A new soft drink

Résumé du document

The aim of this paper is to elaborate a new soft drink product, and then create the advertising campaign for it. A soft-drink is a non-alcoholic beverage composed of water and a flavoring agent. Most of them are carbonated and sweetened and they are often consumed chilled. The adjective "soft" is used in opposition to the "hard drinks" which are the beverages with a high alcoholic content.


The global soft drink market is evaluated at US$ 450 billion (source:" http://www.spelmanresearch.com"). In terms of volume the market size is large approximately at 80 billion cases. US market, which will be our area, is the largest soft drink market with 25% of global volumes. Coca-Cola remained the leader of this market in 2009 (sales of $31,944m), followed by PepsiCo ($15,609m) (source:"

http://www.adbrands.net"). The others leaders are "Dr Pepper Snapple", "Cott Corp" and "Red Bull".
The US soft drink market grew at a slower pace than the global soft drink market (+4% in 2008). The worst of all, in the United States, soft drink volumes fell 2.1% in 2009 (source:" http://online.wsj.com"). The economical crisis is a good reason to explain this phenomenon but it's not the only one.

Extraits

[...] Delivering the message We are a new brand with a new soft drink. That's why our delivered message has to be strong and repetitive in order to create brand awareness. But we also have to persuade the consumers. So we will implement a significant advertising campaign by selecting the Medias which fit with our audience target. We will be clear, offer an attractive promise, highlight our best points and set our new soft drink as different, unique and desirable. What Integrated Marketing Communications mix will you select? [...]

[...] We will show you a SWOT analysis in order to better understand the characteristics of our beverage and the position of our new soft drink in the US market: What problem or opportunity does it solve? Or new soft drink will solve two problems and will respond to one opportunity. We have focused on health problems and weight gain. And we would like to feet with the “back to natural” attitude. Soft drinks are often associated with obesity as well as with dental decay. Many scientific studies have shown the link between the consumption of soft drink, weight gain and dental caries. [...]

[...] Television advertising is the best way to cover a large target. We will mention the sponsor of the ad at the very beginning of the ad (and we will repeat it at the end while indentifying our company). Then we will show a fat child of 10 years old, drinking a classic soda. This young boy is sad because people make fun of him and because he is bad at sports. (We will put a melancholic music in the scene to increase the sensation of sadness). [...]

[...] Competitive Analysis Name of product: Red Bull classic Parent company (if known): The Red Bull Company 2 or 3 key features of the product or service: energy drink (taurine, caffeine), Glucose, B vitamins Estimated age and gender of the target audience: young man between 18 and 35 years old Tag line / Strap line / Slogan of the product (if it is not in English, include both, that is the original tag line and the English translation): Red Bull, it gives you wings Where is the product advertised (which publications, web, literature, etc.)? Extreme sports (Windsurfing, Snowboarding, skating, rally Art shows, Video games, Broadcast (TV spots), Internet (web site, videos and podcasts) What do you think are the strengths and weaknesses of their advertising (short statement)? It's an aggressive international advertising campaign. The strengths are also the partnership with some celebrities such as Eminem. [...]

[...] Our soft drink must appeal to the youth (between 6 and 12 years old) regarding the design, the taste and the personality of the product What drivers will they respond to? Our target will respond to: Pleasure: Members of our target wants themselves and their children enjoy tasty food such as tasty soft drinks for example. The notion of pleasure is very important for this generation. Moreover, in our Occidental societies, the pleasure in one of the most predominant value. [...]