Project By:Andrea King

Ashley DawsonDavid McBride

John MoreyKenny Smith

Situation AnalysisSituation AnalysisAs of now Kashi is positioned for adults who eat As of now Kashi is positioned for adults who eat healthy food that have a lot of fiber in the healthy food that have a lot of fiber in the ingredients and for adults who exercise ingredients and for adults who exercise

Little advertising towards kidsLittle advertising towards kids

With childhood obesity we felt that presenting a With childhood obesity we felt that presenting a healthy cereal for kids would decrease obesity healthy cereal for kids would decrease obesity ratesrates

Kashi is owned by Kellogg’sKashi is owned by Kellogg’s

Main goal is to expand target market to kids AND Main goal is to expand target market to kids AND parentsparents

Target Market AnalysisTarget Market AnalysisNowNow

25 years old and older25 years old and olderThose beginning to eat Those beginning to eat healthier and are healthier and are exercising exercising Adults who earn above Adults who earn above average salaryaverage salaryThose mindful of having a Those mindful of having a healthy hearthealthy heart

Our Target MarketOur Target MarketTargeting kids as well as Targeting kids as well as their parentstheir parentsKids who want to eat Kids who want to eat better to due child obesitybetter to due child obesityParents who want their Parents who want their kids to eat healthy without kids to eat healthy without the child realizing itthe child realizing itKids that play sports and Kids that play sports and that buy breakfast and that buy breakfast and lunch at schoollunch at schoolUsing psychographic, Using psychographic, demographic and benefit demographic and benefit segmentationssegmentations

Positioning StrategyPositioning StrategyWe position Kashi as a healthy alternative to We position Kashi as a healthy alternative to other kid cereal competitors. other kid cereal competitors.

Preventing childhood obesityPreventing childhood obesity

Attributes: Attributes:

- more vitamins- more vitamins

- less sugar- less sugar

- Protein and fiber but still tastes good- Protein and fiber but still tastes good

- less fat- less fat

Message StrategyMessage StrategyIn grocery stores we will have end of isle displays and In grocery stores we will have end of isle displays and samples stand so that parents can test our cereal. samples stand so that parents can test our cereal. Print advertisements will be placed in a variety of magazines Print advertisements will be placed in a variety of magazines targeting both kids and parents audiences.targeting both kids and parents audiences.– Kids advertisements will include “Kashi Dude” mascot in order Kids advertisements will include “Kashi Dude” mascot in order

to give the brand a personality by showing kids a character they to give the brand a personality by showing kids a character they can identify the brand with. placed in magazines such as can identify the brand with. placed in magazines such as National Geographic’s for kids, Boys and Girls life, and National Geographic’s for kids, Boys and Girls life, and Highlights.Highlights.

– Advertisements targeted at parents will run in magazines such Advertisements targeted at parents will run in magazines such as Parents, Working Mother, and Newsweek. Featuring slice of as Parents, Working Mother, and Newsweek. Featuring slice of life images to help situate the brand in parents minds.life images to help situate the brand in parents minds.

Televisions commercials will appear during specific times to Televisions commercials will appear during specific times to target both adults and children.target both adults and children.– Kids commercials will feature “Kashi Dude”.Kids commercials will feature “Kashi Dude”.– Commercials for parents will run during primetime from 6 P.M. Commercials for parents will run during primetime from 6 P.M.

to 10 P.M. shown on major network stationsto 10 P.M. shown on major network stations

IMC Objectives IMC Objectives

Promote the brand as:Promote the brand as:– Fun to kidsFun to kids– Healthy for kids to parentsHealthy for kids to parents

• Use media to communicate our message Use media to communicate our message to the public in order to drive salesto the public in order to drive sales

• Utilize Utilize Kashi Dude Kashi Dude as mascot along as mascot along with slogan “Kashi for kids”with slogan “Kashi for kids”

IMC BudgetIMC BudgetCurrent Advertising budget- $33,707 Current Advertising budget- $33,707 million million

Current competitors budget- 34,541 Current competitors budget- 34,541 million million

Kashi makes up about 6% of Kellogg's Kashi makes up about 6% of Kellogg's budgetbudget

Goal- to increase advertising budget by Goal- to increase advertising budget by 15% to $38,763 million15% to $38,763 million

AdvertisingAdvertisingPlan to advertise through television networks, magazines, the Plan to advertise through television networks, magazines, the internet and campaigns.internet and campaigns.

CampaignsCampaigns

- Soccer Tournament Campaign “Kicks For Kashi”- Soccer Tournament Campaign “Kicks For Kashi”

- Lunch/Breakfast-line Campaign “Eat your way to a Healthy Day”- Lunch/Breakfast-line Campaign “Eat your way to a Healthy Day”

Incorporate Sweepstakes from the websiteIncorporate Sweepstakes from the website

Use celebrities Use celebrities

- Hannah Montana- Hannah Montana

- Zac Efron- Zac Efron

Mascot “Kashi Dude” ------Mascot “Kashi Dude” ------

TV CommercialTV Commercial

Kashi Commercial

Thanks to:Annabel Drucker – Camera/Editor

Kathy O’Connor- SusieNicole Yavulla- Mom

Kenny Smith- Kashi Dude!

Media StrategyMedia StrategyTelevision slots Television slots

- before school hours (between 6:30 am and 8:30)- before school hours (between 6:30 am and 8:30)

- after school hours for kids- after school hours for kids

- after work hours for parents- after work hours for parents

Run every third commercial break (30seconds)Run every third commercial break (30seconds)

NetworksNetworks

- FOX- FOX

- ABC & ABC family- ABC & ABC family

- NBC- NBC

- Disney Channel- Disney Channel

- Cartoon Network- Cartoon Network

Sales PromotionSales PromotionGive out coupons to customers via the Sunday Give out coupons to customers via the Sunday paperpaper

Coupons – ValPak and coupon magazinesCoupons – ValPak and coupon magazines

Put promotions on the boxesPut promotions on the boxes– Example: Send in 5 proofs of purchase from any Kashi Example: Send in 5 proofs of purchase from any Kashi

brand cereal and receive a free soccer ballbrand cereal and receive a free soccer ball

Promote giving a certain amount of money to Promote giving a certain amount of money to charitycharity– Example: For every Kashi product sold 5 cents will be Example: For every Kashi product sold 5 cents will be

donated to charitydonated to charity

Public RelationsPublic RelationsThe objective of Kashi’s public relations plan is to promote The objective of Kashi’s public relations plan is to promote Kashi cereal as a healthy breakfast alternative for kids. We Kashi cereal as a healthy breakfast alternative for kids. We want to inform both Parents and Kids of the health benefits want to inform both Parents and Kids of the health benefits of Kashiof Kashi

Our Public relations plan will consist of the following:Our Public relations plan will consist of the following:– Sponsoring Sponsoring soccer tournaments called “Kicks for Kashi”soccer tournaments called “Kicks for Kashi”– Company NewsletterCompany Newsletter– Press releasesPress releases informing the public about “Kicks for informing the public about “Kicks for

Kashi” located on Kashi’s website. Kashi” located on Kashi’s website. – New releases New releases located in a variety of magazines located in a variety of magazines

Personal SellingPersonal Selling

Set up free sample stands around grocery Set up free sample stands around grocery storesstores

Have the Kashi dude attend sporting Have the Kashi dude attend sporting events and hand out free samples to the events and hand out free samples to the children promoting the “new” Kashichildren promoting the “new” Kashi

Try and get consumers to do a blind taste Try and get consumers to do a blind taste test to put Kashi up against the leading test to put Kashi up against the leading brandbrand

Internet Advertising & Internet Advertising & Direct MarketingDirect Marketing

InternetInternet– Multiple Kashi WebsitesMultiple Kashi Websites

Website for ParentsWebsite for Parents– Nutritional factsNutritional facts– Recipes Recipes – Ask QuestionsAsk Questions

Website for KidsWebsite for Kids– Fun FactsFun Facts– Interactive GamesInteractive Games

– Online CouponsOnline Coupons

Direct Marketing:Direct Marketing:Television CommercialTelevision Commercial

Two different commercials directed at Two different commercials directed at both Parents and Children.both Parents and Children.Commercials will be aired on very Commercials will be aired on very specific channels depending on target.specific channels depending on target.– Nickelodeon, Disney, Cartoon Network– For KidsNickelodeon, Disney, Cartoon Network– For Kids– ABC, NBC, CBS – For ParentsABC, NBC, CBS – For Parents

Commercials will also be aired at very Commercials will also be aired at very specific times during the day.specific times during the day.– Before SchoolBefore School– Directly After SchoolDirectly After School– Prime timePrime time

Direct Marketing:Direct Marketing:MagazinesMagazines

Use specific magazines, and specific Use specific magazines, and specific ads to reach selected target market.ads to reach selected target market.– Sports Illustrated for Kids, Boys Life, Sports Illustrated for Kids, Boys Life,

Girls Life, Highlights – For KidsGirls Life, Highlights – For KidsWill use “Kashi Dude”, bright colors, fun Will use “Kashi Dude”, bright colors, fun facts.facts.

– Time, News Week, Working Mother – For Time, News Week, Working Mother – For ParentsParents

Will use Nutritional Facts, and explain the Will use Nutritional Facts, and explain the benefits of eating healthy. benefits of eating healthy.

EvaluationEvaluation

Goal- to promote Kashi cereal as a Goal- to promote Kashi cereal as a healthy and fun cereal for kids healthy and fun cereal for kids

Through sponsorship of tournaments, Through sponsorship of tournaments, various advertisements, and other various advertisements, and other promotions we will be able to promotions we will be able to effectively target kids and parents to effectively target kids and parents to consume Kashi cereal. consume Kashi cereal.