This document outlines Kashi Media's media plan to increase frozen pizza sales by 15% over the next year. It includes a situational analysis, brand analysis, target audience of working women ages 18-34, and competitive analysis. Key insights from surveys and research show the biggest competitor has the highest purchase rate. The big idea is "Taste Without Waist". The media plan utilizes TV, social media, magazines, internet, and radio placements targeted towards audiences that rank high for Kashi's target. The budget is outlined along with sales promotions like runs and yoga events to sample products.

1. Kashi Media Plan
2015-2016

2. Agenda
● Situational Analysis
● Brand Analysis
● Target Audience Analysis
● Competitor Analysis
● SWOT
● Big Idea
● Media Vehicles
● Schedule
● Budget
● Sales Promotion

3. Situational Analysis

4. Brand Analysis
Analysis of Marketing Objectives
Grow frozen pizza sales by 15% by the end of next year
Much lower sales than other competitors
Create brand awareness
healthy and natural ingredients
Current Brand Situation
Part of Kellogg company
All natural
High demand
natural and organic food 10% of total food sales in the US
Distributed nationally
Last year sales were $36 million, want to raise to $40 million

5. The 4 C’s
Consumer Wants and Needs
Cost & Convenience
Communication

6. Target Audience Analysis
Primary:
Working women 18-34
Just beginning their careers
Decent income.
Secondary:
Women 45-54
Income of $75,000-$100,000
Children

7. Segmentation
Positioning goal: to understand who already buys frozen
pizza
Find out who knows about the Kashi frozen pizza brand
to see how likely they are to try what we have to offer
and why Kashi is different.
We plan to use this strategy to increase Kashi frozen
pizza sales by an aggressive 15% to $40 million.

8. Primary Research
Online survey
Distributed on social media
Facebook, Twitter
76% of responses were female

9. Survey Results

10. Survey Results

11. Survey Results
Biggest competitor has the highest purchase rate from
our respondents

12. Secondary Research
Simmons OneView
MRI Data
Disclosed Media Vehicles our target market
frequently utilizes

13. Consumer Insights
Audience chosen after viewing MRI Data
Habit among pizza eaters: Index Numbers:
Buys ski equipment 126
Buys sport equipment 168
Purchase baseball/softball shoes 204
Baby Magazines 117
Women Magazines 107
Use internet more than once a day 108

14. Target Audience Profiles
Marlene, 30Lindsay, 20

15. Competitive Analysis
Share of Voice Share of Frozen Pizza Market

16. SWOT

17. The BigIdea
“Taste Without
Waist”

18. Media Vehicles
TV: Product placement during shows that rank high
among target audience
ANTM (255), Gossip Girl (289), Community (148),
American Dad (161), One Tree Hill (298)
CW network generated especially high index
number

19. Media Vehicles
Social Media: Year-long social media campaign utilizing
Facebook, Twitter, Instagram, Pinterest, and YouTube.
Promoting three different hashtags corresponding with
our promotions along with contests throughout the
campaign.

20. Media Vehicles
Magazines- A range of magazines from beauty and fashion to food and
baby magazines.
American Baby (298), Glamour (279), Shape (241), Everyday Food
(167)
Full page ads during peak months of campaign

21. Media Vehicles
Internet: We decided to utilize the following internet
mediums: Huffington Post, Hulu, and Pandora.

22. Media Vehicles
Radio: National and spot radio advertisements will be placed in the DMA’s that reflect most with
Kashi
Split Screen Media will implement these ads in New York City, Los Angeles, Chicago, and
Atlanta. These large cities will give Kashi frozen pizza the exposure it needs to increase
pizza sales by 15%
These :30sec ads will be placed on evening drive due to the high index numbers among our
target audience (120) in this medium
92.3 AMP, WCBS-FM 99.9, 102.7 KIIS-FM, KPWR-FM 105.9, 93.5 KDAY, Indie 103.1, and
Kiss 104.1

23. Reach, Frequency, and GRP’s
Reach: 70%
Frequency: 4.9
GRP’S: 343

24. Scheduling and Timing

25. Media Budget

26. Geography
Market DMA CDI BDI
Zanesville, OH 139 82
Parkersburg, WV 137 88
Ottumwa-
Kirksville, IA-MO
136 89
North Platte, NE 134 86
Terre Haute, IN 134 81
Top CDI Markets
New York CDI 75 BDI 110
Los Angeles CDI 91 BDI 111
Chicago CDI 91 BDI 99
Atlanta CDI 96 BDI 103
High Population Markets

27. Sales Promotion- 7K for 7 Grains
7k run in Central Park during July
Fueled with Kashi products throughout the run
Booths stocked full of Kashi products and information
Used to raise money for Center for a Livable Future
Nonprofit org. that raises awareness related to food systems and public
health
Kashi ambassadors managing Snapchat story, 7 sec videos of participants

28. Sales Promotion- Kashi for the Yogi
National Yoga Month- September
- Partner with Yoga studios in big metropolitan areas (NYC, LA)
- Sponsor various events and retreats
- Set up booths equipped with products and samples
- Hold social media contests and giveaways
- #Kashi4theYogi

29. Sales Promotion- Kashi Kids in the Kitchen
Free program for kids ages 8-13
National Pizza Day- November 12th
Emphasize the importance of healthy eating
Kashi executive chefs will conduct these programs (NYC and LA)
Kids will make their own healthy pizzas using Kashi ingredients
#KashiKids

30. FIN...
...ally we’re done.