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Alyssa Orozco Introduction to Media Media Plan 2014 Tostitos Saturday, November 30, 13


COMPANY OVERVIEW Tostitos is under the company Frito Lay, a brand unit of Pepsi Co.

Tostitos sells their products as “the tortilla chip made for dipping.” Their current brand image involves family and friend get togethers. Their brand images include a “fiesta” and football theme. Saturday, November 30, 13


PRODUCTS TOSTITOS® ARTISAN RECIPES® Baked Three Cheese Queso Flavored Tortilla Chips TOSTITOS® ARTISAN RECIPES® Grilled Red Pepper & Tomato Salsa Flavored Tortilla Chips TOSTITOS® ARTISAN RECIPES® Roasted Garlic and Black Bean Tortilla Chips TOSTITOS® ARTISAN RECIPES® Toasted Southwestern Spices Tortilla Chips TOSTITOS® Bite Size Tortilla Chips TOSTITOS® Cantina Thin & Crispy Tortilla Chips TOSTITOS® Cantina Traditional Tortilla Chips TOSTITOS® Crispy Rounds Tortilla Chips TOSTITOS® Hint of Lime Flavored Tortilla Chips TOSTITOS® Multigrain SCOOPS!® Tortilla Chips TOSTITOS® Multigrain Tortilla Chips TOSTITOS® Original Restaurant Style Tortilla Chips TOSTITOS® SCOOPS!® Tortilla Chips BAKED! TOSTITOS® SCOOPS!® Tortilla Chips TOSTITOS® SIMPLY NATURAL™ Blue Corn Tortilla Chips TOSTITOS® SIMPLY NATURAL™ Yellow Corn Tortilla Chips TOSTITOS® Cantina Chipotle Restaurant Style Salsa TOSTITOS® Cantina Roasted Garlic Thick & Chunky Salsa TOSTITOS® Chunky Salsa - Hot TOSTITOS® Chunky Salsa - Medium TOSTITOS® Chunky Salsa - Mild TOSTITOS® Creamy Spinach Dip TOSTITOS® DIP CREATIONS® Freshly Made Guacamole Dry Dip Mix TOSTITOS® Monterey Jack Queso TOSTITOS® Restaurant Style Salsa TOSTITOS® Salsa Con Queso TOSTITOS® Smooth and Cheesy Dip TOSTITOS® Zesty Bean & Cheese Dip

www.tostitos.com

Saturday, November 30, 13

Tostitos is known for their tortilla chips and salsa. Their new additions to their product line are the Tostitos Cantina chips and salsa.


TARGET MARKET

Tostitos primary consumers are held in Affluent Suburban Spreads with the behavioral lifestyle of Older Bustling Families. Affluent Suburban Spreads index at 139, a 39% more likely to buy Tostitos Tortilla Chips, while Older Bustling Families are 56% more likely to buy.

Source: Homescan Product Library 2013 Mar (Spectra)

Saturday, November 30, 13


TARGET MARKET Total '000

Tostitos is used by women who do the majority of the shopping in the household. The ages are between 25-54 years old.

Women 25-54 Age: 35-44 Age: 45-54 Women 18-49 Adults 25-54 Adults 18-49 Age: 55-64 Age: 25-34

Index

54948 26425 28853 52662 80897 77986 23150 25619

127 125 122 120 116 112 104 100

Total '000

Women who buy Tostitos are married with children between the ages 12-17 years old.

The household incomes with high index’s are households with an income of at least $60,000. MRI Plus Reporter: Fall 2011 Product: Household Products - Food products Corn, Tortilla & Other Chips & Cheese Snacks Used in last 6 months Tostitos Scoops! (Principal Shoppers)

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Child age: 12 - 17 Years Child age: 6 - 11 Years Marital Status: Now Married Child age: <6 Years Child age: 2 - 5 Years Marital Status: Engaged

24619 24069 71617 23773 18486 6395

Total '000 HHI: 150,000+ HHI: $75,000-$149,999 HHI: $60,000-$74,999

12467 36833 14536

Index 152 129 127 104 104 100

Index 150 148 106


COMPETITION Top Snack Food Brands Worldwide, 2010

Tostitos top competitors from the snack category include other products that fall under the Frito Lay company: Lays, Doritos, and Cheetos. These brands are also advertised frequently and around the same time periods as Tostitos. They also appeal to social gatherings.

Market Share Reporter, Business Insights: Global Saturday, November 30, 13


Frito Lay

Market Share: 6.7%

Market Share: 3.5% Saturday, November 30, 13

Frito Lay has numerous promotions and brand extensions this year that could decrease sales for Tostitos by customers switching to other new products. Doritos is a threat to Tostitos since they also fall under the tortilla chip category and they are reaching towards the hispanic market with Doritos Locos Tacos and partnering with Taco Bell.


COMPETITON Tortilla Chip Category Top Tortilla Chip Brands, 2011: market share

Other competitors not involving Frito Lay are Mission, On the Border, and Pace. These are competitors that are under the same food category as Tostitos. Even though we are well above these competitors, it is our job to maintain our market share.

Market Share Reporter, Business Insights: Global Saturday, November 30, 13

Mexican Salsas Top Brands of Mexican Salsas, 2012: in sales


MARKETING OBJECTIVES The marketing objective for this project is to gain awareness of the new product line extension of Tostitos Cantina Tortilla Chips and Salsa.

To target large families with emphasis on the familyâ&#x20AC;&#x2122;s food purchaser. To maintain market share for tortilla chips and salsas.

Saturday, November 30, 13


MEDIA OBJECTIVES Within a 10 million dollar project: We will gain awareness among women with families by focusing our advertising efforts on television, print, and outdoor advertising. Advertising efforts for the year of 2014, will be focused during the winter, summer and fall seasons. Heavy advertising will occur during the introductory period and then the rest of the year will be the reminder advertising.

Saturday, November 30, 13


GEOGRAPHY/SEASONALITY Tostitos is a nationwide product that is sold and advertised nationally. Based on the target audience and the companyâ&#x20AC;&#x2122;s past advertising campaigns, the majority of the advertising will occur in the winter, in relation to football season. During football season, other competitors advertise heavily and consumers are easily reached. Saturday, November 30, 13


TELEVISION The purpose of using television is to introduce Tostitos new product extension, Tostitos Cantina. Television is the best way to reach consumers because Tostitos customers are more likely to watch television during social gatherings or as a family.

Advantages: -Able to get a broad reach -Includes visual and audio -Wide range of programming Saturday, November 30, 13


TELEVISION Total '000 TV Show Types: Entertainment Specials TV Show Types: Basketball Specials-College TV Show Types: Awards-Specials TV Show Types: Football Bowl Games-Specials TV Show Types: Hockey TV Show Types: Early Morning Talk/Informational/News TV Show Types: Football-Pro Weekend TV Show Types: Football Specials-Professional TV Show Types: Football-College Weekend TV Show Types: News- Specials TV Show Types: Football Pro Pregame Shows TV Show Types: Sports Anthologies - Weekend

Total '000 Cable: CBS Sports Network Cable: ESPNews Premium Services: Starz! Cable: ESPN Classic Cable: NFL Network Cable: ESPN2 Cable: TBS Cable: ESPN Cable: Fox News Channel

Index

6881 12452

144 139

14728 4507 10317 18847 38382 33638

129 128 127 121 125 113

40404

112

13323 8372 11246 11957 13837 9049 31224 39309 17591 15169 18659 6930

Used in last 6 months Tostitos Scoops! (Principal Shoppers)

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138 128 127 127 125 123 123 122 121 120 119 119

The majority of the television programs watched are sports, news, and entertainment programs.

ESPN channels and other sports network have a high index for Tostitos customers. This gives us the advantage to advertise during football season to create an impact where most social gatherings occur.

MRI Plus Reporter: Fall 2011 Product: Household Products - Food products Corn, Tortilla & Other Chips & Cheese Snacks

Index


TELEVISION Daytime

TRP Weeks CPP

Total

Early News

25

4

7,700

$770,000

Daytime

25

12

$7,000

$2,100,000

Primetime

25

4

$25,300

$2,530,000

For television, advertising will only take place in Q1 and Q4 during the winter and football season due to budget limitations.

Total: $5,400,000 These three day parts will be covered to reach all of our consumerâ&#x20AC;&#x2122;s interest during the winter season. Daytime frequency is increased for advertising to appear during national and college games. Saturday, November 30, 13


PRINT-MAGAZINES Women are most likely to read family, food and entertainment magazines. Magazine are usually read by women who do the shopping in the household, which is why the most advertising will be placed in womenâ&#x20AC;&#x2122;s, food, and family magazines. Men are more likely to read sports magazines such as ESPN that talk about the NFL or college games. Advantages: -Includes visuals -Able to include a lot of copy -Very target specific -Quality reproduction -Multiple readers Saturday, November 30, 13


MAGAZINES Classification Index

Saturday, November 30, 13

4C Page Rate

Frequency # of Ins

Total

US Weekly

Entertainment

125

1,977,250

$220,295

Weekly

4

$881,180

People ESPN: The Magazine

Entertainment

121

3,563,036

$170,200

Monthly

3

510,600

Family Fun

Sports Women’s

120 118

2,142,937 2,122,411

$237, 436 $197,740

Bi-Weekly 10x a year

8 3

$1,899,488 $593,220

Food Network Magazine

Women’s

113

1,597,796

$82, 500

10x a year

3

$247,500

Total:

4,131,988

Entertainment and sports magazines target the party goers that fit Tostitos’ brands image. Magazines in the beginning of year includes coverage of the NFL and award shows which will be a good opportunity for the introduction for Tostitos Cantina product extension. Source: Standard Rate and Data Service

TC

Total: $4,131,988 Family Fun target women in the households. In the summer, magazines usually cover summer activities and will be great for the reminder advertising.

The Food Network Magazine will hold advertisements to remind women about Tostitos. There are many holiday recipes in these magazines that can encourage mothers to buy Tostitos during the holidays.


OUTDOOR ADVERTISING Outdoor advertising would be used to remind consumers of Tostitos tortilla chips. Outdoor Advertising is used for consumers that are on the go and traveling during the summer. People that are on the go could be women driving to grocery stores or people traveling to a social gathering. Advantages: -Serves a high reach and frequency around the city and suburban area -Easily visible -Creative opportunities -Create brand awareness Saturday, November 30, 13


OUTDOOR ADVERTISING Since heavy users of Tostitos lives in suburban areas, we are increasing advertising suburban areas for three months. Rate Size of Showing # of Media Vendor 4 weeks/ Units Size Units monthly 30 Sheets

Lamar

Bulletins Various

12â&#x20AC;&#x2DC;x25â&#x20AC;&#x2122; Various

#50 #10

41 12

$40, 905

(times 3 months)

$142,740

(times 2 months)

Total

Coverage

$122,715

Suburban areas

$285,480

General Market: expressways and neighborhood

Total: $408,195 Saturday, November 30, 13


BUDGET RECAP Media Form

Total Cost

Television

$5,400,000

Magazines

$3,182,244

Outdoor Advertising

$265,455

Total:

$9,940,183

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FLOW CHART

For Family Fun and The Food Network, it is stated in the graph that one magazine issue is during two months.

Source: Standard Rate and Data Service

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WORK CITED MRI Plus Reports. SRDS Media Publications. Source: Homescan Product Library 2013 Mar (Spectra) "Top Tortilla Chip Brands, 2011." Market Share Reporter. Detroit: Gale, 2012. Business Insights: Global. Web. 7 May 2013. "Top Tortilla Chip Brands, 2011." Market Share Reporter. Detroit: Gale, 2012. Business Insights: Global. Web. 9 May 2013. "Top Brands of Mexican Sauces, 2012." Market Share Reporter. Ed. Robert S. Lazich. 2014 ed. Detroit: Gale, 2013. Business Insights: Global. Web. 9 May 2013.

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Tostitos Media Plan