Minute Maid Pulpy

2015 Media Plan

Junwen XiaoQingyi Ren

Xiaolan ChenDihao Gu

Siddhesh Mude

Agenda

Situation Analysis

Background

★ Orange Juice category is perceived as a commodity

product and is purchased based on price.

★ Minute Maid will launch a new product, Minute Maid

Pulpy, at March 2015.

★ The product will be available in all stores as an

extention of current product line.

Orange juice are the

same

I want to buy Minute

Maid Pulpy

Category Analysis

❖ U.S. consumption volume of food and drinks continues to rise in 2014.

➢ 2014 volume is expect to increase by 5%.

❖ U.S. consumption volume of orange juice is declining slowly in 2014.

➢ 2014 volume change would be estimated as a 7% decline.

➢ The category desperately needs a new product and a new perception.

❖ U.S. consumers are presenting a trend of drinking water, an alternative to juice.

➢ Water consumption has increased by 38% over the most recent 15 years, 3.4% last year.

➢ Energy drink consumption has grew by 5.7% last year

*Data from http://www.statista.com

Company Analysis

❖ Minute Maid is owned by the Coca Cola. Founded in 1945 and acquired by Coke in 1960.

Headquarters at Sugar Land, Texas. Sells orange juice and other fruit based beverages.

❖ Has 44.7% market share in the $550 million frozen juice concentrate sector in US. In

$2.45 billion chilled juice sector, it has 19.3% market share. The total fresh orange juice

market share is 10%

❖ Largest orange juice seller in the US

❖ Minute Maid’s parent brand Coca-Cola leads the juice market with an 18% off-trade

value share in 2013

SWOT analysisStrengths Weaknesses

• Strong brand equity;

• Health Oriented products;

• Excellent distribution nationally—

Minute Maid has the largest in US juice

market;

• Slightly higher price;

• Bad distribution network in big cities

such as NYC;

Opportunities Threats

• Increasing health awareness;

• Small-bottle juices consumed not just

for breakfast;

• Intense competition from other orange

juice producers;

• Substitutes like bottle tea.

Competitive AnalysisThree Major Competitors:

• Tropicana

Founded in Florida, 1947

Owned by the PepsiCo. Since 1998

• Florida’s Natural

Founded in Florida, 1933

Owned by over 1,100 grower members

• Simply Orange

Founded in Florida, 2001

Owned by the Coca-Cola Company

Media Spend(timing & media usage)

MEDIA USAGE Red: >30%, Blue: 10%-30$, Green : <10% (of total spending)

BRAND TV SYNDICATION RADIO INTERNET OUT DOOR MAGAZINES

M.M.

TRO

SIM

FLO

Brand JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

M.M.

TRO

SIM

FLO

Media Spend (budget)

Brand Total Dollars (000)

Minute Maid 58.8

Tropicana 5,950.1

Florida’s Natural 10,553.0

Simply Orange 13,665.1

Market Share

Minute Maid10%

Tropicana6%

Florida's Natural3%

Simply Orange4%

Other77%

SALES

Resources:Passport

Objectives

Business Objectives

Create awareness for pulpy product and

contribute to increase overall Minute Maid

fanchise sales by 3 additional share points by

the end of 2015

Increase sales by 10% for overal franchise

Increase consumer awareness of brand

“Minute Maid” from 70% to 85%

Media Objectives Reach 85% of family oriented parents an average of 7

times every month

Reach 70% of health oriented professionals an average of 6

times every month

Provides sufficient support for promotion schedules and

2015 New York Marathon.

Encourage research of the product online by positioning #1

in SEO and SEM for related keywords and increasing

unique visitor to the website by 25% for the 2015 fiscal

year.

Target Audience

Orange Juice Consumption: 28oz daily

Segment 1: Family-Oriented Parents

Incentive: Children and happiness

Geography: Nationwide

Phychographic:

Concern about health

More likely be drawn by coupons

Incluenced by ads easily

Willing to wait for sales

Age: 25-40

HHI: <$7500

Target Audience

Orange Juice Consumption: 16oz daily

Segment 2: Health-Oriented Professionals

Incentive: Health and Success

Geographic: East/West Coast

Phychographic:

Concern about nutrition balance

More likely be influenced by others

Willing to wait for sales

Value lifestyle more than money

Enjoy travelling

Age: 35-54

HHI: $60k-$150k

Media Strategy

A typical day of lifeSegment 1: Family-Oriented Parents Segment 2: Health-Oriented Professionals

Media Implementation

Budget Allocation

50%

18%

20%

5%6%

1%

TV

Magazine

OOH

Radio

Social Media

Search Engine

$35MM

TV

TV selection

Network Prime● Provide the highest levels of reach among all media

● Uniform coverage in most market

News ● Target health-oriented professionals

Early Morning● orange juice has the highest consumption in the

morning

Cable Prime ● Most cost effective

Syndication

Prime ● usually a more effective CPM than network

TV flowchartTV

January February March April May June

12/29 1/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22

network prime 10 20 20 8 8 10 10 8

network early morning 10 20 20 13 13 20 20 18

syndication prime 10 10 10 8 8 10 10 8

cable prime 10 15 10 8 8 10 10 8

news 10 15 15 13 13 15 15 13

total points 50 80 75 50 50 65 65 55

total costs (000) ($) 877 1405 1361 844 844 1310 1310 1100

TVJuly August September October November December

1/7 1/14 1/21 1/28 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/12 10/19 10/26 11/2 11/9 11/16 11/23 11/30 12/7 12/14 12/21

network prime 8 10 15 20 20 10 10 18 10 10

network early morning 18 15 20 20 20 10 10 18 10 10

syndication prime 8 10 10 10 10 10 10 9 5 5

cable prime 8 15 15 15 15 10 10 15 10 10

news 13 10 10 10 10 10 10 10 10 10

total points 55 60 70 75 75 50 50 70 45 45

total costs (000) ($) 999 1092 1509 976 889 1253 779 779

GRP

45-55

56-65

66-75

76-85

TV rationaleGRP fluctuations for each month

Important dates

Launch day: March 2015

Coupon days: 3/8, 6/28, 9/13

Free samples: early April

Back to school season: Sep.

NYC Marathon: 11/1

Holidays: Nov, DecLaunch day

Coupon day

Back to school season – parents & kids

Coupon day

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0 2 4 6 8 10 12 14

Marathon

HolidayFree sample

We will create a

consumption

season

TV recommend programs

Print

Print Selection-Newspaper

Newspaper

• US Weekly ranks No. 7;

• USA Weekend is a weekly version of USA

Today, which ranks No.4;

• High circulation, large audience

• Nationwide newspaper—for nationwide

campaign;

Print rationale-Newspaper

Newspapers Still have their Perks

• Sunday Newspapers were No.1 source used to find coupons;

Daily Newspapers: lack of time for coupon investigation;

Ads on weekly papers about one week before coupon days;

• Mainly used to target the first customer group

Housewives saving money for the family

• Also have ads on Thanksgiving & Christmas weeks

It’s the time when people shopping for their family parties.

Print Selaction-magazine

Family Fun National

Geographic

Kids

Experience

LifeShapeMen’s FitnessWorking

Mother

National

Geographic

Travelers

Print rationale-magazine

• Family oriented;

• High index, high circulation;

• To reach customers from 25-54

with children;

• Especially for second target

group—Health Oriented;

• Men’s Fitness for Men

• Shape for both gender, but mainly

for female;

• High index, high circulation;

• Especially for second target

group—Enjoy life, like travelling;

• Create needs—drinks during

trips;

• High index, high circulation.

Print Flowchart

Print January February March April May June July August September October November December 1 page rate1/2 page

rateTotal

Newspaper $2,851,230.00

USA Weekend 560700 324900 $1,860,300.00

US Weekly 233160 145725 $990,930.00

Magazine $3,342,154.00

Family Fun 207630 $1,038,150.00

National Geographic Fun 106250 $637,500.00

Working Mother 77585 $310,340.00

Men's Fitness 90590 $362,360.00

Shape 160080 $640,320.00

Experience Life 12150 $72,900.00

Nal’ Geo Travelers 46764 $280,584.00

$6,193,384.00

Search Engine

Keywords & BudgetKeywords

Broad match

● Healthy (Paid and Organic)

● Tasty (Paid and Organic)

● Orange Juice (Paid and Organic)

● High quality fruit (Paid and Organic)

Exact match

● Minute Maid (Paid and Organic)

● Florida’s Natural (Paid)

● Tropicana (Paid)

● Simply Orange (Paid)

Budget and Effect

Impression 16,000,000

Clicks 139,680

CTR 0.9%

CPC $2.98

Cost $416,740.51

Social Media

Social Media Selection

Why YouTube, Pinterest and Blog?

Age: 25-54

Lifestyle: Busy

• Do not have enough time to addicted to Facebook and Twitter

• Wish to know latest information in professional circle

• Enjoy enterntainment such as funny video

How to create awareness

Launch day

• YouTube: Minute Maid Ad Video

• Pinterest: Post New product Images

• Blog: Ads

Coupon Date

• Pinterest: post coupon information

How to create awareness

CPM Target Audience Require TRP Impression Purchased Budget

YouTube $3 1495920 150 224388000 $673,164

Pinterest $3 1495920 150 224388000 $673,164

Blog $2 1495920 150 224388000 $448,776

Total Budget $1,795,104

Total Target Audience: 37398k

4% of Target Audience: 1,495,920

TRP: 150

(A reasonable TRP of a campain should be at least 150 to 250 for maintaining customers

http://www.thestorestarters.com/select-effective-trp-levels-new-stores-mediacampaign/ )

Radio

Radio❖ Why Radio?

➢ High reach potential/ High frequency

➢ Highly targetable

➢ Good CPM

➢ Tactically support promotion events

❖ Radio Selections: Purchase PM Drive and Weekends period from 20 stations that reach our

target audience in West coast and mid-U.S..

➢ Commercial will be air 2 times Monday-Friday and 4 times on weekends.

❖ Negative selections: Avoid highly populated areas including New York and Los Angeles.

❖ Budget allocation: $1.6MM

❖ Estimate cost: $16,000/station/month*

*Data from http://localmarketingideas.com/

Radio Flowchart

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

RADIO

Out of Home

Rationale behind Out of Home

❖ OOH selection in major cities of U.S. like New York.

➢ Bus displays

➢ Office buildings

➢ Rail or subway systems

➢ Airports

❖ In other places

➢ Billboards above important routes of U.S. like U.S. Route 66

➢ Billboards above major commute routes in states including Texas, Minnesota and Alabama.

❖ Budget

➢ $7 MM

Out of Home Selection

Out of Home FlowchartJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Bus

Office

Rail

Airport

U.S.

Routes

Commute

Routes

*Estimated average price: $2,500/showing/month. Airport display cost average $30k/showing/month.

FlightingJanuary February March April May June July August September October November December

12/2

2

12/2

91/5 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5

10/1

2

10/1

9

10/2

611/2 11/9

11/1

6

11/2

3

11/3

012/7

12/1

4

12/2

1

TV

Network Prime

Network Early Morning

Syndication Prime

Cable Prime

News

Print

Newspaper

USA Weekend

US Weekly

Magazine

Family Fun

National Geographic Fun

Working Mother

Men's Fitness

Fitness

Experience Life

Latina

OOH

Bus

Office

Rail

Airport

U.S. Routes

Commute Routes

Radio

Radio Channel

Social Media

Search Engine

Always remember what to do next!

Next Step

Ads closing day

Newspaper:

US Weekly : coupon: 2/2; 5/25; 8/10; holiday season: 10/26;11/23;

USA Weekend : coupon 2/2; 5/25;8/17; holiday season: 11/2; 11/23;

Magazine:

Family Fun: 12/19; 2/20; 6/5; 8/14;9/25;

National Geographic Kids: 12/23; 5/27; 9/12; 10/21; 11/25

Working mother: 12/16; 6/24; 8/5; 9/30;

Men’s Fitness: 1/15; 2/19; 4/30; 7/16

Fitness: 1/22; 2/22; 4/30; 7/22;

Experience Life:12/15; 3/3; 5/5; 6/18;8/26; 9/30;

Latina: 12/22; 1/19; 3/23; 5/18; 7/20; 9/21;

TV: Upfront: Q4-43 Network/Syndication: April/May;--Scatter

Radio: No Closing Day--One weeks before it’s available

No.1 Experience Life

No.2 Working Mother

No.3 Family Fun