Cereal Marketers Race for Global Bowl Domination
For most people that know me, they know I am an avid cereal eater. At any given time, I have around eight to ten cereal boxes in my pantry. I like to keep a nice selection on hand at any time, because you never know when you will want Fruit Loops or Special K!
When I saw an article about cereal on Advertising Age, I immediately knew I had to read it! The article discusses the new strategies giant cereal companies such as Kellogg Co., PepsiCo and Cereal Partners Worldwide (a joint venture between General Mills and Nestle) are taking to gain overseas market share. A research company recently reported that consumers across the globe are acting more like Americans, … “Breakfast was traditionally a sit-down meal in most markets, but is now often eaten hurriedly or on the go in the form of snack bars or ready-to-eat breakfast cereals.”
Because of this, these cereal companies are starting to integrate cultural influences into their overseas cereal marketing. For example, in Spain, Kellogg’s discovered that people dump All-Bran cereal into their coffee. Therefore, the marketer is now advertising All-Bran to Spain in that way. In France, the company has adapted it’s Kellogg’s Extra brand to go with yogurt.
Instead of trying to sell cereal the way it’s generally sold/consumed in America with milk, the marketers are trying to create a niche that integrates cereal with each culture’s own breakfast habits. Very insightful and smart marketing on their part! Don’t try to recreate the wheel and push something that may never be adopted. I thought this was a great article that demonstrated how marketers are constantly shifting and changing their strategies and tactics to adapt to an ever changing market!
Want to read the Advertising Age article? Click here!