grape nuts marketing campaign
DESCRIPTION
A marketing campaign developed for an Advertising and Promotion class project. Developed to revitalize the Post Grape-Nuts cereal.TRANSCRIPT
grape--nuts
Lauren RahmanNicole Mullet
Brandon Mead
Life—Better with grape-nuts
Industry History
• First Mass Produced Cereal
– Dr. John Harvey Kellogg
– 1906
– Flakes
• Consistent Growth and Expansion
• Influx of Brands: 1997
– Industry became extremely concentrated
– 200 RTE cereals
Industry Key Features
• Monopolistic Competition
– Few Top Competitors
– Wide Array of Brands
– Aggressive Introduction of New Products
• High Price-To-Cost Margin
• Large Advertising-to-Sales Ratio
Competitors
Health Cereal Category
• Kellogg
– Mini-Wheats
– Raisin Bran
• Special K
• Kashi
• General Mills
– Fiber One
Grape-Nuts History
• Created
– 1898
– Charles W. Post
• Consistent Growth
• Marketing
IntroHealthy FamiliesNatural Cereal
Euell GibbonsWill Rogers Jr.testimonials
Current Marketing
• Slogan: “That takes Grape-Nuts”
• Target Market
• Positioning
• Marketing Mix
• Current Market Share: Less than 2%
Brand Problems
• Un-Popular Taste
• Less Healthy Than Some Alternatives
• Lack of Product Variety
• Outdated Image
Brand Users
Two biggest general user profiles:
• “Educated, affluent and upper middle class families in established suburbs and new suburbs/ ex-urban towns respectively.”
• “Lower middle class to downscale, factory and farm workers in factory towns and mid-American agricultural communities respectively.”
As stated in: (Northwestern 10)
Age: 35-44
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
GN Users by Age
18-24
25-34
35-44
45-54
55-64
65+
Gender: 48% Adult Females
0%
10%
20%
30%
40%
50%
60%
GN Users by Gender
Children
Adult Males
Adult Females
Income: 53% $35,000 or higher
0%
10%
20%
30%
40%
50%
60%
GN Users by Income
$35+
$25-34.9
$15-24.9
$15-
Users Decide Based on Health
0
10
20
30
40
50
60
70
80
90
100
Users Non-Users
High in Protein
High in Vitamins
Low in Fat
Low in Calories
Low in Sugar
User Psychographic Profile
• Health-Conscious
• Somewhat Trendy
• Independent/In Control
• Leaders
• Intelligent
• Outdoors
• Traditional/Family-Oriented
Consumer Decision Making
• Morning Routine/Brand Loyalty
– Our goal
• Attitude/Beliefs in Popular Culture
– Trend towards health-consciousness
• Affordability
– Increasing brand value
Analysis: Strengths & WeaknessesStrengths
• Healthy
• Tradition
• Trustworthy
Weaknesses
• Flavor
• Out-dated image
Analysis: Opportunities & Threats
Opportunities
• Product line expansion
• Partnership with other food products
• Trend towards health-conscious eating
Threats
• Tough competition
• Wide variety of competitors
Our Campaign
Breakfast cereal that goes beyond the ordinary breakfast, doubling with many other foods and improving many life situations-making the consumer’s life better in many ways.
Life-Better with Grape-Nuts.
Big Idea & Slogan
Approach: Cognitive
• Impression and Communication
– Relevant
– Versatile
– Beneficial
– Healthy
• Solves the Un-Popular Flavor Issue
• Reaches Beyond Breakfast-Eaters
• Appeals to Wise Mothers
• Extendable
Big Idea
For women with families, Grape-Nuts is the breakfast cereal that provides versatility, health, and improved well-being to them and their family.
Positioning
• Women: food purchase decision-makers
• 25-45
• With Families
• Suburban to Rural
• Mid-High Income
Target Market: Demographics
• Health-conscious
• Independent
• Leaders
• Active lifestyle (on the go)
• Practical
• Physically fit
• Outdoors
• Trendy
Target Market: Psychographics
• Generate increased consumer interest and buying activity
• Generate media attention
• Popularize the Grape-Nuts message by creating shared experiences among consumers
• Bring Grape-Nuts above 2.5% in market share
Campaign Goals: Short-Term (1 year)
• Create and sustain consumer loyalty
• Change negative Grape-Nut brand perceptions
• Bring Grape-Nuts above 3.0% in market share
Campaign Goals: Long-Term (3+Years)
• Television
• Website Ads
• YouTube
• Website
• Social Media
Marketing Mix
Initial Partnerships:
• Every Day w/ Rachel Ray
• Food Network
• Good Housekeeping
• Cooking Light
• Vegetarian Times
Website & Print Packages
Website Ads Videos Social Media
Print Ads Website Purchase
Exposure Engagement Action
Interactivity
Website
Print Advertising
• Event Marketing
– Faux Food Vendor
• Philanthropy
– Riley Children’s Hospital
– Help the Hungry
– Live Strong
– Big Brother Big Sister
Public Relations
• Yoplait
• Breyers
• Bisquik
Partnerships & Co-Branding
In-Store Samples
• Recipes
Direct Mailing
• Recipe books and coupons
Direct Marketing
Specific
• Redeemed Coupons
• Per Click
• Video Hits
• Social Media Monitoring
General
• Sales
• Measuring Market Share
Measuring Effectiveness
Future Plans
grape--nuts