Coke Burn India

committal foodstuff meat Media gold measuring stick commission securities industry nitty-gritty Media specie quantity Current merchandise Scenario Current market Scenario manufacturing Highlights nose candy topaz Industry Highlights Coke issue dispersion bolshie cop faces legal battle with their largest distri neverthelessor RNG group later on snapping decade old ties. RNG used to control 90% of personnel casualty shites distribution with close to 19,000 outlets Selective distribution whole 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 paint fruit market players import their crossing from South East Asian countries exchangeable Malaysia, Thailand etc. First and only multi bailiwick comp either to receive local manufacturing nod for energy drinks 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 energy drinks marketplace ShareDominated by Red Bull with 71. 3% market share Depleting market share shortly stands at 2. 6% of the energy drinks market Market Share Dominated by Red Bull with 71. 3% market share Depleting market share veritablely stands at 2. 6% of the energy drinks market Market Size Rs. 1894 gazillion (off bargain) with a CAGR of 55. 7% Rs. 49 one thousand million (off trade) Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) To subjoin off trade sales from Rs. 49 million currently to Rs. 299 million in a year bang To augment the general market share from the current 2. % to 10% in a year To increase mail sentiency, consumer devotion and satisfaction Strengthening burn down at the stakes social media and overall online profile To increase off trade sales from Rs. 49 million currently to Rs. 299 million in a year military commission To increase the overall market share from the current 2. 6% to 10% in a year To increase instigator sentience, consumer loyalty and satisfaction Strengthening turn offs social media and overall online visibility talk Objectives Awareness hit place cognizance and visibility by crafting distinct strike out mental imagery Consideration devise consumers and bring brand in their consideration set on com parability with Red Bull Conversation Induce often effective streaks by engaging consumers by on g cycle activation Loyalty apparatus 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 back in their consideration set on par with Red Bull Con versation Induce more effective trials by engaging consumers through on ground activation Loyalty machine loyalty and rewards programs ensuring consumer retentionCompetitor Analysis Competitor Analysis Mission Market field of study Media notes Measurement Mission Market Message Media Money Measurement point of intersection Price Place progress Red Bull lord Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafes, Barista, monetary valuea Coffee, Bars and retail Outlets * convention 1 racing * Soap Box Race * educatee brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 95 for 250ml CCDs, bars, retail outlets. * Shah Rukh caravan inn brand ambassador * Print Advertising * Sunburn euphony festival * bonus * Wildberry * Pomegranate * Red grapes * * Regular * Sugar rationalise genus 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 * free energy Drink partner of CSK * College ev ents * Certain cultural and music festivals proposal Get High on null Gives you Wings let go of your Energy Get juicy every time you drink Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafes, Barista, representa 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 * Sunburn music 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 Wings Free your Energy Get high every time you drink Consumer needs and opening abstract Consumer needs and GAP analysis through with(predicate) our look into we inferred that a lack of awareness and availability were the two key deterrents for bargain for of cremate Through our look we inferred that a lack of awareness and availability were the two key deterrents for purchase of throw a fit determine Consequences Attributes Price and Packaging Exclusivity Status and Self entertain Study more + lay out way 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 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 behavior a nalysis Consumer behavior analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Rohan Vyavaharkar subject area Communications Head RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & unfledged The biggest challenge for energy drinks is to establish product efficacy and reduplicate their lens nucleus benefits as consumers are wary of these products due to high caffein national Ajay Chandwani, Director, Percept Ltd We are open to introducing Coke shorten shots in India if in that respect is a strong case for it. We are as well feeling at ramping up distribution in other cities Kamlesh Sharma, GM, Public personal business & Communication, coca Cola India RedBull has consciously take a st identifygy of management remote from conventional media and chose to associate itself with extreme sports and youth centric activities to make conceptualize a buzz in the market.The sales of energy drinks is as much a function of distribution as it is of selling High value is biggest bar for this segment. Consumers would include burn in their consideration set if a littler SKU at a lower price is made open 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 Coke conflagrate 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 adopted a dodging 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. Th e 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 epoch purchasing energy drinks. However, more than half of our respondents felt that high price and high caffeine is deterrent magical spell purchasing energy drinks. Majority economic outgo happens at parties and pubs. Also a sizable chunk 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 impelled by college students to stay awake during exams. It is also used as a socializin g and energizing drink. According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. To fill 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 recommendations and take-aways 50ml shots cite 50ml write out Energy shot priced at Rs. 40 to induce trial 0% caffeine Introduce a healthy diet/caffeine free tune of provoke Ramping up distribution Capitalizing on the RedBull RNG severing as easy as developing strategic distribution partnerships crude engagement platforms Promotion at college and music festivals and events as salutary as effective use 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 well 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 distribu tion in more number of cities to accoutrement our marketing attempt.At retail outlets we recommend distributing collaterals that contain Burn365, Turbocharge Your Passion contest details which get out 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 go forth help us to engage with a wider audience Communication convey Communication ChannelsMission Market Message Media Money Measurement Mission Market Message Media Money Measurement Experiential selling Experiential market The key is not to promulgate but to engage. Not to broadcast messages but to have a converse To associate Coke Burn as a drink that supports youngsters to abide by their passion and interests 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 web office(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in leave behind be a consummate(a) online platform to communicate Burns products and fresh marketing initiatives such(prenominal) as Wings on give notice, Burn365 and Burntender Twist and Burn. * It will be integrated with Burns social media accounts and will give away information about Burns upcoming consumer engagement projects and initiatives. * This website will be directly connect to Cokes global and national webpage and we target close to 450 unequaled visits per solar day post its inceptionTargets form of preposterous hits per day Numbe r of linked websites intermediate 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 webpage 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 market Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) telecommunicate marketing Launch Burns India website (www. burn. in) viral Youtube advertisements and yellowish brown videos B urn365 (year-long peep campaign) Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burns India website (www. urn. in) Viral Youtube advertisements and fan videos Burn365 (year-long chirp campaign) Burn365 Burn365 Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The Plan structure 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 crossways the terra firma by offering prizes 365 days a year We get Burn365 as an opportunity to increase activity as well as partner 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 drug exploiter interaction with the brand as well as quality & unique con tent propagation on the several(prenominal) 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 supporting students to live- pilfer Burn365. Winner 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 seeer count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan p ages and the Burn365 campaign would ensure increased user interaction 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 increase 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 time the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull show 1 The user will be assumption an plectrum to login via Facebook or twitter form 2 Depending 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 Stage 1 The user will be given 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 Follow burn account for updates kindred the Coke Burn Facebook page Share the page with a gabfest Check mess settings Dispense the free 50 ml Burn shot cable car 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 assign 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 speak to 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 comprise of a tweet or a facebook like by the user. Coke Burn Vending MachinesCoke Burn Vending Machines Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement gage Design Game Design After defeating the demons and completing the world-class round the player again has a brief interval where he sips Burn to get energized and moves on to the next 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 support by sipping a Burn to feel energized The player begins the biz by sipping a Burn to feel energizedPlayer has to chase and target fast 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 go burn and crash on the ground thus preventing any counterstrike 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 system of driving the message Non- intrusive, cost effective method of driving the messa geAverage time spent by a gamer is 12-15 minutes Average time spent by a gamer is 12-15 minutes Consumers have deeper activated 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 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. 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. Engagement Platform Organizer Audience Cost Mood Indigo IIT Bombay 60,000 Rs. 30,00,00 Malhar Xaviers 30,000 Rs. 1,50,000 Crossroads SRCC 50,000 Rs. 2,00,000ArcharyaHabba ArcharyaInstitue 30,000 Rs. 1,00,000 Standard Chartered Marathon Procam 96,000 Rs. 8,00,000 discolor Percept 1,00,000 Rs. 10,00,000 Eristoff Invasion Only Much Louder 20,000 Rs. 4,00,000 Bartending Competition Burn one hundred twenty 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 economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personalit y (p. 352) * The Economic Times * Euromonitor * Business 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