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Minute Maid Pulpy
2015 Media Plan
Junwen XiaoQingyi Ren
Xiaolan ChenDihao Gu
Siddhesh Mude
Agenda
Situation Analysis
Background
★ Orange Juice category is perceived as a commodity
product and is purchased based on price.
★ Minute Maid will launch a new product, Minute Maid
Pulpy, at March 2015.
★ The product will be available in all stores as an
extention of current product line.
Orange juice are the
same
I want to buy Minute
Maid Pulpy
Category Analysis
❖ U.S. consumption volume of food and drinks continues to rise in 2014.
➢ 2014 volume is expect to increase by 5%.
❖ U.S. consumption volume of orange juice is declining slowly in 2014.
➢ 2014 volume change would be estimated as a 7% decline.
➢ The category desperately needs a new product and a new perception.
❖ U.S. consumers are presenting a trend of drinking water, an alternative to juice.
➢ Water consumption has increased by 38% over the most recent 15 years, 3.4% last year.
➢ Energy drink consumption has grew by 5.7% last year
*Data from http://www.statista.com
Company Analysis
❖ Minute Maid is owned by the Coca Cola. Founded in 1945 and acquired by Coke in 1960.
Headquarters at Sugar Land, Texas. Sells orange juice and other fruit based beverages.
❖ Has 44.7% market share in the $550 million frozen juice concentrate sector in US. In
$2.45 billion chilled juice sector, it has 19.3% market share. The total fresh orange juice
market share is 10%
❖ Largest orange juice seller in the US
❖ Minute Maid’s parent brand Coca-Cola leads the juice market with an 18% off-trade
value share in 2013
SWOT analysisStrengths Weaknesses
• Strong brand equity;
• Health Oriented products;
• Excellent distribution nationally—
Minute Maid has the largest in US juice
market;
• Slightly higher price;
• Bad distribution network in big cities
such as NYC;
Opportunities Threats
• Increasing health awareness;
• Small-bottle juices consumed not just
for breakfast;
• Intense competition from other orange
juice producers;
• Substitutes like bottle tea.
Competitive AnalysisThree Major Competitors:
• Tropicana
Founded in Florida, 1947
Owned by the PepsiCo. Since 1998
• Florida’s Natural
Founded in Florida, 1933
Owned by over 1,100 grower members
• Simply Orange
Founded in Florida, 2001
Owned by the Coca-Cola Company
Media Spend(timing & media usage)
MEDIA USAGE Red: >30%, Blue: 10%-30$, Green : <10% (of total spending)
BRAND TV SYNDICATION RADIO INTERNET OUT DOOR MAGAZINES
M.M.
TRO
SIM
FLO
Brand JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
M.M.
TRO
SIM
FLO
Media Spend (budget)
Brand Total Dollars (000)
Minute Maid 58.8
Tropicana 5,950.1
Florida’s Natural 10,553.0
Simply Orange 13,665.1
Market Share
Minute Maid10%
Tropicana6%
Florida's Natural3%
Simply Orange4%
Other77%
SALES
Resources:Passport
Objectives
Business Objectives
Create awareness for pulpy product and
contribute to increase overall Minute Maid
fanchise sales by 3 additional share points by
the end of 2015
Increase sales by 10% for overal franchise
Increase consumer awareness of brand
“Minute Maid” from 70% to 85%
Media Objectives Reach 85% of family oriented parents an average of 7
times every month
Reach 70% of health oriented professionals an average of 6
times every month
Provides sufficient support for promotion schedules and
2015 New York Marathon.
Encourage research of the product online by positioning #1
in SEO and SEM for related keywords and increasing
unique visitor to the website by 25% for the 2015 fiscal
year.
Target Audience
Orange Juice Consumption: 28oz daily
Segment 1: Family-Oriented Parents
Incentive: Children and happiness
Geography: Nationwide
Phychographic:
Concern about health
More likely be drawn by coupons
Incluenced by ads easily
Willing to wait for sales
Age: 25-40
HHI: <$7500
Target Audience
Orange Juice Consumption: 16oz daily
Segment 2: Health-Oriented Professionals
Incentive: Health and Success
Geographic: East/West Coast
Phychographic:
Concern about nutrition balance
More likely be influenced by others
Willing to wait for sales
Value lifestyle more than money
Enjoy travelling
Age: 35-54
HHI: $60k-$150k
Media Strategy
A typical day of lifeSegment 1: Family-Oriented Parents Segment 2: Health-Oriented Professionals
Media Implementation
Budget Allocation
50%
18%
20%
5%6%
1%
TV
Magazine
OOH
Radio
Social Media
Search Engine
$35MM
TV
TV selection
Network Prime● Provide the highest levels of reach among all media
● Uniform coverage in most market
News ● Target health-oriented professionals
Early Morning● orange juice has the highest consumption in the
morning
Cable Prime ● Most cost effective
Syndication
Prime ● usually a more effective CPM than network
TV flowchartTV
January February March April May June
12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22
network prime 10 20 20 8 8 10 10 8
network early morning 10 20 20 13 13 20 20 18
syndication prime 10 10 10 8 8 10 10 8
cable prime 10 15 10 8 8 10 10 8
news 10 15 15 13 13 15 15 13
total points 50 80 75 50 50 65 65 55
total costs (000) ($) 877 1405 1361 844 844 1310 1310 1100
TVJuly August September October November December
1/7 1/14 1/21 1/28 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/12 10/19 10/26 11/2 11/9 11/16 11/23 11/30 12/7 12/14 12/21
network prime 8 10 15 20 20 10 10 18 10 10
network early morning 18 15 20 20 20 10 10 18 10 10
syndication prime 8 10 10 10 10 10 10 9 5 5
cable prime 8 15 15 15 15 10 10 15 10 10
news 13 10 10 10 10 10 10 10 10 10
total points 55 60 70 75 75 50 50 70 45 45
total costs (000) ($) 999 1092 1509 976 889 1253 779 779
GRP
45-55
56-65
66-75
76-85
TV rationaleGRP fluctuations for each month
Important dates
Launch day: March 2015
Coupon days: 3/8, 6/28, 9/13
Free samples: early April
Back to school season: Sep.
NYC Marathon: 11/1
Holidays: Nov, DecLaunch day
Coupon day
Back to school season – parents & kids
Coupon day
/通用格式
/通用格式
/通用格式
/通用格式
/通用格式
/通用格式
/通用格式
/通用格式
0 2 4 6 8 10 12 14
Marathon
HolidayFree sample
We will create a
consumption
season
TV recommend programs
Print Selection-Newspaper
Newspaper
• US Weekly ranks No. 7;
• USA Weekend is a weekly version of USA
Today, which ranks No.4;
• High circulation, large audience
• Nationwide newspaper—for nationwide
campaign;
Print rationale-Newspaper
Newspapers Still have their Perks
• Sunday Newspapers were No.1 source used to find coupons;
Daily Newspapers: lack of time for coupon investigation;
Ads on weekly papers about one week before coupon days;
• Mainly used to target the first customer group
Housewives saving money for the family
• Also have ads on Thanksgiving & Christmas weeks
It’s the time when people shopping for their family parties.
Print Selaction-magazine
Family Fun National
Geographic
Kids
Experience
LifeShapeMen’s FitnessWorking
Mother
National
Geographic
Travelers
Print rationale-magazine
• Family oriented;
• High index, high circulation;
• To reach customers from 25-54
with children;
• Especially for second target
group—Health Oriented;
• Men’s Fitness for Men
• Shape for both gender, but mainly
for female;
• High index, high circulation;
• Especially for second target
group—Enjoy life, like travelling;
• Create needs—drinks during
trips;
• High index, high circulation.
Print Flowchart
Print January February March April May June July August September October November December 1 page rate1/2 page
rateTotal
Newspaper $2,851,230.00
USA Weekend 560700 324900 $1,860,300.00
US Weekly 233160 145725 $990,930.00
Magazine $3,342,154.00
Family Fun 207630 $1,038,150.00
National Geographic Fun 106250 $637,500.00
Working Mother 77585 $310,340.00
Men's Fitness 90590 $362,360.00
Shape 160080 $640,320.00
Experience Life 12150 $72,900.00
Nal’ Geo Travelers 46764 $280,584.00
$6,193,384.00
Search Engine
Keywords & BudgetKeywords
Broad match
● Healthy (Paid and Organic)
● Tasty (Paid and Organic)
● Orange Juice (Paid and Organic)
● High quality fruit (Paid and Organic)
Exact match
● Minute Maid (Paid and Organic)
● Florida’s Natural (Paid)
● Tropicana (Paid)
● Simply Orange (Paid)
Budget and Effect
Impression 16,000,000
Clicks 139,680
CTR 0.9%
CPC $2.98
Cost $416,740.51
Social Media
Social Media Selection
Why YouTube, Pinterest and Blog?
Age: 25-54
Lifestyle: Busy
• Do not have enough time to addicted to Facebook and Twitter
• Wish to know latest information in professional circle
• Enjoy enterntainment such as funny video
How to create awareness
Launch day
• YouTube: Minute Maid Ad Video
• Pinterest: Post New product Images
• Blog: Ads
Coupon Date
• Pinterest: post coupon information
How to create awareness
CPM Target Audience Require TRP Impression Purchased Budget
YouTube $3 1495920 150 224388000 $673,164
Pinterest $3 1495920 150 224388000 $673,164
Blog $2 1495920 150 224388000 $448,776
Total Budget $1,795,104
Total Target Audience: 37398k
4% of Target Audience: 1,495,920
TRP: 150
(A reasonable TRP of a campain should be at least 150 to 250 for maintaining customers
http://www.thestorestarters.com/select-effective-trp-levels-new-stores-mediacampaign/ )
Radio
Radio❖ Why Radio?
➢ High reach potential/ High frequency
➢ Highly targetable
➢ Good CPM
➢ Tactically support promotion events
❖ Radio Selections: Purchase PM Drive and Weekends period from 20 stations that reach our
target audience in West coast and mid-U.S..
➢ Commercial will be air 2 times Monday-Friday and 4 times on weekends.
❖ Negative selections: Avoid highly populated areas including New York and Los Angeles.
❖ Budget allocation: $1.6MM
❖ Estimate cost: $16,000/station/month*
*Data from http://localmarketingideas.com/
Radio Flowchart
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
RADIO
Out of Home
Rationale behind Out of Home
❖ OOH selection in major cities of U.S. like New York.
➢ Bus displays
➢ Office buildings
➢ Rail or subway systems
➢ Airports
❖ In other places
➢ Billboards above important routes of U.S. like U.S. Route 66
➢ Billboards above major commute routes in states including Texas, Minnesota and Alabama.
❖ Budget
➢ $7 MM
Out of Home Selection
Out of Home FlowchartJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Bus
Office
Rail
Airport
U.S.
Routes
Commute
Routes
*Estimated average price: $2,500/showing/month. Airport display cost average $30k/showing/month.
FlightingJanuary February March April May June July August September October November December
12/2
2
12/2
91/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5
10/1
2
10/1
9
10/2
611/2 11/9
11/1
6
11/2
3
11/3
012/7
12/1
4
12/2
1
TV
Network Prime
Network Early Morning
Syndication Prime
Cable Prime
News
Newspaper
USA Weekend
US Weekly
Magazine
Family Fun
National Geographic Fun
Working Mother
Men's Fitness
Fitness
Experience Life
Latina
OOH
Bus
Office
Rail
Airport
U.S. Routes
Commute Routes
Radio
Radio Channel
Social Media
Search Engine
Always remember what to do next!
Next Step
Ads closing day
Newspaper:
US Weekly : coupon: 2/2; 5/25; 8/10; holiday season: 10/26;11/23;
USA Weekend : coupon 2/2; 5/25;8/17; holiday season: 11/2; 11/23;
Magazine:
Family Fun: 12/19; 2/20; 6/5; 8/14;9/25;
National Geographic Kids: 12/23; 5/27; 9/12; 10/21; 11/25
Working mother: 12/16; 6/24; 8/5; 9/30;
Men’s Fitness: 1/15; 2/19; 4/30; 7/16
Fitness: 1/22; 2/22; 4/30; 7/22;
Experience Life:12/15; 3/3; 5/5; 6/18;8/26; 9/30;
Latina: 12/22; 1/19; 3/23; 5/18; 7/20; 9/21;
TV: Upfront: Q4-43 Network/Syndication: April/May;--Scatter
Radio: No Closing Day--One weeks before it’s available
No.1 Experience Life
No.2 Working Mother
No.3 Family Fun