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Minute Maid Orange Juice
Early Birds
AGENDA
● Introduction● Target Audience● Media Objective & Strategies● Communication Goals● Media Selection & Rational● Flowchart & Cost● Summary
INTRODUCTION
INTRODUCTION --Background
Minute Maid Pulpy Orange“Refreshingly Orange, Surprisingly Pulpy”
A Naturally refreshing Juice● Real Orange Pulp● One of the world’s largest juice drink brands➢ Orange juice reigns as king of the mass market, with $2.6 billion
in sales for 2013 Financial Year.
INTRODUCTION --Situational Analysis
Strength1. Excellent branding and advertising2. Excellent distribution and availability
Weakness1. Slightly higher price2. Obvious seasonality3. More conscious about
the freshness
Opportunity1. Growing consumer awareness of health drinks2. Big budget for advertisement3. High Brand recognition
Threats1.Threat from other drinks competitors2.Growth of different types of fruit juices
INTRODUCTION --Competitive Analysis
TropicanaMinute MaidCitrus World IncOther brands
INTRODUCTION --Competitive Analysis
INTRODUCTION --Competitive Analysis
Create awareness for the Pulpy productIncrease overall Minute Maid sales by 3 additional share point by end of 2015● Increase market share month over month● Increase consumer awareness (65% to 75%)● Increase sales by 10% for overall franchise
Introduction --Business Objectives
TARGET AUDIENCE
TARGET AUDIENCE Number of children: 1-3: (140)5+ : (135)
TARGET AUDIENCE
Media usage:
Internet: Highly (132) TV: All Day Lightly (103) Early & Late Fringe Moderately(112) Magazines Lightly(104)
Outdoor: Lightly (101)
Psychographics:Family Orientated:● Enjoy time with my family: 102● I enjoy watching kids’ tv shows
with my children: 125● My children have a significant
impact on the brands I choose: 122
Network Reliance:● The Internet has changed the
way I get information about products and services 130
● Using a computer: visit social sharing/networking websites 126
● The internet helps me to become an expert in my things: 117
MEDIA
MARKETING OBJECTIVES
● Increase Market Share by 3%● Increase Average Customer Spending● Increase the Number of Website Traffic by
20%● Successfully launch the new product Minute
Maid Pulpy● Enlarge the customer segment
COMMUNICATION GOALS
A reach of 75% at a 4+ frequency against adult 25-54
● A high “Reach” is necessary due to:1. Minute Maid Pulp is a new product2. Orange juice is a mass market product3. Minute Maid is facing severe competition from more
than 10 brands
MEDIA STRATEGIESMedia:TV (concentration), Print (fully coverage), Digital Marketing,Outdoor Place:South (99): Try to increase awarenessMidwest (103): Try to increase salesTime:● TV: In order to maximize the effect of the advertising and due to the limited
budget, we focused on four specific months.March-Launching the new pulp orange juice June-Summer Start, Camp SeasonSeptember-Back to schoolDecember-Holiday season
● Magazine: In order to maintain the exposure of the product, and due to the lower cost, a fully coverage strategy is adopted for magazine.
MEDIA MIX
● TV(60%): Most influential, high reach and high price● Magazine(20%): Low price, maintenance of exposures, compensation for the gaping
space of TV audiences ● Internet(12%): Low price, TA’s high usage, cost-efficient, attractive to young people● Outdoor: Low price, durable effect, the nearest effect to purchase process both in time
and space
TV
TV SELECTION & RATIONAL
● Vertical %: Higher vertical percentage indicates that more people who drink orange juice are watching the program.
● Cost: Due to limited budget, we seek through cost effective selection mix.
● Index: Higher index means people in this definition are more likely to be our TA.
Early MorningTime: 6:00AM-10:00AMAudience:All-FamilyAdvantage: 1.Higher Index than other dayparts 2.Breakfast Timing, stimulate TA buying our product.Example of shows:CBS: This Morning (The latest news.)
ABC: Good Morning America (News and entertainment.)
Network TV
Day timeTime: 10.00AM-4.00PMAudience: People stay at home in day times. ex: mothers at home Advantage:1.Target people who is responsible for the grocery shopping specifically. 2. Lower cost.Example of shows:ABC: Who Wants to Be a Millionaire Contestants try to win a million by answering pop culture and general knowledge trivia questions.
FOX: The Dr. Oz ShowDiscuss viewers' health-and-wellness concern
Cable TVPrime TimeTime: 8pm-11pmAudience: Depends on different channels Advantage: 1. Most cost effective 2. Target specific group of people.Example of Shows:DISNEY(116): Dog With a Blog A sitcom that is told from the pup's perspectiveNICKELODEON(116): NINJA TURTLESCartoonTBS(111): The Big Bang TheoryA sitcom about four genius engineers in California
FLOWCHART & COST - TV Q1Budget of Q1 2015 January February March
TV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $16,386 30 40 40 35 30
Day $9,195 30 40 40 35 30
Cable Prime $10,364 30 40 40 35 30
Total Week GRP 90 120 120 105 90
Total Month GRP 435
Total Cost $1,078,350.00 $5,212,025.00
Parents $198,180 3/11
Scholastic Prt&Chl $50,985 2/14 3/27
Nat’l Geo Kids $113,030 3/18
Experience Life $50,100 3/15
Shape $198,733 2/24 3/23
Maxim $253,890 2/18 3/24Every Day RachaelRay $163,000 3/11
FLOWCHART & COST - TV Q2Budget of Q2 2015 April May June
TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 20,258 20 20 17 17 17 17 20 20
Day $ 9,421 20 20 17 17 17 17 20 20
Cable Prime $ 11,934 20 20 17 17 17 17 20 20
Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60
Total Month GRP 222 222
Total Cost $3,079,362 $3,079,362
Parents $198,180 4/7 5/13 6/10
Scholastic Prt&Chl $50,985 4/28 5/29
Nat’l Geo Kids $113,030 4/21 5/27
Experience Life $50,100 4/15 5/15 6/15
Shape $198,733 4/21 5/19 6/22
Maxim $253,890 4/22 5/20 6/30Every Day RachaelRay $163,000 4/7 5/13 6/9
FLOWCHART & COST - TV Q3Budget of Q3 2015 July August September
TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 16,970 20 20 20 17
Day $ 9,238 20 20 20 17
Cable Prime $ 10,897 20 20 20 17
Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51
Total Month GRP 231
Total Cost $3,114,041
Parents $198,180 7/8 8/5 9/9
Scholastic Prt&Chl $50,985 8/22 9/28
Nat’l Geo Kids $113,030 7/7 8/12 9/15
Experience Life $50,100 7/15 9/15
Shape $198,733 8/11 9/14
Maxim $253,890 8/12 9/15
Every Day RachaelRay $163,000 8/5 9/9
FLOWCHART & COST - TV Q4Budget of Q4 2015 October November December
TV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 14,837 17 17 20 20 17 18 20 20
Day $ 8,828 17 17 20 20 17 17 20 20
Cable Prime $ 12,837 17 17 20 20 17 18 20 20
Total GRP 51 51 60 60 0 0 0 0 51 53 60 60
Total Week Cost 222 224
Total Cost $2,701,148 $2,728,822
Parents $198,180 10/6 11/10 12/9
Scholastic Prt&Chl $50,985 10/23 11/24
Nat’l Geo Kids $113,030 10/20 11/24
Experience Life $50,100 10/15 11/15 12/15
Shape $198,733 11/17
Maxim $253,890 10/14 11/18
Every Day RachaelRay $163,000 10/14 11/18
TV Spending ---- 2015
Total Cost of TV: $ 20,993,110
1 2 3 4 5 6 7 8 9 10 11 120
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
1; Series3; $0
2; Series3; $1,050,000
3; Series3; $4,620,000
4; Series3; $2,730,000
5; Series3; $0
6; Series3; $3,150,000
7; Series3; $08; Series3; $0
9; Series3; $3,150,00010; Series3; $3,150,000
11; Series3; $0
12; Series3; $3,150,000
MEDIA SELECTION & RATIONAL
Print-Index: High index indicates that the readers are more likely to drink orange juice.-Drinker Population: We choose the magazines with higher drinker population in order to maximize the awareness and thus sales.-Cost Per Thousand(CPM) : Lower CPM suggests that the magazine is more cost effective. -Relevance: We choose magazines which are more relevant to the orange juice-Different segments of audience: We choose the magazines that have different target audience in order to increase reach and sales.
ParentsAudience: Women with young childrenContent: Scientific information on child development geared to help parents in raising their childrenRational: Helping moms maintain a sense of self with beauty, fitness and nutrition information.
National Geographic KidsAudience:Children under kindergarten age (6-14)Content: Animals, entertainment, science, technology, current events, and cultures from around the world.Rational: Makes it fun to learn about the world.
Scholastic Parents & ChildAudience: Parents with children who go to schoolContent: Book recommendations, homework help, and more to help make learning fun. Rational: Attract parents to buy the orange juice for their children.
EveryDay Rachael RayAudience: Women who like cookingContent: Teach how to cook, recipeRational: Love life, eat healthier
ShapeAudience:Active, professional women Content: Beauty, fashion, fitness, nutrition, health, psychology, travel, career, relationships, and homeRational: Achieve a healthy, happy, balanced life
MaximAudience: Young manContent: Fitness, sportsRational: Build the business on multiple dimensions
Experience LifeAudience:People who need a healthy lifeContent:Fitness, nutrition and emphasizes how better health and fitness can contribute to a happier balanced life.Rational: Healthy way of life
FLOWCHART & COST - Magazine Q1Budget of Q1 2015 January February MarchTV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4Early Morning $16,386 30 40 40 35 30Day $9,195 30 40 40 35 30Cable Prime $10,364 30 40 40 35 30Total Week GRP 90 120 120 105 90Total Month GRP 435Total Cost $1,078,350.00 $5,212,025.00 Parents $198,180 3/11
Scholastic Prt&Chl $50,985 2/14 3/27
Nat’l Geo Kids $113,030 3/18
Experience Life $50,100 3/15
Shape $198,733 2/24 3/23
Maxim $253,890 2/18 3/24Every Day RachaelRay $163,000 3/11
FLOWCHART & COST - Magazine Q2Budget of Q2 2015 April May June
TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 20,258 20 20 17 17 17 17 20 20
Day $ 9,421 20 20 17 17 17 17 20 20
Cable Prime $ 11,934 20 20 17 17 17 17 20 20
Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60
Total Month GRP 222 222
Total Cost $3,079,362 $3,079,362
Parents $198,180 4/7 5/13 6/10
Scholastic Prt&Chl $50,985 4/28 5/29
Nat’l Geo Kids $113,030 4/21 5/27
Experience Life $50,100 4/15 5/15 6/15
Shape $198,733 4/21 5/19 6/22
Maxim $253,890 4/22 5/20 6/30Every Day RachaelRay $163,000 4/7 5/13 6/9
FLOWCHART & COST - Magazine Q3Budget of Q3 2015 July August September
TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 16,970 20 20 20 17
Day $ 9,238 20 20 20 17
Cable Prime $ 10,897 20 20 20 17
Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51
Total Month GRP 231
Total Cost $3,114,041
Parents $198,180 7/8 8/5 9/9
Scholastic Prt&Chl $50,985 8/22 9/28
Nat’l Geo Kids $113,030 7/7 8/12 9/15
Experience Life $50,100 7/15 9/15
Shape $198,733 8/11 9/14
Maxim $253,890 8/12 9/15
Every Day RachaelRay $163,000 8/5 9/9
FLOWCHART & COST - Magazine Q4
Total cost of Magazine: $6,986,488
Budget of Q4 2015 October November DecemberTV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4Early Morning $ 14,837 17 17 20 20 17 18 20 20Day $ 8,828 17 17 20 20 17 17 20 20Cable Prime $ 12,837 17 17 20 20 17 18 20 20Total GRP 51 51 60 60 0 0 0 0 51 53 60 60 Total Week Cost 222 224Total Cost $2,701,148 $2,728,822 Parents $198,180 10/6 11/10 12/9
Scholastic Prt&Chl $50,985 10/23 11/24
Nat’l Geo Kids $113,030 10/20 11/24
Experience Life $50,100 10/15 11/15 12/15
Shape $198,733 11/17
Maxim $253,890 10/14 11/18 Every Day RachaelRay $163,000 10/14 11/18
INTERNET
INTERNET
● Target Customer has Highly Usage of Internet (Index:132)
● 68% of our TA use social media, and tend to use more than 3 times a day. (Index:121)
TIME SUGGESTION
Emphasize Period:● Early March: Debut Period
● Placing newspaper FSIs at 3/8, 6/28, 9/13
● Early April: Free sample in store
● Sponsored NYC Marathon: 11/1
Internet Ad Suggestion
Banner & Email Ads-form are most effective:Our TA often purchase through banner Ad(145) and Email Ad (117)
RECOMMENDED WEBSITE● Shopping Website(121)Amazon, Target, Boxed.com● NEWS Website(117)New York Times, BBC.com● Video/TV Website(115)Youtube, hulu TV● Social Website (121)Facebook
SEARCHRational:Target customers are heavy users of InternetOver 80% Internet users are searching online“Search” is the #1 traffic driver to websiteSuggested Key words: Brand associated: “Minute Maid”, “orange” “orange juice”, “juice” Competitor associated: “Tropicana”, “Simply Orange”, “Florida’s Natural”Category associated: “pulpy”,”plupy”, “pulp”, “squeezed” , “fruit juice” Awareness associated: “Vitamin C”, “Breakfast” , “Health”
Total Cost of Internet:$ 4,200,000
OUTDOOR
OUTDOOR● Out-of-Home advertising is on 24/7/365 with no programming
between ads. “Out-of-Home is able to reach 96% of Americans each week.”
A 25-54 • 72% travel by car (alone or carpool) •17% take the bus (Nielsen)● Large Billboard (“Billboards are the most viewed OOH media.
Roughly two-thirds of travelers have seen a billboard advertisement in the past month”)
● Gas Station
25-54 Orange Drinker
ADS - NOTICED PAST 30 DAYS: LARGE Billboards Index: 108, Vertical% 45.7%
ADS - NOTICED PAST 30 DAYS:GAS STATIONS Index: 109, Vertical% 39.9%
Source: Scarborough, Arbitron Out-of-Home Advertising Study
OUTDOOR
Total Cost of Outdoor:$ 2,800,000
Large Billboard Gas Station
Advantage • Most impactful OOH• cost effective
• point of purchase
• cost effective
Unit Large(14’ x 48’)$1,500 - $30,000 per location
-106ads
Gas Pump Top(30" W x 15" H)$395 - $695 per gas station-2055 ads
Location South:HighwayUrban citiesMidwest
Midwest:Urban & Rural
Impression 20,000 to 50,000 per location per day
3,000 to 7,000 per ad per day
SUMMARY
Percentage Budget Actual SpendingTV 60.00% $21,000,000 $20,993,110
Magazine 20.00% $7,000,000 $6,986,488Internet 12.00% $4,200,000 $4,200,000Outdoor 8.00% $2,800,000 $2,800,000
Total Cost 100.00% $35,000,000 $34,979,598Remaining $20,402
Media Performance:TV: 78% Reach Frequency:4.5 (product Launch) 63% Reach Frequency:2.5 (other months)Magazine: 5,839,452 total circulation Internet: Select the most effective types of Ads. Select the highest index websites.Outdoor: Reinforce messages that customers(commuter/travelers) are exposed before and direct them to the storeTherefore: High Reach high awareness should generate high sales Reach targets at different activities--maintain the exposure
Q&A
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