Upload
deepthi-cauligi
View
354
Download
2
Embed Size (px)
DESCRIPTION
-Developed an ad campaign for a brand of sports drink called Activate. -Designed ads, developed media plan and media targets
Citation preview
BE CAPTIVATED
SWOT ANALYSIS
Strengths• Twist cap - unique selling point• Fresh vitamins• No artificial flavors• Notion that consumers are trying to be fit
Weaknesses• Inability to find caps in same distribution centers
as the full package• Concept of product is initially unrecognizable• Labels are too busy• The availability of the water just by itself• Can be seen as overpriced• Tagline is not catchy enough
SWOT ANALYSIS
Opportunities• Use the twist cap as a unique selling point• Green movement• Notion that consumers are trying to be fit• Ability to target very niche markets
SWOT ANALYSIS
Threats• Cap idea can be copied• Similar idea to established brands• Consumers are more likely to choose a product
they are familiar with
SWOT ANALYSIS
Main Competition• Gatorade & PowerAde• Vitamin Water• Propel• SoBe Life Water• Mio
COMPETITORS
• Personal Interviews• Surveys
STRATEGIES
Survey Results• 86 % of the respondents answered that they have yet to
try Activate• 59 % believe that the cap feature with the fresh vitamins
would be beneficial• A majority of the respondents found the cap to be one of
the most distinguishing features of the product
PRIMARY RESEARCH
Personal Interviews• The Activate concept is appealing to both genders• Most people consider the vitamin cap to be a feature
that would make Activate worth purchasing
PRIMARY RESEARCH
Which area of the image stands out the most?
• Scholarly Journals• Social Media• Blogs• Market Research
SECONDARY RESEARCH
• Activate drinkers are extremely active on online platforms• The packaging is appeals more to women• Little emphasis on the separate sale of the caps• Activate needs to expand to other locations based on the
demand of consumers
FINDINGS
“Trendsetters”• Age 20-30• Gender: Both• Income Level: Mid-Upper• Education Level: Bachelor’s Degree+• Reside in Urban Areas• Impulsive Consumers
TARGET MARKET
Trendsetters• Enjoy physical exercise and outdoor recreation• Environmentally conscious • Lead a healthy lifestyle• Enjoy networking and building connections• Interested in music• Seek new experiences
TARGET MARKET
• Increase brand awareness Increase brand awareness amongst young adults by focusing on inducing trial of Activate products.
• Develop a favorable brand image by placing emphasis on three main areas:– Being green– Ease and portability– Increased health benefits from saving vitamins in the
cap until consumption• Increase sales by benefiting especially from taking
market share from competitors (versus benefitting from industry growth)
• Take the Activate brand to two additional metropolitan locations: Miami and New York City.
MARKETING OBJECTIVES
• Awareness Objective: to increase target market’s awareness of the Activate brand by inducing trial of the product.
• Knowledge Objective: : to make target market aware of the benefits of the cap of Activate products.
• Attitude Objective: : establish Activate as a lifestyle brand that cares about the same issues as the target market.
COMMUNICATION OBJECTIVES
“BE CAPTIVATED”
COMMUNICATION MESSAGE
• Timing: May 2011 to May 2012• Includes traditional media and multiple forms of
alternative media• Continuous: Pandora, email, iPhone app• Flighting (6 months): print ads, Hulu ad, Youtube ad,
motion billboards, “Cap Tree”, yoga mats
MEDIA PLAN
Media Objectives• Surround our target market in places that are perceived
to be green and healthy• Sustain awareness of Activate brand by reaching at least
1.5% of Activate drinkers at least twice a week• Create a positive brand image in current and new
locations
MEDIA PLAN
CREATIVE
LABEL RE-DESIGN
PACKAGING
TRADITIONAL MEDIA
PRINT ADS
PRINT ADS
PRINT ADS
INTERNET
INTERNET ADS
INTERNET ADS
INTERNET ADS
MISC.
ALTERNATIVE MEDIA
Cap Tree
OUT-OF-HOME MEDIA
PROMOTIONS
BUDGET
Deepthi CauligiKyndal HargrowAndrew Meschke
Beatrice PoonChloe SykesBurcu YildizEugene Yip
THANK YOU