An Effective Marketing Strategy to Market Kashi's New Steam Meals in Research Paper

An Effective Marketing Strategy to Market Kashi's New Steam Meals in Singapore - Research Paper Example Under the current scenario of being accused of using GMO ingredients, the company has lost some credibility. In addition to that, the rising price of its food products has led to consumer dissatisfaction. In spite of that Kashi recently launched four new steamed products namely Kashi chicken fettuccine steam meal, Kashi sesame chicken steam meal, Kashi roasted garlic chicken farfalle steam meal, and Kashi spinach and artichoke pasta steam meal, that are meant for the busy urban population as an alternative to a cooked meal. This seems to be an effort from the company to regain its consumer base. 1.1 Research topic, questions and objectives Marketing a new food product requires a strategy that is in accordance to the consumer taste and acceptance level. The paper discusses the strategy that should be followed by Kashi to promote its new products in Singapore. Singapore is a relatively new market for Kashi that poses many challenges to the company but at the same time is full of new pr ospects. The main objective of the paper is to understand the nature of the products being launched by the company to come up with a strategy for effective marketing of the products in Singapore. ... The objectives of the research are: To identify how to design, package and add value to the product by asking Kashi Company themselves some questions such as who is the product aimed at and what benefits customers expect from the product. To determine the right and appropriate pricing strategy that can generates turnover for the organization. To determine the right places to distribute the product to the end user (customer) at the right time. To find out effective promotion strategy and to ensure that the promotion of product’s benefits can be clearly communicated to the target market. 1.2 Research rationale The research aims to provide an analysis of the market of Singapore to determine what could be an effective strategy for food brands in the area. Singapore is an emerging market for many companies and in order to cater to the taste of the people of Singapore it is important to understand the people of Singapore. This knowledge of psychology will also be helpful in determin ing the price of the product, the sort of advertising that the product needs and the necessary value additions to the product. This research aims to provide a base for further research in the area. 2. Research Methodology 2.0 Overall research structure To achieve the objectives mentioned, the study will use secondary data which will include review of the available literature. The paper tried to link the importance of place and culture to the consumer preferences and the strategy that a food brand should execute based on the locality. A thorough analysis of the available research on the consumer preferences in Singapore, and the available market opportunities will be conducted. Further, an analysis of the prospects of organic food industry in a place like