The challenge was to have an in-depth understanding of realities inside the emerging middle-class segment in 6 emerging markets:
China, Brazil, India, Mexico, Saudi Arabia, and
South Africa to find behavior patterns that will help us design breakfast solutions.
To achieve this, we develop:
⋅ Fieldwork in the six countries
⋅ In-depth interviews with consumers
⋅ Analysis of internal documents for each country
⋅ Interviews with experts in differents specialities
Masterbrand & Semiotics Project
The challenge was to learn about the best practices of Master Brands in emerging markets from the message of their content strategy to develop a Kellogg's Master Brand approach.
For that, we analyzed six food Master brands from 3 emerging markets (Mexico, Brazil, and India) focused on the emerging middle class, going over more than 90 pieces of communication through a semiotic analysis.
Hidden hunger is silent global problem that affects the struggling middle class in emerging market and alters development and performance, mainly in children
OUR GOALS WERE:
Make quality nutrition more affordable for more kids globally.
Take our kids portfolio beyond RTEC into more
occasions, broader forms.
Build and scale breakthrough kids nutrition
platforms focused on grain-based science.
Introduce food solutions to millennial parents in
EM that are tasty and healthy at the same.
To do this, we carried out:
2 field trips in two important emerging markets for the company: India and Mexico
3 strategic workshops
25 interviews with experts
4 sessions with 50 consumers
We analyzed more than 100 sources