Brand Audit- Tang

Brand Activation for TangBrand Management

ContentsBRAND INTRODUCTION2Brand Positioning2Brand Portfolio2Summary of Brand Audit3Recommendations from the Brand Audit5Mission of the Brand Activation6Objectives of the Brand Activation6MARKETING OBJECTIVES:6ADVERTISING OBJECTIVES:7Target Audience for the Activations8Scope of Activation8Activation Tactics9ATL Initiatives9Target for ATL Activities12Calendar for ATL Activities13BTL Initiatives14Trade Promotions14BTL Activities15Target for the BTL Activities17Calendar for BTL Activities18Media Rates18Budgeting:21Cost for TVCs21Cost for OH22Cost for Print23Cost for Radio24Campus Activation24Appendix 1: Sample Print Ad26Appendix 2: Story Board for TVC28Appendix 3: Pictorial Review of the Activation29

BRAND INTRODUCTION

Tang is the global leader in powdered soft drink portfolio and provides a nutritious, real fruit-flavored drink at an affordable price. On a global level Tang has gained great popularity in Latin America and emerging markets in Central and Eastern Europe and Asia.

Brand PositioningGlobally, Tang has positioned itself as a nutritious and convenient drink that provides the entire family great tasting refreshment.

Brand PortfolioThe following schematic gives a complete overview of the existing portfolio at Tang:

Summary of Brand AuditFollowing gives a brief overview of the findings that we made during the brand audit phase of the project:

The Hypothesis testing in our brand audit proved that Tang is better than competition on the following factors Fun, Nutrition, Energy, Taste, and Refreshing. As can be seen from the graph below that majority of the people have rated Tang high on the mentioned dimensions

Also it was proved that Tang is the only drink in the market that has truly captured the taste of orange. Hence, the association of customers with the Orange flavor is very strong. The consumer perception map developed via focus group at the time of audit as shown below highlights that people associate tang with orange at a very high level. Thus, the Brand hasn't been successful in creating and maintaining the same level of strong association for its other flavors in the minds of the consumers.

Further, although Tang is perceived to be better than competition, we have seen that its market share has decreased from 54% to 48% in the last year with the introduction of Fruitily. Within a year Frutily captured 9% of the market. Market shares of the other players have been displayed in the pie chart shown on the right.

Our second hypothesis revealed that the line extension of Tang into a Rose variant hasn't been successful either in terms of trial or adoption by the target market. from our sample survey we determined that 50% of the target market either isn't aware of the Rose variant or doesnt like its taste.

Other findings of the survey included that Tang is used by house wives for numerous occasions, especially for serving to guests, since they have trust in its quality. However the usage at occasions like picnics and parties has been very limited as can be seen from the graph shown below:Though the everyday consumption and Ramadan consumption is high but we need to promote consumption during parties and picnics.

Recommendations from the Brand AuditAfter analyzing the results of our brand audit we have devised the following recommendations for Tang:

Use greater advertisement for its variants other than Orange Tang Orange already has a very high salience. It should stick to its core essence that is fruit-flavored beverages. Hence, it should discontinue variants such as Tang Rose. Promote usage of Tang for different occasions. Promote the different variants of tang so that people associate other variants with it too Have aggressive marketing to capture the declining market share

Mission of the Brand ActivationAfter careful analysis we have some selected the following recommendations for implementation in Tangs activation: Defend the market share against competition: Promote the usage at picnics and parties Revisit the basics - blind testing to determine why consumers like Tang - name or taste Promote the energy factor Create greater salience for Tang variants other than Orange

Objectives of the Brand ActivationBased on the above observations following objectives can be derived for the brand activation strategies suggested in the following pages:MARKETING OBJECTIVES:As has been mentioned in the previous paragraphs, that due to increasing competition in the powdered beverage category, it is very important for Tang to defend its existing market share which can come from both; by generating the trial from the non users and increasing loyalty of the current users. This can be translated into the following objectives:

1. Increase usage from existing user baseThe existing users of tang includes the entire family, however the users are not much loyal to the brand. As was seen during the brand audit, consumers did not look out much for the brand if it was not available and easily switched to some other brand that was available. Thus we need to increase the usage of the existing customers to get a loyal following.2. Increase usage from lighter users Another major observation made during the brand audit was the fact that hardly 12% of the people preferred consuming it on occasions like parties or picnics. Thus trial needs to be generated among these light users of the brand who consider it mainly to be a product to be consumed on occasions like ramadan.3. Increase trial among non usersAn important way to increase the share of the pie is to increase the pie itself. Thus Tang needs to focus on strategies to bring the non users of the brand or the powdered beverage category into the consumer segment. This can e done by generating trial among them at various touch points like schools, summer camps, shopping malls etc.ADVERTISING OBJECTIVES:The above marketing objectives can thus be translated into the following advertising objectives:

1. Increase awareness about variants among target marketAccording to the survey results, Tang has a very strong association with Orange. There is very little awareness about the other variants of Tang such as Tang Pineapple, Tang Mango, Tang Rose and Tang Lemon & Pepper. Therefore, there is a need to increase awareness of these variants among the market.2. Generate responseAnother advertising objective is bring Tang into the consideration set of potential Target Audience and generate trials from this segment. The focus would be to generate response from the potential customers who are currently using other powdered beverages as well as move the light users to medium users and medium users to heavy users through identifying newer ways and occasions on which Tang could be used. 3. Change perception to increase WoM about variants other than orangeAdvertising would play a critical role in changing the perceptions of consumers about the other variants of Tang. The objective is to make the brand stand for something more than orange.Target Audience for the ActivationsThe target audience for the above mentioned objectives can be defined as: Non users of the brandthe non users includes both the ones who are consumers of powdered beverage category but who consumer brands other than tang and the ones who do not come under this category at all. So we need to generate trial among them and convert them into hot prospects

Light Usersthese are the people who do not consume the brand of a regular basis and it is usually consumed in picnics and parties. Thus we need to increase promotion to become a part of their evoked set

Heavy Usersanother part of the target who will be focused on via the activations includes those who currently are heavy users of the brand so we need to further enhance our reach to them and convert them into the loyalists of the brand. So this would include both the kids who use their pester power to influence their mothers or units who make the purchasing decision at the household unit level.Scope of ActivationThe geographic scope of the activation varies across the region for both ATL and BTL activities:

Above the Line ActivitiesATL activities would be throughout the country through televisions, radio and newspapers ads in all leading mediums in its respective categories.

Below the Line ActivitiesHowever, BTL activities would be spread out in the three metropolitan cities of Pakistan Karachi, Lahore & Islamabad along with other smaller cities of Multan and Hyderabad. Activation TacticsThe recommended marketing activities can be categorized into three broad categories. They are ATL (Above the line), BTL (Below the line) and Trade (In-store) marketing. They can be further categorized into five ways. They are as follows:

ATL:1. Main Stream Advertising TVCs2. PrintTrade:3. Point of Sales drives 4. Out-of-HomeBTL:5. Events (competitions, summer camps and parties, canopy activity etc)Each of these categories are discussed below:

ATL Initiatives

TVCs: Brand equity for Tang can be maintained by constant recall on mainstream television. Tang can air its TVC in the 2nd & 3rd quarter of the year to ensure brand loyalty and maintain remembrance. The recent tagline for Tang is Banao, Pio aur ker Dikhao - Bachay asani say banayain aur kuch ker dikhayain has been very helpful in reinforcing the idea that Tang is easy to make and convenient for the consumers. The same tagline can be used for the TVC, and through this slogan, can focus on the simple concept of Tang being an easy to make drink even for kids. This is to do away with the stigma of only elders knowing the perfect mix of powder for a glass of juice. However variants other than Orange also need to be highlighted in the TVCs. Hence, the Banao Piyo Kar Dikhao ad should be made for other variants also. Further, the ad campaign for the brand should now focus on Health Secrets and Real Fruit Factor. A sample storyboard for a Tang Health Secrets TVC is attached in Appendix. The concept of the TVC is to promote Tang as a healthy drink, which is used to get the taste of Real Fruits in your powdered beverage drinks.

TVC for Ramadan:Tang needs to come up with special TVC for Ramadan. Ramadan is actually a month of blessing for beverage makers in Pakistan as sales for their products tend to skyrocket. Beverages are particularly important in this month because most people break the fast with a sweet fruit drink to raise energy levels.

Obviously, manufacturers take advantage of the possibility of increased sales in the month and plan marketing activities accordingly. Companies come up with special offers and catchy advertisements to maintain hold over the market in the month of Ramadan. Thus, we plan to advertise more in this month than any other month.

Tang enjoys a special place on dinner tables during Ramadan and this month provides a great opportunity for the company to increase brand recall and sales. We plan to create ads that focus on family bonding and at the same time serve as a link to the festive spirit of the holy month, which includes celebration, togetherness and meals to help build stronger connections with the consumers. The TVC will be aired on different channels like HUM TV, ARY Digital and Geo on prime time slots.

Through this Ramadan campaign, we will be targeting young mothers, signaling the nuclear familys growing importance. The society is moving towards nuclear families. The young mother who used to have iftar with her parents or her parents in law is now the decision maker in her house, deciding which brands to choose. It is important for us to take this trend into consideration and remain relevant to our younger audience. The TV commercial will portray young, modern housewives / females in an aspiring environment.

PRINT AD Tang will have different print ads to promote not only the variants aaialbale but also the BTL initiatives being carried out. Special ads will be printed in Young world, Sunday images, Jang promoting the eid carnival, tangs association with summer camps. These will highlight the procedure to participate in these. A sample of these ads has been attached in the appendix 1

OUT-OF-HOME - BILLBOARDS:The importance of the effective out of home marketing is that it reaches the consumer on a mass level and can have a profound impact on the minds of consumers while they are indulged in their daily life routines. As was mentioned in our recommendations, Tang should consider a wide variety of possible marketing communications including billboards in order to enhance brand recall so that consumers form stronger brand links to the product category. Therefore, Tang can make use of very attractive 3D Billboard ads. The billboard ad has the power of triggering the feeling of temptation of having a refreshing drink especially in summers. The billboard ads are full of creativity and out of box idea of marketing and are definitely very impactful in attracting the current user base and influencing trials.

The placement of these billboards has to be carefully planned and should be made in different locations by keeping in view the idea of reaching maximum of the target audience in the geographic area under consideration. These billboard ads are a very successful idea of marketing the product and have the power of creating a very strong brand image due to multiple factors which includes the overwhelming feeling that comes by looking at overly sized 3D product image. Secondly, billboards have the power of having a very strong brand recall of the product.

Apart from the 3D billboards, Tang can use simple billboards as well for the marketing of Tang variants. These simple billboards will contain images of the variants along with the tag line Banao, Pio aur ker Dikhao or Har pal me rang etc.

RADIOIn July we plan to hold a 5 hours sponsored program on City FM 89 on two Sundays in the Buzz Break segment. The coverage area of this package includes the entire network. The radio will promote the variants of tang and a brief promotion for the BTL activities to increase participation rate for them.

Target for ATL ActivitiesIn order to determine the reach and frequency for the ATL activities, following table from the book : Advertising and Media Planning by Lerry Kelly and Donald Jugenheimer has been referred to:

FactorHigh(1)Average (0)Low (-1)

Brand MaturityNewIn market for 2-5 yearsBrand in market for 10+ years

Brand AwarenessNew or low awarenessAverage AwarenessStrongly established leader

Competitive CategoryVery AggressiveBrand is on par with competitorsBrand has over 50% of the market share

Advertising CampaignNew campaignIn second yearHas run for 2+ years

Type of ResponseShort term promotionMix of promo/brandLong term brand

The target from these ATL initiatives is to reach atleast 70% of the target audience and have a frequency of 4+ for television activations. The frequency of 4+ has been derived based on the matrix shown above:

Since the target market is already aware of the brand we believe that based on brand awareness we need average frequency especially in terms of new flavors. The competition in the category is aggressive especially after the entry of Frutily in the market. The ad campaigns will be promoting new variants hence we need a high frequency level and since these are short lived activities we need to ensure high frequency again. Thus combining the frequencies and adding them to the base level 1, we get a frequency of 4+

Calendar for ATL Activities

Following table gives an overview of the way ATL activities will go online from May to October:

Regular campaigns will be run throughout, however morning shows will be used to promote tang during June and July, during august Iftar clocks giving time watch shall be run and promotions will be done for eid carnivals and cooking shows focusing on meals for Kids.BTL InitiativesBrand ActivationBrand Activation creates a trust between the customers and the brand. This trust plays an important role in building brand loyalty. Considering the current situation where a recent player Fruitily has captured 9% market share within one year, Tang needs to build the connect with its consumers by interacting with them on a one-to-one level through various activties rather than using the mass media approach.Some of the proposed brand activation campaigns are as follows:Trade PromotionsActivity: In store ActivationsTo be conducted in: 1 week in each-June, September and OctoberTang will start its in store activation program in supermarkets like EBCO, Aghas & Naheed in Karachi, 7th Avenue, Harrods & Metro in Islamabad, and Hyperstar, Al Fatah, Hypermart & Esajees in Lahore. They should be gondola dressing standees, and sampling of Tang Mango, Tang Pineapple and Lemon and Pepper flavours to increase awareness and generate trial amongst the non-users. BTL ActivitiesFollowing paragraphs discuss in detail the activations that Tang should conduct to ensure consumer engagaement on level that will generate trial, cerate WoM and increase the loyalty of the heavy user segment.

Activity: School PartiesTo be conducted On: Last day of schools before summer vacations (29/30 May)It has generally been observed that on the last day before the start of summer vacations, schools like Foundation Public School, Beacon house School System, City School, Mama Parsi Girls Schools, BVS Parsi High School, St. Josephs Convent, St. Patricks High School etc arrange parties for the students. This is a great touch point for Tang to reach the potential influencers of the purchase decision that is children.The activation that Tang can conduct at this point is that their especially painted vans will go to schools, where they will serve different Tang flavors to the students. Furthermore,for primary school students certain cartoon characters will be present at the vans who will not only serve the kids with the drinks but also entertain them with their magic shows.This activity will not only generate a word of mouth among students but also generate trial among teachers who are the potential targets of the brand. Tang will also be served to mothers who come to pick up their children from schools, thus generating trial among the purchasers of the tang. Here all the flavors of tang will be served.

Activity: Activation at Summer CampsTo be conducted in: June and JulyDuring the months of June and July, summer camps are held by various hotels and clubs to polish the talents related to painting, music, sports etc of children. Here lies a potential influencer of the purchase decision i.e. children. This activity will be mainly conducted in the three metros of Pakistan namely, Karachi, Lahore and Islamabad.

The mechanics for this activity will be that administration authorities for summer camps at places like Royal Rodale, Sheraton, Marriott, PC, Berlitz will be contacted and the tang activation teams will go to these camps and serve drinks to children and entertain them through the magic shows done by activation team members, also tang will host a painting competition for children over their about their ideas related to the Beat the Heat concept during the summer and cricket matches for kids.

Also, a promotion campaign will be run whereby kids who would want Tang teams to visit their summer camps will be asked to send five empty sachets of Tang along with details of their camps. Then the camp administration will be consulted and accordingly if the number of children present at these camps are more than 100, the activation team will make the visit to the site to conduct different activities.

Activity: Tang LoungeTo be Conducted in: August (During last 15 days of Ramadan)Under this activation plan Tang will create an atmosphere called The Tang Lounge. These lounges will be setup in major malls in the city like Park Towers, Dolmen Mall in Karachi, Seventh Avenue and Safari mall in Islamabad- Bahria Town, Mall of Lahore, Liberty Lahore. This activity will be held during Ramadan and the lounges will serve Tang with iftar, and during peak shopping hours.

The theme for the lounge will be such that all variants of tang will be promoted. There will be different corners decorated according to theme like Orange, Pineapple, Mango, etc. Tang Mango corner will have the umbrellas, chairs, and tables painted yellow. Similarly the sales people be adorned in a yellow shirt. Similarly, the theme for Tang Orange corner will have everything in orange color. Activity: Invite Based Eid CarnivalTo be Conducted On: Third Day of EidInvite based Eid Carnival will be conducted on the second and third day of Eid at Zamzama Park Karachi, F-9 Park Islamabad & Gadaffi Stadium Lahore. Promotion will be run during Ramadan in Print Media whereby kids will be asked to send 3 empty sachets of Tang- all of different flavors to selected retailers in return for a ticket valid for entry of 2 people. The selected retailers would be the same where the in-store brand activation will be carried out:1. Karachi - EBCO, Aghas & Naheed1. Islamabad - 7th Avenue, Harrods & Metro, and 1. Lahore - Hyperstar, Al Fatah, Hypermart & Esajees Furthermore, Tang stalls will be setup outside the event location from where the ones who want to attend the carnival but dont have the invite, can purchase tang and show receipts to the activation team to get entry into the carnival area.

Toon Cricket CarnivalThe carnival will focus on Toon Cricket, whereby match will be held between the toon team represented by different cartoon characters and a team of kids. Kids will be encouraged to come up with a team of their friends else they will be adjusted in other teams so that they can participate.

Banao, Piyo, Ker Dikhao ChallengeAlso competition will be held by the name of Banao, Piyo, Ker Dikhao Challenge for mothers whereby they will be asked to prepare and drink Tang with the help of their kids. The kids will make the glass of Tang and the mother will have to drink it in 1 minute. Whichever mother-child team makes the highest number of glasses will get a gift hamper from Tang. Target for the BTL ActivitiesThe target that has been set up for these below the line activations is reaching atleat 100+ touch points to generate trial, where 1 touch point represents 1 household unit. However for the eid carnival the target will be atleast 700+ touch points.

Calendar for BTL ActivitiesFollowing time line highlights which BTL activities will be conducted during which months:

Media RatesSince Tang caters to SEC A and B, our selection of a medium of advertising will be only those which cater to that segment only. Under the ATL banner we will advertise on television, radio and newspapers only on those which cater to SEC A and B.

1. Electronic Media - TelevisionThis would include advertising on a 60 second slot on Geo TV, Express News, HBO, Nickelodeon, and Cartoon Network. We plan to advertise on all prime time slots on different channels owing to the fact that every channel has a different prime time. In general prime times starts from 7 pm and vary till about 10pm to 11pm. The following are the Prime Time rates for different channels: If we advertise on all channels in the same time slots, television media can cost a minimum of Rs 247,000 for the 7pm timeslot to a Rs 298,000 for the 10pm timeslot. Prime time for news channels varies with respect to the programmes and hosts who have shows at that time.

Apart from news channels which target the decision- making consumers, Tang should also target the kids through Nickelodeon and Cartoon Network. However, the dynamics of this television segment is different as they charge rates as per the cartoon programme aired in that time. For example, Cartoon Network has 2 Prime time slots: 2pm to 8 pm (when it aires Pogo) - charges Rs 30,000 8pm to 10 pm - charges Rs 25,000

Similarly Nickelodeon has a prime time from 7pm to 12 pm and charges a constant rate of Rs 15,000. These rates are all based on a 60 second slot. For 30 second slot rates, the prices are divided by 2, to reach the rate for the 30 second slot.

2. Electronic Media - RadioThe rates used for radio advertising are based on a 5 - 10 second slot. the 30 second ads are cut down into 10 second ads for radio transmission. The most expensive radio station is FM 89. Every station has three prime times: Morning Drive Times (Driving to office times) - which is from 8 am to 10 am. Afternoon Drive Times (Lunch Break) - 1pm to 3 pm Evening Drive Time (driving back home) - 5pm to 7pm

On average, rates for this are Rs 15,000 per 30 second advertising. for a 10 second advertisement, the rate will be divided by 3.

3. Print MediaBecause Tang is a consumable product, colour has a natural appeal while advertising. Therefore, the ads published should be coloured. Since the product caters to SEC A and B, they usually read The News and Dawn Newspaper. The issue with an exact rack rate for these newspapers is that the rates are individually negotiated with the companies. Some companies have sponsorships with media channels hence they advertise free of cost. Therefore approximate figures were provided by Mr. Arsalan Rabbani at Synergy Advertising for both The News and Dawn Newspapers. The rates were based on page and full page (Front Page, Front Inside and Back Page)

Front PageFull Front Page page front insideFull page front inside back pageFull back page

Jang/The News250,000800,000 10,000,00080,00090,000 200,00025% of Front page25% of Front page

Dawn Newspaper250,000800,000 10,000,00080, 00090,000 200,00025% of Front page25% of Front Page

Budgeting:Based on the rates stated above obtained from Synergy advertising following budget has been prepared to show the costs that will be incurred for the proposed activations:Cost for TVCs

Cost for OH

Cost for Print

Cost for Radio

Campus Activation

A small activation was done for Tang at the IBA city campus cafeteria. Following gives a brief overview of the activities carried out:

Fruit Cocktail DelightA brand activation activity was held in the IBA cafeteria to promote 4 different flavours of Tang: Lemon and Pepper, Pineapple, Orange and Mango. Tang was presented as fruit cocktails to the students who made their preferred flavor of drink.

Blind TestsA Blind Testing activity was held at the IBA City Campus cafeteria to identify the associations of Tang with the people. The tests were for: Fruitily Mango vs Tang Mango Fruitily Orange vs Tang OrangeThe results of this exercise were very clear. They first identified which glass contains Tang. All three participants clearly preferred Tang as their choice of powdered beverage. Even though, Tang was diluted participants were still able to correctly guess Tang as it has a high brand equity among the masses

A pictorial review of the activation has been attached in appendix 4

Appendix 1: Sample Print Ad

Appendix 2: Story Board for TVCTang TVC Story board:

The ad would start with showing a beautiful health-conscious female saying:

Beautiful glowing skin is a mark of a healthy life.. A fruit filled diet has been a part of my lifestyle..

Then the next scene shows her squeezing the juice directly out of fresh fruit:

Getting fresh fruit juices never easy But now I carry can get refreshed on the go!

We show a Tang Sachet.

Now I have my health secret! Whats yours?

(in the next dialogue comes: to share your health secret please log on to http://www.clover.com.pk/)

Appendix 3: Pictorial Review of the Activation

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