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Target Market Campaign PDF

The document outlines a target market campaign for Pretzel Pop-Tarts to expand into 60% market share of grocery stores in Spokane. The campaign aims to capitalize on the "swavory" snack trend among adults ages 25-34. Key elements include research on Spokane demographics that align with the target, a digital and outdoor advertising plan focusing on radio, social media and bus shelters, and creative assets like posters and videos. Performance will be tracked through impressions, clicks and sales promotion sampling in grocery stores over 12 months. The total budget is $83,098.24.

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Chandhni Jayakanth
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237 views25 pages

Target Market Campaign PDF

The document outlines a target market campaign for Pretzel Pop-Tarts to expand into 60% market share of grocery stores in Spokane. The campaign aims to capitalize on the "swavory" snack trend among adults ages 25-34. Key elements include research on Spokane demographics that align with the target, a digital and outdoor advertising plan focusing on radio, social media and bus shelters, and creative assets like posters and videos. Performance will be tracked through impressions, clicks and sales promotion sampling in grocery stores over 12 months. The total budget is $83,098.24.

Uploaded by

Chandhni Jayakanth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Target Market Campaign

Prepared by ABC Advertising


AE: Robichaud
Research: Yule, Jayakanth, Holm,
Creative: Challey, Aparicio, and Blendheim
Agenda

❖ Research
❖ Test Market
❖ Target Audience
❖ Media Plan
❖ Creative Plan
❖ Promotional Plan
The Assignment

● Develop a test market campaign for the new Pretzel Pop-Tarts


● Expand Pretzel Pop-Tarts’ into 60% market share of Spokane
grocery stores
● Capitalize on the “swavory” trend
● Avoid cannibalization of existing Pop-Tart flavors by providing
an anytime-of-day snack treat
Objectives

Spread awareness about Kellogg’s Pretzel Pop Tarts among


individuals ages 25-34 from January 2021 through December
2021 in the Spokane DMA.
Spokane DMA

“A Microcosm of America”

Aligns closely to our

Sociodem - 165 84.74 selected target


demographic
Housing -73 resemblance
Economy - 156 Median age: 37
Education - 106 index Median household
income: $52,447
Target Audience

Adults, 25-34

Snack
Commute
eating
behavior
Busy
Lifestyles
Media Recommendations
#1 Digital
#2 Outdoor
#3 Radio
Digital
Media Flowchart
Outdoor

Division St & Dalke Ave Browne St & 2nd Ave #50 Showing (20 units)
Media Flowchart
Radio
Media Flowchart
Strategies
Creative Plan
Positioning Statement

● Unique Selling Point:


○ Easy, on-the go, indulgence
snack for young adults.
○ “swavory” trend
● Tagline:
○ POP INTO A NEW WORLD
OF SNACKING
Digital Poster
Bus Stop Bench
Video
Radio
Social Media
Key Performance Indicators (KPI’S)

First 12-13 Impressions: GRP’S: Clicks:


weeks: 18,085,596 790.3 15,607

Rest of the Impressions: GRP’S: Clicks:


year: 12,057,064 1,629 9,695
Sales Promotion

Sampling Budget
- In-store samples across 28 Cost of flat rate + cost of
different Safeways in the Spokane samplers time + cost of product
DMA. + extra = $20,111.28
- 3x in the first 13 weeks
Budget

Budget:$83,098.24
Recap

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