The document provides an overview of the Bai 5 marketing campaign developed by the agency HiDefinition. Bai 5 is a low-calorie, antioxidant-rich drink made from coffee fruit. HiDefinition's campaign strategy is to position Bai 5 as a guilt-free indulgence that supports an active, healthy lifestyle. The campaign's big idea is "Indulge Your Health". The creative strategy depicts women engaging in healthy activities to show how Bai 5 fits into their lifestyle. The ads promote Bai 5's health benefits and natural ingredients using green colors and the tagline "Indulge Your Health".
Customer Relationship Management Of Olpers Milk Of Engro Foods Ltd ...Khawaja Naveed
Customer relationship management involves carefully managing detailed customer information to maximize loyalty. Engro Foods uses CRM to identify best customers, improve account management, build individualized relationships, and provide customers with high quality service. They interact with customers through various marketing activities like road shows, rural events, and free samples. Engro also increases customer value through promotions, ads, and social events. Key strategies to improve the customer base include enhancing growth opportunities, increasing longevity of relationships, and reducing customer defection by differentiating products and building strong brand loyalty.
This document presents a promotional scheme study for Amul Ice Cream. It includes objectives to increase outlets and understand retailer and consumer preferences. Research methods included surveys of existing and non-existing Amul outlets. Key findings were that most retailers are interested in Amul Ice Cream but unsatisfied with services and availability. Recommendations include improving order fulfillment and providing retailers incentives like installment plans for freezers.
Our campaign aims to reignite vitaminwater's brand among US consumers aged 18-24 through an engaging competition. Participants will submit creative video proposals for funds, resources, or opportunities from vitaminwater. The campaign is consistent with vitaminwater's recent focus on fun and ambition over health claims, and aims to increase interest, perception, and preference without alienating loyal 30-39 year old consumers. Research found millennials appreciate individuality and engagement over traditional advertising, so the competition framework aligns with how this demographic makes purchase decisions.
Francesco Illy founded Illy coffee in 1933 in Trieste, Italy and developed a unique canning system for preserving coffee beans. Currently, Illy is chaired by Ernesto Illy's son Andrea Illy and focuses on premium coffee while expanding into related industries like chocolate, tea, and wine. Illy positions itself as the leader in the premium coffee market through its high quality, Italian-style coffee and emphasis on art, culture, and simplicity over gimmicks in its products and branding.
Amul is the largest food brand and business in India. It has an annual turnover of over Rs. 4,300 crore and aims to reach Rs. 10,000 crore in the next three years. Formed in 1946, Amul is jointly owned by 2.6 million milk producers and manages various dairy cooperatives. It produces a wide range of dairy products including milk, butter, cheese, ice cream, and beverages.
This document provides a marketing plan for the launch of new Milo products in India. It begins with an analysis of the Milo brand and market segmentation. It then discusses the new product offerings - Milo Strong, Milo Rich, Milo snack bars, and Milo cans. The marketing strategy covers targeting, positioning, the 4Ps of marketing. It provides details on pricing, distribution channels, and promotional activities. The executive overview emphasizes that the new product launch aims to increase customer relationships and revenue while overcoming challenges of market rejection.
MatchaLina is seeking a $200,000 investment to launch a ready-to-drink matcha tea beverage line. They have identified a growing market opportunity for convenient matcha beverages and have partnerships with major distributors and influencers. MatchaLina offers various flavored matcha lattes containing high quality matcha, almond milk, and other healthy ingredients. Financial projections estimate the company will be profitable within the first two years of operations.
Customer Relationship Management Of Olpers Milk Of Engro Foods Ltd ...Khawaja Naveed
Customer relationship management involves carefully managing detailed customer information to maximize loyalty. Engro Foods uses CRM to identify best customers, improve account management, build individualized relationships, and provide customers with high quality service. They interact with customers through various marketing activities like road shows, rural events, and free samples. Engro also increases customer value through promotions, ads, and social events. Key strategies to improve the customer base include enhancing growth opportunities, increasing longevity of relationships, and reducing customer defection by differentiating products and building strong brand loyalty.
This document presents a promotional scheme study for Amul Ice Cream. It includes objectives to increase outlets and understand retailer and consumer preferences. Research methods included surveys of existing and non-existing Amul outlets. Key findings were that most retailers are interested in Amul Ice Cream but unsatisfied with services and availability. Recommendations include improving order fulfillment and providing retailers incentives like installment plans for freezers.
Our campaign aims to reignite vitaminwater's brand among US consumers aged 18-24 through an engaging competition. Participants will submit creative video proposals for funds, resources, or opportunities from vitaminwater. The campaign is consistent with vitaminwater's recent focus on fun and ambition over health claims, and aims to increase interest, perception, and preference without alienating loyal 30-39 year old consumers. Research found millennials appreciate individuality and engagement over traditional advertising, so the competition framework aligns with how this demographic makes purchase decisions.
Francesco Illy founded Illy coffee in 1933 in Trieste, Italy and developed a unique canning system for preserving coffee beans. Currently, Illy is chaired by Ernesto Illy's son Andrea Illy and focuses on premium coffee while expanding into related industries like chocolate, tea, and wine. Illy positions itself as the leader in the premium coffee market through its high quality, Italian-style coffee and emphasis on art, culture, and simplicity over gimmicks in its products and branding.
Amul is the largest food brand and business in India. It has an annual turnover of over Rs. 4,300 crore and aims to reach Rs. 10,000 crore in the next three years. Formed in 1946, Amul is jointly owned by 2.6 million milk producers and manages various dairy cooperatives. It produces a wide range of dairy products including milk, butter, cheese, ice cream, and beverages.
This document provides a marketing plan for the launch of new Milo products in India. It begins with an analysis of the Milo brand and market segmentation. It then discusses the new product offerings - Milo Strong, Milo Rich, Milo snack bars, and Milo cans. The marketing strategy covers targeting, positioning, the 4Ps of marketing. It provides details on pricing, distribution channels, and promotional activities. The executive overview emphasizes that the new product launch aims to increase customer relationships and revenue while overcoming challenges of market rejection.
MatchaLina is seeking a $200,000 investment to launch a ready-to-drink matcha tea beverage line. They have identified a growing market opportunity for convenient matcha beverages and have partnerships with major distributors and influencers. MatchaLina offers various flavored matcha lattes containing high quality matcha, almond milk, and other healthy ingredients. Financial projections estimate the company will be profitable within the first two years of operations.
The document discusses various strategic management tools used by Coca-Cola including a value chain analysis, Porter's five forces analysis, BCG matrix, product mix/Ansoff matrix, and environmental threats and opportunities profile. It provides details of Coca-Cola's primary and support activities in the value chain. It then analyzes Coca-Cola using Porter's five forces framework, identifying the threat of substitutes and competitive rivalry as medium to high pressures.
accounting ratios and interpretation, Pepsi vs coca cola, Priyesh Chheda
The document compares financial ratios for Coca-Cola and PepsiCo over 5 years. It analyzes liquidity, solvency, profitability, and turnover ratios. The summary shows that Coca-Cola generally has stronger ratios, such as higher net profit and lower debt-equity. However, PepsiCo performs better in some areas like return on capital employed and operating expense ratio. Overall, the document concludes that while Coca-Cola outperforms currently, PepsiCo has been consistent in its ratios over time and has potential to become more competitive.
The document appears to be a student project report on the Coca-Cola Company submitted for a Masters degree. It includes sections on the history of Coca-Cola dating back to its founding in 1886, the company's global marketing strategy and competitive advantages, SWOT and other strategic analyses, and references. The report was submitted by Shreeraj Hariharan to the University of Mumbai under the guidance of Professor Sagar Asrani in partial fulfillment of an M.Com degree.
Cadbury is a subsidiary of Kraft Foods that produces confectionery products. It was founded in Birmingham, UK in 1824 and currently has over 70,000 employees worldwide. The company generates billions in annual revenue. Cadbury's core purpose is to make delicious products that consumers can feel good about. The company has a variety of candy bars, chocolates, biscuits, drinks and other snacks. It uses various strategies like focusing on quality, innovation, and competitive pricing to market its products globally and compete with other major confectionery companies like Nestle, Mars and Hershey.
Bajaj Allianz Life Insurance is a joint venture between Bajaj Auto and Allianz AG. It is one of India's leading private life insurance companies. The document discusses Bajaj Allianz's profile, objectives of studying their sales strategies, research methodology used which included primary data collection through questionnaires and secondary data collection from websites and materials. It analyzes the data collected and observes that the sales promotion process was satisfying and helped develop communication skills. It suggests that Bajaj Allianz should use new sales promotion techniques, improve customer service, increase customer awareness of benefits, and give personal attention to customers.
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Nestlé was founded in 1866 and has since grown significantly, developing important brands like Nescafé, KitKat, Nido, and Maggi over the decades. It faces challenges in meeting changing consumer demands around health, sustainability, and e-commerce while also dealing with controversies. However, Nestlé exerts great efforts to be the leader in nutrition by producing better quality products and satisfying consumers.
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
Complan was launched in 1954 by Glaxo in the UK and India. In 1988, the UK brand was sold to Boots while the Indian brand remained with Glaxo until 1994. Complan targeted growing children and active people needing extra nourishment through sports sponsorships and promotional schemes. Glaxo was acquired by Heinz in 1995, which has operations in 200 countries and $9.2 billion in annual revenue.
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This document provides product profiles for 4 major health drink brands in India: Bournvita, Horlicks, Boost, and Complan. Each profile includes a brief history of the brand, details on the product and its nutritional composition, core brand values, and some key facts. The document aims to outline the market share and growth of these leading health drink brands in India over time as their products and positioning have evolved.
Kwality Wall's is a major producer and distributor of ice cream in India that was originally founded in 1956. It entered an agreement with Lever in 1995 and has since operated under the name Kwality Wall's. It is a subsidiary of Hindustan Unilever and extends the Wall's ice cream brand of Britain to India and other countries. By early 2012, Kwality Wall's had replaced around 25,000 ice cream cabinets using ozone-depleting refrigerants with more environmentally friendly cabinets, reducing its carbon footprint. It focuses on major cities in India and aims to provide affordable and popular products through strategic pricing and cost reductions.
This document summarizes Kellogg's entry and marketing strategy in India. Kellogg's initially failed in India due to overconfidence and not understanding Indian consumer behavior and tastes. Their products were seen as too expensive, tasteless with cold milk, and not fitting with Indian breakfast habits. However, Kellogg's recovered by focusing on children, launching popular products like Chocos and Frosties, improving distribution, and Indianizing tastes. Their renewed focus on habit marketing and targeting children made Kellogg's very successful in India, gaining 70% market share by 2013-14.
Amul is India's largest food brand and the world's largest pouched milk brand. It was formed in 1946 as a dairy cooperative based in Anand, Gujarat. Amul leads the market in products like butter, milk powder and ghee, with a wide portfolio that also includes cheese, desserts, beverages and more. The brand is known for high quality at affordable prices. It uses the recognizable "Amul girl" mascot and tagline "Utterly Butterly Delicious" in its advertising campaigns. Amul has a large network of farmers, distributors and retailers that helps ensure widespread availability.
Nestle is a leading nutrition, health and wellness company founded in 1866. It employs over 280,000 people worldwide and has operations in almost every country. The document discusses Nestle's marketing mix in India, focusing on its products like beverages, milk, chocolate; pricing strategy; nationwide distribution network; and promotions. Nestle promotes its brands like Maggi, Nescafe, and KitKat through TV, online ads, and trade promotions. It aims to motivate retailers through sales targets and discounts to boost consumer promotions.
Marketing Management: A Case Study on TropicanaBhanu Arora
This document provides an overview of Tropicana Products Inc. and its fruit-based beverage products. It discusses Tropicana's founding in 1947 in Florida. It also examines Tropicana's product levels including its core benefits of being made from 100% natural ingredients with no added sugar. The document analyzes Tropicana's product classification, differentiation, mix, and compares it to competitors like Dabur Real. It provides a SWOT analysis and discusses Tropicana's current position in the growing stage of its product life cycle.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
The document lists team members of an organization and provides information about Cadbury India. It details that Cadbury India is a fully owned subsidiary of Kraft Foods Inc. and is a powerhouse in snacks, confectionery and quick meals. It has over 11 brands with more than $1 billion in revenue and over 70 brands with more than $100 million in revenue. Cadbury India's annual revenues are approximately $50 billion. The document also outlines Cadbury's promotional programs, objectives, advertising strategies and campaigns.
The document provides information about The Coca Cola Company's vision, mission, products, competitors, and marketing strategies. The Coca Cola Company's vision focuses on people, portfolio, partners, planet, profit, and productivity. Its mission is to refresh people in body, mind, and spirit, create value, and make customers the top priority. Coca Cola produces over 500 brands worldwide and has over 1.8 billion servings daily, making it the largest beverage company globally.
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
Bai Bubbles are lightly sweetened, fruit-flavored beverages made with antioxidants from coffeefruit and 5 calories per can. The document provides the ingredients and nutrition facts for several Bai Bubbles flavors including Black Cherry, Pineapple, Pink Grapefruit, and Blood Orange. Each variety contains 1 gram of sugar, 12 grams of erythritol, and provides 20% of the daily value of vitamin C per serving.
The document discusses various strategic management tools used by Coca-Cola including a value chain analysis, Porter's five forces analysis, BCG matrix, product mix/Ansoff matrix, and environmental threats and opportunities profile. It provides details of Coca-Cola's primary and support activities in the value chain. It then analyzes Coca-Cola using Porter's five forces framework, identifying the threat of substitutes and competitive rivalry as medium to high pressures.
accounting ratios and interpretation, Pepsi vs coca cola, Priyesh Chheda
The document compares financial ratios for Coca-Cola and PepsiCo over 5 years. It analyzes liquidity, solvency, profitability, and turnover ratios. The summary shows that Coca-Cola generally has stronger ratios, such as higher net profit and lower debt-equity. However, PepsiCo performs better in some areas like return on capital employed and operating expense ratio. Overall, the document concludes that while Coca-Cola outperforms currently, PepsiCo has been consistent in its ratios over time and has potential to become more competitive.
The document appears to be a student project report on the Coca-Cola Company submitted for a Masters degree. It includes sections on the history of Coca-Cola dating back to its founding in 1886, the company's global marketing strategy and competitive advantages, SWOT and other strategic analyses, and references. The report was submitted by Shreeraj Hariharan to the University of Mumbai under the guidance of Professor Sagar Asrani in partial fulfillment of an M.Com degree.
Cadbury is a subsidiary of Kraft Foods that produces confectionery products. It was founded in Birmingham, UK in 1824 and currently has over 70,000 employees worldwide. The company generates billions in annual revenue. Cadbury's core purpose is to make delicious products that consumers can feel good about. The company has a variety of candy bars, chocolates, biscuits, drinks and other snacks. It uses various strategies like focusing on quality, innovation, and competitive pricing to market its products globally and compete with other major confectionery companies like Nestle, Mars and Hershey.
Bajaj Allianz Life Insurance is a joint venture between Bajaj Auto and Allianz AG. It is one of India's leading private life insurance companies. The document discusses Bajaj Allianz's profile, objectives of studying their sales strategies, research methodology used which included primary data collection through questionnaires and secondary data collection from websites and materials. It analyzes the data collected and observes that the sales promotion process was satisfying and helped develop communication skills. It suggests that Bajaj Allianz should use new sales promotion techniques, improve customer service, increase customer awareness of benefits, and give personal attention to customers.
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Nestlé was founded in 1866 and has since grown significantly, developing important brands like Nescafé, KitKat, Nido, and Maggi over the decades. It faces challenges in meeting changing consumer demands around health, sustainability, and e-commerce while also dealing with controversies. However, Nestlé exerts great efforts to be the leader in nutrition by producing better quality products and satisfying consumers.
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
Complan was launched in 1954 by Glaxo in the UK and India. In 1988, the UK brand was sold to Boots while the Indian brand remained with Glaxo until 1994. Complan targeted growing children and active people needing extra nourishment through sports sponsorships and promotional schemes. Glaxo was acquired by Heinz in 1995, which has operations in 200 countries and $9.2 billion in annual revenue.
Prepared by:
Abdul Hadi Anwar Siddiqui
I am luck that I share this Presentation with you because this is My best Presentation I prepared till now,
thanks........
For more information please follow me at,
Gmail: abdulhadianwar9998@gmail.com
facebook: https://www.facebook.com/innocent.hadi.733
This document provides product profiles for 4 major health drink brands in India: Bournvita, Horlicks, Boost, and Complan. Each profile includes a brief history of the brand, details on the product and its nutritional composition, core brand values, and some key facts. The document aims to outline the market share and growth of these leading health drink brands in India over time as their products and positioning have evolved.
Kwality Wall's is a major producer and distributor of ice cream in India that was originally founded in 1956. It entered an agreement with Lever in 1995 and has since operated under the name Kwality Wall's. It is a subsidiary of Hindustan Unilever and extends the Wall's ice cream brand of Britain to India and other countries. By early 2012, Kwality Wall's had replaced around 25,000 ice cream cabinets using ozone-depleting refrigerants with more environmentally friendly cabinets, reducing its carbon footprint. It focuses on major cities in India and aims to provide affordable and popular products through strategic pricing and cost reductions.
This document summarizes Kellogg's entry and marketing strategy in India. Kellogg's initially failed in India due to overconfidence and not understanding Indian consumer behavior and tastes. Their products were seen as too expensive, tasteless with cold milk, and not fitting with Indian breakfast habits. However, Kellogg's recovered by focusing on children, launching popular products like Chocos and Frosties, improving distribution, and Indianizing tastes. Their renewed focus on habit marketing and targeting children made Kellogg's very successful in India, gaining 70% market share by 2013-14.
Amul is India's largest food brand and the world's largest pouched milk brand. It was formed in 1946 as a dairy cooperative based in Anand, Gujarat. Amul leads the market in products like butter, milk powder and ghee, with a wide portfolio that also includes cheese, desserts, beverages and more. The brand is known for high quality at affordable prices. It uses the recognizable "Amul girl" mascot and tagline "Utterly Butterly Delicious" in its advertising campaigns. Amul has a large network of farmers, distributors and retailers that helps ensure widespread availability.
Nestle is a leading nutrition, health and wellness company founded in 1866. It employs over 280,000 people worldwide and has operations in almost every country. The document discusses Nestle's marketing mix in India, focusing on its products like beverages, milk, chocolate; pricing strategy; nationwide distribution network; and promotions. Nestle promotes its brands like Maggi, Nescafe, and KitKat through TV, online ads, and trade promotions. It aims to motivate retailers through sales targets and discounts to boost consumer promotions.
Marketing Management: A Case Study on TropicanaBhanu Arora
This document provides an overview of Tropicana Products Inc. and its fruit-based beverage products. It discusses Tropicana's founding in 1947 in Florida. It also examines Tropicana's product levels including its core benefits of being made from 100% natural ingredients with no added sugar. The document analyzes Tropicana's product classification, differentiation, mix, and compares it to competitors like Dabur Real. It provides a SWOT analysis and discusses Tropicana's current position in the growing stage of its product life cycle.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
The document lists team members of an organization and provides information about Cadbury India. It details that Cadbury India is a fully owned subsidiary of Kraft Foods Inc. and is a powerhouse in snacks, confectionery and quick meals. It has over 11 brands with more than $1 billion in revenue and over 70 brands with more than $100 million in revenue. Cadbury India's annual revenues are approximately $50 billion. The document also outlines Cadbury's promotional programs, objectives, advertising strategies and campaigns.
The document provides information about The Coca Cola Company's vision, mission, products, competitors, and marketing strategies. The Coca Cola Company's vision focuses on people, portfolio, partners, planet, profit, and productivity. Its mission is to refresh people in body, mind, and spirit, create value, and make customers the top priority. Coca Cola produces over 500 brands worldwide and has over 1.8 billion servings daily, making it the largest beverage company globally.
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
Bai Bubbles are lightly sweetened, fruit-flavored beverages made with antioxidants from coffeefruit and 5 calories per can. The document provides the ingredients and nutrition facts for several Bai Bubbles flavors including Black Cherry, Pineapple, Pink Grapefruit, and Blood Orange. Each variety contains 1 gram of sugar, 12 grams of erythritol, and provides 20% of the daily value of vitamin C per serving.
- Monster Energy targets a younger demographic with its bright green logo and sponsorship of young celebrities and niche sports. Its logo, packaging, and website prominently feature black and neon green colors.
- The Monster Energy logo uses black and bright neon green colors to stand out and convey the brand as bold. The neon green represents claws, suggesting the drink gives the consumer power.
- Monster Energy maintains consistency across its promotions by always using the same black and neon green color scheme in logos, ads, packaging, and on its website. This familiarity is intended to subconsciously influence consumers to purchase the products.
Cannabis Energy Drink is an energy drink containing hemp seed extract that provides a smooth, clean taste with health benefits. It contains caffeine, taurine, B vitamins, and no THC or other psychoactive compounds. It comes in two flavors - the original and a sugar-free light version. While it contains hemp seed extract, it is fully legal and regulated. It is popular worldwide and available in stores, restaurants, and online in several countries.
The document provides an overview of the organic sports drink FRS Energy. It is aimed at a younger adult audience between their early 20s to mid 30s. The drink is promoted as providing energy through organic and natural ingredients rather than caffeine and sugars. The packaging aims to attract different gender audiences through feminine and masculine color schemes and flavors. Low calorie options use feminine colors while full calorie options use masculine colors. The website similarly aims to promote the athletic and sports themes of the drink through images and stories of ordinary people who have benefited from drinking FRS Energy.
The document discusses creating a music video using silhouettes to tell a story through a character's journey. It proposes using a morphsuit-wearing actor and changing props to represent stages of life from infant to old age. Inspiration comes from experimental films using techniques like backwards editing. The target audience is described as indie music fans aged 16-25. Health and safety considerations for filming include selecting a low-risk outdoor location with enough space and a red backdrop to key out the green morphsuit.
The 10 step marketing plan outlines Sting Energy Drink's strategy to target male workers who need extra energy to work long hours. It aims to be the first ready-to-drink energy drink that is delicious and affordable. Sting positions itself as lower priced than competitors while using advertising, promotions, and wide availability to differentiate itself as "Hayop sa Sarap, Hayop sa Energy". The plan details Sting's target market, competitors, marketing tactics, and goals to capture a share of the growing energy drink industry.
Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.
This document analyzes the juice market in India and Tropicana's competition and market share compared to Dabur's Real juice. It summarizes Tropicana's market research conducted in central Delhi, which found that Dabur's Real has 60% market share compared to Tropicana's 20%. The research estimates that addressing gaps identified could increase Tropicana's sales by over Rs. 47 lakh annually. It recommends expanding distribution, improving retailer relationships, and promoting Gatorade to capture hidden sales potential estimated at over Rs. 38 crore for Tropicana and Rs. 1.8 crore for Gatorade annually.
The document proposes launching a new flavored bread product called Pretzel Bread. It will come in three flavors - chocolate, mango, and strawberry. The target market is children and mothers. Advertising will promote the product's unique flavors and variety to attract children and address mothers' preferences for healthy options. A SWOT analysis identifies strengths in offering an innovative product with no direct competitors, but weaknesses in lack of brand recognition and separate retail outlets.
- Bhavnagar is a district located in Gujarat with 11 talukas. Its major industries include diamond cutting and polishing, cement, chemicals, and shipbuilding.
- The economy is driven by investments in infrastructure, food processing, and its proximity to other industrial hubs. Small industries provide many jobs.
- Major investments have been in infrastructure, cement, chemicals, and food processing. Key industrial estates include Chitra and Vartej.
- The district has good road, rail, port and airport connectivity supporting its industries. Power supply and other infrastructure are well developed.
This document provides a situation analysis of Tetley tea, including:
1) An overview of Tetley's corporate structure as a subsidiary of Tata Global Beverages and its leadership in the Canadian and UK tea markets.
2) An analysis of Tetley's current product lines, promotional activities, market share, sales and pricing which demonstrates its dominance in the Canadian tea market.
3) An examination of the tea market category and key factors such as growth, competitors, and consumer trends related to health, specialty teas, and the rise of tea houses.
4) A competitive analysis of Tetley's top competitors (Red Rose, Lipton, Twinings) comparing their products, pricing, promotions and positioning.
Real juice history,branding strategy of real,Ansoff model,
real brand communication,real brand competitor, Did you facts about real juice,history of dabur
This document outlines a Hazard Analysis and Critical Control Point (HACCP) plan for chocolate production. It identifies the key processing steps in chocolate making and potential physical, chemical, and biological hazards at each step. Critical control points are established to monitor for hazards, along with critical limits, monitoring procedures, corrective actions, and documentation requirements. The goal is to implement food safety controls to maximize product safety throughout the chocolate making process.
Packaging trends in the beverage industry in Thailand are moving towards more sustainable options. The fruit juice market is growing, with premium juices in cartons showing particular strength. Consumer preferences are also shifting towards healthier beverages with natural ingredients. On the packaging front, plastic bottles still dominate the market, though cartons are increasingly popular for juices and nectars. Smaller package sizes below 1 liter remain most common. Looking ahead, packaging is expected to emphasize sustainability, authenticity, and wellness claims, with cartons and plastic bottles innovating to meet these trends.
- The document presents a pre-feasibility study for a fruit juice production facility in Iraq, analyzing factors such as raw material availability, production costs, market demand, and financial viability.
- A financial model for a proposed "model" facility indicates it could achieve a 19% return on investment but has a long payback period and high break-even production level, raising concerns about commercial feasibility.
- Key outstanding questions that require further investigation include identifying an investor, selecting a fruit type and production location, and assessing market demand and pricing strategy.
The document provides information about a proposed mango juice production company called Relax Mango Juice Industry Ltd. It outlines the company's objectives, which include producing healthy products and improving customer satisfaction. It also discusses the production process, marketing strategy, financial projections, and organizational structure. The company plans to obtain loans, purchase necessary equipment, and begin operations in late 2014 with a goal of achieving a 25% market share within 5 years.
Market mapping of packaged water & juice in indiarajeev681986
This document provides an overview of the packaged water and packaged fruit juice industries in India. It discusses the growth trends, major players, market share and segmentation in each industry. The packaged water industry is growing at 15-25% annually and is dominated by national brands like Bisleri and Kinley. The fruit juice industry is growing even faster at 30% annually, and Dabur holds the largest market share at 50%. Both industries have opportunities for growth through functional variants, differentiated packaging and expanding availability in rural areas.
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Pepsi was originally created in 1893 and has since expanded into a broader range of food and beverage brands. It aims to create more smiles with every sip and bite. Pepsi's main competitors are Coca-Cola and Dabur Real Juice. While Pepsi has a strong brand image, it relies heavily on carbonated drinks and has a weaker portfolio of healthy drinks compared to competitors. Pepsi targets teenagers and young adults and positions itself as a refreshingly tasty soft drink. It promotes heavily through celebrity endorsements and uses sales promotions, public relations, and placement in retailers and online merchants to distribute its products.
This document outlines Pepsi's marketing plan. It provides an overview of Pepsi as a company with over 100 years of producing cola drinks. It then details Pepsi's vision, mission, strengths, weaknesses, opportunities, threats and product details. The marketing strategies section discusses Pepsi's positioning, product, pricing and distribution strategies. It also outlines the company's advertising approaches. The document concludes with an action plan and recommendations to strengthen Pepsi's research, partnerships and reputation in global markets.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
Bolthouse Farms produces smoothies that are healthy and convenient. However, consumers are unaware of Bolthouse Smoothies in the marketplace. The campaign aims to inform consumers about Bolthouse Smoothies and their role in a healthy lifestyle. Roots Agency plans to accomplish this through an advertising plan that will reach 70% of the target market of women and men aged 25-49 at least four times over the course of a year. [END SUMMARY]
What if Coca Cola launches a brand into the market which is yet to be tapped and what effect it will have on its Product Life Cycle? Positioning plays a very important role in creating that niche image in peoples mind. And with host of digital activities it can do wonders. See How in this ppt.
Marketing presentation wheat health drinkJimesh Mehta
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2. 3322 3
TABLE OF CONTENTS
EXECUTIVE SUMMARY
AGENCY STRATEGY
As a full-service Integrated Marketing Communications firm, we at HiDefinition are committed to
providing our clients with effective and innovative campaigns. We are an ambitious team of profes-
sionals dedicated to developing and implementing new and cutting edge strategy. Our goal is to
discover new trends in the industry and make sure our clients stay updated in their different markets
with their respective audiences. Our firm encompasses the five principles below to define our differ-
ent clients’brands with a campaign strategies that bring only success.
innovationambition
dedication
Bai 5 is an all-natural drink made from coffeefruit, the antioxidant filled shell that
covers the traditional coffee bean. Bai 5 boasts five reasons for consumers to love
its many tropical flavors. It’s all-natural, certified organic including the sweeten-
ers used to flavor the drink. It’s packed with antioxidants from the superfruit cas-
ing of the coffee bean, and has only one gram of sugar per serving.
Additionally, Bai is gluten free, soy free, vegan and Kosher, and it all comes to-
gether in a great tasting, five calorie drink. But what does “Bai” mean? Bai 5‘s
founder Ben Weiss said, “The name - the Mandarin word for “pure”- was chosen
to represent the simple, natural goodness of a beverage dedicated to fostering
great health.”
Our mission is to place Bai as the top juice drink choice for ladies on the go. We
want to let them know that they can balance their “work hard, play hard” ap-
proach towards life, and Bai 5 will help them get there. Through print, television,
and online advertisements, paired with out-of-home and brand activation strat-
egies, HiDefinition will instill in the minds of our target market that Bai 5 is the
best choice when enjoying a healthy, delicious drink.
creativity
THE
BEST
DECISIONSARE MADE IN
high definition.
}
“
“definition
HI
EXECUTIVE SUMMARY – PAGE 2
AGENCY STRATEGY – PAGE 3
HISTORY – PAGE 4
COMPETITOR ANALYSIS - PAGE 5
SWOT – page 6
environmental analysis – page 7
objectives & budget – page 8
research – page 9
Brand value proposition – page 10
Target audience – page 11
campaign strategy – page 12
big idea – page 13
creative strategy – page 14
print ads – page 15
print & internet ads – page 16
commercial storyboard – page 17
ooh ad – page 18
creative testing – page 19
media strategy – page 20
media choices – page 21
media schedule – page 26
media budget – page 27
brand activation – page 28
evaluation – page 32
creative brief – page 34
bios – page 35
3. 5544
COMPETITOR ANALYSISHISTORY
CEO & Founder Ben Weiss travels for twenty years to exotic loca-
tions in search of the best quality green coffee available. In his
travels, Weiss discovers coffeefruit, the casing that surrounds the
coffee bean, a powerful antioxidant.
Weiss starts a makeshift lab in his family’s kitchen working for
over a year to combine coffeefruit with different ingredients to
create a delicious and healthy drink.
2009 BAI 5 IS OFFICIALLY ESTABLISHED.
Initially, Bai 5 is distributed solely to health food stores in Princ-
eton, NJ, but soon grows to be nationally distributed.
Strengths
-VitaminWater is a progressive, well-
known brand recognized for it’s low
calorie count
- Variety of distinct flavors
- Variety of different products in-
cluding Smart Water
- Strong social media presence
- Popular celebrity endorsers such as
Ellen, Jennifer Anniston & 50-Cent
Weaknesses
- Product contains no real fruit juice
- Deceiving serving sizes
- Contains unnatural ingredients
such as corn syrup
- Higher in sugar
VITAMIN WATER
VITACOCO
SPARKLING ICE
Strengths
- Popular celebrity endorsers includ-
ing Madonna & Rhianna
- Distributed internationally
- Unique packaging
- Consistent branding throughout
all platforms
Weaknesses
- Specific/acquired taste
- Easily damaged packaging
- Smaller serving
- Higher in sugar & calories
- Comes in one specific flavor
Strengths
- Low in calories
- Variety of different flavors
- Low price
- Widely distributed
Weaknesses
-Includesartificialsweetener(Splen-
da)
- Artificially colored
- Dated packaging and website
- Perceived as lower quality partial
to its lower price
BAI 5 IS A CERTIFIED ORGANIC, ALL NATURAL FRUIT JUICE
CONTAINING COFFEEFRUIT.
4. 666 7
HEADLINE
7
ENVIRONMENTAL ANALYSIS
6
ANALYSIS
SWOT
STRENGTHS
• Product is highly innovative
• Only drink that uses the
newly discovered health
benefiting coffee superfruit
• Wide variety of multiple
flavors
• Product contains caffeine
which can reach a sub-target
market
• High in antioxidants and low in
sugar
• Five calories per serving gives
products competitive advantage in
health drink market
• Sensitive to food allergies and dietary restrictions
such as gluten free, kosher, soy and glycemic free creates
a niche market
• Website is easy to navigate and minimalistic
WEAKNESSES
• More expensive product which decreases potential
market share
• Product has very low level of awareness
• Because the unique ingredient of coffee superfruit has
never been used before, there is speculation of its credibil-
ity and its claimed health benefits
• Audiences could be under the impression
that the health drink is dehydrating because it
derives from coffee
OPPORTUNITIES
• More flavors can be added to the brand’s collec-
tion
• There is potential to reach more than target mar-
ket of 18-24 year old females
• Society is continuing to become more health
conscious
• Ability to expand the brand’s types of products
and promotions- recipes, daily exercise routines, and/
or create ways to enhance mental and psychological
health
• Increase social media presence
• Increase overall product awareness
• Potential to introduce a marketing strategy similar
to that of‘Toms’– the social responsibility approach
could increase sales and help establish
the brand’s credibility and reinforce
its mission
THREATS
• Competitors have a higher brand
awareness
• The price of repackaging and re-
labeling due to new food labeling
regulations
• Distribution is scattered
• The slow rise from the recent
recession is causing people to
spend less, cutting out prod-
ucts like Bai 5
There is a growing interest in today’s society to be healthy, and the natural foods movement is quickly
spreading, especially among young people. Bai 5 has just five calories, and is made out of 100 percent
natural ingredients which makes it appealing to those who want to be seen buying healthy products. It
also contains antioxidants, which help combat the negative effects of stress, and is gluten free.
FORCES
Bai 5‘s competitors include brands such as Vitamin Water, VitaCoCo and Sparkling Ice. Bai 5 offers a super
low calorie, low sugar, and antioxidant rich drink infused with natural flavors -- all of which can only be
found together in Bai. One thing that sets Bai 5 apart from the competition is the boost of caffeine it gives
you. It’s the light energy from a cup of tea, but in a great tasting, crisp, 5 calorie juice.
COMPETITIVE FORCES
When looking for an on-the-go drink, young consumers are looking for something that tastes great, makes
them feel good, and is easy on the wallet. While Bai 5 may be a little more expensive than some of its com-
petitors, it offers unique elements like antioxidants and caffeine in a super low calorie, tasty drink -- not
found together in any other juice drink on the market. Plus, Bai 5 is sold at stores like Target, WalMart, and
CostCo, all places where price conscious consumers shop.
ECONOMIC FORCES
With all of the regulatory laws banning high sugar sodas and other drinks, Bai 5 is a healthy alternative for
young people that follows these new regulations and standards. Also, the FDA encourages natural foods
and drinks with low sugar, and Bai 5 fits that standard.
REGULATORY FORCES
5. 9988
BUDGET
To increase the sales of Bai 5 by 9%.We will highlight Bai 5’s unique and beneficial attributes
relative to our target audience to accomplish this objective.
To increase comprehension by 70% and conviction by 50% within our primary target mar-
ket of 18-24 year old women. Therefore, 70% of our target will understand and recognize
our message and 50% will act on it. Our effective reach is 70% with an effective frequency
of 4.
The “Indulge Your Health” campaign will run for a year. It will begin April 1, 2016 and end
April 1, 2017. We are using a pulsing media campaign that allows us to have audience.
MARKETING OBJECTIVE
ADVERTISING OBJECTIVE
TIME FRAME
OBJECTIVES
Production Costs
Television
Out of home
Internet
Magazine
We have been allocated 12 million
dollars to execute our campaign.
SUMMARY
Television: $1,620,000
(13.5%)
Transit/ BB: $2,610,840
(22.5%)
Internet: $5,393,372 (45%)
Magazine: $1,075,937 (9%)
Production Costs: $ 1,200,000
(10%)
RESEARCH
1. Determine women’s awareness and perception of the Bai 5 brand within our target
market
2. Determine what women want and need from a health beverage and further under-
stand their purchase behavior
3. Determine the best media channels and vehicles to target our audience most ef-
fectively
RESEARCH OBJECTIVES
PRIMARY RESEARCH
1. HiDefinition Agency conducted one-on-one personal interviews with women with-
in our target market to further understand their perception of the brand and their rela-
tionship with the product. We interviewed 10 women within our primary and second-
ary target markets.
2. We designed a survey using SurveyMonkey to further determine the consumer be-
havior of our target audiences. We want to know what the consumer is looking for in a
health drink and further determine when they would consume the product.
SECONDARY RESEARCH
HiDefinition used Simmons OneView to determine the media vehicles and channels our
primary and secondary target markets use most frequently. We are targeting people
within the age of 18-24, but primarily women. We discovered there is a high social me-
dia and Internet presence amongst these segments. After, we examined social media
and product reviews to further solidify our target markets’psychographic.
6. 11111010
BRAND VALUE PROPOSITION
Bai 5 is an innovative and unique health beverage that comes in a variety of nine exotic fla-
vors and provides a multitude of functional benefits. It is specified in the brand name that
there are five major benefits that the products provide, which include it being five calories,
100% natural, gluten free, glycemic free and antioxidant packed. Additionally, Bai 5 is ko-
sher, low sugar, and has a boost of caffeine. What makes this product unique is the wide
range of health benefits it provides for its consumers without a lack of unique and fruity
taste.
FUNCTIONAL BENEFITS
Since Bai 5 only contains five calories, consumers do not have to feel guilty for drinking a
satisfying, fruit drink. Health conscious consumers want to receive the value of fruit and vi-
tamins, while not consuming too many unwanted calories that will derail the benefits they
are trying to achieve. Consumers can feel confident in their decision of choosing Bai 5 as a
drink on-the-go or anytime. Additionally, they can gain self-confidence because they are
following the health-focused goals they have set for themselves.
EMOTIONAL BENEFITS
Consumers that drink Bai 5 can be identified as both health and environ-
mentally conscious, adventurous, and dedicated to having a balanced
life. They are highly passionate people that take their health and work se-
riously, while still living an adventurous and ambitious lifestyle. They un-
derstand the amount of effort they need to put into their health and that
Bai is the best ways to achieve their personal goals. The naturalness of
the product contributes the cultural revolution of going green and being
environmentally conscious.
SELF EXPRESSIVE
TARGET MARKET
Rachel is an 18-year-old high school
senior from Hershey, Pennsylvania.
She is the treasurer of her class and
captain of the soccer team; a natu-
ral leader. Rachel is a highly involved
and well-rounded woman that en-
joys spending time with her friends,
exercising, and reading. As
shea prepares to go to her
dream college and keep
up with all her extra ac-
tivities,
she tries to lead the
healthiest lifestyle
she can.
RACHEL
Quinn is a junior in college majoring in Environ-
mental Studies. She is originally from Burlington,
Vermont and is determined to positively impact
the world. Quinn is the head of the Compost Club,
an avid gardener, and strict vegan. Between her
schoolwork, saving the environment, and doing
yoga she looks for a natural, vegan health drink.
QUINN
Heather is a young professional that
just moved to San Francisco, Cali-
fornia. She works in the Human Re-
sources Department for a Fortune
500 company. This job setting has a
high stress environment that is fast
paced, which requires her to take
on a multitude of responsibilities.
Off the job, Heather focuses on her
health by running and hiking with
her friends. As she is working hard
in all the realms of her life, she
needs a tasty and fruity drink that
will not derail her efforts.
HEATHER
7. 13131212
CAMPAIGN STRATEGY
Not many people know about Bai 5, its incredible health benefits and its unique
ingredients. There are also a lot of competitors that are highly established
brands already and Bai 5 needs to differentiate itself from them. HiDefinition’s
challenge is to increase Bai 5’s awareness and show our target market that this
is the healthiest option on the market. Bai 5 is for anyone that wants a low sugar
or low calorie drink that has a fruity delicious flavor.
THE CHALLENGE
HiDefiniton Agency found through audience research that women are looking
for a health beverage that is a natural and great tasting low calorie drink that
they do not have to feel guilty about. Women in our target audience are in a
major growth stage of their life and attempting to keep a balance throughout
their busy lives, especially when it comes to their health. Our focus is to purify
and enhance the health of the ambitious and busy woman.
KEY INSIGHT
HiDefintion Agency will focus on providing Bai 5 drinkers with a guilt-free duality of indul-
gence and health benefits to support the balance they attempt to preserve as they take on
their daily adventures with confidence, energy and satisfaction.
THE PROMISE
BIG
IDEA
THE
“
“
INDULGE
YOUR
health.
8. 151414
CREATIVE
Through careful research and analysis, we at Hi Definition have devised a creative strategy
that will draw more attention our brand, Bai 5, by incorporating the beliefs and needs of
our target audience with a friendly and insightful design. Our creative is centered around
our active and hardworking target’s desire for something both healthy and indulging. Our
campaign strategy focuses on how Bai 5 is the perfect indulging treat that is also guilt-free
and healthy.
CREATIVE STRATEGY
Each of our print advertisements show our target audience engaging in active, hardwork-
ing, and healthy activities. To play up the healthy and energizing aspects of Bai 5 we have
developed advertisements with high contrast, saturation, and clarity. We felt that it was im-
portant to show the package on all of our creative, so you can find a flavor of Bai 5 on all of
our media. We consistently use green text in our ads to associate our product with healthy
and natural connotations. The transparent curved break that appears on our magazine ads
is used for motion and a break for our text to lay.
ART DIRECTION
On each of our advertisements, our tagline“Indulge your health”will appear. This tagline is
used to promote our big idea that Bai 5 is both an indulging treat and a healthy drink.There
is also a second placement of copy that explains why Bai 5 fits in perfectly with the lifestyle
of the woman in each scene of our ad as well as including a health benefit of drink that re-
lates to the scene. We have include a call to action in some of our print ads, prompting our
target audience to either go to our website or like us on Facebook.
COPYWRITING
PRINT ADS
15
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
YOUR
health.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
The perfect balance of health & taste.
100% Natural.
YOUR
HEALTH.
WE MADE A
DRINK THAT
WORKS AS
HARD AS YOU
DO.
PACKED WITH ANTIOXIDANTS AND A SHOT OF WHITE
TEA THAT WILL GIVE YOU THE EXTRA BOOST YOU NEED.
9. 17171616
STORY BOARD
Length: 30 Seconds
Track: Rather Be - Clean Bandit
Ft. Jess Glynne
1.
2.
3.
4. 5.
Voice over: LADIES, WE TRAIN HARD,
WORK HARD, AND EAT RIGHT. BUT
WHEN ALL OF THAT LEAVES YOU
WANTING MORE DON’T CAVE IN TO
SUGAR...
VOICE OVER: INSTEAD,
INDULGE IN YOUR HEALTH GRAB A
BAI 5, WITH ONLY 5 CALORIES, LOADS
OF ANTIOXIDANTS, AND 9 DELICIOUS
TROPICAL FLAVORS IT’S THE PERFECT
CRAVING KILLER THAT FITS IN WITH
YOUR HEALTHY LIFESTYLE.
We at HiDefinition created a commercial
that every health conscious woman could
relate to. We show the simple problem of
working hard, eating right and conquer-
ing the craving for something sweet. That’s
where Bai 5 comes in, with a satisfying taste
to defeat that craving and remain on par
with every woman's healthy lifestyle.
YOURhealth.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
Indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
Adventure time means
you’ll need a guilt-free
pick me up.
HEALTH.
5 Calories.
1 Gram of Sugar.
PRINT AD INTERNET AD
YOUR
10. 191818
OUT OF HOME AD CREATIVE TESTING
health.
indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
THROUGH OUR CREATIVE STRATEGY DEVELOPMENT AND IMPLEMENTATION, WE RECEIVED A
GENERALLY POSITIVE RESPONSE FROM OURTARGET AUDIENCE.
GENERALLY, PARTICIPANTS HAD LITTLETO NO KNOWLEDGE OF BAI 5 AS A BRAND.
HOWEVER, AFTER SHOWINGTHEM OUR ADVERTISEMENTS,WEWERE ABLETO GENERATE A BET-
TER UNDERSTANDING AND RECEIVE DIFFERENT REACTIONS.
ADDITIONALLY, WE HAD SEVERAL PARTICIPANTS NEW TO THE BRAND TRY BAI 5 FOR THE FIRST
TIME.THEIR REACTIONSWERE POSITIVE, AS ANTICIPATED.
PARTICIPANTS DESCRIBED BAI 5 AS:
19
“refreshing”
“trendy”
“healthy” “crisp”
“tropical”
11. 21212020
MEDIA OBJECTIVES MEDIA CHOICES
Bai 5’s target market is women ages 18-
24 years old, with a secondary target
market of men ages 18-24 years old.
Our primary target market consists
of health conscious, versatile women
that attend college or are young pro-
fessionals. These women want to keep
a balance in their life, especially when
it comes to their health and do not
want to feel guilty for drinking some-
thing they enjoy. We would also like
to reach our secondary target market
of men that are trying to achieve the
same healthy, balanced lifestyle.
REACH
TARGET AUDIENCE
HiDefinition will run this advertise-
ment campaign on both national and
regional levels. Due to Bai 5’s recent
expansion to a national distributor, we
will be advertising our television com-
mercials, magazine and internet ads
nationally. Our billboards will be dis-
played regionally in major cities, such
as New York City, Los Angeles, Boston
and Miami. These cities are all heavily
populated with college students and
young professionals.
GEOGRAPHIC
SCOPE PLACEMENT
The women within our target market
mostly use the internet as their main
media source. HiDefinition Agency
will put a higher weight on the inter-
net advertisements. We also recognize
that the women in our target market
are constantly on the go, so we have
also placed a heavier weight on Out
of Home advertising. These women
also read magazines and watch televi-
sion, but to a lesser degree, so we have
placed less weight on these mediums.
MESSAGE WEIGHT
HiDefinition’s effective reach is 70%
with an effective frequency of 4.
REACH & FREQUENCY
A pulsing media schedule will be used
during this campaign. There will be
continuous exposure to Bai 5’s ad-
vertisements with heavier frequency
during strategically specific times
throughout the year. We will adver-
tise more heavily during the spring
and summer months when women
are more focused their body image.
We are also keeping in mind the times
when college students will be present
in the major cities that our billboards
will be displayed in.
REACH & FREQUENCY
DIMENSIONS
Television : 30
Second Commer-
cial
Magazine: 1 full
page color & ½
page color
Internet: Ban-
ner (468xx 60
px), Skyscraper
(120 x 600 px), 30
Second Pre-Roll
Commercial, &
Rectangle (300 x
100 px)
Billboard: 48 feet
x 14 feet
INTERNET
HiDefiniton Agency found through audience research that women are looking for a health beverage that
is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our
target audience are in a major growth stage of their life and attempting to keep a balance throughout their
busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the
ambitious and busy woman.
BANNER AD
HiDefiniton Agency found through audience research that women are looking for a health bever-
age that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audi-
ence are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it
comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
PRE-ROLE COMMERCIAL
PRE-ROLE COMMERCIAL & BANNER
HiDefinition wants to grab the attention of college students and grow their awareness of the brand. The frequency of the
advertisements on this website will increase the attention of the viewers to the product, making them more apt to interact
with the ad.
PRE-ROLE COMMERCIAL
HiDefinition wanted to also target a less formal online news source that was used often by 18-24 year
olds. The Onion’s journalism provides humor, relatable daily life pieces and opinionated news.
12. 23232222
HiDefinition’s target market are young women trying to keep up with
fashion, general news and entertainment. E! Network is beneficial for
our primary target and synergistic with the television advertisements.
SKYSCRAPER
MAGAZINE
For all the women who are looking for fashion, dating tips, and celebrity
news, Cosmo has been the ultimate source of this information. The psy-
chographics of our target match with Cosmo’s status oriented articles
and relatable tips about health, beauty and fashion.
COSMOPOLITAN - 3,015,858
HiDefiniton wanted to use the same frequency tactic with Cos-
mo, just as we did with CollegeHumor. HiDefinition also used
the synergistic tactic of using ads in both the magazine and the
website. Cosmopolitan is a very well established and popular
source of media to our primary target market.
BANNER & RECTANGLE
CNN attracts a large amount of viewers, but young profes-
sionals and college students particularly have a need to
be up to date with their current events. CNN is a reliable
and popular news source often used by this target market.
BANNER
INTERNET CONTINUED
Fit Magazine is for women who are serious
about their health and having a balanced
lifestyle. Bai 5’s values and missions are very
similar to Fitness Magazine’s and HiDefinition
feels that this properly targets the ideas and
goals of the women within our target market.
FITNESS MAGAZINE - 1,501,058
HiDefinition recognizes our target market as young professionals that are
concerned with their appearances and health. Allure is a great media ve-
hicle to grab women’s attention and point it towards Bai 5.
ALLURE - 1,168,138
13. TELEVISION
HiDefiniton chose to advertise on
E! Network because a majority of
our target market watches one or
more shows that are broadcasted
on this network.
The people within our target market are in a
somewhat transitional stage of their life and
attempting learn and find inspiration on
how to establish organization in their own
homes.
There is a heavy weight of our target market
that watches ABC Family. This will increase our
exposure and frequency.
TELEVISION
TLC is a very popular network that our tar-
get market watches because it revolves
around personal stories, lifestyles and fam-
ily life; three main factors that our target
market considers very important.
2424 2525
15. 28
BRAND ACTIVATION
Objective: To raise brand awareness and equate our brand’s name with one of
the biggest events in the world.
Strategy: With the 2016 Summer Olympics taking place in Rio de Janeiro, Brazil,
it’s a perfect opportunity for Bai 5 to extend its brand activation through a part-
nership with returning Olympian Gabby Douglas and the United States women’s
gymnastics team. Bai 5 is a healthy, natural way to get energized for the day, a
good alternative to soda or coffee drinks for the athletes. Rio is a tropical locale, a
great pairing with Bai 5’s tropical flavors. Also, women in our target market iden-
tify with Olympians who are around their age.
Objective: To increase brand recognition and interaction within our target market of
18-24 through social media platforms they use most.
Strategy: Our target market is the most active generation in terms of social media us-
age on both computers and mobile devices. Through the platforms of Twitter, Face-
book, and Instagram, anyone with an account can propose the newest Bai 5 flavor by
Tweeting, uploading a photo, or creating a status with the hashtag #Bai5FlavorChal-
lenge. Along with this promotion, anyone who likes our Facebook page will have access
to a coupon for 50 cents off any Bai product at any retailer.
1. Bai 5 and the Fab 5:
2. Bai 5 flavor challenge
29
?28 29
16. 3130
Objective: To increase Bai 5’s corporate social responsibility and public image by
giving back to the community that helps make Bai 5 what it is.
Strategy: In the six weeks leading up to Earth Day 2016, Bai 5 will lead a fundrais-
ing effort to give back to the Indonesian community where founder Ben Weiss
discovered the coffee superfruit that is an integral part of the Bai 5 brand. With
every Bai 5 purchased, a percentage of the total sales will be donated to the com-
munity where the coffeefruit is found.
3. Bai 5 gives back
30 31
Objective: Enhance the healthy and active image of the brand by directly linking it to our target's favorite
athletic clothing brand, Lululemon Athletica.
Strategy: Our brand will put out dual advertisements, media and promotions with Lululemon Athletica.
Lululemon is a self described yoga-inspired athletic apparel company that appeals to our target audience. To
promote Bai 5's healthy image, we decided to partner with Lululemon to increase our sales. First, we pro-
mote an incentive coupon of when you make a purchase of $75 or more, you get a free bottle of Bai 5. This
will ultimately bring first the awareness of the product. Next, we will place vending machines of Bai 5 in the
Lululemon flagship stores. In those particular bottles of Bai 5 will have a code at the top of the bottle which
will have unlock coupons on the Lululemon clothes. One bottle per machine will also have a code to unlock
$50 gift card to the store. Lastly, to incorporate social media in our partnership with Lululemon, we will
hold an instagram contest where we will encourage women to take a pictures of themselves with their Bai 5
bottles while wearing their Lululemon apparel on Instagram using the hashtag #BaiandLuluForAHealthyLife.
Using the has tag we will pick a winner every week and repost their picture and name on our Bai 5 Instagram
account and Lululemon's Instagram account. Whether they are at the gym, going for a jog in the park or out
walking their dog, the Instagram will promote both the active and healthy images of both Bai 5 and Lulule-
mon.
4. bai 5 & lulu for a healthy life
17. 33333232
EVALUATION
HiDefinition has three main objectives: to increase comprehension of
Bai 5 by 70%, increase total conviction by 50%, and increase total sales
by 9%. These goals and their accomplishments will be solely met and
determined through the intensity and frequency of advertising and
brand activation tactics throughout the year, varying with each month.
MONTH COMPREHENSION CONVICTION SALES
CONVICTION & COMPREHENSION
PERCENTAGE
TIME /MONTH
PERCENTAGE OF SALES
TIME /MONTH
PERCENTAGE
19. 37373636
Dominique Falcone
Dominique is a sophomore Ithaca College
student studying Integrated Marketing
Communications with a minor in Art Histo-
ry. Dominique has been a middle distance
runner of the Ithaca CollegeTrack and Field
team. Currently, she is a sales associate at
kate spade new york. She plans to study in
LosAngelesforthespringofherJunioryear.
She is originally from Westchester, New
York. She hopes to pursue a career in mar-
keting in the fashion industry. Dominique’s
favorite flavor of Bai 5 is Dragonfruit.
definition
HIMEET OUR
TEAM
Emily Helwig
Emily is a senior journalism major at Ithaca
College, with a minor in Integrated Market-
ing Communications. Most recently, Emily
served as an editorial intern in Los Angeles
atThe Hollywood Reporter, and a public re-
lations intern at Love PR. After graduation,
she plans to leave her hometown of Buffa-
lo, NY to pursue a career in entertainment
journalism or television scriptwriting. Em-
ily’s favorite Bai 5 flavor is peach.
MEET OUR
TEAMdefinition
HI
20. 39393838
MEET OUR
Jess Merrill
Marianna is a sophomore Integrated Mar-
keting Communications student at Ithaca
College. Currently, Marianna is the Design
Editor at The Ithacan and next semester
will be Co-Advertising Chair for SAB. This
summer Marianna will be interning at Me-
diaVest in New York City and next spring
will be spending the semester in LA. Upon
graduation, Marianna intends to pursue a
career in branding or public relations. Mari-
anna’s favorite Bai 5 flavor is Mango.
TEAM definition
HIMEET OUR
TEAMdefinition
HI
Marianna Dunbrook
Jessica is a sophomore Ithaca College stu-
dent studying Integrated Marketing Com-
munications with a minor in Still Photog-
raphy. Currently, Jessica is a photographer
for the on campus organization, HiFashion
Studios and hopes to study in New York
City the spring of her Junior year. She is
originally from Manchester, Vermont and
hopes to move to New York City after grad-
uation and pursue a career in photography
or public relations. Jess’favorite Bai 5 flavor
is also peach.