Tai Pei book

group members:
hai | jacqueline | mackenzie | xaymara

TABLE OF CONTENts
02.tai pei’s position
03.Tai pei’s analysis
04.frozen food category
05.consumer trends
06. tai pei’s competitors
11. summary and barriers
12.geographic
13.the audience
15.seasonality
18.theme
19.objective, strategies, tactics
28.budget breakdown
29.flowchart
30.appendix

POSITION
FROZEN CATEGORY
The frozen food business has been “flat or declining
in terms of growth for the past several years.”One
of the reasons is because people think frozen food is
unhealthy.
The category needs more excitement, innovation,
and more awareness (especially for Tai Pei).Frozen
food aisles are one of the most difficult aisles to shop
because the products are all behind closed doors and
there are many options to choose from.
TAI PEI
Awareness of Tai Pei is very low: 60.88% of all survey
monkey participants were unfamiliar with this
brand.There is currently a negative attitude towards
Tai Pei because consumers perceive it as unhealthy
and un- appealing.
The usage of Tai Pei is also very low with 8.57% of all
survey participants having purchased Tai Pei before
and only 1.90% of those that have previously purchased
it, purchase it often.
2

SWOT ANALYSIS
STRENGTHS
Tai Pei is a part of the Ajinomoto Winsor family,
which is famous for focusing on innovation
and technology in giving their customers better
lives20-year history of delivering easy, convenient,
and delicious Asian single-serve frozen entree.
Provide exceptional and outstanding choices
as well as flavor at an affordable price.
Clean ingredients.Smart, well-designed, and
convenient packaging. Innovative techniques
that keep the food’s nutrition and favor, such as
flash freezing, which in enables the high quality
of their food.Following the principle of giving
consumers restaurant quality in frozen food
form.
OPPOTUNITIES
Asian frozen food can satisfy currentfood
trends (taste, health, ease, and convenience)
and demands. People like Asian food, especially
Chinese food. (In a survey with 1,899 responses,
80% of respondents said they like Chinese food).
Millennials are looking for varying cultural cuisines,
natural, convenient foods at a reasonable
price, therefore,Millennials fit perfectly into the
Tai Pei’s category. In addition, the Millennials
population is increasing.
WEAKNESSES
Limited distribution network.Lack of brand
awareness (60% of people are unfamiliar with Tai
Pei)Lack of attention paid on advertising, as well
as too small of an advertising budget. Lack of
promotional programs.Although Tai Pei’s goal is
to provide outstanding choices at affordable prices,
they are still struggling between quality and
price.
THREATS
Tai Pei has Many large, well-established, and
well-known competitors. Chinese restaurants
are also a threat.The category (Asian frozen
food) has high competition, compared to other
frozen food categories. Tai Pei also has poor
nutritional value, it is considered sugary in
flavor and low in quality. People want fresh food
or real Chinese food. They also worry about
MSG.The consumers brand perception is a
threat. Most people claimed that they have never
heard about the brand. People usually have
negative feeling towards new products. Since the
brand is new, people are hesitant to try it.
3

FROZEN FOOD
LANDSCAPE
Frozen food offers many challenges in today’s ever changing market. With fresh food consumption
at a 30-year high the challenge to shift consumers back into the frozen food aisle for reasons
other than convenience has never been higher. Consumers want fresh and often times health
conscious options. The stigma that surrounds fast food is a large hurdle that needs to be overcome
through advertising. A few key issues of frozen food such as, being unhealthy and of subpar
quality is no longer the case. Being able to offer quality products that rival those of restaurants is
now possible thanks to technique used by Tai Pei such as flash freezing.
Although there was an evident
decline for frozen food
during 2013 and 2014, this
forecast also displays potential
growth for the brand in
more recent years. If our media
plan is well-executed, it
could reverse the downfall
and make the category relevant
to the new target audience.
4

CONSUMER TREND
According to the Mintel Snacking Motivations and Attitudes – US Report, April 2015, “Snacking
has become nearly universal, with 94% of adults snacking at least once per day.” The lack of freetime
for the average adult is an enormous influence on why snack usage has increased so much.
Consumers currently desire convenient and quick offerings. Now, roughly 60% of consumers eat at
least two snacks per day.
However, more and more consumers want to eat fresh foods as well. Tai Pei has the capacity to fulfill
both roles of being a convenient yet authentic meal.
FROZEN SNACK PURCHASE FACTORS, BY PRESENCE OF CHILDREN IN HOUSEHOLD, JANUARY 10
Although freshness is what more
and more consumers are searching
for in frozen food products, the original
traits of this food category are
what draws consumers to the frozen
food aisle. Both the innovative
packaging and the affordable pricing
makes Tai Pei a suitable meal for individuals
who are constantly on the
move, whether it’s at school or work.
5

COMPETITORS
* Range is base on Dollar Sales on Asian Single Serve Entrees Brand Ranking - Total US MULO
6

COMPETITORS’
ads & slogan
Culinary inspired meals
with a crisp, fresh taste
It’s what’s on the inside that
counts
Frozen meals the whole
family will love
Freshly made,
simply frozen dinners
We love to cook for you
Stir up a full menu
7

COMPETITORS
SOCIAL MEDIA COMPARATION
Facebook-123,000 liking followers, Customer comments are positive, Tai Pei Customer service responds
adequately and in a timely manner
Twitter-1,013 followers, Very little to no customer interaction, Missed opportunities with a lack of
promotion and awareness.
Pinterest-173 followers, Infrequent posting and all at one time, couldbe used to showcase the
product instead of the packaging and recipes.
Instagram- Tai Pei needs to expand communication
8

COMPETITORS
brands’ ad spendings last 12 months
Compared to the majority of Tai Peis competitors, they are lagging behind substantially in total spent
on advertisement, as well as in total sales. We believe this is due primarily to how they are currently
spending their advertising budget. For instance, Stouffers spent $23765.2 (000) during the previous
12-month period with sales totaling $678,326,400. Tai Pei on the other hand spent, $17(000) with sales
totaling $80,000,000. Tai Pei received excellent returns on their sales, however they can and will do
much better under our plan, by diversify where they spend their advertising dollars, as well as focusing
in on the key market of millennials.
9

COMPETITORS
competition’s recapitulation
Tai Pei is lagging behind the competition in a few key areas that include diverse advertising
strategies, social media engagement, product portions and brand recognition.Tai Pei is able
to differentiate themselves by offering more variety within the Asian food category. their
packaging is reminiscent of Chinese take-out, which is eye grabbing and differentiates themselves
from the common bag and box others traditionally use.
In order to increase their share of the market we would recommend expanding advertising
and following through with their commitment to healthy meals, while keeping the variety
and unique packaging.
10

SUMMARY
Currently, the frozen food category has the potential to increase exponentially as we shift our target
audience from women in their early thirties to millennials. We also plan on changing the consumer’s
perspective of frozen food into a positive one as well as increasing the brand awareness of
Tai Pei itself. Although Tai Pei has many well-known and well-established competitors, we have
quick, quality meals that match current eating trends such as snacking. By increasing and diversifying
Tai Pei’s advertising strategy and social media interaction it will become more relevant to
millennials and inevitably increase the brand loyalty as well. Next, we’ll show you our tactics that
will transform Tai Pei into a noteworthy and appealing brand to our “on-the-go” consumers.
PURCHASE FUNNEL
11

GEOGRAPHIC
simply map frozen food consumsions
geographic analysis
Montana, Wyoming, North/South Dakota, and Maine are the least exposed to frozen food.
States in the Northwest and Center regions should be focused on (Primarily the dark pink/red
states)
Some states in the East* could be eligible as well.
*Kentucky, South Carolina, West Virginia, Connecticut, Rhode Island, Vermont, New Hampshire.
12

TARGET AUDIENCE
Millennials, individuals that are between the ages of 18 and 24 years old, currently make up
almost ten percent of the United States population, and are expected to surpass the baby boomer
generation in the coming decades. With this knowledge it is vital that marketing and advertising
starts to not only encompass millennials within their campaigns, but shift some of their focus
towards them. Thankfully some of the techniques used with baby boomers are also effective with
millennials, such as their ability to never settle and always achieve more.
Many people think of Millennials as lazy, this could not be any further from the truth. Millennials
may not show motivation and dedication in the same way as other generations because of
their entrepreneurial spirit.
Millennials can be described as explorers with their values consisting of not only adventure, discovery,
living boldly, but life experiences as well. They can be described as the generation of discovery.
With being adventurous comes a lack of time, because of this, the convenience of frozen
food should be alluring to them. Currently their health is also of the utmost importance, so that
they are able to keep up with their busy lifestyles. With their health in mind, millennials are not
frequent visitors to the frozen food aisle because of the stigmas that frozen foods currently have.
There are a few brands that have started to take note of what millennials crave, and Tai Pei is at
the forefront of this. With their bold flavors, authentic recipes and health conscious entrees and
snacks, millennials can enjoy quality, health conscious food to keep up with their adventurous
lifestyle. The unique flavors of Tai Pei feed their need for discovery and their new and improved
health conscious recipes are not only bursting with flavor, but they are healthy and filling as well
enabling them to explore all that life has to offer. The convenience factor and health conscious
nature of Tai Pei is the perfect complement to the Millennials need for adventure, discovery and
a life lived boldly.
13

TARGET AUDIENCE
Our new Target audience is Millennials who
are between the ages of 18 to 24. We segmented
them into three groups: male, female, and college
students. Some of the common desires they share
include their desire for convenience, good flavor,
and affordable prices. However, their personal values
include a craving for discovery, balance, and new
experiences.
MALE
Meet Mike, he likes food that keeps him full. He hates feeling hungry after
eating. He has people to meet and places to be. He likes to live life to the
fullest and enjoys a good dose of adventure. He doesn’t cook and can no
longer just go to his parents for food. Between adventures he finds himself
eating the easy to make yet filling Tai Pei.
female
Meet Teresa, she values food that has beneficial ingredients and natural content. She
wants to experience life to its fullest and diskies the blandness of constant routine.
When she ventures out of routine to something new and exciting, she doesn’t alwways
have time to prepare a meal but she still needs to fuel up so she ops for the
filling, portable, and flavourful Tai Pei.
Meet Amy and Danny, they go to college and are
constantly trying to balance their grades, social life,
and work. They like to spend time with friends and
break out of the school and work zone. They don’t
always have time to have a meal in a restaurant and
many times eat as they work or do school works. They
reach for tai Pei to keep them fueld up for the work
that is ahead and the fun that waits.
www. yourcompany.com
college
14

SEASONALITY
Sales are up during the summer
months (June and July)
The rest of the months are
steady but are dependent on
weather
Colder weather causes people
to eat at home instead of eating
out. This leads to more people
making frozen food an option.
Match is National Frozen food
month and is included in the
summer months as a time of
high sales.
Based on survey monkey consumers usually eat frozen food for dinner or for lunch. This
means that they are eating it either at their place of work or once they get home from work.
Some consumers have it as an evening snack; few have it as breakfast or a late night snack.
This means that it may be best to try to reach them at their place of work or school right
before the lunch cravings as well as on their drive home from their place of work since they
are probably thinking about what they want to eat and may be too tired to make dinner.
15

SEASONALITY
campgain
april - march
The frozen food department tends to show some seasonality during the summer months and also
in March focused around National Frozen Food Month. The winter months are not top months
for frozen food but some variations can be found depending on the temperature. Warm winters
affect consumer demand for frozen foods negatively. Areas with warmer winters experience a
decline in sales. With a mild winter in much of the country, shoppers were more likely to eat out.
The overall sales are very close to consistent; they don’t drop or rise sharply in any particular
time. Although it is consistent, the reason of purchase can change based on season and temperature.
In the winter cold is good because people are encouraged to stay in instead of eating out.
In the summer people are out and ads need to go where the people are. This led us to create a
seasonal plan that is tailored to where people spend their time based on the season.
16

SEASONALITY
We will kick off our every day adventures campaign in April, because the summer
months are good months for frozen food we cant have a slow kickoff. Magazines,
cable television, social media, out-door ads, and music media would be used.
This momentum would push us into the back to school phase where we focus on school
events and supplement with smaller doses of all our other ads. Outdoor ads will decrease
since these are primarily used in summer. Once winter arrives our focus shifts more towards
ads that are mainly in home or in shopping places. This includes Social media, music media,
cable commercials, magazine ads and poster size ads in shopping places. We would also partner
with coffee shop near shopping areas since warm coffee is popular during winter seasons. We
would then end with a bang in the frozen food Isle as we reach frozen food month in March. We
would mainly used our owned media and set up guerillas near the frozen food isle.
KICKOFF
APRIL - JULY
Every day adventures Campaign,
Facebook ads, Instagram ads, Spotify
ads Magazine ads, Pandora ads,
Cable commercial ads and outdoor
ads in popular places of summer
gatherings. Search engine adword.
BACK
TO SCHOOL
AUGUST - NOVEMBER
In school ads, guerilla tactics in
school supply section. School
events. Facebook ads, Instagram
ads, Spotify ads, Pandora ads, Magazine
ads, Cable commercial ads.
WINTER
DECEMBER - FEBRUARY
Cable commercial ads, Ads within
shopping centers and malls. Coffee
shop ads. magazine ads, Facebook
ads, Instagram ads, Spotify ads.
NATIONAL
FROZEN FOOD
MARCH
Facebook ads, Instagram ads, frozen
food isle guerilla.
17

THEME
fuel your ADVENTURE
The idea is that Tai Pei can fuel your adventure. It can transport you somewhere
else or is a way to escape the ordinary. This is the box transporting
you into somewhere else or making your current situation different. This
is based off the insight that the target seeks new experiences and value
discovery.
18

OBJECTIVE 1+2
10 MILLIONS CAMPAIGN
Objective:
To increase awareness 60% for Tai Pei
in one fiscal year
Strategy:
Appling variety traditional as well
as digital forms of media for gaining
awareness of the brand.
Events and Gorilla are also applied to
reach target audience.
19

TACTICS
$
TV - Cable TV
In-store
What: We will advertise Tai Pei in Wal-Mart
near the electronics, magazines, school supplies,
music, and books sections. We will focus
on major cities within states with high
frozen food consumption. We will divide into
two phases: Kick off (180 stores) and back to
school (153 stores).
Why: Millennials rarely go in the frozen food
aisle. In order to get them there we need to
meet them where they are. Millennials love
Wal-Mart, which is why we are focusing on
Wal-Mart for in-store advertising.
How much: $500,000
How Many: 40 Million*
What: We will place 15 minute ads from midnight
to 1am on Adult Swim, MTV 2, Teen Nick, and
Cartoon Network.
Why: Many Millennials watch Adult Swim and
MTV 2. MTV 2 has an Index of 322 that includes
both genders. Close behind is Adult Swim with an
index of 285. Following those we have Cartoon Network
and Teen Nick. Millennials top time to watch
Cable Television is from 12 midnight to 1 a.m. from
Monday to Sunday. All four channels cover 64.2%
of the target audience’s population.
How Much: $4.5 Million
How Many: 90,000
Magazine
What: We will place a half page, full color ad during
the kickoff.
Why: Millennials don’t spend the majority of their
time reading magazines but at least 20% of them
read Parade magazine.
How Much: $500,000
How Many: 1 Million*
20
*Agency estimate

TACTICS
national
Tai Pei
Events/ Guerilla
Out-of-Home
What: We will use billboards in major cities
within states with medium consumption of
frozen food. This would be during the kickoff
phase and back to school phase.
Why: Billboards give us high impression, and
high awareness at low cost, especially in states
with low or medium consumption of frozen
food. We will use a lot of creative to generate
buzz. Billboards are directional so we will direct
traffic to nearest stores.
How much: $500,000
How Many: 250 Million*
21
EVENTS:
What: We will create or sponsor four nationwide
events during the winter phase with themes related
to “fuel your adventure” such as sport or camping
events.
Why: Winter is a flat season for frozen food. By
having events, we can keep the momentum of the
summer months. Although managing an event
is high cost and low reach, events can help bring
potential target markets and generate buzz among
them.
How much: $700,000
How many: 20 Million*
GUERILLA:
What: Based on the idea of “fuel your adventure,”
we will create large Tai Pei boxes which also include
chargers for Millennials’ running-out-ofbattery
power. Happening along with the large
boxes other activities to help them to discover
the Tai Pei’s world. Coupons will also be provided
within a guerilla type ad of a huge Tai Pei box, so
we can get Millennials to walk over to the frozen
food aisle.
Why: Guerilla draw attentions. Guerilla can also
be filmed for advertising and commercial purposes.
How much: $300,000
How many: 10 Million*
*Agency estimate

TACTICS
Facebook/Instagram
What: We will make Facebook posts that require
the audience to solve a problem, riddle or anagram.
All of the answers will be part of a scavenger hunt
that requires clues found on the box as well.
Why: Millennials are heavy users of social media
because they like to share their experience. Posts
that require finding an answer engage the audience
and may get more shares and comments than posts
that are just an image.
How much: $400,000
How many: 59 Million
Online Radio Streaming
What: Run 10 seconds ads between playlist. We
will focus on 4 major online radio channels which
are Pandora, iTunes, Spotify, and iHeart.
Why: Millennial score low on the index for radio
even in high quintiles. Most Millennials do not
listen to radio because they usually listen to music
via online radio. Also, traditional radio is local
but internet radio is worldwide, which is the better
choice for national campaign.
How Much: $200,000
How Many: 75 Million*
22
*Agency estimate

TACTICS
Google Adwords
Youtube
DISPLAY ADS
What: We will place banner ads, and display ads in
game walk trough’s, game play, and popular music
videos.
Why: YouTube has high Millennial usage. Our target
audience likes to eat and watch YouTube at the
same time. By putting ads at the time of need, we
can reach a large number of Millennials.
How much: $300,000
How many: 40 Million*
YOUTUBERS
What: We will hire highly viewed Youtubers to
publish a series of product reviews and share their
experiences with the products.
Why: Applying similar methods of using celebrities
in advertising, we use famous Youtubers to create
buzz among YouTube society and engage people to
the brand.
How much: $100,000
How many: 50,000*
What: We will use Google AdWords to direct
people to the Tai Pei brands website when the
search words such as frozen food, Asian frozen
food, Asian food, explore, adventure, experience,
and fuel are searched.
Why: This will link the thought of these subjects
and ideas with our brand and help bring
our brand to mind when they think of these
subjects which are common values of our target.
How much: $500,000
How many: 150,000 Clicks
0:00/2:56
23
*Agency estimate

BUDGET
BREAKDOWN 1+2
8.5MM
1.5MM
Media costs
Agency fee, production cost, contingency fund
Cable TV
4,500,000
MTV2 1,300,000
Adult Swim 1,200,000
TeenNick 1,100,000
Cartoon Network
90,000
Magazine
500,000
Parade 500,000
In-Store 500,000
Walmart
-Kickoff phase (180 stores)
-Back to school phase (153 stores)
*Agency estimate for advertising activities is $1,500/store
*270,000
*230,000
Out-of-Home 500,000
Billboards
-Kickoff phase
-Back to school phase
300,000
200,000
Online 1,500,000
Facebook/Instagram 400,000
Youtube
-Video ads 300,000
-Sponsors 100,000
Radio Online Streaming
-Pandora 117,000
-iTune Radio 34,600
-Spotify 25,400
-iHeart 23,000
Google AdWords 500,000
Events/Guerilla 1,000,000
24

OBJECTIVE 3
5 MILLIONS CAMPAIGN
Objective:
To gain loyalty 40% for Tai Pei in one fiscal
year
Strategy:
Promotion, Events and Guerilla events are
focused to encourage the repurchasing of
Tai Pei. Appling a variety of traditional as
well as digital forms of media for gaining
awareness of the promotion, events, as
well as the brand.
25

TACTICS
TRIP
travel
TO CHINA
Specialties
What: Hand out special clips used for mountain
climbing with Tai Pei’s logo on it. Or similar
accessories realted to adventures.
Why: To remind consumers that Tai Pei
should be associated with exploration and
discovery at an affordable price. It would
also be used to keep Tai Pei at the top of our
consumer’s minds as they use the clip to help
them throughout their busy lives.
How much: $300,000
How many: 500,000*
Promotion
What: We will have a promotion for winning a
trip to China for two lucky consumers that found
matching codes, which are printed inside Tai Pei
boxes. The two individuals will each win a trip for
themselves and one other to China to experience
the culture, food, and the adventure of visiting a
foreign nation. The trip will conclude with a trip
to the Great Wall of China. Moreover, a number of
coupons as well as giveaways will be the prizes that
consumers can win by purchasing Tai Pei.
Why: Promotion and prizes can increase the value
of the product or brand by offering an extra incentive
to purchase it. They also encourage consumers,
especially Millennials, to choose Tai Pei and repurchase.
How much: $1,500,000
How many: 3 Million*
26
*Agency estimate

TACTICS
Events/ Guerilla
EVENTS:
What: We will host or sponsor some events and
concerts, especially during the National Frozen
Food phase.
Why: National Frozen Food Month is a big chance
to boost sales by encouraging consumer repurchase
of Tai Pei. Through a series of activities and
events, we can remind consumers to choose Tai
Pei.
How much: $1,000,000
How many: 20 Miilon*
GUERILLA:
What: Giant golden chopsticks in high traffic areas.
Individuals share photos of themselves posing
with them on social media for a chance to win
American Express gift cards or some other prize
including their own golden chopsticks.
Why: Guerilla marketing draw attentions. Guerilla
can also be filmed for advertising as well as
commercial purposes. By including acontest with
Guerilla marketing , we can generate more buzz
on social media.
How much: $550,000
How many: 10 Million*
27
*Agency estimate

TACTICS
Youtube
What: We will place banner ads, and display ads on
Youtube. We will also create and share videos about
our promotions, events, guerillas, as well as video
sharing with our events and products.
Why: Up to 62.4% of Millenials watch Youtube.
They especially like to eat while watching videos on
Youtube. It’s a good time to recommend them to
get Tai Pei, especially when they can be told about
chances to win prizes.
How much: $200,000
How many: 40 Million*
Facebook/ Instagram
What: Facebooks post as well as Facebook
ads that announce and inform about our promotions
or events. Facebook can be used for
Millenialls to share information about our
promotion and events.
Why: Facebook is good to gain awareness
among target our audience.
How much: $200,000
How many: 59 Million
Online Radio Streaming
What: Run 10 seconds ads between playlists. We
still focus on 4 major online radio channels. We
will also use internet radio to announce news and
information about out promotions and events.
Why: Millennials use online radio rather than traditional
radio. Online radio is the best medium
to notify Millennials about our promotion and
events.
How Much: $150,000
How Many: 75 Million*
28
*Agency estimate

TACTICS
FUEL YOUR ADVENTURE
In-store
Out-of-Home
What: Along with billboard to gain awareness
of the brand, we will also place billboards to
inform about promotion and events. Some
billboards will be applied as guerilla techniques.
Also, part of the budget for this, we are going
to use wraped vehicle advertising.
Why: Billboards are a great medium to gain
awareness at a low cost. Its will good for high
frequency to gain awareness and make our
message more memorable.
How much: $500,000
How Many: 300 Million*
What: After successfully running a series of
ads in store to gain awareness of the brand.
Our next step is to remind Walmart shoppers
to come back to the frozen aisle to pick up
more Tai Pei.
Why: Millennials love Wal-Mart. As they
are at Walmart, we want them to pick Tai Pei
again.
How much: $500,000
How Many: 40 Million*
29
*Agency estimate

BUDGET
BREAKDOWN 1+2
additional 5MM PLAN
Promotion
1,800,000
Trip promotion 1,500,000
Specialties 300,000
Events
1,000,000
Guerilla 550,000
In-Store 500,000
Out-of-Home
Billboards
Vehicle Wrapped Ads
Online
Facebook/Instagram
Online Radio Streaming
Youtube
500,000
650,000
200,000
150,000
200,000
30

APPENDIX
Database
Adspender; SRDS; Media Audit; Simmons
Pricing
http://www.bpsoutdoor.com/blog/?p=3
http://fitsmallbusiness.com/how-much-does-billboard-advertising-cost/
http://www.bluelinemedia.com/billboard-advertising
http://www.walmartsmartnetwork.info/index.htm
http://www.bluelinemedia.com/supermarket-advertising#markets
Geography and population
http://factfinder.census.gov/
Mintel Case Study
http://simplymap.com.ezproxy.lib.uh.edu/index.html
Seasonality
https://elearning.uh.edu/bbcswebdav/pid-3106505-dt-contentrid-21036476_1/courses/H_20163_COMM_4360_13331_MAIN/
NSAC17_BackgroundInfo_TaiPei.pdf
http://guides.lib.uh.edu/comm4360
Target
https://elearning.uh.edu/bbcswebdav/pid-3106505-dt-contentrid-21036476_1/courses/H_20163_COMM_4360_13331_MAIN/
NSAC17_BackgroundInfo_TaiPei.pdf
http://guides.lib.uh.edu/comm4360
http://www.marketingcharts.com/traditional/so-how-many-millennials-arethere-in-the-us-anyway-30401/
http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
Survey Monkey
Nielsen
Situation Analysis
Mintel Case Study
http://simplymap.com.ezproxy.lib.uh.edu/index.html
Survey Money
32