TV
GUIDE
Must. Have. Wheat Thins
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TV
GUIDE
Must. Have. Wheat Thins Courtney Couture Kacie Flynn Jennifer Gavens Nesara Kishor Huanchao Tang
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Table of Contents Crunch Time . . . . . . . . . . . . . . . . . . . . . 1 Hello, Wheat Thins . . . . . . . . . . . . . . . . . 5 What’s Crackin’ . . . . . . . . . . . . . . . . . 7 Wheat Thins Consumer Objectives . . 8 Media Arsenal . . . . . . . . . . . . . . . . . . . . . 9 Magazine . . . . . . . . . . . . . . . . . . . . . 10 Television . . . . . . . . . . . . . . . . . . . . . 13 Digital . . . . . . . . . . . . . . . . . . . . . . . . 15 Who Is Alice Summers . . . . . . . . . . . . . 17 The Big Bite . . . . . . . . . . . . . . . . . . . . . 21 Cash Bar . . . . . . . . . . . . . . . . . . . . . . . . 25 Magazine . . . . . . . . . . . . . . . . . . . . . 26 Television . . . . . . . . . . . . . . . . . . . . . 27 Wow Mom . . . . . . . . . . . . . . . . . . . . . . . 29 Magazine . . . . . . . . . . . . . . . . . . . . . 30 Television . . . . . . . . . . . . . . . . . . . . . 32
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Crunch Time
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Crunch Time
TV Guide has developed an insightful, strategic and cost effective media plan designed to boost Wheat Thins to the number one position in the U.S. Cracker market.
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Hello, Wheat Thins
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Hello, Wheat Thins Major Competitors
Sunshine (8.32%)= $342 million Nabisco Ritz (7.31%)= $301 million Wheat Thins (6.42%) = $264 million
Market Share
• Wheat Thins takes the 3rd largest market share in the U.S. Cracker market (IBIS World Report). • Wheat Thins has potential to increase share by 2% within 1 year with the help of TV Guide.
Advertising Budget
2009: Wheat Thins = $15.8 million Nabisco Ritz = $34.6 million 2012: Wheat Thins = $18.3 million Nabisco Ritz = $37.8 million
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What’s Crackin’ Main Trend:
The rise of the health-conscious consumer. • This consumer is driving the food industry towards healthy products. • Positive response towards health-positioned products • Increase in market profit from 8.3% (2008) to 9.4% (2013) • Between 2008 and 2010, the “all natural” category increased from 17% to 25%, and the “whole grain” category increased from 15% to 22%. Wheat Thins’ future reformulation will increase its whole grain per serving to 22g.
Other Trends:
• Increase in household disposable income due to economic recovery • Increase in social media engagement and online promotion. 7
Hello, Wheat Thins
Wheat Thins Consumer Observations Middle-Aged Consumers
• Are more likely to report eating crackers in front of the TV. • More than half of 35+ year old respondents choose wheat crackers • Consumers 45+ are more likely to consume crackers overall.
Women
• 53% of adult female respondents choose wheat crackers • Women are more cognizant of health consideration and body image
Heavy Consumers
• Take more factors into consideration when purchasing • Are more likely to be influenced by most type of marketing techniques.
Additional Observations
• Family-oriented values • Ages 19 to 24 are more likely to snack at work or school, not at home. (All data above retrieved from Mintel)
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Media Arsenal
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Media Arsenal: Magazine Magazine
TV Guide magazine has a total audience of 12.8 million, with a rate base of 2 million. Its total readership is 56% female. Thus, women have a high potential to read TV Guide magazine with an index of 126 (MRI). 63% of its magazine readers are in-home readers (MRI).
A 6 month study revealed that the percentage of female Wheat Thins consumers who actually acted upon the ads they saw in TV Guide magazine was significant in number. In fact, 21.9% of TV Guide female readers took action upon seeing the ad; while 51.1% took notice of the ads. This is very important to measure the efficiency of this medium (MRI). 61.7% of female TV Guide magazine consumers choose to read the magazine in their own homes, higher than the magazine’s competitors. For our target group, 6.2% of females age 35 - 39 read TV Guide magazine, as do 10.5% of females 40 - 44, and 11.9% of females 50 - 54 (MRI). 10
Those with HHI $100-150k have the second highest potential to read TV Guide magazine with an index of 115. Essentially, high income translates to an increased likelihood to purchase branded items from the grocery store. Based on HHI, 56% of HHI $75k-100k group have more willing to read printed newspaper. (Simmons) Females are more likely to read hard copies. According to the survey “How often do you read or browse (for personal pleasure, not for work) in following ways”, females have a higher percentage (50%) on “Read a printed magazine” than male (46%). Older consumers are more likely to use hard copies. Female consumers age 35-44 takes 48%, and 44-54 has 47%. Likewise, a HHI of $100k- 150k is 67%. Therefore, HHI $75k+ attempts to read printed magazine (Mintel).
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Media Arsenal: Magazine
Time for reading TV Guide magazine is very insightful. 9:009:59PM is a good time for reading TV Guide magazine (42.9%). Also 6:00-6:30PM (34.6%), 11:00-11:59PM (43.1%), and 12:00-12:59PM (66.7%) have high potential for TV Guide magazine reading (Simmons). Previous examples of advertising by Kraft Foods includes Kraft’s yearlong deal with TV Guide in 2000: in it, Kraft foods employed a bookmark feature using the back-cover gate-fold ad space. The bookmarks, featuring Kraft food brands including Post cereal, Miracle Whip, Kraft Salad Dressing. These ads ran once a month for the entire year.
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Media Arsenal: Television Television
Over the past five years, the television market is the only area of traditional advertising that has not decreased drastically. Though digital media has increased, the dominant medium in United States households continues to be television, ““Television is still the most popular way to watch video despite the growth of sites such as YouTube and Hulu� (Mintel). It is also clear that television ads directed towards consumers have experienced the most reach. Therefore, television remains the leading medium for advertising. In fact, 50% view several television ads daily compared to 29%, who hear several radio ads daily, 23% for billboard ads, 20% for newspaper ads, and 16% for magazine ads (WARC). Between 2009 and 2012, traditional advertising reached $130.5 billion, an 18% increase. This is predicted to steadily increase between 5% and 10% by 2015 (WARC).
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Media Arsenal: Television Consumer viewing of traditional television averages 159 hours per month, whereas video viewing through a DVR is only 26.2 hours. Also, consumers only spend 4.5 hours watching videos during the same time period (TelegraphJournal 2012). TV Guide channel reaches 80 million homes; mainly targeting those 18 to 49, with the median age 37 (AdAge, 2009). A survey of the programs demonstrate an audience that skews towards women. Such shows include Designing Women, Cheers, The Young and the Restless, Airbrushed Beauty, Celebrity Style Story, and Omg! Insider (TV Guide channel). The TV Guide consumer is passionate about television, is an active (rather than passive) engager of media related to TV shows, the industry, and subscribes to the affiliated culture (award shows, holiday shopping, sports seasons). In fact, fans are so passionate that 76% participate in social activities to keep their shows on air. Also, there is a high engagement with television viewing: 50% add 4+ shows to their fall lineup, and many have personalized watchlists online (there are 1 million) (TV Guide Digital Media Kit).
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Media Arsenal: Digital Digital
TV Guide digital is certainly a powerful force for TV Guide; however, it mainly attracts a younger demographic. This is not who we are trying to target. TV Guide Digital began in 2006. “Over the past six years, TV Guide digital’s audience has grown to 24 million a month from 4.6 million, divided almost evenly between men and women. About 45% of users are under 35” (Telegraph-Journal 2012). The mobile app and website are a result of “marrying data, fans and social networks” (Telegraph-Journal 2012). TV Guide.com has 500,000 people who have set up watch lists (Telegraph-Journal 2012), 33% of the audience is 1834; 52% female and 48% male; 35% have HHI of $100K + TV Guide.com reaches 16.5 million people. 5.7 million monthly unique visitors (TV Guide Digital Media Kit).
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Who Is Alice Summers?
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Who Is Alice Summers?
“Between my family and my career I cherish the moments I have to relax and enjoy myself. I rely on TV Guide magazine and TV Guide channel as a stress-free way to get a quick update on TV news and listings, so I can make the most of my free moments. When I’m watching TV, I want a healthy go-to snack that I can enjoy without hassle and without worrying about what my children are eating. I want to pass a healthy snack habit on to them that I can enjoy as well.” --Alice Summers
Profile
Age: 42 Married; Sarah age 6 and Kyle age 9 HHI $80,000 B.S. in Communications at SUNY New Paltz
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Alice Summers is a working mother whose number one priority is her children. Her idea of the perfect life always centered around having a close-knit family, and she, along with her husband Bill, work hard to ensure the best quality life for their two children, Sarah and Kyle. Her day starts early. She is out of the house by 8 a.m., but not before packing her kids’ lunches and dropping them off at school. She wants to be home with the kids after school, so she always leaves work at 3 p.m., picking them up from school on her way back. Between dropping Kyle off to soccer practice, helping Sarah with her math homework, and picking up some groceries for dinner, Alice’s evenings are completely booked.
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Who Is Alice Summers? By the time she has put the kids to bed, it is 9pm. This is when she sinks into the couch and turns on the TV. Because she is used to multitasking, she also picks up the latest issue of TV Guide magazine, and flips through the content to read the latest gossip about her favorite TV stars. While flipping through the pages, she notices the celebrities who are full of youth and whose bodies remind her of herself before she had kids. She feels nostalgic about this time, and also apprehensive of the fact that she is only getting older. She knows she has to eat healthier, but the busy day tires her, and sometimes she just wants to indulge in some guilt-free snacking. Finally, she sees an advertisement for Wheat Thins, which she subconsciously associates as the healthy choice. Alice loves to have something to munch on while she is relaxing, and so instinctively craves Wheat Thins.
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The Big Bite
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The Big Bite Our magazine presents a fabulous opportunity for the typical consumer target to be receptive to the Wheat Thins message. Based on our research, our target falls within the 7.3 million women 18 to 49 who read TV Guide magazine. 5.3 million TV Guide magazine readers are indeed mothers. Importantly, the median age of the magazine readership is 46. Our readers tend to look through the magazine from 6pm to midnight, with the highest concentration between 12 and 12:59 pm. Furthermore, older consumers prefer reading content in hard-copy rather than digital (around 50%). Additionally, it should be acknowledged that “Moms on the go” are more likely to read TV Guide magazine at night. Because of this, we have decided that the most effective way to reach the “Mom-on-the-Go” is through traditional media: magazine and television. With television remaining the leading traditional medium for advertising, it will be an integral component in the media strategy, and will complement the advertising shown in TV Guide magazine. 23
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Cash Bar
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Cash Bar: Magazine Magazine
Wheat Thins would benefit from spending $476,000 on TV Guide magazine (AdSpender).
Option 1:
1 spread ($336,200) 2/3 page vertical ($129,600) This will allow Wheat Thins to integrate their message into the content via native editorials. The 2/3 page vertical will allow for a graphical demonstration for related content.
Option 2:
Second Cover ($203,400) 1/3 Covers x 2 ($188,400) The second cover will allow you to feature Wheat Thins as the main idea for the magazines with one issue per month for the entire year. (Based on 2013 TV Guide magazine rate card)
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Cash Bar: Television Television
Wheat Thins would get the most of TV Guide television advertising by spending $450,000 (AdSpender). The Wheat Thin’s Budget for TV was 4.5 million. We recommend that Wheat Thins should spend 10% of their $450,000 million on TV Guide. Option 1: $100,000/ 30 sec. This will be the highest rate for our highest rating shows, such as Dirty Dancing, which reached 3.6 million adult viewers. Option 2: $75,000/ 15 sec. This will be the highest rate for our highest rating shows, such as Dirty Dancing, which reached 3.6 million adult viewers. (Based on CPM=$34)
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Wow Mom
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Wow Mom: Magazine TV Guide magazine offers the perfect medium for meaningful engagement with the ‘Mom on the Go’. The ‘Mom on the Go’ tends to read the magazine at night, after having sent her kids to bed. This is the perfect opportunity for her to devote some time for herself, and indulge in some of her guilty pleasures of gathering the latest gossip on TV shows and celebrities. Since she is also conscious about the fact that her body has changed since giving birth, she is always subconsciously on the lookout for ideas or products that will allay her fears, or reduce her guilt, about indulging in snack products, which she knows she will indulge in anyway.
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Wheat Thins will utilize a one page spread in the magazine, sponsoring a different feature story each month to showcase the brand. Each spread will discuss different topics that will relate to Moms and their lifestyles. For instance, one week could showcase “Healthy Ways to Indulge in Nighttime Snacking” by discussing different ways in which Moms could eat Wheat Thins while watching their favorite shows. The next week could provide quick, fun recipes using Wheat Thins crackers as a main ingredient that a Mom could make for her kids when they come home from school. The third week could show how Wheat Thins was presented within a television show or seen being eaten by a celebrity.
Execution Examples
MUST. HAVE.
Chocolate Covered Peanut Butter Wheat Thins Recipe Ingredients: 1 Box of Original Wheat Thins Peanut Butter 1 1/4 Ibs. dark chocolate
Directions:
Full Page Spread:
Melt a small amount of chocolate on low heat so it doesn’t get too hot (it runs off otherwise). Spread peanut butter fairly thick on Wheat Thins and cover with another Wheat Thin. Put the peanut butter on crackers first, then prepare the chocolate for dipping. Drop the crackers into the melted chocolate, shake excess off (a fork works well). Place on wax paper on a cookie sheet and set in refrigerator to set faster. recipe adapted from cooks.com
season behind us, it feels so irrelevant. Miller: I really don’t compare myself, but I would be lying if I said I wasn’t consciously trying to do different things. I look at the novels — they’re covered in Post-its for bits of stuff that haven’t been seen yet.
by Bruce Fretts
2/3 Page Spread:
One of Elementary’s stars is misbehaving. No, it’s not Jonny Lee Miller, aka Sherlock Holmes, who is currently upside down on the hit drama’s Queens set, doing handstand push-ups to get the blood rushing to his brain so he can remember the huge chunk of expository dialogue he needs to spit out. And it’s not Lucy Liu (sidekick Joan Watson), who is quietly sitting at a desk with a computer, an iPad, an iPod and a BlackBerry. It’s Clyde, Sherlock and Watson’s pet turtle, who’s having a diva moment. The creature has stopped moving, so it’s quickly replaced by a second turtle — a “stunt Clyde,” as Liu jokingly calls it. “You never really know what’s going to set them off,” Miller says of the turtles. “They can be surly. Just temperamental showbiz turtles, though. I wouldn’t want to besmirch the species as a whole.” Liu defends the animal. “Clyde has been very patient,” she says. “He’s been taken out of a safe environment and he’s got hot lights shining on him.” When TV Guide Magazine put hot lights on Miller and Liu at a photo shoot in a Brooklyn loft several weeks
later, they didn’t shrink into their shells. Instead, they displayed the magnetism that made Elementary last season’s highest-rated new show. “Jonny and Lucy are funny, wildly intelligent and talented people,” says creator Robert Doherty. They agreed to answer burning questions submitted by fans on Facebook and Twitter.
Elementary Season premiere
Thursday 10/10 at 10/9c, CBS
TV Guide Magazine: What made you want to play Sherlock and Watson? Miller: The quality of the script, because I was [against] doing it initially. [Sherlock’s drug-addiction] recovery was a really great dramatic device and an interesting take on an element true to the original books. And a female Watson was extremely interesting. Liu: I was initially very trepidatious as well, because of the history Watson
and Sherlock have in entertainment. I said, “Can you change the names?” Then you don’t have that type of pressure. I sat down with Rob [Doherty], and he convinced me without doing very much — just by being himself. He was open, intelligent, well-spoken and kind. I thought, “This is somebody I can really become a family with.” TV Guide Magazine: Is it daunting to take on such icons? Miller: Absolutely. Especially because there are a few incarnations around currently. All those things can absolutely drive you away — and did. But you don’t think of that. You think about your work: Is the script good? What can I do with it? Are the people making it competent? All of those things sent me screaming, “Yes!”
TV Guide Magazine: The most common question we got from fans was about your relationship on the show. Will it ever turn romantic? Miller: The writers are pretty adamant that shouldn’t happen, and I have to agree. There are some things that must remain with Holmes and Watson. Also, you’ve got to leave room for that tension and possibility, which are so strong in people’s minds. If you take that away, what are you left with? Liu: It’s like going to a nude beach: It’s all there, there’s nothing to see, it’s done. But when you go to an actual beach and people have bikinis on, there’s something more sexual.
So this is a much more interesting dynamic than actually having intercourse and a postcoital scene. This is much more energized. There are some things that have to be sacred, and right now, where we are is where we need to be. TV Guide Magazine: It seems as if some fans think they want it, but they don’t really want it. Liu: They want it and eat it, then they’re not so happy they ate the whole bag of chips. Miller: Or that they took their bikini off on the beach.
MUST. HAVE.
Liu: There’s nothing left to the imagination. Miller: Everything’s unsupported! Liu: [Laughs] I’ve seen you unsupported. It’s not cute.
TV Guide Magazine: Do you compare yourself to other Sherlocks and Watsons? Liu: I haven’t looked at anything else. If I think back, of course I watched the movies, but it was before this show happened. I feel like it’s so different, and now that we have one
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Wow Mom: Television
Wheat Thins should advertise during Primetime and Daytime, and apply more advertisements during peak seasons such as the Winter Holidays and the Emmys/ Award Seasons. Wheat Thins should take advantage of branded on-screen graphics, such as pop-ups, and 30 -second traditional commercials. Wheat Thins can be displayed as a branded on-screen pop-up during programs featuring celebrity-gossip/news such as Omg! Insider. Whenever a popular TV star or celebrity is mentioned as having lost weight, an animated graphic will pop up from the bottom of the screen with the Wheat Thins logo and humorous copy that suggests that the celebrity did so while indulging in Wheat Thins.
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TVGuide Sales 2013