G2 Group 7 Pokka

BACKGROUND

Established in 1977, Pokka Sapporo Food & Beverage Limited supplies the Asia Pacific region with  a wide range of beverages. Though their coffee and tea came in first, their 2015 overall ranking in the Food & Beverage Industry was third place.

THE MAIN ISSUE

Our survey findings identified a significantly low level of awareness of Pokka’s other product lines, namely the Juices and Isotonic Drinks. Majority of consumers were not even aware of the Plenish Sports Water’s existence.

POKKA’S COMPETITORS: YEO’S

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We have chosen Yeo’s Singapore (Yeo Hiap Seng Limited) as the main competitor as both brands have:

  • Extensive presence in Singapore as household brands in the RTD market segment
  • Significant achievements in Singapore’s RTD scene

CURRENT SOCIAL MEDIA STRATEGIES

Our analysis focused on Facebook, Pokka’s and Yeo’s dominant social media platform. Although Pokka has successfully garnered more likes on Facebook (63,000 vs 30,000), they fall behind Yeo’s in terms of sharing and creating buzz (460 vs 828 shares/comments).

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Pokka is active in campaign or event collaborations with Facebook posts in sync with the ongoing ones. Promotion of its products are launched together for a cause such as supporting cancer patients and advocating healthier choices (in green). However, there were also posts with unclear messages (in red).

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Yeo’s is more active in engaging consumers with a consistent theme of posts consisting of monthly contests, recipes and fun facts on their products’ benefits.

As such, some key takeaways for Pokka would be to:

  • Stay relevant
  • Engage consumers with interactive content
  • Increase awareness in the neglected product lines

OUR RESEARCH QUESTION

How can Pokka use social media to increase awareness, especially of its other product lines?

WHO ARE WE TARGETING?

Our primary target audience are consumers from 18 to 35 years old.

Target market insights:

  • Jogging was ranked the #1 sports according to the national sports survey
  • Desire for culinary and travel experience based on millennial study done by UOB
  • Enjoy simple things in life based on a millennial study done by Visa

KEY MESSAGES

Objective: To raise awareness for Pokka’s other RTD product lines, with a focus on the juices and isotonic drinks

  • Pokka’s isononic drinks is one of the most healthy options
  • Pokka’s juices can fulfill 1 serving of your daily dietary requirement of vegetables and fruits

PROPOSED SOCIAL MEDIA STRATEGIES

1. Sponsorships

Details: This involves collaborating with organizations running sports events promoting “Healthy Lifestyle” such as marathons and competitions with a similar target audience as Pokka. Benefits offered by Pokka will be water stations (with Plenish Sports Water) and a photo booth with personalized backdrop designed for the event collaboration.  

Objective: To increase awareness of Pokka’s Plenish Sports Water and its product benefits.

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Participants will be encouraged to take photos and videos at the personalized photo booth and upload onto Facebook or Instagram with the hashtags #PokkarePLENISHedme and #PokkaXXX(Collaborating organization’s name). This will entitle them to enter our Plenish Sports Water contest, where they stand a chance to win attractive prizes such as a pair of Singapore Formula 1 Grand Prix tickets.

2. Photo Contests

#Pokkajuice2plus2

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Objective: To educate consumers that Pokka juices fulfil 1 servings of their daily requirement of fruits and vegetables.

Details

Consumers simply have to take a photo of their daily consumption of 2 + 2 servings of fruits and vegetables, with 1 serving being Pokka juice and upload it onto their social media platforms with the hashtag, #Pokkajuice2plus2.

Duration: 1-2 months

Weekly Prizes: winner $100 Fairprice voucher

Grand prize: A farm stay trip in Australia

# PokkarePLENISHedme

Main claims of the drink: Quick Hydration & suitable for all occasions

Objective: To convey to consumers that Plenish Sports Water can keep them hydrated regardless of the occasion

Details

Consumers simply have take a picture of themselves enjoying the Plenish Sports Water at any occasion and upload it onto their social media platforms with the hashtag #PokkarePLENISHedme.

Duration: 1 month prior to Singapore F1 Grand Prix

Prize: A pair of Singapore F1 Grand Prix Grandstand tickets

Rationale: As F1 drivers lose up to 3 litres of water in a single race, staying hydrated is of utmost importance to them. Therefore, we want to build the association in the minds of consumers that Plenish Sports Water is able to achieve staying hydrated.

Facebook Engagement

For both contests, Pokka Facebook page will be constantly updated with relevant posts to gain engagement such as the importance of staying hydrated or posing questions for consumer to leave comments.

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Key Performance Indicators

Success of this campaign can be measured through tracking the following:

1) Number of participants using the branded hashtags

2) Share of voice through social media tracking tools such as Synthesio

3) Sales of the Pokka’s juices and Plenish Sports Water

3. A Christmas Special

Details: To set up basketball arcade games in four heartland locations around Singapore for families to participate

Prizes: Limited edition Christmas versions of the juices and sports water

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Building on to the spirit of thanksgiving from Pokka’s SG50 campaign, we hope the limited edition Christmas design will provide an opportunity for family members to personalise the drink with their own messages and express their gratitude to each other.

We will be producing a video covering the entire event, with Pokka’s Christmas well-wishes for Singapore. Our end slate will include a call to action – “Have you thanked your loved ones yet?” – which we hope will promote our Christmas edition drinks as an opportunity for consumers to express their gratitude. By being a part of this festive season, we believe this can help Pokka build brand awareness.

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CONCLUSION

We hope that through our three campaign ideas, Pokka will be able to achieve the main objective of raising awareness of their other product lines – juices and isotonic drinks.  

By engaging the consumers through two way communication with interactive content on social media, these will allow Pokka to build association or top-of-mind recall between occasions and their products, propelling consumers to choose Pokka’s products over other competitors. With the increase in both brand and products awareness, this translates into sales growth, boosting Pokka’s market share position in the RTD scene.  

By: Elaine, Shauna & Wei Qing

G2 Pokka (G7)

Company Background

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Pokka Corporation (S) Pte Ltd was established in 1977 by Pokka Corporation, headquartered in Japan. Based on the recent research by Euromonitor, Pokka was ranked 3rd in terms of market share in the soft drink industry, with Coca Cola Singapore and F&N clinching the first and second spot respectively. The soft drink market is segmented into different categories namely Ready to drink (RTD) tea, RTD coffee, isotonic drink, juices, soft drinks, bottled water, sports and energy drinks.

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Pokka’s portfolio includes RTD tea and coffee, isotonic drinks, juices and soft drinks. Currently, Pokka is the market leader in the RTD tea and coffee market, placed third in the juice and soft drink market while lagging behind in the other markets.

Social Media Presence

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Facebook is Pokka’s dominant social media platform, with over 58 000 likes on their official page. Ongoing campaigns are promoted through this Facebook wall and the general public can share or like these posts accordingly. Majority posts are regarding their RTD teas and coffee, neglecting the other lines of drinks offered. This might be a possible reason resulting in its high market share in these two markets.

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Instagram has also been adopted by Pokka, however the account is observed to be inactive with only 4 posts and its last post dated 99 weeks ago. From those posts, it can be inferred that Pokka is trying to promote its RTD tea line & also attempting to engage its consumers with images from our everyday lives. Given the increasing popularity of this social media platform, an inactive account is equivalent to a wasted promotional opportunity.

With the increasing use of other social media platforms such as Instagram and Snapchat, Pokka is encouraged to fully utilize such medium to further extend its awareness among its target consumers, beyond its current reach through facebook alone. Moreover, there is ease of conveying messages among various applications with the integration of the social sharing function on Facebook.

Why Pokka?

We have identified a gap between Pokka’s current social media strategies and the social media consumption behaviour of its target markets teens and young adults aged between 18-35 years old.

According to a report by Fortune magazine, 63% of the users view Facebook and Twitter as news sources. Therefore there is a need for Pokka to venture into new social media sites that are high in engagement, such as Snapchat, and also revive its Instagram account to establish a greater connection with its customers. Building a strong relationship with customers is increasingly important in the saturated Food & Beverage industry as customers have low switching costs between Pokka and its competitors.

Currently, Pokka’s promotional activities are mainly focused on their line of RTD teas and coffees. Euromonitor has reported that one of the upcoming trends in the soft drinks industry is the increase in health concerns regarding packaged drinks. We believe that Pokka can leverage on this trend and promote its other product lines, to further boost its sales.

Project Goal

Our analysis of relevant key trends led us to establish that customers are becoming more health conscious and there is also an increasing emphasis on leading an active lifestyle. We aim to promote Pokka’s drinks as an alternative healthy option, through the use of social media platforms, and also to increase awareness for the other product lines. Focusing on other products will allow Pokka to expand their customer base, while still retaining their current market position in the RTD tea and coffee market.

In order to achieve our goals, the main crux will be to find out the reasons behind the low sales for other product lines, such as juices and isotonic drinks. We will be conducting primary research on the target customers’ buying decisions, as well as an analysis of Pokka’s market presence and its customers’ perception on the brand and its products.

As such, our research question would be:

How can Pokka utilise social media to increase awareness of its other lines of drinks and build a “healthier choice” brand image?

Methodology

Our approach will be to concentrate on matching the demographics of Pokka’s customer base to the corresponding demographics of the social media platform’s user base. By focusing on the demographics, our social media strategy can be more focused and effective in reaching our intended audience. As each social media platform has a different user base, it is important to determine which platform is most heavily used by our target group so that we can select a relevant platform accordingly.

In addition to the demographics of the social media platforms, we will also be looking specifically at the ranking of these platforms in Singapore to ensure effectiveness with the local consumers. Another factor to consider is the purpose of each platform. For example, Instagram is mainly devoted to image sharing while Snapchat focuses on live updates of events. Taking these factors into account will enable our strategy to be relevant, targeted and effective.

In order to accurately measure the effectiveness of potential media channels, we will be integrating quantitative and qualitative measures to form a balanced analysis. For instance, we can use data analysis tools, such as synthesio, to determine the quantity of responses or scale of engagement with the target audience. A qualitative measure would be sentiment analysis, where we consider the positive or negative emotions involved with the responses. Sometimes a campaign can generate a lot of responses but if all of these are negative in nature, then it cannot be deemed a success.

Thank you.

Done by: Elaine Lim, Shauna Gan, Teo Wei Qing

Social Media is not only changing how businesses work, its also changing you

During last two week’s classes, it was mentioned that Facebook took over Myspace to become the current leading social media site. I believe that this is a “winner takes all” industry due to the network effect; it connect many users irregardless of geographic locations which helps to build a large database that competitors have difficulty replicating. Companies hope to leverage on it to increase their reach for their products/services.

Many companies are realising the importance of social media; they understand that it is no longer a one-way communication, customers have a say as well. Having and monitoring their own social media accounts helps them to build relationship with their customers. There are many more examples on how social media has affected companies, what about you?

I came across this short video that illustrates some changes social media has affected oneself. A surprising takeaway from this video was that social media provides immediate psychological rewards (triggers pleasure sensor in your brain) with very little effort involved, our brain rewires itself to make you desire these stimulations even more which explains why one gets addicted to social media sites ( similar to how drugs affect us). The cognitive changes shown in the video are often not visible to our naked eye, therefore making us unaware of them. Do check out this video for more details.

Source: http://ed.ted.com/featured/qQzsdX2Y