Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Minute Maid
2015 Media
Recommendation
EMILY A CARR
XIATIAN (SUMMER) FAN
ZIMENG (VIOLA) SHU
WEIYING (DENISE) ZHU
CHENHUI (J...
Agenda
Purpose
Landscape Overview
• Situation Analysis
• Business Objectives
• Communication Objectives
• Competitive Spen...
Purpose
• Launch Minute Maid Pulpy
• Develop a high-impact, targeted 2015 Action Plan
• Secure Shelf Position & Loyalty in...
Landscape Overview
SITUATION ANALYSIS
BUSINESS OBJECTIVES
COMMUNICATION OBJECTIVES
COMPETITIVE SPEND
4
Minute Maid Pulpy, while a commodity product in a
crowded category, has unique product positioning to
build on and is a ye...
Business objectives: to increase market share,
consumer awareness, and sales by 2015 Year End
Create Awareness for Minute ...
Communication objectives: to strengthen awareness
and build the halo around the Minute Maid brand
• Create Awareness of ne...
Competitive spending: Tropicana focus on Q4 and
heavy print; Simply Orange on network & cable TV
and Florida’s Natural on ...
Competitive TV spending: heavy in prime and news
but relatively light on AM and late night
Prime Time
9
85% in Q1
79% in Q...
Campaign Overview
STRATEGIC APPROACH
MEDIA OBJECTIVES
CAMPAIGN PARAMETERS
TARGET PROFILE
10
3-pronged strategic approach: to reach the core OJ drinking
adult, highlight key seasonal priorities, and maintain presenc...
TV & Print: to optimize brand awareness through
highlighting the premium nature of the product and
positioning product aga...
Digital & OOH: to complement the high-impact TV
and Print by extending online presence and local NYC
opportunities around ...
The 2015 Campaign: national reach for Adults 35-54
and focus on key Minute Maid seasonal and sales
priorities.
14
Budget $...
HH Income: $100k-500k
(>130)
Gender: Dual
Occupation: Business,
Office, Legal, Technical,
Architect
Age: 35-54 (102)
Educa...
6pm 12pm 6pm Evening Overnight
Waking Up
Getting ready
Lunch
Break
Commute SleepingWatching TV / Internet Surf
Prepare for...
Tactical Detail
BUDGE T ALLOCAT I O N
TV
PRIN T
DIGI TA L
OOH
17
Budget: The majority will be invested on TV, followed
by print, digital, search, contingency, and OOH
61%
20%
10%
3% 5%1%
...
TV
19
Q1 & Q2: Product launch will feature a heavy March
and early April GRP load to boost early awareness
and in-store trial
20
Q3 & Q4: highlight back to school seasonal priority
and the NYC marathon sponsorship leading into the
holidays
21
Outcome: More than 50% of the total plan is in Prime, with
an average reach of 75% and 3.5 average frequency
22
Budget: $2...
Sample programming: a robust mix of dual skewing,
premium adjacencies covering news, sports, and
broad entertainment
Early...
Print
24
Print Selection: A mix of premium placements,
seasonally aligned publications and national newspaper
25
133 Index
2,214,58...
Q1 & Q2: A broad-skewing print plan throughout the
year, with a strong push during launch, as well as
during Q2, to suppor...
Q3 & Q4: stagger placement to continually support
seasonal priorities and when TV is lighter - such as
August and December...
Outcome: Print campaign has an average index of
123 and coverage of 9.72%
28
Digital
29
Digital: align with seasonal interests and campaign
priorities, and features a mix of high-impact display
and video units
...
Search keywords: capitalize on the competitive set,
category, seasonal interests and overall
health/nutrition
Sample Key W...
Flighting: An always-on strategy throughout the year, reaching
both Google and Bing users and catering creative to current...
Out Of Home
33
NYC Marathon: Capitalizing on its global popularity, a
restaurant promotion and Bus advertising will
amplify the Minute Ma...
Minute Maid Mimosas: A brunch partnership with
restaurants along the route will make it the go-to
drink for friends and fa...
Bus sides: Highly-visible, featuring custom marathon
creative will run for four weeks surrounding the
marathon
Transit
• H...
Contingency Plan
37
Contingency budget: 5% reserved for a Q4
opportunistic spend, to be allocated to a top
performing medium pending client pr...
Campaign Recap
PLAN HIGHLIGHTS
FULL TACTICAL OVERVIEW
A YEAR WITH MINUTE MAID
39
Plan Highlights: Media objectives achieved for all
channels, within total budget of $35MM
TV
• Heavy presence in key promo...
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
...
Your 2015 with Minute Maid:
We know the customer
◦ Address their media consumption habit
◦ Media campaign theme aligned wi...
Thank You
Q&A
43
Appendix
44
Competitive Spending per Daypart
45
DAYPARTS Q1 Q2 Q3 Q4
Tropica
na
Simply
Orange
Florida's
Natural
Tropica
na
Simply
Oran...
NYC OOH Costs
46
Upcoming SlideShare
Loading in …5
×

Campaign II - Minute Maid Orange Juice

2,429 views

Published on

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.

Published in: Business
  • Be the first to comment

Campaign II - Minute Maid Orange Juice

  1. 1. Minute Maid 2015 Media Recommendation EMILY A CARR XIATIAN (SUMMER) FAN ZIMENG (VIOLA) SHU WEIYING (DENISE) ZHU CHENHUI (JAMES) ZHENG 1
  2. 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. 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
  4. 4. Landscape Overview SITUATION ANALYSIS BUSINESS OBJECTIVES COMMUNICATION OBJECTIVES COMPETITIVE SPEND 4
  5. 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. 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. 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. 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. 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
  10. 10. Campaign Overview STRATEGIC APPROACH MEDIA OBJECTIVES CAMPAIGN PARAMETERS TARGET PROFILE 10
  11. 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. 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. 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. 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. 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. 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
  17. 17. Tactical Detail BUDGE T ALLOCAT I O N TV PRIN T DIGI TA L OOH 17
  18. 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
  19. 19. TV 19
  20. 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. 21. Q3 & Q4: highlight back to school seasonal priority and the NYC marathon sponsorship leading into the holidays 21
  22. 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. 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
  24. 24. Print 24
  25. 25. Print Selection: A mix of premium placements, seasonally aligned publications and national newspaper 25 133 Index 2,214,581 Circ 7.59 Coverage 140 Index 1,199,388 Circ 4.16 Coverage 127 Index 1,638,925 Circ 3.04 Coverage 123 Index 627,352 Circ 4.23 Coverage 105 Index 3,510,533 Circ 19.07 Coverage 106 Index 2,587,103 M-F 22,000,000 Sa-Su 20.00 Coverage 112 Index 1,631,528 Circ 5.99 Coverage 119 Index 2,144,967 Circ 7.18 Coverage 122 Index 3,286,467 Circ 18.6 Coverage 112 Index 18,000,000 Circ 12.4 Coverage Budget: $7,000,000 | 20% Overall
  26. 26. Q1 & Q2: A broad-skewing print plan throughout the year, with a strong push during launch, as well as during Q2, to support a lighter TV plan 26
  27. 27. Q3 & Q4: stagger placement to continually support seasonal priorities and when TV is lighter - such as August and December 27
  28. 28. Outcome: Print campaign has an average index of 123 and coverage of 9.72% 28
  29. 29. Digital 29
  30. 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. 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. 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
  33. 33. Out Of Home 33
  34. 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. 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. 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
  37. 37. Contingency Plan 37
  38. 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
  39. 39. Campaign Recap PLAN HIGHLIGHTS FULL TACTICAL OVERVIEW A YEAR WITH MINUTE MAID 39
  40. 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. 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. 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
  43. 43. Thank You Q&A 43
  44. 44. Appendix 44
  45. 45. Competitive Spending per Daypart 45 DAYPARTS Q1 Q2 Q3 Q4 Tropica na Simply Orange Florida's Natural Tropica na Simply Orange Florida's Natural Tropica na Simply Orange Florida's Natural Tropica na Simply Orange Florida's Natural NETWORK EARLY AM 0% 0% 3% 0% 0% 0% 0% 32% 0% 23% 0% 0% NETWORK PRIME 0% 75% 4% 0% 66% 0% 0% 22% 2% 54% 0% 0% CABLE EARLY AM 0% 1% 7% 0% 1% 7% 0% 2% 5% 2% 3% 9% CABLE DAYTIME 0% 2% 5% 0% 4% 9% 0% 5% 8% 0% 8% 7% CABLE EARLY FRINGE/ACCESS 0% 7% 22% 0% 11% 12% 0% 13% 12% 1% 23% 13% CABLE PRIME 0% 10% 46% 0% 13% 55% 0% 20% 46% 4% 49% 55% CABLE LATE FRINGE/OVERNIG HT 0% 4% 14% 0% 5% 17% 0% 7% 27% 15% 17% 16%
  46. 46. NYC OOH Costs 46

×