Wellness Avatar | Advertising Strategy

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ROKO

Make the change, feel the difference.

Presented by Pei-Yi

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cd Wellness Avatar

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o a d n e g A

About Wellness Avatar Product Overview Market Trends Competitor Analysis Research Methodology Target Market Goal Marketing Communications Campaign

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o s s e n l l We r a t a v A

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o s s e n l l e W r a t a v A

n e g u a H n n A h a r Sa

Strictly organic, raw gluten & dairy free

cd

Vegetarian chef

Health & Wellness

Wellness Avatar

Health bars in SF, NY, and SM

Yoga & wellness practices teacher B.S. in Biology & Nutrition

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ROKO

Drinks comprised of superfood additions

Vita-C Tea

This is not juice - its a full blended nutritional drink Electrolyte Lemonade

Aloe Detox

An overall organ recharge Easy to digest and absorb whole food nutrition Minimizes waste - glass packaging

ROKO Raw & Core

Gains value through combination, rather than decreasing in properties 3-weeks shelf life

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o ROKO

What is a “Superfood”?

Nutrient-rich ingredients

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o ROKO

It’s not a juice

It’s a blended drink “Retains fiber”

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o t e k r a M d n e Tr

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o t e k r a M s d n e r t

Growing demand

More than just price

Cold-pressed juice

Proactive lifestyle

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s r o t i t e p m co

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Pressed Juicery

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s r o t i t e comp

Juice Shop

Clover

Evolution

Juice

Generation

o h c r a e s e R

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y g o l o d o h t Me

o h c r a e s e R

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y g o l o d Metho

Primary

Secondary

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o t e g tar t e k r a m

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o Target t e k r a M

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o l a Go

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o goal

Name any superfood drink or juice cleanse you know of.

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o goal

Brand Awareness

cd

ROKO +

Wellness Avatar

o g n i t e k r a M

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n o i t a c i n u m m co

o g n i t e Mark

San Francisco 94111, 94105

New York 10024, 10065

Santa Monica 90402

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n o i t a c i n commu

Demographic Household income Expenses

o g n i t e Mark

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n o i t a c i n commu

Digital

Outdoor

Print

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o l a t i g i D

Google Display Network

YouTube Ads

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o r o o d t Ou

Taxi, Public Motorcycle, Walk Transportation Bike, or Other

Population

Drive Alone

Carpool

San Francisco

432486

39%

8%

5%

32%

10%

New York

3720000

23%

6%

3%

55%

10%

Santa Monica

47484

71%

6%

3%

4%

5%

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o r o o d t Ou

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o Print

Total Circulation: 1,630,741 !

Frequency: monthly (print and digital) !

#1 active lifestyle brand for women !

Willingness to spend !

Higher median HHI

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o Print

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Ad n o s i r a Comp

Thank you

Any questions?

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s e c n e r Refe

• 200 highest income zip codes in California. (n.d.). Retrieved April 3, 2014 from http:// wealth.mongabay.com/cities/CALIFORNIA.html • American Media, Inc. (2014). Shape 2014 Media Kit. Retrieved April 3, 2014 from http:// www.shape.com/media-kit/shape-2014-media-kit • Brennan, M. (October 16, 2012). America’s Most Expensive Zip Codes – New York City’s 10065 Is Now America’s Most Expensive Zip Code. Retrieved April 3, 2014 from http:// www.forbes.com/special-report/2012/1016_zip-codes.html • Business Decision. (April 9, 2014). Age by Sex by Race Profile. Available from http:// www.businessdecision.info/ • Business Decision. (April 9, 2014). Census 2010 Summary Profile. Available from http:// www.businessdecision.info/ • Business Decision. (April 9, 2014). Demographic and Income Comparison Profile.

Available from http://www.businessdecision.info/ • Business Decision. (April 9, 2014). Retail Goods and Services Expenditures. Available from http://www.businessdecision.info/

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s e c n e r Refe

• CIC Research Study (2011). Downtown Santa Monica – Demographics. Retrieved on April 3, 2014, from http://www.downtownsm.com/sites/default/files/DTSM %20Demographics.pdf • Euromonitor International. (2012, November). Keeping it Simple: Fresh Juice Gains Traction in US Foodservice. Retrieved from http://www.euromonitor.com/usa • FindTheBest (2014). How many people use public transportation to commute in New York, New York? Retrieved April 3, 2014 from http://transportation-modescity.findthebest.com/q/1447/1033/How-many-people-use-public-transportation-tocommute-in-New-York-New-York • FindTheBest (2014). How many people use public transportation to commute in San Francisco, California? Retrieved April 3, 2014 from http://transportation-modescity.findthebest.com/q/345/1033/How-many-people-use-public-transportation-tocommute-in-San-Francisco-California • FindTheBest (2014). How many people use public transportation to commute in Santa Monica, California? Retrieved April 3, 2014 from http://transportation-modescity.findthebest.com/q/365/1033/How-many-people-use-public-transportation-tocommute-in-Santa-Monica-California

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s e c n e r Refe

• GGU Database SimplyMap. (2014). Zipcode, cities, income, expenses and demographic report. Retrieved April 10, 2014 from http://0-sm2.simplymap.com.library.ggu.edu/ index.html • Gordinier, J. (April 16, 2013). The Juice-Bar Brawl. The New York Times. Retrieved from http://www.nytimes.com/2013/04/17/dining/the-rush-toward-cold-pressedjuices.html?pagewanted=all&_r=1& • Google (2014). Google Ads Display Network – Right place, right time. That’s the power of the Google Display Network. Retrieved April 3, 2014 from https://www.google.com/ ads/displaynetwork/index.html • Haugen, S. A. (February 11, 2014). Personal communication.

• Harvard School of Public Health. "Fiber: Start Roughing It!" Retrieved from http:// www.hsph.harvard.edu/nutritionsource/fiber-full-story/ • Kantar Media. (2014). Top Women Magazine. Retrieved from http://0next.srds.com.library.ggu.edu/nmp/search/open/637-media-708?mc=y • Latest Trend In Healthy Eating: Cold-Pressed Juices. (January 8, 2014). CBS New York.

Retrieved from http://newyork.cbslocal.com/2014/01/08/latest-trend-in-healthyeating-cold-pressed-juices/

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s e c n e r Refe

• Meet Sarah Ann & Services. (n.d.). Retrieved from www.wellnessavatar.com • Mercola.(2013) "The Health Benefits of Fiber." Retrieved from http:// articles.mercola.com/sites/articles/archive/2013/11/25/9-fiber-health-benefits.aspx • Mintel Database. (October, 2013). Marketing Health to Women - US. Retrieved Mintel Database.

• Polland, J. (September 11, 2013). Here Are The Cities That Americans Love To Visit in The US. Retrieved April 3, 2014, from http://www.businessinsider.com/most-popularus-travel-destinations-2013-9 • Santa Monica Convention & Visitors Bureau. (April, 2013). Santa Monica 2012 Tourism Economic & Fiscal Impacts and Visitor Profile. Retrieved April 10, 2014 from http:// www.santamonica.com/includes/media/docs/2-Page-Econ-Imp-Summary-2012.pdf • Santa Monica Convention & Visitors Bureau. (2014). Economic Value of Tourism in Santa Monica. Retrieved April 10, 2014 from http://www.santamonica.com/localcommunity/value-of-tourism/ • PewResearch Internet Project (January 9-12, 23-36, 2014). Internet User Demographics. Available from http://www.pewinternet.org/data-trend/internet-use/ latest-stats/

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s e c n e r Refe

• Superfoods You Need Now. (n.d.). Health.com. Retrieved from http://www.health.com/ health/gallery/0,,20306775,00.html • The Global Market Information Database. (2013, August). Consumer Lifestyles in the US. Retrieved from www.euromonitor.com/passport-gmid • The Global Market Information Database. (2013, August). Naturally Healthy Beverages in the US. Retrieved from www.euromonitor.com/passport-gmid • The Global Market Information Database. (2013, April). Fruit And Vegetable Juices: Building A Better Beverage. Retrieved from www.euromonitor.com/passport-gmid • Why Your Cold-Pressed Juice Is So Expensive. (March 7, 2014) The Huffington Post.

Retrieved from http://www.huffingtonpost.com/2014/03/07/cold-pressedjuice_n_4911492.html?view=print&comm_ref=false • Words used to describe superfood drinks. (Created via wordle.net) • YouTube (2014). Video ads move people to choose you – Express your business in a unique way, where and when it matters. Retrieved April 3, 2014 from https:// www.youtube.com/yt/advertise/en-GB/why-it-works.html