Revitalising a valued character
A Kellogg's case study

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Page 4: Research results

Qualitative research finds out about the opinions, views and thoughts of consumers. The Frosties qualitative research showed that Tony, while 'cool' was losing relevance for some kids, which resulted in Frosties not having the 'playground credibility' like some other kids' brands, eg Dairylea and Tango.

Quantitative research identifies factors that are measurable; it creates numbers that can be analysed. Quantitative research about Frosties produced some key data.

The research showed that the Frosties brand was nearing the end of the growth phase in its life-cycle and was moving towards maturity as more competition entered the market. One effect of newer products from competitors was that children no longer considered Tony to be as 'cool' as other cereal characters.

When research suggests that a firm's product or brand is approaching decline, the firm has important decisions to make. Should it try to extend the life of the brand, or would it be better to develop new, replacement products or brands?

Kellogg's decided to extend the Frosties life-cycle by re-adjusting the marketing mix. Kellogg's hoped that, by investing heavily in the mix and by modernising Tony, Tony would again become the favourite cereal character of consumers in the targeted age range.

Kellogg's | Revitalising a valued character