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Kashi Plansbook


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Kashi Plansbook

  1. 1. “7 whole grains on a mission” Advertising “Soak it in”
  2. 2. Liquid Advertising “Soak it in” CEO - Landon Brooks Jenna Smith Andrea Likes Jonathen Robben Jeremy Garrett Kelsey Marlow Kristina Skoniecke Ashley Anderson Adam Hirsch Advertising 2
  3. 3. Introduction Table of Contents The Kashi Company, established in October 1984, has become Liquid Advertising 2 a well-known brand in the all-natural and organic food market. Introduction 3 With their seven whole grains and sesame, Kashi has continually promoted the importance of nutritional value in Situation Analysis 4-9 everyday diets. Company Analysis 5 Kashi began its endeavor in the frozen pizza market in Market Analysis 5 2007. Even though the Kashi Company has been instrumental Product Analysis 6 in promoting healthy and active living, they have done little to publicize their new product, Kashi All-Natural pizza. This years’ Competitive Analysis 7-8 case study calls for a 15% growth in pizza sales to reach $40 Consumer Analysis 8 million by the end of next year. True to their values, this campaign must also incorporate the healthy and active living concept SWOT/ Kashi endorses, with the expectation that Kashi will be recognized Problems and Opportunities 9 as a leader in the all-natural and organic food market. Brand Strategy 10 Our goal at Liquid Advertising is to increase the awareness of Kashi’s healthy living concept through promotional Target Market Profile 11 and sponsored events around the United States, and advertising; Media Objectives 12 all the while marketing Kashi All-Natural frozen pizzas. Media Strategy 12-15 Contingency Plan 16 References 17 3
  4. 4. Si tua “The closer the nature, the better the food, the t ion An better the food, the better we feel, and feeling good is what it’s all about.” al - Sarah Ceccarelli Kashi Nutritionist s ysi 4
  5. 5. Company Analysis Market Analysis Founded in October 1984, the Kashi In this day and age, society is constantly on While the frozen pizza market showed little growth Company, a division of Kellogg, is dedicated in the go with little time to sit down to a complete a between 2001 and 2005, Amy’s almost doubled in continuing to provide its consumers with all- meal. Meals for these fast paced individuals need annual sales. They acquired $24.6 million in sales in natural, minimally processed foods. As a pioneering to be quick and healthy, however the majority of 2005, which was a 20.3% increase from their sales all-natural foods company, Kashi lives by their instant meals are full of unhealthy ingredients and in 2004. concept, “Kashi Seven Whole Grains & Sesame,” deprived of nutritional value that is essential in Trends show that it is more likely for by emphasizing the importance of healthy and leading a healthy lifestyle. people between the ages of 25-34 and 55 and up to active living to their consumers with great tasting, The rise in the natural/organic foods purchase natural/organic foods. These people tend innovative and healthy foods. market has taken a new high. As a result of this, to be college graduates or have graduate degrees. In pursuit of this, the Kashi Company has many producers are seeing great value in the frozen Surprisingly people who are divorced are most advertised through many television commercials food market, which consists of fish, vegetables, fruit, likely to buy within this market followed by married with the use of personal stories from some of their ready-made meals, pizza, and desserts. people. Households of one or more are likely to own Kashi employees, who are all on the same In 2007, the global frozen food market grew buy natural/organic foods, followed by households mission in finding new ways to help society achieve by 3.6%, reaching 100 billion dollars. The Asian- of two; furthermore it is also likely that women will a greater lifestyle. Pacific region claims the largest frozen food market buy within this food market. The pacific, northeast, Throughout the years, Kashi has been at 34.3% with Europe following close behind with and west central regions are more likely to buy known for their natural cereals, natural snacks, 34.2%. Supermarkets and hypermarkets are the natural/organic foods. crackers, and frozen waffles. It was not until main channels of distribution for frozen foods and recently that Kashi expanded their popular natural makes up roughly 70.2% of the profit at these Chart 1: Consumer Ages of breakfast and snack products to an ‘All Natural stores. With the recent economy situation, there Frozen Pizza Market Pizza’ line. Their expansion in this product line has is a noticeable raise in people cooking at home as placed Kashi with a new set of competitors. This an alternative to eating out, resulting in an increase 65+ goes to show the Kashi Company is confident in of families who purchase frozen meals. their line of natural products and has over stepped According to AIB International, DiGorno, 10.8% 12.8% 55-64 the line in order to create a healthier lifestyle for Red Baron, Tombstone, and Freschetta, are among society while still providing great tasting, healthy a few of the frozen pizza markets distinct brands. 45-54 foods. 11.6% DiGorno checking in at $477,872,300, has the 20.8% highest sales in the market. Red Baron follows 35-44 closely behind with $292,886,900, Tombstone with $247,203,300, and Freschetta at $202,506,400. 20.8% 25-34 According to Rate It All, Freschetta obtains the 23.2% highest rating, with DiGorno, Tombstone, and 18-24 Red Baron falling just behind. Amy’s, an additional distinct brand, is an organic brand that also sells frozen entrees and pizzas. 5
  6. 6. Product Analysis The Kashi Company has previously established Following the inviting appearance Kashi Current Kashi Website brand recognition through their breakfast and snack packaging creates; provides similar product line. By over stepping their boundaries in characteristics that generate a simple, inviting feel. expanding their natural foods line to include All Natural The website presents a sense of personal contact, Pizzas, Kashi has enhanced the awareness of their brand not only with employees of Kashi, but also with Kashi name. When compared to competitors within the supporters. This is created through the Meet Us and frozen pizza market, Kashi’s high prices reflect strong Our People options. Through the Our People option, nutritional value and a blend of quality ingredients. At Kashi devotees have the opportunity to read about seven dollars, Kashi All Natural Pizzas may be higher in website members recent healthy challenges and price than their competitors; however, the piece of mind daily goals accomplished. offers several it offers to health conscious individuals outweighs the informational options through their user-friendly monetary expense. tabs: Kashi continues their dedication to their Our Food allows Kashi supporters and concept, ‘Seven Whole Grains & Sesame’, by recently potential consumers to view their products offering three varieties of frozen pizzas in local grocery through specific categories. Also, this page and natural food stores. Kashi All Natural Pizzas include provides a blog of popular current Kashi recipes. Similar to Kashi’s appealing product packaging natural and organic ingredients, providing consumers with a healthy great tasting alternative meal. These pizzas and intriguing website, this company has done little Challenge Yourself provides consumers are of two convenient serving sizes for a fulfilling, healthy with nutrition & health, natural lifestyle, natural to advertise their products. The Kashi Company meal by one to two people, with approximately three foods and fitness challenges. Each challenge has focused soley on increasing awareness of the serving sizes per pizza. Thin and original crust pizzas are keeps tab of the number of participants and Kashi brand alone through television commercials. the two choices Kashi All Natural Pizzas offer. The crust comments to each daily challenge. However no other form of media has been executed of the pizza contains Kashi’s natural signature blend and to create more of an impact. Due to this, Kashi is pre-cooked in a stone fire grill, enhancing the natural Wellness Hub offers tips to working towards has lacked the recognition needed for its recent All a healthier lifestyle through the categories found Natural Pizzas. In a lighter sense, Kashi continues to flavors Kashi’s pizza supplies. in the Challenge Yourself option. In order to attract consumers, Kashi packaging offer sales promotions on their products along with features a signature white background that showcases Meet Us is an informational section about advertising related products within the company. the desired product. The negative space, void of clutter, Kashi employees, Kashi supporters, their mirrors their simple, natural ingredients concept. The history, television advertisements and contact packaging emphasizes Kashi’s high protein and fiber information. content. Friends and Events provides information for a nation wide event, Kashi Day of Change; a nationwide tour which takes place at existing festivals. Also this section offers insight on current partners. 6
  7. 7. Competitive Analysis Direct Competition: provided a sales promotion for one dollar off any Amy’s pizza, which were priced at $10.69, $9.19, and $7.79. Amy’s Kitchen Amy’s, founded in 1987, is an all-natural, “Amy’s Kitchen organic, frozen food company. Over the years, Media: posted the biggest Amy’s has created over 88 frozen meals and in 1999 Amy’s has been featured in articles ranging introduced a grocery line which displayed Amy’s in from well-respected magazines including, People, company all natural food stores, supermarkets, and various club stores throughout United States and Canada. Good Housekeeping, Women’s Health, and Men’s Health. Also Amy’s been a subject of conversation growth at 20.3% Amy’s frozen pizza market consists of 20 on multiple television shows such as, Good in 2005” varieties and despite the fact that many companies Morning America where SNL’s Tina Fey mocked produce similar products, Amy’s continues to hold Amy’s brand. the number one spot in popularity and sales for all Aside from publicity, Amy’s website is their natural and organic frozen foods. primary form of advertising. The website includes Packaging for Amy’s frozen pizza products informational tabs ranging from the history of Wolfgang Puck features Amy’s logo in the top left corner and the Amy’s, and current products, to special diet plans Wolfgang Puck All Natural Pizza is the result type of pizza, which consumes over 80% of the front and a members blog. Amy’s website also includes of an exclusive frozen foods partnership between of the box. The packaging informs the consumer of an interactive section referred to as “Lemon Slice,” award winning Chef Wolfgang Puck’s worldwide the organic items used. which contains a bounty of information on current corporation and Schwan’s Consumer Brands North events and the Amy’s company. America, Inc. Wolfgang Puck All Natural Pizza’s Price and Location: are carefully crafted using Wolfgang’s beloved recipes using the freshest all-natural herbs, spices, Kroger: Amy’s is located within the frozen vegetables, meats and cheeses in every pizza. Each health foods section apart from the frozen pizza pizza features Wolfgang’s honey-infused crusts section. The Amy’s section is designated with their that are hand-stretched and brushed with olive oil name written on the freezer door. Amy’s is located before baking. Wolfgang Puck offers six varieties on four racks which consists of three varieties of of pizza. pizzas per rack, concluding in 12 varieties. Priced Packaging for Wolfgang Puck features a at $8.09 or $7.09, depending on toppings, and $5.19 white box with a green tint extruding from the for the personal-sized pizza, Amy’s falls at about the bottom of the box.The center of the top of the box same price as Kashi which Amy’s is located next reads “Wolfgang Puck” with his company’s logo to. above it. The style of pizza included in the Neighborhood Co-op: Amy’s frozen pizzas packaging is shown on the front center of cover three top racks of the general frozen pizza the box. Wolfgang Puck’s signature reads section, adding up to nine different kinds, placed at the bottom of the box with a picture directly next to Kashi frozen pizzas. The door of Wolfgang Puck himself directly to the right of it. 7
  8. 8. Price and Location: Media: Kroger: Wolfgang’s is separate from the Wolfgang Puck’s Margherita pizza was Consumer Analysis frozen pizza section and is located in the frozen named best cheese Pizza in a frozen pizza taste health food section. It consumes two rows on test conducted by the magazine Everyday with Based on current advertising by the Kashi the bottom rack located directly under the Kashi Rachael Ray, which is a nationwide consumer Company, it can be assumed that the typical Kashi pizzas. They have four varieties and it is priced at magazine circulating of over 1.7 million. consumer is an active person that lives a healthy $7.99 each. The Wolfgang Puck website consists of lifestyle. Kashi currently displays a series of video informational links such as Why All-Natural? advertisements on their website that depict their and All-Natural Pizzas to Wolfgang Puck’s Story employees exercising. These employees also give and Retail Locations. Although the feature in advice on how to lead a healthy lifestyle; which Everyday magazine and the website are successful specifically includes eating all-natural foods. forms of media, Wolfgang Puck’s primary source Kashi’s website also features pictures of people of advertising is through their association with that appear to be active and love the outdoors, Wolfgang Puck himself. He has been honored with generally in the age range of 24-35. The assumed the prestigious James Beard Award for Outstanding goal of the company is to help their customers Chef of the Year, Humanitarian of the Year, and become better in body and in mind. Although Outstanding Service (for his Spago Beverly Hills their current marketing features the highly active restaurant). His Food Network show “Wolfgang go-getters as mentioned earlier, they also have Puck” has won two Emmy awards, and in 2007 the reoccurring message that states ‘it is never he started his WELL (Wolfgang’s Eat Love Live) to late to make a change.’ This suggests that they program, which features a one-of-a-kind humane also want to attract people who are not quite farm animal treatment program that was created as healthy or active as they would like to be, but through partnering with the Humane Society who also have the desire to achieve these goals. of the United States. The publicity and positive By using this appeal of self-improvement, it widens public relations Wolfgang creates for himself is their range of consumers to include not just the In-Direct Competitors directly correlated to his products. healthy-living, but the health conscious as well. The majority of the images on the Kashi Brand Unique selling point & features website are of women, leading Liquid Advertising to believe that their products have heavy female Restaurant quality pizza. Slogan,“It’s not delivery, it’s Digiorno”. They boast a wide range of pizza’s that Digiorno consumption. Males are still present, but they are mimic various pizzeria’s. Offer made typically paired with women in their appearances. Offered for a cheaper price. Have a plethora of topping choices. Use the tag line,“What do you want on Liquid Advertising’s assumptions of the current Tombstone your tombstone?” Kashi consumer are supported by the MRI data, Use the slogan,“Now That’s Fresch”. Fresh ingredients. Inspired by authentic pizzeria’s from an Italian café. which indicates that 63.1% of the current frozen Freschetta pizza consumer lives a fitness lifestyle. Additionally, Family positioned brand that everyone can enjoy. women aged 35-44 make up the largest part of Red Baron this market at 28.4%. 8
  9. 9. SWOT Analysis t Problems & S W Opportunities • Recognizable brand • Consumers have bias opinion Problem: “Dominance of high end on healthy food products • Wide range of products competitors.” • Product not located within Opportunity: We have a chance to gain • Sold in a variety of stores similar in some stores a completely new audience with our unique secondary target market. • Reasonable price for quality of • High price effects Kashi Problem: “Misinterpretation of Kashi products product sales Pizza location.” Opportunity: We have the opportunity to • Appeals to consumers • Lack of recognition among suggest placement within both the frozen pizza • leading healthy lifstyles frozen pizza market shelves and the healthy frozen foods section. Problem: “Low recognition for individual Kashi products due to high concentration O T of Kashi healthy and active perception.” Opportunity: We have the ability to • Continuing loyal Kashi • No exposure to Kashi create a campaign that will highlight consumers products Kashi’s new product, Kashi All-Natural Pizza, while still withholding its original • Exponential growth within • Significantly higher price than concept. target market competitors Problem: “Viewed as a tasteless meal.” Opportunity: By implementing • Increase wellness in society • Economy situation may slow our media tactics through the use sales o of traditional and non-traditional • Appeals to consumers leading advertising, we have the chance healthy lifstyles • Domination of competing 0 to change this perception. brands 4 92
  10. 10. d Strategy “Natural foods work with your body, so your body works better.” - Dave Lamb Kashi Distribution ran B 10
  11. 11. Target Market Profile Primary Target Audience: Secondary Target Audience: Tertiary Target Audience: Liquid Advertising has selectively chosen Our secondary audience for this campaign Men and women ages 65+ also play a to target single women ages 25-34 in our campaign. is gay men ages 25-34. Although trying to segment distinctive role in our campaign as the tertiary Our MRI data showed that single women in the this audience is very difficult, this choice is validated audience. The majority of this demographic has a U.S. account for 23.2% (second largest) of frozen through many economic and psychographic very high disposable income and are open to try pizza sales in the U.S., and make up 22.4% (second factors. One such factor, in coordinance with our new things that presumably benefit their health. largest) of the total market.This data illustrates that target audience, is an estimated higher disposable They are also more likely to spread words of this is an already established part of the market income. It is highly unlikely that these men have product approval with their peers, which in many that has room for growth. children, however, very assumable that they are instances is more effective than advertising. From a psychographic standpoint, these career-oriented. This is a group in which physical women are perceived as being more health appearance and status is highly valued. conscience and active, along with being more Another key factor in the decision to career-oriented, providing them with little time propose gay men as our secondary audience is the for relaxation. At this age, these women are idea that in many circumstances women ages 25-34 beginning to settle into the routine of life and are as well as gay men can be targeted simultaneously. seeking more convenient alternatives for creating These two groups share many of the same interests a healthier lifestyle. and are considered to be culturally integrated Their average disposable income can be through social activities and through medias such estimated higher than normal considering the fact as television and magazines. In some instances, that tmost are not settled into a family and their gay men can also be considered proximal opinion careers are considerably steady. Kashi Pizza’s offer leaders to women of this age group because they this demographic an all-natural alternative to the may offer a well-informed, however, non-threatening pizzas they already enjoy, a perceptual benefit to male opinion to a female’s life. this group. Furthermore, their youth offers promise In addition, gay men are exceptionally to the company’s longevity. responsive to advertising that is targeted towards them. One member of a focus group conducted by Liquid Advertising said, “I thought Levi’s jeans “Health food doesn’t were out-dated until I saw a commercial that showed a man being attracted to another man in it. have to be boring. You I searched for a month to find the right cut for my just have to pick the body-type, but I ended up having to squeeze into a right flavors.” pair I didn’t even like that much.” -Karen Moyer Kashi Food Developer 11
  12. 12. Media Objectives Key Selling Idea Target Audience and Geographic Objectives Tactics: Liquid Advertising took into Kashi is a pioneer company for the all- consideration the amount of Mardi Gras beads that natural and organic food industry. It has brought 1. Increase national awareness of Kashi would need to be purchased and incorporated this about changes in the conventional marketplace by All-Natural Pizza by 15% among our target audiences. into a form of non-traditional media. Each string adding an affordable, all-natural solution to foods of beads thrown off the Kashi Pizza float will have that were previously recognized as unhealthy. Kashi’s 2. Target primary audience, single women ages an attached Kashi logo on them, with a peal off innovation to offer all-natural food alternatives to 25-34 nationwide: two-dollar off coupon for any variety of Kashi All- the masses earns it a “green” image, and is the key -Reach 85% of target audience an average Natural Pizza. The idea is that the attendees will selling idea of our campaign. of three times a month. bring home these beads as souvenirs and notice “Kashi believes that innovation no longer the coupon attached to the back. This coupon will paves the way for the future; it plants the seed 3. Target secondary audience, gays and lesbians not expire until the end of May. for change. Be innovative. Plant your seeds. Watch ages 25-34 nationwide: yourself grow.” -Reach 70% of target audience an average Marathons (Bicycling & Running) The attendees and contestants at these of twice a month. Media Strategy & Tactics marathons include people from all three of our 4. Target tertiary audience,men and women ages target audiences and are similar in psychographics Events 65+: to the current Kashi consumer. Considering the -Reach 50% of tertiary audience an In order to build and maintain relationsihps activeness of these audiences, it only makes sense average of once a month. with our target audience, Liquid Advertising to target and support them at locations of high suggests that Kashi team up with highly recognized interest. Liquid Advertising believes utilizing media vehicles events throughout the country. Because of The running marathons we chose to that provides a large national coverage will accomplish these the “hands on” interaction provided by these promote Kashi pizza at include the Boston objectives.These vehicles include,special events,radio,magazines, events, this will be a crucial part of our campaign. Marathon (April 20th), Chicago Marathon television and outdoor advertising. Geographically, we chose to advertise at events (October 11th), New York Marathon (November throughout the United States to achieve our main 1st), and the Honolulu Marathon (December 14th). Scheduling Objectives (Seasonality) objective; reach. These marathons have the highest attendance of all running marathons in the United States. 1. Begin campaign in February of 2010 Mardi Gras Tactics: Liquid Advertising will be giving 2. Create a pulsing schedule focusing on perios of Liquid Advertising has chosen to utilize away water bottles and towels at these events with opportune reach. one of very popular event, Mardi Gras, as a “kick the Kashi logo on them. It is also suggested but 3. Rotate media vehicles in the same categories for a off” event for this campaign and to reach our more effective reach. not planned that Kashi have food stands on these objectives for our primary and secondary targets. Liquid Advertising will focus more heavily during occasions. Radio advertisements featuring the voice Mardi Gras attracts a high amount of consumers the months of February, April, June, July, November and of Kashi’s sponsored runner as a spokesperson within the 25-34 age group. We suggest that Kashi December. Our campaign concentrates on public relations will be airing the Monday through Thursday before participates in this event at these loctaions: New as a form of advertising, with the support of non-tradional each event.These commercials will air once during Orleans, Louisiana, Galveston, Texas and Tampa, media to generate interest and the use of the morning drive and twice during the evening Florida which are the top ranked Mardi Gras events 12 traditional medias as the backbone of the campaign. in the United States. drive on and Adult Contemporary station in each city.
  13. 13. The Grabaawr Marathon in Wisconsin These locations are the most populated Gay should be placed on opposite ends of the parks, (June 20th-27th), Death Ride Marathon in California Pride festivals/parades in the country, which occur in order to expose people entering from either (July 11th), and the Ragbrai Marathon in Iowa (July the last weekend in June. They attract a large side of the park. 18th-25th) are the bicycling events we chose to percentage of our suggested secondary target promote during this campaign. These are the top audience, especially because the events in each Endorsements bicycling events in the U.S., and we will offer the city occur during the same weekend. Therefore, same amenities (towels and water bottles) as the we will be able to reach a large number of this Celebrity Endorsements can be a very running marathons, but we will exclude the radio demographic in a short span of time. useful part of a media plan. They serve as opinion advertisements due to the course length of these Tactics: Kashi will have a float in each leaders to target audiences, and may enhance events. A Kashi cycler will also be sponsored for parade, along with sponsoring the St. Louis festival. the message of a campaign if selected properly. each race. The surplus beads (estimated at 50,000 sets per Liquid Advertising believes that Anderson Cooper parade) from Mardi Gras will be thrown out is the best candidate for an endorsement in our Chart 2: Events Breakdown durring the parade. campaign. Anderson Cooper appeals to all three of Liquid Advertising’s target audiences for different Outdoor Advertising reasons. His position on CNN has made him an influential spokesperson in the eyes of the public. At Liquid Advertising, we realize that As a major news personality, Anderson Cooper the current consumers of Kashi pizzas and also appeals to the older generation because he is all three of our target audiences are drawn to the relatable. His position at CNN also draws in an natural beauty of National Parks; which is why we older demographic of viewers. Cooper appeals to feel it is important to place outdoor advertising the gay audience because he is a successful and in these regions. The national parks we have powerful member of the gay community. In fact, decided to include in our campaign are; North Out magazine ranked him second in their list of Carolina’s Blue Ridge National Park, California’s the fifty “Most Powerful Gay Men and Women in Golden Gate National Park, Tennessee’s Great America.” Middle-aged women look to Cooper not Macy’s Day Parade Smokey Mountains National Park, New York’s only for his charming good looks, but also because Macy’s Thanksgiving Day Parade appeals to Gateway National Park, and Nevada’s Boulder he is one of the most trusted names in the news. all of our target audiences, especially our tertiary City National Park. These are the most visited With his active lifestyle throughout his career in the audience considering the tradition involved with parks inside the U.S. The advertisements will media at the age of 41 he has become one of the this event. 40 million people watch this parade begin in May and run throughout September most popular and well-respected men in the media. from their homes each year, not to mention the due to the summer months bringing the highest He will be featured in Kashi pizza commercial, close to 2 million people in attendance. In the number of visitors to each of these parks. as well as print advertisements in The Advocate. parade, we will have a balloon made featuring the Tactics: The suggested layout for the Additionally, we will air his commercial during his seven whole grains and sesame found in Kashi advertisements will be a two-part billboard show on CNN. Products. scheme in which the billboards are positioned consecutively back to back. The first billboard Gay Pride Parades will incorporate a design that includes Kashi’s We have chosen five cities that include: seven whole grains and the following billboard St. Louis, New York City, Chicago, Atlanta and San Francisco to reach our secondary audience. will display a visual of Kashi’s All-Natural Pizza. Liquid Advertising suggests that these billboards 13
  14. 14. Magazines shape for the summer and because the consumer is • Everyday with Rachel Ray has CPM of $97.70, which is quite expensive. However, the likely to hold on to this issue throughout the year. Our campaign will include a heavy amount of Choosing the month of December was also readership of this medium has been growing magazine advertisements due to the high selectivity a strategic move because women will be looking exponentially and its positioning as a green magazine of target audiences. Not only do these magazines for new workout plans to reach their new years adds to Liquid Advertising’s interest in advertising have a high level of readership for their respected resolution goals for the upcoming year, and this iswith this medium, seeing that Kashi is also viewed demographic, but they are also listed as favorites also a way for our campaign to extend through the as a “green” company. 65% of its readership are among consumers. By hand picking the specific new year due to pass-along readership. ages 25-54, and the average HHI of its audience titles that pertain to our three audiences, we plan is $75,000+, indicating that this audience has a to reach the majority of our target through this • Better Homes and Gardens is a magazine higher disposable income than most. July and medium. The specific magazines we will use to reach that is quite expensive for advertisers. Aside November are the months that we chose for this our primary audience are Cosmopolitan, Fitness, from the high cost, however, it has a very high specific magazine.The July and November issues of Better Homes and Gardens, and Everyday with reach capability. Also, the CPM is low at a price Everyday with Rachel Ray are important because Rachel Ray. Magazines for our secondary audience of $11.49. This magazine targets both our primary they feature recipes for two national holidays are The Advocate, Out, and Curve. Our tertiary and secondary audiences. Since this magazine has (Independence Day and Thanksgiving) that appeal audience can be reached through AARP and can such a high cost for a one-page advertisement, to our target and secondary audiences. also be included Better Homes and Gardens and we will only execute an ad for Kashi in June. The • The Advocate is a magazine that will Everyday with Rachel Ray. To ensure an effective reasoning behind choosing this month is that it is target gay men, which is part of our secondary reach we will rotate our magazine advertisements. the beginning of summer, at a time when many of audience. The CPM for this magazine is $15.65. Our its readers are looking for new ways to decorate advertisement will depict same-sex relationships, • Cosmopolitan enables us to reach 25% of while the characters will be using Kashi pizza. their gardens. our primary audience; furthermore, 40% of these The issues that we selected to advertise in are readers are single women. It has a low CPM of October; which will be the back cover because this $11.87. For these reasons, we chose to run our Chart 3: Magazine Breakdown is national GLBT month, April and November. advertisements in this magazine in all 11 months in • Out is another magazine that will target our our campaign. secondary audience. The CPM for this magazine is • Fitness magazine targets health conscious $17.94. In October we will advertise on the back females. It has a CPM of $21.46, and the overall cover (for the same reason as above) and we will monthly advertisement rate is relatively inexpensive also run regular full-page advertisements in March ($138,200). Over one third of the readers of and September. Anderson Cooper, our celebrity Fitness are single women and their average HHI is endorsement, will appear in these advertisements $64,987.This is an efficient way to reach the active, due to his previous work with this magazine. health-conscience women we are targeting in our • Liquid Advertising believes that its campaign. We chose to advertise in this magazine important to advertise in these gay-oriented during two months of our campaign (May and magazines during the spring and fall due to December). We selected the month of May changing fashion trends at these times. to purchase an advertisement on the • Curve is a magazine that targets the back cover of this magazine because lesbian community, which is also a part of our 14 women will be looking for ideas on how to get in secondary audience. We chose to advertise
  15. 15. February through December because of the and tertiary audiences; however our secondary overall price of an ad in this media. The CPM is audience will be reached through these vehicles $70.82, which is fairly expensive, but worth the indirectly. cost overall. People in the GLBT community are loyal to their magazines and products advertised • Early Morning Television in them. Theoretically, they are more likely to For this day part, we chose to use Good Morning buy Kashi’s product when advertised in one of America and The Today Show as our vehicles. The the three magazines mentioned than in any other plan will have the commercials running everyday, group is when targeted in a general consumer Monday through Thursday, by alternating between magazine. each of the two programs. These advertisements • AARP magazine directly targets our will run during the months of February, June, tertiary audience. It is a trusted retiree magazine September, and December. that many 65+ people are loyal readers to. This • Daytime publication has a high readership of 34,755,000 and The View, Rachel Ray, Ellen, Oprah, and General -Anderson Cooper a low CPM of $14.90. February and December are Hospital are the specific media vehicles that the two months we chose to advertise Kashi Pizza we chose to advertise with during the day time • Primetime in. During these months, it is colder outside so programming hours. Each of these shows will CSI: Miami, American Idol, Grey’s Anatomy, and many of this older demographic do not get out as have one advertisement running once a week Dancing With The Stars, are the specific media much. Therefore, it is important for them to stock during the months of February, June, August, and vehicles that we chose to advertise with during up on supplies at the store. Liquid Advertising’s December. So in other words, each of the five the primetime hours. These vehicles will feature philosophy is that the ads in this magazines will vehicles represent one day of the work-week commercials during the sweeps periods; including generate curiosity of Kashi’s product among this (Monday through Friday), therefore this plan will March, April, July, and October. Throughout the group at this time, and will influence their have one commercial running everyday for this year, the total number of times our commercials purchasing decisions. day part during the given months. will be run during primetime is 16; breaking down into four each month (one per week). Television Chart 4: Media Breakdown • Syndicated/Late Fringe Our campaign will produce three, For the final day part, the plan will use the 30-second television advertisements that will be syndicated Will and Grace, Sex and the City, placed accordingly to reach our desired target Golden Girls, Desperate Housewives, Nip/Tuck. based on scheduling decisions, and aired nationally. Friends, and Anderson Cooper 360. The months One of our advertisements will feature Anderson we chose to run commercials in these vehicles are Cooper to appeal primarily to our secondary March, April, October, and November. Each vehicle audience, another will feature a woman between will run our commercial once a month except for the ages of 25-34, and the last one will feature Will and Grace, which will only be during three a couple around the age of 65 or older. By using months. this combination of demographic appeals and the following media vehicle plan, our television commercials will reach the majority of our primary 15
  16. 16. Contingency Plan Flow Chart Liquid Advertising has come up with a media plan budget of $16,000,000. Throughout our campaign we spent a total of $15,789,108.63. The money spent thus far has allowed us to target our audiences through many media vehicles. However, if we are forced to cut back on campaign funds, we have many options that could save Kashi money. Such options include; cutting back on the frequency of television advertisements, the number of billboards in each park, and the amount of beads purchased for the Mardi Gras event. If we are allotted more money then the specific television channels we would choose to advertise on are: Bravo, LOGO, HGTV, Oxygen, FX and SoapNet. 16
  17. 17. References AARP: Health, Travel, Baby Boomers, Elections, Every Day with Rachael Ray. 13 Apr. 2009 <http:// “Taste of Chicago 2009, Chicago attraction-festival Financial Planning, Family, Games, Volunteer,>. event from Chicago Traveler.” Travel to Chicago Retirement, Discounts, Seniors. 13 Apr. 2009 Illinois - Traveler Directory, Convention Guide to <>. Fitness: Exercises, Fitness & Nutrition, and Fitness Hotels, Restaurants, Dining, Nightlife, Sightseeing Articles. 13 Apr. 2009 <>. Attractions, Events, Tourism. 13 Apr. 2009 <http:// “Bank of America Chicago Marathon | Participant Information.” 13 Apr. 2009 <http:// Gaebler Ventures - business incubator - holding chicago.html>. w w w. c h i c a g o m a r a t h o n . c o m / C M S 4 0 0 M i n / company - venture capital (Chicago, Illinois). 13 Chicago_Marathon/runner_information/index. Apr. 2009 <>. 13 Apr. 2009 <>. aspx?id=500>. Honolulu Marathon 2008 | Powered by 13 Apr. 2009 <>. Better Homes and Gardens - home decorating and 13 Apr. 2009 <http://www. remodeling ideas, gardening, recipes, and more. 13>. Tour of the California Alps - Death Ride ®. 13 Apr. Apr. 2009 <http://www.betterhomesandgardens. 2009 < com>. The ING New York City Marathon. 13 Apr. 2009 html>. <>. “Biking Bis - BicycleTouring and More ::GRABAAWR Welcome to 13 Apr. 2009 <http:// bike tour in Wisconsin makes changes due to Kijiji Halifax Classifieds: Free Classified Ads for>. flooding.” Biking Bis - Bicycle Touring and More Halifax, Nova Scotia. 13 Apr. 2009 <http://www. :: Main Page. 13 Apr. 2009 <http://www.bikingbis.>. “Kashi Company.” Kashi Company. 2009. 16 Feb. com/blog/_archives/2008/6/13/3742601.html>. 2009 <>. “Nielsen Online - Internet Marketing | Target Boston Athletic Association. 13 Apr. 2009 <http:// Audience | Mobile Strategies.” 13 Apr. 2009 <http://www.nielsen-online .com/solutions. asp>. jsp?section=sol_2&nav=2#1>. 13 Apr. 2009 <http://www. Out Magazine | Fashion, Style, Celebrity, Opinion>. for the Modern Gay Man. 13 Apr. 2009 <http://>. CRS Enterprises...Parade floats, parade float supplies and parade float ideas! 13 Apr. 2009 A Promotional Outlet LLC: Promotional Products, <>. Promotional Items and Custom Imprinted Items and Promotional Gifts. 13 Apr. 2009 <http://www. Curve Magazine - Lesbian Dating & Personals,>. Gay-Friendly Travel, Celebrities, Queer Culture. 13 Apr. 2009 <>. 17