Cereal sales are down because Americans tend to eat their
breakfasts on the go these days. So
what's a cereal company to do? How about
opening a cafe in Times Square?
That's exactly what Kellogg did last year. And while I visited with my family for a
photo opp. We did not eat a $7.50 bowl
of cereal.
Kellogg closed the cafe in August. But that's because they are moving to a
larger location. So I guess other people
did spend $9.50 for the "Life in Color" sundae featuring Froot Loops.
(Taylor, 2017)
But since that's a small scale effort, the company
continues to seek other ways to connect. To that end, they are continuing their
"What gets you started" Olympics campaign, which they began last
summer at the Rio Olympics.
They have announced the names of the "Team
Kellogg" athletes, and created this video to kick things off. Starting in December, the selected athletes
will begin to appear on Kellogg boxes and consumers are being encouraged to
follow them on social media. (Lukovitz, 2017)
Clearly the two efforts are trying to connect with different target
segments. Who is the target market for
each? (Gender, age range, plus one - but
more is better) What persuasive
techniques is each effort using? What
personality types/core values are they focusing on? Do you think these campaigns will be
successful?
Taylor,
K. (2017, August 8) Kellogg is closing
the 'cereal cafe' in New York City that charges $7 per bowl to open an even
bigger one - here's what to expect. businessinsider.com. retrieved november 1, 2017, from
Lukovitz,
K. (2017, October 31) Kellogg Continues
'What Gets You Started?' For Winter Games.
mediapost.com. Retrieved November 1, 2017 , from
https://www.mediapost.com/publications/article/309491/kellogg-continues-what-gets-you-started-for-win.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=105892&hashid=ybq2buULrntyGS6NfbELk0afrrI 
