This document outlines the marketing plan for launching a new ginger-flavored malt drink called FIFA Ginger. It provides a situation analysis of the malt drink category and FIFA's existing 30% market share. The positioning statement positions FIFA Ginger as "The Healthy Life" due to its lack of artificial flavors, lower sugar, use of original ginger, and ability to provide energy and overall wellbeing. An agency brief, budget, and conclusion are also included to guide the promotional campaign for the new product launch.

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

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

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

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

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

6. Positioning Maps

7. Positioning Map

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

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

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

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

12. Question

13. END