18-01-2013, 11:05 AM
CASESTUDY OF KELLOGG’S IN INDIA
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Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906.
With 2008 sales of nearly $13 billion, Kellogg Company is the world•s leading producer of cereal and a leading producer of convenience foods,
Products include cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives
Proposition & Positioning
A healthy, nutritious, convenient & easy - to - prepare alternative to traditional breakfast eating habits.
Developing a taste for grain based foods in the morning.- Decided focus on premium and middle-level retailers.because could not maintain uniform quality service to large no. of shops.
But this put large sections of Indians out of reach.
Refocused on Fun-&-taste• Positioning.
Gave away free gifts with packs of chocos.eg. Glowing stickers with Rs. 10 pack of chocos.
Reduction in Price - brought down price per kg by 20%.
Different Sku’s 500gm family pack,Rs.10 pack of each variant.
Worked on Better Positioning Iron Shakti.
Iron shakti importance to the level of iron and vitamin intake.
Now positioned as Fun-&-Taste-&-Health•.
. VODAFONE – ZOO ZOO
A company’s new brand campaigning should be extremely powerful particularly when new brand’s identity has to be established on top of an existing and already quite established brand. Vodafone ZOO ZOOcampaigning was launched with much fanfare and ful expectations and with the main motto of promoting of its value added Services. However Vodafone had another Subtle motto of replacing brand HUTCH with that VODAFONE. As expected Zoo Zooshave become an overnight brand ambassador of Vodafone and save the company from the negative impacts of “Happy To Help You” campaign.
ZooZoosare advertisement characters promoted byVodafone during the India Premier League Season 2 (IPL).Zoozoos are white, ghost-like creatures with ballooned bodies and egg heads who are used to promote variousvalue added services of Vodafone. These ads though lookanimated are actually real humans in the Zoozoocostumes.The ads were created by Ogilvy &Mather, an agency thathandles Vodafone advertisements and the films were shotby Bangalore based Nirvana Films in Cape Town, South Africa.
In April 2009, India-based Vodafone Essar Limited, a subsidiary of mobile network operator Vodafone Group Plc. (Vodafone) based in the UK, launched an innovative advertising campaign that caught the imagination of both the public and advertising experts. The campaign, focusing on the different value added services (VAS) offered by the company, introduced new characters called the Zoozoos. Several advertisements in which the Zoozoos featured were shown on television during the Indian Premier League (IPL) Season 2.Zoozoos have given something interesting to the Indian ad industry which has been seeing the same ideas dished out time and again. The zoozoo concept has immediately connected with the audiences and any creative that can create an emotional connect with an audience has hit the right spot.
Incredible INDIA
The Government of India Ministry of Tourism wanted to promote India as the destination of choice amongst international travelers, with a campaign presenting the country as a complete tourist destination. The Ministry partnered with Microsoft to broaden the international reach of its advertising campaign. Online advertising improved the overall performance of the Tourism India campaign by engaging directly with its target audience, improving campaign retention among viewers, and branding India as an exciting and exotic travel destination.
Campaign Objectives
The Ministry of Tourism wanted to:
• Promote India as a desirable travel destination to the international travelers.
• Build the Incredible India brand.
• Drive visitors to the country.
• Reach travelers in a cost effective manner.
Campaign Details
With the need to generate a high level of interest and get its target audience to strongly consider India as their next travel destination, while minimizing campaign costs, online advertising was viewed as the best means of achieving this goal. “We believe the Internet is a more cost effective advertising medium for us,” confirms LeenaNandan, Joint Secretary, Ministry of Tourism, Government of India.
With its popularity and global reach, Microsoft, along with Initiative, partnered with the Ministry to produce an online advertising campaign across the MSN/Windows Live platform that ran in the United States, Europe and Asia Pacific from October 2006 to May 2007.After developing colorful creative that highlighted India as an exotic destination and generating a compelling media plan that optimized the placement of the creative, the campaign ran on MSN Homepage and MSN Channels such as Travel, News, and Entertainment using a series of rich media banners. Opt-in e-mail newsletters were sent to Windows Live Hotmail users who had previously expressed an interest in travel.
Results
Microsoft commissioned market research agency Cross-Tab to assess the effectiveness of the India Tourism campaign on MSN/Windows Live. Results showed an increase in favorability and travel intent towards India, positive perceptions towards the country as a travel destination, and revealed that consumers view the Internet as a valuable tool for planning travel.