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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


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

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 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


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


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


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


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


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


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


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


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


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


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


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


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


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


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