COOL BURST

Group 3

HISTORY
Over a decade, most successful juice in South East Restaurant menus and school vending machines Success mainly due to being at the right place at the right time & efficiency

STRUCTURE
Target: Schools & Restaurants

Purchasing agents & plant operations in Atlanta

Efficient operations with minimal cost of production Salespeople all over South-East IT system for placing orders served by a fleet of drivers

Lab located in Chicago

PROBLEM AT LARGE
Annual revenues stuck at $30 million

Profits flattened for four straight years

Chicago (conglomerate HQ) inquired about budgets, expenses & personnel changes New competitors gradually making a dent (Drink-Ups radio jingles, Thirst Smashers carts) No creativity as employees (straight from Miami school/college) were conservative, traditional and formal

Perception that Cool burst is for kids

PROBLEMS
Distribution

Schools & Restaurants

New Channels like airport

Promotion

In-house ads at Point of Purchase

TV ads by NY agencies

Product

Same flavors

New flavors

If it aint broke, dont fix it

VS
Innovate or evaporate

DISTRIBUTION & FLAVORS Velez should be promoted and provided with more resources to develop new flavours/tastes to cater to a wider range of age groups Concentrate on more distribution channels like Beaches Airport Push-Carts Retail chains Colleges Events

VELCRO ORGANIZATION
In this world of disruptive change, a company's infrastructure needs be like Velcro

Cohesive and workable when in place, but capable of being easily re-arranged when circumstances and strategy call for it

VELCRO ORGANIZATION
Luisa, the CEO should envision, empowers & energize

Gradual Change
Informal setting Cross-departmental collaboration Encourage ideas and reward them by minimizing rules and regulations

Make them aware of rising competition

Leverage on their loyalty Hire Jenkins back; hire more creative heads

HARRY POTTER MARKETING

1. Develop a Strategic Approach:

As a marketer, it is important to develop a strategy. Create goals, and execute your strategy with those goals in mind.
J. K. Rowling knew how she was going to shape her characters through the course of her 7 books Luisa should know who her competitors are & how to tackle them through proper mission, vision and goal statements

HARRY POTTER MARKETING

2. Viral Marketing: Marketers need to utilize inbound marketing to create buzz over their product, service or company. Positive reviews and promotions that come straight from consumers are more valuable than content that comes from the company. This is what has happened in Harry Potters case, fans took over and created many viral campaigns on the internet Utilize the different social media tools that are available online to create the hype that you need to be successful.

HARRY POTTER MARKETING

3. Multi-Channel Approach: J.K. Rowling used multiple channels to reach her audience. She recognized that her audience ranged from young children to adults, and she needed to cater to their interests. Amusement Parks like the Wizarding World of Harry Potter Social Media Pottermore Harry Potter Trailers on YouTube. Marketers should follow her example by using many channels to get their message out Different parts of your audience are more attracted through different means making it necessary to use a healthy mix of promotional tools.

HARRY POTTER MARKETING

4. Play Off Your Audience's Personality: After a few book releases, J.K. Rowling knew how to reach her audience. She knew the anticipation. she used this knowledge to generate more buzz about anything relating to Harry Potter Marketers need to do a lot of research to understand and connect with their audience. The more knowledge you have, the easier it will be to execute your strategy. Ex: If your audience is attracted by a certain channel, use it. If your audience is attracted by a certain message, use it

HARRY POTTER MARKETING

5. Create a Distinct Brand: When you think of Harry Potter a few keywords come to mind. They could be wizard, lightning bolt scar, Quidditch, or "the boy who lived." These characteristics of this book series are recognized by people who aren't even fans Marketers need to follow this lead and create specific and identifiable brands for their company or cause. What message does your brand have? What is your brand supposed to symbolize? How will other people connect with your brand? What does your brand mean to your audience? Identifying all aspects of your brand is important at the start of any campaign.

PROMOTION
Use an Ad agency for TV ads

Unconventional advertising campaigns (Guerilla)

Radio jingles for brand recall

GUERILLA ADS

THANK YOU