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IDAHO STATE UNIVERSITY

Kashi Brand Frozen Pizza

Media Plan

Chanelle C. Minor

A media plan for Kashi frozen pizza for the next year. Including situation analysis, target consumer,

objectives, media mix, etc.

Kashi Frozen Pizza Media Plan: Situation Analysis

Situation Analysis

Kashi is part of the $10.9 billion food company Kellogg’s. It has positioned its foods as

all natural products. This is very important in the current market. Kashi is currently known for

natural cereal, snacks and crackers. It has trademarked the concept “Kashi Seven Whole Grains

& Sesame®” for many products, including its frozen pizza crust. Not many people think about

Kashi when they think frozen pizza. This frozen pizza is different from others because it is

actually natural. Kashi works to make natural food taste great. Kashi uses fire roasted vegetables,

their signature Seven Whole Grains & Sesame® with flax seed for the crust, as well as flavorful

sauces and tasty chicken and cheese. DiGiorno, the top selling frozen pizza brand, is about $6.95.

Kashi frozen pizza is in most of conventional grocery stores, so it is accessible to shoppers.

Other frozen pizza companies are more specialized in just pizza; they don’t have as much

to offer as Kashi. They have bigger budgets to spend on promoting their specific products. Kashi

has offered special promotions in the past to get people to try their product, like giving away free

cereal through their website. They also have used the catchy slogan, “Seven Whole Grains on a

Mission.” Kashi mainly uses TV commercials to promote visiting their website some newspaper

ads are used as well. The brand is a reasonably well-known and liked. It is growing in popularity

because natural foods are becoming very popular. Frozen pizza’s popularity is somewhat

seasonal. Most people buy it during football season (when they try and appeal to men watching

football) or during the summer when they don’t want to cook dinner. It is something that is

bought frequently during these times, so could easily gain brand loyalty and people would buy

the same brand all the time.

Kashi Frozen Pizza Media Plan: Situation Analysis

SWOT

Internal External

Positive Strengths

High demand for natural foods in developed countries

Health food counts for 10% of food sales

Part of Kellogg’s

Well known products already in other categories

Good promotional ideas to get people to try the new product.

Opportunities

Brand loyalty

Sell to people who love pizza, but are trying to be healthier.

Sold in health food stores

Sold in most conventional grocery stores

Frozen pizza sales are projected to be $2.7 billion

Negative Weakness

Small promotional budget

Relatively new to the frozen pizza industry

Not “classic” pizza flavors

No TOMA for this brand of frozen pizza

Threats (Well-known competitors)

DiGiorno

Tombstone

Red Baron

Totino’s Party Pizza

Tony’s

Stouffers

The competitors spend millions on advertising annually

Kashi Frozen Pizza Media Plan: Creative Strategy

Creative Strategy

Kashi Pizza should be marketed as the healthiest frozen people can buy. It should follow

Kashi’s other marketing strategies. Kashi wants to make food that tastes good and is good for

you at a good price and good quality. Kashi products are high quality and made out of natural

ingredients. The main point should be that the pizzas are healthy and delicious. Kashi pizzas are

made for people who want to eat better, but don’t have time to cook and make their own all

natural meals.

Kashi would probably want to stick with their own slogan: Seven whole grains on a

Mission. A tag line for Kashi pizza could be something like: Kashi Pizza is rich in natural

goodness.

You mainly want to sell the fact that it is good for you and tastes good too. Including the

“rich” part in the tagline embodies the fact that it is all natural and high quality.

The packaging will be white like the rest of Kashi’s packaging. Packaging like that would

set this pizza apart from the brightly colored packages that competing companies have. The

package should have the Kashi logo on it along with Kashi’s usual slogan, Seven Whole Grains

on a Mission. Then it should have a clean picture of the cooked pizza, looking delicious, along

with the tagline that will be associated with the pizza, Rich, Natural Goodness! There could be

more details about what makes it so good on the back.

The campaign will look light, clean and fresh. This will convey to buyers that the idea is

healthy and fresh. Simple is better and more eye catching.

Kashi Frozen Pizza Media Plan: Target Consumer & Media Mix

Target Consumer & Media Mix

Our target audience is the Achievers on the VALS2 description chart. According to

VALS2 this means:

Motivated by the desire for achievement, Achievers have goal-

oriented lifestyles and a deep commitment to career and family.

Their social lives reflect this focus and are structured around family,

their place of worship, and work. Achievers live conventional lives,

are politically conservative, and respect authority and the status

quo. They value consensus, predictability, and stability over risk,

intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer

marketplace. Image is important to Achievers; they favor

established, prestige products and services that demonstrate success

to their peers. Because of their busy lives, they are often interested

in a variety of time-saving devices.

(Source: strategicbusinessinsights.com)

According to the PRIZM segmentation categories, our target audience is most likely the

Kids & Cul-de-Sacs: Upscale Suburban Families category. This means:

Cluster 5 is ranked first of all 62 PRIZM clusters in married

couples with children, and large, 4+ person families. Since

"family" governs its lives and activities, "Kids and Cul-de-Sacs"

is a noisy mix of bikes, dogs, carpools, and sports.

Age Groups: 35-44, 45-54

Dominant Race: White, High Asian (Source: claritas.com)

The families are very active and enjoy outdoor activities. They usually own their homes

and have children that are 6-17. Both parents generally work, and finished college. The principal

shopper is very active, they hike/backpack/kayak/rock climb/bike regularly (2-3x/month or more,

jogging at least 2-3x/Week). The age group 35-44 buy the most pizzas.


Media Mix

The ad money should be distributed among five media: Internet, Cable TV, Magazines, Radio

and Outdoor.

Internet will get the most funding. Most people in our target audience get on their

broadband/high-speed internet twice a day. Banner ads and audio advertisements will prompt the

potential buyer to go to the Kashi website, or it will prompt them to go out and try this pizza.

Cable TV is advertised on by our competitors. We will go head to head with them on

ESPN to get people to buy our healthier pizzas.

The people in our target audience are “do it yourselfers.” They have their own tools and

like to fix things when they can. They buy many magazines that help with that, like Better

Homes & Gardens, Martha Stewart Living, Women’s Fitness Runners Magazine, HGTV

Magazine, and O: The Oprah Magazine. We will advertise in these magazines, telling the reader

that if they want a healthy dinner for their kids, they should buy Kashi pizza because it is good

for their kids and so easy for them to make.

Finally, we will spend some money on the radio and outdoor advertising. People in the

target audience are very active and travel places often. Cars are the most often places people

listen to the radio, so they will hear the ads and also see the ads on billboards.

Many people in our target audience already buy Kashi products; we just have to raise

their awareness of Kashi pizza.

Data for these ideas (numbers are Indexes, unless otherwise stated)

Advertising Expenditures

Kellogg (Kashi’s parent) has only spent money on internet ads (197)

Competition: Kraft/Degiorno spends the most on network TV.


Media Consumption

Fitness lifestyles – principal shoppers who hike/backpack/kayak/rock climb/bike regularly, 2-

3x/month or more, jogging at least 2-3x/Week

Large indexes

o Internet: 159

o Outdoor: 121

o Magazine: 119

o Yellow pages: 113

Vertical %

o Internet 32.2%

o Newspaper (Sunday): 53.9

o Newspaper (daily): 45.1

Kashi Cereal Primary (Principal shoppers

who use Kashi cereal as their primary or

sole brand)

Largest Indexes

o Internet: 121

o Newspapers: 120

o Outdoor: 103

Magazine types

General Editorial

o Heavy frozen- Vertical%:

43.8%

o Fitness- Index 107

o Kashi Cereal- Index: 107

Better Homes & Gardens

o Kashi index: 122

Bicycling

o Kashi index: 152

o Fitness index: 310

Details

o Kashi index: 264


Economist

o Kashi index: 225


Martha Stewart Living

o Kashi index; 207


Television

Total Football-Pro weekend

o Kashi index, 108

o Fitness index, 148

Not very high numbers, only on

sports channels. The people seem to

be quite active, and like to watch

sports channels.

Internet

Broadband/high speed

o Kashi index: 135


o Other pizza brand: 120

Internet 2x a day

o Kashi index: 133

o Fitness: 150

o Other: 127

VERY high internet use. Spend most

of our advertising here!

Clothing

Athletic shoes

o Other:111

o Fitness: 156

o Kashi: 118


Household owns tools?

o More Kashi buyers (126

index)

o “Do it yourselfers”

Department store cosmetics

o Kashi:128

o Other: 145

o Higher end people

Attend college sports

o Kashi: 138

o Other 167

Buyers

Active fitness

o Buys lots of pizza: 112 index

o Other: 119

o Kashi Cereal:161

Working Women buy more frozen

pizzas

o 129 other

o 121 Kashi

Graduated college

o Kashi: 177

Ages 35-44

o More likely to buy Kashi

(141)

Whites are more likely to buy

Competition gets a lot more!!

Children 6-17 years, we need to

market to them!! (115,117)

New England buys the most Kashi

(186)

o We will market mostly to

New Englanders.

Kashi Frozen Pizza Media Plan: Objectives

Objectives

These are the objectives for our Kashi Pizza new media and advertising plan.

Target Audience

We will reach the achievers and/or upscale suburban families. According to VALS2,

achievers are goal-oriented and have a deep commitment to their careers and families. Busy lives

means they are interested in time saving devices. They are politically conservative, respect

authority and status quo, but are willing to try new and popular things. Image is important.

Because of these qualities, we believe they are part of the “Kids & Cul-de-Sacs” segment

of the PRIZM categories. They have children, and pretty well off. They are very busy. Both

parents generally work, finished college, and are quite active. Usually about ages 35-54. Well

established.

Media Mix

The budget will be distributed among four types of media: Internet, cable TV, magazines

and Sunday newspapers.

Most of the budget will be spent on internet ads, including ads on popular Pandora

Internet Radio stations that appeal to our target audience. There will be banner ads and Google

ads that will direct people to our website, or at least get them thinking about Kashi pizza for

dinner.

Cable TV is a big advertising medium for our competitors. We are missing out on the

consumer’s TOMA if we don’t put some ads on cable TV. Our audience doesn’t watch a huge


amount of TV, because they are very busy. They do, however, watch sport channels and cable

TV when they have time to.

The people in our target audience are do-it-yourselfers. They read magazines that help

them improve their homes and their lives on their own. We will buy ads in magazines like Better

Homes & Gardens, Martha Stewart Living, Women’s Fitness Runners Magazine, HGTV

Magazine, and O: The Oprah Magazine

Finally, we will advertise on the radio and OOH. We will catch people driving home for

dinner and they will pick it up at the store.

Reach/Frequency Goals

We will reach at least 60% of our target audience. We want to focus on reach right now,

more than frequency. We want to focus on reach so that the word will spread and we can get

some word of mouth advertising and awareness. We will get the word out about Kashi pizza and

how good it is.

We would like frequency to be that each viewer sees the ad at least three times in spot

markets and nationally during specific months. We will reach a lot of our audience online

because they spend quite a bit of their time online.

Geography

New England buys the most Kashi products. If these buyers are already loyal to Kashi

brand products, it will be easier to sell to them because they are already faithful buyers. This is a

defensive strategy, but we would be more likely able to afford this over an offensive strategy.

We will advertise on the Internet, because we will be able to reach more of our target


audience. National spots will be very limited. Mostly we want to advertise in New England with

local spots.

Monthly

We will use a flighting strategy. We will launch our campaign in September and continue

through October and football season. We’ll pick up again in February for the Super Bowl and

March for March Madness. We’ll take April off, and then we will start up in May and June just

before summer starts. Parents may want to buy Kashi pizza all year long for their children, but

by adding advertising during sport seasons, we can convince the adults to buy and eat more too.

Timing/Scheduling

We will launch this new campaign in September. This is when children are heading back

to school and parents need fast and easy meals to feed to their kids. They can turn to something

healthy like Kashi Pizza. Ads will stay strong through the end of October and then stop

November through January. Ads will increase again during February, for basketball season and

the Super Bowl. They will continue through March then stop in April. Advertising will start

again in May and June, to get our advertising in right as summer starts, so the target audience

will remember Kashi pizza during the summer. It will stop in the summer (July-August) because

children will be out of school and parents will be barbecuing more, and cooking at home.

Nontraditional Media

On tables in malls, parks, and schools, we will have an appetizing sticker-picture stuck to

the tables. Under it, there will be a caption that says, “Looks yummy, right? Kashi pizza is


what’s for dinner. Buy one today at your local grocery store.” Some sort of a caption that

intrigues the viewer to go buy eat Kashi pizza for dinner that night.

In the store we will make and place floor stickers with tantalizing words about the pizza.

Then we could have the “7-whole grains” leading them to the frozen food section. This will get

the children involved in wanting the parents to buy the food. The children will follow the floor

stickers and then proceed to ask their parents if they would buy them Kashi pizza. We would do

this in major grocery stores, like Wal-Mart.

Promotion

We need a big promotional event that will make people want to buy Kashi pizza. We

would hire health guru Jillian Michaels, and we will call it “Kashi’s Have a Slice” event. There

will be 10-20 “Have a Slice” events all over New England. People could buy a reasonably priced

ticket and eat a slice of Kashi pizza, all while asking the guru about health food, exercise, and

other things. This would make a personal experience for the consumer, which would make them

relate to the pizza more. If they see how well the guru likes it, then they will be more likely to

buy it.

We will record these conversations and use them in some of our future commercials, so

that the people that weren’t there can also enjoy the personal nature of the “Have a Slice” event.

The commercials will also hype people up for the next year’s event, and the “Kashi’s Have a

Slice” event would grow even more. People attending, will basically be paying to have pizza

with a health icon. This would promote our healthy image, as well as promote how good our

pizza tastes.


Fifty to one hundred tickets would be sold to each event. We could even have olympic

athletes be at the events as well. The more people paid, the more likely they would be to sit at the

health icon’s table. Everyone would at least get a chance to talk to the icon for a moment. We

would keep tickets reasonably priced, so that our target audience could afford to go.

This event would also help increase sales, if we offered free tickets to one of the “Have a

Slice” events and be featured in a commercial, if they buy Kashi pizza. People love contests.

Budgeting

We have $14 million to spend. We will spend a large amount on Internet ads, and hype

for our “Have a Slice” events. There will be quite a bit spent on the actual “Have a Slice” event.

This event will cut back on our commercial for cable TV spending, because we will mainly just

take clips from the events and edit them together. We will make a specific commercial for ESPN

to run during peak selling times for us. We will make a commercial which appeals to children, so

they will convince their parents to buy our pizza. We will spend on magazine ads promoting the

“Have a Slice” event, as well as just purely buying the pizza. We will spend a significant amount

on non-traditional advertising, like the stickers. We will finally, put coupons in the local Sunday

newspapers to intrigue people to buy Kashi pizza because they have seen all the ads, and now

they want to go buy some for themselves, and we are giving them a good deal.

Kashi Frozen Pizza Media Plan: Schedule

Schedule

This is the timing and scheduling plan for Kashi brand pizza.

We will start our campaign in September. This is when children are heading back to

school. Our target audience is busy families with children who are school-aged. Launching in

September will remind the consumer that we are available for dinner to accommodate their

active lifestyle.

The times when we will be advertising will be September, October, February, March,

May and June.

The times we will not advertise is November, December, January, April, July and

August.

We always want TOMA, but to accommodate our budget, we must flight our advertising

during those specific months.

Peak times for advertising for frozen pizza would be school starting, football season, and

the start of summer. The target audience is active, so they don’t have much time to cook,

especially once school starts. That’s when we will do our big launch. Parents will be looking for

fast, healthy meals for their children, and we will be waiting to sell them Kashi pizza.

Football season starts right after school does. Our target audience is active people, but

also enjoys watching sports. Football season is a huge time for pizza. This way adults can eat

something healthy during the game instead of something greasy.

March Madness is another big time for sports fans. We will advertise during the

basketball games so that we can get those viewers to eat our healthy pizza.


Finally, when summer is about to start, people want to spend less time cooking and more

time with the family. They are more likely to buy our product as summer is starting. So that is

when we will up our advertising again, until June.

We will stop our advertising in the other months because they are times when people

aren’t really into buying frozen pizza. During the holidays people want to cook for their families

and have the warmth of the kitchen. They want to cook at home, so frozen pizza won’t be

something they are buying all the time. Besides, we would have to compete with all the other

clutter of holiday ads.

The first part of the year people are just getting back into their routines. We don’t really

need to advertise heavily at this time. For most families, the peak of summer is July. They won’t

be spending much time indoors. They will be out and about and being active, so this would be

wasteful to do much advertising at this time.

Quantitative Data

● 13.4% of principal shoppers with a fitness lifestyle watch sports events on TV (124 MRI

index). Sporting events primarily take place in the autumn and summer.

● 17.8% of principal shoppers who are heavy pizza buyers watch sports events on TV (106

MRI index). We can get them to buy our product, because they already like frozen pizza.

● 15.9% of principal shoppers with a fitness lifestyle watch weekend professional football

on TV (147 MRI index). Active people like watching football.

● 19% of principal shoppers who are heavy pizza buyers watch weekend professional

football (113 MRI index).


● 25.5% of principal shoppers bought children’s shoes also heavily buy frozen pizza (152

MRI index). They have children, and will be interested in easy meals when school starts.

● Currently, the most Kashi Pizza sells is in September 93.9 index in September. This is a

great time to launch our sales (MRI).

● Other companies peak sell times match our flighting plan. Namely Kraft Foods California

Pizza Kitchen Frozen Pizza (MRI). This proves that we are correct in our flighting

strategy.

Kashi Frozen Pizza Media Plan: Geography

Geography: Target Market

We will be advertising both nationally and spot markets for Kashi Pizza. We will be

doing a defensive advertising strategy by advertising in areas that loyal Kashi consumers already

live, instead of trying to change people in other areas with our small budget.

We will spot advertise in our top markets around the nation. We will advertise in the four

areas where our sales are the highest.

Hartford-New Haven, CT

Greater Portland, ME metro area

Boston, MA

Providence, RI and surrounding area

o Advertising in these markets will reach much of our target audience and

our top spots in New England.

People buying the most pizza have children and own their own home. That is our

target.

Kashi Frozen Pizza Media Plan: Budget

Budget

Kashi spends most of its advertising budget on the internet. We will still spend quite a bit

on online advertising for Kashi Pizza, but we will also expand to out of home advertising, TV,

radio, and magazines.

Many other Kashi products are advertised on TV and magazines as well, so adding pizza

to the list of its television ads won’t be a problem.

Kashi spends the most money advertising their pizza during September. They advertise

during the start of the school year. We will do flighting advertising like previously stated.

Digiorno advertises all year long (it is the highest ranked frozen pizza company, so this is

understandable). Red Barron spends about the same amount as Kashi (only about $200 more),

but advertises all year long. Red Barron spends the most in January though.

Kashi Frozen Pizza Media Plan: Media Flight Plan Summary

Media Flight Plan Summary

We are doing a flighting plan for Kashi pizza. Currently, most of our goals are over 60%

reach. The only month that has less is October (nationally). In our spot markets, the reach is

never lower than 75%. We are reaching many people.

Our average frequency is three for both national expectations and spot expectations. In

June we even reach a frequency of four times.

We are exactly on budget, with about $6,900 to spare. These figures do not include our

promotional event (the “Have a Slice” event seen and explained in section 4).

We are exactly on target with our goals and our budget.

See the appendix for details.

Documents

students.isucmp.netstudents.isucmp.net/Minor/pdfs/KashiMediaPlan.pdf · Created Date: 10/11/2014 1:15:53 AM