Advertising plan

Prepared byLisa Griswold Priyanka Nigam

Nikola Sudelija

Societal Factors

54% of Americans cite they are watching their

diet

In 2010, 27.5% of U.S. adults were obese (up 3%

from 2005)

Situation Analysis

Breakfast Category Analysis

HEALTH, HEALTH, HEALTH Fiber-enhanced products

dominate the market The demand is for products

that offer: Lower sugar Fiber-enriched Whole grain Gluten-free Organic

PROBIOTICS

Cereal Category Entire breakfast cereal market is

an estimated: $10.2 billion General Mills is 2nd in the market

(28%) FiberOne market: 75 million

consumers Despite the recession, consumers

are still willing to pay more for a fiber-enriched product

In-house

• Hot cereal• Yogurt & keifer

Out-of-house

Competing Breakfast Categories

• Fast food• Coffee shop

GranolaFruit

• 60% of households eat cold cereal 10 times w/i a week

• 8-to-1 prefer cold cereal over hot cereal

Brand Overview

1985

FiberOne is created, a part of “Big G” product line, emphasis on whole grain

2005

FiberOne expands product base to yogurt, brownies, etc.

2012

11.8% market share in the ‘low sugar’ category; growing global market

Recent Campaigns

2007 Campaign “Cardboard no.

Delicious yes” Mr. Mehta as expert

witness Emphasis on taste &

health Resulted in a 38.2%

sales rise in 2008

2012 Campaign “Fiber Beyond

Recognition” Emphasis on health &

low calorie component

SWOT Analysis of Fiber One

Strengths Strong health story (Clearly

differentiated benefit) Product Inventory (Cereals,

bars, brownies, Yogurts etc) High brand share, high

growth within the general mills brand portfolio

Weaknesses Viewed to have poor

taste (Cardboard like) Perceived to be a

functional brand (only when you need fiber, weight watching)

Seen as a fuddy-duddy old people’s (specifically old women’s brand)

Opportunities Emergent lifestyle trends

(More people trying to lead healthy lifestyles)

Younger demographic becoming more health conscious

Men are becoming more diet and health conscious

Threats Social image (Appear old/

embarrassing) Better tasting

alternatives (competition) Superior product formats

from competing categories (granola bars etc, protein-fiber powder, Whey)

Brand Vision : Fiber One

Fiber One : Sponsors of Tasty Health

At Fiber One, we are at war with the notion that, “Health has to be..”

Tasteless BoringSacrifice Giving up what you love

Old Functional Regimented

Brand Identity : Fiber One

For us health is a lifestyle, a part of your everyday… for us health is young, fun and fit

Brand Elements “Fiber” health

oriented name Light earthy colors,

health cueing packaging

Taste cues: Cardboard No.

Delicious Yes Fiber beyond

recognitions

Brand Personality Friendly and attractive Educated, Smart Well informed Witty (sense of humor) Health conscious instead of “Health

Obsessed” Well to do

Brand Culture Free, No inhibitions Collaborative Facilitating Innovative Solution Oriented

Brand Self Image “I am the“One”the

best of both worlds… I am about balancing health and enjoying good taste as well. I am a “win-win”

Brand Reflection (How its perceived)

“It’s meant for older folk or middle aged women who have indigestion issues or try hard to stay young… it must taste really bad”

Brand Relationship with consumers

Friendly bond Partnership Deliverance

Brand Environment: Social Trends

Health is Balance

Balance between physical & mental well being

Balance between the demands of everyday life and the need to maintain proper dietary & lifestyle

habits

Health is Compensation

Life today is typified by a number of ‘unavoidables’ - poor eating & sleeping habits, high

stress and an excessively sedentary lifestyle

A key felt need is therefore the need to compensate for the

constant abuse we subject our bodies to

Brand Environment: Emergent Mindsets

Easy Going Health Seekers

Food Actives

Fastest growing segment

Have a basic interest in health and consequently are striving to make changes in their lifestyles

Health for them is a sum total: “Mind+Body”

This segment is typically between 25-35 years

Not overtly concerned with their health

Have a basic sense of what it is good and bad for health, this does not come in the way of their dietary and lifestyle habits

This segment is typically between 20-25 years

Are reasonably health aware but do not overtly embrace any specific health fads

View healthy eating as the sole component of their overall health regimen and believe that a healthy diet lies at the root of good health

This segment is typically between 35-49 year

Advertising Objective

Renovate the Brand: Through our advertising, we intend to leverage prevalent health and lifestyle trends and appeal to a newer, younger demographic which is currently dominating and influencing the health market. *Chase the Health Seekers*

Renovate the brand

Us NOW

Us FUTURE

Brand Benefit: Reason to Believe

Fiber One is : Healthy Inside. Delicious Outside

Fiber One owing to its Low Calories and High Fiber content enables superior digestive health. Good gut health promotes: Metabolism Correction Energy, Efficiency, Vitality Anti-stress, Anti – depression Weight Management Immunity

Allowing you to max-out your day, stay fit, and still enjoy the taste of good food

Target Market

Aged 40+

Mostly women

Aged 25-35

Women

Health conscious

Fast-paced

Educated

Current Market

Health Seekers

Aged 25-35

Mixed, but still

female majority

Demographics/GeographicsWom

en aged 25-35

College

educated, graduate level

HHI: $75,000+Married or

single

Northeast & South regions

Caucasian

Psychographics

Influencers are physicians, family, & friends, word of

mouth is crucial

Pay attention to health/wellness trends,

position self to look good

Always on-the-go, multitaskers; trained in good

time management

Ultimate goals are longevity & happiness

Will pay more for health products even during recession

• People becoming increasingly aware of the health

• High presence of health issue in the media

• More people than ever know they need to live a healthy lifestyle

• People are willing to make lifestyle changes

Creative strategy

Opportunity in the category

Opportunity in the category

• Health aware females• Age 25 - 35• Busy lifestyle• Mostly affluent• College educated• Young/ adult

professionals• Balancing

professional with personal life

• Socially very active• Like to stay fit• Like to eat healthy

Creative strategy

Target audienceTarget audience

• Fiber one cereal is healthy and tasty meal that provides daily-recommended allowance of fiber to the body.

Creative strategy

Key consumer insight

Key consumer insight

Key factKey fact

• A mere half-cup of the original cereal offers 14 grams of dietary fiber (56% of the low-end of the daily recommended 25-35 gram range).

Big ideaBig idea

• Repositioning.• Attracting younger demographic while keeping the

current consumers• Busy lifestyle & health awareness – strong bridge to

attract large consumer audience

• Young woman/ late twenties early thirties• Business professional• Balancing work and personal life• Socially engaged, trend aware• Likes to be in a good shape• Moves a lot• Between her chorus she spends a lot of time at

city streets• Spends a lot of energy on a daily basis• Sartorial style photos/ catching the moment at the

city streets

 

Creative strategy

Creative conceptCreative concept

Slogan

Slogan

• Before you take the day. Take care of you.

• Fashion, beauty, entertainment, and news are found inside Elle magazine. With celebrity stories - not gossip - and guides to finding the best fashion and beauty styles to suit you, Elle brings the superstar look to the average lady and allows you to find your most beautiful self at any age.

Media selection

Elle Magazine

Elle Magazine

Prevention

Magazine

Prevention

Magazine

• Ads will be published in selected magazines and their related pages.

• Print/ internet media selection is diverse. It aims for target audience, but also it covers all potential users in the selected age group.

• American's #1 choice for healthy living, with practical tips on weight loss, nutritional exercise, and the latest medical breakthroughs.

• No TV advertising is planned• Video ads will be run on company web site, youtube

and social media (blogs, pinterest, FB)

Media selection

Video campaign

Video campaign

Smart phone app

Smart phone app

• “Fiber friend”• Application will suggest 5 healthy

meals per day that can be found in local restaurant/ or suggest 5 recipes for making them.

• Calorie counter included.• One of the meals is Fiber One with

Fiber One alarm (can be turned off)• App will also serve as an alarm

clock.

Media selection

Social mediaSocial media

• Pinterest• “Share a meal with

Fiber Friend”• Page interacts with

the smart phone app

• App users will be allowed to post photos of the meal suggested by the app with the user review

• Face Book• Page updated with a new

campaign

Browne, D. (2012). Breakfast cereals – US – February 2012. Mintel Oxygen.

http://academic.mintel.com.ezproxy.bu.edu/display/590200/

Browne, D. (2010). Private label cereal – US – July 2010. Mintel Oxygen.

http://academic.mintel.com.ezproxy.bu.edu/display/539097/?

highlight=true#hit1

Eliot, S. (2012). General Mills adds social media to product pitch. New York Times:

Media Decoder, July 18.

http://mediadecoder.blogs.nytimes.com/2012/07/18/general-mills-adds-social-

media-to-product-pitch/

Fitzgerald, K. (2008). General Mills Fiber One: A marketing 50 case study.

Advertising Age, November 17. http://adage.com/article/print-edition/general-

mills-fiber-a-marketing-50-case-study/132418/

General Mills. (2012). General Mills Investor webpage. http://phx.corporate-

ir.net/phoenix.zhtml?c=74271&p=irol-irhome

Maier, M. (2012). Attitudes toward fiber and digestive health – US – March 2012.

Mintel Oxygen. http://academic.mintel.com.ezproxy.bu.edu/display/590302/?

highlight=true

MRI Reporter. (2011). Food products 2011 – Breakfast cereals (cold) – Used in the

last 6 months Fiber One (principal shoppers). MRI+.

http://ureporter.mriplusonline.com/selectdemo.asp

Work Cited