Professional Documents
Culture Documents
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Executive Summary
Situation Analysis
Marketing Goals
Target Audience
Media Objectives
Creative
Media Strategy
Media Execution
Promotions and Non-Traditional Efforts
Budget
Appendix
SITUATION ANALYSIS
SITUATION ANALYSIS
Historical
Izze was developed by Todd Woloson and Greg Stroh in February
2002. They had the goal to make a great product that also gave back
to the greater good. The beverage is influenced by sophisticated
European sodas. It is created with pure simple ingredients such as
real fruit, which contains fructose, an organically natural sugar. In
2006 Izze was acquired by Pepsico.
Competition
The competition spends $727.5 million annually. Compared to the
$18 million that is available for use every choice made for the media
plan will have to be well thought out. Mintel reports that adults are
turning away from soft drinks as a whole because of the lack of
health benefits. Instead they are drinking more milk and water for
their natural health benefits. Young adults and teenages are turning
away from soft drinks as well. Instead of turning to healthier options
like their older peers, they are drinking more flavored coffees and
energy drinks. Based on a study conducted by Mintel that included
2,000 internet users ages 18 and up, 86% of them reported that they
drank soft drinks in the last six months. Directly behind soft drinks
are milk at 85% and juices at 84%. These numbers show that all
soft drinks, including Izze, need to have a better market strategy to
distance themselves from other drinks.
According to Kantar, carbonated soft drink brands spent the most on
advertising compared to bottled water, fruit juices, non-carbonated
soft drinks and vegetable juices. In 2013 these brands spent
$7,275,000 with most of the money going to network television
$3,494,000.
Market
Out of 35,000 supermarkets in the USA, and 149,000 convenience
stores, Izzes penetration into these stores is below 12%. Mintel
estimates that soft drinks could grow to $50.1 billion by 2017.
One of the possible contributing factors to this potential increase
is additional product development that reduces calories or offers
carbonated alternatives to soft drinks, such as Izze.
In fact Mintel reports that awareness about potential health effects of
soft drinks is growing, while consumption is reducing. Actually 27%
of those who reported on their soft drink consuming habits have said
that they drink fewer soft drinks compared to the previous six months.
Izze is in a great position to capitalize on this decline of interest
in unhealthy soft drinks. Izze has natural ingredients that make it
contain less calories than competitors. By looking at this data it is
easy to see that the future for Izze could be a bright one.
Past and Current Advertising
In the past, Izze used low-to-no-budget word of mouth/kitschy event
campaign strategies.
SWOT ANALYSIS
MARKETING GOALS
Strengths
Primary Goals
Make the brand ubiquitous, or found everywhere to to guarantee
convenience in buying.
Generate national awareness by creating dialogue with the potential
customers based on their needs and lifestyles.
Secondary Goals
Izze would like to demonstrate an honest departure from the syrupy,
sweet sodas of the past.
It would like to promote the naturalness of the drink.
Communication is cooperative and from the buyer with the aim to
create a dialogue with potential customers based on their needs and
lifestyles.
TARGET AUDIENCE
MEDIA OBJECTIVES
Index Numbers
Women: 111
Working Women: 125
Some college: 111
18-24: 134
25-34: 127
Employed Part-time: 113
Sales and Office Occupations: 126
IEI $30000-$39999: 119
Single: 125
Pacific- Mktg Regn: 138
Any Child in Household: 120
Izze is a new sparkling juice brand that needs to have a higher reach.
Because of that they have a low market share. The plan is to have it to
be able to achieve a higher reach. We want to have our campaign from
April to August because its the most effective days for consumers to
buy drinks.
Summary
According to the index number of those who drink Izze, women are
11% more likely to drink it than we expect. Furthermore, working
women are 25% more likely to drink Izze that we should expect.
Women 18-24 are 7% more likely to drink it than women ages 25-34,
but we will include both of them in our target audience because their
index numbers are 134 and 127 respectively. More specifically, we
are targeting women who work at least part time in sales and office
occupations, who have a yearly income of $30,000 to $39,000 per
year. We will target the western United States more heavily than the
eastern, but not leave any place out because we want this brand to
grow.
They use simple copy for their advertisements and they tend to create
new campaigns each time. The type of advertising that they lean on
is image heavy making it less frequent because of the time required
for these ads. The messages within their ads is simple each takes
less time. Izze also tries to avoid wearing out its customers with old
messages, so they come up with new ones often. To achieve those
simple messages they tend to use small ad units to advertise.
Izze has lower ad clutter in their media mix. Because they are not
an established brand, their attentiveness to media is low. For their
media mix they use pulsed or flighted strategy. Surprisingly, they only
have a few types of media used in their media mix. They also offer
opportunities for media repetition.
CREATIVE
MEDIA STRATEGY
Spot Markets
The spot markets chosen are the optimal combination of
the highest percentage of target audience in the area, as
highest potential market index numbers.
EV% Examined
See appendix for EV Chart.
Media Mix Determined and Justified
Use competitive spending technique to compete with other
flavored soft drink companies. If they spend 25% on a certain
vehicle, that is where the budget will go.
Since Izze is most directly competing with flavored soft drinks, that is
what it should be compared to, and what the SOS (share of spending)
should match, and what the media mix will be based on.
Scheduling Pattern
The type of scheduling pattern to be used is a flighting pattern. Since
this drink is mostly consumed in the warmer, summer months, it will
be best to promote it during the months of April until August.
MEDIA EXECUTION
BUDGET
Yearly Budget
BUDGET
BUDGET
Television
Daytime has a higher index number (140) than Primetime (107) but
the viewership is slightly lower. 23,691,000 for Daytime and 46,510 for
Primetime.
Cable Services
ABC Family (110, pop 51,731,000)
A&E TV (107, 57,558,000)
BET (181, pop 5,498,000)
Nick at Nite (178, pop 3,860,000)
Radio
Radio is a good option, because the highest index number lies in the
heavy radio users. The Best time frames are:
Weekday: 3-7pm (102) pop. 99,930
Weekday: 7pm- midnight (121) pop. 36,194
Weekend 3-7pm (116) pop. 73,623
Weekend 7pm- midnight (123) pop. 38,550
Use evening and night times because they provided a large population and
index number at a relatively lower cost, while hitting our target market.
BUDGET
April and May
APPENDIX
OSTROW MODEL
Marketing Factors That Affect Frequency
Established brands
High market share
Dominantbrand in market
High brand loyalty
Long purchase cycle
Product used occasionally
-.2
-.2
-.2
-.2
-.2
-.2
-.1
-.1
-.1
-.1
-.1
-.1
+.1
+.1
+.1
+.1
+.1
+.1
+.1
+.1
+.2
+.2
+.2
+.2
+.2
+.2
+.2
+.2
New brands
Low market share
Smaller, less known brand
Low brand loyalty
Short purchase cycle, high volume
Product used daily
Need to beat competition
Adv. to older consumers/children
+.2
+.2
+.2
+.2
+.2
+.2
+.2
Complex copy
Copy less unique than competition
New copy campaign
Image type copy
More difficult kinds of messages
Older messages
Small ad units
+.2
+.2
+.2
+.2
+.2
+.2
-.1
-.1
-.1
-.1
-.1
-.1
-.1
+.1
+.1
+.1
+.1
+.1
+.1
+.1
Reach: 60
Frequency: 4.0
GRP: 240
-.2
-.2
-.2
-.2
-.2
-.2
-.1
-.1
-.1
-.1
-.1
-.1
+.1
+.1
+.1
+.1
+.1
+.1
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
Laura Clair, Jacquie Weight, TJ Webster, Tat Cheong Ching, Cira Fear