FINAL ! by mktg3030leilei on emaze

VITASOY

IMC CAMPAIGN PRESENTED BY GROUP 1

Company background

Founded in 1991

Mission:
Provide protein-rich soymilk drink at an affordable price

It specialises in the operation and management of the tuck shops in primary & secondary schools & the canteen business

The largest non-carbonated beverages, food manufacture, and seller in HK

4P & competitor analysis

Tao Ti

Nestle

HI - C

4Ps	Vitasoy	Hi-C(陽光)	Tao Ti(道地)	Nestle
Product	High protein soy milk products	Tea-related products,	Green tea-related products	Tea-related products
Price	Low	Low	Slightly higher	Low
Place	Supermarkets, convenience stores and secondary schools	Supermarkets, convenience stores	Supermarkets, convenience stores and secondary schools	Supermarkets, convenience stores and
Promotion	Television advertising; Internet Marketing: Social media website; PR: Sponsorship in large event	Television advertising	Television advertising (Andy Lau)	PR event

4P & competitor analysis

Demographic segmentation

1. Teenagers

2. Housewives

3. Young couples

4. Party organizers

Target segment

1. Teenagers

Teenagers: switchers

No specific preference Convert switchers to own-loyals

Step 1: Target marketing process

Step 2 : Communication objectives

Increasing the sales of Vitasoy product by 30% in the next 12 months after the execution of IMC campaign

Increasing the number of visitors to Vitasoy's website by 20%

people can take their initiatives to care about others, no matter they are known or unknown to you

Hi-C lemon tea

Nestle juices

Tao Ti green tea

POP:affordable price, easy to access

POD: warm feelings, package with memo

Personality

Emotions

CFR

POP & POD

PRODUCT POSITIONING

Step 3 : Message Strategy

Users Confess:

Product
Change the package

Direct marketing

Sales promotion

Public relation

Advertising

Step 4: Creative strategies

IMC Campaign

Theme: Sent by me

Direct marketing: Tailor-made machine

Objective:

Encourage people to share the happiness with their loved ones by taking photos together and sending warm message.

How does it work:

A vending machine + sticker camera setting

= A special designed machine

= Tailor-made package of Vitasoy

Place: Mong Kok

20 000 pedestrians / hour

Time:

one month during summer

Confused?

Let's demonstrate!

Outlook of the machine

Inside display

Inside the machine...

Get your own vitasoy

and send your love out!

One person: 125 ml Vitasoy

TWO people : 375 ml Vitasoy

>THREE people : 1000 ml Vitasoy

Sales promotion:

Online dessert contest

Objective:

Encourage people to use Vitasoy milk in a creative way.

Time:

One month

Place:

Instagram

Sales promotion: Online dessert contest

Procedure of joining

the contest

Online dessert contest

1

2

3

4

5

Form a team (Max. 8)

Design dessert with
Vitasoy products

Record video

Upload it to instagram
with hashtag #vitadessert

Invite people to like
and watch

Tag your friends to share your happiness!
We will send out max of 8 prizes for each winning team!

Invite your friend to watch and like!

1^st team

5 days travel packages of Japan

2^ndteam
2 days Macau trips

3^rd team

500 cash coupons per person

Tag your friends to share your happiness!
We will send out max of 8 prizes for each winning team!

Extended theme:
Sent by me

Extended from the original theme: "Stand by me"

Theme of TV Commercial :
1. Taking initiative to take care people around us
2. Creating impact that cannot be expected

Creative strategy

TV commercial

HI - C

Nestle

Tao Ti

Creative Strategy - Ads

Other competitive frame of reference:

•

Products functions are similar

•

Rational differentiation is difficult

Emotional Appeals

People are suffering

from pressure around

the world

Through Vitasoy

Take the initiatives to

care about others, no

matter they are known

or unknown to you

Providing the warm feeling to the target audience

Bringing

everyone in the society closer

Emotional Appeals

Vitasoy Position

Developed by

the campaign

“Stand by me”

Levels of relationship with brands

"Sent by me:

focus on the
"Emotions" level

Student

Student's Mother

Dramatization

Advertising Execution

Street Performer

The physically disabled

1

2

3

4

5

6

7

8

Facing difficulties &

pressure in daily life

Lacking loves

from others

Sharing their loves

and caring

others

Small greetings from

one person can make

huge influence on a

discouraged person

Stand By Me

“Sent by me”

Main Message

“

Let’s Watch!

Objective:

Raising funds for the charity groups by cooperating with some of the charity groups to provide free Vitasoy milk as the replacement of the flags

Flag-selling

It is expected to provide frequent exposure to the public and also to strengthen our brand image in the society.

Flag-selling

Consumer

Media

Identify our consistent warm brand image and our new extended campaign theme "Sent by me"

Message to TWO groups of audience

Generate attention from the society, have deeper understanding of our brand

Cross-related Marketing

Once in a quarter
Cooperate with the Hong Kong Federation of youth groups (香港青年協會) / Hok Yu Cllub (學友社) / Breakthrough Corporate (突破) / Hong Kong Stewards Groups (香港神托會)

Details of Flag-selling

PR event

Sponsor the smallest size of 125 ml
Vitasoy milk to the charity groups

who will hold Flag Day on Sat.

When people buy flags, volunteers

can distribute the soy milk at the same
time.

1

2

3A

3B

Plan B:

Provide a larger bucket of soy
milk which can be carried on the

volunteers' back.

Plan A:

Each district has 2-3 flag-selling

headquarters in which the stock

of Vitasoy milk will be stored

->125ml Vitasoy milk will be distributed

Media timing and scheduling

Media mix strategy

Media Objective

Media strategy

Use broadcast media to reach 70 percent of the target market over a four-month period.

Step 5: Media Strategy

Market concentration strategy

TVB
Golden hour (8:30pm-9:30pm)

Internet

Facebook & youtube
91 per cent of 1,068 respondents said Facebook was the main social network they used, followed by WhatsApp, YouTube and WeChat. (SCMP)

Billboards

MTR stations
Near bakeries & convenience shops

Television

Pros: - high reach - not left out (all competitors use this strategy)
Cons: - target audience coverage not high enough - expensive

Internet

Pros: - Interactive - high reach - low cost
Cons: - click rate is not guaranteed - might not be effective

Billboards

Pros: - Catch people "in the Bottle Neck" - Encourage immediate action
Cons: - expensive

Television

Market concentration strategy

Target audience

Youngsters

Respondents plan to spend 8% more time on Facebook while spending 15% less time reading newspapers and watching television, and 21% less time browsing magazines.(TNS in Jan 2014)
Busy lifestyle
Use MTR as transportation tool

Positive

Attitude

Increase frequency
less reach but can change consumer's behavior in long run

Media Scheduling

1. Favorable selling periods in winter

2. Cost efficiency

3. Maximizing the effect of commercials

1. Seasonal Sales Pattern
Winter sales upsurged

2. Product Purchase Cycle

Fast moving consumer goods

	October				November				December					January
	1	2	3	4	1	2	3	4	1	2	3	4	1		2	3	4
Broadcast
1. TVC	1	1	1	1	0	0	0	0	1	1	1	1	0		0	0	0
Digital
2. Internet ads (Facebook and YouTube)	0	0	0	0	1	1	1	1	0	0	0	0	1		1	1	1
3. Online dessert contest	0	0	0	0	0	0	0	0	1	1	1	1	0		0	0	0
Outdoor
4. MTR billboards	1	1	1	1	0	0	0	0	0	0	0	0	0		0	0	0
5. ‘Stickercamera’vending machine	0	0	0	0	1	1	1	1	0	0	0	0	0		0	0	0
PR
6. Flag-selling	0	0	0	0	0	0	0	0	0	0	0	0	1		0	0	0

Media Timing

Step 6: Budgeting

Bottom-up budgeting approach

Thank you!

Any question?