Documente Academic
Documente Profesional
Documente Cultură
SITUATION ANALYSIS
Philippines is an ideal market for refreshments mainly because of the countrys climate
One of the most common refreshment to Filipino is softdrink thats why a lot of
carbonated beverages dominates the market
Pepsi-Co Intl and Coco-cola Export Corporation considered as the market leader in the
category in terms of their sales.
Other non-carbonated beverage products like ready-to-drink, juices, iced tea also started
emerging in the market today
Consumers are given more beverage choices making them widely distributed in terms of
product type and brand loyalty
People prefer drinks that are more affordable.
II.
HISTORICAL BACKGROUND
Sparkle Soda is known for its cool and refreshing lemon flavour. Sparkle lemon soda
is also competitive in the market, and consumers always prefer it because its
cheaper than its competitors Mountain Dew, Royal Tru Lemon and Fruit Soda
Sparkle is one of the remarkable brand when it comes to Lemon flavoured Sodas in
the market.
III.
SWOT ANALYSIS
STRENGTHS:
WEAKNESSES:
OPPORTUNITIES:
THREATS
MARKETING BRIEF
PRODUCT: Apple Flavoured Softdrink
BRAND NAME: Sparkle Apple Soda
RATIONALE: Because
LOGO:
The logo of SPARKLE is designed to be appropriate on target markets personality. The yellow
colour represents fun, active and energetic mood. It also catches attention. The green
represents the colour of the apple and the typography appears clever and fun.
TARGET MARKET
DEMOGRAPHICS:
PSYCHOGRAPHICS:
COMPETITORS
(Softdrinks)
Direct competitor
Brand Name
MOUNTAIN DEW
Mountain Dew in Can
Price
P21.40
P19.30
P12
mL/mG.
500mL
300mL
240mL
Indirect competitor
Brand Name
COCA COLA
MIRINDA
Mirinda in Can
FRUIT SODA
POP COLA
PEPSI
Pepsi in can
RC
SARSI
Prices are based on distributors
Price
P10
P21.40
P19.30
P7
P7
P21.40
19.30
P7
P7
mL/oz
240mL
500mL
300mL
240mL
240mL
500mL
330mL
240mL
240mL
PACKAGING
OBJECTIVES& STRATEGIES
MARKETING PLAN AND OBJECTIVES:
MARKETING STRATEGY:
Make the product available to various distributors such as sari-sari store, convenient
stores, supermarkets, school cafeteria, fast food chains
Make various promotions in supermarkets, convenient stores, and school cafeteria
ADVERTISING OBJECTIVES:
ADVERTISING STRATEGY:
Make a remarkable and catchy logo, tagline and other mental or functional associations
of the brand
Give an emphasis in the whole campaign the REAL apple juice content of a soda drink
that makes it the closest taste to apple in the market today
Create an effective Integrated Marketing Communication (IMC) campaign that would
catch the attention of the target market
Create an advertising budget utilization
CONSUMER INSIGHTS
Question: ARE YOU WILLING TO TRY A REAL APPLE JUICE SOFTDRINK?
Yes. New Product, New Taste (I guess?) Something new. Arjay Edem, 19
Yes, because I know that apple is good for my health and Im also wondering how it will taste if
will be flavoured to soft drink-Pauline Tungcul, 17
-
PRINT ADS
TRANSIT
POSTERS
TIME-TABLE
Phase 1: Introduction of Identity and Creating Brand Awareness
SPARKLE APPLE FLAVOURED SODA PRODUCT LAUNCHING
Venue: Mall of Asia& Mega Mall
Time: 3pm onwards (Friday)
Conduct a product launching event in various malls at the same day for the month of
August before the start of the BER months.
Final TVC will be launch during the event and there will be gondolas present in the
venue.
There will be people who will be offering free taste of the product to the mall goers.
After the product launching, TVC and Radio will be air in different networks followed by
the release of print advertisements in magazines and newspapers.
There will be ads located in public transits or vehicles like bus and lrt
Become a sponsor of events like concerts and school activities by providing product
booths and streamers during those events.
There will be simultaneous interaction to the target market through Facebook, Twitter,
and Instagram for inquiries, Promos, Offers as well as suggestions of the customers.
MEDIA RECOMMENDATION
TVC- ABS-CBN, GMA 7, ETC, ABS-CBN sports and action
RADIO- 93.1, 89.9, 94.7
PRINT:
MAGAZINES: CANDY, K-ZONE, SPARKLING
NEWSPAPERS:MANILA BULLETIN, PHILIPPINE STAR, PHILIPPINE DAILY INQUIRER
Budget Allocation
15%
35%
25%
15%
10%
TV
RADIO
PRINTAD
OOH