1. N1 Group BLaura VelezKrish DaswaniNikita RogozinEkmeet SinghKazuhisa HaradaTatiana Brito

2. SPANISH CEREAL MARKET 3. FOOD HABITS CULTURAL BACKGROUNDOut of home Around 10:30amOnly 9% have proper breakfastADULTS BREAKFAST: 4. FOOD HABITS CULTURAL BACKGROUNDSpanish LOVE to have dinner outsideAnd.. VERY late 5. FOOD HABITS CULTURAL BACKGROUNDKIDS BREAKFAST:At homeAround 8:00am before going to school 6. SPANISH CEREAL MARKETSOME INTERSTING FACTS1.7Kg per capita per year 69% (population =46 MM)7Kg per capita per year 95% (population =63 MM)Cereal Consumption Cereal PenetrationOpportunity for growth in SpainBiggest PartKids & TeensBrands 7. ABOUT KELLOGGS 8. AboutKelloggs products aremanufactured in 18countries and marketed inover 180 countries.The brands offeredcomposition varies fromcountry to country . 9. Cereal MarketAdultsFamilyKids and Teens 10. COMPETITVELANDSCAPE 11. Health IndulgersValueQualityBrands Differentiation 12. KelloggsAll-BranDirectIndirectOther SubstitutesCompetitive Landscape 13. ABOUT ALL BRAN 14. ALL-BRAN1906 1916 15. ALL-BRAN HISTORY All-Bran was communicated as a solution fordigestive problems In 2011: repositioned All-Bran as a healthyoption for breakfast, being the digestive rhythma consequence 16. ALL-BRAN NEW POSITIONING 17. QUALITATIVE AND QUANTITATIVE RESEARCH INSIGHTSAll-Bran Users Use All-Bran because: #1 it is healthy #2 it solves my digestive problem For digestion matters, usually mix All-Bran with othersolutions such as drinking water, exercising and takingmedicines Buy All-Bran at the supermarket Consume Breakfast Cereal during breakfast and cerealbars on the go 18. QUALITATIVE AND QUANTITATIVE RESEARCH INSIGHTSNon Users Dont buy All-Bran because they think that the tastemight be bad, since it looks natural and healthy Dont consume it because they have breakfast outof homeAwarenessConsiderationTrialRepeatAdvocacy 19. Core EssenceFeel All-Bran newBrand PersonalityHealthySportyPracticalHero to Reach your digestive rhythmBrand BenefitsFunctional :The perfect intersection of Fiber,convenience and taste.Emotional :Feels like I am doing somethinggood for my health even in mybusy routine.Target ConsumerHealthy Multitask women who look for ahealthy lifestyle, trying to balance theirdiet.Women 30 + years old.AttributesRich in Fiber(1portion= 43% of daily need)QualityVariety and on the go optionsAll-Bran: Brand Architecture 20. ABOUT CONSUMERS 21. Modern Women 22. Multitask women 23. PAIN TO BE ADRESSEDHealth OrientedIn a very busy lifestyle, it is noteasy to have a balanced diet andconsume all the nutrients andfibers that your body need.Digestion OrientedRich digestive rhythm 24. PAIN TO BE ADDRESSEDHealthy OrientedIn a very busy lifestyle is noteasy to have a balanced diet andconsume all the nutrients andfibers that your body need.Digestion OrientedRich digestive rhythm15% of Spanish Population 25. 4 Ps 26. ChocoVanillaCrunchPlus FlakesFruitandFiberChocolateRaisin/FruitFiberPRODUCTS: ALL-BRAN CEREALS 27. Fruit and FiberOriginalBarsChocolateAppleBarsPRODUCTS: ALL-BRAN BARS 28. PRICE: ALL-BRAN VS COMPETITIONChocoPlusFruit and FiberVanilla CrunchFlakesChocolate Flakes 3.45 1.99 2.99 29. Fruit and FiberOriginal BarsChocolateApple BarsPRICE: ALL-BRAN BARS VS COMPETITION 0.92 30. All Bran at the Point of SaleDistributionChannelSKUs % Distribution % Shelf %DisplaySupermarketse.g: Corte Ingls,Carrefour90% (Includingcereals and snackbars)100% 20% 5%Medium sizeSupermarkets25% (Includingcereals and snackbars)90% 15% 0%ConvenienceChinos10% (Includingcereals and snackbars)70% 10% 0%* Data based on storechecks 31. All Bran at the Point of Sale 32. TV3600 Communication in the past few yearsMagazinesSource: Quantitative research 33. SWOT 34. Brand awareness Good quality, healthy product Kelloggs endorsement Brand loyalty Barrier of taste perception Low penetration in Spain Inconsistent media message Low distribution for flavoredSKUs Healthy user demographicsgrowing Target health concerned users Private Label Potential Brand cannibalizationwith other Kelloggs Brands- ieSpecial K Out of home breakfastStrengthOpportunityWeaknessThreatSWOT 35. Key Barriers ForGrowth 36. Key Barriers for increasing Penetration Adult Spanish habit of eating breakfastout-of-home Non-users tend to imagine that All-Brantaste is not good 37. RECOMMENDATION 38. Key Barriers For Growth & Action PlanKey Barriers Adult Spanish habit of eatingbreakfast out-of-home Non-users tend to imagine thatAll-Bran taste is not goodAction Plan Promote All-Bran cereal bars as on-the-go breakfast option Communicate the benefits ofhaving breakfast Trial activities Promote flavored options such asChocolate and Frutas & Fibras(besides increasing its distributionat medium stores) 39. Key Barriers For Growth & Action PlanOther Important Considerations Make communication more consistent at the brand level Non-cannibalization of SKUs other Kelloggs sub-brands 40. Surrounding the consumer and engaging them emotionallySamplingTVInternet /Social Media PR&OpinionMakerMagazinesProductPlacement 41. Objectives - Success measures Increase penetration among women 30+ with digestiveproblems from 50% to 80% Increase penetration among women 30+ concern about healthfrom 30% to 50% Increase brand total penetration from 6% to 10% 42. KPIsDID YOU HAVE BREAKFAST?