INNOCENT SMOOTHIESPITCH PRESENTATION
Course: MKTG1294 Introduction to AdvertisingLecturer: Nguyen Yen Khanh
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 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.
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
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
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