Media plan for Izze by the Transit5 team in Professor Lisa Barnard's Media Planning class at Ithaca College.

1. Izze:
Media Plan
Transit5 Media

2. 2 Executive Summary
Izze is a brand located within the “carbonated juice drinks” category, produced in
Boulder, Colorado owned by PepsiCo. Izze promotes itself as an all-natural, no
preservatives added fruit soda, consisting of 70% fruit juice and 30% seltzer water. The
Izze brand is currently marketed as healthier and better for the average consumer than
typical sodas and many other carbonated drinks. However, when the keywords
“carbonated juice healthy” are entered into a Google search, Izze does not come up as a
result while many of the competitors listed above do. Their main selling point is not
being exploited to its fullest potential if their product does not come up when a
consumer is wishing to research healthy carbonated drink alternatives. Izze is not alone
in the carbonated juice category with a focus on health, and is actually falling behind
competitors in this niche. While Izze has been really good at having kitschy event
campaign strategies we want to take Izze farther, reaching more people while still
keeping Izze’s unique position in the marketplace intact. Transit5 wants to increase Izze’s
brand awareness with our new campaign as well gaining new loyal customer base of
young women who may have never heard of or been introduced to Izze. We intend to:
(Increase sales by_______). We seek to target multiple segments, which are 18-24 year
old women and 25-34 year old women. We specifically chose this demographic because
we wanted to cater to Izze’s main consumers and reach consumers that would be most
willing to become loyal Izze users, using an offensive approach. By choosing women in
this range, we are hoping to solidify Izze as a go-to beverage that resonates with these
women from its taste to its look and feel. These women are educated, career-driven and
health conscious with extra income to spend and are willing to pay more for taste and
overall experience, always up to date on the current trends, traveling and going out
on the town with friends. We noticed that Izze had a low-usage rate at only 41%, thus
knowing that this demographic is very socially involved, our mission is to make Izze
the popular, “cool” brand to be using, sharing it at gatherings and get-togethers among
friends, ultimately sharing it on social media in turn bringing up the usage rate. Our $18
million budget will be spent on an integrated campaign primarily focusing on digital,
with the addition of television and magazines nationally in our chosen markets
garnering up to 412 GRPS in one month.

3. 3About Transit5
Agency Philosophy:
Our agency strives to meet our clients needs by implementing our five core values into everything we do: Innovation, Integrity, Accountability, Dedication, and
Diversity.
Director of Events
Nicole Godreau is a junior Integrated Marketing Communications major at Ithaca College from Queens, New York. She is a New York City Women in Communi-
cations 2014 Scholarship Recipient as well as a Rising Junior Park Scholar, and an Emma Bowen Foundation Scholar. She is a Diversity Peer Educator, a Peer Career
Advisor and a part of the Ithaca College Social Media Street Team. She has interned at Ogilvy & Mather and Food Network in New York City and will be attending
the Los Angeles program this Spring. She hopes to work in the public relations industry in the future.
Account Director
Rachel Roizin-Prior is a sophomore Integrated Marketing Communications major at Ithaca College, originally from Montreal, Canada, and living in Easton,
Pennsylvania. She is a Leadership scholar as well as a member of the Ithaca College Honors Program. She is a senator in Ithaca College’s Student Government
Association, and a member of the executive board of Ithaca College’s chapter of Big Brothers Big Sisters. She has previously interned for State Representative Robert
Freeman and for Buy Fresh Buy Local. She hopes to work at a large advertising agency in the future.
Public Relations Director
Lauren Ryan is a junior Integrated Marketing Communications major at Ithaca College hailing from Hawley, PA. Lauren is a two time New York Women in Com-
munications scholarship recipient (Foundation Scholarship, 2013 & Alumna Award of Excellence, 2014) as well as a Rising Junior Park Scholar. On campus, Lauren
is the Events Executive for HiFashion Studios, the Programming Director for Ithaca College Women in Communications and the Secretary for She’s the First. Off
campus, Lauren serves as a scholarship ambassador for New York Women in Communications and is also a member of their Student Affairs committee. Addition-
ally, Lauren volunteers at the South Hill Elementary School, the Cancer Resource Center of the Finger Lakes and the Longview Senior Residential Community. In
the future, Lauren hopes to work in entertainment public relations. In the past, she has interned in the publicity department at Allied Integrated Marketing and in
the digital media department at Alloy Entertainment. In the spring, she will be spending her semester in Los Angeles.
Creative Director
Kristin Schultz is a junior at Ithaca College, majoring in Integrated Marketing Communications with a minor in Legal Studies. She is from Johnson City, NY - a
small village next to Binghamton. She is the recipient of the Carl Sgrecci Scholarship in Business as well as the Senator Tom Libous Community Service Scholar-
ship. On campus, Kristin is the Events Chair for Ithaca College Women in Communications, a chapter of New York Women in Communications Inc. She is also a
member of the Ithaca College Honors Program and a Student Caller for the Ithaca College Annual Fund. After graduating a year early, Kristin hopes to work in the
advertising field as a graphic designer or copywriter.
Executive Assistant
Michael Tamburri is a junior Integrated Marketing Communications major at Ithaca College. He plans on obtaining either a Business and Administration or Com-
munications Masters degree after graduation. He studied in New York City for the Spring 2014 semester through the Ithaca College NYC program and completed
a marketing internship at City Parks Foundation. Outside of academics Michael is a member and the Treasurer of the Men’s Club basketball team, he is also a sales
representative for the Ithacan newspaper. Along with being involved at Ithaca College, he has had jobs for the past four years of his life outside of school. Michael
interned at a non-profit organization called the Greater Newburgh Partnership and worked part-time for Clear Channel Media and Entertainment of the Hudson
Valley. Michael, who is from Marlboro, New York, plans to take his motivation and everything he has learned at school, the work environment and his life into
either a marketing or creative career.
Team Promises:
Each team member will attend weekly meetings on Wednesdays at 9:00pm for an hour.
Each team member will have their tasks ready for every meeting.
If a team member fails to meet standards, a group discussion will take place.
Our goal is to produce the best work possible in hopes of receiving an ‘A’.
Each team member will value the opinions and input of the other members.

4. 4
IZZE is a brand located within the “carbonated juice drinks” category. When “Googling”
the keywords “carbonated juice,” IZZE’s website is the first to pop up in the results. Google
estimates that there are about 2,408,000 results in a search for “carbonated juice.” One of
IZZE’s biggest competitors against the carbonated juice drinks category is the soda
category. For comparison’s sake, when “soda” is typed into a Google search, about
24,800,000 results were founded. That is a difference of at least 27,208,000 “hits” that
match the searched keywords. This reveals that the carbonated juice drink category has
less direct competitors among the included brands. However, it also means that the
category as a whole has less widespread knowledge and awareness in regards to it as
opposed to another similar category, such as soda.
IZZE is not alone in the carbonated juice drink category. The company’s largest, direct
competitors include, but are not limited to: San Pellegrino, Welch’s Sparkling Juice
Cocktails, and Sparkling Ice. Secondary competitors include Fruit 66 and Fruit Water.
Much like IZZE, these brands offer carbonated or sparkling juice (or water) beverages in a
variety of different flavors.
The IZZE brand is currently marketed as healthier and better for the average
consumer than typical sodas and many other carbonated drinks. However, when the
keywords “carbonated juice healthy” are entered into a Google search, IZZE does not
come up as a result while many of the competitors listed above do. Their main
selling-point is not being exploited to its fullest potential if their product does not come
up when a consumer is wishing to research healthy carbonated drink alternatives. The
brand that largely draws attention to the health aspect of their product within the
carbonated juice category is called “Spritzers.” Their website talks about how the company
was started by a family who wanted to create a healthy alternative to artificial sweeteners
and high fructose corn syrup-containing beverages. Spritzers’ beverages contain natural
ingredients and real fruit juice. This backstory and mission is similar if not identical to
IZZE. This shows that IZZE is not alone in the carbonated juice category with a focus on
health. In fact, IZZE is actually falling behind competitors in this niche if their product or
website does not lead to “hits” while their competitors’ do.
Brand Analysis- Definition of Category
Situational Analysis

5. 5
Segmentation
It was determined that there were multiple segments for IZZE, which are 18-24 year-old women
and 25-34 year-old women.
We chose this for our age demographic because we wanted to cater to IZZE’s main
consumers and reach consumers that would be most willing to become loyal IZZE users. By
choosing women in this range, we are hoping to solidify IZZE as a go-to beverage that resonates
with these women from its taste to its look and feel.
Target Segmentation
Situational Analysis
After doing extensive secondary research on our target market (primary- females 18 to 24, secondary- 25
to 34), we’ve come up with multiple sets of data. Caucasian/white is the lowest indexing race, meaning the
Asians, African Americans, etc. make up a large percent of our target market. The people in our target
market have all also had some form of education and are mostly comprised of part time employees or full
time students. The marital status of our target market is mostly not married or never have been married.
Moving away from demographic data and more into psychographic data, the research showed that the only
people in this target willing to pay to be healthy are 21 year olds. Additionally, the 21-24 years old tend not
to care about price and make purchases on spur of the moment impulses. Lastly, this generation doesn’t stray
away from advertising, they encourage it. Most people in this age demographic find advertising interesting
and rely on it to make purchase decisions.
In terms of media consumption, the target market spends less time watching television, reading
newspapers and online due to online activities, which may because they all thoroughly heavy users of social
media. Some of the most used forms of social media include Facebook, Pandora, Hulu and Twitter.
However, when it comes to more traditional forms of media, Cosmopolitan, ELLE and OK! Weekly are some
of the heaviest indexing magazines among this age group. Within the television sphere, the highest indexing
shows include Pretty Little Liars, Family Guy and Keeping Up with the Kardashians.

6. 6
Consumer Wants and Needs
· Anyone looking for an alternative from soda
· Anyone that lives a healthier and active lifestyle
· More natural flavors
· Does not like artificial flavoring
· Less sugars, no high fructose corn syrup
· Light carbonation
· Still like that soda taste
· Enjoys fruit flavors
· May want bottles that are closable
· Low sodium and calorie count
· No caffeine
Communication
In terms of Izze’s communication with its target market, they are making attempts to communicate with
them, but they don’t have a very large social media following. Their social media platform with the most following
is Facebook, which 260, 683 followers. After that comes Twitter, with 21,900 followers. From there, the numbers
get worse, with only 643 Instagram subscribers and 23 subscribers to their YouTube channel. On their social media
platforms, their main content includes recipes (normally involving alcohol), the promotion of chain restaurants such
as Chipotle and Panda Express and re-posting fan’s submissions. Additionally, Izze promotes a good deal of their
partnerships, such as the event they did with Brit & Co and the “Friendsay Night” promotion they did with YouTube
vloggers Alie & Georgia. Izze’s website includes a full listing of their products, recipes, links and feeds to their social
media sites and the history of their brand.
In addition to their efforts on social media, Izze has had several events within the past few years. These events
geographically range from Miami to New York City to Los Angeles. Their events also engage with several target mar-
kets. Events such as “Pamper Me Fabulous” Expo, LA Fall Fashion Market Week and Making Strides Against Breast
Cancer target the female demographic, while their decision to feature Izze at Coney Island’s annual Halloween fest
targets both parents and children. However, with promotional events such as the Venice Art’s 19th Anniversary Gala
and Art Basel, they were targeting a wide range of potential consumers.
Cost
24 pack of 8.4 oz Cans
· Amazon: $16.46
· Costco: $17.05
· Staples: $35.99
4 pack of 12 oz Bottles
· Amazon: $7.99
· BevMo!: $6.99
· Wholefoods: Visit Store
12 pack of 12 oz Bottles
· Costco: $12.69
· Amazon: $28.45 (variety pack)
· Sams Club: Visit Store
Convenience
Izze is located in stores on both a national and local scale. In terms of national locations,
Izze is available in Target, Walmart, Whole Foods, Costco, Sam’s Club and was available in
Starbucks until the company began fading out Izze products. On a more local level, Izze is
available in Super American, Holiday, Food Lion, FarmFresh, Cost Plus, Kroger and even in
specialty stores like Georgetown Cupcakes.
The Four C’s
Situational Analysis

7. 7
Economic Trends
There are many key trends in the category of Carbonated Soft Drinks. A large problem is that increasing
health concerts are hurting the demand. There is also an increasing awareness of health related issues due to the
consumption of carbonated soft drinks, and health advocacy grouops are intesifying pressure on companies that
produce these drinks. Due to all the trends, the market has been steadily shrinking for the past few years. One com-
pany that has been implementing a strategy to reincrease the demand is an increased marketing spend, while focusing
on healthier variants of carbonated soft drinks. In emerging economies, there is a strong growth of demand for these
drinks due to a higher disposible income. Lastly, natural food stores are also increasing in business. In 2013, they
had a 7.3% increase from 2012, and $8.7 billion was spend on foods. Over the last decade, sales of organic foods have
grown 22% a year, and consumers continue to demand healthy food choices. 88% of consumers believe that nutrition
is important when selecting groceries, and 56% are willing to pay more for a healthier version of a food. People also
want to move away from high frutose corn syrup.
Societal Trends
Today, people are very health-conscious and increasingly concerned about what they are putting in their
bodies. IZZE prides itself on being 70% pure fruit juice and a splash of sparkling water with no sugar added, no
high-fructose corn syrup, no preservatives, no caffeine, or chemical concoctions. Sparkling juices are being seen as
an alternative to sodas, implementing sparkling juice into schools rather than sodas. Traditional carbonated sodas
are declining associated with being bad for your health, as people begin to look for alternatives such as fruit flavored
carbonated drinks.
IZZE developed a new brand of soda titled IZZE esque, which is a reduced calorie drink with 50 calories per
12 oz. bottle. This addition was partly due to the fact there has been a trend toward drinks with less or reduced calo-
ries, while still being full of flavor rather than tasting like a “diet” drink. Consumers want “clean” labels with natural
alternatives instead of chemical sounding additives. There is a trend toward superfruits, exotic fruits, tropical fruits
and fruit and vegetable combinations in alcoholic and non-alcoholic beverages. People want to know what is inside
their beverages, familiar with them rather than chemical creations that are made in labs. Companies want to tap into
this market and growing trends by specifically targeting niche markets with flavors that show nutritional value and
health benefits. As people become more health conscious, a target market is developing where people are willing to
make an easy switch to a healthy drink that’s better for them. There has also been a trend toward upscale restaurants
that are trying to stand out by making or supplying carbonated sodas using fresh and local ingredients. A big trend
has been companies that are beginning to learn more about different and unique flavor combinations from mixolo-
gists. Another popular trend has been companies caring about the environment. Glass is seen as sophisticated and
eco-friendly, providing the best conditions for the beverage, preserves the natural flavor, and is 100% recyclable. There
has been a surge in glass packaging, which attracts a young, health conscious market. Customers feel ecologically
responsible buying healthy packaging, which plays a big role in the customer’s purchase decision process.
Overall, many of these societal trends work positively for IZZE to grow and prosper as a brand.
Key Trends
Situational Analysis

8. 8 Competitive Anaysis- Primary
Situational Analysis
San Pellegrino’s
Sparkling Fruit Beverage
· 11.5 oz 12pack on Amazon for $24.73
· Also sell 8.5 oz 6 pack bottles
· All natural flavors--Aranciata (Sicilian orange), Aranciata Rossa (blood or-
ange), Clementina (Clementine orange), Limonata (lemon) and
Pompelmo (grapefruit)
· San Pellegrino Sparkling Fruit Beverages offer all the natural pleasure of an
authentic, unique and intense taste that make you enjoy a special moment in
the Italian way. San Pellegrino contains 140 calories and 32 grams of sugar.
· San Pellegrino has never put out a fruit beverage specific ad, but they have
a good presence on social media, on Pintrest, Instagram, and Facebook. On
Instagram, they post weekly mostly regrammed photos that consumers have
posted on their beverages that have @sanpellegrinofruitbeverages. On Face-
book, they update frequently of pictures the different flavors, pictures are also
displayed to be used as a mixed drink, showing ingredients. Also, the drinks
are seen in combination with party snacks.
· 291,253 Facebook likes | 1,283 Instagram followers | 174 Likes on Pintrest
Sparkling ICE
· 17 oz bottles
· $16.36 for a 12pack on Amazon, zero calories and zero carbohydrates
· 11 refreshing flavors: Coconut Pineapple, Lemon Lime, Kiwi Strawberry,
Orange Mango, Pomegranate Blueberry, Pink Grapefruit, Black Raspber-
ry, Crisp Apple and Peach Nectarine, Cherry Limeade, and Strawberry
Watermelon.
· Now introducing a Sparkling Twist on Lemonades; available in Classic
Lemonade, Strawberry Lemonade, Raspberry
Lemonade, Mango Lemonade, Peach Lemonade, and Lemonade with Tea.
· Sparkling ICE ran a 30 second TV spot in 2013, describing the product.
It features a few of the flavors while playing a fun upbeat song and then
states at the end that Sparkling ICE has bold flavor, zero calories, and is
perfectly possible.
· Active on Twitter, Facebook, and Instagram. They currently just intro-
duced Sparkling Tea flavors, which is posted on their social media ac-
counts. They do a lot of retweeting of consumers tweets at them, and they
are currently doing a hashtag of #SipPink, encouraging costumers to drink
their pink grapefruit flavor in honor of breast cancer awareness month.
· 693,761 Facebook likes | 9,032 Instagram followers

9. 9Competitive Anaysis- Primary
Situational Analysis
Glaceau Fruitwater
· 16.9 oz. bottles
· $30 for a 12 pack on Amazon
· Contains zero calories and sugars
· Naturally flavored sparkling water beverage with nutrients and other natu-
ral flavors (contains no juice)
· Flavors include Black Raspberry, Strawberry Kiwi, Lemon-Lime, Orange
Mango, and Watermelon Punch, Fizzy Lemonade, Tropical Pineapple
· Christina Applegate is the face for Fruitwater in their print ad that launched
in 2013. There is also a radio ad for the product. Christina states that she
appreciates the “easy on the figure” drink. This zero calorie, fruit flavored
sparkling drink is both bubbly and beautiful similar to Applegate. Applegate
was also featured in the new social media ad on twitter where she says: Life
can throw a lot at you, so when you have a moment, take it to enjoy fruit
water.
· Recent #stealamoment campaign, where the consumers are encouraged to
“steal a moment” or take time out of their day to drink fruit water. If people
tweet the hashtag they have a chance to win prizes such as gift cards. This
campaign is run on Facebook and Twitter.
· 6,686 Instagram followers | 70,985 Facebook likes
· “The only Coca-Cola brand which has made an impact in this category
[sparkling water] is the zero calorie Glaceau Fruitwater, which managed to
gain a market share of 2.4% within three months of its launch in May 2013.”

10. 10 Primary Target Analysis
Chelsea Chun
Demographics
· Age: 21
· Gender: Female
· Race: Asian-American
· Educated: College educated
· Marital Status: Single
· Employment status: Full-time student
· Household income: n/a
· Census region: Northeast
· Health: Vegetarian diet
Media Usage
· Internet: Enjoys posting on social media
· Magazines: Cosmo and People
· TV: Pretty Little Liars
Attributes
· Upper middle class
· Smartphone and laptop user
· Contributes to many social media outlets
My name is Chelsea Chun and I am a 21 year old full-time college student at
Middlebury College. I am a young, single, vibrant female who loves to hang out
with my friends. I am also a yoga instructor on campus and believe that it is
very important to stay healthy, especially while at college. I am very
connected, using Facebook, Instagram, and Twitter on my phone to post my
everyday experiences. When looking for beverages, I try and look for some-
thing that has health benefits and is good for you as an alternative to soda. To
find out whether or not I should buy a new product, I look at reviews online as
well as a company’s online presence.
9:00 am: I wake up, always setting my alarm
to different Beyonce songs to start off my day.
I always check my phone in the morning and
look at my e-mails. Then, I take a shower and
walk over to the gym on campus to prepare to
instruct my morning yoga class.
10:00 am: I instruct my class and also try to
get a workout in, always making sure that I’m
drinking water throughout the day to stay
hydrated.
11:00 am: I go to my Environmental Crisis
class and afterward, I head over to my Creative
Writing class as I’m an English major with a
minor in Environmental Science.
1:00 pm: I always try and prepare my own
lunch because it gives me a way to eat fresh
produce I buy at the farmer’s market that are
healthy and nutritious. I like to know what I’m
putting in my body and purchase locally to
support local businesses.
2:00 pm: I volunteer off-campus at an ele-
mentary school, helping the students grow a
community garden of their own produce that
is then used in school lunches.
3:00 pm: I also go to my internship off-cam-
pus in the Sustainability Center downtown,
focusing on how to reduce energy-use and
greenhouse emissions community-wide.
4:00 pm: I head off to my sculpture making
class because I love to be creative and make
things with my hands.
5:00 pm: After a long day, I usually watch
television on Netflix and right now my favorite
show is Orange is the New Black.
6:00 pm: I cook dinner using fresh ingredients
to come up with nutritious, vegetarian meals
for my roommates and me to eat.
7:00 pm: During this time, I head to my club
meetings for the school newspaper where I
write articles on Health & Wellness.
9:00 pm: After working on any group proj-
ects, I do my homework and prepare for my
upcoming tests.
10:00 pm: I check out all of my social media
websites on my phone before heading to bed.
Situational Analysis

11. 11
6:45 am: I wake up to my alarm and turn on my
television to watch the news, hear about the local
commute traffic, and find out the weather.
7:30 am: I quickly grab a light breakfast which
usually consists of a healthy granola bar, yogurt,
and fruit.
8:00 am: I drive my car, listening to Justin
Timberlake, to the gym that is close by to where
I work so that I can get in some exercise before I
start my hectic job.
9:00 am: I arrive at the gym to run a few miles
before going into work where I am an account
manager at an advertising agency.
10:00am: I attend meetings and help my boss with
new accounts the firm is trying to get.
12:00 pm: At lunch, I go out to eat with some
co-workers where we talk about how good the
last episode of “Keeping up with the Kardashians”
was.
2:00 pm: I get back to work and eat some snacks
that I’ve bought from a recent trip from Trader
Joe’s.
6:00 pm: After work is over, I go shopping at
nearby vintage stores and then head to grab
drinks and dinner with a friend.
8:00 pm: Then we head over to see Ingrid Mi-
chaelson in concert.
10:00 pm: Exhausted before I go to sleep, I
manage to post a few photos on Instagram and
Facebook, and finish up some of my reading on
“Gone Girl.”
I am a 32-year-old, full-time account manager at Grey Advertising Agency. I
am a single, friendly, and creative woman who loves to have brunch on Sun-
days with her girlfriends. I am running a small business on the side for natural
beauty products for multi-cultural women. I love to go to Zumba classes and
go to the Farmer’s Market for fresh fruits and vegetables to cook with. I’m an
avid social media user, predominantly using Instagram and Twitter to commu-
nicate with friends and colleagues. When looking for beverages, I am looking
for something that is easy for me to take on the go with my hectic work sched-
ule, tastes good and is nutritious, which I can find out from reviews online and
by asking my friends and family members.
Demographics
· Age: 32
· Gender: Female
· Race: African-American
· Educated: College educated
· Marital Status: Single
· Employment status: Employed
· Household income: ~$50,000
· Census region: West
· Health: Goes to the gym and does yoga
Media Usage
· Internet: Enjoys posting on social media
· Magazines: ELLE
· TV: Keeping up with the Kardashians
Morgan Dunlap
Primary Target Analysis
Situational Analysis

12. 12 Situational Analysis
SWOT
Strengths
· Made with real fruit
· No artificial sweeteners - only natural fruit sugars
· Less calories than many sodas or juice beverages
· Naturally occurring carbohydrates
· Appeals to health-conscious
· IZZE with Vitamins line
Weaknesses
· Small word-of-mouth and event campaigns primary strategy
· Currently at 12% brand awareness in U.S.
· Competitors pay substantially more for advertising
· Less than 12% distribution in U.S. supermarkets and convenience stores
· All product mixed, bottled, packaged, and shipped from one facility in Monrovia, California
· Significantly more expensive than primary competitors
Opportunities
· Social media and internet marketing cheap and effective
· Target market of 18-34 heavy online media users
· Point-of-purchase in grocery stores proven to be effective with drink purchases
Threats
· Very small and specific category/market of “carbonated juice beverages”
· Poor economy - less to spend on expensive drinks
· Money for groceries not always allocated for frivolous things
· Direct competition with soda industry
Situational Analysis

13. 13
About 81% of our responses came from females aged 18-24. This made us confident in our research and our
choice of these specific demographics for IZZE’s target audience.
The respondents were asked about their media habits in order to determine the most viable way to
reach our target. 75.68% of those that responded stated they used an internet news website within the past
week, 100.00% used social media, 71.62% watched television, 21.62% read magazines, 63.51% listened to radio,
22.97% read a paper newspaper, and no one stated they did not use any of the above media in the past week.
Considering 100% used social media within the past seven days, the survey included a question regarding
which platforms were used most often by our target audience. When questioned “which online platforms do
you use regularly?” the results showed that 100.00% used Facebook, 52.70% used Twitter, 54.05% used Ins-
tagram, 17.57% used Pinterest, 16.22% used Google+, 10.81% used Hulu, 45.95% used Pandora, and no one
said that they don’t use any online platforms regularly. An “other” option was available and common written
responses include Spotify, Netflix, and Tumblr.
Because the soda category is the biggest competitor of IZZE’s carbonated juice drink category, our sur-
vey questioned respondents on both categories. 58.11% of respondents said that they drink soda, while 41.89%
said they did not. Of those that do drink soda, they were then asked how often. 8.89% said daily, 26.67% said
a few times a week, 40.00% said a few times a month, and 24.44% said a few times a year. The respondents
were then asked the same two questions in regards to carbonated juice/carbonated flavored water. The results
revealed that this category is doing worse than the soda category. Only 33.78% said they drink carbonated
juice or carbonated flavored water while 66.22% said they do not. Those that do consume these types of drinks
responded to their usage rate. 7.14% said daily, 25.00% said a few times a week, 28.57% said a few times a
month, and 39.29% said a few times a year. This reveals that not only do more people commonly drink soda
as opposed to carbonated juice or water, but 18-34 year-olds also tend to drink carbonated juice or carbonated
flavored water less frequently than soda.
Lastly, the survey addressed respondent’s recognition of brands within the carbonated juice/carbonated
flavored water category. 59.46% of participants have heard of San Pellegrino Sparkling Fruit Beverage, 28.38%
have heard of Glaceau Fruitwater, 67.57% have heard of our client, IZZE, 4.05% have heard of Fruit 66, 62.16%
have heard of Sparkling ICE, and 56.75% have heard of V8 Fusion Sparkling. 5.41% have stated that they have
not heard of any of the above named brands. This last statistic is somewhat bad for the category as a whole if
little to no recognition exists for the largest brands. However, it is promising that IZZE is the most recognized
brand in the carbonated juice/water category. In addition to recognition, the survey also inquired about use
of these brands by our target audience. The last question of the survey asked, “which of these brands have you
tried at least once?” 27.03% of participants responded that they have tried San Pellegrino Sparkling Beverage,
9.46% have tried Glaceau Fruitwater, 33.78% have tried products in the IZZE line, 2.70% have tried Fruit 66,
39.19% have tried Sparkling ICE, and 13.51% have tried V8 Fusion Sparkling. Also, 37.84% stated that they
have not tried any of these brands at least once. Sparkling ICE has the largest usage rate for women aged 18-34.
It is also worth noting that more respondents have not tried any carbonated juice/carbonated flavored water
than those who have tried IZZE.
Primary Research
Situational Analysis

14. 14 Secondary Research
In terms of IZZE’s communication with its target market, they are making attempts to
communicate with them, but they don’t have a very large social media following. Their social media
platform with the most following is Facebook, which 260, 683 followers. After that comes Twitter,
with 21,900 followers. From there, the numbers get worse, with only 643 Instagram subscribers and
23 subscribers to their YouTube channel. On their social media platforms, their main content includes
recipes (normally involving alcohol), the promotion of chain restaurants such as Chipotle and Panda
Express and re-posting fan’s submissions. Additionally, IZZE promotes a good deal of their partner-
ships, such as the event they did with Brit & Co and the “Friendsay Night” promotion they did with
YouTube vloggers Alie & Georgia. IZZE’s website includes a full listing of their products, recipes, links
and feeds to their social media sites and the history of their brand.
In addition to their efforts on social media, IZZE has had several events within the past few
years. These events geographically range from Miami to New York City to Los Angeles. Their events
also engage with several target markets. Events such as “Pamper Me Fabulous” Expo, LA Fall Fashion
Market Week and Making Strides Against Breast Cancer target the female demographic, while their
decision to feature IZZE at Coney Island’s annual Halloween fest targets both parents and children.
However, with promotional events such as the Venice Art’s 19th Anniversary Gala and Art Basel, they
were targeting a wide range of potential consumers.
IZZE is located in stores on both a national and local scale. In terms of national locations,
IZZE is available in Target, Walmart, Whole Foods, Costco, Sam’s Club and was available in
Starbucks until the company began fading out Izze products. On a more local level, IZZE is available
in Super American, Holiday, Food Lion, FarmFresh, Cost Plus, Kroger and even in specialty stores
like Georgetown Cupcakes.
Situational Analysis

15. 15Situational Analysis
Situational Analysis
Challenge
We found that there is a low-usage rate, only 41% of the people we are targeting drink these
carbonated juice drinks. Another challenge is that our competitors not only have higher
market share than us but they also provide healthier options to point out one aspect, they
have a zero calorie feature. Our competitors also have better advertising and overall market-
ing that has helped gain them brand awareness.
Key Consumer Insight
This demographic we are going after is very socially involved to begin with. Also the users
of IZZE and carbonated juice beverages already mix the drink with other beverages in the
market. Even though IZZE is not the healthiest of the carbonated juice drinks it is still a
healthier option compared to other beverages. If we can get the brand name out there to our
target our campaign should resonate well with their interests.

16. 16
Transit 5’s upcoming IZZE campaign will focus around the concept of “Mix Things Up.” This slogan
has multiple meanings, from the actual mixing of alcohol and IZZE to create fun, new drinks for any
event, to all the possibilities drinking IZZE could create for the consumer.
The Big Idea
Media Objectives and Strategies

17. 17The Big Idea
Media Objectives and Strategies

18. 18 Media Mix
Digital
Food Network
Since consumers who visit the food network’s website are looking for the easy solutions for dinner and other
meals, placing an Izze banner ad at the top of the site’s page will let viewers know that Izze is a fun alternative
to regular drinks they could pair with their meals, or remind them about drinks after dinner.
Pandora
According to SRDS, 25% of 18 to 24 year olds and 24% of 25 to 34 year olds use Pandora. Pandora is also the
second most used app for 18 to 34 year olds, and they spend between 7-10% of all their smartphone usage
time on app. Thus, Pandora is a great website to advertise Izze because our advertisements will be played
multiple times an hour directly to our target audience. In addition, whenever a Izze advertisement plays,
listeners will be able to click on the ad and go directly to izze.com where they can learn more about Izze’s
products.
Youtube
People love taking some time out of their busy days to sit back and laugh at a funny video, watch trailers for
upcoming movies, and listen to the new catchy songs from the radio. Youtube provides the chance for brands
to “takeover” its homepage – this would be a perfect chance for Izze to promote its products to target audi-
ence members who visit the site during their down time or breaks.
Buzzfeed
One of the most popular websites in the last few years, Buzzfeed connects people of all ages through relatable
articles. Typically those who visit buzzfeed.com are social, and tend to share articles with their friends. These
types of people are likely to be busy, which is why Naked Juice is a good fit, and why Buzzfeed would be a
plausible option for advertisements.
Instagram
Our target market frequently browses Instagram, which also recently surpassed Twitter in the number of
followers. When we advertise on Instagram, users are likely to interact, hopefully commenting and posting
their own pictures involving the hashtag, #mixthingsupwithIzze.
Twitter
Creating trends is made easy when Twitter #promotes. By creating the hashtag movement,
#mixthingsupwithIzze, Izze can reach and provide the opportunity for millions to interact.
Facebook
Almost every member of our target market has a Facebook, which makes it easy to share
and post stories that users can easily see. The benefit of this medium is its large reach at
such a low cost.
Media Objectives and Strategies

19. 19
Magazine
Allure
Allue magazine features stories on women, fashion, and relationships. The magazine dives into the private side of
t the famous famous women featured on the cover, who inform readers, and our target audience, on which fash-
ions and styles to choose whether they are going to work, grabbing coffee, or getting ready for a date.
Elle
Elle is a monthly women’s magazine that focuses on news-making coverage of beauty, fashion, health, and rela-
tionships, as well as women’s issues, work, money, and more. This is the perfect platform to target the working
women of our target market, who are still interested in beauty and fashion.
Star
The weekly magazine specializes in human-interest stories. It features celebrity news, gossip, and current style
trends. It typically has flashy celebrity gossip on the cover, which will attract those in our target market who like
to keep up-to-date on those stories.
Vanity Fair
Vanity Fair is a well-respected magazine that covers many topics about pop culture, fashion, and current events;
all topics that interest our target market. Transit5 can feature ads in Vanity Fair of high readership such as months
during Vanity Fair’s collector’s edition and big style edition in order to gain as much exposure as possible.
Vogue
Vogue is a well-respected magazine among mostly women who are interested in fashion, beauty and culture, such
as our target market. Advertising here will give Izze a great deal of exposure.
Media Mix
Media Objectives and Strategies

20. 20
Media Objectives and Strategies
TV E-Fringe
E! News
E! network continues to be the network choice for pop-culture centric viewers. On this show, the “E! News”
team creates a look at Hollywood happenings, along with all the latest celebrity news, trands and gossip. Our
target market likes to know current trands, and this show will cover it and appeal to our audience.
Bad Girls Club
The Bad Girls Club provides its viewers with a “guilty pleasure” show, featuring young women having unreal-
istic altercations. This show would appeal to our target market, giving them the opportunity to relax after their
long days and watch an easy-to-follow show.
TV Prime
Pretty Little Liars
ABC Family is a popular network for the younger portion of our target audience, women ages 18 to 25. Pretty
Little Liars is one of the most consistently watched shows on ABC Family as well as one of the highest rated
series. Transit5 believes that ads placed during this show will capture this portion of the target audience based
on its popularity and later airing time.
Housewives of NYC
Bravo is a well known network among women ages 18 to 34. The Real Housewives of New York City is one
of the most popular locations of The Real Housewives franchise, bringing in millions of viewers in our target
market age range. It serves as the guilty pleasure for young professionals, who want to relax their minds after a
long day in the workforce and school.
Keeping Up With The Kardashians
Keeping Up With the Kardashians is a top rated show during Sunday prime time for the 18-35 year old demo-
graphic. Our target market frequently watches the E! network, so placing an ad here will give IZZE a great deal
of exposure.
Project Runway
Project Runway continues to attract viewers, especially those in our target market. It has been airing since
2004, and draws in females, showing them the latest trends as well as some drama.
Media Mix

21. 21Media Objectives and Strategies
Reach, Frequency, and GRPs
Transit 5 chose to have a higher reach and lower frequency for the campaign in the first year, because while
IZZE is not a new brand, it is not well known. Our advertisements are also very simple. If the campaign is
successful the first year, frequency could be raised in the second year. Considering the $18 million budget,
this is the best choice for the campaign.
Scheduling and Timing
The scheduling and timing approach that were taking is going to allow us to have coverage during the entire
year of our campaign, focusing on heavy advertising during the summer. This pulsing strategy will start in the
beginning of March. We believe introducing IZZE in the spring will build a strong awareness to have success-
ful sales in the summer which is when we feel IZZE is mainly purchased. We will be placing ads in Elle, Cos-
mo and OK Weekly because a majority of the readers are in our target. The magazine ads will start in March
and end in September, with another month of advertising in December due to the holidays. Our ads will enter
the TV medium in March appearing during Prime Time on Keeping Up with the Kardashians, these ads will
run until the end of September. We will also place ads on E! News in the Early Fringe during the months of
June through the end of September, again predicting IZZE to be the most popular in the summer. The last
medium we are going to utilize will be Digital. We plan to run ads for the entire 12 month campaign period
starting in March and continuing to the end of February of the next year.
Media Budget
Transit 5 has a total budget of $18 million for the upcoming IZZE campaign.
Geography
Transit 5 will conduct a national campaign to spread awareness of IZZE. If the campaign continues into a
second year, we could look into a heavy-up in spot areas. The $18 million budget for the first year of the
campaign will not permit a combination of both national and spot approaches with our reach, frequency, and
GRP goals for IZZE.
Digital- $9,818,575 (55%)
TV Prime- $4,156,620 (23%)
TV Early Fringe- $2,476,560 (14%)
Magazines-$1,440,140 (8%)
Total: $17,891,895
Media Objectives and Strategies

22. 22
Media Objectives and Strategies

23. 23Sales Promotion
When examining our competitors we have seen one thing in common. They have opinion leaders guiding
their marketing. Sparkling ICE has Kevin Durant; the MVP of the National Basketball Association and
Fruitwater has the well-known Chritina Applegate. In order for us to get IZZE’s name out there we need
someone to drive our brand. We selected Calvin Harris who is a renowned DJ among our target audience
and he is up and coming just like IZZE is. Featuring him on our social media posts and some television
commercials will help us create buzz about our product. We want to also utilize social media as part of our
promotion of IZZE. We will initiate a hashtag campaign #itsamixer on our twitter and Facebook accounts.
This will encourage our audience to take a picture of their group having fun with each in any environment.
We will let our audience know about the prize for the best picture of their group ‘mixing it up’ having a good
time. They will not have to feature IZZE in their photos although this would be a bonus. We will choose two
groups and let people decide which is the best photo conveying the group is having fun. The picture with the
most likes and retweets will determine our 1st and 2nd place prizes. The first place group will receive a week
trip to Dayton Beach, FL where their flight and stay will be covered by IZZE; they will also receive a week’s
supply of IZZE. The second place winner will get backstage VIP passes to a Calvin Harris concert. Anoth-
er campaign that we will run on our social media accounts is the ‘create your own drink’ contest. This will
encourage our audience to make their own drink and post a picture of it with its recipe on our twitter and
Facebook pages using the hastag #mixitup. We will then choose the top three drink recipes and feature them
on our website, crediting the creator. These campaigns will get our target audience involved and that is what
we believe we will need in order to get IZZE off the ground.
Media Objectives and Strategies

24. 24 References

25. 25Appendices
March April May June July August September October November December January February
NATIONAL
Magazines:
Womens 30 30 30 50 50 50 50 20
Elle
Cosmo
OK
Weekly
Network
TV:
E
Fringe 50 50 50 50
E!
News
Network
TV:
Prime 30 30 30 50 50 50 50
Keeping
Up
with
the
Kardashians
Digital 218 218 218 262 262 262 262 218 218 218 218 218
NATIONAL
TOTALS 278 278 278 412 412 412 412 218 218 238 218 218
Monthly Spending and Media Distribution