PowerPoint Presentation

Brendan Brown, Ethan Lyons, Anthony Cugini, Michael Arcuri, Steve Danylyshyn

BEAMS Building BlocksListen Research Brainstorm CreateTestExecuteEvaluate

SWOTStrengths:#1 in market shareStrong brand awarenessWide variety of productsWeaknesses:Has minimal advertising effortsDoes not have a strong convictionLow awareness of productsOpportunities:Increase conviction rateIncrease retention rateBuild more advertisingThreats:Heavy competition in marketNegative image due to pending lawsuit Competitors have strong advertising

Competitors Analysis

Campaign GoalsIncrease total sales by 8%Reach 70% of our target marketEstablish an effective frequency of 4Increase conviction by 65%

Time FrameThe campaign will continue throughout the year, beginning in March 2014 and ending in February of 2015.

The BudgetThe budget for the campaign will be a total of.$12 million dollars

Research ObjectivesDetermine overall awareness of Nature ValleyWhat does our target market like about Nature Valley?How does Nature Valley compare?Learn demographics and psychographics

ResearchPrimaryOnline surveyWord association

SecondaryExplore Nature Valley Competitor Analysis SRDS Simmons One View

Brand Value Proposition Functional BenefitsAll natural oats and nutritional Over 30 different varietiesPerfect for on the goEmotional Benefits The original healthy granola barSelf-Expressive BenefitsLife an active lifestyleHealth conscious

Target MarketPrimaryVictoria

Chelsea

SecondaryLisa

11

Campaign Strategy

The ProblemLow advertisement awarenessConsumers cant remember what was said

The Key Insight On the goSnack food

The Big IdeaWhenever You Need It

Executions

Executions

Executions

Executions

Executions

Media ObjectivesTargetFemales 25-49 w/ kids

Geographic ScopeNational

Effective Reach: 70%

Effective Frequency: 4

Media StrategiesThis campaign will follow a pulsing schedule. Advertising will be continuous throughout the year, with spikes in advertising during a few key time periods to compliment our brand activation strategies.

Media MixMagazinesPeople, Womens Health, In Touch, Cosmopolitan TelevisionABC Family, Food Network, Lifetime Network, HGTVSpecials:FIFA World Cup and 2014 Emmy AwardsOnlineHulu, Groupon, Yahoo, NY Times, WebMDRadioNPR, Americas Top 40, Delilah

Media Budget & Allocations

Brand ActivationBreast Cancer Awareness SponsorshipGoogle Suggested SearchSweet Genius: Product PlacementMothers Month Park WalkBlow In CouponsWhen You Need It: Social Media Contest

Evaluation Evaluation MonthComprehensionConvictionSalesMarch5%4%0.6%April3%2%0.3%May11%10%1.5%June9%7%1.0%July8%7%0.9%August9%7%1.0%September3%3%0.3%October11%9%1.4%November3%3%0.4%December2%2%0.3%January2%2%0.3%Februrary4%4%0.5%Totals:70%60%8%