MKTG 494 Professor Shield

Case Done by: Elizabeth Aroyan Jeremy Dunbar Roxanne Gahol Jenn Mak Anna Nguyen

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TABLE OF CONTENTS
Promotional Strategy........................................................................................................................3 Promotional Mix .....................................................................................................................................3 Channel Promotion .................................................................................................................................3 Creative Appeal........................................................................................................................................4 Promotional Schedule..............................................................................................................................5 Advertising................................................................................................................................................6 Sales Promotion .......................................................................................................................................8 Public Relations ........................................................................................................................................9 Support Promotions ...............................................................................................................................10 Budget.....................................................................................................................................................11

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PROMOTIONAL STRATEGY Promotional mix The following shows each communication platform that will be used and its percent share:

These promotions will be directed toward the Hispanic community through the media its members frequently consume, and integrated to emphasize the consistent message and creative direction of a retro, yet bright and fun experience at every touch point. Promotional objectives Make consumers visually familiar with the brand Increase trial/sampling among nonusers Attract switchers away from competitors brands Persuade retailers to carry new items and higher levels of inventory CHANNEL PROMOTION Objectives 1. Persuade bottlers and distributors to push product through the channel

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2. Motivate retailers to sell and carry higher levels of inventory Personal Selling Although bottlers take lead in developing local promotions to retail outlets and consumers, a sales force will be developed to increase distribution through retailers by presenting limited trade promotions. Sales pitches of these promotions will be presented to managers of key target locations including convenience stores, wholesale stores, grocery stores, and vending machine locations as mentioned in the distribution section. Contests The retailer within a territory that sells the most Squirt will receive special pointof-purchase displays, dealer loaders, buying allowances/cooperative advertising, and display allowances. Advertising in trade journals Exhibits at trade shows Creative appeal An emotional/soft sell approach will be used to create a response based on the attitudes, moods, and feelings of the target consumers. Soft drinks logically are not healthy but are part of the social experience, so the emphasis will be on sensory gratification, including a retro, yet bright color scheme, musical and sports influence, and references to the Hispanic culture to create lifestyle resonance. A humor appeal approach will also be used because it is especially effective among Mexicans within the Hispanic community. 4|Page

Promotional schedule Flighting strategy Heavy up during summer, when consumers are thirstier, and also during special promotional periods PROMO SCHEDULE Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Channel Promotion Personal selling Contests Trade journals Trade shows Advertising Television Radio Outdoor Internet Mobile App Sales promotions On-pack coupons Sweepstakes Direct mail Public relations

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Charitable contributions Sponsorships Support Promotions Celebrity endorsements Sponsorships

ADVERTISING will include traditional and new media. Objectives 1. Make consumers visually familiar with the brand 2. Create a digital interface for brand engagement Television commercials will primarily run on the two most popular Spanish-language television networks in the United States, Univision and Telemundo with secondary focus on MTV Tr3s, ESPN Deportes, and networks where the George Lopez show is in syndication. TV advertising will heavy up during broadcasting of soccer (football) matches, the most popular sport in the world, with noticeable appeal among Hispanics. Radio commercials will run in Spanish on Hispanic radio stations and use humor appeal; English commercials will run on standard urban/hip-hop stations that sometimes feature youthful Hispanic artists. Outdoor advertising will include large billboards to increase brand awareness, recall, and recognition. 6|Page

Internet/online A microsite focused on the new campaign will be created, and viewers will have the option to view it in in English or Spanish. The Spanish-site will not be a mere direct translation from the English site. Through language, Squirt will form brand personality and cultivate a personable relationship with Hispanic consumers. Some areas of the site will include a section to enter a sweepstakes, an online store for specialty advertising products (shirts, hats, sunglasses, etc.), and printable manufacturers coupons. Videos, games, and web content will relate to ethnic Hispanic roots. Content will be short and straightforward, and navigation through the site will be as user-friendly as possible. Facebook will be linked directly on the company website. While the website seeks to inform and entertain, Facebook will function primarily as a means to interact with Hispanic consumers. Content displayed will be in Spanish, and the sweepstakes and other sales promotions will be displayed on this page. A miniseries will be uploaded on YouTube in episodes that are parodies of telenovelascolloquially known as Spanish soap operas even though they differ in that they run for a predetermined duration whereas soap operas can continue indefinitely. Younger Hispanics will find humor or even empowerment in breaking away from the old-fashion culture and roots of their parents. There will also be product placement of Squirt within this miniseries. Banner ads will be purchased on Hispanic-American websites, such as FoxNewsLatino.com. NBCLatino.com, and The Huffington Post Latino Voices. 7|Page

Video, audio, and banner ads will be purchased on music sites Pandora and Spotify with genre targeting on Hispanic/Latino and urban/hip-hop channels and geotargeting in California and Texas. Mobile Apps Coupon App We want to encourage trial and increase sales volume with the aid of a coupon app consists of a barcode reader. The barcode reader will read the barcode of a Squirt product and generate a coupon code that the consumer can provide at the checkout counter. Game We will emulate the Squirt memory game available on the current website. This memory game is a twist on the new retro vibe that Squirt will encompass. It will include the new flavors and bottles to help aid consumer recognition and recall. SALES PROMOTIONS Objectives 1. Increase trial/sampling among nonusers 2. Draw a quicker and stronger buying response On-pack coupons

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Cents-off coupon on the DVD/Blu-ray packaging of Casa de mi Padrean allSpanish comedy with English subtitles starring Will Ferrell. Similar to the YouTube miniseries, this should directly target young Hispanics, who appreciate their roots, but can find humor in a parody of them because of their American acculturation. 2-for-1 coupons on Squirt multipacks to increase sampling. This will be especially effective in Hispanic homes, which tend to have more and extended family members. Mix-and-match coupons on Dr Pepper packs to associate Squirt with its more popular parent company and brand that gets more sales, thus more opportunities to deliver the coupon Sweepstakes Submission on the website and/or through Facebook No purchase necessary Winner receives 2 tickets to the 2014 FIFA World Cup in Brazil Direct mail Free standing inserts of coupons in bulk mailing with costs being shared between Dr Pepper/Seven Up and retailers PUBLIC RELATIONS Objectives 1. Associate soft drinks, specifically Squirt, with good causes 2. Involve people with the brand through events and other participatory activities 9|Page

Charitable contributions to Teletn, an annual 24-plus-hour TV and radio broadcast in Mexico that raises money for children's rehabilitation centers for disabled children Sponsorships of youth soccer organizations to promote active lives since soft drinks are seen as a cause of childhood obesity SUPPORT PROMOTIONS Objectives 1. Reinforce brand image 2. Intersect targets during their daily routine Celebrity Endorsements Pitbull (a popular, youthful Hispanic singer/rapper) George Lopez (famous Hispanic comedian, with television shows and comedy specials in syndication on American networks) Jennifer Lopez (famous Hispanic actress/singer/dancer for young women) Sponsorship of select episodes of Sbado Gigante, a Spanish-language television show, which is Univision's longest-running program and the longest-running variety TV show in the world hosted by Chilean television personality, Don Francisco.

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Budget

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