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Kellogs Case study discussion
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Kellogs Case study discussion

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  • 1. Kellogg’s Nutri Grain– Extending a Product Life Cycle Harleen Ankit Tanya Lalit Deepak Soham Sundeep Ankush
  • 2. Salient points of the case  Nutri-Grain conceived as a breakfast substitute cereal  Launched in ’97 and initial success (50% of growing cereal market in 2 years)  Sales increase steadily till ’02  Competition from internal and external products  ’04 – Sales decline  Full market, product on life support
  • 3. Question  Should the brand Nutri-Grain and the products beneath it be  Withdrawn ?  Revitalized ?
  • 4. Flow of models Brand Brand Personality Asset Positioning Valuator
  • 5. Brand Personality
  • 6. Brand Personality  Five core dimensions  Sincerity  Excitement  Competence  Sophistication  Ruggedness
  • 7. Brand Personality
  • 8. Brand Personality SSSSSSSS
  • 9. Brand Personality SSSSSSSS EE EE EEEEEE
  • 10. Brand Personality SSSSSSSS C C E E EE EE EEEEEE
  • 11. Brand Personality SSSSSSSS C C E E EE EE EEEEEE S
  • 12. Brand Personality SSSSSSSS C C E E EE EE EEEEEE R R S
  • 13. Brand Personality SSSSSSSS C C EE EE EEEEEE R R S
  • 14. Brand Personality SSSS C C EEEEEE R R S
  • 15. Brand Asset Valuator
  • 16. Brand Asset Valuator Differentiation Relevance Esteem Knowledge Pillars of Brand Asset Valuator
  • 17. Brand Asset Valuator Brand Value Current pow l er potentia Growth Brand Stature Brand Strength •Uniqueness • Awareness Differentiation Knowledge •Exceptional • Intimacy • Importance • Quality Relevance Relevance Esteem • Popularity • Appropriateness
  • 18. Brand Health
  • 19. Positioning
  • 20. Positioning Only Product baked features product Image Healthy Product Class Change to Product dissociation and “Healthy benefits Convinient & Tasty” Positioning USP product User Realistic Competition Categories Snackers Prioritization Usage All Day occasions Snack
  • 21. Recommendations
  • 22. Recommendations  This market thrives on ability to bring in a variety of choices. Market Kids Teens/ Adults Adolescents • More flavors • More health conscious • More fibers in the diet. segment. • Attractive packaging • Can be advertised as a • More focus on healthy customized product for • Animated shapes of and low fat diet the age group. cereals offerings. • Special gifts such as small toys within packs.
  • 23. Projected Brand Personality SSSSSSSS C C E E EE EE EEEEEE R R S
  • 24. Current Brand Value Source:http://www.brandassetvaluator.com.au/charts/2006Results/2006Results_popup10.html
  • 25. Thank You