Summary
Ella’s Kitchen is a business that specializes in 100% organic, healthy food products for babies and children. When Paul Lindley set up Ella’s Kitchen he wanted to provide a quality range of products aimed at promoting a healthy lifestyle for young people. His idea was to produce children’s snacks that were both good fun and good for the child. Paul targeted both children and their parents. He managed to do a deal with Nickelodeon whereby he received free advertising space for six weeks and in return Nickelodeon received a share of the profits. Plus, he insists that their propensity to tell it like it is makes them ideal focus group material. Developing a brand positioning that effortlessly sums up his mission to revolutionise kids’ eating habits by making healthy food tasty and fun. This compelling positioning can be seen in the company’s tactile packaging, the naming of their products as ‘The Red One’ and ‘The Yellow One’ and in their innovative approach.

Theories
Strategic Planning
Based on the article, we can clearly sees that Ella's Kitchen's founder, Paul Lindley did a good job in strategic planning where company's strengths are used to take advantage of opportunities. He managed to do a deal with Nickelodeon whereby he received free advertising space for six weeks and in return Nickelodeon received a share of the profits.
Product Differentiations Strategy
Product differentiation strategy is to position one firm’s brand as different from competition in the minds of its customers, when supply and demand are relatively homogeneous. Product differences refer to an alteration in the quality of the product itself in terms of technical changes, a new design or better materials. As for Ella's Kitchen's product differentiations strategy, they ideally focus group material of their products and naming of their products as ‘The Red One’ and ‘The Yellow One’