A Healthy Marketing Plan
OCEAN SPRAY ADOPTS A NEW MARKETING METHODOLOGY
Did you know that the cranberry is
one of only three fruits native to North
America? Like the fruit it produces,
Ocean Spray (
www.oceanspray.com)
is a unique entity as it established a
successful business around this single type of berry. For 80 years, the
combination of excellent marketing
and great new products caused
demand to skyrocket. Yet, to
continue to grow, increasing the
accountability of its marketing efforts
was a key factor.
QUICK TAKES
Growing Pains
To grow in the competitive beverage
category, Ocean Spray required new
product innovation across multiple
product lines and increased
accountability for its market-
ing efforts.
“The complexity of today’s environment required that we have
improved insights to be able to make
the best decisions,” says Larry
Martin, vice president, Marketing
for Ocean Spray.
The company had leveraged traditional marketing mix studies in the
past to manage marketing spend,
but Ocean Spray found that it also
often used incomplete and old data
that did not take all of its channels
into consideration.
Company at
a Glance
Ocean Spray, an
agricultural cooperative owned by
600+ cranberry
growers and 100
grapefruit growers, has been the best-selling brand name in the canned and
bottled juice category since 1981.
In 2008, Ocean Spray chose a soft-ware-as-a-service platform from M-Factor (
www.m-factor.com) to evaluate
its marketing investment performance and determine the optimal allocation of future investments.
Marketing Success
Predictive analytics now allows Ocean
Spray to leverage insights to evaluate
the marketing mix for new products.
“Frequent updates and the ability to model different scenarios have
allowed Ocean Spray to take an even
more fact-based approach to our
marketing investment decisions,”
says Martin.
WORDS OF WISDOM
“Timely analysis and the
measurement of lift and ROI
can pay dividends as decisions
are made on the tactical
execution of different vehicles
within your marketing plan.”
—LARRY MARTIN, VICE PRESIDENT,
MARKETING, OCEAN SPRAY.
