Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent.
As part of our series of in-depth case studies with TranslateMedia looking at major brands tackling major new markets we look at Kellogg's attempts to crack the tricky Indian market.
But are Indian consumers ready to accept breakfast cereals?
Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent.
In this article, we’ll examine what went wrong, and discover how Kelloggs recovered from its initial problems in this challenging market.
An unsuccessful first foray into India
The world’s leading producer of cereals and a major snack foods manufacturer, Kellogg’s entered the Indian market way back in 1994.
Kellogg’s is no stranger to…
When Shanghai Disney Resort opens towards the beginning of 2016, it will represent just the latest move by western companies determined to entertain and profit from China’s new middle classes.
Chinese household spending on entertainment and leisure activities rose 56% in just one year between 2010 and 2011 and the rise in entertainment spend is predicted to continue for some time. Chinese consumers, or more specifically their newfound disposable spending power, are a serious target for the film and entertainment industry now scrambling to meet their desires.
Cinemas are being hurriedly constructed and theme parks are booming as both local and foreign enterprises battle for a share of the market.
Theme parks are increasingly popular in Asia and in the last decade two of China’s theme attractions have entered the world’s top ten in terms of visitor numbers. About a third of the world’s…
What a difference a CMS makes
Wex have been a leader online camera retailer for over a decade, benefiting handsomely from the rise of eCommerce since their founding in 1997. But with over 17,000 products, a clunky interface built on brittle code and a lack of mobile responsiveness, the current site had seen better days. Starting to look outdated, and losing traffic due to Googles 'Mobbilegeddon' algorithm update, the site was in desperate need of a significant update. By working with CMS provider Episerver they were able to greatly improve the design and aesthetic whilst maintaining elements of the interface popular with customers.
The Problem
Wex's previous site was very busy, with competing calls to action and offers. The code it is built on is poorly designed and hard to maintain. This was standing in the way of the businesses goals and leads to frustrated users. Worse still, the site is not mobile responsive and there…
Lolcats to London Fashion Week: social engagement with AwesomeWall
I (Marie) worked with the team from We Make Awesome Sh a few weeks ago for an outdoor music event. Whilst I was working on social media, the Awesome Sh team were busy building the “AwesomeWall”. So much more than a bunch of hashtagged word-based tweets, the wall surfaced images from Twitter, Facebook and Instagram were uploaded and hashtagged throughout the event. To my mind this marks another step change in tools for live user engagement for brands.
I asked the team to do us a little guest blog about the story behind the technology:
It all started with a Lolcats hack
AwesomeWall was born from the internet’s love of cats. It started as a quick hack from the We Make Awesome Sh (WMAS) team back in 2011. Seizing on tech opportunities as they offer themselves up, right after the release of the Instagram API, they built …
An example of using humour in social media for B2B to build business and strengthen customer relationships
When I train people to use social media, I often have delegates complaining that it's "all very well for B2C companies, but our product is so boring, it's never going to work on social".
I'd argue that so long as your content is timely, relevant and compelling (yes I know - all those things can be a big ask), it's going to be interesting for someone. And if you manage that and can inject a dollop of humour along the way then you are onto a winner.
As a result I'm always on the look out for new case studies of B2B companies doing social media well, and if that's managed in house and on a small budget then even better.
I'm therefore delighted to share with you this guest post that my friend @LisaRobb of accounting (yes potentially…
Interview with Ollie Bath, co-founder of CloudTags
In our recent guide by Tery Spataro on integrating customer-facing digital technology into retail stores we looked at lots of examples of how retailers are planning to Wow customers with in-store digital tech. One of the most interesting technologies which combines customer engagement with linkages through to CRM and sales is CloudTags. Jill Quick, another of our Expert commentators had been telling me about the example of Made.com who had given customers at its London showroom tablets that they can use to read NFC / RFID tags to learn about each product, while giving the retailer access to data about shopper behaviour and preferences. It's one example of the Internet of Things being applied in retail today.
So, I was interested to interview Ollie Bath, the co-founder of CloudTags to find out more about the technology, how different retailers…
A case study of how Ford have embraced digital and social media
The digital landscape for the majority of sectors has witnessed a meteoric rise in the number brands. These brands come in all sizes and shapes – On one side you have the traditional brands making the steady transition to the world of digital and on the other, the start-up brand, out there to cause disruption to the sector and to offer that something a little different. And they all have the same objective - vying for our attention.
In with the old
The transformation traditional organisations are learning to wrestle with is the fact that moving to a digital future, traditional brands should not still try to control media content that impacts the brand and its perception, rather the brand should instead focus on becoming more transparent and seek to build engagement, credibility and collaboration with its user base.
A case study of…
A case study of why many companies continue to buy links
Value: [rating=4]
Our commentary:
Well, the answer to the question, as with many tricky #digitalmarketing questions, is "it depends". I prompted to write this post, to alert you to a really interesting new piece in the New York Times shows both sides of the story - the publicity has caused a penalty. It's a massive company - JC Penney - an $18 billion company, that's featured. This is a big a case of Google SPAM as when BMW were delisted from Google several years ago.
Through using paid links as their strategy JC Penney have been very successful. As the NYT puts it:
The company bested millions of sites — and not just in searches for dresses, bedding and area rugs. For months, it was consistently at or near the top in searches for “skinny jeans,” “home decor,” “comforter sets,” “furniture” and dozens of…
The high-lights and low-lights of 5 Foursquare campaigns - ClickZ
Value: [rating=4]
Our commentary: Since launching 18 months ago, Foursquare has emerged as a popular marketing platform for small businesses such as restaurants, bars, wine shops, and retailers - in this article ClickZ interviewed 5 such marketers to see what had worked and what hadn't.
It's both sobering and encouraging reading so make sure you check it out. Without much surprise the pertinent take-away: think first and commit to executing well - why?
When you're reliant on people "checking in" to help increase your brand awareness it really boils down to "why would I?" and "don't make it my problem to remember!"
Marketing implications: Foursquare campaigns are, well, campaigns. So you need to be committed and not expect magical results that last forever without you making it happen.
It has to be a part of the bricks-and-mortar operations since otherwise (as one interviewee states) "...this is…
Sharing a usability technique for reviewing content effectiveness
Value: [rating=4]
Our commentary: This is a great illustration of a standard usability technique applied to measure the effectiveness of a Content Strategy. (Sorry about the low fidelity - I was limited by the resolution within the Slideshare deck - see Slide 28 below).
This usability technique is often used as part of a focus group, but can be administered remotely by survey also.
Marketing implications: As well as reviewing copy or content quality, this is good technique to use for different page template designs, competitor benchmarking - I've seen cScape use this for comparing a site to out-of-sector companies too.
View on Slideshare: Measuring the effectiveness of content strategy…
