Haley Smith Kenneth Belle Niall OReilly Regan Gelineau Purpose - - PowerPoint PPT Presentation

Haley Smith Kenneth Belle Niall O’Reilly Regan Gelineau

Purpose

• Launch a national campaign
• Location: United States
• Budget: $5 million
• Duration of 1 year

Objective

By the end of fiscal 2015, the company (7-ELEVEN) plans for private label (SLURPEE) to represent 15% of sales up from 8%

• Passport Reference and Markets

The Competitive Analysis #1

• Starbucks Frapaccinos
• Cold summertime drink
• $141 Million on advertising
• Non-traditional media
• Advertise in the form of people seeing it and going into

the stores

• Strong Brand Image
• Focuses on each in-store experience being memorable
• Branded Merchandise
• Starbucks Loyalty Program App

http://www.slideshare.net/girujang/2013-starbucks-marketing-plan

The Competitive Analysis #2

• Dunkin Donuts Coolatta
• Flavoured frozen slush drink made with fruit juice
• “The sky’s the limit when it comes to creating your own frozen fun all

summer long”

• $135.1 million on advertising in 2012

○ $111.0 million on TV advertising (82% of budget) ○ $13.0 million on radio advertising ○ $8.4 million on outdoor advertising ○ $1.0 million on internet advertising

• DD Perks membership collect points and gain free “perks”
• “America Runs on Dunkin”

http://www.fastfoodmarketing.org/media/fastfoodfacts_marketingrankings.pdf

Opportunities

Seasonal Product:

Peak-July 11th, Free Slurpee Day B-Bring Your Own Cup Day, late April 40% of sales are SLURPEES between April and September

Google Trends: SLURPEE

Target Geographic Market

Google Trends: SLURPEE

Financial Review Case Studies, Revitalising the SLURPEE Brand

Target Audience Profile

• Males and Females
• 18 to 35 years old
• Single Income, No Kids
• Value freedom, fun, independence, and

quick, convenient fast food fix

• View SLURPEE as a treat of a pick-me-up
• r as a refreshing drink

Insight into the Consumer’s Behaviors

• The act of purchasing and

consuming the product was also an experience in itself.

• Consumers were able to

choose their own cup, mix flavors, and bang the cup to squeeze a little bit more in, then suffer a little with the inevitable BrainFreeze when drinking

• Consumers named “Slurpers”

Financial Review Case Studies, Revitalising the SLURPEE Brand

The Campaign Remix the Brainfreeze

Media Plan Strategy

• Penetrate the Current Target Market by implementing a

combination of traditional and non-traditional media.

• Reaching them on many levels including promotions,

experiences and events the demographic would enjoy.

• By embracing their freedom, fun, independence with

the campaign.

• Start using new mediums as well as continue certain

mediums and promotions.

The Main Event

• Concert Series Sponsorships

○ Rock In Rio= Las Vegas ○ Coachella=Los Angeles ○ Lollapalooza=Chicago ○ Governor’s Ball=New York

■ Similar demographic attendance, test at these two locations

• Belly Flop Contest at SLURPEE Booth

○ Who Can Make The Biggest Splash in a Pool of SLURPEE ○ Hand out Branded Sunglasses and Mini Personal Fans with product name

Owned Media

• Cups printed with the headliners and the dates at the

different festivals

• SLURPEE Facebook Page
• Twitter
• Instagram
• SLURPEE Website
• All use for trends and sharing the experience

Traditional Advertising Timing

• For Radio and TV:

○ After school and works hours 3pm-6pm ○ Wednesday to Friday ○ Weekends ○ Spring into Summertime

• When SLURPEES are mostly purchased

40% of sales are SLURPEES between April and September

Financial Review Case Studies, Revitalising the SLURPEE Brand

Paid Media Strategy

Print

Entertainment Weekly People Cosmopolitan Sports Illustrated

Cable Network TV

The Weather Channel Cartoon Network/Adult Swim BET Comedy Central Lifetime TLC TBS

Out-Of-Home

Las Vegas (Strip) Los Angeles Seattle Portland

Radio

Los Angeles - KIIS FM 102.7 MhZ Las Vegas - KLUC-FM 98.5 MHz Seattle - KBKS-FM 106.1 MHz San Diego - KHTS-FM 93.3 MHz Alexandria - KQID-FM 93.1 MHz Portland - KKRZ-FM 100.3 MHz Washington - WIHT-FM 99.5 MHz

Internet

Weather IHeartRadio Pandora IMDb

MRI Research

Continued Promotions

• July 11th, 7-11 Free SLURPEE Day
• Bring Your Own Cup Day $1.49
• Loyalty Program 7-11 App for Coupons
• Six Flags Promotional Refillable Cups