Kellogs:Positioning is around healthy & wholesome eating for breaksfast.The challenge being- cereals are a category not everyone has on a daily basis .A marketing strategy driven by digital which helps consumers understand the advantages & convinces them to start eating Kellogs regularly.

1. - Ishita Biswas

2. THE BRAND

3. Whole grain cereals…

4. Cereals made of whole grains, complete with
fibers.

5. THE
CHALLENGE
Not everybody has cereals on
daily basis.

6. THE OBJECTIVE
Making consumers understand the
advantages of eating Kellogg’s cereals as a
healthy & wholesome breakfast. And
convince them to eat Kellogg’s daily.

7. TARGET
CONSUMERS
All age groups.

8. THE
THOUGHT PROCESS
To invoke the health consciousness of the
people. Focusing on today’s polluted
environment & adulterated market.
Encourage people to adopt a good breakfast
habit. If they can’t avoid their unhealthy
habits, at least they can adopt a healthy
habit.

9. THE STRATEGY
Creative & interactive use of various media.

10. ELECTRONIC
Web: social media (a rage in recent time), create an
interactive quiz or questionnaire on healthy habits.
Posting about negative effects of not having a
healthy breakfast daily. And about importance of a
good breakfast in a person’s daily life.

11. Television: ad campaign where Kellogg’s team
wanders on the streets to catch people eating junk
food or street food. Gifting them a Kellogg’s cereal
mini pack & asking them if they can’t avoid their
unhealthy habits, at least make a promise to adopt
a healthy breakfast regime.
Broadcast during health & fitness shows, cooking
shows, prime-time news etc.

12. PRINT
On the front page of newspapers it shows a bowl filled
with plain milk & a spoon aside. The copy reads: “ Have
you made your morning good yet?’’
The next page shows the same bowl with Kellogg’s
cereals in it & the footer reads: “ There you go!”.
For example:

14. Than You