Detailed media plan recommendations for Minute Maid Orange Juice. An annual flighting strategy including traditional media such as TV, print and out-of-home; and also new media such as SEM.
2. Agenda
Purpose
Landscape Overview
• Situation Analysis
• Business Objectives
• Communication Objectives
• Competitive Spend
Campaign Overview
• Strategic Approach
• Media Objectives
• Campaign Parameters
• Target Profile
Tactical Detail
• Budget
• TV
• Print
• Digital
• OOH
• Contingency
Campaign Recap
Plan highlights
Full tactical overview
A year with Minute Maid
2
3. Purpose
• Launch Minute Maid Pulpy
• Develop a high-impact, targeted 2015 Action Plan
• Secure Shelf Position & Loyalty in a crowded marketplace
• Boost Minute Maid’s product set with a premium offering
3
Refresh your mind, Reward your soul
5. Minute Maid Pulpy, while a commodity product in a
crowded category, has unique product positioning to
build on and is a year-round household staple
5
Strengths
Established Brand Family
Quality Product
Unique Positioning: like eating an orange
Weaknesses
Higher price point
Lowest Market Share (8%, Trop 8.6%, Simply 8.2%)
Opportunities
OJ is purchased/consumed year round
Tropicana current focus on Diet product
Hispanics overindex on juice consumption
Threats
Commoditized
Crowded Marketplace
Growing Health Concerns (Sugar intake & Obesity)
DIY Juicers
Fad Drinks (Coconut Water)
Sources: Fruit and Vegetable Juices: U.S. Market Trends, April 2013 (MarketResearch.com)
6. Business objectives: to increase market share,
consumer awareness, and sales by 2015 Year End
Create Awareness for Minute Maid Pulpy & Increase overall Minute Maid franchise sales by 3
share points by 2015 Year-End
• Increase market share month over month
• Increase consumer awareness of brand Minute Maid. Currently 65%-75%
• Increase sales by 10% for overall franchise
6
7. Communication objectives: to strengthen awareness
and build the halo around the Minute Maid brand
• Create Awareness of new Minute Maid Pulpy
• Align consumer association with Key Takeaway of ‘Like Eating an Orange’
• Strengthen halo around total Minute Maid brand family to increase overall awareness and
purchase
7
8. Competitive spending: Tropicana focus on Q4 and
heavy print; Simply Orange on network & cable TV
and Florida’s Natural on cable TV
8
2013 QRT 1 2013 QRT 2 2013 QRT 3 2013 QRT 4
NETWORK
CABLE
SYNDICATION
PRINT
NETWORK
CABLE
SYNDICATION
PRINT
NETWORK
CABLE
SYNDICATION
PRINT
Heavy Average Low
Sources: Ad$pender
9. Competitive TV spending: heavy in prime and news
but relatively light on AM and late night
Prime Time
9
85% in Q1
79% in Q2
58% in Q4 55% in Q4
(% of company media budget)
23% in Q4 22% in Q1
News Time
AM
<3%2% in Q4 <9% in Q4
4% in Q4 14% in Q1
17% in Q3
Late Night
15% in Q4
0% in others
Focusing On Missing Out
11. 3-pronged strategic approach: to reach the core OJ drinking
adult, highlight key seasonal priorities, and maintain presence
throughout the year
11
REACH THE CORE MAKE A SPLASH KEEP IT FRESH
LAUNCH MINUTE MAID PULPY TO TARGET
AUDIENCE A35-54
EVENTIZE KEY SEASONAL PRIORITIES
AND SALES PERIODS
SUPPORT ONGOING AWARENESS WITH
PRESENCE THROUGHOUT THE YEAR
BY BY BY
PURCHASING BROAD-REACHING, DUAL-
SKEWING MEDIA, COMPLIMENTED BY SELECT
SPECIAL-INTEREST/NICHE AFFINITIES
(HEALTH, COOKING, FINANCE, ETC)
HEAVYING-UP PRESENCE DURING LAUNCH,
BACK TO SCHOOL, FSI/IN-STORE SUPPORT,
NY MARATHON AND OTHER KEY PERIODS
DEPLOYING ‘ALWAYS-ON’ SEARCH AND
SUPPORT DURING LOW PRIORITY PERIODS
WITH WITH WITH
TV, PRINT, DIGITAL, SEARCH TV, PRINT, DIGITAL, SEARCH, OOH PRINT, DIGITAL, SEARCH
12. TV & Print: to optimize brand awareness through
highlighting the premium nature of the product and
positioning product against the competition
12
•Prioritize TV over other media to launch Pulpy with high-visibility in key opportunity dayparts
•Build awareness amongst a broad audience through heavy presence in National & Prime Broadcast
•Complement broadcast buy with efficient, targeted placements in special interest cable networks
•Align with programming in line with target lifestyle (health, fitness, cooking, etc)
TV
• Focus on premium positioning and full-page placements where available to solidify Pulpy as a quality product
• Drive awareness around Free-Standing Insert support & In-Store sampling with National newspaper
• Extend reach with National newspapers and target special interest publications to align seasonal themes (holiday
entertainment, summer fitness, back-to-school parenting, etc)
Print
13. Digital & OOH: to complement the high-impact TV
and Print by extending online presence and local NYC
opportunities around the Marathon
13
• Extend presence to high-indexing sites in alignment with target internet preferences (gaming reviews, personal
finance, entertainment and news)
• Drive awareness as well as reach/efficiency with mix of high-impact takeovers, pre-roll and search engine
optimization
Digital
• Support NY Marathon with local sponsorship and media
OOH
14. The 2015 Campaign: national reach for Adults 35-54
and focus on key Minute Maid seasonal and sales
priorities.
14
Budget $35MM
Includes TV, Print, Digital, OOH, Contingency
Target Adults 35-54
National Presence
Seasonal Priorities
• Launch: March 2015
• In-Store Sampling: April
• FSI Support: 3/8, 6/28, 9/13
• Back to School
• New York Marathon
• Holiday
15. HH Income: $100k-500k
(>130)
Gender: Dual
Occupation: Business,
Office, Legal, Technical,
Architect
Age: 35-54 (102)
Education: College (119)
Graduate (118)
1 or More Children(150)
Attitudes
Behavioral/Lifestyle
Taste and health have high importance
HEALTH Love to try new diets (109);
Shape and Calories conscious (112)
FAMILY Prefer staying at home with the family (113)
LIFESTYLE Don’t have enough time to treat themselves well
enough because of busy Lifestyle (125)
SELF
CONCEPTS
Funny and humorous (110); Frank and Outspoken
(107); Good-hearted (104)
SHOPPING Shop with Children (109); Children have significant
impact (128);
Cautious decision maker (105); Using Internet to help
decision making process (104);
Environmentally conscious (105); Like new stores (106)
Target Audience: Adults 35-54, with one or more
children and a college degree, deserve to be
rewarded mindset
16. 6pm 12pm 6pm Evening Overnight
Waking Up
Getting ready
Lunch
Break
Commute SleepingWatching TV / Internet Surf
Prepare for bedWork Commute
Dinner
Meet friendsGym
A Day in the Life: With heavy mobile usage during morning and
evening commutes, desktop web during the day and TV in the
morning and evening
18. Budget: The majority will be invested on TV, followed
by print, digital, search, contingency, and OOH
61%
20%
10%
3% 5%1%
TV
Print
Digital
Search
Contingency
OOH
18
$21,350,000.00
$7,000,000.00
$3,500,000.00
$1,050,000.00
$1,750,000.00
$350,000.00
20. Q1 & Q2: Product launch will feature a heavy March
and early April GRP load to boost early awareness
and in-store trial
20
21. Q3 & Q4: highlight back to school seasonal priority
and the NYC marathon sponsorship leading into the
holidays
21
22. Outcome: More than 50% of the total plan is in Prime, with
an average reach of 75% and 3.5 average frequency
22
Budget: $21,350,000| 60% Overall
23. Sample programming: a robust mix of dual skewing,
premium adjacencies covering news, sports, and
broad entertainment
Early Morning News
Broadcast
Prime
Cable Prime Syndication
Prime
Late Night
23
30. Digital: align with seasonal interests and campaign
priorities, and features a mix of high-impact display
and video units
30
Budget: $3,500,000 | 10% Overall
Yahoo Finance
Synched Roadblock
March – April (Tax
Season)
IGN
Homepage Takeover
June
(E3 6/17-19; FSI 6/22)
728x90
300
x
600
970x250
w/skins
Men’s Health
Pre-Roll Roadblock
July – August
Parents
Advertorial
Sponsorship
Back-to-School /
September
Advertorial
NY Times
11/1 Homepage
Takeover
Food Network
Holiday
300
x
600
250x50
300
x250
728x90
Pre-Roll
100x50
31. Search keywords: capitalize on the competitive set,
category, seasonal interests and overall
health/nutrition
Sample Key Words
• Brand: Minute Maid, Minute ‘Made’
• Competitor: Tropicana, Simply Orange, Florida’s Natural,
Welch’s, Ocean Spray
• Generic/Category: Orange Juice, Juice, Fruit Juice, Pulpy,
Freshly Squeezed, Blended Juice, Fresh Juice, Beverage
• Seasonal/Priority: New York Marathon, School Breakfast,
Brunch, Summer cocktails, Holiday drinks
• Health/Nutrition: Vitamin C, Flu Season, Nutrition
31
Budget: $1,750,000 | 3% Overall
32. Flighting: An always-on strategy throughout the year, reaching
both Google and Bing users and catering creative to current
campaign alignment, such as the NYC Marathon
32
Search Query: NYC Marathon
Minute Maid® Pulpy Orange Juice - minutemaidpulpy.com
www.minutemaid.com/NYCMarathon
Run the NYC marathon with Minute Maid Pulpy
34. NYC Marathon: Capitalizing on its global popularity, a
restaurant promotion and Bus advertising will
amplify the Minute Maid sponsorship
• Restaurant Sponsorship along the marathon route during New York Marathon week
• Bus Advertising
34
Budget: $350,000 | 1% Overall
35. Minute Maid Mimosas: A brunch partnership with
restaurants along the route will make it the go-to
drink for friends and family celebrating the runners
Take part in NYC’s most popular meal and support friends and family of runners by sponsoring ‘Marathon Mimosas’ at
restaurants on the Manhattan portion of the route
• Boost Minute Maid brand awareness among mass crowd by supporting Manhattan local restaurants brunch during
Marathon weekend
• For maximum exposure prior, during and after the event- aggressive local advertising indicating participating restaurants
• Support local restaurants in NYC and friends and family of marathon runners along the route
35
36. Bus sides: Highly-visible, featuring custom marathon
creative will run for four weeks surrounding the
marathon
Transit
• Half Showing of Bus Sides from 10/12 – 11/9
• Reaches highly trafficked local routes, both pedestrians
and vehicular traffic, during busy Marathon weeks
• Custom NY Marathon Creative
36
Route Borough Annual Ridership
M15 Local/SBS Manhattan 17,065,446
B46 Brooklyn 15,507,651
Bx12 Local/ SBS Bronx 15,299,111
B6 Brooklyn 13,352,953
B44 Local/SBS Brooklyn 12,112,521
38. Contingency budget: 5% reserved for a Q4
opportunistic spend, to be allocated to a top
performing medium pending client priority
• 5% of Budget
• Opportunistic for Q3-Q4 Sales Boost /
Add’tl Presence during Holiday
• Allocate to top performing medium
pending Q1-Q3 results
38
5%
TV
Print
Digital
Search
Contingency
OOH
Budget: $1,050,000 | 5% Overall
40. Plan Highlights: Media objectives achieved for all
channels, within total budget of $35MM
TV
• Heavy presence in key promotional periods (avg. 60 GRPs/week during launch and back-to-school period.)
• Average 70% of Adults 35-54 reached, with 3.45x exposure
• Premium placement in Prime; extended presence in Early Morning & Late Night
PRINT
• A mix of premium print alignment will reach a broad audience effectively with an avg. coverage of 9.72% and
index of 123
DIGITAL & OOH
• Maximize presence with websites, online display, and SEM/SEO
• Competitive placement of OOH advertising to achieve high impact on NYC sponsorship opportunities
40
41. Full Year at a Glance: The Journey with MM
41
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cost
Reward
with
MM
Cook with
MM
Re-energize with MM
Learn
with
MM
Run with MM
Celebrate
with MM $34,999,544
TV $21,347,630
Print $7,010,914
Digital $3,500,000
Search $1,041,000
OOH $350,000
Contingency $1,050,000
42. Your 2015 with Minute Maid:
We know the customer
◦ Address their media consumption habit
◦ Media campaign theme aligned with target audience’s attitude
We know the competition
◦ Our voice is clearer where they are, louder where they aren’t
◦ Contingency budget
We know you!
◦ Product story throughout the year
◦ Right people, right time, right place, and right message
42
Refresh your mind, Reward your soul
We’re so excited to present our plan for you today- we definitely have some great things in store. Just a quick agenda of what we’ll be taking you through
A quick landscape overview to share where minute maid is currently, in relation to the competition and the overall beverage market
We also have some overall objectives for this plan- from both a business perspective and communications overview.
Emily
Emily
Emily
Opportunities:
Hispanics- While Hispanic households make up about 1/3 of the US population, they account for almost half of all juice consumed on a daily basis.
Threats:
Commoditized- Not a product that demands a lot of brand loyalty, customers easily swayed by discounts, sales, convenience, etc
Crowded Marketplace- Not only Orange Juice, but other Juices/Beverages as well. Juice/Vegetable Blends, Smoothies, Coconut Water, Vitamin water, home juicing fads etc
Growing Health Concerns- The current shift away from ‘sugary drinks and juices’ towards more healthy alternatives is impacting fruit juice sales- especially related to parents/children, as the growing issue of Childhood obesity is examined.
Emily
Emily
Denise
Tropicana focus on Qrt 4 and print; Simply Orange focus on network & cable TV; Florida’s Natural focus on cable TV and the first 3 qrts
Denise
Denise
Denise
+Competitive Rationale
Denise
Denise
Viola
Viola
(102, 37.3%)
Overindex in general population
Viola
, \the target represents an average tech-savvy consumer.
Emily
Emily
TV 61% $21,350,000.00
Print 20% $7,000,000.00
Digital 10% $3,500,000.00
Contingency 5% $1,750,000.00
Search 3% $1,050,000.00
OOH 1% $350,000.00
Emily
Emily
No Summer TV- accounting for support from print and digital
No Holiday TV- similar with print and digital, also potential plan for contingency spend
Emily
Emily
James
James
will complement TV and reach a broad audience
james
James
Summer
Summer
Launch:
Flighting, Rationale, High-Impact
Yahoo Finance- Launch Timeperiod, Tax Season
IGN- June FSI Support, E3 Videogame conference
Simmons Rationale (Site Types):
Financial Information (109)
Video Game News/ Reviews (110)
Sports (103)
Medical Services/ Health (101)
Download Movies (104)