Amanda Tannenbaum
Camille Mulkey
Scott Bauer
Terry McMillan
Klondike: What’s the problem?
Lack of brand preference
● Consumers are aware of the Klondike Bar’s features/benefits but
seem to prefer Skinny Cow or Nestle Drum Sticks instead.
● Negative feedback on numerous channels of social media
● Past years small media budgets and media mix have not proven
effective
Product Analysis
● Previous campaign:
humorous, risque and
suggestive.
● Geared towards young men
● “The Best Ice Cream Bar Ever
Conceived” Campaign
Consumer Analysis
● Based on MRI+ analysis
o Women are main purchasers
o Primary grocery shoppers
o Buying for household
● These men are more attracted to male fantasies,
humorous jokes, and sports.
Competitive Analysis
Top Frozen Novelty Brands 2013
● Nestle Drumstick
o 4.89% Market share
o $1.8 million budget
o magazines, outdoor, Internet, cable TV, spot TV, and national spot radio
● Skinny Cow
o 4.72% Market share
o $1.5 million budget
o magazines
Media Expenditures & Media Mix
Klondike
● largest budget
● 99% on TV
● 1% outdoor
Nestle
● 40% magazines, 10% outdoor, 45% radio
Skinny Cow
● magazines only
● smallest budget
Share of Voice
2013:
●
Klondike had the highest SOV for media
expenditures.
●
Klondike was number one for TV because they
were the only one to use Network TV and
Cable TV.
●
Skinny Cow had the highest SOV for magazine
usage with 68% of its budget going towards it.
2012:
● Klondike had the highest SOV.
● Nestle and Skinny Cow had the same SOV.
● Neste: magazines and Internet
● Skinny Cow: magazines
SWOT Analysis
Primary Research
• To learn more about Klondike’s, and its competitors, strengths and weaknesses
from the consumer’s point of view, an online survey was distributed. Trade
research was also established by talking to grocery store managers about
Klondike, and the ice cream industry overall.
●
Key Information Found from Survey
Consumer’s Favorite Ice Cream in order of preference:
○ Ben & Jerrys, Haagen Dazs, Nestle, Skinny Cow, Klondike
●
What criteria do you consider when purchasing Klondike?
○
taste (74%), price (55%), variety (26%), familiarity (20%)
Key Information Found from Trade Research
●
Communication between employees and shoppers normally deals with a shopper’s
desire to find a specific good. Employees are not acting like salespeople.
New Target Audience
● Women 25-54
o Married
o Employed: Professional
o Children
o Lives in the South
o High Income
Marketing Objective
Increase market share to 5%
● Klondike currently owns 4.12% market share in the frozen specialty ice cream
industry
● Skinny Cow, Nestle Drumstick, and Wells Dairy Weight Watchers are the top
three brands.
● Nestle Drumstick owns 4.89% market share and holds the number one spot.
Advertising Objective
Reposition the brand in the mind of the consumer and achieve awareness from
85% of our new tarket market
● focus on reach
● no more risque feel geared towards men
● aimed towards women who are the ones purchasing the product
● differentiate ourselves from the competition
IMC Objective
● sales promotion
o coupons
o “like” for an offer
● public relations
o social media
o word-of-mouth
● special packaging
o Colored aluminum
o Floral componets
Advertising Strategy
Target Audience
Women ages 25-54, married, and employed
Where would you like to be in the mind of the consumer?
Klondike would like to be the preferred brand of ice cream for productive, task oriented women who
are ages 25- 54 .
Consumer promise/benefit?
Allow wives and mothers to escape their hectic daily lives and enjoy a moment of relaxation
Supporting evidence?
The MRI+ data and PRIZM’s data show the characteristics and psychographics of the type of women
who purchase Klondike bars.
Tone of voice for the advertising?
Klondike new tone of voice will convey the brand’s personality as friendly, charming and humorous.
Big Idea
Slogan: “Feel like a Queen with Klondike”
● Appeal to the new target audience by grabbing their attention using an endearing
term
● Depict the Klondike bars as a treat that can be enjoyed after a hard day
● Enjoying a Klondike bar at the end of the day will allow each aqueen to have five
minutes of freedom
Budget
Total Campaign Budget $17 million
● Advertising Budget $14 million
o media budget $12 million (MFP media budget is 12,170,000 due to the addition
of our contingency budget)
o production budget $2 million
● PR $550,000 (3%)
● Special Packaging $980,000 (6%)
● Sales Promotion $1,300,000 (8%)
● Contingency $170,000 (10%)
National $90,000
Spot $80,000
Media Budget
• April - August (National and Spot Campaign)
o Media Mix: Total Cost
Net TV-Prime: 4252.7
Net Cable-Prime: 3062.3
Net Radio-Morning Drive: 653.3
Net Radio-Daytime: 293.7
Net Radio-Evening Drive: 661.5
Magazines-Womens: 1606.2
Magazines-General Interest: 356.1
SPOT CAMPAIGN ONLY RUNNING IN APRIL &
MAY
Spot TV-Daytime: 143.3
Spot TV-Prime: 682.5
Spot Radio-Morning Drive: 114.1
Spot Radio-Evening Drive: 121.5
Total Cost for National ONLY Campaign: 10885.7
Total Cost for Spot ONLY Campaign: 1061.3
Total Cost for National & Spot Campaign: 11947
Media Objective
Seasonality
Geographic Coverage
●
Beginning of spring into the summer months.
●
National Campaign
●
Temperature begins to get warmer.
●
●
Advertising will start in the beginning of April.
Spots in the Southern region of the
United States.
●
The campaign will be for five months, ending in
●
The regions that will need additional
media coverage will be the West South
Central Region of the United States.
●
The Southern region also has the
highest population of the four regions
that are specified.
August.
●
Advertise the heaviest in April and May and
continue into May and June.
●
The spot campaign in April will be when we want
to reach our target audience of women from 25-54
.
Media Strategies
Paid
o TV
o radio
o magazines
Owned
o Facebook
o Twitter
o Klondikebar.com
Earned
o Conversations through social media
o WOM through social media marketing and promotional efforts
Media Vehicles: Magazines
Target: Female age 25-54
Title
GRPs
Total Cost ($)(000)
Women’s Magazines
Cosmopolitan
Elle
Glamour
General Interest Magazines
Us Weekly
Life and Style Weekly
People
340
$1,606.2
40
$356.1
Plan Total
Total GRP 380
Total Cost $1,962.3
Media Vehicles: TV
Daypart/Vehicle
Network TV
●
Early Morning
o
Fox News Channel
o
NBC News Today Show
o
ABC News Good Morning Am.
●
Nighttime
o
CBS Local
o
NBC Local
o
TBS Big Bang Theory
Network Cable TV
●
Daytime
o
Food Network 30 Min. Meals
o
ABC Family Channel Reba
o
TLC Say Yes to the Dress
Spot TV
●
Early Morning
o
ABC The View
o
USA Law & Order SVU
o
Food Network Cupcake Wars
●
Nighttime
o
Bravo Million Dollar Listing
o
Lifetime Little Women L.A.
o
ABC Grey’s Anatomy
Plan total
Total Cost ($) (000)
$4252.7
$3062.3
$825.8
$8,140.8
Media Vehicles: Radio
Daypart/Vehicle
Morning Drive
Adult Contemporary
Morning News and Weather
Weekday 10pm-3pm
Adult Contemporary
Weekday 3pm-7pm
Adult Contemporary
Evening News and traffic reports
Weekend 3pm-7pm
Adult Contemporary
News/Information
________________________________________________
Plan Total
Total Cost (000)
$767.4
$293.7
$661.5
$121.5
Total Cost:
$1,844.1
Print Ads
15 Second TV Spot: “Office Life
Scene 1
SCENE OPENS WITH A WIDE SHOT OF 35
YEAR OLD WOMAN WORKING AT HER
DESK IN CORPORATE AMERICA.
WORKLOAD IS OVERWHELMING AND
SHE IS BEGINNING TO GET FRUSTRATED
SFX :HEAVY SIGHS FROM WOMAN
PAPERS SHUFFLING
Scene 2
FADE IN: WOMAN LEAVES HER
DESK AND SNEAKS INTO NEARBY
EMPLOYEE KITCHEN AREA
SFX: OTHER EMPLOYEES TALKING
AMONGST THEMSELVES, PHONES
RINGING, PAPERS SHUFFLING
HIGHHEELS SOFTLY CLICKING THE
FLOOR
Scene 3
WOMAN OPENS FRIDGE AND
SPOTS A BOX OF KLONDIKE BARS.
WOMAN OPEN THE BOX AND SEES
THAT THERE IS ONLY ONE
KLONDIKE BAR LEFT. SHE TAKES
THE KLONDIKE BAR AND OPENS
THE WRAPPER.
SFX : FRIDGE CREAKING OPEN
EMPLOYEES TALKING OUTSIDE
THE THE DOORWAY OF THE
KITCHEN AREA
Scene 4
ZOOM IN TO SHOT OF WOMAN
TAKING A BITE OF THE KLONDIKE
BAR AND ENTERING A STATE OF
EUPHORIA. OFFICE NOISE SEIS AND
PEACEFUL AUDIO BEGINS
AUDIO:PEACEFUL, ANGELIC JAZZ
MUSIC BEGINS TO PLAY
15 Second TV Spot: “Office Life
Scene 5
BLURS FOCUS TO KITCHEN
KLONDIKES LOGO, SLOGAN AND PRODUCT
APPEARS ON THE SCREEN
AUDIO:FEMALE VOICE OVER: KLONDIKE ICE
CREAM BARS CAN MAKE ANY WOMAN FEEL
LIKE ROYALTY. WITH OUR NEW DELICIOUS
FLAVORS, AN ESCAPE TO PARADISE IS AS
EASY AS OPENING YOUR FREEZER. TAKE A
BITE AND FEEL LIKE A QUEEN WITH
KLONDIKE.
30 Second TV Spot: “War Zone”
SCENE 1
FOCUS ON THREE YOUNG BOYS RUNNING
AROUND A HOUSE MAKING A COMMOTION.
ONE BOY IS SKATEBOARDING IN THE LIVING
ROOM. THE TWO OTHER BOYS ARE FIGHTING
WITH EACH OTHER OVER THE REMOTE TO
THE TELEVISION.
SFX: LOUD, TELEVISION IS MAKING LOUD
NOISES, CHILDSKATEBOARDING SKATES INTO
A WALL MAKING A LOUD BANGING NOISE)
SCENE 2
CAMERA SPINS 180 DEGREES AND
SHOWS THE FATHER WALKING IN
THE FRONT DOOR, NOTICING THE
COMMOTION IMMEDIATELY. HE
WALKS UP TO THE TWO
CHILDREN ON THE COUCH
FIGHTING.
AUDIO
FATHER: TIMMY! WHERE IS YOUR
MOTHER!
TIMMY: LAST TIME I SAW MOM
WAS IN THE KITCHEN
SCENE 3
CAMERA FOCUSES IN ON THE
FATHER. THE FATHER IMMEDIATELY
WALKS INTO THE KITCHEN TO
LOOK FOR HIS WIFE. HE LOOKS
UPSET, AND CONFUSED. CAMERA
SPINS 90 DEGREES TO FIND THE
MOTHER SITTING AT THE KITCHEN
TABLE ENJOYING A KLONDIKE BAR.
THE MOM LOOKS TO BE IN SOME
SORT OF TRANCE WHILE ENJOYING
THE ICE CREAM BAR.
AUDIO
FATHER: JULIE. JULIE. THE KIDS ARE
OUT OF CONTROL, WHERE ARE
YOU?
(NO RESPONSE)
FATHER: JULIE, ARE YOU OKAY?
picture the women eating a Klondike bar, not drinking OJ
SCENE 4
THE CAMERA ZOOMS INTO THE
MOTHER’S MIND, SHOWING THE
VIEWER WHAT THE MOTHER IS
THINKING ABOUT. THE MOM IS
DAYDREAMING ABOUT BEING THE
QUEEN OF AN EMPIRE. SHE IS
ENJOYING A KLONDIKE ICE CREAM
BAR WHILE SITTING IN A BEAUTIFUL
FLOWER FIELD, ENJOYING A PERFECT
DAY. WHILE THE VIEWER SEES WHAT
THE MOTHER IS THINKING, THE
VIEWER STARTS TO HEAR THE
FATHER’S VOICE. THE MOTHER WAKES
UP FROM HER DAYDREAM, AND SEES
HER HUSBAND.
AUDIO
FATHER: JULIE, JULIE, ARE YOU OKAY?
MOTHER: HEY DAVE. SORRY I WAS
DAYDREAMING. HOW WAS YOUR DAY?
FATHER: MY DAY WAS FINE, BUT THERE
IS A WAR ZONE IN THE LIVING ROOM
SCENE 5
BLURS OUR FOCUS OF THE KITCHEN,
AND KLONDIKE’S LOGO, SLOGAN, AND
PRODUCT APPEARS ON THE SCREEN.
AUDIO
FEMALE VOICE OVER: KLONDIKE ICE
CREAM CAN MAKE ANY MOM FEEL
LIKE A QUEEN. WITH OUR NEW
DELICIOUS FLAVORS, AN ESCAPE FROM
YOUR HECTIC PARENTHOOD IS AS
CLOSE AS YOUR FREEZER. CHECK OUT
OUR NEW ICE CREAM BARS, AND FEEL
LIKE A QUEEN WITH KLONDIKE.
“Feel Like a Queen with Klondike”
:30-second As-Recorded Radio Spot
“Not a Care in the World with
Klondike”
:30-second As-Recorded Radio Spot
PR Execution
Social Media: Facebook
PR Execution
Social Media:Twitter
Sales Promotion Execution
●
●
coupons
“like” or “follow” to receive an offer on social media
Special Packaging Execution
Evaluation
During Campaign
● Track social media channels to evaluate consumer’s thoughts
on our campaign
● Use MediaMind to track if our selected vehicles are
portraying our intended message to our intended audience
Post Campaign
● 3 months after the campaign, we plan on tracking who
bought our product
o Was it our target audience?
● 6 months after the campaign, we plan on conducting another
survey to test if attitudes toward our product has changed,
and if brand awareness has changed
Conclusion
Problem? Solved.
● New Target Audience
● New Big Idea
● New Package
● Concentrate on months our competitors do not strongly
advertise
● Use Advertising vehicles that will reach our target
audience
● Evaluate during and after our campaign to adapt if any
issues arise