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    Yoplait Greek

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    api-262805574

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    © All Rights Reserved
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    Yoplait Greek

    Uploaded by

    api-262805574
    182 views38 pages

    Original Title

    yoplait greek

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    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    182 views38 pages

    Yoplait Greek

    Uploaded by

    api-262805574

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 38

    Brittany Long, Devin Ward, Maia Noll,

    Rachael DeVries, Samantha Alisankus


    Greek Yogurt
    Our Goal
    Increase Yoplait Yogurt market share by 3%.
    Increase Yoplait Greek Yogurt market share
    by 20% through our integrated campaign
    using three key marketing drivers
    Brand Awareness
    Buzz
    Product Experience
    Primary
    Brand Awareness: Keeping the brand at the top of
    mind
    Buzz: 3rd party endorsement of a product, brand
    or service
    Secondary
    Product Experience: Allowing prospects to
    interact with and use products before purchasing
    Key Marketing Drivers
    Women (126)
    Age 18-49 (113)
    Attended College (107)
    Have one or more kids (118)
    Interested in active and
    healthy lifestyles (117)
    Likes the idea of travel (130)
    Target Recommendation
    United States:
    Targeting the West
    Healthiest region in
    the United States
    Second highest
    likelihood to use rate
    27.3% of Population
    Geography
    Effective Frequency Planning
    multiple exposures
    short period of time
    Traveling from place to place, want to hit current
    location hard given short time span per location.
    Planning Recommendation
    Focus heavier advertising
    in January - June
    This will reach our target
    audience by appealing to the
    New Years resolution and
    bikini body mindsets
    This timing will also work in
    conjunction with our promo
    event
    Timing
    Television: wide reach/expensive
    Print: narrow reach/expensive/localized
    Online:wide reach/cheap/flexible
    Radio: wide reach/localized/cheap/flexible
    Promo: narrow initial reach/ localized
    Media Mix Recommendations
    Strengths:
    Drives Foot Traffic
    Can Be Bought Quickly and Message Changed Quickly
    Targets Specific Lifestyles
    Highly Localized - Specific Geographic
    Market Drivers:
    Brand Awareness
    Buzz
    Radio: Marketing Drivers & Strengths
    Strengths:
    Mass Coverage/Reach (96.7% American owns
    television)
    Multi-Sensory Appeal & Stronger Lasting Impact -
    text, audio, and motion
    Market Drivers:
    Brand Awareness
    TV: Marketing Drivers & Strengths
    Strengths:
    Highly Targeted
    Allows Heavy Copy Messages
    Magazines Have Long Shelf Life (stay in home for more than
    a month or so)
    Tangible (consumers can touch advertisement as long as
    they want)
    Market Drivers:
    Brand Awareness
    Buzz
    Print: Marketing Drivers & Strengths
    Strengths:
    Measurable Outcomes
    Low Cost compared to other mediums
    Easy Targeting Methods
    Versatility / Interactivity
    Speed (able to make an advertisement and then display in
    less than a day)
    Market Drivers:
    Brand Awareness
    Online: Marketing Drivers & Strengths
    Strengths:
    Get people to try the product
    Make Greek Yogurt seem more versatile and not just a
    breakfast snack
    Easy Targeting Methods
    Interactivity
    Market Drivers:
    Brand Awareness
    Buzz
    Product Experience
    Promo: Marketing Drivers & Strengths
    $42,000,000
    Recommended Budget
    20% Growth Rationale
    West Only:
    $12,229,045.80
    Nation (Not
    including West)
    $29,203,687.11
    National Vs. West
    Traditional and nontraditional
    mix
    Traditional
    Television - 85.2%
    Print - 5.5%
    Radio - 3.0%
    Nontraditional
    Online - 1%
    Promo - 3%
    Media Mix Breakdown
    3% of Total Budget
    $716,577
    Promotional Event
    Greek Yogurt Food Truck ($85,000)
    6 Month Tour
    Stops in 6 Cities for food festivals (for example Las
    Vegas Foodie Fest, and Seattle Street Food Festival)
    Celebrity appearance/advocate/spokesperson -
    Jillian Michaels - represents Moms, the face of the
    competition, comes to every city ($300,000)
    Samples ($30,000)
    Yoplait Food Truck
    1. Seattle, Washington
    2. Portland, Oregon
    3. San Francisco, California
    4. Las Vegas, Nevada
    5. Salt Lake City, Utah
    6. Denver, Colorado
    Food Truck Cities
    Giveaways/Coupons (samples)
    Spokesperson Jillian Michaels
    Achilles 5K at each festival run by
    Jillian Michaels
    In Between festivals parked at
    Grocery Stores (Walmart, Target,
    Rainbow, Cub)
    Within each City
    38.6% of budget
    $16,186,950
    NATIONAL ADVERTISING
    86% $13,923,000
    WEST ONLY ADVERTISING
    14% $2,263,950
    Overall 37.2% $6,023,160
    Television Budget
    Network - 24.4% -
    $10,657,600
    Cable - 27.9% - $11,700,000
    Spot - 31.9% - $13,416,000
    TV Budget Breakdown
    ***Percentages in graph represent the total television
    budget
    Cable
    52 weeks @ 30 TRPs = 1560 TRPs
    Spot
    evening news: 26 weeks in the West/ 26 weeks
    National @ 25 TRPs = 1040 TRPs
    Network
    daytime: 52 weeks @ 30 TRPs = 1248 TRPS
    TV Daypart & TRP Breakdown
    Total Spent on Print
    5.5 % of Total Budget
    $2,290,799.78
    Newspaper:
    4.4%, $1,844,592
    pg black & white
    12 weeks
    15 TRPs/week @ 12
    weeks = 195 TRPs
    Newspaper Breakdown
    Y
    O
    P
    L
    A
    IT

    H
    E
    R
    E
    Magazine Breakdown
    Magazines .5% of total budget - $223,104.00
    Health (9.7 TRPs x 6 months) = 252.2 TRPs @
    $111,340.21
    Cooking Light (9.1 TRPs x 6 months) = 236.6
    TRPs @ $44,176.44
    Oprah (16.1 TRPs x 6 months) = 418.6 TRPS @
    44,347.80
    Family Circle (14.2 TRPs x 6 months) = 369.2
    TRPs @ $23,239.44
    About 6 months (last half of the year: back to school,
    coming up on the holidays, after the tour)
    3.0% of budget -
    $1,259,360
    AM Drive
    11.9% - $629,680
    PM Drive
    11.9% - $629,680
    Total Spent on Radio
    1st half of the year (Jan-June) to advertise
    our promo event
    Focus advertisements on Alternative Rock
    and Top 40 stations
    Radio Breakdown
    1.1% of budget - $1,462,396.13
    Display
    $731,198.07
    Video
    $731,198.07
    Total Spent Online
    Womens Lifestyle -
    33.3%, $243,732.69
    Portals - 33.3%,
    $243,732.69
    Social Targeted -
    33.3%, $243,732.69

    Online Breakdown - Display
    Online Breakdown - Video
    Womens
    Lifestyle - 50%,
    $365,599.03
    Portals - 50%,
    $365,599.03
    Owned
    Website- Map of where the food truck is
    Facebook- Incorporating with Food festivals
    Twitter- Specific for traveling food truck
    Owned Media
    Earned
    Engagement/Interactions
    Food, fitness, mommy Bloggers
    Media Coverage
    FB/Twitter/Instagram Photos
    #YoplaitGreekDash
    #DashforYoplaitGreek
    #YoplaitGreek
    Earned Media
    Commercials and advertising based on
    tour
    Documentation (network and cable
    television)
    Advertising Moving Forward
    Questions?
    Conclusion

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