ADV 208 Final Presentation

Christina Fieni Chris Voll

Our Product

¡  Lifetime Frozen Desserts

¡ Mainly frozen treats, but also baked goods

Truths ¡  Portable, small portions

¡  All-natural ingredients

¡  Lifetime brand

¡  Variety of products

¡  Frozen, long shelf life

¡  In most grocery stores

¡  Female gender-specific

Features & Benefits

Features Benefits Healthy Indulge guilt-free Small portions Easy and quick, healthy Many flavors Variety for your palette All-natural ingredients Health-conscious, sustainable Product variety Greater selection in product category Lifetime brand Quality expectations

Audience

¡ Deborah, 35 years old

¡  Full-time mother, part-time retail worker

¡  Likes to stay active and healthy, cook at home

¡ Has no time for herself because of a busy, drama-filled lifestyle

Competition

¡ Obvious ¡  Frozen desserts: Ben & Jerry’s, Haagen-Dazs, Sara Lee ¡  Ice cream / frozen yogurt shops: Friendly’s, Yogurtland

¡  Stretch ¡  Other frozen foods: Digiorno, etc. ¡  Candy: Mars, Gertrude Hawk ¡  Comfort foods: Easy Mac, Pop-Tarts ¡  Fast food, street vendors

Situational Analysis ¡  Strengths: Lifetime brand, new product buzz, well-

funded

¡ Weaknesses: little experience, startup costs, high expectations

¡ Opportunities: brand loyalty, new market entry, healthy foods movement

¡  Threats: well-established competition, tied to Lifetime brand, healthy food trend could stagnate, Lifetime not known for food

Secondary Research

¡  Large growth in frozen desserts segment ¡  2005: $21.6 billion in sales ¡  2014: $26.5 billion in projected sales

¡  Frozen yogurt: fastest growing segment ¡  6.4% increase in sale between 2005 and 2009. ¡  1.6% for category.

¡  Sales centered around the South, with the fewest sales in the Northeast

¡  Global leaders: Nestlé, Unilever, Baskin-Robbins, Dairy Queen, Häagen-Dasz, Ben & Jerry’s

¡  Seasonal: sales peak in the June

Secondary Research

¡  Pricing ¡  Average retail price of half-gallon ice cream peaked at

$5.29 in 2012

¡  Lifetime network ¡  29.5% of frozen desserts consumers watch Lifetime.

18% of Lifetime viewers are more likely than the general population to purchase them.

¡  15.5% watch Lifetime Movie Network

Sources: MRI+, Packaged Facts

Primary Research ¡  Survey Monkey

¡  Those surveyed: Women and moms ages 35-54

¡  Sample Questions: ¡  Typical demographics (age, education, income) ¡  Lifetime Television Network viewers? How often? ¡  Feelings associated with Lifetime? ¡  What do you look for in frozen treats/baked goods? ¡  Frozen treats/baked goods purchasing patterns?

¡  Findings: ¡  Consider Lifetime a guilty pleasure – Enjoy reality TV, celebrities, scandal/drama ¡  Moms are more likely to buy frozen treats/baked goods if they can share it with

kids

Strategy ¡  Problem: Consumers look to Lifetime as an escape

from the realities of day-to-day life. How can we expand the brand to cater to this?

¡  Positioning statement: For health-conscious moms looking for fresh and convenient treats, Lifetime Healthy Indulgences are a flavorful and affordable alternative to high-calorie frozen desserts, complete with the quality they have come to expect from the Lifetime Television brand.

Creative Brief

¡ Objective: Communicate Lifetime brand values

¡  Target: 35-49 year old moms with college degree, interested in health and wellness

¡ Current beliefs: Lifetime brand for leisure TV watching. Frozen treats stigma.

¡  Ideal beliefs: Lifetime can provide an excellent, healthy frozen treats experience.

¡  Single minded proposition: Come to Lifetime for a more tangible experience

¡ Why believe: Lifetime’s commitment to quality

Creative Platforms/Concepts ¡  A series of publication and outdoor ads connecting the Lifetime

Television Network to the new product line, using the shows, characters and actors

¡  A series of testimonials/endorsements from Lifetime Television Network characters and actors

¡  A promotion/contest featured on the back of frozen treats packages asking for customers to come up with new flavors that relate in some way to Lifetime Television Network programming

¡  A healthy cooking/baking web series guest-starring the most popular actors on the Lifetime Television Network ¡  Contest: Lifetime viewers send in their own recipes using our product for

a chance to win a walk-on role in a Lifetime drama

¡  Sponsor a walk/run to benefit women’s health

Integrated Campaign ¡ Creative concept: Indulge Yourself.

¡ Our Tactics: ¡  3 Print Ads ¡  1 Outdoor Ad ¡  1 Website ¡  Promoting through Mommy Bloggers ¡  1 TV/Web Spot ¡  1 Promotion/Contest

Print Ads

Outdoor Ad (Billboard)

Mommy Bloggers

TV/Web Spot

Promotion/Contest

Thank you!