1. Kellogg’s Nutri Grain–
Extending a Product Life Cycle
Harleen
Ankit
Tanya
Lalit
Deepak
Soham
Sundeep
Ankush

2. Salient points of the case
 Nutri-Grain conceived as a breakfast substitute cereal
 Launched in ’97 and initial success (50% of growing
cereal market in 2 years)
 Sales increase steadily till ’02
 Competition from internal and external products
 ’04 – Sales decline
 Full market, product on life support

3. Question
 Should the brand Nutri-Grain and the
products beneath it be
 Withdrawn ?
 Revitalized ?

4. Flow of models
Brand Brand
Personality Asset Positioning
Valuator

5. Brand Personality

6. Brand Personality
 Five core dimensions
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

7. Brand Personality

8. Brand Personality
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10. Brand Personality
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11. Brand Personality
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12. Brand Personality
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13. Brand Personality
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14. Brand Personality
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15. Brand Asset Valuator

16. Brand Asset Valuator
Differentiation Relevance Esteem Knowledge
Pillars of Brand Asset Valuator

17. Brand Asset Valuator
Brand Value
Current pow
l er
potentia
Growth
Brand Stature
Brand Strength
•Uniqueness • Awareness
Differentiation Knowledge
•Exceptional • Intimacy
• Importance • Quality
Relevance
Relevance Esteem
• Popularity
• Appropriateness

18. Brand Health

19. Positioning

20. Positioning
Only
Product
baked
features
product
Image Healthy
Product Class
Change to Product
dissociation and
“Healthy benefits
Convinient
& Tasty”
Positioning
USP product User
Realistic
Competition Categories
Snackers
Prioritization
Usage
All Day
occasions
Snack

21. Recommendations

22. Recommendations
 This market thrives on ability to bring in a
variety of choices.
Market
Kids Teens/ Adults
Adolescents
• More flavors • More health conscious • More fibers in the diet.
segment.
• Attractive packaging • Can be advertised as a
• More focus on healthy customized product for
• Animated shapes of
and low fat diet the age group.
cereals
offerings.
• Special gifts such as
small toys within
packs.

23. Projected Brand Personality
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24. Current Brand Value
Source:http://www.brandassetvaluator.com.au/charts/2006Results/2006Results_popup10.html

25. Thank You