When considering the product of Agrum Schweppes', the question before us is: Why does the product meet difficulties and how do we raise the issue? Following this study, we come to the conclusion that Schweppes is an internationally known brand, recognized by its taste, and study its strength and weakness.
Agrum Schweppes' must fight against the image that consumers have about Schweppes in general. Indeed, the bitterness of Schweppes Tonic scored an imprint on the entire brand. Therefore in its release, the Agrum Schweppes' encountered difficulties, despite the fact that the brand is innovating by providing a cocktail of sweet citrus fruits that are rich in taste.
As a solution to this problem, we chose to focus our communication on the objective qualities of the product. To explain the successful communication campaign, we will develop the communication action, goals and choices of communication technology, and in a second part, we'll see what gives the application of techniques the communication adopted.
We will define briefly about the organization, the conduct and duration of operation for each of these steps.
Tags: Schweppes, organization of Schweppes, communication strategy of Schweppes
[...] When the client successfully meets 8 points, he wins it with every purchase of a bottle of Schweppes Agrum he can earn different colored design glass. POS will be conducted every weekend for 2 months and points collectors will be collecting over a period of 6 months Distribution of samples The samples will be distributed in mini-cl cans 20-30 because this package is original; its size and style are always appreciated by people. The mini- cans contain just enough to give an idea of the drink and of course encourage people to buy it if they like. [...]
[...] What is a brake on the purchase? While the creation of this drink, the brand just wanted to break away from this image of being sweet, innovative and sparkling by creating a beverage but certainly not bitter Sales are sufficient but knowledge for the survival of the brand is still advancing slowly. Our communication objectives are therefore: →To discover the true values of Agrum Schweppes' → Redefine the strengths of the product →Boosting sales Our communication targets are: children, adolescents and adults who love novelty, party, and cocktails Choice of communication technology For the reasons stated above, we think it is advisable to use sales promotion. [...]
[...] To explain the communication campaign successfully, we will develop the first communication action with goals and choices of communication techniques, and then in a second part, we'll see what gives the application of techniques communication restraint, briefly defining the organization, the course and duration of the operation, for each of these steps. The communication aspect 1. Goals Agrum Schweppes' beverage is known but poorly understood This product is too often put in the same basket as other branded products and retrieves the image: Schweppes has Bitter products. [...]
[...] Appendices Coupons Recipes inset Acceptance testing report • Strawberry Syrup • Agrum Schweppes' • Crushed Ice §ð Tequila §ð Agrum Schweppes' §ð Pineapple sliced §ð 1 teaspoon lemon juice §ð Cover the edge with the green salt Tequila ♣ syrup strawberry or peach ♣ Agrum Schweppes' ♣ Washers lime Schweppes Agrum' Schweppes 0.50 € I-REDUCTION OF GOOD Offer valid on the purchase of a bottle Agrum Schweppes 'Schweppes Agrum or' light at the 1.5 l The cocktails can be made based agrum Schweppes' or otherwise, are not limited to these recipes in this book, but instead may be diverse and varied. So you can leave to your desires. [...]
[...] This technique can allow consumers to discover the Tequila cocktails / Agrum Schweppes, but also to discover the Agrum Schweppes' alone. One can imagine that without this reduction, many individuals would not have thought of buying it or they would not dare because of prejudice. The goal is to reduce obstacles to buying, to enable it to judge and appreciate this product, which will have its chance to be loved and why not be part of their shopping list in the long run. [...]
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