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GROUP E
KitchenAid
Brand History
• Founded in 1919
• Focuses on high quality products for home and commercial kitchens.
• Doesn’t define the target market by strict demographics.
Brand Strengths and Opportunities
Subsidiary of Whirlpool
Wide Product RangePartnerships
Social Media in an Integrated Campaign
Foodie CultureE-Commerce
Weaknesses and Threats
Lack of Television Ads
Lack of Product Awareness
Boring Marketing
High Unemployment
Competitor Pricing
Possibility of Moving Factories Overseas
Objectives
Increase brand awareness regionally offline and online.
Increase market share by 8%-10%.Increase brand loyalty and brand preference
and affinity with customers.Increase cross selling among product
extensions.Develop a more emotional selling proposition
for the brand.
Objectives, Continued
Develop a value proposition of more benefits for same price.
Increase customer perception.Increase sales by 35% over the next fiscal
year.Extend brand reach outside of the standard
demographic of 25-40 year old middle class people. Make the company approachable for those of lower income as well as college-aged adults.
Tactics
Promote Diversity in ProductsPromote Ease of UseCross-Promote with Television ChefsPromote the Lifestyle Inherent with Good
FoodIncrease Use of Social Media
Tactics, Continued
Consumer EducationIntegrated Campaign Promote that KitchenAid is Made in the USAUse Regionally Appropriate AdvertisingTarget Foodies and Dieters
WITH THIS PHRASE IN MIND, WE WILL ENCOURAGE THE CONSUMER TO USE
KITCHENAID PRODUCTS TO MAKE THEIR LIVES MORE FULFILLING AND EASIER.
Live Life Better
Storyboards
Storyboards, Continued
Twitter Tumblr
Social Media Campaign Execution
Instagram Sketch
Questions
How will you ensure brand message unification among the different platforms?
Why should we bother with social media?
How will regional advertisement work?
How will commercial customers be reached?