2. Marketing Challenge:
● Challenge -
○ How can Kemps increase their market share amongst millennials?
● Why bother? -
○ Big demographic segment with high buying potential in the dairy industry.
Almost untapped by Kemps.
● Why untapped? -
○ Kemps’ brand appeals to mothers/families. When kids turn into millennials
they don’t buy Kemps branded products.
4. Objective and solution:
● To develop a new product that targets millennials.
● A new product under a new brand:
○ xploit is the healthy, protein packed, frozen treat that enables people to
satisfy their sweet tooth while maintaining a nutritious diet.
● xploit is a new super premium ice cream that allows millennials who go
to the gym regularly to treat themselves.
6. Positioning:
Backup with data:
70% Factored Nutritional Value in their
decision what treat to pick
30% Taste Only
60% of interviewees were interested in
protein ice cream if it was unjunk.
Healthy / clean
Tasty but junk food
Premium
Affordable
70% care about
nutrients for treats
30%
taste only
7. Market size metrics:
75 M Millennials in the US
(21% in Mid West)
50% of respondents treat
themselves regularly.
Market size: 4+ million
people
Source: Gallup.com
So Far in 2015, More Americans Exercising Frequently,
by Rebecca Riffkin
8. Value proposition:
No preparation
Protein in the form of a treat
A treat people won’t feel guilty
eating.
xploit: the treat that embodies
an active and healthy
lifestyle
Protein ice-cream.
Fuel for body,
happiness for mind
You can
cheat clean
Sponsor triathlon
Build public
workout
facilities
9. Differentiation
● Better for summer season than
traditional protein
● Lack of regional competition
● Define our own markets
● A cohesive brand that provides
more than just ice cream
10. Market research insights:
Different gym goers have different needs
High metabolism looking for bulking
Weightlifters looking to cut fat
Health conscious working on their diet
Flavor
Respondents’ suggestions
less messy to eat
add some energy (caffeine)
frozen yogurt + protein
13. #ITreatMyGains & #xploityourgains Campaigns:
Launch and Activation:
Partnership with Steve Cook
#ITreatMyGains
xploit sponsored meetup
#xploityourgains
Social media accounts
Samples of xploit at Midwestern gyms
TV and digital ad campaigns to increase
brand awareness
14. Sustained Development:
Flexible yearlong communication plan
Email Marketing isn’t dead
Whole Foods, Kowalski’s, Lunds, Lifetime Fitness
Event Sponsorships
Collaborate with an established protein brand (ON, EAS, Muscle Pharm)
In the beginning of March, we met with Claudia, who gave us a basic vision of how we could help KEMPS increase their market share amongst millennials.
Millennials are a big demographic segment with high buying potential in the dairy industry, which is almost untapped by KEMPS.
You’d ask why untapped? Because, Kemps’ brand appeals to mothers/families. Parents often buy ice cream for their young children and end up eating some themselves. The sales gap lies in the age range between children and parents, or mostly millennials.
Our product is xploit
This is our initial vision for the concept of the brand: it’s simple, it’s modern, it’s super-premium
The symbol is a mix of gym weights and the letter “X” as many people from our target market value being fit and healthy
In analyzing KEMPS sales data, we have decided that the pint is a well established and popular quantity of ice cream
The design is meant to highlight the beneficial ingredients, therefore, when you consume xploit, the design should reflect the feel good, non-guilty recovery process after a good session at the gym.
Given the mission, our objective is to develop a new product that targets millennials.
Our solution is to present a new product under a new brand to the market, so that xploit wouldn’t necessary be associated with KEMPS
The mission statement for the brand is: “ xploit is the healthy, protein packed, frozen treat that enables people to satisfy their sweet tooth while maintaining a nutritious diet.”
Xploit is a new super premium ice cream that allows millennials who go to the gym regularly to treat themselves.
Our target is a millennial, health-conscious, regular gym-goer, meaning that he goes to the gym at least 2 times per week, he is employed and has recently graduated from college.
Luke does triathlons and other active activities on the weekends. He experiences the benefits of 10 grams of protein per serving while enjoying the tasty, healthy treat that is xploit.
“Luke” does triathlons on weekends. He experiences the benefits of xploit because it has 10 grams of protein per serving, tastes good and is a healthy treat after exercising.“Luke” does triathlons on weekends. He experiences the benefits of xploit because it has 10 grams of protein per serving, tastes good and is a healthy treat after exercising.
Our positioning (red) is different from the positioning of Kemps (blue) and it comes from the lifestyle of our target customers. Healthy, clean and super premium. This is backed up with our market research data.
There are more than 4 million of our potential clients in Mid West. Here is where this number comes from: 75 m (21%), 50% go gym, 50% treat
http://www.gallup.com/poll/184403/far-2015-americans-exercising-frequently.aspx
The bottom level of the pyramid on the right is what the product is on the basic level. The second level is what it does. The third level is what it does specifically to our customers. And then, what we can do together. Together, We can set up a tryathlon and build up public workout facilities
Diff: Protein brands are a bar or a powder
Geographical segmentation: 1 protein ice cream in midwest (whole foods), competitors: mostly online sales
Allow us to define our own markets “first boots on the ground” towards the mainstream
Cohesive Branding: it says “I care about health and taste and am willing to pay a little extra for it”
Questionaire:
How often do they go to the gym?
Ice cream and protein flavor and method?
Chocolate and Vanilla
Competitor pricing, ben and jerry’s $4, super premium ice cream
