MEDIA PLANSBOOK Team Incredible

MEDIA PLANSBOOK Team Incredible Marina Cardoso Do Nascimento Sabrina Glowacki John Kregler Christopher Scanlon Cassidy Stow Kevin Templin Carlos Valencia Table of Contents Executive Summary and Industry Review .................. 2 Marketing Mix ......................................................... 3 Consumer Analysis and Positioning .......................... 4 Previous Campaigns ................................................. 5 Competitive Analysis ............................................... 6 Uncontrollable Variables ......................................... 7 Problems/Opportunities .......................................... 8 Marketing and Advertising Objectives ...................... 9 Target Audience ..................................................... 10 Media Objectives ................................................ 11-13 Media Strategies ................................................ 14-17 Charts ................................................................... 18 Media Flow Chart and Evaluation ............................ 19 References ............................................................ 20 1 Executive Summary and Industry Review DiGiorno campaign goals are to increase national sales, maintain brand loyalty within our medium and high using consumers, and to increase favorable attitudes among our low using consumers and new consumers. Financially, our goal is to increase our market share by 1.9%, achieving a total of 24% which represents a total of $1.19 billion. Our strategies include advertising at a frequency level of 2.0 and reach- ing about 70% of our target audience. Creating a pulsing schedule will help reach our goals, with heavier advertising schedules in winter and back to school months with broadcast, digital, and print mediums. Industry Review The frozen pizza industry in the US produces pizzas, which are frozen, packaged, and distributed to downstream markets including grocery wholesalers, supermarkets, and other retailers. The overall growth of the industry has been 0.3% from 2014 to 2019, and it is expected to have a continuing and stable trend the following years until 2024. The revenue of this industry is calculated to be $4.9 billion and the annual profit in 2019 is currently $280.0 million. Sharing the market with 60 other businesses, Nestle’s DiGiorno frozen pizza has a market share of 22.1%, leading ahead. Schwan’s Company and General Mills Inc. are the other companies that follow behind. The industry, in its decline life cycle stage, has a low revenue volatility and is being characterized by a very high level of market saturation. However, IBISWorld expects that competing factors such as growing demand for specialty, organic, or otherwise all-natural frozen pizza products, will likely cushion profit margins, resulting in the average industry profit margin remaining at 5.7% in 2024. 2 Marketing Mix Product: Nestle’s DiGiorno offers an extensive variety of frozen pizzas, accounting for 71 varieties. They also carry sides such as breadsticks. Separated into categories, customers can choose based on type of crust, toppings, occasions, and serving sizes. The type of crusts includes crispy pan style, gluten free, hand tossed style, rising crust, small sized pizzas, stacked toppings, stromboli, stuffed crust, thin crust, and others. The toppings range from BBQ sauce, ham, hamburger, Italian sausage, supreme, cheese, veggies, Ha- waiian, but consumers can also choose separate specific topping such as bacon, chicken, salami, and others. The occasions are divided into date night, family pizza night, game night, lunch, and snack/appetizer. The serving sizes are family, party, pizzas for two, and small pizzas. There is also regular and thin crust frozen pizza with classic topping, specialty crust frozen pizza, and deep dish and thick crust frozen pizza, in a variety of sizes. In conclusion, DiGiorno has a large variety of options in comparison to its competitors: by having pizza for almost every taste, its product line gives the company a competitive advantage in the frozen pizza market. Price: DiGiorno has a range of prices depending on the variety of the pizza. At Walmart, for example, A DiGiorno Pepperoni Pizza – Rising Crust is $5.00. At Target, the DiGiorno Cheese Stuffed Crust Pizza – Three Meat is only $3.99. With fairly inexpensive costs, Nes- tle’s DiGiorno is in the average range of frozen pizza costs. However, they also offer more indulgent pizzas at a more expensive cost. For example, one of their most expensive options is the DiGiorno 3-Meat Stromboli Italian-Style Sandwiches that cost $23.99. By having this pricing strategy, they can establish themselves as a brand that has good tasting pizza, but does not intimidate its consumers by being too expensive or luxurious. Place: DiGiorno are sold at grocery stores, supermarkets, warehouse stores, convenience stores, mass merchandisers, bakery stores and specialty food stores across the nation. The stores that carry Nestle’s DiGiorno frozen pizza and sides are Target, Walmart, Kroger, CVS, Walgreens, and can be bought online through Amazon, Target Online and Walmart Online. Because DiGiorno is nationally distributed, the frozen pizza is sold in large retail stores across the country, thus calling for a national advertising campaign. Promotion: Currently, the company offer cents off DiGiorno pizza coupons for their products in local newspapers and through direct mailing programs. A coupon enhances the chance of an impulse buy, which creates higher awareness and may increase sales in the future, by having consumers consider it because of the coupon. This also creates brand loyalty when the consumer enjoys the pizza and remembers the name when they shop for frozen pizza in the future. 3 Consumer Analysis and Positioning Consumer Analysis: The people who buy DiGiorno are parents of large families, single men, and adolescents. The occasions that the customers by DiGiorno Pizza is for parties and quick, easy meals that still offers flavor. The consumers want to feel that they are not compromising anything by having frozen pizza at home, meaning that the DiGiorno frozen pizza is expected to have the same quality as a delivery pizza. The heaviest users of these products are males aged 25-34. This may be because of the ease of cooking and the average cost of the pizza. With Di- Giorno’s current position of being similar to fresh-delivery pizza, the main goal of the consumers is to eat a delicious and convenient meal that averages low to medium prices. Positioning: In the 1995 Kraft added the DiGiorno brand to its pre-existing line of frozen pizza brands to target a different type of consumer. Kraft’s goal was to create a frozen pizza brand that would compare to pizza served in restaurants. DiGiorno uses several positioning tactics such as: Promoting Quality: The DiGiorno brand is all about making consumers think that DiGiorno frozen pizza is of the same quality as pizza served in restaurants. They want consumers to think they are not compromising anything by having frozen pizza at home. DiGiorno was the first frozen pizza to feature a rising crust not a precooked crust like all other frozen pizzas. This quality alone led DiGiorno to advertise themselves as a quality pizza just like the restaurants. Not Delivery: DiGiorno has positioned itself against pizza delivery and delivery services with their famous slogan “It’s not delivery, it’s DiGiorno.” By positioning itself against pizza delivery, DiGiorno is able to market several things such as lower price, convenience, and fresh taste. Being able to advertise all of these things has allowed DiGiorno to create a category of its own when it comes to frozen pizza. 4 Previous Campaigns One of DiGiorno’s first campaigns that put the brand on the radar was their “rising crust” campaign in the early 2000’s. In the mid 90’s, Kraft started the brand of DiGiorno and created the innovative recipe that allowed the crust to rise like a home-made or delivery pizza naturally would. The company banked off the idea that DiGiorno was healthier and more delicious than their competition frozen pizza brands, who at the time did not offer this “rising crust” and was more similar to delivery pizzas. The campaign was a huge success and actually started their biggest campaign ever, the “It’s Not Delivery, It’s DiGiorno” campaign. After a few years, the competitor frozen brands caught on and did the same, but DiGiorno kept the slogan comparing its pizza to delivery. The positioning of this campaign separated DiGiorno from other frozen pizza brands completely. In 2017, Nestle took a month to create and share a social experiment campaign for DiGiorno based around people’s honest emotions to oven baked pizza versus delivery pizza. Nestle teamed up with multiple companies including Facebook to use facial recognition and document real people’s excitement for DiGiorno pizza as it baked in the oven. The company hosted six different parties in a room that was set up with cameras to film the emotions of the partygoers as the pizza was prepared and eaten. This campaign creatively uses the persuasive techniques of appeal to authority with the use of scientific reasoning, and plain folks with the use of real people. The video teaser was posted to Facebook, Instagram, and other video advertising platforms in order to reach their broad demographic of people aged 25- 54 who lived in the United States and enjoyed pizza. The goal was to showcase the idea that oven baked pizza, especially DiGiorno,

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