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Executive Summary
After making market share gains in the orange juice segment in recent years, Simply
Orange hopes to now extend that success to its other primary juice flavors. These products have
not been heavily promoted like Simply Orange has, so the company plans to design a new
campaign based on the goal of creating awareness of its other flavors. The company also wants
to protect the recent market share gains made because of Simply Orange’s success. Juice
industry leaders include Tropicana (specifically Tropicana Pure Premium), Florida’s Natural, and
Minute Maid. Because Simply Orange and Minute Maid are both owned by Coca-Cola,
Tropicana and Florida’s Natural are the primary external competitors.
The new advertisements produced for this campaign will emphasize the quality and
freshness of each product, with the concept of each ad designed around the target audience of
businesswomen over 35. Magazine advertisements and television commercials will be the two
main mediums used as they have the best potential to reach the target audience. Simply Orange
plans to differentiate from its competitors with the creative concept of each ad as well as with the
unconventional use of sound in the print ads.
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Situation Analysis Company and Industry Information:
Launched in 2001 by Coca-Cola, Simply Orange is a company that makes juice and juice
drinks. It began with orange juice and has since launched Simply Apple, Simply Cranberry,
Simply Grapefruit, Simply Lemonade, and Simply Limeade. All products produced by the
company are marketed based on their simplicity, meaning none of the beverages have sweeteners
or preservatives. Simply Orange has been the most heavily marketed product and has done well
in the juice market. The product is now in the maturity stage, with the primary objective of
protecting gains in market share over the past few years. The other products are not as well-
known and thus are still in the growth stage. Simply Orange intends to focus a larger portion of
the advertising budget on these products so as to build brand recognition and increase market
share. Each of the products is premium-priced to fit with the image of a pure and natural
product.
The juice industry in the United States is currently dictated by a demand for healthy
products. In order to protect market shares, many companies have had to begin producing
products with no additives or low calories in order to meet consumer demand. The industry has
four leading competitors: Tropicana, Simply Orange, Florida’s Natural, and Minute Maid.
Tropicana, owned by Pepsi, is Simply Orange’s primary competitor. Tropicana produces
Tropicana Pure Premium, a product that is very similar to Simply Orange with its promise of
pure and natural juice with no additives. Tropicana Pure Premium is also sold in a bottle very
similar to that of Simply Orange, making it even harder for consumers to distinguish the two
products.
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In terms of orange juice alone, Tropicana Pure Premium held a 30.7% market share as of
April 2012 while Simply Orange took 18.5% of the market. Florida’s Natural and Minute Maid
followed closely behind with 11.8% and 8.9% market shares, respectively. While Tropicana still
holds the leading position, its market share was down 2.1% from last year, while Simply
Orange’s market share rose .7% (BNP Media, 2012).
Target Market Description:
Simply Orange’s primary target market is women ages 35-54 nationwide. No geographic
region is specified because Simply Orange products do not appeal specifically to any one certain
location. Women in this age group tend to be established in their careers and thus are prime
candidates to purchase a premium-priced product. This age group also tends to be concerned
with making healthy choices (Brockenbrough, 2012), especially with the recent organic trends in
the food industry, and all Simply Orange products are positioned as natural and pure.
The secondary target market is married couples with an annual income of at least
$50,000. Because Simply Orange is premium-priced, income must be a factor when considering
which market to target. Married couples tend to put more thought into deciding which brand to
purchase, especially couples with children. These couples may also be inclined to purchase
healthier choices, which are premium-priced, specifically where children are involved.
Advertising Objectives
Simply Orange’s objectives must be split into two categories: objectives for Simply
Orange and objectives for Simply Apple, Cranberry, Grapefruit, Limeade, and Lemonade.
Because Simply Orange has been the most heavily marketed product, it is in a different stage and
must have its own unique objectives. In terms of the advertising pyramid, consumers are aware
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of Simply Orange and comprehend its benefits, so the goal now is to emphasize the conviction
and desire stages. This will be done by continued promotion of the product’s purity and natural
ingredients. For the remaining products, gaining awareness is the main goal. Simply Orange
Juice Company hopes for consumers to be at the conviction, desire, and action stages of the
advertising pyramid by the end of the campaign. This will be done with an increase in
advertisements for each specific beverage.
For Simply Orange, the company’s goal is to see a continuation of its market share gains
made in recent years. It currently holds 18.5% of the market and by the end of this campaign the
company’s goal is for the product to take 20% of the market. For the remaining products,
Simply Orange’s goal is a 3% overall increase in market share. This seems feasible based on the
success of Simply Orange and the fact that the other products have not been a focus for the
company until now. The campaign is set to run for one year and will then be analyzed for its
effectiveness.
Creative Strategy Product Concept & Target Audience:
The advertisements included in this document will position the products based on
freshness and quality. Each of the advertisements emphasizes how drinking a Simply product is
like tasting produce fresh from an orchard. This also demonstrates the purity of the product. It is
difficult to differentiate between Simply Orange products and Tropicana pure premium products,
as they are very similar both in packaging and message. While Tropicana’s current commercials
also utilize an orchard, they always shows the product in the orchard and never anywhere else.
The new Simply Orange campaign will show products being used by consumers in everyday life,
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transported to an orchard only because of the product’s freshness. The goal is to demonstrate
that Simply Orange products never lose their fresh taste.
The target audience for this ad campaign is businesswomen over the age of 35. This is
just a more specific sector of the target market of women 35-54. The probable buying influences
for these women are nutrition and health, quality of taste, and convenience. They are busy with
work and potentially with a family, and need a juice brand that will fulfill the need for both taste
and nutrition. The ads for this campaign show women in various situations – driving to work, at
the office, having breakfast with family – utilizing a Simply product to improve the moment. A
second target audience will be families with an income of more than $50,000, as a family is
featured in one of the advertisements.
Media Objectives and Choices: While Simply Orange will try to maintain a good balance of reach and frequency, the
focus will be reach as the campaign’s goal is to increase awareness and comprehension of its
lesser advertised flavors. Reach will be achieved by advertising in high-profile TV shows and
magazines that have a high readership for our target audience. However, to also get as much
frequency as possible, only a select number of TV shows and magazines will be used.
The campaign will use a pulsing schedule, with different products emphasized at
different times. For example, Simple Cranberry Cocktail will be advertised more heavily during
the holiday months (fall-winter), while lemonade and limeade will take precedence in the hot
summer months. Because the goal of the campaign is increased awareness, it would not make
sense to select the more sporadic flighting schedule.
Two traditional mass media choices will be used in the campaign: magazine
advertisements and television commercials. These seemed to make the most sense in terms of
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best reaching the target audience and markets; both have a large number of options available,
making it relatively easy to select those that best fit our audience for the campaign.
Advertising Message Copy Elements:
The advertisements that will be seen by the target audience will use emotional appeals.
Simply Orange products are a high involvement product. This is due to the importance of the
product’s benefits. To maintain consistency, consumer service appeals will be in each ad.
In the advertisements, print ads and commercial ads, the copy will be the emotional
appeal. The copy will be: “Bringing Simply (type of juice) to your (location) is like bringing
your (location) to the orchard.” This text emphasizes the benefits of the product subtly. An
objective of the creative strategy was to maintain the image of the company’s products as being
pure and natural. The personality of the company and products are reflected in the slogan
“Honestly Simple.” Using this copy in the latest ads is consistent with the slogan.
The copy also specifically identifies with the primary and secondary target markets.
Depicted in the ads are women over the age of 35 or families with one or more children. They
are shown enjoying the product while in an orchard setting.
Art Elements:
Each print advertisement will feature a woman or a family enjoying a Simply Orange
juice product in various locations. When looking at the ad, viewers will follow the typical Z
motion as encouraged by the layout. The viewer will first look at the headline/body copy. After
reading the sentence, the viewer moves down to the visual and then to the Simply Orange logo.
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Finally, the eyes end on the company’s slogan. This was strategically placed, so the last element
viewers read is the phrase that epitomizes the company.
The elements above will also be reflected in the commercials. To start, a character will
reach for a Simply Orange product in a location like the home or office. After picking up the
product, the camera will zoom in on the bottle’s logo. When the camera zooms out again the
character(s) will be in an orchard. After the viewers are shown in the new scene, the narrator will
say, “Bringing Simply Grapefruit to your office is like bringing your office to the orchard.” The
final scene in the commercial will feature all of the flavors of Simply Orange Juice Company and
will give the website information and a Facebook logo. Each advertisement, for both television
and magazines, will be clean and simple in order to be consistent with the company’s image.
Production Elements:
The standout feature of the print ads will be the inclusion of a sound chip that plays
orchard sounds used on the company website. Each print ad will be a two-page spread that will
start playing these sounds when the consumer opens to the advertisement pages in the magazine.
This element will make these advertisements unique and will also tie them to the company’s
website, adding consistency to the IMC. The sounds will be subtle so viewers are not likely to
immediately turn the page because of the noise. It will make the ad memorable and help to
achieve the primary campaign goal of product awareness.
The magazine ads will be two page spreads and will allow the audience to feel as if they
have stepped into an orchard. It will use four colors because this increases the attention paid to
the ad. The layout will be picture window, but the visual will bleed off the sides of the pages.
Because of the special use of sound, the ad will have to be premade and sent to the magazines it
will be running in.
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All of the elements of the ads come together to create an image for the brand. To begin,
the typography is all integrated to be cohesive. The copy at the top of the ads is a simple sans
serif font, which is similar to the font of the “Honestly Simply” slogan. The second font used
reflects the font in the logo of Simply Orange products. Using this font in the copy for the
product name emphasizes it. It also allows viewers to connect the font to the logo, and therefore
to the brand. Using simple fonts throughout each advertisement will maintain consistency with
the slogan “Honestly Simple.”
In the magazine print ads, photography will be needed to create the ad and graphic
designers will be needed to combine and edit images to be used in the final ad. Aside from the
background orchard scenes and characters in the ads, the only other image will be a beauty shot
of the Simply Orange products. This will allow consumers to identify the products at the point of
purchase. Figures 1 and 2 are samples of potential print advertisements.
The last noteworthy aspect of the ad is the paper it will be printed on. Because the ad will
have sound included, the paper will have to be a thicker paper compared to traditional magazine
paper. Thicker paper will hold the sound element and will also make the ad stand out in
comparison to others in the magazine.
Simply Orange will also be producing television commercials. Sound effects in these
advertisements will include any sounds that will help create the atmosphere associated with the
depicted location. An example would be orchard sounds when depicting an orchard, cars and
horn sounds when depicting traffic, or sounds in a kitchen. The orchard sounds will be used in
each commercial and will be played until the ad ends (please refer to the attached storyboards for
the specific organization and layout). Meanwhile, other sound effects will be determined by the
setting in the commercial (ex. figure 3).
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Advertising Budget
The budget for this ad campaign is $40 million, to be spread out between magazine
advertisements, television commercials and product placement. American Idol and Dancing
with the Stars both have high viewership in general and in our target audience as well.
Viewership of American Idol has been shifting towards the 30-50 demographic, which
corresponds with Simply Orange’s target market (Brian, 2008). Dancing with the Stars had an
“average audience of 17.6 million viewers” during its season finale on November 28, and won
the night in the 18-49 age bracket (Bibel, 2012). Simply Orange would also purchase product
placements on Cooking Channel and Food Network, which relate to the magazines used for the
print advertisements. The Cooking Channel offers companies the chance to sponsor an episode
of “From the Kitchens of…” Simply Orange would pay half of the production costs and ads for
the show, and the show would demonstrate what Simply Orange products can be used for in the
kitchen. After watching these shows, viewers are 94% more likely to purchase the featured
products (Steinberg, 2011). The magazines were selected because of how well they reach the
target audience for Simply Orange, and because it makes sense to advertise a healthy beverage
choice in food and women’s health magazines. For example, Rachael Ray Magazine viewers
include over 2.5 million women between the ages of 35-54 (Rachael Ray Magazine, 2012).
Estimation of Media Costs
§ Dancing With The Stars (Cultra, 2012) o 30 second spot ($160,000) x 40 = $6,400,000
§ American Idol (non-results show) (Cultra, 2012) o 30 second spot ($340,825) x 20 = $6,816,500
§ Product Placement on Cooking Channel and Food Network o $2,000,000 o From the Kitchens of...Simply Orange (Pay half of production costs for the show
and for ads on the show)
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§ More Magazine Full Page Ad (Meredith Corporation, Rates) o ($160,470) x 12 = $1,925,640 (6 two-page side-by-side ads)
§ Every Day with Rachael Ray Magazine Full Page Ad (Rachael Ray Magazine, 2012) o ($150,000) x 12 = $1,800,000 (6 two-page side-by-side ads)
§ Women’s Health Magazine Full Page Ad (Women's Health, 2012) o ($177,605) x 10 = $1,776,050 (5 two-page side-by-side ads)
Estimation of Production Costs
§ $300,000 per unique 30 second TV spot created (3) = $900,000 (Sage Interactive, Inc, 2009)
§ Production cost of creating ad design + production cost of printing ad o More Magazine Circulation (Meredith Corporation, Circulation) (1,300,000) x 12
pages o Every Day with Rachael Ray Circulation (Rachael Ray Magazine, 2012)
(1,700,000) x 12 pages o Women’s Health Circulation (Women's Health, 2012) (1,500,000) x 10 pages o Overall Magazine Ad Production costs will be financed with the remaining
$18,100,000 IMC Support A final effort to create integrated communication would be to used public relations. In
terms of public relations, Simply Orange plans to revamp the company Facebook page, as it is
currently underutilized. The new advertisements from this campaign will be displayed on the
page, and the company will do a better job of responding to as many customer comments as
possible. The page is currently inconsistent with the company website, and would be
reorganized and designed to match it.
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Works Cited Bibel, S. (2012, November 28). ABC Wins Tuesday with "Dancing with the Stars Finale Scoring Season Highs. Retrieved November 30, 2012, from TV by the Numbers: http://tvbythenumbers.zap2it.com/2012/11/28/abc-wins-tuesday-with-dancing-with-the-stars-all-stars-finale-scoring-season-highs/159359/
BNP Media. (2012, July 18). 2012 State of the Industry: Juice & Juice Drinks. Retrieved November 20, 2012, from Beverage Industry: http://www.bevindustry.com/articles/85660-2012-state-of-the-industry--juice---juice-drinks
Brian, G. (2008, June 2). The Older Demographic of American Idol. Retrieved December 1, 2012, from Yahoo Voices: http://voices.yahoo.com/the-older-demographic-american-idol-proof-that-1493633.html?cat=2
Brockenbrough, M. (2012, September 5). Why We Love Food. Retrieved December 1, 2012, from Women's Health: http://www.womenshealthmag.com/nutrition/relationship-with-food
Cultra, S. (2012, October 2012). The Cost of 30 Second TV Commercial on Primtime TV Fall 2012. Retrieved November 30, 2012, from Domain Shane: http://domainshane.com/the-cost-of-30-second-tv-commercial-on-primetime-tv-fall-2012-and-you-only-want-to-pay-what-for-the-domain/
Meredith Corporation. (2011). 2012 Rates. Retrieved November 20, 2012, from MORE Magazine: http://www.meredith.com/mediakit/more/2012/rates.html
Meredith Corporation. (2011). Circulation. Retrieved November 21, 2012, from MORE Magazine: http://www.meredith.com/mediakit/more/2012/circulation.html
Rachael Ray Magazine. (2012). Media Kit. (L. Purcell, Ed.) Retrieved November 20, 2012, from Rachael Ray Magazine: http://www.rachaelraymag.com/rrmag/files/legal/EDWRR_MEDIA_KIT.pdf
Sage Interactive, Inc. (2009). Resource Guide Home. Retrieved November 17, 2012, from All Advertising Agencies: http://www.alladvertisingagencies.com/resources/television-advertising.html
Steinberg, B. (2011, November 14). Scripps Alters Its Usual Recipe for Food Shows. Retrieved November 30, 2012, from Ad Age: http://adage.com/article/media/cooking-channel-alters-recipe-produce-placement/230975/
Women's Health. (2012). Advertising Rates 2012. (R. Inc., Editor) Retrieved November 20, 2012, from Women's Health Magazine: http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-2012-Rates.pdf