Develop a Marketing Campaign for Scheckter's Organic Energy Drink

This project details a marketing campaign designed to promote Scheckter's Organic Original Energy Drink, a product of Woolworths. The campaign focuses on developing a strong brand image and increasing customer awareness. It includes a description of the product, advertising objectives, and the role of these objectives in meeting legal and ethical requirements. The target audience is identified as individuals aged 10 to 45 years, with a focus on health-conscious consumers. The project incorporates an environmental analysis, examining cultural, social, economic, and psychological factors influencing consumer behavior in Australia. A budget is prepared, outlining costs for social media, newspaper, and magazine advertisements. The campaign schedule, media scheduling, and product scheduling are also discussed, along with the use of marketing metrics for evaluating the campaign's effectiveness. The conclusion highlights the importance of various environmental factors on consumer purchasing behavior and the cost-effectiveness of social media marketing.

Running head: MARKETING
Develop an Advertising Campaign
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction......................................................................................................................................3
Brief description of the product.......................................................................................................3
Advertising objectives.....................................................................................................................4
Role of campaign objectives in fulfilling the legal and ethical requirements.................................4
Target Audience...............................................................................................................................5
Environmental Analysis for the product/Customer.........................................................................5
Budget preparation...........................................................................................................................7
Schedule for the proposed advertising activity................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Advertisement of a product is crucial for every business organization to enhance the
awareness among the target customers. However, it is important to select the type of
advertisement based on the product category. In order to create awareness among the customers
advertising campaign is an effective method of the product promotion (Parente and Strausbaugh-
Hutchinson 2014). Advertising campaign includes a group of messages that are similar in nature.
However, the time frame of the advertising campaign is specific and well-defined. The main
purpose of the advertising campaign is to inform the people about the product and to convince
them to purchase the product. This study deals with the effectiveness of advertising campaign in
the context of Scheckter's Organic Original Energy Drink. This is a healthy drink offered by
Woolworths across Australia.
Brief description of the product
Woolworths is an eminent retail sector in Australia. It has a large supermarket chain
across Australia. However, in the recent years, people are more health conscious. Based on the
current demand of the people, Woolworths has introduced Scheckter's Organic Original Energy
Drink in their store. This organic drink is manufactured by Scheckter, which is a UK based
manufacturer. Therefore, this energy drink is delivered to Woolworth's store to meet the current
demand of the people. Scheckter's Organic Original Energy Drink is a healthy drink and it is free
from artificial color and flavor (Woolworths.co.za 2018). No preservatives and taurine are added
to this drink. The major ingredients of this drink include sparkling water, organic elderberry
juice, concentrated fruit juice, organic ginseg, organic ginkgo biloba, natural caffeine, organic
lemon juice, organic raw cane sugar and organic pomegranate juice. However, health drink is a

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common drink for everyone. Especially the children and the young aged people take an energy
drink to get refreshment in their routine bound life. Hence, Scheckter's Organic Original Energy
Drink is a healthy drink for people as it contains high nutritional value and zero additives. In the
recent years, Woolworths has taken initiatives to create awareness among the people regarding
the effectiveness of the organic drink. Thus, they have decided to organize an advertising
campaign to introduce Scheckter's Organic Original Energy Drink among the target people.
Advertising objectives
The campaign advertising of Woolworths for Scheckter's Organic Original Energy Drink
includes the following objectives:
 To develop a strong brand image and increase awareness among the customers by
delivering appropriate product information
 To influence the purchasing decision of the customers by keeping their value
 To enhance the market share and growth through the selling of the product
 To maximize the perceived value
Role of campaign objectives in fulfilling the legal and ethical requirements
An organization needs to consider ethical requirement while advertising a product.
However, often the customers are diverted by the false messages during the advertisement
(Wang et al. 2018). As a result, they take wrong decision while purchasing the product.
Woolworths tries to develop a strong brand image by delivering appropriate product information.
Their advertising campaign for Scheckter's Organic Original Energy Drink focuses on delivering
detailed product information to the customers. According to the Competition and Consumer

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Commission, consumer has the right to get true information during the advertisement. Hence,
the campaign objective of Woolworths fulfills the principle of this Act. On the other hand,
Woolworths focuses to influence the buying decision of the consumers besides keeping their
value. Therefore, they want to enhance their market share by this campaign. This can be done by
following the legal requirement. Woolworths follows Alcohol Beverage Advertising Code
(ABAC), while marketing this organic drink through the campaign.
Target Audience
Healthy drink is preferred by each age group of people. However, to promote Scheckter's
Organic Original Energy Drink Woolworths has targeted the age group between 10 to 45 years.
However, this age group is the main target audience for their product. This age group covers both
children and adult. Children and working people prefer energy drink to get refreshment in their
busy schedule (Lee et al. 2015). Based on this concept Woolworths has selected their target
audience. On the other hand, such age groups of people are more health conscious thus; they
prefer to buy a healthy drink.
Environmental Analysis for the product/Customer
In order to promote a product environmental analysis is crucial for an organization as it
helps them to understand the behavior of the customers. The cultural factor is one of the major
environmental factors that influence the purchasing behavior of the customers. However,
individuals belong from different cultural backgrounds as a result, they have different
viewpoints, habit and beliefs, these often influence the buying behavior of the individuals (Rani
2014). As for example, in Australia people from different cultures prefer healthier eating habit.
This will give a great opportunity to Woolworths to sell their organic drink to their target

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customers. Social factor is another major factor of environmental analysis. Social factor refers to
the social class of the consumers. Australian people are categorized into upper, middle and lower
class in the society. Therefore, maximum people in Australia belong from working class thus
they have a tendency to adopt the healthy eating habit to boost their energy. This is a positive
aspect for the promotion of Scheckter's Organic Original Energy Drink among these people. On
the other hand, the income level of the Australian people is good due to a large number of
working people. This will give chance to Woolworths to get a good response for their organic
drink. Personal factor focuses on the age, lifestyle and economic stability of the individuals
(Blakeman 2015). Different persons have different personalities as a result; their choices also
differ from each other. This influences the purchasing decision of the customers. Therefore, the
lifestyle of consumers leads them to purchase or reject a product. Australian people follow good
lifestyle those belong from the upper-class family. This leads them to purchase healthy food
products.
Economic factor refers to the economic stability of a country and the income level of the
consumers (Wang and Chou 2014). In Australia the GDP is high and a maximum people are
working people. As a result, the income level is high in this country. This will be beneficial for
Woolworths as high income leads the people to purchase high-quality product. Scheckter's
Organic Original Energy Drink is good quality drink and its price is high. Hence, the Australian
people have the capacity to purchase the product. Psychological factor includes motivation and
perception of the individuals. Australian people are highly educated thus they have knowledge
about the importance of healthy eating habit. This leads them to purchase healthy food products.
As a result, such perception of Australian people will be beneficial for Woolworths to enhance
their market share by promoting Scheckter's Organic Original Energy Drink across Australia.

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Budget preparation
Particulars 1st month 2nd month 3rd month
Social media $880 $900 $980
Newspaper - $1440 $1620
Magazine $2100 $2370 -
Figure 1: Budget Plan
(Source: Author)
Total Budget -$10,290
From the above budget table, it has been received that advertisement through the
magazine is the most costly. However, Woolworths will use magazine advertisement for the first
and second month to promote their campaign for Scheckter's Organic Original Energy Drink.
Therefore, they will use newspaper as their campaign advertisement activity for the second and
third month. The most important activity is done by using social media marketing method. This
is crucial to deliver information regarding campaign advertising for Scheckter's Organic Original
Energy Drink. Therefore, social media advertising is the most cost-effective activity in
comparison to other activities.
Schedule for the proposed advertising activity
In order to make a schedule for an advertising campaign length of the campaign needs to
be selected. In the context of Scheckter's Organic Original Energy Drink, the campaign length
will be 12 weeks as per the advertisement activity. Woolworths has selected SEO Perth and
advertising agency to organize the campaign. They will provide service at reasonable price and

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their price is negotiable. In order to organize the campaign Woolworths needs to follow the
principle of Australian Communications and Media Authority, Australian Competition and
Consumer Commission, Free TV Australia and Australian Performing Right Association. These
are major codes of practices that are required to maintain during the advertising campaign.
Media scheduling is the last step of advertising campaign. Woolworths will take continuity
scheduling as a result, the media spend will be spread throughout the year. Product scheduling
will be done by ensuring that the finished product will arrive at the media or printer network
within the proper time. Product scheduling begins by examining the closing date. 12 weeks are
selected for the campaign and out of 12 weeks 6 weeks are selected for social media, 2 weeks for
newspaper and 4 weeks for magazine advertisement. For product scheduling 3 weeks will be
taken. Milestone is the significant checkpoint for a campaign advertisement (Blakeman 2015).
To monitor the progress program evaluation and review technique is used. Therefore, the
expenditure is $9,220, however, the total budget was 10,290. Hence, the campaign activity is
done within the budget. In order to evaluate the expenditure against budget cost-benefit analysis
tool is used by Woolworths. However, use of marketing metrics will be an effective milestone
for Woolworths to analyze the effectiveness of campaign within the schedule. Marketing metrics
is beneficial to measure the outputs of the current advertising campaign for Scheckter's Organic
Original Energy Drink.
Scheduling Time-12 weeks Expenditure-9,220
Product scheduling 3 weeks in first month $1,250

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Media scheduling Social media
6 weeks
Expenditure-
$2000
Magazine
4 weeks
Expenditure
-$2500
Newspaper
2 weeks
Expenditure-
3,470
$7970
Figure 2: Scheduling
(Source: Author)
Conclusion
The above piece of work deals with the advertising campaign to promote the product
Scheckter's Organic Original Energy Drink. This is an organic drink product introduced by
Woolworths in the market. However, from the environmental analysis, it has been received that
that social, cultural, personal, psychological and economic factors have a great impact on the
purchasing behavior of the consumers. Moreover, among the various media social media is the
most cost-effective way to promote an advertising camp.

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References
Blakeman, R., 2015. Advertising campaign design: Just the essentials. Routledge.
Lee, W.B., Fong, G.T., Dewhirst, T., Kennedy, R.D., Yong, H.H., Borland, R., Awang, R. and
Omar, M., 2015. Social marketing in Malaysia: Cognitive, affective, and normative mediators of
the TAK NAK antismoking advertising campaign. Journal of health communication, 20(10),
pp.1166-1176.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Rajasekar, D., 2018. A Study on Purchase Decisions of Celebrity Endorsement on Advertising
Campaign in Influencing Consumer–Impact Analysis. International Journal of Supply Chain
Management, 7(1), pp.230-235.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Thompson, E.R. and Prendergast, G.P., 2015. The influence of trait affect and the five-factor
personality model on impulse buying. Personality and Individual Differences, 76, pp.216-221.
Wang, E.S.T. and Chou, N.P.Y., 2014. Consumer characteristics, social influence, and system
factors on online group-buying repurchasing intention. Journal of Electronic Commerce
Research, 15(2), p.119.

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Wang, R., Liaukonyte, J. and Kaiser, H.M., 2018. Does Advertising Content Matter? Impacts of
Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass
Index. Agricultural and Resource Economics Review, pp.1-31.
Woolworths.co.za. 2018. Scheckter's Organic Original Energy Drink. [online] Available at:
http://www.woolworths.co.za/store/prod/Food/Beverages-Juices/Energy-Sport/Scheckter-s-
Organic-Original-Energy-Drink-250ml/_/A-5060248350010 [Accessed 9 May 2018].
Zhan, Q., Zhang, J., Philip, S.Y., Emery, S. and Xie, J., 2017. Inferring Social Influence of Anti-
Tobacco Mass Media Campaign. IEEE transactions on nanobioscience, 16(5), pp.356-366.