Transcript TIM TAM MEDIA PLAN Media Planning 3120 Kelsey Runyan, Hannah Heller, Rance

TIM TAM MEDIA
PLAN
Media Planning 3120
Kelsey Runyan, Hannah Heller, Rance
Nix, Hannah Sullivan, Lily Stockton
SITUATION ANALYSIS
 Product Description:
 Cookies are chocolate and combine many different textures.
 Market Description:
 New competitor in category of baking and snacking.
 Product Positioning
 An open opportunity in USA.
SITUATION ANALYSIS: CONTINUED
 Category Competitors:
 Keebler, Oreo Fudge Crème, Oreo, Fudge Shoppe, Who Nu, and Fig Newtons.
 Advertising Period:
 August 2014 through July 2015.
 Seasonality:
 September, December, February.
 Budget:
 $20 million total
 $4 million for End Cap store promotions
 $7 million for magazines
 $6 million for network and cable television
 $1.5 million for internet
 $1.5 million contingency
MEDIA PLAN: OBJECTIVES
 Long-Term
 Increase performance in Campbell’s Global Baking and Snacking division and to
establish Tim Tam as a household name across the country.
 Marketing Objectives
 Increase in total sales by at least 12% over last year’s combined Pepperidge Farm
Cookie sales of $187.4 million.
 $18 million in Tim Tam sales next year.
 9% growth for Pepperidge Farm from the hide of competitor’s name brands and
private house brands.
 Increase sales by 30% during the highest consumption months: September, December,
and February.
MEDIA PLAN: OBJECTIVES CONTINUED
 Advertising objectives
 Achieve 25% unaided brand recall for Tim Tam among target prospects.
 Differentiate Tim Tam cookies from its competitors.
 Integrate the concept of the Tim Tam Slam with the audience.
 Switching a household’s cookie of choice to Tim Tam.
 Media objectives
 Our overall advertising strategy was to flight since the case information specifically
mentioned that a flighting approach during the three key months would be the most
effective way to increase sales.
 In addition, during the key months of September, December, and February we
focused on reach because high reach creates brand awareness.
SWOT ANALYSIS
 Strengths
 Women
 Educated consumers
 Likability in international markets
 Customer loyalty
 Company growth
 Financial strength
SWOT ANALYSIS: CONTINUED
 Weaknesses
 Men
 +45 age market
 Unemployed consumers
 Married, widowed, divorced consumers
 Rising marketing expenditures in the US
SWOT ANALYSIS: CONTINUED
 Opportunity
 Data and research capabilities
 Demographic and psychographic targeting
 Utilization of brand recognition
 Marketing objectives
 In store promotions, coupons, social media, etc.
 International expansion
SWOT ANALYSIS: CONTINUED
 Threats
 Low adoption rates for new products
 Political/economical effects
 Tax increases, market demand, etc.
 Consumer shift toward more affordable alternatives
 Growing concerns regarding snack foods and obesity
 Competitive pricing from other brands
SHARE OF VOICE: TOTAL MEDIUM
EXPENDITURES
11.5%
Milano
Melts
18.8%
Fig Newton’s
7.9 %
Who Nu
11.7%
Fudge
Shoppe
11.5%
Keeble
r
12.7%
Oreo Fudge
Crèmes
25.9%
Oreo
COST EFFICIENCY
 Our media strategies proved cost efficient because given the research in
the target market, magazines prove successful in reaching consumers
and generating sales.
 Second to magazines we designated a chunk of our budget to television.
This strategy is new to Pepperidge Farm but we feel confident that
television is a solid way for us to obtain heavy reach within the target
market.
 Lastly, internet spending was one of our chief concerns. Although our
allotment in this category was only $1.5 million, our target market is
constantly utilizing social media which has the potential to strengthen
brand awareness at little cost or effort to us.
MARKETING CREATIVITY
 For magazines we will focus most heavily on those geared toward women
such as Cosmopolitan,Vogue, People Style Watch, and Family Fun.
 We will also incorporate a few advertisements in men's and general interest magazines
such as National Enquirer, TV Guide, X-Box magazine, and Maxim.
 Based on the MRI data for network television we decided to place our
commercials during programs such as The Office, American Idol, and The
Bachelor in hopes of obtaining maximum reach.
 For cable television, channels such as E!, Food Network, MTV, and Adult swim will feature
Tim Tam advertisements.
 In addition, we broadened the marketing spectrum by incorporating
consumer generated publicity which was earned through Twitter hashtags,
Instagram posts, and Vine recordings. In our profiles we encouraged the
audience to share how they slam.
INSTAGRAM: HOW DO YOU SLAM?