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Kashi Pizza
whole grains on a mission
Sarah CampbellAlex Underwood
Kayla PatakKapriatta Jenkins
MCJ 333
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Table of Contents Story Page 2
Summary Page 4
Competition & Current Advertising Efforts Page 5-6
CDI/BDI Page 7
Goal & Strategy Page 8-9
SWOT Analysis Page 10
Demographic & Geographic Page 11
Timing Page 12-13
Marketing Mix Page 14
Medium & Media Vehicle Page 15-17
Creative Brief Page 18-20
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Story
Kashi Company is a brand that was founded in 1984 by Phil and Gayle Tauber
with establishing Kashi Breakfast Pilaf. Their food is all natural and nutritiously based
with different whole grains and seeds, offering a healthy alternative to cereals, snacks and
pizzas. In 1987, they introduced 7 Whole Grains, including whole oats, hard red winter
wheat, rye, barley, long grain brown rice, buckwheat and triticale. They are a company
that is a division of the multi-billion dollar company Kellogg and they brand themselves
as nourishment for people and the planet.
In the same manner, Kashi promotes their pizzas as a healthy alternative to other
frozen pizzas. They use fresh ingredients and are even woodfired. Each pizza has around
15 grams of protein, 10 grams of fiber, and 23 whole grains.
The company currently offers six different pizzas:
• Greek Tzatziki Single Serve Pizza
• Indian Tikka Masala Single Serve Pizza
• Margherita Thin Crust Pizza
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• Mushroom Trio & Spinach Thin Crust Pizza
• Roasted Vegetable Thin Crust Pizza
• Mediterranean Thin Crust Pizza
The objective for our campaign is to grow frozen pizza sales by 15 percent to $40
million by the end of next year. While growing the brand through advertising, we will
also defend the franchise by concentrating ad dollars into a focused media mix. We will
try and dominate the media channels we are advertising in.
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Summary
Brand- Kashi is a company focused on nutrition and promoting a healthy lifestyle
through cereals, snacks, and pizzas. The company recently launched their new pizza line
and is looking to promote this line as well as their overall brand.
Goal- We want to help Kashi grow by 15% in their frozen pizza sales and we want to do
this by expanding their advertising efforts outside of the internet.
Strategy- Through innovative magazine advertisements, we hope to promote Kashi in a
positive light to our target market
Target-
• Demographic- This nationally reaching campaign will be target towards
caucasian women ages 18-54 with children.
• Geographic- National and spot advertisements will be used in this campaign
focusing on cities such as New York, Pittsburg, Boston, San Diego, and Atlanta.
Timing- We will use a unique timing strategy and focus on New Years Resolutions and
how they affect our customers. Our campaign will start in December and have peak
months through the year
Medium- Our campaign will use magazines, net, and spot radio
Vehicles- This campaign will use one national women's magazine called Woman’s Day.
The following stations will have our advertisement broadcasted: San Diego KFMB AM,
New York WINS AM, Boston WBZ AM, Atlanta WSB AM, and Pittsburgh KDKA AM.
Reach- In peak months we have a reach of 80.9 and in months with less of an emphasis
the reach is 66.5
Frequency- In peak months we have a frequency of 4.3 and in months with less of an
emphasis the frequency is 2.3
Cost Per Point- For peak months CPP is $6,761 and in other months CPP is $6,446.
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Competition
Kashi pizza’s largest competitors are the frozen pizza brands including Digiorno,
Celeste, California Pizza Kitchen, Freshchetta, Healthy Choice, Jacks, Lean Cuisine,
McCain Ellios, Mr P’s, Red Baron, Stouffers, Tombstone, Tonys, and Totinos. Our
biggest challenge here is that Kashi offers a wide variety of products, whereas some of
our competitors only sell frozen pizza (i.e. Freschetta, California Pizza Kitchen, and Red
Baron) and that is what their brand focuses on selling. Our advertising efforts will need to
compete with highly established frozen pizza brands. Another challenge is that Kashi is
not the only healthy frozen pizza; we compete with Lean Cuisine and Healthy Choice.
The main selling point with all of Kashi’s products is the health benefits. Only a
few of our competitors focus on this aspect and it is something that we need to continue
to promote. Another company with a healthy pizza option is Lean Cuisine. This company
is a lot like Kashi and has a variety of different healthy options and even includes Weight
Watcher points on all of their packaging. The difference between Kashi and Lean Cuisine
is that Kashi also focuses on the natural aspect of their food. Lean Cuisine’s brand
promotes an overall “healthy” image but the pizza marketing itself does not do anything
else to increase the this mindset in their customers. If we continue this attitude with our
pizza it will go leaps and bounds beyond Lean Cuisine’s pizza.
In comparison to other frozen pizza companies Kashi has a very strong share of
voice with net radio. Kashi has a share of voice of 91%. The only other brands that spend
in net radio are Nestle and Palermo’s Pizza. Net radio is untapped by a lot of the other
companies and therefore we will dominate this media. This is calculated by our spending
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of $2,390,400 on net radio while Nestle is spending $96,300 and Palermo’s Pizza is
spending $130,00.
Current Advertising Efforts
The current advertising efforts for their brand are widespread, including television
ads, business-to-business, newspaper and internet. Their pizza advertising is strictly
Internet, spending $1,973,000 this current year, while spending $31,462,400 on
advertising altogether. As a brand, Kashi uses the tagline “7 whole grains on a mission”
to help promote their healthy lifestyle. They just recently branched out into the frozen
pizza market and since it is a new product the company must increase spending on the
pizza advertising to get the right results for their company.
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CDI/BDI
New York
According to market data, the CDI for New York, New York is 74.9 and the BDI
is 110.3. The brand is high in New York; meaning Kashi is one of the top choices when
wanting frozen pizza. We can increase the category sales for frozen pizza while
advertising for Kashi.
Boston
The CDI for Boston is 85.95 and the BDI is 94.15. The Kashi brand is also high
for Boston, which means we have a competitive edge over our competition, and the
frozen pizza category is at a great average that we can increase with Kashi Frozen Pizza
advertisements.
Atlanta
Atlanta’s CDI is 96.4 and the BDI is 103.7. The Kashi brand is great in Atlanta,
and the frozen pizza category is high. Advertising in Atlanta gives us a great advantage.
San Diego
The CDI for San Diego is 88.6, and the BDI is 113.6. The Kashi brand is also
very high in San Diego, meaning that frozen pizza consumers are thinking of our brand.
The frozen pizza brand is at an average, but with our Kashi’s Frozen Pizza advertising
efforts, that can increase.
Pittsburgh
Pittsburgh’s CDI is 110 and the BDI is 92.85. The pizza category and Kashi’s
brand is doing well in Pittsburgh. Advertising efforts here will be great due to the amount
of consumers interested in frozen pizza and Kashi.
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Goal & Strategy
We want to help Kashi grow by 15% in their frozen pizza sales by expanding
their advertising efforts outside of the Internet. In the past, Kashi only advertised their
pizzas on the Internet while focusing more on their other products rather than allocating
spending towards promoting their frozen pizzas. With a higher budget of $12,000,000
and increased advertising in national women’s magazines and spot radio, we will be able
to increase awareness for the product as well as the overall brand. This will help achieve
the goal by reaching a larger audience nationally, but also concentrating on high-
populated areas that also have a high percentage of Kashi Pizza consumers.
We chose to do an overall national campaign for Kashi because they are
introducing their new healthy pizza product, but we chose specific cities to emphasize our
campaign because they have a high concentration of our target market. Our spot
campaign will be emphasized in New York, Pittsburg, Boston, San Diego, and Atlanta
because according to Google Docs, these are the cities in The United States that had the
highest interest in Kashi.
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With the spot radio, we are hitting higher concentrations of our market that are
willing to buy Kashi products, including healthy pizza. We chose to do our radio spots
during the morning drive and evening drive because of commutes to work. This is so that
we hit we hit that young to middle aged women who are driving their children to school
and driving to work.
In the national women’s magazines, this will best reach our target of 18-54 aged
women precisely, provide a visual of our healthy pizza and be an alternative media to this
campaign to offer variety and to step away from the heavy internet advertising that Kashi
already does. (see charts above)
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SWOT Analysis
Strengths
-Well-known and established brand with loyal
customers
-Healthy reputation which appeals to target
market
-Knowledgeable about products
-Large variety of pizza options
Weaknesses
-Not known for frozen pizza
-Focuses too much on other products
-Weak brand recognition because of new
product
-Marketed to select population of “healthy
eaters”
Opportunities
-New to market, therefore room to grow
-New product development opportunities
-Kashi is a strong company before pizza was
added to their company and will strive with this
addition
Threats
-Competition is experienced in the frozen
pizza market
-Other healthy variations of frozen pizzas
exist therefore, customers may choose other
brands
-Company is not very well-known for pizza
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Demographic
Our demographic is women that are Caucasian aged 18-54, specifically those that have an
income of $50,000+ a year, have families and enjoy a healthier lifestyle. We chose this
demographic because this group tends to spend more money on healthy food and more
prone to promote this lifestyle among their colleagues (See charts below).
Geographic
We decided that the best way to reach people would be a national campaign and spot
campaign. We chose national because Kashi pizza is a brand new and hardly introduced
product, therefore we need to introduce it nationally to increase overall brand awareness
and revenue in that specific category. We chose to do spot campaigns in cities that have
the highest trends for Kashi pizza and also have a high population so that we can reach a
high amount of our target more frequently and directly. These cities are New York,
Pittsburg, Boston, San Diego, and Atlanta.
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Timing
The timing that we chose for this campaign is unique. According to Google
Trends, healthy pizza trends peak in January when New Years Resolutions are in full
force, then as the year goes by, the chart starts to fall as healthy lifestyle changes are soon
forgotten.
We will launch the campaign in December so that our consumers that are in the
market for a healthier lifestyle change will have Kashi at the forefront of their minds
when grocery shopping. Two-thirds of our budget for advertising is going to the first six
months of this campaign because of this very reason. Our campaign starts in December of
2014 and ends in November of 2015. According to Google Trends for the healthy pizza
category, the peak is in January and steadily decreases in trend over the year. It picks up
around May in the year and also around October. We chose to put more of our budget in
December, January, March, April, September and October because those were the
months and surrounding months of the category’s peak time.
Google Trends
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We want to have a lasting effect for the whole campaign, but put more into the
months where we would have better sales. Since the highest peak of the year is in
January, we are starting our campaign in December because we want to start reaching our
audience before the New Year’s Resolutions and weight loss goals begin. Kashi needs to
be at the forefront of their minds while trying to establish a healthy lifestyle and grocery
shop for healthier food. (see chart above)
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Marketing Mix
Product: Kashi Frozen Pizza which includes
Greek Tzatziki Sing Serve, Indian Tikka
Masala Single Serve, Thin Crust Pizza
Margherita, Thin Crust Pizza Mushroom
Trio & Spinach, Thin Crust Pizza Roasted
Vegetable, Thin Crust Pizza Mediterranean
Pizza
Place: Found in any grocery store in the nation
Price: Depending on area of country, price
ranges from $5.99 - $7.99. The
competitions’ price average from $3.97-
$6.97. Totino’s Frozen Pizza is even priced
at $1.97 is priced at $1.99. Kashi’s Frozen
Pizza is on the higer end when comparing
prices.
Promotion: We use “7 whole grains on a
mission” which continues to promote the
healthiness of our pizza. One of our beliefs is
“Nourish People and Planet with Progressive
Nutrition”. We also have a facebook page
dedicated to Kashi coupouns giving different
amounts off of the products, including frozen
pizza.
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Medium
We decided to do multiple mediums to increase our audience. For our mediums, we
chose radio and magazines. This offers multiple ways to get our message to the public
and will gain the most attention from our target market.
Magazines have a share of voice of 48% when we spend $9,212,400. We decided this
was a good amount and would be worth spending advertising dollars in magazines. Our
team also discussed using television but because of its costliness we decided against it.
Also, television is already widely used by our competitors and it made the most sense to
use an untapped media such as radio.
We chose spot and net radio because the share of voice in this section would be very high
for Kashi. Only two other companies use spot radio and with the amount Kashi has a
share of voice of 91% and spend $2,390,400 to achieve this SOV. Other companies spend
around $100,000 each. Net radio is untapped by a lot of the other companies and
therefore Kashi will dominate this media.
Media Vehicle
Magazine
Woman’s Day is a national women’s magazine that has a circulation of 3,311,803
and a target audience of women age 18-54 which makes up 93.4 % of their readership.
(see chart below) It is also one of the top national magazines in America.
We chose this magazine for its prime interest with our market. Because their
market is strictly women in our age range our this magazine will be the perfect
publication to put our advertisements in and will be able to bring in our exact target
market for this campaign.
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National & Spot Radio
We chose the type of stations that are News/Talk/Information directed because it
reaches our target audience with income and has a high index of 169 during 6am-10am.
The share is 1.4 for this type of radio station. There are 3,984 news/talk/information
stations, which is the highest amount of stations across the country (Aribitron data). Since
we are doing spot campaigns in New York, Pittsburgh, San Diego, Atlanta, and Boston,
we will spend more in the talk radio stations in those particular cities. (see chart below).
In we will broadcast on these radio stations San Diego KFMB AM, New York WINS
AM, Boston WBZ AM, Atlanta WSB AM, and Pittsburgh KDKA AM.
According to Ostrow’s model, our desired frequency is 4. For December, our
launch of the campaign and also an example of a peak month, the national and spot reach
is 80.9, frequency is 4.3 with 350 GRPS costing $1,055,100. Our CPM for both spot and
national campaigns for December is $10.22. Our cost per point for both spot and national
campaigns for December is $6,761. For November, the last month of our campaign and
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example of a month with less emphasis and therefore, less of our overall budget. Our
national and spot reach is 66.5, frequency is 2.3, with a total of 150 GRPS costing
$966,900. Our CPM for both spot and national campaigns for December is $9.74. Our
CPP for both spot and national campaigns for November is $6,446. (see chart below)
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J-CUP ADVERTISING AGENCY
CREATIVE BRIEF
CLIENT: Kashi DATE: 11/18/14
CLIENT CODE: 70142134 DELIVERY DATE: 12/02/14
JOB DESCRIPTION: Create a campaign which raises awareness of healthy pizza.
BUDGET: $12,220,200
1. SITUATION:
Kashi pizza is available for anyone looking for an all-natural alternative to contemporary
frozen pizza.
2. OPPORTUNITY:
Healthy lifestyles and ways of eating are more prevalent in the U.S. now more than ever
with people willing to buy new options that promise to be a healthier version of foods
they love.
3. OBJECTIVE:
Increase awareness of the healthy nature of our pizza
Increase overall sales of the frozen pizza category.
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4. TARGET AUDIENCE:
Working, white women ages 18-54. Their salary ranges from $50,000 and above. They
care most about a healthy lifestyle. This audience mostly resides in urban, progressive
cities in the U.S.
5. MEDIA OPPORTUNITIES:
A good portion of the target audience, particularly the lower half, are avid internet users.
This means that digital advertising would accomplish the highest reach. The upper half of
this target consists of an older generation with a much lower internet use. We believe
magazine would be the best choice to achieve the higher reach for this target.
6. COMPETITION:
Competition includes other frozen pizza brands that also offer a healthier alternative as
well, including Digiorno, Celeste, California Pizza Kitchen, Freshchetta, Healthy Choice,
Jacks, Lean Cuisine, McCain Ellios, Mr P’s, Red Baron, Stouffers, Tombstone, Tonys,
and Totinos. Our secondary competition will include other frozen food products that fall
under the healthy eating category such as Lean Cuisine.
7. KEY BENEFIT:
Kashi provides a healthier option to frozen pizzas unlike anything else currently on the
market.
8. SUPPORT:
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All Natural Frozen Pizzas - a new addition to Kashi’s frozen food line. The pizza crust is
made with seven whole grains and our pizzas are topped with real, wholesome
ingredients - things like fire-roasted vegetables, tasty cheeses and all natural chicken.
Kashi All Natural Pizzas are a wholesome and convenient option.
9. TONE AND MANNER:
10. SPECIAL REQUIREMENTS:
The FDA has not decided what they would title “natural food” but Kashi would most
likely fit into what the FDA would consider natural food.
11. STRATEGY STATEMENT:
To convince women ages 18-54 to purchase Kashi frozen pizzas instead of its
competitors because of its nutritional values.