Sonic Media Plan Jeff Bagley Madison Bloodworth Molly Cutts Caitlin Huff Lauren Meredith Lauren Steffes
Market Description - Fast food market is growing as a whole -Leader is McDonalds - McDonalds has almost twice as many stores as the number 2 fast food restaurant, Burger King
32 New Markets - Sonic must consider DMAs with higher CDI over those with higher BDI to become a market leader. - The Milwaukee market has the highest estimated value of all of the new markets.
Product Description -Founded in the early 1950s - Food delivered by employees on rollerskates -Also has traditional drive through - Traditional and non traditional fast food items available. -Overall unique fast food experience
Sonic Sales -Steady growth -Slowed during 2008 economic downturn -Holds 2% of all fast food sales which is a lot considering the number of stores it has
Pricing - fast food consumers look for a low price and served quickly - Sonic serves food at a moderately higher price than competitors
Product positioning - Sonic strives to provide a unique dining experience for the customers - It has an extensive food and drink selection, along with a car hop - Sonic s long term goal is to maintain top ten status in the fast food industry. - Short term goal is to increase sales at Sonic restaurants among 18-24 year olds by 5 % within the fiscal year 20142015
Target Audience - Adults ages 18-24 -Reside in North West United States -Active lifestyle -enjoys inexpensive fast food with friends -15.9% of Sonic customers are in Target Market - 83.6% of the target market eats at other Fast Food restaurants.
Marketing Objectives - To maintain or become a leading (top ten) fast food restaurant operator in all of their markets by fiscal 2016 -increase brand awareness -increase brand loyalty
Marketing Objectives - To increase sales at Sonic restaurant among 18-24 year olds by 5% between July 1st, 2014 and June 30th, 2015 Target audience is high consumer of other fast foods -focus on what sets Sonic apart - must consider GRPs needed to make impressions
Marketing Objectives - To Maintain or become a top five fast food restaurant in all high BDI markets by fiscal 2016 - BDI shows how well Sonic is performing in target market
Advertising Objectives -To Create Brand Loyalty - makes effective frequencies important -ads must be positive
Advertising Objectives - To persuade customers to return - want customers to return after first time use -effective frequency must be used
Advertising Objectives -To emphasize the uniqueness of the Sonic Brand - must distinguish from competitors -maintain niche by emphasising unique aspects like rollerblading waiters -must be first to mind when consumers think of a fun atmosphere
Creative Brief Key fact: signature menu items, drive in dining, employees on rollerblades. Objective: To maintain or become a top five fast food restaurant in all high BDI markets by fiscal year 2016 Target: 18-24 year olds in North West United States
Creative Brief, Continued Insight: TA has fast paced life so fast food is easiest for them. Little interest in health. Promise: fun and unique fast food Support: America s Drive In Its not just good, its Sonic Good Sonic s got it others don t Mandatories: Brand Name, Logo
Television -index is only 89 -few spots, but well placed and engaging -late night or daypart ads are less expensive - Adult Swim and Teen nick are the top channels in our demographic -Sonic sales are mostly in Summer so most TV spots will be in Spring and Summer
Radio -8.31% of budget - most to local markets -most Sonic customers are employed and listen to radio so morning drive spots are important - Heavy radio users are highly likely to be Sonic customers
Magazines -Small amount because of 109 index -Better than newspapers and less expensive than TV and internet -$980,000 budget - Magazines with highest index for our target market include Game Informer, Cosmopolitan and ESPN the Magazine
Internet - Important because target market is heavy users - heavy fast food users are also heavy internet users -15% of budget - Targeted banner ads on social media sites - Keywords including Cherry- Limeade, Carhops, Drive-in
Non- Traditional - Social media increases exposure Facebook and Twitter Youtube popular in Target Audience #sonic #mysonicshake Vine competitions
Outdoor - Target audience is on the go - $6,370,000 -Hard to ignore - Catch attention on the way to and from work -Most Sonic customers work
Tier 1 1. Milwaukee, WI 5.77% 5. Flint-Saginaw et al, MI 5.17 9. Butte-Bozeman, MT 5.02 2. Detroit, MI 5.64 6. Lansing, MI 5.15 10. Minneapolis-St. Paul, MN 3. Grand Rapids et al, MI 5.42 7. Eugene, OR 5.07 4. Rapid City, TierSD 1 5.18 EV% 8. Portland, OR 5.04 5
Tier 2 11. Medford et al, OR 4.95% 15. Green BayAppleton, WI 4.82 19. Great Falls, MT 4.6 12. Sioux Falls et al, SD 4.92 16. Seattle-Tacoma, WA 4.75 20. Bend, OR 4.35 13. Yakima et al, WA 4.92 17. Madison, WI 4.71 14. Spokane, TierWA 2 4.87 EV% 18. WausauRhinelander, WI 4.64
Tier 3 21. Alpena, MI 0% 25. Glendive, MT 0 29. Marquette, MI 0 22. Billings, MT 0 26. Helena, MT 0 30. Minot et al, ND 0 23. Duluth-Superior, 0 27. La Crosse-Eau 0 31. Missoula, MT 0 0 32. Traverse City et al, 0 MN-WI Claire 24. Fargo-Valley City, 0 28. Mankato, MN ND MI
Psychographic Profile My name is Joey and I am 19 years old. I live at home with my parents and am a Freshman commuter to the local community college 20 minutes away. In my free time, I enjoy hanging out with friends, surfing the Internet, playing basketball, and occasionally hitting up the gym. I have a job at Kroger as a cashier but most of my income is spent on gas for my car and whatever food I need. Due to the fact that I live at home, I don t have to worry about paying for renting an apartment so my parents allow me to use my income at my own disposal. As much as I enjoy my Mom s home cooking, I love to eat out and get a good burger and fries every once in a while. I m not really a health nut so anytime my friends and I get a craving, I don t think twice about ordering some of the more unhealthy items on the menu. Also, in between classes I ll go to the most convenient fast food place near campus for lunch so I don t have to worry about packing one in advance. Juggling school, work, and friends can make my life pretty fast-paced so fast food restaurants are often the easiest option for me.