Kara Beaudet

Hailey Crider
Amanda Gaeta
Ben LeVine
Marcy Perona
 Current Campaign
 Cardboard No. Delicious Yes.

 Ads focused primarily on older women

 “Doesn’t taste like fiber”

SWOT Analysis
 Objectives
 Expand target market to Fit Consumers

 Engage consumer through interactive components

 Rebrand Fiber One image to emphasize health

 Increase brand awareness

 Target Market

Fiber One Fit Consumer

• More Affluent
• Mostly Women • Even Gender
• College Educated Split
• 40-50
• Interested in Health • Under 50:
23 % aged 18-29
41% aged 30-49
 Co-Brand with Smartwater
 Coupon Promotion- $1.00 0ff any Fiber One product

 Placed on Smartwater bottles

 Improve awareness of Fiber One brand within the fit

consumer market
Co-Brand with Smartwater
Print Ad
Print Ad
Website Splash Page
 6 Question Quiz
 Demographics
 Fitness Level
 Most Stressful Meal

 Outcomes
 Fiber Facts
 Recipes
 Recommended Products
Website Splash Page
 Event Sponsorship: Start! Heart Walk
It's more than a program. It's a movement.
 American Heart Association’s
premiere event for raising
funds to save lives from heart
disease and stroke
 Promote physical activity and
heart-healthy living
 “Walk more. Eat better. Live a
longer, healthier life.”
 Event Sponsorship: Start! Heart Walk
 Nearly 350
Events,
Nationwide
 Over 1 million
walkers
participate
 Major Cities
Event Sponsorship: Start! Heart Walk
 Fiber One Girl Scout Cookie
 Special Edition Cookie-
Cobranded with Fiber
One
 Nearly 70% Proceeds
retained by Girl Scouts
USA
 200 Million Boxes sold
annually
Fiber One Girl Scout Cookie
Timeline
 Appendix
Target Market Girl Scout Cookie
Demographics Budget
Psychographics Distribution
Consumption Constellation
Splash Page
Component Objectives
Quiz
Budget
Smartwater Co-brand
Coupon Budget
Current Advertising Spending
Print Ad Total Budget
Placements
Recent Magazine Schedule

Event Sponsorship
 Target Market Demographics
Fiber One Fit Consumer
 90% Women  52% Women
 85% Married
 72% Married
 Within 40s or 50s
 64% under 50
 61% Attended/Graduated
College  37.4% Graduated College
 65.4% Employed  Income over $75,000
 Income over $65,000
 Have children under 18
 Have children under 18
Target Market Psychographics
Fiber One
 Body conscious but aspiring
to make a change
 Busy lifestyles: Balancing
work and family
 Primary grocery shoppers
 Light excersize incorporated
into daily routine
 Conservative values
Fit Consumer
 Health conscious- high
priority and spend time
managing it
 Busy lifestyles: less time with
family and more time
individually
 Rarely get sick
 Looking good is key value
 Liberal values
 Target Market Consumption
Constellation
Fiber One Fit Consumer
 Weight Watchers  Organic food
approved items
 Jell-O  Health products
 Stevia  Kashi
 Smart Ones frozen meals  Smart Balance
 Lean Cuisine
 Athletic attire
 Gym memberships or
 Home-exercise equipment equipment
 Pain relievers  Athletic attire
Component Objectives
 Smartwater Co-Brand Detail
 Effectiveness measured by:
 Coupon Efficiency Ratio
 Incremental Purchases / Total Purchases
 Aided and Unaided Recall in Coupon Areas

 Other Co-Brand Options

 Joint Ad Campaign
 Use of Smartwater’s Celebrity Endorsers
 Event Co-Sponsorships
 Breast Cancer Walk (Expand Smartwater to Fiber One Market)
 Large Marathons (Expand Fiber One to Smartwater Market)
 Co-Brand Coupon Budget
Face Value of Coupon: $1
Number of Coupons: 8,000,000
% of coupons to be redeemed: 5%
% of coupons used that would be incremental: 50%
Printing and distribution costs: $.01 per coupon
Processing costs: $.10 per redeemed coupon
 $8,000,000 WORTH OF COUPONS
 8,000,000 x 5% = 400,000 COUPON REDEEMED
 400,000 x 50% = 200,000 COUPON INCREMENTAL
 8,000,000 COUPONS/ 1000 COUPONS = 8000 x $10 = $80,000 COST FOR COUPONS
 400,000 REDEEMED COUPONS x $0.10 = $40,000

 GENERAL COSTS $80,000

 REDEEMED $40,000
 TOTAL COSTS $120,000
 Event Sponsorship Detail
 Targets adults (both male and female) 35-54, workers

 Promotes Physical Activity

 Target market is busy, therefore less active, don’t have

time to “exercise”
 Start! Promotes 30 minutes a day of walking to extend life
and become healthier
 Girl Scout Cookie Detail
 Plausible due to question on Girl Scouts Website:
 Q: Who Selects the Cookie Varieties?
 A: Licensed bakers can offer up to 8 varieties of Girl Scout
Cookes; only 3 types are mandatory: Thin Mints, Do-si-dos,
and Trefoils. The National Girl Scout Organization reviews
and approves all varieties proposed by the bakers. Any of
the five optional cookies can be changed every year. Each
bakery names its own cookies, so Girl Scout Cookies that are
quite similar may have different names. Suggestions for new
cookies are welcome, but the national Girl Scout
organization can make no promise to use them.
 Girl Scout Cookie Distribution
 200 million boxes of Girl Scout Cookies are sold in
the U.S. every year.
 Girl Scout Cookies represent five of the top fifteen
varieties of cookies sold in the U.S. annually,
 Several goals of the Girl Scouts are:
 Encouraging girls' healthy living and promoting
girl-positive media images; skills in sports,
natural recreation
 Cohesive with our target market, specifically moms
& dads who may have daughters in Girl Scouts or
may have friends, gym buddies, or coworkers with
daughters in girl scouts. (parents bring those order
forms everywhere!)
 Girl scouts promote healthy living, outdoor
activities, and skills in sports for girls, which is why
we believe our Fit Consumer will be associated with
or be willing to support girl scouts through cookie
purchases.
 70% proceeds retained by Girl Scouts USA after the
producers and bakers are paid.
 Gives our fit consumers a more healthy indulgence,
guilt free, can still enjoy girl scout cookies (taste,
nostalgia, etc.) without drastically sabotaging their
diets. Also can support their kids or their friends’
kids and enjoy a comparatively beneficial cookie to
the usual Thin Mints or Samoas. Plus limited
availability may incite purchases and help our
consumers justify their purchase.
 By associating Fiber One with the tradition and
reputation of Girl Scout cookies, we will be able to
generate brand awareness and get Fiber One
products into the consideration set of more
consumers.
 Nearly 2.4 million girl scouts means nearly 2.4
million little marketers and 2.4 individual
distributors…even if only 10% (1 out of 10)of Girl
Scouts sell a box of Fiber One Girl Scout Cookies,
that’s still 240,000 boxes sold!
 Fit consumers generally resist trying new things but
Girl Scout cookies are nostalgic, charitable, and
historic, and being associated with GSC may help
Fiber One get a figurative foot in the door.
 Girl Scout Cookie Budget
 Contact and commission ABC bakers or Little Brownie Bakers to develop a recipe in
cooperation with Fiber One, that can deliver 35% of the DV of fiber in a two-cookie
serving size.
 R&D costs: http://annualreport2009.kelloggcompany.com/fh-10K.html Kellogg’s spent
179 mil on new product R&D in 2007 and launched over 40 new products globally,
meaning if distributed evenly is nearly $4.5 million invested in the development of each
product.
 Estimate that a product developed for 3 months with exhaustive distribution and only
available through direct order or purchase (no online sales, etc.) will cost no more than a
few hundred thousand dollars. If the ordinary Kellogg’s products are expected to have an
estimated five-year life span, only $895,000 are spent per year of expected product
lifespan. Girl Scout cookies are only available 3 months out of the year
(girlscoutshcc.org), so we can estimate 25% of this cost, or about $220,000.
 According to girlscouts.org, 30% of cookie proceeds are returned to the baker to cover
their costs. This is about $1.20/box. If we can project sales of 240,000 boxes (because we
are hoping 10% of scouts sell a box), production costs will be around $288,000 total
 Splash Page Quiz Detail
 Questions  Rec’d Products
 1: Gender  Smartwater
 2: Age  More Children/Younger
 3: Weight  Bars
 4: How many children   Toaster pastries
Age of youngest  Muffins
 5: Fitness level  Fitness Level
 6: Most stressful meal  Low
 Medium
 High
Splash Page Budget
 Primary Print Ad Placements
 Women’s Health Magazine  $174,500 for full-page
 11 Million Audience
 Fitness Magazine
 92% Female
 7 Million Audience
 65% Aged 18-49
 74% Female
 $169, 145 for full-page
 66% Aged 18-44
 Parent Magazine  $148,000 for full-page
 15.3 Million Audience
 82.3% Female
 88.5% Aged 18-49
 Secondary Print Ad
Placements
 O, The Oprah Magazine  86.2% Aged 18-49
 15.6 Million Audience  $222,400 for full-page
 88% Female  Entertainment Weekly
 60.7% Aged 18-49  10.8 Million Audience
 $153,745 for full-page  59% Female
 76% Aged 18-49
 Cosmopolitan Magazine  $160,470 for full-page
 18.3 Million Audience
 86.2 % Female
 Current Magazine Schedule
Product Magazine Date Page #
Fiber One Yogurt Weight Watchers Jan 01, 2010 39
Fiber One Yogurt Weight Watchers Mar 01, 2010 49

Fiber One Yogurt Weight Watchers Jul 01, 2010 29

Fiber One Yogurt Weight Watchers Sept 01, 2010 55

Current Advertising Spending
Total Campaign Budget