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NSAC16_plansbook_team165

NSAC16_plansbook_team165 - team165 Table of Contents 3...

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Table of Contents 3 4 13 18 25 26 Introduction Research Strategy Tactics Gantt Chart Conclusion team165
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3 Three friends. One dream. One original beverage. Founded by Arnie Greenberg, Lenny Marsh, and Hymie Goldman in 1972, Snapple came from humble beginnings as an all-natural, pure juice beverage. By the mid 1980’s, the company experienced a dramatic growth, and found its true sweet spot in the iced tea market, developing itself as a quirky, feel good company that never took itself too seriously. Fast forward forty years and the beverage company is experiencing a dual disconnect between its charismatic drink and target consumers (aged 18-49) throughout the United States. In the Heartland, (or Northeast region of the United States), Snapple consumers have a much stronger presence than their regional counterparts. In the non-Heartland, the number of Snapple consumers is consistently lower. Both regions require an understanding of what it means to indulge in the Snapple Experience. Fortunately, our team always views the glass as half full, and set out on a personal quest to find out exactly why this was. After months of in-depth research, our team came to several conclusions that led us to develop a unique, personality driven campaign that fits directly with the Snapple brand, while also strengthening the presence of Snapple consumers nationwide. In order to do this successfully, we developed a dualistic approach that will increase the number of Snapple consumers throughout the nation and unite them through their affinity for the tea and juice drinks. The company’s great success has been driven by their quirky and light-hearted campaigns, and a natural, welcoming feel. Our strategy will connect consumers back to the company’s roots, reminding current and prospective consumers what exactly it means to be Snapply. Our nationwide multimedia campaign is based on months of extensive research. Different tactics will be used in relation to different regions, which will combine into one unified message. This campaign will remind those in the Heartland why they love Snapple, while introducing the non-Heartland to the uniquely cheerful elements of the brand and allowing each region to experience Snapple’s brand locally. Areas outside of the Heartland will be segmented tactically and targeted individually within the strategy for the non-Heartland campaign. Social media will play a vital role in this, with the use of location specific hashtags and geotags to allow each specific piece of media to reach its intended audience. The emphasis of the distinct, Snapply personality traits are embodied in innovative tactics. Our campaign creates a strong, consistent presence that is sure to give the Snapple brand prominence nationwide, and ensure success for the future of the company, which is looking as bright and Snapply as ever.
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  • Spring '16
  • Dr. Carr
  • Advertising, Snapple, snapple experience

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