Cereals encourage children to eat breakfast and start the day off healthily. With a multitude of brands (all in similar rectangular boxes) competing on the shelves, the best way to differentiate yourself from competitors is to offer gifts with purchase or in-pack gifts. Here are 2 examples currently on shelves in Penang, Malaysia.
Cereals & GWP Promotions
Both leading cereal companies, Nestle and Kellogg’s are currently competing on the shelves. They are offering two different types of promotional items to try and win market share.
Both promotional items will definitely attract children. Both carry their own pros & cons in terms of cost, revenue & gender preferences.
- Nestle offering Rio/DreamWorks CD computer game.
- Kellogg’s offering Hello Kitty license collectible figurines.
Nestle offer Rio computer CD games, which will grab children’s interest since these licensed CD games tie in nicely with the new movie release. The main set-back to this promotional item is that it may attract more boys than girls since boys are usually the ones playing more computer games.
CDs have a lower production cost compared to the collectible figurines offered by Kellogg’s.
Kellogg’s offer collectible Hello Kitty figurines with 5 different colours. This may have Hello Kitty fans, regardless of their age, purchase it and to come back for more just for the fun of collecting. The arrange such promotional products you may need to open a mould – if this is the case minimum ordering quantity might be an issue.
The targeted customers for such figurines may also be limited to Hello Kitty fans – mainly females.
Want to have the best of both worlds in terms of promotional product offerings? You could do something more gender neutral and target the parents like the Frosties promo in Hong Kong.
Which gift can I offer in an on pack promotion for the food industry?
A lot of gifts can be efficient for the food industry such as branded mugs, toys for children, collectible items, etc. Moreover, gifts can be developed based on target gender; for example figurines that will attract mainly girls or boys. Toys or playstation games, which will grab children’s interest. The main set-back to this promotional item is that it may attract more boys than girls since boys are usually the ones playing more games. Some gifts are profitables for companies due to the lower production cost compared to other gifts.
How can I promote my on pack promotion?
Choose the right display and the right place in stores. Make something engaging. The idea is to boost the consumers loyalty, so try to create a gift that will engage them. The best way is to put a code to download your company’s app to keep customers informed and engaged. And the most important thing is the communication Strategy : make it social! give a reward to consumers that will share their winning on social media
