1

2

Ag

en

da

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

3

Situ

atio

n A

naly

sis

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

Situ

atio

n A

naly

sis

• 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

Con

sum

er In

sigh

t

• 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

Prim

ary

Targ

et A

udie

nce

The Primary Audience• ABC 1 Female 35-54• Nationwide, emphasis on

South of England, London• Married or living with a

partner • Modern mother in part-

time employment• Family income £50.000+• Owns car • Spends about £150 per

week on grocery• Interested in classical

music, current affairs and healthy life style

7

Seco

nd

ary

Targ

et A

udie

nce

The Secondary Audience• ABC 1 Female 25-34• Nationwide, emphasis

on Southern England.• Sophisticated and

independent woman with a full time career

• Household income of £30.000

• Health conscious, enjoys regular sports and travelling

• Spend £60 per week on groceries for herself

• Interested in politics and classical music

8

Oce

an S

pra

y to

day

“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, 25-34 years 

 

Lack of Identity?

9

Oce

an S

pra

y to

day

What do UK customers think?

10

Oce

an S

pra

y to

day

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

Stra

tegy

What is our Story?

75 years

...Let‘s tell our heritage !

12

Stra

tegy

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 B

ig Id

ea The Cranberry Source.

14

Com

mun

icatio

n O

bje

ctives

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

Stra

teg

y

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

Obje

ctives

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 35-55 and 25-35 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

Sch

ed

ule

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

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

Bu

dg

et

Sunday newspapers magazines: 25,0%Contingencies:

10,1%

Supermarket outdoors: 34,5%

Glossy magazines: 16,0%Radio:

14,4%

19

Extensive Media Schedule

20

Indica

tive C

reativ

e

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• Websitewww.thecranberrysource.com