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2 Agenda Market Analysis Consumer Insight Problem Definition Target Audience Brand Diagnosis BIG IDEA Media Strategy Creative

3 Situation Analysis The Juice Drinks Market Market Growth Orange Juice is the UK’s favourite flavour New Exotic Flavours Cranberry Juice Distinctively less sweet taste Popular amongst adults Low temporal association High awareness of health benefits

4 Situation Analysis Dominant Brand First Mover Advantage Strong association with cranberry juice Innovative Marked Drop in Sales Competitors Private Label Threat Frequent Price Promotions Shelf Space Preference Premium Brands

5 Consumer Insight Ocean Spray is synonymous with cranberry juice Mature women prefer the taste of cranberry juice Strong awareness of the health benefits Low temporal association Packaging issues Low advertising recall

6 Primary Target Audience The Primary Audience ABC 1 Female Nationwide, emphasis on South of England, London Married or living with a partner Modern mother in part- time employment Family income £ Owns car Spends about £150 per week on grocery Interested in classical music, current affairs and healthy life style

7 Secondary Target Audience The Secondary Audience ABC 1 Female Nationwide, emphasis on Southern England. Sophisticated and independent woman with a full time career Household income of £ Health conscious, enjoys regular sports and travelling Spend £60 per week on groceries for herself Interested in politics and classical music

8 Ocean Spray today “I know about the Ocean Spray brand but nothing about its history or heritage. I only know Ocean Spray as a producer of cranberry juices.” Female, years Lack of Identity?

9 Ocean Spray today What do UK customers think?

10 Ocean Spray today Competitor Positioning What about us? Tropicana, the healthy family breakfast drink Innocent, the unconventional fun-drink for free-spirits Grove Fresh, the quality organic alternative

11 Strategy What is our Story? 75 years...Let‘s tell our heritage !

12 Strategy Tell it! 1.Authentic: Conforming to fact and therefore worthy of trust, reliance, or belief. 2.Having a claimed and verifiable origin or authorship; not counterfeit or copied. Authenticity Expertise Passion

13 The Big Idea The Cranberry Source.

14 Communication Objectives Premium Price To ensure that 6 months after the start of the campaign,60% of the target audience show preference towards the Ocean Spray brand, hence recognising the premium price over private labels. Authenticity Ensure that 70% of the target audience identify Ocean Spray as the passionate expert brand in the juice drinks market for cranberry juice by the end of the campaign. Brand Recall To achieve an unaided post-campaign brand recall from 80% of our target audiences, by the end of the campaign, of which 50% identify Ocean Spray first, when asked to name 3 brands within the fruit juice drink market.

15 Media Strategy 1.Coverage over repetition: Maximise reach Keep Frequency at an effective level 2.However, cranberry juice consumption is seasonal. 3. Heavier expenditure means higher reach via the simultaneous use of different media vehicles. 4. The media plan is based on a weekly purchase cycle. 5. The plan reflects a balance between highly targeted advertising and a close presence to the shopping time. Summary: A recency based strategy

16 Media Objectives 1.Run a campaign of 280 GRPs with a total reach of 70% of the primary target audience with an average frequency of 4 by the end of the campaign. 2.Maximise reach amongst the primary and secondary target audiences of ABC1 women aging and respectively. 3.Advertise throughout the whole duration of the campaign, with weighting towards the weekends, increasing reach during the Summer and Christmas months, through simultaneous utilisation of several media vehicles. 4.Run a national campaign with special regional emphasis on Southern England and the London Area. 5.Match the creative development with the media selection, making the most of each media vehicle to transfer the concepts of heritage and authenticity for the Ocean Spray brand.

17 Media Schedule MEDIAJUNJULAUGSEPOCTNOVDECJANFEBMARAPRMAY SAINSBURY'S/CLEAR CHANNEL TESCO/JC DECAUX YOU - MAIL ON SUNDAY SUNDAY TIMES MAGAZINE SAINSBURY'S MAGAZINE GOOD HOUSEKEEPING WEIGHT WATCHERS CLASSIC FM

18 Media Budget Sunday newspapers magazines: 25,0% Contingencies: 10,1% Supermarket outdoors: 34,5% Glossy magazines: 16,0% Radio: 14,4%

19 Extensive Media Schedule

20 Indicative Creative To successfully execute the big idea’s concept of authenticity, the design of selected media vehicles must be integrated and consistent for maximum effectiveness. Print Media Outdoor Media Packaging Website