canada dry ginger ale - mktg communications presentation
TRANSCRIPT
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Canada Dry Ginger Ale
XMS&S: Minneapolis
The Holiday Beverage
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CDGA Communications Proposal
• “Made with real ginger”• Printed on cans, bottles and box• Television ads• Website- no reference
Current CDGA Strategy
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CDGA Communications Proposal
Current Consumer Perceptions• Confusion about brand
• Healthy?• Sickness Remedy?• Similar to Dr. Pepper / 7-Up?• Older person’s beverage?
• Positive Feedback• Holiday beverage• Many uses• Premium brand
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CDGA Communications Proposal
Proposed Brand Strategy Positioning Statement:
“To mothers aged 35 and up, with a household income over $60,000 and who are hosting family or holiday celebrations, CDGA is the one must have soft drink because it can be used and enjoyed by all of her guests in a variety of ways while making her look like a great hostess.”
Brand Essence:
Functional – Many uses
Symbolic – Holiday / party beverage
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CDGA Communications Proposal
Communication ObjectivesTop Priori ty:
Increase understanding, liking and ultimately use (or purchase) by women over 35 with a household income above $60,000 for holiday celebrations and parties that they host.
Secondary Priori ty A:
Transform understanding of CDGA from that of a sickness beverage to that of a holiday or celebration beverageamong current and potential users of the product.
Secondary Priori ty B:
Leverage the preference/use of CDGA during the holidays by the group towards whom we are positioning our communications in order to increase understanding among consumers with whom we are not already communicating.
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CDGA Communications Proposal
Communication Tools: Positioning• Magazine ads
• Newspaper ads
• In-store promotions
• Internet strategy• Website• Banner ads• Mommy blogs• Recipe contest
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CDGA Communications Proposal
Magazine Ads• 3-page glossy foldout
• “O”, Gourmet, Working Mother, Harper’s (Catholic Digest)
• 1 unified theme and 3 subthemes• Primary: Holiday party scene• Sub: Mom, Dad and the kids
• 3 seasons: Christmas, Easter and summer• October – December• February – April• May - August
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CDGA Communications Proposal
Newspaper Ads• 1-page insert
• Tear-out recipe
• 1 unified theme chosen from magazine ads• Primary: Holiday party scene• Sub: Mom, Dad and the kids
• 3 seasons: Christmas, Easter and summer• Sunday before Christmas (Top 50 markets)• Sunday before Easter (Top 20 markets)• Sunday before 4th of July (Top 20 markets)
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CDGA Communications Proposal
Advertising Schedule
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CDGA Communications Proposal
Print AdsObjectives:• Create understanding of product uses• Create holiday image• Drive traffic to website
Effectiveness Testing:• Visitors to website• Survey understanding of use pre & post• Survey association with holidays/parties
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CDGA Communications Proposal
In-Store Promotions @ Premium Stores• Sampling
• CDGA “punch”• CDGA stand-alone
• Coupons• 50 cents-off 2 lt. bottles
• Recipes• Handout recipe cards• Website information on recipe card
• Prominent creative can display
Objective: Increase understanding, preference and sales
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CDGA Communications Proposal
Internet Strategy• Website
• Leverage existing recipe content• Central node of communications push• Measure of print ad effectiveness
Objective: Create understanding of CDGA uses
• Banner ads• Provide push to website• Specifically targets holiday entertainment searches
Objective: Pull target to website at optimal time
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CDGA Communications Proposal
Internet Strategy – cont’d• Mommy blogs
• Existing credible relationship with target
Objective: Increase use of CDGA during Christmas season, drive traffic to website.
• Recipe contest
• Create credible content for website• Generate buzz
• Magazine ads• Mommy blogs• Product packaging
Objective: Create credible content for website; create brand buzz and reason to talk about CDGA in blog.
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CDGA Communications Proposal
Integration of Tools• Commonality
• Holiday party• Many uses• Creative use of cans
• Complementary• Different tool objectives• Moves customer through response hierarchy
• Coverage• Diffusion of media• Old school • Tech savvy
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We invite the opportunity to party with you!
“Re de fining the bus ine ss of building s trong brands”
XMS&S: Minneapolis