media plan

fall 2015

NIKKI DAVIS JENNIFER MARTINEZ DANIELLE VALADEZ MYRA WEAVER CARLOS FERNANDEZ

table of contents
executive summary

situation analysis

3-9

tea vs juice
consumer
creative history
competitors
product & brand
SWot analysis

3
4-5
6
7
8
9

Key Insights

10

target audience

11-12

measurable objectives

13-16

objectives overview
Market strategies & Tactics
communication strategies & TActics
Media strategies & Tactics

13
14
15
16

Budget & scheduling

17

timing & geography

18

creative brief

19

creative executions

20-23

sources

22

Three friends, Hymie, Lenny and Arnie, founded

Snapple in 1972 in New York City. Snapple Apple,
the first Snapple product, was created as an all-natural juice that was sold to health food stores. Products today include juice drinks, all-natural sodas and
seltzers, teas and lemonades. Snapple is considered a
LRB (Liquid Refreshment Beverage) and competes
in both the RTD (Ready-To-Drink) Tea category and
the Juice Drink category. Since the company was established in the East Coast, the company has a large
following from customers from the Northeast region of
the U.S. known as the Heartland. The company struggles with establishing a large following in the rest of
the U.S. known as the Non-Heartland. Snapples goal
is to increase brand awareness among Non-Heartland consumers by driving trial in those regions.

TEA

Snapple has
shares in the
from 8.2%
current shares

JUICE

tea vs juice

Snapple has
shares in the
from 2.5%
current shares

Major distribution channels are

grocery stores (39.5%), and convenience stores (29.4%).

decreased
RTD category
in 2010 to
of 7.7%

$5.3 billion
annual category revenue.

In the Juice Drink category, Snapple

has the
th largest shares with
Minute
Maid leading the
category.
Major distribution channels are food
service and drinking places (29.7%),
convenience stores and gas stations
(23.8%), and vending machine operations (21.8%).

12

increased
Juice category
in 2011 to
of 3.2%

$13.6 billion
annual category revenue.

heartland

non-he artland

Yor
k

Ne
w

non-heartland

HEARTLAND VS NON-HEARTLAND
Heartland consumers have high brand awareness and
are Snapples heaviest buyers. Snapples overall performance volume, measured by cases sold, are mostly
equal in the Heartland and Non-Heartland areas, but volume in the Heartland is slightly higher. Considering that
the Heartland consists of nine U.S. cities, with New York
City accounting for 25 percent of the Heartland, Snapples volume and performance is significantly low in the
Non-Heartland areas. Snapples RTD Tea products have a
higher volume in the Heartland than in the Non-Heartland.
Snapples Juice Drink products have a higher volume in
the Non-Heartland compared to the Heartland area.

heartland

consumers

50%
50%
4

consumers
Based on a consumer data report from Spring 2014
gathered from GFK Research Portal Ltd., there were a
total of 237,011,000 people who reportedly consumed a
Snapple product within the last 6 months before the release of the report. Although the primary bulls eye target
age for Snapple consumers are 30-year-olds, reports
demonstrate that their strongest market are those 45-54
years old with a total number of 43,941,000 consumers.

Consumers are significantly more likely to

want a
RTD tea than an energizing one, and

relaxing
is the second
hydrating
most popular way to describe an ideal invented tea.

Suzie, 48

Sales professional
HH Income: $75K-$150
About:Since Suzie works as the head
marketing directorof a corporate
company, she undergoes a lot of stress
throughout her day. When Suzie gets home she likes to enjoy a
light, refreshing beverage that will help her unwind. She also
looks for products that has extra nutritional value so she can
continue to be healthy and excel at her job.

According to Mintel, consumers ideal tea is...

single-serve

lightly sweetened

added vitamins

health
claims
traditional flavored
5

creative history
Snapple has made efforts to increase brand performance by launching multiple advertising campaigns as well
as introducing new products to extend their brand. Snapple
acted on industry health trends by launching their Best
Stuff on Earth campaign. They used a mix of in-store
advertising, out-of-home advertising, traditional TV ads, as
well as social media efforts to promote their all-natural
label. They also created campaigns highlighting their unique
bottle and their infamous Snapple cap. In recent years they
narrowed their target to primarily New Yorkers in their Born
in New York, Made for Everyone campaign. Although they
continuously acted on increasing their brand, Snapple saw
their shares decline in 2014 due to lack of innovation (Euromonitor International 2015).

competitors

- 7.3% market share of the

RTD category.

- 15.6% market share of

the RTD category.

- 17.3% market share of

the RTD category.

- $385.8 million revenue

per year.

- $827.5 million revenue

per year.

- $920 million revenue

per year.

- Operating income of
$49.6 million

- Operating income of
$85.5 million

- Operating income of
$140 million

- A little over eight thousand

followers on Instagram,
with less product to human
interactions

- Launched social media

campaign,Liptagram,
targeting people in their
20s.

- Strong presence on
Instagram with over 140
thousand followers and
interactions.

product/brand
The demand for RTD Tea has increased throughout the years due to consumers preferring healthier beverages and perceiving RTD Tea as being a lower-calorie alternative,
according to Euromonitor International (2015). In March 2009, Snapple announced their efforts to reformulate their existing products to create a lower-calorie drink as well as using
natural ingredients, such as sugar, in place of high-fructose corn syrup in their RTD tea
products. In February 2012, Snapple launched their low-calorie alternative to their Half n
Half product, Diet Half n Half Lemonade Iced Tea, which was successful in expanding their market share, according to IBISWorld (2015). Snapple continued their efforts of
promoting a healthier beverage by launching new product packaging and introducing
Snapples Straight Up Tea in 2014, which contains only the few simple ingredients of
tea, water, sugar and natural flavors. Snapple has over 70 total products and flavors.
Snapple developed a brand image through their bottles unique charactaristics.
They are well-known for the snap of their bottle cap and Snapple facts featured
underneath. They are also known to go against the grain and have a quirky personality.

external internal

swot
strengths

weaknesses

Successfully went from a juice only company to a tea and juice company.

Snapple has increased in shares in the Juice

Drink category.

They have loyal consumers in the Heartland.

They lack in sales and top-of-mind awareness in the Non-Heartland.

Consumers ideal tea fits Snapple products

profile.

Their media mix is poor and their campaigns

lack in innovation.
Snapples social media interactions with
customers lack compared to competitors.

opportunities

threats

Snapple has increased in shares in the

Juice Drink category.

Snapple has decreased in shares in the RTD

category.

The companys brand identity allows them

to explore different creative.

Snapples message is not in line with current

consumers.

Consumers believe RTD teas are healthy

and lower calories.

Competitors have a bigger following on social media platforms and have creative
brand-to-consumer interactions.

key insights

1
2
3
4

Snapple must align their brand message with their

target audiences interests.

In order to break out of the Heartland, Snapple

must focus selling their product to a demographic
that makes up a larger population of America.

Snapple must position its product in a more creative way with a better media mix in order to reach
its audience.

Snapple must have more person-to-product interactions by being active on social and digital media,
and engage in public relations.

10

target audience
PRIMARY AUDIENCE

Meet Fred (30) and Laura (28). They met in college at San Diego State University
and have lived in San Diego, California ever since. Fred and Laura are not married, but
are planning to be. Although they do not have children, they consider their two
Golden Retrievers their babies.
Fred works as a marketing manager at a small business and Laura is a
photographer for a magazine. With their annual incomes they are able
to live comfortably in suburban San Diego.
Fred and Laura try to stay active as much as they can. They enjoy
going to the gym together. Fred usually lifts weights, while Laura
participates in yoga, pilates, or spinning classes. They spend a lot
of time doing outdoor activities such as running, hiking, paddleboarding, biking and walking their dogs.
Fred and Laura live off of caffeine and drink coffee or energy
drinks throughout the day.They are concious of what they eat
and are referred to as label-lookers by their friends. Their
favorite grocery stores are Whole Foods, Trader Joes and
Safeway.
They are avid media users and are on major platforms: Facebook, Instagram and Twitter. They read
online magazines like Cosmopolitan, BuzzFeed, GQ,
Entertainment Weekly, Mens Fitness and Modern
Bride and they follow various special intererst
blogs and vlogs. They enjoy watching television
series together such as The Game of Thrones,
The Bachelor, Empire, The Voice, New Girl,
Scandal, How to Get Away with Murder and
The Walking Dead.

80% of milleninals said they were more

likely to remember an ad if it was
funny (Mintel 2015)

11

target audience
SECONDARY AUDIENCE

Helen (46) and David (52) have been married

for 26 years. They live in the Upper East Side of
New York. They have three children that have
finished college and moved out on their own.
David is the CEO of a finance company
and Helen is a stay-at-home wife. She hosts
book club meetings and small mixers with
her friends.
Helen and David love drinking iced tea
and coffee as a healthy energy source.
They particularlly like to drink Snapple
products because of the great taste and
healthy benefits it offers.
David watches Fox Channel often,
and especially enjoys Bill OReilly in The
OReilly Factor. Helen likes to watch soap
operas and television series like Greys
Anatomy and The Young and the Restless.
She also watches talk shows hosted by
inspiring and empowering females such as
Oprah and The Ellen DeGeneres Show.
They both use mobile devices frequently, but
mainly to keep in touch with family members or
keep updated on business trends. Helen uses
Facebook daily to talk to her children. She
also follows Pinterest and blogs to help her
get inspiration for her events.

12

objectives overview

marketing objectives
PRIMARY

Increase purchase frequency in primary target audience from 1x to 3x per year by 2018.

SECONDARY

Increase purchase frequency in secondary target audience from 9x to 10x per year.

communication objectives
PRIMARY

Increase top-of-mind awareness from 15 percent to 50 percent in primary target audience

by 2018.

SECONDARY

Increase top-of-mind awareness from 50 percent to 75 percent with heavy Snapple users in secondary
target audience by 2018.

media objectives
PRIMARY

Reach 75 percent of primary target audience with an average frequency of 4 by 2018.

SECONDARY

Reach 80 percent of secondary target audience with an average frequency of 4 by 2018.

13

marketing objectives
marketing objectives
PRIMARY

Increase purchase frequency in primary target audience from 1x to 3x per year by 2018.

SECONDARY

Increase purchase frequency in secondary target audience from 9x to 10x per year.

strategy 1

Increase product sales of Snapple in primary and secondary audiences with sales promotions.

tactic 1
Feature 15% off digital coupons for 6-pack cases of Snapple that consumers can use towards their next purchase. These will run as Facebook ads and banner ads on Cosmopolitan.
com, GQ.com, Shape.com, EW.com, Allure.com and TravelWeekly.com. Users can download
the coupon to their phone, have it sent to their email or print it out.

strategy 2

Increase product sales of Snapple in primary audience with a vacation sweepstakes.

tactic 1
Promote 5 Night Jungle Bay Resort and Spa Dominica Getaway on Snapple bottle labels in Western
DMA states. Have five random Snapple caps feature a sweepstakes winner. Promote the sweepstakes on social media accounts. Create 30-second spot TV commercials promoting the sweepstakes on ABC, CBS, Discovery Channel, Travel Channel and TBS.

14

communication objectives

communication objectives
PRIMARY

Increase top-of-mind awareness from 15 percent to 50 percent in primary target audience

by 2018.

SECONDARY

Increase top-of-mind awareness from 50 percent to 75 percent with heavy Snapple users in secondary
target audience by 2018.

strategy 1

Increase brand relevancy of primary audience through word-of-mouth advertising.

tactic 1
Place Snapple kiosks in high foot-traffic areas in our target cities that ask passer-biers to fill in the phrase to
receive a free Snapple. The featured phrases will have weird laws about the particular state that they live in.
tactic 2
Have funny state law facts on Snapple caps.
tactic 3
Create in-store Snapple displays that have cardboard cut-outs of states with little-known facts
about the state the displays are located in.

strategy 2

Position Snapple as a health conscious brand to relate to target audiences interests.

tactic 1
Sponsor The Color Run in designated market areas. We will have name mentions on all event promotions
including event t-shirts, banners and advertisements. We will also have a lemonade stand-inspired booth
where we give participants free Snapple products at the Health & Fitness Fair.

15

media objectives
media objectives
PRIMARY

Reach 75 percent of primary target audience with an average frequency of 4 by 2018.

SECONDARY

Reach 80 percent of secondary target audience with an average frequency of 4 by 2018.

strategy 1

Increase reach with product placement.

tactic 1
Snapple product placement in target audiences most watched television series: The Walking Dead, Empire,
How to Get Away with Murder and Scandal.

strategy 2

Reach audience through sponsored content.

tactic 1
Sponsor episodes of popular YouTube vloggers and channels such as Smosh, FitnessBlender, ERB and
Carli Bybel.
tactic 2
Sponsored content story on Buzz Feed pertaining to healthy drink beverages.

strategy 3

Reach audience with print advertisements in magazines.

tactic 1
Run full-page print ads in Cosmopolitan, GQ, Shape, Entertainment Weekly and
Travel Weekly.

16

budget & scheduling

CALENDAR YEAR 2017
JAN
TRADITIONAL

FEB

:30 Spot TV Pri me (60u n its/month )

MAR

APR

M AY

JUN

JUL

AUG

SEP

OCT

N OV

DEC

T OTA L
$5,170,800

$1,292,700 $1,292,700 $1,292,700 $1,292,700

Cosmopolita n Full-Page Ad

$268,515

$268,515

$268,515

$268,515

$268,515

$1,342,575

GQ Full-Page Ad

$192,027

$192,027

$192,027

$192,027

$192,027

$960,135

Enterta i n ment Weekly Full-Page Ad

$204,900

$204,900

$204,900

$204,900

$204,900

$1,024,500

$26,795

$26,795

$26,795

$26,795

$26,795

$323,000

$161,500

$161,500

$323,000

$323,000

$323,000

$1,615,000

$853,737

$1,015,237

$1,015,237

$323,000

$10,246,985

Tr ave l Weekly Full-Page Ad

Sh a pe Full-Page Ad
T r ad it i on a l T ota l

$1,292,700 $1,292,700 $2,307,937 $2,146,437

BRANDED ENTERTAINMENT

:05 Product Pl acement- Sca nd a l

$100,000

:05 Product Pl acement- HTGAWM

$200,000

$100,000

$200,000

$100,000

$100,000

:05 Product Pl acement- Em pire

:05 Product Pl acement- Wa lki ng Dead

$122,975

$100,000

Buzz Feed Sponsored Content

$10,000

$10,000

Smosh Episode Sponsorsh ip

$10,000

$100,000

$100,000

$200,000

$100,000

$100,000

$300,000
$40,000

$10,000

$120,000

$120,000

ERB Episode Sponsorsh ip

$2,000,000

$2,000,000

FitnessBlender Episode Sponsorsh ip

$40,000

$120,000

$40,000

$120,000

Ca rli Bybe l Episode Sponsorsh ip

B r a nd ed E n t e r ta i n me n t T ota l

$200,000

$100,000

$100,000

$50,000

$2,010,000

$130,000

$130,000

$2,083

$2,083

$2,083

$200,000
$202,083

$300,000

$300,000

$160,000

$160,000

$160,000

$160,000

$160,000

$2,083

$2,083

$2,083

$2,083

$2,083

$2,083

$2,083

$200,000

$200,000

$200,000

$200,000

$200,000

$200,000

$200,000

$202,083

$362,083

$362,083

$362,083

$362,083

$362,083

$202,083

$3,220,000

PUBLIC RELATIONS
Inter active Kiosks
Color Ru n Sponsorsh ip

$2,083

Hea l th & Fitness Booth

P u b l i c R e l a t i on s T ota l

SALES PROMOTION

$2,083

$2,083

$800,000
$2,083

$24,996
$1,600,000

$2,083

$2,083

$2,424,996

In-Store Cut-outs

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$38,056

$456.672

Facebook Ads

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$60,000

$720,000

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$3,500

$42,000

$101,556

$101,556

$101,556

$101,556

$1,233,672

Top Ba n ner Ads (6 sites)

Ju ngle Bay Sweepsta kes (5)
S a l e s Promot i on T ota l

$101,556

$101,556

$101,556

$101,556

$101,556

$101,556

$101,556

$116,556

OTHER

ON
OFF

$15,000

$15,000

18.8%

TRADITIONAL

14.2%

BRANDED ENTERTAINMENT
PUBLIC RELATIONS
SALES PROMOTION

59.8%

7.2%

Production Costs

$1,712,565

Agency Fees & Resea rch

$2,568,847

Conti ngency

$3,211,060

O the r T ota l

$7,492,472

TOTAL COST =

$24,618,125

timing & geography

The campaign will start in January 2017 and run throughout the year till December 2017. The campaign will follow a pulsing schedule. Advertising will be heaviest in the warm, summer months of May, June, July, August and September.
The Jungle Bay Resort Getaway sweepstakes will be advertised from March
to June on spot TV commercials and five winners, one per DMA state, will be
selected in early August.
Other sales promotions will run continuously throughout the year and will be
offered nationally.
Snapple will be a premium sponsor for the 2017 Color Run and will appear at
the events taking place between the months of March and October.
Five interactive kiosks will be placed in seven DMAs for two months and
then moved to 8 new DMAs for another two months. This will take place
from May to September.
Product placements will occur during mid-season of the designated television shows, which are typically October, November, February,
March and April. These shows will air nationally. Sponsored content and
print ads will be placed during summer months from May to August.

We will market to the top 15 designated marketing areas (DMAs) in the Western part of the U.S.
Dallas, TX
San Francisco, CA
Los Angelos, CA
Houston, TX
Phoenix, AZ
Seattle, WA
Denver, CO
San Diego, CA

San Antonio, TX
Salt Lake City, UT
Colorado Springs, CO
Las Vegas, NV
Albuquerque, NM
Tucson, AZ
El Paso, TX

18

creative brief
PROJECT OVERVIEW
Create a n ad c a m p a i g n th at he l ps Sn a pp le re ac h a w ide r a ud ie nce, f ocusi ng on the a udie nce
th at is outsi de S n a pple s he a r t l a nd . Th is c a m p a ig n w il l i nc re ase product a wa reness a nd i ncrease sa le s ac ross the n ati on .
1.1 Target Audience
Our target audience are 25-34 year olds who are living in suburban areas in the Western US. They are college graduates with high annual income. These induvial are health conscious, active, and spend a lot of time outdoors. They are
on major social media platforms like Instagram, Facebook, and Twitter.

1.2 Measurement and Success Criteria

Snapple will measure the success of the campaign through tracking of sales, increase in social media following and
return of investment with online coupons.

1.3 The ONE Message

Laugh More, Live More

1.4 Tone
Snapple will be shown in a quirky and adventurous light and as a care-free brand that is considered a healthier
choice among other beverages. The brand wants to promote a healthier lifestyle, full of laughter and adventure.

1.5 Timing
The campaign will be run from January 2017 thru December 2017 and it will be centered in the summer months.

19

creative execution

your dream vacation

Commerical begins with woman

working out.

*Snap*

0 0:0 0:30 SPOT TV

Women drinks Snapple for

refreshment

*ambient background sounds*

Women finds herself in a jungle.

She is confused about her whereabouts.

win a trip to
jungle bay resort
Women finds herself being
pampered in begins
a beautiful
Commerical
with resort.
woman
working out.
*ambient background sounds*

She is happy with life and enjoying her adventure.

She finds herself back on the

beach, where the commercial
started. She laughs, astonished
by her imagination. She glances at Snapple product.

Narrator : Whats in your Snapple? You can be a lucky winner

and go on your dream vacation.
A 5 night vacation to the Jungle
Bay Resort is waiting for you
under a Snapple lid.

20

creative execution

interactive kiosk
In-Store CUt outs

IN NEVADA
It is illegal to
DRIVE a CAMEL
on the highway.

21

sources
Mintel. (2015). Tea and RTD Tea US July 2015. Retrieved on October 6, 2015 from Mintel
Academic database.
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Retrieved October 5, 2015.
Euromonitor International Inc. (2015, March). RTD tea in the US. Retrieved October 3, 2015 from
Passport GMID database.
Euromonitor International Inc. (2015, March). Dr pepper snapple group inc in soft drinks (USA).
Retrieved October 3, 2015 from Passport GMID database.
Euromonitor International Inc. (2015, March). Juice in the US. Retrieved October 3, 2015 from
Passport GMID database.
Ferolito, Vultaggio & Sons History. (n.d.). Retrieved October 5, 2015. Lipton Tea. (n.d.). Re
trieved October 5, 2015.
GfK Mediamark Research & Intelligence. (2014, Spring Product Report). Product: Beverages
ready to drink iced tea brank in last 6 months: Snapple: Adults. Retrieved from MRI Media
mark Reporter database.
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October 3, 2015 from IBISWorld database.
IBISWorld. (2015). Juice Production US (IBISWorld Industry Market Research). Retrieved
October 3, 2015 from IBISWorld database.
Snapple (2015). 2015-2016 Snapple case study. Retrieved October 3, 2015.
About AriZona Beverages - AriZona Beverages | Americas No. 1 Selling Iced Tea Brand. (n.d.).
Retrieved October 5, 2015.
Statista. (2015). US Market Share of Liquid Refreshment Beverages By Segment. Retrieved
from http://statista.com
Statista. (2015). Tea Market in the US Statista Dossier. Retrieved from http://statista.com
Phillips, J. (2014, December 1). RTD Tea Production in the US. Retrieved October 5, 2015 from
IBISWorld database.