The document summarizes a marketing campaign plan for VOSS water in Australia. Currently, VOSS relies heavily on social media marketing with little traditional advertising. The campaign aims to address this by implementing traditional advertising strategies to supplement existing online efforts and increase sales by 5%. The target audience is women aged 18-45 interested in health and social image. Strategies will include magazine ads, billboards, sponsoring events, and point-of-purchase displays to increase brand recall and position VOSS as a luxury brand that provides social status. The budget for the integrated campaign is $1,192,703.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
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Presentation on Cola Wars between Coke and Pepsi
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P.S- Please feel free to share your views in comments.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Presentation on Cola Wars between Coke and Pepsi
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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.
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Izze Sparkling Juice | Advertising Final Project Peter James
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A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
Nespresso case analysis for a Channel Management course within IE Business School's Master in International Management marketing specialization. Delivered to Professor Fernando Cortinas and Professor Maria Teresa Aranzabal Harreguy.
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BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
Izze Sparkling Juice | Advertising Final Project Peter James
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At alkalife, we help retailer who attract health conscious customers, increase their profit. While alkalife may look like a regular bottled water, it's actually a health product. So many of our customers have found relief from conditions such as indigestion, heartburn, reflux, arthritis and more. What can it do for you and your customers?
For an advertising class, a team of five students worked with the San Pellegrino brand to craft an advertising campaign complete with original targeted advertisements on multiple mediums. Attached is a presentation that was reviewed by the creative team at Ogilvy & Mather responsible for San Pellegrino.
Please type out the answers.Marketing Plan Wate.docxLeilaniPoolsy
Please type out the answers.
Marketing Plan: Waters Bottling Company
Romeo Joson
M1 A3
The Waters Bottling Company (WBC)
Introduction to Marketing
Marketing Mix
The water bottling company is comprised of the following approaches to distribution, pricing, promotion and distribution and the customer service
Pricing: The scheme of pricing is designed greatly to undercut the cost incurred per gallon of the purified water when compared to the bottled water. The pricing will be competitive with other filtration systems that are currently in the market (Halinen, 2012)
Distribution: WBC will be responsible for product distribution of bottled water to the home of the customers. It is the expectation that the route delivery person will have an approximate of 40 deliveries per day or an amount equivalent to 400 per month. One of the delivery people will be added when the number of the monthly deliveries will be required at the start and addition delivery will be added if the monthly deliveries exceed 1600 which is more of anticipation at the end of the four month of the business (Halinen, 2012).
Advertising and Promotion: The business model of marketing will be based on networking. This will rather be done in the context of a diverse community organization that WCB is active in. WCB intends to advertize the free trial offers by radio ads, door hangers, and the coupon packages. The existing competitors do not invest in advertising thus leaving the market open to WCB.
Customer Satisfaction: This element of the marketing mix will be attended to with utmost attention. One premise of the business model is generating sales based on prior actual relationship. Thus, WCB will ensure total customer satisfaction in order to safeguard future sales as well as maintaining a contact. To support customer retention, WCB will offer better products at favorable price (Armstrong, Adam, Denize, & Kotler, 2014).
The Marketing Environment
Following the flood that happened in Munsonville, the water supplies are still suspected making many residents turn to the bottled waters for health reasons. Nevertheless, even before the flooding, the demand for bottled water was growing
Potential Customer: Since the delivered water is relatively inexpensive, any household virtually can afford the bottled water at their homes. The cost of rent cool is $10 per month where an average family drinks about 20 gallons per month which amount to 4 to 5 bottles with a total monthly cost of about $30.
The size of the Market: Bottled water covers an area of about 17,571,067 gallons per year.
Competition: The operational environment of this company aims to counter attack about 12 bottled distributors listed in Willmenia yellow pages. Nevertheless, just seven companies are engaged actively in office and home delivery of the drinking water. The other five companies are the sales equipment of the sales. The three largest competitors are Crystal water, Nakuwell water, and blue spring waters.
Marketing .
Running head BUSSINESS PLAN DRAFT1BUSSINESS PLAN2Bu.docxsusanschei
Running head: BUSSINESS PLAN DRAFT
1
BUSSINESS PLAN
2
Business Plan Draft
BUS 599
Avery Clementin
Dr. Daniel Goldsmith
November 29, 2016
TABLE OF CONTENTS
COMPANY DESCRIPTION AND SWOT ANALYSIS 3
COMPANY NAME AND SIGNIFICANCE 3
WEFIT’S COMPANY MISSION STATEMENT 3
TRENDS IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY 3
WEFIT’S STRATEGIC POSITION 4
OVERVIEW OF WEFIT’S DISTRIBUTION CHANNELS 5
RISK ANALYSIS OF WEFIT COMPANY 5
SWOT ANALYSIS 6
MARKETING PLAN AND SALES STRATEGY 6
SALES STRATEGY 7
COMPANY’S TARGET MARKET 8
ANALYZE THE TYPES OF CONSUMERS 8
COMPANY’S MARKET COMPETITION 10
COMPETITION FACTORS 11
JUSTIFICATION OF COMPANY STRATEGY 11
WEFIT DIET DRINK FIVE FS 12
ETHICS AND SOCIAL RESPONSIBILITY 13
COMMITMENT OF THE COMPANY 13
EFFECTS OF WEFIT ACTIVITIES ON THE ENVIRONMENT AND HOW TO MITIGATE THEM 13
CHOICE OF PACKAGING 13
DISPOSAL OF BOTTLES 14
HEALTH ISSUES 14
COMPANY’S PLAN TO REACH THE APPROPRIATE MARKET 15
BUSINESS PLAN FINANCIALS 15
STRATEGIC FINANCIAL PLANNING TECHNIQUES 15
BUDGETING 16
PRICING ANALYSIS 16
EVALUATING COSTS 16
CASH FLOW MANAGEMENT 17
PERFORMANCE ANALYSIS 17
REFERENCES 18
Company Description and SWOT Analysis
Company Name and Significance
The name of my Non- alcoholic beverage (NAB) company is WeFit Diet Drinks. This company deals with the production and the manufacturing of the non-alcoholic beverages that have zero calories content. The significance of this beverage is to provide soft drinks to the people who enjoy the various tastes of different sodas, but they are no longer willing to indulge in drinks that have the calories as a measure of ensuring a healthy lifestyle. This company will provide drinks with different flavors just like the other sodas. These drinks will aid in meeting the needs of the people who have decided to adopt healthy lifestyles such as avoiding the high-calorie content drinks.
WeFit’s Company Mission Statement
The mission statement of the WeFit Diet Drinks is to ensure the provision of sophisticated and inviting diet soft drinks that do not mislay the authenticity of the people health habits. As a company, we are committed to ensuring that we meet the various needs of our customers through the provision of high-quality products, to ensure that they are satisfied and also provide a high level of professionalism. In addition to this, we are also aiming at making a difference and ensuring the creation of value as a company.
Trends in the Non-Alcoholic Beverage Industry
One of the trends in the non-alcoholic beverage industry is that there is a revolution whereby the sugary drinks and juices sales are likely to slip. This is a result of the increasing need for the development of new and healthy beverages and other brands that are much healthier than the prevailing ones. In the developed countries, many people have become more sensitive to health ...
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
What trend(s) are having the most significant effect on packaging and design?BBrand Design
There are numerous trends impacting packaging and design. From health, sustainability, seemingly handmade and bespoke offers, down to crazy new flavour combinations.
Running Head COMPANY DESCRIPTION AND SWOT ANALYSISCOMPANY DESCR.docxhealdkathaleen
Running Head: COMPANY DESCRIPTION AND SWOT ANALYSIS
COMPANY DESCRIPTION AND SWOT ANALYSIS
Company Description and SWOT Analysis
LaShondra Jackson
Dr. Andrea Banto
Strategic Management
July 21, 2019
Company Name and its Significance
A company name should be distinctive, extendable, and easy to identify and pronounce, and also provide an idea of the products offered by the company (Wheelen, Hunger, Hoffman & Bamford, 2017). The company name which I have chosen is KoolSprings Water Company. The significance of the name KoolSprings Water Company is that it gives an identity of the company and what it will do for business. The company will be focused on providing drinking water to the market and therefore choosing the name KoolSprings Water Company is ideal for the business. The name is also self explanatory of what the company activities are and therefore it is important because customers will be able to easily identify it.
Beverage to be produced
The company will be packaging non-alcoholic beverage which is bottled water for its customers. The product is ideal for the company to produce because it has a ready market as customers buy drinking water each and every time. The key ingredient for the product is simply water. Most people prefer pure bottled drinking water without any added ingredients and this is the main product to be packaged. Also there will be vitamin bottled water where the pure drinking water will be added some flavors to it. The flavors which will be added are lemonade and mixed berries which will include strawberries, blueberries and raspberries. Lemonade flavor is one of the most preferred water products during the summer period while mixed berries water is one of the well balanced water flavors which can be produced.
Company’s Mission Statement
A mission statement is a brief statement of why the company exists to do. It will define the values of the company, culture, plan, essential goals and also ethics (Wheelen, Hunger, Hoffman & Bamford, 2017). The mission statement of the company is “At KoolSprings Water Company, our mission is to refresh lives by providing efficient and reliable products which meet the customer standards as we strive to be the world leader in offering pure bottled drinking water”.
Trends in Non-alcoholic Industry
In 2019, consumer wellness and health has increased which has created a lot of impact in the beverage industry at large. Studies by UCL indicate that 36% of people aged between 16-24 years are now abstaining from alcohol ("More young people abstaining from alcohol, and others drinking less", 2019). Beverage companies therefore are now tasked with developing new products which are not only non-alcoholic but which are in match with the current trends of health and wellness of the consumers. The trends include:
Functionality
Non-alcoholic industry has recorded an increase in new products which come with functional benefits. Customers require products which will be of benefit to them i ...
1. P a g e 1 | 25
1.0 Executive Summary
Traditional advertising of VOSS water 800ml glass thus far has been minimal in Australia, with a strong reliance on
social media and word of mouth. This has proved to be somewhat successful. However it has been noted that
traditional marketing, keeping in line with the VOSS image, has the potential to increase brand recall and
circulation.
Therefore, the key marketing problem identified through the research is lack of traditional advertising in Australia.
The primary opportunity to be addressed is to implement traditional advertising and other marketing strategies to
supplement the pre-existing online advertising.
To set the marketing objective, the SMART goal setting method has been used to formulate the campaign
objectives; to increase sales in Australia by 5% through traditional media and other marketing activities within the
campaign budget by the end of 2015 financial year.
Communication objectives include the following; VOSS falls under the category of luxury water, therefore it already
satisfies the category need. To increase brand recall, the mentality of the consumers must be altered from “I want a
bottle of water” to “I want a bottle of VOSS”. Brand attitude must be positively oriented towards sensory
satisfaction and social approval, while negatively oriented towards removing the need of thirst. The brand purchase
intention will be a major focus of our campaign.
The target audience for our campaign would be women ranging from 18-45 years of age with particular interest in
health and perceived social image.
The campaign budget is $1,192,703.
It is anticipated that throughout the campaign, magazine advertisements will appear in various luxury magazines and
billboards will be located across the Eastern suburbs of Melbourne. Other integrated marketing communications
(IMC) activities will include Point of Purchase VOSS fridges located at the counters of luxury retailers and the
sponsorship of the Portsea Polo.
2. P a g e 2 | 25
Table of Contents
1.0 Executive Summary .......................................................................................................................................1
2.0 Introduction..................................................................................................................................................3
3.0 Current Situation Analysis..............................................................................................................................3
3.1 Background Research and Analysis.............................................................................................................3
3.2 External Research and Analysis ..................................................................................................................3
3.3 Macro Environmental Factors.....................................................................................................................4
3.4 Competitive Analysis..................................................................................................................................4
3.5 Consumer Behaviour Analysis ....................................................................................................................5
3.6 Current Brand Item Evaluation...................................................................................................................5
3.7 SWOT Analysis..........................................................................................................................................6
3.8 Key Marketing Problem or Opportunity ......................................................................................................7
4.0 Key Strategic Decisions..................................................................................................................................7
4.1 Marketing Objectives .................................................................................................................................7
4.2 Communication Objectives ........................................................................................................................7
4.3 Positioning ................................................................................................................................................8
4.3.1 Perceptual Map....................................................................................................................................8
4.3.2 Rossiter & Bellman’s TCB Model .........................................................................................................8
4.4 Campaign Target Audience........................................................................................................................8
4.4.1 Buyer behaviour...................................................................................................................................8
4.5 Campaign Budget......................................................................................................................................9
4.6 Brand Personality / Character .................................................................................................................. 10
5.0 Creative Strategy.......................................................................................................................................... 10
6.0 Media strategy............................................................................................................................................. 12
6.1 Magazines ............................................................................................................................................... 12
6.2 Billboard ................................................................................................................................................. 14
6.3 Media Schedule ....................................................................................................................................... 15
7.0 Other IMC Activities.................................................................................................................................... 16
7.1 Point of Purchase Displays ....................................................................................................................... 16
7.2 Sponsorship Marketing ............................................................................................................................ 17
8.0 Evaluation and Control ................................................................................................................................ 18
9.0 Conclusion.................................................................................................................................................. 19
10.0 Reference List............................................................................................................................................ 19
Appendix - Creative Brief Template................................................................................................................... 22
3. P a g e 3 | 25
2.0 Introduction
VOSS is a luxury water brand that is renowned around the world for its unique glass bottle design. The 800ml glass bottle
product has recently been introduced to the Australian market and has gained popularity mainly through word of mouth and
the social media account of influential lifestyle, fashion and fitness bloggers. In order to meet the marketing and
communication objectives, a campaign has been devised to ensure the VOSS brand reaches its full sales potential.
3.0 Current Situation Analysis
3.1 Background Research and Analysis
The story of VOSS water began with the vision of two boyhood friends Ole Christian Sandberg & Christopher
Harlem, in Oslow, Norway. Ole and Christopher decided to bottle the pure Norwegian water and from there on in,
VOSS was born (VOSS a, 2014).
VOSS water has been widely popular overseas through implementation of strategic marketing of the bottle design
and water quality, through traditional and online advertising campaigns. Upon introduction into Australia, VOSS
was exclusively stocked at upmarket hotels and restaurants however this brand item has recently expanded into the
more accessible markets of Woolworths, Coles and other grocery retailers (VOSS h, et al 2014). VOSS offers a range
of products, including still and sparkling water in PET and glass bottles and in a variety of sizes (VOSS c, et al 2014).
However, this report will focus on the 800mL still glass bottle.
VOSS takes pride in their values of purity, producing naturally pure water; distinction, the iconic design and
responsibility, commitment to providing safe and accessible drinking water to Sub-Saharan Africa through the
VOSS Foundation (VOSS f, et al 2014). VOSS also sponsors other projects such as the Denton Landfill Gas
Project, and aims to keep environmental and social responsibility (VOSS j, 2014).
Traditional advertising thus far has been minimal in Australia, with a strong reliance on social media and word of
mouth. This has proved to be somewhat successful. However, it has been noted that traditional marketing, keeping
in line with the VOSS image, has the potential to increase brand recall and circulation.
3.2 External Research and Analysis
“The Bottled Water Manufacturing industry consists of establishments that manufacture or bottle purified, spring or
functional water. Establishments that manufacture soft drinks, fruit juice, alcoholic beverages or milk drinks are
4. P a g e 4 | 25
excluded from the industry. Also excluded are firms that are mainly engaged in the supply of water by pipelines or
mains” (IBIS World 2014).
Demand for bottled water has been caused by population growth and ongoing consumer desire for healthy,
convenient beverages that can be consumed on the go. Johnson (2007), further states that factors contributing to
the ballooning industry are: lifestyle changes and shifts towards convenience purchasing, concerns with quality of
tap water, greater disposable incomes and selected venues providing only bottled, not tap water. The bottled water
industry has come under scrutiny due to its contribution to negative impacts on the environment. This is linked to
an increase in environmentally conscious consumers who are concerned about the sustainability of the rapid growth
of the industry.
As per the International Bottled Water Association (IBWA), still water accounts for the majority of bottled water
sales in much of the world. Meanwhile, plastic packaging is preferred over glass in almost every country. The
preference for plastic water bottles over glass bottles poses a challenge for the marketing team at VOSS.
3.3 Macro Environmental Factors
The proliferation of bottled water contributed to 5% of Australia’s total beverage manufacturing revenue, between
2006 – 2007, with a 12% revenue growth totalling $627 million (Johnson, 2007). The bottled water sector has also
been coerced by the consumer’s concern with their environmental footprint (IBIS 2014), which Voss has the
capacity to combat with its reusable glass vessel; addressing ecological concerns and reducing harmful toxins found
in the reuse of plastic bottles (IBIS 2014).
Competition in the bottled water industry, following the deluge of private-label brands has imbued volume growth
and increased availability to purchase through competitive price (IBIS 2014).
3.4 Competitive Analysis
The main direct competitors of VOSS include: Fiji Natural Artesian Water, San Pellegrino and Antipodes. Fiji
Natural Artesian Water has large presence in Australia, due to advertisements on television and in magazines. This
has been identified as a strength of the brand, as Fiji Water is ranked second most popular water brands in the
world (Gayot 2014). Antipodes is known for its high-quality water, distinctive bottle and branding which is only
available at restaurants, bars, gourmet food stores and fine wine outlets (Antipodes Water Company 2014). An
existing weakness for Antipodes is that it is unavailable at supermarkets. The strength of San Pellegrino is that the
product has a high rate of growth, which can lead to a competitive advantage (Advisorgate swot 2014).
5. P a g e 5 | 25
Indirect competitors of VOSS include other beverage categories such as, iced tea, soft drinks, energy drinks,
alcohol, juices, and coffee. These indirect competitors affect the consumers’ preference of beverage choice. Factors
that may alter the consumer decision making process include the time of day, occasion/event and customers
individual taste.
3.5 Consumer Behaviour Analysis
VOSS has positioned itself as an ultra-premium and high quality brand for its pure taste, making it an excellent
pairing with fine wines and food. Currently, the core consumer is female, aged 18 - 38 years old,
professional/college educated very sophisticated luxury conscious whose interest in VOSS keeps the brand fresh
and visible as well having a high disposable income. The current market are favourable brand switchers, depending
on current fads.
A target audience profile has been created to further paint the picture. Mona Vigdis is a 32 year old working
psychologist in Melbourne’s CBD. She often loves to have dinners and enjoys a night out, and all the finer things in
life. As she lives a healthy lifestyle Mona spends three days a week in the gym. She also takes pleasure in shopping in
the most exclusive boutiques such as David Jones, Armani exchange and Chanel. Mona occasionally invites her
girlfriends over for a night in and provides a fruit platter and VOSS water, as well as when she is on her own Mona
would be reading Vogue Magazine or a book with VOSS water by her side.
3.6 Current Brand Item Evaluation
Product - The product is made of a “luxurious” clear, glass material and a sturdy light gray colored lid that fits in
line with the circumference of the bottles body. This has created a classy, streamline look. The bottle has the
“VOSS” logo printed directly onto the glass in a light grey, lower case font down the side of the bottle. The VOSS
water comes directly from a previously untouched natural aquifer beneath the surface of the earth and is naturally
filtered, so it remains free from contaminants such as air and pollutants. The water of VOSS is artesian water
directly from Norway, and the water meets the required quality and safety standards of Norway, US and
international law. Additionally, the VOSS signature cylindrical shape is proprietary property and trademarked, so no
other beverage brands can use the same shape. This represents the exclusivity of the water and differentiates VOSS
from its competitors. Benefits of the VOSS 800mL product include that the glass is safer for multiple uses due to
the absence of the release of harmful toxins into the body that may occur when using plastic/PET bottles. Another
benefit is that the water is prided on being completely natural and free from added minerals and preservatives.
A problem that consumers have found with this brand item is that the glass material of the bottle is quite heavy to
be used on the go, which may limit convenience purchases.
6. P a g e 6 | 25
Place - VOSS water is currently stocked at various luxury hotels and restaurants, such as Crown, Hyatt and Star
City, as well as recent introductions into mainstream retailers such as Dan Murphy’s, Coles and Woolworths. Fine
Wine Partners is the Australian company that acts as a stockists and distributor of VOSS water in Australia. Voss
can also be purchased online through the official Voss website and other avenue such as Amazon, oo.com.au,
ozbuy.
Price - Voss 800mL still variety was originally sold in the David Jones for $10.95 four years ago in 2010 (The Daily
Telegraph, 2010). This may have been a marketing technique to penetrate the market at a high price. The brand item
currently retailed at $3.90 at Dan Murphy’s (Dan Murphy’s, 2014).
Selling the VOSS water at such a high price in 2010 compared to today is an example of premium pricing.
Promotion - Little to no evidence of traditional advertising in Australia is found. However, Voss had a campaign
titled ‘go deeper’, which raised awareness of the brands ethical and socially responsible efforts as well as the Voss
Foundation (Zmuda, 2012). This campaign was not available in Australia. There is a large amount of online
awareness of the VOSS 800mL bottle on Instagram, Tumblr and other social networking avenues. This is the
primary promotional tool of the brand item, and can be categorised as online word of mouth. Whilst this has been
successful, there appears to be a gap in the promotional strategy in terms of traditional media.
3.7 SWOT Analysis
A SWOT analysis has been completed to compliment the internal and external of VOSS.
Strengths
● The sophisticated and innovative design of the bottle provides a symbol of luxury.
● The brand promotes a healthy lifestyle with water free of impurities and harmful minerals.
● Their bottles are more practical for reuse due to the sturdy glass bottle.
● VOSS portrays as socially and environmentally-concerned image, through the VOSS Foundation.
● Another important strength of VOSS is their strong social media presence with almost 13,000 Instagram
followers and over 200,000 likes on Facebook
Weaknesses
● The market for expensive water is very confined and is viewed as a luxury, not a necessity. .
● The weight and height of the bottle may inconvenience consumers and deter from convenience purchasing.
● The market for expensive water has the potential to be temporary, such as a ‘fad’, or a ‘craze’. due to large
monetary outlay
7. P a g e 7 | 25
● While the bottles are recyclable there is no guarantee that they will be recycled if the right action is not taken
by the consumer; 80% of the water bottles consumed worldwide do not get recycled and instead end up in
landfills. In America the recycle rate for PET’s is only 23%, (Fishman et al., 2007).
.Opportunities
● The introduction of flavoured water line that remains in tune with the focus on promoting a healthy lifestyle
● Consideration of manufacturing a larger bottle variety.
● The introduction of a sports range with a more practical shaped and sized bottle or infused with additional
vitamins and minerals.
● To implement traditional media strategies into the Australian market
● To introduce other marketing strategies such as sponsorship of sporting and social events and point of
purchase (POP) advertisements.
Threats
● The bottled water industry is a highly competitive market.
● Competition from private-label waters has weakened sales, increasing volume growth.
3.8 Key Marketing Problem or Opportunity
The key marketing problem identified through the research is lack of traditional advertising in Australia. The
primary opportunity to be addressed is to implement traditional advertising and other marketing strategies to
supplement the pre-existing online advertising. Billboards, print media and well as sponsorship and POP advertising
must be introduced.
4.0 Key Strategic Decisions
4.1 Marketing Objectives
The SMART goal setting method has been used to formulate the campaign objectives.
"To increase sales in Australia by 5% through traditional media and other marketing activities within the campaign
budget by the end of 2015 financial year.
4.2 Communication Objectives
VOSS falls under the category of luxury water, therefore it already satisfies the category need. To increase brand
recall, the mentality of the consumers must be altered from “I want a bottle of water” to “I want a bottle of VOSS”.
Brand attitude must be positively oriented towards sensory satisfaction and social approval, while negatively
oriented towards removing the need of thirst. The brand purchase intention will be a major focus of our campaign.
8. P a g e 8 | 25
4.3 Positioning
4.3.1 Perceptual Map
(Prezi, 2014).
4.3.2 Rossiter & Bellman’s TCB Model
(1) Target customer: Female, aged 18-45
(2) Category Factor: Bottled Water, Luxury
(3) Key benefit factor: Social recognition and approval
Brand’s positioning statement: “To the target customer, VOSS Water is the brand of luxury water that offers the
key benefit of social recognition and approval”.
4.4 Campaign Target Audience
The target audience for our campaign would be women ranging from 18-45 years of age with particular interest in
health and perceived social image.
4.4.1 Buyer behaviour
Physical surroundings - Luxury retailers have been selected as the POP display locations due to their ambience
and to increase consumers' propensity to spend.
Situational factors - Consumers are more likely to purchase VOSS in public situations, such as a social dinner,
where the beverage of choice is in sight.
Temporal perspective - The sponsorship of major social events such as the Portsea Polo, which occurs during the
summer, will remind the target audience to quench their thirst with a bottle of VOSS.
Antecedent states - Temporary states such as thirst, may encourage the target audience to purchase VOSS.
9. P a g e 9 | 25
Creative target: It has been found that women buy products for the entire household and as a result will purchase
VOSS for their family members and male partner.
4.5 Campaign Budget
A combination of budgeting methods, as prescribed by Chitty. et al (2012), have been used to establish the
campaign budget.
Firstly, the percentage-of-sales budgeting method has been used, where the budget is equal to a fixed percentage of
past or anticipated sales volumes. A limitation to the budgeting process is that Australian stakeholders do not have
access to the financial reports of VOSS so some estimates have been made. Anticipated sales has been chosen as a
base for the budget as it is more reflective of the purpose of our budgeting i.e. The future growth of sales.
According to IBIS world, the bottled water industry makes $711M per annum in revenue, with 34 businesses
competing in the Australian market.
(Ibis World, 2014).
Mathematical workings are detailed below.
($711M*1.037)/34= $21.7M potential sales for VOSS.
Advertising = f(sales)
Advertising = 10% increase in sales * ($21,685,500)
Advertising = $23,854,050
Advertising = 5% * ($23,854,050)
Advertising = $1,192,703
Therefore, the campaign budget is $1,192,703.
Secondly, the competitive parity method sets the campaign budget by basically following what competitors are
doing. A company may learn that its primary competitor it’s spending 10 per cent of sales on advertising and then
decide next year to spend the same percentage advertising its own brand. On the other hand, armed with
10. P a g e 10 | 25
information on competitors' spending, a company may decide to exceed its expenditures. Unfortunately, advertising
budgets of competitors such as Coca Cola Amatil and Schweppes are not publicly available.
Affordability and competitive considerations influence the budgeting decisions of all companies where only the
funds that remain after budgeting for everyone else are spent on advertising. In this instance, we presume that the
campaign budget set would be affordable for VOSS. This is supported through VOSS' strong international market
presence and the Australian industry and competitor financial analysis performed above for the percentage of sales
method.
4.6 Brand Personality / Character
If VOSS were to be described as a human being, she would be physically active, aged 18 - 45 years of age, single,
works as a professional with a college degree. She lives in the metropolitan area, is sophisticated with a higher than
average disposable income. To further paint this image, Agnes Evans has been introduced.
Agnes Evans is a 28 year old architect working at a top tier firm in Melbourne’s CBD. She’s a yoga and Pilates
enthusiast with a particular interest in an organic and healthy lifestyle. Agnes resides in a studio apartment in Albert
Park with her stockbroker partner Johannes. Favourite pastimes of the couple include walking their smooth fox
terrier Humphrey around the Botanical Gardens, sampling Melbourne’s new up and coming restaurants and
attending gallery openings and the NGV. The couple are avid travellers with a particular interest in Scandinavia.
Grocery shopping is predominantly conducted at Thomas Dux and clothing shopping at David Jones or boutiques
in Melbourne’s CBD. Favourite magazines of Agnes are Vogue, Oyster and Architectural Digest. She introduced
the VOSS glass bottle designed by Neil Kraft to her firm after returning from a trip to Norway; now colleagues are
encouraged to keep and reuse the 800ml bottle on their desk, in attempts to reduce the use of plastic bottles and
stay hydrated. These new practices keep in line with the firm’s environmental, philanthropic and health guidelines.
5.0 Creative Strategy
Communication of the campaign will predominantly consist of transformational appeals that focus on the non-
product related benefits and emotions related to our brand item. The goal of the VOSS campaign will be to
convince our target audience that VOSS is a premium water to offer health benefits and an increase in social status
and image. This will be accomplished by strategic placements of VOSS billboards and advertisements in selected
magazines, Vogue, Belle and Gourmet Traveller. The primary mood and tone of the billboard and print
advertisements, will be minimal and eye catching, appealing to the design orientated demographic for both office
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and home use, and highlighting VOSS’s commitment to its philanthropic work through varying small texts printed
on the billboards and magazine advertisements.
A nationwide campaign spanning 3 months, from January to March 2015, will utilise a synergistic strategy
employing two different media types; traditional print media printed in magazines and two outdoor billboards
located in the Melbourne CBD on Batman Avenue and on the Peninsula Link - outbound. Messages communicated
over the various media types will be clear and consistent, encompassing interactive content with similar elements.
Print media will be employed in order to enhance customer engagement, and new and continued loyalty towards the
VOSS brand. It will specifically target customers who read premium magazines, specifically those interested in
design, food and the health culture.
The communication of the print media for the magazines will consist of a plain white to light grey gradient
background with visible, however, discreet text in a minimal, sophisticated colour and layout. The illustration of the
VOSS 800mL bottle will be the centre point of the print media and will also act as the headline for the print
advertisement. The impression of the advertisement will primarily centre on emphasising and communicating the
aesthetic nature of VOSS to the audience.
Advertising no Statement on advertisement Magazine
1 ‘Help VOSS Foundation give sub-Saharan
Africa access safe and pure drinking water’
Australian Gourmet Traveller
2 ‘Designed by Kraft’ Belle
3 ‘ VOSS is committed to providing access to
safe drinking water in sub-Saharan Africa’
Vogue Australia
The 1st and 3rd version of the text have been selected to raise awareness of the ethical benefits of the VOSS brand
to the target market. This will enable the target market to associate VOSS with a positive social contribution, as well
as a luxurious social image.
A billboard will be located on Batman Avenue and on the Peninsular Link - outbound to coincide with the
traditional media choice for this campaign and generate frequency in viewing. The billboard will display a storm like,
12. P a g e 12 | 25
grayscale background with the VOSS bottle as the centre point. This background will provide a strong image to
gains the viewers’ attention. The text on the billboard will be: “Support the VOSS Foundation in sub-Saharan
Africa”.
The URL link to the website www.voss.com is present in both the magazine and billboard advertisement to
generate awareness of the VOSS foundation and encourage customer involvement with the VOSS brand via the
website. This will have the ability to connect the target market to VOSS.
6.0 Media strategy
6.1 Magazines
Advertisements will be portrayed in “Vogue Australia” as it brings global standards of beauty to a national audience,
reaching smart, stylish females (Newscorp Australia, 2014). As Vogue being a highly recognized fashion and lifestyle
magazine having a double page spread in Vogue would be a high-quality way to introduce an advertisement of
VOSS water to the target customer.
Another Magazine that has been selected as a media vehicle is “Belle Magazine” as the content is committed to
superior design, décor, architecture, knowledge and fashionable living (Bauer Media Group, 2014).
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The final magazine determined to place VOSS adverts is the “Australian Gourmet Traveller” which includes all
premier food, travel and lifestyle concepts (Bauer Media Group, 2014).
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6.2 Billboard
Billboards will be located in the eastern side of the city at Batman Avenue and Peninsula Link (outbound).The
Batman Avenue billboard would be capable to catch consumers’ eyes while they're driving in Melbourne’s CBD. As
the billboards would be implemented in December during the summer period and friends and families would be
traveling out of Melbourne for holidays, placing a billboard on the Peninsula Link would appeal to target markets
driving to their holiday destinations. The billboard ads will also be in calibration with the three magazines.
Thousands of people will be viewing the advertisement daily and at the peak of the summer when drinking water
becomes even more important in people’s daily life.
Through these media avenues the VOSS brand is able to reach a larger audience, through greater frequency, as
currently the organisation has an extremely limited media presence in Australia.
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6.3 Media Schedule
A media schedule has been prepared that details the media planned for the campaign, dates of implementation and
costs.
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7.0 Other IMC Activities
7.1 Point of Purchase Displays
The VOSS water POP Display will include refrigerators that have been designed to replicate the signature VOSS
bottle. These refrigerators will be stocked with VOSS Still Water 800mL bottles. The refrigerators will be placed
within the stores of David Jones (Chadstone & Bourke St.), Thomas Dux, Leo’s (fine wines and foods), and one
will also be placed at the National Gallery of Victoria cafe and at the Portsea Polo. The VOSS water refrigerators,
being new to the stores, will aim to attract the customers’ eye when they are searching for a drinking, well enough so
that the customer is pulled in by the refrigerator and purchases the water.
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7.2 Sponsorship Marketing
VOSS has chosen to sponsor the Portsea Polo for 2015 in attempts to generate further reach at an event that is
synonymous with the target market VOSS intends to reach. Sponsorship of the polo will align VOSS with other
companies sponsoring the event and give the brand a springboard for creating awareness as the chosen water for
summer. VOSS will be sponsoring the Portsea Polo event, which will be occurring on Saturday 10th, January
(Portsea Polo, 2014). In sponsoring this event VOSS will provide 3 outdoor banners that will be placed around the
Portsea Polo Ground on the day of the event. VOSS will also be providing a “grey-carpet” photo shoot experience
for attendees of the event.
A grey carpet will be provided, instead of the traditional red, to symbolise the core colour of VOSS. A photographer
will be hired for the one day event. VOSS will provide a backdrop for the photo shoot, with a white background
with the words “VOSS - artesian water from Norway” in the symbolic grey colour printed in a grid-like format. This
technique will provide excitement at the Portsea Polo and those in attendance will associate the VOSS with the
event. The photos will be available for the attendees to view and save within two days of the event via the Portsea
Polo event Facebook page. The attendees are then free to use these photos as they will, with many posting the
photos onto their personal social media accounts. This will enhance the previously identified online word of mouth
technique, as the photos will be shared and viewed by the contacts of the attendees. This technique also coincides
with the identified social status awareness that the target market has. The posting of photos on social media of
specific, luxury events is an activity that is an expected behaviour by the target market.
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8.0 Evaluation and Control
A variety of message research methods will be used throughout the 2014-15 VOSS campaign to provide more valid
and reliable insights and findings.
Attitudinal measures will be used to track marketing communication efforts that are directed at enhancing brand
equity. In order to measure recognition and recall, Starch Readership Services will be utilised in order to track the
VOSS objective of increased brand awareness. This technique will be implemented once, half way through the three
month campaign.
To measure attitudinal persuasion, Millward Brown’s Link will be utilised in order to track the VOSS objective of a
positively oriented brand image. This technique will be implemented throughout the year-long campaign.
Behavioural measures will be used to track changes in the purchasing behaviour of our target market. To measure
sales response, ACNielsen’s SCANTRACK will be utilised in order to track the VOSS objective of a 10% increase
in sales. This technique will be employed throughout the year-long campaign.
Should any of the aforementioned evaluation techniques show negative results, corrective action will need to be
implemented immediately.
If brand awareness does not increase, frequency of magazine ads may need to be increased accordingly.
If a positively oriented brand image does not form as a result of the advertising implemented, the VOSS advertising
may need to be adjusted in a way that will resonate with the target audience.
If sales is found to have not increased within the parameter set of 10%, the data from SCANTRACK will be utilised
in order to implement marketing communication strategies that will change the purchasing behaviour of the target
19. P a g e 19 | 25
audience. In addition, the future 2015-16 VOSS campaign will need to be revised accordingly, taking into
consideration any failures identified in the 2014-15 campaign.
As a result of the corrective actions deemed necessary, the campaign budget may be increased accordingly through
negotiation.
9.0 Conclusion
The campaign has been tailored to the needs of the VOSS brand’s strategic objectives. Upon implementation of the
traditional advertising specified in the report, it is expected that sales will increase, and brand recall amongst the
target audience will be tremendously improved. The Australian venture is worthwhile VOSS’ significant investment
of its resources, as the return on investment will reap excellent rewards for the brand.
10.0 Reference List
Advisorgate swot, 2013, San Pellegrino, accessed 8 October 2014,
<http://swot.advisorgate.com/swot-s/33485-swot-analysis-sanpellegrino.html>.
Bauer Media Group, 2014, Australian Gourmet Traveller Magazine , accessed 1 October 2014, <http://www.bauer-
media.com.au/brands/australian-gourmet-traveller//>.
Bauer Media Group, 2014, Belle Magazine , accessed 1 October 2014,
<http://www.bauer-media.com.au/brands/belle//>.
Bottled Water Quality Report, 2013, VOSS, accessed 1 August 2014, <https://www.vosswater.com/files/VOSS-
Water-Quality-Report.pdf> .
Chitty, W, Barker, N, Valos, M, Shimp, T, 2012, Integrated Marketing Communications, 3rd edn, Cengage Learning
Australia Pty Ltd, South Melbourne, VIC.
Clouds landscapes nature grayscale overcast Caribbean skies sea Wallpaper, n.d. photograph, WallpapersWa,
accessed 5 October 2014,
<http://wallpaperswa.com/Colors/Grayscale/clouds_landscapes_nature_grayscale_overcast_caribbean_skies_sea_
118807>.
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Dan Murphys, 2014, Water, accessed 1 August 2014,
<https://www.danmurphys.com.au/product/DM_382411/voss-water-800ml>.
Fishman, Charles, 2007, “Message in a Bottle.” Fast Company Magazine: 110.
Gayot, 2014,Top 10 bottled water brands, accessed 11 August 2014,
<http://www.gayot.com/lifestyle/health/top10-bottled-water/main.html>.
IBIS World, 2014, Bottled Water Manufacturing in Australia: Market Research Report, accessed 13 August 2014,
<http://www.ibisworld.com.au/industry/default.aspx?indid=1860>.
Johnson, C 2007, Industry update: future looks bright for bottled water, accessed 2 October 2014,
<http://www.foodmag.com.au/news/industry-update-future-looks-bright-for-bottled-wa>.
News Corp Australia, 2014, Vogue Australia, accessed 1 October 2014
<http://www.newscorpaustralia.com/brand/vogue-australia/>.
Portsea Polo, 2014, Portsea Polo, accessed 8 October 2014, <http://www.portseapolo.com.au>.
Prezi, 2014, VOSS Water Final Presentation By Kine Gaare on Prezi, accessed 13 August 2014,
<hhttp://prezi.com/kqheookgxy1w/voss-water-final-presentation/>.
Rodwan, J 2013, International Bottled Water Association 2011, Bottled Water 2011: The Recovery Continues, accessed 13
August 2014, <http://www.bottledwater.org/files/2011BWstats.pdf>.
The Daily Telegraph, 2010, Voss Bottled Water at $13 a Litre Brings on a Cold Sweat, July 20th 2014, The Advertiser,
Accessed 1 August 2014 <http://www.adelaidenow.com.au/news/national/voss-bottled-water-at-13-a-litre-brings-
on-a-cold-sweat/story-e6frea8c-1225887318904?nk=94e610ff1e96d62b45fc94b2e9dbe5f2>.
VOSS a, 2014, Voss, accessed 8 October 2014, <https://www.vosswater.com>.
VOSS b, 2014, Company, accessed 8 October 2014, <https://www.vosswater.com/index.php/company/>.
VOSS c, 2014, Water, accessed 8 October 2014, <https://www.vosswater.com/index.php/water/>.
21. P a g e 21 | 25
VOSS d, 2014, Products, accessed 8 October 2014, <https://www.vosswater.com/index.php/products/>.
VOSS e, 2014, Responsibility, accessed 8 October 2014, <https://www.vosswater.com/index.php/responsibility/>.
VOSS f, 2014, ResponsibilitySocial, accessed 8 October 2014,
<https://www.vosswater.com/index.php/responsibility/social/>.
VOSS g, 2014, Environmental, accessed 8 October 2014,
<https://www.vosswater.com/index.php/responsibility/environmental/>.
VOSS h, 2014, Voss-World, accessed 8 October 2014, <https://www.vosswater.com/index.php/voss-world/>.
VOSS i, 2014, Brand-Values, accessed 8 October 2014, <https://www.vosswater.com/index.php/company/brand-
values/>.
VOSS j, (2014) ‘ResponsibilityProjects’, accessed 8 October 2014,
<https://www.vosswater.com/index.php/responsibility/projects/>.
Voss Still Bottled Water, n.d. photograph, World Market, accessed 5 October 2014,
<http://www.worldmarket.com/product/voss+still+bottled+water.do>.
Voss, n.d, Slver True and Blue, accessed 5 October 2014,
<http://silverandtruebluebattle.wordpress.com/sponsors/voss-logo/>.
Wikipedia, 2014, Antipodes Water Company, accessed 8 October 2014,
<http://en.wikipedia.org/wiki/Antipodes_Water_Company>.
Zmuda,N. 2011. Behind the Campaign: Voss Breaks First Major Consumer Push, News - Advertising Age, 2014, Accessed
13 August 2014, <:http://adage.com/article/news/campaign-voss-breaks-major-consumer-push/227862/.>.
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Appendix - Creative Brief Template
Details
Document your Tutorial Time, Brand Item, Group Members and Group Name.
Tutorial Time: Monday 1:30PM.
Brand Item: VOSS Still Water 800mL (Glass).
Group Members: Natasha Rapacciuolo s3381576, Harriet Lade s3382528, Nikolina
Hercegovac s3382937, Jessica Corso s3333720, May-Lin Lee s3239881, Valentina Nunic
s3432313.
1 Background / Overview
What is the background to this job? As the client, you need to explain the job to the agency
(e.g. launch a new product, gain back lost sales etc.). What's the big picture? What's going on
in the market? Anything happening on the client side that the creative team should know
about? Any opportunities or problems in the market? Provide inspiration and insight in your
description.
VOSS is a premium water brand, coming from an artesian source in Norway with low
minerals and impurities. The glass bottle, designed by Neil Kraft, is VOSS'
differentiating feature and is sleek and sophisticated. VOSS has created the VOSS
Foundation to support communities in Sub-Saharan Africa to have access to pure and
safe drinking water. VOSS is a relatively new introduction to the Australian market.
It has been quite successful through word of mouth and social media. However, there is
a lack of advertising for this brand item. It is proposed that an increase in the
rotation and distribution of advertising will result in an increase in sales of 10%
within the 2014-2015 financial year.
2 Marketing & Communication Objectives
The brand’s marketing objectives such as sales, profit, market share or volume goals.
Communication objectives relate to what the communication needs to accomplish (e.g.
change awareness, attitude, opinion, consideration or perception, etc… including quantitative
measures, what consumers are expected to think, feel or do.
VOSS' marketing objective is a 10% increase in sales for the 2014-2015 financial year.
As a result, the communication objective for this product is to increase brand
awareness through increased promotion efforts. There has been no traditional
advertising campaigns in Australia for VOSS, and this is an area we would like to
focus on. An additional communication objective is that the increased promotion should
create a positively oriented brand image towards sensory gratification and social
approval. The promotion strategies should reinforce VOSS as a consumer's first choice
of premium brand water and enable the target audience to understand the symbolic
performance of VOSS in relation to social status and image.
3 Corporate and / or Brand Positioning
Taken from the corporate and / or brand line positioning. You must remind creatives that their
creative work must reflect the brand’s established positioning against competitive brands.
Include a simple positioning statement: To the target customer (T), Brand X is the brand of
category need (C) that offers the key benefit (B)?
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VOSS' target customer demographics are educated professional females, aged 18-45. The
category factor is luxury bottled water and the key benefit factor is social
recognition and approval. VOSS' positioning statement is "To the target customer, VOSS
is the brand of luxury water that offers the key benefit of social recognition and
approval."
4 Brand Character / Personality
The key phrases or terms which describe the personality the brand should consistently portray.
How do you want to speak to your target audience? You need to think as if your brand was a
person, how would you describe them? You should communicate what the voice and
personality of the campaign will be.
The character portrayal of VOSS: Agnes Evans is a 28 year old passionate business
woman. She is a fitness enthusiast with an interest in maintaining a healthy
lifestyle. Agnes resides in a studio apartment and her favourites pastimes are
sampling Melbourne's up and coming restaurants and Cafes. She shops predominately at
Thomas Dux and David Jones, as well as boutiques in Melbourne's CBD. Her favourite
magazines are Vogue and Architectural Digest. She introduced the VOSS Still Water
800mL Glass bottle to her firm after returning from a trip to Norway; now colleagues
are encouraged to keep and reuse the VOSS bottle on their desk in an attempt to reduce
the use of plastic bottles and stay hydrated while benefiting the environment.
5 Target Audience Profile
Behavioural (Brand Loyalty), demographics, psychographics and lifestyle of the target
audience (e.g., first time buyers, cautious buyers, brand loyalty status etc.). Give the typical
target audience member name, make it easy for the agency to relate to target customer.
Incorporate all key elements of the target audience into a clear and inspirational description.
The character portrayal of VOSS' target audience profile: Mona Vigdis is a 32 year old
professional psychologist in Melbourne's CBD. She often loves to have dinners and
enjoys all the finer things in life. As she lives a healthy lifestyle, Monda spends 3
days a week in the gym. She also takes pleasure in shopping at the most exclusive
boutiques such as David Jones, Armani Exchange & Chanel. Monda occasionally invites
her girlfriends over for a night in and provides a fruit platter and VOSS Water. In
her downtime, she would be reading Vogue or a best seller book with a bottle of VOSS
by her side.
6 Key Differentiated Benefit / Main Message / Communications Focus
What is the key benefit [key relevant differentiated benefit (RDB)]? What is the most important
message that must be communicated, expressed in consumer language and linked to the
RDB?. What is the single most persuasive or most compelling statement you can make to
achieve the objectives?
"VOSS is the finest premium water found in the homes of the most affluent people
around the world."
7 Support / Permissions to Believe
Key attributes that support the communication focus, reasons why the target audience can
believe RDB will be delivered. Can be rational (product claims, features, technologies etc.) or
emotional (reputation, heritage, historical equities). Explain why the consumer should believe
what you say, and why they should buy.
The purchase of VOSS Still Water 800mL (Glass) will certify a higher social status of
the consumer in society, as the brand is inherently sophisticated and stylised. VOSS'
unique glass bottle design is a hand held representation of the consumer's image.
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8 Current Audience Attitudes / Perception / Behaviour
Provide insight about the target customer in terms of his or her perceptions about the brand.
Relevant attitudes, behaviours and perceptions that need to be changed or will filter the key
message (Use substantiating research where possible).
A substantial portion of the target market is unaware of the product due to the
absence of traditional advertising communications. The common perception of the brand
is that VOSS is an 'underground' luxury water that is predominately displayed on the
social media accounts, such as Facebook, Instagram and Tumblr, of lifestyle, fashion
and fitness bloggers.
9 Desired Target Audience Response
What they should think, feel and act after exposure to the communication. Describe how you
see the target audience responding the brand communication. Challenge the agency by
being creative and inspiring yourself.
The desired result of the changes made to the promotion aspect of the marketing mix is
enhanced brand recall. The target market should think "I want a bottle of VOSS",
instead of "I want a bottle of water" in order to feel the social approval and sensory
satisfaction that only VOSS can provide. The new promotions put in place should create
a desire within the consumer to make VOSS a part of their everyday life, predominantly
in social settings. It would be ideal to create a mentality that VOSS is not only
quenching the thirst of water drinkers around the world but creating the needs of
consumers to be associated with the brand.
10 Deliverables
What do you need from the creative (communication) team(s) and when do you need it? You
may prescribe a 1 x TVC, 2 x 30 s radio ads , supporting social media presence (Facebook and
Twitter) and other required IMC activities. You may also want to give agencies the freedom to
present IMC activities in addition to those prescribed.
Requirement 1: Custom designed VOSS fridges are to be placed beside the counters of
Bourke St and Chadstone David Jones, Leo, Thomas Dux, and the National Gallery of
Victoria Cafe to act as permanent Point of Purchase displays.
Requirement 2: x1 2 page magazine spread advertisement placed monthly in luxury
magazine Vogue Australia. A further 2 potential luxury magazines may be selected at
the recommendation of the agency.
Requirement 3: Requirements 1 and 2 must be actioned by the second quarter of the
2014-2015 financial year, in order to track the financial results at the end of the
2014-2015 financial year.
11 Executional Mandatories
Executional requirements, elements that should or should not be shown. Covers anchor line,
copy and/or visual treatment, cultural issues, language, body styles, legal constraints, specific
management concerns etc.
Strictly no TV and radio ads are to be developed and associated with the VOSS Brand.
12 Budget
Creative, Media, New Media, Production etc. Emphasise that concepts that cannot be
produced within budget should not be presented. You do not need to demonstrate how you
calculated your budget, just provide the budgetary amount. If you have prescribed required
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IMC activities (deliverables), you may feel it important to breakdown the budget across those
activities.
The total campaign budget has been strictly set at $1,192,703. Any promotion that
falls outside of the budget will not be considered.
The total campaign budget may be allocated across the luxury magazine adverts and POP
displays as the agency sees fit.