Integrated Media Plan 2015 S.I. Newhouse School of Public Communications Syracuse University Corinne Pavlicko, Onjoli Martelly, Domnick Hadley, Olivia Song
Executive Summary Background
IZZE Beverage Company began in 2002 in Boulder, Colorado. The drink provides an all-natural blend of fruit juice and sparkling water. The company was acquired by PepsiCo in 2006 and is now distributed nationally in various grocery chains and national outlets like Costco, Whole Foods, and Target as well as Chipotle, Panda Express, and Starbucks. IZZE lies in various categories with many competitors who have larger media budgets however, IZZE hopes to create a national dialogue with invested and passionate consumers.
Media Budget
A $23 million budget was allocated roughly 70%-30% between national and spot media. The spot media was distributed into markets with high BDI and CDI as well as markets with high CDI and fairly low BDI and high population.
Campaign Details
1. Increase national brand awareness from 12%-22% 2. Generate a dialogue amongst target consumers and grow a cache of brand evangelists
The campaign will use a pulsing schedule and utilize media such as magazines, social media, and cable TV running year-round, and Internet and in-store advertising for a 6-month period. The 6-month period of increased advertising will be April through September when carbonated drink consumption is highest among users. Reach/frequency during peak months is 83/3.6 and 55/2 for remaining months.
Target Audience
Sales Promotion
Objectives
The media plan will target a broad range of carefully chosen personas that exemplify the IZZE woman. These personas include: Sophisticated Snackers, Knack for Naturals, Soda Shifters, and Health Conscious Mothers. The target typically likes to eat a fairly healthy diet and likes to know what ingredients she consumes. She enjoys cooking, being fit, and prefers natural products. She is thinks of herself as sophisticated, gracious, and dignified.
A digital coupon will be distributed to customers for buy one get one free for IZZE. This will hopefully entice consumers to share their extra IZZE with a friend and make a toast to health and happiness. This is part of a larger social media campaign that will spark a dialogue with IZZE and the target audience.
Table of Contents Situational Analysis 1 Brand History 2 Marketing Analysis 3 Creative History 4 Analyzing the Competition 6 Target Analysis 9 Primary Research 10 Geography & Timing/Purchase Cycle 11 Media Mix 14 SWOT 15 Marketing Position/Objectives 16 17
Creative Brief The Anthem
18 19
Target Audience Target Personas
20 Media Plan 21 National Media Rationales 25 Social Media Strategy 27 Reach/ Frequency 29 Media Budget 30 Geography 31 Scheduling/ Timing 32 Sales Promotion 33 References Appendix
What’s the fizz all about? IZZE Beverage Company began in Boulder, Colo., in 2002. Started by Greg Stroh and Todd Woloson, the beverage provides an all–natural blend of fruit juice and sparkling water. IZZE is said to have no added sugars, caffeine, preservatives or artificial flavors and…provides a full serving of fruit along with the hydration of natural spring water. Stroh and Woloson named the company after Woloson’s eldest daughter, Isabelle, and modeled IZZE after European sodas. They used Stroh’s experience with his family’s brewery and his previous drink endeavor, Sundance Natural Juice Sparklers, to create IZZE (Dolan, 2014). IZZE became popular with soda drinkers looking for something without refined sugar and other unhealthy additives that come in traditional sodas. Stroh and Woloson created IZZE to be part of a healthy, conscientious lifestyle, both internally and externally. Besides being health conscious, IZZE strives to be socially conscious. IZZE strives to raise awareness for the Global Education Fund (GEF), a non-profit founded by Woloson and his wife to build and maintain libraries for underprivileged children worldwide.
They also lend their support to Discover the Arts and Discover Conservation. Overall, IZZE is a company that truly encourages its customers to embrace the statement that “what’s inside matters.” Stroh says that IZZE customers are “adopting the quality of the product, the all-natural ingredients, the great taste, the passion of the people inside the IZZE Beverage Company family, and our philanthropic approach to building business”. IZZE is an intelligent, holistic balance of health and conscientious thought that is demonstrated through their natural ingredients and commitment to philanthropic missions that contribute to the betterment of the individual and the world.
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Marketing Analysis
Product
Placement
IZZE Sparkling Juice: 12 oz. glass bottle 120 calories per bottle 28g sugars
70% pure juice and a splash of sparkling water
IZZE Esque: 12 oz. glass bottle 50 calories per bottle, 14g sugars
25% pure juice and sparkling water
No added sugar, high-fructose corn syrup, preservatives, caffeine or artificial flavors
Less than half the calories of IZZE Sparkling Juice
Flavors: Pomegranate, Grapefruit, Lime, Blueberry, Clementine, Peach, Blackberry, Apple, Pear (limited) and Lime Mint Mojito (limited) Flavors: Watermelon, Black Raspberry, Limón and Mandarin
IZZE Fortified: 8.4 oz. can 90 calories per can 20g Sugars
70% pure juice and sparkling water Fortified with Vitamin C, B6, and Niacin
Flavors: Clementine, Pomegranate, Apple, Grapefruit, and Blackberry
IZZE Sparkling Natural Soda: 12 oz. glass bottle 120 calories 29g sugars
Made with all natural flavors birch and root extracts
Flavors: Birch and Ginger
Promotion
National retail outlets: Target, Safeway, Whole Foods, Wild Oats National retail outlets: Markets,Safeway, Costco, BJ’s, Target, Whole and Sam’s Club Foods, Wild Oats Markets, Costco, BJ’s, Fast casualClub restaurant and Sam’s chains: Chipotle, Starbucks, Fast casualPanda restaurant Express chains: Chipotle, Starbucks, Panda Online: Express AmazonIZZE
Price
Online: AmazonIZZE $1.39 to $1.69 per bottle $ 1.39 per can 4-pack: 4.99 per to $bottle 5.49 $1.39 to $$1.69 $ 1.39 per can 4-pack: $ 4.99 to $ 5.49 24-variety-pack on Amazon.com: $14.49, 8.4-oz. cans 24-variety-pack on 12-pack on Amazon.com: Amazon.com: $14.49, 8.4-oz. cans $33.49, 12-ounces bottles 12-pack on Amazon.com: $33.49, 12-ounces bottles
Email newsletter with IZZE coupons Strong social media presence on Facebook, Twitter, Pinterest, Instagram and YouTube highlighting healthy ingredients IZZE posts pictures with hashtags such as #FriendsDayNight, #WordsofWisdom Product placement in Grey’s Anatomy Sponsors Chipotle’s Cultivate Festival, an event that strives to promote food, ideas, and music
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Creative History IZZE relies heavily on word-of-mouth advertising and promotional events to publicize its products. “You’ll Love What’s Inside” was IZZE’s print and Facebook Connect social media marketing campaign. It featured images of IZZE’s signature clear glass bottles filled with slices of fresh fruit to show what’s inside the bottles. The ad was featured in national print magazines GQ, People, and Entertainment Weekly. It also ran online and in an animated outdoor campaign on jumbotron screens in Times Square. IZZE Sparkle Generator, its Facebook Connect campaign, allowed users to choose a fruit, write a message, and send it to their Facebook friends. The consumer would earn more points and their connections to other people increased.
IZZE has recently launched several initiatives to strengthen its online presence. It created a web series featuring Internet and Cooking Channel stars Alie and Georgia. Known for their innovative cocktails and entertaining tips, Alie and Georgia host weekly web series featuring fun and palatable cocktails inspired by IZZE. The brand also works with other popular blogs and online media producers including Brit + Co. and Urban Bliss Life to feature IZZE-inspired crafts, recipes, and entertaining ideas.
In addition to word-of-mouth advertising, IZZE uses promotional events to advertise its products. IZZE hosts sampling events at colleges and high schools across the country as well as an annual Spark of Spring Dinner in Portland, Ore., in which various bloggers and PR firms attend a fun night of IZZE inspired food and cocktails. The brand also supports philanthropic organizations including Discover the Arts and Discover Conservation, while also providing catering and tent services to events such as: film festivals, culinary events, art-related activities, and alternative energy initiative events.
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Analyzing The Competition As a nutritionally dynamic product, IZZE holds a very unique position within the soft drink category. It contains 70% juice concentrate, which technically places it in the juice market. Its concentration of sparkling water also places it in a position to compete in the bottled water and carbonated soft drink markets.
Pepsi, IZZE’s parent company, maintains a relatively strong position in all three segments. However, Coca-Cola outranks Pepsi in the carbonated soft drink and juice segments. Nestlé, with its slew of still and sparkling water products, largely outranks Pepsi in the bottled water category.
Largest U.S. Juice Producers - 2013
Market Share
The Coca-Cola Company
Simply Orange, Simply Apple and Simply Grapefruit, Minute Maid Odwalla, ZICO
27.7%
Pepsico, Inc
IZZE, Sobe, Tropicana
21.9%
Dr. Pepper Snapple Group, Inc.
Snapple, Hawaiian Punch, Mott's, ReaLemon, Mistic, Mr. and Mrs. T mixers, and Nantucket Nectars
5.0%
Ocean Spray Cranberries Inc.
Ocean Spray cranberry, grapefruit, blueberry, crancherry; diet juice drinks and sparkling drinks
4.9%
Largest U.S. Bottled Water Producers - 2013
Competitive Advantage More consumers are seeking healthier alternatives to carbonated soft drinks – especially those containing artificial additives. More than a quarter of respondents in a recent Mintel survey reported higher preferences for carbonated soft drinks containing no high fructose corn syrup or added artificial sweetener. An additional 30% admitted drinking less or no carbonated soft drinks because such products contain caramel coloring and brominated vegetable oil, a powerful flame retardant. As a result, more consumers are drawn to products with flavorful, healthier ingredients - especially nectars (fruit drinks containing 30-99% juice). Other Competitors: Campbell’s produces V8 Fusion Light; Welches and Tampico Beverages produces other popular 100% juice products.
Market Share
Nestle S.A.
Nestle Pure Life, Perrier, Poland Spring, S.Pellegrino, Ice Mountain, Nestle Exotics
34.5%
The Coca-Cola Company
Glacéau fruit water, Smart water, Vitamin Energy and Vitamin Water; Dasani Nutriwater, Sparkling and flavored drops
16.9%
Pepsico, Inc.
Propel, Aquafina still and Flavorsplash sparkling water
13.0%
Danone SA
Danone Aqua, Evian, Bonafant, Badoit
6.7%
Other Competitors: Sparkling Ice and La Croix, two independent companies, produce a variety of fruit flavored sparkling water products.
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Sales Analysis (in billions) Year
Standard Cola
Diet Cola
Nectar
Fruit Flavored Carbonated Soft Drinks
Flavored Sparkling Water
2009
$25.23
$14.86
$33.81
$13.12
$14.39
2010
$24.48
$14.25
$34.51
$13.21
$15.33
2011
$24.19
$13.66
$34.91
$13.23
$16.00
2012
$23.94
$13.06
$35.47
$13.30
$16.78
2013
$23.59
$12.79
$35.79
$13.54
$17.41
Source: Marketline Advantage Sales revenue of 100% juice drinks made without concentrate, dropped from $7.8 billion in 2012 to $7.6 billion in 2013. Similar to conditions in the carbonated soft drink segment, health concerns continue to slowly drive consumers away from juice/fruit drinks that contain artificial sweeteners. Approximately 34% of respondents in another Mintel survey reported that they had reduced their consumption of juice drinks because they contain too much sugar. Moreover, 32% of consumers reported that they’ve began searching for products that don’t contain high fructose corn syrup and nearly one-quarter view artificially sweetened juices as being potentially harmful to their health. That demand for fruiter, healthier drinks could also explain why more consumers are flocking to fruit flavored carbonated soft drinks and flavored sparkling water. Sales of fruit flavored
carbonated soft drinks have continued to grow even amidst declines in carbonated cola drinks. Flavored sparkling water revenues have also steadily increased in recent years – making it the second largest revenue generator in the bottled water segment. IZZE is poised to capitalize on consumers’ changing beverage preferences. Nearly three in 10 respondents aged 18-34 indicated that they are interested in flavored waters made with juice instead of artificial additives and sweeteners. Additionally, two in five women between the ages of 18-34 consider enhanced bottled water as a good source of vitamins and minerals missing from their diets. IZZE doesn’t include any artificial additives or sweeteners in its products, which may entice larger portions of defected carbonated cola and sparkling water drinkers seeking flavorful options.
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Target Analysis Exploring Attitudes Food/Nutrition “Any agree” I always check ingredient/nutrition content in food before buying
112
Buys natural products because concerned about family’s health
113
Try to eat healthy and pay attention to my nutrition
113
Evaluate the nutrition when ordering at a restaurant
112
I am willing to spend more for a quality bottle of wine
112
I enjoy trying different types of food
111
I regularly eat organic foods
114
Always looking for new ways to live a healthier life
111
Simply put, IZZE drinkers want to consume foods and beverages that are as natural as possible. They are very mindful of nutrition for the entire family. Attitudes were chosen based on an analysis of indexes from an MRI+ study of Carbonated Juice Drinkers (See Appendix).
IZZE’s target audience views IZZE as a healthy alternative for carbonated soft drinks. IZZE used print campaigns and social media to promote the brand and communicate with its consumers. Past media coverage indicates that the target demographic was young to middle-aged women who were health-conscious and enjoy reading women’s magazines. IZZE’s brand personality is very playful and compassionate. Social media fans’ comments reflect an eagerness to buy IZZE in more locations and be a part of a community of IZZE women.
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Target Analysis Exploring Attitudes Lifestyle “Any agree� I consider myself sophisticated
114
I consider my fashion style to be trendy
115
I am very interested in the fine arts
119
Government should pay more attention to environmental issues
113
I am interested in finding out how I can help the environment
111
My goal is to make it to the top of my profession
110
Considered self an expert in: Physical Fitness
134
Coffee
129
Healthy Lifestyle
140
Soft Drinks
127
Snacks
155
Restaurants
133
New food items
130
Business
137
Grocery Shopping
146
Business Travel
130
Wine
138
Parenting
138
Photography
148
Products for Babies or Children
149
Healthy/Active, Environmentally-Friendly Refined/Sophisticated Tastes Smart Snacker, Family-Oriented Career Driven, Creative & Artistic Attitudes were chosen based on an analysis of indexes from an MRI+ study of Carbonated Juice Drinkers (See Appendix).
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Target Analysis Products Used in Last 6 Months: Bottled Water & Seltzer
126 Grapefruit Juice (Heavy Usage)
256
Other Diet Soft Drinks (Not Colas)
136 Nectars
202
Other Regular Carbonated Soft Drinks
121 Iced Cappuccino/Espresso
210
Sports Drinks/Thirst Quenchers
132 Salt Alternatives
134
Prepared Mixed Drinks with Liquor
150 Frozen Yogurt
164
Prepared Mixed Drinks without Liquor
161 Rice Cakes
160
Super Premium Domestic Beer/Ale
151 Organic Foods
159
Malt Liquor
171 Nutrition/Energy Bars
173
Champagne & Sparkling Wines
147 Environmentally Friendly/Green Products
134
IZZE women are frequent water, juice, and coffee drinkers. They also consume high quality, luxury, expensive alcoholic drinks which proves they have more refined, sophisticated tastes. Consumption of salt alternatives, frozen yogurt, rice cakes, organic foods, and nutrition bars also shows that a healthy lifestyle is a top priority to them.
Attitudes were chosen based on an analysis of indexes from an MRI+ study of Carbonated Juice Drinkers (See Appendix).
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Primary Research A total number of 10 women between the ages of 18-44 who currently drink IZZE participated in a survey to share their beverage consumption habits, motivations for drinking IZZE, and knowledge of IZZE’s ingredients and advertising. The majority of participants consumed mostly coffee, water/sparkling water, tea, and purchase IZZE 1-3 times per month. They perceived IZZE as a healthier alternative to artificial juice drinks and soda. Three of the participants shared that they used to drink soda before making the switch to IZZE. Primary research was also conducted to find out where IZZE is located inside supermarkets (Wegman’s, Giant Eagle, Smith’s Food & Drug). Surprisingly, IZZE was placed in the beverage aisle next to the soda. Store managers expressed that it is easier for Pepsi drivers to place IZZE on the shelves next to the soda where Pepsi already occupies space. This can cause confusion for shoppers because perceptions of IZZE may be mixed with unhealthy sodas. Also, consumers who are already aware of IZZE may not know where to find it.
Personal Interviews “I buy it every time I go to Chipotle!” - Gina, 19 “It’s healthy, and I feel better drinking it than soda.” - Christy, 22 “My children love IZZE! I don’t mind, because it doesn’t have high-fructose corn syrup.” - Stacy, 44
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Geography IZZE performs extremely well in the western regions of U.S., particularly in the Pacific West. IZZE’s BDI in Denver stands at 884, far out-pacing the CDI for that region. IZZE also performs well in the following regions: East North Central region of the Midwest and the Mountain West region of the West.
Markets
Timing/Purchase Cycle Sales for nonalcoholic ready-to-drink beverages are seasonal, with the second and third calendar quarters (April - September) generating the highest sales volumes. Peak consumer usage of carbonated soft drinks (CSDs) occur primarily in the afternoon and evening, supporting the belief that carbonated soft drinks are primarily used as a refreshing treat. Among consumers who like to drink CSDs with their meals, consumers under age 44 have the highest consumption rates. Lunch, and dinner are the most popular meal occasions for these consumers.
BDI CDI
Cincinnati/ Dayton
156
201
Columbus
181
204
Denver
884
193
Detroit
144
790
Portland, Oregon
208
155
Sacramento
111
105
Salt Lake City
130
108
Seattle/Tacoma
231
158
Spokane
140
123
St. Louis
105
110
In the same survey based on the Internet users aged 18+, about 89% of the U.S. populations have purchased any kind of carbonated soft drink in the last three months by April 2014. Among people who consume non-cola carbonated drinks, men are more likely to consume at least three glasses of regular carbonated drinks per week, and female less than two glasses per week (Simmons)
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Media Mix Soft Drink Competitive Spending
(2012-2013) Coca Cola dominated advertising spending in all three soft drink categories. Pepsico maintained a relatively strong position in all categories as the second highest advertiser in nearly all three categories. Many of the brands diverted advertising expenditures from several flagship products to newer fruit flavored and reduced calorie soft drinks. Coca Cola reduced media spending for its Minute Maid 100% Pure Orange line by nearly 4% from 2012-2013. However, it spent $9.6 million advertising its Minute Maid Pure Squeezed Light product in 2013, compared to zero dollars in 2012. Coca Cola made similar reductions in the bottled water category - trimming its media budget for Dasani (still) water. Yet, it diverted additional advertising expenditures to its Dasani Drops Enhanced Flavor product line, which includes fruit flavors ranging from Strawberry Kiwi to Coconut Pineapple. Those reductions in media spending for nonflavored, high calories drinks reflects recent changes in consumer consumption patterns. IZZE can definitely benefit from both rapidly growing trends. Coca Cola, along with several other competitors, have increased media spending on products that directly compete with IZZE in the sparkling water and juice markets. But those recent increases pale in comparison to media budgets for its carbonated soda products. With Pepsi’s resources, IZZE can claim a larger share of voice in two categories that are in the early growth stages.
Share of Voice Competitive Media Spending (for individual product lines)
2012 $(000)
2013
% of total ad spend
$(000)
% of total spend
Juice Minute Maid
30546.9
5% 15471.2
3.1%
Ocean Spray Crancherry
12147.1
2%
3349.3
0.68%
18023.3
3% 17028.7
3.5%
Bottled Water Glaceau Flavored Vitamin Water Dasani Bottled Water
4452
0.7%
930.2
0.2%
15.3% 55049.4
11.2%
Carbonated Soft Drinks Coca Cola Classic
74986.9
Dr. Pepper
42140.8
Quintiles
I
II III IV V
TV (Total)
91
99
105 104 101
Primetime TV 96
98
100 107 98
Radio
107 110 99
94
90
Newspaper
100 107 99
97
96
Magazine
115 107 98
93
87
Internet
103 106 106 97
87
Outdoor
109 103 95
94
99
6.9%
36318
7.4%
Carbonated Juice Drink Consumers
Carbonated juice drinkers are heavy print media users. They index particularly high for magazine usage, 115 and 107 respectively. They also register relatively high indexes for newspaper usage compared to other medium - 100/107 compared to indexes of 91/99 for total TV usage and 96/98 for prime time television usage. They also had high indexes for radio and Internet media usage - with radio slightly out-pacing Internet consumption.
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Media Mix Juice Drinks Competitive Media Spending by Medium (for juice drinks) Network TV
2012 $(000) 113560.4
2013
Percent
$(000)
2-Year Sum
Percent
$(000)
Percent
52.4% 68542.8
44.8% 182103.2
49.2%
Cable TV
55782.9
25.7%
43823
28.6%
99605.9
26.9%
Syndication
10109.3
4.7%
3855.8
2.5%
13965.1
3.8%
2206.4
1.0%
7318.2
4.8%
9524.6
2.6%
9.3% 22159.9
14.5
42318.5
11.4%
Spot TV Magazine Sunday Mags
20158.6 5237.6
2.4%
0
0
5237.6
1.4%
Newspaper
202.6
0.09%
12.9*
0.008%
215.5
0.05
National Spot Radio
313.1
0.14%
73
0.05%
386.1
0.10%
Internet Display
3235.8
1.5%
2325.2
1.5%
5561
1.5%
Outdoor
5922.3
2.7
4929
3.2%
10851.3
2.9%
Brands in the juice category spent a combined 78.7% of their media budgets advertising products on network, cable and spot television networks in 2013. Ocean Spray, the third largest U.S. juice producer, spent near $37.1 million advertising its various fruit juice drinks on network, spot, and cable television networks.
* Brands also invested in national newspaper advertisements
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Media Mix Bottled Water Brands in the bottled water category followed suit, spending nearly 78% on national television networks. That leaves room for IZZE to compete in other mediums - magazine and other Internet/ digital media - that are more commonly used by its main target audience.
Competitive Media Spending by Medium (for bottled water)
2012 $(000)
2013
Percent
$(000)
2-Year Sum
Percent
$(000)
Percent
Network TV
18485.6
30.8%
8253
13.7% 26738.6
22.2%
Cable TV
21124.1
35.2% 18931.3
31.3% 40055.4
33.3%
Spot TV
3305.4
5.5%
5361.5
Magazine
3766.7
6.3%
Newspaper
7200.6
National Spot Radio
8.9%
8667
7.2%
9593.2
15.9% 13359.9
11.1%
12.0% 15413.2
25.5% 22613.8
18.8%
679.1
1.1%
501.2
0.82%
1180.3
0.98%
Internet Display
1996.3
3.3%
825.3
1.4%
2821.6
2.3%
Outdoor
2877.2
4.8%
1028.5
1.7%
3905.7
3.2%
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S W O T
1. Healthy, pure, natural ingredients 2. Unique brand history/story 3. Niche positioning in a newly defined beverage category 4. Variety of unique, flavorful products 5. Strong social media presence 6. Environmentally friendly/ Cause related marketing 7. Enhanced distribution in large, national restaurant chains such as Chipotle and Panda Express
1. Low national brand awareness 2. Minimal, forgettable marketing 3. IZZE’s definition of who they are is not strong enough 4. IZZE can be perceived as unhealthy due to packaging that is similar to soda. 5. Limited distribution compared to competitors
1. Consumers are on the hunt for healthier beverages 2. IZZE can leverage strong social media presence to reach new audiences 3. Define healthy in a different way, including IZZE as an accessory to a well-balanced diet 4. IZZE’s fun, inviting personality can foster a positive & engaging dialogue 5. Growth of Juice/Sparkling Water/Natural Soda industries
1. Threats from many substitutes in the soda, water, and sparkling juice categories 2. New healthy beverage alternatives are emerging within this niche market 3. Grocery stores, unsure of IZZE’s identity, may place it next to soda, tarnishing its healthy image 4. IZZE may face threats from healthier alternatives with lower sugar content 5. Difficult to cut through ad clutter with budget constraints
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Market Positioning/Objectives The Challenge
IZZE is currently lacking its “own space” in the market. The IZZE brand needs a campaign that will catapult its sparkling juice beverage to a national US market and introduce the wholesome, natural qualities of IZZE to consumers. An anthem to give IZZE an identity and personality to stay alive and grow in the mind of consumers is also a crucial component to its success.
The Positioning
IZZE’s dynamic ingredients puts it in a unique position to capture consumers seeking healthier alternatives to carbonated colas and 100% juice drinks. The brand contains 70% juice concentrate and sparkling water, making it an optimal choice for consumers migrating to flavored sparkling water products. Furthermore, IZZE doesn’t contain artificial additives or sweeteners, offering another point of parity for consumers who are seeking carbonated soda alternatives.
Two Servings of Fruit with a Splash of Sparkling Water
Healthy eating isn’t defined solely in terms of strict dieting, staying unrealistically thin, or saying goodbye to the foods the consumer loves. Rather, it’s about the happiness and satisfaction the consumer feels from making smart choices. IZZE can count as a serving of fruit in your daily diet. • Instead of calorie counting, think of healthy eating in terms of color, variety, and freshness (IZZE is a high calorie drink). • Search for food and drinks that you love and recipes that include natural ingredients that will lead to a more nutritious and delicious lifestyle (IZZE can be used in recipes). • Every healthy food choice you make counts. Moderation is key to a healthy lifestyle. It means eating less of the unhealthy artificial sweeteners, and replacing it with healthy, natural fruit juices. Drinking a bottle of IZZE with your meals twice weekly could be considered moderation for someone who couples it with other healthy food choices.
The Objectives
• Increase Brand Awareness of IZZE from 12% to 22% • Generate a dialogue amongst target consumers and grow a cache of brand evangelists
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Creative Brief Why are we advertising?
To increase awareness for the IZZE brand and create an anthem to grow a community of women love IZZE and love to talk about it.
Who are we talking to?
Health conscious women who search for natural, wholesome ingredients. They have sophisticated tastes and like to try new, healthy drinks to freshen up their selection.
What does the target audience currently believe?
They believe that sparkling juice drinks are a healthier alternative to traditional sodas. Natural, wholesome ingredients are a crucial part of living a healthier life.
What do we want people to think or feel after experiencing advertising?
IZZE is the perfect accessory to a healthy, well balanced diet that brings you 70% pure fruit juice with a sparkling splash of something special.
What is the single most important message we want to communicate? IZZE will satisfy sophisticated tastes and a daily serving of fruit in your healthy, balanced diet.
Why should people believe this?
• IZZE contains real fruit juice and its sugars/carbohydrates are occur naturally from wholesome sources. • IZZE’s caloric content is less than or equal to other juices drinks, sodas, and new age beverages on the market. • IZZE was created to be a European style sparkling drink for the American palate that captured the sophisticated fruit flavors from Italy, France, and Switzerland.
Creative Requirements:
A simple, unique message that speaks directly to health-conscious women and that can be integrated across a variety of media platforms.
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The Anthem IZZE Women say “Cheers to Health & Happiness”
To say ‘cheers’ is a traditional and informal way to toast with friends and family. This message will be spoken loud and clear while raising a bottle of IZZE, just before taking a first sip. Saying “Cheers to Health and Happiness” will also reinforce IZZE’s reputation of having a happy-go-lucky, contagious personality.
CHEERS TO HEALTH
& HAPPINESS
The Movement
Women who currently drink IZZE will grow to become brand advocates who love to share good health and happiness with their friends and family while drinking IZZE. Saying cheers and sharing an IZZE beverage with a friend will become a ritual when drinking IZZE.
The Conversation
Media messages will use this simple, happy-go-lucky message to catch attention and emotions. The message can also be customized and used as a way for people to #CheersTo anything their celebrating or sharing.
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Target Audience The IZZE Woman Likes to know as much about ingredients before she buys food products
Likes to try new drinks
Working at eating a healthy, well-balanced diet
First among friends to try a new health food
Tries to eat healthier foods these days
Quick to try a new nutritional product
When shopping for food, prefers organic/natural products
Prefers food presented as an art form
Prefers food without artificial additives
Enjoys Cooking
Nutritional value is most important in the foods she eats
Self-Concepts: Refined, Gracious, Sophisticated, Dignified
Only snacks on healthy foods
I make sure I exercise regularly or at least once a week
Target Audience Objective:
Aim all advertising at health-conscious IZZE Women in order to: 1. Drive current IZZE users to share content about it 2. Spark a dialogue among IZZE women 3. Increase awareness of where the target can purchase IZZE
These attitudes were chosen to create the target audience for the campaign. The target audience represents 48,338,300 women. IZZE needs to reach at least 4,000,000 women in 2015 in order to increase national awareness from 12 to 22%. The IZZE Woman is an expert in: health, fitness, snacking, grocery shopping, environmentally friendly products, business, parenting, magazines, newspapers, Internet, fashion, beauty, and restaurants
Target Audience Rationale:
Attitudes were chosen based on an analysis of indexes from an MRI+ study of Carbonated Juice Drinkers (See Appendix). Similar attitudes were chosen in SIMMONS database to find deeper insights and media habits.
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Target Personas “Sophisticated Snacker”
She has a healthy snacker, with a sophisticated palate and a happy-go-lucky attitude. To her, IZZE is like the jewelry for the palate: with many colors and styles to choose from. Like a piece of jewelry, her drink is the perfect accessory, whether she’s sitting outside Starbucks on a hot summer day, or in the comfort of her kitchen. When she drinks IZZE, she feels like she has captured the world’s most sophisticated fruit flavors.
“Knack for Natural”
She cares about staying fit and eating a healthy, well-balanced diet. She knows exactly what ingredients are in the food she eats and avoids artificial sweeteners for the negative health effects they may have. She is not willing to compromise taste or cost for the sake of wellness. Trying to be healthy isn’t all fun and games for her, but it can include colorful, sparkling juice drinks if she plays her cards right.
“Soda Shifter”
Soda drinking, much like a morning cup of coffee, is a ritual for her. She believes the quick pick-me-up offered by a sweet soda beverage will give her the energy and sweet satisfaction she needs to get through the day. After reaching for the soda, she is regretful and thinks about all the healthier options she could have chosen instead. She’s ready to replace her bad habit with a healthier routine.
“Health Conscious Mother”
She is pregnant while taking care of three other children in the household. She’s craving a bit of the bubbly and missing that carbonation quench that water just doesn’t satisfy anymore. She’s cut down on caffeine, reached for diet pop as an alternative, but knows that the artificial sweeteners in diet pop aren’t healthy. She is on a mission to find flavorful, healthy drinks for her and the whole family.
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Media Plan
Target Audience and Media Mix Objective:
Aim all advertising at sophisticated, health-conscious IZZE women in order to: 1. Drive current IZZE users to share content about it 2. Spark a dialogue among IZZE women 3. Increase awareness of where the target can purchase IZZE
National Media
The target audience represents 48,338,300 women. IZZE needs to reach at least 4,000,000 women in 2015 in order to increase national awareness from 12 to 22%.
Strategy:
Use a mix of new and traditional media to reach IZZE women. The national advertising campaign will deploy advertisements on the following mediums: Internet display, women’s magazines, paid social media, network cable television, in-store promotions/sampling events, and targeted mobile advertising. The campaign will also feature spot advertisements in selected markets.
Increase awareness of IZZE with targeted reach
Network Cable Television
Network television usage is low among targeted users. However, they maintain a greater affinity for cable television. Based on high SIMMONS indices for cable television usage, IZZE will run 15-second spots during food, fashion, and women’s interest programming on five key network cable channels.
Women’s Magazines
The target responds favorably to magazine advertisements. Native advertising will highlight IZZE’s nutritional value – promoting the drink to a target seeking alternatives to carbonated sodas. Full-page display advertisements featuring the “Cheers To Health and Happiness” tagline will engage potential consumers and will move current brand evangelists to educate friends and family about IZZE.
Internet: Target Sites
The IZZE woman indexes high on Internet as entertainment and information searching. While traditional banner ads will be used, the Internet strategy will focus more on native content. IZZE will run promoted content on social news and entertainment sites and Internet radio sites.
Internet: IZZE has a very strong social media presence. Paid social media promotions Paid Social with campaign messages will spark a dialogue among current users to reach Media IZZE women.
Spot Media In-Store Advertising
Build on national plan with increased frequency and reach during peak
In-store advertising in 500 stores, across 12 spot markets, during peak months in the campaign. There will be a mix of shelf display advertising and floor decals in the beverage aisle and produce sections to reach our target and lead them to where IZZE is located in the store.
Based on attitudinal data, IZZE women are highly sophisticated consumers. They seek out brands that cater to their refined tastes, and they are more likely to choose media that is engaging and interactive. IZZE will launch an integrated campaign that will reach the target on mediums that offer engaging experiences. IZZE drinkers are heavy social media users. They share content about their favorite brands on social media. They are also more likely to index high for posting content on social media networks. The major social media platforms - Facebook and Twitter allow brands to target consumers base to target based on interests and purchase behavior.
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National Media Rationales
National Cable Television
Target Audience’s Relationship With Television I find television advertising interesting and quite often it gives me something to talk about
151
If I couldn't have cable I wouldn’t watch TV
129
When I watch television, I often notice brand named products used as part of the set
134
After I watch my favorite television show, I can remember the brand named products characters were using during the show
159
When I see a character using a brand named product I never tried before, I am likely to try it
204
Cable TV Recommendations Cable TV Services Viewed In The Last 7 Days - Cooking Channel 118 Cable TV Services Viewed In The Last 7 Days - Food Network
115
Cable TV Services Viewed In The Last 7 Days - Oxygen
123
Cable TV Services Viewed In The Last 7 Days -Style
136
Cable TV Services Viewed In The Last 7 Days –WE TV
120
Television usage among target users was relatively low, especially for primetime network television. However, the target audience maintains a greater affinity for cable television – responding affirmatively to the statement, “If I couldn’t have cable I wouldn’t watch TV.” Based on their affinity for cable, IZZE women are much likely to tune into cable channels featuring cooking, fashion and women’s interest programming.
IZZE women also respond favorably to television advertisements. They responded affirmatively to the statement, “I find television advertising interesting and quite often it gives me something to talk about.” IZZE will run a limited schedule of 15-second spots featuring its “Cheers to Health and Happiness” campaign. The spots will run between popular shows on each of the five cable networks. IZZE will also negotiate product placements on Chopped. Chopped chefs use baskets of mixed ingredients to produce dynamic meal courses. IZZE could be used as a basket ingredient. IZZE would negotiate placements on other shows featuring popular hosts.
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National Media Rationales Women’s Magazines
Carbonated juice drinkers have high usage indexes for print magazines based on MRI data. IZZE drinkers, based on several attitudinal indicators that align with the carbonated juice category, consume print magazines at extremely higher rates. IZZE women are more likely to read health and fitness magazines than the average consumer. Those high indexes extend to other publication types including Epicurean (food/cooking), beauty/ fashion/grooming, and general women’s interest magazines. In addition to consuming content, IZZE women respond favorably to product advertisements placed in magazines. They are more likely to read ads in magazines just out of curiosity. They also view magazine advertisements as viable sources of information to learn about products.
Target Audience’s Relationship With Magazines Magazines are my main source of entertainment
206
Most magazines are worth the money
168
I often read ads in magazines just out of curiosity
161
I rely on magazines to keep me informed
186
I enjoy reading ads in magazines
178
I cannot resist buying magazines
202
Advertising helps me learn about the products that companies have to offer
138
Publication Types – Gross Readers: Health and Fitness
174
Publication Types – Gross Readers: Epicurean
179
Publication Types – Gross Readers: Women’s Fashion, Beauty, and Grooming
143
Publication Types – Gross Readers: Women’s
142
Advertising IZZE in the leading publications frequented by the target audience will help spark national dialogue about the brand. IZZE women have very sophisticated and refined tastes. They also are very health conscious and are extremely concerned about their family’s health – making them more likely to share product information with friends and family.
Magazines Read in the last 6 months Cooking Light
170
Elle
158
Food & Wine
172
Instyle
148
Everyday Food
163
Oprah Magazine
140
Health
168
Real Simple
169
Prevention
158
Self
169
Allure
147
Vogue
160
Full-page display advertisements featuring the tagline “Cheers to Health And Happiness” will be placed in leading magazines to introduce the IZZE’s nutritional benefits to like-minded consumers. Full-page native advertisements will also showcase nutritional benefits of IZZE compared to other carbonated soft drinks. Using the headline “Not All Soft Drinks Are Created Equal,” the advertisements would feature content about the health benefits of consuming natural, non-artificially flavored beverages. The ads would display IZZE drinks with added emphasis IZZE’s lack of artificial additives and sweeteners. The highest volume of magazine ads will be placed in editions published April through September – capitalizing on the seasonal nature of beverage purchases. Ads will be published in other months, especially during the holiday seasons. However, IZZE will taper frequency during those slower months to optimize its budget.
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National Media Rationales Internet - Targeted Sites
The campaign will include Internet advertising to generate a conversation about IZZE to a broad and national audience using a variety of native and traditional online advertising methods. In addition to consuming content, IZZE women respond favorably to product advertisements placed in magazines. They are more likely to read ads in magazines just out of curiosity. They also view magazine advertisements as viable sources of information to learn about products.
BuzzFeed
Using a mix of custom social posts, promotion and story units, Social Discovery, and video to promote IZZE using native methods. Content is custom created by BuzzFeed and is designed to be highly shareable, authentic, entertaining, and informative.
Spotify
IZZE will create a branded playlist during the peak months from April to September. Using the “Cheers to Health and Happiness” tagline as the playlist title, IZZE will have a custom curated set of music that is as fun and exciting as the brand. The playlist will be a mix of music fitting the target’s interests and integrated with the social media campaign to promote party planning and having a great time with friends. Use a mix of sponsored sessions (exclusive adfree content for 30 minutes sponsored by the brand), video takeover, audio, display, homepage takeover, branded playlists, and advertiser pages, IZZE is able to interact with a highly engaged and listening audience.
Favorite Music Alternative
136
Classic Rock
123
Classical
132
Country
124
Dance
143
Easy Listening
153
80’s Pop
142
Hard Rock
126
Hip Hop
131
Oldies (50’s and 60’s) 127 Pop/Top 40
143
R&B
142
Rap
137
Rationale
The Internet is a good avenue to pursue to attract IZZE consumers and potential IZZE consumers and generate dialogue and awareness. According to Simmons, IZZE women view the Internet as primary source of entertainment (134) as well as it has increased their desire to learn or search for more information (136). Approximately 48% of women spend 26 or more hours a week on the Internet (eMarketer, 2012) and according to a 2012 study done by SheSpeaks and Women’s Marketing Inc., 91% of female Internet users read about products, 88% look for recipes, 87% look for coupons, and 86% share content online (eMarketer). Sources such as BuzzFeed and Spotify allow for native content to provide a more integrated advertising experience for consumers. IZZE drinkers are fans of music and are users of Internet streaming radio. Spotify is one of the biggest sources of Internet radio and have large national reach. Spotify have over 50 million active users (Spotify, 2014) with 3 million and counting of those users in the United States alone (2014, Billboard.com) which allows for a highly engaged and listening audience at a national level.
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National Media Rationales Internet - Paid Social Media
Objective: In order to accomplish its marketing objectives, to enhance brand awareness and generate dialogue between IZZE and target consumers, IZZE will use a wide-variety of social media. These include Facebook, YouTube, Instagram,Pinterest, and Twitter to encourage sharing of “Good Health and Happiness� among both new and existing users. Strategies: Because the highest sales for nonalcoholic ready-to-drink beverages are in the second and third calendar quarters, IZZE will advertise heavily through social media during these months with continuous low-level social media advertising in remaining months.
Rationale
The Internet is a good avenue to pursue to attract IZZE consumers and potential IZZE consumers and generate dialogue and awareness. According to Simmons, IZZE women view the Internet as primary source of entertainment (134) as well as it has increased their desire to learn or search for more information (136). Approximately 48% of women spend 26 or more hours a week on the Internet (eMarketer, 2012) and according to a 2012 study done by SheSpeaks and Women’s Marketing Inc., 91% of female Internet users read about products, 88% look for recipes, 87% look for coupons, and 86% share content online (eMarketer). Sources such as BuzzFeed and Spotify allow for native content to provide a more integrated advertising experience for consumers. IZZE drinkers are fans of music and are users of Internet streaming radio. Spotify is one of the biggest sources of Internet radio and have large national reach. Spotify have over 50 million active users (Spotify, 2014) with 3 million and counting of those users in the United States alone (2014, Billboard.com) which allows for a highly engaged and listening audience at a national level.
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Social Media Strategy Paid Social Media: Twitter: #CheersTo Campaign
Paid Twitter promotion will be achieved by creating a Twitter campaign centered around the tagline. To get consumers sharing about IZZE, the hashtag #CheersTo will be created to get IZZE consumers posting their own tweets and photos talking about what they would like to raise an IZZE glass to. IZZE will generate tweets and photos to help entice customers to participate. Once the daily tweets are generated, promoted tweets will be used to interact with both IZZE customers and broader audiences who are interested in health, fitness, snacking, the environment, and fashion. As the result, more engagement between IZZE and its brand advocates can be created as well as possible engagement with non-users.
Paid Social Media: Facebook: Cheers to Facebook
Facebook will be another catalyst for the Cheers To campaign. IZZE’s Facebook customers will also be able to engage in posting their moments in life that they would like to raise an IZZE glass to. Facebook will also be used to promote the IZZE BuzzFeed content, Spotify branded playlist, as well as YouTube and Instagram. The Boost Your Posts option from Facebook Ads will be used to limit the target audience to women who are interest in fashion, cooking, environment, and snacking.
Earned Social Media: #FRIENDSDAYNIGHT on YouTube & Instagram
IZZE creates its own YouTube videos using Internet and Cooking Channel stars Alie and Georgia to share entertaining tips and cocktail recipes using IZZE products. By integrating the #friendsdaynight into the videos and the IZZE Instagram, consumers will be encouraged to try the recipes from the videos. Instagram users will be encouraged to host their own parties using the recipes and post a picture of them and their friends making a toast (cheers) to good health and happiness. Photos will be tagged with @izzeoffical and #friendsdaynight and integrated into the IZZE website homepage. Each day IZZE will choose a winning photo and post it on the company’s Twitter, Instagram, and Facebook.
Earned Social Media: Pinterest: Party Planning Ideas
Twitter, Facebook, Instagram, and the company website will be used to direct the target audience to IZZE’s Pinterest profile. A board called “Cheers to Health & Happiness” will be created that shows party planning ideas, invitations, recipes, etc. to allow consumers to plan IZZE inspired parties. The board will be a mix of IZZE’s own content as well as content aggregated from various sites. The idea is to make IZZE a resource for entertaining so that IZZE is the top of mind brand for celebrating and sharing with friends.
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National Media Rationales In-store Advertising Consumers are looking for a better in-store shopping experience and promotions that offer more than price-cuts. A Mintel report studying the attitudes toward in-store promotion at FDM outlets in the U.S. reveals that women are the primary shoppers for the home (20% more likely than men to say they do most of the shopping). Respondents who are the primary/shared shopper in the household are 71% more likely to visit supermarkets multiple times during the month. These women are likely to have an intimate relationship with their favorite stores, and supermarkets have created a comfortable and predictable environment to make weekly shopping trips easier. (Mintel). This presents an opportunity for IZZE to use in-store promotions that catch the attention of an IZZE woman, who frequently shops at the supermarkets in her neighborhood, who will notice when her store has changed ever so slightly. With strategic messaging, IZZE can overcome the communication barrier it faces from consumers not knowing where to find IZZE by leading them to the product in-store.
Shelf Displays & Floor Decals
IZZE will use shelf-displays and floor decals to direct foot traffic to the aisle where IZZE is located in the store. In addition, small place cards will promote the health benefits of IZZE that will appeal to the target who searches for natural products when shopping. Advertising will complement and reinforce the campaign anthem, “Cheers to Health and Happiness�, and convincing them to get their daily serving of fruit from a bottle of IZZE.
Relationship with In-Store Advertising Shopped at ANY SUPERMARKET 10+ times in the last 4 weeks
116
Shopping-refer always: signs on merchandise racks or shelves
135
Shopping-refer always: advertising on the floor
142
Source: SIMMONS
Timing & Placement
In-store advertising will run from April through September, in 500 stores within all 12 spot markets. Units are purchased in 4-week cycles.
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Reach/Frequency Objective
The Ostrow Model used to determine the effective frequency
Media spending will aim to achieve 83/3.6 reach/ frequency goals during peak sales months April - September. IZZE will maintain a pulsing schedule in non-peak sales months (Q1 and Q4) with reach frequency goals set at 55/2 in an effort to remain to maintain brand awareness among the target audience.
Strategy
Reach/Frequency goals will remain higher in peak sales month (Q2/Q3). Those high reach/ frequency goals will be optimized primarily across magazine and network cable television. Reach/Frequency will also be spread across social media and Internet platforms during peak sales months in Q2/Q3. Reach and frequency will be lowered in peak months based on the seasonal nature of beverage sales. Promoted tweets will run continuously during peak months and completely eliminated Q1 and Q4. Boosted Facebook posts will run continuously throughout the year to maintain awareness and conversation levels.
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Reach/Frequency Peak Months:Peak AprilMonth: through September April, May, June, July, August, September NATL ONLY AREA
NATL+SPOT AREA
PLAN EVALUATION
Reach
Avg Fr
GRPs
Reach
Avg Fr
GRPs
Theoretical Needs (Goals)
83.0
3.6
298
0.0
0.0
0
Estimated Performance
71.9 + 10.60 = 82.50
2.1 + 1.51 = 3.61
82.5 * 3.61 = 298
71.9
2.1
154
BLACK is based on the numbers of MFP and ORANGE is the number we calculate in hand based on the Formulas.
Nonpeak Month: January, February, March, October, November, December Non-Peak Months: January through March, and October through December NATL ONLY AREA
NATL+SPOT AREA
PLAN EVALUATION
Reach
Avg Fr
GRPs
Reach
Avg Fr
GRPs
Theoretical Needs (Goals)
55.0
2.0
110
0.0
0.0
0
Estimated Performance
53.2 + 1.6 = 54.8
1.5 + 0.5 = 2.0
54.8 * 2.0 = 110
53.2
1.5
80
Note: Reach/Frequency goals for social media and Internet advertising were calculated outside of media flight plan. The section was divided into two charts one based on media flight plan calculations for magazine, cable television and other spot advertising and the second chart is for social media and Internet. The reach/frequency goals and GRPs are different in both charts, but in totality they are equal. Our calculations are based on the statistics of impressions, net reach, and total universe we found for Facebook, Twitter, Spotify and Buzzfeed. All the sources are cited in the reference section.
BLACK is based on the numbers of MFP and ORANGE is the number we calculate in hand based on the Formulas.
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Media Budget
Rationale
Objective
71.3% of the media budget will be spent in national media with heavy emphasis on print magazines. The remaining 29.7% will be spent on in-store advertising in 12 spot markets.
National Budget National Media
$Amount
Magazines – Women’s
$6,087,312
National % Cumulative % 37.1%
26.5%
Magazine’s – General Interest $6,489,936
39.6
28.2%
Net Cable - Prime
$2,234,160
13.6%
9.7%
Net Cable - Daytime
$182,760
1.1%
0.8%
$558,000
3.4%
2.4%
$90,000
.5%
0.4%
Spotify
$150,000
.9%
.7%
Buzzfeed
$600,000
3.7%
2.6%
National Total
$16,392,168 100%
Spot Media
$Amount
Total
71.3%
Cumulative Total
In store advertising $6,607,832 100% 29.7%
Gross Total $23,000,000
Spot, in-store advertising budget was calculated from ratings on BlueLineMedia.com.
Magazines - IZZE women are drawn to magazines - primarily publications that focus on food, fashion, beauty and general interest topics relating to women. They also respond favorably to magazine advertisements and are more likely to share information about healthy products with family members. Based on those attitudes, magazine advertisements consume the largest percentage of IZZE’s media budget. Advertisements will be placed in editions published April-September, to capitalize on the seasonal nature of beverage sales. Ads will be published in nonpeak months - Q1 and Q4 - but in lower volume. Cable - Television consumption is low for IZZE women. However, they are more likely to watch cable television compared to network television programs. They also respond favorable to television advertisements. Therefore, the media budget allocates nearly 10% of the total budget to cable television spots. Similar to other mediums, IZZE will run television commercials in large volumes during peak sales months and lower volume on non-peak months. Social Media - IZZE women are social media mavens. They are more likely to post and share content on social media, especially about their favorite brands. Facebook and Twitter are platforms that allow for multiple opportunities to share and engage in conversations with family/friends. These mediums also allow IZZE to target users that possess the attitudes most associated with the IZZE woman. Based on those two facts, IZZE will allocate a modest percentage of its media budget to advertise on these mediums. Internet - IZZE women are more likely to respond favorably to native advertising featuring information about topics that relate to food, fashion, and other relevant interest. Internet vehicles such as BuzzFeed and Spotify allow for native content to provide a more integrated advertising experience for consumers. So, IZZE will dedicate a small percentage of its budget to advertise during peak sales months.
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Geographic Targeting Objective
IZZE will run a national campaign with in-store advertising campaigns in 12 key markets - which were selected based on CDI-BDI ratio, high population of females and seasonality. The 12 select markets represent 13.3% of the total U.S. population:
Geographic Markets Spot Markets
Population
BDI
CDI
Strategy
Cincinnati/Dayton, OH*
936,704
156
201
Offensive
Columbus, OH
614,618
181
204
Offensive
Denver, CO
1,014,027
884
193
Defensive
Detroit, MI
1,315,707
144
790
Offensive
Portland, OR
780,321
208
155
Defensive
Sacramento, CA
1,032,319
111
105
Defensive
Salt Lake City, UT
708,969
130
108
Defensive
Seattle/Tacoma, WA
1,216,171
231
158
Defensive
Spokane, WA
271,864
140
123
Defensive
St. Louis, MO
828,786
105
110
Offensive
San Fran, CA
1,776,611
171
96
Defensive
Note: Cincinnati and Dayton are two separate markets in Media Flight Plan. The chart posted above was commissioned by Pepsico and combined Cincinnati and Dayton into one market.
Rationale
The IZZE national campaign will target IZZE women across all U.S. markets. However, IZZE will run in store advertisements in 12 key markets that prove favorable for the brand. IZZE will assume an offensive strategy in markets where the brand is performing well but there’s ample room for growth based on high BDI ratios and population estimates. IZZE will assume defensive strategies in cities where the brand far outperforms the category. Based on large populations in these cities, IZZE has room to further solidify its position spark dialogue in these markets.
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Scheduling/Timing Objective
Highest reach frequency goals will be achieved during Q2 and Q3 with a campaign launch in April and continue through September. IZZE will lower its reach/frequency during Q1 and Q4 based on low purchase volume during winter months.
Strategy:
IZZE will follow a pulsing strategy with low levels of continuous advertising throughout the entire year to maintain brand awareness on a national scope, and increased advertising during selected months. IZZE will advertise heavily based on seasonality of soft-drink purchases. The months with the highest sales volume for the category are from April to September.
Rationale:
The pulsing media strategy is based on the seasonality of soft drink sale. The sales volume are generally higher during the warmer months, and also can be influenced by the timing of holidays as well as weather fluctuation. Coca-Cola gains the biggest part of the soft drink industry market share, we borrow its quarterly revenue sales as an indication. (Coca-Cola 2013 Annual Report Form)
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Sales Promotion Objective
For current IZZE users to generate national awareness by sharing content through social media networks.
National Strategy: Digital Coupon
Customers will receive a digital coupon through a direct message on Twitter, Instagram, or Facebook to redeem at the nearest Starbucks, Chipotle, or Whole Foods that carry IZZE. By offering a buy one get one deal. The coupon will be integrated with the social media campaign encouraging customers to share her extra IZZE with a friend and make a toast to health and happiness.
Cost Estimates
The cost to make the actual digital coupon itself is free unless the company chooses to use a site like Qponcloud.com. IZZE however has in-house graphic designers. The cost to create the coupon would be the hourly salary of the designer, which is $15.00/ hour. Distribution is also free since it will be distributed using owned media sources.
Rationale
The IZZE woman indexes at 114 for referring to coupons when shopping. According to Mintel, in general women are far more likely to use coupons when shopping (2014). Women tend to be savvier shoppers than men and are willing to take the time to find and use coupons. Younger shoppers, those between 18 and 34 are more likely to be comparing prices on smart phones (Mintel, 2014). Therefore, because of price, medium used, and the interests of the target audience, distributing buy one get one coupons will be an effective way to generate brand interest and awareness among current and potential users.
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