Beruflich Dokumente
Kultur Dokumente
Blaine Burnham, Brooke Van Roy, Fredrik Kilde, Jon Keimig, Josh Borst
Bergfeldt
SWOT-Situational Analysis
Strengths
Innovative in
its category
Healthy
beverage in a
health
conscious
society
Works with
nonprofit
organizations
Weaknesses
Owned
by
Pepsi-Co:
unhealthy
image
Small
budget
Appeals
mostly
towards
women
Opportunities
Re-create
image to
appeal to a
larger
audience
Use social
media to
increase
brand
awareness
Create
brand
personality
with strong
brand story
Threats
Amount of
competitors
Lack of brand
awareness
Competition
coming into
IZZEs niche
market
Creative Brief
Creative Strategy IZZE is the healthy beverage for the proactive consumer,
and it is an untapped lucrative resource for retailers.
Promise IZZE is the affordable, healthy choice for the consumer who has a
busy lifestyle but cares about what they consume.
Attendance at trade shows to show the product to other businesses and retailers
Total GRPs
Budget
Mix %
Total Radio
1988
$4,578,100
25.4%
National Radio
1490
$4,107,000
22.9%
Spot Radio
498
$471,100
2.6%
Total Digital
1912
$3,594,500
20.0%
National Digital
741
$3,049,600
17.0%
Spot Digital
1171
$544,900
3.0%
Magazine
800
$6,810,300
37.9%
Outdoor
*2479
$985,200
5.5%
Promotional
N/A
$2,000,000
11.1%
Total
4701
$17,968,100
100%
Reach goals
Reach
Frequency
January-February
65
195
March
70
210
April-July
90
360
August
70
210
SeptemberDecember
65
195
Reach
Frequency
GRPs (Total)
January-February
74
101 (296)
March
80
110 (320)
April-July
95
210 (570)
August
80
110 (320)
SeptemberDecember
74
101 (296)
reach, frequency levels, and GRPS would be focused on the months from April July.
Frequency level 6
Reach 95
570 GRPS
For March and August the will be a medium focus.
Frequency level 4
Reach 80
320 GRPS
Our lowest focus would be from Semptember February.
Frequency level 4
Reach 74
296 GRPS
Pulsing
Media Budget
$18,000,000 Budget
Pulsing Strategy
Spot Spending
Radio ($471,100)
Outdoor ($985,200)
Digital ($544,900)
National Spending
Radio ($4,107,000)
Magazines ($6,810,300)
Digital ($3,049,600)
Trade Shows
$500,000
Retailer Taste-Testing
$1,000,000
$300,000
$200,000
Geography
Spot markets included: Bakersfield, CA; Fresno, CA; Salt Lake City, UT;
Phoenix, AZ; Miami-Ft. Lauderdale, FL, Los Angeles, CA; Las Vegas, NV;
El Paso, TX; San Diego, CA; Milwaukee, WI
With this focus we will be able to reach the largest most effective audience
possible while remaining in budget.
MARCOM Objectives
MARCOM Strategies
National Advertising
Spot Advertising
Outdoor (Billboards)
MARCOM Vehicles
Advertising Medium
Vehicle(s) Used
Google.com (SEM)
Forbes.com, Google.com/finance
Social
Mobile
Radio
Outdoor
Trade Shows
Media Schedule