marketing 407 presentation

Brad Sanders, Lauren Traudt, Cici Wang,

Connie Jeng, Alana Leiter,

Courtney Salzberg

Wednesday, April 13, 2011

Company AnalysisKellogg’s is the largest producer of breakfast cereals and is the leader in convenience foods

Manages 31 distinct brands

Services in over 180 countries

Opened Pop-tarts World in 2010

Sales of nearly $13 Billion in 2009


Consumer Analysis

Main target audiences are Moms & Teens

57, 826,000 Total Consumers: 46.3% Males, 53.7% Females

Psychographics

Those below average in active health management, and above average in impulse shopping


The Current Target

She is a mother of 3 boys and 1 girl. Her daughter, the oldest of the bunch, just got accepted to the University of Michigan.

She is always busy keeping up with her boys, book club and the middle school and high school PTA. She’s a sucker for Dove dark chocolate and constantly makes her mother’s homemade gnocchi for the family.


Market Analysis

Sweet and savory bread and pastries segment

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Product AnalysisSales trends show Pop-tarts as the leader in the sweet breakfast breads and pastries segment of the breakfast market

Sales increased 0.6% from 2008-2009

Whole Grain line boosted sales by 44.5%

Growth stage of the product life cycle


Competitive AnalysisBiggest competitor is General Mills’ Pillsbury Toaster Strudel

Pop-tarts competitive advantage is having multiple target audiences

Indirect competitors are cereals and cereal bars

Rise in organic toaster pastries


Consumer Insight

0%

20%

40%

60%

80%

100%

Breakfast Snack To-Go Option Dessert

9%

39%

60%50%

Perceived Categorization of Pop-tarts

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Type of Food Category

BreakfastSnackTo-Go OptionDessert


Consumer Insight

Concerns Other Brand

Age Group

0%

20%

40%

60%

80%

100%

Health Taste Price Prefer Not For My Other

22%16%

9%9%21%

52%

Non-Consumers’ Reasoning For Not Eating Pop-tarts

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HealthTastePricePreferNot For MyOther

Concerns

Other BrandAge Group

Non-Consumer Rationale


Consumer Insight

Focus Group: 8 participants

5 Males, 3 Females

Ages 18-22

None had heard of the Whole Grain line

Majority consumed as a late-night study snack


SWOT Analysis


Product Positioning


ObjectivesIncrease awareness of the Whole Grain Pop-tarts line among 18-24 year olds by testing recall through surveys after 6 months

Increase sales of the Whole Grain line among health-conscious consumers over a one-year period by 10% using scanner tracking technology

Increase market share of Pop-tarts within convenience and breakfast food industry by 5% among consumers 18-24 in the next year


BudgetSales

Promotions

Sweepstakes Event

$1,200,000

Campus Promotion

$1,000,000

Advertising

TV-Cable $10,000,000

TV-Overall Broadcast

$10,000,000

Social Media & Internet

$6,000,000

Magazines$11,000,000

⤵⤷ ⤴


Advertising StrategyCreative Objective

To establish awareness of Whole Grain Pop-tarts as a healthy option for a snack

among our target audience

College-aged students concerned with making healthier choices

Creative Objective

The New Target


The New Target

She just got accepted to the University of Michigan and is nervous to be on her own in a new town

She has a tendency to put off work until the last minute, partially because she is so addicted to facebook and twitter. She’s excited to be able to make her own food choices, and couldn’t live without her daily yoga workout.


Advertising StrategyCreative Strategy

Whenever your morning starts, keep it healthy ”

“

When college students study late at night, they eat whole grain Pop-tarts

because they’re a healthy snack”“

Whole Grain Pop-tarts are a viable option for a healthy snack

“ ”Positioning statement

Strategy statement

Big unifying idea


Advertising StrategyMedia

To increase exposure of the Pop-tarts whole grain line to our target audience

To increase exposure of the Pop-tarts whole grain line to our target audience

Internet & Magazines

Goal

Media Objective

Media Mix


Sales Promotions

Trade Promotions

Merchandising Allowances for

the Whole Grain line

End-caps and slotting allowance for Whole Grain

line

Consumer Promotions

Golden Pop-tart sweepstakes

In-store samplingsCoupons

Campus Pop-tarts reps will pass out

free samples of the whole grain line in

the libraries

⤵⤷ ⤴

⤵


The Golden Pop-tartSweepstakes

Winner!

Better luck next time..


Free delivery of Whole Grain Pop-tarts to students in the library

During finals

on campus throughout the day

in the libraries at night

The Pop-tarts Girls


The Webisodes


Pop-tarts page as a platform for fans to share their passion for toaster pastries

Games, downloads, photos, discussion wallAdding a new section on Health& Nutrition

Pop-tarts real-time Facebook adsWhenever the target audience posts a status update relating to snacks, studying, late nights


⤴Wednesday, April 13, 2011

Create @poptarts

Updates on new products, events, sweepstakes and contests

AdvantagesDirect, immediate action, outlet to build relationships with consumers


Cause-‐related marke8ng

Held at universi8es across the na8onIncorporates both children and college studentsCan easily eat while on the go


Sales:

Track national monthly sales for one year

After one year whole grain line sales should increase by 10%

Evaluation

Advertising:

concept testing, copy testing, concurrent testing, post-testing


marketing 407 presentation

Documents

grain pop tarts line

grain poptartsnight

poptartswhole grain

poptartsgoalwhole grain

golden poptartfor

poptarts girls free

grain linewednesday

breakfast market sales