ka presentation snhu adv
TRANSCRIPT
![Page 1: KA Presentation SNHU ADV](https://reader035.vdocument.in/reader035/viewer/2022062708/558b249bd8b42a98478b4734/html5/thumbnails/1.jpg)
GROUP E
KitchenAid
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Brand History
• Founded in 1919
• Focuses on high quality products for home and commercial kitchens.
• Doesn’t define the target market by strict demographics.
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Brand Strengths and Opportunities
Subsidiary of Whirlpool
Wide Product RangePartnerships
Social Media in an Integrated Campaign
Foodie CultureE-Commerce
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Weaknesses and Threats
Lack of Television Ads
Lack of Product Awareness
Boring Marketing
High Unemployment
Competitor Pricing
Possibility of Moving Factories Overseas
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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.
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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.
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Tactics
Promote Diversity in ProductsPromote Ease of UseCross-Promote with Television ChefsPromote the Lifestyle Inherent with Good
FoodIncrease Use of Social Media
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Tactics, Continued
Consumer EducationIntegrated Campaign Promote that KitchenAid is Made in the USAUse Regionally Appropriate AdvertisingTarget Foodies and Dieters
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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
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Storyboards
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Storyboards, Continued
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Twitter Tumblr
Social Media Campaign Execution
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Instagram Sketch
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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?