CHOOSE AN OLDER BRAND OR A NEW RELEASE MARKETED BY KELLOGGS AND TRY TO WRITE OUT ITS PIC FOR 1999 AROUND GUTIERREZ CEO ASSUMPTION.
The situation of Kellogg´s in 1999 wasso different as other years. It had lost their position in the cereal market share (40% to 31%).
Secondly Kellogg´s was bypassed by General Mills as the largest number-one cereal maker and itslashed advertising budgets.
The reasons for preparing a new PIC at this time are that Kellogg´s want to get the attention of a new market segment and want to sell a different product, which is not presentin the market.
Kellogg´s program of innovation is to create a new product which will be directed to an adult segment, especially women.
This product (Special K) will take womenattention, because in general, they are worried about their health and physical image.
The launch of this new product will cause an important economic growth for at least, the following six years.
As nocompetence has similar products, clients will buy ours and in a future, these competence products will be associated to “Special K”.
In the short time, we want our product to berecognized as healthy food.
Our goals are to introduce our brand in a market segment that does not really appreciate our products, as they are not directly associated to their necessities.
As aresult of that, our goal is to increase our sells and directly our benefits.
These goals and objectives will be achieved if Kellogg´s create an ad campaign which differs of the rest.With the ad campaign, we have to sell our product as something you can eat every day and that is healthy.
Images of healthy women, practicing sports and with a normal life day can help us to captivatetheir attention.
HOW KELLOGG´S PIC SEEMS TO HAVE EVOLVED FROM 1999 TO 2006.
Kellogg´s PIC have changed a lot since Carlos Gutierrez entered in the company.
At that time, Kellogg´s had lost a 9%...
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