Kashi Kings:Media Plan

Andie Moreno, Kenna Foltz, Seashols Barnes, Madison Baxter, Viktoria Leks

The Problem

Kashi Frozen Pizza has a relatively lower advertising budget than its competitors resulting in low brand recognition.

Although the Kashi brand is well known in other categories such as breakfast foods, its frozen pizza products are generally not well known by consumers and are being out-sold by larger companies whose central or sole focus are their frozen pizza products.

The healthy stereotype that follows the Kashi brand may not serve well in the frozen pizza category since most consumers in this category are not typically highly health-conscious.

Target Audience Objectives

Create awareness within the target market of new product under well-known brand

Maintain brand loyalty within existing Kashi users

Promote benefits of Kashi Frozen Pizza to target market

Target Audience: employed females ages 24-44, household income of $40,000+ with at least a high school degree, health-conscious lifestyle, career-oriented

Rationale/Reasons why: This target audience is more interested in purchasing healthy choice meals for themselves and their families. They are more likely to purchase products with all natural and organic ingredients.

Facts: The majority of indexes in Kashi Cereal, Healthy Choice and Fitness Lifestyle categories are above 100. These indexes show a higher likelihood of use.

Situation Analysis: Target Research

These women are successful and health-conscious and want a meal that is not only tasty, quick, and convenient, but on that also contains healthy natural ingredients. These women live buys lives and don’t always have time to prepare a meal. However, being pressed for time does not mean they skimp out on nutrition and taste. They like brands that are environmentally friendly and socially responsible. You can find them shopping at whole foods or a local grocery store, always making health conscious purchases.  

The health conscious attitude these women have can also be seen in other lifestyle choices aside from food. These women are either starting a healthy lifestyle routine or already have one in place and are continuing to live by it. They actively participate and promote an active lifestyle by incorporating fitness into their every day routines.

Situation Analysis: Market Information

CDI= 23268

BDI= 20728

Markets with the five highest estimated values and with the five highest BDI & CDI

Out of all the cities that have higher BDI & CDI we chose: City CDI BDI EV

Tampa, FL 104 108 1.70%

Detroit, MI 105 105 1.69%

Orlando, FL

100 106 1.31%

Spokane, WA

105 104 0.37%

Tuscon, AZ 103 112 0.39%

Media

Internet

Vehicles: foodnetwork.com, womenshealthmag.com, webmd.com, gourmet.com, self.com

Index Numbers within our target audience: 105, 159, 121

Network TV

Bravo, Style, Lieftime, Foodnetwork, Fit TV, TLC, E!

Index Numbers within our target audience: 99, 69, 99

Consumer Magazines

Self, Women’s Health, Shape, Bon Appetit, People

News & Entertainment had an average index of 112, Women’s magazines had an average index of 107, and Health had an average index of 117.

Radio

Hit music station, Adult contemporary, News shows, Easy Listening

Index Numbers within our target audience: 106, 103, 87

Alternative Media

Promotional Events: Public Sporting Events (Boston Marathon, etc.)

Internet Coupons: Ex: Print this out and receive a discount

Elevator Advertising- malls & office buildings

Former Ads (Background)

http://www.youtube.com/watch?v=qPGEFFkhxmk&feature=related

Strengths Weaknesses

Opportunities

Threats

-Recognizable brand-Sold in a variety of stores-Healthy choice for Frozen Pizza-newer brand that offers natural ingredients-One of the few healthy/natural pizza brands-reasonable price for quality of products-appeals to consumers leading healthy lifestyles

-Consumers have bias opinion on healthy food products-Facing a lot of strong competitors -Won’t have as large of a budget as competitors-Don’t have current advertisement for frozen pizza-Lack of recognition among frozen pizza market

-Opportunity to grow sales as healthy choice pizza brand-Natural food category is growing much faster than regular foods categories-Chance to use other media that competitors are not using in order to gain brand recognition in the frozen pizza category

-Long standing brands that hold large SOV within certain medias-Large competitors with a lot of ad spending power-Having smaller budget than competitors-Other healthy choice brands like: South Beach and Lean Cuisine.

The Solution: Creative Strategy Kashi’s brand logo and slogan are shown

on each product- creates brand awareness and unifies company

Each ad focuses on the healthy aspect of Kashi and the slogan of “7 whole grains on a mission”

Persuades people to eat more healthily with Kashi. Demonstrates that even if consumers doesn’t already eat healthy, they can start at any time. It also demonstrates that if you love eating, Kashi is the brand for you.

Media Objectives

Geographic

Kashi Pizza is distributed nationally in retail stores including both natural food stores as well as conventional grocery outlets. We plan to advertise mainly nationally, with heavy spot advertising in key markets.

Scheduling

Pulsing scheduling plan with emphasis in months of February, March, May, August, September

Reach/Frequency

Natl Goals Reach– 75, Freq- 3, GRP-225

-Spot Goals Reach- 80, Freq- 3, GRP- 240

**Note: Change freq to 4 during months of emphasis

Budget and Cost of Media Plan

Situation Analysis: Creative and Media Background Media Mix:

Current Year: Net TV 0.3%, Spot TV 14.1%, Cable 42.5%, syndication 0, Cons Mags 36.3%, B2B 1.3%, Newspapers 0.1%, Internet 5.3%

Kashi Frozen Pizza Media Mix: Internet 100%

Share of Voice:

Internet 8.81

Total 0.21