Abstract
The following report will analyze the British advert for Kellogg's Bran Flakes, which is endorsed by Chris Hoy, a triple Olympic champion in Beijing in 2008 (www.kelloggs.co.uk, 2009). The aim of this report is to take this advert and make alterations to it so that it can be used in the South American country of Argentina.
This country is one of the main wheat producers worldwide (one of the main ingredients in breakfast cereals) and the number of Argentines eating breakfast has increased from 5% to 10% annually. Incomes are rising after a poor economic climate over the early years of the 21st century (the GDP per inhabitant passed from 5,448.22 USD in 2006 to 9,843.33 USD in 2009). This could offer new opportunities and corporate/economic growth for Kellogg's. Thus, this analysis will aim to ensure the building of a consistent brand image.
Firstly, we will thoroughly analyze the British advert for Kellogg's Bran Flakes. What is the target market? What messages or meanings does Kellogg's seek to convey? Why do they seek to convey these images? Then we will conduct a PEST analysis of the Argentinean political, economical, socio-cultural and technological environment. We will then look at the target market and use Hofstede's five dimensions framework.
With the knowledge we have gained, we will then be able to create a new design for Kellogg's Bran Flakes. We will be looking at which elements Kellogg's needs to keep, and which ones the corporate have to adapt? Finally, we will explore the Argentine media, enabling us to target our market effectively.
Advert analysis
The advert will be analyzed in depth in this section. We will be discussing why certain elements, texts and images were used and the meanings behind them. This way we can find out why they were selected and if they are specific for the UK or if they will have the same effect in Argentina. Thus we can start to design a new advert specifically for the Argentine market.
Text:
Brand: "Kellogg's All Bran Flakes":
▪Kellogg's brand is built up on key core brand characteristics such as quality and nutritional benefits.
▪Customers have a close relationship and emotional attachment with the Kellogg's brand, whether because of the product, or because the individual health and family wellbeing are the main concerns of the company.
▪Bran Flakes is part of the Kellogg's corporate most well-known brands due to its benefits on health. It was created in 1981.
Slogan: "Are you built on Kellogg's Bran Flakes?"
▪This rhetorical question implies that Chris Hoy has been built and shaped through the eating of Bran Flakes and challenges the reader to buy Bran Flakes if they want to be like him. The word "built" has implications of strength and power and reiterates the health aspect. In the advert Hoy is wearing his racing clothing and his stance is very similar to that of superman giving him an almost superhuman appearance.
