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Bring Keurig to the coffee drinking audience
¡ Increase awareness through a younger target demographic ¡ Promote sales among those already interested with the purchasing power to buy a Keurig, ie: our older demographic. ¡ Introduce Keurig as the category leader while raising awareness about the single cup pod coffee dispenser.
HOW WE’RE DOING IT.
¡ S elect the right media to reach the right people at the right time the most times for the least amount of money.
TABLE OF CONTENTS
¡ Media Objective ¡ Brand Overview ¡ Target Audience ¡ Competitors ¡ Media Research Tools ¡ Planning Strategy ¡ Media Research Tools ¡ Timing
¡ Media Plan ¡ Flowchart ¡ Media Report Card ¡ Media Recommendations ¡ Considered, But Not Recommended ¡ Next Steps
¡ Keurig is a single cup coffee maker company that is content on “brewing excellence one cup at a time.” ¡ Brand mission is simple: “Choose. Brew. Enjoy.” ¡ Coffee should always be served fresh -- just like in a gourmet coffee shop– wherever you are.
¡ The K-Cup is essential to the brand.
§ “Why brew coffee a pot at a time when we drink it a cup at a time?”
¡ Keurig means “excellence” in Dutch. ¡ Partnerships with well known sustainability brands, such as parent company Green Mountain Coffee Roasters, helps boost the brand identity.
¡ Budget aware individuals aged 25-64 who drink upwards of 15 cups of coffee a week. ¡ We have chosen to break up this large, general demographic into two subset groups to better target the individuals inside of target demographic.
TARGET AUDIENCE: MILLENNIALS
¡ Individuals aged 25-34 – Index of 103 ¡ These young adults have limited spending power. ¡ However, they can still buy nice things because of their dependence on their families. ¡ These individuals see conservation as the norm and believe that environmentally-friendly practices should be incorporated into day to day life. ¡ These individuals are defined through technology.
TARGET AUDIENCE: GEN X-ERS
¡ Individuals aged 34-55 – Index of 112/114 ¡ These individuals want to be unique. ¡ Skepticism is large within this demographic. ¡ Tend to be married with high school aged children.
MEET STACY AND MIKE
¡ S t a c y a n d M i k e a r e 2 6 y e a r o l d yo u n g p r o f e s s i o n a l s t h a t r e c e n t l y graduated from Syracuse Graduate School. ¡ T h ey ’ v e b e e n d a t i n g f o r a f e w y e a r s , and are both currently living at home u n t i l t h ey c a n s a v e u p e n o u g h m o n ey to m o v e i n to a n a p a r t m e n t to g e t h e r. ¡ S t a c y w o r k s a t h e r d ay t i m e accounting job during the work week, and waitresses on the weekends for a l i t t l e b i t o f s p e n d i n g m o n ey. ¡ M i k e i s a n A c c o u n t C o o r d i n a to r a t a s m a l l a d v e r t i s i n g a g e n c y, a n d i s c u r r e n t l y s a v i n g to b u y S t a c y t h e T i f f a ny ’ s b r a c e l e t t h a t s h e ’ s s u b t l y a d d e d to h e r A m a z o n O n l i n e Wishlist. ¡ M i k e ’ s j o b o f t e n s e n d s h i m o n d ay t r i p s to s c h m o o z e w i t h p o t e n t i a l clients. He drinks at least 10 cups of c o f f e e a d ay to k e e p h i m s e l f p e r k y.
MORE FRIENDS: LISA AND DON
¡ Lisa and Don are a ver y career oriented couple. Lisa is 40, and Don is 45. ¡ Don has been working at his job in investment banking for the last 20 year s. He loves to travel, and of ten spends his vacation time taking Lisa and the kids of f on fun, unique trips to Europe. ¡ Lisa is a kindergar ten school teacher, and spends a lot of time on her feet chasing around the little munchkins. When she gets home, she’s exhausted, and likes to relax and sur f the web. ¡ Don and Lisa both hate infomercials – they think that if it looks too good to be true, it probably is.
§ Also a single cup coffee brewer. § Has “t-discs” instead of “k-cups” § Serves a variety of different coffee brands, such as Gevalia, Suchard, and Twinings § Can froth and steam milk. § Advertising: TV, newspaper, and online
¡ Mr. Coffee
§ The classic coffee maker. § Lower price point than single cup coffee brewers, and a trusted brand. § Getting outdated, actually teamed up with Keurig to make a cheaper version of its single cup dispensing machine.
¡ Dunkin Donuts
§ Convenience on the go § Low price point § Variety of flavors § Advertising: tv, radio, OOH, online
§ Specially crafted and customizable drinks § High emphasis on quality § Luxurious feel § Higher price point § Word-of-Mouth advertising & partnerships
MEDIA RESEARCH TOOLS
¡ Trends to keep in mind about our demographics:
§ Couples and larger households own and use more beverage making single pod devices and should be featured in ads focusing on ease of use and convenience. § Low penetration of single pod coffee makers suggests ample opportunity for developing the market, especially when drip coffee makers demand replacement.
¡ Campaign would run March through December
§ The media plan for both demographic subsets would start in March.
§ 25-34 group pulsing out for the summer and strongly pulsing back in with the holiday season. § 35-54 remains more constant throughout the duration of the campaign, pulsing strongly in the holiday season.
MEDIA CLOCK | 25-34 SUBSET
After a late dinner, Mike unwinds with Stacey on the couch as he reads the latest Wired and Stacey flips through Brides, giving just a few subtle hints. Mike is already at the airport to fly to a client meeting for the day. As he passes by a Keurig ad spot, he wishes he would have imbibed in a cup of coffee before he set out for the day.
11:00 pm 8:30 pm
6:30 am 12:00 pm
Mike settles in to his seat on the flight home, taking advantage of the free Wi-Fi. By the time he lands, he has caught up on his favorite shows on Hulu.com.
While on his lunch break, Mike grabs a copy of Rolling Stone and an overpriced cup of coffee from the newsstand.
MEDIA CLOCK | 35-54 SUBSET
Before falling asleep for the night, Lisa glances through her copy of Runners World to plan her morning workout on the go. Lisa arrives at the ATL airport to board her early flight to NYC. While in the airport she passes by a multitude of Keurig spots throughout the airport.
10:00 pm 5:30 pm
8:30 am 11:30 am
Once at the hotel, Lisa has some free time to check how well her favorite basketball team fared in last night’s game on CBSsports.com.
While on her flight, Lisa picks up a copy of Southwest Spirit to read for the duration of her flight.
Magazine: Babies (228), Parenting(205), Bridal(176), Music(141)
OOH Category Index 107
Online Category Index 126
Magazine: Airline(116), Sports(116), Automotive(113)
OOH Category Index 116
Online Category Index 114
MEDIA RECOMMENDATION: MAGAZINES
Magazine Brides Bridal Guide Rolling Stone Wired Fit Pregnancy Working Mother Family Circle Runner’s World Road & Track Delta Sky Southwest Spirit Circulation 267,685 144,898 1,414,943 800,000 500,000 750,000 4,000,000 660,000 560,766 601,383 447,928 High Index 130 152 104 103 156 127 122 156 150 143 151
MEDIA RECOMMENDATIONS: OUTDOOR
MEDIA RECOMMENDATIONS: ONLINE
MEDIA REPORT CARD
¡ ¡ ¡ ¡
Low Cost Geographical Targeting ¡ Limited time Frequency & Repetition ¡ Large demographic Message delivered 24/7
¡ ¡ ¡ ¡
Targeted Demographic High “pass-along” Long-lasting Repeat Exposure
¡ Long lead time ¡ Can be cluttered
¡ Where the consumers are ¡ Fast growing ¡ Targeted Demographic ¡ Easily Measured
¡ Ad blockers ¡ Can be cluttered
CONSIDERED, BUT NOT RECOMMENDED
§ Radio is popular amongst our target demographics, with an index of 106 for individuals age 25-34, 108 for 35-44, and 108 for 45-54. § However, we’re also targeting individuals who are intense coffee drinkers. § Based on our data, those specific types of individuals aren’t listening to radio. (Index of 97 in radio quintile 1.)
§ As we mentioned before, Keurig is a beautiful product. One would think that highlighting this through a visual commercial would be the best plan of attack. § However, our target demographic and heavy coffee drinkers aren’t watching. § See the data here: (TV Quintile 1 – Ages 25-34: Index 58 // Ages 34-45: Index 73 // Ages 45-54: Index 93 // Small Pod Owns: 87)
¡ To initiate the media campaign, recommended approval by last week in December to make the earliest closing date and ensure a successful campaign.