A&PRassignment - BHO2250 Advertising and Public...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
BHO2250 – Advertising and Public Relations Media Plan 0Ania Vilinsky, 3667970 Nicole Brown, 3107504 Stavros Tziortzis, 3636240 Zoran Novacevski, 3107504 Energize          Revitalize  Tantalize Victoria University - Semester 1, 2006 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
BHO2250 – Advertising and Public Relations Media Plan Tutor: Fabienne Gigez Tutorial: Wednesday 11am Executive Summary: This report is a media plan for Schweppes concerning the new range of energy drinks. The new products will include three flavoured energy drinks, energize, revitalize and tantalize, which all have different natural herbal additives. Schweppes will strategically position the three new energy drinks, Energize (with guarana additive, high taurine), Revitalize (with brindle berry additive), and Tantalize (with gingko additive, light) by differentiating themselves from other competing products. The energy drink market is constructed by few dominant and well established brands. Therefore it makes it harder for new competitors to enter the market. However the energy drink category is the fastest growing in the beverage segment www.elpasotimes.com . The rapid growth of Cadbury-Schweppes has inspired the introduction of these new products. This action aims to increase the company’s status by expanding and offering a greater variety of products. In order for Schweppes energy drinks to survive in such a competitive market, this media plan is created to examine this new business environment carefully by analysing the market potentials. The suitable target audience of Schweppes energy drinks is people 18 - 24. The market was segmented based on the demographic and geographic characteristics, purchasing habits of the consumers and their attitudes. In addition to raise awareness of the new product the plan researched the media habits of the public so as to promote the product using the suitable media channels. The media mix selected in the advertising campaign aims to maximise awareness and therefore sales of the new range of energy drinks. The chosen advertising medians include television, magazines, radio, newspapers, and billboards. The budget of 1.2 million dollars will be spent on the media channels listed above using two criteria, 1) the best cost efficient media, 2) the best possible reach of the target audience. Victoria University - Semester 1, 2006 2
Background image of page 2
BHO2250 – Advertising and Public Relations Media Plan A SWOT analysis was also conducted to outline the potentials of the new product range. The analysis examines the advantages and disadvantages of Schweppes energy drinks in comparison to competing products and enables the company to measure the possibilities of the energy drinks to succeed. In this Media plan we included some projected financial plans that will allow the company to forecast its sales. These financial plans include: budget, break even point, statement of financial performance. To assist the advertising campaign and improve the reputation of the product and the
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 37

A&PRassignment - BHO2250 Advertising and Public...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online