CLIENT: Moo Milk Pty Ltd

PRODUCT DESCRIPTION

Our new favoured milk product is called ‘Spider’. ‘Spider’ is a combination of Coke, ice-cream
and milk. It’s packaged in a greased cardboard carton and features a huge spider image on
the pack stylised very much in the Harry Potter imagery in purples, mauves and other
compatible colours that depict a sort of witchcraft image. Consumers are given instructions on
the outside of the pack to shake the pack before the contents are consumed. This will ‘fizz-up’
the contents and provide consumers with a sweat, creamy milk drink with a slightly diluted
Coke flavour. ‘Spider’ is 98% fat free.

OVERALL:

OUR OBJECTIVE ON THIS OCASSION IS:

To launch ‘Spider’ onto the Australian flavoured milk market.

BACKGROUND

OUR MARKET:
Extensive research through focus groups have identified kids and young adults – both male
and female – from 5 to 20 years of age as our overall market for ‘Spider’.

THE MARKET IS BROADLY SEGMENTED INTO:

Primary market: Kids 5 to 13 years of age.
Secondary market: Young adults 14 to 20 years of age.

OUR COMPETITORS ARE:

All flavoured milk products
All soft drink products

THE EXTERNAL FACTORS EFFECTING THE MARKET ARE:

Milk is considered healthy to drink.
People associate milk with high fat content, therefore weight increasing.
Consumers in this market these days are interested in sports drinks, plain waters and health
drinks.
The flavoured milk and soft-drink markets offer consumers a wide variety of flavours and
brands to choose from.
There is a quiet market overtone that by consuming milk you are helping Australian farmers
who have gone through tough times recently – this feeling is present, but not strong.

OVER THE PAST YEAR:

Flavoured milks, especially those with a low fat content have increased in market share
against high fat milks and the non-sport, non-health soft-drink products.
There has also been an increase in publicity about the benefits of calcium ( high presence in
milk ) for bone development in children and young people.
OVER THE NEXT YEAR:
We expect the trends of the previous year will continue.

OUR BRAND:

WHAT WE DO AND SELL IS:

Packaged milk for the individual consumer market.

OUR BRAND STANDS APART BECAUSE:

Moo Milk is considered the ‘fun’ player in the flavoured milk market. It is particularly popular
with children and adolescence.

OUR PRODUCT’S PRICE POINT IS:

‘Spider’ will be priced slightly above mid-range against competitor brands sold through normal
retail distribution channels.
Its wholesale price to school tuck-shops is discounted to enable schools to increase income
without penalising child consumers

OUR MAJOR STRENGTHS AND WEAKNESSES ARE:

Weakness: no consumer awareness.

Strength: The popular ‘Spider’ drink that kids have made at home for years is now available
as a packaged flavoured milk product.
No other competitor has the ‘Spider’ flavour.
We have registered and trade marked the name, ‘Spider’.
‘Spider’ does not make you fat.

A BRIEF OUTLINE OF OUR MARKETING PLAN:

Environmental factors point to a favourable time to launch

Research has identified strong market potential in two market areas
Moo Milk has decided to position ‘Spider’ as a fun drink like you make at home.
Two pack sizes – small and medium – are priced just above mid-market
Packaging has been designed with strong Harry Potter imagery incorporating a unusual
‘snake-like’ designed straw with comes with the pack and is pulled from the top when opened.
Distribution is through normal retail outlets for this type of drink with an added channel
through school tuck shops.
Launch promotion will be mysterious, intriguing and fun across mass market mediums on one
hand a direct ( with the fun continuing) on the other hand (school tuck-shops).
An extensive survey across ‘Spider’s’ market segments will be carried out three months after
the launch to evaluate progress.

THE ROLE OF ADVERTISING IN THAT PLAN:

Build awareness for the ‘Spider’ brand.

Excite the target market.
Induce trial.
THE KEY COMMUNICATION QUESTIONS TO ANSWER ARE:

THE TARGET MARKETS WE WANT TO TALK TO:

Primarily kids and adolescents from 5 to 16 years of age.

CURRENTLY THESE PEOPLE THINK THE MARKET IS:

A bit boring in terms of the flavoured milk products offered.

Low sugar sports drinks are the way to go.
There is very little on offer that’s new and exciting in flavoured milk drinks.

THEY CONSIDER OUR BRAND NOW (BEFORE ADVERTISING) AS:

They don’t. It has not been launched yet!

AFTER ADVERTISING, WE WANT THEM TO THINK ABOUT OUR BRAND

IN THESE TERMS:
Wow. A real ‘Spider’ drink that tastes like a real ‘Spider’. And it fizzes up like a real ‘Spider’. I
want to try it.

IN ONE SENTENCE, WE WOULD LIKE TO SAY TO THE MARKET:

Try ‘Spider’ – it’s a fun drink just like you make at home!

PRACTICAL DETAILS:

WE PREFERE THESE MEDIUMS:

We prefer television because we think it’s the best medium for kids.
We would like to explore web advertising because kids seem to be attuned to it.

OUR BUDGET IS:

$1.2 million for a six month launch campaign.

OUR LAUNCH DEADLINE IS:

Spring 2006.