1. Effective Advertising 1
Running Head: EFFECTIVE ADVERTISING
Effective Advertising Planning and Implementation
Irene Myers Lavant
MKT/447
ADVERTISING AND CREATIVE STRATEGY
March 12th, 2012
WILLIAM RIECKEN

2. Effective Advertising 2
So Delicious Dairy Free is a delicious, nutritious coconut milk beverage
manufactured by a company named Turtle Mountain LLC. This coconut milk is
beneficial to lactose-intolerant consumers, a relief to sensitive stomachs and digestive
systems. According to Turtle Mountain LLC. (2010), the product is gluten free, kosher,
vegan, organic, and under 100 calories (Product Certifications). In addition, the coconut
milk is a source of saturated fat that consists of medium chain fatty acids (MCFA), which
have anti-microbial and anti-viral benefits. One compounds in MCFAs is lauric acid.
Once ingested, the lauric acid converts to monolaurin, a compound that is proven to kill
bacteria, diseases, and viruses (Turtle Mountain LLC., 2010). The lauric acid, within the
So Delicious, benefits babies as well because it gives nourishment in the same ways as
breast milk does. MCFAs are also beneficial to individuals who wish to lose or maintain
weight because the body uses the MCFAs as an energy source instead of storing the
compounds as fat (Turtle Mountain LLC., 2010).
Advertising Message
The Turtle Mountain company advertisement messages tell consumer that So
Delicious Dairy Free is a tasty, sustainable alternative to milk with a creamy consistency
and many health benefits. This message holds importance to those who do not like milk,
lactose-intolerant, who want a safe milk alternative, or who wants a better source of
nutrition. Many consumers desire a product like So Delicious for one or more of these
reasons listed. Turtle Mountain understands consumer behavior and thinking pertaining
to these desires. As consumers move away from over-processed, unnatural, and

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“mystery” foods, Turtle Mountain advertises So Delicious as a delicious, safe, and
nutritious dairy free option that consumers love enough to replace their dairy altogether
(Turtle Mountain LLC., 2010). The advertising message targets health enthusiasts,
weight watchers, mothers looking for nutritious alternatives for their families, athletes,
and those who struggle with dairy. In addition, the product concerns those who want a
sustainable product without genetically modified foods included.
Consumer Behavior and Target Markets
One beneficial skill that a marketer hones is the skill of comprehending and
recognizing consumer behaviors. Whereas So Delicious holds numerous wonderful
characteristics and benefits, the marketers at Turtle Mountain must know how to take
these benefits and direct them toward the correct target market. Consumer behavior
dictates how Turtle Mountain does these tasks for the So Delicious product. Consumer
behavior also tells Turtle Mountain who the target markets are. Using information
gained from marketing and promotional exploits of comparable brands, the marketers at
Turtle Mountain gain knowledge about the target market. In addition, information about
consumer behavior within the target market helps Turtle Mountain by influencing the
advertising of So Delicious. Turtle Mountain needed to find the influences, indirect and
direct, which prompt certain consumers to purchase certain goods or services. The
result is an advertising campaign that becomes an influence in consumer choice for the
So Delicious target market.

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Product Positioning
By positioning a product, organization show attributes of the product that attract
more consumers. Turtle Mountain presented these attributes to consumers through
attractive packaging, customer service, effective distribution, competitive prices, and a
positive image. Product attributes work together to meet the needs and desires of a
pointed market segment. According to eNotes.com authors, Glen L. Urban and Steven
H. Star (2011), "Segmentation analysis tells us how the market is defined and allows us
to target one or more opportunities. Product positioning takes place within a target
market segment and tells us how we can compete most effectively in that market
segment” (Product Positioning).
Differentiation of the So Delicious product included using variables such as cost
difference, quality difference, difference in cost to produce, and features that add extra
value for the consumer (tutor2u, n.d.). Turtle Mountain, using SWOT analysis and other
methods of comparison, holds the power to position the So Delicious brand well against
other nondairy products. This strengthens the brand and sales, especially when the
product displays a better cost and quality over competitors, which increases the
product’s share of the market.
By using competitive positioning, Turtle Mountain shows that the So Delicious Dairy
Free product owns an advantage over comparative products. The value of So Delicious
shows in the way that Turtle Mountain differentiated this product when compared to the
competition’s similar offerings. The product placement gets the product to consumers
who need milk substitute. In the grocery store, many milk substitutes belong within the

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dairy department. Some products, like rice milk, belong on the regular aisles with items,
such as baking goods due to a stable shelf life. The So Delicious Dairy Free product
resides in the dairy department with products like Silk Soy Milk, Lactaid Milk, and Blue
Diamond Almond Milk. Because consumers expect to milk substitutes in this
department, So Delicious resides in an easy-to-find location.
Current Advertising
Currently, Turtle Mountain advertises So Delicious Dairy Free in various ways. The
company website features the product’s packaging, benefits, and attributes, including its
status as a nonGMO food (Turtle Mountain LLC., 2010). On the website, consumer
feedback shows in testimonials and sidebar pop-ups. So Delicious also features ads
and press releases in magazines and newspaper articles, such as an article found in
the Los Angeles Times, telling consumers about the benefits of the So Delicious brand
of coconut milk beverage (Conis, 2012). So Delicious also features in store displays,
online coupons, online offers, and social networking pages on sites like Facebook and
Twitter.
Promotion of the So Delicious Dairy Free product also influences consumers'
purchasing decisions. This product features on television shows like The Doctors and in
YouTube videos released by Turtle Mountain (Turtle Mountain LLC., 2011). The video
features celebrity, fitness guru Jillian Michaels, as does the product cartons. The blog, a
Blogger site, features recipes, press releases, and more information about the So
Delicious Dairy Free product, along with Turtle Mountain’s other products (Turtle
Mountain LLC., 2011).

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Changes
The changes needs in the product positioning of the So Delicious product lies in that
many grocery retailers do not carry this product. Turtle Mountain needs to form
relationships with many large retailers and convince these retailers of the benefits of
selling this product. This task involves educating retailers about the product’s benefits
and its position in the nondairy market. The current advertising message for So
Delicious stems from nutritional research, research into consumer behavior, and in
house marketing. For example, when Turtle Mountain received its non-GMO
certification, the press release that ensued was the result of in-house marketing back by
John Tucker, Senior Vice President of Marketing and Technology at Turtle Mountain
(TURTLE MOUNTAIN LLC, 2012). John Tucker (2012) states, “"As a leader in the
natural foods industry, we are constantly looking for ways to provide consumers with
accurate information regarding the sourcing of these foods. We are proud to receive this
status and gratified to see the industry move in this direction with such consensus"
(AMERICA’s BEST SELLING COCONUT MILK BEVERAGE ACHIEVES NON-GMO
PROJECT CERTIFICATION). When Turtle Mountain asked Jillian Michaels to be their
spokesperson, after she tweeted about the products, Jillian Michaels placed an
advertisement on her personal website about the So Delicious Dairy Free Coconut Milk
(Waterfront Media, Inc., 2012 ). Although these messages promoted the brand
powerfully, the company stands to make great improvements in their advertising
message and in the methods used to reach the public.
The changes in the advertising message involves reaching out to consumers who

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never considered coconut milk. In addition, the low price of the product hold benefits for
working families on a low-income budget. However, the product seems to ignore this
segment of the target market. Commercials stand to help spread the word about the So
Delicious brand, but the company failed to produce a commercial as of yet. With social
networking and an organizational website bringing in feedback from consumers, this
feedback, along with surveys, give Turtle Mountain ways to form influential advertising
messages to expand the target market.
Conclusion
So Delicious Dairy Free holds the potential to lead the market as a superior milk
substitute product. At this point, many consumers are unaware of this product.
However, through aggressive advertising, the product quickly gains on other milk
substitutes position in the market. The product’s positioning, which includes product
benefits, promotions, price, and placement in grocers, helps make the purchase of this
milk substitute a very viable option for customers. In addition, the differentiation
between So Delicious and other milk substitutes shows that the product competes in a
narrow market segmentation. Turtle Mountain understands that advertising influences
consumer’s behavior to purchase but fails to reach certain segments of the target
audience. The advertising message needs broadening for Turtle Mountain to become
America’s nondairy leader and an option for those who never considered using this type
of product.

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References
Conis, E. (2012). Got coconut milk?. Retrieved on March 13, 2012 from
http://articles.latimes.com/print/2010/mar/22/health/la-he-0322-nutrition-lab-20100322
Sawtooth Technologies, Inc. (2009). Finding the Sweet Spot of Competitive
Positioning. Retrieved on March 12, 2012 from
http://www.sawtooth.com/index.php/blog/archives/finding-the-sweet-spot-of-competitive-
positioning/
Turtle Mountain LLC. . (2010). Product Certifications. Retrieved on March 11, 2012 from
http://www.sodeliciousdairyfree.com/health/certifications.shtml
Turtle Mountain LLC. . (2012). So Delicious Dairy Free. Retrieved on March 12, 2012
from http://www.facebook.com/sodeliciousdairyfree?sk=info
Turtle Mountain LLC. . (2011). So Delicious Dairy Free. Retrieved on March 11, 2012
from http://sodeliciousdairyfreecoconutmilk.blogspot.com/
Turtle Mountain LLC. . (2010). Why coconuts?. Retrieved on March 11, 2012 from
http://www.sodeliciousdairyfree.com/health/certifications.shtml
Turtle Mountain LLC. (2011, April 6). How does So Delicious(R) Coconut Milk Taste?
[Video file]. Retrieved on March 13, 2012 from YOUTUBE website:
http://www.youtube.com/watch?v=Fm850YvdmB0
TURTLE MOUNTAIN LLC. (2012). Press Releases. Retrieved on March 12, 2012 from
http://www.turtlemountain.com/press-release-06-04-10
tutor2u. (n.d.). Competitive advantage. Retrieved on March 12, 2012 from
http://tutor2u.net/business/strategy/competitive_advantage.htm
Waterfront Media, Inc.. (2012 ). One of my New Faves. Retrieved on March 13, 2012
from http://www.jillianmichaels.com/sodelicious.aspx