Poland Springs Assignment

2378 words - 10 pages

Poland Spring Nature

Poland Spring Nature

Creative Work Plan

Natalie Dumanian (Advertising)

Key Facts about the brand:
Poland Spring is a very successful brand. It has been around since 1845. The company has become so well known from word of mouth and its large availability in many stores, restaurants, and vending machines to name a few. Since 1845 they have enlarged their line with larger and smaller sized bottles and have also created a sparkling flavored water line. Poland Spring has a very large target market. Globally they are targeted to the urban northeast. It is targeted to men, women, and children. Some of their products are even targeted to specific people. For example, the sport bottle is for sporty people, the sparkling bottle is for people willing to spend a little more money, and the 5-gallon is for families.

Problem the Creative must solve:
Although Poland Spring is targeted to everyone, they seem to be losing their teen and young adult market. These people want to be rebels. They don't want to buy safe products that their mothers used to buy. They want new and interesting products. Poland Spring Nature solves the problem of the companies lost target market.

What is the Creative/Advertising Objective?
The objective of the creative is to create awareness of the product. It will also inform the target audience of the benefits of the product. For example, it will list the vitamins in Nature and will explain that it is an immune booster. Most importantly it will explain that it is specifically for young adults and teenagers. It will either be written in the advertisement or there will be an image of a person who is the age of the target market. This is most important because this target market of teenagers and young adults is very stubborn. They think they know everything and love when a product is specifically for them. They think that if the product is for them then they must understand them and what they want.

Identify your teams "big idea" "central theme" for the creative:
The "big idea" is to win back Poland Spring's lost target audience of students 16-25 years old. This will be done telling the consumer there are benefits to this product specifically for the target market. It isn't simply water. Water could be targeted to anyone even if their advertisements said they were targeted to teenagers. The vitamins in the water show the target audience that we do understand that this is what they need.

Who is the creative targeted to? Define who your target market is?
The creative is targeted to young adults like college students and older teenagers like high school students. Specifically it is for men and women 16-25 years old. Teenagers and college students always think that they know what's best for them. They are older and believe that they, instead of their parents, know what's best for them. These people are busy and tired students. They have a weak immune system from constantly loosing sleep and now eating the right foods to get their vitamins. So, to boost their immune system they can just drink a bottle of Poland Spring Nature.

What is the key promise of your creative?
The key promise of the creative is to boost the consumer's immune system with vitamins. The vitamins in Nature are vitamin a, vitamin c, vitamin e, magnesium, zinc, selenium, manganese, sodium, and potassium. Nature is not flavored. It is just simply water with added vitamins. It is not flavored because the consumer already has a weak immune system and does not need extra chemicals in their body used to flavor the water.

Explain your creative strategy and creative tactics for your area of responsibility only for the team project - advertising, sales promotion, public relations or direct marketing.
There will be two advertisements for Poland Spring Nature. One will be a magazine ad and the other will be a TV ad. The magazine ad will have less information on it and it's purpose will be mostly to spark interest and curiosity. The ad will be humorous and simple. These customer are already tired and do not need something complicated to look at and understand. The ad will have an image of a student sleeping and drooling at their desk while a class is in session. The copy will read, "Have you had your Nature today?" This ad can also appear on bus stops and buses near schools. The television advertisement will be shown during teenage and college shows. It will air on the CW11 and will air every night between 8-10 o'clock at night during commercial breaks. The commercial will be celebrity ads. The celebrity endorsing the ad will depend on which show is airing at that time. For example, Gossip Girl airs on the CW11 on Wednesday's at 9 o'clock. Blake Lively and Penn Bradgley play two high school students in Gossip Girl. During commercial break they will hold the product and say how Nature helps them during their busy and sleepless work schedules. They will also explain that Nature is an energy booster and will list all the vitamins in Nature.

Joyce Liao (Sales Promotion)

For the new product Poland Spring Nature, we will try to promote the product as broadly as possible. The sales promotions will involve coupons such as buy 1 get one free coupons that will be distributed to consumers in supermarkets. Additionally, every time they buy a 6-pack of Poland Spring Nature, they will also be given a rebate coupon in which they can receive a dollar back when they purchase the product. For instance, if the pack of this water is sold for $6.50, it will cost the consumer only $5.50. For the launch of the product, we will also try to do a price deal with a temporary reduction in price of .25 cents for each bottle of water. For a limited time, Poland Spring Nature will sell for $1.00 instead of $1.25.

Besides price reductions, we will do a contest in which bottle caps can be collected and be redeemable for several different types of prizes from a small keychain to larger products such as a brand new skateboard or bicycle. The prizes will depend on how many bottle caps they can collect. One cap will be one point.

Hiromi Tatsuta (Public Relations)

Poland Spring mainly sold in the East coast. To promote the new product, which targeting to teenager and college kids, go to high schools and college campuses with a van, which wrap around the graphic of Poland Spring Nature ad. In order to announce the new product and educate them that it has vitamin even it just look like a water, give a way small sample bottle of the Nature water, and notepads, binders, post-it, pens, stickers, key chains to advertise new product and logo. These items are necessary for students and use it all the time that if they use these promotion stationeries, they would promote the new product. It remains the people and let them know about new line from Poland spring.
Poland Spring Nature would also promote at malls with stands during 3pm to 8pm on weekdays and 12pm to 7pm on weekends, which are the hour's teenager hang out at malls.
Also Poland Spring Nature can be a sponsor for sports teams or events when they have sports game tournament such as basketball, football, x games, cheerleader and so on. Poland Spring provides free the water to the teams or players and gives away small sample size of water to the audiences.

Kei Hayashi (Direct Marketing)

Key Facts about the brand:
Poland Spring has been around since 1845, and it is available in many stores or other place selling water you can think of. The target audience is almost every people who drink water, which means men, women, and children, but they also have specific targeted products such as the sport bottle. They have a sparkling water line, which is targeted to the people willing to spend more money for it. For now, they do not have the vitamin water product so far. They start losing the core customer who is young and busy. The target is young people, especially old teenager students between 16 to 25 years old. Students are busy and tired. They need to be healthy, so the new extension product will help to substitute vitamins.

Problem the Creative must solve:
Poland Spring needs to bring the audience back the customer as a core user. The brand needs to reposition their brand strategy. Direct marketing plan for this new extension is that they can advertise through the Internet with discounted price to the target audience, especially student. Most of the time, student who is busy does not even have a lot of money and time to spend, but most of those young people check out discounted products. On the Internet, Poland Spring can use the affiliate program on blog system. Affiliate is the system that blogger contracts with some advertisements from companies and when net surfer click it or buy it through the contracted blog, blogger gets paid. In these days, Internet is huge and advertisements are all around. There are many different ways to advertise lately. Affiliate is one of the systems. People start looking other people's blog.

What is the Creative/Advertising Objective?
The Creative Objective is to create awareness of the product and to retarget the target audience not just only for the extension product but also the original water with their benefits. Poland Spring can give some discount for the original water if people buy the Poland Spring Nature through the Internet. That will help to let people try their original water, too. The main objective is to get the young people as a target audience. Point of the creative/advertising objective needs to be announced to teenager and young adults. They think they know what is cool and not which is important thing to think about.

Identify your teams "big idea" "central theme" for the creative:
The most important idea through this project is to bring back the target audience around age 16-25 years old. The Poland Spring Nature is the vitamin water, which supports busy people's health. The solution of the problem is advertising the benefit of this product efficiently and effectively. Poland Spring uses the Internet affiliate program to target people to advertise and sell this new extension. Blog is everywhere. Myspace.com and Facebook.com are two biggest Social Networking Service websites. Many people have the account from those two websites. They have opportunities to have their own blog and represent themselves. For another idea, they can put the ad on the shop website such as Forever21 or American Eagle, because those websites are the places where the young people go all the time. They do not visit Poland Spring website, they can have advertisement on other places or link them together. People who use this website is young generation that Poland Spring wants to target to, so it is effective.

Who is the creative targeted to? Define who your target market is?
The creative is the Internet affiliate program, and they are targeted to the young people like college students and older teenagers like high school students. It is targeted for men and women between 16-25 years old. They use Internet as their communication method often. The target market is the young people who are students and busy. They need to take care of their health, so this non-flavor vitamin water helps to support their life without destructing the taste of water.

What is the key promise of your creative?
The key promise of this product is to support their health with vitamins. Poland Spring Nature is not flavored because this health support beverage should not have any additional chemical in it.

Explain your creative strategy and creative tactics for your area of responsibility only for the team project - advertising, sales promotion, public relations or direct marketing.
As the direct marketing strategy, Poland Spring Nature launches the advertisement on the website or blog like I already explained the above. First idea is Poland Spring Nature uses affiliate program, which is an advertising style that you can put on blogs or websites. People, even young people, use Internet. Basically, people click on the affiliate ad on the website, you can jump onto the purchase page or information pages about the product. The person who put the ad on the website can get money when somebody click the ad, and Poland Spring can get customer directly through the Internet. It is easy to target too. Bloggers think what ad is effective to put on the website, because they want people to click.
Another idea is to put the ad on the popular clothing company website such as American Eagle, H&M, and Forever21. The target audience is willing to visit those website, so it is also easy to target those specific people.

More like Poland Springs Assignment

Patton At The Battle Of The Bulgue Leader Ship - Ag School - Essay

1276 words - 6 pages ... , the lead element, Company D, 37th Tank Battalion of the 4th Armored Division, reached Bastogne, ending the siege. The Battle of the Bulge was the largest battle fought by the Americans in World War Two. 600,000 American troops were involved in the battle. The Americans lost 81,000 men while the Germans lost 100,000 killed, wounded and captured. Following the invasion of Poland and the outbreak of World War II in Europe in 1939, the U.S. military ...

Essay On Franklin Delano Roosevelt - Li

1993 words - 8 pages ... diminished, and the ills of the Depression would not fully abate until the nation mobilized for war (White House Webpage).When Hitler attacked Poland in September 1939 (Britannica Vol. 12, Page 758), Roosevelt stated that, although the nation was neutral, he did not expect America to remain inactive in the face of Nazi aggression. Accordingly, he tried to make American aid available to Britain, France, and China and to obtain an amendment of the ...

Literary Analysis - Hills Like White Elephants - WR 303 - Literary Analysis

1555 words - 7 pages ... 1 Madison Evans Jake Sauvageau WR 303 Literary Analysis 8/30/18 Ernest Hemingway’s Hills like White Elephants The short story Hills like White Elephants by Ernest Hemingway is a story about a man and woman who are sitting at a bar at a small train station somewhere in Spain. They seem to be having a heated conversation about a mysterious “operation”. The author never explicitly says what the issue is between the man and woman, but it can be ...

An Analysis Of Walter Freeman, Father Of The Lobotomy - NKU HNR 151H - Essay

1433 words - 6 pages ... 1 Brandell Hannah Brandell Prof. Tamara O’Callaghan ENG151H-007 5 May 2017 Walter Freeman and the Invention of the Lobotomy In Steely Library’s digital archives, one of the postcards from the Gilliam family collection is entitled Western Kentucky Asylum for the Insane, Hopkinsville, KY. The postcard dates back to 1915 and portrays a beautiful building, complete with red bricks and white columns. Many of the insane asylums around this time were ...

Lost Treasure, A Story About A Psychopathic Father - Amity College 11BB - Creative Story

1130 words - 5 pages ... Lost Treasure When I was a child, my late father and I would spend every moment of the summer season on the sparkling white sand of the beach near our home. We would dance, kicking up the shiny surface so that the droplets glimmered like diamonds in the sunlight. We would lie on our backs and stare at the sky, until the swirling clouds began to take on our imaginative shapes mingled together by our fantastical minds. We would grip imaginary ...

Robotics Revolution Represent For Human Employment In New Zealand In The Next 30 Years - Massey University - Management

1357 words - 6 pages ... Rebecca Hastie 11256694 How much of a threat does the robotics revolution represent for human employment in New Zealand in the next 30 years? In order to understand the threats that robotics may pose to human employment in the future, it is important to examine the ways in which robots and computerization are already influencing different employment industries today, and how they have changed our labor practices in the past. If this information ...

A Review Of “indigenous Remain ‘asset Rich, Dirt Poor’ 25 Years After Mabo”. - ANU - Literature Review

1115 words - 5 pages Free ... A review of “Indigenous remain ‘asset rich, dirt poor’ 25 years after Mabo”. In the article “Indigenous remain ‘asset rich, dirt poor’ 25 years after Mabo”, Indigenous affairs editor, Fitzpatrick (2017) presents the socioeconomic situation of the Aboriginal people, using the views of the former prime minister’s advisor, Josephine Cashman. Miss Cashman pointed out that the promises made to the indigenous people, presented in the Mabo case, had not ...

Comparison Of Tom And Jay From Great Gatsby - English - Essay

749 words - 3 pages ... Annie Shepherd-Barron, Luxmoore Comparison Between the Portrayal of Tom Buchanan and Jay Gatsby in Chapters 1 to 6 Fitzgerald purposefully portrays Jay Gatsby and Tom Buchanan in contrasting ways to emphasise the variety of money within the American market, during the era in which the novel is set. A major difference between the two men is ‘new money’ and ‘old money’, where Gatsby represents ‘new money’, but Daisy and Tom represent ‘old money ...

Term Project Of Marketing Strategy - Global Business Management 1 St Semester - Essay

405 words - 2 pages ... Boston Pizza Boston Pizza is a Canadian fast food restaurant, which began in Edmonton, Alberta, on August 12, 1964. The restaurant had begun operations on 17 different locations in western Canada by 1970. In 1968 a royal Canadian mounted police officer Jim treliving noticed the growing popularity of Boston pizza and he bought the rights to start a restaurant in British Colombia. He was the first franchisees of Boston pizza. At present, Boston ...

The Advantages And Disadvantages Of Social Media - Bucks County Community College - Essay

830 words - 4 pages ... Sioe Liang Ngeow ( Caden ) Alan Rubin COMP110.N12 15 June 2017 Wisely Use Of Social Media In the era of modernity, the application of technology is already inevitable, especially the use of social media. Social media such as Facebook, Twitter and YouTube have come into widespread use globally. As we all know, Mark Zuckerberg, as the chairman and chief executive officer of Facebook is ranked as one of the top ten wealthiest people in the world ...

Pet Peeves Public Speaking Speech - Public Speaking - Speech

506 words - 3 pages ... ​I’m​ ​not​ ​usually​ ​the​ ​kind​ ​of​ ​person​ ​to​ ​express​ ​when​ ​things​ ​annoy​ ​me--other​ ​than​ ​rolling​ ​my​ ​eyes,​ ​but​ ​there are​ ​actually​ ​quite​ ​a​ ​lot​ ​of​ ​things​ ​I​ ​don’t​ ​like.​ ​I​ ​can’t​ ​say​ ​I’m​ ​not​ ​guilty​ ​for​ ​some​ ​major​ ​pet​ ​peeves,​ ​like​ ​always​ ​being late,​ ​but​ ​here​ ​are​ ​my​ ​pet​ ​peeves​ ​that​ ​people​ ​should​ ​really​ ​work​ ​on. This​ ​one​ ​goes​ ​out​ ​to​ ​my​ ​mom…​ ​Yes ...

Math Algebra Define Variable 1 Math - Algebra 1 - Algebra 1

868 words - 4 pages ... Evaluate each expression when y = 6. 1. 7 – y = 2. y – 3 = 3. 6 + y = 4. y + 2 = 5. y – 2 = 6. y – 1 = 7. 7 + y = 8. y + 8 = 9. 3 + y = 10. y + 4 = Evaluate each expression when y = 4. 11. y + 5 = 12. y – 7 = 13. 2 – y = 14. 7 – y = 15. 9 – y = 16. y + 6 = 17. 6 – y = 18. y – 5 = 19. y + 4 = 20. y + 9 = Evaluate each expression when y = 8. 21. y + 5 = 22. y – 8 = 23. 2 – y = 24. 6 – y = 25. y – 1 = 26. y – 9 = 27. 4 + y = 28. 1 + y = 29. 9 – y ...

Home Automation Haow Its Work In The Society - Speech Comunication - Home Automation

1618 words - 7 pages Free ... Introduccion A home automation system typically connects controlled devices to a central hub or "gateway". The user interface for control of the system uses either wall-mounted terminals, tablet or desktop computers, a mobile phone application, or a Web interface, that may also be accessible off-site through the Internet. Also it will control lighting, climate, entertainment systems, and appliances. It may also include home security such as ...

Intercultural Essay On My Culture - Mesa High - Essay

599 words - 3 pages ... Lopez 1 Lopez 4 Danielle Lopez Michelle Young COM 263: 18FA5689 9 September 2018 My Personal Culture The Hispanic culture has different values, beliefs, and traditions. Family is highly value. Family is a close-knit group and the most important social group to gather in any events or special days. The Hispanic “family unit” includes not only parents and children but also grandparents and extended family. Individuals within the family have moral ...

History Paper For Us History Class - US History , Hudson County Community College - Essau

2229 words - 9 pages ... Ramos7 Johanna Ramos History Research Paper November 30, 2017 US History II 106-01 How 9/11 Impacted Our Population History is the study of past events. Within history many major events have occurred that has change the equilibrium we know of today. If we look back as recent as the events of September 11, 2001 we can speculate that many bodies of government, personal ethical issues and dynamic peace we lost within our economy and everyday lives ...