Media Plan

Table of Contents
EXECUTIVE SUMMARY 7
SITUATION ANALYSIS 9
SWOT ANALYSIS 12
MARKETING GOALS 13
TARGET AUDIENCE 15
CREATIVE BRIEF 17
MEDIA OBJECTIVES 19
MEDIA STRATEGY 21
MEDIA EXECUTION 25
BUDGET 33
CONCLUSION 35
TEAM BIOS 37
Appendix 39

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Executive Summary

photo by NYCFOODGYU.com

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Historical Perspective

Situation Analysis

Pepperidge Farm History

Tim Tam History

In response to her sons allergy to the preservatives

and artificial ingredients in commercial breads,
Margaret Rudkin began to bake her son
bread that was made of natural ingredients.
After encouragement from her family and
friends, she began a small business from the
kitchen of her home selling her Pepperidge
Farm bread. The name comes from her
familys property in Fairfield, Connecticut.

Tim Tam is Australias favorite chocolate biscuit.

Around 35 million packs are sold each year thats nearly 400 million biscuits. There are
seven delicious varieties of Tim Tam biscuits:
Original, Tim Tam Chewy Caramel, Tim
Tam Double Coat, Tim Tam Dark, Tim Tam
Black Forest Fantasy, Tim Tam Creamy Truffle
Temptation, Tim Tam Latte, and Tim Tam
Balls, which were launched in September 2005.

In the 1950s, Rudkin traveled through Europe and

discovered chocolate covered cookies that inspired
the Milano cookie. Rudkin continued to expand
her company and brand to other products like
frozen pastries, snack crackers, etc. In 1961 the
company was sold to the Campbell Soup Company
and Rudkin was the first woman to serve on the
board. Pepperidge Farm is currently a part of
Campbells Global Baking and Snacking Division.

Tim Tam biscuits first hit supermarket shelves

in 1964. They were named after a horse that won
the Kentucky Derby in 1958. A member of the
Arnott family, Ross Arnott, attended the race day
and decided Tim Tam was the perfect name for
his new biscuit. The chocolate used to make Tim
Tam biscuits has been specially developed by
Arnotts to give a slightly caramel taste. The cream
flavor is a delicate mixture of vanilla, butter and
chocolate that complements the biscuit base and
the chocolate. Its this unique cream which sets
Tim Tam apart from any other chocolate biscuit.
Source: http://web.archive.org/web/20061004180114/http://www.arnotts.
com.au/products/TimTam.aspx

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Market Share
Cookie sales in the US have been on the rise.
In 2008, the market for cookies and cookie bars
reached $5.2 billion (Mintel). Until then, the sales
had remained flat since 2003. In 2010, they went
up to more than $6 billion, and cookies were
finally on the upturn. In 2011, sales reached $6.4
billion. The cookie market is growing, providing a
great opportunity for new brands like Tim Tams.

Since Tim Tams have not yet been released into

the major US stores, they do not have much of a
market share as a brand. As a premium cookie,
though, it is safe to predict that they will grow
quite popular once they are released. It has been
proven that cookie buyers like to try new types
of cookies, which is perfect for Tim Tams, as
they will be new to most of our target market.

Pepperidge Farm cookies have been established

in the Premium Cookie category, and Tim
Tams are included in that segment. Premium
cookie sales remained flat in an economic
downturn, showing that people think of
premium cookies as an affordable indulgence.

Campbell Soup is the premium cookie segment

leader with a strong 51.3% share of the market.
While it is the leader, Pepperidge Farm still has
less than $300 million in sales, which is close to
Nabiscos OREO sales (Mintel). The release of Tim
Tams in major US stores could be what Campbell
Soup needs to gain an edge on the competition.
Source: Mintel: Cookies and Cookie Bars US November 2008; November
2010; April 2012

Selected FDMx brand sales of premium cookies, 2010-2011 (Mintel)

See appendix for full chart depicting market share

Competitive Analysis
Selected FDMx brand sales of premium cookies, 2010-2011 (Mintel)

Pepperidge Farms biggest competitor is private

label brand cookies. Last year private label brand
cookies were responsible for 15.6% of the total
dollar sales, about $644.9 million (Excluding
Walmart). The average private lable brand cookies
sell at about $2.30 per unit, whereas Pepperidge
Farm cookies sell at an average of $3.50 per unit, so
the cheaper price for the private label brands could
explain their higher sales. A higher variety of private
label cookies could also explain the higher sales.
The second biggest competitor that Pepperidge
Farm has is Nabisco, with its various Oreo brands.
Oreo was responsible for 12.7% of the total dollar
sales, about $525.3 million. Oreos sell at an average
of $2.99 per unit. A huge advantage that Oreo
has is its cost per cookie ratio. A $2.99 package
of oreos contains 30 cookies, whereas a $3.69
package of Milano cookies contains 8 cookies.
In 2011, $40,630,100 was spent advertising the
various Oreo brands. Only $15,200,000 was spent
advertising the various Pepperidge Farm brands.

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SWOT Analysis
Strengths
of consumers feel name brands are superior to store brands
Premium cookies still viewed as affordable
Pepperidge Farm is the current market leader

Weaknesses
Pepperidge Farm cookies are sold for $0.48 a cookie versus $0.23
New shoppers are divided on preferences for premium or store brand

Opportunities
Overall cookie sales have been increasing despite economy.
Social media has been the best way to reach teens, the highest consumers

Threats
Kraft has the largest sales and share gain.
Obesity problems have become the focus of American society.

Marketing Goals
1. Attract the younger demographic to Pepperidge
Farm Cookies
2. Drive Tim Tam sales above $18 million
3. Introduce Tim Tam cookies as a new national
brand and generate brand loyalty.

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Target Audience
Munching Mommy

Trendy Tammy

The target audience for the Tim Tams is women

ages 18 through 34. These women are married and
have children. They have a highschool diploma,
and are caucasian. Many of these women are
employed part time, have an income below
$30,000, and are paying rent.

Single women between the ages of 18-24. These

women share many characheristics with Tactful
Tammy, but their focus can be directed more
toward themselves and their friends.

These women are constantly working with a

variety of people and problems, be it co-workes,
educators, neighbors, or children. This means
she is constantly on the go, and often looks for
a quick snack. Shell be refered to as Munching
Mommy.
She likes to buy the brands her parents used, but
her children have an impact on the brands she
buys. She will often wait until others have tried
products before she buys them.
She expects a brands she buys to support a social
cause, and is more likely to purcahse a brand
taht supports a cuase she cares about. She also
prefers to purchase products that her friends
and neighbors approve of.
She likes to be involved in her community. She
is involved in religious clubs, attends public
meetings about town or school affairs.

Her part-time job is in sales. She works most

weekends to fund her spending.
She thinks shopping is a great way to relax,
consequently she sees herself as more of a spender
than a saver and is prone to impulse buys.
Her friends often come to her for advice before
making a purchase because she tends to be one
of the first to try new products or services.
Her social status is important to her, and she will
pay more for a product that is consistant with
the image she wants to convey about herself.
She, too , wants to buy products that her peers
would approve of. To her, brand name is the
best indication of quality.
Both of these groups are heavy viewers of daytime
and primetime TV. They can often be found
picking up magazines to find new ideas, and
are light users of the internet, consiantly using
only several sites.

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Creative Brief
Strategy Statememt:

Big Idea:

JAKAR Advertising will persuade women ages

18-35 that Tim Tam cookies are the solution to
satisfaction. Whether suffering from high strees
or lonliness, Tim Tams are a great comfort and
companion. The rich, chocolate-enveloped cookies
irrisistable appeal will also act as a celebration
of love and romance. The campaign will be
humorous, yet sensitive, to attract women accross
the demographic.

Our creative will play off of famous scenes from

romance movies and we will replace words from
famous romance movie quotes with the word Tim
Tams, example Heres looking at you, TimTam.
These ads will include movie scene stills with
woman positioned in their usual spots but the
men are replaced with human sized TimTam
cookies. These ads will be placed in our magazine
strategy and will come in different variations.

Position:

Tagline:

TimTam will be positioned as the romance

cookie or the cookie of love. Women are high
consumers of chocolate and chocolate covered
cookies. By pairing this interest in chocolate
with romance, we can establish TimTams
as the perfect meeting ground for the two.

You had me at TimTams

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Media Objectives
Reach & Frequency Goals
The goal of the campaign as a whole is
to achieve an average reach of 65 with a
frequency of 2.4 throughout the United States.
During the heavy-up months our goal is to acheive a
reach of 80 with a frequency of 3. The other 9 months
of the campaign have a desired reach of 60 and
frequency of 2.1, with slightly higher goals in some
of the months leading into the heavy-up months.

Budget
The budget will be distributed in a pusling
schedule throughout a 12 month period. The
heavy-up months include February, September,
and December. The campaign will provide for
traditional media, in-store end caps, and new
media. The total budget will be $18 million dollars.

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Media Mix
In order to most effectively reach the target market,
JAKAR will use a creative mixture of Television,
Magazines, radio, and Internet. Chocolate cookie
eaters had high quintile scores in each of these media.
For television, there were indexes of 130 in
quintile I, and 74 in quintile V, showing that
they are heavy users. For Magazines, there were
indexes of 111 in quintile I, 87 in quintile III, and
107 in quintile V, showing that they are mostly
heavy users, but also somewhat likely to be light
users. Internet had indexes of 82 in quintile I,
117 in quintile II, 91 in quintile III, and 104 in
quintile V. They are moderately heavy users of
Internet, and while theyre not completely heavy
users, there are certain websites and social media
tools that will very effectively reach the target.
Twitter, Youtube, Facebook, and Pinterest
are cheap and easy ways to advertise to
women ages 18-34, as well as their families.
There are six television networks that stand out as
the best vehicles for selling to cookie consumers.

Media Strategy

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National Campaign

Implementing a pulsing schedule will be the most

effective way to market Tim Tams throughout the
United States. They will be advertised year-round,
with an emphasis on the months of September,
December, and February. Cookie sales tend to
spike during back-to-school, Christmas, and
Valentines Day. Intensifying the advertising
during these crucial months will help Tim Tams
stand out from the competitors. These will be the
heavy-up months. Cookie sales remain stable
throughout the rest of the year, so the advertising
for this campaign will remain consistant during
these months. This will allow a consistant reminder
that Tim Tams are a satisfying cookie choice.

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Media Vehicles
When comparing indexes between Enrobed
Cookie Bars, Pepperidge Farm, Fudge Cookies,
Chocolate Covered Cookies, and Heavy Cookies,
the following networks rank extremely high.
They each had an index of 130 or higher in two
or more of these categories. Here are the best
networks according to their averaged indexes:

Media Execution

There are also a few television shows that would

be excellent in reaching cookie eaters. The
shows, along with their average index numbers
based on the five different cookie spreadsheets
are ordered as follows: MTV True Life (159),
iCarly (154), Fox New Years Special (150),
Spongebob Squarepants (145), Shrek the Halls
(143), Desperate Housewives (143), Dora the
Explorer (142), Frosty the Snowman (138),
Meet the Browns (138), and Dateline (135).
It is worth noticing that most of the specials
listed are during the pulsed advertising months.
The ten best magazines to use, after finding the
average index numbers between the five cookie
spreadsheets, include: National Geographic
Kids (143), Glamour (139), Family Fun (136),
First For Women (134), Parents (134), Video
Games/ PC & Console (133), Parenting (129),
Parenthood (127), Real Simple (127), and Family
Circle (122). A huge majority of these magazines
are aimed at parents, specifically mothers,
and families. These will reach the target well.
averaged indexes are formulated using index numbers from 5 cookie
categories, see appendix for more specific index numbers

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Non Traditional Media

Pinterest

Theater

Pinterest is the perfect online vehicle for reaching

the target audience. 80% of Pinterest users are
female, and 47% are aged 18-34. In 2012, Pinterest
averaged about 1.36 million users a day, with
11,716,000 unique visitors in January alone, so
it would be effective for achieving reach and
frequency. JAKAR will use Pinterest by offering
different recipies someone can make using Tim
Tams. This would include step by step instructions
accompanied by pictures. A huge advantage to using
Pinterest is that if the users have their accounts
connected with Facebook, when users repin the
Tim Tam recipes they like it will also show on their
Facebook accounts, reaching even more people.

We will use the preview portion before the

commencement of a movie to advertise TimTams.
By focusing on both Romantic movies and
Children movies during the pulsating months,
we can reach out to women in a more innovative
way. These ads can be tailored to highlight they
key components of the feature film. For example,
in February 2014, there will be a Lego movie
that will be released. The Tim Tam ad can run
before the movie starts and incorporate the
stacking motion of Legos to make that association
with the film. All of our ads will be centered
on our big idea but adjusted for the medium.

Twitter
Twitter is a social media platform that is very
personal but also can be used to share multiple
links. TimTams will have an established social
media presence that will be linked across the
web. The TimTams Twitter account can be mostly
used to update users on new TimTam products,
contests, video uploads on Youtube and recipes on
Pinterest. We want to use Twitter in a way where
we can make information and updates readily
available to the public in a very personal way.
To set our twitter account apart from the other
social media platforms we will conduct different
contests that exclusively pertain to twitter. For
example we can do Tim Tam giveaways for users
who get a certain amount of retweets. We want
to make sure that all of our platforms have a
unique benefit for the user but are all connected.

Youtube
Tim Tams can greatly benefit from having an
entertaining Youtube channel. We will populate
the channel with all of the commercials that
will run on television but also add instructional

videos on how to do a proper TimTam Slam.

The point of this channel is to interact with the
TimTam following in a personal way. We will
have exclusive videos that will only be found on
Youtube that will carry out the big idea. They
will be digital shorts of our TimTam character
playing the male figure in famous romance
scenes from film. Users can then suggest which
scenes we should do next and upload themselves
remaking romance scenes with a TimTams cookie.

Facebook
As of April 2013, the Tim Tam Cookies page
only had about 21,000 likes. JAKARs goal is to
increase this number to 500,000 by the end of
the campaign. This will be achieved by having
regular activities/comp`etitions involving Tim
Tams that users can participate in and share on
the page. An example of this would be to have
users post a picture of themselves eating a Tim
Tam in the most imaginative way they can think
of. The picture that receives the most likes will
win a coupon for a free packet of Tim Tams.

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Tim Tam US Launch

Flow Chart

Chart does not include end caps or new media costs or schedules

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Year at a Glance

Goals and Media Schedule Estimates

While some months fall slightly short of the

desired goals, and other months exceed the goals
in either reach or frequency, this chart shows
how the overall goals of the campaign are met.
The chart also shows our budget allocation
to the various months. Our pulsing
schedule is manifested by increases in
spending, GRPs, reach, and frequency.
Our media execution falls within our
budget, with traditional media costing just
under $12 million. This leaves funding
for non-traditional and end-cap displays.

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Media Mix Cost

Cost and GRP

$(000)

Net TV, 2969.0

End Caps, 4000.0

New Media, 2000.0

Internet, 212.9

Cable TV, 4671.7

Magazine, 2536.8
Radio, 1608.6

Chart does not include end caps or new media costs.

Budget
JAKAR Advertising will allocate 17 percent of
the Tim Tam US Launch budget toward network
television.
Cable television will consume 26 percent of the
budget, with emphasis on daytime and primetime dayparts.
Radio will provide consistancy throughout the
campaign. Not only will this medium increase
overall frequency, it will also be an important
reinforcement to the commercials aired on
television. Radio is an effective means of reaching
our target, with index number averaging ( ).
Because index numbers also showed that many of
these women are mothers, radio buys are focused
on the morning drive and daytime slots. Radio
consumes 9 percent of the budget.
Timely Tammy loves keeping up with trends
and getting new ideas from the magazines she
reads. Becuase magazines are a great way to
introduce Tammy to new products, 14 percent
of the campaign budget will be pushed toward
womens magazines.

Because the internet is just one tool in Tammys

busy day, she only visits a small number of sites
regularly. Some presence will be beneficial on
these sites, but it only merits one percent of the
budget.
New Media is fun for Tim Tams target audience.
Tammy often checks her facebook, re-pins
intersting things, and is on the look-out for fun
things to chat about. Becuase of this, new media
accounts for 11 percent of the budget.
End-caps are an effective way to move toward Tim
Tam and Pepperidge Farms marketing objectives.
In past test markets they have increased sales
significantly. Sales will continue to grow as 22
Chart
Title here.
percent of the budget
is placed

Net TV
17%

End Caps
22%

New Media
11%

Internet
1%

Cable TV
26%

Magazine
14%

Radio
9%

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Conclusion

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The Team
Andrew Baxter

Ipswich, England
Communication, Advertising
Junior

Jenna Divis

Spokane, WA
Communication, Public Relations
Junior

Amy Falke

Turlock, CA
Communication, Advertising
Senior

Kylee Fowler

Arroyo Grande, CA
Communication, Advertising
Senior

Radhames Gomez

Boston, MA
Communication, Advertising
Senior

Competitive Analysis
Media/Company Research
Creative/New Media

SWOT Analysis
Project Management
Media Execution/Buying

Media Execution/Research
Account Coordination
Book Design

Share of Voice/Market
Media Mix
Demographics/Psychographics

Creative Strategy
Creative Execution
Media/Company Research

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Appendix

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Tim Tam

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Tim Tam

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