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Nutella
Media Plan
Advertising & Communication Campaign
Audience & Media
Fashion Institute of Technology
Sarah McDonald, Sarah Leone, and Kayla Kelly

Table of Contents
Executive Summary .............................................................................................................................. 3
Situation Analysis.................................................................................................................................. 3

History .................................................................................................................................................................. 3
Product ................................................................................................................................................................. 3
Price ....................................................................................................................................................................... 4
Place ...................................................................................................................................................................... 4
Promotion............................................................................................................................................................ 5

Target Market ......................................................................................................................................... 6

Demographic Profile........................................................................................................................................ 6
Psychographic Profile ..................................................................................................................................... 6

Media Objectives ................................................................................................................................... 6

Media Strategies .................................................................................................................................... 6
Magazines ................................................................................................................................................ 6

Cond Nast Traveler ........................................................................................................................................ 6

Ladies Home Journal ....................................................................................................................................... 7
Bon Apptit ......................................................................................................................................................... 7
Better Homes & Gardens ................................................................................................................................ 7
Family Circle ....................................................................................................................................................... 7
Good Housekeeping ......................................................................................................................................... 7
Martha Stewart Living ..................................................................................................................................... 8
O, The Oprah Magazine ................................................................................................................................... 8
Marie Claire......................................................................................................................................................... 8
Magazine Budget ............................................................................................................................................... 8

Newspapers ............................................................................................................................................. 9

The Sacramento Bee ........................................................................................................................................ 9

Los Angeles Times ............................................................................................................................................ 9

Social Media ............................................................................................................................................ 9

Facebook .............................................................................................................................................................. 9
Instagram, Twitter, and Pinterest .............................................................................................................. 9
Vine and YouTube.......................................................................................................................................... 10

Consumer Promotions....................................................................................................................... 10
Shake up the City ........................................................................................................................................ 10
Pop-up Shop ..................................................................................................................................................... 10
Hollywood Red Carpet Sweepstakes....................................................................................................... 11

Media Flowchart .................................................................................................................................. 11

Works Cited ........................................................................................................................................... 12

Executive Summary
Nutella is the brand name of a hazelnut chocolate spread, manufactured by the Italian
company Ferrero (About Nutella.). Today, Ferrero hopes to extend their Nutella product lines
even further by developing a breakfast shake targeted towards females, 18 to 54. This campaign
diagrams the plans for introducing the product into the market with the help of a thorough
advertisement, 3 major promotions, and the use of magazines, newspapers and social media.
Ferreros goals, raising awareness and reaching 50% of females 2 times per week, will be met
because of the strategies implemented.

Situation Analysis
History
Pietro Ferrero created Nutella in Italy in the 1940s ("About Nutella."). He came up with
the idea when cocoa was in short supply due to World War II rationing, so he decided to use
hazelnuts. Hazelnuts became the key ingredient to his delicious nut spread. Originally, the
product was made in loaves, like butter, so it could be wrapped in tinfoil and put on bread. The
product came to the U.S. in 1983, where we excitedly incorporate it into our daily lives.

Product
The Nutella breakfast shake is a twist of the classic hazelnut spread into a more
convenient, on-the-go option. This alternative is meant for the busy family who needs a quick
meal or snack to get them through the day. The target market includes females, 18 to 54, who are
married with children.
The packaging will be a mason-like jar, resembling a blender, which will translate the
idea of a blended drink or shake. The branding will stay consistent, so current customers can
recognize the product as belonging to the Nutella family.

Price
Our shakes will be priced competitively against breakfast shake competitors, so the price
of a single, on-the-go shake will be $5.48. Eventually, Nutella plans to create an extension of the
shake into a blend-at-home ingredients box, so customers who have the time to create their
own shake will be able to do so at home. In addition, this will allow them to customize their
shakes by adding other ingredients.

Place
Nutella breakfast shakes will be available at major grocery stores, local bodegas, Wal-Mart, and
Target.

Promotion

Target Market
Demographic Profile

Females
18 to 54
College graduate+
Income level: $75,000+
Married
Children age: <12 months to 17 years ("Segment Explorer.")

Psychographic Profile

Order from target.com and sears.com

Play fantasty sports
Read parents magazines
Watch X games
Drive Honda Odyssey, Kia Sedona, and Mazda 5
Shop at Sherwin Williams
Buy electric trains
Watch childrens networks
Go to ice hockey games
Watch MTV ("Segment Explorer.")

Media Objectives

Increase awareness of new product among women, 18 to 54.

Reach 50% of women, 18 to 54, an average of 2 times a week, before going to the
grocery store.

Media Strategies

P4c advertisement
o Magazines and newspapers
Social media
Promotions
Word-of-mouth

Magazines
Cond Nast Traveler

P4c rate: $135,907

We chose this magazine because the reach for this particular product category is at
75.2%. This magazine option is also great for our product as it is an on-the-go drink, so
pitching to consumers who travel will be to our benefit.

Ladies Home Journal

P4c rate: $240,700

Readers are 14% more likely to purchase a nut spread. Aside from the index, the reach is
at 87.6%, which is high. We felt like this will be a great way to target mothers.

Bon Apptit

P4c rate: $164,473

Readers are 5% more likely to purchase a nut spread and the reach is at 80.7%. This is a
great way to attract foodies that are a part of the middle to upper class.

Better Homes & Gardens

P4c rate: $526,640

The reach for this magazine is 83.4% and readers are 8% more likely to purchase a nut
spread. This magazine has over 7 million subscribers and is located in desirable areas for
our product. The readers are also educated and within our 18-54 target market. The
majority of the people reading are women with at least 1 child under the age of 18.

Family Circle

P4c rate: $301,500

Similar to Better Homes and Gardens, this magazine falls within our target market age
group. 60% of its readers are married and have attended college, placing them into an
upper middle class status. Out of their readership total of 15,890,000, 32% are parents.
This magazine is also a family staple and has a very loyal following.

Good Housekeeping

P4c rate: $406,410

Good Housekeeping has over 4 million subscribers. The readers are 12% more likely to
purchase a nut spread, and the reach is 85.8%. Typically, females 35 to 54 read this
magazine, so it encompasses our older target age group.

Martha Stewart Living

P4c rate: $179,600

89% of readers are woman with a median age of 49. 37% of their total audience, of over
10 million, has children living at home. The readers are 81% more likely to be the
primary shopper of the household, and they are 2 times more likely to influence others to
make purchases. Readers are also 13% more likely to purchase a nut spread.

O, The Oprah Magazine

P4c rate: $157,610

Readers are 6% more likely to purchase a nut spread. The reach is at 81.5% and they
have over 2 million subscribers that fall within our target market age group range.

Marie Claire

P4c rate: $148,950

We wanted to choose a fashion and beauty magazine to target the younger audience of 18
to 34. Readers are 9% more likely to purchase a nut spread and reach is at 83.7%. This is
a good way for Nutella to introduce the brand to the younger demographic, so when they
do become mothers they will likely purchase our products.

Magazine Budget
NAME
Conde Nast Traveler
Ladies Home Journal
Bon Appetit
Better Homes and Gardens
Family Circle
Good Housekeeping
Martha Stewart Living
O, The Oprah Magazine
Marie Clarie
Total
* Martha Stewart Living: Two of our ads for this
magazine will be in their 'Everyday Food' summer
special issue as well as the 'Halloween' special issue

PRICE FREQUENCY DISCOUNT TOTAL

$135,907
3X
30%
$285,404
$240,700
3X
50%
$361,050
$164,473
4X
40%
$394,735
$526,640
2X
70%
$315,984
$301,500
4X
60%
$482,400
$406,410
3X
65%
$426,730
$179,600
5X*
45%
$493,900
$157,610
3X
40%
$283,698
$148,950
3X
35%
$290,452
$3,334,353

Newspapers
The Sacramento Bee

National TV
o DMA rank 20
Cable TV
o DMA rank 157
Newspaper
o P4c - $44,100
o CPM - $25.56

Los Angeles Times

National TV
o DMA rank 2
Cable TV
o DMA rank 137
Newspaper
o P4c - $11,576
o CPM - $27.54

Social Media
Facebook
Nutellas Facebook page will include recipes for breakfast items, including: photos of the
new product, links to other social media sites that feature our products. Facebook will be a good
tool used to generate buzz about this product extension, as well as give consumers more
information about the product and company. In addition, we will use Facebook to launch various
promotions or send out coupons to our key customers.

Instagram, Twitter, and Pinterest

The use of hashtags and other handles will help generate awareness and engage our
customer. We plan to use Instagram and Twitter contests to highlight the shake and make
customers excited about Nutella. Occasionally, we will incorporate tweets or Instagram photos of
the shake and additional information. Since the shake is in a to-go type container we will
include photos of people drinking it while they are traveling, camping, shopping, etc. So we can
track our conversations we will have related hashtags towards these photos. Pinterest will have
photos of the product alone as well as action shots with pinners. Pinterest will be a key way to

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link our customers to a natural engagement with other individuals who love the Nutella brand,
helping us to link them back to our homepage by simply clicking images.

Vine and YouTube

Nonna Knows Best YouTube or Vine, will have snippets of a mother saving the day
with Nutella shakes. An example of one of the vines can be her children looking tired, but then
she gives them the shake and they are ready to go for the day. Our videos main goals are to
provide a story for customers, similar to Swifters take on the commercials with the older couple.
With YouTube viewers will also have the option to Pin the videos or share them on their
Facebook page, which will also play a huge role with getting our message across to the
consumers. This will also aid in increasing frequency because they will be short, 3-minute videos
and watching them again and again will not seem like a waste of time to a consumer.

Consumer Promotions
Shake up the City
This promotion incorporates a shake stand that will be located in downtown San Diego,
CA, near local grocery stores. Shakes will be distributed in keepsake mini blender glasses,
with a mason jar feel. Consumers will be able to sample the new Nutella breakfast shake and
share their experiences on social media. Children and teens will see the product on social media
and persuade their mothers to buy it for breakfast.

Pop-up Shop
Nutellas first-ever store will appear in Sacramento, CA, for 3 months only. This pop-up
shop will be designed to imitate a relaxed coffee shop where customers can order custom shakes,
breakfast items and desserts. Customers are welcome to stay in the small pop-up shop and
engage with employees to learn more about Nutella products.

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In addition to this unique store, if you follow Nutella on social media and show an
employee, you will get a free nutella shake. This sample will help launch the product and make it
a necessity for everyones breakfast.

Hollywood Red Carpet Sweepstakes

The third promotion is a Facebook sweepstakes, starting December 15 and ending
December 22. Throughout these 2 weeks individuals across the United States will have the
chance to go to Nutellas Facebook page, follow the site, submit their zip code and email address
for a chance to win VIP tickets to the Peoples Choice Awards on January 8.
A winner will be selected at random to win 2 tickets to the awards show, hotel
accommodations for 2 nights, and a Nutella product basket. While only one person will receive
the grand prize, all participants will get a buy 1 get 1 free coupon for a Nutella breakfast shake.
This is a great way for consumers to become active on Nutellas social media site and should
lead to an increase in sales because of the coupon.

Media Flowchart
See attached excel sheet.

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Works Cited
"About Nutella." About Nutella. Ferrero, n.d. Web. 03 Dec. 2013.
<http://www.nutellausa.com/about.htm>.
"Segment Explorer." PRIZM Market Segmentation Research, Tools, Market Segment Research,.
PRIZM, n.d. Web. 22 Nov. 2013.
<http://www.claritas.com/MyBestSegments/Default.jsp?ID=30>.