ca-cola No Sugar:MEDIA PLAN

1. Background

1.1. Introduction

This media plan will detail Coca-cola no sugar’s strategy to enter the Australian market. Through digital and traditional media channels in Australia, increase product awareness and customer selection. The media plan will be elaborated from the media objectives, audience, key information, advertising format, media selection and plan cost, and finally give an explanation and possible impact.

1.2. Background of Coca-cola

The Coca-Cola Company was established in 1892 as a non-alcoholic concentrated beverage and syrup manufacturing, retail and marketing American multinational beverage company, its headquarters is located in Atlanta, Georgia.

1.3. Identification of Coca-cola No Sugar

Coca-Cola no sugar is a no sugar, calorie-free carbonated soft drink with a taste close to Coca-Cola’s original.

1.4. Mission Statement of Coca-cola

The brand tenet of Coca-Cola is to make changes and make the world look new. Coca-Cola hopes to create a brand of beverages that people love, and use these beverages to give people a new look. And the goal is to create a sustainable industry and a better way to share the future, thereby changing people’s lives, communities and our planet (“The Coca-Cola Company: Refresh the World. Make a Difference”, 2020)

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1.5. Brand Position

Coca-Cola has established a clear strategic position in the global soft drink market. Coca-Cola has a unique and concise brand concept: “Living Coke in life”. This concept connects Coca-Cola with the joy and happiness of people’s lives. When it comes to the name of Coca-Cola, people first think of entertainment. This positioning obviously makes people aware that Coca-Cola is focused on satisfying people’s emotional needs.

1.6. External Environment

The external environment of Coca-Cola is very complicated. On the one hand, in the Australian market, Coca-Colas main competitors include: PepsiCo, Schweppes, Nudie Foods Australia, Kirks, Bundaberg, Golden Circle, Saxbys and Heinz. All of these competitors lie within the beverage industry and compete against one and other. Compared with competitors’ production and distribution networks, Coca-Cola has positioned itself first. On the other hand, Coca-Cola faces an important problem: people in different parts of the world have different definitions and interpretations of happiness, which makes Coca-Cola think globalization and localize its actions. Coca-Cola’s products are fast-moving consumer goods (FMCG). Since 1990, the fast-moving consumer goods market has undergone very active changes, making Coca-Cola constantly adapt to the new market environment (Wilson, 2017).

2. Media Objectives

2.1. Brand’s Objectives

Australia is the leading market for Coca-Cola. It is the first market to try new products (such as Coke Ginger, Coke No sugar Coffee and Coke Orange No sugar). Over time, the tastes of Australian customers have also changed. Reducing sugar intake daily has become the main goal of many Australians, so the range of Coca-Cola beverages has also changed. In 1983, Coca-Cola launched the first low-sugar option in Diet Coca-Cola, and then launched no sugar Coke in 2017. Coca-Cola hopes to promote its innovative ideas and introduce Australian customers to new beverages and experiences that continue to meet their tastes and health needs. They also wish their promotional frequency is high enough to penetrate every moment in the lives of Australian customers (“Coca-Cola in Australia: Our Story”, 2020)

2.2. Coca-cola No Sugar’s Objectives

Coca-Cola is committed to leveraging its strong marketing capabilities and investing in innovative activities to promote behavior change toward no sugar choices. In fact, 90% of Coca-Cola’s marketing expenses will now include reduced or no sugar Coca-Cola. A large amount of investment shows that Coca-Cola no sugar wants to meet the health requirements of Australians and provide them with still delicious but no sugar Coke options. The media plan hopes to improve the familiarity of Coca-cola no sugar in the minds of customers, and let customers connect healthy drinks with Coca-cola no sugar in their perspective, so as to improve product awareness and customer loyalty.

2.3. Expectation of outcomes

We wish Coca-cola no sugar can appropriately reach the Unique Selling Proposition to meet the need of diet people and some children in Australia.Coca-Cola Australia currently has 44,000 followers on Instagram, and hopes that the promotion of no sugar Coke through social media will achieve a 15% fan growth by the end of 2020. Coca-Cola Australia on Facebook, which has a large fan base, hopes to gain 7% additional attention by the end of the year. Through media promotion, I hope more Australians can directly associate this product with health and happiness to form a positive cognitive. We finally hope that Coca-Cola’s no sugar sales will grow by 15% in 2020, and achieve positive profitability since the product launch in 2018 (“The Benchmark of Past Value Investment-Can Coca-Cola Amatil (ASX: CCL) Continue the Legend”, 2020).

3. Target Audience

Coca-Cola no sugar is specifically marketed at males between 18-29years who are conscious about their health. At the same time, middle-aged men and women with obesity problems, women who are 18 to 29 years old who pay attention to maintaining their body, are also our secondary target audiences(Marketing Analysis Of The Product Coca Cola No Sugar Marketing Essay,2018).

Our primary target audience is young adult men who care about their health. They are young and energetic. They like and are accustomed to drinking soft drinks. They are curious about most things and have the courage to try and accept new things. At the same time, most people love sports and pay attention to their dietary intake and health. Because of these qualities, Coca-cola no sugar can make their intake of sugar be 0 under the condition of satisfying their hobbies. And this product that has only been on the market for 3 years is also easier for them to find and accept on social software. At the same time, as a fast-selling retail soft drink, the price of Coca-cola no sugar is also easy to accept for less wealthy young people. Studies have shown that at the age of about 19 years, men who drink soft drinks account for 70% of the total, and this data is only 40% of women (“U.S. Data and Statistics | USAGov”, 2020), so young men are the main consumption of soft drinks relative to women.

Our secondary target audience is young adult women who want to maintain a good figure and middle-aged people who have obesity problems and prefer soft drinks. Women aged 18 to 29 have the second highest demand for soft drinks after drinking, and they have the same qualities of daring to try and accept new things. The reason why most young women drink soft drinks is because most soft drinks contain sugar The amount is too high, and young women control their sugar intake in order to maintain a good figure (Zador, Wall & Webster, 1996). Coca-cola no sugar can perfectly solve this problem, so young women are a better secondary target audience. The problem of excessive sugar intake is rarely resolved in the middle-aged population, which is also the main cause of middle-aged obesity and diabetes. According to research, 47 years old is the median age for drinking cola, and 35 to 44 years old is also a large group of soft drinks (“Coke vs Pepsi: the Battle for Online Dominance | Hitwise”, 2020). Coca-cola no sugar can also meet the health needs of this larger group and has good consumption potential.

4. Key Message

The key message of this advertisement is to tell people that Coca-cola no sugar is sugar-free and still delicious, which can provide people with happiness. Because the introduction of Coca-cola no sugar this product is to provide health-conscious Australians with healthy sugar-free options while maintaining taste.

The key message of the advertisement was expressed through the strategy of emotional appeal. The young people holding the Coca-Cola happy party in the advertisement conveyed optimism and happiness to the audience. Because the main target audience for advertisements is young people between 18 and 29 years old. Using emotional appeal is a good way to target young audiences, who can easily feel the emotional driving effect of advertising. This is also in line with Coca-Cola’s enthusiastic unrestrained brand positioning that brings change and happiness to the world.

5. Advertisement

The whole advertisement shows the theme that sugar-free Cola brings people happiness in people’s daily life while ensuring health and sugar-free intake. The whole picture is divided into upper and lower parts by the Coca-Cola classic red and white tone logo in the middle. The upper part shows a simple and clear light picture to show that sugar-free Coke can be used as a drink in people’s lives without worrying about health problems. The red sugar-free Coke is prominent in the light-colored picture. The following part of the picture is a happy scene of many young people partying and drinking cola together. The overall color is full, vivid expressions and impactful pictures show the happiness that young people get from sugar-free cola. At the same time, there is also a strong contrast between the upper and lower parts of the advertisement, expressing the benefits of sugar-free cola as a daily drink and meeting the needs of young people. The iconic no sugar on the classic logo in the middle expresses the product attributes of sugar-free products clearly. The full joy on both sides of the logo and the no sugar on the logo form the slogan of no sugar, full joy, which embodies the product value . The overall black, red and white tone of the advertisement is consistent with the color of no sugar cola which is expressive.

6. Media Selection

6.1. Media Platform

As the world’s largest soft drink brand, Coca-Cola uses almost all platforms as its advertising carrier (“Coca-Cola: Social Media Usage-Coca-Cola Social Media Usage”, 2020). As for the sugar-free Coke product to be promoted in this media plan, since the main target audience is young men aged 18 to 29, I will mainly use social media and offline physical advertising as media platforms. Among them, social media packages include Facebook and Instagram. Offline physical advertisements include posters in supermarkets, highway billboards and station advertisements, etc.

6.2. Reason for choice

The choice of two mainstream social media as the main media platform is firstly due to the large number of social media users today. As a world-renowned company, Coca-Cola has hundreds of millions of fans on Facebook (“Business Manager overview”, 2020). The huge number of users can play a better role in publicity. Secondly, the main target audience of this advertisement is young people. An important way for contemporary young people to obtain information is to browse social networking sites. In this way, the target audience can directly understand the product. Compared with other types of traditional advertisements, the advertising of sugar-free cola on the official account can save a lot of costs, and at the same time, it can be released and updated in time.

The offline supermarket posters and station advertisements were chosen because the secondary target audience of this advertisement is a middle-aged group, and a large number of people in this group do not pay attention to Coca-cola accounts on social media. Therefore, in order to achieve the purpose of publicity, physical advertising must be used offline. In addition, traditional advertising still has its place in Australia. Coles, Woolworths and other large supermarkets have many customers, and the daily traffic is huge. Traditional posters can be seen by more age groups. And another advantage of setting up poster advertisements in the supermarket to promote to consumers is that consumers can immediately buy sugar-free cola in the supermarket.

Finally, this advertisement is a static poster. The above two media platforms are more suitable for static poster placement and display.

7. Costs Scheduling and Budget

7.1. Costs of Campaign

The cost of the entire advertising media campaign is mainly the cost of social media advertisements and social advertisements, the production and distribution of virtual advertisements, and the labor costs of sending someone online to interact with fans. The other big expense is the offline physical advertising such as posters, billboards, and the cost of renting supermarkets, stations, and billboards. Among them, the online advertising fee paid to social media is about 5,000 US dollars for six weeks (Cain, 2020). It takes about 20,000 US dollars for 6 months or 24 weeks of advertising. In Instagram advertising, we need to pay for each Click to pay between 20 cents and 2 dollars. If you place ads on a cost-per-thousand-impression (CPM) basis and focus on the number of impressions, you will need to pay an average of about $ 5 per 1,000 visitors (“How Much Does it Cost to Advertise on Instagram?”, 2020 ). Coca-Cola Australia has about 44,000 followers, and the approximate cost of an advertisement is $ 220. If you update an ad every week for six months, the cost is about $ 5280. The lease of the billboard per period (28 days), The print production of the billboard skin, The installation of the billboard skin onto the billboard face. The smaller 6x3m sites range from approximately $ 1,900 to $ 3,600 per month, print cost is approximately $ 500 and installation starts at $ 395 per site (“Billboards Australia | Billboard Advertising and Outdoor Advertising Australia wide.”, 2020). We plan to place a total of 100 such advertisements in the three months from June 2020 to September 2020. It takes about 645200 Australian dollar. The price of Bus Stop Shelter Ads Range of $ 150-$ 600 for small to medium size markets and $ 3,000 to $ 6,500 for high-income areas-per display per 4 week period. We plan to run from October 2020 to December 3 months It takes about $ 120,000 to place 50 such ads.

7.2. Scheduling of Campaign

7.3. Budget of Campaign

The main budget of this media plan is the various expenses of advertising as mentioned above, including social media advertising costs, offline advertising position rental costs, advertising bulletin board production costs, station advertising production costs, advertising design costs and so on. In addition, we must consider other aspects of the budget, such as labor costs for online advertising and technical maintenance, replacement costs for offline advertising damage, and spare expenses required for backup plans (“How a Well-Planned Advertising Budget Can Maximize Profits “, 2020). Based on the figures already obtained, our budget for this event is approximately A $ 900,000.

8. Evaluation Effectiveness Measures and Contingencies

8.1. Evaluation

Social media platforms can use detection tools (Facebook Analytics) to monitor and determine whether the impact of social media platforms has reached their goals by measuring the performance of audience information, reviews, product impressions, video views, and sharing. When the deadline comes, you can also intuitively judge whether the goal is achieved by the subscription growth rate.

The effectiveness of offline advertising can be measured by detecting the flow of people at the sampling location and the stoppage viewing rate over a period of time.

8.2. Contingencies and Plan B

In response to the social media advertisements failing to achieve their goals, we can observe the reaction of a small audience by using some regional accounts to publish test advertisements in advance, make a good evaluation, and then decide whether to conduct large-scale social media advertising. For offline advertising, we can still use this small-scale test to avoid unsuccessful attempts.

If it is unsuccessful after launching, the best practice at this time is to withdraw unsuccessful advertisements to reduce costs and adopt alternative options. Alternatives I choose an ad delivery method that is easy to carry out in a short time, such as advertising on Google, which can replace social media advertising as an online advertisement. Since Google is a search engine used by young people in Australia, this method can also get a lot of traffic. The offline advertising can be changed to TV ads that are also traditional ads to suit the middle-aged group.

Reference:

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Coke vs Pepsi: the Battle for Online Dominance | Hitwise. (2020). Retrieved 23 May 2020, from https://www.hitwise.com/en/2016/11/11/coke-vs-pepsi-surprising-audience-differences-between-the-kings-of-cola/

Coca-Cola: Social Media Usage – Coca-Cola Social Media Usage. (2020). Retrieved 23 May 2020, from https://sites.google.com/a/doversherborn.org/coca-cola-social-media-usage/about-coca-cola/coca-cola-social-media-usages

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How Much Does it Cost to Advertise on Instagram?. (2020). Retrieved 23 May 2020, from https://influencermarketinghub.com/how-much-does-it-cost-to-advertise-on-instagram/

How a Well-Planned Advertising Budget Can Maximize Profits. (2020). Retrieved 23 May 2020, from https://www.investopedia.com/terms/a/advertising-budget.asp

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