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Introduction

In the past ten years, there has been a large push for food to be healthy and produced organically.

This demand continues to grow as more consumers desire healthier options and companies

comply. Justin’s has been producing organic, healthier and locally sourced nut products. Primary

and secondary research shows that mothers, aged 25-50, more than any other group of people,

are buying the food for their household. According to primary research, these women often look

for alternatives to keep food fun and their families healthy.

In order to increase Justin’s penetration among mothers and their families, the media plan works

to grow brand awareness year round on the company's diverse and organic products, pushing

Justin’s more around the beginning of the school year. The vehicles that will be used to reach the

target will be magazines (Women’s Health and Bon Appetit), Google AdWords, Social Media

interactions (Facebook), In store advertising and sponsorships on the Food Network Channel.

This media plan will utilize all of the $1 million available. The magazine ads will get most of the

budget using 51.42%, Google AdWords and Facebook will each be provided 10% of the budget,

in store advertising will receive 12% of the budget and lastly the Food Network Channel

sponsorship will receive the remaining 16.58% of the budget.

In order to a get a better scope of the nut butter industry, it is important to have an understanding

of the Justin’s corporation.

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Company/ Brand Information

Justin’s is an independently owned company headquartered in Boulder Colorado, specializing in

organic and healthy nut butters. They offer many flavor varieties including classic almond and

peanut butter, chocolate hazelnut, Honey almond and peanut, and Vanilla almond. Justin’s is

perceived as a higher end brand and their prices reflect that perception. A 16 oz Jar of Classic

peanut butter is $6.95 but they offer smaller 1.15 oz squeeze packs of all their flavors for about

$1. Their fancier flavors are a bit pricer. A 16 oz Jar of Maple Almond butter (Justin’s favorite

flavor) is $14 and a 1.15 oz pack is $1.60. They also sell Peanut Butter Cups ($2.49 for a 2

pack).

Justin’s Peanut Butter started in 2004 when Justin Gold, a vegetarian living off nut butter as a

main source of protein realized that normal nut butters just weren't cutting it for his active

lifestyle. He wanted a healthier option so started making his own peanut butter in his 20’s. He

wrote his name on the mason jars he made his nut butter in, to stop his roommates from sneaking

tastes. Persuaded by his friends and relatives, Justin started selling peanut butter at his local

farmers market, and eventually moved into local retailers. In 2006, Justin came up with the idea

to create individual squeeze packs of his nut butter, as a healthy and protein packed alternative to

other power bars in the market. In 2007, the rocky mountain local branch of whole foods started

selling Justin’s Nut Butter, which made sales skyrocket. Justin’s rebranded in 2009 showing the

sleek new packaging seen today. Since then, Justin’s has created a chocolate nut butter and a

peanut butter cup option. Now Justin’s can be found in almost every grocery store.

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Since the start Justin’s has been positioned as an organic and locally sourced alternatives to other

peanut butter and spreadable food items. In the past there has been no substantial advertising of

their brand they thrive on word of mouth and letting their high quality ingredients speak for

itself.

Justin’s is ranked 15 in the 500 fastest growing companies in the Food and Beverage category

the last 2 years . Justin Gold has been recognized as Entrepreneur of the Year by Earnst and 1

Young.

1 "Company Story." Justins - About Us. Justin’s, n.d. Web. 3 May 2016.

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Industry Information: Category Trends

The nut butter industry has seen tremendous growth recently, with increased attention being paid

by consumers to nutrition and new innovations in the spreadable butters category. What was

once just the peanut butter industry has been expanded due to the production of cashew butter,

almond butter, and flavored spreads like Nutella. Overall, from 2010 to 2015 the industry has

grown at an impressive 7.1% annual rate . 2

Peanut butter has been an appealing snack for its convenience, taste, and healthiness. The latter

has become a focus for the players in the industry, as consumers increasingly value the

nutritional qualities of snack items. Nut butters are a delicious way to fuel up for the day, and the

popularity of almond and cashew butter has diversified the industry, making the innovators much

more profitable and replacing the laggards with new, health-conscious brands . 3

But the diversity does not stop at flavors. The increasing interest in cross-category appeal has

seen spreads and snack items become catalysts in what was once an industry for only peanut

butter . According to Mintel, “sales in the nut-based spreads and sweet spreads category will 4

increase 65% from 2013-18 to reach sales of $6.5 billion in 2018...The perception of peanut

butter as a kid’s food has slowly eroded as the category has shown more functionality, as both an

2 Peanut Butter Production in the US. (2015) (IBISWorld Industry Report OD4630). Retrieved from IBISWorld Industry Market Research 3 "Peanut Butter Goes Nutty.” Food Business News. Food Business News, n.d. Web. 5 May 2016. 4 "Sweet Spread Category Poised for Growth." Progressive Grocer. N.p., 03 Apr. 2014. Web.

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ingredient and a snack.” Clearly, this is an industry embracing change in more than one way,

which makes it all the more interesting.

Once particular brand known for its appeal in the category is Nutella. Its 34% growth from 2008

to 2013 is a major reason for the rise in revenue for sweet spreads. More and more brands are

taking note of Nutella’s strategy in tapping into multiple categories at once (spreads, butters,

snacks, etc.) and developing their own snacking products . 5

Even in snacking, health remains a driver of demand. Mintel states that “55% of consumers wish

there were more nut–based and sweet spreads that offered health benefits, such as added

vitamins or antioxidants, while nearly half (47%) prefer spreads with health claims over

traditional varieties.” These numbers have only been increasing in recent years. So, while

nutritional content is a leading determinant of sales in the nut butter category, it will only

become more important in the future, as those brands best able to combine convenience, taste,

and health benefits will define the industry.

5 Peanut Butter Production in the US. (2015) (IBISWorld Industry Report OD4630). Retrieved from IBISWorld Industry Market Research

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Competitor Information

When analyzing the possible opportunities for growth within a niche market, it is important to

note how the competition is doing as well. The direct competition for Justin’s includes any other

brand of peanut butter that is currently on the market. This would include organic peanut butter

brands such as Whole Foods 365 or Trader Joe’s. Other direct competition includes national

brands such as Jif, Skippy, Nut’N Better, and Peter Pan. Indirect competitors include peanut

butter substitutes (Healthy SoyNut Butter), other types of spreads (Smucker’s jelly, Nutella) and

other snack brands, especially ones containing peanut butter in their ingredients (such as Reese’s

or CLIF granola bars). Right now, the current rankings of most peanut butter sold per year are as

follows: Jif, Skippy, Peter Pan . 6

In terms of sweet spreads, nut butters makeup over 50% of the market. Jams, jellies, and

preserves make up about 38% and honey makes up about 12%. J.M. Smucker’s holds a

staggering 38% of the Peanut Butter market share, with Unilever (Skippy Peanut Butter) holding

23% and ConAgra at 18% . Smucker (“With a name like Smucker’s, it has to be good”) and Jif 7

(“Choosy mothers choose Jif”) have two of the longest-running taglines in advertising. Jif gives

the company–which already dominates the jams and jellies category with a 41% share– a leading

38% of the peanut butter market . Since Jif and Skippy are the leading brands in an oligopoly 8

6 http://whatsthesitch.com/the-american-pb-market.html 7 "Peanut Butter." Smuckers. N.p., n.d. Web. 05 May 2016. 8 Wells, Melanie. "The Perfect Combo." Forbes. Forbes Magazine, n.d. Web. 05 May 2016.

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market, looking at their sales statistics and strategies from past campaigns may give some insight

into how Justin’s Peanut Butter could better market itself.

The biggest competitor is Jif. Jif has been around since 1958 under the J.M. Smucker company

which owns an array of other food product brands including Smucker’s jam, Crisco, Folger’s

coffee, Pillsbury, Dunkin Donuts, and more. Jif has been most famous for its “choosy moms”

campaign, which successfully put the brand at the top of the ranks by positioning the product as

the #1 peanut butter choice for mothers . A huge reason for the brand’s advertising success was 9

channeling the fact that Jif was the best for “picky” moms, addressing a psychographic which

other peanut butter brands had not effectively targeted. In addition to its effective marketing, the

brand has introduced a variety of additional products since its beginning, with everything from

Jif Extra Crunchy, Simply Jif, Jif Reduced Fat, Jif Natural, Jif Omega-3, and Jif To Go. This

type of variety really shows that the brand has been able to expand and cater to different

consumer preferences. According to the 2015 Financial Report, “Jif holds the #1 position in the

peanut butter category with a 46 percent dollar share of the market – more than twice that of the

nearest branded competitor . Smucker’s is also the brand leader in fruit spreads with a 44 10

percent dollar share, far surpassing the closest branded competitor.” Additionally, Jif products

made up 37% of net sales in the J.M. Smucker’s company in 2015. “U.S. Retail Consumer Foods

achieved $2.1 billion in net sales and record segment profit of $432.9 million. The key

back-to-school and holiday periods were among the most successful in our Company’s history,

driven by the strength of Smucker’s, Jif, Crisco®, and Smucker’s Uncrustables brands.” In 11

9 Smucker’s 2015 Annual Report 10 Smucker’s 2015 Annual Report 11 Smucker’s 2015 Annual Report

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terms of media spending, Smucker laid out just $8 million last year, according to Competitive

Media Reporting. Next year it will spend up to $30 million. But that’s only 2.3% of sales, which,

analysts predict, will double after the deal to $1.3 billion. Net income, meanwhile, is expected to

triple to $100 million . 12

12 Wells, Melanie. "The Perfect Combo." Forbes. Forbes Magazine, n.d. Web. 05 May 2016.

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External Information: Trends Influencing the Industry

Currently there are several trends in the industry that may have an impact on the peanut butter

category. These trends fall into three categories, which are economic, cultural and social. The

trends and the impact that they can have on the brand are as follows.

According to Forbes, income growth has improved and should continue to grow as labor markets

strengthen. Because of this consumers should have room to spend more due to lower energy

costs . The per capita disposable income already began increasing in 2015, creating a potential 13

opportunity for the industry. According to IBISWorld peanut butter is considered a discretionary

purchase and many consumers consider it to be an essential household item. The demand for the

product, generally, is not susceptible to changes in consumer spending; however, when

consumers experience a rise in their disposable income, they are more likely to spend on higher

end peanut butter products. The impact that this will have on the brand is precisely what the

IBISWorld article stated. Since Justin’s is a high-priced peanut butter in a time when people are

making money and have money to spend they will be much more willing to buy a high priced

product over the lower priced one . 14

13 McCain, B. (2016, January 3). Five Key Economic Trends To Watch In 2016. Retrieved March 14, 2016, from http://www.forbes.com/sites/brucemccain/2016/01/03/five-key- economic-trends-to-watch-in-2016/#43496bc75f17 14 Peanut Butter Production in the US. (2015) (IBISWorld Industry Report OD4630).Retrieved from IBISWorld Industry Market Research

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Socially and culturally there are several trends that will have an impact on the peanut butter

industry. They are as follows:

o Organic Growth for Clear Label: “Clear label” established itself as a key trend in

2015, with greater transparency and the focus on simpler products with fewer artificial

additives taking “clean label” to the next level . 15

o Non-GMO-fed verified products: As shoppers demand more transparency in their

food, the non-GMO movement will continue to gain momentum . 16

o Free From For All: Many consumers don’t actually need products that are free from

gluten, wheat and dairy, but are demanding them anyway, as they believe them to be

healthier. Industry has little choice but to respond and the recent surge in mainstream

gluten free products has been incredible . 17

These three trends show that, currently, consumers are really thinking about what goes into the

foods that they eat and it will help them decide on which product to pick. Consumers, nowadays,

are very conscious about what they eat and want foods that contain ingredients that are good for

them. Brands with gluten, GMOs or artificial additives will start to be overlooked for brands that

do not contain gluten, GMOs or artificial additives. When looking at these trends Justin’s sits in

15 Top Ten Trends for 2016: “Clean Eating” Trend Inspires a Back to Basics Approach.(2015, November 17). Retrieved March 14, 2016, from http://www.foodingredientsfirst.com/news/Top-Ten-Trends-for-2016- Clean-Eating-Trend-Inspires-a-Back-to-Basics-Approach.html 16 Burkhart, L. (2015, December 21). Newsroom. Retrieved March 14, 2016, from http://media.wholefoodsmarket.com/news/whole-foods-market-experts- forecast-top-10-food-trends-for-2016 17 Top Ten Trends for 2016: “Clean Eating” Trend Inspires a Back to Basics Approach.(2015, November 17). Retrieved March 14, 2016, from http://www.foodingredientsfirst.com/news/Top-Ten-Trends-for-2016- Clean-Eating-Trend-Inspires-a-Back-to-Basics-Approach.html

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a very good spot. Justin’s products are GMO-free, kosher, dairy-free and gluten-free. They also

have some products that are sugar-free, salt-free and most of their products are vegan.

All of the trends listed above have the potential to impact the brand positively. Justin’s Peanut

Butter is more expensive than normal but with the per capita disposable income rising the ability

for consumers who normally would not purchase a more expensive peanut butter is also rising.

With consumers looking closely at what goes into their products Justin’s is in a very good

position. Justin’s products contain the ingredients that consumers desire and they do not use the

ones that consumers want to stay away from. After taking a moment to look at the trends outside

of the peanut butter industry we will be going back to the brand and looking at their current

consumers.

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Consumer Information

According to MRI data, women are far more likely to use peanut butter than men. Primary and

secondary research confirms that information stating that women hold great purchasing power in

the family. The typical peanut butter consumer is also likely to have graduated college and is

between the age of 18-34. Most of these consumers are white and hold careers in sales and make

between $75,000-$149,000 annually. Most peanut butter users are married. Concerning children,

users who are younger than six and between 12-17 hold a comparable majority. Concerning

media, users spend most of their time watching TV.

The target audience can be described as well-off, organic-minded moms aged 25-50. Mom have

an incredible percentage of purchasing power. Mainly, Justin’s is looking to target moms in

coastal cities as these locations have the largest growth potential.

According to VALS, peanut butter users fall under the Innovator segment, . They are hungry for

more information about how they can improve their health and the environment that they live in.

They are skeptical of advertising only because they value truth, honesty and goodness. They

believe in science and are receptive to new ideas and technologies. A Justin’s consumer values

the healthy and organic approach on this food classic.

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Less 25% of the target audience is aware that Justin’s exists. However, more than 75% of the

target audience is interested in healthy and organic snack options. Therefore, this proves that

Justin’s is positioned to do well in this market if its brand awareness increases. Peanut Butter is

seen as a discretionary purchase and most feel that it is an essential household item. Generally,

peanut butter is not affected by consumer spending. However, when consumers have a rise in

income they tend to spend more on high-end peanut butters.

Geographical Emphasis

Justin’s is widely available at grocery stores. According to MRI data, there is an overwhelming

number of consumers who live in the South. As a whole, the region uses peanut butter more than

any other in the US. This may be due to the fact that they are living in larger and more

established homes. Primary research suggests that people value consuming healthy and organic

products and are willing to pay more for the assurance. Justin’s goal at this time should be to

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spread brand awareness to those consumers that are looking for products that either improve or

continue to sustain their healthier lifestyles.

The two primary target regions for the plansbook are discussed in more detail in the Media Plan

section. These regions are the East Coast, where Justin’s looks to increase market share, and the

West Coast, where Justin’s looks to maintain its large market share. By targeting these regions in

this way, Justin’s will have a balanced and focused effort to achieve the campaign objectives.

Seasonality and Timing

Research shows that there is an emphasis on purchasing peanut butter in the fall months. This is

likely because of the back-to-school season, many people are purchasing peanut butter in order

to make easy lunches. There is also a spike in purchasing around the holidays because of holiday

recipes that require peanut butter. There is less purchasing of peanut butter in the spring and

summer.

Consumer and the Consumer Decision Process

In most standard households, it is common for the mother to be making purchasing decisions

when it comes to food. Moms are usually the ones cooking for families, preparing meals, and

choosing which products to pick out at the grocery store as a result. Additionally, moms tend to

look for the best options when it comes to health, nutrition, and overall value for their families.

However, when consumers find a product they like, they develop purchasing habits and are less

likely to branch out and try new ones. Repeat purchases become a staple and a routine.

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Additionally, when consumers head to the store to do grocery shopping, many of them have

shopping lists with items they need to buy . Rarely though do those lists include a specific 18

brand. While price of the product plays a huge role in determining the purchase decision, how

well the product is advertised is a huge factor as well. For example, consumers are more likely to

purchase items that have been strategically placed in easy-to-find shelf spots or catchy store

displays . 19

Decision Process

The following is an outline of the ideal consumer decision process for Justin’s brand as outlined

by textbook author Helen Katz : 20

1. Need- The consumer realizes their household is out of peanut butter.

2. Awareness- The consumer becomes familiar with the Justin’s brand through word of

mouth, in-store trial, or traditional advertising.

3. Preference- The consumer is aware of several different brands of peanut butter and

becomes partial to Justin’s, buying it more often than others.

4. Search- The consumer goes to the store and looks for Justin’s.

5. Selection- The consumer picks up the Justin’s jar and places it in their shopping cart.

6. Purchase- The consumer goes to check-out and pays for the product.

7. Use- The consumer makes sandwiches using Justin’s and eats it on their food or straight

out of the jar.

18 "Behind Consumer Purchasing Decisions." KOR Food Innovation. N.p., 24 Feb. 2014. Web. 05 May 2016. 19 "Behind Consumer Purchasing Decisions." KOR Food Innovation. N.p., 24 Feb. 2014. Web. 05 May 2016. 20Katz, Helen (2014), The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research and Buying, Pages 15-17, Fifth Edition, Routledge: Taylor and Francis, New York: ISBN 978-0-415-85671-3.

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8. Satisfaction- The consumer likes Justin’s peanut butter because it is tasty, nutritious, and

organic.

SWOT Analysis

In order to accurately assess in which ways the Justin’s brand can continue to grow in the future,

it is important to analyze the strengths, weaknesses, opportunities, and threats of the company.

According to secondary research, Justin’s is perceived as being in the “upper echelon” of food

products, having a competitive edge with its organic and all-natural products. This often appeals

to an audience who has more expendable income to use on high-quality products. However,

since Justin’s is slightly more expensive than the leading peanut butter brands, and exists in an

already saturated market, it could be difficult for the brand to emerge out of the “murky middle”

of options. In addition to this, being a smaller, independently owned company with very limited

global exposure poses a few challenges when it comes to competition. In order to overcome the

threats that are posed by having a smaller following and less brand loyalty than leading

companies, Justin’s can maximize their opportunities by taking advantage of social media

platforms, targeting central regions of the United States, and capitalizing on recent health and

fitness trends that have been sweeping the nation . 21

21 Information was derived from external and industry trends.

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17

Target Audience

The target audience can be described as well-off,

organic-minded moms aged 25-50. Mom have an

incredible percentage of purchasing power. Mainly,

Justin’s is looking to target moms in coastal cities as

these locations have the largest growth potential.

According to VALS, peanut butter users fall under

the Innovator segment, . They are hungry for more

information about how they can improve their health

and the environment that they live in. They are

skeptical of advertising only because they value truth, honesty and goodness. They believe in

science and are receptive to new ideas and technologies. A Justin’s consumer values the healthy

and organic approach on this food classic . 22

These upscale active moms and housewives wake up early to take their dogs on a morning walk.

After, they will personally prepare a healthy lunch for their kids before sending them off to

school. They are very involved her in their kids’ school and extracurricular activities. They will

seek out local farmers markets and food co-ops to gather ingredients for the family dinner that

night. To stay fit, they participate in yoga and running. They are almost always the host for

gatherings as they take great pride in their households . 23

22 MRI+ MediaMark. Fall 2014 Product Report. Household Products - Food Products: Peanut Butter & Other Nut Spreads (Original). Retrieved March 06, 2016, from MRI+ MediaMark. 23VALS™ | VALS™ Survey | SBI." Home | Strategic Business Insights. N.p., n.d. Web. 06 Mar. 2016.

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Media Plan

This section will be used to discuss the proposed strategy and tactics for Justin’s to achieve the

following goals:

● Engage 20-50 year old women at key touch points in their day when they are most

receptive to brand messages.

● Encourage purchases from new customers

● Drive traffic from new visitors to Justin’s website

● Increase in-store and online purchases with a focus on a majority of them being in-store

Through the media mix, this plan should reach the consumers when they are most receptive. It

covers a range of different media in which consumers can be reached. All of the media is heavily

used by the target. There are two online vehicles (Adwords and Facebook sponsored posts), print

(Women’s Health and Bon Appetit 1/3 page ads),in-person (grocery store samplings) and

Television sponsorships. These media vehicles allow for the brand to reach the target most often

and when they are most receptive to the brand messages. Using this media mix, it also allows for

the brand message to reach the target at different points in their day.

Media Categories

● Internet

● National Television

● National Magazine

● National In Store

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Media Vehicles

● Magazines (Women’s Health & Bon Appetit)

● AdWords

● Facebook

● In Store Advertising, Free Samples, Giveaway

● Food Network Channel Sponsorships

The magazines were chosen based on the MRI data found. The data showed that the target

(25-50 year old women) were more likely to read magazines. Once this information was found,

the types of magazines were then chosen. Women’s Health and Bon Appetit were two well-read

magazines by this target, allowing for the advertisement to reach them through placements there.

Women are 74.6% more likely to read Bon Appetit. This is also a magazine whose readership has

a median household income of $91,378 and 60.1% are married. Women, in our target, are 58% 24

more likely to read Women’s Health, 46% of them are married and 44% have children. $2% of

them also have a household income of $75,000+. 25

AdWords will be effective because the target is mothers. They tend to look online for new and

health food/snack options for their family. AdWords allows for the use of keywords that they

would search to help Justin’s inform them about the product.

24 2016 Condenast Media Kit http://www.condenast.com/brands/bon-appetit/media-kit/print/rates 25 2016 Womens Health Media Kit http://www.womenshealthmag.com/sites/womenshealthmag.com/files/mediakit_2016_16_ad_rates.pdf

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The purpose of using Facebook is to get engage within the social media sphere with product

content. The target is active on social media so increasing the presence of the brand there allows

for Justin’s to reach them and interact with them.

Using in store advertising, giveaways and free samples allows for the brand to be close with the

consumers at the point of purchase. Being where the consumer shops allows for the brand to be

in the mind of the consumer while they are shopping. The free samples and advertising allows

for them to not only learn about the product but also test it before they buy it.

Food Network sponsorships provide the brand an opportunity to be in front of the users while

they watch their favorite cooking shows. The Food Network Channel is heavily watched by the

target so the use of product placement allows for them to see the product as well as see ways in

which it could be used for snacks and meals.

Justin’s employee Chris Mauze provided raw BDI and CDI data. The data provided support and

a rationale for targeting the West Coast to maintain Justin’s market share and the East Coast to

expand market share.

In general, Justin’s does well in so-called “Natural Channels” in the West. This includes

Northern California, which has a CDI of 208 and a BDI of 149. Similarly, the Northwestern US

as a region has a CDI of 227 and a BDI of 210 with Justin’s. In these areas where the BDI and

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CDI are both high, the brand does well and should continue to do well. Cities with already high

CDI and BDI include Seattle (201/228) and San Francisco (153/272). So, this plan focuses on the

West Coast to maintain the market share Justin’s has, which is between 10% and 15%.

Furthermore, the East Coast is an area of opportunity for the company. The Northeastern US has

a CDI of 110 and a BDI of 63. Since both are low and the BDI is even lower, Justin’s has a great

chance at becoming a major player in the market there. Their share of market is currently low, at

just 8%. Specifically, in the city of Boston, MA, it is as low as 6%. That city is also

representative of the region as a whole because it’s BDI (167) is much lower than its CDI (219),

again showing why the East Coast is a target for growth of the Justin’s brand.

The Schedule for the campaign is spread throughout the year starting with Magazine ads in

Women’s health and Bon Appetit in the beginning of the year. The target market commonly goes

on a health kick after the start of the new year so this plan will take advantage of new year’s

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resolutions and advertise Justin’s with 3 1/3 page ads in each magazine. Then in the spring the

target market is becoming more active in the outdoors and will interact with in-store samplings

of Justin’s portable nut butter packets. There will also be in-store sampling during the back to

school season when mothers are planning on what they will pack their children’s lunch bags. In

the fall and winter months there are sponsorships with popular TV shows on The Food Network

who the target market will be watching when they are looking for holiday recipes. Adwords and

facebook advertising will be utilized year round to insure that awareness of Justin’s is retained.

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Media Cost Impressions

Magazines $514,245 23.8 Mil

AdWords $100,000 2.3 Mil

Facebook $100,000 150,000

In-Store $120,000 170,000

Food Network

Sponsorship

$165,755 1.12 Mil per

placement

Total $1,000,000 ~27,540,000

Magazine placements are :

· Women’s Health - 3 x ⅓ page bleed ads $280,680 (19.3 Mil impressions)

· Bon Appetit - 3 x ⅓ page bleed ads $233,565 (4.5 Mil impressions)

To evaluate our goals of increasing brand awareness by 10% within one calendar year, increase

net revenue by 5%, increase market share along the coast by 3%, Reach 45% of women aged

25-50 in US coastal cities an average of number of 3 times each six months of the year and

maintain a minimum base level of 30% reach with a monthly frequency of 3 or better among

women aged 25-50 in US coastal cities during the off-peak months of January, February, July &

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August several methods will be used. First, to measure awareness a survey will be sent out after

the campaign is done and this will be used to see where, in consumer’s heads, Justin’s is now

compared to where Justin’s was at the beginning of this campaign. The revenue will be measured

by comparing what the net revenue was before the campaign and where it is when the campaign

ends. Finally to measure market share along the coast the previous years market share will be

compared against the market share at the end of the campaign. BDI and CDI will also be looked

at once the campaign ends to see where Justin’s now is at in those markets.

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Summary

Justin’s nut butter brand was chosen for analysis because of their lesser known, underdog

persona and because there is a lot of opportunity for growth within a niche market. With the

health and nutrition trend growing in America, Justin’s has the ability to move into this new

market and make a bigger name for itself.

The target market for Justin’s nut butter brand is upper-middle class, health-conscious moms.

They hold a large amount of purchasing power and are often the decision-makers of the

household. They are concerned with their family’s well-being and go out of their way to make

sure they are consuming high-quality products, making them more likely to pick Justin’s organic

options.

This report looks deeply into industry trends, consumer habits and preferences, and the history

and past success of Justin’s brand in order to create a comprehensive campaign and media plan

for the company to use. Through in-store trials, Google Adwords, social media use, magazines,

and Food Network sponsorships, this campaign aims to reach the target audience throughout the

day when they are most receptive.

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Appendix

Survey:

The demographics of our participants are females aged 25-50 with a median household

income over $75,000. Our participants are primarily white and from the midwest.

Psychographically, everyone leads an active lifestyle. Only 25% of participants had used Justin’s

before. They were surveyed through qualtrics surveys sent via e-mail. We surveyed 44 people.

Through this survey, we were trying to gauge where Justin’s was positioned in the mind of these

consumers and how important were the values of the company to the people buying it . 26

26 Survey Link:https://www.surveymonkey.com/r/XSMH9KB

27

28

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Since the target is moms 25-50 years old running interviews on campus was not feasible so

interviews were conducted elsewhere. The interviews were done in order to see where the target

is currently at in terms of food purchasing, specifically peanut butter. Those interviewed ranged

in ages from 27-41 years old and all of them had children who ranged in ages from 2-16 years

old . Two of these interviews were done over the phone, there was one that was done over skype

and three that were conducted in person. The interviews were very casual and were meant to get

a feel for the consumer, their shopping process and peanut butter.

Some common themes seen throughout the interviews were:

● Their lives revolve around their children

● They like searching for new things in their free time

● They are social

These mothers had disposable income to spend on pricier foods shopped at stores such as

Mariano's, Trader Joe’s, Jewel Osco or Whole Foods. Since they all have busy days they try to

get in and out of the grocery store as quick as possible so they can get the rest of their errands

done. All said they always have at least one jar of peanut butter in their house and normally send

their children to school with a PB & J at least twice a week. They tended to be brand loyal to

most products because they said it makes them more efficient products and with some of their

children being picky eaters it just makes it easier for them to feed them. They did say however

that they like to try new products which mostly revolve around trying to be more

health-conscious.

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Once it was figured out how they shopped the interview then turned to figuring out the different

types of media that they use. They were big magazine users, liked to watch television to unwind

and surf the internet for new recipes and trends. These moms were big Facebook users sharing

their passions and family with their friends. They post a lot about food articles, healthy options

and working out.

Through these interviews the key insights that were found were that these mothers are very

impressionable and are willingly to try new things such as health options for their children and

trying out the newest trends. They enjoy being social and pass along both good and bad reviews

to their friends and other mothers.

Collaborative Work Effort: Yes

Extra Credit: Yes the rubric was extremely helpful for working on this assignment to see what

was specifically required and make sure that we were not missing anything.

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