Executive Summary

Mirinda was known as one of the well known brand of soft drink. But with the rapid expanding of the soft drink industry it was lost its brand image continuously; so to remain the popularity and brand image among their consumers in the market, Mirinda took the initiative stroke by re launching them in the market. Mirinda come up in the market in such a way that the current market situation is considering under them. Mirinda present them to their consumers in a new stylish and trendy look with more flavors considering the other soft drinks. Currently in Bangladesh numbers of soft drinks are available in the market, thats why consumers are often sometime confused to buy a brand of soft drink, so the market is more competitive but mirinda re launching them as a soft drink such an effective way that people have to try it once again. Targeting the market with the appropriate segmentation considering the product image and its look and features according to the customers choice a brand product is always consider increasing the sales. But here the fact is different, because this advertising campaign is fully considered to cope up with the current market trends according to the consumer choice and preference and stately guarantee that Quality and taste creates the feel that a original taste of a product quality can be differentiate easily. Considering this a generated marketing approach of communication is taken with the help of audiences analysis, their buying habits and attitudes that is applied according to the creative strategy with the effective media plan. As a quality and different customers choice preference brand of a soft drink, this advertising campaign is done by completing some survey on sales person comments and consumers choice of buying. And this makes the advertising campaign of mirinda is much more effective and efficient that consumers cant ignore it, with the help of creative strategy consists of different media types like- Television, scroll advertisement, virtual advertisement, Radio, road advertisement, Campus advertising, exciting mobile advertisement and Movie themed sponsorship lead the way and feature out the new way of soft drink advertisement and well accepted by the consumers in the market.

To gain the customers choice preference and getting the objective, this new look of advertising campaign make the difference among the competitors and that helps to gain the current strong market position.

Objective of the report

We tried to finish this specific project outside the organizational condition of Mirinda is owned by the PepsiCo. Along with that, to fulfill the requirement of our Advertising & sales promotion course in a realistic and practical way, what we guess it will be helpful for us in the real job field

PRIMARY OBJECTIVE
Our primary objective is to re launch the existing soft drink brand Mirinda through an Advertising Campaign.

SECONDARY OBJECTIVES:
Analyzing and attracted the target market How customers are taking this relatively new-trendy look of Mirinda (Their perceptions, views and comments about the product) Pricing strategy of Mirinda including the product differentiation. Considering the creative strategy how media plan can work with other marketing communication skills.

Scope of the report

The report is focused of Mirindas increase of sales with proper communicating with the customers in the market.

Limitations of the report

The collection of primary data is always a difficult one because it is hard to ensure the authenticity of the data. While working for this report we found it very difficult to get assistance from the internets, books, articles. As a result, it took us a lot of time to gather information from various sources and enclosed them to create the report

Advertising Campaign
Introducti on
Mirinda is owned by the PepsiCo. On the basis of an exclusive Franchise for Bangladesh from PepsiCo USA, Transcom Beverages Limited (TBL) manufactures the world famous brand of soft drink Mirinda. In March 2000, mirinda was launched in Bangladesh by TBL. Mirinda was much more popular for his orangey fruit flavor since it was launched in Bangladesh and reflects their brand name more shine. But from that time to the present time with the rapid growth of soft drinks industry more flavors of soft drinks ware took place consistently. According to that mirinda continuously lost their consumers in the market due to Target market buying decision, external environment factors like Government policies, new arrival of competitors, Economic sustainability. Then internal factors like product varieties, changes in policy of product differentiation, changes in technology, Factors that they cant cope up with the time .thats why mirinda product life cycle was decreased time to time. Now as an advertising agency, we have to do the job for Mirinda to rebuild their memorizing popularity in Bangladeshi current competitive soft drinks market. This re launching campaign job will be performed through some concrete transforming marketing works, Product differentiation with the value pricing, breaking market (segmentation), selecting the segment (targeting), and promoting buyers (positioning). Audience analysis with that creative strategy,

considering the media plan & timing, other elements of communication and the monetary policy that considers the budget. Now on words, this advertising campaign will reflect our work as an ad agency, how the competitive market situation can be handled through re launching the existing soft drink brand in such a new look that consumers should have to feel that they can easily try once and shake with the orangey taste of Mirinda.

Part # 1

SEGMENTING, TARGETING
&

POSITONING

Segmentation
A better segmentation of customers with similar choice, lead the way to create an effective Advertising Campaign with new opportunities for Mirinda. Mirinda consist their customers according to Demographic, Behavioral and Psychographic factors.

Demographic:
The target customers characteristics arising from the market, Includes- Gender, Age, Occupation, Income Young Generation 12-25 (age) Students and other professions. Income level cant be specified. Those who are love to be feel the taste with orangey shake That is also creating the real way of refreshment for them.

Psychographic:
The target customers psychographic characteristics according to Personality, attitude, Lifestyle

 Stylish youth Good and constructive Adventurous, Ruff & Tuff (trendy)

Behavioral:
The target customers Behavioral characteristics according to Awareness, Practice, Significance Considering the taste that is consist of health factors Feel the taste with the orangey shake The taste is create the value of the new flavors

Targeting
Mirindas target segments of the market mainly consider the youth of Bangladesh means the young generation of our country. Targeting the adventurous and stylish youth generation that means they are actually targeting the ruff and tuff adventurous young people. Basically they are # Students, considering Schools Colleges Universities & # other professionals so on this basis the target segments of the market will followed by Un-differentiated marketing & Individual marketing. Now in current days consumers are various choices so targeting some specific groups is much better to getting the quick response.

Positionin g
Considering the current market situation, Mirinda have to come up with something difference because ultimately they have to position their brand in consumers mind. In order to re launch the product the advertising campaign should be strong enough to send the message to the consumers related to product so to do that we have to maintain some specialty. Like-

Specialty in taste with flavors (variations) Now Consumers have the chance to feel real orangey flavor with the shake and getting new fruit flavors of mirinda. Considering the Asian country Bangladesh shake with the flavor of mirinda is newly introduced and is the first in our country also considering the other soft drinks. Specialty in Quality & value (attributes) Mirinda has manufactured various fruit taste soft drink without using any kind of harmful chemical. So customers can easily taste the new flavors of mirinda and can enjoy the life. And the value consumers get from taste mirinda is much more then they paid.

Trendy & stylish glance (product usage) Mirinda has now the new look in their bottle size and the trendy color look for these reason consumers find it more stylish colorful look then previous look of mirinda

Part # 2

Audience analysis
&

Their behavior

20 40 Yes No

Do you like soft drinks? Response no: 1.yes=40 2. No=20

Others=10

Orange=10

Cola=30

Lemon=10

If you feel need of a soft drinks, which one you like most? Response no: 1. Cola =30 2. Lemon=10 3. Orange=10 4. Others=10

No=10

Yes=50

Did you ever taste Mirinda? Response no: 1.yes=50 2. No=10

How is the taste? Response no: 1.Excellent =30 2. Good =17 3. As unusual =8 4. Bad=5 5. Very bad=0

Others=15 Flavors=30 Packing=15

What type of changes Mirinda need? Response no: 1.Flavors=30 2. Packing=15 3. Others=15

No=10

Yes=50

Do you think Mirinda should come up with new size and shape of pet bottle? Response no: 1.yes=50 2. No=10

In what size and shape you purchase most? Response no: 1.Glass bottle=30 2. Pet bottle (1.5littre) = 16 3. Can=5 4.1littre bottle= 5. 1.5littre bottle=2

6. 2 litter bottle=2

Which of the promotional activities can be profitable for re-launching the Mirinda? Response no: 1.Advertising=30 2. Public relations=1 3. Personal selling=2 4. All of the above=27

Which media can be more useful for Mirinda? Response no: 1.Electronic=20 2. Print = 17 3. Outdoor advertisement=3 4. All of the above=20 5. None of the above=0

Which segment should be the best target for Mirinda? Response no: 1.12-15 years age=13 2. 16-25 years age=40 3. 26-35 years age=7 4. 35or above 35=0

Excellent

Poor

How do you rank Mirinda as the first preference as a soft drink?

Excellent 1..2..3..45678 poor

Part # 3

Advertising objective

Advertising objective
From the beginning of the Mirinda how they start with their advertising objective is significantly different then what advertising objective they considering now. At the beginning mirinda just introduced the normal soft drink flavor but now its come up with the shake with orangey flavors with that so many other flavors they are introducing so its greatly differ then from their beginning time. Now their main focus is that they are full force to communicate with their target segment properly to remind them about the brand name Mirinda and later on targeted its market in order to increase his sales.

Communication
When the advertising objective is set it has to be accomplished with specific target segment, target market/audience reached, and other considerable things. Here this Advertising campaign is designed to motivate the consumers/customers to act sooner and exposed to the mirinda campaign. Weather this campaign is success or failure it to reach its objectives it depends on some extent.

# Actual target market that Mirinda wants to reach and they intend for which is most considerable. # Here mirinda try to provide their newly shake flavors that consumers can taste with some new feelings. # Mirinda has come up with such a distribution strategy which can help them to deliver their shake flavors in nearly every small or big supper stores. # Creative media skills will be used in such a way that consumers have to create the certain feels to get a mirinda right now. The reflection of the current advertising activities that is including promotion of the product will be regular basis so that people can buy mirinda soft drink instantly.

Here Mirinda firstly trying to get involved in full communication with the consumers considering that they will grow the sale in later time.

Part # 4

Creative strategy

Media time Prints strategy

Considering the world class brand name of mirinda soft drink, it has to be re launch its total operation again because some evaluation said that suitable advertising activities with campaign, creative approaches, with that some perfect promotional activities beside some useful creativity of other considering competitors made the mirinda brand market our continuously. So taking some useful and creative marketing works include effective creative strategy & absolute media plan can create the opportunity for mirinda to get in the market and recapture their brand image.

Creative strategy & support

Considering the other soft drinks mirinda have also the good soft drink image and other likeness. But now the scenario is to come up the mirinda with some more creative thoughts in their marketing works so Mirindas new taste flavors with that other promotional mix are being measured. Following these inspired thoughts can help out. Give the Mirindas all new flavors bottle pack picture and get new mirinda orangey shake flavor of 1.5 litter pet bottle free. Buy all the mirinda flavors together & be the one to get the mirinda Cent-martins tour chance Buy the 3 litter bottle pack and get the change to meet Zayed khan& spend a whole day with him. With that providing some sponsorship program will also create brand image more viewable to the consumers so Buy Mirinda & Taste the Thrill

Media plan & time, print strategy

Media plan is directing the advertising message using appropriate channel so here we have to give the clear message that new mirinda shake flavors are presently the new from of taste & flavors it means its a new form of Mirindas quality. This explains into forceful action across all media parts. Electronic media It includes TV, Radio and Internet media. TV

Broadcast and terrestrials (Btv) with other cable TV networks will considered after launching the soft drink because now in days give the ( scroll & virtual) advertising all the cable networks must be used. Using of media time-In first three months we will use 1 min ads then after we will use 30 sec ad continuously with the sponsorship programs. Here we have to consider the early fringe time (4-7pm) prime-time (8-11pm). Radio Considering the first day of starting the Mirindas new journey radio will be used until its all the flavors have the proper introduce, minimum four to five moths. Using of media time- from the starting time we try to use the spot announcement ad of 20 sec in most of the radio channels. Here we have to consider the day time (10am-3pm) & afternoon driving time (3-7pm). Internet Is the new form of popular media of advertising so considering the current competitive market internet means a proper website will be used after launching within 1 week? Print media it considers all the daily news paper & well known magazines.

Newspaper From the launching day, newspaper will be used to present proper print advertisement weather it is in normal or tabloid newspaper. Magazine will be used considering with the newspaper but for a limited certain period of time.

Here we have to use the half of the second page print ad continuously until all the new flavors features and benefits will show up. Specific duration time will consider upon that time situation. Outdoor advertisement will use also just after launching (one week).like use public transport and big giant screen ad and the poster panel advertising-building a police working zone room in a popular or center point on the side of the road place. Mobile billboards & terminal posters will also used after launching the mirinda in couple of weeks. Using of media time it will be showed for a certain period time considering the other advertisement success. Movie themed That will be used between the movie break and also in the movie giving some sponsorship like the main lead actor is drinking mirinda in the running movie. This practice will be running on some special festival time period movie release.

Part # 5

Marketing communication elements

Integrated marketing communication

Here we use this IMC figure to directly show how it coordinates all customers to communicate the Mirindas whole market. Here it specifies how starting by analyzing data about the target customers. We have to ignore some of the things to consider the Asia context like in Bangladesh.

IMC Absolute marketing plan Absolute Advertising program Fixed monetary functions Construct the IMC Segmentation Segmentation Plan & Objective Marketing Plan & Objective Advertising Media plan Advertising Plan & Objective Sales Sales promotion Plan promotion & Objective CR Customer Plan relation, &Objective CR Implement of direct I. marketing communication plans Evaluate of whole I. marketing communication plans

Marketing

Part # 6

BUDGET & monetary Function

SALES FORECAST

Mirinda now want to re-launch them in the market so they firstly they will try to communicate with their target segment then continuously increasing their sales so we are trying here to show the total sales forecast considering division based sales, market sales in different target segment.

No. of sales

Month

Total sales for the first year (approximately 711500) Here in diagram we see that the over sales curve of Mirinda is constantly upward. That we need to emphasis more on advertising in the first time of re-launching Mirinda.

SALES FORECAST

3%

12% 15%

30% Capital(Dhaka) Other division District level sales 40% Small town Rural area

Zone based sales(For the first year)

12-15 16-19 20-25 26-35 35-50 50 or above

Percentage of sales on targeted market

Cost analysis
Now here we forcast the total amarketing cost and showing that how the total marketing will be distributed in advertising cost, promotional cost and disrtibution cost.

26.81% Advertising cost 6000000 distribution cost 500000 Promotion cost 2380000

5.63%

67.57%

Annual marketing cost

Cost analysis

Distribution cost Promotional cost Advertising cost

Month Total marketing cost by percent Advertising cost Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct 6000000 (30%) 1800000 (15%) 900000 (10%) 600000 (05%) 300000 (05%) 300000 (05%) 300000 (05%) 300000 (05%) 300000 (05%) 300000 (05%) 300000 Promotional cost 2308000 (18%) 184640 (30%) 692400 (15%) 346200 (20%) 461600 (01%) 23080 (01%) 23080 (01%) 23080 (01%) 23080 (01%) 23080 (01%) 23080 Distribution cost 500000 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67 (8.33%) 41666.67

Nov Dec

(05%) 300000 (05%) 300000

(01%) 23080 (20%) 461600

(8.33%) 41666.67 (8.33%) 41666.67

Suggestion
Considering all our study, several audience analysis and their behavior here below we just try to put some of our own suggestion about Mirindas new re-launching. Emphasis more on marketing research work. Business plan should be based on the research work. New taste and flavors should be introduced. Emphasis more on advertising and promotional activities. More effective distribution network should be introduced on the basis of market. Emphasis more on customer preference. Emphasis more on target segmentation. Promotional activities should be increased. Outdoor advertisement should be increased. Outdoor advertisement should modernized and attractive. Bottles should e introduced in new shape and size.

Conclusion
Mirinda is much more capable by launching them again in the market and can easily handle the current market competitiveness. Considering the other soft drinks in the market mirinda will introduce more flavors with great taste this will make them more confident to communicate to their consumers and gained the market share properly which they are able to remain. Mirindas well-known brand image that characterized them as a good market value share brand, preparing the ad campaign we have find out that Mirindas target segment is the young generation, in which most of them are more trendy and stylish so based on that we consider the creative promotional tools that will help them to get a good response from their target segments. We also consider the graphic look of new shake flavors of mirinda and will work on them to present the look in a different young desire look, for this the use of media types and other organized marketing communication tools will help them to be changed with the appropriate needs of the consumers in current market.

Bibliography www.nirinda.com www.google.com Articles. Advertising and sales promotion book

Different looks & flavors

Different looks & flavors

Advertisement in electronic media

Advertisement in print media

AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH (AIUB)

QUESTIONNAIRE
(SURVEY ON Re-launching new brand Mirinda)

Dear sir/ madam We are the students of American international university of Bangladesh (AIUB) conducting a research based on Mirinda. Our objective is to find out the problems and prospects of Mirinda products. As a result weInformation are carrying out this particular field work. If you are over 17 years old we would appreciate if Personal you would complete this questionnaire.

Name Sex
study purpose. Thank you.

: : : : Married Male Female

We assure you that your provided information will remain confidential and it will be only used for

Age Status

Contact No. Unmarried

Personal Information Name Sex Age Status No. of Children (If married) Occupation Salary Spouse Occupation (If married) Location : : : : : : : : : Married Male Female Contact No. Unmarried

None

01

02

More than 2

Ques-1. Do you like soft drinks?

Yes

No

Ques-2.If you feel need of a soft drinks, which one you like most? cola orange lemon others Ques-3.Did you ever taste Mirinda? Yes No

Ques-4.How is the taste? Excellent Good As unusual Bad Very bad Ques-4. Do you think Mirinda need product related changes? Yes No

Ques-5. What type of changes Mirinda need? .Flavors Packing Others

Ques-6. If flavors then which types?

Ques-7 Do you think Mirinda should come up with new size and shape of pet bottle? Yes No

Ques-8.In what size and shape you purchase most? Glass bottle Pet bottle (1.5littre) Can 1littre bottle. 1.5littre bottle 2 litter bottle Ques-9. What do you think about the extinction of Mirinda?

Ques-10. What is your opinion about the re-launching of Mirinda?

Ques-11. For what reason Mirinda had lost it,s popularity? For 4ps. For competition All of the above None of the above.

Ques-12. For what context they should change for the relaunching of Mirinda in market? Quality pricing Value Taste & flavor

Ques-13. If you feel the need of a soft drink, which one you prefer most? cola orange lemon others

Ques-14. If it is launched with concerning price, which will you prefer most? least price value discount economic

Ques-15.Which of the promotional activities can be profitable for re-launching the Mirinda? Advertising Public relations Personal selling All of the above Ques-16.Which media can be more useful for Mirinda? Response no: 1.Electronic 2. Print 3. Outdoor advertisement 4. All of the above 5. None of the above

Ques-17.Which segment should be the best target for Mirinda? 12-15 years age 16-25 years age 26-35 years age 35or above 35

Ques-18.How do you rank Mirinda as the first preference as a soft drink? Excellent 1..2..3..45678 poor

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