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Cheetos Media Plan

Client: Cheetos Objective: To draft a comprehensive media plan for Cheetos.

1 of 33
MEDIA PLAN
Hannah Alkadi
Hye Jung
Maura Maher
Cheetos Media Plan
Maura MaherHannah Alkadi Hye Jung
enigma
Solving the mysteries behind your brand,
so you don’t have to.
CURRENT USERS FOR CORN/TORTILLA/CHEESE SNACK
59
113
107 104
18-24 24-35 35-44
119 115 117
103 96
Atlanta 104
Chicago 107
Cleveland 105
Detroit 103
Washington D.C. 105
MARKETING OBJECTIVE
Increase United States market share by 5%
ADVERTISING OBJECTIVE
Generate 85% brand awareness among target audience.
Translating the hunger or stress for a snack into a craving for…

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Cheetos Media Plan

  • 1. MEDIA PLAN Hannah Alkadi Hye Jung Maura Maher
  • 3. Maura MaherHannah Alkadi Hye Jung enigma Solving the mysteries behind your brand, so you don’t have to.
  • 4. CURRENT USERS FOR CORN/TORTILLA/CHEESE SNACK 59 113 107 104 18-24 24-35 35-44 119 115 117 103 96 Atlanta 104 Chicago 107 Cleveland 105 Detroit 103 Washington D.C. 105
  • 5. MARKETING OBJECTIVE Increase United States market share by 5%
  • 6. ADVERTISING OBJECTIVE Generate 85% brand awareness among target audience. Translating the hunger or stress for a snack into a craving for…
  • 7. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS ➤ Number 2 in sales (2015) ➤ 28% share of households in 2015 ➤ Large market — 75% of U.S. HH’s eat cheese snacks ➤ PepsiCo, parent company, is growing ➤ Funny ads and spokesperson/mascot ➤ Health concerns of product ➤ Weak social media presence — low reach and frequency ➤ Boost cheese puffs more ➤ Sweetos ➤ New flavors ➤ Food collaborations, like Taco Bell and Doritos ➤ Cheez-it, Doritos, Goldfish and more brands introducing their own cheese puffs ➤ Health-conscious trend in eating
  • 8. COMPETITION Direct competitors: ➤ Products in the Savory Snack/Corn and Tortilla Chips and Cheese Snacks industry ➤ Doritos, Cheetos, Tostitos
  • 9. TARGET AUDIENCE ➤ Psychographics 18-24 24-35 35-44 119 115 117 103 96 18-34 116 94 106 ➤ 29.2% of cheese snack eaters have eaten 1-3 bags of Cheetos in the past 30 days, 2nd place to Doritos ➤ Most passionate cheese snack eaters HHs have four children ➤ 28.31% of cheese snack eaters prefer eating Cheetos most
  • 10. “They are adults who are often stressed with their daily burdens, but get through that stress with a positive mindset. They like to indulge in playful moments that life offers, such as eating cheesy snacks and licking their fingers as if they are little kids. They appreciate things that give them an excuse to not act their age and forget about the stress that comes with adulthood. At times, they like to just play around and pull mischievous but harmless pranks just like when they were kids. Cheetos Case Study
  • 11. WHEN ASKED FOR THEIR OPINIONS ON HEALTH, CHEESE SNACK EATERS AGED 18-34 SAID… 106 101 103
  • 12. WHEN ASKED FOR THEIR OPINIONS ON FOOD, CHEESE SNACK EATERS AGED 18-34 SAID… Snack between meals Love spicy food Enjoy simple and easy to prepare food Feel nothing wrong in indulgence in fatty foods Calories don’t matter if it’s their favorite food Fast food fits their busy lifestyle 103 106 102 101 105 103
  • 13. WHEN ASKED FOR THEIR MEDIA OPINIONS, CHEESE SNACK EATERS AGED 18-34 SAID… ➤ 103 ➤ 105 Bravo, CMT, Encore, HBO, HGTV, Lifetime and Showtime 3pm - 7pm Spotify
  • 14. INDUSTRY TRENDS Where do competitors advertise? How, when, any trends about snacks in general
  • 15. TRENDS ➤ Puffs ➤ Goldfish ➤ Doritos ➤ Cheez-it ➤ Food collaborations ➤ Doritos and Taco Bell ➤ Advertising: ➤ Humor
  • 16. PAST ADVERTISEMENTS PRINT, TV, AND SOCIAL MEDIA
  • 18. OBJECTIVE: FREQUENCY > REACH Due to regional scope, reach will be emphasized in some regions.
  • 19. CDI/BDI, REACH & FREQUENCY LEVELS ➤ Northeast: 88/61 ➤ Reach ➤ South: 97/111 ➤ Frequency ➤ Midwest: 108/89 ➤ Reach/Frequency ➤ West: 105/120 ➤ Frequency
  • 20. REGIONALITY ➤ Northeast: 88/61 ➤ Reach ➤ South: 97/111 ➤ Frequency ➤ Midwest: 108/89 ➤ Reach/Frequency ➤ West: 105/120 ➤ Frequency 88/61 97/111 105/120 108/89 Atlanta 109 Chicago 117 Dallas 106 Houston 118 Los Angeles 130 San Antonio 108 San Francisco 117 Washington D.C. 147 DEFENSIVE OFFENSIVEMAINTANENCE LIGHT
  • 21. SEASONALITY & SCHEDULING $0.00 $15.00 $30.00 $45.00 $60.00 January March May July September November TV Digital Print Outdoor Seasonality doesn’t play into Cheetos. It is a year round brand, with some heightened spending for Super Bowl. Scheduling strategy: continuity
  • 22. MEDIA VEHICLES AND SELECTION NORTHEAST TV Radio Outdoor Internet Q1 179 97 91 101 Q2 98 113 110 101 Q3 123 88 87 128 Q4 54 118 115 82 Q5 78 79 98 78 Q1 108 99 117 106 Q2 91 89 84 89 Q3 102 102 94 85 Q4 107 105 84 108 Q5 95 104 114 110 SOUTH TV Radio Outdoor Internet
  • 23. MEDIA VEHICLES AND SELECTION MIDWEST TV Radio Outdoor Internet Q1 79 103 84 108 Q2 179 98 119 96 Q3 106 109 103 107 Q4 84 108 101 105 Q5 100 81 96 89 Q1 60 100 94 80 Q2 84 114 101 122 Q3 75 93 115 102 Q4 133 72 118 91 Q5 123 128 81 108 WEST TV Radio Outdoor Internet
  • 24. MEDIA MIX ➤ TV: ➤ Superbowl ➤ CBS 110 ➤ ABC 110 ➤ FOX 110 ➤ NBC 112 ➤ Digital ➤ Gaming App 107 ➤ Social Media 112 (checked 3+ times a day) ➤ Owned Media ➤ Outdoor ➤ Print ➤ Entertainment 145 ➤ Music 152 ➤ Video Comp/Gaming 142 ➤ Sports 141
  • 25. MEDIA BUDGET National Budget = $100M 5% 15% 25% 55% TV Digital Print Outdoor $55M $25M $5M $15MNBC - 112 ABC - 110 FOX - 110 CBS - 110 PRIMETIME
  • 27. OWNED AND EARNED MEDIA ➤ Owned: ➤ Chester harmlessly pranking normal people ➤ Earned: ➤ Curating it from others ➤ #CheetoSpoofs
  • 29. Executions Super Bowl Commercial and Outdoor Billboard
  • 30. EVALUATION ➤ Surveys ➤ Measuring sales volume ➤ Brand recall ➤ Brand linkage tests ➤ Website impressions ➤ Inquiry tests ➤ Social media engagement ➤ Tracking the hashtag for the prank ➤ Tracking shares on the Cheeto videos
  • 31. REFERENCES ➤ Statista ➤ Simmons OneView ➤ Pepsi-Co 2014 Annual Report ➤ http://www.foxnews.com/leisure/2015/03/10/will-doritos-new-3d-chips-be-mega-hit-like- locos-tacos/ ➤ http://www.brandeating.com/2015/02/cheez-it-takes-aim-at-cheetos-with-new-cheez-it- crunch-d-cheese-puffs.html ➤ http://www.brandeating.com/2013/07/review-pepperidge-farm-buffalo-wing-goldfish- puffs.html ➤ http://www.huffingtonpost.com/entry/cheese-puffs_us_55b7d3bee4b0a13f9d1a865b ➤ http://www.adweek.com/socialtimes/social-media-apps-18-34-popularity/500720