FEVER TREE : INTEGRATED MARKETING COMMUNICATION PLAN by Aman

FEVER TREE : INTEGRATED MARKETING COMMUNICATION PLAN

Table of contents

1. FEVER TREE : IMC PROPOSAL ..................................... 4 1.1 Fever Tree : A brief profile .................................................... 4 1.2 Market definition and parameters : UK Mixer market ............. 5 1.3 Overview of the selected brand .............................................. 6 1.4 Market dynamics and trends ................................................... 8 1.5 Competitors evaluation ......................................................... 9 1.6 Overview of current brand’s marketing activity .................... 11 1.7 Strategic market opportunities .............................................. 12 1.8 Brand Wheel analysis .......................................................... 14 1.9 Ansoff’s Matrix ................................................................... 16 1.10 Future marketing strategy .................................................. 17 1.11 Summary of financial analysis and IMC implications ......... 19 1.12 IMC proposal..................................................................... 20 2A. CAMPAIGN OBJECTIVES AND SCOPE ...................... 23 2B. COMMUNICATIONS AND CAMPAIGN STRATEGY . 31 2C. IMC CAMPAIGN DELIVERY ........................................ 39 2D. EVALUATION OF CAMPAIGN .................................... 53 3. REFERENCES ................................................................. 56 4. APPENDIX ....................................................................... 59

Executive Summary

The integrated marketing communication plan seeks to strengthen the competitive position of leading premium mixer brand Fever Tree in the UK market. Fever Tree is a leading brand in the UK mixer market credited with pioneering the premium mixers that can be used as an accompaniment with premium spirits and with a market share of 39 percent dominates the mixer market in UK. The integrated marketing communication plan is aimed at achieving objectives such as increasing the sales revenue of the business, enhancing brand awareness, strengthening the brand positioning and enhancing the social media footprint. The integrated marketing communication plan will be targeting the male and female customers in the age group 18 to 55 in the AB social class and will be focusing on promotional tools such as advertising, experiential marketing, social and digital media marketing and public relations. The budget allocated for the campaign is ÂŁ 7,044,281 for the year 2018. The report besides offering an explanation of the key objectives also explains the message development , media vehicles to be used , campaign delivery mechanism , budgeting and scheduling and also describes how the campaign will be evaluated.

1. Fever Tree : Integrated marketing communication proposal 1.1.Fever Tree : A brief profile Fever Tree with annual sales revenue of ÂŁ 170.2 million, is globally the leading brand in terms of retail sales value in the premium mixers product category and has sales and distribution operations in more than 60 countries. The UK based brand marketed by Fever Tree Plc, was launched by Tim Warrillow and Charles Rolls in the year 2005 with a view to offer high quality mixers that could accompany the rising demand of premium spirits. Fever Tree currently offers wide ranging flavour of mixers to cafes, restaurants, hotels, retail chains and super markets in the UK. The mixers have been designed for being consumed as an accompaniments with premium spirits Johnnie Walker and also on their own (Fever-Tree , 2017). They can be paired with different flavours of Gin as well as whiskies , rums and other spirits .

The key markets for Fever Tree include the domestic UK market accounting for 52 % of total sales revenues,, besides Belgium , Spain and the US . The business strives to leverage the market trend of shifting preferences of customers for premium products in the beverage mixer market as it has been able to strongly position itself as a premium carbonated mixer.

1.2.Market definition and parameters: The mixer market Fever Tree operates in the

mixer category that comprises of beverages used as

accompaniments with alcoholic drinks . Fever Tree however pioneered the idea of premium mixers and has defined premium mixers as those brands in the mixer category that are priced over 1.5 times the mass consumed mixers, includes brands like Fever Tree and Schweppes , focus on using natural ingredients and are packaged in small packs (Fever-Tree, 2017). This dominant trend of premiumisation mirrors the trend of the alcoholic beverages industry where the focus is shifting to premium alcoholic spirits , like Johnnie Walker whiskey and Bacardi rum , Beefeater Gin , Belvedere Vodka etc. The Fever Tree brand has been able to strongly position itself as a premium mixer brand and therefore is in a strong position to leverage the market opportunity provided by the premiumisation in spirits.

Despite the fact that the mixer market had existed prior to

advent of Fever Tree , the brand is credited

for pioneering premium mixers . The

premium mixers that constituted only 2.5 percent of the global mixer market in the year 2014 have been able to register a significant growth achieving a market share of around 8 percent in the global mixer market in the year 2017 (Fever-Tree, 2018). The mixer market in which Fever Tree operates has experienced phenomenal growth in the UK market as can be seen from the following figure . Table 1 - UK Mixer market size and Annual growth 2015

2016

2017

UK Market size in terms of total

ÂŁ128.125

ÂŁ169.16 million

ÂŁ224.8 million

sales

million

Annual growth

24%

32%

33%

( Source : Fever Tree annual report 2017 , 2016 )

The UK market for mixers has in recent times shown a significant and steady increase in terms of sales as well as annual growth. The market for mixers was worth ÂŁ128.125 million in the year 2015 and it rose to ÂŁ169.16 million in the year 2016 growing annually by 32 percent and it grew by 33 percent over the next year achieving an annual sales of ÂŁ224.8 millions. A significant contribution in this growth is attributed to the brand Fever Tree which was responsible for generating 60 percent of value growth in the year 2015 and contributed 92 percent of value growth in the year 2016 and 91 percent of value growth in the year 2017 ( Fever Tree Annual Report, 2017).

1.3.Overview of selected brand

Fever Tree offers wide ranging premium mixers including lemonade, Cola , Ginger beer , Ginger Ales and Tonics. The core strength of fever Tree according to Tim Warrillow lies in its strong commitment to using best quality ingredients and offering a wide ranging product portfolio that has a strong appeal to a diverse market comprising of all age groups of customers.

Figure1 Product portfolio : Fever Tree

UK represents the largest and key market for Fever Tree contributing 52 percent of total sales while the overseas market accounted for 48 percent in the year 2017. Exceptional growth of 96 percent in sales revenues was achieved in the year 2017 in UK. As far as the UK mixer market is concerned , the strong dominance of the Fever Tree brand is reflected in the fact that 91 percent of sales growth in 2017 in the UK mixer market was driven by Fever 6

Tree (Fever-Tree , 2018). Its market share has steadily increased over the years as can be seen from the following table . Table 2 : Fever Tree’s market share in the UK mixer market Year

Sales Percentage

2014

2015

16 %

2016

26 %

2017

39 %

(Source :Fever-Tree , 2018) UK is the key market for the brand Fever Tree as can be seen from increasing contribution of UK sales in total sales percentage and sales revenues. The brand has been able to increase its sales in both bottled as well as 150 can formats . The market share of Fever Tree

the

market

has

increased

over

the

years .

Table 3 - Fever Tree’s Market performance in UK mixer market 2015

2016

2017

UK sales percentage in total sales

35%

44%

52%

UK Sales revenues

£20.5 million

£44.6 million

£87.7 million

UK annual sales growth

84%

118%

96%

Sales of Bottle formats

135 millions

234 millions

308 millions

Sales of 150ml cans

Launched

27 millions

76 millions

UK On trade sales percentage

59%

54%

49%

UK Off trade sales percentage

41%

46%

51%

Market share in UK mixer market

16%

24%

39%

Contribution of Fever Tree in

60%

92%

91%

Launched

33%

43%

Value growth in UK mixer category Sales contribution of 150ml cans in off trade (Compiled based on Fever Tree Annual reports 2018, 2017 and 2016) 7

The brand has a balanced share of sales on both on trade and off trade segment with the off trade segment contributing 51% of total sales and on trade segment contributing 49% in total sales . The off trade segment comprises of retailing outlets that include supermarkets and convenience stores where Fever Tree products are purchased for off premise consumption. The on trade segment comprises of bars, restaurants, hotels, leisure centres , clubs etc. where the Fever Tree products are purchased for onsite consumption. It is evident that there has been a steady decline of sales in the on trade channel where the percentage of sales revenue generated for Fever Tree was 59 percent in the year 2015 to 54 percent in the year 2016 and this decreased to 49 percent in the year 2017. Off trade sales contribution in total sales have steadily increased over the period 2015 to 2017 ( Fever Tree, 2017). The contribution of off trade sales in total sales was 41 percent in the year 2015 which grew to 46 percent in the year 2016

and

this

further

increased

percent

the

year

2017.

In the off trade segment the Fever Tree brand is sold by retailers including Waitrose, Tesco, Sainsbury, Morrisons, Marks and Spencer , ASDA , The Cooperative, Ocado , Booths, Whole Foods Market, Budgens, Harvey Nichols, Real Foods, Wine Pack, The Drinks Emporium, Selfridges, Partridges and Aqua Amore ( Fever Tree, 2017).

1.4.Market dynamics & trends focussing on opportunities and threats

Opportunities ď&#x201A;ˇ

Leverage the premiumisation trend

: Fever Tree would need to focus on

strengthening its market share by leveraging the premiumisation trend in the spirits category and continue to engage in collaborative partnerships with premium spirits brands like Johnnie Walker. Beverages companies also perceive that strongly positioned premium mixers align well with their strategic objectives of selling premium spirit brands. Strong focus of different players in the hospitality sector such as bars, hotels and restaurants on achieving greater cash margins by selling more premium products and focus on achieving differentiation based on offering high quality products. ď&#x201A;ˇ

Strengthening distribution networks in the On trade segment in UK market: Fever Tree can achieve significant growth in the UK market by increasing penetration 8

in the on trade segment and enhancing sales volume to customers and reaching out to new customers by enhancing brand awareness. 

Extending co promotion strategies with premium spirit brands can offer synergistic benefits to Fever Tree adding to its brand image and reputation as a premium mixer brand.



New product development: Fever Tree can look to develop new product ranges and variants of existing flavours including low calorie variants for attracting health conscious customers.

Threats 

Increased competition: The phenomenal success of Fever Tree could attract beverage companies and spirits companies to acquire local brands or launch their own brands.



Schweppes is beginning to focus on the premium mixer category and in recent times has launched an aggressive marketing campaign and such continued competitors activities could have a significant adverse impact on continued success and profitability of Fever Tree.



While the scalable largely outsourced business model offers flexibility and facilitates quality control this could also be a bottleneck in its continued success as Fever Tree relies on a single bottling partner in UK and the warehousing has been largely outsourced (Fever-Tree , 2017).

1.5.Competitor evaluation : Competitors Analysis Schweppes owned by Coca Cola has remained an established player in the mass mixer category but in recent times has launched its premium range 1783 and has injected about £6.6 million

in its marketing budget to promote the premium mixer range (Morton, 2017).

Schweppes’s marketing efforts will focus on engaging at taste experiences , digital marketing nationwide cocktail events ,cinema advertising and TV advertisement

(Gwynn,

2017). Schweppes saw a decline in its retail sales in the year 2017.

Coca-Cola's new Schweppes 1783 range

Schweppes has developed the premium range of mixer drinks in the similar design as the one used by inventor Jacob Schweppes striving to bring an element of authenticity. Schweppes also offers a wide ranging flavour including crisp tonic water, golden ginger ale, aromatic floral , salty lemon , light tonic water etc. Strengths

Weaknesses

Strong distribution network

Lacks positioning of being a premium mixer

Affordable product ranges

Declining share in UK market

Strong distribution network

High operating costs

Strong financial position Ownership of Coca Cola

In order to regain the lost ground and deal with the competitive threat posed by the brand Fever Tree, Coca Cola owned Schweppes, has made the biggest investment of ÂŁ6.6 million in 2016 for supporting its redesigned re launched skittle shaped bottles that were used originally in 1783. The investment supported the four month marketing campaign that focused on TV advertising , cinema advertising , print media , social media marketing , out of home marketing and experiential marketing (Gwynn, 2017).

Despite such strong

investments the market share of Schweppes declined from 32.6 percent in 2016 to 31 percent in 2017 in the mixer category (Gwynn, 2017) .

The premium mixer market has achieved a significant growth in the last few years and traditional mass market leader in the mixer market Schweppes has lost its leadership position to Fever Tree . There has been a significant change in marketing and product development 10

strategy of Schweppes which has lately begun to focus on premium mixer category and the business does enjoy a strong brand image and brand awareness , strong financial resources and a well established distribution channel which can be used to achieve a strong market share and regain the lost position in the premium mixer category. Schweppes has injected huge resources towards an aggressive marketing program in a bid to achieve a strong market share and this necessitates that Fever Tree focuses on launching a well integrated marketing communication program in order to strengthen its competitive advantage.

1.6.Outline of current brand’s marketing activity The brand has been able to create a distinctive brand identity by choosing Fever Tree as the brand name reflecting upon the colloquial name “ Fever Tree” of cinchona Tree used for extracting quinine which is used as a critical ingredient for developing tonic water. The current marketing activities of Fever Tree rely to a significant extent on TV advertising , social media marketing, Out of home advertising , word of mouth and public relations . Fever Tree’s marketing communication budget for the year 2016 had been £1.2 million which was a whopping 2088 percent increase over the previous year reflecting upon the lack of focus on marketing communication program since its inception . This was a meagre 1.2 percent of the total sales revenues for the year (Appendix 1). The marketing communication budget was predominantly on TV advertising and press advertising. 91.9 percent of total marketing budget had been allocated to TV advertising and 8.1 percent on press. The TV commercial featured a contemporary rendition of a highly popular soulful song of Peggy Lee “ Fever” sung in 1958 and the commercial set in a bar was immensely popular. The TV commercial was launched on Channel 4 under its commercial growth fund scheme where it offers grants to high growth companies for promotional budgets .

(Source :Fever-Tree , 2017) Despite the fact that these channels have helped it achieve significant success, Fever Tree needs to focus on embarking upon a well integrated marketing communication plan for enhancing brand awareness, developing a stronger brand equity and achieving significant market share and sales targets. Fever Tree in 2016 launched a communication campaign focusing on 490 sites in UK in a bid to enhance brand awareness. The geo targeted digital campaign sought to drive customers to pubs located in proximity to the sites. The campaign offered insights about the ingredient hunting stories focusing on out of home media advertising at 490 prominent locations in Leeds, London , Manchester, Birmingham etc (Fever-Tree , 2018). This

has been another significant effort on the past of Fever Tree to

engage in marketing communications program for enhancing its brand image and positioning .

1.7.Strategic marketing opportunity to be developed for the brand

Strengths ď&#x201A;ˇ

Strongly differentiated brand: Fever Tree has been able to strongly establish itself as a premium distinctive brand in the premium mixer category.

ď&#x201A;ˇ

First mover advantage: Fever Tree is credited with being the innovator and a pioneer in the premium range of mixers and this lends credibility and authenticity to the brand. 12



Strong differentiation and premium provenance: By focusing on sourcing and using natural ingredients

from exotic locations globally the brand has been able to

significantly differentiate from the mass market and enhance its brand image . For example the key ingredient for tonic water quinine is sourced from Congo and ginger is sourced from India (Fever-Tree, 2018). 

Fever Tree has high quality product ranges that have been recognized for use of high quality ingredients and have been endorsed by some of the globally reputed taste makers including Robert Parker in the US and Jamie Oliver in the UK (Fever-Tree, 2018).



The business model of Fever Tree is scalable and largely outsourced and based on well established strong relationship with suppliers, distributors and bottlers which offers not just operational flexibility and scalability but also helps the business maintain stronger control over quality.



Fever Tree has a well established relationship with off trade as well as on trade customers including importers and distributors.



The business has been able to generate strong cash flow and is a cash rich company and in the year 2017 the business was able to achieve a 53.5 percent of gross profit margin. This can help it to focus on research and development expenditure launch new product ranges (Fever-Tree Annual report, 2017).



The management team is guided by the founders who have a strong experience and expertise in the premium mixer product category.

Weaknesses 

The product ranges of the Brand Fever Tree are highly priced which is an impediment in the way of the business achieving significant economies of scale advantages. The Fever Tree Indian Tonic Water costs around £3.17 for a pack of 4 bottles of 200ml while Schweppes tonic water of 1 litre costs £1.22.



Fever Tree lacks strong vertical integration relying significantly on outsourcing partners, suppliers and bottling partners for continued success.



Fever Tree despite having achieved phenomenal success has not focused on marketing communications in order to achieve a strong brand awareness and brand equity.

1.8.Brand wheel analysis



Brand name :Fever Tree brand name reflects upon the colloquial name “ Fever Tree” of cinchona Tree used for extracting quinine which is used as a critical ingredient for developing tonic water.



Vision : The business has been established with a vision of being the leading supplier of high quality carbonated mixers globally.



Mission: Fever Tree strives to combine naturally sourced highest quality ingredients with their expertise in manufacturing technique to offer to the customers an unrivalled drinking experience.



Attributes : Fever Tree brand possesses attributes of being a premium carbonated drink packaged in sleek designed bottles and offering high quality mixers at a premium price.



Benefits: The brand offers unique flavour and superior tastes to the customers enhancing the experience of consuming spirits.



Values: High quality premium product developed from the finest pristine ingredients to create exceptionally high quality product.



Personality: The brand personality of Fever Tree can be described as being bold, energetic, refreshing and caring.



Organizational culture :Flair for creativity , innovation and responsiveness to customers needs .



Brand positioning using Perception map: Currently the Fever Tree brand can be said to be positioned slightly better in terms of quality and commands a higher price relative to its competitor Schweppes . However the integrated marketing communication plan is likely to result in enhancing its position in terms of perceived quality which will also help it to raise its prices resulting in enhanced revenues (Keller, 2009) .

Brand Positioning statement : “

The best premium mixer for an

unrivalled drinking experience” 

Brand essence : “Premium

exotic mixers .”

1.9.Ansoff’s matrix In order to analyze the growth strategies for increasing its footprint in the UK premium mixer market Ansoff’s matrix has been used .

Fever Tree would do well to resort to market penetration and product development strategies. The integrated marketing communication plan is likely to strengthen the positioning of the brand as a high quality premium mixer generating significant brand awareness and this will help the brand achieve market penetration.

1.10. Future marketing strategy Marketing and communications objectives Overall business objective 

To strengthen its leadership position in the UK mixer market and achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175,556,454 for the year 2018.

Marketing objectives 

To increase its market share in the UK mixers market from current 39 % for the year 2017 to 50 % for the year 2018.



To achieve trial purchases among 30% of the target audience .



Acquire 10 % new customers, that is 1.1 million by the end of the campaign .

IMC Objectives 

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand as “ the best premium mixer for an unrivalled drinking experience” among 70 % of the target market .



To enhance social media footprint by 100 percent on twitter and ,instagram . The objective would be to increase followers on twitter from current 27900 to 55800 , increase followers on instagram from current 88700 followers to 176,000 followers.



To position Fever Tree brand as a high quality product offering unrivalled drinking experience .

The business objective of achieving a 100 percent increase in sales revenue in the UK market will be challenging yet achievable considering the fact that the brand enjoys a strong position and has been able to achieve a significant annual sales growth of over 100 percent in the year 2016 and sales growth of 96 percent in the year 2017. Doubling its sales value in a competitive market and holding its market position will also be an achievement. The objective of increasing the market share from current 39 percent to 50 percent will give a dominant position to the Fever Tree brand widening its presence across both on trade and off trade and helping it secure a strong competitive position. The Fever Tree brand with its integrated marketing communication campaign strives to encourage trial purchases among 30 percent of the target customers . This will be those customers who have never tasted the product relying on low priced mixer brands. The trial purchases will be encouraged primarily 17

by experiential marketing initiatives and supported by other communication tools. The objective of acquiring 10 percent new customers that is 1.1 million by the end of the campaign will be instrumental in achieving the objective of 100 percent increase in the sales assuming that the annual average consumption expenditure on mixers by these 1.1 million customers would be ÂŁ 80 which will total to ÂŁ 88 million . The objective of generating top of the mind brand awareness in terms of brand recall among 80 percent of the target audience is important for encouraging trial purchases among 30 percent customers so that 10 percent conversion takes place . Social media considering its cost effectiveness ability to create a buzz around marketing activities and considering the fact that a significant section of the target audience of the fever Tree brand is hooked to social media including twitter and instagram it is important to enhance the social media footprint by 100 percent .

Pull Strategy

Push Strategy : Trade promotions

1.11. Summary of Financial Analysis and IMC implications Fever Tree sold over 308 million bottles and 76 million cans globally in 2017. The brand has been able to register a significant growth of over 66 percent in terms of sales revenue globally in the year 2017 over

the past year. The brand has been able to achieve a

significant growth of 96 percent in terms of sales revenues in the UK market in the year 2017. Fever Tree has a strong net cash reserves of over £50 million pounds and besides this the group also has access to revolving credit of £10 million from the Lloyds bank and therefore the business is in a strong position to embark upon an aggressive integrated marketing communication program mirroring the promotion budget of rival Schweppes (Fever-Tree Annual report , 2017). Table 4 :Annual Sales Revenues of Fever Tree (2014-2017) Year

UK Market (£ Millions)

Global

market

(£ Millions) 2014

15.7

34.7

2015

20.47

59.3

2016

44.68

102.2

2017

87.8

170.2

Table 5 :Fever Tree percentage growth in sales ( 2015-2017) Year

UK Market

Global market

2015

30.38

70 %

2016

118%

72 %

2017

96%

66 %

Fever trade offers its premium mixer product categories by on trade medium through cafes ,bars ,hotels and restaurants as well as by off trade medium through selected retail outlets such as Sainsbury , Tesco and Waitrose. The sales in UK have been evenly split across both the off trade and on trade mediums with the on trade segment accounting for 49 percent of sales and the off trade segment accounting for 51 percent ( Fever Tree Annual Report, 2017).

IMC implications

In order to decide the budget for integrated marketing communications plan competitive parity method has been used and therefore a proposed budget of ÂŁ 6844281 million as used by leading rival Schweppes, has been allocated for the integrated marketing communication campaign .

1.12. IMC proposal

Well integrated core consistent communication message The integrated marketing communication plan would focus on a consistent core message that the Fever Tree brand is â&#x20AC;&#x153; The best premium mixer for an unrivalled drinking experienceâ&#x20AC;? developed based on carefully chosen exotic ingredients sourced from some of the most exotic locations across the globe for mixing them with premium spirits offering to the customers an unrivalled drinking experience . This will look to emphasize upon the brand statement â&#x20AC;&#x153; If 3/4 of your drink is the mixer , mix with the best.

Timeline , Media scheduling and budgeting Vehicles pulsing scheduling model will be used focusing on combining both continuous and flighting scheduling by resorting to continuous low level of advertising and promotional efforts throughout the year and resorting to heavy expenditure during peak seasons in summers and Christmas (Belch and Belch , 2012) . The integrated marketing communication plan has been designed for the period 1st

January, 2018 to 31st

December, 2018.

Competitive parity method has been used for deciding the budget for the campaign . The total

budget

for the campaign would be £ 6844281 allocated to different strategies in the

following manner .

Table 6 : Total budgeted cost of IMC campaign

Communication tools

Budget

Magazine advertisement

£974,281

Youtube advertisement

£1,250,000

TV Advertisement

£1,950,000

OOH advertisement

£2,400,000

Digital and social media strategy

£100,000

Experiential marketing

£100,000

Public relations activities

£30,000

Trade promotion

£ 200,000

Cost of evaluation

£ 40,000

Total cost

£ 7,044,281

Media vehicles The following total budget allocation for different media has been proposed as follows. 

Digital marketing: The digital marketing program would focus on strengthening the social media presence, optimize the functionality of website , increasing traffic to the website , engage with customers and enhance brand visibility and awareness among youth (Nisar and Whitehead 2016).



TV advertising : The TV advertising besides continuing with the contemporary rendition of the song “fever” will also look to develop TV adverts based on similar themes.



Out of home advertising : This will involve Fever Tree showcasing the various flavours and some of the exotic locations across the globe from where the critical ingredients are sourced.



Public relations activities: Public relations activities of Fever Tree will involve press releases , press conferences and annual reports . 22

Table 6 : IMC scheduling Table 7 : Timeline Jan Feb

Mar Apr May Jun Jul

Aug

Sep

Oct Nov Dec

Magazine Advertisement Youtube advertisement TV Advertising OOH Advertising Experiential marketing Press releases Press Conferences Annual report

2 A Campaign Objectives and Scope 1. Role of IMC Emergence of new media platforms, convergence of technologies and rising advertisement clutter implies that business organizations need to adopt an effective, in depth and integrated marketing communication plan to achieve their business and marketing objectives. According to Shimp (2000) integrated marketing communication can be defined as an unified and coordinated effort by an organization to promote its brand using multiple tools of communication that speak in a single voice. According to Kotler et al. (1999) integrated marketing communication can be referred to as a concept that enables an organization to carefully integrate and coordinate its wide ranging channels of communication to deliver a consistent, clear and compelling message about the business organization and its products and services. Betts et al. (1995) has defined integrated marketing communication as the strategic choice of different marketing communication elements that can economically and effectively influence transactions between the business and its current as well as potential clients and customers. Integrated marketing communication can be described as a process that integrates the wide ranging marketing communications efforts across all the relevant audience points with the aim of achieving greater brand coherence. The Fever Tree brand by incorporating integration in its marketing communication efforts would be able to adopt a planned approach encompassing all its marketing communication activities in a synergistic and coherent manner. By bringing together the different elements of marketing communication in a mutually enhancing and supportive manner Fever Tree brand would be able to benefit from synergistic gains. Integrated marketing communications will enable the brand to benefit significantly in terms of achieving creative integrity,

coherence and

consistency in promotional messages, operational efficiency and greater marketing precision (Pickton & Broderick 2004). Integration of wide ranging promotional mix elements will help the Fever Tree brand to achieve greatest impact in its marketing communications endeavour. An integrated marketing communication effort can help the brand Fever Tree precisely define its target market, develop an appropriate communication and marketing objectives, develop a common set of coherent and consistent message to be delivered across appropriate media channels and evaluate the effectiveness of its marketing campaigns to gain insights about the gains achieved on account of its marketing communication efforts. In order to sustain its growth momentum , maintain its leadership position and secure a competitive advantage it is 24

important that the brand Fever Tree adopts an integrated marketing communication plan to enhance its business performance. An IMC plan can help Fever Tree carefully link the wide ranging communication tools in a planned manner so that the different tools work in a supportive manner, reinforcing the communication message and help the brand reach out to the customers helping them progress ahead through the different stages of the buying process and forge a strongly bonded relationship with the customers (Pickton & Broderick 2004). It will not just help the brand Fever Tree achieve an improved business performance but it will also help the brand in strengthening its brand image and reputation by enhancing awareness, develop a strong positive attitude among the customers and encourage trial and these gains will translate into enhanced sales revenues and profitability for the business. Adopting an integrated marketing communication plan is all the more important in current situation as the market for mixers is becoming more competitive and one of its competitors Coca Colaâ&#x20AC;&#x2122;s Schweppes is beginning to threaten the dominance of the brand Fever Tree.

2. IMC Performance Objectives IMC campaign will seek to strongly influence the behaviour, attitude and perceptions of the target audience and will help the brand Fever Tree penetrate into the UK market. The IMC plan will work in the direction of achieving the business, marketing and communication objectives of the brand Fever Tree . This is critical to the brand sustaining its competitive advantage and strengthening its leadership position in the mixer market in UK. Some of the key objectives that IMC plan will seek to achieve include generating awareness and provision of information about the brand Fever Tree, developing a strong positive attitude , strengthening its brand image and perception and creating a strong base of loyal customers. It is believed that these key objectives will help the brand achieve greater sales revenues and enhanced profitability and an increased market share in the UK mixer market that is gradually becoming more competitive.

3. Objectives of Campaign

Overall business objective 

To strengthen its leadership position in the UK premium mixer market and achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175,556,454 for the year 2018.

Marketing objectives 

To achieve trial purchases among 30% of the target audience .



Acquire 10 % new customers that is 1.1 million by the end of the campaign .



To increase its market share in the UK mixers market from current 39 % for the year 2017 to 50 % for the year 2018.

IMC Objectives 

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .



To position Fever Tree brand as a high quality product offering unrivalled drinking experience .

Despite the fact that the brand currently enjoys a strong leadership position in the UK market the impending competitive threats cannot be undermined and brands such as Coca Cola owned Schweppes are capable of threatening the leadership position of Fever Tree. Thus the IMC campaign will be focusing on strengthening its position of dominance by striving to achieve a 100 percent increase in its sales revenues over the campaign period . Although the Fever Tree brand has been achieving a strong growth over the past few years replicating its past performance itself in a competitive environment will be a strong achievement . Another key business objective would be to enhance its market share by 11 percent in the UK market from the current 39 percent to 50 percent. These objectives could be achieved by focusing on 26

brand building activities, developing greater brand awareness and strengthening the positioning of the brand as premium quality mixer brand. The key marketing objectives for the Fever Tree brand include achieving trial purchases among 30% of the target audience and acquiring 10 % new customers that is 1.1 million by the end of the campaign . This would be achieved by primarily emphasizing on press releases about new launches , experiential marketing and advertisements on TV , Youtube and OOH . The key IMC objectives would be generating top of the mind brand awareness in terms of brand recall and this would be achieved by way of advertising on TV , OOH , and magazine adverts . Considering the weak social media presence the brand would be focusing on enhancing its social media footprint by 100 percent on twitter and instagram . This will help in engaging with the target audience , develop relationship and strengthen the positioning of the brand .

Target Market and Consumer Profiles ď&#x201A;ˇ

Target Market :Fever Tree by pioneering the high quality mixers developed by combining the manufacturing expertise and exotic naturally chosen pristine ingredients will look to target customers who value taste and are strongly influenced by status motivation and would be unwilling to substitute high quality premium priced mixers with low priced low quality mixers for their premium spirits. The brand therefore will be focusing not only on retaining the existing customers but will also look to target customers who have been using substitute mixer brands available at lower prices. The brand would seek to target both male and female customers in the age group of 18 to 55 belonging to higher and middle income categories , are adventure seeking , strongly influenced by status motivation and social conformity motivation , are strongly active on social media and who value premium high quality products and a cosmopolitan lifestyle. Based on data from the National readership survey the UK population can be categorized as follows .

Table 8 : UK population, Social grades

( Source : National Readership survey ) Fever Tree will look to target the AB social grade population . On account of lack of relevant and reliable data for the mixer market in UK the target market for the Fever Tree brand has been derived from the market for premium spirit brands in UK . According to the total market for alcoholic beverages in UK is 55 percent of the population out of which premium spirit constitute 30 percent . So considering the current population of 66.5 million the total number of consumers consuming premium spirits turns out to be 11 million . As the mixers are used as a pairing with the spirits this can be considered to be the target market for the Fever Tree products . ď&#x201A;ˇ

Customer insights :The ABC model of attitude change offers significant insights about consumers evaluation of the brand and therefore a strong understanding of the different components is critical for facilitating a positive attitudinal change in the target customers. Affective component reflects upon the feelings and emotional aspects of customers towards the brand . The behavioural component reflects upon how the customers behave or act when exposed to the brand. Cognition reflects upon the beliefs and knowledge that customers have about the product. The IMC campaign strongly focuses on developing a strong positive attitude towards the fever Tree brand. The integrated marketing communication campaign would be focusing more on affective component and cognitive component (Shimp, 2016 ). Developing positive feelings and a strong emotional bond with the brand will help Fever Tree offset the competitive threats, strengthening its competitive position and secure customer loyalty. The IMC campaign will also seek to strengthen the beliefs of customers 28

about the commitment of the brand towards offering to the customers high quality products. The AIDS model will be used to guide the integrated marketing communication plan and an attempt will be made to expose customers at the different stages of the model. In the initial stage of awareness press releases, OOH , advertising, experiential marketing will be resorted by the brand Fever Tree. Once a significant brand awareness has been developed the campaign would seek to generate interest in the brand and this would be achieved primarily by organizing events and social media marketing. During the desire stage the effort would be on stimulating the desire of the customers and the focus of the campaign would be to convert customers liking for the brand into purchase. The ingredient hunting stories, pairing with some of the well known premium spirits and associations with some of the reputed brands would be leveraged to stimulate desire. The final stage of the hierarchy of effect is the action which actually results in customers engaging with the brand and making purchases. In order to ensure that customers makes purchases and engages with the brand the social media sites would be leveraged diverting traffic to the website that will provide information about the various products available, recent product launches and information about the retailing partners, cafes, restaurants where the wide ranging product 

categories

Fever

Tree

would

available.

Customer profile :Despite the fact that the existing customers of the premium spirits brands in UK are predominantly male there are significantly large number of female customers as well and therefore the customer’s profile of a typical Fever Tree product would be as follows . 

Stewart ,aged 35, working as a fashion designer and belongs to the AB social group . He earns a high salary of £80,000 annually . Stewart is tech savvy and leads a cosmopolitan , adventurous lifestyle . He has strong networking capabilities, demonstrates status seeking motivation, engages in consumption of high quality branded products and is a social media freak .



Rebecca aged 28 , is a marketing manager , in a financial services company based in London . She works in a deadline oriented stressing environment often grappling with the work life balance challenges . She desires to leads an indulging lifestyle , loves socializing and travelling to new places and is strongly active on social media sites.

Branding issues The Fever Tree brand developed by Tim Warrilow and Charles Rolls dominates the mixer market in the UK primarily on account of its high quality and positive word of mouth publicity . However the brand has failed to develop a strong brand image and reputation relying to a significant extent on the generation of complementary effect with the paired premium spirits. In the light of heightened competitive threat from its arch rival Coca Cola owned Schweppes it is important for the Fever Tree brand to come out of the shadow of being a complimentary product that is paired with premium spirit brands. The brand would need to strongly communicate its market offering by engaging in brand building exercise , generate significant brand awareness and resonate well with the target audience. It would need to emphasise upon the fact that the brand is indispensable in the customers experiencing an unrivalled drinking experience. The integrated marketing communication campaign would need to focus on not just retaining the existing customer base but will also need to target non customers by emphasising upon its core marketing proposition that if customers are seeking to consume the best premium spirits brand Fever Tree is the best choice. The Fever Tree brand has been analyzed using the Brand Wheel that offers strong insights about the brand in terms of its values,

essence,

attributes that can be leveraged in

development and delivery of the integrated marketing communication campaign. ď&#x201A;ˇ

Brand name : Despite the fact that the brand name Fever Tree does not sound stylish and contemporary which is critical for forging a strong relationship with the target audience the name has been derived from the colloquial name of the Cinchona Tree which produces quinine a critical ingredient used in developing tonic water. This information is something that the brand has not been able to use much in its marketing communication efforts apart from mentioning it in the website . The IMC campaign can make use of this information in social media marketing, sponsorships and digital marketing campaigns.

ď&#x201A;ˇ

Vision: The vision of Fever Tree brand is to be the leading supplier of premium quality carbonated mixers globally.

ď&#x201A;ˇ

Mission : The brand is strongly committed to combining naturally sourced best quality ingredients along with their manufacturing expertise for offering to their valued customers an unrivalled drinking experience. 30



Attributes: Some of the key attributes that can be associated with brand Fever Tree include premium pricing, premium tonic water, stylish and sleek designed bottles , prepared from naturally sourced ingredients and unique flavour and taste.



Benefits : By offering to the customers unique taste and flavour the Fever Tree brand strives to enhance the drinking experience of customers.



Values : The Fever Tree brand focuses on offering to the customers exceptionally high quality premium tonic water developed from finest pristine ingredients.



Personality: Fever Tree can be described as a brand that is authentic , strong , bold and caring. The element of authenticity and caring emanates from the fact that significant efforts are made for searching some of the finest pristine ingredients to develop high quality taste and flavour .



Organizational culture: The organizational culture of the brand Fever Tree can be described as being innovative, creative and reflects a strong commitment for offering to the customers a high quality product.

 Brand Positioning statement : “ The best premium mixer for an unrivalled drinking experience”  Brand essence : “Premium exotic mixers .”

The Fever Tree brand currently is perceived as a high quality brand paired with premium spirit brands . However the brand needs to enhance the positioning to reinforce the current positioning by generating strong awareness about its endeavour and commitment in the direction of offering to its customers an unrivalled drinking experience.

2 B Communications and Campaign Strategy Message Development : The creative messages flowing through the diverse channels would focus on delivering a common set of consistent message that the brand is strongly committed to delivering highest quality premium mixer prepared from exotic pristine ingredients that can be paired with the premium spirit brands to offer an unrivalled drinking experience to the valued customers . The creative advert will display some of the most prominent and popular products from the Fever Tree portfolio also providing information about the locations from where the natural ingredients chosen for preparing the brand have been sourced. This will help in reinforcing the brand values and developing a stronger brand reputation . The Brand Positioning statement “ The best premium mixer for an unrivalled drinking experience” will form the core of communication message across different media vehicles . The brand essence of being a

“Premium exotic mixers” will be

emphasized upon . 

Message for stakeholders :A strong focus on delivering communication message for stakeholders is significant as they will be critical in achieving success in implementing the integrated marketing communication campaign. The brand Fever Tree will particularly be focusing on members of distribution channels , strategic partners such as airlines companies like Virgin Atlantic and British Airways and employees on account of their high involvement in the campaign. Teleconferencing with strategic partners and members of distribution network including personnel of retailing partners like Tesco, Sainsbury and Morrisons and key employees of cafes and restaurants will be conducted to enhance their understanding of the critical objectives and purpose of the campaign and their role in the implementation. Key Employees of the organization will be invited in a boardroom meeting where the key aspects of the integrated marketing campaign will be discussed and their role will be explained. The employees will be motivated to perform to the best of their abilities and besides providing information about the campaign, the meeting will focus on stressing upon the vision , mission , heritage and legacy of the brand.

Communication Channels and tools



Advertising :Advertising remains the most popular

promotional tool used by

business organizations globally to generate brand awareness and inform the target audience about the brand causing a significant pull effect (Shimp, 2016 ). The campaign message will repeatedly feature in the advert creatively developed by the Fever Tree brand. The focus will be on strengthening the brand positioning of Fever Tree as a premium mixer brand. A combination of TV

advertising , magazine

advertising and OOH advertising will be used by Fever Tree in a bid to influence the brand choice among the target audience. Advertising will also help the brand achieve greater exposure as it can influence audience even outside the target market. Considering the immense success achieved by the “ Fever “ song advertisement it will be prudent to continue with the advertisement. The commercial growth fund scheme of Channel 4 offering an opportunity for brand development for high growth companies will be leveraged. Thus the cost of advertisement on TV will be significantly reduced and besides this the wider coverage of Channel 4 across UK can be used to reached to a broader audience. The advertisement on TV will reflect upon the emotional connection between the iconic brand Fever Tree and the iconic song “ Fever “ originally sung in 1958 by Peggy Lee . The contemporary re recording of the song in an ambient bar atmosphere sung by Angela Ricci with infectious beats will seek to generate a strong brand awareness besides stirring a feeling of nostalgia among the target audience. Prime time slots will be reserved for broadcasting the advertisement on TV channels that the target audience are believed to be watching the most. OOH advertising will make use of billboards placed strategically at some of the busiest locations in market places and tube stations in London where the target audience’s footfall is believed to be significant . Billboards will be used as a part of OOH advertising and in order to pursue this London’s ten busiest stations Oxford Circus , Waterloo , King’s Cross St. Pancras , Liverpool STreet London Bridge , Victoria , Canary Warf , Paddington , Bank and Monument and Stratford will be used for placing advertisements ( Smith, 2018). This will help in not just maximizing the reach of the brand among the target audience but will also help in generating brand awareness and brand recognition. The bill board advertisements by getting the Fever Tree brand exposed to the target audience on a daily basis will help in providing 33

information about the brand and the unique flavours and therefore will also be helpful in influencing attitude change. The choice of the tube stations has been made considering high average monthly footfall of customers and also in consideration of the fact that a significant percentage of the target audience make use of this medium for commuting. The billboard advertisements will be changed on a monthly basis and rather than relying on a standardized advertisement . Repeated exposure to the brand will result in significant attitudinal influence , will induce trial and will lead to the brand being embedded in the minds of the target audience and this is likely to result in strengthening of positive brand attitude among the target customers. Magazine advertising will resort to carefully chosen magazines that are believed to be widely read by the target audience as this will help in reducing the cost and enhance the effectiveness of the advertising message. Magazine adverts will showcase the different flavours and will provide information about the natural pristine ingredients used along with information about the prices and attractive offers . Two magazines “The Grocer” and “Cosmopolitan” have been chosen in consideration of the fact that these magazines are widely read by the target audience and therefore it will help in generating significant brand awareness. Both these magazines are widely circulated. Magazine advertising campaign will be carried out for an eleven month period from February to December. No advertisements will be done in January considering that the festive season of Christmas and New Year ends by this time and the sales are likely to be low. 

Digital Marketing : Proliferation of social media and convergence of technologies has resulted in wide spread use of digital marketing by brands to develop stronger relationship with customers and create loyalty among customers (Shimp, 2016 ). Digital marketing element on account of its cost effectiveness will be used by Fever Tree significantly to communicate the portfolio of products, its brand heritage and stories about sourcing of ingredients. Digital marketing is an interactive marketing tool capable of engaging the target audience, leading to a stronger relationship with the existing as well as potential customers. Digital marketing tools used in the IMC campaign would include Youtubeadvertising , banner ads , Website optimization and search engine optimization besides leveraging the capabilities of networking sites to divert traffic to the website of the Fever Tree brand. Social media influencers will be initially targeted who would be influencing the target customers . You tube advertising strategy will involve developing a 30 second non skippable advertisement 34

that will be streamed on Youtube. This will help the brand generate enhanced awareness among the target audience. The 30 second advertisement would showcase the wide range of mixer products that can be combined with premium spirits to offer an unrivalled drinking experience. The advertisement will also feature images of landscapes from where some of the natural pristine ingredients are sourced. The advertisement will also seek to divert traffic to the website of the Fever Tree brand by providing the link of the website. The Youtube advertising will take place across the campaign period and besides being cost effective the choice of the media has also been influenced by the fact that digital marketing techniques are extremely popular among the target audience. The Fever Tree brand will make use of banner ads comprising of visually stimulating images of various products including new launches, clips from TV advertisements and magazine advertisement, images of the brand Fever Tree served in some of the most popular cafes and restaurants and some of the prestigious airlines like Virgin Atlantic and British Airways. The images and clips in the banner ads will continue to change in accordance with a pre set time gap. The banner ads besides enhancing brand recognition and generating brand awareness will also serve to divert traffic to the website that will offer comprehensive information about the vision, mission and history of the brand as well as provide information about the different products and flavour along with their perfect pairings. The website of the brand Fever Tree will also have information and stimulating images of the locations from where different ingredients are sourced and will also have images of the actual captivating pictures of extraction of some of the most exotic ingredients. Search engine optimization will be used to ensure that the brand ranks high when customers seek information about the brand, tonic water , mixer brands as well as alcoholic beverages. 

Experiential marketing : Experiential marketing will facilitate Fever Tree brand to engage with the target audience on a personal basis and record their experiences at the various events that will be sponsored by the Fever Tree brand. The customer’s experiences could be leveraged using social media’s networking capabilities and this will be capable of influencing the attitude and behaviour of the target customers.



Public relations: Public relations activities in recent times is emerging as a powerful tool that enhances the credibility of the business and helps develop a strong brand image and corporate reputation. As a part of its public relations activities the Fever

Tree brand will engage in press releases and provide information about its social responsibility initiatives and sponsorship programs aimed at well being of the poor and distressed sections of the society. This would include offering medical assistance and relief work in some of the areas from where the brand sources critical ingredients for its products. Press releases will be a focused aspect of public relations exercise and will serve as a way of developing strong relationship with media. This will also help in offering greater information about the new product launches, informing about the strategic partnerships and awards and recognitions and information about forthcoming events and sponsorships. This will help in generating strong brand awareness, stimulate interest in the brand , encourage trials and enhance brand reputation and image. Press releases will also serve as a medium to communicate with the stakeholders, keeping them engaged and well informed about the developments, forge stronger relationships, develop trust and enhance reputation. The press releases will also help the brand gain credibility and help shape a positive attitude among the target audience by providing information to them about the corporate social responsibility initiatives undertaken by the Fever Tree brand.

Integration Strategy

In order to achieve success in its integrated marketing communications endeavour it is very important that the wide ranging tools of communications and channels are well integrated, are mutually supportive and synched so that a common set of core, consistent message is delivered.

ď&#x201A;ˇ

Vertical integration :The IMC campaign will strive to achieve vertical integration by ensuring that the vision and mission of the brand Fever Tree guide the setting up of marketing and communication objectives which are sought to be achieved by use of appropriate marketing strategies which are well aligned with the channels used, choice of media, messages conveyed and tactical measures adopted. Thus the IMC campaign will ensure that the marketing and communication objectives are guided by the business objectives and are strongly supported by the marketing strategies adopted. In order to achieve this significant consideration will be made with regard to 36

development of message to be conveyed and choice of media and channels to be adopted. For example strategic partnerships for co promotions will be forged only with premium spirit brands (Pickton& Broderick2004). 

Horizontal integration : Horizontal integration will be achieved by ensuring that different strategies adopted for marketing and the different channels used convey a common set of core consistent message and therefore a brand book will be developed that will have information about the messages to be conveyed, colours and fonts of logos to be used and an attempt will be made to ensure that the different marketing channels and media use similar communication elements mutually complementing each other , offering the brand Fever Tree synergistic gains.

Appeals used in advertising or creative message. Fever Tree will incorporate a combination of rational, security, emotional and moral appeal to strike a chord with the target audience. 

Rational appeal: By mentioning its accolades and awards and customers reviews such as serving in “seven out of top 10 restaurant globally”, “top trending tonic water” , “best selling tonic water” etc. The mention of exotic, natural and pristine ingredients will reinforce the rational appeal and besides this emphasising upon its partnerships with leading UK retailers, collaboration with Virgin Atlantic airlines and some of the premium spirit brands like Johnnie Walker will be effective in the use of rational appeal. Use of rational appeal will be significant in targeting customers who value high quality products and will also help the brand penetrate into the non user target market.



Emotional appeal: Emotional appeal has the capability of evoking positive affective feelings and strike an emotional bond with the customers (Kotler and Keller, 2016). In order to appeal emotionally , the Fever Tree brand could emphasise its ingredient searching endeavours that would communicate the brands commitment to provide the highest quality products to its customers. This will focus on developing a nostalgic feeling among the target audience and the advertisement featuring the song “Fever” could be significantly effective in implementing this appeal.



Moral appeal: By emphasising upon its corporate social responsibility initiatives including ethical sourcing , initiatives in the direction of supporting responsible

drinking campaigns and “ No more malaria” campaigns and efforts towards reducing carbon emissions can be of significant help in generating a moral appeal. 

Security appeal: Mention of the fact that the brand Fever Tree relies on natural ingredients and avoids use of artificial sweeteners and preservatives making the product highly safe and of high quality will help a great deal in generating security appeal among the target audience. Besides this the company can offer a detailed description of its manufacturing expertise including images of some of the advanced techniques used in preparing the mixer will also help in reinforcing the security appeal among the target audience.

Pull and push strategy The IMC campaign will leverage the synergistic gains of both pull and push strategies to achieve the campaign objectives. 

Push strategies : Push strategies will focus primarily on the members of the distribution channel and retailing partners (Kotler and Keller, 2016). Attractive trade promotion measures will be made use of by the brand Fever Tree so that the retailing partners offer prominent shelf space for displays and persuade the customers to prefer the Fever Tree brand. Another critical element of the push strategy would be forging strategic partnerships with some of the premium spirit brands like Johnnie Walker who would be persuaded to promote the Fever Tree mixer brands to be consumed with their premium spirit brand. There will be a stronger focus of the Fever Tree brand on strengthening its relationship with restaurants, bars and hotels by offering them attractive margins as this will be critical for the Fever Tree brand in achieving increased penetration and enhanced sales volume in the UK market . Implementing push strategies would not be difficult for Fever Tree considering the fact that the brand is well established and enjoys a strong reputation for high quality.



Pull strategies: The pull strategies will look to attract the target audience, encourage non users to try the brand , will seek to achieve greater brand awareness and will look to achieve strong favourable attitudinal change. Advertising, digital marketing, public relations activities ,sponsorships and experiential marketing strategies will be primarily used to implement pull strategies. The combined use of both the pull and

push strategies will enable the Fever Tree brand to achieve its marketing and communication objectives (Keller, 2012 ).

Distribution strategy The distribution strategy of the Fever Tree brand would strive to focus on the exclusivity factor so that the premium high quality positioning of the brand does not get eroded . The brand would therefore look to target top restaurants, cafes and retailing partners. It will look to attract some of the other reputed retailing chains that are at par with the current retailing partners and cafes and restaurants. In order to enhance its sales revenues Fever Tree will undertake a range of trade promotion measures. Attractive discounts will be offered to retail stores for bulk buying and placing large orders . Besides this the margins offered to them will be more attractive in comparison to what is currently being offered to them by competitive brands . Besides this the different retail stores, cafes and restaurants will be offered an opportunity to enjoy a vacation for two to one of the locations from where Fever Tree sources its natural ingredients. The top performing 50 retailing partners including restaurants, cafes and retail stores will be selected based on the sales revenues that they are able to generate. This will serve as an incentive to not only offer a prominent shelf space to the products of Fever Tree but will also encourage them to work in the direction of enhancing the sales. This will aid in increasing brand awareness and achieving an increased sales revenues .

2 C Integrated Marketing Communication Campaign Delivery The total budget for the integrated marketing communication has been decided considering the budget of £ 6.8 million allocated by the arch rival Schweppes in 2016 ( North, 2016). The budget for the proposed IMC campaign has considered the fact that Fever Tree would need to slightly enhance the budget as Schweppes would have been able to leverage the marketing infrastructure of parent firm Coca cola which is not present in case of Fever Tree and the budget has also made consideration for rise in prices of media vehicles and therefore the budget has been increased slightly to £ 6.8 million for the proposed campaign.

Advertising : Key objectives to be achieved 

Contributing to achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175,556,454 for the year 2018.



Achieving trial purchases among 30% of the target audience .



Generating top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .

Advertising has been regarded as the most significant communication tool for generating brand awareness and persuading target audience for purchasing the product. Besides offering the benefits of mass reach and long lasting impact the tool also assures target audience of the quality standards and consumers feel confident while buying a product that has been advertised. Although the Fever Tree brand will be resorting to different tools, television advertising will be the focused area. 

Strategy 1 Magazine advertisement : The 2 magazines that have been chosen for advertisement include “GQ” and “Cosmopolitan” as they are widely read and have higher circulation which will facilitate increased brand awareness about the Fever Tree brand and its wide ranging products among the target audience. Cosmopolitan is a women’s monthly magazine and based on data for the year 2015 the magazine has been able to significantly enhance its circulation by 57 percent over the past year to reach a circulation of 405308 and the sales are likely to rise in future as the magazine has reduced its cover price from £3.80 to £1 and also engages in promotional 40

activities (Ponsford, 2016). The rate for advertising will be £ 44 000 for multi coloured full page per issue. GQ (Gentlemen’s Quarterly is another leading fashion and lifestyle magazine in UK reputed for high quality award winning contents related to technology, grooming and food and beverage across multiple platforms including social media, digital as well as print. The magazine has a gross reach of over 4.1 million including 1.3 million social media followers . The average age for magazine advertisement is 34 years and the magazine is read by 80 percent of ABC1 group and 41 percent of AB group. The magazine is particularly relevant for food and drinks businesses and the team of food experts Paul Henderson and Bill Prince review more than 100 bars and restaurants in UK . The choice of the magazine was made on account of the fact that the magazine has the largest share in UK food and drinks advertising. The rate for magazine advertising will be £ 44,571 for inside cover full page per issue ( GQ Media Pack, 2018). Magazine advertising campaign will be carried out for an eleven month period from February to December. Advertising in February before onset of summer months will result in significant positive impact on sales during summers. The magazine advertisements done in December will significantly influence sales during festive seasons and considering the fact that sales are low during winters and the festive season ends by December no advertising will be done in January . The total cost to be incurred on magazine advertisement would be £974,281 which will be evenly split on the two magazines. period



Strategy 2 Youtube advertising : Considering the cost effectiveness of the media the Fever Tree brand will resort to Youtube advertisement for the entire campaign period. The Youtube advertising strategy will focus on showcasing the ingredient hunting stories, exotic locations and the different variants , newly launched flavours and video clips of TV advertisements. The advertisement will be in the form of a 30 second non skippable advertisement that will be streamed on Youtube that will help the brand generate enhanced awareness among the target audience (McLeod , 2018).. The 30 second advertisement would showcase the wide range of mixer products , feature images of landscapes from where some of the natural pristine ingredients are sourced and by providing a link to the website the advertisement will divert traffic to the website. Youtube advertising will be done for the period January to December . The 41

ads on Youtube will be placed prior to some of the most popular Youtube videos including songs, tourism and videos related to hospitality. The Youtube advertisements can potentially reach around 1.5 billion viewers daily and a significant proportion of the Fever Tree target audience are active social and digital media users. In order to monitor the reach of the advertisements Google adwords will be used and this will offer significant insights related to viewership including number of views, duration of stay, engagement rate and the popular videos. Google adwords will also offer information about the click performance and traffic to the website because the Youtube videos will also feature a link to the website of the Fever Tree brand. Featuring the TV advertisement clips on the Youtube and providing the link of the website is a strategy that will facilitate horizontal integration leading to significant synergistic gains for the Fever Tree brand. The total cost to be incurred on the youtube advertisements will be £1,250,000 . 

Strategy 3 Television advertising : Fever Tree will be making use of the existing television advertisement running successfully on Channel 4. The advertisement has proved to be immensely successful, generates emotional appeal and is also cost effective as the advertisement is running under the scheme of Channel 4 that seeks to promote high growth companies. Fever Tree by saving the money expenditure on TV advertising can look to allocate greater budgets to other communication media. The TV advertisement will look to attract the target audience offering them a change from the monotony of life. The advertisement will be featured during peak hours and during programs that enjoy significant television rating points. The television advertisement will be featured twice a day during January to December . Considering the huge popularity of Channel 4 among the target audience it is believed that the television advertisement will be highly effective in enhancing brand awareness and targeting new customers . The TV advertisement of the brand reflects upon the emotional connection between the iconic brand Fever Tree and the iconic song “ Fever “ originally sung in 1958 by Peggy Lee ( Hopkins, 2015) . The contemporary re recording of the song in an ambient bar atmosphere sung by hugely popular Angela Ricci with infectious beats, besides stirring a feeling of nostalgia also

seeks to

generate a strong brand awareness. The television advertisements would benefit from the commercial growth fund scheme of Channel 4 and therefore the total cost to be incurred on TV commercial will only be £1,950,000.



Strategy four OOH (billboard advertisement): Billboard advertisements will be used predominantly for Out Of Home advertising. The billboards will be featured at some of the most busiest tube stations in and around London. Billboard advertisement is significant because a significant percentage of target audience including both male and female use this mode of transportation and besides aiding in brand recall and brand recognition the billboard advertisements will serve as a channel of informing customers about launching of new products,

providing information about the

different ranges and besides this billboard advertisements will also be used as a medium for promoting upcoming events , public relations exercise and experiential marketing activities. Billboard advertisements will also facilitate horizontal integration as some of the still images from television and magazine advertisements will be used in billboard advertisements. Appropriate changes will be made on a monthly basis, focusing on the newly launched products ranges and the upcoming experiential marketing and public relations activities. Billboards will be placed on London’s ten busiest stations that will include Oxford Circus , Waterloo , King’s Cross St. Pancras , Liverpool STreet London Bridge , Victoria , Canary Warf , Paddington , Bank and Monument and Stratford ( Smith, 2018). Considering the combined annual entry and exit of 712.9 million people on the tube stations it is believed that the bill board advertisements will be seen by at least 50 percent of the target customers that is 356 million during the entire campaign period ( Smith, 2018). The billboard advertisements will be carried on for the months March to December considering the fact that the brand will organize events and experiential marketing campaigns during the lean months of July to September and in January to March . The total promotional budget for the OOH advertising will be £2400000 .

Table 9 : Cost and frequency Magazine advertisement Frequency – One advertisement per issue in both the magazines Magazines

Cost per issue

Total cost for 9 issues

Cosmopolitan

£ 44,000

£ 484,000

£ 44,571

£ 490,281

Total cost

£ 88,571

£ 974,281 43

Youtube Advertisement Cost Frequency – 5 million Expected viewership 30 second non skippable advertisement £ 0.25 x 5000,000 = £ 1,250,000 Total Cost £ 1,250,000

Television Advertisement Cost Cost per spot for a 30 second spot - £15000 Total number of ad spots = 365 x 2 = 730 Total Cost of advertisement = 730 x £15000 = £ 10,950,000 Grants under Channel 4 commercial growth fund £ 9,000,000 Total cost to be incurred on TV advertisement £1.950,000

Cost of OOH advertising - Frequency – 2 months on each tube station Tube station

15x48 advert size Cost / Total cost for 2 months Month

Oxford Circus

£120,000

£240,000

Waterloo

£120,000

£240,000

King’s Cross St. Pancras

£120,000

£240,000

Stanford

£120,000

£240,000

Liverpool STreet

£120,000

£240,000

London Bridge

£120,000

£240,000

Victoria

£120,000

£240,000

Canary Warf

£120,000

£240,000

Paddington

£120,000

£240,000

Bank and Monument

£120,000

£240,000

Total Cost

£1,200,000

£2,400,000

Table 10 : Timeline Jan Feb

Mar Apr May Jun Jul

Aug

Sep

Oct Nov Dec

Magazine Advertisement Youtube advertisement TV Advertising OOH Advertising Oxford Circus Waterloo King’s

Cross

St. Pancras Stanford Liverpool STreet London Bridge Victoria Canary Warf Paddington Bank

and

Monument

Digital and social media marketing strategy Key objectives 

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Contributing to achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175,556,454 for the year 2018.

ď&#x201A;ˇ

Technological advancements in recent times have resulted in a paradigm shift in how business organizations communicate with their target audience. Social media proliferation has emerged as a strong influence on the buying decision and therefore business organizations are increasingly getting attracted to enhancing their presence on social media sites for reaching out to their target customers. Digital marketing strives to make use of technological advancements for developing a stronger understanding of customers needs and preferences, gain insights about their attitudes and using these insights to improve their marketing offerings and service quality standards. The Fever Tree brand will be making significant use of digital and social media marketing for reaching out to the target audience, engaging with them, generating greater brand awareness and pave way for greater customer loyalty in a cost effective manner. Digital marketing strategies can be tracked and measured in a cost effective manner and besides improving brand awareness , attracting customers and encouraging trial it will serve as a way to reach out to non customers as well . A budget of ÂŁ100,000 has been allocated for digital and social media strategy .

ď&#x201A;ˇ

Strategy 1 Twitter and Instagram : Social media on account of its huge popularity , wider coverage and cost effectiveness is increasingly being used by brands for reaching out to their customers. The brand Fever Tree currently has around 27900 twitter followers and around 88700 followers on Instagram as compared to around 1000 followers of Schweppes on twitter and 4400 followers on Instagram .In order to enhance awareness about the brand, encouraging trials and acquiring new customers social media influencers are increasingly being used and therefore Fever Tree will make use of social media influencers who have a strong social media presence on social media sites Twitter and Instagram where they have a huge following and their reviews about the brands significantly influence people. Fever Tree will look to make use of Instagram influencers, beer reviewers and bloggers like @realalecraftbeer , @craftginclub and @honestbrew. As far as Twitter is concerned the Fever Tree brand will look to collaborate with Emma Stokes @ginmoneyuk for inspiring followers to prefer the Fever Tree brand. Instagram has proved to be an attractive social media tool for beverage companies to reach out to their target audience keeping them engaged and updated about latest products news and events. The objective related

to Twitter social media would be to be the number one trending topic in UK during 46

the experiential marketing events and increase web traffic by 50 percent following Twitter trending. 

Strategy 2 Banner ads and Google adwords : Customized banner ads will be featured on some of the most popular websites and online magazines related to the beverages and food and drinks industry and Google adwords will be used for maximizing the reach. The banner ads besides featuring visually stimulating images of the various product ranges including newly launched product ranges will also offer information about the forthcoming events aimed at promoting experiential marketing. The banner ads will comprise of visually stimulating images of various products including new launches, clips from TV advertisements and magazine advertisement, images of the brand Fever Tree served in some of the most popular cafes and restaurants and some of the prestigious airlines like Virgin Atlantic and British Airways. The images and clips in the banner ads will continue to change in accordance with a pre set time gap. The banner ads besides enhancing brand recognition and generating brand awareness will also serve to divert traffic to the website. Cost of digital and social media strategy

The total budget for digital and social media strategy will be £100, 000



Promotional marketing : Promotional marketing has proved to be an attractive marketing strategy used by marketers for enhancing brand awareness and increasing sales and encouraging trials. Fever Tree will make use of Experiential marketing technique and sponsorships for reinforcing its brand positioning, interacting with the target audience , stimulate consumers interest and informing target audience about newly launched product ranges. Experiential marketing has been referred to by different terms such as events marketing, brand engagement and brand experience. The experiential marketing activities of the Fever Tree brand will be supported by digital amplification implying that they would be well integrated with the social media platforms resulting in a synergistic gains. Linking experiential marketing initiatives with social media activities will beside resulting in customers engagement with the brand will also stimulate interest , provide value for the brand and will facilitate success of experiential marketing activities. The experiential marketing strategy has been allocated a budget of £100,000 and this will be spread evenly on 4 47

events that have been planned during the Manchester Food and Drink festival, London Cocktail week, British Museum and Goodwood festival of speed.

Strategy 1 Experiential marketing :

Experiential marketing: Key objectives to be achieved 

To achieve trial purchases among 30% of the target audience .



Acquire 10 % new customers that is 1.1 million by the end of the campaign .



Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .



The experiential marketing initiative of Fever Tree will involve collaborating with other organizations for launching events titled “ Creative immersive Game “ and “ Fever Tree Gin Schools “ in order to promote its newly launched range of products. The game will seek to immerse the guests in the history of the brand Fever Tree and will educate and inspire them about the locations from where ingredients are sourced. The compelling experiences of the customers will not only entertain them but will also educate them, seeking to create brand ambassadors out of the target audience leading to word of mouth publicity. Social media channels such as Twitter and Instagram will be used for generating publicity of the event and inform about availability of tickets. The Fever Tree brand will look to leverage the capabilities of drink themed festivals and sporting events to conduct short duration events such as the “Fever Tree gin school” where members of the public will be guided about the various brands of gin and the mixer categories that augurs well with the particular category of gin. The participation fees for such schools will be $ 50 and will include complementary gin goodies and unique experience of tasting and blending. Manchester food and drink festival and London Cocktail Week considering their huge popularity among the target audience will be used by the Fever Tree brand for launching its new range of mixer categories and a gin and tonic bar in a specially designed gin garden will serve as a haven for gin lovers and members of public will 48

also be allowed to try their own blend of gin and tonic pairings. Such initiatives and sponsorships of events is likely to generate significant brand awareness for the Fever Tree brand. Some of the other popular London based events that the Fever Tree brand would leverage include â&#x20AC;&#x153;Goodwood festival of speedâ&#x20AC;? as the event attracts luxury lifestyle products including celebrated fast luxury cars. The event reflects exclusivity and will resonate the positioning of the premium Fever Tree brand (Goodwood 2018). The Fever Tree brand can look to actively involve target audience who could be the brand ambassadors. Prior to the event the Fever Tree brand could engage with online influencers. The pictures ,

shares and tweets by powerful influencers will

significantly facilitate brand amplification,

reinforcing the brand positioning and

brand image and reputation. The brand Fever Tree in its quest for searching the best quality ingredients goes to the ends of the Earth and Sicily in Italy has proved to be one such exotic locations from where the brand sources high quality lemons that have been used for preparing one of the top selling flavour Sicilian lemonade. Fever Tree will seek to leverage this fact by engaging in a strategic partnership with British museum that organizes exhibitions where information about such places is provided . Fever Tree brand by partnering with the British museum can attract its target audience by offering them an opportunity to win free tickets for entry to the museum for the exhibition related to Sicily where they would also be offered free Sicilian meal along with the Fever Tree cocktail . The information provided by British museum would be supplemented by information about the ingredient hunting story of high quality lemons from the volcanic mount Etna in Sicily. Association with British museum will lend authenticity and credibility to the brandâ&#x20AC;&#x2122;s communication efforts and will help it generate significant brand awareness. The huge attendance at the different events will expose the brand to a significantly large section of the audience. The intensive and interactive experience at the different festivals will ensure that the customers know a great deal about the brand and during some of the events including Manchester food and drink festival and London cocktail week they will actually get an opportunity to taste the brand (Degun, 2017). It is believed that out of total number of visitors at least 40 percent will be able to have an experience of tasting the different flavours offered by the Fever Tree brand and at least 60 percent would be able to see the brand that will help in enhancing the brand recall and will enhance brand awareness. The pre promotion on social media sites and information available on the website will help in attracting a significantly large section of the target audience. The pre promotions will 49

be able to create a buzz around the Fever Tree brand encouraging customers to make a visit at the event. The Goodwood festival of Speed that takes place in July in UK will offer a unique platform to Fever Tree for achieving its campaign objectives. The expected footfall for the event is 650000 based on past records (Goodwood 2018). Besides attracting the target audience the Fever Tree brand would also benefit from associations with sporting champions, extensive reach via online and print media and integrated digital channels and help leverage social media capabilities. This will help the Fever Tree brand gain significant brand awareness and an opportunity to strongly position its brand as a high quality product. London Cocktail week that takes place in October is expected to generate a footfall of 25000 visitors and this will offer an opportunity to the Fever Tree brand to showcase their wide ranging flavours as well as the newly launched product ranges to the target audience (Degun, 2017). Besides offering the target audience an opportunity to experience the product ranges the event will also aid in enhancing brand image and reputation . The events where the Fever Tree brand will participate will also be broadcasted live on the social media sites and the content will also be shared with the social media influencers. It is believed that engagement with the brand at these festivals will result in significant positive feedback about the Fever Tree brand, will aid viral marketing and will culminate into a significant positive and favourable attitude about the Fever Tree brand enhancing its desired brand positioning. A significantly large number of target audience who have been able to have an engaging positive experience with the brand are likely to share their experience on their social media sites and a significantly large number of them are also likely to be the advocates of the brand. This will facilitate greater awareness about the brand. The experiential marketing initiatives will be used to launch two new flavours by the Fever Tree brand . In April refreshingly light cucumber tonic will be launched and being a delicate crisp mixer prepared from natural ingredients, using natural cucumber essence and perfectly balanced with the signature quinine extracts will be a perfect blend for fresh floral gins and premium Vodka which the customers will relish in the summer months . The Madagascan Cola created specifically for mixing with the finest whiskeys, rums and bourbons will be another addition to the portfolio of Fever Tree brand and it will be a rich blend of sweet Madagascan vanilla, exotic cassia spices from Indonesia and kola nut will be highlighted.

Table 11 : Cost of experiential marketing Events

Estimated cost

Manchester

food

and

drink £25,000

festival London cocktail week

£25,000

Goodwood festival of speed

£25,000

British Museum

£25,000

Total Cost

£100,000

Table 12 : Timeline Events

Jan Feb

Mar Apr May Jun Jul

Aug

Sep

Oct Nov Dec

Manchester food and drink festival London cocktail week Goodwood festival

speed British Museum

Public relations strategy Key objectives 

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .



Public relations strategy

in recent times has become indispensable for business

organizations striving to develop a strong brand image and corporate reputation. Besides attracting new customers, public relations activities reinforce brand positioning, lend credibility to communication efforts, encourage trial purchase and offer synergistic gains in the integrated marketing communication efforts. The public relations strategy would be allocated a budget of £30000 over the campaign. 

Strategy 1 Press conferences : A series of press conferences will be conducted by the Fever Tree brand to achieve positive coverage in the media, offer information about launch of new product ranges, educate key stakeholders about the latest developments , enhance brand image and reputation and develop strong relationship with customers. The press conferences will be conducted by Fever Tree prior to launch of new products and experiential marketing programs and these conferences will be held in the months of January , April, August and December.



Strategy 2 Annual reports and press releases : Press releases will seek to inform the target audience including key stakeholders about the corporate social responsibility initiatives undertaken by the Fever Tree brand. Fever Tree is engaged in CSR initiatives including responsible and ethical sourcing of ingredients, support for non government organizations like “Malaria no more”, support for charitable events like “ Greg Williams exhibition” organized by Cancer research UK ,

events

organized by Elton John AIDS foundation and has also taken initiatives in the direction of waste management by working in close collaboration with government bodies, suppliers, retailers , distributors for reducing carbon emissions and wastes , reuse and recycling of bottles and caps will be emphasized in its public relations activities. Press releases and annual reports will promote such activities . Besides providing information they will serve to enhance awareness , help in developing a 52

positive attitude towards the brand and help generate favourable perceptions about the brand . Six press releases will be published during the entire campaign period. The annual reports of the Fever Tree brand will be another tool under the public relations exercise that will help develop stronger relationship with the key stakeholders .

Table 13 : Public Relations Public relations tool

Cost

Press conferences

£20000

Press releases

£10000

Annual Report

Internal

Total cost

£30000

Table 14 : Timeline Events

Jan Feb

Mar Apr May Jun Jul

Aug

Sep

Oct Nov Dec

Press releases Press Conferences Annual report

Trade promotion strategy The trade promotion measures would be directed at the top 10 retailers whose total number of outlets was 13,000 in 2014 according to the Planet retail (2016) . Besides this the brand will also look to target cafe chains and restaurant chains including pubs . The brand will target 5000 retailers and 2000 cafes and restaurant. A 4 days vacation trip for 2 for top performing 50 retailing partners will be offered and the cost of the trip has been derived from the current offers taking example of a 11 days trip to Italy . The brand will be able to avail discounts

from SOTC for bulk booking. The total cost to be incurred on Trade promotions will be £200,000 and the time line and cost for trade promotion would be as follows .

Table 15 : Trade promotion cost Cost Distributing promotional materials and £20,000 providing information £80,000

Offering discounts

Trip for 2 for top performing 50 £100,000 retailing partners * £200,000

Total cost

(*Trip

based

SOTC

offer

for

Italy

holiday

days

(

Source

https://www.sotc.in/international-tour-packages/europe-holidays/italy-holidays) Table 16 : Timeline Events

Jan Feb

Mar Apr May Jun Jul

Aug

Sep

Oct Nov Dec

Distributing promotional materials

and

providing information Offering discounts Trip for 2 for top performing 50

retailing

partners

Table 15 : Total budgeted cost of IMC campaign

Communication tools

Budget

Magazine advertisement

£974,281

Youtube advertisement

£1,250,000

TV Advertisement

£1,950,000

OOH advertisement

£2,400,000

Digital and social media strategy

£100,000

Experiential marketing

£100,000

Public relations activities

£30,000

Trade promotion measures

£200,000

Cost of evaluation

£ 40,000

Total cost

£ 7,044,281

Achieving acquisition objective of 1.1 million customers Media

Reach

Response

Response Conversion

rate Magazine

Customer

rate

acquired

4,505,308

135,159

1 in 5

27,031

37,000,000

370,000

1 in 8

46,000

700,000

35,000

1 in 3

11,666

advertisement Youtube advertisement Experiential marketing 712,000,000 1%

7,120,000 1 in 20

356,000

Digital and social 800,000,000 1%

8,000,000 1 in 20

400,000

1,188,000 1 in 6

198,000

OOH advertising

media marketing TV advertising Total

19,800,000

1,038,697 ( Reach of social media based on Batisby (2018) Social media statistics )

Return on Investment Based on the financial performance of year 2017 it is evident that Fever Tree earned a profit of £58 million when the total sales revenue was £170 million which implies it is able to make 34% percent of sales revenues as profits ( Fever Tree Annual Report, 2017). Thus 34 % of projected sales revenue target of £ 87,778,227 is £ 29,844,597 . Based on this projection the return on investment can be calculated as following. Total IMC campaign cost

£ 7,044,281

Estimated returns from the campaign

£ 29,844,597

Return on Investment

1: 4.2

2D Evaluation of the campaign This is a critical stage in the implementation of an integrated marketing communications program as it can help in measuring the success achieved towards achieving the objectives of the campaign, identify the relative strengths and weaknesses of the different strategies and will also help in modifying and developing the future campaigns . Besides this, the evaluation also satisfies the need of diverse stakeholders including management and shareholders to gain information that serves as a basis of reflecting upon the accountability of business towards the stakeholders and secure their continued support.

Advertising : Performance indicators 

Contributing to achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175556454 for the year 2018.



Achieving trial purchases among 30% of the target audience .



Generating top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .



Television advertisements: In order to evaluate the effectiveness of the television advertisements an extensive survey will be conducted in London making use of the Bruzzone test that will feature audio and video clips from the advertisement that had been running on Channel 4 . The respondents will be asked whether they recall the commercial of the Fever Tree brand and they will also be asked about the extent to which they are interested in the commercial and how do they feel about the brand Fever Tree. The responses will help analyze the extent of brand recall and brand awareness. Some of the questions that would be included in the survey would involve asking consumers about the brand advertised, channel on which the advertisement was run and the time of the day when it was featured. The respondents would also be asked to rate the advertisement on a Likert scale of 1 to 5.



Magazine advertisement: The magazine advertisement would be evaluated making use of Starch Readership Service method. The eligible readers will be identified and after a three week period of the appearance of the publication interviews will be 57

conducted with a view to determine their awareness and based on their responses they will be classified as read most, read some, associated and noted. The respondents would be exposed to the advertisement and questions would be asked about the content of the advertisement and the respondents would be asked to rate the advertisement and whether the brand was placed appropriately in the magazines or some other magazine would have been a better choice. 

Youtube advertisement : Google analytics tool would be used by the Fever Tree brand to evaluate the effectiveness of the Youtube campaign offering insights in terms of the reach , views , poor performing pages, most visited part etc .

Social and digital marketing : performance indicators 

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Contributing to achieve a 100 % increase in sales revenue from £ 87,778,227 in 2017 to £ 175556454 for the year 2018.



Social media marketing tools of twitter and instagram will be evaluated using Google analytics based on key indicators such as number of views and likes and the comments posted. This can also offer insights about various posts on the social media sites that were effective in driving traffic to the website of fever Tree. Thus the tool can be used to track the website traffic.

Experiential marketing: Key performance indicators 

To achieve trial purchases among 30% of the target audience .



Acquire 10 % new customers that is 1.1 million by the end of the campaign .



Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.



Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market .



The Fever Tree brand on account of its pre promotions will be able to gain access to significant

number

people

twitter

and

instagram

. Thus it is believed that the social media will be able to generate significant 58

awareness about the participation of the Fever Tree brand in the events. As the event goes on for few days many people will also be made aware during the event. Many new users will be recommended the Fever Tree brand by the people who have had brand experience. The experiential marketing initiatives will be evaluated based on visit

and

experience

customers

and

their

feedback

provided

Public relations : Key performance indicators ď&#x201A;ˇ

Generate top of the mind brand awareness in terms of brand recall about the Fever Tree brand among 80 percent of the target audience.

ď&#x201A;ˇ

Develop a strong positive attitude for the Fever Tree brand among 70 % of the target market . The evaluation of public relations campaign would be based on the interactions of the marketing head of the Fever Tree brand who would be involved in the press conferences and his interactions with the media and members of the public would be used as a yardstick for evaluating the press releases. He will be responsible for ensuring that the press releases are organized effectively and a wider coverage of media is assured and the press releases are duly published in some of the major print media channels. The marketing head will also be responsible for ensuring that the message gets delivered within the set time frame and within the stipulated budget allocated for the purpose. Press conferences will be organized to inform the members of the target audience about the latest developments and an important consideration in the evaluation would be the coverage that the press conferences are able to achieve. The annual report will be prepared comprehensively to provide insightful information about the brands activities including its corporate social responsibilities activities. The measurements of public relations activities and strategies would be done based on the impact on traffic diverted to the website of the Fever Tree brand and positive feedback received at the social media sites and increased following on the social media sites twitter and instagram.

Trade promotion Key objectives 

Increase in sales revenue from £ 87,778,227 in 2017 to £ 175,556,454 for the year 2018.



To achieve trial purchases among 30% of the target audience .



Acquire 10 % new customers that is 1.1 million by the end of the campaign .

Trade promotion measures will be evaluated based on comparing sales figures on a monthly basis with the past year sales figures. A sample of 50 retail stores would be used and their sales figures would be analyzed in order to determine the increase in the sales on account of trade promotion measures.

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Appendix 1 Marketing Communications Expenditure of Fever Tree

(Source : North, 2016 )