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Healthy on the go

Media Plan:

The SW T Team
Rosalind Allen Nicole Brosan Grand Fitzgerald David Riedell Lilly Zhang

Table of Contents
Executive Summary - 3 Situation Analysis - 4 a. Analysis of Marketing Objectives and Strategies - 5 b. Competitive Analysis - 7 c. Creative History of the Brand - 13 d. Target Audience - 14 e. Geography Questions - 18 f. Timing and Purchase Cycle - 19 g. Questions about the Media Mix - 20 h. SWOT Analysis - 23 Creative Brief - 24 Media Objectives and Strategies - 25 a. Target Audience & Media Mix - 26 b. Reach, Frequency, and GRPs - 28 c. Scheduling and Timing - 29 d. Media Budget - 30 e. Geography - 33 f. Sales Promotion 34 Appendix

Executive Summary
The Kashi brand features natural and organic foods, specializing in cereal and granola bar products. With its new product launch of the Kashi Frozen Pizza line, The SWOT Team believes increasing brand awareness among health-minded, career-oriented single women will allow Kashi to achieve its sales goals of $40 million for the next fiscal year. Research indicates that Kashi is associated with health foods; because of this positioning, Kashis competition will consist of healthy, frozen entrees like Lean Cuisine and Healthy Choice. In order to compete in this category of diet-friendly, convenient food, our strategies will focus on getting users of the competition to switch to Kashi Frozen Pizza. The plan will achieve a high frequency and reach during the first week of June, July and August to increase product recognition among our target audience. The SWOT Team will utilize a media mix that dominates Internet advertising, a preferred medium among our target audience. Magazine advertising, another medium highly favored by our target, will be included in the plan as well. Promotional events in 13 cities will help expand our reach and frequency by distributing free samples at baseball games and office buildings. The campaign will take place during the summer, from June to August. This will capitalize on a lack of competitor ad spending during the summer months.Our integrated marketing communications will emphasize that Kashi Frozen Pizza is a healthy, enjoyable meal that easily fits into the busy lifestyles of our target audience.
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Situation Analysis
a. Analysis of Marketing Objectives and Strategies b. Competitive Analysis and Expenditures c. Creative History of the Brand d. Target Audience e. Geography Questions f. Timing and Purchase Cycle g. Questions about the Media Mix

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Situation Analysis
a. Analysis of Marketing Objectives and Strategies
Kashi frozen pizza comes in seven flavors: Mediterranean, Mexicali Black Bean, Caribbean Carnival, Margherita, Mushroom Trio & Spinach, Roasted Vegetable and Basil Pesto. It must be baked in an oven and is approximately 300 calories per serving (one third of a pizza is a serving.) The unique selling proposition states that Kashi frozen pizza is made of all-natural products, with an exotic blend of vegetables, cheeses and sauces on 7 whole grains www.kashi.com crust.

Product

At $6.00 per pizza, the product is more expensive than both the Lean Cuisine and Healthy Choice pizza lines. However, it is sold in larger serving sizes, so the per serving price is comparable. Each Kashi frozen pizza contains three servings, whereas a single serving of Lean Cuisine pizza costs $3.09 and a single serving of Healthy Choice french bread pizza retails for $2.00.

Price

The Four Ps

Primary and Secondary Competitors by Market Share DiGiorno Tombstone Red Baron Freschetta Totinos Tonys Stouffers Jacks Original Celeste Pizza Kashi Frozen Pizza Private Label All Others

Sales (in $ millions) 2,689 total 533.5 283.1 249.5 190.4 162.7 152.8 95.2 93.1 66.8 36 185.3 640.6

Share of Market
Percent Market Share 19.8 10.5 9.3 7.1 6.1 5.7 3.5 3.5 2.5 1.3 6.9 23.8

www.leancuisine.com Harris Teeter prices

Kashi frozen pizza is sold nationwide in grocery stores and specialty food stores like Whole Foods. Compared with its competitors pizza brands, Kashi does not occupy prominent shelf space. When conducting primary research, we found that Kashi pizza was ususally on the bottom shelf (products on the middle shelf are the most accessible and likely to be sold) and there were not many pizzas on display at specialty food stores and grocery stores.

Place

In Kashis history, company representatives have often given away free samples of their products, most notably during the 1984 Summer Olympics in Los Angeles. Several of Kashis television commercials have also involved giving away free samples. Currently, Kashi Frozen Pizza is only advertised through the Internet.

Promotion

www.kashi.com

biggest competitors in the frozen pizza market are DiGiorno, Tombstone and Red Baron, each of which own more than 9 percent of the market share. Since it is a new 5 Pageproduct, Kashi Frozen Pizza is still trying to estab-

According to the Kick Off document, Kashis

lish its foothold in the market. Kashis sales are already up to $36 million, or 1.33 percent of the market. Since Kashi Frozen Pizza is a healthy food option, it also competes with brands like Lean Cuisine, Healthy Choice and the South Beach Diet. Unfortunately, we could not find sales data and market share information for those brands. Kick Off document

Situation Analysis
a. Analysis of Marketing Objectives and Strategies

Marketing Objectives:
Current sales goal: Increase sales of Kashi pizza by 15% next year to $40 million Define competitors Use heavy switch strategy to target our competitors customers Emphasize competitors weakness/diminish competitors market share Dominate media channels (Internet) Clearly define relevant media channels to our target audience

Past media spending


Since Kashi Frozen Pizza is a new product that has just been launched, Kashi doesnt have much media spending history for the product. Kashi does spend the majority of its advertising budget on various cereal and granola bar products. Kashi Frozen Pizza has been exclusively promoted on the Internet.

Brand Awareness compared to Goals


As our primary research shows, people associate the Kashi brand with healthy food, and 92 percent of our sample group said they were familiar with the Kashi brand. Because of our research, we plan to position Kashi as a healthy frozen pizza.

Appendix: Primary Research Survey

(Appendix: TNS Competitive Expenditure Data)

Appendix: Primary Research Survey *All dollars are reported in (000) (Appendix: TNS Competitive Expenditure Data)

Product Life Cycle


The Kashi brand has been around since 1984. Kashi pizza is a new product, however, and it was launched only recently. The goal of the advertising campaign will be to launch Kashi pizza as a new product and to increase sales volume, profitability and consumer awareness. Page 6

www.kashi.com

Appendix: Primary Research Survey

Situation Analysis
b. Competitive Analysis

Main competitors:
Lean Cuisine- Lean Cuisine targerts a different demographic than the rest of the frozen pizza market; their consumer base is the demographic we want to reach. Eighty-three percent of Lean Cuisine users are women, while 20 percent are between the ages of 24-35, and those women are 9 percent more likely to buy healthy products than the average person. Lean Cuisine also positions its product as healthy and convenient, which is the same way Kashi positions its products.

Healthy Choice- Healthy Choice markets itself the same way that Lean Cuisine does. www.healthychoice.com South Beach Diet- The South Beach Diet is one of Americas most popular diet plans, especially among women. It now also has a food line specifically made for its diet plan that has everything ranging from granola bars to diet pizza. South Beach markets its products toward a fitness lifestyle, and women ages 25-34 Brand Kashi (Mediterranean regular crust pizza) Suggested Retail Price $5.99 Calories per serving 290 Servings per package 3

www.leancuisine.com Appendix: MRI Demographic Data

We selected our competitors based on a few criteria tailored to the Kashi brand and our brand category. Here are the criteria we based the selection on: 1. Healthy lifestyle Is the competitor brand based on living a lifestyle that advocates fitness and natural health foods or does the product at least make an effort at being a healthy option? 2. Do they compete in our target audience of Healthy on the Go? 3. Are they heavy competitors in our geographic markets targeted for heavy-up (Southeast, Southwest, markets with high fitness and health food indices)? are 28% more likely to lead active lifestyles. California Pizza Kitchen- California Pizza Kitchen offers a more deluxe style of frozen pizza than most of its competitors. Its commercials promote using fresh ingredients in its pizza to provide a fresh and unique product. Its positioning as fresh and deluxe is very similar to the positioning of Kashi frozen pizza.
www.southbeachdiet.com Appendix: MRI Demographic Data

www.cpk.com

Total Distribution Fat (grams) 9 Most food retailers and delivery services

Positioning

Preparation

Naturally Oven nutritious and delicious

Lean cuisine (pepperoni French bread pizza)

$3.09

380

Most food retailers and delivery services

Very best Microwave ingredients and Oven in every Lean Cuisine Recipe

Healthy Choice (French bread Pizza) Page 7

$2.00

360

Most food retailers and delivery services

High-quality, delicious pizzawithout all the grease

Microwave

Situation Analysis
b. Competitive Analysis

Share of Voice
Competitor Brand All Digiorno Lean Cuisine (Pizza/Panini) South Beach Diet Microwave Pizza CA Pizza Kitchen Conagra Healthy Choice Frozen Panini Tombstone Frozen Pizza Freschetta Frozen Pizza Red Baron Frozen Pizza Palermos Pizza Kashi Fresh Pizza Spending (000) 65,639.5 total 35,510.4 14,223 5,238.4 4,269.8 3,224.3 1,985.8 381.3 364.6 244.6 197.3 Percent share of spending 54.09913 21.66836 7.98056 6.504925 4.912134 3.025313 0.5809 0.555458 0.372641 0.300581
Appendix: TNS Competitve Expenditure Data

Appendix: TNS Competitve Expenditure Data

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http://faithfulprovisions.com/wp-content/uploads/2010/10/Kashi-Pizza.jpg

ttp://spendlessshopmore.blogspot.com/2011/04/digiornocoupon-save-4-off-2-pizzas-and.html

The advertising spending chart examines media spending for competing products from primary competitors. The products and companies chosen were based on their positioning as healthy and natural foods of convenience. California Pizza Kitchen was also chosen because of its positioning of using natural ingredients and being good tasting. (See next page.)

Share of voice competitors were chosen for their category and size. Major companies in the frozen pizza business like Digiorno, provide a good baseline for which to compare sales. Even though the major frozen pizza companies arent our competitors, their spending shows how competitive the frozen pizza category is. The small percentage Kashi has in share of spend justifies the need for segmentation of a specific audience. Our primary competitors, Lean Cuisine and Healthy Choice, are of specific importance as they are the main competition in our healthy foods category. The spending figures for Lean Cuisine and Healthy Choice are based upon budget number for the brand as a whole, not just frozen pizza.

Ad spending for Kashi and competitors


Total (000) 197.3 53.3 0 53.3 0 0 0 1047.9 2808.6 2726.4 3127.5 0 0 0 0 0 0 0 0 103.2 0 93.9 0 0.1 0 3636.5 14169.6 Jan Feb Mar Apr May June July Aug Sept Oct Nov 0 0 562.1 Dec 0 0 260.6

Kashi LC Brick frozen Pizza LC frozen Panini

LC Pizza 0.1 .1

South Beach Diet Pizza 5238.4 973.2 477.1 405.6 158.2 55.6

216.2

331.9

1475.2

362.3

506.4

276.8

HC Panini 3224.3 0 0 0 0

515.2

1109.5

1466.1

133.5

CPK fzn pizza 4269.8 0 0

471.6

762.2

551.5

377.7

194.8

495.3

532.0

735.4

149.4

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Situation Analysis
b. Competitive Analysis

Lean Cuisine
Lean Cuisine sponsors the Susan G. Komen breast cancer foundation and America on the Move. The company focused on using press releases to distribute information regarding new product launches from 2006 to 2009. At the beginning of 2011, Lean Cuisine also launched a 4-month promotion to win a free lunch bag, trendy purse-like lunch bags. The consumer can redeem 20 codes (one code per product) for one lunch bag by entering the codes on the Lean Cuisine website. Actress Lauren Graham appeared in a commercial promoting Lean Cuisine frozen entrees in the mid-2000s.

http://www.youtube.com/watch?v=RsOiYnpOnaQ http://couponstl.blogspot.com/2011/01/lean-cuisine-free-lunch-bag-offer.html

Healthy Choice
Healthy Choice products reached stores in 1989. Back then, it was considered a pioneer of healthy choices offered as packaged food. The brand has a history of running television campaigns to launch new products such as Healthy Choice steamed lunches and cafe steamers. In 2009, Healthy Choice launched a humorous TV campaign featuring Julia-Louis Dreyfus as its spokeswoman.

http://watching-tv.ew.com/2009/04/03/julia-louis-dre/ http://creativezone.mediamind.com/Blog/index.php/2010/10/31/a-healthy-distraktion

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Situation Analysis
b. Competitive Analysis

California Pizza Kitchen


California Pizza Kitchen partnered with Kraft to launch its line of frozen pizzas in 1999. They started to distribute the pizzas nationally in 2004. California Pizza Kitchens frozen pizza line was purchased by Nestle Pizza Company in 2010. California Pizza Kitchens brand awareness has been developed through full service restaurants and through the expansion of high quality fast-casual, CPK/ASAP concept.

http://joshlovesit.com/wp-content/uploads/2010/12/CPK.jpg http://dealseekingmom.com/files/2010/10/california-pizza-kitchen.jpg

South Beach Diet


South Beach Diet commercials have had a tendency to send consumers to its website for more information. South Beach Diet frozen food is an integral part of the two week or six week program. Thus, the brand focuses more on maintaining a healthy overall lifestyle than its actual food products.

http://www.blackandi.com/2009/08/my-meal-plan-for-south-beach-dietphase-1/

DiGiorno
DiGiorno is a brand of frozen pizzas owned by Nestle. It was created by Kraft in 1996, but was sold to Nestle in 2010. Digiorno has dominated the frozen pizza market with nearly 20% market share. DiGiorno places a great deal of emphasis on the taste of its products and does not focus on nutrition. The slogan, Its not delivery, its DiGiorno is the brands popular catchphrase. Accordingly, DiGiorno advertising contends that DiGiorno frozen pizzas are as good or better than delivery pizzas.

http://www.youtube.com/watch?v=pDeM8F4WoGY http://www.coupondad.net/blog/wp-content/uploads/2010/08/DiGiorno_Pizza.jpg

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Situation Analysis
b. Competitive Analysis

As determined by primary research, frozen pizzas are typically bought for the sake of convenience. Most frozen pizzas are positioned to support this evidence and can be prepared in a microwave. Because Kashi is considered a healthy food and must be prepared in an oven, Kashi Frozen Pizza will be positioned among other frozen healthy options instead.

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Situation Analysis
c. Creative History of the Kashi Brand

Brand/product positioning
Kashi television commercials focus on leading a healthy lifestyle. The commercials, found from YouTube, advertised Kashi cereal and Kashi GoLean Cereal. They often showed scenes of nature, with a very relaxed, ambient tone. Women are prominently featured in these spots. However, one commercial focused on an older man running marathons. The commercials typically have a Kashi representative speak to the audience, praising the virtues of healthy living. Kashis philosophy of healthy eating has held consistently since its inception in California in 1984. Although it wasnt an immediate success, it gained recognition through grassroots sampling and an appearance at the Los Angeles Olympics. The grassroots approach can be seen in the television commercials. In one cereal commercial, Kashi representatives went into office buildings, giving samples to the people inside. The commercial also features free samples on the website. The receivers seemed natural and the reactions did not appear to be scripted. Kashi has a very enthusiastic online community on its website. The website itself also encourages healthy eating by featuring recipes and tips.

Kashi has consistently positioned itself as a leader in natural foods by advocating healthy, sustainable living. The message within its commercials has incorporated various types of media to establish this positioning. For example, a recent Kashi cereal commercial featured a guerilla campaign where free samples were handed out in offices. The commercial mentioned the website where viewers could go to get a free sample.
www.youtube.com

Analysis of current IMC efforts

Frozen pizza is a relatively low-involvement purchase. Kashi frozen pizza is less expensive per serving than its competitors, which may leave the consumer with more left-overs than other frozen entrees like Lean Cuisine and Healthy Choice.

Is product low or high involvement?

www.youtube.com www.kashi.com

Current media mix and budget breakdown


Kashi Frozen Pizza is currently being launched and has been exclusively promoted on the Internet with a budget of $197,300. Appendix: TNS Competitive Expenditure Data - Media Detail Kashi has used Internet advertising for its GoLean Cereal, Heart to Heart Cereal, Mighty Bites Cereal, and various cereals and food products. The Kashi brand has not limited its advertising to Internet spending, however. The various Kashi cereals and granola bar products are advertised entirely through television, with the majority of their budgets in spot television. This category of the Kashi brand represents the highest total adverAppendix: TNS Competitive Expenditure Data tising expenditures. Page 13

Kashi Pizza contains natural ingredients in a variety of tasty flavor options. All pizza choices are vegetarian, and provide a fresh, light and nutritious meal option for those who are watching their weight and value living a healthy lifestyle. The product is low in trans fat and has a high protein and fiber content, offering approximately 15 grams and 5 grams respectively per serving.

Product benefits

www.kashi.com

Kashi Pizza fits into a natural and healthy lifestyle. According to primary research, exercise is important to our target audience, who finds Kashi to be an overwhelmingly healthy and convenient option. They view Kashi pizza as a higher price option than other frozen foods, however, they are willing to pay the slightly higher price in order to eat right. In addition to its nutritional benefits, Kashi pizza eaters view the product as flavorful. Based on website reviews, Kashi pizza customers appreciate the exotic blend of flavors the brand offers. Our target also recognizes Kashi as a sustainable brand. Kashi lives by its seven whole grain tag line, which its consumer base recognizes as nutritious and wholesome.

Brand/product attitudes

www.kashi.com

Situation Analysis
d. Target Audience

Target Audience In Depth

Healthy on the Go
Who are they?

Healthy on the Go try their best to lead healthy lives, although their busy schedules make this difficult. They are hard-working, careeroriented single women. These women strive to balance the high demands of the professional or business-management workplace while staying in Appendix: MRI Demographic Data shape. Although they want to eat right, their schedules force them to opt for foods of convenience. Frozen entrees like Lean Cuisine and Healthy Choice are favored because they have single portions and Appendix: MRI Lifestyle & Product Usage are easy to prepare. They spend a lot of time on the Internet as it is one of their top mediums of choice. They love to read magazines about travel, health, womens fashion, news entertainment weeklies and bridal publications. They dont have a lot of time to watch television, but they do occasionally listen to the Appendix: MRI Media Usage Data radio and read newspapers. Although not Kashi users per se, they share many similarities with the Kashi community. The Kashi community appears to be largely made up of women who are interested in eco-friendly, healthy, www.kashi.com active life styles. Healthy on the Gos busy schedule most likely prevents them from being able to live the full Kashi lifestyle of eating right and staying fit consistently. Women who are heavy users of Healthy Choice and Lean Cuisine appear to be conscious of making healthy choices on the go. Various demographic similarities were established by researching the websites and advertising of these two www.kashi.com www.leancuisine.com companies. www.healthychoice.com Unlike users of Kashi cereal, Healthy on the Go
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Target Audience at a glance:

Healthy on the Go.

Why are they a good fit for Kashi?

They value healthy, active lifestyles, which relates closely to the Kashi philosophy of eating healthy foods and staying fit. Their work schedules often make it difficult to make healthy choices, however, which is why they are heavy purchasers of fast food and frozen entrees.

What media do they use? Where do they live?

Magazines and Internet (MRI Media Usage).

The Southeast and Southwest (MRI Demographic Data).

are likely to purchase frozen pizzas . Though users of Kashi cereal may be familiar with the brand, Appendix: MRI Lifestyle & Product women who regularly purchased frozen entrees Usage seemed more likely and willing to try Kashi Frozen Pizza. Because of the similarities with the majority of Healthy Choice/Lean Cuisine users, the target was established through research of heavy Healthy www.youtube.com Choice and Lean Cuisine purchasers, which often overlapped with those who led fitness-lifestyles.

Situation Analysis
d. Target Audience We administered a survey to gather information regarding demographic information and frozen food consumption and lifestyle preferences. The last two questions that ask about news media and entertainment media usage were only answered by six of the 26 individuals because they were added after we first distributed the survey. Below are our findings for the key questions asked in the survey. Appendix: Primary Research Survey Questions

Primary Research: Survey

Half of our survey takers said that they exercise more than two times per week. (top) 92 percent of the survey takers said that they were familiar with the Kashi brand. (top right)

DiGiorno was the top of mind frozen pizza brand for 35 percent of the survey takers. Healthy is Kashis most consistent attribute according to the survey takers.
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Situation Analysis
d. Target Audience
Anna is a typical member of the Healthy on the Go target group. She drives a 2010 Toyota RAV4 to her Monday through Friday job in the business management field. Work Appendix: MRI Lifestyle & Product Usage often demands a lot of her time. Appendix: MRI Demographic Data It is not always easy for her to make healthy meals, and because of this she is a frequent user of Lean Cuisine and Healthy Choice. She values the convenience offered by Lean Cuisine and Healthy Choice, as well as the single portion

Meet Anna

tant to Anna and is something she has incorporated into her daily routine. Anna has developed her own fitness regimen at home, when she gets off of work. Appendix: MRI Lifestyle & Product Usage She owns athletic wear and recently bought a new pair of running shoes. Appendix: MRI Lifestyle & Product Usage She makes a point of routinely doing aerobic exercises and also likes to go running to stay in shape. Appendix: MRI Lifestyle & Product Usage She has gone to different types of sporting events in the past, and particularly likes going to college football and baseball games. Appendix: MRI Lifestyle & Product Usage As far as eating habits, Anna makes a point of searching for healthy alternatives. When out shopping, she will often buy butter alternatives, salt alternatives and egg alterna-

www.google.com/images

sizes. She is not a heavy Kashi user, but she does appreciate their message of eating right and staying active. Appendix: MRI Demographic Data She wants to lead a healthy life style, but must often sacrifice health for convenience. Appendix: MRI Lifestyle & Product Usage In her spare time, Anna likes going out to the movies, and enjoys baking, photography and board games. Appendix: MRI Lifestyle & Product Usage She subscribes to Fitness magazine as well as Glamour, In Style, and Gourmet. Appendix: MRI Media Usage Data She spends most of her time on the Internet and doesnt watch a lot of television. Appendix: MRI Media Usage Data Like most 30-year-old women, personal appearance is important to Anna. She is a heavy purchaser of make-up and nail care products. Appendix: MRI

www.cookinglight.com

tives. Appendix: MRI Lifestyle & Product Usage She prefers to drink diet colas and soft drinks, ready to drink iced teas, sports drinks like Gatorade and energy drinks. Appendix: MRI Lifestyle & Product Usage Because of her busy schedule, Anna usually buys frozen breakfasts and frozen entrees like frozen pizza. Appendix: MRI Lifestyle & Product Usage Through the week, she often does not have time to eat out or cook. Several times a month, Anna goes to the fast-food drive-thru on her way home from work. Appendix: MRI Lifestyle & Product
Usage

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www.abcnews.go

Lifestyle & Product Usage

Exercise is also very impor-

Ultimately, Anna is searching for healthier alternatives, but is not always successful in filling that need. Kashi can satisfy this need through the variety and nutrition of its frozen pizzas.

Situation Analysis
d. Target Audience

Consumer Insights
Based on consumer reviews on the brand websites, the target looks for healthy foods that taste good. They read the labels and look for key phrases such as whole wheat or whole grains and nutritional information including the calories, fat, and fiber. Appendix: Primary Research - Kashi
Consumer Reviews

Based on website reviews, consumers of Kashi Pizza enjoy the variety and the tasty flavor in the pizzas such as the Caribbean Carnival (90% voters Loved it) which includes plantains, an interesting ingredient many enjoy. Appendix: Primary Research - Kashi Consumer Reviews Many also enjoy the fact that the pizzas are all vegetarian but delicious. The target is known to be heavy users of vegetarian burgers as well, indicating that they are looking for all the fulfillment of tasty, but often unhealthy, foods. Appendix: MRI Lifestyle & Product Usage Reviews also indicated that many consumers of the pizza products are on weight watchers or trying to watch their weight in some other way and find that this pizza, when split up, is a great meal option. Appendix: Primary Research - Kashi Consumer Reviews Based on MRI data, the target likes to spend money on designer jeans and skirts; they like to look good and a healthy diet is key. Appendix: MRI Lifestyle & Product Usage Supporting this conclusion, many also shop at higher-end department stores such as Saks Fifth Avenue and Neiman Marcus. Appendix: MRI Lifestyle & Product Usage The target also is more likely to buy diet sodas over regular, indicating that when given the option they will opt for the healthier version. Appendix: MRI Lifestyle & Product Usage However, reviews on the Kashi website indicates that many Kashi consumers also worry about the price and so many wait until there are big sales on the products. Many of them look for and use coupons. Appendix: Primary Research - Kashi Consumer Reviews Nevertheless, others argue that the taste and healthy option is something worth paying for.
Appendix: Primary Research - Kashi Consumer Reviews

www.google.com/images

www.google.com/images

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Situation Analysis
e. Geography Questions

How and where is Kashi sold?


Kashi is a national brand with national distribution. It is sold in every region of the country and in most grocers and food distributors. The following CDIs are based on the category of frozen pizza. Results over 100 signify preference for either the brand or the category, respectively. The following data was used to determine whether offensive or defensive strategies would need to be taken, specifically in southeast and southwest markets. The chart also includes DMAs with high category indices for the healthy food lifestyle and fitness exercise lifestyle. Although the majority are not in the southeast or southwest, markets with indices over 100 were still selected. These DMAs were targeted because the lifestyle indices were strongly correlated to the target audiences similar belief in leading healthy, active lifestyles.

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Appendix: Market Data Appendix: Market & Lifestyle Data

Situation Analysis
f. Timing and Purchase Cycle

Timing and Purchase Cycle:


Frozen pizza can be bought any time of the year throughout the year. It would most likely be purchased by the target audience on the weekends, as these women work Monday-Friday jobs, or in the evening when these women get off work. Summer months would further enable Kashi advertisements to compete with other frozen pizza competitors. As depicted from the graphs, only Lean Cuisines Frozen Panini spent almost 40% of its advertising budget in the summer months of July and August. Appendix: TNS Competitive Expenditure Data - Seasonality

When is this product advertised?


Kashi Pizza is currently being launched. Previous efforts to promote the product have been exclusively done through Internet advertising.
Appendix: TNS Competitive Expenditure Data - Media Detail

Why should we advertise during the summer?


We are advertising in the summer because our competitors dont spend as heavily during June, July and August. Kashi Pizza also provides a refreshingly light meal that is ideal during the summertime. Our target audience is more inclined to exercise at home during the summer to maintain their beach bodies. Because of the warmer weather, Kashi fits into their healthy/fitness lifestyle.
Appendix: TNS Competitive Expenditure Data - Seasonality

When does competition advertise?


Lean Cuisine Brick Frozen Pizza only advertises in March, whereas the South Beach Diet Pizza advertises throughout the year, except in August. California Pizza Kitchens Frozen Pizza advertises throughout the year except in January, February and July. Healthy Choices frozen panini is advertised from June to December. Overall, it appears that the late summer and fall months are most favored when advertising frozen pizza or related products.
Appendix: TNS Competitive Expenditure Data - Seasonality

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Situation Analysis
g. Questions about the Media Mix

Kashi spends only 0.63% of its advertising budget on Kashi Frozen Pizza because it is a new product launch. $197,300 has been spent to promote Kashi Frozen Pizza entirely on the Internet. Kashi Frozen Pizza has only been advertised during three months: August, September and October.

Kashi Media at a Glance


Appendix: TNS Competitive Expenditure Data Appendix: TNS Competitive Expenditure Data - Seasonality Appendix: TNS Competitive Expenditure Data - Media Detail

*All dollars reported in (000) Source: TNS Competitive Expenditure Data - Seasonality

Kashi is focusing its spending at the end of the summer and the start of fall. The spending in October is negligible in comparison to August and September. The limited spending prevents Kashi from having high frequency throughout the year; however, focusing on specific months allows Kashi to advertise more heavily during those months than if they ran a year-long campaign.

The target audience prefers magazines, Internet and outdoor advertising. Appendix: MRI Media Usage They are moderately heavy users of newspapers. Focusing on magazines and Internet advertising seems to be the best fit for the brand while trying to stay within the advertising budget. Weaknesses in competitors media mix: Most of our competitors appear to spend heavily in television. Although research shows that our target audience is comprised of moderately heavy television users, they are not likely to watch prime-time television and do not have the time to watch day-time television since they work during the day. Since four of the competitors spent at least one third of their budgets on TV, it seems that advertising in this medium would not be in Kashis best interest. California Pizza Kitchen, South Beach Diet and Lean Cuisine Brick Style Frozen Pizza spent more than half of their budgets on magazines. However, only California

Questions About the Media Mix

Pizza Kitchen and Lean Cuisine Frozen Panini spent any money on Internet advertising. Neither of them spend more than 15% of their budgets on Internet. The competition is clearly overlooking Internet advertising which can be used to Kashis advantage. Kashi can create interest or maintain brand loyalty through the Internet by sending coupons or tips on healthy living and recipes. Because the Kashi community is dedicated to healthy lifestyles, this could appeal to the target audience and allow them to become more involved with the brand. Although this is a low-involvement product, Internet advertising can provide more information to the target Expenditure about leading a healthy lifestyle. Appendix: TNS CompetitiveMedia Detail Data Lean Cuisine Frozen Pizza Spent 100% of their total advertising expenditures ($100) in spot TV in May. Lean Cuisine Brick Style Frozen Pizza Spent 100% of their total advertising expenditures ($53,000) in magazines in March.
Appendix: TNS Competitive Expenditure Data - Media Detail

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Lean Cuisines frozen Panini includes a variety of mediums. They maximize television spending but minimize Internet ads. While magazine spending is not the focus of the media mix, it can still threaten Kashi Pizza because Healthy on the Go are heavy users of magazines. *All dollars reported in (000). Appendix: TNS

Competitive Expenditure Data - Media Detail

Lean Cuisine Frozen Paninis advertising runs through the summer and fall months, ending in December. Nearly half of spending occurs during September and October. Appendix: TNS Competitive Expenditure Data - Seasonality Healthy Choice Frozen Panini focuses only on the fall months, including minimal spending in December. This appears to follow the pattern of the other competitors, like South Beach Diet and California Pizza Kitchen, where a high percentage of spending is placed in the fall. Appendix: TNS Competitive Expenditure Data - Seasonality

Healthy Choice Frozen Panini appears to dominate television, particularly network and cable. If Kashi Frozen Pizza opts to use television, they would have to significantly outspend Healthy Choice in order to gain market share. *All dollars reported in (000). Appendix: TNS Competitive Expenditure Data - Media Detail

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The South Beach Diet media mix dominates magazine advertising and television. South Beach Diet could directly compete with Healthy on the Go because of its heavy spending in magazines. *All dollars reported in (000). Appendix: TNS Competitive Expenditure Data - Media Detail

South Beach Diet Frozen Pizza spends throughout the entire year, except August. Nearly half of spending occurs in the fall, with advertising maximized in September. This directly competes with Kashis current spending in September. Appendix: TNS Competitive Expenditure Data - Seasonality California Pizza Kitchen advertises heavily in spring and fall, stretching their advertising budget throughout the year. California Pizza Kitchens limited spending in the summer and winter months may provide an opportunity for Kashi Frozen Pizza. Appendix: TNS Competitive Expenditure Data - Seasonality

California Pizza Kitchen spends the majority of its advertising in magazines. California Pizza Kitchens media mix threatens Kashi Frozen Pizzas target audience. Healthy on the Go favors magazines and Internet over Detail television. *All dollars reported in (000). Appendix: TNS Competitive Expenditure Data - Media

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Situation Analysis
h. SWOT Analysis

Strengths
Women between the ages of 25-34 all identify Kashi as a healthy option because its products contain a blend of seven whole grains and sesame, with high fiber and protein content. Kashi allows eating well to be convienient and easy, with minimal cooking preparation necessary. Online reviews support the idea that it is nutritous and delicious. There is a wide variety of Kashi pizza options to choose from without sacrificing nutrition. Kashi pizza has a lower cost per serving than its competitors. (Kashi Frozen Pizza has three servings per box as opposed to its competitors single serving.)

Weaknesses
Kashi occupies limited shelf space in most supermarkets that hold its products. Kashi has not been competitive in its ad spending for the new product or in promoting product awareness of its pizza in the past. Kashi pizza is not the top-of-mind option among women ages 25-34. Among the eight frozen pizzas we looked at, Kashi has the lowest share of voice (percentage of ad spending), while Digiorno has the highest. (Source and refer to chart)

Appendix: Primary Research - Survey Questions Appendix: TNS Competitive Expenditure Data

Appendix: MRI Demographic Data www.kashi.com

Threats
More brands are moving toward organic and healthy food option positioning, so Kashi will have more competition. Products are significantly higher priced than competitors so consumers may choose the cheaper option, even if it has fewer servings per container. Having more than one serving per container might not be as attractive to our target audience. Since Kashi pizza is a new product, it has low recognition and isnt yet the top choice among competitor pizza brands.
Appendix: Primary Research - Survey Questions

Opportunities
Women are becoming more and more conscious about eating healthy, and have subsequently become more prone to doing so. Our target audience has a high purchasing power because their occupations in the business and management fields allow them more disposable income. Can emphasize placement in both frozen pizza and health frozen foods sections of supermarkets.
http://www.scribd.com/doc/16334487/Kashi-FINAL

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Creative Brief:
Why are we doing this?
Market Growth Objective: To increase sales of Kashis Natural Pizza by 15 percent to $40 million for 2012.

Project Strategy/Insight:

Kashis Natural Pizza, which falls into the natural and organic foods category, is a healthy and tasty alternative to the many diet-friendly frozen meals. There are seven different types of pizza, featuring unique flavors such as Caribbean Carnival and Mediterranean. Kashi is a strong supporter of eco-friendly, sustainable living. Kashi as a brand has been established and recognized as a healthy foods company.

Who are we trying to reach?

Target Audience: Healthy on the Go Healthy on the Go aspire to lead a healthy lifestyle and enjoy diet-friendly, convenient meals such as Healthy Choice and Lean Cuisine. She is single (25-34), career-oriented, successful and doesnt mind spending money on products that make her look good. She wants to lead a healthy lifestyle, as she is very likely to follow an at-home fitness regimen. However, with her busy schedule she often resorts to fast food and frozen meals. In looking for healthy options she often seeks food with diet-labels or healthy alternative, such as butter or egg alternatives. Key Consumer Insight: The Healthy on the Go lead busy lives, which create difficulties when trying to make healthy choices. She doesnt want to sacrifice nutrition for convenience, but often must. Consumer Challenges/Barriers: The challenge will be to get the Healthy on the Go to recognize Kashi Pizza as a tasty alternative. The main concern is getting our target to switch from Healthy Choice and Lean Cuisine to Kashi Pizza.

What are we trying to say?

Single Most Important Message: Kashi Pizza is a healthy and enjoyable meal that fits into a busy lifestyle. Supporting Messages: According to most customer reviews, Kashi is a delicious, natural and quality choice. Call to Action: Visit kashi.com/events for more details about upcoming events, free samples and trial coupons. Tone: Sympathetic (to the hectic life), casual, fun, straightforward.

How are we trying to reach them?


Timing: June, July and August.

Media Vehicles: Internet, Magazines (Fitness, Health, Gourmet, In Style, Allure, Shape, Cooking Light, Brides), Events (free sample distribution at baseball games and office buildings in select DMAs).

Budget/Executional Considerations:

The fous of our spending is in Internet advertising. Our contingency budget will include events during each month that cost $50,000 each. See budget for total cost of magazine and Internet spending per month.

How are we going to measure the results?


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Facebook likes; Coupons downloaded; Online noise through the Kashi website forum; market growth.

Media Objectives & Strategies


a. Target Audience & Media Mix b. Reach, Frequency, and GRPs c. Scheduling and Timing d. Media Budget e. Geography f. Sales Promotion

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Media Objectives & Strategies


a. Target Audience and Media Mix

Target Audience
Healthy-on-the-Go try to lead healthy lives and must often forego nutrition for foods of convenience such as Healthy Choice and Lean Cuisine. Lean Cuisine/Healthy Choice users are 29% more likely to be working women and are 9% more likely to be women between the ages of 25 and 34. Lean Cuisine/Healthy Choice users are 95% more likely to have purchased frozen pizza in the last six months. They are highly likely to have purchased healthy alternatives, with an index of 298 for butter alternatives and 215 for egg alternatives. They also have an index of 117 for being engaged in a physical fitness program at home. frozen pizza buyer demographic with giants like Tombstone and Digiorno. Kashi promotes all of its products with the tagline, seven whole grains and sesame. Thats not a phrase often uttered on the frozen pizza aisle. With its healthy positioning, Kashi is an ideal choice for those seeking a healthy alternative to the pepperoni pizzas of the world.

ence goal for the campaign is to target our competitions audiences, specifically Healthy Choice and Lean Cuisines heavy purchasers.

Objective: The target audi-

Who are our competitors? The two leaders in the field of healthy, convenient food currently are Healthy Choice and Lean Cuisine. While the market for healthy food is significantly smaller, Kashi has a much better opportunity for growth in How we found them: this audience. New to the frozen Frozen pizza has become an pizza world, and with a goal of increasingly competitive category increasing sales by 15%, targeting within the production food indus- a specific audience with an affintry. However, Kashis target audi- ity for Kashis ideology is the best ence doesnt fit into the typical option.

target Lean Cuisine/Healthy Choice users in markets that have high percentages of our target audience, particularly in the southeast and southwest where the target is likely to live through events. Because our target audience is also the audience of our competition, the media mix will reflect the optimal way of competing with them. Our media mix is based on what mediums the target audience consumes the most of: Internet and magazines. Events are also chosen on the target audiences preferred pastimes and lifestyle. Certain cities have been selected, based on demographic research, for events where the target audience resides in higher numbers.

Strategy: The campaign will

According to primary research/survey results, Internet is the main source of media consumption for our target audience.

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Media Objectives & Strategies


a. Target Audience and Media Mix The media mix was selected because the target audience is 22% more likely to be heavy magazine users and 21% more likely to be heavy Internet users. Objective: The goal for the campaign is to dominate Internet spending among our competitors, while using

Media Mix

magazine ads to enforce our online presence. Strategy: We will do this by spending the majority of the advertising budget in Internet spending and maintaining a strong Internet presence each week of the campaign.The following mediums will be employed:

Magazines:
The magazines used in our media mix will be based on target audience preferences. The list of magazines includes: o Fitness o Health o Gourmet o In Style o Allure o Shape o Cooking Light o Brides All magazine advertisements will direct the target to the Kashi website. The first two weeks of each month, magazines will be used prevalently in order to attract users to the website to make them aware of the product and upcoming events. Our Internet targeted websites will include the web addresses of these specific magazines as well. The print ads will act as a promotion to access coupons from the website available for download. Coupon promotions will be halfoff the retail price of frozen pizzas. Since our audience is single, a halfoff coupon will be more valuable than a buy-one-get-one-free offer, which our target would likely not use due to quantity. Page 27

Internet:
Target sites: Internet will be the primary advertising avenue for our campaign. We will dominate the medium by advertising on targeting websites that appeal to our audience. The primary websites will include the respective websites of the magazines we are advertising in, and other websites related to the targets interest in a healthy lifestyle. The advertisements on the targeted sites will direct the user to the Kashi website. Once there, they will be able to register with the site to receive coupons and promotions. Users will have to provide their email address in order to register. (include information about the format of the ads - banner ads, pop up ads etc.) Keyword Search: Keyword search makes up the other facet of our online campaign. Search engine optimization will allow us to be the first result in searches by those searching for healthy food. Examples of words that will be utilized include: health, organic, whole grain, pizza, natural and fitness. Combinations of these words will increase the likelihood of Kashi being one of the first results. Keyword search will increase website traffic and brand exposure. Keyword search will also

Events:
Events will be located in thirteen DMAs, selected by high lifestyle indices and regional location. (see Geography Objectives and Strategies.) Based on demographic research according to the audiences occupation and pastime preferences, free samples will be distributed at baseball games and office buildings, when the target is leaving work. Each DMA will hold one event. allow users to find local retailers of Kashi pizza. Social Media: Social media allows for increased interaction and communication at an inexpensive and informal level. It inspires brand relationships with consumers and encourages two-way communication. We will build a Facebook brand page for Kashi frozen pizza which will allow consumers to interact with the brand and raise awareness of the product. On the page. we will alert fans to upcoming events and new product developments. Our Facebook presence can also drive users to the Kashi website for coupon distribution and special offers.

Media Objectives & Strategies


b. Reach, Frequency and GRPs

Reach, Frequency & GRPs


As recommended by Media Flight Plans Reach/ Frequency Decision Model (p. 39) we will maximize while maintaining a reach of 80 or greater during the frequency while maintaining an adequate reach in the first weeks of each month of the campaign. The goal for first week of each month of our campaign for the Kashi GRPs is 500 or greater at the beginning of each month. Events during the third week of each month will inFrozen Pizza product launch. Since Kashi Frozen Pizza crease the frequency of the message in select DMAs. has several established competitors and the product is likely to be bought several times a month, we believe high initial frequency is the best way to shape our plan. the first week of each month, heavy media buys will be made in Internet and womens magazines (see budget). Events will be held in order to boost frequency in the The first week of each month will cost $2,672,025 to atthird week of each month. tain a frequency of 6.3, a reach of 90.3 and a GRP total The third week of the campaign will increase frequen- of 570. The high GRPs will ensure the likelihood that the target is aware of Kashis Frozen Pizza at the onset cy with events in the following 13 DMAs: Albuquerqueof each summer month. So as to maintain cost effecSanta Fe, Miami, Denver, Los Angeles, Salt Lake City, tiveness, reach and frequency will be decreased to 81.4 San Diego, Charlotte, Dallas-Fort Worth, Greenville- and 3.5, respectively, during the second week of each month. Lower frequency will be less likely to irritate Spartanburg etc, Houston, Nashville, Oklahoma, Tamthe audience, who may become weary of the message pa-St. Petersburg. Reach during the third week of June if over-exposed. GRPs during the second week of each and July is 74.7 with frequency estimated at 5 and GRPs month are 285. totaling 374. The reach and frequency in August will be slightly lower, as magazine buys will not be made, thus attaining a reach of 62, a frequency of 4.5 and GRPs totaling 279. Finally, reach and frequency during the fourth months will be limited so as to attain cost efficiency. June will have a higher reach an frequency during the fourth week, in order to make the first month of the campaign strongest. Reach of 74.7, frequency of 3 and GRPs will total 224. July and August will share the same reach, frequency and GRPs in the fourth week with a reach of 62, a frequency of 2.8 and GRPs at 174.

Objective: To maximize frequency at 6 or more

Strategy: To optimize frequency and reach for

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Media Objectives & Strategies


c. Scheduling and Timing

Scheduling and Timing


Kashi currently does most of its advertising in August and September. Kashis competitors tend to spend highly in the fall and spring. For example, Healthy Choices Frozen Panini runs its campaign from September to December. Lean Cuisines Frozen Panini campaign, which runs from June through December, spends nearly half of its advertising expenditures in September and October (See Media Mix).

Objective: Emphasize the

competitions weakness by creating a flighting campaign during the summer.

three month national campaign during June, July and August, The competitions spending during the summer months is often minimal while targeting specific DMAs for or non-existent. For instance, California Pizza Kitchen spent 9% of is bud- heavy-up during specific weeks of get in June and 5% in August, bypassing July altogether. South Beach Diet the campaign. Frozen Pizza spent only 4.1% and 6.3% of its total advertising expenditures in June and July, respectively. (See Media Mix) MRI data about lifestyle and purchasing habits indicates that summer months provide an excellent opportunity to reach our target. Since Kashi Frozen Pizza is positioned as a healthy food, the target audience may find Kashi Frozen Pizza appealing during the summer as it can help them maintain a manageable weight during this season. Advertising during the fall and spring could potentially harm the product launch, as it would have to compete heavily against its competitors and most likely have to spend more money to break through the clutter. The events planned for key demographics will coincide with the summer months. For instance, Kashi Frozen Pizza samples will be handed out at baseball games, which are held during the summer. The timing of the campaign will not be affected by day parts because we will not be using broadcast mediums. The first weeks of each month will maximize reach and frequency, as to consistently keep the message in the targets mind throughout the summer. Although the last week of each month will have low reach and frequency, the third week of each month will schedule events in 13 targeted DMAs to increase frequency. Since three of Kashis competitors advertise in June, the first month of the product launch will cost slightly more than July and August, in order to gain a stronger share of the market. Page 29

Strategy: We will create a

Media Objectives & Strategies


d. Media Budget Kashi does not have a large budget to spend on advertising and has typically spent the majority of its budget on cereals and granola bars. Of Kashis total advertising expenditures, .63% has been set aside for Kashi Pizza (See Media Mix). Kashi intends to have a cost efficient campaign that will emphasize the competitors weakness during the product launch. So as not to overwhelm the target with advertising and maintain cost efficiency, the second week of each month will decrease the amount of units purchased by half. Therefore, the second week of each month will cost $1,336,012.50. The third week of each month will include events within the thirteen targeted DMAs. This will increase the frequency of the message in markets with high lifestyle indices. Each DMA will host one event during the third week of the three month campaign. Four of the thirteen DMAs will hold events in June, four of the remaining nine DMAs will hold events in July. The remaining five DMAs will hold events in August. Each event costs $50,000. The events will replace magazine buys during the third week of August, while magazine buys will be reduced to $121,100 in June and July. Internet spending will be reduced to $591,250 for targeted sites and $443,437.50 for keyword search. The total cost for the third week in June and July is $1,355,787.50, while

Media Budget

the cost of the third week in August is $1,284,687.50. The fourth week of each month will be the least expensive as GRPs are lowered forcost-efficiency. The last week of June will make the same media buys as the third week only without the cost of the events, totaling $1,155,787.50. The fourth weeks of July and August will forgo magazine buys, coming to a total of $1,034.687.50. The total cost for June is $6,519,612.50. The total cost for July is $6,398,512.50. The total cost for August is $6,327,412.50. The total cost for the three month campaign is $19,245,537.

Budget Reach, Frequency and GRPs


June Week 1 Week 2 Week 3 Week 4 July Week 1 Week 2 Week 3 Week 4 August Week 1 Week 2 Week 3 Week 4 Page 30 Reach 90.3 81.4 74.7 74.7 Reach 90.3 81.4 74.7 62 Reach 90.3 81.4 62 62 Frequency 6.3 3.5 5*(estimated) 3 Frequency 6.3 3.5 5*(estimated) 2.8 Frequency 6.3 3.5 4.5*(estimated) 2.8 GRPs 570 285 374 224 GRPs 570 285 374 174 GRPs 570 285 279 174

Objective: To start each month with high reach and frequency, while maintaining a strong, continual Internet presence during the three-month campaign.

Strategy: The first week of each month of the campaign will include heavy media buys to attain high reach and freqency. Internet buys will be maximized at this time, costing $1,300,750 for Internet targeted sites and $886,875 for keyword search. Magazines buys will cost $484,400. This will ensure the target audience is aware of the products launch. While pizzas can be purchased any time of the month, starting each month with high frequency and reach will maximize the likelihood that the target will try the product and continue to throughout the month. The first week of each month will cost $2,672,025.

Media Objectives & Strategies


d. Media Budget Breakdown Week 1 2 3 4 Total Cost of Womens Mags $484,400 $242,200 $121,100 $121,100 $968,800 Cost of Internet (Targeted Search) $1,300,750 $650,375 $591,250 $591,250 $3,133,625 Cost of Internet (Keyword) $886,875 $443,437.50 $443,437.50 $443,437.50 $2,217,187.50

June

Cost of Events 0 0 $200,000 (in 4 DMAs) 0 $200,000

Total Cost $2,672,025 $1,336,012.50 $1,355,787.50 (including events) $1,155,787.50 $6,519,612.50

Week 1 2 3 4 Total

Cost of Womens Mags $484,400 $242,200 $121,100 $0 $847,700

Cost of Internet (Targeted Search) $1,300,750 $650,375 $591,250 $591,250 $3,133,625

Cost of Internet (Keyword) $886,875 $443,437.50 $443,437.50 $443,437.50 $2,217,187.50

July

Cost of Events 0 0 $200,000 (in 4 DMAs) 0 $200,000

Total Cost $2,672,025 $1,336,012.50 $1,355,787.50 (including events) $1,034,687.50 $6,398,512.50

Week 1 2 3 4 Total

Cost of Womens Mags $484,400 $242,200 $0 $0 $726,600

Cost of Internet (Targeted Search) $1,300,750 $650,375 $591,250 $591,250 $3,133,625

Cost of Internet (Keyword) $886,875 $443,437.50 $443,437.50 $443,437.50 $2,217,187.50

August

Cost of Events 0 0 $250,000 (in 4 DMAs) 0 $250,000

Total Cost $2,672,025 $1,336,012.50 $1,284,687.50 (including events) $1,034,687.50 $6,327,412.50

Magazines Internet (Targeted Sites) Internet (Keyword Search) Events Total Page 31

June $968,800 $3,133,625 $2,217,187.50 $200,000 $6,519,612.50

Budget: Cost Per Medium


July $847,700 $3,133,625 $2,217,187.50 $200,000 $6,398,512.50 August $726,600 $3,133,625 $2,217,187.50 $250,000 $6327,412.50

Total $2,543,100 $9,400,875 $6,651,562.5 $650,000 $19,245,537

Media Objectives & Strategies


Media Budget Flowchart

d. Media Budget

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Media Objectives & Strategies


e. Geography

Geography:
The Healthy on the Go target audience primarily lives in the Southeast and Southwest. There is a 25% greater chance that these women who heavily purchase Lean Cuisine and Healthy Choice live in the Southwest. There is a 27% greater chance that Lean Cuisine and Healthy Choice consumers live in the Southeast according to MRI Demograhic data. While these areas had high percentages of our target audience, other DMAs around the country shared lifestyle index similarities with Healthy on the Go psychographics. High lifestyle indices were examined in areas where the high numbers of the population led an active, fitness lifestyle and consumed healthy, natural foods. Using Kashi Case Market Data, the following DMAs will be targeted based on high lifestyle indices: Albuquerque-Santa Fe, Denver, Los Angeles, Salt Lake City, San Diego, and Miami-Ft. Lauderdale. All six DMAs had a fitness lifestyle and healthy, natural food lifestyle index greater than 100, and at least one of the indices was greater than 110. The populations of each DMA are greater than 1 million, increasing the likelihood of expanding our reach. Free samples of Kashi will be distributed at baseball games in these DMAs. If a major league team does not exist in one of the markets, the event will be held during a minor league game. Geo-targeted Internet advertising in these markets will prominently display on the respective websites of fitness and health magazines such as: Bon Appetit, Epicurean, Food and Wine, and Muscle and Fitness. The websites for Fitness, Health, Cooking Light and Gourmet will also be heavily geo-targeted. The websites for the local baseball teams that will hold the events will be utilized by Internet targeted site advertising, which will feature ads for the upcoming event. The following DMAs will be targeted in the Southwest and Southeast based on population and category indices: Charlotte, Dallas-Ft. Worth, GreenvilleSpartanburg etc., Houston, Nashville, Oklahoma City and Tampa-St. Petersburg. Areas with lower category indices were chosen if populations exceeded 1 million. DMAs in the Southeast and Southwest typically do not have high lifestyle indices. However, many did have high category indices for frozen pizza. Since Healthy Page 33 paign with heavy-up in select DMAs. These DMAs were chosen according to fitness lifestyle and healthy, natural food lifestyle indices, the population within the DMA, and the percent of heavy Healthy Choice and Lean Cuisine users between the ages of 25 and 34 who live within highly populated DMAs. The Internet and magazine advertisements will run nationally during the threemonth campaign. Thirteen selected DMAs for heavyup will each host one event during the campaign. These markets will receive geo-targeted Internet advertising that will alert the consumer of upcoming events within the area. These ads will be placed on the Kashi website as well as keyword searches and targeted sites described in our media mix objectives and strategies. Events will differ based on varying indices within the DMAs. on the Go purchases frozen pizzas and frozen entrees, we believe our target audience would be more likely to switch to Kashi Frozen Pizza because it can satisfy their need for a nutritious, easy to prepare meal. The events in these DMAs will target office buildings where the target is likely to work. For example, offices that specialize in business, finance, and professional fields like advertising, PR and law firms. One to three offices will be targeted per DMA based on the size of the office and its location to other offices. Free samples will be handed out to office workers at the time they are leaving from work. Geo-targeted Internet advertising in these DMAs will prominently display on websites that feature entertainment and news, such as In Style, People, Time and Modern Bride. Health and fitness websites used throughout the national campaign will feature geo-targeted advertisements that alert the consumer of events in the Southeast and Southwest. These ads will take the viewer to the Kashi website where they can read about past events and find out about upcoming events in their area.

Objective: To create a national cam-

Strategies:

Media Objectives & Strategies


f. Sales Promotion

Sales Promotion
Certain DMAs throughout the country are targeted for their high lifestyle indices numbers and for a high proportion of Healthy on the Go members who live in the Southeast and Southwest regions. . The events in the 13 DMAs will be advertised through geo-targeted Internet ads. These ads will be placed on the Kashi website as well as keyword searches and targeted sites described in our media mix objectives and strategies. Kashi Frozen Pizzas Facebook page will alert fans of upcoming events in their area. Office events will be held in the Southeast and Southwest DMAs (see Geography Media Objectives & Strategies). One to three office buildings will be targeted based on the number of employees. Large offices with at least 1,000 employees that specialize in business, finance, advertising, PR or law firms will be the focus of our events. For instance, one of the offices we will target is the Bank of American building in Charlotte, which has over 1,000 employees. Another example is the J.P. Morgan Chase Tower in downtown Houston, the tallest building in Texas. The office events will set up in the front lobby of each building. The pizza samples will be pre-cooked and placed in heating containers to ensure freshness. Closing times will be researched on an individual basis. At approximately 5:00 p.m., as the employees begin
Page 34

Objective: To capture 5% of the

target audience population within these 13 DMAs through planned events.

Strategy: Each event costs $50,000 to


distribute 9,000 servings of pizza, or 3,000 total pizzas. Five Kashi representatives will be paid minimum wage to distribute free samples during each baseball and office event.

to leave, Kashi representatives will hand out free samples. Flyers will also be distributed along with the pizzas, informing the receiver of coupons on the Kashi website for half-off one pizza. To receive the coupon, users must register by email and will receive updates from the Kashi website. Baseball events will be held in DMAs with high lifestyle indices (see Geography Media Objectives and Strategies). Kashi will target local major league baseball stadiums; minor league baseball stadiums will be targeted if the DMA does not have a major league baseball team. The event will be set up among food and beverage vendors at the start of the game. Like the office events, the pizzas will be pre-cooked and placed in heating containers. Flyers with information about downloading half-off coupons from the Kashi website will also be distributed.

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