Greek Yogurt

Brittany Long, Devin Ward, Maia Noll,

Rachael DeVries, Samantha Alisankus

Our Goal
Increase Yoplait Yogurt market share by 3%.
Increase Yoplait Greek Yogurt market share
by 20% through our integrated campaign
using three key marketing drivers
Brand Awareness
Buzz
Product Experience

Key Marketing Drivers

Primary
Brand Awareness: Keeping the brand at the top of
mind
Buzz: 3rd party endorsement of a product, brand
or service

Secondary
Product Experience: Allowing prospects to
interact with and use products before purchasing

Target Recommendation
Women (126)
Age 18-49 (113)
Attended College (107)
Have one or more kids (118)
Interested in active and
healthy lifestyles (117)
Likes the idea of travel (130)

Geography
United States:
Targeting the West
Healthiest region in
the United States
Second highest
likelihood to use rate
27.3% of Population

Planning Recommendation
Effective Frequency Planning
multiple exposures
short period of time
Traveling from place to place, want to hit current
location hard given short time span per location.

Timing
Focus heavier advertising
in January - June

This will reach our target

audience by appealing to the
New Years resolution and
bikini body mindsets
This timing will also work in
conjunction with our promo
event

Media Mix Recommendations

Television: wide reach/expensive
Print: narrow reach/expensive/localized
Online:wide reach/cheap/flexible
Radio: wide reach/localized/cheap/flexible
Promo: narrow initial reach/ localized

Radio: Marketing Drivers & Strengths

Strengths:
Drives Foot Traffic
Can Be Bought Quickly and Message Changed Quickly
Targets Specific Lifestyles
Highly Localized - Specific Geographic
Market Drivers:
Brand Awareness
Buzz

TV: Marketing Drivers & Strengths

Strengths:
Mass Coverage/Reach (96.7% American owns
television)
Multi-Sensory Appeal & Stronger Lasting Impact text, audio, and motion
Market Drivers:
Brand Awareness

Print: Marketing Drivers & Strengths

Strengths:
Highly Targeted
Allows Heavy Copy Messages
Magazines Have Long Shelf Life (stay in home for more than
a month or so)
Tangible (consumers can touch advertisement as long as
they want)
Market Drivers:
Brand Awareness
Buzz

Online: Marketing Drivers & Strengths

Strengths:

Measurable Outcomes
Low Cost compared to other mediums
Easy Targeting Methods
Versatility / Interactivity
Speed (able to make an advertisement and then display in
less than a day)

Market Drivers:
Brand Awareness

Promo: Marketing Drivers & Strengths

Strengths:
Get people to try the product
Make Greek Yogurt seem more versatile and not just a
breakfast snack
Easy Targeting Methods
Interactivity
Market Drivers:
Brand Awareness
Buzz
Product Experience

Recommended Budget
$42,000,000

20% Growth Rationale

National Vs. West

West Only:
$12,229,045.80
Nation (Not
including West)
$29,203,687.11

Media Mix Breakdown

Traditional and nontraditional
mix
Traditional
Television - 85.2%
Print - 5.5%
Radio - 3.0%
Nontraditional
Online - 1%
Promo - 3%

Promotional Event
3% of Total Budget
$716,577

Yoplait Food Truck

Greek Yogurt Food Truck ($85,000)
6 Month Tour
Stops in 6 Cities for food festivals (for example Las
Vegas Foodie Fest, and Seattle Street Food Festival)
Celebrity appearance/advocate/spokesperson Jillian Michaels - represents Moms, the face of the
competition, comes to every city ($300,000)
Samples ($30,000)

Food Truck Cities

1. Seattle, Washington
2. Portland, Oregon
3. San Francisco, California
4. Las Vegas, Nevada
5. Salt Lake City, Utah
6. Denver, Colorado

Within each City

Giveaways/Coupons (samples)
Spokesperson Jillian Michaels
Achilles 5K at each festival run by
Jillian Michaels
In Between festivals parked at
Grocery Stores (Walmart, Target,
Rainbow, Cub)

Television Budget
38.6% of budget
$16,186,950
NATIONAL ADVERTISING
86% $13,923,000
WEST ONLY ADVERTISING
14% $2,263,950
Overall 37.2% $6,023,160

TV Budget Breakdown
Network - 24.4% $10,657,600
Cable - 27.9% - $11,700,000
Spot - 31.9% - $13,416,000

***Percentages in graph represent the total television

budget

TV Daypart & TRP Breakdown

Cable
52 weeks @ 30 TRPs = 1560 TRPs

Spot
evening news: 26 weeks in the West/ 26 weeks
National @ 25 TRPs = 1040 TRPs

Network
daytime: 52 weeks @ 30 TRPs = 1248 TRPS

Total Spent on Print

5.5 % of Total Budget
$2,290,799.78

Newspaper Breakdown
Newspaper:
4.4%, $1,844,592
pg black & white
12 weeks
15 TRPs/week @ 12
weeks = 195 TRPs

YOP
LA
HER IT
E

Magazine Breakdown
Magazines

.5% of total budget - $223,104.00

Health (9.7 TRPs x 6 months) = 252.2 TRPs @

$111,340.21
Cooking Light (9.1 TRPs x 6 months) = 236.6
TRPs @ $44,176.44
Oprah (16.1 TRPs x 6 months) = 418.6 TRPS @
44,347.80
Family Circle (14.2 TRPs x 6 months) = 369.2
TRPs @ $23,239.44

About 6 months (last half of the year: back to school,

coming up on the holidays, after the tour)

Total Spent on Radio

3.0% of budget $1,259,360
AM Drive
11.9% - $629,680
PM Drive
11.9% - $629,680

Radio Breakdown
1st half of the year (Jan-June) to advertise
our promo event
Focus advertisements on Alternative Rock
and Top 40 stations

Total Spent Online

1.1% of budget - $1,462,396.13
Display
$731,198.07
Video
$731,198.07

Online Breakdown - Display

Womens Lifestyle 33.3%, $243,732.69
Portals - 33.3%,
$243,732.69
Social Targeted 33.3%, $243,732.69

Online Breakdown - Video

Womens
Lifestyle - 50%,
$365,599.03
Portals - 50%,
$365,599.03

Owned Media
Owned
Website- Map of where the food truck is
Facebook- Incorporating with Food festivals
Twitter- Specific for traveling food truck

Earned Media
Earned
Engagement/Interactions
Food, fitness, mommy Bloggers
Media Coverage
FB/Twitter/Instagram Photos
#YoplaitGreekDash
#DashforYoplaitGreek
#YoplaitGreek

Advertising Moving Forward

Commercials and advertising based on
tour
Documentation (network and cable
television)

Conclusion

Questions?