Marketing Plan for Vitaminwater in Hong Kong
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. We then have set four factors in determining who will be the most suitable new target consumers. They are purchasing power, acceptance to new beverage concept, health consciousness and consistency with Vitaminwater's image respectively. By elimination (Please see appendix B), we finally have chosen white collars as our new target group. Also we conducted two surveys to confirm our decision (Please see appendix C). The reasons are:
(1) White collars have a relatively stable and higher salary that makes them feel a bottle of Vitaminwater selling at around $16 is affordable
(2) White collars, mostly aged between 25 and 40, are those who are the most health conscious. They know the importance of fluid intake.
(3) White collars working indoor 8 hours a day, 5 days a week without adequate workout is unhealthy and dull. Unlike pure water which cannot energize them, Vitaminwater is an alternative naturally-colored drink added with heaps of nutrients that help refresh their mind.
(4) Most of the white collars are young adults, which makes Vitaminwater's new target consistent with its brand image.
We as well have to consider the buyers' behaviors:
(1) 3-circle framework: Enhanced water beverage is regarded as a kind of energy drink in many people's mindset though it not exactly is. Rather it is a new concept in the market. Therefore, we will first target at other loyals who consume soft drinks and then we hope to switch them to the habit of drinking healthy 'water'. Finally, we aim to make our consumers permanent own loyals by making good use of our first mover advantage and authenticity in enhanced water concept to keep our consumers loyal to our brand.
(2) Importance & benefits of Vitaminwater: By simply drinking a bottle of Vitaminwater, people can intake nutrients and vitamins naturally extracted that are essential to their health. Also, Vitaminwater has a variety of natural flavors and colors, which makes it interesting to consume;
(3) Nature of buying process: Low involvement. We would like to make people buy Vitaminwater routinely like an 'on-the-go' purchase, without involving a detailed problem -solving procedure.
(4) Who makes the decision: End users themselves, i.e. white collars.
Competitors
Vitaminwater is a kind of enhanced water beverage. It aims to 'fill the gap' between soft drinks and water for people who knew they should drink more water but weren't. Vitaminwater can be described as colored water with nutrients added or in many people's mindset- energy drinks. Vitaminwater is more about daily consumption while its competitors are like one heavy dose of energy. In other words, people can consume Vitaminwater anytime they want while other energy drinks are meant to be consumed only after heavy work out or when you are under extreme tiredness. So, we think that Vitaminwater does not have direct competitors but rather some indirect ones, e.g. Lucozade Energy, Pocari & Gatorade.
Vitaminwater
Lucozade Energy
Gatorade
Pocari Sweat
Product
-Contain different kinds of vitamin and nutrients
-A supplement to vitamin needed
-Act as a gradual energy booster
-maintain &enhance metabolism
-Contain mainly Glucose which can be absorbed easily and provide energy to the brain
- Not suitable for fluid and electrolyte replacement
-Act as an instant energy booster
-Replenish water, carbohydrates and electrolytes due to heavy sweating
-A Sports drink esp. for athletes during rigorous athletic competitions
-Act as an instant nutrients booster
-An 'ion supply' sports drink
-Contain citric acid, sodium citrate, sodium chloride, potassium chloride, calcium lactate, magnesium carbonate etc.
-Replenish nutrients and electrolytes lost when sweating
Price
Around HK$16/500ml (HK$3.2/100ml)
Around HK$6/300ml (HK$2/100ml)
Around HK$9.5/600ml (HK$1.6/100ml)
Around HK$9.2/500ml (HK$1.8/100ml)
Placement
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Promotion
-Mainly sponsor university students during university activities in the previous year, maintain a young image of the brand
-Sponsor local sports competitions e.g. marathon by Standard Chartered
-HK pop stars X free sample distribution in busy districts like Causeway Bay
-Sponsor local competitions e.g. marathon by Standard Chartered
-Hold activities like family fun cycling day, college ...
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Around HK$9.5/600ml (HK$1.6/100ml)
Around HK$9.2/500ml (HK$1.8/100ml)
Placement
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Supermarkets, convenience stores, vending machines
Promotion
-Mainly sponsor university students during university activities in the previous year, maintain a young image of the brand
-Sponsor local sports competitions e.g. marathon by Standard Chartered
-HK pop stars X free sample distribution in busy districts like Causeway Bay
-Sponsor local competitions e.g. marathon by Standard Chartered
-Hold activities like family fun cycling day, college students BBQ day, show its active & sporty image
-Movie tickets redemption program(Movie theme: Sports, e.g«?????»)
Product
Vitaminwater is the company's forth energy drinks. It has fewer calories than soda, it can act as fluid and nutrients replacement product. It consists of vapor distilled, deionized, and/or reverse osmosis filtered water; crystalline fructose (derived from corn syrup) as a sweetener; natural flavors; citric acid; electrolytes; and vitamins, including Vitamin B3, B5, B6, B12, C, and E, and also some more other ingredients are added according to the flavor and different purpose of the drink. In 2009, Glacéau Vitaminwater introduced a new line of Vitaminwater for the weight-conscious group, named Vitaminwater 10, which means that in every eight-ounce serving of Vitaminwater 10, there has 10 kilocalories. Later, it also introduced Vitaminwater Zero, which is a calorie-free drink. Throughout the year, Vitaminwater has been developed for about 30 favors. Although Vitaminwater has been introduced to many places all around the world, Vitaminwater Zero is still exclusively sold in US1.
Vitaminwater was first introduced to Hong Kong in October 2009. Six types of the 500ml bottle are available in Hong Kong2, including Power-c - dragonfruit flavor, used for more oomph, key ingredients are vitamin c and b's, Essential - orange-orange flavor, used for kick start, key ingredients are vitamin c and calcium, Energy - tropical citrus flavor, used for more lift, key ingredients are vitamin b and guarana, Res-q - green tea flavor, used for maintenance, key ingredients are vitamin c and green tea extract(now it is replaced by Multi-V - lemonade flavor3), Restore - fruit punch flavor, used for invigoration, key ingredients are vitamin b and electrolytes and XXX - acai-blueberry-pomegranate flavor, used for protection, key ingredients are triple antioxidants.
Promotions-Positioning
The positioning of Vitaminwater is to "fill the gap" between soft drinks and water which met the needs of those people who knew they should drink more water but weren't and help thirsty people hydrate responsibly with something good for the body in every occasion4. To differentiate itself from other competitor, it has its physical functions, i.e., its nutrient value. Furthermore, it has its emotional function. That is its rainbow color and the name of each type, such as Energy, Power-C, Essential, etc, which can cheer up people emotionally.
Promotion-IMC programs
Vitaminwater is the top selling energy drinks in USA. It has its potential to become a famous product in Hong Kong. However, its imc program in Hong Kong now is not that successful. Firstly, Hong Kong has advanced informational technology, Vitaminwater targeted on young adult, which is a group of people who has a close connection with the IT networks. However, Vitaminwater does not have a well-developed Hong Kong website or Facebook. What it has now is only a blog5 and a Hong Kong website6. We cannot find any current ads about it, but only some campus marketing7 through sample distributions. The past largest imc program of Vitaminwater that really gain reputation is the Photo Studio Campaign in July 2010.
A. Hong Kong Website and Blog
The homepage of the website introduces a type of Vitaminwater in different times. It also contains the information of ingredients of different kinds of Vitaminwater, FAQs, history, contact method, and the link to the blog. However, the website has only English version and was not updated as there is no information for the new flavor - Multi-V.
In the blog, we can see some bloggers have written blogs that young adults maybe interested about, such as fashion, hairstyling, etc. Vitaminwater also introduce the current promotion in the blog, but the blog has not been updated for more than half a year.
B. Campus Marketing
Vitaminwater has tasting vehicles that travelled to universities in Hong Kong to distribute free samples so as to introduce the Vatiminwater.
C. Photo Studio Campaign
This campaign was named 'Show us your vits.??"?"?'8 which has won the silver prize of the Best Use of Integrated award of The Best of the Best Awards 2010 of MTR Advertising9. The campaign was about setting up large-scaled interactive photography station in some MTR Stations. The passer-by could take some snapshots with it and get the photos through e-mail. There were also stations at I-square in Tsim Sha Tsui and World Trade Centre in Causeway Bay that have professional makeup artists, stylists and photographer to help participants design an image and take photos. The winner of the campaign's photo could be shown in a series of magazines' print ads and outdoor billboards.
Part II Campaign
Phase 1 Awareness(month 1-2)
In this phrase, we would focus on making noise in our target group. As our targeted customers may not be aware of our products, we would use our marketing effort to let our products reach customers.
A. Redesigning the bottle
In today's market, packing has become a major competitive force that used by companies to differentiate their products from rival firms in the struggle for markets.
It is obvious that with an attractive appearance of the package that catches customers' eyes, the sales of the products can be boosted further. Therefore, in order to further increase brand visibility and awareness of customers, we have decided to make an improvement on the current package of Vitaminwater by creating an unusual shape for the bottle to replace the very traditional one that is currently being used. Our idea is to redesign the bottle into a capsule form and we would use cans instead of bottles as the container.
As shown in the picture, the Vitaminwater with renewed package does not even look like a can of beverage at first glance. With their eye-catching and seductive aesthetics designs, the colorful packaged can in the form of a capsule should lure customers in. Through the use of specific colors and labels, each can of Vitaminwater does not only communicate and enhance a distinct vitamin idea, but also reinforce healthy content of the product. Compare with the original package of 500ml, each can now contains 300 ml (10 floz) as we aim to encourage frequent consumption, ensuring a steady level of Vitamin in the body as well as maintaining a good body hydration level throughout the day. The lid of the can can be used as a drinking glass, making it easier for consumers to share their can of drink with others if they like.
B. Ads in MTR station
In Hong Kong, the majority of commercial properties and offices are located in Admiralty, Causeway Bay, Central, Wan Chai, Sheung Wan, Quarry Bay and Kwun Tong, as well as Mong Kok. These places are all accessible by MTR.
A study conducted by Synovate HK between 2008 and 2010 has shown that 41% of MTR passengers are in the category of senior working positions which include Professional, Manager, Executive and Business Owners, as well as white collars. Also, according to the study, 91% of respondents recalled the brands advertised at MTR10.
Therefore, in order to reach as much of the target audience as possible, we suggest to place our advertisements through the use of Escalator Crown Panel and the Digital Panel Network of plasma Televisions installed at the MTR stations that covering major commercial areas as mentioned above.
These strategic locations provide a captive environment that allows closer viewing distance and prolonged viewing time, thus, should effectively enhance visibility and impact to our target audience -- business travelers.
I. MTR Escalator Crown
We have chosen the escalator crown as one of our propaganda because it can always grab the attention of passengers using the escalators and its consecutive format can allows us to make the advertisement in a more creative and flexible way.
Through the escalator crown promotional, we hope to increase our brand awareness and tell the passengers that Vitaminwater can refresh them by rehydrating their bodies and providing minerals and vitamins that are required daily. Of course, it would not be feasible to state all the benefits that Vitaminwater can provide on these ads because the time of a passenger using an escalator is too short. Therefore, we would aim at showing our refreshing and rehydrating properties by the following ads:
The first ad will show a white collar walking in desert and he looks very tired and exhausted. The "desert" means thirst and his crooked back represents the exhaustion and stresses office workers have because of their jobs. Also, this white collar is in black and white in order to convey the boredom and stale atmosphere.
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. At the end of it, we have added the word "Try it!" under the brand logo that used in the first slide, hoping to encourage more people to try our products.
C. Dancing Arcade Event + Free Sample Distribution
The Dancing Arcade event and free sample distribution will be held together. These two activities are included in phase 1 which has a main objective of increasing brand awareness. Also, we would like to use "colours" to express the feeling of "fun" so the decorations, promotional materials and other elements of the activities have to be colorful and looks fun.
I. Dancing Arcade Event
The Dancing Arcade event will be collaboration between the Vitaminwater and the Famous dancing game, Dance Dance Revolution, and it would be named as "Water Evolution X Dance Revolution". To make this event more convenient for office workers, it would be held at lunch time and after work at places like the pedestrian precinct in Mong Kok and Causeway Bay.
The reasons of choosing DDR as our collaborator are:
(1) Dancing is a kind of exercise which is good to our health. Vitaminwater contains a lot of vitamins that our body needs which is in the healthy drinks market so the "healthy" symbol of DDR matches with what our company.
(2) DDR is a game full of colours which again matches perfectly with Vitaminwater as "being colorful" is one of the selling points of it.
(3) With music of strong beat, people passing by would pay attention to our event more easily.
(4) It is simply fun to play DDR and this is what we want!
To make it more special, the dancing pad would be remade as having images of Vitaminwater on it. Everyone who finishes a series of simple steps on the dancing machine could get a free gift.
II. Free Sample Distribution*
During the Dancing Arcade event, we would also provide free samples for pedestrian. Free sample distribution is a good way to attract pedestrian, it provides a free chance for people to try our products and give them actual experiences which stay longer in their mind.
We would like to learn the idea from the M&M store in London that it uses the different colours of M&M chocolate wisely to attract people's attention. To achieve this, our products will be displayed according to their colours just next to the dancing machines, and everyone who is interested can get a bottle of Vitaminwater for free.
*Traditional ways of free sample distribution will also be carried out that a fixed amount of Vitaminwater samples would be sent to different companies for free and the companies could distribute them to their workers.
The Dancing Arcade event and free sample distribution require a large truck to transport all goods and materials in need. It makes the transfer process between different locations smoother and easier.
Phase 2 Preference and Liking (month 2-4)
The marketing efforts in phrase 1 should have aroused the awareness of our brand. In this phrase we would focus on acknowledging our customers about how our products can help them in daily work, and making them to like our products.
A. Cocktail Contest & Pop-up parties
The cocktail contest and pop-up parties would be launched at the same time:
I. Cocktail Contest
A colourful cocktail can be quite delightful after a week of work. The colourful Vitaminwater can be a good ingredient to make cocktails. Therefore, we would organise a cocktail contest. Contestants should use any flavor of Vitaminwater to make a cocktail .There would be a preliminary section. The 5 most outstanding cocktails would be chosen to go to the final. The final would be one of the highlights in the pop-up parties below. Their cocktails would be tasted and directly voted by the audiences. We would pick two cocktails according to the popularity and judges' choice. An attractive cash prize and gifts would be given to the winners. Recipes of the two drinks would be printed on the label of Vitaminwater for a month.
II. Pop-up parties
The Office class are always long for Fridays. Nothing is better than the excitement of weekends. Therefore, we would host pop-up parties in consequent Fridays at different spots. To participate, customers can send back the bottle caps of Vitaminwater. Invitation cards would be sent out by lottery. The exact venue and time can only be found on the cards and the lucky ones can only walk in with it.
The theme of decoration is to be stylish and energetic. There would be a bar serving cocktails and Vitaminwater. Participants can order cocktails that are made of Vitaminwater for free. During the parties, every entrant would be given a limited edition of Vitaminwater as a gift. Bands and celebrities would be invited to heat up the parties. As mentioned, our cocktail contest would be the highlight of the nights. The pop-up parties would be an unforgettable night to celebrate the joy of weekend.
Transforming our Vitaminwater into cocktails can provide an alternative and fun way to consume our product. It helps extend the message that Vitaminwater can provide energy for your daily work, but also revitalize yourself after work. The events can associate our brand with the joy and excitement of weekends. It makes our products emotionally attached to the office workers. Hence, making our target customers to like our products
B. Facebook Campaigns
The power of social networks cannot be neglected nowadays. In order to create awareness of Vitaminwater, we have come up with the idea of promoting on Facebook.
I. Purpose
The purpose of advertising and creating activities on a social network platform is simple. Not only is Facebook one of the biggest online phenomenon in recent years, many Hong Kong people use it on a daily basis. Without costing a lot, Facebook will be able to reach a lot of potential customers within the city.
The ultimate goal of the Facebook Campaign is to create brand image and to make more people understand the Vitaminwater brand and objectives.
We wish to build a brand that has an image of energetic, refreshing, young and interactive. By allowing potential customers to interact/ comment/ like brand-associated activities, customers will feel like they are a part of the brand and its activities.
II. Target Audiences
As our core target audience is white collar, these Facebook campaigns will also be mainly targeted towards them. Facebook is not only a popular tool among teenagers; it is also very popular within the white collar. Office workers might be able to check up on new updates from our page instantly on their news feed, on their way to work and other leisure time that they have.
However, we do not limit our audiences to only the white collar, we hope to generalize our Facebook campaigns as general and as easy as possible, in order to engage everyone in the society - from a 10 year-old student, to possibly a 50 year-old businessman.
III. Why Facebook?
As previously mentioned, Facebook is one of the biggest Internet phenomenon in recent years. We can use it as a tool to reach a mass audience and the cost of advertising (creating a page) is relatively low compared to other traditional forms of advertisings.
One of the biggest advantages of online marketing is its lack of limitation. Without needing to use a lot of money, pretty much everything can happen online, with creativity and users, the effect of online marketing is unimaginable.
IV. Details of the Facebook Campaign
Upon creation of a Facebook page, the first campaign we are going to launch is to engage customers into submitting a photo and a caption around the theme "their lives with Vitaminwater".
As one of the core values of Vitaminwater is the aim to "refresh", we wish our users to show us how they use Vitaminwater to help them freshen up their rather dull everyday life.
This campaign happens on a daily basis, the photo and caption with the most "likes", will become our daily user. If the campaign turns out to be popular, we will create several rounds, to gather the best photo submissions and award the final winner with a grand prize.
V. Implementations
Implementations of Facebook campaigns will not be difficult, as the creation of a Facebook page is fast and convenient. However, although creating the page will not be problematic, the launch of this Facebook campaign will have to be synchronized with appropriate PR activities together with other forms of advertising to bring out the best effects.
Phase 3 Sustainability (Month 3-6)
As we mentioned before, enhanced water beverage is a new concept. At least, we don't recall seeing any direct resemblances in Hong Kong. So, we can enjoy the first mover advantage by emphasizing Vitaminwater's authenticity to make consumers like and be loyal to our products. Sustainability can be done by the following methods.
First, if you have noticed the bottle design of Vitaminwater, you should show no disagreement that the bottle looks terribly bulky. You can barely relate Vitaminwater to an energy-replenishing, healthy & trendy drink. In view of this, we suggest Vitaminwater redesign its package to a vitamin-pill like & slimmer bottle. By then consumers will find Vitaminwater more interesting to drink as a healthy product.
Secondly, Vitaminwater's nature of buying process is of low involvement. It is therefore important to make Vitaminwater available everywhere. In other words, the placement of Vitaminwater has to be easily reachable & convenient by consumers, especially our new target group - white collars. So, we suggest placing more vending machines in business districts like Central, Causeway Bay & Wan Chai etc. As a result, white collars can easily and conveniently grab a bottle even when they are in a hurry to work, during lunch hours or anytime.
Apart from the above, a discounted price for mass ordering of Vitaminwater is also viable. Almost every office nowadays has a pantry where employees can brew a cup of coffee, have a can of Coke or have some pure water. Very often white collars will resort to drinking something sweet rather than pure water because drinking water is rather boring and water does not energize you. However, coffee or Coke are by no means healthy to consume too often because they are of high sugar content. On the other hand, Vitaminwater is a colored and flavored non-artificial low-sugar nutrient drink which can energize worn out white collars. So we see a great opportunity to promote Vitaminwater to offices and give them extra discount on mass purchase. Thus, the offices will continuously order Vitaminwater as one of the choices in their pantry.
Finally, when our target consumers become familiar with Vitaminwater, we can carry out some interactive activities to build a close and positive relationship with our consumers, and most importantly, to instill the habit of drinking Vitaminwater into consumers. First, a 'pull ring collection' activity will be launched. For instance, for every ten pull rings consumers have collected, they are given a chance to participate in a lucky draw where attractive gifts will be given out. The gifts shall be appealing and attractive so that they act as strong positive incentives for consumers to participate in, hoping that they will be the lucky ones. The more you purchase Vitaminwater, the higher chance you will be the winner. Second, a loyalty card will be given to consumers upon each purchase of Vitaminwater at any convenience stores. Per each purchase, a stamp will be given. When a consumer has collected ten stamps in a role, a free bottle of Vitaminwater will be rewarded. This is to encourage frequent purchase.
Though the competition of energy drinks is quite intense, we think that Vitaminwater is not exactly synonymous with other energy drinks in the market. Therefore, we believe Vitaminwater has its authentic and new concept which will allow it to grow in the future. We also hope that Vitaminwater will be expanded to other target consumers but not only limited to young adults. By inculcating consumers with the idea of routine consumption and devoting itself to building a positive relationship with its consumers, it is beyond question that drinking Vitaminwater will become a trend and habit of many people.
*A budget of our activities can be found in appendix G. It shows an estimated expenditure of the above IMC campaigns. They are divided into phases and are of specified duration. 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
,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
,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
50,000
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
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
0 MTR* Advertising Media Kit 2009: http://www.jcdecaux.com.hk/documents/mtr/mtr_media_kit_090915.pdf