Rold Gold Final Presentation Book

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As a group, we created this book to properly analyze and hone in on the opportunities for Rold Gold pretzels. This was completed in 2004, so numbers - and even contact planning - wold have changed by now.

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  • I have a great idea for a pretzel snack that offers sweet and the salty flavor of the pretzel, I found it by accidently combining the pretzel with something else but before giving out my idea I want some assurance I'd be paid for my idea. I know beyond a doubt this idea will sell and I can be reached at becca2962@yahoo.com
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Rold Gold Final Presentation Book

  1. 1. Layout 1 5/3/04 10:55 AM Page 1
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  3. 3. Layout 1 5/3/04 10:55 AM Page 3 Table of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Team Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Situation Analysis Product Evaluation. . . . . . . . . . . . . . . . . . . . . . . . . 7 Competitive Evaluation. . . . . . . . . . . . . . . . . . . . . . 9 Consumer Evaluation. . . . . . . . . . . . . . . . . . . . . . . 15 Primary Research Overview. . . . . . . . . . . . . . . . . . 18 Marketing Goals Review. . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 Brand Marketing Communications Strategy Target Market Identity. . . . . . . . . . . . . . . . . . . . . . .22 Creative Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . .23 Brand Marketing Communications Executions . . . . . . . . . . 27 Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Brand Contact Plan Strategy. . . . . . . . . . . . . . . . . . . . . . . . 36 Brand Contact Plans. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Evaluative Methods. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 More Graphs and Charts . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Matt, Jill, Erin, Marni, Nicole, and Marissa 2
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  5. 5. Layout 1 5/3/04 10:55 AM Page 5 Executive Summary We are Eeching Daleeve, a team of young professionals who combine innovative insights and research to provide our clients with successful brand communication strategies. Our diverse knowledge leads us to multiple solutions for each task we undertake. This involves applying advertising, public relations, direct marketing, and relationship marketing measures to every aspect of a campaign to ensure it will be cohesive. We embrace the opportunity to establish a relationship with Rold Gold pretzels. We were given the challenge of growing the Rold Gold brand. To meet the challenging objectives, our mar- keting strategy statement is to migrate medium pretzel users to heavy users, grow brand and category sales as well as inform consumers of the health benefits of pretzels in relation to the salty foods category. We conducted both primary and secondary research to establish the foundation for Rold Gold’s campaign. Our research, including informal surveys, nutritional studies and research on the airline industry, gave insights that lead to the establishment of the target segment and the creative executions. We have chosen a target audience of adults 25-54, married and medium users of pretzels. We believe this target represents a tremendous growth opportunity for Rold Gold, and that with our communications strategy, we can deliver the message to our target in an effective way. Our creative theme revolves around the idea that pretzels provide a healthy snack alternative to other salty snack foods. This will provide a call to action to the consumer to buy pretzels in order to better their lifestyle. Matt, Jill, Erin, Marni, Nicole, and Marissa 4
  6. 6. Layout 1 5/3/04 10:55 AM Page 6 Our Team Matt Woestehoff • Intern Matt is currently employed in Nemer Fiegers Creative Services department. He is responsible for all things related to digital and interactive media. He is also getting married in August. Jill Sorenson • Director of Account Planning Jill is currently in the media buying department at Arnold Worldwide, working on Volkswagon and McDonalds. She also is employed at the Customers Service desk of Rosedale Mall. Jill has a penchant for reality T.V. such as Newlyweds and The Bachelor. Erin Kaufenberg • Media Director As a member of the Print Group at Campbell-Mithun, Erin has worked withs such clients as General Mills, Toro, Andersen Windows and H & R Block. She is a gradu- ating Senior and enjoys watching bad movies, such as Honey and Crossroads. 5 Matt, Jill, Erin, Marni, Nicole, and Marissa
  7. 7. Layout 1 5/3/04 10:55 AM Page 7 Our Team Marni Kanne • Senior Art Director Marni is experienced in the retail sector. She currently is employed by the Target Corporation. She also works in the library of one of the largest research Universities in the country. In her free time, she enjoys photography and long walks on the beach. Nicole Decker • Directer of Public Relations Nicole has extensive experience in the retail and sales industries, including her current serving position at an on-campus bar. She is an executive board member for PRSSA and has an endless vault of knowledge of movies and entertainment trivia. Marissa Davis • Chief Financial Officer Marissa is an upper-echelon server at Sidney’s in Minnetonka. She also is involved with PRSSA as director of Promotions. She enjoys traveling the world and plans to hit six continents before the age of 25. Matt, Jill, Erin, Marni, Nicole, and Marissa 6
  8. 8. Layout 1 5/3/04 10:55 AM Page 8 Situation Analysis Product Evaluation As a subsidiary of parent company PepsiCo and manufactured and marketed by Frito-Lay Inc., Rold Gold leads the pretzel industry in annual sales holding 30.5% of the market share in the year 2003. The 2003 mar- ket share increased over the previous year by 1.2% furthering the distance between Rold Gold and the closest competitor Snyder’s of Hanover. The overall size of the pretzel category is large however growth within this cat- egory has recently slowed. As the industry leader, it is up to Rold Gold to spark increased interest in the pretzel category and particularly interest in Rold Gold. As consumers become increasingly health conscious, pretzels appear to be a perfect fit for their new, healthier lifestyles. Pretzels accommodate the needs of consumers since they are low in cholesterol, fat and sugars and high in fiber. Furthermore, studies show that when consumers make dietary changes, cutting back on fat intake becomes a top priority. Over time, Rold Gold has created an established base of loyal consumers. Rold Gold pretzels are manufactured in four plants around the country; howev- er, a majority of the pretzels come from a single plant in Canton, Ohio. 7 Matt, Jill, Erin, Marni, Nicole, and Marissa
  9. 9. Layout 1 5/3/04 10:55 AM Page 9 Situation Analysis Product Evaluation Approximately 60% of Rold Gold sales occur in what is known as “Pretzel Heartland,” the Northeast and North Central regions of the country. In the mid 1990s, Rold Gold introduced an advertising campaign featuring Seinfeld’s Jason Alexander. The campaign received great attention and to this day consumers still make associations between Rold Gold and Jason Alexander. In general, consumers view Rold Gold pretzels as a product known for its quality. Through pri- mary and secondary research, Eeching Daleeve discovered that many consumers view pretzels as boring, bland and tasteless. Many consumers also are generally unaware of the health benefits associated with pretzels in com- parison to other salty snack foods. Matt, Jill, Erin, Marni, Nicole, and Marissa 8
  10. 10. Layout 1 5/3/04 10:55 AM Page 10 Situation Analysis Competitive Evaluation As a strongly established brand in the pretzel industry, Rold Gold sits in a solid position. The biggest competition of Rold Gold however, is not situated in the pretzel category. Other salty snack foods such as Doritos, Fritos, Lays potato chips and other varieties of chips are strong contenders amongst consumers. Since Rold Gold leads the pretzel category in terms of sales, a general push for increased pretzel sales will automatically yield increased sales for Rold Gold. The primary competition for Rold Gold is not other brands of pretzels; the primary competition is the other salty snack foods in the market. All varieties of chips, popcorn, crackers and nuts are all potential forms of com- petition, indirectly able to take sales away from Rold Gold. To combat the primary competition, Rold Gold has the ability to sell the idea of being a healthful alternative. The secondary competitors facing Rold Gold are other brands, such as Snyder’s of Hanover, Utz and other private label and regional brands, within the pret- zel category. Since pretzels in general contain the same healthful benefits, Rold Gold will have to rely on the strong brand associations and brand loyalty already estab- lished within the market. Rold Gold will also rely on its previously established lead- 9 Matt, Jill, Erin, Marni, Nicole, and Marissa
  11. 11. Layout 1 5/3/04 10:55 AM Page 11 Situation Analysis Competitive Evaluation ership position within the pretzel market to further increase their market share. Finally, tertiary competitors of Rold Gold include other snack foods in general. Tertiary competitors include a variety of items such as candy, trail mixes, cookies and snack cakes. Because these are tertiary com- petitors, the campaign will not expend much energy working towards taking a portion of such foods’ market share. Labeling tertiary competitors proves that Eeching Daleeve is aware that there is competition facing Rold Gold from a variety of angles including the tertiary competitors. Strengths: Potential strengths exist for both Rold Gold as a brand and Rold Gold pretzels as an actual product. The brand Rold Gold stands as the sales leader in the pretzel industry and therefore pushing pretzel sales in general will help increase the market share of Rold Gold. Showing the healthful benefits of pretzels such as low sugar, low fat and low cholesterol will help consumers see reasons to incorporate pretzels into their lifestyles. Not only is Rold Gold the leader in sales but primary research also indicates that it is the preferred pretzel brand among members of the target audience. Matt, Jill, Erin, Marni, Nicole, and Marissa 10
  12. 12. Layout 1 5/3/04 10:56 AM Page 12 Situation Analysis Competitive Evaluation Weaknesses: Consumers tend to feel that pretzels in general have little taste, are boring, bland and are essentially with- out benefit. Pretzels are perceived as the filler snack to have on the table at a party. Pretzels are the safe option because most people would eat pretzels if worse came to worse. A further weakness of Rold Gold is that the brand does not utilize business-to-business advertising to the extent of some of their primary and secondary competi- tion, thus losing sales and exposure numbers to some of the biggest competition. Opportunities: Currently Rold Gold is in a good position, both in terms of the brand and the general product category; however, there are many opportunities available for Rold Gold to expand upon. Rold Gold recently created a part- nership with the American Heart Association. In order to fully expand on the healthful benefits pretzels offer consumers, further work alongside the American Heart Association will add emphasis and clout to Rold Gold’s message of healthy snacking. Rold Gold also should take into consideration other potential partnerships that could help increase annual sales. Currently, airlines have begun offering pretzels as a mid-flight snack. Peanuts, the industry standard for quite some time, have been slowly phased out since a great number of people have an allergic reaction to peanuts or their oils. Creating partnerships with various airlines or hotel chains offers Rold 1 Matt, Jill, Erin, Marni, Nicole, and Marissa
  13. 13. Layout 1 5/3/04 10:56 AM Page 13 Situation Analysis Competitive Evaluation Gold great opportunities for successful business-to-business marketing as well as exponential growth in product exposure. Because Rold Gold is so established in the market, they have the opportunity to experiment and expand upon already existing lines. There is potential to diversify the current line of tiny twist pretzels by adding a vari- ety of new shapes and flavors. Already receiving the majority of the market share, Rold Gold has a well-known and respected relationship with consumers and can afford to be innovative with new product ideas. Recent nutrition studies also indicated that more and more Americans are trying to maintain or create healthier lifestyles. According to a July 2003 nutrition study, approximately 51% of Americans claim to be on diets to achieve weight loss. Rold Gold offers a healthy snack with the potential to help Americans on their quest to lose weight. Threats: Both primary and secondary research indicates that consumers are more apt to choose salty snack foods such as chips and popcorn over pretzels. Therefore, other forms of salty snack foods rise up as the main threats to pretzel sales and the successes of Rold Gold specifically. Furthermore, threats also exist within the pretzel category itself. Brand loyalties towards secondary competitors such as Snyder’s of Hanover and other regional Matt, Jill, Erin, Marni, Nicole, and Marissa 12
  14. 14. Layout 1 5/3/04 10:56 AM Page 14 Situation Analysis Competitive Evaluation or private label brands on behalf of consumers also threaten the prosperity of Rold Gold’s potential market growth. To keep consumers intrigued competitors, both primary and secondary, consistently introduce new prod- ucts or add new flavors, seasonings and packaging to already established products. The ever-changing environ- ment of the snack food segment threatens the growth potential for the original style, tiny twist pretzels of Rold Gold. Another element threatening the success of the Rold Gold campaign is the rising popularity of diets low in carbohydrates. As pretzels are relatively high in carbohydrates, consumers feeding into the low-carb craze will avoid pretzels at all costs. 13 Matt, Jill, Erin, Marni, Nicole, and Marissa
  15. 15. Layout 1 5/3/04 10:56 AM Page 15 Situation Analysis Competitive Evaluation Strengths Weaknesses • Pretzels are a healthy snack (low in • Pretzels are percieved as having little sugars, cholesterol, and fat, high in fiber) taste, boring and without benefit • Rold Gold is the industry leader in terms • Pretzels are percieved to be a “safe” option of annual sales that people could eat if nothing else • Rold gold is a preferred brand in the satisfied them pretzel category • Rold Gold does not fully utilize • Rold Gold has a partnership with the business-to-business communication American Heart Association Opportunities Threats • Additional partnerships with various • Other salty snacks are taking market airlines and hotels would increase share from pretzels exposure of Rold Gold Pretzels • Consumer loyalty to other competitive • Diversify products with new shapes and brands are strong flavors • Other pretzel brands are introducing new • Nutrition studies indicate that 51% of flavors, seasonings or packaging people are trying to lose weightand are • Low-carbohydrate diets are rising in looking forhealthy snack alternatives popularity Matt, Jill, Erin, Marni, Nicole, and Marissa 14
  16. 16. Layout 1 5/3/04 10:56 AM Page 16 Situation Analysis Consumer Evaluation People fitting a variety of demographic statistics in all areas of the country regularly consume pretzels. However, to successfully reach the campaign’s objectives, a specific audience targeted through demographic sta- tistics and psychographic information must be the focus of the campaign. To maintain the role as leader of the pretzel category, Rold Gold will focus on individuals fitting a certain set of criteria. Since pretzels are consumed nearly equally by males and females, 46% of Rold Gold consumers are male with 54% being women; the target is gender neutral. Demographics The ages of targeted individuals range from 25 to 54. This age seg- • Adults 25-54 ment makes up 65.17% of the total Rold Gold consumer base. Focusing the • Gender Neutral • Married campaign efforts towards this segment • HHI $50,000 will allow the message to be received by • Medium users of Pretzels the audience most capable of impacting sales of the Rold Gold product. In addition, the target individuals are married couples with a combined 15 Matt, Jill, Erin, Marni, Nicole, and Marissa
  17. 17. Layout 1 5/3/04 10:56 AM Page 17 Situation Analysis Consumer Evaluation household income of at least $50,000. Roughly 66% of Rold Gold consumers are married, thus creating a major- ity segment to target. 62.7% of Rold Gold consumers earn a household income of at least $50,000 as opposed to the 37.3% who earn under $50,000. The target audience also is considered medium users/consumers of pretzels. Medium users are targeted because it will be easier to increase individual pretzel sales since there is already regular purchase cycle. Getting medium users to pur- chase more often will be easier than encouraging those who purchase rarely or only on special occasion to purchase more regularly. Heavy users are not targeted because consumers are already purchasing pretzels often and influencing any increase would be difficult and furthermore the increase would be marginal. Through primary research Eeching Daleeve discovered that members of the target audience also share similar psychographic characteristics. Target individuals are hard-working professionals who are consistently busy. Whether it is work, family or their social lives, the target consumer is always on the go. The Rold Gold tar- get consumer is also both health and quality conscious. While the target is health conscious, their busy lives often Matt, Jill, Erin, Marni, Nicole, and Marissa 16
  18. 18. Layout 1 5/3/04 10:56 AM Page 18 Situation Analysis Consumer Evaluation Psychographics make it somewhat difficult to lead the healthy lifestyle they strive towards. • Hard working The target also seeks the best quality goods for themselves and their families. • Professionals Choosing brands that are atop the industry, with a good brand image is often • Busy • Quality Conscious more alluring than choosing a cheaper version of the same product. • Health Conscious In our quest for the target market, we ran into a woman named Susan Barrett. She, as we found out was exactly who we needed to be talking to. She works at a bank in Chicago, but she lives in the suburbs. Her husband works for an invest- ment company and they have two girls, Jenna and Amy. She tries to stay healthy, but junky snack food is always so available, it is hard to resist. She is who Rold Gold should tell “We know you are concerned about your health, and we are too.” 17 Matt, Jill, Erin, Marni, Nicole, and Marissa
  19. 19. Layout 1 5/3/04 10:56 AM Page 19 Situation Analysis Primary Research Overview Primary research was required to better understand the target consumers and to get an idea as to where and how pretzels fit into the target consumers’ lives. The primary research was conducted in the form of a sur- vey and was distributed to individuals fitting the demographic profile previously established as the target audi- ence. The informal survey was completed by a sample of 30 individuals. The survey contained two forms of ques- tions seeking either quantitative or qualitative information. The quantitative questions gave numeric information telling what, how often, where, when and how much. The qualitative questions yielded information telling why consumers choose Rold Gold or why not. After analysis of the results, the findings helped show what aspects needed to be changed to achieve Rold Gold’s campaign objectives. The survey results indicated that 48% of survey respondents consumed salty snacks three to five times during the average week. Pretzels however, ranked fourth out of the top five salty snack foods including chips, popcorn, crackers, pretzels and nuts. When asked about pretzels in particular, survey results show that Rold Gold has an edge on the competition. When asked “What, if any, is your preferred brand of pretzels?” 34% of respondents claimed Rold Gold to be the top choice, with the competition Snyders of Hanover receiving only 26% as the top Matt, Jill, Erin, Marni, Nicole, and Marissa 18
  20. 20. Layout 1 5/3/04 10:56 AM Page 20 Situation Analysis Primary Research Overview choice. Furthermore, survey results indicate that the average consumer is not affected by price and will choose based on brand preference. The surveys also provided information regarding both Rold Gold brand associations as well as associations made with pretzels in general. The findings showed that strong ties to Seinfeld’s Jason Alexander still remain from a previous Rold Gold campaign which aired during the years 1993 to 1995. In terms of the pretzel catego- ry, a number of respondents associate the consumption of pretzels with travel, watching television, socializing and drinking beer. The primary research findings gave a number of insights necessary to create and execute the creative strategy. Discovering the current feelings, attitudes and perceptions of a sample of the target audience helped to generate ideas needed to achieve the desired marketing objectives. 19 Matt, Jill, Erin, Marni, Nicole, and Marissa
  21. 21. Layout 1 5/3/04 10:56 AM Page 21 Marketing Goals Review 1) Reinvigorate the Rold Gold brand and grow Rold Gold’s market share to 34% by the summer of 2005 and to 40% by the end of 2006. 2) Upgrade the long-term profit potential for the brand so as to be more profitable towards strict requirements of parent company, PepsiCo. 3) Deliver an ownable and proprietary communications strategy that will enable the brand to develop distinctive brand equity versus the competition. Matt, Jill, Erin, Marni, Nicole, and Marissa 20
  22. 22. Layout 1 5/3/04 10:56 AM Page 22 Marketing Strategy Statement To achieve the campaign’s marketing objectives, the strategic focus will aim to migrate medium pretzel users to heavy users, grow brand and cate- gory sales as well as inform consumers of the health benefits of pretzels in relation to the salty foods category. 21 Matt, Jill, Erin, Marni, Nicole, and Marissa
  23. 23. Layout 1 5/3/04 10:56 AM Page 23 Brand Marketing Communications Strategy Target Market Identity Based on our consumer evaluation, the target market identity for Rold Gold as we suggest it consists of adults, 25-54, gender neutral, married, with a household income of $50,000 or more, who are medium users of pretzels, hard working, professional, busy, quality and health conscious. Demographics Psychographics • Adults 25-54 • Hard working • Gender Neutral • Professionals • Married • Busy • HHI $50,000 • Quality Conscious • Medium users of Pretzels • Health Conscious Matt, Jill, Erin, Marni, Nicole, and Marissa 22
  24. 24. Layout 1 5/3/04 10:56 AM Page 24 Brand Marketing Communications Strategy Creative Strategy Advertising To reach the target audience, as well as the objectives set forth, we suggets that Rold Gold approach the creative work with the following Key Message in mind: Rold Gold provides it’s consumers with a healthy snack food. Since our primary competition cosists of other snack foods, like chips, the reasons why the Key Message is true are simple; Rold Gold pretzels are low fat, low cholesterol, baked, and low sodium alternatives are also available. This approach was devised from our primary and secondary research. That research led us to understand that the consumer views Rold Gold is truly a healthy snack that is ideal when traveling or on the road. Unfortunately, it is perceived as boring, plain and without benefit. To sinscerely convey this message, we want to convince our audience to “buy pretzels so you can better yourself.” Mandatory items for each message must include the apropriate disclaimers and sources for any statistical infor- mation, as well as the logo, trademark and copyright information. 23 Matt, Jill, Erin, Marni, Nicole, and Marissa
  25. 25. Layout 1 5/3/04 10:56 AM Page 25 Brand Marketing Communications Strategy Creative Strategy In a secondary branch of the campaign, Eeching Daleeve suggests targeting relevant airline, hotel and resort mar- keting officers and property managers. This relationship marketing can help Rold Gold establish a firm connec- tion with the gatekeepers to certain aspects of are target audience, specifically travelers. The creative message will be similar in nature to that of the consumer message. It will also, however talk abou the marketing advan- tages of offering the prefered pretzel brand, and a snack that is healthier than most. Relationship Marketing By utilizing such tools as the internet, email and direct mail, Rold Gold has a tremendous opportunity to reach out to partners nationwide that could develop thousands of contact points daily. Eeching Daleeve suggests that Rold Gold impliment a Business-to-Business campaign. The enrollment of partners, such as airlines, can bring Rold Gold on planes in the air, airport snack bars, and directly compete with Snyder’s of Hanover, who currently spends over $115,00 on B-2-B communications in comparison to Rold Gold’s current $27,900. Since the era of the in-flight bag of peanuts has ended, pretzels have become the number one snack, and Rold Gold could gain a substaintail amount of ground by these partnerships. The message to be envoked in B-2-B opperations should always give the contact valuable information on how Rold Gold can benefit the airline, by giving their customers the number one selling pretzel. Matt, Jill, Erin, Marni, Nicole, and Marissa 24
  26. 26. Layout 1 5/3/04 10:56 AM Page 26 Brand Marketing Communications Strategy Creative Strategy Public Relations and Consumer Promotions To position Rold Gold pretzels as a healthy snack food, our public relations tactics include the following: • Partner with the American Heart Association by introducing heart healthy pretzels called “Heartzels Pretzels”. • Partner with American Heart Association in sponsoring a “Healthy Heart” 5K run. • Feature tips for healthy living on Rold Gold packaging. Another strategy that Eeching Daleeve suggests is to increase business-to-business partnerships in order to establish Rold Gold pretzels in new markets. To do so, we recommend that Rold Gold: • Partner with Airlines such as American Airlines, US Air, and United/Ted Airlines. • Distribute quality Rold Gold products as a healthy in-flight snack. • Feature travel point vouchers on Rold Gold packaging and in print advertisements. 25 Matt, Jill, Erin, Marni, Nicole, and Marissa
  27. 27. Layout 1 5/3/04 10:56 AM Page 27 Brand Marketing Communications Strategy Creative Strategy • Advertise Rold Gold pretzels in in-flight magazines. • Offer sweepstakes/contest to win a free flight. • Partner with hotel chains including InterContinental Hotels, Hilton Hotels, Hyatt Regency, Sheraton Hotels, and others. • Offer Rold Gold pretzels as a complimentary snack in rooms. • Feature Rold Gold products in hotel restaurants and bars. • Include hotel coupons on Rold Gold packaging to be distributed nationally. • Offer a free hotel stay on Rold Gold packaging. To promote the quality-conscious ideals of the Rold Gold brand and care for its consumers, we suggest that Rold Gold let the following public relations and consumer promotions go into effect: • Consistently offer high quality packaging to prevent pretzel breakage during distribution. • Offer additional product size options to consumers. • Introduce new product flavors, shapes, and types of pretzels as a promotional tool. • Feature product samples in grocery chains across the country. • Reconstruct Rold Gold web site to make it more user-friendly and provide more valuable info- rmation to potential consumers. Matt, Jill, Erin, Marni, Nicole, and Marissa 26
  28. 28. Layout 1 5/3/04 10:56 AM Page 28 Brand Marketing Communications Strategy Creative Executions Print Copy: Every year 1.1 million Americans suffer a heart attack. Heart Copy: attacks are caused by a buildup of fatty substances on the inside of 1 Gram of Fat Or 10 Grams of Fat blood vessels. High cholesterol, blood pressure and obesity are com- One-tenth the fat. Rold Gold Classic Pretzels contain ony one mon risk factors for heart attacks. Eating foods that are low in sat- gram of fat per serving. Rold Gold knows you care about your urated fats and cholesterol greatly reduce your risk of heart dis- health, and we do too. ease. We at Rold Gold pride ourselves on providing quality, healthy products. Rold Gold knows you care about your health, and we do too. 27 Matt, Jill, Erin, Marni, Nicole, and Marissa
  29. 29. Layout 1 5/3/04 10:56 AM Page 29 Brand Marketing Communications Strategy Creative Executions Print Copy: 0 grams of saturated fat. Since 1917, Rold Gold has prided itself on baking authentic, healthy pretzels. We make our pretzels by taking simple quality ingredients and baking with old-world care, giving you the robust flavor and crispy texture you expect in a great pretzel. Rold Gold knows you care about your health, and we do too. Matt, Jill, Erin, Marni, Nicole, and Marissa 28
  30. 30. Layout 1 5/3/04 10:56 AM Page 30 Brand Marketing Communications Strategy Creative Executions Out-of-home Copy: Zero Grams of Fat 29 Matt, Jill, Erin, Marni, Nicole, and Marissa
  31. 31. Layout 1 5/3/04 10:56 AM Page 31 Brand Marketing Communications Strategy Creative Executions Interactive Matt, Jill, Erin, Marni, Nicole, and Marissa 30
  32. 32. Layout 1 5/3/04 10:56 AM Page 32 Brand Marketing Communications Strategy Creative Executions Direct Mail 31 Matt, Jill, Erin, Marni, Nicole, and Marissa
  33. 33. Layout 1 5/3/04 10:56 AM Page 33 Brand Marketing Communications Strategy Public Relations Executions Contact: Marissa Davis Eeching Daleeve 612-280-6655 Mdavis@eeching.com FOR IMMEDIATE RELEASE Rold Gold Extends American Heart Association Partnership to Include 5K Run PURCHASE, NY - (April 2004) - Rold Gold pretzels, a division of Frito Lay, will continue its partnership with the American Heart Association by sponsoring 60 5K run/walks across the country. The 5K run is scheduled for Memorial Day to honor loved ones lost to heart disease. “Memorial Day is a time to be with friends and family. Rold Gold hopes to celebrate survivors, remember lost loved ones, and remind people of heart-healthy products” said Tracy LaRosiliere, a Frito-Lay vice president of marketing. Proceeds from the $25 registration fee will benefit the American Heart Association Research Department. In addition to sponsoring the country-wide events, Rold Gold has donated $500,000 to the cause. Rold Gold and the American Heart Association recently teamed up to offer “Heartzels Pretzels”, a healthy snack for people wanting to control fat intake while increasing fiber consumption. Frito-Lay will sample Heartzels Pretzels to participants at each event. Rold Gold and the AHA encourage family members to participate in the event to support healthy living with diet and exercise. Rold Gold joined the Frito-Lay team in 1961 and has since become a top-selling brand. Frito-Lay North America is the convenient fun foods division of PepsiCO, which is headquartered in Purchase, NY. In addition to Frito- Lay, PepsiCO divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. For more information visit the company’s Web site at www.pepsico.com. ### Matt, Jill, Erin, Marni, Nicole, and Marissa 32
  34. 34. Layout 1 5/3/04 10:56 AM Page 34 Brand Marketing Communications Strategy Public Relations Executions Contact: Nicole Decker Eeching Daleeve 612-555-1234 ndecker@eeching.com FOR IMMEDIATE RELEASE ROLD GOLD ANNOUNCES PARTNERSHIP WITH AMERICAN AIRLINES PURCHASE, NY - November 4, 2004 - One of the world’s most popular and healthy snack foods, Rold Gold Pretzels announces today that they will now be featured on all American Airlines flights. Single-serving packages of the Rold Gold Bavarian Pretzels will be given to passengers as their in-flight snack as American Airlines and Rold Gold are pushing for healthier travel. Healthy lifestyle tips will also be provided in the packaging as well as in the American Airlines magazine. “We are hoping to provide airline passengers with the right information about living healthy,” says Frito-Lay Vice President of Marketing, Tracy LaRosiliere. “We want our busy, health conscious consumers to know that while they are on the go, we are right there with them.” Not only will passengers be able to enjoy delicious Rold Gold Pretzels during their flights, but they can also win travel vouchers for American Airlines through a contest featured on Rold Gold packages. The contest will end before the Holiday season, allowing one lucky winner to travel on American Airlines to a destination of their choice. American Airlines is the world's largest carrier. American, American Eagle and the American Connection region- al carriers serve more than 250 cities in over 40 countries with almost 4,200 daily flights. The combined net- work fleet numbers more than 1,000 aircraft. American's award-winning Web site, www.aa.com, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the one world Alliance. Rold Gold joined the Frito-Lay team in 1961 and has since become a top-selling brand. Frito-Lay North America is the convenient fun foods division of PepsiCO, which is headquartered in Purchase, NY. In addition to Frito- Lay, PepsiCO divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. For more information visit the company’s Web site at www.pepsico.com. ### 33 Matt, Jill, Erin, Marni, Nicole, and Marissa
  35. 35. Layout 1 5/3/04 10:56 AM Page 35 Budget All numbers in thousands Advertising Print $2,237.5 Television 10,170 Out-of-home 847 Total: $13,254.5 Public Relations Media relations $250 Pre-event/pitching 225 Donation to AHA 500 Production/Distribution of b-roll 500 Event sponsorship 1,500 Total: $2,975 Consumer Promotions Sampling $2,000 New Packaging 3,000 Distribution of packaging 1,000 Total: $6,000 Grand Total: Relationship Marketing $26,529.5 Direct mail piece $2,000 Grocery incentives 1,000 In-store displays 1,000 Website re-design, list-serve 300 Total: $2,500 Matt, Jill, Erin, Marni, Nicole, and Marissa 34
  36. 36. Layout 1 5/3/04 10:56 AM Page 36 Brand Contact Plan Strategy Primary Goal: REACH Because pretzels are a high volume product distributed and consumed nationally, the driving force behind our suggested brand contact plan is to try and get the message out to as many people as possible, while within our allocated budget. Our target is fairly broad in terms of age range, and because pretzels, as a snack food, are so widely consumed, our brand contact strategy has to deliver in a similar way. We suggest contact points that get to a very wide audience. Because reach is the main goal, we at Eeching Daleeve suggest to have a television focused plan for advertising, as well as utilizing public relations, consumer promotions, relationship marketing, and interactive media to obtain the greatest reach. Our message is not a complicated one- pretzels are a healthy snack food. We feel that TV is a good medium to express the message and thus the weight of the advertising is placed there. Specific shows and channels will be explained in following paragraphs. 35 Matt, Jill, Erin, Marni, Nicole, and Marissa
  37. 37. Layout 1 5/3/04 10:56 AM Page 37 Brand Contact Plan Airport sinage Television Print Billboards Web Advertising Rold Gold Public Relations Message Relationship Marketing B-2-B Consumer listserve Promotions In-store displays Sampling Airline direct mail Hotel direct mail Events Matt, Jill, Erin, Marni, Nicole, and Marissa 36
  38. 38. Layout 1 5/3/04 10:56 AM Page 38 Brand Contact Plan Advertising Timing With food purchases, timing is everything. Rold Gold should be at the forefront of the mind when consumers are making a decision about what snack food to get. Because of this we suggest a yearlong presence with an empha- sis during time periods that are known for their snacking in all of our media forms. We recommend a flighting strategy for the television plan, with emphasis on times around holidays and heavy snacking. A year-long presence should be maintained, as sales for each quarter need to be high. The plan begins with a bang, with 2 weeks of television in syndication, cable, and one week in evening news in September, as well as insertions in each of the magazines that we are running in. We feel that this will start the campaign off on the right foot and help keep levels consistent throughout the year. For the print campaign, we also suggest starting off very strong, and staggered the insertions throughout the year, with an emphasis during Super Bowl time in our weekly media. The majority of the print campaign is run- ning in the first 3 quarters, to allow the reach to accumulate throughout the year. This is also done because the colder winter months are more likely to be spent sitting inside, watching television and eating a salty snack. 37 Matt, Jill, Erin, Marni, Nicole, and Marissa
  39. 39. Layout 1 5/3/04 10:56 AM Page 39 Brand Contact Plan Advertising Out-of-home media placed fairly steadily over the whole year, with the airport dioramas in the winter months, as the majority of traveling goes on at those times, would be the most beneficial to Rold Gold. Television TV comprises approximately 77% of the paid-media plan. Because it is important for Rold Gold to experience a growth in sales overnight, we suggest having television drive the media plan. Print can oftentimes take weeks, or even months to build reach, wheras television reach is immediate. Print is a great medium for certain prod- ucts, and is a great supplement to the plan, but TV gives the reach needed all at once. The majority of our weight of TRPs in cable, due to the low cost per point. By placing our ads within shows that have a synergy with our brand, the message will be given with a high level of efficiency. Our prelimenary vision for Rold Gold’s cable is to place ads on the following networks: • Bravo • VH1 • HGTV • Discovery Channel • TLC • Travel Channel • Food Network Matt, Jill, Erin, Marni, Nicole, and Marissa 38
  40. 40. Layout 1 5/3/04 10:56 AM Page 40 Brand Contact Plan Advertising These networks are the highest rated among our target, and certain net- works, such as the Food Network, provide an arena to showcase our product to people who are watching certain shows about low-fat eating, or living a healthy life. Most importantly, all of these networks have shows that are extremely well watched. These networks are distributed on all cable outlets, and thus reach a very high number of households. Print High reach & quick reach vehicles abound in the print advertising realm. Our print strategy is to use a select number of books that have extremely high circulations, and most have are read immediately upon receipt. While the reach will build over time, the majority of it with the vehicles we have selected will be accumulated immedi- ately. The books we have selected also have a high reader per copy. They are often placed in waiting rooms of various medical and other organizations, and passed between friends who share subscriptions. They provide an excellent supplement to the television schedule. 39 Matt, Jill, Erin, Marni, Nicole, and Marissa
  41. 41. Layout 1 5/3/04 10:56 AM Page 41 Brand Contact Plan Advertising Better Homes & Gardens This book has a guaranteed circulation of over 7.5 million, and has a reputation as a leader in the woman’s serv- ice category. It’s “BH&G seal of approval” is a coveted title for advertisers, thus the readers of the publication know that the advertisers within are all approved by the magazine that they trust. People We chose this book primarily because of its high reach, and the fact that most people read the magazine the day they get it. People has a circulation of over 3.3 million, and one of the highest reader’s per copy of any magazine, giving it an extremely high readership number. TV Guide This magazine is especially appropriate to our plan given that our target watches a lot of tel- evision. The immediacy of the subject matter draws it’s readers into the book the day they get it, giving us reach right away. The circulation of 9 million makes it one of the largest magazines in America. Matt, Jill, Erin, Marni, Nicole, and Marissa 40
  42. 42. Layout 1 5/3/04 10:56 AM Page 42 Brand Contact Plan Advertising Parade & USA Weekend By using these two Sunday supplements in conjunction with each other, we create a nationwide reach. Our tar- get is reading the newspaper, and with these two supplements, we can be within the newspaper without having to buy individually all across the country. The circulation of these two books is 17.8 million and 11.8 million respec- tively. We plan on running these books on the weekend of the Super Bowl to hopefully attract consumers right before they are going to buy snacks for the evening. Reader’s Digest This is the highest circulation magazine that is not a Sunday supplement in America. With a guaranteed circulation of 10 million, and a readership number even higher, this book needs to be on our plan to achieve maximum reach. Out-of-Home Advertising Non-traditional advertising provides a supplement to our plan to reach a new audience, who might not be reading some of the publications we are running ads in, or not watching as much TV. We plan on placing billboards in 41 Matt, Jill, Erin, Marni, Nicole, and Marissa
  43. 43. Layout 1 5/3/04 10:56 AM Page 43 Brand Contact Plan Advertising major metropolitan markets in the Northeast and Midwest, and in select airports to help the plan to work with different airlines and reach those who are traveling. Billboards Markets: LA, Pittsburgh, New York, Minneapolis/St. Paul, Chicago, Boston As mentioned previously, billboards will help us get at a different audience than our traditional media. Our mar- ket choice and timing will give us a year-long presence nationwide, as we plan on running in each market for 3-6 months. The billboards will be placed as close to major routes as possible, or near large grocery stores to encour- age consumers to purchase right as they are entering the store. Airports Markets: New York, LA, Chicago By running our ads in backlit dioramas in 3 major airports for one month each, we will have established a con- nection with our airline partners to reaffirm our partnership and to also bring our message to busy travelers who are at the point of purchase for many snack foods. This helps us to bring an element of recency planning into our strategy. Matt, Jill, Erin, Marni, Nicole, and Marissa 42
  44. 44. Layout 1 5/3/04 10:56 AM Page 44 Rold Gold 43 Matt, Jill, Erin, Marni, Nicole, and Marissa 28
  45. 45. Layout 1 5/3/04 10:56 AM Page 45 FY04-05 Matt, Jill, Erin, Marni, Nicole, and Marissa 44
  46. 46. Layout 1 5/3/04 10:57 AM Page 46 Brand Contact Plan Public Relations 09/04 -- 08/05: 09/04 08/05: Include healthy living tips on every Include healthy living tips on every package of Rold Gold Pretzels. package of Rold Gold Pretzels. 09/04 -- 08/05: 09/04 08/05: 11/04: 11/04: Include healthy living tips on every Include healthy living tips on every Announce partnerships Announce partnerships package of Rold Gold Pretzels. package of Rold Gold Pretzels. with Airlines and Hotels with Airlines and Hotels in time for the holiday in time for the holiday travel season. travel season. 02/05: 02/05: Reintroduce and promote Reintroduce and promote Heartzels campaign for Heartzels campaign for Valentine’s Day. Valentine’s Day. 45 Matt, Jill, Erin, Marni, Nicole, and Marissa
  47. 47. Layout 1 5/3/04 10:57 AM Page 47 Brand Contact Plan Public Relations 05/05: 05/05: Hold 5K run with Hold 5K run with AHA on Memorial AHA on Memorial Day 06/05 - -08/05: 06/05 08/05: Day Grocery store sampling Grocery store sampling with fun new flavors with fun new flavors 09/04 -- 08/05: 09/04 08/05: for the summer. for the summer. Reconstruct and update website Reconstruct and update website throughout campaign. throughout campaign. Post- 08/05: Post- 08/05: 02/05: 02/05: Begin conducting post-testing of Begin conducting post-testing of Announce partnerships Announce partnerships campaign to evaluate objectives. campaign to evaluate objectives. with hotels in time for with hotels in time for Spring Break-ers Spring Break-ers Matt, Jill, Erin, Marni, Nicole, and Marissa 46
  48. 48. Layout 1 5/3/04 10:57 AM Page 48 Brand Contact Plan TV Print Out-of-Home PR/ Promotions 09/04 -- 08/05: 09/04 08/05: Include healthy living tips on every Include healthy living tips on every package of Rold Gold Pretzels. package of Rold Gold Pretzels. 09/04 -- 08/05: 09/04 08/05: 11/04: 11/04: Include healthy living tips on every Include healthy living tips on every Announce partnerships Announce partnerships package of Rold Gold Pretzels. package of Rold Gold Pretzels. with Airlines and Hotels with Airlines and Hotels in time for the holiday in time for the holiday travel season. travel season. 02/05: 02/05: Reintroduce and promote Reintroduce and promote Heartzels campaign for Heartzels campaign for Valentine’s Day. Valentine’s Day. 47 Matt, Jill, Erin, Marni, Nicole, and Marissa
  49. 49. Layout 1 5/3/04 10:57 AM Page 49 Brand Contact Plan 05/05: 05/05: Hold 5K run with Hold 5K run with AHA on Memorial AHA on Memorial Day 06/05 - -08/05: 06/05 08/05: Day Grocery store sampling Grocery store sampling with fun new flavors with fun new flavors 09/04 -- 08/05: 09/04 08/05: for the summer. for the summer. Reconstruct and update website Reconstruct and update website throughout campaign. throughout campaign. Post- 08/05: Post- 08/05: 02/05: 02/05: Begin conducting post-testing of Begin conducting post-testing of Announce partnerships Announce partnerships campaign to evaluate objectives. campaign to evaluate objectives. with hotels in time for with hotels in time for Spring Break-ers Spring Break-ers Matt, Jill, Erin, Marni, Nicole, and Marissa 48
  50. 50. Layout 1 5/3/04 10:57 AM Page 50 Evaluative Methods The only way to evaluate is to measure the outcome versus the objectives. If we met the objectives, then the campaign was a success. To determine if Rold Gold will meet its objectives, we will do the following: Analyze financial information to determine if profitability goals were met within the given timeframe Product/brand association surveys to determine brand equity versus competition Feedback from business-to-business partners to ensure longer lasting relationships Media clippings analysis to help determine the brand equity of Rold Gold Track sales of Rold Gold and other pretzel brands to determine market share and growth Conduct pre- and post-test qualitative research of consumers.to determine whether or not the mesage was received correctly Website tracking and hit counts Did we stay within the allocated budget? Analyze the number of participants for events and promotions and compare to similar events How is the relationship with Rold Gold? Is the partnership working ideally? 49 Matt, Jill, Erin, Marni, Nicole, and Marissa
  51. 51. Layout 1 5/3/04 10:57 AM Page 51 Graphs and Charts Matt, Jill, Erin, Marni, Nicole, and Marissa 50
  52. 52. Layout 1 5/3/04 10:57 AM Page 52 Graphs and Charts 51 Matt, Jill, Erin, Marni, Nicole, and Marissa
  53. 53. Layout 1 5/3/04 10:57 AM Page 53 Graphs and Charts Matt, Jill, Erin, Marni, Nicole, and Marissa 52
  54. 54. Layout 1 5/3/04 10:57 AM Page 54 Graphs and Charts 53 Matt, Jill, Erin, Marni, Nicole, and Marissa
  55. 55. Layout 1 5/3/04 10:57 AM Page 55 Sources Below is a list of some of the resources that we used throughout our research and development process. American Heart Assoiciation U.S. Department of Health National Institute of Health National Heart, Lung and Blood Institute Frito-Lay PepsiCo American Airlines United Airlines US Air SRDS Clear Channel Outdoor MRI Simmons Synovate Diet Research Matt, Jill, Erin, Marni, Nicole, and Marissa 54
  56. 56. Layout 1 5/3/04 10:57 AM Page 56 Survey Sample 1. Do you eat salty snack foods? Yes_____ No_____ 2. How many times per week do you eat salty snack foods? 0 ____ 1-2 ____ 3-5 ____ 6-8 ____ 8+ ____ 3. Rank these snack foods in order of your favorite. (1= favorite 5= least favorite) _____Chips _____Crackers _____Pretzels _____Popcorn _____Nuts 4. How many times per week do you eat pretzels? 0 _____ 1-2_____ 3-5_____ 6-8_____ 8+ _____ 5. How often do you buy pretzels? _____ Once per month _____ Two times per month 55 Matt, Jill, Erin, Marni, Nicole, and Marissa
  57. 57. Layout 1 5/3/04 10:57 AM Page 57 Survey Sample _____ Three times per month _____ Four or more times per month 6. When purchasing pretzels, does price influence your brand selection? Yes_____ No_____ 7. What, if any, is your preferred brand of pretzels? _____________________________ 8. Why do you choose a specific brand of pretzels? ______________________________ ________________________________________________________________________ 9. What activities, if any, do you associate with eating pretzels? ________________________________________________________________________ 10. What associations, if any, do you have with the Rold Gold brand of pretzels? __________________________________________________________________________________ ______________________________________________________________ The following questions are used only to classify your responses. Gender Male______ Female______ Age __________ Occupation___________ Matt, Jill, Erin, Marni, Nicole, and Marissa 56
  58. 58. Layout 1 5/3/04 10:57 AM Page 58 Thank You The team at Eeching Daleeve is very excited at this potential opportunitiy to work with Rold Gold. We believe that we can help Rold Gold meet all of it’s objectives in a more creative, and more economical cam- paign. Thank you for your time and we hope to hear from you soon! Matt Woestehoff Jill Sorensen Erin Kaufenberg Marni Kanne Nicole Decker Marissa Davis 57 Matt, Jill, Erin, Marni, Nicole, and Marissa

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