1. Developed for CAP 210: Fundamentals of Advertising
By Lori Conerly
Grand Valley State University, Fall 2014
2. Table of Contents
Executive Summary……………………………………………………………………………………………………3
Overview………………………………………………………………………………………………………………………3
Situational Analysis…………………………………………………………………………………………………..…4
Goals and Objectives…………………………………………………………………………………………………5
Key Insights…………………………………………………………………………………………………….…5
Key Idea…………………………………………………………………………………………………………….5
Measurable Goals……………………………………………………………………………………………5
Website and Social Media…………………………………………………………………………..……………6
Competition…………………………………………………………………………..…………………………………..…6
Target Audience…………………………………………………………………………………………….……………7
Value Proposition…………………………………………………………………………..……………………………8
Creative Brief…………………………………………………………………………..………………………..…………9
Media Plan…………………………………………………………………………..………………………………..……11
Media Mix…………………………………………………………………………..……………………….……11
Seasonality and Scheduling…………………………………………….……………..……………12
Geographic Focus…………………………………………………………………………..…..…………12
Gantt Chart…………………………………………………………………………..…………………..….…13
Promotional Plan…………………………………………………………………………..…………………………..14
Social Media……………………………………………………………………………………………………14
Outdoor…………………………………………………………………………..……………………….………15
Out-of-Home………………………………………………………………………………….…..……………16
Google AdWords……………………..……………………………………………………….……………19
Conclusion…………………………………………………………………………………………………….……………19
3. Executive Summary
The following report details a plan to implement promotions for the Quick Chef
grill. Quick Chef, previously known as the Palate Smart Grill, is a specialized
cooking appliance that uses advanced precision software to create gourmet,
restaurant-like meals. The market for personal kitchen grills is fairly small. The
Quick Chef’s precision technology allows opportunity for the product to dominate
the market over its leading competitor, the George Foreman Grill. To increase
focus and effectiveness, a target audience has been aligned with the product.
Also, the concept of a “general customer” was created for more detail. A creative
brief and media plan have been created to outline the goals and objectives of the
campaign. Scheduling has also been outline to attribute appropriate promotions.
This campaign will increase awareness of Quick Chef to the designated target
audience.
Overview
The Quick Chef allows for simplicity in cooking. With a one touch set up process,
it’s powerful software and advanced sensors automatically adjust the cooking
profile to give perfect results. Its technology functionality ranges from completing
simple tasks like frying an egg, all the way to preparing a delectable steak.
Preparing a meal, but in the midst of cleaning the house before guests arrive? No
worries! The Quick Chef is designed to fit hectic lives. It holds food at exact
quality, and allows you to eat when you’re ready. The precision-cooking
technology allows the consumer to become a chef in the comfort of their own
homes.
4. Situational Analysis
Managing life and all its’ curveballs becomes extremely hectic. After a long day of
work, the last thing someone wants to have to worry about is preparing an
elaborate dinner. How would it feel to begin dinner with the push of button? Kick
off your shoes, find a movie, and wait while Quick Chef prepares dinner for you!
The makers of Quick Chef have incorporated precision technology to prepare
restaurant quality meals in the comfort of the consumer’s home. Unlike
traditional cooking, food cannot overcook or undercook. The Quick Chef
distinguishes the difference between rare and medium rare. It can also perform
other tasks with ease such as browning onions without burning them, even if the
cook turns away to focus on other things. The Quick Chef transforms a 2 hour
cooking time into 45 minutes! On nights when the kids need help with homework,
or work has to be taken home from the office the Quick Chef is perfect. It
eliminates the tedious job of preparing dinner and permits more time for other
tasks to be completed or for a period of relaxation. Essentially, the Quick Chef
allows for more stability in one’s hectic lifestyle.
5. Goals & Objectives
Key Insights
Brad is a 28 year old bachelor. He lives a fast-paced city life in New York City as an
investment banker. His day is crammed with business meetings and paperwork,
with very little time left for leisure. When the night winds down he’s starving from
a long day at work, but has no energy to prepare a full dinner. He craves
restaurant quality food, but doesn’t always have the time to sit and enjoy the
meal at a restaurant. He desires the product that will allow him to sit back with a
bottle of wine and overlook the day’s work while dinner is being prepared;
something like having a wife, without actually having a wife. He understands the
value and need for products like Quick Chef, to simplify one of the day’s tasks.
Key Idea
The Quick Chef allows for quick, gourmet meals with the push of a button. Its
precision-technology recreates restaurant quality food in the comfort of the
consumer’s home. “Life is hectic. Let dinner be easy.”
Measurable Goals
Awareness and campaign effectiveness can be measured by positive mentions of
Quick Chef on social media and in the press. A 30% increase in awareness,
compared to the previous year, would show a substantial amount of growth for
the product.
A Facebook, Twitter, and Instagram for Quick Chef are necessary and must be
created in order to reach the target audience. To show progress, 500 Facebook
likes, 300 twitter follows, and 250 Instagram likes should be gained.
6. Consumers should feel as though they are eliminating the “work” of cooking with
the Quick Chef.
Website & Social Media Accounts
Website: www.quickchef.com
Facebook: www.facebook.com/quickchef
Twitter: www.twitter.com/quickchef
Instagram: www.instagram.com/quickchef
Competition
Direct
The George Foreman Grill
Indirect
Kitchen appliances (stoves, microwave ovens, etc.), outdoor grills
Target Audience:
Demographics
7. The target audience is working class males, ages 25-37, living in large
metropolitan areas, college or graduate students; Income ranging between
middle, upper middle ($35,000-$52,000) and upper class ($52,000-over
$100,000).
Psychographics
The target audience is single and lives a fast-paced, on-the-go lifestyle, and enjoys
relaxation as the day ends. The target audience can be considered the “High
Expectationist”; materialistic, acquisitive, charismatic, and attracted to product
uniqueness and packaging.
First Person Statement: Meet Brad!
I am a 28 year old bachelor who works as an investment banker in New York City.
I drive a 2013 Ford Mustang. I work hard during the week, and play harder during
the weekends. I live in a two-story loft with my Boston terrier, King. When I’m not
at the office, I’m usually out of the house getting into some new adventure and
never seem to have the time to prepare a home cooked meal. There is not
enough time in the day for me to work and prepare a sufficient meal. It would be
a dream to be able to come home from work, and have dinner ready within 20
minutes. Of course this has only been a dream of mine. I’m not the best chef, so I
would prefer a cooking appliance that did all of the work to be honest. I’ll stick to
the work in the office!
8. Value proposition
Functional Benefits
Cooks food exactly as requested (precision-temperature)
Holds food at specific temperature once it is done cooking
Can cook anything from vegetables, to steak, to salmon
Quick cooking process
Easily maintained/cleaned
Small storage space
Emotional Benefits
Eliminates the stress of preparing a full meal
9. Creative Brief
Date: December 8, 2014
Project: Quick Chef
Consultant(s): Lori Conerly
Core Message:
The Quick Chef will eliminate the inconvenience of long cooking times for the
busy consumer by taking the work out of cooking.
Perceptions:
Brand
The product will make the consumer’s life easier; it is quick and simple enough for
anyone to operate (2-step process); it can cook virtually anything; it appeals to a
wide range of consumer types.
Customer
The consumer is constantly on-the-go and rarely has time to prepare a home
cooked meal. The consumer likes the taste and quality of restaurant foods, but
would prefer not to spend restaurant money every night.
Customer Insight:
A short description of a day in the life of Brad:
Brad begins his day early Monday through Friday waking up at 6:00am to be at
work by 6:30am. On the way to work, he stops at the local coffee shop for
breakfast, 2 bagels with cream cheese, a large coffee, and an apple. While at
work, his schedule is filled with meetings and compiling paperwork. By 12:30
noon, it is lunch time. He grabs lunch at the Thai restaurant across the street from
10. his job. He isn’t done with work until 6:00pm. By that time, Brad is hungry again.
He is too tired to consider cooking a meal at home and would prefer a quicker
option. He orders Chinese for pick-up and takes it home to eat. Before eating he
takes his Boston Terrier, King, for a walk.
Where & When:
The best placement for Quick Chef advertisements would be large metropolitan
cities like: New York, Boston, Chicago, Los Angeles, Las Vegas, Miami, Atlanta, and
Dallas. Seasonality does not directly apply to the product because it is an indoor
cooking appliance, so it may be pushed year-round.
Benefits:
Quick Chef will eliminate the stress of preparing a home cooked meal after a hard
day at work. The consumer will value the product because of its innovative
technology.
Strategy:
With this ad plan, Quick Chef will directly reach its target audience and connect to
their needs. They will become aware of Quick Chef’s benefits in eliminating stress
and of its precision technology. They will become aware of its efficiency and easy
manageability.
Message:
“Life is hectic. Let dinner be easy.” is the slogan of Quick Chef and is the primary
focus of this ad plan. Quick Chef is dedicated to eliminating the stress of preparing
dinner. As the work piles up, making dinner should be the least of anyone’s
worries.
Objective:
Increase awareness of the Quick Chef through strategic planning and inform the
target audience of its various benefits.
11. Outlets:
Traditional and online media will be used. Concentration will revolve around food
magazines, large retail distributors, product website, Twitter, Instagram, and
Facebook.
Deadline:
The Quick Chef Campaign will be exactly one year in length. It will begin in April
2015 and end in April 2016. This time period will allow the campaign to reach its
full potential and help the target audience become more aware of Quick Chef and
its benefits.
12. Media Plan
Media Mix
Owned:
Online website presence, Quick Chef demonstration table at the
grocery store
Earned:
Social media: Facebook, Twitter, Instagram (videos uploaded
demonstrating technology)
Paid:
Print advertisements in home appliance magazines- visual ads that
show specific meals that can be made with Quick Chef and recipe
provided
Coupons in Kmart, Wal-Mart, etc. magazines- Buy one, get one 30% off
(holiday special)
Online advertisements- interactive videos that show food preparation
with Quick Chef, followed by recipe description
Commercial spots (spot on QVC) - simplistic commercials showing the
easiness of the product; product made be sold quickly on QVC.
Billboards- colorful and vivid displays of meals that can be prepared
with Quick Chef; strategically placed near grocery stores and areas of
transit from city going into suburbia
13. Seasonality & Scheduling
Quick Chef will be sold year round, but more advertisement will be
pushed during the holiday season (especially around Black Friday and
Christmas).
Geographic Focus
There is no specific destination for the product. It will be sold all over,
specifically in metropolitan-city areas like New York, Chicago, Dallas,
Los Angeles, Nevada, Miami, and Atlanta.
14. Gantt Chart
Tactics Jan Feb March April May June July August Sept Oct Nov Dec
Traditional
Magazine
Ads in Food
& Retail
Magazines
Coupons
Billboards
Online
Facebook
(1-2x/day)
Twitter (2-
3x/day)
Instagram
(1-2x/day)
Website
Planning
Evaluation
Plan for
following
year
15. Promotional Plan
Social Media
Social media outlets such as Facebook, Twitter, and Instagram will be used to
connect with the designated target audience, and keep them informed about
technological advances with Quick Chef. These media outlets will also inform the
target audience of any other interest regarding Quick Chef.
Facebook:
17. Outdoor
With the use of outdoor advertisements, such as billboards, Quick Chef will reach
its designated target audience as they commute to and from work, or goes
grocery shopping. The billboards will accurately portray the Quick Chef brand.
Out-Of-Home
Other forms of advertisement will be strategically used to effectively position
Quick Chef in the minds of the consumers. Coupons offering “buy one, get one”
deals will be placed in large retail magazines or sales papers. Also, creative and
vivid ads will be placed in the leading food magazines to provide more
information on the product and its advanced technology.
19. Google AdWords
The online presence of Quick Chef will greatly increase with the use of Google
AdWords. This will allow consumers to easily locate the product. Words and
phrases that may be used will include: grill, easy dinner preparation, cooking
appliance(s), personal grill, precision cooking, and advanced cooking technology.
Conclusion
Quick Chef is an advanced technology product that serves various functional
purposes. Its precision software allows food to be cooked exactly as requested in
a timely manner. By implementing this plan, Quick Chef will be sure to gain the
attention of the specified target audience and create awareness. This plan uses
various forms of media to reach the target audience and persuades using
emotional and functional benefits. This plan also highlights the need for the Quick
Chef in a hectic lifestyle. “Life is hectic. Let dinner be easy!”
