Hellenic Coca Cola - Team B
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Transcript of Hellenic Coca Cola - Team B
Ultra Energy drink-Sampling strategy-
Proactive consultant team
Case Study ShowBelgrade, April 2011
Agenda
Intro Market situation Problem statement Analysis Recommendations Cost/Effects/Impact Action plan Finances Summary
Intro
Ultra Energy says NO to the limits!
Ultra Energy dares you!
Ultra Energy has the formula for solving every problem!
Ultra Energy makes your engine work on a higher level!
Ultra Energy is your cheapest ticket to the sky!
Company Logo
Market situation
Market is growingMarket is growing
Big competition (direct & indirect)
Big competition (direct & indirect)
2nd place on market2nd place on market
We can recruit new consumers and gain more market share!
We can recruit new consumers and gain more market share!
Problem statement!
New look should be promoted through sampling! How to sample without wasting?
Focus groups should be detected.
Plot the consumption occasions.
Where and when should we start?!
MORE AND MORE CONSUMERS!
Focus group analysis
Why do they drink energy drinks?
How much money do they have to spend daily?
What kind of daily activities do they prefer?
What attracts them?
25-29
12-18
19-24
Focus groups
Everybody wants free things!!!
Plotting of consumption occasions
• Survey• Burn• How easy is
to locateoccasions?
Daily energy boost
Work out
Morning kick
Hanging out
Home party
Clubbing
Intense studying
Intense studying
Hanging out
Work out
Daily energy boost
Recommendations
Ultra Promo team Ultra Energy Host program Ada adventure weekend Ultra Energy pedestrian cross Student sampling
Ultra Fitness team
Sales promotion and trip contest
Ultra Promo team
Belgrade
Novi Sad
Nis
Kragujevac
Ultra energy host program
• New package
• Photo competition on Facebook!
• Ada adventure weekend
• Media support
Ada adventure weekend
Two day long party
Bungee jumping
Adventure park
Numerous sampling
Prizes and free t-shirts
Ultra Energy pedestrian cross
Counters on main squares or frequent places in targeted cities.
Pedestrian crosses around counters with sampling cans.
Cool visibility.
Student sampling
You don’t need this, just drink Ultra Energy!
Ultra Fitness team
Secret sampling!
Branded team of 3 guys and 3 girls.
Visiting numerous fitness centers in targeted cities.
Sales promotion and trip contest
Six pack for a price of five cans.
Trip contest with codes: Awards:
▪ 1st place – trip to Ibiza▪ 2nd place – trip to Ios▪ 3th place – tandem skydiving
Effects of actions
Cost Effects
Ultra Energy Host program
Fun on the streets, direct interaction with potential consumers, new ideas of advertising
Ultra Fitness team Buzz marketing, intrigue people
Ultra Energy promotion team
Direct interaction with potential consumers, fun and sexy way of promoting plus provocative visibility
Ada adventure weekend
Very big interaction with consumers, being present in media for free, gaining new consumers, direct interaction with focus groups
Student sampling Gaining new customers, raising market share in student segment
Novi Sad fishing Animate people, presenting them something on unusual way, trigger a desire for our product
Ultra Energy pedestrian cross
Good visibility, different way of attracting consumers’ attention
Cost vs. Impact
Low High
High
Cost
Imp
act
Low
4
13
27
56
1. Ultra Energy Host program
2. Ultra Energy Fitness team
3. Ultra Energy Promo team
4. Ada adventure weekend
5. Student sampling6. Novi Sad fishing7. Ultra Energy
pedestrian crosses
Action plan
June July August
Promotion of contest
Ultra energy host program
Student sampling
Ada -adventure weekendUltra energy promo teamUltra fitness team
Sales promotions
Where You should spend?!Sources Samples Costs
ultra energy host program 3.428,57 EURultra promo team 9.028,57 EURultra fitness team 1.828,57 EURAda adventure weekend 5.458,57 EUR
Ultra energy pedestrian cross 128,57 EURSales promotion(5+1) 463,57 EURCode lottery 4.428,57 EUR
Unexpected costs 2.000,00 EURSampling cans 3.000,00 EURTotal costs 29.765,00 EUR
1 500
64 500
500
30 000
2 000
1 500
Summary
Focus groups should be treated separately, but also integrate them together in our strategy!
Plotting is necessary for building right strategy.
Creativity, peoples attention and triggering their desire are very important!
Bigger market share and gaining new customers!
THANK YOU FOR YOUR ATTENTION!
QUESTIONS?!
Proactive consultant team:Darija PetropoljacVladimir VasicAndrea FratricDamjan Ivanovski