Presented by Anthony Jakubowski Danielle Hickman Adrianna Hartman

Presented by: Anthony Jakubowski, Danielle Hickman, Adrianna Hartman, Annie Pang, and Alex Naragon 1

Agenda • Introduction • Evolution of the Brand Pyramid • Recommendations • Environmental Impact Initiative • Social Advertising Campaign • Questions 2

Introduction 3

Assignment Develop a brand positioning for the Folgers brand that will build upon its heritage and contemporize it for Millennials (without alienating the current consumer base). 4

Specific Deliverables • Recommended Folgers brand pyramid • Bring the brand pyramid to life • Consider the 3 different “categories of innovation” 5

Primary Research Survey #2 West North Central 3. 33% (4) East North Central 23. 33% (28) Pacific 24. 17% (29) 129 Respondents Ages 18 -34 59. 2% Female 40. 8% Male Appendix A, page 3 New England 8. 33% (10) Middle Atlantic 10. 83% (13) South Atlantic 13. 33% (16) Mountain 6. 67% (8) East South Central 2. 50% (3) West South Central 7. 50% (9) 6

Evolution of the Brand Pyramid 7

Brand Pyramid Evolution BRAND PROMISE Folgers awakens my best self BRAND CHARACTER A genuine American optimist with contagious warmth and energy focused on bringing people of all “blends” together OVERVIEW Competitors: coffee brands in all segments, particularly mainstream coffee (e. g. , Maxwell House) Consumer target: Classic Loyals and Millennials Key consumer insight: Every moment is a new chance. The routine of my morning brings me comfort and consistency that I can count on to start my day right. Coffee is a way to connect with my peers and turn every moment into something to remember. FUNCTIONAL & EMOTIONAL BENEFITS Prepares you to embrace the day ahead Allows me to take pride in my purchases Connect with others any time and any where RTBs Fresh, eye-opening aroma Mountain grown beans Consistently satisfying taste Corporate Responsibility Feel confident in supporting a company with my values ICONIC BRAND ASSETS Sun and mountains Tagline & jingle (“Best part of waking up”) Anxious to relaxed transformation Red color, white logo font Scoop, drip, poor sensory cues 8

Brand Pyramid Evolution BRAND PROMISE Folgers awakens my best self. Appendix B, page 4 9

Brand Pyramid Evolution BRAND CHARACTER A genuine American optimist with contagious warmth and energy focused on bringing people of all “blends” together. Changing Attitudes on Gay Marriage, 2014 Millennials: A Portrait of Generation Next, 2010 Appendix B, page 5 -6 10

Brand Pyramid Evolution OVERVIEW Competitors: coffee brands in all segments, particularly mainstream coffee (e. g. , Maxwell House) Consumer target: Classic Loyals and Millennials Key consumer insight: Every moment is a new chance. The routine of my morning brings me comfort and consistency that I can count on to start my day right. Coffee is a way to connect with my peers and turn every moment into something to remember. Appendix B, page 7 Millennials: A Portrait of Generation Next, 2010 11

Brand Pyramid Evolution FUNCTIONAL & EMOTIONAL Prepares you to embrace the day ahead Allows me to take pride in my purchases and connect with others anytime and anywhere Millennial Cause Study, 2006 Millennials: A Portrait of Generation Next, 2010 12

Brand Pyramid Evolution RTBs Fresh, eye-opening aroma Consistently satisfying taste Mountain grown beans Corporate Responsibility Confidence in supporting a company that shares my values Appendix B, page 8 -9 The Impact Generation has Arrived, 2014 CSR: A Lever for Employee Attraction, 2012 Millennial Cause Study, 2006 13

Brand Pyramid Evolution ICONIC BRAND ASSETS Sun and mountains Red color, white logo font Tagline & jingle (“Best part of waking up”) Scoop, drip, poor sensory cues Anxious to relaxed transformation Appendix B, page 10 -11 14

Recommendations 1. Environmental Impact Initiative – Reduce. Reuse. Grow. – Reusable Container 2. Social Advertising Campaign – Interactive Website – Diversity in Advertising – Product Packaging 15

Recommendations Environmental • Reduce. Reuse. Grow. – Engaging Functionality Appendix C, page 12 The 10 Types of Innovation, 2013 16

Recommendations Environmental • Reusable Container – Profit Model • Plastic top 5 raw materials • 1 supplier • Ex. Gillette – Network • Coffee licenses • Company partnerships The 10 Types of Innovation, 2013 The J. M. Smucker Company Annual Report, 2014 17

Recommendations Social Advertising Campaign • Interactive Website – Service The 10 Types of Innovation, 2013 18

Recommendations Social Advertising Campaign • Diversity in Advertising – Channel – Customer Engagement The 10 Types of Innovation, 2013 Appealing to Young Coffee Drinkers along their Maturity Path, 2014 Appendix C, pages 14 -15 19

Recommendations Social Advertising Campaign • Product Packaging – Product System • Sweetener – Service • Coupons The 10 Types of Innovation, 2013 20

Questions? 21

Bibliography Ashoka (2014). The Impact Generation Has Arrived. Forbes. Retrieved from http: //www. forbes. com/sites/ashoka/2014/06/26/the-impact-generation-has-arrived/ Cone, Inc. , AMP Agency (2006). The Millennial Generation: Pro-Social Empowered to Change the World. The 2006 Cone Millennial Cause Study. Retrieved from http: //www. prnewsonline. com/Assets/File/Cone. Millennial. Cause. Study_2006. pdf J. M. Smucker Company (2014). Annual Report 2014. Retrieved from http: //www. jmsmucker. com/investor-relations/smuckers-sec-filings Keeley, L. , Walter, H. , Pikkel, R. , Quinn, B. (2013) The Ten Types of Innovation: The Discipline of Building Breakthroughs. Hoboken, New Jersey: John Wiley & Sons, Inc. Meister, J. (2012). Corporate Social Responsibility: A Lever For Employee Attraction & Engagement. Forbes. Retrieved from http: //www. forbes. com/sites/jeannemeister/2012/06/07/corporate-social-responsibility-a-lever-for-employee-attraction-engagement/ Pew Research Center (2014). Changing Attitudes on Gay Marriage. Retrieved from http: //features. pewforum. org/same-sex-marriage-attitudes/slide 2. php Pew Research Center (2010). Millennials: Confident. Connected. Open to Change. Millennials a Portrait of Generation Next. Retrieved from http: //www. pewsocialtrends. org/2010/02/24/millennials-confident-connected-open-to-change/ S&D Coffee and Tea (2014). Appealing to Young Coffee Drinkers Along Their Maturity Path. Dataessential. Retrieved from http: //sdcoffeetea. com/wp-content/uploads/2014/04/appealing-to-young-coffee-drinkers. pdf 22