Tai Pei book

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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
Page 1 and 2: group members: hai | jacqueline | m
Page 3 and 4: POSITION FROZEN CATEGORY The frozen
Page 5 and 6: FROZEN FOOD LANDSCAPE Frozen food o
Page 7 and 8: COMPETITORS * Range is base on Doll
Page 9 and 10: COMPETITORS SOCIAL MEDIA COMPARATIO
Page 11 and 12: COMPETITORS competition’s recapit
Page 13 and 14: GEOGRAPHIC simply map frozen food c
Page 15 and 16: TARGET AUDIENCE Our new Target audi
Page 17 and 18: SEASONALITY campgain april - march
Page 19 and 20: THEME fuel your ADVENTURE The idea
Page 21 and 22: TACTICS $ TV - Cable TV In-store Wh
Page 23: TACTICS Facebook/Instagram What: We
Page 27 and 28: TACTICS TRIP travel TO CHINA Specia
Page 29 and 30: TACTICS Youtube What: We will place
Page 31: BUDGET BREAKDOWN 1+2 additional 5MM

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