TREASURE THE FLAVORS ! ! !! !

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 Situation Analysis

Product Research

Koktail- is a beverage brand which has been about to be launched in the beginning of
2010 in the market of Bangladesh. It will be introduced by TM3 group which is also a new
company in the place.

Basically, it is a soft drink brand which is a blend of cola, orange and lemon flavor with
slight touch of soda. It is be available at 3 different varieties named Classic, Zero and Mist.
Classic is the blend of Cola and Orange. Mist is the blend of cola and lime. And, Zero is the diet
beverage with zero percent calories.

There are packages which are 250 ml bottle; 250ml can, 500 ml bottle, 500 ml can,

1000ml bottle and 1500ml pet bottle. Moreover, the bottles are designed quite attractively so that
it is expected to become very much popular to the consumer in a very short period of time.

The major attribute of the product is its unique test and its quality. It is a very refreshing
drink which refreshes mind in the hot summer and removes tiredness completely. And, because
of such quality, the consumer will definitely become a fan of it within a very short span of time.

As there are many existing soft drink brand in the market and It has to separate coke and
pepsi completely as their market share is so high, the company is selecting the comparatively low
price for Koktail. The product is priced at tk 12 for the 250ml bottle, Tk20 for the 250 ml can,
Tk35 for 500 ml, Tk 45 for the 1000 ml and 60 for the 1500 ml pet.

The company is planning to bring more variation in the flavor in the coming years to
provide their consumers a more variety of taste. But, for the time being, there are three flavor
available at the market. If the initial product successfully wins the consumers choice than
company promises to stretch their product line and introduce more of the same quality product.

However, the success of the product highly depends on the marketing of the product. So,
a good marketing campaign can help the company to promote Koktail and turn it into an
accepted beverage brand all over the country.
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 Company Research

Koktail is marketed by TM3 group which is a newcomer in the industry. It

started its operation in the beginning of the 2008. Since then it has been providing the
market with many quality food products. Currently, they have food, beauty and cleaning
items in their line. But, they have just entered into the very demanding Beverage industry
with their latest product Koktail. And, it is expected to do well with it as well.

Consumer Research:

Koktail as a beverage brand, the chief consumer of this industry is the young
people. But, we cannot exclude the others age group from our campaign as beverage is
highly accepted by almost all the age groups.

To find out the customers, the company has done some research works. They have
conducted the research to find out the actual buyer and consumer of the beverage
industry.

TM3 has conducted their research based on

Observation

Survey

Experiment

The research had been conducted to find out the answers of the following
questions.

Who are the customers?

When do they drink?

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 What make the customers stick to their beverage brand?

What factors change the customers preference?

Stakeholder Research

As the product is really new, the marketing campaign will include many
stakeholders. Each of the stakeholders has his own role to play to make the campaign a
successful one. Primarily, the stakeholders will be the marketing people, the consumers
and the sales people.

Market Analysis

Market analysis had also been conducted through research works. This research
delivered the company with relevant market information including the other beverage
brands in the market. This research has revealed that 90% of the total market share is
occupied by two of the giant beverage Coke and Pepsi.

The market share for Coca-cola and Pepsi cola is really is dominating and
hard to possess as they have international brand equity and a huge segment of loyal
customers. So, our major competitor for Koktail are rc cola, mojo etc. Even then, the
market calls for a really carefully designed advertising campaign for Koktail as we
are really new and rc and mojo has been doing business since a long time.

The analysis also included the information involving the beverage markets
accessibility. It acquired information about

How well the audience receives the advertising message of the beverage
drinks?

How much the advertising influences the sales of the products?

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 How much an effective advertising contributes to make the consumer to
make a switch?

Competitive Situation Analysis

The beverage industry is not very much competitive. If we accumulate the market
share of Coke and Pepsi together there is almost a monopoly in the market. So, the
company has to consider this huge domination by coke and Pepsi. They have to find
out, how the other brands are surviving in the market, what tools they are using to
promote their product, how are they positioning their respective products in the
market.

Designing an effective ad campaign also includes considering the running or

previous ads by the competitors.

Some really useful information has been revealed by this analysis which is as
follows

Pepsi uses Cricket as a tool of their advertising

RC Cola brings out Occasion Based Advertising

Mojo brings out more colorful ads than the others.

Industry Analysis

The Beverage industry is a large industry which covers most of the

teenager and adult population of the country. Moreover, day by day, the industry is
growing large not stagnating. So, there is more opportunity available for the company
to make Koktail well positioned in the market.

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 SWOT ANALYSIS
Internal Factors

Strengths Weakness
Attractive price Infant Brand

Attractive Packaging High Exit Barrier

Unavailability of second Lack of option in the

product of same taste Product line

Opportunities Threats
Future Prospect(Like True Highly Competitive
Licensing) Market

Opportunity to enter into chain Low switching cost for the

business(Like Pepsi is doing Buyers
with KFC and Pizza Hut)
Huge number of
substitute products

External Factors

Campaign Strategy
After the Situation and SWOT analysis, the company should c most
advertising and IMC campaign plans focus on the key strategic decisions and
programs that direct the campaign.

Objective

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 Before detailing the objectives we must consider the goal, mission and
vision of the company.

Goal:

The objective of this marketing campaign is to well position Koktail in

the market. The ultimate objective is undoubtedly boosting the sale that is to achieve
the maximum sales. The advertising objective is derived via the AIDA model which
interest attention, interest, desire and action

Attention: Attention means to win audience attraction which means to gain stopping
power. By a successfully designed IMC campaign the company can win the consumer
attention. Another important thing is designing the product message. The message
should be developed in such a way that it forces the consumers to have the test of the
product.

Interest: In any IMC campaign, there should be some characteristics which create
interest among the consumers. It should keep the customers tuned into the product
message.

Desire: Desire means creating such a position where it blocks any other brand to take
place of the product. However, creating such desire is a difficult task to gain as there
are so many brands are in place and Coke and Pepsi is so popular that it might take
decades after decades to even reach to a closer distance of them.

Action: To attain attention, interest and desire the company should develop a series of
action which will end up in boosted sales.

Market Segmentation

Marketing segmentation includes dividing the total market based on some

variables. For Koktail the marketer is following demographic and psychographic
segmentation.
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 Demographics:

Age

Occupation

Psychographics

Lifestyle

Personality

Target Market
Target market involves identifying the potential customer segment of the
market. The target market for Koktail is not limited to any particular area of the
country. Rather, it is targeted at the whole country where their potential customers
segment is available.

Positioning

Koktail is expected to win the hearts of the consumers because of its

unique taste and quality. It guarantees refreshment to its consumers. Thats where
this product is different from the other beverage products.

The Positional statement for this product is Treasure the flavor. By such
statement we are indicating that the consumer will have the opportunity to play with
the flavor.

Communication Strategy
Message development Research
Message development includes developing the advertising message which is
intended to be communicated over the consumers. The advertising message will
deliver the product features like flavors, taste and quality.

Tactics and Execution

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 No campaign is successful unless it is well executed. And it is toughest job
in any IMC campaign. The tactics and execution includes delivering the right
message at right place at right time. And the whole task has to be done carefully
as missing even a single point may ultimately damage the whole campaign.

Executing the advertising plan needs to take the following things into
account-

Choosing the right message

Choosing the right audience
Choosing the right Media
Choosing the right time
Choosing the right place

Media Plan
Media Mix

The company has to plan the media strategy really carefully. TM3 has
chosen

Television

Radio

Billboard

Print media

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 Television: Television is most accepted media in the place. We have chosen all
the available Bengali channels both govt and private. The timing to run the ads are
described in the scheduling section

Radio: Currently there are 4 private radio channels. We are going to select Radio
today, Radio foorti and Radio amar to promote koktail. The Fm has recently
created a craze among the youth generation. So, this media definitely provides an
extra edge in the campaign.

Billboard: Billboard advertising calls for choosing the right place for the ads.
TM3 is planning to put their billboard ads mainly on the places like Gulshan,
Dhanmondi in Dhaka and Khulsi and GEC Avenue in Chittagong. But, this is not
only limited within these areas. We are also including other areas as we are
planning to put the ads in the highways and commercial areas.

Print Media: The print media includes publishing the ads in the leading
newspapers and magazines. We are planning to choose all the newspapers and
magazines to publish the ads.

Scheduling and Timing

The success of a campaign is not only limited to the selection of the right
media. It also requires selecting the right schedule and time slot.

In the Digital media, we are planning to run the ads on a daily basis in the
prime time slot which means the news hour and Sports hour. Then, for the next
three moths, we are planning to execute a contingency plan which will depend on
the result of the introductory plan.

In the Print media, we have planned to publish the first page ad in the first
four weeks and then we will be publishing the ads in the inside pages for the
coming weeks. But, the factor to consider here is, each and everyday the
consumers will have at least a single ad about Koktail

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 Other marketing communication activities

o Sales Promotion

o Direct Marketing

o Sponsorship

Sales Promotion: Sales promotion includes promotional offers like discounts,

incentives for the buyers.

Direct Marketing: Direct marketing involves tools like direct selling. We are
planning to send our sales person to different campus, schools and colleges of
different cities to promote the product directly. There we are planning to provide
them some free supplementary packages of Koktail. Also, we are planning to
put the sales car in different places like fares, sports events etc.

Sponsorship: Koktail is planning to organize and sponsor different events in

the coming time. It might purchase the official drink sponsor for different sports
events which are to be organized at home venues.

Budget
In any IMC campaign the advertising budget is really important and
difficult to anticipate as there are so many factors to consider. TM3 has
prepared a budget after studying all the factors and the prepared budget fo the first
six months is as follows.

Television Budget
Per Ad(per 30 sec Quantity Total Total for a
ad) month

Mid Break in Tk 12000 12 144000 4320000

Films/Programs

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Before News Tk 15000 3 45000 1350000

1st break in news Tk 24000 1 24000 72000

2nd Break in Tk 18000 1 18000 540000

News

Grand Total 6282000

for months

Grand Total 37692000

for six months

Radio

We are playing the ads after each of the program starting from 10.00am onwards.
And we are choosing all the radio channels which makes our radio budget an
approximate value of Tk 1.5 crore. Moreover we are planning to sponsor a celebrity show
in one of the radio channels which also needs Tk 1 crore over six months. So,
accumulating all these our radio budget is total 2.5 core taka.

The other media like newspapers , billboards, direct marketing cost us about more
tk 2.5 crores.

So, our total budget plan gives a similar look to the following table

Media Cost

Television 37692000

Radio 25000000

Newspaper 10000000

Billboards 5000000
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 Direct Marketing 7500000

Grand Total About tk 8.5 crores

In addition to all these, we are planning to add more tk 2 crore to the next part of
the campaign which means the second six moths. But, it may vary upon the result the
result of the current campaign

Campaign evaluation
Some possible recommendations about the current campaign based on the
feedback received so far are

The company should introduce more flavours

The company should Provide more incentives to the customers with each
purchase

The company should develop distinguished message for different segments

of the customers

The Company should start using celebrities to endorse their product as such
strategy has really been effective in the context of Bangladesh

The Direct Marketing should introduce some new techniques as the campus
visit plan has already been used by many other companies.

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