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Mighties Kiwis

The Go-To, Quick-To-Go Fruit

Welcome to the Sun Pacific Board of directors meeting. Today we will be discussing the rebranding of Mighties Kiwis.

- data to back up our claims, data on consumer base

- here's what we're doing different

- key takeways for audience

- we are rebranding this to a bigger audience because....

- we are keeping some of what we already have but we are expanding on it (more universal)

- collaborations during execution (work with cisco, disneyland sponsorship)

- targeting people on-the-go, analysis backs up the WHY

- support that this is the best strategy on reaching those people

- what specifically? brand recognition? sales? more specific

- imaging resonate with audience, why are we including this, how does it relate to our objective, why is it consistent with everything else we do?

- healthy, boost of energy,

Mighties Kiwi is found in 2014 by the owner of Sun Pacific, Berne Evans. Evans is also known as the owner of Cuties, United States largest selling clementines. The idea that Mighties kiwis are introduced is because when consumers purchasing kiwis, consumers had to use their own knowledge to judge whether the kiwis are ready to eat. Because of this, Evans launched the idea of Ripe and Easy Kiwi in November 2010, which Kiwis are ready to eat at the time of purchase in grocery stores. Ripe and Easy Kiwi then converted into Mighties Kiwi in 2014.

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Current Situation - SWOT

Strength:

Using informative packaging to create awareness of the easy “scoop and eat” aspect of the included spoon

Opportunities:

Broaden target market
Brand recognition with the connection to Cuties

Weakness:

Not as obviously accessible

Threat:

Many snack alternatives

As a base, we decided to begin with a SWOT analysis. The current Mighties brand has great strengths in it’s convenience packaging, encouraging the idea that kiwis can be an on the go snack.

When we worked through our SWOT analysis we were able to identify great opportunities for the growth of the brand, and thus we have decided to implement reworked branding and marketing plan. These include broadening the target market, shifting away from its current market of just children. We also hope to encourage greater brand awareness by tapping into the brand recognition of Cuties. An obvious weakness we identified was the lack of awareness in its accessibility and convenience, our repositioning will tackle this misunderstanding. The major threat to this brand is the market which we are targeting and the number of snack alternatives that may be selected over our brand.

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Analyses

Industry Analysis

Large push towards health awareness and focus on accessible healthy snacks

Market Analysis

Majority purchasers are women ages 40-49 with children
Therefore, current market strategies aim their brand toward children as they are purchase influencers

Market Trends

2018 worldwide kiwi revenue was $7.6 billion, and is projected to grow at a compounded rate of 3.9% from 2018 to 2025.¹

Figures ² : https://www.producemarketguide.com/produce/kiwifruit

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Competitor Analysis

Mighties³

$5.79 for 10 kiwis ~ $0.58 each
PER SERVING:

90 calories
13 g sugar
1 g fat
0 mg sodium
2 g protein

CLIF bar⁴

$1.79 each
PER SERVING:

250 calories
22 g sugar
5 g fat
300 mg sodium
9 g protein

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Objectives

Quantitative Benchmarks

Increase market share of branded Kiwi from 61% to 66%
Increase familiarity to health-conscious consumers by 5%
Enhance recognition to children from 80% to 85%
Improve brand awareness to parents from 33% to 40%
Increase brand awareness of age 18-39 from 18% to 22%

Measurement methods

Evaluate sales and demographic data

Criteria for success

Mighties Kiwis are being introduced to different type of consumers
Convert emergent consumers to loyal consumers

Time frame

Multi-week advertising plan; measured weekly

This advertising plan is currently set to achieve four objectives. First is to increase Mighties Kiwi market share of branded Kiwi. According to Sun Pacific, Mighties Kiwi is representing about 61% market share of branded Kiwi. That means every $100 consumer spend on Kiwi $61 is spent on Mighties. Our advertising plan is to increase the market share of Mighties Kiwi to about 66%.

Second is to increase familiarity to health-conscious consumers. According to Supermarket News, there are 1100 survey being handed out to shoppers, and 87% of them responded healthy lifestyle is important. Out of the 87%, 88% of them reported there are barriers that prevent them from eating healthy. About two-third reported they don’t have enough time to prepare healthy meal. Our plan is to get 5% shoppers that said lack of time to prepare healthy food familiarize with Mighties.

Third is to enhance recognition to children. As we mentioned earlier, children are influencer, they influence their parents to make purchase decision. Therefore, if Mighties are being recognized by more children, it will eventually bring the awareness to parents. According to Fresh Fruit Portal, more than 80% parents said the brand was preferred by their children, means that more than 80% children influenced their parents to purchase Mighties. We are planning to enhance the recognition to children to about 85%.

According to research Sun Pacific conducted with consultancy, about one-third US parents have purchased Mighties for their children. If we enhance the recognition to children, parents will more likely recognize the brand for the later purchase and will improve the brand awareness to parents. We are planning to improve brand awareness to parents from 33% to 40%.

Last, according to the previous slide, the likelihood of purchase Kiwi based on consumer age 18-39 is currently 18%. We are planning to increase the brand awareness of age 18-39 from 18%-22%.

The method that we will use to measure are evaluate sales and demographic data.

We will consider our advertising plan as success if Mighties are being introduced not just to parents and children, but also health conscious consumers, adults who wish to eat healthy but don’t have much time to prepare, and people who loved quick snacks. In addition, our plan will be considered as success if we are able to convert emergent consumers into loyal consumers.

This is a multi-week advertising plan and measurement will be made weekly.

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Brand Imaging

The Amazing Fuzzy Fruit

The Go-To, Quick-To-Go Fruit

The first step we took to re-brand Mighties Kiwis was to change the brand imaging. More specifically, the slogan and mascot that appear on the box and advertisements. On the left is the old logo. As you can see, it’s… a bit unsettling to look at and not the most aesthetic or attractive. Their old slogan is “The Amazing Fuzzy Fruit.” Now, when I think of eating good fruit, I usually don’t want it to be fuzzy - that’s not very appealing. We changed the brand logo to this: a kiwi bird on top of a kiwi fruit. As you can see, we used the word kiwi to incorporate both the bird and the fruit because we thought having the kiwi bird as our mascot will be much better than… the one on the left. We made a few key choices when creating this image: first, We made the kiwi bird cheerful that it has the fruit, and you could say that it looks a little sleepy and tired and wants to eat the fruit to “refuel” itself. The image is also now similar to the cuties logo and is much more appealing to both adults and children. This leads into the new slogan: The go-to, quick to go fruit. We want to target people on the go, such as hikers or those going to the office. Mighties kiwis is all about making kiwis easy to transport and eat, and we want our slogan to reflect that.

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Strategy - Who are we selling this product to?

Children

Student Lunches

Adults on-the-go

Snack to bring into the office
Running out of the house and need to grab a snack

Health-conscious consumers
Bring brand awareness to consumers of Cuties

Mindset
Buy one, get one half off

Spife

All-in-one utensil to both cut and eat the kiwi

Our goal was to make Mighties Kiwis a more popular fruit for both adults and children that are health-conscious consumers. As stated earlier, Adults from the age 40-49 are most likely to buy our product, specifically those adults with three or more kids. The main point we want to drive home is that this is for people who don’t have a lot of time to prepare a meal and still want to eat healthy.

For children, this would be perfect to include in their student lunches. Adults could bring this into work for a snack or grab-and-go when running out of the house. Another possible endeavour we can try is bringing brand awareness to the consumers of Cuties. Cuties targets the same audience: health conscious consumers, both kids and adults. In addition, Kiwis are in season the same time mandarin oranges are, so a buy one get one half off promotion is an option we will consider.

The spife also plays a key role in making Kiwis quick and easy to eat. It is an all in one disposable utensil that can both cut and scoop. This is included in the packaging and can be used to appeal to those who are on the go.

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Execution

Point-of-purchase advertising

“From the ones who make Cuties”
Costco sampling

Partner with Sysco

Distribute to school lunch program
Workplace cafeteria

Youtube advertisement

Well targeted
Trueview Ad type & Approximately 20 cent per interaction
Set Budget & Analyze results

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Evaluation

We will measure the effectiveness of our advertising plan with sales data and buyer demographics
We can do this by conducting a special offer consumer survey
As a result we will have a better understanding of our consumer demographics.

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Bibliography

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Thank You!