Activation ideas

agency partners, 153–154

Big Beverage Company, 157

cartoon drawings, 153

coffee carts, 155

coffee category, 156–157

coffee culture, 152

Coffee Drops, 154

creation process, 157, 158

creative thinking, 155

facilitator, 151–152

Home Café, 156

Hothouse, 152

insight, 154–155

path to purchase, 153, 157

Retail Theater (see Retail Theater)

Shopmart, 152

Shopper marketing model, 157

strategies and goals, 153

All commodity volume (ACV) ratio, 74

Bottom-up attention, 49, 50

Category-based conversion opportunities, 74

Category vision

coffee market, 22, 23

company vision, 22

growth opportunities (see Growth opportunities)

objectives, 22

sales and marketing, 25

team work, 21–22

Celebration

Annual Supplier of the Year, 227

awards and ...

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