CLIENT PROJECTKEMPS Vitaly IevlevAlan James MillerJason Antonio MurrayAleksander SeemanWilliam Adolph Springer

Marketing Challenge:●Challenge -

○ How can Kemps increase their market share amongst millennials?

●Why bother? -

○ Big demographic segment with high buying potential in the dairy industry. Almost untapped by Kemps.

●Why untapped? -

○ Kemps’ brand appeals to mothers/families. When kids turn into millennials they don’t buy Kemps branded products.

xploit:

Objective and solution:●To develop a new product that targets millennials.

●A new product under a new brand:○ xploit is the healthy, protein packed, frozen treat that enables

people to satisfy their sweet tooth while maintaining a nutritious diet.

●xploit is a new super premium ice cream that allows millennials who go to the gym regularly to treat themselves.

Segmentation & targeting: ●Millennial • Health-conscious •

Regular gym-goer (2+/w) • Employed • Graduate

● Brand Champion:“Luke” dedicated millennial

Positioning: Backup with data:

70% Factored Nutritional Value in their decision what treat to pick30% Taste Only60% of interviewees were interested in protein ice cream if it was unjunk.

Healthy / clean

Tasty but junk food

Prem

ium

Affo

rdab

le

70% care about nutrients for treats

30% taste only

Market size metrics:

75 M Millennials in the US (21% in Mid West)

50% of respondents treat themselves regularly.

Market size: 4+ million people

Source: Gallup.com So Far in 2015, More Americans Exercising

Frequently, by Rebecca Riffkin

Value proposition:

No preparationProtein in the form of a

treatA treat people won’t feel

guilty eating.

xploit: the treat that embodies an active and healthy lifestyle Protein ice-cream.

Fuel for body, happiness for mind

You can cheat clean

Sponsor triathlon Build public workout facilities

Differentiation● Better for summer season

than traditional protein

● Lack of regional competition

● Define our own markets

● A cohesive brand that provides more than just ice cream

Market research insights:Different gym goers have different needs

High metabolism looking for bulking

Weightlifters looking to cut fat

Health conscious working on their diet

Flavor

Respondents’ suggestions

less messy to eat

add some energy (caffeine)

frozen yogurt + protein

Pricing:●xploit $7/ pint. 6

servings 10g/ 71g

●Halo Top $6/ pint. 6 servings 6g/ 71g

●Quest 36$/ pack of 12 $3/serving 20g/ 60g

Marketing Implementation:Integrated Marketing with an emphasis on Digital

Influencer partnerships

Paid Media

Social: Facebook, Instagram, Twitter

New Website with blog

#ITreatMyGains & #xploityourgains Campaigns:Launch and Activation:

Partnership with Steve Cook

#ITreatMyGains

xploit sponsored meetup

#xploityourgains

Social media accounts

Samples of xploit at Midwestern gyms

TV and digital ad campaigns to increase brand awareness

Sustained Development:

Flexible yearlong communication plan

Email Marketing isn’t dead

Whole Foods, Kowalski’s, Lunds, Lifetime Fitness

Event Sponsorships

Collaborate with an established protein brand (ON, EAS, Muscle Pharm)

Measurement of Success:

Revenue

Brand awareness; social and digital activation

Improving social engagement

Sustainability