Kashi

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A group project based around creating a fake pr campaign.

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Kashi

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

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