4. STRENGTH
+ Strong positioning as a
weight loss brand
OPPORTUNITY
Trend towards health
consciousness
SWOT ANALYSIS
WEAKNESS
- Not enough nutritional
value
THREAT
Consumers are becoming
more aware/skeptical of
ingredients
5. •
•
•
•
•
•
•
•
•
•
•
•
•
DEMOGRAPHICS
18-24 year-old
health-conscious females
Students & young professionals
HHI of $28k-$50k
Current Audience:
18-55 year-old females
HHI of $50k+
WHAT ARE THEY LIKE?
Highly engaged, tech-savvy
Want clear, interactive messaging
Skeptical of advertising
Primary target for health/wellness initiatives
Expect social consciousness
Not as concerned with price
TARGET AUDIENCE
6. •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
WHERE CAN WE REACH THEM?
Internet
Television
Magazines
Social Media
WHAT ARE THEY READING?
Bridal Guide
Cosmopolitan
Elle
Glamour
InTouch
WHAT WEBSITES ARE THEY VISITING?
Gmail
VEVO
Yahoo! Answers
Fandango
Adult Swim
Comedy Central
Fuel TV
MTV
VH1
WHAT ARE THEY WATCHING?
TARGET AUDIENCE
7. •
•
•
•
•
•
•
•
•
•
•
•
METHOD: QUALITATIVE
One on One Interviews; Women 22-58
Main purchasing reasons of Special K: taste and nutritional value
No one seriously considered Special K challenge
Mixed reviews: some thought Special K is healthy but preferred other
brands because of ingredients
Taste Test; Men and Women 25-80
Preference to hot cereal over cold cereal
3 out of 7 preferred Special K over Cheerios and Kashi
Special K’s simple flavor would pair well with granola and fruit
Grocery Store Follows; Stop & Shop; Women mid 20s to early 60s
Preferred original Special K because it contains less sugar
No standout preferences or loyalties to a brand
Special K is too plain, does not have enough taste
PRIMARY RESEARCH
8. •
•
•
•
METHOD: QUANTITATIVE SURVEY
Sample size: 46, convenience sample •
61% female, 39% male
•
87% between the ages 20-29
•
84% single with no children
52% eat cereal 1-2 days a week
44% buy cereal once a month
69% eat cereal for meals other
than breakfast
Value of Attributes
PRIMARY RESEARCH
9. The PROBLEM to be solved is that the consumers who are going to enter
the current Special K target market are beginning to lead overall more healthy
lifestyles and think Special K is solely about weight loss and not health in
general.
The key consumer INSIGHT we uncovered is that the current Special K
audience is loyal but the younger generations are more considerate of
health/wellness and are more particular about the ingredients in their food.
THE PROBLEM & KEY INSIGHTS
10. “THE WHOLE WAY THERE”
Special K is with you on your journey toward a wholesome, healthier lifestyle.
•
•
•
SUPPORTING POINTS
Weight is just a number and not the only factor in a healthy lifestyle
Special K has reformulated their cereal in an effort to cut back on nonbeneficial ingredients
The younger audience is more health conscious – Special k must target this
audience in order to grow in the market.
THE BIG IDEA
14. #THEWHOLEWAYTHERE
•
•
•
•
Purpose: draw attention to
Special K’s Twitter page
The hash tag will promote runs,
hikes, and other wellness journey
around the U.S.
Special K will post times,
dates, and locations of
events where followers can
meet up and participate
Audience will be asked to share
experiences using the hash tag
on Twitter, Facebook, Instagram,
Pinterest, and Vine
SOCIAL MEDIA
