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Teen Cuisine Plans Book

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Business class project: plans book analyzing an American brand of frozen food (LeanCuisine). Created a new line of products for a young target. Designed and promoted an advertising campaign in order …

Business class project: plans book analyzing an American brand of frozen food (LeanCuisine). Created a new line of products for a young target. Designed and promoted an advertising campaign in order to launch the new line (logo, website, newspaper ads,
banners, packaging and TV commercial) - Ross School of Business, University of Michigan, Winter 2008 [English]

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  • 1.            
  • 2. TABLE OF CONTENTS NATURE AND EXTENT OF DEMAND 2 NATURE AND EXTENT OF COMPETITION 4 CHANNEL OF DISTRIBUTION 7 STAGE OF PRODUCT LIFE CYCLE 7 SKILLS AND RESOURCES OF THE FIRM 8 ENVIORNMENTAL CLIMATE 8 TEENS & FROZEN MEALS 10 CONSUMBER INSIGHT RESEARCH 13 PROBLEMS 21 OPPORTUNITIES 22 PRODUCT POSITIONING 22 OBJECTIVES 23 CREATIVE PLATFORM 26 AD EXECUTION/RATIONAL 28 MARKETING STRATEGY 38 SALES PROMOTION 45 OTHER MARCOMS 47 EVALUATION 48 APPENDIX CONSUMER REPORT TABLES 53 2008 ADVERTISING BUDGET 56 BUDGET ALLOCATION CHART 57 MEDIA FLOWCHART 57 MYSPACE AD 58 DISNEY.COM AD 59 INSTANT MESSAGING ADS 61 TEENCUISINE.COM 62 TEEN CUISINE BOX 63 MAGAZINE ADS 64 ITUNES PROMOTION SURVEY 71
  • 3. Situation Analysis 1. Nature and Extent of Demand Description of Consumers Age: • 81.2% of consumers of Lean Cuisine are over the age of 30; -Index Number = 100 • 37.8% are ages 30-49 -Index Number = 110 • 2.4% are ages 50+ -Index Number = 97 As of September 2006, 81% of the consumers of Lean Cuisine were over the age of 30, with 37.8% being between the ages of 30 and 49 and 23.4% 50 and older. The younger age group (30-49) are far more attracted to the product (Index number = 110) than the older age group (50+). Race: White • Of everyone who consumes Lean Cuisine, 82.7% are White -Index Number = 106 African Americans • Of everyone who consumes Lean Cuisine, 10.9% are African American -Index Number = 98 Asian • Of everyone who consumes Lean Cuisine, 7.36% are Asian -Index Number = 67 Other (other than Asian, African American and White) • Of everyone who consumes Lean Cuisines, 6.18% are of some other race -Index Number = 56 Not surprisingly, Whites make up a majority of Lean Cuisine consumers. Additionally, Whites seem to be the most attracted to Lean Cuisine (Index number = 106), followed by African Americans. Asians and those who are of another race seem to be the least attracted to the product. 2
  • 4. Psychographic Characteristics: The index number represents how attracted the consumer is to the product. The average index number is 100 and the higher the number is, the more attracted the consumer. Active Health Management 1 - Far below average (don’t care about health at all) 3 - Average 5 - Far above average (seriously care about health) Of all consumes of Lean Cuisine Scale % Of Total Population Index Number 1 15.7% 78 2 17.1% 88 3 23.2 % 98 4 22.1% 125 5 21.9% 115 The index numbers indicate that people who are in the category of above “average active health management” (125) (those that scored a 4 in the active health management) are the most attracted to Lean Cuisine, followed by those are far above average (115) (those who scored a 5 in the active health management), followed by average (98) those who scored a 3 in the active health management,) below average (88) (those who scored a 2 in the active health management), and far below average (78) (those who scored a 1 in the active health management). This makes sense because those who scored a 4 would be more likely to buy Lean Cuisine over those who scored a 5. Those who scored a 5 probably do not buy frozen foods; they are more likely to buy fresh food. So, having 3
  • 5. those who scored a 4 as the highest index number shows that people who are above average active in terms of their health management are consuming Lean Cuisine. Seasonality and Purchase Cycle Sales Data After reviewing recent sales data, we found that the frozen food sector does not have a seasonal sales pattern. Since consumers recurrently have the need to go grocery shopping, we feel that advertisements for Lean Cuisine should be frequent to keep the brand fresh in the consumer’s mind while they grocery shop. 2. Nature and Extent of Competition Major Competitors: Manufacturer Sales of Frozen Meals in the United States, 2006 Nestle: Stouffer’s, Lean Cuisine ConAgra: Healthy Choice, Kid Cuisine Pinnacle Foods: Swanson, Hungry Man Heinz: Boston Market 4
  • 6. Source: Mintel/based on Information Resources, Inc. InfoScan ® Reviews Information Sales and Market Share Data: ConAgra Financial Info 2007 sales (mill): 12,028.2 1 year sales growth: 2.9% Revenue: May 07: 12,028.2 May 06: 11,579.4 May 05: 14,566.9 Gross profit: May 07: 3,138.5 May 06: 2,810.2 May 05: 3,102 Healthy Choice 2007 advertising budget: $17.2 million Competitors Advertising Message Analysis Message of Healthy Choice : “It’s all about the choice you make”- emphasis on ‘restaurant’ inspired meals and ‘cooking’ techniques. One particular commercial featured a conversation between two chefs eating a meal. They commented on the freshness of the ingredients and decide to use the ingredients to make a healthy choice meal. Another commercial focuses on eating Healthy Choice in conjunction with exercising. It is partnered with American Heart Association. Another campaign associated with eating Healthy Choice promotes a healthy lifestyle through consumption of Healthy Choice and other ConAgra brands. (www.startmakingchoices.com ) Consumer demographics for Healthy Choice: Age: 80.2% are over the age of 30 30-49 = 37.8%; Index # =102 50 + = 42.4%; Index # = 115 5
  • 7. Race: White • Of everyone who consumes Healthy Choice, 80.0% are White -Index Number = 102 African Americans • Of everyone who consumes Healthy Choice, 11.4% are African American -Index Number = 109 Asian • Of everyone who consumes Healthy choice, 9.6% are Asian -Index Number = 92 Other (other than Asian, African American and White) • Of everyone who consumes Healthy Choice, 6.58% are of some other race -Index Number = 63 Compared to Healthy Choice, Lean Cuisine seems to be much more popular amongst Whites than minorities. Asians in particular, appear to enjoy Healthy Choice much more than Lean Cuisine. This can probably be attributed to the fact that a higher percentage of whites are obese in comparison to Asians. Therefore more Whites are actively seeking ‘diet’ foods. This would make sense in explaining the gap in the index numbers because Asians would be more likely to be attracted to a “healthy” food, while White people would be more likely to be attracted to a dietetic, or “lean,” food. Income: Households with an income of more than $40,000 are more likely to view Healthy Choice as more attractive Less than $40,000 = 24.9% More than $40,000 = 65.1% Index numbers: 20,000-39,000 = 89 6
  • 8. Less than 20,000 = 104 40,000 and above – 103 Other competitors: Fast Casual Restaurants Fast casual restaurants have seen a steady increase in sales throughout the U.S. over the past decade. This can largely be attributed to the steady increase in the positive attitudes people have towards healthy food. A recent survey showed that 61% of people who have had fast casual in the past month viewed fast casual dining as significantly healthier than fast food. Examples of fast casual restaurants are chains such as Panera Bread, Chipotle, and Cosi. The increase in revenue of fast casual restaurants shows that the consumers who make up this market are still trying to have healthy diets. Lean Cuisine can benefit from this growth and can compete with these restaurants as an alternative to going out. 3. Channel of Distribution: Lean Cuisine can be found at major grocery stores, chain stores and drug stores throughout the United States. Locally, Lean Cuisine can be found at Kroger, Meijer, Target and more. The following table shows the sales of frozen meals in the United States. * Mass merchandisers (excluding Wal-Mart) and drug stores. Source: Mintel/based on Information Resources, Inc. InfoScan ® Reviews Information 4. Stage of product life cycle Lean Cuisine grew significantly during the 1980’s and 1990’s because it provides a low- fat, low-calorie dieting option. These attractive brand qualities allowed it to quickly 7
  • 9. become one of Nestlé’s largest U.S. brands. Sales suffered during 2003-2004, as did other foods with the increased popularity of low-carbohydrate diet plans. Lean Cuisine added low carbohydrate dieting entrees in 2004. The evidence of a semi-recent brand addition leads us to believe that the brand has not fully matured and that it therefore remains in the growth stage. 5. Skills and resources of the firm Parent company resources: Annual revenue of Nestle: $98.5 Billion Stouffers 2007 sales (in millions): $475.3 Financial resources of the brand and parent company: Nestle U.S. Ad spending in 2006 ($ in thousands): Magazines: $138,673 Network TV: $154,427 Syndicated TV: $53,341 Ad spending Lean Cuisine (in thousands): 2005: $27,920 2006: $36,707 6. Environmental Climate Economic Climate Currently the United States is going through a recession. However, it is too soon to tell whether our brand will be affected by this shifting economic climate. If anything, we expect that the frozen food industry will benefit from this change because purchasing a frozen meal is much less expensive than purchasing fresh produce or eating out. Understanding this, Lean Cuisine (and Teen Cuisine) should be able to compete with fast casual restaurants. 8
  • 10. Regulatory Issues According to the American Frozen Food Industry (AFFI), since March 25, 1998, the U.S. Food and Drug Administration approved an A.F.F.I. petition to allow frozen produce to be labeled as ‘healthy’ according to the same protocol that applies to raw produce. Also on this date, the FDA acknowledged in the Federal Registrar its conclusion that frozen fruits and vegetables are nutritionally comparable to raw fruits and vegetables and can be used interchangeable in the diet. Overall, processed fruits and vegetables do not lose nutritional value, are cost effective, convenient for schools, and typically enjoyed by children. Social Trends Lean Cuisine can be considered a part of the Health Food trend in the U.S. Lean Cuisine provides products that are conscious of the importance of nutritional meals. According to the American Frozen Food Institute, commercial freezing effectively lacks in nutritional value. In light of such evidence, our brand has a strong case for competing with other health food brands and types. Another movement which we feel will affect our brand is that of creating awareness of and preventing childhood obesity. According to the American Heart Association, overweight children are more likely to become overweight when they are adults. Successfully treating obesity in childhood may reduce the risk of access weight in adults. This may also help reduce the risk of heart disease and other diseases. When defining ‘overweight’ in children and adolescents it is important to consider both weight and body fat index. Many campaigns in the US currently target childhood obesity. We feel that our product is an excellent healthy meal choice for parents who are concerned about the weight and health of their children. 9
  • 11. Attitudes Regarding Healthy Eating, 2002-05 Base: adults aged 18 and over Source: Mintel/Simmons NCS, 2005, 2004, 2003 and 2002 Percentage of Population Who Are Overweight or Obese Source: Mintel/Centers for Disease Control and Prevention, National Center for Health Statistics, National Health Examination Survey, United States, 2005 Room for Growth: Teens and Frozen Meals According to recent research, 41% of teens currently use complete frozen dinners, with more females (46%) consuming the product than males. Currently, Banquet and Lean Cuisine are the most popular brands among kids aged 12-17. This signals a lot of growth potential for this market and an ability to have a product that is specifically aimed towards a younger age group. 10
  • 12. “…Teen girls are more apt to use Lean Cuisine. This suggests an opportunity to make and market a “junior” Lean Cuisine, one with a “hipper” image and a health positioning that says its “delicious, quick, healthy nutrition for growing bodies.” Mintel Report: Frozen Meals - US - September 2007 Teen Consumption of Frozen Dinners January-October 2006 Base 2,063 teens aged 12-17 *Hispanics can be of any race Source: Mintel/Simmons Teen Survey Fall 2006 Number of frozen dinners consumed in last month among teens January-October 2006 Base: 783 teens aged 12-17 who eat frozen dinners Source: Mintel/Simmons Teen Survey Fall 2006 11
  • 13. Brands of frozen dinners eaten by teens January-October 2006 Base: 783 teens aged 12-17 who eat frozen dinners Source: Mintel/Simmons Teen Survey Fall 2006 12
  • 14. Consumer Insight Research The following charts will explain the survey results we obtained from the adults and children. How often do you purchase frozen meals? 35% 30% 25% 20% 15% 10% 5% 0% Never A Few Times a Once a Month Most Times I Every Time I Year Shop Shop Frequency of Purchase (See Appendix Data Table 1a) Our survey results show that consumers purchase frozen meals most times they shop. This simple question is very important in determining promotional strategy as well as how to measure feedback of the new brands success. Observing this data provides us with the opportunity to accurately measure the performance of the brand after its release. It also shows us that consumers will be receptive to a new frozen food brand since they are already purchasing frozen foods. 13
  • 15. What Frozen Dinner Brands Have You Purchased? 4% 4% 8% 26% Lean Cuisine Stouffers Amy's 10% Healthy Choice Kroger Brand Smart Ones Hungry Man 8% Bird's eye Trader joes 20% 16% 4% (See Appendix Data Table 1b) This data displays the responses of surveyed consumers who have purchased one brand, as well as those who have purchased more than one in the past. Many consumers recorded Healthy Choice as a frequently purchased brand. This shows us that it is a top competitor to Lean Cuisine in the minds of many consumers. Nestle brands make up the majority of responses, which may be extremely helpful when trying to acquire freezer space for the Teen Cuisine. Based on this measure of Nestle’s success, grocery stores will be likely to allow a certain amount of shelf space for our new brand. It also shows us that people are aware of our brand and purchasing it when they are looking to purchase a frozen food. So, when Teen Cuisine is launched, people will want to try it since they already are purchasing Lean Cuisine. 14
  • 16. Do you have a favorite frozen food brand? 13% 6% 38% Lean Cusine Stouffers Amy's 13% Healthy Choice Kroger Brand Smart Ones 13% 19% (See Appendix Data Table 1c) Also congruent with the results of question number two is the fact that Lean Cuisine was reported as a favorite among consumers. This means that our brand already has a certain amount of brand equity. There is a smaller representation of brands in this graph as a result of this being specifically the consumer’s “favorite” brand. Several respondents did not have a favorite brand. How important is considering the nutritional facts when making purchasing decisions? 40% 35% 30% 25% 20% 15% 10% 5% 0% 1 - Not 2 3 4 5 - Most Important Important (See Appendix Data Table 1d) The graph is skewed to the right, indicating that adult shoppers are generally very concerned with the nutritional information of the food they purchase. This indicates that 15
  • 17. Teen Cuisine’s nutritional information would be expected to play a major factor in the decision of purchasing the product. Thus, we will market the nutritional benefits of Teen Cuisine so parents are aware how healthy it is. We can do this by simply listing some nutritional facts on the advertisements and/or comparing the nutrition of Teen Cuisine compared to other competing Frozen Meals for Children (i.e. Kids Cuisine). How likely are you to purchase the brand Lean Cuisine as a frozen meal? 35% 30% 25% 20% 15% 10% 5% 0% 1 - Would 2 3 4 5 - Definitely Not Would Purchase Purchase (See Appendix Data Table 1e) The majority of parents replied that they would be interested in the purchase of a Lean Cuisine frozen meal. This is a basic favorable representation of the brand appeal of Lean Cuisine and a really great starting point for the promotion of Teen Cuisine as a new brand. 16
  • 18. How much does your child influence the food you buy for him or her? 30% 25% 20% 15% 10% 5% 0% 1 - No 2 3 4 5 - Extremely Influence Influential (See Appendix Data Table 1f) Our results from our questionnaires indicate that children will have a strong influence on what their parents decide to buy. The majority of parents admitted that their children have an influence on purchasing decisions. We also believe that those who did not answer a 4 or 5 on the survey may have been affected by not wanting to admit that their child influences their purchasing decisions that highly. 17
  • 19. If Lean Cuisine introduced a frozen meal made just for kids, would you purchase this for your child? 34% Yes No 66% (See Appendix Data Table 1g) The results show that parents would try Teen Cuisine for their children, probably because they already know and like Lean Cuisine. However, we believe that this statistic might underestimate what parents would really purchase because parents like to believe they would not have to resort to frozen meals. (See Appendix Data Table 2a) Upon surveying children in the target market, we found that most had been given a frozen meal from their mom or dad. This would be beneficial for our new product “Teen Cuisine” because it shows that parents give their children frozen meals. Teen Cuisine will be unique since it will be positioned to adults as being nutritious while concurrently positioned to tweens as being cool and tasty. 18
  • 20. Did you like the frozen meal that you tried? 41% yes no 59% (See Appendix Data Table 2b) Generally, most kids who have tried frozen meals have enjoyed them. This statistic is helpful in the creation of our new product. Since most kids like the frozen meals they have tried, they will be receptive to trying Teen Cuisine. The difficult task will be convincing the 41% of respondents that said they did not like the frozen meal they tried that Teen Cuisine will have a taste geared to them. A carefully designed set of promotions appealing to youth will spark Teen Cuisine’s new image and rekindle lost faith in frozen entrees. Do you ever use the microwave? 36% yes no 64% (See Appendix Data Table 2c) The majority of the children surveyed had previously used the microwave. The microwave is a quick and easy aid in the meal making process and used individually by the consumers that our product, Teen Cuisine, markets towards. 19
  • 21. Do you ask your parents to buy you certain foods when they go grocery shopping? 87% yes no 13% (See Appendix Data Table 2d) We found that most “tweens” ask their parents to buy them certain food when they go grocery shopping. This supports the notion that kids do have a significant amount of say in what they eat. If Teen Cuisine is a hit and kids are attracted to it they will then ask their parents to buy them our product. Have you ever heard of the brand Lean Cuisine? 40% yes no 60% (See Appendix Data Table 2e) This question strongly correlated with the first question. We found that most children who had frozen meals have also heard of the brand Lean Cuisine. This is important because the brand already has some equity among children. 20
  • 22. Do you think eating a Lean Cuisine meal just for kids would be cool? 60% 53% 50% 40% 40% 30% 20% 10% 7% 3% 0% not cool at all kinda cool cool sooooooo cool!!!! (See Appendix Data Table 2f) Most kids thought that a Lean Cuisine meal made for kids would be cool. This is important because we are trying to create a brand with a cool and hip image. Since a large amount of kids already think a meal like this would be cool, we should be able to effectively market Teen Cuisine as a cool new product made just for tweens. Problems As recent sales have shown, a strength that Lean Cuisine has is that it is still a successful and growing brand. However, a weakness is that Lean Cuisine has not come out with a new product line in recent years. To keep their competitive edge in the market, Lean Cuisine should develop a new line to strengthen their stronghold on the market. While Lean Cuisine does have the highest sales numbers of all its competitors, this does not mean that their domination of market sales will remain uncontested. A successful new line will help Lean Cuisine to remain in the dominant position. 21
  • 23. Opportunities We see a large opportunity for Lean Cuisine to expand its consumer base. Currently, no frozen food company has targeted the tween age bracket (9-14 years old). Our main competitor, Healthy Choice, has a children’s product that is has not been very successful and is not well-known. Through our consumer research, we have found that most people have heard of Lean Cuisine, have tried it, and would be willing to try a version for tweens. “According to the Centers for Disease Control and Prevention, 16 percent of children (over 9 million) 6-19 years old are overweight or obese -- a number that has tripled since 1980. In addition to the 16 percent of children and teens ages 6 to 19 who were overweight in 1999-2002, another 15 percent were considered at risk of becoming overweight ("Prevalence of Overweight and Obesity Among Children and Adolescents: United States, 1999-2002"; Oct. 6, 2004).” While several brands have come out with meal packages for children, such as Oscar Meyer’s Lunchables, very few of these options are positioned as a healthy option for a child to eat. So, Lean Cuisine is ready to fill this hole in the market by providing a delicious, fun, easy-to-make, complete meal option that will be targeted to tweens. Product Positioning Teen Cuisine is the best choice for tweens! This new line consists of fun, healthy meals that tweens love to eat and that parents will feel good about purchasing. The tween age group is gaining independence and seeks products that will foster this desire to make their own decisions. Teen Cuisine is a way for tweens to have a meal that is easy to make even when their parents are not home. We will position this product so that tweens will ask their parents for these tasty meals. Teen Cuisine, like Lean 22
  • 24. Cuisine, is a healthy meal option that parents will feel good about purchasing for their child to make when they are too busy to cook dinner. Objectives 1. Tweens (ages 9-14) will see Teen Cuisine as their favorite, easy-to-make, cool, dinner option. 2. Parents will want to purchase Teen Cuisine for their children because of its nutritional content and their child’s request to purchase this brand. 3. Teen Cuisine will achieve brand loyalty among our consumers. After one year 15% of people who viewed our ads will have tried Lean Cuisine and 10% of people who viewed our ads will have tried Lean Cuisine again and again, thus becoming loyal to our brand. 4. By the end of the first year we hope to have a 5% increase of Stouffer’s overall sales due to the introduction of Teen Cuisine. 5. By the end of three years, Teen Cuisine will have a 35% share of the tween consumer base and that percentage will increase in subsequent years. We feel that our first objective will be accomplished because tweens in this age range (9-14) are the ideal consumers of this product. Around age nine children can safely use the microwave and are able to make microwavable meals on their own. Therefore, they are capable of using and enjoying this product. Also, at this age children begin to experience a general desire for independence which we feel Teen Cuisine can offer. If the tween is left unsupervised when a parent is not yet home from work, Teen Cuisine can provide a healthy and easy meal that they can safely make in the microwave. According to Mintel, frozen food for children is a relatively untapped market which has tremendous potential and room for growth. Also, Mintel has reported that “more than four in ten (41%) teens report using frozen complete dinners. Girls are more likely to use these products (46%) than boys.” It also stated that “Banquet and Lean Cuisine are the most popular brands among teens and teen girls are more apt to consume Lean Cuisine”. 23
  • 25. This suggests an opportunity to create and market a “junior” Lean Cuisine for tweens; one with a “hipper” image and a health positioning that says it is “delicious, quick, healthy nutrition for growing bodies.” Our second objective has been determined because of the idea that Teen Cuisine is a beneficial meal option for both parents and children. Children desire this product because it offers a tasty meal in an attractive package and a cool image. Parents can feel good about giving their children these meals because they still comply with Lean Cuisine’s ‘Healthy’ standard. Our consumer research has shown that 66% of parents would try a new product made by Lean Cuisine for their children which shows that they would be willing to try our new product. Our third objective is concerned with creating brand loyalty. Lean Cuisine will increase their ad budget by 30% in the first year that Teen Cuisine is launched in order to increase brand awareness among consumers. With this push strategy, we expect that of all the people who view our advertisements, at least 15% will try our brand. By the end of the first year, when secondary consumer research is conducted at this time, we hope that 10% of the people who view our ads will be loyal to Teen Cuisine. Our fourth objective is based on the 2007 Stouffer’s sales of 475 million dollars. We speculate that by the end of our first year, Teen Cuisine will have boosted overall Stouffer’s sales by 23 million dollars (5%). We think 5% is a reasonable increase. Since it is a new a product, it will take time for sales to skyrocket, however, through our research, it is evident that there is a need for this product in the market and that people will want to try this brand. People already know and trust Lean Cuisine and will be eager to try this healthy and fun option. 24
  • 26. Our fifth objective concerns sales. We want to create a product whose sales surpass those of Kid Cuisine in their introductory period. Currently, Kid Cuisine seems to be in its maturity; it was introduced in the 80’s and seems to have a fixed place in the market. We are mainly concerned with the pre-teen market and Kid Cuisine has a 22% share of that consumer base. However, out of all the children we surveyed, not one had ever eaten Kid Cuisine. Also, Kid Cuisine is not healthy, whereas Teen Cuisine will be a new, healthy, and fun way for kids to eat dinner. Our objective is to have a much firmer hold on this market than Kid Cuisine within five years. Our research shows that currently, Lean Cuisine has brand equity with white (80.7%) adults ages 30 and older (81.2%). We feel that we could obtain similar brand equity among pre-teens and their parents through our advertising efforts. We will prove that our advertising has worked by continuously measuring its success. We will do this by measuring changes in brand attitude by conducing large-scale consumer surveys and focus groups with adults and children who have consumed the product. These methods will also allow us to test brand recall and overall attitude towards Teen Cuisine Budget/Marketing Strategy We are setting Teen Cuisine’s ad budget for its first year at $11,012,100.00. In 2006, Lean Cuisine spent $36,707,000 on advertising. Since we are introducing a new product, we feel that ad spending for 2008 should be increased to 47,719,000. 30 percent of this ($11,012,000) should be allocated to advertising for Teen Cuisine since it is a new product and it is important for the public to become aware of the brand. After the first year, we will evaluate the success of the campaign to determine ad spending budgets. 25
  • 27. Of this first year budget allocation, $11,012,000 will be divided into four media categories. These four categories comprise of our market strategy. We will spend the most on television because tweens are heavily influenced by television content, including advertisements. So, 40% of our ad budget ($4,404,840) will be spent on television advertisements on 5 major networks. We will then spend 35% of our ad budget ($3,854,235) on the Internet through sweepstakes, contests and banner advertisements. Tweens are always online and we feel that these advertisements will reach our desired demographic. We will allocate 15% ($1,651,815) to print media in the form of magazines and direct mail/email. Lastly, 10% ($1,101,210) will be spent on other forms of advertising such as event sponsorships. Please see the attached appendix for complete ad spending information (p.56-57). Creative Platform Objectives 1. To have 60% of people who see our advertisements find them attractive and fun, thus compelling them to try Teen Cuisine. 2. To have 55% of people who see our ad about downloading free itunes to purchase Lean Cuisine in order to so. Strategy The main objective in our creative platform is to make our new product, Teen Cuisine, as aesthetically appealing to our target audiences as possible so they will want to purchase this product. Since our product is being marketed towards tweens, our visual strategy is to attract them by using fun fonts, bold colors, appetizing meal options, music promotions, and the beautiful faces of teen pop stars. We documented our visual strategy through packaging, print ads, a commercial, internet banners, and a homepage to our 26
  • 28. product’s website. We believe that it was important to stress the word “teen” on our product’s package and we did this by making the word with a trendy font. This message calls out to teens and lets them know that this is a product made especially for them. Additionally, it will make the “tweenagers” attracted to the product because they like to identify with older children. The bold colors are a large part of our creative strategy because color sends an automatic message about the attitude and tone of the product. We used bright colors like green, purple, red, blue, and of course the staple Stouffer’s orange to enhance the energy and youthfulness of our product. When marketing any food product, one of the most important factors to remember is to make it look appetizing. If food does not look appealing to consume, it would be nearly impossible to sell. We chose simple meals like grilled chicken, pasta, and pizza to represent our new product. We decided on simple meals because teens and tweens are more prone to liking plain, rather than fancy, foods. We picked to use music as our main promotional tactic because everybody, especially teens, loves music. Music promotions, like free downloads on iTunes, are basic and easily accessible. We feel that we will easily be able to obtain our second objective because our creative strategy will compel tweens to purchase Teen Cuisine, but, with an added incentive, such as free iTunes, tweens are sure to try this product, even if it is just to obtain the music. Trial is one of our main objectives. Hopefully, once the tweens try Teen Cuisine one, they will like it and purchase it again, regardless of the iTunes incentive. Using music adds to our creative strategy because it is much easier to remember a product when it’s incorporated with a jingle. We used the song, “What time is it?” from High School Musical to stay consistent with our theme of teen pop stars. It is important to 27
  • 29. associate your product with something you know appeals to your target audience. We decided that using the faces of young teens and teen pop stars, like the ones from Disney, would attract our viewers because they can and want to assimilate themselves to these characters. Our creative slogan is “the party starts in your microwave.” We used this statement as the basis of our commercial because we find it to be a perfect representation of how we want teens to feel about making a Teen Cuisine meal. Ad Execution/ Rational Logo When deciding on our new product’s logo our team chose not to change the original format of the Lean Cuisine logo. Therefore, we kept the original logo and we just exchanged the “Lean” with “Teen”. After careful analysis, we realized that the new logo for the new line looked exactly the same as the original brand’s logo making it not easily distinguishable. We decided to alter our new product’s logo by keeping the “Cuisine” part (the orange writing, with the white chef hat) and the Stouffer’s mark (as a sign of reliability) and we changed the look of “teen” to a fancier and attractive font called Rage Italic. The colors used on the new logo are black and orange, and we think that the color usage is young and catchy, making it a successful combination. Additionally, having a similar logo will allow loyal consumers of Lean Cuisine to make an easy switch to the cooler Teen Cuisine. compared to 28
  • 30. Magazine Advertisements We decided to position our campaign to two different targets: kids/teens (9-14 years old) and moms (or parents/ guardians in general; whoever buys food for their children). -Kids and Teens As an initial experiment, we came up with seven different ads for kids/teens. The main idea was to create a colorful and playful ad, focusing on images and small texts, without providing too much information. We wanted to emphasize the good taste of the new product, and in order to get tweens to want to try it, we used fun and attractive promotions to entice them. To display this we used images of happy, smiley kids and speech balloons with short phrasal expressions to emphasize how cool our product is (“It’s easy! It’s good! Sooo cool!”, “I made it!”, “HEY! This is not TeenCuisine!”, “So fast, so fresh, so fun!”, “With friends it is even better”, “You don’t need the recipe, it’s TeenCuisine”). The backgrounds of the ads are bright and colorful, such as a beach with palms, a blue sky with clouds, a kitchen, a ski slope, and a table full of friends. For this “experimental campaign” we used two different promotions: Disney’s Ratatouille and SpongeBob. The former included 100 Ratatouille prizes a day and 10 trips to Paris. The latter provided a SpongeBob pin in every package. In these cases, the main emphasis was on the promotion and on the character (Ratatouille or SpongeBob). Our team then revised these ads and all agreed that the ad promotions and children illustrated were not a good representation of our target sample. We were aware of targeting tweens from 9 to 14 years, but the children in the ads were too young (6-12) and the promotions too childlike. In addition, we were using a different and not very effective logo. Therefore, we decided 29
  • 31. to create 6 new ads that are more target-oriented, creating new and more attractive promotions for actual teens. (examples of our original ads) The new ads represent real teens (around the age of 14). Three ads show famous Disney’s characters and promos. The others show a group of friends and an iTunes promo. The layout is pretty much the same as the previous ads: logo (new and improved) at the bottom of the page, package at the top, character(s) on the left just above the logo, same speech balloons, promotion area on the right just above the logo (promo character or image + promo balloon). #1- Zac Efron (Troy), Vanessa Anne Hudgens (Gabriella) and Ashley Tisdale (Sharpay) – all main characters of the “High School Musical” – are the protagonists in the first ad. The background of the ad is the HSM curtain. Troy and Gabriella – on the right – say “TeenCuisine, You are the music in me!” (it is the title of the main song of the musical). On the right, Sharpay presents the promo: 100 tickets for the High School Musical concert and 10 VIP backstage 30
  • 32. passes. There is also the “HSM The Ice Tour” logo. We are firmly convinced that these characters and this show have a strong appeal on teenagers. #2- This ad shows The Jonas Brothers (Nick, Kevin and Joe), pop-rock band under the brand of Hollywood Records, who often collaborates with Disney. As a team we think these three people are good icons to use to represent being “cool” as well as having a positive impact on our target audience. The slogan in the speech balloon this time is “TeenCuisine: a new music in your microwave” and the promotion consists of 50 tickets for The Jonas Brothers’ concert in NYC and 10 VIP backstage passes. The background is a colourful concert hall full of people. The chromatic dominance is made of blue and red. The Jonas Brothers logo is exposed on the right at the bottom of the page, just above the TeenCuisine logo. #3- This ad shows Hannah Montana (Miley Cyrus), celebrated pop star under the brand of Disney, who also took part as the protagonist in the Disney sit-com. Because she has such a great reputation we think she’s a perfect icon to attract and impact our female target. The slogan in the speech balloon is again “TeenCuisine: a new music in your microwave” and the promotion consists in 50 tickets for the Hannah Montana’s concert in Los Angeles and 10 VIP backstage passes. The background is the same. The Hannah Montana logo is exposed on the right at the bottom of the page, just above the TeenCuisine logo. #4- This ad presents a group of five guys displayed as a “no name” boy band dressed with white clothes. They are pointing at the reader and, in fact, the slogan in the speech balloon is “With TeenCuisine…the cook it’s you!”. The main theme 31
  • 33. is still the music, the background is the same, and the promotion is a free download of a song with iTunes. #5- This ad looks like the previous one, except for the image: now there is a group of “no name” girls who are still pointing at the reader. Slogan, promotion and background are the same. #6- This ad is a little bit different from the previous ones. It still shows a group of young energetic teens (both males and females), but they look more like students and less like pop-stars. In fact, the phrase in the balloon is “Home from school, no pesky parents…it’s time for TeenCuisine”. We want to convey a message of freedom, independence and as always, fun! As a result is background that is loud and colorful (pink, white and purple). The slogan, that appears for the first time under the logo, states “The PARTY starts in your microwave!”. There is the same iTunes promotion. 1 2 3 4 5 6 (Please see appendix for full-size views of the ads p. 67-69) -Moms 32
  • 34. Conceptualizing and designing ads for adults were definitively much more difficult. The target is completely different, more critical, and less easily convincible. Therefore, even the message has to be different and it has to focus on different features. We chose to advertise six ads with the same layout, but with a more serious and professional tone. All these ads focus on health, nutrition, and emotions. We made the conscious decision to not be overly informative, but to provide a main statement and a nutrition fact chart (based on our Pizza meal, highlighting important facts, such as fat, fiber, vitamin A and calcium). The layout of the ads is composed of the package, the nutrition chart at the bottom of every page, the main image just above the package, the website on the lower left hand corner, the main message at the top of the page, the small logo under it, and of course the slogan (“Healthy food for your kids, reliability for you”) in the middle between the logo and the nutrition chart. We consider the background to be a very important tool in initially attracting the consumer. The background consists of a macro photo of an ear of corn. This image is used to convey the idea of a good, healthy product, made of natural ingredients (as demonstrated by the “100% whole grain rice” sign imprinted on the package). In the case of advertising to adults the choice of images and slogans must be more carefully and meticulously applied. #1- “We are proud to be at the bottom of the pyramid”. This ad shows the food pyramid and, at the bottom of it, the package of Teen Cuisine. The message is clear: we use only healthy ingredients, including lots of vegetables, cereals, legumes and no fats. The writing is very effective because it has the shape of a pyramid too. The word “proud” is highlighted. 33
  • 35. #2- “Often, the simplest pleasures are the most important ones”. The image on this ad represents three girls and their parents while they are making homemade pasta. It is a family moment and one can see the happiness in their eyes. We want to convey the emotion one associates with family and home cooking, but stress the importance and ease of “simple” and good ingredients as a recipe for the perfect meal. #3- “We use all the best ingredients. You just need to add the most important one…your love”. This ad is probably the most emotional. In this as there is an image of a mom cooking with her little son and they both look very happy. We want moms to feel special, and we want to convey the idea that, once they buy a Teen Cuisine product they can cook with their kids and teach them how to live a healthy life by eating right. They don’t necessarily have to make a home-cooked meal to give their child a healthy dinner; they can use Teen Cuisine. Again, the emphasis is on “best ingredients” and “ your love”. #4- “It is so beautiful to see them growing up. We help them to do it in a healthy way”. This ad also portrays emotion. Every parent likes to see their children growing up, and everyone cares about growing up in a healthy way. The image shows a sequence of six children, from the smallest to the tallest. The emphasis is on “growing up” and “healthy way”. #5- “It is not just a matter of price. Their health is worth much more”. This is maybe the most direct and provocative ad. We do not want to insinuate that some parents are cheap, but we want to say that if you care about your child’s health it is better to spend $2 more for a package of Teen Cuisine than buying a BigMac. 34
  • 36. With this ad we want to assure the good balance between price and quality. The image is very irreverent: it shows a barred street sign with two fat kids and the writing “Fat kid x-ing”. #6- “With Kids Cookbook cooking is a piece of cake”. This is a very important ad because this ad incorporates a promotional benefit. We want to give a “Teen Cuisine Kids Cookbook” after the purchase of ten packages. Of course, the main slogan in this ad represents a “play on words”, with a clear reference to food. 1 2 3 4 5 6 (Please see the appendix p. 65-67 for a large scale version of these ads) Banners Our team has created several banners for Internet websites and instant messengers. We provided four different samples: AIM messenger, Windows Live Messenger, Disney.com and Myspace. The style and tone of the banners are pretty much the same as the one used for the teen magazine ads. On the instant messengers (1 and 2) we present The Jonas Brother and Hannah Montana’s promotions. In Disney.com (3) we make use of our 35
  • 37. collaboration with Disney Channel in order to promote our High School Musical promotion. Finally, in Myspace (4) we advertize the iTunes promo. In all of these banners we used the TeenCuisine logo (or the package, or both) and the same characters, graphics, and background in order to be consistent with the paper ads. The only difference is the spatial organization. With such a small space it is important to concentrate our efforts on the promotion and the image of the brand. 1 2 3 36
  • 38. 4 TV commercial Instead of creating a script for a TV commercial we chose to make an actual video commercial. We strongly believe that it could be more effective for the purpose of our plans book. We were inspired by one of the teen ads we made (#6). We found the idea of freedom and independence to be a crucial selling point and we want to convey that. The slogan we came up with (“The party starts in your microwave”) is very catchy so we based our commercial off of this idea. We made our TV commercial using these ideas and combining them with sponsoring our two main promotions: High School Musical and iTunes. We started from the concept of a party in the microwave and we thought to tape a “teenager” using this electrical appliance. We wanted the protagonist to open the microwave, have the music start and then have people coming out from it starting a party. Later, we realized that this project was difficult to accomplish because of technical reasons, and we thought to use actual video clips taken from High School Musical 2. We 37
  • 39. also used a song from the same show (“What time is it?”) and it is perfect because our message is “Home from school, no pesky parents: it’s time for TeenCuisine”), therefore our product answers the song’s question. We taped our “actor” with a camera and we put together all the clips with the help of the Windows Movie Maker editing software. The commercial is on youtube and you can use the following link to view it online (http://it.youtube.com/watch?v=h_yi4YAObjc) Marketing Strategy Media Objectives 1. 45% of tween and parents will be aware of the Teen Cuisine brand after the third year. 2. 70% of out target will see one of our ads at least twice a month for the first year of our ad campaign. Strategy In order to obtain our first objective, we will carry out an aggressive strategy for the next three years in order to raise product awareness. Our target goal is to make 45% of people aware of Teen Cuisine. In order to execute such an ambitious strategy, we have allocated a significantly large amount of money to our first-year budget. Since it is a new brand, we need to concentrate our efforts on brand awareness and creating an initial, positive view of Teen Cuisine. Not only do we want tweens to notice this brand, but we want the brand to be associated with a cool and tasty product that they love to eat. Constant advertising on TV stations they watch and magazines that they read will help to attain this goal. After the first year, we will evaluate the success of our plan and adjust 38
  • 40. accordingly; however, we do plan to maintain a large advertising budget for the first three years. Since we will be displaying various ads through print, television and the internet, we expect that this second objective will be obtained. Since we are allocating a large media budget for the first year ($11,012,100), we expect that consumers will see our ads. It is so important for consumers to see these ads because they need to first hear about the brand if they are going to buy it. We feel that our media strategy will allow for many people to see our ads. Strategy We have chosen to break down our media budget into four mediums: television, print, internet and other. Forty percent will be spent on television, 15% will be spent on print media, 35% will be spent on the Internet and 10% will be spent on event sponsorships, including concerts and charity events (other). We are going to have a pulsing advertising strategy throughout the year. We feel that this will be the most effective way to reach our consumers because we will have our ads in various forms of media for most of the year. However, during certain times of the year the number of advertisements shown will fluctuate. Although frequency will vary, we have created our strategy to ensure that television advertisements will be present throughout the year. Although no one format of media can be considered the most effective, television has a large reach on the tween audience. Through our pulse advertising technique, the T.V. ads will be most frequent during the months that we are engaging consumers in sweepstakes. Our print ads will be strategically placed throughout the year. When we introduce our brand in June 2008, we will have various print ads for the months of June and July. We 39
  • 41. will also have print ads in the months September, October, November, January, February, March April and May. The months that we do not have ads running we have other forms of advertisements being displayed in other mediums. For the Internet, our main advertising ventures consist of the sweepstakes we are offering and our banner ads. There will be three sweepstakes occurring at the beginning of the school year, the beginning of the summer and the start of the New Year. We will have banner ads from June until October and then in December and January and March and April. The times where we are not advertising with banners, the advertisements for the sweepstakes will be our form of online advertisements. Lastly, we will have event sponsorships and other promotions sporadically throughout the year. Tactics/Rational $4,404,840.00 (40%) out of our total $11,012,100.00 budget will be allocated for television. While we want this product to appeal to both tweens and their parents, the television advertising is mainly directed towards tweens because teens of that age spend more time watching television than adults do. Therefore, we chose 5 different televisions stations which will air our commercial. On MTV, we will spend $1,651,815.00 (15%) on various programs such as TRL, The Real World Road Rules Challenge, The Hills and My Super Sweet 16. We feel that these shows attract tweens and will reach them most effectively. We will spend $1,321,452.00 (12%) on Nickelodeon programs such as Zoey 101, and the Kids Choice Awards. 9-14 year olds are very influenced by Nickelodeon and its programs and watch them often. We will also air commercials on the Disney channel. We will spend $770,847.00 (7%) doing so. Commercials will air on shows 40
  • 42. such as The Suite Life of Zack and Cody, That’s So Raven, Hannah Montana and Life with Derek. Tweens also spend a lot of time watching this network. $440,484.00 (4%) will be spent on ABC. Commercials will air on programs like Dancing with the Stars, The Emperor’s New School and Grey’s Anatomy. $220,242.00 (2%) will be spent on NBC and we will air commercials on shows like Deal or No Deal and the Office. These shows will reach parents so they are sure to see our ads as well. $1,651,815.00 (15%) will be spent on print media. $1,431,573.00 (12%) of that budget will be spent on magazines. We will advertise in Cosmo Girl, Sports illustrated for Kids, Seventeen, Parents and Smart Source Magazine. Cosmo Girl ($440,484.00; 4% of the budget) and Seventeen ($220,242.00; 2% of the budget) will reach females (9-14). This age group likes to pretend that they are older than they really are and love publications like these since it makes them feel older and cool. Ads labeled number 1, 3 and 5 will be placed in these publications since these are aimed for females. Sports Illustrated for Kids ($330,363.00) will reach the males (9-14). Males at this age love to read about sports and will be sure to see our ads in this publication. Ads labeled number 2, 4 and 6 will be included in Sports Illustrated since these are aimed towards males. We will also place all the adult ads in Parents Magazine ($220,242.00; 2%). This will be a great way to reach adults so we can show them how healthy Teen Cuisine is and that it is a great choice to give to their children. We will also advertise in Smart Source Magazine (110,121.00; 1%). Smart Source magazine is the free standing insert that runs in the Sunday newspapers. It reaches 70 million people every week and is the most effective form of media. Parents will be sure to see these coupons. Coupons will help to make parents become aware of our brand and possibly even make them try the brand, thus 41
  • 43. helping us obtain our objectives. Even if parents to not redeem the coupons, they will still see the brand and thus at the very least, brand awareness will increase. The rest of the print media will be spent on Direct Mail and Email. Through loyalty programs, we will have people sign up on a website and enter their birthday so a happy birthday email and teen cuisine coupon can be sent to the customer on his or her birthday. We have allocated $3,854,235.00 (35%) of our total first-year budget to internet advertising. We have allocated $1,101,210.00 (10%) to three sweepstakes that will be occurring during the first year. The following are descriptions of the sweepstakes which we hope will act as incentives to purchase Teen Cuisine. There are specific print advertisements for each sweepstakes: The first of our sweepstakes involves the popular teen film series “High School Musical.” One lucky Teen Cuisine consumer will win tickets to see “High School Musical On Ice” which is an extremely popular event amongst kids in the ‘tween’ age. Another sweepstakes will include an iTunes music giveaway. Each Lean Cuisine box will have a secret code which they will enter on the Lean Cuisine website. The code will tell them that they have either won points towards a free iTunes download, one free iTunes download or 50 free iTunes downloads. We feel that this sweepstakes will be efficient in getting kids to purchase Teen Cuisine. iTunes music downloads are extremely popular among both males and females of the younger generation and we are certain that this will provide great incentive to purchase our product. Hopefully, once they purchase the product for the iTunes, they will enjoy the taste and buy it again, eventually becoming loyal to Teen Cuisine. The third sweepstake will be aimed at parents to provide them with an incentive to purchase Teen Cuisine for their kids. After parents have purchased 10 boxes of Teen Cuisine they will be able to 42
  • 44. mail in their proof of purchase in order to receive a free “Kids Cuisine Cookbook.” The cookbook consists of simple and healthy recipes that kids can either make on their own or with their parents. We hope this offer will be attractive to parents since having a cookbook which suggests easy and healthy meals options goes along with Teen Cuisine ideals. Since our new brand is focusing on marketing towards parents and children it is important that our sweepstake series do not neglect the parents. We feel that the cookbook is an attractive incentive for the parent demographic. Certain advertisements for future years include sweepstake ideas such as winning Hannah Montana and Jonas Brothers concert tickets. During the first year we will spend $2,753,035.00 (25%) on banner advertisements. We feel that this will be an effective way to spend money because tweens are spending an increasing amount of time online. We have targeted websites which we feel will be most profitable to place banner ads for our products. We will spend $660,726.00 (6%) on the Disney website as well as $660,726.00 (6%) on the AIM buddy list (see appendix p.61). Disney is an important place to advertise because The High School Musical sweepstakes is linked to Disney, and its television programming is most viewed by our target tween age bracket. The Disney website is heavily trafficked by this same age bracket. Aol Instant Messenger is extremely popular among teens, which is why we feel that we should advertise there. We next chose to use banner ads on the Nickelodeon website (we invested $550,605.00) and MTV website (also $550,605.00). We feel that these two websites will be the 3rd and 4th most trafficked by our target age group due to television content of these networks. The next two places we have placed banner ads are Myspace and Facebook. We have allocated $440,484.00 43
  • 45. (4%) to Myspace because we feel that it is more popular with our target demographic than its rival Facebook. We have allotted slightly less of our total advertising budget to Facebook ($330,363.00 (3%) for this reason. The last place we have decided to place a banner ad is on Google Sponsored Results ($110,121.00). This is because Google is currently the most popular search engine and we feel that both adults and children will view our ads there. Lastly we have reserved $110,121.00 for other banner placement opportunities that may arise. We allocated $1,101,210.00 (10%) of the total budget to account for extra expenses such as event sponsorships (concerts and charity events) and miscellaneous promotions. We will be putting $550,605.00 (5%) towards the sponsorship of z100 Zootopia annual concert. Z100 is one of the most popular radio stations in New York City for members of our tween demographic. Every year they have a popular concert in which hundreds of musical groups perform. We feel that this will be a successful concert sponsorship that will reach our target demographic. We will also allot $330,363.00 (3%) to fund the American Heart Association Jump Rope for Heart Initiative. Jump Rope for Heart is a before-school program for kids which encourages exercising and jump-roping in order to prevent childhood obesity and promote physical activity. We feel that the health-oriented goals of this charity compliment those of the teen cuisine. By associating the Teen Cuisine name with this charity we are encouraging children to eat our healthy product as well as exercising. We have also allotted $220,242.00 (2%) towards funding miscellaneous promotions, such as advertisements in the supermarkets. We will be purchasing small banner advertisements to be placed in the freezer windows. We may also initiate similar promotions in stores such as taste-tests. However, we do not want the 44
  • 46. miscellaneous budget to only account for this type of advertising. We may use some of the budget for search optimization on Google, so when people type in frozen food or other key words, Teen Cuisine will be the first to pop up. Since we are a new brand on the market it is inevitable that other opportunities to create brand awareness will arise. Therefore we have this extra portion of the budget to account for those unforeseen opportunities that may occur. Sales Promotions Objectives for Trade Promotions 1. 60% of stores that carry Lean Cuisine will carry Teen Cuisine. 2. 35% of grocery stores will have Teen Cuisine banner ads placed on the freezer windows. Tactics/Rational for our Trade Promotions Our first objective is very important. We need stores to stock Teen Cuisine so consumers can buy it. We will obtain our first objective by giving slotting allowances to stores willing to stock our products. By paying these stores in cash with their initial order, grocery stores will be more willing to stock our product. The purpose of this is to “pay” for the aggravation of the grocery stores having to make room in their freezer and their warehouses to stock Teen Cuisine as well as the aggravation of putting Teen Cuisine into their computer systems. To obtain our second objective, we will use part of out miscellaneous budget to purchase banner ads that will be placed on the freezer space. 70% of consumers make their purchasing decisions at the grocery store. These ads will be perfect for impulse 45
  • 47. shoppers who are deciding at the freezer which frozen food they want to buy. Thus, it is important that many of the grocery stores have these ads in them. Objectives for Consumer Promotions 1. 25% of people who receive a Teen Cuisine Coupon will redeem it. 2. 35% of people who hear about our sweepstakes will purchase Teen Cuisine. Tactics/ Rational for Consumer Promotions We will be advertising in the Smart Source magazine so consumers can receive coupons for Teen Cuisine. Smart Source magazine reaches 150 million adults each week. It is circulated to 69.2 million homes and has an adult reach of 71%. It communicates brand equity messages and generates awareness. If 25% of the people who receive these coupons redeem them, this means that people are trying our product, which will lead us closer to our overall trail objective. Coupons really aid in trial since people feel like they are getting a good deal on the product. So, if someone is on the fence about buying the product and has a coupon for it, chances are the coupon will cause them to purchase the product. Even if people are not redeeming the coupons, they are still seeing them in this publication, which will also make people aware of our brand, thus building brand equity. As a result of our sweepstakes (iTunes, high school musical and cookbook), consumers will purchase Teen Cuisine. The lure of getting free iTunes downloads, winning concert tickets and receiving a cookbook is a great enough incentive for people to purchase Teen Cuisine. This will also help us achieve our overall objective of consumers purchasing Teen Cuisine. Hopefully, it will help to achieve another objective of brand loyalty. Consumers will try this product and want to purchase it again, 46
  • 48. regardless of sweepstakes being offered. The sweepstakes will drive the initial purchase and the quality of the brand will help to achieve brand loyalty. Other Marcoms Public Relations 1. 25% of the media who receives a press release will include Teen Cuisine in their publication. 2. 20% of people who learn about Teen Cuisine from this press release will try our product. We feel that our first objective will be obtained. By sending out a press release to the magazines, we feel that they will be impressed by our product and will be encouraged to feature it in their publication. It will be perfect for any magazines talking about healthy foods, childhood obesity or new, cool food products for teens. This will help obtain our objectives because it will allow consumers to see the new product in a reputable magazine that they trust and read. For our second objective, we feel that as a result of sending our press release to magazines, they will talk about our product which will in turn influence consumers to try it. Since Teen Cuisine is desirable to consumers of the magazines we have chosen, we hope that journalists will be happy to report on such a great product that they know will appeal to their readers. Event Sponsorship Objectives: 1. 35% of people who attend the Zootopia concert will positively associate this event with Teen Cuisine. 2. 30% of people who attend the concert will purchase Teen Cuisine. 47
  • 49. For our first objective, Teen Cuisine will be the primary sponsor of Z100’s Zootopia concert in New York City. This is a very popular concert among tweens. Teen Cuisine banners will be placed all over the concert, which will make people associate it with Teen Cuisine. In addition, announcements will periodically be made saying this event is brought to you thanks to our sponsors Teen Cuisine. This will show tweens that the brand is cool because it is sponsoring the best concert of the year. In order to obtain our second objective, we will distribute Teen Cuisine coupons at the event. People who receive these coupons will have a take-home reminder of who sponsored this concert. We feel that by offering a discount on the product with the combination sponsoring this event will cause people to try our product. Evaluation The overall evaluation of the campaign will be crucial to the success of Teen Cuisine because it is a new product. For this reason, we feel it will be worth the money to invest in an elaborate evaluation before, during and after the launch of the campaign. First, in order to evaluate the overall success of our advertising campaign, we will need to compare sales to previous trends and our projected sales. Additionally, we can compare our sales trends to several of our competitors (Healthy Choice, Fast Casual Restaurants, Kid Cuisine, etc.). Since we strongly believe there is a lot of potential for Teen Cuisine to be a very profitable product, and because the point of any new product launch is to make money, this will be the most basic means of determining how effective the campaign has been. We would recommend having ACNielson run product audits and Scanner Data to determine product movements and general success of the product. 48
  • 50. Because Teen Cuisine is a new product, concept testing will be crucial to the success of the campaign. By surveying shoppers and children at local grocery stores, we have only just begun the concept testing process. We strongly recommend giving both tweens and parents taste-tests before launching the product onto the market. In doing so, we will be able to understand which meals we would expect to be the most popular. Once the product is finally put on the market, taste-tests for current meals and other potential meals should be administered in order to determine which meals should be sold. Additionally, we can have focus groups and more one-on-one interviews with parents and children. However, now that we have a better idea of what the advertisements will be and what our product will look like, we can begin to get better feedback from both children and adults than we originally obtained when Teen Cuisine was just an idea. Although we feel confident about our advertisements, it might be worth it to run a few number diagnostics on our commercial and printed advertisements in order to see how children and adults react to the advertisements. Because we are planning to launch a new product onto the market, brand awareness of Teen Cuisine will be crucial to our success. We expect that those between the ages of 9-14 who are currently loyal to Lean Cuisine will quickly become aware of Teen Cuisine. Further, we expect a large portion of these consumers to switch from Lean Cuisine to Teen Cuisine almost immediately because kids will like the idea of a cooler microwavable dinner that is meant for teenagers. In order to measure how effective our campaign is doing, we will be using several tracking studies to determine brand awareness and overall attitude towards our new brand. As mentioned previously, we recommend using ACNielson to get scanner data on 49
  • 51. the overall effectiveness of the brand. Other forms of tracking methods can come in the form of iTunes surveys (see appendix p.71) and focus groups. When kids go online to redeem their free songs, they will be asked to fill out a short survey about Teen Cuisine and their overall attitudes about the brand. We will include questions that specifically ask how they heard about the new brand, which of the meals they like the most, and other information that will be crucial in making the campaign as successful as possible. Also, it will be important to evaluate how effective our different advertisements are on our target audiences in different locations. Again, we can use the different studies to analyze exactly which advertisements (print ads, TV commercials, etc.) are the most effective in different parts of the country. For example, the iTunes survey will specifically ask the children which advertisements they thought were the best. We will then be able to analyze the data and determine which advertisements are the most effective in different parts of the country. We can also look online and see how many Google searches that Teen Cuisine and Lean Cuisine received. If people are interested in the product or its promotions, they will probably type in Teen Cuisine or Lean Cuisine to find the website, so monitoring the number of Google searches we have can help to see how many people are interested in our product. We will be able to use these results to fix any problems and adjust our campaign accordingly. We can also easily measure our sales promotions. For example, we can see how many people actually send in their proof of purchases to receive a cookbook. If many people did so, then we know this campaign was effective in that consumers bought Teen Cuisine and wanted this cookbook enough to mail in for it. 50
  • 52. It will also be important to make sure that our event sponsorship and Public Relations plans are on schedule as well. Although it is expected that the amount of press releases will gradually decrease, we should be very critical of how effective our event sponsorship with Zootopia will be. If it proves successful, we can do similar concerts across the country. In order to make sure that the campaign is on schedule, it will always be important to make sure that our 5 objectives are going to plan: 1. Tweens (ages 9-14) will see Teen Cuisine as their favorite, easy-to-make, cool, dinner option. 2. Parents will want to purchase Teen Cuisine for their children because of its nutritional content and their child’s request to purchase this brand. 3. Teen Cuisine will achieve brand loyalty among our consumers. After one year 15% of people who viewed our ads will have tried Lean Cuisine and 10% of people who viewed our ads will have tried Lean Cuisine again and again, thus becoming loyal to our brand. 4. By the end of the first year we hope to have a 5% increase of Stouffer’s overall sales due to the introduction of Teen Cuisine. 5. By the end of three years, Teen Cuisine will have a 35% share of the tween consumer base and that percentage will increase in subsequent years. By following this evaluation plan, we believe that reaching these 5 objective goals will be more feasible. Constantly evaluating our process will allow us to make sure these 5 overall objectives are being obtained. 51
  • 53. Appendix 52
  • 54. Appendix: Consumer Report Tables Data Table 1a Question 1 Never 24% 12 A Few Times a Year 18% 9 Once a Month 12% 6 Most Times I Shop 32% 16 Every Time I Shop 14% 7 Total 50 Data Table 1b Question 2 Lean Cuisine 26% 13 Stouffers 20% 10 Amy's 4% 2 Healthy Choice 16% 8 Kroger Brand 8% 4 Smart Ones 10% 5 Hungry Man 8% 4 Bird's eye 4% 2 Trader Joes 4% 2 Total 50 Data Table 1c Question 3 Lean Cuisine 38% 12 Stouffers 19% 6 Amy's 13% 4 Healthy Choice 13% 4 Kroger Brand 6% 2 Smart Ones 13% 4 Total 32 53
  • 55. Data Table 1d Question 4 1 - Not Important 8% 4 2 6% 3 3 18% 9 4 30% 15 5 - Most Important 38% 19 Total 50 Data Table 1e Question 5 1 - Would Not Purchase 16% 8 2 18% 9 3 10% 5 4 32% 16 5 - Definitely Would Purchase 24% 12 Total 50 Data Table 1f Question 7 1 - No Influence 16% 8 2 26% 13 3 14% 7 4 30% 15 5 - Extremely Influential 14% 7 Total 50 Data Table 1g Question 8 Yes 66% 33 No 34% 17 Total 50 54
  • 56. Data Table 2a Question 1 yes 73% 22 No 27% 8 total 30 Data Table 2b Question 2 yes 59% 13 no 41% 9 Total 22 Data Table 2c Question 3 yes 64% 14 no 36% 8 Total 22 Data Table 2d Question 4 yes 87% 26 no 13% 4 Total 30 Data Table 2e Question 6 yes 60% 18 no 40% 12 total 30 Data Table 2f Question 7 not cool at all 3% 1 kinda cool 40% 12 cool 53% 16 sooooooo cool!!!! 7% 2 total 30 55
  • 57. 2008 Advertising Budget Dollar Value % of total TV $ 4,404,840.00 40% MTV $ 1,651,815.00 15% Nickelodeon $ 1,321,452.00 12% Disney $ 770,847.00 7% ABC $ 440,484.00 4% NBC $ 220,242.00 2% Print Media $ 1,651,815.00 15% Magazine $ 1,431,573.00 13% Cosmo Girl $ 440,484.00 4% SI for Kids $ 330,363.00 3% Seventeen $ 220,242.00 2% Parents $ 220,242.00 2% Smart Source Magazine $ 110,121.00 1% Coupon distribution $ 110,121.00 1% Direct Mail/E-Mail $ 220,242.00 2% 1% Birthday Mailer $ 220,242.00 2% Internet $ 3,854,235.00 35% Sweepstakes/ Contests $ 1,101,210.00 10% Banner Ads $ 2,753,025.00 25% AIM $ 660,726.00 6% Disney $ 660,726.00 6% Nickelodeon $ 550,605.00 5% MTV $ 550,605.00 5% Myspace $ 440,484.00 4% Facebook $ 330,363.00 3% Google Sponsored Results $ 110,121.00 1% Other $ 110,121.00 1% Other $ 1,101,210.00 10% Event Sponsorship $ 880,968.00 8% Concerts $ 550,605.00 5% Charity Events $ 330,363.00 3% Miscellaneous Promotions $ 220,242.00 2% Total $ 11,012,100.00 100% 56
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  • 71. To redeem your free song on iTunes you must quickly complete this short questionnaire. What’s Your Birthday? Month Day Year Where are you from? Choose Your State How did you hear about Teen Cuisine? Magazine From a friend Television Parents Myspace Saw it at the grocery store Facebook Other Instant Messenger Which Teen Cuisine Meal is your favorite? Choose Your Favorite Meal Here! Which of the Teen Cuisine Ads was your favorite? Choose Your Favorite Ad Here! Join the Teen Cuisine Club!!! • Find out about news and special offers • Keep track of your iTunes Teen Cuisine Points • Get a Free Meal coupon on your Birthday! Email Address: CoolKid@TeenCuisine.com Yes, I want to join the T een Cuisine mailing list and get a coupon for a free meal on my birthday!!! Teen Cuisine is a product designed just for you; we value your opinion and would like you to tell us what new stuff you want to see or what changes you want to make. Tell us what you think! Please feel free to put any other comments about Teen Cuisine Here! Submit 71