izze media plan -- transit5

Izze: Media Plan

TransiT5 Media

2 Executive Summary

Izze is a brand located within the “carbonated juice drinks” category, produced in Boulder, Colorado owned by PepsiCo. Izze promotes itself as an all-natural, no preservatives added fruit soda, consisting of 70% fruit juice and 30% seltzer water. The Izze brand is currently marketed as healthier and better for the average consumer than typical sodas and many other carbonated drinks. However, when the keywords “carbonated juice healthy” are entered into a Google search, Izze does not come up as a result while many of the competitors listed above do. Their main selling point is not being exploited to its fullest potential if their product does not come up when a consumer is wishing to research healthy carbonated drink alternatives. Izze is not alone in the carbonated juice category with a focus on health, and is actually falling behind competitors in this niche. While Izze has been really good at having kitschy event campaign strategies we want to take Izze farther, reaching more people while still keeping Izze’s unique position in the marketplace intact. Transit5 wants to increase Izze’s brand awareness with our new campaign as well gaining new loyal customer base of young women who may have never heard of or been introduced to Izze. We intend to: (Increase sales by_______). We seek to target multiple segments, which are 18-24 year old women and 25-34 year old women. We specifically chose this demographic because we wanted to cater to Izze’s main consumers and reach consumers that would be most willing to become loyal Izze users, using an offensive approach. By choosing women in this range, we are hoping to solidify Izze as a go-to beverage that resonates with these women from its taste to its look and feel. These women are educated, career-driven and health conscious with extra income to spend and are willing to pay more for taste and overall experience, always up to date on the current trends, traveling and going out on the town with friends. We noticed that Izze had a low-usage rate at only 41%, thus knowing that this demographic is very socially involved, our mission is to make Izze the popular, “cool” brand to be using, sharing it at gatherings and get-togethers among friends, ultimately sharing it on social media in turn bringing up the usage rate. Our $18 million budget will be spent on an integrated campaign primarily focusing on digital, with the addition of television and magazines nationally in our chosen markets garnering up to 412 GRPS in one month.

3About Transit5

Agency Philosophy:Our agency strives to meet our clients needs by implementing our five core values into everything we do: Innovation, Integrity, Accountability, Dedication, and Diversity.

Director of EventsNicole Godreau is a junior Integrated Marketing Communications major at Ithaca College from Queens, New York. She is a New York City Women in Communi-cations 2014 Scholarship Recipient as well as a Rising Junior Park Scholar, and an Emma Bowen Foundation Scholar. She is a Diversity Peer Educator, a Peer Career Advisor and a part of the Ithaca College Social Media Street Team. She has interned at Ogilvy & Mather and Food Network in New York City and will be attending the Los Angeles program this Spring. She hopes to work in the public relations industry in the future.

Account DirectorRachel Roizin-Prior is a sophomore Integrated Marketing Communications major at Ithaca College, originally from Montreal, Canada, and living in Easton, Pennsylvania. She is a Leadership scholar as well as a member of the Ithaca College Honors Program. She is a senator in Ithaca College’s Student Government Association, and a member of the executive board of Ithaca College’s chapter of Big Brothers Big Sisters. She has previously interned for State Representative Robert Freeman and for Buy Fresh Buy Local. She hopes to work at a large advertising agency in the future.

Public Relations DirectorLauren Ryan is a junior Integrated Marketing Communications major at Ithaca College hailing from Hawley, PA. Lauren is a two time New York Women in Com-munications scholarship recipient (Foundation Scholarship, 2013 & Alumna Award of Excellence, 2014) as well as a Rising Junior Park Scholar. On campus, Lauren is the Events Executive for HiFashion Studios, the Programming Director for Ithaca College Women in Communications and the Secretary for She’s the First. Off campus, Lauren serves as a scholarship ambassador for New York Women in Communications and is also a member of their Student Affairs committee. Addition-ally, Lauren volunteers at the South Hill Elementary School, the Cancer Resource Center of the Finger Lakes and the Longview Senior Residential Community. In the future, Lauren hopes to work in entertainment public relations. In the past, she has interned in the publicity department at Allied Integrated Marketing and in the digital media department at Alloy Entertainment. In the spring, she will be spending her semester in Los Angeles.

Creative DirectorKristin Schultz is a junior at Ithaca College, majoring in Integrated Marketing Communications with a minor in Legal Studies. She is from Johnson City, NY - a small village next to Binghamton. She is the recipient of the Carl Sgrecci Scholarship in Business as well as the Senator Tom Libous Community Service Scholar-ship. On campus, Kristin is the Events Chair for Ithaca College Women in Communications, a chapter of New York Women in Communications Inc. She is also a member of the Ithaca College Honors Program and a Student Caller for the Ithaca College Annual Fund. After graduating a year early, Kristin hopes to work in the advertising field as a graphic designer or copywriter.

Executive AssistantMichael Tamburri is a junior Integrated Marketing Communications major at Ithaca College. He plans on obtaining either a Business and Administration or Com-munications Masters degree after graduation. He studied in New York City for the Spring 2014 semester through the Ithaca College NYC program and completed a marketing internship at City Parks Foundation. Outside of academics Michael is a member and the Treasurer of the Men’s Club basketball team, he is also a sales representative for the Ithacan newspaper. Along with being involved at Ithaca College, he has had jobs for the past four years of his life outside of school. Michael interned at a non-profit organization called the Greater Newburgh Partnership and worked part-time for Clear Channel Media and Entertainment of the Hudson Valley. Michael, who is from Marlboro, New York, plans to take his motivation and everything he has learned at school, the work environment and his life into either a marketing or creative career.

Team Promises:Each team member will attend weekly meetings on Wednesdays at 9:00pm for an hour.Each team member will have their tasks ready for every meeting.If a team member fails to meet standards, a group discussion will take place.Our goal is to produce the best work possible in hopes of receiving an ‘A’.Each team member will value the opinions and input of the other members.

4

IZZE is a brand located within the “carbonated juice drinks” category. When “Googling” the keywords “carbonated juice,” IZZE’s website is the first to pop up in the results. Google estimates that there are about 2,408,000 results in a search for “carbonated juice.” One of IZZE’s biggest competitors against the carbonated juice drinks category is the soda category. For comparison’s sake, when “soda” is typed into a Google search, about 24,800,000 results were founded. That is a difference of at least 27,208,000 “hits” that match the searched keywords. This reveals that the carbonated juice drink category has less direct competitors among the included brands. However, it also means that the category as a whole has less widespread knowledge and awareness in regards to it as opposed to another similar category, such as soda.

IZZE is not alone in the carbonated juice drink category. The company’s largest, direct competitors include, but are not limited to: San Pellegrino, Welch’s Sparkling Juice Cocktails, and Sparkling Ice. Secondary competitors include Fruit 66 and Fruit Water. Much like IZZE, these brands offer carbonated or sparkling juice (or water) beverages in a variety of different flavors.

The IZZE brand is currently marketed as healthier and better for the average consumer than typical sodas and many other carbonated drinks. However, when the keywords “carbonated juice healthy” are entered into a Google search, IZZE does not come up as a result while many of the competitors listed above do. Their main selling-point is not being exploited to its fullest potential if their product does not come up when a consumer is wishing to research healthy carbonated drink alternatives. The brand that largely draws attention to the health aspect of their product within the carbonated juice category is called “Spritzers.” Their website talks about how the company was started by a family who wanted to create a healthy alternative to artificial sweeteners and high fructose corn syrup-containing beverages. Spritzers’ beverages contain natural ingredients and real fruit juice. This backstory and mission is similar if not identical to IZZE. This shows that IZZE is not alone in the carbonated juice category with a focus on health. In fact, IZZE is actually falling behind competitors in this niche if their product or website does not lead to “hits” while their competitors’ do.

Brand Analysis- Definition of Category

Situational Analysis

5Brand Analysis- Definition of Category

segMenTaTion

It was determined that there were multiple segments for IZZE, which are 18-24 year-old women and 25-34 year-old women.

We chose this for our age demographic because we wanted to cater to IZZE’s main consumers and reach consumers that would be most willing to become loyal IZZE users. By choosing women in this range, we are hoping to solidify IZZE as a go-to beverage that resonates with these women from its taste to its look and feel.

Target Segmentation


After doing extensive secondary research on our target market (primary- females 18 to 24, secondary- 25 to 34), we’ve come up with multiple sets of data. Caucasian/white is the lowest indexing race, meaning the Asians, African Americans, etc. make up a large percent of our target market. The people in our target market have all also had some form of education and are mostly comprised of part time employees or full time students. The marital status of our target market is mostly not married or never have been married.Moving away from demographic data and more into psychographic data, the research showed that the only people in this target willing to pay to be healthy are 21 year olds. Additionally, the 21-24 years old tend not to care about price and make purchases on spur of the moment impulses. Lastly, this generation doesn’t stray away from advertising, they encourage it. Most people in this age demographic find advertising interesting and rely on it to make purchase decisions.In terms of media consumption, the target market spends less time watching television, reading newspapers and online due to online activities, which may because they all thoroughly heavy users of social media. Some of the most used forms of social media include Facebook, Pandora, Hulu and Twitter. However, when it comes to more traditional forms of media, Cosmopolitan, ELLE and OK! Weekly are some of the heaviest indexing magazines among this age group. Within the television sphere, the highest indexing shows include Pretty Little Liars, Family Guy and Keeping Up with the Kardashians.

6

ConsuMer WanTs and needs· Anyone looking for an alternative from soda· Anyone that lives a healthier and active lifestyle· More natural flavors· Does not like artificial flavoring· Less sugars, no high fructose corn syrup· Light carbonation· Still like that soda taste· Enjoys fruit flavors· May want bottles that are closable· Low sodium and calorie count· No caffeine

CoMMuniCaTion In terms of Izze’s communication with its target market, they are making attempts to communicate with them, but they don’t have a very large social media following. Their social media platform with the most following is Facebook, which 260, 683 followers. After that comes Twitter, with 21,900 followers. From there, the numbers get worse, with only 643 Instagram subscribers and 23 subscribers to their YouTube channel. On their social media platforms, their main content includes recipes (normally involving alcohol), the promotion of chain restaurants such as Chipotle and Panda Express and re-posting fan’s submissions. Additionally, Izze promotes a good deal of their partnerships, such as the event they did with Brit & Co and the “Friendsay Night” promotion they did with YouTube vloggers Alie & Georgia. Izze’s website includes a full listing of their products, recipes, links and feeds to their social media sites and the history of their brand. In addition to their efforts on social media, Izze has had several events within the past few years. These events geographically range from Miami to New York City to Los Angeles. Their events also engage with several target mar-kets. Events such as “Pamper Me Fabulous” Expo, LA Fall Fashion Market Week and Making Strides Against Breast Cancer target the female demographic, while their decision to feature Izze at Coney Island’s annual Halloween fest targets both parents and children. However, with promotional events such as the Venice Art’s 19th Anniversary Gala and Art Basel, they were targeting a wide range of potential consumers.

CosT24 pack of 8.4 oz Cans · Amazon: $16.46 · Costco: $17.05 · Staples: $35.994 pack of 12 oz Bottles · Amazon: $7.99 · BevMo!: $6.99 · Wholefoods: Visit Store12 pack of 12 oz Bottles · Costco: $12.69 · Amazon: $28.45 (variety pack) · Sams Club: Visit Store

ConvenienCeIzze is located in stores on both a national and local scale. In terms of national locations, Izze is available in Target, Walmart, Whole Foods, Costco, Sam’s Club and was available in Starbucks until the company began fading out Izze products. On a more local level, Izze is available in Super American, Holiday, Food Lion, FarmFresh, Cost Plus, Kroger and even in specialty stores like Georgetown Cupcakes.

The Four C’s


7

eConoMiC Trends There are many key trends in the category of Carbonated Soft Drinks. A large problem is that increasing health concerts are hurting the demand. There is also an increasing awareness of health related issues due to the consumption of carbonated soft drinks, and health advocacy grouops are intesifying pressure on companies that produce these drinks. Due to all the trends, the market has been steadily shrinking for the past few years. One com-pany that has been implementing a strategy to reincrease the demand is an increased marketing spend, while focusing on healthier variants of carbonated soft drinks. In emerging economies, there is a strong growth of demand for these drinks due to a higher disposible income. Lastly, natural food stores are also increasing in business. In 2013, they had a 7.3% increase from 2012, and $8.7 billion was spend on foods. Over the last decade, sales of organic foods have grown 22% a year, and consumers continue to demand healthy food choices. 88% of consumers believe that nutrition is important when selecting groceries, and 56% are willing to pay more for a healthier version of a food. People also want to move away from high frutose corn syrup.

soCieTal Trends Today, people are very health-conscious and increasingly concerned about what they are putting in their bodies. IZZE prides itself on being 70% pure fruit juice and a splash of sparkling water with no sugar added, no high-fructose corn syrup, no preservatives, no caffeine, or chemical concoctions. Sparkling juices are being seen as an alternative to sodas, implementing sparkling juice into schools rather than sodas. Traditional carbonated sodas are declining associated with being bad for your health, as people begin to look for alternatives such as fruit flavored carbonated drinks. IZZE developed a new brand of soda titled IZZE esque, which is a reduced calorie drink with 50 calories per 12 oz. bottle. This addition was partly due to the fact there has been a trend toward drinks with less or reduced calo-ries, while still being full of flavor rather than tasting like a “diet” drink. Consumers want “clean” labels with natural alternatives instead of chemical sounding additives. There is a trend toward superfruits, exotic fruits, tropical fruits and fruit and vegetable combinations in alcoholic and non-alcoholic beverages. People want to know what is inside their beverages, familiar with them rather than chemical creations that are made in labs. Companies want to tap into this market and growing trends by specifically targeting niche markets with flavors that show nutritional value and health benefits. As people become more health conscious, a target market is developing where people are willing to make an easy switch to a healthy drink that’s better for them. There has also been a trend toward upscale restaurants that are trying to stand out by making or supplying carbonated sodas using fresh and local ingredients. A big trend has been companies that are beginning to learn more about different and unique flavor combinations from mixolo-gists. Another popular trend has been companies caring about the environment. Glass is seen as sophisticated and eco-friendly, providing the best conditions for the beverage, preserves the natural flavor, and is 100% recyclable. There has been a surge in glass packaging, which attracts a young, health conscious market. Customers feel ecologically responsible buying healthy packaging, which plays a big role in the customer’s purchase decision process. Overall, many of these societal trends work positively for IZZE to grow and prosper as a brand.

Key Trends


8 Competitive Anaysis- Primary


san Pellegrino’s sParkling FruiT Beverage· 11.5 oz 12pack on Amazon for $24.73· Also sell 8.5 oz 6 pack bottles· All natural flavors--Aranciata (Sicilian orange), Aranciata Rossa (blood or-ange), Clementina (Clementine orange), Limonata (lemon) and Pompelmo (grapefruit)· San Pellegrino Sparkling Fruit Beverages offer all the natural pleasure of an authentic, unique and intense taste that make you enjoy a special moment in the Italian way. San Pellegrino contains 140 calories and 32 grams of sugar.· San Pellegrino has never put out a fruit beverage specific ad, but they have a good presence on social media, on Pintrest, Instagram, and Facebook. On Instagram, they post weekly mostly regrammed photos that consumers have posted on their beverages that have @sanpellegrinofruitbeverages. On Face-book, they update frequently of pictures the different flavors, pictures are also displayed to be used as a mixed drink, showing ingredients. Also, the drinks are seen in combination with party snacks.· 291,253 Facebook likes | 1,283 Instagram followers | 174 Likes on Pintrest

sParkling iCe· 17 oz bottles· $16.36 for a 12pack on Amazon, zero calories and zero carbohydrates· 11 refreshing flavors: Coconut Pineapple, Lemon Lime, Kiwi Strawberry, Orange Mango, Pomegranate Blueberry, Pink Grapefruit, Black Raspber-ry, Crisp Apple and Peach Nectarine, Cherry Limeade, and Strawberry Watermelon.· Now introducing a Sparkling Twist on Lemonades; available in Classic Lemonade, Strawberry Lemonade, Raspberry Lemonade, Mango Lemonade, Peach Lemonade, and Lemonade with Tea.· Sparkling ICE ran a 30 second TV spot in 2013, describing the product. It features a few of the flavors while playing a fun upbeat song and then states at the end that Sparkling ICE has bold flavor, zero calories, and is perfectly possible.· Active on Twitter, Facebook, and Instagram. They currently just intro-duced Sparkling Tea flavors, which is posted on their social media ac-counts. They do a lot of retweeting of consumers tweets at them, and they are currently doing a hashtag of #SipPink, encouraging costumers to drink their pink grapefruit flavor in honor of breast cancer awareness month.· 693,761 Facebook likes | 9,032 Instagram followers

9Competitive Anaysis- Primary


glaCeau FruiTWaTer· 16.9 oz. bottles· $30 for a 12 pack on Amazon· Contains zero calories and sugars· Naturally flavored sparkling water beverage with nutrients and other natu-ral flavors (contains no juice)· Flavors include Black Raspberry, Strawberry Kiwi, Lemon-Lime, Orange Mango, and Watermelon Punch, Fizzy Lemonade, Tropical Pineapple· Christina Applegate is the face for Fruitwater in their print ad that launched in 2013. There is also a radio ad for the product. Christina states that she appreciates the “easy on the figure” drink. This zero calorie, fruit flavored sparkling drink is both bubbly and beautiful similar to Applegate. Applegate was also featured in the new social media ad on twitter where she says: Life can throw a lot at you, so when you have a moment, take it to enjoy fruit water.· Recent #stealamoment campaign, where the consumers are encouraged to “steal a moment” or take time out of their day to drink fruit water. If people tweet the hashtag they have a chance to win prizes such as gift cards. This campaign is run on Facebook and Twitter.· 6,686 Instagram followers | 70,985 Facebook likes· “The only Coca-Cola brand which has made an impact in this category [sparkling water] is the zero calorie Glaceau Fruitwater, which managed to gain a market share of 2.4% within three months of its launch in May 2013.”

10 Primary Target Analysis

Chelsea Chun

Demographics· Age: 21· Gender: Female· Race: Asian-American· Educated: College educated· Marital Status: Single· Employment status: Full-time student· Household income: n/a· Census region: Northeast· Health: Vegetarian dietMedia Usage· Internet: Enjoys posting on social media· Magazines: Cosmo and People· TV: Pretty Little Liars Attributes· Upper middle class· Smartphone and laptop user · Contributes to many social media outlets

My name is Chelsea Chun and I am a 21 year old full-time college student at Middlebury College. I am a young, single, vibrant female who loves to hang out with my friends. I am also a yoga instructor on campus and believe that it is very important to stay healthy, especially while at college. I am very connected, using Facebook, Instagram, and Twitter on my phone to post my everyday experiences. When looking for beverages, I try and look for some-thing that has health benefits and is good for you as an alternative to soda. To find out whether or not I should buy a new product, I look at reviews online as well as a company’s online presence.

9:00 am: I wake up, always setting my alarm to different Beyonce songs to start off my day. I always check my phone in the morning and look at my e-mails. Then, I take a shower and walk over to the gym on campus to prepare to instruct my morning yoga class.

10:00 am: I instruct my class and also try to get a workout in, always making sure that I’m drinking water throughout the day to stay hydrated.

11:00 am: I go to my Environmental Crisis class and afterward, I head over to my Creative Writing class as I’m an English major with a minor in Environmental Science.

1:00 pm: I always try and prepare my own lunch because it gives me a way to eat fresh produce I buy at the farmer’s market that are healthy and nutritious. I like to know what I’m putting in my body and purchase locally to support local businesses.

2:00 pm: I volunteer off-campus at an ele-mentary school, helping the students grow a community garden of their own produce that is then used in school lunches.

3:00 pm: I also go to my internship off-cam-pus in the Sustainability Center downtown, focusing on how to reduce energy-use and greenhouse emissions community-wide.

4:00 pm: I head off to my sculpture making class because I love to be creative and make things with my hands.

5:00 pm: After a long day, I usually watch television on Netflix and right now my favorite show is Orange is the New Black.

6:00 pm: I cook dinner using fresh ingredients to come up with nutritious, vegetarian meals for my roommates and me to eat.

7:00 pm: During this time, I head to my club meetings for the school newspaper where I write articles on Health & Wellness.

9:00 pm: After working on any group proj-ects, I do my homework and prepare for my upcoming tests.

10:00 pm: I check out all of my social media websites on my phone before heading to bed.


11

6:45 am: I wake up to my alarm and turn on my television to watch the news, hear about the local commute traffic, and find out the weather.

7:30 am: I quickly grab a light breakfast which usually consists of a healthy granola bar, yogurt, and fruit.

8:00 am: I drive my car, listening to Justin Timberlake, to the gym that is close by to where I work so that I can get in some exercise before I start my hectic job.

9:00 am: I arrive at the gym to run a few miles before going into work where I am an account manager at an advertising agency.

10:00am: I attend meetings and help my boss with new accounts the firm is trying to get.

12:00 pm: At lunch, I go out to eat with some co-workers where we talk about how good the last episode of “Keeping up with the Kardashians” was.

2:00 pm: I get back to work and eat some snacks that I’ve bought from a recent trip from Trader Joe’s.

6:00 pm: After work is over, I go shopping at nearby vintage stores and then head to grab drinks and dinner with a friend.

8:00 pm: Then we head over to see Ingrid Mi-chaelson in concert.

10:00 pm: Exhausted before I go to sleep, I manage to post a few photos on Instagram and Facebook, and finish up some of my reading on “Gone Girl.”

I am a 32-year-old, full-time account manager at Grey Advertising Agency. I am a single, friendly, and creative woman who loves to have brunch on Sun-days with her girlfriends. I am running a small business on the side for natural beauty products for multi-cultural women. I love to go to Zumba classes and go to the Farmer’s Market for fresh fruits and vegetables to cook with. I’m an avid social media user, predominantly using Instagram and Twitter to commu-nicate with friends and colleagues. When looking for beverages, I am looking for something that is easy for me to take on the go with my hectic work sched-ule, tastes good and is nutritious, which I can find out from reviews online and by asking my friends and family members.

Demographics· Age: 32· Gender: Female· Race: African-American· Educated: College educated· Marital Status: Single· Employment status: Employed· Household income: ~$50,000· Census region: West· Health: Goes to the gym and does yogaMedia Usage· Internet: Enjoys posting on social media· Magazines: ELLE· TV: Keeping up with the Kardashians

Morgan dunlaP

Primary Target Analysis


12 Situational Analysis

sWoT

Strengths· Made with real fruit· No artificial sweeteners - only natural fruit sugars· Less calories than many sodas or juice beverages· Naturally occurring carbohydrates· Appeals to health-conscious· IZZE with Vitamins line

Weaknesses· Small word-of-mouth and event campaigns primary strategy· Currently at 12% brand awareness in U.S.· Competitors pay substantially more for advertising· Less than 12% distribution in U.S. supermarkets and convenience stores· All product mixed, bottled, packaged, and shipped from one facility in Monrovia, California· Significantly more expensive than primary competitors

Opportunities· Social media and internet marketing cheap and effective· Target market of 18-34 heavy online media users· Point-of-purchase in grocery stores proven to be effective with drink purchases

Threats· Very small and specific category/market of “carbonated juice beverages”· Poor economy - less to spend on expensive drinks· Money for groceries not always allocated for frivolous things· Direct competition with soda industry


13

About 81% of our responses came from females aged 18-24. This made us confident in our research and our choice of these specific demographics for IZZE’s target audience. The respondents were asked about their media habits in order to determine the most viable way to reach our target. 75.68% of those that responded stated they used an internet news website within the past week, 100.00% used social media, 71.62% watched television, 21.62% read magazines, 63.51% listened to radio, 22.97% read a paper newspaper, and no one stated they did not use any of the above media in the past week. Considering 100% used social media within the past seven days, the survey included a question regarding which platforms were used most often by our target audience. When questioned “which online platforms do you use regularly?” the results showed that 100.00% used Facebook, 52.70% used Twitter, 54.05% used Ins-tagram, 17.57% used Pinterest, 16.22% used Google+, 10.81% used Hulu, 45.95% used Pandora, and no one said that they don’t use any online platforms regularly. An “other” option was available and common written responses include Spotify, Netflix, and Tumblr. Because the soda category is the biggest competitor of IZZE’s carbonated juice drink category, our sur-vey questioned respondents on both categories. 58.11% of respondents said that they drink soda, while 41.89% said they did not. Of those that do drink soda, they were then asked how often. 8.89% said daily, 26.67% said a few times a week, 40.00% said a few times a month, and 24.44% said a few times a year. The respondents were then asked the same two questions in regards to carbonated juice/carbonated flavored water. The results revealed that this category is doing worse than the soda category. Only 33.78% said they drink carbonated juice or carbonated flavored water while 66.22% said they do not. Those that do consume these types of drinks responded to their usage rate. 7.14% said daily, 25.00% said a few times a week, 28.57% said a few times a month, and 39.29% said a few times a year. This reveals that not only do more people commonly drink soda as opposed to carbonated juice or water, but 18-34 year-olds also tend to drink carbonated juice or carbonated flavored water less frequently than soda. Lastly, the survey addressed respondent’s recognition of brands within the carbonated juice/carbonated flavored water category. 59.46% of participants have heard of San Pellegrino Sparkling Fruit Beverage, 28.38% have heard of Glaceau Fruitwater, 67.57% have heard of our client, IZZE, 4.05% have heard of Fruit 66, 62.16% have heard of Sparkling ICE, and 56.75% have heard of V8 Fusion Sparkling. 5.41% have stated that they have not heard of any of the above named brands. This last statistic is somewhat bad for the category as a whole if little to no recognition exists for the largest brands. However, it is promising that IZZE is the most recognized brand in the carbonated juice/water category. In addition to recognition, the survey also inquired about use of these brands by our target audience. The last question of the survey asked, “which of these brands have you tried at least once?” 27.03% of participants responded that they have tried San Pellegrino Sparkling Beverage, 9.46% have tried Glaceau Fruitwater, 33.78% have tried products in the IZZE line, 2.70% have tried Fruit 66, 39.19% have tried Sparkling ICE, and 13.51% have tried V8 Fusion Sparkling. Also, 37.84% stated that they have not tried any of these brands at least once. Sparkling ICE has the largest usage rate for women aged 18-34. It is also worth noting that more respondents have not tried any carbonated juice/carbonated flavored water than those who have tried IZZE.

Primary Research


14 Secondary Research

In terms of IZZE’s communication with its target market, they are making attempts to communicate with them, but they don’t have a very large social media following. Their social media platform with the most following is Facebook, which 260, 683 followers. After that comes Twitter, with 21,900 followers. From there, the numbers get worse, with only 643 Instagram subscribers and 23 subscribers to their YouTube channel. On their social media platforms, their main content includes recipes (normally involving alcohol), the promotion of chain restaurants such as Chipotle and Panda Express and re-posting fan’s submissions. Additionally, IZZE promotes a good deal of their partner-ships, such as the event they did with Brit & Co and the “Friendsay Night” promotion they did with YouTube vloggers Alie & Georgia. IZZE’s website includes a full listing of their products, recipes, links and feeds to their social media sites and the history of their brand. In addition to their efforts on social media, IZZE has had several events within the past few years. These events geographically range from Miami to New York City to Los Angeles. Their events also engage with several target markets. Events such as “Pamper Me Fabulous” Expo, LA Fall Fashion Market Week and Making Strides Against Breast Cancer target the female demographic, while their decision to feature IZZE at Coney Island’s annual Halloween fest targets both parents and children. However, with promotional events such as the Venice Art’s 19th Anniversary Gala and Art Basel, they were targeting a wide range of potential consumers. IZZE is located in stores on both a national and local scale. In terms of national locations, IZZE is available in Target, Walmart, Whole Foods, Costco, Sam’s Club and was available in Starbucks until the company began fading out Izze products. On a more local level, IZZE is available in Super American, Holiday, Food Lion, FarmFresh, Cost Plus, Kroger and even in specialty stores like Georgetown Cupcakes.


15Situational Analysis


Challenge

We found that there is a low-usage rate, only 41% of the people we are targeting drink these carbonated juice drinks. Another challenge is that our competitors not only have higher market share than us but they also provide healthier options to point out one aspect, they have a zero calorie feature. Our competitors also have better advertising and overall market-ing that has helped gain them brand awareness.

key ConsuMer insighT

This demographic we are going after is very socially involved to begin with. Also the users of IZZE and carbonated juice beverages already mix the drink with other beverages in the market. Even though IZZE is not the healthiest of the carbonated juice drinks it is still a healthier option compared to other beverages. If we can get the brand name out there to our target our campaign should resonate well with their interests.

16

Transit 5’s upcoming IZZE campaign will focus around the concept of “Mix Things Up.” This slogan has multiple meanings, from the actual mixing of alcohol and IZZE to create fun, new drinks for any event, to all the possibilities drinking IZZE could create for the consumer.

The Big Idea

Media Objectives and Strategies

17The Big Idea


18 Media Mix

digiTal

Food neTWorkSince consumers who visit the food network’s website are looking for the easy solutions for dinner and other meals, placing an Izze banner ad at the top of the site’s page will let viewers know that Izze is a fun alternative to regular drinks they could pair with their meals, or remind them about drinks after dinner.

PandoraAccording to SRDS, 25% of 18 to 24 year olds and 24% of 25 to 34 year olds use Pandora. Pandora is also the second most used app for 18 to 34 year olds, and they spend between 7-10% of all their smartphone usage time on app. Thus, Pandora is a great website to advertise Izze because our advertisements will be played multiple times an hour directly to our target audience. In addition, whenever a Izze advertisement plays, listeners will be able to click on the ad and go directly to izze.com where they can learn more about Izze’s products.

youTuBePeople love taking some time out of their busy days to sit back and laugh at a funny video, watch trailers for upcoming movies, and listen to the new catchy songs from the radio. Youtube provides the chance for brands to “takeover” its homepage – this would be a perfect chance for Izze to promote its products to target audi-ence members who visit the site during their down time or breaks.

BuzzFeedOne of the most popular websites in the last few years, Buzzfeed connects people of all ages through relatable articles. Typically those who visit buzzfeed.com are social, and tend to share articles with their friends. These types of people are likely to be busy, which is why Naked Juice is a good fit, and why Buzzfeed would be a plausible option for advertisements.

insTagraMOur target market frequently browses Instagram, which also recently surpassed Twitter in the number of followers. When we advertise on Instagram, users are likely to interact, hopefully commenting and posting their own pictures involving the hashtag, #mixthingsupwithIzze.

TWiTTer Creating trends is made easy when Twitter #promotes. By creating the hashtag movement, #mixthingsupwithIzze, Izze can reach and provide the opportunity for millions to interact.

FaCeBook Almost every member of our target market has a Facebook, which makes it easy to share and post stories that users can easily see. The benefit of this medium is its large reach at such a low cost.


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Magazine

allureAllue magazine features stories on women, fashion, and relationships. The magazine dives into the private side of t the famous famous women featured on the cover, who inform readers, and our target audience, on which fash-ions and styles to choose whether they are going to work, grabbing coffee, or getting ready for a date.

elleElle is a monthly women’s magazine that focuses on news-making coverage of beauty, fashion, health, and rela-tionships, as well as women’s issues, work, money, and more. This is the perfect platform to target the working women of our target market, who are still interested in beauty and fashion.

sTarThe weekly magazine specializes in human-interest stories. It features celebrity news, gossip, and current style trends. It typically has flashy celebrity gossip on the cover, which will attract those in our target market who like to keep up-to-date on those stories.

vaniTy FairVanity Fair is a well-respected magazine that covers many topics about pop culture, fashion, and current events; all topics that interest our target market. Transit5 can feature ads in Vanity Fair of high readership such as months during Vanity Fair’s collector’s edition and big style edition in order to gain as much exposure as possible.

vogueVogue is a well-respected magazine among mostly women who are interested in fashion, beauty and culture, such as our target market. Advertising here will give Izze a great deal of exposure.

Media Mix


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Tv e-Fringee! neWsE! network continues to be the network choice for pop-culture centric viewers. On this show, the “E! News” team creates a look at Hollywood happenings, along with all the latest celebrity news, trands and gossip. Our target market likes to know current trands, and this show will cover it and appeal to our audience.

Bad girls CluBThe Bad Girls Club provides its viewers with a “guilty pleasure” show, featuring young women having unreal-istic altercations. This show would appeal to our target market, giving them the opportunity to relax after their long days and watch an easy-to-follow show.

Tv PriMePreTTy liTTle liarsABC Family is a popular network for the younger portion of our target audience, women ages 18 to 25. Pretty Little Liars is one of the most consistently watched shows on ABC Family as well as one of the highest rated series. Transit5 believes that ads placed during this show will capture this portion of the target audience based on its popularity and later airing time.

houseWives oF nyCBravo is a well known network among women ages 18 to 34. The Real Housewives of New York City is one of the most popular locations of The Real Housewives franchise, bringing in millions of viewers in our target market age range. It serves as the guilty pleasure for young professionals, who want to relax their minds after a long day in the workforce and school.

keePing uP WiTh The kardashiansKeeping Up With the Kardashians is a top rated show during Sunday prime time for the 18-35 year old demo-graphic. Our target market frequently watches the E! network, so placing an ad here will give IZZE a great deal of exposure.

ProjeCT runWayProject Runway continues to attract viewers, especially those in our target market. It has been airing since 2004, and draws in females, showing them the latest trends as well as some drama.

Media Mix

21Media Objectives and Strategies

reaCh, FrequenCy, and grPsTransit 5 chose to have a higher reach and lower frequency for the campaign in the first year, because while IZZE is not a new brand, it is not well known. Our advertisements are also very simple. If the campaign is successful the first year, frequency could be raised in the second year. Considering the $18 million budget, this is the best choice for the campaign.

sCheduling and TiMingThe scheduling and timing approach that were taking is going to allow us to have coverage during the entire year of our campaign, focusing on heavy advertising during the summer. This pulsing strategy will start in the beginning of March. We believe introducing IZZE in the spring will build a strong awareness to have success-ful sales in the summer which is when we feel IZZE is mainly purchased. We will be placing ads in Elle, Cos-mo and OK Weekly because a majority of the readers are in our target. The magazine ads will start in March and end in September, with another month of advertising in December due to the holidays. Our ads will enter the TV medium in March appearing during Prime Time on Keeping Up with the Kardashians, these ads will run until the end of September. We will also place ads on E! News in the Early Fringe during the months of June through the end of September, again predicting IZZE to be the most popular in the summer. The last medium we are going to utilize will be Digital. We plan to run ads for the entire 12 month campaign period starting in March and continuing to the end of February of the next year.

Media BudgeTTransit 5 has a total budget of $18 million for the upcoming IZZE campaign.

geograPhyTransit 5 will conduct a national campaign to spread awareness of IZZE. If the campaign continues into a second year, we could look into a heavy-up in spot areas. The $18 million budget for the first year of the campaign will not permit a combination of both national and spot approaches with our reach, frequency, and GRP goals for IZZE.

Digital- $9,818,575 (55%)TV Prime- $4,156,620 (23%)TV Early Fringe- $2,476,560 (14%)Magazines-$1,440,140 (8%)

Total: $17,891,895


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23Sales Promotion

When examining our competitors we have seen one thing in common. They have opinion leaders guiding their marketing. Sparkling ICE has Kevin Durant; the MVP of the National Basketball Association and Fruitwater has the well-known Chritina Applegate. In order for us to get IZZE’s name out there we need someone to drive our brand. We selected Calvin Harris who is a renowned DJ among our target audience and he is up and coming just like IZZE is. Featuring him on our social media posts and some television commercials will help us create buzz about our product. We want to also utilize social media as part of our promotion of IZZE. We will initiate a hashtag campaign #itsamixer on our twitter and Facebook accounts. This will encourage our audience to take a picture of their group having fun with each in any environment. We will let our audience know about the prize for the best picture of their group ‘mixing it up’ having a good time. They will not have to feature IZZE in their photos although this would be a bonus. We will choose two groups and let people decide which is the best photo conveying the group is having fun. The picture with the most likes and retweets will determine our 1st and 2nd place prizes. The first place group will receive a week trip to Dayton Beach, FL where their flight and stay will be covered by IZZE; they will also receive a week’s supply of IZZE. The second place winner will get backstage VIP passes to a Calvin Harris concert. Anoth-er campaign that we will run on our social media accounts is the ‘create your own drink’ contest. This will encourage our audience to make their own drink and post a picture of it with its recipe on our twitter and Facebook pages using the hastag #mixitup. We will then choose the top three drink recipes and feature them on our website, crediting the creator. These campaigns will get our target audience involved and that is what we believe we will need in order to get IZZE off the ground.


24 References

25Appendices

March April May June July August September October November December January FebruaryNATIONALMagazines: Womens 30 30 30 50 50 50 50 20ElleCosmoOK Weekly

Network TV: E Fringe 50 50 50 50E! News

Network TV: Prime 30 30 30 50 50 50 50Keeping Up with the Kardashians

Digital 218 218 218 262 262 262 262 218 218 218 218 218

NATIONAL TOTALS 278 278 278 412 412 412 412 218 218 238 218 218

MonThly sPending and Media disTriBuTion

izze media plan -- transit5

Presentations & Public Speaking