Client Background: Kellogg’s, a global leader in the breakfast cereal market, has a strong presence in India with its wide range of products. As consumer habits shift towards healthier breakfast options, Kellogg’s faces increased competition from both local and international brands. Additionally, with the rise of e-commerce, Kellogg’s needed to adapt its promotional strategies to capture the growing online consumer base.
Industry Challenges: The breakfast cereal industry in India is characterized by growing consumer awareness of health and nutrition, leading to increased competition from both established brands and new entrants. Additionally, the rise of online shopping has changed consumer behavior, with more consumers opting to purchase groceries and breakfast items through e-commerce platforms. To remain competitive, brands need to create promotions that appeal to the online shopper while offering tangible benefits.
Objective: Kellogg’s aimed to increase sales of its newly launched breakfast cereal variant on e-commerce platforms. The objective was to create a promotion that would incentivize online purchases and encourage consumers to try the new product.
Our Solution: RewardPort designed a promotion offering an assured Rs. 100 Ola voucher for purchases of Kellogg’s products worth Rs. 99 or more. This practical reward was chosen to appeal to urban consumers who frequently use ride-sharing services like Ola. The promotion was easy to participate in, with the voucher redeemable directly through the Ola app, making it a convenient and attractive offer for online shoppers.
Logic: The decision to offer an Ola voucher as a reward was rooted in its relevance to the lifestyle of Kellogg’s target audience—urban consumers who value convenience. By linking the purchase of breakfast cereal with a reward that could be used for daily commuting or travel, the promotion provided immediate value to the consumer. The choice of an e-commerce platform ensured that Kellogg’s could tap into the growing trend of online grocery shopping.
Results: The promotion was a success, leading to a significant increase in online sales of Kellogg’s new breakfast cereal variant. Consumers appreciated the practical reward, and the simplicity of the redemption process further contributed to the campaign’s effectiveness. Kellogg’s was able to enhance its brand presence in the online market while encouraging trial of its new product, demonstrating the effectiveness of practical, lifestyle-oriented rewards in driving e-commerce sales.