Cheerios IWOM Observation Kids Breakfast
Kids Breakfast
Cereals
Portal website community:
Sina BBS, 163
Food vertical community:
Meishichina
3. Comprehensive community:
Tianya, Baidu Tieba, 19lou
4. WIKI:
Zhidao, SOSO
5. Blog/Microblog:
Sina Blog, Sina Microblog
Cheerios
Honey Nut’sMonitoring time: 2011.01.01-2011.10.31Monitoring ScopeMediaBrandCategory2Honey Nut’s
1,112Kids Breakfast owns various topics discussionKids Breakfast
557,265Kids Breakfast
Cereals
76,376Cheerios
6,687Cheerios only accounts for 1% of Breakfast topics.3■ Ngredient◆ Breakfast need● Related brand▲Related hot spotFruit, milk, egg and other traditional ingredients have a high connectivity with kids breakfast.
Nutritious, rich and convenient are the most common need; thereby, lots of netizens will share cooking tips and breakfast combination before exams online.
McDonald’s and KFC are the brands linking to kids breakfast most closely; topics are from Microblog, most of them about recipe sharing and breakfast DIY. 4Kids Breakfast▲烹饪心得■水果●麦当劳◆营养■牛奶■鸡蛋■蔬菜■粥■豆浆■馒头■蛋糕■油条■包子■汉堡■酸奶■饼干■三明治■培根■芝麻糊●KFC●蒙牛●永和●三元●伊利●桂格●湾仔码头●南方●光明●好利来●雀巢●曼可顿●宾堡◆丰富◆方便◆简单◆安全◆养生◆饮食习惯◆绿色◆均衡◆口感◆价格◆天然◆便携◆饱腹感▲考试▲挑食▲广告▲DIY◆热量▲品牌▲路边摊▲优惠▲打折▲会员▲包装■谷物Which keywords are closely associated w/ “Kids Breakfast” ？123Moms' problems about kids breakfast 2. Tight schedule3. Lack of diversity孩子12岁了，正是长身体的时候，而且是小学毕业班，早晨7点就要到校，中午11点放学，需要4个小时呀。谁能帮忙出出主意，有什么准备起来快捷又有营养的早餐，最好多几样，轮换着吃。(link)
能够让孩子吃到放心、营养的早餐，是我的希望。只是每天要准时上班，早上像打仗一样的坚持吧！！各位妈妈有什么方便又营养的早餐食谱，统统地扔过来吧，多多益善，呵呵。(link)
潮汕人喜欢白粥配“杂咸”，爽口、方便但其实没营养，特别是对孩子。近来我自己坚持磨豆浆，搭配面包，吃起来是不错，又怕黄豆中的嘌呤太多，不敢长期喝。(link)我家那个魔怪要求一周不能重样的，我一般安排两次面食，两次粥，两次西式，最后周六我要睡懒觉，我妈给他弄。(link)
不要总是做淡味的粥，（就是咱说的甜汤），偶尔做一回咸的粥，要变换着花样。希望乖娃儿能看到这篇帖子，明白做父母的苦心。(link)
整天发愁不知早上做什么，千遍一律的早餐让孩子失去了胃口，有时候早餐都不怎么吃。早餐很重要，真是个用心的妈妈。(link)昨天妈妈们都在聊美食，可怜我们上班族没时间弄啊，有时候感觉真的愧对儿子。(link)
职场妈妈早晨能给孩子做完早饭再去上班，已经很让我羡慕了，我现在早晨一般都没时间给大晨做早饭，不是大晨没起床呢就是我时间紧，跟打仗似的以分钟为单位。(link)
时间不够用啊,周六六点左右我就得起床了，因为还要做早餐给锋吃了才去上托班的，有时托班不开，我就更愁了，还得托亲朋好友帮忙带一天，实在不行，只好自己请假带了．(link)Imbalance
Nutrition5■ Ingredient◆ Breakfast cereals need● Related brand▲Related hot spotNestle (related to product) and KFC (comparison with nutrition of breakfast cereals) are the brands connected most highly with breakfast cereals.
Few netizens will prepare single cereal for breakfast, but combine it with other ingredients; netizens doubt nutrition and health of breakfast cereals, meanwhile, they usually share cooking tips and breakfast combination.
When choosing breakfast cereals, netizens still prefer traditional oatmeal, cereal and other products.6Kids Breakfast
Cereals▲上班族■燕麦●雀巢★ Related combination★水果◆营养◆健康◆时尚◆养生◆口感◆天然◆绿色◆均衡◆便宜◆便捷◆可信赖◆西方◆助消化■麦片■玉米■小米■全麦面包■玉米片■薏仁粉★酸奶●KFC●佳乐仕●桂格●亨利●宝氏●曼可顿●宾堡●麦当劳●三元●蒙牛●伊利●悦活燕麦★橙汁★面包★巧克力★蜂蜜★蛋糕★豆浆★奶粉★咖啡▲搭配▲白领▲SOHO▲品牌▲DIY▲烹饪心得Which keywords are closely associated w/ “Kids Breakfast Cereals” ？★牛奶★鸡蛋1223Now netizens have cognition biases of breakfast cerealsWhat’s breakfast cereals?
我真想说，这些狗屁的谷物早餐中国一样都不吃，都是没营养的货，我们早餐店满街都是……(Link)
像“蛋奶星星”之类的谷物早餐好不好？(Link)早餐食物不够丰富呀第一天只吃了一片面包和一杯牛奶谷物(Link)
多吃点蔬菜才好~光吃谷物只是维持能量平衡罢了~(Link)
果然谷物早餐对孩子来说是吃不饱，只有星巴克的牛肉芝士可颂才给力(Link)雀巢谷物早餐是什么 东东?在哪买呀?(Link)
天天喝牛奶，今早喝粥，算谷物了。(Link)
谷物类早餐有哪些呢？(Link)What’s the benefit of breakfast cereals?Can we only/long term have breakfast cereals????Now, there is still a lot doubt/misunderstanding about breakfast cereals; it’s hard for netizens to define the boundaries of breakfast cereals, additionally, netizens is lack of the cognition of its nutrition and other benefits; online customers are apt to have traditional breakfast, and they think single cereals can’t be a balanced breakfast.7■ Brand awareness ◆ Product attribute● Related brand▲Related hot spot8Cheerios◆ 口味■健康●雀巢★ Related combination★巧克力◆营养◆维生素◆热量◆口感◆进口◆安全◆成分◆价格■便捷■天然■时尚■可信赖■绿色■均衡■西方■养生■饱腹感■零食▲广告◆形状★水果★咖啡★奶茶★酸奶★蜂蜜★面包★豆浆★蛋奶星星★奶粉★豆奶★抹茶牛奶★芝麻糊★鸡蛋▲王力宏▲搭配▲会员▲减肥▲促销▲打折●佳乐仕●亨利●宝氏◆膳食纤维◆包装★牛奶★脆圈圈Which keywords are closely associated w/ “Cheerios” ？Moms enjoy discussing about different drinks and ingredients combining with Cheerios; meanwhile, taste and nutrition (nutrient composition) are also the product attributes they concerned about.
Moms think that Cheerios are healthy and convenient; but some netizens hold that Cheerios is “snack”, and this opinion is from Microblog.★果汁121很丰盛吧～脆谷乐可以在吃的过程中不断地加 脆脆的好吃 泡软了也不错~(link)
终于在棒棒奶酪和脆谷乐的诱惑下早上没有哭，自己穿衣穿裤洗脸，穿上小石阿姨买的鞋出发了。(link)偷偷泡了女儿一袋脆谷乐,倒了满满一大碗，浇上牛奶，据说这是正宗美国吃法（王力宏的脆谷乐广告这么说过）(link)9现在没有的卖了，淘宝上也没有，之前发现超市有种雀巢的脆谷乐和它挺像的，可惜不是以前的那种味道(link)脆谷乐+牛奶+鸡蛋+火腿,孩子正是长身体的时候,单吃牛奶脆谷乐肯定是不行的,而且还怕我的大宝贝儿会吃腻,好头疼啊(link)雀巢脆谷乐 ，两包特惠9.9， 看单包3.9。这促销真赚。。。(link)
这周末的 脆谷乐 下周的卡玫尔 这个假期是 促销月。。。(link)泡一碗牛奶麦片搭配雀巢脆谷乐，吃饱了摸着圆鼓鼓的肚子睡觉，有一天我变成胖猪儿，谁都别同情，都是自己找的！(link)
刚发现的健康早餐，全麦的脆谷乐，含膳食纤维，维生素和矿物质。平时我搭配豆浆吃，今天起晚了只能泡牛奶(link)“Taste” owns the most online discussion; netizens share usage experience and evaluate it good; “choosing drinks” also owns better discussion heat, and netizens like mixing with different drinks to gain different taste and nutrition.”Taste” is the hottest topic around Cheerios9Cheerios is treated as “snack”10今晚滴晚餐～稀饭滴脆谷乐～蜂蜜味道很甜还是和酸奶搭好～或者直接当零食 哈哈哈哈(link)
巧克力不是零食对不对？脆谷乐也不是零食对不对？。。。。。。(link)
今天好冷好无聊啊！连门都懒得出。。吃了一天的脆谷乐加酸奶，看电影就直接把脆谷乐当零食。再这样下去没的吃啦！！！(link)
还真的觉得雀巢的脆谷乐最好吃,,加不加牛奶都好吃..不作早餐也可以做零食的..自我感觉..哈哈哈哈.(link)
下午再饿也不吃零食，连饼干也不吃了，拿脆谷乐对蜂蜜水，放点葡萄干和自己在家咂的生核桃仁，混一块吃。再就吃水果了。(link)
团子把我的4格零食柜全部整理了一遍…找出来很多没开封的已经过期的和即将过期的饼干，零食，小馒头，方便面等等…扔掉，扔掉。还有一大堆的糖果，牛肉干，脆谷乐，巧克力，奶茶，咖啡，蛋卷，海苔，薯片，各种口味的饼干，都是买了放那里就不再过问的(link)
雀巢脆谷乐，白嘴当零食吃哈哈，泡什么牛奶啊，浪费。(link)
脆谷乐不泡牛奶，直接当零食嚼着吃，嗯嗯，味道不错！(link)
以前都是把脆谷乐倒牛奶里，或者直接给屁猪做零食。(link)
说到“脆谷乐”，之前买了一盒回家，被我老爸当爆米花之类之类的零食，2天就解决完了~~(link)“Due to cognitive deviation of product positioning/attribute, more and more adults like eating Cheerios. They treat it as snack or night snack with different drinks, and share the pics online.”≈10Cheerios is just the complementary food of breakfast脆谷乐+牛奶+鸡蛋+火腿,孩子正是长身体的时候,单吃牛奶脆谷乐肯定是不行的,而且还怕我的大宝贝儿会吃腻,好头疼啊!(link)
雀巢的脆谷乐，就是泡饭，水果，牛奶，脆谷乐，基本营养够了足够了，太多浪费(link)
还是兑牛奶比较好吃吧,经常给我家孩子做早餐倒一点,配点水果,煮鸡蛋,营养什么的应该很全面了(link)
脆谷乐,感觉像膨化食物.(link)
早餐：崇明小方糕一块 养乐多一瓶 冬枣若干 午餐：牛奶+脆谷乐+可可味滋滋+香蕉+猕猴桃+葡萄干 OVER(link)
“”Moms are used to pairing fruits, bread or other foods with Cheerios at breakfast, because they think in this way it can ensure kids enough nutrition and “being full”.11■ Brand awareness ◆ Product attribute● Related brand▲Related hot spot12Honey Nut’s★ Related combination◆形状★水果●亨利★牛奶★豆浆★面包★酸奶★奶茶★沙拉★冰激凌★玉米片★可可米●家乐仕●雀巢●宝氏▲广告▲搭配▲打折▲会员▲促销■ 夜宵▲打折■便捷■健康■时尚■西方■助消化■低脂肪■可信赖◆营养◆维生素◆口感◆热量◆进口◆膳食纤维◆安全◆成分◆非油炸◆价格◆包装■天然■均衡■零食Which keywords are closely associated w/ “Honey Nut’s” ？Taste, vitamin and shape are Honey Nut's product attribute that netizens concerned about most.
Health (asking whether healthy/thinking Honey Nut's is healthy) and convenient are the main brand awareness of Honey Nut’s.
Milk is the most common drink to have with Honey Nut’s, the next are fruit and soybean milk; netizens discuss about other breakfast food combined with Honey Nut’s and the taste online. ★鸡蛋★果汁123Most online positive topics about tasteCheerios and Honey Nut’s have good IWOM preference; but most of the positive topics are about “taste” rather than “nutrition”.13Cognitive boundaries between Cheerios and Honey Nut’s is vague14“Similar way of eating, shape and nutrition make netizens have a vague cognition of two products, and they haven’t formed a clear cognition at brand level≈”14Sina Microblog owns the best volume preferenceSina Microblog owns the highest discussion heat, and most of them are about cooking tips and sharing pics of kids breakfast.
Sina Microblog contents are about kids breakfast ads/recipe and other related content.
Much more parents are used to asking for breakfast guidance on WIKI&BBS, exchanging experience online and sharing problems/moods.15Monitoring SummaryFor Kids Breakfast, there are various topics online, which volume is more than 0.55 million in monitoring period; but breakfast cereals just accounts for 13%, and Cheerios just 1%.
Moms are apt to cook breakfast at home, meanwhile, they need convenience, balanced nutrition and diverse choices of breakfast.
Now, netizens have a severe cognitive lack and biases of breakfast cereals.
Netizens misunderstand the product positioning of Cheerios; most of them take it as “snack” not a staple food of breakfast; additionally, similar product characteristics and lack of brand implantation make netizens vague about the difference between Cheerios and Honey Nut’s.
Cheerios and Honey Nut’s own good online preference, but all of them are from taste.16Thank you17
