Marketing 407 Presentation

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Pop Tarts Campaign.

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Marketing 407 Presentation

  1. 1. u d t, C ic i Wa ng , Br ad S a n de rs, L au re n Tra C o n n ie Je n g , Al a n a L e i te r, Cour t ne y S a l z b e rgWednesday, April 13, 2011
  2. 2. Company Analysis Kellogg’s is the largest producer of breakfast cereals and is the leader in convenience foods Manages 31 distinct brands Services in over 180 countries Opened Pop-tarts World in 2010 Sales of nearly $13 Billion in 2009Wednesday, April 13, 2011
  3. 3. Consumer Analysis Main target audiences are Moms & Teens 57, 826,000 Total Consumers: 46.3% Males, 53.7% Females Psychographics Those below average in active health management, and above average in impulse shoppingWednesday, April 13, 2011
  4. 4. The Current Target She is a mother of 3 boys and 1 girl. Her daughter, the oldest of the bunch, just got accepted to the University of Michigan. She is always busy keeping up with her boys, book club and the middle school and high school PTA. She’s a sucker for Dove dark chocolate and constantly makes her mother’s homemade gnocchi for the family.Wednesday, April 13, 2011
  5. 5. Market Analysis Sweet  and  savory  bread  and   pastries  segment !"#$% &())(*+% ,%-.#+/"% !""#$ !%##&$ $ !""($ !%)*!$ )+,$ !""-$ !%)))$ ,+-$ !""*$ !%),,$ "+.$ !""&$ !%#!.$ (+,$ !"".$/0123$ !%(#"$ #+-$ !","$/456078123$ !%((*$ "+*$ !",,$/456078123$ !%(*($ "+*$Wednesday, April 13, 2011
  6. 6. Product Analysis Sales trends show Pop-tarts as the leader in the sweet breakfast breads and pastries segment of the breakfast market Sales increased 0.6% from 2008-2009 Whole Grain line boosted sales by 44.5% Growth stage of the product life cycleWednesday, April 13, 2011
  7. 7. Competitive Analysis Biggest competitor is General Mills’ Pillsbury Toaster Strudel Pop-tarts competitive advantage is having multiple target audiences Indirect competitors are cereals and cereal bars Rise in organic toaster pastriesWednesday, April 13, 2011
  8. 8. Consumer Insight Perceived Categorization of Pop-tarts 100% Breakfast Snack Percentage of Responses 80% To-Go Option Dessert 60% 60% 50% 40% 39% 20% 9% 0% Breakfast Snack To-Go Option Dessert Type of Food CategoryWednesday, April 13, 2011
  9. 9. Consumer Insight Non-Consumers’ Reasoning For Not Eating Pop-tarts 100% Health Concerns Taste Percentage of Responses 80% Price Prefer Other Brand Not For My Age Group 60% Other 52% 40% 20% 21% 22% 16% 9% 9% 0% Health Taste Price Prefer Not For My Other Concerns Other Age Group Brand Non-Consumer RationaleWednesday, April 13, 2011
  10. 10. Consumer Insight Focus Group: 8 participants 5 Males, 3 Females Ages 18-22 None had heard of the Whole Grain line Majority consumed as a late-night study snackWednesday, April 13, 2011
  11. 11. SWOT AnalysisWednesday, April 13, 2011
  12. 12. Product PositioningWednesday, April 13, 2011
  13. 13. Objectives Increase awareness of the Whole Grain Pop- tarts line among 18-24 year olds by testing recall through surveys after 6 months Increase sales of the Whole Grain line among health-conscious consumers over a one-year period by 10% using scanner tracking technology Increase market share of Pop-tarts within convenience and breakfast food industry by 5% among consumers 18-24 in the next yearWednesday, April 13, 2011
  14. 14. Budget Magazines ⤷ Advertising Sales $11,000,000 Promotions Campus TV-Overall TV-Cable Promotion Broadcast $10,000,000 $1,000,000 $10,000,000 Sweepstakes Social Media & Event Internet $1,200,000 $6,000,000Wednesday, April 13, 2011
  15. 15. Advertising Strategy Creative Objective The New Target College-aged students concerned with making healthier choices Creative Objective To establish awareness of Whole Grain Pop-tarts as a healthy option for a snack among our target audienceWednesday, April 13, 2011
  16. 16. The New Target She just got accepted to the University of Michigan and is nervous to be on her own in a new town She has a tendency to put off work until the last minute, partially because she is so addicted to facebook and twitter. She’s excited to be able to make her own food choices, and couldn’t live without her daily yoga workout.Wednesday, April 13, 2011
  17. 17. Advertising Strategy Creative Strategy Strategy statement “ Whole Grain Pop-tarts are a viable option for a healthy snack ” Positioning statement “Whenever yourhealthy starts, morning keep it ” Big unifying idea “Whenthey eat whole grain Pop-tarts night, college students study late at because they’re a healthy snack ”Wednesday, April 13, 2011
  18. 18. Wednesday, April 13, 2011
  19. 19. Wednesday, April 13, 2011
  20. 20. Advertising Strategy Media Media Objective To increase exposure of the Pop-tarts whole grain line to our target audience To increase exposure of the Pop-tarts Goal whole grain line to our target audience Media Mix Internet & MagazinesWednesday, April 13, 2011
  21. 21. Sales Promotions ⤷ Consumer Trade Promotions Promotions Campus Pop-tarts End-caps and reps will pass out slotting allowance free samples of the Golden Pop-tart for Whole Grain whole grain line in line the libraries sweepstakes In-store samplings Coupons Merchandising Allowances for the Whole Grain lineWednesday, April 13, 2011
  22. 22. The Golden Pop-tart Sweepstakes Winner! Better luck next time..Wednesday, April 13, 2011
  23. 23. The Pop-tarts Girls Free delivery of Whole Grain Pop-tarts to students in the library During finals on campus throughout the day in the libraries at nightWednesday, April 13, 2011
  24. 24. The WebisodesWednesday, April 13, 2011
  25. 25. The WebisodesWednesday, April 13, 2011
  26. 26. Pop-tarts page as a platform for fans to share their passion for toaster pastries Games, downloads, photos, discussion wall Adding a new section on Health& Nutrition Pop-tarts real-time Facebook ads Whenever the target audience posts a status update relating to snacks, studying, late nightsWednesday, April 13, 2011
  27. 27. Wednesday, April 13, 2011
  28. 28. Create @poptarts Updates on new products, events, sweepstakes and contests Advantages Direct, immediate action, outlet to build relationships with consumersWednesday, April 13, 2011
  29. 29. Wednesday, April 13, 2011
  30. 30. Cause-­‐related  marke8ng   Held  at  universi8es  across  the  na8on Incorporates  both  children  and  college  students Can  easily  eat  while  on  the  go  Wednesday, April 13, 2011
  31. 31. Evaluation Sales: Track national monthly sales for one year After one year whole grain line sales should increase by 10% Advertising: concept testing, copy testing, concurrent testing, post-testingWednesday, April 13, 2011

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