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Weetabix Tailors The Marketing Message To Different Cultures

April 11, 2012: 12:00 AM EST
The U.K. makers of Weetabix breakfast cereals have learned over the years to adapt their marketing strategies to meet the conditions of individual countries and cultures. In Kenya, for example – where Wheetabix has a lock on 70 percent of the cereals market – the company employs a bicycle riding sales force that delivers small packets of two palm-sized biscuits to little shops in the countryside. In Mexico, shoppers are more likely to buy large boxes containing 48 biscuits. Because many cultures are unfamiliar with cereal-and-milk in a bowl breakfast, the strategy for entering a new market involves consumer education: what the brand stands for and how to consume it.
"Weetabix - Teach a market to love your product", Marketing Week Online, April 11, 2012, © Centaur Media plc
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