Introduction to Marketing final Project, UC Berkeley, Extension

2. Kashi GOLEAN
Introduction to Marketing
Charlotte – Olga – Sutheerawan
Alyssa – Leo - Richard

3. Broad Product Market
• Natural food including breakfast
options, snacks, and frozen entrees
Our Focus
• Natural Cereal
Product Market

4. Product Type
• Cereal that is healthy, good tasting,
and environmentally friendly
• Functional benefits include reduced
health risks and balanced nutrition
Naming the Product Market

5. Customer Needs
• Leading a healthy and natural lifestyle
• Improving both personal well-being and
the environment
Customer Types
• Health and environmentally conscious
individuals
• Tend to be younger, well educated,
higher income

6. Other Product Market
Characteristics
Natural vs. Organic Food
• Natural food does not contain added
colors, artificial flavors, or synthetic
substances
• Natural food is not strictly regulated
• Organic food must be certified by the
National Organic Program

7. Kashi's Commitment
• Over half of their foods will be non-GMO
by the end of 2015
• Continued focus on adding more organic
ingredients
• Eleven products have been Non-GMO
Project verified, but none are certified
organic

8. Competition Analysis:
• General Mills
 Cheerios, Total, Chex, Wheaties & Fiber One
• Post
 Honey Bunches of Oats, Grape Nuts,
Shredded Wheat
• Quaker
 Life, Mother's Natural Foods, Quaker
Oatmeal Squares
• Kellogg's
 Special K

9. Marketing Mix

10. PRODUCT
• GOLEAN is one of the Kashi's product
family that emphasizes the protein and
fiber rich content in interchangable
choices of cold cereals, hot cereals and
healthy crisp bars.

11. Cereals Bar
Cold Cereals Hot Cereals

12. PRICE
• In-store price varies throughout the
GOLEAN products.
• Online store provides better choice of
price on the selections. It ranges from
$3.99 to no greater than $4.50 before
tax.

14. PLACE
• GOLEAN products are sold in Health-
food stores and supermarkets
throughout the United States and
Canada. They also have an online store.

16. PROMOTION
• Kashi highly promotes their GOLEAN
products as having organic ingredients
and non GMOs, no artificial flavors and
no preservatives for their target market.

18. They also introduced the idea of choosing
Kashi GOLEAN as the right breakfast
choice and healthy diet.

19. Key Elements Communicated
• This cereal is good for you
• Helps with your inner health
• Adds energy
• Promotes a health-conscious lifestyle

20. Target Market
• Associative group comprised of individuals
• Typically young-to-middle-aged women
• Creates emotional tie to the Kashi brand
• Capitalizes on the current trend of being
health conscious
• Kashi ads use average people performing
inspiring activities
• These techniques are successful in
communicating with their target market

22. Short and simple Suggestive of product benefits
Easy to spell and read Adaptable to packaging/labeling
needs
Easy to recognize and remember No undesirable imagery
Easy to pronounce Always timely (does not go out-of-
date)
Can be pronounced in only one
way
Adaptable to any advertising
medium
Can be pronounced in all
languages
(for international markets)
Legally available for use (not in use
b another firm)
Compare to: Cascadian Farm, Health Valley Organic, Nature’s Path
KASHI
CHARACTERISTICS OF A GOOD BRAND NAME
22

23. Registered Trademark
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Word Mark KASHI THE SEVEN WHOLE GRAIN COMPANY
Goods and
Services
IC 005. US 006 018 044 046 051 052. G & S: MEAL REPLACEMENT AND DIETARY SUPPLEMENT
DRINK MIXES [, NUTRITIONAL SUPPLEMENTS IN THE FORM OF FOOD BARS ]. FIRST USE:
20050401. FIRST USE IN COMMERCE: 20050401
IC 030. US 046. G & S: PROCESSED CEREAL-DERIVED FOOD PRODUCT TO BE USED AS A
BREAKFAST CEREAL, SNACK FOOD, OR INGREDIENT FOR MAKING FOOD, READY-TO-EAT
CEREAL, ROLLED OATS, OATMEAL, GRAIN BASED SNACK FOODS, READY-TO-EAT OAT BASED
SNACK FOOD, OAT FLAKES, PROCESSED CEREAL, FROZEN WAFFLES, CRACKERS, CEREAL-
DERIVED FOOD BARS, GRANOLA BARS. FIRST USE: 20050401. FIRST USE IN COMMERCE: 20050401
Mark
Drawing
Code
(3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design
Search Code
05.15.25 - Other decorations made of plants
26.11.21 - Rectangles that are completely or partially shaded
26.11.25 - Rectangles with one or more curved sides
Serial
Number
78818310
Filing Date February 18, 2006
Current
Basis
1A
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Original
Filing Basis
1A
Published for
Opposition
May 15, 2007
Registration
Number
3271943
Registration
Date
July 31, 2007
Owner (REGISTRANT) KASHI COMPANY CORPORATION CALIFORNIA 4275 EXECUTIVE SQUARE, SUITE
500 LA JOLLA CALIFORNIA 92037
Prior
Registrations
2530012;2993390;3063489;AND OTHERS
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE "THE SEVEN WHOLE GRAIN COMPANY"
APART FROM THE MARK AS SHOWN
Description
of Mark
The color(s) GREEN, WHITE AND LIGHT GREEN is/are claimed as a feature of the mark. The mark
consists of A GREEN RECTANGLE WITH CURVED SIDES WITH A BORDER OF VARIEGATED GREEN
CONTAINING THE STYLIZED WORDING KASHI IN THE COLOR WHITE WITH A STYLIZED WHEAT
SYMBOL IN THE COLOR WHITE LOCATED ABOVE THE KASHI WORDING AND THE WORDING THE
SEVEN WHOLE GRAIN COMPANY IN THE COLOR LIGHT GREEN LOCATED BELOW THE KASHI
WORDING.
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead
Indicator
LIVE
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23

24. WELL-RECOGNIZED BRANDS MAKES
SHOPPING EASIER
24

25. 1) PRODUCT IS EASY TO LABEL AND IDENTIFY BY BRAND
OR TRADEMARK
25

26. 2) Product quality easy to maintain and the best value
for the price
26

27. 3) Dependable and widespread availability is possible.
27

28. 4) Demand is strong enough
that the market price can be
high enough to make the
branding effort profitable.
5) There are economies of
scale. If the branding is
really successful, costs
should drop and profits
increase.
28

29. 6) Favorable shelf locations or display space in stores.
Whole Foods at 4th and Harrison, SF Safeway at Bryant and 16th, SF
29

30. Achieving Brand Equity
• Kashi has met the conditions favorable to
successful branding.
• Kashi has achieved:
Brand recognition
Brand preference
Brand insistence
• Therefore, Kashi has achieved high brand
equity in the market.
30

31. Got Milk?