ka presentation snhu adv

GROUP E

KitchenAid

Brand History

• Founded in 1919

• Focuses on high quality products for home and commercial kitchens.

• Doesn’t define the target market by strict demographics.

Brand Strengths and Opportunities

Subsidiary of Whirlpool

Wide Product RangePartnerships

Social Media in an Integrated Campaign

Foodie CultureE-Commerce

Weaknesses and Threats

Lack of Television Ads

Lack of Product Awareness

Boring Marketing

High Unemployment

Competitor Pricing

Possibility of Moving Factories Overseas

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.

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.

Tactics

Promote Diversity in ProductsPromote Ease of UseCross-Promote with Television ChefsPromote the Lifestyle Inherent with Good

FoodIncrease Use of Social Media

Tactics, Continued

Consumer EducationIntegrated Campaign Promote that KitchenAid is Made in the USAUse Regionally Appropriate AdvertisingTarget Foodies and Dieters

WITH THIS PHRASE IN MIND, WE WILL ENCOURAGE THE CONSUMER TO USE

KITCHENAID PRODUCTS TO MAKE THEIR LIVES MORE FULFILLING AND EASIER.

Live Life Better

Storyboards

Storyboards, Continued

Twitter Tumblr

Social Media Campaign Execution

Instagram Sketch

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?