Jeremy ParedesDanny ShepelwichKatie BowlesEmily GentryJennifer Martin
Kitchen Entrees
Situation Analysis
New Product Launch
Colgate is launching a new product in the frozen food cat-egory. The frozen entrées are being positioned as health focused and time saving meals.
Category Information (Mintel)
Sales of frozen food entrées are forecasted to increase at an annual rate of 4.7% through 2011. This shows that it’s a good time for Colgate to enter this category.
There is also a 60% increase in consumers using coupons, and a 55% increase in consumers using circulars and going online for bargains. This is a good opportunity specifically for Colgate, because our target (The Conscious Dieters) are savvy, convenience shoppers who are heavy coupon users.
Target (Simmons)
Column: I often eat frozen dinners. I try to eat a healthy balanced diet. I like to try new products
Universe: 13.6 Million
Demographics: Age: 18-24 or 60+ Sex: Skews slightly female Race: Predominately white Martial Status: Single, Married, Widowed Education: College students/recent grads, and retired
The Conscious Dieters 3 main Insights •Theyaredietexperts. •Theirbusylifestylesmakeitchallengingtoeat healthy. •Theyareintentionalinthewaytheyactandinthe way they eat.
Media Habits Magazines are their main source of entertainment. They often notice the ads on billboards. They find TV advertising interesting. When in the car, they always listen to the radio. Their 2 highest media quintiles are Cable TV and magazines.
Top DMA’s L.A., Dallas, Atlanta
Competitive Analysis (Also see Appendix)
Three Main InsightsMagazines and TV dominates spending in the category. Even though Colgate’s competitors use a variety of media, they have one media that they focus on and spend most of their media on. The current messaging between the competitors is either focusing on the ingredients or the taste. Colgate has the opportunity to push the convenient factor of their frozen entrées.
Lean Cuisine • Media spend is consistently the highest ($30.8 Million in 2009) •Mainmedia:NetworkTV •Messaging:Fresh,healthyingredients
Smart Ones •Mediaspendin2009:$8.1Million •Mainmedia:NationalMagazine •Messaging:Ittastesbetterthanyouthink
Healthy Choice •Mediaspendin2009:$4.8Million •Mainmedia:CableTV •Messaging:Ittastesbetterthanyouthink
Kashi •Media spend in 2009: $8.86 Million •Mainmedia:SpotTV •Messaging:Fresh,andhealthyingredients
Media Analysis (Also see Appendix)
Media Plan
Creative Messaging Suggestions
Magazines:We suggest Colgate place specific messaging in these magazines during the below months, that are generally tagged as “weight lose season”. This correlates with our strategy that states “Reach them when they are most dedicated to watching their weight”.
Fitness & Nutrition & Resolutions:Parade- January USA Weekend- January, April, & MayTime-November&DecemberBetterHomesandGarden-*sponsor“Lose5PoundsFast”in the Health section
Summer Beauty & Getaway:Glamour- MayUSA Weekend- May
TV Channels:We also suggest teaming with certain TV shows that our target is watching, and incorporate the messaging into the actual show.
Lifetime- Integrate our commercial with diet tips during “DietTribe”TBS- Integrate our commercial with diet tips during “Movie and a Makeover”USA-Calloutthemaincharacterof“BurnNotice”foronlyhaving yogurt in his fridge; suggest he stock his freezer with ColgateFrozenEntrees
APPENDIX - Competitive AnalysisMedia Budgets
Lean Cuisine is the #1 spender in the category
Lean Cuisine
Smart Ones
Kashi
Healthy Choice
2009
$30.8 MM
$8.1 MM
$8.86 MM
$4.8 MM
$52.6 MMMakes up about 90%
of the category
2%3%
45%
24%
1%1%
25%
Lean Cuisine
Cable TVFSI Coupon InternetNational MagazineNetwork TVSpot TVSyndicated TV
94%
6%
Smart Ones
36%
10%37%
17%
Kashi
42%
6%
52%
Healthy Choice
Media Mix by Competitor
Overall Share of Voice
66%
34%
2008
9%
17%
15%59%
2009
Lean Cuisine Smart Ones KashiHealthy Choice
The Category is becoming more competitive
Spending Trends
01750350052507000
Jan Mar May July Sep Nov
Lean Cuisine
Med
ia S
pend
(00
0’s)
01500300045006000
Jan Mar May July Sep Nov
Smart Ones
Med
ia S
pend
(00
0’s)
0
1500
3000
4500
6000
Jan Mar May July Sep Nov
Kashi
Med
ia S
pend
(00
0’s)
0750
150022503000
Jan Mar May July Sep Nov
Healthy Choice
Med
ia S
pend
(00
0’s)
APPENDIX - Media Plan Quintiles
Quintile 1
Quintile 2
Quintile 3
Quintile 4
Quintile 5
14
16
19
20
27
Magazine Group
27
27
23
21
20
Newspaper
19
18
17
20
21
Radio Drive
20
17
20
21
19
Radio All Day
20
18
18
21
22
TV Early and Late
16
20
21
18
22
TV Primetime
16
20
19
20
23
TV All Day
16
20
19
20
23
TV All Day
18
15
18
18
28
Cable TV
19
21
19
18
22
Yellow Pages
21
21
20
20
19
Outdoor
13
9
11
12
13
Internet at Home
5
5
4
5
9
Internet at Work
12
9
12
13
15
Internet at Home and Work
Magazines
Cable
Outdoor
Radio
Cost
3,676 MM
3,395 MM
1,254 MM
272 MM
Coupons 1,780 MM
TOTAL
Gross Impression
Avg. CPM
$6,552 MM
$3,900 MM
$7,328 MM
$1,872 MM
$4,838 MM
$1.78
$1.15
$5.85
$6.87
$16.00
10,376,643,894 $24,491,259 $6.33
Cost/CPM Breakdown
ReachandFrequencyGoals
7Frequency
Goal
85%ReachGoal
1 2 3 4 5 6 7 8 9
Competition (Light vs. Heavy)
X
Product Life Stage (Old vs. New)
X
Campaign Life Stage (Old vs. New)
X
Message Complexity (Low vs. High)
X
Wear-out Potential (High vs. Low)
X
Clutter (Compatible vs. Neutral)
X
595 GRP Goal
Schedule
2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cable
Magazine
Radio
OOH
Digital Coupon
FSI/Coupon
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