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.
Qualitative • Focus Group Target Audiences • Interview Retailers Quantitative • Conduct Surveys After Taste Tests • U.S. Census Bureau Studies • 4% Rise in Family Income • Increase in Families Having Children Secondary • 64% Rise in Children Living With Grandparents • U.S. Bureau of Labor Studies • 62% Rise in Female Employment • Sales Data of Competitors
Strengths Weaknesses Opportunities Threats
S trengths • High brand loyalty • Healthier version of a dinner roll • Quick and easy for “on-the-go” W eaknesses • Strictly sold in the West Coast • Sold only in retail stores • Cannibalizing current products
O pportunities • Current health-conscious trend • Reach health-conscious customers nationally • Rise in female employment T hreats • Competitors • Low brand perception by people in the East • Changing health trends
SOCIAL TECHNOLOGICAL REGULATORY COMPETITION ECONOMIC Trend to be Expensive to eat virtually Food labeling Other established Cultural change healthy connected at all required brands times Rise of health- Rise of People who don’t Newly released Unemployment conscious women manufacturing eat bread/avoid rates decreasing food pyramid and men processing carbs Rise of obesity Trademark rates infringement
Proactive Parents Target Audiences Health- Conscious Retailers Grannies
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 Generate opportunities Market on social media for target audiences to try to establish a dialogue the product on product usage Sponsor a high profile Incorporate Corporate event to build product Social Responsibility excitement and reinforce incentives King’s Hawaiian’s health objective among families
Pitching to Media Engage with Social Media the Interaction Community
Newspapers Local newspapers Magazines Food Health Parenting Television Food Network Shows Health Programs National News Program Online Mommy food bloggers
Facebook & Twitter Competition Labor Day Recipe Cooking o Contest Pinterest Recipe boards o YouTube YouTube Cooking Series o Top food blogger Deb • Perelman, blogger of Smitten Kitchen
Sponsor family event • Little League Baseball o World Series Tournament Give back to the community in • a way that is relatable to parents Nonprofit partnership with o Feeding America’s Kids Cafe program Product taste demonstrations in • stores
• Clip online, print and media coverage • Evaluate the • Measured through viewership of the retail profits mediums Sales Media Profits Coverage Made Increased Attendance Influence at Event on Social Media • Number of attendees • Gained following • Sales at event • Statistics on how many stories are shared • Prominence of the media • Evaluate online Messages • Viewership of the event
THANK YOU
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