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Assignment1:EvaluateCampaignEffectivenessBSBADV605B

RUSSIANSTANDARDVODKA

300mlCitrusRTD

EvaluateCampaignEffectivenessBSBADV605B Assignment1
JaddanBruhnJoeBrownCedricChaiSreynaChao

RussianStandardVodkaSparkAdvertising

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Assignment1:EvaluateCampaignEffectivenessBSBADV605B

ExecutiveSummary Thepremixedalcoholmarketisabroadcategory,withbrandextensionsandproductvarieties targetedatallsegmentsoftheAustralianadultdrinkingpopulation. TheAustralianadultalcoholconsumingpopulationhasbeensegmentedaccordingtobehavioural andattitudinalcharacteristics,opinionsandlifestyle,productconsumptionhabits,andproduct purchasehabitsandinfluences. Whiletheresearchthathasthusfartakenplaceexploreshabitsandattitudestowardstraditional mediaconsumption,thecomplex,broader,andtechnologicallyadvancedattitudeandmedia consumptionhabitsspecifictotheagerangeofthetargetaudienceformingthefocusofthis campaign,anditsimpactonlifestylefactors,decisionmakingandhowitactsasaninfluenceracross thepeerrange,havenotbeenadequatelyinvestigated. Throughfurthermarketresearchstructuredtoovercometheseexistingknowledgegaps,itis anticipatedthatamorethoroughunderstandingoftheseaspectsofthetargetaudiencewill positivelyshapecriticalfacetsofthecampaignmessage,howitiscommunicated,itsmodeof delivery,andhowitcansuccessfullyachievethedesiredcampaignobjectives.

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Assignment1:EvaluateCampaignEffectivenessBSBADV605B

Introduction Thesubjectofthecampaignactivityisthe300mlcanandglassbottlevodkacitrusmixeddrink producedbyRussianStandardVodka.Differentiatedfromitscompetitorsbyitspurityofingredients andtheintegrityofitsbrandheritage,thecompanyiswantingtobroadentheoverallappealofthe RussianStandardVodkabrandtoattractayoungerdrinkingaudiencebyenteringthereadytodrink market(thisproductextensionisaworldfirstforthebrand),whilstremainingtruetoitsoriginsby ensuringthedrinkretainsacrispvodkataste. Currentresearchexiststhatcapturestheessenceoftheproductstargetaudience,mediahabits, attitudeandbehaviour,butmorethoroughinvestigationisrequiredtoincreasethecampaigns effectivenessandensurethecampaignisstrategicallystructuredtofulfilthecampaignobjectives. TargetAudienceProfile Thecompanyhadidentifiedtheintendedagerangeforthiscampaignas1825,withexisting productconsumptionsplitsreflectinga60%femaleskew.FromresearchundertakenbyRoy MorganResearchintheirreportPsychographicSegmentationofSpirits/RTD/LiqueurDrinkersthe targetaudienceweanticipatereachingthroughourcampaignisasegmentmostcloselyidentifiedas TraceyandSam:TheThrillSeeker. Thecommonattributesthatlinkthispsychographicsegmentincludeacoreneedforchallenge; constantlyseekingnewexperiences,excitementandtheopportunitytotakerisks;seeingeveryday asapotentialsourceofnewstimulation;enjoyspendingtimewithfriendsbutalsoindulgingtheir ownneeds;and,theyareborntoshop.Theirmainfocusinlifeisgoingoutandengaginginfunand excitingtimeswithfriends. Thissegmentlikestogotothecinemaatleastonceamonth,whilsthavinganightoutatleastonce aweek(travellingmainlybypublictransport,thentaxi,whilstoutdrinking),weekendsarefor friends,funandnewexperiences,withMondaytoFridayastopgapuntilthefollowingweekend. Holidaysarespentexperiencingthemostofthefastpaceandbrightlightsofthebigcity.Style, fashionandbeingnoticedareincrediblyimportant,asissharingeveryaspectoflife(opinions,likes, dislikes,thoughts,feelings,experiences,attitudes)throughaconstantconnectiontotheirsmart phone;communicating,sharingandkeepinguptodatethroughprofilesontwoormoresocial mediaplatformsincludingFacebook,Twitter,Foursquare,YouTube,Skype,LastFM,SoundCloudand Tumblr.Longtermplanning/goalsarentimportant,butgettingthemostfun/bestexperienceout oftheavailablecashonhandiscritical. Thissegmentisaheavyconsumerofreadytodrink(RTDs)premixedspirits,andiscurrentlythe primarymarket. RussianStandardVodkaSparkAdvertising Page3

Assignment1:EvaluateCampaignEffectivenessBSBADV605B

CommunicationStrategy Theimplicationsofformingacampaigntocommunicatetothissegmentareimplicitinthe concurrentdemandsonthetargetaudiencestimeandattention,simultaneousmediaconsumption habits,technologicalsophisticationanddevelopedmethodsofconsumingmediaonabroaderrange ofdevicesthatsidelinetheimpactoftraditionalmediavehicles. Whilstplacementsintraditionalmediamaybenecessarytolaunchtheadvertisingcampaign,and generateinitialwordofmouthinterest,maintainingcontinuedinterestinthecampaign,developing tractionwiththetargetaudienceandachievingtherequisitereachandfrequencytargetswill demandthatinnovativeplacementsinareasmorecloselyalignedwiththetargetsdaily communicationhabitsandpropensityforsharedexperiencesandfracturedmediaconsumptionare disseminatedandcollocatedtostrategicallycoordinateandreinforcethecampaignmessage, manifestingthecommunicationscalltoaction. Inmaximisingtherelativeworthofthebudgetedmediaspend,harnessinganddrivingearnedmedia iscritical.Thetargetaudienceseeksoutmaterialthatcanbeshared,andwhatcanbeattributedto themasanewdiscovery,thatpossessesadesirablepassonvalue.Forthistobeeffective,the creativemustarticulatetheadvertisingcommunicationinasuccinctandnovelmanner,thatdelivers thecampaigncontentinteractively,audiblyandvisually,takingintoconsiderationtheconcurrent activitiesbeingperformedbythetargetaudiencewhentheyaremostlikelytobeexposedtothe campaignmessage,wheretheirprimaryfocusofattentionismostlikelytobeatdesignatedtiming pointsduringtheday,andthedevice(andaccordinglytheformat)theyarelikelytobeemployingat thattimeoftheday. Forthecommunicationtocutthrough,itwillbenecessarytoemploydigitalinterruptiontechniques, consistentflightingofplacementsthroughoutthecampaignperiodutilisingcopyindicativeof personalbenefitandincreasedgainfrompositivewordofmouth,withtheimplicitopportunityto partakeinthediscoveryofanewexperience. Additionaldevicestofacilitateadesirablecampaignoutcomeincludethegamerizationofthe promotionalideaandcreativecampaignconcept,integrationofsocialmediaplatformsindriving engagementwiththetargetaudience,andprovidingthescopeforthecampaigncontentand materialstobeinteractedwithandshared/passedonbythetargetinapositiveandcontributory format. PrimaryResearchProposal Thepublishedresearchexploringthemarketsegmentformingthefocusofthiscampaignarticulates thetargetsalcoholbuyingbehaviourandinfluences,basicleisuremotivations,andbroadproduct consumptionoccasioncategories.

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Assignment1:EvaluateCampaignEffectivenessBSBADV605B

Existingproductproducerpromotionalanddistributionarrangements,inadditionaltoprevious campaignactivity,havefocusedonaluxurymarketinterpretationoftheresearch.This interpretationhasnotbeeneffectiveinreachingtheyoungerdemographicrequiredoftheRTD product,norhasitbeenaccommodatingofthecomplexbehavioural,mediaandcommunication practicesofthedesignatedagegroup. Forthiscampaigntoaccuratelytargettheintendedaudienceinthemostefficientandcosteffective manner,andovercomethegapsinexistingresearch,additionalconsumerresearchwillneedtobe undertaken. Furtherprimaryresearchmustestablish: ValidityofexistingcontractedRussianStandardVodkavenues Socialmediaactivityandinfluenceinbrand/productperception Mediaimpactinframingalcoholselectionanddrinkingbehaviour Media,socialandcommunicationactivityandsmartphones Attitudestowardssmartphoneapps InfluencesimpactingonandoffpremiseRTDpurchase Attitudestowardscompetingvodkabrands

Fortheimpendingcampaigntosuccessfullypiercethefilterthroughwhichmuchoftheexisting broadcastmessagesaimedatthetargetaudienceareneutralised,keyelementsoftheirbehaviour, influencesandattitudestowardstechnology,alcohol,vodka,entertainmentandpeersmustbemore thoroughlyunderstoodandexplored. Itisanticipatedthatthisresearchcanbeeffectivelyconductedviaaquantitativesurveydistributed onlineviaSurveyMonkey,withapproximately40respondentsrecruitedfromTAFEinaconvenience samplerepresentativeofthetargetaudience.Aspectsoftheproposedresearchrequiringmore thoroughinvestigation,includingdetailedlifestyleandalcoholconsumptionhabits,maybeexplored throughqualitativeresearchundertakeninafocusgroupwithaconveniencesampleof approximately20participants,recruitedfromTafe,representativeofthecampaignstarget audience.

RussianStandardVodkaSparkAdvertising

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Assignment1:EvaluateCampaignEffectivenessBSBADV605B

Bibliography
RoyMorganResearchBrandHealthTrackingWave2andPositionConceptTest(Australia)July2010 RoyMorganResearchPsychographicSegmentationofSpirits/RTD/LiqueurDrinkersAugust2008 RoyMorganResearchStateoftheNation(AustraliaSeptember2010Base:18+)September2010 RussianStandardVodkaVodkaSegmentShareandGrowthOffPremiseMarketJanuary2011 TheNielsenCompany2010AustralianOnlineConsumerReportApril2011

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