2. Agenda
Agency Details
Situation Assessment
Target Market
Creative Brief
Media Planning
TV, Print, and Online Advertising
Public Relations and Sponsorship
Out of Home
Trade Shows
4. McEvoy and Associates
Full service integrated advertising and digital agency
High profile CPG clients with a variety of needs
Mindset that embraces emerging media
History of success despite unprecedented
recessionary headwinds
5. Mission Statement
The mission of McEvoy and Associates is to provide
results-oriented advertising, public relations, and
marketing designed to meet our client's objectives by
providing strong marketing concepts and excelling at
customer service.
We seek to become a marketing partner with our clients.
We desire to measure success for our clients through
awareness, increased sales, or other criteria mutually
agreed upon between the agency and the clients.
We are committed to maintaining a rewarding
environment in which we can accomplish our mission
7. Compensation
Fee-based for first year
Incentive based system starting the second year
Year 1: Totino‟s will be billed for compensation
based on the precise number of employee hours
worked on their behalf
In line with competition
Over 68% of agencies use fee system
Year 2+: Fee plus incentive bonus contingent on:
Market share
Brand-recall metrics
Agency-performance evaluation
9. History of Totino‟s
Founded by
Rose and Jim
Totino
Sold to
Pillsbury
Company
Acquired Jeno‟s
Pizza Rolls brand
Rebranded
from
Jeno‟s to
Totino‟s
Owned by
General
Mills- Sell
240 million
pizzas
annually
1951 1975 1986 1993 Today
10. Product Line
Party Pizza Pizza Rolls Jeno’s Pizza
Personal Pizza Bite-sized Pizza Snacks Premium Personal Pizza
12 varieties 12 varieties 4 varieties
12. Competitor Differentiation
Cost - $2.39
for 9 count,
$1.06 per
serving
Cook time – 2-
3 minutes
(microwave)
Cost - $2.29
for 15 count,
$.92 per
serving
Cook time –
60 seconds
(microwave)
Totino‟s Pizza Rolls are cheaper, and more convenient.
14. After strong growth post-recession, the frozen
pizza category has recently been struggling
$3,861
$4,242 $4,399
$4,706 $4,662 $4,582
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
2006 2007 2008 2009 2010 2011
$Sales(million)
Frozen Pizza Sales
Category is projected
to decline by -0.6% a
year from 2012-2016
Growth during recession
15. Frozen snacks, though a much smaller segment than pizza, has
been growing, as consumers look for convenience offerings
$1,540
$1,744
$1,861
$1,959 $2,023 $2,094
$0
$500
$1,000
$1,500
$2,000
$2,500
2007 2008 2009 2010 2011 2012 2013
(fore)
2014
(fore)
2015
(fore)
2016
(fore)
2017
(fore)
$Sales(million)
Frozen Appetizers/Snack Rolls Sales
16. Pizza Rolls are in a Mature Stage of the Product lifecycle –
Growth is 1.6% and there is increasing market competition
17. Product and Pricing
$2.29 $9.19 $13.79$4.79
Flavor and size variety
Convenient and easy to prepare
Affordable, competitive pricing
Unique product and taste
18. SWOT
Strengths
• Convenient
• Recognizable
brand
• Affordable
• Expansive flavor
selection
Weaknesses
• Minimal
nutritional value
• Niche appeal
• Bad reputation
Opportunities
• Growing
segment
• Re-sealable
• On the go
snacking
• Restaurants
Threats
• Economic
recovery
• Health
awareness
• Private label
brands
20. Totino‟s target market is large, busy families
Families with
Children
4-5 Members of
Household
Parents aged
25-44
Average Income
and Education
Employed Full
Time
Skew towards
Hispanic
Families
22. Market Segmentation
Totino‟s currently appeals to 2 distinct consumer
segments with different needs: kids and moms
“I want something that keeps my kids
happy, and fits into our busy day.”
“Totino‟s tastes great, and I love
that I can make them myself.”
23. The Totino‟s Consumer is busy, and is looking for
products that help her manage her day
25. Objective Target
Re-energize the
Totino‟s brand among
moms
Increase market share
among frozen snack
sales
Make mom‟s lives
easier
Moms
With families (2-3 kids)
Ages 25-44
Working full time
On-the-go
Looking for convenience
and solutions to a busy
life
Creative Brief: Moms
26. Tone Creative Strategy
Fun
Upbeat
Colorful
In line with Totino‟s
brand
Relatable
Portray Totino‟s as a
time-saving „hero‟ for
busy Moms
Target is already aware of
the brand
Ad should serve a reminder
to them of the good things
about Totino‟s
Creatives should include:
Mom
Kids
Packaging
Product
Catchy tagline
Creative Brief: Moms
27. Key Messages Media
Easy to make
Only 60 seconds
Kids can heat them up by
themselves
Loved by moms and kids
Always have a box on
hand
Last minute snack ideas
Feed a hungry crowd of kids
Be the “hero” by giving kids
what they want and keeping
them happy and satiated
Magazines
Targeted towards families and
parents
TV
Programs that families would
watch together
Digital/Social
Promotions
Coupons
Contests
Engagement
Do not focus on Radio or
Newspaper
Creative Brief: Moms
28. Timing Weaknesses to Avoid
Since we have a limited
budget, we need to focus
most advertising on select
times of year:
March/April Period to capture
school vacation time
August/September during back to
school shopping season
Digital should be spread out
over the entire year, with heavy
up periods in March/April and
August/September
Avoid mentions of:
Calories/Nutrition Information
Direct comparisons to
competitors
Creative Brief: Moms
29. We developed multiple ad concepts to target
Mom‟s based on the Creative Brief
Show happy, quiet kids, eating Totino‟s
VO: „Luckily I keep Totino‟s Pizza rolls on hand.
With 12 varieties, everyone has a favorite.‟
Open on scenes of kids whining
and refusing to eat their dinner
VO: „We‟ve all been there, those nights
when your kids decide they don‟t
like anything you‟ve made‟
„Picky Eaters Love Totino‟s‟
Show frazzled mom
VO: „Sometimes getting them to eat is a battle.‟
30. Who is Tina Totino?
Totino‟s Pizza Rolls
mascot
Will be using in
conjunction with the
Totino‟s brand
Looks like an average
mom – but in superhero
form
Representative of
Totino‟s saving the day
and making kids happy
Cartoon image of an
adult to appeal to both
moms and kids
32. Media Budget
We recommend a 2014 Media Budget of $28.5
Million, which will allow us to achieve our goal of
re-vitalizing the Totino‟s brand
TV Print Digital Sponsorship
/Events
Out of
Home
$15 MM $7.5 MM $5 MM $744,000 $208,000
33. 2014 Media Plan Flighting Schedule
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
TV
Print
Digital/Social
Blogger
Event
Coupons
Out Of Home
(Billboards)
Feeding
America
Promotion
Trade Shows NRA FMI
34. 1
Open on a living room scene
of a Mother and 4 children,
(the Mom‟s 2 kids plus 2
friends from school) the
children are running around
and playing loudly, blowing
off steam.
2
The kids take a break from
playing and realize that they
are hungry, they‟re ready for
their after-school snack.
VO kid: „Mom, we‟re
hungry!‟
3
Cut to a shot of Mom, she
stressed as she realizes that
she doesn‟t have any food in
the house
VO Mom: „I didn‟t have time
to go to the grocery store
after work.‟
4
In swoops Tina Totino! She
opens the freezer and
reminds Mom of the Pizza
Rolls that she keeps on hand.
VO Tina: „Don‟t worry mom,
Totino‟s to the rescue!‟
5
We see the kids sitting
quietly, happily enjoying
their pizza rolls with big
smiles on their faces
VO announcer: „Totino‟s
saves the day again‟
6
Show shot of Mom smiling
happily, giving Tina a high
five
VO announcer: „Be sure to
always keep pizza rolls on
hand, for when you need a
Supermom moment‟
35. TV Advertising – Network Selection
% of Target
Watching
Index of Target Budget
Reach Networks
Nickelodeon 21.83% 160 $2.5 Million
The Disney Channel 28.07% 153 $2.5 Million
Cartoon Network 19.48% 150 $2 Million
MTV (Music Television) 21.43% 125 $1.5 Million
ABC Family 29.05% 123 $1.5 Million
Frequency Networks
TeenNick 3.70% 185 $1.25 Million
Disney XD 9.15% 176 $1 Million
Galavision 5.76% 165 $1 Million
PBS KIDS Sprout 4.52% 151 $750k
Nick at Nite 11.12% 151 $1 Million
$15 Million
42. For every purchase of
Totino‟s Pizza Rolls, we
will donate 1 meal to
Feeding America
By sponsoring Feeding America, Totino‟s can help give back
to the community in a relevant, thoughtful way.
Budget:
$1 provides 8 meals
Recommend a $500,000
budget which will
provide 4 million meals
43. Promote Feeding America Partnership to the
Media to generate positive publicity
Example Press Release:
“Totino‟s is proud to announce a
new sponsorship with Feeding
America. Totino‟s will donate 1
meal for each box of Pizza Rolls
purchased, providing 8 million
meals to needy families. „This is
an incredible opportunity to give
back and support our local
community‟ says Brand
Manager Dan Johnson. Totino‟s
Pizza Rolls come in 12 flavors,
and can be found in your
grocer‟s freezer section.”
44. Target Top „Mom Bloggers‟ who may be willing to
write about Totino‟s
Host an event in Dallas, TX
for 100 „Mom bloggers‟ to
generate positive PR and
blog posts about Totino‟s
Send bloggers product
samples and educate them
on how Totino‟s can help
save them time
45. „Mom Blogger‟ Event in Dallas, TX
Totino’s Blogger Event – Sample
Itinerary
Day 1
5pm – 7pm Guests Arrive, check into
hotel
8pm – 11pm Meet and Greet
Day 2
9am Breakfast
10am-12pm Panel Discussion about kids
and Nutrition
12pm-2pm Cooking Demonstration and
Lunch
2pm-3pm Break
3pm-5pm Keynote Speaker
6pm-9pm Dinner
Costs to Host Event (based on 100
guests)
Transportation ($300
per person)
$30,000
Hotel ($250 per room) $25,000
Speaker Fees $45,000
Giveaways and Prizes $15,000
Agency Fee $35,000
Venue Rental $50,000
Total $200,000
51. Promotion Recommendation
Continue with aggressive promotional spend
Budget: $20 MM
$7 MM Smart source coupon insert (vary size depending on
budget and timing)
National distribution every 8 weeks (6x/year)
February, April, June, August, September, November
$10 MM Retail value
Free boxes
Discounts on multiples
In-store discounts
$3 MM In-store display promotions
Select cities in South with highest concentration of customers
52. Facebook Postcard Promotion
“Get a coupon for a free box of Totino‟s Pizza Rolls”
Steps to obtain coupon:
“Like” Facebook page
Provide mailing address and general information:
How often do you buy Totino‟s
Favorite flavor
Number of kids under 18 in the household
Customer will receive coupon 6-8 weeks later
Limited qty available: 25K
Specs:
3.5 x 3.5
100# Gloss Color
4/4 with bleed
Printing:
$1,500
Postage:
$6,500
Retail
Value:
$74,750
$82,750
53. Front Back
Facebook Postcard Promotion
Void if altered, copied, sold, purchased, transferred, exchanged or where prohibited or restricted
by law. One coupon per purchase of specified product(s). Good only in USA, APOs & FPOs
CONSUMER. No other coupon may be used with this coupon. Consumer pays any sales tax.
RETAILER: General Mills reimburses you the face value of this coupon plus .03 if submitted in
compliance with our redemption policy. Copy available upon request. Cash value 1/100 cent. Send
to GENERAL MILLS, PO BOX 880688, EL PASO TX 88038 or an authorized clearing house.
MANUFACTURER’S COUPON | EXPIRES 4/15/2013
Get one
FREE
box of
Totino’s
Pizza Rolls
Up to $2.99
Need a Tina
Moment?
<<Mr. Sample A. Sample>>
<<Address Line 1>>
<<Address Line 2>>
<<City, State, Zip>>
54. Show Us Your Rolls Contest
Come up with the newest variety of Totino‟s Pizza Rolls
Submit entries through Facebook
If you “Share” your submission, you‟ll automatically receive $1 off
#ShowUsYourRolls
3 Flavors will be selected and tested for 1 month
Consumers to cast vote on Facebook
Flavor with the most votes will win
Prize:
$5,000 & one-year supply of Totino‟s
40 ct. box every week
55. Additional Promotions via Social Media
Encourage moms to
post pictures of
their Tina Totino‟s
moments
#IAmTinaTotinos
Encourage kids to
post pictures of
themselves playing
with their pizza
rolls
#HowDoYouTotino
57. Trade Shows
The Food Retail Showcase
June 10 - 13, 2014
Chicago, Illinois
NRA Show 3014
May 17 - 20, 2014
Chicago, Illinois
58. Trade Show Budget
Food Marking Institutte – Food
Retail Showcase June 10-12
Transportation $2,000
Exhibit space –Lvl 1,
$27.00/sq. ft for 150 sq.
ft
$12,150
Additional costs $5,000
Total $19,150
National Restaurant Association –
NRA Show
Transportation $2,000
Exhibit space –Lvl 1,
$30.50.00/sq. ft for 150
sq. ft + $300.00 per
corner
$17,325
Additional costs $5,000
Total $24,325
Total: $43,475
59. New Flavors
• Totino‟s came out with
3 new flavors in 2013
•Meatball Marinara
•Cheesy Garlic
•Chicken Parmesan
• Looking for more out
of the box flavors that
will appeal to kids
• Stick with the fun
aspect of Totino‟s
60. Totino’s Pizza Rolls
A delightfully cheesy pizza-pocket
that the whole family will love
Flavors: Cheese, Pepperoni, Sausage
Sponsored Menu Item at a National Chain
Restaurant
61. Total 2014 Budget – Totino‟s Pizza Rolls
Paid Media Promotion
TV $15 Million Coupons $7 Million
Print $7.5 Million Price Promotions $10 Million
Digital $5 Million In-Store Display $3 Million
Feeding America
Sponsorship
$500,000 $20 Million
Trade Shows $43,475
Blogger Event $200,000
Billboards $208,000
$28.5 Million
http://www.totinos.com/Historyhttp://en.wikipedia.org/wiki/Totino's1951: Founded by Rose and Jim Totino1975: Sold to Pillsbury Company 1986: Pizza rolls as a separate endeavor by JenoPaulucci1993: Rebranded from Jeno’s Pizza Rolls to Totino’sToday:Acquired by General MillsBrands produce 1.4 million pizzas dailySell approximately 240 million pizzas annually
http://www.totinos.com/Products?id=F8E0AA63-A497-480F-A341-A8F917120C46Totino’s offers 3 different product lines. Party Pizza is a personal, thin-crust pizza. Pizza rolls are bite sized pizza snacks, which are similar to mini calzones. Jeno’s Crisp and Tasty is the higher-end pizza offering. Totino’s are all easy to make in either the microwave or the oven.
In 1968 JenoPaulucci, the creator of the Chun King line of pre-packaged Chinese food, took an egg roll wrapper and stuffed it with pizza toppings.
Bagel Bites = 2.25 servingsPizza Rolls = 2.5 servings (per box)Consumer Reports. Jan2002, Vol. 67 Issue 1, p39. 4p. 2 Color Photographs, 1 Chart.Smaller serving than pizza:Cheese pizzas average about 340 calories and 14 grams of fat per servingHealth benefits:Tomato sauce provides vitamins A and C, and cheese is high in calciumBetter alternative to other fast foods:Burgers with fries, chicken nuggets, etc.Convenient:Quick and easy allowing kids to prepare for themselves in 60 secondsFun:Bite-sized and come in a variety of flavors
Mintel projects the segment will grow another 10% through 2017Totino’s Pizza Rolls grew market share .2 percent in 2012, to 26.7%. . Private label posted the strongest store brand growth across any frozen snack (outside appetizers/rolls segment). Wide diversity and offerings provide little brand loyalty. “65% of frozen snack consumers say that finding a familiar brand is important in their purchase experience”
Source: Mintel Global Market NavigatorReady Meals (inc pizza) – USMarket SegmentationsThough still a huge category, frozen pizza is showing some softening. Consumers moved to frozen pizza due to economic concerns post-recession. As the economy is now improving, some are returning to higher priced restaurants. ‘The Frozen Pizza Production industry experienced solid revenue growth during the recession, but struggled against new obstacles in 2011 and 2012. When consumers had less disposable income during the recession, they tightened food budgets and bought frozen pizza as a cheap and convenient meal to eat at home, boosting demand. However, as the economy recovered, consumers returned to eating at expensive restaurants instead of buying frozen foods. Additionally, health-conscious Americans perceived fresh food as nutritionally superior to frozen, hampering demand for industry products.’IBIS World Frozen Pizza Report
Source: Based on Information Resources Inc. InfoScan® Reviews; U.S. Census Bureau, Economic Census; Progressive Grocer, Consumer Expenditures Study/MintelTotino’s straddles the line between pizza and frozen snacks. This is a great position for the brand to be in to take advantage of the growth in the frozen snacks segment. Frozen appetizers/snack rolls sales in 2012 reached $1.9 billion, or 42 percent of frozen snack sales. This category grew 23% from 2007-2012. Category grew 2.1 percent from 2011-2012, Totino’s grew 1.6%.Mintel projects the segment will grow another 10% through 2017Target = Market Share
*Actual store prices, not suggested retail price. Prices may vary by region. Sizes come in 15, 40, 90 and 140.Flavors include: Cheese, cheesy taco, combination, pepperoni, triple pepperoni, sausage, supreme, triple cheese, triple meat, meatball marinara, cheese garlic, and chicken parmesan. Totino’s Pizza rolls are microwaveable and cook in as little as 60 seconds. 59% of consumers surveyed by Mintel in February 2013 indicated that frozen snacks were an affordable snack option.
Strengths: Convenient, recognizable brand, affordable, expansive flavor selection and a unique productWeaknesses: Minimal nutritional value, niche appeal, bad reputationOpportunities: Growing segment, re-sealable packaging, on the go snacking, brand to restaurants 37% value products they’ve tried at a restaurant.”Threats: Economic recovery, growing health awareness, Bagel Bites aims for strong health perception “wholesome” nature of products, private label brands.
Source: Nielsen Spectra
Source: Nielsen SpectraThe highest areas of concentration for Totino’s consumers are in the southeast and Texas.
Mom ad: http://www.finlandfinish.com/totinos-mom-up/Totino’s needs to talk to 2 different groups, parents and kids. However both groups are fans of the brand for essentially the same reasons- they are easy to make and keep kids happy.
We will be focusing our media efforts on 2 key times of the year: 1. Back to School 2. March and April
Source: Nielsen Spectra
WE have chosen TV networks that will give us a strong combination of reach and frequency to ensure that our target sees our ads. We will focus on the broader networks, which reach a larger audience, but also supplement our media buy with smaller, niche networks that our target really over-indexes in viewing
Our magazine selection focuses on family-friendly publications that our target is reading. For the monthly books, we will buy 4 ads per year. The weekly publications we will purchase ads each week during our target 4 month advertising blitz.
Online, we will focus on social networks, where our target is busy sharing family photos and interacting with friends.
Totino’s has the opportunity to sponsor a National food organization such as Feeding America. This would be a great fit with the brand, and make customers feel like they are contributing to a good cause when purchasing Totino’s
Promote the sponsorship through Press releases, new articles, and potentially TV appearances on things like the Today Show.
Louisiana,Missisipi,Eating trends 20% of meals eaten in a carMost want meals to be quick, convenient, and cheap3 square meals with snacking in betweenhttp://news.stanford.edu/news/multi/features/food/eating.html http://web.missouri.edu/~ikerdj/papers/SFTFoodCulture.htm Organic Packaged Food US, Euromonitor, June 2011Baton Rouge Metro Area – Traffic heavy, good visibility. We want 100 gross rating points – message appears on as many panels needed to provide a daily exposure equal to the markets total population. (88 percent of adults over 30 day period)Adult population 400,000 . 100 daily GRPs = 40 billboards, $23,100//month or average cost for 100 daily GRPs = $578.
We like the orange background, feels happy and appetizing, reminds us of wonderful pizza!Ready in Super SpeedSupermom to the RescueWhen you need a Super momentTotino’s: Ready in 60 Seconds, What’s your Super Power?Super Snacks for a Super FamilyPizza in the Palm of Your Hand
We like the orange background, feels happy and appetizing, reminds us of wonderful pizza!Ready in Super SpeedSupermom to the RescueWhen you need a Super momentTotino’s: Ready in 60 Seconds, What’s your Super Power?Super Snacks for a Super FamilyPizza in the Palm of Your Hand
Louisiana, Mississippi,Eating trends 20% of meals eaten in a carMost want meals to be quick, convenient, and cheap3 square meals with snacking in betweenhttp://news.stanford.edu/news/multi/features/food/eating.html http://web.missouri.edu/~ikerdj/papers/SFTFoodCulture.htm Organic Packaged Food US, Euromonitor, June 2011Baton Rouge Metro Area – Traffic heavy, good visibility. We want 100 gross rating points – message appears on as many panels needed to provide a daily exposure equal to the markets total population. (88 percent of adults over 30 day period)Adult population 400,000 . 100 daily GRPs = 40 billboards, $23,100//month or average cost for 100 daily GRPs = $578.
Coupons are the #1 most influential form of marketing to consumers for grocery purchase decisions.Approx 74% of consumers use coupons to plan their grocery listhttps://www2.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf
Use information to assess future promotional campaignshttp://bcms.us/Postcards.aspx
http://www.newsamerica.com/productsandservices/instore/default.aspxDrive activity to social media and stay involved with consumers For exceptional submissions, provide a totino’s t-shirt and coupon for free box – cost is insignificant
100 stores, $1,500/store per 4 week period. 8 week run time (August – September) = $300,000.00 efforts to boost sales, growing category, brand not growing as fast as category. Target in the South. (Decals on doors and on top)100 stores, $2,000/store per 4 week period. 8 week run time = $400,000.00Totino’s Pizza Rolls are sold in multiple outlets, including grocery, drug, conveinece, dollar and club stores.Supermarkets represent nearly half of all frozen snack sales, and grew by 2% from 2010-2012. Supercenters, warehouse clubs, convenience and dollar stores frozen sales represents nearly 48% of frozen food sales and grew by 8.7% over the same period. Drug store sales rested at 2% but grew the most at 27% from 2010-2012.
Plan Now to Attend FMI2014 - the food retail industry's most-attended conference and exposition in North America. FMI2014 brings together over 12,000 industry-shaping professionals from 90 countries for four days of thought-provoking education, a dynamic show floor with 1,200+ exhibitors and countless opportunities to learn more about your customers.- See more at: http://www.fmi.org/events-education/conferences-tradeshows#sthash.dmwbQrLz.dpufShowcase new flavorsEvery year, over the course of four days, more than 1,800 suppliers and tens of thousands of buyers come together to make lasting connections that drive business profitability and shape the future of the restaurant, foodservice and hospitality industry.Connect with 1,800+ exhibitors across 900+ product categoriesAttend more than 70 free education sessions on hyper-relevant topicsNetwork with industry leaders from 100 countries and across the U.S.Get jazzed by top chefs in the World Culinary ShowcaseFind niche solutions in focused Specialty PavilionsLive it up at official Show after-parties that celebrate our industryShowcase to restaurants, perhaps get product on some menu’s.Applebees--- customer = target market.
Totino’s can sponsor a limited-edition pizza roll appetizer at a national chain such as Chili’s or Applebees. This would be used to promote brand trial
