nakedjuice

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					     Table of contents
Introduction……………………………………….………2
       Mojo Media
       Executive Summary
       Objectives
Situation Analysis.......…………………………………...5
       Historical Context
       Industry Analysis
       Market Analysis
       SWOT
       Competitor Analysis
Objectives…………………………………………….…12
       Quantitative Benchmarks & Time Frame
Budgeting……………………………………………..13
       Method & Amount
Strategy …………………………………………………14
       Target Market
       Campaign Strategy
Execution…………………………………....…………17
       Creative Objectives & Strategies
       Creative Testing
       Media Plan………………………………………37
               Objectives
               Strategies
               Choices
               Scheduling and Budgeting
       Integrated Marketing Communications
Evaluation………………………………………………46
       Criteria for Success-Measurement Methods
       Marketing Recommendations
Conclusion……………………………………………..48


                                                  1
INTRODUCTION
Mojo Media




MoJo Media is a full service advertising agency dedicated to providing
companies with creative, executable, and effective ideas. We specialize in
helping brands take their company to a whole new level. By working
personally with each client, we are able to develop creative solutions to
transform the brand. We would like to thank Naked Juice for inviting our
advertising agency to design an advertising campaign. We are confident
that our advertising ideas will put some mojo into the way consumers see
your juice products.




                                                                             2
 INTRODUCTION
 Executive Summary



Naked Juice presents an affordable and unique way for consumers to maintain
healthy eating habits in an on-the-go environment. The brand has relied on its
healthy share of the market along the West Coast since its inception in 1983
and has recently become the sales leader. However, Naked Juice does not
enjoy the same market share nationally.

As Naked Juice looks to maintain its position as a sales leader, MoJo Media has
designed a comprehensive plan to raise awareness among markets in the
Northeast, Midwest, and Mid-Atlantic regions of the country. Our campaign
goals are to raise product awareness and increase sales among 18-24 year-old
females in these regions. Our advertising efforts will emphasize the all natural
ingredients in the juice as well as the one pound of fruit in each bottle. By
promoting what makes Naked Juice unique from its competitors, MoJo Media is
confident that this campaign will be a success.




                                                                                   3
    INTRODUCTION
    Objectives



    MoJo Media has designed a campaign to create awareness and stimulate sales of
    Naked Juice in the Northeast, Midwest and Mid-Atlantic regions of the country. Before
    designing our campaign, an in-depth situational analysis was conducted, examining
    trends in the flash-pasteurized juice industry and the market, strengths and weaknesses
    of Naked Juice’s competitors and prior significant events involving Naked Juice.

    Utilizing this information, MoJo Media set two objectives for the campaign and a
    timeframe to complete them. Working with Naked Juice, MoJo Media set a budget to be
    used for the entire campaign.

    With a budget in place, MoJo Media devised a clear and concise campaign strategy that
    spells out what our campaign intends to accomplish and who the campaign would
    target. MoJo Media’s execution strategies include copy strategies, copy objectives,
    creative testing methods, and mock-ups of our proposed advertisements. A media
    schedule and budget is included to detail the specifics of our campaign. We have also
    included integrated marketing communications strategies that will supplement our
    advertising ideas.

    The final portion of our campaign includes evaluation criteria that will be used to judge
    progress throughout the campaign as well as any final recommendations for marketing
    Naked Juice.




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                                                                                      4
                                     Situation analysis
                                     Historical context



Naked Juice was started in 1983 by a young man in Santa Monica, California. Thirsty
beachgoers were delighted by this home-squeezed blend of fruits. The juice quickly
caught on and was adopted by a small discount grocery store near the beach. It soon
spread to neighboring stores and eventually across most of Los Angeles. Two
decades later, Naked has become a national brand dedicated to “creating the best all-
natural, 100% juices and juice smoothies, made from the best bare-naked fruits, with
no added sugar and no preservatives.”

A rebranding campaign in 2005 helped Naked eclipse sales of the former industry
leader, Odwalla. Early in 2006, the company opened two new-direct delivery centers
in Sacramento, California and Seattle, Washington. Sales in Sacramento have
increased six-fold since its opening in January, and sales have increased two-fold in
Seattle since operation began in May. In November 2006, Pepsi bought Naked from
its most recent owners, North Castle Partners, to compete with Coca-Cola’s Odwalla.

Now that Naked is under the auspices of PepsiCo, changes in corporate culture are
likely. New ownership means an expansion in marketing and distribution. Naked is
likely to adopt PepsiCo’s core values. PepsiCo focuses on stimulating innovation and
placing an emphasis on results, especially ones that contribute to future growth. Other
brands under the PepsiCo name include Frito-Lay, Pepsi-Cola, Gatorade, Tropicana
and Quaker. With these changes, Naked Juice is quickly rising towards national
prominence in the super-premium juice market.




                                                                                          5
                                       Situation analysis
                                       Industry analysis



Before it was bought by PepsiCo, Naked Juice was the largest independent company in
the super-premium juice market. With the highest brand loyalty in the market, Naked
averages the highest amount of sales per store. Juices within this category are flash-
pasteurized and made with top quality ingredients. Flash pasteurization is different from
any other heat pasteurization process; it involves heating the juice to a high temperature
for at least 15 seconds and then rapidly cooling. This process kills potentially harmful
bacteria while maintaining color and flavor. The move from using the non-pasteurization
technique to the flash pasteurization technique occurred in 1996 after tainted,
unpasteurized Odwalla juice sickened many children and killed one.

Because of the freshness and the top quality fruits in super-premium juices, they are
highly perishable and have a short shelf life. Drinks must be kept below 38°F, thus limiting
distribution options and affecting how supply will meet the growing demand. Weather
conditions also have a large influence over the success in the market. The best, in-
season fruits are selected from all over the world, and natural disasters could severly
reduce production of these juices. Disease outbreaks that cause recalls on vegetables
and fruits can reduce supply.

The rapid growth of this market has been driven by the revised food pyramid and the shift
towards making health-conscious decisions. To meet the increasing demand for healthy
beverages, new competitors have entered the super-premium juice market.




                                                                                               6
                                     Situation analysis
                                     Market analysis



The overall beverage industry’s growth rate is at 2.6 percent per year. The super-
premium juice category grew 42 percent in 2005 and is currently a $640 million market
that is expected to reach $1.4 billion by 2008. This rapid growth reflects the increasing
trend toward healthy living. These juices are loaded with enough fruit to replace a
meal. Each bottle of Naked Juice, for example, contains one pound of fruit, the
equivalent to two servings of the recommended five servings a day. With busy school
and work schedules, people can make the healthy decision to grab a bottle of juice
instead of getting fast-food.

Apart from this trend towards healthier lifestyles, there are other factors that influence
consumer demand. Super-premium juices are in the higher price range and usually
generate demand from the middle-upper class market. According to MRI, there is a
greater demand for fruit juices from women than men. Sales of super-premium juices
fluctuate with the seasons of the year; typically sales are higher during the the summer
months. The short shelf-life of the drinks limits how many bottles consumers are
willing to purchase at one time. Also, disease outbreaks in fruits and vegetables not
only affect supply, but also consumer attitudes and purchases.




                                                                                             7
                                          Situation analysis
                                          swot


               STRENGTHS                                       WEAKNESSES

1. All natural.                                    1. The small amount of delivery centers
2. Made with 100% real juices.                        limits product distribution.
3. No added sugar or preservatives.                2. Low consumer awareness of the product
4. One pound of fruit in each bottle; equivalent   3. Expensive (approx. $3.00 a bottle).
   to two servings of fruit.
5. Freshest fruits from all over the world.
6. Fruits are hand inspected.
7. Use flash pasteurization process to sanitize
   drinks.

             OPPORTUNITIES                                        THREATS

1. Recently bought by PepsiCo which will           1. Highly perishable with a short shelf life.
   expand the product’s distribution.                 Must be kept in temperatures below
2. Can get involved with health related events        38°F to prevent spoiling. Limits
   such as walks and marathons that benefit           distribution.
   health-related causes.                          2. More competition is entering the super-
3. The revised food pyramid calls for more            premium juice category.
   fruit and vegetable consumption.                3. Natural disasters and disease outbreaks
4. Supplements the trend toward a health-             in fruits and vegetables can affect supply
   conscious lifestyle.                               and demand.
5. Has had great success with two newly
   opened direct-store delivery centers in
   Sacramento and Seattle. Opportunities to
   open more centers.



                                                                                                   8
                                  Situation analysis
                                  Competitor analysis

 Naked Juice’s main competitor within the super-premium juice category is Odwalla.
 Odwalla is a subsidiary of Coca Cola while Naked is a subsidiary of Coca-Cola’s
 competitor, PepsiCo. Other Naked competitors include Hansen’s Natural and Bolthouse
 Farms.




              STRENGTHS                                      WEAKNESSES

1. Founded earlier than Naked Juice in 1980.    1. On October 20,1996 several cases of
2. Bought by the Coca-Cola Company in              E.coli were found in Odwalla drinks. This
   2002.                                           outbreak caused one death and 66
3. Helped popularize the flash pasteurization      illnesses.
   technique, which eliminates harmful          2. Highly perishable with short shelf life.
   bacteria without affecting taste.
4. Voluntarily recalled products during the
   E.coli outbreak. Handled the crisis very
   well. Acted immediately and accepted
   responsibility. Provided up-to-date news
   about the situation.
5. Offer more than just drinks. They have
   Odwalla soymilk and food bars.
6. Fruits are cleaned very well before
   processing.




                                                                                               9
                                  Situation analysis
                                  Competitor analysis




             STRENGTHS                                   WEAKNESSES

1. All natural.                               1. Lack of strong name recognition within
2. Company has existed since 1935. It has        the 18-24 year old audience.
   gained respect and recognition for         2. Little variety of smoothie flavors
   healthy fruit juices and products.            compared to competitors.
3. Unique packaging compared to               3. Packaging is not geared towards the 18-
   smoothie competitors.                         24 year old audience.
4. Strong product placement on 9 different
   popular television shows with over 21
   appearances in the year 2005.
5. Positive media exposure in Forbes
   Magazine in 2005. Named in the 200
   best small companies.
6. Print advertisements appeal to all ages.




                                                                                           10
                                   Situation analysis
                                   Competitor analysis




             STRENGTHS                                    WEAKNESSES

1. All natural.                                1. Negative national media exposure for
2. Bolthouse Farms is known for its fresh-        several cases of botulism.
   grown produce, which is used in its         2. Company boasts of their dedication to
   smoothie drinks.                               Christ, discriminating against select
3. Larger variety of unique flavors               potential customers.
   compared to competitors.                    3. Product packaging is conservative and
4. Attractive packaging with descriptions of      may not appeal to all ages.
   each health benefit.
5. Advertising focuses on the drinks’
   vitamins and nutrients.




                                                                                          11
objectives
quantitative benchmarks & time frame


Two objectives have been set for the Naked Campaign in order to continue the
product’s recent success. First, despite the fact that Naked has recently become the
industry leader, our survey results indicate it still lags behind its closest competitor,
Odwalla, in product awareness among 18-24-year olds. Our advertising campaign will
target 18-24 year old females. We aim to double awareness from current levels of
15% to 30% over the span of the first three months of our campaign. Once awareness
has increased, we aim to increase sales among aware consumers by 20% over the
second set of three months of our campaign. We hope to maintain these new levels of
awareness and sales in the final two months of our campaign.

Our campaign will begin in March 2007, with a focus on creating awareness over the
first three months of our campaign. Starting in June 2007, our campaign will shift its
focus towards promoting sales over the next three months. The final two months of the
campaign, beginning in September and ending in October, will focus on maintaining
awareness and sales after the heavier portions of our campaign have concluded.




                                                                                 12
                                budgeting
                                Method and amount




For our advertising campaign, Naked Juice has allotted a $15 million budget. The
sum was determined by Naked using a percent of sales method. The allotted budget
will be distributed among the following media.




                            $5,880,000
   $766,584
                               39%
     5%
                                                               Magazines
                                                               Billboards
    $1,703,323
                                                               Spot Radio
        11%
                                                  $784,000
                                                     5%
                                                               Cable TV
                                                               Broadcast TV
                         $5,859,500
                             40%




                                                                                   13
strategy
Target market



   Our advertising plan has a target market of health conscious 18-24 year-
   olds. In a society that has become more concerned with healthy living and
   healthy eating, it is important that our advertising campaign emphasizes
   the quality fruits and nutrition that Naked has to offer. We have selected
   six major metropolitan areas in which we will focus our advertising efforts.
   Naked Juice is perfect for people with busy schedules and active lifestyles.




                                                                              14
strategy
campaign strategy

 As mentioned before, Naked has the highest brand loyalty in the super-premium
 juice category. This loyalty stems from the unique product concept that Naked
 Juice has for its products. Consumers see Naked as a juice with many health
 benefits. The strength of this product concept is the driving force behind our
 campaign; it has helped shape our creative ideas. As a result, our advertising
 efforts emphasize the all-natural juices and healthy ingredients that Naked Juice
 has to offer.

 Our survey results indicate that awareness levels of Naked Juice are low. Many
 of those we surveyed had no knowledge of the brand, thus it is essential that our
 advertising efforts focus on awareness. With the current trend toward healthy
 eating, we want to raise awareness of the product as a nutritious drink to
 stimulate sales among health conscious consumers. In particular, we are
 targeting 18-24 year-old females, a health conscious consumer audience.

 Our advertising campaign aims to increase awareness levels from 15-30% and
 increase sales by 20%. A variety of specific media outlets have been selected to
 reach the target audience when and where it will be most effective. Television,
 print, radio, and billboard advertisements will be used to deliver our product
 messages. Also, several integrated marketing communications tactics will be
 used to reinforce our other advertising efforts.




                                                                             15
                                 execution
                                 Creative Objectives & Strategies



COPY OBJECTIVES
     To increase awareness of Naked Juice.
     To inform consumers that the drink is made of all natural ingredients.
     To position the product as a healthy juice drink.
     To associate the product with all natural ingredients.
     To appeal to an 18-24 year-old female market.


COPY STRATEGIES
  Our advertising audio and visuals focus on two messages:
  1. Nothing to Hide
  2. One Pound of Fruit in Each Bottle

   We have selected these themes because they would be most effective in
   reaching our health-conscious target audience of 18-24 year-old females.
   The goals of our campaign are to increase product awareness and
   increase sales. Therefore, we must first increase awareness of Naked’s
   health benefits to stimulate sales of the product. We use product benefits,
   sex appeal and humor as consistent themes in our advertisement to attract
   the attention of our audience. Some advertisements are intended to raise
   awareness of the product, and some are advertisements that are intended
   to promote sales.




                                                                                 16
                               execution
                               Creative Objectives & Strategies: TELEVISION


The television commercials in our advertising plan are based on humor. Each
commercial ends with a button that leaves an upbeat, favorable impression on
the audience. Two of the three commercials have been produced by MoJo
Media. They use the message “Nothing to Hide” to inform consumers about
Naked’s all natural ingredients. The commercials use the pun “get naked” to
grab the attention of the audience. The first commercial, Get Naked, uses
both humor and sex appeal to draw interest; it involves a situation that women
can identify with. The second and third commercials involve everyday life
moments. Again, the humor of each situation helps simulate interest in Naked
Juice.

The first two commercials will be used to increase awareness. The third will
be used to promote sales because it assumes that people are familiar with
Naked Juice and informs potential consumers of product features.




                                                                                 17
                           Television commercials
                           Getting naked: “Nothing to hide”




A GUY AND A GIRL ARE         CU GIRL                      WS GUY AND GIRL ON COUCH;
SITTING ON A COUCH. THEY                                  THEY ARE FIDGETING. STILL
ARE ON A DATE. THERE IS                                   AWKWARD SILENCE
AWKWARD SILENCE.




CU GUY                       WS GUY AND GIRL ON COUCH.    GUY IS CONFUSED, BUT
                                                          PROCEEDS TO REMOVE HIS
                             GIRL: So, I’m gonna go get   SHIRT. WS REVEALS THAT THE
                             Naked.                       GIRL IS LOOKING IN THE
                                                          FRIDGERATOR.
                             GIRL WALKS OUT OF FRAME.
                             GUY IS CONFUSED.                                      18
                             Television commercials
                             Getting naked: “Nothing to hide”




CU GUY’S CHEST     AS   HE     CU GUY TAKES OFF SHOE,    WS GUY UNBUCKLES BELT.
REMOVES SHIRT.                 FALLS ON FLOOR.




CU UNZIPS PANTS.               MS GIRL AT FRIDGERATOR.   CU GUY STRUGGLES TO GET
                                                         PANTS OFF.


                                                                                  19
                             Television commercials
                             Getting naked: “Nothing to hide”




CU GUY SHAKES PANTS OFF        CU OF GUY’S LEGS AS HE                   MCU GIRL WALKS BACK INTO
LEGS.                          SLIDES HIS BOXERS OFF                    ROOM CARRYING A BOTTLE
                                                                        OF JUICE.   SHE HAS A
                                                                        STARTLED LOOK ON HER
                                                                        FACE.




GUY LYING ON COUCH IN          FULL SCREEN GRAPHIC. “NOTHING            [BUTTON]
BACKGROUND. THE NAKED          TO HIDE” FLIES IN FROM THE LEFT.         WS GIRL RUNS OUT OF
JUICE   IN    FOREGROUND       SFX: whoosh
                                                                        APARTMENT DISGUSTED AND
COVERING THE “VITAL AREA.”                                              GUY RUNS OUT AFTER HER
                               V.O.: “Get Naked. We’ve got nothing to   COVERING HIS BODY WITH
                               hide. 100% all natural.”                 PILLOWS.              20
                                Television commercials
                                Real estate agent: “Nothing to hide”




WS HOUSE WITH “FOR SALE”          WS REAL ESTATE AGENT               WS COUPLE STEPS OUT ONTO
SIGN IN YARD.                     (SARA) AND COUPLE ARE              PATIO AND LEANS ON SIDE.
                                  STANDING IN LIVING ROOM.
SOT.: Hello, my name is Sara.                                        SOT: Careful sweetie. Don’t lean
                                  SARA: I’m going to be giving you   on that, okay?
                                  a tour of the house today.         COUPLE IS STARTLED BY HER
                                                                     COMMENTS




MCU SARA.                         WS DANK ROOM.                      CU DIRTY PIPES. SARA POPS
                                                                     HER HEAD INTO FRAME.
SARA: Termites!                   SARA: This is the laundry room
                                  and the living room.               SARA: Ewww, what’s that smell?
                                                                     Must be the molding!         21
                                  COUPLE      LOOKS     AROUND
                                  ROOM.
                                 Television commercials
                                 Real estate agent: “Nothing to hide”




MS   SARA     STANDING      IN     FULL SCREEN GRAPHIC                   [BUTTON]
KITCHEN.
                                   SARA: (laughing)                      MS COUPLE QUICKLY RUSHES
SARA: Let’s take a look at the                                           PASSED SARA TO LEAVE.
view, shall we?                    FULL   SCREEN    GRAPHIC.
                                   “NOTHING TO HIDE” FLIES IN            SARA TURNS TOWARDS THEM.
SARA PULLS BACK CURTAIN            FROM THE LEFT.
REVEALING THE NEIGHBOR                                                   SARA: But I haven’t even shown
LOOKING IN THE WINDOW AND          SFX: whoosh                           you the flooded basement yet.
WAVING.                                                                  No?
                                   V.O.: “Get Naked. We’ve got
SARA: Oh that’s our neighbor,      nothing to hide. 100% all natural.”
Ann, she likes to pop in
sometimes!




                                                                                                      22
                                           Television commercials
                                           Breaking news: “one pound of fruit”




SLOW ZOOM IN TO WS ANCHOR AT                 WS ANCHOR STANDING IN FRONT OF               MS ANCHOR APPROACHES WOMAN.
DESK.                                        JUICE AISLE. PEOPLE ARE RUNNING
                                             AROUND IN BACKGROUND.                        ANCHOR: Excuse me ma’am, can you
ANCHOR: We interrupt this programming                                                     explain what is going on?
to bring you breaking news. We take you      ANCHOR: I am standing here in the local
live to the scene.                           supermarket where there seems to be a
                                             strange phenomenon occurring related to
                                             pounds of fruit and the juice drink Naked.




MS WOMAN PUTS BOTTLE IN CART.                WS BOTH WOMEN STARING INTO                   MCU ANCHOR LOOKING VERY
IT TURNS INTO FRUIT.                         CART.                                        SHOCKED.
Woman: “I don’t know. Every time I go to                                                  ANCHOR: Oh my goodness. This
put this bottle of Naked Juice into my                                                    appears to be a very serious situation.
cart, this happens!”                                                                                                           23
                                          Television commercials
                                          Breaking news: “one pound of fruit”




FULL SCREEN GRAPHIC                          WS WOMAN WALKING OUT OF
                                             STORE. SHE IS STRUGGLING TO
FULL SCREEN GRAPHIC. “ONE                    CARRY BAGS FULL OF FRUIT TO HER
POUND OF FRUIT IN EACH BOTTLE!”              CAR.
FLIES IN FROM THE LEFT.

SFX: whoosh

V.O.: Naked. One pound of fruit in each
bottle.




                                                                                24
                               execution
                               Creative Objectives & Strategies: PRINT



MoJo Media has designed a series of four print advertisements. The first
advertisement was designed with our female target audience in mind. This
advertisement is to be used in conjunction with the awareness phase of our
campaign. Humorously, it explains that Naked Juice has “nothing to hide”
because it is 100% all natural.

The other three print advertisements involve cartoon creations. In these ads
the specific flavor of Naked Juice has been brought to life in a cartoon form.
Every fruit that makes up the cartoon figure is a fruit that is found in that flavor
of Naked. The colors are vibrant and the copy is simple, capturing the
attention of readers. The cartoon creatures are visually appealing, drawing
readers in to read more about Naked. These ads emphasize the product’s
nutritious benefits and promote the message “one pound of fruit in each
bottle.” The continuity in these ads helps to maintain awareness of the brand,
and promote sales for different flavors. We will use these ads primarily during
the sales phase.




                                                                                       25
PRINT ADVERTISEMENTS
Liar: “NOTHING TO HIDE”




                          26
PRINT ADVERTISEMENTS
Green monster:“one pound of fruit in each bottle”




                                          27
PRINT ADVERTISEMENTS
Power-c: “one pound of fruit in each bottle”




                                          28
PRINT ADVERTISEMENTS
Orange mango motion: “one pound of fruit in each bottle”




                                                    29
                               execution
                               Creative Objectives & Strategies: RADIO




Radio writing has to be clearer than any other kind of copywriting. We will
place two commercials on spot radio. The first is similar to the television
commercial, Get Naked. It makes use of various sound effects to make the
scene come to life. People are busy driving when they listen to our ads, so
we have designed them to be entertaining to listen to. The message at the
end of the commercial is catchy, simple, and easy to remember. Both
commercials will run during the awareness phase because they are effective
in informing people about the health benefits of Naked.




                                                                              30
                                 Radio commercials
                                 Get naked: “nothing to hide”

                        SFX                                           AUDIO

SFX: Digital Whoosh                          NARRATOR: Don’t let this happen to you:

SFX: Background Motown music                 BOY: Do you want to sit on my couch with me?

                                             GIRL: Um, ok.

                                             BOY: This is nice.

                                             GIRL: I’m going to go get naked.

                                             BOY: Oh my god…



SFX: Footsteps

SFX: Fridge Door

SFX: Gulp

                                             GIRL: Mmm.

SFX: Footsteps

                                             GIRL: What are you doing??

SFX: Background Motown music fades down      BOY: Oh my god, what?!

                                             GIRL: Put some clothes on!

                                                                                            31
                                 Radio commercials
                                 Get naked: “nothing to hide”

                                             BOY: I thought you said you were going to get naked!

                                             GIRL: Yeah Naked, like the smoothie drink.
SFX: Background Motown music fades up
                                             NARRATOR: Get Naked. We’ve got nothing to hide.

                                             BOY: Can I have a sip?




                                                                                                    32
                               Radio commercials
                               What ‘s that?: “nothing to hide”

                        SFX                                          AUDIO

SFX: Background Upbeat Music               KATIE: Whacha drinking Chelsea?

                                           CHELSEA: Naked Juice.

                                           KATIE: (laughter)…Naked Juice? What’s that?

                                           CHELSEA: Oh, it’s a fruit and smoothie drink.

                                           KATIE: Oh, I hate smoothies; they have so much sugar in
                                           them.

                                           CHELSEA: Not Naked. It’s 100% natural with a pound of
                                           fruit in every bottle.

                                           KATIE: A pound of fruit in every bottle?

                                           CHELSEA: Yeah, isn’t that crazy? It comes in delicious
                                           flavors like Strawberry Kiwi Kick & Orange Mango Motion. I
                                           discovered them 3 months ago & they’re so good that I
                                           can’t stop drinking them.

                                           KATIE: Wow that sounds amazing.

                                           CHELSEA: Yeah.

                                           KATIE: So, can I have a sip?

                                           CHELSEA: I just took the last gulp, sorry Katie.


                                                                                                     33
                        Radio commercials
                        What ‘s that?: “nothing to hide”

                                    KATIE: Not now mom, I gotta go get Naked.

SFX: Cell Phone Rings               NARRATOR: Naked. With a pound of fruit in every bottle,
                                    we’ve got nothing to hide.




                                                                                              34
                                    execution
                                    Creative Objectives & Strategies: BILLBOARDS

The visual on this billboard is shocking enough to catch the attention of any 18-24 year-old female who drives
passed it. The sex appeal used in this advertisement is exactly what attracts the attention of this target audience.
We will use this billboard during our awareness phase; it is sure to generate some buzz and make people want to
know more about Naked. It is sure to be remembered in an unaided recall test!




                                                                                                                       35
                                    execution
                                    Creative TESTING



MoJo Media understands that an advertising plan means nothing if it is not
effective. That is why we will pretest and posttest all of our creative ideas to
prevent costly errors.

We will use a variety of qualitative and quantitative techniques to pretest for
likeability and comprehension of our message. Through direct questioning of
members of our target audience, we will determine how well our
advertisements convey copy points. We want to ensure that our efforts are
raising awareness about Naked’s all natural ingredients. To pretest our
commercials, we will conduct central location tests in shopping malls located
in each of our six target cities. Participants will be asked questions about
Naked Juice before and after exposure to the commercials. We will also
conduct clutter tests with focus groups to measure effectiveness,
comprehension and attitude shifts.

Our agency will conduct posttests to measure campaign success in achieving
our goals of increasing awareness and sales. Attitude test results will indicate
if consumers have a favorable image of Naked Juice, and would therefore
consider purchasing the product. Since we are placing our ads in targeted
markets, we will use inquiry tests to determine an ad’s attention-getting value.
We will also use sales tests to measure success in sales.




                                                                                   36
EXECUTION
MEDIA PLAN: OBJECTIVES

 REACH THE TARGET AUDIENCE
 As a drink with 100% all natural juices and wholesome ingredients, Naked
 targets the health-conscious. Our advertising plan is targeted towards 18-24
 year-old females who live healthy and active lifestyles. Each bottle of Naked
 Juice is loaded with one pound of fruit and can serve as a meal for women on
 the go. Naked Juice is the perfect supplement to a busy schedule and an
 active lifestyle. Our advertisements will inform female consumers that Naked
 Juice is the perfect fit for a healthy lifestyle.


 GEOGRAPHIC SCOPE OF THE PLACEMENT
 Our advertisements will be placed in a combination of national, regional and
 spot media. We will be purchasing advertising space in the national
 magazines People, Spin, Rolling Stone and Cosmopolitan. Regionally, we will
 display advertisements on billboards. We will use spot radio, and broadcast
 and cable television as channels to deliver our messages.


 MESSAGE WEIGHT
 Currently, Naked Juice has high awareness and strong brand loyalty on the
 West Coast, where the juice drink originated. However, awareness of Naked
 products remains low as you move east. We have selected six major
 metropolitan areas in the Northeast, Midwest and Mid-Atlantic regions of the
 country where we will heavily focus our advertising efforts. These key
 locations will provide the exposure we need to effectively reach busy, female
 consumers.




                                                                             37
EXECUTION
MEDIA PLAN: STRATEGIES


  REACH AND FREQUENCY
  With a specific target market of 18-24 year-old females, our media plan aims
  to have a reach of 85% and a frequency of 6.


  CONTINUITY
  Our Naked Juice advertising campaign will be executed using a pulsing
  schedule. Since this campaign is designed to increase awareness and sales
  of the product, it is important to advertise heavily in the beginning of the
  campaign to achieve maximum awareness of the product. Our campaign is
  organized and divided into five separate phases in an eight month campaign,
  beginning on March 4, 2007 and ending October 20, 2007. In the first phase
  which includes all of March, April, and May, the focus will primarily be on
  awareness of the product. Cable television, spot radio, and billboards that will
  coincide with the magazine advertisements will be featured during this period.
  The second, third, and forth phases will focus primarily on increasing sales
  and will each be one month long from June to August 2007. Throughout these
  phases, cable television and magazines will be used along with the
  introduction of our broadcast advertising in Project Runway, starting the
  second week of July. The last phase is maintenance of awareness and sales
  with advertisements placed during Project Runway. By using this pulsing
  strategy, our campaign will achieve optimal frequency and reach, and keep the
  target market aware of Naked’s all natural benefits.




                                                                               38
EXECUTION
MEDIA PLAN: STRATEGIES


LENGTH/SIZE OF ALL ADVERTISEMENTS

The four print advertisements will focus on gaining awareness and sales. The first
advertisement will be in print during the first phase to gain awareness throughout
the target market. Each subsequent advertisement will be introduced throughout
the second, third, and forth phase and will be similar in format, imagery, and
content to obtain greater recognition. The size of the print advertisements will
follow the standard 7”x10” format in both People and Cosmopolitan magazine.
Rolling Stone’s advertisement will be adjusted to fit their 9” x 11” format and Spin’s
advertisement will also be slightly adjusted to fit their 8.5” x 10.313.”

The campaign’s billboard advertisement will be seen during the awareness phase.
Billboards will be placed in some of the US’s top populated cities to reach a greater
number of potential viewers. The size of the billboard will be 14’ x 48.’

Each of the three television ads that will be placed on broadcast and cable
networks will be 30 seconds long. The Get Naked and Real Estate commercials
will air during the awareness phase, and the Breaking News commercials will air
during the sales phase.

Spot radio will also be used in the same cities as the billboards are placed to
ensure greater frequency within the demographic market. Trends tend to catch on
quicker in urban areas. Therefore with having both spot radio and billboards
placed in urban areas during our awareness campaign, information through word
of mouth to surrounding areas can be spread to start the buzz about Naked Juice.




                                                                                  39
   EXECUTION
   MEDIA PLAN: choices


      MEDIA MIX



         Magazines
         Rolling Stone                Billboards
         Spin                         Billboards will be placed in some of
         Cosmopolitan                 the most populated U.S. cities:
         People
                                      New York City
                                      Philadelphia
                                      Boston
                                      Baltimore
                                      Washington D.C.
Radio
                                      Chicago.
Advertisements will be placed on
spot radio in the following cities:

New York City
Philadelphia
Boston                                      Broadcast TV
Baltimore                                   Project Runway
Washington D.C.
Chicago.                                    Cable TV
                                            The Daily Show
Each of these cities will have ads          The Colbert Report
placed on three radio stations in
their area.



                                                                    40
        EXECUTION
        MEDIA PLAN: choices
MEDIA JUSTIFICATION

Broadcast and Cable TV: The Daily Show and Colbert Report have become popular and trendy
ways for younger audiences to get their news. By placing the ads on both the Daily Show and the
Colbert Report, we increase frequency among viewers because both shows are on Comedy
Central one following the other. Advertisements placed on these shows will air throughout the
first four phases. Advertisements during Project Runway will also run simultaneously with these
shows through most of phase three, all of phase four, and will last until the third week in October,
ending phase five. As one of the top rated shows on broadcast television, Project Runway,
focuses on fashion and draws in a large female audience that we are targeting.

Billboards: Our target audience of 18-24 year-old women are often on the go and endure a
hectic lifestyle. Billboards will be a quick way to get our message across to the target audience
when they are traveling to and from work. Naked Juice is a product that is a quick, easy, and
healthy meal that can be consumed on the go.

Magazines: We chose magazines that focused on readers who were concerned with the latest
trends in fashion, music, health, beauty, and popular culture. Naked’s all natural ingredients
mesh well with today’s growing trend for a healthier lifestyle. By placing ads in magazines like
People, Spin, Rolling Stone and Cosmopolitian we reach the target audience we are looking for.

Radio: We chose to air 30 second radio spots in six of the biggest cities in the eastern United
States. Radio has the ability to reach people while they are “on the go”, which will help us
capture the attention of our target audience. Since our target audience is made up of people 18-
24 years of age, we chose to have our ads playing on the formats of Hot A/C, CHR-pop, and
Modern Rock. Although Hot A/C is described as “Adult Contemporary”, it is designed for a
general audience. With current hits and old-time favorites, Hot A/C stations attract people of all
ages, particularly a younger audience. These stations concentrate on the most popular upbeat
music within the last year. CHR-pop (“Contemporary Hits Radio”) is comprised of brand new
release of singles off of Billboard’s top 100. The target audience of CHR-pop is comprised of
people 15-30, which perfectly fits our target audience. The last format we chose, Modern Rock,
directly targets the college population. Modern Rock stations concentrate on break-out artists and
cutting-edge singles.

                                                                                            41
   EXECUTION
   MEDIA PLAN: choices

COMPETITIVE MEDIA ASSESSMENT


                 Positions itself as a refreshing   Odwalla uses print
                 beverage, free of all the          advertising. Their
                 unhealthy ingredients normally     advertisements convey a
                 found in foods and drinks.         care-free, down to earth
                                                    perspective on life with fresh,
                                                    delicious smoothies.

                 Positions itself as America’s      Hansen’s uses print
                 natural beverage company.          advertising, as well as coupon
                 They describe their smoothies      books. Their print
                 as a healthy alternative with      advertisements use a slice-of-
                 delicious flavors.                 life strategy with people of all
                                                    ages.


                 Positions itself as a premium    Bolthouse Farms uses print
                 provider of the best fruits and advertising. They focus on the
                 the healthiest beverages made homegrown aspect of their
                 from homegrown produce.         product and the freshness of
                                                 their produce.




                                                                                 42
                                                                                                EXECUTION
                                                                                                MEDIA PLAN: Scheduling and buying


Cable
                                                                                   Ads                          Ads Purchased               Ads Purchased               Ads Purchased               Ads Purchased
          Title                 CPM             Rating             Cost        Purchased in     Total Phase 1      Phase 2    Total Phase 2    Phase 3    Total Phase 3    Phase 4    Total Phase 4    Phase 5    Total Phase 5                                  Total
Daily Show/Colbert Report   $     14.00                  20 $     280,000.00              12 $     3,360,000.00             0 $         -               0 $         -               0 $         -               0 $          -                              $ 3,360,000.00
Daily Show/Colbert Report   $     14.00                  15 $     210,000.00                0 $             -               4 $ 840,000.00              4 $ 840,000.00              4 $ 840,000.00              0 $          -                              $ 2,520,000.00
                                                                                                                                                                                                                                                           TOTAL             $ 5,880,000.00
Broadcast
                                                                                   Ads                                Ads Purchased                    Ads Purchased               Ads Purchased               Ads Purchased
           Title                                                   Rate        Purchased in         Total Phase 1        Phase 2    Total Phase 2         Phase 3    Total Phase 3    Phase 4    Total Phase 4    Phase 5    Total Phase 5                    Total
Project Runway                                                $    56,000.00                  0 $              -                  0 $         -                    3 $ 168,000.00              4 $ 224,000.00              7 $   392,000.00                $ 784,000.00

                                                                                                                                                                                                                         TOTAL            $   784,000.00
Spot Radio
                                                                               Purchased in                           Ads Purchased                    Ads Purchased                    Ads Purchased                    Ads Purchased
         Location               CPM             Rating             Cost          Phase 1            Total Phase 1        Phase 2       Total Phase 2      Phase 3       Total Phase 3      Phase 4       Total Phase 4      Phase 5       Total Phase 5       Total
New York City               $      6.00                  25   $    12,216.00              36    $        439,776.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $ 439,776.00
Philadelphia                $      6.00                  25   $     2,196.00              36    $         79,056.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $  79,056.00
Boston                      $      6.00                  25   $       834.00              36    $         30,024.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $  30,024.00
Baltimore                   $      6.00                  25   $       954.00              36    $         34,344.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $  34,344.00
Washington, D.C.            $      6.00                  25   $       828.00              36    $         29,808.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $  29,808.00
Chicago                     $      6.00                  25   $     4,266.00              36    $        153,576.00               0    $         -                 0    $         -                 0    $         -                 0    $          -     $ 153,576.00
                                                                                                                                                                                                                                                           TOTAL             $   766,584.00

Magazine
                                                                                   Ads                                Ads Purchased                    Ads Purchased                    Ads Purchased                    Ads Purchased
            Title           Frequency         Circulation          Rate        Purchased in         Cost Phase 1        in Phase 2     Cost Phase 2      in Phase 3     Cost Phase 3      in Phase 4     Cost Phase 4      in Phase 5     Cost Phase 5           Total
People                      Weekly                3,823,604   $   198,500.00              12    $     2,382,000.00                 2   $ 397,000.00                 2   $ 397,000.00                 2   $ 397,000.00                 0           $0.00     $ 3,573,000.00
Rolling Stone               Bi-monthly            1,432,816   $   131,350.00                5   $       656,750.00                 1   $ 131,350.00                 1   $ 131,350.00                 1   $ 131,350.00                 0           $0.00     $ 1,050,800.00
Cosmo                       Monthly               2,908,861   $   166,200.00                3   $       498,600.00                 1   $ 166,200.00                 1   $ 166,200.00                 1   $ 166,200.00                 0           $0.00     $ 997,200.00
Spin                        Monthly                 501,260   $    47,700.00                3   $       143,100.00                 1   $   47,700.00                1   $   47,700.00                0   $         -                  0           $0.00     $ 238,500.00
                                                                                                                                                                                                                                                           TOTAL             $ 5,859,500.00

Billboards
                                              Cost/Day          Cost (60
         Location           Population        (100GRP)           Days)
New York City                 8,143,197   $      16,286.39    $ 977,183.40                                                                                                                                                                                 Used               ############
Philadelphia                  1,463,281   $       2,926.56    $ 175,593.60                                                                                                                                                                                 Left              $     6,592.20
Boston                          559,034   $       1,271.63    $  76,297.80
Baltimore                       635,815   $       1,118.07    $  67,084.20
Washington, D.C.                550,521   $       1,101.04    $  66,062.40
Chicago                       2,842,518   $       5,685.04    $ 341,102.40
                                                              TOTAL            $ 1,703,323.80




                                                                                                                                                                                                                                                                                 43
                                  EXECUTION
                                  MEDIA PLAN: Scheduling and buying

                             March    April   May     June    July    Aug     Sept    Oct
Weeks                       1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
MEDIA
Cable
Daily Show/Colbert Report

Broadcast
Project Runway

Spot Radio
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago

Magazine
People
Rolling Stone
Cosmo
Spin

Billboards
New York City
Philadelphia
Boston
Baltimore
Washington, D.C.
Chicago

                                                                                        44
EXECUTION
Integrated Marketing Communications



   Naked Juice will employ a variety of IMC tactics to strengthen the
   effectiveness of the advertising plan and increase sales. To create customer
   loyalty, coupons for discounts off Naked Juice purchases will be attached to
   bottles. The coupons will be valid for three months (May-July). Point-of-
   purchase displays will also be exhibited in grocery stores with heavy exposure
   in college towns to maintain awareness. A Naked Juice truck will also travel
   across the country. The truck will visit various cities across the United States,
   appearing at outdoor summer concerts and college events. The truck will
   coast on vegetable oil, to reflect Naked Juice’s concern for the environment.
   This will help to spread awareness that Naked is an socially responsible
   company.

   We would like to stage some high profile events in largely populated areas like
   Times Square. Men with Naked Juice bottles painted on their chests and
   backs will walk around wearing only little shorts. Samples will also be given
   out to introduce people to the product and stimulate future purchase. This will
   create buzz and drastically increase awareness of the product.

   As a super-premium juice company, Naked can sponsor health related events
   like “Jumprope for Heart.” Not only will this increase awareness, but it will
   establish the company as a community supporter.




                                                                               45
                        Evaluation
                        Criteria for success-measurement methods



The two goals we set in this advertising campaign are to increase awareness
of Naked Juice from 15%-30% and to increase sales by 20%. To monitor our
progress towards meeting our objectives we will conduct a survey before
implementing the plan, after each phase, and finally at the end of the eight
month campaign.      The survey will include geodemographic questions,
purchase history, awareness of the product, and attitude towards the brand.
By surveying after each phase, we can reassess our advertising efforts and
make the necessary changes to keep us on the path to success.

As we mentioned earlier, we plan on conducting posttesting to measure
consumer attitude towards the product. It is important that consumers are
pleased with Naked Juice and that they see it as a healthy drink option. We
will interview 1000 consumers after every phase to see if our advertising
efforts are being effective in raising awareness and promoting purchases. We
can determine the success of our sales goals quantitatively by conducting a
sales test. Using these measurement methods, we can know if our advertising
campaign was successful in meeting our goals within the timeframe.




                                                                               46
                            Evaluation
                            Marketing recommendations


Product
- Make package more clear, to fit with the “naked” image

Price
- Lower prices, the high prices discourage people from purchasing.

Placement
- Expand distribution area.
- Keep product location consistent within grocery stores. For example, near
the yogurt section.

Promotion
- Offer more coupons on a national scope, not just on the West Coast.

Other
- Extend the brand to produce other healthy snacks like nutrition bars or dried
fruit. Competitor, Odwalla, produces other products besides juice.




                                                                                  47
conclusion



     Thank you again, for the opportunity to
     propose our ideas. I hope you can see how
     we can put some of our own mojo into your
     juice!




                                                 48

				
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