Janice Lim Jenna Stolz Bails Palmer Dan Krause Micah Materre
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Table of Content Situation Analysis • Coca-‐Cola Company Analysis Minute Maid Brand/ Product Analysis – Product A?ributes – Price – PromoAon – Netnography Minute Maid Market Analysis Minute Maid Cooler Target Market Analysis Competitive Analysis
Minute Maid Coolers Market Research SWOT Analysis Minute Maid Coolers Creative Strategy Minute Maid Coolers Media Tactics Creative Materials – Print Ads – Out-‐of-‐Home Billboard – 30sec spot – script – Social Media – ExperienAal – InteracAve – Banner Ad – App/Game 2
Coca-Cola Company Analysis Coca-‐Cola is a beverage company that markets on a global scale, including children, with their healthy variety of products by Minute Maid.
Coca-Cola products include:
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Coke Diet Coke Sprite Fanta Dasani Powerade Fuze Smart Water Simply Orange Honest Tea Nos Minute Maid
Current Sales Analysis:
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Philanthropic Strategies:
Coca Cola holds 22.94% of refrigerated fruit drink category as of 2012 Coca-‐Cola’s revenue as of last quarter is $10.58 billion, up 2% in its first quarter (2014). The volume of non-‐soda beverages (like Minute Maid) sold also rose by 8% in the first quarter (2014) Coca-‐Cola’s juice and juice drinks grew 3% in the first quarter of 2014, despite growing health concerns about high sugar and calorie content in juices.
Water stewardship and replenish report – bringing clean water to 2 million people in Africa and working with partners to conserve water #5by20 – empowering women by creaAng be?er economic opportuniAes Plant bo7le technology – sustainable environmentally friendly packaging 3
Minute Maid Coolers Brand/ Product Analysis Product Attributes Product features:• Made in a pouch • Shelf sustainable • Straw provided • Individual packet • Single serving • 10% real fruit juice
Product benefits:-‐ • Convenience • MulAple flavor opAons • Disposable • Health benefits (contains calcium, vitamins, etc.) • Trustworthy brand • Associated with quality and health.
Different Flavors • Coolers Berry Punch • Coolers Clear Cherry • Coolers Fruit Punch • Coolers Orange Strawberry • Coolers Pink Lemonade • Coolers Tropical Punch
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Minute Maid Coolers Brand/ Product Analysis Pricing The average price per product: • $2 -‐ $3 per box depends on the stores Accessible to final users: • Grocery stores • Chain retailers such as Target, Wal-‐ Mart, etc.
Promotion
Campaign • dated and has been inacAve for years • It’s last “how do you hangout?’ campaign aired in 2001. • No current social media/promoAons • No shout-‐outs/ responses on Facebook and Twi?er. • Twi?er promoAons 2-‐3 Ames daily. • Minute Maid as a whole is a preferred brand, however Coolers obtain less preference and more acceptance. Current PosiAoning • Mothers who care about the ulAmate in great-‐tasAng refreshment with a variety of beverage opAons that come in cool, easy-‐to-‐open contour pouches. Customer Reviews • Coca-‐Cola’s phone customer service, it is good standing, with a short wait Ame, and human to human interacAon. 5
Minute Maid Coolers Brand/ Product Analysis Netnography
The majority of the social media presence supporAng Minute Maid is heavily focused on company funded adverAsing. Recipes, visuals, and contests are majorly seen on Twi?er and Instagram. A larger aspect of user generated content comes from websites such as Pinterest, Twi?er, and especially Instagram. Hash-‐tagging #MinuteMaid for a user’s current status is the most common style of non funded consumer adverAsing.
Pinterest:
Twitter:
Instagram:
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Minute Maid Cooler Market Analysis Industry Size • There are currently 886 businesses in the juice industry Seasonality • Summer/ Fall Opportunities • Although Coolers haven’t been adverAsed for a long Ame, we have a good canvas for a fresh start and a brand new campaign. We can use the trending health consciousness to tap into that market, adverAsing the added vitamins (100% vitamin C and 10% calcium). The company could also add another health benefit like electrolytes or other vitamins to increase the healthiness of Minute Maid Coolers.
Threats • Because of the increasing health concerns of the target market, compeAtors like VitaCoco, Odwalla, Naked Juice, and Bolthouse Farms are becoming more popular because of the more wholesome ingredients (greater % of real fruit juice, less sugar and addiAves, more nutrients and health benefits). • Because Minute Maid Coolers haven’t been adverAsed since 2001, their compeAtors, especially Capri Sun, have a head start as well as more memorable and recent campaigns (ex. “Respect the Pouch”) Trends • In the juice industry are increasing the shelf life and adding “exoAc” flavors like papaya, mango, and pomegranate. • Juice and smoothie bars have steadily increasing revenue (2%) since 2007. • Vegetable flavors are more prominent due to a higher health consciousness among consumers. • Added health benefits like increased immune health and energy are becoming more popular. 7
Minute Maid Cooler Target Market Analysis Target market approach •
DifferenAated – The primary target:-‐ mothers of children – The secondary target:-‐ children – The terAary targets:-‐ millennial purchasing based on nostalgia
Demographic/Psychographic Profile
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Based on MRI+ data, consumers who purchase Minute Maid Coolers are mostly women ages 18 -‐ 54 years old. The secondary market of Coolers are children ages 6-‐11.
Consumer Profile Our consumer profile is Danielle Anderson who works as a subsAtute teacher to help support her family. Her husband Ron is one year older than her at the age of 34 and works in construcAon. They have two children at the age of 3 and 6. James is 6 years old and enjoys playing on the neighborhood soccer team. Her brother Madeline is 3 years old and enjoys watching her brother play soccer, but enjoys the playground at the field more. Both of Danielle’s kids love when she brings a cooler of Minute Maid coolers to quench their thirst while they run around and play. The children enjoy the taste and how they can take it on the go, while Danielle loves the nutriAon and the convenience of not worrying about cups or the kids spilling all over themselves, which is why she buys Minute Maid Coolers by the boxes when she goes to grocery shopping each week. They live in a quaint starter house in the suburbs. They like to have their children do outdoor acAviAes in the summerAme. 8
Minute Maid Cooler Target Market Analysis Characteristics of Targeted Customers Need/ Benefit
Convenience and mobility It can be a healthier opAon for a beverage compared to soda and other juices • It is porAoned in serving sizes. Product Usage • Children are using the product as a beverage to drink on the go. The children have these juice pouches in their lunchboxes, at school or when they parAcipate in acAviAes to quench their thirst. PosiAoning • Minute Maid is known to be one of the world’s leading marketers of juices and coolers. It is posiAoned towards moms who purchase Coolers for their children with a need for variety of opAons and easy, on-‐the-‐go packaging Aqtude • The children whom are the secondary target market enjoy the product. The parents like the health benefits while the children enjoy the product. According to social media, there are mostly posiAve and neutral comments. • •
Quantitative Analytics •
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From Compete, 21,489 unique visitors viewed the site. The visits are gradually increasing from March 2014 to July 2014. During August 2013, Wal-‐Mart was selling Minute Maid Coolers (10 packs) for only $0.97 by showing a coupon of $1.00/1 Minute Maid Juice or Drink Box 10-‐pk. Quantcast doesn’t have any data on Minute Maid website. Insights: Based on the both QuanAtaAve and QualitaAve Data, mostly women or mothers and children are the targeted. There are also more people purchasing during Summer especially outdoor acAviAes, events and etc.
Purchasing Process •
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The market usually makes the purchase while grocery shopping and preparing for school or acAviAes. Minute Maid Coolers are compared to the other juice products based on price, flavors, and nutriAonal value. The decision is made by the parents and their children. The users (children) influence their parents to make the purchase. They have the preference and are targeted by the adverAsing.
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Minute Maid Cooler Target Market Analysis Quantitative Analytics Compete.com Â
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Competitive Analysis
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Competitive Analysis
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CompeGtors’ strengths and weaknesses Market Share Minute Maid is holding 24% of the overall market, where its compeAtor Tropicana, is holding 33%. MM dominates $550 million frozen concentrate sector, with 44.7% market share. Tropicana dominate the 100% juice category with market shares 48.3% and 42.8% Financial Standing • Based on Kras 2013 annual report, the net revenues for beverage (Capri Sun & Kool-‐Aid) is $2,681 millions. Compared to 2012 net revenue $2,718 millions, it decreased by 1.4% due to lower net pricing. • Hi-‐C is one of the Coca-‐Cola product line. However, there isn’t any Hi-‐C financial informaAon listed on Coca-‐Cola 2013 annual report. Their annual report mainly focus on Coke.
Target Market Perception • Capri Sun: Many social media posts include photos of mold found in the product including complaints about the safeness of the product. Some customers have developed feelings of apprehension toward the product itself and a distrust in the brand. • Hi-‐C doesn’t have many social media outlets to analyze to see how customers feel about the brand/product. Reviews for the product state that the customers think the size is convenient and prices are fair. • Kool-‐Aid Jammers: There is a lot of customer parAcipaAon on the Kool-‐Aid Facebook page. Many rave about the variety of flavors (both year-‐round and seasonal) and the ease of giving a pouch to children for school. Research & Development Capabilities • Capri Sun has transparent bo?om to show parents what’s in the pouches. They are also using more durable pouches. They are trending towards healthier juice with less sugar. They also teamed up with Lunchables. Hi-‐C has not done anything new since 2007. The last thing they did was add some new flavors that were disconAnued. Kool-‐Aid Jammers had a transparent back that competed with Capri Sun. Kool-‐Aid Jammers has not done anything new in the past five years. 13
Competitive Analysis CompeGGve Trends • Capri Sun has uAlized social media really well to make their product favored by moms. They illustrated how they listen to moms to make their product/service be?er. They also adverAse how much more healthy it is with less sugar. • Hi-‐C does not have a specific social media site as well as website. With the increase in social media’s popularity, this could change soon and Hi-‐C might try to reintroduce their products through social media. They also use health benefits for leverage. • Kool-‐Aid Jammers does not have any social media, but it has an interacAve website. Kool-‐Aid as a company has social media and could branch off a social media site for Jammers if they feel it could be strong enough. • All three have potenAal to rise as a threat on social media. They also use leverage of health benefits in their favor.
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Competitive Analysis:- Netnography Capri Sun on Pinterest
Kool-Aid Jammers on Twitter
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Competitive Analysis:- Netnography Capri Sun Instagram
Kool-Aid Jammers Instagram
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Minute Maid Coolers Market Research Problem Minute Maid Coolers don’t have as much product awareness and market share as the compeAAon, Capri Sun. Research Objectives: • How many parents ages 18-‐54 purchase juice drinks for their children • What product characterisAcs do they value when making a purchase? • Does social media affect their purchasing habits?
Methodology Online Survey: We developed an online survey targeAng parents/ caretakers with children and we received 140 responses. Surveys were distributed via Facebook, Redit, Twi?er, and parenAng community blogs.
Projective Techniques Facebook is the most popular social media plauorm used by people being surveyed. Minute Maid Coolers is primarily directed to parents and children as their main consumers. Minute Maid Coolers were favored in all categories including price, taste, and packaging. We could evolve to mulAple social media plauorms and shape our markeAng towards parents as well and children. We need to establish an idenAty for Minute Maid Coolers instead of its associaAon with Coca-‐Cola and Minute Maid.When asked to speak for Minute Maid Coolers, many students explained how Minute Maid Coolers are the cooler refreshment choice. They also said that Minute Maid Coolers is the “mature” choice as a refreshment. They also used the portable pouch to their advantage. People claimed they would say things like “Stay cool.” Or “Keep your Cool.” They categorized Minute Maid Coolers as the kind of person who would be a “friendly 17 hippie.”
Minute Maid Market Research Results • • • • •
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35% of mothers go grocery shopping for juice once a week, 25% of them do it twice a week 67% of mothers take their children with them to the grocery store 53% of children help on the purchase decision of juices 47% juice drinkers are brand loyal Minute Maid ranked worst among Juicy Juice, Capri Sun, Hi-‐C, and Kool-‐Aid Jammers according to: – Awareness – Price – Packaging – Taste – Flavor 82% of mothers uses Facebook most compared to other social media plauorms. 33% of mothers spend 1 hour a day on social media and 15% of them spend more than 3 hours. 93% of them do not follow their favorite portable juice on Twi?er
Insights • People are more health concern and prefer to have healthier juice. • Build a stronger brand idenAty. – Take over all plauorms of social media – DifferenAate itself from compeAAon
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SWOT Analysis S
Minute Maid has been in the market for a long Ame, it is known by most consumer. It has excellent distribuAon and availability. Minute Maid Coolers comes in a pouch, so it makes it easier and more convenient for consumers to have it on to-‐go. It also has variety of choices in terms of flavors.
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Although Coolers haven’t been adverAsed for a long Ame, we have a good canvas for a fresh start and a brand new campaign. We can use the trending health consciousness to tap into that market, adverAsing the added vitamins (100% vitamin C and 10% calcium.) The company could also add another health benefit like electrolytes or other vitamins to increase the healthiness of Minute Maid Coolers
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Although Minute Maid is recognized by most consumer, Minute Maid Coolers is not as recognized as the other brand such as Kool-‐Aid Jammers, Capri Sun and etc. Minute Maid Coolers itself do not have social media sites where consumers could find their informaAon.
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Because of the increasing health concerns of the target market, compeAtors like VitaCoco, Odwalla, Naked Juice, and Bolthouse Farms are becoming more popular because of the more wholesome ingredients (greater % of real fruit juice, less sugar and addiAves, more nutrients and health benefits). Because Minute Maid Coolers haven’t been adverAsed since 2001, their compeAtors, especially Capri Sun, have a head start as well as more memorable and recent campaigns (ex. “Respect the Pouch”) 19
Minute Maid Coolers Creative Strategy Objectives • By the end of 2015, we will increase brand engagement of Minute Maid Coolers on social media by 100% • Increase awareness of Minute Maid coolers by 30% by the end of 2015 • PosiAon Minute Maid Coolers as the top nutriAon juice pouch among the compeAAon for consumers who are health concerned. Problem • Minute Maid Coolers don’t have as much awareness as the compeAAon Target Audience • Mother aged 18-‐44 that purchase juice pouches for their children aged 3-‐15. They’re concerned about their children’s health and giving them products that they will enjoy and will also be good for them. She purchases whole grain and kid friendly products like granola bars, cereal, and crackers. She purchases all of the household products for the family. She is tech savvy, owns a smartphone and laptop, and interacts on social media websites like Facebook, Twi?er and Pinterest.
Single Minded Proposition • Minute Maid Coolers is the only mobile juice pouch with calcium Reason to Believe • Minute Maid Coolers displays their nutriAonal facts on their packaging Why might they talk about this idea • Parents will be happy to share the health benefits of Minute Maid Coolers • Minute Maid Coolers have good flavors, which the children enjoy, and parents are glad that they would prefer over the compeAAon because of the health benefits What keeps the conversation going • We will emphasize the benefits of calcium • We will use social media to engage parents with the brand 20
Minute Maid Coolers Media Tactics Print ads in Magazine (Year Round) • Highlights High Five, Baseball Youth, Sports Illustrated Kids, Fun for Kids, Preschool friends magazine • We will also offer a sample pouch in a magazine insert of our Minute Maid Coolers where everyone can get a small taste of our juice Digital Banner Ads on kids gaming website (Year Round) • Armor Games, addicAnggames.com, disneychannel.com, pbskids.org , kidsgame.org, candystand.com • Banner ad is promoAng digital app/game where kids race the school bus and the high scores will be posted on the bus stop for the public to see 30 SecondTelevision Spot • July-‐September, when kids are going back to school Mobile App (Year Round) • Created a free mobile game app for kids to play. • It is compaAble for iPhone and Android devices.
Out of home (May-September) • Billboards ads will be placed in different states. Mostly outside of places where families go for vacaAons. • Places like Florida (Disney World), Wisconsin Dells, California (Disney Land), New York, Chicago, Six Flag Great American and Indiana Beach. Interactive Ads (November-January) • InteracAve vending machines will be placed in malls in major ciAes like New York, Chicago, San Francisco, Dallas, Nashville, Boston, Atlanta and etc. Social Media (Year Round) • UAlize digital media such as Facebook, YouTube, Twi?er and Instagram to promote and adverAse the health benefits of Minute Maid Coolers • Through social media, parents and kids will enter a compeAAon organized by Minute Maid Coolers. They will be posAng their photos and videos with the hashtag given. Experiential (April-June) • HosAng a Cool Calcium Challenge in Dallas, Nashville, Chicago, and San Francisco. 21
Creative Materials
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Print Ads
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Print Ads
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Print Ads This print ad will contain a small sample of Minute Maid Coolers juice. The pouch is specially engineered not to burst while in transit inside the magazine.
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Out-of-Home Billboard
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30sec TV Spot Script
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Interactive The arm wrestler vending machine will be found in malls. No money will be required to get a Minute Maid Coolers pouch from the machine, but students will need to arm wrestle it instead. For some, it will be programmed to give the kids a hard Ame before they can retrieve their drink, and some it will be relaAvely easy. The copy “Maid to be strong” is found on the side to reiterate the importance of calcium in Coolers. 28
Experiential The Minute Maid Cool Calcium Challenge can be likened to a mini-‐ Olympics. Parents and their children enter via social media by using #maidtobeahero. Kids will then be selected to compete in the event. It will be held in Dallas, Nashville, Chicago, and San Francisco. Each parAcipant will receive a bag full of freebies like a Frisbee, sunglasses, and parAcipaAon medal. 29
Social Media
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Banner Ad
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App/Game
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-Thank You-
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