AAF Houston's Student Conference and Competition in the Fall of 2011 Assignment: to create a full campaign for Sunkist in a group of 8-10 students in about 8 hours Awards: 2nd place out of about 20 teams. My Involvement: Worked as “2nd In Command”: facilitating the planning, progression and finalization of the project. Took the role of account planner emphasizing the need to understand the consumers and make sure ideas are in their best interest. Created the Facebook ads, edited the plan book, prepared the budget report, planned details with creatives, and created the citation page. Afterwards: There are many things I would change about the campaign, including the arrangement of the plans book, but I am very proud of what we were able to do in less than a day.

1. Let’s Talk Strategy
Kimberly Aurich | Brenda Banegas | Ashlyn Brackin | Elexis Coby | Lori Geater
Rachael Hackathron | Laronda Lias | Chrysah Pederson | Matt Taylor

2. Company Analysis : Sunkist
Table of Contents
 Our mission is to become the number one flavored
Pg. 2. Company Analysis
3. Consumer Analysis soft drink among teens, ages 13-18.
3. Marketing Analysis
4. Product Analysis  Sunkist soda was launched in 1979.
4. Competitive Analysis
5. SWOT Analysis
6. Target Marketing Profile
 Currently, Sunkist is producing nine different
7. Positioning Statement
7. Marketing and Advertising Objectives flavored sodas.
8. Strategy and Tactics
9. Budget
Marketing Communication Strategy Overview
Advertising Strategy  Historically there has been fluctuating demand
Sales Promotion Strategy
trends in the flavored soft drink market.
 In the past eight years, Sunkist has been the only
CSD brand that has experienced volume growth.
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3. Consumer Analysis Market Analysis
 Our target customers are not only teens between the  Our target market is only teens that include: diverse
ages of 13 and 18, but the parents that purchase the backgrounds, mostly on African American and
product for them. Hispanic, and the aspirational groups the other teens
 8.6% of the US population consists of teens, and is look up to.
continually growing.  The aspirational groups we will concentrate on are the
 The motivation to buy our product is the influencers and edgers.
refreshment’s bold orange flavor, differentiating us  The distribution of our product will be to grocery
from our competition. stores, convenience stores, retail stores, and
 The customers look for a fun, energizing, refreshing pharmacies.
drink to quench their thirst.  Currently Sunkist holds 44.8% of market shares, with
 The customer will experience not just the bold, fun, private labels and Fanta as our main competition.
orange flavor, but the “coolness” that comes with the  Although it’s increasing, CSD contributes less than half
product. of the total channel LRB share.
 Teens hanging out with their friends in their spare
time will see that Sunkist brings them together and
creates an enjoyable experience.
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4. Product Analysis Competitive Analysis
 Our product’s position is having
the best tasting orange soda
Dominant Brands:
among competitors.
 Fanta offers many flavors including Regular Orange, Fanta Zero
 We want to position our
Orange, Fanta Apple, and Fanta Grapefruit in 100% natural
product as an energetic and
flavors.
empowering orange drink.
 Dr. Pepper a signature blend of 23 flavors
 Sunkist will provide energy and
reduce stress among the target  Crush has a position in the minds of the parents of our target
market. 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.
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5. SWOT Analysis
Strengths Threats
 Strong brand image  PVL CSD’s with lower
 Vibrant product personality prices
 Recession  High volume of
 Opportunity for students to competitors
be enlightened of Sports industry
Weaknesses
 Disloyal consumer base
Opportunities
 Social Media integration
 Lack of knowledge of the other
products for increased brand awareness
 Lack of consumption on a
and loyalty
 Expanding of flavors
regular basis
 Sponsorship and
promotional opportunities
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6. Target Market Profile
Primary Market
- Teens between the ages 13-18 Secondary Market
- 60% of target market is age 24 and under - Parents that purchase
- 25% of target market is 13-17 beverages for their children
- Over indexes Hispanic and AA, but 60% of Sunkist volume is - Want healthy choices preferring
among whites less sugary drinks
- 82% of teens are not loyal to soft drink brands - If the child annoys them
- Hispanic teens, 12-17, cover 18% of total US population enough, more likely to buy the product
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
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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 Market Objectives Advertising Objectives
Acquire and retain customers ages Increase market shares +2.5% by Increase awareness of Sunkist as a
13-18 stealing share in Grocery & fun, energizing beverage by 4.5%
Convenience Channels
Increase market sales 4.1%
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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.
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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
Estimated Cost for Sunkist
Total $966,000.00
Advertising
Concert
8%
34% Electronic
26% Billboard
8%
5% 13% 6%
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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.
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11. Media Calendar
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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
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13. Outdoors
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15. 15

16. 16

17. 17

18. 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.
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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.
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