Kashi Frozen Pizza

Media Plan

Angelique Brown-Wiggin, Blake Simon, Ellie Steen,

Jonathan Schmidt

Kashi is a health food brand that is a growing leader in the natural food market. Kashi

seeks to expand its brand by entering the frozen pizza market. Pizza consumption is remaining

steady while the frozen food market is increasing. Upon entering, Kashi will be a small piece of

the market when compared to well known frozen pizza brands like DiGiornio, Tombstone, and

Red Baron. These top brands are well known amongst consumers for being providers of frozen

pizza while Kashi is a foreign brand to the market.

In order to grow, Kashi will need to capture share of the market from these competitors.

As a niche brand differentiating itself as being “healthy” and “natural” Kashi is a contender for

the frozen pizza market. The main marketing challenge is trying to market a frozen pizza as

“healthy” while making it appealing to consumers of frozen pizza. Generally, consumers tend to

think that frozen pizza cannot be healthy or if it is then it lacks taste. Kashi has yet to create any

credibility in this market which further adds to the problem.

Kashi will have to adjust its marketing strategy to fit its new target audience consisting of

frozen pizza lovers who enjoy healthy options. The problem, being the misconception that

“pizza” and “healthy” do not correlate, will be solved through IMC. By adjusting its strategy and

communicating a consistent message, Kashi will accomplish its marketing objective while

upholding its healthy and natural integrity.

By calculating the CDIs for all 8 markets, it can be determined which 5 cities have the

most frozen pizza consumption compared to the others. A high CDI indicates high market

potential for frozen pizza.

CITY % Population % Category Sales % Brand Sales CDI BDI

Atlanta 11.16 13.08 10.97 117 98

Boston 11.94 12.54 10.72 105 90

Chicago 17.36 19.3 16.4 111 94

Fort Myers 2.4 2.61 2.23 109 93

New York 37.64 34.45 39.47 92 105

San Francisco 12.35 9.78 13.07 79 106

Youngstown 1.39 1.84 1.32 132 95

Portland 5.76 6.4 5.82 111 101

The cities with the five highest CDIs include:

● Youngstown (132)

● Atlanta (117)

● Portland (111)

● Chicago (111)

● Fort Myers (109)

Along with the selection of the five highest CDIs, four out of five of the selected cities

turn out to be the lowest in number of households which correlates with expansion. When a

company tries to expand, they don’t want to jump into a populous city with millions of people. In

attempt to test the market and slowly, but surely grow, the chosen cities consist of four of the

lowest number of households. Chicago is also a selected city, being the highest number of

households with a relatively high CDI compared to the other four selected cities.

1. Youngstown, Ohio

● Highest CDI (132) out of all 8 cities

Demographics/Lifestyle:

● Lowest number of households and the highest CDI

● Industrialized city

○ Residents are more likely to be health conscious

Reasoning:

● Primary reason for choosing this city to target is its high CDI. Due to the health

conscious lifestyle, there is a high possibility of citizens choosing the Kashi brand frozen

pizza due to the organic and natural ingredients in the pizza.

2. Atlanta, Georgia

● Second highest CDI (117) out of all 8 cities

Demographics/Lifestyle:

● One of the largest economic cities in the U.S

○ Location to over 75% of Fortune 100 companies

○ Majority of population work long hours

● Second highest number of households (2,258,964 households) of the 5 cities chosen

Reasoning:

● Based on the high CDI, citizens already show that they are very involved in the frozen

pizza market. Most citizens work long hours and may find the need for a quick, healthy

frozen pizza option.

3. Portland, Oregon

● Third highest CDI (111) out of all 8 cities

Demographics/Lifestyle:

● Environmentally-friendly city

○ Focused on green urban planning and development

● Cycling culture

○ Demonstrates an active and healthy lifestyle.

● A major “foodie” scene

○ Chefs use fresh and local ingredients

○ Citizens value fresh and delicious food options

○ People visit food carts for a quick meal on the go

■ Convenient

■ Inexpensive

Reasoning:

● Portland consumers could appreciate the Kashi brand frozen pizza because of its quality

ingredients and its convenience. These consumers also show the need for convenient and

inexpensive food options.

4. Chicago, Illinois

● Tied with Portland as third highest CDI (111)

Demographics/Lifestyle:

● Third largest city in the US

● Highest number of households (3,497,608) of the 5 cities chosen

● Citizens love pizza

Reasoning:

● There are many opportunities for Kashi frozen pizza to enter this market and raise

awareness, not only due to the high population, but also because the citizens of Chicago

already have a huge love for pizza.

5. Fort Myers, Florida

● Fifth highest CDI (109) out of all 8 markets

Demographics/Lifestyle:

● Median home cost is around $143,100,

● Citizens spend time outdoors due to the warm weather

○ staying in shape

○ enjoying a healthier lifestyle

Reasoning:

● The lifestyle in Fort Myers compliments the ideal consumer to which Kashi will want to

market their frozen pizza. This is due to the healthy lifestyle these citizens live in

combination with Kashi brand’s promotion of healthy and nutritious products.

The selected target audience consists of consumers that already eat frozen pizza. The

objective is to convert these frozen pizza consumers to the Kashi brand of frozen pizza and

ultimately to the Kashi brand overall. Initially, the goal is to persuade frozen pizza eaters to try

Kashi pizza. As a result, given that the frozen pizza eater likes Kashi pizza they will be

influenced to try other Kashi brand products. By targeting frozen pizza consumers, Kashi is

entering a larger market with the possibility of gaining more Kashi brand loyalists, successively

increasing the profitability of the company.

Frozen pizza sales totaled $390,700,000 compared to Kashi brand sales which only

totaled $6,707,000. By entering the larger market, Kashi can grow brand sales more

significantly. If Kashi targeted the more narrow market of Kashi brand loyalists, the company

would see less success in entering the market. Kashi brand loyalists may be a market that is

already interested in trying Kashi brand frozen pizza since they’re already aware of the brand;

therefore, advertising efforts do not need to be focused on this group.

Choosing to target frozen pizza consumers over heavy frozen pizza consumers is also

more likely to be a successful approach. Heavy frozen pizza eaters are more than likely already

loyal to one of the established frozen pizza brands. As well, heavy frozen pizza consumers are

less likely to be concerned with the ingredients of their pizza considering they already indulge in

frozen pizza incessantly; therefore, they are less likely to be health conscious. Whereas, the more

general frozen pizza consumers are more likely to be persuaded by healthier choices.

An important factor to consider is the growing health consciousness of consumers. More

people are starting to pay attention to what they’re eating, what is in their food, and the overall

quality of their food. Frozen pizza consumers will eventually begin to grow concerns about the

quality of their frozen pizza and other food items in general (if they haven’t already begun

thinking about it). By targeting the frozen pizza consumer group, Kashi will already be top of

mind when they decide to look for healthier options.

Lifestyle

Frozen Pizza Consumer Category Index

Frozen hot snacks within last 6 months 156

Heavy frozen pizza within last 6 months 195

Heavy vegetarian frozen hot snacks within last 30 days 163

Heavy prepared dinner for children within last 30 days 157

Demographics

Frozen Pizza Consumer Category Index

Parents 120

2 Children in Household 123

3 Children in Household 120

Children 6-11 years old 120

Children 11-17 years old 120

Kashi’s target market consists of parents with families consisting of two to three children

between 6-17 years old. Living the suburban lifestyle, these working parents commute to work

and are often busy traveling back and forth between home, work, and children’s activities.

Frozen pizza makes for an affordable, quick and convenient product that complements their busy

lifestyle. This group is 56% more likely to eat frozen hot snacks and 95% more likely to eat

frozen pizza (both within the last six months). These busy parents are responsible for preparing

dinner for their school-aged children and are often concerned about providing healthy, nutritious

meals.

Media Usage

Frozen Pizza Consumer Category Index

Magazine Quantities I (Heavy) 107

Internet Quintiles (II) 107

Outdoor Quintiles I Heavy 108

While commuting or carting around the kids, Mom and Dad listen to the radio and see

billboards along their route. Together as a family, they watch popular television shows during

prime-time, such as The Voice. Both parents and children are Internet users, often accessing their

favorite apps and games through mobile devices. In the last hour of her day, Mom finds some

“me time” to flip through her favorite magazines: Working Mother or Martha Stewart Living.

The top national frozen pizza brands

position their brands as being cheesy with great

sauce, crust, and taste, which is displayed in the

word cloud to the right. To frozen pizza

consumers, each brand is also seen as being

convenient and easy to make due to the nature of

the product category. Kashi must distinguish

itself as being a healthy, natural option that also

offers all of the same “taste” benefits as the

other brands.

Kashi’s brand positioning statement is:

To frozen pizza consumers, Kashi is the brand

of healthy frozen pizza that delivers wholesome,

naturally delicious ingredients. By maintaining

its image as a health food brand, Kashi’s

position in the frozen pizza market will

differentiate itself from the other frozen pizza

brands.

DiGiornio is positioned as a pizza brand that prides itself off the taste. They provide a

quick, convenient, and authentic pizzeria taste at home. Lean Cuisine is a frozen food brand that

focuses on low calorie, quick frozen foods that help with weight loss. They focus much less on

taste and ingredients and more on weight loss. Healthy Choice brand is positioned as a healthier

convenience option. Not necessarily providing weight loss but a healthier alternative to the

usually unhealthy frozen pizza brands.

The following Ostrow Model is a tool used to determine whether Kashi’s media plan

should emphasize reach versus frequency when communicating to its target audience. Kashi’s

Ostrow score totals +2.6 which signals that the brand should focus more on reach.

Marketing Factors That Affect Frequency

Established brand? The brand is not new, but to the pizza category it is new. -.1

High Market Share? The brand has medium share, low share in pizza category +

.

1

Dominant Brand in Market? Not well-known in the new category +.1

High Brand Loyalty? Strong brand loyalty for Kashi -.1

Long purchase cycle? No, short purchase cycle. +.2

Product used occasionally? Brand could be daily, pizza weekly/occasionally +.1

Need to beat competition? Yes. +.2

Adv. to older

consumers/children?

Not the focus of advertising efforts. +1.

Total +.6

Kashi received a +.6 as a total Ostrow number in regards to the “Marketing Factors that

Affect Frequency”. This number came from the fact that Kashi is a very well established brand,

however, they are not known in the pizza market segment. Kashi does have a very strong

following that will help with the marketing and advertising campaign. Kashi also found that the

product is something that could be used very frequently. It is a product that can be bought

multiple times a week.

Copy Factors That Affect Frequency

Simple Copy? Yes, simplistic. -.2

Copy more unique? Kashi focuses on ingredients, health/taste, clever copy -

.

1

Continuing old campaign? No, new for pizza category +.2

Product sell copy? Image type copy -.1

Single kind of message? Single and simple message -.1

New messages? New for pizza, old/same for brand. -.1

Larger ad units? Currently uses full page magazine ads -.1

Total -.5

For “Copy Factors That Affect Frequency”, Kashi got a -.5. Kashi came up with this

number with the thought that they will retain some of the same messages as a brand, but

introduce a new one with the pizza. Kashi will need to be able to push their newest product in a

market that is mostly controlled by Digiorno.

Media Factors That Affect Frequency

Lower ad clutter in media

mix?

There’s ad clutter everywhere, but can avoid category ad

clutter by advertising in health/fitness magazines

+.1

Compatible editorial

environment?

Fits VALS but pizza may not be as compatible -

.

1

Attentiveness high? Audience is interested but may be distracted by other things

(kids, social media, etc.)

-.2

Continuous schedule

campaign?

Somewhat continuous, but will focus on certain times of

year

-.1

Few media used in media

mix?

Few media currently used, may increase for pizza line. -.1

Opportunities for media

repetition

Few media used which increases opportunities to repeat -.1

Total -.5

Lastly for “Media Factors that Affect Frequency”, Kashi received a -.5. This is very

similar to the one above. Kashi needs media that make the most sense, especially ones that other

frozen pizza brands are not using as much. We will be using platforms and mediums such as TV,

radio, magazines, and billboards.

Total Ostrow Score: -.4 + 3 = 2.6

Kashi’s overall score is a +2.6. Based on the evaluations, Kashi is a brand that will need

to be ready to reach a new market segment. However, Kashi’s advantage is its strong brand

loyalty in the food industry. With the proper use of media and new messages to advertise Kashi’s

frozen pizza, it will convince frozen pizza eaters of other brands to try Kashi’s healthy and

flavorful frozen pizza.

GRPs are the measurement of reach times frequency. The size of the audience to whom

ads will reach can be measured by how many people watch each show, listen to each radio

station, etc. The average number of times a household or person is exposed to a message can also

be measured. The majority of the media used can be measured through different measurement

services like Arbitron and Nielsen. Services like this will be used to make sure the objectives are

met and the GRPs are measured.

Properly reaching its target audience is vital for Kashi’s successful launch into the frozen

pizza market. There are specific media and time spans the brand should take advantage of to

reach the right people. Kashi will maintain a flighting style of advertising with a small amount of

pulsing. There isn’t a specific time of the year when pizza consumption significantly increases,

but there are a few times in the year where the target families could use some help with a

convenient, healthy, and tasteful meal.

With nearly every household owning at least one television, it has become essential for

brands to advertise through the screen that their targets’ eyes spend hours looking at. Television

is a popular vehicle for a variety of brands, especially pizza brands. Since Kashi is just entering

the frozen pizza market, it is best to limit TV advertising and focus on other media. With the

overwhelming clutter of many brands advertising their products or company through a 30 to 60

second clip, it is difficult for Kashi to make an impression with that type of competition.

DiGiorno alone dominates television advertising in the frozen pizza market. Kashi will focus its

television advertising efforts during strategic times of the year and during prime-time television

shows, such as The Voice,when the family is watching together.

Throughout the year, families go through the motions of their daily routine, but when the

holidays or back to school season comes around, stress levels surge. Kashi will advertise through

local and spot television during the 5 weeks between Thanksgiving and Christmas. When coming

home late after holiday shopping, it’s easy and convenient for Mom to pop a delicious, healthy

pizza in the oven rather than spend hours slaving in the kitchen. Time is also essential for Mom

during the back to school season which builds stress as she prepares her children for the new

school year. These busy, stressful peaks of the year are when Kashi needs to push its frozen

pizza and television is one medium that will reach a large amount of the target audience.

During the less stressful seasons of the year, Kashi is advertising in publications that the

mother reads. Her favorite magazines Gourmet, Working Mother, and Martha Stewart Living are

ideal places to inform her of the healthy and tasty pizza her family would love.

When Mom is on her way to work or the store, there are plenty of opportunities for her or

her family to be exposed to Kashi. Radio advertising is not utilized by the other frozen pizza

brands, which gives Kashi a huge opportunity to reach out to its target consumers. While on the

road, listening to the radio, there are a few key stations that the mother and her family tends to

listen to. Hearing the advertisements about Kashi’s natural and delicious pizza puts Kashi top of

mind when the mother is on her mission to buy groceries.

While driving and hearing Kashi’s ads on the radio, parents and children have the

opportunity to be exposed to the visual aid of Kashi billboards on the interstate placed near their

home or the local grocery store. Maintaining advertisements on billboards throughout the year

increases Kashi’s chance of reaching target families. Outdoor advertising is not utilized by

Kashi’s competition, which gives the brand an opportunity to make an impression and to be seen

and heard, loud and clear.

Frozen pizza consumers may be hesitant to buy Kashi’s frozen pizza due to the common

misconception that healthy food products lack the good taste they desire. This “cardboard effect”

is holding back consumers from making the right purchase. To get past this barrier, Kashi will be

featured at grocery stores such as Publix or Costco for free sampling. Kashi will host tailgates at

soccer games and little league games in each of the five cities where Kashi pizza will be offered

as free samples. As well, Kashi frozen pizza will be featured on Giada De Laurentiis’ Food

Network show Giada at Home where she will host a Kashi Pizza Party and demonstrate the

pizza’s naturally delicious ingredients. Through product trial, consumers will get a taste for

Kashi and overcome the “cardboard effect”.

A strategic place for Kashi to advertise is online in attempt to reach its target audience.

With a strong online presence through social media, the brand will reach not only the mother

who buys the groceries, but the children who can ask Mom to buy this new brand of healthy

frozen pizza. Kids have a strong influence on Mom’s buying behavior. As well, by creating a

website specifically for Kashi’s new pizza line the brand is able to reach out to the whole family

providing recipes for mom and interactive games for the kids.