Sun Maid Presentation Deck

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					EXECUTIVE SUMMARY

•Target: Female homemakers 25+ who cook and/or have children; Female
audience divided up based on product category

•Budget: $7.3 million appropriated; $7,263,639 used

• National media campaign with additional dollars in certain areas based on
product category.

•Primary Medium: National and Spot Radio

•Secondary Media: Magazines, FSIs, Spot Network TV and Internet

• 4 promotional periods: (1) back-to-school; (2) Halloween; (3) Holiday Cooking;
(4) Healthy Eating
                                                                   Project 4
                                                                   Team #2
                                                             April 15, 2004
                           Sun Maid® Media Plan
   Media Objectives
    Target Audiences: Female                                          Age       Household Size      Income $(000)
     Homemakers                                                        (index)   (index)             (index)

              Raisins: 45+ w/ household size 1-2        RAISINS       45-54     1 person            75+
                                                                       (122)     (108)               (113)
               people; income $75,000 +                                55-64
              Dried Fruit: 45+ w/ household size 1-2                  (111)     2 persons
               people; income $20,000-30,000                           65+       (114)
                                                                       (153)
              Snacks: 25-44 married w/ children;        DRIED FRUIT   45-54     1 person            10-19
               income $40,000+                                         (110)     (114)               (107)

    Rationale: see chart                                              55-64
                                                                       (116)     2 persons
                                                                                                     20-30

                                                                                                     (103)
                                                                       65+       (110)
                                                                       (143)
    Geography:                                          SNACKS        25-34     3+ persons          40-49.999
              Raisins: achieve a 4% market share                      (152)     (142)               (119)
                                                                       35-44                         50-59.999
               increase nationally                                     (169)                         (110)
              Yogurt Raisins: increase market share                                                 60-74.999
                                                                                                     (131)
               by 10% nationally
                                                                                                     75+
              Dried Fruit: maintain market leadership                                               (145)
               nationally
                                                                                   Source: MRI data, Spring 2000
                    (Source: Marketing Objectives)




Project 4: Group 2                                                                                  Page 2 of 5
                                                                                                               Media Vehicle            Index     Percent    CPM/CPP

Media Strategy
MEDIA SELECTION
                                                                                                 Raisins       Magazine – Midwest
                                                                                                               Living
                                                                                                                                        199
                                                                                                                                                  Across

                                                                                                                                                  37.1       $92.38


Magazine                                                                                                       Magazine – Sat           162       30.3       $34.58
          Dried Fruit: Quintile I – 114 (index), 22.2 (% down);                                               Evening Post
           Quintile II – 113 (index), 22.1 (% down)                                                            Magazine – Traditional   149       27.9       $49.35
          Fruit Snacks: Quintile I – 114 (index), 22.6 (% down);                                              Home
           Quintile III – 109 (index), 21.7 (% down);                                                          Magazine – Yankee        167       31.1       $59.08
      Long life: anywhere from 1 week to a couple years; Sun Maid products are sold all
       year, with seasonality varying by the type of Sun Maid product. Magazines allow
                                                                                                               Radio – 6a-10a           99        18.5       $5,904(spot)
       Sun Maid to continue building reach and brand awareness all year, fitting its sales
       pattern.                                                                                                                                              $4,000 (nat’)
      Pass-along readership: allows Sun Maid to reach more people and continue
       building reach throughout the year.                                                                     Radio - 10a-3p           104       19.3       $5,567(spot)
      Selectivity: Sun Maid products have selective audiences and magazines have the                                                                        $4,100 (nat’l)
       ability to target specific audiences well.
                                                                                                               TV – 7a-9a               105       19.6       $7,998
      Fine color reproduction: excellent color fidelity for food products like raisins, dried
       fruit and Sun Maid’s snack line.                                                                        TV – 11p-11:30p          103       19.3       $13,837
      Cents-off coupons: coupons in select magazines to attract a national audience
       (Better Homes and Gardens, Good Housekeeping, Parenting, The Saturday                     Dried Fruit   Magazine - Better        114       10.2       $44.66
       Evening Post and Traditional Home)                                                                      Homes

Radio                                                                                                          Magazine – Southern      121       10.8       $47.53
     Low Cost: Radio costs less than many other media, making it an ideal medium for                          Living
      Sun Maid’s limited budget
     High Frequency: Radio’s low cost makes it possible to buy multiple radio spots and                       Magazine – Woman’s       120       10.7       $52.82
      build frequency through repetition of radio ads.                                                         Day
     Supporting Medium: Radio is a good supporting medium for Sun Maid’s print
      media.                                                                                                   Magazine – Good          106       32.9       $53.62
     Mobile Medium: Radio is the last medium that Sun Maid’s target audiences are                             Housekeeping
      exposed to before they enter retail stores.
                                                                                                               Radio - 10a-3p           100       8.9        $5,567(spot)
                                                                                                                                                             $4,100 (nat’l)
FSI
      Cents-off coupons: encourages trial purchases                                             Snacks        Magazine - Cooking       143       10.4       $47.31
      Target consumers: caters to low-income dried fruit market                                               Light
      Avid Sunday Newspaper Readership: the markets for raisins, dried fruit and
       snacks have over a 60% down readership                                                                  Magazine – Martha        120       8.8        $45.52
Internet                                                                                                       Stewart
      Online promotions: Online recipe booklet offers
                                                                                                               Magazine – Parenting     169       12.3       $59.85
      High reach, low cost
                                                                                                               Magazine – Redbook       127       9.2        $48.36
Spot Network Television
     Targets consumers: specific dayparts (AM and PM) target raisin demographic that
      is interested in the local, daily news                                                                   Magazine - Shape         188       13.7       $58.03

                                                                                                               Radio - 3p-7p            119       8.7        $5,230(spot)
                                                                                                                                                             $3,500 (nat’l)
Project 4: Group 2                                  Page 3 of 5
                                                                                                               Online services          111-144   8.1-10.5   $25
      Sales Promotions
  On-pack coupons                   Month                    Type of Promotion
   to promote repeat     Snack        Aug    “Back-to-School”: use cents-off coupons (FSIs), in-store
                                             displays, Internet, point-of-sales and on-pack coupons to
   purchasing                                promote yogurt raisins as healthy school snacks for kids.
  In-store displays                  Sept   * Rationale: to promote repeat purchases and increase
                                             market share nationally for yogurt raisins by 10%.
  Point-of-sale        Raisins       Oct    “Halloween”: use FSI coupons, bonus packs and in-store
   displays                                  displays to encourage parents to purchase raisin packs as
                                             a healthy alternative to Halloween candy.
  Cents-off coupons                         * Rationale: to increase market share for raisins by 4%
  Bonus packs                               nationally and maintain position market leader.
                       Dried Fruit    Nov    “Holiday cooking”: cents-off coupons, recipes on magazine
  Recipes/ Recipe                           ads, co-branding with holiday cooking items (i.e. cake
   books                                     mixes) to promote use of dried fruit in holiday cooking.
                                      Dec    •Rationale: increase market share by 3%.
  Co-branding
                        Raisins       Jan    “Healthy Eating”: use bonus packs and coupons (FSIs) to
  Web site                                  promote healthy eating for New Year’s resolutions.
                                             *Rationale: to increase national market share by 4% and
                                      Feb    maintain market leader position.


                                     March


Project 4: Group 2                                                                          Page 4 of 5
                                                                                        August 2004 - July 2005
                                August    September    October     November  December     January      February    March      April        May          June         July
                   Date (M) 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18
                     Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52GRPs       Cost
          FSI
            New England 3                                                                                                                                                      3     $21,476
         Metro New York 5                                                                                                                                                      5     $35,966
           Middle Atlantic 6                                                                                                                                                   6     $45,248
             East Central 8                                                                                                                                                    8     $54,131
            West Central 7                                                                                                                                                     7     $48,034
           Metro Chicago 3                                                                                                                                                     3     $17,983
               Southeast 10                                                                                                                                                   10     $71,001
               Southwest 6                                                                                                                                                     6     $41,440
                   Pacific 7                                                                                                                                                   7     $45,556
       Southern California 4                                                                                                                                                   4     $28,728

      Magazines
        Southern Living                                                        11                                                                                             11    $124,000
      Better Homes and
                Gardens                                                        30                                                                                             30    $339,700
           Womans Day                                                                       20                                                                                20    $214,750
    Good Housekeeping                                                                       22                                                                                22    $225,025
               Parenting          13            13                                                                                                                            26    $244,200
          Cooking Light            8                                                                                                                                           8     $76,400
                   Shape                        7                                                                                                                              7     $95,215
   Martha Stewart Living                        11                                                                                                                            11    $107,640
                Redbook                         11                                                                                                                            11    $115,700
         Midwest Living                                                                                      4                                                                 4     $79,350
   The Saturday Evening
                     Post                                                                                                            3                                         3     $12,365
       Traditional Home                                           4                                                                                                            4     $46,331
                 Yankee                                                                                                  3                                                     3     $29,665

    National Radio
                Daytime                                          50            85                           50           50                                                  235    $963,500
               PM Drive           50                                                                                                                                          50    $175,000

        Internet                                15                                                                                                                            15    $144,825

       National
 GRPs/reach/frequency          129/70/1.8   57/41/1.4          54/54/1     126/63/2     42/23/1.1        54/30/1.8    53/30/1.8    3/3/1.0

          FSI
            New England                                   3                                                                                                                    3     $21,476
         Metro New York
           Middle Atlantic                  6                              6            6                                                                                     18    $135,744
             East Central                   8                                                                                                                                  8     $54,131
            West Central                    7             7                7            7            7                                                                        35    $240,170
           Metro Chicago
               Southeast                                 10                                                                                                                   10     $71,001
               Southwest
                   Pacific                  7                              7            7                                                                                     20    $136,668
       Southern California

      Spot Radio
              AM Drive                                           40                                         40           20          35                                      135     $797,040
                Daytime                                          40                         80              40           20          35                                      215   $1,196,905
               PM Drive                         50                                                                                                                            50     $261,500

Spot Network Television
                Daytime                                          75                                                                                                           75    $599,850
                 Fringe                                          25                                                                                                           25    $345,925

         Spot
 GRPs/reach/frequency                       78/35/2.2         175/52/3.4   20/18/1.1    100/38/2.6       87/32/2.7    40/17/2.4   70/20/3.6

       Sun Maid
 GRP's/reach/frequency         129/70/1.8   135/62/2.2        229/78/2.9   146/70/2.1   142/52/2.7       141/52/2.7   93/42/2.2   73/22/3.3

   Budget/month (%)              10.8           14.3             24.7          13.1         14.1           10.9          6.4         5.7                                               100%

Grand Total Cost               $783,063     $1,039,949        $1,796,457   $951,038     $1,023,973       $791,224     $464,085    $413,850                                         $7,263,639

				
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