Get Fizzy with IZZE

IZZE BEVERAGE COMPANY

Presentation Agenda
vMarketing

and Media Objectives

vCompetitive Analysis
vTarget Audience
vMedia Mix
vMedia Strategy
vBudget Breakdown
vReach and Frequency

Marketing and Media Objective

Marketing

Media

Expand audience

Traditional and

National and spot

Nontraditional
Tailored to needs,
desires and interests
Lifestyle and popular
culture programming

distribution
Increase brand
awareness by 10%
Convenience
No refined sugar,
caffeine, or artificial
anything

Competitive Analysis: Media Expenditure (000)

4500
4000
3500
3000

San Pellegrino

2500

Odwalla

2000

Naked Juice

1500

La Croix

1000

IZZE

500
0
Spot TV

Magazines

Nat'l
Newspaper
Newspaper

75% sales in US and Canada

v Distinctive and constantly
changing
v Innovative and untraditional
v Markets brand name, not
product
v Novelty products
v

Competitive
Analysis:
Jones Soda
Company

v
v

Competitive
Analysis:
Oogave

v
v
v

Independently owned
Small funds and small
reputation
Rely on loyal customers
The underdog company
Budget is nonexistent

v
v
v

Competitive
Analysis:
Naked Juice

v
v
v
v

Owned by PepsiCo
$21.9 million annual revenue
Large advertising budget and
strong campaigns
Sustainability
No preservatives
Social media
Television and print ads

Competitive Analysis: Naked

Juice

Target Audience: Primary

Demographics

Index

Women

111

18-24

134

HHI: $50,000-$75,000

106

Caucasian

100

Single, no kids

125

Spot Markets

A Day in the
Life of Summer
v Lives in Los

Angeles

v Upper middle

class

v Employed at The

Marketing Arm

v Rides her bike

and uses public

transportation

v Yoga four times a

week

v Shops at Whole

Foods and
frequents
Starbucks

Media Strategy
Traditional

Nontraditional

Magazines

Shopping carts

Spot and cable TV

Checkout dividers

Radio

Social media

Internet

Media Mix: Magazines

Media Mix: TV and Radio

Media Mix: Internet

Media Mix: Nontraditional Media

One Year Pulsing Schedule

1 Year Total: $17,903,500

Reach and Frequency

Traditional

Reach: Goal/
Estimated

Avg Freq: Goal/

Estimated

March

80/61.2

4/2

April

80/63

4/2.1

May

90/76.7

5/2.9

June

90/76.1

5/2.8

July

90/72.7

5/2.4

August

90/73.3

5/2.5

September

80/64.9

4/2.2

October

80/63

4/2

November

70/39.2

3/1.5

December

70/65.8

3/2.1

January

70/65.8

3/2.1

February

70/42.3

3/1.7

Budget Breakdown: Traditional

12%

10%

Net Cable
17%

21%

40%

Total Spent: $12,503,500

Women's
Magazines
Internet Targeted
Sites
Spot TV
Spot Radio

Budget Breakdown: Nontraditional

22%

19%

59%

Total Spent: $5,400,000

Social Media
Shopping Carts
Checkout Dividers