Communication Alternatives for Nestle Breakfast Cereal

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Purnama, Dede Aris and Salam, Dudi and Adiwilaga, Kartika and Nugroho, Prananto and Ratna, Dewi Aisha (2005) Communication Alternatives for Nestle Breakfast Cereal. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta. (Unpublished)

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Abstract

Breakfast cereal was first Introduced to Indonesian market in the early 90's by Kellogg's and then followed by Nestle (Cereal Partners Worldwide) in the mid 90's. However, following the departure of Kellogg's from Indonesian market in the year 2000 at present only Nestle and a few local companies are actively marketing breakfast cereal in Indonesia. Currently Kellogg's sells their breakfast cereal in Indonesia through a sole distributor and it is not active in the marketing of the category. Following a decade long introduction of breakfast cereal in the country, Indonesia per capital consumption of breakfast cereal is still relatively low with only 10 g/yr, compared to that in the US, and Australia with per capital consumption of more than 5 Kg/yr, and the UK with per capital consumption of 9 Kg/yr. In ASEAN countries Indonesia stands as one the lowest per capital consumption of breakfast cereal while Singapore has the highest per capital consumption with 340 g/year. In Indonesia, rice together with meats and vegetables are generally consumed for breakfast, lunch and dinner. However, bread and noodles are increasingly consumed for breakfast. It is still considered a challenge in positioning breakfast cereal as nutritious breakfast in addition to rice, noodles and bread-based breakfast. Indonesians currently perceived rice as the main breakfast and cereal is perceived as snack, breakfast, as well as ingredients for topping cookies. The present study includes research on consumer perception of breakfast cereal in general and Nestle Breakfast Cereal (NBC) in particular, and communication strategy of NBC in Indonesia. This is to understand the importance of breakfast for the consumers and their breakfast behavior. The aim is to assist PT Nestle Indonesia in finding communication alternatives to increase the use of breakfast cereal as breakfast by target market (children) and to expand the target market to include all family members, as well as to strengthen the brand image of NBC as higher quality, more nutritious, and trusted breakfast cereal.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 16 Jan 2020 11:18
Last Modified: 22 Jan 2020 02:42
URI: http://repository.ipmi.ac.id/id/eprint/294

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