Snapples IM plan

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Assignment: create an Integrated Marketing plan for Snapple. …

Assignment: create an Integrated Marketing plan for Snapple.
Advertising Fundamentals - NYU SCPS

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  • 1. Anya Bochman Jiwon Kim Renata Ribeiro Rob Piccirillo Yuxara ZavanTuesday, November 22, 2011
  • 2. Snapple • Founded in New York in the early 1970’s • Current products: Juice drinks, Tea (diet and regular), Lemonade, Bottled water • Brand slogan : “Made from the best stuff on Earth” • Part of Dr. Pepper Group, the world’s 3rd biggest soft drinks makerTuesday, November 22, 2011
  • 3. Fruit drinks are very popular among Hispanics.• According to a 2007 study, 81% of U.S. Hispanic households consume orange juice• Average daily U.S. Hispanic orange juice consumption is far greater than any other• Hispanics contributed to 5.5% of the total U.S. population growth between 2000-2010.• Hispanic purchasing power is expected to reach $1.2 trillion by 2011.Tuesday, November 22, 2011
  • 4. Target • Women • 25 – 35 years old • Married with children • Household Income $ 40K+ • Graduated High School or More • Employed • HispanicTuesday, November 22, 2011
  • 5. Psychographics She … • Is a family oriented person • Persues healthy and fresh lifestyle • Tries to eat natural ingredients • Likes beach and enjoys hanging there • Is an active and positive person • Likes outdoor activities like road tripTuesday, November 22, 2011
  • 6. Geographic 10 top cities which represents 60% of the entire U.S. Hispanic/Latino population Los Angeles, New York, Miami, Chicago, Houston San Francisco, Dallas/Fort Worth, Phoenix, San Antonio, Rio Grande Valley  Tuesday, November 22, 2011
  • 7. Consumer Insight Hispanics enjoy fruity juice drinks because they reflect the flavors and tastes of the fresh drinks from their homelandsTuesday, November 22, 2011
  • 8. Communication Objective We expect to build awareness of Snapple juice drink products among Hispanic communities & increase consumption of Snapple Orangeade by 15% over the previous year. *Results will be measured through sales in key demographic areas and campaign quality will be measured through social media tracking and participation.Tuesday, November 22, 2011
  • 9. Communication Strategy Snapple will develop an Integrated Marketing campaign targeting ten U.S markets with high ratings of hispanic population, incorporating four different media: TV, Print Outdoors and Digital. Snapple will also reach  out  to  potential clients  through  partnership  with Walmart in the chosen 10 top cities, this will gain exposure and help for promotion purposes.Tuesday, November 22, 2011
  • 10. Communication Tactics 1.Develop a print campaign to be released in four of the top ten rated magazines among the target, featuring the Orangeade Juice drink as the the one choice that is tasty, fresh and made with real ingredients, and can also take them to this awesome place (call to action to go online for further information about the www.snapple.com contest). y enterate de la promoTuesday, November 22, 2011
  • 11. Magazines • Top 10 Titles Read by Hispanics/Latinos 1. People 2. People en Español 3. National Geographic 4. Cosmopolitan 5. Sports Illustrated 6. Latina 7. Better Homes & Gardens 8. Selecciones 9. Maxim 10. Reader’s Digest <Source: MRI Fall 2006>Tuesday, November 22, 2011
  • 12. More Tactics...•2.Launch a digital contest where every time you buy a Snapple (code written on the tap) you have a chance to win by accumulating digital coupons entering that code in the Snapple website by using your Facebook user, this latin woman will be encouraged by the opportunity to win a full week trip to the Caribbean coast to relax and enjoy. Create banners to be displayed in the magazines sites and also in Walmart website to promote the contest and drive traffic to the website. Snapple juice drink will be the first thing that will be displayed in the search engines like google and yahoo, by using some key words. 12Tuesday, November 22, 2011
  • 13. More Tactics... •3.Snapple will use non-traditional TV advertising by placing the Orangeade Juice drink in a high-rated ABC series “Modern Family” which will gain exposure for the brand for the 2 first months of the season. 13Tuesday, November 22, 2011
  • 14. More Tactics... •4. Snapple will support hispanic children soccer leagues tournaments and dancing classes on the beach for specific summer weekends during July and August. •5.There will be an aggressive outdoors campaign displaying Snapple’s billboards that will last for at least 6 months. 14Tuesday, November 22, 2011
  • 15. flow chart Snapple. Fresh juice drinks for real ACTIVITIES JUN JUL AUG SEP OUT OF HOME Display Ads in Wall Mart stores       Bilboards       MAGAZINES People en Español         Cosmopolitan         Better Homes & Gardens         Readers Digest         DIGITAL Website   Display Advertising (magazines and Wall Mart sites )   SEM Facebook         Twitter     NETWORK Mother and Family     EVENT Events at hispanic soccer leagues     Events at the beach for women    Tuesday, November 22, 2011
  • 16. CREATIVE BRIEF ds ki d, rie ar ,m en om W  Graduated High School or + Employed   Hispanic   Hou seh old Inco me  $ 40K + Women who’s first priority is the family.Tuesday, November 22, 2011
  • 17.     Consumer  Insight: Hispanics enjoy fruity juice drinks because they reflect the flavors and tastes of the fresh drinks from their homelands. Key message Snapple fruit juice is tasty, fresh and made with real ingredients. Support •Snapple replaced the high fructose corn syrup ingredient in its products with 100% cane sugar, it’s natural!. •Orange juice concentrate, citric acid and beta carotene for color. No preser vatives. •Availability everywhere! Snapple is a trusted brand and you can get it anywhere.Tuesday, November 22, 2011
  • 18.   Tonality The creative should be fun and upbeat while remaining wholesome and utilizing bilingual messaging.Vibrant colors such as orange, green and yellow. Mandatories Ads must include call to action to visit the web address www.snapple.com, and a link to Facebook & Twitter for further info about the products and promos.Tuesday, November 22, 2011
  • 19. www.snapple.com y enterate de la 19 promoTuesday, November 22, 2011