Welcome to Day 22 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Kellogg's!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Kellogg's?
"Cereal": 84.6%
How would you describe the "typical" customer of Kellogg's?
"Families with kids and budget-conscious shoppers who want quick, familiar breakfast options."
If you could rename Kellogg's to describe what they actually are, what would you call it?
"BreakfastBasics"
"FamilyBreakfast"
"Breakfast Company"
Describe Kellogg's in exactly three words.
Convenient: 72.1%
Familiar: 55.1%
Affordable: 29.7%
If you could fire the CEO of Kellogg's, would you? (Yes/No)
"No": 98.5%
"Yes": 1.5%
If you met the CEO of Kellogg's, what is the first question you would ask them?
"How will you make your products healthier and more affordable for families?"
"What are you doing to improve nutrition and reduce sugar in your products?"
"How are you addressing concerns about sugar and nutrition in kids' cereals?"
What is the maximum price (in dollars) you would pay for a product before walking away?
Average: $5.42
How long do you expect a Kellogg's product to last?
Average: 175.8 days
If you could change one thing about the product, what would it be?
"Less sugar and more whole grains."
"Less sugar and clearer ingredient labels."
What is the one thing we could add to this product that would make it worth double the current price to you?
"Make it organic, higher in protein, and packaged sustainably."
"Use organic, non-GMO ingredients and add protein/fiber so it feels like a healthier, premium breakfast."
"Make it organic, higher in protein, much less sugar, and come in resealable, eco-friendly packaging."
Who is the biggest threat to Kellogg's?
"Store brands and cheaper supermarket cereals"
What is the best alternative to Kellogg's?
"General Mills": 45.9%
"Post": 1.3%
Store-brand cereals": 1.3%
Why haven’t you switched to a competitor yet?
"Out of habit, convenience, and because their products are widely available and familiar."
"Out of habit and trust — I know what I like, and it's usually available where I shop."
"Out of habit, familiarity, and because it's often on sale where I shop."
On a scale of 0-10, how much do you trust Kellogg's?
Average: 6.1
Distribution: Score 4: 0.4%, Score 5: 5.4%, Score 6: 77.7%, Score 7: 16.5%
Do you think Kellogg's’s best days are ahead of it or behind it?
"Ahead": 60.0%
"Behind": 40.0%
If Kellogg's went out of business tomorrow, would you care? (Yes/No)
"No": 95.2%
"Yes": 4.8%
Does Kellogg's actually care about its customers? (Yes/No)
"No": 63.2%
"Yes": 36.8%
Do you know the name of the Kellogg’s CEO? (Yes/No)
"No": 99.8%
"Yes": 0.2%
Does the CEO’s public behavior make you less likely to buy from Kellogg's?
"No": 87.1%
"Yes": 12.9%
Do you think the leadership at Kellogg's is competent? (Yes/No)
"Yes": 72.1%
"No": 27.9%
Is the leadership of Kellogg's a liability to the company? (Yes/No)
"No": 73.9%
"Yes": 26.1%
Do you think the CEO uses their own product? (Yes/No)
"No": 68.1%
"Yes": 31.9%
Do the executives at Kellogg's seem out of touch with reality? (Yes/No)
"Yes": 57.3%
"No": 42.7%
Would you buy Kellogg's if it weren't on sale? (Yes/No)
"Yes": 71.0%
"No": 29.0%
Is Kellogg's worth the money? (Yes/No)
"Yes": 71.7%
"No": 28.3%
If Kellogg's raised their prices by 10%, would you still buy it? (Yes/No)
"No": 60.3%
"Yes": 39.7%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert Scale: Very Unlikely to Very Likely)
Average: 3.7
Result: Score 2: 6.7%, Score 3: 23.4%, Score 4: 61.6%, Score 5: 8.3%
Has the quality of Kellogg's declined recently? (Yes/No)
"No": 76.4%,
"Yes": 23.6%
Is Kellogg's too "woke"? (Yes/No)
"No": 99.2%
"Yes": 0.8%
Are you loyal to Kellogg's because you like it, or because you’re stuck?
"Like it": 90.1%
"Stuck": 6.6%
"Not loyal": 3.3%
Do you think Kellogg's will exist in 10 years? (Yes/No)
"Yes": 100%
How likely are you to purchase from Kellogg's in the next 6 months? (Likert Scale: Very Unlikely to Very Likely)
Average: 4
Result: Score 2: 0.7%, Score 3: 9.9%, Score 4: 79.6%, Score 5: 9.9%
See you tomorrow for Day 23!