Rachael Chavez's Final Presentation for the Michigan State New Media Driver's License course.

1. New Media Drivers License: Final Presentation
By Rachael Chavez

2. Brand Background
• Launched in 1982
• Parent company: Kraft Foods Inc.
• Product: low-calorie powdered beverage
mix
• 7 product lines; 40 unique flavors
• Sold in the U.S. and Canada

3. Current Challenges &
Opportunities
Threats Opportunities
• Many other substitutes; • Increasing growth in
refreshment beverage refreshment beverage
market is large and market
competitive • Use of social and digital
media marketing
• Innovation and new uses
for product

4. Digital Media Strategy Proposal
Kraft’s Mission
Goals & Objectives Statement
• Increase profits for “To meet consumer needs
Crystal Light and Kraft and to make food an
Foods Inc. by 3% in one easier, healthier, more
year enjoyable part of life.”
• Become the No. 1 Values
preferred beverage mixer 1. Innovation
for 50 percent of women 2. Quality
between the ages of 21
3. Safety
and 35.
4. Respect
• Develop a full digital
5. Integrity
media strategy to
promote Crystal Light 6. Openness
Mocktails, targeted

5. 1. Foundation of Social Media
Efforts: Blogging
• Content written by Social Media and
Communications departments at Kraft
• Create engaging content
– Drink recipes (non-alcoholic and alcoholic)
– Food recipes using other Kraft products
– Easy and effective exercises
– Healthy living content

6. 2. Social Media Platforms: Twitter,
Facebook, Google+, Pinterest
Twitter Facebook
• Promote using hashtags: • Promote new blog posts
#CLMocktails, • Offer freebies and
#CrystalLight coupons
• Interact with followers • Utilize Timeline feature by
• Prizes for retweets, new adding a fun, visually
followers appealing cover photo
Google+ Pinterest
•Promote new blog posts •Pin photos of:
•Schedule hangouts with •Mocktail products
female celebrities endorsing •Female celebrities
Mocktail drinks endorsing Mocktails
•Schedule hangouts with •Drink recipes with link to
female fitness trainers to blog

7. 3. Internet Marketing: Google
AdWords
• Increase CTR and PPC
• Sample ad copy for search words: “low-
calorie alcoholic drink”
Low Calorie Cocktails
Crystal Light Mocktails = 5 calories
Available in three tasty flavors
http://www.kraftbrands.com/crystallight/Pages/defaul
t.aspx#/mocktails

8. 4. Mobile Marketing: Mobile
Game App
• Integrate current marketing efforts into a
mobile app
• Current strategy: „Mocktails‟ game
• Objective: correctly answer questions
about Mocktail flavors to win coupons
• App will be free and available for Android,
iPhone and iPad

9. Metrics for Evaluation
• Track Insights on Facebook
• Use Google Analytics to track visits to blog
and company site
• Record increases in Facebook fans and
Twitter followers each month and chart
growth

10. Budget & Timeline
Project Budget Campaign Schedule
• Total Alloted: $30,000 • Launch nationwide in May
– Google AdWords: $5,000 2012
– Mobile App: $15,000 • Heavy promotional efforts
– Coupons: $2,000 during summer months
– Labor: $8,000 • Less promotional efforts
(salary increases for staff toward colder weather
developing social media
content) climates during winter
months