Post on 24-Jan-2017
Kashi Frozen Pizza
Strategic Media Plan
Agency Profile
Excellence
Innovation
Value
Category & Sales Obj.Current: $36 millionGoal: $40 million (15%)Natural & Organic projection: 10%Organic projection: 17%-20%
Current Media SpendingUnder $200,000 per year0.56% of salesExclusively internet placements
Target Audience Healthy Habits Simmons InterviewsLove the idea of Traveling Abroad -145
I ask for advice before buying something - 146Advertising is a waste of my life- 136I spend a lot of time in the store browsing - 176Creative, Imaginative, Innovative - 144
“I would have it if it was given to me”“Never heard of this”“Is it better than Sammy’s”“I avoid advertising”“I dont watch TV on TV”“I wish I was traveling”“Listen to Spotify all day”
Female 20 years oldCollege Student
Competitive AnalysisPrimary Competitors
Amy’s Kitchen Annie’s Homegrown
Secondary Competitors Lean Cuisine DiGiorno
S.W.O.T SummaryStrengths Weakness
es
Opportunities
Threats
● High brand recall● Wide variety of products ● Appealing to healthy
lifestyles
● Lack of recognition among frozen pizza market
● Higher price for healthier pizza affects sales
● Appealing to customers and potential customers that lead healthy lifestyles
● Show how healthy options can still taste good
● Economic situation may affect sales
● More healthy frozen options are being introduced to the market
“You’re a box.”
Media ObjectivesIncrease brand awareness among target audience
12 month spot campaignEmphasize product through digital media
Rationale:We believe this will be the best way to increase brand loyalty among target
Media StrategiesDigital Strategy
Demographically Targeted Ad NetworksPaid advertising on US travel blogsSpotify and Pandora Ads
Social Ad NetworksPinterest, Twitter, Facebook, Instagram
Earned Digital MediaBuzzFeed QuizzesPresence on Health and Wellness Blogs
Media StrategiesGuerilla Marketing
In-store sampling Local Health and Wellness Events Sponsorship of Races Pizza Installation Spring Break Sweepstakes
Reach, Frequency, & GRPIntegrated Pulsing Campaign
Heavy-Up Months (January-March, October-December)
Reach of 50 Frequency of 4.1 203 GRPs
April-SeptemberReach of 42 Frequency of 3 124 GRPs
Geographychosen by % of Kashi sales
BudgetAnticipate $40 million in salesOur budget will be $1.2 million
only %2.8 percent of total sales
(below industry average of %6.5)
“You’re a box.”