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Kellogg’s Nutri Grain–
Extending a Product Life Cycle

                              Harleen
                             ...
Salient points of the case
   Nutri-Grain conceived as a breakfast substitute cereal
   Launched in ’97 and initial succ...
Question
   Should the brand Nutri-Grain and the
    products beneath it be
       Withdrawn ?
       Revitalized ?
Flow of models




 Brand         Brand
 Personality   Asset      Positioning
               Valuator
Brand Personality
Brand Personality

   Five core dimensions

       Sincerity

       Excitement

       Competence

       Sophistica...
Brand Personality
Brand Personality


                SSSSSSSS
Brand Personality


                SSSSSSSS




               EE         EE
                    EEEEEE
Brand Personality


                  SSSSSSSS


                  C        C



              E             E
           ...
Brand Personality


                  SSSSSSSS


                  C        C



              E             E
           ...
Brand Personality


                  SSSSSSSS


                  C        C



              E             E
           ...
Brand Personality


                SSSSSSSS


               C       C




               EE      EE
                 EEE...
Brand Personality


                    SSSS


               C            C




                   EEEEEE




           ...
Brand Asset Valuator
Brand Asset Valuator




  Differentiation    Relevance          Esteem        Knowledge

                    Pillars of B...
Brand Asset Valuator

                                       Brand Value
                                                 ...
Brand Health
Positioning
Positioning

                           Only
                         Product
                           baked
           ...
Recommendations
Recommendations
   This market thrives on ability to bring in a
    variety of choices.


                               ...
Projected Brand Personality


                   SSSSSSSS


                   C        C



               E             ...
Current Brand Value




   Source:http://www.brandassetvaluator.com.au/charts/2006Results/2006Results_popup10.html
Thank You
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Kellogs Case study discussion

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Transcript of "Kellogs Case study discussion"

  1. 1. Kellogg’s Nutri Grain– Extending a Product Life Cycle Harleen Ankit Tanya Lalit Deepak Soham Sundeep Ankush
  2. 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. 3. Question  Should the brand Nutri-Grain and the products beneath it be  Withdrawn ?  Revitalized ?
  4. 4. Flow of models Brand Brand Personality Asset Positioning Valuator
  5. 5. Brand Personality
  6. 6. Brand Personality  Five core dimensions  Sincerity  Excitement  Competence  Sophistication  Ruggedness
  7. 7. Brand Personality
  8. 8. Brand Personality SSSSSSSS
  9. 9. Brand Personality SSSSSSSS EE EE EEEEEE
  10. 10. Brand Personality SSSSSSSS C C E E EE EE EEEEEE
  11. 11. Brand Personality SSSSSSSS C C E E EE EE EEEEEE S
  12. 12. Brand Personality SSSSSSSS C C E E EE EE EEEEEE R R S
  13. 13. Brand Personality SSSSSSSS C C EE EE EEEEEE R R S
  14. 14. Brand Personality SSSS C C EEEEEE R R S
  15. 15. Brand Asset Valuator
  16. 16. Brand Asset Valuator Differentiation Relevance Esteem Knowledge Pillars of Brand Asset Valuator
  17. 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. 18. Brand Health
  19. 19. Positioning
  20. 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. 21. Recommendations
  22. 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. 23. Projected Brand Personality SSSSSSSS C C E E EE EE EEEEEE R R S
  24. 24. Current Brand Value Source:http://www.brandassetvaluator.com.au/charts/2006Results/2006Results_popup10.html
  25. 25. Thank You

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