Issuu on Google+

ADVERTISING CAMPAIGN

Presented By

Rachel Gropper, Michael McBride, Skyler Mauro, Erin Smith, Stefan DiFiore, & Jennifer Barish


EXECUTIVE SUMMARY AND OVERVIEW EXECUTIVE SUMMARY Table of Contents Nescafé Taster’s Choice has been in the market for decades, proving it to be the world’s leading brand of instant coffee. The last heavily promoted campaign was in the early 1990’s and we’re here to change that. With a revolving business environment, Taster’s Choice must strengthen its messaging and comprehesion of its target market’s values, needs, and demographics. The key message of this plan is to re-introduce the product and its benefits to women between the ages of 18-49. Through it’s ability to inspire an active woman to conquer her busy day, Taster’s Choice will also remind her that getting things done leaves time for the things she enjoys. Our tactics for message strategy and brand activation have the ability to establish a relationship with the Taster’s Choice consumer. We tell women to “Enjoy Your Day” because she can do it all, and have the time to make herself feel loved, too.

1

Executive Summary 1 Overview 2 Agency Brand Strategy 3 Historical Context 4 SWOT Analysis 5 Environmental Analysis 6 Competitor Analysis 7 Brand Value Proposition 8 Objectives 9 Budget Summary 10 Research Objectives 11 Primary Research 12 Target Market 13 Campaign Strategy 14 Creative Strategy 15 Executions 16-20 Creative Testing 21 Media Objectives & Strategies 22 Media Choices 23-25 Media Scheduling 26 Media Budgeting 27 Brand Activation 28-30 Evaluation 31 Creative Brief 32 Biographies 33-35


OVERVIEW This advertising plan is designed to increase the sales of Nescafé Taster’s Choice instant coffee while increasing brand awarenss for women ages 18-49. After extensive research, it was deduced that the most effective way to reach these goals would be through implementing a creative strategy based off of our campaign, “Enjoy Your Day.” Though simple, this message is designed to be clear and uplifting for women balancing a busy lifestyle. We will utilize our budget of $18 million to advertise through print, selected broadcast and cable networks, interactive internet leaderboards, and direct mail. Through this detailed campaign and added guerilla marketing brand activation, we hope to achieve our goal and increase product awareness by 65% while successfully repositioning the brand and distinguishing it from our instant coffee competitors.

2


AGENCY BRAND STRATEGY

Who We Are

Shape Advertising, founded in 2011 by a group of talented, creative minds, redefines quality in the advertising industry. We’re not afraid to ask the tough questions. Through analytical thinking, we can “shape your concept into creative.” Operating out of Ithaca, New York, Shape Advertising specializes in media planning, strategic communication, and creative design. We’ve employed a bright and youthful staff of creative individuals to bring fresh and innovative advertising solutions to our clientele.

3


HISTORICAL CONTEXT Historical Context

Nescafé Taster’s Choice is a brand within the Nestle Corporation—the world’s leading nutrition, health and wellness company. In 1938, Nescafé was introduced in Switzerland after Max Morgenthaler found a way to produce quality coffee by simply adding water. During World War II, Nescafé became part of the soldiers’ daily food rations. As a result, the product found its way into the American marketplace. Nescafé had helped fuel American soldiers with the efficient, yet excellent taste of Taster’s choice. Throughout the 1950’s the popularity of coffeehouses increased along with the demand for a great tasting, easy to use product. In 1965 the company launched NESCAFÉ® GOLD BLEND®, which used freeze-drying technology to make soluble coffee. Finally, in 2003, the Nescafé brand was reintroduced in the US, with what we know today as Nescafé Taster’s Choice. The product line has expanded to include a multitude of instant flavors including House Blend, French Roast, Columbian, Hazlenutt, and Vanilla.

Taster’s Choice: The Brand

In the early 1990’s, Taster’s Choice developed a series of creative advertisements that captivated TV audiences. The campaign featured British celebrity Anthony Head, and the commercials followed the romantic encounters of neighbors who shared the same love for Taster’s Choice. The format of the commercials created a soap opera, which encouraged viewers to tune in for the next installment and see how the fictional relationship would develop. Although experts at advertising age had mixed reviews, viewers were captivated, and the campaign received substantial media attention.

Screen shot of the 1990’s Taster’s Choice Campaign

Currently the Taster’s Choice brand positions itself as an inexpensive alternative that gives consumers the best tasting instant coffee. Taster’s Choice recognizes that it’s hard to find “time for yourself” and “offers creative solutions on how to relax, renew and reward yourself regularly.” Image from the Nescafé Taster’s Choice current website

4


EXECUTIVE SUMMARY AND OVERVIEW SWOT ANALYSIS  

Strengths

Weaknesses

Established and well known Nestle brand name World’s leading coffee brand Large annual revenue means plentiful resources are available Low priced Wide array of product offerings including fair trade and Rainforest Alliance Certified

• • • • •

• • •

 

Opportunities •

• •

 

Making Taster’s Choice compatible for Keurig machines that are rapidly growing in the current coffee and beverage market Sourcing all coffee as Fair Trade and Rainforest Alliance Certified Idea of coffee being better for your heart can be used as a selling point for health conscious buyers    

5

Instant coffee is generally not viewed as high quality, and Taster’s Choice only offers instant. Poorly rated in environmental consciousness Positive Brand image is linked to commercials from 20 years ago that don’t apply to younger demographic

Threats • • • • •

Home coffee makers that are popular and seen as providing premium coffee Rising bean costs Development of Soft drinks and energy drinks for caffeine Organic, Fair Trade, and ethically sourced coffee companies Market maturity and aggressive competition amongst retailers


AGENCY BRAND STRATEGY ENVIRONMENTAL ANALYSIS Environmental Forces

Political Forces

Competitive Forces

Legal/Regulatory Forces

Twenty Percent of Nescafé’s energy needs are met by utilizing spent coffee grounds as fuel which reduces the need to use fossil fuels and also means the grounds no longer go into a landfill. Taster’s Choice has recently reduced the packaging by ten percent by creating single-serve packets. In addition, the recently introduced NESCAFÉ Plan will be working with the Rainforest Alliance, the Sustainable Agriculture Network and 4C (Common Code for Coffee Community) with the aim of demonstrating how the traditional techniques of farmers can be coupled with modern methods to help farmers improve their quality and yield while reducing their environmental impact.

Taster’s Choice prides itself in being the leading coffee brand in the world. It is valued for it’s great heritage, size, expertise, and flavor. Brands like Folgers, Starbucks, and Maxwell House offer instant coffee and whole coffee beans while General Foods International is the only competitor who also only makes instant coffee.

6

The coffee bean industry is especially prone to criticism about the sourcing of their beans. Taster’s Choice offers fair trade options of coffee where the sourcing is guaranteed to have fairer terms of trade that enable disadvantaged producers to combat poverty in their communities, strengthen their businesses and take more control over their future. Taster’s Choice follows a policy where responsible farming, responsible production, and shared value create the foundation for all coffee sourcing.

In the production of all Taster’s Choice instant coffee are environmental standards that are not only met- but exceeded. Factories that produce Taster’s Choice coffee meet emission regulation requirements under the Kyoto Protocol. The Rainforest Alliance Certified seal ensures that both the workers and the land the crop comes from are protected through sound farming practice.


COMPETITOR ANALYSIS Folgers

General Foods International

Their Market

Their Market

Age range: Education: Income:

Age range: Education: Income:

35-44, 65+ Didn’t graduate HS < $20,000

18-24 College attendees $40,000- $49,000

Their Products

Their Products

Price range: $7.24 (8oz) Flavors: Classic, decaf Offerings: Containers, packets

Price range: Flavors: Offerings:

$6.98 (8oz) 18 different flavors bulk bags, sealed containers

Maxwell House

Starbucks Via

Their Market

Their Market

Age range: Education: Income:

35-44, 65+ Didn’t graduate HS < $20,000

Their Products Price range: Flavors: Offerings:

$8.66 (8oz) Hazelnut, Vanilla, Original Single serve packets, containers

Age range: Education: Income:

35-44, 65+ Didn’t graduate HS < $20,000

Their Products Price range: Flavors: Offerings:

7

$1.00 per packet Mocha, Vanilla, Caramel

Packets only

Our Market Age range: Education: Income:

Women ages 18-49 Didn’t graduate HS < $20,000

Our Products Price range: Flavors: Offerings:

$6.00 (8oz) $ .17 per packet French, Colombia, House, Hazelnut, Vanilla, Decaf Single serve packets, Easy pour containers


BRAND VALUE PROPOSITION Functional Benefits

Nescafé Taster’s Choice positions itself as the best tasting instant coffee. The Taster’s Choice brand is committed to creating a distinction from its competitors with unique flavor combinations. The brand uses high quality ethically sourced beans and is currently rated second in the instant coffee market in terms of gross revenue. Nescafé Taster’s choice is easily made by adding water to a soluble blend, and it is more cost and time efficient than home brew and coffeehouse options.

Emotional Benefits

Our target audience uses coffee products daily as an important ritualistic element in their everyday lives. Using Nescafé Taster’s Choice brings ease, quality, and affordability to this integral part of our target market’s lifestyle. Drinking Taster’s Choice gives our target market an increased feeling of comfort by accommodating the need for daily coffee in an effective and stress free manner.

Self-Expressive Benefits

Just like Dunkin’ Donuts is to Starbucks, Taster’s Choice is a great tasting alternative to some of the more expensive brands. It is presented as the “working-woman’s” instant coffee. The reference group that our consumers want to belong to is a respectful one of providing for their families. When we present Taster’s Choice as the working-mom’s-coffee-on-the-go, we are putting the product in a place where it can provide this humble and respectable image for our consumers.

8


OBJECTIVES Marketing Our marketing objective is to increase U.S. Taster’s Choice sales by 7% by the end of our yearlong campaign.

Advertising Our advertising objective is to better establish Tasters Choice as the instant coffee which empowers our target market to both take care of others and themselves. By the end of our campaign, 65% of women ages 18-19 will have top of mind brand awareness. 60% of these women will effectively comprehend the Nescafé Taster’s Choice product.

Time Frame Our advertising campaign will span one year, beginning in July 2012. The ma jority of our efforts will be directed towards the winter and holiday season.

9


BUDGET SUMMARY The ma jority of our budget is allocated towards television, and the rest will be divided between Internet promotions, direct mail pieces, magazine spreads, and production costs. We were under budget by $9,992.92.

Media

Cost

Television

$9,000,000

Internet

$2,520,000

Direct Mail

$2,340,000

Magazines

$2,700,000

Production

$1,440,000

Total Budgeted:

$18,000,000

Total Actual Cost:

$17,990,007.08

10


RESEARCH OBJECTIVES Objectives 1. Understand perceptions of coffee by members of the target market as well as how instant coffee is used in comparison to other methods of consumption such as store bought coffee and home brews 2. Analyze trends in multicultural marketing to understand how to best reach our target market

Primary Research Sources 25 Personal Interviews

Secondary Research Sources MRI to define Target Audience Neilsenwire Articles Tasterâ&#x20AC;&#x2122;s Choice Facebook Page/Website

11


RESEARCH FINDINGS Primary Research Findings

We conducted a series of one-on-one 25 interviews with 25 women within the target market regarding research objectives. We began by asking a number of leading questions that inquired about general coffee usage and perceptions, branched to instant coffee opinions, and ended with specific perceptions of Taster’s Choice. Among the 25 discussions, we found the following opinion commonalities: Most coffee drinkers within the demographic drink coffee once or twice a day in the morning and afternoon. This is both for energy and “a great way to start the day.” Our target market mentioned the use of drive-thru’s, Keurig/Tassimo machines, and chain coffee retailers as alternatives that they would go to before choosing an instant brand. They expressed that these methods are “just as easy.” When asked to associate instant coffee with a word, our target market brought forth terms such as “fake” “cheap” and “bland.” Some interviewees within the sample stated that they would be more likely to try Taster’s Choice if they were given a free sample or coupons. The interviewees noted that the aroma, caffeine, and general ritual of drinking coffee are what attract our target market to the product. Taster’s Choice generally has a poor reputation as an instant coffee. This does not help the fact that many of our interviewees have a predetermined notion about the brand.

12

Secondary Research Findings Over half of all U.S. population growth during this time came from Hispanics, raising Hispanics to 15.4% of total U.S. population. As a result, this demographic has tremendous purchasing power. Recently, multicultural advertising agencies have decreased in influence. Audiences are not reached through obvious cultural imaging—the multicultural market will connect most with advertisements that understand their values. Busy mothers like to have a form of expression through online blogs and social media; customers posted on the Facebook page consistently with feedback and requests for coupons.


TARGET MARKET Primary

Our primary target market is composed of women aged 18- 49 who earn from 20-40 thousand dollars a year. The audience is predominantly multicultural with a strong Latina and Asian ma jority. Most of these women have small children and live in the Western and Southern states.

MEET CARLA

Carla Fuentes is a 35-year-old divorced mother of one. She lives in Southern Texas and spends her day working at the local day care center that her 5-year-old daughter April also attends. Things are fast paced as they leave in the morning for the day care center. However, April is getting older and will soon have to go to school, adding more stress to Ms. Fuentes’ life. Carla and April spend weekends tending to the small garden Carla has in her backyard.

MEET SHERRY

MEET BETHANY

Sherry Lin is a 23-year-old bank teller from San Francisco, CA. She works during the day and leaves for home in the late afternoon to pick up her 8-month-old son, Jason, who has been under his grandmother’s care while Sherry works. She doesn’t have much down time. But when she does, she loves watching episodes of The Good Wife while her son sleeps in the other room.

13

Bethany Weathers-Simpson is 47 years old and lives in Wichita, Kansas. Her husband passed away in early 2002 and since then, she has been working as a library assistant to put her two children through college. Things are tough, but she finds solace in reading Janet Evanovich novels while eating squares of dark chocolate in low light.


CAMPAIGN STRATEGY Enjoy Your Day, With Nescafé Taster’s Choice

Our in-depth, personal interviews revealed that the ma jority of the target market drinks coffee as an imperative, daily ritual. These women expressed that both the aroma and caffeine elements make for a “great start to the day.” Instant coffee provides the same functional benefits, but the method of preparation varies. Generally, our target market uses instant coffee when they are in a hurry; at the start of a busy morning, coffee must be made to even begin enjoying the day. With an average income of less than $20,000 and working full-time in professional occupations, our target market has an immense amount of responsibility. Taster’s Choice can actively enhance the target market’s quality of life by making their coffee ritual more time efficient. Just by adding water, women can get that great start to their day and have more time do the things they love and care about. Through our secondary research we found that specialized, multi-cultural marketing agencies and tactics are decreasing in influence. Instead of portraying stereotypical cultural differentiations, it is more effective to connect to the consumers’ core values. The simple phrase “Enjoy Your Day” is easy to understand for all and has a dual purpose that can connect to the values of the Taster’s Choice consumer. “Enjoy Your Day” refers to the essential coffee flavor and boost that the product provides, yet the day’s fulfillment goes so much deeper. The Taster’s Choice consumer has the ability to enjoy a cup of coffee in minutes, and she has the time to take care of both herself and her family. Through this poignant campaign, we want to connect with the deep-seated values of our target market. Using slice of life visuals and interactive brand activation techniques, we want to help our consumers enjoy their day. Taster’s Choice, the efficient, and great tasting coffee, will be there for women so they can be there for the people who matter to them.

14


CREATIVE STRATEGY Enjoy Your Day

In order to truly enjoy your day, start it the right way with a hassle free and inexpensive coffee that provides the great flavor and taste that you crave.

What are these ads trying to get across?

Our print and television executions strengthen one of the core aspects of our campaign strategy: using Taster’s Choice provides mothers with the familiar aroma and caffeine boost while allowing her more time to do the things that really matter. The Taster’s Choice mother is not just completing these tasks because she believes it is her designated responsibility; she genuinely wants her children to feel loved. Taster’s Choice gives her a time-efficient method of coffee consumption that stimulates a great start to the day. Whether she is checking off every to-do list on the refrigerator or packing an extra lunch just in time, our target audience will feel like they are being there for the family. We want Taster’s Choice consumers to enjoy their day, so they can help their family enjoy the day too.

Copywriting

The words are meant to sound authentic so that the mothers viewing that ad may relate with what is written on the Post-It. A Post-It note is also a realistic medium that a mother would use to communicate with her family in the morning. Each Post-It contains a short, personal list of things that the Mom has done before her children, husband, or significant other have even woken up. Although there is not a direct mention of coffee written on the Post-It note, the target audience may connect to the familiar tasks and sentiments written. With this connection established, the Taster’s Choice logo is placed on the bottom of the advertisement with the slogan “Enjoy Your Day.” We are suggesting that Taster’s Choice is allowing the Mom to be more alert and ready to take on her day. She can more efficiently do what she has to do, and then have more time to enjoy herself. “I already am” is written after “Enjoy your day” because the Mom not only completes what she has to get done, but she has enough time and energy to help out her family. By helping them, she is enjoying her day even more because she wants them to enjoy theirs.

15

Art Direction

Our advertising campaign is designed with images that our target audience can directly connect to. In each print execution, we set up a familiar scene that includes a still photograph of a Post-It note stuck on a fridge, dog bowl, and kitchen counter. The simple, photographic images create a common slice of life scene that mothers can relate to. In this series of advertisements, there is a consistent look, but the differing locations of the Post-It notes provides a enough differentiation that mothers within the target market can resonate with at least one of the images.


EXECUTIONS - PRINT AD


EXECUTIONS - PRINT AD


EXECUTIONS - PRINT AD


EXECUTIONS - TV STORYBOARD

Music: Nice Soft Piano

Music: Nice Soft Piano

Music: Solemn Violin

Scene 1: Mom is in kitchen, calls up to son, “John, your breakfast is getting cold!”

Scene 1: Mom calls out to son, “Good luck at school! Don’t forget your backpack!”

Scene 2: John walks to school and it starts to rain heavily.

Music: Solemn Violins

Music: Solemn Violins

Music: Solemn Violins

Scene 3: Outside of the school, another student walks away with John’s lunch.

Scene 4: In the cafeteria, John sits alone at a table.

Scene 4: John looks down into his backpack and a smile stretches over his face.

Music: Inspiriational Violins

Music: Faster Inspirational Violins

Music: Fades

Scene 4: Close up on a lunch bag with a sticky note attatched.

Scene 5: Text fills the screen, Voiceover reads “You’re there for them, We’re here for you. Enjoy your day with Nescafé Taster’s Choice.”

Scene 5: Text/Copy/Graphic fills the screen


EXECUTIONS - INTERNET/DIRECT MAIL Direct Mail Piece

The selected recipients of our direct mail piece will receive a 6”x1” piece of cardstock attached to a postcard in the mail. The cardstock will feature a picture of a Taster’s Choice packet. The packet will appear opened with steam coming out the top to represent the ease in preparation. On the top opening of the packet, there will be a scented piece that smells like the promoted seasonal flavor. To the right of the take-away paper will be a postcard that reads, “Go ahead, Smell it. Now that you’ve realized how rewarding it can be to stop and smell the coffee, take this and use it as a bookmark to remind you to take time for yourself. Remember, we’re here for you no matter what tasks lie ahead. Enjoy your day, Taster’s Choice Instant Coffee.”

Internet Leaderboard

Our online leaderboard will increase brand awareness and comprehension. This interactive leaderboard allows the user to mouse over the banner in order to sprinkle the contents of our Taster’s Choice Instant coffee packet into the mug of hot water below it. Once the packet has been emptied, the player will be notified of a coupon offer for $1 off their next purchase of Taster’s Choice Instant Coffee.

20


CREATIVE TESTING What did our audience think? To gain creative feedback, Shape advertising had conversations with a multitude of women within our target market. Our initial slogan for this campaign was “Feel the Rush;” we wanted to empower our women to accomplish as much as possible during the day. However, this induced negative “urgent” feelings and “excess caffeine.” We discovered that it’s not about doing as much as possible in one day; our target market truly cares about the meaning – the reasons – for these actions. This insight validated one of the concerns we had about the campaign. We did not want our target market to feel that they are supposed to do hundreds of tasks with the help of caffeine. Instead our target market does so much for her family because she genuinely cares about their wellbeing. And with Taster’s Choice, she is able to accomplish all these tasks while also taking the necessary time for herself. Through testing, we were able to revitalize this creative concept into “Enjoy Your Day.” With this new approach, we are able to pay more attention to our target market’s values – family, respect, and listening. We then creatively developed our reoccurring post-it idea. When we tested this new concept, the same women liked the new idea much better, but they suggested having more woman visibility in the advertisements. They especially resonated with our TV advertisement – which focuses on the strong bond between a mother and her child. Overall, our creative testing kept us centered on our target market. In turn, it guided us towards more accurate creative executions.

21


MEDIA OBJECTIVES AND STRATEGIES OBJECTIVES

STRATEGIES

Research of the Target Audience

Our primary target market is women between the ages of 18 – 49. Based on our research, the largest consumers within this market classify themselves as Spanish speaking. According to MRI+, our target market typically has an income less than $20,000 per year and didn’t graduate high school.

Geographic Scope of the Placement In order to reach our goals, we will be using combined placement tactics by distributing advertisements nationally with focus on certain regional areas as well.

Message Weight

Markets across the nation will get some message weight while the West region and specific states such as California, Texas, and Florida will receive the heaviest advertising.

22

Reach and Frequency

Our goal for effective reach is 65%, our goal for effective frequency is 4, our goal for comprehension is 60%, and our goal for awareness is 65%.

Continuity

Coffee is something that is typically consumed year round. Since Taster’s Choice offers numerous seasonal flavors of instant coffee, we will be implementing a pulsing schedule in order to take advantage of greater opportunity during colder seasons and holidays. Pulsing will also maintain consistent growth in both awareness and sales throughout the year.

Length/Size of All Advertisements

All television advertisements will be 60 seconds and will appear on both cable and broadcast television. Internet advertisements will be an interactive leaderboard that is 728 pixels by 90 pixels. Direct mail advertisements will be 6”x1”. Full page portrait print advertisements will be 7.5” x 10” while each half page landscape advertisement will be 7.5” x 5”.


MEDIA CHOICES Broadcast Television Telemundo - an American television network that broadcasts in Spanish. Telemundo reaches 58 percent of Hispanic and Latino American households in 142 markets. We will be airing our 60 second commercials over their programs Persiuiendo Injusticas and 12 Corazones. CBS â&#x20AC;&#x201C; Broadcast television network with a broad range of programming including news, soap operas, movies, and popular tv shows. We will be airing our 60 second commercials over their programs The Good Wife and Young and the Restless.

Direct Mail Scratch and Sniff interactive direct mail, not personalized, that will be multi-functional as bookmarks

Print Advertisments (3) These will appear in Working Mother, Womenâ&#x20AC;&#x2122;s Health, TV Guide, Fit Pregnancy, Latina, and Catholic Digest Magazines.

23


MEDIA CHOICES Cable Television Galavision is a spanish language cable network that broadcasts a mix of classic and recent Mexican and other Spanish language films as well as Spanish-dubbed recent Hollywood productions. We will be airing our 60 second commercials over their programs Una Familia Con Suerte and Fuerza Del Destino. TV One targets African American adults with a broad range of programming. The network airs original lifestyle, documentaries, and entertainment-oriented shows, movies, concert performances, & classic series. We will be airing our 60 second commercials over their program The Spin. Disney XD mostly airs action-oriented childrenâ&#x20AC;&#x2122;s animated TV series, with some live-action programming and movies aimed at male viewers age 6 to 18. Disney XD offers with Spanish language audio. We will be airing our 60 second commercials over their program Phineas and Ferb. ABC is a broadcast television network with a broad range of programming that includes news, soap operas, movies, and popular TV shows. We will be airing our 60 second commercials over their program Dancing with the Stars. MTV is a music television station with programming focused on music, music news, celebrity news, and reality television. We will be airing our 60 second commercials over their program Rock Dinner. TLC is a cable network with programs on pregnancy, fashion, family, cooking, baking, marriage, and money saving tips. We will be airing our 60 second commercials over their programs Extreme Couponing and What Not To Wear.

24


MEDIA CHOICES Internet

Univision.com is the number one Spanish-language connection to news, sports, entertainment, immigration, and TV shows. iVillage.com is the daily destination for women with an active womenâ&#x20AC;&#x2122;s community, horoscopes, health and pregnancy information, message boards, love and sex, home and gardening, and food tips. Shopping.com is a leading price comparison site that allows you shop online for the best deals and lowest prices with unbiased product reviews. Twittermoms.com is a social networking site for influential moms, mom-powered news, insights, resources & community. NYLotter.org contains the latest news, winning numbers, lottery games, lottery television, and background information on past lottery winners. Job.com provides information and tips to help you search for jobs, post resumes, find employment, and find careers. Zshare.net is a free file hosting service on the Web for easy uploading and sharing of your media files such as music, pictures and videos or to transfer documents that are too big to be sent via e-mail. momsbloggerclub.com is one of the largest social networks for mom bloggers where moms who blog converge to talk about the latest trends.

25


w

MEDIA SCHEDULING Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total Cost

Cost per Exec.

Variable Rating Points

Television: The Young and Restless

$880,000

$40,000

22

Dancing with the Stars What Not to Wear

$1,240,000

$40,000

31

$480,000

$40,000

12

Extreme Couponing

$800,000

$40,000

20

The Good Wife

$1,120,000

$40,000

28

12 Corazones

$840,000

$40,000

21

Persiuiendo Injusticas

$840,000

$40,000

21

Fuerza del Destino

$640,000

$40,000

16

Familia con Suerte

$640,000

$40,000

16

Rock Dinner

$480,000

$40,000

12

Phineas and Ferb

$400,000

$40,000

10 16

The Spin

$640,000

$40,000

TOTAL COST:

$9,000,000

Working Mother

$421,890

$70,315

6

Womenâ&#x20AC;&#x2122;s Health

$1,065,630

$177,605

6

TV Guide

$432,300

$144,100

3

Fit Pregnancy

$331,410

$55,235

6

Latina

$388,827

$43,203

9

Catholic Digest

$49,950

$4,995

10

TOTAL COST:

$2,690,007

# of Pages

Magazines

Frequency

Internet Univision

$360,000

12

3

iVillage

$432,000

12

3

Shopping

$324,000

12

3

Twittermoms

$288,000

12

3

New York Lottery

$216,000

12

3

Job

$288,000

12

3

Zshare

$288,000

12

3

Momsbloggerclub

$324,000

12

3

TOTAL COST:

$2,520,000 Frequency

Direct Mail Bookmard Postcard

$2,340,000

$0.44

TOTAL COST:

$2,340,000

2


MEDIA BUDGETING Television

Internet Rtng Pts. Cost/Each

Total Cost

Network

Program

1

CBS

Young and the Restless 22

$40,000

$880,000

2

CBS

The Good Wife

28

$40,000

3

ABC

Dancing with the Stars

31

4

Telemundo

12 Corazones

5

Telemundo

6

Website

Reach

Freq. Impressions

1

Univision.com

10mil

3

30,000,000 $360,000

$1,120,000

2

iVillage.com

12 mil

3

36,000,000

$432,000

$40,000

$1,240,000

3

Shopping.com

9 mil

3

27,000,000

$324,000

21

$40,000

$840,000

4 Twittermoms.com 8 mil

3

24,000,000

$288,000

Persiuiendo Ingusticas

21

$40,000

$840,000

5

NYLottery.org

6 mil

3

18,000,000

$216,000

Galavision

Fuerza del Destino

16

$40,000

$640,000

6

Job.com

8 mil

3

24,000,000

$288,000

7

Galavision

Familia con Suerte

16

$40,000

$640,000

7

Zshare.com

8 mil

3

24,000,000

$288,000

8

MTV Sr3s

Rock Dinner

12

$40,000

$480,000

8

9 mil

3

27,000,000

$324,000

9

Disney XD

Phineas and Ferb

10

$40,000

$400,000

momsbloggerclub.com

10 TV One

The Spin

16

$40,000

$640,000

11

What not to Wear

12

$40,000

$480,000

Extreme Couponing

20

$40,000

$800,000

TLC

12 TLC

$9,000,000

Total for TV

Direct Mail Type of Mail

1 Postcard Bookmark Total for Direct Mail

Total Cost

$2,520,000

Total for Internet

Magazines Title

# of pgs

Cost/page

Total Cost

1

Womenâ&#x20AC;&#x2122;s Health

6

$177,605

$421,890

2

TV Guide Magazine

3

$144,100

$432,300

Reach

Frequency

Impressions

Total Cost

3

Fit Pregnancy

6

$55,235

$31,410

2659091

2

5318182

$2,340,000

4

Latina

9

$43,203

$388,827

$2,340,000

5

Working Mother

6

$70,315

$421,890

6

Catholic Digest

10

$4,995

$49,950

Total for Magazines

27

$2,690,007


BRAND ACTIVATION Objective

To create multiple positive impressions with Taster’s Choice instant coffee and connect to the idea of enjoying your day doing what you love as a result of being able to easily start your morning with minimal stress.

Jan Feb Mar Apr

May Jun

Jul

Aug Sep Oct Nov Dec

28

Strategy

We will put a model of a kitchen-complete with sink, microwave, counter tops, refrigerator and other essentials - at Nokia Plaza in the LA Live event center. We picked the Nokia Plaza because it is a popular spot on the West Coast, where the a lot of our target market resides and spends their time. Here, contestants will race against the clock to make Taster’s Choice Instant Coffee. Afterwards, the contestants will be asked to write on a Post-Itspecifically what they will do for themselves to enjoy their day. These Post-Its will be put on the refrigerator, eventually covering the front with positive messages. This event will be in partnership with Post-It to co-benefit their onthe-go positioning strategy with our awareness campaign. The idea is to make it easy enough to let them win every time. This game, presented to the public by our Nescafé Street Team, creates positive image for our brand. Every participant will obtain a send off prize containing Taster’s Choice Instant Coffee and Post-It note brand office supplies. This brand activation will run for two weeks in July to kick off our new advertising campaign.


BRAND ACTIVATION Nescafé Taster’s Choice Presents: Enjoy Your Day with Zumba Fitness Objective To connect the brand with activities that encourage self-love and daily enjoyment as well as expose the target market to the product. Nescafé Taster’s Choice will team up with Zumba Fitness to bring free outdoor classes to public parks all across the Houston area. With a large ma jority of our target market living in Southwest, we can attract many consumers who live within this large metropolitan area. Every Saturday through the months of April and May the program will move to different locations throughout the region. Anyone is permitted to attend the event, and a stage will be set up for the instructor to lead an energetic one-hour class. At the end of each class, participants will receive free samples of Taster’s Choice as well as a coupon taking $3 dollars off the next purchase. Zumba Fitness has an established relationship with the American Heart Association’s ”Go Red Port Tu Corazon” program that specifically fights heart disease in Hispanic women. To align with Zumba’s Efforts, we suggest that the Nescafé Corporation contributes a donation based on the attendance of the event. For every 100 people that attend the “Enjoy Your Day with Zumba Fitness” program, Nestle will contribute a predetermined contributuion towards the Heart Foundation’s Go Red Por Tu Corazon. This philanthropic initiative aligns with Nestlé’s mission to help people live a more active lifestyle. Jan Feb Mar Apr

May Jun

Jul

Aug Sep Oct Nov Dec

29


BRAND ACTIVATION Enjoy Your Day: The Positive Post-It Challenge Objective To actively engage the target market and give them an outlet of expression. This will increase brand awareness through relationship building. Engaging with customers through a social network will allow them to build a relationship with the Taster’s Choice brand. Through the Nescafé Taster’s Choice Facebook page, visitors will be asked to write down encouraging messages along with the phrase “Enjoy Your Day, I already I am” For example, someone can share an uplifting story from their day describing how they helped someone or vice versa. People can upload pictures of the Post-It to the Facebook Page, and at the end of each month the top 3 most inspirational postings will be chosen. The top the online community through Facebook Questions will judge three, and then a winner will be determined. The Post-It selected will be featured on the Nescafé website, and will be sent a gift box filled with free Taster’s Choice items, Zumba Fitness clothing, and Post-It products. Jan Feb Mar Apr

30

May Jun

Jul

Aug Sep Oct Nov Dec


EVALUATION

Before the end of our year-long campaign, we aim to increase awareness of Tasterâ&#x20AC;&#x2122;s Choice as top of mind by 65%, and increase sales by 7%. In order to evaluate the success of our campaign throughout the year, we have compiled an organized chart to break down the objectives that the plan will reach per month. We believe that there is a direct realtionship between both advertisments vs awareness, and awareness vssales. In other words, as we place executions in more media outlets, we anticipate that sales will increase directly as a result of significant heightened brand awareness.

31

January February March April May June July August September October November December TOTAL:

Reposition Recognition 6% 6% 5% 4% 5% 5% 5% 5% 5% 6% 6% 7% 65%

Sales .6% .6% .6% .5% .5% .6% .5% .5% .5% .6% .7% .7% 7%


CREATIVE BRIEF Background: Nescafé Taster’s Choice is a brand within the Nestle Corporation—the world’s leading nutrition, health and wellness company. In 1938, Nescafé was introduced in Switzerland after Max Morgenthaler found a way to make produce quality coffee by simply adding water. Throughout the 1950’s the popularity of coffeehouses increased as did the demand for a great tasting, easy to use product. In 2003, the Nescafé brand was reintroduced in the US, with what we know today Nescafé Taster’s Choice. The product line has expanded to include a multitude of instant flavors including House Blend, French Roast, Columbian, Hazlenutt, and Vanilla.

Key Customer Benefits: Using Nescafé Taster’s Choice brings ease, quality, and affordability to the consumer’s busy life style. Taster’s Choice allows for an increased feeling of comfort by accommodating the need for daily coffee in an effective and stress free manner.

Advertising Problem: Taster’s Choice has already launched a ma jor campaign to increase it’s brand awareness in which they held a free giveaway of Taster’s Choice samples. When there was too high of a demand and not enough product to hand out, brand loyalty dropped significantly. Also, Taster’s Choice is one of many energy boosting beverages in a wide range of top competitors.

Advertising Objectives: We will promote and create a stronger position for Nescafé Taster’s Choice in the instant coffee industry. We will utlize our media strategies with our promotional strategies to portray Taster’s Choice as a brand that busy women can rely on in order to Enjoy Their Day.

Target Customer: We will promote Taster’s Choice to women aged 18-49 who earn from 20-40 thousand dollars a year; predominantly multicultural women with a strong Latina or Asian ethnicity.

What is the underlying emotional need? The underlying emotional need of these women is to be able to acomplish all they can for everyone they care about without sacraficing their personal needs.

How does the brand fulfill these emotional needs?

Taster’s Choice will be portrayed as the brand that busy women, especially mothers, can depond on. Taster’s Choice will keep them going so that they can accomplish everything in their day, as well as find time for themselves. For these women, their families and responsibilitites are their top priority. Taster’s Choice has to remind them that they matter too.

Competition:

Our competitors are Folgers, General Foods International, Maxwell House, and Starbucks Via.

32


BIOGRAPHIES Skyler Mauro

Erin Smith

Skyler Mauro is a sophomore Integrated Marketing Communications ma jor with a minor in Legal Studies. Skyler is currently an active member of Ithaca College’s chapter of American Marketing Association. Aside from his extracurricular involvement, Skyler works as Classroom Technology Support Technician in Ithaca College’s Information Technology Services. Skyler likes his coffee with a spoonful of cinnamon sugar in it.

33

Erin Smith is a sophomore Integrated Marketing Communications ma jor with a minor in Television & Radio International Communication. She currently serves as the Communications Director of a non-profit organization on campus called Food for Thought. She is also the Advertising and Public Relations chair for Ithaca College’s National Residence Hall Honorary and Ithaca College’s TOMS Club. When not working with these extracurricular organizations, Erin works as a Student Leadership Consultant in the Office of Student Engagement and Multicultural Affairs re-branding programs, developing marketing campaigns, hosting leadership workshops, and maintaining a social media database for all student organizations. Erin likes her coffee black.


BIOGRAPHIES Michael McBride

34

Jennifer Barish

Jennifer Barish is a sophomore Communications Management and Design ma jor with a double minor in Integrated Marketing Communications and Environmental Studies. Jennifer currently works as an Ithaca College President’s Host, touring prospective students around the campus and serving as a guide to parents and students. In her extracurricular involvement, Jennifer holds the title and responsibility as the Special Events Chair in Ithaca College’s Student Activity Board working to plan events on campus. Her other involvement includes working at Ithaca College’s Phoneathon, serving as a resource to first-year park students as a Park Peer Advisor, and working at the college’s radio station WICB as a Promotions personnel. Jennifer likes her coffee with double shot of espresso in it.

Michael McBride is a sophomore Theatre Studies Ma jor with a minor in writing. This semester, he is Ithaca College Theatre’s promotions associate and electronic media manager. He is also the development director for Much Ado About Outreach – a college theatre group that does workshops with several hundred secondary school students in the Ithaca area. Michael recently became involved with ICTV, where he wrote the original scripts for Ithaca College Investigation Unit. Outside of extra-curricular activities, Michael is a resident assistant and a French TA. Michael likes his coffee black.


BIOGRAPHIES Stefan DiFiore

Rachel Gropper

Stefan DiFiore is a sophomore Integrated Marketing Communications Ma jor with a minor in Television and Radio Scriptwriting. Stefan writes scripts, is a producer, acts, and oversees the production as director of the promotions team for the Ithaca College Television production of Leave the Light on with Dave. When not producing this television show, Stefan is an active member of Ithaca Collegeâ&#x20AC;&#x2122;s American Marketing Association. Stefan likes his coffee with copious amounts of cream and sugar in it.

35

Rachel Gropper is a sophomore Integrated Marketing Communications Ma jor with minors in Communication Management & Design and Web Programming. Rachel manages the social media accounts as well as the website for the Ithaca College Chapter of the American Marketing Association, for which tshe is the Vice PResident of Communications. When not online, Rachel tutors Strategic Communications and Presentation Media Visual Design for Ithaca Collegeâ&#x20AC;&#x2122;s Academic Enrichment Services. She also is a Brand Ambassador Intern for the nationwide, online food delivery website, Campusfood.com. Rachel likes her coffee light and sweet.


CREDITS

36


Nescafe Taster's Choice Advertising Plan