The document outlines a marketing plan for Kashi foods to increase awareness and sales of their kid-friendly products. It includes 3 objectives: 1) Increase awareness of kid-friendly products among children by 15% by 2013 through product advertisements in schools and on kid-focused TV. 2) Increase website traffic by 20% by promoting games and discounts. 3) Increase sales to middle-aged adults with children by 15% by promoting scholarship programs and nutritional information on TV and in parenting magazines. The plan provides strategies and tactics for each objective and proposes evaluation methods like surveys and sales data analysis.

1. id s !
4 K
PUR3000 Section 3948 Program Planning Project
Jaclyn Rosen, Rory McCormack, Samantha
Stein, Jamie Given, Rebecca Binford and
Rebecca Drescher

2. Appendix
Slide 1……………………………………………Intro
Slide 2……………………………………………Appendix
Slide 3………………………………..Situational Analysis
Slide 4…………………………………………..Objectives
Slide 5………………………………….Target Audiences
Slide 6-8………………………………………...Strategies
Slides 9-10…………………………...Objective 1 Tactics
Slides 11-12………………………….Objective 2 Tactics
Slides 13-14…………………………Objective 3 Tactics
Slides 15-
17……………………………………..Evaluation
Slide 18……………………………………....Key
Messages

3. Situational Analysis
Strengths Opportunities
- Leader in nutritional foods - Loyal Kashi consumers
- Brand recognition - Advocates health and well-
- High consumer loyalty being within society
- Recent product expansion - Substantial continuing
into frozen foods, snacks and growth within target market
cookies - Ability to easily reach
- Diversity in suppliers offspring of target market
- Appeals to middle-aged
women and heath-conscious
Weaknesses
adults Threats
- Vast market of competitors - Significantly higher prices than
- High costs lead to expensive products competitors; rival products have lower
- Targets a narrow audience prices
- Rival products with immediate brand
recognition for multiple target groups

4. Objectives
1. Increase awareness of kid-friendly products by 15% by
2013 among elementary and middle school-aged
children.
1. Increase visitor traffic to Kashi’s website by 20% by the
end of the 2013 school year among both children and
adult audiences.
2. Increase sales among middle-aged adults with children
by 15% by 2013.

5. Target Audiences
1. Elementary and middle school-aged
children
2. Middle-aged adults with children

6. Strategies:
Objective 1: Increase awareness of kid-friendly products
by 15% by 2013 among elementary and middle school-aged
children.
1. Increase product advertisements in elementary and
middle schools.
1. Increase product advertisements and product
awareness through television networks with similar
target audiences. Build relationships with nationwide
organizations dealing with children’s fitness and health
or entertainment to reach a broader audience.

7. Strategies:
Objective 2: Increase visitor traffic to Kashi’s website by
20% by the end of the 2013 school year among both children
and adult audiences.
1. Increase interactivity on the website, making it more
appealing to children.
1. Implement discounts through the website for loyal
customers.

8. Strategies:
Objective 3: Increase sales among middle-aged adults
with children by 15% by 2013.
1. Increase awareness of scholarship and donation
programs.
2. Spread nutritional information and company’s kid-
friendly products through television programs and
parenting magazines aimed at middle-aged adults
with children.

9. Tactics: Objective 1
Strategy 1: Increase product advertisements in
elementary and middle schools.
Tactics:
1. Increase product advertisements on vending machines, milk
containers and other products distributed in their schools
featuring games or cartoons to entice children to look at the
advertisements.
2. Sponsor events that support healthy minds and bodies like
Family Math Night or after-school “Mommy and Me”
programs, where children and parents can sample Kashi’s
new kid-friendly products.

10. Tactics: Objective 1
Strategy 2: Increase product advertisements and
product awareness through television networks with similar
target audiences. Build relationships with nationwide
organizations dealing with children’s fitness and health or
entertainment to reach a broader audience.
Tactics:
1.Announce partnerships with certain television networks like Cartoon
Network or Nickelodeon and create a giveaway sweepstakes
featuring a new Kashi product and exclusive Cartoon
Network/Nickelodeon t-shirt.
2.Feature advertisements for Kashi products in videogames targeted
towards boys. This will be a great subconscious way of targeting
young boys, including on billboards in racing or NASCAR games.

11. Tactics: Objective 1
Strategy 2: Increase product advertisements and
product awareness through television networks with similar
target audiences. Build relationships with nationwide
organizations dealing with children’s fitness and health or
entertainment to reach a broader audience.
Tactics:
3. Sponsor or co-plan events with nationwide non-profit organizations
to further solidify Kashi’s reputation of being a leader in healthy living.
Plan events to retain Kashi’s current loyal consumers and reach
partnering organization’s followers.

12. Tactics: Objective 2
Strategy 1: Increase interactivity on the website, making it
more appealing to children.
Tactics:
1.Feature codes on the inside of boxes to unlock new levels and
rewards for games on the Kashi Kids website. As the player earns a
certain number of points through the educational games, they will be
eligible to receive free Kashi Kids t-shirts and other giveaways. This will
create an incentive for children and parents alike to view the Kashi
website.
2.Create games and short, entertaining videos featuring characters
from the partnering television network, which would educate kids on
the benefits of eating right and ways to stay healthy.

13. Tactics: Objective 2
Strategy 2: Implement discounts through the website for
loyal customers.
Tactics:
1.Feature buy 5, get one free discounts for registered “Our Kashi
Family” members. These members are loyal Kashi consumers with a
family to look after; the discounts will help mitigate Kashi’s high costs
for families struggling in the current recession.
2.Feature exclusive monthly coupons for 15% off products for
registered “Our Kashi Family” members through the website.

14. Tactics: Objective 3
Strategy 1: Increase awareness of scholarship and
donation programs.
Tactics:
1.Partner with Teach for America or other nationwide non-profit to
create Kashi-sponsored events in big cities where all the proceeds go
towards helping at-risk students and education. This will boost morale
and help demonstrate Kashi’s dedication to children and education.
2.Create a “Box-Top” type of program that’s linked to the website.
Instead of sending in tops for rewards for the consumer’s school,
consumers can send in codes easily and effectively through the online
database. This will increase traffic to the site while also helping
students raise money for their schools.

15. Tactics: Objective 3
Strategy 2: Spread nutritional information and company’s
kid-friendly products through television programs and
parenting magazines aimed at middle-aged adults with
children.
Tactics:
1.Partner with NBC’s early morning talk show “The Today Show” and
plan a month-long event on healthy living. Kashi will sponsor the event
and feature videos every week to increase awareness of the
importance of what you feed your children.
2.Run a campaign with celebrity mothers, like Angelina Jolie,
emphasizing the importance of healthy living. Sponsored events can
include a “Mommy and Daughter” fashion show followed by a Q&A on
healthy foods by Dr. Oz, with Kashi samples and t-shirt giveaways
throughout the event.

16. Evaluation
Objective 1: Increase awareness of kid-friendly products by
15% by 2013 among elementary and middle school-aged children.
Evaluation Method:
1.Conduct research of the current awareness levels of Kashi kid-friendly
products as a survey among elementary and middle school-aged children
asking whether or not they recognize this brand or product. The survey will
be conducted through schools’ health awareness programs or during health
awareness campaign weeks in classrooms. Results from the survey will be
compared from before the campaign to results after campaign completion
in 2013.

17. Evaluation
Objective 2: Increase visitor traffic to Kashi’s website by 20%
by the end of the 2013 school year among both children and adult
audiences.
Evaluation Method:
1.Research the current number of hits to the Kashi website and reassess the
number at the end of the 2013 school year to determine if the 20% increase
was achieved. Adding interactive games and videos will attract the younger
target audience; while discounts and coupons for registered “Our Kashi
Family” members will attract the older, parent audience.
2.Conduct a survey for each individual, non-repetitive visit to the site simply
asking the age of the individual.

18. Evaluation
Objective 3: Increase sales among middle-aged adults with
children by 15% by 2013.
Evaluation Method:
1.Research the level of current sales among individuals with children
between the ages of 25-50 and then reassess the number at the end of
2012 to determine if the 15% increase was, in fact, achieved.

19. Key Message
The delicious foods kids want to eat!
The healthy foods moms want to buy!
KIDS KRAVE KASHI!