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  1. 1. Minute Maid Orange Juice Early Birds
  2. 2. AGENDA ● Introduction ● Target Audience ● Media Objective & Strategies ● Communication Goals ● Media Selection & Rational ● Flowchart & Cost ● Summary
  3. 3. INTRODUCTION
  4. 4. INTRODUCTION --Background Minute Maid Pulpy Orange “Refreshingly Orange, Surprisingly Pulpy” A Naturally refreshing Juice ● Real Orange Pulp ● One of the world’s largest juice drink brands ➢ Orange juice reigns as king of the mass market, with $2.6 billion in sales for 2013 Financial Year.
  5. 5. INTRODUCTION --Situational Analysis Strength 1. Excellent branding and advertising 2. Excellent distribution and availability Weakness 1. Slightly higher price 2. Obvious seasonality 3. More conscious about the freshness Opportunity 1. Growing consumer awareness of health drinks 2. Big budget for advertisement 3. High Brand recognition Threats 1.Threat from other drinks competitors 2.Growth of different types of fruit juices
  6. 6. INTRODUCTION --Competitive Analysis
  7. 7. Tropicana Minute Maid Citrus World Inc Other brands INTRODUCTION --Competitive Analysis
  8. 8. INTRODUCTION --Competitive Analysis
  9. 9. Create awareness for the Pulpy product Increase overall Minute Maid sales by 3 additional share point by end of 2015 ● Increase market share month over month ● Increase consumer awareness (65% to 75%) ● Increase sales by 10% for overall franchise Introduction --Business Objectives
  10. 10. TARGET AUDIENCE
  11. 11. TARGET AUDIENCE Number of children: 1-3: (140) 5+ : (135)
  12. 12. TARGET AUDIENCE Media usage: Internet: Highly (132) TV: All Day Lightly (103) Early & Late Fringe Moderately(112) Magazines Lightly(104) Outdoor: Lightly (101) Psychographics: Family Orientated: ● Enjoy time with my family: 102 ● I enjoy watching kids’ tv shows with my children: 125 ● My children have a significant impact on the brands I choose: 122 Network Reliance: ● The Internet has changed the way I get information about products and services 130 ● Using a computer: visit social sharing/networking websites 126 ● The internet helps me to become an expert in my things: 117
  13. 13. MEDIA
  14. 14. MARKETING OBJECTIVES ● Increase Market Share by 3% ● Increase Average Customer Spending ● Increase the Number of Website Traffic by 20% ● Successfully launch the new product Minute Maid Pulpy ● Enlarge the customer segment
  15. 15. COMMUNICATION GOALS A reach of 75% at a 4+ frequency against adult 25-54 ● A high “Reach” is necessary due to: 1. Minute Maid Pulp is a new product 2. Orange juice is a mass market product 3. Minute Maid is facing severe competition from more than 10 brands
  16. 16. MEDIA STRATEGIES Media: TV (concentration), Print (fully coverage), Digital Marketing,Outdoor Place: South (99): Try to increase awareness Midwest (103): Try to increase sales Time: ● TV: In order to maximize the effect of the advertising and due to the limited budget, we focused on four specific months. March-Launching the new pulp orange juice June-Summer Start, Camp Season September-Back to school December-Holiday season ● Magazine: In order to maintain the exposure of the product, and due to the lower cost, a fully coverage strategy is adopted for magazine.
  17. 17. MEDIA MIX ● TV(60%): Most influential, high reach and high price ● Magazine(20%): Low price, maintenance of exposures, compensation for the gaping space of TV audiences ● Internet(12%): Low price, TA’s high usage, cost-efficient, attractive to young people ● Outdoor: Low price, durable effect, the nearest effect to purchase process both in time and space
  18. 18. TV
  19. 19. TV SELECTION & RATIONAL ● Vertical %: Higher vertical percentage indicates that more people who drink orange juice are watching the program. ● Cost: Due to limited budget, we seek through cost effective selection mix. ● Index: Higher index means people in this definition are more likely to be our TA.
  20. 20. Early Morning Time: 6:00AM-10:00AM Audience:All-Family Advantage: 1.Higher Index than other dayparts 2.Breakfast Timing, stimulate TA buying our product. Example of shows: CBS: This Morning (The latest news.) ABC: Good Morning America (News and entertainment.) Network TV Day time Time: 10.00AM-4.00PM Audience: People stay at home in day times. ex: mothers at home Advantage:1.Target people who is responsible for the grocery shopping specifically. 2. Lower cost. Example of shows: ABC: Who Wants to Be a Millionaire Contestants try to win a million by answering pop culture and general knowledge trivia questions. FOX: The Dr. Oz Show Discuss viewers' health-and-wellness concern
  21. 21. Cable TV Prime Time Time: 8pm-11pm Audience: Depends on different channels Advantage: 1. Most cost effective 2. Target specific group of people. Example of Shows: DISNEY(116): Dog With a Blog A sitcom that is told from the pup's perspective NICKELODEON(116): NINJA TURTLES Cartoon TBS(111): The Big Bang Theory A sitcom about four genius engineers in California
  22. 22. FLOWCHART & COST - TV Q1 Budget of Q1 2015 January February March TV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $16,386 30 40 40 35 30 Day $9,195 30 40 40 35 30 Cable Prime $10,364 30 40 40 35 30 Total Week GRP 90 120 120 105 90 Total Month GRP 435 Total Cost $1,078,350.00 $5,212,025.00 Parents $198,180 3/11 Scholastic Prt&Chl $50,985 2/14 3/27 Nat’l Geo Kids $113,030 3/18 Experience Life $50,100 3/15 Shape $198,733 2/24 3/23 Maxim $253,890 2/18 3/24 Every Day RachaelRay $163,000 3/11
  23. 23. FLOWCHART & COST - TV Q2 Budget of Q2 2015 April May June TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 20,258 20 20 17 17 17 17 20 20 Day $ 9,421 20 20 17 17 17 17 20 20 Cable Prime $ 11,934 20 20 17 17 17 17 20 20 Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60 Total Month GRP 222 222 Total Cost $3,079,362 $3,079,362 Parents $198,180 4/7 5/13 6/10 Scholastic Prt&Chl $50,985 4/28 5/29 Nat’l Geo Kids $113,030 4/21 5/27 Experience Life $50,100 4/15 5/15 6/15 Shape $198,733 4/21 5/19 6/22 Maxim $253,890 4/22 5/20 6/30 Every Day RachaelRay $163,000 4/7 5/13 6/9
  24. 24. FLOWCHART & COST - TV Q3 Budget of Q3 2015 July August September TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 16,970 20 20 20 17 Day $ 9,238 20 20 20 17 Cable Prime $ 10,897 20 20 20 17 Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51 Total Month GRP 231 Total Cost $3,114,041 Parents $198,180 7/8 8/5 9/9 Scholastic Prt&Chl $50,985 8/22 9/28 Nat’l Geo Kids $113,030 7/7 8/12 9/15 Experience Life $50,100 7/15 9/15 Shape $198,733 8/11 9/14 Maxim $253,890 8/12 9/15 Every Day RachaelRay $163,000 8/5 9/9
  25. 25. FLOWCHART & COST - TV Q4 Budget of Q4 2015 October November December TV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 14,837 17 17 20 20 17 18 20 20 Day $ 8,828 17 17 20 20 17 17 20 20 Cable Prime $ 12,837 17 17 20 20 17 18 20 20 Total GRP 51 51 60 60 0 0 0 0 51 53 60 60 Total Week Cost 222 224 Total Cost $2,701,148 $2,728,822 Parents $198,180 10/6 11/10 12/9 Scholastic Prt&Chl $50,985 10/23 11/24 Nat’l Geo Kids $113,030 10/20 11/24 Experience Life $50,100 10/15 11/15 12/15 Shape $198,733 11/17 Maxim $253,890 10/14 11/18 Every Day RachaelRay $163,000 10/14 11/18
  26. 26. TV Spending ---- 2015 Total Cost of TV: $ 20,993,110 Series3, 1, $0 Series3, 2, $1,050,000 Series3, 3, $4,620,000 Series3, 4, $2,730,000 Series3, 5, $0 Series3, 6, $3,150,000 Series3, 7, $0Series3, 8, $0 Series3, 9, $3,150,000Series3, 10, $3,150,000 Series3, 11, $0 Series3, 12, $3,150,000
  27. 27. PRINT
  28. 28. MEDIA SELECTION & RATIONAL Print -Index: High index indicates that the readers are more likely to drink orange juice. -Drinker Population: We choose the magazines with higher drinker population in order to maximize the awareness and thus sales. -Cost Per Thousand(CPM) : Lower CPM suggests that the magazine is more cost effective. -Relevance: We choose magazines which are more relevant to the orange juice -Different segments of audience: We choose the magazines that have different target audience in order to increase reach and sales.
  29. 29. Parents Audience: Women with young children Content: Scientific information on child development geared to help parents in raising their children Rational: Helping moms maintain a sense of self with beauty, fitness and nutrition information. National Geographic Kids Audience:Children under kindergarten age (6-14) Content: Animals, entertainment, science, technology, current events, and cultures from around the world. Rational: Makes it fun to learn about the world. Scholastic Parents & Child Audience: Parents with children who go to school Content: Book recommendations, homework help, and more to help make learning fun. Rational: Attract parents to buy the orange juice for their children.
  30. 30. EveryDay Rachael Ray Audience: Women who like cooking Content: Teach how to cook, recipe Rational: Love life, eat healthier Shape Audience:Active, professional women Content: Beauty, fashion, fitness, nutrition, health, psychology, travel, career, relationships, and home Rational: Achieve a healthy, happy, balanced life Maxim Audience: Young man Content: Fitness, sports Rational: Build the business on multiple dimensions Experience Life Audience:People who need a healthy life Content:Fitness, nutrition and emphasizes how better health and fitness can contribute to a happier balanced life. Rational: Healthy way of life
  31. 31. FLOWCHART & COST - Magazine Q1 Budget of Q1 2015 January February March TV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $16,386 30 40 40 35 30 Day $9,195 30 40 40 35 30 Cable Prime $10,364 30 40 40 35 30 Total Week GRP 90 120 120 105 90 Total Month GRP 435 Total Cost $1,078,350.00 $5,212,025.00 Parents $198,180 3/11 Scholastic Prt&Chl $50,985 2/14 3/27 Nat’l Geo Kids $113,030 3/18 Experience Life $50,100 3/15 Shape $198,733 2/24 3/23 Maxim $253,890 2/18 3/24 Every Day RachaelRay $163,000 3/11
  32. 32. FLOWCHART & COST - Magazine Q2 Budget of Q2 2015 April May June TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 20,258 20 20 17 17 17 17 20 20 Day $ 9,421 20 20 17 17 17 17 20 20 Cable Prime $ 11,934 20 20 17 17 17 17 20 20 Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60 Total Month GRP 222 222 Total Cost $3,079,362 $3,079,362 Parents $198,180 4/7 5/13 6/10 Scholastic Prt&Chl $50,985 4/28 5/29 Nat’l Geo Kids $113,030 4/21 5/27 Experience Life $50,100 4/15 5/15 6/15 Shape $198,733 4/21 5/19 6/22 Maxim $253,890 4/22 5/20 6/30 Every Day RachaelRay $163,000 4/7 5/13 6/9
  33. 33. FLOWCHART & COST - Magazine Q3 Budget of Q3 2015 July August September TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 16,970 20 20 20 17 Day $ 9,238 20 20 20 17 Cable Prime $ 10,897 20 20 20 17 Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51 Total Month GRP 231 Total Cost $3,114,041 Parents $198,180 7/8 8/5 9/9 Scholastic Prt&Chl $50,985 8/22 9/28 Nat’l Geo Kids $113,030 7/7 8/12 9/15 Experience Life $50,100 7/15 9/15 Shape $198,733 8/11 9/14 Maxim $253,890 8/12 9/15 Every Day RachaelRay $163,000 8/5 9/9
  34. 34. FLOWCHART & COST - Magazine Q4 Total cost of Magazine: $6,986,488 Budget of Q4 2015 October November December TV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Early Morning $ 14,837 17 17 20 20 17 18 20 20 Day $ 8,828 17 17 20 20 17 17 20 20 Cable Prime $ 12,837 17 17 20 20 17 18 20 20 Total GRP 51 51 60 60 0 0 0 0 51 53 60 60 Total Week Cost 222 224 Total Cost $2,701,148 $2,728,822 Parents $198,180 10/6 11/10 12/9 Scholastic Prt&Chl $50,985 10/23 11/24 Nat’l Geo Kids $113,030 10/20 11/24 Experience Life $50,100 10/15 11/15 12/15 Shape $198,733 11/17 Maxim $253,890 10/14 11/18 Every Day RachaelRay $163,000 10/14 11/18
  35. 35. INTERNET
  36. 36. INTERNET ● Target Customer has Highly Usage of Internet (Index:132) ● 68% of our TA use social media, and tend to use more than 3 times a day. (Index:121)
  37. 37. TIME SUGGESTION Emphasize Period: ● Early March: Debut Period ● Placing newspaper FSIs at 3/8, 6/28, 9/13 ● Early April: Free sample in store ● Sponsored NYC Marathon: 11/1
  38. 38. Internet Ad Suggestion Banner & Email Ads-form are most effective: Our TA often purchase through banner Ad(145) and Email Ad (117)
  39. 39. RECOMMENDED WEBSITE ● Shopping Website(121) Amazon, Target, Boxed.com ● NEWS Website(117) New York Times, BBC.com ● Video/TV Website(115) Youtube, hulu TV ● Social Website (121) Facebook
  40. 40. SEARCH Rational: Target customers are heavy users of Internet Over 80% Internet users are searching online “Search” is the #1 traffic driver to website Suggested Key words: Brand associated: “Minute Maid”, “orange” “orange juice”, “juice” Competitor associated: “Tropicana”, “Simply Orange”, “Florida’s Natural” Category associated: “pulpy”,”plupy”, “pulp”, “squeezed” , “fruit juice” Awareness associated: “Vitamin C”, “Breakfast” , “Health” Total Cost of Internet:$ 4,200,000
  41. 41. OUTDOOR
  42. 42. OUTDOOR ● Out-of-Home advertising is on 24/7/365 with no programming between ads. “Out-of-Home is able to reach 96% of Americans each week.” A 25-54 • 72% travel by car (alone or carpool) •17% take the bus (Nielsen) ● Large Billboard (“Billboards are the most viewed OOH media. Roughly two-thirds of travelers have seen a billboard advertisement in the past month”) ● Gas Station 25-54 Orange Drinker ADS - NOTICED PAST 30 DAYS: LARGE Billboards Index: 108, Vertical% 45.7% ADS - NOTICED PAST 30 DAYS:GAS STATIONS Index: 109, Vertical% 39.9% Source: Scarborough, Arbitron Out-of-Home Advertising Study
  43. 43. OUTDOOR Total Cost of Outdoor:$ 2,800,000 Large Billboard Gas Station Advantage •Most impactful OOH •cost effective •point of purchase •cost effective Unit Large(14’ x 48’) $1,500 - $30,000 per location -106ads Gas Pump Top(30" W x 15" H) $395 - $695 per gas station -2055 ads Location South:Highway Urban cities Midwest Midwest: Urban & Rural Impression 20,000 to 50,000 per location per day 3,000 to 7,000 per ad per day
  44. 44. SUMMARY Percentage Budget Actual Spending TV 60.00% $21,000,000 $20,993,110 Magazine 20.00% $7,000,000 $6,986,488 Internet 12.00% $4,200,000 $4,200,000 Outdoor 8.00% $2,800,000 $2,800,000 Total Cost 100.00% $35,000,000 $34,979,598 Remaining $20,402 Media Performance: TV: 78% Reach Frequency:4.5 (product Launch) 63% Reach Frequency:2.5 (other months) Magazine: 5,839,452 total circulation Internet: Select the most effective types of Ads. Select the highest index websites. Outdoor: Reinforce messages that customers(commuter/travelers) are exposed before and direct them to the store Therefore: High Reach high awareness should generate high sales Reach targets at different activities--maintain the exposure
  45. 45. Q&A

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