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Agency 1 [Coca-Cola Strategic Document]
Coca-Cola Strategic Document
Agency 1:Angus Manson 17531245Benjamin Dickson 17643245Nathan Brincau 17790127Rob Abboud 17504922 & Sheona Muller 17673987
Agency 1 Coca-Cola Strategic Document
Assignment Cover Sheet
School of Humanities and Communication Arts
Student name: Advertising Agency 1
Student number:
Unit name and number: Communication Campaign 102055
Tutorial group: Tuesday 11 am
Tutorial day and time: Tuesday 11 am
Lecturer/Tutor: John Grieg
Title of assignment: Assessment 2: Campaign Strategy
Length:
Date due: 09/10/2015
Date submitted: 09/10/2015
Campus enrolment: Penrith: Werrington South Campus
Declaration:
I hold a copy of this assignment if the original is lost or damaged I hereby certify that no part of this assignment or product has been copied from any
other student’s work or from any other source except where due acknowledgement is made in the assignment
No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned
I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking)
Signature:______Agency 1________________________________
Note: An examiner or lecturer/tutor has the right to not mark this assignment if the above declaration has not been signed.
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Agency 1 Coca-Cola Strategic Document
Table of Contents
Executive Summary...........................................................................................................................3
Research Findings..............................................................................................................................4
Target Audience................................................................................................................................6
The Strategic Approach.....................................................................................................................7
The Issues..........................................................................................................................................9
The Objectives.................................................................................................................................11
Tactics..............................................................................................................................................13
Evaluation........................................................................................................................................15
Budget.............................................................................................................................................17
Appendix..........................................................................................................................................20
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Executive Summary
This strategic document uses SMART objectives to integrate social and digital media while
reaching our target audience and buyers audience who are aged between 18 and 24. Intensive
research on our target audiences and the market share allowed us to support and bring
relevance to our strategic approach. Most of all we have been able to illustrate that Coca Cola
goes hand in hand with summer fun by tapping into the hearts and minds of our target
audience’s understanding of happiness.
Our big idea utilizes digital screens to open their ideal summer happiness through a series of
questions. These answers along with a photo of the user will generate a personalized image of
the user in their ideal happiness. The user will be encouraged to share the image through
Facebook to receive a free treat size Coca Cola can in return. This concept will also be
available on our app to reach potential audiences outside of the fixed screen locations. These
apps will also cater to our buyers target audience, as they are mothers on the go.
We will also collaborate with special events to promote our campaign using LED trucks and
gain greater coverage. This concept will allow the similar idea to the screens and app but
promoting further decoration and merchandising to drive further promotional advertising. We
will also utilize paid online ads and cinema to increase awareness to the campaign.
With a budget of $500,000, Agency 1 has chosen appropriate media channels according to
the target audience and market share research. We have also set solid objectives to overcome
Coca Cola’s biggest issues. In return, the strategic approach appropriated with inflight
research will drive users back to purchases and rightfully name Coca Cola as the leading
competitor within the summer market share.
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Research Findings
Coca Cola’s aim is to own summer, so this campaign opens up the indirect market share to
some major competitors. In recent years Coca Cola has lost their edge within the beverage
market. Iced teas have become a threat as they’re the fastest growing beverage segment (see
Appendix 1). Pepsi are the main global competitor, but Coca Cola’s main summer
competitors are Havianas, with Iced Tea and Oporto as their leading competitors for regular
purchases (see Appendix 7). Each competitor encompasses different strategies to ‘own
summer’. Havianas utilises summer branded content to own all other items associated with
summer, Oporto focuses their campaigning identity around road tripping to the beach and
Drumstick showcase their brand around traditional Australian summer rituals (see Appendix
2).
Coca Cola has produced many award winning campaigns, one of which was the memorable
1971 Hilltop. This TV spot commented on a controversial topic, the Vietnam War, while
encouraging unity and harmony. This strong voice allowed Coca Cola to become relevant to
their target market by giving coke a voice on topical issues.This provides good groundwork
for how effective our tactics could be if we adopted a similar approach and released themed
tactics around relevant issues and events at the time of the campaign.
Another iconic Coca Cola campaign was ‘Share a Coke’. This wasn’t summer focused but
tapped into the engagement with word of mouth. The personalisation of the campaign
allowed Coca Cola to connect with their audience emotionally. It would be ideal to leverage
this campaign due to its success and vast coverage it gained.
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Their social media has been inactive for quite some time as their campaigns work in bursts.
We’ll need to devise an innovative and engaging campaign to make up for the loss of
constant engagement. We’ll also need to balance the debate between health vs fun due to our
buyer secondary target audience.
With 60% of single serve consumption sold at convenience stores, it will be ideal to leverage
this insight (see Appendix 10). It’ll also be ideal to collaborate with an iconic summer event
to advertise at, for example cricket or beach events. This will achieve reach through a burst
scheduling due to the coverage gained at these events.
Authentic happiness is to pause, seek simple pleasures, to connect, to accept and to look at
the world in a positive way knowing there are plenty of reasons to be happy (see appendix
10). We will need to tap into the emotions of our target market; the believers, the dreamers
and the connectors, finding what they associate with authentic happiness and capitalise on it.
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Target Audience
Through research conducted by Agency 1, a number of insights were discovered that will be
useful for our campaign. These insights will help us to speak directly to our primary and
secondary target markets. The research methods included 50 surveys, DILOs and Customer
Profiles.
The DILOs revealed that our buyers, who are generally mothers, are most active on social
media in the early afternoon (see Appendix 5). This indicates that any content we publish in
the early afternoon is best to be concerning them, especially given that they purchase for the
family and account for over 80% of Coca-Cola sales (see Appendix 10). Whilst early
afternoon may be the time to post for buyers, our target audience is most active on social
media at night (see Appendix 6). This means that posts at night will be directed more to the
target audience, but more importantly, that our afternoon posts do not exclude them entirely.
Posts in the afternoon may still appear in the target audience’s news feed, even though they
are active later on, therefore it is imperative that our posts remain relevant to both the primary
target audience, but also the secondary buyers audience.
Research also highlighted that buyers are heavily influenced by the target audience. The
opportunity to be taken from this is that our target audience will persuade the buyer into
purchasing the product, a concept known as ‘pester power’.
The surveys revealed two interesting insights, which will further prove to be a great
opportunity. The target audience are highly social; this means that marketing the product in a
social context will work positively. In saying that, the surveys also revealed that going to the
beach and going out for New Year’s Eve is on their ‘to-do list’ for summer, presenting an
opportunity to leverage.
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The Strategic Approach
Our umbrella idea is an integrated social and digital media concept involving interactive
screens placed at iconic summer locations across Sydney’s city- Manly beach, QVB, Darling
Harbour Park and Bondi beach.
As people walk past the screen, it will appear as a blank webcam mirror. The user will need
to stand in front of the screen for 3 seconds to activate it. When the screen activates it will ask
the user a series of questions followed by a photo of the user, to which they can reply and the
screen will create their ideal summer image.
In order to ensure people aren’t providing inappropriate answers, the screen will have a short
summer themed 3 question survey where people can select their answers from a list. This list
of questions will ask for the user’s favourite summer themed location (i.e. Manly beach),
their favourite summer item (i.e. beach ball) and their most authentic happiness moment (i.e.
watching the sunset). Taking these into account, the screen will appear with the person
relaxing at the beach watching the sunset. Our surveys provided 50 detailed insights into a
consumer’s idea of authentic happiness and iconic summer events (see Appendix 8). These
would provide a reliable list of answers to cater for as many users as possible.
After this, the screen will ask the user to ‘share for a coke’, where they can share their
experience on Facebook in return for a free small treat sized can of Coca Cola; playing off
the successful ‘share a coke’ campaign. These cans of coke will be held in a fridge attached
to red Vespas through Media V’s services. Their services are flexible and so, we will request
the riders to be of our target demographic wearing Coca Cola branded clothing (Media-V,
2012). Sending the Coca Cola Vespas on a route around the interactive screen’s location will
drive locals back to the interactive screens.
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For example, Stacey will activate the screen by standing in front of it for 3 seconds. It will
then ask her where her favourite summer location is. She selects the beach from the list which
also includes other locations such as the cricket and the river. It then asks her what she likes
doing at the beach, which she says relaxing. At this point, it generates an image of the beach
with some beach chairs to relax on. The image that will appear on the screen is her (coming
from the camera) along with the beach and beach chairs to relax on. The screen will
encourage her to ‘Share for a Coke?’ If she agrees, she can share her experience on Facebook
and in return receive a free Coca Cola can. People will only be able to receive one Coke over
the summer campaign and will be monitored through their Facebook login.
We will also make the interactive screen available through an app. They will be able to ‘share
for a Coke’ digital coupon where they can redeem at their local petrol station, as 60% of
single serve consumption is sold through petrol and convenience stores. (see Appendix 10). It
is understood that during the summer our target audience have time on their hands and
therefore are able to stop and interact with the screen for a few minutes. However, our buyers
may not have that luxury as they often will have shopping and the kids with them (see
Appendix 5). The app will be primarily for the buyers so that they can interact in their own
time and aren’t restricted to doing it whilst they are out.
The overall concept is that our big idea opens the user’s ideal summer happiness through a
personalised image. The personalisation surfaces authentic happiness and drives a deeper
engagement. Users are encouraged to share their image on social media to receive a free can
of Coca Cola. This drives users back to Coca Cola sales with positive word of mouth over
Facebook.
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The Issues
Problem statement:
In recent years Coca-Cola has been under increasing pressure from direct and indirect
competitors; we need to reposition ourselves as the leading competitor in the summer market
share (see Appendix 7).
Social issues:
Iced Teas are the fastest growing beverage in the market, which is a potential threat this
summer (see Appendix 1). We will need to leverage emotional insights that’ll resonate with
our target audience on a personal level. And so, relevant personalisation will drive brand
loyalty.
The biggest hurdle that our campaign will need to overcome is the debate between health vs
fun. We will tackle this debate by promoting portion sized treats through single serve
consumption. Summer is associated with fun and treats; we will leverage this to voice a can
of Coca Cola as the ideal summer treat.
Business:
There are so many brands competing for the number one positioning in the summer market
share. We will need to make a relevant voice that’ll cut through to our target audience.
Working within the constraint of the budget will mean that our campaign will need to focus
on one big idea rather than relying on the reach and frequency of expensive media channels.
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Advertising:
Coca Cola’s campaigns work in bursts therefore we’ll need to make up for the engagement
loss on Facebook.
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The Objectives
Single minded proposition:
Our aim is to promote a strong association between summer fun and coca cola; so that the
two terms become synonymous.
Deliver an effective, realistic and integrated strategy for Coca Cola’s summer
campaign.
Deliver an achievable campaign that will integrate media according to the promotional
methods to drive campaign engagement. This will be measured through earned media- social
media shares and word of mouth.
Outline the thoughts and feelings of our target audience in regards to authentic
happiness throughout the campaign.
Leverage relevant consumer insights throughout our campaign that will resonate with our
target audience. These insights will refine our direction, encouraging consumers to associate
authentic happiness with our brand. Using 50 participant’s responses from a survey will
convey relevant emotions that our target audience associate with.
Double the amount of Social Media impressions from Coca Cola’s last summer
campaign
Our big idea drives users to share their personalised happiness image for a free can of Coca
Cola. While all engagement generated from every share will be calculated as an impression.
And so, shareable content will generate earned media through positive word of mouth.
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Achieve 20% increase in single serve consumption sales across Sydney by the end of the
3 month campaign.
To balance the debate of health vs fun, we will need to promote portion sized consumption.
Earned media will increase growth in sales as consumers will associate summer happiness
with a Coca Cola treat.
Achieve over 100,000 app downloads by the end of the 3 month campaign.
This campaign will utilise our app to achieve a further reach than our portable screens would.
Achieving 100,000 app downloads is a realistic objective as Sydney’s population is just over
4 million. The coverage from our screen locations will drive our target audience back to the
apps as they’re highly involved in social media all day (see Appendix 6).
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Tactics
Augmented Reality App and Screens
To emphasise that Coca Cola is "The King of Summer" and that coke can turn any situation
into a fun, summer environment, an augmented reality app will be developed. This would
take a user’s environment, seen through their phone camera, and super impose objects onto
the geographical location. Pictures and videos taken from these could then be shared with
friends and family on social media. The ability to set up permanent objects around certain
locations would also be available to users and importantly to Coca Cola to set up promotional
spots. What this means is that when objects are placed at locations, anyone with the app can
go to that location and see the scene someone else has created. Inbuilt social media buttons
would allow easy sharing of the images and videos captured.
Augmented reality screens will operate on the same principle as the app however not provide
the option of permanent objects to better suit public use. It will also give users the option to
suggest new prebuilt summer scenes and assets for Coke to provide for them on the screens
and in the app, as well as prompting them to do the same on social media.
LED Truck
In order to provide Coke's augmented reality experience at special events or locations that do
not allow a permanent screen, a portable screen will be provided on the side of a truck. The
larger screen and opportunities for further decoration and merchandising is more suited to
festivals and events than small stationary screens and the resulting interactions can be filmed
and used for further promotional advertisements.
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Digital Media Advertising
To promote the use of our other tactics and engagement on social media, several digital
advertising opportunities will be used on Facebook, Google, YouTube and music streaming
sites with both display and video ads where appropriate. It has been observed that despite
Coca Cola's substantial following on Facebook and Twitter, there has been minimal two-way
communication. Coke would benefit from this campaign even further by engaging in the
conversation with its audience and it is suggested a social media support staff be included in
its digital media advertising tactics.
Cinema Ad
A video advertisement will be created depicting not just how coke is involved in all aspects
of summer fun whether it be a trip to the beach, a home barbeque or a summer music festival,
but also how Coca Cola can make any summer place fun with its augmented reality app and
fixed screens in the city and other locations. It will encourage the target audience to
download and try this experience and share it on social media with their friends to boast that
they are fun and entertaining. This ad will be played in appropriate cinema screenings, on
YouTube and across music streaming applications.
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Evaluation
Our campaign hones on iconic summer locations and follows a cohesive summer theme as a
means to own summer. We continue to capitalise our campaign’s reach by substituting an app
beyond the fixed digital screen locations. Our campaign takes the ‘open happiness’ tagline
and surfaces a deeper meaning as we aim to open the authentic happiness of our users by
personalising their ideal summer image. Our interactive screens cater to our target audience
as they’re spending most of the summer outdoors (see Appendix 8). Furthermore, Coca
Cola’s social media channels are a relevant trend to our target audience as they are constantly
interacting with social media all day (see Appendix 6).
We will monitor and optimize our online word of mouth through Hootsuite. To measure the
success of these chosen tactics throughout the campaign regular tests need to be
implemented. The application Hootsuite Pro Analytics can monitor the impact on social and
digital media and a monthly focus group can gain emotional insights into the effectiveness of
the augmented reality screens. We will use this software to also calculate our keywords,
shares, unique impressions and hash tags on Facebook. Hootsuite will also be used to
leverage Facebook’s inflight research. Facebook impressions will be monitored around
events where we have promoted our LED trucks. In doing so, we will be able to track this
tactic’s online word of mouth.
We will calculate the app downloads to framework the call to action’s reach of our campaign.
Furthermore, the insights and trends gained from online inflight research will adjust our app
updates. These may be as simple as adding popular summer locations, items and moments
(i.e. Darling Harbour, vortex ball or stone skipping) to our app’s survey list that we may have
overlooked before.
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To track if our app downloads are coming from paid ads we will monitor the click through
rates of YouTube and music streaming applications. By applying a unique coding for each
click through, will allow us to understand exactly which paid traffic is generating most app
downloads. If we find that over 75% of our traffic during inflight research is coming from
YouTube ads over music streaming applications, it would be appropriate to shift more spends
into the YouTube.
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Budget
AppDevelopment 3000Promotion 10000App Store Fees 125Total 13,125
Augmented Reality Screens
Production 50000plus 6 extra screens 300000Led Truck Hire (per day) 4000plus 9 extra days 36000Media-V Scooters 4000Continuous scene production 5000Total 399,000
Digital advertisingFacebook Ads 8000Social Media Support Staff 4000Google ads 2000Pandora + Music media ads 10000Music Media Ad Production 20000YouTube 1200Total 45,200
Promotional VideoProduction 10000Cinema Media Buy 30000YouTube 1200Total 41,200
EvaluationHootsuite Pro 150Focus Groups 850Total 1,000
Media VMedia V services 475Total 475
Total 500,000
App
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Development for an augmented reality app of the quality we are looking for requires
anywhere from $1000 to $4000. We require the provided assets (popping coke bottles, beach
balls, suns with sunglasses etc) to be inserted and social media sharing from within the app.
This puts the app at the higher end of the scale with an estimated $3000 for initial
development.
Augmented Reality Screens
The Augmented Reality screens will be the primary tactic of the campaign. To produce these
including council approval, support materials, location costs we estimate around $50,000 per
screen as well as an additional $5000 for content updates throughout the summer. We have
also sourced a truck with large LED screens on its sides that can be adapted into portable
augmented reality screens for festivals, events and other locations where permeant screens
are not an option. As this is only a short 3-month campaign, hiring the truck rather than
buying should be sufficient. The Media-V scooters are fairly low key and to be used to
compliment our other tactics and provide access to the augmented reality screens in places
unsuitable for permanent signage or too small for the LED truck.
LED Truck
In order to provide Coke's augmented reality experience at special events or locations that do
not allow a permanent screen a portable screen can be provided on the side of a truck. the
larger screen and opportunities for further decoration and merchandise is more suited to
festivals and events than small stationary screens and the resulting interactions can be filmed
and used for further promotional advertisements. Specific events the LED truck would be
suited for this summer are surfing competitions such as Ripcurl Pro; a variety of festivals
including the Falls festival, laneway, Pyramid Rock and Tropfest; The Test Match Cricket or
the Sydney Festival.
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Scooter Mobile Advertising
These smaller, portable screens are a perfect for areas unavailable for permanent signage but
too small an area for the LED truck and have the advantage of being able to carry either the
interactive screens or static advertising. This form of advertising would be most effective
outside shopping centres and grocery stores having events or to simply maintain headspace
during summer by keeping our ads visible on the road and crowded areas.
Digital Advertising
An even spread across the most popular forms of digital media will help spread the reach of
the campaign and encourage social media sharing of the publics interactions with the
augmented reality screens. A substantial increase in Coke’s social media participation would
be required for this campaign to be fully successful and as such social media support staff
have been included in the budget.
Promotional video
A promotional video of gathered vision and images of consumers interacting with the AR
screens in different summer locations and going through the details of the campaign can serve
as both promotional material for case studies about the success of the campaign as well as
advertising material during the campaign itself. Including filming equipment, editing and
promotion through digital media and for use on the targeted audience in a cinema
environment we’ve estimated a cost of about $40,000.
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Appendix
Appendix 1: SWOT Analysis
SWOT QUADRANTS
STRENGTHS-Still genuine legend in the soft drinks category- Previous award winning campaigns- Recently launched Coke Life- Reputation is strong- Pre-existing association with summer- Strong identifiable colour pallet
WEAKNESSES- Coca Cola has lost a bit of their legendary edge- Need to balance the argument between health vs fun- Health concerns- This campaign is a relatively low budget- Become more background noise in recent years
OPPORTUNITES- Collaborate with summer icons for brand ambassadors. Also consider local influencers- 60% of Coke is bought in petrol and convenience- we could leverage running the iconic summer events (Australian summer checklist)- recent advancement in tech such as augmented reality apps- high possible social media saturation
Capitalise:
Balance the Health vs Fun Debate
Improve:
Balance the argument by solidifying Coca-Cola as a treat.
THREATS- tough direct (drinks category i.e. iced tea) and indirect (summer category) competitors.- every product competing for the summer theme- recently their Facebook account has been inactive
Monitor:
We need to make our brand unique from the whole summer category.
Eliminate:
We need to eliminate the lack of engagement though Facebook
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Appendix 2: Competitor Analysis
They’re iconic for the Australian summer Vending machines debut in 2011 creating social buzz and positive WOM Online exclusive sales, limited edition prints (Disney), and can ‘make your own’
online to purchase. Have a lot of branded content for their loyal fans- accessories include mini bags,
inflatables, gummy lights, phone cases, USBs, magnets, key ring/ strip, towels and beach umbrellas. This branded content allows them to own all that’s associated with summer.
Can only be purchased in store through surf shops such as City Beach and Surfs Up. Havaianas Thong Challenge- An annual event (Bondi on Aust day) where people
swam at the beach in a line with inflatables and $10 of each $30 registration went back to the local surf club. They had cities verse each other to see who could raise the most.
Havaianas uses magazine print as their main advertising media channel with colourful and vibrant vibes
Laura Dundovic was an ambassador for their Thong Challenge on Australia Day. She won Miss Universe Australia for 2008 while also acting, modelling and participating in other beauty pageants. She’s a sports enthusiast as she competed in diverse sports from a young age.
Within the energy drinks market Red Bull is the industry leader throughout the world. Marketing Efforts- a lot of promotions and well-targeted campaigns and sponsorship.
For example, Formula 1 helps to expand Red bull brand and increase consumer brand awareness.
Strong, fresh & fashionable brand identity. Lack of innovation- there are a lot of competitors in the market and they have their
own USP which leaves Red Bull behind. Above Average Prices Reliant on small product base- The Company only markets one branded product, Red
Bull Energy Drink (along with a sugar free variety).
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Health concerns- tougher rules from government on high caffeine content. Consumer awareness of health and wellbeing- people may start to drink other
alternatives as it is associated with healthier life style. Drinks might not be accepted in the new markets. Organic energy drinks might steal RB’s market share
Drumstick hold a strong market share in summer – advertisements are often set on the beach
Last year celebrated ‘50 summers’ Campaigns often show traditional summer rituals i.e. playing backyard cricket whilst
holding a Drumstick Known as the ice cream cone of ‘summers past, present and future’ Use a variety of media – outdoor, TV and cinema Drumstick created an app where they encourage people to share their favourite
summer memories and/or rituals Advertisements sometimes build up to someone pulling out a Drumstick from an esky
and eating it Drumstick is seen as Australia’s original ice cream brand First launched in 1963 Drumstick one of the first to use Periscope as a means of advertising Drumstick Australia Facebook page has 93K likes
Oporto began as a Burger Shop on Bondi Beach in 1986, and has grown into one of Australia's favourite food chains.
They have an extremely strong seasonal identity – summer means Oporto It has become a popular alternative to McDonalds and Hungry Jacks Advertising always includes fun, sun, surf and sand – all crucial parts of the
Australian summer Campaigns have focused on getting away to the beach with friends and road trips 108K Likes on Facebook Use a Rewards App were customers could gain points from purchases and receive
free gear Active across all social media TVC is the main media channel used to communicate with customers Franchise format means that they have more than a hundred stores around the country
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Seen as healthy alternative – increased health consciousness of the public Owned by parent company Unilever, who have a lot of resources. Large Distribution network Strong Ethical Values Low presence Political unrest in country of ingredients production Iced tea seen as "Fad" Increasing Tea Prices Lipton iced tea had reported rapid growth and gained huge popularity in recent years
making them an increasing threat to cokes market share
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Appendix 3: Customer Profile - Grocery Buyer
Demographic
Name: Julie Nelson
Age: 43
DOB: 15 June 1972
Marital status: married (spouse John Nelson), with 2 children (Jessica and Emily)
Career: works part time as a receptionist in an accounting firm (while the kids are at school 3 days a week – Monday Tuesday and Thursday.
Psychographics
Values:
Julie lives for her family. Ever since she was married she has dedicated her life to her family and devoted her time and effort to keeping them happy. Julie has agreed with John to have movie night every Wednesday to try and get as much time with John and the kids as she can. Other than all of that before and after work, Julie is a stay- at-home mum committing the rest of her time, to keeping her house nice and tidy.
Hobbies:
Julie enjoys tennis on Saturday afternoons, and taking the girls to ballet and netball. As their coach, she is very dedicated to pushing them to be as good as she was in the 80’s. In addition to that, Julie enjoys bushwalks, beach walks and being adventurous on Sundays – fundays.
Desires:
Julie desires to see her girls grow up and get married and live happily ever after. She also desires to be the best mum she can be and the best wife she can be to John. She also desires to keep her family happy and stay in touch with her extended family every now and then.
Interests:
Other than the obvious of enjoying netball and Ballet, Julie enjoys reading Women’s Weekly, and new release books.
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Appendix 4: Customer Profile - Target Audience
Demographic
Name: Chris Taylor
Age: 18 - 24
Gender: Male
Marital Status: Unmarried
Household Size: 3 - 5
Occupation: Retail or hospitality
Employment Status: Part-time or casual
Education level: Secondary, some tertiary
Income: 10,000 - 18,000
Psychographics
If asked, Chris Taylor would say the most important thing in his life are his friendships and
social life. He feels life is all about working to live and not living to work so enjoys spending
time with his mates. Because he appreciates his social network he values his reputation and
popularity among his friends. Chris is coming to the age where he feels he needs to start
taking responsibility for himself in the real world. Chris finds any measure of life success,
whether it be a promotion at work or being able to move out of home, very important to him.
Looking after himself is a big priority to Chris both to keep fit and just to look good. He does
this by fitting in a workout session after work at his 24hr gym 3 to 4 days a week. In his spare
time Chris enjoys playing in his soccer comp, high adrenaline activities like go-carting and is
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an avid movie goer. Every Saturday night after work he'll hit the club for a few drinks and
meet up with a few friends. All these are of course done in the company of his friends
Appendix
5: DILO – Grocery Buyer
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Time of the day
Activity Media Media involvement1 (Low) – 5 (High)
Waking up 7am Making Kids Breakfast and Lunch
Radio + TV2
Early morning 8am
Dropping kids off at aschool
RadioOutdoor
2
Mid morning
10:30am Gym Session Social Media Digital MediaTV
3
Lunch time 12pm Lunch,Housework and washing
Social MediaDigital MediaTV
4
Early evening 3pm
Picking up kids from school and organising afternoon tea
Social MediaOutdoorTVRadio
3
Dinner time
6pm Cooking Dinner and eating with family
TV and/or social media
4
After Dinner
8pm Watch TV and read before bed
Social media,TVDigital
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Appendix 6: DILO – Target Audience
Appendix
7: Perceptual Map
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Time of the day
Activity Media Media involvement1 2 3 4 5
Waking up 7am Have shower Facebook5
Early morning 8am
BreakfastGet ready for uni
TV, outdoor and radio4
Mid morning
10:30am Go to uniGo to classes/lectures
Social Media and radio
3
Lunch time 1pm EatLeave uni
Social Media and radio
4
Early evening 04:00pm
Have afternoon snack, study
Social Media3
Dinner time
7:30pm Dinner with family/friends
TV and/or social media
3
After Dinner
8pm Watch TV, play video games/go online, have alone time
Social media, TV, online
5
Agency 1 Coca-Cola Strategic Document
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Appendix 8: Survey Summary
1. Do you spend most of your summer with family or friends?
We found that our target audience spend a lot more time with their friends than their family over summer.
2. Rank what events you're most likely to attend over summer?
Our 3 top events our target audience ranked that they’d likely attend over summer were the beach (45%), BBQ (24%) and sporting events (15%).
3. How often do you drink Coca-Cola over summer?
We also found that only 25% (majority) drink Coca Cola once or twice throughout the whole of summer while only 12% never. This is problematic as we’ll need to push with single serve consumption as a treat.
4. Which drink category do you prefer to quench your thirst over summer?
A unique insight is that 40% (majority) use water to quench their thirst over summer while only 5% preferred Iced Teas.
5. What do you fear most of missing out this summer?
Most of our participants had the beach and New Year’s Eve on the top of their summer checklist.
6. Which event is at the top of your checklist for this summer?
This question surfaces authentic answers as many admitted missing out on being with friends and family or going outdoors to places like the beach. Most were also afraid of not enjoying themselves or getting a tan over summer.
7. What do you associate with authentic happiness? (can choose more than one)
The two leading activities our target audience associate with authentic happiness are gatherings and relaxation.
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Appendix 9: WIP Week 1 to 10
Schedule Tasks Hours ResourcesWK 3
WK 4
WK 5
WK 6
WK 7
WK 8
WK 9
WK 10
WK 11
WK 12
WK 13
Target Audience analysis
3
Survey 10 consumers
10
Send to 10 respondants
1
Draft questions 1Send surveys 5
Transcribe 2Analyse 1DILO 2
Customer Profile 4Research Findings 2
SWOT Analysis 10Instore visit 2Online audit 4
Consider TA analysis 2Finalise in SWOT
quadrants1
Competitor analysis 11Perceptual Map 5
Strategic Approach 8Project Summary
Statement2
Recap Brief 1
Build understanding from lectures 1
Investigate issues 2Shape strategic
direction 1The issues 2
SWOT Analysis 2The objectives 4
SMART objectives 4Tactics 5
Evaluation 6Budget 5
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Appendix 10: Communication Brief from Robbie
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