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RAW CREATIONS

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by

Olivier Tshimbidi

on 28 October 2013

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Transcript of RAW CREATIONS

RAW CREATIONS
SCOTT'S EMULSION
PRESENTATION


28TH OCTOBER 2013

RAW CREATIONS
EMPLOYEES
IMC PLAN
Message Theme
Marketing Mix
Keeping in mind :

Product
Place
Price
Promotion
People
CONCEPTS AND IDEAS
Detail 4
OLIVIER TSHIMBIDI - GENERAL MANAGER
SUHAYL MALL - FINANCIAL DIRECTOR
MARTIN MHLONGO - PUBLIC RELATIONS OFFICER
OREPHELETSE PLAATJIE - HR
THABISO KGABUNG - BRAND MANAGER
LOGO -
COMPANY INFORMATION
SLOGAN - "CREATIVITY IN ITS RAWEST FORM"
OFFICE : ENTERPRISE DEVELOPMENT CENTRE
NWU - VTC
Projecting a New Image
Desired Brand Image
Is in accordance with the theme
“Scotts gives you guts!”
to reassure children and
more importantly mothers on benefits
conquer every day monsters
Emphasize the traditional vitamins benefits
TARGET MARKET
IMC PLAN OBJECTIVES
Get non vitamin category users to start using Scotts Emulsions
Get new users into chews multivitamins
Who are They?
Mothers and Children
PRIMARY
INFLUENCER
Pediatricians
Where do they live?
Research conducted :
Findings
FOCUS ON :
- Message at the end of bottom of the ocean concept.

- New Packaging For Cheewables (inside and outside)
KEEPING IN MIND
Brand Assets :

Considering :

- LSM Target Level of 6-10 focus areas :
Gauteng
38.8 % 7-10
Western Province
18.5 % 7-10
KwaZulu - Natal
16.7 % 7-10
Price considerations
Price Flexibility
Current prices
Competitor prices
Price Positioning :
Best position?
Main Places of Distribution :
Pharmacies
Hyper Markets
2 * 200ml (syrup) R79 at PnP on sale
Jungle Vites multi V's cheaper by average 27%
METHODS WE SUGGEST :
TRADITIONAL MEDIA
Focusing On :
RADIO
TELEVISION
BRAND PLACING
IN SHOWS
INCREASE RADIO PRESENCE
INCREASE ADVERTS

TIME SLOT BOOKINGS
DIGITAL MARKETING
FOCUSING ON:


SOCIAL MEDIA
YouTube SKIT AND SHORT ADVERTS
INTERACTIVE DEDICATED WEBSITE
ALTERNATIVE CHANNELS
DIRECT RESPONSE & PERSONAL SELLING
SALES PROMOTIONS
PR AND SPONSORSHIPS
MESSAGE AT THE END OF THE BOTTLE
COMPETITION
Concept explained :


Purpose - Reward and engage with Users
- Inform users on attributes of products
- Get more digital visits from users

How Does it work?
Step 1 :
Purchase product and complete taking the syrup as per indicated.
Step 2: Scan QR Code on syrup Bottle or go to GSK website
Step 3: QR code takes you to Scott's Emulsion Website, where you will fill in a survey/questionnaire
Validity Checks
If information
is
correct
Step 4 : Select Prize

- Depending on 4 Digit Code
If information is not correct
Step 5: Post selection
Download/Print
Unique Voucher
Step 6:
Store Collection of prize

-
Taken to Page that covers :


- How should I take Scott's Emulsion
- Most important information
you should know about multivitamins
-What should be discussed with Health Care
provider before taking Scott's

Video on page :
- Covers which vitamins are found inside Scott's Syrups
Individual contacted via email
Contact information provided to user

Additional Information :
Geared to Mothers
Run for 4-6 month Period

Objective : increase in Consumer Acquisition, Retention



Digital Marketing
Social Media
Revamp of Facebook Page :
- Making it more interactive
(Polls)
- Competitions for the best "Scotts gives you guts" Picture, most likes wins a big prize
Revamp of Website:

More attractive, engaging
RSS feeds
Links to Facebook,twitter
QR CODE CONCEPT
Traditional Media
Television Advert's
Scotts gives you guts!
- Monday Morning Advert
Appeals to be used
Message Strategy


Executional Frameworks
Animation : Rotoscoping
Slice of Life
Demonstrative
Fantasy
Orange and Black School Advertisement
Spokes persons - Experts & Ordinary People
Magazine & Outdoor Advertisement
SUZELLE NEUHOFF
Renowned registered dietician
Concept of print ad
MESSAGE STRATEGY
MESSAGE APPEALS
EXECUTIONAL FRAMEWORK
Radio Ad
Play on
During Peak ours
Appeals :
Humor
Music
Rational
30 Seconds
Sales promotions
Bonus Packs
Alternative Media
BUZZ Marketing
Product Placements
Packaging
Triple Strategy
Integration
consumer engagement and interactive marketing
Online Social Networking
Mobile Marketing
Full transcript