Q] What was the objective behind the launch of this co-branded new product, Kellogg’s Hershey’s Chocos?
Kellogg’s Chocos is a well-established and highly successful brand in India, holding a significant market share in the kids’ cereal segment for over three decades. The brand’s success can be attributed to two key factors – delivering great-tasting food, and creating engaging experiences for kids. Every year, during the back-to-school season when mornings become rushed, our relevance increases for both moms and kids as they seek new and innovative breakfast options. As an organisation, we aim to infuse excitement into our products, communications, and campaigns during such a time.
This year, we are thrilled to launch Kellogg’s Hershey’s Chocos, a unique collaboration between Kellogg’s Chocos and Hershey’s, two iconic brands. The cereal has been designed to offer the beloved Hershey’s chocolate experience in a format that consumers already love—cereal. We believe that this product brings together the best of both worlds, and creates a magical offering.
The back-to-school season is crucial for us, and we have observed some key consumer trends during this time. People are looking for options that uplift their mood, and food plays a significant role here. We aim to address these trends by delivering a delightful chocolate experience, and offering a novel combination of two renowned brands.
Q] Could you provide an overview of Kellogg’s current marketing strategies in the South Asian region? How do these strategies align with the launch of your new product?
Our marketing strategy in the South Asian region is based on an integrated approach, where we utilise various channels to communicate with consumers. This approach extends to the launch of Kellogg’s Hershey’s Chocos as well. For instance, we are implementing an extensive media campaign, beginning with a television commercial (TVC). Additionally, we are leveraging influencers, including celebrity chefs, to engage with our target audience. Online engagement is also a key focus for us, particularly through mobile gaming. Moreover, we strongly believe in providing consumers with a firsthand experience of our product. To that end, we are distributing one and a half million sample packs across the country, as we believe that once people try our product, they will become repeat customers. This marketing strategy aligns with the principles we follow for our overall brand, with certain levers getting adjusted to suit the unique attributes of Kellogg’s Hershey’s Chocos.
Q] How does Kellogg’s plan to position the new product in the market? How much did you spend on the overall launch and campaign?
We plan to position it through an integrated marketing communication strategy. This includes leveraging the power of influencers, implementing an intensive media plan, and activating in-store promotions. By combining these three approaches, we are confident that we will be able to achieve our desired awareness, and effectively establish the product in the market. In terms of budget, we are spending about 1.5 times more than what we usually spend on a regular Chocos campaign.
Q] In the face of competition from other brands that are offering healthy breakfast options such as millet-based products, how do you stand out, and maintain a competitive edge in the market?
We are a food brand, and food is always about ensuring that we get the right balance between delight and nutrition. Kellogg’s has always had very clear nutritional guidelines for what we develop. If you look at our range, we have products that are made of multi-grains, without any added sugar. For example, in Kellogg’s Chocos, we make a nutritional promise called ‘the power of five,’ which is available in every pack. While we make delightful food, every bowl of Kellogg’s Hershey’s Chocos, and Chocos in general, will provide consumers with the protein and fibre of one roti, ensuring there is calcium and other nutrients. We ensure that there is micronutrient fortification through iron and essential vitamins.
Q] In today’s digital age, online sales have become increasingly important. How has Kellogg’s embraced e-commerce and online channels to promote its products?
We are an urban-centric company and also a premium brand. So a reasonable proportion of what we sell comes from all three channels - traditional trade, organised trade, and e-commerce. Hence, all of them are important for our business. We are very well distributed between all three, and committed to all the channels equally. Because consumers today are present everywhere, omnichannel is the way to go.
PROFILE
Vinay Subramanyam is the Senior Director of Marketing at Kellogg South Asia. He joins Kellogg’s after a stint at Pidilite Industries where he was the Chief Marketing Officer. He has successfully held various leadership positions in the last 20 years. He has a proven track record of building large brands, starting new businesses and brands, launching successful innovations, winning market share battles, and leading large teams.
ABOUT THE BRAND
Kellogg’s is a breakfast cereal producer, which has brands such as Kellogg’s Corn Flakes, Kellogg’s Chocos, Kellogg’s Muesli, Kellogg’s Chocos Fills and Kellogg’s Oats. Kellogg’s cereals are made in India in two manufacturing units (Maharashtra & Andhra Pradesh). They are consumed in the country and exported to Sri Lanka, Nepal, Bangladesh, and Maldives. The company has also established a Research and Development Centre in India that caters to the demand of the South Asian markets for Kellogg.
FACTS
PR Agency: Adfactors PR
Creative Agency: Ogilvy India
Social Media Agency: LS Digital
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