This advertising plan proposes promoting a new honey and ginseng flavor of 7Up targeted at teens and young adults. The $2 million budget will fund magazine ads, outdoor ads, TV commercials, and sales promotions from June 2013 to May 2014. The ads will position 7Up as a healthier alternative to other sodas and energy drinks, emphasizing the natural benefits of ginseng. Outdoor and magazine ads will run nationally and in key cities, while TV and social media will build brand awareness. Samples and discounts aim to boost trial among students seeking an energy boost without unhealthy options. The goal is to increase 7Up's market share by attracting new younger customers.
Research Paper on PepsiCo's Future ChallengesBharat Bhushan
Research Paper on PepsiCo's Future Challenges, including SWOT Analysis.
This paper has identified possible future challenges which companies like PepsiCo can face.
Research Paper on PepsiCo's Future ChallengesBharat Bhushan
Research Paper on PepsiCo's Future Challenges, including SWOT Analysis.
This paper has identified possible future challenges which companies like PepsiCo can face.
Strategic Communication Plan Synthesis Proposal for TalentiAnna Ferrari
My group designed the strategic plan for the brand "Snapple". We Conducted primary and secondary research. I created multi-media advertisements informed by the groups research (pages 15-18).
Strategic Communication Plan Synthesis Proposal for TalentiAnna Ferrari
My group designed the strategic plan for the brand "Snapple". We Conducted primary and secondary research. I created multi-media advertisements informed by the groups research (pages 15-18).
Undertook a Business Research project in the second year of my undergraduate degree on the topic- Comparative Analysis between Pepsi and Coca Cola on the basis of various physical and chemical aspects.
Final Presentation for my Marketing Courses in Advertising, Promotion, Public Relations, Consumer Behavior, Market Research, and Marketing Management, Sales Management. Enjoy.
Pepsi Next Case Study Introduction Pepsi Next was la.docxkarlhennesey
Pepsi Next Case Study
Introduction
Pepsi Next was launched by PepsiCo into the US market in February 2012 and has since been
rolled out to various international markets (for instance, it was launched in Australia in September
2012).
The new product is described as a mid-calorie cola beverage, having a mix of sugar and artificial
sweeteners, designed to deliver a full cola taste with reduced calories. While filling the market gap
between full sugar and diet soft drinks, PepsiCo has indicated that its prime target market is lapsed
cola drinkers (giving them a reason to return to the product category).
PepsiCo, which owns range of high-profile beverage brands in addition to its flagship brand Pepsi,
appear to be highly committed to Pepsi Next providing it with strong launch and management
support. In fact, according to PepsiCo themselves, this is their most significant product launch for
several years.
About PepsiCo
PepsiCo is the second largest food and beverage company in the world, with revenues now in
excess of $60 billion. The corporation has 22 brands that achieve retail sales in excess of $1 billion
each. As a result of their brand diversification, around half of PepsiCo’s revenue is generated from
their food lines, such as Frito-Lay (snack food) and Quaker Oats.
In addition, they have progressively expanded internationally and now access over 80% of the
world’s population. Their international (non-US) markets account for almost 50% of their total
revenues and they still see significant growth potential from these markets, on the basis that per
capita consumption of snacks and beverages in other countries is well below US market levels. As
a result, PepsiCo has achieved solid growth is many international markets. While their US
beverage sales fell by 2% in 2011, this has been more than offset by double-digit sales increases
in Europe, Asia, the Middle East and Africa.
In terms of their overall strategic approach, PepsiCo (as highlighted on their website) see
themselves as innovative and adaptive, as stated in the following website quote:
“Pepsi is constantly on the lookout for ways to ensure their consumers get the products they want,
when they want them and where they want them.”
P E P S I C O B R A N D S T R A T E G Y
In their Annual Report, PepsiCo has structured their brands around three related themes, as
highlighted in the following table. This brand structure gives some insight into the role of their
brands and how they see their brand portfolio developing in the future.
Emphasis of Brand Key Brands
Fun-for-you Pepsi, Mountain Dew, 7-Up, Lays, Doritos, Cheetos, Red Rock
Better-for-you Pepsi Max, Diet Pepsi, Lays (oven baked), Quaker bars
Good-for-you Tropicana, Quaker Oats, Gatorade, Nut Harvest
(Note: The various terms, ‘Fun-for-you’ and so on are PepsiCo’s terminology, not the author’s.)
As you can see from PepsiCo’s classification of their b ...
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
CBC's Canada Writes Poetry Contest is in full swing again this year. For those who haven't yet heard of it, the contest is open for all writers to submit their unpublished original work in hopes of a grand prize of $6,000, courtesy of the Canada Council for the Arts, and will have his/her story published in Air Canada’s enRoute magazine and on the Canada Writes website. He or she will also be awarded a two-week residency at The Banff Centre's Leighton Artists' Colony, and will be interviewed on CBC Radio. Your submissions must be between 400-600 words (mine is 407, haha) and you must be a Canadian citizen or permanent Canadian resident to enter.
As my dedicated fans, friends & family I thought I would give you a preview of my work (plus as a broke College student I haven't decided if my work is worth the $25 entry fee as that could pay my phone bill for the month.) Feel free to comment your thoughts - but keep in mind I am a few years rusty with my poetic writing! I hope you all enjoy it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
1. MCOM18-101 MEDIA PLANNING | KIP TUCKWELL
7Up Creative & Media
Advertising Plan
Christina Hewitt, Jessica Dunning, Natalie Graham,
Franyka Frederick, Kyle Bouwmeister
11/22/2012
2. Executive Summary
Challenge:
Having to compete with so many of its sister-brands within PepsiCo the brand of 7Up has been falling out
of view by PepsiCo’s advertising for some time. Feeling neglected it’s time for a repositioning that
focussed on a different side of 7Up other than their lemon-lime flavour. Along with a new image the target
market is changing as well turning towards the younger next generation of consumers within the
teenage/young adult markets.
PepsiCo and 7Up has requested the launch of a new flavour targeted towards a new target market profile of
consumers. The campaign will focus on creative and media advertising for a Canada-wide launch in June
2013 until May 2014. A new packaging design will be needed along with the creative work. The budget for
this plan is $2,000,000.00CAD.
Recommendations:
The new advertisements for 7Up will communicate that the brand now offers a healthier alternative –
honey and ginseng flavour. 7Up Buzz will play up these two key ingredients with print advertisements. The
advertisements will feature the image of the new bottle with the label clearly displayed.
In addition to the new bottle design, PepsiCo will continue to promote the use of the eco-green bottles. The
environmentally friendly bottle works well with the honey and ginseng flavours, driving home the
“healthier alternative” idea.
The ginseng property of the new flavour helps promote the idea of being alert. Students typically turn to
coffee, tea, or even energy drinks to achieve this result, but would now be able to select 7Up Buzz as an
alternative.
3. Market Review
Within the non-alcoholic beverages market, soft drinks are the largest division in Canada. This market has
reached its mature stage, and brings in roughly $4 billion annually. 25% of these sales come from
flavoured soft drinks.
In the United States, PepsiCo has a market share of 27%, while Coca-Cola sits at 34%. The Canadian
market has approximately the same figures. That being said, the soft drink market is the largest segment in
the cold beverage market, accounting for 16%.
Over the past decade, the carbonated soft drink market has seen consumption decline by 30%.
This decline can be attributed to the desire for healthier drink options, which has become much more
prevalent. The demand for water, teas, fruit juices, coffee, and sports drinks has increased, leading to a
drop in sales for soft drinks.
Sales revenue has not dropped as much as consumption. Soft drinks have actually increased in price and
this helps prevent the loss of profit as consumption decreases.
As consumers move toward a healthier drink option, it is recommended that 7Up offers a flavour that fits
this growing trend. As 7Up is not the most popular soft drink offered by PepsiCo, the new flavour will not
only help attract the health conscious consumers, but it will also reflect positively on the 7Up brand.
Competitor Review
Coca-Cola is company that owns Coke, Diet Coke, Fanta, Barq’s Rootbeer, and Sprite. Falling into the
same position as Pepsi-Cola, it seems Coca-Cola is forgetting about Sprite as well. Coca-Cola has been
aggressively promoting its dominance and superiority in taste and quality against Pepsi-Cola products.
There seems to be a “dark cola war” going on and the two companies are caring less about their other
brands, such as 7Up and Sprite.
Coca-Cola constantly promotes its social responsibility sponsoring events like the Much Covers Contest,
promoting their white cans to help polar bears, and partnering with Apple to create iCoke Points, which
consumers collect for prizes. Coca-Cola funds missionary trips to third world countries, along with the
production of needed resources.
The company uses humour in its product differentiation commercials. They have a Facebook page, Twitter
handle, a blog, and video channels on their websites. The websites themselves are highly interactive with
games, recipes, and lifestyle/wellness facts.
4. Brand Review
7Up markets itself as a refreshing lemon-lime flavoured soft drink. The drink was first introduced to the
market in 1929 and quickly became the third most popular soft drink in North America. Today it is owned
by PepsiCo (and the Dr Pepper Snapple Group in the US). 7Up is still a popular brand but is not doing very
well compared to other soft drinks such as Coca-Cola, Sprite, Crush, and many other flavoured soft drinks
available on the market.
In the past 7Up has had success with ad campaigns such as "The UN Cola". These focused on the fact that
7Up does not contain caffeine, which is seen a benefit by many parents as it is marketed to children and
teenagers. The first variation of 7Up was Cherry and Diet Cherry, the new flavours were an instant success
among children and tweens.
Recently 7Up has released new flavours; Cherry, Pomegranate, and Mixed Berry, all with antioxidants.
Each antioxidant flavour is available in regular and diet. Antioxidants are the latest health craze, and 7Up is
trying to appeal to health conscious people by adding them since carbonated drinks are labelled as
unhealthy.
7Up's television and print ads appeal to a young audience, featuring gimmicks such as dancing penguins
and the 7Up mascot "the Cool Spot". In 2006 many soft drinks extended their names in order to advertise
new products, not wanting to lose market shares 7Up followed suit and released its "upside down soft
drink" dnL (7up upside down, see appendix 3). dnL was the opposite of 7Up, which meant it was a cola
and contained caffeine, which caused much confusion with consumers as 7Up was a trusted non
caffeinated soft drink.
As of now, 7Up is marketing its original lemon lime flavour as well as the new antioxidant flavours to
tweens and health conscious soda drinkers even though there is a lot of scepticism as to whether or not a
soft drink can be even remotely healthy.
5. S.W.O.T. Analysis
Strengths:
• 7Up is recognized and available to everyone
• Strong backing of Pepsi brand.
• Available in many different types of packaging to suit different consumer needs.
• 7Up is served in restaurants as a substitute for other citrus flavoured soft drinks.
Weaknesses:
• Soft drinks are seen as unhealthy; health conscious people are changing their diets and switching to
healthier drinks.
• 7Up is similar to other citrus flavoured soft drinks such as Sprite and Mountain Dew.
• Other flavours of 7Up are only available in some countries or regions.
• There is ownership confusion with the 7Up Brand, it is owned by PepsiCo in Canada and Dr.
Pepper Snapple Group in other countries.
Opportunities:
• Teens and young adults are always looking for the "next big thing".
• 7Up has a strong online social media presence.
• PepsiCo has the money and resources to promote 7Up and create new flavours.
Threats:
• Competing brands make similar flavoured soft drinks.
• Healthier flavoured alternatives to soft drinks are on the market and are quickly becoming popular.
Marketing Objectives
1. Reposition 7Up as a brand for teenagers (attract and retain new primary and secondary target markets).
2. Encourage trial purchases of 7Up’s new flavour (honey and ginseng).
3. Redesign 7up packaging and bottle production to become more socially responsible, therefore increasing
our customer relationship marketing (improving on our 100% PET plastic bottles).
4. Market the new flavour as a healthier, unique alternative to other soft drinks.
5. Increase market share by 5% by 2014.
6. Marketing Communications Objectives
The Brand 7Up was once very well known in the soft drink market. Unfortunately throughout the years,
awareness decreased as newer brands took over. They will need to extend the mature stage of the market,
and continue maintaining sales revenue via 7Up Buzz. As a soft drink manufacturer, it seems strange
jumping into the “health drink” category, although through recent studies they have discovered that the
health market is climbing rapidly.
Consequently, as a new product, consumers may be intimidated or afraid to make a trial purchase, and this
may cause a plateau in the profits for the first stage of the campaign. With the distribution of different
medias and a large amount of advertising cost, the message will be perceived and acted upon. Once
consumers become more aware of the product and its benefits compared to other flavoured soft drinks the
company will begin to receive repeat buyers almost immediately, and income will increase due to
rebranding.
In June of 2013, 7up Buzz will be launched and ads will begin on the 1st of June, samples of small sized
bottles of 7Up will be given out in grocery stores. This will ensure that the message will be heard and acted
upon. Outdoor and magazine advertising will continue until January, when the New Years Promotion will
start. By New Years consumers who have not tried the new flavour will be yet again pushed to try it. This
time with more sampling and a coupon, which gives them 50% off the second beverage they purchase. 7Up
already has a large social media/ online presence, which we will use to promote the new healthier flavour
and connect with customers.
Once the consumers see that it is a genuine product and once they have tried it, they will begin to feel an
attachment to it. Customers tend to have relationships with healthier brands as they feel good about buying
them. It is important to build real brand relationships to promote repeat customers especially in the soft
drink market, where there is a lot of brand loyalty (although it is mostly between Pepsi and Coke). With the
use of social media and 50% off coupons we will build more brand loyalty for 7Up.
This product is a win-win situation in a long-term market. If the right awareness is presented frequently
enough and the health market is affected, then 7Up Buzz could be around for a considerable amount of
time. Depending on the attention span of the target audience 7Up Buzz, potentially being a long-term
product, and building brand awareness early, will increase the life cycle of the brand and therefore increase
revenue.
7. Target Market Profile
• Teens and young adults 16 to 25 years of age.
• Students living on campus with access to cafeterias, vending machines, and local grocers.
• Living fast-paced lives where an energy boost is needed due to stress.
• Concerned about health, looking for healthier soda alternatives.
• These individuals takes public transit around “student cities” and spend lots of time online
(especially connected to social media).
• These individuals have grown up drinking pop, and now seek a healthier alternative.
• This target market is aware of the disadvantages of too many energy drinks and seek healthier
options for a boost of energy.
Positioning Strategy
The new flavour of 7Up will attract teenager consumers looking for a healthier alternative to pop.
Teenagers and young adults purchase beverages of their choice, so we need to stand out from other soft
drinks in order to be that choice. Positioning 7Up as the healthier option for the boost of energy is one way
to do so.
7Up does not want to be seen as a sugary, fattening soft drink, and will instead be seen as a healthy
carbonated beverage. Appearing healthy will be easier with the antioxidant flavours already on the market.
These have already helped to establish 7Up as a health conscious brand. Ginseng and honey will stand out
among the other generic soft drink flavours such as grape and orange. It is a different and original flavour
that gives your mind a bit of a boost.
8. Creative Objectives
The new advertisements for 7Up will communicate that the brand now offers a healthier alternative –
honey and ginseng flavour. 7Up Buzz will play up these two key ingredients with print advertisements. The
advertisements will feature the image of the new bottle with the label clearly displayed.
In addition to the new bottle design, PepsiCo will continue to promote the use of the eco-green bottles. The
environmentally friendly bottle works well with the honey and ginseng flavours, driving home the
“healthier alternative” idea.
Creative Strategy
The purpose of promoting the new flavour will be to convince our target audience, teens and young adults,
that 7Up honey and ginseng is a unique and healthier alternative to other soft drinks on the market. The
ginseng also gives you an extra boost, although it is not an energy drink. This will be accomplished by
listing the ingredients and the natural benefits of ginseng on the label. The advertisements will include
lifestyle, positive and factual appeal technique. The mood and tone of the advertising will be upbeat,
natural, humorous, honest, and warm.
Media Budget
$2 Million
Media Objectives
1. We will target teens and young adults ages 16 to 25.
2. We will communicate the message that the new honey and ginseng is a healthier option for health
conscious soft drink lovers, it also gives your mind a boost.
3. A one year campaign to promote the new flavour will start on Jun 1st 2013 to May 30th 2014.
4. These ads will be shown on television, and print ads (magazines and outdoor advertising). The
current 7Up Twitter feed will be updated to promote the new flavours.
5. We will advertise on television stations and magazines that are preferred by our target market.
Samples will be offered in June and January to encourage purchases.
6. We will use the already existing Social Media accounts to build a relationship with consumers as
well as awareness of the new flavour.
9. Media Strategy
Target Market Matching Strategy/Engagement
7Up will be advertised to a teen and young adult demographic, reaching the ages of 16 – 25. One of the
major ways to reach this demographic is online. By keeping the 7Up social media up to date, PepsiCo stays
engaged with this target market.
Social media is not limited to what is posted. The face of each individual social media platform should also
reflect the new honey and ginseng flavour.
For example, Facebook allows for a profile picture and cover photo to be selected for each individual
profile. 7Up should select parts of their print campaign and incorporate them online by switching these two
images to advertise the new Buzz flavour.
Teenagers can also be found in abundance within “student cities”. Part of the campaign will be dedicated to
advertising within these cities, primarily on or around public transit. While students are away at school they
will frequently be taking public transit, as many teenagers do not have their own vehicle.
Advertising in cities with a higher population of students is also a good idea because students are always
looking to stay awake. The ginseng property of the new flavour helps promote the idea of being alert.
Students typically turn to coffee, tea, or even energy drinks to achieve this result, but would now be able to
select 7Up Buzz as an alternative.
Reach, Frequency, Continuity/Timing
Ideally, if 7Up aims to attract teenagers, and is advertising within student cities, they would continue to
advertise throughout the school year.
PepsiCo should also consider adding additional advertising during the months of December and April,
when students are taking exams. Students will be busy studying and will require a boost every now and
then to maintain focus.
This target market will also be feeling stressed due to the higher amount of studying and pressure, and will
be looking for healthier alternatives in order to avoid falling ill. Both the honey and the ginseng
components offer healthier alternatives than many of the soft drinks currently available, and will give 7Up
the upper-hand during exam time.
10. Media Execution
Expenditure by Type of Medium
Medium $ Expenditure % Of Total
Outdoor advertisements 418,300 21%
Magazine advertisements 773,100 38%
Television advertising 291,200 15%
Sales Promotion incentives 517,400 26%
Total: $2,000,000 100%
Expenditure by Month
Month $ Expenditure % Of Total
January 349,242 17%
February 245,276 12%
March 31,175 2%
April 74,775 4%
May 2,100 0.1%
June 534,266 27%
July 2,100 0.1%
August 45,700 2%
September 243,766 12%
October 285,400 14%
November 71,300 3.8%
December 114,900 6%
Total: $2,000,000 100%
Expenditure by Market
Market $ Expenditure % Of Total
National Media 1,064,300 53%
Key Markets
Toronto
Vancouver
Montreal
(457,666)
(297,166)
(180,866)
935,698 47%
Total: 100%
11. Expenditure Summary by Medium
Outdoor advertising – 16 week flights
Toronto Street Level, 25 GRPs, 16 week flight
71,300 x 4 = 285,200
Vancouver Street Level, 25 GRPs, 16 week flight
31,175 x 4 = 124,700
Montreal Street Level, 25 GRPs, 16 week flight
2,100 x 4 = 8,400
Total: $418,300
Magazine advertisements
The Magazine – Standard BRC Insert Card 6’ x 4’ Reg-Supplied; 3 insertions (once per month)
214,100 x 3 = 642,300
Sharp Magazine– Standard 1/2Page 4Colour, 3 insertions (once per month)
43,600 x 3 = 130,800
Total: $773,100
Television advertisements
Run of Schedule; Prime time on CTV National & Global National; 15-second spots, 2 spots per week,
8 weeks (June and January)
(16,000 x 2 x 8) x 0.65 =166,400 83,200
(12,000 x 2 x 8) x 0.65 =124,800 62,400
Total: $291,200
In-Store Trial Sampling and Experiential advertisements
Developing Trial Purchase packaging and bottling
In-store booth (weekends only) One Walmart location in central Toronto, Vancouver and Montreal
during January, June and September
172,466 a month
Total: $517,400
Blocking Chart
Activity Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Outdoor
Toronto
Vancouver
Montreal
Magazines
The Magazine
Sharp Magazine
Television
CTV National
Global National
Sales Promotion
Toronto
Vancouver
Montreal