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Kelloggs Brand- Nutri-Grain Snack

Kellog’s Nutri-Grain Print Advert

(“Just Chew it: Nutri-Grain • Crikey,” 2020)

Kellogs Nutri-Grain’s Snack Advert

Campaign Brief Description

Kellogg’s company is a multinational food manufacturing company having chains of stores in 180 countries. In 2019, the company held a campaign for Nutri-Grain’s snack, using the iron man series slogan to attract its potential consumers (“Just Chew it: Nutri-Grain • Crikey,” 2020). The campaign used sports stars to advertise the product, while targeting kids, to emphasize on the Nutri Grain’s ability to tell boys that eating the snack would enable them to become men. The advert was conducted through TV and print media promoted as ‘iron man food’ because it had energy cereal that provides a healthy body hence vibrant life. In the print advert, the title read ‘Raising iron men,’ involved a story of a gold coast mum raising healthy boys. The print media is clear with pictures of the boys and their mother undertaking swimming activities (Appendix 1). Also, at the bottom right of the print media, a picture of the product was placed with the words ‘Kellogg’s Nutri-Grain, which confirms the product advertised.

Category Positioning and Involvement by Motivation Grid

Positioning is the act of designing a company’s offering and image to change the perception of the target population and occupy a special place in the target market’s mind (Charles & Frankwick, 2015). The company positioning strategy involve product attributes and benefits and its use and application. The product has high energy, with a third sugar and low fibre hence enhances the growth of its target population. According to the market, partitioning identifies attributes that explain the grouping of the members of a consumer group to compete with directly identifies the characteristics (Péli & Nooteboom, 1999). For the print ad, the company has identified the features that suit the target market, such as having sugar and low in fibre, to facilitating the growth of boys to men. However, the advert fails to describe how the features lead to solving the problem.

Target Customers

Kellogg brand advert targeted young boys who should grow through the consumption of B12 vitamins, which contribute to reduced tiredness and fatigue. The young boys targeted are vibrant and engage in lots of activities that need to be regulated through reduced fatigue and an increase in energy. Therefore, the product feature is appropriate for children engaging in a lot of activities, which in this advert are considered to be boys. However, from the characteristics of the snack bar, no feature makes it specifically for boys; hence it limits its target population. The print media should involve both young genders to perform the stated function of enhancing growth. Based on the Marcoms strategy, the market objective of Kellogg’s company is to make sales to young boys who need the energy to perform youthful activities.

Marketing Communications Strategy and objectives.

The campaign objective is to increase awareness of the product among the youth to make more sales. The communications strategy used in print media was appropriate for parents of the targeted population to get knowledge of the products positioned as highly nutritious and energizing. The print media was complemented with TV advert and social media strategies, hence reaching a large population. Children and parents are prone to watching TV, which forms a considerable part of the targeted community for the company. According to Harris & Bargh (2009), parent-child communication about the unhealthy messages in food advertising highly occurs in choosing healthy products.

The advertisement is short and provides information about the product through the story given by the parent of her boys. Also, the information on the product constituents and focusing on the health benefits that the consumers would get encourages the target population to purchase the product. The pictures used in the print media directly connect to the information communicated to the target audience, hence meeting the expected objectives. The environment used in the advert shows a boy in a swimming costume who seems to be running. Snow can be seen in the background hence showing involvement in vigorous activity such as snow skating or boarding. The high energy required for such activities shows the need for snack bars, which is an energy provider.

Creative Strategy and tactics

Involvement in lots of activities drains one’s energy, preventing participation in fun activities for young boys. Kellogg’s company’s use of energetic individuals indulging in vigorous activities creates an encouraging environment that motivates the target audience to consume the product. Also, using a story from a happy consumer is a good strategy to convince the target population of the effectiveness of the product.

Conclusion

The integration of TV and print media for products targeting children is significant because children are mostly attracted to TV adverts. On the other hand, the print media provide information for parents on products that are advantageous to their children. Therefore the marketing strategies used by the company are useful in providing information for both groups. However, the product does not have unique ingredients that are special for the male gender; hence advertisements to both gender would help increase the sales of the company.

References

Charles, L., & Frankwick, G. (2015). Effect of market positioning on market orientation, innovation types, and firm performance linkage. European Journal Of Business Management, 7(23). Retrieved 1 September 2020, from.

Harris, J., & Bargh, J. (2009). Television Viewing and Unhealthy Diet: Implications for Children and Media Interventions. Health Communication, 24(7), 660-673. https://doi.org/10.1080/10410230903242267Just Chew it: Nutri-Grain • Crikey. Crikey. (2020). Retrieved 1 September 2020, from https://www.crikey.com.au/just-chew-it-nutri-grain/.

Péli, G., & Nooteboom, B. (1999). Market Partitioning and the Geometry of the Resource Space. American Journal Of Sociology, 104(4), 1132-53. https://doi.org/10.1086/210138