Common Factor

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Common Factor

  1. 1. Common Factor Cheerios Case History
  2. 2. Understanding the issue Brand Product Consumer
  3. 3. <ul><li>Identifying the common factor among brand, product and consumer. </li></ul>Understanding the issue Brand Product Consumer
  4. 4. Cheerios Case History Playing with the Consumer Factor in order to build a brand for the whole family.
  5. 5. The Product <ul><li>Whole oat toasted rings. </li></ul><ul><li>Usually eaten at breakfast, adding milk and occasionally fresh fruit. </li></ul><ul><li>It is a great source of protein, carbohydrates, vitamins and fiber. </li></ul>
  6. 6. The Brand <ul><li>A reassuring icon of optimism and loving care </li></ul><ul><li>Mom looks after her loved ones, serving Cheerios every day to keep them healthy and well nourished. </li></ul>
  7. 7. The Consumer <ul><li>Mom purchases most household goods. </li></ul><ul><li>She is always willing to meet the needs and wishes of her loved ones. </li></ul>
  8. 8. Cheerios for toddlers <ul><li>Kids’ first snack </li></ul><ul><li>The Brand </li></ul><ul><ul><li>A reassuring icon of optimism and loving care </li></ul></ul><ul><li>The Product </li></ul><ul><ul><li>Recommended by pediatricians </li></ul></ul><ul><ul><li>Easy to grab </li></ul></ul><ul><ul><li>Fun rings </li></ul></ul><ul><li>The Consumer </li></ul><ul><ul><li>It is good for my kids, they need it. </li></ul></ul><ul><ul><li>Mom’s pride, they thank me </li></ul></ul><ul><ul><li>They can eat it by themselves, it is fun </li></ul></ul>
  9. 9. Granny
  10. 10. Cheerios for youngsters <ul><li>The energy they need to meet their goals </li></ul><ul><li>The Product </li></ul><ul><ul><li>Improves physical and mental performance </li></ul></ul><ul><ul><li>Quick breakfast, always at hand </li></ul></ul><ul><ul><li>Fun rings </li></ul></ul><ul><li>The Consumer </li></ul><ul><ul><li>I want my children to succeed </li></ul></ul><ul><ul><li>They have a very hectic life style </li></ul></ul><ul><ul><li>They are kids, they need loving care and to have fun . </li></ul></ul><ul><li>The Brand </li></ul><ul><ul><li>A reassuring icon of optimism and loving care </li></ul></ul>
  11. 11. You have a lot to do, before lunch
  12. 12. Cheerios for Mom <ul><li>Give your kids wings, so they learn how to fly </li></ul><ul><li>The Product </li></ul><ul><ul><li>Helps improve school performance </li></ul></ul><ul><li>The Consumer </li></ul><ul><ul><li>Mom: If they do well at school, they will succeed in life </li></ul></ul><ul><ul><li>Kids: I want to grow up! </li></ul></ul><ul><li>The Brand </li></ul><ul><ul><li>A reassuring icon of optimism and loving care </li></ul></ul>
  13. 13. Quiz
  14. 14. Cheerios for grown ups <ul><li>Keeps you in shape for your loved ones </li></ul><ul><li>The Product </li></ul><ul><ul><li>Reduces cholesterol </li></ul></ul><ul><ul><li>Each bowl of Cheerios is a prove of caring love </li></ul></ul><ul><li>The grown up consumer </li></ul><ul><ul><li>It is difficult to eat healthy every day </li></ul></ul><ul><ul><li>Family is most important </li></ul></ul><ul><li>The Kid </li></ul><ul><ul><li>Look what I’ve learnt; I can help too </li></ul></ul><ul><li>The Brand </li></ul><ul><ul><li>A reassuring icon of optimism and loving care </li></ul></ul>
  15. 15. Little kid read the entire label

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