Introduction to Media
April 18, 2013
Media Plan Part I - Arizona Beverage Company
The company I chose to research for my Arizona Iced Tea media plan is the Arizona Beverage Company. It was founded by John Ferolito and Don Vultaggio, originally as a beer brewery in 1971. The pair saw how well the Snapple brand was doing in 1990 and then decided to make Arizona products in 1992. Since the company started, they have become the #1 ready-to-drink tea in the US. The company originally started in Brooklyn, NY, and now is headquartered in Woodbury, NY. Their main goal is to create a high quality product that comes in packaging that stands out. They also believe in distributing solely in the US.
I am specifically going to be planning for the company’s Iced Tea and Juice Blend products, which are most commonly found in retail stores. There is a handful of different products within this category such as flavored teas, “half & halfs”, and juice blends. The unique selling proposition of these products is that they are high quality, tasty, and they come in large amounts (“tall boys”), for only $1.00 a can/bottle.
As previously stated, Arizona Tea is the #1 ready-to-drink tea in the market. Their market share is currently 32%. The product’s target market is currently 18-24 year olds, with secondary targets of 13-17, and 25-30 year olds.
| |STRENGTHS |WEAKNESSES | |LIPTON |-no preservatives, artificial |- currently trails behind competitors in most| | |colors or flavors |developed markets | | |-gluten-free | | |...