The Batter Blaster

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Stephanie Broadbelt Laura DeChard Liz deCoen Kate LaCorte November 2009 THE BATTER BLASTER ADVERTISING PLAN

Transcript of The Batter Blaster

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Stephanie BroadbeltLaura DeChardLiz deCoenKate LaCorte November 2009

THE BATTER BLASTER ADVERTISING PLAN

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Table of Contents

1.0 Executive Summary 3

2.0 Situation Analysis 32.1 Historical Analysis 32.2 Industry Analysis 42.3 Competition Analysis 42.4 Market Analysis 5

3.0 Objectives 53.1 Quantitative Benchmarks 63.2 Measurement Methods 63.3 Time Frame 6

4.0 Budget 74.1 Methods 74.2 Amount 74.3 Justification 8

5.0 Strategy 9

6.0 Execution 96.1 Copy Strategy 9

6.1.1 Objectives 96.1.2 Tactics 9

6.2 Media Plan 106.2.1 Placement 106.2.2 Strategy 11

6.3 Integrated Brand Promotion 11

7.0 Evaluation 12

8.0 Print Advertisements 13 – 14

9.0 Commercial Story Boards 15 – 16

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Through research and analysis, our group has developed an advertising plan for Batter Blaster. This plan is designed to improve certain aspects of the company's spending and expand on current practices to further Batter Blaster's success. Our plan will include a situational analysis, objectives, a budget guide, and our proposed strategies in copy, media, integrated brand promotion, as well as methods for evaluation.

Our general goals for this advertising plan include: Increased brand recognition Increased sales and profit Expand consumer basis Better utilized advertising budget

2.0 Situational Analysis

There are many characteristics that support the current market. We will provide a detailed assessment of the following categories of the Pancake Mixes and Frozen Pancakes; historical analysis, industry analysis, competition analysis, and a market analysis.

2.1 Historical Analysis

Batter Blaster was started in late 2004 after the inventor and now CEO, Sean O’Connor, had spent some time tooling around the kitchen of his bar with an idea to use a whipped-cream charger to make beignets. The beignet creator idea failed, but what came of it is now a nine million dollar business.

In 2005, Mr. O’Connor teamed up with Nate Steck, who is a food manufacturing connoisseur, and together they raised 1.5 million dollars to launch the line and buy the equipment to manufacture what is now known as the Batter Blaster. With only sixteen employees, Steck and O’Connor have managed to place their Blaster in over 10,000 stores across the country.

Since the creation of the Batter Blaster in Austin, Texas, the aerosol pancake mix has prompted an almost cult like following with constant blogs. Facebook groups such as “The Church of Batter Blaster” and a plethora of YouTube videos are

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1.0 Executive Summary

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examples of these cult-like groups. Recent history has also been broken with the Batter Blaster, when they and a local charity in Atlanta teamed up in May to break the Guinness World Record. They succeed by cooking 76,382 pancakes in eight hours.

2.2 Industry Analysis

In the 52 week period ending August 8, 2009, “Pancake Mix:” had a total sale of $244,965,030. There has been an 18.1% increase in Pancake Mix sales within the last year. In addition to this, there have been 104,297,042 units of Pancake Mix sold to consumers in the continental United States.

Those who are leaders in the Pancake Mix category are:

Aunt Jemima Bisquick

Hungry Jack

Krusteaz.

2.3 Competition Analysis

Organic Batter Blaster is the only one of its kind; refrigerated ready-to-make pancake/waffle batter. However in the wider scope of things, Batter Blaster’s competitors are companies that make pancakes/waffles dry mixes and frozen pancakes and waffles.

With over 100 competitors, not including private labels, and 250 million dollars in sales, Batter Blaster finished ninth in their category in their first year. Batter Blaster’s competitors can be broken up into two categories; companies that produce dry pancake/waffle mixes and those who produce frozen pancakes and waffles.

In the dry mix category Batter Blaster’s biggest competitors are Aunt Jemima, Bisquick, Hungry Jack and Krusteaz. Each of these brands has products that require the consumer to add water and other ingredients, while Batter Blaster is already prepared, saving customers the time and mess. Aunt Jemima Original Pancake/Waffle Mix, Bisquick Shake and Pour, Hungry Jack Original Pancake Mix and Krusteaz Pancake/Waffle mix range from $2.20 - $2.69 according to Shop Rite’s prices. Batter Blaster cost $4.99 for an 18 oz can.

In the frozen pancakes and waffle mix category Batter Blaster’s biggest competitors are Kellogg’s, Aunt Jemima, Kashi, and Mamma Mary’s. Each of these companies provides consumers with an already prepared breakfast. Kellogg’s EGGOS, Mamma Mary’s frozen pancakes, Kashi’s Heart to Heart Waffles, and Aunt Jemima’s frozen pancakes range from $2.29

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– 2.70. Batter Blaster may cost more, but it provides consumers with a healthier alternative to prepared breakfast.

2.4 Market Analysis

Batter Blaster’s primary target families, specifically moms, with children in an active household. Our secondary target is the millennial audience, or green families. They try to market their product to their target audience by emphasizing the importance of the products convenience and healthy ingredients.

Batter Blaster currently is a national brand and is marketed around the country to their current target audience. Their target audience consists on males and females ages 25-44 whose average income per household is $73,446 as stated by the US Census of 2000. In 2000, the census also reported that there were 35 million females between the ages of 25-44 and 43.3 million males between the ages of 25-44.

To reach their current target audience, Batter Blaster advertises through print media, internet, IBP, OOH, and television.

3.0 Objectives

Increase consumer bases Increase sales and profits Increases consumer awareness Change consumers behavior about Batter Blaster Influence purchase intent of consumers Create brand awareness

Batter Blaster believes in controlling their own production and is an independent company. Their market is segmented into a single SKU in the food industry that can be found in the dry shelf isle or the frozen food section of the grocery store. Batter Blaster could increase their consumer bases by outsourcing their product.

In addition to this, Batter Blaster should become more aware of their target audiences. Batter Blaster’s target audiences are green moms and short on time college students. We chose to separate their target audience into two different groups: ages 18-25, and ages 26-44.

The first age group 18-25 is college students who are looking for a quick and easy way to make breakfast. College student have a limited budget and amount of time for shopping and preparing meals. Batter Blaster combines multiple ingredients into one product which is convenient for this lifestyle.

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The second segment is moms between the ages of 26-44. This target audience has an expendable income which they are eager to use in order to contribute to their lifestyle. They are trying to find a balance between having a healthy family and helping the environment while managing their time efficiently.

3.1 Quantitative Benchmarks

One of Batter Blaster’s main goals is to increase the general public’s awareness of their product. Currently Batter Blaster is currently sold in over 9000 stores across forty four states. Within the next three years, we hope to double the mount the stores they are in, while reaching all fifty states as well as reaching to Canada.

As of 2008, Batter Blaster’s annual gross is 9 million dollars. In the next three years, it is our goal to increase 9 million dollars to 15 million dollars. It is imperative to increase their standards of advertisements in order to achieve this goal.

3.2 Measurement Methods

The quantitative benchmarks previously stated can be measured by collecting current data and comparing it to previous figures. The cooperation currently holds these records.

3.3 Time Frame

Our advertising campaign will continue over the next three years. Within these few years, we hope to increase their annual gross by 67% and increase their market from forty four states to nationwide and Canada.

4.0 Budget

Batter Blaster has provided us with the information about their current sales and their overall budget. With this information, we have decided on a method of spending their budget that will benefit them in the upcoming years.

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4.1 Methods

The budget will be figured from a percent of sales approach. We will use 11% of current sales for the advertising budget, which is a common percent to spend. We will factor in the research costs, production costs, ancillary costs, integrating other promotional cost, media expenditures, and reach and frequency costs.

4.2 Amount

Batter Blaster is a smaller company with a healthy annual gross of 9 million dollars, as of 2008. The budget they have allocated to spend on advertising in 2009 was 1 million dollars.

The basic breakdown the budget will be:

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Media Form Budget

Agency Bill $100,000

Print $160,000

TV $280,000

Internet $30,000

OOH: $310,000

IBP $120,000

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4.3 Justification

We believe that TV and Out of House Media, or OOH, are going to be the best places to put advertisements. Because we are using multiple mediums to advertise the product, IBP is about 10% of our total advertising budget. We have also included enough money in internet to advertise on social networking groups because of the cult-like following that has become an increasing trend. It is also important to look at buying commercial spots during online episodes of television shows when advertising on the internet because this becoming popular in today’s society.

5.0 Strategy

The strategy for the Batter Blaster will be to gain a national awareness and attract customer loyalty. Because Batter Blaster is practically brand new, this gives the opportunity to not only promote the product but to create a positive image. By actively promoting Batter Blaster to Green Moms and short on time college students, this can build the knowledge base and customer loyalty that can go from preschool to graduate school. Ultimately, to build up customer loyalty would be the best strategy, since Batter Blaster is a product that can be purchased over and over again. Therefore it is especially essential to promote to schools and colleges.

By promoting this product at school functions and having a heavy tie in with the education system, doors of opportunity will open which will help to grow Batter Blaster in exponential amounts. In addition to using promotional events, advertising in media forms geared toward college students and green moms will also be an essential part of the strategy for the Batter Blaster. The final portion of the Batter Blaster strategy would to be to incorporate as much social media and internet presence as possible. To use the already cult-like following that Batter Blaster has created would be completely beneficial to this market strategy.

6.0 Execution

Batter Blaster’s two target audiences are different from each other, so it is important for them to have different copy strategies, advertisements and promotions that attract both their target audiences. Our media plan will provide Batter Blaster with the tools that will allow them to reach their various audiences so that they increase their sales and gain new customers.

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6.1 Copy Strategy

It is important to have advertisements that relate directly to the target audience; therefore we have created two advertisements for each target audience with one mission statement. The mission statement for our overall campaign is, “Make everyday a pancake day!”

For our first target audience which consists of green moms ages 26-44, we have created an advertisement around the slogan, “Making Mondays Manageable.” We have used green, calming and spacial effects to connect with this audience. Additionally we depicted a typical hectic morning while emphasizing the importance of breakfast.

For our second target audience which consists of short on time college students ages 18-25, we have created an advertisement around the slogan, “We have your cure.” We decided to use a bright, busy, and graphically stimulating advertisement to connect with this audience because it will attract their attention. We wanted to convey the image that Batter Blaster is convenient while tailoring it to the needs of college students.

6.1.1 Copy Strategy Objectives

Advertisements that appeal to green moms ages 25-44 Advertisements that appeal to college age males and females 18-25 Promote creative and unique advertisements that make Batter Blaster stand out from

other breakfasts Promote Breakfast as the most important meal of the day therefore making Batter

Blaster more valuable to consumers

6.1.2 Copy Strategy Tactics

These objectives will be met by adding a slogan for Batter Blaster and by making the brand more recognizable. We will also use print, televisions, and internet advertisements to get our message out. We will focus of advertisements in bigger cities where we know greener families live. We will also air more advertisements after school hours to catch the moms and college students shopping for convenient breakfast foods. We

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have designed specific advertisements to fit each of the objectives previously stated.

6.2 Media Plan

The strategy of our media plan is to create as many exposures in the appropriate places as possible. The advertisements placed in the media need to catch the attention of the target audiences in order to induce trial. We will segment the target audiences and include some examples of proper placements for each medium.

Our media buy will be greater in the late summer months, gearing up for “back-to-school” shopping. This will be a crucial time for exposures in both the green mom and the college student audiences. The campaigns dealing with busy mornings will be most relevant during the transition from summer into stressful fall days with the introduction of the school year. With the exposures during this time, we aim to create initial brand recognition and induce trial. After that, we perceive Batter Blaster as a product that the consumer will use - and purchase - over and over again. Because of this, we plan to continue a lighter media buy throughout the year as a way to reinforce and create brand loyalty.

6.2.1 Media Placement

After extensive research we have decided that the most beneficial placements of media would be in the following forms. We have broken up the media placements into two categories, one that would cover green moms and the other that would cover short on time college students. Because these groups are very different, two different media placements would be needed for them, however some of the media placements do overlap.

Green Moms

Print

U.S. Today New York Times Washington Post Los Angeles Times Miami Herald San Francisco Chronicle

Better Home and Gardens Magazine People Magazine U.S. News & World Report

Shape Magazine Woman’s Day

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Ladies’ Home Journal O, The Oprah Magazine Martha Stewart Living Magazine

Every Day with Rachel Ray Magazine First Magazine Parents Magazine

Television

Lifetime Oxygen WE television ABC CBS MSNBC

FOX Food Network TLC (The Learning Channel) Discovery HGTV

Internet

Rachel Ray Website Greenmoms.com MarthaStewart.com Foodnetwork.com

Greenandcleanmom.org Greenmomreview.com Hulu.com Greenissexy.com

OOH

Billboards Sponsor School Functions

Mall Grocery Store

College students

Print

School Planners School Newspapers

Internet

Facebook.com Myspace.com Twitter.com Youtube.com

Collegehumor.com Prezehilton.com Hulu.com Textsfromlastnight.com

Television

MTV VHI ESPN TLC (the learning channel)

USA Comedy Central TBS TNT

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FX FOX ABC

CBS MSNBC

OOH

Billboards Sponsor School Functions Mall Grocery Store

6.2.2 Media Strategy

Our strategy for media placement is to place advertisements in the mediums that our target audience uses most frequently so that we can maximize the amounts of exposures. Each of the mediums we have chosen has been picked because the data that we have acquired through research states that these are the mediums that our target audience is subjected to most.

6.3 Integrated Brand Promotion (IBP)

Because our strategy is to introduce this product to new consumers and gain more sales in the long run, a presence in community events will be important for Batter Blaster. While in stores, demonstrations and free trial-size samples will contribute to point-of-purchase advertising. The USP of being convenient will come across in the hands-on demonstrations, showing how easy it is to make a quality breakfast. The biggest target for these will be getting into actual grocery stores to make the sale that day, right where the purchase takes place.

Batter Blaster’s website and Facebook presence already helps to increase brand loyalty and the dedication that the consumers show is impressive. As a way of thanking the “fans” of such sites and also helping to increase sales and recognition by word-of-mouth, the company could host more contests and other promotions. T-shirts, free cans of Batter Blaster coupons, and other branded products could help increase the sales and the number of people using Batter Blaster. A new idea that we feel would greatly benefit Batter Blaster is promotional events in coordination with schools. One would be a college campus tour, promoting the importance of breakfast, and emphasizing how simple Batter Blaster is to use. College campuses have promotions such as these in dining halls often. A specific idea would be a finals week sponsored breakfast of free Batter Blaster pancakes and waffles. This could happen late at night, while students are up late studying, or in the morning before the exams. Since busy college students are a targeted demographic group, going right to them to offer samples and exposing them to the product would make them go out and buy the product at a later date.

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To reach the other audience of green moms, a similar idea will be used. Instead of going to colleges and universities, Batter Blaster would reach out to education communities. Special parents’ breakfasts at elementary schools are a great thing to sponsor, such as a Christmas Breakfast with Santa and other themed special days at school. A fundraiser could also be set up for organizations to raise money by selling cans of Batter Blaster. This could be used to benefit elementary schools as well as sports teams and clubs in higher grades, all the way to high school. These plans get the children involved as well as the moms, which will create a greater investment into the product and therefore a greater brand loyalty.

7.0 Evaluation

To measure advertisements placed in the media, the standard circulation evaluations will be used. We will use Nielson for both TV and Internet. Print circulation can be obtained from Audit Bureau of Circulation (ABC)

In addition to the evaluation of media buy, we plan to utilize Batter Blaster’s already-established online presence to conduct more exit-research. While signing up for coupons, more information, and the interactive aspects of Batter Blaster’s website, there will be a survey asking how the consumers were directed to the website, and further how they heard of Batter Blaster in the first place.

8.0 Print Advertisements

Green Mom Print Advertisement

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College Student Print Advertisement

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9.0 Commercial Story Boards

Green Mom’s Story Board

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College Students Story Board

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