A Presentation on an IMC Campaign for OxyCola
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Transcript of A Presentation on an IMC Campaign for OxyCola
A presentation on an integrated marketing communication campaign
for OxyCola
Difference is it keep you fit!
By
Tom Jacob
Abdul Azeez Ettuveettil
Muhammad Imran Kayani
Muhammad Mudassir Khan
MMAT
Liverpool John Moores University
MBA - Integrated Marketing Communications - Presentation - Apr 2009
Introduction
We are MMAT, a new generation full-service agency that handles
all aspects of marketing communication.
Oxy Cola, a new fizzy drink that has health benefits is soon to be
launched in UK; with a pilot launch going live in London in one
month’s time.
The drink contains the same carbon levels of sparkling
water(carbonated water) which is as harmless as regular water
(Parry et al. 2001)
This presentation will suggest a proposal for successfully
launching the pilot; with strategies, tactics & evaluation methods
recommended.
Oxy ColaMMAT
Market Analysis:
Macro Level
Macro Analysis for Greater London, UK - Key Points
Growing trend of health consciousness, especially among young
& middle aged people.
Latest data shows that a third of London’s children are
overweight or obese. (healthcarerepublic.com, 2009)
Increasingly people are spending more and more time indoors,
hooked to their computers & game consoles.
Government is promoting healthy eating habits.
Current economic climate makes it harder for people to pay
for fitness programs.
Oxy ColaMMAT
Market Analysis:
Micro Level
Micro Analysis of the Cola Market - Key Points
The market is highly saturated with low growth potential.
Coca-Cola GB, Britvic Soft Drinks & AG Barr dominate the
market along with private labels.
Bottled water, coffee, smoothies, sports & energy drinks and
juices are increasingly trendy and eroding the sales.
Product differentiation comes from marketing campaigns that
have created brand identification and loyalties.
Leading companies enjoy fierce brand loyalty from the
customers.
In real value terms the market will decrease slightly by 1%
Oxy ColaMMAT Source: mintel.com, 2009
Competitive & Opportunity Analysis
Essentially a tripolar market with three major players with large marketing budgets.
Traditional cola companies offer little differentiation in terms of their products.
There is a gap for a cola product which can satisfy a growing pool of health conscious customer.
People need a cheap no-hassle product which can keep them fit & healthy.
An opportunity to get government support & funding for product awareness for such a product
Oxy ColaMMAT
Customer Analysis
Who is our target customer?
‘‘Young to middle aged, health & fitness conscious people who live a modern, trendy
and busy life style.’’
Oxy ColaMMAT
Target Market Analysis
What does our target market need?
A cola drink that takes care of their heath & fitness
worries
A cola drink with hydrating & nutritional value
A trendy drink which matches their lifestyle
Convenient & affordable drink
A unique cola which allows them to stand out in the crowd
Oxy ColaMMAT
Segmentation Strategy:
Segment Variables to Target
Oxy ColaMMAT
Age
• Young to Middle Aged
Occupation
• Busy Professionals & Students
Generation • Young
Personality
• Adventurous, Gregarious, Ambitious
Lifestyle• Achievers,
Strivers
Benefits
• Quality, Convenience, Nutritional
Targeting Strategy:
Segment Identification
A new segment, Health Soft Drink , to be established within
the functional drinks sector
Physiological Needs
Hydrating & Nutritional Value
Fitness & Health Benefits
Social Needs
Fun & trendy drink
Allows to stand out in the crowd
Personality Needs
Adventurous, ambitious & achievers
Oxy ColaMMAT
Targeting Strategy:
Segment Attractiveness
High growth potential in a saturated market.
A high degree of differentiation in a homogeneous
market.
Almost no competition in the segment, at least in the short
term.
The social trends like health consciousness are favourable
and add to the acceptability of OxyCola.
Oxy ColaMMAT
Positioning Strategy
Oxy ColaMMAT
Coffee Cola Products
E.g.: Coke Energy Drinks
Smoothies
OxyCola
Bottled
Water
Juices
Promotional Goals:
Marketing
Capture 1% of market share of the Cola
market in Greater London region over the
next nine months.
Oxy ColaMMAT
Promotional Goals:
Marketing Rationale
Oxy ColaMMAT
UK Cola Market, 2008Name £m %
Coca-Cola GB, of which: 1,334 66
Coca-Cola 968 48
Fanta 115 6
Schweppes 111 6
Dr Pepper 65 3
Sprite 60 3
Lilt 15 1
Britvic Soft Drinks, of which: 305 15
Pepsi 252 12
7-Up 30 1
Tango 23 1
AG Barr – Irn-Bru 91 5
Other 88 4
Own-label 200 10
Total 2,018 100
Source: mintel.com, 2009
Promotional Goals:
Advertising
To increase awareness of OxyCola from
0% to 35% by the end of the nine month
campaign among young to middle-aged
Londoners.
Oxy ColaMMAT
Promotional Goals:
Corporate
Oxy ColaMMAT
OxyCola as a company should
promote the same image as the
communication campaign.
The campaign can only be successful if
the company align its image to the
one it promotes.
Promotional Strategy
Pull Strategy
Marketing Communications will be aimed at the end user.
Promotional mix consisting of sales promotion, sampling direct
marketing, public relations, sponsorship, internet viral marketing
and advertising.
Profiling
The OxyCola brand will be promoted heavily so that the
brand awareness and brand equity can be created
Clear differentiation will be a main theme.
Oxy ColaMMAT
Creative Brief:
Image Strategy & Slogan
Oxy ColaMMAT
Developing the OxyCola brand DNA to create emotional bonds with consumers
OxyCola Brand DNA will consist of personality & product
Personality is defined as Ambitious & Adventurous Achievers
Product is defined as ‘distinctive taste’, ‘exceptional quality’ and ‘excellent convenience’
The brand will stand for purity, fun, cool, health, fitness, & quality.
The product packaging and brand logo will support these brand images.
OxyCola brand DNA is also reflected in any number of places where it comes into contact with consumer, presenting a single unified brand image, thereby creating an emotional bond
Creative Brief:
Image Strategy & Slogan
Oxy ColaMMAT
OxyCola Brand Essence
Purely Healthy Fun!
OxyCola Brand Promise
Only OxyCola delivers a fun filled health drink to the
high fliers of this world.
Creative Brief:
Tone, Style & Appeal Techniques
Tone & Style:
Colourful & Vibrant typeface and colour schemes on a
predominantly white back ground.
White background will ooze quality purity & coolness while the
colour schemes will depict OxyCola as fun.
Elegantly Clear & Simple packaging and presentation giving
OxyCola a luxury feel.
Appeal Techniques
Lifestyle and Emotional techniques will be used.
Oxy ColaMMAT
Creative Brief:
Story board
Oxy ColaMMAT
Creative Brief:
Execution Strategies
OxyCola will be presented through
Product Comparisons
Brings out the differentiation of the product
Cheap to execute
Demonstrate the product positioning rationale
Testimonials
Will relate to the end user.
Cheap to execute
Profiling
Will enhance the brand equity and image
Oxy ColaMMAT
Product Logo & Packaging
Oxy ColaMMAT
Material : Plastic
Size: 330ml, 500ml
Promotional Mix:
Sales Promotion & Sampling
Sampling at Tube Stations, Gyms and Universities
Free T-Shirts & Caps with OxyCola Brand
Freestanding Units to be distributed to the retailers
Competitions which can be entered in to upon buying OxyCola
Multi buying discount E.g.:4 for the price of 3
Prize draws with free holidays will be offered
Distribute free coupons which can be redeemed for a bottle of OxyCola
Oxy ColaMMAT
Promotional Mix:
Direct Marketing
Direct Mail
Personalised invitations to events
Target Mailing using database analysis
Emails
Using targeted advertising services like Phorm
Door to Door Leaf letting
As only London area is covered, this can be practical
Oxy ColaMMAT
Promotional Mix:
Public Relations
Our PR Strategy aims for a attitude change from ignorance to knowledge i.e. brand awareness
OxyCola brand image and corporate identity will be projected.
Techniques to be used
Press Releases about the healthy image of the product
Publications about overweight problems in London
Pulling the weight for cause-related campaigns like anti-smoking
Run summer events alongside fairs to promote the brand
Oxy ColaMMAT
Promotional Mix:
Internet
A stylish flash website to launched and heavily
promoted.
An Online Interactive game where the character drink
OxyCola to keep fit.
Use Google AdSense & Phorm for target marketing.
Face book, MySpace, YouTube, Second Life & Twitter
channels to be opened and maintained.
Effective use of blogs and forums will create a buss
about OxyCola in the virtual world.
Oxy ColaMMAT
Promotional Mix:
Advertising
These media will be used
London based Radio stations
London based Newspapers: Evening Standard
Health magazines
Out Door Advertising: Bill Boards
Transit Advertising : Tube, London Buses
Oxy ColaMMAT
Promotional Mix:
Sponsorship
Sponsor a London Marathon there by promoting
the brand image and the product itself to the
Londoners.
Sponsor local community groups who promote
healthy living
Sponsor anti smoking campaigns
Oxy ColaMMAT
Promotional Mix:
Point of Purchase
OxyCola vending machines at Tube stations, Gyms
& Universities
Free standing units to be distributed to the
retailers
Large sized inflatable product dummies to be
distributed to the retailers
Oxy ColaMMAT
Budgeting
Oxy ColaMMAT
33%
10%
8%10%
24%
15%
Advertising
Sales Promotions
Direct Marketing
Sponsorship
Public Relations
Agency Fee
Media Plan:
Objectives & Strategy
Who
Young to middle aged, health & fitness conscious people who live a modern, trendy and busy life style
What
Oxy Cola, a new fizzy drink that has health benefits with all natural ingredients.
When
Nine month campaign beginning in April, building up to a climax in the Summer, and continue at a high intensity through to Christmas
Seasonal pulse approach in media scheduling to maximize impressions
Oxy ColaMMAT
Media Plan:
Objectives & Strategy
Where
Greater London, focusing on London City
How
Utilize a profile match strategy
Fitness, Diet & Sports Magazines
Sports Pages of newspapers
Radio, especially programs popular with the youngsters
Target Marketing with Internet Advisements Ex: Google
AdSense & Phorm
Selected Outdoor
Oxy ColaMMAT
Media Plan:
Reach & Frequency Targets
Media Reach
The target is to attain 60% reach among
Londoners
Frequency
The target is 4-7 exposures per reach
Oxy ColaMMAT
Media Plan:
Selection & Rationale
Fitness, Diet & Sports Magazines
These magazines are directed towards our target market.
Newspapers
Wide reach and cost effective (CPM)
Target Marketing with Internet Advisements Ex: Google AdSense
Cost effective(CPC) and very targeted
Radio programs popular with youth
Wide reach, with access to the target market
Outdoor - Selected billboards, ads in London Tube & Buses
Wide reach & frequency
Oxy ColaMMAT
Media Plan:
Coverage & Timing
Reaching trendsetting young customers is a main concern.
Trendsetting Pockets in London like Mayfair, Chelsea, Kensington & Canary Wharf will be targeted.
Soft drinks sales decrease in the winter time.
Campaign will focus heavily on promoting OxyCola in the summer months & in the Christmas season. Special packaging which celebrates the season
Special promotions leading to this seasons
Oxy ColaMMAT
Media Plan:
Execution
News Papers
The campaign will start will a ‘big bang’ news paper
ad in Metro newspaper. This will capture the
imagination of the public.
Papers to be used in the campaign are
Metro
Evening Standard
Londenpaper
Budget Allocation : £90,000
Oxy ColaMMAT
Fitness, Diet & Sports Magazines will be used to
reach our target market
Partial page ads to be followed by a full page ad
Magazines to be used in the campaign are
Men’s Health
Health Matters
Ace
Budget Allocation : £90,000
Media Plan:
Execution
Oxy ColaMMAT
Out door Adverts in trendsetting pockets in London like Mayfair, Chelsea, Kensington & Canary Wharf
Billboards with white background will feature the product and the brand promise
Street level standard posters around gyms and universities which promotes the brand itself
Posters in London tubes & buses
Budget Allocation : £75,000
Media Plan:
Execution
Oxy ColaMMAT
Internet Ads
Google AdSense and Phorm will be used for targeted adverts
Budget Allocation : £35,000
Radio
Channels and programs popular with youth will be targeted
Station used
X FM
Classic FM
Radio Jackie
Budget Allocation : £35,000
Media Plan:
Execution
Oxy ColaMMAT
Media Plan:
Time Line
Oxy ColaMMAT
0
2
4
6
8
10
12
14
16
AprilMay
JuneJuly
AugustSepetember
NovemberDecember
Outdoors
Newspapers
Magazines
Radio
Evaluation
Advertising
Pretesting
Tracking
Test of likability
Sales Promotion
Customer Audits
Sales Volume
Tracking
Sponsorship
Recall tests
Media Coverage
Image Perception
Public Relations
Media Coverage
Media Tone
Public Attitude
Oxy ColaMMAT
The effectiveness of the communication plan will be
evaluated every three months
Key Points Summary
The plan will focus on brand awareness
The product will be pitched along side
popular trends like fitness & health
consciousness.
Integrate into ‘‘youth culture’’
Use a variety of media, primarily to
support PR and sales promotion themes
Oxy ColaMMAT
References
Parry J, Shaw L, Arnaud MJ, Smith AJ (2001). "Investigation of mineral waters and soft drinks
in relation to dental erosion". Journal of oral rehab 28 (8): 766–72.
mintel.com (2009). ‘‘http://academic.mintel.com’’ [accessed on 02 Apr 2009]
healthcarerepublic.com (2009) ‘‘http://www.healthcarerepublic.com//news/index.cfm?f
useaction= HCR.News.PressRelease.Article&nNewsID =623464&sHashCode=#AddComment’’
[accessed on 02 Apr 2009]
Oxy ColaMMAT