Schweppes Antiox, business case (2)

21 Marzo 2011 | 2 Comentarios;

This is a business case about the launch of a soft drink. Written by Alfonso Gadea. Only some data are real. Also see part 1 and part 3.
 

2- What will be the role in the portfolio

Schweppes: It complements the brand:
- Another adult flavour.
- It measures up to reality (more adapted to today’s habits).
- Brand rejuvenation.

Champomy is targeted to children. Schweppes Antiox is not.

Orangina is targeted mainly to 18-35 years age. Schweppes Antiox is a good substitute when consumers become older. It is healthy like a fruit drink but it is more refreshing.

Oasis is joy & fun. Schweppes Antiox is more quiet and important.

Energade is sports drink and reenergizes after physical exercise, needing a high volume. Schweppes Antiox fights against aging and fast food.

Economics:
- Schweppes Antiox brings total additional volume to the company:
60% aditional volume to Schweppes.
Cannibalism: 30% Schweppes, 10% rest of portfolio.
- It is a premium-price so the volume it substitutes results in greater profit.

3- A launch plan that includes:

A) Which channels and formats to launch in.
B) What kind of support and budget (marketing mix).
C) When to launch, and planning of activities.

Channels:
- Home: Ideal to drink at home at a relaxing moment.
Supermarkets and Groceries.

- On Premise: Ideal to drink with friends or colleague after work.
Coffee-shops, modern & fashionable bars.

- Niche: At those moments in which you are thinking about your wellness.
Gyms, SPA/wellness centers, modern & fashionable bars, healthfood stores.

Formats:
- 25cl bottle aluminum. poco carbonatada, envase caro
- 25cl can.
- Multi-pack 6 can.
- On-the-go plastic 33cl bottle (to be tested). EQUIPO FRIO

Flavours: Blackcurrant, Raspberry (both slightly carbonated).

Support:
- Partners: Presentation to the sales team, sales material, motivation plan.
- Customers: Presentation to strategic customers, kit Antiox deluxe, VIP party held in a venue most relevant to the target’s social life.
- Consumer in the POS: Sampling in selected gyms and healthfood stores and in the street (business areas). Activation of every channel (merchandising POS), special plan for gyms. In supermarkets Antiox will be placed on shelves next to Schweppes Orange.
- Promotional activity.
- Advertising Research: o Pretest: 4 focus groups within the target (women social life, women work, women fitness, men). o Postest: Quantitative research based on personal interviews.

- Production: high quality aspirational production overseen by a good producer.
- Media planning:
    o TV: Special attention to affinity (TV programs according to life style).
    o Outdoor.
    o Internet: special ad formats at specific sites for wellness, business women, trying to be viral (links to an internet serial, calls to a jogging event) and Google Adsense.

Budget:

 

Planning:

View more presentations from Alfonso Gadea.

Comentarios

[...] see part 2. Schweppes Antiox business case View more presentations from Alfonso Gadea. AKPC_IDS += [...]

[...] This is a business case about the launch of a soft drink. Written by Alfonso Gadea for Schweppes International. Only some data are real. See also part 1 and part 2. [...]

moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler outlet online moncler outlet online moncler outlet online moncler outlet online moncler outlet online moncler outlet online happiness outlet happiness outlet happiness outlet happiness outlet happiness outlet usb backpack usb backpack usb backpack usb backpack usb backpack sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher golden goose outlet golden goose outlet golden goose outlet golden goose outlet golden goose outlet golden goose outlet mcm outlet online moose knuckles outlet usb backpack outlet happiness outlet happiness outlet shoes down jackets outlet cappotti italia outlet fjallraven outlet