Panera Bread Media Plan

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Leave Behind

FCR Agency

Cindy Karathanasis, Malik Kairouani, Mercedes Rodriguez, John Alawi, Safisha Harris, Zoé Guiraudon, Hnin Aung

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Table of Contents

• Media Objectives……………………………………………………………….3• Competitive Analysis………………………………………………………….4• Situational Analysis

…………………………………………………………..23• Target Information……………………………………………………………39• Recommended Media Selection & Rational…………….………..45• Budget…………………………………………………………………….………..58• Execution………………………………………………………………….……….67• Works Cited…………………………………………………………….………...71• Appendixes…………………………………………………….……………….…75

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Media Objectives

• Within the $25 million budget, create national awareness of Panera Bread for the 2014-2015 seasons.

• Use media that can create awareness and effectively communicate the advantages of buying/using Panera Bread products to adults 24 to 54.

• Following introduction, provide sustaining support throughout each different season Winter, Summer, Spring, Fall).

• Target advertising to all adults 25 to 54 who are previous users/buyers for repurchases and nonusers/buyers of Panera Products products for trial use.

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Competitive Analysis

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Company Profile – Panera Bread

Panera Bread is a chain of bakery-café fast casual restaurants in the USA and Canada. There are over 1,736 store operating under the Saint Louis Bread Company.

Stock Price: $180.92

Mission statement: ” A loaf of bread in every arm”

Variety of product:Hot and cold beverages, bakery, bagels, sandwiches, salads, pastas and soups

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Company Profile - Starbucks

Starbuck is a coffee and tea beverage company founded in 1971.

Stock Price: $70.96

Mission statement: " Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. "

Variety of product:Coffee, Handcrafted Beverages, Merchandised, Fresh Food, Consumer Product, Ready to drink.

Their points of distribution are mostly in urbanized area.

Starbucks had 11,100 stores in the United States as October 2012.

Project to open 3,000+ net new stores in Americas region by 2017.

Advertising and Brand Imaging:•Food sourcing •Sustainability (Ethical Sourcing, Environmental Stewardship, Community Involvement)•Big on Social Media (Twitter campaign)

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Company Profile - Dunkin Donuts

Dunkin Donuts is part of Dunkin' Brands Group, Inc. Bill Rosenberg opened the first Dunkin' Donuts in 1950.

Stock price: $51.67

Mission Statement: "Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”

Values:Honestly, Transparency, Humility, Integrity, Respectfulness, Responsibility, Leadership, Innovation, Execution, Social Stewardship, Fun

Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day.

Advertising:•Their new campaign is heavily based on Social Media to help reinforce their relationship with the customers #MyDunkin •The fun aspect of their value is really present.

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Company Profile – McDonald’s

McDonald's is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day.

Stock Price: $95.15• More than 35,000 restaurants worldwide• 1.8 million employees• More than 100 countries• 80% of restaurant franchisees

Mission: • Continuously improve our social and environmental

performance. • From the beginning a company committed to doing the

right thing. Today, our values continue to be the foundation for who we are, what we do, and how we operate,

McDonald’s Values•Place the customer experience at the core of all we do•Committed to our people•Believe in the McDonald’s System•Operate our business ethically•Give back to our communities•Grow our business profitably•Strive continually to improve

Advertising:• Great market share due to extensive worldwide

advertising and marketing• Strong use of traditional medias, as well as,

significant use of billboards and signage, sponsorship, and sporting events (Olympics Games etc.)

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Company Profile - Subway

Subway is the world’s largest submarine sandwich chain with more than 37,000 locations around the world.

Mission Statement: “Delight every customer so they want to tell their friends- with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience”

Vision Statement: Be the #1 Quick Service Restaurant franchise in the world, while delivering fresh, delicious sandwiches and an exceptional experience.

•Fastest growing franchises in the world, with 40,855 restaurants in 105 countries and territories as of January 1, 2014•It is the largest single-brand restaurant chain and the largest restaurant operator globally.

Advertising:•The majority of advertising happens on national TV during prime time, sports and late programming on major broadcast networks and cable networks•Additional advertising occurs via local markets on TV, radio and print. •Also, uses online social media to bring message closer to consumers

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($000) Newspaper National Newspaper

Outdoor Spot TV NATL Spot Radio

Total

Panera 321.8 640.6 5,305.5 8,575.40 1,777.8 15,846.3

Panera Bread – General PromotionExpenditures Jan – Dec 2011 ($000)

2%

4%

36%

57%

0%

Newspaper

NATL News-paper

Outdoor

Spot TV

NAT Spot Radio

For the fiscal year of 2011 Panera spent most of its media budget in Spot TV and Outdoor Advertising in the year 2011 . Their total budget was $15,846.3.

Ad $ Summary, 2011-2012

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($000) Newspaper Outdoor Spot TV Cable TV NAT Spot Radio

Total

Panera 367.1 7,965.6 9,594 6,016.6 1,032 24,985.3

1%

32%

38%

24%

4%

Newspaper

Outdoor

Spot TV

Cable TV

NAT Spot Radio

The following year they spent 24% of their media budget in Cable TV whereas they did not spend at all in this category in 2011. They are still spending most of their budget in Spot TV and Outdoor Advertising.

Panera Bread – General PromotionExpenditures Jan – Dec 2012 ($000)

Ad $ Summary, 2011-2012

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Starbucks – General PromotionExpenditures Jan – Dec 2011 ($000)


Outdoor Network TV Spot TV Cable TV Network Radio

National Spot Radio

Total

Starbucks 131.70 2,066.90 419.10 10,332.80 1,842 6,881 65.8 648.3 22,387.60

1%

9%2%

46%8%

31%

0%3%Newspaper

National News-paper

Outdoor

Network TV

Spot TV

Cable TV

Network Radio

National spot radio

For the fiscal year of 2011 Starbucks spent most of their media budget on Network TV advertising, spending over 10 million in this category.

Ad $ Summary, 2011-2012

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5%0%

25%

4%

14%

0%1%

46%

6%Magazines

Newspaper

National Newspaper

Outdoor

Network TV

Spot TV

Syndication

Cable TV

National spot radio

The following year Starbucks spent most of their media budget on CableTV advertising. They spent nearly half of their budget in this category. National Newspaper took up a quarter of the budget.

($000) Magazines Newspaper Nationals Newspaper

Outdoor Network TV Spot TV Syndication Cable TV National Spot Radio

Total

Subway 1,229.1 13.7 6,080.4 953.5 5,343.7 13.9 195,217.0 11,353.4 1,517.8 24,722.5

Starbucks – General PromotionExpenditures Jan – Dec 2012 ($000)

Ad $ Summary, 2011-2012

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Dunkin Donuts General PromotionExpenditures Jan – Dec 2011 ($000)

For the fiscal year of 2011 Dunkin Donuts focuses most of the advertising budget on outdoor, like its competitors . This may be due to past success with using outdoor platforms. The next leading category was National Spot Radio.

3% 4%

65%

1%

27%Newspaper

National Newspaper

Outdoor

Spot

National Spot Radio

($000) National News paper

Outdoor Spot TV National Spot Radio

Total

Dunkin Donuts 597.0 9,990 174.0 4,156.1 15,301.7

Ad $ Summary, 2011-2012

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Dunkin Donuts General PromotionExpenditures Jan – Dec 2012 ($000)

($000) Newspaper Outdoor Spot TV National Spot Radio

Total

Dunkin Donuts 255.20 8,557.80 445.60 4,825.70 14,084.4

2%

61%

3%

34%

Newspaper

Outdoor

Spot TV

National Spot Radio

The following year Dunkin Donuts continued to focus most of it’s budget on Outdoor and National Spot Radio advertising.

Ad $ Summary, 2011-2012

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McDonald’s Media General PromotionExpenditures Jan – Dec 2011 ($000)

($000) Magazine Newspaper

Outdoor Network TV

Spot TV Syndication Cable TV

Network Radio

National Spot Radio

Total

McDonalds 1,755.4 593.7 71,534.7 15,479.7 994.8 1,196.8 5,786.2 800.6 3,450.1 101,592

2% 1%

70%

15%

1%1%

6%

1% 3%

Magazines NewspaperOutdoor Network TVSpot TVSyndicationCable TVNetwork RadioNat. Spot Radio

For the Fiscal year of 2011 McDonald’s spent most of their media budget in outdoor advertising. They spent 70% of their budget in this category, followed by Network TV.

Ad $ Summary, 2011-2012

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McDonald’s- Media General PromotionExpenditures Jan – Dec 2012 ($000)


Outdoor Network TV

Spot TV Syndication Cable TV

Network Radio

National Spot Radio

Total

McDonalds 553.3 38.7 76,223.40 56,479 2,270.70 4,516.10 10,700.10

1,234.30 3,280 841,305.6

0% 0%

49%

36%

1%

3% 7%

1% 2% Newspaper

National Newspaper

Outdoor

Network TV

Spot TV

Syndication

Cable TV

Network Radio

National Spot Radio

The following year they continued to spend most of of their budget on advertising. They doubled their spending on Network TV, spending over 30% in this category.

Ad $ Summary, 2011-2012

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Subway Restaurant General PromotionExpenditures Jan – Dec 2011 ($000)

3% 1%

13%

27%

17%

6%1%

10%

20%

2%

MagazinesNewspaperNTL NewspaperOutdoorNetwork TVSpot TVSyndication Clable TVNetwork RadioNat Spot Radio

($000) Magazines Newspaper Nationals Newspaper

Outdoor Network TV

Spot TV

Syndication

Cable TV Network radio

National Spot Radio

Total

Subway 906.5 365.4 4,447.6 8,814.9 5,763.1 2,088.3

195 3,180.9 6,647.0 790.5 32,229.3

For the fiscal year of 2011 Subway, like many of it’s competitors, spent most of their budget on Outdoor advertising. It was then lead by Network Radio with 20% being spent in this area.

Ad $ Summary, 2011-2012

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Subway Restaurant General PromotionExpenditures Jan – Dec 2012 ($000)

($000) Newspaper Nationals Newspaper

Outdoor Network TV

Spot TV

Syndication Cable TV Network radio

National Spot Radio

Total

Subway 248.5 5,532.7 11,108.9 27,713.4 2,578.1

1,296.1 13,534.0 8,877.1 700.4 71,590.0

The following year Subway increased their budget by nearly 45% percent. Unlike in 2011, they decided to spend most of their budget on Network and Cable TV instead of Outdoor advertising. They decreased Outdoor spending by 12%.

0%

8%

16%

39%4%

2%

19%

12%

1%Newspaper

NTL Newspaper

Outdoor

Network TV

Spot TV

Syndication

Clable TV

Network Radio

Nat Spot Radio

Ad $ Summary, 2011-2012

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Media Expenditures Comparison in Dollars - Table

$000/% Panera Bread Starbucks Dunkin Donuts McDonald’s Subway TOTAL

Magazines 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% 0

Newspaper 367.1 2.03% 131.7 0.59% 255.2 1.81% 553.30 0.36% 248.5 0.35% $1,555.8

National Newspaper 0 4.04% 2,066.9 9.23% 0 0.00% 38.70 0.03% 5,532.7 7.73% $7,638.3

Outdoor 7,965.6 33.48% 419.1 1.87% 8,557.8 60.76% 76,233.40 59.72% 11,108.9 15.52% $104,284.8

Network TV 0 0.00% 10,332.8 46.15% 0 0.00% 56,479 36.84% 27,713.4 38.71% $94,525.2

Spot TV 9,594 53.01% 1,842.7 8.23% 445.6 3.16% 2,270.70 1.48% 2,578.1 3.6% $16,731.1

Cable TV 6,016.6 0.24% 6,881.2 30.74% 0 0.00% 10,700.10 6.98% 13,534.0 18.9% $37,131.9

Network Radio 0 0.00% 65.8 0.29% 0 0.00% 1,234.30 0.81% 8,877.1 12.4% $10,177.2

National Spot Radio 1032.2 0.07% 648.3 2.90% 4,825.7 34.26% 3,280.0 2.14% 700.4 0.98% $10,486.6

Syndication 0 0.00% 0 0.00% 0 0.00% 4,516.10 2.95% 1,296.1 1.81% $5,812.2

Total 24,975.3 100% 22,388.4 100% 14,084.4 100% 101,592.0 100% 71,590.0 100% $294,155.3

Ad $ Summary, 2011-2012

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Media Expenditures Comparison in Dollars - Graph

Magazi

nes

Newsp

aper

National

Newsp

aper

Outdoor

Network

TV

Spot T

V

Cable

TV

Network

Radio

National

Spot R

adio

Syndica

tion To

tal0

20000

40000

60000

80000

100000

120000

Panera Bread

Starbucks

Dunkin' Donuts

McDonald's

Subway

Ad $ Summary, 2011-2012

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Analysis

• As expected, McDonald’s spend the most money on media spending in 2012, focusing most of their budget on Outdoor and Network TV advertising

• A total of 36% of the media budget, for both competitors and Panera, was spent on Outdoor advertising

• It is followed by Network TV with 32% of the spending being spent in this category

• Panera spends most of it’s budget on Spot and Cable TV advertising, however, unlike it’s competitors does not spend on Network TV

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Situational Analysis

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• Panera was founded in 1981

• In 1993, the Panera purchased Saint Louis Bread Company, and changed the name to Panera Bread Co. in 1998, it sold off the Au Bon Pain chain (a bakery products fast food brand)

• They branded out with providing fresh, high quality, menu items that are made from natural ingredients and to provide a comfortable premium dining experience at value prices, they have continued to do this and also launched a MyPanera loyalty program which has reached about 10 million followers by 2012. They opened 112 new outlets in 2011 and expected to open another 115-120 in 2012.

• Panera controlled 2% of total fast food value sales in the US in 2012. In 2012 they claimed 8% share of bakery products fast food value sales.

• They partake in the “third place” concept, meaning they have WiFi services and consumers can sit and work, like competitor Starbucks.

• Panera leads US fast casual dining with 21% share of value sales.

Panera Bread History

” Fast Food in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014.

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Market Size

This chart shows us that the market

dominated by fast food industry has

increased, although not significantly, from

2007 to 2012.

“Consumer Foodservice in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014.

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Panera opened 114 new outlets in 2012 and

planned to continue at the same rate for 2013.

Also, rather than offering single franchises, Panera

develops and sells market areas that require a

franchise developer to open a number of units in

a given region. We can tell the West is lower than

other regions because McDonald’s, Dunkin

Donuts, Subway and Starbucks are the biggest

players. McDonald’s is the biggest player in the

fast food industry, Dunkin Donuts and Starbucks

are the biggest players in specialty beverages, and

Subway is specialized for nutrition and fresh food.

Geographic Sales Distribution

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From 2007 to 2012 we can definitely see an increase in Panera’s Brand Shares.

Market Share

“Consumer Foodservice in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014.

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By dividing Panera’s total revenue by the fast food industries total revenue allows us to figure out that Panera dominates 40.63% of the Market Share in 2012 .

McDonlalds 35,600,000Subway 12,100,000Starbucks 10,600,000Wendy's 8,600,000Burger King 8,587,000Taco Bell 7,478,000Dunkin' Donuts 6,264,200Pizza Hut 5,666,000Chick-fil-A 4,621,100KFC 4,459,000Panera Bread 3,861,000Sonic Drive-In 3,790,700Domino's Pizza 3,500,000Jack in the Box 3,084,900Arby's 2,992,000Chipotel Mexican Grill 2,731,200Papa John's 2,402,400Dairy Queen 2,300,000Popeyes Louisiana Kitchen 2,253,000Hardees 1,900,000Panda Express 1,797,400Little Ceasars 1,684,000Whataburger 1,476,800Carl's Jr. 1,400,000Jimmy John's 1,262,800

Five Guys Burgers & Fries 1,082,700Zaxby's 979,300Church's Chicken 869,900Bojangles 864,500Steak 'n Shake 857,500Culver's 838,800Quiznos 838,000Papa Murphy's 738,000Long John Silvers 723,000Checkers/Rally's 696,900White Castle 618,500Del Taco 607,900Qdoba Mexican Grill 583,200Jason's Deli 578,900Krispy Kreme 569,400El Pollo Loco 563,000Boston Market 559,000Tim Hortons 532,200In-N-Out Burger 528,000Baskin-Robbins 510,000CiCi's Pizza 505,000Captain D's 467,100Moe's Southwest Grill 452,000Wingstop 450,900Jamba Juice 450,000

Total Sales in Fast Food Industry 2012 ($amount)

” Fast Food in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014. (23, 27, 40)

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Food and beverages are associated with seasonal changes. The changes of the seasonal inspired flavored food and drinks bring unique opportunity to

sales only during that season. Panera makes sure to fuel consumer excitement with seasonal offerings. Panera’s ongoing menu strategy involves putting out products 3-4 times a year, specifically around holidays and season

changes. For example: Panera Bread: For fall season Pumpkin Pie Bagel and for winter, Starbucks: Peppermint Mocha

Seasonal Effects

Euromonitor International 2014

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Price Effect

• People are now more concerned about eating healthy and are willing to pay more for healthier food.

• In 2010, Panera launched a non-profit program: Panera Cares. It is a program which allows consumers to “pay what they can, donating what they wish.” It has yet to be successful, it was estimated that 20% of visitor left more, 20% left less, and 60% left the recommended amount.

• Panera was able to remain strong during the recession because consumers traded down from other higher-priced categories in 2009-2010. They sought high-quality food and experience for value prices and Panera was able to provide. They focused more on quality and innovation, rather than discounting prices, so they were able to keep their revenue steady.

• Panera led the US fast casual dining with 21% share of value sales.

Euromonitor International 2014

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Distribution Channels

• Company-owned and franchise-operated bakery-cafe locations in 42 states, the District of Columbia, and Ontario, Canada. Panera operates under the Panera Bread, Saint Louis Bread Co. and Paradise Bakery & Cafe trademark names.

• Located in urban, suburban, strip mall, and regional mall locations. The Company operates in three business segments:

a) Company bakery-cafe operationsb) Franchise operations c) Fresh dough and other product operations

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Distribution Channels

Manufacturer:

SIGMA

Manufacturer: Fresh Dough Facility

Franchise:

Panera

Customer

Provides Panera with soups, cold products and dry products. An exclusive distributor for Panera.

Provides the dough for Panera bread restaurants.

Each Panera receives the products in order to prepare and sell at their restaurants.

Any person purchasing and receiving products from Panera Bread restaurants.

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Panera’s Products Categories

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Panera’s Products Categories

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Menu Variation

• Today’s Soup -> Change everyday of the week

• Seasonal New products

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• New menu structure:

Group items by price point and allow customers to choose menu items as a half portion or a whole portion, with the number of calories associated.

• Panera Recipes available on the website

Menu Variation

“Live Consciously. Eat Deliciously.”

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• Launched in late February 2013• Developed in partnership with Chicago based agency, Cramer-Krasselt• Focuses on promoting company values and philosophy• Panera Cares Community Café – Non-profit donation based restaurants• Web, TV and Print advertising• $70 million dollar budget (30% higher than previous year)

Advertising & Media Analysis

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“Make Today Better”

• Launched in late June 2011• $40 million dollar budget• Focuses on the brands positioning- fresher bread and product, and a more comfortable environment• First major TV campaign, also included radio, billboards, digital marketing, social media• My Panera- loyalty program, which also helps promote seasonal products

Advertising & Media Analysis

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Target Information

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Target Demographic Profile

Simmons One View

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Target Demographic Profile The typical Panera consumer is mostly women with a relatively high income, they are educated and Caucasian for the most part. Further research on Simmons One can help us conclude that • Health and Well Being (Appendix 1)40.3% of Panera consumer are “Weight Reformers.” This is to Panera’s advantage because they can present themselves as the healthy and quick alternative to these consumers. • Food Life Style (Appendix 2)What comes out of this chart is, again, Panera consumer appreciates food. The majority, 77.6% represent a consumer that is trying to make a healthier lifestyle but adhere to fast food because of their busy lifestyles.

These graphs also gave us an idea of Media usage: • TV Product Placement (Appendix 3)This section is half- half. Half of the consumer actually cares about, have a strong connection and are devoted to TV placement product. The other half is indifferent people about TV placement and for 25.8% it actually does the opposite of the intended effect.

• Movie Product Placement (Appendix 4)The two bigger segment for Movie product placement are first Noticers (34.7%) they are devoted to the movie and notice branded goods, however it will not necessarily influence their shopping behavior. The emulator (28.8%)

however have a strong connection to the branded product. Knowing this it might be a good idea to use movie branded content in our media plan.

• Technology Adoption (Appendix 5)Most of Panera consumers are technologically savvy. 23.8% say that cannot live without the internet and their technological gadgets, 22.1% say that technology is important in their, and although it helps them manage their busy lifestyles, it is not a major factor.Finally, 47.1% say that even they are not good at it they are willing to learn and to incorporate new technology in their lives.

• Mobile World (Appendix 6)

Almost all the Panera consumers own a cell phone. They are segmented in 6 categories with 3 big ones:1. The Mobile Professionals (27.7%) are more

likely to own a smartphone because they really use all the feature. It has become a essential tool in most part of their life.

2. The social connectors (25.7%) communication is essential in their lives; smart phones help them stay connected.

3. Pragmatic Adopters (23.4%) cell phones have come become an everyday use of adults and are more functional than entertaining.

ConclusionPanera, with its App and its social media campaign are on the right track because their target audience is responsive to it.

Simmons One View

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Target’s Food Habits

• We can conclude that Panera’s consumers tend to make healthier choices when it comes to food because they are concerned about their weight.

• We also see that Nutritional element, freshness and the absence of artificial additives are important factors in their choice

Panera Consumer 25 -54

Simmons One View

• Panera’s consumers are snackers; this gives us insight on the portion size.

• They like to try new products, so menus must be updated regularly with new and innovative products.

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Media Usage of The Target Market

Panera’s consumer are: Index

More likely to be Heavy user of Internet 120

More likely to be Heavy user of Outdoor 119

More likely to be Heavy user of Magazines 112

More likely to be Heavy user of Newspaper 111

More likely to be light user of TV 106

More likely to not use Radio Below 100

Adult who have visited Panera in the last 6 month:

MRI

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Media Usage of The Target Market

Adult who have visited Panera in the last 6 month:

Mediamark Research, Inc. Mediamark Internet Reporter. The Henry Birnbaum Lib., Pace U, New York, NY. 17 Mar. 2014.

Total '000 Proj '000 Pct Across Pct Down Index

WEBSITE iVillage.com 586 136 23,3 0,6 223LivingSocial.com 7782 1741 22,4 7,2 214Groupon.com 16588 3517 21,2 14,5 203Tripadvisor.com 7295 1481 20,3 6,1 195Orbitz.com 10418 2035 19,5 8,4 187About.com 6713 1287 19,2 5,3 184MAGAZINES Real Simple 7602 1897 25 7,8 239Chicago Tribune (Sunday) 2002 496 24,8 2 237New York Magazine 1740 408 23,5 1,7 225Washington Post (Sunday) 1522 339 22,2 1,4 213Runner's World 2521 548 21,7 2,3 208Conde Nast Traveler 3314 712 21,5 2,9 206CABLE Palladia HD 2386 435 18,2 1,8 175HGTV (Home & Garden Television) 42685 6883 16,1 28,4 155Style 9930 1569 15,8 6,5 151DIY (Do It Yourself Network) 16831 2588 15,4 10,7 147E! (Entertainment Television) 31769 4546 14,3 18,7 137Bravo 31205 4329 13,9 17,8 133

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Recommended Media Selection & Rational

46

The Media Selection

Cable Magazine Newspaper The Internet

Social Media

47

Internet Advertising Rationale• We decided to allocate $2.521 million of our $25 million budget to internet ads

• We decided to advertise on internet radio websites Pandora and Spotify because a large portion of adults 25-54 are using this non-traditional radio method at work, home and through smartphones. We believe this a great way to reach out target.

• We also chose Hulu and Youtube because we would be able to deliver our message with our target through visual and audio commercials. Our target audience is also a frequent users of this media.

• We decided to advertise on online

news sites like NYT, WSJ, and CNN because our target audiences are frequent users of these websites and seeking their news not only on print but online.

• We decided to also advertise on travel websites because our target audience are frequent users of these. We chose to advertise on the top three traveling websites – TripAdvisor, Orbitz and Expedia.

"Banner Advertising and Other Advertising Methods." Banner Advertising and Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr. 2014.

Guttelle, Sam. "The Average YouTube CPM Is $7.60, But Making Money Isn’t Easy." Tubefilter RSS. Tubefilter, 3 Feb. 2014. Web. 5 Apr. 2014.

Koenigsberg, John. "What Is the Average CPM for Ads on a Travel Site like TripAdvisor?" Quora, 1 Dec. 2010. Web. 4 Apr. 2014. Marshall, Jack. "What Online Ads Really Cost." Digiday. Digiday, 22 Feb. 2013. Web. 27 Mar. 2014.

Non-selected Internet Budget Rationale

Reasons for the websites we reviewed but did not select:

• Media Habits (index)– We chose the top websites in

certain categories such as News, Travel and Streaming sites such as Pandora

• E-mail Sites– We didn’t choose this

because we felt that it did not reach a high amount of our audience

• Gmail.com• Hotmail.com• Mail.yahoo.com• ABC.com• About.com• NBC.com• ABC.com• Fox.com• Yellowpages.com• Overstock.com• Amazon.com• Facebook.com• Twitter.com• Linkedin.com

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"Banner Advertising and Other Advertising Methods." Banner Advertising and Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr. 2014.

Del Ray, Jason. "Yahoo's Ad Sell-Through Rate on Its Log-in Page Has Plummeted." Advertising Age Digital RSS. Advertising Age, 21 Nov. 2012. Web.

27 Feb. 2014. Yahoo Representative. Telephone Interview. 18 April 2014

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Adwords Rationale

• We decided to allocate $1.299 million of our $25 million budget to Adwords on Google, Yahoo and Bing.

• According to Simmons Oneview, realized that Google is the most popular search engine than other search engine

• We found that it was best to only advertise for 7 months out of 12 on Google, specifically those months that have 31 days. The reason why is because most major holidays fall on those months such as Christmas and New Years Eve, of which people will

be going out, and might be more likely to search for places to eat out.

• We would also use Yahoo and Bing as secondary search engines to advertise Panera Bread. I would use the remainder 5 months I did not use previously to advertise on these search engines because I believe that Yahoo and Bing are used less frequently than Google as search engines

• Key Words: Fresh food, Breakfast, Made with high quality Ingredients


27 Feb. 2014. Google Represantative. Telephone Interview. 18 April 2014 Yahoo Representative. Telephone Interview. 18 April 2014

50

Magazines Rationale• We decided to allocate $11 million 185

thousand 790 dollars to magazines’ ads.

• We distributed the budget among 4 magazines, which had the highest index numbers in our target media usage: Conde Nast Traveler, Real Simple, New York Magazine and Self Magazine.

• In the 3 magazines with the higher Index

within our target media usage (Conde Nast Traveler (Index: 206), Real Simple (Index: 239), New York Magazine (Index: 225)), we decided to publish two ads per monthly issue for sake of frequency. Indeed, our ads are used as a reminder towards our already existing customers.

• We are using a seasonal media plan divided in 4 periods:

- From September to Mid-November: Halloween/Pumpkin products (ex: Panera

Bread Pumpkin Pie Bagel)- From the last half of November to January:

the Christmas Season (ex: Christmas Tree Cookie)

- From March to May: the Spring Season (ex: salads)

- From June to August: the Summer Season (ex: smoothies)

• In total, we are covering 11 months of the year. Even though, it looks like a continuous campaign, there will be 4 distinct periods with changes in the creative ads.

• We could have advertised in Runner’s world,

however, we decided not to because it is too specific; it is a niche market magazine. We decided to pick Self Magazine instead; it has much broader content and can reach a wider audience.

”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast, 2014. Web. 16 Apr. 2014

“Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014. “SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014.

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What Research Showed Us: Newspaper

New York Times Index USA Today Index

25-29 122* 25-29 75

30-34 116* 30-34 85

35-39 112* 35-39 114*

40-44 67 40-44 127*

45-49 85 45-49 90

50-54 90 50-54 111*

• Simmons OneView shows us a high index of NY Times readers aged 25-39. • There is a higher index for readers aged 40-54, for USA Today readers. • Readers switch from the NY Times to USA Today according to age group.

Choosing to advertise in both allows us to target Panera consumers in age groups.

“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb. 2014.

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Newspapers Rationale

• Thanks to Simmons OneView we can see that there is a total higher index of NY Times readers aged 25-39. These people are 50% more likely to read the NY Times. Readers aged 35-54, are 52% more likely to read USA Today.

• By targeting the Sunday readers of the NY Times aged 25-39 and then the weekend USA Today readers aged 35-54, we have a higher chance of reminding the Panera consumer of our products. We chose to go with a 4 color, full page ad for each newspaper edition.


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Why did we choose the weekend editions of both NY Times and USA Today?

• The NY Times Sunday circulation rate is 1,492,307 compared to the weekday circulation of 1,033,750, we saw it more fitting to advertise in the Sunday edition.

• The USA Today weekend circulation is 1,546,138 compared to the weekday circulation of 1,333,627, we saw it more fitting to

advertise in their weekend edition.

• Using this method, we are able to target more consumers for both newspapers.


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Social Media RationaleWHAT RESEARCH HAVE SHOWN:

Our previous research on Simmons One View have shown that most of Panera consumers are technologically savvy. 23.8% say that cannot live without the internet and their technological gadgets, 22.1% say that technology is important in their, and although it helps them manage their busy lifestyles, it is not a major factor.Finally, 47.1% say that even they are not good at it they are willing to learn and to incorporate new technology in their lives. Further more 25.7% of them are referred as social connectors concerning their mobile usage: communication is essential in their lives; smart phones help them stay connected.

These research result implies that our target is present on social media:

•To run, on a daily basis, the different social network platforms (Facebook, Twitter, Instagram) Panera Bread need a community manager, which cost in average $49,700 per year.

•Even though Panera Bread have a good presence on social media they are still far from their competitors. For example on Facebook they have only 2.5M likes when the competitors have surpassed 30 M likes. We recommend a budget of $100,000 to invest in some post and send them to a targeted population.

•Finally we also recommend to do a Facebook contest to reinforce the community bond around the platform acquire emails address for the client database. Cost of $15,000

Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh

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Cable Television Rationale

• For advertising Panera on cable television we chose HGTV, E!, USA and Bravo networks due to the usage of our target customers. These are channels that have high viewing times on Sundays nights during primetime, specifically 9 pm.

• We intend to air the advertisement three times through out the program to increase frequency. So that we are a constant reminder to our customers. With an exception for E! which we will air commercials two times due to lower target usage.

• We chose to advertise on the Bravo television show ‘The Real Housewives’, since this show has many different seasons and segments it is on

throughout most of the year and with its high viewing we found this to be the most logical program to advertise on.

• E! also had high viewing rates on Sunday nights at 9 with popular shows like Keeping Up With the Kardashians, Total Divas, and Rich Kids of Beverly Hills.

• HGTV is also highly rated for their weekend primetime airing.

• For USA we chose primetime on Friday nights, specifically on Modern Family.

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Rationale For Non-Selected Television

• Over all Panera customers are light users of television therefore it is most logical to not advertise on Network Television

• We are also limiting the amount of cable networks to advertise on. According to MRI and Simmons the cable networks; E!, Bravo and HGTV are the highest viewed by our target audience.

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Media Strategy

• Use a dominance approach by advertising in all relevant mediums:– Cable TV– Magazines– Newspapers– Internet– Social Media

• Use internet, magazines, and newspaper media to achieve broad national reach of adult in our target.

• Evenly distribute marketing efforts throughout the four seasons.

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Budget

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Media Budget Overview

• Pie chart with %

60

Internet Budget Allocation

Outlet Price

Internet Advertising $2,521,000

Adwords $1,229,036

Total $3,750,036

• For our Internet Budget Spending we decided to focus our budget on two specific parts:

- Internet Advertising- Adwords

• We distributed the budget to the top internet sites who had the largest index numbers

- What our target uses/visits the most- Would give us the largest amount of

reach

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Internet Advertising Budget AllocationWebsites CPM Desired Impressions (000) Price ($)

News Sites

NYTimes.com $30.00 10,000 300,000

WSJ.com $50.00 10,000 500,000

CNN.com $22.00 8,000 176,000

Forbes.com $80.00 5,000 400,000

Streaming

Pandora.com $6.85 20,000 137,000

Hulu.com $45.00 10,000 450,000

Spotify.com $20.00 10,000 200,000

Youtube.com $10.00 15,000 150,000

Travel

Tripadvisor.com $16.00 5,000 80,000

Orbitz.com $16.00 4,000 64,000

Expedia.com $16.00 4,000 64,000

Total Cost $2,521,000

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Adwords Budget Allocation

Search Engines Key Words CPC Estimated Click

Estimated Cost Per Month

Estimated Cost Per Year

Google Panera Bread $1.75 46469 $81,321 $569,245

Yahoo- Bing Panera Bread $4.77 26970 $128,647 $328,271

Yahoo Bing Breakfast $11.20 11600 $129,920 $331,520

Total $1,229,036


27 Feb. 2014. Google Represantative. Telephone Interview. 18 April 2014 Yahoo Representative. Telephone Interview. 18 April 2014

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Magazine Budget Allocation

Magazines Full Page 4 Colors rate

Desired Number of Issues (Monthly)

Price ($) GRPs

Conde Nast Traveler

$142,370 11 1,566,070 6.5

Real Simple $208,700 22 4,591,400 3.6

New York Magazine

$79,970 22 1,759,340 17.4

Self Magazine

$200,054 22 4,401,188 7.15

Total Cost $11,185,790

”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast, 2014. Web. 16 Apr. 2014

“Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014. “SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014.

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Internet Budgeting

• We decided to allocate 20% of our $25,000,000.00 budget to raising awareness and reminding our consumers of Panera.

• Out of the $5,000,000.00 we decided would go into newspapers we have used $4,824,600.00. The breakdown is as follows:

# of Days/Year

Price per Ad

GRPs Total

NY Times 17 41,200 4.9 % 700,400

USA Today 17 242,600 2.3 % 4,124,200

Total 17/each newspaper

283,800 ------------- 4,824,600


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Social Media Budget Allocation

Websites Price ($) Cost Description

Social Network

$49,700

This cost represent the salary of the Community Manager Twitter

Facebook

Instagram

Sponsorship Budget $100,000(25,000 per

quarter)

We need a budget to sponsor some Facebook post thanks to that target new

Facebook user and have more likes.

Facebook Contest $15,000 We need to expand the contest to more than our own followers on Facebook.

For that we need to invest in the contest post and send them to a targeted

population.

Total Cost $164,700

Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh

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Cable Budgeting

Cable Network Cost per Unit Impressions CPM*

E! $3,766 188.3 $511.5

Bravo $4,516 225.8 $567.6

HGTV $6,190 309.5 $1,042.5

USA $11,766 588.3 $2,022

Total Cost: $4,143.6

* In thousands

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Execution

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The Facebook Contest • Panera bread will propose to consumer 4 new recipe. • On Facebook, users will have to pick a “Team”. The

team of their favorite new product. In order to do that they would have to enter their email address, which will be a gain for Panera Bread customer data base.

• Participant will have to make their team win if they want to see they product in restaurants. The product with the bigger team will win. So in order to make a product succeed participant would have to share a maximum of time their team.

• The big winner of the contest will be the person who have shared the most, and the prize is a $5,000 voucher for American Airline. We will justify that with the fact that during Christmas holiday you need to be closer to your family either by visiting or with a family trip.

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Print ADs

70

Internet Banners

71

Works Cited

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Works Cited Ad $ Summary, 2011-2012 (Competitive Analysis)

"Banner Advertising and Other Advertising Methods." Banner Advertising and Other Advertising Methods. Benchmark Communications, 2012. Web. 10 Apr.

2014. (slides 46, 47)

Cherecwich, Rich. "NYTimes.com Offers $5 CPM." IMediaConnection.com. IMedia Connections, 23 July 2009. Web. 1 Apr. 2014.

”Condé Nast Traveler – Media Kit Print | Condé Nast." Condé Nast. Condé Nast, 2014. Web. 16 Apr. 2014. (slides 49, 62)

“Consumer Foodservice in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014. (slides 24, 26)


27 Feb. 2014. (slides 47, 48, 61)

” Fast Food in the US." Passport. Euromonitor International, 2 Sept. 2013. Web. 20 Mar. 2014. (23, 27)

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Works Cited

Google Represantative. Telephone Interview. 18 April 2014 (slides 48, 61)

Guttelle, Sam. "The Average YouTube CPM Is $7.60, But Making Money Isn’t Easy." Tubefilter RSS. Tubefilter, 3 Feb. 2014. Web. 5 Apr. 2014. (Slide 46)

Keath, Jason. "How Much Money Do Community Managers Make?" Social Fresh (Slide 53 and 64)

Koenigsberg, John. "What Is the Average CPM for Ads on a Travel Site like TripAdvisor?" Quora, 1 Dec. 2010. Web. 4 Apr. 2014. (slides 46)

Lazaro, Anthony. "Internet Advertising: What Is Pandora's Average CPM?" Quora. Quora, 16 June 2011. Web. 27 Apr. 2014.

Marshall, Jack. "What Online Ads Really Cost." Digiday. Digiday, 22 Feb. 2013. Web. 27 Mar. 2014. (slide 46)

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Works Cited “Media Kit." Real Simple Media Kit. Real Simple, 2014. Web. 5 Apr. 2014. (slides 49, 62)

Mediamark Research, Inc. Mediamark Internet Reporter. The Henry Birnbaum Lib., Pace U, New York, NY. 17 Mar. 2014. (Slide 43)

“NY Media Kit." NY Media Kit. N.p., n.d. Web. 15 Feb. 2014. (slides 49, 62)

Rajarama, Anand. "Datawocky." 'Datawocky' N.p., 4 Apr. 2008. Web. 27 Apr. 2014.

“SELF – Media Kit Print | Condé Nast." Condé Nast. N.p., n.d. Web. 27 Apr. 2014. (49,62)

Simmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 22 Mar. 2014.*

“USA Today Media Kit." USA Today Media Kit . N.p., n.d. Web. 15 Feb. 2014. (50, 51, 52, 63)

Yahoo Representative. Telephone Interview. 18 April 2014 (47, 48, 61)

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Appendixes

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Appendix 1

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Appendix 2

78

Appendix 3

79

Appendix 4

80

Appendix 5

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Appendix 6

Marketing

Panera Bread Media Plan