(imaginary) Online media strategy for Kinley

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(imaginary) Online media strategy for Kinley

  1. 1. Online Strategy for Kinleya.k.a. the Underdog Strategyby Bori Toth25.02.2013, Berlin
  2. 2. How is a world without fizzy drinks?
  3. 3. Quiteboring.
  4. 4. And how is the world of fizzy drinks?
  5. 5. Quiteboring.
  6. 6. Schweppesis being toolonely on thetop.
  7. 7. If only people knew about Kinley...Kinley is the original.The oldest.With a distinctivebitter taste.
  8. 8. The problem is...1.  Schweppes = category2.  And well. No one knows about Kinley.
  9. 9. BriefBusiness goal:Successful brand launch + increase of off-trade and on-trade sales.Business strategy:1.  Target opinion leaders in order to establish a distinctive image (B2C - targeting connaisseurs, bar enthusiasts) .2.  Become attractive as a differentiator for points of sales (B2B - targeting bar owners, professionals).Online communnication goal:Attract interest of opinion leaders by offering related and exclusive content andreach their social networks with the help of social media.
  10. 10. GoalUnknown player → Challenger underdog
  11. 11. Insights
  12. 12. ConsumerInsight 1. People are more particular about the brand of the alcohol they drink than the brand of the fizzy drink/mixer: when they say tonic/bitter lemon/ginger ale they mean Schweppes.Insight 2. Opinion leaders are „first-to-knows“ looking for exclusivity.Insight 3. They are social and love to indulge in great drinks and food. Quality and experience are key.
  13. 13. BrandInsight 1. Kinley is the oldest soft drink in the world (since 1771).Insight 2. With a distinctive bitter taste.Insight 3. The brand is currently positioned as a „kind of a rebel“, a piece of affordable luxury, claiming quality and exclusivity.
  14. 14. MarketInsight 1. Schweppes OWNS the category.Insight 2. Schweppes is not only lonely on the top but quite comfortable as well: they do not put much effort into social media (see appendix).Insight 3. Main form of consumption: mixed drinks.
  15. 15. Strategy
  16. 16. StrategyThe key strategic insight:When people say tonic/bitter lemon/ginger ale they mean Schweppes.
  17. 17. StrategyThe key strategic insight:When people say tonic/bitter lemon/ginger ale they mean Schweppes.The strategy:Gain awareness by establishing Kinley as an alternative to Schweppes, a new tasteand experience.
  18. 18. StrategyThe key strategic insight:When people say tonic/bitter lemon/ginger ale they mean Schweppes.The strategy:Gain awareness by establishing Kinley as an alternative to Schweppes, a new tasteand experience.One thing to communicate:Kinley‘s mission is to inspire people to rethink their standards.
  19. 19. StrategyThe key strategic insight:When people say tonic/bitter lemon/ginger ale they mean Schweppes.The strategy:Gain awareness by establishing Kinley as an alternative to Schweppes, a new tasteand experience.One thing to communicate:Kinley‘s mission is to inspire people to rethink their standards.The reason-to-believe:From time to time we have to rethink the things we just accept, even if they seem tobe obvious.Kinley is a premium soft drink thus represents rock solid quality. It is a self-confident brand and ready to occupy its own market niche.
  20. 20. How will wecommunicate this?
  21. 21. We launch a digital campaign that inspires people to rethink their standards.We provide the core target group (opinion leaders: connaisseurs and„bar enthusiasts“) withexclusive and brand related content (bar culture, food, music, culture, etc.). We even involve themin content development which we then distribute with the help of various social media channels.
  22. 22. DO DON‘T•  Act like a rebel with a cause •  Act only for the sake of rebelling•  For satisfaction and enjoyment •  Show off•  Self-confident and clever •  Address Schweppes directly•  Inspire others too, act social •  Give ready-made solutions
  23. 23. Communications FrameworkCURRENT CONSUMER BEHAVIOURUnaware bar enthusiasts, cocktailnerds, DESIRED OUTCOMEconnaisseurs (21-45 yrs) Purchase and loyaltyRECOMMENDED MEDIA CHANNELS Facebook Pinterest Youtube Search Blog Website Lifestyle blogs Instagram GoogleAWARENESS! CONSIDERATION! BUYING! STOCK (on-trade)!! ! ! !Creative Message:! Creative message:! Creative message:! Creative message:!Rethinking your standards Kinley is like an insider friend Where Kinley can be found, Having Kinley in yourleads you to new who knows about what`s cool there is something interesting sortiment is a statement."experiences." and happening." happening." "" ! " Reason to believe:!Reason to believe:" Reason to believe:! Reason to believe:! Kinley has an establishedKinley is a surprising new Kinley takes its „business“ Kinley doesn‘t want to be image amongst opinionalternative with a distinctive seriously and wants to standard." leaders."taste." challenge the topdog."MEDIA! MEDIA! MEDIA! MEDIA!" " " !Microsite/Blog" Microsite/Blog" Search" Website"Facebook" Instagram" Website" Facebook"Pinterest" Earned media" Microsite/Blog" Pinterest"Seeding" Community management" Social ads" Youtube" Youtube" Banners" Search" Search" Search"
  24. 24. KPI RETENTION xx% increase of on- trade stocks" Positive sentiment" Facebook fans" PURCHASE xx% increase of on-trade and off-trade sales" PREFERENCE xx% increase of Facebook Talking about this" xx% increase of purchase preference" " CONSIDERATION xx% increase in website traffic" Facebook Fans (benchmark: 241 500) " " AWARENESS xxxx impressions to the target market" xx % increase of competitive share of voice" xx blog articles by influential bloggers" "
  25. 25. Appendix:Content inspirationMain competitors
  26. 26. InspirationRethink your standards
  27. 27. Main competitors:SchweppesThomas Henry
  28. 28. Schweppes Online Platforms
  29. 29. Schweppes Online Platforms Pure product website, basic information.
  30. 30. Schweppes Facebook
  31. 31. Schweppes FacebookFACEBOOK 241 450 Fans"(25.02) 7154 Talking about it" 2,96 % „people talking about this rate“"POSTS, CONTENT Product info" Cocktail recipe" Illustrations"TABS, EXTRAS Photos" Profile App" Videos"TONALITY Friendly and chatty but flat"GOAL Generate engagement by reacting on current events in a fun way"
  32. 32. Schweppes FacebookSTRONG Clear branding" Reaction on real time events"WEAK Not much content (12 posts this year)" Low fan activity (2,96% vs. AV. 4%)" "Source: quintly.com "
  33. 33. Thomas Henry Online
  34. 34. Thomas Henry WebsiteProduct website with „Where to buy“ and a shop.
  35. 35. Thomas Henry Facebook
  36. 36. Thomas Henry FacebookFACEBOOK 5940 Fans"(25.02) 93 Talking about it" 1,56 % „people talking about this rate“"POSTS, CONTENT Product info" Illustration" Events" Testimonials"TABS, EXTRAS Photos" Events" Videos" Drink Guide" Magazine"TONALITY Friendly, grown up, informal and informative"GOAL Inform fans and professionals about the products and news of company"
  37. 37. Thomas Henry FacebookSTRONG Branding" Diverse content" Integration of offline commercial activity"WEAK Bit unstructured" Low fan activity (1,56 % vs. AV. 4%)" Unclear targeting: B2B or B2C?"Source: quintly.com "
  38. 38. Thomas Henry Pinterest •  Only 40 Followers and 42 Following •  B2B or B2C?
  39. 39. Thomas Henry YoutubeContent for professionals (events, techniques and testimonials) - B2B channel
  40. 40. Thank you

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