Saudi Arabian Bionade by hinnyhan

REFRESHINGLY SAUDI ARABIAN

brought to you by

pinnacle advertising agency

table of contents executive summary campaign aims swot pest competitive analysis 5 forces consumer analysis consumer profiles consumer media consumption social media considerations social media advertising considerations distribution shopping centre & refresh zone aircon & mini oasis

whatsapp social media & hashtag competition theme park sponsorship vending machine social media sponsors blog partnership food & beverage festival social media goals airlines saudi arabian airlines & emirates soccer sponsorship media schedule budget & reach evaluation plan references

executive summary The soft drink industry is in a circumstance of decline in the developed world. There has been a consistent decline in soft drink sales in counties such as America by up to 3% per annum. It is this decline that sparked Panicle Advertising Agency to search for alternate markets when seeking to expand the Bionade brand. While many alternatives where considered, the Saudi Arabian market demonstrated the most attractive alternative. Ultimately the Saudi Arabian market was selected due to its high growth potential, lack of competitors and arid climate; all of which indicate the opportunity for Bionade to establish a competitive advantage within the domestic Market. Not only does the Saudi Arabian market suit Bionade, but it was also established that Bionade suits the Saudi Arabian market; with a high receptivity to European luxury products. In order to effectively market Bionade to the Saudi Arabian market Pinnacle conducted comprehensive research into the socio demographics; highlighting three distinct target audiences; the millennial, the family shopper and the luxury shopper. Additional diagnostic tools such as a PEST analysis and Porters Five Forces provided an even greater insight into the existing market and ultimately assisted in developing the final marketing plan. Pinnacle proposes to implement a multi-channel 24 month campaign designed to have maximum reach and engagement with the target market. The campaign will reach over a multitude of channels from social media to outdoor advertising, with an estimated reach of over 57 million people from both Saudi Arabia and around the world. The campaign will have an international flare demonstrating Bionadeâ&#x20AC;&#x2122;s European origins. All elements of the campaign can be progressively evaluated, in order to determine the future direction of that channel and the campaign as a whole. How refreshingly different of us...

campaign aims spreading awareness and integrating bionade into the local culture and lifestyle of the saudi market leverage and continue with bionades current brand values with cultural, social, environmental and political considerations implement a unified and consistent overarching brand promise and campaign

SWOT

political

economic

Many governments in the Middle East have stringent requirements in place to make sure their consumers are protected from sub-standard goods and products.

Where ever possible Bionade brewers will work with and support local farmers There are price caps that the government enforces in Saudi Arabia

The Middle East and North Africa political crisis has made Saudi Arabia seem more secure as an investment destination relative to some other countries in the region.

In 2014 bionade had 1.9 million euros in revenue There is a 5% customs tariff on imported goods

Nutritional product info has to be in Arabic, branding can remain the same. In order to support national industries there is a 12-20% protective tariff on some imports

social Bionade is a healthier option to Coke and Pepsi Can appeal to a wide range of demographics Cultural and religious views need to be taken into consideration

PEST

technological No other products are brewed using the same technology Bionade uses. Copper tanks are used in brewing process to obtain liquid maltose There are 180 mobile phones for every 100 residents in Saudi Arabia Saudi Arabia has the worlds largest number of mobile phone users Usage of smartphones, desktop and laptop computers is rising with Whatsapp and Facebook being the primary applications

competitive analysis The soft-drink industry is dominated by three main competitors that have large exposure and consumer loyalty. Between Coca-Cola Company(16.9%), Pepsico(11.3%) and Nestle(7%) there is a total market share of 35.2% (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016). CocaCola alone has over 500 brands at its disposal that have a focused strategy towards the sparkling and still industry; the value of these brands is in excess of $20 billion (Coca-Cola Company, 2016). Additionally the industry is littered with â&#x20AC;&#x2DC;otherâ&#x20AC;&#x2122; competitors making up 64.8% of the market share; these come in the form of substitute products and indirect competitors. Competition within the industry is not only large but is also wide spread geographically with competitors such as Coca-Cola operating in over 200 countries (Coca-Cola Company, 2016). The more niche products that exist within the industry lack the international reach and consumer recognition of the big 3 competitors within the industry. While the market as a whole has predicted growth 0.9% in 2017 globally, there has been a consistent decline in demand for carbonated soft drink in the USA (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016). The global industry growth is fuelled by the growth in developing markets and the Middle East, with these markets having the largest potential for growth.

competitive analysis There are minimal to no switching costs for consumers when deciding on a drink to purchase. However it is evident that there is a large amount of brand loyalty to existing competitors within the industry (Meghan Deichert, 2006). This high amount of brand loyalty prevents consumers from considering alternatives. This is exacerbated in established markets such as the developed world. There might be limited differentiation between competitorâ&#x20AC;&#x2122;s actual products however there is a large amount of differentiation in the marketing strategies and the consequent brand image of the companies within the industry. â&#x20AC;&#x153;Carbonated beverage volumes are falling, primarily in developed markets. Beverage Digest indicates a 3% fall in 2013 overall carbonated soft drink (or CSD) volumes in the US, making it the ninth straight year in which demand has declinedâ&#x20AC;? - (Bailey, 2014)

5 forces Bargaining power of buyers

Bargaining power of suppliers

Minimal to no switching costs Within developed markets consumers are demanding healthy alternatives and also environmentally packaging, resulting in increased costs for the industry (Bailey, 2014). Consumers are highly loyal to particular brands; for example you either drink Pepsi or Coke. Prices may shift geographically to accommodate for high demand and low supply for example at a festival there are only a limited amount of suppliers, yet a large amount of consumers who demand the product. Consumers are increasingly adopting more ‘niche’ health based products such as coconut water. Lower in the Middle East due to a smaller range of drink offerings (the ban of alcohol)

The industry is dependent on the fluctuations of key inputs such as sugar, glass and aluminium prices – all competitors faces these variations however larger firms such as Pepsi have economies of scale which allow them to purchase from suppliers at a discounted rate due to the large quantity of orders Increased offshore manufacturing and ‘bottling’ due to reductions in cost Suppliers can relatively easily be switched between and there are a large amount of suppliers to choose from. The majority of the large manufactures own a stake in the suppling companies to guarantee low price and high quality contract fulfilment

Existing rivalry The industry has reached maturity with growth slowing to a predicted 0.9% in 2017. The majority of this growth will occur in developing countries and the Middle east (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016). The market share is divided between Coke, Pepsi and Nestle who dominate the market through a large breakdown of subsidiaries within the industry (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016). There is a large amount of existing competition between the firms within the industry. Coke for example has 500 brands operating under its umbrella, sells in over 200 counties and territories and claims 1.9 billion servings daily (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016). These figures are nearly matched by the other two largest competitors within the market. There is little product differentiation in terms of content however there is a high level of differentiation in branding of the products.

Threat of new entrants Barriers to entry in this industry are medium and are increasing High brand orientation of consumers is a form of protection against new products entering the market In order to operate globally marketing, manufacturing and distribution large capital output is required in order to be competitive (Petrillo, Global Soft Drink & Bottled Water Industry Report, 2016) Health and safety regulations are increasing around the world making it more difficult for soft drinks to be approved for sale Major competitor ownership of suppliers is making it increasingly difficult for new entrants to establish themselves within the market Despite these barriers there is a level of ease to entry for more niche brands such as cold-pressed fruit juices.

THREAT OF SUBSTITUES Low to no switching costs to substitutes May come in the form of coffee or energy drinks Substitutes tend to be more niche in nature â&#x20AC;&#x201C; for example energy drinks have a specific consumption pattern; late nights, before work, etc.

current positioning Bionade has the ability to spread further through an international market. In particular there new market growth opportunities within the middle east sector, which is far less saturated than the European, American and Asian continents (Rafei, 2008). The Middle East and more specifically Saudi Arabia offers one of the largest soft drink markets (Euromonitor Research, 2014). Partly due to their geographical location with hot temperatures and arid climate, social and cultural restrictions also amplify consumers needs for non-alcoholic beverages (A.G, 2013). Recent market research suggests a 8%+ growth annually in the beverage market (Fareed, 2014). The Middle Eastern soft drink market is far less saturated than Western or European due to the lack of alcoholic beverages. Due to cultural restrictions alcohol is a banned product in Saudi Arabia, and its residents are leaning towards the cold drinks, hot increasingly loosing momentum amongst its consumers (A.G, 2013). Carbonated soft drinks greatest competitor consists mainly of juice and energy drink markets. After recent research and hype health concerns have become a large purchasing influencer to this particular market. This resulted in the official banning of advertising for energy drinks, their products legally now displaying the adverse health effects through packaging (Euromonitor Research, 2014). On average the Saudi population of 28 million, increases 3% per annum (Fareed, 2014). From this positioning it can be seen that the ever increasing Saudi Arabian market, has the readiness to enter this non-alcoholic market that orientates itself around health consciousness market.

consumer analysis There are currently three key consumer demographics that are accessible in the Saudi market. The first consists of young, millennial consumer base that was recently targeted by the energy drink market (Rafei, 2008). However, due to recent energy drink restrictions with advertising, health warnings on products like Red Bull to carry health warnings. Placements of these products have also been prohibited within cafes, restaurants, education facilities and sports clubs (Euromonitor Research, 2014). The current market consumers are becoming more and more health conscious and constantly seeking alternatives. This demographic responds strongly to celebrity endorsements that reflect their lifestyle (A.G, 2013). The second demographic consists of family orientated consumers that value quantity over anything else (Euromonitor Research, 2014). Due to the size of their family they prefer to be able to purchase goods with promotions, and in bulk. The family setting are still health conscious consumers that are seeking alternatives to normal soft drinks and juices (A.G, 2013). The idea of imported goods is perceived as a luxury item in Saudi, which would appeal to the luxury goods shopper and their lifestyle. This particular demographic require a non-alcoholic beverage as a healthier alternative to soft drink or energy drinks which suit their lifestyle and climate in the Middle East. Across all demographics of interest there is a gap in the market for a cold, carbonated and non-alcoholic beverage (A.G, 2013). Each consumer group typically brand loyal, and looking for new innovative products that suit their lifestyle (Fareed, 2014). With particular angling each of these demographics can be targeted successfully in Saudi.

Millennial Shopper Who are they Young m ale and female - fun, a ctive lifestyle, previously energy drink consumers seeking exciting new options

18-25 Traits

Dispensable incomes that focus around shopping and fashion Regularly rely on social media and endorsements to reinforce purchasing decisions Active, increasingly interest in western culture

How do we nurture the relationship Associate the brand w ith local and n ational celebrities o r stars that relate with this particular demographic ( a focus on entertainment/music/festivals) Orientate the brand around sports events and stars Demonstrate the social appeal t hat comes w ith our product and branding, develop a lifestyle around the product, fun, revitalizing, refreshing

Why are they important They h ave strong online presence and connections w ith a tendency to share their opinion are key for early adopters, favor products that reflect their lifestyle

Family shopper Who are they Middle aged parents, but is also family orientated and the purchaser for numerous members of the family

30-45

Luxury shopper Who are they males who are typically wealthy, sophisticated, educated (well traveled and experienced) who can afford luxury style imported products

35-55

traits health conscious, with limited knowledge buys in bulk or for value for large size family settings

how do we nurture the relationship Easily influenced by packaging, advertising and recent coverage or activity around the products themselves Focused on price and availability (within consideration of government enforced price caps for imported beverages) Added value orientated, looking for bundle offers and price promotions

why are they important They will become regular consumers of the products as opposed to the milennials and Luxury Shoppers One person will be the purchaser but will then be providing for a much larger group of consumers within their household

traits enjoys finer import goods health conscious, educated and informed high disposable income with desire to purchase imported luxury goods regardless of cost typically hard working power positions that want products to reflect this lifestyle

how do we nurture the relationship Easily influenced by packaging, advertising and recent coverage or activity around the products themselves Focus on quality of product, price and availability (within consideration of government enforced price caps for imported beverages) Harness the luxury good European import aspects to engage with them Appeal to their busy lifestyle, single serve products that suit convenience heavily into sports

why are they important they are willing to pay a premium price for products they are after products that reflect their lifestyle and portray a certain luxury import trait

consumer media consumption Bionade has the ability to turn to social media to enhance their overall reach, targeting and consumer connection. Social media provides brands with a platform to connect with thousands of users every day. It how these platforms are utilised and harnessed that makes them worthwhile. Social media will provide Bionade with the ability to deliver the infrastructure to create a natural and loyal Saudi based â&#x20AC;&#x2DC;tribeâ&#x20AC;&#x2122; (Godin, 2014). SEO and optimization will be utilised but to a constrained extent, in order to naturally generate eWOM and WOM, focusing on the quality of the content that resonates and relates to each of the targeted demographics. When utilising these platforms Bionade must reciprocate engagement with Saudi market. This draws a focus to connecting with each demographics lifestyle and needs. This can be achieved by understanding each of the platforms that the Saudi market focuses on, the devices that they prefer to use, when they use these and each consumerâ&#x20AC;&#x2122;s psychographics. Within this Bionade must begin to develop their Saudi Arabian market branding personality. Bionades focus should leverage itself around the quality of the product, health attributes and European imported good background to sell to the Saudi market. The process and origin of making each different flavor is a unique selling point that should be utilised to the brands advantage. More specifically the focus around what channel is utilised by Bionade should enhance and amplify each users perceptions of Bionade.

41% preffered

39% preffered

6% preffered

5% preffered

1% preffered

of users access their media through their computers

reading posts/blogs by other people

of users main use for social media is for â&#x20AC;&#x153;chattingâ&#x20AC;?.

2% preffered

11%

18% 50%

4% preffered

83%

of users access their media through their smart phones

7-12

at night time have the highest engagement levels

social media considerations

social media Bionade has the ability to turn to social media to enhance their overall reach, targeting and consumer connection. Social media provides brands with a platform to connect with thousands of users every day. It how these platforms are utilised and harnessed that makes them worthwhile. Social media will provide Bionade with the ability to deliver the infrastructure to create a natural and loyal Saudi based â&#x20AC;&#x2DC;tribeâ&#x20AC;&#x2122; (Godin, 2014). SEO and optimization will be utilised but to a constrained extent, in order to naturally generate eWOM and WOM, focusing on the quality of the content that resonates and relates to each of the targeted demographics. Content will be posted during key times of interaction (7-12pm) as stated previously. This ensures that Bionade utilises its social media accounts to increase their level of reach amongst consumers. When utilising these platforms Bionade must reciprocate engagement with Saudi market. This draws a focus to connecting with each demographics lifestyle and needs. This can be achieved by understanding each of the platforms that the Saudi market focuses on, the devices that they prefer to use, when they use these and each consumerâ&#x20AC;&#x2122;s psycho graphics. Within this Bionade must begin to develop their Saudi Arabian market branding personality. Bionades focus should leverage itself around the quality of the product, health attributes and European imported good background to sell to the Saudi market. The process and origin of making each different flavor is a unique selling point that should be utilised to the brands advantage. More specifically the focus around what channel is utilised by Bionade should enhance and amplify each users perceptions of Bionade.

advertising considerations The Saudi market is currently looking for healthier beverage alternatives, with an orientation around convenience and modern. Recent research suggests that healthier carbonated drinks are suited to high-end hypermarkets. Due to increase in consumer’s busy lifestyles product packaging has become extremely influential in the consumer purchasing decisions (Fareed, 2014). Changes in the sizing and shapes of cans and bottles to 300-500 ml have become popular amongst the larger companies such as Coke and Pepsi (A.G, 2013). The Millennial target market respond well to large flavor ranges with cold beverages, more specifically they are very open to trying new flavors and products (Euromonitor Research, 2014). According to research the Saudi Arabian demographic responding more effectively to aesthetically pleasing content that is design focused with how the advertisements are displayed, arranged and used as opposed logical or argumentative (source 1). The ‘Family Shopper’ and ‘Luxury Shopper’ effectively engage with visual abstract metaphors within advertisements (Rafei, 2008). When integrating imported products or services within Saudi, maintaining the native language (branding, logo, copy, packaging) of the brand reinforces the idea of luxury goods and import. Bionade has the ability to harness the European import appeal throughout each targeted demographic.

distribution When considering Bionades competitors it can be seen there is a distinct difference for distribution channels for the brands expansion into Saudi. Pepsi, Cola and energy drinks such as Red Bull, currently maintain positioning within grocery stores and convenience stores. Due to energy drink bans within key distributors, Bionade can sponsor sport, social and cultural events, and be sold in vending machines, restaurants, canteens, education and health facilities without facing the marketing or distribution bans that currently adhere on Bionades competitors. Bionade has the ability to enter distribution channels that currently restrict their key competitors. Within this the brand should focus on the products key selling attributes that provide them with a unique selling position; a unique and innovative organically brewed soft drink imported directly from Europe, Germany. The ‘Family Shopper’ and ‘Millennial Shopper’ are consumers that require a convenience product, in ideal locations. This includes a focus of grocery stores, supermarkets, hypermarkets, convenience stores and education facilities. When considering our ‘Luxury Shopper’ market it would be ideal to orientate Bionade as a sponsored product through sports events and cafes-high end restaurants.

shopping centre & refresh zone Shopping Centres have become a central element to the Saudi Arabian culture since the acceptance of western culture. Today Riyadh alone has over 130 Shopping centres, while there are many more in other cities around the country (Eid, 2015Additionally as the Cities of Saudi Arabia expand there are plans for many new world class shopping malls that represent the consumerism and perceived ‘style’ of the west (Oxford Business Group, 2008). Research suggests that a European import appeal throughout each targeted demographic is effective (Kavoosi & Ebary,2000), with all of these demographics shopping in these local malls. Bionade and the shopping malls are viewed as a European ‘import’ and a foreign luxury. Hence advertising within shopping malls could increase the perception of Bionade being a foreign luxury, aligning with the targeted audiences desires to embrace western culture. Shopping centres in Saudi Arabia are a cool oasis in comparison to the scorching sun and dry winds found on the streets. When entering the shopping centres there is an instant cool breeze provided by an air-conditioning device known as an air curtain that is used to prevent hot air or contaminants entering the space. The refreshing breeze provided by the air curtain emotes a feeling similar to when an individual drinks a cool glass of Bionade on a hot day. Through repeated pairings of the Air curtain and Bionade there will be a process of classical conditioning whereby individuals associate Bionade to be cool, refreshing and rejuvenating. Distinct signage and branding will be placed around and on doors to associate with the simulation and build awareness of branding.

air con & mini oasis The shops in Saudi Arabian are known for being vast, with some covering over 90,000sq metres (Oxford Business Group, 2008). Walking around these vast shopping centres for hours on end can be exhausting despite the air-conditioned nature of the spaces. Within the largest shopping malls in Saudi Arabia it is proposed that refreshment stations are situated in convenient and high traffic locations where consumers can sit down, relax and enjoy a refreshing glass of Bionade. These refreshment stations will be designed like a mirage in the dessert; the use foliage will aid in representing the healthy and organic nature of the product to the consumers.

whatsapp ‘WhatsApp’ is the highest ranked media channel in the Saudi market. This platform allows for free communication service on a global scale. Each of these users accesses this application daily, and regularly. Until recently WhatsApp has restricted any third party forms of advertising until this year. With this in mind users are still unaccustomed to advertising through this platform. With this taken into consideration users will have to add Bionade themselves. Bionade has the ability to harness this regular usage to its advantage, that communicates our overall campaign objectives and branding. WhatsApp will provide the user with the ability to ‘add’ the companies profile number and live chat with the company. For the initial integration of Bionade mini oases will be set up around popular shopping centres as a guerrilla form of marketing. The user has the ability to live chat and discover where new pop up oases will occur. Research suggests that Saudi Arabian’s aged 16-35 use social media for “chatting” purposes, through their mobile devices. The user will then have the ability to access a mini brand story about Bionade, which discloses the production process, origin, ingredients and branding similar to their previous film releases. Shopping centres have been chosen due to the popularity and frequent visiting of each consumer profile and general foot traffic. WhatsApp and mobile devices are the most frequently used between the Saudi market and have been utilised in a way that opens direct communication with Bionade. Consumers can become informed of the WhatsApp number and service through the actual oasis set ups, Facebook posts, Instagram Posts.

social media hashtag & competition Further more, Bionade will look to establish an oasis themed hashtag that is then used consistently across each platform. This will follow the concept of stumbling upon a mini oasis in the shopping centres and then asking consumers to participate and ‘#shareyouroasis - How do you refresh?’. This hashtag aims to focus around the notion of healthy, refreshing and exotic product from Europe. Facebook and Instagram were the second and third most popular applications used by each of the Saudi markets. In particular Millennials were primarily found to use social media for communication, blogging and discovery. Instagram and Facebook both provide a platform that can harness visual imagery and communication through images, videos and hashtags. These two platforms are easily integrated with each other and have the ability to deliver high quality content that builds upon the notion of Bionades Saudi ‘tribe’ of loyal consumers. After consumer submit their oasis with their Bionade beverage in there each consumer will go into a competition. The competition will allow for consumer generated content, which will aim to establish a stronger ‘tribe’ appeal towards Bionade. The competition will result in a family pass to one of the newest theme parks established within Saudi Arabia ‘Kidzmondo’.

THEME PARK SPONSORSHIP Saudi Arabians are natural thrill seekers and engage with an array of differing adrenalin based sports and activities. There are several theme Parks in Riyadh that are aimed at both locals and tourists. The planned construction of a Kidzmondo theme park (a ‘social enterprise’ found throughout the Middle East) will not draw in many locals with the aim of engaging and educating children but also draw in their parents and possibly millennial thrill seekers (Sequeira, 2015). Through the sponsorship of a ride at any of the parks in Saudi Arabia or the new Kidzmondo Park there is the possibility of engaging the ‘family shopper’ or ‘millennial’ target market. While the waterpark industry in the Middle Eastern region is not the largest in the world it has demonstrated the most exponential growth. In the Middle East there was a 16.7% increase in the amount of people visiting water parks between 2013 and 2014; this saw over 1,400,000 people visiting parks each year. It is predicted that there will be continued growth in the amount of water parks opening in Saudi Arabi (Themed Entertainment Association, 2014). As theme parks are outside they are open to the hot temperatures and arid climate of the region. By sponsoring a ride that is water based there is the possibility to link Bionade with the refreshing nature of a cool water slide on a hot day. Similarly to the refreshment stations in malls the ride could be designed with a mirage/oasis theme to attract both locals and tourists

VENDING MACHINE In Saudi vending machines are currently expected to increase by 6% in compound annual growth rate by the next 12 months (Basingstoke, 2014). After analysing each consumers purchasing behaviours it became obvious that people were after convenience when purchasing their beverages. To cater more specifically to each of the target markets directly customised Bionade vending machines will be implemented in business districts, secondary and tertiary education facilities, shopping centres and streets with high foot traffic. To create distinction between Bionades products and our competitors, such as Pepsi and Cola, exclusively Bionade beverages will be sold in them. According to Kavoosi & Ebary (2000) research suggests that the Arabic Millennial, Shopper and Luxury target market age and gender demographics respond well to presentational, aesthetic content with visual or abstract metaphors. The same styling and graphics will be utilised across all channels for the Bionade integration campaign. Bionade will be creating their own vending machines and not entering pre-established ones that currently occupy cities. Bionade will be placing their vending machines directly next to their competitors in the streets intentionally. Bionade wants to establish a dominance over Pepsi and Cola and this will be done the through the quality, aesthetics and large scale of Bionades new and exclusive hand picked refreshment venders. Research suggests that our Millennial, Family and Luxury shopper respond well to conveniently placed purchase channels for beverages and all utilise this channel to consume beverages (Kavoosi & Ebary 2000). The branding will be kept consistent and English will be utilised again to emphasise the â&#x20AC;&#x2DC;imported goodsâ&#x20AC;&#x2122; perception.

SOCIAL MEDIA SPONSORS Bionade has the ability to connect effectively through social media channels, but can also access and utilise particular sponsors or figures that are popular in this community. They each have a particular â&#x20AC;&#x2DC;tribeâ&#x20AC;&#x2122; following which can be harnessed and utilised to Bionades potential. Both our Millennial and Family shopper target market are consumers that are easily influenced through social media and representations or recommendations through Instagram and Facebook. Each of these demographics accessing these platforms multiple times a day. Famous or popular Instagram accounts can be approached to promote or represent Bionades products to their pre-existing loyal fan base who hold similar values and interests. Consumers can be influenced through social proof that can represent Bionades core values to their full potential. They are able to post content in their natural style and manner to naturally integrate Bionade through their consumer base, being careful not to overexpose and annoy consumers. The following list bellow are some of the accounts that can be utilised to promote Bionade in a healthy, organic, attractive product.

BLOGS

blog partnership The second highest ranked media consumption for all of the consumer profiles suggested blogging and reading of blogs online. Similar to social media sponsors, Bionade will look to harness these bloggers ‘tribes’ to portray a particular lifestyle or consumption patterns. An array of blogs that are popular specifically to each demographics interests will be targeted in order to build strong relatable connections with consumers. As stated in the previous consumer profiles Millennials hold interests within fashion, active lifestyles and westernised culture. The Family shopper will hold interests in blogs related to cooking, health, well-being and family orientation. The final Luxury shopper will be targeted through travel, high end, business men and luxury based blogs. By relating to an array of different blogs Bionade can specifically connect with each consumer market in a much more effective way. Blogs that are popular and hold a daily or high visit rates will be chosen in order to gain maximum reach amongst consumers. http://saudibeautyblog.com/lifestyle/ is a renowned Saudi Arabian beauty and lifestyle blog, which focuses around, beauty, fashion, fitness, health and lifestyle of the modern Saudi woman. As stated in there media kit, ‘Saudi Beauty’ key consumers are 15-38 year olds, with 411,200 views a month (95% female). They currently maintain a reach over 1 million followers through a variety different channels; celebrity experts, directory, editors, bloggers, their application, social media, newsletter and their website. They also currently utilise twitter, Facebook, Instagram, google+ and Pinterest to engage with their ‘tribe’. For Bionade it is essential to build upon local brand advocates to promote their products and branding.

food & beverage festival Bionade also has the ability to participate in a local Saudi Arabia’s leading international food & drink exhibition ‘Foodex Saudi’. Buyers from distribution, retail, manufacture and hospitality sectors, with over 6,000 visitors. Bionade will have the ability to showcase their products and network with industry locals and build connections.

social media goals Create Saudi Arabian Facebook and Instagram page, that utilises a mixture of both English and Arabic with an average of 10,000 – 20,000 likes in the first 3 months with a continued average growth of 1,000 a month onwards #shareyouroasis hashtag carried consistently across both Facebook, Instagram for the competition and awareness on branding ‘Hand picked for you – Refresh yourself’ campaign used for the initial 6 months consistently across all platforms and content increase content engagement by 30% within the first 3 months as a minimum post on Instagram and Facebook during key activity hours (7-12) consistently place call to actions and social media links through all advertisements and channels the success of the social media integration for the competition and in general will be determined by the amount of shares per post and competition entrants, through Bionades Facebook, Bionades Instagram and the Instagram sponsored pages and the Saudi Beauty Blog

airlines Airlines

Saudi Arabia is one of the major international travel hubs of the Middle East with 15.1 million international travelers arriving and departing in 2014. There are around 204,400 flights in and out of the International airport in the capital Riyadh per year. For wider coverage Bionade will partner up with two different airlines, one that focuses primarily on international flight and domestic flights.

International

Bionade will be advertised and supplied on Emirates, demonstrating the international flare of Bionade. Emirates is the worldâ&#x20AC;&#x2122;s largest international airline; on average there are 14,000+ flights per month with over 4.3 million passnegers that 25-55 years of age (Emirates 2016). In order to provide its customers a healthy alternative to a soft drink on their flights; Bionade will be served in all seating classes as well as in the Emirates lounges.

Digital Advertisements

Saudi Arabia has recently opened their first movie theatre since banned in 1979. Only certain films and documentaries are available for display. Because the consumer will be flying internationally there will be many movies and or tv shows available for viewing. Otherwise these movies and TV shows would be not available in Saudi Arabia. Having a short Bionade advertisement before aligns with the foreign nature of the brand. Bionade advertisements will be shown before a movie is shown on the airplane.

Saudi Arabian airlines & emirates Inflight Magazine

Inflight magazines are proven to be an effective way to penetrate the frequent flyer/traveller market that may consist of decision makers and leaders with a high income. An airplane provides isolated environment that allows for inflight magazine advertising to reach out to the right audience without being irritating. “Business decision-makers are more likely to travel by air than the general population, so it’s not surprising they are more likely to read inflight magazines”(Nigel Smith 2013). Bionade adverts will be displayed in Emirates inflight magazine Open Skies. Open Skies has the largest circulation of any independent magazine in the Middle East with over 110,000 copies being printed each year. It’s also one of the most highly acclaimed magazines of 2012 in the region (Motivate Publishing, 2016).

Domestic

Saudi Arabian Airlines (Saudia) is the largest domestic airline in the region carrying many local and foreign passengers, reporting an 11 percent increase in passengers in the first half of the 2014, carrying 14,082,198(Lala 2014). Saudi Airlines fly’s to 27 different domestic airports in Saudi Arabia. Bionade will be available for purchase with the inflight beverages.

soccer sponsorship Soccer is a sport supported by an international fan base that is highly engaged. For the final of the 2014 FIFA World Cup Brazil more than one billion fans tuned in, while the rest of the competition reached a global in-home television audience of 3.2 billion people (Fifa 2016). The Saudi Arabian International Football Team also known as Al-Saqour (The green falcons) is one of the most successful football teams in Asia. They have one the Asian championship 3 times and have qualified for the world cup 4 times. King Fadhs International stadium in the capital Riyadh is home to the football team and can hold up to 75,000 spectators. Built in 1989 the stadium has held over 75 international matches alone. Saudi Arabian international football team has demonstrated impressive results recently and while an underdog, have the potential to qualify for the world cup.

Sponsorship

“For advertisers, sponsorship offers the opportunity to surround consumers with a brand and enhance brand image and associations” (Kats 2014). Bionade will sponsor the Saudi Arabian football team. This will involve supplying the team with refreshments and a budget for traveling. The Bionade logo will be displayed on the jersey underneath the Nike swoosh. Fans across Saudi Arabia will recognize Bionade as a company that supports “their” team and thus providing local positivity towards the brand.

media schedule and timeline campaign components

24 months