Marketing Plan
Heart to Heart Cereal by Kashi
“The first functionally enhanced cereal specifically designed for heart health!”
MARKETING PLAN
PATRICK GARBIN
MKTG 6010 – Marketing Management
Professor William All
Fall 2003
HEART TO HEART CEREAL
2
TABLE OF CONTENTS
I. Introduction Page 3
II. Executive Summary Page 3 – 4
III. Positioning Page 4
IV. Target Market Page 4
V. SWOT Analysis Page 4 - 5
VI. Competition Page 5 - 6
VII. Packaging Page 6
VIII. Marketing Tactics Page 6 - 7
IX. Advertising and Promotions Page 7
X. Distribution Page 7 - 8
XI. Pricing and Budget Page 8 - 10
XII. Evaluation of Results Page 10
HEART TO HEART CEREAL
3
I. INTRODUCTION
In October of 1983, Kashi, Seven Whole Grains and Sesame Breakfast Pilaf was introduced to breakfast consumers all over the world. To the dismay of the Kashi corporation, the reception of its pilaf was disheartening as it was discovered that people were somewhat reluctant to cook whole grains for over 25 minutes, and really did not know how to use the grains to benefit their health. Around that time period, the national news started to report the importance of fiber in nutrition, especially to people in the
United States. With this in mind and using Kashi Pilaf's Seven Whole Grain and Sesame formula as a base, the Kashi corporation invented Puffed Kashi in 1987, a pure, ready-toeat cold cereal. Since then, Kashi has introduced several other cereals including Good
Friends, GoLean, and soon will release Heart to Heart. As the Marketing Manager for the Kashi organization, it is my responsibility to develop a marketing plan for the newly developed Heart to Heart cereal. The following report is an attempt to accomplish this goal. II. EXECUTIVE SUMMARY
Heart to Heart is a healthy and good-tasting breakfast cereal containing whole oats and oat bran. While most health conscious cereals are beneficial to breakfast-eaters by being, for example, just nutritious, low in cholesterol, or helping weight loss,
“The first functionally enhanced cereal specifically designed for heart health!”
MARKETING PLAN
PATRICK GARBIN
MKTG 6010 – Marketing Management
Professor William All
Fall 2003
HEART TO HEART CEREAL
2
TABLE OF CONTENTS
I. Introduction Page 3
II. Executive Summary Page 3 – 4
III. Positioning Page 4
IV. Target Market Page 4
V. SWOT Analysis Page 4 - 5
VI. Competition Page 5 - 6
VII. Packaging Page 6
VIII. Marketing Tactics Page 6 - 7
IX. Advertising and Promotions Page 7
X. Distribution Page 7 - 8
XI. Pricing and Budget Page 8 - 10
XII. Evaluation of Results Page 10
HEART TO HEART CEREAL
3
I. INTRODUCTION
In October of 1983, Kashi, Seven Whole Grains and Sesame Breakfast Pilaf was introduced to breakfast consumers all over the world. To the dismay of the Kashi corporation, the reception of its pilaf was disheartening as it was discovered that people were somewhat reluctant to cook whole grains for over 25 minutes, and really did not know how to use the grains to benefit their health. Around that time period, the national news started to report the importance of fiber in nutrition, especially to people in the
United States. With this in mind and using Kashi Pilaf's Seven Whole Grain and Sesame formula as a base, the Kashi corporation invented Puffed Kashi in 1987, a pure, ready-toeat cold cereal. Since then, Kashi has introduced several other cereals including Good
Friends, GoLean, and soon will release Heart to Heart. As the Marketing Manager for the Kashi organization, it is my responsibility to develop a marketing plan for the newly developed Heart to Heart cereal. The following report is an attempt to accomplish this goal. II. EXECUTIVE SUMMARY
Heart to Heart is a healthy and good-tasting breakfast cereal containing whole oats and oat bran. While most health conscious cereals are beneficial to breakfast-eaters by being, for example, just nutritious, low in cholesterol, or helping weight loss,