Superpositioning through Product Extension
At times, one has a Eureka insight — either internally generated or driven by an advisor well versed in such matters — that there are other places your product or service can be of value
Kudos to the Kellogg’s brand manager who identified the late-night snacker as a non-breakfast target. Whether health-conscious or simply overweight, this individual is looking to replace the high fat/calorie munchie s/he is already using. The initial ads for Special K Chocolatey Delight certainly spoke to my wife! (I guess we’ll see if it works on me once we have the product in our house).
Would you believe the brand now contains 15 distinct products? See
http://www2.kelloggs.com/brand/brand.aspx?brand=215.
http://www2.kelloggs.com/brand/brand.aspx?brand=215.
While the newest of the Special K product extensions provides one more option to the same Female 25-39 target customer, the introduction also begins to “superposition” as a lifestyle brand for a broader audience.
It’s time to ask yourself: do I have the insights and objectivity to see how my customers and non-customers could use my products and services at times and in other ways than I have envisioned?
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