I have attached a few files.
Have a look at the â€œAssig_overviewâ€ file, this will give you a general overview of the assignment. in this same file, second page, where it says STAGE 2, I have underlined the sections you need to complete.
Then read the â€œinstructions for the writerâ€ file. Basically what you will be doing is writing a few sections of an Integrated Marketing Communication Plan for a product, this product is Pepsi Max 600mL.
Instructions for the writer
In this group assignment the students were required to two things.
1. Create an Integrated Communication Brief (Creative Brief) for a product, they have chosen Pepsi max 600mL;
2. and then create an Integrated Marketing Communication plan (IMC) for Pepsi max 600mL
The Creative Brief has been completed by the students already and I have attached this file for your reference.
The writer is required to complete only a few sections of the Integrated Marketing Communication Plan.(IMC plan) for the students chosen product: Pepsi Max 600mL.
When completing the IMC plan, the students have prescribed specific deliverables in their Creative Brief, so please refer to the Creative brief file attached to address these requirements. However, you may expand further what is on the brief, even add new things at your discretion.
In the file ?assign_Overview? you?ll find all the sections that comprise this assignment.
The sections to be completed are the following
4.0 Media Strategy
4.1 Justification of Media and Media Vehicles Selected (students have already chosen the media vehicles, please see see file ?media_Schedule-for_Perpsi_max)
4.2 Media Objectives
and then for section 4.3; only Social Media Content Calendar, and Programmatic Buying.
? I have also attached a file named ?media_schedule-for_Pepsi_max?.
This is the media schedule the students have completed already. You?ll find from the media schedule that the students have selected the ?Media vehicle? already, eg. TV, Social Media, Billboards, Guerrilla Marketing adv and Events.
? I have also attached a file named ?Assign_overview?.
This is a pdf file has two pages. The first page has ?STAGE 1? in it. Don?t worry about this part, this is only so that you have a clear picture of the whole assignment.
Page two of the file has ?STATE 2?. In stage two I have Underlined in red the sections to be completed, the same sections I mentioned above.
Integrated Communication Brief Template (Creative Brief)
Document your Tutorial Time, Brand Item, Group Members and Group Name.
Friday 11:30-12:30 Brand Item: Pepsi Max 600ml Group Members: Lucas Mallamace s3547295, Will Rapkins s3487103,Li Zhou s3385099 , Yan Song Quek s3503773
1 Key Fact/Background/Overview
Whatâ€™s the big picture? Whatâ€™s going on in the market? What is the primary catalyst that has led to the campaign? Often this information can be gleaned from the SWOT analysis and consists of a strength, weakness, opportunity, or threat (e.g., cultural, marketplace or category trends, the economy, product innovation, seasonality, competitive activity, target lifestyle changes).
PepsiCo?s current position as the second biggest firm in the global food and beverage market. In 1898,Pepsi-MAX is the invention of Caleb Braham. Besides, it is also the most saleable product of PepsiCo is dominant in world markets. STRENGTHS â€“ Strong brand image, board product mix, extensive global production network and extensive global distribution network of Pepsi Max WEAKNESSES â€“ Limited business portfolio, huge competition against others, poor marketing to health-conscious consumers Opportunity â€“ Businesness diversification, marketing through social media to reach more audiences, market penetration in developing countries THREATS â€“ Aggressive competition, healthy lifestyles trend, environmentalism
2 Problem/Opportunity/Prospect Need
How is the above marketplace situation affecting the consumer? What issues are they facing? What is the problem that advertising can solve? Or opportunity that it will address (e.g. Need for information, search for solutions, fulfilment of wants).
The marketplace situation is affecting the consumer by altering the brand image of Pepsi Max â€“ as Corporate Social Responsibility has become of the most importance, it is crucial for an organisation to have a good reputation, especially with issues such as the quality and composition of the product. We hope that the new product launch and consequent advertising can, as a whole change the overall image of Pepsi Max in the mind of the consumer and remove the negative intention with the various products.
3 Marketing Objectives
Marketing objectives are specific to the numeric elements surrounding a companyâ€™s â€œbottom line,â€ that is, increases in profit in terms of dollars, units sold, size of profit margin, and so forth. In short, these objectives nearly always refer back to the â€œalmighty dollar,â€ which is one of the most significant measures of a companyâ€™s success. e.g. to increase sales by 1.4 million units in the health and beauty segment by the end of the campaign. Marketing objectives need to be specific, measureable, achievable, realistic and over specific timeframe.
3 marketing objectives: 1)increase the market share of Pepsi Max to 10%. In 2015 Pepsi Max had a market share of around 7%, lower than its closest competitor Coke-Zero, which is at 8%. 2)imrpove the brand image and the reputation of Pepsi Max in order to attract more customers and retain the existing customers 3)increase 40% of the sales by the end of the campaign as compared to last year.
4 Communication Objectives/Desired Attitude or Behavioural Change
Why are we advertising? What is the purpose of the ad? Clearly state the communication objectives. Provide a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do (e.g. increase awareness, create preference, induce trial, reward brand loyalty). Communication objectives also need to be SMART. Include a quantitative benchmark and time frame.
We are advertising to expand our brand, increase awareness and increase its reach. We want Pepsi Max to be at the forefront of the target market and display the benefits of having a Pepsi Max 600ml bottle. Through the ad we want to clearly outline the benefits the consumer will get out of drinking the 600ml bottle, the increased awarness of these benefits is a major goal of the campaign. We want within 3 months of starting this campagin to see a sustained increase in sales.
5 Corporate and/or Brand Positioning
Taken from the corporate and / or brand line positioning. You must remind creatives that their creative work must reflect the brand?s established positioning against competitive brands. Include a simple positioning statement: To the target customer (T), Brand X is the brand of category need (C) that offers the key benefit (B)?
The brand is Pepsi Max 600ml which is aimed as a mobile drink that adheres to the growing need of healthy living. The target customers are those that still want their soft drink hit but want to look after their health. We want to be the best tasting low-calerie sugar-free soft drink in the marke. This adheres to the need of healthy living and the sugar free benefit provides this for consumers.
6 Brand Character/Personality
The key phrases or terms which describe the personality the brand should consistently portray. How do you want to speak to your target audience? You need to think as if your brand was a person, how would you describe them? You should communicate what the voice and personality of the campaign will be.
Inspiration on the Pepsi logo shape to create diversified and funny characters which is attractive. Pepsiâ€™s brand character setting is the key to marketing.?They use an alternative way to represent their brand,it always prefer to do things with humour and derision based on its joke culture. Besides, we want our consumer to feel unique and important when they consume our product and make sure that they are aware of the efforts that we have putting for each bottle. Furthermore, lots of fun, which helps to differentiate products from competitors. Their latest campaign,?Live for Now?? one that uses music to appeal to a younger generation of consumers, is defining Pepsi as a young and modern brand.
7 Target Audience Profile/Segment(s)
Who are we talking to? Who are our most promising prospects? The more precise and detailed the description the better. If possible, go beyond general demographics and psychographics to create a brief, but rich narrative around the target segment. Build a personalized profile that paints a picture of the audience. Be specific where you can.
Our targeted audience for this campaign is 13-35 year olds on low to high income, both male and female. We feel or think that people within this segment they are more likely towards socialising with their friends, customers or even colleague, thus Pepsi Max is one of the essential for those who are Pepsi lover or people who doesn?t like the taste of alcohol. Our most promising prospects are those who are within the age bracket (25-~30) as they are more easily to communicated with through social media due to a higher percentage of users within that age. Furthermore, we aim to target the growing health concious market proving pepsi max adheres to these concerns.
8 Consumer Insight/Sweet Spot
What is the consumer mindset? What do they currently think? Where are they coming from? What are the â€˜ little human truths â€˜ that can we tap into that will make an emotional connection that is relevant and memorable with the target? (e.g., habits, lifestyle snippets the reality of their hopes, fears, dreams, interactions, usage situations, aspirations)?
As we see the world becoming more health conscious, we are seeing a higher demand for products, which are perceived as being ?better for you?. With Coca Cola still dominating the Australian market with its original soft drink. It is clear that Pepsi ?drinkers? do already prefer the no sugar option. With Pepsi max holding a market share of 7% in 2015 and Pepsi-Cola having less than 3%. With the handy screw top option of the 600ml Pepsi-max can, how can we shift perception to the drink being an everyday on the go option? Which perhaps Coca-Cola high sugar percentages would prohibit it to be.
9 Promise/Takeaway/Major Proposition/Key Benefit Claim
What do we want them to think? In other words, whatâ€™s the single most persuasive or competitive idea that we can convey? What is the key response we are looking for? This should be a simple sentence. Most commonly, it is a statement that articulates the emotional payoff of using the product/brand (Key Benefit). Avoid both empty verbiage and overpromising-they can result in generic or implausible creative executions. Use audience language. In essence, this is the targetâ€™s net impression, what you would want them to â€˜relay back to you in their wordsâ€™ after encountering your campaign?
To look after your body is critically important in todayâ€™s society but this doesnâ€™t have to come at the expense of Pepsi Max, as we provide a low-calorie sugar-free 600ml bottle. Quench your thirst and get your infamous hit of Cola today.
10 Support/Substantiation/Source of Authority & Credibility
What are the â€˜ reasons to act or believeâ€™? List the rational and emotional reasons to for the target market to find credibility in the claims made. Commonly, these can be grounded in attributes and benefits of the brand item. Include all major copy points in order of relative importance toward backing the promise. Ordering key points helps copywriters to prioritize when time and space are limited.
The reasons why the consumer should believe the claims are the rich history of Pepsi. Pepsi Max. In 2009 Pepsi Max was given the title ?Fastest Growing Brand? with an increase of 9% in product sales â€“ this is an evidence to prove their constant innovation and product quality. Furthermore in 2010, Pepsi Max sales jumped 10% to $744,192,000 beating Coca-cola sales by $45,434,880. Due to the track record, i believe that there is no reason that they will not live up to the promises with their product development that aims to satisfy their loyalty customers.
11 Creative Guidelines/Executional Elements/Mandatories?
Include any â€˜must havesâ€™ that must be present in the advertising. (e.g. ., logo, product shot/ packaging, company website, address, phone number, new or existing tag line, legal disclaimers.
The Creative guidelines that must be incorporated in the advertising campaign; Are, the logo (?MAX? must stand out), giving you our max, and getting the max out of you, change the packaging to a more sleek and environmentally friendly design, company website should really focus on the Pepsi Max product and describe clearly and distinctively on the website what makes Pepsi max better than the rest. ? A Zero-calorie cola in disguise?. ?Maximum Taste no sugarâ€™. Advertising must aim not only at dominating the sugar free sub-markets but also controlling the whole market with the evr changing consumer mindset.
If there are any restrictions regarding the tone of voice the advertising, express them here. Remember that all brand communication should be consistent with its aforementioned personality (e.g., humorous, light-hearted, professional, knowledgeable, edgy, hip). Tone can affect word choice and writing style within the ads themselves, as well as the overall feel of the campaign. i.e. no humour, no sexual innuendo, needs to be professional but edgy.
The brand of Pepsiâ€™s tone of voice was teamed up before with popular businesses and websites such as a show called ?Poptub? in YouTube. It combined with internet viral videos, joke culture, and celebrity gossip. In 2007, in the new tone of voice appealed to Pepsi?s consumers, making their voice sounds thriving and busy.Pepsi also use sex appeal in their voice. And for today, Pepsiâ€™s Facebook is full of promotion, humour and campaign dialect.The humorous approach to?Pepsi promotion?that?brings to customer cheeky tone of voice and â€˜on the edgeâ€™ adverts using their competitors.
What do you need from the creative (communication) team(s) and when do you need it? You may prescribe a 1 x TVC, 2 x 30 s radio ads, supporting social media presence (Facebook and Twitter) and other required IMC activities. You may also want to give agencies the freedom to present IMC activities in addition to those prescribed.
Visual aspect of the campagin in order to beautify the product, ice cold, thirst quenching, which can be best done in producing a television commerical (TVC) that will reach the audience intended. This can also be translated into a social media campagain that provides visuals, and therefore tansforming the footage into a youtube ad and also a facebook Ad is vitially important for the campaign.
Creative, Media, New Media, Production etc. Emphasise that concepts that cannot be produced within budget should not be presented. You do not need to demonstrate how you calculated your budget, just provide the budgetary amount. If you have prescribed required IMC activities (deliverables), you may feel it important to breakdown the budget across those activities.
Budgeting for the campaign comes with two aspects, Design and Production. in order that we ensure that we appeal to a maxiumum audience or budget for our 30 second AD is $5million. $1million on desig and the $4million the remainder spent on 30 second prime time tv slots averaging at around $30,000 per 30 seconds in Australia. A further $1million will be budgeted for social media, design and user costs included. Total budget =$6million.
December January February March April May June July August September October November Total
Infomercial Advertisement $200,000.00 $200,000.00 $200,000.00 $200,000.00 $200,000.00 $200,000.00 â€“ â€“ â€“ â€“ â€“ â€“ $1,200,000.00
Social Media $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $20,000.00 $240,000.00
Billboard $800,000.00 $800,000.00 $800,000.00 â€“ â€“ â€“ â€“ â€“ â€“ â€“ â€“ â€“ $2,400,000.00
Guerrilla Marketing advertising $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $30,000.00 $360,000.00
Event $1,000,000.00 $1,000,000.00
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