TAMBR AGENCY

Table of Contents
Company Overview.......2
Target Audience........3
SWOT Analysis.........5
Campaign Goal..........7
Research.........8
Campaign Strategy......................11
Creative Strategy.....12
IMC and MARCOM Strategies ......15
Budget......21
Timeline.......22
Compensation......23
Why us?...................................................................................................................23
Appendix.....24

Company Overview:
Anthony T. Rossi established Tropicana in 1947. Rossi immigrated to the United States
at 21 years old where he worked a number of odd jobs to make ends meet. In 1940 he moved to
Florida where Tropicana was later established. The 1950s saw a huge boom in the orange juice
business. Rossi developed the flash pasteurization process in 1954, to minimize the amount of
time orange juice is exposed to heat while maximizing nutrition and flavor all to make it safe for
the consumer to drink. This process introduced Tropicana into the elite market of orange juice
providing a not-from-concentrate juice with the fresh squeezed taste, creating the known market
brand as Pure Premium.
In 1978, Rossi sold Tropicana to Beatrice Foods. Through this Tropicana was financially
able to develop more oranges, adding to their orange juice line with products like Tropicana
Pure Premium with Added Pulp. Throughout the 1980s and early 1990s, Tropicana expanded
outside of the United States in addition to expanding its product lines. In 1998 Tropicana was
sold to PepsiCo making it one of the worlds most recognized premium orange juices, and is now
sold globally.

Target Audience
Tropicana currently defines its target audience as health conscious consumers over the
age of 35 that are at a risk for high blood pressure and/or stroke. Within this TA, our campaign
will primarily target men and women over the age of 50. Our secondary target audience includes
adults between the ages of 35-49. Both audiences include Caucasian, African-American, and
Hispanic races. Research shows that consumers over the age of 50 are more likely to be
proactive about their health. They are concerned about their risk for high blood pressure, stroke,
and cardiovascular disease, therefore they are more likely to take preventative health measures.
On the other hand, our younger target audience is more concerned about living a healthy lifestyle
and the overall well-being of both themselves and their families, but is often too busy to
incorporate healthy habits into their daily routines.
According to Simmons, adults 35-49 that consume orange juice are presently married,
with children. They are often very busy, working full-time and taking care of their families. Due
to this, they arent getting the right amount of exercise in each week. Only about 9.48% of this
age group considers their diet to be healthy, with an index of 77. These hard working individuals
may not have the time they wish they had to spend at the gym or prepare hearty meals, but can
easily fit Tropicana into their daily schedule. A heart healthy glass of Tropicana, enhanced with
potassium citrate, is an easy way for these men and women to start living the healthy lifestyle
that they seek. Our messaging with this target will focus on how a healthy heart can help them
achieve a holistic sense of well-being by protecting them now from high blood pressure and
stroke down the road.
Adults, ages 50 and up, are more in charge of their health. They understand the
precautions and risks associated with high blood pressure and stroke. They are not as busy as 3549 year olds and have more time to focus on healthy lifestyle habits. 24.5% of this TA is working
at eating a well-balanced diet, with an index of 118. Simmons also shows that this age group
already considers their diet to be very healthy, with an index of 121. By eating healthier foods
and fitting in the time to exercise into their routine, these consumers already lead a healthy
lifestyle. Therefore, our messaging with this age group will focus on the benefits that Tropicana
Pure Premium has to offer when it comes to reducing their risk of high blood pressure and
stroke.
Our campaign will also target health professionals, including cardiologists, family
doctors, and dietitians. These individuals have a greater understanding for nutrition and its health
benefits. It is important to reach these professionals because they are involved with relaying the
information over to the 50+ year olds. In fact, almost 40% of adults ages 50 and older, heavily
rely on their doctors for medical and health recommendations (index 138). They tend to also only
use brands that that their physicians suggest (index 148). Therefore, by targeting these health
professionals, we are indirectly reaching our secondary TA.
Geographically, the Northeast (index 107) and South (index 101) regions of the United
States are most popular for orange consumption. More specifically, Tropicana is the preferred

orange juice brand in the Northeast, with an index of 167. Although our campaigns will be
promoted nationwide, we will increase our advertising in the Northeast. Within that region, we
will target consumers in major cities, such as New York, Boston, Philadelphia, and Washington
D.C.

SWOT Analysis

Strengths:
Tropicana is currently the leading orange juice brand in a highly competitive
category.58% of our primary target audience states that Tropicana is their favorite orange juice
brand and 67% of this target audience is unlikely to try a new juice product. Therefore,
Tropicana has a high brand retention rate.
In terms of advertising spending, Tropicana has the highest share of voice. From 20072013 average annual spending was $20.8 million with 27% SOV. From 2014-June 2015
Tropicana has outspent its competitors with a 55% SOV over this 6 month time period.
Another advantage Tropicana has over its competitors is a focus on natural ingredients.
According to Mintel, ingredient quality is highly important to orange juice drinkers. 44% of
Mintel consumers surveyed said that all natural ingredients are the most important factor when
buying juice. In order to address this concern Tropicana executed a 100% Pure campaign in
2014 and the 16 oranges Good Morning campaign in 2015. In addition, Tropicanas
Farmstand saw huge gains with a 76% increase in sales from 2013-2014. This indicates that
consumers are receptive to products that are promoted as farm fresh.
Tropicana has strong brand equity. The straw in the orange visual on Tropicanas
packaging has historically held a positive resonance with consumers. It communicates a
consistent message and serves as a reminder that Tropicana products are fresh; the juice comes
straight from the orange. According to Mintel, Tropicana is also the most trusted brand in its
category. It has the most premium associations, and its promotion of quality has earned trust
among consumers. Consumers are more likely to pay more for Tropicana, and the perception
of quality is strongest amongst 35-44 year olds.
Weaknesses
Since 2013 Tropicana market share has declined. According to Mintel, Tropicana has
seen a 5.7% sales decrease from 2013-2014. Lower sales may be attributed to Tropicanas
higher pricing and lower orange juice quantity per package compared to competitors.
In addition, Tropicanas media portfolio has remained traditionally TV and magazine
heavy. A lack of media diversification could hurt Tropicanas bottom line as media
consumption shifts and expands across multiple screens. According to TNS Media Intelligence
Tropicana averages a $10.2 million investment in television and a $9.5 million investment in
magazines. Newspapers, radio, internet, and outdoor are less than 2% of Tropicanas total
media spend.
Tropicanas lack of engagement on social media has allowed other competitors to step
in the spotlight. Tropicana lacks mentions, share of voice, and facebook likes compared to its
competitors on social media.

Opportunities
Tropicanas opportunities include the increasing trends towards healthy living, balanced
diets, and fitness. According to Mintel, consumers want support from brands to make healthier
choices. Tropicana has the ability to help its consumers stay on track with healthy living. By
petitioning the FDA to endorse the health benefits of potassium citrate and the owning this
claim, Tropicana can emerge as a leading product for high blood pressure prevention and
stroke prevention.
Although ingredient quality is the most important factor among consumers, the second
most important factor is added vitamins and minerals (32%). Tropicana can keep its ingredient
messaging and own the potassium citrate claim to address it consumers two biggest concerns.
In order to get consumers to choose Tropicana as their source of potassium citrate over other
products, Tropicana can leverage its equity as a trusted brand.
Additional opportunities include the increasing popularity of orange juice product on
social media. Consumers varying perceptions of health gives Tropicana an opportunity for
transparency online. Tropicana can discuss its ingredients and benefits of potassium citrate on
social media, in addition to addressing customer concerns. According to Mintel, 66% of online
mentions regarding orange juice brands occur on Twitter, 22% on blogs, and 12% on
facebook.
Threats
Although Tropicana is currently the orange juice category leader, Minute Maid
continues to eat away Tropicanas market share in the frozen orange juice category. According
to Mintel, 58% of adults 18+ purchase Minute Maid frozen orange juice compared to 39% for
Tropicana. Simply Oranges market share is now 22.1%. This brand touts its not-fromconcentrate juice, no added water, sugar, or preservatives. This competitors growth poses a
threat as Tropicana faces a pending suit for its 100% pure and natural claim.
An additional threat is that consumers are of shying away from sources of sugar and
calories, contributing to overall juice category decline of -0.8%. Mintel data states that 25% of
adults now view orange juice as a treat, suggesting a trend away from regular juice
consumption.
Over the past few years hurricanes and severe weather in Florida has resulted in crop
shortages. These crop shortages have increased prices and resulted in more Private Label that
corrode Tropicanas share.
The biggest threat for this campaign is the timing of the potassium citrate
announcement. If competitors get wind of Tropicanas FDA petition they could take away
ownership of the potassium citrate claim. Odwalla, Naked, and Evolution Fresh are considered
to be healthier brands than Tropicana and could severely hurt our positioning if they catch
wind of the FDA petition. This threat is not just category specific; other products such as
bananas could potentially use this claim to their advantage.

Campaign Goal
In order to regain Tropicanas stature as the leader in orange juice we want to change the
perception of orange juice. Recent studies have found that orange juice is viewed as a treat due to
its high content of sugar. Our goal is to bring the consumer back to viewing orange juice as a
daily drink. We want our consumers to feel confident that when they are drinking our Tropicana
Pure Premium Orange Juice, they are drinking juice that is beneficial to their body and health.
Before we are allowed to make the embargoed claims we want to position Tropicana Orange
Juice as a health drink. We want to inform our consumer about the benefits of Potassium Citrate
in orange juice and how it is linked to reducing high blood pressure along with stroke as a preemptive strategy to the embargoed claim. We believe that by informing the consumers about the
benefits orange juice has because of potassium citrate we will be able to change their attitude on
orange juice. Through this we plan to increase sales of Tropicana Orange Juice by more than
12% during the peak seasons months of February-May 2016, while also increasing the overall
sales by 5% for the upcoming 2016 year.

Recommended Research
We recommend a mix of primary and secondary research to explore health professional
partnerships in addition to effectively understanding the competitive landscape, economic
outlook, and consumer characteristics. Our research strategy will begin with secondary research
through relevant databases, syndicated data, peer-reviewed journals, and marketing reports. In
the second phase of research we will conduct focus groups and distribute surveys to collect both
qualitative and quantitative data. In the third stage of research we will do concept and copy
testing once our creative strategy is in place.
Category and Competitive research:
In order to get a clear picture of the current category and competition, we pulled updated
data from Ad$pender and Mintel on market share, annual advertising spending, and Tropicanas
advertising spending by medium seen below.

Source: Bloomberg. Annual US orange juice consumption

Category and Competitive Set:
2014 Market
Sales change
Brand Share % 2013-2014
Tropicana Pure Premium

13.2%

-5.7%

Simply Orange

11.9%

3.2%

Minute Maid

7.9%

-9.4%

Florida Natural

6%

-3.1%

Tropicana Farmstand

.7%

76.8%

Source: Mintel *Please note 2015 data is not available yet

Average Annual Advertising Spending Jan 2014-Jun 2015

Brand Net Spend (000) %SOV
Tropicana

52776.925

55.2%

Minute Maid

14414.470

15.1%

Floridas Natural

14019.220

14.7%

Simply Orange

12872.400

13.5%

Florida Orange Juice

1577.600

1.7%

Total

95660.615

100%

Source:Ad$pender

Tropicana Media Vehicle spending Jan 2014-Jun 2015
Vehicle Net Spend (000) %spend Difference
Television

50246.56

99%

-0.2

Magazines

0%

-100

Outdoor

0%

-100

Newspaper

0%

-100

Radio

0%

.01

Internet Display

$54.57

1%

-99.8

Source: Ad$pender *Please note this only reflects spending from Jan 2014-to June 2015

In addition to the data above, we are recommending further category research. As you
can see from the first graph, orange juice consumption in the U.S. is declining. Our prelim
research indicates that this is due to health trends; consumers are staying clear of the high
calories and sugar found in orange juice. We recommend researching additional contributing
factors. Are new juice or sports drink products such as coconut water more popular with health
conscious consumers and eating away at orange juice category sales? We will also explore
behavioral factors; perhaps orange juice consumption is declining because people have less time
in the morning to eat breakfast. To answer these questions we would use surveys and focus
groups. We also suggest further research on our product, specifically Tropicana Farm Fresh. The
Farm Fresh line did extremely well for Tropicana, and our secondary research indicates that the
idea of fresh farm ingredients resonated well with consumers. We would like to further explore
this through primary research and see how the idea of farm fresh vs heart smart compares in
focus groups.

Target Audience Research:

To find additional information regarding our consumer attitudes, demographics, and
psychological characteristics, we will use qualitative research methods including focus groups
and surveys. By conducting different focus groups for both age categories, we will be able to
understand the differences of their attitudes on orange juice, and take a deeper look at their
lifestyle trends. It will be important to find out our target audiences buying behavior of orange
juice, and specifically, Tropicana Pure Premium. We will want to see how often the consumers
purchase our product, and in what size and quantity, along with the seasonality in their buying.
We do have an overall idea on how each age group feels about their health, but by
continuing our research, we will be able to specifically pinpoint on factors that can attribute to
our campaign strategy. Behaviors we would expect to see should reflect our information we
already have on both age groups: 50+ are more in charge of their health, and rely on their doctors
for recommendations, and 35-49 year olds are more concerned with overall wellness, but are
often too busy to take action. Furthermore, finding more information on the major cities where
our TA resides will be very helpful in executing our PR campaigns.

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Campaign Strategy
We want to change the perception of Tropicana Orange Juice as not just a sugary snack
drink, but a nutritional drink that will benefit your body by drinking it everyday. Orange Juice is
known to be one of most beneficial juices to drink due to its high content of vitamins, especially,
Vitamin C which promotes good health to fight off the common cold. Since Tropicana uses the
best and highest ingredient quality we want to focus on how this is beneficial to consumers
health. Most everyone already knows about Vitamin C in Orange Juice yet, Tropicana Pure
Premium Orange Juice contains Potassium Citrate, which promotes heart health and reduces the
risk of stroke. By having the best ingredient quality available the consumer will not need to
question if they are drinking something that will be negative to their health. We believe that this
will help to position us when the embargo on the health claim is over for people to feel that when
they drink a glass of Orange Juice they are helping themselves live a healthy and balanced diet
lifestyle. We also want to focus on how previous strategies like Tropicana Farm Fresh have
helped to gain trust in the consumer of having the freshest right from the farm fruits. The health
benefits in orange juice alone is astounding, We want to focus on how this beverage will help the
consumer maintain a healthy lifestyle by drinking a glass of orange juice filled with vitamins and
ingredients that promote heart health, and reduce the risk of stroke.

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Creative Strategy: Public Relations

For our creative strategy, press releases will be sent out December 1st followed by
advertisements. These will target doctors and food retailers, and also the general public doing
publicity with potassium citrate.
The first press release will be for the Heart Smart Summit that will be hosted by
Tropicana, the Harvard Medical School, and Dr. Lawrence Appel. At the summit, studies,
implications and the benefits of potassium citrate will be discussed. Since reporters and bloggers
will be invited to attend, this will lead people closer towards being heart smart.
In order for orange juice advocates to demonstrate how they include Tropicana in their
everyday lives, our campaign will begin to use the hashtag HeartSmart. We noticed that our
35-49 year old age group uses Facebook and Twitter the most out of all social media platforms.
When someone chooses to buy a gallon of Tropicana, they will be encouraged to check the
inside of the cap to see if there is a heart underneath. If there is, the customer is to take a selfie
with their glass of orange juice and either post or comment how they incorporate Tropicana into
their everyday lives. Customers must follow each of the social media accounts before doing so.
The top 100 most innovative posts will earn a free FitBit due to the wristbands popularity with
our target audience. Fifty will be chosen through Facebook and the other half from Twitter.
Another way we plan to promote Tropicana is by partnering with popular marathons such
as the Love Run that is hosted in Philadelphia, PA and the Boston Marathon. These races are
both in the Northeast region where there are high levels of orange juice consumption. During
these races, we will hand out small cups of juice with our hashtag on the front to the participants.
A big Tropicana booth will be set up before, during and after the race for anyone to come up to.
There, we will provide bottles of our juice in the shape of a heart with additional information on
the importance of potassium citrate.
Demonstrations will occur at grocery stores such as Whole Foods and Wegmans. Since
our target audience tends to go to these grocers more than others, stands will be set up to allow
customers to taste test Tropicana and learn different ways to incorporate it into their daily
routine. Ideas include freeze pops and smoothies.
Lastly, we want to reach out to health professionals and other influencers. Care packages
in the shape of an orange heart with the campaigns hashtag on the front will be sent to doctors
offices. Inside will include pamphlets outlining potassium citrates benefits and reasons why
health practitioners should recommend Tropicana to their 50+ patients at risk for high blood
pressure and stroke. This will effectively educate doctors and nurses while indirectly targeting
our 50+ consumers.

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Creative Strategy: Advertising

Our advertising strategys purpose is to incorporate orange juice into the daily lives of
our TA, in order to reduce the risk of cardiovascular disease for 50+ and help 35-49 year olds
live a healthier lifestyle by preventing cardiovascular disease now. We want both targets to
recognize how Tropicana can be consumed anywhere, at anytime. In doing so, we will show our
consumers how they can receive the most benefits from Tropicana Pure Premium. To reach the
50+ age group, we will emphasize that these individuals are at risk for stroke and high blood
pressure, as this group is more concerned with their health. To reach the younger audience, 35-49
year olds, we will address orange juice is convenient and great way to be healthy, since these
individuals do not have the time to put in a great deal of effort to taking care of their health.
Focusing on an overall theme of Be Heart Smart, will promote the overall heart-healthy
benefits from Tropicana Pure Premium and will achieve our goals of reaching our target
audience.
Our commercial idea will be aimed towards both age groups in our target audience.
Different scenes will cut back and forth showing everyday individuals doing everyday things.
For example, a mom walking into the kitchen after a long day of work, a man going for a jog
outside, friends walking into a caf on their lunch break, and an elderly couple taking a stroll in
the park. Then the spot will focus on each of those individuals using Tropicana Orange Juice in
different ways. For instance, the mom is in the kitchen making orange juice ice popspouring
Tropicana into ice pop molds and then putting into the freezer. After his jog, the man makes a
healthy smoothie using Tropicana Pure Premium. At lunch, the doctors are sitting down eating
their lunch, all drinking Tropicana out of a glass. While taking a walk in the park, the elderly
couple stop at a food stand and are drinking Tropicana Pure Premium from their individual-sized
plastic bottles. The final scene cuts to: Tropicana Pure Premium The 100% fresh squeezed
juice that captured your heart is now #HeartSmart. The use of the HashTag will draw viewers
into our social media campaign featuring the FitBit Contest, referenced under PR strategies. This
commercial will run on television.
A second shorter version of this commercial will focus solely on the 35-49 year old
target. It will similarly show busy adults easily incorporating Tropicana Pure Premium into their
daily routine, and feeling a sense of accomplishment that they are taking a step towards living a
healthy lifestyle. The final scene will show a mom drinking a glass of Tropicana with her kids,
feeling confident that she is making healthy choices for her and her family by being heart
smart. This mini commercial will run online via full episode players and online videos.
A print advertisement is a great way to connect with our older age group, 50+. It will be
shown in several print vehicles, including magazines and newspapers that our target audience
reads. The ad will promote heart health, and other health benefits associated with potassium
citrate. The headline features the simple, yet catchy phrase Be Heart Smart and will
immediately draw the consumers attention to the visual, which is Tropicanas logo of orange
with a straw, but in a shape of a heart instead. The body copy smoothly follows, stating, The

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100% fresh squeezed juice that captured your heart is now Heart Smart. As part of a hearthealthy diet, the potassium citrate in Tropicana Pure Premium can help reduce your risk of high
blood pressure/stroke. The bottom portion of the ad will also include a small description of our
contest, our Twitter handle and #HeartSmart, to also draw consumers to our social media
campaign contest.

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IMC and MARCOM Strategies

Our campaign will integrate PR, advertising, promotions, and direct marketing to health
professionals. Our IMC allocation is based upon the objectives of our campaign and the ability
that each marketing discipline has to meet those objectives. Below we evaluate why each IMC
component was chosen.

PUBLIC RELATIONS
Our recommendation outlines a predominantly PR heavy campaign to tout the benefits of
potassium citrate found in Tropicana. The ultimate goal of this campaign is to position Tropicana
Pure Premium as a healthy heart smart drink, allowing consumers to get their daily serving of
potassium citrate. For the campaign to be successful it is critical that consumers first understand
the health benefits of potassium citrate.
Our preliminary research indicates increasing trends among our 35-49 year old target to
maintain a healthy lifestyle and an overall sense of wellbeing for themselves and their families.
Our 50+ target has more specific health concerns about their risk for hypertension, heart attack,
and stroke. With strategic public relations efforts we can leverage the health concerns of both
targets and make a connection in consumers minds between potassium citrate and heart health.
For 35-49 year olds we will focus on how a healthy heart helps them achieve a holistic sense of
wellbeing. PR efforts for our 50+ target we will emphasize how a healthy heart lowers the risk
of cardiovascular disease.
Public relations is the most efficient channel of communication to create a need for
potassium citrate in consumers minds. Third party endorsement of potassium citrate will help

15

establish credibility for our claims. Our PR campaign will launch on December 1st once the FDA
embargo is lifted, and will run during the majority of the first quarter.
ADVERTISING
In addition to public relations, advertising is another major component of our IMC
strategy with a 35% budget allocation. Since advertising gives us to 100% creative control, we
have the ability to solidify the connection between potassium citrate and Tropicana Pure
Premium in consumers minds through our messaging. It is critical that Tropicana owns the
potassium citrate claim as soon as the media and third party endorsements for potassium citrate
are underway. Since we do not want to run the risk of competitors using the same claim, we will
begin our advertising campaign on December 1st. This campaign will compliment our public
relations efforts in the first quarter. Since advertising has a long shelf life, we can continue
running our advertising campaign well after our PR campaign concludes. Our advertising spend
will remain at moderate to low levels during Q1 and peak during the summer seasons when
orange juice sales are the highest.
Our advertising campaign will encompass traditional and nontraditional vehicles. Since
our targets media consumption habits vary significantly with age, we determined our media mix
by segmenting our target to 35-49 year olds and 50+.

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TELEVISION
Consistent with Tropicanas past campaigns, television will be our biggest media driver.
Television ads are the most effective way to drive reach and awareness among our target
audience. Our syndicated data revealed that both 35-49 year olds and 50+ scored within quintile
1 for television consumption (110 index, 43.8%). Statements like television is my main source
of entertainment scored high as well (107, 48.9%).
It is important to note that age determines the way in which our target will consume television.
The younger target tends to watch television with their children and scored high for kids
programming. Our 50+ target watches television for news, information, and entertainment.
Below is a television breakdown based upon scores from Simmons syndicated data sorted by
index then by weight (000).

Based upon index number and audience size, our best performing daypart is prime time
television followed by early & late fringe.
50+ Target TV Program Recommendation Breakdown. This chart is ranked from highest to
lowest based upon index, weight, and vertical %.
Program/Show

Sample

Weighted
(000)

Vertical %

Horizontal %

Index

Rank

PBS

2,915

25,283

24%

66%

147

Hallmark Channel

2,298

20, 549

20%

63%

142

Fox News

3,355

29,014

28%

62%

140

The Golf Channel

618

5,612

6%

54%

122

TV Land

1,317

13,004

13%

53%

118

Oprah Winfrey Network

856

7,883

8%

51%

113

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35-49 Target TV Program Recommendation Breakdown. This chart is ranked from highest to
lowest based upon index, weight, and vertical %.
Program/show

Sample

Weighted
(000)

Vertical %

Horizontal %

Index

Rank

Fuel TV

184

1,847

3%

34%

133

Spike

100

1,747

3%

34%

133

Sprout*

155

1,989

3%

33%

129

E!

232

3,205

5%

32%

124

Bravo

519

5,011

9%

32%

123

ESPN

743

7,416

13%

32%

122

HGTV

282

2,720

5%

31%

120

Disney XD*

722

6,902

12%

30%

115

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* Indicates a childrens television channel.

DIGITAL/ONLINE
Our research indicates a need for a significant increase in online spending among the
younger half of our target, 35-49 year olds. This age group does a majority of their shopping
online (125 index, 48.2%) and considers the Internet to be their main source of information and
entertainment (119, 57.2%). The younger our target is, the more likely they will be active
researchers and turn to the Internet for health information instead of their doctor. With this
younger target in mind, we will utilize online videos and full episode players as our reach
drivers. With little advertising noise and demo targeting, full episode players and online videos
are a great way to reach our target watching their favorite Netflix series or catching up on a
network show online. Online video offers contextual targeting and the ability to align with
content that is both relevant and personalized to our target.
Additional tactics include display banner advertisements on targeted websites and an
always-on approach for search. Since our target turns to the internet for health information it is
important to develop both upper and lower funnel terms for product related searches and for
potassium citrate key words. It is also important to appear on competitors terms to influence
switch behavior.

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Digital Tactic

Sample

Weighted
(000)

Vertical %

Horizontal%

Index

Banner ads leads to purchase

65

698

1.2%

42%

161

Sponsored websites in search 191

leads to purchase

1,632

3%

35%

136

Full motion video ads lead to

purchase

5,113

9%

34%

133

601

MAGAZINES
In past campaigns Tropicana has focused the majority of their spending on television and
magazines. We are proposing to cut magazines to 10% of our media budget for online spending
to take precedence. Despite this cut, magazines will still play an important role in our campaign
for our 50+ target. Our target considers most magazines to be worth the money (101, 17.4%).
Our magazine recommendation is a combination of advertorials with 100% share of voice and
alignment with relevant editorial content. Below are some recommended titles ranked by index,
CPM, and median age.
Good Housekeeping
Prevention
Better Homes and Gardens
O, The Oprah Magazine
Travel + Leisure
Bon Appetit
Martha Stewart Living
Real Simple
Cooking Light

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NEWSPAPERS
Both older and younger segments of our target audience scored high for newspaper
consumption in our syndicated research. Our 50+ target reads newspapers most days and relies
on newspapers to stay informed (148, 41%) (134, 37%). Newspapers are also a media source that
both targets feel they can trust for credible information. Since we want to establish credibility
with our potassium citrate claim, newspapers are an excellent medium to do so. According to
eMarketer, those who read newspapers are more likely to be the influencers of a family unit.
Reaching these influencers with our creative message is critical since they are the ones that
typically make product decisions.
RADIO
Our radio spending will cap at 2%. According to our syndicated data our combined
targets falls within radio quintile 1 (102, 40.5%) and listens to the radio when they want a quick
news update (106, 30.8%). Our 35-49 year old target tends to listen to satellite radios such as
Sirius XM and radio listening apps such as Pandora or 8tracks (blah). Our 50+ target tends to
listens to traditional FM radio stations.
PROMOTIONS
7% of our IMC allocation will be for promotions. Since the orange juice category is
highly competitive, encouraging trial will function as a switch strategy in addition to bringing
new consumers to the category. By partnering up with FitBit, a smart fitness wristband
marketed to health conscious consumers 30+, we can create excitement around Tropicana by
offering the chance to win this popular wristband with the purchase of Tropicana Pure Premium.
Since Fitbit appeals to a large age group and focuses on heart monitoring and fitness levels, this
promotion will target both 35-49 year olds and 50+. In order to keep the brand top of mind when
advertising spend is low, this promotion will run from September to November.
HEALTH PROFESSIONAL MARKETING
Although the bulk of our medical and health professional marketing will fall under our
public relations efforts, an additional 3% of our IMC strategy will target health practitioners
directly. Our older target views their doctor as a trusted partner when making health decisions
and health related purchases (117, 50%), and falls within Simmons trusting patients
segmentation (156, 30%). Having general practitioners recommend Tropicana for their patients
daily dose of potassium citrate is an effective way to reach our 50+ target indirectly. However,
since both 35-49 year olds and 50+ will also seek health information from a variety of other
sources, we will primarily focus on reaching our targets through advertising and public relations
efforts.

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Budget

With the strategy we have in mind, we recommend a budget of around $50,514,285. This
is estimated to be around a 32% decrease from your previous yearly spending based solely on the
given advertising budget.
Public Relations increased by 1.4% estimating to around $23 million. Extending our
reach to health professionals, we put aside 3% of the budget for health professional marketing,
estimating to be around $2 million. Promotions had a significant decrease of 10%, spending
around $4 million.
Advertising had an overall decrease by 15%, rounding to about $17 million in spending.
Broken down by medium, television decreased by 1.1% and internet increasing by around 32%,
estimated to be around $8 million and $6 million respectively. Magazines follow at around $2
million, newspapers at $900 thousand and then radio at $4 million. Of course, this is our closest
estimation and any changes to the budget before and after the start of the campaign will be
brought to your attention immediately.

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Campaign Timeline

Starting December 1st, following the lift of the embargo, will be the time we begin
sending out our press releases. Our public relation efforts will continue heavily throughout the
first quarter and slow down as we get closer to spring. We will also have a steady flow of
advertisements that will increase during the summer months, as that is the time period that
orange juice sales are highest.
In correlation with select public relation events, our health care professional marketing
will occur during the winter months and then cease during the spring. It will again pick as we roll
into the summer months to compliment the increase in sales.
As for promotions, this spending will focused near the end of the year to support the
efforts above as sales slowly decrease with the incoming fall months.

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Compensation
We propose for compensation a 5% commission fee, 2% mark-up on medium costs, a
$4,000 monthly retainer, and, because we feel confident in our ability to reach you goals, a
$20,000 performance bonus for each percent above the 12% benchmark. This is what we propose
for the starting point in the negotiations.

Why Us?
Tropicana should choose to partner with the TAMBR Agency. We are a new and
innovative agency thats ready to get the ball rolling with strong public relations and advertising
strategies that blend together seamlessly. As a team, we strive to get the word out for our clients
in the most inventive ways possible. We are culture drivers, and will drive the consumers into
making the smart choice when buying Tropicana Pure Premium Orange Juice. We always seek
for success and take pride in every idea we conduct. Since our goal is to build your brand into the
health beneficial drink that it is, we make sure that every position at TAMBR gets a say. We are
a small company that loves what we do and it shows through our results.

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Appendix
"Boston Athletic Association." Boston Athletic Association. N.p., n.d. Web. 30 Sept. 2015.
Chun, O., Chung, S., Koo, S., Lee, S., Lloyd, B., Vance, T., Wang, Y., & Yang, M. (2014
October). Impact of Orange Juice Consumption on Bone Health of the U.S. Population in
the National Health and Nutrition Examination Survey 2003-2006. Journal of Medical
Food, 17 (10), 1142-1150.
Infographic: Whos Really Using Facebook, Twitter, Pinterest, Tumblr, and Instagram in 2015.
(2015, January 12). Retrieved from ADWEEK:
http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-usingfacebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
Krklina, D., & Zvaigzne, G. (2013). Health Promoting Chemical Components of Orange Juice.
Proceedings of the Latvian Academy of Sciences, 67(4), 329-333.
"Philadelphia Half Marathon 04.10.16." Philadelphia Half Marathon. N.p., n.d. Web. 30 Sept.
2015.
"Smartwatch or Fitness Tracker? Why Age, Sex Matter." CNBC. N.p., 07 Jan. 2015. Web. 30
Sept. 2015.
Tropicana Products, Inc. History. (n.d.). Retrieved September 30, 2015.
http://www.fundinguniverse.com/company-histories/tropicana-products-inc-history/

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