Marketing & Public

Relations Plan

Team 1

Diana Bobic

Ololade Martins

Darina Murashev

Marissa Russmann

Situation Analysis ……………………….. 3-7

Goals & Objectives…………………….... 8-10

Target Audience………………………..... 11

Messaging…………………………...…… 12

Strategies and Tactics…………………... 13-20

Evaluation………………………………… 21

Table of Contents

Market Overview

Advertising and Media

Expenses (2015)

Cereal Amount

Kellogg’s $1.09 billion

General Mills $823.1 million

Ralcorp Holdings (Post) --

PepsiCo (Quaker Oats) $3.9 billion (not

specifically catered its

cereals)

Global Cereal Leaders

Where we were, where we are, and where we want to be...

Kashi became a division of

the food giant, Kellogg’s.

In its first eight years,

Kashi’s products gained

popularity and grew about

42% in annual sales.

Kellogg’s replaced Kashi’s

sales force with its own,

making the new team in

charge of most Kashi retail

sales.

That, along with other

factors, tarnished Kashi’s

production value &

subsequent image.

Kellogg’s Executives have

decided that it is time to

replenish Kashi’s brand.

They have given the brand

its mouthpiece back but the

challenge now is to be

different and original in the

market.

Now2007 & 2008

2000

Current Strategy

Current target base: Adults

seeking healthy but quick

meals and snacks

Promotions are focused on

inviting consumers to try

newly introduced products

Competitors

S.W.O.T

Weaknesses

● Lack of consumer trust

● Disregard amongst some health

conscious consumers/desired

target

Threats

● Competition is severe

● Lack of media exposure (both

traditional & social)

Strengths

● Wide range of products

● Appeals to health conscious

consumers

● Reasonable price

Opportunities

● Building loyal Kashi consumers

● Exponential growth within

current & desired target market

What will this plan do?

This plan is committed to helping

Kashi become the leading brand

when it comes to healthy and

organic bran foods to a new target

group

Campaign Goals & Objectives

Goal #1 Goal #2

Restore the Kashi brand

to its former glory of a

decade ago

Re-establish Kashi

products in the minds of

its target audience as

being on the forefront of

food trends that also

appeal to a desire of

convenience

Campaign Goals & Objectives

Short-term objectives

● Get 500,000 people to share Kashi content on social media using campaign hashtag

● Increase website traffic by 15%

● Receive 5 national media mentions, 15 state-specificIntermediate objectives

● Increase awareness of Kashi as leading health food brand by 25%

Long-term objectives

● Increase Kashi annual in-store sales by 20%

● Rank in the top 3 for nationwide survey on healthy cereal brands

Target Audience

The ‘Almost Barbies’● Women ages 18-30

● Active Lifestyle (i.e yoga, running)

● Body conscious

● Trendy

● Mindful about the food they consume

● Busy during the day (i.e. work or attend school)

● Active on social media and participate in word-of-mouth

marketing

● Influenced by online personalities (YouTube stars, bloggers

etc.) they can connect with

KASHI

“Because

you already

have too

much on

your

plate!”

For every hard-working young woman on her

journey towards self-complacency, Kashi provides

one less tough decision to make along the way.

With our ever-growing list of Non-GMO Verified

foods, we provide a balanced food system that

saves you time from thinking too much about

preparation. For when you have too much on your

plate, allow us to show you that we strive to be

there for you every step of the way.

Positioning Statement &

Theme

Strategies

Create platforms

which consumers

can use to plan

their agendas

better

Engage with our

target audience

using various

media platforms

and events that

highlight the

rejuvenated Kashi

brand

Host events in

major cities to start

a conversation

about what women

“have on their

plates”

1 2 3

Strategy #1 Tactics

Utilize Kashi’s social

media accounts to

post crazy new

concoctions that will

generate buzz

(followed by a

disclaimer that it was a

joke!)

#5Mins4Kashi:

Encourage our target

audience to share how

they squeeze a

workout into their busy

schedules using the

hashtag. The best

workouts will be

featured on Kashi

wrappers nationwide!

Create incentives on

social media to

encourage our target

audience’s interaction

with the all new Kashi

products, i.e., by

requesting target

audience’s input on

what products they

want to see made

“Highlight the rejuvenated Kashi brand”

Strategy #1 Tactic Examples

Strategy #2 Tactics

Host a series of empowering

"health hikes" for women all over

the country. The women will be

given go-pros to document their

trips and their videos will later be

compiled and released on

YouTube to showcase their

journeys. This health hikes will

also feature Kashi products.

Host a week long convention in

various cities across the US

featuring activities that highlight

busy women’s health and diets.

Activities would include panels of

prominent female speakers

discussing how they manage their

busy schedules and diets as well

as outdoor park workout sessions

that attendees can register for.

“Start a conversation about what women ‘have on

their plates’”

Strategy #2 Tactic Examples

Strategy #3 Tactics

Create “Today’s Plate” app to

help consumers organize their

agenda. The app would function

as a planner and have the ability

to remind users when they need

to take a break off the computer,

eat a snack, or do a quick

exercise

Conduct a survey that asks

consumers within our target

audience about their health,

wellness, and beauty habits,

everything from their daily beauty

regimen to the food they eat.

Reveal those results to the public

through various traditional media

outlets.

“Create platforms which consumers can use plan their

agendas better”

Strategy #3 Tactic Examples

Today’s Plate App

Functions:

● Calendar/agenda

● Set reminders

● Set alarms

● Program friend’s birthdays

● Reminders to eat/exercise

● Put in day’s calorie intake/completed

exercise

● Connect with Apple's Health

app/FitBit to count steps

● All-in-one app for everyday

necessities

● PLUS, win prizes by entering codes

found on Kashi wrappers

Media Outlets

Digital MediaOnline News

● Buzzfeed Food

● Chic Vegan

● Diet Detective

Online Blog

● The Sisterhood of the

Shrinking Jeans

● Eco Vegan Girl

Traditional Media

Print

● Women’s Health

● Eat This, Not That!

● Everyday with Rachael Ray

● Eating Well

TV

● Dr. Oz Show

● Healthy Body, Healthy Mind

Radio

● KZYX FM- Women’s Voices

● Power Up Your Health

Evaluation

Short-term

Objectives

Tools:

-Cision

-Facebook analytics

-Neilsen (for traditional

media mentions)

Intermediate

Objectives

To evaluate

intermediate objectives,

Kashi will quote various

survey sites for the best

fit to conduct research

Long-term

Objectives

To evaluate long-term

objectives, Kashi will

conduct a survey and

look at financial results

at the quarter following

the MPR campaign