Comments on Current Issues in Marketing Strategy: Speical K - Market Penetration Strategy

Yeah you are right Jules, probably a good choice f...

2008-11-17T02:00:00.000-08:00

Yeah you are right Jules, probably a good choice for girls. But how come Special K think they are a cereal only for women?

Are there no overweight men out there?

Maybe they should start positioning it as a healthy "family" cereal that the Mums can buy the whole family - cause it tastes pretty good I recon.

Hey Josh, I think there would be alot of women who...

2008-11-14T17:38:00.000-08:00

Hey Josh, I think there would be alot of women who would actually be skipping breakfast because of weight concerns, it is nothing to do with being healthy but the image of being slim. I think that there would be alot of gossip out there that Special K is going up againist, aka eating breakfast makes you put on more weight because your metabolism doesnt start till PM, etc. etc.

To Daniel's point I think that Special K would definitely be one of the first choices to woman if they did decide to start eating breakfast.

Could you not find the Aussie version on You Tube?...

2008-11-07T01:48:00.000-08:00

Could you not find the Aussie version on You Tube? I haven't looked myself but have seen the Aussie version on TV.

Similar storyline but the ladies at the table actually have a conversation where they ask their friend why she looks so good and she responds that it is because she is eating breakfast. This then moves the conversation to her “losing weight because she eats more”.

I think this is slightly better than the UK(?) version you have posted because it plays on the image conscious females.

I can’t put my finger on it but it just seems weak. I like the idea that they are doing something different but it doesn’t leave me compelled to buy THAT cereal. It just tells me (and I already know anyway) that I need to eat breakfast!