Professional Documents
Culture Documents
BLASTER
ADVERTISING PLAN
Stephanie Broadbelt
Laura DeChard
Liz deCoen
Kate LaCorte
November 2009
Table of Contents
3.0 Objectives 5
4.0 Budget 7
4.1 Methods 7
4.2 Amount 7
4.3 Justification 8
5.0 Strategy 9
6.0 Execution 9
6.1.1 Objectives 9
2
6.1.2 Tactics 9
6.2.1 Placement 10
6.2.2 Strategy 11
7.0 Evaluation 12
3
1.0
Executive
Summary
Through research and analysis, our group has developed an advertising plan
for Batter Blaster. This plan is designed to improve certain aspects of the
company's spending and expand on current practices to further Batter
Blaster's success. Our plan will include a situational analysis, objectives, a
budget guide, and our proposed strategies in copy, media, integrated brand
promotion, as well as methods for evaluation.
Our general goals for this advertising plan include:
Increased brand recognition
Increased sales and profit
Expand consumer basis
Better utilized advertising budget
2.0
Situational
Analysis
There are many characteristics that support the current market. We will
provide a detailed assessment of the following categories of the Pancake
Mixes and Frozen Pancakes; historical analysis, industry analysis,
competition analysis, and a market analysis.
2.1
Historical
Analysis
Batter Blaster was started in late 2004 after the inventor and now CEO, Sean
O’Connor, had spent some time tooling around the kitchen of his bar with an
idea to use a whipped-cream charger to make beignets. The beignet creator
idea failed, but what came of it is now a nine million dollar business.
4
Since the creation of the Batter Blaster in Austin, Texas, the aerosol pancake
mix has prompted an almost cult like following with constant blogs.
Facebook groups such as “The Church of Batter Blaster” and a plethora of
YouTube videos are examples of these cult-like groups. Recent history has
also been broken with the Batter Blaster, when they and a local charity in
Atlanta teamed up in May to break the Guinness World Record. They succeed
by cooking 76,382 pancakes in eight hours.
2.2
Industry
Analysis
In the 52 week period ending August 8, 2009, “Pancake Mix:” had a total sale
of $244,965,030. There has been an 18.1% increase in Pancake Mix sales
within the last year. In addition to this, there have been 104,297,042 units of
Pancake Mix sold to consumers in the continental United States.
Aunt Jemima
Bisquick
Hungry Jack
Krusteaz.
2.3
Competition
Analysis
Organic Batter Blaster is the only one of its kind; refrigerated ready-to-make
pancake/waffle batter. However in the wider scope of things, Batter Blaster’s
competitors are companies that make pancakes/waffles dry mixes and
frozen pancakes and waffles.
With over 100 competitors, not including private labels, and 250 million
dollars in sales, Batter Blaster finished ninth in their category in their first
year. Batter Blaster’s competitors can
be broken up into two categories;
companies that produce dry
pancake/waffle mixes and those who
produce frozen pancakes and waffles.
In the frozen pancakes and waffle mix category Batter Blaster’s biggest
competitors are Kellogg’s, Aunt Jemima, Kashi, and Mamma Mary’s. Each of
these companies provides consumers with an already prepared breakfast.
Kellogg’s EGGOS, Mamma Mary’s frozen pancakes, Kashi’s Heart to Heart
Waffles, and Aunt Jemima’s frozen pancakes range from $2.29 – 2.70. Batter
Blaster may cost more, but it provides consumers with a healthier alternative
to prepared breakfast.
2.4
Market
Analysis
3.0
Objectiv
es
In addition to this, Batter Blaster should become more aware of their target
audiences. Batter Blaster’s target audiences are green moms and short on
time college students. We chose to separate their target audience into two
different groups: ages 18-25, and ages 26-44.
The first age group 18-25 is college students who are looking for a quick and
easy way to make breakfast. College student have a limited budget and
amount of time for shopping and preparing meals. Batter Blaster combines
multiple ingredients into one product which is convenient for this lifestyle.
The second segment is moms between the ages of 26-44. This target
audience has an expendable income which they are eager to use in order to
contribute to their lifestyle. They are trying to find a balance between having
a healthy family and helping the environment while managing their time
efficiently.
3.1
Quantitative
Benchmarks
As of 2008, Batter Blaster’s annual gross is 9 million dollars. In the next three
years, it is our goal to increase 9 million dollars to 15 million dollars. It is
imperative to increase their standards of advertisements in order to achieve
this goal.
3.2
Measurement
Methods
4.0
Budg
et
Batter Blaster has provided us with the information about their current sales
and their overall budget. With this information, we have decided on a
method of spending their budget that will benefit them in the upcoming
years.
4.1
Metho
ds
The budget will be figured from a percent of sales approach. We will use 11%
of current sales for the advertising budget, which is a common percent to
spend. We will factor in the research costs, production costs, ancillary costs,
integrating other promotional cost, media expenditures, and reach and
frequency costs.
4.2
Amou
nt
8
Media Budg
Form et
Agency $100,0
Bill 00
Print $160,0
00
TV $280,0
00
Internet $30,00
0
OOH: $310,0
00
IBP $120,0
00
4.3
Justificati
on
We believe that TV and Out of House Media, or OOH, are going to be the best
places to put advertisements. Because we are using multiple mediums to
advertise the product, IBP is about 10% of our total advertising budget. We
have also included enough money in internet to advertise on social
networking groups because of the cult-like following that has become an
increasing trend. It is also important to look at buying commercial spots
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during online episodes of television shows when advertising on the internet
because this becoming popular in today’s society.
5.0
Strate
gy
The strategy for the Batter Blaster will be to gain a national awareness and
attract customer loyalty. Because Batter Blaster is practically brand new, this
gives the opportunity to not only promote the product but to create a
positive image. By actively promoting Batter Blaster to Green Moms and
short on time college students, this can build the knowledge base and
customer loyalty that can go from preschool to graduate school. Ultimately,
to build up customer loyalty would be the best strategy, since Batter Blaster
is a product that can be purchased over and over again. Therefore it is
especially essential to promote to schools and colleges.
By promoting this product at school functions and having a heavy tie in with
the education system, doors of opportunity will open which will help to grow
Batter Blaster in exponential amounts. In addition to using promotional
events, advertising in media forms geared toward college students and
green moms will also be an essential part of the strategy for the Batter
Blaster. The final portion of the Batter Blaster strategy would to be to
incorporate as much social media and internet presence as possible. To use
the already cult-like following that Batter Blaster has created would be
completely beneficial to this market strategy.
6.0
Executi
on
Batter Blaster’s two target audiences are different from each other, so it is
important for them to have different copy strategies, advertisements and
promotions that attract both their target audiences. Our media plan will
provide Batter Blaster with the tools that will allow them to reach their
various audiences so that they increase their sales and gain new customers.
6.1
Copy
Strategy
It is important to have advertisements that relate directly to the target
audience; therefore we have created two advertisements for each target
audience with one mission statement. The mission statement for our overall
campaign is, “Make everyday a pancake day!”
10
For our first target audience which consists of green moms ages 26-44, we
have created an advertisement around the slogan, “Making Mondays
Manageable.” We have used green, calming and spacial effects to connect
with this audience. Additionally we depicted a typical hectic morning while
emphasizing the importance of breakfast.
For our second target audience which consists of short on time college
students ages 18-25, we have created an advertisement around the slogan,
“We have your cure.” We decided to use a bright, busy, and graphically
stimulating advertisement to connect with this audience because it will
attract their attention. We wanted to convey the image that Batter Blaster is
convenient while tailoring it to the needs of college students.
6.1.1
Copy Strategy
Objectives
6.1.2
Copy Strategy
Tactics
These objectives will be met by adding a slogan for Batter Blaster and by
making the brand more recognizable. We will also use print, televisions, and
internet advertisements to get our message out. We will focus of
advertisements in bigger cities where we know greener families live. We will
also air more advertisements after school hours to catch the moms and
college students shopping for convenient breakfast foods. We have designed
specific advertisements to fit each of the objectives previously stated.
6.2
Media
Plan
Our media buy will be greater in the late summer months, gearing up for
“back-to-school” shopping. This will be a crucial time for exposures in both
the green mom and the college student audiences. The campaigns dealing
with busy mornings will be most relevant during the transition from summer
into stressful fall days with the introduction of the school year. With the
exposures during this time, we aim to create initial brand recognition and
induce trial. After that, we perceive Batter Blaster as a product that the
consumer will use - and purchase - over and over again. Because of this, we
plan to continue a lighter media buy throughout the year as a way to
reinforce and create brand loyalty.
6.2.1
Media
Placement
After extensive research we have decided that the most beneficial
placements of media would be in the following forms. We have broken up the
media placements into two categories, one that would cover green moms
and the other that would cover short on time college students. Because
these groups are very different, two different media placements would be
needed for them, however some of the media placements do overlap.
Green Moms
Washington Post
12
Martha Stewart Living First Magazine
Magazine
Parents Magazine
Every Day with Rachel Ray
Magazine
Television
Lifetime FOX
ABC Discovery
CBS HGTV
MSNBC
Internet
Greenmoms.com Greenmomreview.com
MarthaStewart.com Hulu.com
Foodnetwork.com Greenissexy.com
OOH
Billboards Mall
College students
Internet
Facebook.com Twitter.com
Myspace.com Youtube.com
13
Collegehumor.com Hulu.com
Prezehilton.com Textsfromlastnight.com
Television
MTV TNT
VHI FX
ESPN FOX
USA CBS
TBS
OOH
Billboards
Mall
Grocery Store
6.2.2
Media
Strategy
Our strategy for media placement is to place advertisements in the mediums
that our target audience uses most frequently so that we can maximize the
amounts of exposures. Each of the mediums we have chosen has been
picked because the data that we have acquired through research states that
these are the mediums that our target audience is subjected to most.
6.3
Integrated Brand Promotion
(IBP)
Because our strategy is to introduce this product to new consumers and gain
more sales in the long run, a presence in community events will be important
for Batter Blaster. While in stores, demonstrations and free trial-size
samples will contribute to point-of-purchase advertising. The USP of being
convenient will come across in the hands-on demonstrations, showing how
easy it is to make a quality breakfast. The biggest target for these will be
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getting into actual grocery stores to make the sale that day, right where the
purchase takes place.
A new idea that we feel would greatly benefit Batter Blaster is promotional
events in coordination with schools. One would be a college campus tour,
promoting the importance of breakfast, and emphasizing how simple Batter
Blaster is to use. College campuses have promotions such as these in dining
halls often. A specific idea would be a finals week sponsored breakfast of
free Batter Blaster pancakes and waffles. This could happen late at night,
while students are up late studying, or in the morning before the exams.
Since busy college students are a targeted demographic group, going right
to them to offer samples and exposing them to the product would make
them go out and buy the product at a later date.
To reach the other audience of green moms, a similar idea will be used.
Instead of going to colleges and universities, Batter Blaster would reach out
to education communities. Special parents’ breakfasts at elementary
schools are a great thing to sponsor, such as a Christmas Breakfast with
Santa and other themed special days at school. A fundraiser could also be
set up for organizations to raise money by selling cans of Batter Blaster. This
could be used to benefit elementary schools as well as sports teams and
clubs in higher grades, all the way to high school. These plans get the
children involved as well as the moms, which will create a greater
investment into the product and therefore a greater brand loyalty.
7.0
Evaluati
on
8.0
Print
Advertisements
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College Student Print Advertisement
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9.0
Commercial Story
Boards
18
College Students Story Board
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