Spot TV Buy Media Plan November 2017 - March 2018
Company Background -
Trader Joe’s is a grocery chain with specialty foods and products with an exact 474 store across nation
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Started out as Pronto Markets in 1958 and in ‘67, the founder changed the name to Trader Joe’s
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Buys directly from suppliers to cut costs and save its customers’ money
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Packages innovative, hard-to-find, great-tasting foods under the “Trader Joe’s” name
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Known to have the “Fearless Flyer” which features exclusive seasonal foods and products
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Mantra: great food + great prices = Value
Competitive Analysis Whole Foods -
Has more than 365 stores and seeks to expand to 1,200 in the U.S. alone According to GfK’s MRI+, Whole Food’s highest target audience is 25-34-year-olds with a HH income of $75,000 to $149,999 Kroger
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With nearly 2,800 stores in 35 states under two dozen banners and annual sales of more than $115.3 billion, Kroger today ranks as one of the world’s largest retailers According to MRI+ index, their highest indexed target audience is 35-44-year-olds with a HH income of $75,000 to 149,999. Stop & Shop
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Has a total of 420 supermarket across the nation and its motto: Low Prices and Friendly Service. According to MRI+, Stop & Shop shoppers are 18 to 24-year-old women with a HH income of 20,000
Trader Joe’s Target Audience Data MRI+
Target Market ●
According to GfK’s MRI+, Trader Joe’s high indexed target audience is 25-34-year-old professional men and women who graduated college and have a HH income of $150,000+.
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According to Forbes, targeting an established market of 25-34-year-old millennials will help increase their loyalty.
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According to InfoScout and MRI+, 25-34-year-olds indexed higher than the average population for going grocery shopping frequently at Trader Joe’s.
Media Plan Objective -
Execute a $2 million Spot TV buy from November 2017- March 2018 targeted to 25-34-year-old millennials to promote Trader Joe’s products and spark shopping during the Holiday seasons
Target Market Research MRI+
According to MRI+, 25-34-year-old millennials predominantly watch sports and late night talk/ variety shows. Insight: Deliver commercial during prime time/late night fringe to reach target.
Target Market TV Show Types Key Takeaway: Target 25-34 male and female while they’re watching Sports shows/events and Late Night/Variety Talk shows.
Daypart Rationale
According to the data, 25-34-year-old young adults watch late night TV. Commercials will run during prime time (8pm-11pm) and late fringe (11:30pm- 1am)
Daypart Rationale November: Pulsing advertising because it’s a busy month for holiday shopping (Thanksgiving Day) and it’s a great opportunity to showcase Trader Joe’s special products and boost advertising when it’s getting closer to the important holiday dates. Frequency: Washington: 1-3, Dallas: 2-4 & Salt Lake City: 3-4
December: Pulsing advertising to constantly remind the target about the holiday seasonal products and boost advertising during peak times to showcase Christmas Day and New Years specials. Frequency: Washington: 1-3, Dallas: 2-4 & Salt Lake City: 3-4 *Frequency based on cost per DMA*
Daypart Rationale January: Flighting advertising because even though it’s a break from the holidays, flighting allows a reminder to the target that Trader Joe’s is there when needed. Flighting allows to strategically choose to advertise during key days, such as January 7th, during the Golden Globe Awards in NBC and on January 28th, during the Grammy Awards in CBS. Frequency: Washington: 1-2, Dallas: 1-3 & Salt Lake City: 1-3 February: Pulsing advertising will allow continuous advertising with intense advertising before Valentine's Day. Frequency: Washington: 1-3, Dallas: 2-4 & Salt Lake City: 2-4 March: Continuous advertising to optimize store visits and constantly remind the target to visit Trader Joe's. This is perfect to promote special perishable products! Frequency: Washington: 1-2, Dallas: 1-3 & Salt Lake City: 1-4
DMAs 1.
Washington D.C - 37.1% (672,228) # of stores: 4
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Salt Lake City, Utah- 30.9% (2,995,919) # of stores: 1
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Dallas, Texas - 29% (27,469,114) # of stores: 5
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Based on cities with the highest concentration of 25-34-year-old population and Trader Joe’s stores
Salt Lake City, Utah
Washington, DC
Dallas, Texas
TV Networks
TV Shows
Monday, Wednesday 11:35/10:35c Late Fringe Emmy-winning late night talk show hosted by comedian Jimmy Kimmel. The show features celebrities and public figures. Social media has played an important medium for this show and has increased reach of 18-34-year-olds.
Thursdays 8/7c Prime Emmy-winning show Grey’s Anatomy is currently on its 14th season. It’s a medical drama series that focuses on a group of doctors and interns and their work and personal relationships. Won as the favorite Network TV Drama from People's choice Awards 2015 Target: 18-49-year-olds
TV Shows
Tuesday, Thursday 11:35/10:35c Late Fringe With more than 6 million eyeballs in its first debut 2006, The Tonight Show is highly in demand to the young viewers due Jimmy Fallon’s humor. The talk show features celebrities and public figures.
Mondays, Thursdays & Sundays 7/8c Prime The NFL on CBS is the branding used for broadcasts of National Football League games that are produced by CBS Sports, the sports division of the CBS television network in the US Target: 18-59-year-old male
Special Events
January 7, 2018
March 4, 2018
January 28, 2018
Total Costs & GRPs
Total Costs & GRPs
Total Costs & GRPs
Total Costs & GRPs
Sources