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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