Reflect5 x MOJO
SUMMER 2021
Hosted by: Ali Khair (26594),Ina Durmic (15849), Khalid Attia (24199),
Osetale Inegbedion (24489) and Surriah Suriyathasan (23944)
Introduction
Segment and Competitive
Position Analysis
Table of
Content
The Content Powerhouse
Media Mix and Budget
Media Schedule
Reflact5 - The Story
Communication Goal
Conclusion
Segment and Competitive Position Analysis
FORM
STRATEGIC
DECISION
EVALUATE
COMPETITION
Who are our
Compare MOJO
Brand psychical
Main target group:
main
with the
characteristics
Millennials
Competitors in
competition
and pricing
Second target
the Market?
ROCKX
SOFT
TOIZ
BRAND
POSITIONING
TARGET
SEGMENTS
group: Generation Z
The Content Powerhouse
Year 1 and Year 2
Rural Area in Year 1
Main Target Segment :
Generation Z and Millennials
Urban and Rural
Focus on :
Invest into social listening and data
analysis
increase budget up to 50%
Secondary Target Segment:
Generation X
Urban and Rural
Focus on:
Investing into creativity
increase up to 50 %
Urban Area in Year 2
Content Powerhouse
Year 3 and Year 4
Main Target Segment :
Millennials and Gen Z
Focus on :
Primary Focus towards sozial network and
trend followers
Increase budget up to 70% into social
listening and data analysis
Secondary Target Segment:
Generation X
Focus on:
Secondary focus only
Invest less than 1/3 into creativity
maintain and balance Target group
Media Mix and Budget
YEAR 1
YEAR 2
Investing in traditional and
outdoor media
Maintained strategy &
increased investment by
50 %
YEAR 3
YEAR 4
Shift in strategy by focusing
on Digital
Paid/Earned/Owned
Manifesting media strategy
Example: Year 2
Media Schedule
METHOD
Looking at population
trends and considering
Seasonality data and
monthly trends
examining the graph
given expected
population trends
Our Story
The
Catch
"Do not change your strategy too soon"
Year 1 : Galvanise!
Year 3 : Captivate !
Objectives:
Action
Objectives:
Awareness
Interest
Engagement
COMMUNICATION GOAL
Year 2 : Galvanise !
Objectives:
Action
Engagement
Year 4 : Sensitise !
Awareness
Awareness
Thank you!
LET US KNOW IF YOU HAVE
QUESTIONS OR CLARIFICATIONS.