Introduction:
We would like to thank you for your time to come and view this presentation. We strongly believe that the range of products we are offering will be of interest to you and that you will once again renew your support to our magazines. We know that you have good offers coming from elsewhere and that you might feel that our medium does not have the necessary attractions and that you have competition coming from elsewhere but we are confident that you will keep advertising in our magazine which remains one of the best on the market in this respect. We would also like to thank you for the significant support we received last year from yourselves and for the large level of advertising which you put into the magazine which could grow significantly due to your input. We are confident that our presentation will demonstrate that you can trust us once again with your product and that we will provide you with the marketing opportunities that you require to continue expanding your product.
Overview and flow of presentation:
The presentation will focus on Robinson’s Fruit Shoot which has the potential to become one of the best soft drink and fruit squash options in Saudi Arabia
- A branded soft drinks company with annual turnover of $2 billion, selling over 1 billion litres annually
- Core operations in UK, Ireland, France
- Strong market positions
- Powerful & resilient brand portfolio
- Ever-expanding 23 year relationship with PepsiCo
- Strong track record of success
- Robinsons Fruit Squash is a fruit drink made with real fruit juice and natural sugars from sugarcane.
- It contains 14% fruit juice from concentrate, but more refreshing so can be consumed with food and throughout the day.
- This product has no artificial colours, no artificial flavours, and no aftertaste.
- The range is available in the following flavours:
- Orange
- Apple
- Tropical (Orange, Pineapple, Mango & Banana)
- Orange Mango
- Apple Strawberry
- It comes in 500ml glass bottle, features a resalable cap and is priced at SAR 8.00
- It is a tasty and fruity way for whole family to stay refreshed and hydrated.
- Robinsons is a British brand and established in 1823.
- Fruit Shoot is the No 1 Kids juice drink in UK worth over £100m.
- Fruit Shoot ticks the boxes with parents and on trend with demand for healthier kids drinks - it contains no artificial colours or flavours .
- It is available in Regular and Low Calorie variants in 5 tasty flavours kids enjoy
- Orange
- Apple
- Blackcurrant & Apple
- Tropical
- Strawberry & Raspberry
- Fruit Shoot comes in a convenient and safe ‘no spill’ bottle
I would like now to introduce our marketing specialist who will assist you with what our offer will provide in terms of content accordingly:
- Key assumptions are modest share aspiration, product co-packed within Saudi Arabia, long-term partnership with co-operative brand investment plan (Britvic = brand, partner = trade)
- Leverage partnership expertise and growing Robinsons brand awareness to research, develop and launch brand(s) in much larger ready-to-drink juice category
- Cordial brands not traditionally supported with traditional ATL media
- Major focus is in-store activity during Ramadan
- Britvic proposal: co-operative marketing programme focusing on in-store activity in Y1, followed by mixed programme in following years
- Support everyday brand throughout the year, when category is “idle” to maximise brand visibility and share-of-voice
- Establish Robinsons as an “everyday” brand first then add a Ramadan offering later
- Franchise / License for KSA
- Long term (10 years)
- Exclusive
- Co-operative partnership
- Britvic responsible for brand investment
- Partner responsible for trade investment
- Local manufacture
- Britvic Quality Assurance and standards
With all these pointers, your brand will definitely stand out against the competition and we are confident that our advertising opportunities will help you grasp the target market that you are constantly out there for. We would like to add that we are very well interacted as regards social media marketing where we have several attractive propositions to integrate your product accordingly and this undoubtedly demonstrates that we will constantly be there for you when you need us. We offer instant updates on your Facebook account as well as on your Twitter account and other social media marketing as required and this is also linked with your portal. The online section of the magazine can provide flash presentations with ease and this also means that we can make your product ‘up, close and personal’ without much problems.
All this creates an intrinsically high level of brand association which also shows that your product can be highlighted across various strata and come up with great success especially in emerging markets such as that mentioned. We invest heavily in research and case studies which demonstrate our wholesale commitment to achieving the best results for our clients and this is definitely demonstrated in this presentation.
Below is a chart which shows how the media spend for the Robinson’s fruit drink campaign will be formulated:
We will also focus on brand loyalty as demonstrated here:
Brand loyalty is a measure to defined as consumer’s inclination to continue buying the same brand.
Barbican has the maximum brand loyalists way ahead of its closest competitor Moussy
This indicates that a Barbican user will continue to use Barbican brand and the inertia will be very strong. It would be difficult to shake a consumer to another brand.
This works very well for Barbican while other brands will have a tough time to get Barbican users to try their brands.
Meanwhile we will try and assess the aspirations and motivations of Barbican users
We have also provided the following studies with several population groups to ensure that your product is available and attracts the widest variety of segments.
Extroverts
- ‘‘Extroverts’ are absolutely Brand conscious.
- They are very pro- advertising with all the media.
- ‘Extroverts’ are budget oriented when it comes to shopping, special offers and predefined shopping lists are always part of their enjoyable shopping experience.
- It would be a pleasure for the ‘Brand owners’ to note this is the only group of people who expect advertising to be entertaining.
- Although Extroverts pay close attention to advertisements, they do not rely on advertising to help them choose what to buy, instead they tend to form an idea about the brand they use and stick to it.
- Regarding travel, ‘Extroverts’ usually like to travel and explore new stuff, they are interested in travelling abroad and vacations within their country.
- Health wise, ‘Extroverts’ are more interested in their health than others.
Introverts:
- ‘Introverts’ are usually media cautious individuals, where media is not the main source of news and it is not used for passing or companionships.
- Though ‘Introverts’ have a neutral attitude towards shopping, they are not as cautious about prices as ‘Extroverts’.
- Extroverts are usually bugged by advertising, they rarely notice it, and more advertising would not make them feel safer a brand.
- ‘Introverts’ are not usually interested in experts opinions regarding brands, they also do not care about synchronizing their brand choice and their personality.
- It is also worth knowing that although group is more likely to switch brands, it is not tempted to buy new brands.
- As for their interests, they are more interested in gadgets and appliances than in other cultures.
Socially balanced:
- ‘Socially Balanced’ individuals take advertising very seriously, they do not expect it to entertaining and rely on it in deciding what stuff do they buy.
- They are more likely to switch brands and do not mind consuming less know or local brands, and more than Introverts, they are never tempted to buy new brands.
- ‘Socially Balanced’ have a shopping experience based on need than enjoyment, they do not mind paying extra charges than looking for a better price, and they usually have no idea about the brands they going to buy before they enter the store.
- This group have no interest in abroad travel, other cultures nor in keeping up with exercises, their main interest according to this study is appliances and gadgets.
Conclusion:
We would like to thank you for your time in absorbing this presentation and hope that you will be interested in pursuing business with us in the future.
Works Cited:
Clow, Kenneth E & Donald Baack. "Integrated Advertising Promotion and Marketing Communications", 3rd Edition, Upper Saddle River, 2007(6-7).
Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978.
