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
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 or as a refreshing drink Financial Review Case Studies, Revitalising the SLURPEE Brand
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 Cable Network TV Entertainment Weekly The Weather Channel People Cartoon Network/Adult Swim Cosmopolitan BET Radio Sports Illustrated Comedy Central Los Angeles - KIIS FM 102.7 MhZ Lifetime Las Vegas - KLUC-FM 98.5 MHz Out-Of-Home TLC Seattle - KBKS-FM 106.1 MHz TBS Las Vegas (Strip) San Diego - KHTS-FM 93.3 MHz Los Angeles Alexandria - KQID-FM 93.1 MHz Internet Seattle Portland - KKRZ-FM 100.3 MHz Portland Weather Washington - WIHT-FM 99.5 MHz 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
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