Kashi GOLEAN

Introduction to Marketing

Charlotte – Olga – Sutheerawan

Alyssa – Leo - Richard

Broad Product Market • Natural food including breakfast

options, snacks, and frozen entrees

Our Focus • Natural Cereal

Product Market

Product Type • Cereal that is healthy, good tasting, and environmentally friendly • Functional benefits include reduced

health risks and balanced nutrition

Naming the Product Market

Customer Needs • Leading a healthy and natural lifestyle • Improving both personal well-being and

the environment

Customer Types • Health and environmentally conscious

individuals • Tend to be younger, well educated,

higher income

Other Product Market Characteristics

Natural vs. Organic Food • Natural food does not contain added

colors, artificial flavors, or synthetic substances

• Natural food is not strictly regulated • Organic food must be certified by the

National Organic Program

Kashi's Commitment • Over half of their foods will be non-GMO

by the end of 2015 • Continued focus on adding more organic

ingredients • Eleven products have been Non-GMO

Project verified, but none are certified organic

Competition Analysis: • General Mills

Cheerios, Total, Chex, Wheaties & Fiber One • Post

Honey Bunches of Oats, Grape Nuts, Shredded Wheat

• Quaker Life, Mother's Natural Foods, Quaker

Oatmeal Squares • Kellogg's

Special K

Marketing Mix

PRODUCT • GOLEAN is one of the Kashi's product

family that emphasizes the protein and fiber rich content in interchangable choices of cold cereals, hot cereals and healthy crisp bars.

Cereals Bar

Cold Cereals Hot Cereals

PRICE • In-store price varies throughout the

GOLEAN products.

• Online store provides better choice of price on the selections. It ranges from $3.99 to no greater than $4.50 before tax.

PLACE • GOLEAN products are sold in Health-

food stores and supermarkets throughout the United States and Canada. They also have an online store.

PROMOTION • Kashi highly promotes their GOLEAN

products as having organic ingredients and non GMOs, no artificial flavors and no preservatives for their target market.

They also introduced the idea of choosing Kashi GOLEAN as the right breakfast choice and healthy diet.

Key Elements Communicated

• This cereal is good for you

• Helps with your inner health

• Adds energy

• Promotes a health-conscious lifestyle

Target Market

• Associative group comprised of individuals

• Typically young-to-middle-aged women

• Creates emotional tie to the Kashi brand

• Capitalizes on the current trend of being health conscious

• Kashi ads use average people performing inspiring activities

• These techniques are successful in communicating with their target market

Short and simple Suggestive of product benefits

Easy to spell and read Adaptable to packaging/labeling

needs

Easy to recognize and remember No undesirable imagery

Easy to pronounce Always timely (does not go out-of-

date)

Can be pronounced in only one

way

Adaptable to any advertising

medium

Can be pronounced in all

languages

(for international markets)

Legally available for use (not in use

b another firm)

Compare to: Cascadian Farm, Health Valley Organic, Nature’s Path

KASHI CHARACTERISTICS OF A GOOD BRAND NAME

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Registered Trademark

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Word Mark KASHI THE SEVEN WHOLE GRAIN COMPANY

Goods andServices

IC 005. US 006 018 044 046 051 052. G & S: MEAL REPLACEMENT AND DIETARY SUPPLEMENTDRINK MIXES [, NUTRITIONAL SUPPLEMENTS IN THE FORM OF FOOD BARS ]. FIRST USE:20050401. FIRST USE IN COMMERCE: 20050401

IC 030. US 046. G & S: PROCESSED CEREAL-DERIVED FOOD PRODUCT TO BE USED AS ABREAKFAST CEREAL, SNACK FOOD, OR INGREDIENT FOR MAKING FOOD, READY-TO-EATCEREAL, ROLLED OATS, OATMEAL, GRAIN BASED SNACK FOODS, READY-TO-EAT OAT BASEDSNACK FOOD, OAT FLAKES, PROCESSED CEREAL, FROZEN WAFFLES, CRACKERS, CEREAL-DERIVED FOOD BARS, GRANOLA BARS. FIRST USE: 20050401. FIRST USE IN COMMERCE: 20050401

MarkDrawingCode

(3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS

DesignSearch Code

05.15.25 - Other decorations made of plants26.11.21 - Rectangles that are completely or partially shaded26.11.25 - Rectangles with one or more curved sides

SerialNumber

78818310

Filing Date February 18, 2006

CurrentBasis

1A

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OriginalFiling Basis

1A

Published forOpposition

May 15, 2007

RegistrationNumber

3271943

RegistrationDate

July 31, 2007

Owner (REGISTRANT) KASHI COMPANY CORPORATION CALIFORNIA 4275 EXECUTIVE SQUARE, SUITE500 LA JOLLA CALIFORNIA 92037

PriorRegistrations

2530012;2993390;3063489;AND OTHERS

Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE "THE SEVEN WHOLE GRAIN COMPANY"APART FROM THE MARK AS SHOWN

Descriptionof Mark

The color(s) GREEN, WHITE AND LIGHT GREEN is/are claimed as a feature of the mark. The markconsists of A GREEN RECTANGLE WITH CURVED SIDES WITH A BORDER OF VARIEGATED GREENCONTAINING THE STYLIZED WORDING KASHI IN THE COLOR WHITE WITH A STYLIZED WHEATSYMBOL IN THE COLOR WHITE LOCATED ABOVE THE KASHI WORDING AND THE WORDING THESEVEN WHOLE GRAIN COMPANY IN THE COLOR LIGHT GREEN LOCATED BELOW THE KASHIWORDING.

Type of Mark TRADEMARK

Register PRINCIPAL

Affidavit Text SECT 15. SECT 8 (6-YR).

Live/DeadIndicator

LIVE

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WELL-RECOGNIZED BRANDS MAKES SHOPPING EASIER

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1) PRODUCT IS EASY TO LABEL AND IDENTIFY BY BRAND OR TRADEMARK

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2) Product quality easy to maintain and the best value for the price

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3) Dependable and widespread availability is possible.

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4) Demand is strong enough that the market price can be high enough to make the branding effort profitable. 5) There are economies of scale. If the branding is really successful, costs should drop and profits increase.

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6) Favorable shelf locations or display space in stores.

Whole Foods at 4th and Harrison, SF Safeway at Bryant and 16th, SF

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Achieving Brand Equity

• Kashi has met the conditions favorable to successful branding.

• Kashi has achieved: Brand recognition

Brand preference

Brand insistence

• Therefore, Kashi has achieved high brand equity in the market.

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