Tim Tam Media Plan - Ashley Malan Portfolio

Transcription

Tim Tam Media Plan
US Launch
April 02, 2013
Media Strategy and Planning
Bobby Vasquez
Ashley Malan
Jessica Madsen
Kyle Wismer
Kami Clark
Dan Sisco
Table of Contents
Executive Summary........................................... 3
Situation Analysis ............................................. 4
SWOT Analysis ................................................. 5
Marketing Goals ................................................ 6
Media Objectives ............................................... 6
Target Audience ................................................. 7
Media Strategy ................................................... 8
Media Execution ............................................... 10
Creative .............................................................. 11
Budget ................................................................ 12
Conclusion ........................................................ 15
Team Bios .......................................................... 16
Appendix ........................................................... 18
Executive Summary
Pepperidge Farm is preparing to launch a new brand of cookie called Tim Tams.
The cookie has already enjoyed overwhelming success in Australia, and Pepperidge Farm
hopes to replicate that success here in the United States and use the excitement of a new
brand to increase sales of all cookies by 12%.
Consumers over the age of 45 are more likely to purchase Pepperidge Farm
cookies like Milanos and Genevas, but younger adults tend to buy more “exciting” cookies
like Oreos. Targeting our advertising to younger adults ages 18-34 with the U.S. launch of
Tim Tams will help position Pepperidge Farm as a cookie for the younger generation and
increase sales of all Pepperidge Farm cookies across the board.
While traditional media like television and newspaper will be heavily utilized to
promote Tim Tams, the campaign will also involve less traditional forms of advertising
via social media channels like Facebook, Twitter and Pinterest and some celebrity
promotions.
The campaign will be mostly national, though we will target the 10 most populated
college towns in America with some spot buys to help reach the primary target audience.
The total cost of the campaign will be $13,333,200.
3
Situation Analysis
SWOT Analysis
Although Tim Tams are Australia’s favorite cookie and have been for a while, they
are relatively new to the United States. Now that Tim Tams have been adopted by Pepperidge Farm, there is potential to develop a loyal and vast following in the United States.
Strengths
• Tim Tams are much different than other cookies sold in the United States in their shape
and portion size.
• Pepperidge Farm cookies have a large and loyal following that will transfer well to Tim
Tams.
• It is Australia’s favorite cookie.
Historical Perspective
Historically, Pepperidge Farm has re-created successful cookies from around the
world and sold them in the United States. The company was founded in 1937 when Margaret Rudkin bought the rights to produce and sell a European cookie she later named the
Milano. Since then the company has produced a wide variety of cookies as well as frozen
pastry items and snack crackers. In 1961 Rudkin sold the business to Campbell Soup
Company. Campbell continues to nurture the brand.
Pepperidge Farms launch of the Tim Tam is another re-creation of an international
cookie being marketed in the United States. The cookie sales will help boost the performance for Pepperidge Farm in the baking and snacking industry. b.
Competitive Analysis
Pepperidge Farm is a well-known brand and does well in the market considering
giants like Oreo and Keebler. Mondelez Intl, Inc., which makes Oreos and Chips Ahoy,
is the most dominant competitor, spending an average of over $65.8 million per year on
advertising. Kellogg Co., which makes Keebler cookies, spends $19.7 million. Currently
Pepperidge Farm spends $15.2 million. Our budget for 2014 will remain in this range,
though the addition of end caps will add an extra $4 million to the total.
Mondelez currently holds the highest share of voice at 60% and Kellogg comes in
second at 18%. Cambell’s holds 14% SOV.
Despite the smaller SOV, our creative problem solving and innovative methods of
guerrilla advertising will position Pepperidge Farm to claim a portion of cookie sales from
Mondelez by the end of the fiscal year.
Weaknesses
• In the United States Tim Tams are not well known. If given a choice, most Americans are
more likely to choose a more popular cookie, such as Oreos.
• Since Tim Tams are imported into the United States, the price of the cookie is higher
than competing cookie brands.
Opportunities
• Tim Tams have a great opportunity with the younger demographics, especially college
students ages 18-23. College students are the heaviest consumers of enrobed cookies.
• Tim Tams complement hot drinks like coffee and hot chocolate. Australians have been
eating Tim Tams with with their coffee for ages, a tradition which could continue well into
the United States.
Threats
• Cooke brands such as Oreo and Chips Ahoy dominate the packaged cookie market and
have been around longer. Therefore they have a larger, more loyal following.
• The law of supply and demand is a threat to the success of Tim Tams as other cookie
companies that produce larger quantities are able to charge less.
5
Marketing Goals
Target Audience
1. Increase cookies sales by 12%. Although the entire cookie category is not expected to
grow more than 3% next year.
Primary:
Pepperidge Farm is an established cookie brand that shares about 2.2% of all
packaged bakery purchases in the United States. Pepperidge Farm sells its products in a
market composed mainly of women ages 35 and older, however the established consumers
of Pepperidge Farm cookies are women ages 45 and older. To help Pepperidge Farm
increase their market share we will introduce Tim Tams to the younger generation.
Our target audience is adults ages 18-34 of all ethnicities. These adults have just
graduated high school and have recently entered the workforce, have started college or
have young children. They are beginning to shop for groceries on their own and will
likely begin to develop brand loyalty. Tim Tam will draw in the younger demographic and
increase Pepperidge Farm’s market share.
According to MFP’s Pepperidge Farm Case Study, the index numbers for
Pepperidge Farm are as follows: Women purchase more cookies than men with an index
number of 113 compared to men at 72; Adults ages 45-54 have an index of 125 while
adults ages 18-24 have a significantly lower index of 95; college graduates are the biggest
consumers of cookies with an index of 137 compared to people with some college at 97.
It appears that the older population are the highest consumers of Pepperidge Farm
cookies, but mothers are the biggest consumers of packaged cookies and young adults are
the biggest consumers of enrobed cookies overall. Index numbers for enrobed cookies, the
main Tim Tam market, resemble overall packaged cookies. Again, women purchase the
most enrobed cookies with an index of 109 while men have an index number of 90. The
index number for adults ages 18-24 is 157 and adults ages 25-34 is 128. Different from the
education levels of Pepperidge Farm consumers, enrobed cookie consumers have a higher
index number for those with “some college” (110) than “graduates of college” (93). This
means that Tim Tams have a much better probability than other Pepperidge Farm cookies
to be purchased by college age adults and young mothers.
2. Achieve $18 million in Tim Tam sales. Pepperidge Farm cookie sales reached $187.4
million last year, with Milanos taking the majority at $92.1 million and the remaining
products generating the rest at $95.3 million. Tim Tams will make up 10% of Pepperidge
Farm cookie sales, a realistic expectation given the allotted budget.
3. Take 9% from competitor’s market share, the majority of which will likely come from
Oreo.
Media Objectives
Using the Ostrow Model (see Appendix), the campaign reach, frequency and GRP
goals were determined. Because Tim Tam cookies are a new, relatively unheard of brand
with a small share of the market the frequency goal was 2.5. The campaign target reach
has been set at 60, giving us a monthly GRP goal of an even 150.
Because our media strategy varies by month, many months will have stronger
showings than others. Therefore, these goals are merely averages.
To reach our target audience, we’ve researched the media that college students are
most likely to use. The media that our target audience most consumes throughout the day
is Prime network and cable television, as well as the Internet. Our secondary audience are
heavy consumers of newspaper. With these media we will work to obtain a high number
of GRPs. To reach our market we will place ads nationally, as well as focus on some spot
markets.
Our goals for reach and frequency fluctuate throughout the year sales as cookie
sales increase or decrease. The peak months for sales are February, September and December. We will invest heavily in these months and we hope to obtain reaches of 78.7.0, 84.3
and 83.4, respectively, as well as frequencies of 2.8, 3.5 and 3.6. These are the peak months
and they will account for roughly two thirds of our expenditures on ads.
Not included in our projections or flow chart are the grocery store end caps and social
media efforts. Though the flow chart does not project these goals being met, we are confident that with the additional use of social media and end caps, these reach and frequency
goals are easily attainable.
Media Habits:
The media habits of adults ages 18-34 is as follows. They are heavy internet and
magazine users. They watch an average amount of TV, but they are a little below average
for Primetime TV.
Secondary:
The secondary audience is women ages 45 and older. This demographic is the
established consumers of Pepperidge Farm Cookies and we want to utilize their loyalty to
Pepperidge Farm by offering another quality product they will love.
Media Habits:
The media habits of the secondary audience are as follows. They are heavy
newspaper and internet consumers. They listen to the radio slightly more than others.
7
Media Strategy
Flowchart
3/31/13 2:16 AM
Flowchart
Student:
Dan Sisco
Professor: Jeff Hochstrasser
Semester:
Flowchart
Winter 2013
Default Flowchart Title
Default Flowchart SubTitle
Medium
Jan
Feb
Net TV-Daytime
$(000)
Net TV-Early News
$(000)
5
2
Mar
Jun
2
5
Net TV-L Nite/L News
10
2
Net Cable-Prime
$(000)
25
2
Net Cable-L Fringe
$(000)
25
National Newspapers
$(000)
2
Internet-Keyword/Search
$(000)
10
Target Demo: All Adults ages 18-34
Aug
Sep
5
230.0
203.9
713.3
2
40.8
2
57.1
40.8
2
40.8
57.1
3
264.1
116.4
31.7
2
21.1
2
21.1
232.8
25
116.4
Spot TV-Prime
$(000)
15
35
10
Spot TV-Late Fringe/News
50
50
20
225.5
225.5
194.7
7
4
230.0
142.8
5
102.0
5
102.0
119.5
90.2
Total Across
116.8
15
69.9
35
163.0
5
10
5
25
15
119.5
112.8
23.3
69.9
15
179.3
5
30
139.7
20
22.6
10
45.1
10
119.5
10
45.1
13
506.3
GRPS:
COST:
4
123.2
GRPS:
COST:
14
643.9
GRPS:
53
407.9
COST:
1080.9
142.7
GRPS:
COST:
44
1255.4
5
10
10
105.7
GRPS:
COST:
52
549.4
2
2
169.0
GRPS:
COST:
6
507.0
10
GRPS:
COST:
30
709.5
100
GRPS:
COST:
440
2049.1
GRPS:
COST:
5
23.8
169.0
75
349.3
236.5
35
163.0
30
139.7
465.7
23.8
59.8
67.7
15
184.0
GRPS:
COST:
10
236.5
5
418.4
3
10
$(000)
179.3
Dec
105.7
169.0
50
Nov
285.3
236.5
25
Oct
61.6
Spot TV-Early Fringe/News
$(000)
Jul
194.7
61.6
$(000)
May
5
Net TV-Prime
$(000)
Spot TV-Daytime
$(000)
Apr
75
15
25
50
GRPS:
COST:
265
3167.5
100
30
50
100
GRPS:
COST:
465
2097.2
896.5
451.0
179.3
135.3
298.8
225.5
597.6
451.0
National Only Area
GRPS
$(000)
Reach
Avg. Freq.
2
61.6
1.9
1.0
81
2011.6
47.3
1.7
4
97.9
3.9
1.0
2
61.6
1.9
1.0
5
88.8
4.7
1.1
1
21.1
1.9
1.0
3
61.9
3.8
1.0
2
40.8
2.0
1.0
49
1363.9
35.5
1.4
5
102.0
4.6
1.1
5
102.0
4.6
1.1
54
1362.5
36.7
1.5
GRPS:
Cost:
215
5375.6
Spot Only Area
GRPS
$(000)
Reach
90
521.2
50.3
135
876.7
62.3
54
326.2
37.2
50
302.1
35.5
54
290.4
35.1
14
69.6
13.7
39
294.3
30.7
49
304.3
33.8
250
1696.8
77.8
80
477.6
47.0
105
664.0
55.5
250
1514.3
76.1
GRPS:
Cost:
1,175
7337.6
Avg. Freq.
1.8
2.2
1.5
1.4
1.6
1.1
1.3
1.5
3.2
1.7
1.9
3.3
Plan Total
GRPS
$(000)
Reach
Avg. Freq.
92
582.8
51.2
1.8
216
2888.3
78.7
2.8
58
424.0
39.6
1.5
52
363.7
36.7
1.4
59
379.2
38.1
1.6
16
90.8
15.3
1.1
43
356.2
33.3
1.3
51
345.1
35.1
1.5
299
3060.7
84.3
3.5
85
579.6
49.3
1.7
110
766.0
57.4
1.9
304
2876.9
83.4
3.6
GRPS:
Cost:
1,391
12713.2
© Deer Creek Software, Provo, UT
To promote the launch of the Pepperidge Farm Tim Tams we will utilize a flighting strategy, beginning in January, 2014. Most of the campaign will be national, though we
will focus on 10 specific spot markets where a large portion of college students live. These
spot markets make up 15% of the national population.
Because our target audience is adults 18-34 we will focus primarily on national
television, newspapers and Internet advertising.
In February, leading up to and surrounding Valentine’s Day we will explode the
campaign on national television, newspapers and across the Internet and then return to
normal levels in March and into the summer.
We will ramp up again in September as children are preparing to return to school
and in December we will have our biggest ad blitz of the year leading up to Christmas.
The following chart shows the frequency of Google searches containing keywords “Chocolate” and “Cookies.” Notice especially the spikes in February surrounding Valentine’s Day
and December leading up to Christmas.
Mendelez International, Inc., the company that manufactures Oreos, dominates
the sphere of television advertising. Because they’re essentially the only company that
advertises on television nationally (with the exception of Kellogg and Suncore, each taking
less than 10% of the SOV), it should be relatively easy to achieve a substantial share of our
own, given our substantive ad budget.
No significant company utilizes newspapers as a form of advertising, which is why
in the heavy months (February, September and December) we’ve chosen to advertise in
several national newspapers; doing so will give us the dominant voice in the market at
over 98% SOV and a unique audience that likely hasn’t already been exposed to our or our
competitor’s message.
Magazines were not chosen because the cost of advertising is too high and the
amount of money required to gain a worthwhile SOV is outside of our budgetary restrictions. Outdoor will not be used because it is not necessary for this campaign.
The entire year plan will cost us just over $13 million, with the additional $500,000
for end caps.
For less traditional forms of advertising, we’ve also chosen to pay a number of
carefully selected celebrities to tweet about Tim Tams. This will help us reach a large portion of our target audience, as well as provide a unique angle that many of them won’t have
been exposed to before. Most celebrities charge between $8-15,000 per tweet, but they can
reach millions of users online.
9
Media Execution
Television: We will focus TV advertisements on national and spot markets. We will narrowcast our media buys based on the following specific television shows in order to most
effectively reach our target audience:
Because we are focus additional GRPs on three different colleges in Florida, we will focus
our commercials with LeBron James on these areas especially as he plays for the Miami
Heat and will likely have a larger impact there than the other players mentioned.
My Name is Earl (TBS) - Daytime
Vampire Diaries (CW) - Prime
The Simpsons (FOX) - Prime
Family Guy (FOX) - Late Fringe/News
Cake Boss (TLC) - Late Fringe/News
Saturday Night Live (NBC) - Late Fringe
Cross Promotion: You are going to need a hot drink before you start slamming your Tim
Tam because when slamming a Tim Tam you bite both ends of the cookie and use it as a
straw for your beverage which then turns into something very delicious. But before it gets
too messy you slam the Tim Tam in your mouth and get a wonderful feeling. Since the hot
drink is so essential, we will cross promote with a hot chocolate and coffee brand such as
Starbucks.
We also recommend approaching Starbucks about sharing the end caps at the various
grocery stores we’ve chosen to purchase. This will cut our end cap cost from $4 million to
$2 million while still potentially increasing sales 3-5%.
Newspaper: We will focus solely on national markets.
National Newspapers: New York Times (daily), Wall Street Journal, USA Today
(Non-Traditional Efforts)
Facebook: There only seems to be activity on the Facebook page during the months that
Tim Tams are available in the states. We cannot let those months that Tim Tams are not
available go to waste. Being active and promoting the product all year can have consumers and fans excited for the arrival of the product. Contests and promotions can be added
onto the page.
Twitter: Tim Tam will hire celebrities to endorse their product on Twitter. For less than
$15,000 per tweet we can reach a very large audience. The first step will be creating a
hashtag such as #timtamslam or #timtamming. To go along with that, we will pay carefully
selected celebrities to post tweets about Tim Tams as explained in the media execution.
Pinterest: With an audience composed mostly of women, the Tim Tam will likely have
a large following on Pinterest. This is a free way for the product to gain recognition and
popularity. With all the ideas for recipes and creative ways to consume treats on Pinterest,
the Tim Tam has an opportunity to thrive in this relatively new social media sphere.
Spot Markets:
Arizona State University (Tempe, AZ)
University of Central Florida (Orlando, FL)
Ohio State (Columbus, OH)
Texas A&M (College Station, TX)
University of TX (Austin, TX)
University of Minnesota (Minneapolis, MN)
Florida International (Miami, FL)
University of Florida (Gainsville, FL)
Michigan State (Detroit)
University of California, Los Angeles
Potential Twitter Celebrities:
•
•
•
•
P. Diddy ($15,000 per tweet) - 9.1 million followers
Snoop Lion ($8,000 per tweet) - 10.6 million followers
Lindsay Lohan ($3,500 per tweet) - 5.7 million followers
Kim Kardashian ($8,000 per tweet) - 17.5 million followers
If we buy 10 Twitter endorsements from various celebrities, it will cost us roughly $86,000
and have the potential to make an average of 107,000,000 impressions.
Slam that Tim Tam with the NBA: Along with the tagline, “Slam that Tim Tam”, we will
do a creative marketing campaign with an NBA superstar such as Lebron James, Blake
Griffin, or Kevin Durant. These players are very successful in their fields and are loved by
the fans. This will be a great tool in bringing the younger age group and the sports lover
towards the Tim Tam product. This could blossom into a partnership with the NBA in the
future.
Creative
Tagline: Slam That Tim Tam!
Suggested Positioning: A new way to enjoy your favorite hot drink with your favorite
cookie. No other cookie can do the Tim Tam Slam!
Motivation to Buy: Not only is the Tim Tam a one of a kind cookie, but it also brings
people together. Great to have at socials especially during Christmas time and a great
snack to have when spending time with family andfriends.
Purpose of Advertising: Help people feel part of a great movement. Tim Tams will
revolutionize the cookie aisle and become a staple at holiday gatherings and other times of
the year mentioned previously: Valentine’s Day, Back to School and Christmas.
Suggested Approach: The majority of the marketing and promoting will be aimed at
college students and the younger generation, especially those who are willing to try new
things and have fun. Social media will be a driving force in our marketing campaign.
11
National vs. Spot
Budget
It is necessary to allocate our budget in a strategic manner that will assist us
in achieving our goals. As has been stated previously, we will spend the majority of
our advertising budget in the months of February, September and December. Our
expenditures for the campaign will total $13,333,200, with $8,825,900 in the peak months.
Our national campaign will receive $5,375,600 of our total advertising budget. We
feel this is necessary as we will reach the largest amount of people via national ads. The
largest recipients of our cash flow will be Network Late Night/News and Cable Prime.
This medium is the best way for our target audience to consume our ads. We will invest
funds into other mediums such as Network TV Daytime and Network Early News, but the
majority will be in Cable Prime and Network Late Night/News.
We’ve listed previously that we will focus on 10 specific spot markets. The
allocation of our budget will be based on the population of our total target market in
comparison to the other nine. The larger the market, the more of the budget it will receive.
Pepperidge Farm has asked that we reserve $4 million to spend on end cap
advertising in grocery stores across the country, but because the promotion includes every
brand of Pepperidge Farm cookie we feel this expense should be shared across the board.
Therefore, this should only cost Tim Tam $500,000 instead of the original $4 million.
Spot Market Allocation
National Budget Allocation
Monthly Budget Allocation
Spot Campaign
13
Conclusion
Pepperidge Farm has a tremendous opportunity to take advantage of the launch
of Tim Tams in the United States in order to boost sales of their cookies all around. By
implementing the strategies outlined in this book, Pepperidge Farm is extremely likely to
achieve their stated goals and objectives for the coming year. There is no reason Tim Tams
can’t compete with the likes of Oreo and Keebler cookies, while still spending less than
either of them.
Our plan has been meticulously crafted in order to help Pepperidge Farm achieve
their desired results and help them forge ahead into the future as a leader in the packaged
cookie industry. Through both traditional and non-traditional forms of media, this plan
will help Tim Tams become a family favorit--no one in America will be able to resist doing
The Tim Tam Slam!
15
Team Biographies
Name: Ashley Malan
Major: Communication with an emphasis in Public
Relations
Year in School: Senior
Contribution to Campaign: Researching the
target audiences and writing about them. Also
helped research and write the media execution of
thecampaign.
Name: Kami Clark
Major: Communications with an emphasis in Public Relations.
Contribution to Campaign: The situation analysis and the
media execution.
Name: Dan Sisco
Major: Communication with an emphasis in Public
Relations
Contribution to Campaign: The executive summary
and contributed to the development of the Media
Strategy. Book design and compilation of contents.
Final editorial review.
Name: Bobby Vasquez
Major: Communication with an emphasis in Public Relations
and minor in Business Management
Contribution to Campaign: The creative and non-traditional
efforts of the campaign. Also helped with the presentationteam.
Name: Jessica Madsen
Major: Communication with emphasis in Public Relations
Contribution to Campaign: The marketing goals, appendix,
and the PowerPoint/presentation.
Name: Kyle Wismer
Major: Business Management with an emphasis in Finance and
minor in Accounting
Contribution to Campaign: The creation of the media objectives,
budget, and contributed to the MediaStrategy.
17
Appendix
Year At a Glance
Year At a Glance
Student:
Dan Sisco
Professor: Jeff Hochstrasser
Semester:
Winter 2013
Year at a Glance (2014)
Reach
Goal
Avg Freq
Est
Goal
GRPS
Est
Goal
Est
$(000)
Balance
Goal
Est
Balance
January
0.0
51.2
0.0
1.8
0
92
-92
0
582.8
0
February
0.0
78.7
0.0
2.8
0
217
-216
0
2888.3
0
March
0.0
39.6
0.0
1.5
0
59
-58
0
424.0
0
April
0.0
36.7
0.0
1.4
0
52
-52
0
363.7
0
May
0.0
38.1
0.0
1.6
0
60
-59
0
379.2
0
June
0.0
15.3
0.0
1.1
0
17
-16
0
90.8
0
July
0.0
33.3
0.0
1.3
0
44
-43
0
356.2
0
August
0.0
35.1
0.0
1.5
0
52
-51
0
345.1
0
September
0.0
84.3
0.0
3.5
0
299
-299
0
3060.7
0
October
0.0
49.3
0.0
1.7
0
85
-85
0
579.6
0
November
0.0
57.4
0.0
1.9
0
110
-110
0
766.0
0
December
0.0
83.4
0.0
3.6
0
304
-304
0
2876.9
0
0
1391
-1391
14000
12713.185
1286.815
Total
National Contingency $(000): 1,000
Spot Contingency $(000): 1,000
© Deer Creek Software, Provo, UT
Ostrow Model
3/31/13 2:16 AM
Market Factors
Established brand
High brand share
High brand loyalty
Long purchase cycle
Less frequent usage
Low share of voice
Target other group
Total: 0
-.2-.1+.1+.2New brand
-.2
-.1
+.1 +.2 Low brand share
-.2
-.1
+.1 +.2 Low brand loyalty
-.2
-.1
+.1 +.2 Short purchase cycle
-.2
-.1 +.1+.2Frequency usage
-.2
-.1
+.1 +.2 High share of voice
-.2
-.1
+.1 +.2 Target old people or children
Message Factors
Low message complexity
-.2
-.1
+.1 +.2 High message complexity
High message uniqueness -.2
-.1
+.1 +.2 Low message uniqueness
Continuing campaign
-.2-.1+.1+.2New campaign
Product-focused message
-.2
-.1 +.1+.2Image-focused message
Low message variety
-.2
-.1
+.1 +.2 High message variety
High wearout-.2
-.1 +.1+.2Low wearout
Large advertising units
-.2
-.1
+.1 +.2 Small advertising units
Total: -.4
Media Factors
Low clutter-.2
-.1 +.1+.2High clutter
Favorable editorial setting -.2
-.1
+.1 +.2 Neutral editorial setting
High audience attentiveness -.2
-.1
+.1 +.2 Low audience attentiveness
Continuous scheduling
-.2
-.1
+.1 +.2 Pulse or flight scheduling
Few media vehicles
-.2
-.1
+.1 +.2 More media vehicles
High repeat exposure media -.2
-.1
+.1 +.2 Low repeat exposure media
Total: -.1
3 + -.5 = 2.5
Optimal Average Frequency = 2.5
Reach: 60
GRPs: 150
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19
Total Sample
Total Principal Shoppers
Total Sample
Total Principal Shoppers
Total Adults
Enrobed Cookie Bars
Total
Pepperidge Farm
Total Adults
Enrobed Cookie Bars
Total
Pepperidge Farm
Fudge Cookies
(000)
(000)
Horz% Index
(000)
Vert% Horz%
(000)
Vert%
(000)
Vert% Horz%
Index Vert% (000)
Vert% Vert% (000)
Vert% Horz% (000)
Index Vert% (000)
Vert% Horz%
Index
Totals
230375 100 100.0 141954 26043
11.3
100
6336
4.5
Totals
230375
100.0
26043
100.0
11.3
100.0 100.0 6336
100.0
4.5141954
100 100.0 5444
100.0 100.0
3.8
100
MEN
111471 90
48.4 44537 11387
43.7 1429
10.2
90
31.4 1427
1429
22.6
3.2
MEN
111471
48.4
11387
43.7
10.2
31.4
22.6
3.2 4453772
26.2
3.2
84
WOMEN
118904 109
51.6 97417 14657
56.3 4907
12.3
109
68.6 4017
4907
77.5
5.0
WOMEN
118904
51.6
14657
56.3
12.3
68.6
77.5
5.0 97417
113
73.8
4.1
108
WORKING WOMEN 64630
64630 113
28.1 53117
8263
31.7 2795
12.8
113
37.4 2093
2795
44.1
5.3
WORKING WOMEN
28.1
8263
31.7
12.8
37.4
44.1
5.3 53117
118
38.5
3.9
103
GRAD COLL PLUS 63003
63003 93
27.4 41268
6647
25.5 2517
10.6
93
29.1 1355
2517
39.7
6.1
GRAD COLL PLUS
27.4
6647
25.5
10.6
29.1
39.7
6.1 41268
137
24.9
3.3
86
SOME COLLEGE 64690
64690 110
28.1 39900
8027
30.8 1730
12.4
110
28.1 1476
1730
27.3
4.3
SOME COLLEGE
28.1
8027
30.8
12.4
28.1
27.3
4.3 3990097
27.1
3.7
96
GRADUATED HIGH 71029
SCHOOL
71029 96
30.8 43122
7708
29.6 1540
10.9
96
30.4 1600
1540
24.3
3.6
GRADUATED HIGH SCHOOL
30.8
7708
29.6
10.9
30.4
24.3
3.6 4312280
29.4
3.7
97
TWELFTH GRADE/LESS
31652 102
13.7 17664
3661
14.1
11.6
102
12.4 1012
549
8.7
3.1
TWELFTH GRADE/LESS
31652
13.7
3661
14.1
11.6
12.4
549
8.7
3.1 1766470
18.6
5.7
149
AGE 18-24
29377 157
12.8 11239
52077.9
20.0
17.7
157
7.9
476
7.5
4.2
AGE 18-24
29377
12.8
5207
20.0
17.7
476
7.5
4.2 1123995
643
11.8
5.7
149
AGE 25-34
41280 128
17.9 25569
5958
22.9
14.4
128
18.0
945
14.9
3.7
AGE 25-34
41280
17.9
5958
22.9
14.4
18.0
945
14.9
3.7 2556983
997
18.3
3.9
102
AGE 35-44
40737 117
17.7 26225
5402
20.7 1034
13.3
117
18.5 1095
1034
16.3
3.9
AGE 35-44
40737
17.7
5402
20.7
13.3
18.5
16.3
3.9 2622588
20.1
4.2
109
AGE 45-54
44531 92
19.3 28958
4616
17.7 1612
10.4
92
20.4 1129
1612
25.4
5.6
AGE 45-54
44531
19.3
4616
17.7
10.4
20.4
25.4
5.6 28958
125
20.7
3.9
102
AGE 55-64
35695 66
15.5 23737
2659
10.2 1139
7.5
66
16.7
1139
18.0
4.8
AGE 55-64
35695
15.5
2659
10.2
7.5
16.7
18.0
4.8 23737
108
902
16.6
3.8
99
AGE 65+
38754 50
16.8 26225
2203
8.5 1130
5.7
50
18.5
1130
17.8
4.3
AGE 65+
38754
16.8
2203
8.5
5.7
18.5
17.8
4.3 2622597
678
12.5
2.6
67
Median Age (Years)
46 83
38
83
48
50
Median Age (Years)
46
38
48
50
104
45
94
EMPLOYED
138001 105
59.9 81054 16412
63.0 3693
11.9
105
57.1 2908
3693
58.3
4.6
EMPLOYED
138001
59.9
16412
63.0
11.9
57.1
58.3
4.6 81054
102
53.4
3.6
94
EMPLOYED FULL TIME
110329 102
47.9 63463 12701
48.8 2768
11.5
102
44.7 2168
2768
43.7
4.4
EMPLOYED FULL TIME
110329
47.9
12701
48.8
11.5
44.7
43.7
4.4 6346398
39.8
3.4
89
EMPLOYED PART TIME
27672 119
12.0 17591
3711
14.3
13.4
119
12.4
924
14.6
5.3
EMPLOYED PART TIME
27672
12.0
3711
14.3
13.4
12.4
924
14.6
5.3 17591
118
740
13.6
4.2
110
NON EMPLOYED 92373
92373 92
40.1 60900
9631
37.0 2644
10.4
92
42.9 2536
2644
41.7
4.3
NON EMPLOYED
40.1
9631
37.0
10.4
42.9
41.7
4.3 6090097
46.6
4.2
109
Professional and Related
Occupations
30625 99
13.3 20577
3419
13.1 1043
11.2
99
14.5
1043
16.5
5.1
Professional and Related Occupations
30625
13.3
3419
13.1
11.2
14.5
16.5
5.1 20577
114
764
14.0
3.7
97
Management Business
and Financial 9.3
Operations 2335
21389 97
9.3 12198
23358.6
9.0
10.9
97
8.6
6135.6
9.7
5.0
Management Business and Financial Operations
21389
9.0
10.9
613
9.7
5.0 12198
113
307
2.5
66
Sales and Office Occupations
32500 115
14.1 20791
4228
16.2 1153
13.0
115
14.7
1153
18.2
5.6
Sales and Office Occupations
32500
14.1
4228
16.2
13.0
14.7
18.2
5.6 20791
124
843
15.5
4.1
106
Natural Resources Construction
and Maintenance
Occupations
12920 98
5.6 4813
14263.4
5.5
11.0*
98
3.4
1612.6
*
2.5
3.4
Natural Resources Construction and Maintenance Occupations
12920
5.6
1426
5.5
11.0
161
2.5
3.4 481375
139 *
2.9
75
Other employed
40568 109
17.6 22676
5004
19.2
12.3
109
16.0
723
11.4
3.2
Other employed
40568
17.6
5004
19.2
12.3
16.0
723
11.4
3.2 2267671
854
15.7
3.8
98
Management Occupations
16026 96
7.0 8696
17456.1
6.7
10.9
96
6.1
4434.0
7.0
5.1
Management Occupations
16026
7.0
1745
6.7
10.9
443
7.0
5.1 8696
114
218
2.5
65
Business and Financial5363
Operations Occupations
2.3 3502
5892.5
2.3
11.0
97
2.5
1701.6
2.7
4.9
Business and Financial Operations Occupations
2.3
589
2.3
11.05363 97
170
2.7
4.9 3502
109
89 *
2.5
66
Computer and Mathematical
1.8 2053
4321.5
1.7
10.6
94
1.5
741.4
*
1.2
3.6
Computer and Mathematical Occupations
4062 Occupations
1.8
432
1.7
10.64062 94
74 *
1.2
3.6 205381
76 *
3.7
97
Architecture and Engineering
1.0 1082
2440.8
0.9
10.3
91
0.8
620.6
*
1.0
5.7
Architecture and Engineering Occupations
2370 Occupations
1.0
244
0.9
10.32370 91
62 *
1.0
5.7 1082
128
31 *
2.9
75
Life Physical and Social
Science Occupations
0.6
1630.6
*
0.6
12.1
107
0.6
550.7
*
0.9
6.2
Life Physical and Social Science Occupations
1343
0.6
163 *
0.6
12.11343 107
889
55 *
0.9
6.2 889
139
37 *
4.2
109
Community and Social2461
Services Occupations
1.1 1658
2771.2
1.1
11.3
100
1.2
942.1
*
1.5
5.7
Community and Social Services Occupations
1.1
277
1.1
11.32461 100
94 *
1.5
5.7 1658
127
116 *
7.0
182
Legal Occupations
0.7
1330.6
0.5
8.9*
79
0.6
660.4
*
1.0
7.3
Legal Occupations
1494
0.7
133
0.5
8.91494 79
905
66
1.0
7.3 905
163
21 *
2.3
61
Education Training and8331
Library Occupations
3.6 6293
9254.4
3.6
11.1
98
4.4
3404.1
5.4
5.4
Education Training and Library Occupations
3.6
925
3.6
11.18331 98
340
5.4
5.4 6293
121
224 *
3.6
93
Arts Design Entertainment
Media
1.4 2220
3601.6
1.4
10.8*
96
1.6
1190.8
*
1.9
5.4
Arts Design Entertainment Sports and Media
3328Sports and1.4
360
1.4
10.83328 96
119
1.9
5.4 2220
120
42 *
49
Healthcare Practitioner7236
and Technical3.1
3.1 5477
8853.9
3.4
12.2
108
3.9
2334.0
3.7
4.3
Healthcare Practitioner and Technical
885
3.4
12.27236 108
233
3.7
4.3 547795
217 *
4.0
103
Healthcare Support Occupations
1.2 2056
3711.5
1.4
13.7
121
1.5
882.1
*
1.4
4.3
Healthcare Support Occupations
2716
1.2
371
1.4
13.72716 121
88 *
1.4
4.3 205696
115 *
5.6
146
Protective Service Occupations
1.0 1057
2440.7
0.9
10.5
93
0.7
471.1
*
0.7
4.5
Protective Service Occupations
2326
1.0
244
0.9
10.52326 93
47 *
0.7
4.5 1057
100
62 *
5.9
153
Food Preparation Serving
3.1 4419
10083.1
3.9
13.9*
123
3.1
1443.3
*
2.3
3.3
Food Preparation Serving Related Occupations
7235Related Occupations
3.1
1008
3.9
13.97235 123
144
2.3
3.3 441973
177 *
4.0
104
Building and Grounds 4812
Cleaning and Maintenance
2.1 2938
5152.1
2.0
10.7
95
2.1
652.4
*
1.0
2.2
Building and Grounds Cleaning and Maintenance
2.1
515
2.0
10.74812 95
65 *
1.0
2.2 293850
131 *
4.5
116
Personal Care and Service
2.1 3617
6052.6
2.3
12.6*
111
2.6
1422.7
*
2.2
3.9
Personal Care and Service Occupations
4805 Occupations
2.1
605
2.3
12.64805 111
142
2.2
3.9 361788
148 *
4.1
107
Sales and related occupations
16532 110
7.2 9174
20606.5
7.9
12.5
110
6.5
4978.6
7.8
5.4
Sales and related occupations
16532
7.2
2060
7.9
12.5
497
7.8
5.4 9174
121
467
5.1
133
Office and Administrative
Support Occupations
15968 120
6.9 11616
21688.2
8.3
13.6
120
8.2
6566.9
10.4
5.7
Office and Administrative Support Occupations
15968
6.9
2168
8.3
13.6
656
10.4
5.7 11616
127
376
3.2
84
Farming Fishing and Forestry
0.4
710.2
*
0.3
8.7*
77
0.2
330.0
*
0.5
10.5
Farming Fishing and Forestry Occupations
818 Occupations
0.4
71 *
0.3
8.7 818 77
313
33
0.5
10.5 313
236
1*
0.3
8
Construction and Extraction
2.7 2369
7171.7
2.8
11.7
103
1.7
721.1
*
1.1
3.0
Construction and Extraction Occupations
6150 Occupations
2.7
717
2.8
11.76150 103
72 *
1.1
3.0 236968
61 *
2.6
67
Installation Maintenance
and Repair Occupations
2.6 2130
6391.5
2.5
10.7
95
1.5
561.4
*
0.9
2.6
Installation Maintenance and Repair Occupations
5951
2.6
639
2.5
10.75951 95
56 *
0.9
2.6 213059
76 *
3.6
93
Production Occupations
4.0 4376
11643.1
4.5
12.7*
112
3.1
1282.4
*
2.0
2.9
Production Occupations
9195
4.0
1164
4.5
12.79195 112
128
2.0
2.9 437666
133 *
3.0
79
Transportation and Material
3.8 3901
10082.8
3.9
11.5
102
2.8
911.6
*
1.4
2.3
Transportation and Material Moving Occupations
8750 Moving Occupations
3.8
1008
3.9
11.58750 102
91 *
1.4
2.3 390152
86 *
2.2
57
Military Specific Occupations
0.3
880.2
*
0.3
12.1
107
0.2
170.0
*
0.3
5.4
Military Specific Occupations
729
0.3
88 *
0.3
12.1 729 107
314
17 *
0.3
5.4 314
121
1*
8
HHI <$10000
11818 116
5.1 9486
15486.7
5.9
13.1
116
6.7
4279.9
6.7
4.5
HHI <$10000
11818
5.1
1548
5.9
13.1
427
6.7
4.5 9486
101
540
5.7
148
HHI $10000-$19999 20097
20097 90
8.7 15323
2039
7.8
10.2
90
10.8
402
6.3
2.6
HHI $10000-$19999
8.7
2039
7.8
10.2
10.8
402
6.3
2.6 1532359
745
13.7
4.9
127
HHI $20000-$29999 22989
22989 98
10.0 15510
2546
9.8
11.1
98
10.9
554
8.7
3.6
HHI $20000-$29999
10.0
2546
9.8
11.1
10.9
554
8.7
3.6 1551080
733
13.5
4.7
123
HHI $30000-$39999 22348
22348 94
9.7 14276
2377
9.1
10.6
94
10.1
5239.2
8.3
3.7
HHI $30000-$39999
9.7
2377
9.1
10.6
10.1
523
8.3
3.7 1427682
501
3.5
92
HHI $40000-$49999 20203
20203 93
8.8 12143
21318.6
8.2
10.6
93
8.6
3587.6
5.7
3.0
HHI $40000-$49999
8.8
2131
8.2
10.6
358
5.7
3.0 1214366
411
3.4
88
HHI $50000-$74999 43987
43987 103
19.1 25810
5133
19.7 1261
11.7
103
18.2
1261
19.9
4.9
HHI $50000-$74999
19.1
5133
19.7
11.7
18.2
19.9
4.9 25810
109
835
15.3
3.2
84
HHI $75000-$99999 31027
31027 104
13.5 18086
3663
14.1
11.8
104
12.7
833
13.2
4.6
HHI $75000-$99999
13.5
3663
14.1
11.8
12.7
833
13.2
4.6 18086
103
565
10.4
3.1
81
HHI $100000+
57906 101
25.1 31319
6606
25.4 1979
11.4
101
22.1 1114
1979
31.2
6.3
HHI $100000+
57906
25.1
6606
25.4
11.4
22.1
31.2
6.3 31319
142
20.5
3.6
93
Median HHI (Dollars)59376
59376 104
104
53749
Median HHI (Dollars)
61247
53749 61247
66484
124
43727 66484
81
SINGLE
61704 132
26.8 33703
9216
35.4 1360
14.9
132
23.7 1481
1360
21.5
4.0
SINGLE
61704
26.8
9216
35.4
14.9
23.7
21.5
4.0 3370390
27.2
4.4
115
MARRIED
124920 92
54.2 71557 13033
50.0 3385
10.4
92
50.4 2786
3385
53.4
4.7
MARRIED
124920
54.2
13033
50.0
10.4
50.4
53.4
4.7 71557
106
51.2
3.9
102
WIDOWED/DIVORCED/
SEPARATED
43750 77
19.0 36694
3794
14.6 1592
8.7
77
25.9 1178
1592
25.1
4.3
WIDOWED/DIVORCED/ SEPARATED
43750
19.0
3794
14.6
8.7
25.9
25.1
4.3 3669497
21.6
3.2
84
PARENTS
74441 125
32.3 46114 10484
40.3 2049
14.1
125
32.5 2126
2049
32.3
4.4
PARENTS
74441
32.3
10484
40.3
14.1
32.5
32.3
4.4 46114
100
39.1
4.6
120
NO CHILD IN HH 137581
137581 85
59.7 90361 13224
50.8 4067
9.6
85
63.7 3054
4067
64.2
4.5
NO CHILD IN HH
59.7
13224
50.8
9.6
63.7
64.2
4.5 90361
101
56.1
3.4
88
1 CHILD IN HH
38924 120
16.9 21537
5300
20.4
13.6
120
15.2
962
15.2
4.5
1 CHILD IN HH
38924
16.9
5300
20.4
13.6
15.2
962
15.2
4.5 21537
100
979
18.0
4.6
119
2 CHILDREN IN HH 32339
32339 122
14.0 18056
4445
17.1
13.8
122
12.7
795
12.6
4.4
2 CHILDREN IN HH
14.0
4445
17.1
13.8
12.7
795
12.6
4.4 1805699
860
15.8
4.8
124
14381 122
6.2 8267
19895.8
7.6
13.8
122
5.8
3095.9
4.9
3.7
3 CHILDREN IN HH
6.2
1989
7.6
13.8
309
4.9
3.7 826784
322
3.9
102
2.1 2587
8201.8
3.2
17.0*
151
1.8
1491.6
*
2.4
5.8
4 CHILDREN IN HH
2.1
820
3.2
17.04819 151
149
2.4
5.8 2587
129
87 *
3.4
88
5-7 CHILDREN IN HH2170
0.9 1103
2530.8
*
1.0
11.7
103
0.8
542.6
*
0.9
4.9
5-7 CHILDREN IN HH
0.9
253 *
1.0
11.72170 103
54 *
0.9
4.9 1103
110
142 *
12.9
336
8+ CHILDREN IN HH 161 *
0.1
120.0
*
0.1
7.5
66
42 *0
0.0
00.0
*
0.0
0.0
8+ CHILDREN IN HH
0.1
12 *
0.1
7.5 161 *66
42 *
0*
0.0
0.0
0*
0
ANY CHILD IN HOUSEHOLD
92793 122
40.3 51592 12819
49.2 2269
13.8
122
36.3 2390
2269
35.8
4.4
ANY CHILD IN HOUSEHOLD
92793
40.3
12819
49.2
13.8
36.3
35.8
4.4 5159299
43.9
4.6
121
CHILDREN UNDER 217280
YEARS
17280 131
7.5 9571
25646.7
9.9
14.8
131
6.7
3057.5
4.8
3.2
CHILDREN UNDER 2 YEARS
7.5
2564
9.9
14.8
305
4.8
3.2 957171
408
4.3
111
Total
Sample
Total 18756
Principal Shoppers
CHILDREN 2-5 YEARS
33265
14.4
4662
17.9
14.0
124
13.2
638
10.1
3.4
CHILDREN 2-5 YEARS
33265
14.4
4662
17.9
14.0
124
13.2
638
10.1
3.4 18756
76 Shoppers
910
16.7
4.9
127
Total
Sample
Total
Principal
Total
Adults
Enrobed
Cookie
Bars
Total
Pepperidge
Farm
Fudge
Cookies
CHILDREN 6-11 YEARS
42413
18.4 24199
5766
13.6
120
17.1 1181
1032
4.3
CHILDREN 6-11 YEARS
42413
18.4
5766
22.1
13.6
120
17.1
16.3
4.3 2419996
21.7Farm16.3
4.9
127
Total
Adults
Enrobed
Cookie 22.1
Bars 1032
Total
Pepperidge
(000)
Vert%
(000)
Vert%
Index
(000)
Vert%
(000)
Vert%
Horz%
Index
(000)
Vert%
Horz%
Index
CHILDREN 12-17 YEARS
45225
19.6
6286
24.1
13.9
123
24135
17.0
1268
20.0
5.3
CHILDREN 12-17 YEARS
45225
19.6
6286
24.1 Horz%
13.9
123
24135
17.0
1268
20.0
5.3
118
1053
19.3
4.4
114
(000)
Vert%
(000)
Vert% Horz% Index
(000)
Vert%
(000)
Vert% Horz%
RACE-WHITE
175229
76.1
18893
72.6
10.8
76.9
80.5
4.7109141
105
71.5
3.6
93
RACE-WHITE
175229 95
76.1109141 18893
72.6 5103
10.8
95
76.9 3890
5103
80.5
4.7
RACE-BLACK
11.7
3600
13.8
13.326993118
12.1
11.1
4.1 1720592
937
17.2
5.5
142
RACE-BLACK
11.7 17205
3600
13.8
13.3
118
12.1
11.1
4.1
(c) 201226993
GfK Mediamark
Research
Page 1 704
of
2
(c) 2012 GfK Mediamark Research
Page 1704
of
2
RACE-ASIAN
7320
3.2
930
3.6
12.7 7320112
2.9
164
2.6
4.0 413389
113 *
2.1
2.7
71
RACE-ASIAN
3.2 4133
930
3.6
12.7
112
2.9
164
2.6
4.0
RACE-OTHER
21904
9.5
2693
10.3
12.321904109
8.5
345
5.5
2.9 1209764
512
9.4
4.2
110
RACE-OTHER
9.5 12097
2693
10.3
12.3
109
8.5
345
5.5
2.9
HISPANIC ORIGIN/ DESCENT
32152
14.0
3733
14.3
11.6
103
17721
12.5
583
9.2
3.3
74
711
13.1
4.0
105
HISPANIC ORIGIN/ DESCENT
32152
14.0
3733
14.3
11.6
103
17721
12.5
583
9.2
3.3
OWN HOME
158745
68.9
16809
64.5
10.6
65.1
70.3
4.8 92340
108
57.5
3.4
88
OWN HOME
158745 94
68.9 92340 16809
64.5 4452
10.6
94
65.1 3129
4452
70.3
4.8
RENT HOME
69564
30.2
8980
34.5
12.969564114
33.9
28.9
3.8 4804685
41.9
4.7
124
RENT HOME
30.2 48046
8980
34.5 1830
12.9
114
33.9 2279
1830
28.9
3.8
LIVE RENT FREE
0.9
255
1.0
12.3 2066109
1.1
54 *
0.9
3.4 156877
36 *
0.7*
2.3
60
LIVE RENT FREE 2066
0.9 1568
255
1.0
12.3
109
1.1
54
0.9
3.4
PACIFIC- MKTG REGN
46108
20.0
4945
19.0
10.746108 95
19.7
20.1
4.6 27928
102
897
16.5
3.2
84
PACIFIC- MKTG REGN
20.0 27928
4945
19.0 1273
10.7
95
19.7
1273
20.1
4.6
SOUTH WEST
27739
12.0
3163
12.2
11.4
101
16975
12.0
671
10.6
4.0
89
707
13.0
4.2
109
SOUTH WEST
27739
12.0
3163
12.2
11.4
101
16975
12.0
671
10.6
4.0
SOUTH EAST
47380
20.6
5141
19.7
10.947380 96
20.7
19.0
4.1 2931992
20.7
3.9
100
SOUTH EAST
20.6 29319
5141
19.7 1204
10.9
96
20.7 1128
1204
19.0
4.1
WEST CENTRAL
14.9
3949
15.2
11.534230102
15.4
799
12.6
3.7 2185082
881
16.2
4.0
105
WEST CENTRAL 34230
14.9 21850
3949
15.2
11.5
102
15.4
799
12.6
3.7
EAST CENTRAL
12.3
3195
12.3
11.328301100
12.1
488
7.7
2.8 1718464
593
10.9
3.5
90
EAST CENTRAL 28301
12.3 17184
3195
12.3
11.3
100
12.1
488
7.7
2.8
MIDDLE ATLANTIC
15.5
4297
16.5
12.135611107
15.4
22.5
6.5 21785
147
901
16.6
4.1
108
MIDDLE ATLANTIC 35611
15.5 21785
4297
16.5 1425
12.1
107
15.4
1425
22.5
6.5
NEW ENGLAND
11005
4.8
1353
5.2
12.3
109
6914
4.9
476
7.5
6.9
154
337
6.2
4.9
127
NEW ENGLAND
11005
4.8
1353
5.2
12.3
109
6914
4.9
476
7.5
6.9
COUNTY A
94997
41.2
10997
42.2
11.694997102
40.9
50.4
5.5 58084
123
40.6
3.8
99
COUNTY A
41.2 58084 10997
42.2 3194
11.6
102
40.9 2208
3194
50.4
5.5
COUNTY B
70160
30.5
7707
29.6
11.070160 97
30.5
29.1
4.3 4326696
27.2
3.4
89
COUNTY B
30.5 43266
7707
29.6 1845
11.0
97
30.5 1479
1845
29.1
4.3
COUNTY C
33516
14.6
3955
15.2
11.833516104
14.6
754
11.9
3.6 2077081
18.4
4.8
126
COUNTY C
14.6 20770
3955
15.2
11.8
104
14.6 1000
754
11.9
3.6
COUNTY D
31701
13.8
3384
13.0
10.7
94
19834
14.0
544
8.6
2.7
61
757
13.9
3.8
100
COUNTY D
31701
13.8
3384
13.0
10.7
94
19834
14.0
544
8.6
2.7
* Projections relatively unstable use with caution.
Primary Audience
Secondary Audience
Chocolate Covered Cookies
Heavy Cookies
Index (000)
(000)
Vert% Horz%
Vert% Horz%
Index
100 24027
6220
4.4
100.0 100.0
16.9
100
84 6709
1579
25.4
3.6
27.9
15.1
89
108 17318
4641
74.6
4.8
72.1
17.8
105
103 8521
2253
36.2
4.2
35.5
16.0
95
86 5778
1645
26.5
4.0
24.1
14.0
83
96 6322
1620
26.1
4.1
26.3
15.8
94
97 7949
1760
28.3
4.1
33.1
18.4
109
149 3979
1196
19.2
6.8
16.6
22.5
133
149 1683
6757.0
10.9
6.0
15.0
88
102 3739
1099
17.7
4.3
15.6
14.6
86
109 4840
1161
18.7
4.4
20.1
18.5
109
102 5474
1163
18.7
4.0
22.8
18.9
112
99 3990
1081
17.4
4.6
16.6
16.8
99
67 4300
1040
16.7
4.0
17.9
16.4
97
94
47
48
100
94 12428
3134
50.4
3.9
51.7
15.3
91
89 9703
2220
35.7
3.5
40.4
15.3
90
110 2725
914
14.7
5.2
11.3
15.5
92
109 11599
3086
49.6
5.1
48.3
19.1
113
97 2842
853
13.7
4.2
11.8
13.8
82
66 1610
3366.7
5.4
2.8
13.2
78
106 3268
899
14.5
4.3
13.6
15.7
93
75
1933.1
*
3.1
4.0
745
15.5
91
98 3962
853
13.7
3.8
16.5
17.5
103
65 1183
2394.9
3.8
2.8
13.6
80
66
971.8
*
1.6
2.8
428
12.2
72
97
981.2
*
1.6
4.8
284
13.8
82
75
450.5
*
0.7
4.2
114 *
10.5
62
109
150.4
*
0.2
1.7
106 *
11.9
70
182
1010.9
*
1.6
6.1
223 *
13.5
79
61
120.4
*
0.2
1.3
96 *
10.6
63
93 1012
3024.2
4.9
4.8
16.1
95
49
661.0
*
1.1
3.0
241
10.9
64
103
2153.2
*
3.5
3.9
767
14.0
83
146
691.4
*
1.1
3.4
336
16.3
97
153
310.7
*
0.5
2.9
178
16.8
99
104
1342.9
*
2.2
3.0
687
15.6
92
116
1152.2
*
1.9
3.9
518
17.6
104
107
1562.6
*
2.5
4.3
622
17.2
102
133 1434
4276.0
6.9
4.7
15.6
92
84 1834
4717.6
7.6
4.1
15.8
93
8
10.2
*
0.0
0.3
50 *
16.0
94
67
1001.5
*
1.6
4.2
355
15.0
89
93
911.4
*
1.5
4.3
340
16.0
94
79
1663.4
*
2.7
3.8
821
18.8
111
57
1743.2
*
2.8
4.5
765
19.6
116
8
70.2
*
0.1
2.2
36 *
11.5
68
148 1853
4577.7
7.4
4.8
19.5
115
127 2693
776
12.5
5.1
11.2
17.6
104
123 2837
945
15.2
6.1
11.8
18.3
108
92 2404
544
8.8
3.8
10.0
16.8
99
88 2068
4778.6
7.7
3.9
17.0
101
84 4434
1219
19.6
4.7
18.5
17.2
101
81 2872
691
11.1
3.8
12.0
15.9
94
93 4867
1112
17.9
3.6
20.3
15.5
92
81 50818 47719
95
115 4907
1453
23.4
4.3
20.4
14.6
86
102 13316
3230
51.9
4.5
55.4
18.6
110
84 5804
1537
24.7
4.2
24.2
15.8
93
120 9698
2568
41.3
5.6
40.4
21.0
124
88 13007
3354
53.9
3.7
54.1
14.4
85
119 4140
946
15.2
4.4
17.2
19.2
114
124 3923
987
15.9
5.5
16.3
21.7
128
102 1842
5827.7
9.4
7.0
22.3
132
88
2343.2
*
3.8
9.1
757
29.3
173
336
1161.5
*
1.9
10.5
350
31.7
187
0
00.0
*
0.0
0.0
10 *
23.8
141
121 11020
2866
46.1
5.6
45.9
21.4
126
111 1856
6937.7
11.1
7.2
19.4
115
127 3677
1150
18.5
6.1
15.3
19.6
116
Heavy
Cookies
127 5528
1450
23.3
6.0
23.0
22.8Cookies
135
Chocolate
Covered
(000)
Vert%
Horz%
Index
114
1368
22.0
5.7
5781
24.1
24.0
142
Index
(000)
Vert% Horz%
72.4
15.9
94
93 17393
4705
75.6
4.3
14.6
20.4
121
142 3516
683
11.0
4.0
463
1.9*
11.2
66
71
108
1.7
2.6
11.6
23.0
136
110 2784
729
11.7
6.0
3767
15.7
21.3
126
105
1067
17.2
6.0
65.0
16.9
100
88 15610
3770
60.6
4.1
34.0
17.0
100
124 8165
2375
38.2
4.9
253
1.1*
16.1
95
60
75
1.2
4.8
3739
15.6
13.4
79
84
1179
19.0
4.2
2809
11.7
16.6
98
109
729
11.7
4.3
21.3
17.4
103
100 5107
1264
20.3
4.3
14.0
15.4
91
105 3373
921
14.8
4.2
12.4
17.3
102
90 2977
706
11.4
4.1
4682
19.5
21.5
127
108
1088
17.5
5.0
5.6
19.4
115
127 1341
333
5.4
4.8
42.6
17.6
104
99 10231
2569
41.3
4.4
29.2
16.2
96
89 7023
2066
33.2
4.8
14.1
16.4
97
126 3396
904
14.5
4.4
3377
14.1
17.0
101
100
680
10.9
3.4
Index
100
81
109
97
91
93
93
155
137
98
101
92
104
91
98
88
80
119
116
95
63
99
92
86
63
63
109
95
39
139
30
110
68
90
77
67
69
89
98
106
93
7
96
98
87
102
51
110
116
139
87
90
108
87
81
89
98
103
96
127
85
100
125
161
206
240
0
127
165
140
137
129
Index
98
91
60
138
137
93
113
109
96
98
98
96
94
114
110
101
109
99
78
Heavy Cookies
(000)
Vert% Horz%
24027
100.0
16.9
6709
27.9
15.1
17318
72.1
17.8
8521
35.5
16.0
5778
24.1
14.0
6322
26.3
15.8
7949
33.1
18.4
3979
16.6
22.5
1683
7.0
15.0
3739
15.6
14.6
4840
20.1
18.5
5474
22.8
18.9
3990
16.6
16.8
4300
17.9
16.4
48
12428
51.7
15.3
9703
40.4
15.3
2725
11.3
15.5
11599
48.3
19.1
2842
11.8
13.8
1610
6.7
13.2
3268
13.6
15.7
745
3.1
15.5
3962
16.5
17.5
1183
4.9
13.6
428
1.8
12.2
284
1.2
13.8
114 *
0.5
10.5
106 *
0.4
11.9
223 *
0.9
13.5
96 *
0.4
10.6
1012
4.2
16.1
241
1.0
10.9
767
3.2
14.0
336
1.4
16.3
178
0.7
16.8
687
2.9
15.6
518
2.2
17.6
622
2.6
17.2
1434
6.0
15.6
1834
7.6
15.8
50 *
0.2
16.0
355
1.5
15.0
340
1.4
16.0
821
3.4
18.8
765
3.2
19.6
36 *
0.2
11.5
1853
7.7
19.5
2693
11.2
17.6
2837
11.8
18.3
2404
10.0
16.8
2068
8.6
17.0
4434
18.5
17.2
2872
12.0
15.9
4867
20.3
15.5
50818
4907
20.4
14.6
13316
55.4
18.6
5804
24.2
15.8
9698
40.4
21.0
13007
54.1
14.4
4140
17.2
19.2
3923
16.3
21.7
1842
7.7
22.3
757
3.2
29.3
350
1.5
31.7
10 *
0.0
23.8
11020
45.9
21.4
1856
7.7
19.4
3677
15.3
19.6
22.8
Heavy5528
Cookies 23.0
5781
24.1
24.0
(000)
Vert% Horz%
17393
72.4
15.9
3516
14.6
20.4
463
1.9
11.2
2784
11.6
23.0
3767
15.7
21.3
15610
65.0
16.9
8165
34.0
17.0
253
1.1
16.1
3739
15.6
13.4
2809
11.7
16.6
5107
21.3
17.4
3373
14.0
15.4
2977
12.4
17.3
4682
19.5
21.5
1341
5.6
19.4
10231
42.6
17.6
7023
29.2
16.2
3396
14.1
16.4
3377
14.1
17.0
Index
100
89
105
95
83
94
109
133
88
86
109
112
99
97
100
91
90
92
113
82
78
93
91
103
80
72
82
62
70
79
63
95
64
83
97
99
92
104
102
92
93
94
89
94
111
116
68
115
104
108
99
101
101
94
92
95
86
110
93
124
85
114
128
132
173
187
141
126
115
116
135
142
Index
94
121
66
136
126
100
100
95
79
98
103
91
102
127
115
104
96
97
101
* Projections relatively unstable use with caution.
Source: 2012 GfK MRI Doublebase
Source: 2012 GfK MRI Doublebase
Weighted by: Population
Weighted by: Population
c) 2012 GfK Mediamark Research&Intelligence LLC All c)
Rts2012
Rsv GfK Mediamark Research&Intelligence LLC All Rts Rsv
Color Ledgend:
Fudge
Cookies
Chocolate
Covered
Cookies
Index (000)
(000)
Vert% Horz%
Vert% Horz%
Index
100 6220
5444
3.8
100.0 100.0
4.4
100
72 1579
1427
26.2
3.2
25.4
3.6
81
113 4641
4017
73.8
4.1
74.6
4.8
109
118 2253
2093
38.5
3.9
36.2
4.2
97
137 1645
1355
24.9
3.3
26.5
4.0
91
97 1620
1476
27.1
3.7
26.1
4.1
93
80 1760
1600
29.4
3.7
28.3
4.1
93
70 1196
1012
18.6
5.7
19.2
6.8
155
95
643
11.8
5.7
675
10.9
6.0
137
83 1099
997
18.3
3.9
17.7
4.3
98
88 1161
1095
20.1
4.2
18.7
4.4
101
125 1163
1129
20.7
3.9
18.7
4.0
92
108 1081
902
16.6
3.8
17.4
4.6
104
97 1040
678
12.5
2.6
16.7
4.0
91
104
45
47
98
102 3134
2908
53.4
3.6
50.4
3.9
88
98 2220
2168
39.8
3.4
35.7
3.5
80
118
740
13.6
4.2
914
14.7
5.2
119
97 3086
2536
46.6
4.2
49.6
5.1
116
114
764
14.0
3.7
853
13.7
4.2
95
113
3075.4
5.6
2.5
336
2.8
63
124
843
15.5
4.1
899
14.5
4.3
99
75
1393.1
*
2.6
2.9
193 *
4.0
92
71
854
15.7
3.8
853
13.7
3.8
86
114
2183.8
4.0
2.5
239
2.8
63
109
891.6
*
1.6
2.5
97 *
2.8
63
81
761.6
*
1.4
3.7
98 *
4.8
109
128
310.7
*
0.6
2.9
45 *
4.2
95
139
370.2
*
0.7
4.2
15 *
1.7
39
127
1161.6
*
2.1
7.0
101 *
6.1
139
163
210.2
*
0.4
2.3
12 *
1.3
30
121
2244.9
*
4.1
3.6
302
4.8
110
120
421.1
*
0.8
1.9
66 *
3.0
68
95
2173.5
*
4.0
4.0
215 *
3.9
90
96
1151.1
*
2.1
5.6
69 *
3.4
77
100
620.5
*
1.1
5.9
31 *
2.9
67
73
1772.2
*
3.3
4.0
134 *
3.0
69
50
1311.9
*
2.4
4.5
115 *
3.9
89
88
1482.5
*
2.7
4.1
156 *
4.3
98
121
4676.9
8.6
5.1
427
4.7
106
127
3767.6
6.9
3.2
471
4.1
93
236
10.0
*
0.0
0.3
1*
0.3
7
68
611.6
*
1.1
2.6
100 *
4.2
96
59
761.5
*
1.4
3.6
91 *
4.3
98
66
1332.7
*
2.4
3.0
166 *
3.8
87
52
862.8
*
1.6
2.2
174 *
4.5
102
121
10.1
*
0.0
0.3
7*
2.2
51
101
5407.4
9.9
5.7
457
4.8
110
59
745
13.7
4.9
776
12.5
5.1
116
80
733
13.5
4.7
945
15.2
6.1
139
82
5018.8
9.2
3.5
544
3.8
87
66
4117.7
7.6
3.4
477
3.9
90
109 1219
835
15.3
3.2
19.6
4.7
108
103
565
10.4
3.1
691
11.1
3.8
87
142 1112
1114
20.5
3.6
17.9
3.6
81
124 47719 43727
89
90 1453
1481
27.2
4.4
23.4
4.3
98
106 3230
2786
51.2
3.9
51.9
4.5
103
97 1537
1178
21.6
3.2
24.7
4.2
96
100 2568
2126
39.1
4.6
41.3
5.6
127
101 3354
3054
56.1
3.4
53.9
3.7
85
100
979
18.0
4.6
946
15.2
4.4
100
99
860
15.8
4.8
987
15.9
5.5
125
84
3229.4
5.9
3.9
582
7.0
161
129
873.8
*
1.6
3.4
234 *
9.1
206
110
1421.9
*
2.6
12.9
116 *
10.5
240
0
00.0
*
0.0
0.0
0*
0
99 2866
2390
43.9
4.6
46.1
5.6
127
71
408
7.5
4.3
693
11.1
7.2
165
76 1150
910
16.7
4.9
18.5
6.1
140
Chocolate
Covered
Cookies
96 1450
21.7
4.9
23.3
6.0
137
Fudge1181
Cookies
(000)
Vert%
Horz%
Index
118
1053
19.3
4.4
1368
22.0
5.7
129
Index
(000)
Vert% Horz%
75.6
4.3
98
105 4705
3890
71.5
3.6
683
11.0
4.0
91
92
937
17.2
5.5
108 *
1.7*
2.6
60
89
113
2.1
2.7
729
11.7
6.0
138
64
512
9.4
4.2
1067
17.2
6.0
137
74
711
13.1
4.0
60.6
4.1
93
108 3770
3129
57.5
3.4
38.2
4.9
113
85 2375
2279
41.9
4.7
75 *
1.2*
4.8
109
77
36
0.7
2.3
19.0
4.2
96
102 1179
897
16.5
3.2
729
11.7
4.3
98
89
707
13.0
4.2
20.3
4.3
98
92 1264
1128
20.7
3.9
921
14.8
4.2
96
82
881
16.2
4.0
706
11.4
4.1
94
64
593
10.9
3.5
1088
17.5
5.0
114
147
901
16.6
4.1
333
5.4
4.8
110
154
337
6.2
4.9
41.3
4.4
101
123 2569
2208
40.6
3.8
33.2
4.8
109
96 2066
1479
27.2
3.4
904
14.5
4.4
99
81
1000
18.4
4.8
680
10.9
3.4
78
61
757
13.9
3.8
Color Ledgend:
Primary Audience
Secondary Audience
21
Bibliography
1. “EuroMonitor.” Statistics. N.p.. Web. 25 Mar 2013. <http://www.portal.euromonitor.
com.byui.idm.oclc.org/Portal/Pages/Statistics/Statistics.aspx >.
2. “University Campuses by Enrollment.” Wikipedia. Wikipedia. Web. 26 Mar 2013.
<http://en.wikipedia.org/wiki/List_of_United_States_university_campuses_by_enrollment >.
3. “Australian Biscuit Industry Report.” Alex’s Home. N.p., n.d. Web. 26 Mar 2013. <http://
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Tim Tam Media Plan - Ashley Malan Portfolio

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