imc southern cross cider (2016)

MarketingCommunication(MKTG1041)

MARKETINGCOMMUNICATIONIMCPlanVictoriaBitterLineExtension–SouthernCrossCider

MichaelHaymanRyoKearneyTomDemelisPhilKocetkov

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TableofContents

Stage1–Clientcampaignplanning........................................................................................31:CurrentSituationAnalysis.............................................................................................................3

1.1:BackgroundResearchandAnalysis...............................................................................................31.2:SWOTANALYSIS..........................................................................................................................111.3:KeyMarketingproblem&opportunity.......................................................................................12

2:KeyStrategicDecisions...............................................................................................................122.1Marketingobjectives....................................................................................................................122.2Communicationobjectives...........................................................................................................132.3Positioning....................................................................................................................................132.4CampaignTargetAudience..........................................................................................................162.5CampaignBudget.........................................................................................................................182.6BrandPersonality/Character........................................................................................................182.7IntegratedCommunicationBrief..................................................................................................19

Stage2:AgencyCampaignStrategyandImplementation......................................................223:CreativeStrategy........................................................................................................................22

3.1:CreativeIdea...............................................................................................................................223.2:Mock-ups.....................................................................................................................................234.1:MediaVehicles............................................................................................................................244.2:MediaObjectives.........................................................................................................................264.3:MediaSchedules.........................................................................................................................285:OtherIMCActivities.......................................................................................................................32

6:Evaluationandcontrol................................................................................................................336.1:Evaluation/Trackingtechniques..................................................................................................336.2:PossibleCorrectiveActionScenario............................................................................................34

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Stage1–Clientcampaignplanning

1:CurrentSituationAnalysis

1.1:BackgroundResearchandAnalysisInternalAnalysisVBProducthistory:

-ProductisseenasiconicAustralianandforthe“realman’s”“hardworker’s”beer.AnychangesmadetowhatVB’soriginalpositionhascausedandwillcausealienationofloyalcustomersandfurtherdecreaseinsales.

-Alcoholcontenthaschangedthroughouttheyearsàfurtherdecreaseinsales

-“VictoriaBitter(morecommonlyknownassimplyVB)isAustralia’sonlybilliondollarretailbeerbrand,sellingtheequivalentofoneslabeverysecond.AtonetimeVBsoldtwiceasmuchasanyotherfullstrengthbeerandwastheonlyAustralianbeerbrandthatisinthetop3sellersineverystate.VictoriaBitterheldthehighestmarketshareofallbeersoldinAustraliaformorethantwodecades.”(2014)(Betootaadvocate)

-VBcurrentlyholdsapositionasoneofthemostAustralianbeersandhasbecomeanationalicon,synonymouswithtypical“Aussie”values.Organisation’sOrientation

Veryconservative,verylittlechangeinmarketingsinceitsrise.

Finances

FinancedbytheparentcompanySABMiller,VBclaimstostillbeAustralia’sonlybilliondollarbeerorganization,notinanythreatofbankruptcyorsimilaranytimesoon.

MarketShareandSalesTrends

FormerlyAustralia’snumber1beer,droppedrecentlytonumber2behindXXXXGold.

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Trendingdownwards,salesdropping3%in2014,whiletheAustralianbeersegmentingeneral.(smh.com.au)

Salesareonthesteadydecline,asabrandandasanindustry.Stillprofitable,butdifficulttoseeareturntoformerdominanceinthemarket.

Intermsofprofitability,CUBclaimsthateventhoughthesalesvolumehasdropped3%,priceshaveincreasedby4%,whichshouldn’taffectprofits.(theaustralian.com.au)

Linkshttp://ausfoodnews.com.au/2013/08/21/boom-cider-growth-in-young-australians-market.html

http://www.beerandbrewer.com/lighter-side/

https://www.brewsnews.com.au/2012/11/vic-bitter-for-a-try-hard-thirst/

http://blog.marginmedia.com.au/Our-Blog/bid/90658/The-Dos-and-Don-ts-of-Marketing-Your-Brand-A-Lesson-from-VB

http://www.smh.com.au/business/vb-sales-down-sabmiller-reports-20140523-38ua1.html

http://www.theaustralian.com.au/business/beer-market-share-leaves-bitter-taste-for-fosters/story-e6frg8zx-1225876214398

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External/MacroAnalysis:Economic:

Wagegrowthhasstaggered,meaningaverageworkingAustraliansnowdon'thaveasmuchdisposableincome.Alsothereisatrendtowardsdecreasingtheamountof'high-cost'workersonhighwages(http://www.crikey.com.au/2014/08/14/in-high-wage-high-cost-australia-workers-are-going-backwards/)

Political/Legal:

lawsregardingalcohol(andhowitcanbeadvertised)

· Onlyafter8:30pmonTVexceptforduringsportingevents

· Can'tappealtochildren

· Can'tencourageexcessiveconsumption

· Implythatalcoholcausespositivesocialgain

thepoliticalfactorsshouldbeconsideredinsignificantastherehasnotbeensignificantshiftsinpoliticalattitudesthatwouldhavesuchaprofoundeffectonalcoholconsumption/thealcoholindustry

Socio-Cultural:

RoyMorgan:“AsthefutureoftheBeercategory,today’s18-24yearoldbeerdrinkersholdthekeytolong-termvolumegrowth.”

changesinthelifestylesofthe18-30agegroup.Comparedtopreviousgenerations,theyaremorelikelyto:

- havecompletedtertiaryeducation- Forvariousreasonstheystaylivingathomewiththeirparentslonger.Insomecasesthis

mayleadtomoredisposableincomeiftheyareworking- 'weakeningoftraditionalparentalroles'givesyoungpeoplemoreindependencefromthe

influenceoftheirparents- SocialpressurestodrinkarisingfromAustralia'straditionaldrinkingculture(afterwork

amongbluecollarworkerswheresomepeoplearepressuredtodrinkinthatsettingeventhoughtheymaynotdrinkmuchinanyothertime

- Declineinreligiousaffiliationandthereforeitsinfluenceoneverydaylife

(Roche,2009)

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Technological:

(http://www.news.com.au/technology/alcohol-companies-use-facebook-to-avoid-advertising-restrictions/story-e6frfrnr-1226901300663)

Manycompaniesareturningtosocialmediatoavoidhavingtofollowstrictguidelinesthatcomewithadvertisingalcoholontraditionalmedia.

Environmental:

micro-breweries(craftbeer)areseenassustainablecomparedtothelargebreweriesthatproducethebigbrands.

Whileitmaynotbeasignificantdrawcard,ayoungermarketwouldbemorelikelytoatleastcareaboutproductsthatareconsideredsustainableinbothpackagingandproduction

Demographic:

*outdatedinfo,buttrendstillworthnoting

· Ageingpopulation,29%ofover50sdrankbeerin1994,samein2003.inthattime,thepopulationgrewby22%

· 38%of35-49agegroupdrankbeerin1994,comparedto36%in2003.inthattimethepopulationgrewby11%

· 42%of25-34agegroupdrankbeerin1994,comparedto40%in2003.inthattime,thepopulationgrewby5%

· 41%ofthe18-24agegroupdrankbeerin1994,comparedto39%in2003.inthattime,thepopulationgrewby2%

2011demographicsbyagegroup:(http://profile.id.com.au/australia/five-year-age-groups)

18-24:9.4%(approx.figure)

25-34:13.8%

35-49:21.3%

50+:32.3%

Olderpeoplearemorelikelytohaveadrinkeveryday

However,youngerpeoplearemorelikelytodrinkmore(tohigh-risklevels)

(http://www.abs.gov.au/ausstats/[email protected]/mf/4307.0.55.001/)

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Beerhasgonedownsignificantly(fromalargebase)

Otherdrinkshaveremainedrelativelystable

Ciderisontherise(fromasmallbase)Tosummarizemainpoints:

-Ageingpopulation(1in3Australiansover50)withgenerallylessdisposableincomedueto‘middleclassjobs’disappearing,

-howeverthattrendisreversedforyoungpeopleduetovariousfactorssuchasnotbeingfullyfinanciallyindependentyetmoreeducated

-strictlawsregardingalcoholadvertisingonTV,howeversocialmediaoffersanalternativeplatformlargelyfreeofthoseregulations

-beerdrinkinghasdeclinedoverall,themarketforciderisrising

-youngerpeopledrinkinmuchhighervolumesthanolderpeopleReferences

Kingham,I.(2008).Beer:Acaseintime.[online]DrinksTrade.Availableat:http://www.drinkstrade.com.au/ContentFiles/Documents/Drinks%20Trade/Public/Library/reports/beer/Issue%2004%20Apr-May%2008%20A%20case%20in%20time%20Beer%20reports.pdf[Accessed24Mar.2016].

Roche,A.M.,Bywood,P.,FreemanT.,Pidd,K.,Borlagdan,J.,Trifonoff,A.(2009).TheSocialContextofAlcoholUseinAustralia.Adelaide:NationalCentreforEducationandTrainingonAddiction.

VicHealth.(2014).AttitudesofAustralianCiderDrinkers.[online]Availableat:https://www.vichealth.vic.gov.au/media-and-resources/publications/cider-research[Accessed24May2016].

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CompetitiveanalysisCompetition:

ThecompetitionistoughforVB.ThebrandisgoingheadtoheadwithnotjustothercompaniesbutotherINDUSTRIES.Thecraftbeerandciderindustryareontheriseastheyoungergenerationprefersthesetomoretraditionalandmainstreambrewers(CUBandthelot).Youngerpeoplearehappiertopaymoreforqualityandtheincreaseindisposableincomeamongthemmakesitalucrative,yetfairlysaturatedindustry.Theseindustriesfocusonqualityanduniqueness.Peopleliketofindthemselvesdrinkingadrinkthattheybelievesuitstheirstyles,needsandpersonalimage–itbecomesapartoftheiridentity.Thishelpsappealtoawidevarietyofpeople.Craftbeerhasbecomemorethanjustbeerbutalsoapartofyouthculture.

ItshownthatGen.Yhaveanincreasedfocusedintheirownselfimage,itisclearthattheuniquenessiswhat’sappealingtotheyouth.

CompaniesindirectcompetitiontoVBsuchasCarlton,Boags,XXXX,Fosters,andtheotherAustralianbeercompaniesareallheadingonadownwardstrendwithpeoplebeinginfavourofcraftbeersandimportedbeers.

XXXXgoldhasseenanincreaseinsaleshoweverasmid-strengthbeersareonanupwardstrend.(3.5%vs.4.9%Alc)

ImportedbeerssuchasPeroni,Heineken,CoronaandAsahi,haveallexperiencedanincreaseinsalesintheAustralianmarket.Thiscouldbeduetotheincreasingmulticulturalisminsociety.Thiscouldalsobeduetotheyoungergeneration’stendencytobemoreexperimentalandtolerant.

AnychangeinVBIMCtacticswilllikelynotresultinmuchofareactionfromthecraftbeerindustryandciderindustry.Othermainstreambrewerieshavetakenupondifferentstrategiesandhavestarteddivergingfromthe(once)prominentpositionof“thenationalbeer”(Carlton,XXXX)andhavefocusedondifferentmarkets.Carltonistargetinglocal(Melbourne)drinkers.XXXXGoldhasbecomethestandardinMid-Strengthbeer.Boagsandrelatedcompanieshavebecomethe“honest”beersastheyworkedontheir“BeautifulTruth”campaign.

TheVBvaluesandpositioningare,asfaraswecansee,setinstone.Anychangeswouldfurtheralienatethecurrentaudienceandseeafurtherdecreaseinsales.

XXXXgold:3.5%alcohol(midstrengthbeer)

VB:4.9%alcohol(fullstrengthbeer)

RecentlyXXXXgoldovertookVBintermsofthe%marketshareofbeerbrands

Midstrengthbeeristhehighestgrowingtypeofbeer,grewby10%whilefullstrengthbeergrewby2%.Alsoworthnotingisthatlowstrengthbeerfellby8%(Kingham,2008)

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Consumerbehaviouranalysis:Whoaretheconsumers?Whatcharacteristicsdotheyhaveincommon?

·Typicallyspeaking,VBdrinkershavebeenknowntobeblue-collarworkers–aworkingclassgroupdefinedbyhourlyratesofpayandmanuallabour.

·“After-workbeerdrinkingritual”–Manyofthesehardworkinglabourerswouldrewardthemselveswithacoldbeerafterhoursofgrinding,toughworkduringtheday.

·Characteristicsofblue-collarworkersarethattheytypicallyworklonghoursduringtheday,familiestofeedathome,‘bill-payers’etc.

Howdotheyusetheproduct?Howmuch?Where?When?

·VBcanbeconsumedontap,instubbies,inlongneckbottlesorincanform.

·Intheyear2014,approximately4.7LofpurealcoholfrombeerwasconsumedperpersoninAustralia.

·Advertisingfromtheyear1968onwardsmarketedtowardstheideaofmenrewardingthemselveswiththat“hardearnedthirst”,earningthatthirstwasaresultofhardphysicalactivityconductedduringtheday,henceaimedatblue-collarworkers.Theadsheavilyfeaturedmeninvolvedinsportsormanuallabour,anddrinkingaVBwasacelebrationandrecognitionforyourphysicalefforts.

·“Ahardearnedthirstneedsabigcoldbeer,andthebestcoldbeerisalongcoldVIC”àVBisoftenconsumedattheendofasportingevent,theendofaworkingday

·Couldbeconsumedatthepub,attheworksite,oronthecouchathome.

Whatmotivatesthemtobuy?Howdotheythinkorfeelaboutbuyingthingsingeneralandthegenericproductorthebrandinparticular?

·VBisassociatedwithastrongsenseofpatriotism,knownasastrictlyAustralianbeer.VBdrinkersareproudofthebeertheyconsumeandforalongtimeitwasthenationaldrinkofAustralia.VBtoucheda“culturalnervewithAussiemen”(M.Kingston,M.Derepas),embodyingthenononsense,hardworkingattributesthatAustralianswereproudtohold.

·VBdrinkersselecttheirbrandsbasedupon“valuesoverimage”(M.Kingston,M.Derepas).

Whatdotheylookforinaproduct?Whataretheirneeds,wants,problems,andinterests?

·VBconsumersarelookingforaproductthatmakesthemfeellikehome.Abeerthatgivesthemthatsenseofpatriotismandrewardfortheirhardday’swork.

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·TheinstantuproarthatresultedfromthereductioninalcoholcontentshowsthatloyalVBconsumerswantedthatfullstrengthbeerthathadapositivemasculinetoneassociatedwithit.

Howdotheylookatlife?Whataretheirvalues?Whatdotheylike?Whataretheirpassions?Dotheyfeelthebrandissociallyrelevant?Howdotheygoabouttheirdailyliferoutines?Howdoestheproductfitintotheirlives?

·VBdrinkersselectedbrandsbasedonvaluesoverimage.Theyvaluehard-workasameansforsuccess

·TheirliveswouldrevolvearoundaworkhardàrewardyourselfcyclewhichofteninvolvedbeerandinparticularVBasacelebrationfortheirefforts.

·“Australianmenbelievethatrespectcomesfromrealactionsnotwords”–andinthetech-savvy,mainstreamsocietywecurrentlylivein,somemenfeltthenotionthatphysicalhardworkwasnolongerrespected,admiredorenoughtobedeemedsuccessful.Thehard-workingAussievalueshadbeenlostinthisnewworldwheretherewasaninfluxofOvernightsuccessstoriesonsocialmediaandrealityTV.TheseplatformsareseenassuperficialintheeyesofcoreVBdrinkers.

·VBdrinkershavefeltthatthebrandisbecomingmoresociallyrelevantwiththechangesmadetochangethebeerbacktofullstrength,headingbacktoitsroots.DrinkingVBisnotacaseofsocialacceptancebutmoresoarewardfor“menwhotakeaction”.

CurrentBrandItemEvaluation:

- Product:VictoriaBittersStubbie- Price:RelativelyCheap- Distribution:Youcangraboneatprettymucheverypub,RSLandbottleshop.Some

sportingeventshavethemavailable(solongastherearethe“Australiansports”–notsocommoninmodernbars.

- Promotion:Ranplentyofadsinthe60’sand80’s.CurrentlysponsoringsportssuchasCricketandRugby.TVandonlineadsuncommon.

-BrandItemQuality:VBischeapandisseenasa(relatively)lowqualitybeer.-Benefits:ItmakesyoufeelthatlittlebitmoreAustralianeverytimeyoudrinkit.-Hasthecompanydevelopednewmarkets?Thecompanyhastriedtoenterthemid-strengthbeermarketbutfailed.Therehaven’tbeenmanyattemptsatforminganewmarketsince.-Howdochannelintermediariesfeelaboutthebranditem?-Isdistributioneffective?Distributioniseffectiveoverall.Youcangetoneanywhereyou’dexpectthetargetaudiencetobepresentandwillingtodrink.

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-Isthebranditemwellknown?VBisiconictoAustraliancultureandhasbeenintegratedintoAustralianstereotypes.Itisverywellknown.-Whatproblemsdoconsumersseewiththebranditem?Consumersseeitasacheap,lowquality,Australian“bogan”beer.-Howdoesthecompanydifferentiateitsbranditemfromitscompetitors?VBisthedrinkthatyou“earn”afterahardday’swork(inmanuallabour).Itistheretoquenchyourthirstandwantstobeseenasarewardforworkers.

1.2:SWOTANALYSIS

Strengths:

● Establishedbrand(VB)● Strongfollowingforthebrand● 12.3%oftotalmarketshareforbeer(approx.)

Weaknesses:

● Smallmarketcomparedtootherdrinks● Saturatedmarket,differentiationneeded● VB'stargetmarketwouldlikelynotswitchtocider● Tryingtoreachabroadmarket,howevercraftbeerhasfoundsuccessbydoingthe

oppositeOpportunities:

● Growthmarket● Nopre-eminentAustralianciderbrand● Potentialtogiveitauniquepositioninthemarket● Moveawayfromtraditionandmakethebrandcontemporary● Salesforciderhavegrowninthepast5years(double)● UseAustralia'snewvaluestoreplacetheoutdatedvaluesassociatedwithtraditionalVB

drinkersThreats:

● Asitisagrowthmarket,thereisachancesalecoulddropinthefuture.Nottestedovertime

● Acompetitorcouldcomeoutofnowherewitharivalproduct● WithAustraliabeingmoremulticulturalthesedays,marketingtheproductasan

AustralianbrandlikeVBiswouldnotwork

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1.3:KeyMarketingproblem&opportunity

Keyproblem:Ourbiggestproblemisgoingtobeleveragingthe‘VB’brandwithoutbeingassociatedwiththeout-dated,traditionalVicBitterproduct. Keyopportunity:Craftbeerandcidermarketsareearlyintheirdevelopmentandlookstobeapromisingindustryheadingintothefuture(Vichealth2014).WearelookingtoharnessVB’scurrentpositioninthebeermarket,aswellasitscoretraditionalvalues,howevercreateamorecontemporaryproductthatestablishesa‘new’tradition.WeseethebestwayofachievingthiswillbethroughthecreationofaniconicAustraliancidertargetedtoayoungerdemographic.

2:KeyStrategicDecisions

2.1MarketingobjectivesSales,marketshare,profitetc.(needtobeSMART–specific,measurable,achievable,realisticandoveraprecisetimeframe).Sales

AccordingtoIBISWorldbusinessinformationanalysts,Australianswillspendanimpressive$1billiononin2014.(WeeklyTimes2014)Weareaimingtoenterthemarket,andwiththemarketingbudgetandreachwehavebeenabletoachievewithVB,haveatargetof$50millioninrevenueinourfirstyear,andtoreach$100millionby2020,whichshouldbeachievableduetomoretimespentinthemarketalongwiththecontinuedgrowthofthelocalciderindustry,whichisforecastedtobeat8.1%overthenext4years.(WeeklyTimes2014)

MarketShare

IntheAustraliancidermarket,over70%ofnationalspendingisonlocallyproducedciders,andwhilethereareover130ciderbrands,thisspendingisfairlyconcentratedonthebiggerbrandssuchasStrongbowandFiveSeeds.Duetothis,webelievethatwithourbudgetandmarketingplan,wewillbeabletoattractatotalcidermarketshareof5%inourfirstyear,growingto10%by2020.Asthisisanewbrand,gettingmarketshareandnamerecognitionisextremelyimportantinourfirstyears,sothisisourmainobjective.

Profit

Asweareexpectingtospendbetween$500kand$1Monourintroductorymarketingcampaign,andwithanaverage50%profitmargin/100%markup,withtheaveragepriceofalocallyproducedcidertobe$3.50-$4.00/bottle,wecanexpectthattomakeprofitonthecampaign,wewillhavetosellonthelowestend571,429units,andonthehigherend250,000units,disregardingothermiscellaneousexpenses.Ofcourse,thisisdisregardingstartupexpenses,whichwillprobablynotbecoveredinthefirstyear,asitisdifficulttoestimatehowmuchthesecostswouldbe,buttheobjectiveistobeintheblackby2020.

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2.2Communicationobjectives CategoryNeed–ThecidermarketinAustraliaiscloudedwithhundredsoflocalandimportedbrandsbutthereisnothingthattrulyrepresentsAustralia.WewanttoputAustraliaonthemapwhenitcomestothecidermarket.OuraimistobetheleadingAustralianbrandinthecidermarket,symbolicofcontemporaryAustralianvaluesandproudlyusinglocalAustralianingredientsinproduction.

Brandawareness-BrighterversionofGreen+redlabel.UsessomeoftheheritageoftheoriginalVBbrandbuttargetedtowardsayoungeraudience.

Brandattitude–positivelyorientated,sensorygratification–Taste,senseoftogetherness,happiness.Aciderthatpeoplecancalltheirown.

Brandpurchaseintention–WewantSouthernCrossCidertobethe‘that’drinkthatyougototheliquorstorefor.

2.3Positioning TheoriginalVBpositioningwasthatitwasaproductforthehardworking,labourer.AmaninhismidlifewithtraditionalAustralianvaluesandtendstobemoreconservativethanwhatweseetheyoutharenow.That“workingman’sbeer”representtheOLDAustralianvalues.However,ourciderrepresentssomethingmuchmorecontemporary.

Firstoff,let’slookateveryotherciderinthemarket.

Mostcidersinthemarketputastrongemphasisonthequality,heritageandtheorganicandnaturalproducethatgointomakingthem.Examples:

-Strongbow(marketleader)putastrongemphasison“thatclassicandconsistenttaste”andsimplicity.

-Somersbywantsyoutobelievethatitisthe“natural”cider.Noartificialflavours,colour,etc.–thenaturalchoice.

-5seedsarecurrentlypositioningthemselvestoappeartobethe“partygoer’scider”.Theyhaveastrongpresenceonsocialmediaandatmusicfestivals.Alltheirrecentadsfeatureapartysetting.

-Rekorderligisfocusedonheritage(bothfamilyandculture).RekorderligarebasedinSwedenandareafamilycompany.Withthisfocusonheritageithelpspeoplebelievethatwhatconsumersaredrinkingaretrulyauthentic

Thatbeingsaid,alotofcidersaregoingforasimilaragedemographic–youngpeople.

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1.Frameofreference:

Targetmarket:seetargetmarket

Competition-thenewcompetitionthatisrelevanttothenewbranditem:

● Strongbow● Rekorderlig● Monteiths● Somersby● 5seeds● Craftbeerindustry

2.PointsofParityandPointsofDifference:

Ourproductwilllikelyshareapointalongtheperceptualmap(below)withafewotherbrands.Ourproductwillbeaccessibletoboththeyoungerandolderportionoftheaudiencebymakingitsomewhataffordable(comparedtothatofJamesSquireandColdstream)butalsomoreexpensivethanStrongbowand5seedsbecausewewantpeopletofeelliketheirdrinkingsomethingthatdoesn’tmakethemfeelliketheirdrinkingforthesakeofdrinking.We’dbeusingallAustralianproducetopromotequality,therebyraisingitspremiumabovethecurrent“cheaperoptions”.

PerceptualMap:

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3.PositioningStatement

TothecontemporaryAustralian20to30’s,socialinteractionsareapartofeverydaylife.

Tothisaudience,our“SouthernCrossCider”isthebrandofciderthattheycancalltheirown,asourgrandfatherswouldhavecalled“VB”theirs.“SouthernCrossCider”hasauniversalfeelandtastethatcanonlybemadefromqualityAustralianingredients,reflectingtheAustralianwayoflifeandstrengtheningourconnectiontothegreatcountrywecallhome.

T-C-BModel:

TargetCustomer:

-YoungAustraliansbetweentheagesof20and30

-MenandWomen

-Educated

-Highlevelofdisposableincome

-Highlevelofsocialinteractionswithfriendsandfamily

-WantstofeelconnectedtoAustraliaandsocietybutontheirowntermsàthiscanmeanpeoplelikeforeignersandtouristscoulddrinkittofeelmoreapartofthecountry(socialintegration)

CategoryNeed:

-AciderthatmakestoyoufeelthewayyoudowhenyoudrinkaVB.

-LendsitselftothecontemporaryAustralianwayoflife

-AnalternativetoVB(andothertypicalAussiebeers)onAustraliaday

KeyBenefits:

-Quality→Australianproduce

-Universaltaste

-MakesyoufeelAustralian(helpsgiveyouanidentity)

-Helpyousocialiseandfitinwithyourfriends

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2.4CampaignTargetAudienceDemographics:

· 20-30(youth)

· Menandwomen

· Hasauniversityeducation

· Incomeofover$50,000

· Highlevelofdisposableincome(don'tyethaveafamily,mortgageetc)

· Multicultural

Geographiclocation:

· Innercity,urbanareasofmajorcitiesthroughoutAustralia

Behaviours

· Drinksocially

· Experienceseekers

· Tryingtofindthemselves

· Seekhighersocialcapitalwiththeirpurchases,wanttofitin

· Drinkonceaweek

· Drinkhighamounts

· Wanttobe'seen'tobedoingcertainthings

Psychographics:

· Progressive,accepting,tolerant

· Heavysocialmediausers

· Considerthemselves'trendy'

· Rejecttraditionalviews/expectationssuchasgenderroles

Isthetargetaudiencenewtothecategoryoraretheyacurrentuser?

· Thetargetaudiencearecurrentbuyersofciderandhavebeencaughtinthehighgrowththatcidersaleshaveexperiencedsincethestartofthedecade(http://www.roymorgan.com/findings/5645-cider-poised-to-overtake-alcopops-201406190208)

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Isthetargetmarketloyaltoabrand,loyaltoacompetitor,orknowntoswitchbetweenbrands?

· ThetargetmarketisnotnecessarilyamajorbuyeroftheVBbrand

· Theydon'ttendtobebrandloyalperse

· Manyofthemliketobuydrinksthatmeansomethingtothemandtheirclosesocialcircle

· Loyaltyprogramsarelosingpopularityamongyoungpeople(http://www.adnews.com.au/news/young-aussies-defecting-from-loyalty-programs-in-droves)(astheyareunhappytheycan'tsharetheirrewards)

Aretheyheavyorlightusers?

· Fairlyheavyusers

· Maynotbuydaily,butwhentheydobuy(maybeonceaweekoreveryfewweeks)theywillbuybig

· Wanttomaketheirpurchasecount,asitcouldmakeorbreakhavingagoodtime

Buyerbehaviour

Whoaretheconsumers?Whatcharacteristicsdotheyhaveincommon?

· Youngpeople

· Similareducation,urbanlifestyles,values(progressive)

Howdotheyusetheproduct?Howmuch?Where?When?

· Drinkwithfriendsonsocialoccasions

· Drinktoexcess

· Drinkatnightusually,sometimesduringtheday(especiallyinsummer)

· Drinkattheir/friend'shousesandinbars/clubs

Whatmotivatesthemtobuy?Howdotheythinkorfeelaboutbuyingthingsingeneralandthegenericproductorthebrandinparticular?

· Socialexpectations/norms

· Usuallyshyawayfromgenericproducts,wanttobeseentobuybrands,whetheritbeacertainbrandorjustahighreputationbrandingeneral

· ConsidertheVBbrandnotforthem,don'tlikethetaste

Whatdotheylookforinaproduct?Whataretheirneeds,wants,problems,andinterests?

· Agoodtastingdrink(sweet)

· Interestedingoingoutandhavingagoodtime

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Howdotheylookatlife?Whataretheirvalues?Whatdotheylike?Whataretheirpassions?Dotheyfeelthebrandissociallyrelevant?Howdotheygoabouttheirdailyliferoutines?Howdoestheproductfitintotheirlives?

· Takeaworldlyviewonlifeandhaveagenerallypositiveattitude

· Progressivevalues,acceptingofpeopledifferenttothem

· Dailyliferoutinewouldinvolvearoundbuildingboththeircareersandtheirlivesindependentfromtheirfamilies

· Drinkontheweekend,tounwindfromtheirbusylifestyle

2.5CampaignBudget- VB’srecentcampaignwhichrevolvedaroundrevivingtheoncelovedAussieiconhadan

expenditureof$2-5M,thiscanassistusindevelopingourownbudget,thuswecanutilisethecompetitive-paritymethod.AlthoughVBispartofourbrand,ourcampaignobjectivesrunalongsimilarlines.

- Consideringabudgetof$500k-1M- 1xSupersitebillboard(citycentre)($25kpermonth)- 10xrailwaybillboards($40kpermonth)- Channel9primetimeadX4=$25k(per30seconds)

2.6BrandPersonality/Character- Hardworker(modernsenseforyoungpeople),acelebrationandrewardforeffort.- Exciting,bright,vibrant,Australian,social,enjoysthelittlethingsinlife

Topersonifythebrandpersonality,wehavecomeupwiththecharacterof‘Sam’:

- Heorshe(adrinkforbothgenders,hencetheunisexname)- Intheir20’s- Finishedauniversitydegree- Infirstyearsofawhite-collarjob- Hasalotoffriends,valuescommunityandfriendship- Seestheweekendasamomenttoenjoylifewithoutresponsibilities- Stillliveswithparentsorlivinginasharehouse- Therefore,shouldhaverelativelylargerdisposableincome- drivesaFordFocus- Wearstrendyclothes- isallaboutthepeople–(manstheBBQ)- Intelligent,goodsenseofhumour,relaxed

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2.7IntegratedCommunicationBriefKeyFact/Background/overviewVBhasbeenAustralia'spre-eminentbrandofalcoholicbeveragewithstrongrootsinworkingclassAustralianculture.Despitethistradition,peopletodaydonotfeelasconnectedtothebrandandsaleshavedeclinedtothepointwhereXXXXGoldhasrecentlyovertakenitasthemostpopularbeerinAustralia,andhavedonesobytargetingayoungerdemographic.Salesofbeerhavebeenindeclineoverthepast5yearsandinthattimeframesalesofcider,arelativlynichedrink,havegrownexponentially.Thispresentsanopportunitytointroduceanewciderintothemarkettocapitaliseonthisshiftinconsumertastes.

Problem/opportunity/prospectneedToday'syoungpeoplearemovingawayfromtheVBbrandandbeeringeneral.Manyofthemprefertodrinkcider,whichisahighgrowthmarket.Currentlywithinthecidermarkettherearemanydifferentdrinksthatcaterfordifferenttastesbutthereisnobrandthathasatrulyuniversalappealamongciderdrinkers.someofthecheapercidersthatarepopularamongyoungpeopleusepoorqualityingredientssuchasappleconcentrate.ThisleavesamarketopportunityforacidertobemadewithgoodqualitylocalingredientsandbemarketedasatrueAustralianCiderjustasVBisthe'Australianbeer'.

MarketingObjectivesWe‘reaimingtoenterthemarketandhaveatargetof$16millioninrevenueinourfirstyear,andtoreach$32millionby2020withthegrowthoftheindustry,whichisforecastedtobeat8.1%overthenext4years.Weareaimingtoattractatotalmarketshareof5%ofCidersinourfirstyear,growingto10%by2020.Withabudgetof$500kand$1M,onourcampaign,wewillhavetosellonthehighestend571,429units,andonthelowestend250,000units,tobreakeven.

Communicationobjectives/desiredattitudeorbehaviouralchangeTheaimoftheadwillbetomakesoutherncrosscideranattractiveoptionandthefirstthingpeoplereachfornexttimetheygotobuydrinks.Havingencouragedtrial,weshouldexpecttogainasignificantfollowingonsocialmedia(50,000Facebooklikes)within6monthsofthestartofthecampaign.Thiswillworktofurtherconnectconsumerstothebrand,encouragingastrongfollowing.

Corporateand/orbrandpositioningAsourgrandfatherswouldhavecalled“VB”theirs,our“SouthernCrossCider”isthedrinktheyoungerAustralianscancalltheirown.MadewithpremiumqualityAustralianingredients,yetremainingaffordable.TothemenandwomenofAustraliainthe20'swithahighlevelofdisposableincomeandanactivesociallife,"SouthernCrossCider"isthebrandofAustralianappleciderthatmakesyoufeelthewayyoudowhenyoudrinkaV.B.Locallysourcedingredientsanduniversaltastehelpsmakeyoufeelmorelikealocal.

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Brandcharacter/personalityWewantthebrandtobecentredaroundhardwork,rewardandcelebration,harnessingsomeofVB'soriginalvaluesandidealsbutaimedatayoungergeneration.Wecreatedabrandcharactercalled'Sam'tosymbolisewhatSouthernCrossCiderstandsfor.SamiseitheraMaleorfemale,hencetheunisexname.Samisyoung(20-30yearsold),finishedstudyingandinthefirstfewyearsofawhite-collarjob.Samappreciatestheweekendandmomentsthatneedtobecelebrated.Samhasalotoffriendsandvaluescommunityandtogetherness.

TargetAudienceprofile/segment(s)ourtargetcustomerwillbeayoungpersonintheir20s.Theyhaveauniversitydegreeandareinthefirstyearsoftheirjobs.Theyareatthestageoftheirliveswheretheydonotyethaveafamily,mortgageoranyotherresponsibilitiesandbecauseofthishavealotofdisposableincome.theyvaluetheirsociallifeandenjoyunwindingfromtheirbusycareers.Theyhaveprogressivevaluesandareheavysocialmediausers,alwaysontopofsocialandculturaltrends.

Consumerinsight/sweetspotthetargetaudienceliveacontemporaryurbanlifestyleandenjoyadrinkwiththeirfriends.Eveniftheyaren'twillingtoadmitit,theyareveryfocusedonimageandhowotherpeopleperceivethemandwanttoonlyshowthemselvesinthebestlight,especiallyonsocialmedia.Theyareatastageoftheirliveswheretheyaregoingintotheunknown,havingmovedawayfromtheirfamiliestheyenjoyindependencebutaretryingto'findthemselves'.TheyareproudofthelifetheyareallowedtoliveinAustraliahowevertheyarelessvisiblypatrioticastheymightassociatethiswithanoldergenerationthathasconflictingvalues.

Promise/takeaway/majorproposition/keybenefitclaimAllnatural,allAustralianandit'sasfamiliartoyouasyourbestmate.SouthernCrossCideristhepremiumciderthatmakesyoufeelmorelikeoneofusandlesslikeasorethumb.

support/substantiation/sourceofauthority&credibilityAsitisareasonablypricedcider,itwillappealtothetargetmarket'snaturaltendencytowantgoodvalueandbeabletosavesomemoneydespitepurchasingahighqualityproductthatenhancesthewaypeopleseethem.ThetargetmarketarealsoverysociallyawareandwouldgetbehindabrandthatusesAustralianingredientsbecauseithelpslocalbusinesses.The'Aussie'aspectoftheadwillalsoappealonanemotionalleveltoyoungpeople.

CreativeGuidelines/executionalelements/mandatoriesMusthaveproductshot,logoandlinks/referencestosocialmedia.Legaldisclaimersobviouslyincluderesponsibleconsumptionofalcohol.PlentyofreferencestothemodernAustralianwayoflifeandcontemporaryvaluesassociatedwithit.Stayawayfromstereotypesanda"boganimage"associationwiththebrand.Thereiscreativefreedomforyoutomakealogo,itspackagingandataglinealongwithit.Thetaglinemustemphasizeourkeybenefits.

Mood/Tonality/VoiceWewouldlikethecampaigntoreflectthelifestylewearetryingtoportray.Weareaimingtoestablishtheimagethatwewouldlikeourconsumerstoaimfor,whichiseasygoing,hip,andpopular,andhumorouswithoutbeingoffensive.Thisshouldbeconsideredfortoneaswell.Weareaimingtoavoidsexualinnuendoandedginess,withoutnecessarilybeingprofessional.For

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voice,wewouldaimtohavebothamaleandfemalevoiceintheTVadvertisements,astonotalienateeithergender.Inaddition,thevoiceshouldbecoolandcalm,astofitwiththeoverallimagewewouldliketoportray.

DeliverablesContinuousFacebookadvertisementrunningforthefirstsixmonthsofthecampaign,runninginlinewithourtwitteraccount.NumberofPop-upstallsincreasinggradually,startingwithoneaweekintheCBD(e.g.MelbourneCentral)andbranchingouttomoresuburbanareas.Wewanttoestablishasocialmediafollowingthatismadeawareofourbrandandourpop-upstallsintheearlystagesofthecampaign.Wewant10xMelbournetrainstationposterspermonth.Wewant4xPrimetimeTVadsinthefirstweekofthecampaign,followedbyoneperweekforthenexttwomonths.Tosumup,wewantastrongsocialmediapresencethatisbackedupbyourotheradvertisingefforts.

BudgetBudgetforour6-monthcampaignisupto$800k.Thesefiguresarebreakdownsofthebudgetoverthe3-monthperiod.

Facebookadvertisement:$50K

SupersiteBillboardx1(2months):$60k

RailwayBillboardx4(3months)$48k(12kpermonth)

Channel9PrimetimeAdvertx12=$300k(25kea.)

Pop-UpStalls/Barsx25:$100k(4kea.)

Socialmediapromotioncost:$60,000

Thisisallequaltoabout$650k,leaving$150kleftover.Wearewillingtousetherestofthebudgettogivecreativefreedomtoyourfirmandforyoutosuggestanyotherchannelsforourcampaign.

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Stage2:AgencyCampaignStrategyandImplementation

3:CreativeStrategy3.1:CreativeIdea

● Transformationalappeal-lookingtostircertainemotions:pride,joy,excitement● Useofnegativeappeals-Appealingtoone’sdesiretofitinandnotbeexcluded.Goesin

linewithourbrandcharacterthatissociallyawareandproud.Positiveemotionalappealsàpopularmusic,joy,love,communityallusedtocreateattentionandbringawarmvibetotheadvertisement.Waytobreakdowntheclutter:

● Playwiththesocialmediaaspect.Introducecompetitionsanddrawsthatrunparalleltoourtwitter/Facebook/Instagramaccounts.

● Popupshops:Mustappealtothesensesandbuildatmosphere.Thecampaignwillcentrearoundpositivity,enjoymentandempowermentanddosoinawaythatreflectstheAustralianlifestyle.Creativetagline:"AlwaysThereForTheGoodTimes".Thekeybenefitclaimthatwillalsobeshownintheadsreinforcestheideathatthisisaciderforeveryoneanditwillmakeyoufeellikeyoutrulybelong-ithelpsformrelationshipsandmakeshavingfuneasier.Inkeepingwiththebrandpersonality,theadswillaimtobringthistolifebymakingthemrevolvearoundsocialactivities.Thepromise/takeawayfromthecampaignistomakeyoungpeoplefeelliketheyaregoingtohaveagoodtimewherevertheygoifSouthernCrossCiderisapartofit.Brandawarenesswillalsoplayabigpartinanyadandwewillaimtoassociatethegoodtimesthatareseenintheadswithsoutherncrosscideratanyopportunity.Thiswillspeaktothetargetmarketastheyareallabouthavingfunwiththeirfriendsandwantingtofitin.Ourcreativeideawillrevolvearoundthethemeofsocialinteractionandpersonifyourbrandusingtheremoteconveyertheory.Wewillcreateananthropomorphicciderbottlethatwillfeatureinadvertisements.Theciderbottlewillconveythebrand'spersonality:asthelifeoftheparty,oneofyourbestmatesandthatonefriendwhoyoualwayswanttobearoundtohaveagoodtime.Thiswillputtheideainconsumer'sheadsthatsoutherncrossciderwillworkthesamewayifyoudrinkitwithfriends,thisbeingthekeybenefitclaim.Theseadswillutilisehumourandtheabsurdityfactoroftheremoteconveyertobreakthroughtheclutterandgrabconsumer’sattention.

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Southerncrossciderisalowinvolvementtransformationalproductandthereforeintheadswewillpresentthekeybenefitclaiminanemotionallypositivewayandmaketheclaimuniquetothebrand(Australianingredientsanduniversaltaste).“AlwaysThereForTheGoodTimes”Focusonsocialising(fittinginandhavingagreattimewithfriends)andfamiliarity.Drink=Friend→Thereduringthegoodtimes.3.2:Mock-upsMock-upswerecreatedforthedeliverables.Thisincludessocialmediaphotostopost,SocialMediaEvents,billboardsinvariouslocationsandapack-shottobeusedfortheTVC(andelsewhereapplicable).Theyareavailableonthenextpage.

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4:MediaStrategy4.1:MediaVehicles

SocialMedia:Australiansarespendinganincreasinglylargeamountoftimeonline,aquarterofwhichisonsocialmedia.Thisisespeciallytrueforourtargetmarket,whonotonlyareheavysocialmediausersbutseeitasanessentialpartoftheirsociallives.Theessenceofsocialmediaisinitsinteractivityandthatisamajorbenefitofadvertisingonsocialmedia.Itgoesawayfromtheideathatconsumersarepassiveandgivesthemachancetoinitiatea2wayconversationwiththeadthroughlikesandcomments.Italsoallowsforindividualization,asduetothepersonalisationofsocialmediawebsitesuserscontrol(throughwhatpagestheychoosetofollow)whattheysee.Thismeansthatouradswillgenerallybeshowntopeoplewhoareormightbeinterestedintheproduct.

Thebriefgavethespecificobjectiveofhavingastrongpresenceonsocialmedia,especiallyFacebooksoforthisreasonwewillfocusonbuildingourFacebookpagetoassistwithachievingbrandawareness.WithregardtootherplatformsusedIthinksupportingtheFacebookcampaignwithanInstagramaccount,willbebeneficial.Instagramhasagreateramountofregularusers(54%everyday)withinthetargetdemographicthananyothersocialmediaplatformandalsoallowsforgreaterintegrationwithFacebookasthetwoaccountscanbelinked.WearegoingtopromoteasingleadonbothFacebookandInstagramwhichwillaimtodrawpeopletogoonthepagesandlookatthenon-promotedcontent,andhavethesponsoredpostsassomethingthatwillmakepeoplewanttoclickonthepage.AstwitterisnotaspopularasFacebookandInstagramwiththetargetmarketwewillnotrunanysponsoredads,buttrytointegratetheInstagramandFacebookpostsonit.Furthermore,goingbacktoourcreativeidea,wewillaimtorespondtoallmessagesandcommentsmadeonsocialmedia.TV:FortheTVcommercialitwasestablishedthatweweregoingtousehumourtodrawattentiontotheproduct.Inmostciderorbeerrelatedcommercials,humourandquirkisusedtodrawattentiontotheproduct,andthatisduetothefactthathumourworks!Theinvolvementofincongruityresolutionforcestheviewertoprocesswhatishappeninginthead,whichoncefiguredout,createsamorefavourableattitudetotheadandtheproductassociatedwithit.Humourisusedconsistentlybyadagenciestobuildbrandawareness.Rossiter-Percy-BellmanThemainpurposeofthecommercialistoinstilbrandawarenesstotheconsumer–specificallybrandrecognition.ItissaidthatTVcommercialsarestillthemosteffectiveatthisjobasasignificantamountoftimecanbededicatedtoshowingthepackaging/logo.Seeingasthisproductislow-involvementandtransformational,itisimportantthatwemustappealtotheaudiencewithpositiveemotions.TheKBCrelatestoimprovingsocialinteractionsandtomakeyoufeelmoreapartofthegroup.Thatiswhyitisimportanttoappealtothetargetmarketbyshowingagroupoffriends.Usinghumourcandefinitelyassociatepositive

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emotions,aswellashelppeoplerelatemoretothebrandandtherebywillbeeffectiveforthistypeofproduct.MakingtheexecutionoftheKBCiscrucialhere.Thebasicideabehindeachad,nomatterthechannel,is“friendship”.Thisdrinkwillhelpyoumakefriends,thisdrinkwillbetherewhenyouarewithfriendsandthisdrinkwillbelikeapartofthe“group”.Theproduct’smainpromiseisthatitissupposedtohelpyouhaveagreattimewithfriends,helpsocialiseandhelpyoufitin.Itisasocialdrink.Thatiswhytheideaofhavingagroupoffriends,havingfishandchipsbythebeachafterworkwastheidealsettingtohelpconveythisideaofimprovingsocialrelationshipsandcreatingawell-deservedbeverageofchoiceforyoungpeopletoenjoy.Apresenceonprimetimetelevisionisstillthebestwaytobuildbrandawareness.ATVcommercialallowsfortheopportunitytogenerateexcitementandusehumour,whichwewillutiliseinordertobreakthroughtheclutter.Anotheradvantageisitsonetoonereach,theideathatanyonewhoiswatchingwhateverprogramwehavedecidedtoadvertiseonwillbeexposedtoit.Intermsofmediavehicles,werecommendrunningtheadsduringthe7pmproject.Webelievethatthisshow,whichhasonaveragearound600,000-700,000viewersperday(http://www.tvtonight.com.au/)hasthehighestamountofviewerswiththetargetaudience'sdemographics.Furthertothis,thehumorouslight-heartednatureoftheprojectincomparisontootherhighratingprogramsmeansthatviewersmaybemoreresponsivetoanadforanalcoholicbeveragethatuseshumour.Wewillalsorunouradduringgetawayonweekendssinceit’scheaper(non-primetime)butisstillviewedbythetargetdemographicwhoatthattimeofthedaymightbethinkingaboutgoingoutlater.BillboardsTosupplementthe30secondTVadairinginNovember,wehavedecidedtoimplementarangeofoutdoorbillboardads.ThesebillboardswillbemadeupofmediumsizedrailwaybillboardsandonesuperbillboardlocatedatMelbourneCentral.Duetoobviousgeographiclimitations,weexpectlevelsofreachtobehigherthroughourTVadsandsocialmediacampaigns.However,theuseofoutdooradvertisingwillbespecifictoourtargetaudience(20-30yearolds),andinconjunctionwithourothermediavehiclesandIMCactivities,billboardswillplayanimportantroleincreatingthat‘buzz’aroundSouthernCrossCider.Itsprimarypurposewillbetobuildbrandawarenessintheearlystagesofthecampaignthroughtheuseofhumourandcleverdesigntobreakthroughtheclutter,especiallyindenseinnercitylocationswheremessagesareaplenty.Oursuperbillboarddesignwiththesilhouettesinthesunsetmayseemconfusingatfirstbutoncetheconsumerbecomesfamiliarwiththebrand,wefeelthatitwillbeextremelyeffectiveingeneratinghypeanddiscussion,especiallyonsocialmedia.ThisbillboardwillbeimplementedafewweeksafterthebeginningofthecampaignsothatourtargetaudiencewouldhavehopefullybeenexposedtothebrandthroughtheTVadorsocialmediacampaignbythen.

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4.2:MediaObjectivesSocialmedia:Reach:anestimated97%ofpeopleinthe18-29agegroupusefacebook,with79%usingitatleastonceaday.Themostpopulartimesforpeopletobeonsocialmediaarefirstthinginthemorning(45%),afterworkandintheevening(41%)andbeforetheygotobed(40%).Thereforetheadsshouldbepostedbetweenthehoursof5pmand5amtogetmaximumreachwithinthetargetmarket.Wewillaimforareachofatleast70%withinthetargetmarket.WewillpromotetheFacebookadtwiceperweek,onceinthemorningandonceintheeveningformaximumreach.(https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf)Frequency:intermsoffrequency,aswearetryingtobuildbrandawareness,it'sbettertohaveafewadsrunningathightraffictime.Overthe4weeksweshouldaimforafrequencyofbetweennolessthan3andnomorethan6exposurestoeachadrespectively.Weight:ifreachissay,70%onaverageandfrequencyisonaverage2thenwecanpredictthattheGRPwillbe70x2=140Continuity:· Facebook:wewillallocatemoreofthebudgetforthefirst2weeksbypromotingeachad

(apulsingstrategy).Wewillspendaround$10,000peradperweek.Overthenexttwoweekswewillspend$5000peradperweek.Facebook.comestimatesthatforevery$1spentonpromotinganadyouwillget3'likes'.Usingthisdatawewillexpecttogetaround90,000likesoneachadinthefirstmonth.Thismeansinordertobeonthewaytoachievetheaimof50,000likesontheFacebookpagewithin6months(soaround8,000inthefirstmonth)only1outof10peoplewholikethepostshavetolikethepage.

· ForInstagramwewilldothesamething:overthefirst2weeksInstagramCPM(costperthousandviews):$2.48(http://www.pennapowers.com/how-much-do-ads-on-instagram-cost/)Inthefirst2weekswewillspend$5000eachweekonpromotingourInstagramads(thiswillgiveitaround2millionviews)andthesecond2weekswewillspend$2500eachweek(approx.1millionviews)Costbreakdown:overthe4-weekperiod· $30,000peradonFacebook· $15,000peradonInstagram

Recency:Itwillhelpsalesiftheadsareviewedclosetoapossibletimeofpurchase.ThetargetaudiencearelikelytopurchasealcoholfromThursdaytoSaturdayandthereforeweshouldaimtorunmoreadsaroundthistime.

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TVReach:Ourobjectiveistoreachatleast60%ofthetargetaudience.We'remakingtheassumptionthat60%ofourtargetaudiencewilltuneintotheprojectatleastoncewithinthe4weekperiod.Frequency:Weshouldn’taimtooverrunouradasthiswilllikelyannoythetargetaudienceandmakeitlesseffective.Amemberofthetargetaudiencewhowatchestheprojecteveryday(althoughthiswillonlybeasmallproportion)shouldseetheadnomorethan12timesoverthe4weekperiod.Weight:theaveragefrequencyofseeingtheadmightbe3times,soifreachis60%3x60=180Continuity:wewillhaveacontinuousbudget,inotherwordsthesameamountofmoneyeachweekoverthe4weekperiod(showingtheadthesameamountoftimes)wewillrunthead3timesperweekoverthe4weekperiod(totalcostof$75,000perweek=$300,000overthe4weekperiod)Recency:weshouldaimtorunanadeveryThursday/Fridaynightastargetaudiencemembersarethinkingabouttheweekendandmightbepersuadedtotrysoutherncrosscideriftheyseetheadforit

BillboardReach:ourobjectiveistoreachatleast30%ofthetargetaudiencewithourrailwayandMelbourneCentralbillboards.Weestablishthisobjectivewiththeknowledgethatalargeproportionofourtargetaudiencewillwork/socialise/studyinthecityandpotentiallycatchpublictransportintoaCBDlocation.

Frequency:Wewillhave1railwaybillboardat4differentrailwaystationspermonth.Thestationswillberotatedacrossa3-monthperiod;therefore12billboardswillbepurchasedandpresentedintotal.Hypothetically,if30%ofourtargetaudienceviewthesebillboardsonceaweekfor4weeksrunning,thenfrequencywillbe4.(Weight=4x30%=120)

Continuity:Thesuperbillboardwillrunfor8weeksduringthemonthsofNovemberandDecember,whilsttherewillbe4railwaybillboardspermonthfora3-monthperiod.

Recency:NotreallyapplicablehoweverhavingcentrallylocatedbillboardswillprovideadvertisingthatisclosetomanysocialhotspotsinMelbourne,thereforebettertargetingourdesiredaudiencewhenthey’reoutwithfriendsorfamily.

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4.3:MediaSchedules

TV Date Vehicle Timeofadairing

Description Costperad

Totalspend

Week1 Mon-13/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $25,000

Tues-14/11/2016

Wed-15/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $50,000

Thurs-16/11/2016

Fri-17/11/2016

Sat-18/11/2016 Getaway-Ch9 17:45 30secTVad $15,000 $65,000

Sun-19/11/2016

Week2 Mon-20/11/2016

Tues-21/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $90,000

Wed-22/11/2016

Thurs-23/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $115,000

Fri-24/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $140,000

Sat-25/11/2016

Sun-26/11/2016

Week3 Mon-27/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $175,000

Tues-28/11/2016

Wed-29/11/2016 TheProject-Ch10

19:15 30secTVad $25,000 $200,000

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Thurs-30/11/2016

Fri-1/12/2016


Sun-3/12/2016

Week4 Mon-4/12/2016

Tues-5/12/2016 TheProject-Ch10

19:15 30secTVad $25,000 $240,000

Wed-6/12/2016

Thurs-7/12/2016 TheProject-Ch10

19:15 30secTVad $25,000 $275,000

Fri-8/12/2016


Sun-10/12/2016

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SocialMedia Date Vehicle Description Costperad Totalspend

Week1 Mon-13/11/2016

Tues-14/11/2016 Instagram promotesponsoredpost

$5,000 $5,000

Wed-15/11/2016

Thurs-16/11/2016 Facebook promotesponsoredpost(pm)

$5,000 $10,000

Fri-17/11/2016

Sat-18/11/2016 Facebook promotesponsoredpost(am)

$5,000 $15,000

Sun-19/11/2016

Week2 Mon-20/11/2016 Instagram promotesponsoredpost

$5,000 $20,000

Tues-21/11/2016

Wed-22/11/2016 Facebook promotesponsoredpost(pm)

$5,000 $25,000

Thurs-23/11/2016

Fri-24/11/2016 Facebook promotesponsoredpost(am)

$5,000 $30,000

Sat-25/11/2016

Sun-26/11/2016

Week3 Mon-27/11/2016 Facebook promotesponsoredpost(am)

$2,500 $32,500

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Tues-28/11/2016

Wed-29/11/2016

Thurs-30/11/2016 Facebook promotesponsoredpost(am)

$2,500 $35,000

Fri-1/12/2016

Sat-2/12/2016 Instagram promotesponsoredpost

$2,500 $37,500

Sun-3/12/2016

Week4 Mon-4/12/2016

Tues-5/12/2016 Facebook promotesponsoredpost(pm)

$2,500 $40,000

Wed-6/12/2016

Thurs-7/12/2016 Instagram promotesponsoredpost

$2,500 $42,500

Fri-8/12/2016

Sat-9/12/2016 Facebook promotesponsoredpost(am)

$2,500 $45,000

Sun-10/12/2016

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5:OtherIMCActivities

Pop-upBarandSocialMediaHashtags

Apopupbarisanextremelyfunandinteractivewaytogetcustomersphysicallyinvolvedinourproduct,aswellasgainexposurewhilebreakingthroughclutter.

Ourplanistohaveamonthlongtour,runningthelengthofourcampaign,andtovisitallofthelargerurbanareasinAustralia,fromcoasttocoast.Stopsaretolasttwodaysineachlocation,astoallowampletimeforeveryonewhowantstotobeabletostopbyourtravellingbar.

PeoplecanfollowthetourandseewhenitiscomingtotheircitynextviatheSouthernCrossCiderFacebookandTwitterpages,aswellasfollowingthehashtag#SouthernCrossOnTheRoad.Thisgivespeopletheabilitytoseehowgreattheeventactuallyisbeforeitgetstothem,aswellastheabilitytosharetheirpicturesandexperiencesattheopen-airbars.TheSouthernCrossbeercharacterwillbethereinafullsizedcostume,handingoutcidersandbeingavailableforpeopletorecreatetheirownpictures,similartoourbillboardandprintadvertising.

Asanincentive,peoplewillbeencouragedtotakeapicturewiththeSouthernCrossCidermascotandusethehashtag#SouthernCrossOnTheRoadaswellas#HereForTheGoodTimestobeenteredintoacontestforachancetowinaslabofciders,everyhourthattheopen-airbarisopen.Thiscostsusverylittleandgetsplentyofsocialmediaexposure,bothgettingournameandcharacterout,aswellasspreadingexposureofourtour.

Thebaralongwithallofthedecorationsandseatingwillberusticinappearance,tobringthecoolimagetotheevent.Theactualtravellingbarwithbeasmallcaravanpulledbehindabrandedcar,withthecidersbeingservedfromit.(Figure1)Fairylightswillhangabovetheenclosure,withatarpsetupincaseofrain,whichwillbesetupquitehighastostillgivethefeelingofopenairandspace.Whileitwillbemostlystandingarea,therewillbemanystools,comfortablecouchesandseatsforpeopletositdownandrelaxanddrinkin.Upbeatindiemusicwillbeplayingloudenoughtobeheardoffofthestreet,butisstillatalowenoughlevelthatpeoplecantalkwithintheseatingarea.Itisimportantthatpeoplefeelwelcometostayandsitdown,becausewewantpeoplewhoarewalkingbytoseepeoplestayingandhavingagoodtime,makingthemwanttocomeandstayforadrinkortwo.Itisalsoimportanttonotethatpeoplewouldnotbeallowedtotakedrinksoutsideofthebararea,asopenalcoholisnotpermittedinthestreetinAustralia.

ThetourwillstartatthebeginningofsummerinDecember,astocapitalizeonoptimalpatioweather.Inthecitiesweplanonvisiting,thebarwillbesetupinurbansquares,closetocitycentres,aswellasbusinessdistricts,oronuniversitycampuses.Theywillrunfrom5PMto8PM,astoreachtheafterworkcrowdgoingforafter-workdrinks.Incitieswherewesetuponuniversitycampuses,itwouldbesetupbetween12PMand3PM,toallowforstudentstogobetweenclassandduringlunchbreaks.

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PointofPurchase:Astrongpointofpurchasedisplaywillbenecessarytoreinforcebrandawarenessandgoalongwaytoachievingtheoriginalaimofbeingthefirstthingpeoplereachforwhentheygotobuydrinks.Forourpointofpurchaseadvertisingwewillaimtoshowcasethepackagingofthebrandandmakeitstandout.

Wewillmakereferencetotheadbyhavingacardboardcut-outofourmascot,replacingthefacewithaholesothatcustomerscantakepicturesofthemselvesasthecider.Theciderwillbecarryingalargeeskycontainingtheproducts,whichgoesbacktotheideaofsoutherncrossciderbeingamate.

Sponsorship:WearelookingtosponsoraraceattheSpringCarnival,possiblyonthedayoftheAAMIVictorianDerby.Wefeelthatmanyoftheracegoersattheeventwillfitintoourdemographictargetof20-30yearolds.Wewouldlookintopossibleoptionsofgettingourproductintosomeofthebarsattheracingcarnivaltoonceagainbuildexposureontheday.Thecostofsponsoringarace,gettingthenamingrightsoftheraceandpresentingthetrophytothewinnerwillbearound$100,000.Additionally,thetimeofthiseventwillcoincidewiththepreliminaryairingsofourTVads,socialmediaandothercommunicationactivities.

6:Evaluationandcontrol

6.1:Evaluation/TrackingtechniquesPop-upBar· Thepop-upbarwillallowustosurveycustomersdirectly.Inordertofindouthow

successfulourbrandrecognitionhasbeenwewillsurveypeopleattheeventaskingiftheyhadheardaboutthebrandbeforeattending,andifso,how.Thiswillallowustogainaninsightintowhatpromotionisactuallyworkingtoinformpeopleaboutsoutherncrosscider.

· Basedonthisinformationwewilladjustthebudgetaccordingly,forexampleifthemajorityofpeoplesaytheyheardaboutsoutherncrossciderfromsocialmediaitwilljustifyincreasingthesocialmediabudgetandputlessofthebudgetintoTV.

Billboard- SurveyscanbeconductedusingFacebookorTwittersurveyplatformstoinquireour

followers;whethertheyhaveviewedspecificads,theeffectivenessofthoseadsandwhethertheywerememorableorlostintheclutter.

- Focusgroupscanalsobeutilisedasapre-screeningactivitytohelpdeterminetheeffectivenessofallbillboardadvertisements.Thisshouldgiveusinsightastowhetherthedesiredmessageisgettingacrosstoourtargetaudience.

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SocialMedia· Trackingthesocialmediacampaignisimportantbecausesocialmediaisamajor

componentof· Theobviousevaluationofsocialmediastrategywillcomefromlookingattheamountof

'likes'onbothourposts(facebookandinstagram)andourfacebookpage(aswellaslookathowmanyfollowerswehaveoninstagram).

· Withthecampaignbeingpromotedheavilyoverthefirsttwoweeksweshouldexpectalargeamountoflikesinthatperiod.Forthenexttwoweeksweshouldexpectlikestokeepcomingbutmoreorganicallyassomebrandawarenesshasbeenachievedbytheheavierinitialpromotion.Thisisbecauseofthesocialnatureofthedrink,soweshouldexpecttoreceivehighwordofmouthpromotionbyconsumerswhohavetriedthecider.

· Wewillmeasurethehowmanynewlikeswegetonthefacebookpageeachweek

6.2:PossibleCorrectiveActionScenario

Billboard- Ifthepublicarenotrespondingwelltothebillboardsorthemessageofthesebillboards

isbeinglost,existingdesignscanbescrappedandnewdesignscanbedevelopedbeforemoreresourcesandmoneyiswasted.

- Ifouralcoholrelatedadvertisingisnotgiventhego-aheadinourlocationsofpreference,wecanlookatthenextbestalternativeswhichcouldincludepopularbeachsidetownsortrendymetropolitansuburbs.

SocialMedia· Iftheamountoflikes(perweek)hasgonedownbylessthan50%inweek4comparedto

week2wewillchangethepromotionstrategytoacontinuousoneIfwehavenotreachedourgoalof8,000likesonthepagebytheendoftheperiodwewillhavetolookintospendingmoremoneypromotingtheposts.Furthertothiswecouldpromotemoreofouradsratherthanrelyonasinglepromotedpostforeverymediavehicle

Pop-UpBar· Ifthereisverylowattendance/thebarisunpopularwewillupthepromotionbyputting

postersaroundtheareawherethebarisandhaveemployeeswalkingaroundpromotingtheevent.

Generalcampaignoutcomes:SouthernCrosscidermaygoadifferentwaytoVB(whichinspiredandbecomemoreofanicheproductwithacultfollowingamongstanarrowerdemographic.Thiscouldmeanmorespentonsocialmedia

35

Logofmeetings

·8/3/16–allpresent

-Groupformed

-Brand/productdiscussion


-DecisionmadetouseVBasourbrandofchoice

-Startmadeonsituationanalysiswithpreliminaryresearchandinternalanalysisdivided


-Situationanalysisprogressmade

-Consumerbehaviouranalysis/Macrofactorsdividedup

-StartedlookingatSWOTanalysis


-Situationanalysisfinalisedandcompleted

-SWOTanalysisandsection1.3workedon.


-SWOTfinalised

-BeganallocatingrolesforKeystrategicdecisions(2.0)


-FinalisedkeystrategicdecisionsandbeganwritingupIMCbrief.

-Presentationparticipantsdecidedupon

-PowerPointstarted

36


-IMChandedinontime

-Presentationconductedon‘SouthernCrossCider’


-Stillyettodecideonacreativeidea.

-Brainstormingstillbeingconducted

-Someworkstartedonsection3.0


-Decidedonacreativeideaandfinishedsection3.0

-Mock-upcreation/explanationunderwayfortraditionalmediaforms.


-MajorityoftraditionalMock-upsfinalised

-WorkdoneonadditionalIMCactivities(P.O.P,sponsorshipetc.)

-Media/Socialmediaschedulescompleted