Jingos! Campaign Book

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Te st Market campaign Karri Gallagher - Calvin Grover - Dan Gunderson - Tim O’Hollaren - Josh Ojala - Kelsey McKey - Krista Voyvodic
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Transcript of Jingos! Campaign Book

Page 1: Jingos! Campaign Book

Test Market ca mpaign

Karri Gallagher - Calvin Grover - Dan Gunderson - Tim O’Hollaren - Josh Ojala - Kelsey McKey - Krista Voyvodic

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Table of contents!

Jingos! Test Market Campaign - Page 0

1. Executive Summary 1-22. Situation Analysis 3-283. Test Market City 29-30

4. Campaign Objectives 31-325. Trade Distribution Plan 33

6. Sales Forecast 347. Target Market Recommendation 35-42

8. Media 43-489. Sales Promotions 49-57

10. Creative 58-6811. Budget 69

12. Work Cited 7013. Appendix 71-

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1. Executive summary!

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The world that surrounds us is in constant change. Time has become a thing of utmost importance and our eating habits are always in flux. When it comes to snacking, consumers are looking for something that is quick, convenient and cost-effective. In life today, there is no time for snacks that require any type of preparation.

The plan that follows is designed to create maximum awareness of Pepperidge Farms’ new Jingos! snack crackers within Spokane, WA. Jingos! is a completely new product being released into a very competitive market that already has numerous brands in which consumers are loyal. The new snack will be distributed into stores on January 1st, 2013 and will include three flavors: Fiesta Cheddar, Parmesan Garlic, and Sweet Lime & Chili.

The specific audience that will be targeted in this test market campaign was derived from primary and extensive secondary research. A few select forms of media have been chosen to reach the audience in the most cost effective and timely manner. Each one will deliver the unique position to our audience that Jingos! withholds, while highlighting key product features. These features will also differentiate Jingos! from its competitors in the market. Through implementation of special promotions and advertising strategy, our target audience will be fully engaged with Pepperidge Farms Jingos!. All original campaign goals will be achieved within the calendar year and Jingos! will be driven into the hands of the consumer.

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2. situation Analysis!

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The Market

The cracker market is changing and adapting in order to follow popular trends in the snacking category. As many brands transition from being a side item to a snack food, certain characteristics have changed in order to accommodate individual consumption.

SIC Code:The SIC Code for the cracker industry is 2052. The specific code of 2052 applies to both crackers and cookies within the processed food categories. The code of 20 represents the “manufactured foods and kindred product”. According to the NAICS codes, cookies and crackers are categorized under 311821 “cookie and cracker manufacturing.”1

Market size and growth trends: The cracker market as a whole has seen an increase in demand over the last few years, with cracker sales increasing since 2009. Total retail sales in the U.S. were $6.5 billion in 2010. The recession caused a large decrease in sales before 2009, but sales were driven upwards as the market slowly revived. Future growth is estimated to continue as retailers are able to increase prices without hurting the demand for crackers.

New choices in cracker flavors have been produced in response to the demand, which has also influenced market growth. Consumers are now buying crackers to be eaten as standalone snacks, as opposed to saltines that are usually eaten with other toppings. Flavored crackers sales grew 13.1% from 2008-2010. Sales in sweet grahams and crackers with fillings have seen the largest increase, while saltines have been on the decline. Although the trend is heading towards new and bold flavors, Mintel respondents are twice as likely to try a flavor they are familiar with rather than trying something “new” or “different”. The exception to this is the under 45 demographic, which reported being more likely to try new and bold flavors.2

1 North American Industry Classification System2 Mintel Crackers March 2011

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Mintel finds 60% of respondents eat crackers without toppings, however, with younger respondents, that likelihood increases to 72%. Another influence is the fact that crackers are now being marketed as “snacks.” This change in marketing has helped encourage the switch to untopped crackers.

Trends in grocery store channels differ depending on the type of store. Supermarket sales have flattened since 2008 due to the recession and price increases. Since then, supermarket channel growth has been largely driven by private labels. In 2010, volume sales increased for the first time since 2006 by 1.6%. Comparatively, sales in natural supermarkets saw a 16.3% increase, and sales in warehouse clubs have also been on the rise.

The substantial growth in the natural supermarket channel can be attributed to the demand for healthy crackers. Health claims have helped increase market shares by 8% from 2008-2010 for “all natural” and 7% for claims like “whole grain.” 53% of respondents who buy crackers say overall healthfulness is an important factor when making purchasing decisions.

Major brands have dominated the market. More than half of Mintel respondents have reported buying only name brand crackers. A quarter of respondents will always buy the same name brand.

Women provide a unique buying distribution in the cracker market. According to Mintel, women are more likely to consider healthy labels. When asked what factor had the most influence on purchasing decisions, 58% of women cited overall healthfulness to be most important. Only 47% of men shared this concern. Claims such as “no trans fat” or “low fat” also appeal mostly to women. In addition, point of purchase promotions were also found to be more effective with women. Females ranked significantly higher than males in response rates to promotions related to purchasing new products, including free in-store samples, coupons or discounts, and special displays in stores.1

1 Mintel Crackers March 2011

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Afreein‐storesample: Acouponordiscount: Aspecialdisplayinthestore:

Which of the following would de�nitely convince you to try a new kind of cracker?

Base: adults 18+ with internet access who buy crackers

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Another trend in the marketplace is the decrease in households with children. According to the US Census, the number of households with children has been decreasing since 2009. Snack and cracker manufacturers will have to tailor their products to a more adult oriented market in order to maintain sales.1

Market Forecast:According to Mintel, future growth of the market will depend on the ability of retailers to increase prices without hurting demand. Some supermarket chains have already announced their intention to pass along the higher cost of ingredients to consumers for many categories of baked goods.

Consumers have increasingly turned to the cheaper unit prices found in super centers and warehouse clubs during this troubled economy. This channel gained 1.5 share percentage points from 2008-10. Mintel shows growth comes primarily from warehouse clubs like Sam’s Club and Costco, which have gained share, while Walmart’s share of FDMw has declined (from 23.2% in 2009 to 21.8% in 2010).

Market make-up by product type:There are many different types of crackers within our market, including general, cheese flavored, saltines, grahams, and “other” (which includes rice cakes/crackers). Saltines are the most widely con-sumed type of cracker. According to Mintel, cracker packages come in a number of different sizes, yet all are usually within a standard size. Most brands are sold in 7-9 ounce boxes, however some market standouts are sold in packages of 12 and 16 ounces.2

Premium healthful products and private labels on the rise:As monitored by Mintel’s Global New Products Database, during the last two years, the “all natural” and “whole grain” product claims have become increasingly common in cracker launches. New pre-mium products in the cracker market place a strong emphasis on healthful claims, and in some cases even embed the positioning into the brand name. Examples include Kraft’s new premium brand, Back to Nature, as well as Glutino, a new brand of gluten-free crackers.3

1 Mintel Chips, Pretzels and Corn Snacks January 20122 Mintel Crackers March 20113 Mintel Crackers March 2011

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Competitive PositionProduct Quality:Based on the Mintel reports, those that are in the lowest household income group (under $25K) are more likely to buy private label or store brand crackers. That said, store brand penetration still holds steady with even the highest income groups at approximately one third. While consumers are consistently brand loyal and rarely stray from the brands they are familiar with, the data shows that store brands are not considered low-quality compared to the larger labels. Brand loyalty may be a driving factor behind consumer choices, but that is largely due to familiarity with the brand as opposed to conceptions about quality.1

Market Share:

Kraft Foods Inc.:Kraft Foods Inc. dominates the market with their brand Nabisco. Nabisco is responsible for many of the major names such as Triscuit, Ritz, Wheat Thins, and Premium. The 2010 market share of Kraft Foods Inc. accounted for $1,583,000,000.

Kellogg: Two of the biggest cracker brands within the Kellogg company are Keebler and Sunshine snacks. Keebler has significant market share in the cracker industry with the brands Toll House and Club, in addition to having a major hold in the cookie market. Sunshine’s primary product is Cheez-it. The 2010 market share of Kellogg’s accounted for $1,018,000,000.

Pepperidge Farms (Campbell Soup Co.): Goldfish are a major brand of the Pepperidge Farms company. They are placed in a distant third from their two big competitors with a 2010 market share of $458,000,000. Despite having a smaller share compared to the top two manufacturers, Kraft Foods and Kellogg’s (24.8% and 38.6%, respectively), Pepperidge Farms saw the most sales growth during 2009-2010 with a 5.8% increase. Kellogg’s only increased by 0.3%, and Kraft actually decreased by 1.1%.

1 Mintel Crackers March 2011

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38.60%

24.80%

11.20%

8.50%

16.90%

Kra Foods Inc.

Kellogg Co.

Peppridge Farms (Campbell Soup Co.) Private Label

Other

2010 Market Share Percentages

(8 oz)

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Brand Distribution: (Safeway)

Package Size

Retail Price

Price per ounce

Serving Size

Calories

Test Market ProductJingos! Lime and Sweet Chili 7.5oz $3.49 $0.47 23g 130Jingos! Parmesan and Garlic 7.5oz $3.49 $0.47 23g 140Jingos! Fiesta Cheddar 7.5oz $3.49 $0.47 23g 140

CrackersWheat ins Original (Nabisco) 8oz $3.99 $0.50 16g 150Triscuit Original (Nabisco) 13oz $3.99 $0.31 6g 120Ritz Original (Nabisco) 16oz $3.89 $0.24 5g 80Premium Original (Nabisco) 16oz $2.50 $0.16 16g 70Cheez it Original (Sunshine) 13.7oz $4.79 $0.35 27g 150Club Crackers Original (Keebler) 16oz $4.49 $0.28 4g 70Town House Original (Keebler) 16oz $4.49 $0.28 5g 80Goldfish Original(Peppridge Farms) 6.6oz $2.59 $0.39 5g 140CookiesOreos Original (Nabisco) 15.5oz $2.99 $0.19 34g 160Chip Ahoy! (Nabisco) 13.72oz $2.50 $0.18 33g 160Keebler Chips Delux Cookies Original 14.2oz $3.69 $0.26 30g 160Milano Original (Peppridge Farms) 6oz $3.99 $0.67 34g 180Potato ChipsLays Classics (Frito-Lay) 10.5oz $4.29 $0.41 28g 160Ruffles Original (Frito-Lay) 9.5oz $4.29 $0.45 28g 160Corn ChipsTostitos Restaurant Style (Frito-Lay) 13oz $3.99 $0.31 28g 140Mission Tortilla Strips (Mission Foods) 20oz $4.49 $0.22 28g 140PopcornOrville Redenbacher (ConAgra Foods) 26.91oz $5.99 $0.22 36g 120Pop Secret Butter (Campbell Soup Co) 9.6oz $2.79 $0.29 33g 180OtherDoritos Nacho Cheese (Frito-Lay) 17oz $4.29 $0.25 28g 140Cheetos Crunchy (Frito-Lay) 20.5oz $4.29 $0.21 28g 150Fritos Original (Frito-Lay) 14oz $4.29 $0.31 28g 160Pringles Original (Kellogg's) 6.41oz $1.99 $0.31 28g 150Rold Gold Pretzels (Frito-Lay) 16oz $3.29 $0.21 28g 110

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Based on the product distribution it is best to position Jingos! as a snack within the cracker market.

The estimated price per ounce is $0.47, which is more comparable to that of chips.

Nutritionally, Jingos! have a competitive advantage over major chip competitors, who generally have higher fat and calorie contents.

Total Fat Cholesterol SodiumTotal

Carbohydrates ProteinNumber of Varieties

4g 0mg 220mg 22g 2g4g 0mg 280mg 22g 3g4g 0mg 280mg 22g 3g

6g 0mg 260mg 21g 2g 134.5g 0mg 180mg 18g 3g 15

4g 0mg 135mg 10g 1g 121.5g 0mg 150mg 12g 1g 4

8g 0mg 230mg 17g 3g 133g 0mg 125mg 9g 1g 4

4.5g 0mg 130mg 10g 1g 55g <5mg 250mg 20g 4g 12

7g 0mg 140mg 24g 1g 218g 0mg 110mg 22g 2g 118g <5mg 105mg 19g 2g 21

10g 10mg 80mg 21g 2g 12

10g 0mg 170mg 15g 2g 1210g 0mg 160mg 15g 2g 8

7g 0mg 115mg 19g 2g 137g 0mg 150mg 17g 2g 6

2g 0mg 230mg 24g 3g 1812g 0mg 310mg 15g 2g 9

8g 0mg 210mg 16g 2g 1110g 0mg 250mg 13g 2g 710g 0mg 160mg 16g 2g 4

9g 0mg 150mg 15g 1g 101g 0mg 450mg 23g 2g 8

3

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The ConsumerThe size of the consumer market:The Spokane Designated Market Area is the 75th largest in the United States, encompassing much of Eastern Washington and Northern Idaho. In this DMA, there are approximately 1,118,794 individuals, with a nearly even split of males and females (49.81% and 50.19% respectively). These individuals live in 433,608 households, of which 67.22% are comprised of families and 32.78% are non-family households.

Frequency of purchase, usage, repurchase cycle, and trial:In surveys managed by Mintel, respondents indicated that crackers were the most common salty snack food to be consumed on a regular basis, with 74% of respondents indicating that they ate crackers on a weekly basis. This suggests that the regular weekly shopping trip will commonly include picking up some variety of cracker to accommodate the trend of weekly consumption.

Individuals under 35 are generally more likely to consume crackers as a standalone snack, as opposed to over 35s who more commonly consume crackers with a topping or as a companion to soup or salad. Under 35s tend to prefer flavored or filled crackers, while saltines are favored more by the over 35s as they are more suited to accompany toppings or soups.Looking at an even younger market, individuals 18-24 are more likely to snack while on the go. This makes portable packaging and vending machine distribution a larger factor than with other age groups, who overwhelmingly snack while at home.1

Definition of market by socioeconomic groups and sociopsychological characteristics:Within the Spokane DMA, over 87% of the population is white. Most have completed some level of college, or at least a high school diploma or GED. Over 50% of the population is married (accounting for the high percentage of family households) and take in an average household income of $54,149.

Many individuals in this DMA can be classified as “the outdoors type,” as fishing, hunting, hiking, and other outdoor activities rank favorably among residents. Additionally, most indicated that they held largely conservative political views and that religious faith played a role in their lives.In regard to snacking, many admitted that snacking between meals was a common practice. Most indicated that “healthy foods” were the preferred choice of snack food, though what qualifies as “healthy” was unspecified. Coupon offers were said to provide the most incentive for purchase, and most indicated that they preferred to shop at specialty stores. The reason stated for this was that specialty stores carried the “best brands,” though again, these brands were unspecified.

1 Mintel Crackers March 2011

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Consumers’ knowledge and/or attitudes towards product category and individual brands:More than half of Mintel respondents who buy crackers only buy name brands. A quarter of these respondents say that they always buy the same name brands. Comparatively, 42% say that while they always buy name brands, they may switch brands. Only 5% say that they buy store brands.

Ritz crackers are popular across all income levels, while Wheat Thins and Triscuits are more popular among higher income demographics.

Over 55s also show a strong loyalty to brands and are less likely to buy private label, demonstrating that seniors are willing to pay for the foods they like. These individuals have likely been eating the same brand for years and aren’t looking to break that pattern. Meanwhile, under 35s are more likely to buy private label crackers. Private label purchases are also more common among households that earn under $25K.

Respondents whose households earn more than $50K a year are more likely to report eating flavored crackers, with the flavored category finding its greatest popularity among the highest earners ($150K+).

Factors influencing selection:Flavor is the most prominent deciding factor, with people citing twice as often that they would purchase based on familiarity of flavor as opposed to a “new and different” flavor.

Durability, texture, and matching with other flavors were secondary concerns, though convenient packaging was something of a larger factor among 18-24 year olds.

Feedback from friends/family, in-store sampling, and coupons or discounts are all heavy influencing factors in getting people to purchase, though in-store sampling is most effective with women.

Women also appear to be more open to different types of crackers and are more likely to report eating club/butter crackers, wheat crackers, and flavored crackers. Because women are traditionally the family shoppers, they tend to be more aware of the options available on retailer shelves. Additionally, women are much more likely than men to say they buy crackers on sale, but are not necessarily more likely to buy store brands, suggesting a stronger loyalty to brand.

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Trends or recent changes in any of the above factors:Gluten-free products are becoming an increasingly prominent market. 21% of Mintel-surveyed respondents said that “gluten-free” is something they look for when reading labels, despite the fact that less than 10% of people have a diagnosed sensitivity to gluten. This suggests that gluten-free products are simply the latest thing in the healthy eating trend. Similarly, low-calorie, low-fat, and other healthier-branded snack foods are gaining popularity.

Primary Research Findings

Survey:In order to gain insight into the mind of our audience, we conducted a survey through the survey platform Qualtrics. Our survey focused on the snacking habits and attitudes of people ages 25-44. We began by asking basic questions about snack preferences and purchasing habits, and then moved onto more detailed questions about brands and crackers.

A major finding from the survey was the fact that 44 out of the 50 total respondents found themselves snacking in between meals. Only 6 claimed to not snack in between meals. Another component of our survey we found significant was the activities that our target audience do while snacking. We have shown these results in the graph below.

“I think I’d buy them now that I’ve tried them.”

-Taste Test Participant

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While we found that most respondents snack between meals, they also snack alone. 38 people said they usually snack alone versus the nine who said they snack with others. After getting some data concerning snacks as a whole, we wanted to narrow our research down to crackers. About 57% of people said they preferred flavored crackers, which was slightly higher than the 43% of respondents who said they prefer non-flavored crackers.

On computer 39%

Reading/ Homework 8%

TV/ Movies 37%

Other 16%

I do not snack 0%

Is there anything you usually do during snacking?

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Taste Test:We conducted a large scale taste test to gain insight into which of the three flavors of Jingos! are most preferred. We laid out samples of each of the flavors in front of the boxes so people knew what flavor they were trying. Respondents were told they could try any or all of the flavors. We kept track of not only which flavors were most preferred, but also which flavor they were drawn to first. Within an hour and a half we had 77 respondents participate in the taste test.

As respondents would approach the table, we would offer them a chance to try each of the three flavors, which included Parmesan Garlic, Fiesta Cheddar, and Lime and Sweet Chili. We filmed the entire exchange while other members of the team kept track of the initial choice of flavor for each participant, as well as flavor preference.

The results were fairly evenly distributed in terms of the three flavors. Fiesta Cheddar was first with 28 participants choosing it first, followed by 26 for Parmesan Garlic and 23 for Lime and Sweet Chili. Out of the respondents who tried the Fiesta Cheddar flavor, 22 of them determined that it was their favorite, while only 5 of them decided it was their least favorite. One participant said that “fiesta flavors are usually really spicy and the fact that these aren’t is a good surprise.” The other flavors were fairly equal in terms of positive and negative responses. However, between Parmesan Garlic and Lime and Sweet Chili, typically if a respondent loved one of these flavors they hated the other one. We found the flavors to be more of a hit or miss in terms of preference, but received an overwhelmingly positive response to the Jingos! in general. Many people said that having tried Jingos!, they would be inclined to buy them.

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Dealers, Distributors, BrokersDistribution of snack crackers is done through wholesale retailers who buy them from the manufacturer then deliver to retailers. Jingos! are delivered in cases of twelve at $1.91 at wholesale price per unit, making each case $22.92.

Competitors such as Kellogg and Nabisco use direct store-door delivery systems within the U.S., although other distribution methods are used. Pepperidge Farms buys routes with brokers to distribute the majority of their products.1

1 Forbes

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Advertising HistoryAdvertising Expenditures:Within the cracker market, media spending varies widely by brand. In 2009, the top two spenders both spent more than twice what the next three brands spent.

34.6

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Ad Spending 2009 in Millions

Nabisco Ritz Sunshine Cheez-It Nabisco Wheat ins Pepperidge Farm Goldfish Keebler Town House Nabisco Triscuit

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Copy analysis of basic appeals being used:

With their Wheat Thins Crunch Stix, Nabisco targets a very young male demographic. Mintel’s data shows that 18-24 year olds are the most likely group to eat breadsticks, which are Crunch Stix’s competition. Wheat Thins appear to be shoring up their market by appealing to single males 15-25. In addition, Wheat Thins probably have the most engaging advertising. Their “Twitterventions” target people who mention Wheat Thins on Twitter, regardless of whether it is praise or criticism. This is a very interesting and creative approach as it is interactive and encourages users to discuss Wheat Thins online.

Nabisco’s Ritz crackers have a much more energetic approach in their ads. Their Suburban Block Party ad features Wyclef Jean leading a marching band through a quiet suburban block party, injecting energy into the festivities with Ritz crackers. This ad can play well with white and black viewers younger than 35 who like to entertain.

Nabisco takes a different approach with their Triscuits ad. Featuring a young, upscale and diverse cast, their Urban Rooftop ad focuses on a much more urban market than Ritz. Advertising whole grain in a well-to-do kitchen and a rooftop filled with plants presents a much more high class snack than other crackers.

Keebler also follows a similar upscale market for their Townhouse Flatbread Crisps with their Pop-up Book ad. The ad opens with scenes of Italian country and seasides to highlight the Italian flavor of the crackers before featuring three women eating them while on a picnic in the city. Keebler is promoting their Crisps away from their brand name, and do not mention it once in the ad.

Sunshine’s Cheez-Its attempt to blend both the upscale and humorous approaches in their ads. In their Cheese Inspection ads, they promote the cracker’s all natural ingredients while still creating a humorous situation with a personified “immature” wheel of cheese.

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Analysis of media patterns:

$32,769

$19,577

$122,723

$16,977

2007 SOV

Sunshinetotal

Keeblertotal

Nabiscototal

PepperidgeFarmstotal

$31,424

$12,599

$91,803

$20,203

2008 SOV

Sunshine total

Keebler total

Nabisco total

Pepperidge Farms total

$36,458

$18,762 $66,928

$13,439

2009 SOV

Sunshine total

Keebler total

Nabisco total

Pepperidge Farms total

$35,327.0

$18,718.1$50,865.4

$20,445.8

2010 SOV

Sunshine total

Keebler total

Nabisco total

Pepperidge Farms total

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Nabisco: From 2007 to 2010, Nabisco’s dominance in media spending has diminished. Starting at 63.9% in 2007, Nabisco’s overall share of voice among the major cracker producers fell to 40.6% by 2010. The space left by Nabisco has been taken up by the other three competitors, Sunshine, Keebler and Pepperidge Farms. Sunshine has had the most consistent yearly increases, growing from 17.1% to 28.2% in 2010. Pepperidge Farms and Keebler, now around 15%, have had more fluctuations over the same period.

Sunshine: Sunshine’s media spending changed dramatically from 2009 to 2010. In 2009, it was predominantly focused on network TV with over 60% of their budget. Cable accounted for almost 25%, syndication received 13.8% and about one percent was spent on spot TV. In 2010, network TV accounted for only 36%, while cable TV received 46% of their budget. Syndication stayed relatively constant at 16.5%. Spot TV also stayed constant at 1.5%.

Keebler: Keebler’s major media spending has stayed more consistent from 2009 to 2010. In 2009, 43.8% of their budget was spent on network TV, and 35.9% was spent on cable. In 2010, Keebler spent 40.5% on network TV and 38.4% on cable. The main area Keebler has adjusted its spending has been syndication, spending 17.8% of their budget on syndication and 2.5% on spot TV in 2009. Comparatively, in 2010 Keebler spent 7.4% on syndication, 4.3 on spot TV, and 9.4% on Sunday magazines, a new addition.

Media Mix:Nabisco has diversified and adjusted its ad spending in recent years. In 2009, Nabisco spent 50.1% of their budget on network TV, 37% on cable TV, 12% on syndication and 0.9% on spot TV. Network TV spending was 46.7% of Nabisco’s budget in 2010, while cable had shrunk to 14.2%. Syndication grew to 34.2%, spot TV stayed relatively constant at 2.2%, and network radio, a new addition, at 2.6%.

Excluding Sunshine, Keebler and Nabisco both focus on network TV as their primary medium. Cable was a strong secondary medium in 2009, but by 2010 Keebler was the only brand that kept it at constant levels. Sunshine switched network TV for cable as their primary medium, while Nabisco cut it significantly. Syndication has also been a fluid medium. Sunshine kept their syndication spending constant, while Keebler cut their spending by more than half and Nabisco nearly tripled their syndication spending. Spot TV appears to be a small but consistent player in media budgets, most likely in order to reach highly targeted audience. Two unique choices were network radio for Nabisco and Sunday magazines for Keebler.

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$19,388.4

$917.3

$14,208.3

5880.7

$1,095.3

Nabisco 2010 Media Mix

Sun. Mags

NWSP

Nat'l NWSP

Outdoor

Net TV

Spot TV

Syndication

Cable

$711.8

$0.0$0.0$0.0

$3,075.4

$323.7

$562.3

2916.1

$0.0$0.0

Keebler 2010 Media Mix

Sun. Mags NWSP Nat'l NWSP Outdoor Net TV Spot TV Syndication Cable Net Radio Nat Spot Radio

$0.0$0.0$0.0$0.0

$11,087.3

$476.3

$5,087.5

14166.4

$0.0$0.0

Sunshine 2010 Media Mix

Sun. Mags

NWSP

Nat'l NWSP

Outdoor

Net TV

Spot TV

Syndication

Cable

Net Radio

Nat Spot Radio

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Advertising Results:Among the techniques explored by Mintel to promote initial trial, the most effective appear to be a request from a family member (45%), point-of-sale sampling (44%), coupon or discount (43%), and recommendation from a family member (39%).

The least effective techniques (which consumers said would not convince them to try a new cracker) include advertising in a respected magazine (43%), recommendation from a well-known chef (42%), calorie-controlled packaging (44%), and Facebook advertising (70%).

Static advertisements on Facebook are less effective than ads in magazines, with less than 15% of respondents saying that such ads would definitely convince them to try. Consistent with general media trends, these types of ads are more likely to convince under 35s.1

Advertising Examples:

Triscuit’s rocket ad stresses its fiber content as a dietary boost.

1 Mintel Crackers March 2011

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This square ad emphasizes the natural aspect of Triscuits.

This hunger pains ad portrays Triscuits as a significant snack,

and not a light cracker.

Triscuit’s swing ad is tailored to an upscale but relaxed female audience.

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Cheez-It is promoting its high cheese content in this ad.

Ritz ties in their sponsorship of Annika Sorenstam to

their fun ad.

Ritz continues its clever ads with an ad promoting Ritz for snacking.

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Sales Promotion HistoryNabisco Ritz:

Products within the Nabisco brand portfolio are often promoted through celebrity endorsements and large events such as Nascar and American Idol. These promotions often include a grand prize of cash and/or trip for the winner to travel to an extravagant event. For example, one promotion called for Facebook users to submit their Ritz recipe for a chance to win $20,000 and trip for two to meet Guy Fieri. Additionally, Ritz (along with Nabisco sister product Chips Ahoy), had a sweepstakes in which consumers could enter online for a chance to win a trip for two to see an American Idol Live Tour concert.

In the digital realm, on the Ritz crackers page of the of Nabisco website there are sections that highlight recipes using Ritz crackers, the variety of flavors of Ritz cracker products, and news about new flavors and lines within the Ritz family of crackers.

As for in store promotion and couponing, Ritz is often promoted at a price point of either $1.99, or 2 for $6 with a coupon. Furthermore, this offer often includes another Nabisco product closely related to Ritz, such as Ritz Crackerfuls or Nilla Wafers. For example, Safeway offered coupons coupling Ritz Crackers with Ritz Handi-Snacks or Ritz Crackerfuls at $1.99 per box.

Nabisco Wheat Thins:

Wheat Thins heavily uses social media to promote their brand via consumer engaging campaigns. For example, they ran the “Boldest Check-In” campaign to complement their line of bold flavored crackers. The main draw of the campaign was to “check-in” at the top of select Six Flags roller coasters. Consumers were encouraged to post pictures of themselves on Instagram using the hashtag, #coasterface. As an incentive to participate, the top 10 participants with the most “likes” were awarded two tickets to any Six Flags theme park in the United States. 1

In addition, the Wheat Thins website complements their social media campaigns by linking Twitter mentions about the brand. The site also has sections that highlight Wheat Thins being 100% whole grain, as well as its new line of flavors.

Wheat Thins’ in-store promotions often offer a coupon for 2 boxes for $5, typically valid for a 5.5 to 10 ounce box. Like other crackers in the Nabisco portfolio, this offer for Wheat Thins is sometimes coupled with a complementary Nabisco product. Specifically, prior Safeway coupons offered boxes of Wheat Thins or 100 calorie packs of Oreos for $1.99 (5.5 to 10 oz Wheat Thins boxes, 7.75oz Oreo packages).

1 mediapost.com

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Nabisco Triscuit:

The Triscuit portion of the Nabisco website highlights Triscuit flavors, wine pairings and recipes with Triscuits, and the brand story. These linkages between Triscuit and wine are key to the Triscuit brand positioning and promotional strategy. This positioning is further emphasized through a featured app called Triscuit Small Plates, which pairs each flavor of Triscuit with the most compatible wine variety.

Triscuits have also been promoted on Facebook. Triscuit marketers wanted people to reconsider eating un-topped Triscuits. Their latest ad campaign features a dramatized consumer redress. In order to launch the campaign, they gave consumers the chance to receive one of 15,000 free boxes (or one of 112,000 coupons redeemable for one free box) for writing a letter of complaint on www.ToppersTantrum.com or www.facebook.com/triscuit. According to the Triscuit Facebook page, 91,899 “complaints” were filed.

As for in store promotions and coupons, Safeway had coupon offers of 2 boxes for $6 (13 oz box).

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Keebler Club:

Though Keebler Club is a popular brand in the product category, Keebler’s promotional budget is largely focused on cookies and sweet snacks. This positioning is evidenced by their website layout and copy, listing “Cookies, Crackers, and other Goodies” for the their navigation menu and for Search Engine Optimization. The main landing page (as of October 2012) features Keebler’s sponsorship with the American Red Cross with a graphic about their “Be A Good Cookie” campaign. The crackers section of the website lists all of Keebler’s products in the cracker segment. When a user clicks through to the product a complementary recipe idea is shown in the right hand column next to the product.

Safeway coupons in the Spokane DMA during September offered 12 count variety packs of Keebler cookies with Cheez-It crackers (4 bags), 2 for $8. In the same flyer, there were coupons for $1.99 for 6 to 7 oz boxes of Cheez-It (or Keebler fudge shoppe cookies).

Sunshine Cheez-It:

Cheez-It recently promoted its new line extension, Cheez-It BIG, with a “Big Hand Model Search,” in which Facebook users submitted photos of their “epically big hand.” Cheez-It promoted the contest on their Facebook page, saying “Submit your photo and you could get your hands on the most desirable accessory ever made... the Cheez-It wallet with $10,000.” According to the Cheez-It Facebook page, from the start of the promotional period (7/9/12 to 9/6/12), a total of 974 Facebook users submitted an entry.

On the Cheez-It website, Cheez-It BIG is featured along with specialty flavors and shapes of Cheez-It (e.g. Mozzarella or Amazing Spiderman). Web site visitors can also view Cheez-It products, special offers, Box Office (which shows their TV spots) and a section for “Cheese Fans,” which documents the brand’s Facebook postings and highlights the various lines of cheese flavored crackers.

In regards to in-store promotions and couponing, Cheez-Its are often promoted at a price point of 2 boxes for $5 (9.75 - 13.7 oz). Additionally, Cheez-It offers are sometimes coupled with Keebler products as they are both within the Kellogg’s brand portfolio. Typically this brand linkage is promoted through coupons of Cheez-It and Keebler cookie variety packs ($3.99 for a 12ct package).

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SWOTStrengths:

One of the largest strengths we have is the fact that Jingos! are seasoned twice. This sets us apart from our competitors and also provides a unique and bold flavor. Another large advantage we have over other new products is that we come from an already established brand, Pepperidge Farms. Pepperidge Farms is already considered a leader in the cracker industry. Not only do Jingos! offer bold flavor, but their small size allows for increased snackability. Finally, the fact that Jingos! are always baked with no artificial preservatives increases their healthiness among other products in the market.

Weaknesses:

Price is often a large factor when purchasing crackers. Unfortunately, Jingos! are priced slightly higher than most other brands. They also have a smaller package than other brands, resulting in a higher price for less product. Although Jingos! come in three unique and bold flavors, there are only three. This limits our opportunity to reach a wider audience who have more flavor preferences.

Opportunities:

The flavors that are offered for Jingos! are unique. They are not commonly seen among other cracker brands, which gives us an opportunity to move a step ahead in the market. Flavored crackers are becoming immensely popular. These are the kinds of crackers that are being bought, which is great for our product. Finally, crackers can be positioned against other snack foods in a way that puts us ahead in the category.

Threats:

Since we are a new product, we are not known in the market, which gives us a challenge. There are many other crackers that are already established in the market. Furthermore, if consumers were to want a topped cracker, the bigger sized crackers would be purchased instead of Jingos!. One of the biggest threats that we face is the sheer quantity of products in our market. There is a plethora of snack foods out there with which we will have to compete with. Additionally, we share the market with three leading companies who are very established and successful, who pose a strong threat to our product and brand.

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3.Recommended Test Market! Spokane, WA

Spokane, WA was chosen for our test market. Spokane’s demographic make-up is very similar to the nation as a whole, making it a “little America.” This is important so that Jingos! performance in Spokane can be extrapolated to a national release.

The gender distribution is comparable to the US as a whole and changes only 0.60% when applied to the Spokane area. The education of people over 25 in the DMA was also comparable with the exception of the “Some College” category which increased significantly in the target market. The biggest discrepancy was within the race category. Spokane has a 87.97% white population which is 15.57% higher than the national average. However, white people are the highest consumers among flavored crackers which works out well for Jingos!.

Spokane USA

Population 1,118,794 308,745,326

GenderMale 49.80% 49.20%Female 50.20% 50.80%

Age0-14 19.30% 19.83%15-24 15.05% 14.13%25-34 12.61% 13.30%35-44 11.53% 13.30%45-54 13.76% 14.58%55-64 13.08% 11.82%65+ 14.65% 13.04%

Education Age 25+Less than 9th grade 3.67% 5.10%Some High School 7.43% 7.32%High School Graduate 29.32% 30.72%Some College 25.87% 16.97%Associate Degree 10.07% 9.45%Bachelor's Degree 15.42% 19.49%Master's Degree 5.55% 7.95%Professional School 1.55% 1.48%Doctorate Degree 1.11% 1.52%

Hispanic or LatinoHispanic or Latino 7.90% 16.30%Non Hispanic or Latino 92.10% 83.70%

Race Classi�cationWhite Alone 87.97% 72.40%Black Alone 1.21% 12.60%American Indian and Alaskan Native Alone 2.34% 0.90%Asian Alone 1.63% 4.80%Native Hawaiian and Other Paci�c Islander Alone 0.14% 0.20%Some Other Race Alone 3.73% 6.20%Two or More Races 2.98% 2.90%

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4.Campaign objectives!

In order to reach optimal success in our test market campaign, we have established six objectives based off of the information we gathered in both our primary and secondary research. Upon completion of the following objectives, we will have executed a full test market campaign for Pepperidge Farms Jingos!.

1. Achieve product distribution in at least 60% of grocery stores within the given test marketWithin our target DMA, there is a total of 166 grocery stores. Following the establishment of our goal of reaching 60% distribution within those stores, we chose 6 different grocery retailers, for a total of 72 stores that will carry Jingos!. Retailers chosen include Safeway, Albertson’s, Fred Meyer, Yokes, Super 1 Foods, and Rosauers. With these retailers, we will have covered 60.9% of the total market share.

2. Maintain a budget which is not to exceed $66,254.98Our total sales forecast is projected to reach $171,624.96. After considering how much of our sales forecast we wanted to allocate to our budget, we decided on 60%, equalling $102,974.98. After subtracting $36,720 in slotting fees, we reached our final budget of $66,254.98. Once we came to our final budget, we then narrowed it further into two different sections. One would allocate 60% to media buying ($39,752.99), and the other would allocate 40% to promotions ($26,501.99). With this breakdown, we expect to stay within our projected budget.

3. Advertise Jingos! through television, radio, outdoor, and online mediaIn order to reach optimal success in our test market campaign, we have established six objectives based off of the information we gathered from both primary and secondary research. Due to the variety of mediums used, we are confident that our audience will be reached while also remaining cost-efficient.

Jingos! Test Market Campaign - Page 31

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4. Reach a maximum level of Gross Rating Points (Approximately 300-400 GRPs/week) within the first phase of the campaignBecause Jingos! is a new product in the market, we want to get our product to the consumer as quickly as possible. We will also want to accomplish this task in the most effective way we can. Within the first three months of this test market campaign, we will strive to achieve 300-400 GRPs per week. Through the use of all our media outlets, our advertisements will deliver our message directly to our target audience, while also informing them of our in-store and out of store promotions.

5. Establish a constant theme that will be maintained throughout our campaign for the Jingos! brandWe are entering a market that consists of numerous different brands that are already established products. Our consumers are well aware of these products and they have their preferences. However, one thing that we have to our advantage is the fact that the Pepperidge Farms name is within that group of established brands. In order to introduce our new Pepperidge Farms product, we must position ourselves in a unique fashion. Thus, we will maintain a Unique Selling Point that will give Jingos! an image that will be recognizable to our target audience among other established products.

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5. Trade distribution plan!

There are a total of 166 total supermarket stores within the Spokane DMA, including major names like Safeway and Albertson’s. Of these stores, we have decided to target 72 of them specifically for Jingos! for our test market campaign. Our goal is to reach a minimum of 60% all commodity volume, which is possible through our decided stores.

1

Slotting Fees

Slotting fees will be necessary in order to get Jingos! into each of the selected stores. The average slotting fee in the Northwest area is $170 per item. Since there are 3 different flavors of Jingos!, the slotting fee will triple for each store.

(170 x 3) x 72 = $36,720

With the stores selected and the slotting fees accounted for, the 60.9% all commodity volume within the Spokane DMA will provide a significant distribution across our target market.

1 Lifestyle Market Analysis

Store Market Share Store CountAlbertsons 12.40% 13Fred Meyer 7.30% 5Safeway 20.70% 27Rosauers 10.30% 14Super 1 Foods 3.40% 4Yokes 6.80% 9Total 60.90% 72

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6. sales forecast!In order to figure out a projected sales forecast we determined the wholesale cost, projected case movement and store count. The stores were calculated based off of market share. We calculated it all for the full 52 weeks to determine the sales forecast for the year.

Wholesale cost = $1.91 per boxCase = 12 boxesSales goal = 2 casesStore count = 7252 weeks

(1.91(2 x 12)) x 72 x 52= $171,624.96

Sales Forecast = $171,624.96

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Using data from Simmons Choices 3, we put together an ideal target market for Jingos!. Our research revealed that the best target market for Jingos! are white women between the ages of 25 and 44 years old.

Cracker consumption by race

When studying cracker consumption by race, we found that whites and blacks are the heaviest consumers. Whites and blacks both scored in the low 80s for vertical percentage. 82.2% of blacks reported eating crackers, with an index of 99. Whites were slightly higher at 84.5% and an index of 102.

Flavored cracker consumption by race

Whites are also the largest consumers when it comes to flavored crackers, coming in at 7.3% with an index of 110. Once again, blacks came in second but at significantly lower percentages than whites. Only 4.9% of blacks reported eating flavored crackers with an index of 74. Although blacks and whites had similar results for overall cracker consumption, whites clearly are the heaviest consumers of flavored crackers, specifically.

ALL RACES WHITE

AFRICAN AMERICAN ASIAN

SOME OTHER RACE

NOT WHITE OR BLACK

Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100

Eat Crackers: YES Vertical 82.93% 84.47% 82.22% 64.97% 77.64% 72.82%Index 100 102 99 78 94 88

Eat Crackers: NO Vertical 16.04% 14.44% 17.06% 34.41% 21.17% 26.21%Index 100 90 106 215 132 163

7. Target market recommendation!

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ALL RACES WHITE

AFRICAN AMERICAN ASIAN

SOME OTHER RACE

NOT WHITE OR BLACK

Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100

BUTTER FLAVORED CRACKERS Vertical 8.08% 8.63% 7.62% 3.71% 5.25% 4.66%

Index 100 107 94 46 65 58

CHEESE FLAVORED CRACKERS Vertical 10.68% 11.46% 9.95% 5.00% 6.59% 5.98%

Index 100 107 93 47 62 56

OTHER FLAV SNCK CRACKRS(ONION, BBQ, ETC) Vertical 6.68% 7.33% 4.92% 4.20% 3.84% 3.98%

Index 100 110 74 63 57 59

GRAHAM Vertical 16.35% 18.08% 9.62% 11.20% 11.17% 11.18%Index 100 111 59 68 68 68

MELBA TOAST Vertical 3.25% 3.19% 3.32% 3.15% 3.76% 3.53%Index 100 98 102 97 116 109

OAT Vertical 1.45% 1.46% 1.36% 1.30% 1.57% 1.46%Index 100 101 94 90 108 101

RYE Vertical 2.70% 2.89% 1.33% 3.42% 2.31% 2.73%Index 100 107 49 127 86 101

SALTINES Vertical 13.73% 14.55% 11.57% 7.64% 11.76% 10.19%Index 100 106 84 56 86 74

WHEAT Vertical 12.12% 13.21% 9.07% 6.85% 8.06% 7.60%Index 100 109 75 57 67 63

Cracker consumption by age

According to Simmons, 84.3% of adults ages 35-44 answered “yes” to eating some type of cracker. This age group also had an index of 102. Adults between the ages of 25-34 had a similar result, at 80.1%. Although adults ages 55 and above have a higher vertical percentage and index, they typically do not eat many flavored crackers.

ALL AGES 18 - 24 25 - 34 35 - 44 45 - 54 55+

Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100

Eat Crackers: YES Vertical 82.93% 77.65% 80.11% 84.33% 80.65% 86.66%Index 100 94 97 102 97 105

Eat Crackers: NO Vertical 16.04% 21.13% 19.57% 14.43% 17.99% 12.30%Index 100 132 122 90 112 77

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Preferred cracker consumption by age

When looking into specific types of crackers, adults 35-44 are most likely to eat “other types” of crackers, which is the category in which Jingos! falls. Within that age range, there was a vertical percentage of 8.4% and an index of 126, the highest among that category. Adults 25-34 fell slightly behind 35-44 year olds, at 5.7%.

Cracker consumption by gender

Women eat more crackers than men, but men are not far behind. According to Simmons, 84.4% of women said they eat crackers, with an index of 102. Comparatively, 81.4% of men said they eat crackers at an index of 98.

18 - 24 25 - 34 35 - 44 45 - 54 55+Vertical 100% 100% 100% 100% 100%Index 100 100 100 100 100

BUTTER FLAVORED CRACKERS Vertical 8.08% 8.62% 9.14% 9.68% 8.89% 6.05%

Index 100 107 113 120 110 75

CHEESE FLAVORED CRACKERS Vertical 10.68% 10.68% 9.67% 10.95% 12.28% 10.09%

Index 100 100 91 103 115 94

OTHER FLAV SNCK CRACKRS(ONION, BBQ, ETC) Vertical 6.68% 7.17% 5.65% 8.39% 7.27% 5.78%

Index 100 107 85 126 109 86

GRAHAM Vertical 16.35% 16.77% 16.38% 19.48% 17.39% 13.93%Index 100 103 100 119 106 85

MELBA TOAST Vertical 3.25% 2.73% 3.01% 3.28% 3.73% 3.23%Index 100 84 93 101 115 99

OAT Vertical 1.45% 2.21% 1.14% 1.37% 1.84% 1.16%Index 100 153 78 95 127 80

RYE Vertical 2.70% 3.53% 1.41% 2.32% 3.28% 2.91%Index 100 131 52 86 122 108

SALTINES Vertical 13.73% 13.74% 15.33% 17.68% 13.73% 10.85%Index 100 100 112 129 100 79

WHEAT Vertical 12.12% 10.93% 11.18% 12.74% 10.31% 13.71%Index 100 90 92 105 85 113

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MALE FEMALEVertical 100% 100%Index 100 100

Eat Crackers: YES Vertical 82.93% 81.40% 84.36%Index 100 98 102

Eat Crackers: NO Vertical 16.04% 17.35% 14.80%Index 100 108 92

Preferred cracker consumption by gender

In regard to flavored crackers, once again men are slightly behind women in terms of consumption. Of the men surveyed, 6.5% said they eat other flavor crackers at an index of 97. Percentages of women are slightly higher at 6.9% and a 103 index.1

1 Simmons Choices 3

MALE FEMALEVertical 100% 100%Index 100 100

BUTTER FLAVORED CRACKERS Vertical 8.08% 7.76% 8.38%

Index 100 96 104

CHEESE FLAVORED CRACKERS Vertical 10.68% 10.43% 10.92%

Index 100 98 102

OTHER FLAV SNCK CRACKRS(ONION, BBQ, ETC) Vertical 6.68% 6.49% 6.87%

Index 100 97 103

GRAHAM Vertical 16.35% 15.05% 17.57%Index 100 92 107

MELBA TOAST Vertical 3.25% 3.02% 3.46%Index 100 93 107

OAT Vertical 1.45% 1.42% 1.48%Index 100 98 102

RYE Vertical 2.70% 2.44% 2.94%Index 100 90 109

SALTINES Vertical 13.73% 13.80% 13.66%Index 100 100 100

WHEAT Vertical 12.12% 11.53% 12.67%Index 100 95 105

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Target Audience CharacteristicsHousehold Size

Our target audience is most likely to live in a household with four people in it. According to Simmons, 27% of our target audience live in a four person household with an index of 157. Simmons also revealed that after four person households, our target audience is most likely to be living in either a three or five person household. Three person households had a percentage of 20% with an index of 113, and five person households came in at 15% and an index of 181, the highest index of all. The target audience is least likely to be living in a two person household, as shown by the numbers of 22% and an index of 62.

Children in household

According to Simmons, most respondents said they had no children, at 34%. However, such a low index of 54 indicates that our target audience is much more likely to in fact have children. Percentages of respondents that said they had one, two or three children came it at 20%, 27% and 13%, respectively. While these percentages are less than that for no children, their indexes come to 136, 201 and 210, respectively. Therefore, our target audience is most likely to have two children.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

ONE Vertical 13.24% 6.93%Index 100 52

TWO Vertical 35.46% 21.96%Index 100 62

THREE Vertical 17.79% 20.02%Index 100 113

FOUR Vertical 17.03% 26.68%Index 100 157

FIVE Vertical 8.49% 15.36%Index 100 181

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Further research revealed that these children are likely to be very young. 10% of respondents reported having a one year old child, with an index of 229. Three years old was the next highest reported age at 9% and an index of 233.

Employment

Within our target market, 71% of people surveyed by Simmons said they are employed. Breaking this down, 56% are employed full time and 16% are employed part time. The index for part time employment is higher than full time employment at 138, compared to 111. Also important to note, 17% reported being homemakers with an index of 275.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

NONE Vertical 62.10% 33.67%Index 100 54

ONE Vertical 14.54% 19.84%Index 100 136

TWO Vertical 13.45% 26.98%Index 100 201

THREE Vertical 6.02% 12.60%Index 100 210

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

EMPLOYED FULL OR PART TIME Vertical 61.52% 71.38%

Index 100 116

EMPLOYED FULL TIME (30+ HOURS) Vertical 50.20% 55.73%

Index 100 111

NOT EMPLOYED Vertical 38.48% 28.63%Index 100 74

HOMEMAKER Vertical 6.34% 17.41%Index 100 275

EMPLOYED PART TIME (<30 HOURS) Vertical 11.32% 15.65%

Index 100 138

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Preferred Crackers

Original Wheat Thins are the most popular cracker amongst our target audience, at 10% of respondents and an index of 151. Next are Ritz at 9% and an index of 139. Keebler Town House follows at 9%, with a slightly higher index of 148. Keebler Club is roughly similar at 9% and an index of 140. Nabisco Honey Maid Grahams have an expected decrease at 8% and an index of 130. Nabisco Triscuits fall barely behind at 8% and an index of 128. Pepperidge Farms Goldfish, while at 8%, have a higher index at 141. Sunshine Cheez-Its fall into the bottom end at 6% with an index of 137.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

NABISCO WHEAT THINS (ORIGINAL) Vertical 6.85% 10.32%

Index 100 151

NABISCO RITZ (ORIGINAL) Vertical 6.68% 9.28%

Index 100 139

KEEBLER TOWN HOUSE (ORIGINAL) Vertical 5.86% 8.69%

Index 100 148

KEEBLER CLUB Vertical 6.16% 8.64%Index 100 140

NABISCO HONEY MAID GRAHAMS Vertical 6.43% 8.34%

Index 100 130

NABISCO TRISCUITS Vertical 6.12% 7.83%Index 100 128

PEPPERIDGE FARM GOLDFISH Vertical 5.53% 7.82%

Index 100 141

SUNSHINE CHEEZ-IT Vertical 4.37% 5.99%Index 100 137

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Individual Income

Among respondents in our target audience, 40% stated their annual income was over $30,000. The highest specific bracket for our target audience was $25,000 to $49,999 at 27% of respondents. This income bracket also had a higher index than the over $30,000 category, coming in at 132 compared to 111.

As stated before, blacks scored very closely to whites in terms of cracker consumption, with a difference of only 2%. Blacks could have been a potential target audience, but when cracker consumption is broken down by types, whites are significantly more likely to eat flavored crackers. Again, they had a very small difference in terms of percentages, however the index numbers revealed that whites are by far the heaviest consumers.

Another possible target could have been people over the age of 55 as they reported the highest rates of cracker consumption. However, when we looked into the types of crackers each age group preferred, the data revealed that over 55s do not eat flavored crackers.

In regard to gender, men and women are very close in terms of both overall consumption as well as consumption of flavored crackers. We chose to target women because they had slightly higher percentages and index numbers than men.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

$30,000 OR MORE Vertical 36.52% 40.59%Index 100 111

$25,000 - 49,999 Vertical 20.66% 27.26%Index 100 132

Target audiences considered but not recommended

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8. Media!

Media objectivesThe goal for media purchases is to increase awareness within our designated market audience and drive consumers to buy Jingos! in stores. Jingos! will be promoted within a variety of different media in order to successfully integrate itself into the Spokane market.

•Targetwhitewomenbetweentheagesof25-44 •Allocatethemediaoftelevision,radio,online,andoutofhomeinordertomaximize impressions •UseacostefficiencyplantomakepurchasedecisionsbasedoffofCPMandCPP •Reach300-400weeklyGRPsforthefirsttwomonthsofthecampaigninordertomakea big impact on the market right away

35%

30%

25%

Television Radio Out of Home

Media Budget Allocation

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Media QuintilesPrime Time TV

In terms of prime time TV viewership, our target audience ranks as moderate consumers. Even though 17% fall into the highest quintile, 23% are in the second highest category with the highest index of 116. The middle quintile accounts for 21%, and the fourth and fifth quintiles take 20% and 18%, respectively.

According to this data, our target audience are above average viewers of prime time TV. The largest section of respondents are focused in the second and third quintiles, and while the highest quintile does not have a very high percentage, there is a decline in the lower quintiles. These numbers indicate that prime time TV consumption is at a higher rate.

The specific shows we have chosen to advertise on are Grey’s Anatomy, Big Bang Theory, TLC Primetime and ABC Family Primetime. Grey’s Anatomy and Big Bang Theory were ranked first and second for our target audience based on the data we acquired, while TLC was watched by 26% of respondents in our target audience according to Simmons and ABC Family accounted for 23% of our audience. Both had similar indexes of 143 and 141, respectively. Grey’s Anatomy and Big Bang Theory both have a CPM of $74.93, even with shows with lower impressions like The Voice and Survivor. TLC has the lowest CPM at $68.30. ABC Family, with the largest amount of impressions, has the highest CPM at $92.29.

Drive Time Radio

Drive time radio is fairly popular within our target audience. The first and second quintiles both come in at 21%, and the middle quintile accounts for 27%. The fourth and fifth percentiles only comprise 15% each, with much lower indexes at 77 and 76. The indexes for the top three are 105, 106 and 135.Even though the middle quintile is the largest, drive time radio consumption is higher among our target audience than average.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

QUINTILE 1 Vertical 19.98% 17.53%Index 100 88

QUINTILE 2 Vertical 19.99% 23.11%Index 100 116

QUINTILE 3 Vertical 19.99% 20.77%Index 100 104

QUINTILE 4 Vertical 19.98% 20.43%Index 100 102

QUINTILE 5 Vertical 20.06% 18.16%Index 100 91

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We selected KBBD and KISC for our radio advertising. On KBBD we selected the 10:00 am to 3:00 pm and 3:00 am to 7:00 pm dayparts. Those provided us with CPMs of $2.89 and $3.44, respectively. On KISC we selected the 6:00 am to 10:00 am and 10:00 am to 3:00 pm dayparts. Those CPMs came to $3.24 and $2.70. We considered KXLY for the same dayparts as KISC, but KXLY’s CPMs were higher at $3.41 and $3.57.

Out of Home

Overall, our target audience are usual consumers of outdoor advertising. The highest quintile for outdoor advertising accounts for 24% of respondents with the highest index of 121. The second quintile contains 20% of respondents, while the third and middle quintile has 21%. The fourth and fifth quintiles account for 19% and 16%, respectively, and both have indexes less than 100.

Through Lamar Outdoor, we selected six billboards in the Spokane area for a flight of 4 weeks. Stationed along major roadways, the #25 run offered by Lamar gives us an estimated 14760 impressions, which for the cost of $6000 dollars results in an efficient $2.46 CPM. While we considered purchasing a larger number of billboards, prices began to exceed $10,000, which would have ultimately consumed far too large a percentage of our budget to be advisable.

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

QUINTILE 1 Vertical 19.99% 21.02%Index 100 105

QUINTILE 2 Vertical 19.97% 21.26%Index 100 106

QUINTILE 3 Vertical 19.97% 26.97%Index 100 135

QUINTILE 4 Vertical 19.97% 15.41%Index 100 77

QUINTILE 5 Vertical 20.10% 15.35%Index 100 76

WHITE AND(AGE: 25 - 34 OR AGE: 35 - 44)

Vertical 100%Index 100

QUINTILE 1 Vertical 19.98% 24.08%Index 100 121

QUINTILE 2 Vertical 19.94% 19.72%Index 100 99

QUINTILE 3 Vertical 19.98% 21.11%Index 100 106

QUINTILE 4 Vertical 19.99% 19.23%Index 100 96

QUINTILE 5 Vertical 20.11% 15.86%Index 100 79

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Cost Efficiency Analysis

Time/Program Circulation/Impressions Cost CPMNetwork TelevisionKXLY Grey's Anatomy 20000 $1,499 $74.93 KREM Big Bang eory 19000 $1,424 $74.93 KHQ e Voice 18000 $1,349 $74.93 KXLY Modern Family 18000 $1,349 $74.93 KREM Survivor 17000 $1,274 $74.93

Cable TelevisionComcast TLC Primetime 205000 $3,000 $68.30 Comcast ABC FAM Primetime 285000 $3,500 $92.29

RadioKBBD 10a-3p 19 AQH $55 $2.89

3a-7p 16 AQH $55 $3.44 KISC 6a-10a 17 AQH $55 $3.24

10a-3p 24 AQH $55 $2.70 KXLY 6a-10a 14 AQH $50 $3.57

6a-10a 22 AQH $75 $3.41

OOHBillboard 1 panel/4 wk 2460 $1,000 $2.46 Billboard 6 panels/4 wk 14760 $6,000 $2.46 Transit King 21 units/1 month 922800 $6,825 $7.40 Transit King 21 units/3 months 2768400 $19,530 $7.05 Transit Queen 21 units/1 month 922800 $5,250 $5.69 Transit Queen 21 units/3 months 2768400 $15,120 $5.46

NWSPSpokesman-Review Monday 24514 $1,997.70 $81.49 Spokesman-Review Tuesday 24514 $1,951.20 $79.60 Spokesman-Review Wednesday 24514 $3,085.80 $125.87 Spokesman-Review ursday 24514 $2,454.00 $100.11 Spokesman-Review Friday 24514 $2,460.30 $100.36 Spokesman-Review Saturday 24514 $2,942.40 $120.02 Spokesman-Review Sunday 24514 $3,254.70 $132.77

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Media Flowchart

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

TelevisionKXLY (Grey's Anatomy)

Cost $(000) 1.50 1.50 1.50 1.50

GRP 74.00 74.00 74.00 74.00

KREM (Big Bang eory)Cost $(000)

GRP

FAM PrimetimeCost $(000) 0.88 0.88 0.88 0.88

GRP 29.75 29.75 29.75 29.75

RadioKBBD-FM

Cost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13

GRP 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 65.77 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85

KISC-FMCost $(000) 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.19 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13

GRP 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 83.08 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38

Out of HomePermanent Billboards

Cost $(000) 1.50 1.50 1.50 1.50

GRP 54.00 54.00 54.00 54.00

Bus PanelsCost $(000) 1.31 1.31 1.31 1.31

GRP 107.86 107.86 107.86 107.86

MonthlyTotal

Cost $(000) $3.38 $3.38 $3.38 $3.38 $1.69 $1.69 $1.69 $1.69 $0.38 $0.38 $0.38 $0.38 $0.38 $0.88 $0.88 $0.88 $0.88 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25

GRP 276.85 276.85 276.85 276.85 256.71 256.71 256.71 256.71 148.85 148.85 148.85 148.85 148.85 29.75 29.75 29.75 29.75 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23

January February March April

1/wk for 4 weeks

May June

5 ads per day 6x over 3 months 10am - 3pm

5 ads per day 9x over 3 months 10am - 3pm 5 ads per day 6x over 3 months

1/month

5 ads per day 9x over 3 months 10am - 3pm

21 Queen Ads

6 billboards

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

$6.00

296.00

0.71 0.71 0.71 0.71 0.71 0.71 $4.27

35.00 35.00 35.00 35.00 35.00 35.00 210.00

$3.50

119.00

0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.77

43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 43.85 1995.11

0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 0.13 $5.77

55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 55.38 2519.92

$6.00

216.00

$5.25

431.44

$0.25 $0.25 $0.25 ##### $0.71 $0.71 $0.71 $0.71 $0.71 $0.97 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $0.00 $0.00 $0.00 $0.00 $0.00 $36.56

99.23 99.23 99.23 99.23 35.00 35.00 35.00 35.00 35.00 134.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 99.23 0.00 0.00 0.00 0.00 0.00 5787.47

Yearly TotalJuly August September

1/2 wks for 6 weeks

October November December

5 ads per day 6x over 3 months

5 ads per day 6x over 3 months

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9. sales Promotions!

Promotional objectivesGet 155,000+ people to try Jingos in storeSell 6,800+ boxes of Jingos via coupon redemption 6,200+ boxes via in-store coupons 65+ boxes via coupons from Spokane Women’s Show 500+ boxes via coupons from Bloomsday Trade Show

Promotional techniquesConsumers cite that some of most effective means of convincing them to engage in initial trial of a new product are requests from a family member (spouse/sibling/child wanted to try) (45%) point-of-sale sampling (44%), coupons or discounts (43%), and recommendations from a friend (32%).

As for our demographic in particular, we believe these strategies will be effective as 48% of females say an in-store sample would definitely convince them to try a new product and 48% of females say that a coupon would definitely convince them to try a new product. Additionally, under 45s are more likely to say that recommendations from family and friends would definitely convince them to try a new kind of cracker.

Based on this data, we believe that the most effective and efficient sales promotion techniques will mix sampling, couponing, and socially based recommendations. As such we have allocated 59.12% of the promotional budget towards sampling, 38.35% towards couponing, and the remaining 2.53% towards driving traffic to Jingos’ social media presence.

You may notice that our proposed sampling budget is slightly disproportionate to its effectiveness in driving consumers to buy new products. Due to the difficulty of producing requests to family members or recommendations from friends, we suggest that getting people to try Jingos may be the inspiration needed for them to request them from family and/or recommend them to a friend. Again, this is key because word-of-mouth referral is an important means of increasing awareness that proves most effective among consumers under the age of 45. 1

1 Mintel Crackers March 2011

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Promotional weightOur media plan and promotional tactics will work in tandem to produce overall campaign effectiveness. At the beginning of the campaign, we suggest offsetting the in-store sampling events 1-2 weeks after bouts of high-frequency advertising across multiple mediums, giving the prospect a chance to experience the spots and thus be somewhat familiar with Jingos and our campaign. Due to the prospect’s heavy and recent exposure to spots, we believe that their familiarity with the product will make them more likely to try and buy the product.

Phase 1: In-store Sampling and Couponing

Driving consumers to engage in product trial is key to the initial phase of sales promotion. Through sampling and distributing in-store coupons promotion events, we can get the prospect to experience the bold, savory flavor of Jingos. Along with sampling the product, we will encourage prospects to take a $1 off coupon, enticing them to buy the product before they leave the store that day. This produces an added benefit, allowing the prospect to not only realize that Jingo’s taste very good, but that they can get a box for less cost than competing products.

These initial techniques will directly address barrier to entry, a key problem to solve during a test market campaign. Specifically, this will help accomplish our objective of getting 155,000+ people to try Jingos and yield 6000 boxes towards our objective of selling 6800 boxes via coupon redemption. Furthermore, by combining sampling and coupon, we can take the prospect out of the market for competing products, and thus snare sales and market share.

Phase 2: Event Based Couponing

After the initial push of sampling and couponing, our promotional activities will be gauged towards being at the places women in Spokane go, such as the Spokane Women’s Show (estimated 6900 attendees, 85% women 25-44) and the Bloomsday Run (we estimate upwards of 100,000 attendees, 18,000+ of which will be females from Spokane registered for the race). Though not explicitly mentioned in our traditional advertising, both of these events are at a time when our second TV advertising push is running or just complete. Additionally, Bloomsday is right after our radio media buys ramp back up. This reminder from TV and/or radio advertising will produce renewed familiarity with the product and thus make prospects more like to take and redeem coupons.

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Spokane Women’s ShowThe first event we suggest promoting Jingos at is the Spokane Women’s Show (April 19-21, 2013). Though the amount of attendees (6,900 estimated) is not extravagant as an event like Bloomsday, we estimate that the target audience will make up majority of attendees (estimated 5,865 females aged 25-44).

Due to the high percentage of female attendees we anticipate this promotional event being one of the most cost effective parts of the sales promotion plan. At this event we suggest distributing $1 off coupons that will entice the prospect to buy Jingos rather than a competing product, yielding around 70 of the projected 6800 boxes purchased via coupon redemption.

An added benefit of this particular event is the nearby Susan G. Komen Race for the Cure, which occurs the Sunday of the Women’s Show (April 21, 2013). The Race for the Cure is located less than 15 minutes walking distance from the Spokane Women’s Show, race participants get free admission to the Women’s Show, and the Race for the Cure is advertised on the Spokane Women’s Show website. This linkage and proximity will be beneficial because without counting volunteers and attendees, we estimate that there will be nearly 6,000 female participants in the Race for the Cure event.

Bloomsday Trade Show BoothIn addition to the Spokane Women’s Show, we suggest investing in a Bloomsday Trade Show booth to engage in more couponing. This strategy will re-engage our audience by getting them to reconsider eating Jingos or reinforce their snack choice if they are already buying and eating Jingos.

Like the Women’s Expo, this event is a perennial hot-spot for women in Spokane. From 2009 to 2012, 59.85% of all registrants were female. Furthermore, out of the 100,000+ expected attendees we estimate that 18,825 will be females from Spokane that have registered for the race (roughly 17.4% of attendees).

Again, we suggest distributing $1 off coupons that will entice prospects to buy Jingos rather than competing products. Though the percentage of female attendees is lower than the Spokane Women’s Show, we believe that the sheer number of estimated prospects coupled with a low cost to sponsor will make this event very cost efficient and effective. We estimate that this event will help accomplish our objectives by helping to sell over 500 of the 6800 boxes purchased via coupon redemption.

Phase 3.0: Social Media

Throughout the year, we plan to use social media venues like Facebook and Twitter to promote Jingos, our promotional events (e.g. In-store sampling, Bloomsday), and generate incentive to try and buy Jingos. These venues will help to supplement our campaign by linking spots, promotions, and promotional events to posts. We believe that a social media presence will help increase awareness about the product and our sampling promotions, but equally important will produce recommendations from friends and requests from family members.

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Additionally, we suggest driving traffic to social media presence via Pandora, due to its highest percentage of listeners (51%) being between the ages of 25-44. Additionally, Pandora will allow for specific targeting based on age, gender, music genre, DMA, county and even city. We suggest displaying a banner ad on the Pandora site with payment on a cost-per-click basis for the first year of the campaign or until the funds allocated are depleted. This will be effective in reaching the target audience then driving them to a place where family, friends, and like-minded people recommend Jingos.

In summary, social media and Pandora will help to drive people to sampling events and to get coupons at promotional events, thus helping accomplish both our trial and coupon redemption objectives.

Promotional Budget ConsiderationSampling

FIXED COSTSFixed cost per store per day = $150Total Fixed Cost = $150 x 8 stores x 10 days = $12,000

SAMPLE SIZE & AMOUNT23 crackers (serving size) = 30 g1 cracker = 1.304 g2 crackers (sample size) = 2.608 g7.5 oz in box = 212.62 g in box2.608 g (sample size) / 212.62 g (all crackers) = 81.52 samples per box81 samples per box x 12 boxes per case = 972 samples per case972 samples per case x 2 cases x 8 stores x 10 days = 155,520 samples

FOOD COSTSampling Rate = 4 boxes per hourSampling Duration = 6 hours(4 boxes x 6 hours) / 12 boxes per case = 2 cases per day($22.92 case) x 2 cases = $45.84 per store per dayTotal Food Cost = $45.84 x 8 stores x 10 days = $3667.20

Total Fixed Cost = $12,000Total Food Cost = $3667.20TOTAL SAMPLING COST = $15667.20CPM = ($15667.20 / 155.520) = $100.74

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In-Store Coupons

REDEMPTION COST155,520 samples distributed, 20% will take coupon = 31,104 couponsEstimated 20% of people with coupons will redeem offer = 6220.8 couponsTotal Redemption Cost = 6221 coupons x $1.12 redemption cost per coupon = $6967.52

PRINTING COSTTotal Printing Cost = 31,104 coupons x $0.03 printing cost per coupon = $933.12

Total Printing Cost = $933.12Total Redemption Cost = $6967.52TOTAL IN-STORE COUPON COSTS = $7900.64CPM = ($7900.64 / 31.104) = $254.01

Spokane Women’s Expo

SPONSOR FEESBooth Fee = $450Exhibitor Page Web Presence = $50Total Sponsor Fees = $500

COUPON COSTS6900 estimated attendees; 85% 25-44 y/o white females (5,865)Estimated 20% of attendees take coupon = 1380 coupons1380 coupons x $0.03 coupons = $41.50Estimated 5% of coupon holders redeem = 69 coupons69 redeemed coupons x $1.12 redemption cost per coupon = $77.28Coupon Cost Total = $20.70 + $77.28 = $97.98

Sponsor Fees Total = $500Coupon Costs Total = $82.80TOTAL COST = $582.80CPM = ($582.80 / 5.865) = $99.37

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Bloomsday Trade Show

SPONSOR FEESTrade Show Booth Fee = $750Sponsor Fees Total = $750

COUPON COSTS54074 registered runners per year (last 4); 18,825 females from Spokane Estimated 108148 attendeesEstimated 10% of runners and attendees take a coupon = 10814.8 coupons10,815 coupons x $0.03 printing cost per coupon = $324.45Estimated 5% of coupon holders redeem = 540.75 redeemed541 redeemed coupons x $1.12 redemption cost per coupon = $605.92Total Coupon Costs= $324.45 + $605.92 = $930.37

Sponsor Fees = $750Coupon Cost = $930.37TOTAL COST = $1680.37CPM = ($2180.37 / 18.825) = $115.82

Promotional TotalsIn-Store Sampling = $15667.20In-Store Coupons = $7900.64Spokane Women’s Show = $582.80Bloomsday Trade Show = $1680.37Pandora/Social Media = $1,120.98TOTAL = $26,501.99

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Promotions Considered but Not RecommendedWe considered suggesting on-pack coupons on Jingos and/or popular Pepperidge Farms products, but we believe that it would be counter productive. Placing on-pack coupons on Jingos could nega-tively affect the brand image, by making the product seem cheap. Additionally, though the Pepperidge Farms brand name is held in high esteem by the target audience, we do not want to cannibalize sales of current Pepperidge Farms product like Flavor Blasted Goldfish.

In-pack

As the year continues and media buys will start to taper, we suggest that couponing strategy changes along with it. Rather than just distributing standalone coupons, we believe that placing in-pack cou-pons will provide an incentive to buy Jingos without producing a perception of cheapness. We believe that placing $0.50 in-pack coupons will effectively drive continuous sales of Jingos considering that in-pack coupons are redeemed at a rate 6-10x higher than newspaper coupons.

We specifically suggest boxes with in-pack coupons be distributed near the end of media schedules and close at when a new bout of advertising begins (e.g. the end of March until the beginning of May). This approach

Susan G. Komen Race for the Cure=SPONSOR FEES Team Sponsor = $5000Pink Light Special = $1000Total Sponsor Fees = $6000

FOOD SAMPLING10000+ attendees expectedEstimated 30% of attendees try sample = 3000 samples needed3000 samples / 81.52 samples per box = 36.8 boxes needed36.8 boxes needed / 12 boxes per case = 3.06 casesTotal Sampling Cost = 4 cases x $22.92 per case = $91.68

COUPONINGEstimated 3000 people try Jingos and take coupon 3000 coupons x $0.03 printing cost per coupon = $90.00Estimated 5% redeem coupon = 150 coupons150 $1 off coupons x $0.90 per coupon redeemed= $135Total Coupon Costs = $90.00 + $135 = $225

Total Sponsor Fees = $6000Total Sampling Costs = $91.68Total Coupon Costs = $225TOTAL COST = $6316.68CPM = (6316.68 / 5.8) = $1089.08

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Hoopfest

1 year court sponsorship = $700Paper advertisement inserted into team packets (7,000 provided by sponsor) = $500Sponsor Fees Total = $700 + $500 = $1200

7000 coupons x $0.03 per coupon printing cost = $210Estimated 10.3% redemption rate from 7000 coupons = 721 coupons redeemed721 redeemed coupons x $1.12 redemption cost per coupon = $807.52Coupon Cost Total = $210 + $807.52 = 1017.52

Sponsor Fees = $1200.00 Coupon Costs = $1017.52 TOTAL = $2217.52

After the Bloomsday and Hoopfest events are complete we suggest transitioning to a trade-based couponing strategy specifically through Safeway stores as they control over 20% of the Spokane DMA market share of grocery stores.

Facebook Ads Rather than placing static spots on the right hand column of consumer’s Facebook experience, we suggest breaking through the clutter with Related Posts that show friend activity alongside the brand along with an coupon or offer. This social aspect is very important considering that 32% of consumers indicate that would definitely try a cracker based on a recommendation from a friend (Mintel)

FSI

Spokane, WA 184 → CPM of $12.70 extra, $ .60 CPM for inside back cover.

2447.2 per distribution1 after Bloomsday1 after Hoopfest1 at beginning of campaign first Sunday after super bowl

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Promotional Flowchart

40915 41135 15-21 22-28 29-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-5 41072 13-19 20-26 27-2 40977 41198 17-23 24-30

InteractiveMediaFacebook

Cost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

TwitterCost $(000) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

PandoraCost $(000) 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01

Promotions &Special EventsCoupons

Cost $(000) 2.63 2.63 2.63

CPM 254.01 254.01 115.82

In Store SamplesCost $(000) 7.83 7.83

CPM 100.74 100.74

BloomsdayCost $(000) 1.68

CPM 115.82

Women's ShowCost $(000) 0.58

CPM 99.37MonthlyTotal

Cost $(000) 0.01 0.01 10.48 10.48 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.59 0.01 4.33 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01

CPM 0.00 0.00 354.75 354.75 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 99.37 0.00 231.64 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

January February March April

Pandora Display Ads (Max $1211)

May June

Facebook Page

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40915 41135 15-21 22-28 29-4 41040 41261 19-25 26-2 40977 41198 17-23 24-30 31-6 41103 14-20 21-27 28-3 41009 41230 18-24 25-1 40915 41135 15-21 22-28 29-31

0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.67

7.90

623.84

15.67

201.48

1.68

115.82

0.58

99.37

0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 26.4970.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1040.510

Yearly TotalJuly August September October November December

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10. Creative! Majority of the snack market consists of crackers and chips. There pros and cons to each. For example, chips have substantially more flavor compared to chips, however, crackers produce less mess. Jingos! are a twice-seasoned snack cracker with strong flavors, therefore they offer the prominent flavors of chip style snacks with the convenience of crackers. In essence, they offer the best of both worlds all on their own.

Jingos! still needs a USP to differentiate itself from crackers and chip snacks. We have chosen the fact that Jingos! are seasoned twice. Not only does this give Jingos! their signature flavor, it represents the effort put into Jingos! Jingos! are not a “half-baked” snack. The overall creative concept that will be used in all of our ads will be represented with the slogan, “because nothing great is ever done just once.” We will also showcase the fact that Jingos! are not bland, they do not leave grease stains and they do not leave brightly colored flavor residue everywhere.

In order for our campaign to effectively promote our USP, we must follow several creative objectives. First, we must relate to our audience. If we do not, we risk letting our advertising pass by our audience with no effect. Next, we must emphasize the negative attributes of competing snacks. Finally, we must explain how Jingos! is a superior choice, offering all the advantages of other snacks with none of the drawbacks.

Our television ads will appeal to our target demographic because the situations in the commercials will be scenarios that hit close to home. We will focus on women and their family life as a way to resonate with 25-44 year old women who also have two or more children. Dramatizing scenarios that they are familiar with, such as living with a husband or looking after children, and adding humor to the situations will entertain the viewers and keep them interested. These ads will also highlight the fact that Jingos! have all the bold flavor of chips, but without the crumbs and greasy mess. This will especially appeal to the target audience, as women typically do most of the household cleaning. Our radio spot also uses humor to capture attention. The radio spot will begin by referring to Romeo and Juliet, a piece of literature that our target audience will be familiar with, and posing the question of how it would have turned out if Shakespeare had never edited his first draft. The spot will feature famous quotes from Romeo and Juliet, but the original wording will be changed and substituted with slang. It will then be explained that all great masterpieces were not produced on the first try, and that because of this Jingos! are seasoned twice. This will further promote the USP of Jingos! and provide brand salience by using the same selling points that are highlighted in the TV ads.

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Television Video Diagram Audio

1. OPEN ON SHOT OF COUPLE ON A FIRST DATE. COUPLE IS LAUGHING AND SMILING

2. CUT TO COUPLE EXIT-ING CHURCH AFTER THEIR WEDDING. PEOPLE ARE THROWING RICE ON THEM, THEY ARE HAPPY

3. CUT TO CU OF WOMAN, SHE HAS GLAZED OVER EYES, HEAVY EYELIDS, FROWNING. MOTHER IN LAW IS IN BACK-GROUND

4. SAME CU OF WOMAN WITH SAME EXPRESSION. SHE IS LAYING IN BED, HUSBAND ROLLS AND HITS HER IN THE FACE IN HIS SLEEP

5. SAME CU OF WOMAN WITH SAME EXPRESSION LOOKING AT HUSBAND IN THE LIVING ROOM

6. CUT TO MAN SIT-TING ON COUCH EATING CHIPS, WIPES RESIDUE ON THE COUCH AND HIS WHITE SHIRT

NARRARATOR: “Cindy only went on one date before she married her husband, Bob.”

NARRARATOR: “Unfortunately, one date didn’t tell her about her mother in law…”(SFX: INDISTINGUISHABLE RANTING)

NARRARATOR: “…Bob’s sleep apnea…”(SFX: LOUD SNORING)

NARRATOR: “…or his snacking habits.”

BOB: “Hey get me some more snacks, woman!” (MOUTH FULL, YELLING)

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7. CUT TO WOMAN WITH SAME EXPRESSION WALKING DOWN GROCERY STORE AISLE

8. CUT TO SHELVES. PAN DOWN, SHOWING CHIP BAGS WITH NAMES “GREASY” “MESSY” ETC

9. CUT TO CU OF JINGOS!

10. CUT TO WOMAN PICK-ING UP BOX OF JINGOS

11. CUT TO MAN SITTING ON COUCH YELLING AND WAVING REMOTE AT TV. AC-CEPTS BOWL OF JINGOS FROM WOMAN. MAN SHOVES HAND-FUL INTO HIS MOUTH AND CHEWS. SLOWLY HE SMILES AND LOOKS UP AT WOMAN. HE WIPES HIS HANDS ON HIS SHIRT BUT DOESN’T LEAVE A STREAK

12. CUT TO CU OF WOM-AN. HER LIPS TWITCH INTO A SMALL SMILE. SHE TURNS AND LEAVES ROOM.

13. CUT TO CU OF JINGOS BOX

NARRARATOR: “Lucky for Cindy, there’s Jingos snack crackers. Jingos took the time to season their crackers twice…”

(SFX: INDISTINGUISHABLE YELLING, FOOTBALL GAME COMING FROM TV)NARRARATOR: “…for all the bold flavor, without the bold mess.”

NARRARATOR: “Jingos, be-cause nothing great is done just once.”

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“Crazy Kids” :30 seconds TV

Video

1. OPEN ON SPLIT SCREEN MLS OF TWO LIVING ROOMS, WITH A WOMAN ON THE COUCH OF EACH ONE, READING, WITH A BOX OF JINGOS ON THE COFFEE TABLE OF RIGHT FRAME

LITTLE BOY WALKS THROUGH BACK-GROUND OF EACH SCENE, EACH CARRY-ING A BUCKET OF PAINT

2. CUT TO SAME SHOT, WOMAN ON LEFT STILL READING AND WOMAN ON RIGHT LOOKING BACK CURIOUSLY AND GETTING UP

3. CUT TO SAME SHOT, WOMAN ON LEFT STILL READING WHILE LITTLE GIRL PULLS DOG AND CAT IN WAGON WITH BOXES THROUGH THE HALLWAY, WOMAN ON RIGHT LOOKING OUT DOOR, CONFUSED, THEN STOPPING LITTLE GIRL PULLING SAME WAGON

4. CUT TO SAME SHOT, WOMAN ON LEFT STILL READING WHILE LITTLE BOY AND GIRL CARRY OVERSIZED BOXES WITH A SHOVEL, TOILET PLUNGER AND HAIR DRYER POKING OUT THE TOP, WOMAN ON RIGHT SHOUTING OUT DOOR, THEN STANDING ARMS AKIMBO WHILE KIDS BRING STUFF BACK INSIDE, WOMAN ON LEFT LOOKS UP SUDDENLY, GETS UP AND WALKS OUTSIDE

Audio

NARRATOR: “With kids, double-checking is a necessity.”

“You have to keep tabs on them. Always.”

“You’ve got to make sure everything is under con-trol.”

“We know exactly what you’re doing. You make sure everything stays under control, and so do we.”

While you’re averting disaster, we’re making sure Jingos are perfect for snacking, unlike other crack-ers.”

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5. CUT TO MCU OF WOMAN ON LEFT STANDING IN DOORWAY LOOKING SHOCKED, WOMAN ON RIGHT SITS BACK DOWN ON THE COUCH AND REACHES INTO JINGOS BOX

6. CUT TO MLS ON LEFT OF CRASHED SOAP-BOX DERBY CAR IN BUSHES, DOG WEAR-ING MOM’S MAKEUP AND DRESS, CAT PAINTED LIKE CHEETAH AND LITTLE GIRL TRYING TO PULL TOO SMALL BUCKET OFF OF LITTLE BOY’S HEAD, WHILE WOMAN ON RIGHT EATS A JINGOS CONTENTEDLY

“We even seasoned Jingos twice to make sure their flavor is bold …”

“… but not too bold.”

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Radio“Romeo and Juliet” :60 seconds

(BAROQUE MUSIC PLAYING IN BACKGROUND)Announcer: “Romeo and Juliet, a classic tale of two star-crossed lovers that has proven itself a timeless classic. But what if Shakespeare had decided to go with his first draft?”

Woman: “Oh Romeo, Romeo…uh, like, where you at?”

Man: “See how she leans her cheek upon her hand? Yeah I’d sure like to be that glove.”

Announcer: “Good thing the bard decided to give it some editing before publishing, giving us the play we know and love today. Some things are just better the second time around, which is why Jingos snack crackers are seasoned twice for flavor that is pure perfection. Give them a try for a truly satisfying snacking experience.”

Woman: “Jingos! Cuz they’re like, good!”

Announcer: “Uh, let’s try that again.”

Woman: “Jingos! Because nothing great was ever done just once.”

“Louis” :30 seconds

(LOW MURMUR OF THEATRE AUDIENCE)Announcer: Louis Armstrong, Frank Sinatra, Bob Dylan. All great musicians, and still popular, even today. But what would have happened if Louis never practiced his trumpet?

(OFF KEY TRUMPET)

If Frank never rehearsed?

(OFF KEY OFF BEAT CROONING)

Or if Bob played guitar and harmonica on stage the first time?

(OUT OF TUNE GUITAR AND OFF KEY HARMONICA)

Not exactly classic. Luckily for us, everything is better after another try. That’s why Jingos are seasoned twice for the perfect notes of flavor. Jingos, because nothing great is ever done just once.

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Out of Home - Transit

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Out of Home - Billboard

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Pandora

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Facebook

Twitter

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11. Budget!

Sales Forecast = $171,624.96 x .60Advertising Budget = $102,974.98 - 36,720 slotting fees = $66,254.98

x .60Media Budget = $39,752.99 Used Budget - $35,556Unused = $4,196.99

Promotional Budget = $26,501.99 Used Budget - $26,501.01Unused = $.98Unused = $4,197.97

Total expenditures: = $62,057.01

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12. Works Cited! Experian Simmons. (2009) (NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 – DEC 09) - POP)

“Trends in Cracker Consumption.” Qualtrics Online Survey Software. N.p., n.d. Web. <http://www.qualtrics.com/>.

Mintel International Group Limited. (2011, March). Crackers. Retrieved from Mintel International Group Limited Web site: http://academic.mintel.com

Mintel International Group Limited. (2011, April). Salty Snacks: Popcorn, cheese, corn and meat snacks. Retrieved from Mintel International Group Limited Web site: http://academic.mintel.com

http://www.mediapost.com/publications/article/181876/wheat-thins-fans-check-in-from-roller-coasters.html

http://www.facebook.com/triscuit

http://www.facebook.com/wheatthins

https://www.facebook.com/ritzcrackers

https://www.facebook.com/cheezit

http://www.nabiscoworld.com/ritz/

http://brands.nabisco.com/Triscuit/

http://brands.nabisco.com/WheatThins/

http://cheezit.com/

http://www.keebler.com/

http://www.spokanehoopfest.net/uploads/2013CourtSponsor.pdf

http://www.bloomsdayrun.org/ExhibitorTerms.htm

http://www.bloomsdayrun.org/ResultsHistory.htm?

http://www.bloomsdayrun.org/StatsGender.htm

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13. Appendices! Test Survey (with answers)

1) Open-ended: What is your favorite snack and why? Popcorn because its buttery and crunchy good-ness.

2) Among the following snack categories, which are you most likely to eat? Please rank. -Chips -Crackers -Candy -Cookies -Dairy (Yogurt, Cheese, etc.) -Other, please specify

3) Do you find yourself snacking in between meals? Yes or No

4) What factors come into play when choosing a snack?Ranking -price -nutrition -brand loyalty -Convenience -Cravings -flavors

5) What time of day do you usually snack, if at all?a. Morningb. Afternoonc. Nightd. Never 6) Is there anything you usually do while snacking? -On computer -Reading/Homework -TV/Movies -Other, specify -No7) Do you usually snack alone or with others?A. alone

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B. others8) Do you snack more on-the-go or at home?A. On-the-goB. At home

9)Among brand-name crackers, please rank in order of preference.-Nabisco Wheat Thins-Nabisco Triscuits-Nabisco RitzTBA10)Do you prefer to eat crackers with other foods or by themselves? with other foods like crackers or bread

11)Do you prefer a flavored cracker or an original cracker? original12) Which of these three flavors would you prefer to purchase?Lime and Sweet Chili, Parmesan Garlic, Fiesta Cheddar, None of the Above

13) What is your age? 2214) What is your marital status? singles15)TBA

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Survey

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