ADV30001 Chobani Australia Media Proposal by Mathisha Mahawalage

Contents Contents 1. Client Information 1.1 Company overview 1.2 Overview of recent promotional activity 1.3 The main three competitors & the current Chobani Media spend (Nielsen data) 1.4 Competitors 1.5 Current Market Analysis 2. Target Audience 2.1 Demographics 3. Communication Objectives 4. Media Objectives 5. Media Proposal & Rationale 5.1 Television 5.1.1 Media consumption Habits - Television 5.2 Radio 5.2.1 Media consumption Habits - Radio 5.3 Digital 5.4 Magazines 5.4.1 Media consumption Habits - Magazines 5.5 Additional Media consumption Habits 5.5.1 Out of home - OOH 5.5.2 Direct Mailer 6. Media Schedule 6.1 Print 6.2 Television 6.3 Radio 6.4 Digital 7. Appendices 7.1 Appendix A - The competitors in the Yoghurt Production Industry Australia 7.2 Appendix B Food attitudes 7.3 Appendix C Media advertising 7.4 Appendix D Media preference 7.5 Appendix E Yoghurt consumers

7.6 Appendix F - Cinema 7.7 Direct Mail 7.8 Magazine readership 7.9 Newspaper readership 7.10 Radio in Melbourne and Sydney 7.11 Television 7.12 Websites - Social Media 7.13 Outdoor 7.14 Appendix G Media expenditure 7.15 Appendix H Indicative media rates 7.16 Appendix I Oztam 7.17 Appendix J GfK 7.18 Appendix K EMMA 8. References

1. Client Information 1.1 Company overview

Founded in 2005, Chobani is an American based company that produces and sells Greek yogurts. The company offers a range of yogurt products, marketing under the brands of Chobani, Chobani Simply 100, Chobani Flip, Drink Chobani, Chobani Kids, Chobani Tots and Chobani mighty oats and ancient grains. After becoming the top selling yogurt in America, Chobani made the move over to the Australian market in 2011. They now distribute products to a range of International markets including the UK, Latin America and Asian countries (Market Line, 2017). The company pride themselves on using real, fresh milk, live and active cultures, fresh fruit and a centuries-old straining technique to craft their products. They are a company that produces premium, healthy but indulgent yogurt (Chobani, 2019).

1.2 Overview of recent promotional activity

Chobani Australia’s recent campaign is ‘Chobani Less Sugar* Greek Yogurt’, which released on February 12th 2019. This campaign was specifically focusing on their less sugar range. This advertisement was executed on many different types of mediums, mainly television and social media (YouTube 2019). Chobani is also known for their campaign ‘Chobani Flip’ which was released on the 9th of April 2018. This campaign had a series of commercials highlighting the ‘magic’ and ‘specialness’ of their yogurt in unique ways. This campaign was executed on television, social media, print. These two campaigns are the most outstanding and recent, when compared to the previous.

1.3 The main three competitors & the current Chobani Media spend (Nielsen data)

Figure 1 | Media Expenditure of Chobani & the main three competitors

Figure 2 | Top Three Competitors Media Expenditure in terms of the Media Category (including Current Chobani's Media Expenditure)

Figure 3 | Chobani Media Expenditure

Figure 4 | The Competitors Media Expenditure

Chobani currently utilises three media categories with the budget of $304,000. 67.4% of the media spending focuses on metropolitan television media while 28.6% of spending is allocated to magazines. The lowest spending, $1200 (3.9%), is focused on the digital media category.

1.4 Competitors

The following companies are the three main competitors in Australia’s Yoghurt Production industry: Competitors

Brands

Parmalat Australia Pty Ltd

● ● ● ● ● ●

Vaalia Pauls Soy Life Tamar Valley Ski Soleil

Lion Pty Ltd

● ● ● ● ● ●

Yoplait Farmers Union YoGo Dairy Farmers Bornhoffen Fruche

Jalna Dairy Foods Pty Ltd Source: IBISWORLD, Yoghurt Production in Australia 2018

(Appendix A - Market Share of the Yoghurt Production Industry Australia) These companies are known to have the most profitable market share within the last few years. Parmalat Australia Pty Ltd has a market share of 23.5%, which is the highest when compared to the other companies within the industry. The second most grossing brand is Lion Pty Ltd who have a market share of 20.4%. The player performance of

Jalna Dairy Foods Pty Ltd have a market share of 13.1%. When compared to the top three competitors within the Yoghurt Production industry in Australia, Chobani’s market share is 12.6%. This displays that Chobani is performing well, in comparison to the major players within the industry. Looking at the top media expenditure of each company, within the Yoghurt Production Industry, it is evident that all four companies including Chobani, have executed digital media as a reliant platform. Many companies are spending large amount of expenditure on Metropolitan Television, Magazine, Radio, Digital and OOH. This shows that these mediums are the most receptive to the public’s awareness.

1.5 Current Market Analysis

According to Nielsen and the George institute, health and wellness aspirations are increasingly influencing shopper grocery behaviours. Several reports have shown that Australians are taking an interest in the sugar and protein content in foods when grocery shopping. In Australia, there has been a 22.3% sales increase for items described as containing protein against 2% of total grocery growth (Karpaviciute, 2018). In terms of sugar trends, research has shown that Australians are taking a higher interest in foods sugar content from not only a health perspective but also in price, most likely since seeing the effect of the UK drinks sugar tax will have on other markets (Karpaviciute, 2018). Neilson and the George institute found nearly 20% of Australians are very concerned about sugar consumption. The households most concerned about sugar consumption are those with people aged 55 years or older and small households of singles or couples without children (Karpaviciute, 2018). Females (37%) are more sugar conscious than males (33%) and concern is highest in major cities, especially Melbourne and Perth (Karpaviciute, 2018). Consumers are also becoming more willing to pay higher prices for low sugar products. More than one fifth of Australian consumers are willing to pay more for low sugar (Karpaviciute, 2018). The trend towards low sugar products appeals to an older audience, while health claims such as organic, gluten-free and lactose-free appeals to younger demographics (Karpaviciute, 2018). In addition to findings relating to nutritional value, a Roy Morgan report has revealed that more Australians are consuming flavoured yogurt. The results show that the 7

majority of Australians aged 14 and over, 13.2 million (71%), consume yoghurt of some kind in a 12 month period; and 11.4 million (61%) consume yoghurt in an average 4 week period (Roy Morgan, 2012). Fruit or flavoured yogurt is most popular, consumed by 52% in a 4 week period, followed by plain or natural yoghurt (36%) (Roy Morgan, 2012). 6.6 million (36%) Australians having consumed natural or plain yoghurt in a 4 week period in 2011, up from 5.2 million (31%) in 2007 (Roy Morgan, 2012). Natural or plain yoghurt eaters are typically more health conscious and pay more attention to ingredients than the average Australian (Roy Morgan, 2012). It is undeniable that there is a growing appreciation and demand for high protein, low sugar and generally healthier food products in Australia’s current food market. The data shows that there is a huge opportunity for manufacturers whose products qualify to claim their protein content on their packaging. As shoppers are continuing to look for products to align with their health interests, nutritional information, specifically protein and sugar content on grocery packs will be a key purchase driver. Ultimately, the relevant nutritional information on their products can give Chobani an advantage that can further increase sales and achieve objectives.

2. Target Audience The target audience of females and males aged 65 and above will be the focus of this report. They were chosen for the media campaign because those aged 65 and above consume high amounts of yoghurt, with 20% of females and 13.7% of males consuming yoghurt daily (Roy Morgan Single Source 2016). Females aged 65 and above will be considered the primary target audience given that 92.7% are the primary grocery buyers of their household compared to the 59.9% of their male counterparts (Roy Morgan Single Source 2016). 68.1% of females and 69% of males aged 65 and above would identify with the Traditional Family Life value segment (Roy Morgan Single Source 2016). A desire for reliability and an aversion to unfamiliarity felt by this segment is consistent with the target audience, where 70.1% and 75.1% of women and men respectively, like to have traditional meals at home (Roy Morgan Single Source 2016). With this in mind, it is likely that the primary and secondary target audience would want a sense of familiarity and consistency in the products they buy. Additionally, the target audience seek out health benefits in their diet. A majority of women (71.7%) and men (68.8%) aged 65 and above restrict the amount of fattening food they consume (Roy Morgan Single Source 2016). Both groups also have a preference for healthy snacks, with 71.2% of women and 61.7% of men aged 65 and

above feeling this way (Roy Morgan Single Source 2016). On the other hand, 80.1% of women and 83% of men aged 65 and above also feel that eating healthy food isn’t necessary if they maintain proper eating habits (Roy Morgan Single Source 2016). This is important to note because women (81.5%) and men (81.1%) in the target audience think they are already in good health (Roy Morgan Single Source 2016). Therefore, it can be inferred that although the target audience feel well, they want to maintain their health through their eating habits. Another attitude to note is that taste is an important factor in the food consumption of around 80.3% of women and 76.9% of men aged 65 and above, and won’t be compromised despite their preference for healthier eating (Roy Morgan Single Source 2016). What yoghurt flavours the target audience prefers could then be assumed from the types of yoghurt they most often consume. According to Roy Morgan Single Source (2016), amongst 36.1% of women and 24.2% of men aged 65 and above ate natural or plain yoghurt in the last 7 days before the survey period. Secondly, 26.8% of women and 21.4% of men in the target audience consumed fruit or flavoured yoghurt in the last 7 days before the survey period. In summary, the target audience of women and men aged 65 and above have a preference for consistent and healthy food products that they like the taste of. They approach these products as a means to maintain their already good health. (Appendix B - Food attitudes) (Appendix E - Yogurt consumers)

2.1 Demographics

Demographics

Information

Primary: Female 65+

● Live in NSW, including the ATC, or VIC (34.9% and 25.3%respectively) ● Don’t have kids to look after (91.9%) ● Retired

Secondary: Males 65+

● Live in NSW, including the ATC, or VIC (34.7% and 24.7%respectively) ● Don’t have kids to look after (58.8%) ● Retired

Value segments ● Majority Traditional Family Life (Females 68.1%, Males 69%) ● Traditional Empty Nesters Source: Roy Morgan 2019, ‘Traditional Family Life - Roy Morgan Research’

Behavioural Product based (usage rate, occasions, loyalty) Yoghurt consumption

Females 65+

● Daily yoghurt consumption (20%) ● Fruit or Flavoured Yoghurt (26.8%) ● Natural or Plain Yoghurt (36.3%)

Males 65+

● Daily yoghurt consumption (13.7%) ● Fruit or Flavoured Yoghurt (21.4%) ● Natural or Plain Yoghurt (24.2%)

Consumer based benefits sought ● Good taste ● Health benefits ● Familiarity and consistency Source:

(Appendix B - Food attitudes) (Appendix E - Yogurt consumers)

3. Communication Objectives ● Increase the target audiences recall of the Chobani products health benefits (natural ingredients, protein, low-sugar) by 10% by May 2020. ● Increase target audience’s association of the Chobani brand with premium, Greek, artisanal yoghurt by 5% by May 2020. ● Direct target audience to point-of-purchase to buy Chobani yoghurt by 3% by May 2020.

4. Media Objectives ● Reach 15% of the target audience through metropolitan television and radio, magazine, and digital advertising by May 2020. ● Achieve frequency of 5 amongst the target audience through the dispersion of metropolitan television, radio, magazine, and digital advertising by May 2020.

5. Media Proposal & Rationale The following media category recommendations are based on the key findings from the data analysis. The main media habits that the target audience is influenced by are metropolitan television and radio outlets.

5.1 Television

Metropolitan television is the highest spend in the media category with Chobani and amongst the competitors. Chobani currently spend $205,000 on metropolitan television. However, we recommend to reduce the media expenditure from 71% to 29% in this category to expand the opportunity to advertise in other media categories. To obtain the highest effectiveness from this media category, we will focus on the audience media habits to maintain public awareness. The target audiences media habits reflect that 85.7% and 86.4% of females and males respectively, always consume television news to keep up to date. Therefore, we recommend the metropolitan television media category to be utilised during the news programmes time slot to effectively reach the target audience. According to Oztam data, channel seven news is the highest ranked media vehicle in the top five cities with 53% audience viewership (NSW and VIC collectively). Channel Nine news was ranked fourth with 61% audience viewership (NSW and VIC collectively). (Oztam, 2019) Among our 65+ target audience, we found that 14.9% and 14.2% of females and males respectively watch Seven News during weeknights and 13% and 12.4% of females and males respectively watch over weekend nights. Additionally, we found 10.2% and 10.4% females and males respectively watch Nine News during weeknights and 8.8% and 9.4% females and males respectively watch during weekend nights (Roy Morgan Single Source 2016). Therefore, the most suitable media vehicles to achieve the highest reach among the target audience is channel seven evening news during both weekdays and weekends and channel nine evening news over weekends.

5.1.1 Media consumption Habits - Television ● Always watch TV news to keep up-to-date (Females 85.7%, Males 86.4%) ● Thinks some TV ads are devious (Females 78.6%, Males 83.5%) ● Often find TV ads more entertaining than the programs (Females 18.3%, Males 19.2%) Source:

(Appendix F - Television)

5.2 Radio Metropolitan radio is one of the lowest media spending categories that is considered to be the most cost-effective way to reach a target audience. We recommend allocating 2% of the media budget towards this media category. The target audience media habits reflect that 44.7% and 40.3% females and males 65+ respectively consider radio as an essential part of their daily routine. Additionally, 71.3% females and 76.9% males listen to the radio in the car. One of the best ways to achieve the objective of frequency for radio listeners is by focusing one of two favourite stations and placing advertisements up to several hours daily. The 65+ age range prefer to consume radio media during breakfast hours as opposed to the afternoon and dinner time range. 38% and 33.4% females and males respectively prefer to use the radio media during weekdays. While 31.4% and 30% females and males respectively prefer to use the radio media during weekends (Roy morgan Single Source 2016). The GFK data has revealed that among the 65+ age range in Melbourne during the breakfast session, 491,000 of the cumulative audience are listening into 3AW station while 471,000 of cumulative audience are listening to smoothfm 91.5 radio station. 3AW has 35.9% and smoothfm 91.5 has 10.3% of share movement in between 65+ age range. In Sydney during the breakfast session, 388,000 of cumulative audience are listening to 2GB radio station while 504,000 of cumulative audience are listening to smoothfm 95.3 radio station. 2GB has 32.9% and smoothfm 95.3 has 6% of the share movements in between the 65+ age range. 78.8% and 78.9% females and males respectively listen to the local news programmes. Therefore, the most suitable media 13

vehicles to achieve the highest reach among the target audience are 3AW, smoothfm 91.5, 2GB and smoothfm 95.3 radio stations within their news programmes.

5.2.1 Media consumption Habits - Radio ● Radio gives them local news and information (Females 78.8%, Males 78.9%) ● Listens to radio on the way to the shops (Females 56.3%, Males 52.9%) ● Radio is an important part of their daily routine (Females 44.7%, Males 40.3%) ● Listens to the radio in the car (Females 71.3%, Males 76.9%) Source:

(Appendix F - Radio in Melbourne and Sydney)

5.3 Digital

The digital media category is recommended because it provides a broad avenue to increase the recall of the health benefits (natural ingredients, protein, low-sugar) of chobani yoghurt. Additionally, it influences consumers to engage with the brand. We recommend to increase the media spending from 4% to 33% to achieve reach and frequency of the audience’s association with the brand. Facebook is Australia’s most widely used social network in early 2019 with over 17.1 million Australians aged 14+ (83%) visiting Facebook in a four week average. YouTube is the second most widely used platform with an estimated 15.3 million visitors in a four week average (Roy Morgan 2019). Amongst our identified target audience, we found that 52.5% of females and 43.3% of males visited Facebook in the last 4 week period. While 34% of females and 43.9% of males visited Youtube (Roy morgan Single Source 2016). The 65+ age range prefer to use the digital media platforms during afternoon hours as opposed to breakfast and dinner time range. 19.6% and 19.5% females and males respectively prefer to use the digital media during weekdays. While 14.4% and 13.7% females and males respectively prefer to use the digital media during weekends (Roy morgan Single Source 2016).

Therefore, the most suitable media vehicles to achieve the communication objectives are Facebook and Youtube platforms. Source:

(Appendix F - Websites - Social media)

5.4 Magazines

The magazine media category currently has a collective of $275,000 value including the three major competitor brands in the yoghurt market. Chobani currently invest in 29% of the media spending on magazines. However, we would recommend to increase the media spend from 43% to 57% in this category. Therefore, maintaining the Magazine media as an essential category to build the frequency to drive the audience to the point-of-purchase. We found that 29.8% and 17.1% of females and males respectively enjoy buying magazines. Furthermore, 92.7% and 59.9% females and males aged 65 and above respectively are the primary grocery buyers (Roy Morgan Single Source 2016). During 12-month period in 2018, Woolworth Fresh magazine had 4,927,000 average issue readership while Coles magazine had 4,270,000 average issue readership (EMMA Print Audience Report 2018). Roy Morgan found that Coles magazine and Woolworths Fresh magazine are the Australia's two most widely read free magazines and 15.8% and 10% Coles magazine and Woolworths fresh magazine respectively readership increased from 2017 to 2018 (Roy Morgan 2019). To build frequency we propose to utilise mass-circulation publications, to reach the same audience over several issues.

5.4.1 Media consumption Habits - Magazines ● Enjoys buying magazines (Females 29.8%, Males 17.1%) Source:

(Appendix F - Magazine readership)

5.5 Additional Media consumption Habits

5.5.1 Out of home - OOH ● Cannot miss billboard signs (Females 55.3%, Males 48.8%) ● Cannot help but notice bus ads (Females 54.2%, Males 48.8%) ● Ads in shopping centres or malls aren’t interesting (Females 73.7%, Males 73.7%)

5.5.2 Direct Mailer ● Letterbox says, ‘No Junk Mail’ (Females 26.6%, Males 27.3%) Source:

(Appendix F - Direct mail, Outdoor) Given that this market segment own their homes and the majority of them are retired, utilising the direct mailers would create the opportunities to not only dominate the media category but also to effectively reach the target audience. Overall we recommend implementing a pulsing media schedule to stretch the current media budget while effectively obtaining a market share.

6. Media Schedule

6.1 Print

Source:

(Appendix F - Magazine readership) (Appendix K - EMMA)

6.2 Television

Source:

(Appendix I - Oztam) (Appendix H - Indicative media rates)

6.3 Radio

Sources:

(Appendix J - GfK)

6.4 Digital

Source: (Appendix F - Websites - Social media)

7. Appendices

7.1 Appendix A - The competitors in the Yoghurt Production Industry Australia

7.2 Appendix B Food attitudes

7.3 Appendix C Media advertising

7.4 Appendix D Media preference

7.5 Appendix E Yoghurt consumers

7.6 Appendix F - Cinema

7.7 Direct Mail

7.8 Magazine readership

7.9 Newspaper readership

7.10 Radio in Melbourne and Sydney

7.11 Television

7.12 Websites - Social Media

7.13 Outdoor

7.14 Appendix G Media expenditure

7.15 Appendix H Indicative media rates

7.16 Appendix I Oztam

7.17 Appendix J GfK

7.18 Appendix K EMMA

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