An MA Advertising & Design assignment by Ankit Saraf & Pratik Singla presented to the School of Design, University of Leeds

September 2012

CONTENTS CONTENTS

01/ 02/ 03/ 04/ 05/

Analysis Target Audience Communication Creative Media

01

ANALYSIS
Brief Industry Brand Competitors

1.1

BRIEF
Ribena is a British brand of fruit-based uncarbonated soft drink, carbonated soft drink and fruit drink concentrate produced by GlaxoSmithKline. Ribena Original Blackcurrant accounts for 80% of sales, but 70% of all squash products bought are sugar free. Ribena will be launching the Ribena Plus - a range of Ribena drinks with added Vitamins A, C, E and Calcium.

[ RIBENA PLUS RANGE ]

A LAUNCH STRATEGY - DIGITAL
A digital strategy for the launch of Ribena plus range that supports a sampling method, which shows distribution of free samples for a month during the campaign. The campaign will be supported by a substantial TV, outdoor and online display media budget.

Target Audience - Mums with children aged 3-12 Timescale - 12 month Social Media Campain, Product Lauch - Summer Budget - 500,000

THE ISSUE Adaption of a healthier substitute in the Ready to Drink (RTD) category FMCG markets have seen a fast adaption of healthier products. Consumers are ready to spend more if the product on offer is healthier

THE CHALLENGE Increase penetration of sugar free products (healthier drinks) Ribena is launching the Ribena Plus range which is sugar free as well as has added nutritious benefits. They want to establish themselves in the RTD health category

1.2
INTERNAL
premium. British consumers

industry
The squash/cordials market had been largely stagnant prior to the economic downturn in 2006, with little innovation or brand investment and static sales growth

MARKET ENVIRONMENT
Market has proved recession-resistant and is forecast to close in on 1 billion in 2016.

Value for money is the current trend health has taken a backseat Low calorie soft drinks including squash/ cordials continue to grow in popularity as they counteract consumer concern about obesity without the demand for a price Squash/cordials remains fairly reliant on a summer seasonal uplift provenance has become a major selling point and the majority of UK are especially interested in smaller locally made brands.

EXTERNAL

Economic

growth

remains

sluggish

towards the end of 2011 and with inflation at high levels Mothers are looking for more heatlhier options for kids hence squash/cordials could do more to exploit. Family focus also gives the category a targeting advantage

OPPORTUNITIES
RTDs are a key staple of the supermarket aisle and sales is expected to increase over the years. UK consumers perceive the product as having a wealth of benefits, including being quintessential. RTDs enjoy a high frequency of consumption, indicative of the fact that it is often consumed by familiesi. The younger generation (16-24-year-olds) are not keen on the hassle of making a squash/cordial drink.

Source: Mintel, 2012

MARKET SIZE

The market is worth 805 million in 2011 and is forecast to grow steadily towards the billion-pound mark over the next five years.

805m

The take home channel continues to be the engine of growth and accounts for a huge 97% of all volume sales

97

MARKET SEGMENTATion

43.6

Robinsons dominates the take home squash/cordials market with a share of 44%

11.2%

Apart from Robinsons, only Ribena has a double digit percentage share

45.2

Other brands constitute a large chunk of the market Companies such as Bottlegreen, Geebee, Roses etc. fall in this category

1.3

BRAND
Ribena was found in 1936 and gets it name from the botanical name for blackcurrant Ribes Nigrum.
Ribena is worth

156m

FAMILIARITY
Classic British heritage brand

99

No.

Soft drink brand in the UK

What makes ribena so special?

BRITISH HERITAGE Ribenas heritage of creating blackcurrant drinks is based on a unique supply chain closely linked to its brand values. MUMS WITH KIDS Mums with kids prefer Ribena as an option over carbonated soft drinks. Ribena has made a place in food shelves in households. UNIQUE TASTE & GOODNESS Blackcurrants from specially selected species are grown by our loyal team, a handful of British growers, to go into Ribena squash.

BRITISH GROWERS & WILDLIFE TRUSTS Working closely with its 41 blackcurrant growers. Ribena believes in sustainable and wildlife-friendly agriculture, linked to its brand values.

CURRENT MEDIA MIX

TELEVISION30 Sec spots on paid

channels

OUTDOOR Ribena outdoor poster

Sparkling advert

DIGITALRibena website and it also

has an active presence on social networks

RIBENA PLUS BENEFITS

DIGITAL

PR Ribena Playlab - a limited time

PR campaign in selected cities

PR

VITAMIN A,C and E The tasty new Ribena Plus range includes Ribena Plus with vitamin A and vitamin C to help support immunity and vitamin E, an anti-oxidant.

CALCIUM The new Ribena Plus range contains calcium for healthy bones. Just one glass (250ml) provides 15% of your recommended daily allowance (RDA).

SUGAR FREE The new plus range is sugar free. It contains no added sugar rather contains naturally occurring sugars present in the fruit juice.

1.4

competitors
Ribena has only one major competitor - Robinsons, which dominates the market with a huge market share of 43.6%

DISTRIBUTION RIGHTS Britvic owns the distribution rights for big multinational brands in the United Kingdom. i.e. Pepsi, 7UP, Gatorade, Lipton. ROBINSONS Robinsons is a British soft drink brand owned by Britvic. Robinsons sales for 2010 (across all its ranges) totalled 307 million.

1.2m

TOTAL WORTH Britvic has total worth of 1.2m, which encompasses its own brand Robinsons and other brands it owns the rights far.

Robinsons digital presence

WEBSITE

General Overview Product Lines Links to other user engagement microsites

squash monsters
An online game to engage children on the online portal

blog - ready for ten

fruitshoot
An online game interactive game for user engagement

Supporting parents through primary school years

PR

02

TARGET AUDIENCE
Demographics Segment Barriers Insights

2.1

DEMOGRAPHICS
79% women in the United Kingdom are mothers, and atleast 56% have children between the ages 3-12

WOMEN ARE MOTHERS IN THE UNITED KINGDOM

69%

12

1 CHILD

2 CHILDREN

38

3 CHILDREN

4+ CHILDREN

11

Source: Microsoft, 2012

2.2
THE JUGGLING MUM woman on a daily basis.

segmentation
Ribenas core target audience are mothers with children aged 3-12

MOTHERS WITH CHILDREN AGED BETWEEN 3-12

56%

FURTHER SEGMENTATION
THE MOBILE MUM A mobile mum is a mother who uses a mobile phone for daily activities and is very tech savvy. A mobile mum may also fall in other categories. SOCIAL NETWORKING MUM A mother who uses social networking platforms to research, discuss and converse with other moms falls in this category. The juggling, juggles various roles of being a mum, wife, daughter, girl friend and career

CHARACTERISTICS

decision makers
Mothers are more likely to make final decisions on household purchases. They influence most decisions.

budget controllers
In most families now, mothers are the budget controllers and control the finances of a household.

multi - taskers
Most mothers in todays generation fall into the above mentioned categories. They are multitaskers and juggle various roles.

health concern
Since mothers are decision maker they also feel responsible for the health and well being of other family members.

health & well beinG

Mothers make purchase decisions hence they feel responsible for the health and well being of their family.

FAmily enrichment
With day to day decisions mothers make they want their improve their families lifestyle in every possible manner.

Time management
Mothers juggle between various roles hence they look for ways with which they can efficiently manage time.

simplification
Since mothers have a lot of tasks on their hand they try and simplify their daily work they actively look for tools which can help them do so.

NEEDS

ASPIRATIONS

IDEAL HOMEMAKER
Mothers apart from being mothers aspire to be the ideal homemaker, by maintaing the perfect balance between various roles.

BEING THE BEST

Mothers aspire to be the best in all daily roles they have to fulfill. They want to keep everyone they love satisfied.

BALANCED LIFESTYLE
Maintaing a balanced and healthy lifestyle is top priority for todays mothers look at different options to do so.

MODERN & TRENDY

Mums want to Keep up with modern technology and rapidly changing trends everyday.

2.3 2.4

barriers
From the previous section we can ascertain various problems mothers have to face which results in communication barriers

PROBLEMS
TIME MANAGEMENT NUTRITION FOR CHILDREN EMPLOYMENT EXPENSES BALANCING LIFESTYLE

CONVINCING AN AUDIENCE...
who already have a brand preference who trust what other influencers say who have a busy schedule who are concerned about the health and safety of their family who are looking for a balanced lifestyle who dont trust brands easily

INSIGHTS
After analysing all the available information we were able to understand some key insights in relation to mothers and their digital activity which will help us develop a communication plan.

1. 2. 3. 4.

FOR MOTHERS SHOPPING TRIP IS A WAY TO ESCAPE FROM KIDS COUPONS AND DEALS ARE LIKE CURRENCY FOR MOTHERS. MOTHERS LOOK FOR HEALTHY & ORGANIC PRODUCTS THEY TRUST HEATLH PROFESSIONALS MORE THEN BRANDS

5. 6. 7. 8.

LOOKING TO SEAMLESSLY CONNECT ONLINE AND OFFLINE EXPERIENCES MOTHERS ARE READY TO PAY MORE IF IT SAVES TIME AND MONEY MOTHERS DONT LIKE TO MAKE ANYTHING FROM SCRATCH FOR MOTHERS FAMILY COMES FIRST

03

COMMUNICATION
Objectives Message Plan Strategy

3.1

objectives
Ribena wants to create a new well-being segment within soft drinks

Over the last few years from a health platform of re- going to be worth 200 milFMCG markets have seen ducing negatives to one that lion in the next 5 years which a huge shift in the level of includes added benefits. will reinvigorate growth in 3 health adoption. Consum- Accoding to a research (GSK struggling soft drink categoers are purchasing healthier CMI Research into Wellness ries and help people make alternatives available in the Segment 2011) the health healthier choices for both fammarkets. Other categories and well being segment themselves and their have grown through moving within the RTD category is ilies.

brand vision
To increase the market share of Ribena by the launch of Ribena Plus Range (increase penetration) and establish Ribena as a brand attentive to health concerns

Launch objective
Create a Well-being segment within the juice drinks category which offers products with active health benefits and increase penetration

Overall Launch campaign

Ribena has planned a 360 launch package which includes above the line and below the line advertising. The launch campaign consists of TV, outdoor, press, in-store, PR, experiential and digital. Digital and PR will be key to education and trial (sampling) of Ribena Plus

digital strategy objective

1 . Project Ribena as a brand which is attentive to health concerns with the help of the launch of Ribena Plus range (RTD beverage with added health benefits) 2. To connect offline and online experience seamlessly (integrating different mediums)

3.2

message PRoduct benefits

The Ribena Plus range clearly offers a range of health benefits and this is what we want to tell our target audience. We want to create awareness about the product uptill the launch.

Mums
From our research we can establish that mums are looking for healthier alternatives for their kids and families. Ribena Plus is a healthy alternative to other products in the market this campaign will deliver that message.

KIDS
Todays generation chooses alternatives which are not healhy compared to other alternatives. i.e Fast food and aerated drinks. A rising trend has been seen where parents want to provide healthier alternatives to children and make a conscious effort to do so.

proposition

healthy kids happier mums

Message and tone of voice

Considering the above proposition and after analysing all the research the message that the campaign will convey: Fun, healthy food all the time The above message has been crafted keeping in mind kids who are looking for fun/good tasting alternatives and mums who are looking for healthier alternatives. The Ribena Plus range offers both; good taste and it is healthy too.

TONE OF VOICE The communication ideas will have friendly, guiding and honest tone of voice. The recommendations will try and engage the consumer and make them want to engage with the brand rather than aiming at a one-time sale.

3.3

PLAN
Following is the layout of the digital communication plan that will be adapted to educate and create awareness about the new Ribena Plus Range and establisb Ribenas healthy image.

The 360 launch package comprising ATL and BTL advertising will redirect consumers in the following possible manner where we will try and communicate with them. REDIRECT TO

Search engines
(Google, Bing, Yahoo etc.)

Search RESULTS Ribena Website

Using organic and paid SEO, users will be redirected to the website where there will be a special dedicated page for Ribena Plus. The page will emphasize on promoting our proposition and message and will also contain all necesssary product information.

SOCIAL MEDIA
Facebook will be used to engage with audiences as it is the most popular social media platform. A content plan has been developed to enagage with users based on our message and other various topics that might interest Ribenas audience.

Blogs & 3rd party web.

During the course of the campaign Ribena will establish partnerships with well known blogs and websites for mums, where dedicated paid pages will be bought with contributions from opinion leaders to increase awareness about the new range.

Promote the mooy foody app.

Content
The website will have dedicated promotional content for the application.

engagement
Posts indirectly and directly related to the app will be made, to motivate users to download the app.

Online display ads

Online display ads (banners) will be displayed on blogs and 3rd party websites apart from regularly featured content.

Download and use app

Sharing Online and sampling
The user can share their experience of using the app and get free samples from the Ribena Plus range which will be available for a limited period of time. Posts will be also shared on Ribenas timeline.

3.4
1 2 3 4 5

strategy
The digital strategy has been divided into five steps and recommendations on how those five steps has also been suggested

give consumers a place to engage

Ribena Website Facebook page 3rd party websites blogs

Redirect/direct traffic there

ATL & BTL Advertising organic Search PAID SEARCH Linking digital touchpoints

Provide content to engage. motivate app download

tab & wall content website content display ads

influence those talking most/ inspire evangelists

provide exclusive benefits to high users with high engagement and revive inactive users

monitor engagement

Monitor negative sentiment if any

04

CREATIVE CONCEPT
Idea Development The App. Banner

4.1
the

IDEA DEVELOPMENT
Lots of ideas were thrown in by the team, but we finally managed to corner down on one idea, which we though would convey our message to the audience. sage aptly. But at the same time work, but then thinking more we thought the words used on it it didnt sound convincing were very complicated and we enough. were using using a more serious tone of voice and not what we had thought of initially. 3. Watch me grow - Thinking more from the mothers point of view, as to what would convince them that Ribena as a 4. Healthy kids happier mums brand was committed to pro- After a lot of thought, we came viding healthier RTD beverage up with the proposition we fifor their children or genuinenly nally decided to go ahead with. was concerned about kids, we Healthy kids, happier mums

Propositiion After analysing all the research, we needed a single minded proposition that would convey our message. To reach the final proposition we thought through following -

healthy kids happier mums

1. Growing happily - though this conveyed happiness but it spoke nowhere about health and we were of the opinion that the propositon sounded similar to medical brands.

2. Making parenting easier/ came up with the watch me conveyed the benefits of the making parenting fun - This grow propositiion which was brand and at the same time message we thought was much like a kids voice to their parents. propagated our health messimpler and conveyed our mes- We initially thought it would sage. Ideation 1. Dedicated health website Since it was health benefits we were trying to convey we initially thought of a website which would help mothers take their kids childhood. An interactive website where users can input data, and get a health profile, with regular reminders, helpful suggestions and other important information.

care of their childs health in ev- 3. Dedicated meal planner - We ery possible way. We thought narrowed our idea down to of various features that could an interactive interface where be included such as health cal- mothers can plan daily nutrition culators, BMI calculators, Food by selecting what their kids like databases etc. 2. Health Profile - Narrowing down on the health website idea, we thought of creating on online health profiler which would help mothers during to eat and the tool would suggest healthier options with the same ingredients. This meant 4. Mobile application - The idea mother would have a healthier was perfect but looking at the alternative and kids would be analysis of where mums spent happy too. digital time, an app was the best option.

4.2
food healthy all the time

Mothers can add alternatives to the meal box, even view

the app.
2
Mother can enter their kids name and their age which will help the app. determine the correct nutrition level according to the RDA specified by NHS.

recipes and nutrition facts, favourite it for future use. Adding alternatives to the meal box will populate the nutrometer.

Moody Food - For making fun

Ingredients will be shown according to the meal time they should be consumed. Mothers can select the ingredients their kids prefer, and the app. will suggest healthier alternatives.

5
packs.

Once mothers have created a meal box, they

can share it on social networks

1
The app will be available on the Apple App Store and the Google Play Store.

to receive free Ribena sample

The app. suggests healthier alternatives for kids based on ingredients mothers select based on daily RDA according to age.

4.3
LEaderboards
1
kid in the banner.

BANNER
Online display banners will be placed on the most popular websites for mums. The banners will be animated and interactive.

The banners will be modified according to the website it will be placed on, although most websites offer leaderboards as an option. The 728 x 90 leaderboard is located in the premium position at the top of web pages directly below the site navigation.

(728 x 98px)

Once a user hovers his/her mouse pointer over the banner, the hand will become active and the user can feed the

2
After the user is successful in feeding the kid in the banner he/she will be able to see the kids happy reaction, and the banner will change displaying the call to action.

3
The banner will be directly linked to the Apple app Store and the Google Play store enabling users to download the app for free.

05

MEDIA
Plan Selection Budget

5.1
OWNED PAID EARNED

plan
Traffic will be driven to a combination various digital touchpoints by a combination of paid, owned and earned media

how will we drive traffic?

Organic Search Ribena website Social media

SOCIAL MEDIA AND APP.

Paid Search targeted display media 3rd party Facebook shares

APPROACH
AWARENESS AWARENESS, TRAFFIC & ENGAGEMENT

PRE-LAUNCH

POST LAUNCH

GENERATE BUZZ & EXCITEMENT

DEMONSTRATE AUDIENCE BENEFIT AND DRIVE ENGAGEMENT

Content for the app. and content relating to our message on the Ribena website. Discussions on Facebook relating to the app.

Bring the reason forward to download the app. by highlighting the benefits and sampling offers. We will communicate this through a combination of paid, owned and earned media

Drive repeated engagement with the audience by sending out updates regarding sampling and updates on posts by opinion leaders.

Banners & 3rd party websites social media paid search Why mobile?

5.2

Media selection

The top websites for mums in the UK are - Mumsnet, Netmums, UK Parents Lounge with over 75 million page impressions per month. Apart from that data shows that mums refer to these webistes for any child related questions and also for seeking opinion from experts. These websites are the most preferred and trusted destinations on the Internet for mums in UK.

More than 50% mums in every category use social networks and Facebook is the most popular social network. Mums use social networks on a daily basis and refer to social network sites for every other thing. The number of mothers using social networking websites has risen from 11% to 63% since 2006 (Brand Republic, 2012)

Though mums have their own preferred websites for opinions and looking for specialised information, search will play an important role. Ribenas ATL and BTL will create a call to action and consumers will use search engines to look for Ribenas digital touchpoints using various keywords used in the campaigns. We will bid for these keywords and other generic keywords on the top search engines in the United Kingdom.

Research reveals that 1 in 4 mums use a smartphone. In that majority more than half use them for online shoping and whilst shopping too. iOS and Android are the most popular platforms. Also since we want mums to buy healthy products for their kids and project the brand as a brand which is attentive to health, the availability of the app during purchase is crucial.

5.2
Total

budget and estimated Response

To provide an idea of results to expect we have developed the following estimations. This is the estimated spend for a month. After a week we will be able to paint a clearer picture of what is performing and amend delivery volumes accordingly. This could mean spend levels increasing or decreasing in real time. Initial investment will be 50% of final channel spend and then up weighted accordingly meaning that we will be focussing on driving traffic at the best possible CPA.

Media Projections Website Promo Facebook Shares Targeted Display Paid Search

Estimated Impressions 15,50,000 600,000 7,50,00000 2,857,143 80,007,143

Estimated Clicks 1550 600 7000 7143 84293

Estimated Arrivals 1317 510 63750 6071 65460

Estimated CPM n/a n/a 0.63 n/a 0.63

Estimated CPC n/a n.a 0.63 0.70 0.66

Estimated CPA n/a n/a 0.74 0.82 0.79

Estimated Investment n/a n/a 47,250 5,000 52,250

Note: The above calculations are only estimates for websites whose data is publicly available on the web.