1 whole grains on a mission Kashi Pizza Sarah Campbell Alex Underwood Kayla Patak Kapriatta Jenkins MCJ 333
2 Table of Contents Story Page 2 Summary Page 4 Competition & Current Advertising Efforts Page 5-6 CDI/BDI Page 7 Goal & Strategy Page 8-9 SWOT Analysis Page 10 Demographic & Geographic Page 11 Timing Page 12-13 Marketing Mix Page 14 Medium & Media Vehicle Page 15-17 Creative Brief Page 18-20
3 Story Kashi Company is a brand that was founded in 1984 by Phil and Gayle Tauber with establishing Kashi Breakfast Pilaf. Their food is all natural and nutritiously based with different whole grains and seeds, offering a healthy alternative to cereals, snacks and pizzas. In 1987, they introduced 7 Whole Grains, including whole oats, hard red winter wheat, rye, barley, long grain brown rice, buckwheat and triticale. They are a company that is a division of the multi-billion dollar company Kellogg and they brand themselves as nourishment for people and the planet. In the same manner, Kashi promotes their pizzas as a healthy alternative to other frozen pizzas. They use fresh ingredients and are even woodfired. Each pizza has around 15 grams of protein, 10 grams of fiber, and 23 whole grains. The company currently offers six different pizzas: Greek Tzatziki Single Serve Pizza Indian Tikka Masala Single Serve Pizza Margherita Thin Crust Pizza
4 Mushroom Trio & Spinach Thin Crust Pizza Roasted Vegetable Thin Crust Pizza Mediterranean Thin Crust Pizza The objective for our campaign is to grow frozen pizza sales by 15 percent to $40 million by the end of next year. While growing the brand through advertising, we will also defend the franchise by concentrating ad dollars into a focused media mix. We will try and dominate the media channels we are advertising in.
5 Summary Brand- Kashi is a company focused on nutrition and promoting a healthy lifestyle through cereals, snacks, and pizzas. The company recently launched their new pizza line and is looking to promote this line as well as their overall brand. Goal- We want to help Kashi grow by 15% in their frozen pizza sales and we want to do this by expanding their advertising efforts outside of the internet. Strategy- Through innovative magazine advertisements, we hope to promote Kashi in a positive light to our target market Target- Demographic- This nationally reaching campaign will be target towards caucasian women ages 18-54 with children. Geographic- National and spot advertisements will be used in this campaign focusing on cities such as New York, Pittsburg, Boston, San Diego, and Atlanta. Timing- We will use a unique timing strategy and focus on New Years Resolutions and how they affect our customers. Our campaign will start in December and have peak months through the year Medium- Our campaign will use magazines, net, and spot radio Vehicles- This campaign will use one national women's magazine called Woman s Day. The following stations will have our advertisement broadcasted: San Diego KFMB AM, New York WINS AM, Boston WBZ AM, Atlanta WSB AM, and Pittsburgh KDKA AM. Reach- In peak months we have a reach of 80.9 and in months with less of an emphasis the reach is 66.5 Frequency- In peak months we have a frequency of 4.3 and in months with less of an emphasis the frequency is 2.3 Cost Per Point- For peak months CPP is $6,761 and in other months CPP is $6,446.
6 Competition Kashi pizza s largest competitors are the frozen pizza brands including Digiorno, Celeste, California Pizza Kitchen, Freshchetta, Healthy Choice, Jacks, Lean Cuisine, McCain Ellios, Mr P s, Red Baron, Stouffers, Tombstone, Tonys, and Totinos. Our biggest challenge here is that Kashi offers a wide variety of products, whereas some of our competitors only sell frozen pizza (i.e. Freschetta, California Pizza Kitchen, and Red Baron) and that is what their brand focuses on selling. Our advertising efforts will need to compete with highly established frozen pizza brands. Another challenge is that Kashi is not the only healthy frozen pizza; we compete with Lean Cuisine and Healthy Choice. The main selling point with all of Kashi s products is the health benefits. Only a few of our competitors focus on this aspect and it is something that we need to continue to promote. Another company with a healthy pizza option is Lean Cuisine. This company is a lot like Kashi and has a variety of different healthy options and even includes Weight Watcher points on all of their packaging. The difference between Kashi and Lean Cuisine is that Kashi also focuses on the natural aspect of their food. Lean Cuisine s brand promotes an overall healthy image but the pizza marketing itself does not do anything else to increase the this mindset in their customers. If we continue this attitude with our pizza it will go leaps and bounds beyond Lean Cuisine s pizza. In comparison to other frozen pizza companies Kashi has a very strong share of voice with net radio. Kashi has a share of voice of 91%. The only other brands that spend in net radio are Nestle and Palermo s Pizza. Net radio is untapped by a lot of the other companies and therefore we will dominate this media. This is calculated by our spending
7 of $2,390,400 on net radio while Nestle is spending $96,300 and Palermo s Pizza is spending $130,00. Current Advertising Efforts The current advertising efforts for their brand are widespread, including television ads, business-to-business, newspaper and internet. Their pizza advertising is strictly Internet, spending $1,973,000 this current year, while spending $31,462,400 on advertising altogether. As a brand, Kashi uses the tagline 7 whole grains on a mission to help promote their healthy lifestyle. They just recently branched out into the frozen pizza market and since it is a new product the company must increase spending on the pizza advertising to get the right results for their company.
8 CDI/BDI New York According to market data, the CDI for New York, New York is 74.9 and the BDI is 110.3. The brand is high in New York; meaning Kashi is one of the top choices when wanting frozen pizza. We can increase the category sales for frozen pizza while advertising for Kashi. Boston The CDI for Boston is 85.95 and the BDI is 94.15. The Kashi brand is also high for Boston, which means we have a competitive edge over our competition, and the frozen pizza category is at a great average that we can increase with Kashi Frozen Pizza advertisements. Atlanta Atlanta s CDI is 96.4 and the BDI is 103.7. The Kashi brand is great in Atlanta, and the frozen pizza category is high. Advertising in Atlanta gives us a great advantage. San Diego The CDI for San Diego is 88.6, and the BDI is 113.6. The Kashi brand is also very high in San Diego, meaning that frozen pizza consumers are thinking of our brand. The frozen pizza brand is at an average, but with our Kashi s Frozen Pizza advertising efforts, that can increase. Pittsburgh Pittsburgh s CDI is 110 and the BDI is 92.85. The pizza category and Kashi s brand is doing well in Pittsburgh. Advertising efforts here will be great due to the amount of consumers interested in frozen pizza and Kashi.
9 Goal & Strategy We want to help Kashi grow by 15% in their frozen pizza sales by expanding their advertising efforts outside of the Internet. In the past, Kashi only advertised their pizzas on the Internet while focusing more on their other products rather than allocating spending towards promoting their frozen pizzas. With a higher budget of $12,000,000 and increased advertising in national women s magazines and spot radio, we will be able to increase awareness for the product as well as the overall brand. This will help achieve the goal by reaching a larger audience nationally, but also concentrating on highpopulated areas that also have a high percentage of Kashi Pizza consumers. We chose to do an overall national campaign for Kashi because they are introducing their new healthy pizza product, but we chose specific cities to emphasize our campaign because they have a high concentration of our target market. Our spot campaign will be emphasized in New York, Pittsburg, Boston, San Diego, and Atlanta because according to Google Docs, these are the cities in The United States that had the highest interest in Kashi.
10 With the spot radio, we are hitting higher concentrations of our market that are willing to buy Kashi products, including healthy pizza. We chose to do our radio spots during the morning drive and evening drive because of commutes to work. This is so that we hit we hit that young to middle aged women who are driving their children to school and driving to work. In the national women s magazines, this will best reach our target of 18-54 aged women precisely, provide a visual of our healthy pizza and be an alternative media to this campaign to offer variety and to step away from the heavy internet advertising that Kashi already does. (see charts above)
11 SWOT Analysis Strengths -Well-known and established brand with loyal customers -Healthy reputation which appeals to target market -Knowledgeable about products -Large variety of pizza options Weaknesses -Not known for frozen pizza -Focuses too much on other products -Weak brand recognition because of new product -Marketed to select population of healthy eaters Opportunities -New to market, therefore room to grow -New product development opportunities -Kashi is a strong company before pizza was added to their company and will strive with this addition Threats -Competition is experienced in the frozen pizza market -Other healthy variations of frozen pizzas exist therefore, customers may choose other brands -Company is not very well-known for pizza
12 Demographic Our demographic is women that are Caucasian aged 18-54, specifically those that have an income of $50,000+ a year, have families and enjoy a healthier lifestyle. We chose this demographic because this group tends to spend more money on healthy food and more prone to promote this lifestyle among their colleagues (See charts below). Geographic We decided that the best way to reach people would be a national campaign and spot campaign. We chose national because Kashi pizza is a brand new and hardly introduced product, therefore we need to introduce it nationally to increase overall brand awareness and revenue in that specific category. We chose to do spot campaigns in cities that have the highest trends for Kashi pizza and also have a high population so that we can reach a high amount of our target more frequently and directly. These cities are New York, Pittsburg, Boston, San Diego, and Atlanta.
13 Timing The timing that we chose for this campaign is unique. According to Google Trends, healthy pizza trends peak in January when New Years Resolutions are in full force, then as the year goes by, the chart starts to fall as healthy lifestyle changes are soon forgotten. We will launch the campaign in December so that our consumers that are in the market for a healthier lifestyle change will have Kashi at the forefront of their minds when grocery shopping. Two-thirds of our budget for advertising is going to the first six months of this campaign because of this very reason. Our campaign starts in December of 2014 and ends in November of 2015. According to Google Trends for the healthy pizza category, the peak is in January and steadily decreases in trend over the year. It picks up around May in the year and also around October. We chose to put more of our budget in December, January, March, April, September and October because those were the months and surrounding months of the category s peak time. Google Trends
14 We want to have a lasting effect for the whole campaign, but put more into the months where we would have better sales. Since the highest peak of the year is in January, we are starting our campaign in December because we want to start reaching our audience before the New Year s Resolutions and weight loss goals begin. Kashi needs to be at the forefront of their minds while trying to establish a healthy lifestyle and grocery shop for healthier food. (see chart above)
15 Marketing Mix Product: Kashi Frozen Pizza which includes Place: Found in any grocery store in the nation Greek Tzatziki Sing Serve, Indian Tikka Masala Single Serve, Thin Crust Pizza Margherita, Thin Crust Pizza Mushroom Trio & Spinach, Thin Crust Pizza Roasted Vegetable, Thin Crust Pizza Mediterranean Pizza Price: Depending on area of country, price ranges from $5.99 - $7.99. The competitions price average from $3.97- $6.97. Totino s Frozen Pizza is even priced at $1.97 is priced at $1.99. Kashi s Frozen Pizza is on the higer end when comparing prices. Promotion: We use 7 whole grains on a mission which continues to promote the healthiness of our pizza. One of our beliefs is Nourish People and Planet with Progressive Nutrition. We also have a facebook page dedicated to Kashi coupouns giving different amounts off of the products, including frozen pizza.
16 Medium We decided to do multiple mediums to increase our audience. For our mediums, we chose radio and magazines. This offers multiple ways to get our message to the public and will gain the most attention from our target market. Magazines have a share of voice of 48% when we spend $9,212,400. We decided this was a good amount and would be worth spending advertising dollars in magazines. Our team also discussed using television but because of its costliness we decided against it. Also, television is already widely used by our competitors and it made the most sense to use an untapped media such as radio. We chose spot and net radio because the share of voice in this section would be very high for Kashi. Only two other companies use spot radio and with the amount Kashi has a share of voice of 91% and spend $2,390,400 to achieve this SOV. Other companies spend around $100,000 each. Net radio is untapped by a lot of the other companies and therefore Kashi will dominate this media. Media Vehicle Magazine Woman s Day is a national women s magazine that has a circulation of 3,311,803 and a target audience of women age 18-54 which makes up 93.4 % of their readership. (see chart below) It is also one of the top national magazines in America. We chose this magazine for its prime interest with our market. Because their market is strictly women in our age range our this magazine will be the perfect publication to put our advertisements in and will be able to bring in our exact target market for this campaign.
17 National & Spot Radio We chose the type of stations that are News/Talk/Information directed because it reaches our target audience with income and has a high index of 169 during 6am-10am. The share is 1.4 for this type of radio station. There are 3,984 news/talk/information stations, which is the highest amount of stations across the country (Aribitron data). Since we are doing spot campaigns in New York, Pittsburgh, San Diego, Atlanta, and Boston, we will spend more in the talk radio stations in those particular cities. (see chart below). In we will broadcast on these radio stations San Diego KFMB AM, New York WINS AM, Boston WBZ AM, Atlanta WSB AM, and Pittsburgh KDKA AM. According to Ostrow s model, our desired frequency is 4. For December, our launch of the campaign and also an example of a peak month, the national and spot reach is 80.9, frequency is 4.3 with 350 GRPS costing $1,055,100. Our CPM for both spot and national campaigns for December is $10.22. Our cost per point for both spot and national campaigns for December is $6,761. For November, the last month of our campaign and
18 example of a month with less emphasis and therefore, less of our overall budget. Our national and spot reach is 66.5, frequency is 2.3, with a total of 150 GRPS costing $966,900. Our CPM for both spot and national campaigns for December is $9.74. Our CPP for both spot and national campaigns for November is $6,446. (see chart below)
19 J-CUP ADVERTISING AGENCY CREATIVE BRIEF CLIENT: Kashi DATE: 11/18/14 CLIENT CODE: 70142134 DELIVERY DATE: 12/02/14 JOB DESCRIPTION: Create a campaign which raises awareness of healthy pizza. BUDGET: $12,220,200 1. SITUATION: Kashi pizza is available for anyone looking for an all-natural alternative to contemporary frozen pizza. 2. OPPORTUNITY: Healthy lifestyles and ways of eating are more prevalent in the U.S. now more than ever with people willing to buy new options that promise to be a healthier version of foods they love. 3. OBJECTIVE: Increase awareness of the healthy nature of our pizza Increase overall sales of the frozen pizza category.
20 4. TARGET AUDIENCE: Working, white women ages 18-54. Their salary ranges from $50,000 and above. They care most about a healthy lifestyle. This audience mostly resides in urban, progressive cities in the U.S. 5. MEDIA OPPORTUNITIES: A good portion of the target audience, particularly the lower half, are avid internet users. This means that digital advertising would accomplish the highest reach. The upper half of this target consists of an older generation with a much lower internet use. We believe magazine would be the best choice to achieve the higher reach for this target. 6. COMPETITION: Competition includes other frozen pizza brands that also offer a healthier alternative as well, including Digiorno, Celeste, California Pizza Kitchen, Freshchetta, Healthy Choice, Jacks, Lean Cuisine, McCain Ellios, Mr P s, Red Baron, Stouffers, Tombstone, Tonys, and Totinos. Our secondary competition will include other frozen food products that fall under the healthy eating category such as Lean Cuisine. 7. KEY BENEFIT: Kashi provides a healthier option to frozen pizzas unlike anything else currently on the market. 8. SUPPORT:
21 All Natural Frozen Pizzas - a new addition to Kashi s frozen food line. The pizza crust is made with seven whole grains and our pizzas are topped with real, wholesome ingredients - things like fire-roasted vegetables, tasty cheeses and all natural chicken. Kashi All Natural Pizzas are a wholesome and convenient option. 9. TONE AND MANNER: 10. SPECIAL REQUIREMENTS: The FDA has not decided what they would title natural food but Kashi would most likely fit into what the FDA would consider natural food. 11. STRATEGY STATEMENT: To convince women ages 18-54 to purchase Kashi frozen pizzas instead of its competitors because of its nutritional values.