Presented By Kicak Media Holdings Inc.

SPIN IT TO WIN

IT.

2013 Advertising Campaign

Summary of Campaign - 2013 Overview and Situational Analysis

Current market situation, last quarters sales, competition, and overall standing

Objectives and Goals Budget Strategy Execution Methods – Media and

Promotion Post Campaign Evaluations

OVERVIEW &

ANALYSIS

Overview and Analysis

Snickers is owned by Mars Inc., and is 82 years old. As of 2012, Snickers was the top international

confectionery brand. Sales suggest an approximate revenue of $3.57

billion for 2012, capturing a 1.8% share of the market.

Closest competition is M&Ms, another Mars brand, with a $3.32 billion revenue in 2012.

Other competitors include Kraft’s “Trident” brand, which ranks at #3 for international confectioneries; Nestle; Ferrero; store brands; and Associated British Foods.

Current Target Demographic

Snickers is not trying to target a certain market or demographic, it sees no socioeconomic, racial or age restrictive boundary, and can be consumed by anyone.

Snickers is an inexpensive product, which doesn’t limit the variety of consumers who can purchase it. Not only does this product apply to Americans, but everyone across the globe, because a tasty candy bar can be satisfying to anyone.

OBJECTIVES &

GOALS

Objectives for 2013

Increase Sales and Market Share The goal of this campaign is to increase

sales of Snickers candy bars (all varieties) by at least 15%, up from 2012.

A minimum .2% increase in Market Share is desired, up from 1.8%, bringing Snickers to dominate the market at 2% globally.

Secondary Objective is to increase overall brand awareness and image to existing consumers.

Objectives for 2013, cont.

Using the Spin to Win Promotion, which will run in the United States from June 1st 2013 to September 15th 2013, we hope to reinforce a positive, fun brand image and reinvigorate existing consumers.

We are taking an Integrated Media approach and are utilizing multiple types of media for a complete, multifaceted campaign.

By using multiple vehicles, we strive for an increased reach across the country.

BUDG

ET

Budget - $178.5 Million

Since Snickers is such a large and established company, we are using the percentage of sales method to determine budget for this campaign.

Based on a revenue of $3.57 billion in 2012, we are granted a budget of 5%, or $178.5 million.

This is expected to have a ROI of 200%, assuming an increase in sales of at least 15% occurs.

This budget includes the price of all media, as well as all of the promotional items and prizes.

STRATEG

Y

Strategy

To use various forms of media to generate excitement about Snickers;

To create a “fun” image and encourage multiple/repeat purchases through the use of a “game” system (using psychological influences);

To appeal to a broad demographic for maximum impact;

To use the Prize Wheel as a recurring theme and logo for the campaign, and to leave a lasting impression in consumers minds;

And to generate an increased interest in the different product variations Snickers offers.

EXECUTION –

PROMOTION

AND MEDIA

Overview of “Spin to Win”

Spin to Win – a sweepstakes held nationally that revolves around the use of a “Prize Wheel”, for which “spins” can be earned through various means.

Will use a fully integrated approach using many different media, including but not limited to: Television Radio Internet Direct Mail Transit/Outdoor

In-Store Advertising

Magazine/Newspaper

Promotion Slogan – Spin It to Win It

Throughout the entire campaign, in addition to the Prize Wheel being a recurring

theme, the slogan, “Spin it to Win it!”

will be heavily used and reinforced.

MEDIA TYPES

AND BENEFITS

Prize Wheel

Internet – Banner Ads

Direct Mail - Postcard

Flyer/Magazine

Package Design - Wrapper

Outdoor – Transit (Bus)

Outdoor - Billboard

Additional Media

In addition to the above, Television ads would also be produced. We decided on a creative that uses a game show style theme, with minor variations between them. They are intended to be humorous, following Snickers’ general attitude and image.

Similar radio ads would be produced and released shortly after TV, when consumers will recognize the setting.

Finally, we decided to create stickers to go on vending machines that dispense Snickers products, and in-store retail displays with miniature versions of the prize wheel attached.

Social Media

While the main website will be hosted on it’s own, we will be designing a Facebook page specifically for this promotion, with links to win more codes and generate involvement and sharing.

We will also be creating a dedicated Twitter page where we will encourage consumers to discuss their winnings and involvement with the promotion.

Details of Execution - Codes

Codes will be included on every specially marked package.

Codes can be obtained on the website, www.snickers.com/spin, once a day per email address, and can also be requested via mail.

Upon obtaining a code, the consumer can “spin” the wheel virtually on the website in an attempt to win a prize or more spins.

Details of Execution - Prizes

A set list of prizes will be awarded as follows: 1 Grand Prize of $100,000; 2 Runner Up prizes of a yet-to-be determined vehicle,

valued at $35,000 or less; 10 awards of $10,000 each; 100 awards of $1,000 each; 1000 awards of $100 each; Additional small promotional items, candy bars, small cash

prizes, and codes redeemable for more spins, not to exceed a total value of $50,000.

Combined ARV of all prizes is approximately $520,000. Prizes will be handled through MRI (Marketing Resources

Incorporated), a company that specializes in prize fulfillment.

Media – Timing and Placement Introduced at the onset of the campaign:

Internet, Magazine/Flyers, Television, Bus Wraps/Outdoor, Vending Machine/In Store.

Introduced one week into the campaign: Radio - so TV has a chance to reach viewers. Direct Mail – we chose to wait one week on postcards in

order to build anticipation – there will be mentions of the postcards in one of the TV commercials, suggesting consumers “look forward” to checking their mail and receiving a code.

Campaign will run from June 1st, 2013 until September 15th, 2013. We are intentionally ending it before October to avoid conflict with the upcoming Halloween promotions.

Additional Components

In addition to our IMC approach, we are also releasing a series of coupons directly tied into the promotion. These coupons, which can be found in newspapers and some magazines, as well as in select store displays, will be “cents off” coupons, to be worth no more than 50% of the total ARV of the product, and will be redeemable at most major retail establishments. Coupons can also be earned as prizes from the Prize Wheel.

These coupons are expected to increase sales, as research has shown that many more American households are participating in “couponing”.

POST

CAMPAIGN

EVALUATIONS

Post Campaign Evaluations

Throughout the campaign, we will be periodically evaluating progress through various means, and keeping a close eye on income.

At the conclusion of the campaign, we will be conducting many rounds of awareness and recall testing during the months that follow.

This research project has a separate budget, that will be determined based on the results achieved during the campaign.

Our goal is to get feedback from customers on what they enjoyed about the promotion, what they remembered, and any negative reactions they may have had. This will help us going forward with future promotions and campaigns.

CONCLUSION

“Wrapping” Up

Snickers is currently the international leader for confectioneries, but is being closely tailed by competitors.

Our objective is to use the Spin to Win Promotion to give a boost to sales and market share and further increase Mars’ standing in the global confectionery market. As the United States is one of the world’s largest consumers of Snickers, our promotion is focused in the USA.

By using a fully integrated media campaign and adhering to a set budget, it is projected that ROI will be at least 200%, and sales are projected to grow by at least 15%.

In addition to a numerical increase in sales, we also expect to generate a more positive brand image for Snickers, as well as generating more repeat customers.

QUESTIONS?

THE END.

Thank you!