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DIGIORNO MEDIA PLAN
Team Incredible EXECUTIVE SUMMARY DiGiorno is the primary product in Nestle’s catalog of frozen pizza brands (which also includes Tombstone, California Pizza Kitchen, and Jack’s). Offering dozens of different flavors and styles of pizza, DiGiorno is also America’s best-selling pizza brand (with 22% of the frozen pizza market share). DiGiorno products are sold at all of the nation’s top retail grocery store chains and drugstores. In 2019, DiGiorno spent over 90% of its media budget on TV promotions. Team Incredible’s DiGiorno media plan does not stray far from this precedent. With a schedule directed at DiGiorno’s target audience of large families, single men, and teenagers, this plan will rely heavily on national cable TV, national spot radio, and, to a lesser extent, spot TV. Each of these elements will be employed at a relatively high frequency, and to fit within the constraints of the $30 million budget, they will be employed with a medium reach expectancy. Team Incredible aims to achieve a market share of 24.0% (from 22.1%) in the frozen-pizza category, which will ultimately result in approximately $1.19 billion of total sales (an impressive feat in a highly competitive industry valued at approximately $20 billion). These goals will be assessed at the conclusion of 2021. This document will explore the details of Team Incredible’s media plan and include: a situation analysis, a recount of marketing and advertising objectives, an analysis of the target audience, and a media review (objectives, strategies, and tactics). It will conclude with a flowchart compiled using Media Flight Plan software and a summarization of Team Incredible’s evaluation methods.
SITUATION ANALYSIS
Industry Review: The frozen pizza market is growing rapidly - a trend that is expected to continue. The market was valued at $19.6 billion globally in 2019, with an estimated growth rate compound annual growth rate of 3.2% between 2020 and 2027. By 2027, the market is forecast to be worth $25.2 billion. The North American market is by far the largest, accounting for a share of more than 35%. However, the Asia Pacific market is expected to grow the fastest, at a rate of 4%. The vast majority of frozen pizza sales come from retail grocery stores. It is expected to remain dominant in the coming years, but it’s worth noting an emerging trend which began this year. Online orders have increased due to lockdowns in response to the COVID-19 pandemic. This trend is expected to continue after the pandemic subsides due to the larger trend of increasing e- commerce. Marketing Mix: ● Product: DiGiorno’s product launched nationally in 1996 as one of the original rising crust frozen pizzas. It is now the top frozen pizza in America, occupying 22% of the market share. DiGiorno offers 78 different pies, including but not limited to stuffed crusts, thin crusts, and croissant style crusts. The company sells a variety of lower calorie options for the health-conscious consumer, such as the “Thin and Crispy Tomato Mozzarella with Pesto.”
without cooking experience. Cost is also a key contributor for the consumer. They value affordable prices over the healthiness of their food. Positioning: Kraft had originally positioned the DiGiorno brand into a higher quality level of frozen pizzas in the market. They decided that positioning it up against a delivery service would be a better way to promote a sense of higher quality. They did this because of discrepancies between delivery and the wait times and high costs of pizzerias in certain areas compared to cheap prices of frozen pizza at grocery stores. Nestle decided to keep up this positioning and marketing strategy. They also introduced new “sides” into the frozen pizza line including breadsticks, wings or cookies. The whole position of DiGiorno is to compete with the attention of consumers that prefer delivered fresh pizza over frozen pizzas. They have done social campaigns where they have blind tested DiGiorno and a fresh pizza and the consumers preferred the DiGiorno pie. Previous Campaigns: Kraft, the original 1995 purchaser of the DiGiorno frozen pizza brand, created a pyramid of its frozen pizza brands (Tombstone, California Pizza Kitchen, Jack’s) in which each brand satisfied a distinct portion of the frozen pizza market. Tombstone started the pyramid, Jack’s entered as the value-brand, DiGiorno offered rising crust/higher quality pizzas, and California Pizza Kitchen joined last as a premium brand.
DiGiorno is the star of Kraft’s “Fooler” campaign, in which the brand is compared to restaurant- quality pizzas and proved to have equal if not greater quality. This campaign achieved short term sales volume and helped keep DiGiorno at #1. The DiGiorno brand is now dominated by the tagline “It’s Not Delivery. It’s DiGiorno,” which debuted in a 1996 broadcast commercial and communicated a similar message to that of the Fooler campaign. The “Be a DiGiorno Delivery Guy” campaign of the early 2000s played off the “It’s Not Delivery” tagline and centered around a sweepstakes that allowed consumers to win a variety of prizes, including one $100,000 cash prize. Competitive Analysis: Main Competitors: The main competitors of DiGiorno are primarily other frozen pizza brands and, to a lesser extent, pizza delivery chains. Examples of these would be Tombstone, Totino’s, Red Baron, and Pizza Hut. Strengths: ● The biggest strength that frozen pizza brands have over DiGiorno is healthy ingredients. ● Restaurants that sell pizza have better quality than DiGiorno. ● You have more combination options getting a pizza ordered over DiGiorno, since DiGiorno pizzas come prepackaged. ● Taste of delivery pizza is better than in DiGiorno.
● Health concerns as far as the average amount of calories in a DiGiorno Pizza (over 1550) by the groups such as Weight Reformers and concerns over whether the ingredients are fresh enough by the groups like the Reformed Traditionals Even given that DiGiorno has a fair share of problems they constantly face, they have a multitude of opportunities they can act upon as well. Some found in the research include: ● Golden Opportunity to attack the market post pandemic with a majority of the world having restaurants shut down. ● Time to focus on certain markets from an age group perspective (particularly the younger demographics. 18-24, 25-34 based off of the Nielsen charts provided to in the studies)
- Variety on a Budget
- Food Lifestyle
- Invincibles
- Image Shapers ● Chance to capitalize on promotions, discounts and other such activities. MARKETING OBJECTIVES Within a one year period from January 1 to December 31, 2021, DiGiorno should achieve a market share of 24.0% (from 22.1%) in the frozen-pizza category. This represents approximately $1.19 billion of total sales. ADVERTISING OBJECTIVES Our goals are to associate DiGiorno with a level of quality that places it above other frozen pizzas, increasing brand awareness by 10% and focusing on families and individuals who want “real” pizza they can easily and affordably cook at home. We also want to increase brand loyalty
among DiGiorno buyers by increasing the number of customers who buy more than one DiGiorno pizza each month by 15%. A theme in its advertising so far has been to frame itself as competing against delivery pizza rather than other frozen pizza. People generally see frozen pizza as being lower quality than delivery, so DiGiorno needs to separate itself from that. They should emphasize that they offer the quality of a freshly made and delivered pizza, but with the price and convenience of a pizza that can be cooked at home. 85% of frozen pizza shoppers are already aware of DiGiorno, so rather than increasing brand awareness, they must make people aware of what separates it from any other frozen pizza. TARGET AUDIENCE Demographics DiGiorno’s target audience consists of individuals primarily ranging from ages 18-30. While both male and females purchase their frozen pizzas, it appears that women are the primary target. Most consumers are Caucasian with a smaller secondary audience being African American. Psychographics Teenagers and College Students are ranked as the biggest consumers of DiGiorno. They see cost over the quality and ingredients of the food. If it can feed them or their families well at a low cost then they will purchase it. It is also all about convenience, quick and ready pizzas without all of the hassle. Lifestyles These individuals mainly are single or live with multiple people in a family household, so frozen pizza is a go to meal to feed such large families. Individuals live in homes and are likely to work full time jobs of over 30 hours a week.
MEDIA OBJECTIVES
Informed by the factors distributed in the table below, our desired frequency level is approximately 9 exposures per 4 weeks. To accommodate this relatively high frequency level, we aim for a medium reach level of approximately 50%-75%. Factors that Favor Low Frequency Factors that Favor High Frequency Brand Factors ● Established Brand ● High Brand Share ● High Brand Loyalty ● Does not specifically target old people or children ● Short Purchase Cycle ● Frequent Usage ● High Share of Voice Message Factors ● Low Message Complexity ● Product Focused Message ● Low Message Variety ● High Wearout ● Low Message Uniqueness ● New Campaign ● Small Advertising Units Media Factors ● Few Media Vehicles ● High Repeat Exposure Media ● High Clutter ● Neutral Editorial Setting ● Low Audience Attentiveness ● Pulsing Schedule
We chose a mildly pulsing continuity pattern to accommodate the relative seasonal stability of DiGiorno sales. Winter months and back to school months are DiGiorno’s best months for sales, hence we increase exposure by 25 percent throughout those periods. During these months, reach will increase from 50% to 75%, but our high frequency level of 9 exposures per 4 weeks will remain the same. During the winter and back to school months when DiGiorno seems to be the most desirable, increasing the reach will help us reach new customers, and keeping the frequency level the same will prevent overexposure. Other Goals: In America, the Northeast and Pacific regions are least likely to purchase frozen pizza and the least likely to purchase DiGiorno pizza over other brands. Compared to the entirety of the U.S, the Northeast has a CDI of 89 and a BDI of 74, and the Pacific has a CDI of 82 and a BDI of 87. To combat this, we may increase exposure in these areas, or even create region-specific creative executions. For instance, if these regions shun frozen pizza because they believe their local cuisine is superior, we may have an execution comparing DiGiorno favorably to an independent, authentic pizza restaurant.
periods. DiGiorno will target the top ten DMAs in America for most if not all Advertising possibilities. DiGiorno will have the greatest chance for a high frequency while exceeding the goal of minimum GRP’s by almost double if it goes about the plan this way. DiGiorno will use spot TV and Radio throughout this year’s advertising campaign. Through trial and error, DiGiorno was able to realize that investing the budget in multiple types of media other than broadcast then enhanced reach by a solid amount. DiGiorno realizes by increasing the media types it betters its chances of reaching different markets and bringing in even more customers to its brand. MEDIA TACTICS Media Vehicles ₋ Net TV Prime 35 units - 15 secs ₋ Net Cable Daytime 250 units-15 secs ₋ Net Cable E Fringe 150 units- 15 secs ₋ Net Cable Prime 35 units- 15 secs ₋ Net Cable L Fringe 150 units- 15 secs ₋ Spot Cable 20 units- 15 secs ₋ Spot Radio Nighttime 10 units- 30 secs Digital ₋ Mobile- 681 units ₋ Social-679 units As mentioned in Media Memo #2, “Target Audience and Objectives,” the Northeast and Pacific regions of America comprise the two consumer populations that are the most unlikely to purchase frozen pizza and are similarly unlikely to choose DiGiorno over other brands. Rather
than devoting an disproportionally large percentage of the media budget to these regions, we will build brand loyalty through trade promotions in the less densely populated locations (I.e Idaho and Utah) and direct marketing in the more densely populated locations (New York, California). Trade promotions with grocers in rural areas will ensure that local populations are exposed to DiGiorno products (as they have fewer options to choose from shopping-wise), and direct marketing in populous cities will ensure that DiGiorno’s efforts are recognized on social media. For instance, a kiosk providing free samples in New York City claiming that DiGiorno pizza is comparable in quality to authentic NYC pizza would not be ignored by Facebook. MEDIA FLOWCHART
consumers searching our media. If a consumer searches our tv spots or social media posts on Google, then we will be alerted of this, and will be able to keep track of how many searches we get. This goes alongside “Google Analytics” as well. The more we monitor and measure the impact of our media plan, the better we can understand what we need to do to make changes if necessary.
