Sinker’s Soda Marigrace Carney, Elizabeth Woidat, Madeline Bergan, Bieke de Bruijn, Nino D’acquisto, TJ Edwards
Sinker’s Soda Company History *Founder Will Jackson -Milwaukee local -UW-Madison alumnus -Former professional fisherman *Wisconsin-based craft soda company *Use of locally grown ingredients and flavors *Emphasis on proceeds supporting local Milwaukee nonprofits
Product Description ● Natural Ingredients ● Authentic, refreshing taste ● Low sugar content ● Packaging ○ Reusable bottle ○ Twist off cap ○ Eco-friendly ● Labeled with nature photo to give outdoorsy personality
Flavors: Apple Tart and Cherry Pie, $5.99/6 pack
Target Markets ● Millennials between ages 21-39 -High Focus towards Asians and Hispanic Families within this target market -Healthy lifestyle for themselves and kids ● Millennials ages 15-20 who are health conscious and underage -Ties in with the first target market, but still different -Healthy and mature alternative -Free advertising via their social media
Competitive Analysis Primary Competitor ● Craft soda brands ○ Zevia ● Made with natural ingredients ● Sweetened with real sugar ● Knowledgeable about target markets ● Expected similar scope ● Similar Products ● Zevia markets more to women
Competitive Analysis Secondary Competitor ● Name brand soda producers ○ Coca Cola, PepsiCo, Dr. Pepper Snapple Group ○ Hold 92% of the market share ● Coca Cola holds most: 40.1% ● Known world-wide ● Cheaper products ● Sells regular, diet and natural products
Positioning * High quality product that is worth the price *Produced from natural, home grown ingredients -fresher, better tasting product *Real sugar, real taste -no artificial flavoring *Local business, locally distributed -very exclusive, coveted product *Environmentally conscious company
Media Strategy *Marketing primarily towards Millennials ages 21-39 *Secondarily Millennials ages 15-20 *Social Media a big part of advertising- Instagram and Facebook *Bus ads- go through downtown Milwaukee where young people will see it
Media Strategy ● Print ads- shown in Milwaukee Sentinel Journal and Milwaukee’s Lifestyle Magazine ○ Milwaukee Sentinel Journal is the main newspaper for Milwaukee, which will appeal to older Millennials in Milwaukee ○ Milwaukee’s Lifestyle Magazine will appeal to those who are passionate about food in Milwaukee, making them more likely to look at the ads and take them into consideration ● Email will be sent to college and high school students ○ Will include discount and donation to environmental charity, which is good for young people on a budget ● Handouts- koozies and bottle openers ○ Both are items related to glass bottles, and will be available at cash registers and samples at grocery stores
Distribution Number of Cost/Location Total Cost Locations 20 $1000 with promotions $32,000 Traditional Promotions: Supermarkets $300/location/day 11 $500 $5,500 Drug Stores 10 $250 $2,500 Convenience Stores 5 $1,500 $7,500 Superstores 1 $3,000 $3,000 Wholesale Club
20 Traditional Supermarkets - $32,000 ● Piggly Wiggly - 10 Locations ● Sentry Foods - 3 Locations ● El Rey - 2 Locations ● Asian International Market - 1 Location ● Trader Joe’s - 1 Location ● Whole Foods - 1 Location ● Metcalfe’s Market - 1 Location ● Milwaukee Public Market - 1 Location ● $300 in-store samples * 20 stores = $6,000 ○ 2 times: once in January, once in May
11 Drug Stores with limited groceries - $5,500 ● Walgreen’s - 6 Locations ● CVS - 5 Locations
10 Convenience Stores ● UWM ReSTOR (campus convenience store) - 1 Location ● 7-Eleven - 9 Locations
5 Superstores - $7,500 ● Walmart Supercenter - 5 Locations 1 Wholesale Club - $3,000 ● Costco - 1 Locations
Gantt Diagram
Budget ● ● Bus Website ● ● Milwaukee’s Lifestyle Magazine 300 can koozies/month ● Milwaukee Journal Sentinel give-away ● ● Email 300 bottle openers/month ● Social Media Intern give-away ○ Facebook ○ Instagram
Communication Mockups *Email with discount and donation on it as a promotion, geared towards those who are especially concerned about the environment *Bus ad with longer format *Instagram and Facebook social media accounts *Print ads
*Email with discount and donation incentive *Also appears on social media pages
*Bus Ad *Also appears on social media pages
*Print ad in Milwaukee Sentinel Journal and Milwaukee’s Lifestyle Magazine *Also appears on social media pages
Campaign Evaluation ● Target Market Comparison ○ Older Millennials will enjoy the healthy and natural aspect of this soda. They will feel better about giving it to their children, as well as drinking it themselves. ○ Younger Millennials will enjoy the natural ingredients and environmentally conscious mindset of the company. And although they cannot drink craft beers as they are under 21, this gives them a chance to drink something unique and delicious. ● Media Objectives vs. Sales Objectives ○ Our media objectives are to reach Millennials of all ages through mainly social media, as well as print ads and bus ads. The more people the company can reach and engage with, the more popular our brand will become. The best way to do this is through promotion and contests on social media. ○ Our sales objectives are to reach a return on investment of 63% after 1 year. We will be selling approximately 27,000 units of our product in the first year.
Campaign Evaluation ● Competitor Analysis ○ Our closest competitor is coca-cola. While they have been around for a long time and are seen as THE soda to drink in America, they have come under fire in past years because of their high sugar content and link to obesity. Sinker’s Soda can promise a fresh taste and less sugar, as well as no artificial ingredients. While many will stick with coca-cola because it’s what they know and love, many health conscious individuals will look into making a switch in what they drink. ● Best Place to Sell ○ We are selling the soda in Milwaukee. Will Jackson’s store is in Milwaukee, and that would be the best place to start selling his product. As his company and recognition grows, expanding to local grocery stores would be his next best option, and then moving on to chain stores. ● How can we outperform the first year? ○ As Sinker’s Soda grows, so will recognition of the company. If we continue to advertise almost as much as we do in the first year, along with a whole year of new customers, we can hope to almost double our sales.
Thanks for listening! Any questions?
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