Tim Tam Media Plan

TIM TAM MEDIA PLAN 2013-2014 Michael Distante, Alyssa Lagimoniere, Manuela Pelaez, Arturo RodrĂ­guez, Nicole Waites

ADPR3120 Dr. Elaine Lin Spring 2013

Table of Contents Executive Summary……………………………………………………………………………...1 Situation Analysis……………………………………………………………………………..…3 Market Description……….…………………………………………………………………….…3 Industry Sales……..…………………………………………………………………………….…3 Product Description……………………………………………………………………………….5 Tim Tam Sales.……………………………………………………………………………...….…5 Pricing.………………………………………………………………………………………….…5 Product Positioning.…………………………………………………………………………….…6 Target Audience ……………………………………………………………………………….….6 Category Competitors .……………………………………………………………………….…...7 SOV/Competitive Expenditure…………………………………...………………………….…..11 Media Mix…………………………………………………………………………………….….13 Seasonality……………………………………………………………………………………….14 Purchase Patterns……………………………………………………………………………...…14 Geography………………………………………………………………………………………..15 Promotions……………………………………………………………………………………….15 Budget……………………………………………………………………………………………16 Advertising Season ...……………………………………………………………………………16 SWOT……………………………………………………………………………………………16 Objectives……………………………………………………………………………………….18 Marketing Objectives……………………………………………………………………………18 Advertising Objectives………………………….……………………………………………….19 Media Objectives……………………………….………………………………………………..20 Creative Brief…………………………………………………………………………………….22 Strategy……………………………………………………………………………………...…..23 Television...………………………………………………………………………………………23 Radio...……………………………………………………………………………………...……24 Magazine...………………………………………………………………………………….……25 Internet...…………………………………………………………………………………………26 Non-Traditional...………………………………………………………………………………...28 End Caps…………………………………………………………………………………………30 Evaluation…...…………………………………………………………………………………..32 References……………………………………………………………………………………….36

Executive Summary A popular cookie in the country of Australia, Tim Tams have stolen the hearts of Australians since their launch through Arnott’s company in 1964. The Tim Tam cookie is unique in its nature as it is commonly referred to as a chocolate biscuit. Two layers of chocolate malted biscuit, filled with a light chocolate cream, are coated in a thin layer of textured chocolate to make for the perfect balance of crunchy texture and sweet chocolate. With over 8 flavors, Arnott’s has continued to grow as a powerhouse in the Australian cookie market. With such great success abroad, the Arnott’s sister company Pepperidge Farm brought “Australia’s Favorite Cookie” to the United States in the November 2008 for a limited time promotion in conjunction with Target superstores. When Pepperidge Farm announced in 2009 that Tim Tams would be made available in the U.S. each year for a short amount of time, the company needed to spread the word to its market. To this day, Tim Tams are not a cookie that is widely recognized in the United States market. Our job is to create a media plan that will increase awareness of the famous Australian cookie brand here in the United States in hopes of achieving a 25% increase in unaided brand recall among those ages 25-34 by March of 2014. With a plan that runs from July 1, 2013 to March 31, 2014, Tim Tam will surely launch itself as an indulgent cookie for the whole family to enjoy.

By focusing on a plan that creates high frequency throughout various platforms of media we hope to help launch the Tim Tam brand in the United States. We plan to use both cable and network TV in primarily prime time and late night dayparts due to the fact that our target audience has a higher tendency of television usage around this time of day. We also plan on targeting parents through parental-related magazines as well as women through several ads in women’s magazines. Through targeted magazine buys, we will be able to utilize copy and

imagery in order to gain maximum exposure. By incorporating supplemental daytime and evening drive radio spots, Tim Tam will achieve the high frequency necessary for newer brands.

Because our market of 25-34 year olds are incorporated into the workforce these radio spots would likely hit them on their work break or on their drive home, providing a recency effect and driving them to buy Tim Tams at the grocery store on their way home after work.

In terms of less traditional media, we plan on utilizing the great potency of internet in order to build brand awareness through keyword buys on popular search engines. The use of keywords will allow Tim Tam to stay relevant throughout the duration of the campaign, making certain that the tech-savvy target market is reached where they are most apt to search for information: the internet. In conjunction with keyword search, we plan to introduce several promotions through social media such as Facebook and Twitter in order to remain relevant to our target audience of young adults. These young adults are very much in search of ways to participate with brands and connect with products on a social level, therefore Tim Tams have a great opportunity to reach out to its market in a sincere and believable way.

Using MRI, Simmons, and other data, we are confident that our media plan will accomplish the goals we set forth for Tim Tams and reach the target audience appropriately.

Through a plan that is heavily focused on high levels of frequency in order to build the brand in the United States, Tim Tams will be able to transform from Australia’s favorite snack cookie into a common, American household brand name overtime. Through multiple touch points with the young adult audience, our plan should assist in increasing sales by 25% within the 2013-2014 fiscal year. Once consumers try a Tim Tam, they will understand the claims of uniqueness made by the brand and fall in love with this cookie that is unlike much else on U.S. shelves today.

Market Description Tim Tams are currently in the snack foods industry, specifically the cookie market. Tim Tams are an unknown brand to many Americans, though Tim Tam is the number one favorite cookie in Australia where the brand originated. Pepperidge Farm brought the beloved, Australian Tim Tam brand to the United States in the fall of 2008. The sandwich cookie is only in stores from October to March due to a higher demand around the holidays and when grade school is in session.

Industry Sales In 2011, the cookie industry had $4,162,459,000 of total category sales with the top three brands being Private Label, Chips Ahoy, and Oreo. In 2010, Pepperidge Farm itself spent $2,322,300 into magazines and US-INT display for “various cookies” category, which inevitably includes the Tim Tam brand, and in 2011 spent its total of $3,443,300 in magazine advertisement. As the national economy started to improve in 2011, some consumers returned to name brands such as Pepperidge Farm and Nabisco versus buying store brands or off-name labels. In the graphs on the next page, labeled “Graph A” and “Graph B,” one can clearly see the retail sales of cookies as well as top manufacturers, respectively.

Graph A

Graph B

Product Description Located in Australia, Arnott’s Biscuit Holding produces the Tim Tam cookie, a chocolate covered biscuit cookie that has been received with high praise in its original Australian market.

Two malt biscuits with a thin layer of chocolate icing are covered in chocolate to make the popular Australian favorite. Ian Norris, who was the director of food technology at Arnott's at the time, created the Tim Tam after a trip to Britain where he encountered a similar cookie and decided he could one-up the British Penguin biscuit. First on shelves in 1964, Arnott’s Tim Tam has been a great success ever since. Pepperidge Farm introduced “Australia’s Favorite Cookie” to the United States in November of 2008 as a brief promotional item, but in late 2009 announced that Tim Tams would be available in the future at the same time every year (OctoberMarch). Tim Tams are stocked on shelves at Target stores nationwide as well as some World Market stores.

Tim Tam Sales The Tim Tam brand is a new brand and therefore there is limited, if not any, data on the past sales of the brand. However, Pepperidge Farm anticipates 12% increase in sales, expecting the Tim Tam to bring in $18,000,000 of the 12% increase.

Pricing Consumers do not look to spend a lot of money on cookies and due to the many options presented to them, they are able to compare prices instantaneously while shopping. Tim Tams can be found at Target and World Market and are generally priced around $4.50. One major competitor, Oreo has a similar price around $5 a package, but also has a great amount of brand loyalty that contributes to a purchaser’s buying decision.

Product Positioning The Tim Tam brand banks on the fact that this cookie provides the consumer with a new, Australian experience and a unique taste. Like most new brands in a market, the primary goal of the Tim Tam division of Pepperidge Farm is to create awareness of and build the Tim Tam brand in the United States.

Target Audience Our target audience is adults ages 25-34, especially those with one or more children. These adults are generally married, middle-class and mostly affluent professionals, with a mostly conservative life that is centered in a suburban area. They are involved in many activities and hobbies, as are their children. Pepperidge Farm’s many brands target audience usually consist of mainly adults ages 35+. However, for the “Tim Tam� brand the target audience is lower because Tim Tam should market their cookie as a delectable chocolate treat for the whole family to enjoy. The presence of children in said family helps to influence purchase behavior within the household and drives parents to purchase chocolate snack cookies for their pantry. In addition, the Tim Tam cookie offers several of the same appeals that many of its closest competitors promise who are also marketing to this young-adult age group.

The families that buy Tim Tams come from a variety of demographics, personalities, and value beliefs. The mother is usually the family member who goes to the grocery store and does the shopping. According the MRI data, the average median household income of people who purchase Pepperidge Farm products is $66,484. While MRI data concluded that ages 18-24 were had a high affinity to purchase with an index score of 157, the target we chose had also had a high index score at 128. The reason we decided to go with the demographic of 25-34, is that

these people are more likely to fall under the average median household income than the 18-24 group would. Ages 25-34 also had a higher index score when purchasing from the Pepperidge Farm in general. Pepperidge Farm, being a well-known reliable brand, also helps aid in convincing mothers to purchase Tim Tams for themselves and for their children. Ultimately married parents are the ultimate target audience for Tim Tam brand. These younger parents are attempting to spoil their kids/spend time with their family in a traditional “family� setting, while also being able to indulge their own cravings with the Pepperidge Farm brand. Because this familiar brand is American-made and has a branding that fits well with parent’s lifestyle as well.

Psychographic Profile: My name is Christy and I am 33 years old. I have been married for 9 years and have 2 wonderful children, Alex and Sam. They are everything to me. Sometimes I find it so hard to balance having a full time job and picking up the kids from soccer practice, but I always manage.

I also always manage to sneak shopping into my schedule when I am headed home from work.

When shopping at the grocery store, my kids always get what they want and I love seeing their smiling faces enjoying when I buy special treats for them such as sweets. You know, they are only going to be kids once!

Competition Nabisco Oreo One of the most recognizable cookie brands in the market today is the Oreo cookie. The Oreo brand is a product of Mendelez International Inc., formerly known as Kraft Foods Inc. In 2011, Kraft Foods ranked as the #1 supplier of cookies at $1,503,288,000 in sales, nearly double that of the next leading supplier. In particular, the Oreo brand was the 3rd top cookie brand in

2011 falling only behind Private Label brands and Chips Ahoy (AIB International). Oreo is marketed as a fun, kid-friendly treat for a target audience that is generally children, but the nostalgia for family leisure time instilled in most Americans allows the brand to grow up alongside a child. In both 2010 and 2011, the media that Oreo spent the most money on were magazines; in 2011, magazines accounted for 32% of the total advertising budget. In both years, Oreo had a substantial brand budget over $20,000,000. Through interactive social media promotions, colorful magazine ads target towards kids, and directed TV spots by means of cable and SLN TV, Oreo has been able to capture a large portion of the target market that Pepperidge Farm’s Tim Tam cookie should actively seek. Oreo is a major player in the cookie industry with much brand loyalty from its consumers; it serves as an easily recognizable, beloved cookie brand in direct competition with the Tim Tam brand.

Keebler Fudge Shoppe Fudge stripe cookies are distributed by Keebler and are found in many stores around the United States including: Walmart, Target, Kroger, Publix, Walgreens, etc. Keebler Company is actually the largest cookie and cracker manufacturer in the United States. The brand is known for the Keebler elves, which are easily recognizable in packaging and advertisings. It is important to note that fudge stripe cookies are part of the “fudge shoppe” line of cookies that Keebler makes.

According to the Kantar competitive data, Keebler’s total media spending in “various cookies” in 2010 was $7,845,600 and then in 2011 it was $9,067,800. In both years the majority of the money was spent on cable TV, and network TV came in second place. The biggest trend for Keebler Company is that the majority of media spending goes to television. Another big trend is that in general, Keebler spends the most money from July-October. The target market for fudge stripe cookies is kids from elementary school age to then end of middle school. The Keebler

elves in all the packaging and commercials are extremely kid-friendly and make the brand extremely recognizable. It is also important to consider the parents as a very strong target market because they are the ones that buy the cookies for their kids. After looking at Keebler’s media spending, it is clear that fudge stripe cookies are a big national brand which aligns with the fact that the company spends most of their money on television.

Mars M&M Cookies

MARS is a major competitor in the cookie industry, particularly its famous Twix candy bar which can be seen by consumers as a valid substitute for Tim Tam. As such, looking into MARS’ expenditures in different media is vital in securing a place in consumers’ minds for Tim Tam at the top of their list of enrobed cookie bars. However, the Kantar brief shows MARS spending surprisingly little in advertisements for its candy bars in 2010. Between their M&M cookie brands and their various other types of cookies, they have spent a mere $19,900 on Business-to-Business marketing and $2,100 in Newspaper advertisements. Kantar displays no other media categories for these two areas, begging the questions of why MARS spends so little on advertising, and why some people recall TV commercials for MARS which clearly do not show up on the Kantar report (it is possible that MARS does not classify Twix brand or other candy bars as “enrobed cookie bars”). Assuming Kantar is correct and the company devoted such miniscule sums into advertising, Pepperidge Farm can be assured it has no competition from them within the same advertising media. However, Business-to-Business and Newspaper both remained untapped resources for Pepperidge Farm which can surely be utilized, considering the target audience (older, upper-middle class parents and grandparents) who tend to read the newspaper, and retailers from whom they would like to see end cap displays.

Mendelez Chips Ahoy Chips Ahoy chocolate chip cookies may not the most similar product to Tim Tam cookies as far as flavor, but this brand is one of the bigger competitors to the Tim Tam brand. This is because Chips Ahoy cookies and Tim Tam's share a similar insight and target market. They are both aimed at kids and their parents and they both want to provide a fun, delicious snack.

Recently, Chips Ahoy even changed their eight-year "Cookie Guys" campaign to a campaign focused on the joy that kids feel when their parents but them Chips Ahoy (Wong). As far as advertising spending goes, Chips Ahoy is one of the bigger spenders in the cookie business. In 2010, they spent $8,434,900 with about 70% in network, SLN, and cable television. In 2011, they spent significantly less with $3,695,100 with 94% in network and cable television. Also, the months of most spending of the product seems to counter the seasonality of Tim Tam's which is an advantage. Tim Tam's are a winter product and we see that Chips Ahoy spends more ad money in the summer months.

Share of Voice Analysis and Competitive Expenditure Because Tim Tam is not yet widely available in the United States and there has been little to no advertising for the product, we used MRI data from Pepperidge Farms “Various Cookies” category in order to look at how much they spend on the brands less popular than Milano or Captiva. We chose to use the “Various Cookies” category of the MRI data as opposed to “Milano” because the Milano cookie is one of Pepperidge Farm’s best sellers and is at a completely different market stage in its maturity. Using this date would skew results and we feels as though “Various Cookies” represents an area of Pepperidge Farm that needs to be built and fostered, therefore we will use this for the Tim Tam media plan. This number is compared to brands that are seen as serious competitors to Tim Tam when a potential buyer is standing at a shelf full of cookies and is faced with alternative choices such as Nabisco Oreo, Keebler Fudge Shoppe, Mendelez Chips Ahoy, and Mars’ M&M cookies.

Share Of Voice - Total Advertising (Dollars in $000) in 2010 $7,845.6, 19%

$2,322.3, 6% $19.90 , 0%

$8,434.90, 20%

Pepperidge Farm - Various Cookies Fudgeshoppe: Cookies

$22,611.90 , 55%

M&Ms: Cookie Oreo: Cookies

Chip's Ahoy: Cookies

Pepperidge farm’s total advertising spending for “Various Cookies” is a small portion of the entire market, representing only about 6% of all advertising sales among this group of top cookie competitors. Oreo dominates in terms of market spending and is followed, though not closely, by Chips Ahoy. This obviously significant difference in market spending presents a problem for Tim Tam as the brand tries to differentiate itself with a smaller budget.

It is obvious that Pepperidge Farm is not a major player or dominant force in most media in the U.S. They do, however, have a strong presence in the magazine medium at 22.4% share of voice versus their competitors. As you can see in the graph entitled “Category Expenditure,” Pepperidge Farm has a very low advertising expenditure compared to its major competitors. Because of their smaller budget for less popular brands like Tim Tam, the company is hindering its overall performance in the cookie market towards young adults ages 25-34.

Media Mix Analysis This media mix looks at Pepperidge Farm’s “Various Cookies” category, which ignores the bigger brands like Milano. This choice was made considering Milano’s stage in its product life cycle. As a mature brand where sales have plateaued, its media mix will consist of different messages in different media than a newly-launched brand like Tim Tam needs, so we chose to compare the mix of other, lesser-known cookies. The huge majority of Pepperidge Farm’s advertising money in 2010 for Various

Pepperidge Farm: Various Cookies Media Mix 2010

Cookies was spent in magazines, with only a small percentage bought on the internet. Of course, the goal for Tim Tam is to make it much more successful than these brands so there is a very great opportunity for the company to expand its horizons and introduce Tim Tam advertising to new markets like TV, radio, or even non-traditional forms of media such as social media.

Magazines US Int-Display

Seasonality Tim Tams are generally more highly consumed around Christmas. They are a specialty for the holidays and packaged as a gift making them visually cater towards these events. The highest consumption months are December (Christmas) and February (Valentine’s Day) and September (back to school).

Purchase Patterns People are most likely to purchase Tim Tams when they are on their routine, weekly shopping trip to the grocery store. The target market for Tim Tams is of the ages 25-34; this group of adults is significantly impacted to purchase certain brands by their children at an average index for 123. This shows that the purchase of Tim Tams is more an impulse buy than one that takes heavy consideration, as is the case with most cookie brands. An average consumer frequents the cookie aisle 1-3 times a week as statement by Mintel group data.

Geography During the months of October-March Tim Tams are made available to the U.S. population to correspond with the holiday season. The brand is only sold at Target and some World Market stores nationally. The Tim Tam brand, while limited in store distribution, is advertising on a national level and will use a national campaign.

Promotions Tim Tam Slam The Tim Tam Slam is the challenge of drinking a hot beverage through the Tim Tam cookie by creating a straw-like cookie by biting the ends of the Tim Tam. This has become a popular challenge for Tim Tam lovers everywhere; the Slam provides word-of-mouth advertising and a plethora of social media related posts via Facebook and especially YouTube. This challenge creates a tone of light-heartedness and fun associated with the Tim Tam brand and raises awareness of the brand itself.

Budget The total budget for the Tim Tam campaign is $20,000,000. We set $3,000,000 aside for national contingency and $4,000,000 has been set aside specifically for in-store end caps.

Therefore $13,000,000 remains for our pulsing advertising schedule across various platforms of media.

Advertising Season Our campaign would run for a 9 months, from July 1, 2013 through March 21, 2014. We would utilize a pulsing schedule during these nine months, with a heavy emphasis placed on months that lead-in to sales. These months are August, November, and January. For the other months, we still plan to achieve high frequency and reach, but plan to do so in lesser amounts and with a smaller allocation of funds.

SWOT Analysis Strengths 

Part of a recognizable brand (Pepperidge Farm), who already successful in the cookie market



It is a chocolate cookie, which can appeal to many different target markets

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“Australia’s favorite cookie” has an exotic appeal

Weaknesses 

Limited availability- only found at a limited number of Target stores and some international food stores



Seasonality- only available October to March



Popular in Australia, but not yet in the United States

Opportunities 

American tourists can create a buzz for the cookies when returning from Australia



Can appeal to customers who enjoy buying foreign brands



If Tim Tams can tap into more markets, the brand can become more recognized in the United States

Threats 

Not a recognized brand in the United States



Difficult to differentiate among the large cookie market



Extremely high level of competition

Marketing Objectives To help launch brand within fiscal 2013-2014 Pepperidge Farm recently gained the rights to the Tim Tam brand from Arnott’s, which is a Pepperidge Farm sister company. Tim Tam cookies are a favorite Australian cookie that have had plenty success and are now being brought to the United States in hopes of continuing that success here. The goal is to create the right media plan in order for this brand to be launched efficiently and successfully.

To increase total Pepperidge Farm cookie sales by 25% percent during the highest consumption months: September, December and February among 25-34 year olds within fiscal 2013-2014 The primary target audience of Tim Tam brand is 25-34 year olds, mainly focusing on parents with young children that are interested in providing delicious snacks for their family and themselves. Considering the fact that they are buying for multiple target segments, the marketing strategies will focus on providing them with various reasons to select this cookie for their families. Our heavy-ups during lead-in months will aid in these sales during high consumption months and continue to reinforce the Tim Tam brand in the hearts and minds of our young adult target market.

To increase total sales by at least 12% over last year’s combined Pepperidge Farm Cookie sales of $187.4 million, with $18 million being in Tim Tam Not only do we want to increase sales in the highest consumption months, but we also want to increase sales overall. This includes the Tim Tam brand and with the new product launch, awareness will be raised for all of Pepperidge Farms and as a result, increase sales. The end-caps will also assist in a sales increase. Considering the entire cookie category is not expected to grow more than 3% next year, at least 9% of Pepperidge Farms’ growth must come out of the failure of competitors and private house brands, but we are confident that this plan will assist in gaining the necessary sales needs from the newly launched Tim Tam cookie.

Advertising Objectives To create brand loyalty The goal is to build a loyal fan base for the Tim Tam brand consisting of both parents and their kids. It is important to create an image that projects Tim Tam in a positive light and to amass a large audience in order to gain influential word-of-mouth advertising. The hope is to have families incorporate Tim Tam into their everyday lives and to build preference for Tim Tam. To achieve 25% unaided brand recall for Tim Tam among 25-34 year olds by March 2014 Tim Tams are a new brand with very little awareness and recognition. The goal is to launch this brand and get its name out there in order to market to 25-34 year olds interested in purchasing delicious snacks for their children but that will also satisfy the whole family. With the right marketing strategies, this unique snack has the potential to become a household name To persuade consumers to try the product Tim Tam hopes to encourage consumers to try their cookie by portraying the sweet treat in a way that makes it irresistible to both parents and their young kids. Chocolate appeals to all age groups, but the brand is generally aimed at the group that is buying for two demographics, themselves and their children. It would help to provide incentives to the target in order to relate the brand to their lives.

To emphasize the uniqueness of the Tim Tam cookie The brand should create a niche for itself within the cookie industry by emphasizing its unique ingridents and foreign status. By doing so, Tim Tam positions itself as a unique entity and separates itself from the competitors like Oreo, Chips Ahoy, and Fudge Shoppe. This will make consumers more likely to try the “Austrailan� cookie and to discover the difference for themselves.

Media Objectives

Our media objectives are heavily based on a national campaign that allows the Tim Tam brand to convey a standard message throughout all U.S. markets. We hope to empshazie the uniqueness of the brand and persuade consumers to purchase the cookie for trial by relying on primarily visual mediums to convey our message. Our solely national campaign uses the remaining $13,000,000 of the budget and funnels it into cable telvision, internet keyword search, and general interest magazines.

The primary selling months for Tim Tams are September, December, and February. We intend to create a high amounts of reach and frequency during those three key months, however we plan to generate most of our awareness through high levels of reach and frequency during

those months that lead into sales. Therefore in August, November, and January, we intend to increase advertising in order to gain maximum reach/frequency for our budget. During months in which there is little propensity to consume Tim Tam cookies, we decrease our numbers greatly in order to make the most of our budget.

Most of our supplemental reach and especially frequency is going to come from earned media like Facebook promotions, Twitter promotions, and YouTube contests. All of this would be free, but is also difficult to measure. Many adults ages 25-34 are plugged into social media and this would allow us to gain additional frequency to increase our overall average frequency in order to reach our goals set for each month. We are confident that with nearly 90% of online users use Facebook and Twitter is a growing market already reaching 15% of adults, both frequency and reach of our advertising message would increase additionally each month.

Creative Brief Client: Tim Tam (Pepperidge Farm) Key Fact: Tim Tam is a unique chocolate covered biscuit cookie commonly praised as “Australia’s favorite cookie,” however because of their limited recognition in the U.S., Pepperidge Farm is hard-pressed to sway Americans to try this brand.

Problem: Parents are unaware that the Tim Tam cookie exists in the market today and is a worthy alternative to the Oreo or Chips Ahoy cookie.

Objective: To create preference by increasing awareness for the Tim Tam brand by 50% among young, middle-class parents in the United States by July 2014.

Target: Young, middle-class parents, ages ranging from approximately 25-34. These individuals both hold jobs which are typically white-collar in nature and hold college degrees. The young couple is relatively new to parenting, with young children at home who frequently demand sweet treats and snacks. Because the children are younger, the parents are their dependents and are the ones who shop for the groceries for the household.

Insight: Parents enjoy chocolate cookies as much as their kids; kids don’t generally have a strong brand loyalty, they just like chocolate sweets Promise: Tim Tam is a chocolate cookie that will satisfy your child’s sweet tooth, but will also provide the unique taste of Australia’s favorite sweet snack for your whole family to enjoy.

Support: Australia’s favorite cookie; Tim Tam slam; “Layers of crisp cookie and delectable crème are covered in rich, chocolatey fudge”; classic dark chocolate flavor available; Mandatories: Brand name, logo, packaging

Media Strategy Television Using television buys, we hope to connect with our target audience and increase awareness through high reach and frequency. MRI+ data suggests that the 25-34 age group watches a sizeable amount of TV and we feel this would be an effective way to communicate the message. With Simmons data, we found that the 25-29 demographic is most likely to watch the Late Fringe (with an Index of 114) and Primetime during both weekdays and weekends (with indexes of 93 and 92, respectively). These TV spots make for valuable buys during the lead-in months, where we can put ads across a variety of channels and make for a higher reach. By focusing most on Network Late Night and Cable Fringe buys during the lead in months, we expect our target audience to notice and recognize the Tim Tam brand and experience ads multiple times per week, considering the amount of TV they watch. During high sales months, we move away from Network Late Night and into Network Primetime spots to better impact young parents as they get home from work and turn on the TV to relax or watch the news. This plan is effective because it allows us to reach the target audience and potentially even their children while saving the budget. It also can create a better reach because many people who consistently watch Late Night TV won’t be watching during Primetime, and by switching between a Late Night schedule and Primetime schedule for lead-in and large sales months, we can create a flighting plan among those whose TV habits do not overlap.

Radio Radio is a huge part of our campaign simply because it will provide a significant reach and frequency which is necessary for a new brand. It is also listened to in the car where a large majority of parents listen to the radio with their children, who have the power to influence their buys. We have allocated a total of $1,044,700 to our network radio buys for the Tim Tam campaign. We suggest buying spots in daytime radio as well as evening drive radio to maximize frequency and hit the consumers at the right times, such as when they are driving to the grocery store or picking up their kids from school. We are not putting any money into afternoon drive radio simply because it is less cost-efficient and because there is no reason to target people on their drive home from work when at least one parent is at-home with their kids during that time anyway. Also, according to Simmons data, the two day parts we have chosen have indexes of 113 for daytime and 137 for evening drive, which is ideal and will provide a great amount exposure to our ad from our target audience. We think it would be best to advertise on public radio stations that reach all areas and are specifically targeted at young adults. This could include top 40 stations, news and various other large music stations. Therefore, we will have a mix of advertising in AM and FM radio but it will exist mostly in FM. For daytime radio, we suggest that it is only bought in the months of August, September, November, December, January, February and March, which are our lead-in months and months with highest sales. A total of $327,000 will be spent during these months and we determined a goal of 20 GRPs per month. As for evening drive radio, we will be buying in all of the nine months of the campaign spending a total of $717,700 with on overall goal of 270 GRPs for the year. We will keep the radio buys continuous with our pulsing plan so that we are buying more radio in the lead-in months: August, November and January; a little less in the months prior:

July, October and March and the least radio will be bought during the high sales months of September, December and February. The reason we are buying less in those months is because there will also be daytime radio being bought in those months. Our reasoning behind this is the idea of recency where we could achieve high frequency and reach people throughout the day as opposed to just one part of the day. Therefore, people will hear this message repeatedly and be more prone to buy it especially if they are hearing it in the car ride over to the grocery store.

With much of our target audience at ages 25-34 and working daily jobs where driving to these jobs in necessary, we feel it is best to utilize radio to add additional GRPs to our plan and to increase frequency of our message to our target audience. An added bonus of choosing the time slots that we have is suggested is the idea that these target individuals would likely be driving home and passing the grocery store. The recency of our message, as they make their trip to the store to purchase any last-minute ideas necessary for family dinner, will encourage the purchase of Tim Tams, especially in conjunction with the end-cap displays.

Magazine Pepperidge Farm has a very strong presence in the magazine medium throughout most of their campaigns. Looking specifically at our Tim Tam national campaign, we decided to continue this trend by spending a total of $4,767,500 in general interest and women’s magazines.

Although we are spending the most money on television, magazines represent our second highest area of expenditure and will play a vital role in the campaign. Since Tim Tams are an unknown brand in the United States, magazines are a great medium to help create awareness of the new brand. Magazines will give us the opportunity to communicate lot information about Tim Tams in a creative way, something that other mediums may not necessarily be able to achieve. Since

the highest selling months for Tim Tams are September, December, and February we decided to do full-page color ads on these months and the months prior to this. The combination of creative visuals with information about the brand will play a key role in making Tim Tams a more recognizable brand in the United States.

Since the target market is adults 25-34, it is also important to consider what types of magazines would best reach this target. $3,061,800 of the budget are dedicated to general interest magazines. According to data from Simmons, popular magazines for our target audience include Parents, American Baby, Parenting, Fit Pregnancy and Disney Family Fun. Our target market includes young couples with one or more kids so it makes sense that these types of magazines have a high readership. These parenting and family-oriented magazines are perfect to introduce the brand in a way that attracts these young parents to buy Tim Tams to make their children happy. Another important aspect to consider is that mothers typically do the grocery shopping for their families. We dedicated $1,705,700 to Women’s magazines in hopes to appeal to these women since ultimately, they have the final purchasing power. After looking at data from Simmons, we saw that for women 25-34, magazines like Cosmopolitan, US Weekly, and People are the most popular.

Internet Our target market has grown up along with the Internet. The Internet has changed the way consumers interact with one another and the way consumers now shop. This has prompted many companies and brands to create a larger presence online and find different ways to appeal to their target audiences. We decided that having a consistent presence of keyword search during heavy months and a little less during the lighter months would be the perfect mix to reach our

target audience. We have allocated $1,773,000.8 to our internet campaign. During the heavy months of August, September, November, December, January, and February (our lead-in months and months of highest sales) we decided that a target of 10 GRPS for each of these months for keyword search would be a smart choice. For each heavy month, the price would be set at $236,500, making the total for the heavy months $1,419,000 with totals GRPs reaching 60. For the lighter months of July, October, and March we would lower our targeted GRPs to 5, since the product is not heavily sought-after during these times and the internet usually gives a sense of immediacy. For the low months, the price would be set at $118,300, making the total for the low months $354,900 with a total GRP of 15 overall. The overall total for internet expenditure ends up being $1,772,000.8.

With keyword search we would use the most popular sites including Google.com and Yahoo.com. With a target market index of 133 for propensity of use of Google.com and a target market index of 156 for propensity of use of Yahoo.com, these search engines prove to be highly visited by our target audience of 25-34 year old adults. Buying keywords on these websites would help drive sales and allow our target market to be reached whenever they type Tim Tamrelated keywords into a search engine. Some examples of suggested keywords would be: “Tim Tam”, “Chocolate Cookie”, “Arnott’s Tim Tams”, “Pepperidge Farm Tim Tams”, “Crisp Cookie”, and “Fudge cookie”. With keywords like these, our overall campaign goals would be easier to reach. Continuing the advertising through even the lower months of product popularity would allow consumers to continue to come in contact with the brand name and the Tim Tam cookie product, keeping Tim Tam at the forefront of our target audience’s thoughts when it comes to chocolate and cookies.

Non-Traditional With non-traditional media comes great opportunity to expand into the social media market and reach our target audience at a relatable level. Approximately 90% of online users use Faceboo, which as grown into a huge market for businesses and brand over the past several years. Facebook is a way to connect with consumers to promote the Tim Tam brand and build brand loyalty. Through Facebook, Pepperidge Farm accrue more fans of the brand through followers liking the brand’s site as well as sharing any information that is uploaded through the Tim Tam site with their respective Facebook friends. There is also a 9% difference between the amount of internet users are on Facbook and the amount of marketing decision makers with accounts demonstrates the growth, as well as consumer connection, that is possible through Facebook. Soon, Pepperidge Farm Tim Tams would be visible on personal Facebook accounts across the nation.

In order to maximize interaction and participation with the brand, Pepperidge Farm would encourage visitors to/fans of the site to create a video of themselves or friends doing their popular “Tim Tam Slam� promotion and have participants post these videos to the Tim Tam Facebook wall. This incorporates members of the families of our target market as well, reaching children who ultimately demand purchase of chocolate cookies for their household. Allowing anyone and everyone to post their videos on the Tim Tam Facebook wall would encourage younger individuals to enjoy the brand as well, creating loyalty at a earlier stage in life. This would also allow parents (our primary market) to show their children enjoying the brand and share with others, which would appeal to all other parents due to its child-friendly nature and approval from kids. Every person who posted a video would automatically receive a coupon for a free package of Tim Tam cookies in the flavor of their choice, giving Facebook users an

incentive to participate and share the brand. In promoting the Tim Tam Slam, Pepperidge Farm is inherently promoting the continual purchase of the cookie itself. Facebook is a vast network of individuals who enjoy being connected, being informed, and being social. In utlizing Facebookfor the Tim Tam campaign, Pepprdige Farm would gain awareness for the Tim Tam brand as well as work toward achieving unaided brand recall through increased interaction with the cookie brand via social media.

At the moment, PewInternet calculation reports indicate that 15% of adults use Twitter, but as Generation Z grows older it can be expected that Twitter usage will increase greatly.

Twitter represents a social media site that is still continuing to grow because of this, Tim Tam would be able to capitalize on social media sharing through “retweets� and connect with followers in much the same way as Facebook. Because this area of social media has so much room to grow still, it is a great prospect for assisting in launching the brand in the U.S. as well as helping to achieve unaided brand recall. Through picture capability on Twitter, as well as Facebook, it would be easy to show consumers and potential consumers the uniqueness of the cookie and brand. All of this awareness and brand promotion will easily help to increase sales.

Studies also show that people tend to put more trust in the ads they see their friends share on social media than they do ads directly from the producer of a good. Tim Tam credibility would increase as more and more adults shared the Tim Tam brand information, only helping the brand image and sales.

With 700 million monthly visitors to Facebook and 200 million monthly visitors to Twitter, earned media is an opportunity we intend to utilize with our media plan. Being able to reach our technology-savvy, socially-oriented target audience of 25-34 year old adults would not only help us to achieve or marketing and advertising goals, but it would also allow us to gain

more GRPs and higher frequency for our overall media plan. Tim Tam would blossom under social media usage without spending a dime for start-up. The coupon for a free package of Tim Tams to all participants in the “Tim Tam Slam� Facebook posts would not hurt sales in the longrun, but increase consumer loyalty and chance of return purchase through simply encouraging the target audience to try the cookie. Overall, non-traditional media is a significantly cheap investment that would allow Tim Tam to launch itself as a brand as well as promote its unique qualities through visual imagery, creative status updates, and promotions linked to social media.

The main goal is to spark the association between Tim Tam and a unique cookie everyone in the family can enjoy.

In-Store End Cap Displays Since Tim Tams is a relatively new product in the American market, we feel that there should be a high focus on end caps within grocery stores. In retail marketing, location is very important. End caps allow high visibility from popular shopping areas and allow a product to have an edge against its competition. These end caps would allow for Tim Tams to be more readily available and easily purchased, in turn helping to launch the Tim Tam brand nationwide.

We have allocated $4,000,000 to end cap displays for our campaign. We feel that to be most effective we would use our $2,500,000 of the total 4 million to be dedicated to this in-store promotion in order to purchase end caps in the heavy months of sales: September, December, and February. The end caps displays would be purchased in targeted stores and feature a creative incentive for customers to purchase (i.e. coupon, discounts, etc). We would use the remaining $1,500,000 to continue the end caps (at a slightly smaller scale) during those months that lead-in to sales: August, November, and January. Thus, we are increasing the propensity of purchase

during our most significant advertising months. During a 6-month test period in 4 stores where end cap displays were used, they generated a 6% sales increase across all Pepperidge Farm brands. With this information, we believe a higher percentage of purchases and awareness will happen. As a strong complement to our media plan across other various platforms, this in-store promotion would help remind consumers of the Tim Tam brand at the actual point of sale, ensuring a greater chance of purchase.

Evaluation Budget Evaluation Size of Budget: $20,000,000 Amount Allocated to Contingency: $3,000,000 Amount Allocated to End Caps: $4,000,000 Amount Allocated to Traditional Media: 11,159,100 Amount Allocated to Internet: $1,773,800

Our two biggest medium expenditures of this media plan went toward television and magazine. At $5,347,000 spent on television, both network and cable, and $4,767,500 spent on magazine advertisements, we feel as though we spent the budget wisely because we were able to achieve high reach and high frequency. With our primary concern being frequency so as to launch the Tim Tam brand, we feel as though our message has been heard by the target market of young adults age 25-34 a sufficient number of times. We also included buys in radio to ensure recency of our brand’s message. Spending $1,044,700 on radio dayparts in which our audience would be listening to the radio proves to be another way to achieve effective reach for our brand.

Using Ostrow’s Model we calculated our goal frequency at roughly 3.5; due to our limited budget we feel as though we have achieved the necessary frequency through the help of radio reinforcement and nontraditional promotions via Facebook and Twitter, which cost $0.

We chose to utilize the internet advertising available because our target market shows heavy internet usage and are a tech-savvy generation. As well, the generations to follow are also very connected to the internet as a first reference for information. Social media is a huge market as well, connecting our target audience in an authentic way that also foster participation and interaction with the Tim Tam brand.

Our distribution of the budget is the same for the 1st, 2nd, and 3rd quarters of the fiscal year. We spend no money in the 4th quarter as Tim Tams are not sought after in the months of April, May, and June. We anticipate enough carry-over sales during these months due to our heavy advertising campaign from July-March. We feel as though the recency of our message would carry over into the three “dead” moths enough to sustain an adequate income for the brand. We would also continue the Facebook/Twitter promotions during these three months because they are at no cost to the company.

Flow Chart: National Campaign

Timing and Scheduling With the heaviest sales months being September, December, and February, we believe that leading into these high sales months is the best way to advertise and gain awareness for the Tim Tam brand. We are confident that utilizing sales lead-ins will create not only great awareness, but will also generate brand recall and increase sales further due to a sense of recency created through the advertising campaign during the lead-in months. With great focus in the months of August, November, and January, our target market will be exposed to Tim Tams on a multitude of levels and platforms. This will create the best possible frequency and generate a great amount of sales in conjunction with in-store end cap displays. We believe this plan will be able to generate the unaided brand recall and awareness necessary to launch Tim Tams into the competitive cookie market. As well, the high frequency and reach of our plan during those heavily affinitive months for cookie sale will persuade our target market of young adults to try the Tim Tam and thus begin to create high brand loyalty.

Creative Direction With such a unique look and distinct packaging, we feel as though imagery within the advertising is an important part of our media plan. We intend to utilize most of our media budget in visual media, specifically 41.3% in TV and 36.9% in magazine. This allows for script/copy along with the imagery in order to reinforce the Tim Tam message while allowing consumers to become familiar with the brand’s look and feel. With our reinforcing buys in Radio, we can utilize the sounds of crunching and slurping to reinforce the “Tim Tam Slam.� This approach holds true to the brand and also drives people to Facebook to participate in the social media challenges associated with this fun promotion.

References http://www.pepperidgefarm.com/ProductDetail.aspx?catID=944 http://www.mriplus.com/ http://www.experian.com/simmons-research/simmons-consumer-research.html http://web.archive.org/web/20061004180114/http:/www.arnotts.com.au/products/TimTam.aspx https://www.aibonline.org/resources/statistics/2011cookies.htm https://www.aibonline.org/resources/statistics/2011cookies.htm http://m.adweek.com/news/advertising-branding/kraft-charts-new-course-its-chips-ahoy-brand107405 http://www.facebook.com/PFTimTam chocoholic sweepstakes/ Mintel/based on Symphonyiri Group Infoscan reviews U.S. census bureau, economic census http://www.socialbakers.com/facebook-statistics/united-states http://pewinternet.org/Reports/2012/Twitter-Use-2012.aspx http://www.arnotts.com/our-products/products/arnotts-tim-tam.aspx