MMAT

Difference is it keep you fit!

A presentation on an integrated marketing communication campaign

for OxyCola

By
Tom Jacob
Abdul Azeez Ettuveettil
Muhammad Imran Kayani
Muhammad Mudassir Khan

Liverpool John Moores University

MBA - Integrated Marketing Communications - Presentation - Apr 2009
 Introduction
 We are MMAT, a new generation full-service agency that handles
all aspects of marketing communication.
 Oxy Cola, a new fizzy drink that has health benefits is soon to be
launched in UK; with a pilot launch going live in London in one
month’s time.
 The drink contains the same carbon levels of sparkling
water(carbonated water) which is as harmless as regular water
(Parry et al. 2001)
 This presentation will suggest a proposal for successfully
launching the pilot; with strategies, tactics & evaluation methods
recommended.

MMAT Oxy Cola

 Market Analysis:
Macro Level
 Macro Analysis for Greater London, UK - Key Points
 Growing trend of health consciousness, especially among young
& middle aged people.
 Latest data shows that a third of London’s children are
overweight or obese. (healthcarerepublic.com, 2009)
 Increasingly people are spending more and more time indoors,
hooked to their computers & game consoles.
 Government is promoting healthy eating habits.

 Current economic climate makes it harder for people to pay

for fitness programs.

MMAT Oxy Cola

 Market Analysis:
Micro Level
 Micro Analysis of the Cola Market - Key Points
 The market is highly saturated with low growth potential.
 Coca-Cola GB, Britvic Soft Drinks & AG Barr dominate the
market along with private labels.
 Bottled water, coffee, smoothies, sports & energy drinks and
juices are increasingly trendy and eroding the sales.
 Product differentiation comes from marketing campaigns that
have created brand identification and loyalties.
 Leading companies enjoy fierce brand loyalty from the
customers.
 In real value terms the market will decrease slightly by 1%
MMAT Source: mintel.com, 2009 Oxy Cola
 Competitive & Opportunity Analysis
 Essentially a tripolar market with three major players with
large marketing budgets.
 Traditional cola companies offer little differentiation in
terms of their products.
 There is a gap for a cola product which can satisfy a
growing pool of health conscious customer.
 People need a cheap no-hassle product which can keep
them fit & healthy.
 An opportunity to get government support & funding for
product awareness for such a product

MMAT Oxy Cola

 Customer Analysis

 Who is our target customer?

‘‘Young to middle aged, health & fitness

conscious people who live a modern, trendy
and busy life style.’’

MMAT Oxy Cola

 Target Market Analysis

 What does our target market need?

A cola drink that takes care of their heath & fitness

worries
 A cola drink with hydrating & nutritional value

 A trendy drink which matches their lifestyle

 Convenient & affordable drink

 A unique cola which allows them to stand out in the crowd

MMAT Oxy Cola

 Segmentation Strategy:
Segment Variables to Target
• Young to
Age Middle
Aged

• Busy
Occupation Professionals
& Students

Generation • Young

• Adventurous,
Personality Gregarious,
Ambitious

Lifestyle
• Achievers,
Strivers

MMAT Benefits
• Quality,
Convenience,
Nutritional Oxy Cola
 Targeting Strategy:
Segment Identification
 A new segment, Health Soft Drink , to be established within
the functional drinks sector
 Physiological Needs
 Hydrating & Nutritional Value
 Fitness & Health Benefits
 Social Needs
 Fun & trendy drink
 Allows to stand out in the crowd
 Personality Needs
 Adventurous, ambitious & achievers

MMAT Oxy Cola

 Targeting Strategy:
Segment Attractiveness

 High growth potential in a saturated market.

 A high degree of differentiation in a homogeneous
market.
 Almost no competition in the segment, at least in the short
term.
 The social trends like health consciousness are favourable
and add to the acceptability of OxyCola.

MMAT Oxy Cola

 Positioning Strategy

OxyCola
Coffee Cola Products
E.g.: Coke Energy Drinks

Smoothies

Juices

Bottled
MMAT Water Oxy Cola
 Promotional Goals:
Marketing

Capture 1% of market share of the Cola

market in Greater London region over the
next nine months.

MMAT Oxy Cola

 Promotional Goals:
Marketing Rationale
UK Cola Market, 2008
Name £m %
Coca-Cola GB, of which: 1,334 66
Coca-Cola 968 48
Fanta 115 6
Schweppes 111 6
Dr Pepper 65 3
Sprite 60 3
Lilt 15 1
Britvic Soft Drinks, of which: 305 15
Pepsi 252 12
7-Up 30 1
Tango 23 1
AG Barr – Irn-Bru 91 5
Other 88 4
Own-label 200 10
Total 2,018 100

MMAT Source: mintel.com, 2009 Oxy Cola

 Promotional Goals:
Advertising

To increase awareness of OxyCola from

0% to 35% by the end of the nine month
campaign among young to middle-aged
Londoners.

MMAT Oxy Cola

 Promotional Goals:
Corporate
OxyCola as a company should
promote the same image as the
communication campaign.
The campaign can only be successful if
the company align its image to the
one it promotes.

MMAT Oxy Cola

 Promotional Strategy

 Pull Strategy
 Marketing Communications will be aimed at the end user.
 Promotional mix consisting of sales promotion, sampling direct
marketing, public relations, sponsorship, internet viral marketing
and advertising.
 Profiling
 The OxyCola brand will be promoted heavily so that the
brand awareness and brand equity can be created
 Clear differentiation will be a main theme.

MMAT Oxy Cola

 Creative Brief:
Image Strategy & Slogan
 Developing the OxyCola brand DNA to create emotional
bonds with consumers
 OxyCola Brand DNA will consist of personality & product
 Personality is defined as Ambitious & Adventurous Achievers
 Product is defined as ‘distinctive taste’, ‘exceptional quality’ and
‘excellent convenience’
 The brand will stand for purity, fun, cool, health, fitness, & quality.
 The product packaging and brand logo will support these brand
images.
 OxyCola brand DNA is also reflected in any number of places
where it comes into contact with consumer, presenting a single
unified brand image, thereby creating an emotional bond

MMAT Oxy Cola

 Creative Brief:
Image Strategy & Slogan

 OxyCola Brand Essence

Purely Healthy Fun!
 OxyCola Brand Promise
Only OxyCola delivers a fun filled health drink to the
high fliers of this world.

MMAT Oxy Cola

 Creative Brief:
Tone, Style & Appeal Techniques
 Tone & Style:
 Colourful & Vibrant typeface and colour schemes on a
predominantly white back ground.
 White background will ooze quality purity & coolness while the
colour schemes will depict OxyCola as fun.
 Elegantly Clear & Simple packaging and presentation giving
OxyCola a luxury feel.
 Appeal Techniques
 Lifestyle and Emotional techniques will be used.

MMAT Oxy Cola

 Creative Brief:
Story board

MMAT Oxy Cola

 Creative Brief:
Execution Strategies
 OxyCola will be presented through
 Product Comparisons
 Brings
out the differentiation of the product
 Cheap to execute
 Demonstrate the product positioning rationale
 Testimonials
 Willrelate to the end user.
 Cheap to execute
 Profiling
 Will enhance the brand equity and image

MMAT Oxy Cola

 Product Logo & Packaging

Material : Plastic
Size: 330ml, 500ml

MMAT Oxy Cola

 Promotional Mix:
Sales Promotion & Sampling

 Sampling at Tube Stations, Gyms and Universities

 Free T-Shirts & Caps with OxyCola Brand
 Freestanding Units to be distributed to the retailers
 Competitions which can be entered in to upon buying
OxyCola
 Multi buying discount E.g.:4 for the price of 3
 Prize draws with free holidays will be offered
 Distribute free coupons which can be redeemed for a bottle
of OxyCola

MMAT Oxy Cola

 Promotional Mix:
Direct Marketing

 Direct Mail
 Personalised invitations to events
 Target Mailing using database analysis
 Emails
 Using targeted advertising services like Phorm
 Door to Door Leaf letting
 As only London area is covered, this can be practical

MMAT Oxy Cola

 Promotional Mix:
Public Relations
 Our PR Strategy aims for a attitude change from
ignorance to knowledge i.e. brand awareness
 OxyCola brand image and corporate identity will be
projected.
 Techniques to be used
 Press Releases about the healthy image of the product
 Publications about overweight problems in London
 Pulling the weight for cause-related campaigns like anti-
smoking
 Run summer events alongside fairs to promote the brand

MMAT Oxy Cola

 Promotional Mix:
Internet
 A stylish flash website to launched and heavily
promoted.
 An Online Interactive game where the character drink
OxyCola to keep fit.
 Use Google AdSense & Phorm for target marketing.
 Face book, MySpace, YouTube, Second Life & Twitter
channels to be opened and maintained.
 Effective use of blogs and forums will create a buss
about OxyCola in the virtual world.

MMAT Oxy Cola

 Promotional Mix:
Advertising

 These media will be used

 London based Radio stations
 London based Newspapers: Evening Standard

 Health magazines

 Out Door Advertising: Bill Boards

 Transit Advertising : Tube, London Buses

MMAT Oxy Cola

 Promotional Mix:
Sponsorship

 Sponsor a London Marathon there by promoting

the brand image and the product itself to the
Londoners.
 Sponsor local community groups who promote
healthy living
 Sponsor anti smoking campaigns

MMAT Oxy Cola

 Promotional Mix:
Point of Purchase

 OxyCola vending machines at Tube stations, Gyms

& Universities
 Free standing units to be distributed to the

retailers
 Large sized inflatable product dummies to be

distributed to the retailers

MMAT Oxy Cola

 Budgeting

15%

33%
Advertising

Sales Promotions

24%
Direct Marketing

Sponsorship

Public Relations
10%

10%
Agency Fee
8%

MMAT Oxy Cola

 Media Plan:
Objectives & Strategy
 Who
 Young to middle aged, health & fitness conscious
people who live a modern, trendy and busy life style
 What
 Oxy Cola, a new fizzy drink that has health benefits
with all natural ingredients.
 When
 Nine month campaign beginning in April, building up to
a climax in the Summer, and continue at a high intensity
through to Christmas
 Seasonal pulse approach in media scheduling to
maximize impressions

MMAT Oxy Cola

 Media Plan:
Objectives & Strategy
 Where
 Greater London, focusing on London City
 How
 Utilize a profile match strategy
 Fitness,Diet & Sports Magazines
 Sports Pages of newspapers
 Radio, especially programs popular with the youngsters
 Target Marketing with Internet Advisements Ex: Google
AdSense & Phorm
 Selected Outdoor

MMAT Oxy Cola

 Media Plan:
Reach & Frequency Targets

 Media Reach
 The target is to attain 60% reach among
Londoners
 Frequency

 The target is 4-7 exposures per reach

MMAT Oxy Cola

 Media Plan:
Selection & Rationale
 Fitness, Diet & Sports Magazines
 These magazines are directed towards our target market.
 Newspapers
 Wide reach and cost effective (CPM)
 Target Marketing with Internet Advisements Ex: Google
AdSense
 Cost effective(CPC) and very targeted
 Radio programs popular with youth
 Wide reach, with access to the target market
 Outdoor - Selected billboards, ads in London Tube & Buses
 Wide reach & frequency

MMAT Oxy Cola

 Media Plan:
Coverage & Timing
 Reaching trendsetting young customers is a main
concern.
 Trendsetting Pockets in London like Mayfair,
Chelsea, Kensington & Canary Wharf will be
targeted.
 Soft drinks sales decrease in the winter time.
 Campaign will focus heavily on promoting OxyCola
in the summer months & in the Christmas season.
 Special packaging which celebrates the season
 Special promotions leading to this seasons

MMAT Oxy Cola

 Media Plan:
Execution
 News Papers
 The campaign will start will a ‘big bang’ news paper
ad in Metro newspaper. This will capture the
imagination of the public.
 Papers to be used in the campaign are
 Metro
 EveningStandard
 Londenpaper

Budget Allocation : £90,000

MMAT Oxy Cola

 Media Plan:
Execution
 Fitness, Diet & Sports Magazines will be used to
reach our target market
 Partial page ads to be followed by a full page ad
 Magazines to be used in the campaign are
 Men’s Health
 Health Matters
 Ace

Budget Allocation : £90,000

MMAT Oxy Cola

 Media Plan:
Execution

 Out door Adverts in trendsetting pockets in London like

Mayfair, Chelsea, Kensington & Canary Wharf
 Billboards with white background will feature the product
and the brand promise
 Street level standard posters around gyms and universities
which promotes the brand itself
 Posters in London tubes & buses

Budget Allocation : £75,000

MMAT Oxy Cola

 Media Plan:
Execution
 Internet Ads
 Google AdSense and Phorm will be used for targeted
adverts
Budget Allocation : £35,000
 Radio

 Channels and programs popular with youth will be targeted

 Station used
X FM
 Classic FM
 Radio Jackie

Budget Allocation : £35,000

MMAT Oxy Cola
 Media Plan:
Time Line
16

14

12

10

8
Outdoors
Newspapers
6 Magazines
Radio
4

0
April
May
June
July
August
Sepetember

Oxy Cola
November

MMAT December
 Evaluation
The effectiveness of the communication plan will be
evaluated every three months
 Advertising  Sponsorship
 Pretesting  Recall tests
 Tracking  Media Coverage
 Test of likability  Image Perception
 Sales Promotion  Public Relations
 Customer Audits  Media Coverage
 Sales Volume  Media Tone
 Tracking  Public Attitude

MMAT Oxy Cola

 Key Points Summary

 The plan will focus on brand awareness

 The product will be pitched along side
popular trends like fitness & health
consciousness.
 Integrate into ‘‘youth culture’’

 Use a variety of media, primarily to

support PR and sales promotion themes

MMAT Oxy Cola

 References
 Parry J, Shaw L, Arnaud MJ, Smith AJ (2001). "Investigation of mineral waters and soft drinks
in relation to dental erosion". Journal of oral rehab 28 (8): 766–72.
 mintel.com (2009). ‘‘http://academic.mintel.com’’ [accessed on 02 Apr 2009]
 healthcarerepublic.com (2009) ‘‘http://www.healthcarerepublic.com//news/index.cfm?f
useaction= HCR.News.PressRelease.Article&nNewsID =623464&sHashCode=#AddComment’’
[accessed on 02 Apr 2009]

MMAT Oxy Cola