Kellogg’s Case Study Analysis

Building a brand in order to sustain it’s Life Cycle

We are the first avengers – Captain America“Captain America is not here to lead DA-

IICT. I'm here to serve it. If I am a Captain, I'm a soldier. Not of any military branch but of the DA-IICTians. Years ago, in a

simpler time, this suit and this shield were created as a symbol to help make DA-IICT

what it's supposed to be... To help it realize its destiny.”

Avengers

• Captain Meenakshi Arya - 201212001• Captain Gaurav Kumar - 201212007• Captain Shilpi - 201212035• Captain Jay - 201212036• Captain Vaibhav - 201212045• Captain Saurabh - 201212048• Captain Vivek - 201212050• Captain Utsav - 201212068• Captain Ranu - 201212076

Power brand?

A brand of product that is a household name associated withsuccessful company.

Master Brand?

A specific overarching brand name that serves as the main anchoringpoint on which all underlying products are based.

What is Kellogg’s and All-Bran?

The Kellogg Company is a multinational food manufacturing company headquartered in United States.

All-Bran?

All-Bran is a very high-bran, high-fibre, wheat bran breakfast cereal manufactured by Kellogg's and marketed as an aid to digestive health.

What is life cycle of a product?• All product have life cycle• Launch Grows Became mature Product• Market could become full(saturated) as competition grows.• It may then decline and die• If a product is a success, a business can decide to support it to extend

its life cycle. Kellogg's has to decide whether to do this with All-Bran.• Conclusion is that if a business wants to make a products sales grow,

it must carefully consider how to extend its life cycle. It used careful research to decide what to do.

SWOT Analysis

SWOT Analysis• Strengths:

• “All-Bran” has a large market share.• High Awareness• Strong Brand

• Weaknesses:• Little Promotion lately• Limited Scale

• Opportunities:• People looking for healthier product• Rapid growth of non-cereal product• Old Age People in UK are increasing

• Threats:• Private label cereal sales are growing• Change in Consumer Trends

All-Bran’s Life Cycle

Different stages of product Life cycle

•Introduction•Growth•Maturity•Decline

Chemistry of Creating All-Bran

• Identify the benefits• Concentrate• Boost Management and Marketing Economics rather than

Production Economics• Kellogg’s Market Research• Communication

Why Research?

to discover thoughts, opinions and feelings about a particular product from consumer ..

Market Research and Promotion

Types of research• Qualitative- involves working in some detail with a relatively small number of consumers. e.g. observing and listening to them talking about product with small group of

people.- consumer’s perception- develop family of fiber based cereals

• Quantitativeinvolved using questionnaire and survey approaches with a much larger sample of

targeted consumers to estimate the impact on sales if these changes were put into market.

• To present information to consumers as well as others.• To increase demand.• To differentiate a product.

Promotion

Tag lines to promote a product

How Kellogg’s did Promotions

Through Different Offers

Through Star Endorsement

How did Kellogg's change its strategy to create a Power Brand ?

Is it a good marketing strategy to create a power brand or have a separate strategy for each brand ?

What do we get from this session?

• Re-branding leads to re-awakening of consumer interests.• Creating power brand “All-Bran”• Appropriate promotional activities• Regular campaigns

Any Queries

?