Marketing strategy suggestion for the Dutch Cocolate Milk brand Chocomel

1. 345319 Zi Wang ● 362849 Renate van den Brink ● 400288 Claudia Orta ● 441292 Athanasios Kamtsiou

2. Position ice cold Chocomel as a
,
to help you
after an energy deploying activity.
We want to give young adults a
to keep up with
their activities. So they
don’t miss the fun with their friends.

3. Young adults are a busy age
cluster of the Dutch society, they
do not have the time to take a
break.
They are more conscious about
the life-work balance, and they
look for time AND ENERGY to be
in more activities, like sports or
parties.
1. …is an optimal post-exercise recovery aid.
People don’t want to have a full meal after
their activities, but they want a light snack.
Chocomel will fulfill the food need after an
activity.
2. …can give you a quick in-between snack. (For
example: bartenders are drinking Chocomel
when they do not have the time to take a
break).

4. COMPETITORS
• Marsdrink = Refuel drink, post-workout drink. It
is not delivered in large packages. And it is not
popular in the Netherlands, in the summer of
2014 people get sick of the drink, because it
was containing a bacteria.
• Lipton and Coke = Happy, removes thirst
(refreshing).
• Starbucks = Delivering a luxurious drink to relax.
• Cocio = A drink with no artificial addition.
• Energy drink (Red-Bull etc.) = Gives you
energy, but is not designed with a good taste.
*Beer and cocktails are
also a popular drinks in the
summertime. But as they
are alcoholic drinks, are
treated as substitutes
instead of direct
competence

5. Is your life running fast? Take a Chocomel

6. Instagram Picture Campaign: Your #Letsgo Moments
• To interview young adults  emphasis on the moments cue for summers and/or in-between outdoors activities.
• Stories come with the pictures should tailor to their lifestyle  personal and sharable (social media buzz) 
engagement
• Dual communication  help Chocomel to understand this segment better.
• Easy to duplicate  pictures can be shared on other SNS platforms, i.e. Facebook and Twitter.
Contributor of Amersfoort Marathon in June, 2016
• To provide Chocomel in cans and bottles for all participants at the finish line.
• Could strengthen the association of a ‘post-exercise’ and ‘in-between’ snack drinks.
• Could largely break the association of a ‘winter-only’ and family drinks.
• Friesland Compina is already a sponsor of the event  can take advantage of the networking
• Award participation with Chocomel shoulder bags. The first 1.500 people who participate in the marathon
will receive a Chocomel shoulder bag.
Promoted Facebook Posts and Video Ads
• Major information portal to promote the events, e.g. Amerfoort Marathon and other musical festivals.
• Created event pages with partners to attract participants.
• Short videos made by Chocomel of everyday people explaining how and when the like drinking
ice cold Chocomel.
• Video Ads summarizing Chocomel’s presence in events with participants’ small interviews.
• Frequently renewed posts to keep the audience interested.
• A combination of CPC (Cost-per-click) and CPM (Cost per mille)

7. The relevant cost of these will
not exceed €20.000 budget.
2,000
1,000
4,500
10,000
2,000
19,500
0
5,000
10,000
15,000
20,000
25,000
Sponsored
stories (0.5€
per click)
Promoted
Posts (5€ per
1000 views)
Bags (3€ per
unit)
Chocomel
Stand
Facebook Gifts Marathon Videos
COST
Success of Internet Campaign
• We will achieve 4.000 clicks, likes, comments or
shares on our Facebook page!
• The ads to be shown to 200.000 viewers of our
target group!*
TOTAL
*Facebook Ads Tool