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KA Presentation SNHU ADV
- 2. Brand History • Founded in 1919 • Focuses on high quality products for home and commercial kitchens. • Doesn’t define the target market by strict demographics.
- 3. Brand Strengths and Opportunities Subsidiary of Whirlpool Social Media in an Wide Product Range Integrated Campaign Foodie Culture E-Commerce Partnerships
- 4. Weaknesses and Threats Lack of Television Ads High Unemployment Lack of Product Competitor Pricing Awareness Possibility of Moving Boring Marketing Factories Overseas
- 5. Objectives Increase brand awareness regionally offline and online. Increase market share by 8%-10%. Increase brand loyalty and brand preference and affinity with customers. Increase cross selling among product extensions. Develop a more emotional selling proposition for the brand.
- 6. Objectives, Continued Develop a value proposition of more benefits for same price. Increase customer perception. Increase sales by 35% over the next fiscal year. Extend brand reach outside of the standard demographic of 25-40 year old middle class people. Make the company approachable for those of lower income as well as college-aged adults.
- 7. Tactics Promote Diversity in Products Promote Ease of Use Cross-Promote with Television Chefs Promote the Lifestyle Inherent with Good Food Increase Use of Social Media
- 8. Tactics, Continued Consumer Education Integrated Campaign Promote that KitchenAid is Made in the USA Use Regionally Appropriate Advertising Target Foodies and Dieters
- 9. Live Life Better WITH THIS PHRASE IN MIND, WE WILL ENCOURAGE THE CONSUMER TO USE KITCHENAID PRODUCTS TO MAKE THEIR LIVES MORE FULFILLING AND EASIER.
- 10. Storyboards
- 12. Social Media Campaign Execution Twitter Tumblr
- 13. Instagram Sketch
- 14. Questions How will you ensure brand message unification among the different platforms? Why should we bother with social media? How will regional advertisement work? How will commercial customers be reached?
Editor's Notes
- KitchenAid was first introduced as a brand name for the electric stand mixer developed by the Hobart Manufacturing Company in 1919. In 1924 Hobart Troy Metals Subsidiary was renamed KitchenAid Manufacturing Company and set up its headquarters in Dayton Ohio. KitchenAid was acquired by the Whirlpool Corporation in 1986 for $150 million. KitchenAid now produces and markets a full line of premium priced high quality kitchen appliances that are manufactured in the United States and Canada. KitchenAid has described their target audience not by demographics, but instead psychographically, as people who are passionate about food and want to make it well.
- Strengths include:Owned by Whirlpool, a leading manufacturer and marketer of home appliances.Being a subsidiary of Whirlpool affords Kitchenaid great opportunities in a global platform and with large market share. Due to being in the Whirlpool family, Kitchenaid already has the kinks with international commerce worked out, as well as having domestic warehouses and distributors. It is an established brand.Excellent reputation for quality, detail, craftsmanship, technology and timeless design. KitchenAid produces a wide selection of kitchen appliances. They also have a reputation for elaborate in-store displays.KitchenAid also fosters partnerships with QVC, HSN, Kohls, Macy's, Dillards, and many other retailers.The brand itself is popular, trendy, and highly regarded.There is a large line of specialized but easily individualized products. Each product has multiple attachments for greater use, and most come in several colors.Products are NSF certified, making them appropriate for commercial kitchens as well as home kitchens.Opportunities:Several new opportunities are now available industry-wide:The use of social media to engage a younger audience through sites such as Instagram, Tumblr, Facebook, Twitter, Youtube and Pinterest.Use different social media sites to integrate an ad campaign.Use ad campaigns to aim at lifestyles of newly weds, families, foodies, singles on the go and most importantly healthy lifestyles. New markets emerge with great frequency, so there are always new consumers to gain.Foodie culture, as well as myriad fad diet trends foster an environment where people care greatly about how their food is prepared (and often take great pride in the preparation).In addition to social media, e-commerce is becoming more popular. Not only can a person learn about a brand or read reviews, but they can also be converted into sales, sometimes even on the same site (i.e. Amazon).Sales promotions are also underutilized and could be used in conjunction with other traditional or new marketing methods.
- Weaknesses:While KitchenAid is a strong brand, they are faced with some weaknesses:Lack of consumer product awareness.Lack of television advertising.Lack of successful marketing efforts.Boring internet and interactive marketing.No new market strategies.Usually thought of only for their mixers. And some threats are facing the industry as a whole:Unemployment rates are high, consumers are buying only necessary appliances at lower prices.Competitors offer lower priced inferior appliances that now come in many colors.Most KitchenAid products are made in the United States or Quebec and with the Affordable Care Act it may make keeping jobs in the U.S. more difficult as many companies are cutting employee hours and benefits.Considering the Paula Deen scandals, television chefs and other media which promotes home cooking may fall. In addition, selection of a spokesperson must be done so very carefully.
- It is important for us to increase brand awareness nationally, but to do so, we should start within region for traditional media campaigns. National magazines, such as Food & Wine and Martha Stewart Living should be used to advertise the brand, as well as local magazines in cities with strong food cultures.We also strive to increase the overall market share and brand loyalty among our current customers.To cross-sell among product extensions, we wish to create a campaign to sell accessories for major appliances, as well as suggestive-selling other appliances. A stand mixer, for example, may have a pasta accessory. While showing both in the advertisement as a unit price, a crock-pot of sauce may be simmering in the background.We also want to ensure customers that KitchenAid is invested in their happiness. We will do so with the tagline “Life Live Better.”
- The value proposition will be related to competing products, as well as with package deals for our products and accessories.In addition, we wish to increase sales by over 35%, and we believe that the untapped market to target is those of lower disposable income and young adults.
- Promote KitchenAid’s mixers in all different colors and attachments such as the pasta maker, and other appliances in the product line.2. Promote KitchenAid as part of an active and busy lifestyle for families and young adults on the go.3. Work with local media and news stations to have KitchenAid cooking shows and contests.4. Promote KitchenAid lifestyle ad campaign through website, blogs, and popular social media sites that are targeted at young adults such as Tumblr, Instagram, Twitter and Facebook. Provide contests on these sites to give away and promote popular and newly introduced products.5. Increase amount of followers and likes, and fans of social media sites. Increase online word-of-mouth through above contests, as well as cross-promoting with popular diet trends.
- 6. Offer short cooking live stream videos and youtube videos through social media announcements and website.7. Use television and print ad lifestyle campaigns to tie into social media campaigns.8. Promote the fact that Kitchenaid is keeping jobs in the U.S.A.9. Use area appropriate advertisement. Rural areas will keep to national magazines such as Food and Wine and Martha Stewart Living as well as advertisements on COOK and Food Network. Suburban areas may implement billboards promoting new products, or in local newspapers. Urban areas will have regionally specific television ads.10. By using an integrated and multi-faceted approach, we will stay true to KitchenAid's target audience of food-lovers. Social media will be targeted largely at younger adults and families, whereas traditional media will aim toward middle-aged and older adults. Television commercials will aim primarily at women, to begin, but will be adapted toward men later.
- A television advertisement featuring an attractive but sensitive man, in the style of Ryan Gosling.
- A commercial, similar to the earlier copy.
- KitchenAid already has a successful Facebook account, but extra accounts on sites such as Twitter, Tumblr, and Pinterest would encourage consumer interaction. These could also be used in conjunction with our efforts for consumer education.
- Using Instagram targets a so-far untapped market of younger women.
- We intend to have a team lead in charge of message unification. One person will be responsible for approving messages, while an entire team will work on the applications.Social media is a greatly growing marketing platform. Brands are able to build relationships with customers, leading to brand advocacy. In addition, the costs associated with social media are very low, and entry barriers are low as well.Regional advertisement will depend on the area. Cities that have a large Foodie culture will be targeted heavily in local magazines, at Restaurant Week and at food shows. Commercial customers, such as restaurateurs will be targeted much the same as everyone else, though with a larger focus on product specifications and abilities than design. The highly-adaptable nature of KitchenAid’s products will be heavily featured in trade shows, food shows, and trade magazines.