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IZZE MEDIA PLAN BOOK
CREATIVE REACH+
December 12, 2014
Authored by: Joshua Borst Bergfeldt, Blaine Burnham, Jonathan Keimig, Fredrik Kilde, and Brooke Van Roy
IZZE MEDIA PLAN BOOK
IZZE MEDIA PLAN BOOK 12/12/2014
[Type the document subtitle]
1
EXECUTIVE SUMMARY
2
SITUATION ANALYSIS
4
ANALYSIS OF MARKETING OBJECTIVES & STRATEGIES
COMPETITIVE CONSIDERATIONS
TIMING AND PURCHASE CYCLE
CREATIVE HISTORY
TARGET AUDIENCE
GEOGRAPHY QUESTIONS
QUESTIONS ABOUT THE MEDIA MIX
4
5
9
10
11
14
15
SWOT ANALYSIS
17
CREATIVE BREIF
18
MEDIA OBJECTIVES & STRATEGIES
19
TARGET AUDIENCE AND MEDIA MIX
REACH, FREQUENCY & GRP
SCHEDULING AND TIMING
MEDIA BUDGET
GEOGRAPHY
MARKETING COMMUNICATION
19
21
22
24
26
26
APPENDIX
32
REFERENCES
35
EXECUTIVE SUMMARY
Background
Founded by Todd Woloson and Greg Stroh in 2002, IZZE is a European-style soft drink
created in Boulder, CO. Currently a brand of PepsiCO, IZZE promotes itself as a naturally
sweetened soft drink that supports a healthy and active lifestyle.
Objectives
Through this campaign, IZZE hopes to raise brand awareness from 12% to 22%. Through
analysis of the case study and past campaigns, a target audience has been chosen to help
achieve this goal.
Target Audience
The media plan we’ve created is intended to reach two target audiences. The first and most
important is beverage retailers, and the second is the consumer base. The consumer base is
made up of females ages 18-34 who are active and health conscious.
Media Budget
Our $18 million dollar budget was split between national and spot campaigns at 79% and
10% respectively with 11% of the budget in promotional advertising. Our budget will be split
Campaign Details
The campaign will run from January to December, advertising increasing in frequency in the
month of March and then retaining the frequency through July. Then into August will
oppositely decrease in frequency returning to a lower level that will extend the rest of the
year.
IZZE MEDIA PLAN BOOK 12/12/2014
between ten spot markets that represent 12.5% of the population.
2
Media Mix
We focused heavily on national radio where we can, with our plan, command a 45% SOV. In
an effort to reach both our primary and secondary target audiences we used a variety of
smaller media classes that could be directed toward each. These included digital marketing,
magazines, spot radio, outdoor advertising, and promotional marketing.
Sales Promotions
IZZE will work with The Color Run to promote their product at 5K events, promoting their
brand through sponsorship. They will also provide taste testing at retailers such as Whole
Foods, Costco, and Trader Joes as well as hosting events at bars and liquor retailers. Finally,
IZZE MEDIA PLAN BOOK 12/12/2014
IZZE will participate in relevant trade shows.
3
SITUATION ANALYSIS
Analysis of Marketing Objectives & Strategies
Established by founders Todd Woloson and Greg Stroh in 2002, IZZE carbonated
juice drink is a healthy European-style soda sold in the United States. In order to further
distinguish itself as a national brand, IZZE has two marketing objectives. The primary
objective is to increase brand awareness by 10% through a twelve-month advertising
campaign. Additionally, a secondary objective for IZZE is to create a cooperative dialogue
with customers based on their needs and lifestyles. These two objectives must be met using
a one-year, $18 million budget.
Consumer Wants and Needs
Woloson and Stroh created IZZE based on their belief that a European-style sparkling
beverage with sophisticated fruit flavors did not presently exist in the United States. IZZE is
made up of pure and simple ingredients, including real fruit juice and natural fruit sugars.
Currently, IZZE is offered in more than 15 fruit flavors. Health is an important emphasis on
IZZE’s products, as all products range between 87 and 130 calories, depending on if it is
served in a 12 oz. glass bottle or 8.4 oz. can. Ounce-per-ounce, IZZE’s calorie contents are
Cost
The cost of IZZE varies based on the size of its packaging method. Both 8.4 oz. cans
and 12 oz. bottles are sold in 4 packs. Bottles are also often sold in cases, which contain six
packs of four 12 oz. bottles. The price of a case (24 bottles) costs roughly $35 at
Walmart, which averages to about $5.83 per four pack, or about $1.46 per bottle. At Target,
the 8.4 oz. IZZE cans cost roughly $3.25 per four pack, or about 81 cents per can.
Communication
IZZE MEDIA PLAN BOOK 12/12/2014
equal or less to majority of its competitors.
4
In the past, IZZE has communicated with its customer base using low budget, wordof-mouth advertising. This is a tactic that has been successful up to this point, and IZZE’s
founders have discussed using similar advertising in the future. Past campaigns have relied
heavily on a push strategy, which is focused on business to business to business sales. In
addition to targeting businesses, IZZE has also reached a secondary consumer audience
through the use of a pull strategy. This consumer-focused strategy has been carried out
through the use of unique print, digital, and outdoor advertising. Print advertisements ran in
magazines such as Details, Entertainment Weekly, and GQ, while digital advertising relied
heavily on social interaction on IZZE’s Facebook page. Finally, an example of previously used
outdoor advertising is digital billboards in highly populated areas.
Convenience
In order to make IZZE readily available, the company distributes its products in a
variety of ways. By packaging its products in packs of four, as well as cases of 24, IZZE has
distributed its products to retailers such as Whole Foods, Trader Joes, and Target, as well as
wholesalers like Costco. In order to reach customers in the most possible ways, IZZE is sold
to consumers both in-store and online.
IZZE MEDIA PLAN BOOK 12/12/2014
Competitive Considerations
In order to establish IZZE’s main competitors, embarking on a mission towards what
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products might be similar to their natural innuendo is of importance, as well as focusing on
consumer buying habits in the market of soft drinks / beverages, and in general how these
competitive companies market and spend money on their products in order to stand out
amongst their competitors. When looking at the competitive data presented within the IZZE
case study, our competitors are separated into certain categories. In order to establish what
our main competition is, we have created a ranking table based on the media spending
numbers each category had in 2013, found in the IZZE case study.
Ranking
Category
Amount spent in 2013
$(000,000)
#1
Carbonated soft drinks
$ 727.6
#2
Fruit juices & fruit flavored
drinks
$ 389.7
#3
Non-Carbonated soft drinks
$ 358.9
#4
Bottled water
$ 114.6
#5
Vegetable juices
$ 27.6
Taking their heavy spending into account is going to be essential in order to establish
how to market IZZE and go against our competitors in regards of brand awareness. In 2006
IZZE was bought by PepsiCo, PepsiCo being one of the leading soft drink companies on the
market. When looking at PepsiCo’s main competitors within the U.S. that also prides
themselves on selling certain products that are a natural and healthier choice amongst the
unhealthy, The Coca Cola Company, DR Pepper Snapple Group Inc, and Monster Beverage
and more noticeable brand. As mentioned earlier, taking into account products that are
similar to IZZE’s natural innuendo is essential. Therefore we have created a table showing
similar products that our main competitor companies have on the market, in order to
establish what our main competitive products are.
IZZE MEDIA PLAN BOOK 12/12/2014
Corporation, would be competitors possibly standing in the way of making IZZE into a bigger
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Name of product
Category
Company
Minute maid
fruit juices & fruit
flavored drinks
Coca Cola
Fresca
Carbonated soft drink
Coca Cola
Glacéau
vitaminwater
Non-Carbonated soft
drinks
Coca Cola
Fuze
Non-Carbonated soft
drinks
Coca Cola
Orangina
Carbonated soft drinks
DR Pepper Snapple
Group Inc.
Snapple
Non-Carbonated soft
drinks
DR Pepper Snapple
Group Inc.
Hansen's Natural
Soda
Carbonated soft drink
Monster Beverage
Corporation
Peace Tea
Non-Carbonated soft
drinks
Monster Beverage
Corporation
When looking at these products we see that The Coca Cola Company has the majority of our
IZZE MEDIA PLAN BOOK 12/12/2014
similar competitive brands, which is a definite scare taking into consideration that their
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market share within the U.S. in 2013 was 44 % according to Statista.com, 15 % higher than
what PepsiCo achieved within the same year. Overlooking the products, Orangina, owned by
DR Pepper Snapple Group Inc, is the product that mostly resembles IZZE. Orangina, like
IZZE, is based on European carbonated soda values and prides itself on being a natural and
healthier soda choice. In 2013 DR Pepper Snapple Group Inc. had a market share of 17.5 %
according to Statista.com, only 10,5 % short of PepsiCo. Taking these numbers into
consideration, this product by DR Pepper Snapple Group Inc is definitely a product to watch
out for in regards of us achieving good brand awareness for IZZE as well as reaching our
marketing goal.
After creating a Media Budget with our MediaFlightPlan tool, we calculated our Share
of Voice (SOV) within the categories in which we decided to spend our media budget, against
the same categories and spending amongst our competitors, in order to see IZZE’s overall
position in the media marketplace.
When looking at our SOV table, it is evident that our SOV numbers for Outdoor, Local
Radio, and Magazines are rather low. However, our main media focus for our campaign was
Network Radio, and by looking at the SOV presented in that category, it is evident that our
main media focus is reached. In regards of the categories Digital National and Digital Spot,
the competitive numbers within the same two categories were not available (N/A) in the
competitive data found within the IZZE case study. However, we decided to still keep them
within our SOV table since they were a part of our media spending, yet we did not want to
speculate in possible numbers that our competition might have had within these two
categories.
IZZE MEDIA PLAN BOOK 12/12/2014
SOV is higher than all of our competitors within the same category, hence our goal for our
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Timing and Purchase Cy cle
IZZE is a natural and refreshing product, hence marketing the product at a time when
soft drink buyers are craving the refreshing feel of a soft drink, is important. When looking at
our competitors it is evident, especially within Coca Cola’s marketing campaign strategy,
that the summer season is essential in regards of launching campaigns for their soft drink
products. Looking especially at Coca Cola, we see that they had great success with the
launch of their “share a coke” campaign, where a “summer of sharing” was one of their
main slogans. It is important to note that even though there are several other reasons for
the success of their campaign, the launch took place during the summer season, a season
usually known for warm weather and thirsty consumers. When looking at the competitive
data table presented for the IZZE case study, overlooking the monthly spending cycle for our
beverage competitors in the year of 2013, we see that their spending is rather similar to
what Coca Cola did with their “share a coke” campaign. Looking into our main competition
within the category of carbonated soft drinks, it is evident through the numbers presented
within the monthly spending cycle both the month of May, with the highest total of spending
amongst the months, and June are very important. However, the table also tells us that
IZZE MEDIA PLAN BOOK 12/12/2014
according to the competitors spending, the main timing when marketing carbonated soft
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drinks take place from the month of February to the month of June. In regards of other
competition within the beverage industry, we see that fruit juices and fruit flavored drinks,
non-carbonated soft drinks, and vegetable juices all focus on spending the most on product
marketing throughout the first half of a year, and then decreasing their spending after the
month of July. When it comes to bottled water, their peak spending months run from the
month of April to the month of August, differentiating themselves a tad compared to their
competition. Overlooking all of the information gathered on how our competitors invest
money into marketing their beverage products, it would be highly beneficial for us and IZZE’s
outcome and reach to focus our timing and purchase cycle during the first six to seven
months within a year, with a main focus on the summer season.
Creative History
IZZE was first created in February of 2002, when Todd Woloson and Greg Stroh sat
down for lunch in Boulder, Colorado. They talked about making a company and creating a
new beverage, a departure from the ordinary, sugary sodas they normally drank. The two
wanted to create a soft drink that emulated the flavors and tastes of European sodas made
from simple and pure ingredients. The name of the brand actually came from the name of
Todd Woloson’s daughter, Isabelle, “Izze” being her nickname.
The two of them settled on a formula in June of that year, rolling out various flavors
for product testing. Their drinks were to be made with real fruit juice, letting it’s natural
fructose sweeten their formula. They were a healthier alternative to other carbonated soft
drinks at the time. Response for their formula was good, so they went into production and
officially started bottling and selling their drinks in May of 2003. They started off with four
main flavors, blackberry, grapefruit, lemon and pear, later expanding their choices as their
The drinks became popular enough to catch the attention of PepsiCo, one of the
largest beverage corporations in the world. On September 26, 2006, they bought the entire
company, brand and all. Fortunately, they decided to leave Todd and Greg’s business as it
was, only assisting in marketing the brand and bringing it to more stores. From that time,
they started expanding the brand, introducing many different new flavors and brand
extensions (in the form of IZZEesque and IZZE Fortified).
IZZE MEDIA PLAN BOOK 12/12/2014
popularity grew.
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Though all of this, IZZE has maintained their small, entrepreneurial spirit despite their
wider reach. They mainly spread the brand through word-of-mouth low-budget sort of
campaigns, using the rise of social media to their advantage. By doing so, they’ve created a
solid ‘indie’ vibe that makes them popular with social media hounds, especially women.
This is made even more apparent by their more recent advertising campaigns. In
recent years, they’ve sponsored various events for the arts, including, but not limited to, art
shows in Miami Beach, music festivals in New York, fashion shows in Los Angeles, and so
on. These moves have helped them to appeal to a more upper-middle and upper class
demographic, positioning the drink as one of culture and refinement. However, they have
also run several promotions around Halloween and Thanksgiving that target towards a
younger, more middle class market by running contests and little parties. Through events
like these, IZZE has managed to spread its brand out across multiple demographics, making
it easier for people to recognize the brand.
Many of these are in contrast to the usual campaigns run by their competitors (and ot
an extent, their parent company). Their direct competition, other flavored carbonated
drinks, usually takes a more national position with their product as compared to the spot
advertising IZZE currently does. They try to be all-inclusive and cast the largest possible net
IZZE MEDIA PLAN BOOK 12/12/2014
over their consumer base. IZZE takes a different approach, appealing to a specific type of
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person in specific markets and allowing word-of-mouth to spread their brand. It’s very
unconventional, but has been effective for them. When it comes to transitioning into a
national brand, however, it may prove to be ineffective.
Target Audience
Target audience is always an important consideration when our goal is to increase
brand awareness and to claim a space for IZZE within this competitive market. The
assumptions I will be making in the following section are based off of the extensive product
market information provided within the IZZE case. The target audience is not segmented for
the sake of a reachable population, it is instead a representation of the audience who carry
the highest potential for purchasing a specific product. Therefore the goal of this section is
to utilize this secondary information to craft a potential target audience based upon the
purchasing habits of a variety of audience segments. The data provided by IZZE/MFP
compare audience segments with carbonated juice drinks. Due to IZZE’s inclusion within
that larger product market the purchasing behavior of these audience segments are a
strong indicator of audience potential. The first focus when developing a target audience is
basic demographic information. The case file on IZZE provide by MFP made it clear that
although their focus is an increase in brand awareness the emphasis is on business to
business (B2B) marketing. For this reason the primary target audience is made up of
retailers. IZZE wants to be perceived as the healthy choice for consumers and for that
reason we are targeting retail establishments that promote the same ideals.
The demographic information provided in the IZZE case was extremely insightful and
made segmenting the secondary target audience simple. The secondary target audience is
relevant demographic grouping (Education, Income, Etc.) based upon index number. Gender
was the first focus in which we found that women had the tendency to consume more
carbonated juice drinks. From there we can further segment this audience by age the
highest incidence of consumption by age within the sample were ages 18-24 with 25-34 as
a close second. Two more important facets to consider are education and occupation. Again
according to the information provided, individuals with some college had a higher incidence
of consumption. This gives validity to our assumptions on age due to the fact that the age
IZZE MEDIA PLAN BOOK 12/12/2014
made up with the consumers. We chose to select the most effective segment from each
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group 18-24 is primarily made up of individuals currently in college (some college). To
further reinforce the target audience, on the grounds of employment, the highest incidence
of carbonated juice drink consumption was by those with a part time job. One last important
consideration is the race of the consumer, the largest consumer group were individuals of
Hispanic origin but the deviation in index numbers between all races was not very strong. At
this point the now narrower audience consists of females ages 18-24 college students with
a minimal income. It would be possible to go even further into segmentation on marks such
as household income, relationship status, number of children, etc. but I don’t want to risk
over segmenting our target audience.
At this point we have a general idea of the type of person who has the highest
potential to consume IZZE, but it’s also important to factor in consumer values/attitudes.
These values/attitudes help us understand the mindset of the target audience. Knowing
how they think, and what they value gives us the opportunity to tailor brand image and
marketing to meet their specific taste. These soon to be mentioned attitudes are again in
relation to carbonated juice drinks not IZZE particularly so they stand as a representation of
the product market. In an effort to find meaningful data I am only focusing on the attitudes
IZZE MEDIA PLAN BOOK 12/12/2014
that have an index number higher than 120 and will be disregarding the segments that have
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too small of a sample size in an effort to find accurate and effective data. Two very
important attitudes to focus on in relation to IZZE are Physical Fitness and Healthy
Lifestyles. Both of these segments have index numbers over 130 which relays a strong
relationship between these attitudes and the consumption of carbonated juice drinks. I think
these are valuable because they relate so closely to IZZE’s brand image as a healthy/natural
carbonated fruit drink. In the same sense a large number of people who prefer
Environmentally-Friendly products also consume carbonated fruit drinks. Scattered
throughout the rest of the data there are some additional strong segments in broader
categories like Health, Environmental, and Education. I think these values start to fill in the
information we were lacking when just considering the demographic. Due to the information
in the IZZE case study reflecting the interest of consumers in carbonated beverages, we can
assume that the target audience we determined will be similar for our competition.
Geography Questions
When focusing on geography we think it is important to consider the goals of the
company involved. The case study provides information stating that they do have
distribution across the nation just not a regular/solid level. IZZE is currently only utilizing
spot marketing, and is not marketing nationally. The case study also spoke of the goal to
achieve this steady national distribution within two years.
The data we used to develop some questions in regards to geographical sales was
taken from the IZZE case study. They provided an extensive list of individual cities all of
which were given individual index numbers. We decided to only focus on the states with
index numbers above 105 which left us with 17 potential cities for investment. All of these
cities then go on to represent 13 states. At this stage in development we wanted to focus on
had a population below two hundred thousand were removed. This leaves 15 potential cities
with a total of 23.9 million households. We also thought it was important to consider the age
groups in the remaining cities. In four of the remaining cities, Bakersfield CA, Fresno CA,
Phoenix AZ, and Salt Lake City UT the female population is primarily made up of the age
group 25-34 which was a segment of our potential target audience.
IZZE MEDIA PLAN BOOK 12/12/2014
the larger available markets with these high index numbers, for that reason 2 cities which
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The question that arises is whether or not national or spot distribution would be more
effective. It was simple to find some potential cities that would be very effective within the
bounds of our target audience but that doesn’t match the IZZE’s goals. One possibility would
be to lower the threshold of both population and index number. At 105 the index number
seemed promising with an above average product use but that doesn’t mean other
geographical markets couldn’t accommodate. The same could be said about population.
Although more people means more potential for sales there might be an opportunity to
reach a larger percentage of people within a smaller area as compared to one much larger.
Questions about the Media Mix
When making decisions about the Media Mix it is appropriate to look at the
demographics of the markets which are most important for IZZE to focus on. Of all
carbonated juice drinkers in the top 14 geographical markets (ones marked with an index of
105 or higher), 78% of the markets are female dominated. The population in these areas
consist of mostly 25-54 year olds. According to Kantar’s research on fruit drinks in 2012
and 2013, the most highly marketed media vehicles are Cable TV and Network TV. Although
these are the most preferred vehicles, the budget will not allow for the type of investment
needed in those vehicles, with competitors spending over a million dollars of their budgets in
IZZE MEDIA PLAN BOOK 12/12/2014
both categories. One weakness of IZZE’s competitors is their tendency to put all of their
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money into two media vehicles, Cable TV and Network TV. Todd and Greg rely on word-ofmouth advertising and there is almost no big spending in Outdoor, Magazine, and Internet
advertising competitively. Another place that promotes word-of-mouth advertising and would
reach the most important demographic is in social media. According to Kantar’s research,
heavy magazine readers (Magazine Quintile I) are 15% more likely to drink a carbonated
juice drink than non-heavy magazine readers. This trend continues into Radio Quintile I,
whose heavy listeners are 7% more likely to drink, Internet Quintile I, whose heavy listeners
are 3% more likely to drink, and in Outdoor Quintile I, whose heavy viewers are 9% more
likely to drink carbonated juice beverages. TV proves to be the least effective medium once
again with heavy viewers 4% less likely to drink carbonated fruit beverages, making
Magazines, Radio, Internet, and Outdoor advertising the most effective mediums in the
market. Radio, though effective via index numbers, is not a cost effective medium to
IZZE MEDIA PLAN BOOK 12/12/2014
advertise with.
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SWOT ANALYSIS
Strengths
 Innovative in its category

Healthy beverage in a health conscious society

Works with nonprofit organization
Weaknesses
 Owned by Pepsi-Co: unhealthy image

Small budget

Higher than average price of competitors
Opportunities
 Re-create image to appeal to a larger audience

Use social media to increase brand awareness

Create brand personality with strong brand story
IZZE MEDIA PLAN BOOK 12/12/2014
Threats
 Amount of competitors
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
Lack of brand awareness

Competition coming into IZZE’s niche market
CREATIVE BRIEF
Communication Objective – The goal of our communication is to first increase brand
awareness at the national level. Secondly it is also important for us to gain shelf space in
both local and national health food retailers, grocery stores, and convenience stores.
Creative Strategy – We are going to position our brand in line with retailers and events that
convey the image that IZZE has created. IZZE is the healthy beverage for the proactive
consumer, and it is an untapped lucrative resource for retailers. Therefore our creative will
span a number of venues but will have the same base message that resonates effectively
with both of our target audiences. We are also going to invest in active events such as
marathons and 5ks to further define IZZE as a healthy beverage for healthy individuals.
Promise – IZZE is the affordable, healthy choice for the consumer who has a busy lifestyle
but cares about what they consume.
Tone – We want the tone of our advertising to represent IZZE as a brand, serious, light
hearted, and practical. Our advertisements will involve slight humor with a focus on how
IZZE compliments the consumers’ lifestyle. We will do this again by presenting IZZE as a
Tag Line – IZZE. Life is hard, stay refreshed
IZZE MEDIA PLAN BOOK 12/12/2014
healthy beverage against a backdrop of a “perceivably” unhealthy market.
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MEDIA OBJECTIVES & STRATEGIES
Target Audience & Media Mix Objective
Our primary goal is to introduce IZZE to retailers which comprise our target audience. Due to
IZZE’s self-defined healthy nature we are going focus on health grocers like Trader Joes at
the spot level, but we also plan to extend our marketing to more national chains like Target
in an effort induce an increase in brand awareness. We also believe that our secondary
audience comprised of females between the ages of 18-34, who have attended, or are
attending, some college with a part time job making between $5,000 and $30,000 each
year make up the most effective audience within potential consumers. This target audience
was chosen based upon the overwhelming amount of secondary research available through
Media Flight Plan but also because they represent the most logical consumers. IZZE at this
point with a low level of brand awareness is self-defined as a healthy option amongst the
diverse market of carbonated beverages. Our target audiences represent the members of
the general populace who are most likely looking to consume a healthy beverage based
upon their previous purchasing tendencies and their current behavior.
IZZE MEDIA PLAN BOOK 12/12/2014
Target Audience & Media Mix Strategy
Considering our target audiences, we have devised a strategy we feel will allow us the
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best address them and increase business. For starters, right away in January 2015, we will
begin rolling out small ads in women’s and general-interest magazines as well as our various
digital ads and promotions on social media and radio ads. We feel that starting out with
these media will let us appeal directly to our target audiences, as well as raise brand
recognition before we start pushing harder in the summer months. These promotions will
have a heavier focus in the cities we have chosen to utilize spot advertising in, such as Las
Vegas, San Francisco, Miami and Milwaukee. This will continue through March, where we
will slowly raise the amount of advertising we are putting out leading up to the late
spring/summer months.
Come April, we will begin adding morning and nightly radio advertising and outdoor
advertising into our mix, bumping up the frequency with which we advertise in our previously
established media. These promotions will run all the way through the end of July, in order to
encompass the majority of the summer months and ensure the largest possible audience
for each medium. With those also being prime months for our competitors, this increase
shall be necessary if we wish to stand out in the sea of carbonated drinks at this time.
In the months following, from August to December, our mix of media will return to
their pre-summer levels, focusing on women’s magazines, radio ads and digital
advertising. August will be used as a ‘cool-down’ month, much like March acted as leading
up to the summer months. As these months are regularly where carbonated soft drinks are
not in as high a demand, we feel that this decision is justified. However, we will likely run
holiday promotions on social media as IZZE has done in the past in these later months.
However, we are also setting aside a significant portion of our budget for other
promotions. We are planning on sponsoring The Color Run, a nation-wide series of 5K runs
and marathons, having a booth at each of their events. These runs are ideal for us, as our
Along with that major promotion, we also have a few in order to raise awareness of
our brand to other businesses. A smaller portion of our promotion budget will be spent
having taste tests in grocery stores, mainly in our spot markets but also in major stores
around the nation. A larger portion will be spent attending trade shows to promote our
brand directly to other businesses.
IZZE MEDIA PLAN BOOK 12/12/2014
consumer target market is the primary target audience for these runs.
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Medium
Total GRP’s
Budget
Mix %
Total Radio
National Radio
Spot Radio
Total Digital
National Digital
Spot Digital
Magazine
Outdoor
Promotional
Total
1988
1490
498
1912
741
1171
800
*2479
N/A
4701
$4,578,100
$4,107,000
$471,100
$3,594,500
$3,049,600
$544,900
$6,810,300
$985,200
$2,000,000
$17,968,100
25.4%
22.9%
2.6%
20.0%
17.0%
3.0%
37.9%
5.5%
11.1%
100%
Reach, Frequency & GRP Objective
We calculated our effective frequency from the Ostrow Model and found it to be 4,
using a minimum frequency of 3. From this, we chose a reach of 95% and average
frequency of 5 for pulsating months (April-July), 80% and average frequency of 3.5 for each
month leading into and out of pulsating months (March and August), and 74% and average
frequency of 3.5 for non-pulsating months (September-February). From the calculated Reach
and Frequencies, the national and spot GRP’s were split into 570, 320, and 296
respectively.
Reach, Frequency & GRP Strategy
National and spot advertising will peak at the end of spring and last through the
IZZE MEDIA PLAN BOOK 12/12/2014
summer months. There will be spot and national radio ads, half page magazine inserts, and
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spot and national digital advertising throughout the year. We are also including outdoor
advertising during the summer months. Additionally we are investing in promotional
advertising that will span throughout the year but will be most prevalent during the summer
months.
Month
National GRP’s
Spot GRP’s
National and
Spot GRP’s
Percentage of
total GRP’s
January
195
101
296
6.30%
February
195
101
296
6.30%
March
210
110
320
6.81%
April
360
210
570
12.13%
May
360
210
570
12.13%
June
360
210
570
12.13%
July
360
210
570
12.13%
August
210
110
320
6.81%
September
195
101
296
6.30%
October
195
101
296
6.30%
November
195
101
296
6.30%
December
195
101
296
6.30%
Total
3030
1666
4696
99.94%
Scheduling and Timing
In order to establish when to launch our campaign for IZZE, looking into our
competitor’s data in regards of their media spending would be necessary, as well as
conducting some research on our own. By looking into the Coca Cola Company, our biggest
is 15 % more than what PepsiCo had in the same year, we saw that one of their most
successful advertising campaigns was their “share a coke” campaign, where a “summer of
sharing” was one of their main slogans. When looking into our competitor’s media spending
data from 2012 and 2013, presented to us in the IZZE case study, we saw that our main
competitor carbonated soft drinks had the highest amount of spending in May and June
amongst all of the months within their spending cycle. The table also tells us that according
to the competitors spending, the main timing when marketing carbonated soft drinks take
IZZE MEDIA PLAN BOOK 12/12/2014
competitor, with a market share in the U.S. of 44 % in 2013 according to Statista.com, that
22
place is from the month of February to the month of June. In regards of other competition
within the beverage industry, we see that fruit juices and fruit flavored drinks, noncarbonated soft drinks, and vegetable juices all focus on spending the most on product
marketing throughout the first half of a year, and then decreasing their spending after the
month of July. When it comes to bottled water, their peak spending months run from the
month of April to the month of August, differentiating them a tad compared to their
competition. Overlooking all of the information gathered on how our competitors invest
money into marketing their beverage products, marketing IZZE to thirsty spring and summer
consumers within the first half of a calendar year, with a main focus on the summer season,
seemed vital to us.
Scheduling and Timing Objective
Our campaign will start with preempt campaigning in the month of march, then head
into our biggest campaigning months running from April to July, ending with a partial
campaign slowdown in the month of August. Throughout the rest of our campaign running
from September to February, we will maintain a bare minimum advertising effort.
Scheduling and Timing Strategy
Our preempted campaign runs during March with a total of 320 GRPS used, a
IZZE MEDIA PLAN BOOK 12/12/2014
frequency level at four and a reach of 80, in order to establish a certain level of brand
23
awareness and generate interest right before our main campaigning months. Our main
campaigning months will run from April to July, with a total of 570 GRPS, a frequency level at
6 and a reach of 95, for all the mentioned months. These months highlight our pulsing
strategy, the same strategy used for earlier years by our clients, for the marketing campaign
effort put forth during a full year. After our main campaign months we will tone down our
campaign effort into the month of August, by using the same GRPS, frequency and reach as
the month of May. The reason for this is basically based on our belief that it would not be
beneficial to completely abrupt the high effort months and head completely into a whole
new and lower media spending style. Our lowest media spending for our campaign would
run from the month of September to February, with a total of 296 GRPS used, a frequency
level at four and a reach of 74. Our justification for such spending is based on our belief that
instead of using the strategy of flighting within our campaign, where we would only spend
our media budget on certain months and completely disregard all other months within the
year, we still wanted to maintain a certain brand awareness within our targeted audience
after our main campaign months and pulsing was done. In regards of how we spend our
media budget Net radio evening drive, women’s magazines, general interest magazines,
digital national, spot radio evening drive, and digital spot mediums would be present for all
months. In order to achieve a further reach within our main campaigning months and
pulsing, we are incorporating Net Radio morning drive running from March to August, and
Net radio night time and outdoor mediums, in which would only be present in our campaign
during the month of April to the month of July.
Media Budget Objective
IZZE’s media budget of $18,000,000 allowed for the use of 4695 GRP’s
nationally and in the top 10 spot markets.
Media Budget Strategy
Our choices for placing our budget come from an analysis of both outside resources
and our own privately conducted survey. We found that 73% of people experiencing
beverage advertising most often experience it via television. Taking our small budget and
large competitors into consideration, we chose to avoid television and focus our advertising
IZZE MEDIA PLAN BOOK 12/12/2014
($16,000,000) in their media plan along with 2 million dollars in promotional events both
24
in other media. Since our results showed little competition in both magazines and outdoor
advertising, we placed a portion of our budget into each of those categories, saving outdoor
advertising for our pulsing months. Of our chosen geographical markets, the majority of
them are female dominated. This paired with our survey comments that stated, “[IZZE]
seems girly,” and “[is] very colorful, [it] made me think of a “white girl” twist on Mexican
soda,” urged us to specify putting GRP’s in Women’s Magazines specifically for our
secondary target audience. We then added GRP’s into General Interest Magazines in order
to reach our primary audience. Of our total budget, we chose to spend $6,810,300, 37.9%
of it into these magazines based off of their high quintile index number. Outdoor advertising
accounted for $985,200, 5.5% of our total advertising budget. Our survey also showed that
the majority of consumers, 86%, use the internet, social media, and mobile media more
frequently than any other media including television and print. Based off of this observation,
we placed $3,594,500, 20% of our budget in Digital Media. Radio, with a high index
number, takes up a large chunk of our budget at $4,578,100, 25.4% of our budget.
As stated previously, promotional spending accounts for $2,000,000, 11.1% of our
total spending. 1 million dollars will be spent to sponsor 5K runs and marathons such as
IZZE MEDIA PLAN BOOK 12/12/2014
The Color Run and marathons in our spot markets. 500,000 dollars will be spent at trade
25
shows to promote IZZE towards other businesses. 200,000 dollars will be spent Promoting
IZZE at bars and liquor stores and the remaining 300,000 dollars will be set aside for
grocery store sampling of our product. We chose to spend this budget both nationally and in
the top 10 spot markets that would reach the largest amount of people in our target
audience.
Geography Objective
IZZE is going to run a national campaign alongside spot marketing in 10 markets.
These markets are based on high index numbers in relation to carbonated beverage
consumption, large population size, and the amount of females ages 18-34 in each of the
spot markets.. Our original goal before narrowing the pool of potential spot markets wa,s 10
markets that would function beneficially in increasing brand awareness, by picking spot
markets from across the nation. We then decided to find markets that would both influence
brand awareness nationally but still prove effective in reaching our target audience.
Geography Strategy
We focused on three measures to narrow our scope to the 10 most effective spot
markets possible. We did this by focusing on First we focused on high index numbers in
relation to the level of consumer interest in carbonated beverages. Secondly we focused on
the total population of each individual spot market in an effort to create the largest but still
affordable audience possible. The third measure, which carries quite a bit of weight, is
based on the population of females within the ages of 18-34 representing our target
audience. The 10 spot markets we chose are included in a data analysis table below.
plan. The first objective is to increase national brand awareness for IZZE. Next, we want to
further expose our primary and secondary target audiences to IZZE. As previously
mentioned, our primary target audience is soft drink retailers, and our secondary target
audience is women ages 18-34.
IZZE MEDIA PLAN BOOK 12/12/2014
Marketing Communication Objectives
There are two main marketing communication objectives for IZZE’s one year media
26
Marketing Communication Strategies
Based on IZZE’s goals of increasing brand awareness through reaching its primary
and secondary markets, we have chosen a marketing communication strategy that uses
various advertising mediums. For the campaign, we will use both national and spot
advertising. National advertising will consist of network radio, women’s magazines, general
interest magazines, and digital mediums. Spot advertising will include spot radio, digital, and
outdoor mediums. By strategically selecting mediums that are inexpensive and used
frequently by our target audience, we plan to distinguish ourselves as a unique brand that
provides a healthy alternative to our competitors’ products. The vehicles used are listed
below:
IZZE MEDIA PLAN BOOK 12/12/2014
Advertising Medium
Women’s Magazines (B2C)
General Interest Magazines
(B2B)
General Sites/Ad Networks
Targeted Sites/Ad Networks
Social
Mobile
Radio
Outdoor
The Color Run
27
Retailer Taste Testing
Bar/Liquor Store Taste
Testing
Trade Shows
Vehicle(s) Used
People, Vogue, and Women’s Fitness
Business Week, Convenience Store Decisions, Grocery
Headquarters
Google.com (SEM)
Forbes.com, Google.com/finance
Facebook, Twitter, Pinterest
MyFitnessPal, MapMyRun, Amazon
Adult Contemporary, New Country/Country
Billboards within spot markets
Booth at event, coupons in participant bag, sponsorship on
event T-shirts
Whole Foods, Costco, Trader Joes
Based upon spot markets
Juice Products Association, Nightclub and Bar Convention
Digital Advertising
After conducting primary research, our results concluded that the most common
media used by our sample was the Internet and social media. Based on our findings, we
plan to use digital advertising on both a national and spot scale to reach our target
audiences. We also found that our sample preferred to view media through their mobile
device. In order to effectively reach our target audience, we want to use the following digital
advertising mediums:




General Sites/Ad Networks
Targeted Sites/Ad Networks
Social
Mobile
For general sites, our plan is to implement search engine marketing (SEM) using
Google.com. We will do this by using AdWords, a service offered by Google that allows
companies to advertise using keywords. Example keywords for IZZE may include healthy,
carbonated drink, naturally sweetened, and fruit beverage. Google charges based on cost
per click, and allows companies to set an advertising budget each month so that they do not
overspend.
Our targeted site advertising will be aimed towards our primary target market, which
is beverage retailers. We will reach this audience through advertisements on Forbes.com
and Googlefinance.com, as we feel these are websites that are frequently visited by
individuals in the business world.
We plan to advertise through social mediums in a variety of ways. The vehicles used
secondary audiences. We plan to actively promote our brand through the use of accounts on
all three vehicles. Facebook and Twitter will share various content, while Pinterest will
specifically focus on sharing IZZE alcoholic and non-alcoholic beverage recipes from the
company’s website.
IZZE MEDIA PLAN BOOK 12/12/2014
will consist of Facebook, Twitter, and Pinterest, and will target both our primary and
28
Our mobile advertising will be directed towards our secondary target audience. We
selected three mobile apps that are popular among women in our target audience. These
apps include MyFitnessPal, Map My Run, and Amazon.
Magazines
We plan to advertise in both general interest and women’s magazines. The use of general
interest magazines will focus on our business to business advertising. Advertising will be
placed in Businessweek, Convenience Store Decisions, and Grocery Headquarters, as we
feel that these vehicles will effectively reach our primary target audience of beverage
retailers. Women’s magazine advertising will focus on Business to Consumer advertising,
and will be directed towards our secondary target audience. Advertisements will be placed in
People, Vogue, and Women’s Fitness, as they are magazines popular among women
between the ages of 18 and 34.
Radio
Radio is one of our campaign’s most important advertising mediums. We will be
promoting IZZE through both spot and national markets at various times throughout the day.
There will be more emphasis put on network radio, as IZZE has a 45% share of voice.
National radio advertisements will run during morning drive, evening drive, and at nighttime.
IZZE MEDIA PLAN BOOK 12/12/2014
These national messages will promote products and flavors, as well as IZZE’s website and
29
social media presence. As for spot radio, we will advertise solely in the night time slot. Our
spot ads will touch on products and flavors to create brand recognition, but will emphasize
integrated marketing by promoting taste testings and IZZE’s social media presence. This
integrated approach is going to increase the attendance at our sponsored events in turn
creating the opportunity for more impression.
Outdoor Advertising
Another advertising medium we plan to use to promote IZZE is outdoor advertising.
Our outdoor advertising will be billboards placed in our ten spot markets. We feel that this
medium is uncommon among our competitors, which will allow us to establish the IZZE
brand in a unique way. The clean, healthy, and simple image of the IZZE brand will be
appealing to the eye in a circumstance where audiences have just a few seconds to see the
message.
The Color Run
We are planning on investing a large portion of our promotional budget into
sponsoring The Color Run. With the million dollars set aside we plan on placing our name on
their mass distributed t-shirts and then also setting up a booth at events where we can both
sell IZZE and offer product samples. We plan on sponsoring their entire range of 5ks that
span the nation which will also help our national brand awareness. The Color Run also
draws a predominantly female audience that, due to their inclusion in a 5k, are assumedly
health conscious. They closely align with our target audience making this a great opportunity
to increase IZZE brand awareness at both the spot and national level.
Alcoholic and Non-Alcoholic Beverage Retailer Taste Testing
opportunity for consumers to sample different flavors of IZZE. What is really important about
this facet of our promotional marketing is location. We plan on running these taste testing
booths at a number of grocery stores within our ten spot markets. We would like to focus on
retailers of “healthy” products such as Whole Foods and Trader Joes. Though we would also
like to consider Costco as an opportunity to push IZZE into the purchasing hands of retailers.
Due to IZZE labeling themselves as a companion to alcohol we also would like to offer
IZZE MEDIA PLAN BOOK 12/12/2014
We plan to open up booths in a number of retail establishments that will offer the
30
consumers the opportunity to taste IZZE in liquor stores, in turn reinforcing the relationship
between IZZE and alcohol.
Bar Based Taste Testing
We also plan to set up taste testing booths at some of the more popular, higher
trafficked, bars within our chosen spot markets. What makes taste testing at bars different
from our previous taste testing venues is the opportunity for integrated marketing. We can
take drink ideas from both the IZZE website and IZZE’s Pinterest account and serve them to
legal aged individuals in an effort to again promote IZZE’s companionship with alcohol. We
also hope that this will in turn direct more traffic to IZZE’s website and other segments of
their digital presence leading to additional impressions.
Trade Shows
Due to the fact that our target audience is retailers we thought it would be extremely
beneficial to increase IZZE’s presence at trade shows. We chose to focus on trade shows
that would include retailers that stand to be most interested in IZZE as a product. The first
trade show we would like to focus on is the Juice Products Association because by its direct
relationship to beverage selling retailers. Another important trade show we would like to be
present for is the Nightclub and Bar Convention. This would help IZZE increase awareness
IZZE MEDIA PLAN BOOK 12/12/2014
amongst bars and nightclubs in turn building its reputation as a companion to alcohol and a
31
facet of any consumers’ night out.
APPENDIX
Introduction
This survey is being conducted in partial fulfillment of the course requirements for Research
Methods, CJ 362, taught by Dr. Won Yong Jang, at the University of Wisconsin-Eau Claire.
This course is in compliance with the course certification requirements of the University
Institutional Review Board for the Protection of Human Rights. Please answer the questions
honestly, as your responses will remain anonymous. This survey should take approximately
five minutes to complete. Thank you in advance for your participation.
Demographic Information
Please state your sex.
 Male
 Female
 Prefer not to answer
What is your highest level of education completed?
 Less than High School completion
 High School/GED
 Some College (No Degree)
 Associates Degree
 Bachelor's Degree
 Graduate Program
 Doctorate Degree
What is your current relationship status?
 Single
 Widowed/Divorced
 Married
 Separated
 In a relationship
Please state your ethnicity.
 Caucasian/White
IZZE MEDIA PLAN BOOK 12/12/2014
Please state your age.
 18 and below
 19 - 24
 25 - 34
 34 - 42
 43 and over
32





Hispanic/Latino
Black or African American
Native American
Asian/Pacific Islander
Other
Please state your current employment status.
 Full-Time
 Part-Time
 Student
 Military
 Retired
 Out of Work
What is your current annual income?
 Less than $4,999
 $5,000 to $9,999
 $10,000 to $19,999
 $20,000 to $39,999
 $40,000 to $59,999
 $60,000 to $79,999
 $80,000 and above
What form of media do you most frequently use?
 TV
 Social Media
 Internet
 Mobile
 Print Media
IZZE MEDIA PLAN BOOK 12/12/2014
IZZE
33
Are you aware of the carbonated drink IZZE?
 Yes
 No
If you would like to familiarize yourself with the brand, feel free to visit their website:
http://www.izze.com/ . To open this link, please open it in a new tab by selecting it and rightclicking. Viewing the website is not necessary to complete this survey.
What is your impression of IZZE as a product?
 Very preferable
 Preferable
 Neutral
 Undesirable

Very undesirable
What is your impression of IZZE as a brand?
 Very preferable
 Preferable
 Neutral
 Undesirable
 Very undesirable
What brand of carbonated beverage do you most frequently consume?
Where are you most often exposed to beverage advertising?
 TV
 Video Streaming
 Social Media
 Print advertising (Magazines, newspapers, etc.)
 Outdoor
 Mobile Apps
 Other
IZZE MEDIA PLAN BOOK 12/12/2014
If you have any other critiques/comments regarding IZZE please leave them below:
34
REFERENCES
Media Resources. (n.d.). Retrieved December 11, 2014, from http://www.izze.com/mediaresources/
IZZE MEDIA PLAN BOOK 12/12/2014
You'll Love What's Inside! IZZE(R) Beverage Company Launches Stylish Ad Campaign and
Viral Website. (2013, October 1). Retrieved October 22, 2014.
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