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Kashi Go Lean Crunch
Transcript of Kashi Go Lean Crunch
By: Sari, Emma, Sarbick Kashi Go Lean Crunch
Introduction Kashi Company Background Competitive Analysis "Delicious clusters of Seven Whole Grains & Sesame with a touch of honey and cinnamon and toasted for a hearty crunch." Founded 1984, La-Jolla California
A niche market before it was a niche market
2000, Acquisition with Kellogg's
2005, United Kingdom Launch
2005, First Go Lean Advertising Campaign
2006, Product Expansion
2007, Prodcut Expansion - Frozen Foods Taste Test! The Kashi Company Mission "Seven whole grains on a mission"
"At the end of the day we’re still striving to give people what they need to live their best lives. And that’s what we’ll continue to do-very happily.” Kellogg's and the Kashi Company In North America, Kellogg’s is a category leader in cereals capturing 33.6% of market sales in 2011 When Kellog’s absorbed Kashi in 2000, it only had sales of about $25 million. Kellogg’s purchased Kashi for $33 million. After years of growth in North American, Kashi reached revenue of $600 million in 2011 Kashi Product Lines Sales Trends Advertising Trends Kellogg's Annual Report Findings Go Lean Crunch: Situational Analysis Strengths
Threats Macro Environmental Factors Demographics
Cultural Target Market Analysis Demographics
Psychographics Product Category Cold, Ready to Eat Cereal & Granola
Natural, non preservatives, healthy Competitive Environment Direct Competition
Indirect Competition Kashi Go Lean Crunch Go Lean Crunch has authentic real ingredients. Kashi cereals are made with 7 whole grains and have no artificial sweeteners, colours, flavours or preservatives.
Kashi is the 7 whole grain company. Nature's Path Organic Sunrise Crunchy Vanilla Nature's Path believes that health food can be good too. Nature’s path is about discovering new and exotic organic recipes to create the new tasty foods with goodness. Quaker Oat's Harvest Crunch Original Granola Cereal The power of the oat is the mandate of our always-wholesome products. The oat gives you energy, reduces cholesterol and is a great source of fibre Post Great Grains Cereal
Original Nut Medley The grain itself is less processed; the difference in quality is actually visible General Mills Cascadian Farms
French Vanilla Almond Granola Preserving our Planet for Future Generations to Come. Dedication to organic goodness in food. Competitive Advantage It is inside the box that matters. Go Lean Crunch is a product of Kashi, the 7 whole grain company. Rationale Kashi Go Lean Crunch is the partner for the consumer to actualize their confidence in maintaining a balanced lifestyle. Brand Positioning Positioning Statement
For those who love a green, healthy balanced lifestyle, Kashi’s Go Lean Crunch is the whole grain, high protein, high fibre naturally authentic cereal that tastes great. Who are they?
How do they act? User Profiles: Target Group Jaclyn Karen The Marketing Mix Product Go Lean Crunch is a convenience product Product Attributes Branding Brand Personality mission oriented, passionate, driven, ambitious, stable natural, healthy, empathetic, universal, multi-dimensional, community person Go Lean Crunch: The 4 P's Package and Labelling Go Lean Crunch is “food for change”. “Wellness isn’t a race – it’s a journey! And everyday is an opportunity to live life a little healthier than the day before. At Kashi we truly believe that when we eat well, we feel well. Our Kashi cereals are made with all natural ingredients and a unique blend of seven whole grains to help you start on a path to positive change Price Go Lean Crunch: $5.48 Pricing Strategy Cost Plus Pricing
Internal/External Influences Place/Distribution Canada
UK Promotion Advertising
Direct Print Ads Television
Commercials “If you eat a little better, you can feel a little better” "Stand up to temptation with Kashi Go Lean Crunch" Earth Day 2012 Commercial. Kashi in support of sustainable earth efforts. PR/Online Social Media Sales Promotion Shelf Talkers
Online Deals Online Banner Ads Food For Thought: If we were marketing managers..
We Would Keep
Online Community, Social Media
Kashi Brand Identity, Logo and Labeling
Focus on product attributes as selling point We would change..
More product specific advertising for Go Lean, less about Kashi Company generally
Expand all product lines to Canada; strong potential THANK YOU!
Questions? Distribution Network