The Copy Platform: Loco Smoothies
BUSI 3336 Direct Marketing
Mount Saint Vincent University
Gillian McKenzie, Damian McCartney, Fatou Saidy, Hussain Alkhabaz,Abdullah Alkhudhaimi
Statement of Problem
Obesity in Canada is on the rise, one in four adult Canadians were obese in 2011–2012 (Stats Canada, 2012). In 2012, Obesity levels In Nova Scotia were 32.3% more than the national average (Stats Canada, 2012). As people are beginning to realize the negative effects of processed foods, people tend to forget about the energy drink trend in Canada. People who are low on energy and need to get work done, exams or homework wouldn’t think twice about grabbing for a red bull, while not realizing the negative effects it could have on their health. In a single can of Red Bull there are 27 grams of sugar, which equal to 9 teaspoons of sugar (Caffeine Informer, 2016). That’s why we are introducing Loco Smoothies, we are a locally owned and operated smoothie companies who specializes in healthy alternatives to energy drinks. Compared to energy drinks and other soft drinks and smoothies on the market we offer competitive prices even though we use quality products, that are delicious and nutritious. We give you the boost you need when you need it.
We all live busy lives, and it isn’t easy to find healthy drinks or meals that give you a boost when you are on the go. These smoothies could also double as a meal replacement. We also have an agreement with local farmers where we buy products in bulk at a cheaper price, so we will always have fresh ingredients on hand. When you go to the grocery store you shouldn’t have to reach for a soft drink or an energy drink, we give you that healthy alternative.
Advertising Objectives
We hope to decrease health risks and obesity in Canada and people who are looking for more variety in their diets. We also hope to stimulate the local economy and help bring stability and prosperity to Nova Scotia. We also want to help support local farmers. We want the public to be able to choose a healthier option when choosing a drink on the go. We also hope to help students and middle class families as our price is competitive with the average “healthy” smoothie and it is in alternative for fast food and junk foods as it can be a meal replacer. We also hope to reach out to those who are already maintaining a healthy lifestyle and want a healthy drink on the go.
Product Description
Packed with protein and energy boosting ingredients Loco Smoothies are the perfect drink for anyone on the go. We want to push the “buy local” initiative and want people to know when they buy our smoothies they are helping the local economy and local farmers. Our products are 100% naturally sweet, with no added sugar or preservatives. The smoothies are filled with iron, calcium, protein, and fiber. At the Farmer’s Market, in Pete’s Frootique and in supermarkets people the only option is to buy prepackaged 591 mL bottles of smoothies. We will also have a smoothie truck and attend the Farmer’s Market where you can choose a prepackaged smoothie if you are in a hurry or choose to have your smoothie made fresh in front of you with the option of size small (250 mL), medium (500 mL), large (750 mL). We will also have a customer loyalty program where if you bring in a reusable bottle you will get your smoothie for a discounted price. Depending on the fruits and vegetables in season will determine the smoothie flavours being offered at that time. For example, strawberries and kiwis are popular in the summer so one flavour could be strawberry kiwi tango.
The packaging’s of our bottles are biodegradable plastic bottles and are eco-friendly. Regardless if you buy it prepackaged for fresh in front of you, the bottle will have a resalable top allowing your smoothie to stay fresh all day and allowing you to be local on the go. Our tagline is placed below the logo on our bottle that says, “Be crazy, Buy local”.
Audience Profile
Our target audience covers almost all demographics but focusing mainly on males and females between the ages of 18-40 years old. This could include university students, young professionals, young parents, and also senior citizens. We also hope to target people who are passionate about buying local and who are health conscious. 54% of Canadians over the age of 18 are obese (Stats Canada, 2014), this calls for alternative healthy smoothies being made available. We started targeting those at age 18 as that is when high school students’ transition into university, they move away from home and forms poor eating habits. A lack in education on healthy eating could also play a factor on the rise in obesity. Young families are also busy and on the go and need healthy options for if they are on their way to a soccer game but don’t have time to eat, they can grab a Loco smoothie and still have all the appropriate nutrients. Senior citizens could also benefit from the Loco smoothies as they provide necessary nourishment from a natural, local source.
Competition Analysis
People could consider our product a typical smoothie or a soft drink. What sets us apart from our competition is our local, healthy initiative. Our direct competitors include, Booster Juice Orange Julius, Arthur’s Smoothies, Mindful Mango Cafe and fast food chains that provide smoothies. Typically these smoothies contain high amounts of sugar and artificial flavours and food colouring and they don’t get their ingredients from local producers. Our consumers know exactly what goes into our smoothies, whereas the other prepackaged and fast food smoothies you are not sure of all the additives that are going into the smoothies. Our competitor are international franchises that don’t have local foods, therefore the competitor’s have preservatives in their products. For example Booster Juice claims to have fresh frozen fruit in their smoothies yet in their Funky Monkey, which is 709 mL contains 585 calories, 8.8 grams of fat and 110 grams of carbohydrates (Best Health, 2011). Our average price point is around $4.00 – $5.00 for a smoothie which is around the same price range as our competitors but surpassing their quality. This is cheap considering we provide all natural, fresh ingredients in our smoothies.
Key Benefits and Rationale
Key Benefits
Loco smoothies are a healthy alternative to energy drinks, coffee, protein shakes and overpriced “healthy smoothies”. Being local and mobile, at a competitive price we offer the best bang for your buck. Advantages for our consumer:
Fresh fruits and vegetables delivered daily
Fruit and vegetables are never frozen, always fresh
Resalable lid so your smoothie is always fresh
“Ready to Go” packaging available
Refill and Save program – Loco Reload
Mobile Smoothie truck to university campuses and senior citizen homes
Biodegradable packaging
No artificial sweeteners
Competitive price point
Locally produced
Could double as a meal replacer
Helps to regulate body cycles through natural ingredients (ex. menstrual cycle)
Rationale
The most important point of Loco smoothies is they are fresh, local, natural and convenient. Our target markets can access us easily. Those who go to the Farmer’s Markets, middle aged families. We have the mobile smoothie truck where we choose designated days to go to university campuses where we offer discounted smoothies to students who show us their current student ID, as we know they are on a budget but still want to engage in healthy eating habits. We will also travel to senior citizen homes on Wednesdays called “Loco Days” where we will provide the convenience of our products to the senior citizens and to the staff. Those who care about the environment will enjoy our products as the packaging is biodegradable and we have the Loco Reload program where you can reuse your cup.
Selling Strategy
Objectives
Brand loyalty
Become a household name
Maximize profit, by using only local resources
Promote a healthy lifestyle “on the go”
Buy local
Raise awareness that it is important to keep local farmers in business
Be crazy, Buy local Campaign
Our advertising campaign will be our “Be crazy, Buy local”. The main goal of the campaign is to get our consumers to buy our product and to promote a healthy lifestyle. It will create awareness around affordable, local products. Products that Nova Scotians aren’t aware are available. Because of how the product is produced both the packaging and the contents, we are appealing to environmentally conscious people.
We will use all forms of social media, including Facebook, twitter and instagram. For our “Be crazy, Be local” campaign we will request for people to send us a picture of them holding their smoothie with their craziest face to be featured on our social media campaign. We will also be working with local food stores such as Pete’s Frootique, Sobeys, Costco, and Atlantic Superstore to provide samples to customers. We could participate in annual food festivals and trade shows giving out coupons and merchandise (lanyards, bumper stickers, keychains etc.). On our labels on our bottles we will provide a hashtag #LocoSmoothies giving our consumers the opportunity to stay connected and follow us for offers and promotions.
Sample Twitter/Facebook/Instagram post:
Selling Style and Ad Appeal
Selling Style
We are choosing a soft sell approach. We want to sell our product in a friendly and approachable way. We don’t want to scare off our consumers by threatening their current health situation or feel pressure because we are local. We want them to feel we are a good choice to add to their lifestyle as we are not only healthy but also local. That is why in our campaign we are choosing to engage in the humour aspect instead of serious and statistical. We will also use logical and emotional tactics, for example families may begin to realize they want their children/elder parents to live a long and prosperous life after seeing some of our advertisements with family talking about health risks and the benefits of our products etc. this is an example of an emotional tactic.
Ad theme
Depending on which medium we are using to get our message across, we may want to use different themes, such as:
Testimonial – We want to have honest testimonials from real consumers who use our products to better establish us as a credible local company.
Celebrity – As our company grows we may want to have local celebrities promote our products ex. Sidney Crosby, he is a respectable athlete in the NHL who is from Cole Harbour.
Humour – We can use humour to appeal a younger demographic such as university students and young professional who need to eat healthy on the go.
Ego – We want our consumers to feel as though they are worthy of living a healthy, local lifestyle. It’s not a privilege; it’s a right to be loco.
Are you looking for a similar paper or any other quality academic essay? Then look no further. Our research paper writing service is what you require. Our team of experienced writers is on standby to deliver to you an original paper as per your specified instructions with zero plagiarism guaranteed. This is the perfect way you can prepare your own unique academic paper and score the grades you deserve.
Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.
[order_calculator]