Current Campaign Cardboard No. Delicious Yes.

Ads focused primarily on older women

“Doesn’t taste like fiber”

SWOT Analysis• Multiple product branches

• WebsiteStrengths

• Cardboard theme

• Narrow target marketWeaknesses

• Increasing awareness of dietary needs

• More people trying to live healthy lifestylesOpportunities

• Other popular high fiber products

• Social stigma around high fiber productsThreats

•Increased health awareness•Interactivity in marketingTrends

Objectives Expand target market to Fit Consumers

Engage consumer through interactive components

Rebrand Fiber One image to emphasize health

Increase brand awareness

Target Market

Fiber One Fit Consumer

• Mostly Women

• 40-50

• Even Gender Split

• Under 50: 23 % aged 18-29 41% aged 30-49

• More Affluent

•College Educated

• Interested in Health

Co-Brand with Smartwater Coupon Promotion- $1.00 0ff any Fiber One product

Placed on Smartwater bottles

Improve awareness of Fiber One brand within the fit consumer market

Co-Brand with Smartwater

• Bottles of Smartwater

Placement

• $120,000

Budget

• Scanner Data

Metrics

Print Ad

Print Ad

• Women’s Health

• Fitness

• Parent Magazine

Placement

• Primary: $2,949,870 (18 placements per year)

• Plus Secondary: $6,169,560 (36 placements per year)

Budget

• Website Analytics

• Unaided and Aided Recall Tests

• Magazine Coverage

Metrics

Website Splash Page 6 Question Quiz

Demographics

Fitness Level

Most Stressful Meal

Outcomes

Fiber Facts

Recipes

Recommended Products

Website Splash Page

• Fiberone.com/ fitfiber

Placement

• $10,000

Budget

• Website Hits

Metrics

Event Sponsorship: Start! Heart Walk

American Heart Association’s premiere event for raising funds to save lives from heart disease and stroke

Promote physical activity and heart-healthy living

“Walk more. Eat better. Live a longer, healthier life.”

It's more than a program. It's a movement.

Event Sponsorship: Start! Heart Walk

Nearly 350 Events, Nationwide

Over 1 million walkers participate

Major Cities

Event Sponsorship: Start! Heart Walk

• 350 walks across the nation

Location

• ~ $1 million

Budget

• Registration

Metrics

Fiber One Girl Scout Cookie Special Edition Cookie-

Cobranded with Fiber One

Nearly 70% Proceeds retained by Girl Scouts USA

200 Million Boxes sold annually

Fiber One Girl Scout Cookie

• Nationwide

Placement

• R&D-$220,000

• Production-$290,000

Budget

• Order Information

Metrics

Timeline

AppendixTarget Market

Demographics

PsychographicsConsumption Constellation

Component Objectives

Smartwater Co-brandCoupon Budget

Print AdPlacements

Recent Magazine Schedule

Event Sponsorship

Girl Scout Cookie

Budget

Distribution

Splash PageQuiz

Budget

Current Advertising Spending

Total Budget

Target Market Demographics

Fiber One

90% Women

85% Married

Within 40s or 50s

61% Attended/Graduated College

65.4% Employed

Income over $65,000

Have children under 18

Fit Consumer

52% Women

72% Married

64% under 50

37.4% Graduated College

Income over $75,000

Have children under 18

Target Market Psychographics

Fiber One

Body conscious but aspiring to make a change

Busy lifestyles: Balancing work and family

Primary grocery shoppers

Light excersizeincorporated into daily routine

Conservative values

Fit Consumer

Health conscious- high priority and spend time managing it

Busy lifestyles: less time with family and more time individually

Rarely get sick

Looking good is key value

Liberal values

Target Market Consumption Constellation

Fiber One

Weight Watchers approved items

Jell-O

Stevia

Smart Ones frozen meals

Athletic attire

Home-exercise equipment

Pain relievers

Fit Consumer

Organic food

Health products

Kashi

Smart Balance

Lean Cuisine

Gym memberships or equipment

Athletic attire

Component Objectives

• Expand market

• Brand awareness

• Rebrand imageCo-Brand: Smartwater

• Brand awareness

• Rebrand imagePrint Ad

• Brand awarenessGirl Scouts: Fiber One

Cookie

• Expand target market

• Brand awareness

• Engage consumer

Event Sponsorship: American Heart Association

• Engaging consumerWebsite: How does fiber fit

in your life?

Smartwater Co-Brand Detail Effectiveness measured by:

Coupon Efficiency Ratio

Incremental Purchases / Total Purchases

Aided and Unaided Recall in Coupon Areas

Other Co-Brand Options

Joint Ad Campaign

Use of Smartwater’s Celebrity Endorsers

Event Co-Sponsorships

Breast Cancer Walk (Expand Smartwater to Fiber One Market)

Large Marathons (Expand Fiber One to Smartwater Market)

Co-Brand Coupon Budget

$8,000,000 WORTH OF COUPONS 8,000,000 x 5% = 400,000 COUPON REDEEMED

400,000 x 50% = 200,000 COUPON INCREMENTAL

8,000,000 COUPONS/ 1000 COUPONS = 8000 x $10 = $80,000 COST FOR COUPONS

400,000 REDEEMED COUPONS x $0.10 = $40,000

GENERAL COSTS $80,000

REDEEMED $40,000

TOTAL COSTS $120,000

Face Value of Coupon: $1Number of Coupons: 8,000,000% of coupons to be redeemed: 5%% of coupons used that would be incremental: 50%Printing and distribution costs: $.01 per couponProcessing costs: $.10 per redeemed coupon

Event Sponsorship Detail Targets adults (both male and female) 35-54, workers

Promotes Physical Activity

Target market is busy, therefore less active, don’t have time to “exercise”

Start! Promotes 30 minutes a day of walking to extend life and become healthier

Girl Scout Cookie Detail Plausible due to question on Girl Scouts Website:

Q: Who Selects the Cookie Varieties?

A: Licensed bakers can offer up to 8 varieties of Girl Scout Cookes; only 3 types are mandatory: Thin Mints, Do-si-dos, and Trefoils. The National Girl Scout Organization reviews and approves all varieties proposed by the bakers. Any of the five optional cookies can be changed every year. Each bakery names its own cookies, so Girl Scout Cookies that are quite similar may have different names. Suggestions for new cookies are welcome, but the national Girl Scout organization can make no promise to use them.

Girl Scout Cookie Distribution 200 million boxes of Girl Scout Cookies are sold in

the U.S. every year.

Girl Scout Cookies represent five of the top fifteen varieties of cookies sold in the U.S. annually,

Several goals of the Girl Scouts are:

Encouraging girls' healthy living and promoting girl-positive media images; skills in sports, natural recreation

Cohesive with our target market, specifically moms & dads who may have daughters in Girl Scouts or may have friends, gym buddies, or coworkers with daughters in girl scouts. (parents bring those order forms everywhere!)

Girl scouts promote healthy living, outdoor activities, and skills in sports for girls, which is why we believe our Fit Consumer will be associated with or be willing to support girl scouts through cookie purchases.

70% proceeds retained by Girl Scouts USA after the producers and bakers are paid.

Gives our fit consumers a more healthy indulgence, guilt free, can still enjoy girl scout cookies (taste, nostalgia, etc.) without drastically sabotaging their diets. Also can support their kids or their friends’ kids and enjoy a comparatively beneficial cookie to the usual Thin Mints or Samoas. Plus limited availability may incite purchases and help our consumers justify their purchase.

By associating Fiber One with the tradition and reputation of Girl Scout cookies, we will be able to generate brand awareness and get Fiber One products into the consideration set of more consumers.

Nearly 2.4 million girl scouts means nearly 2.4 million little marketers and 2.4 individual distributors…even if only 10% (1 out of 10)of Girl Scouts sell a box of Fiber One Girl Scout Cookies, that’s still 240,000 boxes sold!

Fit consumers generally resist trying new things but Girl Scout cookies are nostalgic, charitable, and historic, and being associated with GSC may help Fiber One get a figurative foot in the door.

Girl Scout Cookie Budget Contact and commission ABC bakers or Little Brownie Bakers to develop a recipe

in cooperation with Fiber One, that can deliver 35% of the DV of fiber in a two-cookie serving size.

R&D costs: http://annualreport2009.kelloggcompany.com/fh-10K.html Kellogg’s spent 179 mil on new product R&D in 2007 and launched over 40 new products globally, meaning if distributed evenly is nearly $4.5 million invested in the development of each product.

Estimate that a product developed for 3 months with exhaustive distribution and only available through direct order or purchase (no online sales, etc.) will cost no more than a few hundred thousand dollars. If the ordinary Kellogg’s products are expected to have an estimated five-year life span, only $895,000 are spent per year of expected product lifespan. Girl Scout cookies are only available 3 months out of the year (girlscoutshcc.org), so we can estimate 25% of this cost, or about $220,000.

According to girlscouts.org, 30% of cookie proceeds are returned to the baker to cover their costs. This is about $1.20/box. If we can project sales of 240,000 boxes (because we are hoping 10% of scouts sell a box), production costs will be around $288,000 total

Splash Page Quiz Detail Questions

1: Gender

2: Age

3: Weight

4: How many children Age of youngest

5: Fitness level

6: Most stressful meal

Rec’d Products

Smartwater

More Children/Younger

Bars

Toaster pastries

Muffins

Fitness Level

Low

Medium

High

Splash Page Budget

Primary Print Ad Placements Women’s Health Magazine

11 Million Audience

92% Female

65% Aged 18-49

$169, 145 for full-page

Parent Magazine

15.3 Million Audience

82.3% Female

88.5% Aged 18-49

$174,500 for full-page

Fitness Magazine

7 Million Audience

74% Female

66% Aged 18-44

$148,000 for full-page

Secondary Print Ad Placements

O, The Oprah Magazine

15.6 Million Audience

88% Female

60.7% Aged 18-49

$153,745 for full-page

Cosmopolitan Magazine

18.3 Million Audience

86.2 % Female

86.2% Aged 18-49

$222,400 for full-page

Entertainment Weekly

10.8 Million Audience

59% Female

76% Aged 18-49

$160,470 for full-page

Current Magazine Schedule

Product Magazine Date Page #

Fiber One Yogurt Weight Watchers Jan 01, 2010 39

Fiber One Yogurt Weight Watchers Mar 01, 2010 49

Fiber One Yogurt Weight Watchers Jul 01, 2010 29

Fiber One Yogurt Weight Watchers Sept 01, 2010 55

Current Advertising Spending

• $3,995,300Network TV

• $14,258,900Cable TV

• $10,996,800Spanish Language TV

• $807,800Syndication

• $439,000Magazines

• $306,500Internet

• $33,504,300Total

Total Campaign Budget

• $120,00Smartwater Co-Brand

• $2,949,870Print Ad

• $10,000Splash Page

• $1,000,000Event Sponsorship

• $510,000Girl Scout Cookie

• $4,589,870Total