Presented by
Patrick Birdwell, Julia Buckton, Will Busen,
and Scott Mozina
Executive Summary
Our brand, Lunchables, has immediate name recognition for many throughout the
country, and wide distribution, making it the top choice for prepackaged children’s lunch. Kraft
Foods has large amounts of capital to market test and try out new product lines. New lines can be
quick and cost effective when put into production because of Kraft’s numerous suppliers and
plants, as well as shipping abilities. Lunchables is a familiar product that with effective
rebranding could be subject of much attention from the public.
Our SMART goal is to increase our market shares by 5% by 2016. We will be using our
marketing mix to accomplish this goal. Our strategies focus on pricing, promotion, product, and
placement. As a company, Lunchables has many competitors in the field. College dining
service providers, TV dinners, and Armour Lunchmakers are just a few examples of Lunchables’
current competition. Our competition has not capitalized on the college demographic thus far,
providing us with a first-mover advantage in this market. Although we are marketing our
product at a premium to other Lunchables products, we still deliver everyday low pricing and
promote a healthy, increased portion size, and still inexpensive meal option for college
students. Our promotion will be integrated with the college theme of each institution through our
social media campaign.
Company Description
Kraft Foods’ Lunchables have been the primary grab and go children’s lunch option since
1988. The market share is dominated by Lunchables but has experienced challengers lately,
advertising healthier natural options. Coupled with critics long time attacks on brand for having
little nutritional value, these challenges pose a serious threat to Lunchables’ market. However,
attempts to make Lunchables appear healthier have been its most successful campaigns. The
brand’s 2011 launch of a line including fruit cups and smoothies boosted sales and put
Lunchables once again in a secure place at the top of its market.
Objectives/Strategies/Tactics
Pricing

Increase the price relative to current Lunchables products
o
Selling by volume rather than profit
o
Psychology aspect of the median pricing
o
Standardized across the US to avoid horizontal conflict
o
Everyday low pricing (ELP)
o
Discount and allowance pricing
o
Product line pricing
o
Product bundle pricing
Promotion

Revamped image with increased reach
Product
o
Point of purchase displays
o
Social media plan and development
o
Lunchables truck that is integrated with the social media campaign
o
Last Minute Lunchables: Finals Night
o
Textbook giveaway sweepstakes
o
Promotional coupons
o
Direct mail
o
TV commercial

Creating a healthy alternative to pre made lunches
o
Including fresh fruits and low calorie options
o
No preservatives
o
Co-branding
o
Specialized sustainable packaging
o
Increased portion size
o
Variety of product options
o
portable meals
Placement

To dominate the attention of the collegiate market
o
Sold at grocery stores and convenience stores in a 5 mile radius of college
campuses
o
Located at the front of the refrigeration section at stores
o
Lunchables truck at college sporting events
o
Strong affiliation with the campus dining services
o
Packaged and distributed in the same state of sale
o
A booth at college welcome week
o
Selective distribution
Core Competencies:

Strong brand loyalty

Best distribution channel

Unlimited advertising budget

Best salesforce in the market
Situation Analysis
As the first mover in the prepackaged lunch meals for children, Lunchables has dominated this
space since they created it in 1988. They have managed to retain nearly 76% of the market share
in this category, generating a whopping $1 billion in retail sales in 2014. Although some argue
that there is not much growth in the product category, Lunchables would argue otherwise. This
space is not only for children’s meals, although it began that way. Lunchables Uploaded has
proven a tremendous success with targeting ages between 13-17 and generated over $125 million
in its first year alone. We aim to expand the market further with our product that will engage the
college market, Lunchables University. As there are currently no major player competing in this
space, we can expect similar results to the success of the Lunchables Uploaded launch, and once
again capitalize on the first mover advantage in this space. Specifics on major segments affecting
Lunchables can be found below.
Economic:
Lunchables constantly monitors their economic environment and reacts from shifts that
take place with their target customer relationships, ideally leading these changes in the
marketplace. The future success of the brand relies heavily on management’s ability to capitalize
on changing economic trends that may affect the level and allocation of their consumers’
purchasing power. Since Lunchables is a product line of Oscar Meyer, which is a subsidiary of
Kraft Heinz, their company as a whole must closely analyze changes throughout the global
marketplace, monitoring things such as recessions and expansions that play a massive role on
consumer ability to purchase their products. For instance, when the U.S. experiences an
economic recession, Lunchables’ sales are extremely hurt as consumers begin to purchase
ingredients to make meals at home, or turn to cheaper substitute products. Lunchables’
marketing team must capitalize on value marketing in order to effectively communicate to
consumers that they are receiving a solid value for the cost of the product and maintain strong
sales revenue.
Additional economic factors that must be considered and analyzed my Lunchables’
marketing team is the ideal demographics and target market based on income distribution, cost of
living, changes in the wealth gap, unemployment rates, and various other areas that can affect
their sales. Lunchables is not an extremely differentiated product but they can achieve very low
costs through their economies of scale, which helps to maintain customers who are not very
wealthy and can afford to purchase the convenient meals despite low income levels. Conversely,
Lunchables can still gain sales from higher income demographics who receive appeal from the
convenience factor of the product and are drawn in from marketing efforts such as chances to
win sweepstakes and prizes.
Social/Cultural:
Trends have largely shifted toward healthier lunch options for kids. Despite a successful
product launch, Lunchables Uploaded actually contains more calories than regular Lunchables.
This is a step in the wrong direction. The Google search for the product yields overwhelmingly
negative press about their nutritional value, which largely impacts people’s views on
organizations such as Lunchables.Values certainly cannot be ignored in a time where new
technologies have given everyone a voice. It is vital to the success of any company to maintain a
positive image from the consumer base and to promote a positive image.
A company’s spokesperson plays a major role in the culture of the marketing campaign,
and more importantly – the brand. Lunchables has recently adopted Malcolm McDowell, a
seasoned actor, as their spokesman. This is a very confusing and perhaps misguided selection on
their behalf for several reasons. McDowell isn’t exactly the most appealing spokesman for a
brand that largely targets youth and their parents. For example, his roles in films are often
depicted as dark and frightening characters. He has appeared as Satan in Suing the Devil,
featured in Lady Psycho Killer, and will be shown in 2016 as The Boogeyman in Abnormal
Attraction and Father Murder in 31. It is difficult to imagine this actor would create more appeal
for the brand. If the younger target market hasn’t seen him as the dark and frightening characters,
there is a good chance that their parents have, which might initiate this peculiar confusion. Who
wants Satan selling their children packaged meals? However, Lunchables has recently also
teamed up with Rob Dyrdek, a young professional skateboarder with a large TV presence. He
can be seen doing extreme sports with kids on various commercials, promoting a cooler and
extreme association with the brand. Another way Lunchables wins over kids is by partnering
with Microsoft’s Xbox, since an overwhelming majority of kids are exposed to their sponsored
ads by playing video games on this popular gaming console.
Lastly, Lunchables has built a strong culture over the last 25 years with constantly
incorporating sweepstakes and prizes with the promotion of their products. Commercials and
packaging with bright colors, ear-to-ear smiles on children's’ faces, and attention-grabbing
elements have consistently communicated this, and continues to with Lunchables’ latest
campaign, Lunchables Uploaded. The brand boasts prizes such as $25 gift cards to Toys R Us,
Amazon, and various other retailers in addition to grand prize family trips to places like Sydney,
Australia. The company spent an estimated $15.4 million on marketing efforts in 2013.
Lunchables’ target market expects to have the opportunity to win these prizes after so many
years of promoting this culture. This ultimately shapes the consumer’s perception of Lunchables
as a corporation and hopefully promotes a fun and exciting way to keep the consumer happy.
Technological:
Lunchables has consistently used mediums such as television to advertise and market to
children and their parents. Since Lunchables’ inception in 1988, it has capitalized on television
commercials to get the appeal across to their customers. Across a wide array of marketing styles
adopted in their television commercials, Lunchables’ latest TV commercials depict bizarre duo
of platypus and jack rabbit plush dolls engaging in various activities such as dancing, playing
musical instruments, indoor skydiving, hiking, and playing cards. Since technology and
marketing mediums have transformed dramatically since the 1980s, Lunchables has attempted to
adapt to the developments in the market. In addition to the continuation of television ads,
Lunchables now uses social media to reach their teen and younger target market. The company
uses social media such as Facebook, Twitter, and YouTube to keep customers and followers
engaged with status updates, photos, and replies to some of those who contact the company over
these sites.
Despite Lunchables’ attempts to keep up with the technological advancements and trends
of 2015, it’s safe to say that they haven’t made much marketing progress through social media
campaigns. For instance, Lunchables’ verified Twitter account has less than 6,000 followers. To
put things into perspective, the account labeled “Common White Girl” has 816,500+ followers,
which is a satirical account illustrating stereotypes of American teenage girls. Although this is
entirely unrelated in theme, a random Twitter account run by a college girl has managed to
attract 151 times the amount of followers that an official and mature company has been able to
attract. In addition, Lunchables does not currently have official Instagram or Snapchat accounts.
Both of these forms of social media are extremely prevalent in today’s society yet the company
has not pursued marketing through these cost-free mediums, which conveys the message to a
discerning researcher that Lunchables is still not engaged in a full fledged social media
campaign. Online advertising also plays a major role in today’s marketing competition, and
Lunchables utilizes paid ads to appear near the top of Google’s and others’ search engines when
consumers search for premade and convenient meals, largely increasing their exposure and brand
recognition in this market.
Political/Legal:
In recent years, political and legal factors have increasingly affected the food and
beverage industry due to scrutiny and apprehension of nutrition facts, as consumers have largely
become more health conscious. After a number of lawsuits targeting schools along with
additional negative publicity, new rules and regulations have been implemented nationwide. In
1990, the Nutrition Labeling and Education Act required all food and beverage companies to
detail nutritional information on their labels, which has largely reshaped the exposure to
increased nutrition standards. The USDA issued stronger nutrition standards in schools after the
Healthy, Hunger-Free Kids Act of 2010, ultimately limiting levels of sugar, fat, and salt, and of
course, calories. In addition to the regulations concerning food standards in the U.S., there are
also marketing regulations as well. For instance, many marketing campaigns have targeted
children with promoting unhealthy foods and beverages, negatively contributing to the spike in
childhood obesity and concerning parents and lawmakers across the country.
Although marketing laws have impacted previous lines of Lunchables meals that are
marketed to kids, our new product line will not face these restrictions. These laws prohibited
marketing products toward kids that lacked a certain nutritional value, resulting in various
Lunchables selections to be completely prevented from marketing to children. This factor that is
unrelated to our new product line, which provides high-quality and healthy meals that surpass all
of the various aforementioned restrictions. We plan on capitalizing on this front, completely
deterring the negative press and public criticism that has plagued previous Lunchables products,
and conversely provide a huge opportunity for positive press for making this alteration.
Lunchables has engaged in cause-related marketing, which has improved their brand
through linking them to positive social causes such as the Boys & Girls Clubs of America. in
2015, Lunchables announced that they will donate up to $1,000,000 to this organization to
promote a fun and active lifestyle for kids. They have already renovated several playgrounds for
kids, providing them with updated facilities and equipment for exercising and engaging in
physical activity through sports in order to promote a healthy lifestyle. Going into the
communities and making a difference in this manner has largely begun to improve Lunchables’
perception by consumers.
Competitive Environment:
The prepackaged meals industry is highly competitive. Since shelf space, and more
importantly – refrigerated shelf space, is fixed and limited amongst grocers, competition is
exceptionally tough for Lunchables. There is only one way for Lunchables to gain more
refrigerated shelf space in stores, which is by convincing the seller to reduce the amount of
competing products in order to increase the amount of their products. Since today’s consumer
has developed into a more educated and health conscious market, increasing levels of scrutiny
and attention to nutritional value are holding a lot of weight when comparison shopping. For
instance, Armour’s Lunchmakers might incorporate an attack toward Lunchables’ nutrition facts
by comparing them in an advertisement with their own and highlighting lower levels of sugar or
fat, in attempt to communicate to consumers that they are a healthier alternative. This may
prompt a reactive approach from Lunchables that highlights their support of the Boys & Girls
Club of America and run a commercial that shows children laughing and enjoying Lunchables as
they play with their new gear. Although Lunchables is the current market leader in the space of
convenient meals, they have been internally investing millions of dollars, increasing amounts
each year, to take a proactive approach to marketing and ward off their major competition to win
a higher percentage of the market share. More details about Lunchables’ competition can be
found in the below ‘Competition’ section.
SWOT Analysis
Competition
When looking at Lunchables competition it presents a higher trend in people wanting
healthier options for their children. Revolution lunches is a Oakland based company attempting
to focus on the importance of a well-balanced meal and dietary restrictions for children.
Research has found that success from Lunchables stems from the convenience of the meals at an
affordable price. Revolution might be a higher threat in the future but there is competition among
the frozen dinner providers. These TV dinners are chocked full of preservatives, but people still
seem to look past that and focus on the quick and easy preparation for a frozen dinner.
Lunchables currently has the product image of being unhealthy, processed, and full of toxins.
Since Lunchables is hoping to focus on marketing toward an older crowd for Lunchables
University they plan to incorporate more fresh fruit, less corn syrup and hydrogenated oils all at
an affordable price. It is understandable how busy students and young adults can be, and
Lunchables strives to promote the fact that these meals are healthy and lack the typical
preservatives found in TV Dinners or even the lunchables counterpart Armour
Lunchmakers. Armour lunchmakers is similar to Lunchables in that they provide quick
affordable lunches at a cheap prices. Armour does not have any sort of hold on the market of
quick meals especially for older age groups. By marketing the product as healthy and affordable
Lunchables can dominate the children’s lunch category and completely knock Armour
lunchmakers from ever being able to compete with our upcoming product.
Lunchables wants to be teen friendly and hopefully this can happen on college campuses
across the world. Many college campuses already have food providers such as Sysco or
Chartwells and the company intends to promote the product to be seen on college campuses
across the country. These major food providers are a competition for but by providing an cheaper
alternative for the customers Lunchables will gain more interest in their product. One meal at a
school cafeteria can cost up to $9 and the product will range from a shocking $5-7 a meal.
Lunchables has created promotional activities including giveaways and a Lunchables bus to
move campus to campus and present to the market why it is the best option for lunch on the
go. They intend to encourage their customers to move away from the college food providers and
focus on the quick, easy, and delicious convenience of Lunchables. These prepackaged lunches
will be sold within college campus coffee shops, grocery stores, and cafeterias but will appeal to
the busy students looking for a quick bite to eat. Busy college students will be the main market
audience and they will be reached through affordable, easy, and delicious lunches on the
go. Revolution lunches is already working alongside Sysco foods to have their product sold at
local elementary and middle schools which might be an option for the product. The product will
be positioned to be perceived by college students as hip, affordable, and a delicious meal to have
in between classes.
Target Marketing
When looking at market development, Lunchables will begin targeting teens and young adults
across the country. The current product has a niche market of young children around the ages 713. With the introduction of the new product the target market is 17-23 year old millennial
generation students attending college in the United States. They will focus on colleges that have
a minimum 15,000 students in attendance. The product is not targeted to any specific ethnicity
or gender. The main location of sale will be on college campuses and local stores at least 5 miles
from the university. Each product will be specially designed to match the colors and mascot of
the college where the product is being sold. In this case it could be said the market is focused on
students that participate in school sports, functions, and activities. The product focus will be
toward the busy low income college student that doesn’t always have time to grab a healthy meal
before their next class, practice, or activity. This target market has less knowledge on how to eat
well on a tight budget but Lunchables will provide an alternative.
The target market enjoys television channels like MTV, Adult Swim, Cartoon Network,
Showtime, and the local college sport channels. Lunchables will air its commercial on these
channels at least once a day during the early evening when the customers will be finishing work
or ending classes. They also plan to advertise for the product on websites like Buzzfeed, Tumblr,
Imgur, Amazon, Facebook, Snapchat, and Instagram, which are very popular sites among the
target market. Since the target market spends more time on the internet than reading magazines
or listening to the radio it will focus more of the advertisement on websites but will still market
the product within colleges campus newspapers. These campus newspapers will allow the
company to focus in on the target market and begin to promote the unveiling of the new
Lunchables product.
Product
The Lunchables University product was formed in order to fill a void between our current
26 different Lunchables products marketed towards children, and our more mature individual
products made by Kraft and Oscar Mayer. We intend to build upon the Lunchables brand which
has already been established and by doing so will make the brand more diverse and appealing to
multiple demographics.
Lunchables has often been criticized due to the nutritional value of their product and
other health concerns. While marketing towards children, their products have been proven to
contain up to nine grams of fat, along with 13 teaspoons of sugar. Since these products launched
in 1988 Lunchables has begun to market towards a different demographic which is not ages 7-13.
Lunchables Uploaded caters to a hungrier consumer around the ages of 13-17. These products
offer larger portions for bigger kids; however, the same health concerns still arise. These
products market directly to children through the use of graphics on the packaging and cobranding with television shows and animated movies popular in young age groups.
Our new Lunchables product has been developed to satisfy the mature health conscious
college student, ages 17-23. We provide a portable and also versatile product with a great taste.
Our product image is one that allows a twenty-something to maneuver through the city with and
not be embarrassed by. We offer the freshest ingredients and are completely transparent in our
process. In the same spirit of our predecessor we offer a “one stop shop” food experience. In the
same way Lunchables have been more than appropriate for a grade school lunchroom; our new
product will fit seamlessly into the collegiate and professional environment.
Our product and consumer experiences will fit hand in hand; the branding on the box
although minimal will be directly related to a college university, those who purchase our product
will be proud to be affiliated with our brand and packaging as well as exceptional health
standards. Our Product will arrive in a modest packaging made from 100% recycled materials.
The 10 x 6 inch brown/grey box will open on a hinge similar to that of a shoebox and feature a
secured closing mechanism in order to keep its contents fresh once opened. For the time being all
graphics and color schemes that adorn the box will coincide with the university campus near
which our product is being sold. Due to this fact our products the growth and development stages
will be marketed as a convenience product but also a specialty product, since we will be
selective in the universities who receive our product. A cut out in the box will allow for a
cellophane image of the select school’s mascot or insignia through which a consumer can view
the contents of our product.
Being a Lunchables Product our healthy options boxes will still feature the “do it
yourself” aspect of creating the product with ingredients we have provided in the box. To unveil
the product to the market we will be releasing three different meal boxes. Our first health option
offers a humus dip and pita chips, to supplement this we have offered a healthy chicken strip and
cherry tomatoes to be cut up and added to the meal. This box will also feature a small plastic
knife and small Naked Juice.
Our second meal will be Avocado Chicken Tacos; this box will consist of three tortillas, a
baby avocado, cilantro, cheese, lettuce, and sour cream, along with the same healthy chicken
grown with no antibiotics or steroids. Salsa and a small portion of tortilla chips will also be
featured in the box along with a lime LaCroix.
Lastly, we will offer an Italian sub sandwich, which provides freshly sliced ham, salami,
and prosciutto, two slices of French bread, provolone cheese and a special Lunchables
vinaigrette, in this box there will also be a bag of baked Flamin’ Hot Chips and a small Dasani
water bottle.
Each box will be sold to the consumer no more than 6 days since its packaging. This will
ensure a fresh product for our consumer, also the origin of each ingredient will be stated on the
underside of the packaging, which allow for consumers to know exactly where what they’re
eating has come from.
Distribution
The product will have selective distribution. Since the target market is college students
that attend universities with attendance of 15,000 or more distribution will be focusing on local
convenience stores and grocery stores near college campuses. The product will be distributed to
the grocery stores, quick stop shops, and college coffee shops or cafeterias. The products will
have short expiration dates after distribution to keep the meals fresh. The manufacturer will prep
and package the product in the factory, and this product will have immediate overnight delivery
so it can placed on the shelf the next morning for purchase. When it reaches the seller on
location the company will request the seller remove any expired lunches(if any). Lunchables
understands the difficulty in keeping the product fresh which is why it will have limited supplies
available until the company has a stronger understanding of the product’s popularity. As
Lunchables tracks sales for the product they will consider producing more to keep the customers
happy.
Pricing
Currently Lunchables products are priced from anywhere between $1.50 to $4.75. This is
a good price point for the product but it also communicates something about the quality of the
product. If a packaged food good can be sold at $1.50 it begs the question, “how much did it cost
to make?” This is not a very appetizing thought. Our new Lunchables University product seeks
to sell in volume and not profit. We will sell our products at a price anywhere from 5-7 dollars.
The reason for this hike in price is directly related to the new and improved quality of our food.
This price point will also offer a psychological effect, opposite of the one Lunchables
currently communicates. You can trust a product's quality and taste when you pay five to seven
dollars for it, two to three dollars for food that contains what we hope to be fresh ingredients is a
little questionable. A consumer’s reference product will be one found at stores like Whole Foods
and Jewel-Osco opposed to that of 7-ll and the local gas station.
To ensure our products freshness we will not sell any product after six days since its
packaging, for this reason on the products sixth day of being available for purchase it will be
offered at a 50% discounted promotional price. Our products will be packaged in every state in
which they are available to avoid a basing-point price and keep our cost standardized across the
US. This uniform-delivered price will help us communicate our product to different regions at a
time through the same campaigns and advertising.
Each of our three products will cost around three to four dollars to make. We will
segment the pricing of each individual box based upon demand. We expect our Avocado Taco
box to be our biggest seller and for this reason have set the price higher than its two counterparts
at $6.50. The other two options Lunchables sub sandwich will be $5 and our Humus Pita box
will be $5.50.
Our strategy is to adopt the everyday low pricing (ELP) model due to our specific
demographic and their respective financial capacity, and let our product develop on its own
before we begin to offer discount and allowance pricing. We are confident in our products
ability to sell being a high quality and great tasting food option, it would not be for about six
months before we offer discount and allowance pricing.
After having our product at market for a successful six months we would offer our first
rewards campaign, knowing how strapped for cash college students are we will offer a rewards
system that grants students who have purchased 10 of our boxes their next two boxes will be at a
50% discount. We will also offer our new product bundle after six months at market, our three
boxes will be offered at a package rate of only $11.99, saving our customers almost $4 dollars.
Promotion
The promotion mix for Lunchables will include, samples, point of purchase displays, TV,
and out of home advertising, direct and email, on campus promotions and social media. Each of
these will be integrated through designs, signature hashtags, and social media presence.
Beginning with samples, grocery stores within a five mile radius of participating colleges
will have samples of different items within the lunchables every saturday and sunday for three
weeks from the release of the product.
The point of purchase displays will be located on the end of the cold foods aisle. This will
include signage on top of the lunchables cooler and designs that correspond with our
advertisements printed on the glass door of the cooler itself.
Direct mail will be sent to students in mailing lists for each participating college and will
once again continue the imagery in our ads and store displays. The information on these will let
the consumer know that lunchables now offers bigger, healthier,and natural food for young
people on the go. These will be sent out during the first week of the launch and will contain
information about a special deal. The deal will be that if a student buys ten meals, they can
present the bar codes at their next purchase and get two for 50% off. The emails will be similarly
laid out with the same content and will be sent to all students with a mail address for the
participating colleges. These forms of direct marketing are effective because they go straight to
the consumer and demand attention with the images and deals within.
Our new product will launch with the beginning of the school year. To generate attention
from students at this time, we will create a twitter sweepstakes in which 10 students who use our
signature hashtag in a tweet #Launchables will be randomly selected to receive free books for the
entire year. Because the promotion occurs at the same time students are beginning their classes
and purchasing expensive books, many students will be looking for a way to avoid paying. This
lunchables sweepstakes will both generate interest for our product and cultivate a positive brand
image among our target.
The on campus promotion will be a Lunchables truck that drives from campus to campus
giving out free Lunchables and hosting giveaways for upcoming concerts, giftcards, and tech
products the students can win by spinning the Lunchwheel. In the back of the truck there will be
a machine to print out instagrams sent in by the students. The prints will contain a small
lunchables branded border and the top three sent in from each school sent in will be hand
selected and posted to the brand’s social media and the winners will receive lunchables for a
year. The truck will come to schools on game days and big events like homecoming. Also
included with the on campus promotions will be free meals to give away at midnight on the
wednesday of each school’s finals week outside of the schools’ libraries. This will be known as
Last Minute Lunchables.
Finally, on top of the other social media promotions, Lunchables’ social media will post
announcements of dates and times they will be at each school, photos by staff of the event,
images from the ad campaign, and weekly user submitted selections of memes and art.
All the promotions will be integrated through the images chosen, the hashtag #Launchables
during the launch and #alwaystimeforlunch for the main campaign, and the links between the
real world and lunchables digital one.
The graphics for our campaign show typical college activities all in one panorama. On
the left we begin with a character holding a Lunchable at one end of a football field, the heart of
many college campuses. Then in the center is a library with more characters studying and eating
their lunchables. After the library is shown, the end zone appears with a character to catch it. In
the final version of the ad some of the characters will be replaced with mascots of each of the
universities involved in the lunchables campaign. These will be dispersed across the scene with
the characters in the ad below in “Where’s Waldo” style. While currently in billboard style, the
ad will also be displayed as a website banner, bus stop, billboard, taxi top, promoted tweet, and
as print in newspapers and magazines. These will be displayed just outside the distribution area
of five miles near college campuses of our specified student population. All out of home ads will
be within 10 miles of these campuses.
The reason this ad is effective is because it meets the characteristic likes of our Target
Market. Students will be able to relate to a fun artistic advertisement depicting their busy lives
and demonstrating how lunchables contribute to success. The ad’s Where's Waldo style
illustration will also engage students to stop for a second to look for their own mascot. The ad is
integrated with our website and social media through the icons and web address located at the
bottom. This engages the consumer further by prompting them to explore our site and social
media.
Lunchables College Promotion Sell Sheet
Display local college branded Lunchable in coolers at front of store with
signage and cooler graphic.
How it works·
1 dollar off with student ID
·
Oscar Mayer will install signs and graphics
In it for you·
Increase sales of Lunchables 5%
·
Increase profits 5%
Our promotional mix will be effective because of its fun but rational approach. Students at all
the colleges will know that the Lunchables product has improved greatly in both size and quality,
while remaining affordable and meeting the lifestyle of busy students. This knowledge will be
spread through our comprehensive giveaways and samples. Our ads and social media will engage
students at each university to take time and absorb our message, creating awareness and positive
feelings about the product.
Evaluation
By tracking the sales and customer interest Lunchables hopes to see a boost in market
sales and a greater interest in the product among college campuses. By reviewing the internal
database they will also be evaluating which college campuses purchase the most amount of
Lunchables University. They will be offering the product to schools with 15,000 students or
more and are willing to change that number after sales progress has been reviewed. Lunchables
will also be holding a focus group among the campuses they cater to in hopes of tracking the
interest and sales of the product. Focus groups help a company to narrow down their product’s
success or failure and Lunchables believes feedback form the target market will be an ideal
opportunity to evaluate the new product. Focus groups and surveys will bring a better
understanding to the company of Lunchables and will the evaluation period to focus on the target
market and their interest in the product.
Conclusion
Thank you for taking the time to review our marketing plan. We hope our goals,
objectives, and tactics follow your company mission and will excel your new product in the
marketing field. We believe this plan will be a success because of the efficient rebranding in
relation to introducing a new target market to the products Lunchables has to offer.
Appendix
Advertisement
Lunchables Truck
Story Board
Commercial Script
(Open on a paper airplane a student is making in his quad sitting with his fellow friends. A few
of his friends are playing instruments while others are eating Lunchables new packaged lunches
for teens. He throws the paper airplane at his friend and it is picked up by the wind and glides
through the air. The commercial consists of following this paper airplane around to different
locations on campus where active students are participating in extracurricular activities or even
working.)
(The paper airplane slips in through a window in an office building and lands on a young man’s
desk. He picks it up, examines it)
Young business man: For me finding a time to eat seems practically impossible. (Throws paper
airplane back through window and it flies into a cracked door within a theatre. In the theatre sits
a girl applying makeup and the paper airplane lands in front of her. She examines it.)
Young actress: I want to enjoy affordable meals that won’t destroy my diet but with this my
schedule it truly cannot be done. (She picks up the airplane and throws it out her window. It flies
throughout downtown loop and finds itself in a skate park on the south side. A young skater is
standing with his skateboard and grabs the airplane out of the air.)
Skater boy: So whether you are at the skate park. (Throws the paper airplane and it zooms to a
football field where the student sections is crowded and busy with students cheering. Lands in
front of a player on the field playing for the home team. He picks it up)
Athlete: Or resting up for half time. Lunchables new prepackaged meals provides the energy we
need to win. (Flash to young business man in office eating his Lunchables)
Young business man: To succeed. (Flash to young actress eating her Lunchables)
Actress: To perform. (Flash to skater boy eating his Lunchables.)
Skater boy: To take the leap. So come on what are you waiting for? (Takes final bite of his
Lunchables and skates off to do a 360 Ollie with his skateboard. Final moment shows skater
completing his trick and him being surrounded by his buddies who congratulate him and high
five him. As this image fades a graphic for Lunchables appears. Below it appears the tagline
“Fuel up for whatever college throws at you.”)
Works Cited
Schultz, E.J. "Lunchables Targets Lucrative Teen Market." Advertising Age News RSS.
N.p., 19 May 2014. Web. 05 Nov. 2015.
Strom, Stephanie. "Lunchables, the Lunchbox King, Faces a Rival Vowing HigherQuality Fare." The New York Times. The New York Times, 21 Aug. 2013. Web. 05 Nov. 2015.
"Kraft Makes a Killing Selling "Uploaded" Lunchables to Teens." First We Feast. N.p.,
20 May 2014. Web. 05 Nov. 2015.
"Lunchables Enter The Breakfast Category." Food Processing. N.p., n.d. Web. 05 Nov.
2015.
Eng, Monica, and Joel Hood. "Chicago School Bans Some Lunches Brought from
Home." Chicago Tribune. N.p., 11 Apr. 2011. Web. 05 Nov. 2015.
"Should Schools Be Able to Ban Oreo Cookies?" Fox News. FOX News Network, 01
May 2015. Web. 05 Nov. 2015.
Harris, Jennifer, Bridgette Kidd, and Megan Lodolce. Food Marketing Facts in Focus:
Kraft Lunchables. Rep. Yale Rudd Center, Apr. 2014. Web. Oct. 2015.
Porta, Mandy. "How to Define Your Target Market." Inc.com. N.p., June 2010. Web. 05
Nov. 2015.
"Armour LunchMakers - Home." Armour LunchMakers. N.p., n.d. Web. 05 Nov. 2015.