1. INTERNET MEDIA PLANNING BRIEF
«______» __________ 2012г.
Name of Client Super Puper Beverages, Russia , Moscow
Бренд/ Brand Super Coffee
Sub brands: Super Melange (Coffee) – 1st
Phase , Delight of
Nature (Tea) – 2nd
phase
URL/ Address site www.sitename.ru
Name of advertised
material/ service
New Super Melange
Description of
product/service
New Super Melange is a blend of Freeze Dried Coffee and Arabica
Roast and Ground Coffee. New Super Melange combines the
convenience of Freeze Dried with the aroma and taste delivery of
R&G, at an affordable price
Main Competitors Chernaya karta
Jardin
Competition strengths Chernaya Karta is widely distributed, has a large TV budget and
talks about ‘mystic romance’. The packaging is dark rich and has
good ‘shelf throw’. The name is unique and well accepted in Russia.
We believe they would be launching a similar coffee shortly. Having
an R&G offering gives credibility to the brand
Jardin is widely distributed, has a unique Jar and brings to the
market coffees from key origins. The R&G offering is differentiated
by roast levels. Jardin too have a deep presence in R&G
Cost of Goods/Service The 75 gm Super Melange will be priced on the shelf at 100-110
RUR
Proposed budget
(preferably monthly)
Duration of campaign The campaign should run all year long
Goals/ Targets and
activities of the campaign
Goals:
- Create a buzz for Super Melange
- Reach 15% awareness with internet users in the target
audience within a year of launch
- Bring traffic to the Super Melange website - triple footfalls
during campaign activity
Target audience (sex, age,
income etc)
Sex –Male/ Female – 25-45
Income – Middle income

2. Geography of Campaign
necessary for client
(Moscow, Russia etc)
Campaign geography – Russia with key focus in
Moscow, Klin, Tver, N.Novgorod,
Previous activities on
internet
No significant activity in the internet
The website was revamped last year with new technological platform
and message, but it has not led to any significant uplift in footfalls
Suggestion for resources - We don’t have sufficient funds for sponsoring advertisement
- Concentrate resources on creating a microsite and building
traffic through interesting activities
- Re-direct microsite audience to website and vice versa
- Link microsite to Pages in the key Russian social sites to
create social media microcosm
List of Key works for the
advertisement - Made a content plan for Facebook page for a month
- Create 7-8 rubrics for posting
- Identify sites where Super Coffee blogs/discussion boards
would have maximum impact
Additional information/
commentary
- Super Coffee will be launching products that are more
relevant to the middle income, younger consumers e.g Super
Melange, R&G, Jars that look more premium, New tea range
Vesna etc
- The programs should be consistent with the brand and have
a theme