5. Special K Fibre Plus
All Bran Corn Flakes
Squares Choco Krispies
Optivita Frosties
Extra Smacks
Just Right Rice Krispies
Muslix Miel Pops
Trésor
6.
7. For about 30 years ago , cereals began
moving into the daily diet of Spanish
consumers
The Spanish people consume on average
around 2.2 kilos of breakfast cereals and
cereal bars per year
The European average consumption of
breakfast cereals is higher than the
Spanish, standing at 2.7 kilos per capita.
consumption increase in families with
children between 6 and 15 years and fathers
aged 35 to 49, with incomes
medium-high or high.
8. During 2010, the increase was 2.1% in
volume to near 70,000 tonnes
The main item in this market is the cereal
diet, accounting for 27.8% of total volume
and 35.1% in value.
Below are the chocolate-grain (17.8% and
16.6%, respectively),
the muesli (12.4% and 9.7%),
cereal fiber (12.1% and 13%),
the corn flakes (10% and 6.4%),
pads (8.3% and 7.2%),
cereals with honey (7.7% and 7.3%),
the sugar (3.1% and 3%),
the pack for children (0.3% and 0.8%),
health cereals (0.2% and 0.5%) and
puffed rice (0.3% and 0.4%).
9. Country Portafolio.
All-Bran Krave
Bran Flakes Mini Max
Coco Pops Nutri-Grain
Corn Flakes Optivita
Crunchy Nut Other brands
Elevenses Pop-Tarts
Frosties Rice Krispies
Fruit n Fibre Rice Krispies Square
Fruit Winders Special K
Wheats
10.
11. *FREQUENCY..
According to the Grocer, UK sales of
eight of the 10 most popular brands,
including Corn Flakes, Crunchy Nut,
Coco Pops, Cheerios and Special K,
fell sharply in 2010-11. Rice Krispies,
the worst performer, was down 12%;
Weetabix bucked the trend, rising
4%, for reasons that may become
clear later. People may be turning to
cheaper own-brands, but processed
cereals' share of the overall breakfast
offer also slipped. And last month,
UK market leader Kellogg's said
global turnover had fallen 10% in the
first quarter of 2012, partly because
it "did not grow" its European cereal
business
15. All-Bran is a very high-bran, high-fibre,
wheat bran breakfast cereal manufactured
by Kellogg's and marketed as an aid to
digestive health.
16.
17.
18.
19.
20.
21. Yellow represents the dominance and
power, but also the joy and happiness. So
often this color is associated with money,
but also with wisdom. With any kind of
wealth.
Circle means a
cycle, movement, change, unity, protect
ion.
22.
23.
24.
25.
26. “La población española debería aumentar
el consumo de cereales, preferentemente
integrales “(ENIDE)
“El consumo de hidratos de carbono está
descompensado a la baja por lo que se
aconseja el incremento de alimentos que
los contengan como los cereales con
preferencia integrales. Este grupo incluye
las patatas, arroz y otros cereales, pan,
pasta, harinas, cereales de desayuno y
cierto tipo de galletas.”
27.
28.
29.
30. Global segmentation:
Geographic: Yes, is only for Spain, because if the want to entry with this tv
spot on others Spanish speaking countries is not going to work because of the
Spanish accent, if the want to introduce the product to the Latin American
countries, the have to make changes and adapted to the Latin accent.
Psychographic:
* Social life style vida social activa
Se preocupan por su cuerpo
* With a healthy way of life
20% Population has had made some diet.
More women than men
31. Demographic aspects:
* People between the ages of 30-40 Years old. Estatus social
* That live alone or with a company parejas sin hijos
* In a medium and high social level class
32. Behavioral
* People used to have dinner every day.
* With the willingness to have cereal at this time of the day.
* People who like to take care and feel better everyday.
Focus on
Non users, regular users. With a MEDIUM usage rate.
PERIPHERY MESSAGE
Eat cereal All-Bran and feel better every day.
DIRECT MESSAGE
Feeling healthy, you notice. Have All-Bran for dinner, You notice too.
33.
34. * GLOBAL SEGMENGTATION
* DEMOGRAPHIC ASSPECTS:
* Women Between the ages of 25-35
* Independent but who like to have an active social life.
* PSYCHOGRAPHIC:
* They are part of a high socioeconomic level
* Independent, is that feel heavy
* Because of this they have a slow transit which is not of their choice as
* They prefer a healthy life with which they feel free and light.
* They have a social lifestyle
* BEHAVIORAL:
* Women who prefer a walk
* With a social lifestyle and healthy breakfast among friends who prefer this cereal,
already generates them freedom and stability in their digestive system and allows
them to feel good the rest of the day.
35. * FOCUS ON:
* STATU USER: regular user, potential user
* USAGE RATE: HIGH
* PERIFERIC MESSAGE:
* Eat cereal All-Bran and feel good, free and
quiet the rest of the day
* DIRECT MESSAGE : try it every day and
improve your lifestyle.
36.
37. Demographic aspects:
People between the ages of 30-55
Men & Women
All people but specially the Worker class
Psychographic:
With a busy life style
Working profile
Behavioral
People tired of feel heavy all the time
People long periods of work
Usually cereal consumers
Focus on
Occasion of use: anytime of the day
Benefit sought: slogan
38. User status
Former, regular and potential users
PERIPHERY MESSAGE
Take away the sensation of weight in your body, and feel more lighter and
energetic
Direct message
10 days challenge. Do it, Feel it.
39.
40.
41.
42.
43. The Spanish power distribution is the supermarkets dealt 7
Hypermarkets control slightly over 36% of all sales of
breakfast cereals
