1. Silverbullet | September 2012
GETTINGITRIGH
TTHEFIRSTTIME
A Strategic Product Launch Plan
For Innocent Smoothie
2. the innocent brief
Launch The Innocent Smoothie Brand
In The Nigerian Market
...and if we may add,
“with a bang that ensures maximum impact and
exposure of the brand to its prospective
customers in an engaging manner that
engenders curiosity, trial, patronage
and loyalty.”
3. key objective
Put the word “Innocent Smoothie” on the lips
of every Nigerian
...and the taste on every tongue or at least a thirst for the taste by:
Educating the Nigerian public about Effectively communicating the key
the meaning of smoothies benefits of the Innocent smoothie
brand
Creating viable platforms for consumers
to engage and interact with the Innocent
smoothie brand
4. quick PESTEL
P olitical
•Policy against importation of
fruits...the health of the local
agriculture sector there becomes
E conomical
•Widespread poverty and
Recession...pricing and
affordability are of serious
S ocial
•Low level of education and
Cultural Hesitation of Nigerians
to be adventurous and try new
a key success factor. concern. Hence, Innocent things...education of the public
might consider a relative about smoothies and effective
•Political instability especially in price reduction as they launch communication of its key benefits
the North where lots of the in the Nigerian market. becomes crucial.
Nation’s fruits are produced
...the development of •Inflation rate...leading to higher •High level of Corruption...
initiatives and support for prices. unavoidable compromises
existing ones to encourage will have to be made every
agriculture especially in the ones in a while.
south-east-west.
•Poor work ethics...proper
•Labour cost...minimum wage acculturation of Nigerian staff
has been increased by the before business takes off will
government and it can directly be another key success factor.
affect company's cost.
5. quick PESTEL
T echnological
•Lack of adequate technological
know-how...a balanced
combination of training for local
E nvironmental
•Growing consciousness about
environmental sustainability...
create a niche for itself here,
L
egal
•Stiff statutory obligations to be
observed...proper registration
with the appropriate authorities
hands and introduction of skilled as it did in the UK. Hence, like CAC, NAFDAC and so on
expatriates is recommended. recyclable packaging, less should be observed to avoid
waste-making machinery and problems with the law.
•Poor infrastructures...electricity, environment friendly system
transportation and so on are should be used to operate
crucial issues that should be manufacturing.
planned for.
6. quick SWOT
S trengths
•Pedigree...Market leader in UK, controlling about 77.5% of the UK
smoothie market.
W eaknesses
•Premium Pricing...Due to high
cost of production accrued from
sourcing logistics, innocent
•Product development...Rich product range which incorporates 30 smoothies entered into the
recipes that cater for a diverse market. premium product class and
therefore, remain out of the reach
•Product quality...Each smoothie is made from natural fruits precisely of a large number of the populace,
sourced from high quality suppliers. who in turn, fall into the hands of
competition.
•Ethics...100% recycled bottles and 25 percent recycled paper for its
labels. •Brand extension...The Innocent
brand’s fixation on only healthy,
•CSR...Funding rural development projects in the countries where the natural fruit products prevents it
innocent fruits come from. from gaining advantages from
penetrating other markets.
•Unique brand equity...A definite brand image which is quirky and
natural by using light-humoured communication consistent with the
brand’s values.
•Merger with Coke...This provides a wider platform to effectively
engaging target audience.
7. quick SWOT
O pportunities
•Undeserved market...The segment of the Nigerian food and beverage
market that Innocent smoothie will play in is largely uncharted territory.
Innocent can hence carve a niche for itself.
T hreats
•Cultural difference consideration...
The Nigerian market is considerably
not as developed as the UK market
in terms of education, propensity to
•Growing health consciousness and changing attitudes...The average be adventurous.
Nigerian consumer is becoming more enlightened and health conscious
interested in physical fitness, sound health and all round well-ness.
•Competition...The Nigerian market
•Eco-friendly movement...The movement for environmental sustainability is ripe with stiff competition.
is now huge globally and is beginning to sip into the Nigerian Smoothie will therefore need to
consciousness. The Use of renewable resources will market Innocent as emphasis its unique selling points.
eco friendly and tap into eco-friendly promotions of other such
organisations for marketing PR benefits.
•Economic factors...Due to the
on-going economic down turn and
•Technological advantage...Technological advancement is moving in the declining consumer confidence
direction of significantly aiding stable levels of agricultural products
growth and maintaining operation smooth. With the new technology it triggered by the numerous
could be easier to source for quality fruits for the innocent brands. falsehoods of brands in the market,
disposable income has decreased.
A penetrative pricing strategy
should therefore adopted by
Innocent as it launches.
8. competitve landscape
The competitive landscape within the Nigerian food and beverage
industry is quite tense and populated with several brands, both
organized and unorganized, occupying various strongholds.
Some of the key competitors within specific categories include:
Juice Category
And more....
Chi Exotic
Five Alive
Fumman
Chivita
Frutta
Soda Category
And more....
Five Alive
Lacasera
Fayrouz
Sprite
Pepsi
Fanta
9. Amstel Malta
Hollandia
Malt drinks
youghurt Five Alive
Malta
Guiness
Milk drinks / Youghurt
Nutri milk
Health drinks / Energy drinks
Lucozade
competitve landscape
Maltina
Viju milk
And more....
Malta Gold
And more....
Red Bull
Power Horse
And more....
10. consumer landscape
Though a new entrant in the Nigerian market, the projection is that the price of
Innocent smoothies will relatively be on the high side due to such factors as,
cost of establishment, cost of production, and sourcing logistics.
Hence, the core of the target of Innocent will constitute of enlightened urban
dwelling trendy individuals who are quite busy and on the move
but who are health conscious and desire not just sound health
but all rounded wholesomeness.
However, because of its premium pricing, it will be targeted at mid to high income
earners. Nevertheless, due to Innocent smoothie's wide product range, the target
audience is not restricted to any age bracket as it incorporates individuals of varying ages,
from children to adults.
Consumer mind set
In a market currently swamped by numerous brands parading sugar as juice; where the
knowledge of the effects of excessive consumption of sodas and energy drinks is well
known; where consumer trust has been shaken consumers will be pleased to find a new
refreshing option. They will be willing to pay value for money.
11. market gap
From the foregoing slides, the key market gaps that we will strive
to capitalize on include:
Growing Health Consciousness Absence of brand truths
The Nigerian consumer is becoming more Yes the market is saturated with a wide variety
enlightened and health conscious. They want to of well established fruit drink brands. But we
look and feel healthy...nobody wants to die at 40 call them imposters because they are insincere
anymore (Oh well, at least we try to believe so). about the compositions of the content of their
drinks (Maybe a little whistle blowing will do the
trick).
13. campaign structure and flow
Campaign structure and flow
Post-Launch
sustenance
campaign
(on-going)
Launch
campaign
(1week)
Pre-Launch
teaser
campaign
(2months)
14. pre-launch (teaser)
The Campaign: Rationale:
“What’s a smoothie? In a minute” To educate the Nigerian market
To showcase innocent and its benefit
The Idea: To generate talk value
Members of the public will be challenged To stir up curiosity
to showcase their knowledge of what a To reward
smoothie means and what it stands for To prepare the ground for the launch
in creative ways. Entries should come in
audio, video or any other format, but it Media:
must not exceed 1minute. Entries will be Television, radio, press,OOH, online advertising
uploaded tothe innocent website by (Social media fanpages and advertising;
contestants. website marketing etc)
Prize: Pictures of the Fruity tower
The top 3 winners will be flown to the
UK for a tour of the Innocent fruit tower in
London.
Target:
The general public
Duration:
2months
15. pre-launch ad suggestion
What’s a smoothie
?
? If you know, let us know
But let us know in style
Tell your smoothie story creatively and maybe even crazily, in just
1minute and stand a chance to taste London.
For more info, please visit
http://www.facebook.com/pages/Smoothie-Innocent/1995318892
http://innocentdrinks.typepad.com/
www.innocentdrinks.co.uk
16. launch
The Campaign: Duration:
“Taste Innocent. Taste trend” 1week
“Touch and Taste Innocence”
“Health and Trendy” Location:
Gyms, recreation centres, shopping malls,
The Idea: selected hospitals and pharmacies and so on.
The campaign gets more intimate and
engaging at this point. This applies Rationale:
the touch and feel approach to enable To engage consumers directly
consumers have a feel of innocent To get consumer feedback
smoothies. Innocent experience hubs To generate talk value
will be created at selected places across To win consumer trust
Nigeria and consumers will be invited
to come have a taste. Crucial direct
consumer feedback can be gotten on Media:
how to improve the products for this Television, radio, press, billboards, OOH, fliers,
market. This will end with a well online advertising (Social media fanpages and
publicised grand launch event for the advertising; website marketing etc)
innocent smoothie brand.
Target:
Mid to high income earners.
17. launch ad suggestion
Indulge your taste buds
In nocent. Taste
Tr
ste
en
Ta
d
Wherever you see stop by for a taste!
From Monday 21st of January to Friday 25th 2013,
“Innocent smoothie taste hubs” will be located at the following spots
Shoprites centres Silverbird cinemas Ozone
and more....
For more info, please visit
http://www.facebook.com/pages/Smoothie-Innocent/1995318892
http://innocentdrinks.typepad.com/
www.innocentdrinks.co.uk
18. post-launch sustenance
The Campaign: Rationale:
“Be what you drink!” To establish a psychological connection
between the brand its consumers enough to
The Idea: motivate trial, purchase, repeat patronage and
Yes, nutritionists tell us that what loyalty.
one eats and drinks impacts on how
one looks and feels about oneself. Media:
Consuming healthy substance is no Television, radio, press, billboards, OOH,
morejust about being health, it’s fliers, online advertising (Social media
about the feeling of wholesomeness fanpages and advertising; website
that it engenders; it’s now about self- marketing etc), personal selling, direct
perception and projection; it’s about marketing,
the mental leap, the extra bounce to
ones walk that is triggered by the Duration:
knowledge that one is healthy. On-going
Target:
Mid to high income earners.
19. post-launch ad suggestions
n k
o u Dri
h at Y
Be W
Be What You Drink
Be
Ele Be Active
ga n
t
100% natural and delicious
Innocent smoothies make it easy to do
yourself some good!
http://www.facebook.com/pages/Smoothie-Innocent/1995318892
http://innocentdrinks.typepad.com/
www.innocentdrinks.co.uk
100% natural and delicious
Innocent smoothies make it easy to do
yourself some good!
http://www.facebook.com/pages/Smoothie-Innocent/1995318892
http://innocentdrinks.typepad.com/
www.innocentdrinks.co.uk
