ADV 208: The Big Idea in Advertising
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Transcript of ADV 208: The Big Idea in Advertising
ADV 208 Final Presentation
Christina Fieni Chris Voll
Our Product
¡ Lifetime Frozen Desserts
¡ Mainly frozen treats, but also baked goods
Truths ¡ Portable, small portions
¡ All-natural ingredients
¡ Lifetime brand
¡ Variety of products
¡ Frozen, long shelf life
¡ In most grocery stores
¡ Female gender-specific
Features & Benefits
Features Benefits Healthy Indulge guilt-free Small portions Easy and quick, healthy Many flavors Variety for your palette All-natural ingredients Health-conscious, sustainable Product variety Greater selection in product category Lifetime brand Quality expectations
Audience
¡ Deborah, 35 years old
¡ Full-time mother, part-time retail worker
¡ Likes to stay active and healthy, cook at home
¡ Has no time for herself because of a busy, drama-filled lifestyle
Competition
¡ Obvious ¡ Frozen desserts: Ben & Jerry’s, Haagen-Dazs, Sara Lee ¡ Ice cream / frozen yogurt shops: Friendly’s, Yogurtland
¡ Stretch ¡ Other frozen foods: Digiorno, etc. ¡ Candy: Mars, Gertrude Hawk ¡ Comfort foods: Easy Mac, Pop-Tarts ¡ Fast food, street vendors
Situational Analysis ¡ Strengths: Lifetime brand, new product buzz, well-
funded
¡ Weaknesses: little experience, startup costs, high expectations
¡ Opportunities: brand loyalty, new market entry, healthy foods movement
¡ Threats: well-established competition, tied to Lifetime brand, healthy food trend could stagnate, Lifetime not known for food
Secondary Research
¡ Large growth in frozen desserts segment ¡ 2005: $21.6 billion in sales ¡ 2014: $26.5 billion in projected sales
¡ Frozen yogurt: fastest growing segment ¡ 6.4% increase in sale between 2005 and 2009. ¡ 1.6% for category.
¡ Sales centered around the South, with the fewest sales in the Northeast
¡ Global leaders: Nestlé, Unilever, Baskin-Robbins, Dairy Queen, Häagen-Dasz, Ben & Jerry’s
¡ Seasonal: sales peak in the June
Secondary Research
¡ Pricing ¡ Average retail price of half-gallon ice cream peaked at
$5.29 in 2012
¡ Lifetime network ¡ 29.5% of frozen desserts consumers watch Lifetime.
18% of Lifetime viewers are more likely than the general population to purchase them.
¡ 15.5% watch Lifetime Movie Network
Sources: MRI+, Packaged Facts
Primary Research ¡ Survey Monkey
¡ Those surveyed: Women and moms ages 35-54
¡ Sample Questions: ¡ Typical demographics (age, education, income) ¡ Lifetime Television Network viewers? How often? ¡ Feelings associated with Lifetime? ¡ What do you look for in frozen treats/baked goods? ¡ Frozen treats/baked goods purchasing patterns?
¡ Findings: ¡ Consider Lifetime a guilty pleasure – Enjoy reality TV, celebrities, scandal/drama ¡ Moms are more likely to buy frozen treats/baked goods if they can share it with
kids
Strategy ¡ Problem: Consumers look to Lifetime as an escape
from the realities of day-to-day life. How can we expand the brand to cater to this?
¡ Positioning statement: For health-conscious moms looking for fresh and convenient treats, Lifetime Healthy Indulgences are a flavorful and affordable alternative to high-calorie frozen desserts, complete with the quality they have come to expect from the Lifetime Television brand.
Creative Brief
¡ Objective: Communicate Lifetime brand values
¡ Target: 35-49 year old moms with college degree, interested in health and wellness
¡ Current beliefs: Lifetime brand for leisure TV watching. Frozen treats stigma.
¡ Ideal beliefs: Lifetime can provide an excellent, healthy frozen treats experience.
¡ Single minded proposition: Come to Lifetime for a more tangible experience
¡ Why believe: Lifetime’s commitment to quality
Creative Platforms/Concepts ¡ A series of publication and outdoor ads connecting the Lifetime
Television Network to the new product line, using the shows, characters and actors
¡ A series of testimonials/endorsements from Lifetime Television Network characters and actors
¡ A promotion/contest featured on the back of frozen treats packages asking for customers to come up with new flavors that relate in some way to Lifetime Television Network programming
¡ A healthy cooking/baking web series guest-starring the most popular actors on the Lifetime Television Network ¡ Contest: Lifetime viewers send in their own recipes using our product for
a chance to win a walk-on role in a Lifetime drama
¡ Sponsor a walk/run to benefit women’s health
Integrated Campaign ¡ Creative concept: Indulge Yourself.
¡ Our Tactics: ¡ 3 Print Ads ¡ 1 Outdoor Ad ¡ 1 Website ¡ Promoting through Mommy Bloggers ¡ 1 TV/Web Spot ¡ 1 Promotion/Contest
Print Ads
Outdoor Ad (Billboard)
Mommy Bloggers
TV/Web Spot
Promotion/Contest
Thank you!