gardenburger

For the Love of Shape


10/20/0810/20/08

Gardenburg

er Gardenburg

er WWei-ting, ei-ting, AAakanksha, akanksha,

YYi-wen, i-wen, CCamille, amille,

CChrishris

WAY2CWAY2C

Analysis

Analysis


WAY2CWAY2C AgendaAgenda•Gardenburger Analysis-Market Analysis -Target Group-Advertising strategy

•WAY2C Analysis-Target Group-Medium: Internet-The Campaign

2-345-6

8-1819-3233-34


WAY2CWAY2C

Gardenburg

er Gardenburg

er Analysis

Analysis


WAY2CWAY2C

http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468

Market AnalysisSales % of meat/poultry substitutes in the U.S., 2006

2




WAY2CWAY2C


Market AnalysisSales % of vegetarian food in the U.S., 2006

3



Target Group

Demographics:•Adults aged 25 – 54 (focus on women)•College-educated•Household incomes of at least $50,000

Psychographics•Women: Cultural Creatives and saviors of the environment.•Who frequently, but only intermittently, demonstrate behavior characterized as 'healthy eating/active lifestyle.‘•Firmly committed vegetarians, quasi-vegetarians, 'true believers,' and the 'involuntary healthfuls’.

http://www.slideshare.net/ludaniel/garden-burger-case-study-presentationhttp://www.warc.com.libezproxy2.syr.edu/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH79226&Tab=A


WAY2CWAY2C

4

http://www.slideshare.net/ludaniel/garden-burger-case-study-presentation

http://www.warc.com.libezproxy2.syr.edu/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH79226&Tab=A

Advertising Strategy

Media used:

•Television, print, OOH, PR, price promotions during peak holidays. ‘Eating Good Just Got Great’ campaign (1998)Slogan: Surprising good taste.Annual advertising budget: $14 million.Television: $1.5 million (on Seinfeld), plus other shows.Print: Oprah magazine, Real Simple.


WAY2CWAY2C

5



Advertising Strategy

•In 2006, Gardenburger launched both a new promotional campaign and redesigned its packaging to revitalize the brand. The campaign centered on the slogan "Eat Positive" and stressed Gardenburger as "all-natural, healthy and environmentally friendly.” Media Used: Print advertisements in Utne Reader, Body & Soul and Vegetarian Times; and the Gardenburger website.


WAY2CWAY2C


6



WAY2CWAY2C

WAY2C WAY2C AnalysisAnalysis

DemographicsAge: 18- 24Gender: FemaleRaceBlack/ African AmericanAsian/ Pacific IslanderEducationCollege- 3 Full yearsAttended College (1-3 years)Household Income40,000-50,00025,000 or less

TargetGroup Geographic

s New York MetroNorth East PacificSouth EastSouth


WAY2CWAY2C

9

Results suggest that there is a direct relationship between income level and the likelihood to use meat substitutes, as lower-income households are more likely to use these products.

TargetGroup

Hispanic, Black, and Asian consumers are more likely to use meat substitutes than their White counterparts.


WAY2CWAY2C

10

They take risks and tend to accept new and unconventional things. They are smart, independent, strong-minded, imaginative, witty and amusing. They pay attention to arts, music and travel. Being attractive to the opposite gender is also very important to them.

TargetGroup

Psychographics

•Source: SIMMONS, 2006


WAY2CWAY2C

11

TargetGroup

Psychographics

•Source: SIMMONS, 2006


WAY2CWAY2C •Most of them like to keep up with the latest fashions and often spend more than they can afford while shopping. Also they are usually too busy to take care about themselves, let alone spare extra time to prepare a healthy meal. So they believe the fast food can fit their busy lifestyle.

•Advertisers who create marketing materials that foster a positive self-image with this demographic are likely to see positive results.

12

Consumer Insights: Why vegetarian/meat alternatives?


WAY2CWAY2C

•Health impact of the vegetarian lifestyle: Improved nutritionInformation about the benefits of avoiding animal products is being spread more effectively, with more coherent and compelling messaging, which has led to improved nutrition habits.Weight lossA vegetarian diet—including the use of substitutes for meat, cheese, and other animal products—offers an effective way to maintain a healthy weight.

http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 13



WAY2CWAY2C

•Social and lifestyle factors: Concern for the lives of animalsMany individuals consider the killing and subsequent eating or other use (e.g., fashioning of leather products) of animal products to be unethical, unnecessary, or cruel.ConvenienceProcessed vegetarian foods offer faster, simpler preparation and prolonged shelf-life compared to their animal product counterparts. Gardenburgers, for example, cook in approximately half the time as a beef-based hamburger. 20% of vegetarians cited ease of preparation as one of their primary reasons for choosing a vegetarian diet.





WAY2CWAY2C

•Environmental impact:The production of meat and animal products to meet consumer demand places a growing burden on the natural environment.Two thirds (65%) of U.S. vegetarians and vegans choose to be so in order to be healthier, compared to those listing religion (13%) or allergies (10%) as a main reason.



15


Consumer Usage Behavior


WAY2CWAY2C

•Vegetarian burgers represent the most popular meat alternative among those households that use meat substitutes. Indeed, “veggie burgers” have increased in popularity during the last ten years, as their taste has improved and numerous varieties have emerged.Over two thirds (69%) of vegetarians who eat meat substitutes use burgers as opposed to 64% of non-vegetarian respondents.

•Morningstar Farms, Boca, and Gardenburger are the three most popular brands among consumers of meat alternatives.

16



WAY2CWAY2C

•Boca is used most frequently by vegetarian households, by a slim margin, while Boca and Morningstar Farms are equally the top choice among non-vegetarians.Morningstar Farms, Boca, and Gardenburger appeal most strongly to households with income of $75K or higher, while smaller brands such as Lightlife and Natural Touch are more likely to be used by households with incomes lower than $25K.






WAY2CWAY2C

•In terms of brand penetration, the most-purchased brand is Morningstar Farms, that has achieved 33% penetration among consumers who ever buy. Other leading companies are Boca (32%), Gardenburger (30%), and then Amy’s Kitchen, Lightlife, Natural Touch, White Wave, and Yves all at 14-18% penetration.


18



Medium: Internet•Target group heaviest users of Internet Internet among current Gardenburger consumers: index 145 (MRI+)

•Inherent advantages of Internet-We can target how we want: minimal waste-Interactive-Measurable: CPM and CPC-Web analytics- helps reducing waste-Can be improved while campaign is going on-Cost efficient


WAY2CWAY2C

19

Why Internet?


WAY2CWAY2C

•Winning sectors: Internet usage saw a 30% increase from 2005 to 2007

•TNS Media Intelligence predicts that Internet adspend will increase 14.4% in 2008.

•Americans are spending 32.7 hours a week online, compared to 16.4 for television, and 3.9 hours for reading newspapers and magazines, according to a February 2008 article in Mac Week. http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id

=301431 20



Why Internet?


WAY2CWAY2C

•According to internetworldstats.com, 70.9% of Americans had Internet access, and 30% had broadband connections.Respondents aged 18-24 are far more likely than other respondents to want to be “entertained by Web ads,” and “want to vote on whether a Web ad is good or bad.” This presents an ideal opportunity for companies to build relationships with young consumers.


21

Why Internet?


WAY2CWAY2C

•Web analytics help reduce waste through the following:Competitive analysisPay per saleCost per clickPay per clickSearch marketing Collaborative filterBehavioral targetingClickstream analysis

www.warc.com

22

Women and Internet


WAY2CWAY2C

•According to Nielsen/NetRatings, women make up 52% of Internet users; their usage has grown 19% since 2003, versus only 12% for men.Women 18-24 years old hold the highest percentage of any female age group for internet activity.Women of this age group are much more likely to rely on the Internet as their prime source of entertainment, and far less likely to pay attention to commercials, read newspapers, rely on them to stay informed, and watch religious TV programs.


Women and Internet


WAY2CWAY2C

•Women aged 18-24 are more likely to use online communities for the following purposes: music, movies, video games, entertainment, education, friends, family, arts/crafts, and mother/baby. Forty percent of all game players are women and women over 18 years of age are one of the industry's fastest growing demographics. Today, adult women represent a greater portion of the game-playing population (33 percent) than boys age 17 or younger (18 percent).Women prefer streaming video on broadcast network TV. Webisodes may be an effective tool for reaching this demographic. http://www.theesa.com/facts/gameplayer.asphttp://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=295898

24

Media Strategy

•Theme: ‘For the Love of Shape’

-StrategyWebisodeGameDisplay advertising Preroll-BlogsGoogle SEM/SEO


WAY2CWAY2C

25

Webisode•An episode of a television show that airs initially as an Internet download or stream.

•Ugly Betty “MODE after hours” on abc.com.-Gardenburger product placement in the webisodes and official sponsorship.

•Benefits-Product integration -Sense of affiliation


WAY2CWAY2C

26

Game

•Creating a microsite.

•Creating iGoogle widget.

•Mobile integration: game downloads.

•Gardenburger to team up with H&M retailers for a co-sponsorship.

•Game Motive: Whoever eats the healthiest, wins!Concept: Travel through a maze and collect healthy food items. Gargenburger is the only food item with a name - the other items are generic.

Incentive: Out of every 100 winners, top 5 will receive a 30% off coupon to H&M stores. Top 20 will receive a coupon for a free Gardenburger.


WAY2CWAY2C

27

Game Benefits•Sign up required to view/save scores: Lead generation.

•They can send the website link to a friend- can become a viral.

•Wider reach through mobile downloads.

•In store integration: H&M stores can have some computers set up where TG can play the game – instant gratification.


WAY2CWAY2C

28

Advertising

-Promoting the game as well as GardenburgersCPC for game based bannersCPM for branding purposesAdnetworks (both CPC,CPM): TribalFusionVertical-Shopping, WomenIndependent websitesYahoo.comFacebook.comAOL.comMSN.comBenefitsBehavioral/contextual targeting through adnetworksBranding through banners

Display


WAY2CWAY2C

29

Preroll•Video ads placed on video platforms.

•They will direct traffic towards the game.

•Running a preroll on certain websites-Yahoo movies-Abc.com-Moviephone.com


WAY2CWAY2C

30

Blogs

•Create buzz about the game and Gardenburgers in general through various blogs to create evangelists and a potential WOM.


WAY2CWAY2C

31

Google SEM & SEO

•SEM based on keywordsSEO for the websiteBenefitsIncreased traffic on GB website and through keyword search.


WAY2CWAY2C

32

The campaign


WAY2CWAY2C

•Campaign duration - 6 months:December 2008 – May 2009

•Will be executed in three phases-Dec.- Jan/15: Phase IJan/16 - April/15: Phase IIApril/16 - May/30: Phase III

•Approximate budget: $1 million - Will get us•5 million keyword impressions/month•5 million impressions on targeted sites•5 million sponsorship impressions/ month (3-4 months of sponsorship)•Along with others 33

The campaign


WAY2CWAY2C

-Budget PercentagesGame: 25%Google SEM/SEO:30%Display/Preroll: 20%Webisode: 15%Blog: 5%Contingency fund: 5%

34

The campaign


WAY2CWAY2C

Phase I: Creating awareness for the game. Emphasis on display, preroll, webisodes, blogs

Phase II: Promoting the game and GardenburgerEmphasis on display, prerolls, webisode, SEM, SEO, blogs: heaviest spending

Phase III: Promoting GardenburgerEmphasis on display, blogs, SEM, SEO

35



10/20/0810/20/08

WWei-ting, ei-ting, AAakanksha, akanksha,

YYi-wen, i-wen, CCamille, amille,

CChrishrisEndEnd

The The

WAY2CWAY2C