Kellogg’s Eggo Waffles Callie Luba, Dylan Kavanagh, Ryan Deer, Kan Xu

HISTORY Previously called “Froffles” Previously called “Froffles” Started In 1953 by the Dorsa brothers in San Jose, California Started In 1953 by the Dorsa brothers in San Jose, California Unique because no waffle iron needed Unique because no waffle iron needed Expanded waffle varieties such as Strawberry Strudel, French Toaster Sticks, Granola Chocolate Chip, and whole grain Expanded waffle varieties such as Strawberry Strudel, French Toaster Sticks, Granola Chocolate Chip, and whole grain June 2009, had 73% share of frozen waffle market in U.S. June 2009, had 73% share of frozen waffle market in U.S.

Competitors Aunt Jemima waffles by Pinnacle Foods Aunt Jemima waffles by Pinnacle Foods Poptarts and Toaster Strudel Poptarts and Toaster Strudel Various cereals and cereal bars Various cereals and cereal bars Jimmy Dean breakfast Sandwiches Jimmy Dean breakfast Sandwiches Van’s Natural Foods Waffles Van’s Natural Foods Waffles

Revamp Brand Image Slogan has always focused around “Leggo my Eggo” Slogan has always focused around “Leggo my Eggo” 2009 Waffle Shortage 2009 Waffle Shortage Generate new excitement for brand after recent stagnant sales Generate new excitement for brand after recent stagnant sales Reinforce company reliability Reinforce company reliability

“Enjoy. Share. Leggo.” Family oriented Family oriented To go off of original “Leggo my Eggo” To go off of original “Leggo my Eggo” No more fighting, enough to go around No more fighting, enough to go around Goes with newest products that offer breakable sticks Goes with newest products that offer breakable sticks

Market Segmentation Geographics- capture larger share of current U.S. market Geographics- capture larger share of current U.S. market Demographics- middle class families (primary) and young professionals (secondary) Demographics- middle class families (primary) and young professionals (secondary) Psychographics- busy lifestyle but still wanting a sit- down meal Psychographics- busy lifestyle but still wanting a sit- down meal Behavioral traits- family oriented and multitasking Behavioral traits- family oriented and multitasking

Targeting and Positioning Well known household name Well known household name Strong brand image Strong brand image Expanded product offerings Expanded product offerings Options for all different taste preferences Options for all different taste preferences Positioning statement Positioning statement To busy families and young professionals who still value sitting down for a hot breakfast with family and friends, Eggo Waffles are the nutritious choice that is still quick and affordable having been a trusted brand since 1953 To busy families and young professionals who still value sitting down for a hot breakfast with family and friends, Eggo Waffles are the nutritious choice that is still quick and affordable having been a trusted brand since 1953

Advertising Print ads Print ads Low effort route should be taken Low effort route should be taken Peripheral processing Peripheral processing People, Food Network, Good Housekeeping magazines People, Food Network, Good Housekeeping magazines

Advertising Television commercials Television commercials ABC, NBC, CBS, FOX as media vehicles focusing on morning shows and primetime television ABC, NBC, CBS, FOX as media vehicles focusing on morning shows and primetime television Pulsing schedule with more focus on continuous pattern and increased playing during school year Pulsing schedule with more focus on continuous pattern and increased playing during school year Commercial emphasis on family members sharing the different flavors and ways to enjoy Eggos together Commercial emphasis on family members sharing the different flavors and ways to enjoy Eggos together Young professionals enjoying Eggos in a corporate setting Young professionals enjoying Eggos in a corporate setting

PR/Publicity Bring about understanding and acceptance in relation to 2009 shortage Bring about understanding and acceptance in relation to 2009 shortage Involvement in local communities by donating to food shelters Involvement in local communities by donating to food shelters Training program for inspection policies and procedures offered to smaller companies Training program for inspection policies and procedures offered to smaller companies “Launch Event” to generate buzz about new brand direction “Launch Event” to generate buzz about new brand direction

Launch Event NYC to reveal new slogan NYC to reveal new slogan Winners of recipe contest announced Winners of recipe contest announced Samples provided/ product offerings Samples provided/ product offerings Top chef Eggo cook off Top chef Eggo cook off Possible television coverage (Today Show, Good Morning America) Possible television coverage (Today Show, Good Morning America)

Sales Promotion/Interactive Marketing Coupons Coupons Share with friends or family through rewards app or other social media outlets Share with friends or family through rewards app or other social media outlets Buy one, get one free (friend can redeem) Buy one, get one free (friend can redeem) Sampling Sampling Winning recipe contest selected to be featured in local grocery store Winning recipe contest selected to be featured in local grocery store Other sampling expanded to streets to showcase convenience Other sampling expanded to streets to showcase convenience

Interactive Marketing Social media Social media Twitter page specifically for Eggo Waffle Twitter page specifically for Eggo Waffle **Forbes magazine – Twitter followers as opposed to Facebook fans are more likely to buy from brands they follow (37% vs. 21%) and recommend brands to friends (33% vs. 21%) **Forbes magazine – Twitter followers as opposed to Facebook fans are more likely to buy from brands they follow (37% vs. 21%) and recommend brands to friends (33% vs. 21%) Create Mobile App for Loyalty Program Create Mobile App for Loyalty Program Current Loyalty Program lacks an interactive element Current Loyalty Program lacks an interactive element Leverage other Kelloggs brands Leverage other Kelloggs brands

Thank you!