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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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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

5


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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


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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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