Integrated

Marketing
Communications
Plan

FAIRLIFE SOY MILK

Abstract
The integrated marketing communications plan for FairLife
Soy Milk seeks to launch and establish a new brand of
packaged soy milk brand in Thailand in 2017. The target is
to gain a market share of 20% or THB 3.7 billion by 2018
with a profit target of 25% or THB 925 million of the
expected revenue. The sales target is achievable through a
required marketing budget of THB 37 million for the first
six months and appropriate adjustments in the post-launch
period according to the market response. FairLife aims to
lead the growth in the soy milk market by increasing the
market size from THB 18.5 billion to THB 20 billion plus.

Vo Thi An Nhi, ID: 315273008

Zertab Quaderi, ID: 315273001
Stamford International University
June 23, 2016

Contents
Review of Marketing Plan........................................................................................... 4
Marketing Objectives............................................................................................... 4
The Role of Advertising and Promotion....................................................................4
The 4Ps of FairLife Soy Milk..................................................................................... 4
Analysis of Promotional Program Situation.................................................................5
External Analysis..................................................................................................... 5
Competitive Analysis............................................................................................ 5
PESTEL Analysis................................................................................................... 6
Customer analysis................................................................................................ 7
Market Analysis.................................................................................................... 7
Internal Analysis...................................................................................................... 8
Brand and Company Background.........................................................................8
Resources............................................................................................................. 9
Product USP.......................................................................................................... 9
SWOT Analysis........................................................................................................ 9
Segmentation, Targeting and Positioning..............................................................10
Segmentation..................................................................................................... 10
Targeting for FairLife Soy Milk.............................................................................10
Positioning.......................................................................................................... 13
Analysis of Communications Process........................................................................14
The Sender, Receiver and All that is in Between...................................................14
Source and Message............................................................................................. 15
Communication Goals and Objectives...................................................................17
Communication Channels...................................................................................... 18
Budget Determination.............................................................................................. 18
Integrated Marketing Communications Program......................................................21
Creative Strategy Planning and Development....................................................21
Creative Strategy Implementation and Evaluation.............................................22
Media Planning and Strategy................................................................................. 29
Market Analysis.................................................................................................. 29
Media objectives................................................................................................ 30
Media habits of Thai people from Generation X and Y.......................................30
Media strategies................................................................................................. 31
1

Advertising............................................................................................................ 31
Advertising Objective......................................................................................... 31
Advertising Budget............................................................................................. 32
Advertising Message.......................................................................................... 32
Advertising Media Strategy................................................................................ 32
Sales Promotion..................................................................................................... 32
Sales Promotion Objectives................................................................................32
Sales Promotion Budget..................................................................................... 33
Sales Promotion Message................................................................................... 33
Sales Promotion Strategy................................................................................... 33
PR and Publicity..................................................................................................... 33
Objectives of PR and Publicity............................................................................33
PR and Publicity Budget..................................................................................... 34
PR and Publicity Message...................................................................................34
PR and Publicity Strategy...................................................................................34
Personal Selling..................................................................................................... 35
Objectives of Personal Selling............................................................................35
Personal Selling Budget...................................................................................... 35
Personal Selling Message................................................................................... 35
Personal Selling Strategy................................................................................... 35
Direct Marketing.................................................................................................... 36
Objectives of Direct Marketing...........................................................................36
Direct Marketing Budget.................................................................................... 36
Direct Marketing Message.................................................................................. 36
Direct Marketing Strategy.................................................................................. 36
Internet Marketing................................................................................................. 37
Objectives of Internet Promotion........................................................................37
Internet Promotion Budget.................................................................................37
Internet Promotion Message............................................................................... 37
Internet Promotion Strategy............................................................................... 37
Campaign Integration............................................................................................... 38
GANTT Chart of IMC Activities...................................................................................39
Monitoring and Evaluation........................................................................................ 40
Conclusion................................................................................................................ 44
2

References................................................................................................................ 45

Review of Marketing Plan

Marketing Objectives
1. Grow the soy milk market segment by 10% from current size of THB
18.5 billion to over THB 20 billion within 2 years.
2. Capture 20% market share the first year and 40% market share within
the second year.

The Role of Advertising and Promotion

The role of advertising and promotion would be crucial to establish the brand
in the market, gain brand awareness and preference and ultimately drive the
soy milk market growth in Thailand. Heavy spending in advertising and sales
promotion will be needed to establish the brand and ensure shelf space. The
benefits of soy milk and the unique selling proposition of FairLife need to be
highlighted in all communication messages to inform and create awareness
in the market. Sales promotion at all levels is required to generate trial. To
ensure continued brand usage, advertising, direct marketing, personal selling
and interactive engagements with the brand will be used to persuade and
remind customers about FairLife. PR and publicity will be generated through
events and activations.

The 4Ps of FairLife Soy Milk

Product

Price

Soy m ilk
w ith the
rig ht
am ount of
isoflavones
1 liter p ack
for fam ily
consum ptio
n and 25 0m l
packs for
single
consum ptio
n

Prem ium
pricin g
strategy
TH B 2 5 for
250 m l
TH B 1 15 for
1 liter

Placem e
nt

Prom oti
on

H yperm arke
ts
C onv enienc
e Stores
K iosks in
gym s and
fi tness
centers,
hospital
foyers

M ix of
personal
and nonpersonal
chan nels to
establish
the b ran d,
create an
im pact and
generate
trial

Figure 1: 4Ps of FairLife Soy Milk

Analysis of Promotional Program Situation

External Analysis
Competitive Analysis
The key players in the packaged soy milk market in Thailand are Lactasoy
and Vitamilk. DNA, HomeSoy and imported brands make up the rest.
Although there are multiple variants of soy milk available but their
communication is not clear on how their ingredients benefit their consumers
except for claims like low sugar and more protein, which are more generic in
nature.
The market leader is Lactasoy with a share of 55%. (RUNGFAPAISARN, 2015)
Lactasoy is positioned on taste and nutrition. It combines soy milk with whole
milk powder to create a unique taste. It has six variants appealing to various
age groups, tastes and benefits original, chocolate, with black sesame, high
calcium low sugar lactose-free, green tea and with collagen. Lactasoy is
available in six SKUs 125ml, 200ml, 250ml, 300ml, 500ml and 1liter. The
300ml SKU is priced at THB 10.
5

Vitamilk is positioned as a good quality healthy drink for everyone made

from non-GMO soy beans. It has regular and chocolate variants along with a
variant enriched with natural grains that promise perfect muscle and
powerful energy. Its low-sugar variant is also popular. It is available in
bottles and cartons. Another brand from the same house is V-soy that
contains multi-grains and promises to strengthen bones and teeth and
promote healthy heart. 300ml pack of Vitamilk is priced at THB 10.
Dutch Mill markets its soy milk brand under the name DNA. It has four
variants with omega, low sugar with black sesame, with omega and honey,
and with honey. Its 180ml variant is priced at THB 10.
HomeSoy is priced at THB 14.5 for its 300ml pack. Its positioned on its
natural aspect and claims to be made from the freshest soy beans using
homemade recipe to retain the original flavor and texture. Available in
250ml, 300ml, 750ml and 1 liter SKUs. From the same company comes
another brand called Soyfresh that is positioned on health for the family and
is available in 250ml and 1 liter packs in variants of natural, malt,
cappuccino, chocolate and strawberry. Soyfresh also comes in variants of
Omega with calcium including a low sugar one and Soyfresh Plus that is
fortified with nutrients and vitamins in a unique blend of soy milk and fruit
juices.
Other smaller players include imported brands like Silk with a price tag of
THB 102 for a 946ml pack, So Good Soy Milk Lite at THB 85 for 1liter pack
and the most expensive of them all is Natur-A priced at THB 137 for its 946
ml pack.
Bulk buying usually comes at a discounted price.
The street vendors are another set of competitors that sell freshly made soy
milk from carts at a price point of THB 5. However, their hygiene is
questionable and they also add dairy milk or condensed milk to their ware.
They are ingrained in the Thai culture and cannot be ignored.
6

Dairy milk brands are also competition for Fairlife. Whereas dairy milk is
generally perceived as a nutrition provider, Fairlife will establish itself on the
prevention of certain diseases platform.
In summary, there is price parity among the market leaders. HomeSoy and
DNA are priced higher than the leaders while the imported ones command a
premium price. Lactasoy and Vitamilk lead the market and are the most
visible brands on the retail shelves. Soy milk brands are available in both
hypermarkets and retail store formats.
PESTEL Analysis
PESTEL
Political situation: Stable
Economic
situation:
expected;

consumer

Impact on FairLife Soy Milk

Positive
Growth Might take time for sales to grow
prices

to

increase
Sociocultural: Health and wellness Positive sales growth
trend rising; educated workforce;
Gen Y the biggest group of spenders
Technological:
Progress
in Targeted communication using the
innovation, easier communication
Internet media
Environmental: Not much concern Scope for FairLife to introduce ecoabout the environment
friendly packaging
Legal: Tax reforms that encourage Positive for Coca Cola company and
investment; ease of doing business

for FairLife

(Data Monitor, 2011)

Table 1 PESTEL Analysis

Customer analysis
FairLife Soy Milk is a perfect drink for the 35-45 age group who are
concerned about ageing and associated health risks. They want to keep
health issues at bay and do not mind paying a premium for health and
wellness products. They want to be of ideal weight so that they look and feel
good. The target customers themselves purchase such products but they can
be influenced by medical professionals. Purchase of products like soy milk
7

are usually done in hypermarkets and convenience stores because of the

one-stop shopping convenience and promotion offers at the hypermarkets
and the convenience of quick purchase from convenience stores.
Market Analysis
The market size of soy milk in Thailand is currently sized at approximately
THB 18.5 billion (RUNGFAPAISARN, 2015). In 2009 soy milk sales in Thailand
outpaced the overall liquid milk market, particularly for low-sugar soy milk
which grew by 15% in the first quarter of 2009. (Jitpleecheep, 2010)
According to a report in The Nation dated October 8, 2015, the market will
see a growth of 8% to THB 18.5 billion. (RUNGFAPAISARN, 2015)
According to Beverage Innovation 2016 Online Summit, the carbonated soft
drinks category has endured a negative compounded annual growth rate of
3% for the past five years. Thailand is no exception when it comes to health
and wellness trend. According to The Nation in a report dated November 9,
2015, both Coca Cola and Pepsi Cola have boosted their water and juice
drink portfolios to tap the Thai trend of healthy drinks. Therefore, its time for
Coca Cola to look at alternative drinks other than carbonated colas, juice and
sparkling waters to remain relevant in the lives of its consumers.
In Thailand, soy milk is part of the local street food and breakfast culture. In
fact, Thailand is the second highest soy milk consumption country, according
to a research conducted by Tetra Pak. (Kongrut, 2014) Each glass of freshly
made soy milk costs only THB 5 although the vendors are not totally hygienic
and some of them even add condensed milk and ordinary milk to it. The
packaged brands available in stores are Vitamilk, Lactasoy, DNA, Home Soy,
Silk and another local brand, Tofusan, that is only available at 7-Eleven
outlets. A single serving pack costs THB 10 15 but there is a perception
that the packaged soy milk contains preservatives. Soy milk in Thailand is
perceived as a cheap source of protein and the drink is associated with the
elderly and is therefore not appealing to the youth. So some beverage
companies are trying to lure the young population with flavored soy milk
8

chocolate, green tea and variants with collagen. The Thai market of soy milk
still has few players, with little differentiation, offering few flavors, therefore
there is space to launch exciting flavors and formats and grow the market,
which is currently sized at approximately THB 18.5 billion. (Wankawisant,
n.d.) Another positive indication is corroborated by the fact that in 2009 soy
milk sales in Thailand outpaced the overall liquid milk market, particularly for
low-sugar soy milk which grew by 15% in the first quarter of 2009.
(Jitpleecheep, 2010)

Internal Analysis
Brand and Company Background
FairLife is a brand of dairy milk launched in the USA by the Coca Cola
company in the year 2014. FairLife is free from lactose, contains 50% more
protein, 30% more calcium and 50% less sugar than regular milk. (We tried
Coca-Cola's new milk that costs twice as much as regular here's the
verdict, 2015).
Coke is the leader in the cola segment with 50% of market share in Thailand.
(W&S Co., Ltd., 2014). According to The Nation in a report dated November
9, 2015, both Coca Cola and Pepsi Cola have boosted their water and juice
drink portfolios to tap the Thai trend of healthy drinks. Thailand is the second
highest soy milk consumption country, according to a research conducted by
Tetra Pak (Kongrut, 2014) and therefore, it makes sense for Coca Cola to
foray into the packaged soy milk market with a new brand. Such a product
from Coca Cola would also help in creating a more positive and caring image
to the parent company, recently under attack for and experiencing declining
growth in the cola segment.

Resources
FairLife Soy Milk will use one of Coca Colas current advertising agencies to
help in planning the pre-launch and launch campaigns for FairLife. It will also
9

involve other promotional facilitators like PR, events and activation agencies
and marketing and media firms to create an integrated approach to its
launch.
Product USP
Isoflavones help combat cancers of the breast and prostate, menopausal
symptoms, heart diseases, osteoporosis and weight gain. (News and
perspectives, 2001) FairLife Soy Milk is organic and has the right amount of
isoflavones and low sugar that, if taken twice daily, will prevent these
specific health problems. This is unique because no other competitor has
claimed it. This USP is backed up by research and FairLife has bought the
right to use this claim from top international food and drug administration
authorities so that it cannot be used by any other brand. It comes in flavors
that appeal to the target segment regular, chocolate, coffee, and green tea.

SWOT Analysis
Established parent company
Established distribution
network
Organic
With the right amount of
isoflavones

Opportunities

Strengths

Weaknesses

Threats

Trend for health and wellness

food and drinks
Gen Y biggest spenders

Unfamiliar brand

Established street
vendors
Existing brands
New entrants

Figure 2 SWOT Analysis

The implications of the SWOT analysis are:

Heavy spending in advertising to establish an unfamiliar brand

10

Sales and consumer promotion to ensure retail space and generate

trial among customers

Strong convincing required to make customers switch from street

vendors to packaged soy milk

Strong brand USP to convince consumers to switch from other

packaged soy milk brands

Establish reasons to believe for those who do not drink soy milk
Leverage Coca Cola parent brand to lend credibility to new brand

Segmentation, Targeting and Positioning

Segmentation
The market for soy milk can be segmented according to geographic variables
(location, type), demographics (age, gender, occupation, income, education,
ethnicity), psychographics (attitude, lifestyle, personality, values), behavioral
(heavy or light user, brand loyal, buying status), usage occasion (quick
breakfast, refresh and reenergize in the middle of the day, nutritious drink at
night, multiple consumption per day), benefits sought (drink for lactose
intolerants, natural nutrition, health, hygienic, more protein, more calcium,
less sugar, flavors)
Targeting for FairLife Soy Milk
Geograp
hic
Thailand
Top
5
Urban
Cities

Demographi
c
Age: 35 - 45
Gender:
Women, men
Occupation:
Working,
homemaker
Household
income:
Minimum THB
50k

Psychographi
c
Information
overload
Healthcare
Save time by
online shopping
Modern
lifestyles
Hectic lifestyle
Look for health
food and drinks
Cautious about
hygiene
and
toxic materials
in food
Conscious
about
health

Behavioral

Usage

Drink
soy
milk
but
dont know
the
exact
benefits
Pays
premium
for
health
and
wellness
products

Regular or
medium
consumpti
on of soy
milk

Benefit
s
Organic
Preventi
on
of
diseases
Health
and
fitness
Weight
control
Hygienic

11

and onset of
diseases
Want to look
and
feel
confident
Table 2 Market Segmentation for FairLife Soy Milk

Rationale for FairLife Segmentation:

FairLife is aimed at 35-45 age group (both Gen X and Gen Y) as the
population of Thailand in the 35-49 age segment forms the bulk 24.6% of
the total population. (Population Pyramids of the World from 1950 to 2100,
n.d.) FairLife Soy Milk has further narrowed the segment to the top 5 cities of
Thailand Bangkok, Samut Prakan, Mueang Nonthaburi, Udon Thani, and
Chon Buri. The total population of these top five cities is 6, 241, 346. Out of
this aggregate population, FairLife is targeting 24.6% of the age group 35
49, meaning, a population of approximately 1.5 million people.
Therefore, it makes sense to target this group with messages that FairLife
has just the right amount of isoflavones to help them prevent certain types
of cancers and menopausal symptoms and still check their weight. People
start to worry about health when they reach 35 and look for all kinds of
health products to guard against certain physical conditions that might
hamper a normal lifestyle. The competition brands of soy milk in Thailand
target all age groups in single communication messages and show the
presence of amino acids, vitamins, and minerals without giving the consumer
benefits or the results of these components.

12

(Population Pyramids of the World, n.d.)

Figure 3 Population Pyramid of Thailand

13

Table 3 Most Populated Cities of Thailand

(World Atlas, 2016)

Positioning
FairLife is positioned as an organic soy milk with the right amount of
isoflavones that, if taken twice daily, will help prevent prostate and breast
cancers, heart diseases and menopausal symptoms. Its low sugar content
helps control weight. FairLife is hygienically prepared and is available in
convenient packaging of single and family serving packs in original, coffee,
chocolate and green tea flavors.

14

Analysis of Communications Process

The Sender, Receiver and All that is in Between
The sender is the brand FairLife from the Coca Cola company. Coca Cola will
be used in a subtle way to leverage the soy milk brand. FairLife will be the
main sender of the message.
A mix of verbal and non-verbal cues will be used to encode the message. For
example, verbal cues will include spoken words and written benefits of
FairLife soy milk. Non-verbal cues will include upbeat music, cool color
schemes and positive body language of the models in the communication.
Both personal and non-personal channels will be used in the optimum
combination to create the largest impact. The use of mass media will be nonpersonal channels of communication while the use of brand ambassadors,
endorsers, evangelists, brand promoters and salesforce will be the personal
channels.
The receiver of FairLife Soy Milk communication is concerned about ageing
and health and therefore FairLife will have a moderate to high commonality
with the receiver.
The advertisements of competitor brands and their presence on the retail
shelves form the noise in the communication between FairLife and the
receiver. Other forms of noise can be distraction during airing of FairLife TV
commercials, news and other advertisements on newspapers and the
Internet, obstruction of billboards, promoters of other brands in the retail
environment, and point-of-purchase materials of other brands.
Depending on how the receivers decode the initial messages from FairLife,
changes can be made before the launch. So it is important to gather
feedback from the target audience by pre-testing ads in focus group
discussions. However, as FGDs involve a small sample from the target
population, changes in communication messages may still be required after
15

the product launch and market response. Therefore, a post-launch research

will be conducted to check message comprehension, credibility, favorability,
purchase intent and other feedback necessary to make the adjustments in
future communication.

Source and Message

The soy milk category is a low-involvement one with the typical receiver
response hierarchy of learn-do-feel or cognitive-conative-affective according
to the low-involvement hierarchy model that depends upon product
differentiation

and

product

involvement.

In

this

situation,

product

differentiation is low and since consumers may focus more on non-message

elements, FairLife will use brand endorsers like doctors and nutritionists, a
peppy jingle, signature tune and an appropriate slogan to attract attention,
create awareness and help recall through repetitions. This will have a
positive influence on sales as the receiver might consider FairLife at the
purchase moment. After trial and usage, the receiver will have some
emotions about the brand.
The key message of FairLife is that it has the right amount of isoflavones that
fight cancers of the prostate and breast, menopausal symptoms, heart
diseases and its low sugar content helps to control weight. The message will
be communicated on mass media by doctors and nutritionists. Brand
promoters at the retail environment will generate trial and let consumers
know about isoflavone benefits and that only FairLife has this in the right
proportion. The non-verbal cues of the message will convey a carefree and
healthy life. Further endorsement and recommendations will be added by
health and wellness bloggers.
The message appeal will be based on a light fear appeal. The messages
show preventive measures we take for the external environment but tells us
these are not enough for prevention against diseases or situations pertaining
to our health.

16

The message structure will begin with the introduction and benefits of
FairLife Soy Milk and end with call to action of taking it twice a day and to
visit the Facebook and website URL for more information. The low sugar
content of FairLife will be on the pack of the product and will not need to be
mentioned separately as it is not ideal to dilute the key message.
FairLife hopes to evoke source-oriented thoughts of its message on mass
channels. Doctors and nutritionists have not endorsed any soy milk brand in
Thailand before so the brand hopes its source will create favorable
responses. Moreover, its use of models that appeal to the target group will
create more relevance. Ad-execution related thoughts will be evoked through
the use of non-verbal cues of color schemes, jingle, models and props.
The persuasion matrix is used to see how the independent variables like
message, source, media channel, receiver and destination have an influence
on the dependent variables the different stages of persuasion. For FairLife
Soy Milk, the persuasion matrix is as follows:
Source
Message
presentation

Attention

Message

Channel
On-ground
events
and
activation
to
create
awareness
and
generate trial. TV to be used
as
a
reminder
medium.
Personal selling to persuade,
generate trial and further
explain
the
consumer
benefits. Internet advertising
on health and wellness sites
to
for
awareness
and
information. Print ads to
inform and educate.

Use of
nutritionists and
doctors to get
attention and
credibility.

17

Receiv

Comprehension

Yielding

Isoflavo
explain
compon
that fig
fatal dis
and
other
sympto
Emotional
appeal to
create an
imagery.
An indirect
comparison
with
competition.
Product USP to
have
rational or
cognitive
appeal.
Use of soft
tones,
peppy music
or jingle
to create a
positive
image.

Retention
Behavior
Table 4 Persuasion Matrix

Communication Goals and Objectives

1. Create brand awareness and educate about brand benefits among 30%
of the target group within six months of launch through advertising in
electronic, print and outdoor media, launch event in Bangkok and
activations in top five urban cities, public relations and publicity, and
blogs on isoflavones benefits.
2. Generate trial among 10% of target within three months through
sampling and freebies of promotional items at malls, gyms, office
buildings, hospital foyers and yoga centers.

18

3. Create brand preference among 50% of target audience within one

year by creating a favorable image through endorsements, brand
information, promotions and tips on healthy lifestyle on brand website
and social media.
4. Trigger word-of-mouth promotion within six months of launch through
brand ambassadors and brand evangelists.
5. Trigger purchase through in-store point of sales merchandizing and
packaging.
6. Switch consumers from street vendors and packaged brands of soy
milk within one year through advertising and mall activations.
7. Create new users within one year of launch through information
leaflets, signage at doctors chambers and clinics, websites on health,
blogs on isoflavone benefits, and viral videos on social media.

Communication Channels
For an effective pre-launch and launch campaign of FairLife Soy Milk, a
combination of personal and non-personal channels will be used to create
the maximum impact.
To create awareness and recall, channels of non-personal and mass type will
be used electronic, print, and outdoor.
For communicating the consumer benefits in detail, that is, to educate and
persuade consumers, a number of personal channels will be used.

Personal selling by brand promoters at the retail level

Doctors and nutritionist panel at the brand launch event and

subsequent on-ground activations

Blogs by brand endorsers and evangelists
Salesforce to the channel members

Budget Determination
The percentage-of-sales in combination with objective-and-task method is
used to set the promotional budget for FairLife Soy Milk. The percentage-ofsales makes it easy to set the total promotional budget and the objectiveand-task method helps to allocate the total budget.
19

Table 5 Six-month Marketing Budget

To achieve 20% market share within year 1, FairLife needs to make sales of
THB 3.7 billion. 10% of the sales forecast is taken and allocated for
promotion of FairLife for the first six months, that is, THB 370 million. After
six months, the promotional budget will be adjusted according to market
response.

Breakdown of Promotional Budget

10%
5%
15%
30%

40%

Print, electronic, outdoor, retail

Social media
PR & Publicity
Personal selling
Sales Promotion

Figure 4 Breakdown of Promotional Budget

THB 370 million will be allocated as per the objectives and tasks at hand.
Since this is a new product, 40% (THB 148 million) of it will be allocated for
advertising in print (30%), electronic (40%), outdoor media (20%) and retail
environment (10%) to create brand awareness and inform about the brand
20

benefits, 30% (THB 111 million) on direct marketing (5%), social media and
website advertisements (20%) to disseminate brand benefits and related
lifestyle information, and blogs (5%). 15% (THB 55.5 million) on PR and
publicity through events and activations, 5% (THB 18.5 million) on personal
selling (sampling) to generate trial and 10% (THB 37 million) on sales
promotions to trigger purchase.

21

6-month budget allocation

90000000

80000000

70000000

60000000

50000000

Thai Baht
40000000

30000000

20000000

10000000

0
January

February

March

April

May

Month
Electronic

Print

Outdoor

Retail POP

PR and Publicity

Sales promotion

Sampling

Brand endorsments

Internet

Figure 5 Budget Allocation among Promotional Tools

A sustained presence in the print, electronic, outdoor media and retail

environment is meant to ensure the brand gets enough exposure to establish
itself, create awareness and inform the target group about its benefits.

22

The Internet media also needs to be maintained throughout the first two
quarters to ensure enough brand information is available on the cyber space.
Part of it will include blogs about the brand USP and benefits, ads on health
and lifestyle websites, hypermarket websites and Google, besides the
brands own website and Facebook page.
A big launch event will be held in Bangkok to create hype and generate PR
and publicity. So in the first month, spending will be higher. For the rest of
the months, there will be activations in malls, hospital foyers, gyms and
fitness centers as well as office buildings in the top five urban cities.
Sales promotion for the first three months will be held for salesforce, retailers
and consumers to trigger purchase and create a push. After three months,
there should be less dependence on promotions as the product should be
able to move from a push to a pull strategy.
Widespread sampling in the first quarter is needed to create brand
awareness, inform about the brand benefits and generate trial.
By the second quarter, after sufficient trials and usage, FairLife hopes to rope
in brand endorsers and evangelists who would talk and write about the
product.

Integrated Marketing Communications Program

Creative Strategy Planning and Development
The creative strategy for FairLife Soy Milk began with gathering all the
market and consumer intelligence related to the product category and seeing
the best way to position it for the target group. The initial stages of
deciphering market, competition and consumer intelligence helped to spot a
gap where FairLife can be positioned to make it relevant for the consumers.
The main idea for FairLife Soy Milk on which it is positioned is PREVENTION.
The reason is that FairLife wants its target consumers to realize that they
take a lot of preventive measures for their home or the external part of the
body but may be not enough for the internal part of their body. This
23

positioning will differentiate FairLife Soy Milk from the competition brands
available in the market.
All the communication messages and marketing activities of FairLife Soy Milk
will be based on the main idea of Prevention.
Symbols and signs that cue Prevention will be used in all communication to
attract

attention

and

persuade

the

reader

to

go

deeper

into

the

communication.
There will be two stages of FairLife communications strategy pre-launch or
teaser and launch. The pre-launch campaign will aim to attract attention and
create interest. The launch campaign will be informative in nature and will
create positive emotions among the target audience.
The static layouts will be the springboard for the TV commercials, on-ground
activations, outdoor and Internet campaigns.

Creative Strategy Implementation and Evaluation

The creative strategy for FairLife Soy Milk will be based on a combination of
rational and emotional appeals. The key information of FairLife and its
benefits for the consumers will be presented simplistically and will be
strengthened by a figure of a doctor or nutritionist. The emotional appeal will
be created through the use of images of the target group in cheerful moods.
The teaser layouts will use different symbols and cues of prevention like
mosquito net, umbrella, and picket fences. One headline will be in the form
of a question that will make the target consumer think. Hints of the brand
color scheme will be present in the teaser campaign. There will be TV, print
and outdoor media for the teaser campaign.
The launch ad will come in the form of a newspaper jacket or envelop to
attract attention. It will reveal the brand and the pack range. The headline in
the print ad will be crafted around Prevention while bullet points in the body
copy will elaborate the brand benefits. A figure of a nutritionist or doctor will
24

be used along with a couple or single woman/man that fits the target group
of FairLife. A green and blue color scheme will be used to connote natural,
healthy and fresh. The tagline of the campaign will be Say Cheers to Life!
to generate positive emotions and brand image. A mnemonic in the shape of
a milk drop with the copy Twice a day, every day will be used to drive
usage. The product range shot will show the flavor variants and the low
sugar content on pack. The visual of the doctor or nutritionist will be
alternated with models that appeal to the target audience, depicting cheerful
situations.
The TV commercial will also consist of a teaser and a launch campaign. The
teaser will be 5 seconds long, based on the static teaser campaigns. The 40second launch TVC will feature both the doctor or nutritionist and real- life
situations of the target group. A catchy and upbeat jingle and signature tune
at the end will be used to create memorability and recall. Parts of the
communication like the milk drop mnemonic and the tagline will be animated
to attract more attention and help recall.
The radio commercial will be based on the jingle and signature tune from the
TV commercial. The use of a cheerful voice will help create positive emotions
and the signature tune and jingle will help brand recall.
Focus group discussions will be held before the launch of FairLife to test the
concept, advertising route and execution among a sample of the target
group. Three months after the launch, another round of focus group
discussions will be held to check message comprehension, brand recall,
purchase intent and favorability of the ads so that any required adjustments
can be made.
Please refer to the following pages for the creative layouts.

25

Is this mosquito net prevention

enough?
Teaser campaign 1

26

Can this umbrella

prevent

your smile from turning into a frown?

Teaser Campiagn 2

27

Can these picket fences prevent diseases from entering

your home?
Teaser Campaign 3

28

Launch print ad 1

Introducing FairLife Soy Milk!

only soy milk with the right amount of isoflavones
prevent

that

Cancers of the breast and prostate

Menopausal symptoms
Heart diseases
Weight gain

Say Cheers to Life!

Drink TWICE a day, every day!

The

For more info, log

in to
www.fairlife.com/t
h or
facebook.com/fairl

29

Launch print ad 2

Drink TWICE a day, every day!

For more info, log
in to
www.fairlife.com/th
or
facebook.com/fairlif
e

30

Media Planning and Strategy

A combination of mass media, out-of-home media, support media and the
Internet media will be used to reach the target audience for FairLife Soy Milk.
The use of all these media in an integrated manner will ensure maximum
total impact of the brand on the target audience.
Market Analysis
Who are we talking to?

Our target market for FairLife Soy Milk composes of men and women
between 35 to 45 years of age, living in urban areas of Thailand, having
white-collar occupation, are members of both Generation X and Y. The target
group consists of both soy milk drinkers and non-drinkers. They are
conscious of theirIntroducing
weight and workFairLife
out regularly
to keep
fit and healthy. The
Soy
Milk!
women of this age group may or may not be conscious of menopausal

only soy milk with the right amount of isoflavones

prevent
within this age group regarding prostate cancer.

The

that

symptoms and risks of breast cancer. The same can be said of the men

Cancers of the breast and prostate

Menopausal symptoms
A total of THB 370 million is allocated as media budget. This budget will be
Heart diseases
implemented through media agencies of Coca Cola Company in Thailand for
Weight gain
Internal and external factors influencing the media plan

print, broadcast and outdoor media. The support agencies will handle the

Say Cheers to Life!

sales promotion and POP materials production and installation of FairLife Soy
Milk. A separate digital media agency will be used for maximum impact
through the Internet and interactive media.
The external factors like competition spend in different media, change in
media rates, growing economy, the media where the target group of FairLife
spend the most time and propensity to spend more by consumers will be
taken into account while planning the media for FairLife Soy Milk.

31

Points of Promotion

The promotion for FairLife Soy Milk will be at high-end neighborhoods of the
top five urban cities of Thailand: Bangkok, Samut Prakan, Mueang
Nonthaburi, Udon Thani, and Chon Buri. (The largest cities in Thailand,
ranked by population, n.d.)
Media objectives
1. Reach 30% of the target audience through the use of print, electronic
and outdoor media within six months of launch.
2. Reach 50% of the target audience through Internet media within six
months of launch.
3. Heavy burst just before news and entertainment programs to catch the
audience.
4. On internet media, use health and wellness sites, news sites,
hypermarket sites, social media sites and Google for placing ads.
5. Create Facebook page for FairLife and get 50,000 likes within three
months.
Media habits of Thai people from Generation X and Y
Differences in media consumption between different age and social groups
are declining as internet use spreads throughout the population. Out-of-home
media are stronger in urban areas while radio is more popular in rural areas.
On weekdays TV is consumed mainly in the morning before work, and in the
evening and late night after work. TV consumption is more spread out on
weekends. Radio is consumed more evenly throughout the day as a
background soundtrack while traveling or working.

32

Figure 6 Average daily media consumption in Thailand (Anne Austin, 2015)

Smartphone and TV are the two main devices people spend most time with
in Thailand. 50% of users spend over six hours daily on their smartphones
and 3 to 5 hours per day on their TV, tablet or computer. The Thais use their
devices for entertainment playing games, chatting, watching entertainment
programs, web searching and online shopping. Gen X uses more than one
screen to complete an online purchase whereas Gen Y uses one. Apart from
watching dramas and variety shows, the Thais leave the TV on for music to
create an ambience at home. (Flash, 2014)
Gen Y is the biggest group of consumers today in Thailand. They are techsavvy, social, financially literate, information driven and selective. For them,
it is important to use social media to complement traditional media. 79% of
Gen Y get information on current events on social media and 69% read news
from websites while 51% of Gen X read news from websites. Only 26% of
Gen Y read a printed newspaper compared to 39% of Gen X. 55% of Gen Y
spend more than two hours a day on social media compared to 36% of Gen
X. 82% of Gen Y watch TV and 23% listen to the radio. (SCB Economic
Intelligence Center, 2014)

33

Media strategies
Media mix

The TV, print, radio and outdoor media will establish the new brand in the
market and provide the key brand benefits. For detailed information about
FairLife Soy Milk, the Internet and personal selling through brand promoters
and sales teams in the retail environment will be employed. The Internet
media will also be used to promote viral videos that are related to health and
wellness of the target group. Launch event and activations will be used both
for establishing the brand as well as for disseminating more information
about the brand by using relevant doctors and nutritionists to generate
newsworthy PR and publicity. Pictures from these events will be posted on
the brand website and social media pages.

Advertising
Advertising Objective
1. Gain attention, create awareness and give product information to 30%
of the target audience within six months to become part of the
consideration set of 20% target consumers within three months.
Advertising Budget
THB 133,200,000 of the total promotional budget of THB 37 million will be
allocated for advertising in print (30%), electronic (TV 35% and radio 5%),
outdoor media (20%). THB 14.8 million will be used for retail merchandising
print and installation.
Advertising Message
The advertising message introduces FairLife Soy Milk brand in the market as
the only organic one with the right amount of isoflavones to prevent cancers
of the breast and prostate, heart diseases and weight gain. The tagline - Say
Cheers to Life - is aimed at creating positive emotions among the target
group who are concerned about their health and wellbeing. To increase
consumption, a mnemonic with the message Twice a day, every day is

34

used. To encourage more product information, the website and Facebook

page URL is given.
Advertising Media Strategy
The broadcast media will be used to establish the brand name and as a
medium for reminder and repetition by airing just-before popular TV and
radio shows. Print ads will feature in leading newspapers, magazines and
lifestyle supplements. The outdoor media like electronic and static billboards,
elevator door branding as well as transit branding will be used to gain top of
mind awareness. In-store POS and packaging will draw attention toward the
brand.

Sales Promotion
Sales Promotion Objectives
1. Create retail contest among leading hypermarkets and convenience
stores and reward top 20 retailers with the highest sales of FairLife Soy
Milk within two months of launch.
2. Extra 5% incentives for top ten members of the salesforce successful in
exceeding their sales target by 10% in every month for the first quarter
of launch.
3. Offer 10% bulk discounts to consumers on packs of 6 single-serving
SKUs for the first month of launch to trigger trial and purchase.
4. Combine the above three to produce 10% of total annual sales of THB
925 million within the first quarter.
Sales Promotion Budget
THB 37 million or 10% of the total promotional budget will be used for sales
promotion. This will include 5% incentives for those salesforce member who
can exceed the target by 10% in the first three months, discounts for top 20
retail contest winners, and consumer promotion of 10% bulk discount during
the first month.

35

Sales Promotion Message

Salesforce

Retailers

Consum ers

Reach for the

skies and get
rewarded!
5% bonus for top
ten salesteam
m em bers every
m onth till three
m onths on
exceeding sales
target by 10%

Shoot for the stars to

get recognition and
rewards!
Top 20 retailers with
best Fairlife Soy M ilk
decoration in stores
and best sales w ithin
first tw o m onths to
get discounts on next
tw o purchase cycles

Introductory price
offer from Fairlife Soy
M ilk
Buy 250 m l X 6
Fairlife Soy M ilk packs
at a 10% discount
and save TH B 15!
Offer valid for
introduction m onth
only so hurry!

Sales Promotion Strategy

In the first month of the launch, a consumer promotion is meant to create
push sales. Among the retailers, a retail contest will be held over the first two
months to get them excited, get buy-in from them about the new brand, and
push sales. The salesforce of FairLife will be given extra incentives if they
exceed their sales target in the first quarter of the launch. The strategy is to
time the promotions across the three tiers of retailers, salesforce, and the
consumers in order to create and maintain steady sales of FairLife at the
initial stage of its product life cycle.

PR and Publicity
Objectives of PR and Publicity
1. Create hype around FairLife at time of launch.
2. Generate 60% paid and 40% earned news about FairLife during the
first quarter of the launch.
3. Lend positive image to Coca Cola company at the time of launch.
4. Create at least 10 brand ambassadors and brand evangelists within six
months of launch to trigger word-of-mouth communication and
referrals.

36

PR and Publicity Budget

THB 55.5 million or 15% of the total promotional budget will be spent to
generate PR and publicity through a mega launch event in Bangkok and
smaller scale activations in the top five urban cities.
PR and Publicity Message
The PR and Publicity message will be centered around the USP of FairLife Soy
Milk the right amount of isofalvones to fight cancers of the breast and
prostate, menopausal symptoms, heart disease and weight gain. The
presence of a panel of doctors and nutritionists will lend credibility to the
brand and help in greater acceptance by the stakeholders. The cues of
prevention like umbrellas, mosquito nets and picket fences will be used as
props on the venue to tie to the main idea of prevention. When the main
guests enter the event hall they will all be wearing helmets as a sign of
prevention and also to create buzz among the audience.
PR and Publicity Strategy
A big launch event to be held in a plush hotel in Bangkok where media,
doctors and nutritionist fraternity, distributors, government officials, and
blogger community will be invited. The program will be presided over by the
country head of Coca Cola along with other key team members of FairLife
Soy Milk and a panel of doctors and nutritionists. Press releases with
photographs of the event will be handed out to the media for coverage. The
blogger community would be encouraged to write about FairLife and post on
the brand website and other health and wellness sites.
With a local panel of doctors and nutritionists, FairLife will hold on-ground
activations on a smaller scale in the top five cities of Thailand over the next
five months. The brand benefits will be focused upon and there will be
tasting sessions of the variants of FairLife Soy Milk in places like office
entrances, shopping malls, hospital foyers, gyms and fitness centers.
Promotional items like branded recipe booklet with 5 recipes using FairLife
Soy Milk will be distributed.
37

The main strategy is to create a buzz in Bangkok and sustain it over the next
several months in all the five cities to generate maximum news coverage
and articles from bloggers.

Personal Selling
Objectives of Personal Selling
1. Generate 30% trial of FairLife Soy Milk within three months of launch.
2. Give detailed brand information to all the retailers and 20% target
customers at the retail environment and at hospital, gym, office and
fitness center foyers.
3. Drive 10% of the target audience to brand website and Facebook page.
4. Get buy-in from the retailers.
5. Give information on consumer promotion offer to 20% of the target
customers.
Personal Selling Budget
THB 18.5 million or 5% of the total promotional budget will be spent on
brand promoters, product sampling, promotional product of recipe booklet
and leaflet printing and distribution in the top five urban cities of Thailand.
Personal Selling Message
Product leaflets will have details of isoflavones, the USP of FairLife and the
brand website and Facebook page URL where target consumers can
comment about and engage with the brand. Brand promoters in branded tshirts and caps will greet potential customers and offer one of the four
flavors of FairLife Soy Milk for tasting. While pouring, the brand promoter will
talk about the brand USP and give information on the consumer promotion
offer. If the customer tastes it, the promoter will thank him/her and give out a
recipe booklet and a product leaflet with a request to give feedback on the
brand website. In case some target customers do not taste the product, the
promoter will mention the consumer promotion offer, hand out a product
leaflet and the recipe booklet with a request to visit the brand website to
know more about how cancers and heart diseases can be prevented.

38

Personal Selling Strategy

Brand promoters with extensive training on FairLife and its USP will be
stationed in major hypermarkets, convenience stores, hospital foyers, office
building, gyms and fitness centers to approach potential customers with
product leaflet, recipe booklet and sample packs of FairLife with a branded
disposable paper cup. The main strategy is to get the target customers to try
FairLife, give them information on the consumer offer and drive them to the
brand website for further engagement.
The same strategy will be applied for the retailers through the FairLife
salesforce team at the time they will persuade the retailers to stock the
brand. The retailers will be offered to taste FairLife, given point-of-purchase
merchandise kit and be informed of the retail contest with attractive rewards.

Direct Marketing
Objectives of Direct Marketing
1. Inform 40% of the target customers about promotional offers and
mobile app.
2. Drive 10% of the target customers to retail.
3. Drive 20% of the target audience to the brand website and Facebook
page.
4. Drive 10% of the target audience to download the mobile app.
Direct Marketing Budget
THB 550,000 will be split between app development and sending push SMS
to potential customers by using a published database or by paying a fee for a
database from headhunting agencies or LinkedIn.
Direct Marketing Message
A short and simple message on FairLife Soy Milk will be given on the SMS. It
will hint at its prevention power and ask receivers to take advantage of its
special introductory price in all leading supermarkets. The message will end
with a call to action to download the mobile app, visit the brand website and
Facebook page URL.
39

Direct Marketing Strategy

The strategy of direct marketing is to pack in all the key information in as few
words as possible and direct the receiver to download the mobile app and
visit the retail, brand website and Facebook page.

Internet Marketing
Objectives of Internet Promotion
1. Create brand awareness and association with health and wellness
among 25% of the target audience within three months of launch.
2. Create brand preference among 50% of target audience within one
year by creating a favorable image through blogs and tips on healthy
lifestyle on brand website and social media.
3. Create 50,000 likes on Facebook page within three months of launch.
Internet Promotion Budget
A promotional budget of THB 22.2 million is allocated for ads on Google,
health and fitness websites, hypermarket websites, blogs, news websites and
social media like Facebook and Line.
Internet Promotion Message
While the ads placed on news, Google, health and fitness websites,
hypermarket websites and social media will have a product range visual with
the key message on USP and consumer benefits, more information can be
found once the visitor clicks on these ads and is redirected to the brand
website. The blogs will be more informative with research, facts and figures
on isoflavones and how FairLife has this in the right amount.
During the first month of launch, the consumer promotion offer will also
feature on the ads to drive customers to the retail stores to make the
purchase.
Internet Promotion Strategy
As research has revealed that the target audience spends much time on the
Internet for getting news and information, it is imperative for FairLife to be
40

present on this media in a major way to create brand association,

engagement and loyalty. To get the attention of the target group from all
possible cyberspace avenues FairLife will do the following:
1. Create its own Facebook page to give brand information, announce
events and consumer promotions, hold contests, get feedback and link
to the brand website.
2. Place banner ads in Google search engine, news and health websites,
and websites of hypermarkets.
3. Put viral videos on its own website and Facebook page.
4. Promote its mobile app that gives health tips and sets appointments
with FairLifes own panel of doctors and nutritionists.
5. Have a live chat option on its website where queries are answered by
nutritionists and doctors.
6. Have blogs on isoflavones on the brand website and in other health
and wellness websites.

Campaign Integration
TV
Radio
Print
Out-of-home
Internet ads
Push SMS
Brand website and FB page
Retail
PR and Publicity
Events and activations
Consumer promotions

TV
Radio
Print
Out-of-home
Internet ads
Push SMS
Brand website and FB page
Retail
PR and Publicity
Events and activations
Consumer promotions

Figure 7 Campaign Integration

The figure above shows how each promotional tool will help the consumer
move to the next stage of the consumer journey. The mass media will drive
them to the retail and the Internet media. Outdoor and radio advertising will
lead to TV commercial and print ad viewing. Internet advertising will drive
the consumers to the brand website and Facebook page. Push SMS can make
the consumer go both to the retail and to the brand website and Facebook
page. The events and activations that help generate PR and publicity will
41

ultimately drive the target audience to read the print ad or watch the TV
commercial more carefully as a result of the buzz. Consumer promotions will
trigger increased retail footfall.

42

Launch

Phase
Pre-launch

Create brand awareness

Informabout brand benefits, drive website visit

Brand information and image creation

TV
Radio
Out-of-home
Retail POP
Newspapers
Magazines

Timeline
Month 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Attract attention and trigger purchase

Generate sales
Generate sales
Trigger trial and purchase
Generate trial, give brand information, inform
about consumer promotion,
trigger feedback and blogs, give away recipe
booklet as a form of brand retention

Retail POP merchandise

Sales promotion among retailers
Sales promotion for salesforce
Consumer promotion

Personal selling through

product sampling

Direct marketing

Brand awareness, product trial, create

brand evangelists
Brand awareness and sustained publicity

Regional activations
Regional PR and Publicity

Informabout introductory price and

call to action to visit retail, brand website and FB
page through SMS
Mobile app for getting health tips and
doctor or nutritionist appointment

Introduce brand, create excitement, trigger blogs

Brand awareness

Launch event
Launch PR and Publicity

Brand awareness,
image creation, customer engagement, drive
Facebook page
visitors to brand website, informabout consumer
promotion to drive retail footfall
Brand awareness and information, create brand
Brand website
preference, forum for live discussion with
doctors and nutritionists
Brand awareness and drive to FB, brand website
Google ads
and retail
Ads on health and news sites Brand awareness and salience, website visit trigger
Brand information, establish credibility,
Blogs
trigger word-of-mouth advertising and referrals

Communication Objective(s)
Attract attention and create interest

PromotionTools
Print, TV, billboards

GANTT Chart of IMC Activities

Table 6 GANTT Chart

43

The GANTT chart above shows the promotional tools at two stages of FairLife
promotion - pre-launch and launch.
In the pre-launch phase, FairLife will have teaser campaigns on mass media
like the TV, print, and outdoor only to attract attention and create interest.
This campaign will take place prior to the launch month.
In the launch phase, the marketing communications for FairLife Soy Milk will
be

integrated

across

media

to

give

synchronized

message.

The

promotional mix of advertising, personal selling, direct marketing, internet

marketing, PR and publicity and sales promotion will be used in tandem and
in varying degrees to solicit the desired response from the target audience.
Non-personal media will create brand awareness and recall, create brand
image and give basic brand information. The website and Facebook page
URL will give detailed brand information, drive the audience from the mass
media to the Internet as well as to the retail. When the consumer is in the
retail environment, there will be POP materials to attract attention. The
brand promoters at the retail environment and in office, gym, fitness center
and hospital foyers will give detailed information and persuade the customer
to try the brand and make a purchase (when in the retail environment only)
and visit the brand website and Facebook page to leave comments. Sales
promotion messages will be provided through push SMS and on the Internet
to drive customers to the retail and make a purchase. PR and publicity will
create attention and brand awareness.

Monitoring and Evaluation

Promotiona
l Tools
Advertising

Communication
Objective(s)

KPIs

Timeline
for
checking
or
conducting tests
Mth Mth Mth Mth Mth Mth
1
2
3
4
5
6

44

Newspaper

Brand awareness,
image
creation
and
brand
information

Radio

Create brand
awareness and
recall
Create brand
awareness and
recall
Attract attention
and create TOM
recall
Attract attention
and create TOM
recall

TV

Billboards

Transit and
elevator
door
branding
POP

Direct
Marketing
Push SMS

Mobile app

Internet
Marketing
Facebook
Page

Post-launch
test for 20%
brand recall,
10%
message
comprehensi
on, 5%
purchase
intent and
favorability

Attract attention
and
trigger
purchase

Sales data

Price promotion
information,
drive traffic to FB
page, website and
drive to retail
Create brand
engagement and
drive customer
relationship

Number of
visitors to FB
page, brand
website and
retail
Number of
appointment
s with
doctors and
nutritionists
made
through app

Brand awareness,
image creation,
customer
engagement,
drive visitors to
brand website,
inform about
consumer
promotion to drive

Number of
likes and
shares on FB
page,
number of
visitors
redirected to
brand
website from
45

retail footfall

FB page

Brand
website

Brand awareness,
image creation,
customer
engagement,
brand information

Advertising
on websites

Brand association
with health, brand
awareness,
trigger mobile app
download

Growth in
the number
of visitors
who engage
in online
activities
Number of
visitors
redirected
from ads to
website and
FB page,
number of
likes on
Facebook,
number of
times mobile
app was
downloaded
Comments
on blogs

Blogs
Sales
Promotion
Consumer
price
promotion
Retailer
sales
promotion
Promotion
for
salesforce
Personal
Selling
Product
sampling

Establish
credibility

Trigger trial and

purchase

Generate sales

Number of
sales
of 6-pack
bundles
Sales data

Generate sales

Sales data

Generate trial and

purchase,
trigger blogs

Sales data
per
hypermarket
and
convenience
store
46

Number of
blogs
Leaflet
distribution

Disseminate
brand information

Recipe
booklet
distribution
PR and
Publicity
Launch
event

Brand retention

Activations

Generate brand
awareness and
trial,
create brand
evangelists

Introduce brand to
stakeholders,
trigger blogs,
generate media
coverage and
publicity

Number of
visitors on FB
page and
brand
website
Brand recall
test

Number of
coverage in
online and
offline
media,
number of
blogs,
number of
bloggers,
ratio of paid
versus
earned
media
Number of
trials,
number of
blogs,
comments
on blogs,
brand
awareness
and recall
percentage

Table 7 Timeline and KPIs for Measuring Effectiveness

Key performance indicators or KPIs have been set for each promotional mix
and tool used and its effectiveness has been tied back to its objectives.
The effect of product sampling in terms of number of trials generated and
sales made will be tracked from the first month. In the first month also will
the number of visitors will be tracked on the Facebook page and brand
website. Since the major launch event will be held at the time of product
47

launch, its effects will be tracked right after the first two weeks to see the
ratio of earned and paid PR coverage and the number of bloggers and blogs.
The rest of the promotional activities will be tracked after the first month of
the launch as some time should lapse before effectiveness can be properly
measured. For mass media advertisement, the effects on brand recall,
message comprehension, favorability and purchase intention will be
measured in the third month. If the results show less than 10% purchase
intention or less than 20% of the sample population not aware of the brand,
the message will be changed for better brand awareness and more trial
generation.
If results do not show at least 200 mobile app downloads or enough traffic on
the Facebook page or brand website, changes will be made to have more ads
placed on more health and wellness and news sites.
Advertising spend on Facebook page can be adjusted if after the second
month there is not at least 30,000 likes.
The sales promotion for consumers, retailers and salesforce will be measured
from the second month of the launch and adjustments made if there are any
unexpected changes. For example, if the consumer promotion in the first
month is not generating expected sales, the budget will be readjusted or the
consumer promotion will be highlighted in regular advertising promotions on
mass media or on push SMS.
The on-ground activations in all the five cities will be closely monitored to
see how many bloggers and brand evangelists are generated and the
subsequent number of blogs. In case the number of blogs has not reached at
least 20 in the second month, a separate session will be held where only the
blogger community will be invited.
Monthly measurements will be conducted for each of the promotional tools in
order to take corrective steps before it gets too late to be fixed.
48

Conclusion
The launch of FairLife Soy Milk in Thailand aims to grow the category and
drive more consumption among the target group of people between 35 45
years. The brand hopes to create and maintain its equity through an
effective and efficient integrated marketing communications plan that can
create brand awareness, strong association, meaningful engagement and
loyalty.

49

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Flash. (2014, October). Digital is the 5th Element. Retrieved from Intage:
http://www.intagethailand.com/upload/newflash/025_Digital_is_the_5th_Element.pdf
Jitpleecheep, P. (2010, April 19). Thai Soymilk Maker Green Spot Seeks Strategic
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