A Presentation On An Imc Campaign For Oxycola

MMAT Difference is it keep you fit!

A presentation on an integrated marketing communication campaign for OxyCola

By Tom Jacob Abdul Azeez Ettuveettil Muhammad Imran Kayani Muhammad Mudassir Khan Liverpool John Moores University MBA - Integrated Marketing Communications - Presentation - Apr 2009

Introduction 

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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.

MMAT

Oxy Cola

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.

MMAT

Oxy Cola

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%

MMAT

Source: mintel.com, 2009

Oxy Cola

Competitive & Opportunity Analysis 

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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

MMAT

Oxy Cola

Customer Analysis 

Who is our target customer?

‘‘Young to middle aged, health & fitness conscious people who live a modern, trendy and busy life style.’’

MMAT

Oxy Cola

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

MMAT

Oxy Cola

Segmentation Strategy: Segment Variables to Target Age

• Young to Middle Aged

Occupation

Generation

• Young

Personality

• Adventurous, Gregarious, Ambitious

Lifestyle

MMAT

Benefits

• Busy Professionals & Students

• Achievers, Strivers

• Quality, Convenience, Nutritional

Oxy Cola

Targeting Strategy: Segment Identification 

A new segment, Health Soft Drink , to be established within the functional drinks sector 

Physiological Needs  

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Social Needs  

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Hydrating & Nutritional Value Fitness & Health Benefits Fun & trendy drink Allows to stand out in the crowd

Personality Needs 

Adventurous, ambitious & achievers

MMAT

Oxy Cola

Targeting Strategy: Segment Attractiveness  

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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.

MMAT

Oxy Cola

Positioning Strategy

Coffee

Cola Products E.g.: Coke

OxyCola Energy Drinks

Smoothies

Juices

MMAT

Bottled Water

Oxy Cola

Promotional Goals: Marketing

Capture 1% of market share of the Cola market in Greater London region over the next nine months.

MMAT

Oxy Cola

Promotional Goals: Marketing Rationale UK Cola Market, 2008 Name

£m

%

1,334

66

Coca-Cola

968

48

Fanta

115

6

Schweppes

111

6

Dr Pepper

65

3

Sprite

60

3

Lilt

15

1

305

15

Pepsi

252

12

7-Up

30

1

Tango

23

1

AG Barr – Irn-Bru

91

5

Other

88

4

200

10

2,018

100

Coca-Cola GB, of which:

Britvic Soft Drinks, of which:

Own-label Total

MMAT

Source: mintel.com, 2009

Oxy Cola

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.

MMAT

Oxy Cola

Promotional Goals: Corporate 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.

MMAT

Oxy Cola

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.

MMAT

Oxy Cola

Creative Brief: Image Strategy & Slogan 

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

MMAT

Oxy Cola

Creative Brief: Image Strategy & Slogan 

OxyCola Brand Essence Purely Healthy Fun!

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OxyCola Brand Promise

Only OxyCola delivers a fun filled health drink to the high fliers of this world.

MMAT

Oxy Cola

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.

MMAT

Oxy Cola

Creative Brief: Story board

MMAT

Oxy Cola

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

MMAT

Oxy Cola

Product Logo & Packaging

Material : Plastic Size: 330ml, 500ml

MMAT

Oxy Cola

Promotional Mix: Sales Promotion & Sampling    

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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

MMAT

Oxy Cola

Promotional Mix: Direct Marketing 

Direct Mail  Personalised 

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invitations to events Target Mailing using database analysis

Emails  Using

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targeted advertising services like Phorm

Door to Door Leaf letting  As

only London area is covered, this can be practical

MMAT

Oxy Cola

Promotional Mix: Public Relations 

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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 antismoking  Run summer events alongside fairs to promote the brand

MMAT

Oxy Cola

Promotional Mix: Internet 

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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.

MMAT

Oxy Cola

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

MMAT

Oxy Cola

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 

MMAT

Oxy Cola

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 

MMAT

Oxy Cola

Budgeting 15%

33%

Advertising Sales Promotions Direct Marketing

24%

Sponsorship Public Relations 10% 10%

MMAT

Agency Fee 8%

Oxy Cola

Media Plan: Objectives & Strategy 

Who  Young

to middle aged, health & fitness conscious people who live a modern, trendy and busy life style

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What 

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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

MMAT

Oxy Cola

Media Plan: Objectives & Strategy 

Where 

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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

MMAT

Oxy Cola

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 

MMAT

Oxy Cola

Media Plan: Selection & Rationale 

Fitness, Diet & Sports Magazines 

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Newspapers 

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Cost effective(CPC) and very targeted

Radio programs popular with youth 

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Wide reach and cost effective (CPM)

Target Marketing with Internet Advisements Ex: Google AdSense 

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These magazines are directed towards our target market.

Wide reach, with access to the target market

Outdoor - Selected billboards, ads in London Tube & Buses 

Wide reach & frequency

MMAT

Oxy Cola

Media Plan: Coverage & Timing 

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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

MMAT

Oxy Cola

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

MMAT

Oxy Cola

Media Plan: Execution 

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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

MMAT

Oxy Cola

Media Plan: Execution 

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

MMAT

Oxy Cola

Media Plan: Execution 

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

MMAT

Oxy Cola

Media Plan: Time Line 16

14

12

10

8

Outdoors Newspapers

6

Magazines Radio

4 2 0 April

May

MMAT

June

July

August

Sepetember

November

December

Oxy Cola

Evaluation The effectiveness of the communication plan will be evaluated every three months  Advertising  Sponsorship Pretesting  Tracking  Test of likability

Recall tests  Media Coverage  Image Perception

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Sales Promotion Customer Audits  Sales Volume  Tracking 

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Public Relations Media Coverage  Media Tone  Public Attitude 

Oxy Cola

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 

MMAT

Oxy Cola

References 

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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]

MMAT

Oxy Cola