Enviga

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Enviga

  1. 1. Enviga Group 7 Evan Epstein Stephanie Obermeier Jeff Pittelkow Robin Clement
  2. 2. Coca-Cola Company SWOT Grid INTERNAL EXTERNAL <ul><li>Threats </li></ul><ul><li>PepsiCo </li></ul><ul><li>Other beverages such as energy drinks, teas, juices, milk and water </li></ul><ul><li>Rising health awareness </li></ul><ul><li>Price competition from competitors </li></ul><ul><li>Weaknesses </li></ul><ul><li>Old fashion, traditional </li></ul><ul><li>Not cutting edge </li></ul><ul><li>Bottling companies franchised </li></ul><ul><li>Worldwide controversies </li></ul><ul><li>Opportunities </li></ul><ul><li>Untapped market in healthy beverages </li></ul><ul><li>Strong business relationships with many distributors </li></ul><ul><li>Locally franchised bottling companies </li></ul><ul><li>Untapped younger market </li></ul><ul><li>Strengths </li></ul><ul><li>Number one soft drink company </li></ul><ul><li>Strong supply chain </li></ul><ul><li>Wide variety of brands and products </li></ul><ul><li>Easily identifiable past advertising campaigns (Santa, and polar bears) </li></ul>
  3. 3. What is Enviga? <ul><li>New drink by Coke </li></ul><ul><li>Sparkling green tea </li></ul><ul><li>Invigorates your metabolism </li></ul><ul><li>Gently increases calorie burning </li></ul><ul><li>Contains green tea extracts (EGCG) </li></ul><ul><li>Contains caffeine </li></ul>
  4. 4. Executive Summary <ul><li>How we got to where we are: </li></ul><ul><li>We originally chose Coca-Cola as our company </li></ul><ul><li>SWOT Grid showed opportunities outside of Coke’s main product line </li></ul><ul><li>We saw an expanding trend with health </li></ul><ul><li>Came across Coca-Cola’s new green tea product, Enviga </li></ul><ul><li>While this product has already been launched, there has been very little marketing </li></ul><ul><li>What we are going to do: </li></ul><ul><li>We will target young individuals </li></ul><ul><li>Our target is also health conscious </li></ul><ul><li>We will pass out 6oz cans and other giveaways in health clubs </li></ul><ul><li>We will run TV commercials, print ads, out of home signage, and online banner ads </li></ul><ul><li>This “launch” campaign will last three months </li></ul>
  5. 5. Brand Audit - Target <ul><li>Men </li></ul><ul><ul><li>bottle has geometric lines and shapes, solid colors, and is silver </li></ul></ul><ul><ul><li>image of fire </li></ul></ul><ul><li>Women </li></ul><ul><ul><li>burns calories </li></ul></ul><ul><ul><li>tea drink </li></ul></ul><ul><ul><li>bubbles on the can </li></ul></ul><ul><ul><li>comes in fruity flavors </li></ul></ul><ul><li>Healthy, normal weight, 18-35 year olds </li></ul><ul><li>People who are health conscious </li></ul><ul><li>Middle to upper class </li></ul>
  6. 6. Brand Audit - Positioning <ul><li>Innovative </li></ul><ul><li>Young </li></ul><ul><li>Healthy </li></ul><ul><li>Energizing </li></ul><ul><li>Refreshing </li></ul><ul><li>Fun </li></ul><ul><li>Fruity </li></ul>“ Our packaging and advertising convey that Enviga gently invigorates your metabolism to increase calorie burning and is designed to complement exercise.” -Deb Roberts, senior brand manager at Nestea Portfolio/Coca-Cola Healthy Innovative Unhealthy Traditional
  7. 7. Brand Audit - Image <ul><li>Currently there is no established brand image. By emphasizing the following semiotic cues, we plan on developing a strong brand image: </li></ul><ul><li>Fire/match logo---Gives you a punch </li></ul><ul><li>Solid colors, silver, unique can---trendy </li></ul><ul><li>Bubbles on bottle---fun </li></ul><ul><li>Geometric designs---innovative </li></ul><ul><li>Green---organic, healthy, good for body and earth </li></ul><ul><li>Sansarif typeface---modern </li></ul><ul><li>Slogans is “the calorie burner”, “Invigorate your metabolism”, “Be positive. Drink negative.”---healthy </li></ul>
  8. 8. IMC Campaign Goals <ul><li>Reach over 80 million consumers </li></ul><ul><li>Increase brand equity by extending brand awareness </li></ul><ul><li>Develop strong brand image and personality </li></ul><ul><li>Position Enviga as a unique and innovative product </li></ul>
  9. 9. Our Campaign – Phase I <ul><li>BTL Campaign </li></ul><ul><li>Health club promotion </li></ul><ul><ul><li>Bally’s and Gold’s Gym </li></ul></ul><ul><ul><li>6 oz sample cans </li></ul></ul><ul><ul><li>Free branded towels and mouse pad giveaways </li></ul></ul>
  10. 10. Promotions Examples 6 oz Can Mouse Pad Towel
  11. 11. Our Campaign – Phase II <ul><li>ATL Campaign </li></ul><ul><li>National TV </li></ul><ul><ul><li>Commercials during network TV shows such as Grey’s Anatomy , Desperate House Wives , 24, The Office and Lost </li></ul></ul><ul><ul><li>Product placements in many of the same shows </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Full page ads in magazines including People, Cosmo, Us Weekly, Maxim and Men’s Health </li></ul></ul><ul><li>Out of home signage: Billboards, wallscapes </li></ul><ul><ul><li>Urban areas </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Banner ads on magazine and news sites </li></ul></ul><ul><li>Co-branding </li></ul><ul><ul><li>Available on fountain machines at McDonalds and Subway </li></ul></ul>
  12. 12. Enviga on Grey’s Anatomy
  13. 13. Print Ad
  14. 14. Enviga Banner Ad
  15. 15. Enviga at McDonalds
  16. 16. Where is the budget going? 5% Reach: 5 million people Internet 15% Reach: 300,000 people Promotions 10% Reach: 25 million people Out of home signage 15% Reach: 15 million people National Magazines 55% Reach: 40 million people Network TV Percentage of total budget Reach/Frequency Media Vehicle
  17. 17. Where is the budget going?
  18. 18. May 15 th – May 30 th Health club promotion (giveaways) Product placement June 1 st – August 31 st TV promotions, internet, magazine, outdoor advertising and co-branding Our Campaign – Timeline May 15th August 31 st
  19. 19. Conclusion <ul><li>This campaign will be very beneficial for Coca-Cola because it will increase the awareness of Coke’s new product Enviga </li></ul><ul><li>It will also help move Coca-Cola’s brand identity into a healthy and innovative sector </li></ul><ul><li>With better awareness and a stronger image, Enviga will bring in more revenue for Coca-Cola in the future </li></ul>

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