IMC CAMPAIGN REINTRODUCTION OF DIET COKE
APRIL 8, 2014 SUBMITTED BY: ARJUN ABBI, JIJO FRANCIS, PRIYANKA GUJRAL, RATUL CHOWDHURY, NAVTEJ SINGH, YOGESH RAHEJA
TABLE OF CONTENTS
I.
BRAND REVIEW………………………………………………………………. REVIEW……………………………………………………………….
2
II.
BUDGET ALLOCATION……………………………………………………... ALLOCATION……………………………………………………...
3
III.
INDUSTRY AND ITS KEY FACTORS………………………………………. FACTORS……………………………………….
5
IV.
IMC OBJECTIVES……………………………………………………………. OBJECTIVES…………………………………………………………….
8
V.
MEDIA PLAN FOR DIET COKE……………………………………………. COKE…………………………………………….
10
VI.
CAMPAIGN SCHEDULING AND BLOCKING CHART………………….. CHART…………………..
22
VII.
GRAPHIC TREATMENT…………………………………………………….
28
VIII.
CONCLUSION…………………………………………………………………
31
BIBLIOGRAPHY…………………………………………………………….
32
IX.
1
I.
Brand Review
Diet Coke was first launched in 1982 and it is currently the No.3 soft drink worldwide according to the Coca-Cola Company. Diet coke was originally the 1st brand other than the Coca-Cola itself to carry its huge name.
(Brand New, 2011) Diet coke is a sugar and calorie free soft drink with a delicious taste which helps to boost up in your busy day. If you drink normal coke it gives you side effects like Kidney cancer, Fatigue and increases stroke risk but diet coke doesn’t gives you such harmful effects. Diet Coke enhances
the performance of Athletes and gives benefits bene fits for appetite reduction. (Coca-Cola)
2
Brand image of the product is to support awareness of women’s heart health program which
reduces the heart stroke risk. The brand hopes that this new remarkable modern design will inspire people to lead healthy lives and care about the product. (Rudenko, 2010) Brand Positioning : For aspirational adults, diet coke is the smart solution that helps keep them
at the top of their game. (Coca-Cola) Unique Selling Point : “Diet Cola- The Little Black Dress” Place in the industry : From the holistic point of view, the Diet is showing a negative growth
from the past years. Diet coke sales declined 7.3% from mid-February to mid-march. The Product is facing problems due to viscosity issues. Canadians are really concerned about the health issues because of the artificial sweeteners added in the drinks which cause cancer and heart diseases. The only solution to save the product is to change the consumer’s perception
about the product through the developing of artificial sweetener that does not contain aspartame that actually tastes good. The product should contain mid-calorie options with the mixture of stevia and sucrose to increase the future sales of diet coke. (Cooper, 2014)
II.
Budget Allocation
Television Televisio n
April
May
June
July
August
September
COST
CTC
3500
2000
2000
2000
2000
2000
13500
ACTION AUX
3500 3500
2000 2000
2000 2000
2000 2000
2000 2000
2000 2000
13500 13500
GLOBAL NEWS
3500
2000
2000
2000
2000
2000
13500
CBC NEWS
3500
2000
2000
2000
2000
2000
13500
HBO CANADA
3500
2000
2000
2000
2000
2000
13500
DISCOVERY CHANNEL
3500
2000
2000
2000
2000
2000
13500 3
TSN
3500
2000
2000
2000
2000
2000
13500
OMNI CHANNEL
3500
2000
2000
2000
2000
2000
13500
FOOD CHANNEL
3500
2000
2000
2000
2000
2000
13500
CMT
3500
2000
2000
2000
2000
2000
13500
TRAVEL CHANNEL
3500
2000
2000
2000
2000
2000
13500
THE WEATHER NETWORK
3500
2000
2000
2000
2000
2000
13500
FASHION TV TOTAL COST
3500
2000
2000
2000
2000
2000
13000 188500
KISS 92.5
1500
900
800
800
800
800
5600
CBC RADIO
1500
900
750
700
700
700
5250
VIRGIN
1500
850
800
750
700
650
5250
CHUM 104.5
1500
850
800
750
700
650
5250
COUNTRY 104.9
1500
850
800
700
700
600
5150
JAZZ
1000
800
800
650
650
600
4500
BOOM 104.1
1000
750
700
650
550
500
4150
MY RED 93.1 FM
1000
750
700
650
550
500
4150
RADIO
TOTAL COST
39300
SOCIAL MEDIA FACEBOOK
4000
3000
1500
1300
1200
1100
12100
YOU TUBE TWITTER
4000 4000
2500 1400
1500 1400
1300 1300
1150 1000
1100 1000
11550 10100
GOOGLE PLUS LINKEDIN
1500 4000
1100 2000
1000 1500
800 1500
700 1200
500 1100
5600 11300
INSTAGRAM
4000
1500
1500
1500
1500
1500
11500
PINTEREST
4000
1500
1500
1500
1500
1500
11500
TOTAL COST
73650
PRINT MEDIA TORONTO STAR
2550
1800
1700
1600
1500
1400
10550
GLOBE AND MAIL
2000
1800
1700
1600
1500
1400
10000
LA PRASSE
2000
1800
1700
1600
1500
1400
10000
GAZETTE
2000
1800
1700
1600
1500
1400
10000
VANCOUVER SUN
2000
1800
1700
1600
1500
1400
10000
TOTAL COST
50550
MAGAZINES FLAVOURS
2000
1700
1700
1700
1700
1700
10500
FOOD AND DRINK
2000
1700
1700
1700
1700
1700
10500
FLARE
2000
1700
1700
1700
1700
1700
10500
FASHION CANADIAN BUSINESS
2000 2000
1700 1700
1700 1700
1700 1700
1700 1700
1700 1700
10500 10500 4
TOTAL COST
52500
DIRECT MARKETING CAMPAIGNS
5000
4000
3500
3000
2500
2500
20500
CELEBRITY EVENTS
10000
8000
8000
8000
8000
8000
50000
TOTAL COST
70500
D-O-O-H DIGITAL MALL NETWORKS SUPERBOARD
1000 1000
800 800
800 800
800 800
800 800
800 800
5000 5000
STREET LEVEL
1000
800
800
800
800
800
5000
DIGITAL POSTERS
1000
800
800
800
800
800
5000
DIGITAL AIRPORT AD
1000
800
800
800
800
800
5000
TOTAL COST TOTAL
25000 $500000
We have distributed about 1/3rd of the budget on the television shows because of the millions of people watching it. By showing our advertisement at different timings at their favourite shows increases the awareness of Diet coke. In the first month we are spending $3000 in each television channel and after that once our product advertisement shows some result then we decrease the amount of spending in the following months. Around $80000 will be used for social media like you tube, Instagram to advertise the product. Now-a-days consumers are very much aware about the social media in which advertisement really affects the sales and awareness. Rest of the money has been distributed in magazines, print media, direct marketing and radio advertisements. III.
Industry and its Key factors :
Coca-Cola and Pepsi have been the companies that have led the non-alcoholic beverage industry for years. Coke has been the leading brand name surpassing other giants every time. Currently it produces over 500 50 0 brands in more than 200 countries and territories. There are numerous factors that have made this possible for Coca-Cola. Some of these factors are:
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1. Organization Size : The effectiveness of a company, its competitiveness and effective distribution channels depend upon how big or o r small a company is. Large corporations such as Coca-Cola prove themselves to be worthy in these areas. The organization organiz ation size and structure have helped Coca-Cola to diversify themselves as a company and capitalize on maximum market share. 2. Global Expansion : Globalization for a company is another important factor that helps him survive market competition and emerge as a big successful company. As mentioned Coca-Cola currently produces over 500 brands in more than 200 countries and territories. They have also had various mergers and acquisitions to make this possible, thus capitalizing on the major market share of other countries. cou ntries. 3. Price: Pricing has been an important strategy for the company since its beginning and further expansion. It is because of its low pricing that people peo ple prefer to have more of these beverages than any other drinks. People even prefer to have this over water. 4. Brand Loyalty : It has been a major issue in recent years for the company. Coca-Cola focusses on brand loyalty because they are aware of the fact that consumers consum ers are very keen on choosing a brand especially when it comes to soft drinks. They have been the chosen brand by consumers for years. They have been the number 1 brand surpassing many other giants. 5. High capital investment : This is one important factor that eliminates a number of competition from the market. Thus, Coca-Cola and Pepsi have been the market leaders because of their huge investments in various sectors such as marketing, advertising, advertising, Human resources and logistics. 6. Product Innovation : This is one area where Coca-Cola Coca -Cola has proven its metal. They have variety of brands under them which includes products p roducts such as Diet Coke, Caffeine free Diet Coke, Coke Cherry, Fanta etc.
(Shabby Blogs, 2012) (Coca-Cola India, 2010)
6
Challenges faced by the Brand : In recent years Coca-Cola as a brand have faced numerous challenges and some of them really affected them. Now Coca-Cola is trying to be relevant and save its image. Some of the challenges faced by the company are as follows:
Tooth Decay and Acid : Acidity and decaying of tooth has been one of the major causes
of concern as too much of exposure to acidic drinks leads to tooth damage. Coca-Cola also has been a part of several se veral court cases since 1940s declaring that the acid present in the drink is harmful. Similarly Pepsi-Cola also contain acid in them that can cause damage.
man y of the High fructose corn syrup : High fructose corn syrup was introduced in many processed foods and soda drinks in the US between the years 1975-85. Since 1985, high fructose syrup was being used as an ingredient in Coca-Cola instead of sucrose which could reduce costs. This was seen as a criticism. High fructose syrup increased the levels of obesity and diabetes. As per FDA’s newly suggested food labels Coca-Cola has to
display its use of sugar and high fructose syrup.
Michelle Obama’s Campaign against obesity : There has been a recent campaign held
by Michelle Obama against obesity amongst people which is causing problems for this American multinational company. She has been asking Americans to drink more water instead of these soft drinks because of the problems it is causing to health of the people.
(Coca-Cola) (The New York Times, 2014)
Consumer Profile:
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Coca-Cola has been highly favored by teenagers. The popularity of the product lies very much with the age group of 18-24 year old but the consumption is high high amongst 25-40 year olds. In terms of income people with the bracket of $35,000 - $40,000 per annum are the heaviest users of Coca-Cola. In terms of households people with 3-4 members in a family and people with children in their family are the major users of Coca-Cola. Coca-Cola also targets young men and professionals with the age group of 25-40 year old. Consumers have always been loyal towards Coca-Cola mainly because of its taste. It is less sweet and is preferred by everyone. Previously Diet Coke was towards the young professionals (25-35 year old). This time the core target market would be people ageing from 18 to 40 year old. But our aim would be to reach out to all the people who want to stay, eat and DRINK healthy.
IMC Objectives :
IV.
Coca-Cola as a brand has been facing several issues majorly concerning to people’s health. Consumers have been avoiding soft drinks in recent times as it is said to be a major reason for obesity. The brand value for Coca-Cola as a whole is dropping. This was the reason the decision to re-introduce Diet Coke took place. Through this re-introduction, Diet Coke will emerge as the drink which will lead your life the healthy he althy way. Some of the core IMC objectives are as follows:
amon gst Sales Objective : Diet Coke has not proved to be a successful product amongst consumers. Initially people were not very health conscious c onscious because of which the consumption of diet coke was not much and the sales generated out of the product was not something which the company expected. Now by re-branding the product the company targets to increase its sales volume and capitalize on the lost market share. The Th e company aims at increasing its sales volume by 20% 20 % in the first 6 months.
Brand Loyalty : With the recent challenges faced by the company, the brand image of the
company has been hampered. But when it comes to loyalty lo yalty the consumers are still very loyal the Coca-Cola. So the company compan y with this re-introduction targets its loyal consumers and to stabilize its image in the market. Ultimately the long term ob jective of the company is to increase its loyal customer base.
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Brand awareness : The Company aims at creating awareness amongst its consumers
about Diet Coke. They want the th e consumers to know that consuming Diet Coke C oke will not be unhealthy for them. It is mainly targeted for people who want to drink coke but hesitate because of the health issues been taken up.
Coca -Cola Advertising : It is one of the important IMC plans to reach the target audience. Coca-Cola has been one of the brightest example of TV advertising. They have always had strong advertising strategies to attract its consumers. Coca-Cola advertising has always attempted to show changing lifestyles. They always have a social content in their advertisements. Celebrity endorsements is also a key factor to their advertising strategy. For Diet Coke the strategies will remain same as the most important factor related to this product is health and it is also the most discussed topic in the society. society.
compan y has always selected the best advertising Media selection : Coca-Cola as a company medium for its products. These medium include TV, radio, newspapers, magazines, and websites. They have always showcased their product really reall y well through these mediums. Now with social media being an integral part of people’s lives, this gives gives Coca-Cola
another great platform for their advertisements and promotions. Coca-Cola can create a Diet Coke fan page for its consumers on Facebook where people can c an post their likes and dislikes about the product and through which the company can work upon its product. They can have consumers write on twitter and can create a #tag account on twitter. They can also use Instagram as a source to post all a ll the photographs of the major events of o f Diet Coke conducted or sponsored by the company. In order to have brand management through social media services such as Facebook, twitter, Google+ the company can use Hoot Suite as a social media management mana gement system. They can also share the photographs of the launch event of Diet Coke. Co ke. Creating ads for TV, radios, newspapers and magazines is very essential as it will cover a large portion of the target audience. Live events e vents at the shopping malls showcasing the product and also creating awareness will be beneficial. Promoting Diet Coke at schools and colleges and giving away free samplers can be another method for the company to create awareness. (ehow) (Hoot Suite) 9
V.
Media Plan For Diet Coke Creative Strategy & Media Recommendations Recommendations
Appeal Technique – Technique – Appeal is one of the most important aspects of conveying a right message
to audience. The most correct co rrect and “right is your appeal the most promising and right reactions”
you will get. Appeal is all about the way of delivering the message in advertisements to directly influence the consumers to buy the product. Also, it is very powerful and helpful way wa y to create a positive image of the product in the eyes of the consumers. So, for our diet coke we will be using “logical appeal” in order to change the beliefs of consumers about the Coca-Cola regarding
health issues like obesity, tooth decay that diet coke is a solution for all because bec ause it is zero calories, zero gram sugar as it is sweetened by aspartame aspartame an artificial sweetener and not by sugar. Also, diet coke is available in different d ifferent flavors like caffeine free, cherry, citrus zest which are good for health as well. However, with the logical appeal we will try tr y to convince the consumers to consume Diet Coke by b y telling them benefits of Diet Coke. b rand building and creating brand awareness Tone – Tone – Tone is the necessary component of brand through ads. Tone is like a body language which tells about the mood, situation and defines the different attributes of the brand or product. Tone is the overall personality and most importantly, importantl y, it constructs the face of the brand on which people get attracted to purchase the product and through which consumer connects itself with the brand and finds some similarities between itself and the brand. So, as we are rebranding the Diet Coke and our target market is (18-40) years of age group which is young students and young professionals so in order to do convince this market which is a symbol of energy, energ y, joy, passion and excitement we will be using following tones: Intense, Assertive and Exciting tones through our advertisements. Intense tone will comply towards the passion of consumers to have hav e a Diet Coke because of its healthy and nutritious content which we will describe in assertive tone and with full excitement shown in advertisement to enjoy the Diet Coke at every moment which will be reflected with exciting tone. 10
Big Idea – Idea – “Diet “Diet Coke – Enjoy Enjoy till the last drop”
This is the brand positioning statement of a company compa ny and we will create the name of our ad campaign with this name itself “En joy till the last drop”. Under the Under the Big idea we urge the Coca-Cola to reintroduce the Diet Coke as a brand. The main reason for this is to deliver the message to the people that now they should not hesitate to drink the Coke’s products due to health issues like obesity and enjoy drinking a Coca C oca-Cola product.
The company can provide provid e a bigger platform this time to reintroduce the product. pro duct. It will be a huge event where the product will be reintroduced or re- launched as a healthy, refreshing soft drink. The event will be organized by the company with complete media coverage and will telecast on all major TV channels. They will also conduct c onduct a live streaming for internet users for free. The event will have most of the fitness icons or Hollywood stars, sportspersons. The entire event will be hosted by these icons and all the information regarding the product will be provided by them. The main reason why we are bringing in these celebrities is because of the connection they will create with the audience. This will have h ave a definite impact on the sales objective of Diet Coke. After this event, all the advertisements regarding the product will be started to showcase and aired on popular TV channels with some of the advertisements featuring the celebrities that were present in the event. Also, from here the company would further follow the agenda of execution of an ad campaigning throughout the Canada via mentioned media vehicles “Diet Coke – Enjoy Enjoy till the last drop”. drop” .
Creative approach for TV & reasons to choose it Television is the most effective media tool in Canada Cana da to reach massive consumers for any brand or product. TV creates very fast and quick q uick impact on viewers through advertisements shown between mostly viewed programs like News, Sports, General Knowledge & Entertainment. TV is the most successful medium to reach audience during perfect timing within the whole 24 hours 11
i.e. “Prime Time” when consumers are very receptive to advertisements. So, for our brand Diet
Coke it is one of the appropriate platforms to reach our target audience as the average Canadian Adult aged 18+ spends 29.4 hours per week watching television which states that TV is very effective medium for us to advertise and to reach rea ch our consumers on vast basis. ba sis. Below is a graph which represents the stats about the response of Adults A dults 18+ consumers towards advertisements through different mediums: (htmlpublish) (TVB)
Adults 18+ Most Receptive to Ads While 42.8
13.7
10.4
10.2
8.7
5.6
Internet
Radio
Television
the
a
to
atching
Listening
Reading
Newspaper
a Magazine Reading
On
the
of Home
Out
Source: BBM Analytics, June 2013
Therefore, we are willing to advertise on basically ever y national TV channels who caters to mass audience on a national nation al basis and for that here is a list of most viewed channels by our target market: CTV is Canada's #1 private broadcaster. It features news, sports, information, and entertainment programming on vast basis with completely perfect quality. From past 12 years in a row CTV is Canada's most-watched television network. Being a division of Bell Media CTV has mos mostt tremend tremendous ous record recordss of sho showca wcasin sin man o ular ular dail dail basis basis shows. shows.
12
“Action knows Action” is the slogan for the channel. It features hit movies and high stakes series which are very much admired and watched by youngsters.
AUX offers music-related programs and videos profiling newly emerging artists in various dance and music styles as alternative, hip hop, indie rock, indie indi e pop and other genres.
It is a news platform serving the audience on global basis and even it serves particular regions as well to broadcast daily regional news and caters to mass audience which is very useful station for creating brand awareness of Diet Coke in natio nally.
Canadian Broadcasting Centre caters to whole Canada with the daily news on national and regional both the levels which will help us in reaching high volume of consumers
HBO features world class HD movies and is most likely and popular English movie channel among youngsters which will help us to reach most specifically to our target market.
Discovery Canada is very popular and wide network in Canada which serves every part of the country, features science and technology, nature and adventure programming which almost every youngster watches, especially males. TSN is channel featuring sports, game tournaments, sports news, sports events and do live streaming of the sports on national basis which a very good platform to touch the hearts of millions of young students and professionals. Omni Channel is multilingual channel and caters to large number of audience and it showcases different events done in Canada by Bollywood & Hollywood stars which young people likes the most, various various o ular TV series series Food channel because our product is Diet Coke and is a soft drink which people consumes with the food. So, we can tie-up with the TV shows on this channel which tells people recipes of different dishes can show & advertise consumption of Diet Coke with most of the dishes.
CMT is Ca
network which offers offers music-based music-based programmes throughout the It is Canada’s alone 24 -hour network whole country and is admired most by b y youngsters. Travelling is very much associated with food and beverages & everybody considers to have a drink when they travel & travel channel is viewed by people who plan to travel or have interest in watching different places and exploring them at home itself.
It forecasts weather throughout the 24 hours of a day & also gives information on various sectors affected or influenced by the weather which is very productive platform to advertise as it completely engages & serves our target audience & caters to high massive people.
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Fashion TV is highly watched by youth & especially young girls and boys who are students to get updated with the new fashion clothes, accessories, foot wears, etc. so it will be very beneficial to advertise on FTV & also Diet Coke can collaborate with fashion models to advertise the drink on this channel which will be very essential tool to attract young people.
Most popular TV Events & Shows during which we show the ad 3-4 times:
Canada’s Top 5 TV Events of 2013:
Program
1. 2.
3 . 4
5.
Network
Date
Canada’s Top 5 TV Shows of 2013
Audienc
Program
Network
Audience
e
1.
THE AMAZING RACE CANADA
CTV
3.5 million
SUPER BOWL XLVII
CTV
2/3/2013
6.6 million
2.
THE BIG BANG THEORY
CTV
3.0 million
THE OSCARS®
CTV
2/24/2013
6.3 million
3.
UNDER THE DOME
GLOBAL
2.43 million
4.
THE BLACKLIST
GLOBAL
2.2 million
TSN
11/24/2013
4.5 million
5.
TWO & A HALF MEN
CTV
1.7 million
101st GREY CUP THE th 70 ANNUA L GOLDEN GLOBE AWARDS th The 55 Annual Grammy Awards
CTV
1/13/2013
3.5 million
(CNW, 2013) GLOBAL
2/10/2013
3.4 million
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Creative Approach for RADIO & reasons for media choice Radio after TV is another most commonly used medium to reach mass audience as according a ccording to BBM Canada it reaches 90% of the 12+ Canadians for more than 19 hours each week. So, with the help of making our advertisement a dvertisement air on the Radio up to 12-15 times a day will perfectly convey our message to our o ur target audience. Below is the list of some Radio stations which we have chosen for Diet Coke’s advertisement adve rtisement & also Company can do promotions on Radio by
giving free Diet Coke coupons to the winner of popular contests which really help to get attractions of people.
Audience Composition by Day Part (%)
Time Block Breakfast 6-10a Mid-day 10a-4p Drive 4-7p Evening 7p-12a
Women 18+ 48 50 46 44
Men 18+ 49 49 49 49
Source: BBM Fall 2011, National, AQH Audience
Creative Approach for Internet & Reasons for media choice Canadians are the heaviest users of the internet in the world, according to a to a report from the Canadian Internet Registration Authority (CIRA). (CIRA) (CIRA). (CIRA) It illustrates that Canadians have been spending an average of 45.6 hours online per month, compared to 40.3 hours in the U.S. and a world average of 24.4 hours ho urs which is relatively very high when compared compa red to other countries. (Business Canada, 2014) So, that’s why we have chosen c hosen this medium for our advertising & we have chosen certain
websites in order to execute this idea such as: Yahoo, MSN, Amazon, Internet Movie high ly visited websites by Database (IMDB), and Yelper & It’s my market because these are highly consumers in order to looking looking for interesting movies & for shopping online. 15
(Smartcanucks, 2007) In terms of Social Media Websites we have chosen chose n a very specific platform of some very ver y particular and popular Social Networking sites which fulfills our motive to reach our target audience very successfully. There are many man y social networking sites in the world today toda y but we chose few and most responsive out of that, the chart below clearly states the percentage percenta ge of active users which are higher than any an y others on sites mentioned in Chart.
(Jeff Bullas) Also, in terms of our target market which is (18-40) years of students and young professionals these social media sites are part of their routine & everybody ev erybody has smart phones today which are called the “third screen” due to which one can easily access to these networking sites. So, to promote our “DIET COKE- ENJOY TILL THE LAST DROP” campaign we will be using
following:
We will create a page for our ad campaign & ask people for hitting likes, sharing page, uploading their pictures with the Diet Coke & we will also upload pictures of our events, promotional campaigns campaigns for more and more response.
16
We will create a twitter page for our ad campaign & also create a #hashtag so that more & more people will be able to follow it & tweet about it and share their views.
This is the wonderful platform to exactly show everything through through videos & visual is always more powerful than words. So, we will post our ads on it, upload videos from our promotional campaigns, road shows, any other events which will help in creating high media buzz & great awareness.
LinkedIn is completely professional site but still people gives ads on LinkedIn & is really good platform for targeting one segment of our core audience which is young professionals aged between (18-40) years. We will post our ads on this site.
On Google+ we will make Diet Coke community & post pictures, videos of our ad campaigns in colleges, universities, and food courts of offices which will help us in attracting millions of people by connecting directly with them.
A very popular social media for uploading pictures, videos & we will use it in the same way for uploading most of the pictures associated with our campaign at different places, restaurants, bars, pubs where we do promotions so that people can feel the connection with the brand.
We will make group board on Pinterest to promote our ad campaigns and share it with people & they could be able to pin it, share it & follow our group boards. Also, we can advertise every good aspect of Diet Coke with the help of o f pictures which will definitely connect various people with the brand.
Creative Approach for Print & reasons for media choice We will be choosing newspapers & magazines for promoting Diet Coke because the statistics about daily newspapers is “sizzling”. There are 121 daily newspapers in Canada. 74% people are daily newspaper readers in Canada means 9/10 people read newspapers daily in Canada. So, this is the fastest and very effective medium to reach our target audience. There are 5 national newspapers we have chosen to give our ads in:
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1. Toronto Star- The largest daily circulated nespaper in Canada.
2. Globe and Mail - This newspaper is distributed distributed on very wider and vast basis throughout the country.
3. La Prasse – It It is the leading French news paper in Canada which help to target french language speakers.
4. Gazette- Owned by the Canadian media company “Post media network” and it the largest Canadian national newspaper in English-language.
5. Vancouver Sun – It It is again the part of Postmedia P ostmedia News newspaper holdings and is based in Vancouver, BC & Canada which will help with some regional marketing as well.
So, we will be giving ads in these newspapers in different types such as Rop Colour, Inserts, Flex Form & Gauranteed Positioning so that we can attract our customers in
every possible way and convey them our message precisely. (W3newspapers) (Humber)
Magazines In Canada people admire magazines most and get engaged through magazines very easiliy and effectively. Magazines help advertisers to get most of the attention of the consumers out of their daily busy schedule, in various ways:
Draws consumers attention towards ads and to get the deatiled knowledge about the brand in return they search on websites.
People who love to read get attracted to various products.
Effective ads led the consumers to get the intent of purchasing
Increase brand awareness & repitive ads even leads l eads to growth in brand favourability 18
Most popular magazines are most trusted & ads in them have a great impact on consumers in making their mind to buy bu y it or start using it.
Therfore, we have chosen most popular magazines to advertise in different categories like food & beverages, fashion, clothing 1. Flavours – It – It is Canada’s largest F&B magazine & is distributed through out the Canada. Also, company is advertising a Diet Coke which is a drink and through this magazine we can give a message of consuming co nsuming it with most of the foods.
2. Food & Drink – Another largest consumers targeting magazine through F&B’s which – Another help to convey the right message and an d attract most of the consumers.
3. Flare – Canada’s – Canada’s one of the most largest fashion magaz ine which basicallyy targets the women who wants to look beautiful b eautiful and get updates about the fashion on daily basis so, it will help us to reach “women power”.
4. Fashion – Another Another most popular magazine for fahion trends basically read by both males & females for getting upgraded to latest fashion and Diet Coke is also all abou better lifestyle with perfect body shape.
5. Canadian Business - The most trusted magazine for nearly 1.1 million of people of Canada & directly targeting to young professionals. p rofessionals. (W3Nespapers)
Apart from print & electronic media the another marketing tools we have chosen are 1. “Direct marketing” 2. “D-O-O-H – Digital-Out Digital-Out- Of-Home Marketing” The reasons behind these media choices are these are “word-of-mouth” marketing also &: 19
1. Direct Marketing – It It is the most influential way of marketing as the brand b rand is directly connecting to customers, by which customers also feel different & effective connection with the brand. We will execute it in different ways such as:
By giving free coupons on fast food stores.
By doing promotional campaigns in schools, colleges & universities u niversities and will distribute free samples over there to target students.
By sponsoring the “Annual year” events of highly recognized MNC’s which will help us in core targeting the young professionals.
By sponsoring events like road shows of celebrities, live music & d rama concerts to get the most attraction of the youth & will distibute cans of Diet Coke to everybody with the message of healthy lifestyle and enjoying every moment of o f life.
2. D-O-O-H – This 21st cebtury is the complete age D-O-O-H – Digital Digital- Out-Of – Out-Of – Home Home Marketing – This of technology which is leading everything to digitization. Now the ads are also shown in digitized way on the most busy places of our society to get the attention of high volume of consumers, even when they are walking around in the malls, doing shopping, having fun, travelling, roaming around on streets. So, all these times when consumers are free from work or even if in a rush to go to office but advertisers never fail to grab consumers attention. Therefore, we have chosen
i.
Digital Mall Network - Includes mall banners, mall posters, mall specialties,
digital office networks on which our ads & poster with the key message of our ad campaign will be displayed & showed.
ii.
In this we will advertise on bus benches,bus ben ches,bus stops & poles of street Street level – In corners.
iii.
The digital superboards, even in the ight get the attention of the Superboards – The people and attract them. 20
iv.
It is done by showing the ads on LCD TV at the Digital Airport Advertising – It airports which also grab the attention of most of the people. peo ple. There is airport exterior marketing as well by placing digital billboards outside the ex teriors.
v.
Digital Posters - on the streets with special attractive designs.
(Humber)
5 types of Media startegies regarding coverage 1. Brand Impressions – It It is an estimate of the number of o f people a particular advertisement is reaching to, and may be counted in different ways depending upon the way the ad is positioned on the page, as well as numerous times the web page where the ad appears is shown. We will be earning the brand impressions with the help of Ad reports. (SEO solutions) 2. Google Think insights - is also a good & new n ew tool to get the idea that how effective is our media vehicles which we can use to get the idea how much effective is our marketing as it gives different consents of the brand like brand bran d awareness by particular ad, etc. it has ha s a “marketing objective” option to do this.
3. Adwords – It It is also featured by Google and Google calculates the reach and frequency for the ads. So, we will be registering our campaign on it from very beginning and check this platfrom frequently to get the data of whole response from consumers. (Google) 4. Facebook – There is a whole criteria to measure reach, frequency, social impressions on – There Facebook for marketeers through which they could easily get the whole data and we will use this tool to get the insights of our ad campaign. (Loomer, 2013)
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5. Active GRP – This This is again very effective tool to meausure GRP of the whole campaign. It was hard before to measure GRP in an a n effective way to measure the reach and frequency of media campaign. With Active GRP, marketers can now apply and compare that same metric to their display advertising campaigns. It builds into an ad serving tools & follows a robust methodology and in return gives the data about the reach & frequency of whole campaign ads. (Humber) (Humber)
VI.
Campaign Scheduling and Blocking Chart
Diet Coke or Coca-Cola light is one of the favorite carbonated drinks preferred by the people from all around the world. The target audiences for Diet Coke are young men and women who are social media savvy. The main aim of the campaign is to rebrand the Diet Coke, by creating awareness among the customers regarding the presence of a healthy beverage. The main forms of media platforms used for the campaign are Television, Newspaper, Radio & Internet advertisements.
Net Advertising Volume (Canadian $ Millions)
Media Sharing
2001
2002
2003
2004
2005
2006
2007
2008
2009
TV Newspaper Radio Internet Magazines Out-of-home
% 36.4 35.7 14.5 1.2 7.7 4.0
% 36.1 34.9 15.0 2.4 7.8 3.8
% 36.9 33.0 15.0 3.1 8.0 3.7
% 36.6 32.2 15.3 4.5 8.0 3.7
% 35.2 31.1 14.9 6.6 7.8 4.0
% 35.2 28.6 15.4 9.8 7.4 4.0
% 33.9 26.5 15.1 12.8 7.4 4.3
% 33.3 24.4 15.3 15.7 6.8 4.5
% 33.2 21.7 15.7 18.7 6.3 4.5
22
Total % Population by Age
Age 20% 14%
15%
12%
11%
15%
15%
13% 10%
10%
Age
5% 0% 0-9
10-19
20-29
30-39
40-49
50-59
60-69
(Wright Result, 2011) 23
Social media trends in Event Industry
(Koumelis, 2013) 24
Blocking Chart
Campaign: “Enjoy till the last Drop!!!” Month Internet
April
May
June
July
August September Total
Facebook YouTube Twitter Google+ LinkedIn Instagram Pinterest To be booked
Television CTV
Booked
CBC Television
a i d e M
TSN Radio
Booked by client
Jazz FM 91 Kiss 92.5 Boom 97.3 Magazine Chatelaine Elle Canadian Living Direct Marketing Concerts/Stage Shows Festivals Billboards Sports Transit (e.g.: TTC) DOOH screens Street Level
Total : $5 Million
Chart - 1
25
After a series of research works it was found that the social media sites like Facebook, Twitter and LinkedIn are widely used by most of the youth and promotion via this medium will be a huge success. The blocking chart below covers all the popular mediums that are widely used by the target market. We have used Internet, Television, Radio, Magazines and Direct Marketing Medias. Nowadays DOOH (Digital Out-of-Home) Marketing and street level marketing are becoming quite popular. The Mall marketing and the Airport marketing will come under the DOOH (Digital Out-of-Home) Marketing.
The different events and festivals considered in the campaigning (blocking chart) are:
Vancouver Symphony of Fire, Vancouver ……………………..… (July 27th - August 3 rd, 2014) The Calgary Stampede, Calgary…………………………………….... (July 4 th – July 13th, 2014) th
th
Edmonton Folk Festival, Edmonton………………………………… (August 7 -August 10 , 2014) th
th
Toronto International Film Festival, Toronto…………………… Toronto…………………… (September 4 -September 14 , 2014) th
th
Tour De Beauce, Quebec……………………………………………….. (J une 11 - June 15 , 2014)
Special Olympics Canada, Vancouver……………………….…….. (July 8 th-July 12th, 2014) th
Black Sabbath Concert, Hamilton…………….……………………… (April 11 , 2014) rd
Backstreet Boys Concert, Moncton…………………………………. (May 3 , 2014) rd
Drake Concert, Toronto…………………………………………………… (August 3 , 2014) th
Katy Perry Concert, Vancouver………………………………………… (September 10 , 2014)
(McLean)
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D i et Coke M edia Pl an April
May
5GRP 1 week
10GRP
August
Septem ber
Total GRP
No: of weeks
Total Net Amount $
5GRP 1 week
10GRP 2 weeks
180
6
$60,000
80
4
$28,000
125
5
$46,000
80
4
$28,000
Television National Conventional Networks CTV
2weeks
5GRP CBC 1 week
TSN
Specialty Channels Discovery channel, Business News Network, CP24, Food Network, History, MTV
5GR P 1 wee k
10GRP 2 weeks
10GRP
15GRP
2 week
3 week
10GRP
10GRP
2 weeks
2 weeks
Total: $1.62 Total: $1.62 Million
Chart-2
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VII.
Graphi c T r eatme atment nt
Advertisementt Television Advertisemen
28
Social Media Advertisements
29
Direct Advertisement Billboard Advertisement
Street Level Advertisement
30
VIII.
Conclusion
The report consists of everything that we are going to follow to reintroduce Diet Coke as a brand. We have mentioned all the possible media channels and marketing forms we are going to use for making this campaign a success. The company with this strategy aims at increasing its sales volume, capitalize on its lost market share and emerge as the number 1 brand. Our aim is to make Diet Coke a successful product like it has been in the past for other Coca-Cola products. Once this 6 month campaign is implemented and the company achieves its desired results, it can then work upon retaining its brand image through diet coke.
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IX.
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