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MEDIA OBJECTIVE
MEDIA OBJECTIVES
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.
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
BRAND OVERVIEW
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.
BRAND OVERVIEW
Keurig means excellence in Dutch. Partnerships with well known sustainability brands, such as parent company Green Mountain Coffee Roasters, helps boost the brand identity.
TARGET AUDIENCE
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.
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.
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.
COMPETITORS
Tassimo
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 Getting outdated, actually teamed up with Keurig to make a cheaper version of its single cup dispensing machine.
COMPETITORS
Dunkin Donuts
Convenience on the go Low price point Variety of flavors Advertising: tv, radio, OOH, online
Starbucks
Specially crafted and customizable drinks High emphasis on quality Luxurious feel Higher price point Word-of-Mouth advertising & partnerships
PLANNING STRATEGIES
PLANNING STRATEGIES
TIMING
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.
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 nights game on CBSsports.com.
While on her flight, Lisa picks up a copy of Southwest Spirit to read for the duration of her flight.
MEDIA PLAN
Magazine: Babies (228), Parenting(205), Bridal(176), Music(141)
Demographic 25-34
MEDIA PLAN
Magazine: Airline(116), Sports(116), Automotive(113)
Demographic 35-54
FLOWCHART
MAGAZINES
Magazine Brides Bridal Guide Rolling Stone Wired Fit Pregnancy Working Mother Family Circle Runners 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
Outdoor
Low Cost Geographical Targeting Limited time Frequency & Repetition Large demographic Message delivered 24/7
Magazines
Online
28
Where the consumers are Fast growing Targeted Demographic Easily Measured
TELVISION
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 arent 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)
NEXT STEPS
To initiate the media campaign, recommended approval by last week in December to make the earliest closing date and ensure a successful campaign.