Cos race to capture fat-free breakfast option

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Mumbai, Jan 22: As PepsiCo India is beefing up its communication strategy to promote its breakfast brand ‘Quaker Oats’, Kellogg’s India is rolling out its global brand ‘Special K’ across the nation. With this move, Kellogg’s is foraying into the Rs 700 crore-weight management market and will directly compete with Pepsi’s ‘Quakers’ in India. Incidentally, both PepsiCo and Kellogg’s are harping on the ‘fat-free breakfast option’ in their communications to woo weight-conscious consumers. Clearly, a new marketing storm is brewing in the Indian breakfast bowl.

To announce its new launch, Kellogg’s India is rolling out a national advertising campaign created by JWT India. To support its mass media campaign, the company is also relying on below-the-line activities, which include sampling and in store promotions.

On the company’s new initiative, Anupam Dutta, managing director of Kellogg’s India Pvt Ltd said: “Special K is our biggest brand worldwide with a turnover of $1.5 billion. It’s targeted mainly at women across the globe. We have opted for a 360 degree marketing approach which includes activation and radio advertising.”

Prior to the formal launch of Special K, Kellogg’s has test marketed the brand in Bangalore. After seeing the response to its new brand, the company is now in the process of rolling it across the nation, according to Dutta. “Our brand promise is: If you have two bowls of Special K every day for two weeks, you can lose around 2.5 kilos. Of course, you will have to walk for 30 minutes every day,” added Dutta. Call it the ‘Special K’ challenge.

Currently, Kellogg’s India is the market leader in the breakfast cereal category in India with a with a market share of over 70%.

Across the road, PepsiCo is chalking out a fresh game plan to take on take its new rival, informed industry sources. “PepsiCo’s core strategy is to highlight the fact ‘Quakers helps reduce cholesterol’. The company’s new ads lays emphasis on the health benefit of Quakers,” added sources.