Canada Dry Ginger Ale XMS&S:  Minneapolis  The Holiday Beverage
<ul><li>“ Made with real ginger” </li></ul><ul><ul><li>Printed on cans, bottles and box </li></ul></ul><ul><ul><li>Televis...
Current Consumer Perceptions <ul><li>Confusion about brand </li></ul><ul><ul><li>Healthy? </li></ul></ul><ul><ul><li>Sickn...
Proposed Brand Strategy <ul><li>Positioning Statement : </li></ul><ul><ul><li>“ To mothers aged 35 and up, with a househol...
Communication Objectives Top Priority : Increase understanding, liking and ultimately use (or purchase) by women over 35 w...
Communication Tools: Positioning <ul><li>Magazine ads </li></ul><ul><li>Newspaper ads </li></ul><ul><li>In-store promotion...
Magazine Ads <ul><li>3-page glossy foldout </li></ul><ul><ul><li>“ O”, Gourmet, Working Mother, Harper’s (Catholic Digest)...
Newspaper Ads <ul><li>1-page insert </li></ul><ul><ul><li>Tear-out recipe </li></ul></ul><ul><li>1 unified theme chosen fr...
Advertising Schedule
Print Ads <ul><li>Objectives : </li></ul><ul><li>Create understanding of product uses </li></ul><ul><li>Create holiday ima...
In-Store Promotions @ Premium Stores <ul><li>Sampling </li></ul><ul><ul><li>CDGA “punch” </li></ul></ul><ul><ul><li>CDGA s...
Internet Strategy <ul><li>Website </li></ul><ul><ul><li>Leverage existing recipe content </li></ul></ul><ul><ul><li>Centra...
Internet Strategy – cont’d <ul><li>Mommy blogs </li></ul><ul><ul><li>Existing credible relationship with target </li></ul>...
Integration of Tools <ul><li>Commonality </li></ul><ul><ul><li>Holiday party </li></ul></ul><ul><ul><li>Many uses </li></u...
We invite the opportunity to party with you! “ Redefining the business  of building strong brands” XMS&S:   Minneapolis
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Canada Dry Ginger Ale - Mktg Communications Presentation

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  • John
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  • Me In order to break through the confusion and fragmented understanding of Canada Dry’s image.
  • Me Three priorities building from the strategy: -To build the position of the product for the particular target that we’re looking at. -Work to reduce the erroneous, but existing perception of the only appropriate use of CDGA as a sickness remedy. -But then even further than that, we are trying to affect a larger group through them and the understanding that.
  • Me How it’s used, by whom for what
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  • Me Reaching the consumer in the right time. Everyone has to actually go to the store to purchase, now is the time to convince you to buy. Regardless of whether you’ve been affected by previous marketing communications or your understanding has shifted, this is the proximate opportunity for us to convince you through experiential marketing tactics to buy…and to buy within minutes of trying the product and seeing it’s uses. 2-lt is the coupon because of the type of gathering that we’re positioning it for.
  • Me Searching on websites for recipes on sites like FoodTV and Epicurious.
  • Me Internet savvy segment, not looking at the corporate message and they listen to the word on the street. The internet is becoming the “street” and we are using Mommy blogs as a way to shape mothers understanding and then proliferate it further with their help to a larger consumer audience that will be exposed to it through the mother’s shopping habits. Practical element: Targeting 1000, but we realize that we won’t get all of them…we’re trying to see who responds and how well we can leverage the bloggers that wil try us out and engage us. Credible content that we’re paying for and new sources of recipes. It’s a form of engagement that goes beyond just employing the market mavens, but gets the average consumer involved and helps mothers to identify with and trust their input.
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  • Canada Dry Ginger Ale - Mktg Communications Presentation

    1. 1. Canada Dry Ginger Ale XMS&S: Minneapolis The Holiday Beverage
    2. 2. <ul><li>“ Made with real ginger” </li></ul><ul><ul><li>Printed on cans, bottles and box </li></ul></ul><ul><ul><li>Television ads </li></ul></ul><ul><ul><li>Website- no reference </li></ul></ul>Current CDGA Strategy
    3. 3. Current Consumer Perceptions <ul><li>Confusion about brand </li></ul><ul><ul><li>Healthy? </li></ul></ul><ul><ul><li>Sickness Remedy? </li></ul></ul><ul><ul><li>Similar to Dr. Pepper / 7-Up? </li></ul></ul><ul><ul><li>Older person’s beverage? </li></ul></ul><ul><li>Positive Feedback </li></ul><ul><ul><ul><li>Holiday beverage </li></ul></ul></ul><ul><ul><ul><li>Many uses </li></ul></ul></ul><ul><ul><ul><li>Premium brand </li></ul></ul></ul>
    4. 4. Proposed Brand Strategy <ul><li>Positioning Statement : </li></ul><ul><ul><li>“ To mothers aged 35 and up, with a household income over $60,000 and who are hosting family or holiday celebrations, CDGA is the one must have soft drink because it can be used and enjoyed by all of her guests in a variety of ways while making her look like a great hostess.” </li></ul></ul><ul><li>Brand Essence : </li></ul><ul><li>Functional – Many uses </li></ul><ul><li>Symbolic – Holiday / party beverage </li></ul>
    5. 5. Communication Objectives Top Priority : Increase understanding, liking and ultimately use (or purchase) by women over 35 with a household income above $60,000 for holiday celebrations and parties that they host.   Secondary Priority A : Transform understanding of CDGA from that of a sickness beverage to that of a holiday or celebration beverage among current and potential users of the product.   Secondary Priority B : Leverage the preference/use of CDGA during the holidays by the group towards whom we are positioning our communications in order to increase understanding among consumers with whom we are not already communicating.
    6. 6. Communication Tools: Positioning <ul><li>Magazine ads </li></ul><ul><li>Newspaper ads </li></ul><ul><li>In-store promotions </li></ul><ul><li>Internet strategy </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Banner ads </li></ul></ul><ul><ul><li>Mommy blogs </li></ul></ul><ul><ul><li>Recipe contest </li></ul></ul>
    7. 7. Magazine Ads <ul><li>3-page glossy foldout </li></ul><ul><ul><li>“ O”, Gourmet, Working Mother, Harper’s (Catholic Digest) </li></ul></ul><ul><li>1 unified theme and 3 subthemes </li></ul><ul><ul><li>Primary: Holiday party scene </li></ul></ul><ul><ul><li>Sub: Mom, Dad and the kids </li></ul></ul><ul><li>3 seasons: Christmas, Easter and summer </li></ul><ul><ul><li>October – December </li></ul></ul><ul><ul><li>February – April </li></ul></ul><ul><ul><li>May - August </li></ul></ul>
    8. 8. Newspaper Ads <ul><li>1-page insert </li></ul><ul><ul><li>Tear-out recipe </li></ul></ul><ul><li>1 unified theme chosen from magazine ads </li></ul><ul><ul><li>Primary: Holiday party scene </li></ul></ul><ul><ul><li>Sub: Mom, Dad and the kids </li></ul></ul><ul><li>3 seasons: Christmas, Easter and summer </li></ul><ul><ul><li>Sunday before Christmas (Top 50 markets) </li></ul></ul><ul><ul><li>Sunday before Easter (Top 20 markets) </li></ul></ul><ul><ul><li>Sunday before 4 th of July (Top 20 markets) </li></ul></ul>
    9. 9. Advertising Schedule
    10. 10. Print Ads <ul><li>Objectives : </li></ul><ul><li>Create understanding of product uses </li></ul><ul><li>Create holiday image </li></ul><ul><li>Drive traffic to website </li></ul><ul><li>Effectiveness Testing : </li></ul><ul><li>Visitors to website </li></ul><ul><li>Survey understanding of use pre & post </li></ul><ul><li>Survey association with holidays/parties </li></ul>
    11. 11. In-Store Promotions @ Premium Stores <ul><li>Sampling </li></ul><ul><ul><li>CDGA “punch” </li></ul></ul><ul><ul><li>CDGA stand-alone </li></ul></ul><ul><li>Coupons </li></ul><ul><ul><li>50 cents-off 2 lt. bottles </li></ul></ul><ul><li>Recipes </li></ul><ul><ul><ul><li>Handout recipe cards </li></ul></ul></ul><ul><ul><ul><li>Website information on recipe card </li></ul></ul></ul><ul><ul><li>Prominent creative can display </li></ul></ul><ul><ul><ul><li>Objective : Increase understanding, preference and sales </li></ul></ul></ul>
    12. 12. Internet Strategy <ul><li>Website </li></ul><ul><ul><li>Leverage existing recipe content </li></ul></ul><ul><ul><li>Central node of communications push </li></ul></ul><ul><ul><li>Measure of print ad effectiveness </li></ul></ul><ul><ul><li>Objective : Create understanding of CDGA uses </li></ul></ul><ul><li>Banner ads </li></ul><ul><ul><li>Provide push to website </li></ul></ul><ul><ul><li>Specifically targets holiday entertainment searches </li></ul></ul><ul><ul><li>Objective : Pull target to website at optimal time </li></ul></ul>
    13. 13. Internet Strategy – cont’d <ul><li>Mommy blogs </li></ul><ul><ul><li>Existing credible relationship with target </li></ul></ul><ul><ul><li>Objective : Increase use of CDGA during Christmas season, drive traffic to website. </li></ul></ul><ul><li>Recipe contest </li></ul><ul><ul><li>Create credible content for website </li></ul></ul><ul><ul><li>Generate buzz </li></ul></ul><ul><ul><ul><li>Magazine ads </li></ul></ul></ul><ul><ul><ul><li>Mommy blogs </li></ul></ul></ul><ul><ul><ul><li>Product packaging </li></ul></ul></ul><ul><ul><ul><li>Objective : Create credible content for website; create </li></ul></ul></ul><ul><ul><ul><li>brand buzz and reason to talk about CDGA in blog. </li></ul></ul></ul>
    14. 14. Integration of Tools <ul><li>Commonality </li></ul><ul><ul><li>Holiday party </li></ul></ul><ul><ul><li>Many uses </li></ul></ul><ul><ul><li>Creative use of cans </li></ul></ul><ul><li>Complementary </li></ul><ul><ul><li>Different tool objectives </li></ul></ul><ul><ul><li>Moves customer through response hierarchy </li></ul></ul><ul><li>Coverage </li></ul><ul><ul><li>Diffusion of media </li></ul></ul><ul><ul><li>Old school </li></ul></ul><ul><ul><li>Tech savvy </li></ul></ul>
    15. 15. We invite the opportunity to party with you! “ Redefining the business of building strong brands” XMS&S: Minneapolis

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