Resonance: Consumers
relay with the brand through a close relationship. Marketing strategy is focused
on the welfare of women by eating Special K.
Judgments: Consumers’ insights are important for the
company. The brand offers additional services to the product in order to make
them loyal. A specific website: www.specialk.com is available and proposes tips
for successful diet and personalized programs depending on the consumer’s goal.
Also, commercials convey the message that products
are affordable and will make the consumers’ life better.
Feelings: Kellogg’s brands represent a third of the
market shares. Their product communication and campaign reach women by offering
to loose weight but also to feel good with their
bodies.
Performance: The
brand answers to the consumer functional needs with a range of healthy products
for breakfast, snacks and bakeries.
Imagery: Special K targets women between 20 and 45
years. Both housewives and working women are reached by commercials and identify
with the brand. By proposing coaching and follow-up, Special K brings them support
and help during a diet. Also, since the products are low fat and low calories
they are satisfied.
Salience: The brand is recognized worldwide and communication
is highlighted by a strong TV campaign. Products can be found easily and
everywhere.
No comments:
Post a Comment