KASHI FROZEN PIZZAMEDIA PLAN

Team Protege Kayla Williams, Cori Pavlicko, Taylor Garland, Hillary Garland, David Ciavarello

Kashi is determined to play an important role in helping people lead healthier lives. Kashi offers a variety of healthy, natural food products such as Kashi Cereal and frozen packaged meals. In 2007, the Kashi brand added a new dimension to its position as a healthy quick serve – the all-natural frozen pizza. The pizza line consists of six flavors, these include: Caribbean Carnival, Mediterranean, Margherita, Mexicali Black Bean, Mushroom Trio and Spinach, and Roasted Vegetable.

Our team is taking steps to implement a 12-month campaign to increase brand awareness for the frozen pizza line. Many current Kashi consumers do not know about Kashi frozen pizza. Through this campaign, our aim is to grow frozen pizza sales by 15% to $40 million by the end of next year. We strive for all current Kashi consumers and many first-time buyers to make Kashi pizza a part of their daily lives.

Kashi has centered its marketing promotions around a message that encourages a healthy, active lifestyle among consumers. Our goal is to increase brand awareness among the primary target audience of health conscious, working women ages 18-54 with incomes ranging between $50,000 to $74, 999.

EXECUTIVE SUMMARY Advertisements will incorporate the tag line, “Kashi pizza… 7 Whole Grains in 1 Slice” to go along with Kashi’s “7 Whole Grains on a Mission”. Our media strategy will incorporate traditional and non-traditional media to create buzz and increase reach and frequency among consumers. Traditional media include: television, billboard, online, radio, and magazines. There is also a focus on non-traditional media. These include: mobile, social media, and email.

Our pulsing scheduling strategy will consist of continous advertising and promotion throughout the 12-month campaign, as well as months of increased advertising and promotion. Our geographic coverage will focus on two scopes, Spot and National. Specific regions, (St. Paul & Minneapolis, MN, Washington D.C., and Boston, MA) were chosen to have the most “weight” in advertisements because consumers from these areas focus on a healthy lifestyle. We hope that our plan exposes people to Kashi’s healthy, all-natural foods and encourages them to make healthier choices. This is a clear connection to who we are as a team and what Kashi stands for.

TABLE OF CONTENTS01

BRAND HISTORY & COMPANY

TARGET AUDIENCE

COMPETITIVE ENVIRONMENT

CREATIVE POSITIONING

COMPETITIVE MARKET

CONNECTION OPPORTUNITY

ADVERTISING & MEDIA ANALYSISCOMPETITIVE EXPENDITURE ANALYSISMEDIA MIXKEY CONSUMERSSEASONAL & GEOGRAPHIC FACTORSSWOT ANALYSIS

MARKETING & ADVERTISING OBJECTIVES02

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SITUATIONAL ANALYSIS

MARKETING STRATEGY

CREATIVE STRATEGY

MEDIA STRATEGY

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04MEDIA OBJECTIVESGEOGRAPHIC COVERAGEGEOGRAPHIC MARKETSSCHEDULING STRATEGYTIMING SCHEDULE

BUDGET ALLOCATION

NON-TRADITIONAL MEDIA

SCHEDULING

MEDIA MIXBUDGET USAGE

LAUNCH DATE

TRADITIONAL MEDIA

WORKS CITED

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SITUATIONAL ANALYSIS01

BRAND HISTORY & COMPANY Kashi’s brand focuses on health, fitness, and all-natural ingredients. The phrase “Kashi Seven Whole Grains & Sesame®” is trademarked by the company and used often for different marketing and advertising purposes. Kashi was recently acquired by Kellogg’s, most likely due to a well-predicted belief about the future growth of wholesale foods and organic products, which also define Kashi. Kashi also focuses on nutrition, making sure all Kashi products are nutrient-rich for their devoted customer base. Kashi utilizes their products’ nutritional information as a weapon against competition (as well as the organic quality of their ingredients), using various branding techniques to commonly remind consumers about Kashi’s healthy and nutritious quality.

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Following, are different product descriptions demonstrating the brand Kashi works hard to cultivate:

The pizza crust is made with our signature blend of Kashi Seven Whole Grains &Sesame® with flax seed and is stone-fired to bring out the natural flavors. Staying committed to healthy eating and exercise isn’t easy. That’s why we developed our GOLEAN® cereals, to be an easy part of your commitment to a healthier, leaner you. What’s more, our waffles have whole grains and fiber, and are free of artificial sweeteners, flavors, colors and preservatives. As demonstrated, the Kashi brand makes sure their products are known for including whole grains, nutrients, and lack of artificial sweeteners, preservatives, and chemicals. This helps Kashi appeal to their loyal, heatlh-and-fitness-conscious demographic (Kashi, 2013).

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Kashi’s competition includes manufacturers of all-natural snack alternatives (primarily carbohydrate-based), such as CLIF, Panda, Oikos, Snyder’s, Chobani, as well as wider, retail-based organic companies such as Trader Joe’s and Whole Foods. These companies all manufacture popular product lines based around the societal health trend and organic ingredients (Consumer Reports),(Smith, 2009). Kashi offers bars, cereals, and other quick-and-easy snacks that offer convenience without skipping on nutritional value. Similar companies focusing on adding value via this route include Laughing Cow, Luna, Balance Bar, KIND, Nature Valley, and Market Pantry (McLay),(Smith, 2009). This competition focuses on healthy and fast; commonly gravitating toward breakfast-oriented products. Kashi’s product majority offers high levels of protein, making the brand widely popular among weight-lifting and fitness crowds. Rival companies here include Pure Protein, Quest, MET-Rx, VPX, RiseBar, Power Bar, and Detour. These products offer lean, high, mobile levels of protein.

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Kashi’s owner, Kellogg’s, hosts a number of convenience-at-breakfast-oriented competitors, placing these rival companies among Kashi’s competition in turn, including General Foods, General Mills, Nestlé, Quaker Oats, and Alara Wholefoods, as well as small-scale and localized manufacturers (Market Research Reports), (Wikipedia, 2013). While these companies produce rival cereal and breakfast alternatives, they have also started focusing on healthy, organic ingredients. This accumulating competitive environment’s defining trend would be health. Each of these separate competition categories plasters their products with health-conscious messages, advertising artificial-sweetener-and chemical-free foods and snacks made with organic ingredients. This societal health trend opens up a secondary window for lean muscle gains via high protein, functional carbohydrates, low fat, and often high fiber (Quest, CLIF, Kellogg’s). Going to the gym and exercising regularly has become more popular than ever, improving Kashi and Kashi’s competitor’s overall market reach.

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Below is an average estimate of the competitive market share for frozen pizza.

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Competitive Environment

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Kashi's new frozen pizza line is important to focus on because raising sales and share in this market will effectively raise Kashi's overall sales and market considerably.

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Market Share - Frozen Pizza

Kashi has positioned itself as an umbrella brand containing various sub-branded products, which centrally focus on health. A common Kashi tagline is “7 Whole Grains on a Mission”, which reaffirms all-natural ingredients and organic production. “With 11 foods already non-GMO Project Verified and more on the way, we’re doing our part to create a more balanced food system,” is another tagline featured on Kashi’s homepage. This is another example of the Kashi brand working to maintain their societal position as one of health and wellness (Wikipedia, 2013).Kashi is promoting a contest called “The Great Organic Giveaway”, a name further pushing to cement Kashi as an industry standard for all-natural ingredients and products. This contest was developed to promote new Kashi cereals Cinnamon Harvest, Strawberry Fields, Berry Fruitful, Island Vanilla, Indigo Morning, and Simply Maize (Kashi, 2013). Perhaps Kashi’s strongest positioning asset is their website’s ‘recipes’ section, featuring many Kashi-free recipes for healthy meals from breakfasts to appetizers to desserts (Kashi, 2013). These recipes offer more alternative solutions to healthy dieting without directly promoting Kashi, yet indirectly positioning the brand within the health-conscious community.

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Nature Valley works hard to position themselves as the leading producer of healthy snacks and all-natural foods, making themselves strong contenders of Kashi. Recently, Nature Valley successfully attempted to boost their environmentally-conscious image with their ‘Preserve the Parks’ campaign, which raised money for and helped with restoration of America’s national parks. There is a thin line between environmentally-conscious and health-conscious and often both can describe the demographic Kashi and Nature Valley are targeting. General Mills is another competitor of Kashi, featuring well-established cereals like Cheerios, which are marketed for their ability to reduce cholesterol and heart disease (US Foods). General Mills now features healthy, organic alternatives to their classic products like Bisquick (now marketed as a good Calcium source), Fiber One for the line’s high fiber, and Yoplait Greek Yogurt for functional carbohydrates and lean protein.

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Consider, again, Kashi’s SOV regarding its new frozen pizza line. The most relevant competitor (frozen pizza manufacturer focusing on natural ingredients, whole grains, etc.) would be Lean Cuisine. Lean Cuisine spends a large amount of money on their overall advertising in this category, establishing themselves at 60% SOV, while Kashi represents less than 1%. Kashi focuses the majority of its promotional funding online (regarding pizza). Kashi represents 42% SOV in this category, and Lean Cuisine’s SOV drops to 54%. Kashi targets a generation familiar with technology, especially computers, and puts most of their advertising budget into online campaigns for this reason (Castillo).

COMPETITIVE EXPENDITURE ANALYSIS

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Now consider Kashi’s online power via WOM (Social Mention). According to SocialMention.com, Kashi’s online WOM SOV totals in at 14% strength with a 39% reach, with a vastly neutral sentiment, still much more positive than negative (66:3 positive: negative in the most recent batch of posts).

Nature Valley generates only 7% WOM SOV with 34% reach, but maintains a comparable sentiment ratio. General Mills generates 8% with 38% reach and has a somewhat worse sentiment ratio (35:8) (Social Mention).

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Existing for over 100 years, it’s no surprise the cereal industry (Kashi’s original stomping grounds) was worth $28 billion in 2010. Roughly ten years ago, $3.56 million was the average quarterly budget for major cereal companies’ advertising campaigns (with a max of approximately $10 million). These numbers have now skyrocketed since then, specifically for Kashi, following their absorption by Kellogg’s, whose parenting offers a much larger budget ($25 million on advertising in 2004) and many more advertising channels and networking opportunities (in 2005, Kellogg’s was able to fund an overseas advertising venture to promote Kashi in the United Kingdom).

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The great majority of Kashi’s advertising vehicles are online. The supplied Kashi case study supports that Kashi might benefit from using more differentiated vehicles: magazine, radio, newspaper, television, outdoor, and the yellow pages are all additional possibilities, holding up well via index analysis. This could also echo future, already-made advertising plans for the brand as a whole.

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Referring back again to the supplied Kashi case study, the main demographic for Kashi is described as one of self-improvement. This is additionally supported by their obvious campaign strategies and advertising styles. People looking to improve their lives and bodies (physically and mentally) are the target market for Kashi products and the main users currently. A 2010 National Center for Health Statistics data brief suggests a steady increase in health consciousness and routine exercise for 1 in 3 adults (32.4%), up drastically from 22.6% in 2000. This is good news for Kashi, because health

KEY CONSUMERS

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conscious people are much more likely to be interested in and even pay extra for Kashi’s healthy, organic products. This means that Kashi has a more promising future. Other possible / current consumers include bicyclists, healthy/natural food enthusiasts, fitness and exercise hobbyists, runners and joggers, campers and hikers, wildlife and environmental enthusiasts, as well as those who wish to not only improve their own health but the health of people around them (family, friends, employees, coworkers, customers, etc.).

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The most common time for Americans to become more health-conscious is supported as New Year’s Day and the following three months. This period follows a season filled with rich, family suppers and a usual disregard for caloric intake, which, when coupled with the commonplace revelations and promises of New Year’s Resolutions, yields a high local gym turnout (Barnes, 2012). These people being interested in fitness and weight loss fall into the target market for Kashi products, and Kashi can expect a yearly pulse of activity from January to March. It would be wise for Kashi to match this spike in potential business with an advertising campaign pulse of its own, beginning in December one month early, and peaking in late January.

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Following in June is a smaller aftershock of the same situation, this time influenced by the oncoming of beaches and bathing suits. Some are newcomers entirely, some steady from New Year’s Day, and some returning in hopes of redeeming lost enthusiasm for health and wellness. A smaller pulse of advertising from May to June would do well here for Kashi’s business as well.

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• Absorbed by Kellogg's (larger budget and more advertising capability and additional resources and connections)

• Established brand (still growing while exploring product lines).

• Healthy food products enjoyed year round by some and purchased in small

waves by others (during annual fitness trend times like New Year's Day and the oncoming of swimsuit season), Kashi lends itself to the potential of a simple pulsing advertisement campaign, which--though expensive--the company can afford to use effectively.

• Focusing on an audience dedicated to health and fitness also cuts off ties to a large portion of America and the U.K. that is not interested in lean muscle gains, fat loss, etc., and could also potentially find Kashi's brand and similar brands commanding, controlling, or pretentious.

• Some believe the wave of fitness and health consciousness that began in the late 90’s to be a long-term environmental trend. If this were true, Kashi stands to lose business as respective interest declines.

• Target audience of health and fitness enthusiasts promises a demographic that others look up to and follow. Appealing to Kashi's target audience is indirectly appealing to a secondary audience automatically, which means more potential business down

the road (Westover).

• Because of the still-growing environmental trend of weight-loss and fitness, many different compa-nies are still finding their ways into Kashi's indus-try. Ethnic, low-cal frozen dinners, Chobani, and CLIF, along with food stores like Trader Joe's and Whole Foods, are constantly growing and po-tentially threatening Kashi. The food stores, while sometimes selling Kashi products, also house a large amount of Kashi's com-petitors at all times (NBER, 2013).

• Declaring one's food / products organic means heavy criticism from a select crowd. Adding in the wrong ingredients or selling to the wrong locations / companies can generate negative publicity for Kashi.

• Kashi is developed in North America but still has room to improve on a global level. Currently the company is trying to expand in the U.K. There are other places around the world where Kashi could be selling in the future.

02 MARKETING STRATEGY

• Increase frozen pizza sales by 15% to $40 million by next year.

MARKETING OBJECTIVE

ADVERTISING OBJECTIVES

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• Use traditional and non-traditional media to create buzz and increase brand preference to 70% during the 12-month campaign.

• Persuade prospective customers to switch to Kashi brand.

• Increase product and brand awareness.

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03 CREATIVESTRATEGY

Our primary target audience are health conscious, working women. The age range of this woman is between 18-54, with emphasis on the 35-44 year old. Incomes range between $50,000 and $74, 999. The daily routine of our target audience can be described as follows: She wakes up early before work to exercise. This woman knows that healthiness is next godliness. Her education level ranges from high school to over-achieving college graduate.

She prides herself on hard work and dedication. She is employed full-time, primarily in the sales and office occupation. This office bound lady, enjoys her demanding job and greatly appreciates her family.

Most women in this group are married with some still living the single life. Whether she has a child or none at all, she still manages to appreciate the Kashi brand for all its benefits.

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In her household, Kashi pizza can be used as an after school snack or quick dinner. This fit woman shows up to the grocery store with her list in hand, eager to check off, yet another task during her busy day. This woman has done her research so she understands the culture of the Kashi brand. She is overjoyed to find our pizza sitting placed on the shelf in the frozen aisle. She appreciates the natural nutrition and tasty addition to the frozen food line.

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Kashi pizza is the best choice among all frozen pizza brands because it is both naturally nutritious and delicious.

Kashi Pizza is a continuation of the whole grains on a mission statement. Although Kashi’s mission statement is broad, it can still show how different products all resemble the same mission.

It is important to use Kashi’s original concept in each message, but at the same time, find new ways of promoting the pizza line.This will let others see the pizza’s contribution to the “mission”.

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Consumers are eager to explore new eating options that provide new taste as well as healthy alternatives. As consumers are exposed to our message, it is important that the they have the opportunity to understand the healthy benefits that Kashi provides. Kashi strives for the main focus to have the consumers’ best interest at heart. Exploring new advertising opportunities is the best way to keep consumers engaged. In addition to new media, it is imperative to reach the audience through outdoor, radio, television and magazine.

CONNECTION OPPORTUNITY

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“Kashi pizza… 7 whole grains in 1 slice” A sample advertisement would be: “...a lady waking up at 6 AM to prepare for work. She wakes up the rest of the family to get them ready for the day. There will be a ticking clock at the bottom of the screen as the commercial fast forwards through her busy day; (from her morning exercise to picking the kids up from school).

The clock stops as she pulls out the Kashi pizza, which allows the family to come together to enjoy something that is nutritious and delicious.”

04 MEDIASTRATEGY

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MEDIA OBJECTIVES

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Our goal is achieve a reach of 75% and an average of 6 times during the pulsing months of January and May. During the other months of the twelve-month campaign, our goal is to reach 70% and an average of 4 times. We chose a moderate reach to be able to get our message across to a larger portion of our target audience. Our frequency will be emphasized because of the many competitors’ of Kashi, the less established brand for frozen pizza category, and the low involvement that this purchase requires of consumers. With these objectives, we can ensure that through reach, the message will be exposed to our target and with the frequency higher, our target will be exposed multiple times.

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GEOGRAPHIC COVERAGEM

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Our geographic coverage will focus on two scopes. We will focus on both Spot and National. With the benefits of Spot television, we will be able to pick and chose the program and station that will be most effective for our brand. By placing the message in specific “spots,” we will have a higher chance for our target audience to see our message. Based on where the spot is placed, either a local or national spot, will enable a variety of pricing options that can be cooperative with our advertising budget.

A National campaign will run as well. This will be beneficial to creating awareness to possible consumers that may not live in our “spot” regions. This will open up the door to future customers that will be needed to strengthen the brand.

Below is an example of Top Ten TV Shows that have large viewing audiences provided by Nielson Top Ten Programs (Nielson).

Rank Program Rating Viewers (000)

1 ESPN NFL Regular Season 10.6 17,0422 Wheel of Fortune 7.5 11,9613 Judge Judy 7.5 10,4214 Jeopardy 6.7 10,4635 Big Bang Theory 6.0 9,3126 Family Feud 5.5 8,0567 2013 Regular Season Games 5.2 8,6348 Modern Family 4.8 7,3299 Big Bang Theory-Weekend 4.6 7,49510 Entertainment Tonight 3.9 5,645

We will run our “spot” advertising in specific geographic markets. These markets were chosen to target areas where consumers focus on a healthy lifestyle.

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St. Paul & Minneapolis, MN Known for their farmer’s markets that are very popular to the people that live here. The largest farmer’s market, the Minneapolis Farmer’s Market, has been around since 1937 and is open every Saturday. They promote this market through a local radio program. The people that inhabit St. Paul are avid bikers and are more likely to walk to work. They enjoy taking their dogs to the park, playing a few rounds of golf, and taking families to the local park.

Washington D.C. The nation’s capital has the highest percentage of fruits and vegetable consumption in the entire nation. They thrive on healthy eating habits and focus on nutritional value. Not only do they choose healthy foods, but they also continue this healthy lifestyle by visiting popular spots in the community like the Rock Creek Park and the Capital Crescent Trail. They seek outdoor activities that will allow them to stay healthy and active.

Boston, MA Due to the limited parking and close walking distance, the inhabitants of Boston will commute to their daily routines through walking or biking. This is the main mode of transportation in this city. This gives these people an open mind for healthy lifestyles as well as deciding on healthy foods. Boston was named one of the 15 great bike ride cities in the country. They are so well known for active bicyclists, that riders can even go on a bike tour through Fenway Park!

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SCHEDULING STRATEGY

12-month Schedule

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We recommend a focus on a pulsing style of scheduling, which will allow constant advertising and promotion throughout the 12-month campaign, as well as months of increased advertising and promotion. We will use a specific type of advanced reach, which will be the wedge pattern. This is important to use for new products and brands that are launching. With the wedge pattern, it will give us the heavier planning period at the start of the year and as our promotions and advertising wind down, it will slow down as well.

The main months that will have an increase will be the months of January and May. These months will be imperative to reach our target market. We chose January to coincide with the celebration of New Years Eve, which always comes with resolutions to eat healthy and workout on a regular basis. May is also a great month for Kashi, because this month is extremely important for the start of summer. Most consumers are preparing for the summer months, which will include vacations, increase in outdoor activities, and most importantly, it is bathing suit season. Given these reasons, consumers are ready to prepare by focusing on their eating habits as well as a workout routine.

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TIMING SCHEDULE

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Scheduling Timeline

§  Timeline of Campaign Schedule for 12 Months §  Advertising and Promotion schedule

§  Promoting Kashi Frozen pizza before peak periods to stay ahead of competition and remind customers of the product.

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We have created a schedule that will outline when we will run all types of media. We have chosen specific months that will allow that type of media to be as successful as possible.

Television will run strong the first of the year due to our launch date. This is also the time of year in which many people are inside watching television on a regular basis. We will run it until we hit May, which is the other month that will have an increased reach and frequency. It will stop after May due to the time of year in which many people are enjoying outdoor activities. Radio will be an all year media due to our target audience, women, are consistently on the go. This is a great time for them to hear about the product as they are commuting between their daily routines. We feel that this is a great media throughout the entire year. Magazine ads will run through the kick off campaign and into the summer months due to the fact that it is a strong medium for women. They will be heavily reading this while by the pool or at the beach during the summer.

We chose to run outdoor billboards during the summer months since it is a high traffic time of year. We decided that it is critical to also reinforce the product through the frequency of seeing the billboard for six months. Mobile will be a consistent media due to its nature. This is a media that can stay in constant contact with our market, especially when on the go. The promotional contests that Kashi will run will be in prime times of the year when cooking is important. We chose January to coincide with the launch date. April through June will be important for easy summer recipes for our market. October through December is a huge time for cooking due to the holidays. Our consumer wants to know the best way to cook their holiday favorites while staying true to their healthy lifestyle.

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LAUNCH DATE

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The launch date for Kashi All Natural Frozen Pizza will kick off on January 1st. This will be in perfect synchronization with New Year’s resolutions and the start of many new desires to focus on a healthy lifestyle. We chose this date as a reason to help those who made their resolutions and to show them that healthy food is good food. That it is a great decision for not only their current resolution but also a lifestyle choice.

With this launch date, Kashi will also start off with a bang! At this time, Kashi will start off with television advertisements, radio, magazine, mobile, social media, and our #getfitwithkashi yearlong campaign. This will be the first pulse in the timing schedule to really get the product across to our market. This will also help with introducing the next pulse for May. This will also be a low time for competitors to advertise because at this point, our market is not thinking of unhealthy foods. They will be choosing healthier alternatives to coincide with their resolutions as well as the upcoming summer season.

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BUDGET ALLOCATIONM

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We will use our media budget primarily on traditional methods of advertising and marketing. Our budget will be 15% of the national sales from last year, which was $36 million dollars. Our complete media budget that can be used for the different areas of media is $5.4 million dollars.

Below is the budget allocation chart, which shows the breakdown of how the budget will be allocated. The main part of our budget will be used for our selected traditional media such as TV, radio, magazines, and outdoor.

We will also include in the budget some non-traditional media as well. This will include social media, mobile, and email. Based on our timing schedule, the budget allocation will allow specific media to be fully used when we need them during the time of year.

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BUDGET USAGE

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This chart explains the proportion of the media budget that will be allocated for each media. This chart shows the way we will focus more budgets on certain medias and not so much on others. We can see that the top three medias that will be using most of our budget on TV, magazine, and promotional activities. Also we have included a table to breakdown spending for each media as well as the percentage associated with the budget.

Media Budget % Of Budget Radio $100,000 1.85%Television $2,000,000 37.03%Magazine $1,500,000 27.78%Outdoors $500,000 9.26%Email $100,000 1.85%Social Media $75,000 1.39%Mobile $75,000 1.39%Promotion $1,050,000 19.45%

Kashi will focus on traditional medias, which include: television, billboard, online, radio, and magazines. There are specific vehicles that will best suite each media and the best way to reach our target audience. There is also a similar focus on non-traditional media such as: mobile, social media, and email. The main promotion that Kashi currently focuses on, The Great Organic Giveaway, will also be applied. We will still run the current promotion but we will add an extra step. Kashi will be awarding winners and cash prizes up to $5,000. The focus of this promotion will be focused around the holiday season, which will tie into our launch date. This will encourage healthy eating even during the hardest of times! We also will execute a non-traditional strategy, which encompasses different types of social media. This will allow users to communicate and share their stories. We will also focus on newsletter email as well. This will give a constant reminder about the Kashi products and also can be used for coupons and updates.

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We can use specific vehicles to guide our message to our end consumer through each type of media. Each type of media also has its on strengths and weaknesses that will be high considerations for the way that these medias will be applied to our schedule. By focusing on specific measures, we can connect and communicate with our market.

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Television One of our top focuses for our media budget is television. The average American watches about 133 hours or so of television every month (Katz). We decided that television has many benefits that will help increase awareness of the product. Some great advantages are that it has a high reach, is an awareness builder, and includes a combination of sight, sound, and motion. Television also will give an immediate message, targetability for our market, and it will create an emotional connection to the consumer. On the downside it is very costly, which is why it will use a majority of our budget. There is limited exposure time which may make it difficult for it to be seen effectively and it can be have poor placement between ads and within programs. Given the advantages, we have decided that this still a great way to get our message across to our target market. Our target market, watches channels that include: CNN, Discovery Channel, Lifetime, MSNBC, Weather Channel, Food Network, and A&E Television Network. Based on these channels, our market also watches specific shows as well. So to reach them, we would use vehicles that will allow our advertisements to be seen. Some vehicles that would be effective include: CSI:, CSI: Miami, Amazing Race, Dr. Phil, House, Jeopardy, and Law & Order. These choices will be important to focus on because it will help achieve our objectives. The usage index for television is 95 and the budget for television is $2,000,000.

Outdoor Given a great location for a billboard, it can be very effective. In a typical busy location in the center of a city, more than 10,000 people are likely to pass a poster panel in a given month (Katz). This vehicle will be perfect to use for our specific geographic locations due to the large amount of inhabitants that commute to work through walking or biking. The outdoor buy also can reach over 80% of adults in a given area in a month (Katz). Billboards are large in size, have an effective reach, and are very cost efficient. The only downside for billboards is that there is a short exposure time and it can be a difficult to choose a location due to the limited control of placement. At this point, Kashi focuses very little on billboard advertisements, even though they have a good specific usage index. We will coordinate our billboard advertisements with our product during the summer so it will be more likely to be seen be our target. We will allocate $500,000 for outdoors from our budget.

Magazine Magazine is the second highest media that we allocated for our budget. The heaviest user of this medium is in the age range of 18 to 44 years, with a college education and household income of over $75,000 and employed in a professional job. This fits particularly well with our target market. We also chose to focus on magazines because they have high end users, allow enthusiasm for specific audiences, and they have long issue life. The downside of magazines on the other hand is the considerable lead-time that will be needed and the high cost of reaching the target audience. The current usage index for magazines is 89. We hope to increase this index due to the amount spent for our budget. The types of magazines that we will focus on will be Women, Travel, Outdoor Recreation, Airline, Business/Finance, and Health. The specific vehicles that we will place ad throughout can include magazines such as: Better Homes & Gardens, Good Housekeeping, People, Readers Digest, and Women’s Day. Kashi’s magazine budget is $1,500,000 for advertising in magazines specifically health, travel, interiors, outdoor recreation, and women’s magazines. Radio Radio is the oldest electronic advertising medium. The main key benefit for radio is the ability to go through single sources to place your ads across a region, or across the country. The main downside for radio is less flexibility to choose the stations you wish to be in. We decided to use this because for our on the go target market, they are able to hear our ads while daily commuting. According to the media handbook, 84% of listening occurs between 6:00am to 10:00am. Another great location for our target to hear our radio ads is at work. About 25% of radio listening happens at work, which is important due to the fact that our target is in the workforce (Katz). We budgeted $100,000 for our radio media budget.

Mobile

Billboard

Television Magazine

Radio

WORKS CITEDAdrian Castillo. Adrian Castillo. Retrieved 12 Nov. 2013. http://www.adriancastillo.com/. America’s Top 20 Healthiest Cities. (n.d.). Travel Channel. Web. 12 Nov. 2013. <http://www travelchannel.com/interests/wellness-and renewal/photos/americas-top-20-healthiest cities>. Amy Westover. Amy Westover. Retrieved 12 Nov. 2013. http://amwestover.weebly.com/. Answers.com. Answers. Retrieved Nov. 2013. http://www. answers.com/topic/kashi-company-1. Barnes, Patricia M. (2012). NCHS data brief ; no. 86. Youngstown State University--University Libraies. Retrieved 12 Nov. 2013. http://jupiter.ysu.edu/ search~S0?/X(exercise). Consumer Reports. Best Tasting Snack Bars. Retrieved 01 Nov. 2013. http://www.consumerreports.org/cr magazine/2013/07/best-tasting-snack-bars/index htm. Kashi. Brand Management -- Kashi GOLEAN. Retrieved 10 Oct. 2013.

Kashi. (2013). Kashi Campaign. Retrieved 12 Nov. 2013. http://issuu.com/laurenshaber/docs/kashi. Kashi. (2013) Kashi - Nutritious Foods | Protein Snacks, Recipes, Cereal, Meals. Retrieved 10 Oct. 2013. Kashi. (2013). Kashi - The Great Organic Giveaway Facebook. Retrieved 10 Oct. 2013.

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Katz, H. (2010). The Media Handbook. New York: NTC Business Books. (Original work published 1995). Market Research Reports. Breakfast and Cereal Industry: Market Research Reports, Statistics and Analysis. Retrieved 08 Nov. 2013. McLay, Brooke. 12 Organic Snacks You Simply Must Keep on Hand. Retrieved 12 Nov. 2013. NBER (2013). NBER Working Papers. Retrieved 08 Nov. 2013. http://www.nber.org/papers. Social Mention. Real Time Search - Social Mention. Re- trieved 12 Nov. 2013. http://www.socialme- tion.com/. Smith, M. C. (2009). Top 5 Organic Food Companies. Food Recipes RSS. Retrieved US Foods. US Foods, Inc. Names of Competitors. Retrieved 05 Nov. 2013. TOPTEN . (n.d.). Top Tens & Trends. Retrieved Decem ber 11, 2013, from http://www.nielsen.com/us/ en/top10s.html

Wikipedia. (2013). Category: Breakfast Cereal Compa nies. Wikimedia Foundation. Retrieved Nov. 2013. Wikipedia. (2013). Kashi (company). Wikimedia Foun dation. Retrieved 07 Nov. 2013. http:// en.wikipedia.org/wiki/Kashi_(company).

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NON-TRADITIONAL MEDIAM

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Mobile With currently five billion users of mobile devices, this is a great way to incorporate mobile uses for this product. These devices are considered an “everywhere medium,” in which you can get direct consumer response at any time of day. Kashi is a company that is generation friendly meaning that Kashi stays up-to-date on the current technologies that are in high use. Their mobile advertising currently does very well. The specific usage index is a 104. We will continue to use this advertising but we will not spend as much of the budget on it as we will our other methods. We will be allocating $75,000 on mobile advertisements. Mobile devices can be used to deliver coupons to consumers so they can react by using them to purchase our product. This can give immediate use for this type of communication. They can download all of the coupons from the Kashi website. The downside of smart phones is that too many mobile advertisements or promotions can cause consumers to become annoyed and even stop them from purchasing the product (Katz, 2010).

Social Media & Email These two types of non-traditional media will be used as a joint way to reach more of the target market. Kashi’s current social media strategy focus is on Facebook, Pinterest, and YouTube. They allow their users, all 750,000 of them, on Facebook to like and share current recipes, inspirational photos, and quotes. Their Pinterest page includes boards that show recipes from holidays to breakfast and even how to make healthy choices for kids. Their YouTube page shares community involvement, healthy impacts, a close-up of Kashi, and real food recipes. This allows Kashi to keep up with relevant technological advances and connect in real time with their consumer. As for email, those interested can sign up for natural news that sends fresh newsletters talking about recipes, healthy choices, and the Kashi brand (Kashi). We allocated $100,000 for social media efforts and $75,000 for email.

Non-Traditional Media Strategy Kashi will perform a strategy execution called #getfitwithkashi campaign. The goal of this particular campaign is to increase the communication levels, brand awareness, and to create a positive buzz in the media. We will run a campaign on social media during our pulsing months that will coincide with our other medias that will be running. This will increase the awareness as well as the reach and allow users to get fit. Our social media campaign will include combine different types of media. We want our consumers to upload photos to the Kashi Facebook page of their goals in January, their progress in May, and what they are doing during the summer to continue their goals. The users can upload videos to our YouTube page; describe their goals, and how they are getting fit. They can upload photos to our Facebook and instagram page of them in action and their goal sheet, and they can tweet their progress. We will have a standardized hash tag of #getfitwithkashi. This will allow users to position the Kashi brand in their mind in a positive manner. The challenge will also help encourage others to choose a healthy lifestyle through the use of many the different platforms of social media.

The Great Organic Giveaway promotion is a current promotion that Kashi uses to promote their recipe section on their website. Our analysis pointed out that a big hit on their website is the section where people can search for new and interesting recipe’s that are healthy and different. Around the holiday season, we will reach out to these recipe lovers and advertise to our consumers to encourage them to submit their healthy holiday recipes! Then, they can vote on others and the winner will receive a cash prize of $5,000. We hope that this promotion will help people reach their New Year’s resolutions by trying different healthy recipes from people all over the world!

For both promotional non-traditional media strategies, we allocated $1,050,000 in our budget. This will help with Kashi’s current promotion as well as the addition that we added to coincide with our schedule. This budget will also be used for our #getfitwithkashi campaign as well.