Rotterdam presentation world biofuels leaders conference
Green grocersppt
1. Group 16
Media Sales Plan 2012
[Emily Bratcher- Account Executive] [Kelly Krebill- Media Planner] [Stephanie Grapentin- Media Buyer]
[Anthony Richards- Research Coordinator] [Archie Zhang- Creative Representative]
2. %()/)) 0'1)/0&))50%65')(-#!!%0.)'7!'"%'0,'88))
Green Grocers !"#$%&'()))))
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o r g a n i c ," / 0 &" r a r e" 3" / 0 & ())
/ 4 # 0 . ) ( % & ' ) / ) - % . - + ' 0 &))
" # $ % & ' ( ! ) % * + ( ! # , ) ! - # & ) % , .!!
Selection. Nutrition. Green Lifestyle. Affordable Prices.
6 locations:
DeWitt, Williamston, Okemos, Grand Ledge, and 2 in East Lansing
4. Executive Summary
“ Green Grocers needs to adopt a highly-
effective sales plan in order to compete in
the market and increase sales.!
1. Increase Sales:
” 2. Reach Target Audience:
9%.-4:)&'0(')/0&)))) =#;'0)>?+?@A)=#"<%0.)
,#;!'2%2%$');/"<'2) !"#B'((%#0/4A)B/;%4%'(A)
,#5!4'(8)
3. Media Vehicles: 4. Expected Outcomes:
C'1(!/!'"A)D/&%#A) G?H)D'25"0)#0)
E%443#/"&(A)F%.%2/4) I0$'(2;'02A)/0&)D'/,-)
J?H)#B)K/".'2)*/"<'2)%0)
/"'/8
7. Situation Analysis
The 5 C’s
1. L#;!/0:+) 3. L#0(5;'"+)
Healthy, affordable, high-end, Women 35-54, higher income.
organic. Families, health &
environment conscious. On-
2. L#44/3#"/2#"(+) the-go professionals.
6 locations, building
partnerships with local
4. L#;!'2%2#"(+)
Supermarkets, club stores, drug
farmers and businesses.
stores, specialty stores,
restaurants, fast food.
5. L4%;/2'+)
Hard economic times. Higher
concern for health and the
environment.
8. Situation Analysis
SWOT
STRENGTHS: WEAKNESSES:
! “Dollar days” ! Trying to do a lot
! Prepared dinners ! Not as established
! Basic " high-end items ! Hard economic times
! Large Competition
OPPERTUNITIES: THREATS:
! Hybrid store ! More established stores
! Not a lot of these stores in Lansing ! Hard- economy
! Increase spending on higher quality
17. Media Goals:
K-') goal %()2#)%0,"'/(')#$'"/44)sales)
“ 2-"#5.-)"'/,-%0.)#5") target marketsA)
improving brand recognitionA)/0&)increase
our share %0) 2-') ."#,'":) ;/"<'28))
Seasonality/Geography:
”
Continuous, increasing during special events/holidays (i.e.
Christmas, Thanksgiving, 4th of July). Centered around Lansing.
Primary Target Audience:
Women 35-54, upper class. Health and environmentally
conscious.
Secondary Target Audience:
Working professionals, families, college students, anyone looking
for a healthy meal.
18. Media Goals:
Ostrow Model:
Reach:
The preferred reach for this year’s campaign is 75% of
the target audience over the year.
Frequency:
From the Ostrow Model of Effective Frequency we get a
value of 1.2.
Sales Goals and Objectives:
Budget= $350,00 for the fiscal year January- December
Return on Investment (ROI) Would like to see a 25%
increase after the first year.
=($350,000 x 1.25)
= $437,500
21. Media Strategies:
U'#."/!-%,)V44#,/2%#0W)
Most will be spent in the Lansing area. Main
newspaper will be Lansing based. The radio
stations will be local. And the billboards will be
near the stores.
*'&%/)P,-'&54%0.W)
PULSE SCHEDULING:
Advertising will be steady thought the entire year, but will become heavier
during special events and holidays when extra grocery dollars are being
spent.
E/('&)#0)"'('/",-)1'),/0)0/""#1)
)'/,-),-/00'4X
2%;'X/"'/)2-/2)(-#54&)3')5('&)%0)'/,-);'&%5;)2#)"'/,-)
2-')2/".'2)/5&%'0,'8)
23. Media Tactics:
Lead Mediums
NEWSPAPER:
O/0(%0.)P2/2')Y#5"0/4) F'2"#%2)Z"'')M"'(()
Advertising:
There will be a coupon insert on Sundays, which will be the store ad
for the week. A ! page ad will go out on Tuesday highlighting the
weekly special. Another coupon insert will go out on Thursday’s that
is the weekend advertisement.
24. Media Tactics:
Lead Mediums
RADIO:
(*+?!E47!"F! ("+(!G:.;;8<A!C49D! 'FF+*!G46</=5!
P!',%/4)Q$'02X9#4%&/:W)
L#02%05#5() /&$'"2%(%0.W) will December (Christmas/Holidays)
consist of 3 advertisements each day. On January (New Years)
Monday, Wednesday, Friday, and Sunday February (Super Bowl)
one 30-second ad will play on each stations End of June/Beginning of July (4th of July)
between 6 a.m. and 10 a.m. On Tuesday, August (Back to School)
Thursday, and Saturday one 30-second ad October (Halloween)
will play on each station between 3 p.m. and November (Thanksgiving)
7 p.m. Add 9 extra Radio ads (3 for each station). (2) 30-
sec morning and (1) 30-sec evening ad for each
station.
25. Media Tactics:
Support Mediums
BILLBOARDS:
There will be [)&%.%2/4)3%443#/"&(, one
near each store location. The billboards will
be placed at busy intersections, providing the
audience with an ad for the store, and also
the location of the nearest Green Grocers.
The billboards will run continuously throughout the entire year. But the
message will be changed as need.
26. Media Tactics:
Support Mediums
DIGITAL: SEM/SOCIAL MEDIA
Digital advertising will
consist of Social Media and
SEM. A specific portion of
the budget will be set aside.
Budget Allocation:
30. Budget:
.%G84<4%,P'U<*86*$'V@<@%'W2/,*<5' Newspaper: Detroit Free Press
<6&32@"A&)%$0;B'6/'&"C''D9"*%%D32@")2,%)" <6&32@"A&)%$0;B'6/'&"C''D9"*%%D32@")2,%)"
EFFG"HI$+(%"'J"23K"L"FM"H<6&32@)"+&"2"@%2$K" 550 (Price of ad) x 52 (Sundays in a year)
" ""N"EMO!PGG"H2"@%2$K" = $28,600 (a year)
846$)32@"A&)%$0;B'6/'&"C''D9"*%%D%&3")2,%)" 846$)32@"A&)%$0;B'6/'&"C''D9"*%%D%&3")2,%)"
EFFG"HI$+(%"'J"23K"L"FM"H846$)32@)"+&"2"@%2$K" $550 (Price of ad) x 52 (Thursdays in a year)
" ""N"EMO!PGG"H2"@%2$K" = $28,600 (a year)
86%)32@"Q;R"/21%"239"*%%D")/%(+2," 86%)32@"Q;R"/21%"239"*%%D")/%(+2,
EFF"H/$+(%"'J"23K"L"FM"H86%)32@)"+&"2"@%2$K" $55 (price of ad) x 52 (Tuesdays in a year)
" ""N"EMOPG"H2"@%2$K" = $2860 (a year)
Total of yearly Newspaper Advertising
: $60,060 (LSJ) + $60,060 (Detroit Free Press)
= $120,120
![Group 16
Media Sales Plan 2012
[Emily Bratcher- Account Executive] [Kelly Krebill- Media Planner] [Stephanie Grapentin- Media Buyer]
[Anthony Richards- Research Coordinator] [Archie Zhang- Creative Representative]](https://image.slidesharecdn.com/greengrocersppt-130402224958-phpapp02/85/Green-grocersppt-1-320.jpg)
