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Life is Real. Juicy. May 9th, 2013
Campaign 1 & 2 Final
Denise Manukian Jessica Fang
Lauren Blando Kerati Supaongprapa
Anna Tang Jane Tsai
Synced Media
Our Juicy Journey USP Target Insights Big Idea Objectives Flowchart/Strategy Creative Executions Q&A Appendix
2
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Unique Selling Point Starburst is made with real fruit juice.
3
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Target Insight
Consumers are becoming more health conscious
Consumers are concerned with the ingredients of what they are eating – especially when it comes to candy or junk food
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Source: IBIS World, 2012 Source: Candy USA Source: CommercialAppeal.com -‐ Health Conscious Consumers
What does this mean?
Opportunity to capitalize on the healthy ingredient and differentiate ourselves from the competition Real juice makes the candy more flavorful
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Big Idea
Life is Real. Juicy.
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Take advantage of consumer’s increasingly health conscious behavior by positioning Starburst as a candy that is filled with real juice – exceeding their snacking expectations.
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Target Opportunity
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Candy is perceived as a treat Adults are a huge part of the non-chocolate, chewy candy segment Consumption trends have increased for the A25-34 market Natural ingredients are important to consumers and they will seek out candy that has perceived health benefits
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Target Audience
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Psychographic Demographic
Geographic Behavioral
• A25-34 • Mix of White, Asian, Hispanic and
African descent • HHI $50-100K+ • Single, dating, no children • College education, some graduate
education
• Employed • Financially independent • Renting • Tech savvy • Trendy/liberal • Highly social - part of nightlife scene
• Northeast: i.e. NYC, Philadelphia, Boston, Washington D.C., Miami
• West Coast: i.e LA, San Diego, San Francisco, Seattle, Portland
• Midwest: i.e. Chicago, Indianapolis, Detroit, Cincinnati
• Urban/Suburban • Roughly 32% of the market
Source: Claritas Source: US Census, 2010
• Purchases candy on impulse • Purchases candy that has a perceived health
benefit • Chooses candy that is packed with flavor • Price/health conscious • Consumes media in the morning and late at
night • Consumes a lot of media on mobile/
tablet –“on the go” • Snacks during the day, at work • Minimal awareness of real juice benefit • More likely to participate in social media
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The Juicy Journey
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Engagement
Purchase
Awareness of Benefit (real juice)
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Objectives
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Increase awareness of real juice benefit among our target audience by 80%. Increase engagement among our target audience by 25% by increasing the number of Facebook followers, tweets, contest entrants, and interactions with the Starburst brand. Increase revenue by 10% within the next 6 months for our target audience.
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Flowchart
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Timing: April – September Correlates to Spring and Summer months when young professionals are itching to break free and enjoy the warm weather. Starburst is often associated with Summer time.
A pril M ay June July A ugust Septem ber
A w areness
Engagem ent
Purchase
Starburst 2013 Juicy Journey
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Strategy
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G oal
Big Idea
M essaging
M edia
Starburst 2013 Strategy
A w areness Engagem ent PurchaseApril -‐‑‒ June June -‐‑‒ Sept April -‐‑‒ September
Life is Real. Juicy. Reveal the Juicy Secret. Live Juicy.
Sponsorship/Event
Life is Real. Juicy.
TV
O O H
Sponsorship/Event Point of Purchase (PoP)
D igital B2B
D igital Social M edia
Media Distribution
13
41%
15% 14%
10% 9% 9%
2%
15%
22%
7%
25%
10% 13%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Original
Revised
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Creative Executions
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Awareness
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G oal
O bjective
M essaging
Starburst 2013 StrategyApril -‐‑‒ JuneA w areness
Life is Real. Juicy.
M edia &
M easurem ent
TVRatings Share, O verall Sales, A w areness Studies,
Brand A dvocacy, D igital Ext.
PrintSubscription D ata, D igital Ext. (i.e.Im pressions,
conversions, clicks, RO I, etc.)
O O H Traffic, TA B O O H Ratings, Social M edia N oise
D igital
Im pressions, Clicks/CTR, Conversions/CR,
Engagem ent/IR, A vg. Tim e Spent, CPA , Brand Lift
studies
Increase aw areness of real juice by 80% .
TV
16
Execution 1:
SFX: Cinema -‐ Benny Benassi Once upon a Eme, in a kingdom far, far away…
There was a forbidden kind of love between a Blackberry and a white candy square…
Declaring their true love, they make a passionate escape.
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TV
17
Execution 1:
And are happily married. And welcome a bundle of juicy joy into the family.
Life is real. Juicy.
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TV
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Execution 2:
SFX: Love is Gone – David GueXa A white candy is wearing the Scarlet LeXer “A” on her dress being confronted by peers.
She is hiding a Starburst baby in full color, crying his eyes out.
Senior White Candy asks the woman who the father is. Mom tells her daughter, Just tell them, dear!
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TV
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Execution 2:
Real father steps forward, it’s a strawberry… I’m his father! Candy and I are in love!
Candy, Mr. Strawberry and baby Starburst hug.
Life is real. Juicy.
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TV
20
Execution 3:
SFX: Get Lucky – Da` Punk Boss is yelling at Lemon, his employee.
A`er work, Lemon goes to the bar and starts up a conversaEon with the cute White Candy and complains about work
White Candy is sympatheEc and Lemon ends up asking for her number – the paper she gives is…
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TV
21
Execution 3:
Life is real. Juicy.
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TV
22
Length Air Time Moments of Recep4vity
:30s Morning
Gebng ready for work, listening to the TV in the background, focusing on the weather and the latest news
:15s Evening
Gebng home from work/relaxing, just finished dinner looking for a sweet snack
Bookends Late Night Cant fall asleep, looking to nosh on something
Piggybacks Synced Media
TV - Networks
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TV - Programming
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Execution 1:
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Execution 2:
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Execution 3:
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Size of Ad Editorial Loca4on Moments of Recep4vity
Half page Inside Cover CommuEng/Traveling – stuck in traffic, at the airport/airplane
Full page Middle At the beach – want a refreshing snack (juicy), no chocolate = melts
Small square flap doors Back Cover Reading at night – want a snack
Side bar flap doors (outside halves)
Next to fashion/style/ entertainment/lifestyle
WaiEng rooms
Health secEons On line at a convenience store – about to purchase snacks
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30
Publica4on Reach Against A25-‐34* Path to Purchase Editorial Loca4on
Cosmopolitan 3,832,000 Awareness; Engagement Health & Fitness; Confessions
Marie Claire 45% Awareness; Engagement Health & Fitness; Love & Sex
Glamour 8,562,000 Awareness; Engagement Health & Diet; Sex & Love
Vogue 11,491,000 Awareness; Engagement Fashion/Style content
GQ 6,414,000 Awareness; Engagement Food & Travel; Entertainment
Sports Illustrated 25% more likely to read this mag Awareness; Engagement Sports/Fitness
ESPN Magazine 6,854,000 Awareness; Engagement Music/Sports
Elle 5,897,000 Awareness; Engagement Sex & RelaEonships
InStyle 2,207,000 Awareness; Engagement “Summer Steals”/ What to do
Maxim 39.1% Awareness; Engagement Food Fight/100 Supplement
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*Source: Individual media kits found online
OOH
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Execution 1:
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OOH
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Execution 2:
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OOH
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Execution 3:
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OOH
34
Execution 4:
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OOH
35
Execution 4 continued:
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OOH
36
Location: Major commuter areas (i.e. Penn Station, CTA (Chicago), Water Taxis, Union Station in LA, etc.)
Moment of Recep4vity CommuEng to work, commuEng home
Just missing mass transportaEon
WaiEng/Sibng in mass transit, need a snack, gebng hungry
Tourist desEnaEons – taking pictures
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Digital
37
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Execution 1:
Life is Real. Juicy.
Digital
38
Execution 2:
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Digital
39
Execution 3:
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Digital
40
Size of Ad Editorial Loca4on Moments of Recep4vity
300x250 Lifestyle Reading a health column
728x90 Fashion Searching for recipes
160x600 Entertainment Juicy celebrity gossip
IntersEEals Style
Roadblocks/Takeovers Health
300x600 Weather
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Digital
41
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Digital
42
Publica4on Reach Against A25-‐34* Path to Purchase Editorial Loca4on
Cosmopolitan 24.8% Awareness; Engagement Health & Fitness; Confessions
Marie Claire 22.6% Awareness; Engagement Health & Fitness; Love & Sex
Glamour 27.6% Awareness; Engagement Health & Diet; Sex & Love
Vogue 24.1% Awareness; Engagement Fashion/Style content
GQ 35.2% Awareness; Engagement Food & Travel; Entertainment
Sports Illustrated 21.3% Awareness; Engagement Sports/Fitness
ESPN Magazine 23.6% Awareness; Engagement Music/Sports
Elle 21.5% Awareness; Engagement Sex & RelaEonships
InStyle 16.3% Awareness; Engagement “Summer Steals”/ What to do
Maxim 24.2% Engagement Food Fight/100 Supplement
Food Network 17.1% Awareness; Engagement Recipes; Meal Makeovers
Match.com 19.1% Engagement Homepage
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*Source: comScore 2012 *Source: quantcast.com
Engagement
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G oal
O bjective
M essaging
Starburst 2013 StrategyJune -‐‑‒ SeptEngagem ent
Reveal the Juicy Secret.
M edia &
M easurem ent
Subscription D ata, D igital Ext. (i.e.Im pressions,
conversions, clicks, RO I, etc.), Social A ctivity, U nique
Visitors through U RL, # of Q R codes snapped
D igital
Social M edia
Sponsorship & Events# of sam ples distributed, # of tickets sold, Sales,
Increased social activity
Im pressions, Clicks/CTR, Conversions/CR,
Engagem ent/IR, A vg. Tim e Spent, CPA , Brand Lift
studies, Social A ctivity, etc.
Increase engagem ent by 25% through FB, Tw itter, etc.
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Execution 1:
Reveal the Juicy Secret. www.starburst.com/juice
Reveal the Juicy Secret. www.starburst.com/juice
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Execution 2:
Reveal the Juicy Secret. www.starburst.com/juice
Reveal the Juicy Secret. www.starburst.com/juice
Reveal the Juicy Secret. www.starburst.com/juice
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Execution 3:
Reveal the Juicy Secret.
www.starburst.com/juice
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Digital – Execution 1
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Reveal the Juicy Secret
Made with Real Juice
Life is Real, Juicy
Digital – Execution 2
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Reveal the juicy secret Life is Real, Juicy
Digital – Execution 3
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Reveal her juicy secret
Social Media
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Social Media
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Social Media
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Social Media
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Moment of Recep4vity CommuEng to work
In class
Right before falling asleep
Catching up on social news feed
Watching television
Part of a situaEon that you really want to speak out about (good or bad)
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Event - Invitation
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Event – Look & Feel
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Event – Highlights
Secret Pass
Secret Pass
Event –VIP Tent
Event – Fashion Show
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Miami -‐ New York – Las Vegas – Los Angeles -‐ Dallas -‐ Chicago
Event – Schedule
Purchase
63
G oal
O bjective
M essaging
Purchase
Increase revenue by 10% overall
Life is Real. Juicy/Reveal the Juicy Secret/Live Juicy.
April -‐‑‒ SeptemberStarburst 2013 Strategy
D igitalIm pressions, Clicks/CTR, Conversions/CR, Engagem ent/IR, A vg. Tim e
Spent, CPA , Brand Lift studies
M edia &
M easurem ent
A w areness
Engagem ent
Purchase
TVRatings Share, O verall Sales, A w areness Studies, Brand A dvocacy,
D igital Ext.
PrintSubscription D ata, D igital Ext. (i.e.Im pressions, conversions, clicks,
RO I, etc.)
O O H Traffic, TA B O O H Ratings, Social M edia N oise
PoP
B2B
# of distribution outlets, # of m ovie theater kiosks, # of Subw ay
tunnel kiosks, # of Starburst only vending m achines, # of taxi
vending m achines, # of stationary kiosks in superm arkets, sales, etc.
Subscription D ata, D igital Ext. (i.e.Im pressions, conversions, clicks,
RO I, etc.), Social A ctivity, U nique Visitors through U RL, # of Q R codes
snapped
D igitalIm pressions, Clicks/CTR, Conversions/CR, Engagem ent/IR, A vg. Tim e
Spent, CPA , Brand Lift studies, Social A ctivity, etc.Social M edia
Sponsorship &
Events
# of sam ples distributed, # of tickets sold, Sales, Increased social
activity
B2B/ PoP Strategy – Live Juicy
64
• Increase presence within Mass Merchandisers such as Wal-‐Mart and Target and strengthen relaEonship with wholesalers and retail stores
• Increase presence in movie theaters – contract Starburst only stands
• Work with the MTA for permanent Starburst kiosks
• Placing Starburst only vending machines in offices
• Work with Taxis to place vending machines in them
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B2B/PoP Strategy – Live Juicy
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• Choice locaEon by the registers – only Starburst products
• Create separate kiosks in the supermarkets and convenience stores so that the product stands out from the shelves
• Sampling on site
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10% You Say?
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Industry Assump4ons: • 41% of the industry is made up of so` candy • $774.3MM in Profit last year • $774.3 x .41 = $317.5MM towards the so` candy segment • 35.3% = Mars Market Share • $317.5 x 35.3% = $112.1MM in revenue • 28 candy products, assume 9 receive the most revenue
– Assume Starburst gets 8% of the revenue = $8.7MM
• 10% revenue growth = $872K for a total of $9.6MM for 2013
Audience Assump4ons: • Assume 120MM HH (Nielsen) • Assume roughly 39MM HH for A25-‐34 • 39/120 = 32.5% of the populaEon falls into our demo
10% You Say?
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Audience Assump4ons Cont’d: • 8.2% = average conversion rate according to markeEngexperiments.com;
assume a conservaEve 2% conversion rate • 39MM x 2% = 769K conversions • Assume a pack of Starburst sells for $1.25 Behavioral Assump4ons: • According to Candy USA, the average consumpEon of chewy candy is 1x per
week • 6 month campaign = 25 weeks = 25 purchases of candy at a minimum • 769K conversions x 25 = 19.2MM packs of Starbursts sold
Final Calcula4ons: • 19.2MM x $1.25 = $24MM+ in sales
Thank you!!
68
Ask us some juicy questions!
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Appendix
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Industry Snapshot
U.S. population consumes more than 7.7 billion pounds of candy each year
Revenue: $6.7 billion in 2012
Profit: $774.3 million in 2012
70
25% 32% 41%
2% 0%
50%
Gum Hard Candy Soft Candy Other
Segmentation
Segmentation
Source: IBIS World, 2012 Synced Media
Getting candy to a store near you...
71
64% 14%
9% 8% 5%
Segmenta4on
ConfecEonary Wholesalers
Mass Merchadisers
Exports
Retail Stores
Direct-‐to-‐Public Sales
Source: IBIS World, 2012 Synced Media
Industry Structure
72
Industry Structure Barrier Life Cycle Stage Mature
Revenue Volatility Medium
Regulation Level Heavy
Competition Level High
Source: IBIS World, 2012 Synced Media
2012 Market Share 4 leading Companies
73
35.3%
20.4%
1.1% 2.1% 4.8%
2.4% 4.5%
2.2%
27.2%
Market Share Mars Inc.
Hershey
Nestle
Kra` Foods
Tootsie Roll Industries
Jelly Belly Candy
Ferrara Pan Candy Company
Russel Stover
Other
Source: IBIS World, 2012 Synced Media
Competition Brands Advantage Disadvantage Percep4on Posi4oning
Starburst So` chew, juicy, bursEng with flavor, portable, various flavors, iconic wrapping, individually packaged
Individually packaged Packed with flavor, makes a lot of garbage, not made with real juice
It’s a juicy contradicEon
SkiXles So` chew, bite size, portable, various flavors, not individually packaged
Melt in your hands Fun, flavorful, might actually be too many in a pack, boring a`er a while, too sweet, not made with real juice
Taste the rainbow
M&Ms Iconic, bite size, chocolate, different versions (i.e. pretzel)
Doesn’t include anE-‐oxidants
Fun, great characters/storylines, iconic brand
Melts in your mouth not in your hands
Life Savers Hard candy, not individually packed, portable
Flavors are not versaEle Older generaEon kind of brand, associated with mint flavor, not made with real juice
A hole lot of fun!
Snickers Energy supply with protein from peanuts, lots of candy bar for your money
FaXening, lots of calories, isolaEng those with peanut allergies
Filling, loaded with peanuts Hungry? Why wait?
Twix Two bars, differenEates with cookie and caramel, portable
FaXening, lots of calories
Take a break from your busy life and eat a twix
Pause like you mean it.
Fruit & nut bars, cereal bars, dried fruit, yogurt, etc.
Healthy, lots of variety More expensive, acquired taste
Great alternaEve to sweets, organic, expensive, not as saEsfying as candy/chocolate
A healthy alternaEve to snacking – fights against obesity and diabetes
74
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SWOT Analysis Strength: -‐ Company with a long history -‐ Variety of flavors and products -‐ Made with real fruit juice -‐ Provides 50% of DV C intake -‐ High brand awareness
Weakness: -‐ Lack of a strong personality posiEoning -‐ Each individually wrapped – lots of
garbage created when you eat a whole pack
-‐ Consumers may not be aware of real juice ingredient
Opportunity: -‐ Candy is a mood-‐booster and childhood
symbol (for the young, and the young-‐at-‐heart)
-‐ Health conscious consumers -‐ New adverEsing mediums available -‐ Untapped target segment available
Threats: -‐ ConfecEonery-‐free checkouts -‐ Changing market place – more health
conscious consumers -‐ Increased prices in raw materials and
producEon -‐ High level of compeEEon
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Target Insights
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24%
11%
33%
22%
10%
Consump4on of Chewy Candy by Age
Children 2-‐12
Teens 13-‐17
Adults 18-‐44
Adults 45-‐64
Adults 65+
Source: Candy USA
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Target Insights
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84% of adults prefer candy to include some sort of health benefit
Source: Candy USA
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TV – Measurements of Success
78
• Ra4ngs share = gross raEngs points – Vendor pulls Nielsen data and spot data from a system like Wide Orbit
and posts actuals vs. delivered. A post can show either full delivery (100%) or parEal delivery (95%) which would then lead to further discussions about make good opportuniEes
• Overall sales (internal client figures) will be able to show whether we hit our goal for that week
• Awareness studies – where did you see our ad? Message recall and acEon taken
• Any digital extensions of sponsorships, companion banners for online video streaming can lead to an in-‐store coupon or QR code that takes you to a coupon to download on your mobile device that you need to take in-‐store to redeem
• Since this target is huge on brand advocacy, an upEck in the number of site visits, Facebook and twiXer likes/tweets, can indicate success
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Print – Measurements of Success
79
• Current subscrip4on data of selected publishers
• Online extensions of sponsored editorials § Impression delivery § Conversions § Clicks § ROI
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Print – Measurements of Success
80
• Current subscrip4on data of selected publishers • Online extensions of sponsored editorials
§ Impression delivery § Conversions § Clicks § ROI
• Number of Facebook “likes” and tweets • Number of unique visitors through the unique URL within the print ad
• Number of QR codes snapped
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OOH – Measurements of Success
81
• Pedestrian traffic • TAB Out of Home Ra4ngs – represents the average number of people who are likely to noEce an out of home ad
• Number of Facebook posts, tweets, Instagram photos and increased social ac4vity
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Digital– Measurements of Success
82
• Impression delivery • Clicks/CTR • Conversions/ CR • Engagement • InteracEons/IR • Average Eme Spent • CPA • Social AcEvity • Brand Li` Studies via Vizu or Inside Express
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Events – Measurements of Success
83
• Number samples distributed • Number of Eckets sold • Increase in social acEvity – instagram, Facebook and twiXer
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Sources
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• Census http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf
• Sweet Insights http://www.candyusa.com/files/SweetInsights/NCA%20Sweet%20Insights%20-%20Chewy%20Candy%20Consumer%20-%20Final.pdf
• IBISWorld Industry Report Candy Production in the US, August 2012
• Prizm Data http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&pageName=Segment%2BExplorer
• Individual publication media kits • hXp://www.commercialappeal.com/news/2013/mar/16/
ingredients-‐in-‐food-‐drink-‐not-‐tasty-‐to-‐some-‐more/ • hXp://www.markeEngexperiments.com/blog/markeEng-‐insights/
average-‐conversion-‐rates.html
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