Let's Make

Today Great
Name: Varun Kamble
IIM Lucknow
 Meet Kellogg’s Cornflake Bar
Consumer Immersion Product Overview
Consideration before buying a consumable
On the Go Easy Availability

Packaging
26 72 Vitality in Every Bite
50
Brand Perception “Elevate your day with Kellogg's Cornflake

130
Google form
Oraganic 1. Brand Recognition
24 response across 2. Nutritional Value Bar, a delicious and wholesome choice
different age 3. Taste and Enjoyment
Ingriedents Taste 4. Convenience and Accessibility designed for your family's well-being. Enjoy
44 126
The summary of the survey Brand Loyalty the perfect blend of essential nutrients and
concludes that people are more
attracted towards the taste, 1. Quality
2. Nutritional benefits
crunchy goodness, delivering vital
affordability & easy availability
Affordability
84 Health Benefits
3. Taste and Choice nourishment in every bite.”
72
4. Health and Wellness position

Affordable, On Iron and Tasty and

Bone Health Consumer Immersion the Go Magnesium rich Healthy Snack
Minimun Calcium Requirements Graph of drop in immunity among
teens over the year
Just open and Improves bone Every Indian
dip strength Mom’s choice

700mg 1000mg 1000mg 1000mg

/day /day /day /day
Perception Map Nutritional Value from 1 Bar

Obesity Rate in India

HIGH
Unhealthy eating habits

Taste
35-40% of school-aged children in urban India regularly

LOW
consume junk food like chips, chocolate, etc. due to its taste. Just a single Bar can take you towards
Only 36% of children aged 6-15 receive an adequate diet, your daily intake goal.
which includes a variety of foods necessary for balanced
nutrition.
Overweight children under five years increased from 2.1% in LOW HIGH
2015-16 to 3.4% in 2019-21.
Health benefits
 Marketing Strategy & Pricing
Consumer Persona Pricing
Age: 35 Age: 28 Age: 16
Occupation: House wife Occupation: Marketing Execute Occupation: Student
Lifestyle: Busy schedule, health- Lifestyle: Busy work life, often Lifestyle: Sporty, conscious
conscious, values balanced skips meals due to hectic about health & fitness, involved
nutrition for family schedule, fitness enthusiast in extracurricular activities

Finding time to prepare

Limited time to prepare Limited options for
consume balanced meals
nutritious snacks healthy snacks at school
Avoiding unhealthy
Aruna, The Concerned Picky eating habits of Ramesh, The Urban Anita, The School Balancing academic and
snacking habits due to
Parent children Professional convenience Going Teen athletic commitments

Marketing Strategy
Tapping The Market: Channels
Influencers & Youtube Shorts Offline Stores E-Commerce Sites
Product should be alongside other
Rural Urban
Run targeted YouTube Shorts ads Product Presentation: Quick
protein bars to drive purchase Self-Help Groups (SHGs) Corporate Offices and Business Parks
with precision targeting to increase flash ads on the home page of
through its cheap price.
awareness and consideration for each Quick commerce and E-
Collaborate with SHGs & MEs Vending machines stocked
Kellogg's Cornflake Bar among commerce app. to create awareness & with the Cornflake Bar in
It should be also placed near the cash
health-conscious viewers. facilitate distribution. corporate offices & business
counters for easy pick up. Community influence to build
Target Marketing: Recommend parks. Partner with corporate
trust and drive product wellness programs to
products to health conscious adoption.
Collaborate with fitness, family Kirana stores and supermarkets in distribute samples
consumers.
influencers to create content selected locations where there
showcasing how Kellogg's Cornflake population of the target On the go: Providing eateries on
Bar fits into a healthy lifestyle. audience(railways, metros, college the go in collaboration with Ola & Rural Mobile Vendors
campuses & near business parks. Health and Wellness Stores
Uber for working professionals
Engage vendors on wheels Partnering with health food
who move from village to stores like HealthKart,
village selling their products. Nature’s basket & fitness store

TV & OTT Advertisement Sampling Kisoks Social Media & Digital Backing these people with
promotional materials &
like Cult.fit, local gyms.
Provide samples and sell the
training. product at gym cafeterias
Short Videos (Reels/Teasers) Highlight
Set up free sampling stalls outside nutritional benefits, diverse
Advertisements on TV and OTTs with colleges, schools, and offices to consumption methods, and customer
a social message of tackling engage health-conscious individuals in testimonials in 15-30 second videos. Local Schools and Anganwadis Community Events
malnutrition problem & how buying a convenient, high-traffic areas.
Kellogg's Cornflake Bar supports the Catchy Popular Hashtags
Partner with Sponsor marathons, health
cause. Use engaging captions and hashtags like
Encourage participants to share their schools/anganwadis for camps, and cultural festivals
#KelloggsCornflakeBar, #MyIronBar, and distribution of the product as to distribute samples.
experience and the Cornflake Bar
#EnergizeYourDay to promote healthy part of nutritional programs. Offer as part of healthy meal
samples on social media platforms Organize some educational
Beneficial in reaching the rural snacking. combos or snack packs.
using hashtags like SEO Strategy sessions on nutrition.
places where cable TV are still in #KelloggsCornflakeBar, keywords: "healthy snack",
demand. "nutritious snack", "malnutrition
#HealthySnacking, and #FitnessFuel.
solution", and "iron deficiency
snack"