Professional Documents
Culture Documents
SLUSH PUPPIE
PLANS BOOK
Abigail Wolfgang
Advertising Management
Professor Blair
April 2013
Plans Book
Table of Contents
1. The Industry
i. Overview
ii. History
iii. Current conditions
iv. Top companies
2.
3.
4.
5.
The Company
Overview
History
SWOT Analysis
a. Strengths
b. Weaknesses
c. Opportunities
d. Threats
6. The Product
7. Stages of Product Lifecycle
8. Product Sales Features and Positioning
9. Products
10.
Brands
11.
Sales History
12.
The Target Market
13.
The Competition
14.
Strengths
15.
Weaknesses
16.
Marketing Activities of Competition
17.
Distribution
18.
Pricing
19.
Communications Strategy and History
20.
Marketing
21.
Target Market
22.
Advertising
23.
Creative Strategy
24.
Objectives
Slush Puppie
Executive Summary
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1. INDUSTRY:
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a. Summary
It is difficult to pinpoint exactly what industry the private
company, Slush Puppie, operates in since it is spread out across
the world, and operates in many different markets. Since it is a
distribution company, they operate in many different locations
including amusement parks, gas stations, and ballparks. In the
United States, Slush Puppie operates in the Coffee and Tea
Manufacturing, but I would consider their true industry to be
Convenience Stores & Truck Stops, because of the high number of
Slush Puppie products that are found in gas stations. Based on the
industry that I think Slush Puppie truly operates in, their main
competition is; 7-Eleven Inc. This Convenience Store Industry has
a NAICS code of 447110, 447190, and 445120, but the current
industry classifies Slush Puppie Corp. as a roasted coffee
distributor, while they do not sell coffee, making it an unsuitable
industry to operate in.
Following is some information on Slush Puppies current industry.
b. Overview
Slush Puppie operates in the Coffee and Tea Manufacturing
Industry, with the NAICS Code of 311920. In this industry there
are 137 companies operating with 86, 930 employees. Each year,
this industry has revenue of $78,587,180,000.
c. Current conditions:
Some of the major companies in this industry include
Farmer Bros, Green Mountain Coffee Roasters, JM Smucker
(owner of Folgers), and Kraft Foods (owner of Maxwell
House) for the US, and abroad companies, Nestl
(Switzerland), Tata Global Beverages (India), and Unilever
(UK).
Source Hoovers:
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http://www.hoovers.com/industry-facts.coffee-teamanufacturing.1050.html
The Coffee and Tea Manufacturing Industrys related
companies are Bucarabon Inc., Black Swan Coffee Roasting Co.,
Bad Ass Coffee Company of Hawaii Inc., Triple A Services Inc.,
Dazbog Coffee Co.
($ mil.)
Share
898.50
17.69
497.30
9.79
224.70
4.42
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2. COMPANY
a) Background Information
Slush Puppie began in 1970 when Will Radcliff, of
Cincinnati Ohio (where the company is currently headquartered
for the United States), came across a 1950s slush machine at a
trade show.
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Here are some of the other brands that operate under Slush
Puppie:
Brand Name
Brand Type
Beverages - carbonated
Besti Zesti_Discontinued
Lemonade
Cafreezo
Lemonade
Fruit Fraze
Fruits - candied
Pacific Bay
Lemonade
Juices - frozen
Slush Puppie
Beverages - carbonated
Lemonade
Thelma's
Lemonade
VitaPup
Juices - frozen
Source:
http://bi.galegroup.com/essentials/company/1291892/brands?
u=loyoland_main
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11
http://www.huffingtonpost.com/2011/06/17/1-in-4-teens-drinksoda-c_n_878289.html
Industry Market Share Reports
Coca-Cola Co.
42.70%
PepsiCo.
30.80
15.30
Cott Corp.
4.70
National Beverage
2.60
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Hansen Natural
0.80
Red Bull
0.70
Big Red
0.40
Rockstar
0.40
1.60
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14
In the early 2000s, Fruit Juice and Juice Drinks were the third
most popular type of drink in the US, following soft drinks, and
water. This increased after the drop in the 1980s because of
health-conscious consumers that helped boost sales. As of
current, there are even more health conscious people, which
would help boost sales even more.
Mintel International Group, a research firm, reported that 38
percent of consumers were opting for fruit juices and juice drinks
over other beverages.
New juice blends, in addition to single fruit drinks, helped to
capture the publics likings, and the United States had a raise in
nutrition awareness for many established juice products. Purple
grape juice became known for having the same anti-clogging
health benefits as red wine. This all contributed to Welchs purple
grape juice increasing by about 50 percent, along with many
other juice brands from 1995 to 1999.
In the same industry, smoothies became popular. These are
drinks that are fruit-flavored shakes with a dairy base and
sweetened fruit juices. Some of the most known bottled
smoothies are Dannon Frustion, Tropicana Smoothies, Frulatte,
Naked Foods, Odwalla Fruit Shakes, and Yocream Smoothies.
Naked Juice Co.
Net Sales:
$71,200,000
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SWOT Analysis
a)
Strengths
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Financials:
As a private company, Slush Puppies financials are very
difficult to find. The only information about their finances was
that as of 1999, Slush Puppie had a net sale of 25 million. Also,
their buyout in 2005 was worth $18 million dollars.
Source:
Business Insights
http://bi.galegroup.com.ezp.lndlibrary.org/essentials/article/GALE
%7CA69298875/095289069ea36253b6b43e6e7e7fa47b?
u=loyoland_main
Marketing Strategy:
Slush Puppie Corp. is an established brand, whose mother
company is now in Canada. As part of the Coffee and Tea
Manufacturing industry in the United States, their competition is
misguided and therefore the company is not as prominent a drink
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Advertising Plan:
a.
Summary
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energy drink and make it a slush, since that is what Slush Puppie
is known for. They should then offer one that is caffeinated so
that it could compete better with the Soft Drink Industry.
Slush Puppie should use a style that is reminiscent of
throwbacks, using Old School hip hop music in the ads to appeal
to the younger generations. Colors should be bold and
mismatched like the College basketball uniforms that most teams
are now supporting. Teenagers seem to love brightly colored
sneakers that they can personalize, and statement clothing.
Slush Puppie should represent all of this. This will show the
brands efforts to be new, yet emphasize the history that Slush
Puppie has as a brand.
Advertisements for the newly invented teenage energized
slush drinks should be both print and television. It should be
displayed on channels such as MTV and ESPN to appeal to the
young men. It should also be featured online with heavy
involvement on Twitter and Facebook.
COUNTRYWIDE CAMPAIGN
Since consumers like to be involved in decision making,
Slush Puppie should advertise online, on television, and in print
about the chance to create their own Slush Puppie flavor. The
campaign will be a nationwide contest where a winner from each
state gets to create a recipe for a flavor combination that they
think best represents their state. For example, a Slush Puppie fan
from New York can enter the competition saying that that a
combination of green and red apples represents their state.
The contest should be online where anyone can submit
suggestions with links to the website, Facebook, and twitter on
every advertisement. The clear cup should then be designed to
also represent the state flavor. The campaign should go on until
all the states have a represented flavor, creating attention for the
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Creative Strategy:
a. What is the purpose of the advertisements?
The purpose of the advertisements that are aimed at the
new target group of teenagers is to influence those consumers to
become involved in the new campaign for Slush Puppie. Hopefully
this will redirect them to the newly designed online website, and
social media, spreading the brand even further. This will show
that Slush Puppie is attempting to reinvent itself, as a brand for
the consumer, letting them know that they have a say in the
new brand. This will eventually lead to sales increasing.
The purpose of the mostly print advertisements aimed at the
new target group of young and middle aged women is to view
Slush Puppie as an easy already-made health drink that is an
indulgence without feeling the guilt of unhealthy foods and drinks.
By adding the advertisements to health magazines, the brand will
start to be associated with healthy choices, not only fun.
b. What is the most important thing to say?
The most important thing to say in the teenagers campaign
is that Slush Puppie understands the need to be an individual and
to customize style. That is why the campaign was launched and
open for them to participate in.
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Objectives
1. Build customer feedback and participation by:
- improving the United States website to have locations
of where to find the closest Slush Puppie
-Creating a successful Facebook page with at least
4,000,000 likes (comparable to the Slurpee Facebook
page).
2. Broaden target market by selling to new distributors
such as selling the new organic slushie to Trader Joes
and Whole Foods and fitness centers, especially yoga.
3. Make the new and improved SP line of Slush Puppie the
best frozen drink choice.
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