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IMC plan for Kellogs cereals in Pakistan
Citation preview
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
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