product -...

  Product: It is a layered cookie crisp and crème covered in chocolate fudge. They are called Australia’s favorite cookie!

  Price: Between the price range of $2.50 – 3.85

  Place: They are primarily sold in Australia and New Zealand. They are available in Canada, Hong Kong, Indonesia and Timor-Leste. Also from October to March, there are a limited number sold in Target stores in big metropolitan areas in the US.

  Promotion: TimTam are promoted primarily through commercial advertisement, social media, and some outdoor advertisement

Who buys ready-to-eat cookies?   70.6% women, 29.4% men

 Most, age 25-54

  55% are likely to have children between ages 2-17

  Race of people who buy ready to eat cookies: ›  76.2% are white ›  12.1% are black ›  2.7% are Asian ›  1.2% are American Indian/Alaska ›  9.3% other

Nabisco Chips Ahoy!

Nabisco Oreo

Nabisco Oreo Double Stuff

Little Debbie (icluding Oatmeal & Nutty Bars)

Pepp. Farm

Price ($) 3-4.00 3-4.00 3-4.00 .75-4.00 2.50-4

Dollar Sales (in millions)

316.3 301.0 153.5 187.6 187.4

% bought of all ready to eat cookies

13% 15% 3.9 12.9% 2.6%

Who typically buys store-made cookies?

›  A woman ›  Mother ›  Married ›  Age 25-54 ›  Has children, under 17 ›  Buying in September,

December and February are peak season (Back-to-school, Christmas season, and Valentine’s day)

  Female  Age 18-34  College Student or   8-5 working woman  Mother of small children   Prefers snacks to be

quick and tasteful

STRENGTHS

- Pepperidge Farm is well known - - 27% of shoppers will experiment with other brands - -- Budget - -- Product is received well in Austrailia

WEAKNESSES

- - There is only 3% growth - - Fudge covered cookies are just 20% of all cookies eaten - -- The prices of rising products

OPPORTUNITIES

-- Use of social media -- Partnership opportunities

THREATS

- - Successful competition - - Pepperidge Farm’s older customer base

  Marketing Objective: ›  Increase Pepperidge Farm sales with

the launch of TimTam cookies in the United States

  Advertising Objective: ›  Motivate cookie buyers to buy

Pepperidge Farm TimTam’s, and also give other Pepperidge Farm cookies a try

  Media Objective: ›  Increase Pepperidge Farm sales by

12% by partnership with Ben & Jerry’s and TimTams. This will move sales toward TimTams and also move eyes toward the Pepperidge Farms treats.

  What: TimTam is a layered cookie covered in fudge chocolate. It is the unique and hottest cookie in Australia. Instead of bringing TimTam’s home from vacation, they will be right on the shelf at your nearest store. The price will be stressed because it is around the same as ‘Oreos’ and ‘Chips Ahoy!’ with about the same amount in each package.

  Who: The target is a working/college woman age18-34, who are looking for a tasty snack alternative to Nabisco treats. These women enjoy a sale and seek them out. ›  Women at this age bracket prefer social

media, internet radio, televisions and magazines

  Where: The campaign will take place in grocery stores, Target and Walmart because this is where grocery shopping is mostly done.

  When: To start the launch, TimTam will be sold in major metropolitan cities. Promotions/Advertising would be pushed most in September, December and February because these are peak months for cookie sales. Some ads will occur primarily after 3pm or before 10am, because of their work and school schedules.

  How: The goal is to keep the budget around $15 million. Spending will go to TV, magazines, social media, internet radio ad space as well as in-store placement. $4 million dollars will go to having end caps in as many stores based off the high increase in sales during the study. We will run ads in the morning and late afternoon, and hitting harder during specific months. Targeting a new market with a partnership with Ben and Jerry’s. Buying cookies is not always on a person’s mind (such as a buying a home, car, etc), so high frequency and moderate reach strategy is best.

  In store advertising will mostly take on an end cap for TimTams. There will also be a display near the checkout.

  TimTams will make up 50% of the end cap, featured in the middle of the display. The other 50% of the display will feature other PF brand cookies year-round. During the months of September, December, and February, there will be in-store sampling.

  The end cap will be next to the following aisle of ice cream, where an in-store coupon will be offered.

  Moderate Reach is used here.

  Rationale ›  Research has shown that end caps brought in

more sales for PF than when there weren’t end caps

›  End caps are good for ZMOT, they are near the customer and the women are more likely to take a second look

›  Women age 18-34 will almost always sample anything once.

  PF’s TimTams will collaborate with Ben and Jerry’s ice cream.

  The collaboration will offer limited coupons. The coupons will say, “buy one pint of any Ben & Jerry’s ice cream and get a second free with the purchase of any TimTam”. Heavy coupons would be appear during four times: when the product launched, September, December, and February.

  Social media would used to promote the sale.   Social Media will be used most in this tactic. We will

promote the brand, but we mostly will explain the partnership.

  Also magazines would hold the coupon.   Moderate reach and frequency will be used here.

  Rationale ›  Two heads are better than one. ›  Ben and Jerry is a very popular ice cream and that is received

well by young women. Therefore, offering a free Ben & Jerry will induce the customer to buy TimTams since it is a product they know and love. If we offered additional free TimTams, it may not be received as well since customers are not familiar with its’ taste/product.   A % of TimTam sales will go to Ben & Jerry’s

›  PF’s TimTam facebook page does not have much interaction or posts. Collaboration with Ben & Jerry’s facebook will bring attention to the TimTam page.

›  When the women go to the aisle for the “free” TimTam cookie, they will also be drawn to the other PF cookies.

›  Sweets taste better with more sweets!

  Women 18-34 still view a lot of television.

  The TimTam ad will show how delicious the cookie is in Australia and how it is now available in America

  The price will be stressed saying “TimTams now available in U-S-A at a price for y-o-u”

  The commercial will air on CBS, NBC, ABC, Oxygen, MTV, Nickelodeon and National Geographic.

  High frequency will be used here.   Commercials will appear mostly before

10am and and after 3pm frequently after launch. Commercial airing will slow down around February and pick back up in April but on a slower regularity.

  Rationale ›  Women 18-34 have a high interest in the 7

listed channels

  Advertisement for TimTam would be found in Vogue, Glamour, Cosmopolitan, People (1/2 page), The Family Circle, Better Homes and Garden (1/3 page), and National Geographic with a coupon attached for the “Buy one get one Ben & Jerry” during launch, September and February.

  Moderate Reach is used here.   Rationale ›  Women 18-34 still enjoy reading

magazines and the ones above have been found as some of the most read

›  Women 18-34 enjoy sales, so a paper coupon for a good deal will be a physical reminder for the next time they visit the store

›  We’d cut out December coupons to bring in more complete sales during Christmas and so customers do not always expect sales. Consistent brand loyalty should be formed by this point.

  Pandora audio commercials along with a banner ad will be used to describe that TimTams are now available in America yearlong. High Frequency will be used here. The ads will run when the TV commercials slow down.

  The price will also be stressed saying, “TimTams now available in U-S-A at a price for y-o-u”

  Rationale: ›  Pandora is a very good outlet for

women 18-34. Women are more likely to use Pandora and Pandora is more popular for younger viewers.

›  Pandora will help to target our specific audience even further.

  TimTam’s target audience change from PF’s usual audience will drive most sales. ›  TimTam will bring in the 3% growth

rate due to its’ success rate in Australia and prior research

›  The partnership with Ben & Jerry’s will bring in consumers of different cookies who decided to give TimTam a taste. Ben & Jerry’s is known for quality and their customers will trust their decisions.

›  In-store advertisements will bring more attention to the PF brand, as it was overlooked because it wasn’t seen

›  Sales. Our target audience loves sales and will typically change brands for a good deal, which we’re offering.

  In store – advertising: ›  $4 million

  Ben & Jerry’s partnership: ›  $3 million

  Televisions:   $ 4.5 million

  Magazines: ›  $ 4 million

  Pandora: ›  $ 1 million

SALES PER MONTH

 MRIPLUS.COM   https://www.facebook.com/

PFTimTam   https://www.facebook.com/

benandjerrysUS?brand_redir=1

  https://www.facebook.com/TimTams

  http://printable-grocery-coupons.blogspot.com/2011/07/ben-and-jerrys-ice-cream-coupons.html