media planning

1. Minute Maid
Orange Juice
Early Birds

2. AGENDA
● Introduction
● Target Audience
● Media Objective & Strategies
● Communication Goals
● Media Selection & Rational
● Flowchart & Cost
● Summary

3. INTRODUCTION

4. INTRODUCTION
--Background
Minute Maid Pulpy Orange
“Refreshingly Orange, Surprisingly Pulpy”
A Naturally refreshing Juice
● Real Orange Pulp
● One of the world’s largest juice drink brands
➢ Orange juice reigns as king of the mass market, with $2.6 billion
in sales for 2013 Financial Year.

5. INTRODUCTION
--Situational Analysis
Strength
1. Excellent branding and
advertising
2. Excellent distribution and
availability
Weakness
1. Slightly higher price
2. Obvious seasonality
3. More conscious about
the freshness
Opportunity
1. Growing consumer
awareness of health drinks
2. Big budget for
advertisement
3. High Brand recognition
Threats
1.Threat from other drinks
competitors
2.Growth of different types
of fruit juices

6. INTRODUCTION
--Competitive Analysis

7. Tropicana
Minute Maid
Citrus World Inc
Other brands
INTRODUCTION
--Competitive Analysis

8. INTRODUCTION
--Competitive Analysis

9. Create awareness for the Pulpy product
Increase overall Minute Maid sales by 3 additional share
point by end of 2015
● Increase market share month over month
● Increase consumer awareness (65% to 75%)
● Increase sales by 10% for overall franchise
Introduction
--Business Objectives

10. TARGET AUDIENCE

11. TARGET AUDIENCE
Number of children:
1-3: (140)
5+ : (135)

12. TARGET AUDIENCE
Media usage:
Internet: Highly (132)
TV: All Day Lightly (103)
Early & Late Fringe
Moderately(112)
Magazines Lightly(104)
Outdoor: Lightly (101)
Psychographics:
Family Orientated:
● Enjoy time with my family: 102
● I enjoy watching kids’ tv shows
with my children: 125
● My children have a significant
impact on the brands I choose:
122
Network Reliance:
● The Internet has changed the
way I get information about
products and services 130
● Using a computer: visit social
sharing/networking websites 126
● The internet helps me to become
an expert in my things: 117

13. MEDIA

14. MARKETING OBJECTIVES
● Increase Market Share by 3%
● Increase Average Customer Spending
● Increase the Number of Website Traffic by
20%
● Successfully launch the new product Minute
Maid Pulpy
● Enlarge the customer segment

15. COMMUNICATION GOALS
A reach of 75% at a 4+ frequency against adult 25-54
● A high “Reach” is necessary due to:
1. Minute Maid Pulp is a new product
2. Orange juice is a mass market product
3. Minute Maid is facing severe competition from more
than 10 brands

16. MEDIA STRATEGIES
Media:
TV (concentration), Print (fully coverage), Digital Marketing,Outdoor
Place:
South (99): Try to increase awareness
Midwest (103): Try to increase sales
Time:
● TV: In order to maximize the effect of the advertising and due to the limited
budget, we focused on four specific months.
March-Launching the new pulp orange juice
June-Summer Start, Camp Season
September-Back to school
December-Holiday season
● Magazine: In order to maintain the exposure of the product, and due to the
lower cost, a fully coverage strategy is adopted for magazine.

17. MEDIA MIX
● TV(60%): Most influential, high reach and high price
● Magazine(20%): Low price, maintenance of exposures, compensation for the gaping
space of TV audiences
● Internet(12%): Low price, TA’s high usage, cost-efficient, attractive to young people
● Outdoor: Low price, durable effect, the nearest effect to purchase process both in
time and space

18. TV

19. TV SELECTION & RATIONAL
● Vertical %: Higher vertical percentage indicates that
more people who drink orange juice are watching the
program.
● Cost: Due to limited budget, we seek through cost
effective selection mix.
● Index: Higher index means people in this definition are
more likely to be our TA.

20. Early Morning
Time: 6:00AM-10:00AM
Audience:All-Family
Advantage:
1.Higher Index than other dayparts
2.Breakfast Timing, stimulate TA buying our product.
Example of shows:
CBS: This Morning (The latest news.)
ABC: Good Morning America (News and entertainment.)
Network TV
Day time
Time: 10.00AM-4.00PM
Audience: People stay at home in day times. ex: mothers at home
Advantage:1.Target people who is responsible for the grocery shopping
specifically. 2. Lower cost.
Example of shows:
ABC: Who Wants to Be a Millionaire
Contestants try to win a million by
answering pop culture and general knowledge trivia questions.
FOX: The Dr. Oz Show
Discuss viewers' health-and-wellness concern

21. Cable TV
Prime Time
Time: 8pm-11pm
Audience: Depends on different channels
Advantage:
1. Most cost effective
2. Target specific group of people.
Example of Shows:
DISNEY(116): Dog With a Blog
A sitcom that is told from the pup's perspective
NICKELODEON(116): NINJA TURTLES
Cartoon
TBS(111): The Big Bang Theory
A sitcom about four genius engineers in California

22. FLOWCHART & COST - TV Q1
Budget of Q1 2015 January February March
TV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $16,386 30 40 40 35 30
Day $9,195 30 40 40 35 30
Cable Prime $10,364 30 40 40 35 30
Total Week GRP 90 120 120 105 90
Total Month GRP 435
Total Cost $1,078,350.00 $5,212,025.00
Parents $198,180
3/11
Scholastic Prt&Chl $50,985
2/14 3/27
Nat’l Geo Kids $113,030
3/18
Experience Life $50,100
3/15
Shape $198,733
2/24 3/23
Maxim $253,890
2/18 3/24
Every Day RachaelRay $163,000
3/11

23. FLOWCHART & COST - TV Q2
Budget of Q2 2015 April May June
TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 20,258 20 20 17 17 17 17 20 20
Day $ 9,421 20 20 17 17 17 17 20 20
Cable Prime $ 11,934 20 20 17 17 17 17 20 20
Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60
Total Month GRP 222 222
Total Cost $3,079,362 $3,079,362
Parents $198,180
4/7 5/13 6/10
Scholastic Prt&Chl $50,985
4/28 5/29
Nat’l Geo Kids $113,030
4/21 5/27
Experience Life $50,100
4/15 5/15 6/15
Shape $198,733
4/21 5/19 6/22
Maxim $253,890
4/22 5/20 6/30
Every Day RachaelRay $163,000 4/7 5/13 6/9

24. FLOWCHART & COST - TV Q3
Budget of Q3 2015 July August September
TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 16,970 20 20 20 17
Day $ 9,238 20 20 20 17
Cable Prime $ 10,897 20 20 20 17
Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51
Total Month GRP 231
Total Cost $3,114,041
Parents $198,180
7/8 8/5 9/9
Scholastic Prt&Chl $50,985
8/22 9/28
Nat’l Geo Kids $113,030
7/7 8/12 9/15
Experience Life $50,100
7/15 9/15
Shape $198,733
8/11 9/14
Maxim $253,890
8/12 9/15
Every Day RachaelRay $163,000
8/5 9/9

25. FLOWCHART & COST - TV Q4
Budget of Q4 2015 October November December
TV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 14,837 17 17 20 20 17 18 20 20
Day $ 8,828 17 17 20 20 17 17 20 20
Cable Prime $ 12,837 17 17 20 20 17 18 20 20
Total GRP 51 51 60 60 0 0 0 0 51 53 60 60
Total Week Cost 222 224
Total Cost $2,701,148 $2,728,822
Parents $198,180
10/6 11/10 12/9
Scholastic Prt&Chl $50,985
10/23 11/24
Nat’l Geo Kids $113,030
10/20 11/24
Experience Life $50,100
10/15 11/15 12/15
Shape $198,733
11/17
Maxim $253,890
10/14 11/18
Every Day RachaelRay $163,000
10/14 11/18

26. TV Spending ---- 2015
Total Cost of TV: $ 20,993,110
Series3, 1, $0
Series3, 2, $1,050,000
Series3, 3, $4,620,000
Series3, 4, $2,730,000
Series3, 5, $0
Series3, 6, $3,150,000
Series3, 7, $0Series3, 8, $0
Series3, 9, $3,150,000Series3, 10, $3,150,000
Series3, 11, $0
Series3, 12, $3,150,000

27. PRINT

28. MEDIA SELECTION & RATIONAL
Print
-Index: High index indicates that the readers are more likely to drink
orange juice.
-Drinker Population: We choose the magazines with higher drinker
population in order to maximize the awareness and thus sales.
-Cost Per Thousand(CPM) : Lower CPM suggests that the magazine is
more cost effective.
-Relevance: We choose magazines which are more relevant to the
orange juice
-Different segments of audience: We choose the magazines that
have different target audience in order to increase reach and sales.

30. Parents
Audience: Women with young children
Content: Scientific information on child development
geared to help parents in raising their children
Rational: Helping moms maintain a sense of self with
beauty, fitness and nutrition information.
National Geographic Kids
Audience:Children under kindergarten age (6-14)
Content: Animals, entertainment, science, technology,
current events, and cultures from around the world.
Rational: Makes it fun to learn about the world.
Scholastic Parents & Child
Audience: Parents with children who go to school
Content: Book recommendations, homework help, and more
to help make learning fun.
Rational: Attract parents to buy the orange juice for their
children.

31. EveryDay Rachael
Ray
Audience: Women
who like cooking
Content: Teach how
to cook, recipe
Rational: Love life,
eat healthier
Shape
Audience:Active, professional
women
Content: Beauty, fashion,
fitness,
nutrition, health,
psychology, travel, career,
relationships, and home
Rational: Achieve a healthy,
happy, balanced life
Maxim
Audience: Young man
Content: Fitness, sports
Rational: Build the
business on multiple
dimensions
Experience Life
Audience:People who
need a healthy life
Content:Fitness, nutrition
and emphasizes how better
health and fitness can
contribute to a happier
balanced life.
Rational: Healthy way of
life

32. FLOWCHART & COST - Magazine Q1
Budget of Q1 2015 January February March
TV Media CPP of Q1 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $16,386 30 40 40 35 30
Day $9,195 30 40 40 35 30
Cable Prime $10,364 30 40 40 35 30
Total Week GRP 90 120 120 105 90
Total Month GRP 435
Total Cost $1,078,350.00 $5,212,025.00
Parents $198,180
3/11
Scholastic Prt&Chl $50,985
2/14 3/27
Nat’l Geo Kids $113,030
3/18
Experience Life $50,100
3/15
Shape $198,733
2/24 3/23
Maxim $253,890
2/18 3/24
Every Day RachaelRay $163,000
3/11

33. FLOWCHART & COST - Magazine Q2
Budget of Q2 2015 April May June
TV Media CPP of Q2 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 20,258 20 20 17 17 17 17 20 20
Day $ 9,421 20 20 17 17 17 17 20 20
Cable Prime $ 11,934 20 20 17 17 17 17 20 20
Total Week GRP 60 60 51 51 0 0 0 0 51 51 60 60
Total Month GRP 222 222
Total Cost $3,079,362 $3,079,362
Parents $198,180
4/7 5/13 6/10
Scholastic Prt&Chl $50,985
4/28 5/29
Nat’l Geo Kids $113,030
4/21 5/27
Experience Life $50,100
4/15 5/15 6/15
Shape $198,733
4/21 5/19 6/22
Maxim $253,890
4/22 5/20 6/30
Every Day RachaelRay $163,000
4/7 5/13 6/9

34. FLOWCHART & COST - Magazine Q3
Budget of Q3 2015 July August September
TV Media CPP of Q3 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 16,970 20 20 20 17
Day $ 9,238 20 20 20 17
Cable Prime $ 10,897 20 20 20 17
Total Week GRP 0 0 0 0 0 0 0 0 60 60 60 51
Total Month GRP 231
Total Cost $3,114,041
Parents $198,180
7/8 8/5 9/9
Scholastic Prt&Chl $50,985
8/22 9/28
Nat’l Geo Kids $113,030
7/7 8/12 9/15
Experience Life $50,100
7/15 9/15
Shape $198,733
8/11 9/14
Maxim $253,890
8/12 9/15
Every Day RachaelRay $163,000
8/5 9/9

35. FLOWCHART & COST - Magazine Q4
Total cost of Magazine: $6,986,488
Budget of Q4 2015 October November December
TV Media CPP of Q4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Early Morning $ 14,837 17 17 20 20 17 18 20 20
Day $ 8,828 17 17 20 20 17 17 20 20
Cable Prime $ 12,837 17 17 20 20 17 18 20 20
Total GRP 51 51 60 60 0 0 0 0 51 53 60 60
Total Week Cost 222 224
Total Cost $2,701,148 $2,728,822
Parents $198,180 10/6 11/10 12/9
Scholastic Prt&Chl $50,985 10/23 11/24
Nat’l Geo Kids $113,030 10/20 11/24
Experience Life $50,100 10/15 11/15 12/15
Shape $198,733 11/17
Maxim $253,890 10/14 11/18
Every Day RachaelRay $163,000 10/14 11/18

36. INTERNET

37. INTERNET
● Target Customer has Highly Usage of Internet
(Index:132)
● 68% of our TA use social media, and tend to use more
than 3 times a day. (Index:121)

38. TIME SUGGESTION
Emphasize Period:
● Early March: Debut Period
● Placing newspaper FSIs at 3/8, 6/28, 9/13
● Early April: Free sample in store
● Sponsored NYC Marathon: 11/1

39. Internet Ad Suggestion
Banner & Email Ads-form are most effective:
Our TA often purchase through banner Ad(145)
and Email Ad (117)

40. RECOMMENDED WEBSITE
● Shopping Website(121)
Amazon, Target, Boxed.com
● NEWS Website(117)
New York Times, BBC.com
● Video/TV Website(115)
Youtube, hulu TV
● Social Website (121)
Facebook

41. SEARCH
Rational:
Target customers are heavy users of Internet
Over 80% Internet users are searching online
“Search” is the #1 traffic driver to website
Suggested Key words:
Brand associated:
“Minute Maid”, “orange”
“orange juice”, “juice”
Competitor associated:
“Tropicana”, “Simply Orange”, “Florida’s Natural”
Category associated:
“pulpy”,”plupy”, “pulp”, “squeezed” , “fruit juice”
Awareness associated:
“Vitamin C”, “Breakfast” , “Health”
Total Cost of Internet:$ 4,200,000

42. OUTDOOR

43. OUTDOOR
● Out-of-Home advertising is on 24/7/365 with no programming
between ads. “Out-of-Home is able to reach 96% of Americans
each week.”
A 25-54 • 72% travel by car (alone or carpool) •17% take the bus (Nielsen)
● Large Billboard (“Billboards are the most viewed OOH media.
Roughly two-thirds of travelers have seen a billboard advertisement in
the past month”)
● Gas Station
25-54 Orange Drinker
ADS - NOTICED PAST 30 DAYS: LARGE Billboards Index: 108, Vertical% 45.7%
ADS - NOTICED PAST 30 DAYS:GAS STATIONS Index: 109, Vertical% 39.9%
Source: Scarborough, Arbitron Out-of-Home Advertising Study

44. OUTDOOR
Total Cost of Outdoor:$ 2,800,000
Large Billboard Gas Station
Advantage •Most impactful OOH
•cost effective
•point of purchase
•cost effective
Unit Large(14’ x 48’)
$1,500 - $30,000 per
location
-106ads
Gas Pump Top(30"
W x 15" H)
$395 - $695 per
gas station
-2055 ads
Location South:Highway
Urban cities
Midwest
Midwest:
Urban & Rural
Impression 20,000 to 50,000 per
location per day
3,000 to 7,000 per
ad per day

45. SUMMARY
Percentage Budget Actual Spending
TV 60.00% $21,000,000 $20,993,110
Magazine 20.00% $7,000,000 $6,986,488
Internet 12.00% $4,200,000 $4,200,000
Outdoor 8.00% $2,800,000 $2,800,000
Total Cost 100.00% $35,000,000 $34,979,598
Remaining $20,402
Media Performance:
TV: 78% Reach Frequency:4.5 (product Launch)
63% Reach Frequency:2.5 (other months)
Magazine: 5,839,452 total circulation
Internet: Select the most effective types of Ads.
Select the highest index websites.
Outdoor: Reinforce messages that
customers(commuter/travelers) are
exposed before and direct them to the store
Therefore: High Reach high awareness should generate high sales
Reach targets at different activities--maintain the exposure

46. Q&A