4. Brand Analysis
Analysis of Marketing Objectives
● Grow frozen pizza sales by 15% by the end of next year
● Much lower sales than other competitors
● Create brand awareness
○ healthy and natural ingredients
Current Brand Situation
● Part of Kellogg company
● All natural
● High demand
○ natural and organic food 10% of total food sales in the US
● Distributed nationally
● Last year sales were $36 million, want to raise to $40 million
6. Target Audience Analysis
Primary:
● Working women 18-34
○ Just beginning their careers
○ Decent income.
Secondary:
● Women 45-54
○ Income of $75,000-$100,000
○ Children
7. Segmentation
● Positioning goal: to understand who already buys frozen pizza
● Find out who knows about the Kashi frozen pizza brand to see
how likely they are to try what we have to offer and why Kashi
is different.
● We plan to use this strategy to increase Kashi frozen pizza sales
by an aggressive 15% to $40 million.
8. Primary Research
● Online survey
● Distributed on social media
○ Facebook, Twitter
● 76% of responses were female
12. Secondary Research
● Simmons OneView
● MRI Data
● Disclosed Media Vehicles our target market
frequently utilizes
13. Consumer Insights
● Audience chosen after viewing MRI Data
Habit among pizza eaters: Index Numbers:
Buys ski equipment 126
Buys sport equipment 168
Purchase baseball/softball shoes 204
Baby Magazines 117
Women Magazines 107
Use internet more than once a day 108
18. Media Vehicles
● TV: Product placement during shows that rank high among
target audience
○ ANTM (255), Gossip Girl (289), Community (148),
American Dad (161), One Tree Hill (298)
■ CW network generated especially high index number
19. Media Vehicles
● Social Media: Year-long social media campaign utilizing
Facebook, Twitter, Instagram, Pinterest, and YouTube.
○ Promoting three different hashtags corresponding with our
promotions along with contests throughout the campaign.
20. Media Vehicles
● Magazines- A range of magazines from beauty and fashion to food and baby
magazines.
○ American Baby (298), Glamour (279), Shape (241), Everyday Food (167)
○ Full page ads during peak months of campaign
21. Media Vehicles
● Internet: We decided to utilize the following internet mediums:
Huffington Post, Hulu, and Pandora.
22. Media Vehicles
● Radio: National and spot radio advertisements will be placed in the DMA’s that reflect most with Kashi
○ Split Screen Media will implement these ads in New York City, Los Angeles, Chicago, and Atlanta.
These large cities will give Kashi frozen pizza the exposure it needs to increase pizza sales by 15%
○ These :30sec ads will be placed on evening drive due to the high index numbers among our target
audience (120) in this medium
○ 92.3 AMP, WCBS-FM 99.9, 102.7 KIIS-FM, KPWR-FM 105.9, 93.5 KDAY, Indie 103.1, and Kiss
104.1
26. Geography
Market DMA CDI BDI
Zanesville, OH 139 82
Parkersburg, WV 137 88
Ottumwa-Kirksville,
IA-MO
136 89
North Platte, NE 134 86
Terre Haute, IN 134 81
Top CDI Markets
New York CDI 75 BDI 110
Los Angeles CDI 91 BDI 111
Chicago CDI 91 BDI 99
Atlanta CDI 96 BDI 103
High Population Markets
27. Sales Promotion- 7K for 7 Grains
● 7k run in Central Park during July
● Fueled with Kashi products throughout the run
○ Booths stocked full of Kashi products and information
● Used to raise money for Center for a Livable Future
○ Nonprofit org. that raises awareness related to food systems and public health
● Kashi ambassadors managing Snapchat story, 7 sec videos of participants
● #7K7Grains
28. Sales Promotion- Kashi for the Yogi
National Yoga Month- September
- Partner with Yoga studios in big metropolitan areas (NYC, LA)
- Sponsor various events and retreats
- Set up booths equipped with products and samples
- Hold social media contests and giveaways
- #Kashi4theYogi
29. Sales Promotion- Kashi Kids in the Kitchen
● Free program for kids ages 8-13
● National Pizza Day- November 12th
● Emphasize the importance of healthy eating
● Kashi executive chefs will conduct these programs (NYC and LA)
● Kids will make their own healthy pizzas using Kashi ingredients
● #KashiKids
