Adaptation of Kellogg's Advertising Strategy for the Argentinian Market (2010)

Résumé du document

The following report will analyze the British advert for Kellogg's Bran Flakes, which is endorsed by Chris Hoy, a triple Olympic champion in Beijing in 2008 (www.kelloggs.co.uk, 2009). The aim of this report is to take this advert and make alterations to it so that it can be used in the South American country of Argentina.

This country is one of the main wheat producers worldwide (one of the main ingredients in breakfast cereals) and the number of Argentines eating breakfast has increased from 5% to 10% annually. Incomes are rising after a poor economic climate over the early years of the 21st century (the GDP per inhabitant passed from 5,448.22 USD in 2006 to 9,843.33 USD in 2009). This could offer new opportunities and corporate/economic growth for Kellogg's. Thus, this analysis will aim to ensure the building of a consistent brand image.

Firstly, we will thoroughly analyze the British advert for Kellogg's Bran Flakes. What is the target market? What messages or meanings does Kellogg's seek to convey? Why do they seek to convey these images? Then we will conduct a PEST analysis of the Argentinean political, economical, socio-cultural and technological environment. We will then look at the target market and use Hofstede's five dimensions framework.

With the knowledge we have gained, we will then be able to create a new design for Kellogg's Bran Flakes. We will be looking at which elements Kellogg's needs to keep, and which ones the corporate have to adapt? Finally, we will explore the Argentine media, enabling us to target our market effectively.

Advert analysis
The advert will be analyzed in depth in this section. We will be discussing why certain elements, texts and images were used and the meanings behind them. This way we can find out why they were selected and if they are specific for the UK or if they will have the same effect in Argentina. Thus we can start to design a new advert specifically for the Argentine market.

Text:
Brand: "Kellogg's All Bran Flakes":
▪Kellogg's brand is built up on key core brand characteristics such as quality and nutritional benefits.
▪Customers have a close relationship and emotional attachment with the Kellogg's brand, whether because of the product, or because the individual health and family wellbeing are the main concerns of the company.
▪Bran Flakes is part of the Kellogg's corporate most well-known brands due to its benefits on health. It was created in 1981.
Slogan: "Are you built on Kellogg's Bran Flakes?"
▪This rhetorical question implies that Chris Hoy has been built and shaped through the eating of Bran Flakes and challenges the reader to buy Bran Flakes if they want to be like him. The word "built" has implications of strength and power and reiterates the health aspect. In the advert Hoy is wearing his racing clothing and his stance is very similar to that of superman giving him an almost superhuman appearance.

Extraits

[...] In terms of billboards, we would pick one of the two famous agencies in Argentina and those are Havast Sport and APE. These two agencies are well known world wide and have clients such as Coca-Cola and Adidas. They will be able to pick the best strategic position. Conclusion In conclusion, we feel that this Kellogg's advert would work in Argentina. Although there is a niche market for cereals, there is a highly educated workforce and there could well be a shift in the breakfast patterns, especially if in the short term, the Kellogg's advert is a success. [...]

[...] http://ats.agr.gc.ca/latin/4131_e.htm (Accessed 20/03/2009) AllyYouCanRead (2009) 10 Argentina newspapers and magazines.' Available at: http://www.allyoucanread.com/Top10_By_Countries/index.asp?id=7 (Accessed 20/03/2009) Americas (2009) ‘Presse Argentine Actualité Amérique Latine.' Availabe at: http://www.americas-fr.com/actualites/prensa-argentina.html (Accessed 20/03/2009) APE (2009) ‘Asiciacion Argentina de Empresas de Publicidad Exterior.' Available at http://www.ape.org.ar/ (Accessed 20/03/09) Chris Hoy's Offical Website (2009) ‘Chris Hoy.' Available at: www.chirshoy.com (Accessed 20/03/2009) Entrepreneur (2006) ‘Argentina's consumers remain optimistic.' Available at: http://www.entrepreneur.com/tradejournals/article/153257373.html (Accessed 20/03/2009) Fao.org (n.d.) ‘Argentine.' Available at: http://www.fao.org/docrep/004/y1669f/y1669f0h.htm (Accessed 20/03/2009) France Expatrié (2001) ‘L'alimentation Argentine.' Available at: http://www.france- expatries.com/Guides/detail.asp?NewsId=3121&nomCat=+Vie+quotidienne (Accessed 20/03/2009) Havas Sport (2009) ‘Havast Sport International.' Available at: http://www.havassports.com/ (Accessed 20/03/2009) Higest (2008) ‘Clarin Worldwide Audience.' Available at: http://www.hitgeist.com/clarin.com (Accessed 20/03/2009) Interex (2009) ‘Fiche pays Argentine'. Available at: http://www.interex.fr/fr/fiches-pays/argentine (Accessed 20/03/2009) Itim international (2009) ‘Argentina Geert Hofstede Culture Dimensions Explained.' Available at: http://www.geert- hofstede.com/hofstede_argentina.shtml (Accessed 20/03/2009) Kellogg's (2009) ‘Bran Flakes.' Available at: http://www.kelloggs.co.uk/products/branflakes/Cereal/bran_flakes.aspx (Accessed 20/03/2009) Kellogg's (2009) ‘Kellogg's Argentina'. Available at: http://www.kelloggsargentina.com.ar/ (Accessed 20/03/2009) La poste export solutions (2009) ‘Fiche pays Argentine Tendances de la consommation.' Available at: http://www.laposte-export-solutions.com/fr/marches/fiches- pays/argentine/consommation (Accessed 20/03/2009) Leo Messi (2009) ‘Lionel Messi'. [...]

[...] This sentence highlights that Kellogg's products are beneficial for the health as part of a balanced diet and for an active lifestyle. Bran Flakes contains vitamins and fibres which can help to lower cholesterol and is important for a healthy immune system. Images Chris Hoy Sport success: He holds the current world record for the 500m flying start. He is the first British athlete to win three gold medals in an Olympiad since 100 years. He is well known by everyone in UK which makes the advert more outstanding. [...]

[...] The spoon holding by Chris Hoy There is the product, Bran Flakes. There is an endorsement, Chris Hoy. The spoon is there to make the connection between these two major elements and highlights that there exists a close relationship between both. There is finally a meaning of appropriation. Chris Hoy appropriates the product because he approves its benefits for his health, wellbeing and active life. Chris Hoy's autograph Shows Chris Hoy's commitment with Kellogg's corporate Gives credibility to the advertising and company affirmations Chris Hoy certifies benefits that the Bran Flakes product can have on consumers' health. [...]

[...] We feel that the theme of the British advert does work but the small changes, such as changing Chris Hoy to Messi, and instead of the flag, using an old Argentina football shirt will spark a relationship with the Argentines. This relationship will be a part of pride in a country that loves its sport and its national hero's. The change from a flag to a shirt is also a tactic we feel is a clever tactic because although patriotism isn't as strong in Argentina, their national pride in their success as a sporting nation is high. [...]