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Honey nut cheerios 1
- 1. Bryan Griffith Professor Kornblau Media Planning
- 2. Introduced by General Mills Cereal Company in 1979. This is the second variation from Original Cheerios, it is sweeter than the original, with a honey and almond flavor. Honey Nut Cheerios is the number one brand in the cold cereal industry! Honey Nut Cheerios History
- 4. Strengths Certified by the American Heart Association 12 Vitamins and minerals Weaknesses Uses natural flavoring instead of real nuts Contains allergens Internal Strengthens and Weaknesses
- 5. Opportunities Growing Hispanic and African American markets. Higher want to better quality and more nutritious food Threats -Post -Kellogg's -Recent water droughts causing decrease supply of wheat. External Opportunities and Threats
- 6. Competitive Analysis 336.3 302.1 287.9 252.2 0 100 200 300 400 Honey Nut Cheerios Honey Bunches of Oats Regular Cheerios Froasted Flakes Revenue Revenue 5.22 4.69 4.47 3.91 0 2 4 6 Honey Nut Cheerios Honey Bunches of Oats Regular Cheerios Frosted Flakes Market Share Market Share Source: Sosland Publishing Corporate Profiles- Milling & Baking News Supplements, October 11, p. 18 from SymphonyIRI Group Inc.
- 7. White, African American or Hispanic families with four or more people in the family. (Hispanic Index: 135, Black Index: 142, Family with 4+: 137+) Most preferred for ages 18-44 but most likely includes younger kids since the more kids a family has the more likely they will buy Honey Nut Cheerios (Index: 119-128) The highest index for the age of a child in the household was ages 6-11 years. (Index: 185) The more children the higher the index (1=152, 2=134, 3=153, 4=159, 5=158…) Target Audience: Demographics
- 10. Demographics: Hispanic 84 142 135 140 0 20 40 60 80 100 120 140 160 Cuban Mexican Puerto Rican Other Percentage Index
- 11. People & Children in Home 0 500 1000 1 2 3 4 5 6 7 8+ Children Index People Index 0 50 100 150 200 under 2 yrs 2-5 yrs 6-11 yrs 12-17 yrs Index Index
- 12. Shopping Behavior: Buyers are people who prefer to buy things that friends or neighbors approve of. (Index: 125) Enjoy shopping with children (Index: 116) Child has significant impact on brands parent(s) choose. (Index: 149) Social Interaction Other people say these buyer’s enthusiasm is contagious. (Index: 117) Other people copy what they do and they are very social people. (Meeting new people and trying new things) (Index range: 119-129) Target Audience: Psychographics
- 13. Marketing Objectives 1 •Increase market share by 10% (Market share is at 5.22%) in the next 18 months. 2 •Maintain number one position and Increase sales by 5% over the next 6 months.
- 14. Media Objectives • Have a yearly average of 100 GRPs per week. Reach & Frequency • While maintaining an advertising budget around 74,000,000, create a national awareness campaign using TV and internet. Share of View (Ad expenditures)
- 15. Company Company Ad Spending Brand Brand Ad Spending General Mills 246.0 M Honey Nut Cheerios 74.7 M Kellogg 162.3 M Mini-Wheats 53.9M Post 13.8 M Pebbles 13.6 M General Mills 246.0 M Cheerios 34.8 M Kellogg 162.3 M Frosted Flakes 40.6 M Top Cereal Advertising Spending
- 16. 73.7 49.9 29 19 12.6 9.8 7.9 7.1 2.1 0.1 Ad Spending in Millions Honey Nut Cheerios Cheerios Cinnamon Toast Cruch Chex Lucky Charms Reese's Puff Trix Cocoa Puffs Cookie Crisp Kix General Mills Ad Spending by Brand
- 17. Geographic Regions 0 20 40 60 80 100 120 CDI BDI Focus more advertising expenses
- 18. Top 14 DMA’s DMA CDI BDI ATLANTA 103 117 BOSTON 98 77 CHICAGO 97 111 CLEVELAND 101 92 DALLAS 104 115 DETROIT 100 93 HOUSTON 102 94 LOS ANGELES 100 127 MIAMI 97 81 NEW YORK 94 99 PHILADELPHIA 101 128 SAN ANTONIO 102 146 SAN FRANCISCO 89 59 WASHINGTON DC 96 95
- 19. High CDI, Low BDI •CDI=98 •BDI=77 •Great opportunity to focus more advertising dollars Boston •CDI=101 •BDI=92 •Focus more advertising dollarsCleveland •CDI=102 •BDI=94 •Focus more advertising dollarsHouston
- 20. Maintain advertising expenditures Chicago Los Angeles Philadelphia San Antonio Atlanta Dallas High CDI, High BDI These markets have been doing great in the category and for our brand. We will continue putting a lot of advertising in these areas.
- 21. Washington DC Low CDI & BDI These DMI’s have a low CDI and BDI which means that we will focus less of our advertising expenses in these areas. But because the CDIs are close to the average we will still focus on these areas
- 22. Media Classes TV Internet Radio The top media classes that I decided to choose are TV, Internet, and radio. I will focus more advertising expenses for TV then for Internet and TV. Media vehicle selection will be influenced by whether or not they are viewed by children.
- 24. Top Network TV Choices Index over 150 Adult Swim Cartoon Network Disney Disney XD Fuse MV2 Nickelodeon Teen Nick **TV shows are centered around children programming
- 25. Network Daypart 2th/4th Qts CPP 100 GRP 1st/3rd Qrts CPP 100 GRP Adult Swim Prime $24,200 $2,420,000 $15,500 $1,550,000 Cartoon Network Prime $24,200 $2,420,000 $15,500 $1,550,000 Disney Prime $24,200 $2,420,000 $15,500 $1,550,000 Disney XD Prime $24,200 $2,420,000 $15,500 $1,550,000 FUSE Late Night $19,400 $1,940,000 $16,800 $1,680,000 MTV 2 Late Night $19,400 $1,940,000 $16,800 $1,680,000 Nickelodeon Prime $24,200 $2,420,000 $15,500 $1,550,000 Teen Nick Prime $24,200 $2,420,000 $15,500 $1,550,000 Network TV Cost Estimates
- 26. Website Advertising Website Index ABC.COM 114 ABOUT.COM 110 AMAZON.COM 106 ASK.COM 129 CWTV.COM 177 DISNEY.COM 145 GAMESPOT.COM 150 ITUNES.COM 135 MOVIEFONE.COM 149 MYSPACE.COM 147 TWITTER.COM 143 UFC.COM 166 YOUTUBE.COM 130 MySpace ROS= $3.50 cost per thousand 3.50 x 1,000= $3,500 $3,500 x 100= $350,000 (For 100 GRPs) YouTube=$5.00 CPM $5.00 x 1,000= $5,000 $5,000 x 100= $500,000 (For 100 GRPs) ESPN brand= $22.00 CPM $22.00 x 1,000= $22,000 $22,000 x 100= $2,200,000 (For 100 GRPs) *Used this CPM because my target are high users of sport websites
- 27. Times Index CPP SAT - SUN 7PM - MID 137 $46,000 MON - SUN 7PM - MID 125 $46,000 MON - FRI MID - 6AM 125 $46,000 MON - FRI 7PM - MID 124 $46,000 SAT - SUN MID - 6AM 121 $46,000 MON - SUN MID - 6AM 117 $46,000 SAT - SUN 3PM - 7PM 117 $46,000 Top Radio Times
- 28. Final Media Choices TV Cartoon Network Disney Disney XD Nickelodeon Internet MySpace (Regular and Music) YouTube Facebook Radio A(25-54)
- 29. Percentage of Ad spending 94.2 1.25 4.87 Percentage of Ad Spending TV Internet Radio TV: $69,720,000 Internet: $924,000 Radio: $3,600,000 Total: $74,000,000
- 30. First Quarter Flow Chart Honey Nut Cheerios January February March 31 7 14 21 28 4 11 18 26 4 11 18 25 TV Prime Time Cartoon Network Disney Disney XD Nickelodean Internet MySpace.com YouTube.com MySpace Music Facebook.com Radio A(25-54)
- 31. First Quarter GRP & Price Cartoon Network •300 GRP •$4,650,000 Disney •300 GRP •$4,650,000 Disney XD •300 GRP •$4,650,000 Nickelodeon •300 GRP •$4,650,000 MySpace •1200 GRP •$42,000 YouTube •1200 GRP •$60,000 MySpace Music •1200 GRP •$45,000 Facebook •1200 GRP •$84,000 Total: $18,831,000
- 32. Second Quarter Flow Chart Honey Nut Cheerios April May June 1 8 15 22 29 6 13 20 27 3 10 17 24 TV Prime Time Cartoon Network Disney Disney XD Nickelodean Internet MySpace.com YouTube.com MySpace Music Facebook.com Radio A(25-54)
- 33. Second Quarter GRP & Price Cartoon Network •200 GRP •$4,840,000 Disney •200 GRP •$4,840,000 Disney XD •1200 GRP •$4,840,000 Nickelodeon •200 GRP •$4,840,000 MySpace • 1200 GRP • $42,000 YouTube • 1200 GRP • $60,000 MySpace Music • 1200 GRP • $45,000 Facebook • 1200 GRP • $84,000 Radio • 200 GRP • $1,800,000 Total: $21,391,000
- 34. Third Quarter Flow Chart Honey Nut Cheerios July August September 30 1 15 22 29 5 12 19 26 2 9 16 23 TV Prime Time Cartoon Network Disney Disney XD Nickelodean Internet MySpace.com YouTube.com MySpace Music Facebook.com Radio A(25-54)
- 35. Third Quarter GRP & Price Cartoon Network •200 GRP •$3,100,000 Disney •200 GRP •$3,100,000 Disney XD •1200 GRP •$3,100,000 Nickelodeon •200 GRP •$3,100,000 MySpace • 1200 GRP • $42,000 YouTube • 1200 GRP • $60,000 MySpace Music • 1200 GRP • $45,000 Facebook • 1200 GRP • $84,000 Radio • 100 GRP • $900,000 Total: $13,531,000
- 36. Fourth Quarter Flow Chart Honey Nut Cheerios October November December 30 7 14 21 28 4 11 18 25 2 9 16 23 TV Prime Time Cartoon Network Disney Disney XD Nickelodea n Internet MySpace.c om YouTube.c om MySpace Music Facebook.c om Radio A(25-54)
- 37. Fourth Quarter GRP & Price Cartoon Network •200 GRP •$4,840,000 Disney •200 GRP •$4,840,000 Disney XD •1200 GRP •$4,840,000 Nickelodeon •200 GRP •$4,840,000 MySpace • 1200 GRP • $42,000 YouTube • 1200 GRP • $60,000 MySpace Music • 1200 GRP • $45,000 Facebook • 1200 GRP • $84,000 Radio • 100 GRP • $900,000 Total: $20,491,000
- 38. TV Schedule Rationale Flighting (4 weeks on then four weeks off) to keep HNC fresh in the minds of audience No TV ads for months where children have vacation because they are likely to sleep in and miss breakfast Focus on networks that are children oriented because kids and adults with kids are more likely to eat HNC
- 39. Internet Schedule Rationale Focus on sites where children and adults with children visit Continuous strategy, adver tising all year round Make up for months with no TV
- 40. Radio Schedule Rationale Concentrates on summer months for lack of TV ads Also last week of Dec for Christmas and New Years resolutions Keep HNC in the mind of consumers
- 41. Sosland Publishing Corporate Profiles- Milling & Baking News Supplements, October 11, p. 18 from SymphonyIRI Group Inc. Experian Simmons. (2010). Spring 2010 National Household Consumer Survey adult survey 12-month [Data file]. Retrieved from http://oneview.experian.com "Honey Nut Cheerios®." Cheerios. N.p., n.d. Web. 04 Oct. 2012. <http://www.cheerios.com/Products/Honey-Nut- Cheerios?nicam1=Paid_Search>. http://adage.com/article/news/general-mills-sees-sales-rise- media-spending-boost/143216/ Works Cited