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Rachael Chavez's Final Presentation for the Michigan State New Media Driver's License course.
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New Media Drivers License: Final PresentationBy Rachael Chavez
Brand Background
• Launched in 1982• Parent company: Kraft Foods Inc.• Product: low-calorie powdered
beverage mix• 7 product lines; 40 unique flavors• Sold in the U.S. and Canada
Current Challenges & Opportunities
Threats• Many other
substitutes; refreshment beverage market is large and competitive
Opportunities• Increasing growth in
refreshment beverage market
• Use of social and digital media marketing
• Innovation and new uses for product
Digital Media Strategy Proposal
Goals & Objectives• Increase profits for Crystal
Light and Kraft Foods Inc. by 3% in one year
• Become the No. 1 preferred beverage mixer for 50 percent of women between the ages of 21 and 35.
• Develop a full digital media strategy to promote Crystal Light Mocktails, targeted toward young women
Kraft’s Mission Statement
“To meet consumer needs and to make food an easier, healthier, more enjoyable part of life.”Values
1. Innovation2. Quality3. Safety4. Respect5. Integrity6. Openness
1. Foundation of Social Media Efforts: Blogging
• Content written by Social Media and Communications departments at Kraft
• Create engaging content– Drink recipes (non-alcoholic and
alcoholic)– Food recipes using other Kraft products– Easy and effective exercises– Healthy living content
2. Social Media Platforms: Twitter, Facebook, Google+, Pinterest
Twitter• Promote using hashtags:
#CLMocktails, #CrystalLight
• Interact with followers• Prizes for retweets, new
followers
Facebook• Promote new blog posts• Offer freebies and coupons• Utilize Timeline feature by
adding a fun, visually appealing cover photo
Google+ Pinterest• Pin photos of:• Mocktail products• Female celebrities
endorsing Mocktails• Drink recipes with link
to blog
• Promote new blog posts•Schedule hangouts with female celebrities endorsing Mocktail drinks•Schedule hangouts with female fitness trainers to answer questions and share workout tips
3. Internet Marketing: Google AdWords
• Increase CTR and PPC• Sample ad copy for search words:
“low-calorie alcoholic drink”Low Calorie CocktailsCrystal Light Mocktails = 5 caloriesAvailable in three tasty flavorshttp://www.kraftbrands.com/crystallight/
Pages/default.aspx#/mocktails
4. Mobile Marketing: Mobile Game App
• Integrate current marketing efforts into a mobile app
• Current strategy: ‘Mocktails’ game• Objective: correctly answer questions
about Mocktail flavors to win coupons
• App will be free and available for Android, iPhone and iPad
Metrics for Evaluation• Track Insights on Facebook • Use Google Analytics to track visits
to blog and company site• Record increases in Facebook fans
and Twitter followers each month and chart growth
Budget & Timeline
Project Budget• Total Alloted: $30,000
– Google AdWords: $5,000
– Mobile App: $15,000– Coupons: $2,000– Labor: $8,000(salary increases for staff
developing social media content)
Campaign Schedule
• Launch nationwide in May 2012
• Heavy promotional efforts during summer months
• Less promotional efforts toward colder weather climates during winter months