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KashiBeyond the Box

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Table of Contents1 Cover Page2 Table of Contents3 Executive Summary4 Creative Brief5 Big IDea6 AgencyProfile7-8 Brand Analysis9-11 Target Audience12-16 Competitor Analysis17 SWOT18 Objective and Rational19-22 Media Mix23 GRP Reach & Frequency Objectives24 Budget25 Scheduling and Timing Objectives 26 Geography Objective27-28 Research Data29 References

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EXECUTIVE SUMMARYThe Kashi Company, a subsidiary of Kellogg’s, has been dedicated to telling “The Kashi Story” since its creation in 1984. The slogan, “7 Whole Grains on a Mission” displays their commitment to providing natural food products in grocery stores, and making them available to everyone. Kashi prides itself on creating food products that not only are convenient, butalsogiveconsumersatasteofothercultures.Specifically,Kashi Frozen Pizza is an easy, expedient way to provide a natural, healthy, unique meal for you or your friends and family.

Here at Vibrant Spice Media Agency, we are also on a mission. We aim for the highest degree of excellence and your brand is guaranteed to walk away with a little bit of spice. With our unique and vibrant plan, we aim to increase sales by 15% to $40 million dollars using an aggressive, strategic, and frugal plan to obtain a reach of 50, an average frequency of 4.1 and approximately 203 GRPs.

In order to best reach these objectives, our team at Vibrant Spice decided to reach a primary audience of females age 18-24, allocating our $1.2 million traditional media budget mostly among digital media platforms. Using a vibrant media approach, we will be present on US travel blogs, health and wellness blogs, social media, and music streaming sites to name a few. Using a health, nutrition, and natural foods position and a strategic media plan, Vibrant Spice believes that we can break through to this market and put a little spice in their life.

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BIG IDEABEYOND THE BOX

CREATIVE BRIEF

KEY CHALLENGE The challenge for Kashi is to overcome a saturated market of healthy frozen food options and gain brand awareness in the realm of frozen pizza.

TARGET AUDIENCEKashi Frozen Pizza’s primary target will be 18-24 year old women who are educated about the products that they buy and have strong opinions about their health. However,theyoftenfinditdifficulttotakecareofthemselvesduetotheirbusyschedules.

KEY CONSUMER INSIGHTConsumers are looking for healthy, convenient options that they can eat guilt-free. Consumerswantaneasywaytoeatfoodsthatareuniqueandflavorfulthatmaketheconsumer feel that they are enjoying a more sophisticated lifestyle

IMPORTANT MESSAGESKashi provides a healthy frozen pizza alternative with an emphasis on the unique ingredientsandfullflavorsofKashiFrozenPizza.Other Messages:We want consumers to see how Kashi represents an out-of-the box approach to frozen food itemsWithKashi’sexoticflavors,wewanttoexpressamessagethatKashiandpurchasingKashi frozen pizza encourages travel endeavors and cultural immersionBIG IDEA“Beyond the Box.”

DELIVERABLES, Media MixRadio SpotsDigital AdvertisementsBuzzFeed Quizzes Health & Wellness BlogsTravel BlogsMusic Streaming PlatformsSocial MediaInstallationsIn-store samplingBrand eventsGiant Pizza BoxBUDGETWe will distribute $1.12 million among our media channels in order to meet our objectives.

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BIG IDEABEYOND THE BOX

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Our MissionAt Vibrant Spice Media Agency, we strive for excellence. We assure our clients that we will get them the most bang for their buck using a funky approach to media planning. With innovative research techniques and a laid-back and comfortable working environment to foster creative energy, we develop the best plan to showcase your product effectively.

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Brand AnalysisCategory/IndustryToday’s modern organic movement began around the same time as the advent of industrialized agriculture, providing health and environmentally conscious consumers with a way to support their values and maintain their healthy lifestyles despite the changing nature of farming and food growing. In the last eight years, organic and natural food category sales have increased by 17%-20% each year, and are estimated to increase at a rate of at least 10%.

Kashi has introduced a line of natural, frozen pizzas to compliment their already well know health foods, such as cereals and bars. In this category, the brands that make frozen pizza products and currently lead the market are Amy’s Kitchen, Annie’s and Lean Cuisine. They will be our primary competitors. Some of these brands appeal to even more specialized audiences, such as those that will only purchase organic food or gluten free food, which Kashi does not cater to. However, many of these brands are also more expensive than Kashi’s frozen pizza. Our secondary competitors will be traditional frozen pizza brands, such as DiGiornos and Tombstone, who currently leads sales in this category.

While the frozen pizza and health food categories are broad and have many competitors, one aspect that makes Kashi stand above the rest is its vast arrayofflavors,suchasGreekTzatziki,TikkaMasala, and Mediterranean; it maintains these adventurousflavorswhileensuringthatonlythebestingredients are used.

Marketing and Sales ObjectivesThe marketing goal of Kashi in regards to their frozen pizza is to increase brand awareness, seeing as their cereals and snacks are well known, but their pizza is relatively unknown. Ultimately, they are trying to appeal to people that already eat healthy food, but simply have not been exposed to Kashi’s pizza yet.

In terms of sales, Kashi is hoping to raise frozen pizza sales by 15% by the end of the year. In order to do this, we plan on focusing on DMAs that already index high for the category (CDI), yet index low for the brand (BDI). Essentially, these DMAs have consumers that are interested in eating healthily, yet are not choosing Kashi. Because the brand awareness is low, simply bringing the Kashi frozen pizza brand into the spotlight isthefirststeptosolvingtheproblem.

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Past Promotional SpendingWhen promoting their products, Kashi spends very, very little on media buys. In the last year, they spend $197,300 on media buys. Their creative stresses their food’s ingredients, and is placed exclusively online. This places Kashi’s share of voice in the category at .21%, although their share of market is 1.34%. While each of these percentages is very low, it is clear that Kashi is doing a good job of making the most for their money. With that in mind, we will allocate more to media placements, while trying to maintain this impressive return on investment.

Economic and Societal TrendsA growing number of people in America are concerned with their personal health and what they consume. These people are mainly focused on health foods with ingredients that they can see and understand. The health food category has steadily grown throughout the last eight years, and it appears as though it will continue to do so. This is beneficialtoKashiwhenmarketingtheirfrozenpizza,asitahschosentobuild its brand identity through the use of only seven whole grains and a mission!

In August 2011, Kashi (and its parent company, Kellogg) was sued in a class action suit claiming that it falsely advertised products as “all natural”andfreeofartificialingredients,whensomeofitsGoLeanandTLC products were “composed of synthetic and unnaturally processed ingredients”. However, the court ruled that the terms “all natural” and “nothingartificial”aretoosubjectiveandvagueforconsumerstounderstand what these phrases mean exactly and Kashi moved to dismiss the class action.

One trend that will not be helpful for Kashi is that more consumers today are educated on what they consume and know that “all natural” has little meaning.ManyconsumersalsolookforaUSDAOrganiccertificationlabel, which Kashi does not currently have.

Placement and PricingGenerally, a Kashi frozen pizza costs about $6.29. This is an average and fair price, considering that some of its competitors sell frozen pizza at similar or higher prices. Amy’s Spinach Pizza typically runs at about $7, and a DiGiorno pizza costs around $6. However, a Red Baron pizza costsonly$5.60,whichissignificantlylessexpensivethanhealthierchoice of frozen pizza.

Kashi’s frozen pizza is nationally distributed in both natural food stores and conventional grocery stores. Although it is not heavily purchased in each DMA, every DMA experiences at least a couple thousand dollars worth of Kashi frozen pizza. Across each market, it is advertised solely over the Internet.

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SegmentationWe want to target consumers who are focused on healthy food and who want a quick/convenient way to make it. Whether it is frozen meal, frozen pizza, or healthy snack, these consumers are already aware of brands similar to Kashi. We want to better understand how this segment of consumers are involved in the world. We want to know how they interact with media and with each other, so we can create a strategy to make more aware of what Kashi Frozen Pizza has to offer. Our goals are to reach these consumers of healthy foods, make them aware of the brand, and how Kashi Frozen Pizza could be the best choice for a healthy meal or snack in the market. We believe that we are competing with healthy food brands more than other frozen pizza brands. After our media plan is in place, our objective is to build brand awareness by 30% and raise sales by 15%.

Primary ResearchWe wanted to dive deep into the minds of our target audience. We condutcted one-to-one survey with people who fell into our target profile. These surveys provided a more in depths discussion with potential consumers. The conversations lead to great insight on social trends and opinions. We conducted 10 different interviews and in those we found that some key insights. We found out that our target market does not like advertising and will do a lot to stay away from it. Another big thing is that our target is not likely to buy new food products unless they try it or their friend reccomends it to them.

Secondary ResearchWe used Simmons to and Media Flight Plan to find out who is our target audience. We found out that women between the ages 18-24 are the most likely audience to enjoy organic frozen pizza. (Female between the ages 18-24 are 16% more likely to eat Organic food than other people)Upon further research using Simmons we found out important information and characteristics about our target market.

Target Audience

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Primary TargetThrough research we have been able figure out our Target Audience. Since we wanted to target people who are more likely to eat healthy foods than frozen pizza we found out that our best target would be 18-24 year old females. Our target is more specific than that. We found out that this group does not like conventional advertising. They spend a lot of time on the internet checking out all sorts of blogs. They also really like the idea of traveling and eating foreign foods. In the interviews we found out that they like to eat food that is recommended to them or was given to them to try. They also like to shop with friends and seek approval for the products they buy. Since they are busy they believe they do not eat as healthy as they possibly could and value convenience over health. Since they are social beings and in college they typically eat with friends and frozen food is easy to cook in their college lifestyle.

Target ProfileTara is a 21 year old college student at Binghamton University, She is studying nursing. She is a health minded person who enjoys to eat organic foods but also likes to eat frozen foods because of the convenience. She spends time at the gym on a few times a week. When she is not at class she is reading blogs and dreaming of traveling abroad. While on a cruise she spent time in Greece and fell in love with the culture and food. She is extremely interested in foreign cuisine and gets excited just thinking about it. She doesn’t like watching TV because of the commercials so she downloads them or watches them online using sites like Netflix. With a graduation right around the corner she is searching for a job and spends a lot of time doing so. On weekends she goes out with friends and when she gets back she and her friends search for something quick to eat that doesn’t require that much effort to prepare.

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Our secondary audience are moms between the ages of 24-49. We will call this group “The Grocers.” They are the ones in the family who buy the groceries and make the food choices for their children. This group is like our primary target audience in the sense that they lead busy lives and want to have food that is quick and easy to make, but also healthy. These are the moms who go all day between going to work and running errands that when they get home after picking up their kids from school they need to make something quick before heading to Johnny’s piano lessons. These women are knowledgeable about the unhealthy and unnatural foods that are marketed towards their children, and want to provide a healthy dinner alternative that they can enjoy around the table with their kids. This secondary audience will target single moms as well. These moms, though juggling kids, work, and other responsibilities spend their free time catching up with old friends and family on social media platforms such as Facebook. Many moms in the Grocers audience also spend their time looking at and/or contributing to wellness blogs, and try to be good role models of nutrition for their children. At the same time, they enjoy the flavors Kashi has to offer, transporting them to other places, countries, and cultures, with the wide selection of flavor options. With limited time and disposable income, Grocers rely on quick and healthy dinner options.

Linda is a 42 year old single mother of three beautiful kids. Her oldest child, Shane, is 17 and is beginning his college search. He is busy with lacrosse after school and is also the editor-and-chief of his school’s newspaper. He often times does not have a lot of time to eat dinner with the rest of his family. Linda always wants to have a face-to-face family experience at the dinner table, and is constantly looking for quick and convenient dinner options the whole family can enjoy together. Lily is Linda’s middle child at 13 years old and little Johnny just turned 7. When the kids are at school, Linda works as a part time home physical therapist, and spends her free time checking facebook to see what her old college friends are doing. She attends spinning class with her co-workers 4 times a week, and still manages to get Lily to musical rehearsal. When all the kids are tucked in bed, Linda likes to indulge in the occasional healthy late-night snack.

Secondary Target

SecondaryTarget Profile

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Primary Competitors Amy’s Kitchen Annie’s Home Grown

Secondary Competitors Lean Cuisine DiGornos

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History of the Brand:Amy’s Kitchen was started in 1987 as a family business named after couple Rachel and Andy Berliner’s daughter, Amy. Andy formulates the marketing and sales strategy while Rachel helps with package design. Rachel’s mother Eleanor Goodman, works on product development, purchasing, telemarketing and copywriting. She also travels the world as an ambassador for the brand. Amy’s Kitchen manufactures a variety of food products including frozen food products such as Asian and Indian meals, soup, entrees, burritos, and wraps, snacks, pot pies, and candy. Amy’s has 25 different types of frozen pizzas for consumers to choose from including light and lean options, dairy free options, and gluten free options, catering to a variety of dietary restrictions. Marketing and Advertising Strategy: Amy’s does not have a traditional advertising budget, instead their Corporate Sensory Manager, Tracy Scala oversees quality standards in order to market their products through a sensory perspective. As she says, “their food is their advertising”. Amy’s occasionally offers coupons for printing online. Amy’s also offers coupons available online if customers sign up for their newsletter or follow the brand on facebook. In addition Amy’s has a proof of purchase program in which you can save up stamps and redeem them for prizes. Geography:Amy’s if offered in many grocery stores including online grocers and is offered in multiple countries including but not limited to Australia, Canada, China, Costa Rica, France, and Germany. Amy’s is also available at over 500 colleges and universities. In addition Amy’s is available in all military commissaries with over 30 different products for sale. Past Sales and Data Trends:Among the competitive frozen organic and prepared foods niche of the food industry, Amy’s Kitchen holds a 70% market share. Amy keeps ahead of competitors by reaching beyond the frozen food aisle by supplying Continental Airlines with its products and by providing all Denny’st locations with their veggie burgers. In addition Amy’s Kitchen is making plans to build a manufacturing facility in New York, with a $95 million investment.

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Geography:Annie’s is available in natural health food stores in all 50 states as well as the all natural and/or organic sections of regular grocery stores. Annies is also moving to have its products in some markets in Canada. Past Sales and Data Trends: Annie’s Homegrown appeals to a variety of economic and societal trends including the environmental movement, and the increasing numberofparentstryingtofindhealthybutappealing food for their kids. Annie’s packaging is made up of 100% recycled paperboard and the interior of the packages communicate Annie’s commitment to the environment while directing consumers to its company website. This appeals to Annie’s target demographic of Millennials, as 52% support the local food movement, 46% look for food with fewer ingredients and 41% buy organic whenever they can. In addition Annie’s appeals to their other target demographic of mother’s buying food for their children by making foods with no artificialingredientsorpreservativeswhiletheirmascot Bernie the Bunny along with their colorful packaging, appeals to children.

History of the BrandAnnie’sHomegrownoffersorganicandnaturalalternatives to traditional convenience foods, snacks,cerealsandmore.Annie’soffersavarietyoffrozenpizzasineightdifferentflavors.Startedin1989, by Annie Withey and Andrew Martin with the goal of making a healthy and delicious macaroni and cheese for families. Annie’s prides itself on using natural and organic ingredients to make great-tasting products that consumers love and work to act as a positive role model for consumers as well as other businesses. Marketing and Advertising Strategy: Annie’slimitsit’spromotionaleffortstomaintaintheirgrass-rootsanddowntoearthreputationandtherefore does not have a traditional media mix. They have a three prong marketing strategy consisting of 1) their packaging: the design, visual elements, and use of recyclable materials all support their positioning in the marketplace as an eco-friendly and healthy alternative. 2) Annie’s makes sure to engage with their two main demographics of consumers including moms with kids and college students who will eventually develop brand loyalties. 3) Annie’s utilizes their signature design element “Bernie the Bunny” through all of their packaging to symbolize their companies mission “Eat Responsibly. Act Responsibly.” Annie’s supports their companies mission with a variety of corporate social responsibility initiativesincluding;CasesforCauseswhichdonatesthousandstonon-profitorganizationsthathelpwomen and children protect the environment; Environmental Studies Scolarships in which the company awards at least 25 annual scholarships of $1,000 each to students who study environmental science at US colleges and universities; and Growing Naturally which is an interactive educational curriculum that allows kids to learn more about organic farming by planting their own herb gardens and tracking their progress.

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History of the Brand:DiGiornosoffersanextensivearrayofpizzastylesandflavorstoconsumersincluding Rising Crust Pizzas, Design a Pizza Kit, ItalianStyleFavorites,GarlicBreadPizza,StuffedCrust Pizza, Thin Crust Pizza, Ultimate Toppings, Pizza and Wings, Pizza Dipping Strips, Thin and Crispy as well as Small Pizzas. Marketing and Advertising Strategy: DiGiornos places advertisements in a variety of media outlets including TV, Radio and Television, with the majority of media spending going towards television ads. DiGiornos holds a 19.8% share of market and a 23.08% share of voice. DiGiornos media mix is broken up into Net TV with 28.91%, Spot TV with 26.24%, Cable with 25.53, Syndicated showings with 14.92%, Magazines with 0.19% and Internet with 29.12%. DiGiornos advertising strategy focuses on comparing DiGiorno frozen pizzas to delivery pizzas, emphasizing DiGiorno’s lower price and equal if not better taste. Geography: DiGiorno Pizzas are sold throughout the US and Canada. Past Sales and Data Trends: Increased for substitute products have impacted the customer demand for frozen products. Many frozen pizzas have been competing with pizza delivery services. This may have to do with those competitors, such as Domino’s lowering their prices. When looking a Google searches for pizza delivery compared to the sales of frozen pizzas one can see that Frozen pizzas have been a slight but steady decline while the Google searches for pizza deliveries have been steadily increasing.

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History of the Brand:LeanCuisineoffersavarietyoffrozenmealsincluding entrees and dinners with various collections such as additions, honestly good, the morning collection, culinary collection, spa collection, andsimplefavorites.LeanCuisineoffersconsumerswiththirteendifferentflavorsofpizzaallwithreducedcaloriccontent. Marketing and Advertising Strategy: Lean Cuisine spends its advertising money in a variety of categories in syndicated media. Lean Cuisine spends a total of $30 million across a variety of media platforms including 16.05% on Net TV, 2.6% on Spot TV, 10.2% on Cable TV, 27.75% on Syndication, 21.28% on Magazines and 13.16% on Internet. Lean Cuisine holds a 3.5% share of market an a 14.74% share of voice. SomeofLeanCuisine’smostrecentpastcreativeeffortsindicatetheirmarketingeffortstowardssuccessfulbusywomenwhodon’thavethetimeto cook meals, and instead rely on the low calorie and nutritious options from Lean Cuisine to stay on track. Geography: Lean Cuisine is available at most major grocery retailers throughout the US, Canada and Australia, distributed by the Nestle Corporation. Past Sales and Data Trends: According to a 2012 study, Americans are spending 11% less on Lean Cuisine and leaning towards fresher foods with healthier ingredients.

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StrengthsHigh brand recallWide variety of productsReasonably pricedSold from a wide range of merchandisersAppealing to healthy lifestyles

KEY CHALLENGE The challenge for Kashi is to overcome a saturated market of healthy frozen food options and gain brand awareness in the realm of frozen pizza.

KEY CONSUMER INSIGHTConsumers are looking for healthy, convenient options that they can eat guilt-free. Consumers want an easy way to eat foods that are unique and flavorfulthatmaketheconsumerfeel that they are enjoying a more sophisticated lifestyle.

ThreatsEconomicsituationmayaffectsalesMore healthy frozen options are being introduced to the marketCompeting brands often dominateKashi products compared to other healthy options

Opportunities Customers to Kashi are loyal and continuing customers Healthy products to increase wellness in societyAppealing to customers customers that lead healthy lifestylesShow how healthy options can still taste good

Weaknesses Lack of recognition among frozen pizza marketHigherpriceforhealthierpizzaaffectssalesProduct not located with similar products in some stores

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To increase brand awareness by 30% among our target audience within in the demographic of female consumers age 18-24 and older 35-44 year old females in order to reach a nutritionally conscious and aware audience. This 12 month spot campaign will establish a platform to increase brand awareness by emphasizing the product through digital media, as well as guerilla-marketing tactics and events that focus less on the concept of advertising and more on the product benefits.

We are targeting a younger college-aged audience through these mediums because we believe if we can convince these consumers to purchase frozen pizza at this age, they have a good chance of remaining brand loyal to Kashi in their future grocery endeavors.

Objective

Rationale

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Demographically Targeted Ad NetworksPaid Advertising on US Travel Blogs Through research and observation, we have established that our primary and secondary audiences spend a lot of their free time online. Blogs and focused-interest websites are a greatplatformforreachingspecificaudiencesbased on psychographic data and behavioral data. We plan to incorporate both skyscraper and leaderboard ads that follow our big idea of “Beyond the Box.” We will display Kashi FrozenPizzasindifferenttravellocations,forinstance,theGreekflavoredpizzainfrontofa Grecian landscape, and so on. For our paid presence on travel blogs and websites, we want to incorporate our big idea with interstitial ads to really reinforce our ideas of “Beyond the Box” before continuing to the website. We think that that using US Travel blogs to our advantage can attract the target audiences that have a desire for traveling and also for healthy and convenient food options.

Spotify and Pandora Ads (All Year)Our primary audience, females age 18-24, frequently uses online music streaming websites like Spotify or Pandora. We plan to incorporate both pre-roll and mid-roll audio advertisements within these digital music sites that correspond with our “Beyond the Box” campaign as well as work with our planned installations in our top DMAs. Now, with new technology used by these sites such as Spotify, users are unable to turn down the volume during ads. The ad will pause until the user raises the volume again. This adds to our strategy because it is more likely the consumer in our target will actually hear the ads we place.

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Social Media Pinterest, Twitter, Facebook, Instagram

Both our primary and secondary audiences spend a significant amount of time on social media. Whether it is a college girl checking her Twitter and posting on Instagram, or a mom “stalking” her kids activites on Facebook, there is no doubt we will be able to reach this audience via social media. A simple and convenient way to reach an audience, social media promotion will give Kashi a chance to also interact with its consumers, adding to our objectives of achieving brand awareness and brand loyalty. With both promoted and organic social media postings, we can spread the “Beyond the Box” message. Many users use Facebook as a platform for personal storytelling, whereas Twitter is usually a good outlet for conversation between brands and consumers. We will keep these social dynamics in mind as we develop our main message throughout these platforms.

Buzzfeed Quizzes & Presence on Heatlh & Wellness Blogs

Along with our presence on US Travel Blogs and other websites, we also want to reach the web-surfers that continuously visit health and wellness blogs, because we believe they would be interested in Kashi’s Frozen Pizza and would be a good way to reach our audience. More interstitial, take-over, skyscraper, and leaderboard advertisements will be utilized on these media platforms to enhance our “Beyond the Box” message. Additionally, with the ongoing popularity of online personality quizzes among our primary audience, we will create BuzzFeed personality quizzes that promote the product. For instance, a “Which flavor pizza are you?” with each possible result being a different Kashi Frozen Pizza flavor or “Which travel destination should you visit” promoting our “Beyond the Box” ideals.

Social Ad Networks

Earned Digital Media

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Social Ad Networks

Earned Digital MediaSponsor RacesIn order to further Kashi’s identity as a healthy and nutritious option, Kashi will sponsor various races across the country in select DMAs throughout the summer month. Kashi will have its logo present on relevant promotional race items such as banners, t-shirts and water bottles in addition to serving Pizza to race participants and their families upon its conclusion. Thispromotionwilleffectivelybind the ideas of health and Kashi together as well as associating a feeling of pride and accomplishment with the

Guerilla MarketingIn-Store Sampling (All- Year Round) Because Kashi Frozen Pizza has relatively low brand awareness it isdifficulttoexpectconsumersto purchase the product without tryingitfirst,despiteourbestadvertisingefforts.Wewillsolvethisproblembyofferingin-store sampling at grocery stores throughout the country year round. After trying the product, consumers will be able to purchase the product immediately after.

Local Events- Health and Wellness Events In order to reach our target demographic consisting of individuals who are health conscious and interested in real ingredients we will make anefforteachmonthineachDMA to participate in a local Health and Wellness Event. This could vary from a yoga festival to health-food trade show. The important aspect is that Kashi frozen pizza get its name out there among like-minded companies and individuals in order to grow as a brand.

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Our Pizza installation is our most elaborate guerilla marketing strategy yet. Our pizza installation will be constructed in a few highly populated DMAs such as New York, Los Angeles, and Chicago during summer months, when more people are out and about on the streets. The pizza installation will consist of a giant pizza box which turns into a maze upon entry. Throughout the maze people learn more about Kashi as a brand including their philosophy using only the freshest and most natural ingredients. Upon completing the maze people will encounter a free slice of Kashi Pizza as well as local entertainment depending on the time of day. Not only will the giant pizza box in the middle of these large cities create buzz thereby increasing brand awareness, but people will be interacting with the brand by actually tasting Kashi frozen pizza and associating it with a positive, fun, and community oriented atmosphere. By incorporating local entertainment such as bands, poets, and stand-up comedians, we will not only increase interest in our installation but will reinforce the community ideals behind the Kashi brand.

College students hardly have time to cook for themselves and are large buyers within the frozen foods category. In order to increase buzz and purchases of Kashi Frozen Pizza during we will be running a spring break sweepstakes for the months of January, February, March, and April. Promotion for this sweepstakes will begin with advertising on our digital platforms in January and February with the message that whenever you buy a Kashi Frozen Pizza you can enter a printed code (that appears on the box) you will be entered to win a trip to Greece, Italy, Spain or India depending on the type of Pizza you purchased. Winners will then be chosen on a rolling basis and announced weekly starting in February and March for a total of 8 winners. Winners will then get to take an all-expense paid vacation to one of thecountry’sthatinspiredKashi’sflavors.Winners will then be able to post the highlights of their trip on the Kashi brand website in order to further promote the brand. There will also be relevant instagram and twitter postings

PizzaInstallation

Spring Break Sweepstakes

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Objective Our GRP, reach and frequency goal is to create an integrated, pulsing campaign that will obtain a reach of 50, an average frequency of 4.1 and approximately 203 GRPs during the heavy-up months of January, February, March, October, November and December.We will then reduce our presence during the warmer months of April, and September to a reach of 42 and a frequency of 3 with a total of 124 GRPs.

Strategies

GRP Reach & Frequency Objectives

Rationale Because Kashi Frozen Pizza is a relatively unknown brand with a low market share, frequency has been chosen to be optimized while maintaining a moderate reach. Although, Kashi Frozen Pizza is not a new product, we are promoting it as such by striving for the highest frequency we can achieve while maintaining our low budget. In order to reduce wearout, we will cease our digital advertising during the summer months in order to focus on other promotional strategies

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Budget Objective Toexecuteatargeted,efficientandeffectivecampaignona$1.2milliontraditional media budget, and to optimize the usage of earned and owned media.

Rationale In the past, Kashi Frozen Pizza has realized an incredibly high rate of return on a minimal advertising budget (a mere $197,000, or 0.5% of their total sales per year). With that in mind, we would like to maintain a low budget and see a high rate of return. With anticipated sales of $40 million, $1.2 million makes up 2.8% of total sales. This keeps the budget well below the consumer goods industry average of 6.5%, while allowing messages to have much further reach amongst our target

Media Budget Allocation Pie Chart

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Rational Thetimingofourmediascheduleisspecifictotheincreasedsales of frozen pizza during the winter months in addition to catering to our target market of college aged students who are beginning school in september. During September, October, November, December, January, March and April our Digital Advertisements such as demographically targeted and social advertising networks. In addition, during the month of September we will run our Buzzfeed Quiz to appeal to college students at the beginning of their semesters.

During the months of January, February, March and April, we will run our Spring Break Sweepstakes Contest in order to align with the majority of colleges and universities Spring Break schedules. During the months of May, June, July and August we will focus on Non-Traditional Media tactics in order to engage students while they are out of school as well as reaching the other members of our target market, including consumers who are health conscious. We havedecidedtokickoffthesummerinMaywithourPizzaInstallations in order to create buzz surrounding Kashi. For the continuation of the summer months we will continue our strong brand presence by sponsoring popular races across the country.

Our other non-traditional promotional methods such as in-store sampling, and setting up booths and local health and wellness events across the country will continue year round. In addition we will have a presence on relevant third party websites year round.

Our scheduling and timing goal is to run a campaign featuring both Guerrilla and digital marketing starting in January and ending in December. By dividing our campaign through multiple channels, including back-to-back digital media followed by back-to-back Guerilla tactics, we hope to obtain our media goals .

Scheduling & Timing Objectives

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Geography Objective Objective & RationaleTo reach approximately 50% of our target market in select DMAs. Because we are trying to maintain a relatively low budget, we’ve selected the top ten DMAs in terms of overall Kashi sales. These DMAs are already seeing very high Kashi sales and are more likely to make the “jump” to Kashi’s frozen pizza.

Strategy (BDI/CDI Table)

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Interview DataWe interviewed ten 18-20 year old Females,

None of them had heard about Kashi Pizza but would be interested in trying it. Tryto be Healthy and leads an active life. Agreed to not likeing advertisingTheytrynewfoodbasedoffofrecommendations.She could see her self eating this food after a night out while with her friends.

8/10 interviewees said they would be most likely to eat it as a late night snack after going out with friends. 6/10 were aware of mediterranean cuisine.10/10 like being able to cook elaborate dishes but admit the only cook a few times a month. 1/10 watched TV on a TV10/10wachedTVshowsonNeflix/hulu8/10 listen to music on Spotify/Pandora

“I would eat Kashi Frozen Pizza if a friend recommended it to me.”“It seems like good drunk food.”“Is it better than Sammy’s?”

“I set trends for my mom and so do my friends. When I go home from school and tell my mom about a new food or drink I have been eating she is urged to try it for themselves and are hooked.” Maggie continued,” I feel like myself and other females in college are the trendsetters in all sorts of ways”

“If I wasn’t in school I would be traveling”

“Free food is the best type of food”

“If it is given to me I will eat it”

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Food I think that all fast food is junk - 120 Because of my busy lifestyle I don't take care of myself as well as I should - 115 I ask for people’s advice before buying something - 146 Characteristics Affectionate,Passionate,Loving,Romantic-136 Open minded, liberal, Tolerant - 123 Creative, Innovative, Imaginative, Artistic - 144 Dominating, Demanding - 163 Organized - 123 Funny, Humorous - 132 Intelligent - 141

Shopping Behavior Below Average Impulse Buyer- 123 Far above average approval seeking - 143 Above average informed shopper - 130 I go shopping frequently - 135 I prefer to go shopping alone- 70 I trend to spend a long time in a store browsing - 176 I prefer to shop with my friends - 313

Interests Love the Idea of traveling abroad - 145 I really like to eat foreign food - 116

Advertising Whenever commercials come on TV I change the channel - 112 Advertising is a waste of my life - 136

Simmons Research

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Referenceshttp://www.ala-national.org/assets/research_center/HT_Cold_facts_Spring_2012_MR.pdfhttp://www.digiorno.com/Promotionshttp://www.adweek.com/news/advertising-branding/add-lean-cuisine-list-nestl-reviews-158116https://www.leancuisine.com/Index/Index.aspxhttp://www.forbes.com/sites/onmarketing/2014/01/13/how-less-bad-food-marketing-is-attracting-millennial-parents/http://bi.galegroup.com.ezproxy.ithaca.edu:2048/essentials/company/1000085467?u=nysl_sc_ithacahttp://www.ala-national.org/assets/research_center/HT_Cold_facts_Spring_2012_MR.pdfhttp://ausfoodnews.com.au/2012/07/12/global-trend-for-lactose-free-dairy-aimed-at-mainstream-customers.htmlhttp://www.nytimes.com/2014/06/18/dining/gluten-free-eating-appears-to-be-here-to-stay.html?_r=0http://www.nytimes.com/2014/06/18/dining/gluten-free-eating-appears-to-be-here-to-stay.html?_r=0https://instagram.com/amyskitchen/https://twitter.com/amyskitchenhttp://www.amys.com/community/https://www.facebook.com/amyskitchenhttp://www.amys.com/buy/militaryhttp://www.amys.com/buy/on-campushttp://www.amys.com/buy/around-the-worldhttp://www.wegmans.com/webapp/wcs/stores/servlet/HomepageView?storeId=10052&catalogId=10002&langId=-1&clear=truehttp://bi.galegroup.com.ezproxy.ithaca.edu:2048/essentials/company/352033?u=nysl_sc_ithacahttps://www.truthinadvertising.org/kashi/http://www.goodhousekeeping.com/product-reviews/food-products/frozen-pizza-reviews/best-frozen-pizza

(February 24, 2015). Hoover’s Company Records - In-depth Records, Retrieved from www.lexisnexis.com/hottopics/lnacademic

“Top Organic Ready Meal Makers, 2012.” Market Share Reporter. Ed. Robert S. Lazich. 2015 ed. Detroit: Gale, 2015. Business Insights: Essentials. Web. 24 Feb. 2015.