How Kellogg’s aims to increase its share of the Rs 1,400 crore breakfast plate
The brand has adopted a multi-pronged marketing approach with multilingual TVCs on 30+ TV channels, promotions on top-rated shows and engaging with mothers on digital platforms
The booming breakfast cereal market in India has over time attracted several fast-moving consumer goods giants, from Nestle to Marico, to increase their share in the category. Global cereal giant Kellogg’s that has steadily raised its stakes in the Indian market over the years has been no exception. The company which is trying to make significant headway in the category has leveraged its understanding of the local palate to offer variants like thandai badam and rose-flavoured corn flakes to appeal to the Indian palette and is going all out with their Masterbrand campaign ‘Breakfast Se Badkar’ in a bid to own the category.
Sumit Mathur, Director of Marketing, Kellogg South Asia, shared with exchange4media that the organised breakfast cereal market in India is estimated to be at INR 1,400 crore. “In a country like India with such diverse food habits, any food player including a breakfast company like ours, is not competing with just one thing. You are up against multiple products and categories. And hence, our aim is very simple. It is to understand that segment of audience which is nutrition seeking but time-pressed. We are a partner to such an audience in providing them with a convenient and nutritious solution,” Mathur shared.
Sumit Mathur, Director of Marketing, Kellogg South Asia
The brand is now seen taking a multi-pronged marketing approach to reach out to its target audience. “Multilingual TVCs of our campaign- 'Breakfast Se Badhkar' will air on 30+ TV channels until the end of March 2020. In addition to this, we are also tapping into promotions on top-rated TV shows,” he revealed. Given the established relevance and importance of digital, Kellogg’s has dialled-up efforts on digital platforms such as engaging with mothers on these platforms. “We are also currently running an advocacy programme to propagate the importance of a balanced breakfast in line with Kellogg’s own offerings,” Mathur stated.
It has also introduced products in different formats and sizes at various price points like Chocos Fills (centre-filled pillows) that start at Rs. 20, and began aggressive sampling exercises to increase penetration. Kellogg’s recently announced their ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as daily breakfast. “As an organization, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We are also on a mission to drive a behavioural change among many urban Indian consumers who skip or skimp breakfast due to lack of time. The new Masterbrand campaign is our attempt to bring alive our purpose and drive this behavioural change,” he explained.
In its communication over the years, the brand has brought on-board celebrities like Deepika Padukone, Saakshi Tanwar, Juhi Chawla and Sania Mirza for Kellogg’s. In 2015, the company roped in badminton star Saina Nehwal for its first-ever master-brand campaign, ‘Bade Sapno Ki Sahi Shuruwat’.
Letting us in on the emotional rendition into Kellogg’s latest communication ‘Breakfast Se Badhkar’, Mathur remarked, “Research shows that as our lives get busier, we are often pressed for time and in our busy mornings, we may miss the important meal of breakfast which provides us with the required physical and mental energy to kick start the day. Kellogg is a partner to the homemaker in providing a convenient and nutritious bowl of cereal to plug the gap. The agency took this brief and came up with the campaign in a very creative manner. They used the insight where a mother usually wants her kid to eat just a bit more. It means that every time a mom says to her kid, “ek chammach aur kha lo”, what she actually wants is “to push a bit harder every day”. In ‘Ek chammach aur’ the stories are told from the children’s point of view. In the process, Kellogg's is seen as a great option for every morning, a breakfast which is ‘Breakfast Se Badhkar’.”
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