Amanda Tannenbaum Camille Mulkey Scott Bauer Terry McMillan Klondike: Whats the problem? Lack of brand preference Consumers are aware of the Klondike Bars features/benefits but seem to prefer Skinny Cow or Nestle Drum Sticks instead. Negative feedback on numerous channels of social media Past years small media budgets and media mix have not proven effective Product Analysis
Previous campaign: humorous, risque and suggestive. Geared towards young men The Best Ice Cream Bar Ever Conceived Campaign Consumer Analysis Based on MRI+ analysis o Women are main purchasers o Primary grocery shoppers o Buying for household These men are more attracted to male fantasies,
humorous jokes, and sports. Competitive Analysis Top Frozen Novelty Brands 2013 Nestle Drumstick o 4.89% Market share o $1.8 million budget o magazines, outdoor, Internet, cable TV, spot TV, and national spot radio Skinny Cow o 4.72% Market share o $1.5 million budget o magazines Media Expenditures & Media Mix
Klondike largest budget 99% on TV 1% outdoor Nestle 40% magazines, 10% outdoor, 45% radio Skinny Cow magazines only smallest budget Share of Voice 2013:
Klondike had the highest SOV for media expenditures. Klondike was number one for TV because they were the only one to use Network TV and Cable TV. Skinny Cow had the highest SOV for magazine usage with 68% of its budget going towards it.
2012: Klondike had the highest SOV. Nestle and Skinny Cow had the same SOV. Neste: magazines and Internet Skinny Cow: magazines SWOT Analysis Primary Research To learn more about Klondikes, and its competitors, strengths and weaknesses from the consumers point of view, an online survey was distributed. Trade research was also established by talking to grocery store managers about Klondike, and the ice cream industry overall. Key Information Found from Survey
Consumers Favorite Ice Cream in order of preference: Ben & Jerrys, Haagen Dazs, Nestle, Skinny Cow, Klondike What criteria do you consider when purchasing Klondike? taste (74%), price (55%), variety (26%), familiarity (20%) Key Information Found from Trade Research Communication between employees and shoppers normally deals with a shoppers desire to find a specific good. Employees are not acting like salespeople. New Target Audience Women 25-54 o Married o Employed: Professional o Children o Lives in the South
o High Income Marketing Objective Increase market share to 5% Klondike currently owns 4.12% market share in the frozen specialty ice cream industry Skinny Cow, Nestle Drumstick, and Wells Dairy Weight Watchers are the top three brands. Nestle Drumstick owns 4.89% market share and holds the number one spot. Advertising Objective Reposition the brand in the mind of the consumer and achieve awareness from 85% of our new tarket market
focus on reach no more risque feel geared towards men aimed towards women who are the ones purchasing the product differentiate ourselves from the competition IMC Objective sales promotion o coupons o like for an offer public relations o social media o word-of-mouth special packaging o Colored aluminum
o Floral componets Advertising Strategy Target Audience Women ages 25-54, married, and employed Where would you like to be in the mind of the consumer? Klondike would like to be the preferred brand of ice cream for productive, task oriented women who are ages 25- 54 . Consumer promise/benefit? Allow wives and mothers to escape their hectic daily lives and enjoy a moment of relaxation Supporting evidence? The MRI+ data and PRIZMs data show the characteristics and psychographics of the type of women who purchase Klondike bars. Tone of voice for the advertising?
Big Idea Slogan: Feel like a Queen with Klondike Appeal to the new target audience by grabbing their attention using an endearing term Depict the Klondike bars as a treat that can be enjoyed after a hard day Enjoying a Klondike bar at the end of the day will allow each aqueen to have five minutes of freedom Budget Total Campaign Budget $17 million Advertising Budget $14 million o media budget $12 million (MFP media budget is 12,170,000 due to the addition of our contingency budget) o production budget $2 million
PR $550,000 (3%) Special Packaging $980,000 (6%) Sales Promotion $1,300,000 (8%) Contingency $170,000 (10%) National $90,000 Spot $80,000 Media Budget April - August (National and Spot Campaign) o Media Mix: Total Cost Net TV-Prime: 4252.7 Net Cable-Prime: 3062.3 Net Radio-Morning Drive: 653.3 Net Radio-Daytime: 293.7
Net Radio-Evening Drive: 661.5 Magazines-Womens: 1606.2 Magazines-General Interest: 356.1 SPOT CAMPAIGN ONLY RUNNING IN APRIL & MAY Spot Spot Spot Spot TV-Daytime: 143.3 TV-Prime: 682.5 Radio-Morning Drive: 114.1 Radio-Evening Drive: 121.5
Total Cost for National ONLY Campaign: 10885.7 Total Cost for Spot ONLY Campaign: 1061.3 Total Cost for National & Spot Campaign: 11947 Media Objective Seasonality Geographic Coverage Beginning of spring into the summer
National Campaign months. Spots in the Southern region of the United States. The regions that will need additional media coverage will be
the West South Central Region of the United States. Advertise the heaviest in April and May and The Southern region also has the highest population of the four regions that are specified. Temperature begins to get warmer.
Advertising will start in the beginning of April. The campaign will be for five months, ending in August. continue into May and June. The spot campaign in April will be when we
Media Strategies Paid Owned Earned o TV o radio o magazines o Facebook o Twitter o Klondikebar.com o Conversations through social media o WOM through social media marketing and promotional
efforts Media Vehicles : Magazines Target: Female age 25-54 Title GRPs Womens Magazines Cosmopolitan Elle Glamour General Interest Magazines Us Weekly Life and Style Weekly
People Plan Total Total Cost ($)(000) 340 $1,606.2 40 $356.1 Total GRP 380 Total Cost $1,962.3
Media Vehicles: TV Daypart/Vehicle Network TV Early Morning o Fox News Channel o NBC News Today Show o ABC News Good Morning Am. Nighttime o
CBS Local o NBC Local o TBS Big Bang Theory Network Cable TV Daytime o Food Network 30 Min. Meals o ABC Family Channel Reba o TLC Say Yes to the Dress Spot TV
Early Morning o ABC The View o USA Law & Order SVU o Food Network Cupcake Wars Nighttime o Bravo Million Dollar Listing o Lifetime Little Women L.A. o
ABC Greys Anatomy Plan total Total Cost ($) (000) $4252.7 $3062.3 $825.8 $8,140.8 Media Vehicles: Radio Daypart/Vehicle Morning Drive
Adult Contemporary Morning News and Weather Weekday 10pm-3pm Adult Contemporary Weekday 3pm-7pm Adult Contemporary Evening News and traffic reports Weekend 3pm-7pm Adult Contemporary News/Information ________________________________________________ Plan Total Total Cost (000) $767.4
$293.7 $661.5 $121.5 Total Cost: $1,844.1 Print Ads 15 Second TV Spot: Office Life Scene 1 SCENE OPENS WITH A WIDE SHOT
OF 35 YEAR OLD WOMAN WORKING AT HER DESK IN CORPORATE AMERICA. WORKLOAD IS OVERWHELMING AND SHE IS BEGINNING TO GET FRUSTRATED SFX :HEAVY SIGHS FROM WOMAN PAPERS SHUFFLING Scene 2 FADE IN: WOMAN LEAVES HER DESK AND SNEAKS INTO NEARBY EMPLOYEE KITCHEN AREA SFX: OTHER EMPLOYEES TALKING AMONGST
THEMSELVES, PHONES RINGING, PAPERS SHUFFLING HIGHHEELS SOFTLY CLICKING THE FLOOR Scene 3 WOMAN OPENS FRIDGE AND SPOTS A BOX OF KLONDIKE BARS. WOMAN OPEN THE BOX AND SEES THAT THERE IS ONLY ONE KLONDIKE BAR LEFT. SHE TAKES THE KLONDIKE BAR AND OPENS THE WRAPPER. SFX : FRIDGE CREAKING OPEN
EMPLOYEES TALKING OUTSIDE THE THE DOORWAY OF THE KITCHEN AREA Scene 4 ZOOM IN TO SHOT OF WOMAN TAKING A BITE OF THE KLONDIKE BAR AND ENTERING A STATE OF EUPHORIA. OFFICE NOISE SEIS AND PEACEFUL AUDIO BEGINS AUDIO:PEACEFUL, ANGELIC JAZZ MUSIC BEGINS TO PLAY
15 Second TV Spot: Office Life Scene 5 BLURS FOCUS TO KITCHEN KLONDIKES LOGO, SLOGAN AND PRODUCT APPEARS ON THE SCREEN AUDIO:FEMALE VOICE OVER: KLONDIKE ICE CREAM BARS CAN MAKE ANY WOMAN FEEL LIKE ROYALTY. WITH OUR NEW DELICIOUS FLAVORS, AN ESCAPE TO PARADISE IS AS EASY AS OPENING YOUR FREEZER. TAKE A BITE AND FEEL LIKE A QUEEN WITH KLONDIKE. 30 Second TV Spot: War Zone
SCENE 1 FOCUS ON THREE YOUNG BOYS RUNNING AROUND A HOUSE MAKING A COMMOTION. ONE BOY IS SKATEBOARDING IN THE LIVING ROOM. THE TWO OTHER BOYS ARE FIGHTING WITH EACH OTHER OVER THE REMOTE TO THE TELEVISION. SFX: LOUD, TELEVISION IS MAKING LOUD NOISES, CHILDSKATEBOARDING SKATES INTO A WALL MAKING A LOUD BANGING NOISE) SCENE 2 CAMERA SPINS 180 DEGREES
AND SHOWS THE FATHER WALKING IN THE FRONT DOOR, NOTICING THE COMMOTION IMMEDIATELY. HE WALKS UP TO THE TWO CHILDREN ON THE COUCH FIGHTING. AUDIO FATHER: TIMMY! WHERE IS YOUR MOTHER! TIMMY: LAST TIME I SAW MOM WAS IN THE KITCHEN SCENE 3 CAMERA FOCUSES IN ON THE FATHER. THE FATHER IMMEDIATELY
WALKS INTO THE KITCHEN TO LOOK FOR HIS WIFE. HE LOOKS UPSET, AND CONFUSED. CAMERA SPINS 90 DEGREES TO FIND THE MOTHER SITTING AT THE KITCHEN TABLE ENJOYING A KLONDIKE BAR. THE MOM LOOKS TO BE IN SOME SORT OF TRANCE WHILE ENJOYING THE ICE CREAM BAR. AUDIO FATHER: JULIE. JULIE. THE KIDS ARE OUT OF CONTROL, WHERE ARE YOU? (NO RESPONSE) FATHER: JULIE, ARE YOU OKAY?
picture the women eating a Klondike bar, not drinking OJ SCENE 4 THE CAMERA ZOOMS INTO THE MOTHERS MIND, SHOWING THE VIEWER WHAT THE MOTHER IS THINKING ABOUT. THE MOM IS DAYDREAMING ABOUT BEING THE QUEEN OF AN EMPIRE. SHE IS ENJOYING A KLONDIKE ICE CREAM BAR WHILE SITTING IN A BEAUTIFUL FLOWER FIELD, ENJOYING A PERFECT DAY. WHILE THE VIEWER SEES WHAT THE MOTHER IS THINKING, THE VIEWER STARTS TO HEAR THE
FATHERS VOICE. THE MOTHER WAKES UP FROM HER DAYDREAM, AND SEES HER HUSBAND. AUDIO FATHER: JULIE, JULIE, ARE YOU OKAY? MOTHER: HEY DAVE. SORRY I WAS DAYDREAMING. HOW WAS YOUR DAY? FATHER: MY DAY WAS FINE, BUT THERE IS A WAR ZONE IN THE LIVING ROOM SCENE 5 BLURS OUR FOCUS OF THE KITCHEN, AND KLONDIKES LOGO, SLOGAN, AND
PRODUCT APPEARS ON THE SCREEN. AUDIO FEMALE VOICE OVER: KLONDIKE ICE CREAM CAN MAKE ANY MOM FEEL LIKE A QUEEN. WITH OUR NEW DELICIOUS FLAVORS, AN ESCAPE FROM YOUR HECTIC PARENTHOOD IS AS ith Klondike Feel like a Queen w
Feel Like a Queen with Klondike :30-second As-Recorded Radio Spot Not a Care in the World with Klondike :30-second As-Recorded Radio Spot PR Execution Social Media: Facebook PR Execution Social Media:Twitter Sales Promotion Execution
coupons like or follow to receive an offer on social media Special Packaging Execution Evaluation During Campaign Track social media channels to evaluate consumers thoughts on our campaign Use MediaMind to track if our selected vehicles are portraying our intended message to our intended audience
Post Campaign 3 months after the campaign, we plan on tracking who bought our product o Was it our target audience? 6 months after the campaign, we plan on conducting another survey to test if attitudes toward our product has changed, and if brand awareness has Conclusion Problem? Solved. New Target Audience New Big Idea New Package Concentrate on months our competitors do not strongly advertise
Use Advertising vehicles that will reach our target audience Evaluate during and after our campaign to adapt if any issues arise
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