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EXECUTIVE SUMMARY Target: Female homemakers 25+ who cook and/or have children; Female audience divided up based on product category Budget: $7.3 million appropriated; $7,263,639 used National media campaign with additional dollars in certain areas based on product category.
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EXECUTIVE SUMMARY • Target: Female homemakers 25+ who cook and/or have children; Female audience divided up based on product category • Budget: $7.3 million appropriated; $7,263,639 used • National media campaign with additional dollars in certain areas based on product category. • Primary Medium: National and Spot Radio • Secondary Media: Magazines, FSIs, Spot Network TV and Internet • 4 promotional periods: (1) back-to-school; (2) Halloween; (3) Holiday Cooking; (4) Healthy Eating Sun Maid® Media Plan Project 4 Team #2 April 15, 2004
Media Objectives • Target Audiences: Female Homemakers • Raisins: 45+ w/ household size 1-2 people; income $75,000 + • Dried Fruit: 45+ w/ household size 1-2 people; income $20,000-30,000 • Snacks: 25-44 married w/ children; income $40,000+ • Rationale: see chart • Geography: • Raisins: achieve a 4% market share increase nationally • Yogurt Raisins: increase market share by 10% nationally • Dried Fruit: maintain market leadership nationally • (Source: Marketing Objectives) Source: MRI data, Spring 2000 Project 4: Group 2 Page 2 of 5
Media Strategy MEDIA SELECTION Magazine • Dried Fruit: Quintile I – 114 (index), 22.2 (% down); Quintile II – 113 (index), 22.1 (% down) • Fruit Snacks: Quintile I – 114 (index), 22.6 (% down); Quintile III – 109 (index), 21.7 (% down); • Long life: anywhere from 1 week to a couple years; Sun Maid products are sold all year, with seasonality varying by the type of Sun Maid product. Magazines allow Sun Maid to continue building reach and brand awareness all year, fitting its sales pattern. • Pass-along readership: allows Sun Maid to reach more people and continue building reach throughout the year. • Selectivity: Sun Maid products have selective audiences and magazines have the ability to target specific audiences well. • Fine color reproduction: excellent color fidelity for food products like raisins, dried fruit and Sun Maid’s snack line. • Cents-off coupons: coupons in select magazines to attract a national audience (Better Homes and Gardens, Good Housekeeping, Parenting, The Saturday Evening Post and Traditional Home) Radio • Low Cost: Radio costs less than many other media, making it an ideal medium for Sun Maid’s limited budget • High Frequency: Radio’s low cost makes it possible to buy multiple radio spots and build frequency through repetition of radio ads. • Supporting Medium: Radio is a good supporting medium for Sun Maid’s print media. • Mobile Medium: Radio is the last medium that Sun Maid’s target audiences are exposed to before they enter retail stores. FSI • Cents-off coupons: encourages trial purchases • Target consumers: caters to low-income dried fruit market • Avid Sunday Newspaper Readership: the markets for raisins, dried fruit and snacks have over a 60% down readership Internet • Online promotions: Online recipe booklet offers • High reach, low cost Spot Network Television • Targets consumers: specific dayparts (AM and PM) target raisin demographic that is interested in the local, daily news Project 4: Group 2 Page 3 of 5
Sales Promotions • On-pack coupons to promote repeat purchasing • In-store displays • Point-of-sale displays • Cents-off coupons • Bonus packs • Recipes/ Recipe books • Co-branding • Web site Project 4: Group 2 Page 4 of 5
