This means that is covers all the different family sizes from nuclear to extended families with more than three children. Fitness Nature discusses the natural ingredients and benefits of the product. The packaging constitutes one of these signals, perhaps the most important. –Brand personality: the typical buyer the brand evokes is above all an optimistic person who seeks to solve a problem he or she has. Thus educating children is a powerful tool that Nestlé conducts regularly to ensure that children understand the nutrition value and the physical activities of their health. This is radically different from All Bran’s branding strategy which does not bring up any organic consideration. “Special” in the Special K brand implies that the brand is “specially” customized for you. They offer a wide variety of products to appeal to all tastes and diets. I would rather use a natural food product, so I can enjoy it while I eat it.”. It is a little deceptive as it is only on the back side that we learn that only 70% is whole grain. It analyzes each segments attributes translate them into benefits. By offering a wide variety of products, Special K looks like a partner who is trying to meet all of your daily nutritious needs. Special K focuses on a target market of women who want to be healthy and lose weight, whereas Nestle Fitness is also about health but focuses on being healthy by achieving fitness goals. The message is that Nestlé Plus will bring you a large amount of fibers, which is good for your health as it has already been said. They are saying, “Be proud of your body and treat your body right”. Today kids represent a very important demographic for the cereal companies. The size is almost equal, Nestlé Plus’s packaging being a little bigger in height. This is the only advertising element present on the packaging but it stands out with its red and yellow colours. by the consumer ranked third (36%). There is nutritional information on both packagings. I will now describe and compare the most evident elements. Buy Kellogg's Special K Cereal Bars Strawberry .88oz at Walmart.com According to  Sebastien Geist, Brand manager at Nestlé France “ the augmented reality technology was designed and developed by Dassault systems and turns the cereal boxes into 3D videogame consoles”. The message may seem easy to understand. It can be said bowel problems are considered as a prison. Cereal brands cannot reduce forever the amount of sugar, although this is a variable they play on in their communication to say their products are good for the health. The variety of flavors and products allows for people to customize their meal plan with their favorite tastes and products. There is also a workout DVD included in the package. I may seek to prevent potential bowel problems by eating cereals which contain natural fibers. The app correlates with Special K’s strategy of being “your nutritionist”. It must conquer a position in the minds of consumers. Special K maintains a very similar message on all of its different products. Notice how the advertisers use children and toys to put across their selling points into the minds of their target segments. There is a strong emphasis on nutrition and being good to your body. The white woman silhouette  represents the active empowered target consumer of Nestle Fitness cereal. The Nestle Fitness brand is empowering and sporty. The colours are different : All Bran’s packaging has lighter and hot colours (yellow and different shades of orange) whereas Nestlé Plus’ has darker and colder colours (purple, green as well as some white). Nestle Fitness is filling all of the emotional needs of their consumer,  the need to eat natural, indulge, and feel motivated. Special K emphasizes the nutritious appeal of their products. Regarding the Kellogs logo next to the All Bran inscription, it is a brand naming strategy aimed at increasing All Bran’s brand equity: Kellogs is a famous name. The different package sizes are also relevant to its target market as the case of Chocapic, but it is not presented with the same quantity. Although this award bears official tones, it is entirely a marketing concept and it can be argued that it can be bought by the company which desires to have it put on its products. However, it is hard to the company to reach the prices of private labels because their total costs are very lower than Kellogg’s and Nestle ones. The brand sells the importance of being healthy and starting the day right. Create a free website or blog at WordPress.com. In line with the sustainable development to Nestlé -> “The development that meets the needs and wants of the present without neglecting the ability of the future generations to meet their own needs” (Nestlé 2011), Compliance: cooperation with national laws and relevant conventions, without forgetting the company’s own regulations, which often go further than legal obligations, Creating shared values: Joint value optimization with Water, Rural Development, and Nutrition by following long term and good business principles. There is little doubt that the goal of these campaigns is to influence children’s choices and according to a review by the National Academies’ Institute of Medicine, studies indicate that food advertising by food companies affect the food choices, food purchase requests and the diet & nutrition of children. All Bran contains fibers. Special K’s goal is to build strong brand loyalty. The word “Plus” is branded as being “plus nutritionel” but it may well convey other meanings to consumers: the fact these cereals are superior, the fact these cereals are both well-balanced and succulent, etc. ... Their large product offering includes petite cereal, snack packs, bars and mini bars. Their large product offering includes petite cereal, snack packs, bars and mini bars. Consumers need signals which will reassure them and make them buy the product. It can be seen that the differences between the two brands are not big. It obviously refers to the brand benefits. They offer food for all times of the day as opposed to Nestle Fitness who is strictly in the breakfast market. These are the key brand benefits of All Bran. I want my life back! It promotes Pico, a dog that loves chocolate -> Chocapic has a strong chocolate flavor. It advertises a “flatbellyprogram” because it is assuming a woman who purchases this cereal is actively looking for ways to improve her shape. A few years ago, the French communication agency DDB carried out a survey in which marketing directors were asked to name what they considered the characteristics of a strong brand. Instead of containing fibers, it contains antioxidants. Another important attribute of the packaging is to provide children with stories about different games and toys of heroes’ cartoons. Nestle Fitness offers consumers coupons online in order to get in-store discounts. In other words, you get more life, more energy, more light, more well-being. Through targeting children, Nestlé conveys the message that a healthier an tastier cereal product can go hand in hand with a more pleasant lifestyle. Below is the Kapferer’s brand identity matrix applied to Nestlé Plus and All Bran. Both brands say (on the packagings and in TV ads) their cereals will be good for your health but only if you have a sound life and a balanced diet. -Brand territory: when consumers see a Nestlé Plus packet, they obviously know it contains cereals but it is not thanks to the “Neslté” inscription they perceive it (Nestlé is a large food and nutrition company which has multiple product lines) nor thanks to the “Plus” (“Plus” can refer to many things). The slogan “Libérez-vous !” adds to this sentiment. It has a website you can log in to to track your fitness goals, and it includes a work out program you can follow. Nestle Fitness wants to convince the consumer that they are on their side in their fitness battle. Buy Kellogg's Special K Cereal Bars Strawberry .88oz at Walmart.com Kellogg and Nestle Cereal Branding 18 Dec 2011 Children Ceral Market : Cocoa Krispies VS Chocapic. The organic side is strongly emphasized through the dominant green colour to reinforce the well-balanced argument. Nestle Fitness targets women who are trying to meet fitness and body type goals.

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