 Recall vs.

Recognition

 Desi food preference

 Objective:

“To develop brand equity among the target

market for Kellogg's cereals.”

 Strategy:

“Through developing a distinctive Kellogg's

brand image, personality, positioning and
its promotional mix.”
 Social class
Middle , Upper middle , High

 Age
Kids (6-12yrs)
Other age groups (12 onwards)

 People who:
Are diet conscious
Have a busy schedule
Either have or wants to portray a healthy lifestyle
 er
u m e
ns ns
o o hy
C sp r c
re era Behavior
hi
Retention

Yielding

Comprehension

Attention

Presentation
 High
Complex buying Dissonance reducing
Involveme

behavior buying behavior

nt level

Variety seeking buying Habitual buying

behavior behavior

Low

High Low

Perceived differences
among brands
 High
Complex buying Dissonance reducing
behavior buying behavior
Involveme
nt level

Variety seeking buying Habitual buying

behavior behavior

Lo
w
High Low
Perceived differences
among brands
 Thinki Feelin
Hig ng
Informative g
Affective
(thinker) (feeler)
h
Learn-feel-do Feel-learn-do
Involveme
nt level

Habit formation Self satisfaction

(doer) (reactor)

Do-learn-feel Do-feel-learn

Low
 Thinki Feelin
Hig ng
Informative g
Affective
(thinker) (feeler)
h Kids
Involveme

Learn – feel-do Feel –learn - do

nt level

Habit formation Self satisfaction

(doer) (reactor)

Do –learn-feel Do-feel -learn

Low
 High involvement feeling product

 Peripheral route to advertising:

 Catchy jingles
Source
Images and graphics
 Resonance

Judgments Feelings

Performance Imagery

Salience
 Resonance

Judgments Feelings

Performance Imagery

Salience
 Advertise to enable recall

 Build association of breakfast with

Kellogg cereals

 Show Kellogg fulfills target market

needs
Feeling product

 Major focus-Brand Imagery (80%)

 Brand Performance(20%)

Performance Imagery
 Breakfast
Quick meal kids

Convenient Expensive

Special K High Quality

International
Brand
 Breakfast
Healthy
Quick meal For kids
Fun
Convenient
Expensive
Active
High
Quality
International
Special KTasty Snack
Brand
s
Advertising
 Iconic Rote Learning
 Building association between
breakfast and Kellogg cereals

Sales Promotion
 Operant conditioning
 reinforcement through trials
Public Relations

 Reasoning
 Give logic to change habits
 Resonance

Judgments Feelings

Performance Imagery

Salience
 Resonance

Judgments Feelings

Performance Imagery

Salience
 Happy
 Busy
 Smart
 Fresh
 Happy
 Busy
 Smart
 Morning people
 Active
 Fun loving
 Sporty
With indirect competitors:
Convenience

Desi alternatives

Price
Snacks

Desi alternatives
Breakfast
Healthy

Desi alternatives

Quick Meal
Price

Nestle

Fauji

Flavors
Availability

Fauji
Nestle

Price
Advertising & Sales Promotion
(Main Medium)

 Public Relations
(Support Medium)
 Public Relations: Use of Newspaper
articles, Events & Seminars

 Sales Promotion: Use of Free sachet

packs, Gift packs
Main:
 Electronic

Support:
 Print
 Outdoor advertising
 POP displays
 Sponsorships
 Media Strategy:

Use of TV(entertainment channels),

Newspapers (kids section),
Billboards,
Posters
 Sports day
 Discount coupons
 Quiz competitions
 Game competitions
Order not significant (30 sec TV Ad)
 Kids- Draw Conclusion

 Adults- allow receivers to draw

their own conclusion
 Humor Appeal

 Comparative Advertising
 Mother Knows Best!

Since 1906 people have known Kellogg as a company

they can rely on for great-tasting, high-quality foods.
The world’s leading producer of cereal and a leading
producer of convenience foods, Kellogg Company’s
brands.
 Good food, all day
long…
 Multi vitamins
 Fiber
 Minerals
 Carbohydrates
Today I will have for breakfast…

One for all

Rediscover the Value of a Family Breakfast

 m i
Am
o r
y f e
s r m
Ea fo
u n
F