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Marketing Plan for Vitaminwater in Hong Kong

Extracts from this document...

Introduction

IMC CAMPAIGN FOR GLACEAU VITAMINWATER WATER EVOLUTION!!!!!!! Chow Cheuk Ting [Tiffany] 1155003729 Lam Chin Yui [Anthea] 1155000376 Chong Sui Yee [Sally] 1009617114 Ho Cheuk Ying [Cheuk] 1155000366 Tso Shuk Fan [Mary] 1155003823 Sek Chun [Moly] 1009634274 Law Hei Ting [Serene] 1155000417 Contents Part I Situation Analysis Choice of Company....................................................................1 Consumer................................................................................1 Competitors..............................................................................2 Product....................................................................................3 Promotions-Positioning................................................................3 Promotion-IMC programs.............................................................4 Part II Campaign Phase 1 Awareness...................................................................5-9 Phase 2 Preference and Liking....................................................9-11 Phase 3 Sustainability.............................................................11-12 Part I Situation Analysis Choice of Company Our group has chosen Vitaminwater, which is owned by the Coca Cola Company. Vitaminwater was first introduced in New York back in 2000 and is now sold in many other countries including Hong Kong. It emphasizes vitamins and some essential nutrients that a bottle of Vitaminwater can bring about. According to Vitaminwater's positioning, it claimed to target young adults. Yet, as we searched for more information of Vitaminwater, we found that its marketing campaign was mainly targeted at college students in the previous year. (E.g. free samples given in orientation camps) At the same time, we conducted a survey and found that college students weren't very into Vitaminwater because they thought Vitaminwater was pricey. (Survey results please refer to the appendix) As a result, we deem that Vitaminwater can further expand its target consumers, whom have higher purchasing power than college students. Moreover, since Vitaminwater is well supported by a reputable brand- Coca Cola, we agree that Vitaminwater has potential to further boost its sales and strengthen its brand image. Consumer As we deem that its current target market is way too narrow, mainly targeting college students because most of its previous campaigns were sponsoring college orientation camps. Yet, we found that college students cannot afford a beverage of $16-20 too often (Please see appendix A). So, we aim to re-target the market segment. We have generated four potential groups, namely the elderly, high school students, families and white collar office workers. ...read more.

Middle

The second ad is kind of a transition between the first and the third ad. The white collar is still in the desert but it seems that he has found something attractive and he is going to strive for it. The third ad is the moment when the white collar gets what he truly wants - Vitaminwater with our newly designed package. It is hugely different from the first and the second ad since the background has change from a desert to a lively grassland under a blue sky. This environment makes people feel refreshed and relaxed, and the white collar looks much happier now. He becomes spryer and he is so shiny! Lastly, we want to show that Vitaminwater is not only for refreshing and rehydrating, it is also about fun and enjoyment. In this ad we fully used the "colorful" characteristic of Vitaminwater and created a fun and enjoyable moment with the white collar jumping up. If we look at these 4 ads in a row, we could see the difference easier. These ads also match with the main idea of our campaign - water evolution. Comparing the first ad with the last one, the white collar is like evolving from right to left, from a tired and exhausted white collar into a happy and refreshed one. II. The Digital Panel Network of plasma Televisions For this advertisement, our idea is to make use of the colorful package and the feature containing different nutrients per flavor to draw peoples' extra attention. At the beginning of the animation, we have decided to show the brand name first so as to generate audience awareness by letting them know what the ad is about. Then, a series of product images with different colour of packages and the essential elements for daily activities (i.e. vitamins and minerals) that are found in Vitaminwater are shown in the rest of the animation, aim to reinforce the ad message. ...read more.

Conclusion

The total budget is about $2.3 million. Appendix A. Survey done with 138 college students We conducted a survey on my3q.com from 19-30/03/2012, targeting college students. We got 138 respondents in total. Q1 Q2 B. Elimination - Choosing a new target group C. Survey done with 120 white collars We surveyed 120 white collars in business districts (Central, Wan Chai & Causeway Bay) on 03/04/2012 during lunch hours (i.e. 12noon-2pm) Q1 Q2. We described Vitaminwater in a paragraph and asked how the white collars felt about the product. 'XXX is an enhanced water beverage which you can consumer whenever you want and can replenish your nutrients and re-energize you. Plus, it is all natural and is of low sugar content.' D. Poster designed for dancing arcade event E. Poster designed for pop-up parties F. Poster designed for cocktail contest G. Budget of all activities Promotion activity Details Cost ($) Phase 1 MTR Escalator Crown Standard Network (253 panels) [basic]/week: $96,000 Esc Crown Panel with Full Extension (4 consecutive panels)/week: $36000 2 months: (96000+36000) x 8 = $1584000 1,056,000 The Digital Panel Network of plasma Televisions FeatureAds - Multimedia Panel for 3 weeks: 72000 x 3 = $216000 216,000 Dancing Arcade Event DDR: $60000 Venue booking: free Electricity: $15000 Transportation: $1000 76,000 Free Sample Distribution $16 X 5000 60,000 1,408,000 Phase 2 Cocktail Contest Print ad on 2 magazines for one month: 50000 x 2 = $100000 Expenditure of the 1st round contest: $50000 150,000 Pop-up parties Print ad on 2 magazines for one month: 50000 x 2 = $100000 Cost for each party: Venue: $40000 Guest: $30000 Staff: $25000 Food: $5000 5 parties total: $500000 Fixed cost decoration and non temporary staff: $100000 700,000 Facebook events Prize 50,000 900,000 Total 2,308,000 1 Wikipedia: http://en.wikipedia.org/wiki/Energy_Brands 2 Vitaminwater's HK website: http://www.glaceau.com.hk/en_HK/pages/history/history.html 3 Products selling Parknshop: http://www1.parknshop.com/WebShop/GuestVisitpage.do 4 Vitaminwater's Facebook: https://www.facebook.com/vitaminwater 5 Vitaminwater's Blog: http://www.glaceau.hk/blog/ 6 Vitaminwater's HK website: http://www.glaceau.com.hk/en_HK/pages/home/home.html 7 Campus Marketing: http://www.glaceau.hk/blog/category/glaceau%C2%AE-tasting-vehicle 8 Photo Studio Campaign: http://www.youtube.com/watch?v=f4LMJ2mc_a4&feature=related 9 The Best of the Best Awards 2010 of MTR advertising: http://www.jcdecaux-transport.com.hk/bobawards/tc/winnerlist.html 10 MTR* Advertising Media Kit 2009: http://www.jcdecaux.com.hk/documents/mtr/mtr_media_kit_090915.pdf ?? ?? ?? ?? ...read more.

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