Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
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 5 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 6 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 7 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 8 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 9 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. 10 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 11 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 12 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 13 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 14 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 15 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. 16 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 17 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. 18 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 19 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. 20 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 21 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. 35