Special K Case
Kellogg is a U.S. company, which offers the Special k cereal and accompanying products (cereals in different flavors as well as granola bars and protein shakes) that are healthier options for people who are aware of their diet and want a better lifestyle. Kellogg expands the market by targeting women who skip breakfast to stay slim. The marketing strategy helps to position the brand as a healthy alternative.
The commercials we chose offer a weight management plan designed to lose weight in 2 weeks by consuming Special K products. The commercials chosen are both from the same campaign and the same year- 2009. In this report we have taken into consideration different international advertising factors to show Kellogg’s international advertising strategy. In this report we used several factors of international ad models to determine that Kellogg uses a hybrid international marketing strategy.
Hybrid Advertising Strategy see table 1
Based on the environmental analysis below, we concluded that Kellogg’s uses a hybrid strategy known as pattern advertising (1). We considered these environmental factors:
• Political and legal: Kellogg uses a global approach because both countries have similar advertising regulations; therefore, there is no need for diversification.
• Economic: Kellogg’s uses a global approach because both ads target the same market consisting of middle and upper class working women who have a similar income, age, and knowledge of healthy lifestyle.
• Sociocultural: Kellogg’s uses a local approach because in the American advertisement the idea of time and logic is very important. In contrast, in the Mexican advertisement Kellogg appeals to emotions and the idea of personal satisfaction.
• Technological: Kellogg’s uses a global approach because they are aware that their target markets, who are middle to upper class working women, have the technology (television, internet) to see the commercials.
Creative Execution see table 1
Creative
The commercials we chose offer a weight management plan designed to lose weight in 2 weeks by consuming Special K products. The commercials chosen are both from the same campaign and the same year- 2009. In this report we have taken into consideration different international advertising factors to show Kellogg’s international advertising strategy. In this report we used several factors of international ad models to determine that Kellogg uses a hybrid international marketing strategy.
Hybrid Advertising Strategy see table 1
Based on the environmental analysis below, we concluded that Kellogg’s uses a hybrid strategy known as pattern advertising (1). We considered these environmental factors:
• Political and legal: Kellogg uses a global approach because both countries have similar advertising regulations; therefore, there is no need for diversification.
• Economic: Kellogg’s uses a global approach because both ads target the same market consisting of middle and upper class working women who have a similar income, age, and knowledge of healthy lifestyle.
• Sociocultural: Kellogg’s uses a local approach because in the American advertisement the idea of time and logic is very important. In contrast, in the Mexican advertisement Kellogg appeals to emotions and the idea of personal satisfaction.
• Technological: Kellogg’s uses a global approach because they are aware that their target markets, who are middle to upper class working women, have the technology (television, internet) to see the commercials.
Creative Execution see table 1
Creative
Cited: 1. Keegan, Warren J., and Mark C. Green. Global Marketing. 6th. New Jersey: Pearson Education Inc., 2011. Print. 2. Lakdawala, Ali. "Advertising Messages." Scribd. Scribd Inc., 2011. Web. 29 Nov 2011. .