San Pellegrino

Presented By Roots Media

Goals, Time Frame and Budget

Marketing Goals - Increase sales by 10% Communication Goals - 80% comprehension, - 45% conviction Time Frame - January to December 2016

Budget - $15 million

Competitor Analysis

Strengths -Variety of flavors -Owned by Nestle -Thrive in the global marketplace -Consumers index high in brand loyalty

Weaknesses -High price -Awareness since reformulation in 2009 is almost nonexistent -Only contains 13-18% real juice

Opportunities -Health benefits compared to soda -Expansion to more groceries -Upscale sparkling beverages are being consumed as an alternative alcohol

Threats -Cheaper competitors -Increasing interest in sugar free drinks -Worldwide droughts may create a fruit shortage

SWOT Analysis

Research Primary - Qualtrics Survey

Secondary -  Simmons OneView -  -SRDS

Brand Value Proposition Functional Benefits -Provides consumers with a crisp, fruity experience with a taste that is unique to its product line. -Compared to other carbonated water based beverages, water used by the Pellegrino brand is enriched with the mineral sulfate

Emotional Benefits -Consumers can be confident in making a purchase that will benefit them in the long run. -San Pellegrino is often used as an alternative to alcoholic beverages, which provides our consumers with a safe drink that they can trust if a selection without alcohol is desired.

Self-Expressive Benefits -San Pellegrino is associated with a life of luxury and travel. -San Pellegrino is an indicator of a life of affluence and ensures consumers that they are choosing a product that fits their lifestyle.

Target Profile

Rachel Age: 32 Chicago, IL

Nancy Age: 26 Boston, MA

Kelly Age: 40 Scarsdale, NY

Key Insight

Women in our target market want to be perceived as distinguished and classy, yet conscious of what they are consuming.

Campaign Strategy

Problem: How do we get San Pellegrino into the minds of our target consumers as a product that they can rely on and trust will represent their lifestyles?

Our Promise: San Pellegrino is a drink that our consumers can count on in flavor, versatility, health, and an association with a lifestyle of affluence.

Big Idea

“How do you say ______ in Italian?”

Magazine Advertisements



Transit Advertisements

Transit Advertisements

Los Angeles

Boston, Chicago, New York City

Direct Mail

Online Video

Geographic Scope, Reach and Frequency

-National -Effective Reach: 80 -Effective Frequency: 5 Through our carefully selected media vehicles we want 80% of the target market to have an opportunity to see the advertisements 5 times

Media Strategies and Vehicle choices -Pulsing Strategy

-Magazines

Websites-

Media Budget -10% of the budget is allocated to Production and Web Ads -9% dedicated to direct mail -We expect to spend most of the money on print and transit ads especially in the months of May, June, and July -Of the $15 million Roots Media was granted, we expect to spend less than $14 million

Brand Activation

“Find Your Italy” “How do you say ___ in Italian?”

Evaluation -Increase Sales by 10%, -Comprehension by 80%, -Conviction by 45% -We predict that we will be able to achieve these objectives with advertisements placed in our carefully selected media vehicles and our brand activation techniques.

We Thank You