Snapple Plansbook (1)

The REAL Snapple Planbook.qxp 5/24/16 10:28 PM Page 1

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Table of Contents

2 // Table of Contents3 // Executive Summary & Challenge4 // Situational Analysis5 // Primary Research & Objectives

6 // SWOT & Competitive Analysis7 // Target Market & Consumer Profiles8 // Brand Essence-Positioning/Personality/Value9 // Big Idea10 // Creative Brief11 // Traditional Advertising: Radio12 // Traditional Advertising: TV13 // Traditional Advertising: Print14 // Traditional Advertising: Outdoor & Transit15 // Traditional Advertising: Direct Mail

16 // Non-Traditional Advertising: Website & Digital17 // Non-Traditional Advertising: Social Media18 // Non-Traditional Advertising: Sales Promotion /In-Store19 // Public Relations

20 // Guerilla Marketing21 // Media Plan22 // Budget Allocation23 // Top 30 Markets24 // Evaluation25 // Agency Pictures & Mission Statement26 // References27 // Back Page


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Executive SummaryOur campaign plans to tackle Snapple’s challenges through a series of

interactive tactics that will increase brand awareness and purchase frequency. Wehave included activation techniques, sales promotions, social media, and an overallmessage of consumer appreciation to solidify the main idea of our campaign. TheBig Idea is: Find Your Snapple and Quench Your Mood.Snapple has a wide varietyof different classic and quirky flavors. Because of this, there is a flavor to fit yourmood for everyday.

Our main tactic includes a fleet of Snapple tour buses that will travel acrossthe country to engage with the target market and inform them about Snapple’svariety of flavors through a personal connection. Through traditional and non-traditional media outlets, we intend to encourage consumers to make Snapple theirgo-to drink by showing them there is a flavor for any mood or occasion.

Challenge• Create an integrated 2017 holistic marketing campaign to grow Snapple volume in

the United States.• Grow brand relevance through engagement tactics with our heavy users who currently

consider Snapple about 50% of the time when wanting a beverage. We need to increasethat percentage.

• Increase awareness in the non-heartland areas while also being sure not to isolate theheartland users.

• Increase purchase frequency:• Heavy user buying rate from 9x to 10x per year• Light user buying rate from 1x to 3x per year


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Heavy User-Heartland RegionsSnapple is considered 50% of the timePurchased 9x a year

Light User-Non Heartland Regions Snapple is considered 15% of the timePurchased only once a year

PrimaryBrisk, Lipton, Arizona

SecondarySoft Drinks, Milk, Fruit Juice, Energy/Sports Drinks

Heartland VS. Non-HeartlandThis difference is illustrated in thelocalization of purchase, which amongvarious geographic locations results insubsections of cultural values

Consumers need something that is fun, interactive, and tangible.

This difference is illustrated in the localization of purchase, which among various geographic locations results in subsections of cultural values. Seeing as the Northeastern corridor is the nesting ground for brandloyalty it is safe to say that most consumers adopt a cultural value system based on geographic location.

The key selling points of Snapple, bothteas and juice drinks, are during thewarm summer months of the year.

Seasonality

Current Users

Geographic Emphasis Product Cycle

Creative Require- Competition

Situational AnalysisThe REAL Snapple Planbook.qxp 5/24/16 10:28 PM Page 4

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ResearchObjectives

Our research objective is to find out howaware consumers are of the Snapplebrand in different regions of the country.Through our research, we need todiscover the consumer perceptions of thebrand and the product itself to get a clearunderstanding of what consumers thinkabout Snapple. We also intend to find outwhat other brands consumers are drinkingif they are not drinking Snapple and whatthey find appealing. We not only need togain knowledge of consumer behavior inrelation to Snapple, but in relation to all ofour top competitors as well.

SurveyWe conducted an online survey askingthose across the United States, theiropinion of the Snapple brand as wellas their purchasing decisions when itcomes to tea/juice beverages.

Focus GroupConsisted of 10 participants ages 18-21, both male and female and all residingfrom the heartland area. • When people think of Snapple they associate it with Snapple facts, glass

bottle, and premium taste. • Brand awareness and loyalty are the key purchasing factors for participants

who choose Snapple. For those who do not, they go for convenience, price,and quantity. All are qualities Snapple does not have, but participants wishthey had.

• Snapple was perceived as a premium, cool, happy and summertime drinkwhereas its competitors were perceived as simply middle class (Arizona), lowclass (Lipton), and for teenagers (Brisk). Tao Tea and Honest Tea wentunrecognized.


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SWOT Analysis

Brand loyalty in Heartland

High brand awareness

Strong brand image

Product line variety

Low Brand Considerationamong Non-Heartland Users

Alienating the Non-Heartland

Cheaper competitors

Non interactive social media

Increase brand purchases in Non-Heartland regions

Increase top of mind brand awareness within the Non-Heartland regions

Gain a better influence within different media platforms

Both Primary & SecondaryCompetitors

Increase of competitors in the brand category

W O

Snapple needs to incorporate different media platforms in order to increase brand awareness and purchasesamong Non-Heartland users (individuals who are not aware of the wide-variety of drinks Snapple has to offer),

while at the same time, reminding their current users to continue purchasing Snapple.

rengths eaknesses hreatspportunities

The Problem:

TS


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Target MarketYoung ProfessionalsJustin is 22 and a recent college graduate from BostonUniversity. He is working part time as a waiter, but isalso looking for a career opportunity in his field. He isstill living in his school apartment and looks for the bestdeals. He is health and price conscious. However, everyso often, he enjoys purchasing more flavorful drinks thatare not too costly.

ConsumerProfiles

The 9-5 WorkerMichael is a teacher who works full time at the localhigh school. He is 30 years old and lives in Houston,Texas. During his break, he always has some sort oftea drink for lunch. He is very outgoing and loves to trynew things. He likes a variety of flavors and looks forproducts that are convenient. He likes to budgethis money.

Home Sweet HomeMarie is a proud mother of two boys. Martha works parttime as a teaching aid at a nearby elementary school aswell as a full time mother who drives her sons tonumerous tryouts and sports events. Both boys cravesugary soft drinks on the go, but she wants a naturalalternative. She is looking for a fun, cool drink that theywill enjoy that is also a trusted premium brand.

Segment 1- “The Young Professionals”• Single men and women (18-25) who want a good

quality drink• College students and recent graduates who live in both

Heartland and Non Heartland areas• Includes both heavy and light users• Open minded• Work part-time/ starting full time careers• Want fun drinking experience• Values alone time, but also enjoys partying with friends

Segment 2 - “The 9 to 5 Worker”• Middle class men and women (26-49)• Live in non-heartland areas- both urban and suburban• Practical • Working full time with a stable income; at least some

college education• Has a daily routine, but always looks to try something new

Segment 3 - “Home Sweet Home”• Parents (25-40) who are buying drinks for their children in

suburban Heartland areas• Buy all natural drinks, practical, and fun drinks for their

children (12-17)• Middle/ Upper middle class / working and stay at

home parents• Values convenience• Very active in children’s lives


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Brand EssenceOur vision is to emphasize to the busy, on the go, 18-49 year old consumers that Snapple is themost refreshing and fun-filled Iced Tea/Juice Drink choice out there due to its endless flavor optionsthat suit your mood. With Snapple you can have fun and stay refreshed all at the same time!

Positioning Statement:

Brand Personality

Brand Values

Brand Essence

Engaging, Quirky, Cultural, Eccentric, Entertaining

Fun, Variety of Flavors, Confident, Unique,Refreshing, Natural, Premium

Variety

Premium

Basic

Adventurous/BoldTame/Boring

Snapple

Brisk

Arizona

Lipton


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Big Idea

Find Your Snapple

Quench Your Mood&

With a variety of flavors,Snapple has the tasteto compliment orenhance any mood.Snapple is the perfectpick me up andprovides you with arefreshing and uniqueexperience each day.


Creative BriefTo convince busy, on-the-go 18-49 year old adults that Snapple is a fun, refreshing beverage that offers avariety of flavors to compliment or enhance their mood.

Target Markets• Segment 1- “Young

Professionals”• Segment 2- “The 9 to

5 Worker”• Segment 3- “Home

Sweet Home”

Competitors• Direct Competitors:

Lipton, Arizona, Brisk,Wawa Brand

• Indirect Competitors:Energy drinks, soda, juicedrinks, and sports drinks

Current PerceptionsFor the Heartland users, there isa high awareness of Snappleand a high top of mindawareness. From our research,consumers view Snapple as agood tasting premium brand.However, many consumerschoose the competition due tothe cost effective value and theirloyalty to other brands.For the Non-Heartland users,there is a high awareness ofSnapple, but a low top of mindawareness.

Desired PerceptionsWe want consumers to think ofthe brand as fun, quirky, andrefreshing. Snapple is fun andquirky because of its largevariety of unique flavors that aresuitable for every person’smood. We want the brand to bethought of as youthful (daring,new, fun), however we have tomaintain that the product is alsofor a mature audience. We wantconsumers to see this productand think that it is a must havebeverage.

PositioningOur vision is to emphasize thatSnapple is the most fun-filled IcedTea/Juice Drink choice out there! Theendless refreshing variety of flavorsoffer a chance to find the perfect oneto fit your mood. Whether you want tobe daring with Kiwi Strawberry orsimple with Lemon Iced Tea.

Unique Selling PointVariety. The unique and wide range of flavorsdifferentiates itself from the competitors andoffers a memorable experience to theconsumers instead of just offering anordinary drink.10


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Traditional: Radio

Radio spots will be used throughout the entire year of thecampaign. The spots will be centered around thebig idea: “Find your Snapple and quench your mood”and highlight a wide variety of available Snapple flavors.

30 Sec.RadioSpot

Radio Spots will be featured on stations such as:Today’s Hits, Classic Rock, Sports Radio, & Light Rock

DATE: 2017CLIENT: SnappleRE: (:30 Radio Spot) – “INDECISIVE”SFX: (INSTRUMENTAL SUPERMARKET MUSIC PLAYING IN THEBACKGROUND ALONG WITH LOW CHATTER FROM OTHERSHOPPERS)MAN 1: MAN, THERE IS SO MANY DIFFERENT FLAVORS OF SNAPPLE, IDON’T EVEN KNOW WHERE TO BEGIN!MAN 2: CAN’T GO WRONG WITH THE CLASSIC PEACH TEA.MAN 1: OK…MAN 2: (INTERRUPTING) NO- YOU HAVE TO TRY KIWI STRAWBERRY. THE FLAVOR IS MIND BLOWING. NO, WAIT. SNAPPLE APPLE. IT IS THEPERFECT COMBINATION OF APPLE AND …MAN 1: YOU’RE NOT HELPING.MAN 2: FINE, THEN. WHAT’S YOUR MOOD TODAY?MAN 1: I GUESS I’M FEELING PRETTY ADVENTUROUS RIGHT NOW.MAN 2: THAN KIWI STRAWBERRY IT IS.ANSR: FIND YOUR SNAPPLE AND QUENCH YOUR MOOD TODAY.


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Traditional: TelevisionA 30 second commercial that willair during Primetime and LateNight time slots. The commercialfeatures a woman pulling into asupermarket parking lot with hershopping list on hand. At the topof her list is Snapple. The ad goeson to show which flavor will fither mood.

30 Sec.TV Ad


Traditional: PrintOur “Quench Your Mood” printadvertisements will capitalize onthe wide variety of flavorsSnapple has to offer each andeveryone of your moods. Theywill be placed throughoutvarious big name magazines,local/national newspapers thatcorrelate with our target market.

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Traditional:Outdoor/Transit

BillboardsBus

Stops

Subways Taxis

BusAds

These are examples of outdoor advertisements that will bedisplayed at bus stops and other transit locations, andalong popular roadways. The ads further communicate thatthere is a flavor for every mood, whether it is to be curiouswith Kiwi Strawberry, or adventurous with Mango Madness.


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Traditional: Direct Mail

Our Holiday Mailers will be

distributed during the peakholiday seasons over the year

long campaign. The aim is to

highlight/promote variety pack

purchases in that it offers aSnapple flavor to complement

each and every mood of every

guest in attendance!

To: Heartland & Non-HeartlandConsumers

Love, Snapple!

Dear, Snapple Lover


Non-Traditional:Website/Digital

The website will mirror the “Quench Your Mood” campaign.On the homepage of the Snapple website, there will be anannouncement for the “Create a Flavor” contest. Starting at thebeginning of the campaign in January, it will be the first thingconsumers see when they log onto the website. There will also bean option for consumers to pitch their flavor through the website.Our social media pages will also direct consumers to the websitefor more information about the products.

Digital advertising will also be used in the national marketand in spot markets throughout the entire campaign and will belinked to the website.

VisitSnapple.com

Today!

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Non-Traditional:Social Media

Consumers can enter the contest by taking a photo ofthemselves with their Snapple and/or the Snapple bus

and post it to social media with the hashtag#quenchyourmood.

Consumers will be able to enter the social mediabased contest for a chance to win a variety of prizes valued up to $1,000.

A winner will be chosen at random, at the beginningof each month, until the contest is over in December

Each Month’s winner will also be featured on Snapple’s Website.

AppleElectronicsAmerican

ExpressCard

SeasonTickets

GasCard

Gift CardsShopping

Spree

#quenchyourmood Social Media ContestJanuary-December


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Non-Traditional:Sales Promo/In-Store

• Placed Nationwide from April to December• They will be located at supermarkets, college

campuses, office buildings, malls, highwayrest stops, and hospital cafeterias.

• These vending machines will feature gianttouch screens and give the option for thecustomer to take the Snapple quiz todetermine what flavor is best for them thatday. That quiz is similar to the quizzes thatare available during the Snapple tour buspromotion and will feature the limitededition bottles.

SnappleVending

Machines

TableTents

Table tents will be placed in Cafes(such as saladworks, starbucks, etc.)

• Ambassadors will be in-storein both Heartland and Non-Heartland areas.

• They will assist with the salespromotions.

BrandAmbassadors

LimitedEditionBottles


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Public Relations

Brand AmbassadorsWill be hired to execute multiple tasks centered around creating brand awareness and a positive brand image.

Work on-premis accounts that include: Walmart, Sam’s Club, BJ’s, Costco, Acme,Wegmans, & ShopRite.

Will announce what cities the Snapple vending machine tourbus will be stopping at to give the consumers a heads up andto be on the lookout. However the dates of the stops will stillremain a secret.

Press Release

Distribute cards and show consumers how to enter contestson social media and how to find their social media accounts.

Will actively engage consumers by asking them to participatein a “mood” test in order to quench their mood and find theirSnapple!

Participating consumers will recieve a pen, frisbee, orkeychain.

Consumers who make a Snapple purchase will receive ahat or tee-shirt.


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Guerilla Marketing

• 6 tour buses launch nationwide• 4 for the Non-Heartland areas from April to June• 2 for the Heartland areas from June to August

• Tour buses will feature touch screen vending machines whereconsumers can take a mood test to discover which flavor ofSnapple is perfect for them that day.

• Vending machines will have limited edition bottles of Snapplethat have adjectives or moods on them to describe the flavor.

• Peach Tea (Classic), Lemon Tea (Invigorating), Half ‘n Half(Harmonious), Raspberry Tea (Mellow), Green Tea (Determined),Pink Lemonade (Playful), Cranberry Raspberry (Passionate), FruitPunch (Cheerful), Snapple Apple (Fearless), Mango Madness(Adventurous), Kiwi Strawberry (Curious)

SnappleTour Bus

• Fly over west coast beaches• Will appear during brand ambassador

promotions that are on the beach, as well asduring other times during the summer months.

AerialAdvertising ✈

LimitedEditionBottles


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Media Plan• Geography: The campaign is national and includes the top 30

spot markets.• Television: Three commercials (15, 30, and 60 seconds) will run

nationally and spot on all dayparts, all networks, cable, prime, andsyndicated with exposure ranging from light to heavy.

• Radio: National syndicated and spot stations (15 and 30 seconds)with heavy exposure on daytime and evening drive dayparts will runthroughout the campaign year.

• Digital: National and spot print and banner ads on general, targeted,video and publisher video sites will run heavily the entire campaignyear and coincide with an interactive promotional app campaignstarting in January on mobile and social sites.

• Magazine/Newspaper: Half page four color ads will be placed inselect women’s, men’s and general interest magazines. Heavierexposure in women’s throughout the year and light to moderate adswill pulse in men’s and general interest. National newspaper ads withheavy buys will run the entire campaign.

• Outdoor: Ads will pulse 25 show for four months of campaign year.• Direct mail: Holiday post cards will mail three months of

campaign year. • Guerilla: Interactive tour bus visits and aerial banner ads in select

spot market locations over six months. Retail store interactivevending machines in select store locations.

Media Mix Reach/Frequency

Grow volume and top of the mind awareness of current loyal consumers inHeartland, by aggressively exposing the audience through a media campaign witha high frequency and focused reach. Also, to venture into a new market in the Non-Heartland with a creative and interactive, non-traditional and traditional mediacampaign with a high reach and medium frequency; over 12 months, in 30 top spotmarkets using a pulse of traditional and outdoor media buys, and consistenttraditional media buys nationally.

Objectives


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Budget AllocationGiven a budget of $50 milliondollars for a full calendar year2017 (January 1st to December31st). This includes all marketingtactics from traditional to non-traditional media. We made sureto set aside $5 million forresearch and non-media buys. Inaddition, we have around $673thousand for contingency.


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Top 30 Markets

Heartland adults 18-49 years old who are AfricanAmerican and Caucasion, including influencers of buyersin Heartland (12 to 17) in middle and upper middle class /suburban working and stay at home mothers. In Non-Heartland and spot markets, adults (18 to 25) with afocus on African America women and middle class menand women ages 26 to 49 with stable income. Singlecollege students and recent graduates who live in bothHeartland and Non- Heartland areas who are both heavyand light users.

Target Audience


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Evaluation:

Awareness & Attitude Tracking

Will be a long-term process in orderto measure brand awareness of thecampaign before and after it begins.

Recall &Recognition Testing

Traditional AdvertisingSupportive Media

Snapple BusVending MachinesBrand Ambassadors

Public Relations(long-term tracking)

Sales Promotion

Social MediaDigital Media

Web visits, contests,social media platforms

Behavior-Based Media&

Log Analysis Software

Awareness &

Altitude Tracking

ParticipationMonitored

&Measured


MissionStatement

Our mission is to help clients growtheir product or business throughhighly strategic communicationservices. With the implication ofresearch, data, and creativity, we areconfident that we can successfullyexecute our plan and because we areso passionate about our work, we arecommitted to uphold the integrity ofHeartland Heroes by accepting onlyexcellence from ourselves.

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References:1. "AirSign Aerial Advertising." Aerial Advertising & Airplane Banner Towing. AirSign, 2015. Web.

2. Bar Graphs on Research Page from Survey Monkeyhttps://www.surveymonkey.com/analyze/SPikHqTKLEr_2Bjx4QFZBDO41EX5ZJEgttZLCQ51yYt6A_3D

3. "Cost of Operating a Vending Machine." Franchise Direct. International Franchise Association, Oct. 2014. Web.

4. “Health Disparities Experienced by Black or African Americans- United States.” Morbidity and MortalityWeek Report 54.1 (2005): 1-3. Television Buys. 2014. Web.

5. Local Television Market Universe Estimates. N.p.: Neilsen, 2015. PDF.

6. Martin, Dennis and Robert, Coons. “Media Flight Plan.” Media Flight Plan. Deer Creek. 2015. Web.

7. “MRI Reporter.” MRI Reporter. MRI+, 2015. Web.

8. NTV. “Network Demographics.” National TV Spots. NTV, 2014. Web.

9. "Products." Snapple. Dr. Pepper Snapple Group, 2015. Web.

10. Snapple Website for the Create a Flavor Page (Home Page Visual)- http://www.snapple.com

11. Snapple. Snapple Case Study. N.p.: n.p., 2015. PDF.

12. Specialty and Custom Buses." Best Bus Sales. N.p., 2015. Web.

13. "Syndicated Loan." SpringerReference (2011): n. pag. TVB. Local Media Marketing Solutions, 2015. Web.

14. “Syndicated Television Advertising.” Syndicated Television Show, Advertising and Media Buyin Costs. Media Brokers International. 2014. Web.


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Snapple Plansbook (1)