Transcript SoBe Media Plan - Amazon Web Services

SoBe Lifewater Media
Plan
Brandi Jones
Jessica Lewis
Jennifer Hinton
Situational Analysis
Product Evaluation:
SoBe is a line of soft drinks acquired by Pepsi Co.
in2000. Media planning will focus on Life Water. SoBe
Lifewater is made all natural herbs and anti-oxidants,
which make the product very unique. All SoBe
products are made with natural sweeteners.
Situational Analysis
Target Market:
Demographics:
Age: 18-24 with a secondary target of 25-34
Sex: Primarily Female
Income: $75,000-$149,999
Race: Primarily white with a secondary target of Blacks
Marital Status: Unmarried or Engaged
Psychographics:
The target market is young people who are energetic and thrive to be healthy. These people
enjoy exercising, athletics, are always on the go and they thrive to be healthy.
Situational Analysis
Sales History:
 2008: Pepsi Co. had revenue of $43.3 billion, up 10 percent
from 2007. The launch of SoBe Life water and Gatorade G2
caused Pepsi’s carbonated beverage revenue to go down 16
percent, but helped revitalize the new Pepsi Co. North
American Beverage Portfolio. The revenue went down for
carbonated beverages because Americans are more aware of
the “health” crisis and want to drink things that are more
healthy and taste good.
 2007: Pepsi Co. had revenue of $39 billion. As of September
2007,Pepsi owned 44 percent of the enhanced water market,
while Coke came in second with 31 percent.
Situational Analysis
Product Evaluation:
The Pepsi Bottling Group is the main distributor of
Pepsi products. They distribute in the U.S. as well as
Canada, Greece, Mexico, Spain and Turkey,
accounting for more than one half of the Pepsi-cola
beverages sold in North America, and about 40
percent worldwide. The Pepsi Bottling Group
distributes all SoBe products to certain food chains.
Situational Analysis
SWOT Analysis:
Strengths: SoBe Lifewater has a variety of flavors (12), and they use
unique mixes and all natural sweeteners and herbs. Also, the water has a
unique design on the bottle that features lizard skin.
Weaknesses: There is limited availability of this product in some areas. It
is not yet available in drink machines or small convenient stores. Pepsi
pushes the bigger, more successful products harder.
Opportunities: The product is still relatively new, so there is definitely
room for the product to grow. It has a neutral reputation within it’s
market.
Threats: There are already a lot of flavored waters on the market. Its
competition has already broken into the market faster and has already
positioned itself.
Situational Analysis
Competitive Analysis:
SoBe Life water’s main competition is Coke’s Glaceau
Vitamin water. It owns the market. Another Pepsi
product, Gatorade G2, is second. Life water is third.
Vitamin water is a big competitor for SoBe and for
Pepsi because it is a Coke product, but Gatorade G2
just competes with SoBe Lifewater because Pepsi
owns it.
Marketing Goal
The marketing goal for SoBe is to
increase sales of Lifewater in
2009 by 3 percent.
Situational Analysis
Advertising History:
In 2003, SoBe sponsored the U.S. Open snowboarding championship. It
was team Lizard. It did a campaign called Lizard Green. This sponsorship
was the road to launching the Product in 2000. The campaign featured Ray
Lewis, Justin Tuck and Matt Light.
SoBe did the 3D Lizard Lake commercial for the Super Bowl. It was the first
video to debut in High Definition on YouTube.
The 2008 Super Bowl featured Naomi Campbell doing thriller with the
Lizards.
SoBe does not heavy up on print advertising, as television appears to be
the medium most of ten used with this product.
Media Objectives
Target Audience: The target audience for SoBe is women 18-24
years old. These women are health oriented , love working out and
being outside.
Geographic Coverage: Media Planning will strive for National
coverage. National coverage is essential to support nationwide
distribution of SoBe Lifewater.
Seasonality: Media planning will promote SoBe Lifewater yearround. Media Planning will heavy up on advertising June through
September. The 4-week peak period will be in October.
Reach/Frequency: Media planning will maintain a minimum target
audience reach of 80 percent and a frequency of 7. During the
summer months of June through September, media planning will
increase frequency to 9.
Media Objectives
Creative Implications: There are no creative implications
for SoBe Lifewater.
Promotional Support: SoBe Lifewater is supporting
Breast Cancer during October, which is Breast Cancer
Awareness Month. SoBe will donate 20 percent of all
profit from Strawberry Kiwi Lifewater sold during the
month of October.
Budget: The budget for SoBe Lifewater is 26 million.
Media Strategies
Television:
Target Audience: Media planning will reach the target audience through Daytime TV. Will be
effective because many women from the target will be at home with their children during the
day.
Geographic Coverage: We will promote SoBe Lifewater nationally on TV. Media planning much
support SoBe’s national distribution.
Pattern of Scheduling: Media planning will advertise from July through the end of October on
Television. Media planning will advertise in the summer months on TV because that is SoBe’s
most popular buying season. Media planning will heavy up on TV during the month
ofOctober in conjunction with our promotional support to help in the fight with Breast
Cancer.
Reach/Frequency: Media planning will use television to maintain the reach and increase the
frequency from 7 to 9. It is important to have a high frequency for this medium and to
maintain the reach.
Creative Implications: There are no creative implications. SoBe Lifewater is a product that can be
promoted on all media.
Promotion Support: Media planning will heavy up on television during October to increase the
message about its promotion against the fight of Breast Cancer. Media planning will use this
medium because it has a high rating among the target audience.
Budget: Media planning will use $11,696, 400 on television advertising.
Media Strategies
Magazine:
Target Audience: Media planning will reach the target audience through consumer
magazines such as Self and Shape. The target audience subscribes to these
magazines.
Geographic Coverage: Media planning will use magazines to promote the product
nationally. Media planning must suppot SoBe Lifewater’s national distribution.
Pattern of Scheduling: Media planning will maintain continuous advertising through
magazines. It is crucial to have continuous advertising in magaziines throughout
the year to remind the target audience of SoBe Lifewater.
Reach/Frequency: Since magazines have a low reach but are very targeted, Media
planning will maintain the current frequency by using reminder advertising.
Creative Implications: There are no creative implications. SoBe Lifewater can be
promoted on all media.
Promotion Support: Media planning will not use magazines as a primary medium for
promotional support for SoBe Lifewater. Magazine is the reminder advertising and will
only use a back cover as extra support for promotional advertising.
Budget: Media planning will use $4,295,604 on Magazine advertising.
Media Strategies
Radio:
Target Audience: Media planning will reach the target audience through Morning Drive and
Evening Drive radio. These are the peak drive times for the target audience and the times
they are most likely to be listening to the radio.
Geographic Coverage: Media planning will advertise nationally on radio. Media planning must
support SoBe Lifewater’s national distribution.
Pattern of Scheduling: Media planning will have continuous advertising on the radio, with the
exception of a few weeks out of the year.
Reach/Frequency: Media planning will use radio to keep a steady reach by advertising at two
periods during the day instead of one.
Creative Implications: There will be visual limits to radio. Media planning must be able to
maintain effective advertising will just sound. SoBe can be promoted effectively on all media.
Promotion Support: There will be reminder ads on radio to remind women what SoBe is doing in
the fight against Breast Cancer in October. This is an effective way to let women know what is
going on.
Budget: Media planning will use $5,600,00 on radio advertising.
Media Strategies
Internet:
Target Audience: Media planning will use Internet during its peak months. This will provide more
awareness and help increase sales during peak months.
Geographic Coverage: Media planning will promote nationally on the Internet.
Pattern of Scheduling: Media planning will advertise on Internet from May through October,
buying impressions on www.shape.com,www.self.com and www.facebook.com. These are
Web sites the target audience will most likely visit.
Reach/Frequency: Media planning will use Internet as its main medium for a higher reach than
frequency. By buying a large number of gross impressions, many women will be exposed to
the message. Also, it will help will frequency because the same women that read these
magazines will be visiting the Web sites of Self and Shape.
Creative Implications: There are no creative implications. SoBe Lifewater can be promoted on all
media.
Promotion Support: Media planning will not do anything specific to promote Breast Cancer
awareness on the Internet, except use its regular monthly advertising.
Budget: Media planning will spend $4,012,800 on Internet advertising.
Media Tactics
Television:
Media planning will buy 30 second spots on Daytime Network
television using 400 GRP’s per 4 week period during the summer
months of July, August and September and using 600 GRP’s during
October to promote its fight against Breast Cancer. Suggested
vehicles will include ABC, NBC and CBS. $11,696,400 will be spent.
Magazine:
Media planning will buy 12 four color full page ads in both Self and
Shape magazines. During the months of July, August, September
and October, media planning will buy 4 four color back cover ads in
self magazine to help with frequency during the summer months.
$4,295,604 will be spent.
Media tactics
Radio:
Media planning will buy National media on Radio. The ads will be
30 second spots. The different advertising periods will be Jan. 12April 5, April 13-July 5, July 13- Dec. 25. Media planning will use
breaks in between to keep from doing extra GRP calculations.
Suggeted stations will include Top 40 or Contemporary stations.
Media planning will spend $5,600,000 on radio.
Internet:
Media planning will buy banner ads on www.shape.com and
www.self.com and will buy square right column page ads on
www.facebook.com. Media planning will advertise in a six month
period from May-October. Media planning will spend $4,012,800 on
Internet.
Plan Performance
Magazine
TV
Magazine&TV
GRP=112
GRP=600
GRP=712
R=67
R=70
Reach=85
F=1.7
F=8.6
F=8.4
Radio
Morn.
GRP=200 R=46 F=4.3
Even.
GRP=200 R=46 F=4.3
Radio, Magazine, and TV combined
GRP=1112
R=93
F=12
Internet
R= 89
F=3
GRP=267
All combined
GRP=1379
R=92
F=15
Summary
Media planning achieved its goal of increasing
sales of SoBe Lifewater by 3 percent by
effectively advertising nationally to athletic
women ages 18-24.