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    Introducing Kelloggs Pop Tarts To Russia

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    This document introduces a plan to bring Kellogg's Pop Tarts to Russia. It provides background on Kellogg's as a company known for breakfast foods. Pop Tarts are a popular snack food sold in the US. The document then discusses Russia's population and family-oriented culture. It analyzes the political, legal and competitive environment in Russia. Key competitors are identified and weaknesses noted. The document recommends market segmentation targeting teens and social media users. It proposes a communications strategy highlighting Russian flavors and cultural adaptation. Distribution channels and pricing strategies are also outlined. The recommendations include creating mini stores and a social media presence to introduce Pop Tarts to Russia.

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    Introducing Kelloggs Pop Tarts To Russia

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    api-287210253
    204 views18 pages
    This document introduces a plan to bring Kellogg's Pop Tarts to Russia. It provides background on Kellogg's as a company known for breakfast foods. Pop Tarts are a popular snack food sold in the US. The document then discusses Russia's population and family-oriented culture. It analyzes the political, legal and competitive environment in Russia. Key competitors are identified and weaknesses noted. The document recommends market segmentation targeting teens and social media users. It proposes a communications strategy highlighting Russian flavors and cultural adaptation. Distribution channels and pricing strategies are also outlined. The recommendations include creating mini stores and a social media presence to introduce Pop Tarts to Russia.

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    This document introduces a plan to bring Kellogg's Pop Tarts to Russia. It provides background on Kellogg's as a company known for breakfast foods. Pop Tarts are a popular snack food sold in the US. The document then discusses Russia's population and family-oriented culture. It analyzes the political, legal and competitive environment in Russia. Key competitors are identified and weaknesses noted. The document recommends market segmentation targeting teens and social media users. It proposes a communications strategy highlighting Russian flavors and cultural adaptation. Distribution channels and pricing strategies are also outlined. The recommendations include creating mini stores and a social media presence to introduce Pop Tarts to Russia.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    204 views18 pages

    Introducing Kelloggs Pop Tarts To Russia

    Uploaded by

    api-287210253
    This document introduces a plan to bring Kellogg's Pop Tarts to Russia. It provides background on Kellogg's as a company known for breakfast foods. Pop Tarts are a popular snack food sold in the US. The document then discusses Russia's population and family-oriented culture. It analyzes the political, legal and competitive environment in Russia. Key competitors are identified and weaknesses noted. The document recommends market segmentation targeting teens and social media users. It proposes a communications strategy highlighting Russian flavors and cultural adaptation. Distribution channels and pricing strategies are also outlined. The recommendations include creating mini stores and a social media presence to introduce Pop Tarts to Russia.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 18

    Introducing Kellogg's

    Pop Tarts to Russia

    International MKTG Team


    Faith Cook * Rashard Brooks * Lauren Miller * Xavier Thomas
    Everyone gets
    a POP TART!
    Agenda
    ● Product & Company Background
    ● Target Country Background
    ● Political, Legal and Regulatory Climate
    ● Competitive Environment
    ● Market Segmentation
    ● Communications & Branding Strategy
    ● Channel & Pricing Strategy
    ● Recommendations
    Company & Product Background
    ● Officially founded 1906 ● Kellogg’s Pop Tarts
    ● Create nutritious breakfast & snacks ● Sales increased 32 years
    ● Special K, Eggo, Nutri-Grain Bars ● Innovated special frosting & sprinkles
    ● Post’s Country Squares (1964) ● Quick, delicious, affordable, iconic
    Our “Crazy Good” Campaign
    ● “Crazy Good” (2004) ● Zany, desirable, funny
    ● Inspired by children ● Short, yet memorable
    Gold Effie Award
    ● Reconnect & Leverage Desire ● Wildberry Pop Tart Video
    (2006)

    http://www.ispot.tv/ad/7V13/poptarts-wildberry-poptarts
    Target Country Background
    Population 143.7 million
    ● 3 major cities
    ○ Moscow (11.6 million)
    ○ St. Petersburg (4.87 million)
    ○ Novosibirsk (1.48 million)
    High context Society
    Very Family Oriented
    The majority of households
    contain the parents, children
    and the grandparents.

    Age structure: 0-14 years: 16.4%


    15-24 years: 10.7%
    25-54 years: 45.8%
    55-64 years: 13.8%
    65 years and over: 13.3%
    Political, Legal and Regulatory Climate

    Political Risk Trade Organizations US-Russia Relations


    ➔ B ranking ➔ 3rd trading partner in EU ➔ Rigid, sense of mistrust
    ➔ Political Risk score: 52 ➔ World Trade Org since ➔ Past: Cold War
    ➔ Average in region: 74 2012 ➔ Present: Syrian War &
    refugee crisis

    Corruption Bribery Intellectual Property Laws


    ➔ Petty, day-to-day ➔ Accepted on a
    ➔ Updated laws put into
    ➔ Russian Federal small scale
    practice Oct. 1st, 2015
    Anti-Corruption Law: 2008 ➔ Made to keep up with
    modern world
    Competitive Environment
    ● Pastilla
    ○ Natalie Nikitina
    ○ Dates back to the 16th century
    ● No marketing strategy
    ○ Traditional and cultural beliefs
    ● Weaknesses:
    ○ Lack of investors
    ○ Inconvenient
    ○ High-prices
    Market Segmentation: Cultural Factors
    Collectivist Society High-Context Culture
    ➔ Egalitarian ➔ Everything matters
    ➔ Horizontal ➔ Close proximity

    High-Level Uncertainty Avoidance


    ➔ Uncomfortable with change
    ➔ Clear expectations of behavior

    Feminine Culture
    Low Power Distance
    Market Entry
    ● Direct Exporting
    ○ Low Cost
    ○ Gives more control
    ○ Better communication
    ● More risk
    ● Cost more
    Market Segmentation: Target Segments
    ● Teens and young adults (ages 12-22)
    ● Strong Social Dependency
    ○ VKontakte (VK) (ve-KHON-takt-yeh)
    ● Convenient, desirable, shareable
    ● Russian humor
    ○ Wild Cherry “Meet the Band”
    Communication & Branding Strategy
    ● Extension adaption
    ○ Snacks and baked goods
    ■ Traditional Russian Cuisine
    ● Wide array of flavors
    ● Ease of accessibility & pricing
    ○ Larger quantity
    ○ Convenience
    ● Distribution channels
    ○ Television: 330 channels
    ○ Newspapers/magazines: 535,000
    copies per week
    Channel Strategy
    ● Distributors
    ○ Dixy (Дикси): 1,500 stores
    ○ X5 Group: 2,500 stores
    ● Vending Machines
    ● Russian-style Mini Markets
    Pricing Strategy
    ● Penetration Pricing
    ○ Foothold in highly competitive
    market
    ○ Price sensitive consumers
    ● Pastila: 200 rubles~ Individual
    ○ $3 (U.S.)~ 4 pack
    ● Lower prices/larger quantity
    ○ 180 rubles
    Recommendations
    ● Create PR initiative: Kellogg's Pop Tarts Crazy

    Good Mini Stores

    ● Russian Flavors:

    ○ Pastila, Tula, Vatruska, Bird’s Milk Cake

    VKontakte (VK) page for Kellogg's Pop Tarts


    RUS SIA
    ●
    … and as a Plan B, there’s always…
    Questions?

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