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Dana Akerberg, Dave Dallmer , Conan McEnroe, Katie Sampayo

Dana Akerberg, Dave Dallmer , Conan McEnroe, Katie Sampayo. Dana Akerberg. Product Introduction and Overview. Kraft Foods. Class Survey. What brand names do you associate with health food snacks?

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Dana Akerberg, Dave Dallmer , Conan McEnroe, Katie Sampayo

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  1. Dana Akerberg, Dave Dallmer, Conan McEnroe, Katie Sampayo

  2. Dana Akerberg Product Introduction and Overview

  3. Kraft Foods

  4. Class Survey • What brand names do you associate with health food snacks? • Have you ever heard of Back to Nature products? If so, have you tried it and what did you think?

  5. Back to Nature Timeline (Backtonaturefoods.com) (http://newhope360.com/back-nature-brand-adorns-new-kraft-line )

  6. Competition

  7. Kashi • Nature Valley • Kashi • Annie’s • Cascadian Farm • Survey was conducted November 19th & 20th

  8. Dave Dallmer Poor Placement and Promotion Plague Back to Nature

  9. Product • Organic and natural foods • No hydrogenated oils • No high fructose corn syrup • No artificial flavors or preservatives • Member of :

  10. Price as Compared to Competitors Multiple Supermarket Averages

  11. Poor Placement • Scattered throughout grocery stores • On the bottom shelf • No consistent display • Not all products are in stock • Grouped with many different brands

  12. Current Placement

  13. BTN’s Ads

  14. No Commercials? • No commercial advertisements • Brand awareness • Lose the battle against competitors • Difficult to establish company mission and brand image

  15. BTN’s Website Backtonaturefoods.com

  16. Locations Page Backtonaturefoods.com

  17. Problematic but Holds Potential • BTN has not been performing well • Revenue of $12 million • Bottom of Kraft’s brands • Potential Kraft’s annual report 2010

  18. Conan McEnroe Money Allocation

  19. Magazines • Readers Leisurely Study the Benefits of an Advertised Product • Print Ads are Referred to Again and Again • Color is More Accurate • Target Efficiently • Provide Reach www.magazine.org, 2004

  20. Family • Family Circle -- $264,800 • Parenting -- $200,000 • Use Santa Claus Ad familycircle.com,

  21. Health • Health -- $120,000 • Fitness -- $148,000 • Shape -- $100,000 • Use Squirrel Nuts Ad Health.com

  22. Food • Cooking Light -- $129,800 • Better Homes and Gardens -- $354,500 • Use Squirrel Nuts Ad Cookinglight.com

  23. Television Commercials • Premiere -- $325,000 • Average -- $110,000 • Example: ABC -- $121,879

  24. Social Media • Twitter – $10,000 • FacebookPPC – $50,000 • Google PPC – $100,000

  25. Philanthropy • $50,000 worth of product • Race for the Cure • Earth Day • $50,000 Donation

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