TIM TAM MEDIA PLAN Media Planning 3120 Kelsey Runyan, Hannah Heller, Rance Nix, Hannah Sullivan, Lily Stockton SITUATION ANALYSIS  Product Description:  Cookies are chocolate and combine many different textures.  Market Description:  New competitor in category of baking and snacking.  Product Positioning  An open opportunity in USA. SITUATION ANALYSIS: CONTINUED  Category Competitors:  Keebler, Oreo Fudge Crème, Oreo, Fudge Shoppe, Who Nu, and Fig Newtons.  Advertising Period:  August 2014 through July 2015.  Seasonality:  September, December, February.  Budget:  $20 million total  $4 million for End Cap store promotions  $7 million for magazines  $6 million for network and cable television  $1.5 million for internet  $1.5 million contingency MEDIA PLAN: OBJECTIVES  Long-Term  Increase performance in Campbell’s Global Baking and Snacking division and to establish Tim Tam as a household name across the country.  Marketing Objectives  Increase in total sales by at least 12% over last year’s combined Pepperidge Farm Cookie sales of $187.4 million.  $18 million in Tim Tam sales next year.  9% growth for Pepperidge Farm from the hide of competitor’s name brands and private house brands.  Increase sales by 30% during the highest consumption months: September, December, and February. MEDIA PLAN: OBJECTIVES CONTINUED  Advertising objectives  Achieve 25% unaided brand recall for Tim Tam among target prospects.  Differentiate Tim Tam cookies from its competitors.  Integrate the concept of the Tim Tam Slam with the audience.  Switching a household’s cookie of choice to Tim Tam.  Media objectives  Our overall advertising strategy was to flight since the case information specifically mentioned that a flighting approach during the three key months would be the most effective way to increase sales.  In addition, during the key months of September, December, and February we focused on reach because high reach creates brand awareness. SWOT ANALYSIS  Strengths  Women  Educated consumers  Likability in international markets  Customer loyalty  Company growth  Financial strength SWOT ANALYSIS: CONTINUED  Weaknesses  Men  +45 age market  Unemployed consumers  Married, widowed, divorced consumers  Rising marketing expenditures in the US SWOT ANALYSIS: CONTINUED  Opportunity  Data and research capabilities  Demographic and psychographic targeting  Utilization of brand recognition  Marketing objectives  In store promotions, coupons, social media, etc.  International expansion SWOT ANALYSIS: CONTINUED  Threats  Low adoption rates for new products  Political/economical effects  Tax increases, market demand, etc.  Consumer shift toward more affordable alternatives  Growing concerns regarding snack foods and obesity  Competitive pricing from other brands SHARE OF VOICE: TOTAL MEDIUM EXPENDITURES 11.5% Milano Melts 18.8% Fig Newton’s 7.9 % Who Nu 11.7% Fudge Shoppe 11.5% Keeble r 12.7% Oreo Fudge Crèmes 25.9% Oreo COST EFFICIENCY  Our media strategies proved cost efficient because given the research in the target market, magazines prove successful in reaching consumers and generating sales.  Second to magazines we designated a chunk of our budget to television. This strategy is new to Pepperidge Farm but we feel confident that television is a solid way for us to obtain heavy reach within the target market.  Lastly, internet spending was one of our chief concerns. Although our allotment in this category was only $1.5 million, our target market is constantly utilizing social media which has the potential to strengthen brand awareness at little cost or effort to us. MARKETING CREATIVITY  For magazines we will focus most heavily on those geared toward women such as Cosmopolitan,Vogue, People Style Watch, and Family Fun.  We will also incorporate a few advertisements in men's and general interest magazines such as National Enquirer, TV Guide, X-Box magazine, and Maxim.  Based on the MRI data for network television we decided to place our commercials during programs such as The Office, American Idol, and The Bachelor in hopes of obtaining maximum reach.  For cable television, channels such as E!, Food Network, MTV, and Adult swim will feature Tim Tam advertisements.  In addition, we broadened the marketing spectrum by incorporating consumer generated publicity which was earned through Twitter hashtags, Instagram posts, and Vine recordings. In our profiles we encouraged the audience to share how they slam. INSTAGRAM: HOW DO YOU SLAM?