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SPECIAL K

OVERVIEW

SituationAnalysis &SWOT

TARGETAUDIENCE The Problem

The InsightThe Objective

Campaign& MediaPlan

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SITUATIONAL ANALYSIS

Category

COMPANY

Consumer

Culture

Competition

COMMUNICATION

SWOT ANALYSIS

STRENGTH+ Strong positioning as aweight loss brand

OPPORTUNITYTrend towards healthconsciousness

WEAKNESS- Not enough nutritionalvalue

THREATConsumers are becomingmore aware/skeptical ofingredients

TARGET AUDIENCE

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

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

WHAT ARE THEY WATCHING?• Adult Swim• Comedy Central• Fuel TV• MTV• VH1

PRIMARY RESEARCH

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

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

THE PROBLEM & KEY INSIGHTS

The PROBLEM to be solved is that the consumers who are going to enterthe current Special K target market are beginning to lead overall more healthylifestyles and think Special K is solely about weight loss and not health ingeneral. The key consumer INSIGHT we uncovered is that the current Special Kaudience is loyal but the younger generations are more considerate ofhealth/wellness and are more particular about the ingredients in their food.

THE BIG IDEA

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 non-

beneficial ingredients• The younger audience is more health conscious – Special k must target this

audience in order to grow in the market.

“THE WHOLE WAY THERE”

COMMERCIALS

PRINT ADVERTISEMENTS

COMMERCIALS

SOCIAL MEDIA

#THEWHOLEWAYTHERE

• Purpose: draw attention toSpecial K’s Twitter page

• The hash tag will promote runs,hikes, and other wellness journeyaround the U.S.

• Special K will post times,dates, and locations ofevents where followers canmeet up and participate

• Audience will be asked to shareexperiences using the hash tagon Twitter, Facebook, Instagram,Pinterest, and Vine

WILL YOU JOINTHE JOURNEY?