kerns horchata brand positioning

Brand Positioning

Beverage Trends

*also see NY Soda Ban

U.S. consumption of carbonated soft drinks fizzled in 2011 to its lowest level since 1996

-Beverage Digest

“Free froms” & their flavor solutions More than one-fifth of beverage launches in 2010

claimed “Reduced sugar,” “sugar-free,” and “no added sugar” and 68% of non-alcoholic beverages launches this year used some sort of health positioning.

-a survey from Deloitte, New York -Innova Market Insights

Exotic Drinks “In 2012 tastes will evolve and consumers will

seek spicier and more flavorful foods.” -The NPD Group

“Consumers today are better educated about their beverage needs and want flavors that satisfy their palates as well as their need for health, convenience and sense of adventure,” -Tatiana Meerman, managing editor of Packaged Facts

People are digging deeper & looking for a sense of adventure

Target Market

Who do we want to appeal to? hint: it’s not who you think

What is everyone else doing?

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Bringing people to their website/ social sites

Health Positioning

Green Packaging

! Brand Positioning

Unknown

Not for everyone (this can be good)

Rich with Mexican Culture

!

•  Manifesto  

 Kerns horchata is an escape to Mexico in each bottle.  

What now?

!"#$#%&'%(#%)*+$*,%New packaging that reflects what Kerns horchata is as a brand.Maybe modeled after the traditional jars horchata is served in.

-$#+*./#%0$.#1-"+22#34#,%Raise awareness about Kerns horchata in an exciting way that captures the spirit of the drink as well as the country it hails from.

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Gen Xer’s who want a new, exciting experience, but don’t have the means to make it happen. They dream of new places and things but rarely do anymore than that.

7'(%&'%(#%&'%*".)6Show people what horchata is, and how to drink it. We want to tap into our targets desire to experience new things and break their routine. Ads should be playfull and rich with mexican culture.

!"+*%&'%(#%(+3*%8#'82#%*'%*".396Kern’s horchata is an authentic mexican beverage thats exciting to drink.

We are not just selling Kerns Horchata but Horchata as a whole, because a large population of Americans haven’t discovered it yet.

A Pandora radio station that plays music that embraces the spirit of Kerns Horchata and creates awareness about the drink.

Sponsor community and cultural events/festivals that invite new people (our target) to celebrate Kerns spirit along with everyone else.

Seek partnership with a national food and beverage chain like Baja Fresh (i.e. selling an escape to Mexico), to co-brand.

Thanks

Citations page

•  Slide 4: Soft drinks Fizzled: http://www.foodproductdesign.com/news/2012/04/u-s-soda-consumption-fizzles.aspx

•  Slide 6: one-fifth of beverage launches in 2010 claimed “Reduced sugar: http://www.nutritionaloutlook.com/news/soft-drinks-market-sees-rise-%E2%80%9Cfree-from%E2%80%9D-and-antioxidant-claims

•  68% of non-alcoholic beverages or "soft drink" launches on a global basis during the last year used health positioning: http://www.mediapost.com/publications/article/181273/two-thirds-of-beverage-launches-use-health-positio.html#axzz2DqOrvlsS

•  Slide 8: consumers will seek spicier and more flavorful foods •  http://www.fastcasual.com/article/194041/Commentary-Horchata-the-next-chai-in-global-beverage-platform    •  Slide 9: people are digging deeper/ sense of adventure •  http://www.bevindustry.com/articles/print/from-exotic-to-familiar

•  Etc:

•  http://www.nutritionaloutlook.com/news/soft-drinks-market-sees-rise-%E2%80%9Cfree-from%E2%80%9D-and-antioxidant-claims

•  http://www.washingtonpost.com/wp-dyn/content/story/2008/06/17/ST2008061701394.html    •  http://blogs.laweekly.com/squidink/2011/02/horchata_la_casita_tinga_battl.php