Date post: | 01-Nov-2014 |
Category: |
Business |
Upload: | ysabel-camus |
View: | 9 times |
Download: | 7 times |
Bagaoisan. Bartolabac. Camus. Mendez. Nakpil. Salandanan. Tuazon. Tupue. Yañez.
MARKET BACKGROUND
AGGREGATES
CHOSENAGGREGATE
CONTACT POINT
INSIGHT
BIG IDEA
EXECUTION
Filipinos in general tend to take vitamins when they are already
feeling sick or when they feel theyare about to get sick.
“VITAMIN C”
A problem with frequency because the tendency of consumers is to just buy us
when they’re already feeling sick.
“ I don’t often get sick.”
Hence, the product offering of Smart C of providing Vitamin C fails to resonate
which keeps the brand from fully penetrating the market.
Business Issue
METHODOLOGYResearched on RTD market in the Philippines.
Consulted with Dr. Joy Flores regarding effects of Vitamin C
Review of Competition
Store Visits: Convenience stores, grocery stores, and supermarkets
Campus Inquiries: UP, DLSU, ADMU, UST and UA&P(No Smart-C in
Cafeteria)(With Smart-C in Cafeteria)
Researched on RTD market in
the Philippines.
Interviews
Poll
IMC Plan
METHODOLOGY
What is Smart C+?
Launched in mid-2010Ready-to-drink fruit juice drink
with 500mg Vitamin C in every 500ml bottle.
Three citrus flavors: Lemon Squeeze, Orange Crush and Pomelo Grapefruit.
It is available in convenience stores and all leading supermarkets except
SM.
COFFEE
ICEDTEA
BOTTLED WATER
FRUIT JUICE
ENERGYDRINKS
SODAS
Competitive Space
“sawa,” “umay” “sikat”
“I can always change my mind at point of purchase”
*Loyalty does not pertain to an attachment to one brand. In general, the consumers in the RTD category tend to buy two or more brands.
64%16%
12%8%
3 Brands or moreNone2 Brands (C2 and Minute Maird, Coke and Real Leaf, etc.)Just one bran forever! ex. C2 only, Coke only)
How many Ready-to-drink brands are you loyal to?
*Evoked Set pertains to the repertoire of two or more preferred and trusted brands that come to the consumer’s mind when a need occurs.
OBJECTIVES:Therefore, we see that the first
order of business of our IMC plan is to make Smart C part of the Target Market’s evoked set of RTD’sAnd then, we will work on making it the most frequently consumed brand among the set in order to fully penetrate the market.
ExternalShoppers-End Consumers
Schools/UniversitiesOrganizations
Retailers
Multiple Markets
InternalManagement
Employees
Aggregation
CurrentCompetitive
Emerging
Universal Demographics:
ABC118-21 yo
Urban city dwellersCollege students
General Psychographics:
- stress comes from academic workload- at least 1 extra curricular activity- enjoys hanging out or partying with friends - sometimes, schoolwork gets in the way of their weekends- balance: school + social life- consume TV and radio but largely netizens (FB, Twitter, blogs)
I see
”Smart C is my new favorite drink”
PART OF THEIR EVOKED SET!
Psychographics and Behavior:
They take vitamins regularly and they rarely get sick.
They are health-conscious and they appreciate Smart C’s “Health Benefit.”
They exercise and eat healthy as they maintain a healthy lifestyle.
Ready To Drink:whenever it’s HOT or when they need ENERGY
buy from food stalls inside or outside the school (in convenience stores)
but if there are no available RTD’s they buy water instead
Ready To Drink:
TASTEPOPULARITY CONVENIENCE
123
Smart C:They already like Smart C and they found out about it through word of mouth and TV ads.
I don’t see
Smart C is not part of their evoked set.
“I don’t really get sick but I still jog sometimes.”“I take vitamins daily because of my mom.”
Psychographics and Behavior:They are not really health conscious.
HEALTHY=NOT SICK
X
X
Ready To Drink:- whenever it’s HOT or when they need ENERGY.
- buy from food stalls inside or outside the school (in convenience stores)
- but if there are no available RTD’s they buy water instead.
Smart C:
X
They have already tried Smart C but they didn’t like the taste.
They are already loyal to these brands that they like and after trying Smart C, they didn’t buy Smart C again.
They preferred the taste of other RTD brands.
To See is to Believe
Have not tried Smart C and they don’t know much about it.
Psychographics and Behavior:
ESCAPE FROM STRESS = SPORTS AND MUSIC
They are constantly busy.
Psychographics and Behavior:
They try to have physical activities and eat good food to maintain their health.
While they do not drink vitamins regularly, they claim that they do not get sick often.
Ready To Drink:1-2x a week (eat out/merienda)
They like “natural” drinks.“Tropicana, Fit n Right, Minute Maid, C2, Sola,
Real Leaf” because they like the taste.
Smart C:“I haven’t had the chance to try Smart C so I tend to just
stick with the brands that I know.”
“I don’t really know much about Smart C.”
Smart C:They always go for what is convenient.
“I buy from grocery stores because everything is there.”
I’ll See
They have already tried Smart C and they actually have positive perceptions of Smart C. However, Smart-C is not yet part of their evoked
set.
Psychographics and Behavior:
They have long days.
They are constantly busy and stressed.
Psychographics and Behavior:They claim that they are health conscious.
HEALTH = WELLNESS OF MIND AND BODY
They try to eat right and they try to squeeze in quick work outs.
Psychographics and Behavior:
They consider healthy options.While they do not regularly drink vitamins, they
claim they do not get sick.
Ready To Drink:
CONSUMPTION
RTD’s Smart C+
EVERY WEEK
Ready To Drink:school caf & convenience stores
“I’ll try it if I’m feeling adventurous.”
Ready To Drink:If the brands that they don’t like aren’t available, water’s good.
Ready To Drink:TASTE POPULARITYCONVENIENCE
123
Smart C:ADVERTISEMENTS
RECOMMENDATIONSACTIVATIONSFREE SAMPLES
“Smart C is an okay brand.”
Chosen Aggregate
I’ll See
Day in a LifeWake upLeaves for schoolClassLunchOrg MeetingMajorsPEP trainingHomework
5:00am6:00am
7:30-12:00pm 12:00pm
1:00-1:30pm1:30-6:00pm
6:00-9:00pm10:00-12:00am
TVC WOM Convenience Store
Cafeteria Activations
“I like it – health benefits, not much
sugar, the taste, price.”
+
+/“Its available anywhere”
“They know how to market
themselves.”
“A lot of people like this! It must be
good!”“It didn't say
anything. I just saw it in a store.”
/ +/ +/
+/
BRAND CONTACT
POINTS
MIND MAP
PRODUCT PERSONALITY
SimpleFit
Nice & FunHealthy
MediocreHealth-conscious
LivelyShy
Not loudHumble
PRODUCT ATTRIBUTES
PRODUCT BENEFITS
JuiceDrink
PomeloLemonade
Lemon
RefreshingThirst
quenchingVitamin C
RELATIONSHIPwith
PRODUCT
Non-existentDistantNot my
favorite but I like it
Brand Relationship Statement
StatementBrand Relationship
“Torpeng manliligaw, pero ang potential umaapaw.”
StatementBrand Relationship
Need for quality and quantity communication between them
“Torpeng manliligaw, pero ang potential umaapaw.”
StatementBrand Relationship
Need for quality and quantity communication between them
StatementBrand Relationship
“Torpeng manliligaw, pero ang potential umaapaw.”
Consumers fail to see the RELEVANCE
of the Vitamin C offering of Smart-C. Thus, not seeing its full potential.
L-Carnitine
Cool N’ Clean
Good for the heart
Smart-C: Vitamin C“I’m not sick right now, so what?”
What are we?
Brand Relationship Statement
Pre-Insight
They know who they want to be but they have yet to concretize how exactly
they can be that kind of person.
Why do our consumers lead multi-faceted lives?
Brand Relationship Statement
Pre-Insight
They are seizing every opportunity to discover who exactly they can be and
how they can be that person.
Hence, they are currently exploring their options.
Brand Relationship Statement
Insight
“I don’t want to miss out on chances to be who I want to be.”
Insight
Every activity is a chance to be the person that I want to be...that person who makes the most out of life so I
cannot afford to get sick.
B G Idea
[Def]: Continue uninterrupted
Keep G ing
Objective: To make Smart-C more relevant to consumers by incorporating the benefits of Vitamin C in their lives. Hence, allowing us to more effectively
penetrate the market.
Strategy: To highlight the benefit of having a strong immune system
provided by Vitamin C which is best experienced during the transition periods of our consumer’s day-to-day activities hence emphasizing the need for Smart-
C to keep them going regularly.
Executions
Executions
PHASE 1PHASE 2
PHASE 3
PHASE 1
Hi I’m Smart C and I keep you going!
REINTRODUCTION[June-September]
REPACKAGEPRESENCE IN CAFETERIAS
PHASE 1
REINTRODUCTION[June-September]
SHOPPER’S MARKETING
PHASE 1
REINTRODUCTION[June-September]
SHOPPER’S MARKETING
PHASE 1
REINTRODUCTION[June-September]
DIGITAL MEDIA
PHASE 1
REINTRODUCTION[June-September]
TVC
PHASE 1
REINTRODUCTION[June-September]
ACTIVATION: Midterm
PHASE 1
REINTRODUCTION[June-September]
FREEBIES
PHASE 1
REINTRODUCTION[June-September]
AMBIENT ADS
PHASE 1
PHASE 2
I know you!
PHASE 2
CONSUMER ENGAGEMENT[October-January]
ACTIVATION: Pre-Finals Week
Student Organizations:“Who can distribute the stress balls most
creatively?”
PHASE 2
CONSUMER ENGAGEMENT[October-January]
ACTIVATION: Pre-Finals Week
CONSUMER ENGAGEMENT[October-January]
RADIO
PHASE 2
CONSUMER ENGAGEMENT[October-January]
PR: Sponsorships of Fairs and Orgs
PHASE 2
CONSUMER ENGAGEMENT[October-January]
Digital: “Keep App”
PHASE 2
CONSUMER ENGAGEMENT[October-January]
SOCIAL MEDIA
PHASE 2
How do you #keep
going? @OishiSmartC
CONSUMER ENGAGEMENT[October-January]
SOCIAL MEDIA
PHASE 2
How do you #keep
going? @OishiSmartC
PHASE 3
I wanna meet your friends!
PHASE 3
DEMAND GENERATION[February-June]
TVC
PHASE 3
DEMAND GENERATION[February-June]
TVC
PHASE 3
DEMAND GENERATION[February-June]
TVC
PHASE 3
DEMAND GENERATION[February-June]
DIGITAL MEDIA
PHASE 3
DEMAND GENERATION[February-June]
SMART Cam
PHASE 3
DEMAND GENERATION[February-June]
SUMMER:Smart CSR
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC6 Universities5 teams of 3
“How do you keep going?”
PHASE 3
DEMAND GENERATION[February-June]
PHASE 3
DEMAND GENERATION[February-June]
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
WINNERGETS...
PHASE 3
DEMAND GENERATION[February-June]
ACTIVATION: BGC
Conclusion
We have to be able to translate our brand promise into the language that they can understand so that the next time they feel the need to buy a drink, they won’t even
think twice.
MARKET PENETRATION = MIND PENETRATION
Thank you! Keep G ing