Project 5 JOMC 172 Spring 2005

Sun-Maid ® International The #1 Brand of Raisins Worldwide Consistently unsurpassed superior quality. Consistently unsurpassed superior quality. The Global Leader In: The Global Leader In: Market Share Market Share Distribution Distribution Volume Volume Consumer Recognition Consumer Recognition Consumer Confidence Consumer Confidence Exported to more than 50 countries around the world. Exported to more than 50 countries around the world. Industry leader in environmentally-friendly packaging innovations with a wide variety of package sizes and languages. Industry leader in environmentally-friendly packaging innovations with a wide variety of package sizes and languages. Strong network of brokers and distributors to meet customer needs quickly and professionally. Strong network of brokers and distributors to meet customer needs quickly and professionally. Professional staffs of technical support and new product development personnel. Professional staffs of technical support and new product development personnel. SOURCE: SunMaid.com

America’s Favorite Raisin 61% Share! #1 in Natural Raisins Six out of every ten raisin packages sold each day are Sun-Maid raisins. #1 in Natural Raisins Six out of every ten raisin packages sold each day are Sun-Maid raisins. SOURCE: IRI U.S. Food Markets 24 weeks ending April 20, 2004.

Yogurt Raisins - 35% Share Fastest growing segment of the raisin category. Fastest growing segment of the raisin category. SOURCE: IRI U.S. Food Markets 24 weeks ending April 20, 2004.

Dried Fruit Category leader with 50% share. Category leader with 50% share. Used as snacks and in recipes. Used as snacks and in recipes. New products drive new customers to the dried fruit section of supermarkets. New products drive new customers to the dried fruit section of supermarkets.

Healthy Nutrition for Children & Adults

Percent Sales by Month (Sun-Maid brand - all products) August6.8February6.4 September11.6March6.5 October19.6April5.0 November12.1May2.6 December13.5June1.7 January12.5July1.7

Seasonality Issues Year-round sales as snack items and recipe ingredients. Year-round sales as snack items and recipe ingredients. Lower sales in summer months due to ready availability of fresh fruit. Lower sales in summer months due to ready availability of fresh fruit. Aug-Sept sales are heavily snack related, particularly for children. Aug-Sept sales are heavily snack related, particularly for children. October sales are particularly high for Mini-Snack packages for Halloween. October sales are particularly high for Mini-Snack packages for Halloween. Nov-Jan sales reflect increased use for cooking as well as snacks. Nov-Jan sales reflect increased use for cooking as well as snacks. Feb-May sales are heavily snack related for adults, particularly those interested in healthier eating, dieting, or active lifestyle. Feb-May sales are heavily snack related for adults, particularly those interested in healthier eating, dieting, or active lifestyle.

Marketing Objectives Maintain market leadership in raisin and dried fruit categories: Maintain market leadership in raisin and dried fruit categories: - Increase market share for raisins from 61% to 65% nationally. - Increase market share for yogurt raisins from 35% to 45% nationally. - Increase market share for dried fruit from 50% to 53%.

Marketing Strategies Use an integrated communications and merchandising plan to increase market share by building brand awareness, driving trial and repeat purchases throughout the year: Use an integrated communications and merchandising plan to increase market share by building brand awareness, driving trial and repeat purchases throughout the year: - aggressive consumer sales promotions - cents-off coupons & bonus packs - free recipes & recipe booklets - award-winning national consumer advertising - Supporting promotions - During non-promotional periods as well - effective merchandising, including POS and display materials

Advertising Creative “Natural Snack” theme targets multiple segments “Natural Snack” theme targets multiple segments - Mothers with children (Raisins, Yogurt Raisins). - Homemakers who cook, particularly for holidays (Golden Raisins, Cherries). - Fitness/Health/Nutrition-minded (Raisins, Dried Fruit).

Recommended Promotional Strategy 1-3 month promotional period Trade promotion of merchandising and POS materials for retailers before promotional period. Trade promotion of merchandising and POS materials for retailers before promotional period. National distribution of coupons at beginning of promotion. National distribution of coupons at beginning of promotion. National advertising support throughout promotional period. National advertising support throughout promotional period. On-pack coupons to encourage second purchase. On-pack coupons to encourage second purchase. Recipes on packaging; on-line recipe booklet offer. Recipes on packaging; on-line recipe booklet offer.

Your Assignment Develop a U.S. consumer media plan consistent with achieving the marketing objectives of Sun- Maid. Develop a U.S. consumer media plan consistent with achieving the marketing objectives of Sun- Maid. - Time period: August July Budget: $7,300,000. (Includes purchase of time/space for sales promotions as well as advertising.) - Deadline: noon, Tuesday, May 3 in Carroll Hall room 233. LATE PROJECTS WILL NOT BE ACCEPTED!

Special Requirements Sales Promotions You may schedule a maximum of 4 promotional periods throughout the year. You may schedule a maximum of 4 promotional periods throughout the year. A promotional period can last a minimum of 4 weeks / maximum of 2 months. (You may have one, but only one, promotional period of 3 months if you wish.) A promotional period can last a minimum of 4 weeks / maximum of 2 months. (You may have one, but only one, promotional period of 3 months if you wish.) A maximum of 25% of the budget may be used to deliver coupons. (There is no media cost for on- pack coupons.) A maximum of 25% of the budget may be used to deliver coupons. (There is no media cost for on- pack coupons.) Assume that trade promotional activities are a separate budget item and will be coordinated with your plan. Assume that trade promotional activities are a separate budget item and will be coordinated with your plan.

Additional Requirements Your presentation deck may have a maximum of five pages, including the cover page. Your presentation deck may have a maximum of five pages, including the cover page. You must include a detailed flow chart. You must include a detailed flow chart. If you use magazines, you must specify vehicles (using costs from MRI+). For other media, you do not need to specify vehicles. If you use magazines, you must specify vehicles (using costs from MRI+). For other media, you do not need to specify vehicles.

Research / Cost Information MRI MRI CPP (Use Project 4 National & Spot Media Costs) CPP (Use Project 4 National & Spot Media Costs) FSI Cost/Distribution (Valassis) FSI Cost/Distribution (Valassis) $7.00 CPM (full-page) $7.00 CPM (full-page) $5.25 CPM (1/2 page) $5.25 CPM (1/2 page) Up to 59% HH reach Up to 59% HH reach Reach Tables (Use Project 4 National & Spot Media Reach Tables) Reach Tables (Use Project 4 National & Spot Media Reach Tables)

Honor Code This is a take-home, individual project. This is a take-home, individual project. Honor code is in full effect. Honor code is in full effect. It is a violation of the Honor Code to discuss this project with another student. Questions about the project should be addressed to the instructor via . Questions about the project should be addressed to the instructor via .