Group Members:

◦ Anam Hassan◦ Ayesha Ahmed◦ Hadiya Mukhtar◦ Mah-gul Amjad◦ Saira Quyyum◦ Tahreem Baloch◦ Urooj Kazmi

Brand Origin:

Started off in Michigan 1906 with only 44 employees.

Now manufacture in 18 countries and sell in more than 180 countries.

Products:

Baking Products Beverages Cereal Cones Cookies Crackers Fruit Flavored Snacks Snack Bars Snacks, Chips, & Party

Mixes Toaster Pastries Vegetarian Waffles, Pancakes, Syrup

Introduction

Not introduced directly by the brand itself but through other marketing means.

Following are the Kellogg’s brands available in Pakistan catering mainly Kids and Females:

For kids:◦ Froot Loops◦ Coco pops◦ Choco pops◦ Frosted Flakes◦ Rice Krispies◦ Coco Frosties ◦ Corn Flakes almond

For Females:◦ Kellogg’s K Special

Kellogg’s in pakistan

In Pakistani market direct competitors of Kellogg’s are:

Fauji (Cereals, Porridge and Corn Flakes) Nestle (Koko Crunch and Corn Flakes)

Fauji cereals:◦ Corn flakes 80% market share◦ Porridge 70 % market share and price ranges from Rs. 75 to 225

Flakes:◦ Corn Flakes (450 grams, 225 grams, 125 grams & 20 grams)◦ Rice Flakes (225 grams) ◦ Wheat Flakes (225 grams)◦ Honey Corn Flakes (300 grams)◦ Choco Corn Flakes (300 grams)◦ Choco Rice Krunchies (300 grams)

Competitive Analysis

Fauji ready to eat Cereals: Choco Corn Pops (175 grams, 90 grams & 30 grams Sachet)

Honey Corn Pops (175 grams, 90 grams & 30 grams Sachet) Fauji Frootooz (350 grams, 175 grams & 30 grams Sachet) Wheat Porridge Food (250 grams, 175 grams & 100g Barley Porridge Food (250 grams & 175 grams)

Nestle:◦ Koko crunch ◦ Corn flakes

 

Competitive Analysis contd..

Fauji CornFlakes and Cereals:◦ 125g of Rs.120◦ 225g of Rs. 240◦ Choco corn pops 175g of Rs.108◦ Rice flakes 225g of Rs. 275

Kellogg’s ◦ Special K 375g of Rs. 530◦ Coco pops 400g of Rs. 600◦ Fruit Loops 350g of Rs. 920◦ Coco Frosties 350g of Rs.600◦ Corn Flakes almond 220 grams 620

Nestle ◦ Corn flakes 275g of Rs. 440◦ Koko crunch 330g of Rs. 259◦ Koko crunch duo170g of Rs. 240

Price comparison

Strengths: ◦ High brand equity.

Weaknesses:◦ Very high price as compared to the competitors available.◦ No direct entry in Pakistani market.◦ The idea that a 'fibre cereal keeps you regular is difficult to

communicate in our culture.

Opportunities:◦ Demand for more healthy foods. , driven by increasing consumer awareness of

breakfast cereals as a healthy breakfast alternative. ◦ Furthermore, wealthy females are increasingly looking to lose weight, this in

turn is expected to see a growing number of females choosing breakfast cereals for their morning meal, given the role they can play in weight-loss as part of a healthy diet.

Threats: ◦ Low-priced competitors and non-cereal oriented breakfast culture.

SWOT Analysis

Kellogg’s FROOT LOOPS

Marketing concept:

Ease, taste and nutrition at the same time.

Tag Line:“Dhood ki taqat bhi froots ka mazza

bhi”

Message

School going kids. Age: 5 to 13 Working women looking for nutritious, tasty

and easy to make breakfast for their kids.

Target Audience

Electronic: Radio and TV ad

Power radio fm 99- (Breakfast time 7 am to 9 am) (lunch time show from 1 pm to 3 pm).

Animated electronic ads will be made associating Dora and Ben10 where focus is on 3-step easy to make process.

TV channels like:◦ Nickelodeon◦ Cartoon Network◦ On Geo during bachay mann k suchay

Media

Print Media: The News and The Nation. (kids page)

Magazines: US by The News, Youngs by the Nation.◦ Will introduce coupons.

Web: interactive site with games for kids. Social Media: In addition a Face book page

to gauge the feedback and response.

Media contd..

A red colored box bearing FROOT LOOPS along with Ben10 and Dora to attract the kids.

Moving inside: Kids play areas/ F-9 park Super and Jinnah markets, F.10 markaz ,

saddar Rawalpindi. Metro cash and carry City super market

Ambient Media

Specially designed Volkswagen which will be placed near different schools. Timing will correlate with the school off time.

Ambient Media Contd..

Intelligent and smart cartoon characters like BEN 10 and Dora would be used to provide a source of association to the kids.

Association

On Occasions like:

FunFair School open days and Sports week

Kellogg’s team will arrange different game based activities

and give away free samples of FROOT LOOPS and COCO

POPS to kids as a gift.

Schools from rawalpindi and islamabad would be selected. Roots intl, Beacon house, City, OPF and LGS.

Other Activities

Kellogg’s Special K

Married women (25-44 years) Girls who want to lose weight before

marriage (22- 30)Socio status:Middle and upper middle, Urban females.

Target Audience (Special K )

BEFORE

AFTER

Ambient Media

◦ Idea

Big spoon with special K flakes placed inside beauty parlors, gym and on roads lead to Scheme III, F-10 and F-7 Markaz.

“Be a smart Mom”

Media contd..

T.V:

Teaser Campaign (a powerful way to draw attention to a new offering)

Media contd..

T.V Ad to attract married women. Will be shown at the end.

Humorous appeal (Cat used as a metaphor)

Media contd..

A print will be placed:◦ The MAG◦ LIBAS◦ Instep

Media contd..

Healthy lifestyle

Simple and easy to follow

Message

Now lets go through the:

◦TV ad of Kellogg’s K Special ◦Radio ad of Froot Loops