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KELLY TRUITT, LAUREN KLOPFENSTEIN, MARK PLEMMONS, ALEX HOLZWORTH, &
JAKE KENNON
Tim Tam Media Plan
Introduction
Pepperidge Farm was established by Margaret Rudkin in 1937
Pepperidge Farm partnered with Campbell to promote “Australia's Favorite Cookie” known as Tim Tams, in the United States.
Morrison hopes that integrating this new cookie into the product line will help increase Pepperidge Farm sales.
Introduction
Our Plan: To use end caps, internet (social media/SEO),
magazines and modest radio and television advertising to promote Tim Tam cookies.
Challenges: steal customers from other loyal brands specific months of performing well
Situation Analysis
SWOT Strengths:
1. Widely popular in Australia and New Zealand 2. Brand is spreading through word-of-mouth and Internet• 3. Top performer in the Pepperidge Farm cookie family
Weaknesses: 1. Pepperidge Farm is typically more expenses 2. Not advertised well in the U.S.
Opportunities: 1. Popular in the younger demographic 2. Can be cross promoted and sales increase in September,
December, and February Threats:
1. Pepperidge Farm is being outperformed in cookie sales by Nabisco.
2. Increase in prices due to inflationary pressure .
Situation Analysis
Share-of-voice: Cookie category sales exceeded 5.2 billion dollars last
year. $109,286,200 spent on cookie advertising in 2011
~19% increase over 2010 numbers Mondelez International Inc. spent $65,875,500 (60%
of total ad expenditures) Kellogg Co. spent $19,748,200 (18% of total) Campbell’s Soup Co (PF) spent $15,200,000 (14% of
total) Together, the three companies account for 92% of all
cookie category ad expenditures.
Share of Voice
Situation Analysis
Competition: Mondelez International Kellogg Company McKee Foods Corp Lofthouse Foods Snyder's-Lance
Seasonality: Spikes in sales occur in September, December, and
February This is due to higher demand during the back-to-school
season, Christmas, and Valentine's Day. Sales increase by roughly 20% during these times.
Target Market
Our target audience consists of adults, ages 18-24
Justification: 18-24 year olds= 7.5% of Pepperidge Farm cookie sales,
less than any other age group Potential for improvement in awareness in this age group Wildly popular among teenagers and young adults in
Australia & New Zealand. Goal is to introduce younger demographics to the
Pepperidge Farm family of cookies
Target Market Cont.
Psychographic Profiles: Typical Young Adult
Aperture: Sales spike in the months of September, December,
and February Coinciding the back-to-school season, the winter
holidays, and Valentine's Day Advertising should include: displays to catch the eye
of consumers during these times
Objectives
Marketing Objectives: 1. Increase total sales by at least 12% 2. At least 9% of Pepperidge Farm growth must
come out of the hide of competitor’s name brands and private house brands
3. Need to meet the forecast of 18 million in sales for Tim Tam cookies
Advertising Objectives: Attract our specific target audience of 18-24 year olds Launch the Tim Tam cookie nationwide and build
brand awareness
Media Objectives
• Pulsing: combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during our peak selling points (September, November, December, January, and February).
Creative Brief
Key Fact: Cookie lovers across the United States love chocolate Pepperidge Farm cookies, but are unaware of the existence of TimTam cookies because of its age and lack of distribution.
Problem: Customers are having issues finding delicious, designer
cookies of that are handcrafted and of high quality.
Creative Brief Cont.
Communication Objectives: To increase awareness and sales of Pepperidge Farm
TimTam cookies among adults ages 18-25 15% by May 2014.
Tone/Manner: Our advertising should reflect that we pay attention
to every detail and every Tim Tam we package. We want our ads to have a fun, young, trendy yet
upscale feel. They should be colorful, stylish and stand out from
competitors.
Key Advertising Strategies
Online and Social Media
• The internet serves as an extremely viable medium for Tim Tams in that our target audience spends much of their time surfing the web.
• Websites such as Hulu (215 index), IMDb.com (213 index) MTV.com (417 index), Yahoo Answers (259 index) and NBA.com (270 index) are good ad channel prospects.
• Also, almost all 18-25 year olds all have Facebook so that’s also an incredible opportunity for us
Key Advertising Strategies
Magazines Advertising via magazines is a valuable opportunity
for TimTams because the index for heavy users in our target market (18-25 adults) is 122
Cosmopolitan (244 index) ESPN The Magazine (index 231), Game Informer (336 index), Official XBox Magazine (357 index) Seventeen (386 index) and Future Games Group (306 index).
Budget Analysis
Evaluation
Cost efficiency: focus primarily on Internet and print ads
Magazines are so cost efficient because they have a long shelf life, they reach a high volume of people, and they tend to last longer than other forms of media.
Internet can be a considerably cheap medium since the majority of social media accounts are free, so this allows the money saved to be used in other areas.
Our target demographic of 18-24 year olds are constantly plugged into the internet and are also more likely to read a magazine over a newspaper
Conclusion
Tim Tams come in all different shape, sizes, flavors and forms
While all of these flavors are not yet available through Pepperidge Farm, we know with the right following it’s possible to grow the Pepperidge Farm Tim Tam brand in the United States and make it as popular as it is in Australia. All that’s needed is the right Advertising and Media Planning strategy and we’ve got that!