Tim Tam Media Plan

Company Background:
Pepperidge Farms was created in 1947 by Margaret Rudkin. She started with a passion for baking. In 1950, Rudkin traveled to Europe,
where she discovered delightful chocolates. She brought them back to the US, and baked them into her cookies. They became vastly
popular. Today, Pepperidge Farms has expanded internationally. The company includes many other pastries, cracker, and even Goldfish.
In 1961, Pepperidge Farms became a part of the Campbell’s Soup Company’s global baking and snack division.
Sales:
In 2001, Pepperidge Farms surpassed $1 billion in sales. It is currently ranked in the top two percent of brands worldwide for
brand equity. Pepperidge Farm currently has annual sales of $1.3 billion.
Promotional Themes: Maggie Rudkin
Titus Moody -- “The Old Timer”
“Treasure was meant to be discovered.”
“Satisfaction is just one bite away.”
Promotions Budget: $15 million
- TimTams were originally manufactured in Australia. There is a very good internal distribution within the country. Since it’s creation in 1865,
Australia kept the TimTam a hidden secret gem from the rest of the world.
- TimTams were later distributed in British Columbia, Vancouver and Western Canada. Loblaws Companies soon took in the TimTam. The
Loblaws Companies decided to distribute this biscuit in its Canadian superstore, Zehrs. This superstore sold the Original and Caramel
flavored TimTam. Some of those locations were in British Columbia, Alberta, Manitoba, Saskatchewan, Ontario, Quebec, New Brunswick
and Nova Scotia.
- Pepperidge Farm introduced the TimTam to the American public in 2008, however, the biscuits were distributed exclusively in Target
stores. They were distributed nationwide. In 2009, TimTams were only made available between October and March in certain stores.
TimTams are available in other places around the world, like Hong Kong and Indonesia, as well.
When are Tim Tam’s sold?
Jan.
Feb.
= Sold
= Not Sold
March
April
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Oreo Cookies are the long standing
leader in the market.
Resemble the Tim Tam as a fun and
exciting take on a traditional cookie.
Nutty Bars resemble the Tim Tam
closely and are similar in make up.
Strengths
Advertising and Public Awareness
The seasonality of the product
makes them desirable.
This brand has is its history. Everyone
remembers eating a Nutty Bar.
Weaknesses
Somewhat bland. Customer coulld
be looking for a change.
The seasonality of the product
makes them allusive to the buyer.
Their brand is not well promoted in
the public.
Rationale
Analysis of the Cookie Category:
Overall, the cookie market is strong in the United States. However, the public is becoming more concerned with the health aspect of
foods and this is negatively affecting the cookie market.
As of May 15, 2011, the cookie industry sold $4,162,459,000 in product.
Pepperidge Farms, producer of the Tim Tam in the U.S., placed fourth in the top ten brands of cookie, selling 92,134,430 units and
grossing $283,092,400.
Primary Target Market:
- Our primary market for Tim Tams in the United States is MEN and WOMEN, ages 15-28. These people identify as middle
to high class and are of all races. They enjoy indulging in high-end snacks when they are looking for a sweet treat.
- These consumers are also the ones who do the supermarket purchasing. From our case study we know that those who make it to
the cookie isle are 27% more likely to try something new. The Tim Tam consumer likes to try new things and is also very influenced
by their peers’ opinions.
Secondary Target Market:
- Our secondary target market consists of bloggers, journalists and those that consider themselves to be ‘foodies.’ These are the
people who have a big following base and feel that they are influential in the food department. These people are all about the
concept of viral public relations and enjoy sharing their opinions of foods they come across.
- This consumer is either male or female at any age, and some may not be clearly defined. They are of all races and live all over
the United States. They may have actually been born and raised in a different country and feel as if their influence is different
based upon their background.
$1 Million
Digital
Promotions/Events
$5 Million
OOH
$5 Million
Radio
Magazine
$5 Million
Television
$1.5 Million
$0.5 Million
1. Target Market
Objective: To deliver a target audience of men and women, ages 15 to 28 with an emphasis on those with higher income and
upscale tastes.
Strategy: Utilize and purchase a wide variety of media to effectively reach our target audience with the necissary frequency for a
successful campaign.
2. Seasonality
Objective: Reach Tim Tam consumers throughout the year with an emphasis on holidays.
Strategy: Historical sales patterns for cookies revolve heavily around the holidays. Some holidays that have high
cookie consumption are Halloween, Christmas and Easter. Advertising will be heavied up in the months before
October because Tim Tams are only sold between October and March of every year. September is the ideal
month to heavy up advertising for the Tim Tam, then heavy advertising revolving around the big cookie holidays.
3. Geographic Consideration
Objective: Directly target areas where target audience may reside.
Strategy: According to CNBC.com, the youngest cities in the United States are Minneapolis, Nashville, Denver,
New York City, Boston, Portland, Salt Lake City, Seattle, San Francisco and Austin. It is in these 10 metropolitan
markets that Tim Tams will need to focus their attention in preparation for successful penetration into the market.
4. Reach and Frequency
Objective: Reach 60% of our target audience while maintaining an average frequency of 5 or more in a four week span. After the
initial launch, we must maintain a constant awareness of our product while also capitalizing on key seasonal times.
Strategy: Blast the public with information during the first month of our campaign to get awareness out. After this, we will focus on
sustaind reach while also attaining a frequency of 5. This is the threshold level of our target audience, so we must capitalize on it.
5. Scheduling
Objective: Scheduling will be used in accordance with seasonality.
Strategy: Tim Tam will use heavy introductory effort within their first year. Heavy up the advertising in September and October with 70%
advertising upfront and use the remaining 30% of the advertising throughout the rest of the sales period. Then, once Tim Tam has been
established by reach, start using a pulsing method throughout the year. Tim Tam should advertise their product throughout the year, but
put a lot of focus on the sales period between October and March, especially around the holidays.
6. Creative Constraints
Objective: Use a mixture of new and traditional media to connect to our consumers.
Strategy: Use a combination of television and magazine to achieve initial reach. After this is achieved, use new media and creative
events and promotions to attract a younger audience of buyers.
7. Budget
Objective: Engage an audience who doesn’t usually interact with traditional media in any meaningful sense.
Strategy: 60% of our $20M budget will go to advertising via new media or IBP. This amount includes the end cap budget.
However, 35% will still go to traditional media, as that vehicle cannot be ignored entirely. 5% will be held for contingencies.
We decided to only use network television for an initial media blast during the first month of our campaign. Through September and the first
week of October, Pepperidge Farms will run creative advertisements promoting their new cookie on ABC’s ratings hit, Modern Family and
on CBS’s How I Met Your Mother. Both shows rank high among our target audience and will aid in getting the TimTam name out around the
country.
Breakdown of Spending:
Total Spending = $3,008,400
Cable Television will be a constant presence throughout our campagin. We used Network TV with the goal of large reach, but we aim to use
cable TV to really target our audience. Advertising on these specific channels, during the primetime hours, we will reach our target audience.
This constant awareness over the course of the six month campaign will greatly benifit the overall success of the TimTam launch. These
commercials will also be supported by magazine advertismnts.
Breakdown of Spending:
Total Spending = $2,043,000
Our ads will be placed into 4 print magazines and 1 online magazine. We chose these 5 magazines not only because of the circulation, but
also because of the audience of which these magazines are targeted toward. These young consumers are looking for a classy treat and our
ads will inform them of our presence. Within the print magazines, full page ads will be creative and persuasive to engage the reader and
capture attention.
Breakdown of Spending:
Total Spending = $4,839,162
Our advertisements will be placed within our top 10 DMAs and top 3 network radio stations of which our target listens to. Spot Radio will
be emphasized in the evenings and on the weekends, especially around Halloween, Christmas and Easter. Ads will highlight our presence
on the market and publicize our promotional events happening in the listener’s city.
Breakdown of Spending:
Total Spending = $420,000
Tim Tam will have rotary billboards dispersed in the top 5 DMAs, starting in September and ending in March. There will also be two big
Spectaculars, one in New York’s Times Square and the other on the Strip in Las Vegas. This special ad will be a giant Tim Tam statue sticking
into the ground diagonally in a vertical manner, with smaller Tim Tams around the city. The smaller statues will lead the curious consumer to the
giant Tim Tam.
Breakdown of Spending:
Total Spending = $1,437,887.50
We will put a lot of our promotions toward end caps. Other promotions will be emphasized on our in-store sampling and event marketing with
our spectacular ads in New York and Las Vegas, which involves more sampling. These spectaculars will be accompanied by promotional
events such as “Tim Tam Slam Station” and “Find the Tim Tam Treasure!” These events will raise curiousity and awareness. We will also pair with
“Chopped,” a Food Network series, for product placement.
Breakdown of Spending:
Total Spending = $5,950,000
Total Spending = $1,025,000
Social Media will be a huge part of our digital advertising due to the fact that the targets are very involved with these technologies
and will interact with the many varieties of looks. Search engines, streaming videos and music will attract the attention of our target
because they love to use these technologies and ads will give off a good vibe when marketed with these sites. Blogs will create innovative recipes that will inspire consumers to buy Tim Tams and incorporate the product into meals.
Total Spending = $804,640
January
February
March
April
May
June
July
August
September
$5,051,400
$804,640
$5,950,000
$1,437,887.50
$420,000
$4,839,171
Television
Promotion/Events
Radio
Digital
OOH
Magazine
October
November
December
Total Spending = $18,503,098.50
$804,640
Digital
Promotions/Events
$4,839,171
OOH
$5,051,400
Radio
Magazine
$5,950,000
Television
Contingency = $1,496,901.50
$1,437,887.50
$420,000