Media Plan for Pedigree Dog Food

Executive Summary

Pedigree has asked us for a media plan to reach their designated target audience
on a national level with a budget of $40,000,000. I can say with full confidence we have
the best media plan to do just that. This one-year campaign starts in September 2014 and
finishes in August 2015. The target audience of the Baby Boomer population, is a
pretty interesting group they watch a lot of television, travel, and are on social media
websites. This media plan proposal uses a pulsing schedule; we feel it is necessary to
reach our target audience the best. The majority of the budget will be used in quarters two
and four and the least amount in quarters one and three. We will use a media dispersion
approach with several different key media types to include national broadcast, cable
networks, magazines, outdoor bulletins, in-store media, and the Internet. Some of the
media vehicles to be used include NCIS, Martha Stewart Living, Pawn Stars, top ten
media markets for bulletin ads, and click through on such websites as Google and
Facebook. We have carefully studied our target audience and have determined that this is
the best media plan to increase sales and revenue of the Pedigree brand as well as keep
our regular consumers attract new consumers to the Pedigree brand.

Consumer Profile
The target audience for the Pedigree dog product that has been selected by the
client is the Baby Boomer between 55-64 years old. The 2010 US Census Bureau
identifies the total population of both men and woman between the ages of 55 and 64 at
36,482,729 million.
According to MetLife Mature Market Institute 76 percent of the Baby Boomer
population are Non-Hispanic White alone, 10 percent Non-Hispanic Black alone, eight
percent Hispanic (any race), Non-Hispanic Asian alone and all other races at two percent.
The marital status of a Baby Boomer is high at 75.3 percent for men and 65.0 percent for
females. The education attainment for both men and woman is 60 percent that are high
school graduates, 53 percent of them has some college, 38 percent of them have a
Bachelors degree and 27 percent have a Masters Degree or higher.
According to MetLife Mature Market Institute the average size of the Baby
Boomer family is two members at 69.3 percent and 17.9 percent with a family size of
three in the house. A percent of a non-family household with two people is 9.1 percent
and three is at 0.9 percent, and over 90 percent of Boomer families are homeowners. The
homeownership rate by family rates between the ages of 55 through 59 are as follows, a
married couple family is 90.9 percent, males living alone is at 59.3 percent and females
living alone is at 64.0 percent. The homeownership rate by family rates between the ages
of 60 through 64 are as follows, a married couple family is 92.0 percent, a male living
alone is 61.2 percent and a female living alone is 68.0 percent.
According to the MetLife report some of the average annual expenditures for
Baby Boomers between the ages of 55 through 64 are as follows. They spent the most

money on housing at an average of $17,611, followed by $9,377 for transportation, and

then personal insurance and pensions at $6,943. Food and alcohol spendings are at
$6,882.
According to the MetLife report, in 2008 the geographic distribution showed that
Older Bloomers represent five to eight percent of the population in every state in the U.S.
Likewise in 2008 the mean household income for married couple families between the
ages of 55-59 was $103,825 and for the ages between 60-64 the mean was $94,449. The
overall male householders income between the ages of 55-59 is $53,505 and the ages
between 60-64 was $43,332. The overall female householders income between the ages
of 55-59 is $42,817 and the ages between 60-64 was $39,746.
Most of the target audience works in management and/or professional fields
which is at 84 percent, the next highest was 41 percent work in sales and/or an office.
According to Pew Research Intern Project Generations 2010 90 to 100 percent
of Boomers between the ages of 55-64 have an email account, 80-89 percent are
searching the web for health information, 70-79 percent are on social networking sites,
60-69 percent are on a government website, buying a product, or making traveling
reservations, and finally 50-59 percent do banking online or watch a video. Over time we
have seen a 25 percent growth in Baby Boomers using social media network sites. The
typical Boomer gets his news from local TV news at 86 percent, 81 percent national TV
news, 51 percent online, 59 percent on the radio, 57 from local paper and 19 percent from
the national paper. Nielsens My Best Segments could best categorize the Baby Boomer
population as Blue Blood Estates, they are a family portrait of suburban wealth, watch

TV shows like CSI and Law and Order, go to football games and go on vacation, watch
HBO and drive a Acura RL.
Product Analysis
The product Pedigree is on a daily needed basis all year long for the target
audiences dog. Typically that is when the Baby Boomer will buy the product for their
pet dog.
The Pedigree brand carries both dry and wet dog food in which they offer a
variety to fit dogs needs. Pedigree has over nine different dry dog food products that are
specific to the dogs such as healthy joints to healthy weight. Pedigree also sells many
different variations of dog food for a specific dog whether your dog is puppy or a senior,
active or sensitive, Pedigree has it. As we know Pedigree dog food has been around for
many years and throughout their history Pedigree have done a lot of advertising ads.

Courtesy of Mars.com

Courtesy of Google Images

Above you have an ad from 1964 that was one of there best ads stating that Pedigree is
the best period. To the left is one of there one of there newer campaigns that pedigree has
been doing which is tired to there main slogan Dogs Rule campaign is that when you
buy a Pedigree product they donate money to pet shelters to help pets get adopted. One of
the best things that pedigree has to there brand is the bright yellow it is an eye catcher and
is something that benefits the company as in it helps customers remember the color and

the brand when shopping for dog food. One of the unique things about Pedigree is
continued support to help find loving homes.
Company Profile
The Pedigree Dog Food product has been around for over 70 years and is owned
by Mars, an American global manufacture. Frank C. Mars is the one to start Mars it was
William Wrigely Jr. who founded Mars in 1891 when he moved to Chicago at the age of
29. Currently Paul S. Michaels is Mars, Incorporated, and CEO. Mars is more famously
known for their chocolate candy like M&Ms and Snickers. Mars is a private company
and with revenue of well over $33 billion dollars. In 1957 Chapple Ltd was renamed to
Pedigree Pet foods Ltd. Pedigree is pet product of mainly dog and cat food. People that
buy Pedigree tend to own a pet. Mars is a global company and is all over the world. Their
headquarters in the United States are in McLean, Virginia. According to the Pedigree
Foundation Statement of Financial Position as of December 31, 2010 the total revenues
was at $1,392,098.
Competitive Analysis
Pedigree has many competitors but there number one competition is Purina.
Purina is the number one seller in pet products and host a national television show in
September called the National Dog Show. Purina is so competitive to the brand
because they offer the same products and have the same philosophy of having a healthy
pet. Purina also sells more product treats for the dog and the cat. Purina has also been
around 80 years along with Pedigree so its a well-known brand. Another competitor to
Pedigree is Alpo and Beneful dog food, which is owned by Purina. According to their
website Purina exceeds $30,000,000 in annual investments across the company in pet

welfare and pet communities. Eukanuba is another food competitor to Pedigree dog food
they are owned by Proctor and Gamble that was established in 1969, Proctor and Gamble
is one of the top advertiser in the United States. When in comes to competitive
advertising Purina does a lot of advertising towards there products and promote there
products more that Pedigree does.
Market Analysis
In the market environment one of the biggest developing stories according to
The Enquirer is that Proctor & Gamble (P&G) is selling Eukanuba, Iams, and Natura to
Mars Inc. for 2.9 billion in cash. According to Euromonitor the growth of dog food
continues to grow and is predicted to go up three percent in 2015. I think the term pet has
taken on a whole new meaning. They are no longer pets they are part of the family as the
Baby Boomers changed that, they are no longer outside dogs they are inside dogs as well
and that is great for the market of a dog food brand. Dogs are being breed for some many
great services, which include but not limited to things like a therapy dog to comfort dying
children, service dogs to be on duty for someone who needs aid of some kind, Seeing Eye
does for the blind, and police dogs. These are just some of the things that we see the
potential for a great marking environment for pet owners. We see more and more pet
adoption places for people to buy a pet, which is good and bad for the market because at
the end there could be to many pets to per house that wants a pet. These are some of the
reason why its great to be selling dog food at a time like this, its true what they say
mans best friend.

Media Plan Objectives

Target Audience:

Concentrate message delivery toward current and potential users of Pedigree, with
primary emphasis on men and women, ages 55-64, who live in suburban areas,
and who have a household incomes of $45,000 plus. Members of the Baby
Boomer generation, the target audience works in an office or in management, or
may possibly be retired. They are very health conscious at this point in their lives
and equality concerned with their pets health.

Geographic:

According to a geographic distribution of the year 2008 our target audience

represents holds five to eight percent of the population in every state in the United
States. Therefore our national campaign well capable of reaching our target
audience, and reaching our target frequency. Our target audience lives in every
state in the U.S. Therefore, the Pedigree media plan is designed with national
reach as well as some spot advertising we feel necessary to reach out target
audience. Traditional and non-traditional media types and vehicles will be
scheduled through nationally recognized media organizations to distribute the
advertising message evenly.

Scheduling:

This is a 12-month national campaign beginning September 2014 and ending in

August 2014, and will feature a pulsing schedule. Advertising will be at its
highest level during the third and fourth advertising quarters. Its been determined
that advertising at the highest level during the months of September, November,
and in the summer due to national events like a dog shows, hunting test for dogs
on national television and when traveling season is high, with leveled amount of
advertising during the rest of the months.

Creative:

The focus of the media section will be designated to complement the emotional
and creative direction of the consumers purchasing of the Pedigree dry dog food
for there pet/pets

Reach/Frequency:

To generate a minimum 80 reach of the target audience (36,482,729 individuals)

which represents 29,186,183 individuals at a frequency of 4 + during at 13, 4week advertising periods. This represents an average frequency of 52 for the
entire campaign time frame.

Budget:

To utilize the $40 million media budget in an effective and cost efficient way,
averaging approximately $1.37 per person. This should result in a total of 4,160
GRPs.

Media Strategy
Based on the media objectives and consumer profile of our target audience, the
Baby Boomer between the ages of 55-64, the best media strategy for the Pedigree Media
is Dispersion. Pedigree is not known as the top dog food product sold in the United
States, but is ranked second to Purina.
In order to reach our frequency the best approach is to use different combinations
of media based on our consumers use of media. Baby Boomers watch 22 minutes a day
more TV than the younger population, they also watch the news and watch shows like
Blue Bloods and Dancing With the Stars. The target audience is also watching a lot of
cable television such as Pawn Stars and American Pickers. Another media type to be used
is the Internet as we have seen in the consumer profile the Baby Boomer is on social
media websites, health websites, and making travel reservations. Another media type to
be used is the in-store media with careful placement geographically we be able to reach
out target audience. Another type will be out door with carful spot advertising
geographically, placing the ads where our target audience is more likely to see the ad
more. Magazines and newspapers will also be look at carefully for the right placement
and time to put in an advertisement.

Media Tactics

Cable Television:

Food Network, HGTV, TBS, USA Network,

History Channel, USA Network, Fox News, ESPN

Cable TV provides a highly segmented audience and aligns well with our target market.
Our audience loves to watch drama genre and key to watching shows during primetime
because that is when they are home. These prime time shows we picked are consistence
in what the target audience loves to watch, original programming dramas, professional
sports, comedy. Pedigree Advertising will place spots on selected programs such as Pawn
Stars, Chopped, American Pickers, and the OReilly show.
Cost: 180 30-second spots

Network Television:

$6,958,800

ABC, CBS, NBC

National television is the most poplar media type for our target audience; Baby Boomers
love to watch television. Therefore with the selected national networks we will schedule
most of primetime and early morning with our ads. We will advertise during the dog
shows like the National Dog Show, and the Westminster Kennel Club Dog Show.
The national network host original programming to include, dramas, news, and
professional sports. Pedigree advertising will place spots on selected programs such as
NCIS, Scandal, 60 Minutes and Blue Bloods.
Cost: 94 30-second spots

$14,612,365

Internet:

Google, Yahoo, Amazon, Facebook

The Internet is key is targeting our target audience. The target audience spends a good
portion of their time on the Internet. We have selected to use the click through rates to
reach our target audience we feel they spend their time on selective website shopping,
researching health tips, and booking reservations for travel. Pedigree advertising will use
the websites Google, Yahoo, Amazon, and Facebook as the selected click through rates to
reach our target audience.

Cost: 6,800,000 Click throughs

$6,020,000

Magazines:
Our consumer does do reads magazines and have subscriptions to magazines they feel are
necessary for them to have. Mostly the consumer reads magazine with tips for travel and
health so with that in mind we have decided to place ads in magazines such as National
Geographic and Readers Digest.

Cost: 20 4C/Full Page

$3,055,320

Out-of-Home Outdoor Billboards:

Clear Channel Media

Billboards are a great reach for our target audience because they love to travel, be
outside, and still have to commute to and from home. We will be able to have good
quality production, wide coverage of different markets, and 24-hour exposure. We will
negotiate with Clear Channel Media to reach the top ten markets in the United States with
an average reach of there population, these ads will be a valuable media type. A total of
424 boards will be places as spot advertising in specific markets to include New York,
Los Angeles, Chicago, Philadelphia, Dallas Ft-Worth, San Francisco, Boston,
Washington D.C., Atlanta, and Houston.

Cost: 14 x 48 Bulletins

In-Store Media:

$3,750,629

Blue Line Media

In store media is a great way to reach our target audience. In-store media will consist of
shelf advertising and shopping cart advertising. Everyone has to go the store to pick
something up, so its a great way to remind our target audience as well as other
consumers to pick up our Pedigree product. We will negotiate with Blue Lime Media to
reach a special population in different cites throughout the United States.

Cost: 3,000 Shopping Cart/Shelfs

$3,600,000

Works Cited
Solutions . (n.d.). Segmentation. Retrieved June 12, 2014, from
http://www.nielsen.com/us/en/nielsen-solutions/segmentation-strategy.html
Demographic Profile Older Boomers. (n.d.). Overview of Americas Older Boomers in
2009. Retrieved June 11, 2015, from
https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-older-boomerdemographic-profile.pdf
ZICKUHR, K. (n.d.). Major trends in online activities. Pew Research Centers Internet
American Life Project RSS. Retrieved June 11, 2014, from
http://www.pewinternet.org/2010/12/16/major-trends-in-online-activities/
Mars Food | Masterfoods, Uncle Ben's, Dolmio, Ebly & Seeds of Change | Mars.
(n.d.). mars.com. Retrieved June 12, 2014, from
http://www.mars.com/global/brands/food.as
Age and Sex Composition: 2010. (n.d.).Age and Sex Composition: 2010. Retrieved June
11, 2014, from http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf

"2010 FOUNDATION ANNUAL REPORT."2010 FOUNDATION ANNUAL REPORT.
N.p., n.d. Web. 28 June 2014. <http://www.mars.com/global/assets/docum