Ocean Spray Cranberry Classic

Summer Campaign 2011

ÍND

ICE

IN

DE

X

Index

Report

Executive Summary ……………………… 3

The Consumer ……………………… 5

Brand Perception ……………………… 7

Brand Diagnosis ……………………… 8

Target Audience ……………………… 9

Media Strategy ……………………… 10

Media Selection ……………………… 11

Advertising Program ……………………… 13

Budget ……………………… 14

CPT Analysis ……………………… 15

Evaluation ……………………… 16

Appendix

SWOT Analysis ……………………… i

Questionnaire ……………………… ii

Detailed Budget ……………………… iii

Potential Designs - Mujer Hoy ……………………… iv

Sponsorship - 100% Mujer ……………………… vi

2

Executive Summary

Ocean Spray Cranberry Classic (henceforth referred to as OS Cranberry

Classic) is the flagship product in the Ocean Spray Cranberries, Inc range.

Since it was founded in 1930 Ocean Spray has experienced great

international expansion, especially among English speaking markets

achieving in the UK alone, sales of some 60 million litres a year.

OS Cranberry Classic is present in over 50 countries, but has only captured

considerable market share in those countries in which it has implemented an

integrated marketing campaign, communicating to the customer the

product's various benefits, such as its fresh, distinct flavour and undeniable

health advantages.

In 2007, sales of fruit juices in Spain grew by 8.2%, reaching 325 million euros.

Significantly, sales of more exotically flavoured fruit juices (such as the

cranberry) outperformed more traditional ones such as orange, pineapple

and peach. Despite this progress, sales of cranberry juice are still low and fully

95% of the consumption of OS Cranberry Classic is Spain can be attributed

the small British expatriate community.

In addition, upon introducing the product to local consumers OS Cranberry

Classic is faced with another hurdle due to the negative Spanish mindset

towards the product's packaging. In local supermarkets the “Tetra-Brik” (as it

is known in Spain) is chiefly associated with bulk purchases of cheap

products, predominantly UHT milk, and very rarely used to contain Premium

fruit juices. In short, for a product looking to make a good first impression in a

new market OS Cranberry Classic's packaging is at odds with the high

quality of its content.

EX

EC

UT

IVE

S

UM

MA

RY

3

EX

EC

UT

IVE

S

UM

MA

RY

This document is therefore an attempt to develop a strategic marketing plan

for the entry of OS Cranberry Classic into the Spanish national market. It

identifies the following two objectives as essential to the product's successful

introduction and survival in Spain.

▪ Identify and educate a target audience about the health benefits of the

cranberry, positioning OS Cranberry Classic as the market leader in this

sector.

▪ Improve the image of the product through a Premium message to provoke

a greater sense of product value at the moment of purchase.

In this hypothetical situation a budget of 40,000 € is assigned by Ocean Spray

Cranberries, Inc in order to launch a trial campaign with a duration of three

months in the autonomous community of Valencia, (Valencia capital,

Castellon and Alicante).

4

The Consumer´s Point of View

Lack of Brand Recognition

The OS Cranberry Classic brand is almost entirely unknown in Spain.

Benefits Unknown

Research suggests a lack of understanding about the various health benefits

of the product. Very few people were able to acknowledge its specific

health advantages such as the effects against cystitis or as an antioxidant.

Low Temporal Association

In contrast to other products such as orange juice, which is usually consumed

in the morning, cranberry juice is not associated with any particular moment

of the day. It is worth pointing out however that juice consumption increases

substantially during the warmer months of the year.

An Adult Flavour

OS Cranberry Classic stands out as having a distinct flavor that leaves a

somewhat dry and bitter aftertaste, making it popular among mature

consumers with a more sophisticated palate.

Misleading Packaging.

OS Cranberry Classic is a Premium brand. However this is poorly reflected in

its packaging. Given the prevalence of the “Tetra-Brik” among supermarket

own-brands, upon first contact with OS Cranberry Classic, the Spanish

consumer almost automatically identifies it alongside other cheap, low

quality products. The production costs involved in changing the product

packaging do not allow for sweeping modifications, however the image of

OS Cranberry Classic, in the eyes of the Spanish consumer would benefit

TH

E C

ON

SU

ME

R

5

enormously from a redesign to include high quality images of cranberries in a

different colour scheme, avoiding white where possible. The packaging of

any FMCG product its greatest brand ambassador so full advantage should

be taken of this space to educate the target audience with a design that

includes detailed information, entirely in Spanish, about the nunmerous

qualities of the product.

The Challenge in Brief

OS Cranberry Classic is a new product in the Spanish market and remains

almost entirely unknown to the Spanish consumer. In addition the many

health benefits of cranberry juice are still not fully appreciated and its

packaging provokes reactions in contradiction with its premium positioning.

Nonetheless, among today's increasingly product savvy consumer there is a

growing emphasis on pursuing a healthy lifestyle and a greater willingness to

try new healthy products. The successful marketing campaign will be

required to educate potential consumers about the health benefits of the

cranberry while simultaneously and continuously casting the Ocean Spray

brand in a Premium light. If this mix is achieved OS Cranberry Classic has a

great opportunity to capture market share among a receptive, but hitherto

uniformed audience.

TH

E C

ON

SU

ME

R

6

Brand Perception

Among the few consumers of cranberry juice in Spain, fewer still have heard

of OS Cranberry Classic. This problem is compounded when the first contact

with the product often produces negative reactions. The campaign's

objective are therefore twofold:

▪ Introduce the product and educate the consumer about the benefits of

cranberry juice; its high vitamin C content and positive effects against cistitis.

▪ Stimulate at every possible moment an image of quality, positioning it as a

premium product.

Detailed above is the brand perception forecast of OS Cranberry Classic in

relation to its main competitors. It is the responsibility of the campaign to

stimulate this shift in perception.

Not Premium Premium

Unhealthy

Healthy

Today

Future

BR

AN

D P

ER

CE

PT

ION

7

Brand Diagnostics

The premium image of OS Cranberry Classic is reflected in its price tag but

not in its packaging. Therefore at the time of purchase consumers, unaware

of the quality of the Ocean Spray brand, perceive greater value in cheaper

products.

The above graphic shows the imbalance of consumer brand perception

between UK and Spanish markets due to the low regard win which product's

packaging is currently held by local consumers. Without a viable

modification in the packaging format, shifting attitudes of Spanish consumers

towards the “Tetra Brik” will be essential to the product's continued survival in

Spain. Reinforcing this image by communicating the product's health

benefits will enhance the brand's value and influence consumer's choice of

product at the time of purchase.

Spain United Kingdom

Quality

Healthy

Value

Healthy

Quality

¿Value?

BR

AN

D D

IAG

NO

SIS

8

Target Audience

RE

SU

ME

N E

JE

CU

TIV

O

Primary Audience

Meet Maribel: Aged between 35 and 55

years, Maribel is a modern mother with a part

time job. She predominantly lives in a modern

suburb near a big city, where her husband

works. She still feels young but she is conscious

of her age. She looks after herself and visits

beauticians and health centers with some

regularity. She is firmly in the ABC1 category

and her family has an annual income of

approximately 60,000€. Maribel is responsible

for the weekly shop, spending on average

about 120€ in quality super market chains such

as Corte Ingles or Mercadona. She is a

regular juice drinker and is aware of cranberry juice but not fully convinced of its

benefits. When she is not working, she takes care of the house and children, and tries

to get some exercise whenever possible. She reads wellness, beauty, and decoration

magazines and is comfortable using the computer, regularly browsing her favourite

sites. At the weekend she enjoys going out for dinner with friends or getting away to

the country with her family.

Secondary Audience

Meet Sandra: Aged between 28 - 35 years

Sandra is an independent, university educated

woman who lives away from home and has a full-

time job. She has already made the decision to

form a family with her partner, or is thinking about it.

She has an above average income but still keeps a

prudent eye on her personal economy, spending

approximately 50€ on the weekly shop. She regularly

drinks fruit juices believing them to be an important

vitamin source, has heard of cranberry juice but

rarely consumes it. She is a modern, active and sporty woman, who is concerned

with her image and diet. Her interests include fashion, politics and current affairs and

she loves to travel whenever possible.

RE

SU

ME

N E

JE

CU

TIV

O

TA

RG

ET

A

UD

IEN

CE

9

Advertising Strategy

Among the national market OS Cranberry Classic is a new product. In

addition cranberry juice consumption in Spain is low. It is therefore logical

that the marketing campaign adopts a strategy that combines both high

reach and high frequency.

Reach

In order to achieve the highest possible reach the campaign shall combine

three principal medias: magazine, online and radio, choosing those which

offer the greatest penetration among the target audience.

Frequency

As a new product it is essential to reach a minimum frequency of three times

per week taking into account both the weekly shopping patterns of our

target audience and the four step AIDA purchasing process.

The strategy also recognizes the rise in juice consumption throughout the

summer months and it is therefore considered logical to launch the

campaign in late spring/early summer in anticipation of the warmer season.

Campaign Objectives

Extend the message of OS Cranberry Classic as a quality and healthy fruit

juice to 70% of the target audience with a frequency of at least four times

per week.

ME

DIA

S

TR

AT

EG

Y

10

ME

DIA

S

EL

EC

TIO

N

Media Selection

Wellbeing and Beauty Magazines

The high quality and authenticity of such magazines mean they are ideally

suited to achieve both of the primary campaign objectives; to educate the

target audience through content rich adverts and improve brand image by

means of a premium focused creative. However, as the vast majority of

magazines of this genre are published monthly, the campaign will struggle to

reach the desired frequency if they are used in exclusivity.

Mujer Hoy (Woman Today) magazine has been chosen because of its weekly

print run and predominant female ABC1 readership profile. Nevertheless,

used on its own this medium is still not considered effective enough to cause

the desired impact. For a design guideline see Appendix IV.

Online

Unlike other media, online advertising offers two way consumer-brand

communication and adds invaluable feedback to the campaign. The

internet is an important part of everyday life for our target audience and an

online presence offers the opportunity to interact with them in a less intrusive

manner.

The online contribution will be run in collaboration with www.mujerhoy.com,

through a tailored campaign with their “Club de Probabdores” (Sampling

Club). Included in this offer is a branded newsletter, a permanent button on

the Home Page and the creation of a tailored campaign microsite. For

further information see Appendix V.

Radio

Radio brings flexibility to the campaign and is the perfect accompaniment to

the print media. It is a malleable communication tool that increases

frequency with immediate effect and can be timed to coincide the

behaviour of the target audience. 11

…Radio

Cadena100 FM is considered the best option, offering a high coverage

among the female ABC1 audience and also a more local penetration.

Events

Event Marketing provides the opportunity to place OS Cranberry Classic

directly in front of the consumer, explain its benefits, collect feedback and

actively explain the benefits of the product. By associating the product with

appropriate events it is possible to create synergy within the marketing

message and promote brand empathy.

100% Mujer (100% Woman) will run for one month in Valencia in collaboration

with Cadena Cien and offers sponsorship and product placement

opportunities throughout a range of woman-centric events. For further

information see Appendix VI.

Sampling

The transition from desire to purchase will be aided by a targeted sampling

campaign. Teams of brand ambassadors in or close to the main points of

sale will distribute samples, explain the product's benefits, interview

consumers and collect feedback.

Other Considerations

Social Networks: Extend current Facebook and Twitter presence to include

information in Spanish. Cost effective but requires constant monitoring.

Television: Long term consideration to significantly increase reach. Expensive.

ME

DIA

S

EL

EC

TIO

N

12

AD

VE

RT

ISIN

G S

CH

ED

UL

E

Ad

ve

rtsi

ng

Sc

he

du

le

13

M e

d i

aN

a m

e1

23

45

67

89

1011

1213

1415

1617

1819

2021

2223

2425

2627

2829

3031

12

34

56

78

910

1112

1314

1516

1718

1920

2122

2324

2526

2728

2930

12

34

56

78

910

1112

1314

1516

1718

1920

2122

2324

2526

2728

2930

31

Mag

azin

eM

ujer

Hoy

On-Li

neM

ujer

hoy.c

om

Radi

oCa

dena

100

Even

ts10

0% M

ujer

Sam

ples

Prom

oser

vis

12

34

56

78

910

1112

1314

1516

1718

1920

2122

2324

2526

2728

2930

311

23

45

67

89

1011

1213

1415

1617

1819

2021

2223

2425

2627

2829

301

23

45

67

89

1011

1213

1415

1617

1819

2021

2223

2425

2627

2829

3031

O S

C r a

n b

e r r

y C

l a s

s i c

M a

r k e

t i n

g P

l a n

- S

u m

m e

r 2

0 1 1

ATL BTL

O S

C r a

n b

e r r

y C

l a s

s i c

M a

r k e

t i n

g P

l a n

- S

u m

m e

r 2

0 1 1

Ju

neJu

ly

June

July

May

May

Ocean Spray Cranberreis Inc has assigned a budget of 40,000 € to this three

month campaign.

As a new product in the Spanish market the importance of high coverage

among the target audience can not be underestimated. Given its highly

targeted readership of nearly two million, Mujer Hoy magazine brings

exceptional reach to the campaign and is accordingly attributed 50% of the

budget. 15% is allocated to an online presence through a tailored campaign

in collaboration with www.mujerhoy.com.

To promote the product close to the time of purchase it is considered

necessary to devote 14% of the budget to a sampling campaign, recruiting

brand ambassadors to educate potential consumers with the objective of

converting interest and desire into sales.

As a short campaign it is essential to reach the desired frequency without

delay. For this reason 11% of the budget is assigned to radio as it is capable

of making an immediate impact. Included in the radio budget allocation is

the sponsorship of 100% Mujer, a month long woman-centric promotional

event in collaboration with Cadena 100 Valencia

10% of the budget is reserved as a contingency in the event of possible price

fluctuations and/or campaign modification. For further information about

the budget see Appendix III.

BU

DG

ET

Media Price Percentage

Magazines 20,000.00 € 50

Online 6,000.00 € 15

Samples 5,522.00 € 14

Radio 4,243.20 € 11

Events 00.00 € -

Contingency 4,000.00 € 10

Total 39,765.20 € 100

Advertising Budget

14

CPT Analysis

Analysed below are the main media used throughout the campaign from

the point of view of their efficiency; i.e. the cost involved in extending the

message to one thousand consumers among the target audience,

commonly known as Cost Per Thousand (CPT).

Magazine

Magazine Cost Readership ABC1 Women Capt Aud CPT

Mujer Hoy 10.000 € 1.877.000 74% 1.388.980 7,20 €

Online

Website Cost Unique Users ABC1 Women Capt Aud CPT

Mujerhoy.com 6.000 € 2.400.000 55% 1.320.000 4,50 €

Radio

Station Cost Listeners Spot/Wk Wks ABC1

Women Capt Aud CPT

Cadena

100 81.60 € 85.000 4 13 65% 55,250 1,50 €

CP

T A

NA

LY

SIS

15

Campaign Evaluation

As an unknown product in a new market the ultimate measure of the

campaign's success will be the resultant increase in sales of OS Cranberry

Classic among Spanish consumers.

In addition however, it is important to measure as often as possible whether

the campaign is producing the desired effects among both potential and

actual consumers.

Before Launch

All creative ideas will be tested with focus groups and in depths interviews to

ensure the correct interpretation and reception of the campaign message.

During the Campaign

During the entire campaign interviews with consumers will be held to monitor

product acceptance and gauge opinion. The interviews are intended to find

out the levels of brand recall, perception and awareness.

Additional evaluation

The campaign with www.mujerhoy.com and the Club de Probadores will

provide essential feedback from consumers about the product, likewise any

development of Ocean Spray's Facebook and Twitter presence in Spain.

EV

AL

UA

CIÓ

N

16

EV

AL

UA

TIO

N

16

Inte

rna

l W

ea

kn

ess

es

Bra

nd

un

kn

ow

n a

mo

ng

Sp

an

ish

co

nsu

me

rs

Po

or

qu

alit

y p

ac

ka

gin

g

Lac

k o

f a

pp

rec

iatio

n f

or

he

alth

be

ne

fits

of

cra

nb

err

y

juic

e

Pre

sen

ce

of

ch

ea

p a

lte

rna

tive

s

Exte

rna

l Th

rea

ts

Mo

re p

ress

ure

fo

rm im

ita

tio

n b

ran

ds

Mo

re e

sta

blis

he

d c

om

pe

tito

rs e

nte

rin

g m

ark

et

(Gra

nin

i, e

tc.)

Str

en

gh

ts

Be

tte

r q

ua

lity t

ha

n a

ll riva

l p

rod

uc

ts

25%

Cra

nb

err

y c

on

ten

t – m

ore

th

an

co

mp

etito

rs

The

do

min

an

t c

ran

be

rry ju

ice

bra

nd

in

UK

an

d U

S

We

ll su

pp

ort

ed

co

mp

an

y

Op

po

rtu

nitie

s

Ma

rke

t o

pe

n t

o h

ea

lth

y p

rod

uc

ts

Pro

fess

ion

al b

ac

kin

g o

f h

ea

lth

be

ne

fits

Co

nsu

me

r m

ore

an

d m

ore

he

alth

co

nsc

iou

s

Po

ssib

le in

tro

du

ctio

n in

to “

on

-tra

de

” m

ark

ets

S.W.O.T. Analysis

i

ii

Self Completion Interview

Gender: M/F Age: - 25, 25-35, 35-50, 50 + 1. Do you consume cranberry juice? Y N (if no please go to question 4)

2. Any brand in particular? _____________________

3. How often? Less than once a day Once a day more than once a day 4. Do you associate cranberry juice with any country in particular? _____________________________________________ 5. What is you opinion of cranberry juice?

_____________________________________________ 6. Have you heard of Ocean Spray? Y N 7. Are you able to identify any benefits of cranberry juice? _____________________________________________

8. If Ocean Spray were a person what would you think of him/her? _____________________________________________ 9. What is the first think that comes into your mind when you think of cranberry juice? _____________________________________________

Reasearch rechniques

Detailed Budget

iii

Me

dia

Na

me

Sp

ec

sC

ost

pe

r A

dFr

eq

ue

nc

yD

ura

tio

nTo

tal A

ds

Au

die

nc

eC

ost

Ma

ga

zin

eM

uje

r H

oy

Full

pa

ge

- C

olo

ur

7.5

00

,00

€

w

ee

kly

2 w

ee

ks2

1.8

77

.00

02

0.0

00

,00

€

On

line

Mu

jeyh

oy.

co

m

ho

me

, mic

rosi

te,

ne

wsl

ett

er

11

.00

0,0

0 €

d

aily

1 m

on

th6

17

.00

0

61

7.0

00

un

iqu

e

use

rs6

.00

0,0

0 €

Ra

dio

Ca

de

na

10

0C

uñ

a 2

0"

81

,60

€

th

ree

da

ys a

we

ek

13

we

eks

52

85

.00

04

.24

3,2

0 €

Eve

nts

10

0%

Mu

jer

Fle

xib

le-

€

ev

ery

da

y1

mo

nth

--

0,0

0 €

Sa

mp

les

Pro

mo

serv

is

5 x

1/2

da

y

(Sa

turd

ay

mo

rnin

g)

84

,95

€

o

nc

e a

we

ek

13

we

eks

(5 x

13

) =

65

-5

.52

2,0

0 €

Su

b T

ota

l3

5.7

65

,20

€

10

% C

on

tig

en

cy

4.0

00

,00

€

Tota

l3

9.7

65

,20

€

Above the LineBelow the

Line

Magazine: Mujer Hoy

Potential design

iv

Club de Probadores (Sampling Club)

Ocean Spray Microsite in www.mujerhoy.com

Potential design

v

Sponsorship - 100% Mujer

For one month in Valencia Cadena 100 FM will hold a series of promotional

activities targeted, as the name suggests, exclusively at women.

The event focuses entirely on women and their role in all aspects of daily life.

It will include a series of hands-on activities such as sport events, fashion and

beauty sessions and wellbeing seminars, with the aim of enhancing and

empowering the role of women in today's society .

The sponsorship includes:

- Sponsor's name throughout the promotional radio campaign to be held

during the week preceding the event.

- Sponsors logo on all marketing collateral associated with the events;

newsletters, press releases etc.

- Banners and posters at chosen events.

- A campaign of 20 second radio adverts on Cadena 100 FM throughout the

event.

vi

Report produced by Messum Export

On behalf of Jasa Internacional S.A.

Tel: 675 367 683 Email: info@messumexport.com