arizona brand audit final.compressed
TRANSCRIPT
Arizona Brand Audit - Spring 2016Michael Blouin Ryan Hamilton Kaitlin Lee Cherry (Qianyu) Xiao
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND POSITIONING
Define competitive frame of reference
Nature of Competition:- Class: Beverage
- Category: Tea
- Type: Iced
- Complements: Alcohol
- Substitutes: Lipton, Snapple, Starbucks
[ Arizona’s target market comprises of 18 to 30-year-old males and females are maintain a youthful, fun and dynamic lifestyles regardless of what stage in their lives they are in. Such individuals are avid iced tea drinkers who appreciate refreshing drinks at an affordable cost. ]
Target market:- 18 to 30-year-old males and females- Iced tea drinkers- Youthful, social, dynamic
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND POSITIONING
Define desired brand knowledge structures
Points-of-Parity: Establish Category Membership
Attribute: Cold Benefit: Refreshing
Attribute: Variety of flavorsBenefit: More choices
Attribute: Variety of sizesBenefit: More choices & occasion usages
Attribute: Non-carbonatedBenefit: Calming
Attribute: Tea leavesBenefit: Health benefits
Attribute: Sugar Benefit: Unhealthy
Attribute: Portable packagingBenefit: Convenience
Attribute: Bright colorsBenefit: Eye-catching
Attribute: Sun logoBenefit: Happiness, energizing
PERFORMANCE BASED IMAGE BASED
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND POSITIONING
Define desired brand knowledge structures
Points-of-Difference: Unique Attributes/Benefits not found with competitive brands
Attribute: 99¢ “Big Can”
Benefit: Affordable, thrifty
Attribute: Ginseng
Benefit: Natural, energizing
Attribute: Pop-top
Benefit: Easy access, convenient
PERFORMANCE BASED IMAGE BASED
Attribute: Aluminum PackagingBenefit: Recognizable
Attribute: Colorful designBenefit: Trendy, inspiring, creative
Attribute: Signature “Big Can” Benefit: Recognizable. Iconic
Attribute: Used as alcohol chaserBenefit: Social approval, multiple occasion usage
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND POSITIONING
Perceptual Map: Trendiness vs Alcohol Usage
ALCOHOL USAGE (HIGH)
LOW
LOW TRENDINESS (HIGH)
*Ratings taken from survey
(3, 3)Snapple (2.80, 2.37)
Arizona (3.11, 3.20)
Lipton (2.24, 2.15)
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND POSITIONING
Position Statement
“Arizona Tea is the only trendy iced tea that provides natural ingredients in the widest variety of flavors to meet the socially dynamics lifestyle of youthful adults.”
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND MANTRA
Positive Mental Map
99 centsAffordable
Refreshing
SatisfyingTrendy
Colorful
Inspiring
Creative
Innovative
AlcoholChase
Youthful
“Big Can”
EnergizingArizona
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND MANTRA
Negative Mental Map
Unhealthy
Arizona
Sugary
Calories
Unnatural
Low-quality
Habitual
Core Brand Values- Trendy -- Youthful - - Creative
- Affordable -- Refreshing -- 7
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
BRAND MANTRA
Brand Mantra
BRAND FUNCTIONDESCRIPTIVE MODIFIEREMOTIONAL MODIFIER
Inspiring Socially Dynamic Refreshment
~ 46% of survey participants strongly agree, agree or somewhat agree Arizona makes them feel inspired
~ 64% of survey participants strongly agree, agree or somewhat agree Arizona makes them feel creative
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
PRODUCT
Products: Iced-tea Drinks
Variety of Product Sizes9 Iced-tea Lines
Arnold PalmerGood BrewHalf & HalfAZ EnergyNatural EnergyGreenBlack
Natural EnergyGreenBlackWhiteOak-BrewedWhite
PERFORMANCE
Sodas cans“Big Cans” Plastic bottlesPlastic JugsGlass bottles
- Provides large variety of flavors to choose from- Relevant: Consumed in multiple occasions
~ 83% of survey participants strongly agree that Arizona Tea provides a large variety of flavors
VALUE
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
- Commitment to innovation and hard-working people
- Takes pride in reaching millions of different demographics and bring-ing happiness to them
- Consistently hip and relevant from establishment in 1992 to 2016- Family-owned business, intimate relationship with consumers
IMAGE
- Empathy: Community-oriented, connects with consumers through inspiring blogs and social media
~ 28% of survey participants have engaged with Arizona tea through social media or digital advertisements
VALUE
PRODUCT
Products: Iced-tea Drinks
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
Price Skimming Premium
Market
PenetrationPricing Strategy: Economy
Packaging Size Pricing Method Consumer Perception Value
99¢ “Big Can” EDLP Low
Plastic Bottles/Jugs Value Pricing Meets
Glass Bottles Premium Pricing Exceeds
Pricing Methods
PRICE
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
PLACEMENT
Direct Channel Arizona website (Www.DrinkArizona.com)
Indirect Channels
Retailers: grocery stores, gas stations, convenience stores, restaurantsWholesalers: Costco, Sam’s Club, etc.
Convenience Store Grocery Store Gas Stations
QSR Specialty Store Discount Retailer
80
70
60
50
40
30
20
10
0
Very Likely & Somewhat Likely: Purchase Locations Percentages
Arizona Lipton Snapple
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
PROMOTION PUSH STRATEGY
PULL STRATEGY
Merchandising: - Displayed on many number of shelves in each channel’s aisle- Placed in multiple locations in store
Ex: “Big Cans” are in the refrigerated section while jugs are placed in the beverage aisle
Stocking support, slotting allowances
Advertising:- Digital- Email newsletter
Word-of-Mouth
Event marketing:- Sponsored & promoted at Transworld SKATEboarding
Social media:
- Consistent Handle: @DrinkArizona- Twitter, Facebook, Pinterest,Tumblr, Instagram & Youtube accounts
** Arizona has significantly stronger user engagement across Social media platforms than competitors
Social Media
Arizona Website
Word-of-Mouth
Saw Products/ads in store
Print Advertising
Digital Advertising
18%
2%
34%
63%
11%
11%
Outlet of Promotion Where Consumers First Heard of Arizona
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
IMC
PROMOTIONALEFFORT
EQUITY CREATEDARIZONA EXAMPLE
Social Media Resonance: Community and Engagement & Feelings: Excitement, Fun
- #Drinkfie & #DrinkFree photo contest: Campaign to engage audience and allow them to share how they feel after drinking Arizona
Merchandise - Clothing, accessories (ie. sunglasses, phone cases, hats, bags, shoes etc), skateboards, blankets, pillows
Blog/New Website Judgment: Credibility, Expertise, Superiority
- Publish how-to articles, recipes, and behind-the-scenes to publicize and promote new initiatives
Sponsorship - Sponsored Transworld SKATEboarding event & Alzheimer’s Association’s “Hilarity for Charity”
Resonance: Community & Attitudinal Attachment
Performance: Empathy &Imagery: User Profile
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
OFFENSIVE ELEMENTS
AriZona+ Sun LogoMemorability: % of survey participants correctly matched Arizona to its logo
Meaningfulness: Persuasive - Vibrance encourages social-ability & mobility
Likeability: Colorful logo is visually appealing
ELEMENT AND CRITERIA APPLIED RATING EQUITY
8/10
Salience: Increases Depth &Breadth of brand awareness
Signature “Big Can”Memorability: 96% of survey participants correctly identified the unlabeled “Big Can” silhouette
Meaningfulness: - Specific info about Attribute/Benefit: All flavors offered available in “Big Can” packagingPersuasive: Vibrance encourages social-ability & mobility
Likeability: Silhouette is physically simple and sleek but vibrant in design
9/10
Performance: Style & Design & Product Reliability
Social Media Handle: @DrinkAriZonaMemorability: Blunt account name, does not showcase same creativity as packaging design
Meaningfulness: - Persuasive: encourages audience engage with and consume products
Likeability: Inviting, triggers action to consume drink
7/10Resonance:Engagement& Community
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
DEFENSIVE ELEMENTS
AriZona+ Sun Logo:Transferability: Prints well on different drink packaging, merchandising and accessories Adaptability: Maintains retro personality while swiftly adapting to changing modern tastesProtectability: Logo is registered trademark
ELEMENT AND CRITERIA APPLIED RATING EQUITY
8/10 Performance: Style & Design
Signature “Big Can”Transferability: All designs of different product lines print well on “Big Can” packaging format Adaptability: Design varies based on flavors and secondary associations; high flexibilityProtectability: Not registered but iconic to the brand and recognizable to consumers
8.5/10
Salience: Increases Depth - recognition and recall
Social Media Handle: @DrinkAriZonaTransferability: website has six different language optionsAdaptability: Handle consistent along digital channels (ie. Twitter: @DrinkArizona | URL: www.DrinkArizona.com) Protectability: Handles consistent enough to create strong, recognizable presence despite not registered
7/10Resonance:Engagement& Community
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
SECONDARY ASSOCIATIONSASSOCIATIONPATH
ASSOCIATIONTYPE
ARIZONA EXAMPLE
Place Origin - Brooklyn, NY - United States
People Person - Arnold Palmer- Jack Nicklaus: Golden Bear- Joe Dimaggio: Joltin’ Joe Espresso- Shaq: Soda Shaq, Shaq Fu
People Endorser - Shaq: event representative- Yung Lean: artist representative
Things Sponsorship - Transworld SKATEboarding
Things Third Party Endorsers
- Alzheimer’s Association’s “Hilarity for Charity”
Other Brands Company - Skinnygirl: Skinnygirl Sparklers
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
SALIENCE
Usage Occasion Percentages80
70
60
50
40
30
20
10
0Arizona Lipton Snapple
Parties/Gatherings Study/Work Road Trips To complement a mealDrinking Alcohol
Depth - Brand recognition and recall, category membership
- Signature 99¢ “Big Can” = recognition
~ 96% of survey participants correctly identified the unlabeled “Big Can” silhouette
- Logo = recognition ~ 95% of survey participants correctly matched Arizona to its logoBreadth - Needs satisfied & purchase/usage consideration
- #NationalTequilaDay = alcohol usage & purchase consideration increase for Skinnygirl Sparklers
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
PERFORMANCEProductReliability
Attribute: - Always packaged in large quantities and cold
Benefit: - Consistently provides refreshment andsatisfaction each time and per different purchase
Evidence: ~ 71% survey participants said they strongly orsomewhat agree that they trust Arizona as a brand ~ 68% survey participants said they are a great deal, a lot, or a moderate amount satisfied after drinking Arizona
Style & Design
Attributes: - “Big Can,” colorful, bright, vibrant
Benefit: - Brings happiness, excitement, eye-catchingenough to be highly recognizable
Evidence: ~ 64% of survey participants strongly agree, agreeor somewhat agree that the design of the Arizonacan made them feel creative
Price Attributes: - Signature 99¢ “Big Can”
Benefits:- Affordable, cheap
Evidence: ~ 56% of survey participants claim they feel boththrifty and savvy when purchasing a 99¢ “Big Can” 19
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
IMAGERYUser Profile
Attribute: - Young, trendy, socially dynamic
Benefit: - Youthful profile allows for continuous relevanceover the years
- Socially dynamic customers who are very activein different activities allow for increase purchaseoccasions
Evidence: ~ With 40% and 38% approval ratings, survey participants, respectively, ranked Cara Delevingne & Ed Sheeran as the top two celebrities who best embody the Arizona brand. Such rationale can be supported by the fact that both are young exuberant, trendy, popular and have strong social media presences.
Attribute: - Available in convenience stores & gas stations
Benefit: - Widely available and easily accessible
Evidence: ~ 41% of survey participants claim they are extremelyor somewhat likely to purchase Arizona for road trips
Actual Purchase & Usage
History, Heritage, & Experience
Attribute: - Consistent “est. in 1992” stamp complements design- Never-changing 99¢ prices
Benefit: - Feel nostalgia and associate Arizona with memories 20
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
JUDGMENT
Quality: - Labeled “100% Natural Ingredients,” “No Artificial Flavors,”
“No Artificial Colors,” & “No Preservatives” labels on “Big Can”
Credibility: -Family owned and operated
Consideration: ~ Survey participants ranked Arizona first overall as
their #1 pick of out Snapple and Lipton Arizona: 35 1st choice, 16 2nd choice, 5 last choice,
Snapple 14 1st choice , 32 2nd choice, 10 last choiceLipton 7 1st choice, 8 2nd choice, 41 last choice)
Superiority: - Labeled “America’s No. 1 Tea and Juice Drink Brand”
Strongly Agree & Agree Percentages: Arizona Credibility
706050403020100
Expert in Field Trust in BrandSuperior to other iced tea brands
Arizona Lipton Snapple 21
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
FEELINGS
Warmth, Fun, Excitement- Packaging Colors- LogoInspired~ 46% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel inspired Creative~ 64% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel creative Trendy~ 73% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel trendy
Social Approval: ~ 43% of survey participants strongly agree, agree & somewhat agree that Arizona makes them feel socially respected
Strongly Agree & Agree Percentages: How Drinking Arizona Makes Them Feel
50
40
30
20
10
0Arizona Lipton Snapple
Trend Social Thrifty Regretful Unhealthy
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Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
RESONANCE
BehavioralLoyalty
~ 64% of survey participants claim they would wait to have Arizona in hour over taking Lipton immediately
~ 41% of survey participants claim they would wait to have Arizona in hour over taking Snapple immediately
Attitudinal Attachment
~ 80% of survey participants claim they would miss or maybe miss Arizona if it disappeared tomorrow
- Merchandise: wearing Arizona apparel creates personal attachment to the brand
Community
- Blog: Allows audience to come together and read each other’s stories about Arizona
- Merchandise: seeing others also wear Arizona apparel creates as a sense of belonging
- Customers & audiences come together to serve Alzheimer’s Association’s “Hilarity for Charity”
ActiveEngagement
- Participated in promotion and contests at Transworld SKATEboarding- Social Media:
~ Average 39 Retweets & 92 Likes per Tweet(compared to 6 & 25 for Snapple and 3 & 7 for
Lipton)
~ Average 3.1K Likes & 95 Comments per Instagrampost (compared to 313 & 19 for Snapple and 355 & 13for Lipton)
**Average each brand’s last 5 social media posts 23
Positioning Mantra 4 P’s Brand Elements Secondary Sources BRP Model Overall Equity
Overall EquityEVALUATION RECOMMENDATION
Arizona’s positioning its unique compared to competitors, which it is trendiest and has the most flavors. Arizona is able to effectively promote unique attributes/benefits at competitive price. However, the brand lacks more traditional advertising and promotion (almost all of their marketing appears to be through social media)
Arizona’s strongest elements are its signature and iconic 99¢ “Big Can,” as well as its recognizable, colorful, vibrant packaging.
Arizona has many great partnerships, does not adequately promote such affiliations and does not have its fullest potential awareness of its products.
Arizona has strong qualitative equity in imagery, feelings and resonance. However, the brand can improve on performance of purchase/usage consideration, product taste and customer satisfaction
5 Ps: 7/10
Brand Elements: 8/10
Secondary Sources: 7/10
BRP: 7.5/10
Overall:
~74%
Arizona should maintain its price and product strategies but expand in placement such increasing stocking in discount retailers and expand in promotion through more traditional advertising (TV, billboards, street, buzz marketing,etc.)
Arizona can improve its slogan, “Who’s Thirsty?” to be just as catchy has its packing design.
Arizona should spend more time away from its main products, such as Arnold Palmer, iced tea and jasmine green tea, in order to better promote its products with secondary sources.
Arizona should be more interactive with customers outside of social media. The brand can improve its performance by creating a space/opportunity for potential and current customers to physically engage with products in-person.
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APPENDIX: RESEARCH OVERVIEW1.) Interview: - 10 questions
- 12 responses (3 per team member)
- All responses were USC students
- Used results to build survey
2.) Survey - Begins with general questions about purchase and usage behavior for iced tea products
- Branches into three brands with all the same questions for Arizona, Lipton and Snapple
- Received 60 submitted survey results subtracting 4 bounced invalid responses, for a total of 56 completed survey results
- Majority of survey participants (53/56) were college-aged students from 18-25 years old. Outliers include 1 “below 17” and 2 “Over 50”
3.) Found secondary brand information on Www.DrinkArizona.com as well as on Arizona’s and its competitors’ social media pages
4.) Audit
- Used survey results to build graphs and visuals to support brand audit claims
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General part 1
Thank you for taking time out of your busy schedule to take this survey!
The purpose of this survey is to understand preferences, shopping behavior, andexperiences when consuming iced tea beverages. Upon completion of this survey,
you will be entered into a raffle to win a $25 Chipotle gift card.
This survey has two parts and will take approximately 10-15 minutes.
Firstly, we want to assess your needs and purchase habits toward iced tea ingeneral.
Secondly, we will ask you questions regarding three different iced tea brands.
Please indicate your age:
Do you have any previous professional marketing experience?
Which of the following brands are you currently aware of? (please select all that
Below 18
18-25 years old
26-35 years old
36-45 years old
50+ years old
Yes
No
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apply)
Which of the following brands have you consumed before? (please select all that
apply)
Please rank the following brands by purchase preference:
Arizona
Lipton
Snapple
Gold Peak
Starbucks
Nestea
Honest Tea
Others
Arizona
Lipton
Snapple
Gold Peak
Starbucks
Nestea
Honest Tea
Others
Items First ChoiceArizona
Snapple
Lipton
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How often do you purchase iced tea (black, green, Arnold Palmers, etc.)?
How likely are you to purchase iced tea for the following occasions?
Second Choice
Last Choice
More than twice a week
Once a week
Couple of times a month
Once a month
Once every 2-3 months
Once every 3+ months
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Parties / Gatherings
Study / Work
Roadtrips
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Please match the following logos with their corresponding brand names:
Please match the following slogans with their corresponding brand names:
Roadtrips
To compliment a
meal
Drinking alcohol
Items Lipton
Arizona
Snapple
Items Lipton
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Please match the following bottle/can silhouettes with their corresponding brand
names:
Arizona
Snapple
Who's Thirsty?
Made from the Best Stuff
On Earth
Be More Tea
Items Lipton
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Please imagine the types of people who would drink Lipton, Arizona, and Snapple
iced teas. Match each personality below with the brand they best represent.
Arizona
Snapple
Items Lipton
Arizona
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Lipton
Where did you first hear about Lipton? (select all that apply)
What is the maximum price you would pay for a 16.8 fl oz bottle of Lipton iced
tea?
Snapple
Social media
Lipton website
Word of Mouth
Saw product or advertising in-store
Print advertising
Digital advertising
Other
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How likely are you to purchase Lipton iced tea at the following locations?
How likely are you to purchase Lipton iced tea for the following occasions?
Less than $1
Between $1 - $2
Between $2 - $3
More than $3
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Convenience stores
(examples: CVS)
Grocery stores
(examples: Ralphs)
Gas stations
Fast food
restaurants
(example:
McDonald's)
Specialty stores
(example: Starbucks)
Discount retailers
(example: Target)
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Parties / Gatherings
Study / Work
Roadtrips
To compliment a
meal
Drinking alcohol
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Please indicate how much you agree with the following statements about Lipton:
Please indicate on the following scale to what extent drinking Lipton tea makes
you feel:
Strongly
agree
Somewhat
agree
Neither
agree nor
disagree
Somewhat
disagree
Strongly
disagree
Lipton is an expert in
its field and is
knowledgable about
iced tea
I trust Lipton as a
brand
Lipton is superior to
other iced tea brands
Lipton is made of
high quality
ingredients
Lipton tastes good
Lipton offers variety
of flavors
A great deal A lot
A moderate
amount A little None at all
Hydrated
Refreshed
Happy
Trendy
Energized
Empowered
Confident
Socially respected
Satisfied
Nostalgic
Unhealthy
Socially excluded
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Would you miss Lipton iced tea if it was gone tomorrow?
If you could receive a free Lipton iced tea right now or a free Arizona iced tea in an
hour, which would you choose?
Snapple
Where did you first hear about Snapple? (select all that apply)
Socially excluded
Depressed
Angry
Unsatisfied
Cheap
Thrifty
Guilty
Shameful
Regretful
Yes
Maybe
No
Lipton now
Arizona in an hour
Social media
Snapple website
Word of Mouth
Saw product or advertisement in-store
Print advertising
Digital advertising
Other
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What is the maximum price you would pay for a 16.9 fl oz bottle of Snapple iced
tea?
How likely are you to purchase Snapple iced tea at the following locations?
How likely are you to purchase Snapple iced tea for the following occasions?
Less than $1
Between $1 - $2
Between $2 - $3
More than $3
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Convenience stores
(examples: CVS)
Grocery stores
(examples: Ralph's)
Gas stations
Fast food
restaurants
(example:
McDonald's)
Specialty stores
(example: Starbucks)
Discount retailers
(example: Target)
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Please indicate how much you agree with the following statements about Snapple:
Please indicate on the following scale to what extent drinking Snapple tea makes
you feel:
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Parties / Gatherings
Study / Work
Roadtrips
To compliment a
meal
Drinking alcohol
Strongly
agree
Somewhat
agree
Neither
agree nor
disagree
Somewhat
disagree
Strongly
disagree
Snapple is an expert
in its field and is
knowledgable about
iced tea
I trust Snapple as a
brand
Snapple is superior
to other iced tea
brands
Snapple is made of
high quality
ingredients
Snapple tastes good
Snapple offers
variety of flavors
A great deal A lot
A moderate
amount A little None at all
Hydrated
Refreshed
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Would you miss Snapple iced tea if it was gone tomorrow?
If you could receive a free Snapple tea right now or a free Arizona tea in an hour,
which would you choose?
Happy
Trendy
Energized
Empowered
Confident
Socially respected
Satisfied
Nostalgic
Unhealthy
Socially excluded
Depressed
Angry
Unsatisfied
Cheap
Thrifty
Guilty
Shameful
Regret
Yes
Maybe
No
Snapple now
Arizona in an hour
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Arizona Tea
Where did you first hear about Arizona Tea? (select all that apply)
What is the maximum price you would pay for a 16.9 fl ox bottle of Arizona Tea?
Social media
Arizona website
Word of Mouth
Saw product/product advertisement in store
Print advertising
Digital advertising
Other
Less than $1
Between $1 - $2
Between $2 - $3
More than $3
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Each of these cans of Arizona Tea (23 Fl. ox) is 99 cents. Please indicate on the
following scale how the pricing makes you feel:
Please observe the designs of the cans carefully. Then, indicate to what extent the
designs make you feel:
Strongly
agree
Somewhat
agree
Neither
agree nor
disagree
Somewhat
disagree
Strongly
disagree
Thrifty
Proud
Savvy
Outstanding
Cheap
Poor
Strongly
agree Agree
Somewhat
agree
Neither
agree
nor
disagree
Somewhat
disagree Disagree
Strongly
disagree
Inspired
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How well do you think these celebrities embody the Arizona brand?
Creative
Motivated
Unconventional
Trendy
Overwhelmed
Average
Underwhelmed
Unimpressed
Confused
Extremely
well
Somewhat
well Indifferent
Somewhat
poorly
Extremely
poorly
Cara Delevingne
Ed Sheeran
Ice-T
Jordan Spieth
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How likely are you to purchase Arizona tea at each of the following locations?
How likely are you to purchase Arizona tea for the following occasions?
Jennifer Lawrence
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Convenience stores
(examples: CVS)
Grocery stores
(examples: Ralph's)
Gas stations
Fast food
restaurants
(example:
McDonald's)
Specialty stores
(example: Starbucks)
Discount retailers
(example: Target)
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Parties / Gatherings
Study / Work
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Please indicate how much you agree with the following statements about Arizona
Tea:
Please indicate on the following scale to what extent drinking Arizona Tea makes
you feel:
Study / Work
Roadtrips
To compliment a
meal
Drinking alcohol
Strongly
agree
Somewhat
agree
Neither
agree nor
disagree
Somewhat
disagree
Strongly
disagree
Arizona Tea is an
expert in its field and
is knowledgable
about iced tea
I trust Arizona Tea as
a brand
Arizona Tea is
superior to other
iced tea brands
Arizona Tea is made
of high quality
ingredients
Arizona Tea tastes
good
Arizona Tea offers
variety of flavors
A great deal A lot
A moderate
amount A little None at all
Hydrated
Refreshed
Happy
Trendy
Energized
3/9/2016 Qualtrics Survey Software
https://login.qualtrics.com/ControlPanel/Ajax.php?action=GetSurveyPrintPreview 19/21
How likely do you think Arizona will sponsor the following events?
Would you miss Arizona Tea if it was gone tomorrow?
Energized
Empowered
Confident
Socially respected
Satisfied
Nostalgic
Unhealthy
Socially excluded
Depressed
Angry
Unsatisfied
Cheap
Thrifty
Guilty
Shameful
Regret
Extremely
likely
Somewhat
likely
Neither
likely nor
unlikely
Somewhat
unlikely
Extremely
unlikely
Music Festivals
Surf Competitions
X Games
Comic-Con
Ski/Snowboard
Competitions
Food Festivals
Film Festivals
Yes
Maybe
InterviewQuestions:
ArizonaTea
- Whatbrandscometomindwhenyouthinkabouticetea?
- Whatmakesthebrandssimilaranddifferentfromeachother?
- WhatcomestomindwhenyouthinkaboutArizonaTea?
- Whatdoyoulike/dislikeaboutArizonaTea?
- WhatkindofpersondrinksArizona,Lipton,orSnapple?
- IfArizona,LiptonandSnapplewerepeople,whatwouldtheylooklike?
- Gender,age,professions,physicaldescription,etc.
- Whatcelebritieswouldbestrepresenteachbrand?
- Whydoyouthinktheybestrepresentthosebrands?
- OnwhatoccasionswouldyoupurchaseArizonaTea?
- HowoftendoyoupurchaseArizonaTea?
Summarized Interview results:
What brands come to mind when you think about ice tea?
Lipton - 12 Arizona - 12 Snapple - 5 NestTea - 2 Starbucks - 2 Honest Tea - 1 Minutemaid – 1 Tazo - 1
What makes the brands similar and different from each other? Arizona: taste not health, cheaper (99 cents), plastic bottle, mixed but not as sweet as MM, big cans, mixed drinks Honest: healthier Lipton: poor and all natural, premium and healthier NestTea: worst Snapple: too sweet NestTea: Cheap but doesn’t taste good Arizona + Lipton: Packaged Starbucks: made in store Lipton v Arizona = both sweet and sugar and commercialized (people would know lipton in McD in fountain drinks Tazo = fancier, healthy
What comes to mind when you think about Arizona Tea?
Sweet 4 Tasty Unhealthy Sugary Not natural 99 cents 6 Flavor variety 2 Refreshing 2 Good chaser 2 Nice Packaging 8 Widely Available 2 Not addictive
What do you like / dislike about Arizona Tea? L: Affordable, Taste, variety, Like how it’s in big bottles, different flavors, tastes good (ice cold from gas station as refreshers) D: Not enough tea flavor, not enough flavors, too sweet, Drink it a lot and makes you feel sick probably because of all the sugar
What kind of person drinks Arizona, Lipton, or Snapple? Arizona: Middle schooler skaters getting Arizona at the store while hanging out (cool thing) Younger, high school, Kids Overweight adults Everyone College students Lipton: Families because come in big size for families Poor people Older age 25-40 Snapple: Soccer team for after games Younger 15-25 More healthy in office Trendy, ORT person
If Arizona, Lipton and Snapple were people, what would they look like? Arizona: Cool kid in high school because unique with big can and cool looking Male athlete
Middle school slightly overweight kid Cool trendy hipster Young unhealthy male 30-60 male middle class, hanging out at happy hour bar 16 male skateboard hip and cool, tank top and headphones 18-28 male college students, casual tee and jeans College kids loves graffiti Lipton: Sweet baby because innocent tasting and sweet Overweight mom Southern poor guy Loser Old dudes Male 30 works in office, suite and tie, glass, suitcase, hardworking Office, very stable schedule, drinks hot tea Snapple: Jokester because has the joke Trendy, hippy, male, torn jeans Trendy kids Somewhat style nerds Middle aged woman 20 female walk to school in morning, headphones, goes to gym 20+ female in dress carries books while waiting for bus 15-24 female weird and cute, quirky, freelance blogger
What celebrities would best represent the brands?
Arizona: Hannah Montana (not Miley Cyrus), Bruno Mars, Ed Sheerhan, Mila Kunis, Brad Pitt, Sean William Scott, Ceelo Green Snapple: Ed Sheerhan, Ariana Grand, Katy Perry, Kara Delegene, One Direction, Zac Efron, (any of) Jonas Brothers, Rosy O’Donnell Lipton: Matt Perry (demographic parallels), Jennifer Aniston, Hugh Jackman, Robert D, Honey Boo Boo, Carlos Mencia, Mark Zuckerberg, Jack Nicolson Tazo: Taylor Swift (tall, skinny and would choose that one), looks classy because simple design
On what occasions would you purchase Arizona Tea? Road trips because refreshing drink and big so have a lot to drink while stuck in car When craving something really refreshing and not looking to go out of your way. Alone and studying and need something cold to give me a boost Chaser 7 People gathering (party) When I don’t give a fuck Vending machine If offered in restaurant How often do you purchase Arizona Tea? Once every three (few) months Couple times a year Only for chase 3-4 times/month Once a month 4 Twice a month 2