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C. hristine Morse, A. ndres Ochoa, L. ance Pacheco, M. onique Oquendo , S. onya Hua

C. hristine Morse, A. ndres Ochoa, L. ance Pacheco, M. onique Oquendo , S. onya Hua. Products. JDs come in 3 flavors: Original (raspberry flavor plum jam), Berrilicious , and Jam n’ Custard

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C. hristine Morse, A. ndres Ochoa, L. ance Pacheco, M. onique Oquendo , S. onya Hua

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  1. C.hristine Morse, A.ndres Ochoa, L.ance Pacheco, M.oniqueOquendo, S.onyaHua

  2. Products • JDs come in 3 flavors: Original (raspberry flavor plum jam), Berrilicious, and Jam n’ Custard • Occasionally, Burton's has produced other limited edition Jammie Dodgers with flavors such as "Vanilla Thriller" and "Vimto" and more recently "Lively Lemon". • No additives, artificial flavors, artificial coloring, artificial sweeteners, or hydrogenated fats

  3. BRAND EXTENSION Jammie Dodgers snack bars are a crunchy, chewy, and cereal snack, with crisped rice, oats and raspberry filling. Great for breakfast! The original Jammie Dodger bar – with 6 biscuits. Small bites of Jammie Dodgers for continual crunchy snacking JD “Splat Snacks” are a crunchy, chewy splat-shaped biscuit and cereal snack, with crisped rice, oats and raspberry fruit pieces.

  4. Advertising Campaign Budget • Money spent on advertising in the USA: $5 million • Focusing on TV ads • Placing print ads in Parent Magazines, Children Magazines, etc. • July 2011, introduce TV ads on the coasts in heavily populated areas • August ‘11, broadcast TV ads nationwide • September ‘11, execute full TV/Internet campaign in time for back-to-school season

  5. Target Market: Moms *Survey done with Simmons Choices III, http://en-us.nielsen.com/content/nielsen/en_us/news/news_releases/2009/may/power_moms_may.html

  6. Target Market: Moms Approximately 45,620,000 women with at least one or more children in the household. 20% of this target market agree a lot that nutritional value is important in the food they eat. They are 27% more likely than the rest of the population to eat nutritional snacks. 31% of them believe that most snack foods are not healthy. 80% of them are more likely than the rest of the population to agree that ads help them pick products for their kids. “Moms are increasingly concerned about the economy and seek money saving strategies and solutions online (Nielsen).” *Survey done with Simmons Choices III http://en-us.nielsen.com/content/nielsen/en_us/news/news_releases/2009/may/power_moms_may.html

  7. “Lunch Time” TV Ad

  8. School bell rings - Lunch Time

  9. Kids around the table asks people what they brought for lunch. …“I got a tuna sandwich.” …“I got dinner leftovers.” …“What’s that??”

  10. 1. glorified music 2. Kid bites into cookie 3. Jam music starts to play. Kids start wondering where the music is playing. 4. The music stops and starts with each cookie bite. 5. The cookie is finish and music stops. Kids are sad. 6. Another kid finds Jammie Dodgers in his lunchbox and the music starts again. 7. Kids start to bop their heads and smile.

  11. 8.“Jammie Dodgers… Time to Jam!”

  12. Digital Campaign: Jam Song Contest • An online contest of who can create the most catchy Jam song for Jammie Dodgers snacks. Submissions are made and posted via YouTube, FB, on the Jammie Dodgers Channel. Fans will vote for their favorite Jam Song. The winner gets a chance cast their jam during a TV commercial • Rationale: On Youtube, there are already “Jammie Dodgers” songs and fan commercials created by JammieDodger fanatics. Create social media buzz and fan engagement for loyal Jammie Dodger fans.

  13. Digital Campaign: Jammie Dodgers Site Launch Jammie Dodgers Brand’s website: www.burtonfoods/jammiedodgers.comDisplay a live feed of social media buzz: FB related posts, twitter comments, etc. Have interactive Jammie Dodger games and media content. Rationale: There’s a lot of buzz from FB and tweets from fans eating Jammie Dodgers. Jammie Dodgers have enough extensions to create a site for beloved and new fans to claim their fanhood.

  14. Digital Campaign Budget • 10% ($500,000) of our total budget will be used for internet advertising. • 25% agree a lot that they are often swayed by coupons to try new foods. • 27% agree a lot that they always look for special offers. • 55% more likely than the rest of the population to find e-mail ads useful. • Of all the people who have visited a blog in the last 30 days, 25% of them were women with children in their household. • We will be focusing on email marketing and advertising in blogs. Expires 12/01/10 Print this coupon and get a free Jammie Dodgers bar! www.burtonsfoods/jammiedodgers.com *Survey done with Simmons Choices III, http://en-us.nielsen.com.

  15. *by Unicast, “Back to School Survey,” Aug 31 2010, provided to eMarkerter,

  16. Enjoy the Simple things in life. Click for a coupon

  17. Enjoy your meal with a healthy snack! Click for a coupon

  18. Fall has now arrived. Enjoy it with the ones your care about. 15% off

  19. Print Campaign • 10% of the total budget will be spent on the print campaign in magazines = $500,000 • Will be advertised primarily in parenting, home, and food magazines

  20. No additivesNo artificial flavors No artificial coloring No artificial sweeteners Nohydrogenated fats You know it’s Time to Jam! For more information: www.burtonsfoods.com Share a Time to Jam No additivesNo artificial flavors No artificial coloring No artificial sweeteners Nohydrogenated fats For more information: www.burtonsfoods.com

  21. Share a Time to Jam No additivesNo artificial flavors No artificial coloring No artificial sweeteners Nohydrogenated fats No additivesNo artificial flavors No artificial coloring No artificial sweeteners Nohydrogenated fats For more information: www.burtonsfoods.com Share a Time to Jam For more information: www.burtonsfoods.com

  22. Anticipated Results • Expected revenue in first year: $30 million • Expected profit: $10 million • Total Production costs to make and distribute cookies: $15 million • Our distribution centers will be located in New York City, Houston, Chicago, and Los Angeles.

  23. thank you.

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