While this New York Times article was written before the Kellogg’s campaign launched, it has useful information about Kellogg’s strategy. Since 93% of Americans eat cereal getting them to eat more is extremely challenging, unless you can encourage consumers to eat cereal in the evenings, not in the mornings. That is the goal of this campaign. Here are two TV ads that were produced.
- Do you ever eat cereal in the evening or at non-breakfast time?
- Do you think this campaign will increase sales for Kellogg’s by getting consumers to eat cereal in the evenings? Why or why not?
- Is this campaign designed to impact attitude or beliefs, or both? Justify your answer.
- Which level of Maslow’s Hierarchy of Needs does this campaign utilize? Justify your answer.
- Examine the various social influences on consumer buyer behavior presented in the chapter. Which social influences do you think impacts the purchase of cereal? Explain how it influences the brand chosen.