Mirinda Report
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Transcript of 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
___________________________________________________________________________