In 2000 years prior to the growth of organic and natural foo

In 2000, years prior to the growth of organic and natural food, Kellogg’s acquired Kashi Com. By 2008, Kashi sales had grown 24 times! By 2014, Kashi’s sales were down 17% from their peak. Further, it was determined that its cereals contained GMOs resulting in a further sales decline. Non-GMO food suppliers began selling cereals to Whole Foods and Nature’s Path while Kashi’s sales continued falling. The result – Kashi now had a tarnished brand. If you were hired as Kashi’s new CMO (Chief Marketing Officer), what would you do to turn the Kashi brand around?

Solution

First of all I would check the root of the problem such as if the products were having GMOs , if yes then I will make sure that there is no such thing happen again. I will closely work with the production head and then will ask recognised laboratory to test the samles and give their feedback and recommendations. After that i will try that the company get the quailty certification from food authority.

Then i will closely work with my branding and advertising team to convey the message to the consumer through TV ads, print media etc where we will tell the customers that our products are approved their is no GMOs, with that we might go for some discount offering to get the lost consumers.