Target Markets of Kellogg’s and Pringles
Kids dream about getting up fast in the morning to enjoy their most beloved and delicious breakfast from Kellogg’s brands from all now, it is time to discuss Kellogg’sver over the world. The company owns popular brands such as Eggo, Kashi, Pure Organic, Toasted, etc. that suggest cereals, crackers, snack bars, toaster pastries, and a huge number of warm breakfast and launch species. You will ask, “Are They Also for Dinner,” we will say, “Why Not?”. Kellogg’s company recently bought a brand that became one of the people’s most favorite potato-based chips: that’s your beloved Pringles. Let’s explore the target markets of the brands that played a vital role in succeeding.
Let’s get acquainted with one of the recent campaign examples of Pringles.
Pringles launched a new campaign in India. It was about celebrating Valentine’s day for single status people. The campaign was named as #SingleAsaPringle. The campaign encouraged people who are not distracted from their single status.
However, as the enterprise started to expand and reach the foremost goal, it became a trend on social platforms like Instagram and Facebook.
The networks were full of hashtags and images with Pringles chips, where the users were displaying their pride and confidence in being single but with Pringles on Valentine.
The company also launched to share memes and animations with the chips as you see in the commercial. The campaign resulted in having an enhanced level of brand awareness and a higher score of social media followers.
Let’s move on and discuss the communication strategy of Pringles.
Pringles are potato-based chips that are loved by thousands of people in the world. It makes people addicted by virtue of its taste where one can find the mix of their favorite flavor like BBQ, Cheddar cheese, spicy sous, onion, pizza, etc. with salt.
As the actual taste is more than mouthwatering and compelling, Pringles claims that “Once you pop, you can’t stop.” This is a proven statement because one can control their first bite of chips but not the second or third. It will appeal so that one will be unable to resist the desire to get more of the product.
Recently, Pringles shared a newness in terms of eating the chips in a flavorful way. It was about selecting a piece of chips from different tastes and mixing them up. This unique type of indulging the chips became famous and proved one more time the slogan statement during the Super Bowl, where the company generated high sales of chips.
Now let’s discuss market segmentation of Pringles.
Let’s look at the commercial example to find out the target segment of Pringles.
You see, a young woman and a kid in the semi-funny advertisement scene. The little boy was painting his father with different colors of pen, while his mother was enjoying crispy Pringles chips. As it was a new wavy taste of potato-based chips, the young lady claimed that they are not really Pringles.
Moreover, she commented on the boy’s weakly drawn picture of daddy that it does not look like him as the newness of Pringles does not. Nevertheless, the little kid contradicted, stating that “No, it looks like.”
The overall commercial was about to transmit the idea of parenting, which includes the enjoyment and endeavor of the delicious and differentiating taste of potato-based crispy chips. Furthermore, her joyous and adventurous face resembles the lady’s breathtaking attitude to the newness and challenges. These features guide me to think that the target audience of Pringles are Sharers.
Who are Sharers? What do we know about them?
Values and Beliefs
Sharers belong to the group of people who are ambitious, self-conscience, risky, and change advert. They appreciate every moment of life that gives them a sense of joy and happiness. It is more than essential to them to keep their homes and families nice and cozy. Well-arrangement is their priority if something relates to their personality.
Career and professional advancement are from their priority list because they value the power of money. Besides, the reputation of standing out is also vital. Spending their days with exhilaration with family members is a must because it is the only place they feel fully relaxed. Taking care of their outfit in terms of doing sport for maintaining good shape and health and wearing fashionable is necessary persuasion.
Attitude to Shopping
Sharers are one of the early brand adopters who like to be trendy and obtain the latest things. They always seek for newness in their favorite brands. The target segment enjoys going through shopping malls and explore things they have not seen so far.
Even though Sharers experience medium-level financial positions, they opt for premium brands, as they prefer quality above quantity. The target segment is usually attentive to discounts or special offers, where they display high interest in purchasing items they desired before.
Other Interesting Facts
- Whenever Sharers have an opportunity to go somewhere or spend time with, they are fond of their family members.
- They do not travel much but get excited about visiting light, entertaining places like bars, cafes, fast food chains, etc.
- Eating healthy is a primary point; thus, Sharers are used to cooking meals from organic and environmentally healthy food.
16 Personalities (Which one is for your business?)
Worldwide famous brands have a complex reasoning behind their success. In the lines of that reason, target segmentation occupies one of the most important roles. Hard to imagine a company nowadays that flourishes while being product-centered.
Customer-oriented businesses always know that their business serves a certain segment of a population. In the case of Kellog’s and Pringles, that segment is the Sharers.
Sharers are known for their love of finding enjoyment in every moment in life. They think of themselves as adventurous and want to live a life full with challenges, risks, novelty and changes.
Spending a lot of time in and around the home is typical for them, as they love to take care of their surroundings.
Kellog’s and Pringles enjoy the trust and loyalty of customers, and it is because they combined their products’ value with targeting the perfect segment of Sharers.
Product offerings of companies differ in their origin, so their segmentation strategies do. Our e-book 16 Personalities includes detailed information on all types of segments, their attitudes, shopping behavior, and preferences in life. Want to achieve more with your business or just explore more on different segments? Then our e-book is for you!
Now, it time to discuss Kellogg’s campaign example.
One of the latest and kindest campaigns you have ever heard about… is Kellogg’s “Better Days.”
Kellogg’s is one of the early investors in the “No Kid Hungry” project. The company’s goal is to make sure millions of people do not suffer from hunger and receive enough nourishment to go to school and have a fresh mind.
They invested in school equipment that would allow for taking breakfasts in classrooms or before the bell rings. More than 1.1 billion meal servings are being served to children to make sure many kids start their day with breakfast. They hope to expand these numbers very soon.
This campaign was destined to not only raise brand awareness but also to support school education. The achievement of career goals and future career success as a whole highly depends on what pre-mature children feed with. Kellogg’s are the best choice for them that reflects on all of the discussed points.
It’s time to discuss the communications strategy of Kellogg’s
How do you think one can make today great? What are the prior points one needs to give much attention to? Let’s discuss the slogan of Kellogg’s together.
It is more than essential to great days, where one can find happiness, joy, and fun while remembering. But, do you think every “great day” starts with a “great morning”?
Kellogg proposes a way for having a perfect morning; thus, it also provides us with a great day due to its flavorful, warm, and nutritious breakfasts. What ingredients do they contain?
They have different flavors of fruits and sweets, but there is also an opportunity to obtain your favorite taste, which you can get by merely mixing them up with your choice of a good.
Kellogg’s helps people to be joyful after using their products. They are aimed to make people’s days great as they do believe simple things evoke positive emotions among people like warm team-ups with friends or family members, the share of a delicious meal, and funny stories and talks. This is what Kellogg’s offer people to Make Today Great!
Target Markets of Kellogg’s
Let’s watch the advertisement example and discuss it below.
You see, the commercial starts with a scene at the seaside where a young boy with his mom was walking. They suddenly saw a well-known sportsman coming out of the sea. The young boy recognized him and asked for a picture.
As the sportsman became a motivator for the young boy, he started to work out hard every day. Consequently, he became one of the successful sportsmen and thanked mom for encouragement and care in terms of nourishment. Kellogg’s products are full of nutrition and protein that helped the boy during sport and growth.
The boy aimed to discover a new field for him and master it—implicitly, effective hard-working resulted in successful outcomes. Attentively taking care of a healthy daily meal was an important facet as well. What do you think these characteristics tell us about the target segment of Kellogg’s?
They guide us to believe that the target customers that Kellogg’s has opted for are Conscious Progressives.
Who are Conscious Progressives?
Values and Beliefs
The target segment belongs to a group of people who are outstanding with their intellectual capacity and creativity. They are rational and curious people who always seek to discover new fields. New information is a course of excitement to them, which is also considered as a source for making proper decisions.
Conscious Progressives value education and job. They believe one can really succeed by having a university degree and sophisticated work. Career advancement is more than vital to them, where they can feel fully developed and contributed to the company they work at.
Conscious Progressives value deep friends whom they can trust and sincere long talks. However, this does not prevent them from getting acquainted with new people or starting new relationships. They are socially active people who seek peculiarity in every facet of their life. Even though they are not aimed to stand out from the crowd only to show their uniqueness but for their self-esteem to feel proud of themselves.
Shopping Preferences
Conscious Progressives prefer quality over quantity. Quality is more vital to them than the designation or shape ad image of a product. They are much more interested in what is inside. The target segment appreciated trendiness and style, but only if it is from their thinking and understanding sphere. Unconscious decisions are not from their favorite list, mainly for choosing clothes, accessories, or a product as a whole.
Other Interesting Facts
- Conscious Progressives like to launch intellectual debates with someone who is rational and objective. They are quite concerned and interested in social and political issues, where they frequently reveal their point of view.
- Loyal and long relationships are for this target segment, where they prefer like-minded partners or at least who accept and respect their principals of perception and who they are.
- The most frequent radio listeners and Internet users are Conscious Progressives. Even though they are busy with something else, they always listen to Radio and consider the Internet to acquire information.
To sum up, we explored and showed one of the most demanded points about Pringles potato-based chips and Kellogg’s finest crispy products. We hope this was a useful topic where you found targeting and communication strategies of the brands and one of the effectively applied campaigns. For more similar posts, check out the main page of our Website.
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