Sunday, February 10, 2008

Kellogg product and brand extensions

In recent years Kellogg has worked hard at building upon its current products and brands to retain customer attention and loyalty in a crowded marketplace. From a marketing perspective this is wise, but I question how long they can do this before they have diluted themselves?

For example, I have discussed before how Special K (originally a single cereal product) is now a sub-brand itself targeted specifically at women struggling with weight issues. There are several varieties of the cereal now, plus cereal bars and even protein waters.

All-Bran is their latest attempt using this strategy. All-Bran is at the front of consumers minds when they think of fiber cereal. Here too Kellogg has introduced a range of new cereal flavors, bars, and their latest innovation All-Bran Fiber Drink Mix in pink lemonade and iced tea flavors. Hardly cereal, but a definite tie-in to health conscious consumers. Overall the All-Bran category becomes stronger.

But it's not only brands that Kellogg is extending. The products themselves are getting reused in new ways. They have just released Kellogg's Morning Jump Starts, a breakfast kit that contains cereal (Apple Jacks, Froot Loops, Frosted Flakes, Minii-Wheats or Rice Krispies) plus some other Kellogg product (like Keebler cookies or a Pop Tart), and juice. It's supposed to be a convenient meal-in-a-box, but I question whether its cost and excessive packaging are really that attractive, except for those parents way too busy to sit their children down for breakfast. But give them points for trying. I doubt, however, that this will catch on, except perhaps in the fast food restaurant industry.

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