slacked - digital marketing assignment
DESCRIPTION
Our take on including digital marketing while launching a new brandTRANSCRIPT
Slacked.. lemon lime
• Who are our customers? • How is the product in terms of price and quality?• What is our Plan of Action?
Industry Analysis
• Major trend to capitalize on is healthier soft drinks
• Reaching the rural parts of India
Product Analysis
• Unique taste• First to provide citrus taste with energizing properties
Competitor Analysis
SWOT ANALYSIS
Strengths Weakness
• New variety in flavour
• Advertising campaign and marketing policy
• Reliant upon its distribution channels
• Saturation of carbonated segment
Opportunities Threats
• Brand is attractive to global partners
• New product introduction
• Climate
• Strong competition
Marketing Mix
Product
• Availability in different sizes and bottles
• Ingredients
• Packaging
Place
• Intensive distribution
• Distribution through canteens, caters, restaurants would substantially increase
Distribution ChannelSupplier
Manufacturer
Distributor
Retailer
Customer
Pricing
Low price and high quality
Analysis of competitive prices
250 ml : 12/-Rs330ml(Tin): 25/-RS1.5 Liter: 50/-Rs 2.25 Liter: 65/-Rs
Promotion
• Advertisement
• Events and Experiences
• Publicity • Social Media Engagement
Positioning
“Refreshing, unique and energizing soft drink at a very reasonable price .”
Market Development
Urban Rural
Product Development
• New flavors to be made available
Social Media Engagement
FACEBOOK - The content should be universal irrespective of audience demographics
The content can be divided into 70% general and 30% brand centric
The General content can speak about all general topics ranging from IPL matches, football trivia, Bollywood gossip, etc.
The Specific content can speak about the brand features, new products etc
Social Media Engagement
TWITTER - The tweets should be universal irrespective of audience demographics
Moderators should engage in conversations with tweeples using hashtags
Use of brand related hashtags can help gain visibility to the brand
Social Media Engagement
Youtube - Create a brand channel
Upload videos of advertisements featuring the brand
Additional videos based on generic concepts that may be funny or thought provoking can be uploaded in order to gain visibility when shared by fans
Thank you
BY:-Maithili BavkarSapna JainVijayalakshmi N