brand strategy deck design
DESCRIPTION
Kellogs:Positioning is around healthy & wholesome eating for breaksfast.The challenge being- cereals are a category not everyone has on a daily basis .A marketing strategy driven by digital which helps consumers understand the advantages & convinces them to start eating Kellogs regularly.TRANSCRIPT
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- Ishita Biswas
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THE BRAND
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Whole grain cereals…
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Cereals made of whole grains, complete with fibers.
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THE CHALLENGE
Not everybody has cereals on daily basis.
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THE OBJECTIVE
Making consumers understand the advantages of eating Kellogg’s cereals as
a healthy & wholesome breakfast. And convince them to eat Kellogg’s daily.
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TARGET CONSUMERS
All age groups.
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THE THOUGHT PROCESS
To invoke the health consciousness of the people. Focusing on today’s polluted environment & adulterated market. Encourage people to adopt a good
breakfast habit. If they can’t avoid their unhealthy habits, at least they can adopt
a healthy habit.
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THE STRATEGY
Creative & interactive use of various media.
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ELECTRONIC
Web: social media (a rage in recent time), create an interactive quiz or questionnaire on healthy habits. Posting about negative effects of not having a healthy breakfast daily. And about importance of a good breakfast in a person’s daily life.
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Television: ad campaign where Kellogg’s team wanders on the streets to catch people eating junk food or street food. Gifting them a Kellogg’s cereal mini pack & asking them if they can’t avoid their unhealthy habits, at least make a promise to adopt a healthy breakfast regime.
Broadcast during health & fitness shows, cooking shows, prime-time news etc.
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On the front page of newspapers it shows a bowl filled with plain milk & a spoon aside. The copy reads: “ Have you made your morning good yet?’’The next page shows the same bowl with Kellogg’s cereals in it & the footer reads: “ There you go!”.
For example:
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Than You