Jingos! Campaign Book


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Jingos! Campaign Book

  1. 1. Test MarketcampaignKarriGallagher-CalvinGrover-DanGunderson-TimO’Hollaren-JoshOjala-KelseyMcKey-KristaVoyvodic
  2. 2. Table ofcontents!Jingos! Test Market Campaign - Page 01. Executive Summary 1-22. Situation Analysis 3-283. Test Market City 29-304. Campaign Objectives 31-325. Trade Distribution Plan 336. Sales Forecast 347. Target Market Recommendation 35-428. Media 43-489. Sales Promotions 49-5710. Creative 58-6811. Budget 6912. Work Cited 7013. Appendix 71-
  3. 3. Jingos! Test Market Campaign - Page 1
  4. 4. 1. Executive summary!Jingos! Test Market Campaign - Page 2The world that surrounds us is in constant change. Time hasbecome a thing of utmost importance and our eating habitsare always in flux. When it comes to snacking, consumersare looking for something that is quick, convenient and cost-effective. In life today, there is no time for snacks that requireany type of preparation.The plan that follows is designed to create maximum awarenessof Pepperidge Farms’ new Jingos! snack crackers within Spokane,WA. Jingos! is a completely new product being released into avery competitive market that already has numerous brands inwhich consumers are loyal. The new snack will be distributedinto stores on January 1st, 2013 and will include three flavors:Fiesta Cheddar, Parmesan Garlic, and Sweet Lime & Chili.The specific audience that will be targeted in this test marketcampaign was derived from primary and extensive secondaryresearch. A few select forms of media have been chosen to reachthe audience in the most cost effective and timely manner.Each one will deliver the unique position to our audience thatJingos! withholds, while highlighting key product features. Thesefeatures will also differentiate Jingos! from its competitors inthe market. Through implementation of special promotions andadvertising strategy, our target audience will be fully engagedwith Pepperidge Farms Jingos!. All original campaign goals willbe achieved within the calendar year and Jingos! will be driveninto the hands of the consumer.
  5. 5. 2. situation Analysis!Jingos! Test Market Campaign - Page 3The MarketThe cracker market is changing and adapting in order to follow popular trends in the snacking category.As many brands transition from being a side item to a snack food, certain characteristics have changedin order to accommodate individual consumption.SIC Code:The SIC Code for the cracker industry is 2052. The specific code of 2052 applies to both crackers andcookies within the processed food categories. The code of 20 represents the “manufactured foods andkindred product”. According to the NAICS codes, cookies and crackers are categorized under 311821“cookie and cracker manufacturing.”1Market size and growth trends:The cracker market as a whole has seen an increase in demand over the last few years, with cracker salesincreasing since 2009. Total retail sales in the U.S. were $6.5 billion in 2010. The recession caused a largedecrease in sales before 2009, but sales were driven upwards as the market slowly revived. Future growthis estimated to continue as retailers are able to increase prices without hurting the demand for crackers.New choices in cracker flavors have been produced in response to the demand, which has alsoinfluenced market growth. Consumers are now buying crackers to be eaten as standalone snacks, asopposed to saltines that are usually eaten with other toppings. Flavored crackers sales grew 13.1%from 2008-2010. Sales in sweet grahams and crackers with fillings have seen the largest increase, whilesaltines have been on the decline. Although the trend is heading towards new and bold flavors, Mintelrespondents are twice as likely to try a flavor they are familiar with rather than trying something “new”or “different”. The exception to this is the under 45 demographic, which reported being more likely to trynew and bold flavors.21 North American Industry Classification System2 Mintel Crackers March 2011
  6. 6. $0$100$200$300$400$500$6002005200620072008200920102011(fore)2012(fore)2013(fore)2014(fore)2015(foreSales in Millions of Graham CrackersSales in millions$0$100$200$300$400$500$600$700$8002005200620072008200920102011(fore)2012(fore)2013(fore)2014(fore)2015(fore)Sales in Millions of Saltine CrackersSales in Millions$0$1,000$2,000$3,000$4,000$5,000$6,000$7,000$8,0002005

Sales in Millions of Other CrackersSales in MillionsJingos! Test Market Campaign - Page 4$-$200$400$600$800$1,000$1,200200520062007200820092010(est)2011(fore)2012(fore)2013(fore)2014(fore)2015(fore)Sales in Millions of Crackers with FillingsSales in Millions
  7. 7. Jingos! Test Market Campaign - Page 5Mintel finds 60% of respondents eat crackers without toppings, however, with younger respondents,that likelihood increases to 72%. Another influence is the fact that crackers are now being marketed as“snacks.” This change in marketing has helped encourage the switch to untopped crackers.Trends in grocery store channels differ depending on the type of store. Supermarket sales haveflattened since 2008 due to the recession and price increases. Since then, supermarket channel growthhas been largely driven by private labels. In 2010, volume sales increased for the first time since 2006 by1.6%. Comparatively, sales in natural supermarkets saw a 16.3% increase, and sales in warehouse clubshave also been on the rise.The substantial growth in the natural supermarket channel can be attributed to the demand for healthycrackers. Health claims have helped increase market shares by 8% from 2008-2010 for “all natural” and7% for claims like “whole grain.” 53% of respondents who buy crackers say overall healthfulness is animportant factor when making purchasing decisions.Major brands have dominated the market. More than half of Mintel respondents have reported buyingonly name brand crackers. A quarter of respondents will always buy the same name brand.Women provide a unique buying distribution in the cracker market. According to Mintel, women aremore likely to consider healthy labels. When asked what factor had the most influence on purchasingdecisions, 58% of women cited overall healthfulness to be most important. Only 47% of men sharedthis concern. Claims such as “no trans fat” or “low fat” also appeal mostly to women. In addition, pointof purchase promotions were also found to be more effective with women. Females ranked significantlyhigher than males in response rates to promotions related to purchasing new products, including freein-store samples, coupons or discounts, and special displays in stores.11 Mintel Crackers March 20110%
Which of the following would definitely convince youto try a new kind of cracker?Base: adults 18+ with internet access who buy crackersMale

  8. 8. Jingos! Test Market Campaign - Page 6Another trend in the marketplace is the decrease in households with children. According to the USCensus, the number of households with children has been decreasing since 2009. Snack and crackermanufacturers will have to tailor their products to a more adult oriented market in order to maintainsales.1Market Forecast:According to Mintel, future growth of the market will depend on the ability of retailers to increaseprices without hurting demand. Some supermarket chains have already announced their intention topass along the higher cost of ingredients to consumers for many categories of baked goods.Consumers have increasingly turned to the cheaper unit prices found in super centers and warehouseclubs during this troubled economy. This channel gained 1.5 share percentage points from 2008-10.Mintel shows growth comes primarily from warehouse clubs like Sam’s Club and Costco, which havegained share, while Walmart’s share of FDMw has declined (from 23.2% in 2009 to 21.8% in 2010).Market make-up by product type:There are many different types of crackers within our market, including general, cheese flavored,saltines, grahams, and “other” (which includes rice cakes/crackers). Saltines are the most widely con-sumed type of cracker. According to Mintel, cracker packages come in a number of different sizes, yetall are usually within a standard size. Most brands are sold in 7-9 ounce boxes, however some marketstandouts are sold in packages of 12 and 16 ounces.2Premium healthful products and private labels on the rise:As monitored by Mintel’s Global New Products Database, during the last two years, the “all natural”and “whole grain” product claims have become increasingly common in cracker launches. New pre-mium products in the cracker market place a strong emphasis on healthful claims, and in some caseseven embed the positioning into the brand name. Examples include Kraft’s new premium brand, Backto Nature, as well as Glutino, a new brand of gluten-free crackers.31 Mintel Chips, Pretzels and Corn Snacks January 20122 Mintel Crackers March 20113 Mintel Crackers March 2011
  9. 9. Jingos! Test Market Campaign - Page 7Competitive PositionProduct Quality:Based on the Mintel reports, those that are in the lowest household income group (under $25K)are more likely to buy private label or store brand crackers. That said, store brand penetration stillholds steady with even the highest income groups at approximately one third. While consumers areconsistently brand loyal and rarely stray from the brands they are familiar with, the data shows that storebrands are not considered low-quality compared to the larger labels. Brand loyalty may be a drivingfactor behind consumer choices, but that is largely due to familiarity with the brand as opposed toconceptions about quality.1Market Share:Kraft Foods Inc.:Kraft Foods Inc. dominates the market with their brand Nabisco. Nabisco is responsible for many of themajor names such as Triscuit, Ritz, Wheat Thins, and Premium. The 2010 market share of Kraft FoodsInc. accounted for $1,583,000,000.Kellogg:Two of the biggest cracker brands within the Kellogg company are Keebler and Sunshine snacks. Keeblerhas significant market share in the cracker industry with the brands Toll House and Club, in additionto having a major hold in the cookie market. Sunshine’s primary product is Cheez-it. The 2010 marketshare of Kellogg’s accounted for $1,018,000,000.Pepperidge Farms (Campbell Soup Co.):Goldfish are a major brand of the Pepperidge Farms company. They are placed in a distant third fromtheir two big competitors with a 2010 market share of $458,000,000. Despite having a smaller sharecompared to the top two manufacturers, Kraft Foods and Kellogg’s (24.8% and 38.6%, respectively),Pepperidge Farms saw the most sales growth during 2009-2010 with a 5.8% increase. Kellogg’s onlyincreased by 0.3%, and Kraft actually decreased by 1.1%.1 Mintel Crackers March 2011
  10. 10. Jingos! Test Market Campaign - Page 838.60%24.80%11.20%8.50%16.90%Kra Foods Inc.Kellogg Co.Peppridge Farms (CampbellSoup Co.)Private LabelOther2010 Market SharePercentages(8 oz)
  11. 11. Jingos! Test Market Campaign - Page 9Brand Distribution: (Safeway)PackageSizeRetailPricePrice perounceServingSizeCaloriesTest Market ProductJingos! Lime and Sweet Chili 7.5oz $3.49 $0.47 23g 130Jingos! Parmesan and Garlic 7.5oz $3.49 $0.47 23g 140Jingos! Fiesta Cheddar 7.5oz $3.49 $0.47 23g 140CrackersWheat ins Original (Nabisco) 8oz $3.99 $0.50 16g 150Triscuit Original (Nabisco) 13oz $3.99 $0.31 6g 120Ritz Original (Nabisco) 16oz $3.89 $0.24 5g 80Premium Original (Nabisco) 16oz $2.50 $0.16 16g 70Cheez it Original (Sunshine) 13.7oz $4.79 $0.35 27g 150Club Crackers Original (Keebler) 16oz $4.49 $0.28 4g 70Town House Original (Keebler) 16oz $4.49 $0.28 5g 80Goldfish Original(Peppridge Farms) 6.6oz $2.59 $0.39 5g 140CookiesOreos Original (Nabisco) 15.5oz $2.99 $0.19 34g 160Chip Ahoy! (Nabisco) 13.72oz $2.50 $0.18 33g 160Keebler Chips Delux Cookies Original 14.2oz $3.69 $0.26 30g 160Milano Original (Peppridge Farms) 6oz $3.99 $0.67 34g 180Potato ChipsLays Classics (Frito-Lay) 10.5oz $4.29 $0.41 28g 160Ruffles Original (Frito-Lay) 9.5oz $4.29 $0.45 28g 160Corn ChipsTostitos Restaurant Style (Frito-Lay) 13oz $3.99 $0.31 28g 140Mission Tortilla Strips (Mission Foods) 20oz $4.49 $0.22 28g 140PopcornOrville Redenbacher (ConAgra Foods) 26.91oz $5.99 $0.22 36g 120Pop Secret Butter (Campbell Soup Co) 9.6oz $2.79 $0.29 33g 180OtherDoritos Nacho Cheese (Frito-Lay) 17oz $4.29 $0.25 28g 140Cheetos Crunchy (Frito-Lay) 20.5oz $4.29 $0.21 28g 150Fritos Original (Frito-Lay) 14oz $4.29 $0.31 28g 160Pringles Original (Kelloggs) 6.41oz $1.99 $0.31 28g 150Rold Gold Pretzels (Frito-Lay) 16oz $3.29 $0.21 28g 110
  12. 12. Jingos! Test Market Campaign - Page 10Based on the productdistribution it is best toposition Jingos! as a snackwithin the cracker market.The estimated price perounce is $0.47, which ismore comparable to that ofchips.Nutritionally, Jingos! have acompetitive advantage overmajor chip competitors,who generally have higherfat and calorie contents.Total Fat Cholesterol SodiumTotalCarbohydrates ProteinNumber ofVarieties4g 0mg 220mg 22g 2g4g 0mg 280mg 22g 3g4g 0mg 280mg 22g 3g6g 0mg 260mg 21g 2g 134.5g 0mg 180mg 18g 3g 154g 0mg 135mg 10g 1g 121.5g 0mg 150mg 12g 1g 48g 0mg 230mg 17g 3g 133g 0mg 125mg 9g 1g 44.5g 0mg 130mg 10g 1g 55g <5mg 250mg 20g 4g 127g 0mg 140mg 24g 1g 218g 0mg 110mg 22g 2g 118g <5mg 105mg 19g 2g 2110g 10mg 80mg 21g 2g 1210g 0mg 170mg 15g 2g 1210g 0mg 160mg 15g 2g 87g 0mg 115mg 19g 2g 137g 0mg 150mg 17g 2g 62g 0mg 230mg 24g 3g 1812g 0mg 310mg 15g 2g 98g 0mg 210mg 16g 2g 1110g 0mg 250mg 13g 2g 710g 0mg 160mg 16g 2g 49g 0mg 150mg 15g 1g 101g 0mg 450mg 23g 2g 83
  13. 13. Jingos! Test Market Campaign - Page 11The ConsumerThe size of the consumer market:The Spokane Designated Market Area is the 75th largest in the United States, encompassing much ofEastern Washington and Northern Idaho. In this DMA, there are approximately 1,118,794 individuals,with a nearly even split of males and females (49.81% and 50.19% respectively). These individuals live in433,608 households, of which 67.22% are comprised of families and 32.78% are non-family households.Frequency of purchase, usage, repurchase cycle, and trial:In surveys managed by Mintel, respondents indicated that crackers were the most common salty snackfood to be consumed on a regular basis, with 74% of respondents indicating that they ate crackers ona weekly basis. This suggests that the regular weekly shopping trip will commonly include picking upsome variety of cracker to accommodate the trend of weekly consumption.Individuals under 35 are generally more likely to consume crackers as a standalone snack, as opposedto over 35s who more commonly consume crackers with a topping or as a companion to soup or salad.Under 35s tend to prefer flavored or filled crackers, while saltines are favored more by the over 35s asthey are more suited to accompany toppings or soups.Looking at an even younger market, individuals 18-24 are more likely to snack while on the go. Thismakes portable packaging and vending machine distribution a larger factor than with other age groups,who overwhelmingly snack while at home.1Definition of market by socioeconomic groups and sociopsychologicalcharacteristics:Within the Spokane DMA, over 87% of the population is white. Most have completed some level ofcollege, or at least a high school diploma or GED. Over 50% of the population is married (accounting forthe high percentage of family households) and take in an average household income of $54,149.Many individuals in this DMA can be classified as “the outdoors type,” as fishing, hunting, hiking, andother outdoor activities rank favorably among residents. Additionally, most indicated that they heldlargely conservative political views and that religious faith played a role in their lives.In regard to snacking, many admitted that snacking between meals was a common practice. Mostindicated that “healthy foods” were the preferred choice of snack food, though what qualifies as“healthy” was unspecified. Coupon offers were said to provide the most incentive for purchase, and mostindicated that they preferred to shop at specialty stores. The reason stated for this was that specialtystores carried the “best brands,” though again, these brands were unspecified.1 Mintel Crackers March 2011
  14. 14. Jingos! Test Market Campaign - Page 12Consumers’ knowledge and/or attitudes towards product category andindividual brands:More than half of Mintel respondents who buy crackers only buy name brands. A quarter of theserespondents say that they always buy the same name brands. Comparatively, 42% say that while theyalways buy name brands, they may switch brands. Only 5% say that they buy store brands.Ritz crackers are popular across all income levels, while Wheat Thins and Triscuits are more popularamong higher income demographics.Over 55s also show a strong loyalty to brands and are less likely to buy private label, demonstrating thatseniors are willing to pay for the foods they like. These individuals have likely been eating the samebrand for years and aren’t looking to break that pattern. Meanwhile, under 35s are more likely to buyprivate label crackers. Private label purchases are also more common among households that earn under$25K.Respondents whose households earn more than $50K a year are more likely to report eating flavoredcrackers, with the flavored category finding its greatest popularity among the highest earners ($150K+).Factors influencing selection:Flavor is the most prominent deciding factor, with people citing twice as often that they would purchasebased on familiarity of flavor as opposed to a “new and different” flavor.Durability, texture, and matching with other flavors were secondary concerns, though convenientpackaging was something of a larger factor among 18-24 year olds.Feedback from friends/family, in-store sampling, and coupons or discounts are all heavy influencingfactors in getting people to purchase, though in-store sampling is most effective with women.Women also appear to be more open to different types of crackers and are more likely to report eatingclub/butter crackers, wheat crackers, and flavored crackers. Because women are traditionally the familyshoppers, they tend to be more aware of the options available on retailer shelves. Additionally, womenare much more likely than men to say they buy crackers on sale, but are not necessarily more likely tobuy store brands, suggesting a stronger loyalty to brand.
  15. 15. Jingos! Test Market Campaign - Page 13Trends or recent changes in any of the above factors:Gluten-free products are becoming an increasingly prominent market. 21% of Mintel-surveyedrespondents said that “gluten-free” is something they look for when reading labels, despite the factthat less than 10% of people have a diagnosed sensitivity to gluten. This suggests that gluten-freeproducts are simply the latest thing in the healthy eating trend. Similarly, low-calorie, low-fat, andother healthier-branded snack foods are gaining popularity.Primary Research FindingsSurvey:In order to gain insight into the mind of our audience, we conducted a survey through the surveyplatform Qualtrics. Our survey focused on the snacking habits and attitudes of people ages 25-44. Webegan by asking basic questions about snack preferences and purchasing habits, and then moved ontomore detailed questions about brands and crackers.A major finding from the survey was the fact that 44 out of the 50 total respondents found themselvessnacking in between meals. Only 6 claimed to not snack in between meals. Another component ofour survey we found significant was the activities that our target audience do while snacking. Wehave shown these results in the graph below.“I think I’d buy them now that I’vetried them.”-Taste Test Participant
  16. 16. Jingos! Test Market Campaign - Page 14While we found that most respondents snack between meals, they also snack alone. 38 people saidthey usually snack alone versus the nine who said they snack with others. After getting some dataconcerning snacks as a whole, we wanted to narrow our research down to crackers. About 57% ofpeople said they preferred flavored crackers, which was slightly higher than the 43% of respondentswho said they prefer non-flavored crackers.On computer39%Reading/ Homework8%TV/ Movies37%Other16%I do not snack0%Is there anything you usually do during snacking?051015202525-34 35-44 45-54 OtherAgeAge of Respondents
  17. 17. Jingos! Test Market Campaign - Page 15Taste Test:We conducted a large scale taste test to gain insight into which of the three flavors of Jingos! are mostpreferred. We laid out samples of each of the flavors in front of the boxes so people knew what flavorthey were trying. Respondents were told they could try any or all of the flavors. We kept track of notonly which flavors were most preferred, but also which flavor they were drawn to first. Within an hourand a half we had 77 respondents participate in the taste test.As respondents would approach the table, we would offer them a chance to try each of the threeflavors, which included Parmesan Garlic, Fiesta Cheddar, and Lime and Sweet Chili. We filmed theentire exchange while other members of the team kept track of the initial choice of flavor for eachparticipant, as well as flavor preference.The results were fairly evenly distributed in terms of the three flavors. Fiesta Cheddar was first with28 participants choosing it first, followed by 26 for Parmesan Garlic and 23 for Lime and Sweet Chili.Out of the respondents who tried the Fiesta Cheddar flavor, 22 of them determined that it was theirfavorite, while only 5 of them decided it was their least favorite. One participant said that “fiesta flavorsare usually really spicy and the fact that these aren’t is a good surprise.” The other flavors were fairlyequal in terms of positive and negative responses. However, between Parmesan Garlic and Lime andSweet Chili, typically if a respondent loved one of these flavors they hated the other one. We foundthe flavors to be more of a hit or miss in terms of preference, but received an overwhelmingly positiveresponse to the Jingos! in general. Many people said that having tried Jingos!, they would be inclinedto buy them.
  18. 18. Jingos! Test Market Campaign - Page 16Dealers, Distributors, BrokersDistribution of snack crackers is done through wholesale retailers who buy them from themanufacturer then deliver to retailers. Jingos! are delivered in cases of twelve at $1.91 at wholesaleprice per unit, making each case $22.92.Competitors such as Kellogg and Nabisco use direct store-door delivery systems within the U.S.,although other distribution methods are used. Pepperidge Farms buys routes with brokers to distributethe majority of their products.11 Forbes
  19. 19. Jingos! Test Market Campaign - Page 17Advertising HistoryAdvertising Expenditures:Within the cracker market, media spending varies widely by brand. In 2009, the top two spenders bothspent more than twice what the next three brands spent.34.632.915.810.510.29.5Ad Spending 2009 in MillionsNabisco RitzSunshine Cheez-ItNabisco Wheat insPepperidge Farm GoldfishKeebler Town HouseNabisco Triscuit
  20. 20. Jingos! Test Market Campaign - Page 18Copy analysis of basic appeals being used:With their Wheat Thins Crunch Stix, Nabisco targets a very young male demographic. Mintel’sdata shows that 18-24 year olds are the most likely group to eat breadsticks, which are Crunch Stix’scompetition. Wheat Thins appear to be shoring up their market by appealing to single males 15-25.In addition, Wheat Thins probably have the most engaging advertising. Their “Twitterventions” targetpeople who mention Wheat Thins on Twitter, regardless of whether it is praise or criticism. This is avery interesting and creative approach as it is interactive and encourages users to discuss Wheat Thinsonline.Nabisco’s Ritz crackers have a much more energetic approach in their ads. Their Suburban Block Partyad features Wyclef Jean leading a marching band through a quiet suburban block party, injecting energyinto the festivities with Ritz crackers. This ad can play well with white and black viewers younger than35 who like to entertain.Nabisco takes a different approach with their Triscuits ad. Featuring a young, upscale and diverse cast,their Urban Rooftop ad focuses on a much more urban market than Ritz. Advertising whole grain ina well-to-do kitchen and a rooftop filled with plants presents a much more high class snack than othercrackers.Keebler also follows a similar upscale market for their Townhouse Flatbread Crisps with their Pop-upBook ad. The ad opens with scenes of Italian country and seasides to highlight the Italian flavor of thecrackers before featuring three women eating them while on a picnic in the city. Keebler is promotingtheir Crisps away from their brand name, and do not mention it once in the ad.Sunshine’s Cheez-Its attempt to blend both the upscale and humorous approaches in their ads. In theirCheese Inspection ads, they promote the cracker’s all natural ingredients while still creating a humoroussituation with a personified “immature” wheel of cheese.
  21. 21. Jingos! Test Market Campaign - Page 19Analysis of media patterns:$32,769
2007 SOVSunshine
$31,424$12,599$91,803$20,2032008 SOVSunshine totalKeebler totalNabisco totalPepperidge Farms total$36,458$18,762$66,928$13,4392009 SOVSunshine totalKeebler totalNabisco totalPepperidge Farms total$35,327.0
2010 SOVSunshine totalKeebler totalNabisco totalPepperidge Farms total
  22. 22. Jingos! Test Market Campaign - Page 20Nabisco:From 2007 to 2010, Nabisco’s dominance in media spending has diminished. Starting at 63.9% in 2007,Nabisco’s overall share of voice among the major cracker producers fell to 40.6% by 2010. The spaceleft by Nabisco has been taken up by the other three competitors, Sunshine, Keebler and PepperidgeFarms. Sunshine has had the most consistent yearly increases, growing from 17.1% to 28.2% in 2010.Pepperidge Farms and Keebler, now around 15%, have had more fluctuations over the same period.Sunshine:Sunshine’s media spending changed dramatically from 2009 to 2010. In 2009, it was predominantlyfocused on network TV with over 60% of their budget. Cable accounted for almost 25%, syndicationreceived 13.8% and about one percent was spent on spot TV. In 2010, network TV accounted for only36%, while cable TV received 46% of their budget. Syndication stayed relatively constant at 16.5%.Spot TV also stayed constant at 1.5%.Keebler:Keebler’s major media spending has stayed more consistent from 2009 to 2010. In 2009, 43.8%of their budget was spent on network TV, and 35.9% was spent on cable. In 2010, Keebler spent40.5% on network TV and 38.4% on cable. The main area Keebler has adjusted its spending hasbeen syndication, spending 17.8% of their budget on syndication and 2.5% on spot TV in 2009.Comparatively, in 2010 Keebler spent 7.4% on syndication, 4.3 on spot TV, and 9.4% on Sundaymagazines, a new addition.Media Mix:Nabisco has diversified and adjusted its ad spending in recent years. In 2009, Nabisco spent 50.1% oftheir budget on network TV, 37% on cable TV, 12% on syndication and 0.9% on spot TV. Network TVspending was 46.7% of Nabisco’s budget in 2010, while cable had shrunk to 14.2%. Syndication grew to34.2%, spot TV stayed relatively constant at 2.2%, and network radio, a new addition, at 2.6%.Excluding Sunshine, Keebler and Nabisco both focus on network TV as their primary medium.Cable was a strong secondary medium in 2009, but by 2010 Keebler was the only brand that kept it atconstant levels. Sunshine switched network TV for cable as their primary medium, while Nabisco cutit significantly. Syndication has also been a fluid medium. Sunshine kept their syndication spendingconstant, while Keebler cut their spending by more than half and Nabisco nearly tripled theirsyndication spending. Spot TV appears to be a small but consistent player in media budgets, mostlikely in order to reach highly targeted audience. Two unique choices were network radio for Nabiscoand Sunday magazines for Keebler.
  23. 23. Jingos! Test Market Campaign - Page 21$19,388.4
Nabisco 2010 Media MixSun. MagsNWSPNatl NWSPOutdoorNet TVSpot TVSyndicationCable$711.8
Keebler 2010 Media MixSun. MagsNWSPNatl NWSPOutdoorNet TVSpot TVSyndicationCableNet RadioNat Spot Radio$0.0
Sunshine 2010 Media MixSun. MagsNWSPNatl NWSPOutdoorNet TVSpot TVSyndicationCableNet RadioNat Spot Radio
  24. 24. Jingos! Test Market Campaign - Page 22Advertising Results:Among the techniques explored by Mintel to promote initial trial, the most effective appear to be arequest from a family member (45%), point-of-sale sampling (44%), coupon or discount (43%), andrecommendation from a family member (39%).The least effective techniques (which consumers said would not convince them to try a new cracker)include advertising in a respected magazine (43%), recommendation from a well-known chef (42%),calorie-controlled packaging (44%), and Facebook advertising (70%).Static advertisements on Facebook are less effective than ads in magazines, with less than 15% ofrespondents saying that such ads would definitely convince them to try. Consistent with general mediatrends, these types of ads are more likely to convince under 35s.1Advertising Examples: Triscuit’s rocket ad stresses its fiber content as a dietary boost.1 Mintel Crackers March 2011
  25. 25. Jingos! Test Market Campaign - Page 23This square ademphasizes the naturalaspect of Triscuits.This hunger pains ad portraysTriscuits as a significant snack,and not a light cracker.Triscuit’s swing ad is tailoredto an upscale but relaxedfemale audience.
  26. 26. Jingos! Test Market Campaign - Page 24Cheez-It is promoting its highcheese content in this ad.Ritz ties in their sponsorshipof Annika Sorenstam totheir fun ad.Ritz continues itsclever ads with anad promoting Ritzfor snacking.
  27. 27. Jingos! Test Market Campaign - Page 25Sales Promotion HistoryNabisco Ritz:Products within the Nabisco brand portfolio are often promoted through celebrity endorsements andlarge events such as Nascar and American Idol. These promotions often include a grand prize of cashand/or trip for the winner to travel to an extravagant event. For example, one promotion called forFacebook users to submit their Ritz recipe for a chance to win $20,000 and trip for two to meet GuyFieri. Additionally, Ritz (along with Nabisco sister product Chips Ahoy), had a sweepstakes in whichconsumers could enter online for a chance to win a trip for two to see an American Idol Live Tourconcert.In the digital realm, on the Ritz crackers page of the of Nabisco website there are sections thathighlight recipes using Ritz crackers, the variety of flavors of Ritz cracker products, and news aboutnew flavors and lines within the Ritz family of crackers.As for in store promotion and couponing, Ritz is often promoted at a price point of either $1.99, or 2for $6 with a coupon. Furthermore, this offer often includes another Nabisco product closely relatedto Ritz, such as Ritz Crackerfuls or Nilla Wafers. For example, Safeway offered coupons coupling RitzCrackers with Ritz Handi-Snacks or Ritz Crackerfuls at $1.99 per box.Nabisco Wheat Thins:Wheat Thins heavily uses social media to promote their brand via consumer engaging campaigns.For example, they ran the “Boldest Check-In” campaign to complement their line of bold flavoredcrackers. The main draw of the campaign was to “check-in” at the top of select Six Flags rollercoasters. Consumers were encouraged to post pictures of themselves on Instagram using the hashtag,#coasterface. As an incentive to participate, the top 10 participants with the most “likes” were awardedtwo tickets to any Six Flags theme park in the United States. 1In addition, the Wheat Thins website complements their social media campaigns by linking Twittermentions about the brand. The site also has sections that highlight Wheat Thins being 100% wholegrain, as well as its new line of flavors.Wheat Thins’ in-store promotions often offer a coupon for 2 boxes for $5, typically valid for a 5.5 to10 ounce box. Like other crackers in the Nabisco portfolio, this offer for Wheat Thins is sometimescoupled with a complementary Nabisco product. Specifically, prior Safeway coupons offered boxesof Wheat Thins or 100 calorie packs of Oreos for $1.99 (5.5 to 10 oz Wheat Thins boxes, 7.75oz Oreopackages).1 mediapost.com
  28. 28. Jingos! Test Market Campaign - Page 26Nabisco Triscuit:The Triscuit portion of the Nabisco website highlights Triscuit flavors, wine pairings and recipes withTriscuits, and the brand story. These linkages between Triscuit and wine are key to the Triscuit brandpositioning and promotional strategy. This positioning is further emphasized through a featured appcalled Triscuit Small Plates, which pairs each flavor of Triscuit with the most compatible wine variety.Triscuits have also been promoted on Facebook. Triscuit marketers wanted people to reconsidereating un-topped Triscuits. Their latest ad campaign features a dramatized consumer redress. Inorder to launch the campaign, they gave consumers the chance to receive one of 15,000 free boxes(or one of 112,000 coupons redeemable for one free box) for writing a letter of complaint on www.ToppersTantrum.com or www.facebook.com/triscuit. According to the Triscuit Facebook page, 91,899“complaints” were filed.As for in store promotions and coupons, Safeway had coupon offers of 2 boxes for $6(13 oz box).
  29. 29. Jingos! Test Market Campaign - Page 27Keebler Club:Though Keebler Club is a popular brand in the product category, Keebler’s promotional budget islargely focused on cookies and sweet snacks. This positioning is evidenced by their website layout andcopy, listing “Cookies, Crackers, and other Goodies” for the their navigation menu and for SearchEngine Optimization. The main landing page (as of October 2012) features Keebler’s sponsorshipwith the American Red Cross with a graphic about their “Be A Good Cookie” campaign. The crackerssection of the website lists all of Keebler’s products in the cracker segment. When a user clicks throughto the product a complementary recipe idea is shown in the right hand column next to the product.Safeway coupons in the Spokane DMA during September offered 12 count variety packs of Keeblercookies with Cheez-It crackers (4 bags), 2 for $8. In the same flyer, there were coupons for $1.99 for 6to 7 oz boxes of Cheez-It (or Keebler fudge shoppe cookies).Sunshine Cheez-It:Cheez-It recently promoted its new line extension, Cheez-It BIG, with a “Big Hand Model Search,” inwhich Facebook users submitted photos of their “epically big hand.” Cheez-It promoted the contest ontheir Facebook page, saying “Submit your photo and you could get your hands on the most desirableaccessory ever made... the Cheez-It wallet with $10,000.” According to the Cheez-It Facebook page,from the start of the promotional period (7/9/12 to 9/6/12), a total of 974 Facebook users submitted anentry.On the Cheez-It website, Cheez-It BIG is featured along with specialty flavors and shapes of Cheez-It(e.g. Mozzarella or Amazing Spiderman). Web site visitors can also view Cheez-It products, specialoffers, Box Office (which shows their TV spots) and a section for “Cheese Fans,” which documents thebrand’s Facebook postings and highlights the various lines of cheese flavored crackers.In regards to in-store promotions and couponing, Cheez-Its are often promoted at a price point of2 boxes for $5 (9.75 - 13.7 oz). Additionally, Cheez-It offers are sometimes coupled with Keeblerproducts as they are both within the Kellogg’s brand portfolio. Typically this brand linkage ispromoted through coupons of Cheez-It and Keebler cookie variety packs ($3.99 for a 12ct package).
  30. 30. Jingos! Test Market Campaign - Page 28SWOTStrengths:One of the largest strengths we have is the fact that Jingos! are seasoned twice. This sets us apart fromour competitors and also provides a unique and bold flavor. Another large advantage we have overother new products is that we come from an already established brand, Pepperidge Farms. PepperidgeFarms is already considered a leader in the cracker industry. Not only do Jingos! offer bold flavor, buttheir small size allows for increased snackability. Finally, the fact that Jingos! are always baked with noartificial preservatives increases their healthiness among other products in the market.Weaknesses:Price is often a large factor when purchasing crackers. Unfortunately, Jingos! are priced slightly higherthan most other brands. They also have a smaller package than other brands, resulting in a higherprice for less product. Although Jingos! come in three unique and bold flavors, there are only three.This limits our opportunity to reach a wider audience who have more flavor preferences.Opportunities:The flavors that are offered for Jingos! are unique. They are not commonly seen among other crackerbrands, which gives us an opportunity to move a step ahead in the market. Flavored crackers arebecoming immensely popular. These are the kinds of crackers that are being bought, which is great forour product. Finally, crackers can be positioned against other snack foods in a way that puts us aheadin the category.Threats:Since we are a new product, we are not known in the market, which gives us a challenge. There aremany other crackers that are already established in the market. Furthermore, if consumers were towant a topped cracker, the bigger sized crackers would be purchased instead of Jingos!. One of thebiggest threats that we face is the sheer quantity of products in our market. There is a plethora of snackfoods out there with which we will have to compete with. Additionally, we share the market with threeleading companies who are very established and successful, who pose a strong threat to our productand brand.
  31. 31. Jingos! Test Market Campaign - Page 293.Recommended Test Market!Spokane, WASpokane, WA was chosen for ourtest market. Spokane’s demographicmake-up is very similar to thenation as a whole, making it a “littleAmerica.” This is important so thatJingos! performance in Spokane canbe extrapolated to a national release.The gender distribution is comparableto the US as a whole and changes only0.60% when applied to the Spokanearea. The education of people over25 in the DMA was also comparablewith the exception of the “SomeCollege” category which increasedsignificantly in the target market. Thebiggest discrepancy was within therace category. Spokane has a 87.97%white population which is 15.57%higher than the national average.However, white people are the highestconsumers among flavored crackerswhich works out well for Jingos!.Spokane USAPopulation 1,118,794 308,745,326GenderMale 49.80% 49.20%Female 50.20% 50.80%Age0-14 19.30% 19.83%15-24 15.05% 14.13%25-34 12.61% 13.30%35-44 11.53% 13.30%45-54 13.76% 14.58%55-64 13.08% 11.82%65+ 14.65% 13.04%Education Age 25+Less than 9th grade 3.67% 5.10%Some High School 7.43% 7.32%High School Graduate 29.32% 30.72%Some College 25.87% 16.97%Associate Degree 10.07% 9.45%Bachelors Degree 15.42% 19.49%Masters Degree 5.55% 7.95%Professional School 1.55% 1.48%Doctorate Degree 1.11% 1.52%Hispanic or LatinoHispanic or Latino 7.90% 16.30%Non Hispanic or Latino 92.10% 83.70%Race ClassificationWhite Alone 87.97% 72.40%Black Alone 1.21% 12.60%American Indian andAlaskan Native Alone 2.34% 0.90%Asian Alone 1.63% 4.80%Native Hawaiian andOther Pacific IslanderAlone 0.14% 0.20%Some Other Race Alone 3.73% 6.20%Two or More Races 2.98% 2.90%
  32. 32. Jingos! Test Market Campaign - Page 30
  33. 33. 4.Campaign objectives!In order to reach optimal success in our test market campaign, we have established six objectives basedoff of the information we gathered in both our primary and secondary research. Upon completionof the following objectives, we will have executed a full test market campaign for Pepperidge FarmsJingos!.1. Achieve product distribution in at least 60% of grocerystores within the given test marketWithin our target DMA, there is a total of 166 grocery stores. Following the establishment of our goalof reaching 60% distribution within those stores, we chose 6 different grocery retailers, for a total of 72stores that will carry Jingos!. Retailers chosen include Safeway, Albertson’s, Fred Meyer, Yokes, Super 1Foods, and Rosauers. With these retailers, we will have covered 60.9% of the total market share.2. Maintain a budget which is not to exceed $66,254.98Our total sales forecast is projected to reach $171,624.96. After considering how much of our salesforecast we wanted to allocate to our budget, we decided on 60%, equalling $102,974.98. Aftersubtracting $36,720 in slotting fees, we reached our final budget of $66,254.98. Once we came toour final budget, we then narrowed it further into two different sections. One would allocate 60% tomedia buying ($39,752.99), and the other would allocate 40% to promotions ($26,501.99). With thisbreakdown, we expect to stay within our projected budget.3. Advertise Jingos! through television, radio, outdoor, andonline mediaIn order to reach optimal success in our test market campaign, we have established six objectives basedoff of the information we gathered from both primary and secondary research. Due to the variety ofmediums used, we are confident that our audience will be reached while also remaining cost-efficient.Jingos! Test Market Campaign - Page 31
  34. 34. Jingos! Test Market Campaign - Page 324. Reach a maximum level of Gross Rating Points(Approximately 300-400 GRPs/week) within the first phaseof the campaignBecause Jingos! is a new product in the market, we want to get our product to the consumer as quicklyas possible. We will also want to accomplish this task in the most effective way we can. Within the firstthree months of this test market campaign, we will strive to achieve 300-400 GRPs per week. Throughthe use of all our media outlets, our advertisements will deliver our message directly to our targetaudience, while also informing them of our in-store and out of store promotions.5. Establish a constant theme that will be maintainedthroughout our campaign for the Jingos! brandWe are entering a market that consists of numerous different brands that are already establishedproducts. Our consumers are well aware of these products and they have their preferences. However,one thing that we have to our advantage is the fact that the Pepperidge Farms name is within thatgroup of established brands. In order to introduce our new Pepperidge Farms product, we mustposition ourselves in a unique fashion. Thus, we will maintain a Unique Selling Point that will giveJingos! an image that will be recognizable to our target audience among other established products.
  35. 35. Jingos! Test Market Campaign - Page 335. Trade distribution plan!There are a total of 166 total supermarket stores within the Spokane DMA, including major names likeSafeway and Albertson’s. Of these stores, we have decided to target 72 of them specifically for Jingos!for our test market campaign. Our goal is to reach a minimum of 60% all commodity volume, which ispossible through our decided stores. 1Slotting FeesSlotting fees will be necessary in order to get Jingos! into each of the selected stores. The averageslotting fee in the Northwest area is $170 per item. Since there are 3 different flavors of Jingos!, theslotting fee will triple for each store.(170 x 3) x 72 = $36,720With the stores selected and the slotting fees accounted for, the 60.9% all commodity volume withinthe Spokane DMA will provide a significant distribution across our target market.1 Lifestyle Market AnalysisStore Market Share Store CountAlbertsons 12.40% 13Fred Meyer 7.30% 5Safeway 20.70% 27Rosauers 10.30% 14Super 1 Foods 3.40% 4Yokes 6.80% 9Total 60.90% 72
  36. 36. Jingos! Test Market Campaign - Page 346. sales forecast!In order to figure out a projected sales forecast we determined the wholesale cost, projected casemovement and store count. The stores were calculated based off of market share. We calculated it allfor the full 52 weeks to determine the sales forecast for the year.Wholesale cost = $1.91 per boxCase = 12 boxesSales goal = 2 casesStore count = 7252 weeks(1.91(2 x 12)) x 72 x 52= $171,624.96Sales Forecast =$171,624.96
  37. 37. Jingos! Test Market Campaign - Page 35Using data from Simmons Choices 3, we put together an ideal target market for Jingos!. Our researchrevealed that the best target market for Jingos! are white women between the ages of 25 and 44 yearsold.Cracker consumption by raceWhen studying cracker consumption by race, we found that whites and blacks are the heaviestconsumers. Whites and blacks both scored in the low 80s for vertical percentage. 82.2% of blacksreported eating crackers, with an index of 99. Whites were slightly higher at 84.5% and an index of102.Flavored cracker consumption by raceWhites are also the largest consumers when it comes to flavored crackers, coming in at 7.3% with anindex of 110. Once again, blacks came in second but at significantly lower percentages than whites.Only 4.9% of blacks reported eating flavored crackers with an index of 74. Although blacks and whiteshad similar results for overall cracker consumption, whites clearly are the heaviest consumers offlavored crackers, specifically.ALLRACES WHITEAFRICANAMERICAN ASIANSOME OTHERRACENOT WHITEOR BLACKVertical 100% 100% 100% 100% 100%Index 100 100 100 100 100Eat Crackers: YES Vertical 82.93% 84.47% 82.22% 64.97% 77.64% 72.82%Index 100 102 99 78 94 88Eat Crackers: NO Vertical 16.04% 14.44% 17.06% 34.41% 21.17% 26.21%Index 100 90 106 215 132 1637. Target marketrecommendation!
  38. 38. Jingos! Test Market Campaign - Page 36ALLRACES WHITEAFRICANAMERICAN ASIANSOME OTHERRACENOT WHITEOR BLACKVertical 100% 100% 100% 100% 100%Index 100 100 100 100 100BUTTERFLAVOREDCRACKERS Vertical 8.08% 8.63% 7.62% 3.71% 5.25% 4.66%Index 100 107 94 46 65 58CHEESEFLAVOREDCRACKERS Vertical 10.68% 11.46% 9.95% 5.00% 6.59% 5.98%Index 100 107 93 47 62 56OTHER FLAVSNCKCRACKRS(ONION, BBQ, ETC) Vertical 6.68% 7.33% 4.92% 4.20% 3.84% 3.98%Index 100 110 74 63 57 59GRAHAM Vertical 16.35% 18.08% 9.62% 11.20% 11.17% 11.18%Index 100 111 59 68 68 68MELBA TOAST Vertical 3.25% 3.19% 3.32% 3.15% 3.76% 3.53%Index 100 98 102 97 116 109OAT Vertical 1.45% 1.46% 1.36% 1.30% 1.57% 1.46%Index 100 101 94 90 108 101RYE Vertical 2.70% 2.89% 1.33% 3.42% 2.31% 2.73%Index 100 107 49 127 86 101SALTINES Vertical 13.73% 14.55% 11.57% 7.64% 11.76% 10.19%Index 100 106 84 56 86 74WHEAT Vertical 12.12% 13.21% 9.07% 6.85% 8.06% 7.60%Index 100 109 75 57 67 63Cracker consumption by ageAccording to Simmons, 84.3% of adults ages 35-44 answered “yes” to eating some type of cracker. Thisage group also had an index of 102. Adults between the ages of 25-34 had a similar result, at 80.1%.Although adults ages 55 and above have a higher vertical percentage and index, they typically do noteat many flavored crackers.ALLAGES 18 - 24 25 - 34 35 - 44 45 - 54 55+Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100Eat Crackers: YES Vertical 82.93% 77.65% 80.11% 84.33% 80.65% 86.66%Index 100 94 97 102 97 105Eat Crackers: NO Vertical 16.04% 21.13% 19.57% 14.43% 17.99% 12.30%Index 100 132 122 90 112 77
  39. 39. Jingos! Test Market Campaign - Page 37Preferred cracker consumption by ageWhen looking into specific types of crackers, adults 35-44 are most likely to eat “other types” ofcrackers, which is the category in which Jingos! falls. Within that age range, there was a verticalpercentage of 8.4% and an index of 126, the highest among that category. Adults 25-34 fell slightlybehind 35-44 year olds, at 5.7%.Cracker consumption by genderWomen eat more crackers than men, but men are not far behind. According to Simmons, 84.4%of women said they eat crackers, with an index of 102. Comparatively, 81.4% of men said they eatcrackers at an index of 98.18 - 24 25 - 34 35 - 44 45 - 54 55+Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100BUTTERFLAVOREDCRACKERS Vertical 8.08% 8.62% 9.14% 9.68% 8.89% 6.05%Index 100 107 113 120 110 75CHEESEFLAVOREDCRACKERS Vertical 10.68% 10.68% 9.67% 10.95% 12.28% 10.09%Index 100 100 91 103 115 94OTHER FLAVSNCKCRACKRS(ONION, BBQ, ETC) Vertical 6.68% 7.17% 5.65% 8.39% 7.27% 5.78%Index 100 107 85 126 109 86GRAHAM Vertical 16.35% 16.77% 16.38% 19.48% 17.39% 13.93%Index 100 103 100 119 106 85MELBA TOAST Vertical 3.25% 2.73% 3.01% 3.28% 3.73% 3.23%Index 100 84 93 101 115 99OAT Vertical 1.45% 2.21% 1.14% 1.37% 1.84% 1.16%Index 100 153 78 95 127 80RYE Vertical 2.70% 3.53% 1.41% 2.32% 3.28% 2.91%Index 100 131 52 86 122 108SALTINES Vertical 13.73% 13.74% 15.33% 17.68% 13.73% 10.85%Index 100 100 112 129 100 79WHEAT Vertical 12.12% 10.93% 11.18% 12.74% 10.31% 13.71%Index 100 90 92 105 85 113
  40. 40. Jingos! Test Market Campaign - Page 38MALE FEMALEVertical 100% 100%Index 100 100Eat Crackers: YES Vertical 82.93% 81.40% 84.36%Index 100 98 102Eat Crackers: NO Vertical 16.04% 17.35% 14.80%Index 100 108 92Preferred cracker consumption by genderIn regard to flavored crackers, once again men are slightly behind women in terms of consumption. Ofthe men surveyed, 6.5% said they eat other flavor crackers at an index of 97. Percentages of women areslightly higher at 6.9% and a 103 index.11 Simmons Choices 3MALE FEMALEVertical 100% 100%Index 100 100BUTTERFLAVOREDCRACKERS Vertical 8.08% 7.76% 8.38%Index 100 96 104CHEESEFLAVOREDCRACKERS Vertical 10.68% 10.43% 10.92%Index 100 98 102OTHER FLAVSNCKCRACKRS(ONION, BBQ, ETC) Vertical 6.68% 6.49% 6.87%Index 100 97 103GRAHAM Vertical 16.35% 15.05% 17.57%Index 100 92 107MELBA TOAST Vertical 3.25% 3.02% 3.46%Index 100 93 107OAT Vertical 1.45% 1.42% 1.48%Index 100 98 102RYE Vertical 2.70% 2.44% 2.94%Index 100 90 109SALTINES Vertical 13.73% 13.80% 13.66%Index 100 100 100WHEAT Vertical 12.12% 11.53% 12.67%Index 100 95 105
  41. 41. Jingos! Test Market Campaign - Page 39Target Audience CharacteristicsHousehold SizeOur target audience is most likely to live in a household with four people in it. According to Simmons,27% of our target audience live in a four person household with an index of 157. Simmons alsorevealed that after four person households, our target audience is most likely to be living in either athree or five person household. Three person households had a percentage of 20% with an index of113, and five person households came in at 15% and an index of 181, the highest index of all. Thetarget audience is least likely to be living in a two person household, as shown by the numbers of 22%and an index of 62.Children in householdAccording to Simmons, most respondents said they had no children, at 34%. However, such a lowindex of 54 indicates that our target audience is much more likely to in fact have children. Percentagesof respondents that said they had one, two or three children came it at 20%, 27% and 13%, respectively.While these percentages are less than that for no children, their indexes come to 136, 201 and 210,respectively. Therefore, our target audience is most likely to have two children.WHITEAND(AGE:25 - 34 ORAGE: 35 - 44)Vertical 100%Index 100ONE Vertical 13.24% 6.93%Index 100 52TWO Vertical 35.46% 21.96%Index 100 62THREE Vertical 17.79% 20.02%Index 100 113FOUR Vertical 17.03% 26.68%Index 100 157FIVE Vertical 8.49% 15.36%Index 100 181
  42. 42. Jingos! Test Market Campaign - Page 40Further research revealed that these children are likely to be very young. 10% of respondents reportedhaving a one year old child, with an index of 229. Three years old was the next highest reported age at9% and an index of 233.EmploymentWithin our target market, 71% of people surveyed by Simmons said they are employed. Breakingthis down, 56% are employed full time and 16% are employed part time. The index for part timeemployment is higher than full time employment at 138, compared to 111. Also important to note,17% reported being homemakers with an index of 275.WHITEAND(AGE:25 - 34 ORAGE: 35 - 44)Vertical 100%Index 100NONE Vertical 62.10% 33.67%Index 100 54ONE Vertical 14.54% 19.84%Index 100 136TWO Vertical 13.45% 26.98%Index 100 201THREE Vertical 6.02% 12.60%Index 100 210WHITEAND(AGE: 25 -34 OR AGE: 35 -44)Vertical 100%Index 100EMPLOYED FULLOR PART TIME Vertical 61.52% 71.38%Index 100 116EMPLOYED FULLTIME (30+ HOURS) Vertical 50.20% 55.73%Index 100 111NOT EMPLOYED Vertical 38.48% 28.63%Index 100 74HOMEMAKER Vertical 6.34% 17.41%Index 100 275EMPLOYED PARTTIME (<30 HOURS) Vertical 11.32% 15.65%Index 100 138
  43. 43. Jingos! Test Market Campaign - Page 41Preferred CrackersOriginal Wheat Thins are the most popular cracker amongst our target audience, at 10% ofrespondents and an index of 151. Next are Ritz at 9% and an index of 139. Keebler Town Housefollows at 9%, with a slightly higher index of 148. Keebler Club is roughly similar at 9% and an indexof 140. Nabisco Honey Maid Grahams have an expected decrease at 8% and an index of 130. NabiscoTriscuits fall barely behind at 8% and an index of 128. Pepperidge Farms Goldfish, while at 8%, have ahigher index at 141. Sunshine Cheez-Its fall into the bottom end at 6% with an index of 137.WHITEAND(AGE: 25 -34 OR AGE: 35 -44)Vertical 100%Index 100NABISCO WHEATTHINS (ORIGINAL) Vertical 6.85% 10.32%Index 100 151NABISCO RITZ(ORIGINAL) Vertical 6.68% 9.28%Index 100 139KEEBLER TOWNHOUSE (ORIGINAL) Vertical 5.86% 8.69%Index 100 148KEEBLER CLUB Vertical 6.16% 8.64%Index 100 140NABISCO HONEY MAIDGRAHAMS Vertical 6.43% 8.34%Index 100 130NABISCO TRISCUITS Vertical 6.12% 7.83%Index 100 128PEPPERIDGE FARMGOLDFISH Vertical 5.53% 7.82%Index 100 141SUNSHINE CHEEZ-IT Vertical 4.37% 5.99%Index 100 137
  44. 44. Jingos! Test Market Campaign - Page 42Individual IncomeAmong respondents in our target audience, 40% stated their annual income was over $30,000. Thehighest specific bracket for our target audience was $25,000 to $49,999 at 27% of respondents. Thisincome bracket also had a higher index than the over $30,000 category, coming in at 132 compared to111.As stated before, blacks scored very closely to whites in terms of cracker consumption, witha difference of only 2%. Blacks could have been a potential target audience, but when crackerconsumption is broken down by types, whites are significantly more likely to eat flavored crackers.Again, they had a very small difference in terms of percentages, however the index numbers revealedthat whites are by far the heaviest consumers.Another possible target could have been people over the age of 55 as they reported the highest rates ofcracker consumption. However, when we looked into the types of crackers each age group preferred,the data revealed that over 55s do not eat flavored crackers.In regard to gender, men and women are very close in terms of both overall consumption as wellas consumption of flavored crackers. We chose to target women because they had slightly higherpercentages and index numbers than men.WHITEAND(AGE:25 - 34 ORAGE: 35 - 44)Vertical 100%Index 100$30,000 OR MORE Vertical 36.52% 40.59%Index 100 111$25,000 - 49,999 Vertical 20.66% 27.26%Index 100 132Target audiences considered but notrecommended
  45. 45. Jingos! Test Market Campaign - Page 438. Media!Media objectivesThe goal for media purchases is to increase awareness within our designated market audience anddrive consumers to buy Jingos! in stores. Jingos! will be promoted within a variety of differentmedia in order to successfully integrate itself into the Spokane market. • Target white women between the ages of 25-44 • Allocate the media of television, radio, online, and out of home in order to maximize impressions • Use a cost efficiency plan to make purchase decisions based off of CPM and CPP • Reach 300-400 weekly GRPs for the first two months of the campaign in order to make a big impact on the market right away35%30%25%TelevisionRadioOut of HomeMedia Budget Allocation
  46. 46. Jingos! Test Market Campaign - Page 44Media QuintilesPrime Time TVIn terms of prime time TV viewership, our target audience ranks as moderate consumers. Even though17% fall into the highest quintile, 23% are in the second highest category with the highest index of 116.The middle quintile accounts for 21%, and the fourth and fifth quintiles take 20% and 18%, respectively.According to this data, our target audience are above average viewers of prime time TV. The largestsection of respondents are focused in the second and third quintiles, and while the highest quintile doesnot have a very high percentage, there is a decline in the lower quintiles. These numbers indicate thatprime time TV consumption is at a higher rate.The specific shows we have chosen to advertise on are Grey’s Anatomy, Big Bang Theory, TLCPrimetime and ABC Family Primetime. Grey’s Anatomy and Big Bang Theory were ranked first andsecond for our target audience based on the data we acquired, while TLC was watched by 26% ofrespondents in our target audience according to Simmons and ABC Family accounted for 23% of ouraudience. Both had similar indexes of 143 and 141, respectively. Grey’s Anatomy and Big Bang Theoryboth have a CPM of $74.93, even with shows with lower impressions like The Voice and Survivor. TLChas the lowest CPM at $68.30. ABC Family, with the largest amount of impressions, has the highestCPM at $92.29.Drive Time RadioDrive time radio is fairly popular within our target audience. The first and second quintiles both comein at 21%, and the middle quintile accounts for 27%. The fourth and fifth percentiles only comprise 15%each, with much lower indexes at 77 and 76. The indexes for the top three are 105, 106 and 135.Even though the middle quintile is the largest, drive time radio consumption is higher among ourtarget audience than average.WHITEAND(AGE: 25 - 34OR AGE: 35 - 44)Vertical 100%Index 100QUINTILE 1 Vertical 19.98% 17.53%Index 100 88QUINTILE 2 Vertical 19.99% 23.11%Index 100 116QUINTILE 3 Vertical 19.99% 20.77%Index 100 104QUINTILE 4 Vertical 19.98% 20.43%Index 100 102QUINTILE 5 Vertical 20.06% 18.16%Index 100 91
  47. 47. Jingos! Test Market Campaign - Page 45We selected KBBD and KISC for our radio advertising. On KBBD we selected the 10:00 am to 3:00 pmand 3:00 am to 7:00 pm dayparts. Those provided us with CPMs of $2.89 and $3.44, respectively. OnKISC we selected the 6:00 am to 10:00 am and 10:00 am to 3:00 pm dayparts. Those CPMs came to$3.24 and $2.70. We considered KXLY for the same dayparts as KISC, but KXLY’s CPMs were higher at$3.41 and $3.57.Out of HomeOverall, our target audience are usual consumers of outdoor advertising. The highest quintile foroutdoor advertising accounts for 24% of respondents with the highest index of 121. The secondquintile contains 20% of respondents, while the third and middle quintile has 21%. The fourth and fifthquintiles account for 19% and 16%, respectively, and both have indexes less than 100.Through Lamar Outdoor, we selected six billboards in the Spokane area for a flight of 4 weeks.Stationed along major roadways, the #25 run offered by Lamar gives us an estimated 14760 impressions,which for the cost of $6000 dollars results in an efficient $2.46 CPM. While we considered purchasing alarger number of billboards, prices began to exceed $10,000, which would have ultimately consumed fartoo large a percentage of our budget to be advisable.WHITEAND(AGE: 25 - 34OR AGE: 35 - 44)Vertical 100%Index 100QUINTILE 1 Vertical 19.99% 21.02%Index 100 105QUINTILE 2 Vertical 19.97% 21.26%Index 100 106QUINTILE 3 Vertical 19.97% 26.97%Index 100 135QUINTILE 4 Vertical 19.97% 15.41%Index 100 77QUINTILE 5 Vertical 20.10% 15.35%Index 100 76WHITEAND(AGE: 25 - 34OR AGE: 35 - 44)Vertical 100%Index 100QUINTILE 1 Vertical 19.98% 24.08%Index 100 121QUINTILE 2 Vertical 19.94% 19.72%Index 100 99QUINTILE 3 Vertical 19.98% 21.11%Index 100 106QUINTILE 4 Vertical 19.99% 19.23%Index 100 96QUINTILE 5 Vertical 20.11% 15.86%Index 100 79
  48. 48. Jingos! Test Market Campaign - Page 46Cost Efficiency AnalysisTime/Program Circulation/Impressions Cost CPMNetwork TelevisionKXLY Greys Anatomy 20000 $1,499 $74.93KREM Big Bang eory 19000 $1,424 $74.93KHQ e Voice 18000 $1,349 $74.93KXLY Modern Family 18000 $1,349 $74.93KREM Survivor 17000 $1,274 $74.93Cable TelevisionComcast TLC Primetime 205000 $3,000 $68.30Comcast ABC FAM Primetime 285000 $3,500 $92.29RadioKBBD 10a-3p 19 AQH $55 $2.893a-7p 16 AQH $55 $3.44KISC 6a-10a 17 AQH $55 $3.2410a-3p 24 AQH $55 $2.70KXLY 6a-10a 14 AQH $50 $3.576a-10a 22 AQH $75 $3.41OOHBillboard 1 panel/4 wk 2460 $1,000 $2.46Billboard 6 panels/4 wk 14760 $6,000 $2.46Transit King 21 units/1 month 922800 $6,825 $7.40Transit King 21 units/3 months 2768400 $19,530 $7.05Transit Queen 21 units/1 month 922800 $5,250 $5.69Transit Queen 21 units/3 months 2768400 $15,120 $5.46NWSPSpokesman-Review Monday 24514 $1,997.70 $81.49Spokesman-Review Tuesday 24514 $1,951.20 $79.60Spokesman-Review Wednesday 24514 $3,085.80 $125.87Spokesman-Review ursday 24514 $2,454.00 $100.11Spokesman-Review Friday 24514 $2,460.30 $100.36Spokesman-Review Saturday 24514 $2,942.40 $120.02Spokesman-Review Sunday 24514 $3,254.70 $132.77
  49. 49. Jingos! Test Market Campaign - Page 47Media Flowchart1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30TelevisionKXLY (Greys Anatomy)Cost $(000) 1.50 1.50 1.50 1.50GRP 74.00 74.00 74.00 74.00KREM (Big Bang eory)Cost $(000)GRPFAM PrimetimeCost $(000) 0.88 0.88 0.88 0.88GRP 29.75 29.75 29.75 29.75RadioKBBD-FMCost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13GRP 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85KISC-FMCost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13GRP 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38Out of HomePermanent BillboardsCost $(000) 1.50 1.50 1.50 1.50GRP 54.00 54.00 54.00 54.00Bus PanelsCost $(000) 1.31 1.31 1.31 1.31GRP 107.86 107.86 107.86 107.86MonthlyTotalCost $(000) $3.38 $3.38 $3.38 $3.38 $1.69 $1.69 $1.69 $1.69 $0.38 $0.38 $0.38 $0.38 $0.38 $0.88 $0.88 $0.88 $0.88 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25GRP 276.85 276.85 276.85 276.85 256.71 256.71 256.71 256.71 148.85 148.85 148.85 148.85 148.85 29.75 29.75 29.75 29.75 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23January February March April1/wk for 4 weeksMay June5 ads per day 6x over 3 months 10am - 3pm5 ads per day 9x over 3 months 10am - 3pm 5 ads per day 6x over 3 months1/month5 ads per day 9x over 3 months 10am - 3pm21 Queen Ads6 billboards
  50. 50. Jingos! Test Market Campaign - Page 481-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31$6.00296.000.71 0.71 0.71 0.71 0.71 0.71 $4.2735.00 35.00 35.00 35.00 35.00 35.00 210.00$3.50119.000.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.7743.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 1995.110.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.7755.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 2519.92$6.00216.00$5.25431.44$0.25 $0.25 $0.25 ##### $0.71 $0.71 $0.71 $0.71 $0.71 $0.97 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.00 $0.00 $0.00 $0.00 $0.00 $36.5699.23 99.23 99.23 99.23 35.00 35.00 35.00 35.00 35.00 134.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 0.00 0.00 0.00 0.00 0.00 5787.47YearlyTotalJuly August September1/2 wks for 6 weeksOctober November December5 ads per day 6x over 3 months5 ads per day 6x over 3 months
  51. 51. Jingos! Test Market Campaign - Page 499. sales Promotions!Promotional objectivesGet 155,000+ people to try Jingos in storeSell 6,800+ boxes of Jingos via coupon redemption 6,200+ boxes via in-store coupons 65+ boxes via coupons from Spokane Women’s Show 500+ boxes via coupons from Bloomsday Trade ShowPromotional techniquesConsumers cite that some of most effective means of convincing them to engage in initial trial of a newproduct are requests from a family member (spouse/sibling/child wanted to try) (45%) point-of-salesampling (44%), coupons or discounts (43%), and recommendations from a friend (32%).As for our demographic in particular, we believe these strategies will be effective as 48% of females sayan in-store sample would definitely convince them to try a new product and 48% of females say that acoupon would definitely convince them to try a new product. Additionally, under 45s are more likelyto say that recommendations from family and friends would definitely convince them to try a new kindof cracker.Based on this data, we believe that the most effective and efficient sales promotion techniques will mixsampling, couponing, and socially based recommendations. As such we have allocated 59.12% of thepromotional budget towards sampling, 38.35% towards couponing, and the remaining 2.53% towardsdriving traffic to Jingos’ social media presence.You may notice that our proposed sampling budget is slightly disproportionate to its effectiveness indriving consumers to buy new products. Due to the difficulty of producing requests to family membersor recommendations from friends, we suggest that getting people to try Jingos may be the inspirationneeded for them to request them from family and/or recommend them to a friend. Again, this is keybecause word-of-mouth referral is an important means of increasing awareness that proves mosteffective among consumers under the age of 45. 11 Mintel Crackers March 2011
  52. 52. Jingos! Test Market Campaign - Page 50Promotional weightOur media plan and promotional tactics will work in tandem to produce overall campaigneffectiveness. At the beginning of the campaign, we suggest offsetting the in-store sampling events1-2 weeks after bouts of high-frequency advertising across multiple mediums, giving the prospect achance to experience the spots and thus be somewhat familiar with Jingos and our campaign. Due tothe prospect’s heavy and recent exposure to spots, we believe that their familiarity with the product willmake them more likely to try and buy the product.Phase 1: In-store Sampling and CouponingDriving consumers to engage in product trial is key to the initial phase of sales promotion. Throughsampling and distributing in-store coupons promotion events, we can get the prospect to experiencethe bold, savory flavor of Jingos. Along with sampling the product, we will encourage prospects to takea $1 off coupon, enticing them to buy the product before they leave the store that day. This produces anadded benefit, allowing the prospect to not only realize that Jingo’s taste very good, but that they canget a box for less cost than competing products.These initial techniques will directly address barrier to entry, a key problem to solve during a testmarket campaign. Specifically, this will help accomplish our objective of getting 155,000+ people totry Jingos and yield 6000 boxes towards our objective of selling 6800 boxes via coupon redemption.Furthermore, by combining sampling and coupon, we can take the prospect out of the market forcompeting products, and thus snare sales and market share.Phase 2: Event Based CouponingAfter the initial push of sampling and couponing, our promotional activities will be gauged towardsbeing at the places women in Spokane go, such as the Spokane Women’s Show (estimated 6900attendees, 85% women 25-44) and the Bloomsday Run (we estimate upwards of 100,000 attendees,18,000+ of which will be females from Spokane registered for the race). Though not explicitlymentioned in our traditional advertising, both of these events are at a time when our second TVadvertising push is running or just complete. Additionally, Bloomsday is right after our radio mediabuys ramp back up. This reminder from TV and/or radio advertising will produce renewed familiaritywith the product and thus make prospects more like to take and redeem coupons.
  53. 53. Jingos! Test Market Campaign - Page 51Spokane Women’s ShowThe first event we suggest promoting Jingos at is the Spokane Women’s Show (April 19-21, 2013).Though the amount of attendees (6,900 estimated) is not extravagant as an event like Bloomsday, weestimate that the target audience will make up majority of attendees (estimated 5,865 females aged 25-44).Due to the high percentage of female attendees we anticipate this promotional event being one ofthe most cost effective parts of the sales promotion plan. At this event we suggest distributing $1 offcoupons that will entice the prospect to buy Jingos rather than a competing product, yielding around70 of the projected 6800 boxes purchased via coupon redemption.An added benefit of this particular event is the nearby Susan G. Komen Race for the Cure, whichoccurs the Sunday of the Women’s Show (April 21, 2013). The Race for the Cure is located less than15 minutes walking distance from the Spokane Women’s Show, race participants get free admissionto the Women’s Show, and the Race for the Cure is advertised on the Spokane Women’s Show website.This linkage and proximity will be beneficial because without counting volunteers and attendees, weestimate that there will be nearly 6,000 female participants in the Race for the Cure event.Bloomsday Trade Show BoothIn addition to the Spokane Women’s Show, we suggest investing in a Bloomsday Trade Show booth toengage in more couponing. This strategy will re-engage our audience by getting them to reconsidereating Jingos or reinforce their snack choice if they are already buying and eating Jingos.Like the Women’s Expo, this event is a perennial hot-spot for women in Spokane. From 2009 to 2012,59.85% of all registrants were female. Furthermore, out of the 100,000+ expected attendees we estimatethat 18,825 will be females from Spokane that have registered for the race (roughly 17.4% of attendees).Again, we suggest distributing $1 off coupons that will entice prospects to buy Jingos rather thancompeting products. Though the percentage of female attendees is lower than the Spokane Women’sShow, we believe that the sheer number of estimated prospects coupled with a low cost to sponsor willmake this event very cost efficient and effective. We estimate that this event will help accomplish ourobjectives by helping to sell over 500 of the 6800 boxes purchased via coupon redemption.Phase 3.0: Social MediaThroughout the year, we plan to use social media venues like Facebook and Twitter to promoteJingos, our promotional events (e.g. In-store sampling, Bloomsday), and generate incentive to try andbuy Jingos. These venues will help to supplement our campaign by linking spots, promotions, andpromotional events to posts. We believe that a social media presence will help increase awareness aboutthe product and our sampling promotions, but equally important will produce recommendations fromfriends and requests from family members.
  54. 54. Jingos! Test Market Campaign - Page 52Additionally, we suggest driving traffic to social media presence via Pandora, due to its highestpercentage of listeners (51%) being between the ages of 25-44. Additionally, Pandora will allowfor specific targeting based on age, gender, music genre, DMA, county and even city. We suggestdisplaying a banner ad on the Pandora site with payment on a cost-per-click basis for the first yearof the campaign or until the funds allocated are depleted. This will be effective in reaching the targetaudience then driving them to a place where family, friends, and like-minded people recommendJingos.In summary, social media and Pandora will help to drive people to sampling events and to get couponsat promotional events, thus helping accomplish both our trial and coupon redemption objectives.Promotional Budget ConsiderationSamplingFIXED COSTSFixed cost per store per day = $150Total Fixed Cost = $150 x 8 stores x 10 days = $12,000SAMPLE SIZE & AMOUNT23 crackers (serving size) = 30 g1 cracker = 1.304 g2 crackers (sample size) = 2.608 g7.5 oz in box = 212.62 g in box2.608 g (sample size) / 212.62 g (all crackers) = 81.52 samples per box81 samples per box x 12 boxes per case = 972 samples per case972 samples per case x 2 cases x 8 stores x 10 days = 155,520 samplesFOOD COSTSampling Rate = 4 boxes per hourSampling Duration = 6 hours(4 boxes x 6 hours) / 12 boxes per case = 2 cases per day($22.92 case) x 2 cases = $45.84 per store per dayTotal Food Cost = $45.84 x 8 stores x 10 days = $3667.20Total Fixed Cost = $12,000Total Food Cost = $3667.20TOTAL SAMPLING COST = $15667.20CPM = ($15667.20 / 155.520) = $100.74
  55. 55. Jingos! Test Market Campaign - Page 53In-Store CouponsREDEMPTION COST155,520 samples distributed, 20% will take coupon = 31,104 couponsEstimated 20% of people with coupons will redeem offer = 6220.8 couponsTotal Redemption Cost = 6221 coupons x $1.12 redemption cost per coupon = $6967.52PRINTING COSTTotal Printing Cost = 31,104 coupons x $0.03 printing cost per coupon = $933.12Total Printing Cost = $933.12Total Redemption Cost = $6967.52TOTAL IN-STORE COUPON COSTS = $7900.64CPM = ($7900.64 / 31.104) = $254.01Spokane Women’s ExpoSPONSOR FEESBooth Fee = $450Exhibitor Page Web Presence = $50Total Sponsor Fees = $500COUPON COSTS6900 estimated attendees; 85% 25-44y/o white females (5,865)Estimated 20% of attendees takecoupon = 1380 coupons1380 coupons x $0.03 coupons = $41.50Estimated 5% of coupon holdersredeem = 69 coupons69 redeemed coupons x $1.12 redemptioncost per coupon = $77.28Coupon Cost Total =$20.70 + $77.28 = $97.98Sponsor Fees Total = $500Coupon Costs Total = $82.80TOTAL COST = $582.80CPM = ($582.80 / 5.865) = $99.37
  56. 56. Jingos! Test Market Campaign - Page 54Bloomsday Trade ShowSPONSOR FEESTrade Show Booth Fee = $750Sponsor Fees Total = $750COUPON COSTS54074 registered runners per year (last 4); 18,825 females from SpokaneEstimated 108148 attendeesEstimated 10% of runners and attendees take a coupon = 10814.8 coupons10,815 coupons x $0.03 printing cost per coupon = $324.45Estimated 5% of coupon holders redeem = 540.75 redeemed541 redeemed coupons x $1.12 redemption cost per coupon = $605.92Total Coupon Costs= $324.45 + $605.92 = $930.37Sponsor Fees = $750Coupon Cost = $930.37TOTAL COST = $1680.37CPM = ($2180.37 / 18.825) = $115.82Promotional TotalsIn-Store Sampling = $15667.20In-Store Coupons = $7900.64Spokane Women’s Show = $582.80Bloomsday Trade Show = $1680.37Pandora/Social Media = $1,120.98TOTAL = $26,501.99
  57. 57. Jingos! Test Market Campaign - Page 53Promotions Considered but Not RecommendedWe considered suggesting on-pack coupons on Jingos and/or popular Pepperidge Farms products,but we believe that it would be counter productive. Placing on-pack coupons on Jingos could nega-tively affect the brand image, by making the product seem cheap. Additionally, though the PepperidgeFarms brand name is held in high esteem by the target audience, we do not want to cannibalize salesof current Pepperidge Farms product like Flavor Blasted Goldfish.In-packAs the year continues and media buys will start to taper, we suggest that couponing strategy changesalong with it. Rather than just distributing standalone coupons, we believe that placing in-pack cou-pons will provide an incentive to buy Jingos without producing a perception of cheapness. We believethat placing $0.50 in-pack coupons will effectively drive continuous sales of Jingos considering thatin-pack coupons are redeemed at a rate 6-10x higher than newspaper coupons.We specifically suggest boxes with in-pack coupons be distributed near the end of media schedulesand close at when a new bout of advertising begins (e.g. the end of March until the beginning ofMay). This approachSusan G. Komen Race for the Cure=SPONSOR FEESTeam Sponsor = $5000Pink Light Special = $1000Total Sponsor Fees = $6000FOOD SAMPLING10000+ attendees expectedEstimated 30% of attendees try sample = 3000 samples needed3000 samples / 81.52 samples per box = 36.8 boxes needed36.8 boxes needed / 12 boxes per case = 3.06 casesTotal Sampling Cost = 4 cases x $22.92 per case = $91.68COUPONINGEstimated 3000 people try Jingos and take coupon3000 coupons x $0.03 printing cost per coupon = $90.00Estimated 5% redeem coupon = 150 coupons150 $1 off coupons x $0.90 per coupon redeemed= $135Total Coupon Costs = $90.00 + $135 = $225Total Sponsor Fees = $6000Total Sampling Costs = $91.68Total Coupon Costs = $225TOTAL COST = $6316.68CPM = (6316.68 / 5.8) = $1089.08
  58. 58. Jingos! Test Market Campaign - Page 54Hoopfest1 year court sponsorship = $700Paper advertisement inserted into team packets (7,000 provided by sponsor) = $500Sponsor Fees Total = $700 + $500 = $12007000 coupons x $0.03 per coupon printing cost = $210Estimated 10.3% redemption rate from 7000 coupons = 721 coupons redeemed721 redeemed coupons x $1.12 redemption cost per coupon = $807.52Coupon Cost Total = $210 + $807.52 = 1017.52Sponsor Fees = $1200.00Coupon Costs = $1017.52TOTAL = $2217.52After the Bloomsday and Hoopfest events are complete we suggest transitioning to a trade-basedcouponing strategy specifically through Safeway stores as they control over 20% of the Spokane DMAmarket share of grocery stores.Facebook AdsRather than placing static spots on the right hand column of consumer’s Facebook experience, wesuggest breaking through the clutter with Related Posts that show friend activity alongside the brandalong with an coupon or offer. This social aspect is very important considering that 32% of consumersindicate that would definitely try a cracker based on a recommendation from a friend (Mintel)FSISpokane, WA 184→ CPM of $12.70 extra, $ .60 CPM for inside back cover.2447.2 per distribution1 after Bloomsday1 after Hoopfest1 at beginning of campaign first Sunday after super bowl
  59. 59. Jingos! Test Market Campaign - Page 55Promotional Flowchart40915 41135 15-21 22-28 29-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30InteractiveMediaFacebookCost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00TwitterCost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00PandoraCost $(000) 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01Promotions &Special EventsCouponsCost $(000) 2.63 2.63 2.63CPM 254.01 254.01 115.82In Store SamplesCost $(000) 7.83 7.83CPM 100.74 100.74BloomsdayCost $(000) 1.68CPM 115.82Womens ShowCost $(000) 0.58CPM 99.37MonthlyTotalCost $(000) 0.01 0.01 10.48 10.48 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.59 0.01 4.33 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01CPM 0.00 0.00 354.75 354.75 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 99.37 0.00 231.64 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00January February March AprilPandora Display Ads (Max $1211)May JuneFacebook Page
  60. 60. Jingos! Test Market Campaign - Page 5640915 41135 15-21 22-28 29-4 41040 41261 19-25 26-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-3 41009 41230 18-24 25-1 40915 41135 15-21 22-28 29-310.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.000.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.000.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.677.90623.8415.67201.481.68115.820.5899.370.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 26.4970.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1040.510YearlyTotalJuly August September October November December
  61. 61. Jingos! Test Market Campaign - Page 57
  62. 62. Jingos! Test Market Campaign - Page 5810. Creative!Majority of the snack market consists of crackers and chips. There pros and cons to each. For example,chips have substantially more flavor compared to chips, however, crackers produce less mess. Jingos!are a twice-seasoned snack cracker with strong flavors, therefore they offer the prominent flavors ofchip style snacks with the convenience of crackers. In essence, they offer the best of both worlds all ontheir own.Jingos! still needs a USP to differentiate itself from crackers and chip snacks. We have chosen the factthat Jingos! are seasoned twice. Not only does this give Jingos! their signature flavor, it represents theeffort put into Jingos! Jingos! are not a “half-baked” snack. The overall creative concept that will beused in all of our ads will be represented with the slogan, “because nothing great is ever done justonce.” We will also showcase the fact that Jingos! are not bland, they do not leave grease stains and theydo not leave brightly colored flavor residue everywhere.In order for our campaign to effectively promote our USP, we must follow several creative objectives.First, we must relate to our audience. If we do not, we risk letting our advertising pass by our audiencewith no effect. Next, we must emphasize the negative attributes of competing snacks. Finally, we mustexplain how Jingos! is a superior choice, offering all the advantages of other snacks with none of thedrawbacks.Our television ads will appeal to our target demographic because the situations in the commercials willbe scenarios that hit close to home. We will focus on women and their family life as a way to resonatewith 25-44 year old women who also have two or more children. Dramatizing scenarios that theyare familiar with, such as living with a husband or looking after children, and adding humor to thesituations will entertain the viewers and keep them interested. These ads will also highlight the fact thatJingos! have all the bold flavor of chips, but without the crumbs and greasy mess. This will especiallyappeal to the target audience, as women typically do most of the household cleaning.Our radio spot also uses humor to capture attention. The radio spot will begin by referring to Romeoand Juliet, a piece of literature that our target audience will be familiar with, and posing the questionof how it would have turned out if Shakespeare had never edited his first draft. The spot will featurefamous quotes from Romeo and Juliet, but the original wording will be changed and substituted withslang. It will then be explained that all great masterpieces were not produced on the first try, and thatbecause of this Jingos! are seasoned twice. This will further promote the USP of Jingos! and providebrand salience by using the same selling points that are highlighted in the TV ads.
  67. 67. Jingos! Test Market Campaign - Page 63Radio“Romeo and Juliet” :60 seconds(BAROQUE MUSIC PLAYING IN BACKGROUND)Announcer: “Romeo and Juliet, a classic tale of two star-crossed lovers that has proven itself a timelessclassic. But what if Shakespeare had decided to go with his first draft?”Woman: “Oh Romeo, Romeo…uh, like, where you at?”Man: “See how she leans her cheek upon her hand? Yeah I’d sure like to be that glove.”Announcer: “Good thing the bard decided to give it some editing before publishing, giving us theplay we know and love today. Some things are just better the second time around, which is whyJingos snack crackers are seasoned twice for flavor that is pure perfection. Give them a try for a trulysatisfying snacking experience.”Woman: “Jingos! Cuz they’re like, good!”Announcer: “Uh, let’s try that again.”Woman: “Jingos! Because nothing great was ever done just once.”“Louis” :30 seconds(LOW MURMUR OF THEATRE AUDIENCE)Announcer: Louis Armstrong, Frank Sinatra, Bob Dylan. All great musicians, and still popular, eventoday. But what would have happened if Louis never practiced his trumpet?(OFF KEY TRUMPET)If Frank never rehearsed?(OFF KEY OFF BEAT CROONING)Or if Bob played guitar and harmonica on stage the first time?(OUT OF TUNE GUITAR AND OFF KEY HARMONICA)Not exactly classic. Luckily for us, everything is better after another try. That’s why Jingos are seasonedtwice for the perfect notes of flavor. Jingos, because nothing great is ever done just once.
  68. 68. Jingos! Test Market Campaign - Page 64Out of Home - Transit
  69. 69. Jingos! Test Market Campaign - Page 65Out of Home - Billboard
  70. 70. Jingos! Test Market Campaign - Page 66Pandora
  71. 71. Jingos! Test Market Campaign - Page 67FacebookTwitter
  72. 72. Jingos! Test Market Campaign - Page 6811. Budget!Sales Forecast = $171,624.96 x .60Advertising Budget = $102,974.98 - 36,720 slotting fees = $66,254.98 x .60Media Budget = $39,752.99 Used Budget - $35,556Unused = $4,196.99Promotional Budget = $26,501.99 Used Budget - $26,501.01Unused = $.98Unused = $4,197.97Total expenditures: = $62,057.01
  73. 73. Jingos! Test Market Campaign - Page 6712. Works Cited!Experian Simmons. (2009) (NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 – DEC 09) -POP)“Trends in Cracker Consumption.” Qualtrics Online Survey Software. N.p., n.d. Web. <http://www.qualtrics.com/>.Mintel International Group Limited. (2011, March). Crackers. Retrieved from Mintel InternationalGroup Limited Web site: http://academic.mintel.comMintel International Group Limited. (2011, April). Salty Snacks: Popcorn, cheese, corn and meatsnacks. Retrieved from Mintel International Group Limited Web site: http://academic.mintel.comhttp://www.mediapost.com/publications/article/181876/wheat-thins-fans-check-in-from-roller-coasters.htmlhttp://www.facebook.com/triscuithttp://www.facebook.com/wheatthinshttps://www.facebook.com/ritzcrackershttps://www.facebook.com/cheezithttp://www.nabiscoworld.com/ritz/http://brands.nabisco.com/Triscuit/http://brands.nabisco.com/WheatThins/http://cheezit.com/http://www.keebler.com/http://www.spokanehoopfest.net/uploads/2013CourtSponsor.pdfhttp://www.bloomsdayrun.org/ExhibitorTerms.htmhttp://www.bloomsdayrun.org/ResultsHistory.htm?http://www.bloomsdayrun.org/StatsGender.htm
  74. 74. Jingos! Test Market Campaign - Page 6813. Appendices!Test Survey (with answers)1) Open-ended: What is your favorite snack and why? Popcorn because its buttery and crunchy good-ness.2) Among the following snack categories, which are you most likely to eat? Please rank. -Chips -Crackers -Candy -Cookies -Dairy (Yogurt, Cheese, etc.) -Other, please specify3) Do you find yourself snacking in between meals?Yes or No4) What factors come into play when choosing a snack?Ranking -price -nutrition -brand loyalty -Convenience -Cravings -flavors 5) What time of day do you usually snack, if at all?a. Morningb. Afternoonc. Nightd. Never6) Is there anything you usually do while snacking? -On computer -Reading/Homework -TV/Movies -Other, specify -No7) Do you usually snack alone or with others?A. alone
  75. 75. Jingos! Test Market Campaign - Page 69B. others8) Do you snack more on-the-go or at home?A. On-the-goB. At home9)Among brand-name crackers, please rank in order of preference.-Nabisco Wheat Thins-Nabisco Triscuits-Nabisco RitzTBA10)Do you prefer to eat crackers with other foods or by themselves? with other foods like crackers orbread11)Do you prefer a flavored cracker or an original cracker? original12) Which of these three flavors would you prefer to purchase?Lime and Sweet Chili, Parmesan Garlic, Fiesta Cheddar, None of the Above13) What is your age? 2214) What is your marital status? singles15)TBA
  76. 76. Jingos! Test Market Campaign - Page 70Survey
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