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New business pitch for 2012 Zubi Internship
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U.S. HISPANIC INTEGRATED CAMPAIGN 2013
Confidential & Proprietary
August 13, 2012
Confidential & Proprietary
2
MEET OUR IGNITE TEAM
Stephanie Ramos - V.P. Account Service Aliette Gomez - Account Supervisor Annette Valls - Senior Account Planner Aaron Martin - Media Director Sophia Curtis - Creative Director Andres Rojas - Senior Art Director
WHERE YOU CAN FIND US
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3
OUR MISSION
To ignite culturally relevant conversations that drive long-lasting connections.
Confidential & Proprietary
4
SCOPE OF SERVICES
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5
Full Service Independent Agency Founded in 2000: 75 Employees
OUR CLIENTS
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6
“Increase SunnyD brand strength and make it an ‘even more valued’ member among
Hispanic households.”
THE TASK AT HAND So
urce
: Sun
nyD
RFP
Dec
k
Confidential & Proprietary
7
Sour
ce: S
imm
ons
2012
SUNNYD BRAND STRENGTH RELATIVELY LOW
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Sour
ce: S
unny
D R
FP D
eck
Fruit Juice Soda
CURRENTLY PERCEIVED AS THE HEALTHY COMPROMISE
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Juice Drink Compromise
Sour
ce: A
dvie
ws
2011
, Min
tel 2
012
COMPETITIVE BRAND PERCEPTION
Youthful beverage
Kid-friendly, snack beverage
Healthy premium beverage
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10
Fun family-friendly beverage
Healthy premium beverage
SUNNYD RANKS #2 IN MEDIA SPEND
Sour
ce: A
dvie
ws
2011
Company Media Spending Vehicles
SunnyD $3,044,700
Spanish Language Network TV
Spanish Language Cable TV
Tampico $13,090 Spanish Spot Radio
Capri Sun $7,590,960
National Magazine Spanish Language
Network TV Spanish Language Cable
TV
Tropicana $0 No Spanish Media
Minute Maid $12,870
Spanish Spot Radio Spanish Language Cable
TV
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JUICE DRINKS WILL SURPASS FRUIT JUICES
Sour
ce: M
inte
l 20
12
Confidential & Proprietary
12
OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY
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13 Sour
ce: M
inte
l 20
12, A
rbitr
on 2
012,
RFP
Dec
k, U
.S. C
ensu
s 20
10, A
ssoc
iate
d Pr
ess
2012
• 1 in 4 kids under 17 in the U.S. is Hispanic • The Hispanic population is projected to grow by
16% in the next 4 years with the majority of growth gained from new births
OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY
Confidential & Proprietary
14 Sour
ce: M
inte
l 20
12, A
rbitr
on 2
012,
RFP
Dec
k, U
.S. C
ensu
s 20
10, A
ssoc
iate
d Pr
ess
2012
• Hispanics establish brand loyalty much more easily than GM
• Once loyalty is established volume consumption increases as exemplified in the current Hispanic over index in consumption of SunnyD (161)
STRATEGY
• Position SunnyD as the top of mind choice juice drink for Hispanic households
Confidential & Proprietary
15
TACTIC: EXPAND TARGET TO SPANISH PREFERRED MOMS 18-49
Confidential & Proprietary
16 Sour
ce: S
imm
ons
2012
ONE IN FIVE OF RECOMMENDED TARGET CURRENTLY PURCHASES
SUNNYD
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ce: S
imm
ons
2012
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GOAL
•Increase SunnyD consumers’ purchase by one more gallon/year
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•Non-SunnyD consumers buy three gallons/year (light user)
SIZE OF THE PRIZE
700,000 moms buy one gallon at $3.50 $2.44MM
700,000 moms buy 3 gallons at $3.50 $7.12MM
Total Opportunity = $9.65MM
19
TARGET PROFILE
Confidential & Proprietary
¡HOLA! SOY ELISA
• Born in Mexico City • Lives in Houston, TX • 32 years old • Spanish preferred • Married • Mother of two • HH Income: $40k/yr
Confidential & Proprietary
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PERSONAL THOUGHTS
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Health
Budget Fun
Sour
ce: S
imm
ons
2012
WHAT ELISA CURRENTLY THINKS:
“My children like the taste of SunnyD, but I do not serve it often because it’s not very healthy.”
Sour
ce: S
urve
y M
onke
y 20
12
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WHAT WE WANT HER TO THINK:
“Since SunnyD has 40% less sugar than sodas, I can feel good about treating my kids with a drink
they love.”
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STRATEGIC PLATFORM
Fun moments deserve SunnyD.
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25
CREATIVE
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Confidential & Proprietary
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WEB BANNER
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DIGITAL
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EXPERIENTIAL MARKETING
• “The celebration of your imagination” • Flavor sample tent • Giveaways • Photo booth • T-shirt contest • Bounce House
Confidential & Proprietary
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32
MEDIA
Confidential & Proprietary
OBJECTIVES & STRATEGY
Maximize reach of target audience
Achieve combined reach of 70% per initiative
Ensure impactful communication
Launch in markets with high concentrations of our target
Provide media support for all plan elements
Leverage media buys to support all initiatives
Confidential & Proprietary
33
MARKETS
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34
• Highest concentration of target • Highest Juice Drink consumption
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ce: S
imm
ons
2012
& A
dv. A
ge H
ispa
nic
Fact
Pac
k 20
12
MEDIA HABITS
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35
TACTICS & FLOWCHART
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36
MEDIA MIX
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37
$2,069,344 41%
$622,560 13%
$420,000 8%
$653,824 13%
$734,272 15%
$500,000 10%
TV Radio Print Digital/Social Experiential In store
WHY IGNITECULTURA?
Confidential & Proprietary
38
Confidential & Proprietary
39
THANK YOU!
APPENDIX
Confidential & Proprietary
40
Sour
ce: S
unny
D R
FP
32.7 25.4 32.8 34.9
68.490.5
TUS Grocery Mass Wal-Mart Club Dollar
Total Hispanics – Volume ShareSunny MM Tamp Trop Welch Pvt Lbl AO
SUNNYD IS SHARE LEADER
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41
Sour
ce: S
unny
D R
FP D
eck
21.4%
22.5%
20.8%
5.9%
32.2%
Dollar Share (Groceries)
SunnyD Minute Maid Tampico Tropicana Other
Competition with grocer channel
Confidential & Proprietary
42
Sun
nyD
RFP
Dec
k, S
imm
ons
2012
, U.S
. Cen
sus
2010
Expand Target Audience
Hispanic population 50.5MM
Hispanic population 50.5MM
Hispanic Moms 18-49 9.24MM
Hispanic Moms 18-49 9.24MM
Spanish Only
2.09MM
Spanish Preferred 4.69MM
Juice Drinks 1.57MM
Juice Drinks 3.49MM
Confidential & Proprietary
43
HOW IS SUNNYD CONSUMED? So
urce
: Sur
vey
Mon
key
Confidential & Proprietary
44
HOUSEHOLD SIZE
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45
How Hispanic HH stack up to the GM
JUICE DRINKS WILL STEAL MARKET SHARE OF THE FRUIT JUICES
Confidential & Proprietary
46