About the Founder:
Kara Casten

Prior to starting Under the Sun Marketing, Kara attended business school at Boston University and received her MBA in 2002. During business school, Kara worked on the following client projects:

National Coffee and Baked Goods Chain:
New Production Introduction Strategy

The goals of the project were to research the cappuccino and espresso-based drink market and to make a recommendation whether the company should consider testing the products in its stores. Kara interviewed franchisees and researched the market, the customer, and key competitors. Kara presented the research to the Coffee and Beverage Team and recommended that the company test the beverages along with the gourmet coffee platform that was being tested in the fall of 2001. Kara outlined three implementation options for the new product and the pros and cons of each.  The company conducted the test and it was a success. Currently, the company is selling hot and frozen cappuccino and espresso-based drinks in its 4,000 stores nationwide.

Brand Strategy for New Distribution Channel
The project was to develop a brand strategy for selling coffee-by-the-pound on supermarket shelves on the east coast. Kara used syndicated data to research competitors and developed a product plan. Kara proposed testing seven coffee flavors and sizes that had the highest level of customer acceptance, were sold by a large number of supermarkets in the east, and were currently part of the company’s product mix. Kara presented the plan to the New Business Development Team and it was used to help support the launch of 70 company stores within supermarkets in New England.

Massachusetts Oral Care Company:
Marketing Plan for New Distribution Channel

Kara worked with a team to develop a plan to help the company, which manufacturers toothbrushes made from recycled materials, make the transition from niche market to mass market. The company was selling its toothbrushes in natural food stores and needed to increase volume through mass market channels. The team decided to focus on supermarkets because they presented the largest opportunity. The team conducted an online consumer survey to understand buying behavior for toothbrushes and to gauge consumers’ interest in the product’s environmental component. The team also interviewed buyers at supermarkets to understand the process for deciding which toothbrush brands to carry in their stores. The team presented the research and marketing plan to the company and it is currently selling its toothbrushes in supermarkets throughout New England.

Prior to business school Kara worked in various marketing communications roles and her responsibilities included advertising, publications, and public relations. Kara has worked for corporations and nonprofits in a variety of industry sectors and some of her past employers include:

  • Gomez.com

  • Mass Audubon

  • New England Medical Center

  • Open Environment Corporation

Kara has a BA in English from Boston College.