media planning
TRANSCRIPT
Khalid Alharbi | Komal Dilshad | Rebbeca Liu | Yuki Yu
COMMUNICATION STRATEGY AND MEDIA PLANS
Table of Content Executive Summary 1
Chapter 1: Situation Analysis
1.1 Market analysis1.2 Trends and Insights1.3 Brand performance1.4 Competitive landscape1.5 What’s the problem?
4681015
Chaper2: Target Market &Objectives
2.1 Target market2.2 Design persona2.3 Simmons definition2.4 Media objectives2.5 Ostrow model and effective frequency
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Chapter3: Media Recommendation
3.1 Campaign Timing and Budget Distribution3.2 National digital plan (Budget 8 MM)3.3 Integrated Media Plan (Budget 18MM)
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Appendix 48
EXEC
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RYDiagnosis
Hill’s Science Diet is a premium pet food brand that is vet recommended and formulated to meet the needs of healthy pets during various life stages. With the increase in dog ownership, humanization of pets and rising disposable income, dog food sales are on an increase but Hill’s is losing market share. This is due to a shift in consumer preference for natural, organic and meat heavy pet food. A position that Hill’s has lost over time and blue buffalo has seized. The challenge for Hill’s now is to develop a unique positioning, create an untapped market and re-capture market share. Objective
To accomplish the business and marketing objectives, our media plan aims mainly to boost brand awareness through maximizing reach and increase social media engagement.
Solution
Hill’s previously owned image of natural and organic has now been occupied by Blue Buffalo which puts Hill’s Science Diet into a more difficult place. We think the best strategy is to create new needs with our best capabilities – diet food and weight control. Based on our secondary research, although pet health has become a huge concern for pet parents, the issue of pet obesity is not recognized by most people. We intend to secure and increase our market share by informing and educating consumers on this issue and raising awareness about the severity of pet obesity.
Media Recommendations
With $8 million budget, we plan to focus our money on digital media.
First utilizing display and video ads to build reach; then making SEO/SEM efforts to increase accessibility and establishing effective information channels; and lastly launching a social media and email campaign to create a personal connection with the consumers and invite further engagement.
If we are given $10 million more, we will incorporate traditional media into our digital mix to amplify our effort. TV, magazine and radio will be used to build both reach and frequency.
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1.1 Market Analysis
The Sales of Dog Food are Increasing
Dog food sales have been growing and are expected to increase in the coming years. In 2013, retail sales of dog food totalled $18.3 billion in the United States, 4.6% higher than that in 2012. Most of the pet food was sold in mass channels for approximately $8.9 billion, and dry food still had the majority of sales, around 58.6%.
Category/Segment
Change in Dollar Sales
Change in Unit Sales
Change in Volume Sales
Pet Food 1.2% 0.2% 0.8%
Dogs Food 0.8% 1.1% 1.2%
Cats Food 2.0% 0.6% 0.5%
1.1 The Sales of pet food
The pet food category is growing more in channels like Internet and pet specialty stores than in the mass market, even though mass market still has the highest retail sales by 24%. Pet food sales have been increasing and are expected to grow at the rate of 3% - 4.5% to approximately $33 billion in the next three years. Three companies dominated over 69% of US retail sales in mass and pet specificity in 2014. (Table 1.2)
Company Nestle Purina Mars Big Heart Pet Brand
2014 Dollar Share 35% 21% 13%
1.2 The market share of pet food by companies
Different Marketing Strategy
Products with high-quality natural and organic ingredients are often sold in pet specialty stores to represent the core business of the brands. As a result, not only sales in pet specialty are growing faster, but they have also become more fragmented than the mass market. Beside pet specialty channels, natural pet food specialists focus on pet care professionals that include veterinarians, groomers, training schools and breeders as a secondary markets.
Who Drives the Market?
One of the main factors that drives the growth in dog food is the increase of dog ownership compare to other pets. According to statistics we gathered from Simmons, although ownership in animal types other than dogs has declined from 2011 to 2013, the percentage of households owning any pet has risen slightly (Table 2.1). Humanization, specialization and “made in the USA” are the big trends that have been influencing the market lately. Therefore, dog owners are more willing to buy premium products for their dogs than ever before.
Premium dog food counts for more than 40% of sales (table 2.2). Also, after Petco and PetSmart recalls in 2014, dog owners have associated “made in the U.S.” with high quality, safe product, (Pet Food in the U.S., 11th Edition). Finally, brands have been trying to customize products based on the needs of the dogs. So, there are specialized products for overweight dogs, active sport dogs, among others in the market today.
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Classification 2009 2010 2011
Dogs 36.7% 38.1% 38.4%
Cats 25.3% 26.8% 25.8%
Fish 6.3% 5.6% 5.8%
Birds 4.4% 3.7% 3.4%
2.1 The percentage of households that own pets in US
Type 2014
Premium 43%
Regular 25%
Value 13%
Treats 19%
2.2 Share of US retail sales of dog food
Micro-targeted and functional pet foods, like weight-related and age-related, have been growing and will keep growing in the coming years. That leads companies to have several kinds of products to fill the needs of this market. First, weight-control diet products address the pet obesity problem. Not a lot of companies have had a chance to enter this market since it is still new. Hill’s Science Diet brand entered the market first, followed by Halo and Nutro. Secondly, there are limited ingredient diet products catering to different food sensitivities and allergies for pets. The three big players producing several limited ingredient products are: Big Heart, WellPet and Acana. Finally, there are high performance diet brands to support active dogs. Even though Purina Pro Plan was the first to enter this segment, the brand was penalized by the Dog Food Advisor site for not having enough quality ingredients. Also, Redpaw and Halo produced new brands that focused mainly on active dog foods.
Reference: Pet Food in the U.S., 11th Edition.
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Trend 1: Humanization
• The humanization trend and rising disposable income allow consumers to spend more money on higher-priced premium products.
The pet ownership is predicted toincrease over the next five years, this increase has coincided with the humanization trend of pet.There is a growing tendency that people treat their pets astheir family members – pet ownership is considered as an alternative to parenthood and pet owners regard themselves as the pet parents, thus, they are more willing to splurge on high-priced premium brand which providing specific benefits, ingredients or formulations. According to the Mintel pet food market report, Premium pet foods accounted for 42% of pet food sales in 2014, 41% of dog product purchasers agree that “If natural/organic products were more available where I shop, I would buy them more often;” and 39% of pet owners agreed that the natural products sold in the pet specialty channel are better than those sold at mass.
Moreover, the rising disposable income allows more consumers to afford owning a pets and premium consumers to spend more on their pets. This will result in a growth at an annualized rate of 0.9% to $23.6 billion in the five years to 2015 and contribute to stimulating revenue growth for the next five years. (IBIS World, 2015).
1.2 Trends and Insights • Brands offer specialized products that can meet unique needs of different pets will gain a competitive advantage in the market place.
The pet food diets are becoming increasingly specialized, one-size-fits-all nutrition product will not be capable to compete with the specialized products with concise labeling that can demonstrate the product’s unique advantage. According to Mintel’s survey data, 37% of the pet owners admitted that the identified product labels are the most important sources for them to get information when searching for new brands. Therefore, for brands that emphasize product specialties on their labels, there are great opportunities.
• The sales of wet food and pet treats are increasing in the category which indicates pet owners’ interest in indulging or spoiling pets.
The largest segment in the category is dry food. From 2013 to 2014, sales of dry pet food decreased, while wet food and pet treats increase. Wet food sales were driven by consumers that consider wet food as a way to indulge their pets at meal time as a member of family.
Trend 2:Ancestral Diet Trend Growing consumer concern about pet food additives and filler ingredients has led to increased scrutiny of pet food ingredients. According to Mintel’s Pet Food Market Report in 2015, 27% of pet food owners identified products in which real meat is the first ingredient as an important product claim. Consumers are craving products and experiences that come with a stamp of authenticity, which also fuels the ancestral diet trend of pet foods that are unprocessed, and similar to what the ancient animals would have eaten in the wild. Blue Buffalo is the biggest beneficiary of this trend – from 2010 to 2012, SI
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Blue Buffalo had a 65% increase in sales, took over a big part of Hill’s market share, and became a major player in the premium dog food category.
Trend 3:Under-awareness of pet obesity
According to Mintel’s 2014 pet food report, 93% of dog owners “initially thought their pet was in the normal weight range (Pet food in the U.S. 2014).” People want healthy diets for their dogs the same way they want healthy diets for themselves. “The trend is going to bio-appropriate food in order to have a healthier pet” (The Commercial Appeal (Memphis, TN), March 2014). For a number of years, the Association for Pet ObesityPrevention (APOP) has been alerting the pet industry to the dangers of excessive pet weight.Ernie Ward, veterinarian and founder of APOP, said in a press release that pet obesity “has the greatest collective negative impact on pet health, and yet it is almost completely avoidable” (APOP press release, April 7, 2014) APOP’s 2013 National Pet Obesity Awareness Day Survey, conducted in October 2013, found that 52.6% of dogs and 57.6% of cats are overweight or obese (Pet food in the U.S. 2014).
Trend 4:Made in USA Consumer scrutiny over the country of manufacture for pet foods higher than ever due to several pet food recalls. Petco and PetSmart recalled treats manufactured in China in 2014 given consumers perception that products manufactured outside the U.S are harmful
and untrustworthy. According to Mintel, 36% of pet owners identify made in the U.S as an important product claim when deciding on a pet food.Moreover, 37% of the retailers surveyed said country of origin was a top priority for retailers considering carrying naturalproducts (Pet food in the U.S. 2014). Products that labeled itself as made in US offer consumer security about the high quality and strict standard of the products.
ReferencesPet Food in the U.S., 11th Edition.
Neville, A. IBIS World Industy Report OD4347, Pet Food Production in the USKraushaar, A. Mintel Report, Pet food, US
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Hill’s Pet
Hill’s Pet Nutrition is a global subsidiary of Colgate Palmolive Co. The founder of Hill’s® Pet Nutrition, Dr. Mark Morris Sr., was one of the first veterinarians to understand the connection between food and companion animal health. In 1939, he developed breakthrough pet nutrition to improve the health of a Seeing Eye dog named Buddy. Science Diet was later developed in the 1960s by Dr. Mark L. Morris, son of the famed founder, Dr. Mark Morris Sr. DVM. Seventy years later, Hill’s after being bought by Colgate (1976), accounts for 13 percent of overall sales for Colgate-Palmolive.
1.3 Brand Performance
Strengths Weaknesses
Made in USAReal meat ingredientNo by productsNo artificial FlavoringVet recommendedSpecialized health solutions
Premium priceAvailable only at pet stores or onlineScientific name associationLow SOV
Opportunities Threats
High per capita spending on petsHealth awareness trendRecovering economyPet humanization movement
Low barrier to entry as an industryTrend of cooking pet foodVigorous campaigns by competitors
Hill’s Science Diet
Hill’s offers more than 90 Science Diet brand pet foods. Science Diet brand pet foods are vet recommended and formulated to meet the needs of healthy pets during various life stages. Science Diet healthy pet food offers clinically proven benefits that promote vitality and wellbeing at any age or lifestyle with a full range of precisely balanced products. Certain Science Diet products are formulated specifically to address health issues such as weight loss and management, aging and behavioral issues etc.
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Product Line CategorizationAccording to the Hill’s website, Science diet has a total of 79 products in Dog food category, which includes 30 dry products, 31 wet products and 18 dog treats. These products by Hill’s are categorized by two different methods. Either they can be categorized based on the 16 health issues that the brand addresses or on the basis of age and weight of the Dog. Key product categoriesDry Dog Food, Wet Dog Food, and Dog Treats Snacks. PlaceScience Diet is a premium brand that is not available at mass retail or grocery stores. It can only be purchased at specialty pet stores and veterinary clinics. An alternative option for the consumers is to buy the product online, either through hill’s website or other second party websites. PriceHill’s Science is a premium priced brand with prices ranging from $0.82 for a 5.5 Oz of Small and Toy Breed Puppy Food to $52.99 for a 33 Lb. Large Breed Adult Dog Food - Lamb Meal & Rice pack. The company does offer promotions and discount coupons on its website, but no offers are running for now.
PromotionScience Diet has the lowest share of voice amongst its competitors and is currently facing a decline in sales. This can also be attributed to a shift in consumer buying trends. The brand has faced a 10% decline in prompted awareness since 2010 while unaided awareness has also plummeted since the year 2012.
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The pet food production industry is moderately concentrated. In 2015, the top-four companies are expected to account for 51.1% of total industry revenue. The industry is highly competitive, with many different ways for firms to distinguish themselves. In general, industry operators compete on price, quality, reputation, variety and marketing. Large firms compete in nearly all product segments, while small firms focus on niche product lines.
Key Competitors
1. Nestle Purina2. Blue Buffalo3. Royal Canin4. IAMS
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Features Hill’s Science Diet Nestle Purina (Proplan & One and Beyond) Blue Buffalo Royal Canin Iams
Brand Promise Feed his healthGrow his happiness
Your Pet, Our Passion
Love them like family,Feed them like family
Discover nutrition as unique as your breed Good for life
Product TypesDryWet
Treats
SoftDryWet
TreatsLitter
DryWet
Treats
DryWet
Treats
DryWet
Treats
Product Categorization
Life StageProduct type
Health Problems
Life StageProduct Type
Breed SizeSpecial Need
UltraIngredient
Life Stage Product TypeProduct Lines
Size BasedLife Stage
Other Categories
Life StageForm
Product Line
Pricing Premium Premium Premium Premium Premium
Placement(Available at)
OnlineVet Clinics
Pet Specialty Stores
OnlineMass Retailer
GrocerySpecialty Stores
OnlinePet Specialty Stores
OnlineVet Clinics
Pet Specialty StoresGrocery Stores
OnlineMass Retailer
Grocery StoresSpecialty Stores
Most Important Ingredient Real Chicken Real Chicken
Real TurkeySalmonDuckLamb
BrewersRice Beet PulpChicken
Manufactured In USA USA USA Uncertain USA
Free of By-Products(Necks,feet, beaks
etc.)Yes No Yes No Uncertain
Artificial IngredientsNo artificial
colors, flavors or preservatives
Artificial ColorNo artificial
colors, flavors or preservatives
Uncertain Uncertain
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Price Calculation
For each brand the pricesare calculated by taking one product from three different categories each. The categories all feature products that have chicken as an ingredient and are for adult dogs, weight control and puppies respectively.
Dog Food Nutritional Ratings
The Dog food is rated based on two criteria
• Ratings collected from a third party website, Dog Food Advisor • Presence of by-products and artificial ingredients (on a scale of -2 to +2)
Brand Situation
In comparison to its competitors in the premium category, Hill’s Science Diet has a comparatively lower price for the nutritional and health value of its products. According to the research criteria (defined as below), Hill’s Science Diet is one of the most healthy pet foods in the category for a price that is less than blue buffalo, a competitor that has the same health index.
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Reference: Appendix 1Table 1 : Average Price per Pound Calculation
Table 2: Calculation of Dog Food Rating
Brand Nutritional Rating
Blue Buffalo 3.9
Hill’s Science Diet 3.9
IAMS 2.7
Nestle 3.0
Royal Canin 2.2
Brand Average Price/lb
Blue Buffalo $3.74
Hill’s Science Diet $2.72
IAMS $1.68
Nestle $1.74
Royal Canin $2.04
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COMPETITIVE SPENDING (Source: Kantar Media)
Network TV (000)
Cable TV (000)
Syndication (000)
Spot TV (000)
Magazine (000)
Internet Display (000)
Outdoor (000) Total (000)
Hill’s Science Diet 0 145 0 0 0 114 8 267
Blue Buffalo 4818 10935.3 11101.5 149.6 7716 123 0 34843.4
Iams 11947.5 25229.6 3252.7 121.5 22757.6 1511 0 64819.9
Purina (PP/One/Beyond) 8195.1 18023 1685.2 47.1 8729.8 958.7 0 37638.9
Royal Cainin 0 0 0 378.6 0 185.1 0 563.7
Grand Total 24960.6 54332.9 16039.4 696.8 39203.4 2891.8 8 138132.9
SHARE OF VOICE (%)
Network TV Cable TV Syndication Spot TV Magazine Internet Display Outdoor Total
Hill’s Science Diet 0 0.27 0 0 0 3.94 100 0.19
Blue Buffalo 19.30 20.13 69.21 21.47 19.68 4.25 0 25.22
Iams 47.87 46.44 20.28 17.44 58.05 52.25 0 46.93
Purina (PP/One/Beyond) 32.83 33.17 10.51 6.76 22.27 33.15 0 27.25
Royal Cainin 0 0 0 54.33 0 6.40 0 0.41
Grand Total 100 100 100 100 100 100 100 100
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S Based on the media spending in this category, following conclusions can be drawn
• More than two thirds of the competitive media spending is on TV, with Cable TV being the dominating category (39.3%)
• The medium with the second highest spending is magazine with an approximate 28% of the total spending in media mix.
• Blue Buffalo, Iams and Purina have an overall higher media budget across most mediums which forces brands with small media budget to focus mostly on outdoor and internet display so as to have a comparatively higher SOV across these media
• Hill’s Science Diet dominates the SOV of outdoor since they are the only brand that advertises in this medium.
• Internet display is the area where Hill’s Science Diet can improve awareness and gain more SOV. By spending a reasonable amount of Hill’s Science Diet’s media budget in Internet display, the company can earn a high SOV since the total spending in this area is only $ 2,981,800 for now.
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Hill’s Science Diet has been losing market share and awareness over the past few years as consumers’ preference shifted towards all natural pet food. Hill’s failed to catch the trend in time, while Blue Buffalo seized the opportunity and established itself as the face of all natural pet food.
Hill’s now needs to find another niche position for its brand by raising awareness about pet obesity, create new needs for pet parents and re-establish itself in the market.
1.5 What’s the Problem?
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TARG
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TARGET DEMOGRAPHIC
Gender Female
Age 35 – 54
Education Level College graduated
HH income 75K+
Lifestyle Living in suburban areas, work outside of home; Usually busy.
2.1 Demographic descriptors given by the client
2.1 Target MarketAccording to the client’s brief, our target market should fulfill the following demographic description (Table 2.1)
Psychographic:After putting the above demographic descriptors into Simmons, we concluded that our target should possess the following psychographic characteristics.
Health Conscious
Our target audience are health-conscious people – they take active measures to manage their health condition by keeping a healthy, balanced die and exercising regularly. They also consult professionals and take precautions to avoid getting sick.
Our health positioning should be attractive to them. But because of their busy lifestyle, we also need to put emphasis on how easy Hill’s Science Diet is making health for their pets – there’s no extra work or effort needed.
Statements Index V%
Self-concept – active health management: above average or far above average 130 53.3
Attitudes (health & medicine) – any agree: I actively seek information about nutrition and healthy diet
134 53.4
Attitudes (health & medicine) – any agree: I always try to eat healthy foods and maintain a balanced diet
126 67.1
Attitudes/opinions (food) – any agree: I normally count the calories of the foods I eat 159 33.5
Attitudes/opinions (food) - any agree: I prefer to eat foods without artificial additives 128 58
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Knowledgeable and Well-informed
Graduated from college, our target consumers are well-educated – they thirst for new knowledge and are interested in different cultures. They have specific plans and purposes for their life and career. They know what they are doing, and they want to be in control of their life – including what they buy – they are those people who want to be informed about a product as much as possible.
In our promotions, we need to provide them enough information so they feel comfortable choosing our brand over the others.
Statements Index V%
Self-concept – informed consumer: above average or far above average 136 54.7
Attitudes (general) - any agree: I am interested in other cultures 134 70.7
Attitudes (social interaction)-any agree: I like to learn about things, even if they do not seem relevant at the time
113 74.3
Attitudes (general) - any agree: I look at the work I do as a career rather than just as a job 164 68.9
Shop behavior – any agree: I usually read the information on product labels 141 60.5
Smart Shoppers/Quality Seekers
Although our target audience belong to the high income group, they do spend their money with careful consideration. They do not compromise quality for price, but they are all about making smart deals as well.
Promotions emphasizing exceeding value and premium quality would work well with them.
Statements Index V%
Attitudes (general) - any agree: it’s worth paying extra for quality goods 132 77.2
Attitudes (general) - any agree: I enjoy owning good quality things 112 72.1
Shop behavior - any agree: I always look out for special offers 127 71.9
Attitudes (about shopping) - any agree: because of a coupon, I’d be drawn to a store I normally don’t shop at
138 41.4
Attitudes (general) - any agree: I decide what I want before I go shopping 102 66.5
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Family Oriented
Family life is extremely important to our target. They value family time and enjoy spending time at home. With the humanization trend going mainstream, pets also become important family members for them.
In terms of media placement, family-friendly shows and channels could be a good way to go.
Statements Index V%
Attitudes (general) – any agree: family life is the most important thing to me
111 85
Attitudes (general) – any agree: I like spending most of my time at home with my family
110 72.9
Attitudes (general) – any agree: I enjoy spending time with my family 109 91.1
Socially Active
Well-educated, financially stable women with healthy, positive images – all these aspects make it no surprise that our target audience are the social glue of different groups. They have wide networks of connections and they are trusted for their judgement and opinions.
Because they often act as the trendsetter in their social groups, persuading them could generate further market through their word-of-mouth recommendation. Therefore, in terms of our promotion plan, we need to craft a concise brand story for them to pass on later.
Statements Index V%
Attitudes (social interaction) – any agree: I am often chosen to be the spokesperson in my group
134 40.6
Attitudes (social interaction) – any agree: I am good at leading discussions 135 53.1
Attitudes (social interaction) – any agree: people often copy what I do or wear 125 23
Attitudes (social interaction) – any agree: I have many acquaintances from all walks of life 113 63
Attitudes (social interaction) – any agree: my friends and acquaintances look to me to organize our activities
151 49.5TARG
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2.2 Design Persona
Alicia is a lawyer, working at a major law firm in Chicago as a new partner. Her family lives at Highland Park, Illinois. She drives 40 minutes to work at downtown Chicago. She owns 2 dogs, a golden retriever named Robin and a British bulldog Louis. As she ages, she has become more and more health conscious and has been trying to keep a balanced diet and lifestyle. She’s very intelligent – being a lawyer makes her very cautious about the information she gets from other people. She always goes through a verification process for any information she gets. Before doing anything, she likes to have a plan. She enjoys knowing what she’s doing and why she is doing it. She likes to be in control, not only about herself, but also her family in order to take better care of them.
Elizabeth, age 48, is the mother of 3 – Stevie (20), Alison (16) and Jason (14). She is a professor in International Relations teaching at NYU. Her family live in Long Island, New York. She takes the train to work everyday.
They have a Labrador retriever called Brian because Family Guy is one of their favorite shows. They watch it every week together as a family. Elizabeth’s greatest hobby is travelling. She’s interested in all kinds of different cultures and wants to explore the world. She’s also big on sports. She keeps an active lifestyle, exercises regularly at the gym and goes on hiking trails once a week with her family. She’s well-connected and well-respected for her academic achievements over the years and also her willingness to help. People look up to her and follow what she does a lot.
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TARG
ET M
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OBJ
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VES We picked out the 17 statements that not only fit with the previous
descriptions, but also are relevant to the Hill’s brand as described below to code in Simmons. Our target consumers are those who fulfill at least 9 out of these 17 statements.
2.3 Simmons Definition
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Definition of HS Target: 9/17 statements Relevance to Hill’s brand
Agree a lot: I enjoy spending time with my familyPeople who value their family a lot would be more likely to treat and care about their pets like families. Since Hill’s is a premium-priced brand, these people are more likely to spend more money on food for their dog due to sincere concerns for their health.
Agree a lot: family life is the most important thing to me
Agree a lot: I like spending most of my time at home with my family
Agree a lot: I prefer to spend a quiet evening at home than to go out
Agree a lot: it’s worth paying extra for quality goods With Hill’s Science Diet’s high price point, we need to find people who not only can afford but also are willing to pay extra for better quality.Agree a lot: I enjoy owning good quality things
Agree a lot: I decide what i want before I go shopping Since one of Hill’s competitive advantages is to provide scientifically balanced nutrition for dogs, consumers that are more likely to do their “homework” before going shopping and can understand the scientific process of our brand would be more likely to choose us over other brands that carry the trendy organic positioning.
Any agree: I like to know as much as possible about ingredients before I buy food products
Any agree: I usually read the information on product labels
Active health management: above average or far above averageHill’s mission is to do what’s the best for dog’s health by providing them proper nutrition every day. This proposition would sound more attractive to those who care enough about their own health.
Agree a lot: I actively seek information about nutrition and healthy diet
Agree a lot: I always try to eat healthy foods and maintain a balanced diet
Any agree: I normally count the calories of the foods I eat
Agree a lot: I prefer to eat foods without artificial additives
Part of Hill’s most important promises is not using any artificial additives, which from its name, people would probably assume otherwise. But we need to address this issue directly to those who care.
Any agree: I am often chosen to be the spokesperson in my group Some of our target consumers seem to be the leaders of their own social groups due to their higher education, income level and social status. Targeting these people who have a certain level of influence with other people, we have a better chance to start a word-of-mouth reputation through them and get wider range of consumers.
Any agree: I am good at leading discussions
Agree a lot: people often copy what I do or wear
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TARG
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VES • Deliver 45% reach among category users and a total
reach of 60% within a year.
• Increase targeted traffic to Hill’s website by 70% within a year.
• Increase social network engagement by doubling shares and increasing positive mentions by 50% within the first 3 months, maintain such engagement level throughout the year without it dropping more than 20% from its peak level.
Rationale and Strategies
Based on our analysis of the given target audience, we found out that instead of increasing product usage amongst the existing consumers, Hill’s Science Diet is targeting new consumers to increase sales and market share (see table below). For this purpose, our main objective is to boost awareness and increase household penetration.
Brand (Brands Used in the past
30 days)
Psychographic target Index
Hill’s science diet 78
IAMS 97
Purina Pro Plan *118
Purina One 79
The demographic and psychographic characteristics of the target audience above show that Hill’s Science Diet has lower indices
compared with other brands. Hence the target consumers are less likely to be current Hill’s Science Diet users.
Based on our research into the target market, we discovered that these people tend to be informed consumers. High vertical percentages in the below statements suggest that the general consumers are likely to make purchase decisions before actually getting to the stores. Therefore, we need to focus more on the upper end of the consumer purchase funnel. Top-of-mind awareness and positive brand image are the keys to targeting these consumers for Hill’s Science Diet.
Statements (any agree) Index V%
Self-concept: informed consumer 136 54.7
I decide what I want before I go shopping 102 66.5
I usually read the information on product labels 113 74.3
It is important to be well-informed about things 108 86.3
Since Internet has become the primary method for consumers to gather information, we plan to leverage as much earned and owned media as possible to create and sustain the word-of-mouth reputation of the brand.
Essentially, for the purpose of educating and informing our target audiences on Hill’s Science Diet, our goal is to drive more traffic through effective SEO/SEM efforts to its official website, where all the nutrition and competitive information is listed. These information will help educate consumers on the severity of pet obesity and how Hill’s Science Diet’s can solve the problem, then help them choose the most suitable products for their dogs.
2.4 Media Objectives
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Statements (any agree) Index V%
Internet use research/info gathering 130 30
The internet has changed the way I get information about products and services 138 81.4
When I need information the first place I look is the internet 136 72.4
In addition to that, we discovered that our target consumers are highly engaged with social media websites. They have higher level of trust for brand information gathered from social media; they are willing to share and review for products/brands they like; and they are more likely to bring what they saw on social network into face-to-face conversations. Our social media strategy is to leverage this trust, having Hill’s loyal brand advocates to share their experiences with the brand to expand reach and build positive brand image.
Statements (any agree) Index V%
I trust product information that I get from social sharing/networking websites more than other sources
191 10
I am more likely to purchase products I see used or recommended by friends on social sharing/networking websites
149 17.1
I am more likely to purchase products I see advertised on a social sharing/networking website
183 8.3
Social sharing/ networking websites are a way for me to tell people about companies and products that I like
126 17.7
I talk about things I see on social sharing/networking websites in face-to-face conversations
151 39.4
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To determine the effective frequency for Hill’s Science Diet, we applied the Ostrow Model below based on our analysis of the brand and our campaign.
2.5 Ostrow Model and Effective Frequency
Marketing Factors That Affect Effective Frequency
Established Brands -.2 -.1 +.1 +.2 New Brands
It’s been around since 1960s, but is has been losing its popularity in recent years.
High Market Share -.2 -.1 +.1 +.2 Low Market
ShareMarket share is dropping drastically in recent years.
Dominant Brand in Market -.2 -.1 +.1 +.2
Smaller, less well-known
brands
Brand awareness is decreasing drastically in recent years.
High Brand Loyalty -.2 -.1 +.1 +.2 Low Brand
Loyalty
With category sales growing steadily, Hill’s sales is dropping – existing consumers are switching brands.
Long Purchase Cycle -.2 -.1 +.1 +.2
Short purchase cycle (high
volume)
The purchase cycle of dog food is 44 days, with a yearly average of 12.1 purchase occasions per buyer. The volume per purchase occasion figure of 11.3 pounds is also on the high side (Mintel Pet Food Report: US 2011).
Product used occasionally -.2 -.1 +.1 +.2 Product used
daily Dogs need to be fed daily.
-.2 -.1 +.1 +.2 Needed to beat competition
Intense competition from the premium dog-food category. Competitors have been outspending us as well.
-.2 -.1 +.1 +.2Advertising to
older consumers, or children
No need to address this particular issue.
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Copy Factors that Affect Effective Frequency
Simple copy -.2 -.1 +.1 +.2 Complex copy
To effectively educate consumers about our product, our message needs to be informative.
Copy more unique than competition
-.2 -.1 +.1 +.2 Copy less unique than competition
Given the huge clutter we have in this premium dog food category, we think more exposure is needed to make us memorable.
Continuing campaign -.2 -.1 +.1 +.2 New copy
campaign
This will be a brand new campaign because we are trying to reach new consumers
Product sell copy -.2 -.1 +.1 +.2 Image type copy
A combination of selling products and building images because objectives include both boosting sales and increasing awareness.
Single kind of message -.2 -.1 +.1 +.2
More different kinds of
messages
Single-minded creative message to establish salient image.
To avoid wearout: New messages -.2 -.1 +.1 +.2 Older messages Fresh copies but same
message on pets’ health.
Larger ad units -.2 -.1 +.1 +.2 Small ad units Due to the limited budget, we are doing long ads or videos.
Media Factors That Affect Effective Frequency
Lower ad clutter -.2 -.1 +.1 +.2 High ad clutter
Competitors are outspending us to a large extent. Especially on TV and Internet, there’s high clutter.
Compatible editorial
environment -.2 -.1 +.1 +.2 Incompatible
environment
Considering building awareness is one of our objectives, we need to cast a wider net to achieve the optimal reach.
Attentiveness high -.2 -.1 +.1 +.2 Attentiveness
low Category involvement is relatively high.
Continuous advertising -.2 -.1 +.1 +.2
Pulsed or flighted
advertising
Although ideally we want to make continuous effort, practically speaking, we can’t afford that with our budget.
Few media used -.2 -.1 +.1 +.2 Many media used
Moderate media mix due to limited budget.
Opportunities for media repetition -.2 -.1 +.1 +.2 Fewer
opportunities Strong media repetition due to limited budget.
Effective frequency for Hill’s Science Diet: 4.0
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NDue to the lack of obvious seasonality of the product itself, we decided to leverage special occasions to determine how we allocate our budget. We’ll start in August and end in July, during which we’ll have two peaks happen in October and March.
3.1 Campaign Timing and Budget Distribution
National Plan Reach Freq GRPs % Share Est $(000)
August 50 3.5 175 9.9 794.1
September 50 3.7 185 10.5 839.5
October 55 4.5 247.5 14 1123.1
November 30 2.3 69 3.9 313.1
December 30 2.3 69 3.9 313.1
January 40 3 120 6.8 544.5
February 50 3.5 175 9.9 794.1
March 55 4.5 247.5 14 1123.1
April 50 3.5 175 9.9 794.1
May 40 2.5 100 5.7 453.8
June 40 2.5 100 5.7 453.8
July 40 2.5 100 5.7 453.8
----- ----- -----
National Media 176 100 8000
National Digital Plan (Budget: $8,000,000)
Month Rationale
Augustto
October
Use the National Dog Day (August 26th) as an opportunity to start rolling out the campaign, starting strong and keep the heat to preempt for National Pet Wellness Month – October as the first climax.
November and
December
November and December are the two months with the most clutter in promotion and sales message across every industry and category. Due to the limited budget we have, we decide to avoid the clutter and invest the minimum amount to only maintain the heat from the first quarter.
Februaryand
March
With the National Love Your Pet Day (February 20th) and National Puppy Day (March 23rd) coming, we’ll have a second climax in February and March. Coming back from the relatively quieter period in the past 2 months, we’ll start increase media exposure in January and keep the heat up till April.
Mayto
July
From May to July, we hope to maintain the momentum built during the past 4 months without over spending our budget.
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NATIONAL DIGITAL PLAN
Display Ads
Since people are spending more and more time on the Internet, display ads becomes an effective way to expand reach. In our plan, display ads will appear on both general websites and targeted websites. Ads on the general websites (big portals like yahoo.com) aim to cast a wider net to reach a more general mass to build brand awareness while those on the targeted sites (such as medical information, food/recipe, trip planning website) aim to further engage with targeted consumers by inviting interactions.
Online Video(pre-roll/mid-roll/post-roll videos)
Online video has become an integral part of people’s daily entertainment. In 2011, more than 100 million Americans watched video online per day (Katz, 2014). According to eMarketer, there will be 200 million people regularly watching online video in the U.S – it represents an opportunity that we couldn’t afford to miss out. Combining visual and sounds, video ads can vividly deliver our message and better engage consumers.
Social Media
Social Media is now THE place for brand to interact with consumers directly. On Facebook, we plan to deliver a pulsing social media campaign that allows Hill’s Science Diet to increase its social presence, raise brand awareness and start engaging conversations with the consumers to generate earned media and word-of-mouth reputation. We will point out the issue of pet obesity by giving out useful tips regarding pet care and pet health, then invite consumers to join our movement to improve such situation.
SEO/SEM Internet is changing the way people gather information drastically – Search Engine becomes the go-to place for consumers to find out about new brands or products. Making our brand websites and information easily accessible through search engine is an essential part for us to raise awareness and build our brand image.
Email Marketing
Email marketing aims to engage consumers in a more personal way. By sending coupons and product updates, we are reminding them about our brand and what we offer in order to increase the possibilities and frequency of purchase, leading to further growth in sales.
Media Mix Strategies
3.2 National Digital Plan (Budget: 8MM)
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N Media Recommendation and Rationale Display ads: general and targeted websites
• According to the data we gathered from Simmons, the target audience is 37% more likely to be effectively influenced by banner ads than the average population. Therefore, display Ads should be an integral part of Hill’s campaign.
Statements Index V%
Banner ads-form lead to purchase 137 5.20
• Display ads will appear on both general websites and targeted ones. For Hill’s Science Diet to maximize its reach, we need to make good use of general portals sites with mass audience. According to ComScore’s data, the above 4 websites present great opportunities for our campaign. Simmons also give us corroborative indices. Yahoo.com, for example, has more than 26 million unique visitors just in the month of October according to ComScore, reaching more than 70 percent of the target population, while Simmons index shows that the target consumers are 10% more likely to visit the site.
General Ad Networks: Statements Index V%
yahoo.com Actual websites used/visited lst 7 days: yahoo.Com
110 30.40
weather.com Actual websites used/visited lst 7 days: weather.Com
128 18.30
msn.com Actual websites used/visited lst 7 days: msn.Com
112 8.60
Media Unique Visitor (000) V%
yahoo.com 26,233 71.9
MSN 21,617 59.2
AOL Inc 21,617 51.5
Windows Live 14,124 38.7
Source: ComScore Key Measurement, October 2015 – Portals
In regards to the targeted websites, we find out that our targets are more likely to be active on websites with health/medical information, shopping sites and trip planning services. Food websites and those with general information also have higher possibilities of targeted visits. Here are a few examples of how we think they might be open to engage with our brand when they are visiting those websites.
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MEDICAL & HEALTH INFORMATION
Online activties-used/visited lst 7 days: medical services and information 145 12.8%
Actual websites used/visited lst 7 days: webmd.com 153 5.7%
FOOD & RECIPES
Actual websites used/visited lst 7 days: cookingchanneltv.com 221 2.6%
Actual websites used/visited lst 7 days: allrecipes.com 125 6.4%
Actual websites used/visited lst 7 days: foodnetwork.com 134 4.7%
TRIP PLANNING
Online activties-used/visited lst 7 days: airline/ car/ hotel info or reservations 137 14.5%
Actual websites used/visited lst 7 days: travelocity.com 145 3.1%
Actual websites used/visited lst 7 days: cheaptickets.com 149 3.3%
SHOPPING PORTAL
Online activties-used/visited lst 7 days: shopping:gathered informtion for shoppng 126 24.9%
Online activties-used/visited lst 7 days: shop-ping: made a purchase 124 23.1%
Actual websites used/visited lst 7 days: amazon 116 25%GENERAL INFORMATION
Actual websites used/visited lst 7 days: about.com 139 2.7%
Actual websites used/visited lst 7 days: ask.com 138 7.8%
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N When people actively seeking medical and health information, they may be interested to know more about their pets’ health.
For some targeted sites, we can even partner with them and do some native ads with interesting content.
This may first seem irrelevant or far-fetched, but when planning trips, consumers might be worried about their
pets that need to be taken care of, therefore open to engage with a dog food ad.
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Video Ads: on video publisher sites
Simmons indices suggest that our target is 41% more likely to be persuaded by full-motion video ads into purchasing products than the general population. From the ComScore statistics, YouTube, Vimeo and hulu is our top choice, among which YouTube is way ahead of the other two in terms of reach and viewership. Therefore we suggest investing all our budget in this area into YouTube pre-roll and mid-roll ads. We will place our ads at those videos with key-words that are appropriate and targeted for our potential consumers. Potentially we want the ads to show up with pet videos, family videos, health tips etc.
Statements Index V%
Full-motion video ads-form lead to purch 141 4.5
Media Unique Visitor (000) V%
Youtube 16,971 46.5
vimeo.com 1,921 5.3
hulu 1,656 4.5
Source: ComScore Key Measurement, October 2015 – Multimedia
Social media:
From the Simmons indices we see that our targets are highly engaged on social networks with brands. They have a higher level of trust for the information they see on social networks and they are more likely to share information on these websites.
Statements Index V%
I like to follow my favorite brands or companies on social sharing / networking websites
132 18
Social sharing / networking websites are a way for me to tell people about companies and products that I like
126 17.70
I am more likely to purchase products I see advertised on a social sharing/ networking website
183 8.90
I often click on links or items posted by other people on social sharing/ networking websites 122 23.50
I am more likely to purchase products I see used or recommended by friends on social sharing/ networking websites
148 17
I trust product information that I get from social sharing/networking websites more than other sources
191 9.10
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According to ComScore, the top 5 most influential social networks are Facebook, Pinterest, Blogger, Twitter and Tumblr. But Facebook is far ahead of any others in terms of user numbers and reach. Therefore it’s essential that we utilize it well to invite deeper engagement with consumers by providing useful and entertaining information for them.
Media Unique Visitor (000) V%
Facebook 26,447 72.5
Pinterest 8,265 22.7
Blogger 6,879 18.9
Twitter 5,682 15.6
Tumblr 5,381 14.7
Source: ComScore Key Measurement, October 2015 – Social Media
(During October – the National Pet Wellness Month, we plan to run a series of daily health tips for dogs, mostly focusing on the
issue of pet obesity to call for people’s attention to the severity of this problem. Then when people click on the photo, we’ll direct
them into a branded Hill’s page on their website as the solutions to dog obesity – Hill’s Science Diet.)
Over the year, we will be running monthly tasks for our followers’ pets. We’ll design training tasks for them and invite them to join a contest by posting photos of their
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Search Engine Keywords
One of the main tasks of our communication is to drive targeted traffic to the Hill’s Science Diet so that we can effectively educate consumers about our products and benefits. Search engine has almost become modern people’s first instinct when it comes to finding our new information. Therefore besides the SEO efforts we need to put into improving our website quality, we also want to take advantage of any opportunities with the search engine by actively purchasing keywords and ad space that come along with it. The keywords we plan to purchase are listed below, and according to Google Adwords, with the budget we are putting in, we will be getting more than 42,000 impressions and almost 400 more clicks per day.
Key word Search Popularity
Key word Search Popularity
Key word Search Popularity
hill’s 9900Hill’s
Science Diet
12100 weight control 5400
dog food nutrition 260 natural
dog food 9900 dog food comparison 2400
healthy dog food 6600 quality
dog food 720 diet dog food 1900
high protein
dog food2900 real meat
dog food 720 IAMS 74000
Royal Canin 368000 Purina 110000 Blue
Buffalo 90500
Daily potential reach: 378+ clicks / 42K+ impressions
Statements Index V%
Spnsrd webstes frm srch rslts-lead/purch 138 1.9When people search a specific term, our paid results would show up
When people try to search our competitors, we’ll try to direct them into the product comparison page of our website and also use the description line highlight our advantages over theirs
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N Email marketing
For those who have already shown interested and got in contact with our brand, we want to make sure they actually go in store and make a purchase by reaching out to them regularly with our latest product information and available deals.
According to our Simmons analysis, our target consumers are not only 30% more likely to act on Email ads, but also constantly looking for better deals on their purchases. Coupons seem to have more influence over their purchasing decisions. Therefore, using Emails to get in contact with them with coupons and interesting information regularly would be a good way of accomplish that.
Statements Index V%
E-mail ads – form lead to purchase 130 14.9
Attitudes (lifesty/intr) – any agree: if I find something i want in a store, I go to the internet to see if i can find a better deal
151 52.1
Attitudes(about shopping) – any agree: because of a coupon, I’d be drawn to a store i normally don’t shop at
138 41.4
Shop behavior – any agree: I shop around a lot to take advantage of specials or bargains
132 72.1
Shop behavior – any agree: I always look out for special offers 127 72.9
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YEAR AT A GLANCE (DIGITAL PLAN)
Ave. Reach Ave. Frequency GRPS $0
Goal Est Goal Est Goal Est Balance Goal Est Balance
August 50 48.3 3.5 3.8 175 207 -32 794.1 756.7 37.4
September 50 48.6 3.7 3.8 185 210 -25 839.5 812 27.5
October 55 53.8 4.5 4.8 248 285 -37 1123.1 1184.8 -61.7
November 30 32.6 2.3 2.2 69 94 -25 313.1 269.9 43.2
December 30 32.6 2.3 2.2 69 94 -25 313.1 269.9 43.2
January 40 41.4 3 2.9 120 164 -44 544.5 494.9 49.6
February 50 48.3 3.5 3.8 175 207 -32 794.1 789.9 4.2
March 55 53.8 4.5 4.8 248 285 -37 1123.1 1184.8 -61.7
April 50 48.3 3.5 3.8 175 207 -32 794.1 789.9 4.2
May 40 38.9 2.5 2.6 100 127 -27 453.8 431.9 21.8
June 40 38.9 2.5 2.6 100 127 -27 453.8 431.9 21.8
July 40 38.9 2.5 2.6 100 127 -27 453.8 431.9 21.8
Total 1763 2053 0 8000 7848.64 151.36
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DIGITAL PLAN FLOWCHART
Medium Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total Across
Ad Networks – run of networks 23 23 26 20 23 26 23 17 17 17
$(000) 120 120 135 105 120 135 120 90 90 90
Ad Networks – targeted networks 30 30 30 30 30 30 30 30 30 30
$(000) 120 120 120 120 120 120 120 120 120 120
Publisher Video Sites 14 17 42 14 42 14
$(000) 110 132 330 110 330 110
Social 117 117 164 70 70 70 117 164 117 56 56 56
$(000) 400 400 560 240 240 240 400 560 400 192 192 192
Digital National GRPS 183 186 261 70 70 120 183 261 183 103 103 103 GRPS 1825
$(000) 716.8 772 1145 240 240 465 785.4 1145 785.4 402 402 402 COST 7500.6
Other National - Google Keywords 24 24 24 24 24 24 24 24 24 24 24 24 GRPS 228
$(000) 25 30 30 25 25 25 30 30 30 25 25 25 COST 410
Other National - Email Marketing N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A GRPS N/A
$(000) 5 10 10 5 5 5 10 10 10 5 5 5 COST 85
National Overall
GRPS 207 210 285 94 94 144 207 285 207 127 127 127 GRPS 2053
$(000) 746.8 812 1185 270 270 495 825.4 1185 825.4 432 432 432 COST 7995.6
Reach 48.3 48.6 53.8 32.6 32.6 41.4 48.3 53.8 48.3 38.9 38.9 38.9
Ave. Frequency 3.8 3.8 4.8 2.2 2.2 2.9 3.8 4.8 3.8 2.6 2.6 2.6
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N 3.3 National Integrated Plan (Budget: $18MM)If given more budget, we believe we can further increase our household penetration to 60% and our overall reach to 80% within the year by integrating traditional media into our digital plan to amplify our brand message and accomplish the goal of sales growth.
MEDIA QUINTILE
Quintile 1
(Highest)
Quintile 2
(2nd Highest)
Quintile 3
(Middle)
Quintile 4
( 2nd Lowest)
Quintile 5
(Lowest)
Cable TV 122 86 94 99 99
TV: Prime Time 90 97 109 112 93
TV: Early & Late Fringe
95 111 106 101 88
Magazines 138 105 87 86 85
Radio: Drive Time
110 97 101 106 87
Outdoor 103 94 104 100 98
TRADITIONAL MEDIA MIX
TV
Although people have been spending a lot more time on Internet, TV is still the most important medium to reach consumers. According to the latest Nielsen research, people in the US still spend most of their time in a day watching TV. Targeted TV commercials will be placed on shows that are appropriate for cultured and sophisticated consumers to build emotional connections.
Women’s Magazines
Based on the media quintile, our consumers are highly engaged with magazines. Combining TV ads and print ads will effectively amplify the influence of our message. Given that magazine readers usually have higher attention level when they engage with the content, it presents us a great platform to inform and educate consumers about our brand.
Radio
Living in the suburbs means our consumers are likely to spend time commuting in cars, which is when radio will have its most influence. While other media help to expand the reach, radio will particularly help build frequency to effectively reinforce our message with prospective consumers and eventually lead to sales growth.
Outdoor – point of purchase
Besides the effort that put into the upper end of the consumer purchase funnel, we plan to have an extra kick to further motivate prospective consumers into trying our brand by using point of purchase promotions. A few initial ideas will be provided later in the chapter.
Traditional Media Mix Strategies
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Media Recommendation and Rationale
Television
From the Simmons indices, we can see that TV is more likely to be the main source of entertainment and information for our target consumers.
Statements Index V%
Attitudes (media) - any agree: I find TV advertising interesting and quite often it gives me something to talk about
158 38.8
Attitudes (media) - any agree: I rely on TV to keep me informed 128 56.1
Attitudes (media) - any agree: television is my main source of entertainment 122 55.1
Attitudes (media) - any agree: there are TV programs that I arrange my schedule around 137 44.7
The media quintile suggests that our target audience are not big fans of prime time TV, instead, they are more likely to watch early and late fringe shows – which could be the result of their busy lifestyle.
They are fond of cable TV and channels that are more sophisticated and cultured. Cheap dramas won’t be the best programs to reach them. They prefer programs that require intelligence (E.g. court show or news), or those informative shows that can quench their thirst for more knowledge (E.g. documentaries).
NETWORK RECOMMENDATIONCable TV services viewed in last 7 days: AMC (American Movie Classics) 116 20%
Cable TV services viewed in last 7 days: CNN (Cable News Network) 152 27%
Cable TV services viewed in last 7 days: Discov-ery Channel 114 23.4%
Cable TV services viewed in last 7 days: Fox News Channel 116 22.7%
Cable TV services viewed in last 7 days: Nation-al Geographic Channel 123 20.3%
GENRE RECOMMENDATIONNetwork weekday daytime: early morning news 121 27.8%
Network primetime: news/documentary 132 30.3%
Network primetime: history/biography 160 6.6%
Syndicated once a week: educational/informa-tional 210 2.8%
Syndicated mon-fri: talk/interview 130 33.8%
Syndicated mon-fri: court 125 14.2%
PROGRAMMING RECOMMENDATION (NEWS/INTERVIEW)Once A Week Programs - View Past 7 Days: 20/20 (ABC) 155 10.5%
Once a week programs - view past 7 days: 60 minutes (CBS) 144 16.3%
PROGRAMMING RECOMMENDATION (COURT)Once a week programs - view past 7 days: The Good Wife (CBS) 139 8.5%
Once a week programs - view past 7 days: Law & Order 130 11.4%
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Print: Women’s Magazines
Complementing TV commercials with print ads usually amplifies the influence of our message. In this case, with our target audience rely heavily on magazines for information and entertainment (according to the above Simmons indices), the extra boost on communication effect is going to be huge.
The five different types of magazines that our target audience are mostly engaged with are: lifestyle, home making, health information, fashion and culture/news magazines. From a creative standpoint, we need to tailor our message into these different magazine genres to fit into their editorial environment, so the consumers would be open to engage with our ads, instead of flipping through it as irrelevant spam.
Statements Index V%
Attitudes (media) - any agree: magazines are my main source of entertainment
194 17.7
Attitudes (media) - any agree: I rely on magazines to keep me informed 196 25.8
Attitudes (media) - any agree: I often read ads in magazines just out of curiosity
166 41.1
Attitudes (media) - any agree: I enjoy reading ads in magazines 189 31.8
LIFESTYLEMagazines - read/look into last 6 mos: Family Circle 132 13.7%
Magazines - read/look into last 6 mos: Woman’s Day 128 14.5%
Magazines - read/look into last 6 mos: O, The Oprah Magazine 161 12.8%
FOOD AND HOME MAKINGMagazines - read/look into last 6 mos: Cooking Light 158 10.7%
Magazines - read/look into last 6 mos: Ladies’ Home Journal 138 12.3%
Magazines - read/look into last 6 mos: Good Housekeeping 127 17.7%
HEALTH INFOMagazines - read/look into last 6 mos: Women’s Health 176 12%
Magazines - read/look into last 6 mos: Health 170 10%
FASHIONMagazines - read/look into last 6 mos: Glamour 135 10.8%
Magazines - read/look into last 6 mos: Cosmo-politan 129 12.7%
Magazines - read/look into last 6 mos: Vogue 171 10.5%
CULTURE AND NEWSMagazines - read/look into last 6 mos: National Geographic 136 21.5%
Magazines - read/look into last 6 mos: News-week 142 12.4%
Magazines - read/look into last 6 mos: Time 136 22%MED
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For news/information magazines, we will be using print ads to raise awareness of the dog obesity issue.
In food magazines, we’ll pitch the diet pet food idea directly to the readers.
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N Radio
Radio is another important source of information and entertainment for our target audience because they are likely to be on the road going back and forth from their job. Based on the indices, we can see that our targets are 20% more likely to be listening to radio on a daily base compared with the general population.
Given that radio usually is effective in building frequency, our ads are presented with the opportunity to reach consumers on their way to the store and convince them to try out Hill’s Science Diet.
Our target audience are more interested in radio programs that are informative, like news or business shows.
Statements Index V%
Attitudes (media) - any agree: I rely on radio to keep me informed 152 36
Attitudes (media) - any agree: radio is my main source of entertainment 162 20.1
Attitudes (media) - any agree: when in the car, I always listen to the radio
118 70.2
Attitudes (media) - any agree: I listen to the radio every day 120 54.7
Radio listening -any- cume audience: mon - fri drive time 104 63.8
RADIO RECOMMENDATIONAll news - cume audience 128 15.3%
News/talk - cume audience 125 16.9%
News/talk/business/sports -cume audience 118 19.4%
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Point of Purchase Promotional Idea
Give consumers a final push at the store by placing a QR code sticker the shelf so they can get coupons immediately
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YEAR AT A GLANCE (INTEGRATED PLAN)
Ave. Reach Ave. Frequency GRPS $0
Goal Est Goal Est Goal Est Balance Goal Est Balance
August 60 76.4 4.5 4.2 270 342 -72 1370.9 1403.7 -32.7
September 70 78 4.5 4.2 315 352 -37 1599.4 1476.9 122.5
October 80 84.8 5 4.8 400 432 -32 2031 2419.1 -388
November 60 73.4 4 3.9 240 307 -67 1218.6 1178.9 39.7
December 60 73.4 4 3.9 240 307 -67 1218.6 1178.9 39.7
January 60 76.4 4.5 4.2 270 342 -72 1370.9 1403.7 -32.7
February 70 78 4.5 4.2 315 352 -37 1599.4 1476.9 122.5
March 80 84.8 5 4.8 400 432 -32 2031 2419.1 -388
April 70 78 4.5 4.2 315 352 -37 1599.4 1476.9 122.5
May 60 73.4 4 3.9 240 307 -67 1218.6 1178.9 39.7
June 60 73.4 4 3.9 240 307 -67 1218.6 1178.9 39.7
July 60 73.4 4 3.9 240 307 -67 1218.6 1178.9 39.7
Total 3545 4425 0 18000 17970.72 29.28
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N INTEGRATED PLAN FLOWCHART
Traditional Medium Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total Across
Net TVEarly News 20 20 GRPS: 40
$(000) 239.7 239.7 COST: 479.4
Net CableE Fringe 50 50 40 20 20 50 50 40 50 20 20 20 GRPS: 430
$(000) 313.6 313.6 250.8 125.4 125.4 313.6 313.6 250.8 313.6 125.4 125.4 125.4 COST: 2696.5
Net CableL Fringe 40 40 GRPS: 80
$(000) 273.3 273.3 COST: 546.6
Natl Syndication 25 25 GRPS: 50
$(000) 406.8 406.8 COST: 813.6
Net RadioMorning Drive 30 30 30 30 30 30 30 30 30 30 GRPS: 300
$(000) 77.8 77.8 77.8 77.8 77.8 77.8 77.8 77.8 77.8 77.8 COST: 777.6
Net RadioEvening Drive 30 30 50 30 30 30 30 50 30 30 30 30 GRPS: 400
$(000) 79.4 79.4 132.3 79.4 79.4 79.4 79.4 132.3 79.4 79.4 79.4 79.4 COST: 1058.4
MagazinesWomens 25 35 50 20 20 25 35 50 35 20 20 20 GRPS: 355
$(000) 183.1 256.3 366.2 146.5 146.5 183.1 256.3 366.2 256.3 146.5 146.5 146.5 COST: 2600
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INTEGRATED PLAN FLOWCHART (CON’T)
Digital Medium Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total Across
Ad Networks – run of networks 23 23 26 20 23 26 23 17 17 17
$(000) 120 120 135 105 120 135 120 90 90 90
Ad Networks – targeted networks 30 30 30 30 30 30 30 30 30 30
$(000) 120 120 120 120 120 120 120 120 120 120
Publisher Video Sites 14 17 42 14 42 14
$(000) 110 132 330 110 330 110
Social 117 117 164 70 70 70 117 164 117 56 56 56
$(000) 400 400 560 240 240 240 400 560 400 192 192 192
Digital National GRPS 183 186 261 70 70 120 183 261 183 103 103 103 GRPS 1825
$(000) 716.8 772 1145 240 240 465 785.4 1145 785.4 402 402 402 COST 7500.6
Other National - Google Keywords 24 24 24 24 24 24 24 24 24 24 24 24 GRPS 228
$(000) 25 30 30 25 25 25 30 30 30 25 25 25 COST 410
Other National - Email Marketing N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A GRPS N/A
$(000) 5 10 10 5 5 5 10 10 10 5 5 5 COST 85
National Overall
GRPS 342 352 432 307 307 342 352 432 352 307 307 307 GRPS: 4425
$(000) 1403.7 1476.9 2419.1 1178.9 1178.9 1403.7 1476.9 2419.1 1476.9 1178.9 1178.9 1178.9 Cost: 17970.7
Reach 76.4 78 84.8 73.4 73.4 76.4 78 84.8 78 73.4 73.4 73.4
Ave. Frequency 4.2 4.2 4.8 3.9 3.9 4.2 4.2 4.8 4.2 3.9 3.9 3.9
48
APP
END
IXDog Food Ratings _ Dog food Advisor
Blue Buffalo 3.9 IAMS 2.7
Blue Buffalo 3.5 Iams So Good Dog Food (Dry) 2
Blue Buffalo Basics Grain Free (Dry) 2.5 Iams ProActive Health (Dry) 3
Blue Buffalo Wilderness (Canned) 4.5 Iams Naturistics 4
Free of Byproducts +0.2 Free of Byproducts -0.2
Artificial Ingredients +0.2 Artificial Ingredients -0.1
Hills Science 3.9 Nestle 3
Hill’s Science Adult Light (Dry) 3.0 Purina Beyond And Adventure (Dry) 3.5
Hill’s Science Diet Adult Perfect Weight 3.5 Purina Beyond Simply 9 3.5
Hill’s Science Diet Puppy canned 2.5 Purina One Smart Blend 2
Free of Byproducts +0.2 Purina Pro Plan Natural (Canned) 3.5
Artificial Ingredients + 0.2 Purina Pro Plan Select (Canned) 3.5
Royal Canin 2.2 Free of Byproducts -0.1
Royal Canin Breed Specific 2.5 Artificial Ingredients -0.1
Royal Canin Giant (Dry) 2.5
Royal Canin Breed-Specific Puppy (Dry) 2.5
Free of Byproducts -0.2
Artificial Ingredients - 0.1
49
Brand Product Price ($) Weight (lb) Price/lb Average
Blue BuffaloAdult Cicken and Brown Rice 17.42 6 $2.90
Weight Control Chicken and Rice 22.99 6 $3.83
Puppy Chicken and Brown Rice 26.99 6 $4.50
$3.74
Hill’s Science Diet
Adult Advanced Fitness Formula 14.99 5 $3.0
Perfect Weight Formula 46.99 15 $3.13
Healthy Develpment Puppy Formula 60.99 30 $2.03
$2.72
Iams
Protective Health Adult Mini Chunks Formula 27.99 15 $1.87
Protective Health Adult Weight Control Formula 46.99 29.1 $1.61
Protective Health Smart Puppy Large Breed Formula 47.99 30.6 $1.57
$1.68
Nestle
ProPlan
Focus Adult Small Breed Formula 41.99 18 $2.33
Savor Adult Shredded Blend Weight Management 59.99 34 $1.76
Focus Puppy Chicken and Rice 66.99 34 $1.97
Purina One $2.02
Smart Blend Chicken and Rice Formula Adult Premium 23.99 16.5 $1.45
Smart Blend Healthywieght Formula Adult Premium 23.99 16.5 $1.45
$1.45
Royal Canin
Maxi Large Breed Adult 72.99 35 $2.09
Maxi Weight Care Formula 65.99 30 $2.20
Medium Puppy Formula 59.99 30 $2.00
$2.09