PRESENTED BY

SUKUMAR

BelVita, is a brand of breakfast biscuit sold originally

by Kraft Foods and now by Mondelez International a

company created from the global snacking and food

brands of Kraft Foods

Mondelez International, Inc.is a global snacking powerhouse, with 2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum.

SITUATIONAL ANALYSIS

• Targeted o Super Bowl Sunday to launch their products in the U.S

• Effective use of social media and online-marketing

• Influencing marketing through the celebrities.

"#MorningWin campaign encourages consumers to share how they use the steady energy from crunchy belVita Breakfast Biscuits to achieve their morning wins through a variety of fun rewards and recognition-driven communications,"

OBJECTIVE OF THE CAMPAIGN

To create health consciousness and to provide the

healthy grain biscuits for the break-fast.

• A twitter campaign of course, designed to give people custom 3D printed trophies for the little things they do in the morning. The call them #MorningWin moments.

• The best tweets to #morningwin will be selected. The actions described in the best tweets will then be recreated by actors in a Manhattan storefront while a 3D scanner captures the scene.

• A 3D print of each seemingly mundane task will then be created and placed on a trophy, which will be immediately mailed to the winning tweeter, congratulating them on a job well done.

Other great tweets to #morningwin will receive virtual 3D trophies to be displayed on their phones.

STRATEGY OF THE CAMPAIGN

Morning wins with an integrated campaign that includes national television spots, radio jingles, personalized tweets, 3D trophies printed in real time, and branded content partnerships. Through these elements, belVita is helping spread a positive morning outlook even further."

Each video, certificate and trophy will be created with the consumer in mind, taking his or her personal victory and celebrating it among the belVita community.

EXECUTION OF THE STRATEGY

They chosen “Super Bowl Sunday” to target the market and to

attract more number of customers

In October 2012 in the United Kingdom, Belvita

was reportedly the brand of biscuit showing the

highest growth in sales.

Through “super bowl” campaign we can target our

customers and have a good interaction with him.

RESULTS

LEARNINGS

• To target the market or to launch the product into the market we have to go to deeper level to understand them

THANK YOU