International Roast launches flavoured milk line

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Course Code: 7003MKT

Course Name: Marketing Practice
Due Date: 23/10/2015
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Student Name: Grant Walsh
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Updated: April 2015
Marketing Plan for
International Roast, Chilled.
Author: Grant Walsh

SID: s2921004
7003MKT Marketing Foundations

Convenor: Kelli Bodey
Executive Summary
Informed by a recent opportunity analysis, this strategic marketing plan will outline a Product
development strategy of introducing a flavoured milk line as an extension of the International Roast
TM
brand to capitalise on the brands strong awareness and build market share in the burgeoning Ready
to Drink marketplace in Australia. The objective is to derive a Return on Investment of twice the
budgeted marketing spend of $250,000 within the 12 month period of the campaign with an integrated
marketing plan that is focused through marketing channels that are relevant to both existing and new
consumers of the International Roast instant coffee product, and consistent to the existing brand
values.
Whilst the Instant Coffee Fast Moving Consumer Good (FMCG) product is in a mature and declining
product phase, both in terms of the International Roast brand and the overall sector within Australia,
the demand for Flavoured Milk and Iced Coffee Ready to drink products is a growth market at 5% of
the population and growing, with dedicated coffee brands the fasting growing producer segment.
Informed by recent research, our target market for the brand will be Generation X and Generation Y
males, with a high proportion in blue-collar or sales jobs, and exhibiting socially responsible,
convenience, and value priorities when deciding upon purchases. To appeal to this target market and
retain the existing brand attributes of the International Roast instant coffee product, the chilled brand
of coffee flavoured milk positioning will be anchored through the slogan of the way it ought to be;
with attributes such as traditional and trusted, value for money, consistent and reliable taste and social
responsibility being communicated to our audience.
The product will showcase these values through its smooth, satisfying core flavour, socially
responsible, simple and compelling packaging, and price leading positioning. Outdoor billboards and
Radio advertising will be ever-present media outlets used to communicate our product attributes to
our audience who are more prevalent consumers of this media, along with social media, customer
service and website elements. Subscription Television, Events, Point Of Sale and competition
marketing elements will be introduced at appropriate phases within the twelve-month campaign to
cost-effectively achieve our marketing objectives.
Given the nature of cold ready to drink products having more demand in hotter seasons, the ideal
launch timeframe for this product is in October; just before the summer season. Outdoor will be
always in market to ensure that the relatively transient target market we are looking for, is always in
touch with our message. Radio, for the same reason will be ever-present, yet rested every three weeks
to allow for different creative treatments and avoid audience fatigue.
Events will be targeted at local N.R.L. home games within the beginning quarter of the season from
February to April, supported by Subscription Television advertising around the same time and
repeated around peak genre ratings period at finals time. Social media and website presence will also
be continuous throughout the campaign.
This disruptive campaign is intended to quickly build new product awareness and consideration levels
through the first phases of this campaign, converted to trialling and adoption to the levels required by
years end to justify a national rollout of this marketing strategy. The first half of the campaign will be
judged on the consideration levels within our target market being at 80% or more, which if achieved,
should establish the momentum necessary to derive a number one market share ion the category and
the associated return on investment from the marketing budget.
Griffith University collects, stores and uses personal information for administrative purposes only. The information collected is confidential and will
not be disclosed to third parties without your consent, except to meet government, legal or other regulatory requirements. For further information
consult the Universitys Privacy Plan at http://www.griffith.edu.au/about-griffith/plans-publications/griffith-university-privacy-plan.
Updated: April 2015
This strategy effectively refreshes the International Roast brand through a repositioning into a more
modern context of environmental responsibility and product relevance within a growing market
segment of coffee flavoured milk, whilst staying true to, and drawing from the traditional, reliable
value for money brand attributes that exist today.
Page 5
Updated: April 2015
Table of Contents
Executive Summary 4
Table of Contents
Target Market & Positioning..7

Marketing Mix Strategies..10
Evaluation & Control.21
Implementation & Schedule..22
Conclusions & Recommendations24
References...25
Updated: April 2015
Target Market & Positioning

Target Market
This extension of the product line will be the companys first use of a differentiated marketing
strategy for the International Roast brand, whereby the iced coffee milk product line will address a
new marketplace that the Instant coffee product does not. For the flavoured milk product line itself, a
target market strategy will be designed to achieve market share within the market that appeals to this
type of product.
The predominant drinkers of iced coffee packaged beverages are Generation X and Generation Y
males, particularly blue-collar workers and salespeople. Convenience and refreshment are seen to
play a big part in why this is, as they may be time poor, lack access to main street coffee retail
precincts, or be shift workers. Salespeople are more likely to be on the road, and blue-collar workers
may be miners, truck-drivers, farm workers or in industrial areas or building projects; all relate back
to being time-poor, and lacking access to Retail coffee purchase or making facilities.
In terms of the typical values, behaviours, attitudes and beliefs of these segments, and with regard to
males, Generation X and Generation Y consumer segments; they are reported to exhibit the following
attributes:
Gen X
Involve more research based in their decision-making.
They are more cynical about marketing practices or motives.
Watch less TV than other groups.
Consume media through Subscription Television, attend more sporting events and
concerts than the average population.
Gen Y
Value convenience.
Peer recommendation is a driver of purchase intention.
Appreciate diversity, crave authenticity.
They are more socially aware.
Males
Loyalty to groups & mates.
Consumers of sport products.
Driven by themes and heuristic based advertising.
Have goals that are agentic mastery, efficiency and strength.
In relation to further, more specific psychographic targeting, the Roy Morgan Value segment defined
as a fairer deal (Roy Morgan, 2015) provides further contextual background for this plans target
market, adding to the above attributes with the attributes of pessimism, financially struggling, an antiestablishment perspective, and a group always looking for a way to buck the system, and feel that
theyve got a good deal that they can brag to their mates about.
This plan will seek to utilise the marketing budget within the Newcastle/Hunter and Wollongong
markets of NSW. These have been selected based on the fact that NSW is by population the largest
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Updated: April 2015
State, however in a latest report had only one-fifth of the consumption of the highest recorded state of
South Australia. The regional hubs within NSW have been selected on the basis of at least two higher
than National average scores based on the 2011 Census (Abs.gov.au,2015)in either of the following
demographic aspects:
Male,
Technician /Tradespersons, Labourer, Sales, Machinery Operator or driver employment
categories.
These target markets will suit a product adoption outcome as:

The Generation X group will act typically as early majority consumers, who will be well
aware of the iced coffee products already in market and,
The Generation Y group are more likely to be early adopters and share with their peer
network, hastening the uptake of a new product from a dedicated coffee brand if executed
well.
Positioning Strategy
The International Roast brand of flavoured milk will reposition the brand with a new product targeting
a new target market. Effectively taking a challenger role to the incumbents within the iced coffee
ready to drink market, through offering a low-cost, reliably flavoured iced coffee product that stays
true to the core brand values of simplicity, smoothness, tradition and cost effectiveness, whilst
appealing to the masculine audience with undertones of strength, reliability and loyalty.
The slogan that will underpin this image in the minds of consumers will be: International Roast
chilled the way it oughtta be.
This statement will be an anchor for the consumer marketing campaign treatment that will highlight
the attributes and brand values as follows:
Traditional and reliable: Produced by a brand that has been in the marketplace for decades, and
packaged in a glass bottle reminiscent of the old milk bottles delivered to homes by the milkman.
Low cost: Maintaining the brands granulated coffee positioning of low price, with low key packaging.
Smooth taste, one consistent flavour: - Bucking the trend of multiple product lines differentiated
within both the iced coffee and flavoured milk genres, this will be a single smooth, consistent flavour.
Environmentally responsible: Recyclable glass, plastic free and minimalist packaging will highlight
these attributes.
This positioning approach should highlight for our target market the distinctiveness of the product
versus our competitors and create a positive brand association that induces both the adoption of the
new product, and encourage a loyalty of consumption.
The positioning versus our competitors can be seen in the following schematic.
Updated: April 2015
Coffee-flavoured milk competitor perceptual map:
As a new entrant into the ready to drink iced coffee marketplace International Roast will disrupt the
marketplace with a low priced, known dedicated coffee manufacturer brand. It differentiates itself
with a low priced, consistent flavour that offers consumers who are price sensitive a touchstone in a
cluttered market, with ever-increasing flavour and brand options that have the potential may be
creating choice fatigue.
Branding Strategy
The brand strategy of the International Roast iced coffee milk line will be to invoke from the
consumer the associations related to simplicity, flavour, tradition and environment underpinned by
the hygiene factor required of a coffee derived product; that it does contain coffee.
A good brand strategy will create and sustain a relationship with consumers, inspire and invoke trust,
and elicit engagement and advocacy from them. Although many Generation X consumers will already
be aware of and have a relationship with the brand, either at home or through their workplace kitchen
facilities, this foray into an iced coffee drink will need to reconnect these, and our new consumers
who are not aware of the brand, to consider, trial and ultimately adopt this new product line.
The aesthetic of any creative treatment; be it logo, packaging design, advertisement content or point
of sale materials must be consistently reinforcing the brand values and positioning through simple but
effective execution, clear and succinct communication of features and benefits and quality without
extravagance.
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Updated: April 2015
The brand when perceived by our target market should invoke the traditions of times gone by; when
the milkman could be relied upon to deliver your milk every morning with a smile, when you spoke to
your neighbours over the backyard fence, when global warming didnt exist, when Vegemite was
Australian and when everything came in a glass bottle. Whilst brand perceptions must be anchored
this way, it also must ensure that it remains modern and relevant to the needs of todays consumers as
perceived through all brand usage and advertising.
Marketing Mix Strategies

Product
Name
In keeping with the brand attributes and positioning of our product that has been discussed, the
International Roast Iced Coffee product will be an extension of the Granulated instant coffee name
and simply be called: International Roast Chilled.
The elements of the product name are justified as follows:
a)
International Roast: Research has proven that consumers with limited time and an overload
of choices in a Fast Moving Consumer Goods environment will be influenced in their
decision-making by the option of a known brand choice (Joubert&Poalses,2012).
Further, the exponential growth in dedicated coffee brands within the iced coffee market in
Australia, displays the advantages of extending the International Roast brand into this product
line. There is also some evidence that Australian consumers do not believe that there are
actually coffee beans used in the making of iced coffee products (Rush.com.au,2015). The
association provided by a known and dedicated coffee brand should go some way to allaying
these concerns.
b)
Chilled: The majority of current iced coffee titles have a subtitle indicating it is iced coffee.
As a differentiator, but also to convey the cold temperature that is intrinsically expected in an
iced coffee ready to drink product, the word chilled will be utilised. Critically though the
association of this word that will be invoked in the target audience is the alternative use of the
word in the Australian language meaning according to urban dictionary (UrbanDictionary,
2015)to relax or hang out with friends. This fits in nicely with the brand attributes, and
provides an emotional connection with the audience to the brand in that it can be associated
with that definition.
Constitution & ingredients

In informing the product ingredients, International Roast chilled will not seek to differentiate through
sub-product lines such as low fat/sugar or high-end coffee bean or strength of flavour, but rather
ensure that the mix of ingredients enables the achievement of our Instant coffee brand slogan of
smooth and satisfying, and enables our differentiation to come from our price, and the perception
our consumers have around the brand associations that promise low cost, high value, traditional,
reliable, socially and environmentally responsible outcomes. Observational research found a wide
range of sugar and coffee ingredients of the major competitor products in this category, with sugar
Updated: April 2015
content ranging between 44% and 57.6%, and coffee powder percentage between 0.4% and 1.5%. A
recommended % of sugar and ground coffee powder inclusion to ensure that there are no negative
comparisons of taste or quality, is a sugar content of no more than 45%, and a coffee inclusion of
between 1% and 1.25%.
To stay aligned with recent Nescafe instant coffee labelling changes, including the International Roast
brand which now conveys that the final product is locally processed, it is desirable for the milk
content to be 100% sourced from Australian livestock, whilst continuing to utilise coffee powder
blends provided from the Gympie, Queensland processing facility.
Packaging
Packaging, including labelling, container shape and materials used are a very important factor when
consumers choose between FMCG products for both milk and coffee based products (Adam & Ali,
2014; Kobayashi & Benassi, 2015). To that end, this product will be sold in a 400ml glass bottle, in a
reminiscent of the milk bottles that were delivered to homes when a milkman service was available.
The quantity is also a strategic differentiator from the majority of product sold in the marketplace for
single serving use (500ml), and the reduced cost of goods sold to produce will further facilitate a
lower price point positioning. The bottle shape will a broad base and shorter than traditional bottle
shapes, to more comfortable fit in the hand of our target audience, but the base will be such that the
circumference fits within the majority of, if not all, major vehicle models sold within Australia, to
ensure the convenience needs of our target market, including drivers, are met. A glass bottle is also
recyclable, and keeps content colder for longer and further, it allows for consumers to see the liquid
inside, another factor that increases the purchase likelihood (Stone, 2011). A ring pull lid, for
convenience and perception of product security will be utilised.
Evidence has shown that consumers of Instant Coffee are more pre-disposed to purchase if the colours
of red, brown or green are used in combination, or if an image of coffee beans is included
(Kobayashi & Benassi, 2015). To that end, and to reinforce the socially responsible values
espoused within our brand positioning, the primary label will be made from recycled paper
with a primary colour palette of cream, with a secondary palette of green and red. This aligns
with the existing International Roast aesthetic, with the exception of the green undertones,
which will be used to reinforce the brand association of environmental responsibility.
Description, Features and Benefits
Because the label will be a wrap taking up only 40-50% of the face of the bottle, and to stay within
the simple, succinct branding strategy and brand values the dominant textual theme will be
the brand logo and product title, with the slogan as sub-heading as follows:
Primary heading: International Roast - Chilled The brand, written in italics or
suitable font that invokes the emotion of cold; the International Roast parent brand in
its usual colour font, but the chill sub-brand and the traditional crown logo will be in
ice blue.
Secondary heading: Smooth and satisfying will be a direct feature and benefit
statement retained from the original international roast product range to maintain the
association that this product is made and consistent with the traditional, dedicated coffee
brand.
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Updated: April 2015
To ensure the remaining brand values and associations are prominent on the product, the Recycle
Australia and Made from 100% Australian milk, wrapped around a map of Australia will
also be displayed, in tandem with the required nutrition and other labelling requirements
under local legislation.
Distinctiveness from competitors.
The distinctiveness of our product as compared to the available iced coffee brands in the marketplace
can be summarised as follows:
a) Environmental & social responsibility credentials identified by consumers from the
labelling, packaging and ingredients.
b) Simplicity and reliability of product experience identified through the single product
line, slogan, packaging and right balance of ingredients and taste.
c) Glass container. Observational research has surmised that this would be the only
packaging type of its kind within the major iced coffee brands.
Two dimensional Product images:
Updated: April 2015
A summary of the product attribute movement and benefit to the consumer can be found below:
Current Product
Attributes
New Product
Attributes
Resulting Consumer Benefit
Synthetic Container
Glass Container
Granulated coffee powder
Iced coffee liquid
Transparency, strength, recognised as

recyclable
Single brand
Sub brand
Overseas ingredients
Includes local
ingredients
An input only product, needs to be

combined to be imbibed
Hot drink
Convenience, refreshment, taste,

Trust, relevancy, innovative, informative
Aligned with values, positive associations
Ready To drink
Convenience
Cold Drink
Refreshment, Appropriate to climate
Price
Given that this marketplace is an existing one and with a significant growth profile, with strong
incumbent brands, a penetration pricing strategy will be utilised here. There is still a relatively low
barrier to entry within this product segment, and although the market exists, the Australian market still
lags significantly behind other markets like the USA, Asia and Europe (Bowling,2014)and therefore
would appear to have a long product cycle ahead to capitalise on. Nestle already has extensive
experience and production capability with regard to both the dairy and coffee industries, and with
volume can further drive the cost to produce and distribute down. The relative size and financial
strength of the parent company Nestle means that significant leverage can be gained from existing
supplier, vendor / retailer relationships as well as the supply chain efficiencies that the company has in
place.
The price of the product has been recommended to be set as the lowest price point amongst all carton
or bottle based products, excluding the Nippys TM brand which is at the lowest end of price point,
however has low brand awareness and a tetra pack TM with straw delivery mechanism, predominately
seen as a multi-pack grocery item and not seen as a direct competitor. Whilst the brand positioning
and extension of an existing price leader will infer it and deliver the necessary value associations for
the consumer, an overt value-pricing strategy wont be a selling point utilised for marketing purposes.
Recommended retail price range (per litre) of competitor products from observational research
utilising the #1 Online Grocery Retailer (Woolworths Online, 2015) ranges from $4.65 - $7.00, with a
mid point of $5.80 per litre, or for a 500 ml bottle (the dominant volume in the category): $2.33 $3.50.
Recommended Price of this product: $2.00 ($5.00 per litre).
This price point has a number of advantages:
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Updated: April 2015
a) Transparent Pricing: In line with the campaign tagline of the way it oughtta be, and to stay
true to the simplicity of the brand value, this approach is in alignment with brand values,
simplicity, and will defend against the natural cynicism of our target market.
b) Low cost, high value a $2.00 price point is as well as being significantly cheaper than the
only other 400ml alternative on the market - Rush at $2.80, and per litre the high end of the
market price ranges.
c) Conducive to build market share and consideration faster a low price point is much more
likely to reduce the barrier to consideration for new customers ( Krishnan,Bass&Jain,1999).
This price point will be applied in all markets related to this campaign, and continuance beyond the
campaign period will be reviewed in light of distribution capability across a greater scope of
geographic reach, as well as the market share and Return On Investment objectives.
Promotion
The overarching message that needs to be conveyed through our Promotional strategy is focussed on a
sequential building of Awareness through Adoption as detailed within the Adoption pyramid (Rogers,
2003). Within a 12 month period this is quite ambitious, however the known and dedicated coffee
brand; International Roast should facilitate a constriction of the awareness and interest objectives.
Underpinning this campaign will be the tagline Chilled the way it oughtta be, with a variety of
creative treatments that reinforce the brand associations of simplicity, heritage/traditions, low-cost,
responsible, smooth and satisfying.
Awareness & Interest
This will be an important phase, and high investment phase using mass media mechanisms to
inform and excite the market about the launch of the product, as well as a sharable social media
piece to utilise the connected nature of our audience.
Evaluation & Trial
This is where the campaign moves into engaging as directly as possible with the
prospects in the places where they are, and puts our product in a position to be trialled,
and provides more reasons and benefits for our target market to engage and consume our product.
This is an important phase given a large part of our target market are Generation X who tend to
research and be more considered about purchase decisions.
Adoption & Diffusion
A combination of mass marketing and building brand loyalty through reinforcing positive
associations with our brand to our customers, and also competitions, sharable consumer stories to
drive advocacy, referrals and ultimately diffusion through our selected markets.
Copy
The messaging and tone of our campaign must reinforce the brand promise or positioning of the
product, and be appropriate to both the audience and the stage within the adoption continuum or
pyramid that they are in. In terms of the theme and messaging, and using the M.U.S.T. format (Zagula
& Tong, 2004) as a simple structure that ensures the messaging matches the promise, the following
outlines the M.U.S.T. for the Chilled product line extension of International Roast:
Updated: April 2015
Messaging Element
What MATTERS about it?
What is UNIQUE about it?
How will this be SUSTAINABLE?
Provide a TANGIBLE example?
Chilled message
Chilled provides a smooth & refreshing coffee hit on
the go for 18-45 y.o blue collar workers &
salespeople;
Flavour at the lowest price and in a unique format
that makes them feel good about themselves.
International Roast have been around for decades,
and are committed to supporting local industry & the
environment.
Chilled comes in a clear glass bottle that is
recyclable, resealable and keeps your milk colder,
longer.
Keeping to the traditional theme that aligns with the way it oughtta be will be important, however
what will be equally important is conveying this, but in a modern or current context. This might be
achieved for example by merging historical and modern day creative content or directly comparing
the modern day problem with a desired attribute from the past. At all times, the product slogan, and
presentation should be utilised in a positive context, as providing the benefits to consumers in a
unique and rewarding way. Here are some examples of creative themes (not necessarily language) that
might be conveyed:
Smooth, satisfying taste at a fair price the way it oughtta be!
Glass, recyclable bottle that keeps your drink colder, longer, feels good in your hand and
through which you can see what youre buying the way it oughtta be!
An opportunity for a creative theme that ties in with the 18-45y.o. male blue-collar /sales worker
target market and our brand values and positioning is to use strine language wherever possible. This is
a unique way of also tapping further into the patriotic associations with the product and builds on the
local labelling references. It also has the potential to allow for a humorous treatment within our
advertisements which again fits nicely with the chilled connotation of a feeling, and the escapism
and mateship values of our target market (Roy Morgan, 2015). Strine such as you bloody beauty,
avagoyermug, and shell be right could be used as language reinforcing a positive product
experience in media.
This strine campaign execution will be utilised to drive engagement and depth of awareness, and
association with brand values through designing a competition to win an international round the world
trip for the best video submission of an Australian strine term being used.
Nestle has a large marketing team who will focus on providing a campaign brief, execution of the
marketing plan to achieve the marketing objectives within budget, and all corporate communication
and management of suppliers. Nestles advertising agency in Australia, Group M will handle mass
media and creative, and the nestle brand experiential / Retail activation agency; 31 ST:SECOND will
round out the team.
Media
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Updated: April 2015
The use of media channels will be closely matched to the media consumption habits of our audience,
and utilised sequentially to achieve the desired outcomes within each adoption phase, but combined
succeed in being aligned and true to the brand positioning and to provide a return on Investment of
twice the marketing budget.
a) Subscription Television
Rationale:
Aligns with media habits and psychographic profiles of Generation X and males
Can buy a package for male dominated viewing channels only, for Rugby League sporting fixtures
that include a Newcastle, western Sydney or Wollongong based team, and for late night infomercial
styled slots.
Ad type, style, phase relevance:
This advertisement will utilise 15 and 30-second treatments, prioritising the latter for late night,
cheaper slots. Production costs will be shared between TV and radio to manage costs, and will be
maintained as a relatively low budget treatment, and an emphasis on building awareness and interest,
with some more information and benefits given in the infomercial late night 30-second advertisement.
Channels:
A package will be sought from sport based channels across Foxtel and Channel Ten free to air
offerings through the MCN Advertising agency identified as having a male skew, and utilised for the
Summer and first 8 weeks of the NRL / AFL season, with a return to air in August / September for the
Finals Football games and associated male viewing increases.
b) Radio
Rationale:
Aligns with the target market of tradesmen, drivers, and salespeople who are more likely to be mobile
during their working day with access to radio.
Powerful Some campaigns have been reported to result in two-thirds of listeners taking
action after hearing a radio advertisement campaign.
Targeted radio stations have known geographic reach and can be used at different timeslots
when your audience is more likely to be listening.

Radio will be a consistent channel in market, although with some resting between adoption stages,
and in market for no more than 3 weeks at a time, with equally weighted resting phases afterwards so
as not to fatigue the audience through overuse.
During the awareness stage, radio will purely focus on 15 second treatments getting the name and key
benefit to the consumer out there, albeit using up to three benefits to provide a variety of options so as
not to tire an audience. To evolve this in the next evaluation and trialling stage, a competition will
with a call to action will be at the end of the advertisement to direct consumers on where the product
can be found, and to enter a competition at the website or on social media to win an International
Updated: April 2015
round the world flight for 2 by submitting a video of someone using a classic Australian strine term
whilst using or involving the product.
In addition, free product samples and on air mentions will be delivered from the channel promotional
vehicle which has live crosses to advertise its locations and giveaways in outdoor locations where
consumers gather, and the competition promoted with members of the public invited to tell the on air
crew their favourite Aussie slang term to win more International Roast sponsored prizes.
Channels:
The following specific channels will be utilised that all target a male skewed market, and with locally
focussed reach:
Wollongong: i98fm The # 1 radio station in terms of 18-45 across each major timeslot.
(i98FM,2015)
Newcastle / Hunter: KOFM Male skewed audience and NRL Rugby League matches and
dedicated shows make this a relevant advertising channel (KOFM,2015).
c) Outdoor
Rationale:
Outdoor billboards available through such vendors as Ooh media (Oohmedia.com.au,2015) provides
a passive, very large, visual representation of the product and benefit for our target market who are
very likely to be on the road, and builds awareness and reinforcement right throughout the campaign.
The objective is to build awareness and interest through the early stages of the campaign, and to act as
a reinforcement of brand image and/or product experience right throughout the campaign.
The ad will feature a large image of the product itself, along with the slogan and one or two key
benefits. Price should be featured in 50% of these outdoor images to drive home the key positioning.
Channels:
The locations will be focussed on major routes within the city boundaries, and on major thoroughfares
leading in and out of the city.
d) Online Website and landing page
A website will be created as www.chilled.com.au (would need to be acquired) to act as a landing page
for all marketing activity, and reinforce all of the brand positioning and benefits. The nature of a
landing page will be that it can enable more content to be conveyed to the audience, whilst also acting
as a database builder and competition or promotion communication mechanism.
The functional elements for the landing page should include:
Page 17
Updated: April 2015
Menu enabling navigation to:
Competition landing page.
About, where the product ingredients, sourcing, and processing story is told.
a page outlining the corporate social responsibility elements of the product and brand
including the Gympie processing plant, environmental benefits of glass, recycling call to
action, and 100% sourcing of Australian milk and the impact on farmers.
A chilled accessories page containing relevant low cost products that are not only branded
but all profits will go back to a charity that focuses on Australia Farmers.
A location of retailers where the product can be found by inputting a postcode.
Header effectively the brand and product name followed by the slogan
Video of Television advertisement left hand side underneath the header, providing engagement,
awareness and an emotional connection with the brand values. Includes sharable social media links.
Product showcase & feature-benefit statements middle left position, including a high-resolution
picture of the product, and 5 key features and benefits of the product.
Competition, and a dynamic ticker-tape of the top social media entries from the Australian strine
competition. Enable click through to upload a video and enter the competition. Middle right position.
Trust and endorsement elements footer. This should include a rolling ticker tape of positive social
media commentary, or media reporting of the product launch or any campaign element. A link to the
Facebook page also should be prominent in this section.
e) Social media
Australia has one of the highest time spent per capita on social media sites (Cameron, 2013), so it
makes sense to utilise a face book page to support the objectives of this campaign. The role of the
Facebook page will be to drive engagement first and foremost, through sharing of stories around not
only the brand values and positioning elements in use, but to enable sharing of both customer
experience and the competition video entries submitted.
The page will have a link to the website, and be monitored 24/7 by an appropriate agency who will
vet competition submissions, monitor posts, and manage the feed to maximise variety and
engagement. Small prizes can be delegated to the monitoring agency to keep things dynamic and
moving within the website and drive share ability.
The Facebook page will be ever-present, and be updated with appropriate content from other
advertising mediums as needed, and regularly. For example, video or images of consumers trialling a
sample at a radio live cross community event or video of the Gympie processing plant in action for
International Roast coffee.
A Summary of the various media channels being utilised for this campaign can be found in the table
below:
Updated: April 2015
Channel
Radio (3 weeks on, 3 weeks off)
- I98fm
- KOfm
TV (via MCN advertising)
- Fox
Sports
- CH 10 /
One
Outdoor (arterial road billboards)
Website
Facebook
Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep
Customer and Service Support

Existing Customer Service and product enquiries will be handled via the website Q &As, web-chat,
and the Telephone contact number, as contained within the Nestle Australian website
(http://www.nestle.com.au, 2015).
The chilled.com.au website will contain a contact us link which provides these options as per the
nestle.com.au website. All customer service personnel will be briefed monthly on the chilled product
marketing activities and product information to ensure they are knowledgeable and effective in
supporting customer or distributor enquiries.
Sales Promotion
The Sales promotion elements will focus on:
a) An Australian strine or colloquial language competition that will provide a platform for
consumer brand engagement, awareness and trial, across all media and marketing mix
arenas.
This competition will fit within the brand positioning as it harks back to a heritage with
humour element of the Australian culture, when Australian male language was very
colloquial and unique; and resonates with the brand slogan of the way it oughtta be.
Thinking about our target audience of male 18-45 years old, and the male dominated
workplaces of the blue-collar worker, this campaign should have great talkability and
lends itself to sharing through social media as well.
Channels: Radio, Television, Facebook, Point of Sale display, print, Events.
Duration and Timing: December April, within the Evaluation to Adoption phase of
consumer adoption.
b) NRL: Home game promotions for the Newcastle Knights and St George Illawarra
Dragons. This approach consists of a promotional stand within the stadium facility,
targeting ticket holders before during and after the game, with free product samples,
entries into the Australian strine competition, benefit statements and collateral. Personnel
will wear branded clothing, and be well informed as to the product attributes and have
Page 19
Updated: April 2015
onsite prizes and giveaways such as branded t-shirts, coasters and stubby holders in return
for customer personal information and permission to market to in the future.
Trade Promotion
The distribution channel initially will focus on Service Station and fast food retail outlets within the
Newcastle and Wollongong catchment areas, and a mix of point-of-sale product collateral and
promotional banner /stands will drive take-up of our new product.
a) Point of Sale Display
Bottle hangers that are included around the bottleneck and packed before they reach the
retailer will be utilised to promote the competition during its duration.
b) Promotional Stand:
At selected Retailers only, focussing on large Service Station locations on arterial roads
within and on the way out and into, Newcastle and Wollongong locations, a branded,
refrigerated stand on wheels will be placed at the entrance to each service station, or close to
the counter as possible, upon negotiation with each Retailer. A promotional fee will be paid to
each Retailer for a period of 4 weeks to ensure that the placement maximises traffic flow and
spontaneous purchase opportunity.
Place
The chilled product will be focussed on market share within the two key markets of Wollongong and
the Greater Newcastle areas, NSW. These markets are relevant to our target market, and provide a
platform for an initial 12-month marketing plan and budget that can be extrapolated across a national
footprint if the marketing objectives are met. The geographic boundaries will be defined by the media
reach that the local radio stations have. For example, the Wollongong market would be expected to
have a Northern boundary of the Royal National Park, and a Southern boundary of Kiama /
Shellharbour.
The distribution of our product will be a non-exclusive indirect distribution model, within the
selective markets described. Our product will be primarily focussed on Fast food retail and Service
Station retail outlets to focus on where our target market is prevalent in their shopping habits for cold,
ready to drink product.
Grocery outlet or direct sales channels such as Online will not be utilised, to maintain tight costs of
distribution that already exist. Product will be packed and shipped via Nestls existing retail
wholesale strategy, with a wholesale price that facilitates the recommended retail price positioning of
our product. Wholesale agreements will include a clause that allows the producer / distributor (Nestle)
to withdraw supply from a retailer who is charging prices excessively above the Recommended Retail
price, to ensure our price positioning is maintained.
Evaluation and Control

With a new product launch it will be critical to set an initial objective during the first phase to achieve
the brand recall, engagement and consideration levels required to lead into the trialling and adoption
of the product. The first 90 days of the campaign will largely be driving awareness and interest,
followed by the next phase of marketing which will drive the next tier of trialling and adoption. To
this end, the mid point of the campaign will be an important checkpoint to understand whether the
product is on track by end year to achieve its larger objectives of sales and market share which will
Updated: April 2015
underpin the financial success of this campaign. High consideration levels will be the barometer for
momentum on this campaign.
According to Roy Morgan Research (RoyMorgan,2015), Dare is the leading brand in the coffee
flavoured milk marketplace nationally, with a 26.47% market share. The chilled brand of International
Roast is seeking to disrupt the selective markets and will need to become the number 1 brand within
the first year of launch.
Ultimately, to justify the $250,000 marketing budget for this new product launch, a Gross Margin
return of twice the marketing spend, achieved through a sales volume that provides $500,000 of Gross
profit will be required to justify a national rollout and replication of marketing strategy in other
markets.
Metric
Measure
Return On
Investment
Market Share
Gross Margin of $500,000
30% of the Ready to Drink

coffee flavoured milk market
Brand Consideration
80%+ have or would

consider consuming
product within the last/next
90 days.
Timing
Who
Outcome
End of Year 1
Product Manager
Product financials
justify national rollout
End Year 1
Sales Manager
Number 1 in
dedicated coffee
brand iced milk
market share in
selected markets
Campaign Midpoint
Marketing Manager
Positive brand image
Implementation & Schedule

The ideal launch timeframe for the chilled product is in October, to ensure that the hotter season is
capitalised on for a chilled coffee drink. Planning and preparation will be condensed into a three
month period, inclusive of appointing suppliers, selecting locations for marketing and distribution,
and developing the product and marketing mix elements required to execute a campaign of this
nature.
Page 21
Updated: April 2015
Production elements will be shared between radio and television, with website, social media and
outdoor elements ever-present throughout the campaign. Radio, television, trade promotions and
events will be tactically implemented throughout the campaigns duration to coincide with the
appropriate marketing phase and to maintain momentum towards the campaign objectives.
At a minimum, quarterly evaluations of objectives will be held, to allow for any amendments to the
plan based on the tracking towards the key three marketing objectives, and based on financial, sales or
consumer survey outcomes.
Updated: April 2015
This is encapsulated in the following GANT chart.
Page 23
Griffith University collects, stores and uses personal information for administrative purposes only. The information collected is confidential and will not be disclosed to third parties without your consent, except to meet
government, legal or other regulatory requirements. For further information consult the Universitys Privacy Plan at http://www.griffith.edu.au/about-griffith/plans-publications/griffith-university-privacy-plan.
Updated: April 2015
Conclusions and Recommendations

The opportunity exists to capitalise on the International Roast brand and price leader positioning in
the instant coffee marketplace by diversifying into the high growth ready to drink iced coffee market.
To do so, the International Roast brand will create an extension of its brand, through a launch of the
chilled sub-brand. Research has shown (RoyMorgan,2015), that there is exponential growth within
the coffee flavoured genre of ready to drink products within the sub-category of dedicated coffee
brands, providing a positive environment to launch this brand.
By drawing on the heritage of the International Roast brand, and positioning the product against oldfashioned values but with an emphasis on both humour and socially responsible attributes to add to
the price leader status within our current category, the chilled product will seek to take a market leader
position within selected markets within twelve months.
Outdoor and Radio will form the core marketing mix activities, supplemented with Subscription
Television, competition, trade marketing and events that complement and reinforce the positive brand
image as well as adoption of our new product.
Future recommendations to take a watching brief on throughout this campaign can be found in the
following table.
Element
Distribution
Media
Promotion
Description
Seek exclusive distribution rights to food truck vendors targeting
construction / industrial sites in selected areas appropriate to target
market.
If consideration levels at the evaluation point are less than desired,
prepare a business case for local paper print advertisements as an
adjunct to proposed marketing mix, given the potential newspaper
distribution audience.
Consider a follow-up competition to capitalise on database, advocacy
and exponentially grow adoption through social media sharing.
Updated: April 2015
Reference List
Abs.gov.au,.(2015).QuickStats.Retrieved17October2015,from
http://www.abs.gov.au/websitedbs/censushome.nsf/home/quickstats
Adam,M.,&Ali,K.(2014).ImpactofPackagingElementsofPackagedMilkonConsumerBuyingbehaviour.
InInternationalConferenceonMarketing.Karachi:InstituteofBusinessAdministrationKarachi.
Bowling,D.(2014).Asialeadsicedcoffeegrowth.Foodmagazine.Retrievedfrom
http://www.foodmag.com.au/news/asialeadsicedcoffeegrowth
Cameron,M.(2013).ThestateofsocialmediausageinAustralia.MarketingMagazine.Retrievedfrom
https://www.marketingmag.com.au/hubsc/thestateofsocialmediausageinaustralia/
i98FM,.(2015).i98FM.Retrieved17October2015,fromhttp://i98fm.com.au/
Joubert,J.,&Poalses,J.(2012).What'sinaname?Theeffectofabrandnameonconsumers'evaluationof
freshmilk.InternationalJournalOfConsumerStudies,36(4),425431.http://dx.doi.org/10.1111/j.1470
6431.2011.01065.x
Kobayashi,M.,&Benassi,M.(2015).ImpactofPackagingCharacteristicsonConsumerPurchaseIntention:
InstantCoffeeinRefillPacksandGlassJars.JSensStud,30(3),169180.http://dx.doi.org/10.1111/joss.12142
KOFM,.(2015).102.9KOFM|Newcastle'sGreatestHits.Retrieved17October2015,from
http://www.kofm.com.au/
Krishnan,T.,Bass,F.,&Jain,D.(1999).OptimalPricingStrategyforNewProducts.ManagementScience,
45(12),16501663.http://dx.doi.org/10.1287/mnsc.45.12.1650
Nestle.com.au,(2015).Contactus.Retrieved17October2015,fromhttps://www.nestle.com.au/info.
Oohmedia.com.au,.(2015).Billboards,OutdoorAdvertising,Experiential,Airport&RetailMarketing|oOh!
Media.Retrieved17October2015,fromhttp://www.oohmedia.com.au/
Rogers,E.(2003).Diffusionofinnovations.NewYork:FreePress.Chapter5.
RoyMorganSingleSource(Australia),.(2014).Icedcoffeedrinkers'Dare'tobedifferent.Retrievedfrom
http://www.roymorgan.com/findings/5763icedcoffeedrinkersdaretobedifferent201409020017
RoyMorgan,.(2015).ValuesSegments.Retrieved17October2015,from
http://www.roymorgan.com/products/valuessegments.
Rush.com.au,.(2015).RushIcedCoffee.Retrieved17October2015,fromhttp://www.rush.com.au/
Stone,D.(2011).OIworkingtobringbacktheglassmilkbottle.Foodmagazine.Retrievedfrom
http://www.foodmag.com.au/news/oiworkingtobringbacktheglassmilkbottle
UrbanDictionary,.(2015).chilled.Retrieved17October2015,from
http://www.urbandictionary.com/define.php?term=chilled.
Page 25
Updated: April 2015
Zagula, John & Tong, Richard, (2004). The marketing playbook : five battle-tested plays for
capturing and keeping the lead in any market. Portfolio, New York
Updated: April 2015

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Please complete all sections below

Course Code: 7003MKT

Course Convenor: Ms Kelli Bodey

being stored, reproduced annotated and communicated within the Universitys

Acknowledged by: Grant Walsh

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Marketing Plan for

International Roast, Chilled.

Author: Grant Walsh

7003MKT Marketing Foundations

Target Market & Positioning..7

Target Market & Positioning

These target markets will suit a product adoption outcome as:

Coffee-flavoured milk competitor perceptual map:

Marketing Mix Strategies

Constitution & ingredients

Resulting Consumer Benefit

Granulated coffee powder

Iced coffee liquid

Transparency, strength, recognised as

An input only product, needs to be

Convenience, refreshment, taste,

Refreshment, Appropriate to climate

Smooth, satisfying taste at a fair price the way it oughtta be!

Ad type, style, phase relevance:

Menu enabling navigation to:

Competition landing page.

A location of retailers where the product can be found by inputting a postcode.

Customer and Service Support

Evaluation and Control

Gross Margin of $500,000

30% of the Ready to Drink

80%+ have or would

Positive brand image

Implementation & Schedule

This is encapsulated in the following GANT chart.

Conclusions and Recommendations

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