recall vs. recognition
DESCRIPTION
IMC plan for Kellogs cereals in PakistanTRANSCRIPT
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Recall vs. Recognition
Desi food preference
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Objective:
“To develop brand equity among the target market for Kellogg's cereals.”
Strategy:
“Through developing a distinctive Kellogg's brand image, personality, positioning and
its promotional mix.”
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Social class
Middle , Upper middle , High
Age
Kids (6-12yrs)
Other age groups (12 onwards)
People who:
Are diet conscious
Have a busy schedule
Either have or wants to portray a healthy lifestyle
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Presentation
Attention
Comprehension
Yielding
Retention
BehaviorConsumer
response
hierarc
hy
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Complex buying behavior
Dissonance reducing buying behavior
Variety seeking buying behavior
Habitual buying behavior
Invo
lvem
ent
leve
l
High
Low
Perceived differences among brands
High Low
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Complex buying behavior
Dissonance reducing buying behavior
Variety seeking buying behavior
Habitual buying behavior
Invo
lvem
ent
leve
l High
Low
Perceived differences among brands
High Low
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Informative (thinker)
Learn-feel-do
Affective (feeler)
Feel-learn-do
Habit formation (doer)
Do-learn-feel
Self satisfaction(reactor)
Do-feel-learn
Thinking Feeling
Invo
lvem
ent
leve
l
High
Low
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Informative (thinker)
Learn – feel-do
Affective (feeler)
Feel –learn - do
Habit formation (doer)
Do –learn-feel
Self satisfaction(reactor)
Do-feel -learn
Thinking Feeling
Invo
lvem
ent
leve
l
High
Low
Kids
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High involvement feeling product
Peripheral route to advertising:
Catchy jingles Source Images and graphics
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Salience
ImageryPerformance
Judgments Feelings
Resonance
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Salience
ImageryPerformance
Judgments Feelings
Resonance
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Advertise to enable recall
Build association of breakfast with Kellogg cereals
Show Kellogg fulfills target market needs
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Feeling product
Major focus-Brand Imagery (80%) Brand Performance(20%)
Performance Imagery
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Breakfast Quick meal kids
Convenient
Special K High Quality
Expensive
International Brand
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Breakfast
Quick meal For kids
Convenient
High
Quality Special K
Expensive
International Brand
Healthy
Tasty Snacks
Active
Fun
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Advertising Iconic Rote Learning Building association between breakfast and Kellogg cereals
Sales Promotion Operant conditioning reinforcement through trials
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Public Relations
Reasoning Give logic to change habits
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Salience
ImageryPerformance
Judgments Feelings
Resonance
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Salience
ImageryPerformance
Judgments Feelings
Resonance
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Happy Busy Smart Fresh
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Happy Busy Smart Morning people Active Fun loving Sporty
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With indirect competitors:
Convenience
Price
Desi alternatives
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Snacks
Breakfast
Desi alternatives
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Quick Meal
Healthy
Desi alternatives
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Price
Flavors
Fauji
Nestle
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Availability
Price
Fauji
Nestle
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Advertising & Sales Promotion (Main Medium)
Public Relations (Support Medium)
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Public Relations: Use of Newspaper articles, Events & Seminars
Sales Promotion: Use of Free sachet packs, Gift packs
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Main: Electronic
Support: Print Outdoor advertising POP displays Sponsorships
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Media Strategy: Use of TV(entertainment channels),Newspapers (kids section), Billboards,Posters
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Sports day Discount coupons Quiz competitions Game competitions
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Order not significant (30 sec TV Ad)
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Kids- Draw Conclusion
Adults- allow receivers to draw their own conclusion
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Humor Appeal
Comparative Advertising
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Mother Knows Best!
Since 1906 people have known Kellogg as a company they can rely on for great-tasting, high-quality foods. The world’s leading producer of cereal and a leading producer of convenience foods, Kellogg Company’s brands.
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Good food, all day long…
Multi vitamins Fiber Minerals Carbohydrates
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One for all
Today I will have for breakfast…
Rediscover the Value of a Family Breakfast
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Easy for A
mmi
Fun for m
e
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