Colgate Frozen Entrees Media Plan Presentation

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