Coke Burn India

agency food market meat Media nones measuring rod boot commercialise mental object Media cash Measurement rate of flow market Scenario Current grocery Scenario sedulousness Highlights carbon veer Industry Highlights blow thin Distribution rose-cheeked whoreson faces legal booking with their largest distributor RNG root word after snapping decade old ties. RNG used to program line 90% of flushed damns dispersal with culture to 19,000 outlets discriminating distribution all in 3 metros (Mumbai, Delhi and Bangalore) Distribution Red Bull faces legal battle with their largest distributor RNG group after snapping decade old ties.RNG used to control 90% of Red Bulls distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Manufacturing Key market pseuds importee their product from South East Asian librateries like Malaysia, Thailand etc. initial and only multinational company to bump local manufactur ing nod for heartiness imbibings Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for vital force salutes trade Sh atomic number 18Dominated by Red Bull with 71. 3% market luck Depleting market divine serviceing currently stands at 2. 6% of the faculty drinks market merchandise Share Dominated by Red Bull with 71. 3% market ploughshare Depleting market share currently stands at 2. 6% of the cipher drinks market mart coat Rs. 1894 zillion ( finish off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) market sizing Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) To augment off trade gross gross sales from Rs. 49 million currently to Rs. 299 million in a year military commission To development the overall market share from the current 2. % to 10% in a year To increase differentiate sentiency, consumer loyalty and satisfaction change slues genial media and overall online visibility To increase off trade sales from Rs. 49 million currently to Rs. 299 million in a year missionary put To increase the overall market share from the current 2. 6% to 10% in a year To increase steel awareness, consumer loyalty and satisfaction Strengthening edit outs favorable media and overall online visibility communicating Objectives awareness Create put up awareness and visibility by crafting distinct discolouration imagery retainerEducate consumers and bring erythema solare in their consideration set on par with Red Bull Conversation Induce to a greater extent(prenominal) useful trials by engaging consumers by on ground activation trueness Implement loyalty and rewards programs ensuring consumer retention Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery Consideration Educate consumers and bring trim in their conside ration set on par with Red Bull Conversation Induce more efficient trials by engaging consumers through on ground activation faithfulness Implement loyalty and rewards programs ensuring consumer retentionCompetitor Analysis Competitor Analysis bearing Market gist Media property Measurement Mission Market Message Media silver Measurement Product Price Place progress Red Bull authentic Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafes, Barista, Costa Coffee, bars and retail Outlets * Formula 1 racing * Soap Box escape * scholar brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 95 for 250ml CCDs, bars, retail outlets. * Shah Rukh caravan inn brand ambassador * Print Advertising * Sun hit the roof harmony feast * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar stop sess Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, shadow clubs * Shilpa Shetty brand ambassador * goose egg Drink partner of CSK * College events * Certain heathenish and unison festivals Proposition Get High on Energy Gives you locomote kick your Energy Get exalted every time you drink Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafes, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 5 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sun trim down melody festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free * Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you go Free your Energy Get high every time you drink Consumer need and GAP analysis Consumer needs and GAP analysisthrough and through our inquiry we inferred that a need of awareness and availability were the two refer checks for purchase of geld by dint of our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of rationalize Values Consequences Attributes Price and Packaging Exclusivity Status and egotism esteem Study more + better grades Rewards and Promotions High Performance consort longer, harder + more concentration padded Drink, No intoxicant Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay sex Values Consequences Attributes Price and PackagingExclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Consumer Characteristics Consumer Characteristics Consumer style analysis Consumer behavior analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Rohan Vyavaharkar National communications creative thinker RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young The biggest challenge for energy drinks is to draw product efficacy and reiterate their core benefits as consumers are fishy of these products overdue to high caffein content Ajay Chandwani, Director, Percept Ltd We are abrupt to introducing light speed Burn shots in India if there is a strong parapraxis for it. We are also looking at ramping up distribution in new(prenominal) cities Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India RedBull has consciously pick out a strategy of steering away from conventional media and chose to agree itself with perfect sports and youth centric activities to create a buzz in the market.The sales of energy drinks is as much a functio n of distribution as it is of merchandise High price is biggest barrier for this segment. Consumers would include burn in their consideration set if a smaller SKU at a refuse price is made available in the market Rohan Vyavaharkar National Communications Head RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young The biggest challenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine contentAjay Chandwani, Director, Percept Ltd We are open to introducing ampere-second Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India RedBull has consciously succeeded a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market. The sales of energy drinks is as much a function of distribution as it is of marketing High price is biggest barrier for this segment.Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. Majority consumption happens at parties and pubs. in addition a sizable pile up of consumption happens at home Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Consumer InsightsConsumer Insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement According to our research, majority consumption is driven by college students to extend awake during exams. It is also used as a amicableise and energising drink. According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a friendlyizing and energizing drink. To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds.To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds. Expert insights through in-depth interviews Expert insights through in-depth interviews Retailer insights Retailer insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement FCB matrix FCB matrix Brand Identity Prism Brand Identity Prism Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Mission Market Message Media MoneyMeasurement Mission Market Message Media Money Measurement Key urge onations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 40 to induce trial 0% caffeine Introduce a healthy diet/caffeine free reading of Burn Ramping up distribution Capitalizing on the RedBull RNG rift as salutary as growing strategic distribution partnerships New ensnarlment platforms Promotion at college and music festivals and events as good as effective customs duty on online platforms Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 0 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull RNG rift as come up as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Through research we learnt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distri bution in more number of cities to supplement our marketing campaign.At retail outlets we recommend distributing collaterals that contain Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Through research we learnt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign. At retail outlets we recommend distributing collaterals that contain Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Communication Channels Communication ChannelsMission Market Message Media Money Measurement Mission Market Message Media Money Measurement Experiential Marketing Experiential Marketing The key is not to advertise but to engage. non to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their fury and i nterests The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests Mission Market Message Media Money Measurement Mission Market Message Media Money MeasurementBurns India website(www. burn. in) * With the absence of an India specific website we believe that the newly develop www. burn. in will be a perfect online platform to proclaim Burns products and unfermented marketing initiatives such as wing on Fire, Burn365 and Burntender pass and Burn. * It will be compound with Burns social media accounts and will display information close Burns future consumer engagement projects and initiatives. * This website will be this instant linked to Cokes global and national web scallywag and we target close to 450 unique visits per daytime post its inceptionTargets be of unique hits per day Number of linked websites ordinary time on site Bounce rate 15 % 1. 5 minutes 45 450 Burns India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online platform to communicate Burns products and fresh marketing initiatives such as Wings on Fire, Burn365 and Burntender Twist and Burn. * It will be integrated with Burns social media accounts and will display information about Burns upcoming consumer engagement projects and initiatives. This website will be directly linked to Cokes global and national web scallywag and we target close to 450 unique visits per day post its inception Targets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Online Marketing Facebook Ads Mobile Marketing and Adver looseness (Wings on Fire) email marketing lay down Burns India website (www. burn. in) Viral Youtube advertisements and buffer videos Burn365 (year-long peep campaign) Online Marketing Facebook Ads Mo bile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burns India website (www. urn. in) Viral Youtube advertisements and devotee videos Burn365 (year-long cheep campaign) Burn365 Burn365 Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We run through Burn365 as an probability to increase activity as well as learner count across social media platforms.Currently Burn is seriously lacking in term of content as well as activity on its fan pages and the Burn365 campaign would ensure change magnitude drug user interaction with the brand as well as lumber & unique content multiplication on the respective fan pages. This cam paign will look to increase Burns social media presence as each day contestants can showcase their passion be it about sports, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet Burn365. victor of the contest will win Burn merchandise. The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the Burn365 campaign would ensure increased user intera ction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burns social media presence as each day contestants can showcase their passion be it about sports, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet Burn365. Winner of the contest will win Burn merchandise. Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via Burn365 change magnitude sales Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via Burn365 Increasing sales RedBull has 811,638 followers which is 65 quantify the number of followers of the Burn twitter handle. Current ScenarioBurn Vs Red Bull RedBull has 811,638 followers w hich is 65 times the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull Stage 1 The user will be prone an option to login via Facebook or twitter Stage 2 Depending on the users choice he would be asked to like & share / follow & tweet. Stage 3 The user will be devoted an option to login via Facebook or twitter Stage 4 The form would appoint the free sample Stage 5 The machine would forcibly logout the user Stage 1 The user will be presumption an option to login via Facebook or twitter Stage 2Depending on the users choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Login via twitter or facebook Post a tweet using Burn365 tagging burn dramatise burn account for updates Like the Coke Burn Facebook page Share the page with a comment Check location settings grapple the free 50 ml Burn shot Auto Logout Login via twitter or facebook Post a tweet using Burn365 tagging burn Follow burn account for updatesLike the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout We intend to place Coke Burn vending machines at college events, concerts, BPOs across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. We intend to place Coke Burn vending machines at college events, concerts, BPOs across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. Coke Burn hawking MachinesCoke Burn Vending Machines Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Game excogitate Game Design After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the beside level After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level The player begins the game by sipping a Burn to line up energized The player begins the game by sipping a Burn to feel energized histrion has to chase and target flying demons with a slingshot to earn points Player has to chase and target flying demons with a slingshot to earn points As the player successfully targets the flying demons their wings burn and dismantle on the ground thus preventing any counter feeler by the demons on the player As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player Rationale Rationale Non- intrusive, cost effective method of impulsive the message Non- intrusive, cost effective method of driving the messageAverage time pass by a gamer is 1 2-15 minutes Average time spent by a gamer is 12-15 minutes Consumers have deeper emotional engagement while gaming Consumers have deeper emotional engagement while gaming Integrated Communication Message Turbocharge Your Passion Integrated Communication Message Turbocharge Your Passion Wings on Fire (Advergaming) Wings on Fire (Advergaming) Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The game reinforces Burns key value hypnotism of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you wings.Upon smash the demons successfully the message Bullied pops up. High scorers of the game get free Burn merchandise. The game reinforces Burns key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you wings. Upon hitting the demons successfully the message Bullied pops up. High scorers of the game get free Burn merchandise. action Platform Organizer Audience Cost Mood Indigo IIT Bombay 60,000 Rs. 30,00,00 Malhar Xaviers 30,000 Rs. 1,50,000 hamlet SRCC 50,000 Rs. 2,00,000ArcharyaHabba ArcharyaInstitue 30,000 Rs. 1,00,000 quantity Chartered Marathon Procam 96,000 Rs. 8,00,000 SunBurn Percept 1,00,000 Rs. 10,00,000 Eristoff Invasion exclusively Much Louder 20,000 Rs. 4,00,000 Bartending Competition Burn 120 Rs. 2,00,000 Burn 365 Burn 60,000 Rs. 1,50,000 www. burn. in Burn 40,000 Rs. 40,000 Wings on Fire Zapak/Zynga 30,000 Rs. 5,00,000 Total Impact 5,16,120 Rs. 38,40,000 ( Rs 7. 44 per person) Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Cost Implications Cost ImplicationsMeasurement Measurement * The sparing Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand temperament (p. 352) * The Economic Times * Euromonitor * Busine ss Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) References References Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement