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Snapple
- 1. Snapple IMC Campaign by TART Communications
- 2. TART Communications Team Tina Feng Tykia McWilliams Anny Tsou Rukiya Emanuel
- 3. Brand History ★ Started in 1972, in Brooklyn, NY. Three friends Hymie, Lenny, and Arnie started selling natural juice to health food stores in New York City. ★ In 1994, Snapple was sold to Quaker Oats Company. ★ Since 2008, Snapple is owned by Dr. Pepper Snapple Group which is headquartered in Dallas, TX.
- 4. Brand Impression Snapple Lady Wendy in 90’s “New Yorkers love Snapple” , so should you Cold facts on caps attracts attention from user “Real Fact”
- 5. Brand Image Source: Snapple / Case Analysis Presentation (Emerson College)
- 6. Main Competitors 122.3 m 59.9 m 50.5 m 35.4 m 25.6 m 23.6 m 10.2 m (million cases)
- 7. Target Audience Research Generation Y: New flavors Natural energy caffeine and protein On-the-go & snacking. Generation X & Baby Boomers Healthier attributes Unwind stresses Juice & Tea: Hydrating, healthy (vitamin), natural Single-serve containers = premium & convenient
- 9. SWOT Analysis Strength Weakness Opportunity Threat • High brand recognition • Premium quality drinks • Wide range of products (tea, juice) • Decline in brand share despite being one of the top brands • Higher price compared to competitors • Glass bottles might be inconvenient to carry • Increased interest for “Natural” products • Associate single-serving glass bottle as premium • Consumers demanding wide variety of products • Constant competitors (both local & national) • Pricing strategy from competitors • Health concern on flavored and sweetened beverage
- 10. IMCCampaign
- 11. IMC Objectives ★ Create Nostalgia through products for consumers who purchase Snapple regularly ★ Balance between heavy and light users, more specifically Heartland (Northeastern) and non-Heartland markets ★ Increase sales in Non-heartland regions by 10%
- 12. Target Audience Profile Primary Audience - Consumers who already drink Snapple but not regularly, in the Central, South, South West, and Southeast regions. Secondary Audience - Loyal consumers who have been drinking Snapple regularly in the Northeast and Pacific regions.
- 13. Snapple Your Choice Campaign ★ Snapple “Your Choice“ Campaign ○ Consists of different tactics based on regions in the U.S. ○ Elements ■ FInding your favorite Snapple drink that you enjoy ■ Commercials ■ Events/Contests ■ Product Placement/Partnership ■ Social Media
- 14. IMC Strategy ★ Snapple Non-Heartland Market ○ Your Vote Your Choice ■ Consumers vote for special ingredients specific to their regions ★ Snapple Day (Heartland Market) ○ http://www.ispot.tv/ad/7i3k/snapple-hey-america ○ New York City ○ Nostalgia Campaign for loyal customers ■ Snapple Vending Machine ■ Snapchat Story
- 15. IMC Mix ★ TV ★ Magazines (Print Ads) ★ Radio ★ Social media ★ PR event ★ Product Placement ★ Outdoor: Billboard, Transit
- 16. Your Vote, Your Choice ?
- 17. Create the buzz !Snapple Day Vending Machine! ● Recycled bottle caps to earn a FREE personalized Snapple Drink ● Touch-screen monitor where people can answer multiple-choice questions about their personalities ● A computerized system will match them with one of Snapple’s delicious flavors based off of their specific personality traits.
- 18. Snapchat Story ● Sponsor a Snapple Day Geofilter of our New York Location ● Viewable on national Snapple Day Snap Story ● Allow consumers to post videos and pictures of them drinking Snapple or sharing it with a friend to the Snapple Day Snap Story
- 19. Social media Instagram and Twitter to appeal to our younger audience. Facebook tends to hold a much more older, conservative and professional, but still casual audience. Use the hashtag to share pictures and nostalgic stories
- 21. X
- 23. Timeline
- 25. Campaign Evaluation Top-of-Mind Awareness Survey: from 15% to 40% Sales report: by region Social Media Buzz (Snapchat Event participants) PR Event Participants
- 26. Why us?
Notas del editor
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- Anny
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- Rukiya
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- Tina light user Limited edition flavor for light user regions advertise transit, billboard, posters placed in local convenience stores and supermarkets to advertise.
- Heavy user Tykia Because our loyal drinkers of Snapple frequently purchase and consume our beverages, the Snapple Day vending machine, we’re aiming to heighten that brand loyalty with a fun and interactive vending machine Mention some sample personality questions ie. favorite color, long walks etc. Our aim is to match both our primary audience and loyal consumers with a new flavor they may have been reluctant to try before so this way we’re increasing consumption by offering them a sample of a new flavor at no cost.
- heavy Tykia Snapchat is blossoming right now with a lot of brands and media outlets currently using it. CNN, Buzzfeed and the Huffington Post all have their own snap stories. Because Snapchat is such a large global social media platform, we want to document Snapple Day on Snapchat with it’s own filter to reach millions of people at once and live! Majority of the snaps will be from our New York location but to really continue that audience engagement, we’ll allow people to submit themselves to the snapple day story to be featured. loyal customers like to feel involved and have input, so allowing them to take the poll and participate on social media will increase closeness to the brand
- Heavy user/Everyone Tykia We chose instagram and twitter because, because the younger generation is so busy, rarely do they have the time to sit down and read things so, with IG and twitter they’re just scrolling in between class, work, internships or while traveling on public transit and are quickly glancing at photos, and tweets because they are only 140 characters. Facebook is a little more relaxed and the post people usually share are longer To create that nostalgia amongst consumers as mentioned in the commercial, we will have users share their favorite snapple moments using our hashtag.
- For everybody Tina Family with different people (age, gender, personality) They all look for snapple in the refrigerator Father in 40s picks original green tea Mom picks berry tea Sister in 30s picks snapple diet Brother in 20s picks a weird new flavor They all have a different ones but they are all Snapple products Ends with “Snapple Your Choice” Aired nationally Print ads with this concept with will placed on magazine
- for everybody Tykia Explain the TV show and how it works Product placement on the judges table
- Tykia The Voice is an American reality television singing competition broadcast on NBC. Based on the original The Voice of Holland, the concept of the series is to find new singing talent (solo or duets) contested by aspiring singers, age 15 or over,[2] drawn from public auditions. The winner is determined by television viewers voting by telephone, Internet, SMS text, and iTunes Store purchases of the audio-recorded artists' vocal performances. They receive US$100,000 and a record deal with Universal Music Group for winning the competition. There have been eight winners of the show to date: Javier Colon, Jermaine Paul, Cassadee Pope,Danielle Bradbery, Tessanne Chin, Josh Kaufman, Craig Wayne Boyd and Sawyer Fredericks. The Chairs are really big part of the show. Product Placement
- interact with the customers in different regions with different events, a larger portion of budget will be required to carry out these events, 17% will be spend on product placement since the show it will placed in is very popular
- Anny
- Rukiya