Quaker Chewey Marketing Plan


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Quaker Chewey Marketing Plan

  1. 1. Quaker Chewy 2005 Marketing Plan Jenna Baker Kelly Bushnell Stephanie S lli St h i Sullivan Teo Tertel
  2. 2. Situation Analysis Nature of Industry (Breakfast/Cereal) Health and wellness trend throughout industry Positioning towards children Convenience and portability important Total new product introduction increasing since 2002 i i i
  3. 3. Situation Analysis Nature of Category N t fC t Customers looking for bar that’s healthy and great tasting Increased market segmentation Convenience Market to women Dollar sales increasing
  4. 4. Situation Analysis Environment E i t National Economy becomes stronger Agriculture industry Agriculture export surplus increased 28% A i lt t l i d from 2003 US Regulations require increased soil conservation
  5. 5. Situation Analysis Competition C titi
  6. 6. Situation Analysis Brand’s Current Situation Current Position Features of the Chewy Granola Bar
  7. 7. Situation Analysis Current Users C tU People: 25-54 25 54 Women Household income $50 000 and H h ld i $50,000 d above Married with children 2-17 Home owners Media
  8. 8. Nature Valley (Quaker’s t (Q k ’ top competitor) tit ) Increasing sales and share in industry Distribution could be better Healthy/Active Positioning Big picture Not industry leader Most promising growth Most promising market pote t a potential
  9. 9. Target Dollar Sales and Market Share: 2005 Sh 2004 s 2004’s Dollar Sales: $111,365,500 Decreased 6.1% Proposal for 2005 Goal: $126 250 000 in dollar sales $126,250,000 13.37% increase from 2004 Market Share 1% increase from 7.6 % to 8.6%
  10. 10. Dollar Sales Using Current Growth Percentages 120,000,000 100,000,000 100 000 000 D o lla r S a le s 80,000,000 2004 60,000,000 2005 a 40,000,000 20,000,000 - Quaker Kellogg's Nature Kellogg's General Private Chewy Nutri Grain Valley Rice Mills Milk Label Krispies and Treats Cereal Brands
  11. 11. Target Market Primary Demographic: Parents (Adults) 18 to 49, HHI $50,000+, Child Age 2-17 yrs old 2 17 Psychographic: Parents seeking to encourage a healthy lifestyle in g y y themselves and their children Secondary y Child Age 2-17 yrs old y with active lifestyle
  12. 12. Strategies and Tactics Product Price Promotion (activities and b d t) P ti ( ti iti d budget) Place
  13. 13. Strategies and Tactics Product P d t Strongly associated with Quaker Oatmeal gy Q breakfast Popular among children and women Market leader in granola bars Flavors: Butterfinger Chocolate chip Peanut butter chocolate chip S’mores Variety pack Changing conceptual g g p product image
  14. 14. Strategies and Tactics Price P i 10 cents increase for promoted: $ p $3.53 help support larger adv expenditures Without risking turning away current customer Less than average promoted price increase for industry 8 cents increase for non promoted: $4.73 non-promoted: $4 73 Lowest non-promoted Maintain price advantage p g
  15. 15. Base and Promoted Price by Brand 2004 Category Quaker Chewy nds Nutri Grain Avg Non Promoted Non-Promoted Bran Price Per Volume Nature Valley Avg Promoted Price Rice Krispies Treats Per Volume Milk N Cereal Private Label 0 2 4 6 8 Dollars
  16. 16. Base and Promoted Price by Brand for 2004 7 6 5 Avg Promoted Price Per D ollars 4 Volume o 3 Avg N P A Non-Promoted P i t d Price Per Volume 2 1 0 0 2 4 6
  17. 17. Ostrow Model Part I: Marketing Factors That Affect Frequency Established Brand -0.2 02 High Market Share -0.2 Dominant Brand -0.1 High Brand Loyalty -0.1 Long Purchase Cycle 0.2 Product Used Occasionally 0.2 Need to Beat Competition 0.2 Advertising to Older Consumers/ Children 0.2 Part II: Copy Factors That Affect Frequency Simple Copy 0.1 Copy More Unique than Competition 0.1 Continuing Campaign 0.2 Product Sell Copy 0.1 Single Kind f Message Si l Ki d of M 0.2 02 To Avoid Wear out: New Messages -0.2 Larger Ad Units -0.2 q y Part III: Media Factors That Affect Frequency Lower Ad Clutter 0.1 Compatibility Editorial -0.1 Attentiveness High -0.2 Few Media Used -0.2 Opportunities for Media Repetition -0.2 02 Sum of Factors Affecting Frequency -0.1 Estimated Frequency for Quaker's Media Plan 2.9
  18. 18. Strategies and Tactics Place Pl Ostrow model suggests frequency of 2 9 2.9 Mature well known brand More complex advertising message National plan to optimize reach Spot advertising for North Central US o o t Ce t a
  19. 19. Promotion Advertising Ad ti i Increase in Advertising Expenditures Major Brands by Ad Spending 2004 ns 25 Dolla in Million 20.2 20 2 20 15 8.97 8.83 10 ars 3.21 5 0.67 0 67 0 Kellogg's Kellogg's General Nature Quaker Nutri Rice Mills Milk Valley Chewy Grain Krispies N Cereal Granola Granola Cereal Cereal Bars Bars Bars Bars Why $1 million?
  20. 20. Promotion Media S M di Scope Outdoor Media Internet Magazine M i Television Nontraditional Media
  21. 21. Promotion Outdoor Media Channels O td M di Ch l Heavy viewers more likely to y y purchase Promotes outdoor healthy lifestyle Signage: features Quaker Chewy Granola Bars as on-the-go snack
  22. 22. Promotion Internet I t t Website has low popularity rating Heavy internet users are 16% more likely to purchase Quaker Chewy Develop better website User-friendly Interactive games Sweepstakes
  23. 23. Promotion Magazine M i Magazine readers more likely to purchase Quaker Chewy Important to integrate Quaker Chewy po ta t teg ate Qua e C e y advertisements into magazines Convince parents snack bars are healthy p y and beneficial to their children and them as well
  24. 24. Promotion Television T l i i 2004 MRI data shows moderate to light te e s o television watchers are more likely to atc e s a e o e e y purchase Quaker Chewy Use specific channels and times p Television allows specific targeting Women: Children:
  25. 25. Promotion Non- Non Traditional Media N -T diti l M di Sponsored Sporting Events Soccer Tournaments Little League games Summer Camps Key values Health and active exercise
  26. 26. Promotion Non- Non Traditional Media N -T diti l M di Prize Point system Points for products purchased Incentives create win-win scenario I ti t i i i Users login and play for discounts/promotions di / i Generates sales, brand recognition
  27. 27. Promotion Non- Non Traditional Media N -T diti l M di Marathons Helps target women Helps promote health and safety In-store Promotions Feature with price reduction 3 times a yr F t ith i d ti ti Display with no price reduction d i d ti during summer
  28. 28. % Dollars by Merchandising Condition 2004 30 25 % of Dollars 20 Disp Only 15 Feat Only D 10 Price Red Only 5 0 in iva lley y ry l al ies be ew ra go re Va La G isp Ch Ce te tri Ca te Kr re N er Nu tu ce ak ilk Na Pr Ri M Qu Brands
  29. 29. Promotion Media Timing Quaker targets active lifestyles Expenditures highest in summer, moderate in fall and spring, and lightest in winter p g, g
  30. 30. Quaker Seasonal Advertising Expenditures for 2004 and 2005 500,000 500 000 400,000 Dollars 300,000 2004 200,000 2005 100,000 0 Winter Spring Summer Fall Season
  31. 31. Questions? Thank You!