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PR Campaign for Vitamin

Cola

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The Market :An Overview

The soft drinks market consists of bottled water,

carbonates, concentrates, functional drinks, juicesand RTD tea and coffee.

Indian Market valued at $8 Billion, expected to growat 9% & be at $8.72 by 2010

New flavors drive product innovation in maturecategories like Colas.

Emerging product categories, such as energy/healthdrinks to witness high double-digit growth rates.

With naturally healthy becoming a key focus for

consumers,& with the hype of epidemics (like Swineflu), fruit/vegetable/health drinks are the fastestgrowing segments.

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Our Story

Taking cues from the market trend,we came up with a ..

Healthy cola

Builds Body resistance

How?

By providing Vitamins

VITAMIN COLA is born

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Developing a Public Relations Plan

1.

SettingObjectives

2.Assigning

Responsibility

3.Outlining

Types of PublicRelations 4.

SelectingMedia

5.Creating

Messages6.

TimingMessages

Feedback

7.EvaluatingSuccess or

Failure

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Public Relations Plan:Setting Objectives

1.

SettingObjectives

To position the company in one of the fastest

growing segments by having the first moveradvantage.

To gain favorable public opinion/image bylaunching a healthy cola.

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Public Relations Plan:Assigning Responsibility

1.

SettingObjectives

2.Assigning

Responsibility

As we have a defined budget, we will bedoing this in a team of 6 people (4

employees- 3 from Marketing dept, 1from PR dept & 2 summer management

trainees).

Employee-1 &2- Marketing- To plan the project on a macro

level.Employee- 3- Marketing & PR- To list, plan & execute theplanned activities

Management Trainees- To conduct filed activities, get

questionnaires filled etc

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Public Relations Plan:Outlining Types

1.

SettingObjectives

2.Assigning

Responsibility

3.Outlining

Types of PublicRelations

Types of Publicity

Contests/Games atselect restaurants.

Business featuresarticles

Service feature articleson net

Pictorial releases-

Hoardings on Bus-tops/Stations

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Public Relations Plan:Creating Messages

1.Setting

Objectives

2.Assigning

Responsibility

3.OutliningTypes of Public

Relations4.

Selecting

Media

5.Creating

Messages

Message points:

Your refreshing cola will nowalso boost your immunitysystem but providing thenecessary vitamins to your

body.

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Public Relations Plan:Timing Messages

1.

SettingObjectives

2.Assigning

Responsibility

3.Outlining

Types of PublicRelations 4.

Selecting

Media

5.

CreatingMessages6.

TimingMessages

The PR activity will last two months,

ads will start appearing immediately

after the same.

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Public Relations Plan:Evaluation

1.Setting

Objectives

2.Assigning

Responsibility

3.Outlining types

of PublicRelations 4.

Selecting

Media

5.Creating

Messages6.

TimingMessages

Feedback

7.EvaluatingSuccess or

Failure

The PR will be evaluated based on

image surveys, and the quantity andquality of media coverage.