Kashi Frozen Pizza Media Plan Team 11 Angelique Brown-Wiggin Blake Simon Ellie Steen Jonathan Schmidt JONATHAN: INTRO

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

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

Market Situation Top 5 CDIs: Youngstown Atlanta Chicago Portland CITY % Population % Category Sales % Brand Sales CDI BDI Atlanta 11.16 13.08 10.97 117 98.3 Boston 11.94 12.54 10.72 105 90 Chicago 17.36 19.3 16.4 111 94 Fort Myers 2.4 2.61 2.23 109 93 New York 37.64 34.45 39.47 92 San Francisco 12.35 9.78 13.07 79 106 Youngstown 1.39 1.84 1.32 132 95 Portland 5.76 6.4 5.82 101 Top 5 CDIs: Youngstown Atlanta Chicago Portland Fort Myers ANGELIQUE

Lifestyle & Demographics 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 ELLIE

Target Audience Behaviors/Attitudes Media Usage 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 ELLIE

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

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

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

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 PRESENTER: Jonathan

A: Martha Stewart Living/People Media Flight Chart Kashi Media Plan Plan for YR 2015 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 TV Local & Spot Television NBC X PBS Food Network Publications A: Martha Stewart Living/People B: Gourmet, Working Mother Radio Station A Outdoor Billboard A Billboard B Other PR Internet PRESENTER: Jonathan