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Up & Go
Transcript of Up & Go
Sanitarium is proudly 100% New Zealand owned, they have developed a reputation for manufacturing quality health and vegetarian food products
At Sanitarium they believe that a really ‘quick’ breakfast and a really ‘good’ breakfast should not be mutually exclusive, this is why they invented Up&Go liquid breakfast
SWOT Analysis Strengths:
100% New Zealand owned company
Website that is dedicated to Up&Go
High brand awareness
Lack of competition
Limited capacity 250ml
Broadening their Target Market
Competition (new entries)
External changes (Govt, policies, taxes)
Lower cost competitors or imports
Main Competitors Primo Extremo
Fairly new to the NZ Market
Heavly advertised brand (Mainly TV & Radio)
Have their own Website
Meadow Fresh Calci-Trim Liquid Breakfast
Mainly use TV and Magazine to advertise
Advertising Strategy & Objectives Strategy:
To create a new range of Up&Go products that will cater directly to our new target auidence (Vegeterians, Vegans, Lactose intolerant)
To raise awareness of the new Up&Go product within the clearly identified target market
Trial objective - to encourage customers to make an initial purchase of a new product
Michelle Johnson 0948572
Jaimee Croot 0775997
Hannah Martin 0701139
Sally Sutherland 0173588 Advertising Message Alternative breakfast option
Not just for vegans or those with special dietary requirements
Has benefits for a wider range of people
eg. High in calcium, low in sugar and
salts,cholesterol free and contains vitamin B12
Advertising Message Cont. Have an open ended message – “So why not try it?”
Use of humour - ‘Humorous ads are often the best known and best remembered of all advertising messages’ (Advertising and Promotion, 2009)
“It’s Soy Good!”
Use of Stereotypes Advertising Creative Strategy
Use of "typical stereotypes" - include those who don't drink dairy for religious views, a stereotypical vegan "hippie" and an upper-class woman who only drinks her coffees with soy milk
Use of humour to portray these characters which is used in previous Up&Go adverts and appeals to a wide range of people
Positioned as a healthy soy breakfast alternative with a light-hearted approach
Unique Selling Proposition (USP) includes the benefits, uniqueness and must be potent
Target Market New Zealander's aged between 15 and 39
Vegetarian, Vegan, lactose intolerant
Can be opened to other markets as it offers other health benefits Advertising Media Strategy:
$100,000 for 3-month period (July September)
30 Seconds only
Male and Females, 15-39, Socio’s 1-3
170 across the
Raise awareness of a new diffusion product for Up & Go.
Successfully introduce a niche product to a wider audience.
Educate consumers on the widespread benefits associated with soymilk.
The Product Based on the original "Up & Go" - a
liquid breakfast with the goodness of
Using a soy-based milk rather than dairy that still has the benefits of an Up & Go