Jeremy ParedesDanny ShepelwichKatie BowlesEmily GentryJennifer Martin

Kitchen Entrees

Situation Analysis

New Product Launch

Colgate is launching a new product in the frozen food cat-egory. The frozen entrées are being positioned as health focused and time saving meals.

Category Information (Mintel)

Sales of frozen food entrées are forecasted to increase at an annual rate of 4.7% through 2011. This shows that it’s a good time for Colgate to enter this category.

There is also a 60% increase in consumers using coupons, and a 55% increase in consumers using circulars and going online for bargains. This is a good opportunity specifically for Colgate, because our target (The Conscious Dieters) are savvy, convenience shoppers who are heavy coupon users.

Target (Simmons)

Column: I often eat frozen dinners. I try to eat a healthy balanced diet. I like to try new products

Universe: 13.6 Million

Demographics: Age: 18-24 or 60+ Sex: Skews slightly female Race: Predominately white Martial Status: Single, Married, Widowed Education: College students/recent grads, and retired

The Conscious Dieters 3 main Insights •Theyaredietexperts. •Theirbusylifestylesmakeitchallengingtoeat healthy. •Theyareintentionalinthewaytheyactandinthe way they eat.

Media Habits Magazines are their main source of entertainment. They often notice the ads on billboards. They find TV advertising interesting. When in the car, they always listen to the radio. Their 2 highest media quintiles are Cable TV and magazines.

Top DMA’s L.A., Dallas, Atlanta

Competitive Analysis (Also see Appendix)

Three Main InsightsMagazines and TV dominates spending in the category. Even though Colgate’s competitors use a variety of media, they have one media that they focus on and spend most of their media on. The current messaging between the competitors is either focusing on the ingredients or the taste. Colgate has the opportunity to push the convenient factor of their frozen entrées.

Lean Cuisine • Media spend is consistently the highest ($30.8 Million in 2009) •Mainmedia:NetworkTV •Messaging:Fresh,healthyingredients

Smart Ones •Mediaspendin2009:$8.1Million •Mainmedia:NationalMagazine •Messaging:Ittastesbetterthanyouthink

Healthy Choice •Mediaspendin2009:$4.8Million •Mainmedia:CableTV •Messaging:Ittastesbetterthanyouthink

Kashi •Media spend in 2009: $8.86 Million •Mainmedia:SpotTV •Messaging:Fresh,andhealthyingredients

Media Analysis (Also see Appendix)

Media Plan

Creative Messaging Suggestions

Magazines:We suggest Colgate place specific messaging in these magazines during the below months, that are generally tagged as “weight lose season”. This correlates with our strategy that states “Reach them when they are most dedicated to watching their weight”.

Fitness & Nutrition & Resolutions:Parade- January USA Weekend- January, April, & MayTime-November&DecemberBetterHomesandGarden-*sponsor“Lose5PoundsFast”in the Health section

Summer Beauty & Getaway:Glamour- MayUSA Weekend- May

TV Channels:We also suggest teaming with certain TV shows that our target is watching, and incorporate the messaging into the actual show.

Lifetime- Integrate our commercial with diet tips during “DietTribe”TBS- Integrate our commercial with diet tips during “Movie and a Makeover”USA-Calloutthemaincharacterof“BurnNotice”foronlyhaving yogurt in his fridge; suggest he stock his freezer with ColgateFrozenEntrees

APPENDIX - Competitive AnalysisMedia Budgets

Lean Cuisine is the #1 spender in the category

Lean Cuisine

Smart Ones

Kashi

Healthy Choice

2009

$30.8 MM

$8.1 MM

$8.86 MM

$4.8 MM

$52.6 MMMakes up about 90%

of the category

2%3%

45%

24%

1%1%

25%

Lean Cuisine

Cable TVFSI Coupon InternetNational MagazineNetwork TVSpot TVSyndicated TV

94%

6%

Smart Ones

36%

10%37%

17%

Kashi

42%

6%

52%

Healthy Choice

Media Mix by Competitor

Overall Share of Voice

66%

34%

2008

9%

17%

15%59%

2009

Lean Cuisine Smart Ones KashiHealthy Choice

The Category is becoming more competitive

Spending Trends

01750350052507000

Jan Mar May July Sep Nov

Lean Cuisine

Med

ia S

pend

(00

0’s)

01500300045006000

Jan Mar May July Sep Nov

Smart Ones

Med

ia S

pend

(00

0’s)

0

1500

3000

4500

6000

Jan Mar May July Sep Nov

Kashi

Med

ia S

pend

(00

0’s)

0750

150022503000

Jan Mar May July Sep Nov

Healthy Choice

Med

ia S

pend

(00

0’s)

APPENDIX - Media Plan Quintiles

Quintile 1

Quintile 2

Quintile 3

Quintile 4

Quintile 5

14

16

19

20

27

Magazine Group

27

27

23

21

20

Newspaper

19

18

17

20

21

Radio Drive

20

17

20

21

19

Radio All Day

20

18

18

21

22

TV Early and Late

16

20

21

18

22

TV Primetime

16

20

19

20

23

TV All Day

16

20

19

20

23

TV All Day

18

15

18

18

28

Cable TV

19

21

19

18

22

Yellow Pages

21

21

20

20

19

Outdoor

13

9

11

12

13

Internet at Home

5

5

4

5

9

Internet at Work

12

9

12

13

15

Internet at Home and Work

Magazines

Cable

Outdoor

Radio

Cost

3,676 MM

3,395 MM

1,254 MM

272 MM

Coupons 1,780 MM

TOTAL

Gross Impression

Avg. CPM

$6,552 MM

$3,900 MM

$7,328 MM

$1,872 MM

$4,838 MM

$1.78

$1.15

$5.85

$6.87

$16.00

10,376,643,894 $24,491,259 $6.33

Cost/CPM Breakdown

ReachandFrequencyGoals

7Frequency

Goal

85%ReachGoal

1 2 3 4 5 6 7 8 9

Competition (Light vs. Heavy)

X

Product Life Stage (Old vs. New)

X

Campaign Life Stage (Old vs. New)

X

Message Complexity (Low vs. High)

X

Wear-out Potential (High vs. Low)

X

Clutter (Compatible vs. Neutral)

X

 

595 GRP Goal

Schedule

2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cable

Magazine

Radio

OOH

Digital Coupon

FSI/Coupon