Integrated Communication Plan For Rubicon
Introduction
Drinks Market
The soft drink market contributes around £7.7 billion to the U.K. economy and supports 135,000 jobs. It is divided into 5 sectors, dilatable, bottled water, still and juice drinks, fruit juice and carbonates which account for £3.4 billion alone (largest sector). Consumption rates of soft drinks vary year-to-year depending on crucial factors like the weather, but the value per liter and overall value of the market is always increasing annually (value per liter jumped 0.90 to 1.05 from 2006-2012) (Mintel, 2013). Please see appendix 1 for more information on A.G BARR and Rubicon.
The objectives of this reports is to articulate an integrated communication plan for Rubicon’s extended brand line ‘YoGo’ and to perfectly …show more content…
So looking at previous campaigns executed by Rubicon is ‘Love the exotic’ that successfully targeted the right audience with appropriate media implementing the same style of campaign. The budget created includes celebrity fees adding up to £7.5 million distributing this through TV ads, Radio, celebrities, Billboard, Promotion, celebrity, newspaper. The YoGo is targeting a competitive yogurt drinks market that’s already heavily dominated by DANONE who have unlimited marketing budget making it difficult to establish in this market.
Target …show more content…
The story behind the emotional connection is the brand has a strong association with holidays so to get customer invold share a holiday camapgin where customer will be ask to share
Share a story, the aim will be to encourage customer to share stories about the holiday including honeymoons, family holidays, couples holiday, backpackers, and what they did on holiday so locations, food, view, resorts, beach body, activities. This long term campaign is about retianining customer and making them feel special. A lot of people are in the happiest mood when on hlikday and it’s a time to reax and unwind posing as the best time for people to create unforgattble memories and if rubicon is tapping into that
Also people will feel even more part of the brand when pictures of customer feature on the YoGo long term campaign. Using this tool will encourage customer to take part because everybody wants to be famous and be involved in national camaphin its 5 mins of
Drinks Market
The soft drink market contributes around £7.7 billion to the U.K. economy and supports 135,000 jobs. It is divided into 5 sectors, dilatable, bottled water, still and juice drinks, fruit juice and carbonates which account for £3.4 billion alone (largest sector). Consumption rates of soft drinks vary year-to-year depending on crucial factors like the weather, but the value per liter and overall value of the market is always increasing annually (value per liter jumped 0.90 to 1.05 from 2006-2012) (Mintel, 2013). Please see appendix 1 for more information on A.G BARR and Rubicon.
The objectives of this reports is to articulate an integrated communication plan for Rubicon’s extended brand line ‘YoGo’ and to perfectly …show more content…
So looking at previous campaigns executed by Rubicon is ‘Love the exotic’ that successfully targeted the right audience with appropriate media implementing the same style of campaign. The budget created includes celebrity fees adding up to £7.5 million distributing this through TV ads, Radio, celebrities, Billboard, Promotion, celebrity, newspaper. The YoGo is targeting a competitive yogurt drinks market that’s already heavily dominated by DANONE who have unlimited marketing budget making it difficult to establish in this market.
Target …show more content…
The story behind the emotional connection is the brand has a strong association with holidays so to get customer invold share a holiday camapgin where customer will be ask to share
Share a story, the aim will be to encourage customer to share stories about the holiday including honeymoons, family holidays, couples holiday, backpackers, and what they did on holiday so locations, food, view, resorts, beach body, activities. This long term campaign is about retianining customer and making them feel special. A lot of people are in the happiest mood when on hlikday and it’s a time to reax and unwind posing as the best time for people to create unforgattble memories and if rubicon is tapping into that
Also people will feel even more part of the brand when pictures of customer feature on the YoGo long term campaign. Using this tool will encourage customer to take part because everybody wants to be famous and be involved in national camaphin its 5 mins of