Strategy for coca cola's burn
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This document discusses research conducted for developing a marketing strategy for a new energy drink brand called "Burn". 1) Research findings show that while energy drink consumption in India is growing, the brand recall for Burn is very low compared to competitors like Red Bull. Sports, exercise and partying emerged as major occasions for energy drink consumption. 2) The marketing strategy proposes telling the story of passion and perseverance through digital storytelling to position Burn in the mindspace of thrill, exhilaration and amazement. Distribution will leverage Coca-Cola's strength. 3) A budget of over 20 crores is allocated across print, television, online, events and sponsorships to promote Burn through storytelling on
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Strategy for coca cola's burn
- 2. Outline Industry Overview Competitor Analysis Research Methodology Insights from research Consumer profiling Burn- A Story Untold Media choice Marketing strategy
- 3. Industry Overview • Growing at a CAGR of about 20%, the non-alcoholic beverages sector is currently worth about Rs. 6,000 crore, according to a study on ‘Opportunities in the Indian Non- Alcoholic Beverages Market´ by the Associated Chambers of Commerce and Industry of India (Assocham). • “Domestic consumption of non-alcoholic beverage currently stands at about 17,200 crore litres and is likely to cross the 34,000 crore litres mark by 2015,” said Assocham secretary general D S Rawat while releasing the findings of the study. • Coca-Cola, Pepsico, Parle Agro Pvt Ltd, Dabur and Godrej are among the leading players in the domestic non- alcoholic beverage circuit, highlights the Assocham study.(bmg)
- 4. Competitor Analysis- What mind space is occupied by which brand
- 5. Research – Which story to tell and whom to narrate it to. Phases Methodology Details Sampling Stratified Sampling- Convenient Sampling Age (18-30), Location online available Quantitative Research Online Survey 60 Respondents and counting…
- 6. 49.20%52.90% Energy Drink Consumers Yes No Research Data Findings Energy Drinks Red Bull Word Association The difference between consumers and non consumers is small Red Bull is synonymous with energy drinks in India
- 7. Research Data Findings 0% 20% 40% 60% 80% 100% 120% Brand Recall Brand Recall Burn has a very low brand recall compared to the other brands 18% 22% 15% 20% 15% 10% Use of Energy drinks Playing Sports Exercising or Workout Quenching thirst Partying Leisure activities Physical Activity and partying emerge as the major occasions for consumption
- 8. Research Data Findings 56% 44% Alcohol Consumption Yes No Majority of the target audience consumes alcohol 0.00% 50.00% TV Radio Digital Newsp aper Retail Outlet s Stores Word of mouth Source TV and WOM are way ahead of any media for energy drinks
- 9. Consumer Profiling Ms. Pooja Sharma •Working Woman •Sec A+ •Likes hanging out with friends after work •Weekend spot to unwind •Casual meetings with clients •24x7 internet through her smart phone Mr. Amit Mishra •MBA Graduate •Sec A •Hangs out at different places and on a look out for something new •Is connected to internet through his BB •Takes his girlfriend out •Sensitive WOM Ms. Neha Kapoor •Married a month back,Sec A+ •Sensitive to WOM, Facebook ads & promotional offers •Prefers classy places & visits after work with husband •Always willing to try something new. Mr & Mrs Jain •Married with kids •Sec A+ •Once a week partying •Sensitive to Facebook, WOM •Brand loyal coz they want to depend on something they have know.
- 10. Communication Strategy • Why repair something which is not broken – Indianize the story – It’s inspiring, feels authentic and is a great watch too • Which emotions should be used in the story – Thrill • The thrill of jumping out of an airplane – Exhilaration • Make (someone) feel very happy, animated, or elated – Amazement • A feeling of great surprise or wonder
- 11. Story • When you hit the zone • When you are at the fag end and you still want to keep going • Everyone tells you to quit or reconsider • But you still go ahead and take the leap • In that moment of loneliness when that burning desire ignites into flames
- 12. That moment of loneliness
- 13. Passion is Energy The communication Idea
- 14. Point of Difference 1. The mind space which the brand aims to occupy is a combination of three emotions. 2. Distribution strength of Coca-Cola. 3. Strong brand imagery internationally and equally strong digital presence. 4. No prior associations in India.
- 15. A day in the life of TG
- 18. Media Choice • Digital Storytelling is the process of oral storytelling with multi-media elements. • Digital storytelling has become a wide movement and is gaining more supporters. • Digital storytelling has been shown to help create and build communities.
- 19. Budget! Print Ad be placed in Newspapers and general magazines seasonally and in special magazines like Femina/GQ with stories of success Budget – 3Crores annually (cost of innovation) Television Ads across channels and special programs on success stories Budget – 1Crore annually Online Ads on popular websites in ‘get ahead’ sections Budget – 2Crores annually
- 20. Contd.. Digital Story building to happen on Youtube and Facebook/Twitter to be used to further enhance the experience Budget – 50Lakhs Promotional Events Budget – 50Lakhs Sponsorships and Endorsement Sponsoring events such as Brand manager competitions at college level, Star employee at corporate level and Real life heroes at society level Budget – 5Crores
- 22. Product • Focus on the energy aspect Price • Current pricing of 75 is competitive in the segment and should be continued. Place • Opening small outlets outside malls, outside college campuses, coming up with smaller take- away outlets outside workplaces and offices Promotion • Story telling on the digital platforms • Using Youtube and Facebook/Twitter
- 23. Activation • Brand Manager Competition • Diamond Employee Program • Heroes program • Tipping Point- Flagship event of Burn • CEO Conclave • College Champion • Fest Star
- 24. Questions? • Why not change the global positioning? • Why not sports?