作品集 starburst

Life is Real. Juicy. May 9th, 2013

Campaign 1 & 2 Final

Denise Manukian Jessica Fang

Lauren Blando Kerati Supaongprapa

Anna Tang Jane Tsai

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Our Juicy Journey USP Target Insights Big Idea Objectives Flowchart/Strategy Creative Executions Q&A Appendix

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Unique Selling Point Starburst is made with real fruit juice.

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Target Insight

Consumers are becoming more health conscious

Consumers are concerned with the ingredients of what they are eating – especially when it comes to candy or junk food

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Source: IBIS World, 2012 Source: Candy USA Source: CommercialAppeal.com -‐ Health Conscious Consumers

What does this mean?

Opportunity to capitalize on the healthy ingredient and differentiate ourselves from the competition Real juice makes the candy more flavorful

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Big Idea

Life is Real. Juicy.

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Take advantage of consumer’s increasingly health conscious behavior by positioning Starburst as a candy that is filled with real juice – exceeding their snacking expectations.

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Target Opportunity

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Candy is perceived as a treat Adults are a huge part of the non-chocolate, chewy candy segment Consumption trends have increased for the A25-34 market Natural ingredients are important to consumers and they will seek out candy that has perceived health benefits

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Target Audience

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Psychographic Demographic

Geographic Behavioral

•  A25-34 •  Mix of White, Asian, Hispanic and

African descent •  HHI $50-100K+ •  Single, dating, no children •  College education, some graduate

education

•  Employed •  Financially independent •  Renting •  Tech savvy •  Trendy/liberal •  Highly social - part of nightlife scene

•  Northeast: i.e. NYC, Philadelphia, Boston, Washington D.C., Miami

•  West Coast: i.e LA, San Diego, San Francisco, Seattle, Portland

•  Midwest: i.e. Chicago, Indianapolis, Detroit, Cincinnati

•  Urban/Suburban •  Roughly 32% of the market

Source: Claritas Source: US Census, 2010

•  Purchases candy on impulse •  Purchases candy that has a perceived health

benefit •  Chooses candy that is packed with flavor •  Price/health conscious •  Consumes media in the morning and late at

night •  Consumes a lot of media on mobile/

tablet –“on the go” •  Snacks during the day, at work •  Minimal awareness of real juice benefit •  More likely to participate in social media

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The Juicy Journey

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Engagement

Purchase

Awareness of Benefit (real juice)

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Objectives

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Increase awareness of real juice benefit among our target audience by 80%. Increase engagement among our target audience by 25% by increasing the number of Facebook followers, tweets, contest entrants, and interactions with the Starburst brand. Increase revenue by 10% within the next 6 months for our target audience.

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Flowchart

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Timing: April – September Correlates to Spring and Summer months when young professionals are itching to break free and enjoy the warm weather. Starburst is often associated with Summer time.

A pril M ay June July A ugust Septem ber

A w areness

Engagem ent

Purchase

Starburst 2013 Juicy Journey

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Strategy

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G oal

Big Idea

M essaging

M edia

Starburst 2013 Strategy

A w areness Engagem ent PurchaseApril -‐‑‒ June June -‐‑‒ Sept April -‐‑‒ September

Life is Real. Juicy. Reveal the Juicy Secret. Live Juicy.

Sponsorship/Event


TV

O O H

Print

Sponsorship/Event Point of Purchase (PoP)

D igital B2B

Print

D igital Social M edia

Media Distribution

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41%

15% 14%

10% 9% 9%

2%

15%

22%

7%

25%

10% 13%

8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Original

Revised

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Creative Executions

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Awareness

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G oal

O bjective

M essaging

Starburst 2013 StrategyApril -‐‑‒ JuneA w areness


M edia &

M easurem ent

TVRatings Share, O verall Sales, A w areness Studies,

Brand A dvocacy, D igital Ext.

PrintSubscription D ata, D igital Ext. (i.e.Im pressions,

conversions, clicks, RO I, etc.)

O O H Traffic, TA B O O H Ratings, Social M edia N oise

D igital

Im pressions, Clicks/CTR, Conversions/CR,

Engagem ent/IR, A vg. Tim e Spent, CPA , Brand Lift

studies

Increase aw areness of real juice by 80% .

TV

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Execution 1:

SFX: Cinema -‐ Benny Benassi Once upon a Eme, in a kingdom far, far away…

There was a forbidden kind of love between a Blackberry and a white candy square…

Declaring their true love, they make a passionate escape.

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TV

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Execution 1:

And are happily married. And welcome a bundle of juicy joy into the family.

Life is real. Juicy.

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TV

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Execution 2:

SFX: Love is Gone – David GueXa A white candy is wearing the Scarlet LeXer “A” on her dress being confronted by peers.

She is hiding a Starburst baby in full color, crying his eyes out.

Senior White Candy asks the woman who the father is. Mom tells her daughter, Just tell them, dear!

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TV

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Execution 2:

Real father steps forward, it’s a strawberry… I’m his father! Candy and I are in love!

Candy, Mr. Strawberry and baby Starburst hug.


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TV

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Execution 3:

SFX: Get Lucky – Da` Punk Boss is yelling at Lemon, his employee.

A`er work, Lemon goes to the bar and starts up a conversaEon with the cute White Candy and complains about work

White Candy is sympatheEc and Lemon ends up asking for her number – the paper she gives is…

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TV

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Execution 3:


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TV

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Length Air Time Moments of Recep4vity

:30s Morning

Gebng ready for work, listening to the TV in the background, focusing on the weather and the latest news

:15s Evening

Gebng home from work/relaxing, just finished dinner looking for a sweet snack

Bookends Late Night Cant fall asleep, looking to nosh on something

Piggybacks Synced Media

TV - Networks

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TV - Programming

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Print

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Execution 1:

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Print

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Execution 2:

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Print

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Execution 3:

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Print

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Size of Ad Editorial Loca4on Moments of Recep4vity

Half page Inside Cover CommuEng/Traveling – stuck in traffic, at the airport/airplane

Full page Middle At the beach – want a refreshing snack (juicy), no chocolate = melts

Small square flap doors Back Cover Reading at night – want a snack

Side bar flap doors (outside halves)

Next to fashion/style/ entertainment/lifestyle

WaiEng rooms

Health secEons On line at a convenience store – about to purchase snacks

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Print

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Print

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Publica4on Reach Against A25-‐34* Path to Purchase Editorial Loca4on

Cosmopolitan 3,832,000 Awareness; Engagement Health & Fitness; Confessions

Marie Claire 45% Awareness; Engagement Health & Fitness; Love & Sex

Glamour 8,562,000 Awareness; Engagement Health & Diet; Sex & Love

Vogue 11,491,000 Awareness; Engagement Fashion/Style content

GQ 6,414,000 Awareness; Engagement Food & Travel; Entertainment

Sports Illustrated 25% more likely to read this mag Awareness; Engagement Sports/Fitness

ESPN Magazine 6,854,000 Awareness; Engagement Music/Sports

Elle 5,897,000 Awareness; Engagement Sex & RelaEonships

InStyle 2,207,000 Awareness; Engagement “Summer Steals”/ What to do

Maxim 39.1% Awareness; Engagement Food Fight/100 Supplement

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*Source: Individual media kits found online

OOH

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Execution 1:

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OOH

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Execution 2:

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OOH

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Execution 3:

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OOH

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Execution 4:

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OOH

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Execution 4 continued:

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OOH

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Location: Major commuter areas (i.e. Penn Station, CTA (Chicago), Water Taxis, Union Station in LA, etc.)

Moment of Recep4vity CommuEng to work, commuEng home

Just missing mass transportaEon

WaiEng/Sibng in mass transit, need a snack, gebng hungry

Tourist desEnaEons – taking pictures

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Digital

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Execution 1:


Digital

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Execution 2:

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Digital

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Execution 3:

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Digital

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Size of Ad Editorial Loca4on Moments of Recep4vity

300x250 Lifestyle Reading a health column

728x90 Fashion Searching for recipes

160x600 Entertainment Juicy celebrity gossip

IntersEEals Style

Roadblocks/Takeovers Health

300x600 Weather

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Digital

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Digital

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Publica4on Reach Against A25-‐34* Path to Purchase Editorial Loca4on

Cosmopolitan 24.8% Awareness; Engagement Health & Fitness; Confessions

Marie Claire 22.6% Awareness; Engagement Health & Fitness; Love & Sex

Glamour 27.6% Awareness; Engagement Health & Diet; Sex & Love

Vogue 24.1% Awareness; Engagement Fashion/Style content

GQ 35.2% Awareness; Engagement Food & Travel; Entertainment

Sports Illustrated 21.3% Awareness; Engagement Sports/Fitness

ESPN Magazine 23.6% Awareness; Engagement Music/Sports

Elle 21.5% Awareness; Engagement Sex & RelaEonships

InStyle 16.3% Awareness; Engagement “Summer Steals”/ What to do

Maxim 24.2% Engagement Food Fight/100 Supplement

Food Network 17.1% Awareness; Engagement Recipes; Meal Makeovers

Match.com 19.1% Engagement Homepage

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*Source: comScore 2012 *Source: quantcast.com

Engagement

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G oal

O bjective

M essaging

Starburst 2013 StrategyJune -‐‑‒ SeptEngagem ent

Reveal the Juicy Secret.

M edia &

M easurem ent

Print

Subscription D ata, D igital Ext. (i.e.Im pressions,

conversions, clicks, RO I, etc.), Social A ctivity, U nique

Visitors through U RL, # of Q R codes snapped

D igital

Social M edia

Sponsorship & Events# of sam ples distributed, # of tickets sold, Sales,

Increased social activity

Im pressions, Clicks/CTR, Conversions/CR,

Engagem ent/IR, A vg. Tim e Spent, CPA , Brand Lift

studies, Social A ctivity, etc.

Increase engagem ent by 25% through FB, Tw itter, etc.

Print

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Execution 1:

Reveal the Juicy Secret. www.starburst.com/juice


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Print

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Execution 2:




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Print

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Execution 3:

Reveal the Juicy Secret.

www.starburst.com/juice

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Digital – Execution 1

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Reveal the Juicy Secret

Made with Real Juice

Life is Real, Juicy


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Reveal the juicy secret Life is Real, Juicy


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Reveal her juicy secret

Social Media

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Social Media

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Social Media

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Social Media

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Moment of Recep4vity CommuEng to work

In class

Right before falling asleep

Catching up on social news feed

Watching television

Part of a situaEon that you really want to speak out about (good or bad)

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Event - Invitation

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Event – Look & Feel

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Event – Highlights

Secret Pass

Secret Pass

Event –VIP Tent

Event – Fashion Show

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Miami -‐ New York – Las Vegas – Los Angeles -‐ Dallas -‐ Chicago

Event – Schedule

Purchase

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G oal

O bjective

M essaging

Purchase

Increase revenue by 10% overall

Life is Real. Juicy/Reveal the Juicy Secret/Live Juicy.

April -‐‑‒ SeptemberStarburst 2013 Strategy

D igitalIm pressions, Clicks/CTR, Conversions/CR, Engagem ent/IR, A vg. Tim e

Spent, CPA , Brand Lift studies

M edia &

M easurem ent

A w areness

Engagem ent

Purchase

TVRatings Share, O verall Sales, A w areness Studies, Brand A dvocacy,

D igital Ext.

PrintSubscription D ata, D igital Ext. (i.e.Im pressions, conversions, clicks,

RO I, etc.)

O O H Traffic, TA B O O H Ratings, Social M edia N oise

PoP

B2B

# of distribution outlets, # of m ovie theater kiosks, # of Subw ay

tunnel kiosks, # of Starburst only vending m achines, # of taxi

vending m achines, # of stationary kiosks in superm arkets, sales, etc.

Print

Subscription D ata, D igital Ext. (i.e.Im pressions, conversions, clicks,

RO I, etc.), Social A ctivity, U nique Visitors through U RL, # of Q R codes

snapped

D igitalIm pressions, Clicks/CTR, Conversions/CR, Engagem ent/IR, A vg. Tim e

Spent, CPA , Brand Lift studies, Social A ctivity, etc.Social M edia

Sponsorship &

Events

# of sam ples distributed, # of tickets sold, Sales, Increased social

activity

B2B/ PoP Strategy – Live Juicy

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•  Increase presence within Mass Merchandisers such as Wal-‐Mart and Target and strengthen relaEonship with wholesalers and retail stores

•  Increase presence in movie theaters – contract Starburst only stands

•  Work with the MTA for permanent Starburst kiosks

•  Placing Starburst only vending machines in offices

•  Work with Taxis to place vending machines in them

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B2B/PoP Strategy – Live Juicy

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•  Choice locaEon by the registers – only Starburst products

•  Create separate kiosks in the supermarkets and convenience stores so that the product stands out from the shelves

•  Sampling on site

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10% You Say?

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Industry Assump4ons: •  41% of the industry is made up of so` candy •  $774.3MM in Profit last year •  $774.3 x .41 = $317.5MM towards the so` candy segment •  35.3% = Mars Market Share •  $317.5 x 35.3% = $112.1MM in revenue •  28 candy products, assume 9 receive the most revenue

–  Assume Starburst gets 8% of the revenue = $8.7MM

•  10% revenue growth = $872K for a total of $9.6MM for 2013

Audience Assump4ons: •  Assume 120MM HH (Nielsen) •  Assume roughly 39MM HH for A25-‐34 •  39/120 = 32.5% of the populaEon falls into our demo

10% You Say?

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Audience Assump4ons Cont’d: •  8.2% = average conversion rate according to markeEngexperiments.com;

assume a conservaEve 2% conversion rate •  39MM x 2% = 769K conversions •  Assume a pack of Starburst sells for $1.25 Behavioral Assump4ons: •  According to Candy USA, the average consumpEon of chewy candy is 1x per

week •  6 month campaign = 25 weeks = 25 purchases of candy at a minimum •  769K conversions x 25 = 19.2MM packs of Starbursts sold

Final Calcula4ons: •  19.2MM x $1.25 = $24MM+ in sales

Thank you!!

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Ask us some juicy questions!

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Appendix

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Industry Snapshot

U.S. population consumes more than 7.7 billion pounds of candy each year

Revenue: $6.7 billion in 2012

Profit: $774.3 million in 2012

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25% 32% 41%

2% 0%

50%

Gum Hard Candy Soft Candy Other

Segmentation

Segmentation

Source: IBIS World, 2012 Synced Media

Getting candy to a store near you...

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64% 14%

9% 8% 5%

Segmenta4on

ConfecEonary Wholesalers

Mass Merchadisers

Exports

Retail Stores

Direct-‐to-‐Public Sales


Industry Structure

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Industry Structure Barrier Life Cycle Stage Mature

Revenue Volatility Medium

Regulation Level Heavy

Competition Level High


2012 Market Share 4 leading Companies

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35.3%

20.4%

1.1% 2.1% 4.8%

2.4% 4.5%

2.2%

27.2%

Market Share Mars Inc.

Hershey

Nestle

Kra` Foods

Tootsie Roll Industries

Jelly Belly Candy

Ferrara Pan Candy Company

Russel Stover

Other


Competition Brands Advantage Disadvantage Percep4on Posi4oning

Starburst So` chew, juicy, bursEng with flavor, portable, various flavors, iconic wrapping, individually packaged

Individually packaged Packed with flavor, makes a lot of garbage, not made with real juice

It’s a juicy contradicEon

SkiXles So` chew, bite size, portable, various flavors, not individually packaged

Melt in your hands Fun, flavorful, might actually be too many in a pack, boring a`er a while, too sweet, not made with real juice

Taste the rainbow

M&Ms Iconic, bite size, chocolate, different versions (i.e. pretzel)

Doesn’t include anE-‐oxidants

Fun, great characters/storylines, iconic brand

Melts in your mouth not in your hands

Life Savers Hard candy, not individually packed, portable

Flavors are not versaEle Older generaEon kind of brand, associated with mint flavor, not made with real juice

A hole lot of fun!

Snickers Energy supply with protein from peanuts, lots of candy bar for your money

FaXening, lots of calories, isolaEng those with peanut allergies

Filling, loaded with peanuts Hungry? Why wait?

Twix Two bars, differenEates with cookie and caramel, portable

FaXening, lots of calories

Take a break from your busy life and eat a twix

Pause like you mean it.

Fruit & nut bars, cereal bars, dried fruit, yogurt, etc.

Healthy, lots of variety More expensive, acquired taste

Great alternaEve to sweets, organic, expensive, not as saEsfying as candy/chocolate

A healthy alternaEve to snacking – fights against obesity and diabetes

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SWOT Analysis Strength: -‐  Company with a long history -‐  Variety of flavors and products -‐  Made with real fruit juice -‐  Provides 50% of DV C intake -‐  High brand awareness

Weakness: -‐  Lack of a strong personality posiEoning -‐  Each individually wrapped – lots of

garbage created when you eat a whole pack

-‐  Consumers may not be aware of real juice ingredient

Opportunity: -‐  Candy is a mood-‐booster and childhood

symbol (for the young, and the young-‐at-‐heart)

-‐  Health conscious consumers -‐  New adverEsing mediums available -‐  Untapped target segment available

Threats: -‐  ConfecEonery-‐free checkouts -‐  Changing market place – more health

conscious consumers -‐  Increased prices in raw materials and

producEon -‐  High level of compeEEon

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Target Insights

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24%

11%

33%

22%

10%

Consump4on of Chewy Candy by Age

Children 2-‐12

Teens 13-‐17

Adults 18-‐44

Adults 45-‐64

Adults 65+

Source: Candy USA

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Target Insights

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84% of adults prefer candy to include some sort of health benefit

Source: Candy USA

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TV – Measurements of Success

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•  Ra4ngs share = gross raEngs points –  Vendor pulls Nielsen data and spot data from a system like Wide Orbit

and posts actuals vs. delivered. A post can show either full delivery (100%) or parEal delivery (95%) which would then lead to further discussions about make good opportuniEes

•  Overall sales (internal client figures) will be able to show whether we hit our goal for that week

•  Awareness studies – where did you see our ad? Message recall and acEon taken

•  Any digital extensions of sponsorships, companion banners for online video streaming can lead to an in-‐store coupon or QR code that takes you to a coupon to download on your mobile device that you need to take in-‐store to redeem

•  Since this target is huge on brand advocacy, an upEck in the number of site visits, Facebook and twiXer likes/tweets, can indicate success

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Print – Measurements of Success

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•  Current subscrip4on data of selected publishers

•  Online extensions of sponsored editorials §  Impression delivery § Conversions § Clicks § ROI

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Print – Measurements of Success

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•  Current subscrip4on data of selected publishers •  Online extensions of sponsored editorials

§  Impression delivery § Conversions § Clicks § ROI

•  Number of Facebook “likes” and tweets •  Number of unique visitors through the unique URL within the print ad

•  Number of QR codes snapped

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OOH – Measurements of Success

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•  Pedestrian traffic •  TAB Out of Home Ra4ngs – represents the average number of people who are likely to noEce an out of home ad

•  Number of Facebook posts, tweets, Instagram photos and increased social ac4vity

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Digital– Measurements of Success

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•  Impression delivery •  Clicks/CTR •  Conversions/ CR •  Engagement •  InteracEons/IR •  Average Eme Spent •  CPA •  Social AcEvity •  Brand Li` Studies via Vizu or Inside Express

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Events – Measurements of Success

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•  Number samples distributed •  Number of Eckets sold •  Increase in social acEvity – instagram, Facebook and twiXer

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Sources

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•  Census http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf

•  Sweet Insights http://www.candyusa.com/files/SweetInsights/NCA%20Sweet%20Insights%20-%20Chewy%20Candy%20Consumer%20-%20Final.pdf

•  IBISWorld Industry Report Candy Production in the US, August 2012

•  Prizm Data http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&pageName=Segment%2BExplorer

•  Individual publication media kits •  hXp://www.commercialappeal.com/news/2013/mar/16/

ingredients-‐in-‐food-‐drink-‐not-‐tasty-‐to-‐some-‐more/ •  hXp://www.markeEngexperiments.com/blog/markeEng-‐insights/

average-‐conversion-‐rates.html

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作品集 starburst

Marketing