Académique Documents
Professionnel Documents
Culture Documents
Melinda Carmichael
Emile Renne
Holly Van Wyck
Stephanie Waite
TABLE OF CONTENTS
EXECUTIVE SUMMARY
SITUATION ANALYSIS
Brand Analysis
The Four Cs
Economic Trends & Societal Factors
Competitor Analysis
Target Analysis
SWOT Analysis
4-12
4
5-6
7
8-10
11
12
15-20
15
16
17
18
19
20
21-22
CREATIVE BRIEF
23
13
APPENDICES 24-26
14
REFERENCES 27
MC
ER
HV
SW
Melinda Carmichael
Emily Renne
Stephanie Waite
IMC 17
IMC 17
IMC 16
IMC 17
EXECUTIVE SUMMARY
Izze was created in 2002 and markets itself as a carbonated juice drink consisting
of 70% fruit juice and 30% seltzer water. Izze has positioned itself as a healthier
alternative to soda. Izze is surrounded by tough competition in the industry
and is struggling to stand out. Izze has the variety of flavors, clean yet playful
packaging and health consciousness to lead the pack of the carbonated juice
industry.
We propose a target audience 18-24 and 25-34 as they fit the persona of Izze.
These individuals consist of college students, and young professionals. These
individuals are fun, energetic, driven and health conscious.
We want to increase brand awareness to 22% over the course of campaign the
year. During the heaviest months of our campaign we will execute a reach of 80
and frequency of 7.
With a budget of $18,000,000 we will propose the use of utilizing television,
digital/social media, magazine, online radio ads and a unique buzz marketing
tactic within sororities.
Currently
Goal
Continued
COST
Cost of Time in Acquiring the Product
The price of Izze varies depending on the store and if its
purchased as a can or bottle. At Wegmans, Izze is $3.19
for a 4- pack of 8.4 ounce cans and $4.99 for a 4-pack of
12 ounce bottles. Since Izze is currently a regional product,
it is not readily available in all stores and in all locations.
This makes it more difficult to obtain Izze than it is to obtain
competitors products, making the cost of consumers time
high.
Cost of Conscience
Izze is a better for you alternative to sodas and other
carbonated beverages, due to it being made with real
fruit juice and containing no preservatives, added sugar or
caffeine. The consumer can enjoy Izze without feeling guilty.
COMMUNICATION
Izze has a website that includes various tabs to explore, including the
different Izze products and recipes that can be made with Izze, such
as the Izze Vanilla Clementini and Izze Chimichurri sauce with mini
empanadas. Another part of the Izze website is the #Friendsday tab. This
hashtag encourages consumers to post their social experiences with Izze.
Izze has not had many advertising campaigns, but the most recognizable
one is the Youll Love Whats Inside campaign, which focuses on the
Continued
natural, fruity flavors of Izze and ran GQ, Details, People and Entertainment
Weekly. This campaign has an accompanying Facebook component that
allows users to tell their friends what makes them sparkle. Izze has also
sponsored many events including Art Basel, LA Fashion Week and the
Yahoo Sports Day of Champions and Izze frequently participates in these
word of mouth, kitschy event campaigns. Finally, Izze has utilized product
placement on national television, including on shows like Greys Anatomy,
Big Bang Theory and The New Adventures of Old Christine.
CONVENIENCE
Izze is not readily available in many locations. Some of the establishments that carry Izze are regionally based, such as Wegmans or
Whole Foods. Or, as seen with Target and Walmart, the stores are large chains but do not always stock Izze. Izze is also available at
Costco or through Amazon, and is sold at chain restaurants such as Starbucks and Chipotle. Overall, Izze is not the most convenient
product because it is not available in many places on a regular basis.
Continued
ECONOMIC
TRENDS
Health Consciousness
A growing trend among consumers is the desire to lead a more
healthy lifestyle based on better food and beverage choices.
According to a health and wellness survey conducted by Nielsen,
consumers now value the ingredient and nutrition facts of a product
more than they ever have in the past. In 2006, 42% of people
surveyed said they selected food based on the ingredient list, and
in 2013, 55% of people surveyed said the same thing. Therefore,
people are becoming more conscious of the health benefits their
purchases may or may not bring them, such as the contribution to a
balanced diet and the amount of calories and sugar.
Price Consciousness
In addition to the growing trends toward a healthier lifestyle,
consumers are growing more aware of the affect their purchases
have on their budget. The Great Recession of 2008 and other
economic downturns such as high unemployment rates have
affected consumer decision-making, and a study by Booz and
Company reflects these issues among consumer concerns. The
study says that on average, consumers are economizing their lives
and are doing so by downsizing, buying fewer items and trading
down on essentials. Due to the economic atmosphere, consumers
will consciously choose a brand with a better price but lower quality.
However, the study believes that consumers may go back to old
spending habits as the economy improves.
SOCIETAL
FACTORS
Technology and Social Media
The presence of technology, especially mobile technology and the
internet, has increased over the past decade. Many people have
access to the internet and own smartphones that allow them to
access information almost anywhere. This has also contributed to the
presence of social media. A study by Nielsen shows that Facebook
is the choice social media platform for 72% of Millennials and that
millennials log on to mobile apps between 20 and 21 hours per
month. Through posting and sharing statuses, pictures and articles,
consumers can develop opinions about brands that could be
crucial to business success. From Twitter to Yelp reviews, consumers
increasingly look to social media and other internet resources to
obtain the information they need. Therefore, companies can utilize
this trend and create new ways of reaching consumers. The two-way
communication between a brand and its consumer allows for brand
loyalty and creates a mutually beneficial relationship.
COMPETITOR #1:
San Pellegrino
SAN PELLEGRINO
Description
An Italian and international brand, San Pellegrino began
as a mineral water in 1899. Along with this, they have
introduced six flavors of sparkling juice beverages. San
Pellegrinos philosophy is Live in Italian, which focuses
on togetherness and bonding around food. To San
Pellegrino, regardless of geography and culture, life is
best lived in Italian.
Strengths
Long, established brand
Weaknesses
Expensive
Small size
PAST CREATIVE
Continued
COMPETITOR #2:
Sparkling Ice
SPARKLING ICE
Description
Created in the 1990s in the Pacific
Northwest, Sparkling Ice provides the
consumer with 0 calorie carbonated
juice in 11 different flavors. It describes
itself as the bold side of water.
PAST CREATIVE
Strengths
Low cost
Weaknesses
Bottles are sold individually
COMPETITOR #3:
La Croix
LA CROIX
Description
Flavored sparkling water available in
14 different flavors. La Croix began
in 1981 in La Crosse, Wisconsin and is
named after the La Croix river that flows
between Wisconsin and Minnesota.
Promotional strategies include enjoy La
Croix, which also helps consumers with
correct pronunciation of the product
and #LIveLaCroix.
Strengths
Domestically produced
Weaknesses
Low brand awareness
PAST CREATIVE
Continued
Segmentation
Since Izzes main goal is to increase awareness
for the brand, we wish to target those who
are already carbonated juice drinkers. These
consumers are already familiar with the type
of product Izze is through similar products.
According to indexes provided by Izze, women
are 11% more likely to consume carbonated
juice drinks. By positioning Izze to females ages
18-34, we can differentiate the brand in their
minds, thus leading to higher awareness.
Primary Research
We conducted a survey that had 141
respondents. These respondents were males
and females ranging from ages 17-60. Our
findings show that 49.6% of respondents had
never heard of Izze, further proving Izzes need
to establish more brand awareness. The majority
of respondents said they reacted positively to
television advertisements as well as Youtube
and other digital ads.
Meet Mackenzie
Meet Erica
The Budding
Young Professional
DEMOGRAPHIC
18-24, Female, college student, urban/city living
PSYCHOGRAPHIC
Izze will mostly be used as a mixer over the weekend.
DEMOGRAPHIC
25-34, Female, middle class
professionals, urban/city living
income,
new
PSYCHOGRAPHIC
Desires a healthy alternative to pack for lunch
IZZE Media Plan | 11
T H R E A T S WEAKNESSES
OPPORTUNITIES
STRENGTHS
Goals
Increase national awareness by 10% over the course of the year.
(Izze currently has 12% awareness.)
70% distribution in convenience stores
Target Audience and Media Mix
To reach women ages 18-34, particularly women ages 18-24, Izze
will launch a flighting advertising strategy which will place a greater
emphasis on targeting college-age women in this category. To
accomplish this, Izze will advertise on television, magazines, and
digitial and social media, and employ guerilla marketing on select
college campuses.
Reach, Frequency and GRPs
Overall reach of 75, overall frequency of 4
Reach of 80 and frequency of 7 during its peak months in the fall
Geography
National
Scheduling and Timing
May - December
Budget
$18,000,000
TELEVISION SHOWS
Program
Type
TV Daypart
Rating
Audience
Index
The Bachelorette
Network TV
(ABC)
Prime Time
2.6
9.5 M
142
Modern Family
Network TV
(ABC)
Prime Time
2.28
7.1 M
119
2.0
2.5 M
137
TELEVISION SPECIALS
Program
Type
Month
TV Daypart
Rating
Network TV (ABC)
Cable TV (Reelz)
July
Prime Time
1.3
July
Prime Access
2.4
Network TV (CBS)
December
Prime Time
3.3
Audience
9.1 M
TELEVISION SPECIALS
The Bachelorette Special
As the grand finale to Izzes continuous presence on The Bachelorette from May to July, Izze will advertise
heavily on the shows end of season special. The Bachelorette Special plays just before college-age
women who frequently watch the show go back to school, reminding them about Izze before the oncampus promotions begin in early September. Women ages 18-24 who watched the last special have an
index of 177, and an index of 140 for planning to watch it again. Women ages 25-34 who watched the
last special have an index of 164, and an exceptionally high index of 225 for planning to watch it again.
The special is also consistent with Izzes presence on ABC during Wednesday nights, so that viewers can
count on seeing Izze ads during their Wednesday night television rituals.
Miss USA Pageant
Pageants have an index of 140 with the carbonated juice drinking audience, and the Miss USA Pageant
in particular has especially high indexes with Izzes target audience when compared to Miss America and
Miss Universe. The Miss USA Pageant has a rating of 2.4 and is conveniently featured in early July, right
before Izzes heavy advertising in the fall. Women ages 18-24 who plan on watching the next pageant
have an index of 204, and women ages 25-34 who plan on watching it next time have an index of 193.
Victorias Secret Fashion Show
The Victorias Secret Fashion Show is a highly anticipated event for young women, and is often made into
an event and watched with friends. Collectively the special has 9.1 million viewers with an exceptional
rating of 3.3. Women 18-34 who watched the last show have an index of 217, and an index of 270 for
planning to watch it again. Women 25-34 who last watched the show have an index of 129 and an index
of 145 for planning to watch the next show. This show nicely wraps up Izzes scheduled campaign, as it
is shown in early December after heavy advertising in the fall.
MAGAZINES
Among carbonated fruit juice drinkers, magazines have a heavy usage index of
115. Magazines are a strategic form of media for their ability to target very specific
audiences and long shelf life. Magazines also present creative opportunities
for the advertising department. Given Izzes fun, vibrant, and colorful image,
this media provides an excellent platform for creating a strong and resonating
visual with the audience. We chose two magazines, Ok! USA and Vanity Fair, to
reach the older portion of our audience. Since we will be reaching much of our
younger audience with television, digital and social media, and buzz marketing
on college campuses, we thought it would be strategic to choose a medium that
reaches out to women ages 25-34.
MAGAZINES
Magazine
Circulation
Media Age
Index
Ok! USA
4,436,000
33
151
Vanity Fair
1,205,229
25-54
135
The largest portion of our campaign will run on social media and digital
platforms. The largest portion of our budget will also be allocated towards this
media. Our target audience spends a significant amount of their time on social
media and other online sites. According to the Pew Research center, 89% of
men and women ages 18-29 are on social media. To keep up with the trends of
the Information Age, it would be strategic for Izze to take advantage of these
omnipresent platforms. The team found that online sites and social networks
that are visited by Izzes target demographic the most are Facebook, Instagram,
Twitter, Hulu and Netflix. Having a presence on all of these heavily used sites will
successfully drive up the frequency of Izzes campaign.
On these sites, Izze will run banner ads and pre-roll video ads. The team found
remarkable data proving the effectiveness of advertising online among young
people. Among women ages 18-24, there is an index of 277 that their exposure
to banner ads will often lead to a purchase, and an index of 193 for women ages
25-34 regarding the same statement. Pre-roll ads often leading to a purchase
have an index of 423 for women ages 18-24. The millennial generation relies
heavily on visuals and interactive media. Catchy, online ads instigate significant
exposure and memorability for brands. Already-loyal carbonated juice drinkers
also have an index of 124 for clicking on ads while visiting a social network.
Facebook, Twitter, and Instagram
Classy, fun, and chic, Instagram perfectly mirrors the young, female segment of
our audience that Izze will target the most. Izze will display vibrant, artistic posts of
its product, with a description of the flavor and what it mixes with best. According
to Jenns Trends for social media management, the average Instagram user
spends 257 minutes a month on Instagram, and 68% of users ages 18-29 are
female. Instagram consumes a considerable amount of our target audiences
time, and lays the perfect foundation for Izze to build a social-media relationship
with users. Facebook is a more versatile social media network, giving Izze access
to a greater percentage of its target audience. Women ages 18-14 have an
index of 157, and women ages 25-34 have an index of 171. Twitter is especially
common amongst Izzes entire target audience, with a frequent usage index of
191 in women 18-34.
18 | IZZE Media Plan
Most of Izzes target demographic is essentially addicted to using online television streaming
sites such as Hulu and Netflix. These people leave busy lives between school and/or work and
often dont have time to watch their favorite shows live. Hulu has over 9 million subscribers, while
Netflix has reached over 50 million subscribers. This allows Izze to reach a substantial portion
of its target audience. Women in the target range who frequently watch have an index of 253.
Netflix best reaches the older portion of Izzes demographic, as men ages 25-34 who frequently
watch Netflix have an index of 180, while women ages 25-34 who frequently tune into Netflix
have an index of 205.
BUZZ MARKETING
Sorority Sponsorships
We plan on implementing a buzz marketing campaign that
focuses on maximizing the word of mouth potential of Izze.
Buzz marketing can amplify the message Izze is giving to
its target consumer, and will create energy and excitement
around the brand.
Chapters Participating
Phi Mu - University of Tennessee
To amplify the big idea of the juice boxs hot older sister,
we will place Izze among sororities in ten college campuses
around the United States. These sororities will act as brand
ambassadors for Izze in exchange for free gifts and funding
for campus events. As brand ambassadors, these sorority
members will hold Izze events, set up Izze booths and be
an overall advocate for Izze on their campus. Because of
Greek lifes commitment to philanthropy, Izze will sponsor
charitable events. This will raise awareness for Izze among
the target demographic, and also make Izze look like a
favorable beverage choice.
Branded Knapsack
Shot Glass
Variety 12-Pack
and cards on
how to make
the best
IZZE mixed
drinks
Tank
Notebook
GEOGRAPHY
Fresh Palette Media will roll out a national campaign to spread awareness
on the product. When trying to decide whether we should spot advertise or
nationally advertise we decided to advertise nationally. When we inputted
the target demographics into Media Flight Plan and selected the top 10
geographic locations we were reaching 29% of the population. This makes
it more strategic to execute a national campaign. We also plan to execute a
buzz marketing campaign by partnering with sororities. This campaign will
be more of a spot campaign, because we plan to partner with sororities in ten
universities across the United States. Using MFP we found the top 10 best cities
to market in for our guerilla marketing where we will be on college campuses
working with sororities.
FUTURE OF IZZE
After the completion of the first year of this media plan, Fresh Palette Media
will evaluate the success of our strategies. If the evaluation proves positive,
we recommend Izze to continue its campaign using the media strategies we
suggest. Our research and findings, as well as our understanding of media
and the target audience, allowed us to make strategic decisions that will be
beneficial to the future of Izze. Since Izze is still raising its brand awareness and
establishing a voice among other carbonated juice drinks, we recommend
Izze optimize frequency over reach; this will position Izze in the mind of the
consumer.
May
June
July
August
September
October
November
December
January
February
March
April
Network TV - Daytime
Network TV - Primetime
National Syndication
Womens Magazines
Netflix and Hulu
Campus Events
Facebook
Twitter
Instagram
Television
$962,400
6%
Magazines
$79,200
1%
Buzz Marketing
$2,684,000
15%
Digital/Social
$14,130,000
78%
TV
22 | IZZE Media Plan
DIGITAL/SOCIAL
MAGAZINESB
UZZ MARKETING
Continued
CREATIVE BRIEF
Product Background
Izze is a sparkling juice drink that is made with real fruit juice available in 8 different flavors. The
main goal for this plan is to gain awareness for Izze by 10% nationally.
Target Audience
Izzes target audience is females ages 18 to 34. These consumers are either college students
or young professionals typically from urban areas who are up to date on social media and live
a trendy lifestyle. These women enjoy spending their days working and relaxing and enjoy
spending their nights out. They are passionate and ambitious when it comes to their school,
career or extracurricular but are not too serious or stuffy.
Brand Positioning
More exciting than water or unflavored carbonated drinks, Izzes fruit flavors and bright packaging
are a satisfying and enjoyable alternative to other beverage choices. Izze allows these women
to live their grown up lifestyles but still lets them enjoy the fun vibe they love and remember
from their juice box days.
Brand Personality and Voice
Bright, colorful, spunky, fun, passionate
Deliverables
Integrated marketing approach utilizing television, magazines, digital, and guerilla tactics.
Budget
A budget of $18 million dollars will be allocated among the media channels to fulfill these goals.
APPENDICES
APPENDICES
Continued
APPENDICES
Continued
REFERENCES
http://www.multichannel.com/news/content/miss-usa-pageant-topssundays-nielsen-twitter-tv-ratings/392139
http://tvbythenumbers.zap2it.com/tag/miss-usa-pageant-ratings/
http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-tvratings-cbs-victorias-secret-fashion-show-nbc-the-voice-20141210-story.
html
http://tvbythenumbers.zap2it.com/2015/08/24/tv-ratings-sundaybachelor-in-paradise-slips-as-preseason-football-inflates-big-brother/
http://variety.com/2015/tv/ratings/ratings-nbcs-voice-abcs-bachelor-finaletop-monday-1201449680/
http://tvbythenumbers.zap2it.com/2015/02/18/access-hollywood-hits-51week-season-high-in-viewers/
http://www.americanmediainc.com/brands/ok
http://www.condenast.com/brands/vanity-fair/media-kit/print
http://abc.go.com/shows/the-bachelorette/about-the-show
http://www.cbs.com/shows/victorias_secret/about/
http://www.locatetv.com/listings/wstq-lp-cw
http://abc.go.com/shows/modern-family
http://variety.com/2015/tv/news/ratings-abcs-modern-family-black-ish-hitlows-in-finales-1201502455/
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
http://www.jennstrends.com/instagram-statistics-for-2014/
http://www.theverge.com/2015/4/29/8513147/hulu-9-million-subscribers
http://money.cnn.com/2014/07/21/technology/netflix-subscribers/
http://okmagazine.com/about/
http://www.vanityfair.com
http://www.universityprimetime.com/top-20-hottest-sorority-chaptersschools-country/
Cheers!
Thank you