shopper research Kelloggs

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shopper research Kelloggs
A multi-stage piece of research conducted for
Kelloggs in 2006, to answer the broad objective
how do people shop for cereal and / or cereal
bars? Combination of innovative data collection
techniques employed in store, in hall and online
to provide a wealth of information on how the
category is shopped. Outputs used across Sales,
Marketing and particularly Category Management
teams at Kelloggs, to reinforce their position
with retailers as category leaders.
Key actions taken by Category Management across 6
areas

• Macro Store planning (location of cereal aisle in
  store)
• Targeting of shopper behaviour groups
• Ensuring the fixture facilitates sales
• Pricing / promotion / gondola ends
• Consolidating competitive position vs. private
  label
• NPD route to repertoire