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• Market Analysis
• Consumer Insight
• Problem Definition
• Target Audience
Agenda

• Brand Diagnosis
• BIG IDEA
• Media Strategy
• Creative

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 The Juice Drinks Market
Situation Analysis

• Market Growth
• Orange Juice is the UK’s favourite flavour
• New Exotic Flavours

Cranberry Juice
•Distinctively less sweet taste
•Popular amongst adults
•Low temporal association
•High awareness of health benefits

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 • Dominant Brand
• First Mover Advantage
• Strong association with cranberry juice
Situation Analysis

• Innovative
• Marked Drop in Sales

Competitors
• Private Label Threat
•Frequent Price Promotions
•Shelf Space Preference
• Premium Brands

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 • Ocean Spray is synonymous with cranberry juice
Consumer Insight

• Mature women prefer the taste of cranberry juice

• Strong awareness of the health benefits

• Low temporal association

• Packaging issues

• Low advertising recall

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 The Primary Audience
Primary Target Audience

• ABC 1 Female 35-54

• Nationwide, emphasis on
South of England, London
• Married or living with a
partner
• Modern mother in part-
time employment
• Family income £50.000+
• Owns car
• Spends about £150 per
week on grocery
• Interested in classical
music, current affairs and
healthy life style

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 The Secondary Audience
Secondary Target Audience

• ABC 1 Female 25-34

• Nationwide, emphasis
on Southern England.
• Sophisticated and
independent woman with
a full time career
• Household income of
£30.000
• Health conscious, enjoys
regular sports and
travelling
• Spend £60 per week on
groceries for herself
• Interested in politics and
classical music

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 Lack of Identity?
Ocean Spray today

“I know about the Ocean Spray

brand but nothing about its history
or heritage. I only know Ocean
Spray as a producer of cranberry
juices.”
Female, 25-34 years

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 What do UK customers think?
Ocean Spray today

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 Competitor Positioning
Ocean Spray today

•Tropicana, the healthy family breakfast drink

•Innocent, the unconventional fun-drink for free-spirits
•Grove Fresh, the quality organic alternative

What about us?

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 What is our Story?
Strategy

75 years

...Let‘s tell our heritage !

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 Tell it!

1. Authentic: Conforming to fact and therefore

worthy of trust, reliance, or belief.
Strategy

2. Having a claimed and verifiable origin or

authorship; not counterfeit or copied.

Authenticity

Expertise Passion

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The Big Idea

The Cranberry Source.

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 Premium Price
Communication Objectives

To ensure that 6 months after the start of the campaign,60%

of the target audience show preference towards the Ocean
Spray brand, hence recognising the premium price over
private labels.

Authenticity

Ensure that 70% of the target audience identify Ocean Spray

as the passionate expert brand in the juice drinks market for
cranberry juice by the end of the campaign.

Brand Recall

To achieve an unaided post-campaign brand recall from 80% of our

target audiences, by the end of the campaign, of which 50%
identify Ocean Spray first, when asked to name 3 brands within
the fruit juice drink market.

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 1. Coverage over repetition:
• Maximise reach
• Keep Frequency at an effective level
Media Strategy

2. However, cranberry juice consumption is seasonal.

3. Heavier expenditure means higher reach via the

simultaneous use of different media vehicles.

4. The media plan is based on a weekly purchase cycle.

5. The plan reflects a balance between highly targeted
advertising and a close presence to the shopping time.

Summary: A recency based strategy

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 1. Run a campaign of 280 GRPs with a total reach of 70% of
the primary target audience with an average frequency of
4 by the end of the campaign.
2. Maximise reach amongst the primary and secondary target
Media Objectives

audiences of ABC1 women aging 35-55 and 25-35

respectively.
3. Advertise throughout the whole duration of the
campaign, with weighting towards the weekends,
increasing reach during the Summer and Christmas
months, through simultaneous utilisation of several
media vehicles.
4. Run a national campaign with special regional emphasis
on Southern England and the London Area.
5. Match the creative development with the media selection,
making the most of each media vehicle to transfer the
concepts of heritage and authenticity for the Ocean
Spray brand.

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 MEDIA JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

SAINSBURY'S/CLEAR CHANNEL
Media Schedule

TESCO/JC DECAUX

YOU - MAIL ON SUNDAY

SUNDAY TIMES MAGAZINE

SAINSBURY'S MAGAZINE

GOOD HOUSEKEEPING

WEIGHT WATCHERS

CLASSIC FM

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 Sunday newspapers
Contingencies: 10,1%
magazines: 25,0%
Media Budget

Supermarket Glossy magazines: 16,0%

outdoors: 34,5% Radio: 14,4%

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Extensive Media Schedule

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 To successfully execute the big idea’s concept
of authenticity, the design of selected media
vehicles must be integrated and consistent for
maximum effectiveness.
Indicative Creative

• Print Media
• Outdoor Media
• Packaging
• Website
www.thecranberrysource.com

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