Media Research Assignment
AMB 319 Media Brief
| CLIENT: | IceBreak |
| PRODUCT: | Brand Campaign |
| Briefing received : | Tuesday 28.02.17 |
| Campaign Start Date : | Annual Brand Campaign |
| | |
| Business issue and challenge What is/are the key issues that face your product or brand, why are we advertising? Category/competitive: Iced Coffee operates within the context of the broader impulse beverages category, where it competes for “share of throat” of consumers. Within this broader impulse beverages category is 8 core markets: energy, water, juice/iced tea, flavoured milk, cola, non-cola, sports and UHT milk. Iced coffee is a segment within the flavoured milk market. Petrol & Convenience channel (P&C) is a distribution channel that provides a good representative of the total category. Flavoured milk is currently the 2nd largest market within the category behind energy, with 26% value, 22% of units sold and 26%of volume. This solid growth has created greater competitor activity with the launch of Barista Bros (Coke) in 2014 & 8-Bar (MG) in 2015. Additional entrants are anticipated in the future via Schweppes and other smaller, niche players. Brand/product: The brand has had a repositioning in 2016, launching new pack graphics and a new outdoor campaign with a revised look and feel. The objective was to modernise the brand and increase the coffee credentials. The new look pack launched in late June.
Consumer: Iced Coffee consumption is a ritual, typically in the morning to get into the day. Although purchased as an impulse beverage it is often a planned purchase where he is single minded in entering a store to purchase his iced coffee. The intensity of this ritual varies slightly between the state markets, however the intent remains the same regardless of the state. | |
| Objectives What are we aiming to achieve from this activity? ENSURE there are tangible goals included that are measureable Business:
*Business Objectives are made up for purpose of assessment item. Communication:
Media:
| |
| Who is the Target Audience for this communication? Detail as much information as possible including demographics and psychographic, e.g. what do they do on a daily basis, what are their opinions etc. Primary: males 18-39 years | |
| Consumer benefit and proof points What is the single -minded benefit/message you want consumers to understand from this communication, what do you want them to do as a result of the communication and what do you have to back it up? Extra coffee kick – pushing the coffee credentials. | |
| Timing Detail Start and End date of campaign. Financial Year (Jul 17-Jun18) | |
| Budget Detail total Budget for Campaign (media and creative if possible), and any specific split requirements $3.5M | |
| Markets Are there areas of focus for this activity? Queensland, Victoria and Western Australia are priority #1 markets, whilst New South Wales, South Australia and Northern Territory are priority #2 markets. | |
| Creative considerations Are their any creative needs or mandatory’s that we must factor into our planning, e.g. TVC available All creative options are available IceBreak sponsored the Bathurst 12-hour race which was held on 3-5 February 2017. Channel 7 have the rights for this event and in the past we have leveraged this event through the station. We are considering using this sponsorship again in 2018. | |
