Nutrition Facts Ingredients
Situation Analysis Competitor Analysis Target Market Campaign Strategy Creative Strategy Spot DMAs Media Objectives & Strategies Media Tactics Budget Summary Flow Chart
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Other Ingredients: Tyson Hinde, Thomas Busath, Kelly Carrasco, Carla Ramon
4 Situational Analysis Market Status: Chewy candy has the largest segment of the candy market and has the most potential for growth. Chewy candy strongly appeals to kids, teens, and young adults.
Swedish Fish Strengths: - People know the brand Swedish Fish. - 32.4% growth of retail sales from 2005 to 2007. - Most popular product in the Cadbury line. - Has recently made a check-out version of the product. Weaknesses: - Only has 3.4% of the overall market share. - Poor presence in the candy aisle. - Poor presence in places where the target market buys candy
Problem Statement Swedish Fish
Swedish Fish has a very low percentage of the market share for chewy candies because of itâ€™s poor brand awareness. Swedish Fishâ€™s shelf presence is understated and underappreciated.
5 Competitor Analysis Strengths - World-famous brand in more than 180 countries. - Sales of over 200 million skittles daily. - Remarkable use of social media. - Part of the Mars company (which has largest market share of the candy industry). Weaknesses - Lost 0.8% Market Share from 2005 to 2007. - One Skittles package contains 40g of sugar, the maximum amount of daily sugar intake. - Doesnâ€™t offer a sugar free version of skittles.
Strengths - Broad International presence with operations in more than 40 countries - Diversity in flavors and textures (jelly beans, gummy bursts and fruits chews) to satisfy every taste. - Part of the Mars company (which has largest market share of the candy industry). Weaknesses - Lost 1.9% of Market Share from 2005 to 2007. - 22g of sugar per package half of suggested daily sugar intake. - Weak execution of promotions: example- Starburst Music Master
Weaknesses - Limited market targeting. - Website is targeted towards children.
Strengths - Large international presence. - Strong brand loyalty. - Heavy Facebook Presence (Highest number of â€œlikesâ€? out of all the competitors). - Healthier alternative candies.
Target Market According to MRI, those most likely to pick chewy candy for themselves are men age 18-24 from households earning less than $75 k annually. Men are more likely to buy for themselves; women for others. African Americans are more likely to purchase for both themselves and others. 64% say they purchase candy on impulse at supercenters, wearhouse clubs, convenience stores, supermarkets. They are most likely to eat candy between lunch and dinner and while watching TV.
Demographics 18-29 year old males of all ethinicities with a yearly income under 70K
The typical Swedish Fish consumer in this target market will have the following characteristics: - Men who are focused on easy entertainment - Men who enjoy video-games - Sports enthusiasts â€œThe Couch Quarterbackâ€? - Those who enjoy the latest entertainment; ie: new releases of video games and/or movies (techies) - Movie officionados - Have a strong web presence
For the millennial male who wants a delicious fruit flavored chewy candy, Swedish Fish offers a convenient, friendly snack.
8 Creative Strategy Swedish Fish will reach our target market by using images of cuddly â€œfriendsâ€? that should not be eaten, juxtapositioned next to Swedish Fish (the friend you can eat). This strategy will be adapted to different mediums and promotions. For the millenial male who has a irreverant sense of humor, these ads create brand awareness and reminder advertising for Swedish Fish.
Spot DMAs Chicago, IL
15-19 Men: 353,037 20-24 Men: 339,120 25-29 Men: 319,386 HHI: $63,922
Known as the “Windy City,” Chicago is ranked 3rd in the United States DMA’s and has the largest population of the DMAs chosen for this campaign. Home to the Chicago Bears and Bulls, Chicago has a strong sports culture and the 4th largest GDP in the world.
Dallas is the 5th Largest DMA in the US. 2.5% of the target market in the US live in Dallas DMA, with almost 80% of them having some kind of internet presence. Dallas is also home to the Dallas Cowboys, Dallas Mavericks, and has an extremely dedicated football fanbase.
Atlanta is ranked 9th in the United States DMA’s. Atlanta is home to the Atlanta Falcons and several universities with strong football programs. This yields a large football and taigating population.
15-19 Men: 276,172 20-24 Men: 253,207 25-29 Men: 233,478 HHI: $57,743
15-19 Men: 239,418 20-24 Men: 220,273 25-29 Men: 206,024 HHI: $59,524
-15-19 Men: 184,099 - 20-24 Men:173,107 - 25-29 Men: 162,681 HHI: $48,696
- 15-19 Men: 137,575 - 20-24 Men: 139,157 -25-29 Men: 132,983 HHI: $53,141
Ranked 13th in the US, Phoenix is a DMA with a subtropical desert climate. There are a large number of university students, including students of ASU, the top ranked “party school” in the nation. The students are focused on having fun and enjoying life, this mirrors the fun image of Swedish Fish. Miami is the 16th Largest DMA in the US, but the smallest DMA chosen for this campaign. However, this doesn’t include the tourists who visit the ciy. Miami has a culture that centers around having fun in the sun and group activies. With an active nightlife and a large Hispanic population, Miami is a hub of tourism for the South East. It is known as the “Cruise Capital” of the World.
- Large number of 18-29 year old men in these demographics - Heavy sports-fan base in these areas - These areas have an average lower income, and lower income people buy more candy - Large college base and younger demographics - Dense population of gamers in these areas We decided against anywhere in California as part of the DMA because the creative has a high likelyhood to offending animal rights activists and PETA.
Criteria for Chosing the DMA’s
12 Media Objectives and Strategies Primary Objectives - To have Swedish Fish become the overall chewy candy of choice among 18-29 year-old men. - Increase overall market share of target audience through an increase in impulse buys by target audience. - Increase Brand Awareness through innovative affordable ad placement - Increase brand loyalty among target audience Strategic Executions - Use interesting point-of-purchase displays in existing retail locations to increase impulse buys by target market. (Gas Stations, Grocery Stores) - Place both advertising and point-of purchase displays at new locations where the target audience make snack purchases. (Sports arenas, video-game stores,) - Use alternative ad placement as an affordable way to increase brand awareness. - Use promotions at new product locations to both build brand awareness and increase customer base - Use social media as a medium for consumers to give feedback on their experiences with Swedish Fish.
13 Media Tactics The media tactics are focused towards achieving two desired outcomes: first we want to drive our target market to the point of purchase displays for impulse buys, and second, we want to improve overall brand awareness. Media Buys focused towards the displays.
The promotions will drive people to the website, but more importantly, to the Point of Purchase Displays. The same is true for the social media, and the displays will feature the different social media campaigns.
Media buys to build overall brand awareness include: Magazines Web-TV Out of Home
The diagram below shows the primary desired outcomes in red and the secondary in yellow.
14 Magazines: $1,903,862 (13% of Budget) Magazines are an effective way to reach a niche market. One of the magazines that we chose, Game Informer, is ideal for reaching our target market. The magazines goes out to over 7 million people per month, most of which, are men 18-29 years-old. From our research, we have found that while people are gaming, they are almost always snacking simultaneously. Through this campaign, we will get Swedish Fish on the consumerâ€™s mind. Because Game Informer has such a low CPM ($23), we will advertise in every issue of the year. Another magazine that we chose was ESPN. ESPN has a high reach, but it is somewhat expensive. We have decided to advertise during issues which we feel are relevant to those we are trying to reach. We chose to advertise during December and January, which cover the X-Games, which are watched by a majority of our target market. Further, people tend to snack while watching these events. The other issue we chose to advertise in is the June issue, which is very popular and covers the NBA finals, summer stunts, jobs in sports, and more.
15 Movie Theaters: $896,400 (6% of Budget) Movie theatres are an effective way to reach a captive audience. We decided that we could influence our target audience (especially because 18-29 year-old males attend high quantities of movies) through advertising during the pre-previews. Since this medium is relatively cheap, we can run a heavy amount of advertising here throughout the year. We will run one 30 second ad before every movie for the year. CPM is impossible to calculate.
Web Banner Ads: $2,509,573 (17% of Budget)
62% of all men ages 18-25 are on Youtube. Consequently, this is one of the main sites that we will display banner ads. We will advertise on youtube.com, ticketmaster.com, spotify.com, and pandora.com. We are going to pay on a cost-per-click basis. It will cost $2.00 per thousand clicks . We will allot 2 million dollars, and when the budget total has been reached, the ads will cease.
Television: $4,000,000 (27% of Budget) With the designated budget, it is not cost-effective to have a heavy television campaign on traditional satellite and cable networks. Instead, a more effective way to reach our target market is to sponsor a specific episode of a show with a high reach to the target market. The key is to choose an episode that will have a guaranteed high number of viewers. The G4 television network viewership is comprised of 18-34 year old men. The program Attack of the Show focuses on internet culture, new technology, and the gaming culture. The problem is that even this program has a high percentage of nonlinear audience that watches the programs online or on various platforms other than television. The best solution is to sponsor a specific episode where the product will be featured; this will help reach both the 62 million homes where the station is available, as well as the various other platforms. According to industry experts, the average cost to become a show sponsor is 2 million dollars. CPM is 32 dollars. The episode will be aired during the special coverage of the E3 convention that occurs in June to help endorse the promotional event that will be happening at the convention itself.
Social Media The social media and internet campaigns will all be related to the promotions and the overall strategy of “A friend you can eat.” There will be different executions for each social media site.
Twitter- There will be a #friendyoucaneat, or @swedishfish where people can write in and post what the would have been willing to eat if they hadn’t had Swedish Fish, for example “@SwedishFish #friendyoucaneat I was almost to the point of cannibalism” or “My cat was starting to look pretty tasty.” They can also post pictures they create on the Swedish Fish website or other images of things they shouldn’t eat. Facebook- There will be a Facebook page where the upcoming promotions will be announced, including the movie theatre promotion announcing new movies coming out that will have free swedish fish available during the opening weekend. Youtube- A youtube channel will be created and feature footage captured at the different promotional events as well as the commercials.There will be a competition created for people to make their own version of the ads and the video with the most likes at the end of the period will win a grand prize trip to Sweden. The Website- The website will feature an area where people can upload their own images and create a personalized version of the print ad that can then be printed or posted online for free. The website will also be the central hub for all other social media sites where visitors will be directed to all of the available social media sites created for the campaign. It will also feature any and all blogs or press articles written about the campaign. App-There will be a downloadable app where people can take pictures and insert them into the ads from their phones.
Innovations in technology have changed how consumers interact with advertisements . Smartphones, online videos, social media and others, have become one of the most effective ways for marketers and advertisers to reach their target market. Hulu is an online video server that offers a wide selection of TV shows, clips and movies. Moreover, Hulu has a high amount of users, which has attracted more than 1000 advertisers. On Hulu, advertisers have the opportunity to choose the percentage of the target market they want to reach every month. Consequently, Hulu places ads in videos watched by the desired target market. Ads are put at the beginning and end of a video, allowing the consumers to remember the ad and be more deeply impacted by the ad. Hulu 2800000 per 6 months CPM 25.
Web Tv: $2,800,000 per 6 months (19% of Budget)
18 Point-of-Purchase Displays $638,000 (4% of Budget) Cadbury Inc has recently grown their Swedish Fish market share of chewy candy by introducing new smaller packaging to help capture the impulse candy buyers at checkout. To help continue the growth of this sector, we propose building and installing fun and interesting point of purchase displays that will help gain the attention of the target market and build the brand awareness. In addition to installing the displays at the traditional locations such as grocery stores and gas stations, we will introduce displays at new retail locations including movie theatres, sports arenas and video game retail stores. This will help capture new sections of the target audience as well as introduce the product into new situations To help introduce these new point-of-purchase locations, we will be holding a promotion for each location. See the promotions section for more details. The point-of-purchase displays will be customized for each type of locale. In the grocery stores and gas stations, there will be two fish tanks on top of eachoter. The one on the bottom will be filled with live fish and have the no part of the ad written on the tank. The top will be a fishbowl filled with packages of Swedish Fish and have yes written on it. In the concessions stands, there will be customized boxes where on the left side it has the no side of the ad with a large pot and an area to stick the local mascot into, and on the right side of the box will be the yes with Swedish Fish The video game stores will have one of two types of displays depending on the space availability. There will either be a small box to be positioned next to the register, or there will be a larger display to go in front of the register.
Both the large and small displays will use the ads created, only instead of a kitten or chick, the animal will be replaced with cute video game characters such as Yoshi from the Mario games and the puppet from Little Big Planet. They will mirror the displays that will be built for the video game conventions. Overall the intent of the point-of-purchase displays is to drive impulse buys of the candy, as well as to introduce the idea of eating Swedish Fish while at the movies, while attending a sporting event, or during a gaming session. In addition to the previously stated purposes, each display will have smaller logos driving people to visit the social media sites and the Swedish Fish website.
Promotions: $698,000 (5% of Budget)
Promotional events will be held at three different types of locations. The purpose of each promotional event is threefold. Each one is intended to announce the new availability of Swedish Fish in that type of location, as well as to increase the overall brand awareness. Each promotional event will be announced through one of the traditional forms of advertising leading up to the promotional events. The three locations where new point-of-purchase displays will be placed include: · Movie Theatres · Stadium concessions stands for sporting events such as college football · Video game stores such as Game-Stop, Best Buy etc. As such the three areas where promotions will occur are: · Movie Theatres · Football Stadium Tailgates · Video-Game Conventions such as E3 and smaller conventions Footage of the events will be posted online to a Swedish Fish Youtube channel to help drive the social media presence as well as to build anticipation for future events.
Estimated Costs Tickets:15,000 Event Materials:Tent-4,000.00 Promotional Materials ie Keychains shirts ect-50,000.00 Space Rental-5,000.00 Free Product-N/A Coupon for free product from concessions stand in future-N/A Displays and Activities-10,000.00 Truck/Display/Power ect-50,000.00 Misc-4,000 Total:$198,000.00 for 2 events per DMA
Swedish Fish will have a booth located in designated tailgating areas during college football games in our DMAs. We will appear at two games per DMA. We will have product giveaways to increase brand awareness, including: T-shirts, key chains, fridge magnets etc. The grand prize giveway will be two free seats on the 50-yard line, given away in a drawing on game day. The two seats will be separated by a third seat that has a giant candy swedish fish who will act as a friend they can eat. All sports promotions will tie in with the point of purchase displays that will be positioned at concessions stands.
Video Game Conventions Swedish Fish will attend various video game conventions. They will either sponsor a booth or a gaming area centered around the idea that Swedish Fish is “the friend you can eat” while gaming. We will have a cross promotional event with Mountain Dew, the video gamer drink of choice. This will all build up to the E3 convention June 5-7. The displays at booths will still center around the friend you can eat strategy, only instead of the normal kitten or “cute” animal they will be centered around the cute video game characters such as Picachu or Yoshi from Mario in the booth posters. During the E3 convention there will be a life-sized Swedish Fish walking through the venue handing out packages of candy to people standing in line. This will also correlate with the television sponsorship with G4, which will be televising the convention on AOTS when we sponsor the show. The same life-size Swedish Fish character will be featured on the program as the hosts discuss the E3 convention. These video game promotions will increase market share and product awareness among the video gamers. They will make Swedish Fish the candy of preference to accompany video gaming sessions. After establishing Swedish Fish as a viable option for gamers through the promotional event, consumers will be reminded of this fact by the the point-of-purchase displays placed in video-game retail locations such as Game-Stop, FYE, and possibly Best Buy. The point of purchase displays in these locations will mirror the posters and displays located at the conventions. Details: Other conventions will include: Blizz Con-10,000 attending, E3 50,000 attendance, PAX-12,000 attendance. The purpose of promoting at these events is not to reach a ton of people, but to reach the market influencers and drivers and to help establish a correlation gaming and Swedish Fish in the mind of the consumers. Attendees will include professional gamers, bloggers and the industry elite.
Estimated Cost Location Fees: 1,000-5,000 per event save for E3 which is a trade convention and needs to be partnered with a gaming brand such as blizzard for 100,000-250,000 Dollars Materials: Product Giveaways-N/A Marketing Materials/Giveaways/Swag-200,000.00 Booth Materials and Gaming Station Setup:50,000 Total:$500,000 Location Fees: 1,000-5,000 per event save for E3 which is a trade convention and needs to be partnered with a gaming brand such as blizzard for 100,000-250,000 Dollars Materials: Product Giveaways-N/A Marketing Materials/Giveaways/Swag-200,000.00 Booth Materials and Gaming Station Setup:50,000 Total:$500,000
Movie Theatre Promotion For movies that especially interest our target market, we will give attendees a free bag of Swedish Fish with every ticket purchase during opening weekend in each of our DMAs. This along with the movie theater advertisements will help increase product sales at the concessions stands.
Estimated Cost- N/Af
22 Mall Escalators $629,625 (4% of Budget) Shopping malls receive more than 2,000,000 customers monthly, including Swedish Fish target market. This medium offers the ability to interrupt consumers’ lives when they are in the “buying mood.” Psychologically, consumers expect to spend money in the mall. In the mall consumers normally focus more on their surroundings, giving the ads the opportunity to have a strong presence. Placing the prints ads in the mall would generate a wider brand awareness and remind consumers to buy Swedish Fish. These won´t only be seen by our target market, but will have the potential to reach and influence others as well. We will post decals on escalators which show the Swedish Fish being eaten, with each half of the ad placed at the top and bottom.
Projected Persons 18+ (00) Atlanta 3,836,100 LENOX SQUARE 11.8% 13.3% 10.4% TOWN COBB 9.8% 9.7% 9.9% MALL OF GEORGIA 9.0% 9.2% 8.9% THE STONECREST 8.7% 10.0% 7.4%
Chicago 6,971,700 WOODFIELD S CENTER 11.3% 11.1% 11.5% OAKBROOK CENTER 7.8% 7.4% 8.1% ORLAND SQUARE 7.6% 7.4% 7.7% FOX VALLEY CENTER 5.3% 6.0% 4.5%
Dallas 4,440,700 THE PARKS ARLINGTON 10.0% 9.8% 10.1% Phoenix 2,842,000 9.9% 8.9% 10.9% ARROWHEAD TOWNE CENTER 18.9% 20.2% 17.7% TOWN EAST MALL 9.8% 9.3% 10.3% CHANDLER FASHION CENTER 12.2% 12.2% 12.3% NORTH PARK CENTER 9.4% 10.5% SUPERSTITION SPRINGS CENTER 11.2% 11.5% 10.8% NORTH EAST MALL 8.3% Miami 3,193,200 AVENTURA MALL 15.5% 14.4% 16.5% SAWGRASS MALL 13.7% 13.8% 13.6% PEMBROKE MALL 11.0% 9.3% 12.5% DOLPHIN MALL 10.7% 13.7% 8.0%
23 Mall Banners $924,540 (6% of Budget) The creative will be made into large banner ads and hung from the ceilings of the malls. Some prime locations will include the food courts and over the escalators on the months we donÂ´t have the escalator ads running. CPM is impossible to calculate.
Magazines: $1,903,862 (13% of Budget) Television: $4,000,000 (27% of Budget)
Promotions: $1,336,000 (9% of Budget)
Web Banner Ads: $2,509,573 (17% of Budget) Movie Theaters: $896,400 (6% of Budget) Web TV: $2,800,000 (19% of Budget) Outdoor Ads $1,554,165 (10% of Budget) Social Media: Free
24 January February March April
ESPN Game Informer
225,818 83,382.50 83,382.50
Mall Banners Mall Escalators
225,818 83,382.50 83,382.50 83,382.50 83,382.50 83,382.5
Point-of-sale display Football Games Video Games 83,333
Facebook Twitter Youtube Web banners
Hulu Movie Theaters
Out of Home
12345 12345 12345 12345 12345
Until money runs outs with clicks
ow Chart July
August September October November December Total
45 12345 12345 12345
818 225,818 82.50 83,382.50 83,382.50 83,382.50
638,000 198,000 500,000 0 0 0 2,509,573 15,000,000
Published on Feb 8, 2013
This was a mock campaign for a media buying class at BYU. There are many creative media buys contained herein. The artwork was borrowed from...