Carbon is a proposed soda bar concept that allows customers to create their own customized sodas. Customers will select from various natural syrup flavors to pour into a cup, then add carbonated water to taste. The soda bar will have a lounge atmosphere encouraging socialization. Payment will be via scan cards and purchases will be tracked digitally. The founders conducted market research finding millennials enjoy customization and health-conscious options. They propose pricing cups at $4 with unlimited refills, and appetizer prices from $5-15. Marketing plans include flyers, banners, and emphasizing the social experience and customization on social media.
The document provides details about a social media marketing campaign for Bayfield Coffee Company. The objectives are to upgrade their social media presence to increase sales and position them for future success. Bayfield Coffee is a specialty coffee brand originally from Wisconsin that is looking to expand its market. The campaign will target younger gourmet coffee drinkers and utilize platforms like Twitter, Como mobile app, and Tumblr to showcase the company's passion for coffee and education. The goals are to enhance Bayfield Coffee's brand and online presence in a cost-effective manner.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
This document outlines a media plan for The BoatYard Grill, a waterfront restaurant in Ithaca, NY. The plan has two main objectives: 1) increase visitation between November and April by 3% and 2) increase the number of college students dining at the restaurant by 4%.
To achieve these objectives, the plan targets two key audiences - college students aged 18-24 and adults aged 30-50. It proposes advertising strategies using various media channels, including radio, newspaper, television and online. Specific stations, publications and networks are identified that appeal to each target audience. The plan also considers timing of advertisements and geographic focus. A budget is allocated across different media to promote The BoatYard Grill throughout the
Razzmatazz Media is pitching a media plan for IZZE, a sparkling beverage brand. IZZE aims to increase brand awareness and distribution. The plan targets urban women ages 18-34 through an integrated campaign using television, radio, magazines, digital and outdoor media. The campaign aims to achieve 420-460 GRPs over a year to boost brand recognition and create loyal customers.
Food and Beverage Trends: The Fancy Food Show, 2017Hamutal Schieber
In June 2017 we visited New York’s “Fancy Food Show” in order to review the most interesting innovations in F&B first-hand, and help our clients find partners and discover opportunities.
This presentation features the trends we believe to be shaping the food & beverage industry, along with examples from the exhibition’s products and lectures, which in our opinion best express those trends.
The document provides details about a social media marketing campaign for Bayfield Coffee Company. The objectives are to upgrade their social media presence to increase sales and position them for future success. Bayfield Coffee is a specialty coffee brand originally from Wisconsin that is looking to expand its market. The campaign will target younger gourmet coffee drinkers and utilize platforms like Twitter, Como mobile app, and Tumblr to showcase the company's passion for coffee and education. The goals are to enhance Bayfield Coffee's brand and online presence in a cost-effective manner.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
This document outlines a media plan for The BoatYard Grill, a waterfront restaurant in Ithaca, NY. The plan has two main objectives: 1) increase visitation between November and April by 3% and 2) increase the number of college students dining at the restaurant by 4%.
To achieve these objectives, the plan targets two key audiences - college students aged 18-24 and adults aged 30-50. It proposes advertising strategies using various media channels, including radio, newspaper, television and online. Specific stations, publications and networks are identified that appeal to each target audience. The plan also considers timing of advertisements and geographic focus. A budget is allocated across different media to promote The BoatYard Grill throughout the
Razzmatazz Media is pitching a media plan for IZZE, a sparkling beverage brand. IZZE aims to increase brand awareness and distribution. The plan targets urban women ages 18-34 through an integrated campaign using television, radio, magazines, digital and outdoor media. The campaign aims to achieve 420-460 GRPs over a year to boost brand recognition and create loyal customers.
Food and Beverage Trends: The Fancy Food Show, 2017Hamutal Schieber
In June 2017 we visited New York’s “Fancy Food Show” in order to review the most interesting innovations in F&B first-hand, and help our clients find partners and discover opportunities.
This presentation features the trends we believe to be shaping the food & beverage industry, along with examples from the exhibition’s products and lectures, which in our opinion best express those trends.
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.
Snapple was founded in 1972 in New York City by three friends selling bottles door-to-door. As distribution improved, Snapple gained popularity across America in the 1990s due to celebrity endorsements. However, frequent management changes in the 2000s caused Snapple to lose its identity. Today, Snapple faces competition from many new ready-to-drink tea brands in the crowded beverage market. Research found that while consumers enjoy Snapple's taste, its perception is limited by inconsistent distribution and an identity weakened since the 1990s. To grow, Snapple must redefine its competitive category and strengthen its brand identity nationwide.
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
This document provides an overview and analysis of the IZZE beverage brand owned by PepsiCo. The executive summary outlines key details about IZZE, including that it is a carbonated juice drink produced in Colorado with 70% fruit juice. The target audience is identified as women ages 18-34. Sections analyze IZZE's brand, competitors, target audience, and situational factors. The brand analysis covers IZZE's product positioning as a healthier soda alternative and growth opportunities. Competitive analyses of San Pelligrino and Sparkling ICE are also provided. Research on the target audience identifies key demographics and media habits to inform campaign strategies.
This document discusses 6 global food and drink trends for 2017 according to market research firm Mintel. The trends are: 1) In Tradition We Trust, with consumers seeking comfort in modernized updates of traditional flavors, formulations and formats; 2) Power to the Plants, with a preference for natural, simple, and flexible diets driving expansion of vegetarian, vegan and other plant-focused options; 3) Waste Not, addressing issues of food waste through packaging and portion sizes; 4) Time is of the Essence, focusing on convenience through prepared meals and easy customization; 5) The Night Shift, highlighting growth in food and drink options for nighttime consumption; and 6) Balancing the Scales: Health for
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
Comprised of 21 countries, Latin America is a land of enormously diverse peoples, climates and geographies. Yet across the region we find two commonalities — what people eat and their high trust in the food and beverage industry.
Explore the Food and Beverage trends in Latin America.
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
Compression for Everyday Lifestsyle - Consuelo Bañon and Sybille Bald, INVISTALYCRAbrand
Building on the ‘look good, feel good’ concept and based on research from over 4,390 consumers in North & South America and Europe, INVISTA launched its new lifestyle compression offering - LYCRA® ENERGIZE™ powered by FUSION™ technology - designed to offer the consumer the extra benefits of all-day vitalising and energising support to empower them in their busy schedules.
Food trends don't start on Instagram, that is where they go to die. They start in the dimly lit corner of your Google search history as you try to stay ahead of the healthy & hip curve. "How to make kimchi" "Health benefits of turmeric" "Bacon ice-cream recipe" "Is coconut water a scam". #RIPkale
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
The document outlines an integrated marketing campaign for Caribou Iced Coffee that will utilize "because-isms" - short phrases that give reasons to drink the product. The campaign will target multi-cultural men aged 18-30 in major cities through out of home advertising on public transportation, gyms, bars/clubs bathrooms. Sampling initiatives will occur at street festivals, outdoor retailers and college campuses. The online portion includes banner ads on sports and humor websites. Commercials and opportunities for user generated content are also discussed.
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
The document discusses innocent cereals, a line of breakfast cereals produced by innocent ltd. It provides an overview of innocent cereals' positioning in the market, their target demographic of young health-conscious professionals, and their focus on natural, organic and ethical products. It also discusses innocent ltd's portfolio analysis and strategies to develop new products that further their mission.
The document outlines research conducted to understand Snapple's target audience of Everyday Optimists and how drinking a Snapple provides a similar moment of delight as other small pleasures in life, such as finding a matching sock or catching a piece of candy in your mouth. The research found that Snapple's product attributes like the glass bottle, variety of flavors, and satisfying "pop" of the cap create a uniquely satisfying consumption experience compared to competitors. By leveraging these strengths and positioning Snapple as a source of daily "little moments," the campaign can increase brand relevance and drive growth.
MBA 654 - Course on open Innovation, IIT KanpurArpit Jain
Presentation for the course on open innovation (christened as MBA654) at IIT Kanpur. We presented a case study on innocent drinks from its early days to eventual buyout. One of my best presentations so far. :)
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
This document provides details about opening a coffee shop business called JKV Bun Cafe. It includes sections on the business name and logo featuring bunnies, menu items and pricing for coffee and drinks, acknowledgements thanking suppliers, and strategies for branding and marketing the cafe to different types of coffee drinkers. The conclusion discusses how animal cafes are popular in some countries and the business will allow customers to spend time with bunnies while enjoying coffee, milkshakes and other drinks.
Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
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.
Snapple was founded in 1972 in New York City by three friends selling bottles door-to-door. As distribution improved, Snapple gained popularity across America in the 1990s due to celebrity endorsements. However, frequent management changes in the 2000s caused Snapple to lose its identity. Today, Snapple faces competition from many new ready-to-drink tea brands in the crowded beverage market. Research found that while consumers enjoy Snapple's taste, its perception is limited by inconsistent distribution and an identity weakened since the 1990s. To grow, Snapple must redefine its competitive category and strengthen its brand identity nationwide.
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
This document provides an overview and analysis of the IZZE beverage brand owned by PepsiCo. The executive summary outlines key details about IZZE, including that it is a carbonated juice drink produced in Colorado with 70% fruit juice. The target audience is identified as women ages 18-34. Sections analyze IZZE's brand, competitors, target audience, and situational factors. The brand analysis covers IZZE's product positioning as a healthier soda alternative and growth opportunities. Competitive analyses of San Pelligrino and Sparkling ICE are also provided. Research on the target audience identifies key demographics and media habits to inform campaign strategies.
This document discusses 6 global food and drink trends for 2017 according to market research firm Mintel. The trends are: 1) In Tradition We Trust, with consumers seeking comfort in modernized updates of traditional flavors, formulations and formats; 2) Power to the Plants, with a preference for natural, simple, and flexible diets driving expansion of vegetarian, vegan and other plant-focused options; 3) Waste Not, addressing issues of food waste through packaging and portion sizes; 4) Time is of the Essence, focusing on convenience through prepared meals and easy customization; 5) The Night Shift, highlighting growth in food and drink options for nighttime consumption; and 6) Balancing the Scales: Health for
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
Comprised of 21 countries, Latin America is a land of enormously diverse peoples, climates and geographies. Yet across the region we find two commonalities — what people eat and their high trust in the food and beverage industry.
Explore the Food and Beverage trends in Latin America.
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
Compression for Everyday Lifestsyle - Consuelo Bañon and Sybille Bald, INVISTALYCRAbrand
Building on the ‘look good, feel good’ concept and based on research from over 4,390 consumers in North & South America and Europe, INVISTA launched its new lifestyle compression offering - LYCRA® ENERGIZE™ powered by FUSION™ technology - designed to offer the consumer the extra benefits of all-day vitalising and energising support to empower them in their busy schedules.
Food trends don't start on Instagram, that is where they go to die. They start in the dimly lit corner of your Google search history as you try to stay ahead of the healthy & hip curve. "How to make kimchi" "Health benefits of turmeric" "Bacon ice-cream recipe" "Is coconut water a scam". #RIPkale
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
The document outlines an integrated marketing campaign for Caribou Iced Coffee that will utilize "because-isms" - short phrases that give reasons to drink the product. The campaign will target multi-cultural men aged 18-30 in major cities through out of home advertising on public transportation, gyms, bars/clubs bathrooms. Sampling initiatives will occur at street festivals, outdoor retailers and college campuses. The online portion includes banner ads on sports and humor websites. Commercials and opportunities for user generated content are also discussed.
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
The document discusses innocent cereals, a line of breakfast cereals produced by innocent ltd. It provides an overview of innocent cereals' positioning in the market, their target demographic of young health-conscious professionals, and their focus on natural, organic and ethical products. It also discusses innocent ltd's portfolio analysis and strategies to develop new products that further their mission.
The document outlines research conducted to understand Snapple's target audience of Everyday Optimists and how drinking a Snapple provides a similar moment of delight as other small pleasures in life, such as finding a matching sock or catching a piece of candy in your mouth. The research found that Snapple's product attributes like the glass bottle, variety of flavors, and satisfying "pop" of the cap create a uniquely satisfying consumption experience compared to competitors. By leveraging these strengths and positioning Snapple as a source of daily "little moments," the campaign can increase brand relevance and drive growth.
MBA 654 - Course on open Innovation, IIT KanpurArpit Jain
Presentation for the course on open innovation (christened as MBA654) at IIT Kanpur. We presented a case study on innocent drinks from its early days to eventual buyout. One of my best presentations so far. :)
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
This document provides details about opening a coffee shop business called JKV Bun Cafe. It includes sections on the business name and logo featuring bunnies, menu items and pricing for coffee and drinks, acknowledgements thanking suppliers, and strategies for branding and marketing the cafe to different types of coffee drinkers. The conclusion discusses how animal cafes are popular in some countries and the business will allow customers to spend time with bunnies while enjoying coffee, milkshakes and other drinks.
Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Big Cola Communication Plan Pitch DocumentDaniel Emeka
Driving Growth and Engagement for Big Cola
Key Objectives:
Increase brand affinity through product differentiation: The creative approach and storytelling associated with each product segment will differentiate Big Cola and create a strong emotional connection with consumers.
Increase everyday consumption of Big Cola: By showcasing Big Cola as the ideal companions for various aspects of consumers' lives, we aim to increase their daily consumption and make Big Cola a part of their everyday routines.
Establish the brand's proposition in the minds of consumers: The consistent advertising of the big idea will reinforce the brand's positioning and create a memorable and distinctive identity in the minds of consumers
The document provides an executive summary and marketing plan for Snapple to revitalize its brand image and appeal to younger consumers. The key points are:
1. Snapple's brand is considered "dated" by younger target audiences and needs to be modernized.
2. The plan is to host "Snapple Revival" music festivals in four cities featuring popular and "revival" artists to engage millennials and generate 4.3 million in TV, social media, radio, and merchandise spending.
3. Surveys found millennials value live experiences and the festivals aim to make Snapple part of shared experiences and increase sales nationwide.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
Coffee and Ready-to-Drink Coffee in the U.S.: Retail & Food Service, 8th Edit...MarketResearch.com
Make no mistake, coffee is big business: Packaged Facts forecasts that retail and foodservice sales of coffee will top $48 billion in 2014. Of this amount, we expect $11.2 billion (or 23%) to come from retail sales and $37 billion (or 77%) to come from sales at foodservice establishments.
Snapple is launching a campaign to expand its popularity throughout the US by having Snapple travel to different cities and encourage people to share local facts about their hometown. The campaign will use TV, digital, radio and out of home advertising featuring Zooey Deschanel to promote user generated content and sweepstakes. The goal is to build connections with consumers outside of Snapple's core New York market while maintaining its quirky brand personality.
Developed a campaign for Starbucks, with a new strategy in mind. Emphasizing that Starbucks only offers high-quality coffee, and ingredients. "Only the Best".
This document provides an overview of Dorset Tea's marketing plan and research. It includes sections on secondary research on Dorset Tea, their competitors, target audience insights from questionnaires, and a proposed marketing strategy. Key findings from the primary research show the target audience of 16-24 year olds are anxious about their future plans and careers. They feel pressure to succeed due to economic uncertainty. The document aims to develop a marketing strategy that addresses these concerns and builds an emotional connection with the target audience.
Fresh City operates in 4 states on the East Coast. Their mission is to diversify their menu while serving fresh, natural ingredients. They aim to support local schools and non-profits. Their target demographic is ages 18-44, who make up 40% of their customers. Fresh City uses social media like Facebook, Twitter, and Foursquare to promote their business and engage customers.
POLO, a popular mint candy brand in Indonesia known for its hole and mint flavor, will be launching a new package size with added mint taste after being idle for 3 years. The communication strategy aims to create awareness of the new POLO and increase sales through roadshow activations. The strategy involves push programs like retail branding and self-displays to increase visibility, as well as pull programs like product sampling and challenges at events to encourage trial and purchases. A key part of the strategy utilizes digital sharing on Instagram to amplify the brand's message and experiences.
Impact of Soft Drinks Advertisement on Consumers’ buying BehaviorAI Publications
The principle of the study was to review on the impact of soft drinks advertisement on consumers buying behavior, a case study of SBC Tanzania Limited. Specifically, the researcher intended to `evaluate the effects of digital advertisements on consumers' buying behavior of Pepsi product, to assess the effects of print advertisements on consumers' buying behavior of Pepsi product and to assess the effects of outdoor advertisements on consumers' buying behavior of Pepsi product. This study used both descriptive and inferential statistics research approach because it can cover more than one method of data collection including questionnaires to get information from the customers of SBC Tanzania Limited .The researcher collected data from a total number of 159 respondent’s Primary data were collected using questionnaires method of data collection. Data were analyzed using SPSS. The researcher revealed that the organization applies digital advertisements in attracting consumers of Pepsi product. The most used kind of digital advertisements applied by the organization in attracting consumers of Pepsi product includes display advertising. The study also revealed that digital marketing contributes in a large extent on influencing the buying behavior of the customers. The study recommended that; cross-promotion is crucial and can help to extend the personalized, targeted experience that the advertising has already provided. Display adverts should be supported with a structured follow-up such as email and backed up within other channels, not only does this offer consistency to the customer and a nudge down the sales funnel, it can offer retailers with extremely useful insights. If SBC Tanzania Limited already have a control of the Pepsi product data, SBC Tanzania Limited can use this content outside of digital advertising.
The document provides a marketing plan for Fourth Wheel Coffee, a small coffee company. The plan includes a market analysis showing growth in the US coffee market, consumer analysis of specialty coffee drinkers, and an overview of Fourth Wheel Coffee's products and sustainable growing practices. The proposed campaign is called "The Bitter Truth vs. The Better Truth" and aims to differentiate Fourth Wheel Coffee by exposing "bitter truths" of competitors while promoting Fourth Wheel Coffee as offering a superior fresh alternative through educational creative strategies across various channels. The plan details target audiences, branding, goals, and an integrated campaign approach across different mediums to raise awareness and sales for Fourth Wheel Coffee.
A study on consumer behaviour towards lay'sSoumya Anchi
The document summarizes a study on consumer behavior towards Lay's potato chips in Dharwad, India. The study collected data through surveys of 100 respondents. Key findings include:
1. The majority of respondents, 75%, preferred Lay's chips over other brands like Haldiram's and Bingo.
2. The most preferred Lay's flavors were Spanish Tomato (32%), Hot and Sweet (23%), and Classic Salted (19%).
3. Most respondents, 76%, felt Lay's had enough flavor varieties and consumed the chips often or very often.
4. Taste was the main compelling factor for 86% of respondents when purchasing Lay's, rather than brand, price or other
This document outlines an integrated marketing communications campaign for Cheerwine soft drink aimed at increasing brand awareness and sales in the Northeast region of the United States. The campaign will target middle-class 18-34 year olds and position Cheerwine as a tradition cherry soda brand that is "bold enough for the North." Jimmy Fallon will be the celebrity spokesperson. Objectives include increasing social media followers, brand awareness among Generation Y to 100%, and sales by 65% in the Northeast. Television commercials featuring Fallon out of his element in the South but enjoying Cheerwine in New York will air during primetime. Social media with the hashtag #boldenough will also be utilized.
Running head FIZZY BOTTLES - MARKETING PLAN .docxjeanettehully
Running head: FIZZY BOTTLES - MARKETING PLAN 1
FIZZY BOTTLES - MARKETING PLAN
2
Marketing Plan and Sales Strategy
Gregory Finney
Strayer University
BUS 599
Dr. Andrea Banto and Dr. Cynthia Parmenter
October 31, 2019
Marketing Plan and Sales Strategy
Target Market
Fizzy Bottles sells non-alcoholic carbonated drinks. The market for non-alcoholic beverages is relatively large. Almost all people fit into the targeted market for the products of this business. The following is a detailed description of the characteristics of the target market to which Fizzy Bottles will be selling its products.
Demographic Description
The target consumer of Fizzy Bottles is a male or female between the ages of 16 and 35. The typical person who would purchase these drinks belongs to the middle class and earning between $25,000 and $50,000. The racial/ethnic composition of the target market includes white, black, Hispanic, and Asian consumers. The product targets people with an education range of a high school diploma to a college degree.
Geographical Description
The sale of Fizzy Bottles will initially be limited to the United States. The company will first begin selling within Dallas and its environs. The company will target the Dallas metropolitan area and a100 square mile radius around the city. This being an urban region, it is likely to include the targeted demographics. The intention is to grow the business later to target Asia-Pacific, Europe, Middle East, Africa, and Latin America. However, the capacity of the company is still limited. Therefore, in its initial stages, the company will sell its products in the local markets.
Lifestyle
This business targets young and youthful people who are concerned about health and fitness. One of the major concerns with many carbonated drinks is the health aspect. Many carbonated beverages in the market contain some components viewed as unhealthy such as caffeine and too much sugar. Fizzy drinks target young people who care about the elements of the beverages they purchase. Such people tend to consider the nutritional components of the edible products that they buy. The company will make its drinks with healthy ingredients that will be acceptable to this market.
Psychographic
Psychographic segmentation differentiates the target markets based on their shared beliefs, values, behaviors, and personality traits (Goyat, 2011; Larsen, 2010). Fizzy Bottles seeks to capture the psychographic market of people who love trends. The leading age group targeted, is young and fun. People who follow the trends. In this age of social media, as long as trendsetters present Fizzy Bottles as a trendy drink, then the target market will likely want to join the trend. Thus, the business seeks to show the target market that it is fun and refreshing to drink a Fizzy Bottles flavor.
Purchasing Patterns
The young and fun people tend to buy things that they cons ...
Cheerwine will promote through social media platforms like Facebook, Twitter, and Instagram in order to reach a broader, younger market. Their social media presence will allow them to directly communicate with consumers and build relationships. Cheerwine will also conduct social media campaigns like scavenger hunts and photo contests to generate interest and awareness of the brand. In addition, Cheerwine will use direct mail marketing by sending promotional postcards with coupons for a free bottle of Cheerwine to households in Northeastern states to introduce consumers to the brand and drive them to purchase locations.
Metabical is a new FDA-approved 12-week program for weight loss that includes an appetite suppressant, fat blocker, and calorie absorption blocker. It is targeting women ages 35-55 who are post-pregnancy and in the peak of their professional careers with stable incomes and BMIs between 25-30. The marketing campaign will position Metabical as a partner for weight loss at $420 for 12 weeks, cheaper than other expensive options, with a quality herbal formula.
The document provides an outline for a two-day leadership program for students. Day 1 includes icebreakers, an introduction to the program, a history of service learning, and discussions on communication and leadership. Activities include a human knot exercise and watching a TED talk. Day 2 focuses on the local community, creativity, and diversity. Students learn about local organizations, participate in a name tag activity, watch a video on creativity, and do exercises exploring stereotypes and learning disabilities. The overall goal is to develop the students' leadership skills through service learning and group activities.
Volunteer Lehigh Valley engaged over 21,961 volunteers in the Greater Lehigh Valley area through various programs in 2015. Their mission is to engage the community to care for one another through volunteerism. They served over 400 agencies and educated 152 volunteers and agencies. Their financial highlights show program service revenue of $94,535, contributions and grants of $80,272, and other support and revenue of $90,093 for total support and revenue of $264,900 against total expenses of $269,927, resulting in a change in net assets of ($5,027).
Orange Creative is a marketing agency that helps brands stand out through unique strategies. They have a team of creative and marketing professionals led by Mallory O'Conor as Creative Director. The document provides information on their services, team members, and sample designs demonstrating their focus on originality and quality design.
The Baltimore Child Abuse Center provides services to victims of child abuse and trauma, with the goals of comprehensive treatment and preventing future trauma. It conducts a SWOT analysis identifying strengths like the number of children served each year, but also weaknesses such as having an unclear brand. Research found the target market includes children, families and professionals in the community. A rebranding strategy is proposed called "Project CAPE" standing for Care, Advocacy, Passion and Education. The strategy includes a new logo, colors, stationery, social media presence and awareness campaigns to better promote the organization's work.
Orange Creative is a marketing agency that helps brands stand out through unique strategies. They have a team of creative and marketing professionals led by Mallory O'Conor as Creative Director. The document provides information on their services, team members, and sample designs demonstrating their focus on originality and quality design.
Carbon is a proposed soda bar concept that allows customers to create their own customized sodas. Customers will select from an assortment of natural syrup flavors lined up on the walls. They can then add varying levels of carbonation to create their drink. The soda bar aims to recreate the fun experience of customizing sodas from childhood. It will have a lounge-style atmosphere for socializing. Marketing will focus on millennials and include promotional materials, social media engagement, and an interactive iPad menu interface in the store. The financial projections estimate the business will break even within 2.44 years.
The Baltimore Child Abuse Center provides services to victims of child abuse and trauma. Their mission is to prevent future trauma through comprehensive treatment. They conducted a SWOT analysis and see opportunities in developing a cohesive brand and using social media. Their target market is children, families, and professionals in the community. They developed a new name - Project CAPE - to rebrand the organization, with the brand promise of "Equipped to Conquer Childhood Trauma." Their rebranding and marketing plan includes developing a new logo, colors, stationery, social media presence, and website to raise brand awareness through campaigns and building signage.
1. A Concept By:
Ankur Naik, Joche Angbazo, John Coates,
Natalie Costa, and Sam Griffith
2. 2 | Carbon: The Soda Bar
Introduction
Description of Concept
Mission Statement
Consumer and Market Analysis
Pro Forma Financials
Marketing Plan
Pricing and Position Strategy
Menu
Interactive Interface
Marketing Materials
Social Media Strategy
Additional Content
Store Design
Interior
Exterior
Conclusion
Bibliography
Contents
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3. 3 | Carbon: The Soda Bar
Introduction
Remember the times as a kid when you tried to make your own soda, walking up to the giant soda
machine and moving through the line, adding every flavor to your cup before sitting down for your
meal? What if we told you that we could bring that childhood creativity back into your life? Carbon
is a soda bar meant for the millennials. With an assortment of syrups lining the wall, customers are
encouraged to create their own blend while enjoying the social aspects of a bar.
Our team consists of five students at the University of Maryland, College Park. Leading our team is
Ankur Naik, who is a senior Marketing major. He can be contacted at ankur.u.naik@gmail.com, or
301-518-0982. The rest of our team is made up of:
• Samantha Griffith, a junior Marketing and Supply Chain Management double major
(samagriffith@gmail.com)
• John Coates, a junior Marketing and Operations Management & Business Analytics double
major (coates95@gmail.com)
• Joche Angbazo, a junior Marketing major (angbazoj@terpmail.umd.edu)
• Natalie Costa, a junior Marketing major (gcandsc@gmail.com)
Together, we feel that the “make your own” idea of Carbon will reconnect everyone’s love of soda
with the “I did it myself” mentality all millennials love.
4. 4 | Carbon: The Soda Bar
Description of Concept
Carbon will encourage consumers to take soda making into their own hands. When you enter
Carbon, the walls will be lined with soda syrup dispensers, with a button meting out a full shot, half
shot, or quarter shot. Customers can combine soda flavors from a wide variety of soda syrups —
from simple classics such as cherry, cola and lime to more exotic flavors such as saffron, lavender
and chutney. These soda syrups are made naturally, using only authentic ingredients, essential
oils, natural flavorings and cane sugar. Once the customer has poured two shots worth of syrup
into their cup, they can then go to the “carbonation station” where they will add the carbonated
water and bring their soda to life. This will consist of various levels of carbonation, from heavy
carbonation to light carbonation. There are also tables where consumers can sit and mingle, with
an open and spacious environment encouraging conversation amongst guests. Shareable bar
items will be served as well.
All payment will be done through “scan-cards” that consumers will be given once they enter the
store. They will use this card to touch pads on the tables (for food orders) or a cup dispenser (for
soda mixes) to receive their items. These purchases are recorded on the card and before leaving,
the customer must return their card and pay the balance.
Customers will pay once to receive a cup in which they can pour unlimited soda during their
current stay. The cup will be priced at a flat $4 rate which is priced to be competitive to the
costs of premium drinks at similar locations. Due to the fresh and natural ingredients used, we
believe consumers will be willing to pay this amount for the sodas. Due to the relatively low cost
of producing a simple soda syrup mix, this will give us significant profit potential. If consumers
wish to receive a new cup, they can put their used cup into a slot to receive a fresh new cup at no
additional charge.
Consumers will choose Carbon not only because of the fun and childlike concept, but because
of the experience that the lounge provides. It is no doubt that the millennial generation is one that
enjoys expanding their social network, as they grew up with the rise of Facebook, Twitter, and
Instagram. Carbon allows consumers to kickback, relax, and tap into their inner childlike sense
of carefree exploration and experimentation, as well as share in this experience while building a
community. This is a combination that our competitors simply cannot match.
5. 5 | Carbon: The Soda Bar
Our concept for the soda bar is timeless because soda has and will continue to be a large part of
consumers’ daily diet. Our new spin on the age old product will allow consumers to continue to
enjoy soda in a fresh and innovative way. Coupled with the bar experience, Carbon is a mixture of
new tastes and new experiences which will keep millennials coming back for more.
Mission Statement
Our mission at carbon is to create a social atmosphere where adults can kick back, relax and
enjoy the great taste and healthy spin on customized soda.
6. 6 | Carbon: The Soda Bar
Consumer and Market Analysis
Primary Research
We conducted a survey through the website survey monkey. Over 10 days we received 92 total
responses. We received 64 responses from women and 28 from men. While the response varied
from 18-years-old to 74-years-old, most of the responses were from people between 18 to
24-years-old, which is the age group of our target audience.
From our survey we were able to see that people do still drink soda, with about 50 percent of
the participants stating that they drink a carbonated beverage either a couple times a week or a
couple times a month. When asked what the most important characteristic of soda is, the majority
of our sample said that they value the quality of ingredients that go into creating the drink. At
Carbon, we are creating soda that is naturally made, which goes hand in hand with the quality that
our target market is interested in purchasing. This information shows that we have an actual market
that will want our beverages.
Additionally, the survey shows that the best form of advertisement to reach our target market is
through family and friends, social media, and television. This information helped us to create a
social media and marketing plan that will adequately reach our target market. Lastly, the survey
gave us a better idea of what type of food to serve at the restaurant. Pizza was mentioned 21
times, hamburgers 20 times, chips 8 times, and sandwiches 3 times. We will use this information
to construct a menu of items that will properly compliment our carbonated beverages.
Amount of People that Drink Carbonated Beverages
7. 7 | Carbon: The Soda Bar
Foods that Complement Carbonated Beverages
The Most Effective Modes of Advertising (ranking)
8. 8 | Carbon: The Soda Bar
Secondary Research
When studying the market and target consumer for a soda bar, there isn’t really a comprehensive
database available because, not many people have created a soda bar. Therefore, in our analysis,
we used the coffee and snack shop industry to understand how our idea would compare in the
marketplace because, both coffee and snack shops also serve primarily caffeinated beverages with
food as an addition. Coffee and snack shops typically have an eat-in lounge style environment and
typically only serve small portions of foods alongside their beverage options.
The target consumer for Carbon is a millennial, aged 21-35, with a high disposable income.
According to Mintel, young adults aged 18 - 30 are delaying marriage and having children, which
is allowing them to spend more on eating out. “Consumers are spending more on luxuries such
as eating out, but still desire convenient and affordable food options.” Additionally, per capita
coffee consumption is expected to grow by .4% from 2014 to 2019. This, though not directly related
to soda, reflects an expected increase in caffeine consumption by consumers. In 2013, 76.8% of
spending in coffee and snack shops came from the top 60% of incomes, and 61.3% came from the
top 40%. This highlights the need to target high income demographics and be located near those
consumer bases as they are the high spenders in the market. Overall, white-collar workers in high-
income, urban locations will be the primary drivers of growth and the primary focus for Carbon.
When it comes to Millennials, the most important aspect of a product is the price. Millennials
tend to lean towards something that costs less than something that is better quality, due to the
higher debt and lower incomes the generation as a whole faces. Recent trends also suggest that
Millennials are more health obsessed than other generations. They look to eat healthier foods and
drink healthier drinks, while also exercising regularly. Mintel expects that the Healthy Eating Index, a
measure of how healthy consumers are eating,will increase by 2.6% from 2014 to 2019.
When it comes to deciding what brand to buy, millennials look for brands with a strong social
media presence. According to Forbes, millennials look at blog reviews before deciding to make a
purchasing decision, as well as value brands that interact with them through social media. Instead
of just having a minimal social media presence, millennials want brands to actively interact with
their consumers. Forbes also states that millennials want to be a part of the creation process of the
products they purchase and consume.
As stated previously, the market research for a soda bar does not exist, but we were able to use
the coffee and snack shop industry as an analog due to the similar business models. The coffee
and snack shop industry has had annual growth of 4.3% from 2010 to 2015 and has projected
9. 9 | Carbon: The Soda Bar
growth of 2.7% from 2015 to 2020. The “demand for coffee and snack shops has increased at
a faster rate than most segments of the food service sector as consumers seek convenience at
an affordable price” compared to sit-down restaurants and other kinds of establishments. One of
the fastest growing segments within the coffee and snack shop industry has been so called “3rd
wave coffee shops.” These shops offer high quality espresso and other coffee based beverages
at higher prices. These beverages are branded as artisanal products and are lauded over for their
high quality of flavor and ingredients. They typically have higher priced menu options concerning
other beverages and food. This relates to Carbon because it shows that there is a market available
for high-quality, craft beverages. Carbon’s main market will be focused around this idea — an
artisanal, high-quality product that uses healthy ingredients and tastes great, all for just a bit extra
in price.
Concerning in-store operations, the coffee industry has seen that the implementation of technology
greatly increases the user experience. Consumers can use apps to pre-order, they can use tablets
in-store to speed up the buying process, and they can use a holistic app to track spending and
gain rewards. This integration of technology into the buying process allows the coffee shops to
provide a more encompassing purchasing experience, meaning the consumer has purchasing
options at every touch point in their daily lives (typically a combination of good location, take-home
products, and on-the-go mobile compatibility). Carbon will have a high technological component in
the buying process with our easy to use touch cards and iPads.
Common success factors for coffee and snack shops are a clear market position, effective
cost controls, high profile locations, healthy food options, and a good supply of employees.
Competition is typically based on location, food quality and consistency, style and presentation,
food range, variety, and service. Though there are typically little barriers to entry, rent is high than
usual and there are significant barriers to success (staying open for longer than 2-3 years).
10. 10 | Carbon: The Soda Bar
Pro Forma Financials
Cash Flow Year 1 Year 2 Year 3
Revenue $1,001,368 $1,144,420 $1,287,473
Cost of Goods Sold $330,451 $377,659 $424,866
Gross Profit $670,916 $766,762 $862,607
Operating Expenses:
Office Supplies $5,000 $6,000 $7,000
Labor $315,000 $315,000 $315,000
Lease $71,496 $71,496 $71,496
Utilities $15,000 $15,000 $15,000
Advertising $50,000 $50,000 $50,000
Insurance $6,000 $6,000 $6,000
Permits $5,000 $5,000 $5,000
R/D for Soda $2,000 $2,000 $2,000
Tech Licenses $1,000 $1,000 $1,000
General SG&A $10,000 $12,000 $15,000
Operating Profit $190,420 $283,266 $375,111
Capital Expenditures:
Construction/Renovation $450,000 $20,000 $-
Tables/Furniture $50,000 $2,000 $-
Tablewear $60,000 $5,000 $-
Intial Food Costs $10,000 $- $-
Tech Initial Outlay $10,000 $2,000 $-
Grand Opening $20,000 $- $-
Office Supplies $10,000 $- $-
Net Income -$419,580 $254,266 $375,111
Net Cululative Income -$165,314 $209,797
Breakeven Timeline 2.44 Years
11. 11 | Carbon: The Soda Bar
Marketing Plan
Pricing and Positioning Strategy
When the customer comes into Carbon to order soda, the cup will be priced at a flat $4 rate which
is priced to be competitive to the costs of premium drinks at similar locations. Due to the fresh and
natural ingredients used, we believe consumers will be willing to pay at this price for the sodas. If
consumers wish to receive a new cup, they can put their used cup into a slot to receive a fresh
new cup at no additional charge.
The pricing of our finger food and appetizers will be between 5 and 15 dollars depending on the
food that is ordered. We want to serve food that not only complements soda but also uses farm
fresh meats and produce.
The Menu Price
Margherita Pizza $12
add meat $15
Chicken Fingers $7
Sliders (beef or turkey) $15
Hummus and Vegetables $10
Potato Wedges $5
Sweet Potato Fries $7
Nachos $8
add meat $10
Chicken Wings $7 / $9
Interactve Interface
In order to add to the overall ambiance of our bar and to take advantage of the benefits that
technological advances has brought about, Carbon will be using an iPad to create an interactive
meu experience for those in the bar. Each seating area will have an iPad, where individuals will
be able to look at the different food and drink options. Rather than have a server for each table,
Carbon is giving its customers the freedom to look over the menu and place an order without the
feeling of a server pestering him.
12. 12 | Carbon: The Soda Bar
When the customer sits at the table, he will be greeted with an iPad that says “Welcome to Carbon
The Soda Bar.” From here, the customer will be able to login to his account if he has saved mixes,
checkout the menu and access our free in house wi-fi.
To access the menu, the customer has two options. One labeled “SODA” and the other labeled
“EATS.” In the “soda” section, the customer can check out all the different mix options we have
and put it together virtually if he doesn’t feel the need to try out the mixes and knows exactly what
he wants.
In the “eats” sections, we will list the different food options that we offer. Because this is a bar that
stresses the community atmosphere, all of our food options are equivalent to appetizers that are
made to share. We kept our options small to not bog customers down with the extended list of
flavors we offer. When a customer opens the eats option, a screen with our 8 different appetizers
and an option to return to the soda screen is displayed. When a customer clicks on a menu item, it
is enlarged on a sidebar with a picture, description, and price of the item.
In order to show that we value our community and their feedback we also list reviews on the food
as well as the most recent drink pairings a customer had with the item. Only customers who have
bought the item can rate the item and leave their choice mix pairing. This feature allows customers
to share ideas with their peers and try new mixes.
13. 13 | Carbon: The Soda Bar
From there, the customer can either add the item to his/her cart and continue shopping, or he/
she can go into a quick check out if you only want one thing. The customer can input credit card
information at the table or go to the cashier who can pull up his/her order and thus the customer
have the option to pay with card or cash. Once the order has been placed a server will then bring
the customer’s order to the table.
Marketing Materials
There are a lot of marketing materials involved in getting our customers to want to come into Carbon.
Our marketing materials consist of flyers, banners and website promotions. We will have flyers hung
up around the DC area to generate interest in our soda bar. We will also have a large banner hung
over our storefront to excite people about our grand opening date and the specials we have to offer.
Our website will include the flavors of soda we have to offer, our food menu, the events and specials
we have coming up throughout the month and a customer interaction portal where customers can
comment on their favorite flavors, mixtures and tell us about their experience at Carbon.
The design of our marketing materials will stay consistent. We will be using neutral tones with a
pop of color when we show the sodas. We want the designs to showcase the minimalistic and
rustic design of our stores while also bringing attention to the vibrant colors of our soda blends.
Washington DC is the location of many restaurants, so our goal is to make sure consumers come
into our doors when they want a dining experience. We will accomplish this by gaining name
recognition, creating a strong grand opening week, and creating a satisfying user experience.
14. 14 | Carbon: The Soda Bar
Having name recognition is very important because it’s what makes people pick one brand over
another. Therefore, before we open we will work hard on making sure people know who we are
and where we are. We will do this through flyering in local neighborhoods, having a grand opening
sign over our storefront to excite customers, and creating a social media presence so we can start
growing our network and alert future customers about the opening and future events.
Nothing beats a good first impression, so that is something we really want to focus on when we open
Carbon. We want to have a two weekend long event that creates that great first impression people
value. In order to prepare, we will train the staff so they know exactly what’s on the menu, how the
process works, and how to treat the customers. If everyone knows what they are doing then they
can easily answer and questions a customer has and create a relaxing experience for them.
In order to have to opportunity to create a first impression, we need to get the customers inside
the door. We want to open our doors on a Friday, because we believe that is the day were going to
get the most amount of traffic. Opening day, we will have half off all food, soda samples outside the
restaurant, and a local band or artist playing music at night. The half off food will bring millennials
in because no one likes anything better than good, but cheap food. Then the music and samples
will draw customers towards the restaurant. The next day, Saturday, we will have free soda
the entire day. The free soda will let them try out the customization process free of charge,
enticing them to sit and experience the rest of the Carbon experience.
The next weekend on Friday we will have a happy hour time between 4-7. During this time they can
get our food half off. This will get customers to want to sit down and try our food. If this goes over
well we will continue using this every Friday. Then, that second Saturday we will screen a film of a
local artist. Since nothing goes better with soda then popcorn and candy, we will serve an unique
assortment of candies and popcorn. This will not only attract people to come but show the public
that we are apart of the community and want to help it thrive. Overall, the two first weeks of our
opening will give customers an idea of our brand and give us name recognition.
The last step to our plan is to create a good user experience. The minute the customer walks in we
want them to feel relaxed and at peace. The restaurant will have clean lines, good lighting, and comfy
seating that lets customers relax and hang out with their friends. Then each weekend we will try to
create events that interest our customers such as weekly happy hour, monthly movie screenings,
local bands or artist playing, or local artist showcasing their artwork. Events like this will make Carbon
known as a place where you can hang out and experience something new, which will urge customers
to share their experience with friends and family through word of mouth or on social media.
15. 15 | Carbon: The Soda Bar
The beauty of U Street, is that it has a very community like feel. We want to create a relationship
with the businesses around us so that people will want to make a day or night out of their trip,
instead of just stopping for a quick drink or going to a furniture store to redecorate their home.
We want to work with the apparel stores, secondhand shops and furniture stores that make up U
Street, to help us promote Carbon. To execute this, we will ask these stores to supply flyers and
promotional cards or coupons in exchange for us doing the same for them. This will not only create
a good relationship with us in the community, but will also expand our marketing to people who
might have not known about us otherwise.
Social Media Strategy
Because Carbon is targeting the young adult or millennial population, we must have a strong social
media presence in order to reach our audience where they already are. This generation is one
that loves to stay connected with their peers no matter where they are, and the rise of Snapchat,
Twitter, Instagram, and Facebook has helped foster that culture. Carbon has no choice but to
capitalize on this avenue in order to hold a stake amongst our competition. Carbon has created a
Twitter, Facebook, and Instagram page and while we are not on Snapchat yet, our store will have a
Snapchat geofilter.
16. 16 | Carbon: The Soda Bar
Carbon’s main effort will to get the most engagement from the young adult population
through social media interaction. We will mainly use our Twitter for this purpose. Our Twitter @
carbonsodabar will be a great way to let our consumers know of random sales promotions we
will be having. This will include contest giveaways and special nights with discounted prices. One
example of a Twitter push we will use is to have our customers tweet pictures of them enjoying
their favorite mixes with the hashtag, #WhatsYourCarbon. We would choose the a few winners who
will then win a $25 dollar gift card to our facility. This would get our customers connecting with
each other and our staff members to share their unique soda mixes.
We will use our Facebook to foster more of a community feel within our customers. We will
encourage our customers to use our Facebook page as a forum to communicate with each other
and our staff. We would like our customers to use our Facebook as a way to ask questions to
our staff concerning customer service issues because we want to be as transparent with our
customers as possible. We believe so deeply in our product and concept that we are willing to
have customers post their issues on our page. If there are complaints we want our customers to
feel validated and understand that we are working on it.
We would also host events in our bar. For example, we would have certain themed nights or parties
within the bar and we would create Facebook event pages for these occasions to raise awareness.
This way our Facebook community will be able to let their friends know that they will be at Carbon,
17. 17 | Carbon: The Soda Bar
which gives us more publicity as well as gives the customers another way to connect with new
people who are just as excited about our product and bar environment as we are.
Instagram has emerged as a leading social media platform based purely on still and motion
graphics. We will use our Instagram account, @carbonsodabar, to share the story of our unique
bar and the people that we interact with every day. Connecting with our audience on Instagram
is a great way to humanize the corporation and show that we are just as much a member of the
community that we inherently created through the soda bar. On Instagram, we will be able to reveal
new flavors and additions to the store as well as share the interactions that our customers have
every day. We kept our Twitter and Instagram handles consistent in order to make the customers
social media experience with us as simple as possible.
Snapchat is the final social media platform we would like to start off with. While we don’t believe
having a Snapchat account for Carbon will be effective at reaching our audience, we understand
that the platform is a booming network where users are able to share their daily go-abouts and
check in with their friends on a daily basis. We will take advantage of this network by using the
Snapchat geofilter feature for our bar. Snapchat allows users to upload pictures with different
preset filters, based on their geographic location. We will create a snapchat filter that users will be
able to access from our bar that will let their followers know they are spending their time at Carbon.
Not only do users love using filters in order to enhance their photos, but using our filter will be a
tool to spread the name and fun of Carbon to the community.
18. 18 | Carbon: The Soda Bar
Additional Content
These photos show how when customers visit our webste they’re greeted with our iconic logo and
name. When they press enter, the screen animates with bubbles as they are transported to our
home page. The final image is an example of what our menus will look like — simple and modern,
they reflect the essence of Carbon.
20. 20 | Carbon: The Soda Bar
Store Design
For our store design we want to design a modern, relaxing atmosphere that also creates an easy
user experience. Immediately when you walk in, you will be greeted by the person at the front
desk. They will be able to answer any questions and also hand out the customer the “scan-card.”
The customer will enter right into the soda section. Here they can get a cup and add their ice,
flavors, and then their level of carbonation. After that, they will be lead to the seating area if they
choose to stay. There will be a variety of seating options for customers to choose from, including,
tables and chairs for guests that want a harder surface to hang out on and soft chairs and
couches that lead to more comfortable experience.
Interior Design
Front Door
21. 21 | Carbon: The Soda Bar
As for the actual design scheme of Carbon, we are going to rely on natural colors and textures.
For the walls, we will use a cool gray color that will create a relaxing atmosphere, and allowing
the colors of the soda syrups to pop. The floors will be a medium wood tone, which will provide
warmth but be light enough to bounce off the light. Will have steel elements throughout the
restaurant, like in the table and chairs, light fixtures, and exposed beams in the ceiling. This will
create a cool and modern atmosphere. Additionally, will use dark brown leather for our couches
and chairs which creates a family room feel. Lastly, we will install huge windows that let in as much
natural light as possible. They will have the ability to move up during nice days in the spring and
summer so guest can enjoy the fresh air or eat outside.
Image: Jane Kim Design This is our room of inspiration. It has exposed beams, natural walls,
leather couches and medium wood tones
22. 22 | Carbon: The Soda Bar
This photo shows
an example of how
we would install
our windows. They
are floor to ceiling
windows, so that
during the warm
months they can be
open and customers
have the ability to
walk in and out freely.
Image: Joe Fletcher
23. 23 | Carbon: The Soda Bar
Exterior Design
Room for Expansion
If a customer prepares a mix they want to save, they can go to our bottling station where they can take
larger quantities of their specialized drink home. They can also build a profile with us to join our free
membership list. By doing so, the customer will be able to pre-order their personalized mis to be picked
up whenever it’s convenient. The bottle and mix will be branded as “(customer name)’s Soda” and
serve as a customizable takeaway for them to drink whenever and wherever they choose. Customers
hosting events at their own locations will also be given the opportunity to request orders of our sodas
and have them delivered at an additional cost. We also will partner with local retailers should they
choose to stock our healthier soda option in place of or in addition to the standard sodas.
24. 24 | Carbon: The Soda Bar
Conclusion
Carbon is the experience young adults have been craving, but just haven’t found yet. Our healthy
and invigorating soda mixes will create a buzz in the popular U Street corridor, and our flavorful
dishes will be a fun, social and delicious meal for all to share. From our modern and inviting
atmosphere to our playful and fun eating experience, customers will find themselves coming back
for more. Featuring live bands and community oriented events, Carbon will serve as a community
gathering spot to have fun, socialize and get in touch with one’s inner kid. As we expand, Carbon
can partner with local retailers to stock our soda on their shelves. Moreover, if customers like their
mixes they can join our membership list and we can make their sodas for them to pick up whenever
is convenient. Carbon is an idea that can spread across America, all it needs is a chance.
25. 25 | Carbon: The Soda Bar
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