Final Final Cap 210 project
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Transcript of Final Final Cap 210 project
Clever Caps
Kathryn Leavy
CAP 210-03
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Table of ContentsExecutive Summary……………………………………………………………………… 3
Overview……………………………………………………………………………………………… 3
Situation Analysis…………………………………………………………………… 4
Historical Content……………………………………………………… 4
Market Analysis…………………………………………………………………4
Competition……………………………………………………………………………5
Communication Objective…………………………………………………………6
Product Name & URL………………………………………………………………………6
Budget………………………………………………………………………………………………………6
Target Audience………………………………………………………………………………7
Demographics……………………………………………………………………………………………… 7
Psychographics………………………………………………………………………………………… 7
First Person Statement…………………………………………………………………… 7
Key Insights…………………………………………………………………………………………………………… 8
Ad Strategy……………………………………………………………………………………………………………… 8
Creative Brief………………………………………………………………………………………… 8
Media Plan…………………………………………………………………………………………………… 11
Gantt Chart………………………………………………………………………………………………… 14
Value Proposition……………………………………………………………………………………………… 15
Functional…………………………………………………………………………………………………… 15
Emotional……………………………………………………………………………………………………… 15
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IMC Promotional Plan……………………………………………………………………………………… 16
Conclusion………………………………………………………………………………………………………………… 20
Executive Summary
This advertising plan for Clever Caps focuses on a business-to-business type
of communication. The following describes the specific target audience
being children beverage companies, including key insights such as being
unique to other beverage companies. Through this plan, Clever Caps will
be seen as fun, creative, and educational to the beverage companies and
their potential customers. Further advertising tactics are explained in order
for Clever Caps to reach total success.
Overview
Clever Caps are eco-friendly bottle caps that share a purpose of mounting
blocks once it is done being used as a bottle cap. The mounting caps work
with other Clever Caps and also Lego blocks. The caps leave the factory
with two lives and are eco-friendly by reusing of the product, rather than
recycling. Clever caps was designed and developed by Claudia Patrick
Vollers and Henry Suzuki of the Brazilian company, Clever Pack in 2010.
Clever Pack created this product to have a creative and efficient beverage
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closure system. They believe that Clever Caps is a way of adding value to
something, and doing it in a sustainable way.
Situation Analysis
Historical Context:
In past product use, Clever Caps has had more popularity than anything.
Clever Caps have been utilized in Augua Petropolis PET water bottles in
Brazil. They also have further licensing deals being created in the near
future. Clever Caps has also been recognized for its design, winning a series
of awards for the creators’ ideas. From this, Clever Caps can be bought as a
souvenir at the famous Design Museum in London. Through notability and
media buzz, Clever Caps was able to start the product life in Brazil, and
begin the process of making the product universal.
Market Analysis
The Clever Caps falls under the categories of beverage seals and children
toys. What drive these categories are beverage companies in need of new
packaging and creative and young beverage consumers. Beverage
companies that are eco-friendly and use creativity with their packaging
would have a lot to gain from Clever Caps.
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Creative and young beverage consumers are also a leading factor of the
categories. Parents are looking for a tasty and healthy beverage for their
children to consume, while the children are searching for something fun
and creative in anything, including what they drink. The Clever Cap was
created to appeal to any age that is looking for making anything fun and
creative with their product.
Established Product Needs:
- Beverage companies that want to be different from the rest
- Creative packaging
- Appealing to the creative consumer
Competition
Since Clever Caps is such a new and unique product, there aren’t a large
number of competitors for this product.
Direct:
- Building Cap: similar to Clever Cap, but is only compatible with other
Building Caps.
- Good 2 Grow character caps: these beverage caps are not reused as
mounting blocks, but rather they are character heads of famous
children cartoon character
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Indirect: other creative and unique beverage packaging
Communication Objective
Clever Caps are a cheap and entertaining way of becoming eco-friendly.
The product leaves the factory with two lives and the consumer can gain
more and more by purchasing the product overtime. The cap is different
than any other beverage seal out there. It is a way of making something so
boring as drinking water, juice, or soda into something creative, fun, and
educational. Since Clever Caps is already popular and known in Brazil, the
goal is to increase 50% awareness of the product in the United States by
January 1, 2015, and a 30% increase in usage.
Product name: Clever Caps
URL:
http://www.cleverpack.com.br/clever-caps/en/quem-somos.html
FACEBOOK:
https://www.facebook.com/pages/CleverCaps/445927498856108
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Budget: N/A
Target Audience
Demographics: N/A (Business to Business)
Psychographics: Beverage companies that are geared towards healthy
children juices. The business thrives off of creativity and unique
characteristics with their product. Enjoys having their product and
packaging being eco-friendly. Looking for a certain packaging concept to
set their children beverage aside from the rest of the competition.
First Person
“Hello, I am Seth Goldman, President and teaEO of Honest Tea. My
beverage company is known for its healthy adult teas and juices that are
bottled and sold in grocery stores. Our newest product is Honest Kids
organic juice drink. Although the drink is already popular with parents, the
children have yet to take to the juice. The beverage bottles are all
recyclable, so I support eco-friendly products. I am looking for something
that will set my product apart from the rest of children drinks and make
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mine more popular with kids. Our drinks are all healthy and inexpensive.
To hide the fact that the Honest Kids drinks are healthy, I need something
to make kids want to drink it over all of the other unhealthy juices. Mainly,
I need something to make the product fun and more appealing to children.”
Key Insights
This children beverage company needs something to set their business
aside from their competitors. They are looking to use creativity in the drink
packaging to have their product appeal more to children. Also, going with
the theme of making their product unique, they enjoy eco-friendly
concepts to give more credit to the company.
Ad Strategy
Creative Brief
Background:
Clever Caps is an eco-friendly bottle cap that provides the target audience
with a new and creative way to package their beverage products. The
Clever Caps can be seen as fun, creative, and educational for all types of
people that would be attracted to the beverage business product. Different
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than any other beverage business bottle caps, Clever Caps can set a whole
new standard for packaging in this industry.
Audience:
The target audience is beverage businesses whose drinks are primarily
geared towards children and their nutrition. The product is sold out of
grocery stores or super stores. They are focused on appealing their
beverage to children, so they can be set aside from the rest of the
competitors. They enjoy creative packaging and are also an eco-friendly
business. The business strives to be unique from the rest of the children’s
beverages out on the market.
Objectives:
For Clever Caps, the first objective is to create awareness to all juice and
pop companies that have a focus on young children as a consumer. The
second objective is to focus on achieving popularity of Clever Caps through
not only the beverage companies, but also parents with children.
Core Message
“This beverage experience can be fun, creative, and educational!” The
mission is to appeal Clever Caps to children beverage companies who
would be the first to make a beverage a toy. Not only is the beverage
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healthy, but also with including Clever Caps as packaging, it builds the
cognitive and fundamental skills of children’s developing minds. Clever
Caps will give the beverage business a whole new target audience when it
is being utilized in the business.
Brand Perception
Clever Caps brand perception will be efficient, but fun and creative. The
product, to which the beverage company uses, will be seen as something
that has never been developed and sold in stores before.
Strategy:
The campaign will demonstrate the efficiency and uniqueness Clever Caps
compared to anything else on the market. It will portray the fun and
educational ways that will benefit the target audience’s customers, along
with their own business. The target audience will get the sense that they
will be the top dog in the beverage industry when they accept Clever Caps
into their business.
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Media Plan
Media Mix
Social Media: Facebook, Twitter, Instagram, and Pinterest will be
utilized to spread the awareness of Clever Caps to beverage businesses and
the public. By making the public aware of the creative ways will show the
beverage businesses the possibilities of increasing their popularity through
adding Clever Caps to the packaging system. It will also allow the
consumers of the beverage to interact with Clever Caps on a larger basis
than just purchasing the product.
Direct Mailing: For this type of business-to-business plan, direct
mailing will be the main source of success for Clever Caps when promoting
towards the beverage businesses. Clever Caps will be able to efficiently
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reach and be personable towards the target audience businesses without
spending much money.
Print Media: Through business magazines and newspapers, Clever
Caps will be able to gain a larger audience through the readers of the print
media. Usually, up and coming products are seen in this type of medium
and can successfully create a want for Clever Caps in beverage companies
that are also being featured.
Event Sponsorship: Clever Caps will be able to sponsor events
specific to newly developed packaging designs or useful inventions. By
sponsoring these types of events, Clever Caps will be the first product seen
and heard by the attending business representatives, and it will give more
credit to the product.
Product Placement: For beverage businesses to see Clever Caps in
action, product placement in television shows is an efficient way to show
the potential of the product to the target audience. Clever Caps will then
be able to be portrayed as fun, creative, and educational with characters
that are drinking the product or using the caps as mounting blocks.
Seasonality
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Clever Caps is on a continuous schedule. Since beverage companies are
always growing, expanding, and developing, it is important to stay current
with the advertising and promotion of Clever Caps. Social media and direct
mail advertising will be done year-round, while event sponsorship, print
media, and product placement will be pulsing throughout the year.
-Social Media: Constant
-Direct Mailing: Constant
-Print Media: Every other month to give time for new business
developments
-Event Sponsorship: Every three months; May vary due to what
events are available during certain months
-Product Placement: March-May and September-November based on
the new seasons and popular airdates of television shows.
Geographic Focus
For Clever Caps, the geographic focus is the United States. The focus is so
broad due to various children beverage companies being so widely spread
throughout the country. It is impossible to more define the geographic
focus for this certain product.
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Gantt Chart
2014-2015
Jan Feb March April May June July Aug Sept Oct Nov Dec
Social
Media
Direct
Mailing
Print Media
Event
Sponsorship
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Product
Placement
Value Proposition
Functional
Clever Caps provide the target audience an efficient sealant cap for
beverages. The beverage business is able to become eco-friendly with the
use of Clever Caps. The mounting caps become even more functional since
they are compatible with each cap and Legos.
Emotional
Clever Caps would make the beverage business unique compared to the
rest of the competition. It brings fun, creativity, and education to
consuming the specific beverage.
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IMC Promotional Plan
Social Media
Facebook, Twitter, Instagram, and Pinterest offer so much interaction
between Clever Caps and the target audience. Daily and strategic postings
on each of these websites offer efficient and low cost advertising that the
target audience will be able to reach in the matter of seconds.
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Print Media
Clever Caps will be featured in magazines such as: Packaging World,
Packaging Digest, and Food and Beverage Packing. It will be advertised
every other month in order to save some money and be able to use a
variety of advertising tactics for success. Each of these magazines will reach
beverage and other companies that would be interested in using Clever
Caps.
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Event Sponsorship
Clever Caps will sponsor events similar to the American Packaging Summit.
It takes place March 24 and 25, 2015 in Chicago, IL. Clever Caps will gain
attention from the numerous business representatives that are looking for
the new and upcoming packaging techniques. Signs and posters will be
placed strategically throughout the venue. Also, there will be a Clever Caps
display in which interested companies may come and interact with the
product.
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Direct Mailing
Using direct mail will reach the target audience in the most efficient way.
Clever Caps will be able to personalize the message to each business in
which could potentially be interested in using Clever Caps with their
product. Also, Clever Caps can communicate their message in a quick and
easy way to the target audience in order to receive multiple offers on their
product.
Product Placement
Clever Caps will strategically be placed in popular television shows such as
Modern Family and other family oriented shows. In the TV shows, Clever
Caps will be portrayed with some type of beverage and it can show the
target audience how this product could potentially help their business. This
tactic may even catch the eye of the business people when they are outside
of their work environment. Product placement will occur from September
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to November and March to May because those months are when new TV
seasons usually begin
Google AdWords
Using Google AdWords is a good opportunity for businesses to gain more
notice through using Google as a search engine. The Clever Cap phrases
will be: “Mounting bottle caps,” “Creative bottle caps,” and “Building blocks
and bottle caps.” These phrases were chosen because it is what the target
audience would most likely search if they didn’t remember Clever Caps as
the product name. If and when these phrases were searched in Google, all
websites referring to Clever Caps would automatically appear, making it
much easier for the target audience to find online.
Conclusion
This ad campaign is set up to promote and gain awareness of Clever Caps
and how it makes any beverage company unique to others. What this plan
portrays is Clever Caps being fun, creative, and educational, which no
beverage cap has yet to accomplish. Overall, this ad plan will be efficient to
attracting the target audience to potential popularity and various
opportunities in which Clever Caps could bring to their company.
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