MEDIA PLAN 2014-2015
PRODUCED BY RUBBER DUCK ADVERTISING
Rubber Duck Advertising Co. With over 9 years of combined advertising experience, Rubber Duck Advertising boasts one of the most successful and expansive portfolios in the market. Combined innovation in creativity, business and strategy have led to our continued success.
Chris Blackowiak
Maggie Hughes
Jack Harney
Table of ContentsBackground Competitor’s Advertising SWOT Analysis Target Strategy and Goals Timing and Schedule Media Implementation Results Overview Creative Brief
BACKGROUND Campbell’s Soup Co.
Cambell’s Soup Co. has a long history as a global leader in soup production and marketing. With products distributed in more than 110 countries, Campbell has more than 20 domestic and international brands with large market shares in categories such as soup and snacks. With foods ranging from cookies and crackers, to carrots and peas, Campbell’s Soup Co. is constantly looking to expand in a vast global market The Cookie Market is no new market for the Campbell’s soup company. In fact, Campbell’s has seen great success in implementing their Cookie Brand, Pepperidge Farm. Currently, Pepperidge Farm has 12 products that cover an array of many different cookie choices. Though well established in the market, Pepperidge Farm controls only 4.5% of Total Principal Shoppers of share. Penetrating the cookie market will be barred by strong competition like Nabisco, Keebler, and Little Debbie. These competitors have strong roots in the market and will be fierce competition in joining the enrobed Cookie Bar market, the market Campbell’s will attempt to penetrate with Tim Tams. Pepperidge Farm however boasts a strong brand equity, being known for their high-quality, almost “European” style cookies that sell for a premium. Being associated with this niche should allow Tim Tams to be distinguished from the competition. Tim Tam is a product acquired through Arnott’s, Australia’s number one biscuit brand and original producer of Tim Tams. Before and after the acquisition, Tim Tams had been a favorite of Aussies and created a cult following around the globe. Campbell has decided to relaunch the favorite from down under in the United States.
Source: Campbellssoupcompany.com
Competitor’s Advertising
Competitor’s Advertising
Competitor’s Advertising Nabisco (Oreo) seems to go for a milk theme. They advertise via the standpoint that people love to drink milk with oreo cookies, however, we believe we can market with this same tactic seeing as that our cookie can be used as a straw to drink milk with.
Keebler likes to go with a sentimental direction. In the screen shot of their TV spot, two girls get home from school, run to the kitchen and pull out the package of Keebler cookies. With only one cookie left, big sister decides to give it to her little sister, suddenly a new cookie appears, it was the elf. This tugs at the heart strings a bit but we don’t want to use this direction due to the mature nature of our product.
Little Debbie goes with the nostalga factor. By doing this they can draw on an older crowd without losing the younger crowd. Unfortuantely since TimTams are a new product, we wouldn’t be able to use this tactic without targeting Australian Immigrants which is not our plan.
SWOT ANALYSIS Strengths: TimTams possess a number of strengths which will allow them to be successful in the marketplace. One they are perceived as foreign and exciting. Two they are the best tasting cookie on the market. Three they have already seen great success in Australia and should be successful in the USA as well. Weaknesses: TimTams are not without weakness however, one they are a rather expensive cookie so people may be turned away. Also their foreign perception may push away customers that go for traditional all American cookies. Lastly, there are only two flavors of TimTams which may turn away some customers looking for a real thrill. Opportunities: TimTams are entering a market filled with Opportunity. Currently no cookie has filled the niche of luxury foreign cookie which could give TimTams a distinct advantage already. Also, no cookie on the market can currently be used as a straw, pushing this feature may spark enough interest within the market. Another great opportunity is simply that Americans love cookies. The USA consumes some of the highest amounts of cookies over most countries in the world. Threats: The Current cookie market is rather saturated. With the success of Keebler, Nabisco, and Little Debbie, it will be hard for TimTams to penetrate to an audience. Also as stated earlier the market for foreign cookies is fairly non-existent therefore we cold find great Success or major failure through pushing TimTams as a foreign cookie.
TARGET
Geographically Speaking, TimTam will be launched throughout the entire nation and will be available in all major U.S. metro areas. Denise Sullivan Morrison, CEO of Campbell Co. has decided to bring TimTam to the United States in hopes to increase Campbell’s overall growth. We then devised a national campaign for the launch of TimTam.
Our Target Demographic will be Women between the ages of 18 and 34. We have chosen this target due to the high index within this group of cookie buyers. These women are likely young professionals or work out of home with 1-4 children in the household. They are tech savvy and interact with brands through social media however are still highly connected to traditional advertising vehicles. By utilizing digital advertising and traditional advertising, we will be able to reach the target demographic through women’s magazines, radio, and social media sites. Some sites that may draw the most traffic include Pinterest, Facebook, and Disney Online.
Source: Nielson
STRATEGY& GOALS Goal for Tim Tams: Pepperidge Farms wants to effectively launch Tim Tams into the cookie market PF wants to increase total sales of cookies by atleast 12% over last years sales of $184.4 million. PF purchased $4 million worth of end cap displays in major stores over a six month time period. PF expects to achieve 25% unaided brand recall among the target and an increase in total cookie sales by 30% during the high consumption months. Strategy for Tim Tam launch: Following the grocery and trade marketing specialists in-stores are the number one way to reach consumers. We paired this insight with the CEO’s drive for digital and social media marketing. We also included tradtional advertising to boost reach and frequency of the campaign. 1. Digital advertising: social media/online banners 2. Traditional: radio and magazine 3. Instore Promotions: end cap displays Brand Private label Nabisco Chips Ahoy Nabisco Oreo Nabisco Double Stuff Oreo Lofthouse foods Little Debbie Pepperidge Farms Nantucket Pepperidge Farm Milano Nabisco Newtons Little Debbie Nutty Bar
Dollar Sales 644.9 316.3 301.0 153.5 134.8 111.0 95.3 92.1 86.3 76.6
Brand Development Index (BDI): 4.5 Category Development Index (CDI): 11.3
Unit Sales 280.8 116.4 101.2 50.8 38.0 70.3 32.6 32.3 27.1 47.0
Timing and Schedule Rubber Duck planned a 12-month media plan that would introduce Pepperidge Farms’ Tim Tams to the cookie market. Our plan would begin August of 2014 through July 2015. We are beginning in August because that would give us time to begin advertising before September, which is when the endcap displays begin and is one of the peak cookie sales months. We wanted to get some buzzing about our product going before the product officially launched. The Budget goes as follows: January: $500,000 February: $1,000,000 March:$100,000 April: $100,000 May: $100,000 June: $100,000 July: $100,000 August: $500,000 September: $1,000,000 October: $500,000 November: $1,000,000 December: $1,000,000
Media Budget Pepperidge Farms has budgeted $4 million dollars for endcap displays, which are the most effective form of point-of-purchase advertising. We created a strategy that compliments the endcap displays and allows for the most of the money to be used during the peak sales months of September, December and February. We wanted to give the launch enough money to effectively launch Tim Tams but keeping in mind that Pepperidge Farms had lower than expected sales last quarter. Our Plan will integrate digital and traditional vehicles like magazine and radio.
Media The focus of this campaign is to effectively penetrate the cookie market through endcap displays, radio and magazine advertising and a strong digital presence. We examined other possible advertising strategies and we found our campaign to be the most cost effective and have the highest reach and frequency.
Implementation Magazine: We would place our advertisements Highlighting the launch of Tim Tam and where they can be found. We will also include advertisements that feature recipes for Tim Tams and websites that have Online brand advocates that will pin, blog and tumble about Tim Tams. We feature a physical coupon that consumers can clip. Radio: Strategic radio buys will boost our reach and frequency. We can use these spots to highlight our presence in stores and our Online presence. We will be able to reach the target as well as possible other consumers. Digital: We will hire brand advocates to create pinterest, bloggers, and Facebook pages that will feature Tim Tam Tips, e.g. different recipes that feature Tim Tams in recipes for drinks and snacks. We will also buy banner ads and sponsorship, especially during the peak months, on targeted websites like Disney Online. According to comScore young mothers report having bought something because a brand posted a coupon or offer on social media and 44% have made a purchase because a friend liked or posted about it on social media. End-cap Displays: Pepperidge Farm already purchased six months worth of end-cap displays. So if we place the end-caps near ice cream displays we could have the stores feature sales on our products that coincide with sales of complimentary products like ice cream. We would feature an ad that had #TimTamTips and would allow consumers to download a coupon for Tim Tams.
Plan Overview The overall media budget for TimTams is $10 million dollars, $4 million in end cap displays and $6 million in national advertising. The $6 million includes radio, morning drive, daytime, evening drive and night; women’s magazines; and Internet SEO, targeted sites and sponsorships.
During the peak sales months (February, September and December) TimTam’s campaign will have 227 GRP’s, a reach of 70.4 and an average frequency of 3.2. Following our insights from the grocery analysts, we put most of our money into the target months of August through February. These target months coincide with the end cap display that Pepperidge farm already purchased.
Total GRP’s: 1,446 Total Reach: 560.3 Total Average Frequency: 12.42
Results 4/23/13
Media Flight Plan
Flowchart Student: Chris Blackowiak Professor:
Michael Wigton
Semester:
Spring 2013 Default Flowchart Title Default Flowchart SubTitle
Target Demo: All Women ages 18-34
Medium
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Net Radio-Morning Drive $(000)
26
53
12
12
12
12
12
26
53
26
53
53
GRPS: COST:
350 1249.8
Net Radio-Daytime $(000)
26
50
8
50
26
50
50
GRPS: COST:
318 970.2
Net Radio-Evening Drive $(000)
33
48
5
48
33
48
48
GRPS: COST:
316 902.8
Net Radio-Nightime $(000)
35
50
7
50
35
50
50
GRPS: COST:
340 889.4
16
16
153.7
GRPS: COST:
64 614.8
71.0
GRPS: COST:
18 425.7
71.0
GRPS: COST:
18 425.7
94.6
GRPS: COST:
22 520.3
GRPS: Cost:
1,446 5998.8
GRPS: Cost:
0 0.0
GRPS: Cost:
1,446 5998.8
92.8 79.3 94.3 91.6
Magazines-Womens $(000)
152.6
137.1 130.8
42.9 24.4 14.3 18.3
8 5 7
42.9 24.4 14.3 18.3
8 5 7
42.9 24.4 14.3 18.3
8 5 7
42.9 24.4 14.3 18.3
8 5 7
42.9 24.4 14.3 18.3
26 33 35
92.8 79.3 94.3 91.6
16 2
Internet-Trgtd Sites $(000)
2
Internet-Sponsorship $(000)
2
47.3 47.3 47.3 126 499.9 53.9 2.3
3 3 4
152.6
137.1 130.8
92.8 79.3 94.3 91.6
153.7
2
71.0
2
71.0
2
94.6 227 999.9 70.4 3.2
189.3
16
153.7
Internet-Keyword/Search $(000)
National Only Area GRPS $(000) Reach Avg. Freq.
189.3
31 99.9 23.4 1.4
31 99.9 23.4 1.4
31 99.9 23.4 1.4
31 99.9 23.4 1.4
31 99.9 23.4 1.4
47.3 47.3 47.3 126 499.9 53.9 2.3
3 3 4
71.0 71.0 94.6 227 999.9 70.4 3.2
189.3 152.6
137.1 130.8 153.7
2 2 2
47.3 47.3 47.3 126 499.9 53.9 2.3
3 3 4
71.0 71.0 94.6 227 999.9 70.4 3.2
Total Across
189.3 152.6
137.1 130.8
3 3 4
227 999.9 70.4 3.2
Spot Only Area GRPS $(000) Reach Avg. Freq.
Plan Total GRPS $(000) Reach
Avg. Freq.
126 499.9 53.9 2.3
227 999.9 70.4 3.2
31 99.9 23.4 1.4
31 99.9 23.4 1.4
31 99.9 23.4 1.4
31 99.9 23.4 1.4
Š Deer Creek Software, Provo, UT
mfpapp.mediaflightplan.com/app/launch/5u59c1jmficbafv0gpiifo9dn4/1366766634.php
31 99.9 23.4 1.4
126 499.9 53.9 2.3
227 999.9 70.4 3.2
126 499.9 53.9 2.3
227 999.9 70.4 3.2
227 999.9 70.4 3.2
Results
Creative Brief what is the business challenge? Increase cookie sales by 12%, from the previous year’s sales and increase overall cookie purchases by 30%, during the high consumption months (February, September, December) what is the communications objective? To change the perceptions of the current cookie consumer, by introducing TimTam as a high-end yet, affordable and delicious cookie. who are we talking to? (demographics, psychographics, winning mindset) We will be targeting working women, age 18-34, who have approx. 4 children in the household. These women are hardworking mothers who deal with the nittygritty of motherhood. They are consistently faced with dynamic challenges and like to be rewarded for their efforts; we call this group the deservers. The woman who wants a little bit of recognition and seeks to indulge in simple pleasures. what is the key insight that shows how we can make our brand meaningful in their life? (about our product, target, category, or culture) TimTams provide a high-quality cookie at an affordable price that will make our hardest workers feel satisfied. Our consumers deserve a little me time and with TimTams they will transport to a place of serenity and peace.
Creative Brief what do we need to say? Serenity in a cookie.
what makes this believable? TimTam is a distinct cookie with an irresistible taste, being a double cracker covered in chocolate with chocolate filling that pleases the most difficult critique.
what is the brand character? Prestigious, affluent, caring. what do we need to keep in mind? Do not relate anything to the our sister company in Australia (Arnott’s). Show the product. Have shades of purple, one specifically being a darker purple. Include Pepperidge Farm logo and the product name, TimTam.
Copy: Avoid comparing the product to any competitor! Do not emphasize any of the nutritional data. Be cautious of the words used to not offend our target market directly ex: Mom’s love it.
Results
Results Category: Cookies (Enrobed Cookie Bars) Brand: TimTams by Pepperidge Farm Goal: Increase cookie sales by 12% over previous year’s sales and increase overall cookie purchases by 30% during high consumption months (February, September, December). Strategy: Following the grocery and trade marketing specialists in-stores are the number one way to reach consumers. We paired this insight with the CEO’s drive for digital and social media marketing. We also included traditional advertising to boost reach and frequency of the campaign. Target Demo: Female young professionals, age 18-34 with approximately 4 children in the household. Timing: Year-round, with increased spending in high consumption months of February, September and December. Media: Radio, Magazines and Internet Vehicles: Network Radio (Morning Drive, Daytime, Evening Drive, Night Time) Women’s Magazines Internet Keyword/Search Internet Targeted Sites Internet Sponsorships Budget: $10,000,000 Cost by Medium: $4,000,000 for End-Cap Displays $4,012,200 for Radio Spots $614,800 for Magazines $1,371,700 for Online Total Cost: $9,998,800 Remaining Balance: $1,200 Average Reach: 70.4 Average Frequency: 3.2 Brand Development Index (BDI): 4.5 Category Development Index (CDI): 11.3