A project about promoting a genuin Greek product against International Corporations

1. By Sophia Tsempera
Strategic Corporate
Communication

2. Situation analysis
 1881 the first cola-flavored
beverage was introduced.
 Since then Coca Cola has the
biggest share worldwide.
 The last six years due to the
financial crisis Hellenic
companies claimed a bigger
market share.
Although…
 3E remains without a doubt the
first leading force in the Greek
market of beverages, with its
share amounting to about 67% in
Cola-type products.
 PepsiCo with a share of 10, 8%
has also proceeded in
restructures in order to ensure
its presence to the Greek
market.

3. Situation analysis
 LOUX AE according to the metrics of October – November 2013,
in the beverage market with flavor, except Cola-type products,
has a share of 20, 8 %.
 EPSA in the year 2013 climbed and increased its sales about 10%. This year
the management of EPSA estimates that the growth will continue at the
same pace calculating amount to 15%.

5. The opportunity
 Growth of Greek market share because of
finical crisis.
 Consumers tend to support Greek companies.
 The price of Coca-Cola is 30% higher than local products.
 The expansion of the healthy lifestyle
with respect to the environment
remains a capital priority for
consumers the last years.

6. Organization Analysis
 The Company
 EPAP was founded in 1959, in
Orestiada.
 The founders were 5 local
producers.
 For 20 years there were
bottling private label beverages
for the local area.
 In 1983 and for the next 25
years EPAP was the exclusive
bottling plant for 3E.
 In 2008, Coca-Cola
decides to stop
cooperating with local
bottlers across Greece
and EPAP is left without
object.
 EPAP introduces its own
beverage line labeled
Sparky with medium
success.

7. Organization Analysis Cnt.
 In 2011, EPAP acquired by the two main existing investors,
Mr. Stefanos Octapodas and Mr. Pericles Venieris continues
to produce the Sparky line of products and at the same
time starts the production of “private label” beverages for
large supermarkets like Carrefour, AB Vassilopoulos,
Masoutis e.t.c.
owners agreed that
they need to launch
on the market a
different product.

8. After months of
research the new
product named Green
Coal was introduced to
the market and EPAP
was absorbed by the
new Green Cola
company that was
named after the
product.

9. The Brand (Green Cola)
 Green Cola is a non-
sugar, low calories
and no chemicals
soft drink.
 The Greek answer to
the multinational
giant of Coca-Cola
 Extended research and the
collaboration of the National
Technical University of Athens in
order to secure the quality.

10.  The main
ingredient that
makes Green Cola
unique is the plant
Stevia.
 “We have removed the sugar and the sweetness was replaced by steviol glycosides that
come from the plant Stevia. We replaced the phosphoric acid with citric acid and further
use natural flavorings such as green coffee beans. Finally, there are no preservatives and
aspartame. It is a product with zero calories, suitable for consumers with special dietary
needs such as diabetics”

11. Positioning
 Green Cola has been merchandised and
advertised only by product placement on
supermarkets.
 Apart from the Greek origins of the
product the company wants to promote
the element of a “clean” healthier
product.
 A unique beverage that has replaced sugar
sweeteners with the plant stevia, without
any phosphoric acid and with natural
flavor ingredients.

12. Performance The revenues for EPAP
were 1, 3 mil. in the
year 2010. Under the
new management, in the
year 2011 revenues
reached the amount of
2, 8 mil.
 In 2011 the percentage
of the production was 7%
for Green Cola and Ble
labeled drinks and 93%
for the private label
beverages.
 In 2012 and 2013 revenues were
geminate closing the years by 4,
7 mil and 6, 4 mil likewise.
 This year the percentage is
going to be 50 – 50 and the
revenues are expected to reach
11,000,000 mil.

14. SWOT Analysis
Strengths:
•A product with
unique identity.
•New company with
a strong progressive
course.
•It is still introducing
to consumers, so
can still formulate
any image.
•It is an originally
Greek product.
•It offers the healthy
alternative for a
favorable habit
worldwide.
•Has no proven side
effects or
disadvantages.
•Low cost.
Weaknesses:
• It is still not
extensively
distributed (can
be found only
in supermarkets
and specific
grocery stores).
• Has not enough
publicity.
opportunities:
•Can exploit the
trend of a healthier
“green” lifestyle.
•Take advantage of
the preference that
Greek consumers
show towards Greek
companies and
products.
•Focusing on its
advertising and
differentiation can
increase its profits.
Threats:
•The Competitors. In
this case the
competitors are
divided in to two
categories. The big
multinational brands
(Coca-Cola, Pepsi
Co. e.t.c.) and the
local brands (LUX,
Epsa e.t.c.) that are
competing for a
share of the market.
•The financial crisis.
It could cause a
delay to the profits
the company could
have a lot earlier.

15. People:
Continue to
be a great
place to
work where
people are
inspired to
be the best
they can
be.
Agenda:
Give to the
world an
agenda full
of different
quality
products.
Partners:
Build and
sustain a
strong
network of
suppliers
and
customers
in order to
have
mutual and
enduring
value.
CSR: Be a
responsible
unity that
makes a
difference
by helping
build and
support
sustainable
communitie
s.
Profit:
Maximize
long-term
return to
shareowner
s while
being
mindful of
our overall
responsibili
ties.
Productivity:
Upgrade the
percentage of
exports five
times higher.
Production of
energy soft
drinks and
bottling
Green Cola
products in
other bottling
plants around
Greece apart
from its own.
Vision

16. Mission
 To give an alternative to the public
for a better living.
 To inspire unity creativity.
 To create value and stand out.

17. Core Values
 The Greek tradition is today the fundamental basis for entrepreneurship. It is the
guarantee of authenticity and reliability, values protected by EPAP and an
inspiration for its products. Utilizes traditional Greek recipes like lemonade and
orange juice that highlight the high quality of the original Greek element.
 Modern needs that shape consumer trends require products free from artificial
features that enhance physical properties and form part of a more natural lifestyle.
The EPAP response to modern trends, carry out continuous studies of combinations
of ingredients in order to exploit more and more physical properties, keeping the
delicious result in its products.

18. Its goal is to conquer the domestic
and abroad market with a Greek
product and overshadow the large
multinationals companies /
competitors like Coca-Cola.

19. Raise awareness of the brand.
Increase sales.
Cooperate with other factories of
bottling.
Produce more products.
Make widely known the presence of the
company and the brand.
Build bouncing ties with the general
public.

20. Internal Stakeholders:
 Employees
 Top Management
 Customers
 Shareholders
 Suppliers
 Distributors
 Investors

21. External Stakeholders:
 Consumers
 Regulators
 Opinion leaders
 The Government
 The media
 Local communities
 NGO’s

22. Target Audience
Based on the responses of 703 consumers surveyed in one categorization of
consumers created, the “Fully conscious” consumers who buy green
products, recycles, consistently participates in environmental actions,
belongs to…
 the age group of 25-44
and are graduates of
Universities / TEI, so
this is the main target
audience of Green
Cola

24. Communication objectives
1.Awareness.
Customers must be
aware of the brand
and products,
otherwise they won’t
know you exist and
therefore won’t make
a purchase.
2.Comprehensio
n. Key audience must
understand the brand
or product and have
sufficient information
to be able to make an
informed purchasing
decision.
3.Conviction.
Customers must
understand the
product benefits and
see them as more
beneficial than those
provided by the
competitors.
4.Action. As with
all communication
there should be a
desired action, which
could be click a link,
visit a website, make a
phone call. Ultimately
the desired action is a
sale, even if the first
action is to raise
awareness.

25. Target Audiences
Dominant Stakeholders: combine power and legitimacy. Those are employees,
customers, the media and investors.
Dependent Stakeholders: combine power and urgency, although they lack
legitimacy. In our case those are the local community of Orestiada that the
plant of the company is located.
Definitive Stakeholders: combine all three aspects, power, legitimacy and
urgency and need to be communicated with. Priority should be given to them at
all times.

26. Themed Messages
 Since the core message evolves
directly form how the company
wants to be seen, the themed
message here is about diversity,
uniqueness, innovation, CSR
and public awareness of
national sensitivity.
 The best choice of message style for Green Cola is a
combination of Rational and Pre-emptive message style.

28. Media
Television
 Create a TV commercial
Print
 Printed ads in free
distributed newspapers
that have young target
audience like Athens
Voice, LIFO e.t.c.

29. Social Media
 Facebook
Create ads to increase traffic to/and
interaction with Green Cola Facebook
 YouTube (The same TV commercial)
 Create background and pre-roll ads for
use on popular YouTube videos to drive
traffic to Green Cola website

30. Outdoor
 Billboards, bus stop benches and
train stations: Individuals utilizing
these types of transportation
typically value sustainability
 Ads will feature a collage of photos of Green Cola
products. The small product photos will be arranged
so that when viewed as a large image the photos
create a benefit to the environment.

31. Radio
 Ads will be heard on the
following stations: Sfera 102.2,
Rrythmos 94.4, Freedom fm
88.9, Kiss fm 92.9.

32. Public Relation Tactics

33. Public Relation Tactics
 Send press releases to all media.
 Contact foodservice blogs, community blogs.
 Invite members of the press to an “open house
event”.
 Create social media buzz by posting photos
and information about the product.

34.  The newsletter will contain sustainability
information, recall information, soon-to-be
produced products.
 Social networking sites will also promote
mailing list sign ups.
 Sponsor an event about healthier lifestyle to
generate hype.
Public Relation
Tactics

35. Timeline
Research 3 months June, July, Augst 2014
Planning 2 months August, September 2014
First idea 2 weeks September 2014
Final plan 1 month October 2014
Organizing 2 months October, November 2014
Plan Implemantation 6 months 01/2015-07/2015
Duration 2
Tv spot 6 months on air starting from 10/14
Print media within 3 month Dec,14
Radio 6 months on air Dec,14
Sponsored Event 1 day 20 December 2014
Social Media/Internet 1 month and on 12/14-07/15
Budget
TV spot 3.000 €
Print Media 5.000 €
Event 5.000 €
Outdoor 15.000 €
Personel 1.000 €
SetUp Costs 1.000 €
TOTAL BUDGET 30.000€
Implementation

36. Evaluation
Process evaluation measures whether the campaign was implemented as
planned.
One of the main ways that process measures are used is to assess media
buying performance against targets. Such measures could be:
 The percentage of target audience exposed to campaign.
 Frequency at which target audiences were exposed to campaign.
 Gross Rating Points (or Television Ratings) achieved over campaign
period.
 Percentage of spots delivered in time slots planned.
 Number of billboards or advertisements placed.

37. Evaluation
Process measures are also frequently used to measure
performance of a public relations (PR) campaign against the
targets planned. Such measures could be:
•Number of journalists attending press conference
•Number of news articles appearing as a result of press release
•Number of positive articles appearing as a result of press
release
•Number of articles featuring key messages included in press
release
•Number of publications/programs featuring key messages
•Coverage of target audience and frequency of messages
achieved by PR campaign