Kellogg’sEggo Waffles

Callie Luba, Dylan Kavanagh,Ryan Deer, Kan Xu

HISTORY

Previously called “Froffles”

Started In 1953 by the Dorsa brothers in San Jose, California

Unique because no waffle iron needed

Expanded waffle varieties such as Strawberry Strudel, French Toaster Sticks, Granola Chocolate Chip, and whole grain

June 2009, had 73% share of frozen waffle market in U.S.

Competitors

Aunt Jemima waffles by Pinnacle Foods

Poptarts and Toaster Strudel

Various cereals and cereal bars

Jimmy Dean breakfast Sandwiches

Van’s Natural Foods Waffles

Revamp Brand Image

http://www.youtube.com/watch?v=F-Yq1I8gIA0

Slogan has always focused around “Leggo my Eggo”

2009 Waffle Shortage

Generate new excitement for brand after recent stagnant sales

Reinforce company reliability

“Enjoy. Share. Leggo.”

Family oriented

To go off of original “Leggo my Eggo”

No more fighting, enough to go around

Goes with newest products that offer breakable sticks

Market Segmentation

Geographics- capture larger share of current U.S. market

Demographics- middle class families (primary) and young professionals (secondary)

Psychographics- busy lifestyle but still wanting a sit-down meal

Behavioral traits- family oriented and multitasking

Targeting and Positioning

Well known household nameStrong brand image

Expanded product offeringsOptions for all different taste preferences

Positioning statementTo busy families and young professionals

who still value sitting down for a hot breakfast with family and friends, Eggo Waffles are the nutritious choice that is still quick and affordable having been a trusted brand since 1953

Advertising

Print adsLow effort route

should be takenPeripheral

processingPeople, Food

Network, Good Housekeeping magazines

Advertising

Television commercialsABC, NBC, CBS, FOX as media

vehicles focusing on morning shows and primetime television

Pulsing schedule with more focus on continuous pattern and increased playing during school year

Commercial emphasis on family members sharing the different flavors and ways to enjoy Eggos together

Young professionals enjoying Eggos in a corporate setting

PR/Publicity

Bring about understanding and acceptance in relation to 2009 shortage

Involvement in local communities by donating to food shelters

Training program for inspection policies and procedures offered to smaller companies

“Launch Event” to generate buzz about new brand direction

Launch Event

NYC to reveal new slogan

Winners of recipe contest announced

Samples provided/ product offerings

Top chef Eggo cook off

Possible television coverage (Today Show, Good Morning America)

Sales Promotion/Interactive Marketing

CouponsShare with friends or family through

rewards app or other social media outlets

Buy one, get one free (friend can redeem)

SamplingWinning recipe contest selected to be

featured in local grocery storeOther sampling expanded to streets to

showcase convenience

Interactive Marketing

Social media Twitter page specifically for

Eggo Waffle **Forbes magazine – Twitter

followers as opposed to Facebook fans are more likely to buy from brands they follow (37% vs. 21%) and recommend brands to friends (33% vs. 21%)

Create Mobile App for Loyalty Program Current Loyalty Program lacks

an interactive element Leverage other Kelloggs brands

Thank you!