Naked Juice Ad Plan

Table of contents
Introduction……………………………………….………2
Mojo Media
Executive Summary
Objectives
Situation Analysis.......…………………………………...5
Historical Context
Industry Analysis
Market Analysis
SWOT
Competitor Analysis
Objectives…………………………………………….…12
Quantitative Benchmarks & Time Frame
Budgeting……………………………………………..13
Method & Amount
Strategy …………………………………………………14
Target Market
Campaign Strategy
Execution…………………………………....…………17
Creative Objectives & Strategies
Creative Testing
Media Plan………………………………………37
Objectives
Strategies
Choices
Scheduling and Budgeting
Integrated Marketing Communications
Evaluation………………………………………………46
Criteria for Success-Measurement Methods
Marketing Recommendations
Conclusion……………………………………………..48
1
INTRODUCTION
Mojo Media
MoJo Media is a full service advertising agency dedicated to providing
companies with creative, executable, and effective ideas. We specialize in
helping brands take their company to a whole new level. By working
personally with each client, we are able to develop creative solutions to
transform the brand. We would like to thank Naked Juice for inviting our
advertising agency to design an advertising campaign. We are confident
that our advertising ideas will put some mojo into the way consumers see
your juice products.
2
INTRODUCTION
Executive Summary
Naked Juice presents an affordable and unique way for consumers to maintain
healthy eating habits in an on-the-go environment. The brand has relied on its
healthy share of the market along the West Coast since its inception in 1983
and has recently become the sales leader. However, Naked Juice does not
enjoy the same market share nationally.
As Naked Juice looks to maintain its position as a sales leader, MoJo Media has
designed a comprehensive plan to raise awareness among markets in the
Northeast, Midwest, and Mid-Atlantic regions of the country. Our campaign
goals are to raise product awareness and increase sales among 18-24 year-old
females in these regions. Our advertising efforts will emphasize the all natural
ingredients in the juice as well as the one pound of fruit in each bottle. By
promoting what makes Naked Juice unique from its competitors, MoJo Media is
confident that this campaign will be a success.
3
INTRODUCTION
Objectives
MoJo Media has designed a campaign to create awareness and stimulate sales of
Naked Juice in the Northeast, Midwest and Mid-Atlantic regions of the country. Before
designing our campaign, an in-depth situational analysis was conducted, examining
trends in the flash-pasteurized juice industry and the market, strengths and weaknesses
of Naked Juice’s competitors and prior significant events involving Naked Juice.
Utilizing this information, MoJo Media set two objectives for the campaign and a
timeframe to complete them. Working with Naked Juice, MoJo Media set a budget to be
used for the entire campaign.
With a budget in place, MoJo Media devised a clear and concise campaign strategy that
spells out what our campaign intends to accomplish and who the campaign would
target. MoJo Media’s execution strategies include copy strategies, copy objectives,
creative testing methods, and mock-ups of our proposed advertisements. A media
schedule and budget is included to detail the specifics of our campaign. We have also
included integrated marketing communications strategies that will supplement our
advertising ideas.
The final portion of our campaign includes evaluation criteria that will be used to judge
progress throughout the campaign as well as any final recommendations for marketing
Naked Juice.
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4
Situation analysis
Historical context
Naked Juice was started in 1983 by a young man in Santa Monica, California. Thirsty
beachgoers were delighted by this home-squeezed blend of fruits. The juice quickly
caught on and was adopted by a small discount grocery store near the beach. It soon
spread to neighboring stores and eventually across most of Los Angeles. Two
decades later, Naked has become a national brand dedicated to “creating the best allnatural, 100% juices and juice smoothies, made from the best bare-naked fruits, with
no added sugar and no preservatives.”
A rebranding campaign in 2005 helped Naked eclipse sales of the former industry
leader, Odwalla. Early in 2006, the company opened two new-direct delivery centers
in Sacramento, California and Seattle, Washington. Sales in Sacramento have
increased six-fold since its opening in January, and sales have increased two-fold in
Seattle since operation began in May. In November 2006, Pepsi bought Naked from
its most recent owners, North Castle Partners, to compete with Coca-Cola’s Odwalla.
Now that Naked is under the auspices of PepsiCo, changes in corporate culture are
likely. New ownership means an expansion in marketing and distribution. Naked is
likely to adopt PepsiCo’s core values. PepsiCo focuses on stimulating innovation and
placing an emphasis on results, especially ones that contribute to future growth. Other
brands under the PepsiCo name include Frito-Lay, Pepsi-Cola, Gatorade, Tropicana
and Quaker. With these changes, Naked Juice is quickly rising towards national
prominence in the super-premium juice market.
5
Situation analysis
Industry analysis
Before it was bought by PepsiCo, Naked Juice was the largest independent company in
the super-premium juice market. With the highest brand loyalty in the market, Naked
averages the highest amount of sales per store. Juices within this category are flashpasteurized and made with top quality ingredients. Flash pasteurization is different from
any other heat pasteurization process; it involves heating the juice to a high temperature
for at least 15 seconds and then rapidly cooling. This process kills potentially harmful
bacteria while maintaining color and flavor. The move from using the non-pasteurization
technique to the flash pasteurization technique occurred in 1996 after tainted,
unpasteurized Odwalla juice sickened many children and killed one.
Because of the freshness and the top quality fruits in super-premium juices, they are
highly perishable and have a short shelf life. Drinks must be kept below 38°F, thus limiting
distribution options and affecting how supply will meet the growing demand. Weather
conditions also have a large influence over the success in the market. The best, inseason fruits are selected from all over the world, and natural disasters could severly
reduce production of these juices. Disease outbreaks that cause recalls on vegetables
and fruits can reduce supply.
The rapid growth of this market has been driven by the revised food pyramid and the shift
towards making health-conscious decisions. To meet the increasing demand for healthy
beverages, new competitors have entered the super-premium juice market.
6
Situation analysis
Market analysis
The overall beverage industry’s growth rate is at 2.6 percent per year. The superpremium juice category grew 42 percent in 2005 and is currently a $640 million market
that is expected to reach $1.4 billion by 2008. This rapid growth reflects the increasing
trend toward healthy living. These juices are loaded with enough fruit to replace a
meal. Each bottle of Naked Juice, for example, contains one pound of fruit, the
equivalent to two servings of the recommended five servings a day. With busy school
and work schedules, people can make the healthy decision to grab a bottle of juice
instead of getting fast-food.
Apart from this trend towards healthier lifestyles, there are other factors that influence
consumer demand. Super-premium juices are in the higher price range and usually
generate demand from the middle-upper class market. According to MRI, there is a
greater demand for fruit juices from women than men. Sales of super-premium juices
fluctuate with the seasons of the year; typically sales are higher during the the summer
months. The short shelf-life of the drinks limits how many bottles consumers are
willing to purchase at one time. Also, disease outbreaks in fruits and vegetables not
only affect supply, but also consumer attitudes and purchases.
7
Situation analysis
swot
STRENGTHS
1.
2.
3.
4.
All natural.
Made with 100% real juices.
No added sugar or preservatives.
One pound of fruit in each bottle; equivalent
to two servings of fruit.
5. Freshest fruits from all over the world.
6. Fruits are hand inspected.
7. Use flash pasteurization process to sanitize
drinks.
OPPORTUNITIES
1. Recently bought by PepsiCo which will
expand the product’s distribution.
2. Can get involved with health related events
such as walks and marathons that benefit
health-related causes.
3. The revised food pyramid calls for more
fruit and vegetable consumption.
4. Supplements the trend toward a healthconscious lifestyle.
5. Has had great success with two newly
opened direct-store delivery centers in
Sacramento and Seattle. Opportunities to
open more centers.
WEAKNESSES
1. The small amount of delivery centers
limits product distribution.
2. Low consumer awareness of the product
3. Expensive (approx. $3.00 a bottle).
THREATS
1. Highly perishable with a short shelf life.
Must be kept in temperatures below
38°F to prevent spoiling. Limits
distribution.
2. More competition is entering the superpremium juice category.
3. Natural disasters and disease outbreaks
in fruits and vegetables can affect supply
and demand.
8
Situation analysis
Competitor analysis
Naked Juice’s main competitor within the super-premium juice category is Odwalla.
Odwalla is a subsidiary of Coca Cola while Naked is a subsidiary of Coca-Cola’s
competitor, PepsiCo. Other Naked competitors include Hansen’s Natural and Bolthouse
Farms.
STRENGTHS
1. Founded earlier than Naked Juice in 1980.
2. Bought by the Coca-Cola Company in
2002.
3. Helped popularize the flash pasteurization
technique, which eliminates harmful
bacteria without affecting taste.
4. Voluntarily recalled products during the
E.coli outbreak. Handled the crisis very
well. Acted immediately and accepted
responsibility. Provided up-to-date news
about the situation.
5. Offer more than just drinks. They have
Odwalla soymilk and food bars.
6. Fruits are cleaned very well before
processing.
WEAKNESSES
1. On October 20,1996 several cases of
E.coli were found in Odwalla drinks. This
outbreak caused one death and 66
illnesses.
2. Highly perishable with short shelf life.
9
Situation analysis
Competitor analysis
STRENGTHS
1. All natural.
2. Company has existed since 1935. It has
gained respect and recognition for
healthy fruit juices and products.
3. Unique packaging compared to
smoothie competitors.
4. Strong product placement on 9 different
popular television shows with over 21
appearances in the year 2005.
5. Positive media exposure in Forbes
Magazine in 2005. Named in the 200
best small companies.
6. Print advertisements appeal to all ages.
WEAKNESSES
1. Lack of strong name recognition within
the 18-24 year old audience.
2. Little variety of smoothie flavors
compared to competitors.
3. Packaging is not geared towards the 1824 year old audience.
10
Situation analysis
Competitor analysis
STRENGTHS
1. All natural.
2. Bolthouse Farms is known for its freshgrown produce, which is used in its
smoothie drinks.
3. Larger variety of unique flavors
compared to competitors.
4. Attractive packaging with descriptions of
each health benefit.
5. Advertising focuses on the drinks’
vitamins and nutrients.
WEAKNESSES
1. Negative national media exposure for
several cases of botulism.
2. Company boasts of their dedication to
Christ, discriminating against select
potential customers.
3. Product packaging is conservative and
may not appeal to all ages.
11
objectives
quantitative benchmarks & time frame
Two objectives have been set for the Naked Campaign in order to continue the
product’s recent success. First, despite the fact that Naked has recently become the
industry leader, our survey results indicate it still lags behind its closest competitor,
Odwalla, in product awareness among 18-24-year olds. Our advertising campaign will
target 18-24 year old females. We aim to double awareness from current levels of
15% to 30% over the span of the first three months of our campaign. Once awareness
has increased, we aim to increase sales among aware consumers by 20% over the
second set of three months of our campaign. We hope to maintain these new levels of
awareness and sales in the final two months of our campaign.
Our campaign will begin in March 2007, with a focus on creating awareness over the
first three months of our campaign. Starting in June 2007, our campaign will shift its
focus towards promoting sales over the next three months. The final two months of the
campaign, beginning in September and ending in October, will focus on maintaining
awareness and sales after the heavier portions of our campaign have concluded.
12
budgeting
Method and amount
For our advertising campaign, Naked Juice has allotted a $15 million budget. The
sum was determined by Naked using a percent of sales method. The allotted budget
will be distributed among the following media.
$766,584
5%
$5,880,000
39%
$1,703,323
11%
$784,000
5%
Magazines
Billboards
Spot Radio
Cable TV
Broadcast TV
$5,859,500
40%
13
strategy
Target market
Our advertising plan has a target market of health conscious 18-24 yearolds. In a society that has become more concerned with healthy living and
healthy eating, it is important that our advertising campaign emphasizes
the quality fruits and nutrition that Naked has to offer. We have selected
six major metropolitan areas in which we will focus our advertising efforts.
Naked Juice is perfect for people with busy schedules and active lifestyles.
14
strategy
campaign strategy
As mentioned before, Naked has the highest brand loyalty in the super-premium
juice category. This loyalty stems from the unique product concept that Naked
Juice has for its products. Consumers see Naked as a juice with many health
benefits. The strength of this product concept is the driving force behind our
campaign; it has helped shape our creative ideas. As a result, our advertising
efforts emphasize the all-natural juices and healthy ingredients that Naked Juice
has to offer.
Our survey results indicate that awareness levels of Naked Juice are low. Many
of those we surveyed had no knowledge of the brand, thus it is essential that our
advertising efforts focus on awareness. With the current trend toward healthy
eating, we want to raise awareness of the product as a nutritious drink to
stimulate sales among health conscious consumers. In particular, we are
targeting 18-24 year-old females, a health conscious consumer audience.
Our advertising campaign aims to increase awareness levels from 15-30% and
increase sales by 20%. A variety of specific media outlets have been selected to
reach the target audience when and where it will be most effective. Television,
print, radio, and billboard advertisements will be used to deliver our product
messages. Also, several integrated marketing communications tactics will be
used to reinforce our other advertising efforts.
15
execution
Creative Objectives & Strategies
COPY OBJECTIVES
¾ To increase awareness of Naked Juice.
¾ To inform consumers that the drink is made of all natural ingredients.
¾ To position the product as a healthy juice drink.
¾ To associate the product with all natural ingredients.
¾ To appeal to an 18-24 year-old female market.
COPY STRATEGIES
Our advertising audio and visuals focus on two messages:
1. Nothing to Hide
2. One Pound of Fruit in Each Bottle
We have selected these themes because they would be most effective in
reaching our health-conscious target audience of 18-24 year-old females.
The goals of our campaign are to increase product awareness and
increase sales. Therefore, we must first increase awareness of Naked’s
health benefits to stimulate sales of the product. We use product benefits,
sex appeal and humor as consistent themes in our advertisement to attract
the attention of our audience. Some advertisements are intended to raise
awareness of the product, and some are advertisements that are intended
to promote sales.
16
execution
Creative Objectives & Strategies: TELEVISION
The television commercials in our advertising plan are based on humor. Each
commercial ends with a button that leaves an upbeat, favorable impression on
the audience. Two of the three commercials have been produced by MoJo
Media. They use the message “Nothing to Hide” to inform consumers about
Naked’s all natural ingredients. The commercials use the pun “get naked” to
grab the attention of the audience. The first commercial, Get Naked, uses
both humor and sex appeal to draw interest; it involves a situation that women
can identify with. The second and third commercials involve everyday life
moments. Again, the humor of each situation helps simulate interest in Naked
Juice.
The first two commercials will be used to increase awareness. The third will
be used to promote sales because it assumes that people are familiar with
Naked Juice and informs potential consumers of product features.
17
Television commercials
Getting naked: “Nothing to hide”
A GUY AND A GIRL ARE
SITTING ON A COUCH. THEY
ARE ON A DATE. THERE IS
AWKWARD SILENCE.
CU GIRL
WS GUY AND GIRL ON COUCH;
THEY ARE FIDGETING. STILL
AWKWARD SILENCE
CU GUY
WS GUY AND GIRL ON COUCH.
GUY IS CONFUSED, BUT
PROCEEDS TO REMOVE HIS
SHIRT. WS REVEALS THAT THE
GIRL IS LOOKING IN THE
FRIDGERATOR.
GIRL: So, I’m gonna go get
Naked.
GIRL WALKS OUT OF FRAME.
GUY IS CONFUSED.
18
Television commercials
Getting naked: “Nothing to hide”
CU GUY’S CHEST
REMOVES SHIRT.
CU UNZIPS PANTS.
AS
HE
CU GUY TAKES OFF SHOE,
FALLS ON FLOOR.
WS GUY UNBUCKLES BELT.
MS GIRL AT FRIDGERATOR.
CU GUY STRUGGLES TO GET
PANTS OFF.
19
Television commercials
Getting naked: “Nothing to hide”
CU GUY SHAKES PANTS OFF
LEGS.
CU OF GUY’S LEGS AS HE
SLIDES HIS BOXERS OFF
MCU GIRL WALKS BACK INTO
ROOM CARRYING A BOTTLE
OF JUICE.
SHE HAS A
STARTLED LOOK ON HER
FACE.
GUY LYING ON COUCH IN
BACKGROUND. THE NAKED
JUICE
IN
FOREGROUND
COVERING THE “VITAL AREA.”
FULL SCREEN GRAPHIC. “NOTHING
TO HIDE” FLIES IN FROM THE LEFT.
[BUTTON]
WS GIRL RUNS OUT OF
APARTMENT DISGUSTED AND
GUY RUNS OUT AFTER HER
COVERING HIS BODY WITH
PILLOWS.
20
SFX: whoosh
V.O.: “Get Naked. We’ve got nothing to
hide. 100% all natural.”
Television commercials
Real estate agent: “Nothing to hide”
WS HOUSE WITH “FOR SALE”
SIGN IN YARD.
WS REAL ESTATE AGENT
(SARA) AND COUPLE ARE
STANDING IN LIVING ROOM.
SOT.: Hello, my name is Sara.
SARA: I’m going to be giving you
a tour of the house today.
MCU SARA.
WS DANK ROOM.
SARA: Termites!
SARA: This is the laundry room
and the living room.
COUPLE
ROOM.
LOOKS
WS COUPLE STEPS OUT ONTO
PATIO AND LEANS ON SIDE.
SOT: Careful sweetie. Don’t lean
on that, okay?
COUPLE IS STARTLED BY HER
COMMENTS
CU DIRTY PIPES. SARA POPS
HER HEAD INTO FRAME.
AROUND
SARA: Ewww, what’s that smell?
Must be the molding!
21
Television commercials
Real estate agent: “Nothing to hide”
MS
SARA
KITCHEN.
STANDING
IN
SARA: Let’s take a look at the
view, shall we?
SARA PULLS BACK CURTAIN
REVEALING THE NEIGHBOR
LOOKING IN THE WINDOW AND
WAVING.
SARA: Oh that’s our neighbor,
Ann, she likes to pop in
sometimes!
FULL SCREEN GRAPHIC
[BUTTON]
SARA: (laughing)
MS COUPLE QUICKLY RUSHES
PASSED SARA TO LEAVE.
FULL
SCREEN
GRAPHIC.
“NOTHING TO HIDE” FLIES IN
FROM THE LEFT.
SARA TURNS TOWARDS THEM.
SFX: whoosh
SARA: But I haven’t even shown
you the flooded basement yet.
No?
V.O.: “Get Naked. We’ve got
nothing to hide. 100% all natural.”
22
Television commercials
Breaking news: “one pound of fruit”
SLOW ZOOM IN TO WS ANCHOR AT
DESK.
ANCHOR: We interrupt this programming
to bring you breaking news. We take you
live to the scene.
MS WOMAN PUTS BOTTLE IN CART.
IT TURNS INTO FRUIT.
Woman: “I don’t know. Every time I go to
put this bottle of Naked Juice into my
cart, this happens!”
WS ANCHOR STANDING IN FRONT OF
JUICE AISLE. PEOPLE ARE RUNNING
AROUND IN BACKGROUND.
MS ANCHOR APPROACHES WOMAN.
ANCHOR: Excuse me ma’am, can you
explain what is going on?
ANCHOR: I am standing here in the local
supermarket where there seems to be a
strange phenomenon occurring related to
pounds of fruit and the juice drink Naked.
WS BOTH WOMEN STARING INTO
CART.
MCU ANCHOR LOOKING VERY
SHOCKED.
ANCHOR: Oh my goodness. This
appears to be a very serious situation.
23
Television commercials
Breaking news: “one pound of fruit”
FULL SCREEN GRAPHIC
FULL SCREEN GRAPHIC. “ONE
POUND OF FRUIT IN EACH BOTTLE!”
FLIES IN FROM THE LEFT.
WS WOMAN WALKING OUT OF
STORE. SHE IS STRUGGLING TO
CARRY BAGS FULL OF FRUIT TO HER
CAR.
SFX: whoosh
V.O.: Naked. One pound of fruit in each
bottle.
24
execution
Creative Objectives & Strategies: PRINT
MoJo Media has designed a series of four print advertisements. The first
advertisement was designed with our female target audience in mind. This
advertisement is to be used in conjunction with the awareness phase of our
campaign. Humorously, it explains that Naked Juice has “nothing to hide”
because it is 100% all natural.
The other three print advertisements involve cartoon creations. In these ads
the specific flavor of Naked Juice has been brought to life in a cartoon form.
Every fruit that makes up the cartoon figure is a fruit that is found in that flavor
of Naked. The colors are vibrant and the copy is simple, capturing the
attention of readers. The cartoon creatures are visually appealing, drawing
readers in to read more about Naked. These ads emphasize the product’s
nutritious benefits and promote the message “one pound of fruit in each
bottle.” The continuity in these ads helps to maintain awareness of the brand,
and promote sales for different flavors. We will use these ads primarily during
the sales phase.
25
PRINT ADVERTISEMENTS
Liar: “NOTHING TO HIDE”
26
PRINT ADVERTISEMENTS
Green monster:“one pound of fruit in each bottle”
27
PRINT ADVERTISEMENTS
Power-c: “one pound of fruit in each bottle”
28
PRINT ADVERTISEMENTS
Orange mango motion: “one pound of fruit in each bottle”
29
execution
Creative Objectives & Strategies: RADIO
Radio writing has to be clearer than any other kind of copywriting. We will
place two commercials on spot radio. The first is similar to the television
commercial, Get Naked. It makes use of various sound effects to make the
scene come to life. People are busy driving when they listen to our ads, so
we have designed them to be entertaining to listen to. The message at the
end of the commercial is catchy, simple, and easy to remember. Both
commercials will run during the awareness phase because they are effective
in informing people about the health benefits of Naked.
30
Radio commercials
Get naked: “nothing to hide”
SFX
AUDIO
SFX: Digital Whoosh
NARRATOR: Don’t let this happen to you:
SFX: Background Motown music
BOY: Do you want to sit on my couch with me?
GIRL: Um, ok.
BOY: This is nice.
GIRL: I’m going to go get naked.
BOY: Oh my god…
SFX: Footsteps
SFX: Fridge Door
SFX: Gulp
GIRL: Mmm.
SFX: Footsteps
GIRL: What are you doing??
SFX: Background Motown music fades down
BOY: Oh my god, what?!
GIRL: Put some clothes on!
31
Radio commercials
Get naked: “nothing to hide”
BOY: I thought you said you were going to get naked!
GIRL: Yeah Naked, like the smoothie drink.
SFX: Background Motown music fades up
NARRATOR: Get Naked. We’ve got nothing to hide.
BOY: Can I have a sip?
32
Radio commercials
What ‘s that?: “nothing to hide”
SFX
SFX: Background Upbeat Music
AUDIO
KATIE: Whacha drinking Chelsea?
CHELSEA: Naked Juice.
KATIE: (laughter)…Naked Juice? What’s that?
CHELSEA: Oh, it’s a fruit and smoothie drink.
KATIE: Oh, I hate smoothies; they have so much sugar in
them.
CHELSEA: Not Naked. It’s 100% natural with a pound of
fruit in every bottle.
KATIE: A pound of fruit in every bottle?
CHELSEA: Yeah, isn’t that crazy? It comes in delicious
flavors like Strawberry Kiwi Kick & Orange Mango Motion. I
discovered them 3 months ago & they’re so good that I
can’t stop drinking them.
KATIE: Wow that sounds amazing.
CHELSEA: Yeah.
KATIE: So, can I have a sip?
CHELSEA: I just took the last gulp, sorry Katie.
33
Radio commercials
What ‘s that?: “nothing to hide”
KATIE: Not now mom, I gotta go get Naked.
SFX: Cell Phone Rings
NARRATOR: Naked. With a pound of fruit in every bottle,
we’ve got nothing to hide.
34
execution
Creative Objectives & Strategies: BILLBOARDS
The visual on this billboard is shocking enough to catch the attention of any 18-24 year-old female who drives
passed it. The sex appeal used in this advertisement is exactly what attracts the attention of this target audience.
We will use this billboard during our awareness phase; it is sure to generate some buzz and make people want to
know more about Naked. It is sure to be remembered in an unaided recall test!
35
execution
Creative TESTING
MoJo Media understands that an advertising plan means nothing if it is not
effective. That is why we will pretest and posttest all of our creative ideas to
prevent costly errors.
We will use a variety of qualitative and quantitative techniques to pretest for
likeability and comprehension of our message. Through direct questioning of
members of our target audience, we will determine how well our
advertisements convey copy points. We want to ensure that our efforts are
raising awareness about Naked’s all natural ingredients. To pretest our
commercials, we will conduct central location tests in shopping malls located
in each of our six target cities. Participants will be asked questions about
Naked Juice before and after exposure to the commercials. We will also
conduct clutter tests with focus groups to measure effectiveness,
comprehension and attitude shifts.
Our agency will conduct posttests to measure campaign success in achieving
our goals of increasing awareness and sales. Attitude test results will indicate
if consumers have a favorable image of Naked Juice, and would therefore
consider purchasing the product. Since we are placing our ads in targeted
markets, we will use inquiry tests to determine an ad’s attention-getting value.
We will also use sales tests to measure success in sales.
36
EXECUTION
MEDIA PLAN: OBJECTIVES
REACH THE TARGET AUDIENCE
As a drink with 100% all natural juices and wholesome ingredients, Naked
targets the health-conscious. Our advertising plan is targeted towards 18-24
year-old females who live healthy and active lifestyles. Each bottle of Naked
Juice is loaded with one pound of fruit and can serve as a meal for women on
the go. Naked Juice is the perfect supplement to a busy schedule and an
active lifestyle. Our advertisements will inform female consumers that Naked
Juice is the perfect fit for a healthy lifestyle.
GEOGRAPHIC SCOPE OF THE PLACEMENT
Our advertisements will be placed in a combination of national, regional and
spot media. We will be purchasing advertising space in the national
magazines People, Spin, Rolling Stone and Cosmopolitan. Regionally, we will
display advertisements on billboards. We will use spot radio, and broadcast
and cable television as channels to deliver our messages.
MESSAGE WEIGHT
Currently, Naked Juice has high awareness and strong brand loyalty on the
West Coast, where the juice drink originated. However, awareness of Naked
products remains low as you move east. We have selected six major
metropolitan areas in the Northeast, Midwest and Mid-Atlantic regions of the
country where we will heavily focus our advertising efforts. These key
locations will provide the exposure we need to effectively reach busy, female
consumers.
37
EXECUTION
MEDIA PLAN: STRATEGIES
REACH AND FREQUENCY
With a specific target market of 18-24 year-old females, our media plan aims
to have a reach of 85% and a frequency of 6.
CONTINUITY
Our Naked Juice advertising campaign will be executed using a pulsing
schedule. Since this campaign is designed to increase awareness and sales
of the product, it is important to advertise heavily in the beginning of the
campaign to achieve maximum awareness of the product. Our campaign is
organized and divided into five separate phases in an eight month campaign,
beginning on March 4, 2007 and ending October 20, 2007. In the first phase
which includes all of March, April, and May, the focus will primarily be on
awareness of the product. Cable television, spot radio, and billboards that will
coincide with the magazine advertisements will be featured during this period.
The second, third, and forth phases will focus primarily on increasing sales
and will each be one month long from June to August 2007. Throughout these
phases, cable television and magazines will be used along with the
introduction of our broadcast advertising in Project Runway, starting the
second week of July. The last phase is maintenance of awareness and sales
with advertisements placed during Project Runway. By using this pulsing
strategy, our campaign will achieve optimal frequency and reach, and keep the
target market aware of Naked’s all natural benefits.
38
EXECUTION
MEDIA PLAN: STRATEGIES
LENGTH/SIZE OF ALL ADVERTISEMENTS
The four print advertisements will focus on gaining awareness and sales. The first
advertisement will be in print during the first phase to gain awareness throughout
the target market. Each subsequent advertisement will be introduced throughout
the second, third, and forth phase and will be similar in format, imagery, and
content to obtain greater recognition. The size of the print advertisements will
follow the standard 7”x10” format in both People and Cosmopolitan magazine.
Rolling Stone’s advertisement will be adjusted to fit their 9” x 11” format and Spin’s
advertisement will also be slightly adjusted to fit their 8.5” x 10.313.”
The campaign’s billboard advertisement will be seen during the awareness phase.
Billboards will be placed in some of the US’s top populated cities to reach a greater
number of potential viewers. The size of the billboard will be 14’ x 48.’
Each of the three television ads that will be placed on broadcast and cable
networks will be 30 seconds long. The Get Naked and Real Estate commercials
will air during the awareness phase, and the Breaking News commercials will air
during the sales phase.
Spot radio will also be used in the same cities as the billboards are placed to
ensure greater frequency within the demographic market. Trends tend to catch on
quicker in urban areas. Therefore with having both spot radio and billboards
placed in urban areas during our awareness campaign, information through word
of mouth to surrounding areas can be spread to start the buzz about Naked Juice.
39
EXECUTION
MEDIA PLAN: choices
MEDIA MIX
Magazines
Rolling Stone
Spin
Cosmopolitan
People
Radio
Advertisements will be placed on
spot radio in the following cities:
New York City
Philadelphia
Boston
Baltimore
Washington D.C.
Chicago.
Each of these cities will have ads
placed on three radio stations in
their area.
Billboards
Billboards will be placed in some of
the most populated U.S. cities:
New York City
Philadelphia
Boston
Baltimore
Washington D.C.
Chicago.
Broadcast TV
Project Runway
Cable TV
The Daily Show
The Colbert Report
40
EXECUTION
MEDIA PLAN: choices
MEDIA JUSTIFICATION
Broadcast and Cable TV: The Daily Show and Colbert Report have become popular and trendy
ways for younger audiences to get their news. By placing the ads on both the Daily Show and the
Colbert Report, we increase frequency among viewers because both shows are on Comedy
Central one following the other. Advertisements placed on these shows will air throughout the
first four phases. Advertisements during Project Runway will also run simultaneously with these
shows through most of phase three, all of phase four, and will last until the third week in October,
ending phase five. As one of the top rated shows on broadcast television, Project Runway,
focuses on fashion and draws in a large female audience that we are targeting.
Billboards: Our target audience of 18-24 year-old women are often on the go and endure a
hectic lifestyle. Billboards will be a quick way to get our message across to the target audience
when they are traveling to and from work. Naked Juice is a product that is a quick, easy, and
healthy meal that can be consumed on the go.
Magazines: We chose magazines that focused on readers who were concerned with the latest
trends in fashion, music, health, beauty, and popular culture. Naked’s all natural ingredients
mesh well with today’s growing trend for a healthier lifestyle. By placing ads in magazines like
People, Spin, Rolling Stone and Cosmopolitian we reach the target audience we are looking for.
Radio: We chose to air 30 second radio spots in six of the biggest cities in the eastern United
States. Radio has the ability to reach people while they are “on the go”, which will help us
capture the attention of our target audience. Since our target audience is made up of people 1824 years of age, we chose to have our ads playing on the formats of Hot A/C, CHR-pop, and
Modern Rock. Although Hot A/C is described as “Adult Contemporary”, it is designed for a
general audience. With current hits and old-time favorites, Hot A/C stations attract people of all
ages, particularly a younger audience. These stations concentrate on the most popular upbeat
music within the last year. CHR-pop (“Contemporary Hits Radio”) is comprised of brand new
release of singles off of Billboard’s top 100. The target audience of CHR-pop is comprised of
people 15-30, which perfectly fits our target audience. The last format we chose, Modern Rock,
directly targets the college population. Modern Rock stations concentrate on break-out artists and
cutting-edge singles.
41
EXECUTION
MEDIA PLAN: choices
COMPETITIVE MEDIA ASSESSMENT
Positions itself as a refreshing
beverage, free of all the
unhealthy ingredients normally
found in foods and drinks.
Odwalla uses print
advertising. Their
advertisements convey a
care-free, down to earth
perspective on life with fresh,
delicious smoothies.
Positions itself as America’s
natural beverage company.
They describe their smoothies
as a healthy alternative with
delicious flavors.
Hansen’s uses print
advertising, as well as coupon
books. Their print
advertisements use a slice-oflife strategy with people of all
ages.
Positions itself as a premium
Bolthouse Farms uses print
provider of the best fruits and
advertising. They focus on the
the healthiest beverages made homegrown aspect of their
from homegrown produce.
product and the freshness of
their produce.
42
EXECUTION
MEDIA PLAN: Scheduling and buying
Cable
Title
Daily Show/Colbert Report
Daily Show/Colbert Report
$
$
CPM
14.00
14.00
Rating
20 $
15 $
Cost
280,000.00
210,000.00
Ads
Ads Purchased
Ads Purchased
Ads Purchased
Ads Purchased
Total Phase 2
Total Phase 5
Purchased in
Total Phase 1
Phase 2
Phase 3
Total Phase 3
Phase 4
Total Phase 4
Phase 5
12 $
3,360,000.00
0 $
0 $
0 $
0 $
0 $
4 $ 840,000.00
4 $ 840,000.00
4 $ 840,000.00
0 $
-
Total
$ 3,360,000.00
$ 2,520,000.00
TOTAL
$ 5,880,000.00
Broadcast
Title
Project Runway
$
Rate
56,000.00
Ads
Purchased in
0 $
Total Phase 1
-
Ads Purchased
Total Phase 2
Phase 2
0 $
-
Ads Purchased
Ads Purchased
Ads Purchased
Total Phase 5
Phase 5
Phase 3
Total Phase 3
Phase 4
Total Phase 4
3 $ 168,000.00
4 $ 224,000.00
7 $
392,000.00
Total Phase 1
439,776.00
79,056.00
30,024.00
34,344.00
29,808.00
153,576.00
Ads Purchased
Phase 2
0
0
0
0
0
0
Ads Purchased
Phase 3
0
0
0
0
0
0
TOTAL
$
Ads Purchased
Phase 5
0
0
0
0
0
0
Total Phase 5
$
$
$
$
$
$
-
Total
$ 784,000.00
784,000.00
Spot Radio
Location
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago
$
$
$
$
$
$
Rating
CPM
6.00
6.00
6.00
6.00
6.00
6.00
25
25
25
25
25
25
$
$
$
$
$
$
Cost
12,216.00
2,196.00
834.00
954.00
828.00
4,266.00
Purchased in
Phase 1
36
36
36
36
36
36
$
$
$
$
$
$
Total Phase 2
$
$
$
$
$
$
-
Total Phase 3
$
$
$
$
$
$
-
Ads Purchased
Phase 4
0
0
0
0
0
0
Total Phase 4
$
$
$
$
$
$
-
Total
$ 439,776.00
$
79,056.00
$
30,024.00
$
34,344.00
$
29,808.00
$ 153,576.00
TOTAL
$
766,584.00
Magazine
Title
People
Rolling Stone
Cosmo
Spin
Frequency
Weekly
Bi-monthly
Monthly
Monthly
Circulation
3,823,604
1,432,816
2,908,861
501,260
$
$
$
$
Rate
198,500.00
131,350.00
166,200.00
47,700.00
Ads
Purchased in
12
5
3
3
$
$
$
$
Cost Phase 1
2,382,000.00
656,750.00
498,600.00
143,100.00
Ads Purchased
in Phase 2
2
1
1
1
Cost Phase 2
$ 397,000.00
$ 131,350.00
$ 166,200.00
$
47,700.00
Ads Purchased
in Phase 3
2
1
1
1
Cost Phase 3
$ 397,000.00
$ 131,350.00
$ 166,200.00
$
47,700.00
Ads Purchased
in Phase 4
2
1
1
0
Cost Phase 4
$ 397,000.00
$ 131,350.00
$ 166,200.00
$
-
Ads Purchased
in Phase 5
0
0
0
0
Cost Phase 5
$0.00
$0.00
$0.00
$0.00
Total
$ 3,573,000.00
$ 1,050,800.00
$ 997,200.00
$ 238,500.00
TOTAL
$ 5,859,500.00
Used
Left
############
$
6,592.20
Billboards
Location
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago
Population
8,143,197
1,463,281
559,034
635,815
550,521
2,842,518
$
$
$
$
$
$
Cost/Day
(100GRP)
16,286.39
2,926.56
1,271.63
1,118.07
1,101.04
5,685.04
Cost (60
Days)
$ 977,183.40
$ 175,593.60
$
76,297.80
$
67,084.20
$
66,062.40
$ 341,102.40
TOTAL
$ 1,703,323.80
43
EXECUTION
MEDIA PLAN: Scheduling and buying
Weeks
MEDIA
Cable
Daily Show/Colbert Report
March
April
May
June
July
Aug
Sept
Oct
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Broadcast
Project Runway
Spot Radio
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago
Magazine
People
Rolling Stone
Cosmo
Spin
Billboards
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago
44
EXECUTION
Integrated Marketing Communications
Naked Juice will employ a variety of IMC tactics to strengthen the
effectiveness of the advertising plan and increase sales. To create customer
loyalty, coupons for discounts off Naked Juice purchases will be attached to
bottles. The coupons will be valid for three months (May-July). Point-ofpurchase displays will also be exhibited in grocery stores with heavy exposure
in college towns to maintain awareness. A Naked Juice truck will also travel
across the country. The truck will visit various cities across the United States,
appearing at outdoor summer concerts and college events. The truck will
coast on vegetable oil, to reflect Naked Juice’s concern for the environment.
This will help to spread awareness that Naked is an socially responsible
company.
We would like to stage some high profile events in largely populated areas like
Times Square. Men with Naked Juice bottles painted on their chests and
backs will walk around wearing only little shorts. Samples will also be given
out to introduce people to the product and stimulate future purchase. This will
create buzz and drastically increase awareness of the product.
As a super-premium juice company, Naked can sponsor health related events
like “Jumprope for Heart.” Not only will this increase awareness, but it will
establish the company as a community supporter.
45
Evaluation
Criteria for success-measurement methods
The two goals we set in this advertising campaign are to increase awareness
of Naked Juice from 15%-30% and to increase sales by 20%. To monitor our
progress towards meeting our objectives we will conduct a survey before
implementing the plan, after each phase, and finally at the end of the eight
month campaign.
The survey will include geodemographic questions,
purchase history, awareness of the product, and attitude towards the brand.
By surveying after each phase, we can reassess our advertising efforts and
make the necessary changes to keep us on the path to success.
As we mentioned earlier, we plan on conducting posttesting to measure
consumer attitude towards the product. It is important that consumers are
pleased with Naked Juice and that they see it as a healthy drink option. We
will interview 1000 consumers after every phase to see if our advertising
efforts are being effective in raising awareness and promoting purchases. We
can determine the success of our sales goals quantitatively by conducting a
sales test. Using these measurement methods, we can know if our advertising
campaign was successful in meeting our goals within the timeframe.
46
Evaluation
Marketing recommendations
Product
- Make package more clear, to fit with the “naked” image
Price
- Lower prices, the high prices discourage people from purchasing.
Placement
- Expand distribution area.
- Keep product location consistent within grocery stores. For example, near
the yogurt section.
Promotion
- Offer more coupons on a national scope, not just on the West Coast.
Other
- Extend the brand to produce other healthy snacks like nutrition bars or dried
fruit. Competitor, Odwalla, produces other products besides juice.
47
conclusion
Thank you again, for the opportunity to
propose our ideas. I hope you can see how
we can put some of our own mojo into your
juice!
48