Pepperidge Farm’s TimTam Media Plan March 20, 2014 Sharp Media Agency Robert Nelson Sara Hernandez
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Maggie Adams Angela Bochucinski
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Executive Summary Our target audience for Tim Tam cookies will be young Hispanic women, generally between the ages of 20 and 32, who are building families and having children. Usually, they have more than one kid and are either getting married or in the process of doing so. These women are very hardworking, maintaining jobs on top of their home lives, and they keep up-to-date with trends and technology.
Client Company/ Brand •
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1937- Pepperidge Farm is founded By Margaret Rudkin.
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1961- Pepperidge Farm placed under Campbell Soup Company’s Global Baking and Snacking division.
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Denise Morrison, CEO of Campbell Soup Company.
Prioritizes cost efficiency, marketing creativity, and strategic genius. •
Pepperidge Farm is mass marketing the TimTam, “Australia’s Favorite Cookie,” in the USA.
TimTam has developed a cult-like following among the younger demographic in Australia and New Zealand. Predicted to bring Pepperidge Farm $18 million in sales within the next year. A limited amount of Target® and international stores stock TimTams from October through March.
Competitive Environment Oreo
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Mondelez International.
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America’s most purchased cookie.
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Promotes diversity & difference.
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Spent 198.7 million on media in 2012.
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Invested heavily in magazines and SLN TV slots in 2010 & 2011.
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2010 Magazine SOV: 22.7. 2010 SLN TV SOV: 75.3. •
Currently focused on social media.
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Projected to spend more than 50% on digital advertising in the years to come.
Competitive Environment Chips Ahoy!
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Mondelez International.
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Second most purchased cookie in the market.
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2002-2010: Ads feature the “Cookie Guys.”
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2010 Ad Campaign: “There’s a lotta joy in Chips Ahoy!”
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2010: $13million in total spending.
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48% drop from 2009. •
Spending is focused on network and cable TV Network TV Share of Voice in 2010: 12.7. Cable TV Share of Voice in 2010: 8.6.
Competitive Environment Keebler •
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Kellogg’s.
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Ranked in top 20 best-selling cookie brands.
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Various products.
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Brand mascot: Keebler Elves.
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2010 & 2011: spends most of media budget on cable TV.
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2010 Cable TV SOV: 19. •
2012: teams up with American Red Cross for “Be a Good Cookie, Get a Good Cookie” campaign. •
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Provides Red Cross Blood Services $4 million in savings.
Competitor’s Index Numbers Oreo Key Consumer • • •
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Women: 114 Graduated College: 114 Age 35-44: 124
Chips Ahoy! Key Consumer • • • •
Women: 106 Attended college: 119 Age 35-44: 136 HHI $75,000-
Keebler Fudge Shop Key Consumer • • •
Women: 108 < High school education: 122 Age 55-64: 132
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HHI $75,000$149,999: 124 Midwest: 115 Married: 122 White: 106
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$149,999: 111 HHI $50,000-$59,999: 111 Northeast: 121 Married: 117 Race other: 125
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HHI $40,000-49,999: 158 Midwest: 124 Married: 111 White: 104
*Items bolded are consumers shared with TimTam Target *All Index numbers derive from MRI data.
Advertising and Media Analysis Pepperidge Farm Brand Positioning • • • • •
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Commitment to quality and tradition. Ranked in top 2% of brands worldwide in brand equity. Relationships with over 40 distributors in over 85 retailers. 2013: Launches “My Yummy Secret” campaign for Milano cookie. 2013: Wins DuPont Packaging Awards. Sued over Goldfish Packaging’s misleading “all natural” label.
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TimTam Brand Positioning • • • •
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“Australia’s Favorite Cookie.” Relationships with few Target chains and international food stores. Achieved a cult-like status among younger demographics in Australia and New Zealand. American tourists have created a buzz for the cookie on social media.
Competitive Expenditure Analysis Please See Appendix Sections 1.1-1.3 for an expenditure analysis of each key competitor.
Listed below is the total share of voice among Pepperidge Farm and their competitors in 2010.
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2010 SHARE OF VOICE BRAND PRODUCT Keebler Keebler : Various Cookies Chips Ahoy Chips Ahoy : Cookies Chips Ahoy Chips Ahoy With Reeses Peanut Butter Cups : Cookies Oreo Oreo : Cookies Oreo Oreo Cakesters : Cookies Oreo Oreo Cones : Cookies Oreo Oreo Double Stuf : Cookies Oreo Oreo Double Stuf Golden : Cookies Oreo Oreo Double Stuf Heads Or Tails : Cookies Oreo Oreo Fudge Cremes : Cookies Pepperidge Farm Pepperidge Farm : Various Cookies Pepperidge Farm Soft Baked : Cookies Pepperidge Farm Soft Baked : Various Cookies
TOTAL 8.548 9.190 1.621 24.636 13.897 0.006 6.160 7.411 1.145 5.676 2.530 5.269 0.299
Pepperidge Farm Current Key Consumer Information Demographics 9
Psychographics
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Media Usage
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Working Women White Ages 45-54 Married with children Live in New England region Homeowners HHI: +$100,000
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Spend money rather than save Interested in ecofriendly products Willing to pay more for quality Eat organic foods Involved in business clubs
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Newspaper Magazine Internet TV programs: Comedy News Cooking FX programs
*Data derives from MRI.
Seasonal & Geographic Factors
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Highest cookie sales in the months of February, September, and December.
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February: Valentine’s Day. September: School begins. Summer body consciousness is over. December: Holiday Season. Lower sales in Summer months
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Body conscious season. Food trends include light and fruity rather than heavy and sweet. Above average amount of TimTam consumers on the East Coast.
Has more Target® stores than any other region (See Appendix Section 1.4). •
Below average amount of TimTam consumers in the West.
Low amount of Target® stores (See Appendix Section 1.4). Warmer climate= More health conscious society.
Pepperidge Farm SWOT Analysis Strengths - Strong brand name. -Top 2% of brands worldwide in brand equity. -TimTam has achieved a cult-like status in Australia and New Zealand. -Access to large distribution channels=Easier to mass market. -CEO promotes creative media planning ideas.
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Weaknesses -Lawsuit over claiming that their cheddar Goldfish were “all-natural” can negatively impact consumers’ trust of the brand. -Do not currently distribute TimTams widely across the USA.
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Opportunities
Threats
-Mass marketing an already beloved product to a new market is a great opportunity to increase sales. -Sales for cookies are highest in February, September, and December. -TimTam’s popularity has moved to the USA via tourists and availability at Target® stores.
-Low cookie sales in summer months. -Warmer climate in the West causes consumers to be more health conscious.
Marketing and Advertising Objectives Marketing Objective Increase Pepperidge Farm’s total cookie sales 12% by September 1, 2015 with the help of launching the TimTam cookie in the US.
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Advertising Objective Increase TimTam brand awareness by 40% by September 1, 2015. Creative Strategy Target Audience
Target Audience’s Media Consumption (MRI+)
• Above average users of: Pepperidge Farm cookies struggle with an “old” brand perception. Considering that TimTam is Primetime Television relatively unique in comparison to the other Daytime Television cookies under Pepperidge Farm, we decided to Magazines target Chocolate Covered Cookie buyers rather Internet than the typical Pepperidge Farm consumer. This • Below average users of: will free TimTam from the Pepperidge Farm brand Internet perception and raise sales by sending our message to an audience willing to buy this type of cookie. Our advertising campaign targets young women, ages 18-24, with a high school
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education or less. These women are employed part-time and have a household income between the range of $20,000$29,999. Our target is married, with children, of Hispanic descent, and is likely living in the Middle Atlantic region. xv
Creative Positioning -
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Exciting, fun, engaging, quality, and high visibility communication efforts to display the Tim Tam brand. We want to make our consumers feel confortable and show them we are a personable brand that can brighten their day. We know everyone has bad days, and we can help! Not in the sense that we are encouraging our consumers to eat their feelings, but instead we are encouraging them to reward themselves. Letting them take a chance to vent, and catch a break. We are giving them their chocolate fix as well as fixing their bad days by reminding them they deserve some alone time. Position Statement: “TimTam is your new favorite cookie, because you deserve it.” Tag line: “We Can Fix That.” Tag line: “We Know When You Need a Fix.”
Connection Opportunity -
The ads are meant to make the consumers feel like they deserve a break and can rely on Tim Tam cookies to brighten their day.
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If they are at home when they see the ad, they will be inclined to make a quick, easy shopping trip to Target to pick up a pack of Tim Tams. If they see the ad when are out of home, maybe on their way back from work, picking up the kids from school, or running errands, it is easier for them to make a pit stop at the nearest Target to purchase Tim Tams for herself and a snack for the kids.
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These ads will remind the consumer that Tim Tam cookies will satisfy them and get them their â&#x20AC;&#x153;fixâ&#x20AC;? for the day.
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Media Objectives -Achieve 75% reach during the key months of our campaign (February, September, and December) with an average frequency of 3. -Reach will range from 50%-75% over the rest of the campaign with an average frequency of 2-3.
Media Strategy
Geographic Coverage 16
Through our data, we discovered that our target market lives predominantly in the Mid-Atlantic Region of the United States. This region is composed of Delaware, Maryland, New Jersey, New York, Pennsylvania, Virginia, and West Virginia. The campaign will be both National and Spot, for we will be launching the product nationally, but want to focus on this spot due to it is where many young Hispanic mothers live.
Image courtesy of www.epa.gov
Scheduling Scheduling Pattern: Pulsing Launch: September 1, 2014 17
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Consumers purchase cookies all year round, but tend to buy less in the summer because they are more body conscious during that season. So, we want to advertise all year round, but increase our efforts in the fall, winter, and spring, particularly during February, September, and December. Due to the high amount of cookie sales in September, we suggest that the campaign launches on September 1, 2014. A plan for the 12-month campaign is included in the Appendix, Section 1.5. A television scheduling strategy is included in the Appendix, Section 1.6.
Media Mix
According to index numbers found in MRI+ Data, our target consumer is an above average user of television, magazines and the Internet (“Chocolate Covered Cookies” MRI+).Our target is a below average user of radio, newspaper, and the Internet (“Chocolate Covered Cookies” MRI+).Due to these findings, we have decided to use a 18
media mix of television, magazines, and the Internet. Below is our suggested media mix and budget allocation for TimTam. Product Network TV Magazines Tim Tam $4,762,105.00
$317,550.00
Outdoor $50,000.00
Internet $200,000.00
Retail
Total
4,000,000
$5,329,655.00
Suggested Print Vehicles Vehicle
Circulation
Relation to Target
Teen Vogue
1,019,487
93% Female readers Median income of 54,070 (meaning
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Seventeen
2,071,395
Brides
317,687
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almost half of readers have income in our target range) 90% female readers 44% readers are women ages 18-24 Median income 52,742 20% readers are Hispanic 93% readers are female Median income 59,499 Median age of 34.6
Suggested Network TV Vehicles Vehicle Big Bang Theory
Rating 5.3
Relation to Targetxvii Number one network TV show among adults ages 18-49 with a female audience population higher than male audience population.
The Voice
4.5
Second highest-ranking network TV show among adults ages 18-49 with a female audience population higher than male audience population.
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Caso Cerrado
7.3
Chocolate covered cookie buyers watch this program higher than average: index of 300.
Suggested Internet Vehicles Vehicle
Relation to Target
Buzzfeed
More women using this site than men. Appealing to Millennials. xviii
Promoted Twitter Account
According to Pew Internet, most twitter users Hispanic/non-white, educated young adults ages 18-29. xix
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48% of 18-34 year olds check Facebook when they wake up.
Out-Of-Home â&#x20AC;˘
â&#x20AC;˘
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Billboards On-the-go Mom mindset Near POP TimTam pop-up medical clinic Increase brand awareness Near POP Enhance social media presence Trade a social media interaction for a TimTam Pop-ups decorated as a chocolate medical clinic will be housed at TimTam retailers. A laptop will be present for shoppers to sign into their Twitter or Facebook and tweet/comment with a reason why they need a #chocolatefix.
Cross Promotion Tim Tams and Dairy Queen •
Shared target audience.
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Women with children.
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Ages 18-34.
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Potential to mix the TimTam cookie into an ice cream treat.
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Opportunity to increase TimTam sales during summer, when cookie saes are lacking.
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Budget Allocation Media Breakdown Medium
Dollars
Television
$4,762,105
Magazines
$317,550
Outdoor
$50,000
Internet
$200,000
TOTAL
$5,329,655
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Campaign Budget Portion
Dollars
Media
$5,329,655
Promotion
$2,000,000
Production
$36,000 $7,365,655
+ END CAP
$4,000,000
TOTAL
$11,365,655
Recommended Media Schedule Flowchart 25
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Recommended Media Mix Flowchart
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Appendix 27
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Section 1.1 This section presents a competitive expenditure analysis for Oreo. Data comes from MRI+. Distribution Product Line Key Positioning Tag Line Peak Ad Consumer spending months Grocery Original Women America’s “Milk’s Jan., MayRetail Stores Doublestuffed College + Top selling Favorite Sept Organic Age 35-44 cookie. Cookie.” Low fat HHI Focuses on Peanut Butter $75,000light, fun, Chocolate $149,999 family Mint Midwest moments. Married White
Section 1.2 This section presents a competitive expenditure analysis for Chips Ahoy! Data comes from MRI+. Distribution Product Key Positioning Tag Line Peak Ad 28
Line Grocery Original Retail Stores Gooey Chewy Chunky Soft Baked
Consumer Women Attended college Age 35-44 HHI 75,000149,999 HHI 50,00059,999 Married Race: other
Edgier cookie â&#x20AC;&#x153;They Go brand. Fast.â&#x20AC;? Humorous advertisements, with nostalgic factors, and adult themes.
spending months Feb. July.
Section 1.3 This section presents a competitive expenditure analysis for Keebler. Data comes from MRI+. Distribution Product Key Positioning Tag Line Peak Ad
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Line Grocery Fudge Retail Stores Shoppe Chips Deluxe Chips Deluxe Rainbow Sandies
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Consumer Women < High school education Age 55-64 HHI 40k49,999 Midwest Married White
Wholesome, focuses on traditional family values.
spending months “Uncommonly July. Aug. Made. Uncommonly Good.”
Section 1.4 The map below is representative of Target stores across the nation.
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Section 1.5 The chart below entails a 12-month scheduling plan for the campaign. 31
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12-Month Scheduling Plan Month September 2014 December 2014 February 2015 October 2014 November 2014 January 2015 March 2015 April 2015 May 2015 June 2015 July 2015 August 2015
Media TV Internet Magazine TV Internet
Out-Of-Home Internet
Section 1.6 The section below focuses on our television scheduling strategy. Television -
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TV will be used in September, December, and February. Ads will be aired during programs that reach a large portion of our audience.
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7 total inserts will be aired in September (3 during The Big Bang Theory, 2 during The Voice, and 2 during Caso Cerrado.) 8 total inserts in December (3 during The Big Bang Theory, 3 during The Voice, and 2 during Caso Cerrado) 6 total inserts in February (2 during The Big Bang Theory, 2 during The Voice, and 2 during Caso Cerrado.)
Endnotes
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i "Pepperidge Farm." Welcome to Pepperidge Farm®. N.p., n.d. Web. 10 Mar. 2014. ii MRI+. iii Schultz, E.J. "Mondelez Plans Big Digital Ad Spending Jump." Advertising Age Digital RSS. AdAge, 18 Feb.
2014. Web. 19 Feb. 2014. iv Kantar Media Inteliigence v MRI+. vi Wong, Elaine. "Kraft Charts New Course For Its Chips Ahoy! Brand." AdWeek. N.p., 23 May 2010. Web. 19 Feb. 2014. vii Wong, Elaine. viii Kantar Media Intelligence. ix Kantar Media Intelligence. x Allen, Kevin. "Keebler Knocks on the #tinydoors of Marketing and Magic." PR Daily News: Public Relations News and Marketing in the Age of Social Media. N.p., 10 Sept. 2013. Web. 19 Feb. 2014. xi "Pepperidge Farm." Welcome to Pepperidge Farm®. N.p., n.d. Web. 10 Mar. 2014. xii "Pepperidge Farm." Welcome to Pepperidge Farm®. N.p., n.d. Web. 10 Mar. 2014. xiii MRI+ xiv MRI+ xv MRI+ xvi MRI+ xvii "TOPTEN ." TVbytheNumbers. Nielsen Media Research, n.d. Web. 17 Mar. 2014. xviii "Buzzfeed Site Info.” Alexa Web Information Company. Amazon.com, n.d. Web. 18 Mar. 2014. xix Bennett, Shea. "Twitter Demographics." Media Bistro. N.p., n.d. Web. 17 Mar. 2014. xx MRI+ xxi "Average Cost of a Prime-Time Television Spot Now $110,000 | Adweek." AdWeek. N.p., n.d. Web. 17 Mar. 2014. xxii "Growth of Target, 1962-2008." FlowingData RSS. N.p., n.d. Web. 19 Mar. 2014.