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

Presentation

Attention

Comprehension

Yielding

Retention

BehaviorConsumer

response

hierarc

hy

Complex buying behavior

Dissonance reducing buying behavior

Variety seeking buying behavior

Habitual buying behavior

Invo

lvem

ent

leve

l

High

Low

Perceived differences among brands

High Low

Complex buying behavior

Dissonance reducing buying behavior

Variety seeking buying behavior

Habitual buying behavior

Invo

lvem

ent

leve

l High

Low

Perceived differences among brands

High Low

Informative (thinker)

Learn-feel-do

Affective (feeler)

Feel-learn-do

Habit formation (doer)

Do-learn-feel

Self satisfaction(reactor)

Do-feel-learn

Thinking Feeling

Invo

lvem

ent

leve

l

High

Low

Informative (thinker)

Learn – feel-do

Affective (feeler)

Feel –learn - do

Habit formation (doer)

Do –learn-feel

Self satisfaction(reactor)

Do-feel -learn

Thinking Feeling

Invo

lvem

ent

leve

l

High

Low

Kids

High involvement feeling product

Peripheral route to advertising:

Catchy jingles Source Images and graphics

Salience

ImageryPerformance

Judgments Feelings

Resonance

Salience

ImageryPerformance

Judgments Feelings

Resonance

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

Special K High Quality

Expensive

International Brand

Breakfast

Quick meal For kids

Convenient

High

Quality Special K

Expensive

International Brand

Healthy

Tasty Snacks

Active

Fun

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

Salience

ImageryPerformance

Judgments Feelings

Resonance

Salience

ImageryPerformance

Judgments Feelings

Resonance

Happy Busy Smart Fresh

Happy Busy Smart Morning people Active Fun loving Sporty

With indirect competitors:

Convenience

Price

Desi alternatives

Snacks

Breakfast

Desi alternatives

Quick Meal

Healthy

Desi alternatives

Price

Flavors

Fauji

Nestle

Availability

Price

Fauji

Nestle

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

One for all

Today I will have for breakfast…

Rediscover the Value of a Family Breakfast

Easy for A

mmi

Fun for m

e