The Symbiosis Institute of Media & Communication<br />Relax<br />New Media Strategies<br />Ramya Ramachandran 060 <br />Shilpa Natarajan 017<br />
Silver Ice Beverages was formed in 2007 by three budding entrepreneurs. The primary goal was to develop Silver Ice Beverages into a dynamic beverage company by introducing fresh and innovative beverages for the cola and lemonade saturated Indian market. <br />The aim was to create great tasting Indian products having an international feel. Hence, along with the taste, focus was also on packaging of the product. <br />
Silver Ice Beverages spent nearly 3 years in developing Rio and wanted to offer the market a drink which is light on the stomach and has multiple flavors to choose from. The company went that extra mile and added a healthy dose of Vitamin C and Honey to Rio.<br />Currently, Rio is offered in 3 fruity flavors:<br />Nirvana (Mango Passion)<br />Karma (Blue Berry Passion)<br />Moksha (Wild Berries)<br />
Product Description<br />Rio Wild Berries features a unique concoction of multiple berry flavors. With a natural feel and taste, it is sweet and tangy and surprisingly light. A drink rrecommended for those who are looking for something a little different. <br />Rio Mango Passion was created for the more traditional consumer. The raw mango flavor is sweet and fruity and has a very clean taste to it. <br />Rio Blueberry & Peach is a unique beverage that introduces a blend that has not been tried before. The flavor is sweet & tart and tastes nice and fruity. Overall, this is one superior beverage. Very unique and very refreshing when sipped slowly. <br />
Restaurants: Rio enhances a customers experiences with its light fruity taste it compliments vegetarian and non-vegetarian cuisine. Unlike other soft-drinks Rio is light and perfectly compliments a lavish meal. <br />Clubs: Rio goes hand in hand with night clubs. Being the perfect mix for alcoholic drinks and a good stand alone non-alcoholic beverage. Recipes of Rio based cocktails are available on request. <br />Event Management Companies: Rio has shared stage with the finest events in and around Pune City. The brand invites proposals to be a part of prestigious events.<br />Product Positioning<br />
Marketing & Expansion<br />The company’s initial approach towards marketing & branding of the beverage have involved:<br />Making the use of a dedicated marketing team to survey the Indian soft-drink market with weekly reports to its’ headquarters. <br />The promotional & advertising strategy were formulated based on the results of the survey. <br />In terms of expansion the company is planning to launch two new flavors for RIO.<br />
The Soft-Drink Market<br />Soft-drinks can be segmented on the basis of carbonation, flavor type or place of consumption. <br />Based on carbonation, soft drinks are principally classified into carbonated and non-carbonated drinks. While the carbonated drinks mainly include Cola, orange and lemon, the non-carbonated drinks include mango flavors. <br />Cola products account for over 60% of the total soft drink market and include popular brands such as Coca-Cola, Pepsi, Thumps Up etc. <br />Non-cola segment constitutes for over 35% of the market and can be divided into four sub groups based on types of available flavors that include <br />Orange: Popular brands include Fanta, Mirinda Orange etc.<br />Clear lime: 7Up, Sprite<br />Cloudy lime: Limca, Mirinda Lemon<br />Mango: Maaza, Slice<br />
The Soft-Drink Market in India<br />Until 1990s, domestic players like Parle Group (Thumps Up, Limca, Goldspot) dominated the softdrink market in India. However, with the advent of the MNC players like Pepsi (1991) and Coke (re-entered in 1993 after it was banned in 1977) in the early 1990s, the market control shifted towards them by the late 1990s.<br />The per capita consumption of soft drinks in India is among the lowest in the world – 5 bottles per annum compared to the 800 bottles per annum in the USA. <br />In 2000, the soft drink market accounted for 6480 million bottles. The market growth had reportedly slowed down during 2000 with a growth rate of 7-8% compared to 22% in 1999.<br />The soft-drink market in the country is said to decelerate (especially in the case of cola drinks) due to pesticide contamination issues and the growing popularity of fruit juice drinks and water. <br />
The Indian Soft-Drink Market Share<br />% Share, by Volume, 2008<br />The Coca-Cola Company <br />40.30 %<br />Pepsi Co. Inc.<br />27.20 %<br />100 %<br />Parle Agro Pvt. Ltd<br />20.20 %<br />Other<br />11.90 %<br />
New Media & New Strategies<br />Traditionally the soft-drink market has concentrated on mass media advertising, out-of-home (OOH) media, point of sale merchandise and on-ground activities.<br />Brands in this category are constantly evaluating innovative options to connect with customers. <br />Online Media is an evolving space and one that can offer significant advantages in enhancing consumer connect.<br />PepsiCo and Coca-Cola have remarkably similar advertising strategies, where both believe in celebrity pull-power and in 360- degree campaigns. <br />With a TA between the age groups of 16-24 yrs, the internet is indeed an important medium. While in 2008, Coca-Cola was using gaming and internet content to build on its Joy and Fun theme, Pepsi launched a website for the Youngistan campaign inside the Pepsi Cool Zone.<br />Fruit beverage brands such as Maaza by Coca-cola & Slice by PepsiCo too have begun to engage with its audience and consumers online. <br />But, a brand like Rasna for example, had experimented with the online medium in 2007 and spent Rs. 50 lakh for space on some of the popular sites like Yahoo. But the experiment didn’t succeed and Rasna has decided to stick to the traditional advertising space. <br />Therefore, the online medium may be more suitable & effective for high-involvement products where one needs to do research to take a decision. <br />
Target Audience<br />Individuals (both genders) in age range 15 – 29 in urban areas (this is because at this early a stage, promotional activities will be conducted in urban areas only).<br />Reasons for choosing this segment being the presence of other more established players in the soft-drink market in other target groups. It is also easier to involve people from the aforementioned TA in various promotional activities and through the internet and New Media. <br />
Leveraging the New Media<br />As a relatively new entrant in the beverage market RIO has so far adopted marketing & promotional strategies that are conventional , safe and inexpensive . <br />Competing with brands like Coca-Cola & PepsiCo in the Soft-drink market, with Red Bull in the mixers segment and with fruit based drinks such as Appy, Fruti, Slice, etc. Rio should adopt and leverage New Media advertising and promotions, which will help the brand connect better with its young audiences. <br />Why New Media? <br /><ul><li>World Internet population has crossed 1 billion mark in 2008
Forrester: By 2009, online marketing activity will be more ubiquitous that anything except in-person events (including sales calls!)
DMA: In 2009, online marketing efforts will be the dominant media for B2B initiatives</li></li></ul><li>Search Marketing<br />At present a Google search of the word ‘Rio’ does not bring up results relevant to the beverage nor does it show a link to the brand’s existing website : www.enjoyrio.in<br />It would do the product good to first invest in two key internet marketing strategies:<br />Search engine optimization (SEO) - no cost per click<br />Search engine marketing (SEM) - cost per click<br />What is SEO?<br />SEO is the act of modifying a website to increase its ranking in organic (vs paid),crawler-based listings of search engines<br />SEO Process <br />Step 1: Website Analysis <br />Step 2: Objective Setting <br />Step 3: Competitor Analysis <br />Step 4: Keyword Research And Optimization <br />Step 5: Web Page Optimization <br />Step 6: Submission <br />Step 7: Link Building <br />Step 8: Preparation Of Reports & Analysis <br />Step 9: Fine Tune <br />2,000,000,000 (two billion) – very rough number of Google searches daily !!!<br />
Website Management<br />Website Community:<br />The website could also have a community for its visitors, where fans can interact and comment on the drink, share experiences, and receive special invites & offers to be a part of Rio’s exclusive theme parties. <br />Rio can also start a facility where consumers can place direct large orders on the site.<br /><ul><li>The existing Rio website (www.enjoyrio.in)gives a visitor basic information on the flavored drink such as : Company Overview, Flavors, Distribution and Contact details.
The brand could use this available medium to engage its TA by making the site more interactive by introducing contests & providing value added services.
Contests: these could be in the lines of asking audiences to suggest new flavors & mixes (as the company is planning to launch two new flavors) and also suggest bottle designs.
Other Value added services: could include providing frequent visitors with unique recipes, using Rio as the mixer along with their favorite drink.
The website could start a login/membership service to keep a tab of its visitors. This can be added to their database for future marketing purposes.
SMS blasts can be sent to the Database. The brand could also connect with its users on the mobiles by leveraging existing applications such as the one on Iphone. </li></li></ul><li>Web Marketing<br /><ul><li>Social Networking: In order to reach out to the TA and ensure that they feel more connected with the brand it is necessary to start making conversation .
Creating an active account on a micro-blogging site such as twitter, where regular tweets on product and event updates will ensure interactivity
Followers will be encouraged to tweet their suggestions on new flavors.
Virtual Presence: IMVU, Second Life, Fubar (Online bar), Avatars United- These are virtual worlds, where RIO can be sold to the avatars and the characters virtually.
Gaming :Rio drinks can be introduced in existing games such as Diner Dash, Sushinosukiand the likes.
Eg: 1/4Vodka+1/4Tequila+ ½ Mango Passion Rio+2 pieces of Lime</li></ul>(The Player will have to make what ever the customer asks for within a particular time limit to get to the next level)<br />Others :<br /><ul><li>Natural Language Processing (NPL) - is concerned with the interactions between computers and human languages. This feature will be available on gtalk by adding RIO as a friend.
Virals on YouTube</li></ul>100,000,000 – number of YouTube videos viewed per day (this stat from 2006 is the most recent I could locate)<br />3,000,000 – number of Tweets/day(March 2008)<br />100,000,000 - number of users who log on to Facebook at least once each day<br />
TIE-UP<br />Rio will collaborate with the online social networking website-www.hi5.com, which targets 15-19 year olds.<br /><ul><li> Hi5, plans to rebrand themselves in India, by conducting a camp for 15-19 year olds in PVR malls, across India.</li></ul>What Rio gives:<br />RIO gives free drinks to those participants of the hi5 camp, who have registered online on the RIO website and the hi5 website<br />What RIO gets: <br /><ul><li> RIO gets advertising space on www.hi5.com
RIO gets to conduct the ‘DESIGN YOUR OWN RIO BOTTLE’ contest on www.hi5.com
As of February 2009, hi5 claims to have more than 80 million active members, which is up from 60 million in December. Hi5 claims to be number one in the Spanish speaking community.
It’s very important for global companies to test and play in the Latin and Asian markets, where hi5 has significant market share. </li></li></ul><li>The Road Ahead…<br />The suggested New Media strategies introduce Rio to the new media space, allowing them to connect with a wider audience and expand their presence in the online medium. <br />These strategies would compliment their existing marketing & promotional strategies. <br />