Special Week 2 by RVD11

STRATEGIC ADVICE REPORT

CREATIVE FROGS

P R E FA C E With great pleasure we present our report to Reluctantly Brave. We hope you will find this report both informative and inspiring. We aimed to give you a greater understanding of the work undertaken by Creative Frogs. This report is the result of the special week, organized by Fontys Academy for creative industries. Our goal was to develop a strategic advice that will create understanding on how our client can engage mums and kids in cereals. This report involves research on our client, the subject, and stakeholders. Keeping this information in mind a strategic strategy was developed. This strategic advice report is the responsibility of Creative Frogs, a team of young creatives that want to create insights, advice, and strategies for strong brands. We want to thank Rudolf Juliet for guiding us through this process. Special thanks to Reluctantly Brave for giving us the opportunity to develop our knowledge and skills. We hope you enjoy reading this report, as much as we enjoyed working on it. Tilburg 2015.

C R E AT I V E F R O G S Name: Martijn Bergmann Student Number: 2199917 E-mail: martijn.bergmann@student.fontys.nl Operating function: President Frog

Name: Hanneke Beers Student number: 2205231 E-mail: h.beers@student.fontys.nl Operating Function: Creative Frog

Name: Maartje van Gerrevink Student Number: 2207122 E-mail: m.vangerrevink@student.fontys.nl Operating function: Vice President Frog

Name: Luuk Haenraets Student Number: 2211291 E-mail: l.haenraets@student.fontys.nl Operating function: Analyst

Name: Umut Timur Student Number: 2213162 E-mail: umuttimur@gmail.com Operating Function: Creative Frog

Name: Rowan van Dorp Student Number: 2179325 E-mail: rowan.vandorp@student.fontys.nl Operating function: Managing Editor

Name: Romee Demon Student Number: 2204755 E-mail: romee.demon@student.fontys.nl Operating Function: Communication Frog

Name: Hilde Borgmans Student Number: 2202321 E-mail: hilde.borgmans@student.fontys.nl Operating function: Graphic design Frog

Name: Robin Donkers Student Number: 2204951 E-mail: rjj.donkers@student.fontys.nl Operating Function: Strategist Frog

Name: Janka Waeijen Student Number: 2202265 E-mail: j.waeijen@student.fontys.nl Operating function: Graphic Design Frog

CONTENTS v

08 Analysis 08 12 16

Internal Analysis External Analysis Target group

Introduction

Conclusions

06 07

Client Assignment

20 20 21

SWOT-Analysis Confrontation Matrix Problem Statement

Goal

Final Conclusion

Strategic Advice

Attachments

22 Goal

23 24 27

Advice Strategic Options Recommendation

Conclusion

32 Source list 37 Visuals

R E L U C TA N T LY B R AV E

‘Coming together is a beginning, keeping together is a process, working together is success’ Reluctantly Brave is a creative company who help brands to get over their reluctance and enter a brave space. The roots of the company come from friendships and ideals built at Oxford and on council estates. Several of them benefitted from the experiences, connections and abilities fostered by the privilege of an elite education. The company is based in London and works together with international partners as Kellogg’s and Starbucks. Their customers may consist a team, a person or a company/organization. Reluctantly Brave is active in more than 26 industry sectors to help brands to be brave. By developing brave brands they stand close to their own values. These are; • Pioneer brave creativity, • Serve clients, community and each other, • Maintain the highest integrity. They encourage people to think about brand and business problems differently, so they can achieve better and creative results for brands. To achieve these results they developed their own ICU model, what they use as resource for creating brave brands. The ICU model stands for; • Inspire → Inspire companies to see things different. • Create → Co-create solutions to help build companies business • Understand → Help companies to understand what this means for them. By using this model they believe that a brand can build value and revenue.

As you can see it is important for reluctantly brave to have inspiring insights to build companies business. They don’t want to do this on their own but with co-creation between companies and (young) braves.

ASSIGNMENT During the Advanced Courses, we have the opportunity to broaden our knowledge by taking part in the Special Weeks. The Special Weeks are offered two times per semester during the Advanced Courses to CO, CE and Exchange Students at the Fontys Academy for Creative Industries. During the Special Weeks we have to work with a project group in three weeks on a concrete assignment for an external client. We get two weeks to prepare for the assignment and one week to work with our project group to the final product during the physical Special Week. This week is relying on student’s talent, understanding, ownership, commitment, cooperation, communication and creativity. The concrete goal for the team is to help Reluctantly Brave to understand how they can engage Mums and Kids in cereal. The purpose is to provide them with an interesting approach which they can use with their customers. It is important for Reluctantly Brave to have an idea that inspires people, because this is one value in their ICU-model (inspire – create – understand). The stakeholders have to understand what the brave brand means for their organization. We want to create an effective concept for the company and we should make them happy with our result.

I N T E R N A L A N A LY S I S There will be three different cereal brands discussed in the intern analyze of the cereal market: Kellogg’s, Quaker and Smaakt. Those brands have the biggest assortment in the two most popular grocery stores in the Netherlands. These three brands are different from eachother but have one thing in common: Cereal. The choice for picking three brands is to get a clear view of the different positions and approaches from each brand in the cereal industry. Cereals are easy and fast to prepare and are seen as a cheap breakfast in cooparation to other sorts of breakfast. There’s a huge variation within cereal products. A negative aspect to cereal brands is the fact that there are a lot of unhealthy cereals on the market. Bread, eggs, and cheese are very popular breakfasts in the Netherlands. There are many other forms of breakfast in the Netherlands that many prefer above cereals. (Stabel, 2002). Kellogg’s Kellogg’s is the world’s leading cereal company. Their products are market in 180 countries all over the world. The brand believes in providing high-quality and great-tasting breakfast that delights families every morning. They are committed to contributing a healthier and more sustainable world and reflect this in how their products are made. As Kellogg’s believes breakfast is the most important meal of the day, it’s important that their product consist of the best high-quality ingredients. Their mission is to nourish families so they can flourish and thrive.The most important values of Kellogg’s are: integrity, respect, accountability, passion, simplicity, success, humility, and hunger. Kellogg’s feels responsible to communicate and interact with their stakeholders. Their stakeholders include: their employees, consumers, retail customers, investors, suppliers, governments, nongovernmental organizations, healthcare professionals, and the communities in which their facilities are located. The brand has several communication channels to provide information and interact with these stakeholders. (Kellogg’s, 2014). The target audience of Kellogg’s are mainly children as they love to eat fun looking cereal with animation on the boxes such as Cocopops and Frosties. With other sub-brands Kellogg’s targets the parents and the people who want to eat healthy and quickly, such as Special K and All Bran. The 7 P’s of Kellogg’s • Place: Grocery shops. • Price: It is an A brand and is also priced as such. • Product: Kellogg’s uses a lot of different sub-brands for their cereal, bars and snacks. Each subbrand is basically a different product or different taste. The product is in general perceived as a quality product and is especially for kids attractive because of the design and taste. • Promotion: Promotion primarily goes through television advertisements. Their social media presence is arguably bad. Because of the sub-brands Kellogg’s tries to market them as different brands, which leads to a diversification of their custumers on the social media pages. • People: Kellogg’s sells products and as such doesn’t deliver that much services. This means that most of the company is behind closed doors except for the employees that are customer representatives. • Process: There isn’t a lot of information to find about the processes of Kellogg’s, but it is a big brand in the Netherlands, so it will most likely be complex. • Physical evidence: Kellogg’s is perceived as a quality brand and the general Dutch population is aware of the brand.

Quaker Quaker is a company that is under PepsiCo, who provides cereal products.They only select the purest ingredients, which are discussed under the strictest quality standards. Quaker’s values are lessen the impact on the environment, healthful benefits and a balanced lifestyle. (quaker.nl, 2015) The 7 P’s of Quaker • Place: Quaker is sold in several grocery stores, such as Albert Heijn and Jumbo. • Price: Quaker is an A brand, which also shows in the price. • Product: Quaker has several different products such as oatmeal, bars and muesli. • Promotion: Quaker has some TV commercials in the Netherlands. Their website is up to date and their Facebook is interactive. Besides that, they also use Twitter. In their commercials they promote healthy and tasty oatmeal and ways to start your day right. • Physical evidence: Quaker is perceived as a quality brand. Everybody knows Quaker and trusts their products. • People: There isn’t a lot of information known about the employees of Quaker. Though there are some employees who tell their story about what it’s like to work at the company. They are mostly very satisfied, even though the job is quite demanding. • Process: Quaker explains their way of creating the products we all know, on their website. The oats of Quaker origins from Scotland where it is made. Then the oats go through an inspection, and when they pass this, it will go to the factory. They have three different kinds of oats and four other kinds of cereals. These are all explained on the website as well. Smaakt Smaakt cereals believe that they have a responsibility to care for our world. Therefore, the products they sell are not only very tasty and high quality produced with attention and love for people, animals and nature. Smaakt believes in being good for nature, pet friendly, good for your body, and good for the world. Amimals and people depend on cheap water, and so should the rest of nature. Their production is done organically and there’s no use of toxic pesticides which keep the soil and groundwater in honour. (smaakt.nl, 2015) The 7 P’s of Smaakt • Place: Smaakt is sold online and in several grocery stores such as Albert Heijn and Jumbo. • Price: Smaakt is a biological product, which also shows in the price. Also it is not as big as Kellogg’s, so producing it might be more expensive. • Product: Smaakt makes biological cereals but also has other biological foods such as snacks, seeds, flour, souand different kinds of crackers and breadspread. • Promotion: Smaakt has no TV Commercials that we can find on the Internet. They use Facebook and Instagram, which both have a few followers. The website is also not up-to-date. Smaakt has a webshop which looks neat. • Physical evidence: Smaakt is not a well-known brand. The products which they sell have not just a high quality but are also biological. The general of the Dutch population is not really aware of this brand. • People: Smaakt does not really show who work at the company. They sell products, but don’t deliver much service beside the customer service and giving the buyer its money back when they are not satisfied. • Process: The process that Smaakt uses to make their cereal is not clear, but they do strive for the product to be tasty and high quality. Their products are made with care for the nature, animals and humans.

Different kind of cereals There are different kind of cereals on the market in The Netherlands. In the following figure can be seen what the ingredients of different cereals in The Netherlands are and how healthy these are. Healthy cereals Product Brinta

Energy (kcal) 347

Speltvlokken 318 Oatmeal

380

All bran (naturel)

365

Muesli

Oat flakes

Neutral cereals Product All Bran (fruit & fibre)

379

381 Energy (kcal)

Carbohydrate Sugar (g) (g)

Protein (g)

Fat (g)

Saturated Fat (g)

Fiber( g)

1,6

0,5

10,5

4,5

66,5 66 62

15,5 21 1

13,1 10 11 13,5

2,1 7,0 6

2,5 7

0,5 1

1,9 1

10,5 7,5 8,5 15

6,7

Carbohydrate Sugar (g) (g)

Protein (g)

Fat (g)

Saturated Fat (g)

Fiber( g)

Energy (kcal)

Carbohydrate Sugar (g) (g)

Protein (g)

Fat (g)

Saturated Fat (g)

Fiber( g)

376

81,5

7,9

0,8

3,5

385

Unhealthy Cereals Product Cruesli

Cornflakes Kellogs Special K

Chocopops Rice Crispies

478 379 387 384

85 85

7,5

35 36

14 5 7

1,5 2,5 1,5

0,4 1,3 0,7

2,5 2 1

(OptimaVita, 2013)

â&#x20AC;&#x2DC;Why would anyone ever eat anything else besides cereals?â&#x20AC;&#x2122;

E X T E R N A L A N A LY S I S Demographic Factors Before developing a strong advice on breakfast and cereals in the Netherlands we have to take in mind some demographic factors. As we are focusing on mothers and children in the Netherlands we should consider these two groups and gather demographic factors regarding this target group. Age, time, gender, and culture are important aspects we have to consider when looking at breakfast. The Netherlands The Netherlands has 16,9 million inhabitants. (CBS, 2015). As culture can play an important role in our breakfast habits, it’s important to consider the different ethnicities in the Netherlands. The Netherlands is a multicultural country. Besides people with Dutch nationalities there are a lot of people from Iraq, Morocco, China, the Dutch Antilles, Poland, Turkey, and Suriname. (CBS, 2015). Mothers Most mothers in the Netherlands have a shared parenthood in which they are married and live together with the father of the child. The second biggest number of mothers lives together with the father of the child, but isn’t married. The smallest group of mothers has no partners. Still a lot has changed looking these groups over the past years. The amount of mothers that live together with their husband has decreased, the amount of unmarried mothers that live together with a partner has increased, and the number of single mothers has increased. (CBS, 2010). Single mothers in the Netherlands have less paid jobs, than mothers with a partner. The most important reason for mothers not to have a job is care taking of the family. (CBS, Cbs.nl, 2012). Most women in the Netherlands get their first child when 25 to 30 years old, secondly between 30 and 35 years old. The smallest group of women getting their first child is before 20 years old, and after 45 years old. The age when women get their first child has increased. Women, in Netherlands, but also in other Western-world countries get children at an older age. The increase of this age doesn’t only lead to fewer children per women, but also to no children at all. (CBS, bevolkingstrends, 2010). The amount of hours that mothers in the Netherlands work depends on the amount of children and the age of the children. The more children a woman has the less hours they work, and the younger the children the fewer mothers will work. Especially when women have a child of 0-2 years old.(CBS, 2014). Children The average number of children per family in the Netherlands is 1,71. The amount of children in the Netherlands up to 12 years old has decreased from 2,4 million in 2005, to 2,2 million in 2015. There’s a significant difference of children until 12 years old between different parts of the Netherlands. In the south and East of the Netherlands we can see significantly less children up to 12 years then in other parts of the Netherlands. Most children grow up in a family of two parents and one brother or sister. However children in the Netherlands are not obligated to go to school before they’re five years old, most children already go to primary school when four years old. (CBS, 2015).

Economic Factors The price of homemade breakfast in the Netherlands has increased. Typical breakfast products such as cheese, eggs, and orange juice have become more expensive. (ING, 2014). The economic crisis has led to some changes in food habits; products with an expiration date are more likely to end on the Dutch dining table. Instead of being send to other countries they are donated at food banks in the Netherlands. (Nu.nl, 2013). Poverty in the Netherlands due to the economic crisis has also increased the number of children skipping breakfast. (de Volkskrant, 2015). In contrast to the increased number of children that skip breakfast, the market share of sustainable produced food has increased from 5,5% to 6,1% (Ministerie van Economische Zaken 2014). This means that people in the Netherlands think it is important to eat healthy. Since 2009, people in the Netherland eat less bread each day, but spends more money on bread. The market for sustainable bread - in practice organic bread - is growing proportionately, almost twice as fast as the market for conventional bread. In 2013, sales of sustainable bread rose by 6.1%. Bread is the only product where the market share ‘sustainable’ in the outdoors domestic market is higher than in the supermarkets: 2.3% vs. 1.9%. This concludes that the share sustainable bread in the supermarket is lower than the average market share sustainably (Ministerie van Economische Zaken 2014).

Technological Factors The importance of technology in our daily lives keeps increasing. Even regarding food and the consumption of food we can see that technology is starting to play a more important role. An example is the 3D-foodprinter; this printer is still mostly used in fine dining. The printer delivers a level of precision that would never have been possible without. (Forbes, 2015). Even though it’s still not used in people’s lifestyle the 3D printer will be the future of food. It has the potential to revolutionize food production by boosting culinary creativity, food sustainability, and nutritional customizability. Nevertheless there are still some technical and market barriers, so it might take a while before this printer becomes a part of our lifestyle. (Digital Trends, 2015). Augmented Reality Trend Augmented reality is new technology that creates a virtual world on digital screens. It is a combination of a real viewed image by the user and a virtual image generated by the digital device that augments the image with additional information. User can get direct information on basis of unstructured data. It is an interconnection of digital information with live video or the user’s environment in real time. It blends new information into it. This technology can be applied on smart phones, television, tablets etc (R. Margaret Rouse, 2015).

Social-Cultural Factors Breakfast in the Netherlands Time-trouble is a big issue in Dutch families, causes of time trouble are mostly getting out of bed too late, or not being fast enough in getting ready. Despite the time trouble 8 out of 10 families still eats breakfast every weekday. (NIPO, 2005). Breakfast is mostly a solidary activity. Especially during the week only 17% eats breakfast together as a family activity. This breakfast is mostly characterized as a fast breakfast, prepared within less than 10 minutes by 85% of the families in the Netherlands, and 55% even eats the breakfast in less than 9 minutes. The most important reason for people to eat breakfast is to receive energy and valuable nutrients. The most common reasons for people to skip breakfast are lack of time or not being hungry. (Marketing Online, 2004). People mostly combine breakfast with another activity such as reading, watching television or preparing breakfast or lunch for someone else. Only 16% of the people don’t combine breakfast with any other activity. Remarkable is that families consider breakfast to be a very important family activity, yet only 16% succeeds in actually eating breakfast as a family activity. Especially during the week breakfast seems to be a solitary activity, during the weekend having breakfast together shows to be more of a family activity. (NIPO, 2005). Breakfast on the go has increased in popularity. More and more people eat readymade yogurt packages, breakfast biscuits, and yoghurt drinks. These types of breakfast don’t have to be prepared and are mostly eaten when someone is traveling to work or school. Dutch people think cornflakes are something typical American. People including children are focusing on a healthier breakfast without cards and more proteins.(NRC Q, 2014). Cereal brands communicate their products are a healthy choice, but the truth is they are full of sugar and not healthy at all. You might as well eat a Twix for breakfast instead of cornflakes. (HP/de Tijd, 2015). The current trend in the society is ‘superfood’. Superfood means food with high protein and good fiber. A good, healthy breakfast is for example oatmeal with (soy) milk, handmade smoothie full of vegetables and fruits such as avocado, spinach, mango, apple or low-fat quark or yoghurt with unroasted muesli and nuts. (Telegraaf, 2012). Another trend that we can see over the last few months in the Netherlands is eating breakfast outdoors. The number of restaurants that focus only/mostly on providing a breakfast meal is increasing in the Netherlands. (Libelle, 2015). But also a fast breakfast on the go is becoming more popular in the Netherlands. Train stations, gas stations, and even MacDonald’s are providing a bigger offer in breakfast and sales have increased. People are busy and don’t have time to make breakfast at home, they are looking for fast and healthy solutions. (NOS, 2015). Gamification Rutger Teunissen states that gamification has a chance in to the business market and in the social context in the Netherlands. The chances are within storytelling, customer care, training and personal development and in a social context. (Rutger Teunissen, 2013) Social Retail states that loyalty programs rely on gamification. Gamification helps to create loyalty by for example rewarding points to the customer. In turn they can hand in those points for a reward. This can also be used to increase the engagement with the customer. Multiple levels of communication can be implemented with loyalty programs. This will also help deliver a cohesive involving brand message that is more likely to succeed. (Social Retail, 2015).

Reoewein Niesten discusses in his blog post “TREND: Gamification als loyaliteits- of tevredenheidsbooster” the possibilities that gamification has in a practical way. He brings up an example in the food industry. In this case when a customer orders pizza they want to make an experience of it with an interactive table. This can make paying, ordering and service easier for the customer and they’ll also be able to play on it to kill time. (Reoewein Niesten, 2014). Breakfast is seen as the most important meal of the day. Precisely for this reason it is quite strange that you stumble in cities around the lunch spots and restaurants, but there are almost no bars and restaurants that specialize in breakfast. That is about to change. Breakfast Café’s Breakfast market offers potential in many countries outside the breakfast culture in itself England come through food trends from America to continental Europe blow over. It is often said that this is done with a delay of five to fifteen years. Breakfast outside the door in our country is still in its infancy. But that was in the United States fifteen years ago no different. At that breakfast outdoors a turnover of $ 6.1 billion, a relatively small amount for a country when almost 300 million inhabitants. This revenue tenfold. For 2015, researchers predict a breakfast revenues of 83 billion dollars. Specific figures on the Dutch market country breakfast are not known. However, the segment is on the rise. McDonald’s has long been about the only vendor breakfast is important, but getting the last few years more and more competitive. Which comes not so much from the hospitality industry or cafeteria-like companies, but from the foodservice and retail sectors. Ikea department stores and HEMA serve breakfast, many gas station targets the early eater and the country’s largest supermarket sells breakfasts via so-called on-the-go shopping at some busy locations. Cereal Killer Café The twin brothers Alan and Gary Keery also opened a catering business with only cereal. The Cereal Killer Café you will find a hyper-healthy oatmeal with fifty species of superfoods, but Rice Krispies, Special K and Frosties. Also in the Netherlands are increasingly addresses where you can sit down for a leisurely breakfast. In Amsterdam recently opened The Breakfast Club. Here you can go through the whole day for a bowl of muesli, pancakes and healthy smoothies. (Hanos, 2015). Political Factors Labels on food products have to be clearer, says the Dutch government. Regarding eating healthier, the government believes consumers should have a fast and clear look on the ingredients of a product. Rules as to this issue will become stricter in a new policy. The government says people should be taking serious and should not be mislead. To decrease the amount of food waste the government is also considering change regarding expiration dates on food products. (Nu.nl, 2013). Health and sustainability are important subjects on the political calendar in the Netherlands, food plays a big role regarding these aspects, and the government is developing stricter rules and regulations in relation to these subjects. Ecological factors The consumption of biological and sustainable products in the Netherlands has increased. Most eco-friendly products are sold and consumed in supermarkets. (Rijksoverheid, 2014). In eco-friendly products we must not only look at the packages of food products, but also the food itself. Cereals brands as Kellogg’s are also taking consideration in producing sustainable products. (Elsevier, 2015).

TA R G E T G R O U P Quaker recently researched different types of people, concerning their breakfast. In cooperation with psychologist Heleen Ligtelijn, they researching 2000 Dutch people and compiled four different types (Quaker, 2015): • Earlybird: this person doesn’t mind to get up early in the morning and is very productive and up-and-running in the morning hours. This person takes time to prepare breakfast. For earlybirds, breakfast is the favorite meal of the day. • Rise: this person likes mornings to be tranquil. He/she wants to get up slowly and in silence. A rise person mostly likes to maintain a certain morning routine. This person prefers an easy and fast-prepared breakfast. • Lo-Fi: for this person it is hard to wake up in the morning. He/she tries to be on time for work/school/etc, but always has to deal with a lack of time in the morning. This person can better prepare his/her breakfast the evening before, to be able to have breakfast very quickly. or on-the-go • Slumber: this person is the opposite of a morning person. When the alarm rings, it is hard to get up and he/she has the tendency to fall asleep again. He/she often wakes up tired and irritated. This person can better eat a ready-made or on-the-go breakfast. The two target groups we will focus on during this project are moms and children in the Netherlands. It’s importance to keep in mind what their attitude towards breakfast is and cereals, but also how they communicate, what are important values to them and through which channels they could be reached. The two target groups we will focus on during this project are moms and children in the Netherlands. It’s importance to keep in mind what their attitude towards breakfast is and cereals, but also how they communicate, what are important values to them and through which channels they could be reached. Mothers A mom is a female having a child under 18 living in her household. In the section demographic factors of this report there were already some factors about mothers we considered. The more children, and the younger the children the less the mother will work, and the more she will take care of the household. The amount of single mothers in the Netherlands has increased. These factors could all have influence on how these women eat their breakfast, but also on what they eat when eating breakfast. Now let’s take a look on how we can reach this particular target group. Research shows that Dutch mothers are very active on Social Media. Mothers are mostly looking for practical information via different media channels. Mothers are mostly active on social media when the kids are sleeping. In the evening their use of video on demand, YouTube, and Spotify is increasing. Mothers are very dependent on websites (75%) and social media (69%). They are quite critical when it comes to advertisements; they don’t like and are not influenced by flat advertisements. Personalized ads and ads with a clear message to which they can relate themselves are most effective. Mothers are reached through communication that is clear and brief. Mouth to mouth communication is quite effective, but information coming from Dutch celebrities doesn’t have any value for this group. Mothers with more than one child like to interact, by for example posting reviews and comments. (Sanoma, 2015).

A remarkable fact is that mothers seem to be the group most active on social media. Especially Facebook plays an important role in the lives of many women with children. 89% of all mothers use their phone to check on social media, a big number of mothers buys a product because it recommended on a parenting website or by friends on social media. Besides taking advice they are also very active in passing along information or deals to others. (Babycenter.com, 2013). Moms prefer texting to communicate, but calling is also popular, emailing is also a common way to communicate. The number of mothers owning a tablet keeps increasing with 47% in 2014. A big amount of them listens to an online radio like Pandora or Spotify. The Internet is the most used media by mothers followed up by television and after that radio. Besides Facebook, Pinterest and Instagram are popular social media platforms. (Edison Research, 2015). The most important thing for parents are their children. They want them to eat healthy and grow up well. They need to eat healthy and go to school. As child obesity keeps rising in the Netherlands, itâ&#x20AC;&#x2122;s important according to parents to give them children a healthy breakfast. (Voedingsmiddelenindustrie, 2012). As the Dutch mother is mostly the person who will buy their childâ&#x20AC;&#x2122;s breakfast at the supermarket, they are the ones who have big influence in deciding what their child will eat. Providing mothers with facts and information that will encourage eating healthy would be a good strategy to catch their interest and desire. (NRC Q, 2014). Children Kids can be an important target group for brands, they can be influenced and convince their parents to buy something for them. Children find it important to participate in what their environment does. From a young age they already recognize and remember brands by their logos. (Spruit, 2012). Advertisements for food and beverages have big influence on children. They have big effect on their knowledge, preferences, consumption pattern and even their health. These ads have the same amount of influence on them as their parents and friends do. Children from 12 years old are more likely to be influenced through the Internet and television. Children can be reached at schools, the Internet, and mobile phones. (Voedingscentrum, 2015). Children are often found on gaming website, where product placement is very efficient as a marketing tool. Adding toys to food products, and making food products more fun is also a clever marketing tool that kids tempt to fall for (happy meals, kinder surprise eggs). The use of characters form popular films is also a common tool used in kid marketing. And repetition of being connected to a brand or product can be very efficient in child marketing. (Intermediair, 2013). A huge number of children use social media, especially after the age of 12. The most popular channel is YouTube, followed up by Facebook and Instagram. (Dugan, 2014). If we look at the combination of mothers, their kids and breakfast in the Netherlands, we can see a few changes over the years. The number of children eating breakfast every day has increased to 89%. Mothers are the factor for children to have breakfast. 82% of the children has breakfast together with their mothers before attending school. The most popular breakfast for children is bread. Lemonade can often be found on the breakfast table. Especially sweet spreads are popular. Most children believe they eat healthy for breakfast. They are very interested in where the food they eat comes from, and are preferably informed about this at school (44,4%), 38,6% hears about it on television programs, 30% through their parents and 23,1% online. (Ravenshorst, 2015).

As researched, 97% of children between 2 and 12 years old have breakfast every morning. Also, 80% of the children between 4 and 12 years old have enough physical exercise, namely more than 7 hours a week. It is important to have enough physical exercise, to prevent obesity. Between 4 and 12 years old, children drink, in average, two sweet beverages a day. (Gelderland, 2013). Three out of eight children in the Netherlands eat cereals for breakfast. Others eat slices of bread. (Fieldresearch breakfast among children in Netherlands, 2015). Children are social beings. To achieve a successful personal development, it is important for children to get and preserve interpersonal relationships with other human beings. Children are used to easily get into a close relationship with others. It starts with a close relationship with their parents. During the years, children also get into relationships with teachers, classmates and friends. (P. van Lier, 2010). The urge to get into social relationships is a so-called fundamental urge, also named 7 as ‘the need to belong’. People easily form social relationships under most circumstances and usually resist the dissolution of existing relationships. Belongingness appears to have multiple and strong effects on emotional patterns and on cognitive processes. (R. Baumeister, 1995). Also, consumer socialization is of importance. This contains the process by which young people develop consumer-related skills, knowledge and attitudes. As researched by Moschil & Churchill (1978), peers (e.g. friends and classmates) play an important socializing role in the formation of brand attitude and preference of young people. (Churchill, 1978). In addition, research proves that children are sensitive for the opinion of peers when it comes to products and brands. Children and teenagers often talk to their friends about brands and advertisements, which influences their brand attitude and buying behaviour. (Mangleburg, 2004). Although it seems that children are influenced by many others, by their parents, teachers, classmates and friends, this seems doubtful. By interviewing eight children, five of them stated that they don’t care what other people say about things. As a reason, some said that everyone has their own taste and that it doesn’t change by others telling them wrong. Although, three out of eight children told me to become curious when others recommend something else then their own breakfast. Those children think that when others tell them they like a particular breakfast as Kellogg’s, then it might be tasteful and worth trying. (Fieldresearch breakfast among children in Netherlands, 2015). The youngest generation of consumers, generation Z, which includes everyone up to the age of 23, is more tending to eat fresh greens and home-cooked meals then their predecessors, the generations Y and X. Generation Z wants more involvement in preparing their food and meals, particularly at breakfast. Breakfast foods that are perceived to be fresher and require more prep or cooking are projected to grow by 8% over the next five years. This change indicates an overall trend towards healthier eating. (NPD, 2014). This trend is also recognizable in the field. Out of the eight children we interviewed, six of them stated to find a healthy breakfast more important than just a tasty breakfast. All of them knew Kellogg’s, but to be sure we gave them the opportunity to taste the Honey pops and to form an opinion about it. Half of the children said it was too sweet and/or sugary. One of the boys told me he eats Kellogg’s everyday, but to get a balanced breakfast, he eats vegetables, mainly cucumber and pepper, next to it. So out of the interviews we took, we can conclude that children become more aware of what is healthy to eat. (Fieldresearch breakfast among children in Netherlands, 2015).

According to research, children from 3 years old like to do their own groceries by walking through the supermarket with a small shopping car. Parents often engage their children with grocery shopping, by letting them take some products. Children in the age between 3 and 6 years like to choose some products themselves. In the age between 6 and 9 years old, parents seriously discuss with their children which products to buy. These children even get their own responsibilities, for example to weigh the fruits. Children older than 9 years, don’t really like to go grocery shopping anymore, but are able to do grocery shopping independent or they ask their parents for products to buy (Voeding Nu, 2003). Different studies have examined the importance of having breakfast for young children. The outcomes of these studies showed that young children who have daily breakfast, reached a higher score on verbal and performance IQ-tests (Pérez, 2013) than young children who don’t have daily breakfast. Previous research showed that daily breakfast for young children positively influences concentration, attention and memory. Having breakfast everyday contributes the brain development by young children, which is very important. (Pérez, 2013). The effect of marketing in flyers Dutch people pay a lot of attention to advertisements in brochures from supermarkets. Almost everyone bought regularly articles that they see in advertisements. The effect for these brochures is very high and measurable for retailers. It is also possible to control directly the efficiency of the advertisements. With regard to orient purchasing products, the customer likes to use the directory offerings in the brochure. In the Netherlands almost half of households that receive the brochure shows that the woman is the one who look the first at the brochures (Huis aan huis folderverspreiding, 2015).

S W O T- A N A LY S I S

Internal

External

Helpful

Harmful

STRENGTHS • Easy breakfast • Cheap breakfast in ratio • Large assortment

WEAKNESSES • Many unhealthy variants • No captivating campaigns

O P P O RT U N I T I E S

T H R E AT S • Bad publicity • Many competitors cereals branch •On-the-go breakfast •Changing lifestyle (healthy)

• Healthy lifestyle • Augmented reality • Gamification / storytelling • Breakfast café’s •Loyalty program

C O N F R O N TAT I O N M AT R I X Augmented reality

Gamification/storytelling

Breakfast restaurant

Loyalty program

Bad publicity

Competitors

On to go breakfast

Healthier lifestyle

T H R E AT S

Anticipating trends WEAKNESSES

STRENGTHS

O P P O RT U N I T I E S

Easy breakfast

–

Cheap breakfast

–

––

Large + assortment

––

Many unhealthy variants

––

No captivating campaigns

––

–

+ : Strong + + : Very Strong

– : Weak – – : Very Weak 0 : Neutral

P R O B L E M S TAT E M E N T Concluding from the Analysis, SWOT and confrontation matrix, there are several issues for the cereal market to improve. Lately, cereals have been in the news, because of its possible unhealthy additives. People want to eat healthy and are likely to avoid several kinds of cereals, because they donâ&#x20AC;&#x2122;t know if it is healthy or not. Mothers think that it is important for their children to have a healthy breakfast, because of the risk of obesity. This is a bad thing for the cereal market, because not all the cereals are unhealthy. Besides that, the cereal market does not have a lot of captivate campaigns, which can also result for a bad image. The media is mostly not really helpful because of their standpoint, which causes for a bad relationship with the company. It is important for the cereal market to show exactly what the brand can offer. There is a lot of variation in all the cereals; there are healthy and unhealthy variants. Customers have to know if the cereals are healthy or not. This is because the cereals fit exactly in the way people want their breakfast these days, fast and healthy. The positive thing for the cereal market is that people want to spend more money to healthy food. The analysis shows clearly that everyone has different manners. They are a lot of differences in the choice of food in the morning and the way they are convinced by the media. Social media, mouth-to-mouth, advertisement and reviews influence a lot of people.

GOAL

â&#x20AC;&#x2DC;The cereal market has to become the market leader in the Dutch breakfast industry within ten years.â&#x20AC;&#x2122;

ADVICE Our advice regarding the cereal industry is to give people the opportunity to play a bigger role in the food they buy. We can see that a healthy meal plays a big role in choosing what to eat, especially regarding breakfast. As we focus on children and mothers we can conclude it’s important to create a playful approach. By using trends as gamifaction, personalization, and co-creation we believe cereals could be made more appealing. The negative image of cereals has to be improved, to emphasise the positive points of cereals. This can be realised by finding a better position in the market, with which they can distinguish themselves from other kind of breakfast. To create a concept for this idea, the ICU-model of Reluctantly Brave will be used. • The team is inspired by the insights they found in the analysis, because of this they see the things differently. • Due to co-creation, the team will find solutions to help build the cereals market. The concept will also contain co-creation, to optimise the cereals market and create a band between the market and the customer (Joosten, H. 2015). • The concept that is made, will be described clear. This is to let the stakeholders of the cereal market understand the concept. Mission Encourage a healthy, fun, and personalized breakfast. Vision People should play a bigger role in what they eat for breakfast. With our goal we want to achieve the position as a market leader in the Dutch breakfast branch. This position will be achieved by a renewed, healthy image including new products with cereals. In addition, we want to focus especially on supermarkets and breakfast restaurants, according to our confrontation matrix. This advice leads to three ideas, which are explained in the next chapter.

S T R AT E G I C O P T I O N S Shareal Application Shareal is an app that allows people to share their cereal experience. They can share recipes, pictures or both. They can also look up the nutrients of the cereal or the food that they added, such as superfoods or fruit, which they can share as well. People can not only do this through the search engine in the app, but they can also use augmented reality by aiming their phone at the cerealbox. Pre-purchase Shareal will be promoted through app advertisements, internet advertisements, social media and word of mouth. Also if people share their picture created on the app on different social media platforms, people will see and know about the app. Purchase When people decide to download the app, they first have to find it. The findability is very important because people could still decide to let it go. The same goes for the lay-out and the description. If this is not looking professional and clear, people might also back out. Post-purchase When the people have downloaded the app, the quality is one of the touchpoints that will immediately occur. After this, the usability will be tested and experienced. Anotherreally important touchpoint is the customer service, if people have feedback about the app they can contact Shareal. This will help both the customer and the company.

Customer Service

Website Advertisements App Advertisments Social media Advertisements

Usability

Word of Mouth

Quality

Findability

Layout Description

Cereal Tender Cereal Tender is a cereal dispenser developed to be placed in households. In the morning families can use the tender fill their buckets with cereals. They can decide for themselves which cereals they want to eat. This way, getting breakfast can be more fun. The dispenser will be very visable in a household and so we hope to encourage children to eat more cereals. Pre-purchase The pre-purchase communication will take place through a social media campaign towards mothers as they are very active on social media. The campaign aims to influence their attitude towards eating cereals in the morning. By communicating in an interactive way with the target groups, by asking questions and involving them in the product, we hope to create a bond with this target group. With the cereal tender, there is a new fun and interactive way of serving the cereals. They will buy it to improve the breakfast experience for their children. Purchase In the grocery shop mothers and children will be confronted with cereals while doing weekly groceries. In the cereal department, the cereal tender will be displayed in a modern way and catchy way. It will attract the attention because the use of colour and light. It is easy to lift, because of the special handle on the packaging. They could carry to the counter and buy it for a reasonable price. Post-purchase As the Cereal Tender is easy to use and more visable than a cereal box hidden away in a draw, we hope to encourage children and mothers to keep it full and use it. The activity of filling the dispenser and using it will encourage to make use of it. Even though the Cereal Tender could be a very exciting object after purchasing it, after a while it wonâ&#x20AC;&#x2122;t be as exciting and special to use anymore.

Easy Interactive

Social Media

Fun Part of Daily Routine Grocery Store Product Packaging Visable Environment

As we concluded that fun, personalization and health is very important regarding breakfast we developed an idea that could add up to these values. By customizing their own healthy breakfast in a funny way, mothers and children will be more engaged in cereals. Cerealize is the idea of placing buckets in supermarkets with several cereals and super food. People would play a big role in putting together what kind of cereals they want to eat, this way people are more concious, and active. We believe that by involving customers and creating a deeper experience our goal can be reached. Pre purchase From research we concluded that mums are very active on Social media, they like to share and get valuable information about produts via social media channels as Facebook and Instagram. To trigger this target group we will spread valueble information on the product through these channels. Besides this online content, commercials on television will introduce the product to children and mothers as research shows that these two groups can easily be reached via television. The supermarkets in which Cerealize will be displayed, shoudl promote the product in their brochures, which are read Also, the supermarkets in which Cerealize will be displayed are going to make promotion in their brochures which are often read by parents. Purchase In supermarkets dispending machines with cereals will be displayed. Seeing the product will be the first touchpoint in the supermarket with Cerealize. People can personalize their own breakfast by choosing which cereals and super food they want to combine in a cereal box. To make the Dutch mothers and children familiar with Cerealize, a guerrilla campaign will be arranged in the cooperating supermarkets. A promoter, hired by Cerealize, will facilitate the customers in the process of selecting their cereals. He/she will explain all relevant information about the different cereals and super foods. Also, people can try some cereals when they are in doubt of the taste they like. Post purchase After purchasing your personalized and healthy cereal breakfast, you can upload a photo of your self-made breakfast, including the recipe. This will encourage the engagement around cereals. Out of all photos and recipes, there will be chosen a winning recipe, which will be presented on the website and social media channels of the cooperating cereals brands.

R E C O M M E N D AT I O N All three short term options will lead to achieving the cereal market’s long term goal of becoming market leader in the breakfast industry in the Netherlands within 10 years. We believe the best option to achieve this goal is to implement the Cerealize concept, because we believe most of the issues will be solved with this option. Cerealize focuses on a healthy breakfast, which can be personalized to everyone’s own taste. Below, Cerealize will be described in detail. Product Cerealize consists of dispending machines full of cereals, which will be displayed in various superCerealize consists of dispending machines full of cereals, which will be displayed in various supermarkets in the Netherlands. People can personalize their own cereal breakfast by choosing which cereals and super foods they want to combine. This way, mothers and children are able to serve themselves with a breakfast of their own choice and they know exactly what ingredients are in it. Cerealize only uses pure cereals, super foods and dried fruits, so there are no added sugars or artificial flavours. Besides the healthy aspects, Cerealize is fun for children, because they can create their own favourite cereal. By implementing the concept of Cerealize, all cooperating cereal brands will achieve more engagement within the target group. When mothers go grocery shopping with their children, the experience of togetherness will be strengthened when they create their own cereals together. When the target groups choose their cereals, they will become more conscious of what is healthy to eat for breakfast and what is not. This way, mothers and children will be more engaged to cereals. The cereal dispensers are transparent, so the cereals are visible. The nutritional value will be presented on every dispenser separately. Also, these values will be written on cards that are placed in front of the dispensers, so people can take them home. This way, mothers and children can check the nutritional values of their breakfast every morning. The packaging of the cereals will be made of recycled plastic, shaped as a transparent tube. Cerealize is a transparent concept, which will be showed in the packaging as well. The tubes are decorated with several cereal figures, such as chia seeds visualised as a ‘person’. The back of the tubes will be fully transparent, while the front of the package will be covered by half-transparent decorations. This way, the packages are attractive to children, but they can also see what is inside their tube. There will be different designs of the tubes, which will address children as well as their mothers. The tube-price is included in the price per 100 grams of cereals, but it is possible to refill the tube the next time they buy cereals. When they refill their tube, there will be a discount. The visualisation of the products is enclosed in the appendix. Place The concept of Cerealize will be available in the supermarkets Albert Heijn en Jumbo, because these supermarkets are the largest ones in the Netherlands (Alle Records, 2015). Besides, the concept Cerealize fits perfectly with Albert Heijn’s strive to become a healthier supermarket (Voeding Nu, 2015). In every Albert Heijn and Jumbo, the Cerealize dispensers will be placed next to the bakery. Price The standard price per 100 grams cereals will be €0,75. The tubes are included in this price, but when the customers refill their own Cerealize tube, they get a discount of 10% per 100 grams.

Promotion To make sure that the communication campaign is clear for the target group, we came up with some To make sure that the communication campaign is clear for the target group, we came up with some communication means to present the ‘Cerealize’ concept. The communication campaign will help us to reach our goals. We simple want Dutch people to eat more cereals. Here are the products/ elements we are going to execute to make this happen. The analysis has shown that 97% of children between 2 and 12 years have breakfast every morning. Three out of eight children in the Netherlands eat cereals for breakfast. It is a fact that kids influence and convince their parents to buy something for them. Also advertisements about food and beverages have big influence on children. For the concept Cerealize it is also important to reach the kids with advertisements. Therefore, we will take into account with the advertisements, guerrilla marketing, brochures, billboards and bus shelters to reach the kids as well. Guerrilla marketing in a supermarket There will be all kinds of different cereals in the market. People can easily choose their cereals they like. Because our concept is new for the potential costumers, we want to surprise them. Before the guerrilla marketing starts the customers don’t know about the screen and what will happen. When this guerrilla marketing takes place, the official sales of the product hasn’t started. We will bring the Cerealize concept to the potential customers in different Dutch cities. There will be a screen with an employee that starts talking to a Mom with a child in the supermarket. The employee will chat with the mom and kid and will ask about the breakfast habits they have. Finally the employee will ask the mom and kid to grab a tray. When they grab a tray, surprisingly the employee will appear. When the employee appears, the curtain will fall and we will surprise our potential costumers with all kinds of different cereals. The employee will introduce the concept Cerealize and the costumer can fill his tray with his favourite cereals for free. We will also record the different reactions of the potential costumers and we will use this as a commercial on our social media channels and on the television. This will also lead to word of mouth advertising. We can use the television commercial for the pre-purchase to reach more potential costumers and bring our new concept more attention. The guerrilla marketing will take a day. Therefore, we need a camera team and an employee. After the guerrilla marketing the action will go on. An employee will represent the cereals every Saturday of the week for 1 month long. Brochure We will use brochures that will be given to the people, which will have the information and explanation on it about our concept. In the brochure the concept will described extensively. We want to make the people aware of the advantage of cereals and our concept in the supermarkets. We will give information about the new concept we have in the supermarkets. These brochures will be made by the supermarket by them self. Social media The analysis has shown that the target group are very active on social media. Therefore it is important that we respond to this with the concept Cerealize. The social media channels Facebook, Instagram and YouTube will be used for the online campaign. The campaign, which will take place on social media, is all about sharing recipes and inspirations on breakfast in cereal. The target group can share their own personalize recipes and new inspirations on social media. By this they can learn from each other and inspire each other. The best recipes and inspirations will be published on the Cerealize website and in the brochure every month.

Facebook Facebook will be the most important social media channel for Cerealize, because research has shown that most mums are actively on this platform. On this Facebook-page the concept will be communicate to the target group. The target group can find the right information about the concept and they can participate in like and share actions (discounts etc.). People can also sent their pictures and will have a chance to win gift cards. Instagram On the Instagram page the target group can share pictures of their breakfasts in cereal, which inspires them. We will also share our pictures on our Instagram. Every week we will chose the best picture and we will give them a gift card to buy cereals for free. This will help increase the interest on Instagram towards eating cereals. Website There will be a website with the information that will not be different than the brochure. We will also have a link to our social media pages. The products that we have in the supermarkets will also be on the website with all the information about it. Loyalty program To encourage the customers to buy more cereals we will use the loyalty program. This means that customers can save for mini cereal characters that they get with a purchase of every 500 grams of cereal. This pay attention by the kids, so convince their parents to buy something for them. To focus a little more on the engagement of children there will be another post purchase campaign. When people buy the cereals, the children get a paper to draw their own ultimate cereal character. They have to post a photo of the drawing on social media (facebook and instagram) with #cerealize. The photo with the most likes wins the contest and his/her drawing will be realized as a stuffed animal. This gadget will be available at all cooperating supermarkets and everyone can buy one of these stuffed animals. Personnel To realize the guerrilla campaign in one of the supermarkets, one promoter will be needed. To be able to capture the customerâ&#x20AC;&#x2122;s experience, a camera crew will be hired as well. For making the mothers and children more familiar with Cerealize, a promoter will be hired to facilitate the customers in the process of selecting their cereals. The promoter will explain all relevant information about the different cereals, super foods and dried fruits. For a timeframe of one month, every Saturday, five promoters will be present in several supermarkets in large Dutch cities. So, in total 21 promoters and one camera crew have to be hired.

Cerealize Realize your own cereals

Budget Investment Starting costs Dispensers Display Employee cost (during start project)

amount 10 tenders 1 counter 2 weeks, 10 hours a day, €15,- wage

price € 3.500,00 € 1.000,00 € 2.100,00

Variable Cost price cereals (monthly) Cleaning

Based on a sell of 1 hour a week

€ 10.080,00 estimated on €1,50 pe € 60,00

Campaing Marketing campaign social media (monthly) starting costs internet print media

€ 255,00 € 350,00

Time Plan Activity/month Start concept Selling in store Guerillamarketing Social media campaign Brochure Stuffed animal creating Stuffed animal selling

Jan x x

Feb x x

Mrt x x

Apr x x

Mei x x

Jun x x

Jul x x

Aug x x

Sep x start x start

okt x x

Nov x x

dec X X

x x

FINAL CONCLUSION The concept of Cerealize meets the wants and needs of their target group, especially for children. 97% of the children eats breakfast every morning and it is proven that the breakfast is the most important meal of the day. Children that eat breakfast in the morning will perform better the rest of the day, based on our analysis. Cerealize will interact with parents and children and will add a fun element to purchasing and eating breakfast. It will have a positive effect on the cereal market. The most important effects will be by being transparent and giving the possibility to choose healthy cereals. This will encourage the parents to buy cereals for breakfast instead of ordinary breakfast, for example bread and yoghurt. In the end Cerealize will bring a more interactive breakfast to parents and children. Children will like experience of buying it, and parents will like that it is transparent. This will provide a higher sale for the cereal market and can lead to the position of market leader in the breakfast industry.

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V I S UA L S Front

Back

See through recycled plastic so people can see whatâ&#x20AC;&#x2122;s in there

Covered but still see through. Comes in different dessigns.

Nutrients will be shown on the cards attached to the dispensers.

CREATIVE FROGS