1. Izze - Make an Impression
Kris Adams, Sarah Ahlbrecht, Katie Cummings, Emily Gullickson

2. Agenda Background Target Audience Review Marketing Objectives
Media Objectives
Media Strategies
Flowchart

3. Background SEGMENT & COMPETITION: PRICE POINT: Carbonated Juices
Carbonated Water
Ocean Spray
Welch's
Sparkling Ice
Varies
High-end
Sarah to present - i would delete the “distribution” as we already have that in buying behavior.
I’m assuming this is where we explain our research methods? (KA) Lays the Groundwork
(KC) Heavy Buyers, Light Buyers, Grid assignment we did….
Looks like she wants:
Use this slide to set the stage. Provide any details on Izze you feel are important. Consider:
Industry and/or segment Izze competes in
How the product is sold (distribution channels)
Price point
Etc.

4. Target Audience Light consumers 65% are white
Nearly even male/female split
19% are ages 25-34
26% have a household income of $75,000 - $149,999
Cite sources for data. Sarah to present
Present the pertinent facts about the target and their buying behavior
Use as many slides as needed
If non-users and users are very different from each other, you will need to break down this section of your presentation into two sub-sections, one for users and one for nonusers.
Cover:
Demographics
Life style information
Buying behavior
Usage occasions
Purchase motivations
Media habits
Source: 2014 Spring Reporter Gfk MRI

5. “Upgraded Alternative to soda or juice”
Purchase Motivations
“Upgraded Alternative to soda or juice”
“Advanced party person”
“Pinteresty”
“In-the-know”
“I’m better than soda now”
“Impress Others”
“Alcoholic Alternative”
Cite source that says focus group and customer journey (sarah to present)
Izze makes consumers feel sophisticated and appear to be ‘in-the-know.’
Izze is an upscale beverage, it serves to impress peers.
Consumers’ purchase motivation comes from the ego - the sense of self and self- importance.
Creates the perception that consumer is an “advanced party person.”
Izze has a high visual appeal:
Social Media-friendly
Source: Focus group verbatims

6. Buying Behavior Casual fast food restaurants High-end grocery stores
Retail
Sarah to present
Is this slide too text-heavy? I transferred the content to the talking points document if we want to bullet-point this one. Thoughts? (KA)
I think we should bullet them, personally, just so it fits in better with the rest of the slides. Anyone else have thoughts? (EG)
SA - Agreed. The original text is below:
Our target consumer is the young professional who wants to impress their peers and prove to others and themselves that they’re classy, unique, and sophisticated.
Consumers typically purchase Izze for social gatherings or for themselves in situations where they’ll be seen with the product.
Source: Focus group, customer journeys

7. Usage Occasions Holidays and Parties
New years eve, 4th of July, showers for babies or brides
“Special treat for guests”
“Treat myself”

8. Media Habits 40% are magazine readers Online Active Social Media Users
Researches for Retail Purchases
Magazine type: Editorial, news and entertainment, women, and newspaper distributed highest. (KA)
Deleted 80% are cable watchers (kc)

9. Objectives Influence light consumers to increase purchase frequency
Shorten purchase cycle
Need purchase frequency goal - define it in units not percentage. Can be more 4 packs in a shopping cart, same number of trips or can be same number of units in the shopping cart but more trips throughout the year. We are shortening the purchase cycle. We need to be in the market enough to shorten the cycle effectively.

10. Creative Platform
“Whether at a party, the office, or out with friends, make an impression with Izze. More interesting and delicious than standard soda, more sophisticated than a child’s juice box, and more exciting than water, Izze impresses those around you. In a sleek can or gleaming glass bottle, Izze is the beverage to take you beyond the ordinary.”
Creative platform = a message with the customers. (paragraph) from message in creative brief. “romance it”.

11. Planning Goals and Key Strategies
To increase Izze purchase by 10% in light consumers
Broad and targeted avenues to increase reach, impact, and recency
*She mentioned in class that many get goals and strategies wrong
Strategies include we are using tv and radio throughout the year to blah blah blah
Might want to do something on the package to come back - hang around neck, on container, under the cap

12. Media Objectives To reach 50 - 60% of light Izze buyers
Four season product purchase
Emphasised focus on spring and summer
Engage consumers and increase brand loyalty
According to the reading, Objectives outline where we want to go; strategies are how we get there, and tactics are the specific details. “Media Objective – Think about the big 4 we discussed in class: Reach, frequency, continuity, impact
Refer to the course reading: Chapter 15 (PDF on D2L)”

13. Media Strategies
Media strategies are based on qualitative and quantitative research into consumer base.
Social media
Paid online search
Magazine (print)
Billboards and Transit Shelters
On-Pack coupons

14. Campaign Themes Izze will up the social game
Sophisticated beverage option
Izze makes an impression on consumers and their peers
Campaign themes will center around the tagline of “Make an Impression”
Social gatherings, promoted social media posts around holidays and wedding season
Deliver on messaging platform
Bring the communications brief to life
Tap into consumer behavior
-compelling, engaging, persuasive

15. Facebook High user-base = 1.7 billion Optimal targeting ability
Integrates text, photos, and video seamlessly
Engage with current customer base through recipe contests, sharing Izze favorites, new flavor idea contests, etc.
Increase earned media
Built-in metrics
Use pros and cons from class presentations to validate our decision to use this medium
Smith, A. (2014, February 3). 6 New Facts about Facebook. Pew Research Center:
mith, K. (2016, March 7). Marketing: 96 Amazing Social Media Statistics and Facts for 2016.
Source: Pew Research Center & Brandwatch

16. +300 million daily active users
83% of users are ages 18-49
+300 million daily active users
Usage of Instagram has doubled since 2012
Source:
Source: Pew Research Center, Instagram

17. According to Millward-Brown
73% of users are ages 18-49
According to Millward-Brown
93% of Pinners use Pinterest to plan purchases
87% have made a purchase after seeing a product on Pinterest.
Source:
Source: Pew Research Center, Pinterest for Business

18. People has a 21% readership of Izze light consumers
40% of Izze consumers regularly read news, entertainment and women’s magazines
People has a 21% readership of Izze light consumers
Izze’s visual appeal will translate well to this medium
This was the highest individual magazine on the light buyers Excel that our demographic may read, however, generically women’s magazines had the highest percentage of readership. Anyone know what we do with that information? Also, do we put the budget/cost information later? I’m thinking yes, but wanted to start calculating the numbers; However, People doesn’t list their online ad fees. Maybe we can ask Diane about that tomorrow. (KA)
Source: Gfk MRI

19. Paid Search 88% of the U.S. uses the internet
Accounts for 70% of website visits
Highly measurable
Consumers use online searches throughout their purchasing process
Allows for targeted (branded) search and broad categorical reach
Source: Business 2 Community

20. Transit Shelters & Billboards
Broad reach and effective for increasing brand awareness
95% of the U.S. population works outside of the home
Average 20 hours/week in transit = high exposure
71% of people report that they look at billboards
Source: U.S. Census Bureau & Forbes

21. On Pack Coupon Motivates consumer to buy more
Encourages impulse product purchase
90% of customers like coupons; 60% seek them out
Source: Nielson

22. Current Consumer Flowchart