Klondike

Amanda TannenbaumCamille MulkeyScott BauerTerry McMillan

Klondike: Whats the problem?Lack of brand preferenceConsumers 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 mediaPast years small media budgets and media mix have not proven effective

Product AnalysisPrevious campaign: humorous, risque and suggestive.Geared towards young menThe Best Ice Cream Bar Ever Conceived Campaign

Consumer AnalysisBased on MRI+ analysisWomen are main purchasersPrimary grocery shoppersBuying for household

These men are more attracted to male fantasies, humorous jokes, and sports.Competitive Analysis Top Frozen Novelty Brands 2013

Nestle Drumstick4.89% Market share$1.8 million budgetmagazines, outdoor, Internet, cable TV, spot TV, and national spot radio

Skinny Cow4.72% Market share$1.5 million budget magazines

Media Expenditures & Media Mix

Klondikelargest budget99% on TV1% outdoorNestle40% magazines, 10% outdoor, 45% radioSkinny Cowmagazines only smallest budget

Share of Voice2013: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 ResearchTo 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 SurveyConsumers Favorite Ice Cream in order of preference:Ben & Jerrys, Haagen Dazs, Nestle, Skinny Cow, KlondikeWhat criteria do you consider when purchasing Klondike?taste (74%), price (55%), variety (26%), familiarity (20%)Key Information Found from Trade ResearchCommunication between employees and shoppers normally deals with a shoppers desire to find a specific good. Employees are not acting like salespeople.

New Target AudienceWomen 25-54MarriedEmployed: ProfessionalChildren Lives in the SouthHigh Income

Marketing ObjectiveIncrease 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 ObjectiveReposition the brand in the mind of the consumer and achieve awareness from85% of our new tarket market focus on reach no more risque feel geared towards menaimed towards women who are the ones purchasing the productdifferentiate ourselves from the competitionIMC Objectivesales promotioncoupons like for an offerpublic relationssocial mediaword-of-mouthspecial packaging Colored aluminumFloral componetsAdvertising Strategy Target AudienceWomen 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?Klondike new tone of voice will convey the brands personality as friendly, charming and humorous.

Big IdeaSlogan: Feel like a Queen with Klondike

Appeal to the new target audience by grabbing their attention using an endearing termDepict 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 BudgetTotal Campaign Budget $17 millionAdvertising Budget $14 millionmedia budget $12 million (MFP media budget is 12,170,000 due to the addition of our contingency budget)production budget $2 million

PR $550,000 (3%)Special Packaging $980,000 (6%)Sales Promotion $1,300,000 (8%)

Contingency $170,000 (10%)National $90,000Spot $80,000

Media BudgetApril - August (National and Spot Campaign)Media Mix: Total CostNet TV-Prime: 4252.7Net Cable-Prime: 3062.3Net Radio-Morning Drive: 653.3Net Radio-Daytime: 293.7Net Radio-Evening Drive: 661.5Magazines-Womens: 1606.2Magazines-General Interest: 356.1

SPOT CAMPAIGN ONLY RUNNING IN APRIL & MAY

Spot TV-Daytime: 143.3Spot TV-Prime: 682.5Spot Radio-Morning Drive: 114.1Spot Radio-Evening Drive: 121.5

Total Cost for National ONLY Campaign: 10885.7Total Cost for Spot ONLY Campaign: 1061.3

Total Cost for National & Spot Campaign: 11947Media ObjectiveSeasonality

Beginning of spring into the summer months.Temperature begins to get warmer. Advertising will start in the beginning of April. The campaign will be for five months, ending in August. Advertise the heaviest in April and May and continue into May and June.The spot campaign in April will be when we want to reach our target audience of women from 25-54

Geographic Coverage

National Campaign 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.The Southern region also has the highest population of the four regions that are specified..

Media StrategiesPaidTVradiomagazinesOwnedFacebookTwitterKlondikebar.comEarnedConversations through social mediaWOM through social media marketing and promotional efforts

Media Vehicles: MagazinesTarget: Female age 25-54Title GRPs Total Cost ($)(000) Womens Magazines 340$1,606.2CosmopolitanElleGlamour General Interest Magazines 40$356.1Us Weekly Life and Style WeeklyPeople

Plan Total Total GRP 380 Total Cost $1,962.3

Media Vehicles: TVDaypart/VehicleTotal Cost ($) (000)Network TV$4252.7Early MorningFox News ChannelNBC News Today ShowABC News Good Morning Am.NighttimeCBS LocalNBC LocalTBS Big Bang Theory Network Cable TV$3062.3DaytimeFood Network 30 Min. MealsABC Family Channel RebaTLC Say Yes to the DressSpot TV$825.8Early MorningABC The ViewUSA Law & Order SVUFood Network Cupcake WarsNighttimeBravo Million Dollar ListingLifetime Little Women L.A.ABC Greys AnatomyPlan total$8,140.8

Media Vehicles: RadioDaypart/Vehicle Total Cost (000)Morning Drive $767.4Adult ContemporaryMorning News and WeatherWeekday 10pm-3pm$293.7Adult ContemporaryWeekday 3pm-7pm$661.5Adult ContemporaryEvening News and traffic reportsWeekend 3pm-7pm$121.5Adult ContemporaryNews/Information________________________________________________Plan Total Total Cost: $1,844.1

Print Ads

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 WOMANPAPERS SHUFFLING

15 Second TV Spot: Office LifeScene 2

FADE IN: WOMAN LEAVES HER DESK AND SNEAKS INTO NEARBY EMPLOYEE KITCHEN AREA

SFX: OTHER EMPLOYEES TALKING AMONGST THEMSELVES, PHONES RINGING, PAPERS SHUFFLINGHIGHHEELS 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 OPENEMPLOYEES 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 LifeScene 5BLURS FOCUS TO KITCHENKLONDIKES 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.

Scene 1Focus 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)

30 Second TV Spot: War Zone

Scene 2Camera 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.

AudioFATHER: TIMMY! WHERE IS YOUR MOTHER!

TIMMY: LAST TIME I SAW MOM WAS IN THE KITCHEN

Scene 3Camera focuses in on the father. The father immediately walks into the kitchen tolook for his wife. He looks upset, and confused. Camera spins 90 degrees to find themother sitting at the kitchen table enjoying a Klondike bar. The mom looks to be in somesort of trance while enjoyingthe ice cream bar.AudioFATHER: JULIE. JULIE. THE KIDS ARE OUT OF CONTROL, WHERE AREYOU?(no response)FATHER: JULIE, ARE YOU OKAY?

picture the women eating a Klondike bar, not drinking OJScene 4The camera zooms into the mothers mind, showing the viewer what the mother isthinking about. The mom is daydreaming about being the queen of an empire. She is enjoying a Klondike Ice Cream Bar while sitting in a beautifulflower field, enjoying a perfectday. While the viewer sees what the mother is thinking, the viewer starts to hear thefathers voice. The mother wakes up from her daydream, and sees her husband.AudioFATHER: 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 5Blurs our focus of the kitchen,and Klondikes logo, slogan, andproduct appears on the screen.

AudioFEMALE 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 ClOSE AS YOUR FREEZER. CHECK OUT OUR NEW ICE CREAM BARS, AND FEEL LIKE A QUEEN WITH KLONDIKE.

Feel like a Queen with KlondikeFeel 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 ExecutionSocial Media: Facebook

PR Execution Social Media:Twitter

Sales Promotion Execution couponslike or follow to receive an offer on social media

Special Packaging Execution

EvaluationDuring 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 audiencePost Campaign 3 months after the campaign, we plan on tracking who bought our productWas 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 changedConclusionProblem? Solved.New Target AudienceNew Big IdeaNew PackageConcentrate on months our competitors do not strongly advertiseUse Advertising vehicles that will reach our target audience Evaluate during and after our campaign to adapt if any issues ariseAmanda Tannenbaum Feel Like A QueenAmanda Tannenbaum Amanda Tannenbaum 's AlbumGarageBand 6.0.52015Amanda Tannenbaum Not a careAmanda Tannenbaum Amanda Tannenbaum 's AlbumGarageBand 6.0.52015