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Table of Contents

Introduction 2

Company Analysis 2

Environmental Analysis 2

Product Analysis 3
Figure 1.0 5
Figure 1.1 6

Consumer Analysis 7

Competitive Analysis 7
Figure 1.2 8
Figure 1.3 9

SWOT Analysis 11
Figure 1.4 Swot Analysis Chart 11
Figure 1.5 Number of consumers of Glacau Smartwater within the last 7 days in
the United States from autumn 2010 to spring 2016 (in millions) 13
Figure 1.6 Bottled water consumption worldwide from 2007 to 2017 (in billion liters)
14
Figure 1.7 Water Bubbles Up as Soda Goes Flat 15

Analysis of Research 16

Target Market Profile 18

Objectives and Strategies 20

Advertising Strategy 22

Instore 23

Budget 23
Figure 1.8: Campaign Budget 25
Figure 1.9: Budget Breakdown of Media Costs 26

Media Objectives & Strategy 28

Media Tactics: Specific Vehicle Recommendations 31


Figure 1.10: Media Schedule 31

Conclusion 38

References 38

SMARTWATER MARKETING PLAN - SPRING 2017 1


Introduction

The main goal of our IMC plan is comprehension. We plan on achieving more brand
comprehension by meeting our 3 objectives which are to get more prime display space within
DMAS, increase company market share, and differentiate our product from our competition. We
plan to accomplish these objectives with a detailed marketing plan, using multiple types of
media, and a major celebrity endorsement from the Chicago Cubs 3rd baseman Kris Bryant.

Company Analysis
In 1996, Darius Bikoff founded Smartwater under the Energy Brands, Inc. Today, Smart
Water is produced under the Glaceau brand name and sold by Coca Cola. It is vapor
distilled water with added electrolytes, calcium, magnesium and potassium.
Smartwater is considered a leader in the enhanced water category.

The Smartwater mission statement is to refresh the world, to inspire moments of


optimism and happiness, and to make a difference. The philosophy of Smartwater is
that providing the best quality water is vital, and their position within Coca-Cola is a
healthy option for the people that live an active on-the-go lifestyle (Glaceau).

Environmental Analysis
Owned by a parent company Coca Cola, Smartwater has become one of the largest
bottled water brands in the United States through the brands effective use of
marketing strategies and premium image. Smartwater understands that to be
successful in a highly competitive and cluttered market they must develop an
understanding of environmental factors that may affect their business.

Environmental factors that have an affect on Smartwater are political & legal, social &
cultural, technological, and economical. All four of these factors can have a major
impact on both Smartwater and the bottled water industry as a whole.

Political & legal factors that affect Smartwater are trade tariffs, political push toward
saving the environment, and having to meet certain quality standards. Trade tariffs can
greatly affect the cost of the company. A political campaign directed towards saving
the environment could make a push for the stoppage of plastic bottles being

SMARTWATER MARKETING PLAN - SPRING 2017 2


distributed. All bottled water companies must meet the basic quality standards set by
the FDA and EPA.

Social & cultural factors that have an affect on Smartwater are lifestyle trends and
demographic trends. Lifestyle trends that affect Smartwater currently are consumers
desire for healthier, active lifestyles and the need to be environmentally conscious.

Technology is another key factor that could have an impact on the bottled water
industry. A major technological factor in the market right now is the trend of eliminating
plastic all together and making water in a box. Boxed water is becoming more popular
because it is seen to be better for the environment (Eco-Officiency). One other major
technological factor that could have a harmful effect on Smartwater is the increase in
home filtration systems. Home filtration systems cut into the bottled water industry
because of their convenience and affordability.

A few economical factors that could potentially affect the Smartwater brand are the
use of recyclable materials. With the current trend of environmentally conscious
consumers, making sure all bottled water materials used can be recycled is vital.
Another economical factor that would affect the brand are natural disasters that would
cause a spike in the demand for water.

Product Analysis
Energy Brands Inc. was founded in 1996 by Darius Bikoff under Energy Brands Inc. In
1998 the company released Glaceau Smartwater (Energy). Bikoff created the brand
after he realized he wasnt satisfied with other water brands. Bikoff distilled glacier
water from Connecticut and added electrolytes. A veteran business owner, Bikoff was
able to gain massive success with the Smartwater brand in just a few years, selling
15,000 case in the first year alone (Energy). Energy Brands targeted athletes and
active lifestyle participants for their products, which included water, energy drinks, and
caffeinated beverages. By 2003 Vitaminwater was the poster child of Energy Brands
Inc. and made up a majority of the companys sales (Energy). Energy Brands
abandoned all other products besides Smartwater and Vitaminwater, choosing to
focus on its two most successful brands.

In 2007 Energy Brands and its drink brands were purchased for $4.1 billion by the
Coca-Cola Company, because Coca-Cola wanted to gain an edge in the enhanced
water industry that PepsiCos Propel was dominating (Energy). Glaceau Smartwater,
now under the guidance of one of the largest company in the world, aims itself at

SMARTWATER MARKETING PLAN - SPRING 2017 3


younger generation of health conscious adults who appreciates bottled water with
enhancements. Smartwater advertises its purity, electrolytes, and vapor-distilling
process. Calcium, magnesium, and potassium are also contained in the water. There
are no artificial sweeteners or colors or sodium; its all natural (Smartwater).

The physical aspects, like the bottle and brand labeling, help appeal to customers. The
logo on the bottle was chosen to reminiscent a raindrop from a cloud (Acevedo). The
plastic itself is smooth and tall, giving the brand a classy feel. Rohan Oza, the senior
vice president of marketing in 2006 said, The eye-catching packaging greatly
enhances shelf presence while communicating Smartwaters unique benefits: vapor
distilled for purity you can taste and electrolyte enhanced for rapid hydration
(Acevedo).

Recently, Smartwater redesigned their packaging and made it more athlete friendly
(EAGLE 2016). Theyve added a sports cap for easier on the go consumption. Jane
Buckley, operations director at the Glaceau factory in Morpeth, Northumberland,
England said, Bottled water with sports caps are in growth, ahead of the rest of the
instant consumption water sector so this latest innovation offers real room for our retail
customers to capitalize on this trend (EAGLE 2016). Sports caps make for easier
drinking, especially when youre on the move. This makes Smartwater a more desirable
product for people with active lifestyles, which is a market theyre really pushing.

As stated by Coke Solutions, Smartwaters target audience includes young adults and
active lifestyle consumers. Smartwater is a brand with an active, premium persona
(Cokesolutions). Based on our research we believe Smartwater, Glaceau and
Coca-Cola want consumers to associate the product with a healthy, premium image.

According to the International Bottled Water Association as of October 2016, Glaceau


Smartwater owns 5.7% of the bottled water market. Just ahead of it with 5.8% is
Nestle Pure Life. Influenster, a product review site that ranked Glaceau Smartwater as
number two after nearly 8,000 reviews (Top Bottled). Poland Spring Natural Spring
Water is ranked first, but they possess less reviews compared to Smartwater.
Whereas, Smartwater obtains the same rating and more reviews. However, Aquafina
retains the largest market share and is ranked in 8th place, compared to Nestle Pure
Life is at 7 .
th

Just recently Glaceau Smartwater started a campaign in January targeting European


consumers encouraging them to hit the bottle. The point of the advertisement is to

SMARTWATER MARKETING PLAN - SPRING 2017 4


get people to drink Smartwater as a kind of detox after heavily drinking during the
holidays (Glacau, 2016).

Figure 1.0

In the United States, Jennifer Aniston has become the spokesperson for Smartwater.
She has been featured in multiple commercials and print ads. The general idea for this
2015 campaign was to invoke feelings of optimism and clarity. It showcases
Smartwater with Jennifer Aniston during moments in her everyday life (Staff, 2015).

SMARTWATER MARKETING PLAN - SPRING 2017 5


Figure 1.1




Smartwaters promotional strategy has always been to paint themselves as purer than
any other brand. It does this through its blue and white packaging, billboards, and print
ads. It often portrays its ads as black and white except for the bottle which has the
blue logo on it. When it launched in the UK they made a big push for the national
market with Jennifer Aniston, social media, and TV spots (Staff, 2014). They also
partnered with some popular apps that sent out push notifications on peoples smart
phones when they were within 500 meters of a Smartwater outdoor advertisement
(Gault).

SMARTWATER MARKETING PLAN - SPRING 2017 6


Consumer Analysis
Demographics
Smartwater currently has two different target audiences. The primary target audiences
are active men and women between the ages of 25 and 35. They are young, single or
married professionals living in urban areas. Majority of this segment are employed with
positions in management and other professional careers. They make roughly about
$70k a year and have no children.

Smartwaters secondary target audiences are active men and women between the
ages of 35-50. This segment seeks involvement in active community events and gym
memberships. They are married, have children and live in suburban areas. Majority of
this segment are employed with positions in management and other professional
careers. They make roughly about $100k a year.

Psychographics
The primary audience mostly eat at premium shops such as Chick-fil-A, McAllisters,
Starbucks and Panera Bread. This segment also seeks local restaurants, bars and
stores because they are able to afford these high priced establishments. They watch
college football, baseball and basketball games even if its not the team affiliated with
the school that they graduated from. They drive vehicles such as hybrids and they
travel as much as they can.

The benefit that everyone expects when purchasing a bottle of Smartwater is that its
purified water. People like the fact that the product includes a sports cap option and
simplistic design which gives it is premium image. This is what sets them apart from
other bottled water brands. For these reason alone, despite the costs of Smartwater, is
what keeps people coming back every time to purchase smartwater.

Geographic
Smartwater is sold nationally, but it is purchased most in states that are located in the
west and the southwest regions. This makes sense because these states mainly have
hotter climates all year long.

Competitive Analysis
Smartwater competitors include brands such as Aquafina, Dasani, and Nestle pure life.
According to the chart below, Smartwater ranks fifth amongst bottled water brands in

SMARTWATER MARKETING PLAN - SPRING 2017 7


sales, checking in at 824,910,000 dollars in 2016. Note that 1=1 million (statistica
2016).

Figure 1.2

As Figure 1.2 and Figure 1.3 shows, Smartwater is behind their competition when it
comes to sales and market share. The same can be said for the market share between
the brands as Smartwater again comes in fifth with 7.6% of the market. Again
Smartwater is behind their major competitors, Dasani, Aquafina, and Nestle Pure Life
(statistica 2016).

SMARTWATER MARKETING PLAN - SPRING 2017 8


Figure 1.3

The reasoning believed to be behind the lack of market share in comparison of


Smartwaters major competitors is the lack of marketing. Recently, Smartwater has
launched a marketing campaign with Jennifer Aniston to combat the issue.

Smartwater is also viewed as a premium product in the bottled water industry when
compared to its competitors which gives the brand its differentiation as a higher
quality product. However, Smartwaters competitors have their own differentiation
which could be the cause of Smartwaters lack in market share. For example, Dasanis
market positioning is that it is better tasting. Aquafinas being cheaper, fresher, and
pure. Nestles market position includes being 100% pure spring water at a low cost.

As for the values of the competitors, both Aquafina and Dasani value environmental
sustainability. For instance, Aquafina uses little plastic as possible when producing the
bottle and publicly stating that they use 15% less plastic than other water brands.
Aquafina also does their share in relief work as they have helped out with disasters
such as hurricane Katrina, the California wildfires, and the Elk river chemical leak.

SMARTWATER MARKETING PLAN - SPRING 2017 9


Aquafina has manufactured 40 plants across the nation so the delivery trucks have less
distance to travel to the retail stores, saving money on gas (For Happy Bodies 2017).

As for Dasani, they create a campaign around their plantbottle, which is a bottle design
that is made up of 30% plants and is 100% recyclable. Since 2001, Dasani has
reduced the amount of plastic they have used in their bottles by 45% (Dasani 2017).

Nestles values revolve around helping the community such as donating supplies
during natural disasters as well as promoting healthy and sustainable lifestyles. (Nestle
2017)

One of the marketing campaigns that Aquafina launched was called For Happy
Bodies, which was a campaign where people danced all day starting at 7am and had
a bottle of Aquafina water they would sip on to stay hydrated (Olsen 2015). This event
was to promote a healthy lifestyle of drinking enough water throughout the day as well
as staying hydrated while doing a physical activity. This campaign was successful as it
got people's attention away from the sugary sodas that were popular at the time and
helped lead a growth in the bottled water industry.

A marketing campaign that Dasani ran called Break for Bubbles which was an effort
to spice up the bottled water industry and give people some variety while still choosing
a healthy drinking option (Mortimer 2016). Dasani released flavored and sparkling water
as well as redesigning the bottle with more refreshing graphics and a sleeker bottle
design. The campaign was supported in both media and print advertising.

A campaign that Nestle Pure Life did was focused more on the promotion of drinking
more water as a nation. They launched a campaign called I choose water (Nestl
Pure Life supports the nationwide educational campaign 2016). The project was a joint
initiative of Polish Dietetary Association and the Institute of Health and Dietotherapy
Promotion. The program emphasized the importance of hydration and promoted
drinking both tap and bottled water. The media advertisements included Nestle Pure
life as the supporting brand which gave the company a positive positioning in the eyes
of consumers.

SMARTWATER MARKETING PLAN - SPRING 2017 10


SWOT Analysis

Figure 1.4 Swot Analysis Chart

In Figure 1.4 above, we identified the bottled water industrys strengths, weaknesses,
opportunities and threats. Nestle, Aquafina and Dasani are the competitors we chose
to compare to Smartwater due to their individual market share.

SMARTWATER MARKETING PLAN - SPRING 2017 11



For the industrys individual strengths, we asked ourselves a variety of questions. Such
as, what are your business advantages and core competencies? Smartwaters most
essential strengths are its ability to differentiate from other products as a highly valued
product. Smartwater is viewed as a premium product, which gives the brand its high
price positioning.

Another crucial strength, is Smartwaters high brand awareness and retention.


Consumers are able to retain the brands image and can identify the brands product.
One strength that sets Smartwater apart from its competitors, is the fact that the
brands product is viewed as a culturally popular item. Smartwater features
electrolytes, sports cap and a unique bottle design that gives the brand a unique
feature for consumers compared to its competitors.

Some similarities between Smartwater and its competitors is their strong distribution
and widening presence within the bottled water industry. Ultimately, the only
differences between each brand is the purification process. Each brand has a specific
step-by-step process to which they follow; whether that be added electrolytes and
minerals, or how the water is purified.

Ultimately, the bottled water market is extremely cluttered. Smartwater has to compete
against more than 20 different brands for consumers. In Figure 1.5 below, Smartwater
has witnessed consistent growth throughout the years, which has led the company to
having one of the top market shares within the industry.

SMARTWATER MARKETING PLAN - SPRING 2017 12


Figure 1.5 Number of consumers of Glacau Smartwater within the last 7 days in the United
States from autumn 2010 to spring 2016 (in millions)

For the industrys weaknesses, we asked ourselves a variety of questions. Such as,
where do you lack resources and what areas are you avoiding? Smartwaters most
essential weaknesses that we want to highlight is the brands lack of marketing efforts.
The only marketing campaigns Smartwater has done in the past is with celebrities
Jennifer Aniston and Tom Brady. Although these campaigns have seen success, the
brand still lacks involvement with consumer preferences when it comes to branding.
Whether that be diversity, gender differences or sustainability. Another weakness is the
that the brands product is viewed as highly over priced, which sways consumers to
lower price items during tough economical times. This can be seen as a strength or a
weakness, because the brand has a premium value which gives it an leverage
compared to their competitors.

SMARTWATER MARKETING PLAN - SPRING 2017 13


Smartwater also lacks brand identity and brand loyalty. Smartwater doesnt have a
unique brand identity that is clear to consumers, which is why the brand lacks brand
loyalty. Consumers are confused in the bottle water industry. Consumers buy the
product based on price or image. They are unaware of bottled water manufacturers
message or brand identities. Some similarities between these brands weaknesses is
the fact that there is no differentiation between the brands. When there is little to no
differentiation, there tends to be high brand switching which leads to little brand
loyalty.

For the industrys opportunities, we asked ourselves a variety of questions. Such as,
any beneficial trends or new technologies? Smartwater has numerous opportunities in
the bottled water industry, many of which havent been used by their competitors.
Some opportunities are to advertise more on the benefits of electrolytes in purified
water, and include more information on how the company is being environmentally
responsible. Future generations such as, Generation Z expect companies to have
sustainability, diversity and high quality products. This is an opportunity for Smartwater
to make these three essentials apart of their companys mission and marketing plans.

Figure 1.6 Bottled water consumption worldwide from 2007 to 2017 (in billion liters)

SMARTWATER MARKETING PLAN - SPRING 2017 14



The biggest opportunity for the bottled water industry is the extreme rise in bottle water
usage and extreme decrease in soda sales. In Figure 1.6, shows bottled water
consumption projected to increase in this upcoming year. The industry is shifting
towards sparkling, flavored and bottled water products to serve consumers
preferences. According to Figure 1.7, 2016 was the first time in history that bottled
water consumption overtook soda sales. This is a huge advantage for bottled water
companies to expand and experiment with new products that will lead to a higher profit
to which the industry could achieve at a faster rate.

Smartwater could have a similar first movers advantage by redefining the whole bottled
water market by selecting a unique product position in the market that makes the
brand stand out. Many of Smartwaters competitors are in the same scenario.
Recently, many bottled water brands have extended products into sparkling water,
which serves a niche market.

SMARTWATER MARKETING PLAN - SPRING 2017 15


Figure 1.7 Water Bubbles Up as Soda Goes Flat

For the industrys threats, we asked ourselves a variety of questions. Such as,
obstacles to overcome and negative economic conditions? Smartwaters most
essential threats that need to be highlighted is the environmental advances, filtration
systems and high brand switching between brands. Environmental advances threaten
these brands because of consumer values and lifestyles are changing. Consumers
believe that brands should be eco conscious and environmentally responsible. These
environmental advances are a threat, because of the emergence of new materials like
box water. Filtration systems are another threat to bottled water brands, because
consumers are most inclined to use reusable water bottles as there way to contribute
to the environment. Filtrations systems include at-home water filters and water fountain
filters. The biggest advantage bottled water brands have over filtration systems is the
fact that their products are convenient. High brand switching is seen as threat to
bottled water brands, because the industry is highly competitive. Brands are constantly
in pricing wars to win over consumers. Consumers dont have a preference to specific
water bottle brands. With high brand switching, it is important for bottle water brands
to have a high brand image so their product is not lost in the number of water bottle
brands.

SMARTWATER MARKETING PLAN - SPRING 2017 16


Overall, Smartwater has numerous opportunities to which it could profit in the near
future. Smartwater should keep its high quality positioning, but focus on pleasing
Generation Zs values and standards. For example, Lifewtr, a product of PepsiCO,
have recently tried to compete with Cokes Smartwater with their artistic, youthful
approach. Lifewtr provides electrolytes and a similar bottle shape to Smartwater.
Although, Lifewtr is a fairly new product it has the potential to grow in Smartwaters
market and obtain their consumers. Lifewtr is seen as a threat, because this water
bottle brand has more similarities to Smartwater than any other brand. This could result
in high brand switching and less sales due to Lifewtr target towards a niche market,
younger consumers.

Analysis of Research
In order to gain insights into the bottled water industry and Smartwaters brand, we
collectively gathered data from scholarly web articles and databases supplied by Ball
State. Our data includes specific information about Smartwater and the market
industry. This exclusive information collected has supported our findings to a solution
for this bottled water brand.

The primary goal of this research is based on understanding Smartwaters industry and
what consumers would benefit the brand. While researching about Smartwater, we
found some important information. First we discovered that Smartwater was ranked in
the top 5 with 7.6% of its market share in 2016. We also uncovered that the brands
current target audience are younger consumers, primarily active men and women who
fall in between the ages of 25 to 34. The majority of men graduated college and are
now working in many different professional fields.

We decided to focus on the current target audience, but also venture into a different
direction with our primary target audience for Smartwater. We thought that targeting a
younger demographic would help boost Smartwaters brand image overall. With a
younger target audience we believe they we would be willing to purchase a premium
product like Smartwater, but also interact with the brand via social media. We
recognized that these younger consumers are heavy users in the bottled water
industry. With this information, we thought it necessary to target younger consumers
because of their impact and influence in this market. Our primary audience includes
men and women between the ages of 18-25, and secondary audience are both men
and women between the ages of 25-35.

SMARTWATER MARKETING PLAN - SPRING 2017 17


Based on our SWOT analysis, we observed the company and its competitors within the
bottled water industry. Overall we were able to see the leverage Smartwater has over
other bottled water brands and where we lack for improvements. This information was
vital to our selection of target audiences.

Some key insights that we discovered about Smartwater is that the product is sold in
different sizes with different caps on each bottle depending on size. Compared to other
brands such as Dasani, whom has a variety of different flavors and bottle sizes that
customers can purchase. Smartwater is lacking in this flavored water category, where
other brands are already established. However, Smartwater is a part of a larger
company, which is Coca-Cola, it has a better chance to be liked for faithful coke
product drinkers if they choose to want something other than soda.

The benefit for Smartwater is that it could possible be placed into schools to target
adolescence. For instance, this could be a place where a new campaign could start
being put into place. Perhaps since the word smart is in its name maybe the
campaign could be something stressing about a big test coming up then grab a
Smartwater and it could help relax you so you could think more clearly. That could be
a great campaign for all of the participating schools around the U.S.

Some unexpected findings we found were that it was important to know that
Smartwater is currently in the growth stage. This information is crucial to notice,
because there are so many opportunities for Smartwater to blossom and shine brighter
than all of the other brands in its category.

Since locating this information during our preliminary research, we can focus on selling
more water in other areas of the United States and to younger consumers who control
the market with their influential behaviors. As well as, selecting the right celebrity
spokesperson for the brand would help Smartwater become better known to the
Millennials and Generation Z. Overall, Smartwater would be better to advertise more
about the product opposed to the added electrolytes and purification that the brand
consistently advertises.

Target Market Profile


For our Smartwater campaign we have identified two target markets. The primary
target market is young, educated and tech savvy 18 to 25 year olds. The secondary
target market is single professionals 25 to 35 year olds who live healthy, active
lifestyles.

SMARTWATER MARKETING PLAN - SPRING 2017 18



The selected target audiences for Smartwater is the Millennial generation. This market
is full of individuals who live active lifestyles and purchase premium products.
Millennials are regulars users in the bottled water industry. Younger millennials ages
18-25 consumes bottled water and flavored water weekly. Older millennials ages 25-35
regularly purchase Smartwater and other bottled water brands weekly.

These consumers purchasing habits include a huge amount of money spent on


premium products like Starbucks, Nike or Apple. Younger millennials care more about
stuff compared to the older millennials who prefer more about experiences with
brands. Both of these target audiences prefer interacting with brands on social media.
Brands must have a strong presence online if they want to stand out to this target
demographic.

Primary Target Market


This target segment includes students or recent grads with an overall population of 11
million in students. They are considered the most educated generation, have an
average of $25k per year and live in urban areas.

As far as psychographics are concerned, this target market is interested in high quality
products and active community events. They are social media savvy, highly connected
and early adopters. This younger millennial segment is considered independent,
diverse and driven. They shop based on price, value and searched for various flavored
and sparkling options in the bottled water market.

Secondary Target Market


This target segment includes young professionals who are single or married without
children. Their average income is $50k per year and they reside in urban areas.

As far as psychographics are concerned, this target segment is interested in athletic


events and traveling. These older millennials are busy professionals, always on the go
and health conscious consumers. They prefer authentic experiences with brands, and
shop based on convenience. They are independent, experiencers and spontaneous.

Based on the locations of our Millennials target audiences, we selected DMAs in urban
areas including:
Seattle, WA
Los Angeles, CA
Austin, TX
Chicago, IL

SMARTWATER MARKETING PLAN - SPRING 2017 19


Miami, FL
Cincinnati, OH
Washington, D.C.
Boston, MA
Portland, OR
Denver, CO
Dallas, TX

We choose these DMAs based on the Forbes ranking of healthiest cities in the US.
Many of these DMAs are also growing cities for young professionals. It is especially
important to focus on millennials in these DMAs, because these selected cities include
urban college campuses where the majority of our target market is located.

Target Audience Media Usage


Facebook
Our demographic makes up a large chunk of Facebook users, roughly 86% of
millennials are on this site/app. Millennials use this platform for sharing information and
connecting to other users.

Instagram
On this specific platform our primary target audience uses this app frequently, with
roughly 59% of them accessing the app. Compared to 33% of the secondary target
audiences that use the app. Majority of users on this platform are women.

Snapchat
This is another platform that has a minor use by our demographic but it is growing in
use every year. This platform purpose is to help users stay connected with friends and
family, but to also enjoy interacting with different brands through the variety of filters
used in the app.

Millennials are looking for a company they can connect with, a brand that creates an
experience for them. They value a brand they can trust that provides a service or
product at a reasonable price and is known to use sustainable practices.

Younger consumers are far more concerned about everything from quality ingredients
to active lifestyles to authentic products than previous generations. Millennials are
highly connected, knowledgeable consumers. They know what they want and where
they can find it. They do research about a product or service to see if the brand is
worth their time. Brands more than ever need to be relevant, consistent and clear in
what they communicate to the target publics.

SMARTWATER MARKETING PLAN - SPRING 2017 20


It is important to consider Millennials in Smartwaters campaign, because they are a
heavy user of social media and considered influencers within the beverage industry.
Many research articles have shown that younger consumers seem to be the segment
that is boosting bottled water sales in comparison to soda sales. Younger consumers
are especially concerned with low sugar and calorie free beverages, which view
Smartwater as a healthier option.

Older Millennial consumers express interest in having authentic experiences with


brands, whether that be in-store or online. Social media is widely used by this age
group as a tool for social interaction, information and entertainment. Over 60%
expressed that they would be more likely to be a loyal customer of a brand that
engages with them on social media and around 40% said they would like to be
involved in helping companies develop new products (Schwabel, 2015).

Overall, these consumer groups lives online and can best be reached through social
networks or other online platforms especially mobile. Millennials enjoy interacting
with brands and seeing them as having real, authentic lifestyles online. It is extremely
crucial for brands to establish an image online that is authentic and engaging in order
to best reach this valuable target market.

Objectives and Strategies


Our IMC objective 1 is to get more prime display areas within our retail outlets. Our
goal is allocate 20% of prime display spaces in selected DMAS by 2018. Or IMC
objective 2 is to increase Smartwater market share, and our goal is to reach 8.5% of
the market by 2018. Our IMC objective 3 is differentiate Smartwater from our
competitors, and our goal is to launch a year long marketing campaign focusing on the
benefits of Smartwater, and how it is different from the competition.

Our main focus for our advertisements is comprehension, the reason we chose
comprehension because our target audience is already aware of Smartwater. They are
aware of our product, therefore our advertisements will be focused on making them
aware of the benefits of our product. We hope that by making our target audience
aware of Smartwater benefits we can capture more brand loyalty from our consumers.

We feel that these objectives are all reasonable and a necessary focus for Smartwater.
The reason we feel these objectives are necessary because the bottled water industry
is very competitive, so differentiating our product can have a major positive impact on

SMARTWATER MARKETING PLAN - SPRING 2017 21


our company. By explaining what makes us different from competitors we hope to
improve our brand loyalty among our target market.

We also feel that by reaching our objective of getting preferred display space during
the time that our campaign is running will only increase the effectiveness of the
campaign. While grabbing the attention of our target market through our advertising,
we want to focus on our product differentiating from our competitors within retail
outlets as well. We felt that the most effective way to stand out within retail outlets was
to have our product in prime locations.

Our final objective is to increase the market share of Smartwater to 8.5% by 2018. We
feel that this is a very attainable goal, and that we will be very successful in reaching
this goal. By running a successful campaign, and obtaining prime locations within
selected retail outlets we feel that brand loyalty within our target market will
significantly increase. By improving the brand loyalty among our consumers we feel
there will be a similar increase in our market share allowing us to meet all of our
SMART goals by the end of 2018.

Some of the major IMC communications we plan on using to target our target market
involves the possibility of using a celebrity endorser. The endorser would have to be
someone that is relatable to our younger audience as well as gives off a clean and
refreshing look that will make our brand look good. This endorser will be featured on
different platforms we pursue and essentially make that person the face of Smartwater.
So, when our consumer sees that endorser they associate it with Smartwater.

Advertising Strategy
Some of the mediums we will use throughout this campaign is social media,
magazines, television and billboards. Social media would give the brand the ability to
reach your target market much easier than other mediums. Promoted messages on
social media are a way companies today are reaching their target market and be
beneficial for Smart Water to do the same. Some social media sites we will target are
Facebook and Instagram. Facebook is the king of social media in terms of usage and
traffic. An advertised post or video from Smart Water would reach a lot of people and
would be relatively cost efficient. In Instagram, suggested and promoted posts would
be easy for Smartwater to manipulate an ad.

SMARTWATER MARKETING PLAN - SPRING 2017 22


Magazines offer a platform where readers can comprehend the ad at their own pace
and gives you the opportunity to get creative with the ad. It is also an easy way to
reach your target market by advertising in a certain magazine. For example,
Smartwater would likely advertise in a magazine like Health magazine where health
conscious people are likely to be reading it. However, a disadvantage to magazine
advertising is clutter where a Smartwater ad can get lost in the eyes of the reader.
Although there is a consequence, we think it would still be beneficial to reach our
target audience as magazines are an efficient way to get our message across.

Television is a medium that is capable of reaching a bigger audience than any other
medium. If Smartwater wants to get the message out to a good amount of people,
television is the best way. We can also target certain demographics based on certain
programs, which are outlined in the budget. A disadvantage to television is clutter as
well as people have the ability to change channels or not even pay attention to the ad.
However, television allows the creator of the ad to get as creative as they please and
can use the platform to their advantage. Advertisers can create messages that gets the
point across as well as informing the viewer to buy the product as it takes little effort
on the viewers part to comprehend the commercial.

Billboards are a medium that can be implemented in areas that are heavily populated
with our target audience. These areas include populated urban areas where there
would be heavy viewership. The problem with billboards is there is only so much you
can do with the ads and there is very little time for the consumer to view it.

The beverage aisle is a highly cluttered section. Therefore, we chose in-store


promotions to break through this clutter and gain attention of consumers. Smartwater
will have several end caps and refrigerator clings in selected DMAs stores. This will
drive customers to purchase smartwater and increase sales overall.

Budget
The marketing communication channels our campaign wants to focus on are
Social Media
Magazine
Television
Out of Home Advertising
Sponsorships & Endorsements
In Store Promotions

SMARTWATER MARKETING PLAN - SPRING 2017 23


To advertise through different social media platforms, primarily Facebook and
Instagram we have allocated just under 1% of our budget to get our message across.
Unlike other mediums, social media has a low cost with a large reach. Sponsored ads
are often paid for by frequency of clicks and each click ads to the price, so while it is
impossible to know how popular the campaign will be overall and therefore how many
clicks each ad will garner, we have estimated the cost to be $137,000 to place the ads
on Facebook and Instagram.

The bulk of our budget will be spent on television advertisements. Placing


commercials during popular shows on popular networks that we know our target
market watches we feel is the best use of our money. The 18 to 35 year olds in our
target like to watch The Walking Dead, This Is Us and football. Each other these
shows covers a varied demographic. More specifically, males aged 18 to 35 like to
watch The Walking Dead, while the audience for This Is Us tends to skew female.
Football is the most popular sport to watch in the United States and attracts a lot of
different people with different stories. But it goes to show that people interested in
watching sports would most likely like to be involved in sports as well. This active
lifestyle type of person is someone that we wanted to target with Smartwaters
campaign. Television can feel a lot more intimate than other mediums and provides
perhaps the most freedom in conveying a certain message to an audience. For these
reasons, we put aside 38.4% of our yearly budget for television advertising. That
amounts to $7.3 million for the year.

Magazines ads are considered just as important as television ads. Often times the
audience may feel less attacked or overwhelmed by an ad if it is in print because they
can read it at their own pace or completely skip over it if they like. Magazine
advertisements ask a lot less of the audience and are sometimes easier to digest than
other mediums. That is why we feel that it was deserving of $1.4 million, or 7.1%, of
our budget for the year. The publications we chose to advertise in were targeted
towards active and fit individuals, as well as millennials. Mens Fitness is well known
for providing fitness advice to its male reader base. Womens Health for years has
been a leader in providing tips to help women take care of their bodies and stay
healthy. Sports Illustrated is the number one magazine for sports news and widely
read across the world, primarily by men. Cosmopolitan is a popular magazine with
young women and provides health, beauty, and life advice, as well as interesting
articles on celebrities and news. To advertise in each magazine with a one page spread
is $142,000 per page per article.

SMARTWATER MARKETING PLAN - SPRING 2017 24


Sponsorships are important because they associate a brand with a perhaps more well
established brand, which can be mutually beneficial for both. As far as our plan for
sponsorships, we are going to officially sponsor the Chicago Cubs and Kris Bryant, a
third basemen and baseball icon on the team. At the start of the baseball season in
April, we want to hold a marathon in honor of the Cubs new season. Smartwater will
be served to the runners, sporting the special sports cap that makes it easier to drink
on the go. To accomplish this we want to set aside $4 million. Other similar
marathons that are city-wide often cost a great deal more, but since the target here is
active Cubs fans, our scope is a bit smaller than, say, the Chicago Marathon. This
comes out to be 21% of our total budget.

Out of home advertising, often overlooked in larger campaigns, we feel is one of the
most important and worthy of 24.6% of our budget. We have selected 12 DMAs to
focus on local advertisements. These DMAs were chosen based on growing numbers
of Millennials and large active communities. Billboards will provide a reminder to those
walking, running, or driving around the city that Smartwater is the best choice. To
advertise in every city for the whole year is $360,000 for every city. In total this comes
out to $4.68 million.

In store promotions is a very important medium to consider, since majority of
consumers buy Smartwater at convenient stores and grocery stores. It is essential to
advertise in stores, to grab our consumers attentions and encourage them to
purchased Smartwater in this highly cluttered market. The designs will be used as a
way to increase interest and encourage Smartwater purchases. With intriguing visuals,
it will gain the attention of the target audiences who are planning on purchasing a drink
but may be indecisive. We have allocated 6% of our budget to in store promotions, this
includes end caps and refrigerator clings. In total this medium will cost $1.2 million

The contingency fund is $1.1 million, or 5.5%, of our budget. If we end up going over
any of the costs predicted, this provides a cushion. Like, for example, we get more
clicks on our social media ads than expected, we have a lot more resources to focus
more on that. If we find out something is working out a lot better than anticipated and
want to use more resources to increase its success further, we have the contingency
fund.

SMARTWATER MARKETING PLAN - SPRING 2017 25


Figure 1.8: Campaign Budget


Total Budget: $20,000,000

Figure 1.9: Budget Breakdown of Media Costs



Marketing Jan Feb Mar Apr May June Totals
expenditures

Television 902,500 702,500 702,500 902,500 3,210,000

Magazines 142,200 142,200 284,400 142,200 142,200 142,200 995,400

Social Media 11,416.66 22,833.32 22,833.32 22,833.32 79,916.62

OOH 360,000 360,000 360,000 360,000 360,000 360,000 2,160,000

Sponsorships 4,000,000 4,000,000

In Store 240,000 240,000 240,000 240,000 960,000

Contingency 92,231.33 92,231.33 92,231.33 92,231.33 92,231.33 92,231.33 553,387.98

Total Marketing 1,496,931.3 1,296,931.33 1,690,547.9 5,759,764.6 857,264.65 857,064.65 11,958,704.60

SMARTWATER MARKETING PLAN - SPRING 2017 26


Spending 3 9 5

Company Sales 68,682,500 68,682,500 68,682,500 68,682,500 68,682,500 68,682,500 412,095,000


Totals

Marketing as a 2.17% 1.89% 2.46% 8.39% 1.25% 1.25% 2.90%


% Sales


Marketing July Aug Sept Oct Nov Dec Totals
expenditures

Television 1,025,506 388,176 1,274,660 1,413,682 4,102,024

Magazines 142,200 142,200 142,200 142,200 568,800

Social Media 22,833.32 22,833.32 11,416.66 57,083.30

OOH 360,000 360,000 360,000 360,000 360,000 720,000 2,520,000

Sponsorships

Instore 240,000 240,000

Contingency 92,231.33 92,231.33 92,231.33 92,231.33 92,231.33 92,231.33 553,387.98

Total Marketing 857,264.65 617,264.65 1,631,353.99 982,607.33 1,726,891.3 2,225,913.33 8,041,295.28


Spending 3

Company Sales 68,682,500 68,682,500 68,682,500 68,682,500 68,682,500 68,682,500 412,095,000


Totals

Marketing as a % 1.25% .90% 2.37% 1.43% 2.51% 3.24% 1.95%


Sales


National Media
The national media included social media, television ads, and magazine ads. The most
expensive of these is television because of its popularity. Social media has the
potential to reach the most people nationally, though it is the least expensive.
Magazine ads are less expensive than television but significantly more than social
media ads. Almost half our budget, 47.1%, will be spent on national advertisements.
The Cubs have a large fan base across the nation, but largely the sponsorship will be
focused on local Chicago Cubs fans.

Regional Media
The biggest regional push will be in Chicago where around $4.36 million will be spent
on the marathon for the Cubs and the billboard, with the majority $4 million coming

SMARTWATER MARKETING PLAN - SPRING 2017 27


from the marathon. Billboards will be placed in all 12 of our targeted cities and cost
$360,000 per billboard for the year. Our in store promotions includes end caps which
will cost $100,000 per end cap and refrigerator clings will cost $20,000 per cling.

Media Mix
The costs between the different mediums varies due to the usage, viewership and
exposure to consumers. Television will cost the most, followed by out of home,
sponsorships, magazines, in store promotions and lastly social media.

Seasonality
For the most part, money will be spent year round. The billboards and magazines will
be continuous throughout the year. The television shows and sports games we
advertise on have specific seasons theyre active. The football season starts in
September and ends in February. The Walking Dead airs at the start of the year in
January through the spring. And This Is Us runs similarly. Social media wont be
ramped up until the spring time, in March, and will continue into the fall, coming to a
close in August. Around $11,000 will be spent in every month between March and
August to cover Facebook and Instagram ads. The sponsorship, specifically the
marathon, will take place in April, during the start of the baseball season, and have a
one-time cost of $4 million to host the marathon and get Kris Bryant to make an
appearance.

Media Objectives & Strategy


Media Objectives
1. Increase customer retention & comprehension
2. Remind people to care about their daily beverage choices
3. Highlight brand persona
4. Have people use our hashtags #smartchoices #liquidgenius
5. Build customer brand loyalty by 10%
6. Enhance brand image by increasing follower base by 5%

Creative Implications
In discussing our media objectives, we decided that our campaign would aim to acquire new
customers while maintaining a national campaign that also caters to our current consumers.
With our new campaign for Smartwater, we intend to build brand loyalty through encouraging
and emphasizing the brands active lifestyle and unique features.

Our creative executions will highlight the premium image the brand currently holds by using a
celebrity endorsement that encompasses the brands image. Our celebrity endorsement is a

SMARTWATER MARKETING PLAN - SPRING 2017 28


MLB player from the Cubs team, Kris Bryant. We believe Bryant would be a good
representation of the brand considering his timely popularity and his character would
compliment Smartwater. Bryant and Smartwater both possess a clean, cool image in the mind
of consumers.

Based on this strategy, we want consumers to think smart about their beverage choices and
enjoy the crisp, cool taste of Smartwater, that other brands lack. This idea places the thought
of Smartwater being the better choice when choosing water. The specific target market for this
Smartwater campaign, are Millennials between the ages of 18-35 years old. These are
consumers who purchase bottled water and intend to live a healthy and active lifestyle. With
living a very healthy and active lifestyle, staying hydrated is the most important thing. In this
case, we want to emphasize on the term liquid genius. We believe this will highlight
Smartwaters health benefits and ability for consumers to make smart decisions by
purchasing a product that is truly beneficial and rewarding to their lifestyles.

This campaign will build demand for Smartwater and increase brand comprehension by
enhancing the brands image. We intend to reach all of the states in the U.S. with our national
campaign. We will focus on frequency of how often our ads show up on TV, in magazines and
on Billboards across the U.S. Frequency is the most helpful method of advertising in our
Smartwater campaign. Most of our customers are located in hotter regions such as, the West
coast and the South. These regions would be the best geographic locations to focus on
Smartwater ad placements in specific DMAs.

In planning our creative strategy, we felt that we need to rely on television the most for our
campaign, despite it being very expensive. Our ads will appear on commercial breaks during
the most popular shows times that resonates far better with our target market. The networks
that our target audience enjoys watching are ABC, NBC, CBS, AMC and ESPN.

Budget Limitations
Because Coca-Cola is the parent company of Smartwater, we decided our total budget should
be a reasonable amount to spend on a yearly campaign. When we formed our budget we
decided to allocate our funds evenly across a yearly campaign based on company sales. We
found that evenly distributing the money into different mediums at different times throughout
the year would be the most effective way in reaching our target market. The largest portions of
our budget will be dedicated towards television and out-of-home advertisements. These
mediums will reach the largest audience within our target segments. Social media will be the
smallest portion of the budget, due to the brand already having a strong brand image. Brands
can build their social media platforms through constantly posting and engaging with their
followers, this is why there is very little money allocated for social media. As there will only be
sponsored posts throughout the year.

Media Strategies

SMARTWATER MARKETING PLAN - SPRING 2017 29


1. Use mass media to build reach against males & females ages 18-35
2. Secure high profile athletic sponsorships with category exclusivity
3. Use s pecific social media platforms to build online presence and engagement with
consumers

Strategy-Media Mix
We will focus and allocate the most money to television, out-of-home advertising and
sponsorships. Television is our primary focus because this medium reaches the largest
audiences and can deliver the most information through a timely ad. Our medium for television
will be network and cable television. More specifically we plan to advertise on NBC, AMC and
CBS. We plan to run advertisements during particular times throughout the day that our target
audience is watching their favorite shows. For instance, primetime is a daypart to which our
target market tends to view their favorite shows like the Walking Dead. All of these
advertisements on television will be distributed nationwide to ensure optimal coverage.

We plan to utilize product placement on popular sports broadcasting shows such as Thursday
Night Football. Doing so will place the product in the minds of consumers as a positive
representation towards the brand. Ultimately, associating the brand with the consumer's
favorite athletic teams and game experiences. This partnership will show consumers that
Smartwater is the best choice for energy and health purposes.

Based on our television strategy, we will sponsor a sports team that is relevant to todays
timely events and would be a good representation of the product. We have selected the Cubs
baseball teams fundraising event Race to Wrigley, which is a marathon event Smartwater
could co-sponsor. Sponsoring this event would be relevant for Smartwater due to the celebrity
endorsement we plan to have with Cubs baseball player Kris Bryant. Bryant will be shown in
many of our advertisements representing Smartwaters brand image. Sponsorships are
effective due to the paid resources to support events in exchange for branding opportunities.
This is extremely effective among Millennials who want to experience authentic, community
involved events with brands. Millennials will associate the brand with a the positive experience
they had at your event.

By focusing on specific DMAs where our target audience is located, we will be able to place
out-of-home advertisements that will be most efficient to reach our target audience in high
traffic locations to gain customer awareness.

Our secondary media includes magazines and social media. Social media platforms such as
Youtube, Instagram, Snapchat and Facebook will all be used and feature sponsored and
promotional content. Consumers are directly involved with the content that is generated on
these specific social media sites. Therefore, consumers will be more willing to engage and
learn more through the campaign about Smartwater. For example, sponsored posts on
Instagram will allow consumers to discover more information about Smartwater, and lead
consumers to drive traffic to website and purchases.
SMARTWATER MARKETING PLAN - SPRING 2017 30

By focusing on magazines, we will be able to reach our target market geographically. We have
selected specific magazines that our target audience tends to read such as Mens Fitness,
Womens Health, Sports Illustrated, and Cosmopolitan. These magazines had Millennials as
high subscription readers.

Scheduling
Television
We want to have a combination of flighting advertising for Sunday Night Football, Thursday
Night Football, The Walking Dead, and This Is Us. Advertising will start at the beginning of the
campaign around the beginning of January to increase the frequency of the advertisements.
We want to reach at least 20% of our audience with a frequency of around 2-3 advertisements
per week. This frequency will be continuous for most of January to April, then goes to flighting
for most of the summer back to a continuous strategy September to December as the
campaign comes to a close.

Magazines
Our magazines efforts will utilize a more pulsing advertising strategy. These advertisements will
begin in January and continue until the end of the campaign in December to ensure that
consumers remain aware of the campaign. We want to reach approximately 15% of our target
market and have a frequency of 3-4 ads per month in each issue selected.

Social Media
For social media, we plan to use a pulsing advertising campaign by increasing advertising on
specific days throughout the week such as, Thursday through Sunday. This strategy will
increase brand image and comprehension by informing and entertaining consumers through
online platforms such as, Facebook, Instagram and Snapchat. Our social media advertising will
start in March and continue through September. We want to reach at least 25% of our target
audience on these platforms, with a frequency of 4-5 ads per week due to the ease of creation
and exposure. We dont want to overwhelm our consumers with advertisements.

Out-of-Home
Our outdoor advertisements will have a pulsing advertising strategy so that each specific DMA
will have a billboard. We want to reach at least 15% of our target audience when they are
traveling to and from work or school. With a frequency of 1 - 2 advertising per month due to
the high costs associated with out of home advertising.

Sponsorships
For our sponsorship with the MLB team the Cubs, we plan on co-sponsoring a fundraising
event held at Wrigley and endorsing their star player Kris Bryant. Due to this event taking place
yearly and our endorsement with a baseball player, we have allocated 4 million of our budget to
sponsorships and endorsements. We want to follow a flighting schedule and reach 15% of our
SMARTWATER MARKETING PLAN - SPRING 2017 31
target audience through this medium. Our target audience is a dedicated Cubs fan, active
member with community events and practices a healthy lifestyle.

In Store Promotions
Our in store promotions will focus on the specific DMAs selected and follow a pulsing schedule
to ensure our target market is exposed to our end caps and refrigerator clings. We have
selected specific stores in our DMAs where our target market tends to shop. We want to reach
20% of our target market through this medium. Based on the research gathered, we believe
these consumers will shop based on impulse purchases when they witness a in store
promotional display.

Media Tactics: Specific Vehicle Recommendations


Media Flowchart

Figure 1.10: Media Schedule

MEDIA 2017 JANUARY FEBRUARY MARCH APRIL MAY

1 10 20 1 10 20 1 10 20 1 10 20 1 10 20

TELEVISION

Sunday Night
Football

The Walking 502,500 502,500 502,500 502,500


Dead

This Is Us 200,000 200,000 200,000 200,000 200,000 200,000

Thursday Night
Football

PRINT

Mens Fitness 142,200

Womens 142,200
Health

Sports 142,200 142,200


Illustrated

Cosmopolitan 142,200

OUTDOOR

Billboards 360,000 360,000 360,000 360,000 360,000

SMARTWATER MARKETING PLAN - SPRING 2017 32


SOCIAL MEDIA

Facebook 5706.33 5706.33 5706.33 5706.33 5706.33

Instagram 5706.33 5706.33 5706.33 5706.33 5706.33

SPONSORSHIP

MLB-Cubs 4,000,000

INSTORE

End Caps 200,000 100,000 100,000 100,000 100,000

Refrigerator 40,000 20,000 20,000 20,000 20,000


Clings

CONTINGENCY


MEDIA 2017 JUNE JULY AUGUST SEPTEMBER OCTOBER

1 10 20 1 10 20 1 10 20 1 10 20 1 10 20

TELEVISION

Sunday Night 637,330


Football

The Walking
Dead

This Is Us

Thursday Night 388,176 388,176


Football

PRINT

Mens Fitness 142,200

Womens 142,200 142,200


Health

Sports 142,200
Illustrated

Cosmopolitan 142,200

OUTDOOR

SMARTWATER MARKETING PLAN - SPRING 2017 33


Billboards 360,000 360,000 360,000 360,000 360,000

SOCIAL MEDIA

Facebook 5706.33 5706.33 5706.33 5706.33 5706.33 5706.33 5706.33

Instagram 5706.33 5706.33 5706.33 5706.33 5706.33 5706.33 5706.33

SPONSORSHIP

MLB-Cubs

INSTORE

End Caps 100,00 100,000 100,000 100,000

Refrigerator 20,000 20,000 20,000 20,000


Clings

CONTINGENCY



MEDIA 2017 NOVEMBER DECEMBER SPECIFIC TOTALS TOTALS BY CATEGORY

1 10 20 1 10 20

TELEVISION

Sunday Night 637,330 637,330 637,330 $ 2,549,320


Football

The Walking $ 2,010,000


Dead

This Is Us $ 1,200,000

Thursday Night 388,176 388,176 $ 1,552,704 $ 7,312,024


Football

PRINT

Mens Fitness $ 284,400

Womens $ 426,600
Health

Sports $ 426,600
Illustrated

Cosmopolitan $ 284,400 $ 1,422,000

SMARTWATER MARKETING PLAN - SPRING 2017 34


OUTDOOR

Billboards 360,000 360,000 $ 4,680,000 $ 4,680,000

SOCIAL MEDIA

Facebook $ 68,499.96

Instagram $ 68,499.96 $ 136,999.92

SPONSORSHIP

MLB-Cubs $ 4,000,000 $4,000,000

INSTORE

End Cap 1,000,000

Refrigerator 200,000 1,200,000


Clings

CONTINGENCY $ 1,106,776

TOTAL BUDGET: 20,000,000



Television
For our TV ads we are going to spend our money throughout the year for commercial spots on
Sunday Night Football, The Walking Dead, This is us, and Thursday Night Football. The
beginning of the year our money will be spent primarily on the spots for The Walking Dead and
This Is Us, spending a total of $3,210,000 on those spots in the first 4 months. We will not be
spending any money on television ads during the second 4 months of the year. (May-August)
During the final four months of the year we will be focusing our television ads on Sunday and
Thursday night football. In these months we will spend a total of $2,549,320 on Sunday Night
Football, and $1,552,704 on Thursday Night Football.

Magazines
Our print advertising will be focused on getting ads in 4 major magazines throughout the year.
The four magazines that we will be using in our campaign are Mens Fitness, Womens Health,
Sports Illustrated, and Cosmopolitan. Our total budget for magazine advertising will be
$1,422,000 for the entire year. That will be allocated out to $426,600 for both Mens Fitness
and Womens Health, and $284,400 for both Sports Illustrated and Cosmopolitan. We plan to
run one magazine ad per month alternating which magazine each month for the first 10 months
of the year.

Social Media

SMARTWATER MARKETING PLAN - SPRING 2017 35


For this media vehicle we are going to pursue Facebook and Instagram advertising during the
warmer months of the year starting with spending $5,706.33 on promoting our brand in March
and then doubling that number in the following months up until August and then going back to
the $5,706.33 for the month of September. What the plan is for this media vehicle is to promote
the SmartWater brand by promoting posts off of the SmartWater social media page. Posts can
be a simple as Thirsty? Make the smart choice and grab a cool and crisp Smart Water and
have a picture of a refreshing bottle of SmartWater. What we also plan to do is utilize Kris
Bryants strong social media following and use his social media to promote SmartWater by
posting about it or posting a picture of him using SmartWater. With Facebook and Instagram,
they allow you to promote posts to people based on what they like. That will allow us to
promote to our target audience efficiently and effectively. That ability makes social media a
very useful tool for SmartWater.

Out-of-Home
For this media vehicle we will use is a billboard. Our billboard included our celebrity endorser,
Kris Bryant of the Chicago Cubs, as well as the message we want to get across to our target
market. Clean, Crisp, Cool. We want viewers of this billboard to associate SmartWater with
being clean, crisp, and cool and we believe that Kris Bryant as an endorser represents all those
attributes. On the billboard Bryant is also dressed in all white, which helps reinforce those
attributes. We will spend $360,000 a month on billboards in our target areas. With this media
vehicle, we want to target urban areas such as cities like Chicago. This will allow us to utilize
the billboard to its max potential because of the fact that in cities, if placed in an area of high
traffic, will have a lot of people seeing the SmartWater message. Now to reach our target
market, with Kris Bryant as our endorser, he will help reach the younger audience because he
is a young athlete that will be the face of his sport for the long run and will resonate with a
younger audience.

Sponsorships
For sponsorships, what we want to do is sponsor a sport. So with our brand endorser being
the Chicago Cubs third basemen we wanted to focus on baseball. We want to start by
becoming the official water of the Chicago Cubs and getting SmartWater into Wrigley Field.
SmartWater would also have ads around the ballpark and have ads on TV and radio
broadcasts of the Cubs. Eventually the goal would be to then expand into baseball and take
away some of the market share from our competition, mainly Aquafina, which is currently the
main sponsor of Major League Baseball. Our plan is to start out by spending $4,000,000 on
sponsoring the Chicago Cubs, which is the 4th most valuable baseball franchise with one of the
biggest fan bases in baseball. This will be a useful tool because being an official water of a
baseball team and having a presence in their ballpark will not only increase sales but also
create a positive image as baseball is known for being a clean sport that takes pride in its
tradition and as our sponsor is a very likable and popular team in the Chicago Cubs, it will
reinforce the brand image in a positive light. The Chicago Cubs are also a very young team
currently which is drawing in a younger fan base so with SmartWater being the official water, it
should draw in the younger market, which is what we are aiming for.

SMARTWATER MARKETING PLAN - SPRING 2017 36



In Store Promotions
As an in store promotion, the Smartwater campaign will have static clings on gas station and
convenience store refrigerator doors. The designs will be used as a way to increase interest
and encourage Smartwater purchases. With intriguing visuals, it will gain the attention
of the target audiences who are planning on purchasing a drink but may be indecisive.

According to research, the target markets take notice of end caps the most. In efforts to help
show customers where Smartwater can be found, end caps will be used to promote the
products. Smartwater will cover the entire end cap, emphasizing the clean, cool taste and
energy enhancements of the product.

Billboards & Magazines


Sponsorships & In Store

SMARTWATER MARKETING PLAN - SPRING 2017 37



Television Storyboard
For a TV commercial, we want to feature Kris Bryant using our product, Smartwater. An idea
for the commercial could be Kris Bryant working out and taking batting practice at Wrigley
Field. After a few swings in the batting practice, he pauses and takes a drink of Smartwater
and then takes a few more swings, crushing the ball. While the commercial is playing, Bryants
voice will be reading a prompt on how Smartwaters crisp and refreshing taste helps refuel him
and help him train better, train harder, and train longer. At the end of the commercial, Bryant
will then appear facing the camera and will say Smartwaters tagline while holding a bottle of
Smartwater. With Kris being a young up and coming star that will likely be the face of Major
League Baseball for the next 10 years and will represent our brand well, we believe it will
elevate Smartwater and help us reach our target audience.

Conclusion
In conclusion, we think that the processes and data outlined in this plan can help enhance
Smartwater in the eye of the consumer and increase the impact it has on the bottled water
market as a whole. With a budget of $20 million dispersed over television, social media,
sponsorships, outdoor ads, and magazines we plan to target active men and women between

SMARTWATER MARKETING PLAN - SPRING 2017 38


ages 18 and 25 as well as active men and women aged 25 to 35. We want to better explain to
consumers the benefits of Smartwater as well as help associate the brand with a clean brand
image. With these strategies we will help Smartwater add value to its brand image and stand
out in the bottled water industry.

References
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