The document analyzes Gardenburger's target market, advertising strategies, and consumer insights regarding meat alternatives. It discusses conducting an internet advertising campaign targeting women aged 18-24 who are heavy internet users. The campaign would utilize the inherent advantages of internet like interactivity, measurability, and cost efficiency.

1. For the Love of Shape 10/20/08 Gardenburger W ei-ting, A akanksha, Y i-wen, C amille, C hris WAY2C Analysis

2. For the Love of Shape WAY2C Agenda Gardenburger Analysis Market Analysis Target Group Advertising strategy WAY2C Analysis Target Group Medium: Internet The Campaign 2-3 4 5-6 8-18 19-32 33-34

3. For the Love of Shape WAY2C Gardenburger Analysis

4. For the Love of Shape WAY2C http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 Market Analysis Sales % of meat/poultry substitutes in the U.S., 2006 2

5. For the Love of Shape WAY2C http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 Market Analysis Sales % of vegetarian food in the U.S., 2006 3

6. Target Group Demographics: Adults aged 25 – 54 (focus on women) College-educated Household incomes of at least $50,000 Psychographics Women: Cultural Creatives and saviors of the environment. Who frequently, but only intermittently, demonstrate behavior characterized as 'healthy eating/active lifestyle.‘ Firmly committed vegetarians, quasi-vegetarians, 'true believers,' and the 'involuntary healthfuls’. http://www.slideshare.net/ludaniel/garden-burger-case-study-presentation http://www.warc.com.libezproxy2.syr.edu/ArticleCenter/Default.asp?CType= A&AID=WORDSEARCH79226&Tab=A For the Love of Shape WAY2C 4

7. Advertising Strategy Media used : Television, print, OOH, PR, price promotions during peak holidays. ‘Eating Good Just Got Great’ campaign (1998) Slogan: Surprising good taste.Annual advertising budget: $14 million.Television: $1.5 million (on Seinfeld), plus other shows.Print: Oprah magazine, Real Simple. For the Love of Shape WAY2C 5 http://www.warc.com.libezproxy2.syr.edu/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH85196&Tab=A

8. Advertising Strategy In 2006 , Gardenburger launched both a new promotional campaign and redesigned its packaging to revitalize the brand. The campaign centered on the slogan "Eat Positive" and stressed Gardenburger as "all-natural, healthy and environmentally friendly.” Media Used: Print advertisements in Utne Reader, Body & Soul and Vegetarian Times; and the Gardenburger website. For the Love of Shape WAY2C http://www.warc.com.libezproxy2.syr.edu/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH85196&Tab=A 6

9. For the Love of Shape WAY2C WAY2C Analysis

10. Demographics Age: 18- 24Gender: FemaleRaceBlack/ African AmericanAsian/ Pacific IslanderEducationCollege- 3 Full yearsAttended College (1-3 years)Household Income40,000-50,00025,000 or less Target Group Geographics New York MetroNorth East PacificSouth EastSouth For the Love of Shape WAY2C 9

11. Results suggest that there is a direct relationship between income level and the likelihood to use meat substitutes, as lower-income households are more likely to use these products. Target Group Hispanic, Black, and Asian consumers are more likely to use meat substitutes than their White counterparts. For the Love of Shape WAY2C 10

12. They take risks and tend to accept new and unconventional things. They are smart, independent, strong-minded, imaginative, witty and amusing. They pay attention to arts, music and travel. Being attractive to the opposite gender is also very important to them. Target Group Psychographics Source: SIMMONS, 2006 For the Love of Shape WAY2C 11

13. Target Group Psychographics Source: SIMMONS, 2006 For the Love of Shape WAY2C Most of them like to keep up with the latest fashions and often spend more than they can afford while shopping. Also they are usually too busy to take care about themselves, let alone spare extra time to prepare a healthy meal. So they believe the fast food can fit their busy lifestyle. Advertisers who create marketing materials that foster a positive self-image with this demographic are likely to see positive results. 12

14. Consumer Insights: Why vegetarian/meat alternatives? For the Love of Shape WAY2C Health impact of the vegetarian lifestyle: Improved nutritionInformation about the benefits of avoiding animal products is being spread more effectively, with more coherent and compelling messaging, which has led to improved nutrition habits. Weight lossA vegetarian diet—including the use of substitutes for meat, cheese, and other animal products—offers an effective way to maintain a healthy weight. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 13

15. For the Love of Shape WAY2C Social and lifestyle factors: Concern for the lives of animalsMany individuals consider the killing and subsequent eating or other use (e.g., fashioning of leather products) of animal products to be unethical, unnecessary, or cruel. ConvenienceProcessed vegetarian foods offer faster, simpler preparation and prolonged shelf-life compared to their animal product counterparts. Gardenburgers, for example, cook in approximately half the time as a beef-based hamburger. 20% of vegetarians cited ease of preparation as one of their primary reasons for choosing a vegetarian diet. Consumer Insights: Why vegetarian/meat alternatives? http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 14

16. For the Love of Shape WAY2C Environmental impact: The production of meat and animal products to meet consumer demand places a growing burden on the natural environment.Two thirds (65%) of U.S. vegetarians and vegans choose to be so in order to be healthier, compared to those listing religion (13%) or allergies (10%) as a main reason. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 Consumer Insights: Why vegetarian/meat alternatives? 15

17. Consumer Usage Behavior For the Love of Shape WAY2C Vegetarian burgers represent the most popular meat alternative among those households that use meat substitutes. Indeed, “veggie burgers” have increased in popularity during the last ten years, as their taste has improved and numerous varieties have emerged.Over two thirds (69%) of vegetarians who eat meat substitutes use burgers as opposed to 64% of non-vegetarian respondents. Morningstar Farms, Boca, and Gardenburger are the three most popular brands among consumers of meat alternatives. 16

18. Consumer Usage Behavior For the Love of Shape WAY2C Boca is used most frequently by vegetarian households, by a slim margin, while Boca and Morningstar Farms are equally the top choice among non-vegetarians.Morningstar Farms, Boca, and Gardenburger appeal most strongly to households with income of $75K or higher, while smaller brands such as Lightlife and Natural Touch are more likely to be used by households with incomes lower than $25K. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 17

19. Consumer Usage Behavior For the Love of Shape WAY2C In terms of brand penetration, the most-purchased brand is Morningstar Farms, that has achieved 33% penetration among consumers who ever buy. Other leading companies are Boca (32%), Gardenburger (30%), and then Amy’s Kitchen, Lightlife, Natural Touch, White Wave, and Yves all at 14-18% penetration. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 18

20. Medium: Internet Target group heaviest users of Internet Internet among current Gardenburger consumers: index 145 (MRI+) Inherent advantages of Internet We can target how we want: minimal waste Interactive Measurable: CPM and CPC Web analytics- helps reducing waste Can be improved while campaign is going on Cost efficient For the Love of Shape WAY2C 19

21. Why Internet? For the Love of Shape WAY2C Winning sectors: Internet usage saw a 30% increase from 2005 to 2007 TNS Media Intelligence predicts that Internet adspend will increase 14.4% in 2008. Americans are spending 32.7 hours a week online, compared to 16.4 for television, and 3.9 hours for reading newspapers and magazines, according to a February 2008 article in Mac Week. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=301431 20

22. Why Internet? For the Love of Shape WAY2C According to internetworldstats.com, 70.9% of Americans had Internet access, and 30% had broadband connections. Respondents aged 18-24 are far more likely than other respondents to want to be “entertained by Web ads,” and “want to vote on whether a Web ad is good or bad.” This presents an ideal opportunity for companies to build relationships with young consumers. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=301431 21

23. Why Internet? For the Love of Shape WAY2C Web analytics help reduce waste through the following:Competitive analysisPay per saleCost per clickPay per clickSearch marketing Collaborative filterBehavioral targetingClickstream analysis www.warc.com 22

24. Women and Internet For the Love of Shape WAY2C According to Nielsen/NetRatings, women make up 52% of Internet users; their usage has grown 19% since 2003, versus only 12% for men.Women 18-24 years old hold the highest percentage of any female age group for internet activity.Women of this age group are much more likely to rely on the Internet as their prime source of entertainment, and far less likely to pay attention to commercials, read newspapers, rely on them to stay informed, and watch religious TV programs. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=295898 23

25. Women and Internet For the Love of Shape WAY2C Women aged 18-24 are more likely to use online communities for the following purposes: music, movies, video games, entertainment, education, friends, family, arts/crafts, and mother/baby. Forty percent of all game players are women and women over 18 years of age are one of the industry's fastest growing demographics. Today, adult women represent a greater portion of the game-playing population (33 percent) than boys age 17 or younger (18 percent).Women prefer streaming video on broadcast network TV. Webisodes may be an effective tool for reaching this demographic. http://www.theesa.com/facts/gameplayer.asp http://academic.mintel.com.libezproxy2.syr .edu/sinatra/oxygen_academic/search_results/show&/display/id=295898 24

26. Media Strategy Theme: ‘For the Love of Shape’ Strategy WebisodeGameDisplay advertising Preroll BlogsGoogle SEM/SEO For the Love of Shape WAY2C 25

27. Webisode An episode of a television show that airs initially as an Internet download or stream. Ugly Betty “MODE after hours” on abc.com. Gardenburger product placement in the webisodes and official sponsorship. Benefits Product integration Sense of affiliation For the Love of Shape WAY2C 26

28. Game Creating a microsite. Creating iGoogle widget. Mobile integration: game downloads. Gardenburger to team up with H&M retailers for a co-sponsorship. Game Motive: Whoever eats the healthiest, wins! Concept: Travel through a maze and collect healthy food items. Gargenburger is the only food item with a name - the other items are generic. Incentive: Out of every 100 winners, top 5 will receive a 30% off coupon to H&M stores. Top 20 will receive a coupon for a free Gardenburger. For the Love of Shape WAY2C 27

29. Game Benefits Sign up required to view/save scores: Lead generation. They can send the website link to a friend- can become a viral. Wider reach through mobile downloads. In store integration: H&M stores can have some computers set up where TG can play the game – instant gratification. For the Love of Shape WAY2C 28

30. Advertising Promoting the game as well as GardenburgersCPC for game based bannersCPM for branding purposesAdnetworks (both CPC,CPM): TribalFusionVertical-Shopping, Women Independent websitesYahoo.com Facebook.comAOL.comMSN.comBenefitsBehavioral/contextual targeting through adnetworksBranding through banners Display For the Love of Shape WAY2C 29

31. Preroll Video ads placed on video platforms. They will direct traffic towards the game. Running a preroll on certain websites Yahoo movies Abc.com Moviephone.com For the Love of Shape WAY2C 30

32. Blogs Create buzz about the game and Gardenburgers in general through various blogs to create evangelists and a potential WOM. For the Love of Shape WAY2C 31

33. Google SEM & SEO SEM based on keywordsSEO for the websiteBenefitsIncreased traffic on GB website and through keyword search. For the Love of Shape WAY2C 32

34. The campaign For the Love of Shape WAY2C Campaign duration - 6 months:December 2008 – May 2009 Will be executed in three phases Dec.- Jan/15: Phase IJan/16 - April/15: Phase IIApril/16 - May/30: Phase III Approximate budget: $1 million - Will get us 5 million keyword impressions/month 5 million impressions on targeted sites 5 million sponsorship impressions/ month (3-4 months of sponsorship) Along with others 33

35. The campaign For the Love of Shape WAY2C Budget Percentages Game: 25% Google SEM/SEO:30% Display/Preroll: 20% Webisode: 15% Blog: 5% Contingency fund: 5% 34

36. The campaign For the Love of Shape WAY2C Phase I: Creating awareness for the game. Emphasis on display, preroll, webisodes, blogs Phase II: Promoting the game and GardenburgerEmphasis on display, prerolls, webisode, SEM, SEO, blogs: heaviest spending Phase III: Promoting GardenburgerEmphasis on display, blogs, SEM, SEO 35

37. For the Love of Shape 10/20/08 W ei-ting, A akanksha, Y i-wen, C amille, C hris End The WAY2C