BE CAPTIVATED

SWOT ANALYSIS

Strengths• Twist cap - unique selling point• Fresh vitamins• No artificial flavors• Notion that consumers are trying to be fit

Weaknesses• Inability to find caps in same distribution centers

as the full package• Concept of product is initially unrecognizable• Labels are too busy• The availability of the water just by itself• Can be seen as overpriced• Tagline is not catchy enough

SWOT ANALYSIS

Opportunities• Use the twist cap as a unique selling point• Green movement• Notion that consumers are trying to be fit• Ability to target very niche markets

SWOT ANALYSIS

Threats• Cap idea can be copied• Similar idea to established brands• Consumers are more likely to choose a product

they are familiar with

SWOT ANALYSIS

Main Competition• Gatorade & PowerAde• Vitamin Water• Propel• SoBe Life Water• Mio

COMPETITORS

• Personal Interviews• Surveys

STRATEGIES

Survey Results• 86 % of the respondents answered that they have yet to

try Activate• 59 % believe that the cap feature with the fresh vitamins

would be beneficial• A majority of the respondents found the cap to be one of

the most distinguishing features of the product

PRIMARY RESEARCH

Personal Interviews• The Activate concept is appealing to both genders• Most people consider the vitamin cap to be a feature

that would make Activate worth purchasing

PRIMARY RESEARCH

Which area of the image stands out the most?

• Scholarly Journals• Social Media• Blogs• Market Research

SECONDARY RESEARCH

• Activate drinkers are extremely active on online platforms• The packaging is appeals more to women• Little emphasis on the separate sale of the caps• Activate needs to expand to other locations based on the

demand of consumers

FINDINGS

“Trendsetters”• Age 20-30• Gender: Both• Income Level: Mid-Upper• Education Level: Bachelor’s Degree+• Reside in Urban Areas• Impulsive Consumers

TARGET MARKET

Trendsetters• Enjoy physical exercise and outdoor recreation• Environmentally conscious • Lead a healthy lifestyle• Enjoy networking and building connections• Interested in music• Seek new experiences

TARGET MARKET

• Increase brand awareness Increase brand awareness amongst young adults by focusing on inducing trial of Activate products.

• Develop a favorable brand image by placing emphasis on three main areas:– Being green– Ease and portability– Increased health benefits from saving vitamins in the

cap until consumption• Increase sales by benefiting especially from taking

market share from competitors (versus benefitting from industry growth)

• Take the Activate brand to two additional metropolitan locations: Miami and New York City.

MARKETING OBJECTIVES

• Awareness Objective: to increase target market’s awareness of the Activate brand by inducing trial of the product.

• Knowledge Objective: : to make target market aware of the benefits of the cap of Activate products.

• Attitude Objective: : establish Activate as a lifestyle brand that cares about the same issues as the target market.

COMMUNICATION OBJECTIVES

“BE CAPTIVATED”

COMMUNICATION MESSAGE

• Timing: May 2011 to May 2012• Includes traditional media and multiple forms of

alternative media• Continuous: Pandora, email, iPhone app• Flighting (6 months): print ads, Hulu ad, Youtube ad,

motion billboards, “Cap Tree”, yoga mats

MEDIA PLAN

Media Objectives• Surround our target market in places that are perceived

to be green and healthy• Sustain awareness of Activate brand by reaching at least

1.5% of Activate drinkers at least twice a week• Create a positive brand image in current and new

locations

MEDIA PLAN

CREATIVE

LABEL RE-DESIGN

PACKAGING

TRADITIONAL MEDIA

PRINT ADS

PRINT ADS

PRINT ADS

INTERNET

INTERNET ADS

INTERNET ADS

INTERNET ADS

MISC.

EMAIL

ALTERNATIVE MEDIA

Cap Tree

OUT-OF-HOME MEDIA

PROMOTIONS

BUDGET

Deepthi CauligiKyndal HargrowAndrew Meschke

Beatrice PoonChloe SykesBurcu YildizEugene Yip

THANK YOU