The Marketing Secret of Elite Turkish (Black) Coffee
The Marketing Secret of Elite Turkish (Black) Coffee
26 // January // 2015 Talya B.
How did sports become so popular and why do brands invest in dedicated training applications? Talya Babay, R&G Coffee Category Manager, shares figures and insights with the new application from Elite Turkish Coffee that will get you off you chair.

We are all aware of the fact that we live in a dynamic world where consumers are sophisticated, engaged and uncompromising . Today, more than ever, in order to be relevant and significant to our consumers, we must act differently, do something unique, with the key word being value.   But not just any value, we need to generate significant value that goes beyond the functional aspect of the products we market, a value that provides something extra ...a real value.   As marketers, we, too, have become more attentive to needs and improved our ability to identify trends – whether they are just emerging or already gaining momentum.       Sporting lifestyle as a growing trend   66% of the population in Israel say that they engage in a sporting activity at least three times a month (39% at least three times a week).   67% of the sporting activities are performed in unorganized forms and the numbers are growing every year. It seems that everyone is exercising outdoors: some run in various parks around the country, or cyclists of all types, and there are those who simply maintain a healthy lifestyle with some sort of a sporting activity.   Everyone seems to be doing sports and many of them do it together. It's just… that there are quite a few people among us who really do want a physical activity but don't really know where to start. Also, many people start, but don't have the tools to do it properly.   Caffeine and application - improving achievements   Quite a few brands have been linked to the sports world, most of them regard their brand values as synonymous with the values of the sports world: leadership, achievement, striving for a goal, and the list goes on ... even Turkish coffee, due to its caffeine content, helps to increase stamina in sporting activities by shortening a task time, aiding delayed fatigue, and performing a higher-intensity sports.   23% of the population in Israel are already aware and familiar with the benefits of drinking Turkish coffee, and mainly of the link between drinking Turkish coffee and improved achievements in sports.   In view of these figures, we decided to launch a unique marketing project that will produce a significant value to consumers while consolidating and strengthening the link between Turkish coffee and exercise.   How? By giving consumers the right tools. We will help the 'couch potatoes" get off the sofa to start a sporting activity, and do it in the correct and most professional way.       Ready, steady, move!   So, we decided to create the ZUZU app under the Elite Turkish Coffee brand. This app is effectively a personal virtual trainer who will manage to pull from the couch.       Yes, a personal trainer in the palm of your hand, that will help you run or enable you to do combined strength and cardio training. The great benefits of this app, on top of the fact that it appeals to the average person and gives them professional tools, are just as important as its substance:   Availability – You can work out anytime and pre-set training session times relevant to each person in every hour of the day.   Personal training - The app has a personal virtual trainer for every user, who is familiar with the relevant parameters of each individual, puts together a personal training program for them and updates it according to the feedback received from the user at the end of each workout.   Economical – Download the use is free! Aren't you tired of paying the gym? Welcome to Zuzu.   Two are better than one - The app allows you to sign up for group training nationwide with professional fitness trainers, and forms a platform for social interactions based on common interest.   So what do we actually have here? A two-way, long-term platform that integrates into consumers' daily life to give them significant functional and emotional value while connecting them to the brand values.   Enough talk! See a video that explains how it all works, and download the link at the end.          
read more
Timing is Everything
Timing is Everything
20 // January // 2015 Amali M.
Studies presented at the Strauss Institute conference prove that the hour in which we eat strongly...
0
Digital Success in 6 Steps
Digital Success in 6 Steps
7 // January // 2015 Osnat G.
How can the alignment between brands and start-ups boost digital capabilities of businesses in the...
0
Black is the New Black: Caffeine and Physical Activity
Black is the New Black: Caffeine and Physical Activity
17 // December // 2014 dan g.
Do you want "Faster, Higher, Stronger"? Caffeine can help you get the job done. Dr. Dan Goldman,...
0
Self-Made, Self-Employed
Self-Made, Self-Employed
11 // December // 2014 kiram b.
Kiram Baloum, CEO of Jasmine organization, shares with us the challenges facing women-owners of...
0
Committed to challenges
Committed to challenges
4 // December // 2014 Tomer Y.
Ahead of International Volunteer Day, Tomer Yitzhak, economist in the Fun & Indulgence...
0
International Children’s Day:  Good Eating Habits for a Healthy Lifestyle
International Children’s Day: Good Eating Habits for a Healthy Lifestyle
20 // November // 2014 Amali M.
In honor of International Children's Day, Amali Mesika, Chief Dietitian at Strauss Group, gives...
0
International Recycling Day – Infographic
International Recycling Day – Infographic
12 // November // 2014 Strauss B.
Ahead of International Recycling Day, which will be marked on November 15, we put together some...
0
Eating Yogurt and Your Health
Eating Yogurt and Your Health
9 // November // 2014 Ronit G.
Why is it important to incorporate yogurt in your daily diet? Ronit Giladi, Dietician at Strauss...
0