Brittany Long, Devin Ward, Maia Noll,

Rachael DeVries, Samantha Alisankus

Greek Yogurt
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
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
Key Marketing Drivers
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)
Target Recommendation
United States:
Targeting the West
Healthiest region in
the United States
Second highest
likelihood to use rate
27.3% of Population
Geography
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.
Planning Recommendation
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
Timing
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
Media Mix Recommendations
Strengths:
Drives Foot Traffic
Can Be Bought Quickly and Message Changed Quickly
Targets Specific Lifestyles
Highly Localized - Specific Geographic
Market Drivers:
Brand Awareness
Buzz
Radio: 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
TV: 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
Print: 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
Online: 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
Promo: Marketing Drivers & Strengths
$42,000,000
Recommended Budget
20% Growth Rationale
West Only:
$12,229,045.80
Nation (Not
including West)
$29,203,687.11
National Vs. West
Traditional and nontraditional
mix
Traditional
Television - 85.2%
Print - 5.5%
Radio - 3.0%
Nontraditional
Online - 1%
Promo - 3%
Media Mix Breakdown
3% of Total Budget
$716,577
Promotional Event
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)
Yoplait Food Truck
1. Seattle, Washington
2. Portland, Oregon
3. San Francisco, California
4. Las Vegas, Nevada
5. Salt Lake City, Utah
6. Denver, Colorado
Food Truck Cities
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)
Within each City
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
Television Budget
Network - 24.4% -
$10,657,600
Cable - 27.9% - $11,700,000
Spot - 31.9% - $13,416,000
TV Budget Breakdown
***Percentages in graph represent the total television
budget
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
TV Daypart & TRP Breakdown
Total Spent on Print
5.5 % of Total Budget
$2,290,799.78
Newspaper:
4.4%, $1,844,592
pg black & white
12 weeks
15 TRPs/week @ 12
weeks = 195 TRPs
Newspaper Breakdown
Y
O
P
L
A
IT

H
E
R
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)
3.0% of budget -
$1,259,360
AM Drive
11.9% - $629,680
PM Drive
11.9% - $629,680
Total Spent on Radio
1st half of the year (Jan-June) to advertise
our promo event
Focus advertisements on Alternative Rock
and Top 40 stations
Radio Breakdown
1.1% of budget - $1,462,396.13
Display
$731,198.07
Video
$731,198.07
Total Spent Online
Womens Lifestyle -
33.3%, $243,732.69
Portals - 33.3%,
$243,732.69
Social Targeted -
33.3%, $243,732.69

Online Breakdown - Display
Online Breakdown - Video
Womens
Lifestyle - 50%,
$365,599.03
Portals - 50%,
$365,599.03
Owned
Website- Map of where the food truck is
Facebook- Incorporating with Food festivals
Twitter- Specific for traveling food truck
Owned Media
Earned
Engagement/Interactions
Food, fitness, mommy Bloggers
Media Coverage
FB/Twitter/Instagram Photos
#YoplaitGreekDash
#DashforYoplaitGreek
#YoplaitGreek
Earned Media
Commercials and advertising based on
tour
Documentation (network and cable
television)
Advertising Moving Forward
Questions?
Conclusion