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Case Study Assignment PDF
Case Study Assignment PDF
Marketing
research
Both Facebook and Twitter were used to amplify the UK
Crunchy Nut Restaurant experiential activity.
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Above and below the line promotion In 2013, Kelloggs launched its new Crunchy Nut Oat Granola
(CNOG) product which was promoted through a 2-stage
door-drop sampling campaign using specially selected postal
A business needs to use different promotional activities to
areas. These postal sectors, which were clustered around
raise awareness of its products and services. When planning
stores, enabled Kelloggs to target adult taste seekers aged
promotional activity, the acronym AIDA is a tool that can be
between18-45, who eat a range of breakfast cereals. The first
used to make marketing communication more effective:
stage of the door-drop involved the delivery of branded bags
to 907,435 targeted homes in 1,014 postal sectors. These
initiating awareness amongst non-customers or
bags offered the consumer a free pack of CNOG, and to
increasing knowledge of new offers for existing
accept they had to tick a box and leave the bag on their door-
customers step for the following morning. The second stage of the
generating interest for and a desire to have the product campaign consisted of filling the bags (of households who had
ensuring action to purchase. chosen to opt-in) with a free full-size packs of Crunchy Nut
Oat Granola.
There are different methods of promoting products and
services. Above-the-line promotion aims to inform and raise
brand awareness. It includes advertising in magazines, The campaign was a success with a significant impact on
newspapers, online or through television advertisements. sales through new customers trialling the product. It also had
However, these methods are expensive and in an increasingly a positive effect on existing customers, demonstrated by an
cluttered media world it is harder to cut through with just increase of 6.4% in repeat purchase. The outcome of the
advertising. Increasingly, below-the-line promotional activity is campaign was 155.500 of extra sales and 64.800 in units,
being used in addition to advertising, to reach and engage resulting in a small market share increase. As with the CN
with consumers. restaurant campaign, Kelloggs social media channels were
integral to the promotional activity. A twitter hash-tag on each
Below-the-line promotion gives a business more control over bag resulted in consumers sharing their positive experiences
online.
how it communicates with its target audience. Below-the-line
methods include social media, direct marketing through
targeted mailshots, personal selling and sponsorship. Kelloggs also uses promotional campaigns in-store to drive
brand awareness at the point of purchase. An example of this
was a five week sampling tour at Tesco stores across the UK.
Using branded Crunchy Nut vans, two teams drove around
the UK handing out samples of Crunchy Nut chocolate cereal.
Locating themselves in prime positions in stores, to capture
the highest footfall, nearly 30,000 samples were distributed to
customers. This type of promotion both highlights and
increases demand for products close to the point of purchase,
as well as creating greater engagement with customers.
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www.kelloggs.co.uk
Kellogs | Balancing the marketing mix through creative & innovative strategies