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Summary
Concepts:
Marketing, target, launch, Chewchat, campaign, snack, Fruit Winders, consumers, communicate, website, interactivity, advertising, animations.
Summary:
This case study looks at the recent launch of Kelloggs Real Fruit Winders. ...
Note how precise the objectives are for the companys first non-cereal based product: become a Top 10 kids confectionery snack to generate annual sales of over £15 million and to be profitable within 2 years from launch.
To achieve this level of interest, Kelloggs went for: interactive animated advertisements placed on childrens websites animated characters that used a secret language to give true cool credibility.
Launching Real Fruit Winders through new media
Introduction
This case study looks at the recent launch of Kelloggs Real Fruit Winders. The launch had two main features. ... Secondly, the product format is Kelloggs first move outside of cereals and cereal bars and into a totally new category of fruit snacks.
Real Fruit Winders are fun, fruit snack rolls. ... The best way to launch a new product is to use the media most appropriate to the target audience. ... However, in an age in which the majority of homes have access to the Internet and where young people are the keenest online browsers, it makes sense to build a launch around digital media as well as television advertising with some products. ... Marketing planners at Kelloggs established the business objectives for Real Fruit Winders and its launch. Note how precise the objectives are for the companys first non-cereal based product:
• become a Top 10 kids confectionery snack
• to generate annual sales of over £15 million and to be profitable within 2 years from launch.
The product idea
Kelloggs marketing research showed that children wanted a sweet snack that is cool and fun. ... Having developed a product that met these two criteria, the marketing department then had to communicate this clearly in the launch as well as getting across that the product:
• is a fruit snack roll in 3 flavours; orange, blackcurrant and strawberry
• is over 50real fruit
• has no artificial colouring or flavours. ... Parents were given the reassurance that the product comes from Kelloggs, and mainly consists of real fruit. ... At the same time, it was necessary to reassure parents about the fruit based nature of the product; this was done using the pack.
Understanding consumers perception
Creating a big buzz
Advertising plays a key role in any new product launch and must generate excitement about the product.
Approximate Word count = 1899
Approximate Pages = 7.6
(250 words per page double spaced)
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