hellenic coca cola - team b

Ultra Energy drink-Sampling strategy-

Proactive consultant team

Case Study ShowBelgrade, April 2011

Agenda

Intro Market situation Problem statement Analysis Recommendations Cost/Effects/Impact Action plan Finances Summary

Intro

Ultra Energy says NO to the limits!

Ultra Energy dares you!

Ultra Energy has the formula for solving every problem!

Ultra Energy makes your engine work on a higher level!

Ultra Energy is your cheapest ticket to the sky!

Company Logo

Market situation

Market is growingMarket is growing

Big competition (direct & indirect)

Big competition (direct & indirect)

2nd place on market2nd place on market

We can recruit new consumers and gain more market share!

We can recruit new consumers and gain more market share!

Problem statement!

New look should be promoted through sampling! How to sample without wasting?

Focus groups should be detected.

Plot the consumption occasions.

Where and when should we start?!

MORE AND MORE CONSUMERS!

Focus group analysis

Why do they drink energy drinks?

How much money do they have to spend daily?

What kind of daily activities do they prefer?

What attracts them?

25-29

12-18

19-24

Focus groups

Everybody wants free things!!!

Plotting of consumption occasions

• Survey• Burn• How easy is

to locateoccasions?

Daily energy boost

Work out

Morning kick

Hanging out

Home party

Clubbing

Intense studying

Intense studying

Hanging out

Work out

Daily energy boost

Recommendations

Ultra Promo team Ultra Energy Host program Ada adventure weekend Ultra Energy pedestrian cross Student sampling

Ultra Fitness team

Sales promotion and trip contest

Ultra Promo team

Belgrade

Novi Sad

Nis

Kragujevac

Ultra energy host program

• New package

• Photo competition on Facebook!

• Ada adventure weekend

• Media support

Ada adventure weekend

Two day long party

Bungee jumping

Adventure park

Numerous sampling

Prizes and free t-shirts

Ultra Energy pedestrian cross

Counters on main squares or frequent places in targeted cities.

Pedestrian crosses around counters with sampling cans.

Cool visibility.

Student sampling

You don’t need this, just drink Ultra Energy!

Ultra Fitness team

Secret sampling!

Branded team of 3 guys and 3 girls.

Visiting numerous fitness centers in targeted cities.

Sales promotion and trip contest

Six pack for a price of five cans.

Trip contest with codes: Awards:

▪ 1st place – trip to Ibiza▪ 2nd place – trip to Ios▪ 3th place – tandem skydiving

Effects of actions

Cost Effects

Ultra Energy Host program

Fun on the streets, direct interaction with potential consumers, new ideas of advertising

Ultra Fitness team Buzz marketing, intrigue people

Ultra Energy promotion team

Direct interaction with potential consumers, fun and sexy way of promoting plus provocative visibility

Ada adventure weekend

Very big interaction with consumers, being present in media for free, gaining new consumers, direct interaction with focus groups

Student sampling Gaining new customers, raising market share in student segment

Novi Sad fishing Animate people, presenting them something on unusual way, trigger a desire for our product

Ultra Energy pedestrian cross

Good visibility, different way of attracting consumers’ attention

Cost vs. Impact

Low High

High

Cost

Imp

act

Low

4

13

27

56

1. Ultra Energy Host program

2. Ultra Energy Fitness team

3. Ultra Energy Promo team

4. Ada adventure weekend

5. Student sampling6. Novi Sad fishing7. Ultra Energy

pedestrian crosses

Action plan

June July August

Promotion of contest

Ultra energy host program

Student sampling

Ada -adventure weekendUltra energy promo teamUltra fitness team

Sales promotions

Where You should spend?!Sources Samples Costs

ultra energy host program 3.428,57 EURultra promo team 9.028,57 EURultra fitness team 1.828,57 EURAda adventure weekend 5.458,57 EUR

Ultra energy pedestrian cross 128,57 EURSales promotion(5+1) 463,57 EURCode lottery 4.428,57 EUR

Unexpected costs 2.000,00 EURSampling cans 3.000,00 EURTotal costs 29.765,00 EUR

1 500

64 500

500

30 000

2 000

1 500

Summary

Focus groups should be treated separately, but also integrate them together in our strategy!

Plotting is necessary for building right strategy.

Creativity, peoples attention and triggering their desire are very important!

Bigger market share and gaining new customers!

THANK YOU FOR YOUR ATTENTION!

QUESTIONS?!

Proactive consultant team:Darija PetropoljacVladimir VasicAndrea FratricDamjan Ivanovski