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Bai5ppt3
This document outlines a marketing plan for a health drink called Bai 5. It identifies the product's strengths as using a unique superfruit ingredient that is high in antioxidants and low in sugar, giving it an advantage in the health drink market. However, the product has low awareness. The plan aims to increase sales by 9% over one year. Research will examine the target audience's (women ages 18-24) beverage preferences. The campaign will focus on how Bai 5 allows the target to indulge and maintain their health while balancing busy lifestyles. Creative content will portray an active lifestyle and emphasize health benefits. The media plan allocates spending across internet, magazines, TV and outdoor placements. Brand activations include partnerships with
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Bai5ppt3
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- 3. swotstrengths weaknesses opportunities threats • Only drinkthat uses the newly discovered health benefiting coffee superfruit • High in antioxidants and low in sugar • Five calories per serving gives products competitive advantage in health drink market • Product has very low level of awareness • More expensive product which decreases potential market share • People could be skeptical of the unique coffee super- fruit ingredient • Society is continuing to become more health con- scious • There is potential to reach more than target market of 18-24 year old females • Distribution is scattered • Competitors have a higher brand awareness
- 5. objectives $12 million Marketing: Toincrease sales by 9% communication: 70% comprehension, 50% conviction time frame: one year
- 6. research 1. Determine women’sawareness and perception of the Bai 5 brand 2. Determine what women want and need from a health bever- ageand further understand their purchasing behavior 3. Determine the most effective media channels andvehicles to target our audience primary secondary Simmons OneView brand value proposition • functional benefits • emotional benefits • self expresive
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- 8. campaign strategy • Not manypeople within our target know about Bai 5 & its benefits • There are several competitors that are highly established brands already and Bai 5 needs to differentiate itself from them challenege • We are not trying to alter the lifestyle of our target but instead, are trying to integrate Bai 5 into their current lifestyle • Women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about • Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health key insight our solution We will focus on providing“bai-lievers”with a guilt-free duality of indulgence and health benefits to support the balance they attempt to preserve as they take on their daily adventures with confidence, energy and resilience.
- 9. creative strategy STRATEGY • Draw moreattention to the brand • Incorporate the beliefs and needs of our target audience with a wel- coming, aesthetically pleasing design • Center creative around the active and hardworking lifestyle art direction • Mirror the behavior of our target audience portraying active, hard- working, healthy behavior • Emphasize health benefits of our product • Draw attention to the packaging and product itself • Clean & simple design, transparent white curve to house copy Copywriting • Tagline: Indulge your health • Emphasize the big idea that Bai 5 is both and indulging treat and a healthy choice • Call to action prompting target audience to visit Bai 5’s website • Secondary copy highlighting Bai 5’s compatibility with our target’s lifestyle
- 15. media plan target audience: • Primary: Women 18-24 • Secondary: Men 18-24 graphic scope: • Nationally • Highly populated regions NEW YORK BOSTONLAMIAMI effective reach: 70% effective frequency: 4
- 16. media stategies Pulsing Heavy inthe Spring & Summer tv 13.5% transit/billboard 22.5% internet 45% magazine 9% production costs 10% $12 million }
- 17. Internet -Hulu -CollegeHumor -CNN -The Onion Magazine -Allure -Fitness magazine -Cosmopolitan Television -E! -TLC -HGTV -ABCFamily Out of Home -Billboards Media Choices media choices
- 18. brand activation 1. bai 5and the fab 5 • 2016 Rio Olympic Games • Healthy, energizing drink option for athletes
- 19. 2. BAI 5& LULU FOR A HEALTHY LIFE • Partnership with Lululemon Athletica, a self described yoga-inspired ath- letic apparel company that appeals to our healthy and active target audi- ence • We will produce coupons for a free bottle of Bai 5 with a purchase of $75 Lululemon apparel • We will implement vending machines of just Bai 5 flavors in all of the Lulu- lemon flagship stores • Use instargam to prompt our target audience to instagram pictures of themselves wearing Lululemon while holding or drinking their favorite Bai 5 flavor
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