Kitchen Entrees
Jeremy Paredes Danny Shepelwich Katie Bowles Emily Gentry Jennifer Martin
Target (Simmons) Column: I often eat frozen dinners. I try to eat a healthy balanced diet. I like to try new products Universe: 13.6 Million
Situation Analysis New Product Launch Colgate is launching a new product in the frozen food category. The frozen entrées are being positioned as health focused and time saving meals.
Category Information (Mintel) Sales of frozen food entrées are forecasted to increase at an annual rate of 4.7% through 2011. This shows that it’s a good time for Colgate to enter this category. There is also a 60% increase in consumers using coupons, and a 55% increase in consumers using circulars and going online for bargains. This is a good opportunity specifically for Colgate, because our target (The Conscious Dieters) are savvy, convenience shoppers who are heavy coupon users.
Demographics: Age: 18-24 or 60+ Sex: Skews slightly female Race: Predominately white Martial Status: Single, Married, Widowed Education: College students/recent grads, and retired The Conscious Dieters 3 main Insights • They are diet experts. • Their busy lifestyles make it challenging to eat healthy. • They are intentional in the way they act and in the way they eat. Media Habits Magazines are their main source of entertainment. They often notice the ads on billboards. They find TV advertising interesting. When in the car, they always listen to the radio. Their 2 highest media quintiles are Cable TV and magazines. Top DMA’s L.A., Dallas, Atlanta
Competitive Analysis (Also see Appendix) Three Main Insights Magazines and TV dominates spending in the category. Even though Colgate’s competitors use a variety of media, they have one media that they focus on and spend most of their media on. The current messaging between the competitors is either focusing on the ingredients or the taste. Colgate has the opportunity to push the convenient factor of their frozen entrées.
Lean Cuisine • Media spend is consistently the highest
($30.8 Million in 2009) • Main media: Network TV • Messaging: Fresh, healthy ingredients
Smart Ones • Media spend in 2009: $8.1 Million
• Main media: National Magazine • Messaging: It tastes better than you think
Kashi • Media spend in 2009: $8.86 Million
• Main media: Spot TV • Messaging: Fresh, and healthy ingredients
Healthy Choice • Media spend in 2009: $4.8 Million
• Main media: Cable TV • Messaging: It tastes better than you think
Media Analysis Media Plan
(Also see Appendix)
Creative Messaging Suggestions Magazines: We suggest Colgate place specific messaging in these magazines during the below months, that are generally tagged as “weight lose season”. This correlates with our strategy that states “Reach them when they are most dedicated to watching their weight”. Fitness & Nutrition & Resolutions: Parade- January USA Weekend- January, April, & May Time- November & December Better Homes and Garden- *sponsor “Lose 5 Pounds Fast” in the Health section Summer Beauty & Getaway: Glamour- May USA Weekend- May
TV Channels: We also suggest teaming with certain TV shows that our target is watching, and incorporate the messaging into the actual show. Lifetime- Integrate our commercial with diet tips during “DietTribe” TBS- Integrate our commercial with diet tips during “Movie and a Makeover” USA- Call out the main character of “Burn Notice” for only having yogurt in his fridge; suggest he stock his freezer with Colgate Frozen Entrees
APPENDIX -
Media Budgets
Competitive Analysis
Lean Cuisine is the #1 spender in the category 2009 Lean Cuisine
$30.8 MM
Kashi
$8.86 MM
Smart Ones
$8.1 MM
Healthy Choice
$4.8 MM
Makes up about 90% of the category
$52.6 MM
Media Mix by Competitor
Lean Cuisine 2% 3%
Smart Ones
25%
Kashi
6%
17% 36%
1%
45%
24%
94%
Healthy Choice
42%
52% 6%
Cable TV FSI Coupon Internet National Magazine Network TV Spot TV Syndicated TV
10%
37%
Overall Share of Voice
The Category is becoming more competitive
2008
2009 9% 34%
66%
17% 59%
15%
Lean Cuisine Healthy Choice
Smart Ones
Kashi
Lean Cuisine 7000 5250 3500 1750 0
Jan Mar May July Sep Nov
Media Spend (000’s)
Media Spend (000’s)
Spending Trends
Smart Ones 6000 4500 3000 1500 0
Jan Mar May July Sep Nov
6000 4500 3000 1500 0
Jan Mar May July Sep Nov
Media Spend (000’s)
Media Spend (000’s)
Kashi
Healthy Choice 3000 2250 1500 750 0
Jan Mar May July Sep Nov
APPENDIX Magazine Group
Newspaper
14
16
Quintiles
Media Plan Radio Drive
19
27
18
Radio All Day 20
17
TV Early and Late 20
18
TV Primetime 16
20
19 27
17
20
18
21
20 23
27
20
20
Quintile 2 Quintile 3 Quintile 4 Quintile 5
21
18
21 21
Quintile 1
21
19
22
22
TV All Day
Cable TV
16
18
Yellow Pages
Outdoor
19
Internet at Home Internet at Work Internet at Home and W 13
5
12 20
15
21 9
19
5
9
21
18
11
19
4
21
20
18
5 18
28
23
12
22
20
12
9
20
13 19
13
15
Cost/CPM Breakdown
Gross Impression
Cost
Avg. CPM
Magazines
3,676 MM
$6,552 MM
$1.78
Cable
3,395 MM
$3,900 MM
$1.15
Radio
272 MM
$1,872 MM
$6.87
Outdoor
1,254 MM
$7,328 MM
$5.85
Coupons
1,780 MM
$4,838 MM
$16.00
$24,491,259
$6.33
TOTAL
10,376,643,894
Reach and Frequency Goals 1 Competition (Light vs. Heavy) Product Life Stage (Old vs. New) Campaign Life Stage (Old vs. New) Message Complexity (Low vs. High) Wear-out Potential (High vs. Low) Clutter (Compatible vs. Neutral) Â
2
3
4
5
6
7
8
9
X X X X X X
7
85%
Frequency Goal
Reach Goal
595 GRP Goal
Schedule
Jan 2
9 16 23 30
Feb 6 13 20 27
Mar 6 13 20 27
Apr 3 10 17 24
May 1
8 15 22 29
Jun 5 12 19 26
Jul 3 10 17 24 31
Au 7 14
ug 21 28
Sep 4 11 18 25
Oct 2
9 16 23 30
Nov 6 13 20 27
Dec 4 11 18 25
Cable Magazine Radio OOH Digital Coupon FSI/Coupon