1. Celebrating 25 YearsExclusive Design Presents:Teddy GrahamsAnniversary IMC Plan

2. Introduction Kraft, Teddy Grahams parent company was foundedin 1989. First introduced in 1988, Teddy Grahams first sold$150 million dollars. Krafts third best selling cookie behind Chips Ahoyand Oreo. 3. Three Main Bodies Situational Strategic The MessageAnalysis Decisions Celebrating 25 Years 4. Situational Analysis: Marketing Objectives Key Findings SWOT Analysis Competitive Analysis 5. To increase sales by 5-10% as well as increase marketshare by 10% in the next year. This is reachable becauseTeddy Grahams fit well into the salient beliefs of todaystrends, which look for healthier, non-salty alternativesto snacks. (Market Analysis Report, 2010). 6. List ofStakeholdersEmployees -They take pride in working for awell-respected company and look to have asecure job.Customers - Organisations such assupermarkets and other retail outlets thatbuy Kraft products in order to sell on to theend (or final) consumers.Consumers - Purchasers and users of Kraftproducts.Shareholders - People and institutions whoown shares in companies.Suppliers - Firms that supply Kraft with itsproduction requirements. 7. Strengths and WeaknessesStrengths Leading global packaged foods company (Datamonitor) Strong market position in several regions gives Kraft a distinctcompetitive advantage. (Datamonitor) Strong brand image Diversified product offerings being complemented by strong brandsWeaknesses Substantial debt can affect Krafts ability to adapt to changingeconomic and business conditions (Datamonitor) Higher debt puts pressure on Krafts ratings and makes acquiringfinancing difficult (Datamonitor) Increased leverage post Cadbury acquisition (Datamonitor) affectscompany solvency and liquidity 8. Opportunities and ThreatsOpportunities Growing demand for health and wellness products and services suchas the 100 calorie packs and whole wheat snacks. (Datamonitor) Kraft is focusing on 4 key opportunity areas to meet consumersneeds: weight management, nutrient delivery, performance nutrition,and natural and organic The biscuits industry is projected to grow by a constant value CAGR of2% to reach C$1.5 billion by 2016.Threats Intense competition with other companies that provide similarproducts as well as healthier alternatives. Increase in the price of raw products Parental rate is lowering as more young adults are living at home 9. Competitive Analysis Does Not Appeal of Leading producerto cerealsnacks-on-the-goand convenience foods.demographic. Markets to the Baby Does not diversify theirBoomer as a company.productGeneration Recently Purchased Has completely stoppedPringles. to children inmarketing2008 10. Competitive Analysis Is an American FortuneMost of its market share500 corporation. sales.is derived from US General Mills includes Many competitors copymore than 100 brands.this product. Supports are high in sugar Productsthird worldcountries with the oneand have no healthlaptop per childbenefitsorganization 11. Competitive Analysis Has no preservatives, 0Goldfish Grahams lacktrans fat, and low in toawareness as opposedtheir salty counterparts.saturated fat. Very strong onlineHigh in sodium, onepresence. equivalent to 15serving ispotato chips. Hey Parents! campaign strengthens brand similarCompetition fromproductsattention 12. Competitive Analysis ChipsAhoy! isare not Chips Ahoy! a well-knownappealing willhealth-brand and to be celebratingconscious individuals.its 50th anniversary in 2012. Lack the same products and Wide variety of visualappeal bite sized cookies.smaller that TeddyGrahams has. by children They are favored Contains high fructosebecause they are a lotcorn syrup. most snacks.sweeter than 13. Strategic Decisions Communication Objectives, Target Audience Marketing Mix Communications Strategy 14. Communications Objectives The campaign aims to: Increase brand awareness of TeddyGrahams by 35% and brand loyalty by10% Increase customers conviction topurchasing Teddy Grahams by 25% Increase repeat purchases and brandrecommendation 15. Target Audience Geographics Demographics Young moms in Across Canada, the age of 20-30, focused on in families of 2 orbigger cities more people, middle income.Brand loyal Tech-savy, pricebuyingconscious, healthbehaviour, social conscious, media affectsconveniencetheir buying seeker behaviour Psychographics Behavioral 16. Brand Positioning Strategy Central Positioning StrategyTeddy Grahams have a majority of thesalient beliefs that consumers look forin a snack product.Strong product during its growthstage.Associated with a very strong label. 17. The Marketing Mix The Product: TeddyGrahams And snack size! Price: 2.89 10 oz. Place: Across Canada inSupermarkets(Superstore, Costco,Wal-Mart) 18. Examples of Past Promotions (2003) The most significantadvertisements were fromthe late 80s for TeddyGrahams Breakfast BearsCereal, as well as a limitededition product called TeddyGraham Rockin Bears Most recent ad on thetelevision was aired in 2003. 19. Marketing Communications Strategy Why Young Moms? Significant growth amongst younger female heads of household, middle-income families (between $30-70k annually) and larger household size with 3+ members (Ross, 2009) Why Tech Savy? 50% of all moms participate in social media using mobile devices Moms who participate in social media are 81% more likely to gain loyalty for the brand (Getting to Know the Social Mom, 2011) 20. Marketing Communications Strategy Why Central Positioning? They achieved tremendous success during the growth stages of the product. Many people look to non-salty foods, that are made with whole grain, and are low in trans fats. (The Canadian Consumer Market Analysis Report, 2010) Associated with a strong brand (Kraft) Is our Communications ObjectivesReachable? Through survey research, we have found that the average rating of awareness that Teddy Grahams had was at 5. We plan to make this at least 7 through this campaign. Association with a big label like Kraft, and being distributed to popular supermarkets already makes this objective viable. 21. Advertising Strengths Cost efficient to reach large audiences. Increases brand equity and awareness. Being under a stronger parent brand than the competition givesTeddy Grahams an edge in budget. Weaknesses Tracking data from Research Company Ipsos Reid shows Canadiansspend an average of 18.1 hours per week online compared with16.9 hours watching television Canadians television viewing dropped from 77 per cent to 73 percent between 1998 and 2010 Hard to break through advertising clutter. Takes up a large portion of the budget. 22. Direct MarketingStrengths Get instant feedback from customers. Create good long term relationships and brand loyalty Measurable resultsWeaknesses Large amounts of possible spillage or waste. Not as cost-effective as advertising. Can be seen as a nuisance 23. Sales PromotionsStrengths Mothers search the internet for promotions and discounts. (Women of Tomorrow, 2011) Almost 40% of active internet users visited coupon and reward sites (Nielsen, 2011) Still coming out of a recession, many consumers are still looking for ways to save their money Easily tracks engagement of the promotionWeaknesses Reduces ROI Adding discounts on items can lead to different perceptions of the value of the item. Consumers expect discounts, and will hold off on purchases without discounts. 24. Public RelationsStrengths Its a low-cost form of advertising. People tend to trust it more because it is from a reliable source. It reaches a broad range of peopleWeaknesses It is controlled by a separate entity. Possibility of bad PR could have a bad effect on product and companysimage. 25. Internet MarketingStrengths 68% of Canadians use the internet, with the average web user spending around 42 hours a month on Google. (Top of the pile for YouTube and Wikipedia use, 2011) 45% of North American respondents were interested in using social media for deals (Nielsen, 2011) In developed markets, 79% of social network users are 25 or older. The largest group is the 25-34 year old demographic - (Band, 2011)Weaknesses No clear guidelines on how to excel using internet marketing. A lot of clutter and ad blocks could prevent consumers from seeing your ads. 26. Leading tools and supporting tools Leading tools Advertising Internet Marketing Supported by Sales Promotions Public Relations Direct Marketing Supported by Sales Promotions and PR 27. Why? Why? Advertising is still a very strong form of advertising with a large reach and creates brand awareness. Internet Marketing is a great way to gain awareness and is an increasingly popular trend in North America. Promotions through social media will gain brand recognition and give conviction to buy. Public relations is needed to gain brand loyalty and brand awareness as well through more credible sources in the consumers eye. 28. The Message Message Design Contact Points and Message Sources Media Vehicles Scheduling of the Media Activities Budget Allocation 29. THE CAMPAIGN THEME Demographic we are targeting grew up withTeddy Grahams Emotionally appeals to nostalgic feelingmothers have when thinking of TeddyGrahams. Play on the fact that parents want theirchildren to grow up with the same productsthey loved. 30. THE CAMPAIGN THEME Tour across Canada from West to Eastcoast holding Teddy Bear Picnics. Through a tour bus filled with Kraft StreetTeam of 5. Targeted at suburban areas with a highpopulation of females in the 25-35 agerange. 31. THE CAMPAIGN THEME Individuals are more likely to supportcompanies that incorporate socialresponsibility in campaigns. The event will encourage kids and mothersto bring old unused teddy bears to theTeddy Bear Picnics for a free t-shirt,coupons and a package of Teddy Grahams. 32. Creative Strategyfor StakeholdersConsumers - Purchasers and users ofEmployees -Christie employees will beKraft products.informed about Submit a copy of theShareholders the anniversarycampaign through an internal memo.creative brief to outline how we will goThe memo will contain highlights ofhowabout launching the campaign andthe of the campaigns creative theme.it benefits them.Customers Kraft will work with the salesSuppliers - - . During sales calls, thesales representatives will informtorepresentatives of the supplierscustomers that they can bolster sales toensure that adequate stock is on handby ensuring that Teddy Grahams aremeet the expected increase in demandalways in stock during the anniversaryfor Teddy Grahams from the upcomingcampaign. s that supply Kraft with itscampaign.production requirements. 33. TV Advertising Radio AdvertisingPrint AdvertisingBus Shelter AdvertisingSales Promotion Direct Advertising Public Relations 34. DIRECTMARKETINGTravel across the are portraying here is that TeddyThe message we country to select cities with a highrate of mothers to help theirarea. Hold Teddy Bear asGrahams wants living in the children and the momsTeddy Bear Picnicpicnics within them entertainment, and help them thewell by giving the malls in sub-urban areas. Delivermessage thatItTeddyhelps fulfill the complete here tosave money. also Grahams are fun and arehelp.childhood aspect. 35. TV AdvertisingThe message through TV adswould be to convey thatTeddy Grahams promotes ahappier childhood, and thatchildren prefer it as asensible solution than othersnacks. Also promote thatno childhood is completewithout Teddy Grahams. 36. Bus Station Advertising The messages that will beportrayed through thisadvertising will bereminders that it is the25th anniversary as well asa playful poster design toremind parents andchildren of the childhoodmessage. 37. Magazine AdvertisingEmphasize fun, to catchchildrens attention. Alsoemphasize that its the 25thAnniversary and that it ispart of a childs life. UsingKrafts Whats Cooking?magazine cover to celebrateit, as well as normal printadvertising to emphasizeTeddy Grahams areessential to any picnic. 38. Radio Advertising The message in radio adswill be to build awarenessfor the upcoming event inthe city, where childrencan come and trade intheir old teddy bears for at-shirt, teddy grahamssnack pack, and a couponthat gives them a 50%discount for a pack ofTeddy Grahams. 39. Tour Bus Wrap around Ad This ad will feature TeddyGraham bears playing andhanging from windowsand peeking intowindows. The messageportrayed on the bus ad isthat Teddy Grahams is afun part of childhood andit will capture theattention of children andtheir mothers. 40. Online Sales PromotionTying in with social mediacampaign coupon codes willbe posted on twitter as wellas giving anyone who is afan of Teddy Grahams onFacebook a personalizedmessage that gives themcoupon pictures that userscan print out to getdiscounts. 41. Teddy Bear Picnic EventCouponsWhen children bring in theirTeddy Bears we will be ableto get a Teddy Graham shirtas well as a coupon that willgive them 50% off their nextTeddy Graham purchase. 42. Social Media MarketingCreate Twitter and Facebookpages so that it can increasethe awareness of our brand.Through our Twitter andFacebook pages we will beincreasing our interactionwith our customers as wellas answering any questionsthat moms have about ourproduct. 43. Mom Blog AdvertisementsThis is because it reachesour target demographicperfectly, targeting momswho are tech-savvy. Also,this is a great place foradvertising because themoms who are viewingthese blogs are highlyinfluenced by the peoplewho run it, this couldincrease action. . 44. Public RelationsOur public relationscampaign will be associatedwith the Teddy Bear Picnic,with the donations of oldTeddy Bears we will donatethem to local charitieswhere they will go to needykids. 45. Pretesting the Message Have groups of 10-100 women in a commercial screening lab. They will be presented with our Teddy Grahams Storyboard and 20 second Radio ad, advertising the Teddy Bear Picnic. They will take part in several comprehension and reaction tests. THE MESSAGE 46. SOURCE AND CONTACT POINTS The contact points of our The source of theadvertisements will bethrough buswill mainly messages shelter andskytrainfrom magazine come ads, the brandprint, internet Grahams. itself, Teddy marketing,television ads, and radioads. well as their mascot As There will be the Teddy Graham bearmultiple advertisementsthat willas a acting be located onbus shelters around thecities that we will bea fun spokesperson fortouring in. experience. childhood 47. Bus Shelter AdsBus station ads will run throughout the entire year. Using buses asa means of advertising is a great way to include reminder advertising in the campaign as buses provide the campaign with constant exposure. 48. Radio Station AdsAdult Contemporary stations received the highest percentage(27.8%) of listening time amongst women who are 18 and over. (Stats Canada) Therefore, there will be an Adult Contemporarystation selected in each of the targeted provinces. 49. TV AdA new cartoon commercial will be aired on a pulsing schedule throughout the anniversary year on the Slice network. 50. Print AdvertisingFact Book 2010 shows that 81-82% of Canadians ages 18-34 read amagazine in the past 30 days. Thus Teddy Grahams will be featuredin two magazines: Canadian Living and Whats Cooking. 51. MOM BLOGS AND SOCIAL MEDIA CAMPAIGNSMom blogs we will bebe used on a continuous schedule on top Social media will advertising a normal banner of theirthroughout theblogsThrough the use of a Teddysites, mom year. include, wwww.bloggess.comGrahams Facebook page and twitter account, and www. Dooce .com 52. ?But how much will this cost? 53. Budget AllocationTeddy Bear PicnicSocial Media EventPretestingBudget Breakdown 4%0% 1%Mom BlogAdvertising 1% TelevisionSales Promotions42% 25%Radio Advertising 1% Bus Shelter Ads 14% Print 12% 54. Evaluation At the Teddy Bear picnic event, there will be a sign-upsheet in order to receive coupons. We will then sendout a survey to the households by the given address viamail, or email. Also measure effectiveness by tracking the amount ofTeddy Graham sales in retail stores by the number ofUPC scans per store, effective after the date of thecoupons are expired. Tracking studies will be used to measure the effects ouradvertising had on brand attitude and purchaseintention. These will be taken at regular intervals overthe time frame of our campaign through surveys, mallintercepts and personal interviews. 55. Conclusion In such a highly competitive industry, it isimperative that Teddy Grahams takes advantage ofits 25th anniversary and leverages the excitementthat this important milestone brings Repeated exposure to the advertisements willincrease brand recognition, ad retention, andencourage brand loyalty and product trial orrepurchase. We want to generate positive brand associationswith the product, so mothers can recall their ownpositive memories enjoying Teddy Grahams. 56. TEDDY GRAHAMS 25Thanks for listening!ANNIVERSARY