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8/6/2019 PR Campaign-Vitamin Cola
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PR Campaign for Vitamin
Cola
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The Market :An Overview
The soft drinks market consists of bottled water,
carbonates, concentrates, functional drinks, juicesand RTD tea and coffee.
Indian Market valued at $8 Billion, expected to growat 9% & be at $8.72 by 2010
New flavors drive product innovation in maturecategories like Colas.
Emerging product categories, such as energy/healthdrinks to witness high double-digit growth rates.
With naturally healthy becoming a key focus for
consumers,& with the hype of epidemics (like Swineflu), fruit/vegetable/health drinks are the fastestgrowing segments.
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Our Story
Taking cues from the market trend,we came up with a ..
Healthy cola
Builds Body resistance
How?
By providing Vitamins
VITAMIN COLA is born
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Developing a Public Relations Plan
1.
SettingObjectives
2.Assigning
Responsibility
3.Outlining
Types of PublicRelations 4.
SelectingMedia
5.Creating
Messages6.
TimingMessages
Feedback
7.EvaluatingSuccess or
Failure
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Public Relations Plan:Setting Objectives
1.
SettingObjectives
To position the company in one of the fastest
growing segments by having the first moveradvantage.
To gain favorable public opinion/image bylaunching a healthy cola.
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Public Relations Plan:Assigning Responsibility
1.
SettingObjectives
2.Assigning
Responsibility
As we have a defined budget, we will bedoing this in a team of 6 people (4
employees- 3 from Marketing dept, 1from PR dept & 2 summer management
trainees).
Employee-1 &2- Marketing- To plan the project on a macro
level.Employee- 3- Marketing & PR- To list, plan & execute theplanned activities
Management Trainees- To conduct filed activities, get
questionnaires filled etc
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Public Relations Plan:Outlining Types
1.
SettingObjectives
2.Assigning
Responsibility
3.Outlining
Types of PublicRelations
Types of Publicity
Contests/Games atselect restaurants.
Business featuresarticles
Service feature articleson net
Pictorial releases-
Hoardings on Bus-tops/Stations
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8/6/2019 PR Campaign-Vitamin Cola
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Public Relations Plan:Creating Messages
1.Setting
Objectives
2.Assigning
Responsibility
3.OutliningTypes of Public
Relations4.
Selecting
Media
5.Creating
Messages
Message points:
Your refreshing cola will nowalso boost your immunitysystem but providing thenecessary vitamins to your
body.
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Public Relations Plan:Timing Messages
1.
SettingObjectives
2.Assigning
Responsibility
3.Outlining
Types of PublicRelations 4.
Selecting
Media
5.
CreatingMessages6.
TimingMessages
The PR activity will last two months,
ads will start appearing immediately
after the same.
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Public Relations Plan:Evaluation
1.Setting
Objectives
2.Assigning
Responsibility
3.Outlining types
of PublicRelations 4.
Selecting
Media
5.Creating
Messages6.
TimingMessages
Feedback
7.EvaluatingSuccess or
Failure
The PR will be evaluated based on
image surveys, and the quantity andquality of media coverage.