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Bai5ppt3
- 2. agency
- 3. swotstrengths weaknesses opportunities threats • Only drink that uses the newly discovered health benefiting coffee superfruit • High in antioxidants and low in sugar • Five calories per serving gives products competitive advantage in health drink market • Product has very low level of awareness • More expensive product which decreases potential market share • People could be skeptical of the unique coffee super- fruit ingredient • Society is continuing to become more health con- scious • There is potential to reach more than target market of 18-24 year old females • Distribution is scattered • Competitors have a higher brand awareness
- 5. objectives $12 million Marketing: To increase sales by 9% communication: 70% comprehension, 50% conviction time frame: one year
- 6. research 1. Determine women’s awareness and perception of the Bai 5 brand 2. Determine what women want and need from a health bever- ageand further understand their purchasing behavior 3. Determine the most effective media channels andvehicles to target our audience primary secondary Simmons OneView brand value proposition • functional benefits • emotional benefits • self expresive
- 8. campaign strategy • Not many people within our target know about Bai 5 & its benefits • There are several competitors that are highly established brands already and Bai 5 needs to differentiate itself from them challenege • We are not trying to alter the lifestyle of our target but instead, are trying to integrate Bai 5 into their current lifestyle • Women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about • Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health key insight our solution We will focus on providing“bai-lievers”with a guilt-free duality of indulgence and health benefits to support the balance they attempt to preserve as they take on their daily adventures with confidence, energy and resilience.
- 9. creative strategy STRATEGY • Draw more attention to the brand • Incorporate the beliefs and needs of our target audience with a wel- coming, aesthetically pleasing design • Center creative around the active and hardworking lifestyle art direction • Mirror the behavior of our target audience portraying active, hard- working, healthy behavior • Emphasize health benefits of our product • Draw attention to the packaging and product itself • Clean & simple design, transparent white curve to house copy Copywriting • Tagline: Indulge your health • Emphasize the big idea that Bai 5 is both and indulging treat and a healthy choice • Call to action prompting target audience to visit Bai 5’s website • Secondary copy highlighting Bai 5’s compatibility with our target’s lifestyle
- 15. media plan target audience: • Primary: Women 18-24 • Secondary: Men 18-24 graphic scope: • Nationally • Highly populated regions NEW YORK BOSTONLAMIAMI effective reach: 70% effective frequency: 4
- 16. media stategies Pulsing Heavy in the Spring & Summer tv 13.5% transit/billboard 22.5% internet 45% magazine 9% production costs 10% $12 million }
- 17. Internet -Hulu -CollegeHumor -CNN -The Onion Magazine -Allure -Fitness magazine -Cosmopolitan Television -E! -TLC -HGTV -ABC Family Out of Home -Billboards Media Choices media choices
- 18. brand activation 1. bai 5 and the fab 5 • 2016 Rio Olympic Games • Healthy, energizing drink option for athletes
- 19. 2. BAI 5 & LULU FOR A HEALTHY LIFE • Partnership with Lululemon Athletica, a self described yoga-inspired ath- letic apparel company that appeals to our healthy and active target audi- ence • We will produce coupons for a free bottle of Bai 5 with a purchase of $75 Lululemon apparel • We will implement vending machines of just Bai 5 flavors in all of the Lulu- lemon flagship stores • Use instargam to prompt our target audience to instagram pictures of themselves wearing Lululemon while holding or drinking their favorite Bai 5 flavor