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