Current Campaign Cardboard No. Delicious Yes. Ads focused primarily on older women “Doesn’t taste like fiber”
SWOT Analysis Strengths Weaknesses
Opportunities Threats Trends
• Multiple product branches • Website
• Cardboard theme • Narrow target market • Increasing awareness of dietary needs • More people trying to live healthy lifestyles • Other popular high fiber products • Social stigma around high fiber products •Increased health awareness •Interactivity in marketing
Objectives Expand target market to Fit Consumers Engage consumer through interactive components Rebrand Fiber One image to emphasize health Increase brand awareness
Target Market Fit Consumer
Fiber One • Mostly Women • 40-50
• More Affluent •College Educated • Interested in Health
• Even Gender Split • Under 50: 23 % aged 18-29 41% aged 30-49
Co-Brand with Smartwater Coupon Promotion- $1.00 0ff any Fiber One product Placed on Smartwater bottles Improve awareness of Fiber One brand within the fit consumer market
Co-Brand with Smartwater Placement • Bottles of Smartwater Budget • $120,000 Metrics • Scanner Data
Print Ad
Print Ad Placement • Women’s Health • Fitness • Parent Magazine Budget • Primary: $2,949,870 (18 placements per year) • Plus Secondary: $6,169,560 (36 placements per year)
Metrics • Website Analytics • Unaided and Aided Recall Tests • Magazine Coverage
Website Splash Page 6 Question Quiz Demographics Fitness Level Most Stressful Meal
Outcomes Fiber Facts Recipes Recommended Products
Website Splash Page Placement • Fiberone.com/ fitfiber Budget • $10,000 Metrics • Website Hits
Event Sponsorship: Start! Heart Walk It's more than a program. It's a movement. American Heart Association’s premiere event for raising funds to save lives from heart disease and stroke Promote physical activity and heart-healthy living
“Walk more. Eat better. Live a longer, healthier life.”
Event Sponsorship: Start! Heart Walk Nearly 350 Events, Nationwide Over 1 million walkers participate Major Cities
Event Sponsorship: Start! Heart Walk Location • 350 walks across the nation Budget • ~ $1 million
Metrics • Registration
Fiber One Girl Scout Cookie Special Edition CookieCobranded with Fiber One Nearly 70% Proceeds retained by Girl Scouts USA 200 Million Boxes sold annually
Fiber One Girl Scout Cookie Placement • Nationwide Budget • R&D-$220,000 • Production-$290,000
Metrics • Order Information
Timeline
Appendix Target Market Demographics Psychographics Consumption Constellation
Component Objectives Smartwater Co-brand Coupon Budget
Print Ad Placements Recent Magazine Schedule
Event Sponsorship Girl Scout Cookie
Budget Distribution
Splash Page Quiz Budget
Current Advertising Spending Total Budget
Target Market Demographics Fiber One 90% Women 85% Married Within 40s or 50s 61% Attended/Graduated College 65.4% Employed Income over $65,000
Have children under 18
Fit Consumer 52% Women
72% Married 64% under 50 37.4% Graduated College Income over $75,000 Have children under 18
Target Market Psychographics Fiber One Body conscious but aspiring to make a change Busy lifestyles: Balancing work and family Primary grocery shoppers
Fit Consumer Health conscious- high priority and spend time managing it Busy lifestyles: less time with family and more time individually
Light excersize incorporated into daily routine
Rarely get sick
Conservative values
Liberal values
Looking good is key value
Target Market Consumption Constellation Fiber One Weight Watchers approved items Jell-O
Stevia Smart Ones frozen meals
Athletic attire
Fit Consumer Organic food
Health products Kashi Smart Balance Lean Cuisine
Home-exercise equipment
Gym memberships or equipment
Pain relievers
Athletic attire
Component Objectives Co-Brand: Smartwater
• Expand market • Brand awareness • Rebrand image
Print Ad
• Brand awareness • Rebrand image
Girl Scouts: Fiber One Cookie
• Brand awareness
Event Sponsorship: American Heart Association
• Expand target market • Brand awareness • Engage consumer
Website: How does fiber fit in your life?
• Engaging consumer
Smartwater Co-Brand Detail Effectiveness measured by: Coupon Efficiency Ratio Incremental Purchases / Total Purchases
Aided and Unaided Recall in Coupon Areas
Other Co-Brand Options Joint Ad Campaign Use of Smartwater’s Celebrity Endorsers
Event Co-Sponsorships Breast Cancer Walk (Expand Smartwater to Fiber One Market)
Large Marathons (Expand Fiber One to Smartwater Market)
Co-Brand Coupon Budget Face Value of Coupon: $1 Number of Coupons: 8,000,000 % of coupons to be redeemed: 5% % of coupons used that would be incremental: 50% Printing and distribution costs: $.01 per coupon Processing costs: $.10 per redeemed coupon
$8,000,000 WORTH OF COUPONS
8,000,000 x 5% = 400,000 COUPON REDEEMED 400,000 x 50% = 200,000 COUPON INCREMENTAL 8,000,000 COUPONS/ 1000 COUPONS = 8000 x $10 = $80,000 COST FOR COUPONS 400,000 REDEEMED COUPONS x $0.10 = $40,000
GENERAL COSTS
$80,000
REDEEMED
$40,000
TOTAL COSTS
$120,000
Event Sponsorship Detail Targets adults (both male and female) 35-54, workers Promotes Physical Activity Target market is busy, therefore less active, don’t have time to “exercise”
Start! Promotes 30 minutes a day of walking to extend life and become healthier
Girl Scout Cookie Detail Plausible due to question on Girl Scouts Website: Q: Who Selects the Cookie Varieties? A: Licensed bakers can offer up to 8 varieties of Girl Scout Cookes; only 3 types are mandatory: Thin Mints, Do-si-dos, and Trefoils. The National Girl Scout Organization reviews and approves all varieties proposed by the bakers. Any of the five optional cookies can be changed every year. Each bakery names its own cookies, so Girl Scout Cookies that are quite similar may have different names. Suggestions for new cookies are welcome, but the national Girl Scout organization can make no promise to use them.
Girl Scout Cookie Distribution
200 million boxes of Girl Scout Cookies are sold in the U.S. every year.
Girl Scout Cookies represent five of the top fifteen varieties of cookies sold in the U.S. annually,
Several goals of the Girl Scouts are: Encouraging girls' healthy living and promoting girl-positive media images; skills in sports, natural recreation
Cohesive with our target market, specifically moms & dads who may have daughters in Girl Scouts or may have friends, gym buddies, or coworkers with daughters in girl scouts. (parents bring those order forms everywhere!) Girl scouts promote healthy living, outdoor activities, and skills in sports for girls, which is why we believe our Fit Consumer will be associated with or be willing to support girl scouts through cookie purchases. 70% proceeds retained by Girl Scouts USA after the producers and bakers are paid.
Gives our fit consumers a more healthy indulgence, guilt free, can still enjoy girl scout cookies (taste, nostalgia, etc.) without drastically sabotaging their diets. Also can support their kids or their friends’ kids and enjoy a comparatively beneficial cookie to the usual Thin Mints or Samoas. Plus limited availability may incite purchases and help our consumers justify their purchase.
By associating Fiber One with the tradition and reputation of Girl Scout cookies, we will be able to generate brand awareness and get Fiber One products into the consideration set of more consumers.
Nearly 2.4 million girl scouts means nearly 2.4 million little marketers and 2.4 individual distributors…even if only 10% (1 out of 10)of Girl Scouts sell a box of Fiber One Girl Scout Cookies, that’s still 240,000 boxes sold!
Fit consumers generally resist trying new things but Girl Scout cookies are nostalgic, charitable, and historic, and being associated with GSC may help Fiber One get a figurative foot in the door.
Girl Scout Cookie Budget
Contact and commission ABC bakers or Little Brownie Bakers to develop a recipe in cooperation with Fiber One, that can deliver 35% of the DV of fiber in a twocookie serving size.
R&D costs: http://annualreport2009.kelloggcompany.com/fh-10K.html Kellogg’s spent 179 mil on new product R&D in 2007 and launched over 40 new products globally, meaning if distributed evenly is nearly $4.5 million invested in the development of each product.
Estimate that a product developed for 3 months with exhaustive distribution and only available through direct order or purchase (no online sales, etc.) will cost no more than a few hundred thousand dollars. If the ordinary Kellogg’s products are expected to have an estimated five-year life span, only $895,000 are spent per year of expected product lifespan. Girl Scout cookies are only available 3 months out of the year (girlscoutshcc.org), so we can estimate 25% of this cost, or about $220,000.
According to girlscouts.org, 30% of cookie proceeds are returned to the baker to cover their costs. This is about $1.20/box. If we can project sales of 240,000 boxes (because we are hoping 10% of scouts sell a box), production costs will be around $288,000 total
Splash Page Quiz Detail Questions
1: Gender 2: Age 3: Weight 4: How many children Age of youngest 5: Fitness level 6: Most stressful meal
Rec’d Products Smartwater More Children/Younger Bars Toaster pastries
Muffins
Fitness Level Low
Medium High
Splash Page Budget
Primary Print Ad Placements Women’s Health Magazine Fitness Magazine
11 Million Audience 92% Female 65% Aged 18-49 $169, 145 for full-page
Parent Magazine
15.3 Million Audience 82.3% Female 88.5% Aged 18-49 $174,500 for full-page
7 Million Audience 74% Female 66% Aged 18-44 $148,000 for full-page
Secondary Print Ad Placements O, The Oprah Magazine
15.6 Million Audience 88% Female 60.7% Aged 18-49 $153,745 for full-page
Cosmopolitan Magazine
18.3 Million Audience 86.2 % Female 86.2% Aged 18-49 $222,400 for full-page
Entertainment Weekly 10.8 Million Audience 59% Female
76% Aged 18-49 $160,470 for full-page
Current Magazine Schedule Product
Magazine
Date
Page #
Fiber One Yogurt
Weight Watchers
Jan 01, 2010
39
Fiber One Yogurt
Weight Watchers
Mar 01, 2010
49
Fiber One Yogurt
Weight Watchers
Jul 01, 2010
29
Fiber One Yogurt
Weight Watchers
Sept 01, 2010
55
Current Advertising Spending Network TV Cable TV
• $3,995,300 • $14,258,900
Spanish Language TV • $10,996,800
Syndication
• $807,800
Magazines
• $439,000
Internet
• $306,500
Total
• $33,504,300
Total Campaign Budget Smartwater Co-Brand Print Ad
Splash Page Event Sponsorship
Girl Scout Cookie Total
• $120,00 • $2,949,870
• $10,000 • $1,000,000
• $510,000 • $4,589,870