1.0 Introduction “Advertising is the means by which goods or services are promoted to the public. The advertiser’s goal is to increase sales of the goods or services by drawing people’s attention to them by showing them in a positive light.
”(Petley 2003). The following report proposes an integrated advertising campaign that has been created to aid the launch of the soft drink Orange Passion, which is a new product from the Dayglow soft drinks company. This report includes every element of the advertising campaign such as a detailed target market. Realistic advertising objectives, detailed media plan and a clear and effective advertising message. All of the elements combined will help to achieve the growth objectives and to successfully launch the product into the market.
2.0 Target Audience “The target audience is the potential users or current buyers, those who make the buying decision or influence it. The target audience heavily impacts the decisions on what will be said, how it will be said, when it will be said, where it will be said and who will say it.” (Kotler 2009). This is because in order for the campaign to achieve success the target audience must be influenced enough by it to respond.
It is imperative to first determine who the target audience is in order to create a message that they will respond to.In order to define the Orange Passion target market, research into the orange flavoured soft drink market has been conducted to identify who currently drinks orange flavoured soft drinks. Based on research conducted into competitive orange flavoured soft drink Orange Crush the target market is “teens and households with children at home and individuals aged 13 - 29” (Lawrence 2010).The primary users are the teens and children of the household and they will be the primary target audience. However, the parents will be a secondary target audience as they often make the decision for this market and are the buyers. It is stated by (Furnham 1998) that “advertising influences children to buy products and/or to get parents to buy it for them”.
However, parents will not always oblige so parents will also need to be reached, so they know this is a quality product that they will want their child to have.3.0 Advertising Objectives The following objectives have been set in order to evaluate the success of the campaign, these indicate a clear sense of what needs to be achieved. The first objective is “To Inform the target audience of the product by creating an advertising campaign with a message that will impact them”.
It is stated by (Tyagi 2007) that “ informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. The yogurt industry initially had to inform consumers of the nutritional benefits and many uses”.As Orange Passion is a new product to market it is important it makes an impact with its potential consumers. The first exposure the target audience will have to Orange Passion is through the advertising message. If this does not impact them in any way they will not become consumers of the product.
The second objective is “To develop a media plan that ensures the message reaches the target audience”. It is essential that the right advertising message be placed in the right media. Creativity is wasted if your advertisement is not read or seen or heard by prospective customers.” ( Bangs 1992).In order to have the advertising campaign reach the target audience it is imperative to create a media plan, this plan will be aimed at the primary target audience.
If it fails to reach the target audience no matter how effective the message is. If the correct audience are not exposed to it, it will be ineffective. The third objective is “To gain a significant market share within the first year, to establish Orange Passion as a major brand.” If enough market share is reached the product will be talked about and seen, this well help the further growth of the product. It is important that Orange Passion build up as a major brand because the soft drinks market is extremely competitive.
According to (Ardagh 2011) “there are over 250 soft drink producers in the UK “.Having an established brand increases the chances of brand loyalty. “Brand loyalty is based on highly favourable attitudes toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category”. (O 'GUINN, 2008) Increasing the chances of consumers coming back time and time again.4.
0 Advertising Platform The following selling points are what will help Orange Passion become desirable to the target audience, they are what separate it from the competition. By expressing these points to the consumers it will encourage them to purchase. Orange Passion will be a healthier low sugar option for consumers, it will use pure cane sugar instead of corn syrup making it a low calorie option. This will appeal to teens as they are becoming more health and calorie conscious. And to parents who often will choose healthier options for their children.Orange Passion is an environmentally friendly product, only recycled materials are used in the making of the cans and bottles.
By expressing Orange Passion as an environmentally friendly product it increases the likeability factor for the brand. A recent study by (Ardagh 2011) states that “Orange has retained its place as the most popular juice ?avour. Although the dominance of orange has been squeezed by blends, tropical and other ?avours gaining a following amongst consumers keen to try a new taste experience” . Orange Passion will promote that its passion comes from a hint of passion juice making it a new more tropical flavour.5.
0 Advertising Budget The Orange Passion campaign will be using the Task and objective method. "The objective and task method is generally regarded as the most sensible and defendable advertising budget method. In using this method advertising decision makers must specify what role they expect advertising to play for a brand and then set the budget accordingly.” (Shimp 2008) This method focuses on the results to be achieved, strategies that are needed to achieve those results, and costs associated with those strategies.
This method ensures measurable results and increases the return on investment. It is expected the overall costs will be split 10% for radio, 30% on new media such as the internet and 60 % on Television advertising.6.0 Media Plan It is crucial the right media is selected in order to reach Orange Passions target audience of teens and households with children at home. Selecting the right media is described by (Katz 2010) as “the means of reaching that consumer at the right place and often enough so that your brands message is most relevant and convincing”.The first media channel that will be utilised is radio.
According to (Rajar 2011) “Radio has the lowest level of advertising avoidance , people rarely switch stations, and are available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers”. With Orange Passion having a target audience of families with children at home the radio provides a great opportunity to reach the parents and children at the same time. As the radio will be on during times they are most likely together, such as in the car during the drive to and from school, driving to the supermarket and family days out.
The internet and new media’s such as Facebook are becoming increasingly relevant in everyday life.Consumers are purchasing online, communicating and receiving news from online sources. Facebook is something for the entire family with the majority of not only younger children having it but also older adults. Facebook also allows adverts to be targeted directly at the ideal consumer by selecting the required audience by location, age and interests. Using Banners to advertise Orange Passion is an ideal way to reach the parents and the children in different ways.
By promoting a message of health and value for money to the parents through sites they are prone to go on such as Tesco and Yahoo. And a message to children of Orange Passion being fun and tasty through sites they are more likely to visit such as game sites and Facebook. Finally television advertising will be utilized.“Television advertising drives viewers into action. It incites debates, generates reaction.” (Springer 2007) Television is a way of getting into the homes of the families with children.
It creates action and increases the chance of the brand being spoke about and bought. Television is a big part of the family home whether they are watching it together or at different times, everyone in the family is no doubt watching it. “Combining sight and sound should spark your viewers' emotions “(Duncan 2010). If an advert sparks an interest or an emotion in a viewer they are more likely to identify and purchase the product.
7.0 Advertising Message The advertising message is that Orange Passion is the new orange drink with a twist, passion for a new generation. Tastier, healthier cooler and more socially responsible. The message meets the needs of both the primary and secondary target audience, the children and teens will be drawn to it because of the cool factor and taste and the parents because it is healthy and socially responsible.
All of the advertisements will have the same theme and storyline. It will show different everyday situations such as a family eating breakfast and children in school having lunch in the school canteen. And once someone takes out Orange passion the situation will become instantly fun with everyone dancing, bursts of colours will appear and Caribbean style music will play to relate to the passion fruit that is in the product. The narrator will then say the slogan which will be “Twist some passion in to your day with Orange Passion”. It will also go onto express that Orange Passion is the healthy eco-friendly juice for every day. The advertisements will have a tropical Caribbean feel to really make an impact on the audience.
The children will be attracted to the fun element of it and parents will be drawn to the healthy aspect. The message will remain consistent throughout all forms of advertising to build up a cohesive brand image in consumers mind.8.0 Executing the Campaign It is necessary to have a detailed advertising plan with dates for individual tasks this will ensure all deadlines are met for radio tv and online advertisements. The plan will have a full timeline taking each task from start to completion.
To ensure the campaign is co-ordinated and the various advertising components reach the target audience at the appropriate times the plan will include timings for when the advertisements run. For the radio adverts peak drive times such as morning and evening rush hour when families are coming to and from work and school. The television adverts will run during shows with high viewers such as X Factor and also shows that tie in with the Orange Passion theme of fun like children’s televisions shows and family fun game shows.9.0 Evaluation An evaluation is crucial in to determining what aspects of the campaign have worked and what aspects have not, so that future campaigns can be improved.
Each objective must be reviewed to determine what percentage of it was met and how well it was met. Afterwards this can be valuable information for the following campaign. The objectives are measured against as these are the aims that were set to be achieved.The success of the campaign will be evaluated on various points such as was the market share achieved. The awareness since the product was launched as Orange Passion is new there has been no awareness prior to the campaign so a consumer survey taken afterwards to determine awareness would measure the success.
In addition actual sales volumes are a way of measuring success and how effective the campaign was and if consumers responded to the campaign.10. Conclusion In conclusion this report details an integrated advertising campaign designed to help successfully launch Orange Passion in to market. It details the various essential stages required in an advertising campaign such as a defined target audience. A set of realistic advertising objectives, a detailed media plan, a coherent and effective advertising message. Specific Campaign execution, timing and implementation details and Evaluation.
