snapple… still the best stuff of earth demetrius beasley angela copeland manomayanggoon kriskorn...
TRANSCRIPT
Snapple… Still the Best stuff of Earth
Demetrius Beasley Angela Copeland
Manomayanggoon Kriskorn (Kris) Zoya Lieberman Andrew Robinson Bradley Zagnoev
Romotio Vertise Presents:
Market Segment Geographic:
Region: National Density: Suburban
Demographic: Age: 25-34 Family Size: 4-6 Family Life Cycle: young single; young married;
young, married, child under 6 Gender: Male, female Income: $20,000 - $100,000; $100,000+ Occupation: young professionals Education: Some college; college graduate
Market Segment
Behavioral Occasions: Regular Occasion Benefits: Taste, Quality User Status: Regular User Usage Rate: Medium user, heavy user Loyalty Status: Strong, absolute Readiness Stage: Informed, intending to buy Attitude Toward Product: Enthusiastic,
positive
Target Market
Target: Professional on the go! 25-34, liberal, educated, hip, cool
Values: Individualism, new experiences
Attitudes: Balance social and business life
Headlines and Slogans
Headline: “Snapple… Still the best stuff on earth.”
Slogan: “Sip the Juice.”
Product Positioning
What do consumers currently think about Snapple? Lack of focus No longer rebellious, cutting edge, fresh, and fun
What do we want consumers to think about Snapple? Snapple is still fun, fresh, natural, and cool Snapple mantra did not change New generation is ready to re-discover the appeal of
Snapple What is the single most compelling thing we can
say to the consumers? “Snapple…Still The Best Stuff on Earth.”
Product Positioning
Why is Snapple different? Packaging – the original experience. Bottle and
label have not changed. Read the label – only natural ingredients are
used. Company growth - giant with a big heart. Perception – providing a unique experience. Everyday life – fits into daily rituals and
routines. Snapple brand – stays true to the original
customers while developing new loyal ones.
Product Positioning
How can we reach the consumer? Unifying message: experience the
“Snapple Moment” Radio Spot
Tonality: off beat product Snapple is quirky, fun, smart, light-hearted,
and witty
“Sip the Juice” Christmas Ornament
Christmas ornament
attaches here
Snapple Frisbee & Bowling Pin
Knock this pin down, win a
Snapple!
Snapple Mixology Book
Book Cover
Snapple Appletini
1 oz. Snapple Apple Juice 1 oz. Apple Schnapps 1 oz. Stoli Vodka
In a cocktail shaker, combine all ingredients. Shake well and strain into a Martini glass. Garnish with apple slice.
Frogs never drink.
Snapple Mixology Book
Inside
THANK YOU!
AND
SIP THE JUICE!