Joe Mazanec
Media Planing
Frank Wirth
April 18, 2012
Executive Summary
Kashi was started in 1984 to start a new blend of grains to make food that is good
and good for you. The company started with using the seven whole grains that they still
use today to make better, healthier foods. The company wanted to focus on being pure
and kosher. This is where their name came from. It started out as “Kushi”, then they
evolved into Kashi. This word means several things in several languages: porridge in
Russian, happy in Chinese, and energy in Japanese. This is what the founders wanted to
start their brand on.
The brand started out with just doing cereal and grains. Then, as they grew
bigger, the company was picked up by the Kellogg food company because of their need
to expand their brand portfolio. Then, following this expansion, the Kashi company
started to introduce more snacks and expand more into a lifestyle. Then, in 2007, the
brand finally released frozen foods that could be heated up as entire meals, including
their pizza.
The brand has set out to be a great alternative to snacking and getting a healthier
edge on your life. This brand does not just want to have something that is healthy for you
and tastes bad. They want to make the best tasting and best food that you can eat as their
product. They are a small team of 70 people that scavenge the world to find the best
ingredients and best combinations to make their food stand out to be one of the best
natural foods on the market.
The natural food market is on the rise, especially in the United States. You can get
most organic foods at such places as Whole Foods or Trader Joe’s. These places have
been on the rise and are at the peak of their existence.
The goals for this campaign are simple. Kashi wants to increase sales by 11%.
Also, they would like to heighten their brand image and try and make the natural food
market their market. They will be the dominant presence in that market. When people
think of organic and natural foods, they will immediately go to the brand Kashi.
Category
The category of frozen pizzas has been around for the past couple of decades because of
its ease of use. It is quite simple for a mother to feed a family with a frozen pizza that
can be popped in the oven and out in less than 20 minutes. These types of pizzas have
been a staple in some families’ diets for a number of years. This love for frozen pizza
with a combination of the rise of the organic food market leaves a gap for healthy frozen
pizza. Kashi states that they want to have a great alternative to snacking and make it
natural. This will cover both of these topics. The frozen pizza will be made from all
natural ingredients and it will be healthy, but it will also be quick and easy to make. This
will make the mothers that are providing their children with food feel a lot better because
they will feel like good mothers for helping their children.
Target Market
Women from the ages of 25-54. They are moms and have a job in sales, office, and
professional, $50K, married, at least one child, own their home.
Competitors (4)
California Pizza Kitchen
-owned by Kraft foods company
-run a consistent spending schedule, but cut out a couple of months
-first to run alternative types of frozen pizzas
-offered in over ten countries around the world
Healthy Choice
-healthy choice offers real ingredients
-have good food, just less portions
-poor spending and advertising only in two months
Lean Cuisine
-owned by Nestle
-get crispy crust from the microwave
-low in fat so you can feel good about it
Media Mix
The plan will include having the Internet, magazine, and television, in both
network and spot. The reason for this is the way that it is weighed out in the quintiles
sheet. Also, these products are a more visual product and needs to be viewed by the
consumer.
Internet
The internet ads will be shown on health blogs such as “The Health Care Blog” and the
“Health Blog” for the New York Times. Also, these products will be shown on
magazines read online such as “Cooking Light” and “Women’s Health”. The
advertisements will also appear on “Mommy Blogs” such as “Five of My Own” and
“Mondays with Mac”. This will directly target and get our product visually recognized
by the specific target that we are trying to achieve.
Television
There will be several shows that are targeted during the area that is before prime time.
We will target shows such as the rerun specials such as “Seinfeld”, “Friends”, and “King
of Queens”. These shows are being heavily watched by moms, who get home with their
kids and want to watch some television while preparing dinner or waiting for their
husband. The heavier months during the year will be covered by national television, but
for some of our weaker months there will be spot in our top 15 markets.
Magazine
The magazines that will be covered are: Cooking Light, Women’s Health, Cosmopolitan,
Good Housekeeping, and Family Circle. These magazines are targeted to the women and
mothers that are trying to have a healthier edge on things. These mothers would be the
ones to most likely buy our product.
SWOT
-Strengths
-only one in category with “natural ingredient” seal
-relatively cheap
-strong brand presence
-location and lifestyle specific
-Weaknesses
-may be a turn off for some family members
-is pigeonholed in positioning
-people already have preconceived notions
-Opportunities
-the healthy industry has been on the rise in the past decade and is only getting stronger
-encourage the people who have already bought it
-can use the natural seal could help
-Threats
-people are not going to get used alternative pizza
-the select regions are hard to achieve
-other companies are on the rise, but still relatively small
Competitive implications
Kashi has the highest budget in the market. The distribution can be owned in any of the
three fields that we are choosing to concentrate in. These other types of pizzas and
microwaveable meals are not as comparable to the Kashi pizza. They are too different to
compare.
CK Brief
Target: Primary: Mothers that make dinner for their family from the ages of 35-54.
However, also concentrating on a wider women spectrum including the 25-34 year olds.
Single Minded Idea: Looking good must start with food and develop a lifestyle
Two Fresh Human Insights:
- Moms want to have an easy way to provide healthy choices
- Healthy environments starts with food and peoples attitude towards it.
Goals of Creative: Gain positioning and make the Kashi name known in the frozen pizza
and dinner market.
Deliveries
Print: The print in the magazines will be a mother serving her family on the back porch
of their house on a sunny summer day. The copy with read, “Kashi’s seven whole grains
keep your kids healthy and focused. Seven whole grains on a mission.”
Television: There is a mother with a lot to do, but she has a calm face on. She keeps
pushing through her day, and she comes home and puts the Kashi pizza in the oven. She
serves it to her happy family. A smooth Colby Calliet song plays throughout the
commercial. The copy reads, “Seven Whole Grains on a mission. Our mission is to make
your life easier to live while staying healthy.”
Internet: There will be banner and block ads online as well as sponsored searches. The
ads will show a healthy family eating the pizza and the copy says “Seven Whole Grains
mission: complete.”
Media planning parameters
March, April, September, October:
Spot markets for television will be used in 30-second ads. The national magazines will
be full 4 color ads. The Internet will still have ads running on it. This period is the
weaker schedule to help build up and come down from our four month period of heavy
media. The spot markets are listed below.
May, June, July, August:
Continuity
This plan is a combination of flighting and pulsing. It runs for eight months, but for four
months it is strong and the other four are a little less strong. This is because of the way
that other brands have spent and people’s attitude towards the health food in these
seasons. This is also based on the MRI seasonality data.
Geographical Markets
-San Francisco, New York City, Palm Springs, CA, Santa Barbara, Miami, Honolulu, San
Diego, West Palm Beach, Los Angeles, Denver, Seattle, Portland, Salt Lake City, and
Orlando
These markets were chosen based on the weighting of the MRI data that is attached.
Also, the information about the strong markets was given and taken into account.
Sales Promotion
We will have street teams in the top five markets which include: LA, Miami, New York,
Seattle, and Santa Barbara. They will be letting people try the product wherever they are.
They will hand out slices of pizza as well as other Kashi products. This will cost around
$1 million. It will help people try this item in the major markets we are catering to.
Social Media
The twitter and foursquare will be active with updates about the trucks and street teams.
Also, if you check into the location they have set up, you will get a coupon for a buy one
get one free pizza. Also, celebrities will be highlighted on our twitter page to promote
and give people a years worth of pizza.