Financials, Budgets, and Forecasts – Marketing Budget Tostitos Dale De Mari December 4th, 2013
Marketing Action Programs / Calendar Holiday / Seasonal Considerations Strategy 1: Raise Market Awareness Program Name – Print Advertising Tactic – Cosmopolitan Tactic – Better Homes & Gardens Tactic – Sports Illustrated Strategy 2: Drive Local Sales/ Web Presence Program Web Tactic – Facebook Tactic – Twitter Tactic – YouTube
January New Years
February Valentines Day
X
March St. Paddy’s Day
April Easter
May Mother’s Day
June Father’s Day
July 4th of July
August
September Labor Day
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Healthy Snack
Healthy Snack
Healthy Snack
Snack Blog
Snack Blog
Snack Blog
Snack Blog Fiesta Bowl
Snack Blog Fiesta bowl
Snack Blog Fiesta bowl
Healthy Snack Fiesta bowl
Healthy Snack Fiesta bowl
Healthy Snack Fiesta bowl
Promote Google Hangouts Brand Persona Fiesta bowl
Promote Google Hangouts Brand Person Fiesta bowl
Promote Google Hangouts Brand Person Fiesta bowl
October Columbus Day
November Thanksgiving
December Christmas
Super bowl
Super bowl
Super bowl
Super bowl Super bowl
Super bowl
Super bowl Super bowl
Super bowl
Marketing Action Programs / Calendar
Holiday / Seasonal Considerations
January New Years
February Valentines Day
Super bowl Super bowl
Super bowl Super bowl
March St. Paddy’s Day
April Easter
May Mother’s Day
June Father’s Day
July 4th of July
August
September Labor Day
Fiesta bowl Fiesta bowl
Fiesta bowl Fiesta bowl
Fiesta bowl Fiesta bowl
Fiesta bowl Fiesta bowl
Fiesta bowl Fiesta bowl
Strategy 3POP Promotion Program – ISM (In-Store Media) Tactic 1Target Tactic 2 – Wal-Mart
October Columbus Day
November Thanksgiving
December Christmas
Marketing Action Programs / Calendar OBJECTIVE 2 Holiday / Seasonal Considerations
January New Years
February Valentines Day
March St. Paddy’s Day
April Easter
X
May Mother’s Day
June Father’s Day
July 4th of July
August
September Labor Day
October Columbus Day
November Thanksgiving
December Christmas
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Strategy 1 – Gain Market Share Program – Print Advertising Tactic – US Weekly Tactic – People Tactic – Sports Illustrated Strategy 2 – Enhance Web Presence Program – Social Media Tactic – Google Hangouts Tactic – Facebook
Millennial families
Millennial families
Millennial families
Millennial families
Healthy Snack
Healthy Snack
Healthy Snack
Healthy Snack
Healthy Snack
Millennial families
Millennial families
Millennial Families
Healthy Snack
Healthy Snack
Healthy Snack
Healthy Snack
Targeted Ads
Targeted Ads
Targeted Ads
Targeted Ads
Healthy Snack
Healthy Snack
Healthy
Healthy Snack
Marketing Action Programs / Calendar Tactic – Tostitos Snack Chats Strategy 3 – NFL Super Bowl Program – Television Commercials Tactic – History TacticESPN
January Millennial family
February Millennial family
March Millennial family
April Millennial family
May Millennial family
June Healthy Snack
July Healthy Snack
August Healthy Snack
September Healthy Snack
October Healthy Snack
November Super bowl
December Super bowl
X
X
X
X
X
X
X
X
Marketing Action Programs / Calendar OBJECTIVE 3 Holiday / Seasonal Considerations Strategy 1 – Market Awareness Program – Print Advertising Tactic – Sports Illustrated Tactic – Cosmopolitan Tactic – Cosmopolitan Strategy 2 – Brand Persona
January New Years
February Valentines Day
X
March St. Paddy’s Day
April Easter
May Mother’s Day
June Father’s Day
July 4th of July
August
September Labor Day
October Columbus Day
November Thanksgiving
December Christmas
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Celebrate Life Ad
Celebrate Life Ad
Celebrate Life Ad
Collaboration
Collaboration
Collaboration
Celebrate Family
Celebrate Family
Celebrate Life
Celebrate Life
Super bowl
Super bowl
Fiesta bowl Party
Fiesta bowl Party
Fiesta bowl Party
Healthy Snack Party
Healthy Snack Party
Healthy Snack Healthy Snack
Healthy Snack Healthy Snack
Families
Families
Families
Super bowl l
Super bowl
Healthy Snack
Healthy Snack
Party
Tailgating
Program Web Advertising Tactic – Snack Chats / Blogs Tactic – Facebook Tactic – YouTube