FIFA Malted Milk – Market Leader

Susantha WadugeBrand Manager

27th June 2015

Objective

Situation Analysis

Positioning Statement – FIFA Ginger

Agency Brief

Note to Head of Marketing

Budget for First Year FIFA Ginger Promotional Campaign

Situation Analysis

Malted Milk Category 20 years in the market Obtain 30% market share 10% Market growth for last two years Launch of FIFA ginger malt Re- launch FIFA Malt Energy

FIFA Ginger Logo

FIFA Ginger Positioning Statement

Positioning as “The Healthy Life”

“The Healthy Life” Key Features in Positioning

No artificial Flavor Less Sugar Original Ginger Fresh and Relax Healthy Life More Energetic Overall wellbeing

Positioning Maps

Positioning Map

Agency Brief

Background Information

Key Market, Customer Base, Product folio, Market Share

Competitors and Competition

Objective – Marketing & Communication

USB

Budget

Constraint

Deadline and Deliverable

Legal Agreement and Contract

Note to Head of Marketing

Our Goal – Build the image, inform, persuade

Selection process and criteria – A/C size, Experience, Media buying power, Creativity, Production capacity

Screening list of application – more time and additional expenses

Reduce list to two or three viable agency – Data base

Request creative pitch – expensive

Select an Agency – Discount, Previous experience

Budget

SUMMARY Q1 Q2 Q3 Q4 TOTALS% of

TOTAL

Research200,000.0

0 - - - 200,000.00 6.25

Appointing Agency 350000 0 0 0 350,000.00 10.94

Media Advertising 795000 110000 100000 95000 1,100,000.00 34.38

Sales Promotion 134000 104000 74000 49000 361,000.00 11.28

Events (Launch, Trade Shows, Other) 230000 230000 230000 230000 920,000.00 28.75

Direct & Channel Marketing Campaigns 29000 29000 29000 29000 116,000.00 3.63

Evaluating of Effectiveness 50000 40000 33000 33000 153,000.00 4.78

TOTALS 1788000 513000 466000 436000 3,200,000.00 100

% of TOTAL 55.88 16.03 14.56 13.63 100 100

Conclusion – The Success – Story

FIFA Ginger Malt – The Healthy Life Provide accurate and proper details for the Agency Brief Select the best agency for FIFA malt energy – Re Launch campaign Affordable successful budget

FIFA Malt

FIFA Ginger

FIFA Malt Energy

Question

END