Sales based products by the UK government where cereal

Sales for Kellogg’s has fallen for each of the last four years that in October 2016, they were down more than 10% in value to £47.3 million (Gwynn, 2017). Kellogg’s desperately need to improve and increase the sales. Hence, Kellogg’s did a campaign highlighting all the weird ways that people can eat corn flakes in kellogg’s first TV advertisement in five years. The advertisement was aired during a two minute ad break during Gogglebox on Friday 7th April. The advertisement is a series of spots featuring real people from around the UK talking about their preferred bowls of cornflakes as well as encouraging debate about how to eat corn flakes on social media using the hashtag #myperfectbowl. #myperfectbowl campaign is an invitation for people to celebrate the rituals, obsessions and idiosyncrasies of a nation of Kellogg’s corn flakes lovers, so Kellogg’s asked the nation to share their stories of how they enjoy their bowl, reminding people of their love for what was once a forgotten favourite. 3. External factors that influence the strategy decisionThere are several external factors that has influenced why Kellogg’s sales are falling which has resulted in Kellogg’s creating the #myperfectbowl campaign. According to the PESTLE analysis (Appendix 1), What has been found is that first, there is an increase in taxes of sugar based products by the UK government where cereal has fallen into that category and hence it will raise the cost of import duties of cornflakes into the UK and will have an overall effect in the price in the production of Kellogg’s (Lawrence, 2010).  There is also a rise in low carb diets such as Atkins or Paleo as well as gluten free diets and many cereal eaters skipping breakfast which led to consumers perception of cereal to be unhealthy and would affect the sales in cereal (Baker, 2017). Consumers also perceive that all cereal are the same and hence consumers would turn to other breakfast sources as the cereal market is highly competitive. What Kellogg’s are doing differently from competitors (Appendix 2) is that the target market for competitors’ target markets are modern family. Modern families are families that juggle both work and childcare between both parents hence when marketing, it is vital to reach both parties with the message (The Modern Families Index, 2017). Whereas the target audience for the campaign that Kellogg’s are doing are ABC1 adults (4sales, 2017). ABC1 adults are generally receptive towards advertisements promoting products that are of particular interest to them however, they are also selective in their engagement which means that brands must be able to execute a very creative targeted advertising campaign (Target Audience: ABC1 Families). In the case of Kellogg’s, the TV advertisement would encourage the viewers to think about their perfect bowl and start a debate on social media by using the hashtag #myperfectbowl. As a result, the viewing habits of ABC1 adults are becoming increasingly fragmented, with late night viewing drawing in the biggest audiences. 4. The Integrated Marketing Communication ApproachThe main objective is to build awareness for Kellogg’s corn flakes (4sales, 2017). It is also to encourage and remind consumer to purchase and consume Kellogg’s corn flakes. Another objective is to drive consumer interaction with brand, by building an online community which debates on consumer preferences on how to eat cornflakes using the hashtag #myperfectbowl and lastly, to ethically encourage healthy eating and show how versatile Kellogg’s cornflakes can be consumed responsibly by consumers. Kellogg’s did a nine month social media and TV campaign where the creative idea stemmed from the fact that cornflakes is seen as a ‘much-loved’ breakfast cereal that everybody has their own unique way of enjoying, which has the potential to spark a nationwide debate on the perfect bowl (Bacon, 2017).Kellogg’s has used paid, owned and earned media in the Kellogg’s corn flakes campaign. The only paid media that kellogg’s has used is TV advertisement where Kellogg’s partners with the cast of Friday night smash hit Gogglebox where the cast discuss how they best enjoy their cornflakes. The only owned media that Kellogg’s used to promote their cornflakes are social media where Kellogg’s allowed consumers to update their perfect bowl recipes and tweets, likes and shares. Lastly, the only earned media that Kellogg’s has used is the consumer word of mouth interaction about the brand with social media discussions using tweets, likes and shares.The TV advertising has encouraged people to communicate with the brand and visit Kellogg’s Twitter, Facebook and Instagram channels and interacting on the platforms using the hashtag #myperfectbowl that was shown at the end of the advertisement (Bacon, 2017). By using Twitter, Facebook and Instagram, it was a way to promote the product and get consumers involved as well as talk about ways consumers eat their cornflakes. Kellogg’s used real people within their advertisements which appealed to their target audience as they would be able to see themselves within the advertisements especially the families from Gogglebox to show the strong family ties. The only above the line advertising that Kellogg’s used is TV advertising. Kellogg’s did not use any below the line advertising. 5. Was the objectives met?The use of social media allows Kellogg’s to respond to the audience in real time, and are able to monitor the content response and dial up and down depending on the engagement however, there was not a lot of engagement on social media (figure 1) as Kellogg’s has expected. Figure 1 – Tweets with #myperfectbowlKellogg’s however has an 18% increase in value sales which cornflakes has returned to Kellogg’s and cornflakes would remain as Kellogg’s most iconic brand (Kellogg’s 2017). Kellogg’s corn flakes has also ranked 1st for top of mind brand awareness because of this campaign (Kellogg’s, 2017). However, Kellogg’s has a budget of £10 million where Kellogg’s did not spend it efficiently as all the budget has only been spent on TV advertising. Even though Kellogg’s has done well for this campaign, it is possible that Kellogg’s can do better and earn more value sales when doing different types of marketing.6. RecommendationsEven though the highlighted objectives were met, there are a lot of improvements that can be done to the campaign by coming out with a new integrated marketing and communication plan. The target market which is ABC1 Adults is already very suitable to the Kellogg’s cornflakes campaign however, Kellogg’s is not stressing the whole campaign enough to the target audience. Kellogg’s need to make the target market want to engage more with the brand and Kellogg’s need to connect the advertising experience of debate with the viewers of the advertisement so that the consumers would start thinking about how they eat their cereal hence it may lead to purchase. The new campaign should keep the hashtag #myperfectbowl as it is a very suitable hashtag for the campaign and it is unique to Kellogg’s, easy to remember in the heads of consumers who wanted to engage with Kellogg’s and the hashtag can easily connect offline media to online media. 6.1 Above the Line Above the line activities are mostly done at a macro level. A mass audience is covered on national, regional or broad territorial level. (Varshney, 2015). Above the line is mainly used to create a brand image of the organisation and usually use mass media to reach out to target people (Varshney, 2015). So far, Kellogg’s should keep the TV advertising as it has generated a lot of awareness on #myperfectbowl however, using TV advertising is not enough for Kellogg’s. Hence, Kellogg’s could use print media, busses, bus stands and underground tube to generate more awareness for Kellogg’s #myperfectbowl as generating more awareness is one of the objectives of the #myperfectbowl campaign.When using print media, Kellogg’s could advertise on Time Out magazine (Appendix 3) because it is the #1 trusted choice for consumers seeking inspiration and information relating to art, entertainment and culture and it is London’s most read free magazine with a circulation of 308995 copies per week and a readership of 1.1 million per month (TimeOut, 2017). The advertisement would be placed on the front cover so it is the first thing people see when picking up the magazine.Advertising on busses (Appendix 4) is also a good idea as 5.8 million people in the London area has seen bus advertising each week (ExterionMedia, 2017). Bus advertising takes the message directly to the customers as the busses can pass by potential customers every day. 62% of ABC1 adults in London has noticed advertising on busses each week as well as 70% of London bus passengers are ABC1 adults (ExterionMedia, 2017). Bus stand (Appendix 5) advertising are the most popular type of outdoor advertising in the UK (Signkick, 2017). Due to the size, bus stand advertising can be found right in the heart of towns and cities and are perfect for local messaging. Since 70% ABC1 adults use the London bus (ExterionMedia, 2017), they would stand in a bus stand waiting for their bus and hence would see the Kellogg’s cornflakes advertisement.Advertising in the London underground (Appendix 6) gives advertisers the opportunity to communicate across 1.5 billion passenger journeys each year and 4.8 million passenger journeys each year according to Transport for London (2017). 1 in 5 tube users are ABC1 adults (ExterionMedia, 2017) which is the target market for Kellogg’s cornflakes. A neuroscience study called the engagement zone has revealed that tube advertising acts as a welcome distraction to the daily grind often experienced by commuters as 60% of tube users notice when new advertisements appear on their journey (ExterionMedia, 2017). 6.2 Below the Line Below the line activities aim to reach out the customers at micro level. Below the line advertising is unconventional in nature and forms part of non-media communication (Varshney, 2015). Kellogg’s could use pop up trucks at various places in London where consumers could build their own perfect bowl for free. By doing pop up trucks (Appendix 7), Kellogg’s could go to where the customers are and where the customers are instead of getting a permanent retail space which is quite expensive and does not go where the customers are (Khan, 2016). Kellogg’s could also educate customers about building the perfect bowl by giving away small bowls that customers could build at the pop up truck and showing that cereal could be healthy. This also achieves the objective of ethically encourage healthy eating and show how versatile Kellogg’s cornflakes can be consumed responsibly by consumers.6.3 Through the LineThrough the line would have both the characteristics for above the line and below the line and it allows brands to engage with customers at multiple locations through the use of the internet (Varshney, 2015). Kellogg’s could use sponsored/promoted posts on Twitter, Instagram and Facebook, native advertising and revamp the Kellogg’s website.Sponsored/promoted posts on Twitter (Appendix 8), Instagram (Appendix 9) and Facebook (Appendix 10) are purchased by advertisers who would want to reach a larger group of users. These posts/tweets are clearly labelled as promoted/sponsored so that users know that it is paid by advertisers (Twitter, 2017). When Kellogg’s use promoted/sponsored posts/tweets, Kellogg’s could start building engagement for users to talk about their perfect bowl such as answering twitter polls or commenting how they like their bowl of cereal to be and these users would not have to go find the tweet/post as the tweet/post is already on their timeline.Native advertising portrays a range of digital advertising forms that limit disturbance to user experience and concentrate on attraction and consistent communication (Compbell and Marks, 2015). Hence, Kellogg’s could collaborate with Buzzfeed (Appendix 11) in trying to create a quiz for people to answer. The quiz could be titled as “which cereal are you?” or “how normal is your breakfast cereal?”. Consumers would be curious on how they build their breakfast cereal and obviously take the quiz. This could also give consumers ideas and knowledge on how to build a new bowl.Most importantly is redesigning the website (Appendix 12). As the website is the centre of all marketing communications that Kellogg’s are doing for their cornflakes campaign. From all of Kellogg’s advertisements and social media, people would check out Kellogg’s website to find out more information. Kellogg’s should also create a recipe page for consumers to gain ideas on how to create a perfect bowl or wanted to simply be adventurous. 7. ConclusionEven when the original campaign has generated a lot of value sales for Kellogg’s, Kellogg’s are able to do better and generate more value sales when applying the above recommended new campaign as the target market of ABC1 adults may be more receptive to the advertisement when they are seeing the advertisements everywhere.


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