Situation: Kashi was created in the United States in 1984.

The brand focuses on encouraging a healthy diet, using natural ingredients, whole grains and no genetically modified organisms. igh in fiber and !rotein, Kashi has become a force among the fitness and health conscious community. The brand is mainly "nown for its brea"fast !roducts, but has also #entured into the snac" and fro$en dinner mar"et, without com!romising its original message of natural eating. %ultural &uel: Sometimes li#ing a healthy lifestyle seems im!ossible, es!ecially for a college student. 'ut Kashi has made it easier to continue the health (ourney. There is a belief that healthy food is e)!ensi#e and hard to find. Kashi has !ro#en that eating healthy can be affordable and accessible by selling their !roducts in stores that are well "nown. &or !eo!le who are (ust starting their health (ourney, Kashi has !roducts that will hel! !eo!le begin small without being o#erwhelmed during their transition to a more healthy lifestyle. *ll of these as!ects target a college student, who is trying to sa#e money and eat healthy amid a #ast array of unhealthy food o!tions. +ar"eting %ommunication ,ur!ose: -e are ad#ertising to college students who are searching for a !erfect brea"fast o!tion before starting their day. -e want them to "now that a tasty, healthy brea"fast e)ists through Kashi that can "ee! them full in the early !art of their day, !ro#ide them their nutrients and still taste good, without drastically lowering their ban" account or ta"ing a long time to !re!are. Target *udience: -e are targeting 18.// year old college students. %onsumer 0nsight: %ollege students are always on the go and do not ha#e time to sit down and ha#e a meal. This leads to unhealthy eating such as re!lacing unhealthy snac"s for a brea"fast, consuming fast food or s"i!!ing brea"fast altogether. They need a brea"fast that will "ee! them feeling full without feeling weighed down and groggy. *dditionally, students are money conscious and need to be assured that what they are buying is worth the !rice. *lthough Kashi may be a bit more e)!ensi#e than other leading brands, because of its high 1uality and !ro#en natural contents, it2s worth it. Kashi also aids in weight loss and increases o#erall fitness and health, a 1uality many college students desire in a food !roduct to a#oid undesired weight gain. %om!etition: 3ur main com!etition brands are &iber 3ne, 4ature 5alley, 6ua"er, S!ecial K, and 7eneral +ills. They sell !roducts li"e cereal and bars similar to our brand. 3ther com!etition may include brea"fast restaurants, diners and fast.food restaurants that ser#e brea"fast items on the go, such as Starbuc"s or +c8onald2s. %ommunication ,roblems: There is a stigma surrounding health food that it is fla#orless, boring and bland, while also being e)!ensi#e and hard to find. owe#er, Kashi isn2t e)!ensi#e and it2s

easily accessible. 'ut most im!ortantly, it tastes delicious. -e want college students to be aware that eating healthy is an o!tion and can be achie#ed, s!ecifically through Kashi. Unli"e other !roducts that claim to be healthy, Kashi actually is. 9ou can get your nutrients and you don2t ha#e to sacrifice much to do so. 'etter yet, you can get them on the go and still get that sweet taste on your tongue. 'ottom :ine &ocus of Sale: The focus of the sale is to con#ince 18.// year old college students that Kashi is a great way to get a tasty, healthy brea"fast before starting their busy day. Su!!ort: Kashi em!hasi$es their use of ; whole grains, natural ingredients, high !rotein and fiber, and no 7+3s. Their !ac"aging is !resented as sim!le with earth.tone colors to a!!eal to the en#ironmentally friendly and those see"ing a sim!le way to achie#e a healthy lifestyle. Tone and +anner: -e are aiming for a light.hearted, energetic and sim!le tone. The ad#ertisements will be fresh and sim!le, with light colors and an energetic #oice that will attract young adults. -e want Kashi to be #iewed as not (ust another brea"fast !roduct, but one that can bring o#erall health while also bringing en(oyment.