Post on 16-May-2015
description
Brad Sanders, Lauren Traudt, Cici Wang,
Connie Jeng, Alana Leiter,
Courtney Salzberg
Wednesday, April 13, 2011
Company AnalysisKellogg’s is the largest producer of breakfast cereals and is the leader in convenience foods
Manages 31 distinct brands
Services in over 180 countries
Opened Pop-tarts World in 2010
Sales of nearly $13 Billion in 2009
Wednesday, April 13, 2011
Consumer Analysis
Main target audiences are Moms & Teens
57, 826,000 Total Consumers: 46.3% Males, 53.7% Females
Psychographics
Those below average in active health management, and above average in impulse shopping
Wednesday, April 13, 2011
The Current Target
She is a mother of 3 boys and 1 girl. Her daughter, the oldest of the bunch, just got accepted to the University of Michigan.
She is always busy keeping up with her boys, book club and the middle school and high school PTA. She’s a sucker for Dove dark chocolate and constantly makes her mother’s homemade gnocchi for the family.
Wednesday, April 13, 2011
Market Analysis
Sweet and savory bread and pastries segment
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Wednesday, April 13, 2011
Product AnalysisSales trends show Pop-tarts as the leader in the sweet breakfast breads and pastries segment of the breakfast market
Sales increased 0.6% from 2008-2009
Whole Grain line boosted sales by 44.5%
Growth stage of the product life cycle
Wednesday, April 13, 2011
Competitive AnalysisBiggest competitor is General Mills’ Pillsbury Toaster Strudel
Pop-tarts competitive advantage is having multiple target audiences
Indirect competitors are cereals and cereal bars
Rise in organic toaster pastries
Wednesday, April 13, 2011
Consumer Insight
0%
20%
40%
60%
80%
100%
Breakfast Snack To-Go Option Dessert
9%
39%
60%50%
Perceived Categorization of Pop-tarts
Perc
enta
ge o
f Res
pons
es
Type of Food Category
BreakfastSnackTo-Go OptionDessert
Wednesday, April 13, 2011
Consumer Insight
Concerns Other Brand
Age Group
0%
20%
40%
60%
80%
100%
Health Taste Price Prefer Not For My Other
22%16%
9%9%21%
52%
Non-Consumers’ Reasoning For Not Eating Pop-tarts
Perc
enta
ge o
f Res
pons
es
HealthTastePricePreferNot For MyOther
Concerns
Other BrandAge Group
Non-Consumer Rationale
Wednesday, April 13, 2011
Consumer Insight
Focus Group: 8 participants
5 Males, 3 Females
Ages 18-22
None had heard of the Whole Grain line
Majority consumed as a late-night study snack
Wednesday, April 13, 2011
SWOT Analysis
Wednesday, April 13, 2011
Product Positioning
Wednesday, April 13, 2011
ObjectivesIncrease awareness of the Whole Grain Pop-tarts line among 18-24 year olds by testing recall through surveys after 6 months
Increase sales of the Whole Grain line among health-conscious consumers over a one-year period by 10% using scanner tracking technology
Increase market share of Pop-tarts within convenience and breakfast food industry by 5% among consumers 18-24 in the next year
Wednesday, April 13, 2011
BudgetSales
Promotions
Sweepstakes Event
$1,200,000
Campus Promotion
$1,000,000
Advertising
TV-Cable $10,000,000
TV-Overall Broadcast
$10,000,000
Social Media & Internet
$6,000,000
Magazines$11,000,000
⤵⤷ ⤴
Wednesday, April 13, 2011
Advertising StrategyCreative Objective
To establish awareness of Whole Grain Pop-tarts as a healthy option for a snack
among our target audience
College-aged students concerned with making healthier choices
Creative Objective
The New Target
Wednesday, April 13, 2011
The New Target
She just got accepted to the University of Michigan and is nervous to be on her own in a new town
She has a tendency to put off work until the last minute, partially because she is so addicted to facebook and twitter. She’s excited to be able to make her own food choices, and couldn’t live without her daily yoga workout.
Wednesday, April 13, 2011
Advertising StrategyCreative Strategy
Whenever your morning starts, keep it healthy ”
“
When college students study late at night, they eat whole grain Pop-tarts
because they’re a healthy snack”“
Whole Grain Pop-tarts are a viable option for a healthy snack
“ ”Positioning statement
Strategy statement
Big unifying idea
Wednesday, April 13, 2011
Wednesday, April 13, 2011
Wednesday, April 13, 2011
Advertising StrategyMedia
To increase exposure of the Pop-tarts whole grain line to our target audience
To increase exposure of the Pop-tarts whole grain line to our target audience
Internet & Magazines
Goal
Media Objective
Media Mix
Wednesday, April 13, 2011
Sales Promotions
Trade Promotions
Merchandising Allowances for
the Whole Grain line
End-caps and slotting allowance for Whole Grain
line
Consumer Promotions
Golden Pop-tart sweepstakes
In-store samplingsCoupons
Campus Pop-tarts reps will pass out
free samples of the whole grain line in
the libraries
⤵⤷ ⤴
⤵
Wednesday, April 13, 2011
The Golden Pop-tartSweepstakes
Winner!
Better luck next time..
Wednesday, April 13, 2011
Free delivery of Whole Grain Pop-tarts to students in the library
During finals
on campus throughout the day
in the libraries at night
The Pop-tarts Girls
Wednesday, April 13, 2011
The Webisodes
Wednesday, April 13, 2011
The Webisodes
Wednesday, April 13, 2011
Pop-tarts page as a platform for fans to share their passion for toaster pastries
Games, downloads, photos, discussion wallAdding a new section on Health& Nutrition
Pop-tarts real-time Facebook adsWhenever the target audience posts a status update relating to snacks, studying, late nights
Wednesday, April 13, 2011
⤴Wednesday, April 13, 2011
Create @poptarts
Updates on new products, events, sweepstakes and contests
AdvantagesDirect, immediate action, outlet to build relationships with consumers
Wednesday, April 13, 2011
Wednesday, April 13, 2011
Cause-‐related marke8ng
Held at universi8es across the na8onIncorporates both children and college studentsCan easily eat while on the go
Wednesday, April 13, 2011
Sales:
Track national monthly sales for one year
After one year whole grain line sales should increase by 10%
Evaluation
Advertising:
concept testing, copy testing, concurrent testing, post-testing
Wednesday, April 13, 2011