Kimberly Aurich | Brenda Banegas | Ashlyn Brackin | Elexis Coby | Lori Geater Rachael Hackathron | Laronda Lias | Chrysah Pederson | Matt Taylor

Let’s Talk Strategy

2

Company Analysis : Sunkist

Table of Contents

Pg. 2. Company Analysis 3. Consumer Analysis 3. Marketing Analysis 4. Product Analysis 4. Competitive Analysis 5. SWOT Analysis 6. Target Marketing Profile 7. Positioning Statement 7. Marketing and Advertising Objectives 8. Strategy and Tactics 9. Budget

Marketing Communication Strategy Overview Advertising Strategy Sales Promotion Strategy

Our mission is to become the number one flavored

soft drink among teens, ages 13-18.

Sunkist soda was launched in 1979.

Currently, Sunkist is producing nine different

flavored sodas.

Historically there has been fluctuating demand

trends in the flavored soft drink market.

In the past eight years, Sunkist has been the only

CSD brand that has experienced volume growth.

3

Consumer Analysis Our target customers are not only teens between the

ages of 13 and 18, but the parents that purchase the product for them.

8.6% of the US population consists of teens, and is continually growing.

The motivation to buy our product is the refreshment’s bold orange flavor, differentiating us from our competition.

The customers look for a fun, energizing, refreshing drink to quench their thirst.

The customer will experience not just the bold, fun, orange flavor, but the “coolness” that comes with the product.

Teens hanging out with their friends in their spare time will see that Sunkist brings them together and creates an enjoyable experience.

Market Analysis Our target market is only teens that include: diverse

backgrounds, mostly on African American and Hispanic, and the aspirational groups the other teens look up to.

The aspirational groups we will concentrate on are the influencers and edgers.

The distribution of our product will be to grocery stores, convenience stores, retail stores, and pharmacies.

Currently Sunkist holds 44.8% of market shares, with private labels and Fanta as our main competition.

Although it’s increasing, CSD contributes less than half of the total channel LRB share.

4

Competitive Analysis Dominant Brands:

Fanta offers many flavors including Regular Orange, Fanta Zero Orange, Fanta Apple, and Fanta Grapefruit in 100% natural flavors.

Dr. Pepper a signature blend of 23 flavors

Crush has a position in the minds of the parents of our target market.

Product Analysis Our product’s position is having

the best tasting orange soda among competitors.

We want to position our product as an energetic and empowering orange drink.

Sunkist will provide energy and reduce stress among the target market.

Our imagery is smooth, sun, and orange.

The product reminds the consumer of a good time in the sun.

Our product is differentiated by its taste, winning best orange flavored drink in random sampling.

5

SWOT Analysis

Strengths Strong brand image Vibrant product personality Recession Opportunity for students to

be enlightened of Sports industry

Weaknesses Disloyal consumer base Lack of knowledge of the other

products Lack of consumption on a

regular basis

Opportunities Social Media integration

for increased brand awareness and loyalty

Expanding of flavors Sponsorship and

promotional opportunities

Threats PVL CSD’s with lower prices High volume of competitors

6

Target Market Profile Primary Market

- Teens between the ages 13-18 - 60% of target market is age 24 and under - 25% of target market is 13-17 - Over indexes Hispanic and AA, but 60% of Sunkist volume is

among whites - 82% of teens are not loyal to soft drink brands - Hispanic teens, 12-17, cover 18% of total US population

Hispanic Teens

- African American teens cover 15.9% of total US population

- CSD volume for Hispanics’ is 17.8 % and African Americans’ 16.5%

African American Teens

- Influencer teens are technology experts, aware of marketing messages, diverse in culture and have music as the center of their life. - 60% of the influencer teens say getting involved and making the world a better place is important

Secondary Market - Parents that purchase beverages for their children - Want healthy choices preferring less sugary drinks - If the child annoys them enough, more likely to buy the product

7

Positioning Statement “How do you sip the sun” is supported by Sunkist’s plan to increase brand awareness with their target market, teens 13-18, by providing a bold orange taste in a social environment at the convenience of the consumer.

Marketing and Advertising Objectives Company Objectives Acquire and retain customers ages

13-18

Market Objectives Increase market shares +2.5% by

stealing share in Grocery & Convenience Channels

Increase market sales 4.1%

Advertising Objectives Increase awareness of Sunkist as a

fun, energizing beverage by 4.5%

8

Strategy and Tactics Utilizing the strength of social media, television, outdoor, and radio to increase brand awareness of Sunkist brand products amongst teens

13-18. Facebook and Youtube will be paired with our new slogan, “How do YOU sip the sun?” Through a series of photo and video submissions,

winners will be selected to receive prizes provided by Sunkist. Billboards will be used in Houston, Austin, and Dallas to increase brand awareness and display contest winners photos. Radio ads will run once a week for three months in order to capture teenage listeners to excite them about the upcoming Sunkist events

and projects. Television ads will appear on Basic Cable, MTV, Disney, E Network, and Nickelodeon to target our teenage market. Our advertising strategy and calendar will culminate in June with our Sunkist Summer Concert Series to raise Skin Cancer Awareness. Performances in Houston, Austin, and Dallas featuring Katy Perry, The Black Eyed Peas, and Taylor Swift.

9

Budget

Sunkist Advertising Budget

Category Estimated Cost Description

Youtube Commercial Ad $325,000.00 30 second commercials in between videos

Radio Commercial Ad $55,000.00 3 months in Austin, Houston, and Dallas on Top 40 stations

Television Commercial $130,000.00 3 months on basic cable channels, 30 seconds

Traditional Billboard $45,000.00 3 months in Austin, Houston, and Dallas

Electronic Billboard $253,000.00 Showing competition contestants

Concert $83,000.00 Proceeds go to American Skin Cancer Society

Facebook ads $75,000.00 Ad and survey side bar

Total $966,000.00

8%

26%

8% 6% 13% 5%

34%

Estimated Cost for Sunkist Advertising

Concert

ElectronicBillboard

10

Marketing Communication Strategy Overview Promotion Strategy: Emphasize that Sunkist has a bold orange flavor that rivals its competitors’ while creating a social scene for teens. Rationale: This strategy is needed to insure our customers’ social needs during their spare time.

Advertising Strategy

Creative Strategy and Execution

Our advertising will help us in achieving our campaigns objectives by reaching our target market, along with other demographics.

Our outdoor ads such as billboards will be featured in top Texas cities such as Dallas, Austin and Houston. Rather than advertising year-

round, we plan to simply advertise heavily during the main seasonal and holiday periods.

Media Strategy

Our media objectives will be to increase reach and frequency of our consumers and in particular our target market. By utilizing television, radio, Facebook photo contest, and YouTube, we will be able to reach the consumer on an almost daily basis. Our media calendar will give more understanding as to when, and how much money, will be focused on which mediums for advertising.

11

Media Calendar

12

Sales Promotion Strategy Big Idea: “How do you sip the sun?” Sunkist fans have a chance to submit photos of them on Facebook for a chance to win concert tickets to “Sip the Sun to Fight Skin Cancer.” The charitable concert will feature the Black Eyed Peas, Taylor Swift, and Katy Perry. All proceeds will go towards American Skin Cancer Society.

Sales promotional strategy includes the use of:

- Billboards

- Partnerships

- Social Media

- Radio

- Television

13

Outdoors

14

15

16

17

18

19

Sunkist: How do you Sip the Sun?

o Upside down o Cheering your school on to victory o Hanging out with your friends o On an elephant o Others:

Like ∙ 183,519 people like this.

Sunkist: Sip the Sun

Sunkist® the bold orange refreshment

you crave! Go to our Facebook page and

enter a creative picture showing us how

YOU Sip the Sun. Like Now

Like ∙ 153,664 people like this.

20

Works Cited

"Coca-Cola - Brands - Brand Fact Sheets." The Coca-Cola Company. Web. 04 Nov. 2011. <http://www.virtualvender.coca-cola.com/ft/index.jsp>.

Crush Soda Official Site. Web. 04 Nov. 2011. <http://www.crushsoda.com/#panel08>.

"Dr Pepper." Dr Pepper - Home. Web. 04 Nov. 2011. <http://www.drpepper.com/text/products/drpepper/>.

Weblog comment. Mike Arone Fitness. 24 Feb. 2011. Web. 4 Nov. 2011. <http://mikearonefitness.com/>.

Alex Lopez Negrete. “Sunkist: Creative Brief.” Powerpoint presentation. AAF-Houston Student Conference and Competition. Houston, TX. 04 Nov 2011.