I mean who didn't love Lunchables as a kid. C'mon let's be real. And who doesn't like coming up with a budget plan for Kraft Lunchables either? Ok...maybe not everyone likes that. But let me show you how much I did!
My Contributions: I played the role of team manager in this assignment. I delegated assignments to team members and constructed the entire presentation to our client. I made the media plan and played the role as account planner as well, making sure our product was going to reach the right audience.
Findings: Lunchables aren't just for kids, they're for moms too! An easy and healthy lunch for your kids? Who can resist? Some of the best ways to reach both of these audiences is through TV, magazine, radio, and mobile in the 4th quarter during school when life starts to get busy.
To make a long story short: We did all the calculations for what the media should cost in 5 different market: Houston, Texas; Dallas-Fort Worth, Texas; Phoenix-Mesa-Glendale, Arizona; Salt Lake City, Utah; & Raleigh-Durham, NC.
Magazines:
Since we’re targeting our kids mostly with television, we are targeting our mother’s in magazines.
Parenting: 4-Color Full-Page ad: $209,910
Better Homes & Gardens: 4-Color Full-Page ad: $626,500
Working Mother: 4-Color Full-Page ad: $68,440
Total: $904,850
Mobile Adverting:
Estimated $6 CPM (Cost per thousand)
Houston=$42,830
Dallas, Fort Worth=$46,869
Phoenix, Mesa, Glendale=$33,577
Salt Lake City=$19,713
Raleigh-Durham=$19,552
Total: $162,541
Television:
Early Morning (all markets with 20% GRP's): $147,000
Daytime (all markets 80% GRP's): $806,400
Total: $953,400
Radio:
Morning Drive (all markets with 40% GRP's): $459,840
Afternoon Drive (all markets with 40% GRP's): $369,360
Weekend (all markets with 20% GRP's): $824,40
Total: $911,640
Final numbers for all media:
Houston=$633,230
Dallas, Fort Worth=$638,589
Phoenix, Mesa, Glendale=$416,497
Salt Lake City= $145,920
Raleigh Durham= $157,792
Magazine= $904,850
GRAND TOTAL: $2,896,878
Results: A successful budget plan for Kraft Lunchables for when and where it would be beneficial to advertise.
The purpose of this campaign was for my media planning class, not an actual client.
