KELLY TRUITT, LAUREN KLOPFENSTEIN, MARK PLEMMONS, ALEX HOLZWORTH, &

JAKE KENNON

Tim Tam Media Plan

Introduction

Pepperidge Farm was established by Margaret Rudkin in 1937

Pepperidge Farm partnered with Campbell to promote “Australia's Favorite Cookie” known as Tim Tams, in the United States.

Morrison hopes that integrating this new cookie into the product line will help increase Pepperidge Farm sales.

Introduction

Our Plan: To use end caps, internet (social media/SEO),

magazines and modest radio and television advertising to promote Tim Tam cookies.

Challenges: steal customers from other loyal brands specific months of performing well

Situation Analysis

SWOT Strengths:

1. Widely popular in Australia and New Zealand 2. Brand is spreading through word-of-mouth and Internet• 3. Top performer in the Pepperidge Farm cookie family

Weaknesses: 1. Pepperidge Farm is typically more expenses 2. Not advertised well in the U.S.

Opportunities: 1. Popular in the younger demographic 2. Can be cross promoted and sales increase in September,

December, and February Threats:

1. Pepperidge Farm is being outperformed in cookie sales by Nabisco.

2. Increase in prices due to inflationary pressure .

Situation Analysis

Share-of-voice: Cookie category sales exceeded 5.2 billion dollars last

year. $109,286,200 spent on cookie advertising in 2011

~19% increase over 2010 numbers Mondelez International Inc. spent $65,875,500 (60%

of total ad expenditures) Kellogg Co. spent $19,748,200 (18% of total) Campbell’s Soup Co (PF) spent $15,200,000 (14% of

total) Together, the three companies account for 92% of all

cookie category ad expenditures.

Share of Voice

Situation Analysis

Competition: Mondelez International Kellogg Company McKee Foods Corp Lofthouse Foods Snyder's-Lance

Seasonality: Spikes in sales occur in September, December, and

February This is due to higher demand during the back-to-school

season, Christmas, and Valentine's Day. Sales increase by roughly 20% during these times.

Target Market

Our target audience consists of adults, ages 18-24

Justification: 18-24 year olds= 7.5% of Pepperidge Farm cookie sales,

less than any other age group Potential for improvement in awareness in this age group Wildly popular among teenagers and young adults in

Australia & New Zealand. Goal is to introduce younger demographics to the

Pepperidge Farm family of cookies

Target Market Cont.

Psychographic Profiles: Typical Young Adult 

Aperture: Sales spike in the months of September, December,

and February Coinciding the back-to-school season, the winter

holidays, and Valentine's Day Advertising should include: displays to catch the eye

of consumers during these times

Objectives

Marketing Objectives: 1. Increase total sales by at least 12% 2. At least 9% of Pepperidge Farm growth must

come out of the hide of competitor’s name brands and private house brands

3. Need to meet the forecast of 18 million in sales for Tim Tam cookies

Advertising Objectives: Attract our specific target audience of 18-24 year olds Launch the Tim Tam cookie nationwide and build

brand awareness

Media Objectives

• Pulsing: combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during our peak selling points (September, November, December, January, and February).

Creative Brief

Key Fact: Cookie lovers across the United States love chocolate Pepperidge Farm cookies, but are unaware of the existence of TimTam cookies because of its age and lack of distribution.

Problem: Customers are having issues finding delicious, designer

cookies of that are handcrafted and of high quality.

Creative Brief Cont.

Communication Objectives: To increase awareness and sales of Pepperidge Farm

TimTam cookies among adults ages 18-25 15% by May 2014.

Tone/Manner: Our advertising should reflect that we pay attention

to every detail and every Tim Tam we package. We want our ads to have a fun, young, trendy yet

upscale feel. They should be colorful, stylish and stand out from

competitors.

Key Advertising Strategies

Online and Social Media

• The internet serves as an extremely viable medium for Tim Tams in that our target audience spends much of their time surfing the web.

• Websites such as Hulu (215 index), IMDb.com (213 index) MTV.com (417 index), Yahoo Answers (259 index) and NBA.com (270 index) are good ad channel prospects.

• Also, almost all 18-25 year olds all have Facebook so that’s also an incredible opportunity for us

Key Advertising Strategies

Magazines Advertising via magazines is a valuable opportunity

for TimTams because the index for heavy users in our target market (18-25 adults) is 122

Cosmopolitan (244 index) ESPN The Magazine (index 231), Game Informer (336 index), Official XBox Magazine (357 index) Seventeen (386 index) and Future Games Group (306 index).

Budget Analysis

Evaluation

Cost efficiency: focus primarily on Internet and print ads

Magazines are so cost efficient because they have a long shelf life, they reach a high volume of people, and they tend to last longer than other forms of media.

Internet can be a considerably cheap medium since the majority of social media accounts are free, so this allows the money saved to be used in other areas.

Our target demographic of 18-24 year olds are constantly plugged into the internet and are also more likely to read a magazine over a newspaper

Conclusion

Tim Tams come in all different shape, sizes, flavors and forms

While all of these flavors are not yet available through Pepperidge Farm, we know with the right following it’s possible to grow the Pepperidge Farm Tim Tam brand in the United States and make it as popular as it is in Australia. All that’s needed is the right Advertising and Media Planning strategy and we’ve got that!