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Justin Ryan Thomas; Repositioning Skippy Peanut Butter: Ad Campaign Book

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This ad-campaign book describes a complete Repositioning process for the Skippy Peanut Butter Brand.

"Skippy: Life's Best Complement in a Jar"

Visit www.JThomasIMC.com today!

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Justin Ryan Thomas; Repositioning Skippy Peanut Butter: Ad Campaign Book

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  5. 5. w. . w.. ww w ww ww w ww C com om C com ..c 1933 – Skippy brand is first produced by Rosefield Packing.Co. om .c .co C .coMCIM as sIM CIM sIM C a sIM Th o–m h a om television sponsorship. “Dennis the Menace” Thom a hom w.J T w.J T 1960 Skippy ww .J w w.J w w illustrations created for Skippy w Rockwell 1963 – Norman ww w om co m com ..com 1977 – Production begins in the Little Rock, AR plant .coMCC..c MC C C .coIM 1994 – Olympian Bonnie Blair becomes asIIM as sIM C a sIM om a spokesperson om m Th o– New formula announced h Th om .J T1996 .J .J Th www ww w w ww w ww .J 1998 – Yankees’ Derek Jeter introduced as spokesperson com ..com com ..com 2000 – Unilever acquires Bestfoods for $20.3B .co C .coMCIM C sIM C IM C sIM C a sIM om m as aBars om a Th om 2004 – Production begins on Skippy Snack Th o h .J T2010 – The new Skippy is introduced .J .J Th www ww w ww .J w ww w 5
  6. 6. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C sIM C C IM campaign that will re-introduce Skippy as a asIM C pioneer M as a IGNITE has devised an innovative and integrated asI hom om Th m in the peanut butter market. By understanding our target market and the way theyho Th use o m peanut w w.J butter, we will take JT w.Skippy from a commodity to product, to a highly ww.J Tw.J ww ww w and highly differentiated staple of our consumer’s everyday customized w routine. Through a complete repositioning of the product, we are confident C com this integrated communications plan willC.cSkippy the first choice ..c om that .c m make o m o .co C .coM C of peanut butter for 18-34 year olds. sIM CIM as IM sIM C a sIM om m a om a Th o .J T .J h Th om .J Th ww w ww w Objectives: w ww w ww .J •Increase awareness of Peanut Butter as a customized product •Increase preference for Skippy Peanut Butter over other non-customized brands com ..com com ..com .co •Develop an innovate, flexible, and sustainable creative strategy that can be used C .coMCIM C C sIM C as IM for future marketing communications sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 6
  7. 7. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C MC C sIthe food and beverage industry as well as IM sIM C a sIM Over the past several years many trends can m m as a in om a in the marketplace as a whole. ThreeT .J .J o be seen Tkeyho include: hinsights .J ThTh om ww ww w w ww w no longer desire products developed for the mass market, w ww .J Customization: consumers “me-tailing” is the new retailing. In every consumer category from electronics to C com to food and beverages, there is evidence of an increasecom products. ..c om cosmetics C om cin individualized .. .co C .coMC sIIMCIM Price-Sensitivity: Current economic climate hasasM the amount of brand loyal adecreased sIM C a sIM consumers in the marketplace.Th hoom base many purchase decisions, m om a Th om .J T differences between brands, solely on price. w.J Th Consumers now ww ww .Jw especially on products with low perceived w wwww w.J Nutraceuticals: As the lifestyles of consumers change, the vitamins, minerals and com health benefits sales inrapidly. Because ofC.coare expected products om supplements industry is increasing ..c specific C with increasingm . m codemand for to reach .co C .coMCIM $3.6 billion by 2013. the nutraceuticals C as sIM industry IM sIM C a sIM om m a om a .J T .JTh o h Th om .J Th www ww w w ww w ww .J 7
  8. 8. w. . w.. ww w ww ww w ww com ..com Peanut Butter Market Demographics com ..com .co C .co consumed peanut butter in the past 6 months, increases as the segment becomes moreMCIM C C sIM C sIM C Demographic analysis of peanut butter users in a greater percentage than any other segment. educated and earns a higher income. Highly terms of age, income, and education as a IM a sIM This pattern was congruent in all varieties of educated individuals are 18% more likely to use om a demonstrates specific patterns that will prove peanut butter. vitamins and supplements , and 8.5% more om Th o m useful in profiling our product’s target market. h Th om likely to consume peanut butter. Affluent .J Th Analysis of the peanut butter market reveals consumers are 12.1% more likely to use .J T .J Vitamin and Supplement Market Demographics ww .J that peanut butter users tend to be well vitamins and supplements, and 9% more likely www w ww We have identified similar usage patterns in the to consume peanut butter. These figures have educated and affluent. We have also identified ww w a connection between the 18 to 34 year old segment and preference for all-natural peanut w vitamin and supplement industry through demographic trend analysis. The vitamin and supplement market exhibits a direct and prompted us to conduct further inquiry into specific vitamin and supplement product usage. butter. We believe these insights could have a positive relationship between vitamin and strong impact on future strategic decisions, and supplement usage, income and education. Performance, Health and Weight related Supplement com com may present an opportunity to build Demographics ..com ..com Vitamins and supplements share the very same competitive advantage in the market. .co C .co correlation that peanut butter does with each To equate with performance related vitamins,MCIM C C sIM C sIM C Demographic trends show a direct level of education and income. we analyzed demographic trends related to as a IM and measurable positive relationship between a sIM Trends show a direct and Centrum Performance vitamins. om a peanut butter consumption and income. On om measurable positive relationship between We analyzed demographic trends Th o h m average, the higher a consumer’s annual Th om vitamins and supplement usage and income related to Centrum Weight Smart vitamin .J Th household income the more likely they are to .J T .J level. The least likely segment to use vitamins supplements in order to help illustrate the ww .J have consumed peanut butter in the past 6 ww and supplements were those with an annual weight control supplement market. This market ww w months. 71% of consumers with an average w ww income of less than $20,000. The most likely was more than twice as likely to be female. w income of less than $20,000 consumed peanut butter in the past 6 months while consumers with an income of $75,000 to $149,000 were w users have annual household income of greater than $150,000. They were interested in TV networks such as the Food Network, Lifetime, ABC family and There is a similar measurable QVC. They had a high magazine readership in the most likely to have consumed peanut publications such as Reader’s Digest, Allure, In butter, with an 80% likelihood. The same relationship between usage and education com com Style and Women’s World. ..com ..com .co level. The least likely segment to have used C .co pattern is present in crunchy, creamy and all- vitamins or supplements in the past 6 months In order to get a picture of theMC C natural peanut butter varieties.IM C sIM C sIM C was those with less than a high school market for overall health supplements, we as a IM The market also showed a direct a sIM education, who exhibited a 39.7% likelihood. analyzed the original Centrum product. The om a positive relationship between education and The most likely segment to have used vitamins amount of male and female consumers was om Th o h m peanut butter consumption. Consumers with Th om or supplements was those with a graduate nearly equal for this product. TV interests for .J Th less than a high school education were the least .J T .J college plus education, who exhibited a 57.9% this market include ESPN, G4 network, CBS ww .J likely market segment to have consumed ww likelihood. News. They were highly interested in Elle and ww w peanut butter in the past 6 months, with a w ww There is a clear relationship between reader’s Digest, and enjoyed traveling. w likelihood of 68.8%. This percentage increased directly with each level of education. 77.3% of consumers who completed college had w the peanut butter and the vitamin and supplement markets. In both markets, usage 8
  9. 9. w. . w.. ww w ww ww w ww com ..com com ..com .co C .co Skippy is one of the most recognizable brands in the United States. Due to the intense competition that Skippy Peanut ButterMCIM C as IM C sIM C sIM C has had to face from both direct and indirect competition, this well-established company has been unable to obtain the product’s a sIM a om a true market potential. Since the Peanut Butter industry has not seen a major change in recent years, sales have been stagnant. omm Th o .J T .J h Th om .J Th ww .J Direct Competition Indirect Competition Non-traditional Competition www ww w Other major peanut butter brands: w ww wSimilar in taste and consistency to peanut Other spreads: Jif, Peter Pan, Goober, Squirrel, generic butter: Humus, Guacamole, and Cream Cheese store brands. Cashew Butter Other major peanut butter brands Although it has different nutritional There are a large amount of com ..com com ..com can often give the same satisfaction and benefits to consumers as .co aspects than peanut butter, cashew C .co butter is the closest tasting products that fit in this category. InMC C this area of substitutes to peanutIM C sIM C sIM C Skippy. This is especially the case substitute that offers the most as when consumers are not brand a IM a sIM benefits to the consumer. This butter, most of these products cannot serve the direct same use, om om a loyal. If all products are viewed as substitute provides mostly the same Th o m similar, there is no reason to choose h Th om benefit to peanut butter, while also but very similar purposes. All of .J Th these products are mostly niche .J T a product except by price. .J being acceptable to those that are ww .J oriented and do not pose an www w ww allergic to peanuts. immediate threat to the Skippy ww w Similar in function: w Sunflower Butter, Almond Butter, Soy Nut market share, as their main purpose is different. Butter Products that are similar in function, com com but different in taste, to peanut ..com ..com .co C .co butter have a small but dedicatedMC C following. Currently, most of theIM C sIM C as a IM sIM C a sIM market that uses these goods are those consumers who are unable to om Th o h m om a Th om consume peanut butter because of .J Th health reasons, or a distinct .J T .J ww .J personal preference. Because of ww ww w w w ww w their unique nutritional offerings, products that are similar in function to peanut butter may soon be taking some of Skippy’s market share. 9
  10. 10. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM To better understand where Skippy is as a brand and where it can go, we examined the Strengths, Weaknesses, Opportunities and omm a om a Th o .J T .J h Th om Threats. Our findings will better help us establish a new positioning for Skippy in what is clearly a stagnant advertising market. It will .J Th wwn .eJs s e s also define all necessary knowledge about the market to stay ahead of what the current direct competition is doing. ww ww w w we wkw w w a • Lacks strong brand identity strengths • Well known brand com ..com com ..com • Top of the mind awareness in consumers .co C .co • Doesn’t occupy unique position in theMCIM C sIM C IM C • Reputation for high quality products as sIM C a sIM marketplace om a • Easily accessible to consumers m om a • Product has gone relatively unchanged since Th o .J T .J h Th om .J Th its introduction in 1933 wwp o r t u n i t i e s w wp w o w www .J w ww threats •Many population segments go un-served by • Price-sensitive consumers com ..com com ..com •Low barriers to imitation .co current peanut butter brandsMC C C .co •Consumers may reject changes in productsIM C sIM C sIM C •Industry trends towards customization have not as IM yet been realized by this segment a a sIM they are familiar with om Th o m om a Th om • Homogenous industry allows for potential h •Government regulations .J T .J .J Th ww .J differentiation ww ww w w w ww w 10
  11. 11. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C IMC C sIM ages 18 - 34 year sIM C a sIM Our target audience isa s a Th oh om products tailored to complement m consumers om a Th om olds who value customized .J T their lifestyle needs. .J .J Th ww w ww w ww .J w ww w Consumers in this demographic have be a part of the “meconomy” their entire life and have come to rely upon individualized products. com ..com com ..com .co C .coMCIM C as IM C sIM C SLIM sIM C a sIM HEALTH ACTIVEm ho Targeted to the consumer JT h a omto consumers who Targeted specifically tohoma hom Targeted w need who want to add vital w JT ..JT products to support consumers who.desire w .JT ww to their daily physically w w vitamins and minerals ww w their ww products that support their everyday routine. activities. weight conscious lifestyle. com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 11
  12. 12. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C sIM C IM C a s products, S K I P P Y is sIM C a sIM h om a om BUTTER tailored to complement their Thom a For consumers who value customized the only brandJT h TPEANUT hom specificww w w.Jof. needs. lifestyle w.J T w w.J w w ww w com ..com com ..com .co C .coMCIM C C sIM C Because the new Skippy is a customizedasM the IinM sIIMC ma s a As we have stated, consumers are given few choices maproduct, Tho mshelf has o hon the hom Tho longer exist. As w.J T consumers don’t core “Skippy Classic” brand T no w.J that they deserve a the peanut butter category. Each brand the same product offeringsw .J consumers ww w .J will ww therefore, w w ww become aware identify with these options as “the perfect peanut butter peanut butter that helps them achieve their desired for me.” The new positioning allows consumers to view lifestyle, a generic “one size fits all” peanut butter m that helps them in their daily m co a product o com obsolete and no longer necessary in C.co ..cwillm C . .c Skippy as C o becomeM endeavors. Skippy is no longer just peanuts inajarsbutMC marketplace. the .coIM C a sII a M sIM C a sIM Th o hom each m Th om om a .J Th rather a complement to the unique lifestyle of .J T .J consumer. www ww w www .J w ww 12
  13. 13. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C IM C sIM C Let’s face it: peanut butter ads have been as boring as sIM C a sIM Objective omm a om a Introduce the consumers to the notion that they deserve Th om and predictable as the product inside the jar for Th o .J T .J h .J Th to chose the variety of peanut butter that best fits their needs. ww .J decades. Whether it’s a mom making sandwiches for ww ww w school lunches or kids making a mess of the midday w snack, we know what’s coming next. These ads have w ww w Target Males and females18-34 who desire customization and been relatively successful in maintaining market share personalization in their everyday life. com com for the “Big 3” but ultimately they have alienated just ..com ..com Current Position about everyone who’s not a child or a parent. .co C .co “Fuel The Fun”- For kids who look to peanut butter for aMCIM C IM C sIM C So the question is, how do we re-engage these as sIM C fun and exciting snack. a sIM omm a om a Th om consumers? Competitive Frame Th o .J T .J h .J Th Unique, benefit-oriented formulation ww ww w w In the new “Life’s Best Complement” campaign we have given consumers a specific reason to reach forwww .J w ww Consumer Promise Through its customized varieties, skippy complements your lifestyle Skippy. The ACTIVE, HEALTH , and SLIM formulations complement their unique lifestyle. Evidence com ..com com ..com .co C .co In a category with little variety and differentiationMCIM C C sIM C sIM C between brands, consumers want a peanut butter that We have chosen to play on the duality of as a IM a sIM has specific benefits to help them achieve the lifestyle om a they desire. omm “complement” and “compliment” by allowing SKIPPY Th o h Th om .J T to compliment the everyday achievements and .J .J Th Voice milestones of the user. ww ww w w www .J w ww Light-hearted, casual, complementary, humorous 13
  14. 14. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 14
  15. 15. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 15
  16. 16. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w wJ ww .great today! Youwlook w ww -Skippy Slim com ..com m .co m .co .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om aand we’ll Take this compliment to h om .J .JTh o T h TaJamba Juiceoz .withTh 16 thank w J FREE w ww w w w wSkippyJ you . w ww Smoothie. w CHOOSE YOUR COMPLEMENT com com Active, Health, or Slim ..com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 16
  17. 17. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 17
  18. 18. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 18
  19. 19. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 19
  20. 20. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 20
  21. 21. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM omm a om a Th o .J T .J h Th om .J Th ww ww w w ww .J w ww w 21
  22. 22. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C as IM C sIM C sIM C a sIM Objective: omm a om a Th o .J T .J h Th om .J Th Create awareness for the new Skippy brand within our target market of 18-34 year olds. ww .J Infiltrate multiple media outlets such as TV, magazine, outdoor advertisements, internet, and co-ops to reach this key demographic and gain ww ww w w ww brand awareness and ultimately brand preference. w w Approach: Offensive com ..com com ..com Who: People who are looking for customized products to fit their everyday lifestyle. Skippy provides the customization that the consumer is looking for in the peanut butter market. .co C .coMCIM C as IM C sIM C sIM C a sIM a om a What: Media targeted at the demographic of 18-34 year olds valuing customization. omm Th o .J T h Th om .J Th When: Launch buzz period in November. One-year campaign /Continuous scheduling on multiple media outlets .J ww ww w w www .J w ww Where: We are targeting the United States as a whole, while reaching our key demographic through the most used media outlets. In addition, we have a strong focus on social networking which the brand hasn’t used frequently in the past. How: Obtain optimal levels of both reach and frequency through the following media outlets: C com OnlineBanner ads . .c om C om ..com cOutdoor .co C .coMCIM IM C Podcasts, blogs, mobile, social s IM as Billboards/Mosaics sIM C a sIM om m a om a Th o Th om networking .J T .J h Specialized Media .J T .J h wTV w ww Traditionalw w Media Co-Op with ww w Jambaw ww Juice Conan O’Brien spot Magazines Athletic Events 22
  23. 23. w. . w.. Slim ww w ww ww w ww Active Health Combination com ..com com ..com .co C .coMC C Buzz Period Introduction Dispersion Market SaturationIM C sIM C sIM C Month of Year 2010 November December January February March April May June July August September October BUZZ as a IM a sIM om om a Conan OBrien Podcasts Th o h m Th om .J Th Blogs/Video Blogs .J T .J ww .J Mobile ww Twitter/Facebook ww w w ww MAGAZINE Women: Cosmopolitan Self w w Marie Claire Cooking Light com com Good Housekeeping ..com ..com .co C .co Better Homes and Gardens Men:MCIM C C sIM C sIM C Mens Health IM a sIM Mens Journal Sports Illustrated ommas a om a Th om OUTDOOR Th o h .J Th Billboards .J T Building Mosaic www .J ww .J w ww INTERNET Banner Ads: ESPN/sports sites Womens Health Sites Mens Health Sites ww w w Nutrition Sites Fitness Sites Active lifestyle Sites com ..com TV com ..com .co C .coMC C ABC/NBC/CBSIM C sIM C sIM C MTV/E! ESPN/Sports Channels as a IM a sIM om a Cooking Channels omm Th om Talkshows: Ellen, Oprah Th o Nightly Local News .J T .J h .J Th ww .J Co-Op www w ww Jamba Juice PR Pictures of Athletes with Skippy ww w w 23
  24. 24. w. . w.. ww w ww ww w ww com ..com com ..com .co C .coMCIM C IM C C We have compiled a marketingas IM consumers who favor customization and sIM C aproducts that are geared toward their lifestyle. This oma sIM plans targets obeneficial because our target demographic is comprised ofTh oma m that .JT h h om are more susceptible to trying new .J Th .JT marketing plan will prove ww w w wwww .J highly-connected individuals who value a product that benefits their unique lifestyle. ww w w Online Banner ads Selection: Introduction-Dispersion-Market Saturation C com Timeline: January –October ..c om C com ..com .co C .coMCIM assIafter theC M IM buzz sIM C a sIM a omand December. The Rationale: Banner ads will begin running m om a Thof o product before banner hthe period, the months of November public needs to .J T .J ads do not create awareness, Th om .J Th ww .J be aware ww w ww the public about the product. w ads can be run. Banner just further inform w ww w Podcasts, blogs, mobile, social networking Selection: Buzz Period C com Timeline: November-December . .c om C com ..com .co C .coMCIM IMC sIM will a s from all sIM C a sIM a om public will seek Rationale: These different forms of networking create awareness and bombardmpublic om a ho h the Tbuzz and the .J T the new product and gain .J Th om .J Th ww .J angles. This will create www ww w out answers to understand comprehension. w ww w 24

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