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Table of Contents Agency Overview - pg. 3

Executive Summary: - pg. 4Situation Analysis - pg. 5-34

Brand Analysis - pg. 6-14Competitive Analysis - pg.15-22Target Audience - pg. 23-30

SWOT - pg. 31Consumer Insights - pg. 32-33

Situation Analysis Recap - pg. 34Media Objectives & Strategies - pg. 35-53

Overall Goal - pg. 36Big Idea - pg. 37-38

Objectives & Strategies - pg. 39-53Schedule - pg. 54-55Budget - pg. 56-58

Creative Brief - pg. 59-60Meet Sunflower Media - pg. 61-62

References - pg. 63-66

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Organic ideas that will blossom into a beautiful media plan. Our agency strives to channel the beauty of nature through integrated uses of media, advertising, and public relations. We take on clients that unite nature with everyday life, evoking the multitude of benefits gained from natural living in all of our media planning.

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Executive Summary Kashi was founded in 1984 as an independently owned company and operated as such until it was purchased by Kellogg’s in 2000. Founded with the idea of progressive healthy foods in mind, Kashi has built a brand name for itself by creating product lines focused on the theme “7 Whole Grains and Sesame.” Kashi’s belief in creating products with healthy grains and ingredients has propelled it forward as a popular company in the cereal and granola bar product categories. Over the past six years, Kashi has created a frozen pizza product line in order to bring its healthy product mission to consumers of frozen foods. The Kashi frozen pizza is a product line directly resulting in Kashi’s mission to produce products with healthy grains, vegetables, and delicious tastes with a new customer in mind.

Kashi is known and trusted for quality ingredients. Its frozen pizza brand has not yet captivated a specific target audience, as the intersection of Kashi consumers and frozen pizza consumers has yet to present itself. Sunflower Media is on a mission to raise Kashi frozen pizza sales by 15% to $40 million by the end of next year. Through primary research, we have targeted active individuals, especially mothers, who need to provide their family with nutrients but have no time to prepare a meal. Our big idea is to integrate Kashi’s awareness of health and well being into our target audience’s core values of family and growth. We are going to promote the Kashi brand and product through the lifestyles and interests of our target audience with integrated brand activation tactics. Sunflower Media is positioning Kashi as the easy dinnertime meal which will allow the target market to have more time for the things they love and care about, such as their family. The key insight to this aspect of the Kashi frozen pizza brand is that “family” can mean something different to each consumer of Kashi frozen pizza. By providing a choice for a meal that is more nutritious than but equally convenient to other frozen meals, we will ease our target’s efforts to be healthy and happy at the end of a long, productive day. We hope that Kashi frozen pizza will be integrated into every consumer’s attempt to grow a healthy family.

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Situation Analysis

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Brand Analysis

Current Brand Situation

Analysis of BrandKashi as a brand is owned by the larger parent company of Kellogg’s. While the Kashi brand has had large national success with its brands of cereals and granola bar products, the addition of frozen pizza meals has met with limited success for the brand. Kashi’s goal is to raise awareness and sales of the product in the hopes of making it more profitable in comparison to its brand as a whole and its competition in the frozen pizza category. Kashi frozen pizza is a product that aims to improve its sales from previous years. According to the provided marketing brief, Kashi’s specific sales objective is to grow its frozen pizza sales by 15%, or up to $40 million dollars, by the end of the next year. These sales can be achieved in any geographic area of the United States. Throughout this campaign, Kashi frozen pizzas must also remain on-brand with the traditional 7 whole grains emphasis and the positive benefits of natural food products. The media objective is to create a strong media mix that dominates a few media outlets. Due to Kashi’s relatively small budget for its frozen pizza line and the pricing of its competitors, Kashi does not want to be overcome by its competitors that can afford larger quantities of share of voice within marketing media.

Category: At present, Kashi’s pizza is in the frozen pizza product category. This category was chosen to define the product because Kashi frozen pizza is more differentiated between frozen pizza products than it is differentiated between health food products. Geographically, Kashi as a brand does well in areas where frozen pizza does poorly, suggesting that the Kashi brand has value in ways that do not in-trinsically translate to its frozen pizza products. Frozen pizza sales have fallen 1.6% from 2009 to 2014, with estimated growth in 2014 to be at 0.2%. Frozen pizza is 82.3% of all retail pizza sales but only had 0.6% growth. DIY frozen pizza kits are 9% of the category share and grew 1.3%. The SIC code for frozen pizza is 2038 and the NAICS code is 311412.

Brand Analysis

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Brand AnalysisThe 4 P’s

Placement

ProductKashi’s frozen pizzas come in four main varieties and two personal-serving varieties. Mediterranean, Margherita, Roasted Vegetable, and Mushroom Trio & Spinach are the main varieties; Greek Tzatziki and Indian Tikka Masala are the personal-serving varieties. The main varieties of Kashi frozen pizza retail at $6.29 with three suggested serving portions. Personal-serving varieties of Kashi’s pizza retail at a suggested price of $3.99 and are intended to be a single serving. Kashi frozen pizzas feature crusts that include the quintessential 7 whole grains of the brand as well as elements like flax. The pizzas boast 14-15 grams of fiber, 4-5 grams of fiber, and 9 grams of fat per serving. All of Kashi’s frozen pizza options also count as vegetarian, though they do contain wheat and milk products that prevent them from being allergen-friendly.

Kashi has placed its products within national distribution through retail stores, including both conventional grocery stores and in natural foods stores. Grocery outlets such as Wegman’s and Weis on the East Coast, Safeway on the West Coast, and Publix in the South. As for natural foods stores, Whole Foods is the most prominent example of Kashi’s national distribution. Kashi’s physical distribution is tied with conventional grocery store chains that have been known to be healthy, several ending up on Health.com’s list of America’s Healthiest Grocery Stores. In these stores, Kashi Frozen Pizza is placed within the frozen foods section (one example is Wegman’s, as listed on its website).

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Brand Analysis

Promotion

PriceAt $6.29 per full-size frozen pizza, Kashi’s products come out as slightly more expensive than most of their competitors. Freschetta’s equivalent pizzas are $4.87, Digiorno’s are $5.27, and Red Baron’s are $3.50. Comparatively, while some brands are close to Kashi in price, Kashi does present a slightly more specialized and expensive product in comparison to its top competitors. Generic grocery store brands can also be lower, but they do not compete as directly with specialty brands like Kashi.

Kashi is a brand within Kellogg’s, a large company that owns a variety of food products and brands. Kashi itself is a large brand that has several product lines, many primarily being in the cereal and granola/cereal bar categories. Kashi frozen pizza is a brand that was added recently in the company’s history, as of 2009 (check this fact). Of all of Kashi’s brands, Kashi frozen pizza receives 0.6% of Kashi’s total advertising spending, in comparison to the 40% of total advertising spending spent on Kashi cereal varieties and granola bars.

In terms of sales promotions, Kashi has done little to actively promote its frozen pizza line to media outlets. The Kashi website is one of the most consistent forms of promotion for the product, showcasing images of the pizza products, their prices, and their ingredients. The Kashi website is its primary owned media and is used to encourage consumer engagement through the ability to comment on products, see the ingredients, and see suggestions of similar Kashi products based on “tastiness.” The visuals of the website are clean and promote Kashi as a natural brand that has high quality ingredients.

The other place that Kashi does have visible advertising is through Google advertisements. If you Google a phrase like “Kashi frozen pizza,” ads will crop up on the right side of the screen that encourage you to purchase Kashi frozen pizza products. These advertisements, while for websites that sell Kashi pizzas, do help promote the brand. Kashi has also used SEM by purchasing links at the top of these Google searches. The example below shows it with Kashi’s GoLean Cereal products, but the Kashi website does contain information about the frozen pizza product line as well as the GoLean product line. Both GoLean Cereal and Kashi frozen pizza have been exclusively advertised online in Kashi’s previous media mixes, making their ad experiences most likely similar. Only 0.6% of Kashi advertising is spent on its fresh pizza line.

Brand Analysis

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Brand AnalysisRelevant Economic & Social Trends

Health Concious People In the past few years, the increase for the demand of healthy food has led to substantial market opportunity within the healthy foods industry. A 2012 study done by Nielsen also revealed, in a total of 10 products, only 3 were rated completely believable in their nutritional rating by over 20% of consumers surveyed. What this means is that the health conscious trend is coupled with a trend of consumers being unaware of exactly what defines healthy food and what packaging on food can be trusted to suggest health. This trend creates a situation wherein consumers want to eat healthier food but do not have the resources or lifestyles to commit towards intensive education on the subject. 53% of consumers also consider themselves overweight, creating a consumer environment where health-consciousness is a newly desired trait but one not always familiar to the consumer desiring it. While the frozen pizza market in general has been in decline, frozen food markets on the whole are expected to see some growth due to an interest in organic and natural frozen foods that appear to be healthier than their industry counterpartsBecause the frozen foods market as a whole has not followed this trend, products with organic and natural inclinations have larger opportunities in gaining sales before their competition adapts to meet consumer needs. Frozen pizza with natural and organic attributes also made up 23 percent of product launches from September 2013 to September 2014, an increase from previous years. Brands like Kashi, which have been using labels like natural and organic for several years into its product launch, are thus being met with more direct product competition from its brand competitors over the popularity of this trend in the frozen pizza market.

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Brand AnalysisBusy Lifestyles

Global Industry Analysts released a recent report about the growth of the snack food market that taps into key insights regarding the busy lifestyles trend. While not directly related to the frozen food market, the snacking market is predicted to increase in overall worth in 2015, due in part to busy lifestyles and the convenience that snackfoods hold. This convenience is a factor that can transfer over to the frozen foods markets and the frozen pizza product category. A New York Times article also found in a Harvard Business School survey that, of 1,000 interviewed professionals, 94% worked 50 hours a week and more than half worked over 65 hours a week. Kashi frozen pizza, while targeting smaller DMA markets, impacts parents that identify as professionals in whatever field they are employed in. Recent surveys have also found that American households expect to take 30 minutes to have a meal from preparation to eating, and that many households don’t know what they will make or have for dinner at 4PM. The average US household is therefore a household in which its adult members are working more than ever, relying on convenience foods to the point where they may forgo meals if they take too long to cook, and want meals that can be decided upon quickly and made just as quickly.

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Brand Analysisslow market growth

Between 2010 and 2014, households that have eaten 10 or more frozen pizzas have dropped 15%. One of the demographics involved in this drop has been households with children that make under $50,000 in gross income Frozen pizza has also declined as the economy has been improving, while deli pizza and similar competitors outside of the frozen convenience market have seen steadier growth. Frozen pizza purchasing has been associated with other dry and frozen products used to make convenient dinners, including macaroni and cheese, while competing products like pre-made deli pizza has been associated with a mix of a few frozen products and easily made dry shelf products. In doing research on this category, companies like Nielsen have suggested adding in semi-homemade elements to make consumers believe they have worked to prepare their meal without losing the factor of convenience his research suggests that, while consumers want convenience based on their busy lifestyles, they also want to feel as though their meals have an element of homemaking to them. This is in conjunction with consumers feeling as though they are in a better economy and therefore moving away from meals they feel represent a lower mode of income.

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high market usage of families with kids

Brand Analysis

Families with children mark a higher overall consumption of pizza products in every category, not just frozen pizza. Consumer research looking into these relations suggests that frozen pizza brands that cater to families with side dishes and sharing-friendly serving sizes will take advantage of the family value placed on the pizza product category in general Companies like Family Dollar and Dollar Tree have also introduced freezers selling frozen and chilled convenience foods in order to meet a specific family demographic: the Hispanic family Convenience stores like Save Mart in California have also expressed seeing the trend of families specifically looking for frozen and chilled foods to eat - specifically, frozen foods with natural qualities that still meet the needs of convenience Save Mart has also reported observational evidence regarding the popularity of parents purchasing frozen entrees and dinners, while frozen juices and desserts like pies have dropped off in comparison to refrigerated and bakery counterparts. Companies like Kashi have opportunities within the general demographic markets of families with children based on these trends, as more and more convenience stores and grocers are adding frozen food sections with a focus on healthy lifestyle options. This is a coupling of convenience and family health that is different from that of the traditional healthy grocery store chain and therefore a new outlet that brands like Kashi may delve into as time goes on.

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Brand Analysishigher likelihood of eating takeout/delivery pizza

The past few years have seen fast-casual pizza restaurants increasing in their popularity and quantity throughout the United States. These types of pizza places boast pizzas that are able to be customized but still relatively fast Pizza restaurants that identify with Italian authenticity in their products are also on the rise This trend of the pizza market focusing on authenticity and “traditional” pizzas has been confirmed in other outlets as well Mintel did a survey that found that consumers prefer the taste of restaurant pizza to frozen pizza While agreed upon across the board, this same study did find that consumers ages 18-34 with children were more likely than the average person to eat frozen pizza. This trend connects to trends for natural and organic reading because it focuses on the homemade and, to an extent, convenience trends associated with the frozen pizza category. However, because restaurants do not offer the same kind of convenience, especially time convenience, frozen pizza brands have the opportunity to use the preferred qualities of restaurant pizza in with their frozen pizza brands.

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Brand AnalysisGeography

At present, Kashi frozen pizza is only doing well in 6 DMA’s out of the 210 in the United States. Those DMA’s are present in North Carolina, South Carolina, Indiana, Montana, Texas, and Maine. The highest indexing DMA is Evansville, Indiana with its residents being 86% more likely than the average person to buy Kashi frozen pizza as a brand and 29% more likely than the average person to buy frozen pizza as a category. In terms of county size, frozen pizza users are 28% more likely than the average person to live in county size D and 13% more likely than the average person to live in county size C. This means that areas with smaller, less metropolitan populations are more likely to consume frozen pizza.

Larger geographic information finds that heavy frozen pizza users are 46% more likely than the average person to live in the west central region of the United States; 15% more likely than the average person to live in the east central region of the United states; 8% more likely than the average person to live in the southeast region of the United States; and 6% more likely than the average person to live in the southwest region of the United States. These sections of the United States have untapped opportunity for brands like Kashi frozen pizza due to their high consumption of the product category. DMA’s that have high CDI’s for the category include Indianapolis, Indiana (121) and Jackson, Tennessee (127). The highest CDI DMA’s for the frozen pizza category were Zanesville, Ohio (139) and Parkersburg, West Virginia (137).

Markets and DMA’s to focus on include these areas of the west central region, the east central region, and the southeast region of the United States. Areas with smaller populations that contain more strained resources available to consumers have higher opportunities for frozen goods that also meet the natural aspects that companies like Kashi provide. Targeting these general regions and DMA’s in states like Indiana, Texas, North and South Carolina, Tennessee, and West Virginia can take advantage of this product category opportunity while providing something new to the geographic area.

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Competitors

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Competitve AnalysisRed Baron Overview Media MixRed Baron Pizza was created in 1976 by the parent company, Schwan Food Company. The Schwan Food Company operates from nearly 600 US locations including: Florida, Georgia, Kansas, Kentucky, Minnesota, Oklahoma and Texas, as well as four major refrigerated warehouses. Schwan’s Kansas’s plant is one of the world’s largest frozen pizza- manufacturing facilities. When Schwan created Red Barron Pizza they focused on the deep dish and better crust of the frozen pizza brand. Red Baron their different types of crust as their main selling point. Since Red Barron has been around for over 50 years they have created brand loyalty and trust with heavy frozen pizza consumers.

Red Baron Pizza’s total share of voice in advertising frozen pizza is 36.9% and was deemed to have 9.62% share of market for 2013. Overall their media mix shows that for advertising they spend .2% on Internet ads, 96.8% on Con Magazine and 3% on spot television. Their total adverting spend on Red Baron Pizza is about $356,600. Although Red Baron Pizza does not spend a lot of money on their Internet advertisements, they are very active member on social media sites. Red Baron Pizza runs competitions on Twitter, Facebook and have a YouTube channel where consumers can watch past commercials. On Twitter they have 8,779 followers and do not post often. On Facebook Red Baron Pizza have 319,698 and posts on a regular basis. Their posts include common trends about throw back Thursday, new pizza flavors and competitions to vote for the next pizza flavor they come out with. Over all Red Baron interacts with consumers on a daily basis on Facebook. Below are some of Red Baron’s pizza ads on Facebook.

“The one for everyone”

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Competitve AnalysisRed Baron Creative Examples

Red Baron Pizza is the oldest brand of frozen pizza out of the competitors shown. It has built up its brand loyalty since the 80’s and have stuck with its mission since day one. Below is some of its Facebook advertisements. The throwback Thursday ad (#tbt) was posted with the caption “We started using our signature Black Box in the 1980’s. Share your first Red Baron memory with us!” This ad could appeal to mothers on Facebook who are nostalgic about the memories they have with the “Black Box.”

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Competitve AnalysisFreschetta

OverviewMedia MixFreschetta Pizza is also

owned by the parent company Schwan Food Company. Schwan Food Company is 61 years old and created Freschetta Pizza in 1996. Freschetta’s main advertising focus when they first came out was a campaign was an old woman named Etta who would serve the ‘fresch’ pizza out of the oven. Their other main selling point is their rising crust.

Freschetta pizza’s total share of voice in advertising frozen pizza is .4%. Its total share of market is 4.2%. Freschetta’s media mix is 92.6% consumer magazines and 7.4% B to B. Freschetta pizza focuses on its new healthier brand image. Below “green is the new black” and its gluten free pizza ad implies Freschetta has healthy options. Its ads are focused on mothers choosing the right pizza brand for their children to eat.

“Now that’s Fresch!”

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Competitve AnalysisFreschetta Creative Examples

Freschetta is very active on its Facebook. In its recent campaign the company focused on being a healthy brand by showing off its new gluten free pizza, shown in the far left ad. Freschetta also runs voting competitions as show in the ad on the far right. Its “green is the new black” campaign is something Kashi pizza should be threatened by.

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Competitve AnalysisOverview Media Mix

DiGiorno Pizza

The Nestlé Pizza Division owns DiGiorno pizza. The Nestle Pizza Division is part of Nestlé USA, which is owned by Nestlé S.A. of Vevey, Switzerland — the world’s largest food company with a focus on Nutrition, Health & Wellness. Nestlé USA 2011 sales of $10 billion account for a market share of 22.4%.

DiGiorno pizza’s total share of voice in advertising frozen pizza is .4%. Its total share of market is 22.4%. DiGiorno’s media mix is very television heavy. Its spends 42.5% on net TV, 5.9% on spot TV, 8% on sln TV, 32.1% on cable, 3.5% on syndication that’s nearly 92% of its ad spending. DiGiorno also spends 5.9% on con magazine, 2% on the Internet and .02% on outdoor ads. Its total ad spending totals up to $34,510,400. To the right are three advertisements found on DiGiorno’s Facebook. The one to the right is wishing everyone a happy Friday the 13th and the other two are geared towards the super bowl. Its designs are not geared towards mothers as much as they are geared towards our secondary audience, men ages 18-44. DiGiorno focuses more on its meaty toppings and clever yet clear creative to captivate men. Health is not a concern for DiGiorno. It has built up a strong brand that has a catchy slogan and captivating advertising campaign that is simple but literal. It has 188,080 likes on Facebook and 15.6k followers on Twitter.

“It’s not delivery it’s Digiorno”

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Competitve Analysis Competitve AnalysisDiGiorno Pizza Creative Examples

DiGiorno Pizza uses simple ad designs that cater towards men during football season. These ads shown on its Facebook are obviously geared towards avid football watchers or wives of those who watch football. The ad to the top right is from Friday the 13th. This simple yet effective ad keeps consumers invested in the pizza brand while reminding them of the superstitious holiday.

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Competitve Analysis Kashi Pizza

Kashi Pizza has 107 likes on Facebook which is nothing in comparison to their competitors. Its last post was on March 11, 2015. The other brands make a point to post at least once a day or a week.

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Target AnalysisSegmentation

Primary AudienceThe primary target audience consists of women ages 18-44. They are employed and potentially mothers. Women are a large part of the composition of heavy frozen pizza users, representing 73% therefore making them a strong market for Kashi to target. According to demographic data, these women are likely working women, married, and parents. Data shows that parents are 50% more likely to be heavy pizza users than the average population.

Demographics: Such users are likely white women that are employed and work, are married, have children, and own a home. Research shows that three quarters of heavy frozen pizza users are women, about 82% of heavy frozen pizza users are white, half of heavy users are married and parents.

Lifestyle: Heavy frozen pizza users are likely to live an active lifestyle. They are 68% more likely than the average population to purchase team sports clothing and 104% more likely to buy baseball/softball shoes.

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Psychographics: These women care about their children and their health. They are over 50% more likely than the average population to have bought children’s medicine like cough syrup, cold tablets and vitamins within the last six months. They may also be new parents as research shows they are over 100% more likely than the average population to have bought a baby car bed, baby bath tub, cradle gym, high chair, play pen and stuffed toys in the last six months. These mothers are okay with serving their children frozen food as they are 95% more likely than the average population to have used prepared dinners for children in the last six months.

Media Usage: Television usage of heavy frozen pizza users includes networks likeCartoon Network, Nickelodeon, Nick at Nite and Toon Disney. They also watch Days of Our Lives, Family Guy, Nanny 911 and game shows. These moms do not watch a lot of tv for their own pleasure, instead they read magazines. Popular titles that are family centered include American Baby, FamilyFun, and Working Mother. Additionally they read magazines like CosmoGIRL! and Star. They are on the internet but are only light users because of their schedule that is most likely packed with their children’s activities.

Target AnalysisPrimary Audience

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Target AnalysisSecondary Audience

The secondary audience includes heavy frozen pizza users that are devoted to their hobbies and immerse themselves in those subcultures. This could be through friend groups, magazine subscriptions, television network viewing or purchasing choices. Their interests may lie in hobbies like gaming or sports like motorcycling, car racing, snowmobiling, hunting or fishing.

Demographics: Falling between the ages of 18 and 44 some members of this group will be married and have children. Thesepeople are 28% more likely than the average population to be in service occupations and 31% in product occupations.

Psychographics: These heavy frozen pizza users devote a lot of their spare time to their hobbies. They like to save money when they can, for example by renting video games rather than buying them, because this leaves more of their disposable income to be spent on hobbies.

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Lifestyle: These consumers are immersed in their hobbies and this is obvious when one looks at their purchasing behaviors. Heavy frozen pizza users are 68% more like-ly than the average population to have bought team sports clothing in the last year and highly likely to have bought items like ski jackets, hunting clothing, and work boots. They are 53% more likely than the average population to own an ATV and 75% more likely to have bought a sport ATV. Their interests may also lie in video gaming as they are 58% more likely to own a video game system. They often buy games and rent them (73% more likely to have purchased video games in the last year and 121% more likely to have rented video games in the last 30 days). In terms of food, these consum-ers are likely to use simple prepared foods like frozen breakfasts, spaghetti and macaro-ni, and lunch kits. They are 95% more likely than the average population to have used frozen pizza in the last 6 months.

Media Usage: In terms of print media, these consumers are likely to read magazines like Circle Track, Game Informer, Maximum PC and American Hunter. They are also 74% more likely than the average population to watch the FOX World Bowl.

Target AnalysisSecondary Audience

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Target Analysis Target AnalysisPrimary Research

To get more information on the frozen pizza consumption habits of our target audiences, we conducted primary research through an online survey. In order to reach as many members of our target audience as possible, we distributed this survey through multiple social media platforms including Facebook, Twitter and email. A total of 94 individuals took our online survey. The majority of our respondents fell into our target audience demographic, 78 of the 94 individuals who took the survey were female (82.98%) aged 18-44 (80.86%). We learned the following insights through our survey, which helped to continue our research and develop our big ideas and executions for this plan: 53.2% of respondents prepare frozen meals. Of this percentage, 18.09% prepare frozen pizza 1-2 times a week, and 30.85% prepare frozen pizza 1-3 times a month. When asked what frozen pizza brand they preferred, the majority of people surveyed ranked DiGiorno brand pizza the highest, followed by Red Baron Pizza, then Freschetta, and lastly Kashi frozen pizza. This told our team that Kashi’s frozen pizza product line was not as prominently used or well-known as many of its competitors. When asked what they were looking for when purchasing frozen food, the majority of people (31 people, 32.98%) selected that they look for a tasty option. 29.79% selected that they primarily look for a tasty option, and 25.53% preferred an easy-to-make option. When asked to rank what types of media they used with the most, 53.19% of people ranked internet as number one, followed by 35.11% of people selected Social Media as their first choice, and 8.51% selected television as their first choice. In terms of media platforms, 76.60% of those surveyed selected that they use social media like Facebook and Twitter the most, followed by YouTube, online Television and online News. Thus, it is clear that our target audience spends a lot of time online.

Response to “How often do you prepare a frozen meal?”

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Target AnalysisPersonas

This woman is super mom, she has multiple children and is a working professional which leads to a busy lifestyle. She loves her kids and dedicates most of her free time to her children and their activities. While this woman wants the best for her kids, she doesn’t always have the time to make a homemade meal or have her husband make one. Frozen pizzas from brands like Kashi give her the chance to give her family a dinner they will love without breaking her schedule or her wallet.

Primary

SecondaryThis audience consists of men that are extremely dedicated to a hobby. They are generally busy people, splitting time between their career in a service or product occupation and their hobbies and friends. Whether it’s playing video games, learning computer programming, fishing, or doing extreme sports, this audience is constantly on-the-move and buys frozen pizza as a way to refuel at the end of a long day.

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Target AnalysisA Day In the Life

Jane Grace is a 36-year-old wife and mother of three boys-Andy, Sheldon and Atticus. The Grace family resides in a suburb just 45 minutes outside of Syracuse, NY. On a typical day, Jane will get up at 6 am and will cook breakfast for her husband and children around 7 am after flipping through the latest issue of FamilyFun magazine. Jane values healthy, nutritious meals for her family, and likes to prepare food quickly since she juggles a lot of responsibilities. After serving up a well-balanced breakfast, Jane packs healthy lunches for her three boys and gets ready for work. Jane likes to dress simply, yet holds an air of sophistication. After dropping off her boys at the bus stop, Jane commutes to her job as a Health and Nutrition Professor at Syracuse University. She works extremely hard, believing strongly in the motto “Hard work pays off.” Jane teaches several courses at the school into the late afternoon. On her way home to pick up the boys from the bus, Jane often stops at the local supermarket to pick up ingredients for dinner.She spends several hours each day shuttling her boys to afterschool and recreation activities. She has little time to cook dinner and feed the kids between Sheldon’s four o’clock soccer practice and Atticus’s 6 o’clock clarinet lessons each evening, so she finds it extremely convenient to pop a frozen Kashi Thin Crust Roasted Vegetable pizza in the oven for dinner.

“The Modern Mom”

While rushing from activity to activity, Jane is glad that she has a healthy dinner prepared for her children. She is grateful that there is an alternative to the typical greasy, unsanitary pizza sold in chain pizza restaurants. She loves the health aspects of the Kashi brand, and loves creating a quick, delicious meal for her kids that she knows is a healthy choice.

In what little time she can spare for herself, Jane enjoys going for a jog or picking up a yoga class at her local studio. She is an exercise enthusiast and loves to set a positive example for her children by remaining active and inviting them to join her exercise routines in the evenings.

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A Day In the Life

Target Analysis

David Austin is a 22 year-old barber-in-training living in a suburb an hour away from New York City. On a typical day, David will wake up around 9 am and grab a protein bar for breakfast on his way to work in town. During the day, David talks with different customers and friends at the barbershop about fishing, cycling and hunting-activities in which he is well versed. Additionally, David is extremely involved in the video game subculture and can often be found camping out in front of GameStop with his friends, waiting for the new Super Mario release. At the end of the workday, David likes to unwind at home by playing his favorite game, Grand Theft Auto 4, or by watching television. David especially loves to watch shows and documentaries about extreme sports. He often takes weekend trips upstate to go snowmobiling and snowboarding with his long-term girlfriend, Jade.

“The Social Gamer”

Every Friday night, David and his friends get together to play video games in David’s apartment. They’ll typically discuss the latest NASCAR news and new games publicized in Game Informer magazine. Since David is too busy to cook and wants a quick meal for when he entertains friends, David often stocks up on Kashi Frozen Pizza. On game night, he’ll typically bake two or three of his friends’ favorites-Kashi Mushroom Trio & Spinach Pizza and Kashi Thin Crust Margherita-while he and his friends play Call of Duty. David and his buddies love eating pizza that has an authentic taste, yet is healthy. Kashi Pizza is quick to bake and easy to make, allowing for David to maintain his active lifestyle and social life.

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SWOT AnalysisStrengths

ThreatsOpportunities

WeaknessesStrong brand association with health and wellness qualities

High brand awareness in cereal and grain-based product categories

Low product awareness in most DMAs and geographic locations

Little to no advertising penetration Limited funding with which to create an advertising campaign

Consumer move towards preferring pizza restaurants

Small market growth within frozen pizza product category

High market competition between frozen pizza brands

Increased consumer desire for healthy food products

Families 18-34 with children heavy on frozen pizza usage

Busy lifestyles encourage convenience food dietary needs

Large frozen pizza product category

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Consumer InsightsPrimary

These consumers are dedicated to their children and families1. 73.2% of heavy frozen pizza users are women. Women are 3% more likely than the average population to be heavy frozen pizza users.2. 49.9% of heavy frozen pizza users are parents. Parents are 46% more likely than the average population to be heavy frozen pizza users.3. 35.7% of heavy frozen pizza users have bought children’s shoes in the last 6 months. Heavy frozen pizza users are 52% more likely than the average population to have purchased children’s shoes in the last 6 months.

They do not have much time to themselves1. 27.3% of people that read Working Mother are heavy frozen pizza users.2. Heavy frozen pizza users are 116% more likely than the average population to buy a high chair.3. Heavy frozen pizza users are 122% more likely than the average population to buy a play pen.

These consumers are okay with using frozen/prepared food1. Heavy frozen pizza users are 95% more likely than the average population to have used prepared dinners for children in the last 6 months.2. Heavy frozen pizza users are 69% more likely than the average population to have used frozen breaded chicken in the last 6 months.

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Consumer InsightsSecondary

These consumers are extremely dedicated and involved with subcultures and hobbies1. Heavy frozen pizza users are 49% more likely than the average population to read American Hunter.2. Heavy frozen pizza users are 56% more likely than the average population to read Circle Track.3. Heavy frozen pizza users are 49% more likely than the average population to read Easyriders.4. Heavy frozen pizza users are 89% more likely than the average population to read Maximum PC.

These consumers like extreme sports and hobbies like snowmobiling, video gaming, fishing, and hunting

1. Heavy frozen pizza users are 75% more likely than the average population to have bought a sport ATV.2. Heavy frozen pizza users are 51% more likely than the average population to have bought a used motorcycle.3. Heavy frozen pizza users are 121% more likely than the average population to have rented video games in the last 30 days.

These consumers tend to work in service or product related occupations and have to balance this obligation with their hobbies

1. Heavy frozen pizza users are 28% more likely than the average population to be in service occupations.2. Heavy frozen pizza users are 31% more likely than the average population to be in product occupations.3. Heavy frozen pizza users are 65% more likely than the average population to have used frozen breakfasts in the last 6 months.4. Heavy frozen pizza users are 69% more likely than the average population to have used canned or jarred spaghetti & macaroni in the last 6 months.

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Situation Analysis RecapChallenge

Key Consumer Insights

Increasing brand awareness despite category decline

Today people lead very busy lifestyles and they need food that is easy to prepare and healthy for their bodies.

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Media Objectives and Strategies

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Overall Goal

Grow frozen pizza sales by 15% to $40 million by the end of next year

The Big Idea

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The Big Idea

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The Big Idea

Based on the research presented within the situational analysis, we want Kashi to approach its goals for growth with a family focus in mind. Families with children are amongst the highest in terms of heavy frozen pizza consumption; they also care about health because of trends and lifestyle demographics, but they care more about their convenience and interpersonal family dynamics than they do having an extremely healthy diet. Kashi frozen pizza is the answer to the conflicted modern family helmed in its dietary needs by the target audience of 18-44 year old women. Through Kashi and its frozen pizza product, these women can help their families grow along with their health while continuing their busy lifestyles, fostering a long-term relationship of brand loyalty with Kashi frozen pizza and complementary Kashi products.

Media Objectives & Strategies

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Media Objectives & StrategiesTo increase awareness of Kashi’s frozen pizza line we are proposing a national cam-paign with an effective reach of 50 and an effective average frequency of 3.9. In order to balance reach and frequency we decided to be more conservative with the reach. The reach is relatively low at 50 but it is the best allocation of the budget. We used the Ostrow Model to determine effective frequency by examining market, mes-sage and media factors. Overall, it was necessary that we optimize frequency be-cause Kashi has low brand market share and a short purchase cycle. Frequency can be the focus of the campaign because in terms of the message, this is a new cam-paign for a product that has low wearout.

August-has the heaviest paid media weightcompeting against Red BaronReach- 51Frequency- 2.1GRPs- 108

May- other peak monthcompeting against FreschettaReach- 41.1Frequency- 2.0GRPs- 81

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Media Objectives & StrategiesOwned Media

For owned media, we are suggesting that Kashi focus on maintaining a strong brand website, increasing awareness of the brand through sponsorships and product placement, and designing a few custom events that will supplement exposure to the brand from national media.

Kashi Frozen Pizza Website The home page for the frozen pizza line should be revamped to draw in consumers and gain their interest. The current pages for each individual pizza type are well done in that they have high quality images and detailed information but there are many other opportunities for consumer engagement that Kashi could easily take advantage of. On the website, there should be links to social media accounts solely dedicated to Kashi frozen pizzas. Another potential addition would be quick, easy and healthy side dishes that would complement the different pizza varieties.

Media Objectives & Strategies

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Media Objectives & Strategies Social networks

Social networks are a great opportunity to reach large audiences and create individual connections with consumers. Social media has much more conversational tone and can be used to make positive connections with consumers that are interested in your brand. It is also much cheaper than traditional media, which has high production, labor, and media buy costs.

Kashi already has a loyal customer base with its cereals and snacks who could be translated into frozen pizza customers. One way this could be accomplished is by connecting fans of Kashi’s Facebook page with a new Kashi frozen pizza page. This page would be dedicated solely to promoting the different pizza varieties in a way that is more consumer involved than the website. This Facebook group would post information about new Kashi frozen pizza promotions, as well as printable coupons that fans who had liked the page would be able to print and use at their local supermarkets. The Facebook page could open a contest encouraging people to share pictures of their family dinners with Kashi frozen pizza to the page. Each week, Kashi would select a favorite picture and would reward the family with a voucher for two free pizzas, and would make that family picture the Facebook page’s cover photo for the next week. Additionally, Kashi frozen pizza would post images of and links to articles about Kashi’s sponsored events like the Kashi Community Garden.

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Media Objectives & StrategiesPinterest Pinterest is an incredibly important media platform in the lives of members of our primary target audience. Kashi would set up several different Pinterest boards on which it would post content related to its frozen pizza campaign. These boards would be linked to the Kashi website. The first board would include content surrounding “The Kashi Community Garden” event. On this page, Kashi would pin pictures and information about the building of its Community Garden and activities taking place at the garden. Additionally, this page would feature gardening tips and tricks, fresh food ideas and recipes that would complement Kashi frozen pizzas at the dinner table.

Another board that Kashi could set up would be specifically dedicated to “Family Dinner Meal Ideas.” On this page, Kashi would post its own content, and would re-pin the ideas of women in the primary target market. This board would feature creative ideas for sides, drinks and table settings that would go along with Kashi frozen pizzas. All of the content would be family-friendly and would explore ways to promote healthy eating at the dinner table.

A third board that Kashi would create could feature content regarding the upcoming theater release of the highly anticipated family film Frozen 2. Kashi would pin promotional materials and graphics on its board featuring the Frozen Princesses and Olaf the snowman munching on slices of Kashi frozen pizza. It could also post Buzzfeed quizzes, re-pin pictures of families and kids eating pizza with their Frozen dolls and in Frozen costumes, and pin links to funny and engaging articles about pizza and the release of Frozen 2. For example, there are some great articles on the web that feature a collection of Twitter pictures of family’s reactions to the announcement of the development of Frozen 2. Additionally, Kashi could post pictures of its special limited edition Frozen pizza boxes-Kashi frozen pizza packaging that incorporates the main Frozen 2 characters images.

Media Objectives & Strategies

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Media Objectives & StrategiesSponsorship and Product Placement

Kashi could investigate product placement in popular television shows in order to increase awareness of the brand. Endorsements such as subtle product placements feel less intrusive than direct advertising; Kashi’s lack of previous frozen pizza advertising also means that it has an opportunity to perform indirect methods of advertising without running into advertising overload.

At the beginning of the campaign Kashi could sponsor a Buzzfeed quiz called “Which Kashi Pizza does your family need?” in order to reach the tech-savvy target audience over social media. The quiz would connect families with different types of Kashi frozen pizza based on lifestyle questions, demographic questions, and flavor-preference questions. Participants would be able to share the quiz, as well as their results, on various platforms like Facebook, Twitter, and Pinterest. Questions would be targeted towards gaining insight into the digitally active Kashi consumer with the information it would gather. If the individual shares their quiz results on social media, they will receive a link to a printable coupon for a Kashi frozen pizza product. Sharing the quiz on social media would also provide the consumer with a digital response on social media from Kashi and a coupon provided for the frozen pizza product. Moving forward Kashi should aim to make its presence known on sites like Buzzfeed at least every three months.

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Media Objectives & StrategiesSponsorship and Product Placement

According to our research, heavy frozen pizza users are 121% more likely than the average population to have rented video games in the last 30 days. Since our secondary audience members are classified as “The Social Gamers” due to their high consumption of digital games and gaming systems, we decided to advertise to this market through Out of Home product placement in the newest video games of 2015/16. In August we will place Kashi Frozen Pizza signs and billboards in the newly released Madden game, then we will place ads in Halo 5 come October and in Call of Duty Black Ops 3 in November. Since the video game release dates for future months have not been cemented, we encourage Kashi to investigate further in-game ads in the future.

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Media Objectives & StrategiesLET’S MOVE CAMPAIGN PartnershipSince our new slogan for Kashi is “Grow a Healthy Family,” we will partner up with first lady Michelle Obama for her campaign “Let’s Move!” America’s rally to raise a healthier generation of kids. Kashi will sponsor specific events as an entity but the activities within the events will help promote its frozen pizza line. Firstly, Kashi will be part of the Gimme Five challenge. The Gimme Five challenge is very similar to the ALS ice bucket challenge where celebrities, social lights, and average people can nominate and be nominated to document five healthy regimens for the day and post them on social media. If Kashi were able to represent its pizza through a social light or celebrity such as Michelle Obama, Beyoncé, or Ellen mothers, kids and teens would be keener on buying Kashi frozen pizza. Kashi could should also focus on partnering with this campaign during the summer months when students are out of school. Second, Kashi frozen pizza will act on the Gimme Five challenge by being a part of the White House Easter Egg Roll. The Egg Hunt is a huge tradition and this past year Michelle Obama based the day around her Gimme Five challenge. Since this is a day that is about family, Kashi will have activities set up for kids and their parents to better lifestyles. This will include a workshop based around purchasing healthy meals on a budget and healthy, quick choices for busy parents. Kashi will also have a pizza making competition where kids and their parents design a new healthy pizza to be voted as the new Kashi pizza flavor for a limited edition. Each contestant will receive Kashi frozen pizza coupons for their participation and the winner will receive a month supply of Kashi frozen pizza.

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Media Objectives & StrategiesIt would be extremely beneficial for Kashi frozen pizza to partner with the Disney’s newest film, Frozen 2, in order to raise product awareness and become aligned with the idea of “family dinners.” The first Frozen film was extremely successful, it is the fifth-highest-grossing film of all time and by far the highest-grossing animation. It is Amazon’s best-selling children’s film, and has won numerous awards including two Academy Awards, a Golden Globe and a BAFTA. This being said, families with children are waiting in anticipation for the release of Frozen 2, and people who loved the first movie are set to invest in products and promotions related to the sequel. The moment plans for a sequel were announced, “Frozen” stars and fans stormed social media to share their excitement. Frozen 2 already has a lot of buzz surrounding it, and is likely to gain even more. Thus, Kashi frozen pizza would be wise to work with the film. We recommend that Kashi frozen pizza incorporate a coupon for tickets to Frozen 2 on its packaging. This will encourage families to purchase Kashi frozen pizza in order to see Frozen 2 at a discounted price.

Frozen 2 CollaborationMedia Objectives & Strategies

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Media Objectives & StrategiesCustom Events

Kashi could host Kashi Community Gardens in a few select designated market areas that have high frozen pizza category indices. Two of the selected designated market areas, Evansville, IN and Laredo, TX both index high in CDI and BDI for Kashi as a brand as well as for frozen pizza products and would be able to operate as control areas for the Kashi Community Garden initiative. Parkersburg, WV and Indianapolis, IN would be two examples of non-test DMA’s to start the initiative in as well. They index highly for heavy frozen pizza usage - 37% more likely than the average person in Parkersburg and 21% more likely than the average person in Indianapolis - but not for the Kashi brand, making them key opportunities for Kashi to grow its brand in the southeast and east central areas of the United States. Indiana already has a high-indexing DMA that performs well for both brand and category, and Indianapolis has a larger DMA population. Parkersburg indexes the highest for heavy frozen pizza usage and is a smaller area than Indianapolis. These selections would Kashi a few varieties of DMA’s to test out the idea and implement it to suit the needs of the brand in different areas.

The Kashi Community Garden would be a garden targeted towards the local community that Kashi would sponsor along with local charitable organizations and gardening organizations with emphasis on health, organic food growth, and community access. Kashi’s involvement would include having an “Opening Day” in which families would be invited to participate in the initial planting of vegetables and flowers. The first 50 families in attendance would be given complimentary recipe books courtesy of Kashi frozen pizza. These recipe books would feature low-cost Kashi products and accompanying side dishes that could be made from the vegetables grown in the Kashi Community Garden. This would target the growth of community and the growth of families in the community by encouraging them to eat better together, and to do that with the Kashi frozen pizza product at the center of their dinners and lunches. Maintaining the garden will help grow the Kashi brand and would also provide a physical space for Kashi to do other frozen pizza promotions that focus on families, community, health, and quick food preparation.

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Custom Events

Media Objectives & Strategies

Event examples in this space, or another community location, would include a Kashi Flavorful Family Movie Night. Kashi could sponsor a family-friendly movie in a large area, such as a park, the Kashi Community Garden, or a local outdoor theater. At this event, booths could be placed with Kashi frozen pizza and accompanying healthy treats to provide families with something to eat during the film. Coupons and other sales promotion items could be given out as well to encourage consumers to purchase the Kashi frozen pizza product following the film. By providing families with a chance to sample the product in a setting that encourages togetherness and positive emotional growth, Kashi would improve its brand image and give families more of an emotional reason to try the Kashi frozen pizza product in their homes - especially if they see that it can be paired with other food products and family events like watching a film.

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Media Objectives & StrategiesIn terms of earned media, Kashi has a lot of opportunities within the food industry. From magazines to radio programs, there are numerous media through which Kashi can send the message of its quality frozen pizza out into the world. Kashi’s earned media will capitalize on economic spending, public relations methods, and target audience-concentrated methods in order to maximize the effects of Kashi’s budget and product quality.

Earned Media

One suggestion is to contact food bloggers and encourage them to review Kashi frozen pizza. This would be a strategy aiming to call more attention to the brand within the target audience. This may potentially lead to Kashi being reviewed online, in magazines, and in news segments. Food Blogging have become extremely popular in the past decade, and Food Bloggers have unique and personal relationships with their readerships. These Bloggers are trusted and have influence over the products that their readers purchase. The key goal is to create positive buzz around the Kashi brand, especially the frozen pizza line. Although Food Bloggers have the ability to boost sales with their positivity in reviews, they also have the potential to turn people off of the product if they give a negative review. This being said, we recommend that the Kashi use discretion when choosing which Food Bloggers to which it will send Kashi frozen pizza samples, and research to find Bloggers who would be most likely to give favorable reviews. America’s Best Food Blogs, a website that holds a collection of links and information about food blogs by Americans in the United States and abroad, is a great resource for finding Bloggers who fit the target demographic and reflect the Kashi Mission Statement and focus on the family.

Additionally, we suggest that Kashi keep in contact with the media through news releases, media advisories and occasional feature stories in order to promote frozen pizzas, and to keep the brand image fresh in the mind of consumers through reach and frequency tactics.

While you cannot guarantee that all reviews will be positive, Kashi can use both positive and negative feedback through social media by offering coupons, customer service information, and product suggestions. Reviews from key online influencers give companies like Kashi an opportunity to highlight when customers love the products and highlight what other types of Kashi frozen pizza might work for them if they don’t like a specific type. Not only does this mean that Kashi frozen pizza earns media voice through being mentioned, but it also earns a veil of brand credibility for responding to its earned interactions in positive and active ways.

Public Relations

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Media Objectives & Strategies

Public Relations By keeping in contact with the media through news releases, media advisories and occasional feature stories, Kashi could promote its frozen pizzas and brand image through both reach and frequency tactics. When Kashi creates a new sponsorship or sales promotion tactic, it can put out press releases and seek out feature stories in key online and print media to gain earned media about the brand. Unique sales promotion tactics such as establishing community gardens can be picked up by general media outlets and outlets with focuses on health, family, community building, and food products. Partnerships with other brands such as Disney’s Frozen are also likely to benefit from their unique attachment to the Kashi frozen pizza product; the Kashi frozen pizza voice will also benefit from the voice gained from the other, more established brand in the partnership. Choosing to establish partnerships and sponsorships will also broaden the types of media outlets Kashi can earn its media on, including larger general news outlets, viral news outlets, and social media-based outlets such as Twitter, Facebook, and Instagram.

Media Objectives & Strategies

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Social Network Campaigns

Media Objectives & Strategies

Social media campaigns are a key method of earning brand voice and credibility on media used by large portions of our target audience. Significant media releases and feature story ideas, such as adding a new pizza to the product line or announcing a new partnership, could be curated with hashtags that emphasize the Kashi brand and accompanied owned media integration on Kashi’s websites and social media accounts. Kashi can also earn social media campaign recognition by curating hashtags based on positive experiences involving health, family, and food. Kashi can do this with its own products - or, if it wants to avoid negative comments about products, it can encourage social media users to share their experiences about Kashi’s key campaign goals to better associate the frozen pizza product with its campaign values in the public eye. Other than hashtag creation and curation, Kashi can also specifically avoid creating press releases for some of its products, promotions, and partnerships in order to create a “surprise” effect amongst its consumers upon the official release of the new product or promotion. If the surprise is orchestrated well and something highly enjoyed by consumers, it could earn Kashi social media recognition and mentions through guerrilla marketing tactics.

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Media Objectives & StrategiesFor paid media, Kashi must carefully choose vehicles that will accomplish the reach and frequency goals set by this campaign. The main focus will be on radio because of its status as a frequency medium that coincides with the needs of the Kashi frozen pizza product.

Earned Media

Radio Strategy: Radio is a great medium, and will be especially useful for Kashi, because it is cost effective and is considered a “frequency medium.” People often listen to the radio every sin-gle morning and night on their commute to and from work. The campaign we have planned is putting the emphasis on frequency so we suggest using radio a lot. Radio could also be used in conjunction with television ads and imagery transfer will occur, meaning that listeners of your radio ad can visualize the television ad they saw the previous night when triggered by similar audio. Radio is also a powerful medium because it can potentially lead directly to a purchase. It has been shown that people buy groceries or dinner on their way home from work in studies done by outlets like the Radio Advertising Bureau.

Studies from this outlet in particular have also shown that radio has a higher ROI than television, ranging from a 17% higher ROI to a 49% ROI Along with being a frequency medium, radio also reaches a large audience of those that spend money on groceries. Radio reaches 92% of households that spend $150 on groceries in an average week Kashi frozen pizza is sold in a variety of grocery stores that have connotations with provid-ing a variety of healthier packaged products in their supplies; by using a medium like radio to reach households that spend a consistent amount of money on groceries per week, Kashi frozen pizza can use the frequency of the medium to cement itself as a brand worth trying for these households.

Media  Vehicle Cost  (000) %  of  Budget GRPsNational  Radio-­‐  Morning  Drive 161$                   27 54National  Radio-­‐  Daytime 124$                   20 45National  Radio-­‐  Evening  Drive 185$                   30 70National  Digital 138$                   23 20Total 608$                   100 189

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Media Objectives & StrategiesInternet

Strategy: For paid media online, Kashi should focus its advertising efforts on general websites/advertising networks. The purchase of internet advertising is one that will continue to create reach for the campaign while targeting consumers with relatively low-cost media. Coupling internet advertising with radio advertising in particular is a strategic method that benefits Kashi in more than just budgetary purposes. The Radio Advertising Bureau found that doing internet advertising coupled with radio advertising increases the rate of aided advertising recall amongst adults ages 18-54 by 33% in comparison to just doing internet advertising It also increased the rate of unaided advertising recall amongst the same demographics 21% in comparison to just doing internet advertising. Because the Kashi frozen pizza demographic is included in the group studied, using paid online advertisements along with our radio advertisements would yield better advertising recall and project to a greater potential for sales increases.

Our primary research also found that 18.09% of survey respondents selected general news websites as their second most used online media platforms (social media websites were ranked first by 76.60% of respondents). Because social media can be earned/owned media and therefore a part of free public relations efforts, we decided to use this research combined with the research about online advertising benefits to strategize our buying through general websites and advertising networks.

General websites such as news websites can target broad demographics and typically have credibility that is associated with brands that advertise on their websites. Paid media spots on specific general websites like Buzzfeed can also be tailored to quizzes, lists, and other sponsored content pieces that coincide with the Kashi frozen pizza objectives. These lists can be made to target both our primary audience and our secondary audience by expanding on the idea of what it means to “grow a healthy family.” A family can be represented in sponsored content as a group of friends, a group of colleagues, or the traditional concept of the nuclear family. Using a mix of advertising spots and sponsored content that coincides with it will allow Kashi to make sure this campaign hits all of its audiences as well as establishing reach and frequency with the primary target audience specifically.

Media Buy: 46,000,000 impressions total with 12,006,000 of them being members of our target audience, 20 GRPs on general sites/ad networks

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SchedulingCurrently, the Kashi company is spending $197,300 a year on advertising Kashi Pizza three months out of the year: August, September and October. This is not a lot when compared to its pizza competitors: DiGiorno frozen pizza advertises its products eleven months out of the year, Red Baron Pizza advertises ten months out of the year, and Freschetta frozen pizza advertises five months out of the year. In order to remain relevant in the frozen pizza category, Kashi must increase its advertising efforts across a few more months per year to complement events and promotions in off-months.

We recommend a flighting schedule strategy with paid national media. Our budget only allows heavy-up on advertising during peak selling periods and around special events and promotions. Since our product is on sale year-round it would be ideal to constantly remind consumers with a more continuous strategy, but the budget does not allow for this solely in terms of paid media.

We are recommending that Kashi utilize owned and earned media year round to make up for shortages in national exposure. We will anticipate a surge in sales at intermittent periods when national advertising is occurring.

Our campaign will start in August and will be on a twelve month schedule. August and May will be the months with the most advertising over national media vehicles. In August we will be competing against Red Baron and in May Kashi will be competing against Freschetta.

Kashi would advertise on the months that bigger frozen pizza companies spend less money on advertising.

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SchedulingAugust September October November December January February March April May June July

Weeks 1  2  3  4  5 1  2  3  4 1  2  3  4 1  2  3  4  5 1  2  3  4 1  2  3  4  5 1  2  3  4 1  2  3  4 1  2  3  4 1  2  3  4  5 1  2  3  4 1  2  3  4 ExecutionsNational  Radio  (:30) GRPsMorning  Drive 28  GRPs 26  GRPs 54Daytime 25  GRPs 20  GRPs 45Evening  Drive 35  GRPs 35  GRPs 70

Internet GRPsGeneral  Sites/Ad  Networks 20  GRPs 20

Owned  MediaKashi  Frozen  Pizza  WebsiteSocial  NetworksTelevision  Show  Product  PlacementVideo  Game  Product  PlacementKashi  Buzzfeed  QuizLet's  Move  Campaign  PartnershipFrozen  2  CollaborationKashi  Community  GardensFlavorful  Family  Movie  Night

Earned  MediaPublic  RelationsSocial  Network  Campaigns

Reach  51 Reach  41.1Freq  2.1 Freq  2.0 GRPs

GRPs  108 GRPs  81 189

2015 2016

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Budget : $600,000Last year Kashi spent a total of $31,462,400 on advertising with only 0.6% spent on its fresh pizza line. This was a total of $197,300 spent advertising its frozen pizzas, an amount only representing 0.54% of sales. This spending was solely on internet advertising in the months of August and September. In order to successfully complete the campaign strategies and objectives the budget will need to be larger to compete with other brands in the category.

Last year major competitor DiGiorno spent $35,510,400. This number is 180 times larger than Kashi’s budget. While these numbers are not directly comparable because DiGiorno only sells frozen pizzas and makes a majority of its profits off of the product category, Kashi needs to dedicate a significant budget in order to become a more prominent brand in the category.

To put the budget in perspective we will look at category and industry averages for advertising spending. The category of frozen pizza spent a total of $96,147,500 on advertising last year, which resulted in $6,689,000,000 of sales. This puts the category average of advertising spending at 3.6%. If Kashi is aiming for $41,400,000 in sales this year that would mean that its advertising budget would be $1,490,400. This is almost 8 times larger than Kashi’s current ad budget for its frozen pizza products.

The industry average for an advertising to sales ratio for consumer products is 6.3%. For Kashi, this would mean that $2,608,200 should be spent on advertising its frozen pizza line if the sales goal is $41,400,000 (a 15% increase from last year).

Both of these estimates are too high to be reasonable estimates for Kashi’s frozen pizza line. To get a better estimate, Kashi should look to competitors. Increasing the budget slightly would allow Kashi to surpass competitors like Freschetta and Red Baron, which each have a share of voice of 0.4% in comparison to Kashi’s share of 0.2%. Freschetta spent $381,300 on advertising last year and Red Baron spent $364,600, numbers about two times as large as Kashi’s current budget.

With all this in mind, we are proposing that Kashi reserve a budget of $600,000 for the frozen pizza line. This is an increase of $402,700 in advertising spending to hopefully garner $37,800,000 more in sales. This would allow Kashi to increase advertising enough to outrank the competitors.

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Budget : Year 2 PotentialMedia strategies like the ones outlined in the Sunflower Media plan can be transferred over into the following year. While Kashi’s limited media spending has affected the campaign, the benefit is that a campaign benefiting largely from owned, earned, and frugally purchased media can be projected into future plans without worries of cost. The creation and maintenance of owned media platforms such as Kashi’s website and social media accounts can increase in time and energy through the second year to capitalize on the gain of digital voice. Owned media platforms can also be used to accommodate future campaigns for the Kashi frozen pizza line, not just the initial “Grow a healthy family” campaign. Earned media, while not as as easy to sustain consistency, will have grown in their positive perception of the Kashi frozen pizza product and its associations with the target audience’s lifestyle demographics. Positioning Kashi frozen pizza in this place of positivity will give it a jumping-off point in the media for future campaigns focused on similar lifestyle demographics and any upcoming social media campaigns, sponsorships, and incentives that may code as similarly unique to the incentives done in the first year of this campaign.

The advertising and media mix methods used within this campaign can also be projected into the next year. By establishing itself as an internet and radio advertiser, Kashi’s target audience will know to find Kashi frozen pizza advertisements on these media types and will therefore pay attention to the advertisements more readily because of increased brand recognition. By increasing brand recognition on these media types, Kashi can focus less on frequency and expand into another media type.

Furthermore, this campaign will be able to be expanded into further years because of the 15% sales increase of the Kashi frozen pizza product. An increase in sales can lead to a further increase in media spending to take more of a share of voice in the media sphere. While Kashi will see this increase in budgeting and media spending, it should still prioritize similar frequency numbers while attempting to gain more media reach. This would optimally be done over the course of three to five years until Kashi frozen pizza gains solid ground with its direct competition of Freschetta and Red Baron.

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Budget Summary

Radio  Ads GRPs Cost  (000)Morning  Drive 54 161.3Daytime 45 123.8Evening  Drive 70 185.2

Total  Cost  (000): 470.3

Internet GRPs Cost  (000)General  Sites 20 138.0

Total  Cost  (000): 138.0

Total  Cost  of  Media  (000) 608.3Total  Media  Budget  (000) 600

Medium Covg. Unit GRPs CPM Total CostNet  Radio-­‐Morning  

Drive NATL :30 28 4.95  $      83,636  

Net  Radio-­‐Daytime NATL :30 25 4.56  $      68,750  

Net  Radio-­‐Evening  Drive NATL :30 35 4.38  $      92,610  

Digital  National NATL IMPS 20 3.00  $  138,000  National Totals 108  $  382,996  

Medium Covg. Unit GRPs CPM Total CostNet  Radio-­‐Morning  

Drive NATL :30 26 4.95  $      77,662  

Net  Radio-­‐Daytime NATL :30 20 4.56  $      55,000  

Net  Radio-­‐Evening  Drive NATL :30 35 4.38  $      92,610  National Totals 81  $  225,272  

Total  GRPs 189Total  Cost 608,268$  

AugustTarget Demo: All Women ages 18-49 Natl Universe:60,355,500

MayTarget Demo: All Women ages 18-49 Natl Universe:60,355,500

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This campaign aims to capture the sales of heavy frozen pizza users for Kashi’s brand. The target audience is predominantly women between the ages of 18 and 44, the secondary audience includes adults within the same age range that live lifestyles extremely dedicated to specific hobbies. We found that these consumers turn to frozen meals because of the convenience and if they were aware of Kashi being a healthy alternative they would become brand loyal.

Creative Brief Kashi frozen pizza is a subsidiary of Kellogg’s though most recognize it as part of the Kashi brand known for its trademarked saying “Seven Whole Grains & Sesame.” Even though Kashi has been around since 2007 companies like DiGiorno, Red Baron and Freschetta are overpowering Kashi because of their large advertising budgets.

History/Background

Target Audience

Tone and Image of CampaignThe campaign will focus on Kashi frozen pizza’s new slogan, “Grow a healthy family.” This message will be effective in reaching the primary audience and it will be relatable to anyone because most people have at least some kind of community they would consider to be their family. The secondary audience, through involvement in communities of hobbyists, will have the opportunity to identify with this message because their community functions as an unconventional “family.”

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Important MessageKashi Pizza is a healthy alternative to other frozen pizzas and is perfect for busy individuals and families. Kashi frozen pizza is healthy and filling and is just the right meal to get you through a busy night of activities, whether you are 30 and have to drive the kids to soccer practice or 40 and planning on going for a motorcycle ride..

Sunflower Media is recommending a budget of $600,000 for a single year national campaign in an attempt to overcome two immediate competitors, Red Baron and Freschetta.

The media mix will primarily involve 30 second radio advertisements and internet advertisements for purchased media. Owned media will include the Kashi website and social media accounts on Twitter, Pinterest, and Facebook. Earned media will be made up of news releases and stories based on those releases, sponsorships, and internet campaigns designed to promote consumer interaction.

Deliverables/Media Mix

Budget

Creative Brief

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Meet Sunflower MediaAllie is a junior Integrated Marketing and Communications major from Warwick, NY. Allie recently took the fall semester off to move to Australia last May. While she was in Sydney she interned full-time at a digital marketing company. Now that Allie is back at Ithaca she spends a lot of her time singing a cappella with the all female group on campus, Premium Blend. When she isn’t aca-bopping she’s either beating her housemates in Mario Cart or day dreaming about being back in the Sydney sunshine. Her favorite Kashi Pizza is Thin Crust Roasted Vegetable.

Allie is a spunky sophomore Integrated Marketing Communications major with minors in Art and the Honors Program. Allie is an avid artist and works for The Ithacan as the editorial cartoonist. Additionally, she is starting to publish her first webcomic “Birdie” online. Allie is a new Resident Assistant in Lyon Hall, and enjoys helping people . She aspires to work in Public Relations or curating for an art museum or to be a Disney Imagineer after graduation. Allie enjoys apple juice boxes, old records from the 70s and painting abstract cubist figures on large canvases. Her favorite Kashi Pizza is Mediterranean.

Creative Director Copywriting Executive

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Meet Sunflower MediaElla is a sophomore majoring in Integrated Marketing Communications and she is part of the honors program at Ithaca College. She works on the promotions team for the Director’s Chair, a show on Ithaca College Television, and knits hats for children with Project Sunshine. In her spare time, she likes to read and spend time outside. Her favorite Kashi Pizza is Thin Crust Margherita.

John is a sophomore Integrated Marketing Communications major with minors in Women’s and Gender Studies and Writing. He works as the marketing director for Buzzsaw Magazine, VP of Programming for Creative Equal, and as a student employee at the LGBT Center. He also works as a co-editor at Spencer Hill Press and a freelance contributor at Heroes and Heartbreakers. He enjoys queer activism and saying embarrassing things out loud. His favorite Kashi Pizza is Mushroom Trio & Spinach.

Account ExecutiveMedia Planning Director

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ReferencesBRAND ANALYSIS

http://www.goodhousekeeping.com/product-reviews/food-products/frozen-pizza-reviews/best-fro-zen-pizza http://www.theimpulsivebuy.com/wordpress/2009/10/22/review-kashi-mayan-harvest-bake/ http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&d-b=buh&AN=101010944&site=ehost-live&scope=site http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&d-b=buh&AN=100323682&site=ehost-live&scope=site http://www.foodnavigator-usa.com/Suppliers2/Busy-lifestyles-boost-snacking-trends-says-GIA http://www.economist.com/news/christmas-specials/21636612-time-poverty-problem-part-ly-perception-and-partly-distribution-why http://www.ats-sea.agr.gc.ca/inter/5527-eng.htm http://www.nielsen.com/us/en/insights/news/2013/pizza-its-whats-for-dinner.html http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&d-b=buh&AN=100323682&site=ehost-live&scope=site

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BRAND ANALYSIS (cont.)

http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=97466455&site=ehost-live&scope=site http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=72499705&site=ehost-live&scope=site http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=86198751&site=ehost-live&scope=site http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=86198751&site=ehost-live&scope=site http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=90060453&site=ehost-live&scope=site http://www.pmq.com/December-2014/Pizza-PowerThe-2015-Pizza-Power-Report/

References

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COMPETITIVE ANALYSIS

http://bi.galegroup.com.ezproxy.ithaca.edu:2048/essentials/article/GALE%7CI2502048948/32f-f07eafbf6a72bdbf132a2e35e0941?u=nysl_sc_ithaca

https://www.redbaron.com/

https://www.freschetta.com/

http://www.digiorno.com

TARGET AUDIENCE

MRIDemos.xls

Lifestyle- MRILifestyleProdUsage.xls

Psychographics- MRILifestyleProdUsage.xls

Vertical percentage MRILifestyleProdUsage.xls

MRIMedia.xls

References

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ReferencesMEDIA OBJECTIVES AND STRATEGIES

http://www.denofgeek.us/games/2015-video-game-release-dates/241462/2015-video-game-release-date-calendar-xbox-one-ps4-wii-u http://www.letsmove.gov/eat-healthy http://www.newyorker.com/science/maria-konnikova/how-frozen-took-over-the-world http://www.today.com/popculture/frozen-2-officially-announced-disney-t8496 http://www.goodhousekeeping.com/food-products/frozen-pizza-reviews/a18061/best-fro-zen-pizza/ http://www.rab.com/whyradio/ad_Lab5.cfm http://www.rab.com/public/marketingGuide/DataSheet.cfm?id=31 http://www.rab.com/public/ral/studyDocs/radioInternetSummary.pdf https://saibooks.com/index.php?option=com_content&view=article&id=60&Itemid=61

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ReferencesGEOGRAPHY

MRIDemos.xls

http://mediaflightplan.com

CREATIVE BRIEF

http://ezproxy.ithaca.edu:2048/login?url=http://search.ebscohost.com/login.aspx?di-rect=true&db=buh&AN=100323682&site=ehost-live&scope=sitehttps://www.kashi.com/our-foods/pizza