Kellogg’s need to not only target consumers, but the customers as well, especially in Brain Food’s case, the customer is the parents of their teenagers as they are the people who will buy their breakfast. The customer needs to know that what they are buying is healthy for their children, so Brain Foods promotes that it is whole grain and includes naturally occurring sugars. It unique selling point is that it get the teenagers to ‘start learning at 9am’, something that doesn’t usually occur. The promotions that attract the consumer are that it could turn into a ‘cool thing to eat’ and could end up being a trend, something a lot better for you than the current Red Bull. Teenage boys tend to play Xbox or Playstation in most of their spare time, so if they advertise or perhaps sponsor then they are most likely to see and be interested in it, if it is involved in Xbox or Playstation, then again it could become a cool new trend.
An example of the customers being targeted as well as the consumer is Rice Krispies, the advert is aimed at children but the idea of the product is targeted at parents. Parents will be happy about their children eating Rice Krispies as it is healthy and a good start to their day. Whereas children, who tend to watch a lot of TV, will be attracted to the advert and the three characters, there is a slogan of ‘snap crackle and pop’ that they will remember. The adverts will be put on at times that children tend to watch TV and also on channels that children watch.
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