brands are Cocomojo

Attached are two articles for products that are being launched into the UK in the very near future. The brands are Cocomojo, a brand of coconut water (a health craze which is starting to take off in the UK) and Dunkin’ Donuts, who tried unsuccessfully to crack the UK market in the 1990’s.

You are to select one of the brands for the focus of your assignment.

You are to take on the role as a member of the marketing team responsible for ensuring brand awareness and the successful promotion of your product.

Your written submission should take the form of a report. Exact requirements will be discussed during sessions. However you should cover the following areas within your pitch:

€¢ Define your target audience 20%
o Which segment should you address & why?
o What do you know about the target audience?
o Academic and practical justification for chosen segment
€¢ Who are the key competitors? 10%
o A brief outline of the key competitors in the marketplace
€¢ Communication strategy 10%
o What motivates behaviour in the category?
o What benefits do they seek?
o How will you reach them?

€¢ Media strategy 40%
o What are the best media for delivering the creative message?
o Justification for choices €“ both academic and practical

€¢ Creative brief 10%
o Samples of storyboards/radio scripts etc

€¢ Research Logbook 10%
o This is effectively a diary of your research and any creative thoughts and ideas that you have had whilst developing the project
We will elaborate on the areas listed above during lecture and seminar sessions. It is important that you make every effort to attend!

General Criteria

€¢ Relevant target audience selected and justified
€¢ Effective communication strategy
€¢ Media strategy €“ selection of relevant media to operationalize the campaign
€¢ Creative brief €“ sample storyboards/posters etc
€¢ Research logbook
€¢ Evidence of research of the company and the industry within which it operates
€¢ Academic underpinning
€¢ Supporting evidence
€¢ Relevant information/research appended
€¢ Realistic recommendations
€¢ Sample promotional materials appended

Learning outcomes 1, 2 & 3

(http://www.fdin.org.uk/)

September 11th, 2013
Lifestyle drink CocoMojo has agreed a UK deal for its blend of coconut, exotic fruits and aromatic herbs with CLF Distribution of Southampton.
The wholesale distribution agreement will build on sales that Belfast-based CocoMojo already has in parts of Britain, particularly with delis and health food stores.
It is also in discussions with a potential distribution partner in the Republic of Ireland, where it has established a number of outlets in Dublin and other urban centres.
Launched earlier in the year by food entrepreneur Tricia McNeilly, CocoMojo blends coconut water, coconut milk, tropical fruits, aromatic spices and botanical herbs into a healthy beverage.
The coconut-based beverage is the outcome of market research in Britain, Europe and the US, where it was introduced at this year’s Winter Fancy Food Show inSan Francisco, by Mrs McNeilly.
CocoMojo’s flagship product is an aseptic cold fill product to maintain nutrients and flavour.
It is available in 250ml on-the-go Tetra Prisma cartons, RRP approx £1.79.
The company has plans to roll out a portfolio of innovative natural beverages for key market segments in the near future.
Mrs McNeilly, commenting on the agreement with CLF Distribution, said:
We’ve been experiencing significant interest in CocoMojo since its launch and have supplied the drink to a number of outlets.
CLF is a successful and highly experienced distribution business with an extensive network.
The company’s longstanding reputation in health food products makes it an ideal fit for us.
This will be of enormous benefit as we seek to grow sales particularly in Britain, an immensely important market for us. Feedback has been extremely positive.
CocoMojo is the result of my work on the nutritional benefits of natural ingredients over many years, combined with extensive market research and consumer trials.
The drink offers a unique taste and provides a healthy boost to mind and body.
Coconut water, coconut milk, tropical fruits and turmeric root are believed to provide multiple health benefits.
The juice is reported to be excellent for hydration, supportive the immune system, a natural source of electrolytes, and improves muscle healing.
It is a source of natural energy.
Aromatic spices include turmeric and ginger, power antioxidants that are reported to health tiredness and fatigue.
The product is both dairy and gluten free and contains all natural invigorating ingredients.
Coconut water is a natural hydrator and contains essential minerals such as potassium, sodium, magnesium, calcium and phosphorous for a healthy body.
CLF is a leading UK wholesaler of premium products including sports nutrition, organic and health food products; vitamins, minerals and supplements; personal care products; household products and now also chilled and frozen products to retailers.

 
Article 2
Dunkin’ Donuts to make UK return
Fri, 13 Sep 2013 | By Sarah Vizard
(http://www.marketingweek.co.uk/sectors/food-and-drink/dunkin-donuts-to-make-uk-return/4007921.article)

Dunkin’ Donuts is making a return to the UK after pulling out of its first attempt in the mid-1990s.

The US chain has signed agreements with two franchise groups to bring 50 restaurants to London over the next five years. It is also in advanced discussions with other partners for a further 100 branches in the rest of the country.
Dunkin’ Donuts has more than 10,500 restaurants in 31 countries, including Germany and Spain, while its parent group, Dunkin’ Brand, runs the ice cream chain Baskin-Robbins, which has 100 branches across the UK. It previously had 30 stores in the UK but pulled out in the mid-1990s after its focus on doughnuts and coffee failed to appeal to British customers.
The new stores will initially focus on north and east London and offer a range of products, including coffee, teas, muffins and sandwiches, as well as doughnuts. The stores will be run by franchise partners Court Group and DDMG.
David Sheepshanks, chairman of Court Group, says: Dunkin’ Donuts is one of the world’s most iconic brands, with a long history of offering high-quality beverages and baked goods at a great value for its guests around the world.
We want to develop the Dunkin’ Donuts brand in east London with the goal of becoming a destination of choice for the local communities around our stores.