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Kashi Frozen Pizza Media Plan

Explore Kashi's frozen pizza, offering wholesome ingredients for families on-the-go. Learn about the brand's growth opportunity in the health food market through a strategic media plan targeting working parents concerned about their family's health.

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Kashi Frozen Pizza Media Plan

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  1. Kashi Frozen PizzaMedia Plan Team 11 Angelique Brown-Wiggin Blake Simon Ellie Steen Jonathan Schmidt

  2. Market Situation • “The Kashi Story” • Well-known brand • Established in the health food market • New opportunity for growth

  3. Market Situation • Kashi’s Problem: • Aggressive sales goal • Needs to take market share from competitors • “Cardboard Effect”

  4. Market Situation Top 5 CDIs: • Youngstown • Atlanta • Chicago • Portland • Fort Myers

  5. Target Audience Lifestyle & Demographics Families: 2-3 Children: 123, 120 Ages 6-17 years: 120 Within Last 6 Months: Frozen hot snacks: 156 Frozen pizza: 195 In the last 30 days: Prepared dinner for children: 157

  6. Target Audience • Behaviors/Attitudes • Working parents on-the-go • Suburban life • Concerned about children & family’s health • Don’t always have time to cook • Media Usage • Listen to the radio in the car and see billboards • Watch popular, prime-time TV together (The Voice) • Mom reads magazines at the end of the day

  7. Creative Brief Positioning To frozen pizza consumers, Kashi is the brand of healthy frozen pizza that delivers wholesome, naturally delicious ingredients.

  8. Creative Brief • Competitors’ Positioning • Ostrow Score = 2.6 • Marketing Factors = +.6 • Copy Factors= =-.5 • Media Factors= -.5 • Reach vs. Frequency

  9. Media Objectives Share of Voice Top Media Spenders: DiGiorno 63% Lean Cuisine 25% Healthy Choice 6%

  10. Media Objectives • Budget = $16,607,600.00 • Measure Reach • Media: • TV – popular TV shows • Publications - Mom’s favorite magazines • Radio – popular stations that reach target • Outdoor – billboards (specific placement) • PR – tailgating at games, grocery store sampling, Food Network segment • Internet – social media, website

  11. Media Flight Chart

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