Page 1

CHOBANI

always right

PHOENIX


TABLE OF CONTENTS Research.................................................................... 4 Creative....................................................................... 12 Campaign Executions.................................... 17

In the kitchen................................................. 18

Any place, any time.................................... 25

Champions...................................................... 29

From the start................................................ 31

Media............................................................................. 42 Appendix................................................................... 52


RESEARCH


OBJECTIVES 5

1 2 3

To understand the most effective way to make men and younger consumers brand loyal to Chobani. Examine market opportunities of a new product line. Determine how to develop yogurt’s image beyond just a “healthy snack” or “healthy meal”.


WE USED 233 short Qualtrix surveys 33 Wegmans in-store interviews 20 long interviews with target consumers 5 Packaged Facts reports MRI+ Reports Simmons OneView U.S. Census Bureau Mintel 2011 Report

6


KEY FINDINGS BRAND AWARENESS BEGINS EARLY A Packaged Facts report on the consumer behavior of kids indicates that introducing certain brands to children at a young age can lead to brand loyalty for the rest of their lives. The report also explains how kids have a measurable influence on their parents’ buying decisions. MEN DEPEND ON WOMEN FOR SHOPPING A Packaged Facts report titled, “The U.S. Men’s Market” shows that men rarely shop, but when they do, they only shop where and when it is convenient for them. Research also shows that the majority of younger men who are not yet married are still living with their parents. Essentially, besides the small percentage of men living alone or with other male roommates, most males depend on a female figure, either a mother or wife, to conduct most of the primary shopping for their household. MOMS ARE ONLY THINKING OF YOGURT AS A HEALTHY SNACK OR SUBSTITUTE We conducted over 20 interviews with moms with young children. Most respondents claimed they buy yogurt for their children as a healthy snack for their kids after school or as a quick breakfast on the go. Some of the women also said they had never used yogurt as a cooking ingredient before, but would consider using it in the future. Others who said they have used yogurt as an ingredient before, only thought of using it in smoothies or as a substitute for sour cream and oil.

7


YOGURT AS AN INGREDIENT “We use yogurt instead of sour cream. It’s tart. But you get used to it.” -Julie, 42

“I have used plain Greek yogurt as a cooking ingredient. Specifically, in dips & brownies, in place of the oil.” -Trilogy, 37

“I think yogurt would take the place of sour cream for more protein and probiotics.” -Claudia, 39

BABY FOOD SELECTION “I have always chosen organic everything for Lathan when buying baby food for him.” -Penny, 30 “My number one manditory when selecting baby food is that it is organic, and has no additives.” -Mona, 41

“I always buy baby food that’s organic with little sugar.” -Meg, 42

YOGURT BRANDS FOR KIDS “For my 6-year-old, I try different organic brands each week because she likes to try new things; for the baby, I buy YoBaby by Stonyfield Farms because they come in small portions and are organic.” -Mona, 41 “I buy Chobani, they have a great children’s yogurt, but my kids eat Fage also. As long as it’s a fruit flavor they like.” -Angelisa, 41 “I buy my kids Yoplait, Gogurt, and Stonyfield box-tops for less sugar and characters they like.” -Megan, 38

MOMMY QUOTES 8


Moms consider yogurt as a cooking substitute only for ingredients such as sour cream and oil. They would consider using yogurt as a cooking ingredient more often if they knew of more recipes to use it in. Getting Americans to eat Chobani baby food as early as 6 months old can secure a lifelong brand loyalty to Chobani Greek yogurt above all other brands in the cluttered yogurt market. However, when considering the development of Chobani Greek baby food, these interviews indicate the importance of securing an “organic” label for the baby food. The yogurt market, especially for children, is quite competitive and moms seem to switch brands often. Since kids have a measurable influence on their parents’ purchasing decisions, it is essential to get the whole family buzzing about Chobani.

9

& RECURRING THEMES


a day in the life... MORNING Starting around 6 a.m. Kristin wakes up, gets washed and dressed, and starts getting Ivy ready for school. After Kristen puts together Jon’s lunch for work, she and Ivy eat a quick breakfast as she simultaneously feeds the baby his breakfast. Kristen then puts the kids in their car seats and takes Ivy to Pre-K. When she gets back home, Kristen puts James down for his morning nap while she does some cleaning around the house. After James gets up from his nap, Kristen gets him ready to go out again and they head to the grocery store around 10 a.m. She picks up all the family’s groceries for the week and heads home to put everything away.

AFTERNOON

MEET KRISTEN QUINN A 35-year-old wife to Jon Quinn and mother to 4-year-old daughter, Ivy, and an tenmonth-old baby, James. Kristen and her family are part of the socioeconomic “Level 1,” or the top 10% of the country, and reside in a suburban area outside of Los Angeles, CA. Her husband makes a comfortable living to provide an upper middle class lifestyle but they are still budget conscious.

Around 12 p.m. Kristen and James head to Ivy’s school to pick her up. Even though Kristen owns an iPod, she still prefers to listen to the radio when she is driving in the car. When she gets to Ivy’s school, Kristen socializes with the other moms and their toddlers while they wait for the kids to get out of class. Kristen returns home with the kids and puts both of them down for an afternoon nap while she checks her e-mail. While on the Internet, she also browses several websites, such as shopzilla.com and shutterfly.com, where she’s currently working on arranging some of her photos into a family scrapbook. Before signing off, Kristen checks the news on msnbc. com. After waking the kids up from their naps, Kristen puts James in his Jumper Activity Center while she and Ivy get ingredients ready to make cookies. Kristen lets Ivy eat one of their homemade cookies for an afternoon snack as she cleans up the kitchen. When everything is cleaned up, Kristen moves

James to his bouncer in the living room and turns on PBS Kids Sprout for Ivy while she colors in her coloring book. Kristen watches television with the kids as she flips through one of the magazines in her basket including Every Day with Rachael Ray, FamilyFun, Shape, Scholastic Parent & Child, Traditional Home, and Cosmopolitan. Later, Kristen and Ivy look at nickjr.com to find a “preschool craft” Ivy can work on while Kristen gets dinner ready.

EVENING Jon comes home from work and goes to the gym for a quick workout while Kristen prepares Chicken & White Bean Chili for dinner and feeds James his food. While the chili’s cooking in the Crock Pot, Kristen puts James to bed around 7 p.m. Jon returns home, kisses James goodnight and the family eats dinner together. Kristen and Jon help Ivy take her bath and read her a book before she goes to sleep. Finally, Kristen and Jon go to bed together while she works on her scrapbook and he reads the Wall Street Journal. This is a typical weekday routine for Kristen.

WEEKENDS On the weekends, Jon sometimes watches the kids while Kristen goes to antique auctions where she buys pieces to sell to local vendors. Kristen usually only gets one day of sufficient exercise a week, which she conducts at home with an exercise DVD. At night, Kristen and Jon may hire a babysitter while they go to the movies or even a comedy club.

TARGET 10


11


CREATIVE


A-HA As Phoenix began to immerse ourselves in the Chobani brand, we

contemplated the word,

good: why Chobani is good and why it means so much to the brand. We made a list of reasons

why we believed Chobani was good as well as a list of the other things in life that we thought of as good. We then surveyed dozens of people asking them what “good” meant to them as well as how they felt about yogurt and lastly, about Chobani (if they had tasted it before). When our team talked over our thoughts and responses, we found ourselves frustrated and discontent with our efforts in demystifying the word “good.” We found it to be vague, loose, and felt that it lacked power and weight. As we continued to look through our interview responses, we came across a male’s response to “Why do you always have Chobani in your fridge?” (He’s a Chobani fanatic) His response:

“I don’t know. It’s just right.

It’s filling, it’s healthy, lots of protein, convenient.”

Our team then realized that Chobani was more than “good” and even more than “nothing but good,” Chobani is always right. It is always right because it is both healthy and convenient, nutritionally better than its competitors, as well as arguably better in taste than its competitors. Chobani is always right for people of all ages on all occasions. It’s right as a snack, a meal, and demonstrated through Chobani Kitchen, right as an ingredient, no matter what the feast may be.

13


TARGET OBJECTIVE MESSAGE RATIONALE MANDATORIES

Suburban moms with young children, part of the middle to upper socioeconomic class. Increase market share to 33% and create a Chobani-oriented yogurt culture. Chobani is not just a yogurt it is a staple in the American household. By targeting moms with our widespread creative executions and media mix, we believe we can achieve the above objectives. Keep all communication with Chobani’s “Nothing but good” philosophy.

CREATIVE BRIEF 14


CAMPAIGN:

always right.


Chobani is always right no matter the demographic, or situation.

The Chobani: Always Right campaign targets Kristen’s demographic, which is most relevant to our campaign. By reaching moms, or the general primary shoppers of the household, we will in turn influence men, (sons and husbands), and young children to stay Chobani

brand loyal, thus creating a Chobani-based yogurt culture.

Our campaign is executed via

16

four campaign legs...


always right...

17

IN THE KITCHEN:

Promotes and positions Chobani as a healthy, easy-to-use and versatile ingredient.

ANY PLACE, ANY TIME:

Highlights Chobani as being both healthy and convenient.

FOR CHAMPIONS:

Promotes Chobani Champions as a great snack and food for the Chobani Champions’ demographic.

FROM THE START:

Introduces Baby-bani, the first Greek yogurt for babies, and promotes Chobani’s product as the perfect first food for babies.


THE CAMPAIGN Always Right: In the Kitchen will position Chobani as an easy-to-use, healthy and suitable ingredient that should be incorporaed into everyday meals.

STRATEGY AND INSIGHT Chobani has already done an excellent job introducing different ways to incorporate the plain Greek yogurt into meals through Chobani Kitchen. Always Right: In the Kitchen, aims to further position Chobani as an ingredient in Kristen’s mind.

IN THE KITCHEN 18


CHANGE CHOBANI’S POSITION IN THE GROCERY STORE

Right now, the larger tubs of plain Chobani are sold next to the regular cups of Chobani and simply look like larger portions. The larger tubs of Chobani will be moved so that they are sold on the same cold racks as dairy ingredients such as sour cream, cream cheese and butter. This will position Chobani as an ingredient besides just a snack or meal.

IN THE KITCHEN: EXECUTIONS 19


STORE DISPLAYS On the cold racks, where Chobani will be sold as an ingredient, small, POP (point-of-purchase) pop-out ads will be placed with images of meals that can be made with Chobani that Kristen and the rest of our target may not be familiar with such as Holy Guacamole, Chicken Tenders, or Sesame Noodles. This reinforces the idea of Chobani as an essential cooking ingredient.

IN THE KITCHEN: EXECUTIONS 20


STORE SAMPLES A promotional sampling booth will be set up by Chobani (where the larger tubs are sold as ingredients). At this booth, a promoter will be handing out samples of food made with Chobani such as Holy Guacamole and Strawberry cheesecake bars. The promoter will tell mothers like Kristen how Chobani is suitable for all meals: breakfast, lunch, dinner and dessert.

IN THE KITCHEN: EXECUTIONS 21


RECIPE CONTEST: CHOBANI KITCHEN The holidays are one of the most popular times of year for cooking family recipes in the kitchen. Starting in September 2012, anyone who “likes� the Chobani Facebook page can submit their own original recipe (with Chobani as an ingredient of course). All the recipes will be reviewed in December 2012 and a 1st place, 2nd place, and 3rd place winner will be announced. All three recipes will be featured on the Chobani Kitchen website/mobile app and will also receive a cash prize: 1st place: $500 2nd place: $300 3rd place: $200

IN THE KITCHEN: EXECUTIONS 22


CHOPPED

To help expand Chobani’s reputation as a staple cooking ingredient, the brand will partner with Food Network’s Chopped and will be featured as one of the main ingredients on an episode sometime next year.

IN THE KITCHEN: EXECUTIONS 23


SMARTPHONE APP To supplement Chobani’s featurette on Chopped, we will create two complementary mobile applications. The first, original Chobani Kitchen app can be downloaded on any smartphone and will resemble the Chobani Kitchen website with recipes, cooking tips, and more. During the episode of Chopped when Chobani will be a featured ingredient, we will partner with the mobile app Viggle so viewers can check in during the show to receive coupons and special promotions on the Chobani Kitchen app.

IN THE KITCHEN: EXECUTIONS 24


THE CAMPAIGN Always Right: Any Place, Any Time will promote Chobani as a healthy and convenient snack or meal.

STRATEGY AND INSIGHT When it comes to choosing the right food to eat, two major deciding factors are how healthy the food is and how convenient it is. People eat Chobani, and yogurt in general, because of its healthy convenience. Chobani eaters in particular, choose Chobani over other brands because of its superior taste and because they see it as healthier than the others. To increase sales, Chobani will further position itself as a healthy snack or meal on the go.

ANY PLACE, ANY TIME 25


7 ELEVEN P.O.P Convenience is a constant consideration for our target, especially the men, or sons and husbands we hope to influence through moms and wives, or our main target audience. For men, meals and snacks are often bought based on accessibility instead of taste or nutritional value. Chobani is one of the few products that is both convenient and healthy. Phoenix intends to highlight this important attribute by creating product displays in convenience stores. These displays will be stocked with a variety of Chobani as well as suggested mix-ins and foods to combine the yogurt with.

ANY PLACE, ANY TIME: EXECUTIONS 26


CHOBANI-FRIENDLY COOLER NAP SACK Many people currently eat Chobani as a snack on the go and when they do, they bring it along in a bag or backpack. A common worry people tend to express while travelling with Chobani in their bag is, “How long will my yogurt stay fresh in my bag?” With a promotional nap sack cooler that can fit two cups, Chobani will further position itself as a healthy snack on the go.

ANY PLACE, ANY TIME: EXECUTIONS 27


convient, healthy, always right.

convient, health y,

CHO

CHO

ght. always ri

always right.

VENDING MACHINES

People associate vending machines with accessibility and convenience. Most of the time, however, products in vending machines are extremely unhealthy. Chobani will develop a temperature-appropriate vending machine, which will hold a large variety of Chobani flavors. These vending machines will be set up in common commuter locations, such as highway rest stops and train stations, as well as corporate offices where people often need to venture outside during lunch time to buy food.

ANY PLACE, ANY TIME: EXECUTIONS 28


THE CAMPAIGN Always Right: Champions Chobani will partner with suburban elementary schools in spot market areas to sell Chobani Champions exclusively through these schools and host a monthly “Champions Challenge”- an academic competition among classrooms.

STRATEGY AND INSIGHT Chobani is not only considered a leading Greek yogurt brand, but the first mover in the market for Greek yogurt for kids. Although Chobani has developed tactics to reach kids in a fun way, we believe there is a need to further integrate Chobani Champions into kids’ lifestyles. Through long surveys with parents and children, we know that children are highly influenced by their school environments. Phoenix, therefore, has designed the Champions Challenge to introduce and promote Chobani Champions to kids in a school setting in a fun way. Elementary schools in the designated spot markets will be contacted by a Chobani representative and offered the chance to enter in the challenge.

CHAMPIONS 29


CHAMPIONS CHALLENGE Chobani will partner with elementary schools (ages 5-12 kids) and each month, the classroom with the highest average for quizzes/tests (can be changed depending on what the school wants) will receive a Champions yogurt social. The social will have Chobani Champions yogurts and various mix-ins, like fruit, candy, etc. The Champions yogurt will also be sold at the school cafeteria for a lower cost since the school will be purchasing in bulk.

CHAMPIONS: EXECUTIONS 30


THE CAMPAIGN Always Right: From the Start

BUSINESS STRATEGY: A NEW PRODUCT LINE Since Chobani has an entrepreneurial reputation in the yogurt industry, Phoenix suggests that the brand keeps up its enterprising momentum by expanding its product line to the baby food market. This will expand the Chobani brand into an entirely new industry and therefore, a substantial, additional stream of revenue. Chobani could claim to not only be the premiere Greek yogurt brand for children with Chobani Champions, but also the first Greek yogurt for babies.

FROM THE START 31


BABY FOOD INDUSTRY OVERVIEW

Baby food is a an untapped market,

full of potential.

KEY FINDINGS: • The US baby food market had a value of more than $1.45 million, with a revenue of about $1.5 billion. • The US baby food market’s value is expected to increase by 14.4% between now and 2015. • The top players in the industry are Nestle S.A., Hero AG and H.J. Heinz Company. • Bottled baby food (including yogurts) accounts for 62.3% of the US baby food market • Porter’s 5 Forces • Buyer Power: Moderate • Level of Rivalry: Moderately Low • Supplier Power: Moderate (Low for Chobani) • Possibility of Substitutes: Low • Barriers to New Entry: Low

FROM THE START: RESEARCH 32


COMPETITORS There are few yogurt brands as well as baby food brands in general that sell yogurt for babies. The few players out there, however, are Stonyfield (OIKOS’ umbrella brand) and Gerber. Although Yoplait has YoPlait: Baby, it is only marketed in Australia.

RECOMMENDATION AND FEASIBILITY

Stonyfield’s YoBaby yogurt line includes: YoBaby Original (organic whole milk yogurt) and YoBaby Drinkables (organic drinkable yogurt). Stonyfield also has other yogurt products (including Greek) for kids. Gerber’s yogurt blends line includes multiple flavors but is not organic. Yoplait’s Yoplait: Baby is only available in Australia but not in the U.S. market.

Currently, the baby food market is an appealing market, which Chobani should enter by creating a line of Greek yogurt for babies. Between the favorable climate of Porter’s Five Forces, the lack of Chobani’s current competitors in the baby food market and Chobani’s resources, this is a fantastic opportunity to explore. Experts say that babies can eat yogurt as young as six months and that yogurt, including Greek Yogurt, is “a great first food (Wholesome Baby Food).” Moms have already started feeding their babies Greek yogurt, although, more often than not, they feed their babies regular yogurt. Entering this market will give Chobani the opportunity to create a baby Greek yogurt craze, further promoting the Chobani yogurt-culture at large. Based off long interviews that were conducted with mothers, Chobani’s Greek yogurt for babies would be even more attractive if it were organic.

FROM THE START: RESEARCH 33


INTRODUCING

(drumrolll please)

BABY-BANI. Always Right: From the Start Right from the Start is the campaign that will launch Chobani’s new, Greek yogurt for babies into the market. Part of our target market, or mothers with babies, are hypersensitive about the health of their children (especially if it is their first child), and

STRATEGY AND INSIGHT

seek the best diets for them. With Baby-bani, mothers can pave the way

When it comes to their baby’s health, mothers rely on a small

for a healthy life for their babies right

circle of sources they can trust to get the best advice. The

from the start. The multi-faceted

campaign, therefore, will utilize high-traffic websites for baby

communications campaign will

advice, doctors, mommy bloggers, and lamaze classes as tools

position Baby-bani as the perfect

to introduce and advertise Baby ‘bani.

first food for babies based on its calcium, protein and easy digestibility.

FROM THE START 34


Baby-bani will be the first Greek yogurt for babies. The product will be smaller than Chobani Champions but similar in yogurt texture.

FROM THE START: PRODUCT DESIGN 35


DOCTORS OFFICE

Doctors who work with pregnant women as well as new mothers will be given Baby-bani informational pamphlets and coupons to mothers after consultations. The pamphlet will introduce Baby-bani with a detailed list of ingredients and a summary of why Baby-bani should be introduced into babies’ diets right from the start. The pamphlets should contain a buy-two-get-one-free coupon for the Mommy/Baby-bani package discout (p 42).

FROM THE START: EXECUTIONS 36


LAMAZE CLASSES Chobani should sponsor and host Lamaze classes in cities and neighborhoods where a large portion of our target market resides. Chobani would advertise with banners and pamphlets, and sell Baby-bani products after the lesson.

FROM THE START: EXECUTIONS 37


MOMMY BLOGGERS

Blogging is a top online activity for Kristen. Web banner ads will be positioned on popular mom blogs. Chobani should also encourage specific mommy bloggers to post about Baby-bani and their babies’ experiences eating the Greek yogurt.

FROM THE START: EXECUTIONS 38


WEB BANNER/COLUMN ADS

Besides mommy blogs, web advertisements will be placed on high traffic, trusted websites such as babycenter.com.

FROM THE START: EXECUTIONS 39


PACKAGING

During the launch of Baby-bani, (most likely in 6 months, around November 2012) Chobani should promote the product through a package promotion. Two regular sized cups of Chobani will be packaged with four Baby-bani’s at a discounted price. The discounted package promotion will create a fun snack for mommy and baby to eat together and will last through the first 6 months of Baby-bani’s introduction to the market.

FROM THE START: EXECUTIONS 40


RADIO SCRIPT Introducing Baby-Bani Production Note: Use this to identify elements, which are present throughout the commercial (e.g. All talents speak with a 50’s accent). SFX: BABY COOING AND MOZART IN BACKGROUND KRISTEN (mother’s voice): After 6 months, your baby will be ready to have his first food! But what should it be... SFX: BABY GIGGLING AND CHIME BELLS PLAYING IN UPBEAT RHYTHM IN BACKGROUND KRISTEN’S FRIEND: Baby-Bani is Chobani’s new line of Greek Yogurt for babies, the first Greek yogurt for babies. VO: Baby-bani is the perfect first food for your baby: organic, easily digestible, packed with calcium, protein and other crucial vitamins. Give your baby a healthy diet right from the start, paving the way for a healthy future. Baby-bani: buy it at your local Walmart, Wegmans, Target, Price Chopper and Topps - promotional Mommy & Baby packs available for a limited time only. SFX: BABY ATTEMPTING TO SAY “Baby-bani,” THEN GIGGLES. MOZART INSTRUMENTAL UP AND OUT.

FROM THE START: EXECUTIONS 41


MEDIA


THE MEDIA PLAN Communication Objective In a saturated yogurt market with strong competitors, Chobani needs to differentiate itself as the pioneer of a true yogurt culture. Increasing brand loyalty at a young age and expanding the idea of yogurt beyond just a healthy snack or meal alternative is necessary to make Chobani a staple in the American household. The majority of our target is familiar with the Chobani brand, but they are also well aware of many competitive brands too. This campaign needs to both secure brand loyalty from current yogurt consumers and raise awareness of the Chobani brand representing more than just a yogurt meal or snack. The heart of this image transformation truly lies within the consumer feedback and social buzz from promotional tactics such as the Chobani featurette on Food Network’s Chopped, as well as discussion about other breakthrough promotional products and displays, such as the vending machines, Chobani coolers, convenience store displays, lamaze classes, Facebook recipe contest, and mommy blogs.

43


MRI+ and Simmons research indicate that Kristen and the rest of the target audience are heavy users and observers of magazine, radio, Internet, and outdoor advertisements. We will use these venues of media to advertise and promote not just the Chobani name but all of our other promotional tactics and products. Production costs will include the Chobani vending machines, convenience store displays, doctor pamphlets, grocery store sampling, POP displays, Chobani coolers, partner promotion with Food Network’s Chopped, and all other small Chobani promotional items, such as the banners and pamphlets at lamaze classes. We will also create a Chobani Kitchen smartphone application accompanied by a partnership with Viggle so viewers can check in and engage with Chobani throughout the episode of Chopped, receiving coupons and being directed to Chobani Kitchen for recipes.

PRODUCTION 44


always right for any occassion.

butter eggs

visit chobanikitchen.com to learn exciting new ways to spice up your refrigerator’s wardrobe

chobani bread

always right

in the kitchen

MEDIA MIX: PRINT 45


MEDIA MIX: OUTDOOR 46


MEDIA MIX: DIGITAL 47


Since our main goal is to create a Chobani-based yogurt culture, our media plan encompasses a national campaign. However, certain media strategies, such as radio ads would be best suited for smaller spot markets. We chose 17 cities from Simmons’ data for marketing regions with high index numbers for our target audience, according to Nielsen. These include: Seattle, WA Portland, OR San Francisco, CA Los Angeles, CA San Diego, CA Phoenix, AZ Denver, CO Austin, TX Dallas, TX Chicago, IL Miami, FL Richmond, VA Philadelphia, PA New York, NY Albany, NY St. Louis, MO Salt Lake City, UT

We will focus smaller promotional efforts such as the lamaze class sponsorships, Chobani vending machines in commuter areas, grocery store sampling, and Baby-bani doctors office pamphlets in these spot market cities and surrounding suburban areas. All Chobani radio ads will also be broadcast through these specific spot markets.

GEOGRAPHY 48


The Chobani “Always Right” campaign has many legs that will gain strength throughout June 2012 - May 2013. We want to ease into the campaign starting in June with a heavy focus on print and a fairly heavy focus on digital. MRI+ and Simmons data confirm that members of our target audience are heavy users of print magazines, especially in the summer months when women are interested in hot new fashions as well as the best ways to stay healthy and fit during prime time sunbathing and swimsuit-wearing. In September, we’ll begin to cut back a little on women’s magazines and spend more on general interest magazines, such as FamilyFun and Scholastic Parent & Child, as kids start going back to school. We’ll also cut back on targeted Internet banner ads as sponsorship ads will increase on the Food Network website. Our spot radio ads will begin in October, about a month before the Bani-baby product line’s introduction. Radio ads will become even heavier in November and continue through December and January to keep the Baby-bani promotion going strong. Around February, radio will begin to cut back while Internet sponsorship ads grow stronger as the airing of the Chobani Chopped episode approaches. Sponsorship ads will start to dwindle in April as the Baby-bani promotion becomes more well-known and the Chobani Chopped episode will be over. Finally, in May the radio ads will no longer air since the mommy/Baby-bani package deal will be over.

SEASONALITY 49


Total Budget

$25,000,000.00 $21,225,000.00 $3,525,000.00 $250,000.00

Media Outlets:

Magazines – Women’s Magazines – General Interest Internet – Targeted Internet – Sponsorship Radio - Morning Drive Radio - Daytime Outdoor Media Contingency

$

Media (84.9%) Production (14.1%) General Contingency (1%)

Production Costs:

Food Network Chopped Mobile Application

Viggle Partnership Building Chobani App

Point-of-purchase pop-out ads Grocery Store Promotions Recipe Contest Baby-bani Pamphlets/Banners Champions Challenge Convenience Store Displays Vending Machines Chobani Cooler

50

$21,225,000.00 $1,653,900.00 $2,343,700.00 $4,600,000.00 $2,920,000.00 $759,400.00 $782,000.00 $8,127,200 $38,800

$3,525,000.00 $3,000,000.00 $20,000.00 $15,000.00 $5,000.00

$25,500.00 $2,500.00 $1,000.00 $8,500.00 $7,000.00 $35,500.00 $250,000.00 $175,000.00

BUDGET


2012-2013 SCHEDULE 51


APPENDIX


MEDIA SELECTIONS: FEMALE PRINCIPAL SHOPPERS 35 - 44 53


54


1.

What is your age?

2.

Have you tried Greek yogurt before?

3.

If yes, what brands of Greek yogurt have you tried?

4.

What did you like / dislike about these brands?

5.

How often do you buy yogurt for you / your family?

6.

Do you have any children?

7.

If yes, what are their age(s)?

8.

Do you buy yogurt for your children? Why or why not?

9.

What brands of yogurt do you buy for your children? Any particular reasons why you choose

10.

these brands?

11.

Do you currently feed your children baby food or have you previously fed them baby food?

12.

What are the most important things you look for when selecting baby food for your children?

13.

What would you think about a Greek yogurt baby food?

14.

Have you ever considered using plain Greek yogurt as a cooking ingredient? Why or why not?

INTERVIEW QUESTIONS 55


PACKAGED FACTS REPORT: THE U.S. KIDS MARKET 56


PACKAGED FACTS REPORT: THE U.S. MENS MARKET 57


Phoenix Advertising 212 Euclid Ave., Syracuse, NY Managing Director: Michael Smith phoenixsyracuse@gmail.com (201) 725-0624


THANK YOU FOR YOUR TIME. we look forward to working with you!

Chobani Pitch Book  

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