Gluten-free Crispers IMC Plan



Gluten-Free Crispers Integrated Marketing PlanTable of ContentsTitle HeaderPage NumberExecutive Summary2Corporate History3Crispers SWOT & Competitive Analysis4Product, Price, Placement & Promotion7Target Market Analysis8Public Relations Audit11Marketing Goals & Objectives13Advertising Plan- Creative #115Advertising Plan-Creative #217Media Plan19Online & Interactive Plan21Sales Promotion Plan22Public Relations-Event Marketing Plan23Budget Breakdown25Appendix26Bibliography34Executive SummaryToday, Canadian consumers are becoming more concerned about their health and becoming more aware of their own food allergies and intolerances. As a result, gluten-free products are experiencing a double-digit growth (Food Manufacturing: Consumer Trends, 2013). According to a Food Manufacturing article “The global gluten-free product market is projected to reach a value of $6 billion by 2018…gluten-free snacks contributed about 20% in the gluten-free market. North America contributed to about 59% share in the global gluten-free product market.” (Food Manufacturing: Consumer Trends, 2013) Due to these statistics, the demand for new products and a variety of gluten-free products is increasing in the Canadian market. Existing companies are beginning to actively introduce new products with different ingredients and flavours to meet the need of their consumers.Christie’s Crispers is a Canadian brand that has enjoyed a long and strong reputation, but in order to maintain and grow its market share it needs to follow the current consumer and health trends to meet the needs of their target market and potentially create a new and wider customer base. The launch of Gluten-free Crispers would not only meet the growing demand for gluten-free snacks, but provide Crispers with a fresh and updated marketing campaign to not only appeal to the current target market but the younger generation who may be unfamiliar with the brand. This plan outlines clear communications objectives, strategies and tactics to raise awareness both of the launch of Gluten-free Crispers and the brand itself. This campaign launch will turn Crispers’ target audience’s opinion from being just another snack/ junk food to a guilt free but delicious snack food they can feel good about not only eating themselves, but giving to their family. Gluten-free Crispers will address these issues through television advertising, online advertising, promotional advertising etc. These integrated marketing communications will be used to achieve the marketing and communications objectives of this plan as well as address some of the issues and challenges surrounding the implementation and success of launching Gluten-free Crispers.Corporate HistoryThe Christie Crispers Product, now owned by Mondelez International is a 100 year old Canadian brand. The brand now known as Christie was established in 1878 by a baker of Scottish descent named William Christie. He built his business on the premise that customers deserved high quality products with the best ingredients. He became world re- known for his high-quality biscuits (Mondelez, 2013). Fast forward 135 years the company once known as Christie, Brown and Co. is now owned operated by Mondelez International.Mondelez International was launched on October 1st, 2012 and is a new company in both name and strategy. It was formed as a demerger from Kraft Foods Inc. and renamed Mondelez which means “delicious world” (Mondelez, 2013). It has been refocused as an international snack and confections company. Mondelez boasts that they own and operate 9 billion dollar brands and hold the No. 1 position globally in biscuits, chocolates and candy (Mondelez, 2013). (To see company mission statement and mantra refer to appendix A)The Christie’s product Crispers first appeared on shelves 22 years ago (Macleans, 2012). It is the grandfather product to all the hybrids of chips and crackers which have emerged more recently. Crispers have been successful based on their marketing as "baked not fried" and their uniqueness, as in "they're not chips, they're not crackers, they're Crispers". Now in 9 flavours: All Dressed, Sour Cream & Onion, Dill Pickle, Barbecue, Ranch and Salt & Vinegar, Crispers has been portrayed as a great snack alternative. Crispers contain 0 trans-fat and carry the Sensible Solution flag because they are low in saturated fat and cholesterol-free. Mondelez International is currently one of the world’s largest snack companies, with global net revenues of $35 billion in 2012. They manufacture and market their products in 165 countries around the world and have leading market shares in every category and every region of the world where they compete. North America is their 2nd highest consumer of Mondelez products at 20%, while Europe leads at 39%. The introduction of Gluten-free Crispers is the next vital step as marketing the product as the ultimate “alternative snack”. Gluten-free Crispers fall under the company’s biscuit category which is its most profitable group of products and currently brings in 32% of the business in revenue (see appendix C for pie chart)(Mondelez, 2013). Currently, Crispers is sitting in fourth place, owning 11.9% of the Canadian market share in the cracker industry (for the Canadian cracker market share, refer to appendix E)(PMB, 2013). As more and more consumers are shifting away from products with enriched wheat flour due to allergies and various health concerns, Gluten-free Crispers would be an attractive option for the health conscious consumer and perfectly coincides with Mondelez International’s mission. Gluten-free Crispers would be the company’s next step in brand expansion in order to help capture a greater market share within the healthy snack demographicCrispers S.W.O.T and Competitive AnalysisThe original Crispers product has been analysed based on its strengths, weaknesses, threats and opportunities in comparison to two of its competitors. For the purpose of this report, Crispers has been compared to the similar cracker/ chip products recently launched by Breton and Kelloggs. A full SWOT and competitive analysis and comparison chart of these three products can be found in the appendix (refer to appendix D). The Crispers SWOT analysis is as follows:Strengths-Only 90 calories per 15 crackers, 4 grams fat.-Strong name-Crackers, but they taste like chips-Crispers are officially Canadian-Satisfies salt cravings, more filling than chips-Advertised as being “baked not fried”-9 flavours available including zesty jalapeno-Metallic, bright eye catching packaging-Easy to open, thicker packaging than chips for more protection (Crispers can’t be crushed as easily)-Re-sealable packages to lock freshness and flavour-Been on shelves for 22 years.-The Christie Brand name is over 100 years old-Originally a Canadian founded company, associated with iconic Canadian Girl Guide Cookies-Mondelez International who now owns Christie advertises that their mission is to motivate people to enjoy what they eat and still enjoy a healthy lifestyle. Support people to make healthy choices.-Crispers fall under the company’s biscuit category which is its most profitable group of products at 32% of the total business revenue-Mondelez markets their products in 165 countries, and has the lead market share in every market that they compete.-Crispers is a Canadian household name, it’s the brand that sells it-Fairly standard price of $2.99- $3.69 depending on store.-Sensible Solution Flag-Unique and fun shape-Facebook page -200 grams per bagWeaknesses-Very little to no advertising in T.V, radio or print ads anymore-T.V commercials were done in the early nineties but have completely dropped off-Advertising is limited to on the actual package, recently it has been marketed to “Intense Baked Snacks”-It tastes like a chip, but is a thicker texture and does not pair well with dip-Although low in fat and calories, also low in nutritional value-Has all the popular chip flavours minus Ketchup-Mondelez has implemented strict guidelines on not advertising to children under a certain age-Do not come in small snack size packages-Product is usually placed in the snack aisle alongside chips rather than the cracker or health food aisle-Only sold in Canada-Cracker like, but not a product that one would serve with a cheese on top or a spread-Not associated with high end products that would accompany a regular cracker. Ex. Wine and cured meats-Absent in the social media world-Most often found in the snack aisle-Only 407 likes on Facebook which was created in 2010, very few posts and promotions postedOpportunities-There is has been a large shift in Canadians attitudes towards healthy eating -Trends in the school system have been towards promoting healthy eating and educating families on packing nutritious lunches. Students who eat foods high in sugars (white flours) have sugar crashes and difficulties concentrating.-Parents are looking for convenient and healthier snack alternatives for their children. -Advertising focused on targeting parents- Gluten-free Crispers would fit the criteria and still taste like a “junk food” snack to children.-The dangers of white flour are becoming more and more of concern to consumers.-Crispers have already been promoted as a healthier snack alternative to chips and products commonly perceived as junk food, this ideology can be taken a step further to create a new healthy snacking campaign using Crispers-Potential to re-invent Crispers as a healthy snack alternative using social media and trends in technology to connect with demographic and attract new markets-Expand and improve the Facebook page and postings to be sure to constantly interacting with consumers-New and creative flavours can be launched similar to LaysThreats-Kellogg’s has just launched their “Cracker Chip” available in 5 flavors-Kellogg’s has been to continuing to market their brand as health conscious and a part of an active lifestyle. Their version of the cracker chip is their latest attempt to branch out into the snack category-Breton (iconic cracker brand) has launched their version called “Popped”-Rice products such Quaker rice chips are very similar products in that they are a marketed as a healthy alternative to chips, but these products are already gluten free-Pretzel like products which are perceived as a chip alternative but are still enjoyed with dipsDeductionsThe media’s attention to the obesity epidemic, heart disease and diabetes have been an enabling factor in promoting healthier snack alternative such as Crispers to both individuals and parents. With the current trends towards healthy living and an active lifestyle, Kelloggs and Breton are two examples of brands that have jumped on the cracker chip bandwagon and recently launched their own product. It is still too early to tell, but both brands have been pushing similar products in way of taste, looks and function. Crispers, however, stands up well against the two products in terms of nutrition and calories. In terms of taste, Crispers is leader offering a variety of chip like flavours and a denser and more satisfying texture. Both Kelloggs and Breton brands are lighter and airy which may be more appealing to the female demographic. Where Crispers is challenged is in the area of advertising and promotions. Both Kelloggs and Breton have launched ad campaigns that target the demographic of women ages 24-34 looking for snacks that they will not feel guilty about. Crispers had little to no advertising in the last ten years and seem to be relying primarily on reputation and brand loyalty. Similar to Crispers’ competitors, the brand would benefit from following current technology trends and using social media to interact with consumers and spread brand awareness. Crispers’ Facebook page is currently sitting at only a little over 400 friends and is in dire need of a revamp. These tactics are necessary to launch a new line, interact with customers, increase sales, gain a larger market share and maintain its position as the leading cracker/ chip snack in the Canadian market. The recent competitor’s ad campaigns, healthy reputation and online presence are all threatening factors that may affect Crispers’ sales. The launch of Gluten-free Crispers would be necessary to counteract competitor’s efforts, reminding the publics that Crispers was the original snack chip and growing the market share in cracker and snack items across the board.ProductGluten-free Crispers will stay consistent with the brand image and the original product by maintaining the trademark shape, re-sealable fresh-lock packaging and the delicious taste and crunch consumers love. However, the colour of package logo Gluten-free Crispers will be green, differentiating itself from the original yellow logo. The only other difference will be the elimination of white flour and a “better for you” difference in nutritional facts. Gluten-free Crispers will also carry the Sensible Solution Flag as it maintains 0 trans-fat, 0 cholesterol and is low in saturated fat. Please compare nutritional labels below.Gluten-free Crispers will be available in all nine of its classic original’s flavours: All Dressed, Sour Cream & Onion, Dill Pickle, Barbecue, Ranch and Salt & Vinegar.Original Crispers Gluten-Free CrispersNutrition Facts Nutrition FactsPer 15 Crackers (20g) Per 15 Crackers (20g)Calories90 Fat4.0gSaturated + Trans Fat0gCholesterol0mgSodium260mgCarbohydrate14gFibre0gSugars1gProtein1gCalories60Fat2.0gSaturated +Trans Fat0gCholesterol0mgSodium260mgCarbohydrate10gSugars0.5gProtein1gPriceGluten-free Crispers will be in the same price range as the original Crispers from $2.99-$3.69 depending on channel and province maintaining its reputation as a middle to high- end quality snack product.PlacementGluten-free Crispers will be distributed to and sold at all the same channels that the original product is sold. The goal is to not only be in the same familiar channels but to also be in all the places its competitors exist. Mondelez Canada Inc. distribution centers will distribute to the following channels: grocers, convenience stores, gas stations, department stores, malls, golf courses and vending machines. Gluten-free Crispers will be sold nationally all across Canada. Gluten-Free Crispers will be positioned amongst the cracker aisle/ products and in some cases the health food aisle.PromotionThe launch of Gluten-Free Crispers will occur at the beginning of January 2014 and will be marketed using a variety of advertising, media, online, direct mail and public relations strategies. Refer to the section titled Marketing Communications Mix for further detail.Target Market AnalysisTo rebuild/ rejuvenate, Crispers requires that greater attention be given to the growing health concerns of Canadian mothers who are looking to avoid white flour and provide their families with nutritious, quality snacks. They are the current primary consumers of Christie Crispers’ products.(The following statistics are taken from 2013 Crackers, Print Measurement Bureau)Primary TargetDemographicMales and females 35-55Secondary/ Post -Secondary EducationManagerial, secretarial, sales, white collar positionsAnnual household income $35,000-75, 000 PsychographicMarried with childrenSingle parentsPrinciple grocery shopper Home ownersChildren ages 3-17 living in homeTime pressed and fast paced daily routinesBecoming more and more technologically savvyHeavy online and smart phone usersMore inclined to traditional print and broadcast mediaGeographicTorontoMontrealVancouverKey Public # 1This campaign will be targeted at families, or more specifically mothers. This group is identified as an active public because this public is currently purchasing Crispers products. Besides the fact that this is Crispers current target market, the reasons are two-fold. For one, families with children hold 56% of the cracker market and 59% of the chip market (PMB, 2013). Secondly, the reason behind targeting mothers more specifically is that even though men are participating in the grocery shopping, it’s the women that have the decision making power. The power comes in the form of the shopping list that is given to the men and often includes details such as brand names to buy. With society becoming more health conscious and especially with child and adult obesity rates increasing, parents would are looking for snacks that will promote a balanced diet. Gluten-Free Crispers would benefit this public in that it would provide a convenient and stress-free snack that families can consume worry free of the negative health issues and nutrition associated with other junk and snack food items.Secondary TargetDemographicMales and females 18-34Secondary/ Post-Secondary degreeStudents and newly employed graduatesTechnical services, skilled professionals, white collar positionsIncome not importantTechnologically savvy (online and communications generation)Heavy online and smartphone usageActive with a healthy outlookPsychographicRenters; apartments/ semi-detached homes/ duplexesCouples that live aloneSingle livingStill living in parent’s homeSocially active (peer groups are influences)GeographicAll across Canada with emphasis on major urban markets; Toronto, Montreal, Vancouver, Calgary, OttawaKey Public # 2This campaign will target the younger generation of 18-34 students/ professionals who are growing up in the trends towards healthy living and clean eating. This public is an aware public and recognizes that they are health conscious of the snacks they consume. This demographic is weight/ looks conscious, heavily influenced by the media and quick to jump on the latest trends. Extreme fitness is hot within this target market right now. CrossFit facilities, boot camps and warrior races are heavily populated by this age group and business in these industries is booming and continuing to grow. This demographic currently holds 17% of the Crispers market (PMB, 2013). Gluten-Free Crispers would benefit this public as they are looking to maintain a clean diet and foods/ snacks that are convenient but will not reverse their exercise and lifestyle efforts. Because the target market is identified as a young demographic, it is crucial to influence their snacking behavior now in order for them to adopt the brand and instill brand loyalty as they age. Tertiary MarketMales and females anywhere between the ages of 18-65Enjoy and purchase snack foods regularlyNo loyalty specific to any brandNot necessarily health conscious Taste and price are important factorsLocated all across CanadaKey Public #3This campaign will target the undecided snacker. This group is identified as a latent public because they enjoy snacks and similar products to Crispers, they are just unaware of the product and its healthy perks compared to similar products they may consume. This group of consumers are identified as all those that do not have a current brand loyalty to any specific snack product and are willing to try products based on price, taste, publicity and promotion. This demographic is not necessarily health conscious, but is open to adopting a quality product with the perks of added benefits. Gluten-Free Crispers will provide this public with a great taste and crunch, a competitive price with the bonus of being a “better for you” snack food.Public Relations AuditInternal Environment As of 2012, Christie is now owned by Mondelez International, which holds the number one position globally in snacks and biscuits. Crispers fall under this category. They are currently accelerating their efforts in health and wellness and supports initiatives worldwide to educate consumers on nutrition and physical activity. Mondelez International strives to take great care to marketing and advertising their products responsibly and have a specific policy to do so (Mondelez, 2013). They don’t advertise to children under the age of 6. For children ages 6-11, they will only advertise those products that meet specific nutrition criteria and they do not advertise their products in schools (Mondelez, 2013). Mondelez also provides nutrition labelling on all products in markets worldwide- even where it’s not required by local regulations and makes sure that all statements about their products are true (Mondelez, 2013). Mondelez is currently taking the following actions to make a difference in communities worldwide:The Mondelez International Foundation has completed $180 million pledge to ramp up physical activity, while securing more fresh foods through local agriculture and better nutrition education to children and families (Mondelez, 2013).Since October 2012, Mondelez has committed over $600 billion over ten years to their Cocoa Life and Coffee Made Happy iniatives to builds sustainable supplies to benefit millions of people in the developed world (Mondelez, 2013).Investing in community programs that get kids running, playing and making informed food choices, and preparing healthy snacks (Mondelez, 2013).Responding when disaster strikes with cash and product donations (Mondelez, 2013).External EnvironmentAccording to Agriculture Canada, snack foods are one of the fastest growing product categories in the Canadian market and are available in multiple channels (Canadian Snack Food Statistics, 2010). Snack foods are considered to be an indulgence, however current health trends and growing interest in weight loss and healthy eating is causing many companies in the industry to consider new products that will respond to consumer interest in low calorie and low-fat snacks. Kelloggs Cracker Chips and Breton’s Poppers are just two examples of an extensive list of competitors Crispers faces. All snack foods, not just health conscious lines including, chips, cheese snacks, pretzels, corn snacks and pop-corn are a considerable threat to the Crispers brand.Many of these products have created strong brand loyalty and have a more favorable reputation over Crispers due to their current advertising, promotions and their interactivity with consumers through online social platforms. Crispers are currently lacking in these areas and are relying on solely brand reputation and loyalty. It is in Crispers best interest to follow the current marketing trends to reach their target market, increase sales, expand their customer base and strengthen their reputation as a leader in healthy Canadian snacks.Public Perception From a public relations perspective, the company Christie Brown & Co. has maintained a long and strong reputation within Canada. The brand name itself is over 100 years old and has significant association to our Canadian heritage (produces Canada’s Girl Guide Cookies)(Mondelez, 2013). However, since Mondolez International took over ownership of the Christie brand there has been some upheaval in Etobicoke, ON where the 60 year old Mr. Christie was shut down by Mondelez who let go 550 employees last November. The community was outraged as the land was sold to build more condos (Pagliaro, 2013). The fact that Christie is now owned and operated by a billion dollar international company may be a factor in altering public perception of a brand. Mr. Christie is a part of Canadian heritage and up until recently? a part of communities. Mr. Christie has been a part of Canadian culture for so long and is now directly affecting the strong sense of community and relationships Ontario locals have had with the company and brand. Publics who been directly affected by the shutdown, may be resistant to the new company ownership and as a result their products. The public relations team needs to use the launch of Gluten-free Crispers as a means of highlighting the company’s mission statement and their dedication towards helping educate consumers on making healthy choices. The public relations team needs to work to re-align consumer’s notions that Christies Crispers still maintains the same values and quality rooted in its Canadian heritage, and Mondelez International is a company of strong ethics and ethos that parallel with that of the original.Marketing GoalsTo associate Gluten-free Crispers with delicious taste, healthy living and an active lifestyle that will appeal to both the primary, secondary and tertiary targetsTo create more top of mind awareness for Crispers among the younger generations of consumers and secure a place on their “consideration list”To position Gluten-free Crispers as a healthy snack alternative with the same great taste, price and packaging as the originalMarketing ObjectivesTo increase market share from 11.9 % to 15 % by January 2015Marketing Communications Objectives(The following figures are based on the assumption that the increase of percentages will be based on the current market share statistics)To achieve 60 percent brand awareness level among the primary and secondary target markets.To achieve a trial purchase rate of 20 percent among the primary target market.To achieve a trial purchase rate of 20 percent among the secondary target market.To achieve a trial purchase rate of 10 percent among the tertiary target market.To achieve a 60% return on coupons.To increase Facebook likes by 400%To increase site traffic by 75%To communicate the same great quality, taste, variety and pricing as Crispers original offers.To create awareness of 65% of the target markets that Gluten-free Crispers supports a balanced and nutritious lifestyle and busy familiesTo build buzz for Crispers among a new generation of consumers currently unfamiliar with the brand.Marketing Communications StrategyBudgetCrispers is an $80 million dollar business in Canada and for the purposes of launching Gluten-freeCrispers, the first year of the campaign will use a budget of $ 4 million dollars, 5% percent of total revenue.Positioning Strategy StatementThe current positioning strategy will be retained and described as follows:“Gluten-free Crispers is a guilt free healthy snack alternative. They’re not a chip and not a cracker, they’re Crispers! Crispers understand that people want to eat healthy without compromising on taste. Eating the snacks we love and living a healthy lifestyle should co-exist.”Marketing Communications MixThe launch of Gluten-free Crispers will require a mix of marketing communications elements combined to create a synergistic impact on the primary, secondary and tertiary target markets. Each of the different channels will contribute to achieving the overall marketing communications objectives. The following combination of media will be implemented:Advertising- Traditional forms of media advertising are needed to reach the primary , secondary and tertiary target market to make an impact and achieve the awareness objective.Event Marketing- A significant event will be staged in Toronto, Vancouver and Montreal using a celebrity partnership that will initiate an association between Gluten-free Crispers and a healthy/ active lifestyle celebrating our bodies and promoting personal self-confidence.Direct Mail- Free samples will be mailed to consumers in key geographic areas to allow all three target markets to taste Gluten-free Crispers for themselves as well as receive a “50% off” coupon and a link to the website/ facebook/ twitter to find more information on an upcoming marketing event.Sales Promotion-Incentives are needed to achieve the trial purchase objectives. In store promotions, viral videos and direct mail will help achieve the “brand buzz” objective.Online Communications-Both the primary and secondary target audience are strong users of online and mobile technologies; therefore, these media are both effective and efficient for promoting Gluten-free Crispers’ message and sending out a call to action where consumers will use social platforms to receive key information.Advertising Plan-Creative #1ProblemThis current and primary customer is looking for a convenient healthy snack food they can serve their family anytime of the day whether it is in their child’s school lunch, as an after school snack, or something the entire family can enjoy while they are spending quality time together/ watching T.V. Crispers has a long reputation as a “better for you” junk food, but its needs to be repositioned as a healthy snack alternative and no longer associated with the junk food and chip aisle using the launch of Gluten-free munications ObjectivesTo achieve an awareness level of 60% for Gluten-free Crispers within 12 months of product launchAlter perceptions held by the current consumers about the brandPresent an image more in line with current health trends and the negative health effects of white flourPromote Crispers same great taste, price and packaging but just better quality ingredients and better for the consumerPositioning StatementGluten-free Crispers represents a reliable and convenient snack food that has the taste of chips, the baked goodness of crackers and is low in calories and fat and more importantly zero white flour. For individuals that want peace of mind that their family is happily snacking on quality, nutritious ingredients that they enjoy, Gluten-free Crispers is the brand for them.Creative ObjectivesTo communicate an image or set of images in line with a healthy family lifestyleTo portray Gluten-free Crispers as still tasting like a treat, without the high calories, fat content and processed ingredients.To communicate a humorous appeal that Gluten-free Crispers is a healthy snack disguised as “junk food”To communicate an emotional connection between mothers/ parents and CrispersCreative StrategyGluten-free Crispers is a new product line and therefore will focus on the removal of white flour and the added health characteristics of the gluten-free snack.Central ThemeThese messages will feature kids and dad’s sneaking Gluten-free Crispers assuming it’s a forbidden “junk food” because of the great taste, while mom looks on happily assured her family is actually unknowingly consuming a healthy snack.Appeal TechniqueHumorous and lifestyle appeals that focus on the notion that mothers can rest assured their families are consuming a healthy snack when eating Gluten-free Crispers, while their family believes they are eating “junk food”.Tone and StyleA straightforward approach will be used to demonstrate that the healthier version of Gluten-free Crispers can fool any “junk food” lover into eating something better for them. Tagline-“Let them eat Crispers!”-“Feel good about what they sneak.”Creative ExecutionThis campaign will include 30-second television spots, 4 colour print advertising, outdoor posters, and online banner ads. A creative/ writing team will be used to create visuals and ad copy. (Refer to appendix F to see potential broadcast copy example)Print and outdoor media will be product focused, while broadcast media will feature consumer enjoyment in the humorous/ lifestyle appeal used. Integrated aspects of the campaign will include free samples, promotional incentives delivered by newspaper inserts, online/ interactive contests, and urban events. Creating awareness for the brand and tagline will be priority throughout the campaignAdvertising Plan- Creative #2ProblemThe current Crispers customer is middle aged and the younger potential customers see Crispers as an aging brand that has yet to interact with them through marketing/ online campaigns. They have grown up with the movement towards healthy and clean living and they associate Crispers with the chip munication ObjectivesTo achieve an awareness level of 60% within 12 months of product launchAttract a younger customer in the 20-34 rangeAlter perceptions held by the younger customers about the brandPresent an image more in line with the lifestyles of the younger targetPositioning StatementGluten-free Crispers represents a sense of freedom, confidence and a chance to live on your own terms. Consumers who work hard, exercise daily, eat clean and take pride in their bodies deserve to reward themselves with a delicious and guilt free snack. Gluten-free Crispers fits into this lifestyle/ notion, “work hard to play hard”.Creative ObjectivesTo convey an emotional connection between feeling good about yourself (physically & emotionally) and feeling good about what you eat and serve your friendsTo communicate that Gluten-free Crispers support and fit into a healthy/ active lifestyleTo portray Gluten-free Crispers as a guilt-free indulgenceCreative StrategyGluten-free Crispers is a new product line and therefore will emphasize its parallel to living a social, active and healthy lifestyle.Creative ThemeThese messages will feature young professionals between 25-34 years old, living on their own. These ads will focus on their active and social lifestyles. They work hard and exercise hard so they can feel good about themselves and the way they look. When they go out to party and have a wild night, they can rest assured that when they got home from the club they reached for gluten-free Crispers instead of pizza or fast-food. They wake up hung-over, unsure of the entire night’s events, but they see the Gluten-free Crispers bag and have “no snack regrets”. Appeal TechniqueHumerous/ Sexual and lifestyle appeals that focus on the connection between feeling good about your body and what you put into it.Tone and StyleA coy comparison between regretting sexual escapades from the previous night and eating post-bar fast food. No matter what happened the night before, consumers will not regret snacking on Gluten-free Crispers. The healthy snack is guilt-free and will not reverse their week’s diet and exercise efforts to fit into that dress.Tagline-“Snack with no regrets”-“Reverse the damage you did to your reputation, not your diet”-“Snack Responsibly”Creative ExecutionThis campaign will include 30-second television spots, 2 colour print advertising, outdoor posters, and online banner ads. A creative/ writing team will be used to create visuals and ad copy. (Refer to appendix G to see potential broadcast copy example)Print and outdoor media will be product focused, while broadcast media will feature consumer connection and amusement with the emotional/lifestyle appeal used. Integrated aspects of the campaign will include free samples, promotional incentives delivered by newspaper inserts, online/ interactive contest and urban events. Creating awareness for the brand and tagline will be priority throughout the campaign.Media PlanMedia ObjectivesWho As previously stated, the primary target is middle aged mothers between the ages 35-55 years old residing in urban locations. The secondary target is young professionals 18-34 years old residing in urban areas. The tertiary target is the undecided snacker, anyone that regularly consumes/ purchases snack food items but has no preference and can potentially be persuaded by taste and price promotions.What The message to be communicated will focus on Gluten-Free Crispers as a guilt-free snack alternative that supports an active and healthy lifestyle.When The initial launch phase of the plan will be given heavier support to set the new campaign in motion. Spending will be slightly higher during the spring/ fall. Key events will be staged and promotions will be used to coincide and compliment these tactics.Where The campaign will be national in scope with additional emphasis placed on Toronto, Montreal and Vancouver; key urban markets.How Creating awareness and developing a new image for Crispers as healthy gluten-free snack alternative will take time, so reach and frequency will be a priority in the first three months of the campaign.Media StrategyTarget Market StrategyA multimedia approach will be used throughout the entire campaign to reach primary, secondary and tertiary target markets. Several of the approaches will be launched at the same time during the first few weeks of January to make a clear connection nationally between Gluten-Free Crispers and healthy living. As the campaign progresses more emphasis on strategy to reach primary and secondary target markets will be implemented.Media Selection RationaleTelevisionTelevision reaches the national target markets with a strong visual of snacks and a strong emphasis on enjoying what you eat while feeling good about your nutrition. Prime-time ad placements will ensure a high level of brand recognition.PrintA combination of targeted lifestyle magazines, direct mail and newspaper inserts in selected daily newspapers will help create brand awareness and distribute trial incentives. Both the primary and secondary target markets represent 30% (the largest Canadian demographic) that read magazines regularly.Out-of-homeIn major urban markets, outdoor posters will deliver the message while people are “out and about”. The grocery list and item ideas often occur to consumers as they are in transit, allowing the perfect chance to remind them of Gluten-Free Crispers.Direct MailMembers of all three of the target markets will be given the opportunity to taste the new product line of Gluten-Free Crispers free of charge as well as receive a 50% off coupon and information to participate in a major national event. This approach is convenient and personal as the samples are sent directly to consumers and there is no pressure to immediately buy the product that comes with in-store samples.OnlineSince both the primary and secondary target spend a lot of time online, there is an opportunity for customers to interact directly with the brand. Research indicates that year after year growth is seen universally in all age groups the use of smartphones (Canadian Wireless Telecommunications Report, 2012.) Consumers will be directed to the new Twitter page and Facebook account to receive information and videos about an exciting upcoming national event that they can participate in. Celebrity Blake McGrath will be featured in these videos and aid in the promotion of setting a Canadian record for the largest “flash mob”. Consumers will also be given the opportunity to interact with the brand during the “Hide N Eat” campaign as Gluten-Free Crispers posts clues on Twitter and Facebook sending out a call to action, so residents can rush to find hidden prizes in key urban areas.Media ExecutionCTV, CBC and TVA Quebec networks are recommended to reach a broad cross-section of the population. E Canada and the Food Network are recommended to reach primary and secondary target markets.Outdoor posters will compliment television ads and reach a broad-cross section of the population in key urban areas.Chatelaine, Life & Style, and Oxygen magazines are recommended as they would effectively reach males and females in the primary and secondary target markets.(For a summary of frequency see the media blocking chart in appendix H)Online and Interactive PlanObjectivesTo increase brand awareness among young professionals ages 18-34 years old by 60%.To increase Facebook likes from 400 to 2400+ by 2015.StrategyA combination that involves online banner advertising, a brand new Twitter account, and a re-vamped Facebook page that will help build brand awareness among primarily the secondary target market as well as the primary target market and associate Gluten-free Crispers with a healthy and urban lifestyle.ExecutionBanner Ads Banners will be scheduled on The Chive and Pintrest websites that this target market frequents daily (Alexa, 2013).Interactive Campaign Gluten-free Crispers Facebook and Twitter accounts will feature a “Hide N Eat” campaign where Gluten-free Crispers, t-shirts, sweatshirts, water bottles, 10 iPods and 5 pad minis and 3 Mac Playbook will be hidden in different store fronts in the three key urban areas.Clues to the locations will be posted on Twitter and Facebook, so residents can race to find the hidden prizes.This interactive campaign will run during the new year, the summer and right before the Christmas holidays.Sales Promotion PlanDirect Mail GoalsTo encourage trial purchase among the primary, secondary and tertiary targets.To secure interactivity between the consumer and the brand by encouraging consumers to visit Crispers Facebook and Twitter pages to receive information on upcoming marketing event.ObjectivesTo achieve a 60% return on coupons.StrategyA sample of Salt and Vinegar Gluten-free Crispers will be distributed via direct mail in major urban markets. The sample will be attached to a 50% off coupon and details to an upcoming record setting “flash mob” event Crispers will create, hosted by Canadian celebrity dancer Blake McGrath. The coupon will direct consumers to Twitter and Facebook links where further details will be listed.ExecutionSend out samples in cooperative direct mail to target markets in key urban locations.5000 samples will be sent out in the following locations: Toronto, the GTA, Ottawa, Montreal, Vancouver and Calgary.Timed for January/ FebruaryTrial Coupon A 50% off coupon for the purchase of Gluten-free Crispers (with a two month expiry date) will be circulated. The initial coupon drop is timed for January/ February.A second and third wave of coupons (with a two month expiry date) will be distributed by national daily newspapers in May/ June (right before summer holidays and cottage season begins) as well as late November (before holiday season). The coupon inserts will be distributed in the following markets: Toronto, GTA, Ottawa, Vancouver, Calgary, Montreal and Quebec City.Public Relations- Event Marketing PlanSituationChristie’s Crispers needs to further distance itself from its cracker and chip competitors and establish a reputation as a snack/ chip alternative that supports a Canadian healthy lifestyle. Christie Crispers will introduce a line of Gluten-free Crispers that will meet the public’s growing concern with the consumption of white four and the potential health effects. To further develop the association between Gluten-free Crispers, fun/ active lifestyles and feeling good about your body, a street-level public relations event will be planned simultaneously in three key geographic locations. This event fits with the marketing objective to increase brand awareness and provides an opportunity to generate positive publicity for the Christie’s Crispers brand.GoalsTo set the record of the largest and nationally synced “flash mob” dance in Canada yet.To create media attention by using a Canadian celebrity dancer to instruct the viral choreography.To create buzz for Gluten-free Crispers in key urban markets.To increase Facebook/ Twitter followersTo create a viral video recording the “flash mobs” and generate one million+ hits within three months of release. ObjectivesTo have an effect on awareness of the primary, secondary and tertiary targets; specifically to increase traffic on Crispers `s sites by 75%.To have an effect on action; specifically to obtain an increase of sales among the primary, secondary and tertiary target markets of 40%.To have an effect on awareness; specifically to create understanding by 65% of the target markets that Gluten-Free Crispers is making a commitment to supporting a healthy and active Canadian lifestyle.StrategyTo associate Gluten-free Crispers with a positive and healthy/ active lifestyle that empowers us to celebrate our bodies and have fun.To associate Gluten-free Crispers with eating well and the confidence that comes with knowing we are treating our bodies well.To set a Canadian record of the largest national “flash mob”ExecutionThe Gluten-free Crispers spontaneous “flash mob dance” will take place on April 12th, 2014 at Phillip Nathan Square in Toronto, Victory Square, Vancouver and Victoria Square in Montreal at 2 pm (Toronto Time).During the two months prior to the event date, Gluten-free Crispers samples will be sent to households in these key and surrounding urban areas. The print accompanying the sample will promote the upcoming event and provide links to the Facebook and Twitter pages.Beginning January 16th, 2014 Facebook and Twitter will weekly post one, two minute instructional choreography videos to teach the dance to the target markets in stages.These instructional videos will be choreographed and led by Canadian ``So You Think You Can Dance`` star, Blake McGrath.The target audience must like and follow Gluten-free Crispers on these social platforms to obtain the choreography.Time, date and location will only be provided on these platforms.At the time, date and location indicated, Lady Gaga’s “Born this Way” will come over loud speakers and an entire “flash mob” will dance to the same choreographed danced.Gluten-free Crispers t-shirts, water bottles, and other promotional gear will be given away prior to the flash mob, so apparel can be seen and worn during the dance.Dances will be recorded and edited to mix all three city’s mobs to post on Facebook and Twitter and release to go viral.Local media will be invited to the event.Budget BreakdownCrispers is an $80 million dollar business in Canada and for the purposes of launching gluten-freeCrispers, the first year of the campaign will use a budget of $ 4 million dollars, 5% percent of total revenue. The following chart indicates the allotted budget for each channel of the integrated marketing plan.Advertising- Television & Print Campaigns$150000Online & Interactive Campaign$100000Direct Mail$1015000Promotional Coupons$85000“Flash Mob” PR Event$75,0000AppendixA. Mission of Company:“At Mondelez International, we believe that you can enjoy what you eat and still live a healthy lifestyle. That’s why we’re dedicated to making the foods people love even better. And we’re supporting programs and partnerships that educate and motivate people to make healthful choices. We’re helping consumers manage their calories, reduce sodium, increase whole grains and reduce fat.” (Mondelez, 2013)B. Company Mantra:We all seek joy.Maybe that’s not too surprising? A whole new company that’s been reimagined with a single focus in mind: Create Joy.Provide life’s delicious moments by sharing the world’s favorite brands. Brands that awaken the senses. Brighten the day. Refresh, Renew, Uplift.We are the people of Mondelez International. We make the products that make people smile. We treat. We fuel. We boost the day. Small delight moments each building on the next… That reminds us, every day is delicious.Create delicious moments of joy. That’s our dream. It’s what guides us. The way we look at it, it not just about lifting a moment with flavor, It’s about lifting the spirit. Let the joy guides us. The way we look at it, it not just about lifting a moment with flavor, It’s about lifting the spirit. Let the Joy Begin.-Mondelez InternationalC. Mondelez International Revenue by CategoryD.Kelloggs Cracker Chips S.W.O.TStrengths-Round and shaped similarly to chips.-Similar crunch and airy texture of a potato chip-Satisfies the salty and crunchy craving-conducive for dipping-Low in calories and fat, 80 calories per 18 chips, 1.5g of fat-Made with whole wheat-Kelloggs has a long and strong reputation as a common household name and is associated with healthy eating/ living-The iconic red K takes up most of the outside of the packaging.-Consumers will but it because it made by Kelloggs-This product has been launched as another one of their many sensible weight maintenance snack options that can be enjoyed everyday-Kelloggs offer an online personalized eating and health plan, many healthy recipes available-$2.88, current in store promotions 2 for $5.00-Located in the cracker aisle, consumers may automatically assume it’s healthier-Snack size available-2013 T.V commercial introducing the product, portraying women ages 30-40 sharing and enjoying the snackWeaknesses-Basic name, not creative and doesn’t stand out-Original flavour is very bland, taste very airy-Limited flavours (only 5)-Not very filling so can easily eat more than the recommended serving-Packaged in the standard “cracker box”, cannot reseal the inside bag, so product can easily go stale-Brand new product, consumers are still learning about it-No Facebook or social media platforms for this specific Kelloggs product to follow-Changed the original name in the commercial from Crisps to Cracker Chips, may cause product confusion with consumers-100 grams per bagOpportunities-Because it’s a newly launched product, lots of possibilities in store promotions, and advertise through social media to spread word of mouth-Kelloggs has a strong association with supporting weight maintenance, so Kelloggs Cracker Chips would benefit from sponsoring or promoting at charity runs, tough mudders, bad ass dashes or local sporting eventsThreats-Crispers are the grandfather of the cracker chips and have a reputation that has been around a long time-Most Canadians most commonly associate a cracker/chip snack with Crispers-Wheat free snacks and potato chips that are baked not fried -Breton “Popped”, are extremely similar in taste, price and look-The name Popped, suggests that the cracker has been air popped-Crispers offers packaging that reseals to lock freshnessBreton “Popped!”Strengths-Only 80 calories for 17 crackers.-Labelled “super grains” on the box-Claims to be the first super grain cracker chip-Advertised as a guilt free snack-Made with whole grains including quinoa, spelt and amaranth-Air popped-Low in saturated fat-Made by Dare, and Breton Crackers have a strong history and long reputation in the Cracker market-115 year old brand-Company mission centers around better-for-you and convenience snack-The word “New” is written boldly in yellow at top of package-Very chip like crunch and flavors-Canadian company and product-T.V commercial that aired in April 2013, focuses on whole grains, feel good and that they can be shared with the simple joys of life-Still being promoted in stores as a “New” product, -$2.50-Scan the code on the box to learn more about the benefits of Breton “Popped!”-Easy to dipWeaknesses-Still a new product for Dare and has not been added to the Breton page on the website, little product information available via Dare-Launched in 2013-Breton products are only available in only a little over 25 countries worldwide-Only three flavors: BBQ, Sea Salt and Cheddar-Only available in one size-Breton is known as crackers and not associated with snacks-Product is placed with other cracker products, not in the health food section or snack section-Very similar looking product as Kelloggs Cracker Chip-Cannot reseal bag once opened-Wheat free snack products such as rice cake snacks and sweet potato chips-Potato chips that baked not fried-Can easily eat more than the recommended serving since they are not very filling-100 grams per bagOpportunities -Social media platforms can be created and used to spread the launch of this new product-As popularity grows, more flavour options can be offered-Snack size packages for on the go and kids lunches-Pair up with fitness programs to promote healthy snacking-Sponsor local sporting events or kids team in the KW region since Dare is located in KitchenerThreats-Kelloggs Cracker Chips are a very similar product in texture, calories and looks, can easily be interchanged by consumers if there is a price difference-Crispers has a much stronger reputation as the go to cracker chip snack-Wheat free snack products such as rice cake snacks and sweet potato chips-Potato chips that are baked not fried-Corn chipsComparison ChartChristie CrispersKelloggs Cracker ChipsDare Breton Popped!Taste1068Packaging1066Market Share975Advertising387E.F. Creative Ad #1 Broadcast CopyVIDEOAUDIOMOTHER AT THE FRONT DOOR GETTING READY TO LEAVE.SPEAKING TO HER 14 YEAR OLD SONKISSES SON GOODBYE AND LEAVESMOTHER: ALRIGHT HONEY, I’M OFF TO MY BOOK CLUB. THIS IS THE FIRST TIME I’M TRUSTING YOU STAY HOME ALL BY YOURSELF. NOW IT’S A SCHOOL NIGHT SO WHAT ARE THE RULES?SON: NO VIDEO GAMES, SCARY MOVIES, LOUD MUSIC, FRIENDS OVER AND IN BED BY 10.MOTHER: AND NO JUNKFOOD!SON: RIGHT, NO JUNKFOODMOTHER: GOOD, I’M OFF, BE GOOD, LOVE YOUSON CLOSES DOOR BEHIND AND WAVES HANDS IN THE AIR. SONG “BORN TO BE WILD” PLAYS.RUNS INTO THE KITCHEN AND OPENS THE KITCHEN CUPBOARD, SEES GLUTEN-FREE CRISPERS, GRINS DEVILISHLY AND TAKES THEM OUT, OPENS THEM AND SHOVES A HANDFUL INTO HIS MOUTH.SON (SCREAMS): WHOOOOT!! THE HOUSE IS MINE!MONTAGE MIX OF SHOTS BEGINS:- 2 FRIENDS OVER PLAYING VIDEO GAMES WITH SON, WHILE EATING GLUTEN-FREE CRISPERS.-LIGHTS ALL OFF, SON AND FRIENDS WATCHING A HORROR MOVIE WHILE EATING GLUTEN-FREE CRISPERS-SON JUMPING ON THE BED WHILE SINGING AND BLASTING MUSIC, STILL EATING GLUTEN-FREE CRISPERSBORN TO BE WILD MUSIC STILL PLAYINGPHONE RINGS, SON ANSWERSHANGS UPSON: OH HI MOM, BOOK CLUB ENDED EARLY? YOU’RE ON YOUR WAY HOME…..OK SEE YOU SOON! SON RUNS FRANTICALLY AROUND THE HOUSE CLEANING UP ALL MESS AND EVIDENCE.LAST MINUTE, GRABS THE GLUTEN-FREE CRISPERS BAG AND RUNS TOWARDS THE GARBAGE, ONLY TO RUN RIGHT INTO HIS MOTHER COMING IN THE BACKDOOR.MOTHER GRABS EMPTY CRISPERS BAG FROM BEHIND HIS BACKHUGS SON TIGHTLY, SON LOOKS AT THE CAMERA CONFUSED AND SHRUGS.MOTHER: HI HONEY, HOW DID IT GO? DID YOU CLEAN THE HOUSE? LOOKS GREAT! WHAT’S THAT BEHIND YOUR BACK?SON: UMM…MOTHER: YOU BETTER NOT HAVE BEEN EATING JUNK FOOD………GLUTEN-FREE CRISPERS, OOH HONEY, I’M SO PROUD OF YOU!CLOSE UP ON GLUTEN-FREE CRISPERSVOICE OF ANNOUNCER: GLUTEN-FREE CRISPERS! FEEL GOOD ABOUT WHAT THEY SNEAK!G. Creative Ad #2 Broadcast CopyVIDEOAUDIOCAMERA SCANS AROUND A 20 SOMETHING FEMALES APARTMENT. REMINENTS OF EMPTY WINE BOTTLES, GLASSES, TEQUILA SHOTS, WEDGES OF LEMON ALL LITTER THE KITCHEN AND COFFEE TABLE. HALF EATEN PIZZA, MCDONALDS WRAPPERS FROM THE NIGHT BEFORE.CLOSE UP ON YOUNG GIRL SLEEPING SPRAWLED OUT ON THE COUCH STILL IN HER PARTY DRESS AND ONE SHOE ONE.ANOTHER GIRL STAGGERS OUT FROM THE BEDROOM.GIRL #1: UGGHHH, MY HEAD, AVA, WAKE UP! WHAT HAPPENED LAST NIGHT?AVA: SO BRIGHT, MY EYES, I DON’T KNOW. AVA SITS UPAVA NOT PAYING ATTENTION PULLS A PAIR OF MEN’S UNDERWEAR OUT FROM HER PURSE. AVA: LAST THING I REMEMBER IS EATING PIZZA AND FRIESGIRL#1: OH NO! MY DIET! I CAN’T BELIEVE I BLEW IT, ALL THOSE SPIN CLASSES THIS WEEK TO FIT INTO THAT DRESS..AVA: WHAT THE?? WHAT DID I DO LAST NIGHT?GIRL #1 STEPS ON SOMETHING, HEARS A CRUNCH, LOOKS DOWN TO FIND A BAG OF HALF EATTEN GLUTEN-FREE CRISPERS. SMILES WITH RELIEF, PICKS UP BAG.SMUGGLY LOOKS AT AVAGIRL #1 TURNS HER BACK AND WALKS AWAY WITH HER BAG OF GLUTEN FREE CRISPERS TO REVEAL A FULL SIZE TATTO OF MILEY CYRUS’S FACE ON HER BACK.GIRL#1: OH THANK GOD, I REMEMBER NOW, YOU ATE THE PIZZA, I HATE THE GLUTEN-FREE CRISPERS. (LOOKS AT AVA) LOOKS LIKE I DIDN’T DO ANYTHING I REGRET LAST NIGHT.THE SONG “WRECKING BALL” BY MILEY CYRUS STARTS TO PLAY..CLOSE UP ON GLUTEN-FREE CRISPERS BESIDE AN EMPTY BOTTLE OF WINE WITH A PAIR OF PANTIES HANGING OVER THE PACKAGE.BOTTOM OF AD READS “PLEASE SNACK RESPONSIBLY”VOICE OF ANNOUNCER:GLUTEN FREE CRISPERS! FIX THE DAMAGE YOU DID TO YOUR REPUTATION, NOT YOUR DIET!”H. Media Blocking Chart January- SeptemberMedia Blocking Chart October- DecemberBibliographyAgriculture and Agri-Food Canada. “The Canadian Snack Food Industry Statistics.” 2010. Trends: Gluten-free Market Experiencing Double Digit Growth, 2013 Media. 2013. PMB 2013- 2 YR Database (DE) Groupe Conseil Quorus Consulting Group. “2012 Cell Phone Consumer Attitudes Study”, April 2012. HYPERLINK "" , Jennifer. “Mr. Christie’s Bakery in Etobicoke set to close throwing 550 out of Work.” Nov. 2012. The Toronto Star. ................
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