Planbook Draft

8/14/2019 Planbook Draft

1/23

Table of Contents:

Executive Summary#

Industry Overview..#

Situation Analysis...#

Historical Overview#

Consumer Research#

Market Segment..#

Advertising Strategy#

Creative Strategy.#

Media Plan...#

Print Advertisements.#

Television Storyboard...#

Radio Advertisement.#

Promotions and Public Relations#


2/23

Executive Summary

Premise: Summary of Information in Plan

Summary of Ad ObjectivesSummary of Ad Strategy

Industry Overview

History, Trends, and Outlook

The 1960s have ushered in a time of both nationalism as well as a strong counterculture evident in the emergence of the Vietnam War and youth who do not followmainstream values. This younger generation is ready to live.

The Baby Boom after World War II has created 70 million teenagers and youngadults who continue to change our American way of life. The movement awayfrom the conservative fifties continues and influences revolutionary ways ofthinking and real changes in the cultural fabric of America.

Now, this younger generation is ready to live on the edge and in doing soconsumer products that their parents did not, like Bawls Guarana energy drink.

Competition

The primary competition to Bawls Guarana is Mountain Dew. Bawls Guarana

also faces competition from secondary competitors like Coca Cola and coffee.

These beverages all contain caffeine, however they do not pack as much caffeineas Bawls Guarana nor do they have a great taste, or marketed to an on-the-goyounger generation.

Situation Analysis

Historical Overview

Bawls Guarana is a very young product in a young product market. Itsexperienced great success among technologically savvy youth who want to stayawake and like the taste and high amounts of caffeine Bawls has to offer.

2


3/23

Indigenous Brazilians first recognized the energizing effect of the guarana berrythe key caffeinated ingredient in Bawls. It contains 2.5 times the amount ofcaffeine as a coffee bean.

Popularity of energy drinks started in the late 1990s with Red Bull. They havesince caught on among young people and professionals who recognize the highamounts of caffeine as a source of energy.

Consumer Research

Advertising Objectives

Advertising Strategy

Creative Strategy

Media Plan

Media will be split into both traditional and other media.

Traditional media will include television, magazines, and radio.

Other media will include billboards, sports arenas, bumper stickers, andtransportation vehicles.

Promotions and Public Relations

3


4/23

Industry Overview

History

The caffeinated beverage industry continues to evolve over time,since its conception of Coca Cola in the 1880s. Since then,companys have scurried to get their product on the market.Post Depression and World War II, the economy is seeing

better times. People are more willing to spend money. Plannedobsolescence is practiced by most and the availability of creditencourages people to spend. The 1960s have brought about a

time of both nationalism as well as a strong counter culture evidentin the emergence of the Vietnam War and youth who do not followmainstream values.

Trends

The late 1950s and early 1960s have given rise to a changing culture, specifically acounter culture youth who go against the norm. Youth are currently viewed as thepredominate culture of the 1960s. The Baby Boom after World War II has created 70million teenagers and young adults who continue to change our American way of life.The movement away from the conservative fifties continues and influences revolutionaryways of thinking and real changes in the cultural fabric of America. No longer does theyouth want to look at images of the generation ahead, young people want change now.The changes affect education, values, lifestyles, laws, and entertainment.

Outlook

The predominance of youth in the market has changed how advertising is done. Moreand more companies are trying to open up and target their products to the everinfluencing and growing teenage and young adult population. At this time, caffeinatedbeverages are becoming more popular as they are more readily available in bottles and

not just served from the fountain. With the emergence of new beverages to the market,teens and young adults are seeing these products as ways to be different, bold, and let theworld know that the world is changing.

4


5/23

Competition

Primary Competition

Mountain Dew

Bawls Guaranas closest competitor is Mountain Dew.In the 1940s, the name Mountain Dew was first trademarked bytwo brothers, Barney and Ally Hartman, who ran a bottling plant inTennessee. It was a lemon-lime drink used as a mixer withwhiskey. Mountain Dew's appeal went national when Pepsi-Colabought the franchise in 1964.

Strengths: This beverage contains a great amount of caffeine thatpeople are looking for. It has the potential to be used as a mixer

with alcohol.

Weaknesses: Mountain Dew is currently marketed to hillbillies,evident in both its packaging and advertising. Its current slogan isItll tickle your innards. Although this drink has been aroundsince the 1940s it has only went national within the past couple ofyears, so it will be trying to get its name out as well.

Coca Cola

Founded in 1886 by Doctor John Pemberton, a pharmacist fromAtlanta Georgia, Coca Cola over the past years has become apopular caffeinated beverage. Its profits continue to rise year afteryear depicting this product as a very well known beverage thatpeople turn to when they are thirsty.

Strengths: Coca Colas has been on the market now for close to 80years. It has established itself as a strong brand. It also is

marketed as a drink that makes a great compliment to other foods.

Weaknesses: Over the years, Coca Cola has become boring topeople. It is a caffeinated beverage, but does not target the peoplethat need energy in their drink to power through their day.

5


6/23


7/23

0

1

2

3

4

5

6

7

8

Bawls Mounatin Dew Coca Cola

A

mountofCaffienemg/oz Caffeine Comparisons

Situation Analysis

Product Analysis

Bawls Guarana tastes like cream soda with a splash ofBerry.

The drink supplies 2.5 times more caffeine than CocaCola.

7


8/23

Current Marketing Situation

Computer Gamers

Over 1000 yearly sponsorships of LAN (local area network parties) parties. A

LAN party consists of a group of people connecting over the same network andplaying a game like Counterstrike all in the same room.

Caffeinated beverages have always been popular with this group and Bawls hassupplemented/displaced Mountain Dew.

Due to this demographic, the largest retailer for Bawls is CompUSA.

Paintballers

Official Soft Drink of the Nation Professional Paintball League.

Bawls is featured in the video game Greg Hastings Tournament PaintballMAXD.

Soldiers Overseas

Bawls Military Pack (only available to soldiers overseassix 12 oz. cans ofBawls (the glass bottles were impractical to ship), a tine of Bawls caffeinatedmints, Bawls Balm Lip Care, and Bawls Camo playing cardsavailable for $15plus shipping.

Energy drinks are very popular with soldiers in Iraq: the two most popular itemsbeing shipped to Iraq are Red Bull (109,177 cans in Jan. 2006) and StarbucksDouble Shot.

Bawls makes little profit off this, but has received a lot of publicity.

8


9/23

Historical Overview

History of Bawls Guarana

In 1997, entrepreneur Hobart Buppert III concocted Bawls Guarana Energy Drink as analternative to coffee. Young people across Miami, Florida immediately started torecognize the unique cobalt blue bottle with no-slip grip as the highest caffeinatedproduct on the market. The name, Bawls (meant purely to be memorable), added greatlyto the success of the energy drink.

Bawls gradually spread outward from its Miami headquarters and now has a total of sixbottling plants across the United States and is also sold in the Virgin Islands, Canada,Turkey, and Holland. Its popularity continues to rise as evidenced in its sales figures.Between 2004-2005, Bawls experienced a 40% increase and expects an additional 48%

increase from 2005-2006. A large majority of sales currently come from young gamerswho drink Bawls to stay awake for long periods of time at night.

History of Guarana

The guarana berry comes from the Amazon rainforest of Braziland provides the caffeine component to Bawls Guarana. It is anut-like seed that indigenous Brazilians used as a major sourceof energy. Caffeine naturally occurs in the guarana berry andhas a GRAS (Generally Regulated as Safe) denotation in the

United States. It provides 2.5 times the amount of caffeine asa coffee bean, thus giving Bawls energy drink status.

History of Energy Drinks

Energy drinks first hit the market in Japan during the 1960s. The first highly caffeinateddrink to hit the US market was Jolt Cola in the 1980s. It wasnt until the late 1990s thatenergy drinks were established in the United States. Red Bull was the first majormarketed energy drink. It was marketed toward a tecb-savvy crowd that needed highconcentration of caffeine to stay awake and play computer/video games. Red Bull

currently holds the largest share of the energy drink market, with a 70% market share.Many major beverage companies have since developed energy drinks including: Tab,Rockstar, SoBe, Vault, and others.

9


10/23

Consumer Research

Research has led us to identify a target demographic of men and women ages 17-26, withmen being the primary target and women being secondary. This group, consisting mostly

of college students and young working people, is most likely to identify with thedeveloping counterculture movement, anti-war protests, the civil rights movement, andother groups that, in 1966, are challenging standing societal norms. Bawls wants to takeadvantage of the growing popularity of this type of rebellion in youth consumers bypositioning itself as a rebellious product a high energy, not-your-mother's-soda typeof product.

In 2006, this product is largely used by computer enthusiasts, paint-ballers, and techsupport employees as a way to stay awake and alert. We can count on consumers to wantto use Bawls the same way in 1966: for an energy boost. Aside from the energy boost itprovides, the main buying incentives include its smooth mild taste as opposed to most

energy drinks at present, its potential to replace coffee in terms of taste and energizingpotential, and its association with the new, young, and energetic.

Marketing Objectives

We plan to establish Bawls and create awareness for Bawls in the mind of the targetdemographic. Bawls will provide the energy that the demographic craves and be the firstand only energy source they turn to. We have a systematic plan to build usage and unveilBawls Guarana to the nation.

10


11/23

Test Market

We plan to do a test market or generating trial to prove that Bawls Guarana and ouradvertising strategy really resonates with the target consumer base. We have chosenColumbus, Ohio as the location for our test market because its a well populated area withspecifically a large youth population due to the high schools in the area and The OhioState University. Columbus is also rather isolated with relatively few suburbs orsurrounding metropolitan areas. This makes it the ideal location to accurately test yourproduct along with the effectiveness of our advertising and creative strategy.

National Exposure

After the expected success in Columbus, we plan to unveil Bawls Guarana on a national

level. We will concentrate on densely populated urban areas and large college campusesto create a buzz about the product among the nations youth. We will market andadvertise aggressively in these specific areas and through that build increasing usage andbrand loyalty among customers.

11


12/23

Advertising Strategy

Advertising Goals

Establish a strong repeat consumer base of the target demographic

Based on competitors sales figures in the last five years, we estimate that BawlsGuaranas net profit will reach five million dollars in the first year of limitedproduction

Beyond that, increase profit 20% in second year of production

Build brand loyalty by aggressively advertising and emphasizing that Bawls hasthe highest caffeine content in its product category

Make product very accessible in targeted areas

Overall, increase Bawls Guarana profit by 200% within five years of production

1 yearFive milliondollars netprofit

2 yearsIncrease profitby 20%

3 yearsContinue to buildbrand loyalty andproduct awareness

5 yearsIncreaseproduction by200% fromyear 1

12


13/23

13

Current position amongtarget demographic:

1966

Desired position amongtarget demographic:

1971

Due to the young age of theproduct, we are currently inthe Awareness stage withsome of our targetdemographic.

By 1971, we aim to have atleast 50% of the targetdemographic in the Actionstage of the advertisingpyramid.

At this point, we expect theentire target demographic tobe beyond the awareness

stage having experimentedwith the Comprehension,Conviction, Desire, andultimately Action stages.


14/23

Creative Strategy

We want the Bawls Guarana brand to stand out among other caffeinated beverages as abold, rebellious beverage that persuades this young and active target of its energy to dothe unthinkable. We will achieve this using bold, enticing copy tied together with apopular song of the time and images of current celebrities that encompass the daringdistinction of our product.

Copy Elements

We propose to use a soft-sell approach in our ads by describing what the guarana berry isand persuading our target with reasons why they would want to drink Bawls Guarana anddo ballsy things to rebel against the status quo.

Our copy platform involves using current counterculture icons such as the Rolling Stonesand boxing great, Muhammad Ali to appeal to young males. Both icons are extremelypopular at this time and notorious for possessing unruly and outrageous antics.

The Rolling Stones have emerged in the past few years as one of the top bands in theUnited States. Last year the Rolling Stones entered the charts with their hit,Satisfaction, which is a song directly rejecting the coercive nature of advertising. Theirfan base is one of a bold and rebellious crowd.

Last year Muhammad Ali fought Sonny Liston and overcame all the odds to become the

heavyweight champion of the world. After he won, he revealed that he was a member ofthe Nation of Islam and changed his name discarding his surname. Earlier this year, Aliwas classified to serve in the Army but rejected this because war is against his religion.Thus, Muhammad Ali has proven to be a person of rebellious circumstance.

We will use That Takes Bawls as a reoccurring slogan throughout all of our advertising.Our main message will be of various bold people or icons participating in unlikely eventslinked to the rebellious youth of the time and reiterating the slogan, meaning it was agutsy effort that took a lot of energy or Bawls Guarana to pull off.

14


15/23

Art Elements

Our ads feature visual appeals such as famous photos of the Rolling Stones holdingBawls Guarana bottles and action shots of Muhammad Ali that really convey the sheer

power of his energy. Using these types of images will allow us to take on a bad boyimage we want our target to associate with themselves and that of the personality ofBawls Guarana.

The slogan That Takes Bawls will be featured in striking red lettering incorporated intothe blue brand name, Bawls Guarana, as a logo. This designated logo will also picture aproduct shot of the Bawls Guarana bottle and will be present in all of our advertisements.

Packaging

Our main color scheme will reflect the packaging of the Bawls bottle, which is slender,bright blue, and has a no-slip grip. By displaying the bottle in our logo and in all theadvertisements, we will gain instant recognition of the brand name associated with theunique type of bottle and packaging of the product.

Layout and Design

Our print advertisements will include full page photos of each icon, and either aninteresting and shocking fact, or intimidating quote incorporated into the image. There

will then be a paragraph of body copy, center right in the layout. The noticeable logo willplainly placed to be large and obtrusive at the bottom right of the page, so it cannot bemissed. The font will be ___font name_______, which is similar to fonts usedsubstantively in 1966.

15


16/23

Television

40%

Radio

10%

Magazines

40%

Outdoor10%

Media Plan

The media plan is crucial to increasing the salesof Bawls Guarana. After studying demographics

and current media trends, we devised a strategyto best reach the target market. In our plan wefocus on nationwide advertising using mediumsthat the younger generation will come intocontact with. As the pie chart on the right shows,the advertising of Bawls Guarana will be dividedup in four mediums: magazines, television,radio, and outdoor advertisements. Throughthese mediums, the audience will be informedabout this new product on the market.

Traditional Mass Media- 90%

Our media plan primarily focuses on traditional mediums including television,magazines, and radio. These national mediums will help inform the target demographicof this new product.

Television- 40%

Bonanza

Smothers Brothers

Mission: Impossible

Star Trek

Television is increasingly gaining popularity in the mid 1960s. With more television inpeoples homes, we will use this medium to introduce Bawls Guarana. We willspecifically target popular television shows of the time that the target demographic willbe viewing, like Bonanza that from 1964 until 1967, was the #1 show in the yearlyNielsen ratings.

Magazines- 40%

Look

Playboy

True

16
http://en.wikipedia.org/wiki/Nielsen_ratingshttp://en.wikipedia.org/wiki/Nielsen_ratings


17/23

These magazines represent material the target demographic will read and are popular atthe time.

Radio- 10%

Top 40 Stations

With the increasing popularity of televisions, not as many people in the mid 1960s areturning to radio as a primary source for entertainment; therefore we are allocating one-fourth the amount of attention of our media plan to radio than we did to television. BawlsGuarana advertisements will be heard on nighttime radio as our target demographic willmost likely be listening at this time.

Other Media- 10%Beyond traditional mediums, we wish to use outdoor advertising aimed at our target

demographic.

Outdoor Advertising- 10%

Billboards

Sports Arenas

Bumper Stickers

Transportation vehicles

The picture to the right depicts an example of

Bawls Guarana advertising on a bus. We will alsodisplay Bawls Guarana advertisements in sports arenas and on billboards, aiming atputting up advertisements at places where the target demographic will be at.

17


18/23

18

Why Muhammad Ali?

He is very prominent in both the sports world (became heavyweight champ in 1965) and of

the counterculture (by refusing to go to Vietnam). His cocky and bold demeanor perfectlyrepresents what we want our demographic to think of Bawls.

Our headline demonstrates this attitude, as does the picture, which makes Ali appear largerthan life and his facial expressiona look of disgust towards his fallen opponentdepictsthis as well. The body copy places careful emphasis on telling people what the guarana berryis and also how much caffeine it has. These two pieces of information are crucial to getacross in all of our advertisements. The last line of the body copy attributes Alis success toBawls, effectively linking the sponsor and the product.


19/23

19

Why the Rolling Stones?

Contrary to other popular bands of the era like the Beatles, who had neat haircuts and sangfluffy love songs, the Rolling Stones had famously unkempt hair, a rugged appearance, and

an overall in-your-face image that seeped through their music. The Rolling Stones hit from1965Satisfactionis used as a linking theme between our print, radio, and TVadvertisements.

The headline is a fact, and the body copy suggests that this reckless attitude is directlybecause of Bawls, which is exactly what we want people to think. Like in the previous ad,the copy also mentions what guarana is and how much caffeine it has.


20/23


21/23

21

Television Advertisement 5-8:5. SFX (whispers pertaining to excitementand anxiousness from class) PROFESSOR:(droning continues but louder than before).

6. PROFESSOR: (monotonous voice raised)Holy jibber jabber and a side of flapjacks!Young man! What exactly do you thinkyoure doing? SFX (Class now talking lowlyabout what JIM is doing).

7. PROFESSOR(grumbling his discontenttowards the vulgar act). SFX (Crowd buzzedwith excitement. Some shouting and

praising, gasping, laughing, some girls

scream as if terrified).

MUSIC: Rolling Stones Satisfactionbegins with the line I cant get no

8. MUSIC: Rolling Stones Satisfactioncontinues without lyrics; musicalinterlude.

ANNOUNCER: Now thattakes Bawls.(pause) Bawls Energy Drink, with the boldguarana berry of the Amazon Jungle.


22/23

Radio Advertisement

Man 1: Get this, last night I was at a Stones concert, you know, and all of a sudden, myfriend passes me this bright blue bottle and says

SFX: CONCERT AMBIENCE: MUSIC AND LOUD CHEERING.

Man 2: You have to try this man.

END SFX

Man 1: So I take a drink and the next thing I know Im crowd surfing on a deep sea ofpeople. This rocks man. I scream. What was in that stuff? (Pause) Itcouldnt get any better until Im pulled up on stage by Mick Jagger himself! Hehands me a microphone and starts singing

MUSIC: Rolling Stones Satisfaction

Man 1: What a riot, I think. I must be dreaming. So I start belting out the tune withhim, I cant get no, no

END MUSIC

Man 1: Anyways, I end up backstage surrounded by the Stones and a bunch of righteouschicks. It was a complete trip. While Im standing there, I catch the eye of thisgirl. She walks up to me and says,

SFX: CONCERT SETTING: DISTANT MUSIC AND TALKING.

Woman: I saw you out there tonight. Now, that takes Bawls.

Anncr: Bawls Energy Drink. With the bold guarana berry of the Amazon Jungle.

22


23/23

Promotions and Public Relations

[Content]

Planbook Draft

Documents

Transcript of Planbook Draft