The brand known for being no 1 Breakfast brand with its cold breakfast offerings - corn flakes, muesli; launched Upma recently in India. This drove a huge wave of Indian-proud #memes that the #brand which wanted to change how Indians have hot breakfast had to change itself :)
But thinking 1 level deep, for a brand like Kellogg's or say Nestle's Maggi who has established good #DISTRIBUTION over decades of existence, known for international standards of #QUALITY & nutrition as well as #EQUITY for its brands; does it not make sense to enter new adjacent category? For Kellogg's, its still its own breakfast category!
If the choice is between lesser known brands like Mom, Mother's and popular ones like MTR, Kellogg, Maggi in a supermarket; chances would be that one would pick the more familiar one! Power of first 3 factors mentioned above.
Kellogg's also would score high #brandequity on 'Fit & healthy' - the same elements that a consumer is looking for, when he is looking for Upma apart from AUTHENTIC #TASTE which brands have to really pass test on.
Maggi we swear by, or Bata we believe as Desh ka Joota are both foreign brands. Only time will tell.
#Marketing #Consumer #Foods #India
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