INNOCENT SMOOTHIESPITCH PRESENTATION

Course: MKTG1294 Introduction to AdvertisingLecturer: Nguyen Yen Khanh

Campaign Plan

Target Audience Objectives

_Key message_Big idea

IMC Tools Media Planning Evaluation

Target Audience

Target AudienceGeographic Urban Area

o Ho Chi Minh City (1st area)o Ha Noi (2nd area)

Demographic• Age: 18-22 years old• Gender: both genders• Income: from middle to high

Psychographic• Characteristics:

• Active and dynamic• Curious about nature• Sociable

• Lifestyle: • Prefer organic products• Love to join

environmental events

Behavioral• Purchase Frequency: 1/week

(min) or every day (max)• Loyalty: High• Intention: Innocent smoothie

is the first choice in their mind

Benefit Sought: • Functional: Good for health,

skin, tasty.• Emotional: Feel safe and

close to the nature.

Communication ObjectiveAction Objectives

Communication Objective

Raise the awareness of 35% of young people aged from 18 to 22 in Ho Chi Minh City about the

existence of Innocent Smoothies within 3 months.

Action Objectives3 months Approximately

10k

After the campaign

Approximately 20k bottles sold

out

KEY MESSAGEBRING NATURE CLOSER TO YOU

Feel all the essence from the nature

Enjoy nature besides you

Product:100% organic

Ensure the quality of the fruits ( growing, harvesting, processing

Environmental-friendly company ( packaging, Barclays award..)

Customers feel the best things from nature

Campaigns

Get kids into garden campaign in 2012

Help the customers get closure to the nature

Tone of voice

Spiritual Dynamic Fun Encouraging

Desired ResponseThe customers do more outdoor activities and enjoy INNOCENT smoothies

Feel nature surrounds them and get out of tiredness and stress of daily life

BIG IDEANATURE BESIDES YOU

Big idea is executed consistently with

Key message

IMC tools, especially the events and the advertising

The 100% organic ingredients

The brand image: fresh, natural, full with vitality

Drinking INNOCENT smoothies, you can feel nature besides you or even inside your body and your mind

IMC Tools

PR/Publicity Advertising

Sales promotionPoint-of-purchse communication

Packaging

IMC Tools

PR/Publicity

Online communication:•Official Vietnamese website•Official Facebook page

PR articles on kenh14.vn, Zing News

Events:•Launch event: Green party•Ready, steady, grow

Website

Figure 1: Reproduced from Innocent Drinks 2014

Facebook page

Figure 2: Reproduced from Innocent Drinks 2014

PR Articles

Figure 3: Reproduced from We love Apps

Figure 4: Reproduced from kenh14.vn

Launch event

Figure 5: Reproduced from Love this pic

Figure 6: Reproduced from Museum of Happiness

Ready, steady, grow

Figure 7: Reproduced from Long may she rain

Sales promotion

Premiums:•Packs of seeds for Ready, steady, grow•Lucky scratch card for trips to wild and natural areas in Vietnam and other countries

Contest:•Ready, steady, grow

Premiums

Figure 8: Reproduced from Innocent Drinks

Figure 9: Reproduced from Google Images

Media Planning

Media Objective

Reach 70% of Target Audience at least 4 times in 4 weeks

Scheduling Pattern

TVCs

Print ads

Jun Jul Aug

Continuous

Media Flowchart

Media Flowchart

Media Flowchart

Media Flowchart

Media Flowchart

Reproduced from TNS Media Co. 2009