Cas d'entreprise Guzz Cola (document en anglais)

Guzz Cola

Background

Since people are more conscious about health, sales of the Guzz cola dropped. They want to hire an agency that will promote their product in order to increase sales on a marker dominated by Pepsi and Coke.

• You are in third position behind Coke and Pepsi in the Canadian market and in Quebec in terms of gross sales

• You have just changed your drink formula and you now use 90% of natural ingredients in your new Guzzle soft drink and only 10% of chemical products and artificial color

• Your aim is to take the lead in Québec in the next two years and then expand in the rest of Canada in the following five years before you attack the American market

• You want to position your new drink (Guzzle) between a traditional soft drink and an energy drink, so it contains more caffeine than traditional soft drinks but less than the energy drinks such as Red Bull, Monster, etc.

• You are aiming at teenagers and active people for this new drink but you have already been criticized by parent groups because of the high content of caffeine in your drink

• You have come up with new shapes of bottles and cans that are quite appealing and pretty different from traditional models, which make them quite attractive and popular but they cannot be recycled because of the unusual shapes and sizes

• Your prices are competitive and in the same bracket as Pepsi and Coke

Terms of reference

As a worker from Guzz Cola, I have found 3different agency destine to create an ad that will advertise our new product. These procedures will be done to attract a new kind of customers and also increase sales. Quebec, Canada and America are the target we are aiming.

Procedure

In order to choose what company will have the job to represent us, i will be using a chart that represent each agency. On this chart there are list of strengths and weaknesses of each agency. I will determine who will have the job, depending on the characteristics that needs to be answered.

Facts & Findings

• Customer are more health conscious.

1. changing the drink formula and using 90% of natural ingredients in your new Guzzle soft drink and only 10% of chemical products and artificial color can be a good advantage

2. The product has to be seen as a drink between a traditional soft drink and an energy drink, so it contains more caffeine than traditional soft drinks but less than the energy drinks such as Red Bull, Monster, etc.

• Teenagers are the target audience.

• Cans needs to be recyclable.

• Need a campaign that differentiates them from others.

• Open a new market in Canada, Quebec and the USA

• Improve the product

• Choose the right means of publication

• The product has to be respectful of the environment

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