Communication Concept
Created by: Julian Brandt
Marketing Communication Student at design akademie berlin N o 4 - D e ce m b e r 2 0 1 5 | E D I Z I O N E I TA L I AN A
Contents No. 4 - December 2015
THE COMPANY
04
MARKETING MIX
06
MARKET OVERVIEW
10
CUSTOMER
13
COMPETITOR ANALYS IS
16
POSITIONING
26
SWOT
28
STRATEGY
34
COMMUNICATIO N GOALS
38
TARG ET G ROUP
40
FUTURE POSITIONING
42
CREATIVE BRIEF
44
COMMUNICATIO N M IX
46
MEDIA PL AN
50
CL AIM
52
CAMPAIGN
54
INTERACTIVE MEDIA
58
S a n Pe l l eg r ino
Research
Sanpellegrino S.p.A is currently, according to their statements[1], the biggest Italian beverage producer. The company was founded in 1899 in Italy, started producing lemonade in 1932 and was acquired by NestlĂŠ in 1998. Today it belongs to the NestlĂŠ Waters division. The Sanpellegrino Group holds multiple sub-brands with different products each.
4
Analysis of company and Product “An Italian tradition�
The most popular sub-brand is S.Pellegrino which produces water and can be seen as the main product of the Sanpellegrino group. Other than S.Pellegrino there are five other sub-brands that belong to the Sanpellegrino group and produce water. In addition to water Sanpellegrino also produces a variety of six different soft drinks, five of which being carbonated drinks offering a variety of flavors and Beltè a soft drink based on tea. This work will focus on the Sanpellegrino Sparkling Fruit Beverages range which was first introduced in 1932. Sanpellegrino Sparkling Fruit Beverages were introduced to the german market in 2012 featuring the varieties Limonata (Lemon) and Aranciata (Orange), in 2013 more varieties were introduced to Germany, after being teased on multiple smaller blogs. According to observations made in german supermarkets the varieties Orange, Blood Orange and Lemon are the most popular since these are the ones that can mostly be found. The other varieties are listed on the german website[2] but could not be found within supermarkets, however the varieties Chinotto and Grapefruit are available on the german amazon website and some online supermarkets.
According to the Sanpellegrino Website, Sanpellegrino Sparkling Fruit Beverages are made in Italy using Italian citrus fruits and San Pellegrino sperkling water. Currently there are nine different varieties of Sanpellegrino made from six different citrus fruits.
5
S a n Pe l l eg r i no Fru it B everages
Marketing Mix Product
Place
The Sanpellegrino Sparkling Fruit Beverages divi-
The Sanpellegrino Sparkling Fruit Beverages are
sion offers a range of differently flavored lemon-
sold at supermarkets as well as kiosks, but also
ades, produced by Sanpellegrino S.p.A. Accord-
restaurants, bars, hotels and cafĂŠs. According to
ing to their website the Sanpellegrino Sparkling
the Sanpellegrino website the lemonade is pro-
Fruit Beverages range contains a variety of 9 dif-
duced in Italy.
ferent flavored drinks including Orange, Blood
Since Sanpellegrino was acquired by NestlĂŠ, the
Orange, Lemon, Grapefruit, Clementine, Pome-
distribution is supported by the NestlĂŠ distribu-
granate and Orange, Lemon and Mint, Prickly
tion network.
Pear and Orange as well as Chinotto. In 1932 the
The usual supply chain for soft drink producers
Sanpellegrino Aranciata was introduced: An or-
starts with the production of a concentrated soft
ange flavored soft drink and the very first lemon-
drink syrup. After the syrup is produced it is de-
ade from Sanpellegrino. The lemonade turned
livered to a bottler, which mixes the syrup with
out to be a success and more flavors were intro-
water and then packages the liquid into cans.
duced as time passed by.
The distributor then delivers the cans to multiple merchants, where the customer can acquire the
The lemonade is available in a 330 ml aluminium
product.
can, which is mainly sold at Supermarkets and
The Sanpellegrino supply chain is different in that
Kiosks, as well as a 200 ml glass bottle, which is
perspective. There are no syrups involved in the
more likely to be seen in restaurants or bars. In
making of the beverage. Sanpellegrino produces
comparison to other lemonades for example
and bottles the drinks as whole using the Sanpel-
Fanta, the Sanpellegrino Sparkling Fruit Beverag-
legrino water as well as the other ingredients like
es uses a more simple recipe only including wa-
lemon, orange or grapefruit in order to produce
ter, sugar and fruit juice, instead of sophisticated
the lemonade. From there the ready made prod-
artificial flavoring agents, making Sanpellegrino
uct is being distributed just like other soft drinks.
a more simple and traditional lemonade.
This has the effect, that Sanpellegrino Sparkling Fruit Beverages is not available at vending machines and fast food restaurants.
6
Promotion Sanpellegrino Sparkling Fruit Beverages are promoted throughout various channels. There are multiple television adverts, non of which are especially made for the german market. There is a YouTube channel with 17.470 total views, containing 17 different videos varying between 15 seconds and 1 minute, which all did not get an enormous response averaging around 1.000 views each. In addition to YouTube Sanpellegrino Sparkling Fruit Beverages uses Pinterest (362 Followers), Instagram (4.001 Follower), Facebook (345.734 Likes) as well as their website for online communication with it’s fanbase. All numbers were last checked as of October 15th 2015. One factor, that was standing out is the fact, that the Facebook Fanpage, even though it has a high amount of likes, does not get a proper response on their posts. This might be because Sanpellegrino is relying on the organic reach, which is limited due to Facebook’s policies towards commercial Fanpages. On their social media channels Sanpellegrino Sparkling Fruit Beverages shares different sorts of content. Facebook On their Facebook page[3] Sanpellegrino shares trivia about citrus fruits as well as recipes for „Zesty Food“ and Mixed drinks. User generated content from Instagram is also reposted on the Facebook page of Sanpellegrino. In addition to that a variety of pictures of the product or collages of the product in combination with scenery or people is shared. Posts are published roughly with a frequency of one post within two days. The posts are often shared at 11 am.
On YouTube[4] the embedded videos, that are featured on the website can be found. These videos are addressing the website segment Citrus Trivia and share information about different citrus fruits. It is noticeable that the majority of videos, especially the more popular ones, are not available when clicked.
7
Website The corresponding german website to the Sanpellegrino Lemonade is: www.sanpellegrinofruitbeverages. com/de/ - The website surprises with a variety of different information shown within four different categories: All about Citrus, Beverages, The life Deliziosa and What’s new. Starting with the menu item Citrus, the user is presented with a wide range of information: Citruspedia offers detailed information about citrus fruits in shape of a wiki page with facts reaching from A like Acid to Z like Zest the information is distributed in the shape of text as well as info graphics. In addition to that there are two sites containing Italian recipes for „Zesty Food“ as well as „Mixart“ which includes a variety of non-alcoholic mixed drinks. Finally there is a Citrus Trivia page which gives information about the different citrus fruits Sanpellegrino uses in the shape of short videos. Under the menu item Beverages the website lists the complete product range as well as information about each drink, paired with colorful pictures. The Life Deliziosa contains texts about Sanpellegrino and their history. The Deliziosa Manifesto is a text focussing on the positive consumption situations of the Sanpellegrino Lemonade. Lastly the category What’s New contains a „social room“ where all social activity of Sanpellegrino’s lemonade range is kept in one place. Unfortunately the german website does not give as much information in terms of recipes as the international version of the website.
Unfortunately the german website does not give as much information in terms of recipes as the international version of the website.
8
Instagram The content shared on Instagram[5] is very similar to the content found on the Facebook fan page, a combination of user generated content as well as recipes and collages. However in comparison to Facebook amount of user generated posts and reposts on the Instagram channel is higher. The frequency of shares on the Sanpellegrino Fruit Beverages Instagram account is constant and high similar to Facebook. Pinterest Sanpellegrino’s Pinterest[6] features content very similar to the content on the Sanpellegrino Fruit Beverages website. There are different Pinterest boards with different topics. „Café Society” features pictures taken by photography students that revolve around Sanpellegrino and the consumption situation. „History“ includes a variety of different historic advertisements for Sanpellegrino Fruit Beverages. On the „L’Italia Deliziosa“ board multiple pictures of Italy are pinned, these pictures are not taken by or in connection with Sanpellegrino. „Sparkling Moments“ is a board where user generated content is shared. Then there are the boards „Limonata“, „Aranciata“, „Aranciata Rossa“ as well as „Pompelmo“. These boards are all about colors, on them different pictures that feature the color of the corresponding fruit. Finally there is „Citruspedia“ which is similar to the content featured on the website. Currently the overall promotion for Sanpellegrino is scarce, when compared to its big competitors. Within Germany it only takes place online at the moment. Especially offline channels mostly remain unused.
Price Sanpellegrino uses a premium pricing strategy, which makes it usually one of the most expensive canned lemonades in the supermarket. The customer is willing to pay premium for a strong brand, appealing packaging and good reputation of Sanpellegrino. The prices vary between 0,99€ and 1,59€ making it up to 200% more expensive then some of it’s competitors on the same shelf. The prices might vary depending on the reseller, it is also possible for supermarkets to do promotional prices like ‚buy two get three‘ or similar promotions. It should also be considered that there is a 0,25€ deposit on each can which has to be paid by the customer.
9
M a r k et Ov erv i ew
Sanpellegrino Sparkling Fruit Beverages belong
According to marketrealist.com[7] the size of the global soft drink market (including carbonates,
to the overall international market of soft drinks.
juices, bottled water, ready-to-drink-tea and energy drinks) is $840.6 billion in 2013. The global
Within the soft drink market Sanpellegrino targets
soft drink market is dominated by carbonated soft drinks making up over 40% ($337.8 billion)
the segment of premium fruit lemonades. Sanpel-
of the market.
legrino’s aim is it to diversify the product portfolio
The second biggest soft drink segment after carbonates is fruit beverages, incorporating
by becoming part of the soft drink industry.
around 15% of the soft drink market. Fruit beverages include 100% fruit juices as well as fruit drinks which contain a certain percentage of juice and juice flavored drinks that do not contain any juice. The international soft drink markets are dominated by the Coca-Cola Company and PepsiCo, Inc. making up a total of around 70% of the market. Other major participants in the soft drink market include companies such as Groupe Danone, Nestle SA, and Suntory Holdings Limited.
W h y a r e s o f t d r i n ks
The reduced emphasis on family meals and the increased desire for convenience food and
popular?
takeaway products may increase demand for so drinks, as they are packaged to meet the grab-
Soft drinks contain big amounts of
regeneration is rising, resulting in the growth of the functional beverage category. While this is
and-go lifestyle. As people become more busy the demand for soft drinks providing energy and
sugar, which induces pleasure to
an opportunity there are also factors influencing the demand for soft drinks in a negative way.
the human brain.
Soft drinks contain considerable amounts of sugar, which is a form of carbohydrate. Consumption of sugar releases a hormone called dopamine, which induces pleasure in the brain. This fact is making sugar addictive and raising the danger of consuming unhealthy amounts. Over a long term this can lead to serious illnesses like obesity as well as diabetes.
10
Social Developement
Middle Class
Millenials
Teens
The ongoing growth of global popula-
“Millennial� describes the generation
The teen population is a core demo-
tion and rise of the middle class, are key
of people who were born between
graphic for the soft drink industry.
factors in the increase of the soft drink
1977 and 1995. According to Nielsen[9],
At the 2014 Consumer Analyst Group
market. According to market intelli-
there are 77 million Millennials in the
of Europe[11] conference, Coca-Cola
gence firm Euromonitor International[8]
US alone, which is equivalent to 24%
reflected on the importance of the 3.5
the middle class around the world will
of the US population. Millennials use
billion people who are in their teens
include 1.5 billion households by 2020,
social media and mobile devices to a
and early 20s.
a 25% rise over 2012.
large extend, and have more product awareness then former generations[10]. Major companies in the soft drink industry, including The Coca-Cola Company, PepsiCo, Dr Pepper Snapple Group, and Monster Beverage Corporation, are focusing their marketing strategies on this influential demographic group.
11
Trends Health
Sustainability
Functionality
One of the major trends effecting the
Another rising trend is that the con-
In addition to the trends stated before-
soft drink industry is the trend of be-
sumer gets more aware about the
hand another important trend is the
coming more focused on health and
ingredients of what he is consuming,
trend of functional beverages. While
wellbeing. This trend had a big impact
sustainability and care for the environ-
the market for Soft Drinks is slowly de-
on the global soft drink market. Ac-
ment gets a lot more attention in the
creasing the niche of functional soft
cording to Euromonitor International
consumers eye than it did in the past.
drinks is on the rise. Drinks like Red Bull,
there is a noticeable shift from sugary
Along with the environmental con-
Mountain Dew or Gatorade promise
soft drinks to more healthy alternatives
sciousness there is the trend of using
beneficial effects to the consumer. The
such as juices, wellness drinks, carbon-
renewable materials as packaging
benefits of these sort of drinks are often
ated water and low calorie versions.
for soft drinks. Coca Cola for example
the ability to stay awake longer or to be
started using a bottle called plant bot-
more active which is mostly achieved
Major soft drink producers Coca-Cola
tle, which incorporates 30% biodegrad-
by additives like taurine or caffeine.
and Pepsi reacted to the health trend
able material, made from biological
by introducing Coca-Cola life and
sugarcane-ethanol.
Pepsi true, variants of their most pop-
weight management (in case of drinks
ular soft drinks which, instead of using
A further aspect of importance is the
that are engineered to burn calories) or
high amounts of sugar, substitutes
amount of water needed in order to
health and wellness (drinks like vitamin
with stevia. A natural sweetener being
produce the soft drink. Coca-Cola an-
water which provide the recommend-
a more healthy, free of calorie, substi-
nounced that they are intending on
ed daily vitamin intake).
tute to sugar. However these „healthy“
lowering the amount of water needed
soft drinks still contain a considerable
to produce their soft drinks. Coca-Co-
amount of sugar despite being market-
la’s long term goal is to lower the
ed as the „green“ version.
amount of water used to produce soft drinks in order to achieve a 1:1 ratio of
According to the American Heart Asso-
water to produce. Nestlé Waters does
ciation (AHA) the maximum amount
not announce the water to produce
of added sugars should not be higher
ratio for Sanpellegrino Sparkling Fruit
than 150 calories per day (37.5 grams
Beverages. However they do give infor-
or 9 teaspoons) for men or 100 calories
mation about the water consumption
per day (25 grams or 6 teaspoons) for
and their matters on reducing high
women in average. Despite the recom-
water consumption, especially in areas
mendations soft drinks are very high
where water is a scarce resource.
in sugar with for example Pepsi Cola containing 41 grams of sugar per 330ml can, which is just more than the daily dose of sugar recommended for a male adult. In comparison the Sanpellegrino Sparkling Fruit Beverages contain (depending on the variety) around 32 grams of sugar per 330ml can.
12
Other drinks include benefits like
Current Customer
Who is the Main
According to the Sanpellegrino website[12] the Sanpellegrino Sparkling Fruit Beverages are tar-
Customer?
geted towards an adult audience. Unlike for example Fanta, Sanpellegrino Sparkling Fruit Bev-
Sanpellegrino Fruit Beverages are targeted towards an adult audience.
erages are not mainly focused on a young adolescent target group. Offering a tart-sweet lemon flavor the lemonade is more appealing to people aged mainly between 20 and 35 years with smaller segments of people aged below or above that main group. The average Sanpellegrino Sparkling Fruit Beverage consumer is well educated, possibly with a university degree or other academic background. In Germany the Sanpellegrino lemonade is especially popular in bigger cities, in order to bring some of the Italian lifestyle into the everyday life. Overall it can be said that most customers are in some way connected to Italy or at least are interested in Italian food or lifestyle.
The Sanpellegrino Fruit Beverages consumer has a slightly above average income, which enables them to buy premium products. They are willing to pay extra for what seems like a better quality in their eye or in general more appealing products, including popular brands and premium products. The current target group for Sanpellegrino Sparkling Fruit Beverages can be found in the „Modern Working-class“ and the „Postmodern“ areas of the Sigma milieus[13]. People in these groups are young, flexible, individual, interested in new experiences with a sense for lifestyle and a need for high quality. People belonging to these groups are focused on being as individual as possible, as well focussing on pleasure in whatever they are doing. They like to define themselves by the brands they use and exchange about their experiences with their social contacts, which are an important part of their lives[14] [15].
13
Porters Five Forces Bargaining Power of the Customer
Bargaining Power of the Supplier
ade as Sprite. In order to enter the soft
As established before the soft drink
Even though most soft drinks are very
drink market a relatively high capital
market is dominated by carbonated
similar, each company has a different
is required in order to match the costs
soft drinks (CSD’s) making up over 40%
formula, color and distinct taste for
needed for manufacturing, Bottling,
of the market. The worldwide CSD mar-
their beverage, no two products are
distribution, and storage. Some of
ket is controlled by mainly two compa-
typically exactly alike. Since Sanpel-
these factors can be outsourced, but it
nies making up over 70% of the world-
legrino Sparkling Fruit Beverages are
would likely increase long-term cost as
The soft drink industry is
produced by Sanpellegrino without
well as weaken the supply chain.
a duopoly industry. This means that
having to rely on an external producer,
there is a huge market dominated by
they keep most of their power. In addi-
Since the major brands already control
two very strong competitors, which
tion to that there are many suppliers to
the main distribution channels, such
makes the market financially interest-
choose from in the soft drink industry
as big supermarkets, gas stations, and
ing for Sanpellegrino, while also mak-
making it easy to quickly switch suppli-
restaurants, they already have low
ing it hard to gain market share at the
ers whenever it is necessary.
costs, competitive pricing, and strong
wide sales.
[16]
business relationships. This is making
same time. Threat of substitutes
it very hard for a newcomer to succeed
Since the market is diverse, offering
Within the soft drink industry prices do
in the CSD industry. Furthermore there
many alternatives it is easy for the cus-
not vary significantly, the customers
are licenses, insurances, and other
tomer to change the brand without
choice of switching to a substitutional
difficult qualifications required in this
a significant change of the product.
beverage would in most cases only be
industry. The soft drink industry is an
Therefore customers are highly sensi-
the difference of cents. The difference
duopoly where existing firms have
tive to the price they are asked to pay
of a couple of cents are not enough to
strong distribution channels, relation-
for a soft drink, they are willing to pay
encourage the buyer to switch from
ships with suppliers, retailers, and a
extra for a premium product but only
their favorite brand to a cheaper com-
high brand value to customers. The in-
up to a certain point, the customer will
petitor.
dustry leaders have the tools necessary to force out new competitors.
not pay any price. Threat of new Market Entrances Since the products in the soft drink in-
Existing companies have a cost and
dustry are quite similar to each other
performance advantage in the indus-
It can be said, that the barriers of en-
the customer relies on packaging, mar-
try, this is because they already have
tering the soft drink market are high.
keting and image to build a strong and
an established production, supply and
loyal relationship to their favorite drink.
distribution network.
Competitive Rivalry The growth rate of the soft drink indus-
However it is easy for competitors to
try is relatively small. The competition
introduce new products, because soft
in the market is very high. The Coca
drinks are not proprietary products. It
Cola Company and PepsiCo make up
does not require difficult engineering
over 70% of the industries sales which
in order to make lemonade. The only
makes it especially difficult to grow
proprietorship is on patented formu-
within the market. There are significant
las and brands. Most soft drinks have
brand identities among the firms in the
very well-known brand identities which
industry, which is why brand names
makes them category definers in their
are an important competitive edge
individual flavor category, for example
amongst new businesses.
cola is often referred to as coke, orange lemonade as Fanta and citrus lemon-
14
(One of the first Sanpellegrino Limonata Advertisements)
15
The competitors to Sanpellegrino Sparkling Fruit Beverages are split into three categories, each representing the level of competition they embody. This overview only represents and applies to the german soft drink market, the worldwide competitors do differ significantly.
C o m p e t i t o r A n a ly s i s COmeptition In order to define the competition we must first establish what Sanpellegrino Sparkling Fruit Beverages really is. The Sanpellegrino lemonade is a citrus flavored carbonated soft drink, offering an authentic taste of Italian lemons, which reminds of the simplicity of homemade lemonade as well as a bespoke product design. The lemonade is bottled in onetime-use cans which are not resealable. At a price tag of at least 99 cents per can the Sanpellegrino lemonade is definitely one of the more expensive, premium options in the supermarket.
16
Direct Competitor
Orangina is a traditional Lemonade
Same Product Category
The direct competitor group offers
as well, being made in France both
Competitors in this group belong into
products which are almost identical to
products Sanpellegrino and Orangina
the same product category as the San-
the Sanpellegrino Lemonade. These
share an associative connection to a
pellegrino lemonade. The product cat-
products tend to be consumed by the
country. On the downside Orangina is
egory is defined as carbonated sodas.
same target group and are sold at a
not available in aluminum cans which
similar price tag. Taste, texture and look
influences the consumption situations,
Competitor products belonging in this
are also highly similar, however pack-
in addition to that Orangina is only
group are not necessarily similar to
aging might vary.
available in the two varieties Orange
Sanpellegrino anymore, the main sim-
and Red Orange. The lack of a lemon
ilarity in this group is that all competi-
The main competitor in this group is a
flavor keeps Orangina from being a
tors are flavored sugary drinks.
lemonade produced by Granini called
direct competitor, especially since the
Die Limo. Granini’s lemonade is avail-
lemon flavor is one of the most popular
This group includes products like
able in similar varieties to Sanpellegri-
for Sanpellegrino.
Sprite, 7UP, Fanta, Lipton Sparkling Ice
no, the taste is very similar and at 99
Tea, Schweppes Ginger Ale as well as
cents per can it serves as a premium
Other competitors in this group include
products containing caffein, just like
product as well. It is safe to say, that Die
the newly released Vio Bio Limo by the
Coca Cola, Pepsi, Red Bull, Monster En-
Limo is the one to one german compet-
Coca Cola Company, which differs from
ergy, Rockstar Energy and many others.
itor to the Sanpellegrino Limonata.
Sanpellegrino by being available in bottles only as well as being marketed
These drinks are on average priced
Similar Products
as organic. In addition to that some su-
lower than Sanpellegrino Sparkling
Products in this category are still very
permarkets offer a less common com-
Fruit Beverages. However these are
similar in taste and look, but differ in
petitor called Charlie’s natural Soda,
products, that are mostly available in
important points like prize, ingredients,
in this case the varieties of lemonade
cans as well and share the shelf space
image, packaging or size. Competitors
are different to the ones offered by
with Sanpellegrino making them com-
in this group are a bit more diverse and
Sanpellegrino. These drinks are also
petitors. Lemonades like Sprite, 7UP or
the ones that share a similar price tag
marketed as a more healthy, organic
Fanta attract a different, more broad
with Sanpellegrino are mostly organic.
alternative to regular lemonade. While
target group and are more mainstream
There is the Gerolsteiner Lemonade,
being priced and packaged similarly
than drinks like Sanpellegrino’s or
offering a similar product when con-
these drinks do attract a different, more
Granini’s Lemonade.
sidering taste and color, however the
health conscious target group. Another
Gerolsteiner Lemonade embodies a
member of this category is Lemonaid,
different image and caters to different
an organic and fair trade natural lem-
consumption situations, mainly be-
onade which is only available in 330ml
cause being available solely in 0,5l and
glass bottles, the prices for this product
0,75l bottles as well as being priced
are even higher than the ones for San-
more moderate at 0,75€ per bottle,
pellegrino, making this an organic, pre-
which does not fit the premium posi-
mium alternative.
tioning of Sanpellegrino. Another competitor close to Sanpellegrino is Orangina, this lemonade was first introduced in Algeria but later introduced in France, where it is also produced nowadays. The target group has strong associations between Orangina in france, since it is mostly sold there and has a very high popularity amongst french people.
17
COMPETITOR ANALYSIS
Die Limo
Die Limo is a lemonade beverage by Granini. Promotion: Die Limo is prominently advertised on various online and offline channels. Recently television personalities Joko & Klaas started advertising for Die Limo. Using these two people as testimonials makes it easy to understand the main target group for Die Limo. Target group: The current target group for Die Limo is mainly impacted by the big advertisement campaigns with testimonials Joko & Klaas. The two celebrities known from television shows like Circus Halligalli are known for their very simple humor which mainly attracts a young target group under 35 years. In accordance with the two testimonials the main target group for Die Limo can be found in the hedonistic and expeditive milieu of the Sinus-milieus. Positioning: Die Limo is positioned in the stimulance area of the limbic map. Die Limo stands for fun, humor, simplicity as well as enjoyment. This product is positioned to fit the brought mass and especially a young target group. Pricing: With 0,99â‚Ź per can Die Limo is similarly priced to Sanpellegrino.
18
19
COMPETITOR ANALYSIS
Vio Bio Limo
The Bio Limo by Vio is a newcomer which is produced by global player the Coca-Cola Company. Promotion: The Bio Limo by Vio is promoted prominently in order to successfully launch the new product. There is a television campaign in addition to many social media and point of sale promotions. Target group: The Bio Limo appeals to lifestyle LOHAS, however the hardcore LOHAS with a high sensibility for what they buy are not targeted since a product made by the Coca-Cola Company would not appeal to them. Positioning: Coca-Cola tries to appeal to most people. That’s why they follow trends like sustainability to seem match the demand of a target group like the LOHAS. Pricing: The Vio Bio Limo is priced at 0,99₏ per 500ml bottle, which makes it slightly less expensive than Sanpellegrino or Die Limo.
20
21
COMPETITOR ANALYSIS
Gerolsteiner
The Gerolsteiner Limonade is the attempt of Gerolsteiner on diversifying their product line. Promotion: Gerolsteiner Lemonade is not advertised prominently. Target group: The main target group for Gerolsteiner is the milieu of traditional people as well as the civil middle class according to the Sinus institute. Positioning: Gerolsteiner Lemonade is positioned as a simple almost like homemade lemonade. Gerolsteiner is an old German water producer who focuses on his values of tradition. Pricing: The Gerolsteiner Lemonade is priced at 0,75â‚Ź per 500ml-bottle which makes Gerolsteiner the least expensive lemonade.
22
23
COMPETITOR ANALYSIS
Lemonaid
Lemonaid is a sparkling lemon beverage which mainly focuses on doing good. Promotion: Lemonaid is not heavily promoted. They do not use traditional channels of advertising and focus on innovative channels as well as Point of purchase promotion instead. Target group: Lemonaid, being a company focussing on fair-trade ingredients as well as being organic mainly appeals to people with a focus on Sustainability. LOHAS are mainly targeted by Lemonaid but also other target groups might be appealed by the interestingly designed packaging of the Lemonade. Positioning: Considering positioning Lemonaid is the local hero in Germany. They are handling their resources responsibly and solely rely on natural ingredients. In addition to that Lemonaid is engaging in helping people by supporting good causes. Pricing: Lemonaid is the competitor with the highest retail price. Prices vary between 1,50â‚Ź up to over 2â‚Ź depending on reseller. Lemonaid uses a Premium 2.0 strategy focussing on a regional market as well as being involved with social causes, which adds to their value proposition.
24
25
S a n Pe l l eg r i no Fru it B everages
Positioning
In order to understand the positioning of Sanpellegrino Sparkling Fruit Beverages we have to first look at the original, water producing San Pellegrino brand and see how it is positioned on the market. San Pellegrino is a place in Italy, within the area of Bergamo, where the Sanpellegrino brand and the water they sell originate from. Initially, in 1899, the brand San Pellegrino started by offering sparkling mineral water positioned as an exclusive water which is likely to be found in some of the more exquisite restaurants.
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Over time San Pellegrino has established partnerships with exclusive restaurants and is positioned as the water to go together with fine dining and is therefore also known as “the Champagne of mineral waters“. [17] The San Pellegrino water is strongly connected to the Italian cuisine and culture. To support this positioning San Pellegrino does varies things like sponsoring „The World’s 50 Best Restaurants list“[18] in order to emphasis it’s connection to upmarket dining as well as releasing a special edition water bottle featuring a golden label in order to honor the 125th anniversary of Italian jeweler Bvlgari. These various actions aim towards making sure San Pellegrino is perceived as a highly exclusive choice in the wide market of waters. The Sanpellegrino lemonade, which was launched in 1932 in order to diversify the product line offered by San Pellegrino, is mostly positioned in the same way as the mineral water. It is traditional, Italian, well-designed [19] and exclusive. It ticks all the boxes to be a premium product. The limbic map[20] focuses on a set of different motives, both conscious and subconscious. The advantage of the limbic map is, that it is showing a precise overview over the market while connecting it to specific psychological motives. The different lemonade brands are placed in the map in order to suit the personality of their core target group. Sanpellegrino’s positioning is visualized in the limbic map in order to represent the values it stands for. In accordance with the positioning the Sanpellegrino customers see themselves as sophisticated and successful. They choose a lemonade which is premium priced and originates from Italy in order to show their superiority over people drinking the similar tasting but less sophisticated competitors.
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S a n Pe l l eg r i no Fru it B everages
S W O T A N A LY S I S S
trengths:
Strong brand name:
Appealing product design:
Sanpellegrino is a well known brand which is recognized
In comparison to it’s competitors Sanpellegrino Spar-
worldwide for it’s affiliation with fine dining and Italian
kling Fruit Beverages manage to stand out from the
lifestyle. This is presenting one of the biggest strengths.
crowd while still remaining subtle and classy, without being overly intrusive. Especially the aluminium sheet,
Traditional product:
which is working as a quality seal, covering the top of the
Being a traditional product, that has been around for a
can is a unique feature love by many.
long time makes Sanpellegrino well recognized and creating a loyal customer base, especially throughout Italy.
Beverage leader in Italy: As established earlier Sanpellegrino is the biggest Italian
Italian heritage:
producer of beverages. This is making them an important
Italy is known for it’s good food, beautiful landscape and
force in the european market and a significant competi-
a sense for art and culture. This is making Italy a very
tor to other companies.
sought after holiday destination throughout the world. To bring the Italian way of live together with a soft drink
Distribution Network:
established a strength for Sanpellegrino.
Since being part of the Nestlé Waters group Sanpellegrino benefits from the strong distribution network Nestlé
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Strong financial background:
has established over time. This gives Sanpellegrino an
Sanpellegrino is part of the Nestlé group which is provid-
advantage especially compared to smaller companies
ing a tremendous financial background and support.
trying to enter the market.
W
eaknesses:
Only available in cans:
High sugar content:
While offering the product in cans is not necessarily a
Even though Sanpellegrino offers a lower sugar content
negative trait, but selling the lemonade in cans exclusive-
than many other carbonated soft drinks like cola or ener-
ly limits the potential of the brand. A potential customer
gy drinks the sugar content is still high when comparing
might be in a situation that makes it impossible to him to
Sanpellegrino Sparkling Fruit Beverages with other lem-
choose a can over a more convenient resealable bottle.
onades. This might embody a problem for people who
In addition to that there are customers who are simply
are focused on a healthy diet, as well as people who have
not willing to buy products in cans for environment rea-
to monitor their sugar intake because of medical condi-
sons.
tions like diabetes.
Limited product range:
Producing waste:
Despite displaying a lot of different varieties on the ger-
Sanpellegrino is currently only available in tin cans,
man website the product range is still limited. The ad-
which on one hand is a convenience factor but on the
vertised flavors are not available within german super-
other hand also depicts a problem: Aluminium cans are
market which might establish a disappointment for the
not reusable. In fact aluminium cans are one of the least
customer. The overall product range seems a bit limited
sustainable ways of packaging a liquid. In combination
compared to competitors like the Coca Cola Company or
with the aluminium lid covering the top of the can this
Pepsico.
lemonade is incredibly unsustainable.
Affiliated with NestlĂŠ: While on one hand the affiliation with NestlĂŠ provides many advantages, the consumer might conceive this as a negative trait. In fact NestlĂŠ is boycotted by some, due to their company background and policy.
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S a n Pe l l eg r i no Fru it B everages
S W O T A N A LY S I S I I O
pportunities:
Trend for retro products:
Growing Asian market:
Retro products are currently more in trend then ever. The
The Asian market is on the rise. Volumes in the Asia-Pa-
fact, that Fanta is publishing retro versions of their soft
cific region is estimated to increase by up to 45%. This
drinks makes this evident. Sanpellegrino’s cans are al-
presents the opportunity to expend to Asia and heavily
ready designed to fit a retro design. This offers the oppor-
penetrate the Asian market in order to gain market share..
tunity to use the retro design and long company history in communication.
Supply chain improvements: In improving the supply chain for Sanpellegrino the cost
Diversification:
can be lowered and the value chain can be improved.
Diversification into the sector of functional soft drinks
Since all Sanpellegrino products are produced in Italy
or tea drinks will improve the offer to the customer and
huge transportation costs are generated. Possible op-
widen the target group. This will also ensure that they get
tions might be additional production lines overseas.
better revenue from existing customers by cross selling their products.
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T
hreats:
Strong market leaders:
Shrinking CSD market:
Increased innovation and marketing spendings by indus-
The global market for carbonated soft drinks is decreas-
try leaders are posting a thread to Sanpellegrino.
ing. This is a threat affecting the whole industry, it should be considered to diversify into other markets.
Health & awareness trend: Consumers become more and more aware of the risks an
Indirect competitors:
unhealthy lifestyle brings with it. A lot of people start ad-
Coffee house chains like Starbucks, Dunkin Donuts and
justing their diets and many start by cutting down on sug-
Costa coffee are on the rise. These chains often offer a
ary soft drinks. People are more conscious of their health
healthier competition to carbonated drinks. They might
and concerned with medical conditions like obesity and
not be a big competition for Sanpellegrino, but they do
diabetes.
impact the global beverage market. Similarly, health drinks like Innocent and Tropicana as well as functional soft drinks like Red bull and Gatorade are stealing away the market share indirectly.
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S a n Pe l l eg r i no Fru it B everages
Tows The global market for carbonated soft drinks is decreas-
vironmentally concerned target group, since bottles are
ing, partly because people get more aware about the
generally more environmentally friendly than aluminium
health downsides that comes with the consumption of
cans.
sugary drinks. In order to overcome these hurdles of a
The Sanpellegrino lemonades are existing in a market
shrinking market and to counteract with the health trend
which is dominated by mainly two competitors: The
it is important to diversify the product range.
Coca Cola Company and Pepsico. In order to succeed in a market dominated by big competitors Sanpellegrino
It is possible, to release additional flavors and diet ver-
has to differentiate itself from the wide range of products
sions of the existing beverages in order to be more ap-
the competitors offer. In order to achieve that the brand
pealing to health conscious people. However these fla-
positioning has to be as precise as possible.
vors have to be available throughout all selling countries in order to have a positive effect on Sanpellegrino.
The consumer has to recognize from the communication, that Sanpellegrino is a traditional company, which
A further matter could be to release a whole different
offers a simple, but delicious lemonade.
product line, which still belongs to Sanpellegrino and embodies similar core values but addresses a different target group, in order to diversify the streams of income
In order to grow within the carbonated soft drink market
and lower the effects of the decreasing market.
it has to be considered to expand into the Asian market. In contrast to the worldwide CSD market the Asian
It is recommended to offer all Sanpellegrino beverages in
market is still growing, which offers a great opportunity
resealable bottles in order to make the product attractive
to grow and establish the brand. In order to succeed in
for more users in various consumption situations, with-
the Asian market, it is substantial to penetrate the mar-
out being bound to a can, since aluminium cans can be
ket and create the UAP of being „the one original Italian
limiting at times. This will also be preferred by a more en-
lemonade�.
Sanpellegrino has to stand out as the exclusive, Italian lemonade, produced by a well known historic company, which is known for fine dining as well as their premium products, in order to justify the price of the product and appeal to the customer.
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33
San Pellegrino
S t r at e g y
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The strategic options for Sanpellegrino Sparkling fruit beverages are created based on the results of the SWOT analysis as well as the TOWS matrix.
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S a n Pe l l eg r i no Fru it B everages
S t r at e g i c Options 1.
Focus on the tradition of San Pellegrino throughout the campaign.
Limonata Tradizionale
For over 100 years Sanpellegrino has been known for producing water. The Sanpellegrino Sparkling Fruit Beverages exist for over 80 years. The long history of the brand could be a central aspect of the campaign in oder to gain trust amongst the target group. This option would go along the lines with the trend of recognizing retro products as popular at the moment. None of the competitors, that were established above, has a company history like Sanpellegrino. The recipe is traditionally Italian and has established to be enjoyable and refreshing ever since the lemonade was first launched in 1932. Showing retro advertisements could trigger the recipients emotions and influence them in a positive way. In addition to that the design of the can is still very similar to the pictorial language of the lemonade when it first launched, which leads to a high brand recognition and a connection to traditional values. The changes made to Sanpellegrino over time were always very delicate and little which leads to Sanpellegrino Lemonade being a true classic nowadays.
Decision: This strategy will be continued but not focused on mainly. The strategy will be followed partly and be featured in the campaign, however it will not be the single main point. Since Sanpellegrino has a quite unique and unmatched history within the group of lemonades it will definitely be addressed in the campaign. The tradition of the brand has to be focused on in a way, that fits to the target group and presents Sanpellegrino as a desirable product. It has to be obvious to the consumer that Sanpellegrino uses the trending appeal towards retro products to it’s advantage. The product should not be perceived as a dusty old product, but as an appealing product that also addresses young target groups by being charmingly traditional.
on the natural 2. Focus ingredients within the San Pellegrino Lemonades.
Limonata Naturale
Health and sustainability are arguably two of the biggest trends, not only in the foods category, but in general, at the moment. Sanpellegrino could benefit from these trends by focussing the campaign on the natural ingredients of the lemonade. The main ingredient, usual a citrus fruit, which makes up the flavor of the drink is shown clearly visible on the front of the can. In the case of Sanpellegrino lemonade the natural ingredient is actually making up the flavor instead of artificial flavoring, which might be used by some of the competitors. However, while the ingredients of the Sanpellegrino lemonade are mostly but not exclusively natural, they are not organic in any way. In addition to that the packaging is not sustainable at all contradicting an all natural image.
Decision: This strategy will not be continued due to the contradiction between natural ingredients and unnatural packaging. In addition to that one of the biggest competitors, the new coming „Vio Limo“ by the Coca Cola Company positions themselves as natural and organic, including organic ingredients and a sustainable packaging. It is advised to differentiate from the competitor instead of mimicking their strategy.
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on San Pellegrino 3. Focus representing an Italian Lifestyle.
Limonata Italiano
Italy is known worldwide for its great landscapes, beautiful language, good weather and delicious food. All these things make Italy a great destination for many people to spend their vacation. Sanpellegrino is the only brand, amongst its competition, that positions themselves in connection to their origin. Sanpellegrino is strongly connected to Italy and especially Italian food. Sanpellegrino, being a truly Italian brand, can use this in order to appeal to people who want a drink which reminds them of the sun and their last vacation. This offers the opportunity to differentiate Sanpellegrino from the competitors, by using Italy and all the positive things it stands for in order to benefit the brand. Enjoyment and passion are important parts of the Italian lifestyle. The part of enjoyment & passion can be found in Italian food as well as drinks or even in football or the Italian automotive industry. By utilizing these connections Sanpellegrino can become more than just a lemonade, it can become a mindset. The mindset of taking part in Italian culture. Sanpellegrino is not only a Lemonade. It’s - a feeling - a lifestyle - a mindset.
Decision: This strategy will be continued due to the fact, that Sanpellegrino will be the only lemonade which is strongly connected to a location as well as the only internationally sold lemonade from Italy. These are factors, that are unique to Sanpellegrino and clearly differentiate them from their competitors.
4. Lemonade being a premiFocus on San Pellegrino um product
Limonata Esclusivo
The pricing for Sanpellegrino Sparkling Fruit Beverages is amongst the highest ones when compared to it’s competitors. It is safe to say, that Sanpellegrino is a premium product according to pricing and packaging. In order to differentiate from the competitors it is possible to pursue the premium model even further. The actual lemonade Sanpellegrino and all it’s competitors sell is actually very similar. In order to be perceived as the better product, when seeing the products next to each other on the shelf, there are two factors that can be changed: Price and Packaging. A product that is more expensive and packaged nicely has to be the better one according to most consumers logic. Since Sanpellegrino already belongs to the more expensive, and rather premium products on the shelf it is possible to position it even further as a top of the line premium product. This will lead to a more emotional connection to the product
Decision: This strategy will not be continued. Due to the fact, that in order to achieve a „super-premium“ positioning the packaging would have to be changed in order to be perceived as more exclusive and valuable. Another downside to the strategy is, that, while it makes the product desirable and precious it fails to make the product unique. It is possible for all the competitors to launch a very exclusive product as well and at that point there would be only very little differences between the lemonades again.
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S a n Pe l l eg r i no Fru it B everages
C o m m u n i c at i o n Goals With this communication concept my goal is it to bring the customer closer to the true Italian Lemonade.
Cognitive goal While the brand Sanpellegrino is widely known and recognized for their premium Italian water, the lemonade does not get as much attention by the customer. Since Sanpellegrino Sparkling Fruit Beverages were never advertised prominently, the overall recognition is low and especially the unsupported brand awareness is supposed to be higher. The campaign’s goal is it to help raise awareness for the Sanpellegrino Fruit Beverages range. Within the period of the campaign the supported awareness will be increased by ten percent in the relevant target group. Conative goal Within the target group the willingness of spending a higher price than for the products of competitors has to be risen. Customers have to be more willing to buy Sanpellegrino Lemonade no matter of the higher price. In addition to that the amount of consumption is supposed to be raised as well, that way the existing customer base raises the revenue Sanpellegrino makes. The consumption per customer has to be increased by 20%. Affective goal The image within the target group is supposed to be improved. By creating an image that reflects the historic Italian background of the drink the brand is supposed to be perceived as more positive. In addition it is important to positively influence the target group in order to direct them away from the negative connotation they might have gotten over time since being acquired by NestlÊ. The customer is supposed to sympathize with the brand.
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Control
In order to find out if the campaign was successful or not there are a variety of factors that have to be considered. In order to keep track of the overall brand awareness, interviews can be concluded before the campaign started and after the campaign ended, to measure the effect the campaign had on the supported and unsupported awareness. To find out peoples opinion of Sanpellegrino as a brand in-depth interviews can be conducted in order to find out exactly what customers think of the brand. In a one to one interview it is possible to find out the exact opinion people have as well as other important factors like willingness to pay additional money for the brand or perceived image of the brand. In addition to that the interviewed customer can list competitive products he likes to use in order to get an insight into the competition. It is also possible to check the revenue after the campaign ended. Sales as well as revenue give a solid insight into the amount of goods that were sold as well as being the bases in order to calculate the market share. Other important factors that should be considered and are indicators for the success of the campaign are unique visitors on the website as well likes, comments, shares, views or clicks. Online communication is easily measurable and it is crucial to carefully monitor it in order to find out the success of a campaign. In addition to that with the help of an in-depth social media analysis it is possible to analyze the perceived image of Sanpellegrino by taking a close look at keywords that were used in connection with the brand.
39
F u t u r e Ta r g e t G r o u p Definition
40
The main core target group for the Sanpellegrino Lemonade range are
riences with a sense for lifestyle and a preference for high quality products.
adults between 20 and 50 years old. With a special focus on individuals
People belonging to these groups are focused on being as individual as
between 20 and 40 years of age.
possible, as well focussing on pleasure in whatever they are doing. They
The campaign is not going to focus on a specific gender, since lemonade
like to define themselves by the brands they use and exchange about their
consumption in general is not effected by gender and the Sanpellegrino
experiences with their social contacts, which are an important part of their
positioning is not gender specific either.
lives.
In the Sigma Milieus the target group can be found in the postmodern
It must be said, that the group of intensive LOHAS does not fit to the posi-
milieu as well as in the modern working-class milieu. According to SIG-
tioning of the product, which is why they are explicitly excluded from the
MA the two milieus combined make up 20,2% of the basic population in
target group. LOHAS are especially focused on the values sustainability and
Germany, which is equivalent to 14.18 million people. Members of these
health which is not represented by the aluminium can or the high sugar
two milieus are often young, flexible, individual, interested in new expe-
content of the drink.
Work Life
Buying Behavior
Family Status
Work is an important part of their life.
When buying products the target group
Most members of the target group are
The target group does not only work
focusses on good quality as well as
not opposed to the idea of having chil-
in order to make a living but also be-
branding. They are willing to pay extra
dren, however they do not necessarily
cause they enjoy working. This lifestyle
for a product they see as superior over
have children. Most of them possibly
is highly productive on the one hand
other products. When considering buy-
think of themselves as being too young
side but can by quite exhausting at the
ing their favorite brands they tend to ig-
to have children. It can not be said
same time. Members of the group have
nore the hefty price tag these products
whether the target group is mainly in a
the desire to be independent without
might come with. The target group is
relationship or not.
being bound to one specific employer.
strongly attracted to trendy brands and
They often work as freelancers or try to
likes to express themselves by using dif-
Places of Residence
start their own business. Often mem-
ferent brands. In addition to that they
Members of the target group typical-
bers of the target group are highly ed-
tend to try out different products in or-
ly but not exclusively live in medium
ucated and have a University degree or
der to find the products they like best,
sized to bigger cities with more than
are on their way to getting one.
if they are not happy with one product
100.000 inhabitants. Members of the
they will instead change to a different
target group are attached to urban ar-
one.
eas, since there are more possibilities
Free Time The members of the target group are
for cultural activities and a higher multi
driven by their social life. It is import-
Media Behavior
cultural exchange. They are not neces-
ant to them to have a circle of friends
When considering media usage the tar-
sarily opposed to parties, however they
that they are able to spend time with.
get group is focussing on new and inno-
prefer to spend their weekends in rath-
In their free time they like to meet up
vative ways of communication, rather
er calm locations. In addition they are
with friends in order to enjoy leisure ac-
than the traditional media channels
attracted more by a individual and di-
tivities together, these activities could
like television, radio or print. Members
versified lifestyle than by monotonous
be going to a bar or restaurant in order
of the target group get their news from
everyday activities
to enjoy an evening of fun or simply to
online newspapers as well as social
sit together having a conversation in a
media. Their entertainment is mostly
private atmosphere, for example a din-
consumed using streaming services
ner. In all these situations it is suitable
like Spotify for music and YouTube or
to enjoy a Sanpellegrino refreshment.
Netflix for visual content. The target
The target group is culturally interested
group is not averse against illustrated
and enjoys to pursue various cultural
magazines, however they prefer to con-
activities. Vacation is an important part
sume this media on their mobile device
of their lives, since it is the one oppor-
other than using paper.
tunity during the year to escape the possibly stressful everyday routine. The target group likes to travel and especially visit mediterranean destinations, because the nice landscape and good food paired with the close proximity within Europe appeals to them.
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S a n Pe l l eg r i no Fru it B everages
Future Positioning For Sanpellegrino the future positioning will mainly focus
Positioning Sentence
on the Italian aspect of the drink and everything it brings
In order to make the differences more obvious position-
with it. Sanpellegrino’s positioning is visualized using the
ing sentences were created for each of the competitors.
limbic map. Sanpellegrino’s positioning is put next to the direct competitors in order to visualize the different positioning. In comparison to the current positioning a second group is added, in order to specify the positioning. In the newly added group the value of pleasure is a major aspect.
San Pellegrino The Italian. The sophisticated lemonade for adults. Made from Sicilian fruits and Italian water.
This positioning is chosen in order to represent Sanpellegrino’s values of being a pleasure to drink. In addition to that, using values like dreaming and sensuality, asso-
Die Limo
ciations with Italy and memories of the last vacation are
The popular one.
supposed to be triggered. Values like nostalgia are sup-
The lemonade made to appeal to the broad
posed to cater to the fact, the Sanpellegrino is a tradition-
mass.
al product, which has a long history in Italy. This positioning, using two areas, which represent a variety of different values, is supposed to differentiate Sanpellegrino from it’s competitors by being perceived as premium as well as a pleasure to consume.
Vio Bio Limo The newcomer. The new organic mainstream lemonade.
Gerolsteiner The simple one. The basic lemonade from a traditional german water producer.
Lemonaid The local hero. The responsible lemonade, made from natural ingredients, supporting a good cause.
42
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Creative Brief UAP The unique taste of Sanpellegrino takes you straight to Italy Benefit Unique taste of fresh lemons Reason Why Sanpellegrino is produced in Italy, with Italian ingredients. This as well as the very strong Italian design rises associations with a trip to Italy. In addition to that the very high juice content made from Sicilian lemons is special about the lemonade. Creative central Idea Limonata Italiano Tonality
Enjoyment, happiness, pleasure, sunshine and vacation paired with a strong connotation for Italy.
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La Copertina In the future communication the aluminum lid, covering the top of the can will be called „La Copertina“ which is Italian for „The little cover“. It is important to raise the attention for this one little aluminum lid since it is a feature unique to Sanpellegrino and not used by any of the competitors. It should be seen as something positive by the target group and a added value justifying the premium price. By introducing a name for the lid it is supposed to be perceived as a positive product and design feature rather than being an environmental problem.
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S a n Pe l l eg r i no Fru it B everages
C o m m u n i c at i o n Mix The Communication Mix is created on behalf of the future positioning, considering the updated target group. All communication is distributed through paid, owned and earned channels. In order to maximize the outcome of the campaign a mix of traditional, as well as innovative media was chosen.
Paid Media. Online
In order to expand the reach of the existing online channels of communication, there are a variety of paid communication possibilities. Search engines: In order to increase the unique visitors on www.sanpellegrinofruitbeverages.com it is recommended to improve the visibility within search engines. This can be done by using paid search engine adverts. Google Adwords and Bing ads are recommended in order to improve the popularity of the website. By using keywords, that relate to Sanpellegrino like „Italian Lemonade“ or „Lemonade Recipes“ the overall reach can be widely improved. For optimal results it is recommended to combine the Search Engine Advertisement campaign with an optimization of the organic results of Sanpellegrino. Facebook: Since the Facebook fan page does have a big mount of likes but no response, it is recommended to improve the visibility within the social network by using sponsored posts as well as adverts that are shown throughout the timeline when people scroll through Facebook. The advantage of Facebook advertisements is the very precise psychographic targeting, which is possible because of the insight the user gives with their likes. Instagram: In order to raise more awareness for the Sanpellegrino Instagram account it is advised to use sponsored posts to attract the attention of the target group. Pinterest: Since the Pinterest account for Sanpellegrino is the least successful in comparison, it is possible to use sponsored Pins in order to expand the Fanbase. However since Pinterest is the smallest network in comparison, the main focus should stay on bigger networks. Online banners will not be part of the communication mix. Due to the high cost paired with low response rate banners are overall not efficient enough.
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Paid Media.
The main part of the communication will be a content campaign that takes place on YouTube. As a mod-
YouTube
ern and more interactive alternative to television YouTube managed to attract a very large audience. Content creators on YouTube attract the attention of millions of people around the world. YouTube is favored by a big target group with a variety of interests, with ages widely spread up to over 60 years. On YouTube it’s generally one creator talking and interacting with a big amount of fans which leads to the medium being perceived as more personal than traditional television. This results in the audience highly trusting the creators without having the feeling of being exposed to commercials. The objective of the YouTube campaign will be to generate relevant content. In order to do that Sanpellegrino will team up with successful YouTube channels and use their audience and popularity in order to spread branded entertainment. Possible options for YouTube partners could be: Jamie Oliver’s Food & DrinksTube (2.1M combined Subscribers): Jamie Oliver’s YouTube Channels FoodTube (1.9M Subscriber) and DrinksTube (223k Subscriber) is one of the most attractive partners for Sanpellegrino. The target group matches the audience of the YouTube channel. The channel often features other popular YouTube creators and constantly manages to achieve high numbers of views going up to 3.2 Million views per video. Jamie Oliver’s YouTube network convinces with a high number of partners and the combination of food as well as drinks. This helps to reach out to a group relevant to Sanpellegrino. The channel is openminded towards product placement and sponsored videos. They previously published videos in cooperations with various other sponsors. While the channel indicates which videos are sponsored, the annotations are always subtle and do not stand out from videos that are not sponsored. The comments show that the audience is very openminded towards sponsored content as well and mostly responds to it positively. The advantages of Jamie Oliver’s YouTube channel are numerous which makes the channel a desirable partner. Gennaro Contaldo (209K Subscribers): A perfect fit for Sanpellegrino. With his enthusiastic and emotional way Gennaro Contaldo manages to amaze his audience. His passion for food is infectious and entertaining. On the channel he publishes mostly Italian recipes. With his Italian accent and his joyful character Gennaro Contaldo is a proper fit for Sanpellegrino. Previously he starred on FoodTube in multiple sponsored videos for Bertolli and Bacardi. Gennaro Contaldo would qualify to be one of the main faces of the YouTube campaign as well as a good match for the SanPellegrino tour. Good Mythical Morning (8.5M Subscribers) With over 8.5 million subscribers this is the big player. Good Mythical Morning is an american internet show by the two entertainer Rhett McLaughlin and Link Neal. The channel is regularly enjoyed by an international audience and is popular amongst various age groups. The content is mostly entertainment and not necessarily connected to food or drinks. However Good Mythical Morning is still considered to be a valuable option for Sanpellegrino. The high amount of subscribers and the channels outstanding capabilities of releasing branded entertainment are unmatched on YouTube. This makes the channel really attractive for Sanpellegrino. While this channel is very good for distributing branded entertainment Rhett McLaughlin and Link Neal are not suitable to be involved in an live event within Europe due to their american nationality and lack of Italian background.
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S a n Pe l l eg r i no Fru it B everages
C o m m u n i c at i o n Mix II
Paid Media. Offline
Print: The extended target group of Sanpellegrino caters to a medium aged audience between 40 and 50 years. Since people in these age groups might not be as familiar with online media, as younger audiences, there will also be printed ads in addition to the innovative channels. The main objective of the printed ads will be to establish the new positioning as well as raising awareness within the target group. In addition to that the advertisements are supposed to be placed in a surrounding that fits to Sanpellegrino. This way not only the awareness is increased but also the positioning as a traditionally Italian brand with a strong focus on design is made very clear. The adverts are supposed to be placed within magazines that share values with Sanpellegrino like lifestyle, design and tradition. Out of Home: In order to raise the overall awareness for Sanpellegrino Sparkling Fruit Beverages it is possible to use out of home advertisements in addition to the online channels to raise awareness even further. Outdoor advertisements will be used to promote the Sanpellegrino Lemonade as well as their online channels where more information including the content marketing campaign can be found. The outdoor adverts can be found in highly visited areas that are relevant to the target group. The ads will mainly be distributed in big cities in order to target an urban audience.. Bars & Restaurants: It is possible to start partnerships with Bars, Hotels and Restaurants that serve Sanpellegrino Lemonade. The main point of the Partnership is to introduce a Sanpellegrino mixed drinks menu to the place of distribution. The Bars & Restaurants will be informed about the drink recipes that are possible with Sanpellegrino Sparkling Fruit Beverages. Bars are a crucial part of establishing the image of being an adult drink. Therefore the partnership with bars is very important. It would be desirable if the places of distribution adapted to the recipes and offer their customers the freshly made non alcoholic Sanpellegrino drinks. In addition to that there are a lot of different ways to advertise the product within the bar.
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Owned Media. Event
SanPellegrino tour - „Il tournée Deliziosa“ It is possible to introduce events as an additional channel for communication. The main idea behind the events is to bring the Sanpellegrino Lemonade to the customers and show them what is possible to do with it, how it connects to an Italian lifestyle as well as establishing a connection between traditional and modern Italy. There will be a number of events in some of the biggest cities around Germany. The locations for these events will be calm outdoor areas, that are not located in the center of the city, but still easy to reach. The events will take place during summertime to promote the refreshing and delicious qualities of Sanpellegrino Lemonade. At the events there will be drinks created using the Sanpellegrino Lemonades. The drinks will be prepared for the audience who then can enjoy them in a nice atmosphere. The tonality of the events will mainly be inspired by Italy, offering Italian snacks, drinks as well as showing new and vintage products from Italy that embody Sanpellegrinos connection to design. The event will revolve around an old Alfa Romeo van, that was reconstructed in order to hold a bar where drinks can be created. The van is unmistakably branded by Sanpellegrino and is supposed to be one of the main eye-catchers of the events, since it combines two values important for Sanpellegrino: Italy and tradition. However in order to not create a cliché atmosphere the traditional Italian aspects will be mixed with modern Italian influences. This way people attending the events will be able to connect Italy’s past, which they might now from visits during their childhood, and the present Italy and how they might know it now, in order to show the changes that have happened over time. The Events will not be promoted prominently in order to keep a private atmosphere with a small audience. The event will take place in cooperation with the content creating partners from YouTube. The events, including all recipes and drinks, will be filmed and shared partly on the partnering YouTube channels as well as on the Sanpellegrino channel in order to create relevant content for the target group. In addition to that the participants will be eager to take pictures and show their friends the fun atmosphere they’re in, which raises the relevant traffic on social media for Sanpellegrino. For the participants the event will be 100% free. It is possible to either give away tickets to get into the events or announce the events on Facebook shortly before the events start, so the framing of the event stays small.
Earned Media.
Earned media will be created by Sanpellegrino’s fans. Currently fans are already happily sharing their positive thoughts and experiences on the Facebook fan page. The amount of attention Sanpellegrino gets on social media will be highly increased because of reports about the event and as a result of the YouTube content campaign. Sanpellegrino Sparkling Fruit Beverages is supposed to stand out in social media, not only as a delicious Italian lemonade, but also as a lifestyle product. This enables Sanpellegrino to differentiate itself from the competition and impact the target group in a positive way.
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MEDIA PLAN Media Target Group In accordance with the communication target group the media target group includes male and female representatives with an even distribution between gender. Members of the media target group are consumers of carbonated soft drinks, in particular lemonade. There is no specific focus on the consumption frequency, since the communication is supposed to target everyone starting with the occasional lemonade consumer up to the lemonade connoisseur who frequently enjoys this category of products. The media target groups ages reach from 20 years up until 50 years of age. According to MDS online, using the given data, the potential media target group includes 17,47 million people. The estimated target group is making up 24,77% of the german population. Media Goals The media goals for Sanpellegrino Sparkling Fruit Beverages are adapted from the communication goals. For Sanpellegrino the awareness is supposed to be risen slightly, in addition to that the product is supposed to be connected to it’s Italian influences. In accordance with the marketing goals the following media goals can be constituted for a the period of one year, starting 1st of November 2015 until 30th of October 2016: Range within the target group: For Sanpellegrino Sparkling Fruit Beverages a medium to low range of 25% within the desired media target group should be reached. Since the product is mostly well known already. Affinity The affinity score within the chosen media is not supposed to be lower than 150 points. Contact dose The product does not need explicit explanation, since it is highly simple and self explanatory. Meanwhile it is envisaged to connect the product to it’s positioning as an Italian product in the consumers eye. In order to reach that goal a medium to high contact dose of 6 - 8 contacts is planned. Intermedia planning The following percentages were selected on behalf of the media listed in the media mix in order to match the communication goals. The following media plan works as an excerpt including magazines. 50% Content Marketing 20% Print 15% Out of home 15% Online
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Time Plan
Media Plan
Cost Plan
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Claim
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Momento Italiano The new claim for Sanpellegrio is going to be „Momento Italiano“. The claim is supposed to be used in all communication channels and reflect the new positioning for Sanpellegrino adequately. The claim will be used and published only in the Italian language. This decision was made in order to emphasize the connection to the country. In addition to that the claim is supposed to go with the strategy and the main idea, that with each sip of Sanpellegrino you are taken back to Italy. The claim was created in order to be simple and easily to understand by everyone even if they do not speak the Italian language. Also the claim has to be easily identifiable as Italian. It will be used widely in the future communication in order to be connected to the product by as many people as possible. The claim is supposed to appeal to the target group as well as being able to clearly differentiate the product from its competitors.
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C a m pa i g n
(Motive 1)
(Motive 1 Revealed)
Print The point of this printed advert is to show a strong connection between Italy and Sanpellegrino. In the printed ads the metal foil named „La Copertina“ will cover an important part of the motive, the covered up object will always be an Italian icon, either modern or vintage. The full motive will only be revealed after the aluminium foil is peeled off. The creation of the printed adverts were chosen to be done this way in order to generate curiosity. When the „Copertina“ is peeled off the whole motive of the campaign will be seen. This way a teaser as well as the solution is presented. This way it is not only a printed advert but an experience. The experience of peeling off „la Copertina“. This experience embodies the Italian moment and is a strong connection to the actual product. After seeing the advert and peeling off the metal foil the only way to relive this moment is by buying the actual drink and enjoying the real „Momento Italiano“. The advantage of creating an print advert this way is that it is not only a visual stimulus but also a haptic and potentially auditive stimulus. By stimulating more than one sense it is more likely that the advert will be remembered later. It has a bigger impact on the reader.
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(Motive 2)
(Motive 2 Revealed)
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C a m pa i g n
Out of Home The out of home advertisements are mainly made to attract attention and raise awareness. The tonality has to fit to ideas described in the creative brief. It should be strongly connected to Italy and transport values like tradition, exclusivity and Italian design.
Mo o d b oa rd
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Online Below there are examples for online communication. The examples include a sponsored advert on Instagram and an example for branded entertainment on YouTube.
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Interactive Media Content Marketing Plan The content marketing plan will be conducted across multiple platforms. However the main focus of the campaign is going to be YouTube. In cooperation with multiple YouTube partners the target group will be reached and the audience will be entertained as well as informed by branded content. In addition to the YouTube content there will be events taking place later in the progress of the campaign. These events will provide content which can then be captured and published over various channels on the YouTube network. The content campaign will be divided into five different stages.
Stage
1
In cooperation with the YouTube channel Good Mythical Morning there will be a segment of the show that takes place once a week during the course of three months. The segment of the show will take up between 2 and 5 minutes each week and focuses on the fact that Sanpellegrino is Italian. The campaign will start in the beginning of February and last until the end of April. It is possible to introduce a series of Italy themed challenges that have to be solved by the two hosts of the show and at the end of the first stage a winner is chosen, the final sponsored episode will not only take up a segment of the show but will be entirely dedicated to Sanpellegrino to present a showdown. As part of this stage of the campaign it is possible to involve the viewer using the comments and a dedicated hashtag. The first stage of the campaign is executed in cooperation with the most wide-ranging partner. This stages main focus is to reach a big audience
Stage
2
in order to generate awareness. The second stage of the campaign will be carried out in cooperation with the partners behind Jamie Oliver’s YouTube network. This stage will take place on the FoodTube channel on YouTube. During this stage multiple Italian recipes will be introduced on the channel over the course of two months. During the middle of the videos there will be an interrupting moment from the normal flow of the video, during this interruption the person featured in the video takes a break to enjoy an „Momento Italiano“ with Sanpellegrino Sparkling Fruit Beverages. During this part of the campaign the awareness will be increased even further, in addition to that this stage focusses on the combination of Sanpellegrino lemonade with Italian food. This is done in order to position Sanpellegrino as the Italian lemonade and to create subconscious connections with Sanpellegrino being an Italian product. The second stage of the campaign is supposed to start in the beginning of May and last until June.
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Stage
3
With the third part of the campaign Jamie Oliver’s DrinksTube will be the main content partner on YouTube. Stage three is scheduled to last for two months from July to August, covering the hottest months of the year. During the summer period people will be especially openminded towards refreshing recipes. Sanpellegrino will use this to their advantage by creating a variety of drinks featuring their lemonade,
Stage
4
which will then be shared on the DrinksTube channel on YouTube. During the months of June, July and August a series of outdoor events are scheduled to take place. It will be a tour around Germany which will take part in cooperation with partners of the YouTube network. The YouTube creators will star in these events in order to make them even more attractive for the target group. The name of the events will be „Il tournée Deliziosa“. The name is chosen in the Italian language in order to put emphasis on the Italian background of Sanpellegrino. At the events the partners from YouTube will be creating recipes which will then be tasted by the audience at the events. The recipes will contain various drinks made from the different Sanpellegrino lemonades. The activities at the events will be filmed and published throughout the YouTube channels of the partners
Stage
5
that took part in the tour. Further details on the events can be found within the communication mix. As the final stage of the campaign the content, that was gathered during the events will be published. This stage is scheduled to take place between September and November. In this time period members of the targeted group will be presented with the results of the tour. Since the tour was never before announced prominently it will be the first time they get in touch with it. During this stage there will also be outdoor advertisements in order to raise awareness for Sanpellegrino. Social media will also be used over the whole course of the campaign but especially extensively during this period in order to share the content from the events.
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SOURCES
All sources were last checked on 12.12.2015 at 13:44 Footnotes: [1] https://www.sanpellegrino.com/de/de/company [2] https://www.sanpellegrinofruitbeverages.com/ca/en/ [3] https://www.facebook.com/SanPellegrinoFruitBeverages [4] https://www.youtube.com/channel/UCihjyy40PZ93hIEtpp7_-Ww/ [5] https://instagram.com/sanpellegrinofruitbeverages/ [6] https://de.pinterest.com/sanpellegrinoFB/ [7] http://marketrealist.com/2014/11/guide-non-alcoholic-beverage-industry/ [8] http://blog.euromonitor.com/2015/09/top-5-emerging-markets-with-the-best-middle-class-potential.html [9] http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/nielsen-millennial-report-feb-2014.pdf [10] https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf [11] https://www.cag.eu.com [12] https://www.sanpellegrino-corporate.it [13] http://www.sigma-online.com/de/SIGMA_Milieus/SIGMA_Milieus_in_Germany/ [14] http://www.sigma-online.com/de/SIGMA_Milieus/SIGMA_Milieus_in_Germany/Modernes_Arbeitnehmermilieu_/# [15] http://www.sigma-online.com/de/SIGMA_Milieus/SIGMA_Milieus_in_Germany/Postmodernes_Milieu_/# [16] https://sites.google.com/site/softdrinkindustrysaranalysis/porter-s-five-forces [17] https://www.sanpellegrino.com/intl/en/news/products/s-pellegrino-in-numbers-918 [18] http://www.theworlds50best.com [19] http://www.marketingmagazine.co.uk/article/1291410/champions-design-san-pellegrino [20] http://haeusel.com/limbic_.html Web Sources: https://www.finedininglovers.com https://www.sanpellegrinofruitbeverages.com/de/de/ https://www.sanpellegrino.com/de/de/ http://www.amazon.de http://contentmarketinginstitute.com/developing-a-strategy/ http://www.i-scoop.eu/wp-content/uploads/2014/04/Content-marketing-strategy-content-formats-the-funnel-and-the-buying-journey-viaAdido.gif http://www.bluetext.com/wp-content/uploads/2014/08/Content-Diversity-in-Online-Marketing1.jpg http://thumbnails-visually.netdna-ssl.com/strategy-of-content-marketing_537c26d577fa3_w1500.jpg https://choiceonline2010.files.wordpress.com/2011/06/inbound-marketing-funnel-landscape.jpg http://www.dielimo.de/ https://www.gerolsteiner.de/de/limonade/ http://www.lemon-aid.de http://biolimo.vio.de https://www.facebook.com/lebibitesanpellegrino/?fref=photo
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Image Sources: Research Image 1: https://de.pinterest.com/pin/560135272376224310/ Research Image 2: https://www.facebook.com/lebibitesanpellegrino/photos_stream https://www.sanpellegrino.com/media//germany/heritage/1959-new.jpg YouTube Screenshot vom 2015-12-05 um 12.49.07: https://www.youtube.com/watch?v=YgzhbbSwmxI&ab_channel=SanpellegrinoFruitBeverages# Screenshot vom 2015-12-06 um 18.46.32 www.sanpellegrinofruitbeverages.com/de/de/ Market Overview Image: https://www.sanpellegrino.com/media//germany/heritage/1959-new.jpg Current Customer Image: http://www.moderndesign.org/2010_05_01_archive.html Logo Sanpellegrino: https://de.wikipedia.org/wiki/Datei:San_Pellegrino_(Mineralwasser)_logo.svg Competitor Analysis Image: http://federalmerchants.co.nz/product/s.pellegrino-sparkling-water Die Limo Competitor: Die Limo: http://www.foodies-magazin.de/wp-content/uploads/2015/02/DieLimo3_UB.jpg Logo: http://www.flaechenbrand.eu/index.php?rex_img_type=gallery_overview&rex_img_file=granini_dielimo_packaging_d7.jpg http://www.horizont.net/news/media/8/Die-Limo-soll-vor-allem-Erwachsenen-schmecken-78154.jpeg Screenshot vom 2015-12-11 um 18.31.34 http://www.dielimo.de/index.php http://www.designtagebuch.de/wp-content/uploads/mediathek//2013/04/granini_dielimo_comp_s3_limette.jpg Vio Bio Limo Competitor: Vio Limo: http://biolimo.vio.de/produkt.html Logo: https://yt3.ggpht.com/-lDd06blov-A/AAAAAAAAAAI/AAAAAAAAAAA/8oUqCVZv4do/s900-c-k-no/photo.jpg Screenshot vom 2015-12-11 um 18.39.31 http://biolimo.vio.de http://www.gosee.de/images/preview/cd/2000x2000-bigvio-bio-limo.jpg http://biolimo.vio.de/packages/ko/vio-biolimo/assets/img/base/share.jpg Gerolsteiner Competitor: Flasche: https://www.gerolsteiner.de/fileadmin/Contentbilder/_processed_/csm_gerolsteiner_limonade_grapefruit_2_2c47c00ef2.jpg Logo: https://upload.wikimedia.org/wikipedia/de/thumb/8/86/Gerolsteiner_Logo.svg/1280px-Gerolsteiner_Logo.svg.png Screenshot vom 2015-12-11 um 18.53.50 https://www.gerolsteiner.de/de/limonade/ https://www.gerolsteiner.de/fileadmin/Contentbilder/_processed_/csm_Gerolsteiner-Limonade-Kind-Gartentisch_6a04fde80f.jpg http://www.schroederschoembs.com/newsroom_live/wp-content/uploads/2012/02/MG_0034.jpg Lemonaid Competitor: Lemonaid bottle: http://www.gourmondo-gourmetblog.de/wp-content/uploads/2011/04/10014448011.jpg Logo: http://www.jades24.com/data/images/partner/lemonaidcharitea0.jpg Screenshot vom 2015-12-11 um 19.02.45 http://www.lemon-aid.de http://www.lemon-aid.de/wp-content/uploads/2013/06/img_aboutus_drink.jpg http://www.greenest-green.de/images/bio-limonade.jpg
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More SOURCES
More Image Sources: Positioning Image: https://www.sanpellegrino.com/ch/de/heritage SWOT Image: https://www.sanpellegrino.com/media//germany/live-in-italian/an-italian-icon/exclusive-collections/riga0.jpg SWOT image: https://www.sanpellegrino.com/de/de/heritage San Pellegrino Fruit Beverages Logo: http://photos.prnewswire.com/prnfull/20150824/260754LOGO Strategy Image: https://www.facebook.com/lebibitesanpellegrino/photos_stream Future Target Group: https://www.facebook.com/SanPellegrinoFruitBeverages/photos/ pb.501975083181502.-2207520000.1449927617./909129062466100/?type=3&theater
ECO CAP GREEN: https://www.sanpellegrinofruitbeverages.com/media/germany/ecocap/Ecocap_Clementina.png ECO CAP YELLOW: https://www.sanpellegrinofruitbeverages.com/media/germany/ecocap/Ecocap_Limonata.png ECO CAP RED: https://www.sanpellegrinofruitbeverages.com/media/germany/ecocap/Ecocap_AranciataRossa.png La Copertina: https://www.facebook.com/SanPellegrinoFruitBeverages/photos/ pb.501975083181502.-2207520000.1450014966./844800268898980/?type=3&theater Drinks Tube Logo: https://yt3.ggpht.com/-M3C3E6RGISs/AAAAAAAAAAI/AAAAAAAAAAA/5Zp8vWpaPF4/s900-c-k-no/photo.jpg Food Tube Logo: http://image.slidesharecdn.com/richardherd-whatisfoodtube-141023084311-conversion-gate01/95/filmteractive-conference-2014-richard-herd-network-manager-for-jamie-olivers-food-tube-uk-1-638.jpg?cb=1414053853 Gennaro Contaldo: http://static1.squarespace.com/static/528370aee4b05ddf0978e3ca/55a89bbfe4b0273cc548ea27/55a89dc5e4b0bbf396a39679/1437113798853/Gennaro+Contaldo.jpg Good Mythical Morning: https://yt3.ggpht.com/-V1zZ5L_YE-c/AAAAAAAAAAI/AAAAAAAAAAA/zIwb1P7t8bM/s900-c-k-no/photo.jpg Claim: https://www.flickr.com/photos/48798205@N02/9635106929 Moodboard: https://de.pinterest.com/pin/560135272378334405/ https://www.sanpellegrino.com/media//germany/heritage/1959-new.jpg https://de.pinterest.com/pin/560135272381074493/
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Annexes:
Media Target Group
Rangreihe Media Plan
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December 2015 T h e C o n c e p t wa s c r e at e d a s p a r t o f m y s t u d i e s at d e s i g n a k a d e m i e b e r l i n