SITUATION ANALYSIS
MAD3003 ADVERTISING DESIGN PROJECT 1
Name : Siti Diana Binti Mohd Zaihan ID Num : 1141328733
Program : Bachelor (Hons) Advertising Design CHAPTER 1 – PROJECT OVERVIEW
1. Introduction
Weetabix Company produces breakfast cereals. Weetabix offers its products online, as well as through retailers. Weetabix formerly known as Van Brode Milling Company, Inc, and changed its name to The Weetabix in December 1981. It was founder in 1945 and is based in Marlborough, Massachusetts. In operated as subsidiary of Weetabix Limited.
Adults need to eat breakfast each day to perform their best and kids need it even more to refuel their growing bodies and developing brains. That is why The Weetabix provides simply the most important meal of the day and makes it easier to grab and go
During a busy morning, it is easy to let breakfast fall low in your list of priorities but taking just a few minutes to have something to eat can really make a difference to your day. IF you do not have time to prepare anything or time to eat before leaving the house, The Weetabix have lots of breakfast on the go and you can have even on the busier day.
2. Problem statement and issues
Everyday million of people get addicted to junk food. These are people who do not have enough time to cook or those who find it affordable to eat in fast food places because of the low prices. The junk food can be classified to few categories snacks, fast food food and soft drinks.
3. 4. Objectives and Aims
1.3.1 Objectives
• Make a campaign about ‘Pick a healthy habit, Pick a Weetabix’
• Give a talk about how important is breakfast on our daily life
• Giving free Weetabix during school or event
1.3.2 Aims
• Arranging competition or contest together with Ministry of health to promote the product
• To inspire people about living in healthy lifestyle
• To increase the popularity of the product world wide CHAPTER 2 – BRANDS
2.1 The Brand
In 1926, a new rival appeared on the market and launched by the Grain Products Company called WeetaBix this cereal essentially added malt and sugar to the basic Granose formula to produce a new and quickly sweetened flaked biscuit. Weetabix remained one of Australia’s most popular cereals into the next century.
Weetabix Food Company is the second largest branded manufacturer of cereal bars in the United Kingdom. Based in Northamptonshire, UK. Its family of brand includes Weetabix, Alpen, Ready brek, Weetos, Oatibix and Alpen cereal bars. The Weetabic brand has been manufactured and sold in the UK since 1932, today it is the UK’s number one selling, most trusted and most recommended cereal and is one of the Britain’s most iconic brands.
The mills at Burton Latimer export to more than 80 countries around the world and for the Weetabix brand all of the wheat is grown within 50 miles of the sites.
2.2 Brand Image and Implications
Weetabix’s total turnover in 2014 was £352m down 4pc on the previous year. Profit before tax was was £109m, down nearly 7pc. The director of Weetabix said, “2014 was a year of significant upheaval in the UK cereal market. This made life very difficult for us.”
The directors of Weetabix said: “2014 was a year of significant upheaval in the UK cereal market. This made life very difficult for us as a business.” 2.3 Strengths and Weaknesses
Strengths Weaknesses • Long standing well-known • Creative failure in designing brand with UK consumers overall image
• Nutritious • Poor liquidity
• Healthy – High Fiber – Low • Poor management which leads to Fat- Low sugar – Organic quality issues
• Vertically integrated supply chain
Table 1.0: Strengths and Weaknesses
2.4 Advantages and Disadvantages
Advantages Disadvantages • Healthy will keep you going • You cannot eat them dry from the pocket • A great cereal for the family
• A low fat healthy alternative for breakfast
• Quick and Easy
Table 1.1: Advantages and Disadvantages
2.5 Unique Selling Proposition
Your quick, Easy and Deliciously
- Where it is quick to have, easy to eat and it tastes good 2.6 Promotional History and Advertising Schedule
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Figure 1.0: Weetabix ‘Incredible Inside’
Weetabix ‘Incredible Inside’ by Bartle Bogie Hegarhy
- June 10, 2015
- Weetabix has launched a 10million above-the-line campaign advertising all of its cereals
Figure 1.1: Weetabix ‘Weetabuddie’ Weetabix ‘Weetabuddie’ by Bartle Bogie Hegarhy
- January 06, 2015
Figure 1.2: Weetabix ‘Dad’s day out’
Weetabix ‘dad’s day out’ by Bartle Bogie Hegarhy
- April 12, 2012
- Bartle Bogie Hegarhy is launching a TV spot for Weetabix Golden Syrup
Figure 1.3: Weetabix ‘Weetakid’
Weetabix ‘Weetakid’ by Bartle Bogie Hegarhy
- October 12, 2011
- BBH and Weetabix have launched ‘Weetakid and augmented reality adventure game
Figure 1.4: Weetabix ‘Fuel For Big Days’ Weetabix ‘fuel for big days’ by Bartle Bogie Hegarhy
- July 18, 2011
- Weetabix repositions itself as ideal start for dealing with a busy day
Figure 1.5: Weetabix ‘Happy Breakfast’
Weetabix ‘happy breakfast by WCRS
- July 28, 2010
- Weetabix has launched the follow up to its Cannes Lions Winning ‘Steeplaces’ ad with a new 30 second spot featuring marathon runners
Figure 1.6: Weetabix ‘Inside Your Search’
Weetabix ‘inside your search’ by WCRS
- November 28, 2009
- Breakfast cereal Weetabix is going digital in the latest work by WCRS, which shows the mechanics behind a search engine
2.7 Positioning statement
It can be hard to find a breakfast cereal that is suited for the whole family. Thus, with close inspection Weetabix seems to pick all the right box CHAPTER 3 – COMPANY
3.1 Company Overview
Weetabix Food Company is the second largest branded manufacturer of cereal bars in the United Kingdom. Based in Northamptonshire, UK. Its family of brand includes Weetabix, Alpen, Ready brek, Weetos, Oatibix and Alpen cereal bars. The Weetabic brand has been manufactured and sold in the UK since 1932, today it is the UK’s number one selling, most trusted and most recommended cereal and is one of the Britain’s most iconic brands.
The mills at Burton Latimer export to more than 80 countries around the world and for the Weetabix brand all of the wheat is grown within 50 miles of the sites.
3.2 Business Description
Weetabix has strong manufacturing operations in the United Stares and Canada and exports to a variety of countries, including much of Europe. While slugging it out for the market share against Kellogg’s and Nestle, Weetabix has managed to establish clear leadership in a limited number of cereal segments. Weetabix flagship product is renowned Weetabix branded cereal a pressed wheat biscuit designed to turn to mush in milk making it a favorite food choice across generations. Weetabix has also been pioneer of the muesli market; under it is popular Alpen brand, originally launched in 1971. Weetabix is the market leader in the instant hot cereal category as well. Other brands in the Weetabix portfolio include Weetos and Natures’s choice granola bars. In addition to it is small branded range; Weetabix has built private label operation through subsidiaries Ryecroft foods in the United Kingdom and Northern Golden Foods in Canada, as well as at it is U.S production facility in Clinton, Massachusetts. Weetabix also operates it is own packaging subsidiary. Vibixa Limited, supporting it is own products as well as it is private label production. 3.3 Company History
From their beginnings in 1932 when Bennison Osbourne and Malcolm MacFarlane founded the British and African Cereal Co Ltd through to the Weetabix Food Company.
1898: Edward Halsey founds Sanitarium Health Food Company in Melbourne, Australia, and begins producing cereals, including flaked wheat brand Granose.
1926: The Grain Company, linked to the Seventh Day Adventist church, launches a new sweetened wheat cereal, Weet-Bix, in Australia.
1928: Sanitarium acquires Grain Company and the Weet-Bix brand.
1932: Three Seventh Day Adventists from South Africa arrive in England and form Weetabix Limited to produce and sell a U.K. version of Weet-Bix, and later enter production agreement with American Cereals Company in the United States.
1941: David Brody acquires American Cereals and changes its name to Van Brode Cereals.
1947: The George family acquires control of Weetabix Limited, and ends agreement with Van Brode.
1959: The first Weetabix television campaign is launched.
1967: Weetabix begins importing to Canada.
1971: The Company launches Alpen-branded muesli cereal.
1975: A Canadian subsidiary is formed.
1978: The Canadian subsidiary builds a production facility.
1981: The Company acquires the Van Brode Milling Company to enter the U.S. private label business and extend branded sales into the United States.
1986: The Company acquires Barbara's Bakery in California and its Nature's Choice brand.
1990: The Company acquires Ready Brek instant hot breakfast cereal. 1997: The Company acquires Ryecroft Foods in England to boost private-label production.
2000: After the launch of its new advertising campaign, Weetabix becomes the top- selling cereal brand in the United Kingdom.
2003: The Company launches new products including Weetabix Crrrunch, Alpen cereal bars, and Mini-Bix.
3.4 Key People
CEO: Giles Turrel (Oct 18, 2011-)
Founded: 1932
Parents Organization: Lion Capital LLP
Founders: Malcolm MacFarlane, Bannison Osborne
3.5 Location and Subsidiaries
United Kingdom only:
Freepost RTJX-CZGH-ZLYK
Weetabix Consumer Services (W)
PO Box 5
Burton Latimer, Kettering
From outside UK:
Weetabix Consumer Services
Station Road
Burton Latimer, Kettering 3.6 Brands, Major Products and Services
Weetabix is a whole grain wheat breakfast produced by Weetabix Limited. It comes in the form of palm sized and rounder rectangle-shaped biscuits. Variants include organic and Weetabix Minis.
Organic – Are cold in various countries
Weetabix Chocolate – A chocolate powder infused version of the original Weetabix
Weetabix Chocolate Spoonsize – A smaller sized Weetabix biscuit with cocoa and chocolate strips
Weetabix Baked with Golden Syrup – A sweetener form of the Weetabix biscuit, which is baked with golden syrup
Weetabix Banana – A banana flavored version of Weetabix
Weetabix Protein – A version with added wheat gluten protein granules
3.7 Corporate Vision
- To delight consumers with nutritious, great tasting breakfast food and snacks produced with passion and excellence
3.8 Corporate Mission
- To delighting consumers with product that they are proud of in terms of quality, nutrition and production
- To stay true to those principles has been a key part of the company’s success with consumers, suppliers, customers and employees 3.9 Company’s Current Promotional Strategy
Weetabix has embarked on a new television advertising campaign in the UK to support the release of its high-in-protein breakfast cereal, as part of a £2.2 million investment from the brand.
The campaign is aimed at maximizing reach and driving awareness of the latest product in Weetabix’s portfolio, intending to reach 81% of the target audience at least once with an additional reach of 54% of target consumers up to three times.
“The advertising campaign is just another part of our commitment to the new product and a way of telling consumers we’ve made it simpler to get a high protein, tasty and nutritious breakfast that helps keep them powered throughout the morning.”
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Figure 1.7: Weetabix Protein 3.10 Product Sales’ History
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Figure 1.8: Sales’ History
3.11 Current Marketing Objective
Current Mission Statement
To produce products of a consistently high quality and to be the brand leader in the sector of the market in which we operate. Weetabix main objective is to be their customer’s preferred supplier.
New Mission Statement
To strive to be the leader by producing products of a consistently high quality as well as developing a series of products which fulfill every needs of their customers.
3.12 Media Expenditure
One of the approaches used by Weetabix is Facebook. They updated all their activities, events and new products. Through the updates they can keep track about the their customers information and positive and negative feedback about their products. This shows the interaction between the company and customers is occurred. CHAPTER 4 – CONSUMERS AND STAKEHOLDERS
4.1 Consumers’ Characteristics
4.1.1 Current Consumers’ Characteristics.
Demographic
- Family cereals for all ages: Aims at everyone (young, middle ages and old)
- Target all income: Lower income can be found in pound should retailers
- Differentiated targeting: Consumers aged between 25-54 years old and consumers living in household with children are more likely to eat breakfast on daily basis
- Ethnicity: All ethnics
- Geographical: All around the world (e.g.: USA, UK, Middle East)
Psychographic
Health-conscious consumers
- Consumers who have awareness of the healthiness of their diet and lifestyle
Time-constraint consumers
- Consumers who are living busy schedules and have no time to sit down and eat proper meals
Believers
- Customers who are loyal to Weetabix
4.1.2 Stakeholders’ Characteristics
Primary – Top Manager, Shareholder, Marketing Strategic Client, Strategic Partner
Secondary – Client, Competitor, Vendor, Association, Media CHAPTER 5 – INDUSTRY AND THE MARKET PLACE
5.1 The Industry
5.1.1 Definition
Food Manufacturer Weetabix is alert to the threat that tree disease poses to wheat farmers.
Our Head of Quality and Compliance, Keith Turnbull, discusses the role cereal makers have in conservation and protection with the Daily Telegraph, and how Weetabix’s new protocol will ensure a more sustainable supply chain for the industry.
5.1.2 Shape of Industry
Weetabix does not look like your average breakfast cereal. That is because it is unique shape is the perfect portion packed with wholesome wholegrain goodness making it a great breakfast choice as part of healthy diet and lifestyle. The whole grain wheat in Weetabix provides plenty of carbohydrates. Provides energy to the body as part of a healthy diet and lifestyle. Carbohydrates contribute to the maintenance of normal brain function as part of a healthy diet. The beneficial effect is obtained with a daily intake of carbohydrates from all sources.
Weetabix cereal is very energetic, contains all essential nutrients Vitamin E and many good sources to keep fit throughout the day. It is not only targeted to children but for adults as well. In addition to, many people are facing this severe problem of diabetes and this could be a good idea of breakfast for them as it is high of fibers and contains very low rate of sugar. Low-income earners argued that it is a good cereal but a bit expensive for them to have it at a regular basis both of them and their children as well. 5.1.3 Development of The Industry
In the 1860s the Wallis family took over the operation and John and Thomas Wallis are listed as operating flour, chicory and mustard mills. As well as being it is manages, he played an important part in the life of the town. The historic moment arrived in 1932 when four South Africans named Scutton, Vermass, Whitworths and Osborne rented the mill from the Cereal Company to market a product called Weetabix, which hey had been selling successfully in South Africa, Australia and New Zealand. However, the venture failed and within a year. The rise of Weetabix began, in 1930s the staff employed at the site grew from less than forty to nearly one hundred and the expansion continued after the Second World War. The company developed it is own transport fleet and even a private bus service to bring in workers from the surrounding district.
The stable the company and the products grew as new lines like the muesli product ‘Alpen’ were regularly introduced to the market. Further product launches like Weetaflakes and farmhouse Bran. The company expanded rapidly and so did it is site. From it is earliest days, the company developed and maintained a high profile through merchandising. Coupons could be saved and redeemed for a whole range of goods bearing the Weetabix brand. 5.2 The Marketplace
5.2.1 Current Condition of the Marketplace
The current market of breakfast cereal is full of competition, product innovation, changing consumer preferences and increasing consumer health concerns. Breakfast cereals, especially those loaded with sugar, are losing market share to a whole host of competitors’ example as yogurt, breakfast bars and even fast food.
5.2.2 Current Condition of the Market Needs
According to research, really took off in the 50’s with the birth of baby boomers. Breakfast cereal represented the breakfast of Americans but in the mid 60‘s however the market began the change. Mothers began to work and families start to eat breakfast together became more and more unusual. People start to focus to make a quicker solution for breakfast. Breakfast behavior has also changed, especially among those in the younger demographic. They are the ones most likely to eat cereal but they are looking for food that is convenient such as breakfast bars or even fast food. They snack; they do not sit to eat.
5.2.3 Changes in Market place
With the current trend, comes in positive and negative feedbacks from customers about their products. The good side of the breakfast products are when we can grab and go even in our busy day. Breakfast cereal is not only meant for adults but is for all ages. CHAPTER 6 – COMPETITIVE SITUATION
6.1 – Direct Competitors
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Figure 1.9: Kellogg’s
- Kellogg started with only 44 employees in Battle Creek, Michigan in 1906
- Founder, W.K. Kellogg had a strong commitment to nutrition, health and quality
- With 2009 sales of nearly $13million, Kellogg Company is the world’s leading producer of cereal and a leading cookies, crackers, toaster pastries, cereal bars, fruit flavored snacks, frozen waffles and veggie foods
- USP: One of the oldest cereal brand
- Price range: Around $10 and above 6.2 – Indirect Competitors
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Figure 2.0: Nature Valley
- General Mills introduced Nature Valley, the granola brand in 1975
- The brand extension was created in order for General Mills to attract consumers seeking healthier options
- USP: We love nature and having fun on it
- Price range: $5 and above CHAPTER 7 – RESEARCH
7.1 - Marketplace Research
Weetabix is not a well known product in Malaysia since it is hard to find in a normal supermarket. It can only can get at the supermarket where only people is on the go and people living in high class world.
Figure 2.1: Weetabix
7.2 - Market Observation
People who is on the go and health conscious who is usually buying the product since it is a bar which, people can eat it like a snack with to have a bowl 7.3 – Online Survey
Survey has been done by 50 respondents
(a)
Figure 2.2: Age
The age groups are classified into four categories. The range between 18-25 was the largest age group of the respondents, which consists of 19 (38%) respondents. Secondly, the age group of 36-45 is the second largest age group of the respondents of 13 (26%). Last but not least, the age between 26-35 and 46-55 share the same respondents 9 (18%).
(b)
Figure 2.3: Gender Figure 2.3 reveals the demographic frequency of respondent’s gender. From the survey that had been carried out, 26 out of the 50 respondents (52%) who completed the questionnaire were male and 24 out of 50 respondents (48%) were female.
(c)
Figure 2.4: Eat cereal bar
From the pie chart above, we can see that 17 out of 50 respondents (34%) eat cereal bar in on diet. The second largest is 14 (28%) because it is easy to eat. Thirdly, is people who did not have time 10 (20%) and lat but not least is people who is on the go 9 (18%).
(d)
Figure 2.5: How often do you eat cereal bar
Figure 2.5 shows that respondents almost everyday eat cereal bar which consists 22 (44%). The next one is who is seldom to eat cereal bar consists 16 (32%). Lastly, only 12 out of 50 respondents (24%) eat cereal bar evert morning. (e)
Figure 2.6: Influences the choice you make when buying cereal bar
From the pie chart above, 24 respondents (48%) buying cereal bar because of affordability. 15 respondents (30%) because of popularity. 7 respondents (14%) are more to health. Moreover, 4 respondents (8%) buying the cereal bar because other matters.
(e)
Figure 2.7: Nutritional information printed
Figure 1.6 shows that 28 out of 50 respondents (56%) did not read the nutritional information printed on the box. 22 respondents (44%) read the nutritional information printed on the box before purchasing. (f)
Figure 2.8: Enjoy snacking on your cereal bar
Figure 2.8 shows that 33 out of 50 respondents (53%) enjoy snacking on their cereal bar. 21 respondents (42%) did not enjoy snacking on their cereal bar.
(g)
Figure 2.9: Crunchy or smooth
Figure 2.9 shows that 33 out of 50 respondents (66%) prefer their cereal bar crunchy. 17 respondents (34%) prefer their cereal bar smooth. (h)
Figure 3.0: In a need or space for more cereal on the go
Figure 3.0 shows that 21 out of 50 respondents (42%) they think maybe need or space for more on the go options in the market. 15 respondents (30%) responded no for more options in the market. Lastly, 14 respondents (28%) think yes more options in the market.
(h)
Figure 3.1: Type of cereal bar do you usually go for
From the pie chart above, we can see that 28 out 50 respondents (56%) prefer whole type of cereal bar. 10 out of 50 respondents (20%) prefer flavoured type of cereal bar. Thirdly, 18% of the respondents prefer to eat sugar coated cereal bar. Last but not least 6 out of 50 respondents prefer plain. (i)
Figure 3.1: Loyal to food brands
From the pie chart above, we can see that 23 out 50 respondents (46%) always buy what they want or what is available rather that just using certain brands. 17 out of 50 respondents (34%) usually stick to same brand but willing to try others. Last but not least 10 out of 50 respondents bought from one brand and will always stay with them.
(j)
Figure 3.1: Influenced by advertising
From the pie chart above, we can see that 22 out 50 respondents (44%) think adverts influence them to buy regularly. 14 out of 50 respondents (28%)buy the majority of products based on adverts. 8 out of respondents influenced by some adverts. Last but not least 6 out of 50 respondents not influenced at all. CHAPTER 8 – SWOT ANALYSIS
8.1 – Strengths
- Long standing well-known brand with UK consumers
- Nutritious (healthy - high fibre - low fat - low sugar - organic)
- Strong portfolio
- Vertically integrated supply chain
8.2 – Weaknesses
- Creativity failure in designing overall image
- Poor liquidity
- Poor management which lead to quality issues
8.3 – Opportunities
- An increase in consumers’s awareness of healthy food
- Growing organic foods market
- Technology development (eg: nutrition could be added into the cereal)
8.4 – Threats
- Intense competition
- Climate change of weather
- A growing percentage of consumers are skipping healthy food entirely
- Price sensitive buyers CHAPTER 9 – STRATEGIC TARGET AUDIENCE
9.1 – Demographic
• Age - 18 - 55 years old
• Gender - Male and Female
• Occupation - Students and Working adults
• Income Range - Below RM500 – RM10000
• Race/Ethnicity - All races
• Geographical Location - Urban areas
9.2 – Psychographic
• Perception - Confident and Positive
• Learning - Visual and Advertisement
• Motivation and Needs - Performance and Self-improvement
• Attitude and Personality - Confidence and Active • Lifestyle - Active and Sportsmanship
9.3 – Creative proposition
The purposed of this research is to get people know about cereal bar is not only for breakfast but it can be a habit snacking for you to feel healthy
9.4 – Big idea
Portable
- Portable related to Weetabix
- Weetabix is known for their high grain goods. Society understand when quality food comes in a dine-in concepts which they don't know Weetabix do offer the same goods
- A cereal that an be easily eat anywhere and anytime
Pick a healthy habit, Pick a Weetabix (Tagline)
- The Weetabix bars are not just high in fibre but low in sugar and free from artificial colours and preservatives
- A simps snack concepts that you can feel great about popping them in your little snackers
- Make it as your everyday important (eg: phone, wallet, watch and easy to pop in your meal box
- A grab and go snacks for every occasions
Bring me everywhere for all occasions (concept)
- Portraying all kinds of activities from essential to extreme - People know they gonna be needing food and Weetabix is the good choice for all those activities CHAPTER 10 – PRECEDENT STUDIES
10.1 – Print Ads
The picture below shows on how Weetabix should be portrayed as the concept is share moments
Figure 3.2: Print Ads
10.2 – Website
The pictures below shows on how new Weetabix website will looks like to promote the brand again
Figure 3.2: Print Ads 10.3 – Environmental Media
The pictures below shows on how to promote Weetabix and share moments by creating something like home where you can bring it everywhere
Figure 3.3: 3D Booth
10.4 – Television Commercial
This video will portrayed on how Weetabix can share moments by only eating weetabix itself
Figure 3.4 : TVC REFERENCES
[1] Advertising, W., & Campaigns, M. (2017). campaigns and videos, 10, 1–6. [2] In, C., & Al, M. (2011). Page 1 of 8. Advances in Consumer Research, 21(1994), 1–8. [3] Payne, N. (2017). Weetabix Localization Strategy Targets the Chinese Breakfast Market, 10, 1–2. [4] Sultana, S. (2017). FMCG case study : Weetabix targets “ mummy bloggers ” in “ Weetabuddies ” campaign Digital marketing industry case study library, 10, 1–2. [5] Up, S. (2017). Weetabix reintroduces itself, 10, 10–12. APPENDICES
1. Introduction
History - Amazing inside since 1932 - Made high quality cereals in Britain for over 80 years - Start the day with one of our delicious cereals as part of your healthy and balanced diet
Weetabix Products - Different flavors, shapes and textures - Weetabix drink on the go
2. Advertising Issues
- Nowadays people skipped their breakfast because don’t have enough time to prepared it - Lots of people do not recognize this product in the market - Lack of information
3. Objectives
- Make a campaign about ‘The importance of breakfast’ - Make a new website and include the information and new product - Giving free Weetabix during school - Arranging competition or contest together with Ministry of health to promote the product
4. Target Audience
- Parents with children