Marketing Management II

Case Submission

Should Brisk go ‘Viral’?

Group V

Prof. Smriti Pande

SBM, NMIMS Mumbai

Name Roll No
Raghav Maheshwari D005
Prajesh Dey D015
Shubhangi. D035
Shoumitra Gupta D045
Snehal Savarn D055
Which Media – TV or Viral?
The 6M Promotion Mix

Market

Male Millennials who have most likely taken on new responsibilities and would love to
unwind with a healthy refreshment

Mission

Make the target audience switch from Arizona – which presently has a 28% $ share of the
RTD Iced Tea category

Message

Energize yourself and find your ‘creative mojo’ after a monotonous day at work.

Money

The budget at the moment is $6M. Looking at media spend solely; the forecasted cost
would be –

Metric Primetime Social Media Marketing

Reach 70,000,000 12,500,000
CPM $23 $2i
Media Spend $1,610,000 $243,000

In addition to $243,000, $300,000 would be the cost of syndication (goodies for

influencers). Total SMM cost would then be $543,000; almost a third of that of Primetime.

Measurement

Metrics that can be followed to measure RoI in addition to engagement–

1. RoAS (Return on Ad Spend)

2. CTR (Clicks/Impression)
3. Share Rate (Shares/Impression)
4. Website Conversion (How many people visit the website after viewing the ad?) –
Web Traffic/Ad Impressions

Media

1. Social Media Marketing (OR)

2. Primetime TV
While it’s known that ATL communications are more effective for generating awareness
about a new brand, the target audience of male millennials care about three factors as per
the case:

1. Social Media involvement

2. Humor
3. The presence of a culturally relevant icon

SMM would tick all the boxes given the right ad concept is chosen. Moreover, 50% of TV
viewers skip ads, compared to 29% for Social Media ads. Measurement of word of
mouth can be very effective when it comes to Social Media as likes/comments/shares
can be tracked quantitatively. Revenue attribution can be made easier using services
like Appsflyer that are tailored to report metrics that matter.

Lastly, desired outcomes like website visits can be completed much faster via Social
Media ads (48% reported visiting a website after viewing an online ad), as targets won’t
need to manually look up the site as they have to after a TV ad view. Therefore, Social
Media would be a great media channel compared to TV.

Brand Purpose
Brisk aims to relaunch itself by connecting with male millennials, who have been known to
look up the old ads on YouTube. Awareness is the prime goal right now. A secondary
purpose would be to outgrow labels like ‘Sugary’ and ‘Artificial’ and be more known for
‘Energy’ and ‘Cool’.

Millennial’s Decision Making

The millennial’s decision is impacted by social media presence and culturally influential
icons. 59% of millennials get their news from the internet and social media adoption is at
an all-time high of 75%.

Millennials look up to icons like Beyonce, Eminem and free thinkers who inspire them to
break stereotypes. As a result, brands associated with such personalities tend to grab their
attention and may often lead to consistent and devoted consumption.

Millennials are health conscious. There’s been an increasing inclination towards beverages
that are healthy, and millennials would love to refresh themselves with a drink that’s not
just healthy but ‘fun’.

It’s important for millennials to consume brands they identify and relate, as for many –
brands reflect the personality of the person consuming them and are a means of self-
expression.
Ad Concept to be Chosen
The 4th concept, with a few modifications would be a great choice. Instead of a b/w
animation, color would be a welcome change in an effort to connect with millennials. The
ad should be more than just a throwback to the old days, and b/w filter defeats this
purpose.

The ad, as stated, can show a known celebrity – associated preferably with free-thinking
(like Eminem) going about their usual life, getting tired, and then drinking Brisk to regain
their ‘creative mojo’. The 30s-time length is desirable, as short-form items tend to hit
virality more than long-form.

iWrites, David. YouTube Video CPM Rates. BannerTags Website. Retrieved on November 12, 2021 from
https://www.bannertag.com/youtube-video-cpm-rates/