Ad Brief – Creative Proposal
Creative brief refers to written document that contains comprehensive and concise summary of the business as well as various creative requirements necessary for relaying message on specified product. The brief contains specific overriding business objectives by extensive identification of major factors driving creative strategy. Creative brief should serve the purposes of being a driving force in the overall design process. The brief should be properly developed for stronger business results based on more cohesive and efficient creative process. The design brief should provide considerable business and design strategies as well as road map defining various steps required for completion of the project. Creative brief should include the following steps and considerations. Introduction should entail part of process with fully explained value that can be appreciated, the client should be considered as partner, critical and capturing information is used, the information utilized is turned into insight to produce brilliant creative strategy, the brief should appear smart based on logical work pan, the brief should be targeting young and middle-age generations, the brief should be capable of selling the target item within internal and external market, after such considerations, the brief should be produced with aim of putting it in the targeted media and finally metrics involved (Cohen and Kelly 5).
The importance of appropriate strategies will be noted in their influence in analysis of company’s mission hence enabling employees to know the strengths and weakness of the company. A good strategy may involve proper organization of resources required in order for the group to achieve its vision. In pursuit of organizational vision, management should be able to create the image or the picture of company’s vision and mission into the minds of employees and then showing them the direction. Managers should study the leadership of other similar organizations and then create a benchmark on what needs to be done to realize the organization’s vision. Here, managers may need to carry out field research, identify key success factors, and seek consultations from various stakeholders in the organization in order to ensure things are heading to the right direction. In addition, managers should engage all stakeholders in understanding the vision, as well as to identify the breakthroughs that will help them to visualize the ideal future for the organization. Moreover, managers should articulate the most appropriate strategies, which will help the whole of organizational team to achieve the vision, especially when working closely with the mission of the organization (Doole 10).
The consumer profile
Coca-Cola strategizes to utilize entertainment quotas for the purposes of reaching the middle-age population. The company strategizes on rebranding so as to reach every population segment, including off-premise consumption and at the same time appear appealing to the population. Coca-Cola targets urban dwelling youths since they are considered heavy consumers. The target population is considered spend thrift. Entertainment was chosen as means of reaching the middle-age since they take such moments for luxurious purposes. Thorough management of customer requirements within the rich beverage market environment requires modification to be done on product life cycles mainly through virtual operation of identified supply chains. Coca-Cola’s distribution channel should have the ability to seamlessly respond to changing demand as well as consumer requirements with minimal losses. Theory and practice supports the use of truly integrated supply chain since it’s capable of assisting firms in achieving significant value at minimal cost. At the same time it’s also capable of creating value for those within the supply chain. Reaching ultimate point of an integrated supply chain is difficult, owing to the presence of multiple lines of definitions describing the concept (Coca-Cola Corporation 1).
‘New Chocolate Diet Coke’ is new in the market and designed to suite both old and young generation due to ingredients used. Development of new product is always considered formidable task owing to the expenses and processes involved. Processes taken in launching same product in readiness for the market presents equally difficult task for organization’s management team. In many circumstances organizations find themselves struggling in the process of choosing appropriate marketing strategies for necessary application since new products at times demand application of more creative marketing strategies other than the presently used (Coca-Cola Corporation 1).
Various applications of different strategies across product portfolio is necessary for the purposes of creating awareness on the same product. One of the strategies, cost-leader strategy is necessary since it would demand that the product constantly monitor competitive challenges and appropriate responses capable of granting competitive advantage within the market. In such a case adoption of new technologies and innovations is recommended. Such organizations should choose marketing strategy capable of bringing success by proving worthiness on New Chocolate Diet Coke.
Launching of New Chocolate Diet Coke requires strategic and effective steps capable of commanding high demand within the market. Effectiveness of the method used in introducing the product, depends on careful planning and preparation. Manufacturing process is one of the initial processes used in product development and determines quality of final product. However, product launch presents the very final stage in product development process. Quality products cannot sell in the market until creative brief is designed for launching and clearly articulated; this determines revenue and profit margin obtained on the same product. Successful launch enables easy penetration in both local and international markets and this grants access to new customers, while at the same time expands current business domains. There should be efficiency within internal communications which represent vital factor towards early program success. Senior management should be willing to commit resources for the success of processes during launching (Gutierrez 5).
Main findings: Launching of ‘New Chocolate Diet Coke’
Business organizations should be aware of high number of cases concerning new product failure within the market. Therefore, it is necessary to take caution based on anticipated market uncertainties such as fierce competition from rival products from Pepsi Company. False start or rather poor launch of product within the market usually presents a pre-requisite to its failure within same target market segment. This calls for thorough research before undertaking serious and effective launch. At the same, it important to note that successful launch does not guarantee success to poor quality products. Internal launching is important since there’s need for consolidating internal support as well as resources.
The process requires active involvement of whole organization team starting from top management; these include those involved in designing new product, production, sales and marketing teams. Use of appropriate communication links assist in creation of overall awareness amongst distributors and sales force. This is usually the result of well-designed incentive program capable of injecting necessary force in sensitive processes during launch.
There’s need for pre-launch activity since ‘New Chocolate Diet Coke” would be channelled through retail network within hotel and hospitality industry. All incentives used in distribution process usually generate high return on interest at the initial stages. Such incentives are of great importance since they assist in building essential launch inventory which ensures product availability within retail outlets. Retail outlets will be supplied with necessary key activities which should be monitored during launch. Launch guide would be prepared for ‘New Chocolate Diet Coke’ indicating various roles of every party involved in the launch process. Clear examination of background launch is crucial since it helps in identifying available market opportunities within hotel industry. Launch guide give details and reasons for introducing ‘New Chocolate Diet Coke’ into the market. Also included is the definition of the target audience. Launch guide also contains available sales opportunities including possible competitor reaction. Launch guide used prior to actual launching process contain details of the ‘New Chocolate Diet Coke’. Such explanations are used as sales guide for retailers within the supply chain since it helps in enhancing their full understanding on product applications. Detailed training on device use and relevant product support system should be provided by the guide including identities of those to be trained. Other part of launch guide reveals indications on the nature of support required and details of the very launch event. At the same time concepts touching on national and local marketing communication mix are provided for within the launch guide. Both national and local programs should follow full integration from top to bottom within supply chain. Launch guide should also give details concerning key activities and their timeline during the whole launching process. Arrangement of high-profile launch events should follow designated format. This depends on whether launching event will include all sales people and distributors within high-profiled national event. In the case of this device, media was used to relay all required information about the product.
Launching process of ‘New Chocolate Diet Coke’ required careful planning since it was to determine turning point for the Company. The process mentioned would involve high profiled activities with unknown end-results hence required heavy investment in terms of finances and manpower. Successful internal launch solely depended on comprehensive internal communication processes. Production team should first of all sell their basic concepts to senior management endowed with responsibility of committing available resources towards success of the product. It would also involve winning approval of various departments within the same organization. It is important to sensitize entire staff on the scope and benefits of the intended product development processes. This should especially target sales and marketing department, required to get full description of new product to ensure passing of right information to consumers during launching and distribution process. External communication requires that sales and marketing staff be capable of outlining key qualities of the product as well as identifying key prospects (Coca-Cola Corporation 1).
The first process involves setting up of measurable objectives capable of linking purpose with expected outcome. In this case a comprehensive launch plan is necessary since it assists in budget allocations. Since it is a technology based innovation, the value is based on must-have results which determines choice of steering team capable of leading the processes. Several launching events could be chosen in this case, trade shows is considered suitable since it attracts different audiences at ago and also enables easier identification of associated risks and success factors. Using media would demand that all parties involved undergo thorough training including reporters and editors. On the other hand use of trade events requires Coca cola Company to invite third-party endorsers within the industry and also industry’s trade analyst. However, understanding of audience assists in crafting suitable and appealing marketing messages (Coca-Cola Corporation 1).
The second step involves completion of product review, where selected team evaluates performance based on the market needs. This involves ensuring that ‘New Chocolate Diet Coke’ is certified by relevant authorities and documented appropriately. Reflection of innovation breakthrough will require that the product undergoes test market before actual launching. This would require running of local promotional campaign through selected distributors. Afterwards, market results should be evaluated and necessary adjustments attended to as provided through feedback measures. Then making choice on the kind of launch event requires wide thinking whereby it can be done in trade shows, street teams, mobile marketing, cyber events, press conferences and cocktail parties (Coca-Cola Corporation 1).
The third step should involve setting up of training programs targeting sales representatives. Those involved should have deeper understanding of the product which includes benefits and the target market. This should be accompanied by comprehensive plan on sales as well as training follow-up. The launch process should be capable of creating eagerness and enthusiasm amongst the target audience. Focus should be set on leaving memorable and worthwhile experiences capable of adding value to the audience of which basically means addressing consumers’ needs. Revenue target for the launch period has to be set including related incentives. In this case use of advertising is preferable since several objectives can be accomplished through it. Such objectives include building consumer interest, increasing level of consumer awareness, giving directions on channels through which consumers can obtain the new product and granting consumers offer on trial version of the new product. Trial versions of the new product are sampled through sales promotion activities (Burbridge and Rich 15).
The fourth process involves offering necessary incentives which would help distributors build initial stock levels. In this process all those participating in the distribution network should have full information on timing and nature of the launch and this should include promotional materials. Besides, the target audience should be given a follow-up especially after the first announcement. Identification of key areas where the product fits in the market place is crucial since it assists in choosing of appropriate public relation channel through which information can be relayed in the long-run. Fifth process involves putting up of supporting structures in place where consumer support documents are delivered and at the same time customer care help desk set for purposes of handling questions from consumers. Maintaining momentum is necessary after the product launch since real sales effort can be begin on high note and reduce drastically unless driven by some dynamic force. Activities that follow launching process should focus on incorporating promotional support system to all distributors. At the same time, adoption of direct marketing after launching event may assist in creation of good customer base within national platform.
Full-color advertisement for a consumer magazine
Process of launching ‘New Chocolate Diet Coke’ proved extremely risky, since Coca-Cola faced uncertainty of overselling the intended product. However, success experienced in the long-run determines real market position and it should be noted that poor products can contribute towards damaging company’s reputation. Normally, launches should not be dictated by stipulated dates but by product readiness. This gives allowance of any corrective measure which should be made especially on the product quality. Crucial part of all these processes lies in the maintenance of the process momentum after launching event. Failure to maintain momentum at times leads towards drastic drop in sales and may create great losses to entire organization.
There should be appropriate channel for effective communication which requires the correct use of words, both written and spoken, in order to express ones thoughts clearly and confidently. Free flow of information is important for company’s progress; communication skills are also important. Clarity and conciseness are important in order to enhance the effectives of communication. Again, every message communicated should have intended purpose, which should be understood and valued by both the speaker and audience.
On the influence within the market, Coca-cola should try to focus on the needs of consumers for influence purposes. Again, they do not need to use force or to enforce their innovations on others, and if possible, they should use rationality and logic in making final decisions. For the purposes of negotiating with others in the best way possible, it is important that they negotiate jointly, such that, they come to agreement when both parties are satisfied. Again, leaders should strive to gain mutual trust with others in order to market products freely.
Application of relevant marketing tools
The company should modify their services to use current mobile internet devices such as mobile phones, data cards, handheld game consoles as well as cellular routers. These are preferred by most users due to convenience of using wireless network. It is important that marketers see things from consumer’s point of view; this means putting themselves in the shoes of those they supply with products and services, hence making necessary adjustments on brands. In addition, clarification on important issues makes marketing much faster process.
For better results, it is recommended that good managers try to be supportive and be source of motivation. Management within any organization should have relevant skills and knowledge for the purposes of considering others’ interests and be relevant in their decisions. Organizations should also be ready to take responsibilities and go extra mile in helping others. In addition, for marketers to communicate and influence others effectively, they should be able to develop innovative and creative thinking, and be ready to learn new skills. Managers should also possess problem-solving skills as well as teamwork capabilities (Anderson 2-30).
Direct marketing should target high-priority prospects since this would enable easy identification of potential customer segments. This concept should be utilized in the process of making special offers, as well as detailed information concerning the new product. The concept creates opportunity of obtaining feedback based on consumer experiences with the product. Direct marketing offers required flexibility necessary for platforms used during launching and marketing events. Communications at the point of sale is very crucial since it can be used for the purposes of reinforcing media channels as well as giving complete information. Such additional information is capable of supporting sales development process through distribution channels.
Dealing with the current generation requires adoption of available technology used in international communication mix. These involve use of internet and social sites, where new product is highlighted on the company’s web-site home page. There is also use of new product as footage in all organizational e-mail correspondence, such posting incorporates web-link and more information concerning new product. At the same time management should work on proper modalities capable of ensuring that all participants are committed to the new product based on clear knowledge and communication.Works Cited
Anderson, Richard. Lessons from Kripsy Kreme. Journal of Business Case Studies 4,
Ad Brief – Creative Proposal