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- 1. Behold the Mighty Macadamia USC Annenberg PR 450
- 4. ● Low brand awareness Current Brand Perception Desired Brand Perception ● Novelty item ● Full of health benefits ● A “must-try” snack ● Sample at least ONE of your products ● Gift for family and friends after a trip to Hawaii ● More sustainable than almonds ● Genuine Hawaiian brand and experience
- 7. MARKET RESEARCH From the “Ice Cream and Frozen Novelties” April 2021 report: ● Consumers are looking for more healthy snacks, to find a balance between indulgence and health ● Consumers value better-for-you products and flavor innovation ● Limited service restaurants are expected to rebound post-pandemic ● Smaller size portions are expected to see a boost in popularity
- 8. MARKET RESEARCH 2022 Snack trends: ● Nuts, trail mix and seeds lead the health & wellness snack market (41%) ● Snacks are replacing meals ● Nut snacks are becoming “mood food” ● Consumers are gravitating to global flavors
- 10. AREAS OF PRIMARY RESEARCH ● Tasting ● Focus Group Findings ● Case Studies (4) ● Word Cloud ● Competitor Analysis ● SWOT
- 11. TASTING Collectively tasted two flavors of Mauna Loa’s traditional macadamia nuts, ● Flavor profile of the nuts are bold and savory ● Definitely a great snack for someone that’s seeking something quick - making you feel fuller for longer ● Sea salt: rich and buttery. Very light - would pair well with cheese (charcuterie ) ● Maui onion and garlic: Bold and very savory. A little goes a long way - a few handfuls is all you need to satisfy your cravings with this flavor.
- 12. Tasting Preferences 7 OF 15 8 OF 15
- 13. FOCUS GROUP QUESTIONS 1. Snacking habits 2. Attitude towards nuts 3. Knowledge of macadamia nuts 4. Attitude towards ice cream 5. Perception of Hawaiian-made items 6. Importance of sustainability
- 14. FOCUS GROUP FINDINGS Snacking Habits ● Believe snacks are not bad ● Try to be health-conscious ● Believe brand’s health claims
- 15. FOCUS GROUP FINDINGS Nuts ● Considered healthy ● Not on their grocery list Macadamia Nuts ● Most were unfamiliar with them ● Those who were familiar with them just know them for baking and sweets
- 16. FOCUS GROUP FINDINGS Ice Cream ● Guilty pleasure ● Considered a novelty or experience ● “Wholesome fun” to go out for ice cream ● Loyal to certain brands, especially for plant- based ice creams that vary in taste and texture
- 17. FOCUS GROUP FINDINGS Made in Hawaii ● Don’t often pay attention to “made in…” claims ● Made in Hawaii seems exclusive Sustainability ● Consider it “very important” ● Focus on sustainability while shopping varies ● Branding is important ● Sustainability can justify the price of an item
- 18. CASE STUDIES
- 19. Purpose Having a clear brand purpose allows for better connection to like-minded consumers Transparency Consumers want transparency and communication from the brands they shop from PATAGONIA Storytelling Social media users want to see a brand beyond the advertisements What Mauna Loa Can Learn from…
- 20. IMPERFECT FOODS Video Content Video content is an easy multimedia asset to share and promote your brand and mission Simple Social Social media is an easy way to highlight a brand’s mission and purpose-driven efforts What Mauna Loa Can Learn from…
- 21. ● Nestle has gone through some difficult times throughout the last several years and has had less-than-ideal public image ● However, Nestlé was able to harness its customer base and rely on it's exceptional taste quality and affordable pricing NESTLÉ What Mauna Loa Can Learn from…
- 22. Hawaiian roots are built into the brand: ● Graphics and photos ● Hawaiian words and phrases ● Hawaiian culture and customs ● Hawaiian dining and beverages Team Kokua – community involvement & sustainability; “Corporate Kuleana” HAWAIIAN AIRLINES What Mauna Loa Can Learn from…
- 23. WORD CLOUD
- 25. COMPETITIVE ANALYSIS 1. Direct competitors: Snacks – almonds, chips, trail mix, veggie snacks 1. Indirect Foods: Fast food, candy, chocolate products 1. Indirect Non-Foods: Alcoholic beverages, coffee (Starbucks), everyday essentials
- 26. Planters ○ Variety of nuts ○ Not vegetarian and vegan friendly ○ Popular on TikTok Blue Diamond ○ Focuses on almonds ○ Branding focuses around almonds ○ Popular on Instagram COMPETITIVE ANALYSIS Trader Joe’s ○ Community-friendly company ○ Inexpensive for target audience Kirkland ○ Costco’s private label brand
- 27. SWOT ANALYSIS S W O T Threats -Rich brand history -Well-established in the Hawaiian market -Sustainable manufacturing -Nutritious, quality products -Wide product range Weaknesses Opportunities Strengths
- 28. SWOT ANALYSIS S W O T Threats -Price -Brand Recognition (Mainland) -Unclear messaging -Ill-defined target market -Dependence on tourism -Rich brand history -Well-established in the Hawaiian market -Sustainable manufacturing -Nutritious, quality products -Wide product range Weaknesses Opportunities Strengths
- 29. SWOT ANALYSIS S W O T Threats -Novelty factor -Dietary inclusivity -Sustainability message -Educate consumers -Strong tourism ties -Price -Brand Recognition (Mainland) -Unclear messaging -Ill-defined target market -Dependence on tourism -Rich brand history -Well-established in the Hawaiian market -Sustainable manufacturing -Nutritious, quality products -Wide product range Weaknesses Opportunities Strengths
- 30. SWOT ANALYSIS S W O T Threats -Novelty factor -Dietary inclusivity -Sustainability message -Educate consumers -Strong tourism ties - Emphasis on baking -Consumer pre-conceptions about nuts -Cultural appropriation -Fear of excessive tourism -Price -Brand Recognition (Mainland) -Unclear messaging -Ill-defined target market -Dependence on tourism -Rich brand history -Well-established in the Hawaiian market -Sustainable manufacturing -Nutritious, quality products -Wide product range Weaknesses Opportunities Strengths
- 31. Target Market Gen Z and Young Millennials Demographics ● 18-30 ● Anywhere in the US, but major concentrations in cities ● All genders Psychographics ● Enjoys snacking on-the-go ● Generally focused on mental and physical wellness ● Seeks new products via social media recommendations ● Active on social media
- 32. OUR MAUNA LOA PR PLAN!
- 33. COMMUNICATION OBJECTIVES brand awareness through social media activities Increase Heighten awareness of the sheer delight of macadamia nuts communication about the very distinct product lines & what Mauna Loa offers Improve Enhance understanding of your use of “wellness” among target audiences
- 34. OVERARCHING STRATEGY Promote the story of the nut itself - where it comes from, why it’s important to Hawaii, and that it’s a healthy & tasty snack to enjoy Establish Mauna Loa into one, very clear purposeful brand
- 35. STRATEGIES ● Differentiate the macadamia nut ● Capitalize on new sampling strategies ● Steamline messaging: sound/reading bytes, video ● Utilize Hawaiiana where it makes sense ● Feature various product lines ● Engage with popular Hawaiian influencers ● Emphasize the notion of “alchemist”
- 36. = + +
- 37. Variety “There’s a macadamia nut for everyone, whether it’s sweet, salty, or spicy” Health “A snack that tastes good and you can feel good while you eat it” KEY MESSAGES Sustainability “Perfect for your palate, pantry, and the planet” 02 01 03
- 38. TACTICS
- 39. Video Content TACTICS OVERVIEW Employee Focus Infographics Sampling Influencers Events
- 40. VIDEO CONTENT Capitalize on the popularity of video content while also providing a more captivating alternative to written text. We suggest: ● Homepage video ● Recipes ● Tour of facilities
- 41. HOMEPAGE VIDEO This example from Imperfect Foods shows how to tell the story of your brand through engaging video content.
- 42. MAUNA LOA HOMEPAGE VIDEO To create an instant connection with people who visit the Mauna Loa website, we suggest the homepage video be: ● One minute ● Macro-level ● Inspiring ● Hawaii imagery
- 43. RECIPES We suggest to convert the recipes on the Mauna Loa website into short-form videos. Here’s why: ● TikToks and Reels are growing in popularity ● A great way to engage micro influencers ● It allows you to recycle content in a more engaging way ● Stay relevant against your competitors ○ Consider a more robust posting calendar To best utilize video as a strategy, incorporating both long and short content is key.
- 44. TOUR OF FACILITIES Use videos to give consumers a glimpse into how macadamia nuts are farmed and why Mauna Loa is so special. This video should include: ● A tour of the nut farming facilities ● Mauna Loa’s sustainable initiatives ● Some of the lead employees involved in the farming process
- 45. EVENTS Motives behind hosting an event: ● Taste testing experience in class - changed multiple perspectives on nuts in general once people tried them ● Engaging and interactive with the public ● Great opportunity for social content for both Mauna Loa and earned media from visitors ● Increase brand reach & market share
- 46. EVENTS : Pop-Up Experience Host a pop-up experience on Abbot Kinney in the summer. Why Abbot Kinney? ● Young, hip neighborhood (target market) close to the beach ● Lots of foot traffic ● People come to walk around and eat Why a pop-up shop? ● Data for LA market spending supported in-person events and limited service restaurants expected to return to pre-COVID sales ● PR/ social media coverage of rebrand ● Drive trial for your new non-dairy ice cream and all your products to see what people favor the most ● Focus group findings - an experience to go out and get ice cream
- 47. INFLUENCERS Why influencers? ● Engage with audiences to tell the story of Mauna Loa ● High credibility and trusted among followers Tactical ideas ● Reach out to Hawaiian influencers for authenticity ● Host influencer retreat to boost storytelling content ● Educate followers Mauna Loa background/macadamia nuts in general ● Gift/pay micro-influencers to promote product
- 48. Krystal ● 4th grade teacher from Hawaii ● 33.8k Instagram followers Amanda Holtzer ● Nutritionist ● 37.5k Instagram followers Tiana Hannemann ● Hawaiian fitness influencer ● 6k Instagram followers INFLUENCER OUTREACH
- 49. HIGHLIGHT EMPLOYEES Featuring Mauna Loa Employees in communication materials : ● Builds a relationship between the company and customers ● Authentically shows how Hawaiian culture ties into the company ● Key opportunity for video content
- 50. SAMPLING brand awareness Create Build trust in a brand customer loyalty Foster Introduce new products Sampling is a useful way to:
- 51. SAMPLING If you decide to sample your products at grocery stores or food events, we suggest that Mauna Loa should… ● Create an engaging booth ● Invite customers to post their reaction to the product using a hashtag ○ For example: #MunchingOnMacs ● Scan a QR code & enter their information to be entered for a giveaway.
- 52. INFOGRAPHIC Infographics are a great way to quickly educate your audience about pillars of the Mauna Loa brand. We designed some mock-ups that we believe would work well on Instagram.
Editor's Notes
- We fellow a strategic planning model starting with perception… How mauna loa is affecting your consumers the moment and how they perceive the brand Primary and secondary research (holistic understanding) Messaging objectives Strategies and tactics
- Brigid Add in from
- Secondary Web searches / articles Influencers Instagram, TikTok Market research
- We know you know all of this, but we want you to know that we’ve absorbed it and have used it in our plan – “we noted” Use “lockdown” once instead of “pandemic”
- Acknowledge that they likely also know this Acknowledge influencers but let plan team present the details
- We held a tasting a few weeks ago to observe the flavor profiles of the original macadamia nuts Our class usually runs until 5 pm so a lot of us are itching for a snack to hold us over. This is definitely a great snack for someone that’s seeking something quick and satiating that will keep you fuller for longer. Myself and others can agree that just a handful of macadamia nuts curbed our hunger for the rest of class as opposed to an insulin spiking glucose filled snack like chips or a granola bar. As for the sea salt flavor, they were very rich, buttery, and light. The maui onion and garlic one was bold and savory, but not so overpowering to the point where you’d need a mint.
- -After our tasting experience, we conducted a poll to oversee our preference in flavor profile. Although the results were very close in number, the maui onion and garlic flavor was favored over the sea salt. - 7 out of 15 people preferred the sea salt whereas 8 out of 15 preferred the maui onion and garlic - They’re even perfect for anyone who follows a low fodmap, keto, paleo, or gluten free diet. - The importance of Gut health has really been highlighted this year due to a rise in digestion and bloating awareness. Mauna Loa health and wellness inclusive brand is vital for anyone aiming to optimize their health . -These nuts are an experience. If you want to taste a piece of Hawaii, reach for these. Imagine the taste of vegan butter dancing with a lightly salted nut. These creamy macadamia nuts are perfect for hikes, study snacks, or dinner parties
- Date of focus group
- Will not investigate Good news for you that they believe snacks are not bad Make the info on this slide pop a bit more (larger font, bold, etc)
- Going to get ice cream or having ice cream parties is experience, not part of meal
- Prof floto assigned us 4 case studies that she thought could inform our plan for you Here are the takeaways we gleaned and our thoughts on how they can impact Mauna Loa These case studies informed our plan for you
- What ML can learn from Patagonia
- You’ll see how videos and simple social content fit into our plan later
- We picked nestle bc its a chocolatier and have an array of snacks, even though they’re giant they face the same problems ML does Snacks as guilty pleasure Distinct preferences (flavor, type of chocolate)
- You’re obviously familiar with Hawaiian Airlines and we wanted to share our reactions to the brand
- We simply did the competitive analysis for mauna loa.
- Apologize for weakness/threats Add in animations
- Apologize for weakness/threats Add in animations
- Apologize for weakness/threats Add in animations
- Apologize for weakness/threats Add in animations
- To continue on, our strategies are first, differentiating the macadamia nut from other nuts and snack equivalents. We want to capitalize sampling strategies, and steamline messaging into short, easy-to absorb sound and reading bytes. With streamline messaging, we want to make better use of video content to visually engage the younger audiences. Our goal is to convince snackers that Mauna Loa should be their snack, and we want to utilize Hawaiiana but only when it makes sense. We also want to feature the various product lines and capitalize on popular Hawaiian influencers. Additionally, we want to emphasize the notion of “alchemist,” combining multiple elements to create the macadamia nut. What do you get when you combine hawaii, sustainability, and the Macadamia nut? You get Mauna Loa.
- Hawaii + sustainability + mac nuts = ML
- Before we hop into our tactics, we wanted to quickly go over our key messaging after gathering research we honed in on 3 messages to promote Mauna Loa products as sustainable , delieciohs snacks to Millineals and Gen Z and also create a distinct vision of the product for consumers. These are not slogans, but rather our internal messaging that we kept in mind throughout out planning. The first, focuses on variety, consumers want products that works for them and caters to their distinct preferences. As we did our tasting we definitely saw that there is a flavor for everyone, so our message is, “there’s a macadamia nut for everyone whether it’s sweet, salty or spicy” Our next message surrounds health. We saw that a huge factor for your target audience is health and we want to make sure customers know this is a snack they can feel good about that matches their lifestyle, With that our message is, “a snack that tastes good and you can feel good while you eat it” Lastly, we wanted to keep sustainability in mind, we know this is a huge part of Mauna Loas identify and also a focus for your target audience, with that we want to keep in mind that Mauna Loa products are perfect for your palate, pantry dnd the planet.
- Relate back to imperfect foods, play video
- We think you should take note of all of the cases we talked about who are all doing this, dont have to specify one particular case
- We recognize that you have some, but expanding it can be useful → tiktok / reel approach
- I’m Emily and The next tactic that we want to propose for Mauna Loa is hosting events. Events are the perfect opportunity for you to engage and interact with the public, promote your brand, and increase market share and brand reach. One of the main motives behind why we chose this tactic specifically for your company is because of the taste testing experience we had in class that greatly changed multiple perspectives on the macadamia nut and your brand. For me, personally I’ve never been a huge fan of snacking on nuts and have never purchased macadamia nuts in the grocery store; however, after trying Mauna Loa my perspective completely changed - I loved them and would purchase on my own as a filling and nutritious snack so is a great opportunity Moreover, hosting events are a great opportunity for capturing social content for Mauna Loa’s channels as well as earned media content from influencers that attend and the general public that stops by and posts about Mauna Loa.
- The specific event that we are proposing is to host a pop up experience on Abbot Kinney during the summer months from June to August, so a 3-month pop-up shop. Why did we choose Abbot Kinney? Abbot Kinney is a young, hip neighborhood with a population that fits the demographic and interests of your target market. It’s also right by the beach to fit the Hawaiian aesthetic with lots of foot traffic and people constantly walking around and grabbing bites of food.
- Our next tactic to connect with consumers is to begin highlighting Mauna Loa employees through a variety of communication materials. Through our case study of Hawaiian Airlines we saw one of the key takeaways was their focus on employees at all levels, and it really resonated with us and believe Mauna Loa can take a similar approach. Featuring employees in communication materials not only builds a relationship between the company and customers but it also authentically shows how Hawaiian culture ties into the company.
- Creates brand awareness through buzz or word of mouth