Product Awareness Communication Plan – Pepsi Bubly in Australia

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Product Awareness Communication Plan – Pepsi Bubly in Australia

Executive Summary

This communication plan aims at creating awareness about bulby, a new non-caloric flavoured water brand of PepsiCo in Sydney University. The campaign is planned in the backdrop of market analysis and research data that shows that the non-caloric flavoured water segment in Australia is growing and dominated by few players, with a high potential for success of bubly in the market. Brand analysis shows that although bulby has high a number of strengths and opportunities, it is limited by lack of effective market communication. The aim of the event is to create awareness on Bubly. Students are very sensitive to health of the water they take because they have access to health information and hence the health implications of Bubly need to be well communicated. Sometimes it is very costly for a company to campaign for a brand and hence partners are important. Therefore, the presence of partners in this plan will attract customers. Campaigning for a brand involves some risks which need to be clearly identified and managed to achieve effectiveness. This event will be planned over a four week period start with project conceptualization, stakeholder meeting, sensitization and actual event, and monitoring and evaluation. Different tools will be used for monitoring and evaluation including survey questionnaires, observation list, and sales data.

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Product Awareness Communication Plan – Pepsi Bubly in Australia

Assessment 1: Communication Plan (2000 words, due Friday, Week 4)

Students need to prepare a strategic communication plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organization that will be their ‘client’ (i.e. a case study) for this assessment. The goal of this assessment is to develop a strategic communication plan applicable to one of the following scenarios:

  1. Improve the overall public image of a company following a major crisis, such as product failure, social media, industrial relation crisis, or environmental destruction.
  2. Help an organization to persuade relevant publics to take actions supportive of an organization’s goals or social issues.
  3. Generate significant public interests in a new product, brand or service.
  4. Refresh and reposition a product, brand or service so that it is more appealing to customers.
  5. Assist a controversial multinational corporation to establish and maintain ‘mutual understanding’ with its strategic publics.
  6. Influence the creation of legislation through an effective internet and public lobbying campaign. Product Awareness Communication Plan – Pepsi Bubly in Australia.

Once a corporation/organization and scenario have been chosen, students need to conduct research into the background, brands, products, publics, and need to conduct research into the background, product, brands, publics and issues relevant to their case study. For instance, the database Factiva can be used to locate all news stories on a particular corporation and is therefore a great source of independent information. Likewise, Annual Reports are an excellent source of information on a corporation’s values, operations and finances. Primary research in the form of a small-scale survey or focus groups can also be conducted with classmates and the public in order to test message strategies or understand public perceptions of a particular product or company. More information on these research methods will be provided in class.

The communication plan should be written in report format and include the following sections:

  1. Introductory information

Executive summary (introduce the organization, the scenario and the aims)

  1. Research and analysis

Background to the problem, issue, scenario or brand

Situation analysis

Research findings (primary and secondary findings)

  1. Strategy development

Goals and objectives (the latter need to be measurable)

Publics and Stakeholders

Key messages and tactics

Third party actions (that you might depend on in order to make your communication effective)

Risk management

Ethical considerations

Budgeting (be realistic by sourcing current industry prices)

  1. Implementation

project management

timing

  1. Evaluation and adjustment

Measuring the effectiveness of messages, media and outcomes

  1. References (these will be included in the word count)

This is an industry assessment item. As such, students can make use of the bullet  pints and tables where appropriate, but fragmented expression should be avoided. Evidence will also be needed to support the strategic approach outlined in the communication plan. Accordingly, students should provide in-text citations and a list of references, and should be cited using the APA system of referencing. All communication plan must be submitted to the Turnitin assignment drop box.

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Product Awareness Communication Plan – Pepsi Bubly in Australia

Executive Summary

This communication plan aims at creating awareness about bulby, a new non-caloric flavoured water brand of PepsiCo in Sydney University. The campaign is planned in the backdrop of market analysis and research data that shows that the non-caloric flavoured water segment in Australia is growing and dominated by few players, with a high potential for success of bubly in the market. Brand analysis shows that although bulby has high a number of strengths and opportunities, it is limited by lack of effective market communication. The aim of the event is to create awareness on Bubly. Students are very sensitive to health of the water they take because they have access to health information and hence the health implications of Bubly need to be well communicated. Sometimes it is very costly for a company to campaign for a brand and hence partners are important. Therefore, the presence of partners in this plan will attract customers. Campaigning for a brand involves some risks which need to be clearly identified and managed to achieve effectiveness. This event will be planned over a four week period start with project conceptualization, stakeholder meeting, sensitization and actual event, and monitoring and evaluation. Different tools will be used for monitoring and evaluation including survey questionnaires, observation list, and sales data……….

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