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2010 (11) December (11) Piggly Wiggly..It's not about Pig..but store!! Brand Equity Mass Marketing!!!!!! Kelloggs Mate- Why it failed?? Abhinav Prajapati GLCRMM1012 Zaras supply chain
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10/27/13
failed to make position in minds of customer. Lets look all the major factors of failure one by one as studied by various marketing professionals and journalist: 1. Breakfast Mate used the concept of warm milk. It contained aseptically packaged milk which didt need refrigerator. Many Americans who have tried drinking aseptically packaged milksomething available in the U.S. from local and international dairy sourceshave complained that it tastes "burnt." The product suggested keeping the container in refrigerator, since most of Americans pour cold milk over cereals when they serve. This lead to more confusion among consumers. Breakfast Mates was not in a location where you would generally expect to find breakfast cereal. The expense of trying to re-educate the consumer to look for cereal in the dairy case proved too enormousway beyond, apparently, what Kelloggs wanted to spend on selling the new line. TV commercials, ad showed how parents tell their small children to serve breakfast themselves by using of Breakfast Mates and let them sleep in. But packing of this product was too far from child-friendly, as many a time young hands squeeze the soft side of packing too hard, causing spill of liquid all over the table. Thus what ad was communicating to consumers was too different from actual situation.
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4. Breakfast Mate was portable packet to be used when one is out of his home. This can be kept in lunchbox, briefcase, brownbag, and desk drawer. But the problem was the milk get warm up at the ambient temperature. This caused the change in taste of milk. 5. Breakfast mate was charged premium for convenience. Its retail price was in range from $1.39 to $1.69 depending on retail store. Consumers felt that was too expensive for what they perceive as a four. Oz. box of cereal. After a one-year market exposure, the company announced that it was discontinuing Breakfast Mates in year 1999. Convenience, ease and a handy spoon isnt everything it seemsnot when youve got cold cereal and warm milk. A company should look at all dimensions while launching a new product, sometimes looking only at one particular parameter and overseeing others can be fatal. Reference: Brand failures The truth about the 100 biggest branding mistakes of all time- Matt Haig www.kelloggs.com http://www.mrbreakfast.com Dishti Naik GLCRMM1012
at 6:17 AM
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