Grape Nuts Marketing Campaign

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A marketing campaign developed for an Advertising and Promotion class project. Developed to revitalize the Post Grape-Nuts cereal.

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Grape Nuts Marketing Campaign

  1. 1. grape--nuts Life—Better with grape-nuts Lauren Rahman Nicole Mullet Brandon Mead
  2. 2. Industry History • First Mass Produced Cereal – Dr. John Harvey Kellogg – 1906 – Flakes • Consistent Growth and Expansion • Influx of Brands: 1997 – Industry became extremely concentrated – 200 RTE cereals
  3. 3. Industry Key Features • Monopolistic Competition – Few Top Competitors – Wide Array of Brands – Aggressive Introduction of New Products • High Price-To-Cost Margin • Large Advertising-to-Sales Ratio
  4. 4. Competitors Health Cereal Category • Kellogg – Mini-Wheats – Raisin Bran • Special K • Kashi • General Mills – Fiber One
  5. 5. Grape-Nuts History • Created – 1898 – Charles W. Post • Consistent Growth • Marketing IntroHealthy FamiliesNatural Cereal Euell Gibbons Will Rogers Jr.testimonials
  6. 6. Current Marketing • Slogan: “That takes Grape-Nuts” • Target Market • Positioning • Marketing Mix • Current Market Share: Less than 2%
  7. 7. Brand Problems • Un-Popular Taste • Less Healthy Than Some Alternatives • Lack of Product Variety • Outdated Image
  8. 8. Brand Users Two biggest general user profiles: • “Educated, affluent and upper middle class families in established suburbs and new suburbs/ ex-urban towns respectively.” • “Lower middle class to downscale, factory and farm workers in factory towns and mid-American agricultural communities respectively.” As stated in: (Northwestern 10)
  9. 9. Age: 35-44 GN Users by Age 25.0% 20.0% 18-24 15.0% 25-34 35-44 45-54 10.0% 55-64 65+ 5.0% 0.0%
  10. 10. Gender: 48% Adult Females GN Users by Gender 60% 50% 40% Children Adult Males 30% Adult Females 20% 10% 0%
  11. 11. Income: 53% $35,000 or higher GN Users by Income 60% 50% 40% $35+ $25-34.9 30% $15-24.9 20% $15- 10% 0%
  12. 12. Users Decide Based on Health 100 90 80 70 60 High in Protein 50 High in Vitamins Low in Fat 40 Low in Calories 30 Low in Sugar 20 10 0 Users Non-Users
  13. 13. User Psychographic Profile • Health-Conscious • Somewhat Trendy • Independent/In Control • Leaders • Intelligent • Outdoors • Traditional/Family-Oriented
  14. 14. Consumer Decision Making • Morning Routine/Brand Loyalty – Our goal • Attitude/Beliefs in Popular Culture – Trend towards health-consciousness • Affordability – Increasing brand value
  15. 15. Analysis: Strengths & Weaknesses Strengths • Healthy • Tradition • Trustworthy Weaknesses • Flavor • Out-dated image
  16. 16. Analysis: Opportunities & Threats Opportunities • Product line expansion • Partnership with other food products • Trend towards health-conscious eating Threats • Tough competition • Wide variety of competitors
  17. 17. Our Campaign
  18. 18. Big Idea & Slogan Breakfast cereal that goes beyond the ordinary breakfast, doubling with many other foods and improving many life situations- making the consumer’s life better in many ways. Life-Better with Grape-Nuts.
  19. 19. Big Idea Approach: Cognitive • Impression and Communication – Relevant – Versatile – Beneficial – Healthy • Solves the Un-Popular Flavor Issue • Reaches Beyond Breakfast-Eaters • Appeals to Wise Mothers • Extendable
  20. 20. Positioning For women with families, Grape-Nuts is the breakfast cereal that provides versatility, health, and improved well-being to them and their family.
  21. 21. Target Market: Demographics • Women: food purchase decision-makers • 25-45 • With Families • Suburban to Rural • Mid-High Income
  22. 22. Target Market: Psychographics • Health-conscious • Independent • Leaders • Active lifestyle (on the go) • Practical • Physically fit • Outdoors • Trendy
  23. 23. Campaign Goals: Short-Term (1 year) • Generate increased consumer interest and buying activity • Generate media attention • Popularize the Grape-Nuts message by creating shared experiences among consumers • Bring Grape-Nuts above 2.5% in market share
  24. 24. Campaign Goals: Long-Term (3+Years) • Create and sustain consumer loyalty • Change negative Grape-Nut brand perceptions • Bring Grape-Nuts above 3.0% in market share
  25. 25. Marketing Mix • Television • Website Ads • Print • YouTube • Website • Social Media
  26. 26. Website & Print Packages Initial Partnerships: • Every Day w/ Rachel Ray • Food Network • Good Housekeeping • Cooking Light • Vegetarian Times
  27. 27. Interactivity Website Ads  Videos  Social Media Print Ads  Website  Purchase Exposure  Engagement  Action
  28. 28. Website
  29. 29. Print Advertising
  30. 30. Public Relations • Event Marketing – Faux Food Vendor • Philanthropy – Riley Children’s Hospital – Help the Hungry – Live Strong – Big Brother Big Sister
  31. 31. Partnerships & Co-Branding • Yoplait • Breyers • Bisquik
  32. 32. Direct Marketing In-Store Samples • Recipes Direct Mailing • Recipe books and coupons
  33. 33. Measuring Effectiveness Specific • Redeemed Coupons • Per Click • Video Hits • Social Media Monitoring General • Sales • Measuring Market Share
  34. 34. grape--nuts Future Plans

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