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Expanding Special K's Reach Through a Healthy Lifestyle Campaign
- 1. Cristina Gonzalez-Chin Eleanor Blott Benjamin Lopategui Lauren Puliafico 1
- 2. Table of Contents Why are we here today? - Cristina What did we use to get here? - Ella What’s the category up to? - Ella How are Kellogg and Special K doing? - Ella & Cristina Who are Special K’s competitors? - Cristina Who are we looking for? - Ben Where are we going to do it? - Ben & Lauren When are we going to do it? - Cristina How are we going to do it? Budget Breakdown - Ella Media Preferences - Lauren Flowchart - Ben What else did we look at? - Ella 2
- 3. Why are we here today? 3
- 4. Objectives ● Expand the brand through a reach campaign ● Shift our focus to a slightly older audience ● Move from a “weight loss” narrative to a “healthy lifestyle” narrative 4
- 5. What did we use to get here? 5
- 6. Sources 6
- 7. What’s the category up to? 7
- 8. Category ● 65% of adults have purchased cereal for breakfast in the last 3 months ● Cereal sales overall have been slowly declining since 2012 and the decline is projected to continue ● As a whole, companies spent $6,163,884,000 on cold cereal advertising in the last year, compared to $6,064,922,000 in the previous year Source: Mintel & Ad$pender Source: Mintel 8
- 9. Category ● Most people do not eat cereals perceived as for weight management like Special K, but those who do are eating more now as compared to last year ● While, morning cold cereal sales have flattened, ⅓ of cereal is consumed outside of breakfast Source: Mintel & Business Insider 9
- 10. How are Kellogg and Special K doing? 10
- 11. Company History Kellogg is an American multinational food manufacturing company founded in 1906 as the Battle Creek Toasted Corn Flake Co. Kellogg is all about breakfast, and has been working for over 100 years to make a positive impact on its consumers through the most important meal to help them get through their day in the best way possible. Kellogg’s Special K was introduced in 1955. Source: Kellogg’s 11
- 12. Overview ● Kellogg Co. is the leading vendor of breakfast, cereal and snack bars in the U.S. ● While sales have declined for Kellogg’s over the last year, Special K has gained share & increased consumption, following a change in message from Special K as a dieting food to one making it part of a healthy lifestyle ○ Sales of Special K have increased 21% since 2013 ● Kellogg’s has spent $690,328,000 on advertising for all of its Special K products in the last year Source: Kellogg’s & Statista & stealingshare.com & Ad$pender 12
- 13. SWOT of Kellogg’s Special K Cereal Strengths Weaknesses Easy to prepare Available in other forms (bars, shakes, etc.) More nutritious than the general cereal alternative Daily consumption can be monotonous Failed attempt to market the cereal as a way to lose weight More expensive than other cold cereals - approximately $1 more per box Opportunities Threats Market to healthy people for a healthy lifestyle instead of weight loss. The whole cold cereal category is in decline Consumers are turning to faster choices, such as yogurt and bars 13 Sources: Mintel, University Reporter & Kellogg’s
- 14. 14 Who are Special K’s competitors?
- 15. Competitor 1: Raisin Bran Consumers: adults 55+ skewing women Almost doubles the number of consumers of Special K (11.72% target compared to Special K’s 7.02%) Similar target audience to Special K Source: MRI+ University Reporter 15
- 16. Competitor 2: Fiber One Consumers: adults ages 45-64 slightly skewing men The age group coincides with our target audience Less consumers than Special K (3.62% of target audience) Source: MRI+ University Reporter 16
- 17. Competitor 3 - Chobani yogurt Chobani Consumer: adults ages 45+ skewing women Target audience coincides with Special K’s target More consumers than Special K (10.90% target audience) Source: MRI+ University Reporter 17
- 18. Who are we looking for? 18
- 19. Target Audience Initial Audience: Active married mom 25-39 with kids between 0-12 Recommended Target Audience: Adults age 45+ skewing female 19Source: University Reporter
- 20. Psychographics Educated Family Oriented Active Health Conscious 20Source: University Reporter
- 21. Target Users Female Edge: Women Index 106 Woodstock: Age 55-65+ Index 110 Mo’ Years Mo’ Money: HH Income 75-150k+ Index 111 Occupation Independent: Occupation Indices 100-106 What’s New?: News Format Media Index 125+ Olé: Spanish or Hispanic Origin Index 124 21Source: University Reporter
- 22. Where are we going to do it? 22
- 23. Media Map 23 San Francisco Los Angeles Phoenix Dallas Houston Miami Hartford Boston Portland
- 24. Research Findings 24 Los Angeles San Francisco Houston Dallas Phoenix Miami Boston Portland Hartford Population 55+ 2.9M 199,751 385,577 423,739 256,692 612,500 113,658 15,181 231,872 % of Population 33% 26% 20% 19% 19% 26% 20% 24% 27% Hispanic Population 4.7M 121,774 919,668 905,940 589,877 1.6M 107,917 1,998 136,783 % of Population 47% 15% 43% 38% 40% 65% 17% 3% 15% Source: suburbanstats.org
- 25. When are we going to do it? 25
- 26. Campaign Scheduling January to July 2017 ● This is a time when people are trying to get into their best shape, after the holidays (New Year resolution), up until the early summer (“summer body”) ● Beginning of week (Mon., Tue.) ○ People are most “health concerned” after the weekend Source: Statistic Brain, The Atlantic 26
- 27. Media Scheduling ● Magazines: one advertisement (½ page, 4 colors) monthly per magazine from January to July. In the bi-weekly magazines like Forbes, we will advertise in the first issue of the month. ● Digital: continuous throughout the month. ● OOH: January, February, June in every city. ● Sponsorship: event June 2nd-17th, and all materials leading up to it from January until the end of the event ● Radio: Constant from January to July, every other week, twice daily. 27
- 28. How are we going to do it? 28
- 29. 29 Sponsorship - $264,000 Radio - $1.33 million Digital - $1.5 million OOH - $2.47 million Magazines - $2.93 million Total: $8.5 million Budget Breakdown
- 30. Media Preferences: Print - Magazines ● “O” Magazine (Oprah) ○ Avg. age of reader: 50.5 ○ Composition - Women: 88% ● HGTV Magazine ○ Avg. age of reader: 46.4 ○ Index among women: 146 30 ● Arthritis Today Magazine ○ Avg. age of reader: 60 ○ Composition - Women: 78%
- 31. Media Preferences: Print - Magazines ● Forbes Magazine ○ Avg. age of reader: 43.7 ○ Composition - Women: 48% ● Latina Magazine ○ Avg. age of reader: 36 ○ Index 110 31
- 32. Media Preferences: Digital ● Social Media ○ Facebook is the only relevant social media to our target audience ■ Users 35+: 46.7% ● Targeted Websites ○ AARP.com ■ Users 45+: 86% ○ Coupons.com ■ Index: 132 ○ Little Things ■ Users 35+: 61% Source: Jetscram & AARP & University Reporter 32 ○ NY Daily News ■ Users 35-54: 46% ○ Forbes (Online) ■ Women Users: 42%
- 33. Media Preferences: Out-of-Home (OOH) ● Transportation and billboards ○ LA, San Francisco, Houston, Dallas, Miami, Phoenix, Boston, Portland, Hartford ○ Areas where active people are likely to pass on their commute or in their free time ■ Bus shelters ■ Taxis ■ Billboards 33
- 34. Media Preferences: Sponsorship The National Senior Games ● June 2-17, 2017 in Birmingham Alabama ● Their vision is to motivate active adults to lead healthy lifestyles ● The Games welcome qualifying athletes 50 and older ● The 2017 Games expect over 10,000 active adults, ages 50+ to participate, plus spectators ● Our sponsorship would place the Special K logo on the website and all disseminated materials until and during the games, plus prominent physical display during each event Source: NSGA 34
- 35. Media Preferences: Radio ● Radio stations targeted towards the 45+ listener ○ Nostalgia radio stations (oldies) ○ Talk radio ○ Adult contemporary 35
- 36. Flowchart 36
- 37. 37
- 38. What else did we look at? 38
- 39. Media Considered but Not Recommended ● Twitter/Instagram: the target audience are not generally active participants on these sites, whereas they are present on Facebook ● Newspapers: our content will not be time-pressing, and people buy cereal on a rolling basis, so magazines are a more appropriate print medium for their longevity ● OLV (online video): the target does not consume a lot of content that would hold pre-roll & mid-roll OLV, such as on YouTube or other video sharing sites, and they watch their television content on their TVs, and less-so online 39
- 40. Thank You! 40
- 41. Sources http://www.today.com/health/most-popular-best-days-start-diet-t102581 http://www.statisticbrain.com/new-years-resolution-statistics/ http://www.theatlantic.com/health/archive/2014/04/mondays-for-your-health/360692/ http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/ https://res.cloudinary.com/advertise-aarp/image/upload/v1478531606/AARP_Digital_-_Media_Kit_2017.pdf https://res.cloudinary.com/advertise-aarp/image/upload/v1460643921/AARP_Digital_-_Rate_Card_2016.pdf http://www.omediakit.com/r5/showkiosk.asp?listing_id=4838990&category_id=77314 http://www.megamediamarketing.com/demographics.html http://www.forbesmedia.com/advertising/ http://www.latina.com/files/pdf/lmv_media_kit_2016.pdf http://www.hgtvmagmediakit.com/audience/our-reader http://www.arthritis.org/Documents/Sections/Arthritis-Today/About-Our-Audience.pdf http://investor.kelloggs.com/~/media/Files/K/Kellogg-IR/Annual%20Reports/kellogg-2015-AR-10-K-v3.pdf http://www.businessinsider.com/kellogg-strategy-cereal-declining-2015-12 https://www.statista.com/topics/1808/kellogg-company/ University reporter > 2015 > Household products: food products > breakfast cereals (cold) University reporter > 2015 > Household products: food products > yogurt https://www.gfkmrismartsystem.com/UniversityReporter/Report.aspx 41