Naked plan book

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Executive Summary Naked Juice is the only premium juice beverage that is devoted entirely to the fruit. With no added sugars or preservatives, HDFK SLHFH RI IUXLW RIIHUV FRQVXPHUV D XQLTXH EHQHĂ€W :KHWKHU LW SURYLGH FXVWRPHUV ZLWK ULFK Ă€EHUV QHFHVVDU\ DQWLR[LGDQWV and other nutrients, or other vitamins and minerals essentially it is fruit with purpose. Naked Juice is priced slightly higher than other beverages in the premium juice category therefore we plan on reminding the customers just what they are paying for: It all comes back to the fruit. Truly, we are letting the ingredients sell themselves. Our product is trust worthy, and it GRHVQ¡W ORRN WRR EDG 1DNHG HLWKHU

Overview Our advertising plan will take the reader on a journey through the creative process that brought us to our competitive strategies for the Naked brand. It will delve into primary research for Naked juices, set goals, and then attempt to accomplish these goals with print, out-of-home, television and online advertisements. Our foundation will focus mainly on the fruit and its “purpose� and our advertisements will cater primarily towards men ages 18-34, with a secondary audience of women ages 18-34.

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We are Summit Advertising, taking our clients to the top since 2011. Summit advertising is all about rising to the challenges we are faced with to give our clients the best creative ideas possible. We have a competitive edge because we specialize in environmentally friendly products, and bring an integrated marketing communications approach. We certainly have a green feel to our company and look forward to reaching new heights with our clients.

Situation analysis Competitor Analysis SWOT Analysis Objectives Budget Summary Research Brand Value Proposition Target Market Campaign Strategy Creative Media Objectives and Strategies Media Choices Media Scheduling Media Budget Brand Activation Marketing Recommendations Evaluation Creative Brief Team Bios

Page 3-4 5 6 7 8 9 10 11 12 13-19 21 22-24 25 26 27 28 29-30 31 32-33

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*'&%,&'03);3,8.6'6 Historical Context

Economic Forces

Naked Juice was founded in 1983 by Jimmy Rosenberg, a young man who served smoothies to fellow beach-goers right from his home in Santa Monica, California. The fruit-blended drink quickly gained buzz and soon spread to stores throughout the Los Angeles area. By 2000, the 100% juice, preservative-free drink spread to all 50 states. In 2005, Naked Juice put itself as a prime competitor with former industry leader, Odwalla, after a re-branding campaign, which including changing its package to a square container as well as opening two delivery centers in Sacramento, California and Seattle, Washington. Sales increased further in 2006 when Naked Juice was bought by Pepsi. The soda company enabled the brand to spread to Canada and the UK as well as increase sales to surpass Odwalla and make Naked the industry leader. Since the two companies partnership, Naked Juice has introduced 12 new varieties, including their new oat blend. They continued to focus on its all natural, no preservatives, environmentally-friendly image. In 2009, Naked Juice teamed up the 5DLQIRUHVW $OOLDQFH D QRQ SURĂ€W JURXS WKDW PDUNHWV DOO IUHVK DOO QDWXUDO LQJUHGLHQWV ZLWK QR SUHVHUYDWLYHV

Competitive Forces While Naked juice may not dominate the premium juice beverage market, it provides tough competition against traditional OHDGLQJ MXLFH EUDQGV OLNH 7URSLFDQD DQG 0LQXWH 0DLG +RZHYHU ZLWKLQ WKH VXE FDWHJRU\ RI SUHPLXP MXLFH EHYHUDJHV 1DNHG¡V primary competition is Odwalla. It is able to differentiate itself from Odwalla by focusing on the preservative-free, no sugar added, perks of Naked.

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While the country is still recovering from the recession, consumers are still in the mindset of spending only on the necessities, ZKLFK RIWHQ GRHV QRW LQFOXGH WKH SXUFKDVH RI SUHPLXP MXLFH EHYHUDJHV 3HRSOH ZLOO VSHQG PRUH RQ ÂśQDWXUDO¡ SURGXFWV EXW JHWWLQJ WKH IUHTXHQF\ RI WKHVH SXUFKDVHV LV D FKDOOHQJH 1DNHG LV RIWHQ D OX[XU\ LWHP SXUFKDVHG ZKHQ LQ WKH PRRG IRU D KHDOWK\ GULQN DQG DW WKH FRQVXPHU¡V FRQYHQLHQFH 7KHUH QHHGV WR EH NQRZQ MXVWLĂ€FDWLRQ IRU VRPHRQH WR SXUFKDVH 1DNHG IRU WZLFH WKH price of an orange juice. )RU 1DNHG WR EH WKH WRS FKRLFH LQ LWV FDWHJRU\ LW PXVW RIIHU WKH EHVW WDVWH QXWULWLRQ DQG EHQHĂ€WV IRU WKH SULFH

Sociocultural Forces Naked Juice latches easily onto the cultural “go greenâ€? trend circulating around the United States right now. Our country, along with many others, is all for sustainability trends and utilizing all natural sources. The health craze and call for freshness in our culture currently welcomes products like Naked to the market. This socioeconomic trend encourages healthy and sustainable living but also has become the thing to do. The status of “going greenâ€? has been elevated such that it is the trendy FKRLFH WR PDNH 7KHUHIRUH WKH SXEOLF SDUWLFXODUO\ RXU WDUJHW DXGLHQFHV VKRXOG UHVSRQG ZHOO WR 1DNHG¡V SURPLVH RI ´1R preservatives ever.â€?

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:0+<#&'&0-);3,8.6'6 Strengths Odwalla

Fruit2Day

‡ Has been around longer (since 1986) ‡ Owned by Coca-Cola Company ‡ More variety of products (smoothies, pure juice, granola/protein bars) ‡ Fun and interactive website

*=>7);3,8.6'6 Weaknesses ‡ Responsible for an outbreak of E. Coli on the west coast in 1996 ‡ High in sugar ‡ ([SHQVLYH

‡ All-natural, no sugar added ‡ Far less popular in social media than its ‡ ´)LUVW GULQNDEOH HGLEOH IUXLW H[SHULHQFHÂľ ZLWK competitors 2 servings of fruit ‡ Newer to the market, not as much con‡ Low calorie options sumer awareness (2004) ‡ /HVV H[SHQVLYH WKDQ PRVW SUHPLXP MXLFH ‡ 9HU\ IHZ RSWLRQV RULJLQDO Ă DYRUV DQG beverages PRUQLQJ Ă DYRUV

Strengths ‡ Educates customers about fresh ingredients. Their slogan “nothing to hideâ€? builds a trusting relationship with customers. ‡ All of the fruit that is put into Naked Juice is hand inspected. ‡ 7KHUH DUH QR DUWLĂ€FLDO VXJDUV RU SUHVHUYDWLYHV ‡ &RQWLQXDOO\ FKDQJLQJ DQG JURZLQJ WR Ă€W WKH needs and wants of their consumers. ‡ Eco-conscious and sustainable.

Weaknesses POM Wonderful

‡ +HDUW KHDOWK\ DQG ULFKHU LQ DQWLR[LGDQWV WKDQ ‡ +DV EHHQ LQ FRQĂ LFW ZLWK 3(7$ RYHU any other premium juice beverage conducting animal testing ‡ Variety of products, they sell supplements ‡ Has had to remove aggressive/deceptive as well as fresh produce ads as demanded by the Better Business ‡ They use sustainable business practices %XUHDX¡V 1DWLRQDO $GYHUWLVLQJ 'LYLVLRQ

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Only produce juice and coconut water. ([SHQVLYH SULFH Limited avaliability. Perishable. Narrow focus.

Opportunities ‡ ‡ ‡ ‡ ‡

Health trends are on the rise. Innovation for product line. Event promotion. ([SDQVLRQ RI DYDLODELOLW\ ([SDQVLRQ RI SURGXFW OLQH Ă DYRUV

Threats ‡ Competitive market. ‡ Niche audience. ‡ Bad economy.

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4%52#&)6%++,-. Our budget for the advertising plan was $16 Million.

Marketing and Advertising Objectives The ultimate goal of the advertising campaign is to increase overall sales of Naked Juice by 4%. To do this Summitt Advertising will primarily target men ages 18-34. The communication goals are to increase awareness of Naked by 80% and to reach a comprehension rate of 70%. To accomplish these goals, the audience must understand and remember the messages of the campaign, so the effective reach of the ad campaign must be 80% of the target market, or 80, with an effective frequency of 4 views per person.

Time Frame 7KH FDPSDLJQ ZLOO UXQ IRU RQH \HDU VWDUWLQJ LQ -DQXDU\ DQG HQGLQJ 'HFHPEHU

y 1, Januar 2012

7

Magazines Internet Television Out of Home Ad Production

$5,085,438 $1,056,000 $6,630,000 $2,443,616 $960,000

Total Costs

$15,215,054 8

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Objectives

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IUXLW QR SUHVHUYDWLYHV DQWLR[LGDQWV SURELRWLFV DQG SUHELRWLFV DLG LQ GLJHVWLYH DQG LPPXQH KHDOWK YLWDPLQV GHSHQGLQJ on the particularly smoothie blend)

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Primary Research

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Process ‡ 2XU WHQ TXHVWLRQ VXUYH\ WKURXJK 6XUYH\ 0RQNH\ ZDV VKDUHG ZLWK IULHQGV RQ )DFHERRN 7KH VXUYH\ ÀUVW FROOHFWHG EDVLF GHPRJUDSKLF LQIRUPDWLRQ IURP WKH SDUWLFLSDQWV ,W FRQWLQXHG WR LQTXLUH DERXW WKH EHQHÀWV DQG GUDZEDFNV RI SUHPLXP IUXLW MXLFHV :H DOVR DVNHG VSHFLÀFDOO\ KRZ 1DNHG UDQNV LQ RXU SDUWLFLSDQWV PLQGV DPRQJ FRPSHWLWRUV

7KLV EDVLFDOO\ RYHUODSV ZLWK WKH HPRWLRQDO EHQHÀWV EXW 1DNHG KDVQ·W KDG DQ\ VFDQGDOV DVVRFLDWHG ZLWK LW ,W LV D YHU\ ¶JUHHQ· and health-aware brand. People that drink Naked believe they are being mindful about the environment and are doing VRPHWKLQJ JRRG IRU WKHLU ERGLHV 3OXV DQWLR[LGDQW LV D FXUUHQW EX]]ZRUG

Results ‡ Of those who answered the survey, 75% had tried Naked Juice. ‡ 97% of our survey participants were between the ages of 18 and 24. ‡ 65% were female, and 33%were male ‡ Majority of our participants bought premium juice beverages once a month. ‡ EHOLHYH WDVWH LV WKH PRVW LPSRUWDQW EHQHÀW IHOW QXWULWLRQ ZDV WKH PRVW LPSRUWDQW EHQHÀW ‡ The main reason people do not buy premium juice beverages is the price- 73% said so. ‡ 31% enjoy premium juice beverages in the morning, while 38% enjoy them in the afternoon. ‡ The main physical activities our participants take part in are: outdoor recreation (39%), working out at the gym (67%) and running/walking outdoors (57%). ‡ :H SURYLGHG FRPSHWLQJ EUDQGV DQG UDQNHG 1DNHG DV WKHLU ÀUVW FKRLFH

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The Primary Target market for Naked Juice are men 18-34 who value a healthy lifestyle that focuses on a nutritious diet DQG UHJXODU H[HUFLVH WLPHV D ZHHN 7KH SULPDU\ WDUJHW DOVR OLYHV D EXV\ ´RQ WKH JR¾ OLIHVW\OH LV HQYLURQPHQWDOO\ conscious, and values quality over price with an annual income of $75,000-$150,000. We are targeting these consumers primarily in the West, but also looking to raise awareness in the East. The secondary target market are women of the same age and behavioral and psychographic segments.

Meet Adam “The health conscious athlete�

Meet Greg “The environmentalist�

´:KHQ ,¡P PRXQWDLQ ELNLQJ URFN FOLPELQJ RU MXVW UXQQLQJ RQ WKH WUDFN , QHHG DQ H[WUD ERRVW RI IUXLW WR keep me going. I grab a Naked Juice because it gives me the nutrition and energy I need from a wide variety RI IUXLWV $OVR HDFK RI WKH Ă DYRUV KDV D GLIIHUHQW purpose for my needs and helps me switch things up. Whatever workout I have planned, I always pack a Naked Juice to go with me.â€?

´,¡P DOZD\V UDFLQJ WR P\ GLIIHUHQW HQYLURQPHQWDO PHHWLQJV DQG HYHQWV EXW LW¡V KDUG WR Ă€QG products that are both as “greenâ€? and “on-the-goâ€? as I am. Not only does Naked provide me with nutritious, all-natural fruits with no preservatives, but I really respect how Naked strives to make the world a better place by promoting recycling, fuel efĂ€FLHQF\ DQG WKHLU SDUWQHUVKLS with the National Rainforest Alliance. I love being able to FDUU\ DURXQG D VQDFN WKDW¡V delicious and also wants to help me save our planet.â€?

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Naked Juice is simply juice, no added junk. With the popularity of all natural products, we will highlight the ingredients in Naked and let them sell the product. From our primary UHVHDUFK ZH IRXQG WKDW WDVWH DQG QXWULWLRQ ZDV DPRQJ WKH PRVW LPSRUWDQW EHQHĂ€WV WKDW SHRSOH VRXJKW ZKHQ SXUFKDVLQJ D SUHPLXP MXLFH EHYHUDJH 7KURXJK D FUHDWLYH PHGLD PL[ we will position Naked as the juice that is best for your taste-buds and body. Our target market is an active crowd that knows the importance of nutrition and even when they are EXV\ 1DNHG LV WKH RQ WKH JR ÂśKRPHPDGH¡ VPRRWKLH ZLWKRXW WKH DGGHG VXJDU DQG preservatives that weighs down other healthy drink alternatives. With our Fruit with Purpose LGHD ZH ZLOO NHHS FRQVXPHUV DWWHQWLYH WR PDLQ EHQHĂ€W RI 1DNHG -XLFH

7A#)B'2)D5#, Fruit With Purpose Each bottle is jam-packed with fresh fruit, giving your body the nutrition it needs and the taste you crave.

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Creative Strategy 2XU FUHDWLYH VWUDWHJ\ LV WR VHOO RXU SURGXFW ZLWK DSSHDOV WR QRWKLQJ RWKHU WKDQ IUXLW DQG WKH SURGXFW¡V FRPPLWPHQW WR sustainability. The fruit has a purpose, the brand has a purpose and our mission is to portray that. We want original and LQQRYDWLYH ZD\V WR VKRZ WKH IULQJH EHQHĂ€WV RI WKH LQJUHGLHQWV LQ 1DNHG 2WKHU SUHPLXP MXLFH EHYHUDJHV KDYH SUHVHUYDWLYHV added sugar, and perhaps need to detract from that in their advertising. Naked has none of the above. Our entire creative process needs to focus on the fruit.

Art Direction

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Our art is conveying the message that fruit looks great, even Naked. It needs to be set against backgrounds that make the fruit pop out at the viewers, making them crave the nutritional, juicy goodness. Because the juice is reliant almost entirely on IUXLW RXU DUW VKRXOG EH WRR :H ZDQW WR VKRZFDVH WKH PRVW SURPLQHQW IUXLWV LQ 1DNHG -XLFH $IWHUDOO WKH\ GRQ¡W ORRN WRR bad Naked.

Copywriting 2XU FRS\ QHHGV WR H[SODLQ WKH EHQHĂ€WV RI WKH IUXLWV XVHG LQ 1DNHG -XLFHV $FFRUGLQJ WR RXU ELJ LGHD RXU IUXLW KDV SXUSRVH 7KH FRS\ LQ WKHVH DGV FRQYH\V WKH SXUSRVH RI HDFK IUXLW ZKHWKHU LW EH WKDW WKH\ FRQWDLQ YLWDPLQ & Ă€EHU RU DQWLR[LGDQWV 7KLV ZD\ SHRSOH FDQ WDLORU WKHLU VHOHFWLRQV WR ZKDW WKHLU ERG\ QHHGV PRVW :H GRQ¡W ZDQW D FOXWWHUHG DGYHUWLVHPHQW 7KH IUXLW FDQ speak for itself. Instead, we will use copy that is clever, catchy and enticing, while selling the product to our target market of men 18-34, and our secondary audience of women ages 18-34.

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*VYMX ;MXL 4YVTSWI For the Internet, we wanted to stick with our big idea, Fruit With Purpose, while taking advantage of the creative opportunities provided. The ad, which would run on websites JHDUHG WRZDUGV RXU WDUJHW PDUNHW VWDUWV ZLWK DQ DQQRXQFHU DVNLQJ ´GLG \RX NQRZ"Âľ From there the animation would begin as three pieces of fruit, that are in blended in WKH GULQN ZLOO FRQVHFXWLYHO\ SRS XS ZLWK WKHLU EHQHĂ€W 7KH IUXLW ZLOO individually fall into a rising Naked bottle one-by-one. We want to use this ad VSHFLĂ€FDOO\ WR IRFXV RQ QHZ 1DNHG Ă DYRUV WKDW WKH FRPSDQ\ KDV UHFHQWO\ UHOHDVHG

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The ad would appear on the inside of buses, in subway stations and in subway cars. We want to make the connection that using public transportation is green and that Naked supports green initiatives.

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Print

7R WHVW LWV HIIHFWLYHQHVV ZH VKRZHG DQG H[SODLQHG WKH DG to members in the target market and asked for immediate responses. Overall, audiences understood that Naked was DQ DOO QDWXUDO VPRRWKLH EOHQG ZLWK PXOWLSOH EHQHĂ€WV EXW there was a small critique on the ad in relation to our big idea.

Our ads were tested for feedback on a group of men within the target market. Their responses were overall positive. Everyone we tested understood the concept that peeling fruit symbolized them being “nakedâ€? and that the “purposeâ€? of the IUXLW ZDV DOO RI WKH EHQHĂ€WV VWDWHG DW WKH WRS

7KH WHVW VN\VFUDSHU IHDWXUHV 1DNHG¡V QHZ Ă DYRU ´PDQJR veggieâ€?. There is a carrot on our ad, but our big idea is Âś)UXLW ZLWK 3XUSRVH¡ $ FDUURW LV QRW D IUXLW 7KRXJK WKLV LV D valid concern, we agreed that the majority of ingredients in Naked are fruit and keeping the carrot does not hinder our message.

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Subjects agreed that the fruit choices stood out well and were recognizable. They all liked the olive background as opposed to the original brighter green, which they felt clashed with the fruit and looked less natural. Subjects also liked the fonts because they were easy to read, and matched the tone of the ads.

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Media Objectives

Internet

Our target market for Naked juice is men ages 18-34 who are active and nutritionally conscious, as well as environmentally friendly. Our secondary audience are women of the same age and lifestyle. In order to reach the desired audience, we are placing ads in magazines, websites and on television networks that are geared towards this market. The campaign will be located on the East and West Coasts and in notable “green� cities around the country.

Media Strategies

Out of Home 1%$ FRP )HDWXULQJ OLYH XSGDWHV WHDP SURĂ€OHV DORQJ withanything and everything related to professional basketball, this site is prime for any serious or hard-core hoops fan who will VXUHO\ FKHFN IUHTXHQWO\

Portland, OR New York, NY Boston, Mass San Fransisco, CA

Effective reach: 80% of target market Effective frequency: 4 Continuity A slightly-pulsing continuity strategy would work for Naked, maintaining low or average levels of advertising throughout the \HDU DQG WKHQ VOLJKWO\ LQFUHDVLQJ WKH DPRXQW GXULQJ VSHFLĂ€F WLPHV LQ WKH \HDU $GYHUWLVLQJ ZLOO LQFUHDVH

Media Type

Length / Dimensions

Television Print Internet Out-of-Home (transit)

30 seconds Magazine Full Page Animated Skyscraper In Bus and In Subway Cars

Designed for the frugal vacation shopper, this site is one of the top hits foranyone looking to travel and visitedconsistently by our target PDUNHW (YHU\GD\KHDOWK FRP Geared towards the health conscious, Everyday Health provides facts and tips to stay healthy and caters to both our WDUJHW PDUNHW DV ZHOO DV 1DNHG¡V RYHUDOO LPDJH The top sports site on anything from FIFA to Sunday Night Football, LW¡VGYHWLVHG E\ RYHU PLOOLRQ ZHE users, the majority of which fall into RXU WDUJHW PDUNHW

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5XQQHU¡V :RUOG DSSHDOV WR D ODUJH section of our target market who enjoying running and consider this a credible source in which to learn DERXW Ă€WQHVV DQG KHDOWK WLSV 7KH magazine promotes runners as “trendsetters, decision-makers, leaders, and pacesetters‌ “

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Wired reaches a large portion of our target market in the professional world who are interested in technology related news and promotes “seeding RXU FRPPXQLW\ RI LQĂ XHQFHUV with the ideas that will shape and transform our collective futures.â€?

Television 0HQ¡V +HDOWK SDLG YHULĂ€HG FLUFXODWLRQ

0HQ¡V +HDOWK UHDFKHV PXFK RI RXU WDUJHW market through its impressive circulation numbers and through covering all issues UHODWHG WR KHDOWK QXWULWLRQ Ă€WQHVV DQG OLIHVW\OH IRU PHQ H[FOXVLYHO\ $V WKH ODUJHVW PHQ¡V PDJD]LQH EUDQG RXU DXGLHQFH ZLOO Ă€QG LW FUHGLEOH DQG SD\ attention.

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Outside promotes itself as a magazine for all outdoor sports enthusiasts, covering two large portions of our target market, athletes and those who are environmentally conscious, with VHFWLRQV RQ WUDYHO ÀWQHVV adventure, and photography.

7KH 'DLO\ 6KRZ: The mock-news show starring Jon StewDUW LV RQH RI &RPHG\ &HQWUDO¡V KLJKHVW UDWH 79 VKRZV ZLWK 80% of its regular viewers aged 18-49. 5RFN 30 Rock is a television comedy that airs on NBC. The show has been a critical success, winning multiple Emmys, and draws a very large number of viewers. &RQDQ: This late-night talk show on TBS starring KRVW &RQDQ 2¡%ULDQ 7KH premiere of the show drew 4,100,000, with 3,285,000 viewers in the 18-49 demographic.

+RZ , 0HW <RXU 0RWKHU: This CBS sitcom has maintained consistently strong ratings throughout its seven seasons and has won 5 Emmy awards. It appeals to a large and diverse audience allowing it to be one of the top watched American sitcoms.

7KH /HDJXH: The League is a sitcom that airs on FX, which is centered around fantasy football. The show is targeted at males in WKHLU ODWH WHHQV WR PLG ¡V DQG appeals to older viewers with its adult comedy.

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+#5',)6$A#5%8'32 Jan

Feb

Mar

April

May

June

+#5',)4%52#& July

Aug

Sept

Oct

Nov

Dec

Executions

Costs

Weeks: 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Print:

10 9 9 12

Men's Health Wired Outside Runners World

Total Costs:

$1,957,800 $839,000 $767,970 $1,520,400 $5,085,438

Weeks: 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 TV: The Daily Show Conan The League 30 Rock How I Met Your Mother

2 2 2 4 2

2 1

1 2

2 1

1 1

2 2

2 2

2 2

3 2

2 2

1 1

2 1

1 2 3

2 2 2

2 1 1

1 2 1

20 18 9 13

4

3

2

2

21 Total Costs:

$1,800,000 $1,620,000 $540,000 $780,000 $1,890,000 $6,630,000

NBA.com Expedia.com Everydayhealth.com Runnersworld.com Wired.com MensHealth.com Outsideonline.com

12 12 12 12 12 12 12 12 Total Costs:

Magazines

Estimates for Skyscraper Ads at $11 CPM

Full page color ad

Website

Reach Frequency Impressions

Total Cost

ESPN.com

3M

4

12,000,000

$132,000

NBA.com

3M

4

12,000,000

$132,000

([SHGLD FRP

3M

4

12,000,000

$132,000

EverydayHealth.com 3M

4

12,000,000

$132,000

Runnersworld.com

3M

4

12,000,000

$132,000

Wired.com

3M

4

12,000,000

$132,000

MensHealth.com

3M

4

12,000,000

$132,000

Outsideonline.com

3M

4

12,000,000

$132,000

Total

Internet: ESPN.com

Internet

New York, NY Boston, MA San Francisco, CA

Total Cost

0HQ路V +HDOWK

10

$195,780

$1,957,800

Wired

9

$839,268

$839,268

Outside

9

$85,330

$767,970

$126,700

$1,520,400

Runners World 12

$5,085,438

Out of Home #of Times

Cost per Ad

Total Cost

7KH 'DLO\ 6KRZ

20

$90,000

$1,800,000

&RQDQ

18

$90,000

Population

RI 'D\V

Total Cost

Portland. OR

583,776

120

$140,106

$1,620,000

New York , NY

8,175,133

120

$1,962,032

617,594

120

$148,222

805,235

120

$193,256

Total Cost

$2443616

7KH /HDJXH

9

$60,000

$540,000

Boston, Mass

5RFN

13

$60,000

$780,000

San Francisco, CA

+RZ , 0HW <RXU 0RWKHU

21

$90,000

$1,890,000

Out of Home: Portland, OR

Cost per Ad

$1,056,000

Television

$132,000 $132,000 $132,000 $132,000 $132,000 $132,000 $132,000 $132,000 $1,056,000

#of Times

$6,630,000

$140,106.00 $1,962,032 $148,222 $193,256 Total Costs: $2,443,616 Total: $15,215,054

* 2 Rating Points per Ad **3 Rating Points per Ad 30 second Ad

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Partnership with Planet Fitness First, we would like to incorporate Naked juice into gyms by possibly setting up vending machines for Naked. Naked juice is DVVRFLDWHG ZLWK QXWULWLRQ DQG WKXV ZH ZRXOG OLNH WR WDUJHW ZRUNLQJ PDOHV DQG IHPDOHV ZKR H[HUFLVH IUHTXHQWO\ DQG IHHO WKDW D healthy lifestyle is a high priority. By strategically positioning the beverage, people working out at Planet Fitness either resolve to try it or at least start associating it with a healthy lifestyle. We would also advertise at gyms we are partnered with.

Energy Drink ,Q SDVW \HDUV WKH HQHUJ\ GULQN PDUNHW KDV H[SHULHQFHG GUDVWLF JURZWK FUHDWLQJ DQ RSSRUWXQLW\ IRU 1DNHG -XLFH WR SURGXFH DQ DOO QDWXUDO HQHUJ\ IUXLW GULQN 7KH SURGXFW OLQH ZRXOG EURDGHQ 1DNHG -XLFH¡V UHDFK DQG EH VXVWDLQ PDUNHW share throughout the year.

Place Naked Recycling Bins at Colleges in the Northeast and West Coast

Packaging Mini-Bottle: Producing a 12-ounce bottle minimizes the price for customer and a smaller portion.

We also want to align Naked juice with sustainability. Therefore, if we were to integrate them into schools, we could station Naked shaped recycling bins, or recycling bins with Naked logos in colleges looking to become more sustainable. While this ZRXOG QRW GLUHFWO\ PDNH VDOHV LW ZRXOG FUHDWH EUDQG DZDUHQHVV :H FRXOG DOVR JR D VWHS IXUWKHU DQG SDUWQHU ZLWK 6RGH[KR RU directly with the colleges to supply them with Naked juices to be sold by vendors on campus.

Vending Machines Vending Machines would allow Naked Juice to distribute products in nearly any location. The machines would B2B, sold to distributors who are responsible for upkeep. Machines would be strategically located and could be placed on college campuses, public parks, festivals, concerts, hospitals, sport games, subways.

Incorporating Naked Juices into Musical Festivals

Natural Boost 'XULQJ ÀQDOV ZHHN RIIHU FROOHJH VWXGHQWV D VHDVRQDO GLVFRXQW EHIRUH JRLQJ KRPH IRU VXPPHU EUHDN

We would like to set up a booth for Naked juice at Musical Festivals all across the country offering free samples, with full bottles available for purchase. If we position the drink near other booths promoting products that are good for the planet, Naked Ă€WV ULJKW LQ EHFDXVH LW¡V JRRG IRU WKH SODQHW DQG ERG\ +\GUDWLRQ LV LPSRUWDQW DW WKHVH IHVWLYDOV DQG LW¡V D JUHDW RSSRUWXQLW\ WR offer taste tests. This would help us align Naked with a sustainable and all natural image.

Locate Naked Hot Spots :H ZRXOG DOVR OLNH WR GHYHORS D IUHH PRELOH DSSO WKDW HQDEOHV \RX WR ÀQG RXW ZKHUH 1DNHG MXLFHV DUH VROG QHDU \RX MXVW E\ using your smart phone. As this idea catches on and becomes more popular, maybe we could even enable the app to provide D TXL] WR WHOO WKRVH SDUWLFLSDWLQJ ZKLFK 1DNHG à DYRU PDWFKHV WKHLU SHUVRQDOLW\ RU QXWULWLRQDO QHHGV

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!(,8%,&'03 Marketing and Communications Goals Evaluation Month

Sales Increase (%)

Awareness Increase

Comprehension Increase

January February March April May June* -XO\ $XJXVW

0.4 0.4 0.3 0.2 0.3 0.5 0.5

7% 6% 4% 5% 9% 9% 10% 10%

6% 5% 3% 4% 8% 9% 10% 10%

September October November 'HFHPEHU Total

0.4 0.3 0.2 0.2

8% 4% 5% 3% 80%

6% 3% 4% 2% 70%

Communications Goals

3UHWHVWLQJ ZLOO RFFXU SULRU WR WKH FDPSDLJQ WR HYDOXDWH FRQVXPHU¡V LQWHUHVW DQG DWWLWXGHV WRZDUGV 1DNHG -XLFH &RQVXPHUV ZLOO WKHQ EH DVNHG WR Ă€OO RXW VXUYH\V WKURXJKRXW WKH FDPSDLJQ UHJDUGLQJ WKHLU awareness, comprehension, and purchasing habits in relation to Naked Juice to determine whether we have reached our benchmark goals in marketing and advertising for each stage of the campaign. ‡ -XQH LV EROGHG EHFDXVH LW LV WKH KDOIZD\ SRLQW RI WKH FDPSDLJQ %HFDXVH RI WKH XSFRPLQJ VXPPHU PRQWKV ZH want to begin increasing sales, awareness, and comprehension more than previous months and reach a midway benchmark of 2% sales increase, 40% awareness increase and 35% comprehension increase. ‡ 7KH VXPPHU PRQWKV HVSHFLDOO\ -XO\ DQG $XJXVW DUH LQ SLQN EHFDXVH WKHVH DUH WKH PRQWKV ZH H[SHFW VDOHV awareness and comprehension to increase the most as studies show the demand for juice and other beverages rises in the summer.

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Background of Company Naked juice was founded in 1983 when Jimmy Rosenberg developed a 100% fruit juice that he distributed on the beaches of Santa Monica, California. In 2006, PepsiCo acquired the company and has since produced 12 new juices, two of which feature vegetables. Recently Naked ventured outside of the juice category and developed a new line of coconut water and a juice oat blend snack. Today Naked juice is an industry leader in the ´VXSHU SUHPLXP¾ IUXLW MXLFH FDWHJRU\ DQG KDV JURZQ WR SURGXFH DQG VKLS VL[ PLOOLRQ ERWWOHV HYHU\ PRQWK QDWLRQ ZLGH

School of Communications at Ithaca College. Born and raised in Rochester, NY, .DUHHP¡V KREELHV LQFOXGH SOD\LQJ JXLWDU GUDZLQJ SDUWLFLSDWLQJ LQ intramural sports, and getting disappointed by the Buffalo Bills.

Goals 1DNHG¡V JRDOV DUH WR LQFUHDVH DZDUHQHVV IRU WKH SURGXFW E\ LQ WKH WDUJHW PDUNHW DW D FRPSUHKHQVLRQ UDWH RI DQG WR LQFUHDVH LWV VDOHV E\ for the upcoming year.

Kareem maintains a Naked lifestyle by making annual trips to the Adirondack Mountains in Upstate New York every August to try to climb all of 46 high peaks with his best friends.

Kareem Khalil is a sophomore Integrated Marketing Communications major in the Roy H. Park

Target Market ,Q RUGHU WR DFFRPSOLVK 1DNHG¡V JRDOV WKH FRPSDQ\ ZLOO DGYHUWLVH 1DNHG -XLFH¡V QDWXUDO QXWULWLRXV WDVW\ VRXUFH RI IUXLW WR PHQ DJHV Key Fact 2XU JRDO LV WR EHWWHU SRVLWLRQ 1DNHG -XLFH DV D IXQFWLRQDO IUXLW GULQN ZKLOH SURPRWLQJ LWV QXWULWLRXV HQHUJL]LQJ JUHHQ DQG Ă DYRUVRPH TXDOLWLHV .H\ &XVWRPHU %HQHĂ€WV SUHVHUYDWLYH IUHH QXWULWLRQDO YDOXH WDVWH VXVWDLQDEOH SRUWDEOH &RQVXPHUV SXUFKDVH IUXLW MXLFHV IRU WKH H[SHULHQFH DQG HQMR\ WKH WDVWH DQG QDWXUDO boost of fruit juices. Advertising Problem 1DNHG -XLFH KDV GHOLYHUHG LQFRQVLVWHQW EUDQG PHVVDJHV DQG FRQVXPHUV DUH XQDZDUH RI WKH SURGXFWV IXQFWLRQDO EHQHĂ€WV Advertising Objective :H ZLOO UHSRVLWLRQ 1DNHG MXLFH DV Âś)UXLW :LWK 3XUSRVHÂľ LQ RUGHU WR HPSKDVL]H WKH MXLFH¡V EHQHĂ€FLDO LPSDFW RQ WKH ERG\ DQG SODQHW Target Customer Promoting Naked juice to men ages 18-34 in the United States, heavily focused on the West Coast and Northeast region. We will be advertising toward environmentally and health-conscious college students and young professionals who live an active, “on-the-goâ€? lifestyle.

Carolyn Mohn D MXQLRU DW ,WKDFD &ROOHJH¡V 5R\ + 3DUN 6FKRRO RI &RPPXQLFDWLRQV LV DQ integrated marketing communications major with a minor in outdoor pursuits. Currently she is an LQWHUQ DW &RPPXQLTXp 'HVLJQ DQG 0DUNHWLQJ LQ ,WKDFD 1< DQG ZRUNV SDUW WLPH DW ,WKDFD %DNHU\ 6KH D PHPEHU RI WKH ,WKDFD &ROOHJH GDQFH WHDP D FKRUHRJUDSKHU IRU WKH VWXGHQW GDQFH FRPSDQ\ DQG D '- on the radio station. She loves spending time outdoors hiking, skiing or kayaking. After graduation, she SODQV WR SXUVXH D FDUHHU LQ WKH Ă€HOG RI PDUNHWLQJ IRU WKH RXWGRRU UHFUHDWLRQ LQGXVWU\

Catherine Fisher is a junior Cinema & Photography major with a concentration in

Competition 2GZDOOD )UXLW 'D\ 320 :RQGHUIXO

screenwriting from Colts Neck, New Jersey. In Ithaca she is a volunteer at Longview Retirement community, a member of the Ithaca College Forensics Team, and an editor for Buzzsaw, the alternative magazine on campus. To stay active, Catherine plays tennis and goes snowboarding during the winter season.

Brand Personality Healthy, Transparent, Honest, Green, Refreshing, Energizing. Underlying Emotional Need 7UXVW LQ 1DNHG¡V FRPPLWPHQW WR HQYLURQPHQW DQG JRRG KHDOWK DOZD\V SURGXFLQJ VXVWDLQDEOH DQG QXWULWLRXV MXLFHV WKDW DUH IUHH RI DGGLWLYHV

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H##&)0%-)&#,+ Shay Wescott is a sophomore Integrated Marketing Communications major with a PLQRU LQ &RPPXQLFDWLRQ 0DQDJHPHQW DQG 'HVLJQ DW ,WKDFD &ROOHJH¡V 5R\ + 3DUN 6FKRRO of Communications. She is originally from Windsor, NY (right outside of Binghamton) and ZDQWV WR XOWLPDWHO\ EH LQYROYHG LQ HYHQW SODQQLQJ IRU QRQ SURĂ€WV LQ 1HZ <RUN &LW\ As a member of the WICB radio promotions team, Shay helps to plan events and promotions as well as advertising strategie. She has also been involved in designing press kit materials for the station and attending events As a student-phoner for the Ithaca College Phonathon, Shay contacts parents and alumni of Ithaca to update records, build rapport, provide information on current and upcoming events taking place at the college and attempt to make cases for support of the school. As of Spring 2012, she will also be starting a job with Campus Center Events and Services.

Maya Kachroo-Levine is a junior journalism major with minors in Integrated Marketing Communications and Politics. She is the Vice President of the Society of Professional Journalists DQG LV D SURGXFHU IRU WKH ,&79 VKRZ 1HZVZDWFK 6KH ZRUNV DV WKH 0HGLD 'HYHORSPHQW ,QWHUQ for the Cancer Resource Center of the Finger Lakes. She looks forward to studying abroad in Paris, )UDQFH QH[W VHPHVWHU DQG LQWHUQLQJ DW WKH /RQGRQ 2O\PSLFV LQ WKH 6XPPHU RI

Joanna Meyer LV D VHQLRU DW ,WKDFD &ROOHJH¡V 5R\ + 3DUN 6FKRRO RI &RPPXQLcations with an Integrated Marketing Communications major.Joanna is passionate about travel and spent a semester studying in Barcelona, Spain. After graduation she hopes to travel more, and plans to work in advertising in New York City.This past summer Joanna lived in the City and interned at Addiction Worldwide, a full service-advertising agency. 6KH SUHYLRXVO\ LQWHUQHG IRU 'DQ 6PDOOV 3UHVHQWV DQ HVWDEOLVKHG WDOHQW SURPRWHU DQG HYHQW SURGXFHU LQ ,WKDFD DQG IRU ,WKDFD¡V 6WDWH 7KHDWHU

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