Marketing Communications

Creative BriefProduct: Refreshment DrinkSector: FMCGProject: New launch- World Cup 2015What is needed from the advertising agency?Develop an attractive campaign promoting the features of the new Non-alcoholic drink that is sugar-free and should be highly effective for a freshmen purpose on a hot cricket match day. It is a drink for the customers who are looking for a standard drink that has positive effect on the health and is all clear for a replacement as their choice of drink.The advertisement is aimed to be presented on the following medium, Make sure that the advertisements is designed to suit the electronic and other media in our style and image. 65 Seconds Commercial suited for television. Display boards inspired from the commercial to go on super markets and related places. Animated Banner for digital marketing, with new features Banner with a similar image and an attractive caption to attract attention (Adcock.et.al, 2001) YouTube commercial film for a short duration- 90- 120 seconds with a call for action.

Target AudienceThe audience we are aiming at should be youngsters between the age of 16-22 and young and energetic adults that would be around 24-35 years of age. These enthusiasts must be energetic in their lifestyle and the references can be picked from the Maslows Need hierarchy theory. The audience would make the advertisement main focus, they should be motivated to choose this new drink over their current buys due to the over emphasis on the features allowing an action from their part. The creators may even opt for a competitive ad where a similar product is used to enhance the added features which would be beneficial here for the drinkers.Since, it is a Non-alcoholic drink a suitable use at all place, including its placements in the professional like for a freshmen break emphasized. The focus should still be high paying individuals as this is aimed to make a mark as a quality life drink and would be positioned as in a similar way all along the promotion.Thoughts and feelingsWe are a current leader in the refreshment center. The company is seen as a provider of refreshment beverages to the customers for years with our aim to provide quality and standard products. There have been similar launches in the past which were many focused on introducing a new flavor to the existing products. The campaigns were executed in the similar manner as the main product with a little change. This is a new product with new features and a completely different idea. A new product that is designed is based in an opinion poll which was made across 15 cities in the country and it is something that will be taken up for strong sportsmen, confident professionals and youngsters who are aiming high. It should be popularized like our other products that are a source of confidence and stands for quality and fun. The camping will attempt at making an influence on the consumers choice- their prime decision is targeted with the aim to support it with their liking for the brand. Objectives and Measures We want you to focus on the new and added features of the refreshment without building on the old products. Advertise it as a new product altogether and not something that is an improved version of an earlier product. The main objectives would be: Advertising it as a healthier product compared to other carbonated drinks which has negative health implications sometimes. Focus on the refreshments features like low-fat, no-sugar, no preservatives, and natural refreshment for any time use.Our aim is an increased sale by around 50% in the first quarter. Allowing new customers to join the umbrella as it has a wider scope and huge usage. With at least 20 % growth in the customers additionMake sure that you emphasis on the social needs of the audience as stated with the need hierarchy theory needs (Dacko, 2008). It should go well with the public image being targeted.Stay focused on the health benefits and address to the known benefits of the natural sweetness and if required develop an image of the disadvantages of sweeteners in the light of health issues and affects of them in the long run. The final focus being that amongst the competition it should stand the preferred choice on grounds of being natural and healthy.The target audience is healthy and has a suitable lifestyle and so is the product should be promotion style.The complete picture is to create a brand image that is strong and leaves a mark on the users. The strategy for image creation should a brand that should connect with the audience and they should relate to it (Chitty et al. 2012). Huge and impact difference should be created in the product and the competitors without compromising on features.Behavioral OutcomesThe audience that is targeted should be called for action. The main aim is increasing the sales of the company by 50% in the first quarter. Understanding this aspect suitable target audience should be motivated to make a purchase. The fact that it is available easily to them, with such added features and health benefits must stimulate an action from their part. Allow the users to make a judgment whether they want something that is not at all healthy or would they be making a wise decision of a better product purchase. The idea is to create the perception that they would be making a wrong move buying a competitors product if they go by their normal buying habits, this is for the new customers. For the clientele, they should be motivated to try the new product with fascinating packaging and convenience of carrying. The bottle shapes for example is easy to even carry along and hold on for long that would make the product even more desirable. It should be a trendy product that impacts on the social acceptance which will allow the buyers to be elated when they make a purchase. Positioning The new product would be on the lines of the companys earlier products that are known for high quality, reasonable prices for the quality provided, healthy with less preservatives and less calories. The features that should be focused on here added to the above attributed should be attractive packing, various options- bottle, can, pet bottles etc, affordability along with quality and colors that will suit your mood.The Brand is highly preferred one and the new product will definitely prove to stand the image that is represented by the brand (Kotler.et.al, 2004). The creations here should be more focused on establishing a new product that is a new idea and highly innovative and an addition to the previous ones. But, which in no way compromises on anything that makes the Brand what it is today.Add on the added functionality elaborating on the physical as well as social needs. The product not only fulfill their physical need for thirst but has added benefits and enhances their social presence as they are associated with something that understand their social responsibilities and is a product that is healthy( Public health benefits) Message and Medium The key message that should reach the target audience should be- refreshment with a sugar free and healthy drink.The main aim is a healthier product that is useful as a thirst quencher. Keep it lively and fun.Attract action by promoting it on YouTube with a small film or the App designed for social media.StrategyThe product is limited to targeted audience; our main aim would be focusing on young and grown adults who are to be shown as strong, creative, active and smart. The media for promotion would be YouTube, Social Media and applications for smart phone. There would soon be a huge promotional event with a contest designed to attract new crowd to the product. Do not make anything that is old and repetitive, animated medium would be great to start with, a new image that would associate with the product will find suitable place in the promotion. A suitable roll out based on creditability and acceptance. The brand is well trusted and has an established image for ages and the higher selling products in the same market are floated by the same brand, thus establishing a believable image and trust worthy product. The advertisement should not be aggressive in voice and should be subtle and conversational. The approachable and casual approach would be the base of other events as well. Use simple language that would be easy to make a connect with the audience at large and should be used to focus and throw light on the benefits of the product with key factors being highlighted just slightly more than the rest of the benefits (Kotler.et.al, 2008)The market is highly competitive with various products floating in with under the same area, thus everything till a water brand should be seen as a competitors as there are substitutes options easily available to the customers (Clow.et.al, 2007). It is easy for a customer to buy something out of habit or just ignorance thus the main aim will be brand loyalty and this key aspect will make the product create an image apart from the rest.SchedulingThe creative briefing for the product will take place in February 2015 which will contain an articulated summary of the essential factors that have an influence on the launch of this product. After this, there will be creative presentation in the mid of February which will further enhance the summary of the findings in the creative briefing and after that, the finalization meeting is scheduled to be at the end of Feb 2015. The budget for the advertised TV commercials will be $1000-$3000. The commercials will be of 30 seconds which will create awareness about the brand among consumer. With the emulation of rollout during April 2015, there will be a launch of the product in May 2015.

References Adcock, D;Al Halborg,R Ross. 2001. "Introduction".Marketing: principles and practice(4th ed.). Xavier thomas, ISBN9780273646778, p.15Chitty, W., Barker, N., Valos, M., Shimp, T.A., 2012 Integrated Marketing Communications 3rd Edition, Cengage Learning, VictoriaClow, Kenneth E & Donald Baack. 2007, "Integrated Advertising Promotion and Marketing Communications", 3rd Edition, Upper Saddle River, p 6-7Dacko, S. G. (2008). The advanced dictionary of marketing. pp. 377378. ISBN 0-19-928600-0.Kotler, B, Burton, D, Armstrong, 2008. Marketing Eighth Edition, Pearson, Australia.Kotler, P and Nancy L, 2004, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. New York: John Wiley & Sons.