A six month integrated marketing campaign produced by Messum Export on behalf of Jasa International for the soft launch of Ocean Spray Cranberry Classic into the Spanish Market. A full version in Spanish is also available on Slideshre

1. Ocean Spray Cranberry Classic
Summer Campaign 2011

2. Index
Report
Executive Summary ……………………… 3
The Consumer ……………………… 5
Brand Perception ……………………… 7
Brand Diagnosis ……………………… 8
Target Audience ……………………… 9
Í NN DIE X E
Media Strategy ……………………… 10
I D C
Media Selection ……………………… 11
Advertising Program ……………………… 13
Budget ……………………… 14
CPT Analysis ……………………… 15
Evaluation ……………………… 16
Appendix
SWOT Analysis ……………………… i
Questionnaire ……………………… ii
Detailed Budget ……………………… iii
Potential Designs - Mujer Hoy ……………………… iv
Sponsorship - 100% Mujer ……………………… vi
2

3. Executive Summary
Ocean Spray Cranberry Classic (henceforth referred to as OS Cranberry
Classic) is the flagship product in the Ocean Spray Cranberries, Inc range.
Since it was founded in 1930 Ocean Spray has experienced great
EXECUTIVE SUMMARY
international expansion, especially among English speaking markets
achieving in the UK alone, sales of some 60 million litres a year.
OS Cranberry Classic is present in over 50 countries, but has only captured
considerable market share in those countries in which it has implemented an
integrated marketing campaign, communicating to the customer the
product's various benefits, such as its fresh, distinct flavour and undeniable
health advantages.
In 2007, sales of fruit juices in Spain grew by 8.2%, reaching 325 million euros.
Significantly, sales of more exotically flavoured fruit juices (such as the
cranberry) outperformed more traditional ones such as orange, pineapple
and peach. Despite this progress, sales of cranberry juice are still low and fully
95% of the consumption of OS Cranberry Classic is Spain can be attributed
the small British expatriate community.
In addition, upon introducing the product to local consumers OS Cranberry
Classic is faced with another hurdle due to the negative Spanish mindset
towards the product's packaging. In local supermarkets the “Tetra-Brik” (as it
is known in Spain) is chiefly associated with bulk purchases of cheap
products, predominantly UHT milk, and very rarely used to contain Premium
fruit juices. In short, for a product looking to make a good first impression in a
new market OS Cranberry Classic's packaging is at odds with the high
quality of its content.
3

4. This document is therefore an attempt to develop a strategic marketing plan
for the entry of OS Cranberry Classic into the Spanish national market. It
identifies the following two objectives as essential to the product's successful
introduction and survival in Spain.
▪ Identify and educate a target audience about the health benefits of the
EXECUTIVE SUMMARY
cranberry, positioning OS Cranberry Classic as the market leader in this
sector.
▪ Improve the image of the product through a Premium message to provoke
a greater sense of product value at the moment of purchase.
In this hypothetical situation a budget of 40,000 € is assigned by Ocean Spray
Cranberries, Inc in order to launch a trial campaign with a duration of three
months in the autonomous community of Valencia, (Valencia capital,
Castellon and Alicante).
4

5. The Consumer´s Point of View
Lack of Brand Recognition
The OS Cranberry Classic brand is almost entirely unknown in Spain.
Benefits Unknown
Research suggests a lack of understanding about the various health benefits
THE CONSUMER
of the product. Very few people were able to acknowledge its specific
health advantages such as the effects against cystitis or as an antioxidant.
Low Temporal Association
In contrast to other products such as orange juice, which is usually consumed
in the morning, cranberry juice is not associated with any particular moment
of the day. It is worth pointing out however that juice consumption increases
substantially during the warmer months of the year.
An Adult Flavour
OS Cranberry Classic stands out as having a distinct flavor that leaves a
somewhat dry and bitter aftertaste, making it popular among mature
consumers with a more sophisticated palate.
Misleading Packaging.
OS Cranberry Classic is a Premium brand. However this is poorly reflected in
its packaging. Given the prevalence of the “Tetra-Brik” among supermarket
own-brands, upon first contact with OS Cranberry Classic, the Spanish
consumer almost automatically identifies it alongside other cheap, low
quality products. The production costs involved in changing the product
packaging do not allow for sweeping modifications, however the image of
OS Cranberry Classic, in the eyes of the Spanish consumer would benefit
5

6. enormously from a redesign to include high quality images of cranberries in a
different colour scheme, avoiding white where possible. The packaging of
any FMCG product its greatest brand ambassador so full advantage should
be taken of this space to educate the target audience with a design that
includes detailed information, entirely in Spanish, about the nunmerous
qualities of the product.
THE CONSUMER
The Challenge in Brief
OS Cranberry Classic is a new product in the Spanish market and remains
almost entirely unknown to the Spanish consumer. In addition the many
health benefits of cranberry juice are still not fully appreciated and its
packaging provokes reactions in contradiction with its premium positioning.
Nonetheless, among today's increasingly product savvy consumer there is a
growing emphasis on pursuing a healthy lifestyle and a greater willingness to
try new healthy products. The successful marketing campaign will be
required to educate potential consumers about the health benefits of the
cranberry while simultaneously and continuously casting the Ocean Spray
brand in a Premium light. If this mix is achieved OS Cranberry Classic has a
great opportunity to capture market share among a receptive, but hitherto
uniformed audience.
6

7. Brand Perception
Among the few consumers of cranberry juice in Spain, fewer still have heard
of OS Cranberry Classic. This problem is compounded when the first contact
with the product often produces negative reactions. The campaign's
BRAND PERCEPTION
objective are therefore twofold:
▪ Introduce the product and educate the consumer about the benefits of
cranberry juice; its high vitamin C content and positive effects against cistitis.
▪ Stimulate at every possible moment an image of quality, positioning it as a
premium product.
Healthy
Future
Today
Not Premium Premium
Unhealthy
Detailed above is the brand perception forecast of OS Cranberry Classic in
relation to its main competitors. It is the responsibility of the campaign to
stimulate this shift in perception.
7

8. Brand Diagnostics
The premium image of OS Cranberry Classic is reflected in its price tag but
not in its packaging. Therefore at the time of purchase consumers, unaware
of the quality of the Ocean Spray brand, perceive greater value in cheaper
products.
BRAND DIAGNOSIS
United Kingdom Spain
Healthy Healthy
Quality Quality
Value ¿Value?
The above graphic shows the imbalance of consumer brand perception
between UK and Spanish markets due to the low regard win which product's
packaging is currently held by local consumers. Without a viable
modification in the packaging format, shifting attitudes of Spanish consumers
towards the “Tetra Brik” will be essential to the product's continued survival in
Spain. Reinforcing this image by communicating the product's health
benefits will enhance the brand's value and influence consumer's choice of
product at the time of purchase.
8

9. Target Audience
R E S S UAME N A UJDECNUUEITV V O
RE
Primary Audience
Meet Maribel: Aged between 35 and 55
years, Maribel is a modern mother with a part
UTM G E T E J EI EC CT I O
time job. She predominantly lives in a modern
suburb near a big city, where her husband
works. She still feels young but she is conscious
of her age. She looks after herself and visits
beauticians and health centers with some
R EN
regularity. She is firmly in the ABC1 category
and her family has an annual income of
approximately 60,000€. Maribel is responsible
for the weekly shop, spending on average
about 120€ in quality super market chains such
as Corte Ingles or Mercadona. She is a
regular juice drinker and is aware of cranberry juice but not fully convinced of its
benefits. When she is not working, she takes care of the house and children, and tries
to get some exercise whenever possible. She reads wellness, beauty, and decoration
magazines and is comfortable using the computer, regularly browsing her favourite
E
sites. At the weekend she enjoys going out for dinner with friends or getting away to
the country with her family.
Secondary Audience
Meet Sandra: Aged between 28 - 35 years
Sandra is an independent, university educated
woman who lives away from home and has a full-
time job. She has already made the decision to
form a family with her partner, or is thinking about it.
She has an above average income but still keeps a
prudent eye on her personal economy, spending
approximately 50€ on the weekly shop. She regularly
drinks fruit juices believing them to be an important
vitamin source, has heard of cranberry juice but
rarely consumes it. She is a modern, active and sporty woman, who is concerned
with her image and diet. Her interests include fashion, politics and current affairs and
she loves to travel whenever possible.
9

10. Advertising Strategy
Among the national market OS Cranberry Classic is a new product. In
addition cranberry juice consumption in Spain is low. It is therefore logical
that the marketing campaign adopts a strategy that combines both high
reach and high frequency.
MEDIA STRATEGY
Reach
In order to achieve the highest possible reach the campaign shall combine
three principal medias: magazine, online and radio, choosing those which
offer the greatest penetration among the target audience.
Frequency
As a new product it is essential to reach a minimum frequency of three times
per week taking into account both the weekly shopping patterns of our
target audience and the four step AIDA purchasing process.
The strategy also recognizes the rise in juice consumption throughout the
summer months and it is therefore considered logical to launch the
campaign in late spring/early summer in anticipation of the warmer season.
Campaign Objectives
Extend the message of OS Cranberry Classic as a quality and healthy fruit
juice to 70% of the target audience with a frequency of at least four times
per week.
10

11. Media Selection
Wellbeing and Beauty Magazines
The high quality and authenticity of such magazines mean they are ideally
suited to achieve both of the primary campaign objectives; to educate the
target audience through content rich adverts and improve brand image by
means of a premium focused creative. However, as the vast majority of
magazines of this genre are published monthly, the campaign will struggle to
MEDIA SELECTION
reach the desired frequency if they are used in exclusivity.
Mujer Hoy (Woman Today) magazine has been chosen because of its weekly
print run and predominant female ABC1 readership profile. Nevertheless,
used on its own this medium is still not considered effective enough to cause
the desired impact. For a design guideline see Appendix IV.
Online
Unlike other media, online advertising offers two way consumer-brand
communication and adds invaluable feedback to the campaign. The
internet is an important part of everyday life for our target audience and an
online presence offers the opportunity to interact with them in a less intrusive
manner.
The online contribution will be run in collaboration with www.mujerhoy.com,
through a tailored campaign with their “Club de Probabdores” (Sampling
Club). Included in this offer is a branded newsletter, a permanent button on
the Home Page and the creation of a tailored campaign microsite. For
further information see Appendix V.
Radio
Radio brings flexibility to the campaign and is the perfect accompaniment to
the print media. It is a malleable communication tool that increases
frequency with immediate effect and can be timed to coincide the
behaviour of the target audience. 11

12. …Radio
Cadena100 FM is considered the best option, offering a high coverage
among the female ABC1 audience and also a more local penetration.
Events
MEDIA SELECTION
Event Marketing provides the opportunity to place OS Cranberry Classic
directly in front of the consumer, explain its benefits, collect feedback and
actively explain the benefits of the product. By associating the product with
appropriate events it is possible to create synergy within the marketing
message and promote brand empathy.
100% Mujer (100% Woman) will run for one month in Valencia in collaboration
with Cadena Cien and offers sponsorship and product placement
opportunities throughout a range of woman-centric events. For further
information see Appendix VI.
Sampling
The transition from desire to purchase will be aided by a targeted sampling
campaign. Teams of brand ambassadors in or close to the main points of
sale will distribute samples, explain the product's benefits, interview
consumers and collect feedback.
Other Considerations
Social Networks: Extend current Facebook and Twitter presence to include
information in Spanish. Cost effective but requires constant monitoring.
Television: Long term consideration to significantly increase reach. Expensive.
12

13. Advertsing Schedule
OS Cranberry Classic Marketing Plan - Summer 2011
May June July
Medi a Na me 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Magazine Mujer Hoy
On-Line Mujerhoy.com
ATL
Radio Cadena 100
Events 100% Mujer
BTL
Samples Promoservis
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
May June July
OS Cranberry Classic Marketing Plan - Summer 2011
13
ADVERTISING SCHEDULE

14. Advertising Budget
Media Price Percentage
Magazines 20,000.00 € 50
Online 6,000.00 € 15
Samples 5,522.00 € 14
Radio 4,243.20 € 11
Events 00.00 € -
Contingency 4,000.00 € 10
Total 39,765.20 € 100
Ocean Spray Cranberreis Inc has assigned a budget of 40,000 € to this three
month campaign.
As a new product in the Spanish market the importance of high coverage
BUDGET
among the target audience can not be underestimated. Given its highly
targeted readership of nearly two million, Mujer Hoy magazine brings
exceptional reach to the campaign and is accordingly attributed 50% of the
budget. 15% is allocated to an online presence through a tailored campaign
in collaboration with www.mujerhoy.com.
To promote the product close to the time of purchase it is considered
necessary to devote 14% of the budget to a sampling campaign, recruiting
brand ambassadors to educate potential consumers with the objective of
converting interest and desire into sales.
As a short campaign it is essential to reach the desired frequency without
delay. For this reason 11% of the budget is assigned to radio as it is capable
of making an immediate impact. Included in the radio budget allocation is
the sponsorship of 100% Mujer, a month long woman-centric promotional
event in collaboration with Cadena 100 Valencia
10% of the budget is reserved as a contingency in the event of possible price
fluctuations and/or campaign modification. For further information about
the budget see Appendix III. 14

15. CPT Analysis
Analysed below are the main media used throughout the campaign from
the point of view of their efficiency; i.e. the cost involved in extending the
message to one thousand consumers among the target audience,
commonly known as Cost Per Thousand (CPT).
Magazine
CPT ANALYSIS
Magazine Cost Readership ABC1 Women Capt Aud CPT
Mujer Hoy 10.000 € 1.877.000 74% 1.388.980 7,20 €
Online
Website Cost Unique Users ABC1 Women Capt Aud CPT
Mujerhoy.com 6.000 € 2.400.000 55% 1.320.000 4,50 €
Radio
ABC1
Station Cost Listeners Spot/Wk Wks Capt Aud CPT
Women
Cadena
81.60 € 85.000 4 13 65% 55,250 1,50 €
100
15

16. Campaign Evaluation
As an unknown product in a new market the ultimate measure of the
campaign's success will be the resultant increase in sales of OS Cranberry
Classic among Spanish consumers.
In addition however, it is important to measure as often as possible whether
the campaign is producing the desired effects among both potential and
EE V A L U A T II Ó N
actual consumers.
VALUAC ON
Before Launch
All creative ideas will be tested with focus groups and in depths interviews to
ensure the correct interpretation and reception of the campaign message.
During the Campaign
During the entire campaign interviews with consumers will be held to monitor
product acceptance and gauge opinion. The interviews are intended to find
out the levels of brand recall, perception and awareness.
Additional evaluation
The campaign with www.mujerhoy.com and the Club de Probadores will
provide essential feedback from consumers about the product, likewise any
development of Ocean Spray's Facebook and Twitter presence in Spain.
16

17. Internal
Strenghts Weaknesses
S.W.O.T. Analysis
Better quality than all rival products Brand unknown among Spanish consumers
25% Cranberry content – more than competitors Poor quality packaging
The dominant cranberry juice brand in UK and US Lack of appreciation for health benefits of cranberry
Well supported company juice
Presence of cheap alternatives
External
Opportunities Threats
Market open to healthy products More pressure form imitation brands
Professional backing of health benefits More established competitors entering market
Consumer more and more health conscious (Granini, etc.)
Possible introduction into “on-trade” markets
i

18. Reasearch rechniques
Self Completion Interview
Gender: M/F
Age: - 25, 25-35, 35-50, 50 +
1. Do you consume cranberry juice? Y N
(if no please go to question 4)
2. Any brand in particular? _____________________
3. How often?
Less than once a day Once a day more than once a day
4. Do you associate cranberry juice with any country in particular?
_____________________________________________
5. What is you opinion of cranberry juice?
_____________________________________________
6. Have you heard of Ocean Spray? Y N
7. Are you able to identify any benefits of cranberry juice?
_____________________________________________
8. If Ocean Spray were a person what would you think of him/her?
_____________________________________________
9. What is the first think that comes into your mind when you think of cranberry juice?
_____________________________________________
ii

19. Media Name Specs Cost per Ad Frequency Duration Total Ads Audience Cost
Detailed Budget
Magazine Mujer Hoy Full page - Colour 7.500,00 € weekly 2 weeks 2 1.877.000 20.000,00 €
home, microsite, 617.000 unique
Online Mujeyhoy.com newsletter 11.000,00 € daily 1 month 617.000 users 6.000,00 €
Above the Line
Radio Cadena 100 Cuña 20" 81,60 € three days a week 13 weeks 52 85.000 4.243,20 €
Events 100% Mujer Flexible - € every day 1 month - - 0,00 €
Line
5 x 1/2 day
Below the
Samples Promoservis (Saturday morning) 84,95 € once a week 13 weeks (5 x 13) = 65 - 5.522,00 €
Sub Total 35.765,20 €
10% Contigency 4.000,00 €
Total 39.765,20 €
iii

20. Magazine: Mujer Hoy
Potential design
iv

21. Club de Probadores (Sampling Club)
Ocean Spray Microsite in www.mujerhoy.com
Potential design
v

22. Sponsorship - 100% Mujer
For one month in Valencia Cadena 100 FM will hold a series of promotional
activities targeted, as the name suggests, exclusively at women.
The event focuses entirely on women and their role in all aspects of daily life.
It will include a series of hands-on activities such as sport events, fashion and
beauty sessions and wellbeing seminars, with the aim of enhancing and
empowering the role of women in today's society .
The sponsorship includes:
- Sponsor's name throughout the promotional radio campaign to be held
during the week preceding the event.
- Sponsors logo on all marketing collateral associated with the events;
newsletters, press releases etc.
- Banners and posters at chosen events.
- A campaign of 20 second radio adverts on Cadena 100 FM throughout the
event.
vi

23. Report produced by Messum Export
On behalf of Jasa Internacional S.A.
Tel: 675 367 683
Email: info@messumexport.com