EXECUTIVE SUMMARYEight OClock Coffee has been around as a quality choice of coffee since 1919. However, the brand is not as recognizable to younger coffee drinkers. Royals Advertising has taken on the challenge to bring back Eight OClock Coffee in the minds of consumers.
OVERVIEW Our campaign will effectively reach our tar-get market, women ages 35-54, and second-ary target market, woman ages 24-34. These women have heard or seen Eight OClock Coffee, but view it as a brand of the past. Royals DejaBrew campaign will bring back the brand while relating to our target market. Our ads will be seen in magazines, online, and out-of home.
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY2 AGENCY STRATEGY3 HISTORY4 ENVIRONMNETAL5 COMPETITOR6 SWOT ANALYSIS7 OBJECTIVES AND BUDGET9 RESEARCH11 BRAND VALUE PROPOSITION12 TARGET MARKET PROFILES14 CAMPAIGN STRATGEGY15 BIG IDEA16 CREATIVE STRATEGY17 EXECUTIONS20 CREATIVE TESTING RESULTS21 MEDIA OBJECTVIES&STRATEGY22 MEDIA CHOICES25 MEDIA SCHEDULE26 MEDIA BUDGET27 BRAND ACTIVATION30 EVALUATION32 CREATIVE BRIEF33 PROFILES35 END NOTES
Duke Creative Brainstorm
Weve never seen a diamond in the flesh, but we know good advertisements when we see them. Here at Roy-als Advertising Company, we strive to make all of our clients ads rule over their competition. We were found-ed in 2002 by Lorde Barrington as a full-service agency and ever since then, weve treated every customer as a Queen Bee; making sure all their needs are met. Our advertising plans are unique and create a different kind of buzz in the industry. And everybody that knows us knows, were fine with this, it gives our clients the edge. We dont embellish in all of the luxe that the big adver-tising firms usually do because we care about keeping our costs down for our customers while still providing the best quality possible. Pleasing the customer runs in our blood and with Royals Advertising Company, well let you live your fantasy.
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HISTORYIn 1859, The Great Atlantic & Pacific Tea Company (A&P) started selling their own brand of whole coffee beans. In 1919, this brand became known as Eight OClock Coffee. The name came from a survey that A&P did which revealed that most Americans drank their coffee at 8 a.m. and 8 p.m. By 1930, the brand became the most popular brand of coffee in the USA and remained in that position until the 1950s when A&P start-ed closing many of their stores and began leaving the U.S. mar-ket. In 2003 the brand started selling ground coffee, but at that time the brand was in the process of changing ownership and eventually ended up in the hands of Tata Global Beverages in 2006. In August of 2013, the Eight OClock Coffee rebranded to resemble their initial vintage look.
TECHNOLOGICAL FORCES:It is statistically proven that k-cups and single brewing coffee systems are on the rise which is no problem for Eight O Clock Coffee. Even though the brand started in the mid 1900s with just ground coffee and whole beans, it has been evolving with the changing times and can accommodate all of the new styles and techniques people are using to make their own coffee at home.
COMPETITIVE FORCES:Eight O Clock Coffees main competitors are Folgers and Maxwell House, but Eight O Clock has set itself apart from the competition with its unique selling propositions. Eight O Clock Coffee a traditional and old-fashioned brand that has become a household name passed down through generations. They have multiple different forms, flavors, and packages for their coffee and support the Dress for Success Campaign, helping them gain a competitive advantage over other coffees targeted to people in the professional world.
ECONOMIC FORCES:Consumers are looking to purchase a brand of coffee that makes them feel thrifty and financially savvy yet isnt so inexpensive that the quality and taste appear to be dissatisfactory. Eight O Clock Coffee distributes their products at convenient locations around the country including Walmart, Wegmans, Price Chopper, Winn Dixie and tons of others and overall strives to be the best quality coffee for the most reasonable price.
SOCIOCULTURAL FORCES:Eight O Clock Coffee is ethical; in fact it is a huge part in the Dress for Success Campaign. Dress for Success is an international not-for-profit organization that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life. Since starting operations in 1997, Dress for Success has expanded to more than 120 cities in 15 countries. To date, Dress for Success has helped more than 650,000 women work towards self-sufficiency partially due to the assistance and support Eight O Clock gives the campaign. 4
GREEN MOUNTAINStrengths: Green Mountain has captured the green niche market. It is the top brand for socially respon-sible coffee in terms of fair trade. Weaknesses: People pay for this so-cial responsibility and green coffee with a higher price tag. They are less widely known and distributed.
MAXWELL HOUSEStrengths: Maxwell House has also done a great job in branding them-selves to stay on the top of peoples minds. They also have a classic slo-gan that people identify with. Weaknesses: Maxwell House is far less present in online searches for coffee products. They are also lower in quality.
FOLGERSStrengths: Folgers is the leader in ground coffee. Their biggest strength is in how they use inte-grated marketing communications. With a catchy slogan and jingle, they have expanded the brand into mobile apps and created a commu-nity feel.Weaknesses: Folgers is a lower qual-ity coffee than Eight OClock.
STRENGTHSAmericas original gourmet coffee 3rd largest seller in the USA.Acclaimed to be best tasting in its original coffee by consumer reports, (best taste for best price) beating brands like Folger, Maxwell, and Star-bucks.Many different types of coffee - variety of roasts and media (ground, whole bean, k-cups.)Suits different consumer type beginning, explo-ration, expression
WEAKNESS Doesnt have an instant coffee.Eight Oclock Coffee brand is not big in interna-tional market. Not many coupons available to consumer - they are hard to find if not specifically searched online.
THREATSGood Earth and Green Mountain coffee due to its environmentally friendly approachPeople choosing healthy drinks over coffee.Juan Valdez brand (a colombian coffee brand) since colombian coffee is Eight OClock Coffees best seller.Bad harvest in Colombia is making prices rise. Starbucks, Folgers, Maxwell all have higher brand recognition
OPPORTUNITIESK- cups - only four of its flavors are offered for keurig. Good for you, good for the environment.Open coffee shops or be main provider to coffee shops.Sell other types of coffee related merchandise , machines, mugs, ect
OBJECTIVES AND BUDGET
Marketing and Advertising Objectives:This campaign will increase sales of Eight OClock ground coffee by 8% while raising awareness of the product and our product line. We will target the work-ing woman aged 35-54 with messages aimed at increasing awareness to 85% and comprehension to 75%. Royals Advertising Company will reach 75% of our pri-mary target audience with an effective frequency of 5.
Budget Summary: Royals Advertising was given $11 million to work with.
Time Frame:This campaign will run for a year starting in September 2014 and end-ing in August 2015. We will implement a pulsing strategy, focusing advertising in the fall and winter months and lightening up advertising as we head into spring and summer.
Research objectives: 1. Identify what brand of coffee our target drinks and gauge their aware-ness of Eight OClock2. Identify what type of coffee (ground, whole bean, k-cups) they drink. 3. Identify what factors go into the purchasing decisions.
PRIMARY RESEARCH: In order to get the clearest sense of our primary target, each member of Royals Advertising con-ducted research by handing out sur-veys to coffee drinkers in various lo-cations such as the Triphammer Mall, Wegmans, and the Ithaca Commons close to Starbucks. We also used an online survey to increase the number of our responses and thus have more data available for analysis. In the end, we had 109 responses from people aged 16-78. The mode was 19 with a mean of 36.7 and median of 34. Of all the responses, 39 fell within our pri-mary target audience of 35-54 and 60 responses fell within 22-54, capturing our secondary target audience. We first isolated the responses in the target market to interpret this data. From this, we determined that 71.8% of these people had heard of Eight OClock, but only 15.4% con-sume it.
One person said they used to before k-cups, which became a very significant response as about 43.5% of our respondents said they preferred k-cups. This tells us that although awareness of the brand name with-in our target was rather high, this does not translate well to total brand awareness. Essentially, people have heard the name, but they do not know that k-cups or flavor varieties exist. What is also interesting is that of the 15.4% that say they consume Eight OClock themselves, 85.7% say that their family members also consume Eight OClock. (We included the in-dividual who said they used to drink Eight OClock but switched to k-cups recently in this calculation.) We also looked at the break down of age and marital status - most of them were married women with kids between the ages of 40 and 52. This was not surprising be-cause this reinforces that consumer behavior concept that women do the shopping for the household. It also reinforced who our target audience is as a super mom.
The next step we took was in analyzing the data that included our secondary target. Total awareness dropped to about 58.3%, as expected due to the open ended responses as a whole. When we looked at these, we noted that many people talked about the age of the brand. This was espe-cially prevalent in respondents over 55 saying that they remembered old A&P stores or their parents grinding the beans in the morning. On the whole, our secondary audience does not add anything that stands out. 38.1% use k-cups and 33.3% enjoy flavored coffee. Altogether, this suggests that k-cups are still very popular, but our younger demographic really like pre made coffee from Dunkin or Star-bucks. In the end, our primary research was most useful for the members of Royals to have firsthand experience with who our target was. It also point-ed us in the vintage direction that eventually led to our big idea.
SECONDARY RESEARCH: We started with secondary research to narrow our focus for what would lat-er become our primary research. For our secondary research, Royals Advertising audited all of the data available from MRI by placing any data with an index over 100 into a spreadsheet. With 339 entries available, we organized the data by the highest index to the lowest. We first looked at that top 20 entries, 14 of which were magazines. This showed us that this is one of the most valuable media to advertise in. The type of magazine also started to give us background interests that we could infer the type of people they represented. This was reinforced later through our primary research. As we walked down the list into the top 50 results, we continued to see a lot of special interest magazines such as Yoga Journal, All You, and Runners World, Natural Health, Garden Design, and Baby Talk. Many of these magazines fall into similar categories that reflect a woman that is devoted to her health, her interests, and her family. We also paid special attention to their income and location within the United States, regionally and what size of county. From here, we gathered that our primary target audience consisted of the professional super-mom. They make a lot of money and they enjoy taking care of the home in a me-dium sized city or suburb - they like the city, but they want to give their children the best environment to grow up in. With an age range of 35-54, women are ei-ther preparing to start a family now that they are financially secure, or they have children that are a bit older. However, they are still above average in the index in children ages 2-5 and 6-11. Again, they do not live in major metropolitan areas, but they live close to big cities mostly in the South, but also in the Northeast and Midwest. This gave us the notion to target our advertising and brand activations towards Atlanta, NYC, Boston, Chicago, and Minneapolis-St. Paul.
BRAND VALUE PROPOSITION
FUNCTIONAL: Eight OClock coffee delivers high quality coffee that tastes good and will kickstart the day for a low price. Its a coffee that gives the consumer options; you can pur-
chase it as a whole bean, ground coffee with or without flavors, and as k-cups.
EMOTIONAL: Drinking a rich tasting coffee in their preferred medium that doesnt break the bank is the best way to start the morning. Eight OClock is one of the things from the past that is still fun and relevant in the present. Women can feel good about their tasty coffee and feel like they are integrating a vintage gem into their modern lives.
SELF-EXPRESSIVE: Women who drink Eight OClock are do-it-alls that take care of the home, the family, and themselves. They need a coffee that is as sophisticated as they are. Balance is their favorite word. Whether it refers to their busy schedule, or a particular yoga pose, or work and play, these women are fearless, fun, and hard work-ing.
TARGET MARKET PROFILES
She is a 39-year-old, married mother of 2 living in Woodbury, NY. She is a Bank Manager and her hus-band, Matthew, works as a lawyer. Her two children, Jeffrey and Nicole, are ages 9 and 11 respectively. Linda wakes up early every weekday to make sure her kids (and husband) get off to school and work on time. In order for her day to start off on the right foot, she pops in an Eight OClock K-Cup into her Keurig to make sure that she gets her coffee and still has time to prepare the rest of the family for their day. Eight OClock coffee is a vital part of her day and gives her the energy she needs to balance her work day and her family functions. She constantly finds herself running from her job at the bank to her childrens activities which include dancing and soccer.
Matilda is a 51-year-old woman that balances her job research-ing genetics at a medium sized university just outside of Atlanta with taking care of her two kids aged 12 and 17. Her husband teaches graduate students web programming at the same uni-versity. Together, they take their kids hiking at Sweetwater Creek State Park. He takes photographs and she paints what they see. When she isnt...