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Document Title Goes Here 1
PepsiCo Confidential
Project 1 - Study: ‘Digital Marketing Strategy of the top
Global & Indian ...
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22PepsiCo Confidential
Quaker Oats launched
(India) in 2006
TG shift from Sec-A
(youth) to Middle...
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33PepsiCo Confidential
Breakfast cereal market in India
Convenience
Healthier
lifestyle
What Indi...
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44PepsiCo Confidential
Brands studied
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55PepsiCo Confidential
Kellogg’s Special K Cereals - TG
Kellogg’s brand was launched for the firs...
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66PepsiCo Confidential
Brand Identity Prism
CULTURE
This is the brand basis; tangible
qualities/a...
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77PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Red theme – Love your ...
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88PepsiCo Confidential
•Special K has connected with the women on the aspects of fame and emotion...
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99PepsiCo Confidential
Kellogg’s Special K – 2 weeks
challenge
• The ‘Challenge’ brand story has ...
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1010PepsiCo Confidential
Kellogg’s: The Special K Tweet Shop is a form of showrooming campaign in...
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1111PepsiCo Confidential
Some more examples
from Special K U.K and U.S brand communication
Testim...
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1212PepsiCo Confidential
Learnings for Quaker
1. Quaker can learn from Kellogg’s Special K in cre...
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1313PepsiCo Confidential
Weetabix Cereals (U.K) - TG
Weetabix is considered to be the Britain’s l...
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1414PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Original Swiss style...
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1515PepsiCo Confidential
•The communication sees a portmanteau of emotional + functional tonality...
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1616PepsiCo Confidential
• It’s a property campaign on website.
• Taste the Muesli bowl for seven...
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1717PepsiCo Confidential
Weetabix Cereals – Brand communicates through creative visuals and lates...
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1818PepsiCo Confidential
Weetabix – Weetabuddies digital campaign
https://weetabuddies.com/index....
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1919PepsiCo Confidential
Weetabix – Brand communication on FB (East Africa)
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2020PepsiCo Confidential
Learnings for Quaker
1. Quaker can use the fun space as well for the kid...
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2121PepsiCo Confidential
JORDANS cereals - TG
Jordans is a UK based ‘wholefood’ breakfast cereal ...
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2222PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Countryside symbol –...
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2323PepsiCo Confidential
JORDANS - Brand Communication on social platforms
•The brand communicati...
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2424PepsiCo Confidential
#30DaysWild campaign
• The campaign creates a connect with
its adventure...
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2525PepsiCo Confidential
Learnings for Quaker
1. Jordans cereals has partnered with many communit...
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2626PepsiCo Confidential
Malt – O – Meal cereals - TG
MOM brands company is an American producer ...
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2727PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Logo - Sun cartoon s...
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2828PepsiCo Confidential
Malt-O-Meal Brand Communication on social platforms
• MOM brands retail ...
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2929PepsiCo Confidential
#ThumbsUp
• Taste aspect of the brand was
the key highlight of the 30 se...
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3030PepsiCo Confidential
Learnings for Quaker
1. The property campaign of the Quaker (SHC) should...
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3131PepsiCo Confidential
Cheerios Cereals - TG
General Mills, one of the top cereal makers, is kn...
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3232PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Round puffed rings
Y...
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3333PepsiCo Confidential
• Encouraging people to upload their innovated Cheerios meals/snacks.
• ...
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3434PepsiCo Confidential
#CheeriosEffect
• A form of purpose-driven
marketing.
• Mini-documentari...
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3535PepsiCo Confidential
Learnings for Quaker
1. Quaker needs to be more visible and talked about...
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3636PepsiCo Confidential
Nestle breakfast Cereals - TG
Nestle is the one of the largest food and ...
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3737PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Top green ribbon use...
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3838PepsiCo Confidential
•The brand is communicating the empowerment of women through its post.
•...
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3939PepsiCo Confidential
Nestle’ Fitness brand communication
Associating with women social causes...
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4040PepsiCo Confidential
Nestle FITNESS 14- Day Program
App
• Compatible with iPhone, iPad,
and i...
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4141PepsiCo Confidential
Website gaming interface
• Nestle Estrelitas
• Cini – Minis
Nestle’ – In...
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4242PepsiCo Confidential
Learnings for Quaker
1. As the target group for Quaker are women/housewi...
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4343PepsiCo Confidential
Kashi GO LEAN! Cereals - TG
Kashi is an American food company founded in...
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4444PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism
Green and white colo...
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4545PepsiCo Confidential
Kashi GO Lean! Cereals – Brand communication on social
platforms
• Frequ...
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4646PepsiCo Confidential
#SeePositive
• The video in a way instills the urge of
cherishing day to...
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4747PepsiCo Confidential
Learnings for Quaker
1. Kashi has an easy mechanism for locating a offli...
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PepsiCo Confidential
Quaker brand communication across countries
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4949PepsiCo Confidential
http://www.mangerbouger.fr/
Quaker Oats – France Website
1. Simple and u...
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5050PepsiCo Confidential
Quaker Oats – Canada Website
1. The ‘Collections’ section is the main
hi...
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5151PepsiCo Confidential
Instant
Oat
meal/
On-the-go
option
Source
of
energy
(exercis
es)
Country...
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5252PepsiCo Confidential
Quaker Oats – Brand Communication (Philippines)
1. Message – To serve he...
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5353PepsiCo Confidential
Quaker Oats – Brand Communication on FB (Philippines)
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5454PepsiCo Confidential
1. #FeedTheirFuture Campaign – Partnering with social communities by att...
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5555PepsiCo Confidential
Brands social platforms statistics
Brand Facebook Twitter Instagram YouT...
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5656PepsiCo Confidential
Brand Facebook Twitter Instagram YouTube Pinterest Google+
Cheerios 1 M ...
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5757PepsiCo Confidential
Brand Facebook Twitter Instagram YouTube Pinterest Google+
Quaker
(Phili...
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5858PepsiCo Confidential
Online
Reputation
Management
system
• Quaker (India) should engage with ...
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5959PepsiCo Confidential
• Quaker Lifestyle/Nutrition section articles can be promoted on the E- ...
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PepsiCo Confidential
Quaker (India) Website
development
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6161PepsiCo Confidential
demo.quaker.co.in still in progress…
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6262PepsiCo Confidential
2 3 4 5 6 7 8 9 101
Agency
Client need brief
assessment
Client
Need-brie...
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6363PepsiCo Confidential
1
About Quaker (site map) About Quaker (final design)
Before & After
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6464PepsiCo Confidential
2
Reference site for Quaker
website
Final design replicated as per
refer...
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6565PepsiCo Confidential
3
Product landing page
wireframe
Product landing page design
Before & Af...
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6666PepsiCo Confidential
How is the transition to Smart Heart Challenge
coming?
As Smart Heart Ch...
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6767PepsiCo Confidential
5Mobile responsive Quaker site
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PepsiCo Confidential
Thank You! Quaker
I started with a great internship in
these 2 months…
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PepsiCo Quaker Project_Mandalsa

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PepsiCo Quaker Project_Mandalsa

  1. 1. Document Title Goes Here 1 PepsiCo Confidential Project 1 - Study: ‘Digital Marketing Strategy of the top Global & Indian Breakfast cereal brands towards Consumer engagement and learning for Quaker, India’ Project 2 - Revamp of the Quaker (India) website Intern : Mandalsa Thaman MBA (Marketing) L.M Thapar School of Management, Thapar University, Patiala Project Mentor : Mr. Bikash Bohra, Digital Marketing Consultant (Nutrition) PepsiCo (India) Project Supervisor : Mr. Rishi Dogra, Head of Digital, PO1 PepsiCo (India)
  2. 2. Document Title Goes Here 22PepsiCo Confidential Quaker Oats launched (India) in 2006 TG shift from Sec-A (youth) to Middle-class upper aged bracket Challenge – To make it more palatable Flavored Oats -Increased relevance & acceptance of Oats in India,2010 Challenge – How to make Quaker more appealing & exciting product? Marketing – Quaker was finding ways to keep the consumers engaged and interested. Rising consumers engagement with other brands on digital space . Following is the presentation that studies various breakfast cereal brands that have been engaging with the consumers digitally and how Quaker can strengthen itself on digital platforms to stay ahead of competition. Purpose of Study
  3. 3. Document Title Goes Here 33PepsiCo Confidential Breakfast cereal market in India Convenience Healthier lifestyle What Indian consumers want? Breakfast Cereal category an imp. category in F&B industry. 1. Withdrawing of Nestle Maggie noodles due to the recent ban on the product has led to sales of other convenience products (frozen-ready-to fry and instant foods. 2. Offers and discounts like ‘Buy 3-get-1 free’ in the supermarket shops like Reliance fresh has triggered sales of breakfast cereal products. 3. Other processed food categories and ready to cook meals are now filling the empty shelves of Maggie. 4. Instant Upma, Poha and Oats are now catching the eyes of consumers seeking instant breakfast options. 5. In the period of just 2 years, Oats category has gained 26% of Rs. 720 cr. breakfast cereal market in urban India. 6. Marico's Saffola oats has emerged as the second largest product in the category with a value market share of about 12%. However, PepsiCo India's Quaker is ahead with 40% share. 7. Chemists are new entrant in the distribution channel. Source: http://wikibizpedia.com/Breakfast_Cereals_Market_In_India
  4. 4. Document Title Goes Here 44PepsiCo Confidential Brands studied
  5. 5. Document Title Goes Here 55PepsiCo Confidential Kellogg’s Special K Cereals - TG Kellogg’s brand was launched for the first time in India in 1994. Special K is a lightly toasted breakfast cereal manufactured by the company, marketed primarily as a low-fat cereal that helps one in losing weight. TARGET GROUP  Working class women (Sec A), who aspire to be thinner and want to lose weight.  Urban women (aged 25-34 years). DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  Women are found to be looking for simple and tasty solutions for their weight management .  The working class women are looking for quick healthy meals.  Women are found to be more informed and educated about things.  Shifted from the role of gatekeeper to information initiator.  Women want to gain confidence and emotional benefits through weight loss. BRAND PROMISE  “Committed to providing inspiration to women everywhere on their weight management journey”. Engagement Connecting through personalised tools for women Make the women feel special by featuring stories/articles of other users. Virtual dietician for women. Use of vines, celebrities, partnering with channels Relevance Content focus on weight loss stories and building trust in the users. Brand appeals to the women by making them feel special through wedding special occasions.
  6. 6. Document Title Goes Here 66PepsiCo Confidential Brand Identity Prism CULTURE This is the brand basis; tangible qualities/attributes Brand’s character/persona The brand has a culture that supplies a system of values and inspiration within which it operates The relationship a brand establishes with its customers How the brand projects itself on others How does the user feel on using the brand? Source: Noel Kapferer’s brand identity prism
  7. 7. Document Title Goes Here 77PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Red theme – Love your body! The big red K – Effective brand identifier Simple white background Slim fit models/Deepika Padukone Curvy shapes used Weight Management Product Gives a positive inspiration to stay fit. An Indifferent brand An Inspirational brand for the women on their weight management journey. Self Confident Feel good by getting noticed. Special Empowering other women to take control of their weight/how they look. Trendy Modern Goal-oriented Outspoken Diet-crazed consumers Ambitious Kellogg’s Special K - Brand Identity Educating the Indian consumers about importance of breakfast .
  8. 8. Document Title Goes Here 88PepsiCo Confidential •Special K has connected with the women on the aspects of fame and emotional bonding with the women. • Brand is seen to be talking in the voice of the consumer (addressing the FAQ’s of the users in their creative posts). • Frequent connect with the consumer formed through continuous posts (daily posts) •Have collection of embedded apps like E-Store, Testimonials and Special K ads •Tweets made through Vines, creative posts (using different content for Twitter). • Active response from the consumers on the taste aspect of the Special K products. • Using creative posts by playing with colors of the respective Special K product flavors . • Special K doesn’t have its own official account on Pinterest, but has active pinners posting about the brand in their pinboards. Kellogg’s Special K – ‘2 week challenge ‘– The website leads to a microsite my.specialk.co.in platform acting as a virtual dietician, having blogs, fitness tips, personalized diet plan, progress planner & BMI caluclator. Special K Kellogg’s website Kellogg’s Special K Cereals –Brand Communication on social platforms
  9. 9. Document Title Goes Here 99PepsiCo Confidential Kellogg’s Special K – 2 weeks challenge • The ‘Challenge’ brand story has been presented in a game changing way to empower women to take control and maintain weight. • Features fitness, lifestyle and fashion articles to support the virtual plan. Kellogg’s Fibre Tracker App • All device compatibility app. • Tracks daily intake of fibre in the daily meals of user. • Includes recipe tips, shopping list creation, find and share recipes. • Total app installs – 10,000 to 50,000. • Users rating reviews – 2.9/5 rating. #Breakfast Cab • A promotional campaign in association with Meru cabs available only in Mumbai & Delhi. • Kellogg’s breakfast kit with spoon, milk, bowl given to the travelers who booked the cab for a pick up time b/w 5:00 a.m to 9:00 a.m . • Awareness generated through posting on social platforms. Kellogg’s Special K Cereals – Campaigns (India)
  10. 10. Document Title Goes Here 1010PepsiCo Confidential Kellogg’s: The Special K Tweet Shop is a form of showrooming campaign in which the consumers are paying for the cereal in the store by tweeting about it, called the Tweet Shop! Special K Tweet shop #TweetShop • The idea was to give Kellogg’s product(s) Cracker Crisps in exchange of tweets as a launch campaign for the product. • Awareness generated through Twitter in London and posts of the followers retweeted. •. A real-life human interaction using pay-with-a tweet concept.
  11. 11. Document Title Goes Here 1111PepsiCo Confidential Some more examples from Special K U.K and U.S brand communication Testimonials facebook app embedded on facebook Generating interest amongst the non – TG (Men)
  12. 12. Document Title Goes Here 1212PepsiCo Confidential Learnings for Quaker 1. Quaker can learn from Kellogg’s Special K in creative ways to connect , for instance through apps, association with food and health TV shows/ E-health magazines by being more visible to wider audience. 2. Carry-out more activation on the social platforms for their property campaign – Quaker Smart Heart Challenge, like Kellogg’s Special K plan. 3. The brand needs to celebrate and showcase its new launches. 4. While targeting Moms the brand needs to establish how it’s products will impact their life and make them feel special. 5. Can have their E-Store facebook featured app as well for convenient shopping experience for the consumers. Femina health editors show on Google+ session
  13. 13. Document Title Goes Here 1313PepsiCo Confidential Weetabix Cereals (U.K) - TG Weetabix is considered to be the Britain’s largest cereal brand, found to be leading in British cereal market. Alpen is a muesli breakfast cereal under the Weetabix parent brand, covered in the following study. TARGET GROUP  Parents and children through cereal promotions.  Health-conscious society DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  It was hard to find a breakfast cereal specifically suited for the ‘whole family.’  Many people preferred a breakfast that is ‘versatile’ and can be mixed with yogurt /fruits.  It was with the falling popularity of the corn based cereals in U.K market, Weetabix gained advantage. BRAND PROMISE  “To delight consumers with nutritious, great tasting breakfast food and snacks produced with passion and excellence. Engagement Driving interest of the users through organizing activities like #SportsFest Campaigns involving UGC on social platforms Relevance Positioning the brand as the most nutritious and healthy option for breakfast Promotions and marketing tend to be aimed at children to generate appeal.
  14. 14. Document Title Goes Here 1414PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Original Swiss style Muesli Classic look & feel Alps background Crispy wheat flakes Blue sky, Alps, Maroon color – Symbolizing high energy levels for high energizing activities. Fancy breakfast with delicious ingredients. Good start to the day. 100% original energy – Family product. An original breakfast cereal for the modern families for a high energy packed day. Power packed and full of energy. Trendy Modern High living standards Rich taste Lavish lifestyle Aspirational Weetabix Alpen Muesli - Brand Identity Classic breakfast for modern families.
  15. 15. Document Title Goes Here 1515PepsiCo Confidential •The communication sees a portmanteau of emotional + functional tonality of communication. •Positioned Alpen Muesli as the source of required energy through visuals that are centred towards handling tough activities. •Family happiness and a good lifestyle - brands message on fb. • Amplification done around the Weetabuddies campaign on fb. •Tweets made through Vines, creative posts (using different content for Twitter). • Playing around the shapes and fun while having the cereals. • Occasion specific posts on twitter. •Use of GIF’s . • The new launches of the products are highlighted on the brands LinkedIn page • Updates on the latest YouTube videos also posted on the page. • Has a good U/X website like http://www.weetabix.ca/. • Have campaigns featuring celebrity endorsers in the Alpen muesli product videos. Weetabix website (U.K) Weetabix Alpen Muesli –Brand Communication on social platforsm
  16. 16. Document Title Goes Here 1616PepsiCo Confidential • It’s a property campaign on website. • Taste the Muesli bowl for seven days and submit the entries about what consumers feel – Campaign • Gratification - Free tour to U.K’s biggest cities along with shopping vouchers sponsored by company for the selected winners. Native advertising on Facebook • Amanda Holden is the brand endorser for the product that is acting as the influencer to the brand Alpen Muesli. • Celebrity’s brand endorsement content share on the facebook page through native advertisng. #IncredibleInside • The campaign is launched into a series on the social platforms, in-store activity as well as TV. • It highlights the little-known facts about the bodies and promotes nutrients present in Weetabix • Featured in the form of GIF’s onTwitter. Weetabix Cereals – Campaigns Amanda’s Brighter Mornings Challenge
  17. 17. Document Title Goes Here 1717PepsiCo Confidential Weetabix Cereals – Brand communicates through creative visuals and latest theme based communication that keeps the users engaged and interested in the brand.
  18. 18. Document Title Goes Here 1818PepsiCo Confidential Weetabix – Weetabuddies digital campaign https://weetabuddies.com/index.html A multi-channel marketing Reaching out to the specific influencers i.e. the mummy bloggers. The campaign targeted the mothers and the kids on the digital platform to motivate other mothers and their families to join the ‘Weetabuddies’ campaign. Supported by in-store and POS activity. The retailers were asked to have Weetabuddies stickers pasted on the fruits to encourage kids to have fruits along with the Weetabix breakfast cereals. 1 2 3 4 5
  19. 19. Document Title Goes Here 1919PepsiCo Confidential Weetabix – Brand communication on FB (East Africa)
  20. 20. Document Title Goes Here 2020PepsiCo Confidential Learnings for Quaker 1. Quaker can use the fun space as well for the kids as a different section/microsite dedicated to the kids user experience itself, like the Weetabuddies campaign. 2. The idea is to play with the kids-themed activity as well to widen the Quaker oats appeal. 3. The nutritional claims of the brand can be backed with the promotion by the common people who are great influencers that makes the brand message to appear for real and not just look like any background noise to the consumers. [e.g. Nescafe Stammering Ad comedian] 4. Quaker with its presence on E-Commerce websites should feature a Buy Now option (in picture below) on its website to make it more visible & convenient for the users.
  21. 21. Document Title Goes Here 2121PepsiCo Confidential JORDANS cereals - TG Jordans is a UK based ‘wholefood’ breakfast cereal brand founded in 1972 by Bill and David Jordan. The company believed that oats, which are the main ingredients of its cereals, are a “source of fibre and a nutritious breakfast choice. TARGET GROUP  College going youngsters who are skipping breakfast  Younger group (Married men and women) DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  Growing desire to build healthier lifestyles through better eating habits.  A demand for a breakfast option that is all healthy, crunchy and tasty.  A demand for breakfast cereal that lifts up the mood by having tastier options. BRAND PROMISE  “Deliciously straightforward in every spoonful” Engagement Promoting content of the partner community pages , to appeal to a wider audience by giving Jordans hampers. Relevance Giving a different user experience/engagement every time through communities/organisations campaigns
  22. 22. Document Title Goes Here 2222PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Countryside symbol – health, well being and fresh air. Crunchy clusters. Classy Jordan’s logo. Warm colours for different varieties. Large country manor on the box Tempting/Scrumptious product offering. Classy Health conscious Breakfast for rich Feel good Appetizing Outgoing Rich nutrition with great taste Fresh Satisfied consumer Best Nutritious choice Moody Sophisticated Modern Exotic Fun Experimental Jordans Country Crisp - Brand Identity
  23. 23. Document Title Goes Here 2323PepsiCo Confidential JORDANS - Brand Communication on social platforms •The brand communication and the campaigns of Jordans revolve around the Countryside theme as shown in their brand logo. • All the societies/blogs that share the same objective as that of Jordans are seen to be posted on the brand facebook page as a native post. • With the limited pins on the pinterest by the brand but maximum followers shows the interest of the consumer towards the Jordans cereals. • Most of the communication on the twitter handle are seen to be coming from the active native influencers. •The Jordans (France) website – User friendly and has good U/X. • User engagement - Fruits calendar on the website for the viewers to know the fruits availability. JORDANS website
  24. 24. Document Title Goes Here 2424PepsiCo Confidential #30DaysWild campaign • The campaign creates a connect with its adventure and nature loving consumers. • Partnered communities campaigns promoted by the brand. Tonality of the communication Theme based content is promoted on the facebook and on the twitter pages. #BikeWeekUK • People are asked to like, share, comment on the above post and win a Bike GPS. • Community activities like marathons, Bikeweek, social drive activities are sponsored and promoted by the brand on the social pages. JORDANS Cereals – Campaigns
  25. 25. Document Title Goes Here 2525PepsiCo Confidential Learnings for Quaker 1. Jordans cereals has partnered with many communities/NGO organizations/resorts that promotes the communities campaigns in return of giving away the Jordan cereals as the gratification for the participation. This can be done by Quaker as well but not that frequently.
  26. 26. Document Title Goes Here 2626PepsiCo Confidential Malt – O – Meal cereals - TG MOM brands company is an American producer of breakfast cereals. Malt – O – Meal cereals has positioned itself as the value cereal that comes in the bag that offers similar cereal compared to its competitors at a lower cost.. TARGET GROUP  College students  Bachelors  Sub-urban mothers  27-37 years of age group * DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  Suburban women are the gatekeepers to home and always put their family first, hence the TG.  Grocery shopping and the family budgets decisions are taken by them without compromising the overall health of the family. BRAND PROMISE  “Less spendy, so tasty and earth friendly”  “The savings are in the bag” Value building Social initiatives taken up with the communities . Awareness Consumer loyalty towards the brands increases that makes the brand have high brand recall. *Source: http://www.slideshare.net/Spyder0216/maltomeal- positioning-strategy
  27. 27. Document Title Goes Here 2727PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Logo - Sun cartoon shown in peace MOM – word drives an instant connect. . Value – cereal brand Family – owned Good for families A socially responsible product buying Malt-O-Meal - Brand Identity A breakfast cereal brand for the whole family. To find better ways to make better breakfast at a better price. Economical/frugal Caring Nature lover
  28. 28. Document Title Goes Here 2828PepsiCo Confidential Malt-O-Meal Brand Communication on social platforms • MOM brands retail store deals promotion done on facebook. •The brand’s Pinterest content is promoted on the fb page. •#TerraCycle; recycling initiatives promoted highly on the page. • Active promotion of their property campaigns on facebook. • Similar facebook content shared on the twitter page as well. •Again most of the active promotion is done on #Flavour Nation (property campaign) page. •The bloggers for their property campaign are reached out on the twitter page the most. •Visuals on the product ingredients are posted on the Instgram along with the similar content on facebook and twitter. •Have a outbound link that directs to the partner community of MOM brand i.e Bag the box . • Acts as a news sharing platform for the bloggers of Bag the box, that update the viewers about the latest news of MOM brand. MOM website
  29. 29. Document Title Goes Here 2929PepsiCo Confidential #ThumbsUp • Taste aspect of the brand was the key highlight of the 30 sec video. • An Integrated campaign -This TVC was aired during the morning news, daytime and select primetime programming. MOM Cereals – Campaigns #TerraCycle campaign • The consumers are involved in the brands story by asking them to participate in their recycling drive. • This campaign is actively promoted on twitter and facebook by asking the users to share their DIY experiments on the recycling theme. #Flavor Nation Property • Fun and creative online forum for the users to share their pictures with the cereals to be put up on the website. • The property campaign’s focus is on reaching each individual consumer one at a time at single platform.
  30. 30. Document Title Goes Here 3030PepsiCo Confidential Learnings for Quaker 1. The property campaign of the Quaker (SHC) should be actively promoted more on the social platforms e.g. the Malt-O- Meal #FlavorNation fb embedded feature as a outbound link to the Flavor Nation micro site. 2. Quaker can attach themselves with any social cause that might bring instant brand appeal to masses. 3. MOM brands global website showcases the latest news of the brand happenings from the latest marketing campaigns to their sustainability initiatives recently taken up; which the Quaker can also incorporate in their site. Brands video link integrated on the wikipedia page
  31. 31. Document Title Goes Here 3131PepsiCo Confidential Cheerios Cereals - TG General Mills, one of the top cereal makers, is known for cereals like Cheerios , Chex, Lucky Charms and Wheaties. Cheerios is a U.S cold cereal brand, under the breakfast category which stands for the mission of : ‘Only what matters.’ TARGET GROUP  Men and women (female skew).  Young to middle aged parents with families (aged 18- 34).  Present target group shifting from kids and moms to fathers. DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  47% of the U.S men are found to be doing at least half of family grocery shopping.*  People want a food that is affordable, quick to prepare and a healthy alternative to other items in ‘quick meal category’.  42% of the adults in U.S are found to be eating more cereals than before.  Increasing consumer awareness of the non-GMO cereal products.  People are getting health conscious because of the rising levels of cholesterol and their changing lifestyle BRAND PROMISE  “Simply made from., only what matters.” *Source: American Marketing Association Reach Taking advantage of Google Adwords , the brand is visible on the top search results. Updating frequently on the social pages and engaging with the consumers. Taking advantage of the remarketing strategies . Having online buying option in website itself. Relevance The direct goal of the brand is to engage more people in the campaigns. To enlarge more and more fans on the brand’s social platforms.
  32. 32. Document Title Goes Here 3232PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Round puffed rings Yellow colour – Identifier Heart shaped bowl Fun product for kids Original Yellow box Fun with shapes product “Buzz the bee” - Mascot A right nutrition required for the families. Cheerios kid Family happiness Heart health Cheerios - Brand Identity Prism Fun cereal brand for kids Breakfast for the happy family. Affordable Fun loving product Sweet and healthy Kid-friendly Cheerios Kid Accessible Iconic
  33. 33. Document Title Goes Here 3333PepsiCo Confidential • Encouraging people to upload their innovated Cheerios meals/snacks. • Engagement mostly seen through UGC campaigns either in the form of videos, pictures shared on the page. • Native advertising on recipes done on the facebook page. •The style and message is very family and kids specific. • Influencers posts retweeted on the twitter page to draw more attention and interest on the page. •Pictures shared and pinned from various partner bloggers post ‘s. •The content to be kept kids friendly as well as for adults in terms of pinning about motivational quotes. • Consumers active responses on the platform to be seen. • Limited posts on Instagram but higher following indicating consumers interest in the brand. •On Cheerios.com, the first highlight of the website is the “Braekfast Cereal Project” that gives a message of the importance of having breakfast as a family. • The content on the website is provided in a format & location that the users find useful and familiar . Cheerios website Cheerios - Brand Communication on social platforms
  34. 34. Document Title Goes Here 3434PepsiCo Confidential #CheeriosEffect • A form of purpose-driven marketing. • Mini-documentaries addressing issue of disconnection in society. • Documentaries on Internet/TV will feature diverse range of stories across demographics. • The recent one features the story of two gay fathers adopting a child. #HowToDad • Shifted from hitting one note at a time (mom-focused brand messaging). • Campaign - Featuring dads taking charge of hectic weekday with panache conceptualized along with a dedicated Tumblr page and Twitter hashtag #HowToDad. Cheerios Cereals – Campaigns #Family Breakfast Project • The video’s message is about how Cheerios teamed up with a team from “Family Dinner Project” to create this campaign. • The project is about the simple morning hacks for a energetic and happy morning. • The ready made content made available to the users to follow the breakfast project.
  35. 35. Document Title Goes Here 3535PepsiCo Confidential Learnings for Quaker 1. Quaker needs to be more visible and talked about on social media by promoting the content to influencers, bloggers who share the same theme and have wider outreach. 2. Quaker can target their consumer through ads that are not always product-specific but talks of their Social initiatives done in past, for instance Cheerios has partnered with various communities/organisations that gives them leverage to do a cause-driven marketing as well. 3. The brand messages can be customized as per the consumers of the Quaker, presently Quaker is found to be conversing with the Moms or about their family, that might not draw greater appeal to masses. 4. Specific bloggers platforms where people are found to be spending most of their time are partnered by the company that lets them market to the relevant consumer effectively. 5. Can be present on Google+ as, this platform is seen to be mostly used by young adults/millenials.
  36. 36. Document Title Goes Here 3636PepsiCo Confidential Nestle breakfast Cereals - TG Nestle is the one of the largest food and nutrition company founded in 1866 by Henri Nestle. Nestle FITNESS cereals on-going strategy is to develop a “Wellness” approach that builds on its tradition of producing nutritional products. TARGET GROUP  Young women who are trying to achieve their fitness goals. DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS*  Growing concerns about the young women personal appearance.  Consumers are looking for low-sugar content in cereals & yet do not want to compromise with the taste.  Diet crazed women want to combine both the pleasure of cereals with their fitness program.  Here, consumers are more willing to change their physical appearance through healthy diet. BRAND PROMISE  “Good food, good life”  The only miracle we believe is in YOU! *Source: Food Business News, 2015 Engagement Focus on positive results- driven marketing of the brand. Have online discount coupons that are promoted to users for use in retail stores. Online community forums, articles and Nestle FITNESS app. Relevance Consumers feel supported and not alone in reaching their fitness goals.
  37. 37. Document Title Goes Here 3737PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Top green ribbon used for the Nestle breakfast cereals. Soft/light colors used – targeting the women Brand message – Represented through lady on box. Weight Management Product Gives a positive inspiration to stay fit. An Indifferent brand An Inspirational brand for the women on their weight management journey. Trendy Modern Hard-working Conscious about looks Ambitious Self-disciplined Nestle FITNESS cereal - Brand Identity Whole grain cereal good for your line – focusing on the good appearance of the women. Feel good Confident Motivated Positive
  38. 38. Document Title Goes Here 3838PepsiCo Confidential •The brand is communicating the empowerment of women through its post. • The tonality of the conversation is mostly inspirational and not always product specific. • The brand appears to be friendly and caring brand for girls and married women. •Not much engagement activity to be seen on Pinterest, but has followers implying greater interest of the consumers towards the brand. •Maximum pins to be seen on recipe section pinboard by the brand. •10,193,742 views to be seen on the brand’s YouTube page. • Campaign videos highlighted on the channel. •The website appears to be more of a Lifestyle and Fitness page . • Women specific social cause promoted on the website. • Nestle FITNESS website Nestle’ FITNESS - Brand Communication on social platforms Video link: Recipe video
  39. 39. Document Title Goes Here 3939PepsiCo Confidential Nestle’ Fitness brand communication Associating with women social causes that connects with the women specifically. Campaign #CheckYourSelfie underpinned with social activity. Targeting the Breakfast space, communicating the importance of staying fit and energetic for the day.
  40. 40. Document Title Goes Here 4040PepsiCo Confidential Nestle FITNESS 14- Day Program App • Compatible with iPhone, iPad, and iPod touch.. • Total downloads – 141 • The app is an integrated fitness app that gives the user right tracking system, tips and contest to win. Nestle’ – Interesting Digital Campaigns #ShareYourGoodness (India) • Thrives on the idea of consumers forgetting to share their goodness. • A dedicated website created for the users to share, engage with others and create conversations on the platform. • Concept of sharing goodness over food! • Launched two digital films, activations done on Twitter ZIP Up – 14 Day Program • Visible as an embedded feature only in Middle East Nestle Fitness website. • An Interactive Planner calculator on the website.
  41. 41. Document Title Goes Here 4141PepsiCo Confidential Website gaming interface • Nestle Estrelitas • Cini – Minis Nestle’ – Interesting Digital Campaigns How far can a LIKE take you? • Online Nestle fans were invited to a secret location to discover latest breakfast cereal launch on the sets of the TV commercial. • The fans were made to be part of the TVC shooting. • And were made to explore other CapeTown places. https://youtu.be/NHFQ4Iz1gTw • Focus on Social cause campaigns • Besides Social causes, engagement through quizing creative posts receives a lot of response from the consumer. • Easy and user friendly hashtags used.
  42. 42. Document Title Goes Here 4242PepsiCo Confidential Learnings for Quaker 1. As the target group for Quaker are women/housewives any female social issues in India can be linked with the marketing of Quaker. This brings out a positive social image of the brand other than just highlighting the benefits of the product.
  43. 43. Document Title Goes Here 4343PepsiCo Confidential Kashi GO LEAN! Cereals - TG Kashi is an American food company founded in 1984 and taken over by Kellogg’s company in 2000. GO Lean is a Kashi product that emphasizes the protein and fibre rich content in interchangeable choices of cold cereals, hot cereals and snack bars. TARGET GROUP  Younger group (Unmarried men and women)  Working class  Higher-income group  Health conscious people  Men and women (female skew) DIGITAL MARKETING STRATEGY CONSUMER INSIGHTS  Millenials want to go for natural and healthy options for breakfast.  Consumers are trying to make healthier lifestyle and food choices.  Growing demand for natural cereal products amongst health-conscious women.  A Breakfast option for weight loss yet feeling full. BRAND PROMISE  “7 Whole grains on a mission”  “We believe in the power of positive change” Engagement #TheWorldIsMyGym campaign Good content on Kashi website. Relevance Brand communication not focused on the functional attributes only. Brand promoted to the target group through what they like and not what brand has to give.
  44. 44. Document Title Goes Here 4444PepsiCo Confidential CULTURESource: Noel Kapferer’s brand identity prism Green and white colour logo with a twig International Power of Kashi 7 Whole Grains & Sesame . Twiggy-grain looking Pleasingly crucnhy Light little puffs Flavorful clusters Gym Instructor/Nurturer Guiding for a healthy and protein rich lifestyle Promotes a health conscious lifestyle. Cereal that is healthy, good tasting and environment friendly. Natural and nutritious cereal. Includes a high-protein cereal that help lose weight. Nourish people and planet with progressive nutrition Nutritionally sound ,satisfying and energizing. Loves to be fit. Makes smarter choices. Stays Positive Enduring Confident Sophisticated Modern High class Fit and healthy Healthy & Positive Kashi GO Lean - Brand Identity Prism
  45. 45. Document Title Goes Here 4545PepsiCo Confidential Kashi GO Lean! Cereals – Brand communication on social platforms • Frequent updates and high engagement with consumers through instant feedbacks given on their responses. • Functional and emotional benefits highlighted on the page. • Kashi products positioned as not the morning breakfast cereals but is occupying the snacks space also • Frequent tweets on the #WorldIsMyGym property campaign. •Different creatives used for twitter platform. •Recipe specific pinboards •The website has very simple and user friendly website with their information highlighted at the right place and location. • Instagram display pictures feature on the website page itself. Kashi GO Lean! website •149,480 video views recorded since 2005 on YouTube platform.
  46. 46. Document Title Goes Here 4646PepsiCo Confidential #SeePositive • The video in a way instills the urge of cherishing day to day moments in the life of the consumer. • Targeting females • The feel and the tonality of the #SeePositive video communication is very friendly and youth centric in nature. Kashi GO Lean! – Digital Campaigns #EatPositive • The functional tonality of the whole #EatPositive campaign establishes Kashi as right morning breakfast nutrient for the Olympians as well, who need extra energy to perform. • The recipe videos attempt to position Kashi as the natural ingredient with the emphasis on the Non-GMO verification bagged by the brand. #TheWorldIsMyGym • Property campaign talks about exercising the natural way than just going for gyming. • On the whole the brand is found to be nature-friendly by communicating the elements of the nature in their messages. • The communication is found to be centred around health conscious women mostly young girls.
  47. 47. Document Title Goes Here 4747PepsiCo Confidential Learnings for Quaker 1. Kashi has an easy mechanism for locating a offline/online store that helps find the store easily for the user, this can be worked out for Quaker as well in their website. 2. Kashi Go Lean! is an amazing example of a great website in terms of content strategy, tonality of communication, location and positioning of the major highlights of the brand.
  48. 48. Document Title Goes Here 48 PepsiCo Confidential Quaker brand communication across countries
  49. 49. Document Title Goes Here 4949PepsiCo Confidential http://www.mangerbouger.fr/ Quaker Oats – France Website 1. Simple and user-friendly website. 2. Use of other social tools like Vimeo other than using YouTube. 3. Partnered with relevant community pages, might lead to website traffic. 4. Use of heart shaped imagery, setting up the message of heart health benefits of the product.
  50. 50. Document Title Goes Here 5050PepsiCo Confidential Quaker Oats – Canada Website 1. The ‘Collections’ section is the main highlight of the website. 2. #TodayList – An interesting UGC property of Quaker Canada, that lets the users share their thoughts on the site, leading to high engagement and interest from the users. 3. Also, includes categorized recipe sections that makes it look interesting and convenient for the users. 4. The site is mostly dominated by recipes – positioned in the main navigation. 5. On Facebook: Various tie- ups with the social organisations/community for a greater reach to masses.161 K likes
  51. 51. Document Title Goes Here 5151PepsiCo Confidential Instant Oat meal/ On-the-go option Source of energy (exercis es) Country related posts Doing social good campai gns Playing around Nutrition /taste Quaker Oats – Brand Communication on FB (Canada)
  52. 52. Document Title Goes Here 5252PepsiCo Confidential Quaker Oats – Brand Communication (Philippines) 1. Message – To serve healthy goodness. 2. The Fat Kid Inside – Partnering with video bloggers for sharing Quaker recipes on fb page. 3. #QuakerPowerMeals – Recipes shared 4. The tonality of the communication is family oriented and highlights the moments a family shares together. 5. Activation posts on Instagram following. 6. Simple DIY Quaker recipes sharing on facebook. 7. Appealing to masses through motivational quotes shared. 213 K likes
  53. 53. Document Title Goes Here 5353PepsiCo Confidential Quaker Oats – Brand Communication on FB (Philippines)
  54. 54. Document Title Goes Here 5454PepsiCo Confidential 1. #FeedTheirFuture Campaign – Partnering with social communities by attaching social value to the brand through the brands activities. 2. #LoveMondaysfm – A digital radio show concept wherein the users can listen to the songs as per their choice by downloading Podcast from the website. 3. Winning Recipes section – Engaging with the users through UGC recipe sharing. Quaker Oats – Brand Communication on FB/Website (U.K) 35 K likes
  55. 55. Document Title Goes Here 5555PepsiCo Confidential Brands social platforms statistics Brand Facebook Twitter Instagram YouTube Pinterest Google+ Malt-O-Meal 54K likes 4,019 followers 95 followers 79,839 views 120 subscribers 22 followers 9,131 views Kellogg’s Special K (India) 2.9 m Likes No Twitter account for India 17.9 K followers (U.S) Kellogg’s Special K, India not present here. 395,594 views 852 subscribers No official account 84,392 views 48 followers Nestle FITNESS (International) 5.4 m likes Nestle FITNESS country twitter accounts. - 10, 231, 905 views 2,566 subscribers 52 followers 75 pins - Kashi Go Lean! 761 K likes 11.5 K followers No official account 149,559 views 276 subscribers 2,613 followers 463 pins -
  56. 56. Document Title Goes Here 5656PepsiCo Confidential Brand Facebook Twitter Instagram YouTube Pinterest Google+ Cheerios 1 M likes 58.8 K followers 3,164 tweets 512 followers 19 posts 13,707 subscribe rs 19,480,184 view s 2,277 followers 686 pins 906, 768 views 152,820 followers Weetabix (U.K) 435 K likes 14.8 K followers 9,186 tweets - 1,460 subscriber s 1,025,453 views 38 followers 59 pins - Jordans 31,816 likes 5,069 followers 6,502 tweets - 100 subscribers 181,411 views 63 followers 45 pins - Quaker (Canada) 161 K likes 156 K followers 17.2 K Tweets - 234 subscribers 1,202,504 views 5,415 followers 2,666 pins - Brands social platforms statistics
  57. 57. Document Title Goes Here 5757PepsiCo Confidential Brand Facebook Twitter Instagram YouTube Pinterest Google+ Quaker (Philippines) 215 K likes - 2,189 followers 57 posts 1,145 subscriber s 96,356 views - - Quaker (U.K) 35 K likes 2,184 followers 306 tweets - 243 subscribers 197,420 views - - Quaker (France) - - - - - - Quaker (India) 176 K likes 1,152 followers 4,538 tweets 80 followers 38 posts 3,611 subscriber s 2,976,355 views - - Brands social platforms statistics
  58. 58. Document Title Goes Here 5858PepsiCo Confidential Online Reputation Management system • Quaker (India) should engage with the active audience/users on the social platforms to encourage a conversation, mostly seen during campaign times. • Respond to the comments people are making and answer to the questions of the users instantly too.. Social content & video content • As a long-term strategy, Quaker can renew its ‘healthy’ image to more of social, environmental and cause-related marketing. • Creative content in terms of partnering with social/community organisations can be focused to distinguish brand image from the competitors. Search engine optimisation • The Quaker (India) company website needs to edit the company website name in the search page. • Quaker Cookbook - The recipe videos can be featured on the top RHS wikipedia brief page as a search result for Quaker oats (India). Social branding • Quaker’s brand communication can align with the latest trends on women [‘Selfie with daughter’]. • Align social marketing with company history/values to tell about the unknown facts about the brand. Recommendations for Quaker’s digital marketing New launched products • The flavors of the products should be highlighted and promoted more aggressively on social pages (Vines/GIFS). •
  59. 59. Document Title Goes Here 5959PepsiCo Confidential • Quaker Lifestyle/Nutrition section articles can be promoted on the E- Health magazines and the product banners can also be marketed through such E- magazines. [http://www.womenshealthmag.com/] Quaker App • Quaker app can be integrated on the website by having mix of features from the Nestle FITNESS app/ZIP Up – 14 Day Program website or even Kellogg’s Fibre Tracker app. Quaker website • The bloggers can be asked to share their blog link on the website to share their content/concerns for instance see link: Real Moms & Dads • This will let the brand link their content on the blogger’s blog. Recommendations for Quaker’s digital marketing Social content & video content
  60. 60. Document Title Goes Here 60 PepsiCo Confidential Quaker (India) Website development
  61. 61. Document Title Goes Here 6161PepsiCo Confidential demo.quaker.co.in still in progress…
  62. 62. Document Title Goes Here 6262PepsiCo Confidential 2 3 4 5 6 7 8 9 101 Agency Client need brief assessment Client Need-brief shared with agency Proposed site map shared Site map review Wireframes Wireframes Review Content Outline Content outline review (as per sitemap) Landing pages design artwork (Homepage share first) Landing pages deign artwork - Review Inner pages design artwork Inner pages design artwork - Review Test link shared Coding – Backend/Frontend Test link – Q.C Final Phase of site sent to global team for approval Browser/mobile responsive testing Final Review Launch website/SEO optimization 11 Quaker website revamp process
  63. 63. Document Title Goes Here 6363PepsiCo Confidential 1 About Quaker (site map) About Quaker (final design) Before & After
  64. 64. Document Title Goes Here 6464PepsiCo Confidential 2 Reference site for Quaker website Final design replicated as per reference Before & After
  65. 65. Document Title Goes Here 6565PepsiCo Confidential 3 Product landing page wireframe Product landing page design Before & After
  66. 66. Document Title Goes Here 6666PepsiCo Confidential How is the transition to Smart Heart Challenge coming? As Smart Heart Challenge is the key highlight in the lifestyle section, we need to have the tab for ‘Smart Heart Challenge’ in the sub navigation tabs . We don’t need a separate section for testimonials. Testimonials need to be incorporated in each of the different sub sections under lifestyle with relevant context. Top There needs to be one key video of the SHC,one of the TVCs that we have from last year’s campaign. Also there needs to be a CTA for ‘Take the Challenge’ now. Upon clicking this users need to receive a docket that helps sign up for it via mail and sends them a mailer docket with detailed information about it. Also, where are we incorporating the tips? Previous feedback not incorporated Refer to this. http://quaker.co.in/smartheartc hallenge/ 4Feedbacks given
  67. 67. Document Title Goes Here 6767PepsiCo Confidential 5Mobile responsive Quaker site
  68. 68. Document Title Goes Here 68 PepsiCo Confidential Thank You! Quaker I started with a great internship in these 2 months…

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