kellogg's presn final (1)
TRANSCRIPT
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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