arizona brand audit final.compressed

Arizona Brand Audit - Spring 2016Michael Blouin Ryan Hamilton Kaitlin Lee Cherry (Qianyu) Xiao

Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity

BRAND POSITIONING

Define competitive frame of reference

Nature of Competition:- Class: Beverage

- Category: Tea

- Type: Iced

- Complements: Alcohol

- Substitutes: Lipton, Snapple, Starbucks

[ Arizona’s target market comprises of 18 to 30-year-old males and females are maintain a youthful, fun and dynamic lifestyles regardless of what stage in their lives they are in. Such individuals are avid iced tea drinkers who appreciate refreshing drinks at an affordable cost. ]

Target market:- 18 to 30-year-old males and females- Iced tea drinkers- Youthful, social, dynamic

1


BRAND POSITIONING

Define desired brand knowledge structures

Points-of-Parity: Establish Category Membership

Attribute: Cold Benefit: Refreshing

Attribute: Variety of flavorsBenefit: More choices

Attribute: Variety of sizesBenefit: More choices & occasion usages

Attribute: Non-carbonatedBenefit: Calming

Attribute: Tea leavesBenefit: Health benefits

Attribute: Sugar Benefit: Unhealthy

Attribute: Portable packagingBenefit: Convenience

Attribute: Bright colorsBenefit: Eye-catching

Attribute: Sun logoBenefit: Happiness, energizing

PERFORMANCE BASED IMAGE BASED

2


BRAND POSITIONING

Define desired brand knowledge structures

Points-of-Difference: Unique Attributes/Benefits not found with competitive brands

Attribute: 99¢ “Big Can”

Benefit: Affordable, thrifty

Attribute: Ginseng

Benefit: Natural, energizing

Attribute: Pop-top

Benefit: Easy access, convenient

PERFORMANCE BASED IMAGE BASED

Attribute: Aluminum PackagingBenefit: Recognizable

Attribute: Colorful designBenefit: Trendy, inspiring, creative

Attribute: Signature “Big Can” Benefit: Recognizable. Iconic

Attribute: Used as alcohol chaserBenefit: Social approval, multiple occasion usage

3


BRAND POSITIONING

Perceptual Map: Trendiness vs Alcohol Usage

ALCOHOL USAGE (HIGH)

LOW

LOW TRENDINESS (HIGH)

*Ratings taken from survey

(3, 3)Snapple (2.80, 2.37)

Arizona (3.11, 3.20)

Lipton (2.24, 2.15)

4


BRAND POSITIONING

Position Statement

“Arizona Tea is the only trendy iced tea that provides natural ingredients in the widest variety of flavors to meet the socially dynamics lifestyle of youthful adults.”

5


BRAND MANTRA

Positive Mental Map

99 centsAffordable

Refreshing

SatisfyingTrendy

Colorful

Inspiring

Creative

Innovative

AlcoholChase

Youthful

“Big Can”

EnergizingArizona

6


BRAND MANTRA

Negative Mental Map

Unhealthy

Arizona

Sugary

Calories

Unnatural

Low-quality

Habitual

Core Brand Values- Trendy -- Youthful - - Creative

- Affordable -- Refreshing -- 7


BRAND MANTRA

Brand Mantra

BRAND FUNCTIONDESCRIPTIVE MODIFIEREMOTIONAL MODIFIER

Inspiring Socially Dynamic Refreshment

~ 46% of survey participants strongly agree, agree or somewhat agree Arizona makes them feel inspired

~ 64% of survey participants strongly agree, agree or somewhat agree Arizona makes them feel creative

8


PRODUCT

Products: Iced-tea Drinks

Variety of Product Sizes9 Iced-tea Lines

Arnold PalmerGood BrewHalf & HalfAZ EnergyNatural EnergyGreenBlack

Natural EnergyGreenBlackWhiteOak-BrewedWhite

PERFORMANCE

Sodas cans“Big Cans” Plastic bottlesPlastic JugsGlass bottles

- Provides large variety of flavors to choose from- Relevant: Consumed in multiple occasions

~ 83% of survey participants strongly agree that Arizona Tea provides a large variety of flavors

VALUE

9


- Commitment to innovation and hard-working people

- Takes pride in reaching millions of different demographics and bring-ing happiness to them

- Consistently hip and relevant from establishment in 1992 to 2016- Family-owned business, intimate relationship with consumers

IMAGE

- Empathy: Community-oriented, connects with consumers through inspiring blogs and social media

~ 28% of survey participants have engaged with Arizona tea through social media or digital advertisements

VALUE

PRODUCT

Products: Iced-tea Drinks

10


Price Skimming Premium

Market

PenetrationPricing Strategy: Economy

Packaging Size Pricing Method Consumer Perception Value

99¢ “Big Can” EDLP Low

Plastic Bottles/Jugs Value Pricing Meets

Glass Bottles Premium Pricing Exceeds

Pricing Methods

PRICE

11


PLACEMENT

Direct Channel Arizona website (Www.DrinkArizona.com)

Indirect Channels

Retailers: grocery stores, gas stations, convenience stores, restaurantsWholesalers: Costco, Sam’s Club, etc.

Convenience Store Grocery Store Gas Stations

QSR Specialty Store Discount Retailer

80

70

60

50

40

30

20

10

0

Very Likely & Somewhat Likely: Purchase Locations Percentages

Arizona Lipton Snapple

12


PROMOTION PUSH STRATEGY

PULL STRATEGY

Merchandising: - Displayed on many number of shelves in each channel’s aisle- Placed in multiple locations in store

Ex: “Big Cans” are in the refrigerated section while jugs are placed in the beverage aisle

Stocking support, slotting allowances

Advertising:- Digital- Email newsletter

Word-of-Mouth

Event marketing:- Sponsored & promoted at Transworld SKATEboarding

Social media:

- Consistent Handle: @DrinkArizona- Twitter, Facebook, Pinterest,Tumblr, Instagram & Youtube accounts

** Arizona has significantly stronger user engagement across Social media platforms than competitors

Social Media

Arizona Website

Word-of-Mouth

Saw Products/ads in store

Print Advertising

Digital Advertising

18%

2%

34%

63%

11%

11%

Outlet of Promotion Where Consumers First Heard of Arizona

13


IMC

PROMOTIONALEFFORT

EQUITY CREATEDARIZONA EXAMPLE

Social Media Resonance: Community and Engagement & Feelings: Excitement, Fun

- #Drinkfie & #DrinkFree photo contest: Campaign to engage audience and allow them to share how they feel after drinking Arizona

Merchandise - Clothing, accessories (ie. sunglasses, phone cases, hats, bags, shoes etc), skateboards, blankets, pillows

Blog/New Website Judgment: Credibility, Expertise, Superiority

- Publish how-to articles, recipes, and behind-the-scenes to publicize and promote new initiatives

Sponsorship - Sponsored Transworld SKATEboarding event & Alzheimer’s Association’s “Hilarity for Charity”

Resonance: Community & Attitudinal Attachment

Performance: Empathy &Imagery: User Profile

14


OFFENSIVE ELEMENTS

AriZona+ Sun LogoMemorability: % of survey participants correctly matched Arizona to its logo

Meaningfulness: Persuasive - Vibrance encourages social-ability & mobility

Likeability: Colorful logo is visually appealing

ELEMENT AND CRITERIA APPLIED RATING EQUITY

8/10

Salience: Increases Depth &Breadth of brand awareness

Signature “Big Can”Memorability: 96% of survey participants correctly identified the unlabeled “Big Can” silhouette

Meaningfulness: - Specific info about Attribute/Benefit: All flavors offered available in “Big Can” packagingPersuasive: Vibrance encourages social-ability & mobility

Likeability: Silhouette is physically simple and sleek but vibrant in design

9/10

Performance: Style & Design & Product Reliability

Social Media Handle: @DrinkAriZonaMemorability: Blunt account name, does not showcase same creativity as packaging design

Meaningfulness: - Persuasive: encourages audience engage with and consume products

Likeability: Inviting, triggers action to consume drink

7/10Resonance:Engagement& Community

15


DEFENSIVE ELEMENTS

AriZona+ Sun Logo:Transferability: Prints well on different drink packaging, merchandising and accessories Adaptability: Maintains retro personality while swiftly adapting to changing modern tastesProtectability: Logo is registered trademark

ELEMENT AND CRITERIA APPLIED RATING EQUITY

8/10 Performance: Style & Design

Signature “Big Can”Transferability: All designs of different product lines print well on “Big Can” packaging format Adaptability: Design varies based on flavors and secondary associations; high flexibilityProtectability: Not registered but iconic to the brand and recognizable to consumers

8.5/10

Salience: Increases Depth - recognition and recall

Social Media Handle: @DrinkAriZonaTransferability: website has six different language optionsAdaptability: Handle consistent along digital channels (ie. Twitter: @DrinkArizona | URL: www.DrinkArizona.com) Protectability: Handles consistent enough to create strong, recognizable presence despite not registered

7/10Resonance:Engagement& Community

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SECONDARY ASSOCIATIONSASSOCIATIONPATH

ASSOCIATIONTYPE

ARIZONA EXAMPLE

Place Origin - Brooklyn, NY - United States

People Person - Arnold Palmer- Jack Nicklaus: Golden Bear- Joe Dimaggio: Joltin’ Joe Espresso- Shaq: Soda Shaq, Shaq Fu

People Endorser - Shaq: event representative- Yung Lean: artist representative

Things Sponsorship - Transworld SKATEboarding

Things Third Party Endorsers

- Alzheimer’s Association’s “Hilarity for Charity”

Other Brands Company - Skinnygirl: Skinnygirl Sparklers

17


SALIENCE

Usage Occasion Percentages80

70

60

50

40

30

20

10

0Arizona Lipton Snapple

Parties/Gatherings Study/Work Road Trips To complement a mealDrinking Alcohol

Depth - Brand recognition and recall, category membership

- Signature 99¢ “Big Can” = recognition

~ 96% of survey participants correctly identified the unlabeled “Big Can” silhouette

- Logo = recognition ~ 95% of survey participants correctly matched Arizona to its logoBreadth - Needs satisfied & purchase/usage consideration

- #NationalTequilaDay = alcohol usage & purchase consideration increase for Skinnygirl Sparklers

18


PERFORMANCEProductReliability

Attribute: - Always packaged in large quantities and cold

Benefit: - Consistently provides refreshment andsatisfaction each time and per different purchase

Evidence: ~ 71% survey participants said they strongly orsomewhat agree that they trust Arizona as a brand ~ 68% survey participants said they are a great deal, a lot, or a moderate amount satisfied after drinking Arizona

Style & Design

Attributes: - “Big Can,” colorful, bright, vibrant

Benefit: - Brings happiness, excitement, eye-catchingenough to be highly recognizable

Evidence: ~ 64% of survey participants strongly agree, agreeor somewhat agree that the design of the Arizonacan made them feel creative

Price Attributes: - Signature 99¢ “Big Can”

Benefits:- Affordable, cheap

Evidence: ~ 56% of survey participants claim they feel boththrifty and savvy when purchasing a 99¢ “Big Can” 19


IMAGERYUser Profile

Attribute: - Young, trendy, socially dynamic

Benefit: - Youthful profile allows for continuous relevanceover the years

- Socially dynamic customers who are very activein different activities allow for increase purchaseoccasions

Evidence: ~ With 40% and 38% approval ratings, survey participants, respectively, ranked Cara Delevingne & Ed Sheeran as the top two celebrities who best embody the Arizona brand. Such rationale can be supported by the fact that both are young exuberant, trendy, popular and have strong social media presences.

Attribute: - Available in convenience stores & gas stations

Benefit: - Widely available and easily accessible

Evidence: ~ 41% of survey participants claim they are extremelyor somewhat likely to purchase Arizona for road trips

Actual Purchase & Usage

History, Heritage, & Experience

Attribute: - Consistent “est. in 1992” stamp complements design- Never-changing 99¢ prices

Benefit: - Feel nostalgia and associate Arizona with memories 20


JUDGMENT

Quality: - Labeled “100% Natural Ingredients,” “No Artificial Flavors,”

“No Artificial Colors,” & “No Preservatives” labels on “Big Can”

Credibility: -Family owned and operated

Consideration: ~ Survey participants ranked Arizona first overall as

their #1 pick of out Snapple and Lipton Arizona: 35 1st choice, 16 2nd choice, 5 last choice,

Snapple 14 1st choice , 32 2nd choice, 10 last choiceLipton 7 1st choice, 8 2nd choice, 41 last choice)

Superiority: - Labeled “America’s No. 1 Tea and Juice Drink Brand”

Strongly Agree & Agree Percentages: Arizona Credibility

706050403020100

Expert in Field Trust in BrandSuperior to other iced tea brands

Arizona Lipton Snapple 21


FEELINGS

Warmth, Fun, Excitement- Packaging Colors- LogoInspired~ 46% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel inspired Creative~ 64% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel creative Trendy~ 73% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel trendy

Social Approval: ~ 43% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel socially respected

Strongly Agree & Agree Percentages: How Drinking Arizona Makes Them Feel

50

40

30

20

10

0Arizona Lipton Snapple

Trend Social Thrifty Regretful Unhealthy

22


RESONANCE

BehavioralLoyalty

~ 64% of survey participants claim they would wait to have Arizona in hour over taking Lipton immediately

~ 41% of survey participants claim they would wait to have Arizona in hour over taking Snapple immediately

Attitudinal Attachment

~ 80% of survey participants claim they would miss or maybe miss Arizona if it disappeared tomorrow

- Merchandise: wearing Arizona apparel creates personal attachment to the brand

Community

- Blog: Allows audience to come together and read each other’s stories about Arizona

- Merchandise: seeing others also wear Arizona apparel creates as a sense of belonging

- Customers & audiences come together to serve Alzheimer’s Association’s “Hilarity for Charity”

ActiveEngagement

- Participated in promotion and contests at Transworld SKATEboarding- Social Media:

~ Average 39 Retweets & 92 Likes per Tweet(compared to 6 & 25 for Snapple and 3 & 7 for

Lipton)

~ Average 3.1K Likes & 95 Comments per Instagrampost (compared to 313 & 19 for Snapple and 355 & 13for Lipton)

**Average each brand’s last 5 social media posts 23


Overall EquityEVALUATION RECOMMENDATION

Arizona’s positioning its unique compared to competitors, which it is trendiest and has the most flavors. Arizona is able to effectively promote unique attributes/benefits at competitive price. However, the brand lacks more traditional advertising and promotion (almost all of their marketing appears to be through social media)

Arizona’s strongest elements are its signature and iconic 99¢ “Big Can,” as well as its recognizable, colorful, vibrant packaging.

Arizona has many great partnerships, does not adequately promote such affiliations and does not have its fullest potential awareness of its products.

Arizona has strong qualitative equity in imagery, feelings and resonance. However, the brand can improve on performance of purchase/usage consideration, product taste and customer satisfaction

5 Ps: 7/10

Brand Elements: 8/10

Secondary Sources: 7/10

BRP: 7.5/10

Overall:

~74%

Arizona should maintain its price and product strategies but expand in placement such increasing stocking in discount retailers and expand in promotion through more traditional advertising (TV, billboards, street, buzz marketing,etc.)

Arizona can improve its slogan, “Who’s Thirsty?” to be just as catchy has its packing design.

Arizona should spend more time away from its main products, such as Arnold Palmer, iced tea and jasmine green tea, in order to better promote its products with secondary sources.

Arizona should be more interactive with customers outside of social media. The brand can improve its performance by creating a space/opportunity for potential and current customers to physically engage with products in-person.

24

APPENDIX: RESEARCH OVERVIEW1.) Interview: - 10 questions

- 12 responses (3 per team member)

- All responses were USC students

- Used results to build survey

2.) Survey - Begins with general questions about purchase and usage behavior for iced tea products

- Branches into three brands with all the same questions for Arizona, Lipton and Snapple

- Received 60 submitted survey results subtracting 4 bounced invalid responses, for a total of 56 completed survey results

- Majority of survey participants (53/56) were college-aged students from 18-25 years old. Outliers include 1 “below 17” and 2 “Over 50”

3.) Found secondary brand information on Www.DrinkArizona.com as well as on Arizona’s and its competitors’ social media pages

4.) Audit

- Used survey results to build graphs and visuals to support brand audit claims

3/9/2016 Qualtrics Survey Software

https://login.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview 1/21

General part 1

Thank you for taking time out of your busy schedule to take this survey!

The purpose of this survey is to understand preferences, shopping behavior, andexperiences when consuming iced tea beverages. Upon completion of this survey,

you will be entered into a raffle to win a $25 Chipotle gift card.

This survey has two parts and will take approximately 10-15 minutes.

Firstly, we want to assess your needs and purchase habits toward iced tea ingeneral.

Secondly, we will ask you questions regarding three different iced tea brands.

Please indicate your age:

Do you have any previous professional marketing experience?

Which of the following brands are you currently aware of? (please select all that

Below 18

18-25 years old

26-35 years old

36-45 years old

50+ years old

Yes

No



apply)

Which of the following brands have you consumed before? (please select all that

apply)

Please rank the following brands by purchase preference:

Arizona

Lipton

Snapple

Gold Peak

Starbucks

Nestea

Honest Tea

Others

Arizona

Lipton

Snapple

Gold Peak

Starbucks

Nestea

Honest Tea

Others

Items First ChoiceArizona

Snapple

Lipton



How often do you purchase iced tea (black, green, Arnold Palmers, etc.)?

How likely are you to purchase iced tea for the following occasions?

Second Choice

Last Choice

More than twice a week

Once a week

Couple of times a month

Once a month

Once every 2-3 months

Once every 3+ months

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely

Parties / Gatherings

Study / Work

Roadtrips



Please match the following logos with their corresponding brand names:

Please match the following slogans with their corresponding brand names:

Roadtrips

To compliment a

meal

Drinking alcohol

Items Lipton

Arizona

Snapple

Items Lipton



Please match the following bottle/can silhouettes with their corresponding brand

names:

Arizona

Snapple

Who's Thirsty?

Made from the Best Stuff

On Earth

Be More Tea

Items Lipton



Please imagine the types of people who would drink Lipton, Arizona, and Snapple

iced teas. Match each personality below with the brand they best represent.

Arizona

Snapple

Items Lipton

Arizona



Lipton

Where did you first hear about Lipton? (select all that apply)

What is the maximum price you would pay for a 16.8 fl oz bottle of Lipton iced

tea?

Snapple

Social media

Lipton website

Word of Mouth

Saw product or advertising in-store

Print advertising

Digital advertising

Other



How likely are you to purchase Lipton iced tea at the following locations?

How likely are you to purchase Lipton iced tea for the following occasions?

Less than $1

Between $1 - $2

Between $2 - $3

More than $3

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely

Convenience stores

(examples: CVS)

Grocery stores

(examples: Ralphs)

Gas stations

Fast food

restaurants

(example:

McDonald's)

Specialty stores

(example: Starbucks)

Discount retailers

(example: Target)

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely


Study / Work

Roadtrips

To compliment a

meal

Drinking alcohol



Please indicate how much you agree with the following statements about Lipton:

Please indicate on the following scale to what extent drinking Lipton tea makes

you feel:

Strongly

agree

Somewhat

agree

Neither

agree nor

disagree

Somewhat

disagree

Strongly

disagree

Lipton is an expert in

its field and is

knowledgable about

iced tea

I trust Lipton as a

brand

Lipton is superior to

other iced tea brands

Lipton is made of

high quality

ingredients

Lipton tastes good

Lipton offers variety

of flavors

A great deal A lot

A moderate

amount A little None at all

Hydrated

Refreshed

Happy

Trendy

Energized

Empowered

Confident

Socially respected

Satisfied

Nostalgic

Unhealthy

Socially excluded



Would you miss Lipton iced tea if it was gone tomorrow?

If you could receive a free Lipton iced tea right now or a free Arizona iced tea in an

hour, which would you choose?

Snapple

Where did you first hear about Snapple? (select all that apply)

Socially excluded

Depressed

Angry

Unsatisfied

Cheap

Thrifty

Guilty

Shameful

Regretful

Yes

Maybe

No

Lipton now

Arizona in an hour

Social media

Snapple website

Word of Mouth

Saw product or advertisement in-store

Print advertising

Digital advertising

Other



What is the maximum price you would pay for a 16.9 fl oz bottle of Snapple iced

tea?

How likely are you to purchase Snapple iced tea at the following locations?

How likely are you to purchase Snapple iced tea for the following occasions?

Less than $1

Between $1 - $2

Between $2 - $3

More than $3

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely

Convenience stores

(examples: CVS)

Grocery stores

(examples: Ralph's)

Gas stations

Fast food

restaurants

(example:

McDonald's)

Specialty stores


Discount retailers

(example: Target)



Please indicate how much you agree with the following statements about Snapple:

Please indicate on the following scale to what extent drinking Snapple tea makes

you feel:

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely


Study / Work

Roadtrips

To compliment a

meal

Drinking alcohol

Strongly

agree

Somewhat

agree

Neither

agree nor

disagree

Somewhat

disagree

Strongly

disagree

Snapple is an expert

in its field and is

knowledgable about

iced tea

I trust Snapple as a

brand

Snapple is superior

to other iced tea

brands

Snapple is made of

high quality

ingredients

Snapple tastes good

Snapple offers

variety of flavors

A great deal A lot

A moderate


Hydrated

Refreshed



Would you miss Snapple iced tea if it was gone tomorrow?

If you could receive a free Snapple tea right now or a free Arizona tea in an hour,

which would you choose?

Happy

Trendy

Energized

Empowered

Confident

Socially respected

Satisfied

Nostalgic

Unhealthy

Socially excluded

Depressed

Angry

Unsatisfied

Cheap

Thrifty

Guilty

Shameful

Regret

Yes

Maybe

No

Snapple now

Arizona in an hour



Arizona Tea

Where did you first hear about Arizona Tea? (select all that apply)

What is the maximum price you would pay for a 16.9 fl ox bottle of Arizona Tea?

Social media

Arizona website

Word of Mouth

Saw product/product advertisement in store

Print advertising

Digital advertising

Other

Less than $1

Between $1 - $2

Between $2 - $3

More than $3



Each of these cans of Arizona Tea (23 Fl. ox) is 99 cents. Please indicate on the

following scale how the pricing makes you feel:

Please observe the designs of the cans carefully. Then, indicate to what extent the

designs make you feel:

Strongly

agree

Somewhat

agree

Neither

agree nor

disagree

Somewhat

disagree

Strongly

disagree

Thrifty

Proud

Savvy

Outstanding

Cheap

Poor

Strongly

agree Agree

Somewhat

agree

Neither

agree

nor

disagree

Somewhat

disagree Disagree

Strongly

disagree

Inspired



How well do you think these celebrities embody the Arizona brand?

Creative

Motivated

Unconventional

Trendy

Overwhelmed

Average

Underwhelmed

Unimpressed

Confused

Extremely

well

Somewhat

well Indifferent

Somewhat

poorly

Extremely

poorly

Cara Delevingne

Ed Sheeran

Ice-T

Jordan Spieth



How likely are you to purchase Arizona tea at each of the following locations?

How likely are you to purchase Arizona tea for the following occasions?

Jennifer Lawrence

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely

Convenience stores

(examples: CVS)

Grocery stores

(examples: Ralph's)

Gas stations

Fast food

restaurants

(example:

McDonald's)

Specialty stores


Discount retailers

(example: Target)

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely


Study / Work



Please indicate how much you agree with the following statements about Arizona

Tea:

Please indicate on the following scale to what extent drinking Arizona Tea makes

you feel:

Study / Work

Roadtrips

To compliment a

meal

Drinking alcohol

Strongly

agree

Somewhat

agree

Neither

agree nor

disagree

Somewhat

disagree

Strongly

disagree

Arizona Tea is an

expert in its field and

is knowledgable

about iced tea

I trust Arizona Tea as

a brand

Arizona Tea is

superior to other

iced tea brands

Arizona Tea is made

of high quality

ingredients

Arizona Tea tastes

good

Arizona Tea offers

variety of flavors

A great deal A lot

A moderate


Hydrated

Refreshed

Happy

Trendy

Energized



How likely do you think Arizona will sponsor the following events?

Would you miss Arizona Tea if it was gone tomorrow?

Energized

Empowered

Confident

Socially respected

Satisfied

Nostalgic

Unhealthy

Socially excluded

Depressed

Angry

Unsatisfied

Cheap

Thrifty

Guilty

Shameful

Regret

Extremely

likely

Somewhat

likely

Neither

likely nor

unlikely

Somewhat

unlikely

Extremely

unlikely

Music Festivals

Surf Competitions

X Games

Comic-Con

Ski/Snowboard

Competitions

Food Festivals

Film Festivals

Yes

Maybe

InterviewQuestions:

ArizonaTea

- Whatbrandscometomindwhenyouthinkabouticetea?

- Whatmakesthebrandssimilaranddifferentfromeachother?

- WhatcomestomindwhenyouthinkaboutArizonaTea?

- Whatdoyoulike/dislikeaboutArizonaTea?

- WhatkindofpersondrinksArizona,Lipton,orSnapple?

- IfArizona,LiptonandSnapplewerepeople,whatwouldtheylooklike?

- Gender,age,professions,physicaldescription,etc.

- Whatcelebritieswouldbestrepresenteachbrand?

- Whydoyouthinktheybestrepresentthosebrands?

- OnwhatoccasionswouldyoupurchaseArizonaTea?

- HowoftendoyoupurchaseArizonaTea?

Summarized Interview results:

What brands come to mind when you think about ice tea?

Lipton - 12 Arizona - 12 Snapple - 5 NestTea - 2 Starbucks - 2 Honest Tea - 1 Minutemaid – 1 Tazo - 1

What makes the brands similar and different from each other? Arizona: taste not health, cheaper (99 cents), plastic bottle, mixed but not as sweet as MM, big cans, mixed drinks Honest: healthier Lipton: poor and all natural, premium and healthier NestTea: worst Snapple: too sweet NestTea: Cheap but doesn’t taste good Arizona + Lipton: Packaged Starbucks: made in store Lipton v Arizona = both sweet and sugar and commercialized (people would know lipton in McD in fountain drinks Tazo = fancier, healthy

What comes to mind when you think about Arizona Tea?

Sweet 4 Tasty Unhealthy Sugary Not natural 99 cents 6 Flavor variety 2 Refreshing 2 Good chaser 2 Nice Packaging 8 Widely Available 2 Not addictive

What do you like / dislike about Arizona Tea? L: Affordable, Taste, variety, Like how it’s in big bottles, different flavors, tastes good (ice cold from gas station as refreshers) D: Not enough tea flavor, not enough flavors, too sweet, Drink it a lot and makes you feel sick probably because of all the sugar

What kind of person drinks Arizona, Lipton, or Snapple? Arizona: Middle schooler skaters getting Arizona at the store while hanging out (cool thing) Younger, high school, Kids Overweight adults Everyone College students Lipton: Families because come in big size for families Poor people Older age 25-40 Snapple: Soccer team for after games Younger 15-25 More healthy in office Trendy, ORT person

If Arizona, Lipton and Snapple were people, what would they look like? Arizona: Cool kid in high school because unique with big can and cool looking Male athlete

Middle school slightly overweight kid Cool trendy hipster Young unhealthy male 30-60 male middle class, hanging out at happy hour bar 16 male skateboard hip and cool, tank top and headphones 18-28 male college students, casual tee and jeans College kids loves graffiti Lipton: Sweet baby because innocent tasting and sweet Overweight mom Southern poor guy Loser Old dudes Male 30 works in office, suite and tie, glass, suitcase, hardworking Office, very stable schedule, drinks hot tea Snapple: Jokester because has the joke Trendy, hippy, male, torn jeans Trendy kids Somewhat style nerds Middle aged woman 20 female walk to school in morning, headphones, goes to gym 20+ female in dress carries books while waiting for bus 15-24 female weird and cute, quirky, freelance blogger

What celebrities would best represent the brands?

Arizona: Hannah Montana (not Miley Cyrus), Bruno Mars, Ed Sheerhan, Mila Kunis, Brad Pitt, Sean William Scott, Ceelo Green Snapple: Ed Sheerhan, Ariana Grand, Katy Perry, Kara Delegene, One Direction, Zac Efron, (any of) Jonas Brothers, Rosy O’Donnell Lipton: Matt Perry (demographic parallels), Jennifer Aniston, Hugh Jackman, Robert D, Honey Boo Boo, Carlos Mencia, Mark Zuckerberg, Jack Nicolson Tazo: Taylor Swift (tall, skinny and would choose that one), looks classy because simple design

On what occasions would you purchase Arizona Tea? Road trips because refreshing drink and big so have a lot to drink while stuck in car When craving something really refreshing and not looking to go out of your way. Alone and studying and need something cold to give me a boost Chaser 7 People gathering (party) When I don’t give a fuck Vending machine If offered in restaurant How often do you purchase Arizona Tea? Once every three (few) months Couple times a year Only for chase 3-4 times/month Once a month 4 Twice a month 2

arizona brand audit final.compressed

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