Introduction
The purpose of this report is to design a marketing strategy for “Drink it down” company. However, this report will focus on the number of issues such as online communities, reason to joining online communities, Wang and Fesenmaier (2003) model for member needs, the power of social networking, and target Audience for the campaign, effectiveness of the implication of social marketing in the campaign, key objectives and messages of this campaign, and so on.
Situational Analysis
“Drink it down” Company is going to launch a new cherry flavoured cola drink. Therefore, the marketer of this company will prepare a marketing strategy to promote this new product to the consumers. However, the company will use social media as the budget for the campaign is very low.
Online Communities
The company believes that the due to a number of features of online communities, the campaign would turn out to be quite successful and capable to generate substantial profits. Some of these features are:
- Individuals connect in frequent, dynamic involvement and there are usually passionate communications, strapping emotional bonds and collective actions taking place amongst partakers;
- Individuals encompass right of entry to joint resources and there are guidelines for influential admittance to those resources;
- Trustworthiness of data, assistance, and amenities among individuals is essentially imperative in these communities;
- A mutual circumstance of communal gatherings, verbal communication, and procedures exist in these communities.
Wang and Fesenmaier (2003) model for member needs
This report recommends the client “Drink it down” Company to use social networking sites considering four factors of the members need framework of Wang & Fesenmaier.
Target Group
This soft drink product of “drink it down” is suitable for all customer but the company should target mainly health conscious people who like to fresh drink those not contain excessive preservatives. In addition, the marketer of this company should target customers who regularly visit social networking sites.
Goals of the Campaign “Drink it down” Company
- The prime objectives of this campaign project of “Drink it down” Company is to build brand awareness and create customers base;
- The company is intended to reach break even point within first year of its operation;
- It would promote its slogan “always ‘Drink it down’ Cherry Cola”;
- It would like to increase its annual sales revenue from the new cherry cola drinks by 50% within next three years;
- In addition, it would like to diversify its products range and carry on new IMC program.
Messages
- The campaign ‘Always “Drink it down” Cherry Cola’ has persuade the objectives to convey the following messages to the target audiences-
- Freshness of the new cherry flavoured cola product
- Advertising in social networking sites would create knowledge of the product;
- Like other large company, it will also sponsor many events in the future,
- It convey message about the commitment of the company to the customers.
Environmental Analysis
- Political: The political condition of Australia is quite stable to carry on the IMC campaign.
- Social/Cultural: It is important to carry out the multimedia campaign by keeping in mind the social and cultural ethos of the country. Australian culture shows the country’s tremendous unification of diverse customs with intermingles of open-minded and all-inclusive society; both Europeans and natives live here is at harmony.
- Technology: Australia is quite advanced in terms of technology most of the population uses social networking sites regularly. This technological advancement means that the multimedia campaign has huge potential for success as it has based on web marketing and Social Medias.
- Demographics: As “Drink it Down” Company is going to introduce marketing campaign in Australia, it is essential for the firm to assess the demography of the country before undertaking the multimedia campaign.
- Economic: The multimedia campaign would only be successful when the advertisements will persuade people to buy the cherry flavoured cola repeatedly, generating substantial revenues. The following figure shows the purchasing power parity of the Australian customers.
Website
Firstly, the marketer of “Drink it down” should develop an excellent website for the company in order to broaden all business function.
