Post on 17-Feb-2017
Identifying the common factor among brand, product and consumer.
Brand Product
Consumer
Understanding the issue
Cheerios Case History
Playing with the Consumer Factor in order to build a brand for the whole family.
The Product• Whole oat toasted
rings.• Usually eaten at
breakfast, adding milk and occasionally fresh fruit.
• It is a great source of protein, carbohydrates, vitamins and fiber.
The Brand• A reassuring icon
of optimism and loving care
• Mom looks after her loved ones, serving Cheerios every day to keep them healthy and well nourished.
The Consumer• Mom purchases
most household goods.
• She is always willing to meet the needs and wishes of her loved ones.
Cheerios for toddlers
Kids’ first snack
The BrandA reassuring icon of optimism and loving care
The ProductRecommended by pediatriciansEasy to grabFun rings
The ConsumerIt is good for my kids, they need it.Mom’s pride, they thank meThey can eat it by themselves, it is fun
Cheerios for youngsters
The energy they need to meet their goals
The ProductImproves physical andmental performanceQuick breakfast, always at handFun rings
The ConsumerI want my children to succeedThey have a very hectic life styleThey are kids, they need loving care and to have fun .
The BrandA reassuring icon of optimism and loving care
Cheerios for Mom
Give your kids wings, so they learn how to fly
The ProductHelps improve school performance
The ConsumerMom: If they do well at school, they will succeed in lifeKids: I want to grow up!
The BrandA reassuring icon of optimism and loving care
Cheerios for grown ups
Keeps you in shape for your loved ones
The ProductReduces cholesterolEach bowl of Cheerios is a prove of caring love
The grown up consumerIt is difficult to eat healthy every dayFamily is most important
The KidLook what I’ve learnt;I can help too
The BrandA reassuring icon of optimism and loving care