NPD FIFA Malt

1. FIFA Malted Milk – Market Leader
Susantha Waduge
Brand Manager 27th June 2015

2. Objective
 Situation Analysis
 Positioning Statement – FIFA Ginger
 Agency Brief
 Note to Head of Marketing
 Budget for First Year FIFA Ginger Promotional
Campaign

3. Situation Analysis
 Malted Milk Category
 20 years in the market
 Obtain 30% market share
 10% Market growth for last two years
 Launch of FIFA ginger malt
 Re- launch FIFA Malt Energy

4. FIFA Ginger Logo
FIFA Ginger Positioning Statement
Positioning as “The Healthy Life”

5. “The Healthy Life” Key Features in
Positioning
 No artificial Flavor
 Less Sugar
 Original Ginger
 Fresh and Relax
 Healthy Life
 More Energetic
 Overall wellbeing

6. Positioning Maps

7. Positioning Map

8. Agency Brief
 Background Information
 Key Market, Customer Base, Product folio, Market Share
 Competitors and Competition
 Objective – Marketing & Communication
 USB
 Budget
 Constraint
 Deadline and Deliverable
 Legal Agreement and Contract

9. Note to Head of Marketing
 Our Goal – Build the image, inform, persuade
 Selection process and criteria – A/C size, Experience, Media
buying power, Creativity, Production capacity
 Screening list of application – more time and additional expenses
 Reduce list to two or three viable agency – Data base
 Request creative pitch – expensive
 Select an Agency – Discount, Previous experience

10. Budget
SUMMARY Q1 Q2 Q3 Q4 TOTALS
% of
TOTAL
Research 200,000.00 - - - 200,000.00 6.25
Appointing Agency 350000 0 0 0 350,000.00 10.94
Media Advertising 795000 110000 100000 95000 1,100,000.00 34.38
Sales Promotion 134000 104000 74000 49000 361,000.00 11.28
Events (Launch, Trade Shows,
Other) 230000 230000 230000 230000 920,000.00 28.75
Direct & Channel Marketing
Campaigns 29000 29000 29000 29000 116,000.00 3.63
Evaluating of Effectiveness 50000 40000 33000 33000 153,000.00 4.78
TOTALS 1788000 513000 466000 436000 3,200,000.00 100
% of TOTAL 55.88 16.03 14.56 13.63 100 100

11. Conclusion – The Success – Story
 FIFA Ginger Malt – The Healthy Life
 Provide accurate and proper details for the Agency Brief
 Select the best agency for FIFA malt energy – Re Launch campaign
 Affordable successful budget
FIFA Malt
FIFA Ginger
FIFA Malt Energy

12. Question

13. END