Kellogg's Presn Final (1)

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Group Members: Anam Hassan Ayesha Ahmed Hadiya Mukhtar Mah-gul Amjad Saira Quyyum Tahreem Baloch Urooj Kazmi

Transcript of Kellogg's Presn Final (1)

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Group Members:

◦ Anam Hassan◦ Ayesha Ahmed◦ Hadiya Mukhtar◦ Mah-gul Amjad◦ Saira Quyyum◦ Tahreem Baloch◦ Urooj Kazmi

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Brand Origin:

Started off in Michigan 1906 with only 44 employees.

Now manufacture in 18 countries and sell in more than 180 countries.

Products:

Baking Products Beverages Cereal Cones Cookies Crackers Fruit Flavored Snacks Snack Bars Snacks, Chips, & Party

Mixes Toaster Pastries Vegetarian Waffles, Pancakes, Syrup

Introduction

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Not introduced directly by the brand itself but through other marketing means.

Following are the Kellogg’s brands available in Pakistan catering mainly Kids and Females:

For kids:◦ Froot Loops◦ Coco pops◦ Choco pops◦ Frosted Flakes◦ Rice Krispies◦ Coco Frosties ◦ Corn Flakes almond

For Females:◦ Kellogg’s K Special

Kellogg’s in pakistan

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In Pakistani market direct competitors of Kellogg’s are:

Fauji (Cereals, Porridge and Corn Flakes) Nestle (Koko Crunch and Corn Flakes)

Fauji cereals:◦ Corn flakes 80% market share◦ Porridge 70 % market share and price ranges from Rs. 75 to 225

Flakes:◦ Corn Flakes (450 grams, 225 grams, 125 grams & 20 grams)◦ Rice Flakes (225 grams) ◦ Wheat Flakes (225 grams)◦ Honey Corn Flakes (300 grams)◦ Choco Corn Flakes (300 grams)◦ Choco Rice Krunchies (300 grams)

Competitive Analysis

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Fauji ready to eat Cereals: Choco Corn Pops (175 grams, 90 grams & 30 grams Sachet)

Honey Corn Pops (175 grams, 90 grams & 30 grams Sachet) Fauji Frootooz (350 grams, 175 grams & 30 grams Sachet) Wheat Porridge Food (250 grams, 175 grams & 100g Barley Porridge Food (250 grams & 175 grams)

Nestle:◦ Koko crunch ◦ Corn flakes

 

Competitive Analysis contd..

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Fauji CornFlakes and Cereals:◦ 125g of Rs.120◦ 225g of Rs. 240◦ Choco corn pops 175g of Rs.108◦ Rice flakes 225g of Rs. 275

Kellogg’s ◦ Special K 375g of Rs. 530◦ Coco pops 400g of Rs. 600◦ Fruit Loops 350g of Rs. 920◦ Coco Frosties 350g of Rs.600◦ Corn Flakes almond 220 grams 620

Nestle ◦ Corn flakes 275g of Rs. 440◦ Koko crunch 330g of Rs. 259◦ Koko crunch duo170g of Rs. 240

Price comparison

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Strengths: ◦ High brand equity.

Weaknesses:◦ Very high price as compared to the competitors available.◦ No direct entry in Pakistani market.◦ The idea that a 'fibre cereal keeps you regular is difficult to

communicate in our culture.

Opportunities:◦ Demand for more healthy foods. , driven by increasing consumer awareness of

breakfast cereals as a healthy breakfast alternative. ◦ Furthermore, wealthy females are increasingly looking to lose weight, this in

turn is expected to see a growing number of females choosing breakfast cereals for their morning meal, given the role they can play in weight-loss as part of a healthy diet.

Threats: ◦ Low-priced competitors and non-cereal oriented breakfast culture.

SWOT Analysis

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Kellogg’s FROOT LOOPS

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Marketing concept:

Ease, taste and nutrition at the same time.

Tag Line:“Dhood ki taqat bhi froots ka mazza

bhi”

Message

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School going kids. Age: 5 to 13 Working women looking for nutritious, tasty

and easy to make breakfast for their kids.

Target Audience

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Electronic: Radio and TV ad

Power radio fm 99- (Breakfast time 7 am to 9 am) (lunch time show from 1 pm to 3 pm).

Animated electronic ads will be made associating Dora and Ben10 where focus is on 3-step easy to make process.

TV channels like:◦ Nickelodeon◦ Cartoon Network◦ On Geo during bachay mann k suchay

Media

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Print Media: The News and The Nation. (kids page)

Magazines: US by The News, Youngs by the Nation.◦ Will introduce coupons.

Web: interactive site with games for kids. Social Media: In addition a Face book page

to gauge the feedback and response.

Media contd..

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A red colored box bearing FROOT LOOPS along with Ben10 and Dora to attract the kids.

Moving inside: Kids play areas/ F-9 park Super and Jinnah markets, F.10 markaz ,

saddar Rawalpindi. Metro cash and carry City super market

Ambient Media

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Specially designed Volkswagen which will be placed near different schools. Timing will correlate with the school off time.

Ambient Media Contd..

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Intelligent and smart cartoon characters like BEN 10 and Dora would be used to provide a source of association to the kids.

Association

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On Occasions like:

FunFair School open days and Sports week

Kellogg’s team will arrange different game based activities

and give away free samples of FROOT LOOPS and COCO

POPS to kids as a gift.

Schools from rawalpindi and islamabad would be selected. Roots intl, Beacon house, City, OPF and LGS.

Other Activities

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Kellogg’s Special K

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Married women (25-44 years) Girls who want to lose weight before

marriage (22- 30)Socio status:Middle and upper middle, Urban females.

Target Audience (Special K )

BEFORE

AFTER

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Ambient Media

◦ Idea

Big spoon with special K flakes placed inside beauty parlors, gym and on roads lead to Scheme III, F-10 and F-7 Markaz.

“Be a smart Mom”

Media contd..

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T.V:

Teaser Campaign (a powerful way to draw attention to a new offering)

Media contd..

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T.V Ad to attract married women. Will be shown at the end.

Humorous appeal (Cat used as a metaphor)

Media contd..

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A print will be placed:◦ The MAG◦ LIBAS◦ Instep

Media contd..

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Healthy lifestyle

Simple and easy to follow

Message

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Now lets go through the:

◦TV ad of Kellogg’s K Special ◦Radio ad of Froot Loops