2. Introduction
• Kraft, Teddy Graham’s parent company was founded
in 1989.
• First introduced in 1988, Teddy Grahams first sold
$150 million dollars.
• Kraft’s third best selling cookie behind Chip’s Ahoy
and Oreo.
3. Three Main Bodies
Situational Strategic The Message
Analysis Decisions
Celebrating 25 Years
5. To increase sales by 5-10% as well as increase market
share by 10% in the next year. This is reachable because
Teddy Grahams fit well into the salient beliefs of today’s
trends, which look for healthier, non-salty alternatives
to snacks. (Market Analysis Report, 2010).
6. List of
Stakeholders
Employees -They take pride in working for a
well-respected company and look to have a
secure job.
Customers - Organisations such as
supermarkets and other retail outlets that
buy Kraft products in order to sell on to the
end (or final) consumers.
Consumers - Purchasers and users of Kraft
products.
Shareholders - People and institutions who
own shares in companies.
Suppliers - Firms that supply Kraft with its
production requirements.
7. Strengths and Weaknesses
Strengths
• Leading global packaged foods company (Datamonitor)
• Strong market position in several regions gives Kraft a distinct
competitive advantage. (Datamonitor)
• Strong brand image
• Diversified product offerings being complemented by strong brands
Weaknesses
• Substantial debt can affect Kraft’s ability to adapt to changing
economic and business conditions (Datamonitor)
• Higher debt puts pressure on Kraft’s ratings and makes acquiring
financing difficult (Datamonitor)
• Increased leverage post Cadbury acquisition (Datamonitor) affects
company solvency and liquidity
8. Opportunities and Threats
Opportunities
• Growing demand for 'health and wellness' products and services such
as the 100 calorie packs and whole wheat snacks. (Datamonitor)
• Kraft is focusing on 4 key opportunity areas to meet consumers’
needs: weight management, nutrient delivery, performance nutrition,
and natural and organic
• The biscuits industry is projected to grow by a constant value CAGR of
2% to reach C$1.5 billion by 2016.
Threats
• Intense competition with other companies that provide similar
products as well as healthier alternatives.
• Increase in the price of raw products
• Parental rate is lowering as more young adults are living at home
9. Competitive Analysis
• Does Not Appeal of
• Leading producerto cereal
“snacks-on-the-go”
and convenience foods.
demographic.
• Markets to the “Baby
• Does not diversify their
Boomer as a company.
product Generation”
• Recently Purchased
• Has completely stopped
Pringles. to children in
marketing
2008
10. Competitive Analysis
• Is an American Fortune
Most of it’s market share
500 corporation. sales.
is derived from US
• General Mills includes
• Many competitors copy
more than 100 brands.
this product.
• Supports are high in sugar
• Products third world
countries with the “one
and have no health
laptop per child”
benefits
organization
11. Competitive Analysis
• Has no preservatives, 0
Goldfish Grahams lack
trans fat, and low in to
awareness as opposed
their salty counterparts.
saturated fat.
• Very strong online
High in sodium, one
presence. equivalent to 15
serving is
potato chips.
• “Hey Parents!” campaign
• strengthens brand similar
Competition from
products
attention
12. Competitive Analysis
• ChipsAhoy! isare not
• Chips Ahoy! a well-known
appealing willhealth-
brand and to be celebrating
conscious individuals.
its 50th anniversary in 2012.
• Lack the same products and
• Wide variety of visual
appeal bite sized cookies.
smaller that Teddy
Grahams has. by children
• They are favored
• Contains high fructose
because they are a lot
corn syrup. most snacks.
sweeter than
14. Communications Objectives
• The campaign aims to:
–Increase brand awareness of Teddy
Grahams by 35% and brand loyalty by
10%
–Increase customers’ conviction to
purchasing Teddy Grahams by 25%
–Increase repeat purchases and brand
recommendation
15. Target Audience
• Geographics • Demographics
Young moms in
Across Canada, the age of 20-30,
focused on in families of 2 or
bigger cities more people,
middle income.
Brand loyal
Tech-savy, price
buying
conscious, health
behaviour, social
conscious,
media affects
convenience
their buying
seeker
behaviour
• Psychographics • Behavioral
16. Brand Positioning Strategy
• Central Positioning Strategy
–Teddy Grahams have a majority of the
salient beliefs that consumers look for
in a snack product.
–Strong product during it’s growth
stage.
–Associated with a very strong label.
17. The Marketing Mix
• The Product: Teddy
Grahams
– And snack size!
• Price: 2.89
– 10 oz.
• Place: Across Canada in
Supermarkets
(Superstore, Costco,
Wal-Mart)
18. Examples of Past Promotions (2003)
• The most significant
advertisements were from
the late 80’s for Teddy
Grahams “Breakfast Bears”
Cereal, as well as a limited
edition product called Teddy
Graham “Rockin’ Bears”
• Most recent ad on the
television was aired in 2003.
19. Marketing Communications Strategy
• Why “Young Moms”?
– Significant growth amongst younger female heads of household,
middle-income families (between $30-70k annually) and larger
household size with 3+ members (Ross, 2009)
• Why Tech Savy?
– 50% of all moms participate in social media using mobile devices
– Moms who participate in social media are 81% more likely to gain
loyalty for the brand (Getting to Know the Social Mom, 2011)
20. Marketing Communications Strategy
• Why Central Positioning?
– They achieved tremendous success during the growth stages of the product.
– Many people look to non-salty foods, that are made with whole grain, and
are low in trans fats. (The Canadian Consumer Market Analysis Report, 2010)
– Associated with a strong brand (Kraft)
• Is our Communications Objectives
Reachable?
– Through survey research, we have found that the average rating of awareness
that Teddy Grahams had was at 5. We plan to make this at least 7 through
this campaign.
– Association with a big label like Kraft, and being distributed to popular
supermarkets already makes this objective viable.
21. Advertising
Strengths
• Cost efficient to reach large audiences.
• Increases brand equity and awareness.
• Being under a stronger parent brand than the competition gives
Teddy Grahams an edge in budget.
Weaknesses
• Tracking data from Research Company Ipsos Reid shows Canadians
spend an average of 18.1 hours per week online compared with
16.9 hours watching television
• Canadians television viewing dropped from 77 per cent to 73 per
cent between 1998 and 2010
• Hard to break through advertising clutter.
• Takes up a large portion of the budget.
22. Direct Marketing
Strengths
• Get instant feedback from customers.
• Create good long term relationships and brand loyalty
• Measurable results
Weaknesses
• Large amounts of possible spillage or waste.
• Not as cost-effective as advertising.
• Can be seen as a “nuisance”
23. Sales Promotions
Strengths
• Mothers search the internet for promotions and discounts. (Women of
Tomorrow, 2011)
• Almost 40% of active internet users visited coupon and reward sites
(Nielsen, 2011)
• Still coming out of a recession, many consumers are still looking for
ways to save their money
• Easily tracks engagement of the promotion
Weaknesses
• Reduces ROI
• Adding discounts on items can lead to different perceptions of the
value of the item.
• Consumers expect discounts, and will hold off on purchases without
discounts.
24. Public Relations
Strengths
• It’s a low-cost form of advertising.
• People tend to trust it more because it is from a reliable source.
• It reaches a broad range of people
Weaknesses
• It is controlled by a separate entity.
• Possibility of bad PR could have a bad effect on product and company’s
image.
25. Internet Marketing
Strengths
• 68% of Canadians use the internet, with the average web user
spending around 42 hours a month on Google. (Top of the pile
for YouTube and Wikipedia use, 2011)
• 45% of North American respondents were interested in using
social media for deals (Nielsen, 2011)
• In developed markets, 79% of social network users are 25 or
older. The largest group is the 25-34 year old demographic -
(Band, 2011)
Weaknesses
• No clear guidelines on how to excel using internet marketing.
• A lot of clutter and ad blocks could prevent consumers from
seeing your ads.
26. Leading tools and supporting tools
• Leading tools
– Advertising
– Internet Marketing
• Supported by Sales Promotions
– Public Relations
– Direct Marketing
• Supported by Sales Promotions and PR
27. Why?
• Why?
– Advertising is still a very strong form of advertising with
a large reach and creates brand awareness.
– Internet Marketing is a great way to gain awareness
and is an increasingly popular trend in North America.
Promotions through social media will gain brand
recognition and give conviction to buy.
– Public relations is needed to gain brand loyalty and
brand awareness as well through more credible sources
in the consumer’s eye.
28. The Message
• Message Design
• Contact Points and Message Sources
• Media Vehicles
• Scheduling of the Media Activities
• Budget Allocation
29. THE CAMPAIGN THEME
• Demographic we are targeting grew up with
Teddy Grahams
• Emotionally appeals to nostalgic feeling
mothers have when thinking of Teddy
Grahams.
• Play on the fact that parents want their
children to grow up with the same products
they loved.
30. THE CAMPAIGN THEME
• Tour across Canada from West to East
coast holding “Teddy Bear Picnics”.
• Through a tour bus filled with Kraft Street
Team of 5.
• Targeted at suburban areas with a high
population of females in the 25-35 age
range.
31. THE CAMPAIGN THEME
• Individuals are more likely to support
companies that incorporate social
responsibility in campaigns.
• The event will encourage kids and mothers
to bring old unused teddy bears to the
“Teddy Bear Picnics” for a free t-shirt,
coupons and a package of Teddy Grahams.
32. Creative Strategy
for Stakeholders
Consumers - Purchasers and users of
Employees -Christie employees will be
Kraft products.
informed about Submit a copy of the
Shareholders – the anniversary
campaign through an internal memo.
creative brief to outline how we will go
The memo will contain highlights ofhow
about launching the campaign and
the of the campaign’s creative theme.
it benefits them.
Customers Kraft will work with the sales
Suppliers - - . During sales calls, the
sales representatives will informto
representatives of the suppliers
customers that they can bolster sales to
ensure that adequate stock is on hand
by ensuring that Teddy Grahams are
meet the expected increase in demand
always in stock during the anniversary
for Teddy Grahams from the upcoming
campaign. s that supply Kraft with its
campaign.
production requirements.
33. TV Advertising
Radio Advertising
Print Advertising
Bus Shelter Advertising
Sales Promotion
Direct Advertising
Public Relations
34. DIRECT
MARKETING
Travel across the are portraying here is that Teddy
The message we country to select cities with a high
rate of mothers to help theirarea. Hold Teddy Bear as
Grahams wants living in the children and the moms
Teddy Bear Picnic
picnics within them entertainment, and help them the
well by giving the malls in sub-urban areas. Deliver
message thatItTeddyhelps fulfill the “complete here to
save money. also Grahams are fun and are
help.
childhood” aspect.
35. TV Advertising
The message through TV ads
would be to convey that
Teddy Grahams promotes a
happier childhood, and that
children prefer it as a
sensible solution than other
snacks. Also promote that
no childhood is complete
without Teddy Grahams.
36. Bus Station Advertising
• The messages that will be
portrayed through this
advertising will be
reminders that it is the
25th anniversary as well as
a playful poster design to
remind parents and
children of the childhood
message.
37. Magazine Advertising
Emphasize fun, to catch
children’s attention. Also
emphasize that it’s the 25th
Anniversary and that it is
part of a child’s life. Using
Kraft’s “What’s Cooking?”
magazine cover to celebrate
it, as well as normal print
advertising to emphasize
Teddy Grahams’ are
essential to any picnic.
38. Radio Advertising
• The message in radio ads
will be to build awareness
for the upcoming event in
the city, where children
can come and trade in
their old teddy bears for a
t-shirt, teddy grahams
snack pack, and a coupon
that gives them a 50%
discount for a pack of
Teddy Grahams.
39. Tour Bus Wrap around Ad
• This ad will feature Teddy
Graham bears playing and
hanging from windows
and peeking into
windows. The message
portrayed on the bus ad is
that Teddy Grahams is a
fun part of childhood and
it will capture the
attention of children and
their mothers.
40. Online Sales Promotion
Tying in with social media
campaign coupon codes will
be posted on twitter as well
as giving anyone who is a
fan of Teddy Grahams on
Facebook a personalized
message that gives them
coupon pictures that users
can print out to get
discounts.
41. Teddy Bear Picnic Event
Coupons
When children bring in their
Teddy Bears we will be able
to get a Teddy Graham shirt
as well as a coupon that will
give them 50% off their next
Teddy Graham purchase.
42. Social Media Marketing
Create Twitter and Facebook
pages so that it can increase
the awareness of our brand.
Through our Twitter and
Facebook pages we will be
increasing our interaction
with our customers as well
as answering any questions
that moms have about our
product.
43. Mom Blog Advertisements
This is because it reaches
our target demographic
perfectly, targeting moms
who are tech-savvy. Also,
this is a great place for
advertising because the
moms who are viewing
these blogs are highly
influenced by the people
who run it, this could
increase action. .
44. Public Relations
Our public relations
campaign will be associated
with the Teddy Bear Picnic,
with the donations of old
Teddy Bears we will donate
them to local charities
where they will go to needy
kids.
45. Pretesting the Message
• Have groups of 10-100 women in a commercial
screening lab.
• They will be presented with our Teddy
Grahams Storyboard and 20 second Radio ad,
advertising the Teddy Bear Picnic.
• They will take part in several comprehension
and reaction tests.
THE MESSAGE
46. SOURCE AND CONTACT POINTS
• • The contact points of our
The source of the
advertisements will be
through buswill mainly
messages shelter and
skytrainfrom magazine
come ads, the brand
print, internet Grahams.
itself, Teddy marketing,
television ads, and radio
ads. well as their mascot
As There will be
the Teddy Graham bear
multiple advertisements
that willas a
acting be located on
bus shelters around the
cities that we will bea fun
spokesperson for
touring in. experience.
childhood
47.
48. Bus Shelter Ads
Bus station ads will run throughout the entire year. Using buses as
a means of advertising is a great way to include reminder
advertising in the campaign as buses provide the campaign with
constant exposure.
49. Radio Station Ads
“Adult Contemporary” stations received the highest percentage
(27.8%) of listening time amongst women who are 18 and over.
(Stats Canada) Therefore, there will be an Adult Contemporary
station selected in each of the targeted provinces.
50. TV Ad
A new cartoon commercial will be aired on a pulsing schedule
throughout the anniversary year on the Slice network.
51. Print Advertising
Fact Book 2010 shows that 81-82% of Canadians ages 18-34 read a
magazine in the past 30 days. Thus Teddy Grahams will be featured
in two magazines: Canadian Living and What’s Cooking.
52. MOM BLOGS AND SOCIAL MEDIA CAMPAIGNS
Mom blogs we will bebe used on a continuous schedule on top
Social media will advertising a normal banner
of theirthroughout theblogsThrough the use of a Teddy
sites, mom year. include, wwww.bloggess.com
Grahams Facebook page and twitter account,
and www. Dooce .com
55. Budget Allocation
Teddy Bear Picnic
Social Media
Event Pretesting Budget Breakdown
4% 0%
1%
Mom Blog
Advertising
1%
Television
Sales Promotions
42%
25%
Radio Advertising
1% Bus Shelter Ads
14%
Print
12%
56. Evaluation
• At the Teddy Bear picnic event, there will be a sign-up
sheet in order to receive coupons. We will then send
out a survey to the households by the given address via
mail, or email.
• Also measure effectiveness by tracking the amount of
Teddy Graham sales in retail stores by the number of
UPC scans per store, effective after the date of the
coupons are expired.
• Tracking studies will be used to measure the effects our
advertising had on brand attitude and purchase
intention. These will be taken at regular intervals over
the time frame of our campaign through surveys, mall
intercepts and personal interviews.
57. Conclusion
• In such a highly competitive industry, it is
imperative that Teddy Grahams takes advantage of
its 25th anniversary and leverages the excitement
that this important milestone brings
• Repeated exposure to the advertisements will
increase brand recognition, ad retention, and
encourage brand loyalty and product trial or
repurchase.
• We want to generate positive brand associations
with the product, so mothers can recall their own
positive memories enjoying Teddy Grahams.
