Every morning at home starts with a big question mark- what to make for breakfast- something that is healthy, quick to make and tasty? There are only so many times you can eat poha or upma. Turning to my constant companion and guide ‘the internet’, I was not surprised to see majority sites suggesting cereals for breakfast, with more leaning towards oats. Research into the category revealed the following:
Kellogg has 49% market share in muesli and 9% in oats- Economic Times
Even though these figures are from January 2013, the fact remains that Kellogg’s is a distant fourth player in the oats category while being the market leader in the corn flakes category. Hence, I thought it would be an interesting challenge to think of marketing ideas for Kellogg’s which may help improve the situation, even a little.
Before we get to the ideas though, a few things to bear in mind regarding the oats market in India are: Oats have been primarily launched in South India and hence have a very good penetration there. The rest of the country is yet to be effectively tapped by all the players. All players have been using the health platform for communication (variations being health with fun or health with taste)- Bestmediainfo.com. With this brand and market background,
if I were marketing @ Kellogg’s Heart to Heart Oats…
My TG would be:
- Retail consumers
- Modern Trade
- Primary objective -Create a presence for Kellogg’s in the oats space, driving home the point that Kellogg’s too has an oats offering
- Secondary objective- The oats are tasty and healthy
Sticky marketing ideas:
1. Supermarket Treadmill
Place an automatic treadmill in the cereals section of select supermarkets (Food Bazaar, Reliance Fresh, etc) in rest of India except South (since that is heavily penetrated by all oats players). Place a mannequin on the treadmill with the head replaced by a 2 ft Kellogg’s Pudina Oats 3D packet. Hold the mannequin with wire a few centimetres above the treadmill so that it doesn’t fall off due to the moving base. The main message will be –Kellogg’s Heart to Heart Oats is so healthy that your breakfast works out for you.
2. Cardio ‘Exercise + Music’ Insert
With newspapers, give out leaflets showing cardio exercises to do at home and the music that goes best for that workout (i.e.health with fun)- with the message at the bottom : Kellogg’s Tomato Salsa and Green Pudina oats are healthy but fun to eat.
3. Leverage tie-up with Indian Railways
Currently, Shatabdi trains serve Kellogg’s corn flakes Rs.10 pack in the food tray. The tie-up can be explored to serve Kellogg’s Oats in trains operating in the North/East/Central/West since these areas are under penetrated oats markets.
4. CNBC TV18 Special Show
Create a Special Show on CNBC (maybe a limited episode series) wherein Kellogg’s Oats will present Heart tips/exercises/recipes for the Young Turks and for everyone in the business world who obviously have a lot stress and hence are susceptible to cardiovascular diseases/diabetes/obesity. The show could also have interviews with eminent cardiologists/ nutritionists, etc. The idea is to join forces with CNBC for talking to the same TG.
5. Corporate Canteen Tie-up
Tie-up with corporates like HDFC Bank, Godrej, ICICI, etc who have a proper canteen and good food options for their employees. Serve Kellogg’s Oats as a part of the menu. If the employees try it at office, there is a better chance of the brand entering the home too.
6. School Bus branding
Branding school bus will target the moms when they go to receive their kids. When they receive their kids, they will be reminded of trying oats for after school snacks, thus giving an entry into other day parts.
7. Youtube episodes
Do a series of Youtube episodes titled “10 minutes for a healthy heart” wherein show one cardio exercise, one lifestyle tip and one oats recipe where oats can be used in other food items as well.
8. Gym Snackbar
Tie up with a chain of gyms like Gold’s Gym or Talwalkars. And offer oats as one of the healthy snacks post workout. The tie-up could also cover sending out samples to members or giving packs of 10 oats packets at a slightly discounted rate.
9. Gym Treadmill/ Bike
Since oats are very good for the heart and obesity, the cardio exercise machines in the gyms like the treadmill/bike could be perfect settings to hang a two layered tomato basket with fresh tomatoes in one basket and Kellogg’s Tomato Salsa packets in the other. Since it is visible at the right place at the right time, there will be much greater brand recall.
10. Pudina Planters as Supermarket Danglers
Hang real Pudina plant bunches as danglers in the cereal section with the Kellogg’s Pudina oats branding. The smell and sight of fresh pudina will clearly and strongly communicate Kellogg’s presence in the oats category. It will also register the flavors available.
These are some wholesome ideas for Kellogg’s to market its presence in Oats category with focus on its new flavors. How do you like these ideas?