Media Planning for Arizona Tea

A-Plus Ad Agency
Gina Boss Tori Davila
Lydia Genovesi Kat Leising
Madison Moreno Jake Samaneigo
Abby Watson
12/10/15 Fall 2015
Media Planning 3372
Texas State University
Table of Contents
Executive Summary……………………….. 3
Situation Analysis …………………………. 4
Cultural Context ……………………………. 5
Company ……………………………………..6
Current Consumer …………………………..7
Competition …………………………………..8
Target Market Definition……………………..9
Advertising Objectives……………………...10
Media Objectives …………………………..11
Media Strategy ……………………………..12
Media Mix …………………………………...13
Flowchart …………………………………….14
Executive Summary
Consumers are desiring more personalized and custom products. They want real brand engagement with followers via social media.
Our product has a unique and easily recognizable design. It’s sold in most grocery and convenience stores making it very easy to
obtain Our current consumer is young males age 18-24 with a low household income and that are concerned with health benefits.
We have the upperhand on our competition. The average price of a single can of Peace Tea is $1.39. Snapple doesn’t have a wide
variety of their product as compared to the many flavors and products we have. On the other hand, our competition has opportunities.
Snapple is the leading produce of flavored drinks and Peace Tea has a very customer interactive web page.
Our marketing goal for the advertising campaign is to increase domestic sales of Arizona Tea by the end of 2016 , and the
communication goal is for the campaign to raise awareness that the drink is worth the price because you get more bang for your buck.
We used MRI research to find our target market, which is what we like to call the “Bargain Boys”. Our market consists of African
American young men who did not attend college. We plan to increase the current consumption of the current users and also plan to
target brand switchers who would prefer a tea brand other than Arizona. We want people to purchase and enjoy our tea brand,
Arizona Tea.
We decided on a flighting strategy and having the reach/frequency low in January-March, and October-November and making the
reach/frequency both high in the summer months, encouraging consumers to drink cold tea when the weather is hot. We will use a
bigger amount of our budget in these warmer months so we can push people to drink them on the go for example, taking a road trip
and stopping at a convenience store to get a tea.
Executive Summary
We chose to go with cable TV, an influencer such as a celebrity, and social media for our paid media strategy. In order for
Arizona Tea to be competitive in the market, cable television must be used because it takes the lead in the category mix. As
for the influencer, we would seek out social media personalities to promote our brand on their personal social media
channels. We would also pay for sponsored ads on Facebook. The tactics we decided to use for paid media include putting
ads on MTV, Fuse, and FX and hiring celebrities like Rob Drydek, Ryan Sheckler, Nylah Huston, and Paul Rodriguez to
promote our product, and using Instagram, Facebook, Snapchat, and Spotify as well.
For our owned media strategy and tactics we would use in-store distribution such as selling a bundled basket at a grocery
store and having a brand Snapchat, Instagram, Facebook and Twitter to promote our product.
As for earned media we want our consumers buzzing about our product. We will help kick off this buzz by helping young
journalists by giving them some insight and exclusives about our new products as a free way to publicize. By handing out
samples of our product at outdoor concerts and festivals such as Fun Fun Fun Fest in Austin will create a buzz as well. By
giving local bars cases of our product and pairing it with alcohol, using Arizona Tea as a mixer, this would appeal to our
target market as well.
Cultural Context
Consumer trends: More personalized and
custom products, identifying emotional values,
multiculturalism, reaching outside brand (ex:
Fashion, sports, sponsorship)
○ Technology trends: real brand engagement
with followers via social media.
○ Development Trends: consumers
experimenting with various tea flavors resulting
in tea companies creating more specific
flavors.
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Company
Product
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Brooklyn, New York, 1971
Unique designs to catch the
○
eye
Arizona Tea has everything
from carbonated drinks to
an array of snacks and
everything in between.
Tea: carbonated, half & half,
regular, green
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Coconut water, normal
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water, flavored juices
Coffee, just add water mixes ○
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Diet/low calories drinks,
powdered mix
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Energy drinks
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Different snack
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Merchandise
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Place
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Arizona tea is sold in
most grocery stores and
convenient stores
around the country. You
can even buy their
products online at
Amazon.com
H.E.B
Walmart
Target
CVS
Walgreens
Valero
Exxon
○
Shell
Price
Their signature ‘big can’ ○
is still priced at just 99
cents. They do sell pre○
printed cans with their
suggested retail
because they wanted to
force retailers into
○
selling at that price.
Retailers, however, are
independent business
people and can set a
price whatever they
prefer. They do also
make and sell nonpriced cans as well.
Amazon pricing: $8.9955.21 for bulk
purchasing
Promotion
“Refreshingly healthy,
naturally tasty, drink up”
Highlight the brands
refreshing taste and
natural ingredients
Sets themselves about
by selling multiple flavors
all brewed from fresh tea
leaves
Current Consumer
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Young adults ages 18-24.
Household income less than
$20,000.
Consumers that are concerned
with health benefits.
Individuals who are budget
conscious.
53.1% of Arizona Tea Drinkers are
women while 46.9% were men.
Competition
Target Market Definition
Advertising Objectives
The marketing goal for the 2016 advertising campaign is to
increase domestic sales of Arizona Tea by 10% by the end of
2016.
The communication goal for the 2016 advertising campaign is to
increase awareness by 20% that you get more bang for your
buck with Arizona Tea.
Media Objectives
Paid Media Strategy
PAID
Cable TV
Rationale
● In order for Arizona Tea to be competitive in the market, we recommend Cable
●
Television. Cable TV takes the lead in the category media mix at 61.5% with Network TV
close behind at 31.5%. Since Arizona Tea is well known brand, we should focus on more
reach than frequency with advertisements put on channels like MTV, Fuse, FX and
various other channels similar to these.
It is recommended that we allocate some of our advertising budget to Cable TV.
Influencer
●
Seek out social media influencers to promote brand on their own personal social
channels. Pay influencers per post/mention in their social outlets in exchange for
exposure.
Social Media
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Paid sponsored posts through Influencer’s social media channels.
Paid boosted posts on Facebook.
Owned Media Strategy
Medium
Rationale
In-store distribution
We would like Arizona to be in a “bundled basket” at grocery
stores such as H-E-B, Kroger, Meijer, and Winn-Dixie in our target
geographical area and give a deal such as “buy a 5 can basket
and get it for the price of 4”. This will encourage our market to buy
a basket to save money or even to give as a little gift. We will have
cardboard cut-outs of cans of Arizona Tea to lure consumers to
the section with the baskets. This could be advertised on cable or
network television so it could be integrated with paid media.
Social Media Advertising
(Instagram)
Everyone is on social media this days, especially our target
market age range. Our respondents use social media such as
Facebook, Twitter, and Instagram throughout their day. This will
help our reach goals as social media is used by almost everyone.
Frequency is not as important because it could get annoying
whereas reach could be more impactful. Instagram has a way for
companies to have a “sponsored” photo which would come on
everyone’s Instagram feed whether they follow our company or
not which would be great for Arizona Tea for reach purposes as
well as gaining followers.
Earned Media Strategy
Of course we want our consumers buzzing about our product these are a few things that we do to create
the buzz
-Help young and upcoming journalists: This is a free way to publicize. If we are releasing a new product we
could give an aspiring journalist some insight about our product, give them the exclusive to help them out
as well as our new product.
-By handing out small samples at free outdoor concerts or festivals would be a great way to create some
extra buzz about the brand. For example Kaboom town in Addison, Texas or Fun Fun Fun Fest in Austin
Texas, there are many other festivals that our target market attends regularly that would open the door
for great opportunity to create some earned media for Arizona tea.
-Talking to local bars to use our product as product of the day by giving them a few cases and pairing it
with a whiskey or vodka to put the idea in our consumer's head that Arizona tea would also be a great
mixer, this would appeal to all aspects of our target market.
Media Mix
Flowchart