This was an Integrated Marketing Campaign made for a Ready to Drink Beverage called, Smart C+. This presentation was named the best strategy by the marketing director of the brand.
7. Hence, the product offering of Smart C
of providing Vitamin C fails to resonate
which keeps the brand from fully
penetrating the market.
Business Issue
8. METHODOLOGY
Researched on RTD market in the Philippines.
Consulted with Dr. Joy Flores regarding effects of Vitamin C
Review of Competition
Store Visits: Convenience stores, grocery stores, and
supermarkets
Campus Inquiries: UP, DLSU, ADMU, UST and UA&P
(No Smart-C in
Cafeteria)
(With Smart-C in Cafeteria)
10. What is Smart C+?
Launched in mid-2010
Ready-to-drink fruit juice drink
with 500mg Vitamin C in every
500ml bottle.
Three citrus flavors: Lemon Squeeze,
Orange Crush and Pomelo Grapefruit.
It is available in convenience stores
and all leading supermarkets except
SM.
15. *Loyalty does not pertain to an attachment to one
brand. In general, the consumers in the RTD category
tend to buy two or more brands.
16. 64%
16%
12%
8%
3 Brands or more
None
2 Brands (C2 and Minute Maird, Coke and Real Leaf, etc.)
Just one bran forever! ex. C2 only, Coke only)
How many Ready-to-drink brands are you loyal to?
17. *Evoked Set pertains to the repertoire of two or more
preferred and trusted brands that come to the
consumer’s mind when a need occurs.
18. OBJECTIVES:
Therefore, we see that the first
order of business of our IMC plan
is to make Smart C part of the
Target Market’s evoked set of
RTD’s
And then, we will work on
making it the most frequently
consumed brand among the set in
order to fully penetrate the
market.
23. General Psychographics:
- stress comes from academic workload
- at least 1 extra curricular activity
- enjoys hanging out or partying with friends
- sometimes, schoolwork gets in the way of
their weekends
- balance: school + social life
- consume TV and radio but largely netizens
(FB, Twitter, blogs)
25. ”Smart C is my new favorite drink”
PART OF THEIR EVOKED SET!
26. Psychographics and Behavior:
They take vitamins regularly and they rarely get sick.
They are health-conscious and they appreciate
Smart C’s “Health Benefit.”
They exercise and eat healthy as they maintain
a healthy lifestyle.
27. Ready To Drink:
whenever it’s HOT or when they need ENERGY
buy from food stalls inside or outside the school
(in convenience stores)
but if there are no available RTD’s they buy water instead
32. “I don’t really get sick but I still jog sometimes.”
“I take vitamins daily because of my mom.”
Psychographics and Behavior:
They are not really health conscious.
HEALTHY=NOT SICK
X
33. X
Ready To Drink:
- whenever it’s HOT or when they need ENERGY.
- buy from food stalls inside or outside the school (in
convenience stores)
- but if there are no available RTD’s they buy water instead.
34. Smart C:
X
They have already tried Smart C but they didn’t like the taste.
They are already loyal to these brands that they like and
after trying Smart C, they didn’t buy Smart C again.
They preferred the taste of other RTD brands.
38. Psychographics and Behavior:
They try to have physical activities and eat good
food to maintain their health.
While they do not drink vitamins regularly, they claim
that they do not get sick often.
39. Ready To Drink:
1-2x a week (eat out/merienda)
They like “natural” drinks.
“Tropicana, Fit n Right, Minute Maid, C2, Sola,
Real Leaf” because they like the taste.
40. Smart C:
“I haven’t had the chance to try Smart C so I tend to just
stick with the brands that I know.”
“I don’t really know much about Smart C.”
41. Smart C:
They always go for what is convenient.
“I buy from grocery stores because everything is there.”
45. Psychographics and Behavior:
They claim that they are health conscious.
HEALTH = WELLNESS OF
MIND AND BODY
They try to eat right and they try to squeeze in quick work outs.
46. Psychographics and Behavior:
They consider healthy options.
While they do not regularly drink vitamins, they
claim they do not get sick.
54. Day in a Life
Wake up
Leaves for school
Class
Lunch
Org Meeting
Majors
PEP training
Homework
5:00am
6:00am
7:30-12:00pm
12:00pm
1:00-1:30pm
1:30-6:00pm
6:00-9:00pm
10:00-12:00am
55. TVC
WOM Convenience
Store
Cafeteria Activations
“I like it – health
benefits, not much
sugar, the taste, price.”
+
+/“Its available
anywhere”
“They know how to
market
themselves.”
“A lot of people like
this! It must be
good!”
“It didn't say
anything. I just
saw it in a store.”
/ +/ +/
+/
BRAND
CONTACT
POINTS
65. Brand Relationship Statement
Pre-Insight
They know who they want to be but
they have yet to concretize how exactly
they can be that kind of person.
Why do our consumers lead multi-
faceted lives?
66. Brand Relationship Statement
Pre-Insight
They are seizing every opportunity to
discover who exactly they can be and
how they can be that person.
Hence, they are currently exploring their
options.
72. Objective: To make Smart-C more
relevant to consumers by incorporating
the benefits of Vitamin C in their lives.
Hence, allowing us to more effectively
penetrate the market.
73. Strategy: To highlight the benefit of
having a strong immune system
provided by Vitamin C which is best
experienced during the transition periods
of our consumer’s day-to-day activities
hence emphasizing the need for Smart-
C to keep them going regularly.
114. Conclusion
We have to be able to translate our brand promise into
the language that they can understand so that the next
time they feel the need to buy a drink, they won’t even
think twice.
MARKET PENETRATION = MIND PENETRATION