Mirinda Report

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    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 andpreference 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 consumerschoice 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.

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    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

    PRIMARYOBJECTIVE

    Our primary objective is to re launch the existing soft drink brand Mirinda through an

    Advertising Campaign.

    SECONDARYOBJECTIVES:

    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 ofMirinda 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.

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    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 gatherinformation 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 drinkMirinda. 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,

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    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

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    Segmentation

    A better segmentation of customers with similar choice, lead the way to create an effective

    Advertising Campaign with new opportunities forMirinda.

    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, Life-

    style

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    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.

    Positioning

    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-

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    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

    &

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    Their behavior

    Do you like soft drinks?

    Response no: 1.yes=40

    2. No=20

    Yes

    No40

    20

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    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

    Did you ever taste Mirinda?

    Response no: 1.yes=50

    2. No=10

    Cola=30

    Lemon=10

    Orange=10

    Others=10

    No=10

    Yes=50

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    How is the taste?

    Response no: 1.Excellent =30

    2. Good =17

    3. As unusual =8

    4. Bad=5

    5. Very bad=0

    What type of changes Mirinda need?

    Response no: 1.Flavors=30

    2. Packing=15

    3. Others=15

    Others=15

    Packing=15

    Flavors=30

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    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

    No=10

    Yes=50

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    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

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    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

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

    Excellent Poor

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

    Part # 3

    Advertising objective

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    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.

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    # 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

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    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

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    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

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    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 ofmedia 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 ofmedia 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.

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    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.

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    Part # 5

    Marketing communication

    elements

    Integrated marketing

    communication

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    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.

    Absolute marketing plan

    IMC

    Absolute Advertising program

    Fixed monetary functions

    Construct the IMC

    Sales

    promotion

    Customer

    relation, CR

    Segmentation

    MarketingAdvertisingMedia plan

    Segmentation

    Plan & Objective

    Marketing

    Plan & Objective Advertising

    Plan & Objective

    Sales promotion

    Plan & Objective

    CR

    Plan &Objective

    Evaluate of whole I. marketing communication plans

    Implement of direct I. marketing communication plans

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    Part # 6

    BUDGET & monetary

    Function

    SALES

    FORECAST

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    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.

    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.

    Month

    No. of sales

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    SALES

    FORECAST

    Zone based sales(For the first year)

    30%

    3%

    40%

    12%

    15% Capital(Dhaka)

    Other division

    District level sales

    Small town

    Rural area

    12-15

    16-19

    20-25

    26-35

    35-50

    50 or above

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    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.

    Annual marketing cost

    5.63%

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    Cost

    analysis

    Total marketing cost by percent

    Advertising cost Promotional cost Distribution cost

    Total 6000000 2308000 500000

    Jan (30%) 1800000 (18%) 184640 (8.33%) 41666.67

    Feb (15%) 900000 (30%) 692400 (8.33%) 41666.67Mar (10%) 600000 (15%) 346200 (8.33%) 41666.67

    Apr (05%) 300000 (20%) 461600 (8.33%) 41666.67

    May (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Jun (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Jul (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Aug (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Sep (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Oct (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Month

    Advertising cost

    Promotional cost

    Distribution cost

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    Nov (05%) 300000 (01%) 23080 (8.33%) 41666.67

    Dec (05%) 300000 (20%) 461600 (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.

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    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.

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    Bibliography

    www.nirinda.com

    www.google.com

    Articles.

    Advertising and sales promotion book

    Different looks &

    flavors

    http://www.nirinda.com/http://www.google.com/http://www.nirinda.com/http://www.google.com/
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    Different looks &

    flavors

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    Advertisement in electronic

    media

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    Advertisement in print

    media

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    AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH (AIUB)

    QUESTIONNAIRE

    (SURVEY ON Re-launching new brand Mirinda)

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    Personal Information

    Name :

    Sex : Male Female

    Age : Contact No.

    Status : Married Unmarried

    Personal Information

    Name :

    Sex : Male Female

    Age : Contact No.

    Status : Married Unmarried

    No. of Children :

    (If married)

    Occupation :

    Salary :

    Spouse Occupation :

    (If married)

    Location :

    Ques-1. Do you like soft drinks?

    None 01 02 More than 2

    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 we are carrying out this particular field work. If you are over 17 years old we would appreciate if

    you would complete this questionnaire.

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

    study purpose.

    Thank you.

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    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

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    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

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    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

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    Ques-18.How do you rank Mirinda as the first preference as a soft drink?

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

    ___________________________________________________________________________