Sie sind auf Seite 1von 77

KELLOGG’S

CORNFLAKES
- By Supriya Bhoir & Kreena Rajpopat
Our Story
1st Co to enter into readymade cereal breakfast segment
Leader in Cereal Industry
Since 1906, headquarter in Michigan, United States

Manufacturing plant in Andhra Pradesh


Modern
PowerPoint
Presentation Kellogg’s has 55.8% Indian Market Share
Will Keith Kellogg’s
1860 to 1951 “ Lets Make today Great!”
Past
Campaigns
#feedingDreams
#NourishYourDreams
#Guptaji’sFamily
Our Products

Real Kesar Real Rose


Real Almond Real
Pista Badaam Real Thandai Original
& Honey Strawberry Real Honey
Badaam Badaam & the Best
Puree
Social Media Stats

Media Uploads: 83 Media Uploads: 83


Followers: 1,757 Followers: 1,757
Average Likes: 103.64 Average Likes :103.64
INSTAGRAM FACEBOOK
Rating : 2.7

Media Uploads: 273


Video Views: 139,751,212 Tweets : 2,514
Subscribers : 64,207 Followers : 7,921
YOUTUBE TWITTER Average Likes : 125
Not Available On
Social Media
Missing

Products not Up-to-


date

Lead Forms Missing


Facebook Page
Frequency / Type Of
Facebook Posts
q Four times a week

q Five times a day sometimes

q Only product promotion

q Irregular posting

11
Four times a
week

Irregular
posting

Product
promotion

Video
illustrations
Tweets: 2514

Followers: 7932

Following: 106
SEO
SEO
When you search for
z zz corn flakes, Kellogg’s
cornflakes appear for
the amazon page

KEYWORD SERP
Corn flakes 11
Kelloggs corn flakes almond and honey 7
Kelloggs corn flakes nutrition 3
Kelloggs cornflakes 9
Kelloggs 18
SEO

The meta description


is missing
SEO
Suggested Keywords

Corn flakes 27,100

Cereal 60,500

Breakfast cereal 3600

Types of cereal 1600

Cereal food 1000


Seo Recommendation
Redu
Missing
Can Improve
Improve
Backlinks CTA
Backlinks

Need
Work on on
Work Keywords
Effective
Content
content -notKeywords
on
site title

Initially Improve
Work on Keywords-
didn’t
Meta Bounce
Meta
description
have a Rate
Description
CTA
No SEM
No ORM
MOOD
BOARD
Mood Board

I Feel Extremely
#Blessed
Logo Journey

1906 -1907 1907 -1916 1916 -1955 1955 -2012

2012 –P r e s e n t
Competitor Analysis
Z
NATIONAL INTERNATIONAL
Competitor Analysis
Comparison

SOCIAL
MEDIA
• 553 K Likes • 236 K Likes • 761 k Likes
• 551 K Followers • 233 K Followers • 782 k Followers
• 2.7 Ratings • 3.4 Ratings

• 83 k Posts • 377 Posts • 2.1k Posts


• 1.8 k Followers • 3.5 K Followers • 317 k Followers
• 6.07% Engagement rate • 3.95% Engagement rate • 0.61% Engagement rate
• 2.6 K Tweets • 8k Tweets • 2.7 k Tweets
• 8 k Followers • 2.5 k Followers • 10.1 k Followers

• 64 K Subscribers • 63.7 k Subscribers • 357 k Subscribers


• 273 Video • 141 Videos • 805 Videos
• 139,754,086 Total • 8,782,597 Total • 345,193,793 Total
Views Views Views
Patanjali
There is CTA button
on every page.

Active and Updated


Social Media Pages

Slow loading time


Quaker
Active on Social
Media

Up-to Date Website

No Lead Forms
Survey
Based on a survey conducted online, here are few insights.

q Most of the buyers were from the age group of 26-40 followed by 16-25

q 90% people do not follow Kellogg’s on social media

q 64% of the buyers were female

q The most active media platform for the surveyed audience is Facebook

q 44% of the audience prefers Indian Breakfast over Cereals


Target Audience

q Age: 16-35

q Gender: Kids, Male, Female

q Income Status: Middle Class and Upper


Middle Class

q Location: Metropolitian Cities

q Behavior: Health conscious, Working


Professionals, School going kids, Busy lifestyle
Target Audience
Bifurcated Audience According To Market Research

Our Primary audience inclues mom & parents with


pre teens and teens and health conscious people.
Primary

Secondary audience includes teenagers,


adults and working professionals.
Secondary

Tertiary audience includes


Old people who are not the
Tertiary frequent buyers.
Persona 1
We surveyed people belonging to different age groups with different behavior

• Name: Milee Shah

• Gender: Female

• Age:19

• Family Background:Upper middle class

• Income Source: Parents

• Behavior: Very much active on social media,


Health conscious, Gym enthusiast, Daily
consumption of Healthy food like Kellogg’s
Persona 2
We surveyed people belonging to different age groups and different behavior

• Name: Sakshi Bohr

• Gender: Female

• Age:38

• Family Background: Middle class

• Income Source: Working Professional

• Details: Mother of a pre teen, working, cares for child nutrition,


health conscious
Pain Points

BAD ORM

Lack of Less social


Digital media
Marketing presence

No Customer Inactive on
Engagement social media
Campaign Name: Sehat Bhari Subah
Tagline: Fit Hai to Hit Hai
Hashtag: #MeriSehatKiSubah
Highlight: App Launch
Objective : Brand Awareness + Sales +
Good Will
Internal Set Up

Tie Up With Ngo For A Cause

On Board Top School As Alliances

App Launch

Influencer Integration With The App


CRY ( CHILD RIIGHTS AND YOU )
Campaign Flow
PRE BUZZ APP LAUNCH
START

1 2
Objective : Engagement Objective : App downloads

WHATS APP INVITES INFLUENCER MARKETING

4 3
To newly Objective : App download
acquired schools CROSS
EVENT AT SCHOOLS PROMORIONS

5 6
Objective : Objective : Sales
Engagement &
Sales

#MeriSehatKiSubah
FACEBOOK/ INSTAGRAM ADS

WHATSAPP INVITES

CONTEST
App Feature
Premium Feature Highlight
Whatsapp Invite
Event
Media Mix
Social Media Marketing

Mobile Marketing Cross Promotions

Influencer Marketing Email Marketing

Push Notifications Print Media & Other


Offline Media

ORM Google Display Network

Video SEM
SEO
Content Bucket
Content Strategy
Week 1 Week 2 Week 3 Week 4

Customer Picture of the week


Topical Post
Testimonials #MeriSehattKiSubah

Contest ( Guess the Influencer Post Informative Post


new flavor launch)

School of the
Event Posts Blog Recipes
Month

Meme Meme Video post


Facebook + Instagram Ads
Social Media Posts
Social Media Posts
Blogs
5 IRRESISTABLE
STRAWBERRY CORN FLAKES
RECIPES

- Use of Kellogg’s for healthy recipes


- Informational blog and Product Promotion
-Collaboration with an NGO
- How Kellogg’s is contributing towards
the betterment of the society.
- Promoting App features
- Branding

HAVE A LOOK AT HOW THE KELLOGG’S APP


WILL HELP YOU STAY HYDRATED THIS SUMMER
DO YOU SKIP YOUR BREKFAST? SEE WHAT
HAPPENS WHEN YOU SKIP YOUR BREAKFAST

- Product Promotion
- Importance of breakfast
INFLUENCER
MARKETNG
Influencer Marketing
YASMIN KARACHIWALA Rs.3,50,000
Influencer Marketing

q Deliverables
- One post on all social media platforms

THE SNOB JOURNAL – 1.5L


Influencer Marketing

PRASHANT SAWANT – 2L
Influencer Post
ORM Recommendations

“ We are very sorry for the inconvenience from our


side, we will not only ensure to provide a new pack
but we will provide extra products to make it up to
you. We ensure you, it won’t happen again. Please
send us your address.”
CROSS PROMOTION
Email Marketing
WELCOME TO THE KELLOGG’S FAMILY.
- Talk about Kellogg’s and it’s nutrition benefits
- Talk about the Kellogg’s Buyer-Reward program

KRAVING FOR SOME BROWNIE? – TRYING TO GET THE SUMMER BODY?


- Talking about the delicious brownie delight flavored corn flakes
- A discount coupon for the people who people who have subscribed to the mailing list for 2 weeks
THIS IS THE ONLY ‘K’ THAT WON’T ANNOY YOU.. EVER. – TRUST ME !
- Talking about the app launch
- Key features of the app

#MeriSehatKiSubah – a kickass start to your morning.


- Practices to be followed every morning
- Talk about how the subscribers are the first ones to get special discount on the application
YOU DON’T CARE
- A snapshot of how Kellogg’s contributes towards the betterment of society
- Discussing about the under privileged in the society.
Media Budget
OBJECTIVE A: Engagement
WEIGHTAGE: 30%
Platform Ad Format Target Audience Deal Type Weightage Budget
Audience 1- Primary Audience
Facebook+Instagram Post Facebook Targeting CPM 10% 1,00,000
Youtube Youtube CPM 10% 1,00,000
Related Topics: Child care, children stories, children games, cooking
recipes

Audience 2- Secondary Audience


Facebook+Instagram Post Facebook Targeting CPM 5% 50,000
Youtube Text Competitor brand keywords CPM 5% 50,000

OBJECTIVE B: App Download


WEIGHTAGE: 70%
Platform Ad Format Target Audience Deal Type Weightage Budget
Audience 1- Primary Audience
Facebook + Instagram Video Facebook Targeting CPC 30% 3,00,000
Google Display Video Facebook Targeting CPC 30% 3,00,000

Audience 2- Secondary Audience


Facebook + Instagram Event Facebook Targeting CPC 5% 50,000
Google Display 5% 50,000
Ad Campaigns
Campaign no #1 Engagement
Display Ads
Campaign No #2 App Download

(Reach)
(Location)

(Drive Action) (Budget)


Display Ads
Campaign No #2 App Download
Landing Page
Breakfast on the Go!
THANK
YOU