The following report will analyze the British advert for Kellogg's Bran Flakes, which is endorsed by Chris Hoy, a triple Olympic champion in Beijing in 2008 (www.kelloggs.co.uk, 2009). The aim of this report is to take this advert and make alterations to it so that it can be used in the South American country of Argentina.
This country is one of the main wheat producers worldwide (one of the main ingredients in breakfast cereals) and the number of Argentines eating breakfast has increased from 5% to 10% annually. Incomes are rising after a poor economic climate over the early years of the 21st century (the GDP per inhabitant passed from 5,448.22 USD in 2006 to 9,843.33 USD in 2009). This could offer new opportunities and corporate/economic growth for Kellogg's. Thus, this analysis will aim to ensure the building of a consistent brand image.
Firstly, we will thoroughly analyze the British advert for Kellogg's Bran Flakes. What is the target market? What messages or meanings does Kellogg's seek to convey? Why do they seek to convey these images? Then we will conduct a PEST analysis of the Argentinean political, economical, socio-cultural and technological environment. We will then look at the target market and use Hofstede's five dimensions framework.
With the knowledge we have gained, we will then be able to create a new design for Kellogg's Bran Flakes. We will be looking at which elements Kellogg's needs to keep, and which ones the corporate have to adapt? Finally, we will explore the Argentine media, enabling us to target our market effectively.
Advert analysis
The advert will be analyzed in depth in this section. We will be discussing why certain elements, texts and images were used and the meanings behind them. This way we can find out why they were selected and if they are specific for the UK or if they will have the same effect in Argentina. Thus we can start to design a new advert specifically for the Argentine market.
Text:
Brand: "Kellogg's All Bran Flakes":
▪Kellogg's brand is built up on key core brand characteristics such as quality and nutritional benefits.
▪Customers have a close relationship and emotional attachment with the Kellogg's brand, whether because of the product, or because the individual health and family wellbeing are the main concerns of the company.
▪Bran Flakes is part of the Kellogg's corporate most well-known brands due to its benefits on health. It was created in 1981.
Slogan: "Are you built on Kellogg's Bran Flakes?"
▪This rhetorical question implies that Chris Hoy has been built and shaped through the eating of Bran Flakes and challenges the reader to buy Bran Flakes if they want to be like him. The word "built" has implications of strength and power and reiterates the health aspect. In the advert Hoy is wearing his racing clothing and his stance is very similar to that of superman giving him an almost superhuman appearance.
[...] Main text believe the French The sentence will have have pastries for to highlight three breakfast” aspects of the product A new sentence will Bran Flakes: have to be inserted Convenient food in the advert. Tasty food Healthy We will need to look at a new rivalry. We already know that the football team has an intense rivalry with the Brazilians for South American supremacy, so drawing on this rivalry maybe a good idea. text Enjoy as part of a translated into the healthy, balanced diet national language of and active lifestyle” Argentina, which is The meaning is still Spanish. [...]
[...] The aim is to show that Messi is part of the new incarnation of that previous success, and also that Kellogg's feels that the World Cup success is just around the corner for the Argentina national team. Showing a level of support to the Argentine national team will help the advert and the product will gain some sort of national support. The shirt has the colors of the Argentinean flag. Lastly we associate Bran Flakes with three symbols of Argentine national pride; Maradona, Messi and the National flag. [...]
[...] As long as we target the niche market and don't be unrealistic in aiming for the same size market as Kellogg's has reached in Britain, then the ad has all the potential for success. APPRENDIX 1 REFERENCES BOOKS and PERIODICALS Albaladejo, C. Couve, C. Lorda, A. (n.d.) agriculture de proximité est- elle possible en Argentine.' Cahier des Amériques Latine pp 81-93 ANGELERI, Ma. Ana. Bioquímica. Lic. en Nutrición; (2007) ‘Breakfast Eating Habits and their Nutritional Quality in children and adolescents in the Northern area of Gran Buenos Aire.' Universidad de Belgrano, pp 1-21 Datamonitor (2008) ‘Argentina' Datamonitor Datamonitor (2008) ‘Global Breakfast Cereals' Datamonitor Datamonitor (2008) Kellogg's company.' Detamonitor, pp 2-10 Ghauri, P. [...]
[...] The bike gives the image of a non- polluted environment, which is beneficial for human health. The spoon held by Chris Hoy The product, Bran Flakes is present with an endorsement, by Chris Hoy. The spoon is there to make the connection between these two major elements, and highlights that there exists a close relationship between both. There is finally a meaning of appropriation. Chris Hoy appropriates the product because he approves its benefits for his health, wellbeing and active life. [...]
[...] Media Choice Below are various types of media, which will be appropriate for the promotion of the new Kellogg's Bran Flakes advertisement. Our choices for the media were newspapers and magazines. Although there is no “Men's health” magazine, we have focused on newspapers and magazines that would in fact reach a similar market. Billboards are also a useful tool of advertising and it would increase consumer awareness and potentially extend our market audience. In terms of billboards, we would pick one of the two famous agencies in Argentina which are Havast Sport and APE. [...]
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