ZenFull Brand Marketing Plan

Zen Full
Flex Media Presents...
Kaitlyn Willis
Alane Schmelkin
Created by:
Emily Delnicki
Glenn Tobey
Emily Glickman

Flex Media is producing a product in the health drink category. The increased
desire for products in this category can be attributed to consumers’ desire to be
effortlessly healthy. When asked about their attitudes towards health drinks, 79%
of consumers report that health drinks are a better way to consume nutrients than
eating whole foods (“Healthy Beverage Market Overflowing With Opportunities,”
2017). According to a recent trend analysis done by EcoFocus Worldwide in 2017,
consumers are looking for healthy beverages that are a good source of fiber, calcium
and antioxidants (“Four Key Beverage Industry Trends for 2017 are Changing What
Consumers Buy,” 2017). Consumers are demanding so much from these drinks,
because they wish to replace breakfast with them.These health drinks have become
a major source of nutrients for consumers and are changing the way they consume
nutrients (“Four Key Beverage Industry Trends for 2017 are Changing What Consumers
Buy,” 2017).
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Market Analysis Continued...
This drink category has also become increasingly popular, because these drinks
provide consumers with health benefits while also being portable and highly accessible
at all times. As lie becomes more demanding, people have less time to take care of
themselves. Portable, nutritious drinks aim to help busy people stay healthy and active.
Millennials are to thank for the rapid growth and expansion in this product
category. These young consumers have an increasing amount of spending power, making
them an attractive market to target (“Four Key Beverage Industry Trends for 2017 are
Changing What Consumers Buy,” 2017).
3

Market Analysis Continued...
Millennials are to thank for the rapid growth and expansion in this product
category. These young consumers have an increasing amount of spending power, making
them an attractive market to target (“Four Key Beverage Industry Trends for 2017 are
Changing What Consumers Buy,” 2017). Millennials have become industry motivators
in the health drink category. Their passion for healthy, non-processed food with
responsible packing is a driving force in our product. Flex Media expanded on previous
research of millennials lifestyles by conducting our own interviews. We interviewed
upper, middle-class women ages 18-35 to gain insight on their values, preferences and
habits. From this primary research, we found that these women value being healthy
and mindful, but aren’t always sure how to do so. With our new drink we hope to help
women face their busy days with a newfound energy and peace of mind.
4

GT’S Living Foods is a company that started in 1995 when
CEO and founder GT Dave started making Kombucha from
scratch in his kitchen. This fermented tea aims to have
therapeutic benefits through its ancient healing properties and
ingredients. Kombucha is a naturally effervescent tea that has
been fermented (“GT’s Living Foods,” 2017). The drink is said
to nourish the mind, body and soul and the company’s goal is
to enlighten lives by producing a healthier drink to consume.
GT’s handcrafted products are 100% raw, organic and rich with
living probiotics, amino acids, polyphenols and active enzymes
(“GT’s Living Foods,” 2017). GT has a product line called Synergy
that consists of fresh pressed organic juices and fruit purees.
The Classic Kombucha line offers a bed of vegetable juices,
spices, herbs and botanics, but also contains some alcohol due
to fermentation. The company offers the highest quality of
Kombucha that improves people’s health and creates a centered
mind and body (“GT’s Living Foods,” 2017). Currently, GT
commands at least 50% of the total Kombucha sales (Brush).
The GT Living Foods market is projected to reach $1.8 billion
globally by 2020, which is up from $600 million in 2015 (“CBS
Miami,” 2017). GT developed the Kombucha category in the US
and currently they are the top Kombucha seller internationally
(Brush).
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BluePrint was created in 2000 and started when founder Zoe Sakoutis had an urge
to feel better after fighting off a cold. Her cure was a seven day juice cleanse, which
inspired the startup of the BluePrint brand. First known as being a cleansing brand,
the company has developed their products overtime to provide healthy beverages
for everyone (“Hain BluePrint, Inc.,” 2017). There are several different product lines
for BluePrint such as the 16 oz. Originals which are organic, non-GMO, cold pressed
juices. The Crafted with Cold Press 12 oz. juices are for people who are on the go and
want to get their nutrients from a drink that also offers benefits such as immunity to
illness as well as vitamins A and C. BluePrint has their own form of Kombucha and a
Tonic beverage that is meant to help with digestion and promotes wellness. BluePrint
wants its consumers to rejuvenate their bodies, while also providing energy that lasts
all day. Their products are lactose and gluten free and have no artificial flavors, colors
or preservatives and are 100% vegan. In order to raise brand awareness, BluePrint
partnered with Hain Celestial Group, which is one of the largest American companies
to promote healthy and organic living. This is one of the major companies offering
cold pressed juices around the globe. You can purchase BluePrint online or in high-end
grocers like Whole Foods or Dean & DeLuca (“Hain BluePrint, Inc.,” 2017)
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Bai was founded by Ben Weiss who created the beverage in his basement
in 2009. By January 2014, the drink was distributed nationally (“Bai,”
2017). Bai partnered with Dr. Pepper Snapple, first on a regional basis
in New York, and then across the country (Wang, 2016). Bai is the
Mandarin Chinese word for pure and it’s also an acronym that stands
for “botanical antioxidants infusion.” Bai only uses natural flavors and is
respected for being a five calorie beverage. The not-so-secret ingredient
to Bai beverages is coffeefruit, which is filled with antioxidants and is
an excellent source of vitamin C (“Bai,” 2017). Bai has several different
types of beverages that they sell, including the classic Bai Antioxidant
Infusions, Sparkling Antioxidant Infusions, Cocofusions, Supertea and
Antiwater, which is super purified water that is infused with antioxidants.
Antioxidants are organic substances found in foods and beverages
that are capable of combating damage to the body’s cells that occurs
throughout the process of oxidation, contributing to a healthier lifestyle
(“Bai,” 2017). Bai has had strong sales in the past few years, which is
helping the Dr. Pepper Snapple’s company shares grow. Bai sales are
projected to be $425 million in 2017 and $500 million by 2018. Bai makes
up 4.5% of the Dr. Pepper Snapple’s total company revenue and they
are known for having a strong repeat purchase rate (Watrous, 2017). The
company is now focusing on advertising to increase brand awareness.
About two thirds of Bai’s audience is in the age range of 18-35, which is
why the company targets health conscious millennials (Wang, 2016).
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Do it yourself drinks (DIY) Making health drinks yourself, in your own home
is sometimes more convenient and cost efficient for health beverages. These
health drinks or shots add a quick dose of antioxidants, vitamins and minerals
to a person’s diet (Macha, 2017). A daily shot of ginger can alleviate nausea,
improve the immune system and soothe inflammation. Often times people
make their drinks in bulk and end up with enough to last them throughout
the week. For a shot of ginger, all you need is fresh ginger, filtered water and a
fresh squeezed lemon (Alnuweiri, 2017). All of these ingredients can be found
at a convenience or grocery store for a decent price. There are recipes online for
turmeric anti-inflammatory shots as well, which are said to boost your mood,
give you a golden glow and brighten your teeth. The recipe calls for ground
turmeric, fresh ground black pepper, coconut milk and cayenne pepper. To
finish the drink you have to put the ingredients in a jar and shake it (Alnuweiri,
2017). DIY drinks are often the preferred method for people serious about their
health because they know for sure that they are using all natural ingredients
and they do not have to trust a brand to tell them what they are consuming.
Thanks to the Internet, there are many recipes available online and some of
these recipes require ingredients that people already have in their kitchens.
This eliminates purchasing health drinks in high-end and organic stores and
saves consumers money.
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The health drink category is admittedly a crowded market, but with our special
take on health drinks, we believe we’ll be successful in breaking through the clutter.
We analyzed the current market and noticed that most the drinks in the health
category were around 17 fl. Oz. (asknumbers.com). This being said, Flex Media decided
to compact all the benefits of a large drink into a small bottle the size of a shot. This
idea became one of our biggest opportunities, because we can differentiate ourselves
in the health drink category by being a healthy shot rather than a full size beverage.
Sometimes it can be hard to finish an entire bottled drink, especially a healthy drink
because often times they have strong fruit and vegetable flavors that don’t appeal to
all people. However, taking a quick shot of a healthy and flavorful drink is worth the
health benefits.
The second opportunity we saw in the product category is the need for a shot that
can target various symptoms which are specified on the packaging. The idea behind
this is that if one person is experiencing stomach issues and another person has a
headache, both consumers can find a solution in our product and benefit in different
ways. Additionally, offering shot sized drinks that target specific health issues is a large
opportunity because it eliminates consumer confusion. Our shots turn confusion into
clarity for those who may not know why they are drinking a health drink and just know
that it is supposed to be good for them. Moreover, for the consumer who might have
a stomach ache, they would drink our shot made specifically for stomach issues. We
want our product to target different symptoms, so we can benefit the lives of more
people.
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Opportunities Continued...
Some women in our target market find benefits in making their own pressed
health juices, which is also efficient and healthy but presents a threat to our product.
A large opportunity we see in this category is packaging our shots fresh and offering a
great alternative to the long process of pressing juice. With the goal of being as fresh
as possible our health shots will have a short shelf life. This might present an issue
when trying to get our product in and out of stores, but our main focus is to be as
healthy and fresh as possible.
In the interviews we conducted, we found a common theme within our target
market, which was that they want to be more active than they currently are. The
overall attitude was that they aim to be as healthy as possible, but lead chaotic lives
which can make it challenging to find time for exercise. Our opportunity here is that
even if they can get to the gym, our drink will restore them with the natural energy so
they don’t have to feel guilty about not working out. We want our consumers to feel
replenished, happy and healthy.
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Our new product’s name is Zen Full, and “Find Your Zen” serves as our product’s mantra. This
name represents our product perfectly because it depicts that each individual customer will find peace
and balance, or zen, from consuming our drink. Our product is the size of an average shot, designed
specifically for those looking for a quick, yet tasteful health infused drink to start their day on the right
foot. Zen Full will come in a variety of flavors with each individual flavor corresponding to a chakra.
There are a total of seven chakras that represent “centers in our bodies in which energy flows through”
(“mindbodygreen.com,” 2009), and chakra’s can become blocked which can lead to illness or a feeling
of being unbalanced, so “... it’s important to understand what each chakra represents and what we can
do to keep this energy flowing freely” (“mindbodygreen.com,” 2009). Each chakra, and therefore drink,
will be targeted to help aid a specific health need. For example, the “root” chakra is red and represents
our foundation and feeling of being grounded (“mindbodygreen.com,” 2009). The corresponding flavor
will be a beet and berry infusion to help you stay grounded. The “solar plexus” chakra is yellow and
represents our ability to be confident and in control of our lives (“mindbodygreen.com,” 2009). This
flavor will include ginger root and chamomile to soothe and calm the body and mind when stressed.
For each bottle design we will incorporate the sign for the corresponding chakra, along with the color.
Zen Full will stand out from our competitors because it goes one step above the average
health drink, both homemade and pre-made. Homemade health drinks often cost a lot of money to
buy the ingredients, and then the customer has to take the time to put the drink together. We save
our customers time and money by putting everything together for them. Pre-made health drinks are
typically 10 oz. and can be heavy in consistency, while lacking a delicious taste due to its processed
ingredients. We will differentiate ourselves from our competitors, because we provide an easy
alternative to pressing your own juice. Our drinks are target to help with multiple consumer needs and
are always guaranteed to be fresh.
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Our beverage transforms the average health drink to provide a variety of benefits to
consumers. Our drink targets millennial women, ages 18-35 (Menayang, 2016). Women in our
target market are young professionals who work long hours, but on the weekends tend to stay out
on the town later than they should. These women live active lifestyles and are constantly busy and
on the go. They like to maintain a healthy lifestyle regimen and try to stay fit when they can find
time. Our target is health conscious and may ask friends for product advice or research products
before purchasing. These women are interested in health and beauty products and tend to shop for
organic options that give them energy and fuel their bodies throughout the day. Being that these
women are very busy, they look for a pick me up in the form of natural remedies. Additionally, our
target market enjoys occasionally detoxing to amp up their immune system and to maintain a
healthy metabolism. That being said, our target does not mind splurging on healthier options such
as high end juices or drinks. To shop for these options, our target goes to regular supermarkets or
health stores such as Whole Foods, and other comparable stores like Trader Joe’s (Statista). Our
targeted women can be found in big cities such as Portland, Chicago, Los Angeles, New York City,
and San Francisco (Alnuweiri, 2017). Our target market is looking for a new, fresh drink that leaves
them ready to conquer the day. They want a drink that is convenient, fast and energizing so that
they can be the best they can be. These women are strong, happy and healthy young women.
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In order to obtain more information on the lifestyles of our target market, Flex Media
conducted a set of interviews with young women who fall into our target market. In doing so, we
were able to establish the major themes that characterize the daily lives of our target. The first
major theme we found when interviewing is that our target market tends to describe their lives as
chaotic and busy. That being said, the majority of our target market functions best between the
hours of 9 a.m. and 12 p.m. When our target market is not working or in class, their favorite hobbies
are hiking, cooking and socializing with friends. Our target market enjoys staying active and prefers
to exercise at the gym, on a hike or through biking. Our target feels like they are always on the go,
so they drink health drinks to get energy and feel healthy throughout the day. When our target
market consumes health drinks, they tend to consume them about 2-3 times a week in the form of
smoothies or juices.
Overall, our interviewees drink health drinks because they feel they are happier, healthier and
more productive after consuming them. As our target market tries to balance their busy lives, we
asked them what a balanced life means to them. From our respondents, we can conclude that
our target believes a balanced life is finding time to work and be with friends and family. To our
respondents the word Zen means being balanced, stress free and finding peace. To find zen, our
target wishes to improve upon their happiness and health while focusing on being more calm
throughout the week. After showing our target pictures of currently available health drinks, the
majority of respondents gravitated towards GT’s as they offer the best flavors and have colorful
packaging (See APPENDIX A and B for interview questions and answers).
Target Audience Continued...
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Heather is a 25 year old Ithaca College graduate. Heather is currently working
as an accountant at Liberty Mutual in Boston. Heather enjoys working and often
goes out in the city with her co-workers for happy hour on Fridays. When Heather
is not working or socializing, she enjoys going to the gym and fueling her body with
yummy salads and likes to try new pressed juices from local cafes. Heather likes to
stay busy and loves life in the city as there are many restaurant and food options.
Though Heather loves her job she often works long hours and she sometimes finds
it hard to get going in the morning. She looks for quick natural energy sources such
as smoothies and kombucha drinks.
Meet Heather!
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Zen Full is within the health drink product
category, yet it goes beyond that of the average health
drink. We identify as a brand that produces fresh,
organic, non-processed health shots that provide the
consumer with the right benefits that are specialized
to their health needs. Our brand’s personality
encompasses; health, wellness, internal and external
beauty, positivity, and feeling good. The message that
we want to communicate is that our drink will help you
take care of your body and feel your best. We want our
target market to understand that our health drink is
uniquely crafted towards their health aspirations. Zen
Full brings out the best in all aspects of your health
whether that be emotional, environmental, social, or
physical. We aim to be a brand our consumers can trust
to always deliver on our promises and also reach out to
for their health needs.
Product Positioning
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Positioning Continued...
As people have become more concerned with what they are putting in their
bodies, the health drink category has become very crowded. When coming upon the
health drink aisle, many consumers do not really know what ingredients to look for
or if the $5 beverage they are purchasing is even benefiting them (Jegtvig, 2013). With
Zen Full, customers will be able to identify specific benefits offered by each shot
and will then feel the benefits in that area after consumption. To accomplish this,
our seven shots correspond with the seven chakras or energy centers throughout
the human body. For example, the vishuddha chakra is located within the throat and
spinal area of the body. If a consumer was experiencing back pain or soreness in their
throat they would choose the vishuddha shot. By creating shots that target specific
chakras, consumers will be able to identify where they will feel the drink’s benefits.
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Positioning Continued...
On each of our bottles, the chakra that is being targeting will be identified as well as
the ingredients used in the shot. To better inform our customers on the ingredients used,
we will explain how each ingredient works towards benefiting the targeted chakra and body
part. This helps consumers to better understand what they are putting into their bodies and
decide which shot is best for them depending on how they are feeling that day.
The idea of targeting different chakras is one of Zen Full’s main points of difference in the
market place. Many health drinks tend to cluster a variety of benefits into one drink which
leads to more confusion for consumers. By targeting certain areas of the body we eliminate
clustered benefits and any potential confusion. Another point of differentiation for our
product is that it is positioned towards a particular lifestyle demographic and is not a mass
marketed product. This being said, our products have to be in and out of manufacturing
plants and stores in a short time period. This could be viewed as a weakness, but we see it as
an opportunity to provide maximum health benefits. Additionally, as a brand we will focus
on organic food stores, as well as some large scale grocery stores such as Trader Joe’s. With
our design aspects, we provide consumers with price and health benefit flexibility. Unlike
other health drinks, we have decided to do two forms of packaging; single shot, or a package
of seven. This gives consumers the option to just target one chakra, or target all their chakras
within the week.
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There are a few changes that could be made to Zen Full shots as well as more steps in
research to create the best product in our market category. We are looking to create a very fresh
health shot with natural and organic ingredients. While this positions our product as a healthier
alternative to our competitors, it causes our product’s shelf life to be quite short. As a result,
our team would like to find a solution to create a product that can last longer on stores’ shelves
and in the customer’s fridge. Another change we are looking into is updating the bottle design.
As of now, we have our name (Zen Full), a picture of the targeted chakra, an explanation as to
how the ingredients are targeting that chakra, and an image of a yogi to symbolize serenity and
balance. We want to further incorporate the designs of the seven chakras, including the symbol
and color, to the bottles’ designs, with each bottle being a different chakra. As far as changes to
the brand, we would like to work to make it more inclusive to other demographics, specifically
expanding the target market to the older generations who have a lot of health problems.
Additionally, in terms of expansion, our company could add beauty products to the product
line. Products could include face masks with honey and green tea, emphasizing our natural and
organic values and having a healthy body inside and out. Finally, to meet the needs of our target
market, we will conduct further research to discover problems that our target market faces
and find ingredients that medically and organically target those symptoms. As a result, we can
pinpoint the needs of our customers to better understand them so that we can become a trusted
and appreciated brand.
24

Individual Zen Full shots will be sold for $4 each and sets of seven shots will be
$25. Consumers can either purchase an individual shot to alleviate a specific symptom or
they can buy a seven pack that will last them on average about a week.
While this is an expensive product, it is not so expensive that our customers cannot
integrate it product into their weekly lifestyle. The price of Zen Full reflects the
product’s exclusivity. Unlike our competitors, Zen Full is highly specialized and
designed for specific symptoms. Since Zen Full is not a mass marketed product, it is
more expensive to produce. The meticulous care and quality that is put into our shots
are reflected in its price. Our price is comparable, if not better, than our competitor.
Blueprint encourages consumers to buy in bulk for a complete cleanse. They price their
product at $10 a bottle. Bai is a much cheaper option at $2 a bottle. Synergy is the closest
to our price, as they price their product at $3 a bottle. DIY drinks widely ranged in price
depending on the amount and quality of ingredients consumers use.
The price of Zen Full fits perfectly with our position in the marketplace. Our target
market is beginning to advance in their careers and starting to feel secure in their financial
standing. While these women do not have a lot of money to spend, they are willing to
spend money on wellness products. These women take great care in their physical health
and mental well-being, so they are eager to invest in products that promote self-care.
26

Consumers will be able to purchase Zen Full at grocery stores, fitness centers and health clubs.
More specifically, we will sell our product in Whole Foods, Trader Joe’s, and Wegmans. These grocers
already sell similar health beverage products, so we want to add Zen Full to their shelves. Stores with
a strong organic presence are important for our brand because we use natural and healthy ingredients
in our shots. Our target market is health conscious and will shop at these grocery stores due to the fact
that they are top-rated and provide quality products and services.
In addition to grocery stores, we want the Zen Full shots to be offered at fitness centers like
SoulCycle and Orange Theory. We will also sell Zen Full in popular yoga studios in each major city
like Portland, Chicago, NYC and LA. As our target market leads an active lifestyle and makes working
out part of their daily routine, we want our product to be convenient so that it is easily integrated into
consumers’ daily lifestyles. The shots will be refrigerated at these centers to give our target a boost or
help them rejuvenate after a great workout or yoga session. Our target has the disposable income to
join a gym or yoga studio and they care about their health, so they do not mind paying extra for a shot
that will provide them with nutrients and keep them in good health.
Our competitors in the health drink industry are typically sold in high-end grocery stores, but
can also be found in certain convenience stores. Zen Full will not be sold in convenience stores like
pharmacies or small start-ups. The Zen Full shots have to be consumed quickly and have a short
shelf life, which is why it is important to be in popular grocery stores that our target customers already
visit. Our target already shops at these stores and fitness centers as they align with their lifestyle,
making them more inclined to purchase the Zen Full shots.
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At Zen Full we believe our target market deserves to feel happy and healthy
each and every day. Our main promotion strategy is to position our product in a way
that feels unique, customized, and tailored towards each of our target market’s health
needs. To reach our target market, Zen Full wants to align the brand with other
products and services that our target market uses on a regular basis. This strategy
will be effective, because it will allow consumers to see how Zen Full can be easily
integrated into their daily regimens. In doing so, Zen Full’s main promotion strategy
focuses on integrating our product and name into gyms and yoga studios. The studios
and gyms we will be putting our product in will be national chains for the most part.
This will be a great way to reach our target as many of them exercise and find staying
fit an important part of their daily routine. While Zen Full drinks and shots will be
available and distributed to gyms such as SoulCycle, we also think a selling Zen
Full merchandise would be a strategic way to increase brand awareness. By creating
workout apparel such as tank tops, yoga mats, and water bottles that will be sold in
partnered gyms and studios, Zen Full can show audiences the type of lifestyle they
stand for.
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Promotion Continued...
To further communicate that Zen Full is a lifestyle brand we will promote our product
on social media. Zen Full will utilize Instagram and will post photos that resemble a
balanced and holistic lifestyle. Our posts will include inspiring and uplifting messages that
promote healthy living. Our content will be positive, yet minimalistic as we feel this is the
best way to get our message of self-care across to our target. The photos we post will show
real women who are working towards self-improvement each day. Through our Instagram
page we will also ask our followers to tag us in photos of them and their favorite Zen Full
shot. With these photos, we will repost approved posts to further promote our message of a
holistic lifestyle.
In addition to Instagram posts, Zen Full will create and implement a lifestyle blog
that is focused on happiness, health, and prosperity. Some topics that will be featured on
the blog will be; work-life balance, meditation practices, nutrition, and home remedies.
Throughout our blog posts, we will also use strategic product placement which will
recommend particular drinks of ours. Through these promotion strategies we can
communicate how our beverage will help our audiences find solutions to health concerns so
they can reach their optimum well-being.
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Appendix A: Interview Questions
1. What are 3 words that you would use to describe your lifestyle?
2. What time of the day do you function best?
3. What are your favorite hobbies?
4. What do you do to stay active?
5. How often do you drink smoothies, or health juices such as kombucha?
6. What kinds of benefits do you experience from drinking health drinks?
7. What types or brands of health drinks have you tried?
8. What is your main motivation of drinking health drinks?
9. What does it mean to live a balanced life?
10. What does the word Zen mean to you?
11. If you could improve one aspect of your life what would it would be and why?
Which health drink would you be most inclined to choose at the store? Why?
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Appendix B: Interview Answers
Major Theme #1: Target market leads a chaotic, busy lifestyle.
Major Theme #2: Target market functions best during morning hours (9am-12pm).
Major Theme #3: Target market enjoys hiking, cooking, spending time with friends.
Major Theme #4: Target market stays active by going to the gym, biking and hiking.
Major Theme #5: Target market drinks health drinks 2-3 times a week.
Major Theme #6: Target market drinks health drinks to get natural energy and feel healthy.
Major Theme #7: Target market mostly drinks Naked.
Major Theme #8: Target market drinks health drinks, because they are motivated to be
happy, healthy and productive.
Major Theme #9: Target market believes leading a balanced life means balancing time
between work, friends and family.
Major Theme #10: Target market believes zen is synonymous to being peaceful, stress free
and balanced.
Major Theme #11: Target market wants to workout more, be healthier and calmer.
Major Theme #12: Target market would choose to buy GT’s, because of the flavor and design
of the packaging.
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