Kashi Frozen Pizza Media Plan Project

Frozen Pizza Media Plan
Frozen Pizza Media Plan

Kashi Frozen Pizza
Media Plan
Ithaca College
Media Planning STCM 30900 - 01
Spring 2015

Table of Contents
Executive Summary .............................................................................2
Agency Overview .................................................................................3
Situation Analysis
Brand Analysis ..........................................................................4
Competitive Analysis ..............................................................11
Target Audience Analysis .......................................................19
SWOT Analysis .......................................................................26
Summary .................................................................................27
Creative Strategy
Big Idea ....................................................................................28
Creative Brief ...........................................................................29
Media Objectives and Strategies
Overall Goal .............................................................................31
Target Audience and Media Mix .............................................31
Reach, Frequency, and GRPs ...................................................45
Scheduling and Timing ...........................................................48
Geography ................................................................................49
Budget ......................................................................................50
Appendices ..........................................................................................54

1

Executive summary
2
The category of health-conscious frozen pizzas has grown in recent years, but we’ve decided the most relevant competitors
for Kashi frozen pizza are Palermo’s, Freschetta, California Pizza Kitchen, and Lean Cuisine (specifically their snack-size
frozen pizzas).
Our twelve-month pulsing campaign will focus on Trendy Opinion Leaders, women aged 25-44, as well as a secondary
target audience consisting of the Mature and Mindful, women aged 55-64. While the Trendy Opinion Leader is a trend-
setter who is technologically savvy and enjoys being the pivotal member of her social group, the Mature and Mindful are
more methodical women who are active within their local communities and rely more heavily on traditional media.
In order to increase Kashi’s frozen pizza sales by 15%, we plan to appeal to these women by communicating that Kashi
frozen pizza is the convenient, healthy and delicious meal choice through our big idea: Kashi is fresh and fast. We will utilize
magazines and radio during the pulse months while relying on social media, blogs, and search engine optimization, as well
as guerilla marketing and other promotions in order to maintain a minimum of 160 monthly GRPs and
Since 2007, Kashi has been selling a variety of frozen pizzas along with its more
typical offerings of granola, cereal, and cereal bars. Kashi stresses the use of whole
grains and all-natural ingredients in all of its products and is also a proponent of an
active, healthy lifestyle. While many people are familiar with its cereal and granola
products, its frozen pizza line has failed to gain popularity, and many people do not
even know it exists.
stay within our strategically set budget of $2.6 million. Through this holistic strategy
we will provide a competitive, compelling, and integrated media plan to best serve
Kashi’s needs.

Agency Overview
Here at Mosaic Media, we are committed to providing high quality,
integrated media plans through our innovative approach to the media
landscape. Every decision we make is supported by extensive research
tying in the latest market trends. We strategically combine paid, owned,
and earned media in order to effectively and efficiently communicate
our clients’ messages to targeted audiences. The value of all of these
individual parts come together to create a holistic media plan which, in
turn, provides well-rounded results for our clients.
Mosaic Media
Mission Statement
Team Picture
3

Agency Overview
Meet The Team
Brendan Brown is a junior at Ithaca College’s Roy H. Park School of Communications where he
is an Integrated Marketing Communications major. He is originally from Middletown, New York
where he graduated from Pine Bush High School. After graduation, he intends on pursuing a law
degree. In his free time, Brendan enjoys 70’s soft rock, classic movies, and watching sports.
Lee Hamacher is a junior at Ithaca College. He is working towards an Integrated
Marketing Communications major and an Honors minor. Lee has played sports his entire
life, including football, baseball, and (currently) club lacrosse for Ithaca. When not playing
sports or creating media plans, he enjoys playing the drums and watching TV shows such as
Game of Thrones.
Brendan Brown
Lee Hamacher
4

Agency Overview
Meet The Team
Sara Harmon is a junior Integrated Marketing Communications major with a minor in
Honors at Ithaca College. She recently returned from study abroad in London where
she was working as the Communications Intern for River Communications, a public
relations and strategic communications company. Sara is passionate about creativity
and aspires to work in either graphic design or media planning. In her free time, she
enjoys scrapbooking, traveling, and playing intramural sports. She is originally from
Bolton, Connecticut.
Megan Zart is a junior Integrated Marketing Communications major at Ithaca College. She
just got back from a semester in Los Angeles, where she was an Account Management Intern
for an advertising agency. In her free time, she is a member of the Women’s Varsity Swim
Team, and she also enjoys hiking and spending time with friends. Megan is originally from
Brecksville, Ohio.
Sara Harmon
Megan Zart
5

Situation Analysis
Brand Analysis
The Industry
Globally, the frozen foods industry as a whole has seen an increase in sales in the past several years and is projected to
continue to increase up to 3.9% through 2019. This is likely attributed to the increased demand for convenient and quick-to-
prepare meals as a result of increasingly busy lifestyles, as well as increased attention to food safety. While over 80% of these
sales were attributed to the U.S. in 2012, the market within the U.S. has actually been on the decline, falling 3% since 2009.
With the nationwide push toward healthier eating habits, as well as the increase of resources for finding easy-to-prepare
homemade dishes, many Americans are ditching the TV dinners in favor of fresh, homemade cooking. Sales have also been
leveling off in regards to frozen pizza specifically, and are projected to continue that trend through 2019. Survey results show
that only 22% of consumers consider health and nutritional value to be of importance when buying frozen pizza.
Kashi frozen pizza is a unique product in that it overlaps within two main product categories – frozen food and health
food. Therefore, it is pertinent to examine the state of the natural and organic food industry as well as the frozen food
industry. The natural and organic food industry has also seen a steady increase in sales since 2005, and is projected to
increase through 2018. According to the United States Department of Agriculture, organic products are currently sold in
close to 20,000 natural food stores and almost 3 out of 4 conventional grocery stores. Eating organic and natural food has
shifted in recent years to become more of a mainstream phenomenon, with the most commonly cited reasons being health,
concern for the environment, and animal welfare.
6

Kashi is an all-natural health food brand best known for its line of cereals and granola bars. Established in 1984, Kashi
trademarked the phrase “Seven Whole Grains & Sesame” to describe the wholesome combination of ingredients used to
make the bulk of its products. Kashi was acquired by Kellogg’s in 2000, and has since expanded its product line to include
hot and cold cereal, snack bars, cookies, crackers, crisps, waffles, entrees, pilaf and pizza. The name Kashi comes from
a combination of the term “Kashruth,” which refers to pure, kosher food, and “Kushi,” referring to Michio Kushi, an
influential advocate for macrobiotics and natural foods. The name’s meaningful roots point to the brand’s deep commitment
to its mission: “Nourish people and the planet with progressive nutrition.” In addition to providing wholesome, natural food
products, Kashi also demonstrates this philosophy through its work with the Non-GMO Project, through which it is working
to increase the number of its products that do not contain GMOs.
Brand Analysis
Situation Analysis
Kashi introduced its line of frozen pizzas in 2007, and since then has both added new flavors and discontinued a few old
ones. Currently, it offers six different varieties in two different sizes. Its Greek Tzatziki and Indian Tikka Masala pizzas are
single serve and microwavable, and are both 300 calories total. They also have no preservatives or additives. The Margherita,
Mushroom Trio & Spinach, Roasted Veggie, and Mediterranean varieties are all large thin crust pizzas, and they range
from 250 to 290 calories per serving. All of the varieties are vegetarian and are great sources of protein, fiber, and whole
grains with very low fat content. Kashi frozen pizza is sold nationally throughout a wide variety of both natural food and
conventional grocery stores, and can be found in the frozen food aisle alongside other frozen pizza brands. It is priced
somewhat higher than many similar competitors, but not by much; at Wegman’s in Ithaca, a large thin crust Kashi pizza
of any variety (serving 3) is priced at $5.99. By comparison, a large Freschetta pizza (serving 4) is $5.79, and a Palermo’s
flatbread (serving 3) is only $4.99. In terms of advertising, Kashi promotes its frozen pizza line very little. Last year,
less than 1% of its overall ad budget was spent on pizza promotions, and the advertising was only done online.
Kashi Frozen Pizza
The Kashi Brand
7

Brand Analysis
Situation Analysis
Kashi frozen pizza is still a relatively new product,
since it was only introduced in 2007 and has not grown
much since; however, the Kashi brand as a whole and
many of its earlier products are much more established
and mature. All of Kashi’s products are positioned as
all-natural, healthy, and delicious food for people who
care about their bodies and what they put in them. This
is reflected in its advertisements; they incorporate a lot
of green, natural hues and fruit, vegetable and grain
imagery. Many ads have featured some sort of sale or
promotion as the main call-to-action, and they primarily
advertise their chip, cereal and snack bar products.
For pizza specifically, advertising in the past year has
been focused in the late summer and early fall, following
a flighting strategy, meaning there are significant periods
with no advertising at all. Kashi’s overall brand awareness
is fairly high; in a recent survey of almost 30 people, only
one respondent was not familiar with the brand. They
Previous Sales and
Promotional Data
Evansville, IN
Eureka, CA
Missoula, MT
Laredo, TX
Honolulu, HI
Bend, OR
Santa Barbara/Santa Maria/ San
Louis Obispo, CA
Miami/Ft. Lauderdale, FL
Albuquerque/Santa Fe, NM
San Diego, CA
186 129
124 73
121 99
120 113
120 93
118 96
116 81
114 82
114 97
113 88
Denver, CO 113 94
DMA BDI CDI
than 9,000 Twitter followers, which is a strong indication of popularity and familiarity in today’s society. For pizza
alone, however, many people are less familiar; in the same survey, only two respondents had heard of Kashi frozen pizza
specifically. The West and Southwest regions of the U.S. are also more brand-aware than most: the cities that indexed the
highest for Kashi frozen pizza were located in Indiana, California, Montana, Texas, Hawaii, Oregon, Florida, New Mexico
and Colorado, which means that people in these states were significantly more likely to purchase the product than the
also have over 770,000 likes on Facebook and more
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average consumer. Many of these cities also did not index particularly
highly for the frozen pizza category as a whole, which means that they
were less likely to normally purchase frozen pizza in general - meaning
they’re not buying from our competitors either.
Brand Analysis
Situation Analysis
The marketing objective for Kashi frozen pizza is simple: grow
sales by 15% by the end of 2016, which would put the sales total at
$40 million. In attempting to achieve this, there are several pertinent
strategies to implement. First, Kashi must convert some of the
consumers of its competitors. Kashi’s frozen pizza market share is
relatively low at only 1%, so rather than growing the market as a whole,
it would make much more sense to convince the competitors’ consumers
Marketing Objectives and Strategies
that Kashi has the better product. Secondly, Kashi will need to dominate the media channels in which it advertises. In order
to steal business away from competitors, Kashi will have to have a much stronger promotional presence than they do so as to
stay at the top of consumers’ minds when making a frozen pizza purchase decision.
Overall, Kashi’s current ad budget totals $31,462,400. This is very similar to the previous year’s budget of
$31,348,400, but significantly lower than two years ago, when there was a total of $36,370,500. Within this year’s
budget, only 0.63%, or $197,300, was allocated for Kashi frozen pizza specifically.
Budget
Past
Creative
9

Brand Analysis
Situation Analysis
There are a number of external trends that likely have an impact on Kashi’s sales, as well as the sales of the category as a
whole. First, the U.S. economy is finally beginning to improve, which means that people have more spending money, and
therefore flexibility regarding the quality and price of their purchases. Kashi frozen pizza is a fairly expensive product
compared to some competitors, and it could also be considered higher-end because of its all-natural ingredients. The state
of the economy could definitely have an impact on whether or not consumers can afford to buy Kashi pizza, or even if it is
where they choose to spend their extra money.
Secondly, there has been a strong push toward healthier eating habits in the U.S. According to the U.S. Department of
Agriculture, on average adults consumed 118 calories less per day in 2009-10 than they had four years prior. With more and
more resources to aid healthy eating, such as cooking shows, mobile apps, and the Internet, Americans are becoming more
aware of how much they’re eating and what they’re eating. Natural and organic food sales have been increasing rapidly, and
more and more mainstream consumers are buying into the idea that organic is better. Since Kashi is a brand known for its
wholesome, all-natural ingredients, this trend definitely has a positive impact on the company, although it has the potential
to have less positive effects on the frozen food category as a whole.
Lastly, the typical working American’s lifestyle is increasingly hectic and on-the-run, which could potentially influence
frozen food sales positively. Frozen foods such as Kashi frozen pizza offer a quick and convenient meal choice that’s very
appealing to those who don’t have the time to cook. Increases in frozen food sales have often been linked with busy lifestyles,
so it would seem that the busier Americans are, the more Kashi frozen pizza they will potentially buy.
Economic and Societal Trends
10

Competitive Analysis
Situation Analysis
Mosaic Media has chosen four competitors for Kashi frozen pizza. California Pizza Kitchen, Palermo’s, and Freschetta
frozen pizzas were chosen as primary competitors for Kashi, while Lean Cuisine frozen pizza was chosen as a secondary.
These four were chosen because they are the closest nutritionally to Kashi, at around 290-400 calories. Each primary
competitor also has healthier frozen pizza options, such as naturally rising crust or gluten free. All primary competitors had
to offer thin crust pizzas, as Kashi’s six frozen pizza products are all of the thin crust variety. Lean Cuisine is a secondary
competitor because while it does not have thin crust options, they are as healthy as the others and are the first to come to
mind when choosing a healthy frozen pizza.
Before analyzing competitors, it is important to first analyze Kashi using the same standards so there is a clear
comparison between the brands we are competing against and ourselves.
Overview
Kashi was founded in 1984 with the idea of using a blend of whole grains, naturally grown and produced, to make a
positive impact on the health of their consumers and of the world we all live in. They first introduced pizza to their product
line in 2007 with their Vegetarian Pizza, and the pizza line has since expanded to six varieties, all with Kashi’s blend of
whole grains. Kashi offers 6 pizza options, all of the thin crust variety, including Greek Tzatziki, Margherita, and Roasted
Vegetable. Kashi’s frozen pizzas come in at around 250 to 300 calories.
Kashi Frozen Pizza
Overview
11

Media
Situation Analysis
Advertising for Kashi is all based on the healthy, all-natural quality of their food. They believe that people feel good when
they eat food that they know is produced naturally. Their slogan, “7 Whole Grains on a Mission,” reinforces that belief.
Kashi’s overall ad spending last year was $31,462,400, however only $197,300 of that went in to promoting Kashi’s frozen
pizzas (about 0.6%). In their creative, they emphasize feeling good from eating Kashi, and occasionally partner with charities.
Past Creative
California Pizza Kitchen was opened in 1985 in Beverly Hills, originally as a restaurant. They specialize in putting a
“California twist” on famous pizza styles, trying to create their own style to match that of Chicago or New York. They
soon expanded to more than 30 states and 11 countries, and began selling their pizzas in grocery stores nationwide.
Consumers can choose from 28 different pizzas, 9 of which are thin crust such as Sicilian Recipe or Fire Roasted
Vegetables. Frozen pizza from California Pizza Kitchen contains anywhere from 300 to 360 calories.
California Pizza Kitchen
Overview
12

Situation Analysis
Media
California Pizza Kitchen prides themselves in being a “California
style” pizza, comparable to Chicago or New York styles. They like to call
their pizzas “Reimagined” meaning they have put their own California
twist on them. CPK spends quite a bit on advertising, burning
$4,269,800 last year. Most of that budget went to magazines, but they
spend around $500k on eye-catching Internet ads that animate when
you mouse over them. They also utilize promotional offers very well.
Past Creative
In 1969, two Italian immigrants opened a pizza shop in Milwaukee. After being named “Milwaukee’s Best Pizza”, a local
grocer urged them to get into the frozen pizza business. They have been manufacturing and selling “old-world style” frozen
pizzas since 1979. In their 20+ years in the frozen pizza industry, they have created 38 different kinds of frozen pizza, and 11
are thin crust like their Italian Sausage or Garden pizza. Most of their pizzas tend to be on the healthier side, from 240-340
calories, however they do have a Meat Lovers pizza that clocks in at 410 calories.
Palermo
Overview
’
s
Media
Palermo’s Pizza has been around since Nixon was President, so it’s no surprise their slogan is “Frozen Pizza Made
With Old World Craftsmanship.” They didn’t spend too much on advertising last year, only $240,500, split between B2B
and newspaper ads. While they don’t have consumer ads like the other competitors do, their website makes it clear that
their position is that their pizza is authentic, old Italian style with only the finest ingredients.
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Past Creative
Situation Analysis
Similar to Kashi, Freschetta was started under the idea that good frozen pizza should be made with real ingredients like
100% real cheese, preservative-free crust, and whole vine-ripened tomatoes. These quality ingredients create a more quality
Freschetta
Overview
Media
From an advertising standpoint, Freschetta is focused on getting across the great taste
of their pizza. They go back and forth using slogans such as “Unsurpassed Fresh Taste”
and “Now That’s Fresch!” The company spent $381,300 last year mostly on magazine ads,
and a small chunk on B2B. Their creative approach is fairly simple, going with simple ads
emphasizing their pizza’s great taste and fresh ingredients.
Past Creative
pizza experience. Freschetta has 20 kinds of pizzas for consumers to choose from, 3 of
which are thin crust, and are the only competitor to offer a gluten-free frozen pizza.
Their pizzas range from 270 all the way up to 380 calories, and even have an individual
pepperoni pizza that is 530 calories.
14

Situation Analysis
Lean Cuisine was started in 1981 by their parent company, Nestle, as a healthier alternative to Stouffers. The line
expanded to over 100 items, including pizza, salads, macaroni, and chicken. They actually have specific health standards for
their food because they have “lean” in their title. Lean Cuisine has 12 pizza options among their smorgasbord of frozen food
options, but none are thin crust. Each pizza is between 300 and 380 calories.
Lean Cuisine Frozen Pizza
Overview
(Secondary Competitor)
Media
Lean Cuisine, like Kashi, has a large media budget but only spends a fraction on frozen pizza; they put far more money
into their frozen panini line. Lean Cuisine frozen pizza uses $53,300 for advertisements, all in magazines such as the ads
below. Their ads pitch the whole line of food, not just the pizza, and emphasize the foods’ simplicity, healthy nature, and
great taste.
Past Creative
15

Situation Analysis
Share of Voice ((Kashi Brand)
Freschetta Frozen Pizza
$381,300, 1%
Palermo’s Frozen Pizza
$240,500, 1%
Lean Cuisine Brick/Style
Frozen Pizza
$53,400, 0%
California Pizza Kitchen Frozen Pizza
$4,269,800, 12%
Kashi Brand
$31,462,400, 86%
Kashi Frozen Pizza
California Pizza Kitchen
Palermo’s
Freschetta
Lean Cuisine
250-300 single serve or 1/3 pizza
300-360 1/3 pizza
240-340 1/3 - 1/4 pizza
270-380 1/3 pizza
300-380 single serve
Company Calories Serving Size
Competitors at a Glance
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Kashi Frozen Pizza
$197,000, 4%
California Pizza Kitchen Frozen Pizza
Freschetta Frozen Pizza
$381,300, 7%
Palermo’s Frozen Pizza
$240,500, 5%
Lean Cuisine Brick/Style
Frozen Pizza
$53,400, 1%
$4,269,800, 83%
Share of Voice ((Kashi Pizza Only)
Situation Analysis
Kashi has an interesting position compared
to its competitors. When only talking about
frozen pizza share of voice, California Pizza
Kitchen dominates with an over 2/3 share.
That being said, California Pizza Kitchen is
only known for their pizza; Kashi is known
as a nation-wide leader in healthy, all-natural
food products. When considering Kashi as
a brand, it is clear that while they might not
have an advantage as far as pizza is concerned,
they definitely have a leg up in terms of brand
recognition.
Insights
17

Situation Analysis
18
Kashi"'s 2014 Ad Spend Breakdown By Product Category
(Total Spend: $31,462,400)
Frozen Pizza
$197,300, 0.6%
GoLean Cereal, Heart to Heart
Cereal, Mighty Bites Cereal,
Vignette, Variety Cereals
$1,879,700, 6%
GoLean Crunch Cereal
$2,326,800, 7.5% TLC Var Food Products
$2,909,300, 9.2%
Var Cereal & Granola Bar
$12,690,100, 40.3%
Var Food Products
$9,513,200, 30.2%
Co Var Food Products
$1,946,000, 6.2%

Target Audience Analysis
Situation Analysis
Segmentation
Both primary and secondary research methods were used to determine which markets, in terms of demographic,
psychographic and behavioral data, would be the best target audiences for Kashi frozen pizza. According to the research
data, women, or more specifically, working women, offer more potential than men. While women are 4% more likely than
the general population to have bought frozen pizza within the past six months, men are 9% less likely than the general
population to have bought frozen pizza within the past six months. Moreover, to highlight the differences between working
women and women in general: Working women are 10% more likely than the general population to have bought frozen pizza
within the past six months and 14% more likely than the general population to have used five or more frozen pizzas within
the past thirty days. Based on data from Simmons, demographic, psychographic, and behavioral data from Kashi, as well
as primary research, two market segments were chosen. Women aged 25-44 make up the primary target audience, while
women aged 55-64 make up the secondary target audience.
Research Methods
In order to collect information straight from the consumers, a survey was sent out via social media and email. People
were asked to answer questions about the value they place on nutritional ingredients, how often they buy frozen pizza,
their awareness of the Kashi brand, their hobbies and leisure activities, their exercise habits, their professions, the size
of their family and their state of residence. In total, twenty seven people answered the survey; twelve of the respondents
were in the primary target audience while four of the respondents were in the secondary target audience. Eleven of the
respondents were eliminated because they did not fall within the limits of either of the two target audiences.
Primary Research
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The results from the primary research supplemented the demographic, psychographic and behavioral data collected from
the databases, such as Simmons, and the information provided by Kashi. While the primary data provided a starting point
with actual opinions from target audience members, the secondary data provided an opportunity to dive deeper into the
more statistic-based data. Indices were analyzed comparing gender, age, income, occupation, number of children, lifestyles,
values, media usage, etc. All of this information came together in order to create a day in the life, or personas, for the two
target audiences.
Secondary Research
Situation Analysis
Target Audience Descriptions and Consumer Insights
This category consists of Caucasian, college-educated women aged 25-44. Many live in rented apartments or their first
newly bought home. They live busy lives as they balance a full-time job with social, family, and personal needs such as
exercising. While some may be just settling down after earning a college degree, others are married with children in their
pre-teens and early teens. Those with children try to be actively involved in their children’s daily lives by watching television
with them and helping on parent associations at school.
In addition to being a part of their children’s lives, these women are also a part of social groups. They are witty and
intelligent leaders and are often described as dominating, authoritarian, demanding, humorous, amusing, smart, and
The Trendy Opinion Leader (Primary Target Audience)
well-informed. Not surprisingly, they tend to be the head of their households. Moreover, they are adventurous trend-
setters. They are aware of changing fashions and styles, willing to try various brands (thus, they are not always brand
loyal), are eager to prove they are nutrition conscious, and are not afraid to share their opinions with others. As such,
many people view them as opinion leaders and often seek out their advice. These women are often the pivotal members
of their social groups.
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Similarly to the Millennial Generation, these women are technologically savvy when it comes to the Internet. They view it
as a means of communication with friends and family, as well as a way to stay up-to-date with current news. They often have
a device, such as a smart phone or iPad, which allows them to access the Internet when they are on the go, whether they need
to post a status, check the news, or socialize with others. Moreover, they are often utilizing forms of media throughout the
day, with extra time dedicated in the morning, mid afternoon, and evening. While they enjoy sifting through entertainment
Situation Analysis
magazines, such as Marie Claire, to stay
abreast of current celebrity gossip, they also
enjoy listening to a variety of radio formats,
including contemporary hit radio (current
hits, top 40, pop), adult contemporary,
country, modern rock, Hispanic, and urban
contemporary (hip hop, rhythm and blues). As
far as television viewing goes, they typically
watch it off of their DVRs instead of real-time
due to their hectic lifestyles.
These women tend to hold positions
within the healthcare, education, legal, and
management industries. Moreover, they tend
to live in the Midwest and West regions of the
United States and tend to settle in both urban
and rural locations; the choice depends on
their preference.
(Please view the appendix to see many
more index charts similar to this one.)
Consumer Insight: These women are witty and intelligent leaders.
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Situation Analysis
Samantha graduated from Quinnipiac University with a bachelor’s degree in nursing thirteen
years ago. After graduation, she decided to move to San Francisco with her boyfriend, Carson, who
had been hired as a film editor at EVOLVE Film Production. When they first settled down, they
rented a nice two bedroom apartment, which was just big enough for the two of them; however,
now, after marriage and the birth of their son, they live in a nice four bedroom house located near
one of San Francisco’s elementary schools.
As a nurse, Samantha is fueled by what she eats. She often feels guilty when she eats fattening
foods; therefore, she often tries new nutritional products she finds at the store. She looks after her
family and wants to make sure they eat well. This being said, she is very busy balancing her full-
time job with her family and social needs. In addition to working forty hours a week, she is also on
the parents association for her son’s school, involved in many social activities with her friends, and
attends weekly yoga classes at the local gym. People often look to her as a leader and want to hear
her thoughts. As such, Samantha does not have a lot of time to prepare healthy meals; therefore,
even though she believes frozen dinners lack nutritional value, it is not uncommon for her to throw
a frozen pizza in the oven out of convenience.
Samantha is technologically savvy. While she uses the Internet and social media to stay abreast
of current news and changes in fashion and styles, she also uses it for fun. She has a Pinterest
account that allows her to “pin” creative fashion ideas as well as fun arts-and-crafts she can do
with her son. Moreover, her Facebook account not only allows her to stay in touch with old high
school and college friends, but it also allows her to follow some of her favorite magazines, such as
Marie Claire and Parents, and learn about special features and sections appearing in upcoming
publications. Samantha is very integrated when it comes to her technology use.
City: San Francisco, CA
Occupation: Nurse at Saint
Francis Memorial Hospital
Age: 38
Income: $75,000
Marital Status: Married
Meet Samantha Stewart
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Situation Analysis
The Mature and Mindful (Secondary Target Audience)
This category consists of Caucasian women aged 55-64. While many of these women attended college, many also stopped
pursuing education after high school. Moreover, while some still hold full-time positions within administrative support and
management industries, many are beginning to retire. Similarly to the Trendy Opinion Leader, these women also live busy
lives; however, they fill their time volunteering to be on local church boards and visiting local country clubs, museums, and
art associations. Since these women are often busy within their community, they enjoy the convenience of quick and easy
meals.
These women tend to live in their own home or a rented apartment. Moreover, their children are often older and
beginning to settle down themselves. If a child still lives at home, he or she is likely to be in their older teens or young
twenties; however, many of these women are reaching the age where they are beginning to become grandparents. They tend
to live in less populated areas with their husbands.
These women are friendly and methodical. They enjoy following their everyday routines and are confident in their
abilities. Friends trust their opinions and advice. These women are often described as amicable, organized, thorough,
diligent, kind, good-hearted, sincere, self-assured, secure, reliable, competent, and trustworthy. Additionally, they are very
nutrition conscious. When they shop for ingredients, they prefer organic and natural foods and often seek out ingredients
with the highest nutritional value.
Unlike the Trendy Opinion Leader, these women are not as technologically savvy. Instead of finding information on the
Internet, they prefer more traditional forms of media, such as newspapers, magazines, and television. Instead of using a
DVR, they are more likely to schedule their daily activities around their television programs. The Mature and Mindful enjoy
being well-rounded and well-informed individuals; therefore, they often watch television programs
and read newspaper and magazines that relate to both current world events and their hobbies, including cooking,
gardening, and home decorating.
One important difference between the Trendy Opinion Leader and the Mature and Mindful is that the latter is more
aware of the Kashi brand. While the age range of the primary target audience under-indexes when it comes to knowing
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about Kashi cereal (95 and 80), the age range of the secondary target audience over-indexes (128). Since these women are
already familiar with the brand, they may be more likely to try Kashi frozen pizza.
Moreover, these women are also very environmentally conscious. They always recycle and believe that all people,
including companies, share the responsibility to take care of the environment. They prefer to purchase products from
environmentally friendly companies.
Situation Analysis
(Please view the appendix to see many more index charts similar to this one.)
Consumer Insight: These women are friendly and methodical. They enjoy having routines and are confident in
themselves. Friends trust what they have to say.
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Situation Analysis
Ella is a soon-to-be retired administrative assistant living in a quiet, rural town in
New England with her high school sweetheart, Tim. She has two children, a thirty three
year old daughter and a thirty six year old son, both living with spouses. Her son was
the first to present her with a grandchild. Ella’s granddaughter is already six years old
and is the light of Ella’s life. She loves spending time with her reading books, having tea
parties, going for walks, and playing games.
Even though Ella currently has a full-time job, she stays active in her free time. She
enjoys her weekly routine. When she is out and about, she likes to volunteer at her
church and to utilize her membership at the local country club. Moreover, when she is
home, she enjoys gardening, sewing and crocheting, baking, walking on the treadmill,
and spending time with her husband. She and her husband often plan their daily
activities around their favorite television shows so that way they can be sure to watch
them together. With her busy schedule, Ella does not always have a lot of time to make
healthy meals; however, she is adamant that she and her husband must eat nutritional
foods. She makes an extra effort to find organic and natural foods at the grocery store.
City: Somers, Connecticut
Occupation: Administrative Assistant
Age: 62
Income: $80,000
Marital Status: Married
Meet Ella Backus
Unlike her children, Ella is not as up-to-date with more interactive forms of
media. While her job does require her to use the Internet and she does have a
Facebook account, she does not use these forms of media as frequently as more
traditional forms of media. She relies more heavily on television, newspapers,
and magazines for her news intake. Unlike the younger generations, Ella is not
as concerned about having Internet access when she is out and about; instead, she
utilizes media more often in the evenings when she is home.
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SWOT Analysis
Situation Analysis
Strengths Weaknesses
Opportunities Threats
• Good brand awareness through other business
ventures
• Naturally nutritious frozen food
• Sold in both natural and conventional grocery
stores across the United States
• High appeal to outdoor adventure audience
• Lack of familiarity with the pizza product
• Advertising expenditures limited to online only
• Recall of certain pizza products because plastic
was found in the crust
• Lawsuit for use of the term “all-natural”
• Growing movement towards “natural” products
• Increased wellness in society
• Frozen pizza sales have been up due to surge in
the economy
• People seek convenience while eating
• No exposure to Kashi frozen pizza
• Pricing compared to competitors
• Saturated frozen pizza market
• Competitive ad spending
• No secure definition of the term “natural”
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In May of 2014, Kashi paid $5 million to resolve a class action lawsuit. The Kellogg subsidiary was accused of falsely
advertising a myriad of Kashi products ranging from its GoLean bars to Kashi Pita Crisps. Each of these products
contained one or more of “an array of chemicals” which the plaintiff argued a reasonable consumer would consider
unnatural.

Summary
Situation Analysis
The Challenge
The main challenge that Kashi frozen pizza faces is extremely low product awareness. People do not seem to know that
Kashi makes frozen pizza, and up until now, Kashi has not committed any significant advertising dollars to try to change
that fact. No one is going to buy a product they don’t know exists!
Key Consumer Insight
Kashi frozen pizza is a great fit for our target audiences’ lifestyle needs – they just don’t know it yet. Our primary audience
values healthy eating for themselves and their families, but their busy lifestyles often prevent them from fulfilling their
nutritional goals. Our secondary audience also values healthy eating and is already committed to making purchases that
align with that belief. They even have a familiarity with the Kashi brand, they just don’t know that their go-to cereal brand
also makes pizza. Kashi consistently delivers healthier pizza options than its main competitors, but once again, they are
thwarted by their anonymity. If our target audience was better informed about Kashi frozen pizza, they would immediately
recognize that it is the best fit for their lifestyle and philosophy.
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The Big Idea
When you live a hectic lifestyle, sometimes it is comforting to know that dinner is already taken care of for the night. All you
have to do is come home, unwrap the pizza, and then throw it in the oven. Kashi frozen pizza is a convenient, healthy and
quick to prepare meal that the family can eat together with a smile.
&
Fast
Kashi frozen pizza is:
Tagline:
Kashi is a well established brand that is firmly invested in providing fresh and healthy ingredients to its customers.
Moreover, by providing convenient foods, such as its frozen pizza, the brand shows its commitment to supporting its
customers and making sure that they have time for some of their favorite traditional values, such as family dinner, even
on the busiest of days.
Kashi frozen pizza: Ingrained in health. Ingrained in you.
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Creative Brief
Background
Kashi, established in 1984, trademarked the phrase “Seven Whole Grains & Sesame” to describe the wholesome
combination of ingredients used to make the bulk of its products. Kashi prides itself on producing all natural foods. In
2007, it introduced a frozen pizza line. Currently, six pizza varieties available; all of which are vegetarian and great sources
of protein, fiber, and whole grains with very low fat content. Unlike Kashi’s cereal and snack bars which are well known to
many, especially people living in the West, people are less familiar with its frozen pizzas.
Advertising Objective
The objective is to increase frozen pizza sales by 15% to $40 million by the end of next year (2016).
Target Audience
The primary target audience for this campaign are women aged 25-44, otherwise known as Trendy Opinion Leaders.
These women live hectic lives as they are either settling down or married with families. They are witty and intelligent leaders
who enjoy being the pivotal member of their social group. The secondary target for this campaign are women aged 55-64,
otherwise known as the Mature and Mindful. These women are friendly and methodical. Many are hitting retirement age;
however, they continue to live busy lives as they are active within their local communities.
Key Insight
Kashi frozen pizza is a great fit for its target audiences’ lifestyle needs, however, they just don’t know it yet. The primary
audience values healthy eating for themselves and their families, but their busy lifestyles often prevent them from fulfilling
their nutritional goals. The secondary audience also values healthy eating and is already committed to making purchases
that align with that belief. While they are familiar with the Kashi brand, they are not aware of its frozen pizza. Kashi
consistently delivers healthier pizza options than its main competitors, but it is thwarted by its anonymity. If the Trendy
Opinion Leaders and the Mature and Mindful were better informed about Kashi frozen pizza, they would immediately
recognize that it is the best fit for their lifestyles and philosophies.
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Creative Brief
Big Idea
Kashi frozen pizza is a nutritional meal that is quick and easy to prepare. Emphasizing this convenience, the main
message of the campaign will highlight how Kashi frozen pizza is “Fresh & Fast.” The tagline will say “Ingrained in You” in
order to accentuate the perfect fit between Kashi frozen pizza and the target audiences’ hectic lifestyles.
What We Want the Target Audience to Do
Buy Kashi frozen pizza the next time they are at an all natural or conventional grocery store.
Tone
As far as tone, the main message of the campaign will be portrayed in witty ways. The women Kashi is targeting are well-
informed individuals who are looking for messages that will catch their eye. These women are constantly in motion, and
they do not have a lot of downtime, therefore, the messages need to be fun, simple, and creative.
Deliverables
• Exhibit booths at all five Green Festivals
• Magazines: Half page four color ads with coupons in two general-interest magazines and one women’s magazine
• Radio: Thirty second spots distributed through three national radio networks
• Social Media: Strong presence on Facebook, Twitter, and Pinterest through frequent posts and month-specific contests
• Blogs: Frequent articles on two blogs pertaining to the primary target’s interests
• Guerilla Marketing and Other Promotions: Four buzz-generating promotions that will span the twelve month campaign
Budget
The campaign will be fueled by a budget of $2.6 million.
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Objectives & Strategies
Media Mix & Target Audience
Media Mix & Target audience Objective
To spread awareness among women ages 18-34 through an offensive strategy, emphasizing the convenience and all natural
aspects of Kashi frozen pizza. The ultimate goal is to make these women realize that Kashi frozen pizza fits nicely into their
hectic lifestyles. The campaign will also serve as a defensive strategy by raising awareness about Kashi frozen pizza among
women ages 54-64, who are already familiar with the Kashi brand. To reach these targets, we will utilize national magazines,
radio networks, social media, blogs, and guerrilla marketing.
Overall Goal
To increase frozen pizza sales by 15% to $40 million by the end of next year (2016). This will be accomplished through
the following objectives:
Exhibitor at Green Festivals
Over the course of the twelve-month campaign, Kashi will have a booth
at all five Green Festivals, which are festivals where companies present their
Strategy and Rationale
green products and services directly to customers with the intention of promoting healthier living. At these festivals,
which are three days long, six Kashi employees will be present at the booth and ready to promote the frozen pizza line.
They will also be able to answer any questions consumers may have and emphasize Kashi’s dedication to all natural
ingredients. Moreover, they will also have samples for customers to try and demonstrations showing how the food is
prepared. In addition to the booth at each festival, Kashi will also have its name and location highlighted in the Green
Festival Expo Event Guide, have sample products in the Product Teaser Showcase near the main entrance to the event,
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have a designated section for its logo, address, telephone number, Google map link, and a brief company and product
description in the Web Exhibitor Directory, and have the opportunity to promote its frozen pizza through an article
submission to the Green Festival Expo News Page. These festivals will help increase awareness about Kashi frozen pizza.
In addition to the benefits listed above, the locations of the different Green Festivals will also be beneficial for Kashi.
Three of the five locations are in the western region of the United States: in Los Angeles (September), San Francisco
(November), and Portland (December). According to data collected during the research phase of the project, people in the
West are more familiar with the Kashi brand. As a result, these three festivals will be opportunities to raise awareness about
Kashi frozen pizza among consumers who are either already familiar with the brand, or brand loyal. The other two festivals
are located in New York City (April) and Washington, D.C. (June). These festivals will be opportunities to raise awareness
about Kashi frozen pizza among people who may not be familiar with the brand. In the end, the five festivals will allow
Kashi personnel to share their message across the nation.
Magazines
Magazines provide an excellent avenue to reach the Trendy Opinion Leader. Not only do magazines have a long shelf
life, but they also offer creative opportunities to reach niche markets. For instance, according to the index numbers from
Simmons, the Trendy Opinion Leader most often reads magazines focused around good parenting techniques, gossip,
fashion, make-up, family activities, and fitness. This makes sense, as the Trendy Opinion Leader is ambitious and likes
to be up-to-date on the latest trends so that she can share this information and gossip with friends and family.
Moreover, magazines encourage audience involvement through a number of ways. By including sales promotions,
such as coupons, and other tie-ins to social media promotions, magazines will serve as a pivotal media vehicle within
the integrated media plan. In order to save money, half page four-color advertisements will be used. As far as timing,
the magazine ads will be circulated during the pulsing months (April, June, September, November, and December) in
order to align with the Green Festivals.
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Parents (General interesT))
SpecI IC Buys
F
Many women between the ages of 25-44 are either beginning to settle down or are already
married with children in their pre-teens or early teens. Those with younger children, or those who
are starting to think about having children, look for advice from credible sources. Parents is one
such source offering information on a variety of topics including the broad categories of: getting
pregnant, pregnancy, baby names, babies, toddlers and preschoolers, big kids, parenting, food,
health, fun, and birthdays. Each of these superordinate sections can then be broken down into
more specific sub-sections. Kashi would benefit from advertising within the food sub-sections
because they provide details about healthy, quick and easy meals for parents who are always on the
go, which is almost an exact description of the Trendy Opinion Leader.
Marie Claire (Women's))
Marie Claire fuels the Trendy Opinion Leader by providing the latest gossip surrounding
celebrities, fashion and beauty trends, careers, and love/romantic interests which they can then
share with their family and friends. Moreover, these women like to read this magazine for
entertainment when they have a few moments to themselves during their hectic days. Compared
to the many other entertainment magazines, Marie Claire indexed the highest among Trendy
Opinion Leaders.
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Runner's World (General interesT))
The lives of Trendy Opinion Leaders are constantly in motion as these women are challenged
to balance personal, social, professional, and family needs. Once in a while, however, they need
a stress outlet, and running is one of their favorite methods. Not only do they feel more relaxed
after a run, but it also helps them stay in shape. Women read this magazine in order to learn about
training, read advice from professionals, see the latest apparel, and learn about pacing and calorie
loss techniques.
Radio
Similar to magazines, radio also provides effective ways of targeting niche markets creatively. A less expensive medium
than television, radio offers many benefits, one of the most important being timeliness. Additionally, radio advertisements
can reach target audience members in several locations, such as at home and on the go when people are driving. The Trendy
Opinion Leader leads a hectic life, and music is one of the ways she adds some enjoyment to her day. According to data from
Simmons, the Trendy Opinion Leader indexed highly for several radio formats, including: contemporary hit radio (current
hits, top 40, pop), adult contemporary, country, modern rock, Hispanic, and urban contemporary (hip hop, rhythm and
blues). In order to save money, thirty-second advertisements will be produced for the following radio networks:
Westwood One, United Stations Radio Network (USRN), and Crystal Media. Similarly to magazines, these radio spots
will be used during the pulsing months of the campaign (April, June, September, November, and December); the goal is
to spread word about Kashi’s appearance at the Green Festivals and to promote its frozen pizza line.
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As far as dayparts go, the Trendy Opinion Leader is more likely to listen to the radio in the early evening and late at night.
More specifically, these women are likely to listen anytime between 3:00pm–7:00pm (evening drive) and 7:00–midnight
(nighttime) Monday through Sunday. These timeframes make sense when compared with a typical day for a Trendy Opinion
Leader. For instance, many Trendy Opinion Leaders are employed full-time and would either be traveling home during rush
hour or picking up their kids at school during the evening drive daypart. This is also a popular time for people to run to
the store and grab a meal for dinner. Studies have shown that grocery sales increase during the pre-dinner rush. Moreover,
it is later at night once these women are finally home and need some time to relax. They may even turn the radio on in the
background as they perform their household duties.
Westwood One
SpecI IC BuysF
Westwood One is a network with 449 radio stations and 8,600 affiliates spanning ninety-four
markets in the United States. Due to this large base, Westwood One has 190 million weekly
listeners. The network caters to the Trendy Opinion Leader’s interests by providing country, rock,
adult contemporary, urban, and Hispanic formats. Further, the network hosts celebrity gossip
shows. Both of these aspects cater to the interests of the Trendy Opinion Leader.
United Stations Radio Network
United Stations Radio Network has been the largest independently owned radio network for the past
seventeen years and has upwards of 5,000 stations spanning the nation. In addition to offering both the
country and urban formats, this network also provides shows such as Celebrity Top Ten, which details
the latest celebrity gossip, and Girl FM, which discusses relationship advice, beauty and fashion trends,
and parenting techniques and encourages interaction with the conversation topics on its social media.
Both of these features will peak the interests of the Trendy Opinion Leader.
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Crystal Media Network
Crystal Media Network offers a unique feature that would be valuable to Kashi. In addition
to reaching over ninety-four percent of the United States, the network also provides listeners
with the opportunity to delve deeper into advertised messages thanks to the combination of their
RSS+Player and patent pending Stream Interface. The Stream Interface “indexes and displays the
people, locations, organizations, and words related to the topic – helping expand a user’s knowledge
and promote our clients in a socially targeted manner.” This technology will allow listeners the
opportunity to learn even more about Kashi and its product offerings, making our ads even more
effective for the consumers who are truly interested.
Social Media
Today, the Internet is accessible through a variety of different screens, ranging from smartphones to tablets to computer
screens. In fact, according to research by the Pew Research Center, “...more than four in ten American adults now own a
smartphone. One in five owns a tablet. [And] new cars are manufactured with Internet built in.” This increased accessibility
has greatly contributed to the growing popularity of social media, which will prove to be a beneficial medium for Kashi
because it is utilized by both the Trendy Opinion Leaders and the Mature and Mindful. Combined, the age groups of these
two target audiences make up approximately 72% of social web users. Moreover, another study found that “the largest
growth in social software use is in the older users, with a 36% increase in use between 2009 and 2010 for 55-64 year old
users.” According to the survey results from our primary research, the most popular social media sites among Kashi’s
primary and secondary target audiences include Facebook, Twitter, and Pinterest. All of these platforms will represent
earned media; they will not cost any money, but they will help increase the reach and the frequency of Kashi’s message.
Moreover, while posts on these platforms will be continuous over the twelve month period, special campaigns, contests,
and competitions will only take place during specific months.
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Facebook
SpecI IC TacticsF
Facebook has a strong following; approximately 60% of its users fall within the age ranges of Kashi’s
primary and secondary audiences. Facebook is a good vehicle for raising awareness about brands and
sharing important information because it facilitates two-way communication; people can comment and
question on posts, which provides feedback for the company. This medium will prove beneficial to Kashi
over the twelve-month campaign because it will be used in a continuous manner, encouraging people to interact with the brand.
A large portion of the interaction will stem from Kashi Questions, a trivia game/contest played through consumers’ profiles.
People who sign up to play the game, which will be promoted on Kashi’s profile, will be given access to one question every day
for the month of April. The questions will all relate to themes that are relevant to Kashi’s core philosophy – healthy eating,
natural foods, leading an active lifestyle, and Kashi as a company. Every time a user answers a question correctly, they will be
entered into a sweepstakes to win an all-expenses paid camping trip for four in Yellowstone National Park. There will be two
grand prize winners nationally, and 50 additional winners will get a free Kashi frozen pizza to try. Every Friday throughout the
duration of the contest, users who answer the question correctly will also automatically win a coupon for 25% off a Kashi frozen
pizza. This contest will provide a way for consumers to engage with the brand by playing the trivia game, and will also raise
awareness, get people talking, and hopefully, inspire people to go out and try Kashi frozen pizza. April was chosen as the contest
month because the contest will nicely supplement the paid media being
used at that time. Moreover, April is right before the summer months when
children are out of school; this is a common time for people to take vacations
similar to the one being offered as the grand prize.
Outside of the contest, Kashi will engage with consumers by
posting more frequent content related to its frozen pizza, as well as
by asking questions and encouraging users to interact by sharing
their own pictures and ideas. Examples include asking users to
submit some of their favorite meals featuring Kashi pizza, asking
what some of their go-to healthy eating tips are, and asking for
pictures of them enjoying their pizza in unique locations.
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With more than four million users to date, Pinterest is an increasingly popular form of social media, particularly among
women, who account for 80% of the users. People who utilize the platform seem to spend a decent amount of time there, with
the average visit lasting about fourteen and a half minutes. Users enjoy “pinning,” or saving, pictures, recipes, instructions,
quotes, and links that are relevant to their interests. For instance, a Trendy Opinion Leader may have boards for different
Twitter
Approximately 83% of Twitter users fall within the age ranges of Kashi’s primary and secondary
audiences. Similarly to Facebook, this medium also welcomes two-way communication. Companies are
able to address client questions, concerns and comments immediately. It will be important for Kashi to take
advantage of this real-time marketing tactic to engage with consumers at a more personal level. In order to
effectively promote the brand, Kashi will focus more tweets on its frozen pizza and encourage their followers
to submit content and use specific hashtags that also promote the product. Kashi’s Twitter page already
has almost 10,000 followers, but they rarely mention their frozen pizza line, so those who are brand loyal
don’t even get the chance to hear about it. By sharing more pictures and meal suggestions, Kashi can raise
awareness among its followers that they even offer frozen pizza. In order to get those who are not currently
following Kashi interested, Kashi will consistently use specific hashtags that relate to its pizza and its overall
philosophy, such as #NoGMOsHere and #PizzaTime. There will also be hashtags designed to tie-in with
other promotions, such as #GoldenBox, which is discussed in a later section. Similar to Facebook, certain
tweets will also request responses from followers, such as asking what their favorite type of Kashi pizza is,
what new flavors they wish were offered, and what their favorite things to eat with Kashi pizza are.
#PizzaTime
#NoGMOsHere
#GoldenBox
Pinterest
exercises, current fashion trends, creative make-up ideas, fun family activities, and convenient and easy-to-prepare meals.
Kashi would benefit from using Pinterest because approximately 89% of its users fall within the age ranges of Kashi’s primary
and secondary audiences. Kashi will be able to connect with users by designing a variety of boards that both relate to their
interests and promote the Kashi brand and lifestyle. For instance, one board will suggest potential meal ideas, with one of
Kashi’s frozen pizzas as the main course, accompanied by suggested sides and drinks. Kashi will also have boards related to
natural and organic foods and recipes to reinforce the fact that its products are all natural. Other potential boards could be
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focused on the topics of fitness and active lifestyle tips, parenting tips, sustainability in the home, and growing
your own all-natural garden, all topics that both relate to the interests of our target markets and relate to
Kashi frozen pizza itself. Kashi will consistently use Pinterest throughout the twelve month campaign.
Bloggers
Blogs play a crucial role in consumers’ lives, considering the fact that 77% of Internet users read blogs. The majority of
bloggers, 53.3% to be precise, are between the ages of 21 to 35, which represents the younger portion of Kashi’s primary
target audience. Consumers are very trusting of the information provided by blogs; 81% trust advice from bloggers and 82%
enjoy having the opportunity to access more descriptive content about brands. In fact, approximately 70% of consumers
say they learn more about a company through articles as opposed to company-produced advertisements. In the eyes of
consumers, bloggers have the ability to provide more relatable, and sometimes even more credible, content than company
advertisements. Being featured in blogs throughout the twelve month campaign will benefit Kashi because it will help get
the word out about its frozen pizza, but through a much more credible and neutral source than a traditional advertisement.
According to studies conducted by Social Media Today, the publicity stirred from blog posts can help companies earn
additional sales; more specifically, the study found that 61% of consumers have made a purchase based on a blog post.
Most blogs are also written by women, which could work to our advantage by making them more relatable and attractive
to the Trendy Opinion Leaders, who will be eager to read others’ first-hand experiences and opinions about certain
situations. Utilizing bloggers will be a cost-effective way to help Kashi raise awareness about its frozen pizza and to get
people talking about the product. If Kashi sends bloggers free pizzas to try, as well as information about its all-natural
ingredients, the bloggers will then be able to reiterate this information and share it with consumers. Similarly to social
media, the blogs will be utilized on a continuous basis and will not cost any money; they will supplement the reach and
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frequency generated by the paid media. The blogs will serve as supplemental consumer-generated material that will
complement the other media vehicles over the twelve month campaign.
The Scoop on Food
SpecI IC TacticsF
The Scoop on Food is a blog offered through the Parents Magazine website. It offers insights into health and nutrition,
current trends in the food industry, fun food ideas for holidays, and general recommendations about what to feed children.
Since Parents Magazine indexed so highly among the Trendy Opinion Leaders and Kashi is already buying half page four-
Hungry Runner Girl
This is a blog written by one woman who recently had a baby. She just discovered her love of running and expresses
her thoughts and opinions about running, fitness, food, and various family activities. The author of the blog has a lot in
common with the Trendy Opinion Leaders; in fact she is one herself. As a result, other Trendy Opinion Leaders will find
her relatable and will respond well to her stories. The tone of the blog is witty, and the author sounds confident, two other
characteristics with which the Trendy Opinion Leader identifies.
color ads from the magazine, advertising through this blog would
contribute to an integrated marketing strategy. Articles on the blog
promoting Kashi frozen pizza will reinforce the advertisements in
the print magazine.
Moreover, the blog has supplemental material on Facebook,
Twitter, and Pinterest, which are all social media platforms
utilized by Kashi’s primary target audience.
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Guerilla Marketing and Other Promotions
Guerilla marketing is a form of owned media that often allows for much more free reign regarding creative opportunities;
it can be a cost-effective way to generate buzz about a brand. Oftentimes, successful ideas have the ability to go viral on the
Internet as well, which increases the reach even more. Over the course of the twelve-month campaign, several custom events
will take place during specific months promoting Kashi frozen pizza. The goal is for these events to be highly experiential
and memorable for consumers.
Kashi Food Truck
SpecI IC TacticsF
A Kashi food truck will roam the streets of several large cities in which our promotional efforts are already being focused,
including New York City, Los Angeles, San Francisco, Portland, and Washington, D.C. The food truck will have a wrap
advertising that it sells all-natural, protein-rich and grain-heavy pizza, but it won’t say anything about it being the Kashi
brand. Once customers try the pizza and have a favorable response, members of the Kashi team will come out from the
truck and reveal that they were actually eating Kashi frozen pizza and give them a free pizza to take home. This will all be
caught on camera and later be shared online in a promotional video on our social media to highlight Kashi’s convenience
and delicious taste. This stunt will also garner a lot of buzz and earned media, which
will help raise awareness at no additional cost. Once the word is out about Kashi’s
secret food truck, we will also sponsor an episode of The Great Food
Truck Race, a popular Food Network show featuring competing food
truck chefs. Kashi’s food truck will be present outside the facility hosting
each of the Green Festivals; this will help raise awareness about Kashi and
allow people to sample its frozen pizza first-hand. Moreover, it may peak
consumers’ interests and encourage them to seek out Kashi’s booth at the
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festival. In addition to being at each of the Green Festivals, the food truck will also be
utilized between the months of May and August because it is common for people to want to
eat outside when the weather is nice during the summer. The majority of Kashi’s primary
and secondary audiences have full-time jobs, and it is not unusual for employees to want to
escape the office for a little bit while they go out and grab food for lunch.
(Pizza) Pi Day
Kashi will also sponsor a special promotion with schools on March 14, otherwise known as Pi Day. In
elementary schools across the country, we will provide teachers with the materials to host surprise pizza
pi parties, complete with Kashi frozen pizzas, Pi Day decorations, fun Kashi pizza-themed activities, and
coupons to send home for the parents. By capitalizing on this fun holiday and making an impression with
kids, we will generate media buzz while also indirectly reaching those in our primary target audience who
are parents. Hopefully, the children will tell their parents about their day, give them the coupons, and
even ask for Kashi frozen pizza the next time they are in the grocery store; this will all help to increase
awareness and hopefully motivate a purchase decision by our Trendy Opinion Leader audience.
Partnership with Box Tops for Education
Additionally, Kashi plans to reach the Trendy Opinion Leaders and show that it is invested in
families (ingrained in them) by partnering with Box Tops for Education. For every special box top
that is cut off of a product’s packaging and brought in to a school, that
school earns $0.10. By adding a box top to all Kashi frozen pizza boxes,
we can show that Kashi supports parents’ efforts to be involved in their
children’s lives and support their schools, as well as further incentivize them
to make a purchase that will allow them to do so. This will be an ongoing
partnership over the course of the twelve month campaign.
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Golden Box Promotion
Lastly, Kashi will hold a month-long special promotion where it changes its original frozen pizza
packaging to look like pizza delivery boxes. Delivery boxes usually signal fresh pizza that is ready
to be eaten. These boxes will be sold as usual in stores; however, certain boxes will
have surprises in them. Some will contain two pizzas, so customers are getting two
for the price of one, while other boxes will contain special discount coupons.
Similarly to the golden tickets that were distributed in chocolate bars by Willy
Wonka’s Chocolate Factory, consumers will be challenged to pick the winning box.
Furthermore, since many Trendy Opinion Leaders have children in the pre-teens
or early teen years, this promotion may make shopping with Mom more fun as
mothers encourage their children to pick the winning box. This promotion will be
complemented with a hashtag on Twitter; families that select a winning box will be
asked to take a family picture with it using the hashtag #GoldenBox. This promotion
will be held during the summer months of July and August so that families can go
outside and enjoy a healthy meal when the weather is nice; moreover, since no paid
media will be used during July and August, this promotion will be a way to increase the
reach and frequency of Kashi’s message during non-pulse months.
#GoldenBox
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Search Engine Optimization (SEO)
Search engine optimization will benefit Kashi over the
twelve month campaign by allowing it to get more traffic to
its website through the association with positive keywords.
Since Kashi will be involved in five Green Festivals, a
number of Twitter hashtag campaigns, and several guerilla
marketing events, there will be plenty of opportunities to
link Kashi with compatible key terms. Kashi can also be
associated with themes that are relevant to Kashi’s core
philosophy, such as healthy eating, natural foods, and
leading an active lifestyle. If Kashi’s information is located
higher up on the organic search results, more people
will be likely to see its brand; the goal is to increase the
likelihood of people clicking on the information related to
Kashi and to get them curious.
This is a relevant media choice because the Trendy
Opinion Leader is technologically savvy. She is the head of
the household; therefore, she is often busy making plans
for the family. These days, the Internet is a top source
of information. When people need to look up a definition,
look up how to do something, or need an answer to a simple
question, they often do a search on Google. Search engine
optimization will allow Kashi to tap into and benefit from
this common consumer tendency.
44

Reach, Frequency, & GRP
Reach, Frequency, & GRP Objective
To launch a national pulsing campaign that will achieve a reach of 70, a frequency of 5, and 350 GRPs during the peaks of
the campaign.
In order to find an effective frequency for this campaign, the Ostrow
Model was used because of its holistic approach in analyzing a variety of
factors under the subheadings of message, market, and media. Based on
this model, the recommended effective frequency for the campaign is 3.2.
Since this campaign is focusing on frequency rather than reach, during
the peak months a frequency of 5 and a reach of 70 will be generated using
paid, earned, and owned media; this will result in 350 GRPs for the peak
months. Even though the amount of paid media used will differ between
certain peak months (January vs. April/June vs. September/November/
December), each month will still generate 350 GRPs; this will be done by
playing extra emphasis on the earned and owned media. In the quieter,
non-peak months, only earned and owned media will be utilized; therefore,
the frequency and reach will not be as high. For these months, the reach
will not dip below 50 and the frequency will not be less than 3.2; at least 160
GRPs will be generated as well.
Note: The projected monthly GRPs shown on the upcoming flowchart are lower than previously stated because the
flowchart only accounts for the GRPs being generated by paid media vehicles. Moreover, this flowchart also gives a
sneak peak at the scheduling and timing planned for this campaign; this objective is discussed next.
Ostrow Model
45

Monthly GRP Breakdown (First four Months)
46

Monthly GRP Breakdown (Last eight Months)
47

Scheduling & Timing Objective
Scheduling & Timing Objective
To implement a national twelve month pulsing campaign beginning in January that will generate more awareness about
Kashi’s frozen pizza brand. The advertising during peak months will emphasize Kashi’s dedication to using all-natural
ingredients and generate higher brand loyalty, both among people who are already familiar with the Kashi brand and those
who have not heard of it before.
The pulses within the campaign will align with the schedule of the Green Festivals since it is important to spread word
about Kashi’s presence at these festivals. The Green Festivals are a relevant tie in because they are an outlet where companies
can share their organic, all natural, vegetarian, and GMO-free products directly with consumers (http://www.greenfestivals.
org/green-festival/about). There are five Green Festivals in total.
The peak months of the campaign will include the launch month, January, as well as April, June, September, November,
and December because these are the months during which the Green Festivals will be held. The amount of paid, earned, and
owned advertising used during these peak months will vary from month to month. Paid media will be used more heavily
in September, November, and December because the Green Festivals during these months are being held in the Western
region of the United States; the people in the Western region are not only more aware of the Kashi brand, but according to
secondary research, they are also heavy users of frozen pizza (which means these people used five or more frozen pizzas
within the last thirty days). As a result, these months provide opportunities to inform customers, who may already be brand
loyal, that a brand they are familiar with also has a frozen pizza line. These customers will be more willing to try Kashi’s
frozen pizza because of the halo effect, which says that if people have good interactions with one product, they are more
likely to try another product produced by the same brand. Paid media will also be used in April and June, but less heavily.
Less emphasis will be placed on paid media because the locations of these Green Festivals are along the East coast. These
festivals will serve to inform people about Kashi frozen pizza. Additionally, even though January is not a month hosting
a Green Festival, extra emphasis will be given because it marks the start of the campaign. The goal during this month
will be to generate buzz about the upcoming guerilla marketing events and to increase awareness about the booths at the
upcoming Green Festivals.
48

Geography Objective
Geography Objective
To launch a national campaign promoting Kashi frozen pizza across the United States.
As mentioned in the rationale for the scheduling and timing
objective, the people living in the Western region of the United
States are not only more familiar with the Kashi brand, but
they also tend to be considered heavy pizza users. The top ten
DMAs based on BDI and CDI for Kashi include: Evansville, IN;
Eureka, CA; Missoula, MT; Laredo, TX; Honolulu, HI; Bend,
OR; Santa Barbara/Santa Maria/San Luis Obispo, CA; Miami/
Ft. Lauderdale, FL; Albuquerque/Santa Fe, NM; San Diego, CA;
and Denver, CO. Even though none of these specific DMAs are
awareness about Kashi frozen pizza among people who already recognize the brand name.
The other two Green Festivals are being held in Washington, D.C. and New York City. Although these two locations
are closer to the East coast, they present opportunities to raise awareness about Kashi frozen pizza among people who
could become loyal to the brand. For instance, New York City is located near New England, and people in New England
indexed highly (186) for using Kashi as their primary cereal brand; due to the halo effect, these customers may then be
willing to try Kashi frozen pizza.
hosting Green Festivals this year, Green Festivals are being held in Los Angeles,
San Francisco, and Portland, which are all cities located in the West. Fortunately,
these DMAs also represent three of the top ten (out of 210) DMAs spanning
the United States. As such, these three locations represent 8.16% of the US
population alone. These festivals will present good opportunities to raise
Kashi Frozen Pizza
49

Budget Objective
Budget Objective
To effectively carry out the media plan using a budget of $2.6 million.
The budget was determined based on
comparisons of competitors’ ad spending.
While California Pizza Kitchen spends
approximately $4.5 million, Freschetta only
spends $380,000, Palermo’s spends $250,000,
and Lean Cuisine spends $53,000 promoting
its pizza. In order to increase awareness about
Kashi frozen pizza, we settled on a reasonable
budget of $2.6 million. This will allow Kashi
to have a more pronounced voice compared
to Freschetta, Palermo’s, and Lean Cuisine,
placing Kashi in second place relative to its
main competitors.
This budget of $2.6 million is significantly
more than the $197,300 previously allocated to
Contingency
$20,000
Radio
$1,900,000
Magazines
$676,000
Green Festival Exhibits
$2,300
Budget Breakdown by Media Vehicle
(Excluding Guerrilla Marketing and Other Promotions)
Kashi’s frozen pizza ad spending. Kashi’s total ad spending
budget amounted to $31,462,400 last year. By allocating
8% of this budget, instead of the previous 0.6%, to raise
awareness about Kashi’s frozen pizzas, Kashi will be that
much closer to reaching its overall goal of increasing sales by 15% by the end of the year. If more people know that Kashi
frozen pizza exists, then more buzz will be generated about the brand. People like those belonging to our Mature and
Mindful target have shown that they are already brand loyal to Kashi; therefore, by allocating a larger budget to raise
50

Budget Objective
awareness, it is likely that Kashi will be able to attract this group to try the pizza. Brand loyal customers offer a large
potential when it comes to increasing Kashi’s sales. This being said, the budget is also supporting an offensive strategy in
order to increase awareness and to attract new customers, such as the Trendy Opinion Leaders; it is even possible that Kashi
could steal some competitors’ business.
The 7.4% increase in the suggested
budget for the campaign will not require
any extra efforts to raise additional
funds. Since Kashi’s cereals and granola
bars are so well known and strongly
established among consumers (94% of
our survey respondents knew about
Kashi because of its cereals and granola
bars), we are suggesting that Kashi re-
allocate some of the marketing funds for
these products and use it to promote its
frozen pizza. Last year, Kashi allocated
40% of its budget, or $12,690,100, to
these goods. By taking some of the funds
from these products, Kashi will continue
to be able to competitively market its
cereals and granola bars, as well as earn more recognition for its frozen pizza.
The majority of the budget will be spent during the pulsing months in order to promote Kashi’s booths at the Green
Festivals. The cost of having these booths was originally going to amount to $5,000 because each booth costs $1,000;
however, since Kashi will be present at all five of the Green Festivals, the personnel organizing the events offered Kashi a
discounted total price of $2, 300, which covers all five booths and the benefits package.
For safety reasons, the entire budget of $2.6 million will not be spent on advertising; $20,000 will be reserved as
contingency.
51

Budget Objective
Monthly Budget Breakdown (First four Months)
52

Budget Objective
Monthly Budget Breakdown (First Eight Months)
53

Appendices
Table of Contents
54
Appendices
Target Audience Analysis and Justification.................................................55
Target Audience Media Use .........................................................................62
Key Consumer Insights
Primary Audience .............................................................................72
Secondary Audience ..........................................................................77
Survey Questions ..........................................................................................81
Survey Results ..............................................................................................84
Works Cited ..................................................................................................92

Target Audience Analysis and JustificationF
Note: All indices of 100 or greater are highlighted in yellow. The specific index numbers that are bolded and written in a
bright blue color represent information that was emphasized in the media plan.
Based on this information provided by Kashi, women are 4% more likely than the general population to have used frozen
pizza within the past six months. Meanwhile, men are 9% less likely than the general population to have used frozen pizza
within the past six months. There is also a noticeable difference between working women and women in general. While
women in general over-index by 4, working women are 10% more likely than the general population to have used frozen
pizza within the past six months.
Moreover, when looking at the information for the second column, working women continue have a higher index number
than women in general. More specifically, while women are 3% more likely than the general population to have used five or
more frozen pizzas within the past thirty days, working women are 14% more likely than the general population to have used
five or more frozen pizzas within the past thirty days.
Lastly, the last column also presents important information. Even though this column has to do with Kashi Cereal, the
data in this group comes from people who are already familiar with the Kashi brand. For instance, while women are 8%
more likely than the general population to be principal shoppers who use Kashi as their primary cereal brand, men are
Sex Selection
19% less likely than the general population to be principal shoppers who use Kashi as their primary cereal brand.
Further, once again, working women have a higher index than women in general. While women in general over-index
by 8, working women are 21% more likely than the general population to be principal shoppers who use Kashi as their
primary cereal brand.
55

Based on this information provided by Kashi, the primary target for Kashi frozen pizza are people between the ages of
25 and 44. While people aged 18-24 have a slightly higher index number, their projected count is only about half of the
projected count for people aged 25-34 and people aged 35-44. As such, by combining these two segments, people aged 25-34
(index 114) and people aged 35-44 (index 113), not only are more individuals included within the target audience, but the
index for this group also remains high.
Moreover, when looking at the information in the columns for heavy pizza users and principal shoppers with a fitness
lifestyle, the indices for people aged 25-34 and people aged 35-44 continue to be higher than for people aged 18-24.
Lastly, when choosing who to target for the secondary target, people aged 55-64 were chosen based off of the information
in the last column. Based on the index numbers, this age group is the most likely to be principal shoppers who use Kashi
as their primary cereal brand (index 128). Even though people aged 45-54 have a higher projected count, are more likely to
have used frozen pizza within the past six months (index 103), are more likely to have used five or more frozen pizzas within
the past thirty days (index 100), and are more likely to have fitness lifestyles (102) than people aged 55-64, Simmons offered
more helpful, detailed information for people aged 55-64 which will be discussed in the upcoming pages.
Age Selection
Employment
56

Based on this information provided by Kashi, people who are employed seem to offer a greater potential than people who
are not employed. People who are unemployed not only have a lower projected count than employed people, but they also
under-index when it comes to the use of frozen pizza in the past six months (index 91), the use of frozen pizza in the past
thirty days (index 85), the likelihood of having a fitness lifestyle (index 58), and the likelihood of being a principal shopper
who uses the Kashi cereal brand (index 84).
The next decision came down to determining whether to target full-time employees or part-time employees. While
part-time employees offered a slightly higher index number (index 107), their projected count was noticeably lower than
the projected count for full-time employees. Moreover, full-time employees still offered high index numbers when it comes
to the use of frozen pizza in the past six months (index 106), the use of frozen pizza in the past thirty days (index 109), the
likelihood of having a fitness lifestyle (index 127), and the likelihood of being a principal shopper who uses the Kashi cereal
brand (index 107).
Profession
57

Based on this information provided by Kashi, people who have occupations within the Life Physical and Social Sciences,
Legal, Education Training and Library, Healthcare Practitioner and Technical, and Healthcare Support industries have the
highest indices when it comes to the use of frozen pizza in the past six months. Now, even though some occupations have
higher indices when it comes to he use of frozen pizza in the past thirty days, those occupations had lower indices in other
important columns, such as the likelihood of having a fitness lifestyle.
While people who hold Life Physical and Social Science occupations are 15% more likely than the general population to
have used frozen pizza within the past six months, they are also 152% more likely than the general population to have fitness
lifestyles. Further, they are 51% more likely than the general population to be principal shoppers who use Kashi as their
primary cereal brand. They are aware of Kashi products. One factor to take into consideration with this group is its lower
projected count; however, this is why several different occupations were mentioned in the target audience analysis.
People who hold legal occupations are also 15% more likely than the general population to have used frozen pizza within
the past six months. In addition, they are also 42% more likely than the general population to have fitness lifestyles.
People who hold Education Training and Library occupations are 12% more likely than the general population to have
used frozen pizza within the past six months, and 21% more likely than the general population to have fitness lifestyles.
Moreover, they are 86% more likely than the general population to have fitness lifestyles, and are 40% more likely than the
general population to be principal shoppers who use Kashi as their primary cereal brand. These people are also familiar
with the Kashi brand.
Finally, people holding healthcare occupations also offer potential. People holding positions within Healthcare
Practitioner and Technical occupations are 14% more likely than the general population to have used frozen pizza within
the past six months, and are 8% more likely than the general population to have used five or more frozen pizzas within the
past thirty days. Further, they are 55% more likely than the general population to have fitness lifestyles, and are 56% more
likely to be principal shoppers who buy Kashi as their primary cereal brand. Lastly, people who hold Healthcare Support
occupations are 16% more likely than the general population to have used frozen pizza within the past six months, and are
18% more likely than the general population to have used five or more frozen pizzas within the past thirty days.
58

Based on this information provided by Kashi, people who have household incomes of $75,000-$99,000 are 11% more
likely than the general population to have used frozen pizza within the past six months, and are 15% more likely than
the general population to have used five or more frozen pizzas within the past thirty days. These are the highest indices
when compared with the indices for other income amounts. Moreover, people who have household incomes of $75,000-
$99,000 are also 48% more likely than the general population to have fitness lifestyles, and 44% more likely than the general
population to be principal shoppers who buy Kashi as their primary cereal brand. They are familiar with the Kashi brand.
It is also important to consider people who have household incomes of $100,000+. These people are 3% more likely than
the general population to have used frozen pizza within the past six months. Further, they are 70% more likely than the
general population to have fitness lifestyles, and are 65% more likely to be considered principal shoppers who buy Kashi as
their primary cereal brand. They are familiar with the Kashi brand.
Organic and natural foods can be more expensive when compared with other foods; therefore, it makes sense to target
people who have higher household incomes.
Income
Marital Status
59

Based on this information provided by Kashi, both single and married people were considered for the target audience;
however, emphasis was placed on married people. People who are widowed/divorced/separated were not considered because
they not only had the lowest projected count, but they also under-indexed it comes to the use of frozen pizza in the past six
months (index 88), the use of frozen pizza in the past thirty days (index 82), the likelihood of having a fitness lifestyle (index
63), and the likelihood of being a principal shopper who uses the Kashi cereal brand (index 87).
While single people index at 101 and 100 for their use of frozen pizza in the past six months and their use of frozen pizza
in the past thirty days, married people typically have higher indices across the columns. For instance, married people are 6%
more likely than the general population to have used frozen pizza within the past six months, and are 9% more likely than
the general population to have used five or more frozen pizzas within the past thirty days. Further, married people are 11%
more likely than the general population to have fitness lifestyles, and are 9% more likely than the general population to be
principal shoppers who buy Kashi as their primary cereal brand. They are familiar with the Kashi brand.
The primary target audience consists of people aged 25-44. These days, people are starting to marry later (http://www.
businessinsider.com/brookings-marriage-report-2013-3); therefore, it is reasonable to believe that women aged 25-44 are
either single and living on their own, single but living with their boyfriend/fiancé, and/or living with husbands. People
within the secondary target are women aged 55-64. It is possible that these women never married or that they are living with
their husbands.
Number of Children
Based on this information provided by Kashi, people with at least one child were considered and included within both
the primary and secondary target audiences.
Parents are 20% more likely than the general population to have used frozen pizza within the past six months, and are
46% more likely than the general population to have used five or more pizzas within the past thirty days. Moreover, they
are 14% more likely than the general population to have fitness lifestyles. People without children, on the other hand,
60

under-index in all these categories except for their likelihood to be principal shoppers who buy Kashi as their primary cereal
brand. Besides being already familiar with the Kashi brand, they did not seem to offer as much potential.
Any households with one child up to seven children were considered because they all over-index when it comes to the use
of frozen pizza within the past thirty days and the use of five or more frozen pizzas within the past thirty days.
It makes sense that parents would be more likely to use frozen pizzas because they have to balance their jobs and needs
with their children’s needs; this can be difficult and time consuming. As a result, they may prefer and look to pre-made
meals that just have to be thrown into the oven.
Age of Children
Based on this information provided by Kashi, people with children in their pre-teens and teenage years were considered.
When comparing the indices for the use of frozen pizza within the past six months, all the indices were fairly similar.
However, some there were more noticeable differences when comparing the indices for the use of five or more frozen pizzas
within the past thirty days. Parents with children aged 2-5 years are 46% more likely than the general population to have
used five or more pizzas within the past thirty days, meanwhile parents with children aged 6-11 years were 56% more
likely, and parents with children aged 12-17 years were 62% more likely. For the primary target audience, the media plan
places emphasis on parents with children aged 6-11 years because these parents are also 27% more likely than the general
population to have fitness lifestyles; this was the highest index within this column.
The secondary target, women aged 55-64, may or may not have children. If they do, their children are most likely in
their later teenage years and/or already out of school and beginning to settle down. As such, women in this age group are
beginning to become grandmothers.
61

Race Selection
Based on this information provided by Kashi, white people were the focus of the media plan. White people were the only
race to over-index in all of the categories.
White people are 5% more likely than the general population to have used frozen pizza within the past six months, and
they are 5% more likely than the general population to have used five or more frozen pizzas within the past thirty days.
Moreover, they are 12% more likely than the general population to have fitness lifestyles, and they are 14% more likely than
the general population to be principal shoppers who buy Kashi as their primary cereal brand. They are familiar with the
Kashi brand.
Target Audience Media Use
Note: All indices 105 or greater are highlighted in yellow. The specific index numbers that are bolded and written in a bright
blue color represent information that was emphasized in the media plan.
Justification will be provided for both the primary and secondary audiences. Even though not all of these media vehicles
were used during the campaign, the information is still useful to know and helped with planning.
62

Video on Demand
These women have heard of Video-on-Demand and are
very/extremely likely to use it in their daily lives.
Primary
These women have thought about using Video-on-
Demand; however, they have never got around to
actually getting one. Unlike the Trendy Opinion
Leaders, these women are not likely to use Video-on-
Demand. The fact that they under-index for the “Video-
on-Demand (VOD) Services: Used in Last 3 Months”
column emphasizes this fact.
Secondary
63

Newspapers
These women are not very interested in newspapers. If
they do read one, it is likely that it was passed along by a
friend or relative. These women are most likely to read
the classifieds section. **Note:The double asterisks mean
the projections are from thirty or fewer respondents; the
data may not be sufficiently reliable to use.**
Primary
64

These women are likely to receive many national
newspapers at home. They subscribe to papers that are
delivered both during the week and on the weekends.
**Note:The double asterisks mean the projections are
from thirty or fewer respondents; the data may not be
sufficiently reliable to use.**
These women are likely to read almost the whole
newspaper. They enjoy being well informed. Moreover,
they read many sections pertaining to their hobbies,
such as the “Food or Cooking,” section and the “Home/
Furnishings/Gardening” section. **Note:The double
asterisks mean the projections are from thirty or fewer
respondents; the data may not be sufficiently reliable to
use.**
Secondary
65

These women are likely to read magazines focused on fitness, family activities, good parenting techniques, gossip, make-up, and
fashion. **Note:The double asterisks mean the projections are from thirty or fewer respondents; the data may not be sufficiently reliable
to use.**
Primary
Magazines
66

These women are likely to read magazines focused on housekeeping, gardening, cooking, and leisure activities. They also read
informative magazines, such as Times, Wired, and Women’s World. **Note: The double asterisks mean the projections are from thirty
or fewer respondents; the data may not be sufficiently reliable to use.**
Secondary
67

Internet
These women utilize the internet
and notice the varying forms of
advertisements; however, the ads do
not always heavily intice the women
to perform some sort of action,
whether it be to click on the ad or
learn more.
Primary
These women are not heavy users
of the internet. When sorting
through the Simmons data,
these were the highest indexes
for each type of internet ad.
However, if these women are on
the internet, they are most likely
to be influenced by advertisments
on webpages and sponsored
webpages. The sponsored
webpages make sense because the
Mature and Mindful are enjoy
supporting causes in their local
community and being up-to-date
on a wide variety of topics.
Secondary
68

Daypart - Television
These women do not index very high for one particular
daypart. Instead, they have similar indexes for varying
parts of the day. Although only five indexes are highlighted
in blue, the majority of the unhighlighted indexes are very
close in number. Based on this data, these women are the
most reachable during the primetime, all day, and late fringe
dayparts.
Primary
These women indexed slightly higher for particular dayparts than
the Trendy Opinion Leaders. These women are the most reachable
duiring the early and late fringe dayparts; however, it is also
possible to reach them all day and during primetime.
Secondary
69

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