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Kashi
 

Kashi

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A group project based around creating a fake pr campaign.

A group project based around creating a fake pr campaign.

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    Kashi Kashi Presentation Transcript

    • PR Campaign for Kashi Team Go Lean: Jen Edwards Hannah Griffin Joanna Hillman Elliot Land Ashley Szczukowsli
    • Introduction
      • Kashi is an inexpensive, health-minded product.
      • College students don't generally eat nutritionally sound diets.
      • College students are often on tight budgets.
      • People want to eat better
      • Kashi is a way to address these needs of the typical college student.
    • Target Audience Research
      • The data comes from the National College Health Risk Behavior Survey
      • 38.8% of national college students eat 3 or more servings of high-fat food a day.
      • 46.4% of students were attempting to lose weight during the survey.
      • Only 30.4% of college students have been educated on making proper dietary choices.
    • Product Research
      • Kashi has several product lines, and so do their competitors.
      • We limited the products to three areas of interest: Breakfast items , On-the-go items , and Snack items
      • We also limited the nutritional values to be compared in products.
    • Strategies
      • The key themes are eating healthy is important, Kashi products are healthy, and that Kashi products can be used daily.
      • These messages will be delivered through F2F meetings when giving out samples, using brochures to present information, and hosting events for the public.
    • Strengths and Weaknesses
      • Everyone loves free samples, but hates being pestered by people trying to sell them things.
      • Good tasting food is easy to sell, but people's pallets differ greatly.
      • Better food costs more money. It's cheaper to buy less nutritious food.
      • Lots of companies offer sales promotions; making your offer unique is difficult.(Clutter)
      • Target audience research is secondary research.
    • Objectives and goals
      • Goal 1: To educate and inform college students of healthy alternatives.
      • Objective 1: Educate 1,000 people on health benefits from eating properly
      • Tactics:
      • Create healthy-eating brochures to be handed out on campus
      • Set up a display inside convenience stores
      • Send news release to the school paper for an article
    • Objectives and Goals, con't
      • Goal 2: Increase public awareness of Kashi products
      • Objective 1: Have 500 people try Kashi products.
      • Tactics:
      • Hand out free samples on campus
      • Free samples at local convenience stores
      • Offer free on-the-go bar for promoting kashi on social media platforms (Change your status to something about Kashi for a product)
    • Objectives and Goals, con't
      • Goal 3: Facilitate and reinforce Kashi as a household product.
      • Objective: Have 200 people use Kashi products in home recipes
      • Tactics:
      • Host an event:The Kashi Cooking
      • Competition!
      • Mail in recipes featuring Kashi products in
      • exchange for coupons.
    • Evaluation
      • Evaluation from people receiving samples (mini focus groups)
      • Looking for an increase of sales on campus of Kashi products
      • Increased social media attention at Kashi websites.
      • Participation in Kashi events