Communication Plan for Bio Energy Drink by Mateling Company

1. Executive summary

Mateling company has launched a new product on the market, Pure bio energy drink. Our aim is to make their product known. First we made all necessary analyses and than define three main segments of potential buyers: university students, high school students and people who live in accordance with the trend of bio food and healthy life style.

Our main goal is to make the product known to key stakeholders so they would be aware that healthy energy drink made by Mateling exists on the market and it is as effective as other energy products. We also set three objectives, one for each segment. First objective is that 40% of university students participants will know about Bio Pure product and 20% of participants will be familiar with its advantages. Second objective is that 30% of high school students participating in an evaluation survey will know about Bio Pure product and 15% of participants will be familiar with its advantages and third objective is that 40% of participants of the third segment in our evaluation survey will know about Bio Pure product and 30% of participants will be familiar with its advantages.

During the communication campaign we will stick to the key overall message which says that we are offering new, effective energy drink, which is different from every other energy drink on the market, because is natural. Our communication activities will be carried out in the biggest cities of Northeast of Slovenia and in Ljubljana and for them we can spend budget, worth 500.000€. We will focus on below the line advertising and promotion and other less expensive tools suited to each segment. Specifically, we will create web page and Facebook page, we will arrange presentations with associations on the area of healthy lifestyle, send PR releases to different magazines, present our product in two different fairs, arrange for special offers in clubs, we will also take guerilla activities and design brochures and shirts, which will be worn by waitresses in clubs and by sellers in shops with healthy products.

Lastly, we will make evaluation in three steps. First evaluation measurements will be done in November 2011 and we expect at least 10% awareness of all participators in all segments about our product. Second evaluation will take place at the beginning of April, before the second round of our communication actions begins. If the results will not be at least half the same as the final expected results in the September, certain modifications to the communication plan will must take place. Our communication plan and its implementation will be successful if we will reach our objectives.

2. Introduction

A.I.M

Agency of International Marketing or

Domain

A.I.M is a communication and consulting company with the tradition longer than 10 years. During this time it has gain good reputation in its branch through successful collaboration with local and global companies, governmental, non-governmental and international organizations. The core of our service constitute a strategic planning, consulting, implementation and evaluation of projects on fields of personal relations, communication management, advertising, marketing management, media planning and business consultation. AIM is organized as a strategic communication group with more than 50 expertises, who are flexible and capable of using the newest technology in keeping up and creating trends in our working field.

Our Values

We believe in values such as honesty, fairness, discretion and reliability. In our work we respect the universal declaration of human rights and treat all people equally irrespective of their gender, nationality, race, religion or sexual orientation. We give back to society as much as we can. For this reason, we take an active part in charity and sponsorship programs, as well as we support many creative projects. Our main task in our work is to create nonaggressive and fair communication and give our best in satisfying our clients.

Our Mission

Aim takes a role of an essential mediator between companies and people. Our mission is to help companies in satisfying their business goals as well as their customers and create a worthy and good reputation among them. We use our creativity and innovative spirit not only in marketing communication of visual and verbal esthetics, but also in integrating all our communication knowledge and tools through which we successfully solve communication and marketing problems.