A case Study on Building a brand in order to sustain its life cycle.

1. Welcome to 32nd
Case Study
Presentation

2. TEAM MEMBERS
Foysal KabirMzidun Nessa

3. Market ResearchRequirements for
building a brand
About All-Bran
Product Life Cycle
SWOT Analysis
Promotional Activities
Topic: Building a brand in order to
sustain its life cycle.

4. LEARNING OUTCOMES
FROM THIS CASE STUDY
▪ Know what is mean by a product life cycle.
▪ Understand research is needed to identify
the best way of injecting new life into
brand/products.
▪ Explain the key components of SWOT
analysis.

5. About All-Bran
All-Bran is a high – bran, high-fiber, wheat bran breakfast cereal manufactured by
Kellogg’s and marketed as an aid to digestive health.
Course: Breakfast.
Creator: Kellogg’s
Main Ingredients: Bran
Variations: Bran Buds
Kellogg is the world’s largest producer of cereal products. One of its main brands is
“All-Bran”.

6. REQUIREMENTS FOR
BUILDING A BRAND
Brand is a unique design, sign, symbol, words, or
a combination of these, employed in creating an
image that identifies a product and differentiates it
from its competitors.
Requirements
for building
brand
Think like a customer.
Competitive analysis.
Quality and an innovative
product.
Advertising and promotions
resources.
Personnel resources.
Financial resources.

7. PRODUCT LIFE CYCLE
▪All product have a life cycle.
▪The normal stages begin with the launch of the product. It then
grows and becomes a more nature product.
▪As competition grows, the market could become full. It may
then decline and die.
▪If a product is a success a business can decide to support it to
extend its life cycle. Kellogg had to decide whether to do this
with All-Bran.

8. PRODUCT LIFE CYCLE
1. Development
2. Introduction
3. Growth
4. Maturity
5. Decline

9. SWOT ANALYSIS
SWOT
Analysis
Streangth: Is the
only learge &very
high fiber brand
in market place.
Opportunities:
Demand for more
healthy foods& the
over 55s age group
who mainly bought
were both growing
Threats: Smaller
brands are
growing. People
wanted more
tasty cereals.
Weakness: Little
promotional
activity. Market is
narrow

10. Approaches of Market
Research
Quantitative
Approach
Qualititative
Approach

11. MARKET RESEARCH
▪Kellogg’s also carried out market research
with consumers.
▪The research helped Kellogg to decide how
to market the Brand.
▪The research also helped Kellogg decide
how to promote the brand

12. IDENTIFYING THE BENEFITS
Kellogg identified which of its
existing fibre based products
offered the best present and future
prospects and decided to
concentrate on those.
Kellogg decided to develop new
‘tastier’ products under the single
All-Bran umbrella, such as Bran
Flakes Yoghurty.

13. PROMOTIONAL ACTIVITIES
 Packs clearly display both the power brand (All-
Bran) and also the product name (Bran Flakes).
 Continuously changing the fonts and color from the
old packaging along with new name and same great
taste.
 Achieve Kellogg’s carefully coordinated television
and radio advertising and in-store promotions etc.

14. Conclusion
 If a business wants to make a product’s sales grow, it
must carefully consider how to extend its life cycle.
 All-Bran is one of the strong brands of Kellogg’s which
helps to extended life cycle.
 It used careful research to decide what to do.

15. Any Question

16. THANKS YOU