Jour 451 4/23/2012 Molly, Tracie, Stephanie, Yul Family-owned - - PowerPoint PPT Presentation
Jour 451 4/23/2012 Molly, Tracie, Stephanie, Yul Family-owned bakery founded in 1950 Combination of delicious taste and Aloha Spirit Offer 12 various bread products Producer of Americas #1 Hawaiian sweet bread; Best Taste
Jour 451 4/23/2012 Molly, Tracie, Stephanie, Yul
Family-owned bakery founded in
1950
Combination of delicious taste
and Aloha Spirit
Offer 12 various bread products Producer of America’s #1
Hawaiian sweet bread; Best Taste Award
Socially responsible: “Green
Vision” program
Annual Revenue of $110 million
Health concern makes eating multigrain
food a trend
Launch new multigrain roll product to
expand product line and establish itself a healthy bread brand in the East Coast market
Build awareness and influence health-conscious customers
to consider the purchase of King’s Hawaiian Multigrain Rolls
Increase exposure of the King’s Hawaiian brand in the East
Coast territory
To identify key audiences and audience
segments interested in purchasing King’s Hawaiian Multigrain Rolls
To identify key health trends among
Americans consuming multigrain bread.
Strengths Weaknesses Opportunities Threats
Strengths
Weaknesses
SOCIAL Cultural change Rise of health- conscious women and men Rise of obesity rates ECONOMIC Expensive to eat healthy Unemployment rates decreasing TECHNOLOGICAL Trend to be virtually connected at all times Rise of manufacturing processing REGULATORY Food labeling required Newly released food pyramid Trademark infringement COMPETITION Other established brands People who don’t eat bread/avoid carbs
Target Audiences
Proactive Parents Health- Conscious Grannies Retailers
30-55 Years Old Have Kids between the ages of
3-15
Working Busy lives Active Both parents have childbearing
responsibilities
Middle Class
60-80 Years Old Active Look for Healthy Options to
Prolong Life
Cook Often Grew Up With Dinner Rolls Host Family Gatherings
Supermarkets West Coast Ralph’s, Vons and Sam’s
Club
East Coast Krouger and Gristeads Convenience Stores Walgreens, Walmart and
ShopRite
Overarching Message: King’s Hawaiian Bread,
serving the number one bread roll in the nation, is proud to announce the launch of a new healthy and flavorful multigrain roll that will inspire families to eat healthy and enjoy meals together.
With only 40 calories per roll, King’s Hawaiian Multigrain Roll is a great low-calorie treat with the nutrients to keep a healthy body and mind. Keep the tradition and bring the family together this evening to enjoy warm, delicious King’s Hawaiian Multigrain Rolls that are the perfect and healthy supplement to any meal. As a new trend to be health-conscious, shoppers want healthier choices at their local grocery markets. King’s Hawaiian Multigrain Rolls has 20 grams of whole grains and 5 grams of fiber that will diversify your product portfolio and give your customers the healthier alternative they want to purchase.
Use national and local media to build customer awareness Market on social media to establish a dialogue
Sponsor a high profile event to build product excitement and reinforce King’s Hawaiian’s health
Incorporate Corporate Social Responsibility incentives Generate opportunities for target audiences to try the product
Pitching to Media Social Media Interaction Engage with the Community
Newspapers
Local newspapers
Magazines
Food
Health
Parenting
Television
Food Network Shows
Health Programs
National News Program
Online
Mommy food bloggers
Facebook & Twitter Competition
Contest
YouTube
Perelman, blogger of Smitten Kitchen
World Series Tournament
a way that is relatable to parents
Feeding America’s Kids Cafe program
stores
stories are shared
Messages
media
media coverage
viewership of the mediums
retail profits
Sales Profits Made Media Coverage Increased Influence
Media Attendance at Event