IZZE Beverage Company. Product ● The IZZE Beverage Company has been around since 2002. ● The...
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IZZE Beverage Company. Product ● The IZZE Beverage Company has been around since 2002. ● The products we make are truly All Natural — they do not contain
Product The IZZE Beverage Company has been around since 2002.
The products we make are truly All Natural they do not contain any
refined sugar, high fructose corn syrup, caffeine and
preservatives. Sparkling juices (the original line), low calorie
sparkling juices (IZZE Esque) and sparkling juices fortified with
vitamins (canned product).
Slide 3
Problem Positioned as being contemporary, youthful and as an
alternative Want to occupy a clearer positioning in the minds of
our consumer. Want to expand their target to consumers in their
late 20s / early 30s.
Slide 4
Brand Positioning Statement To a young health minded consumer,
IZZE is the all natural option that is a healthy alternative to a
soda.
Slide 5
Consumer People ages 15-25 Predominantly female market People
concerned with health and wellness (all natural/low calorie line)
Just moved away from home to start a life of their own
Slide 6
Company IZZE Sparkling Juices alternative to soda all natural
120-130 calories 70% fruit juice no added sugar, preservatives,
caffeine, etc. relatively expensive IZZE Esque low calorie version
of sparkling juices (50 calories) Vitamin Fortified
Slide 7
Category The Soft Drink Industry Soda brands (Coca-Cola, Pepsi)
Tea and Juice Drinks (Snapple, SoBe, Arizona, etc.) Bottled Water
Fruit Juice (Orange juice, Apple juice) Health drinks
Slide 8
Competition Direct Snapple, SoBe, Arizona, Pom Wonderful,
Sparkling Ice, Glacau Fruit Water Coca-Cola and Pepsi product lines
Indirect Any alternate type of drink
Slide 9
Research Methods used to identify Target Audience Survey
administered Comparison of beverage preferences of different
respondents based off of age and gender Analysis of IZZE's current
website and social networks Location of products in restaurants and
retailers to Taste testing of product
Slide 10
IZZE Creative Brief What are we trying to accomplish? Give
people a reason to go try IZZE. Expand the current demographic and
create more interest behind the product. Whom are we talking to?
Unique individuals, who are educated, open to change, artistic and
have a creative mind. Mostly single females who are health
conscious and buy fresh and organic foods. This person is not
afraid to be different by expressing their true self through their
fashionable style, fuel efficient and stylish car and open and free
personality. This person travels, enjoys reading and browsing
social media. They frequently visit local coffee shops. They have a
two bedroom condo in the heart of the city. This person enjoys
expressing themselves and is pursuing career that allows them to do
so.
Slide 11
What do they currently think? I have heard of IZZE but have
never really had a reason to try it. What would we like them to
think? IZZE is my drink. It compliments my individuality and
represents me, through its color, taste, and health options. What
is the single most persuasive idea we can convey? IZZE is a drink
that represents individuality. Why should they believe it? IZZE is
a colorful sophisticated soft drink with the taste of a soda, but
the nutrition of a fruit.
Slide 12
Creative 1
Slide 13
Creative 2
Slide 14
Creative 3
Slide 15
Media Plan Magazines o Fashion Magazines use product placement
rather than traditional advertisement. Public Transportation o Bus
Stops Social Media Marketing o #BeDifferent Campaign
Slide 16
Cosmopolitan Magazine Demographics: 50.7% 18-34 y.o. 65.8%
college education 39.9% single Avg. Income: $56,995
Slide 17
Womens Health Magazine Psychographics: Fashion-Forward
Adventure seekers Health focused Health and Fitness account for 34%
of advertising.
Slide 18
Revised Brand Positioning Statement To consumers who are not
afraid to express themselves, IZZE is the all natural beverage that
complements their self image.
Slide 19
Works Cited "Media Kit." Womenshealthmag.com. Women's Health
Magazine, 2014. Web. 5 Dec. 2014. "Cosmopolitan Media Kit."
Cosmopolitan. Hearst Corporation, 2014. Web. 5 Dec. 2014.