Developed for CAP 210: Fundamentals of Advertising

By Lori Conerly

Grand Valley State University, Fall 2014

Table of Contents

Executive Summary……………………………………………………………………………………………………3

Overview………………………………………………………………………………………………………………………3

Situational Analysis…………………………………………………………………………………………………..…4

Goals and Objectives…………………………………………………………………………………………………5

Key Insights…………………………………………………………………………………………………….…5

Key Idea…………………………………………………………………………………………………………….5

Measurable Goals……………………………………………………………………………………………5

Website and Social Media…………………………………………………………………………..……………6

Competition…………………………………………………………………………..…………………………………..…6

Target Audience…………………………………………………………………………………………….……………7

Value Proposition…………………………………………………………………………..……………………………8

Creative Brief…………………………………………………………………………..………………………..…………9

Media Plan…………………………………………………………………………..………………………………..……11

Media Mix…………………………………………………………………………..……………………….……11

Seasonality and Scheduling…………………………………………….……………..……………12

Geographic Focus…………………………………………………………………………..…..…………12

Gantt Chart…………………………………………………………………………..…………………..….…13

Promotional Plan…………………………………………………………………………..…………………………..14

Social Media……………………………………………………………………………………………………14

Outdoor…………………………………………………………………………..……………………….………15

Out-of-Home………………………………………………………………………………….…..……………16

Google AdWords……………………..……………………………………………………….……………19

Conclusion…………………………………………………………………………………………………….……………19

Executive Summary

The following report details a plan to implement promotions for the Quick Chef

grill. Quick Chef, previously known as the Palate Smart Grill, is a specialized

cooking appliance that uses advanced precision software to create gourmet,

restaurant-like meals. The market for personal kitchen grills is fairly small. The

Quick Chef’s precision technology allows opportunity for the product to dominate

the market over its leading competitor, the George Foreman Grill. To increase

focus and effectiveness, a target audience has been aligned with the product.

Also, the concept of a “general customer” was created for more detail. A creative

brief and media plan have been created to outline the goals and objectives of the

campaign. Scheduling has also been outline to attribute appropriate promotions.

This campaign will increase awareness of Quick Chef to the designated target

audience.

Overview

The Quick Chef allows for simplicity in cooking. With a one touch set up process,

it’s powerful software and advanced sensors automatically adjust the cooking

profile to give perfect results. Its technology functionality ranges from completing

simple tasks like frying an egg, all the way to preparing a delectable steak.

Preparing a meal, but in the midst of cleaning the house before guests arrive? No

worries! The Quick Chef is designed to fit hectic lives. It holds food at exact

quality, and allows you to eat when you’re ready. The precision-cooking

technology allows the consumer to become a chef in the comfort of their own

homes.

Situational Analysis

Managing life and all its’ curveballs becomes extremely hectic. After a long day of

work, the last thing someone wants to have to worry about is preparing an

elaborate dinner. How would it feel to begin dinner with the push of button? Kick

off your shoes, find a movie, and wait while Quick Chef prepares dinner for you!

The makers of Quick Chef have incorporated precision technology to prepare

restaurant quality meals in the comfort of the consumer’s home. Unlike

traditional cooking, food cannot overcook or undercook. The Quick Chef

distinguishes the difference between rare and medium rare. It can also perform

other tasks with ease such as browning onions without burning them, even if the

cook turns away to focus on other things. The Quick Chef transforms a 2 hour

cooking time into 45 minutes! On nights when the kids need help with homework,

or work has to be taken home from the office the Quick Chef is perfect. It

eliminates the tedious job of preparing dinner and permits more time for other

tasks to be completed or for a period of relaxation. Essentially, the Quick Chef

allows for more stability in one’s hectic lifestyle.

Goals & Objectives

Key Insights

Brad is a 28 year old bachelor. He lives a fast-paced city life in New York City as an

investment banker. His day is crammed with business meetings and paperwork,

with very little time left for leisure. When the night winds down he’s starving from

a long day at work, but has no energy to prepare a full dinner. He craves

restaurant quality food, but doesn’t always have the time to sit and enjoy the

meal at a restaurant. He desires the product that will allow him to sit back with a

bottle of wine and overlook the day’s work while dinner is being prepared;

something like having a wife, without actually having a wife. He understands the

value and need for products like Quick Chef, to simplify one of the day’s tasks.

Key Idea

The Quick Chef allows for quick, gourmet meals with the push of a button. Its

precision-technology recreates restaurant quality food in the comfort of the

consumer’s home. “Life is hectic. Let dinner be easy.”

Measurable Goals

Awareness and campaign effectiveness can be measured by positive mentions of

Quick Chef on social media and in the press. A 30% increase in awareness,

compared to the previous year, would show a substantial amount of growth for

the product.

A Facebook, Twitter, and Instagram for Quick Chef are necessary and must be

created in order to reach the target audience. To show progress, 500 Facebook

likes, 300 twitter follows, and 250 Instagram likes should be gained.

Consumers should feel as though they are eliminating the “work” of cooking with

the Quick Chef.

Website & Social Media Accounts

Website: www.quickchef.com

Facebook: www.facebook.com/quickchef

Twitter: www.twitter.com/quickchef

Instagram: www.instagram.com/quickchef

Competition

Direct

The George Foreman Grill

Indirect

Kitchen appliances (stoves, microwave ovens, etc.), outdoor grills

Target Audience:

Demographics

The target audience is working class males, ages 25-37, living in large

metropolitan areas, college or graduate students; Income ranging between

middle, upper middle ($35,000-$52,000) and upper class ($52,000-over

$100,000).

Psychographics

The target audience is single and lives a fast-paced, on-the-go lifestyle, and enjoys

relaxation as the day ends. The target audience can be considered the “High

Expectationist”; materialistic, acquisitive, charismatic, and attracted to product

uniqueness and packaging.

First Person Statement: Meet Brad!

I am a 28 year old bachelor who works as an investment banker in New York City.

I drive a 2013 Ford Mustang. I work hard during the week, and play harder during

the weekends. I live in a two-story loft with my Boston terrier, King. When I’m not

at the office, I’m usually out of the house getting into some new adventure and

never seem to have the time to prepare a home cooked meal. There is not

enough time in the day for me to work and prepare a sufficient meal. It would be

a dream to be able to come home from work, and have dinner ready within 20

minutes. Of course this has only been a dream of mine. I’m not the best chef, so I

would prefer a cooking appliance that did all of the work to be honest. I’ll stick to

the work in the office!

Value proposition

Functional Benefits

Cooks food exactly as requested (precision-temperature)

Holds food at specific temperature once it is done cooking

Can cook anything from vegetables, to steak, to salmon

Quick cooking process

Easily maintained/cleaned

Small storage space

Emotional Benefits

Eliminates the stress of preparing a full meal

Creative Brief

Date: December 8, 2014

Project: Quick Chef

Consultant(s): Lori Conerly

Core Message:

The Quick Chef will eliminate the inconvenience of long cooking times for the

busy consumer by taking the work out of cooking.

Perceptions:

Brand

The product will make the consumer’s life easier; it is quick and simple enough for

anyone to operate (2-step process); it can cook virtually anything; it appeals to a

wide range of consumer types.

Customer

The consumer is constantly on-the-go and rarely has time to prepare a home

cooked meal. The consumer likes the taste and quality of restaurant foods, but

would prefer not to spend restaurant money every night.

Customer Insight:

A short description of a day in the life of Brad:

Brad begins his day early Monday through Friday waking up at 6:00am to be at

work by 6:30am. On the way to work, he stops at the local coffee shop for

breakfast, 2 bagels with cream cheese, a large coffee, and an apple. While at

work, his schedule is filled with meetings and compiling paperwork. By 12:30

noon, it is lunch time. He grabs lunch at the Thai restaurant across the street from

his job. He isn’t done with work until 6:00pm. By that time, Brad is hungry again.

He is too tired to consider cooking a meal at home and would prefer a quicker

option. He orders Chinese for pick-up and takes it home to eat. Before eating he

takes his Boston Terrier, King, for a walk.

Where & When:

The best placement for Quick Chef advertisements would be large metropolitan

cities like: New York, Boston, Chicago, Los Angeles, Las Vegas, Miami, Atlanta, and

Dallas. Seasonality does not directly apply to the product because it is an indoor

cooking appliance, so it may be pushed year-round.

Benefits:

Quick Chef will eliminate the stress of preparing a home cooked meal after a hard

day at work. The consumer will value the product because of its innovative

technology.

Strategy:

With this ad plan, Quick Chef will directly reach its target audience and connect to

their needs. They will become aware of Quick Chef’s benefits in eliminating stress

and of its precision technology. They will become aware of its efficiency and easy

manageability.

Message:

“Life is hectic. Let dinner be easy.” is the slogan of Quick Chef and is the primary

focus of this ad plan. Quick Chef is dedicated to eliminating the stress of preparing

dinner. As the work piles up, making dinner should be the least of anyone’s

worries.

Objective:

Increase awareness of the Quick Chef through strategic planning and inform the

target audience of its various benefits.

Outlets:

Traditional and online media will be used. Concentration will revolve around food

magazines, large retail distributors, product website, Twitter, Instagram, and

Facebook.

Deadline:

The Quick Chef Campaign will be exactly one year in length. It will begin in April

2015 and end in April 2016. This time period will allow the campaign to reach its

full potential and help the target audience become more aware of Quick Chef and

its benefits.

Media Plan

Media Mix

Owned:

Online website presence, Quick Chef demonstration table at the

grocery store

Earned:

Social media: Facebook, Twitter, Instagram (videos uploaded

demonstrating technology)

Paid:

Print advertisements in home appliance magazines- visual ads that

show specific meals that can be made with Quick Chef and recipe

provided

Coupons in Kmart, Wal-Mart, etc. magazines- Buy one, get one 30% off

(holiday special)

Online advertisements- interactive videos that show food preparation

with Quick Chef, followed by recipe description

Commercial spots (spot on QVC) - simplistic commercials showing the

easiness of the product; product made be sold quickly on QVC.

Billboards- colorful and vivid displays of meals that can be prepared

with Quick Chef; strategically placed near grocery stores and areas of

transit from city going into suburbia

Seasonality & Scheduling

Quick Chef will be sold year round, but more advertisement will be

pushed during the holiday season (especially around Black Friday and

Christmas).

Geographic Focus

There is no specific destination for the product. It will be sold all over,

specifically in metropolitan-city areas like New York, Chicago, Dallas,

Los Angeles, Nevada, Miami, and Atlanta.

Gantt Chart

Tactics Jan Feb March April May June July August Sept Oct Nov Dec

Traditional Magazine Ads in Food & Retail Magazines

Coupons Billboards

Online

Facebook (1-2x/day)

Twitter (2-3x/day)

Instagram (1-2x/day)

Website Planning

Evaluation Plan for following year

Promotional Plan

Social Media

Social media outlets such as Facebook, Twitter, and Instagram will be used to

connect with the designated target audience, and keep them informed about

technological advances with Quick Chef. These media outlets will also inform the

target audience of any other interest regarding Quick Chef.

Facebook:

Twitter:

Instagram:

Outdoor

With the use of outdoor advertisements, such as billboards, Quick Chef will reach

its designated target audience as they commute to and from work, or goes

grocery shopping. The billboards will accurately portray the Quick Chef brand.

Out-Of-Home

Other forms of advertisement will be strategically used to effectively position

Quick Chef in the minds of the consumers. Coupons offering “buy one, get one”

deals will be placed in large retail magazines or sales papers. Also, creative and

vivid ads will be placed in the leading food magazines to provide more

information on the product and its advanced technology.

Coupons:

Magazine Ads:

Google AdWords

The online presence of Quick Chef will greatly increase with the use of Google

AdWords. This will allow consumers to easily locate the product. Words and

phrases that may be used will include: grill, easy dinner preparation, cooking

appliance(s), personal grill, precision cooking, and advanced cooking technology.

Conclusion

Quick Chef is an advanced technology product that serves various functional

purposes. Its precision software allows food to be cooked exactly as requested in

a timely manner. By implementing this plan, Quick Chef will be sure to gain the

attention of the specified target audience and create awareness. This plan uses

various forms of media to reach the target audience and persuades using

emotional and functional benefits. This plan also highlights the need for the Quick

Chef in a hectic lifestyle. “Life is hectic. Let dinner be easy!”