Kellogs Case study discussion

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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 Question  Should the brand Nutri-Grain and the products beneath it be  Withdrawn ?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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