One Step to OrganicKashi Frozen Pizza

Media Plan 2015

Table of Contents

Agency OverviewExecutive Summary Situational Analysis

Brand AnalysisPast CreativeCompetitive AnalysisTarget AudienceSWOT Analysis

Big IdeaMedia Objectives and Strategies

Creative BriefMedia MixScheduling and TimingReach, Frequency and GRPsGeographyBudget

Appendix

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Agency OverviewOutbound Media Planning Network

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Mission Statement We are a boutique media planning network agency based in Ithaca, NY. Outbound Media specializes in identifying problems and providing customer-oriented solutions. We partner with organizations and businesses that seek to promote the general welfare of diverse populations through social and economically responsible policies and initiatives. We provide these organizations with the highest quality media analysis, focusing on how to benefit from current and emerging trends in a highly competitive market.

Team Promises1. Everything has to be turned in the night before due date so it can be proofread2. Each group will be present at every group meeting pending unforeseen

circumstances3. Each group member will held accountable for their own work and each other’s

work4. We will each respect others criticisms, suggestions and opinions

Agency OverviewGroup Bios

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Sean Carroll is a senior Integrated Marketing Communications major. Sean spent last semester interning for a brand integration company in Los Angeles, and hopes to find a job in sports marketing after graduation. In his free time he plays intramural basketball and is on the school’s Club Lacrosse team.

Benjamin Feig is a senior Integrated Marketing Communications major and Politics minor at Ithaca College. Ben is a Fundraiser for the Annual Fund at IC,

serves as the President of the Iota Eta Chapter of the Alpha Epsilon Pi Fraternity, and hopes to work in the Entertainment industry after graduation in New York

City. During his summers, Ben works as the Assistant Golf Services Manager at Scarsdale Golf Club - where he also enjoys playing golf.

Leigh Martino is a senior Integrated Marketing and Communications major and coaching minor at Ithaca College. She is a member of the Women’s Track & Field team at Ithaca College. Leigh is from Windsor, New York where she spent the summer before her senior year interning with the Binghamton Mets Baseball Club. After graduation Leigh has hopes of working in baseball or sport public relations.

Emily Morley is a junior Integrated Marketing and Communications major at Ithaca College from The Bahamas. She is a member of the Women’s Varsity

Crew team since she was been a freshman at Ithaca College . After Emily graduates her hope is to work for an advertising agency that promotes rowing

because of the lack of knowledge of the sport to the public.

Executive Summary

Kashi is a brand within the Kellogg Company who focuses on selling organic and natural options to health conscious consumers. Marketing and promotions for Kashi Frozen Pizza have been low since introduction of the pizza in 1992. With this campaign we plan to increase awareness of the brand while increasing sales by 15% among our target audience.

We plan to implement a national campaign focusing on television and digital advertising to gain national recognition of Kashi Frozen Pizza. We hope this campaign will show our target of 25-44 year old mothers that Kashi Frozen Pizza is the simple healthy option for their family dinners.

Our target audience of 25-44 year old mothers are health conscious and often find themselves on the go. These are mothers who care about their families health and fitness as much as their own. With busy careers of their own and running their children in every different direction, they have trouble finding time to prepare a healthy dinner for their family every night.

Outbound plans to show these busy moms that Kashi Frozen Pizza is the perfect choice for their busy lifestyles. This campaign aims to increase awareness and gain brand loyal consumers. To effectively reach our audience we will implement an integrated campaign placing advertisements on television, in magazines, on popular websites and on the company’s social media pages. Our goal is to run a pulsing, National and Spot campaign that will achieve a reach of 80, average frequency of 4.5, and use 360 total GRPs for the heavier months of August, December, February, and May

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Situational AnalysisBrand Analysis

Category Situation

The frozen-pizza industry is competitive and unfortunately, the industry is facing a strong preference towards fresh, restaurant-made pizza, over frozen pizza. For purposes of this analysis, the focus is on actual frozen-pizzas and not including frozen flatbreads. According to an analysis of data from competitors, there are a number of companies and subsidiary brands that control the overall frozen-goods and frozen-pizza market. Kraft Foods Inc., Nestle USA, Schwan Food Co Inc., General Mills Inc., Conagra Foods Inc., and Kellogg Co. run, control, and compete against one another in this industry and category (Media Flight Plan).

According to AdAge, Nestle USA, Schwan Food Co Inc., and General Mills Inc. dominate the frozen-pizza industry (excluding frozen paninis and flatbreads) with the most percentage of sales (Schultz). But, based on competitive data from Media Flight Plan, it is safe to say that Kraft Foods Inc. has a larger stake in the frozen-pizza industry than Nestle - especially when it comes to brand awareness. This is based on Kraft’s dominant and considerably aggressive advertising spending throughout media platforms in comparison to Nestle’s when looking at frozen-pizzas (Media Flight Plan). The main competitors in the frozen-pizza industry are Kraft Foods, Schwan Food Co Inc., and General Mills with Nestle USA then following.

Kraft Foods Inc. features big-name frozen-pizza brands including California Pizza Kitchen, DiGiorno, South Beach Diet Pizza, and Tombstone. Nestle USA is successful through its Lean Cuisine and Stouffers brands. Neither of these brands strongly orient itself towards the frozen-pizza category. Schwan Food Co Inc. owns the popular Red Baron and Freschetta frozen-pizza brands. General Mills Inc. positions itself in the frozen-pizza market through its On-Cor pizza products. Lastly, Kelloggs’ Kashi sells fresh and healthy frozen-pizza through its emerging products (Media Flight Plan).

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Situational AnalysisBrand Analysis

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According to this same AdAge article written by E.J. Schultz, based on a recent IRI market-research project, “packaged” or frozen pizza is not expected to have much growth in sales. It is projected to remain “relatively flat at $5.5 billion annually through 2019, while pizza chains will grow their sales by 18% between 2013 and 2018, reaching $45.3 billion” (Schultz). This emerging trend is due to recent improvements in the economy and among consumer spending. Among those companies that increased sales this past year, General Mills was able to grow its “packaged-pizza sales by 7% to nearly $400 million,” thanks to the popularity of its “economy-priced Totino’s brand” (Schultz). By utilizing increased cross-promotion via TV shows and sporting events, particularly a partnership with WWE, General Mills has been able to increase brand awareness and in turn, sales.

Surprisingly, category-leader, Kraft Foods, which has brands DiGiorno and Tombstone in its portfolio, lost a 1.6% control of their market-share in the “frozen-pizza category” (Schultz). Despite this decrease in market-share, DiGiorno Frozen Pizza controls 23% of industry advertising and media spending according to competitive data (Media Flight Plan). DiGiorno is expanding into “Design a Pizza” kits, allowing consumers the ability to customize their own frozen pizza for personal consumption (Schultz). Relevant to the Kashi frozen-pizza brand, the frozen-pizza market and category is not one where nutritional benefits and claims are highly important to consumers. According to the same article and research report featured on AdAge, “22% of shoppers surveyed by Mintel consider health attributes when buying pizza. Brands are better off touting premium ingredients and styles that mimic restaurant pizzas, including unusual flavor combinations” (Schultz).

Situational AnalysisBrand Analysis

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Current Brand Situation

Kashi is a brand within the Kellogg Co. family which focuses on selling organic, synonymously all natural, and healthy food options to consumers. Kashi is one of the largest natural food businesses both in the United States and around the world. Sales have been lacking for the brand as a whole, having done $500 million in sales at its peak and now is earning $400 million in sales.

Kelloggs’ cereal brands, particularly Special K, has been repositioned to emphasize a more nutritious and healthy cereal (Nunes). It is important to note that Special K has long been known for its health benefits. According to Food Business News, Kelloggs’ North American business suffered in sales declines a majority of its brands and products. By 2014, Kellogg’s North America business unit sales were 3.7% less than the prior year. Its frozen foods brands as a whole decreased in sales by 4.9% and during the first half of 2013, operating profit in North America fell by 11.9% (Nunes). By the end of 2014, Kellogg reported a 64% decrease in fully-year operating profit (Watrous). Kellogg Co. manufactures and markets ready to eat cereal and convenience foods focusing on research and innovation. The company has been featured on Forbes as being one of the ‘World’s Most Powerful Brands’ and this is as a result of their strong and keen attention to emerging food trends (Canadean). Kellogg Co. has recently identified a need for growth in its cereal and Kashi brand businesses and as a result has promoted Chief Operating Officer, David Denholm, to CEO of Kashi Company (Bloomberg). As a result of this change in leadership and its new strategies for growth, Kashi moved its headquarters to La Jolla, California. One executive from Kashi cited the following reasons for their relocation, “to increase the rate of speed, the agility, the ability to get on-trend much faster, and be more in-line with that community” (Nunes).

Situational AnalysisBrand Analysis

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Kellogg has identified a number of opportunities for Kashi, particularly by becoming more mainstream in regards to awareness while still maintaining the core image of the healthy and organic Kashi brand. Additionally and based on some legal cases which will be discussed below, Kashi is focusing on releasing more non-bioengineered/non-G.M.O. products along with gluten-free and foods with added protein varieties (Watrous). Kashi takes a “progressive” approach to nutrition and in turn, values “whole” food and seeks to make food from a “plants-first mindset.” Their 7 Whole Grains & Sesame blend tagline dates its roots to 1984 and their dream for healthier living for all still remains today (Kashi).

Important to note that in 2011, Kashi faced the recall of 11,000 of its frozen-pizzas due to the possibility of plastic having entered the crust portion of the pizza (FDA). Since then, Kashi has not had any product issues or related recalls. In 2014, Kellogg was forced to drop taglines referencing their products as “all natural” or having “nothing artificial” in them. Kashi and its parent company, Kellogg, use synthetic and genetically engineered ingredients in some of their products. In 2012, Kellogg was noticeably against and strongly contributed to efforts to defeat a California initiative, Prop. 37, which sought to require labeling for products with these modified ingredients (Strom). Kelloggs’ Kashi frozen-pizza brand was not listed in the class-action lawsuit in regards to the invalidity behind claims proclaiming “all natural” products.

Analysis of Marketing Objectives/Strategies

“Seven Grains on a Mission,” to become “ubiquitous in the grocery store,” and create a nutritionally balanced meal. In 2010, Kashi expected to increase its sales by more than $1 billion and although they are not quite there, their original goal was within 5 years. Kashi accredits grass-root developments for its rise in sales, awareness, and popularity (Clothier). Kashi seeks to appeal to organic, health-conscious, users. Overall, they have not brought enough awareness to their products and have not enabled consumers to find interest in their products.

Situational AnalysisBrand Analysis

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4 Ps

Product: Kashi Frozen Pizza.

A pizza that can be saved for a special occasion, or heated up in the oven for a quick meal. There is no prep time included and it creates a nutrious meal without all the hassle.

Price: $6.29

Since Kashi Frozen Pizza is organic and includes all natural ingredients the price for it will be a little higher than its competitors. Even though this is the case the nutrional benefits of buying Kashi instead of competitors makes up for the money spent.

Place: Wegmans Food Market, Weis Market, Price Chopper

Supermarket, Tops Friendly MarketsThe list of supermarkets above sell a variety of organic and all natural items. This attracts the target audience of Kashi Frozen Pizza, which is the health conscious, active woman. By selling the different flavors of the pizza in different stores it allows the company to reach a wide variety of people.

Promotion: Digital Media

Currently the only advertising that is done for Kashi Frozen Pizza is on digital media. Having a limited platform of advertising creates a problem when trying to advertise the product. By expanding the variety of advertising it will reach a bigger audience and create more awareness of the product.

Situational AnalysisBrand Analysis

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Economic, Government & Societal Trends

According to the US Department of Agriculture, 13% of Americans over the age of 2 years old eat pizza on any given day. Furthermore, 22% of children ages 6 to 11 years old and those ages 12 to 19 eat pizza on “any given day” (Reilly). Although so many consumers eat pizza, frozen-pizza manufacturing has experienced a decline in growth over the past five years according to Snackfood & Wholesale Bakery. In the same study, it was shown that all-natural “specialty” pizza has been growing in those five years surpassing the regular frozen line of products by 9.2% (Reilly). Consumers are seeking more natural, whole, and “real” products when searching for frozen-pizzas.

Consumers desire more organic and gluten-free or allergy-accommodative food products. General Mills was able to take advantage of this trend through the release of its gluten-free Chex cereal. It is important to have brands that are synonymous with being healthy, all-natural, organic, and being accommodative to varying allergies and food preferences (Shayon). More-so, and according to the same study, consumers are willing to pay more for higher-end, premium, upscale, products that demonstrate some level of uniqueness (Reilly).

Category Trends

As a category, frozen-pizza is suffering from a “processed food stereotype” which has allowed restaurant chains and those with takeout or delivery options to capitalize on better promises of higher-quality pizza. Frozen-pizza can position itself as more natural and as healthier to combat this growing trend. There has also been a transition towards snacking rather than eating a whole pizza (Prepared Foods). Restaurant-style pizzas are better perceived than store-bought ones. A growing trend is DIY home cooking and frozen-pizza brands will utilize custom home pizza kits to appeal to these consumers. Marketing for natural products is also increasing in the United States (Progressive Grocer).

Situational AnalysisBrand Analysis

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The drought in California has affected tomato crops, increasing prices for organic and locally-grown tomatoes (Reilly). Costs on the individual ingredients affect the prices of these frozen-pizzas and changes to each ingredient’s availability and scarcity affects Kashi’s pricing.

The Food and Drug Administration has not developed a definition for “natural” in regards to food products and this has created a serious amount of ambiguity when advertising and positioning products as organic and natural (Strom).

Gluten-Free

The trend towards gluten-free is one worth mentioning on its own. Market-research firm, Packaged Facts, estimated sales of gluten-free foods sold at retail to be worth $973 million dollars as of 2014. Large brick-and-mortar pizzerias such as Pizza Hut have even announced upcoming offers on gluten-free menu item/s. Retailers have been stocking more gluten-free products and as a result, 1/3rd of consumers surveyed said that a gluten-free/wheat-free label claim is an important factor to them. According to Packaged Facts, the gluten-free market will exceed $2 billion in 2019. This growing appeal is due to continued perceptions of health problems being due to diets, improving quality of gluten-free foods, and a growing presence of large marketers in the category (Nunes).

Situational AnalysisBrand Analysis

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Positioning

Kashi positions itself as a “naturally nutritious and delicious addition” to its frozen foods. Its frozen pizzas are advertised as having natural flavors, “wholesome ingredients - things like fire-roasted vegetables, tasty cheeses and all natural chicken.” Furthermore, they are marketed as the convenient yet nutritious answer to frozen-pizza (Kashi). Compared to its competitors, Kashi emphasizes the fact that their ingredients are “real,” tieing in its Seven Whole Grains & Sesame brand image and slogan while describing its “stone-fired” crust.

DiGiorno, a part of Kraft Foods, positions itself as the restaurant-inspired answer to frozen-pizza, serving as your frozen homemade authentic Italian pizzeria. “It’s not delivery. It’s DiGiorno” (Media Flight Plan). Freschetta, owned by Schwan, plays off of their brand name when advertising their “fresh baked bread,” and relies on the convenience of take out taste in your own place (Media Flight Plan). Overall, Kashi is the all-natural solution to frozen pizza. Kashi, as a brand, strives to give its consumers all natural products that are exemplary for being high quality, convenient, and healthy (Kashi).

Situational AnalysisBrand Analysis

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Sales Analysis

The average BDI for total brand sales taken out of all DMAs in the United States is 97. The average frozen-pizza consumer is 3% less likely to purchase and eat a Kashi frozen-pizza than they would from another brand. The CDI for total category sales is 109. This means US house holds are 9% more likely to purchase frozen pizza than average. Recently, frozen-pizza has been suffering in sales within the United States. As of 2014, frozen-pizza accounted for 82.3% of all pizza sold in retail settings (Progressive Grosser).

Geographic Analysis

Based on Kashi Case Market Data provided by Media Flight Plan, a number of geographic locations can be identified based on sales data per DMA.

The DMAs with the highest sales include: Atlanta, GA; Boston, MA; Los Angeles, CA; New York, NY; Philadelphia, PA; San Francisco-Oakland-San Jose, CA; Washington, DC - Hagerstown, MD; Chicago, IL; and Dallas-Ft. Worth, TX.

Situational AnalysisKashi Past Creative

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Situational AnalysisCompetitive Analysis

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Primary Competitors and Share of Market Over the past few decades, one brand has reigned supreme in the frozen pizza category with just about a 20% market share; today that brand is widely known as DiGiorno. Almost anyone that is in touch with media would be able to recite their slogan, “It’s not delivery, it’s DiGiorno.” This overwhelming control of frozen pizza sales makes them a direct competitor with Kashi Fresh Pizza by taking up almost half of the available category audience. The second leading share of market and competitor, hovering around 10%, is Tombstone Frozen Pizza. Despite a sizeable jump from the number one spot, Tombstone provides another household name that consumers will recognize and therefore be more inclined to trust. The final two primary competitors round out the top five and ten frozen pizza brands respectively, as Red Baron and California Pizza Kitchen fall below a 10% market share. Both brands are still identifiable on a national level and belong in the second tier of frozen pizzas, leaving DiGiorno in a class of its own. Although these brands are well established and appear to be far out in front, the below picture from a local Wegman’s supermarket proves Kashi to be a worthy competitor by sharing shelf space with DiGiorno and other market leaders. Secondary competitors for the category are Freschetta Frozen Pizza and Lean Cuisine Frozen Pizza. As smaller brands with similar missions to create a healthier frozen option, these pizzas might be the most comparable to Kashi Frozen Pizza but lack the awareness each of the four primary competitors attain. In order to make money, you need to spend money, which is where the competitors largely separate themselves from Kashi’s advertising efforts.

Situational AnalysisCompetitive Analysis

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Media Expenditure

Kashi’s brand of Frozen Pizza makes up about 1% of their entire primary competitor’s spending, which in turn accounts for less than 5% of spending across all media platforms for those competitors. In order to gain any ground in market share, Kashi needs to start spending ad dollars in other places besides the Internet, and most specifically in TV. Ad spending amongst competitors for all forms of TV represents an incredible 77% of the total spending. Television provides a unique opportunity for advertisements to be seen on such a large scale, which is why competitors are willing to spend more than three fourths of their budget in this medium.

Situational AnalysisExamples of Competitor Creative

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Situational AnalysisTarget Audience Analysis

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Primary Research

For our primary research we created our own survey. We posted the survey on our personal facebook pages and encouraged our friends to take the survey. 80% of our respondents were females within the age range of our target audience. 96% reported that they are interested in fitness and 94% reported that they eat organic sometimes but not all of the time. The majority responded that they are willing to spend between $5 and $10 on frozen pizza. But none of our respondents named Kashi frozen as the first frozen pizza that comes to mind, and less than half answered that they were unaware Kashi Frozen People exists.

Our primary research reinforced what we originally thought, our physically fit and health conscious target audience is unaware of Kashi Frozen Pizza. They would be likely to buy Kashi if they were aware of the brand and the benefits.

Secondary Research

We utilized Simmons for our secondary research, along with the MRI data provided from Media Flight Plan. We were able to determine that our target is 25-44 year old mothers who are married and both partners have a stable, successful careers. Through Simmons we were able to determine the most common media usage, lifestyle values and family values of this target. We were also able to track some of their buying habits. Additionally, we utilized Business Source Premier alongside EBSCO and LexisNexis in developing our brand analysis, particularly when attempting to understand the market share for the category. Utilizing sites like Advertising Age, the New York Times, Bloomberg Business, and various food associations, we were able to better understand the category and Kelloggs’ Kashi brand.

Situational AnalysisTarget Audience Analysis

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“The Overachieving Soccer Mom” (Primary

Audience)

This group of mom’s range between 25-44 years old with two or more children and are typically caucasian. These women have graduated college or more and have their own stable careers. Their husbands are successful and together they make enough money to live comfortably in their own homes. Overachieving Soccer Mom’s are running their children in every direction while trying to keep themselves fit. After dropping their children off at piano lessons they sneak away to the gym for a quick workout, and when they take their children to soccer practice they are anxious for a jog around the park. These mom’s are not only interested in themselves eating healthy, but their families too. They are looking for a healthy alternative to quick frozen dinners.

Situational AnalysisTarget Audience Analysis

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Meet Jane

Jane is 41 year old mother of 3 older children. Jane is a professor at a nearby university and also a member of the School Board and PTA. Jane’s three children range from ages 10-16 and keep her very busy. Jane’s husband, Peter is a orthopedic surgeon and also teaches classes at the same university as Jane. Jane’s eldest son plays three sports at his school and also involved in a travel baseball league in the spring and summer. They’re two younger daughters are involved in dance and gymnastics and also play field hockey.

Jane was a runner in high school and college and began running long distance after she graduated. She has now ran 15 marathons and is planning on running more. Jane would like to run a marathon in each state as her and family enjoy traveling too. On occasion Jane can convince one or two of her children to go on runs with her. Jane has recently started buying more organic and natural food for herself and her family. She is willing to pay the extra couple dollars for healthier alternatives and rarely lets her children eat fast or processed foods.

Jane and her daughters love The Biggest Loser and have watched almost every single episode. Jane is constantly trying to get her son and husband to watch in an effort to get the whole family together. Their family finds bonding very important but as the kids have gotten older they have a hard time fitting family time into their schedules.

Situational AnalysisTarget Audience Profiles

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Meet Lisa

Lisa is a 32 year old dental hygienist and a mother of two young children. Lisa and her husband, Michael, live outside of Philadelphia, Pennsylvania where he owns an engineering company. Lisa and Michael have gotten their children involved in youth soccer, dance, piano lessons and tee-ball. Lisa and Michael try to take turns carting the children around, but Lisa is usually the one doing most of the work.

Lisa loves her children but she also loves Thursdays, when has the day off and her children are at school. Lisa finds herself catching up on the Ellen episodes she has missed in last few days. She also surfs the internet for new clothes for her kids while flipping through the latest Women’s Fashion magazine to keep up on style trends.

Lisa has always had a passion for physical activity and staying fit. She currently teaches a country music themed spinning class two nights a week at her local gym and tries to jog or walk her dog at least three other nights a week. Lisa also makes an effort to cook healthy meals for herself and her family. She is very health conscious and packs her children’s and husband ‘s lunch every day. The family has vowed to always eat dinner together which is now becoming more difficult with the children’s busy schedules. Kashi Frozen Pizza is the answer to Lisa’s problems, she can offer her family a healthy dinner without slaving over the stove for hours.

Situational AnalysisTarget Audience Insights

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Consumer Insights

1.This target uses digital media as a replacement to traditional media sources● The internet has changed the way I shop for products/services - 142● I think of my mobile phone as a source of entertainment - 108● Social Media User -121● Often are using computer while watching television -148

2.This target thinks of themselves as health conscious and living a fit lifestyle.● I like to think of myself as living a healthy lifestyle- 127 ● I make the healthier choice when choosing meals for myself and my family - 117● I am usually quick to try a new nutritional product - 147● When shopping for food, I especially look for organic- 118● I do some sort of sport, exercise at least once a week- 106

3. This target enjoys eating dinner as a family, but often finds themselves not having time to prepare a healthy home cooked meal.● I enjoy spending time with my family -110● I often eat frozen dinners- 130● Simple, easy to prepare foods are my favorite -107

Situational AnalysisS.W.O.T Analysis

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Big Idea

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Media ObjectivesCreative Brief

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What is Our Brand? Kashi is a part of the Kellogg Company family and the frozen pizza line was established in 1992. The company produces organic and all natural products for health conscious individuals.

Key ChallengeThere is a lack of product awareness throughout the frozen pizza category. Customers know the brand Kashi but not the actual product, The key challenge is making Kashi Frozen Pizza a household item and name to families. After doing this Kashi lacks brand loyalty, so by focusing on this it will allow sales to increase both during and after the campaign.

Key Consumer InsightOur audience is very health conscious and is aware of the brand Kashi. Unfortunately, they feel as though they do not have the time for a full sit down meal with their family, so they are often found eating frozen meals because they are quick and easy to prepare. By using social media platforms our audience can be found browsing different entertainment that involves healthy lifestyles, when they are not found outside being active themselves.

Who are we Speaking to?The primary audience for this campaign are active, busy mothers. By focusing on mothers it will allow the campaign to reach families as a whole and create brand awareness through association of the brand.

What is the Most Important Message?The most important message is that Kashi Frozen Pizza is a quick, healthy, and simple fix for any meal. Whether it cure the crave of pizza for a health conscious individual or be the center of a weekly meal, our main message is that Kashi should be your go to brand for health food.

Media Vehicles UtilizedMagazine advertisements

Digital banners and videosDigital promotions Mommy Bloggers

Social MediaTelevision commercials

Guerilla Marketing

Media Objectives Media Mix

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Media ObjectiveOur objective is to increase Kashi Frozen pizza sales by 15%. We also want to increase awareness of Kashi Frozen Pizza by 50% among “the overachieving soccer mom”, 25-44 year old mothers that live a very active lifestyle. These women are very busy with their own careers and also with their children, but still value family time.

Media StrategyThis 12 month national campaign will focus on television and social media with an emphasis on getting our target audience involved with our brand. A small focus will be placed on magazine advertising and digital advertising. Our “show us your menu” campaign through Pinterest encourages our busy moms to share a picture or a post of their menu including Kashi Frozen Pizza for dinner parties, awards show gatherings and children’s sleepovers. We'll heavy up around award shows, back to school, and summer months to remind our target to put Kashi Frozen Pizza on their menu and share it with us.

Media Objectives Media Mix

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Television

Television is the medium that will increase reach within our target audience. Our target spends a lot of time on the internet, but still enjoys their primetime and daytime television shows. We will implement several 15 second TV spots during primetime and daytime television. The primetime shows we will advertise on include: The Amazing Race, The Biggest Loser, The Ellen Show and Live With Kelly and Michael. We will also heavy up on advertising during the Late Show with David Lettermen. Our target over indexes with these popular realities and dramas. We have also found that our busy moms enjoy watching late night television with their husbands when their children are finally asleep.

We also found that our target over indexes in the category of awards shows and entertainment specials. We are taking advantage of this by increasing our television advertisements during award shows and in the 2-3 weeks prior. We want to encourage these moms to have Kashi Frozen Pizza at their award show parties and gatherings. We plan to focus on the Golden Globes and the Oscars.

Media Objectives Media Mix

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Digital

Our digital strategy consists of two executions. Our first execution will include display ads and online videos on popular websites in our target audience’s demographic. The second execution involves bloggers. Digital is an up and coming media vehicle for the target market. Most of our target audience reported that the internet has replaced traditional media in most aspects of their lives making digital a great place for us to increase the reach for this campaign. Display ads such as leaderboard and banner ads will be featured on social media sites along with popular online magazines and newspapers, travel websites, news sites and online photo album sites. We will also feature pre-roll and mid-roll video advertisements on websites such as Youtube, Hulu, ABC online, NBC and Fox online. Since the target audience over indexed in online video, television and movie streaming, this is the perfect place to feature longer video spots.

Our blogger strategy will be executed by sending samples of Kashi Frozen pizza to multiple “Mommy Bloggers” and encouraging them to try the product and blog about it. Some of the Mommy Bloggers we would send samples of the product to include: “Not Your Average Mom”, “Justamomof3”, “Happy Being Healthy”, “Working Mom Magic” and “No Wire Hangers Ever”. These bloggers discuss multiple different things on their blogs from Pop Icons, their children’s lives, products they like and dislike and a lot of recipes. Since these bloggers have such a large following, this strategy will increase brand awareness of Kashi Frozen Pizza.

Media Objectives Media Mix

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Magazine

Our campaign does not include a huge magazine strategy, but it is important to include some magazine advertisements in the overall campaign. Magazines have a great pass along rate, which will work well with our target in doctors offices, spas and hair salons. We have chosen 4 magazines to advertise Kashi Frozen Pizza. These magazines include: Self, Parenting, Brides and Travel. All of these magazines are in different categories that our target over indexed in.

Social Media

Social Media is an inexpensive way to increase brand awareness and get our target involved with our brand. We will run a continuous social media campaign throughout the entire year. On social media we will heavily advertise our “show us your menu” campaign, along with promoting our “One Step To Organic” idea. We will also use social media to promote our events. The platforms we will use will include: Facebook, Twitter, Instagram and Pinterest. Currently, Kashi Frozen Pizza barely uses their social media accounts, so we plan increase presence by 100% on social media.

Media Objectives Media Mix

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Sample Social Media Pages and Posts

Media Objectives Media Mix

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Media Objectives Media Mix

Guerilla Marketing

Disney Marathon

Kashi Frozen Pizza will sponsor the Disney Marathon and Half Marathon. The Disney marathon is the perfect venue to reach our target audience. Many women run the Disney marathon and also make it into a family vacation. Kashi will advertise at the marathon with posters and signage along with tables around the various parks offering samples. Every runner will also receive a coupon for one box free box of Kashi Frozen Pizza. The coupons will have a link to our website and social media accounts. This event will help increase brand awareness among our target, while also encouraging them to try our product and hopefully become repeat purchasers.

Sales Promotion

Master Chef Challenge on Food Network

Kashi Frozen Pizza will be a part of the Food Network Master Chef competition. By bringing on the show the Head of creating the different types of pizza, it will bring awareness to the brand and product. The Head will speak about Kashi frozen pizza and introduce the challenge to the competitors left on the show. The competition is simply to create a new Kashi frozen pizza flavor. After the competition is done the competitor who invents the most unique and tasteful pizza wins the challenge and Kashi will recreate the pizza for consumers to try.

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Media Objectives Media Mix

Sampling & PoP Display

To spur awareness and to allow for consumers to sample Kashi’s frozen-pizza line, we will offer free-samples at a number of partnered and prominent organic and natural foods stores. The sampling will include a pop-up point of purchase display at registers and the location of free-samples should be located at the end of the frozen-food aisle leading to cash-out registers.

At the sampling stands, boxes of Kashi’s pizza will be featured along with coupons for $1.99 off. This sampling will be offered at two points during the year (during the Fall and beginning of the Winter and towards the end as Spring begins. This promotion will only occur in select markets. The grocery stores included in this promotion are Trader Joes, Whole Foods, Wegmans, Safeway (VONS), Harris Teeter, and Fairway Markets. Each chain of stores has a strong presence in the New England, South Eastern, Western, and West Central markets.

Coupon:

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Media Objectives Scheduling & Timing

ObjectiveOur scheduling and timing objective is to feature guerilla and traditional media starting in

August 2015 and ending in July 2015. The campaign will run through many different media channels such as television commercials, magazine, digital and social media advertisements. Our guerilla marketing strategies include events that are directed towards our target audience through simple but effective advertisements. The scheduling and timing strategy for the One Step to Organic campaign will be pulsing with social media being constant and every other form of medium chosen heavy up in certain months.

Rationale The media timing schedule is based around the school vacations because this is most

likely when families will be spending the most time together. During summer, winter break and the back to school phase of the year is when the media will be heavied up throughout all the mediums. Being an active family unit is the drive to this campaign and when it will be advertised.

The television commercials are shown with specific shows. Choosing shows that are late at night and have an “active lifestyle” focus is where the commercials will be shown. The commercials are spread out throughout the year because of when they are being aired. Amazing Race and The Biggest Loser are directed towards our health conscious and active lifestyle portion of the audience. Live! With Kelly and Michael and The Ellen DeGeneres Show tailor towards the portion of our audience that are very busy during the day and only have time to watch television before and after school. Through research our target audience loves award shows so the campaign will be aired during The Oscars and The Golden Globes.

The magazine advertisements that will be seen through the campaign year will not be our main focus for this campaign. Even though magazines have a good pass-along addition, the expenses are too high for the Kashi brand. Starting off with Parenting magazine in the beginning of the campaign when children are going back to school through the months of August and September. Continuing with Self magazine where the ads will be found in the months of December, January and February when self esteem and motivation is needed most. Then into spring with advertisements seen in Brides and lastly with ads seen in Travel magazine right before summer in the months of March, April and May.

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Media Objectives Scheduling & Timing

The social media advertisements will have a continuous strategy through the whole year. Through Facebook, Twitter, Instagram and Pinterest, this will allow the company to always be promoting new projects, products and sales or coupons. Social media is the easiest way to keep the target audience in the know of what the company is doing and it is one of the cheapest forms of advertising.

The digital media banner ads and promotional videos are seen throughout the whole year of the campaign. Heavying up in November, right before the holidays and just as the school routine becomes more of a habit, mothers will be spending more time surfing the Internet and online shopping. Advertising on Hulu and Youtube in October, November and December will promote Kashi as an easy dinner while kids are on vacation from school. Promoting the Kashi frozen pizza on news websites during every month of the campaign year other than December and January allow Kashi to get more reach.

Through promoting Kashi frozen pizza during every month throughout mommy bloggers it will allow word of mouth to create more buzz about the product. By starting with one mommy blogger and passing it on to the next it will create more awareness about the product and it will also create a sense of popularity through the mommy community.

While advertising through non traditional media the focus was on events or places that families interact together during. By starting the campaign with the Master Chef challenge on Food Network in August and September to create buzz of the campaign itself. In December and January the focus will be on the Disney Marathon where families will be active together. Sales promotion tactics through in-store sampling, coupon giveaways, and promotional Point-of-Purchase displays will take place at participating whole and natural foods stores during the beginning of Winter, during; September, November, December, and when the Winter ends in April, May, and June. Utilizing dead-time from our television ads and on-air promotions will allow us to focus efforts on getting potential customers to local organic stores to try our delicious frozen pizza! Moreover, these months see some of the largest sales as seen in competitive seasonality data via MRI+.

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Media Objectives Scheduling & Timing

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Media Objectives GRPs, Reach & Frequency

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ObjectiveOur goal is to run a pulsing, National and Spot campaign that will achieve a reach of 80, average frequency of 4.5, and use 360 total GRPs.

RationaleThe heavier months will be August, December, February, and May where the audience is more aware of the product. The remaining months will strive for a slightly lower goal of obtaining a 70 reach, frequency of 4, and 280 GRPs.

Media Objectives Geography

Campaign Geography

Kashi is best situated positioning its line of frozen pizzas in its highest selling markets which is predominantly in the Mid-West/Western regions of the US. West Central has the highest index number, 124, of all regions in popularity of frozen-pizza in relation to its sales. California is home to Kashi’s corporate headquarters and also ranks highly in regards to its individual DMA’s past and current sales (based on MRI+ index number data). The South Eastern region has the most amount of frozen-pizza sales but has an index number of 109. East Central has an index of 110 which includes Mid-Atlantic and Great Lakes’ DMAs.

Kashi Cereal does the best in the New England region and Mid-Atlantic regions in terms of index numbers (186). Those with fitness-based lifestyles are more likely to be from the West Central region.

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16 Markets to Focus Campaign:Data retrieved from sales revenues via MRI+ 1. New York NY (2,647.5)2. Los Angeles, CA (2014.6)3. Chicago, IL (1,100)4. Philadelphia, PA (915.3)5. San Francisco-Oakland-San Jose, CA (876.4)6. Dallas-Ft. Worth, TX (744)7. Atlanta, GA (735.7)8. Washington DC / Hagerstown, MD (726.4)

8. Washington DC / Hagerstown, MD (726.4)9. Boston, MA (718.7)10. Houston, TX (631.3)11. Detroit, MI (625.9)12. Seattle-Tacoma, WA (593.2)13. Phoenix, AZ (572.2)14. Tampa-St. Petersburg, FL (565.5)15. Minneapolis-St. Paul, MN (500.9) 16. Cleveland-Akron, OH (481.1)

Media Objectives Geography

Campaign Geography (BDI & CDI)

As a brand and based on MRI+ data from the top DMAs categorized by their sales, Kashi has a high BDI in states including:

San Francisco - Oakland - San Jose, CA 111 Los Angeles, CA 111New York, NY 110Atlanta, GA 103Seattle - Tacoma, WA 103

Out of the top 16 selling DMAs for Kashi, the following have the highest CDI and hold a large percent of overall frozen-pizza category sales:

Minneapolis-St. Paul, MN 108Cleveland-Akron (Canton), OH 106Dallas-Ft. Worth, TX 103Phoenix (Prescott), AZ 102

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Media Objectives Budget

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Summary

Our original goal was to operate with a budget of about $17.5 million, but after further research we realized that $20 million was more appropriate to achieve our projected reach frequency, and GRPs. We arrived at this number through a budget matching method after analyzing what competitor’s had spent in the past year. A secondary competitor, Lean Cuisine, spent about $14,000,000, while the clear cut market leader spent upwards of $35,500,000. It would be unrealistic to attempt to surpass DiGiorno’s share of market, but we wanted our 12-month campaign to fall somewhere in between the two. The allotted $20 million broken up between National, Cable, and Spot TV, along with print ads in Magazines, and a heavy digital presence, will allow Kashi to overtake some of the smaller competitors en route to the level of established brands like DiGiorno, Tombstone, and Red Baron.

Media Objectives Budget

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Throughout the campaign, there will be two different strategies to promote the Kashi brand. There will be heavy up months that, along with the initial launch in August, will include December, February, and May. The additional eight months will mirror September’s layout and use less GRPs across fewer media vehicles and channels. While television can be an effective way to reach a large portion of your target audience, we wanted to emphasize the use of digital because the cost to reach 1,000 people is far less expensive than Network TV during the Early Morning, Daytime, AND Primetime day parts.

Appendix References

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Bloomberg Business. “Kellogg Co (K:New York). People: David Denholm.” Bloomberg. March 14 2015. Web. 14 March 2015. http://www.bloomberg.com/research/stocks/people/person.asp?personId=116320050&ticker=K

Canadean. “SWOT Analysis: Kellogg Company.” Progressive Media Group Limited. March 12 2015. Web. 14 March 2015. LexisNexis Academic.

Clothier, Mark. "Kellogg Says Kashi May Grow to $1 Billion Brand in 5 Years." Bloomberg. February 17 2010. http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aCkra8wAv6CQ

Media Flight Plan. “Kashi Pizza (Case & Supps). Media Flight Plan. 2014. Web. 4 March 2015. http://mediaflightplan.com/student/gs.php#

Kashi. “What We Believe.” Kashi. 2015. Web. 4 March 2015. https://www.kashi.com/what-we-believe

Prepared Foods. “Trends in Frozen Pizza Market.” Prepared Foods. February 3 2015. Web. 7 March 2015. http://www.preparedfoods.com/articles/114944-trends-in-frozen-pizza-market

Progressive Grocer. “Frozen/Refrigerated Pizza.” 94.1 (2015): 18. Business Source Premier. Web. 17 Mar. 2015.

Nunes, Keith. “Kellogg installs new leadership for cereal, Kashi businesses.” Food Business News. August 1 2014. Web. 11 March 2015.http://www.foodbusinessnews.net/articles/news_home/Financial-Performance/2014/08/Kellogg_installs_new_leadershi.aspx?ID={C6ABCEA3-7930-49BD-ADCE-47E1C7559A39}&cck=1

Nunes, Keith. “Packaged Facts pegs gluten-free retail sales at $973 million.” Food Business News. January 16 2015. Web. 11 March 2015. http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2015/01/Packaged_Facts_pegs_gluten-fre.aspx?ID={DB2788D2-8B83-41EF-A553-CBB8E78707E9}

Appendix References

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Reilly, Melissa Kvidahl. "Earning a piece of the pizza pie: conventional frozen pizza has suffered some setbacks, but the outlook is good for brands that differentiate. the market still carries mass appeal, as consumers seek foods with unique flavors and ingredients. rising to the top are specialty and artisan varieties offering healthier nutrient profiles and unique flavors." Snack Food & Wholesale Bakery June 2014: 78+. Business Insights: Essentials. Web. 16 Mar. 2015.

Schultz, E.J. “Category Close-up: Frozen Pizza Getting Cold As Economy Improves.” AdvertisingAge. August 12 2014. Web 6 March 2015. http://adage.com/article/cmo-strategy/category-close-frozen-pizza-cold-economy/294508

Shayon, Sheila. “Kashi Moves Back to Cali as Cereal Brands Struggle to Regain Footing.” BrandChannel. September 15 2014. Web. 14 March 2015. http://www.brandchannel.com/home/post/140915-Cereal-Struggles.aspx

Strom, Stephanie. “Kellogg Agrees to Alter Labeling on Kashi Line.” The New York Times. May 8 2014. Web. 15 March 2015. http://www.nytimes.com/2014/05/09/business/kellogg-agrees-to-change-labeling-on-kashi-line.html?_r=0

Watrous, Monica. “Kellogg to rebuild in year ahead.” Food Business News. February 13 2015. Web. 14 March 2015. http://www.foodbusinessnews.net/articles/news_home/Financial-Performance/2015/02/Kellogg_to_rebuild_in_year_ahe.aspx?ID={45FBB87D-BA66-4290-A234-2EBA7C212725}

Appendix Charts & Indexes

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(Reilly)

Other indexes are provided on pages throughout book.

AppendixSurvey Results

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AppendixSurvey Results

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AppendixSurvey Results

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AppendixProvided by Media Flight Plan

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DMA Estimated Sales (000)

DMA Estimated Sales (000)

Atlanta, GA 735.7 Baltimore, MD

324.3

Boston, MA 718.7 Clevland, OH

481.1

Detroit, MI 625.9 Greenville-Spartanburg-Asheville-Anderson, SC-NC

279.8

Hartford & New Haven, CT

329 Houston, TX

631.3

Indianapolis, IN

301.1 Kansas City, MO-KS

268.5

Las Vegas, NV

233.3 Los Angeles, CA

2014.6

Milwaukee, WI

270.5 Minneapolis-St. Paul, MN

500.9

Nashville, TN

297.3 New York, NY

2647.5

Orlando-Daytona Beach-Melbourne, FL

464.4 Philadelphia, PA

915.3

Phoenix, AZ

572.2 Pittsburgh, PA

344.3

Portland, OR

390.6 Raleigh-Durham, NC

329.1

Sacramento-Stockton-Modesto, CA

496.5 St, Louis, MO

346.5

Salt Lake City, UT

273.4 San Antonio, TX

254.6

San Diego, CA

384.5 San Francisco-Oakland-San Jose, CA

876.4

Seattle-Tacoma, WA

593.2 Tampa-St. Petersburg, FL

565.5

Washington, DCHagerstown, MD

726.4 West Palm Beach-Ft. Pierce, FL

263.4

Miami-Ft. Lauderdale, FL

568 Dallas-Ft. Worth, TX

744

Columbus, OH

270.2 Cincinnati, OH

248.3

Chicago, IL

1100 Charlotte, NC

341

AppendixProvided by Media Flight Plan

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Seasonality

Competitive Expenditure Data

Regional Index Number Data

AppendixProvided by Media Flight Plan

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