Marketing Plan Final Presentation

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Responsible for segmentation analysis & target market slides only for Marketing class.

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  • Might split this one into two if we have enough slides…Crunchier so the cereal doesn’t get soggy.Sold in two popular Pop Tart pastry flavors Strawberry and Chocolate.Flavoring on outside so the fun delicious cereal is more flavorful.
  • We probably could add the random facts to another slide if there is space..Convenience good because it is a frequently bought item on grocery list.Consumer good because every day people buy it.Non durable good because you cannot reuse it more than once.
  • Similar ingredients being enriched flour, corn syrup and soy bean oil.
  • Marketing Plan Final Presentation

    1. 1. Pop-tart Mini’s<br />Pop-tart Mini’s<br />Marketing Plan By:<br />Karie Strangeway<br />Olga Shevchenko<br />Madelyn Schnierle<br />Dave Schneck<br />Erik Gosselink<br />
    2. 2. Kellogg Company is the world’s leading producer<br />of cereal and a leading producer of convenience<br />foods, including cookies, crackers, toaster<br />pastries, cereal bars, frozen waffles, and meat<br />alternatives.<br />
    3. 3. Pop Tart Mini’s<br />Kellogg’s newest line of cereal<br />Similar to a Pop Tart pastry <br />Size of frosted mini wheat's<br />Flavoring is on the outside<br />Crunchier than the original Pop Tart pastry<br />Sold in 13.5 or 18 ounce boxes<br />Box will have the same appearance as the pastry<br />
    4. 4. Product<br /> Kellogg’s is already a big name in the cereal industry and Pop Tart Minis will fit in great with the Pop Tart family.<br />Convenience good<br />Consumer good<br />Non-durable good<br />
    5. 5. Nutrition Facts<br />High in calcium <br />More fiber from whole wheat<br />More vitamin C & A<br />Made with similar ingredients as Pop Tart pastry<br />Made with real strawberries <br />
    6. 6. NAICS & Industry Assessment<br />Pop Tart Minis fall under breakfast cereal manufacturing code<br />311230<br />2.7 billion packages of cereal are sold each year<br />Kellogg’s market share for 2008 was about 33%<br />General Mills market share is 25%<br />
    7. 7. Environmental Factors<br />Regulatory/Legal concerns<br />FDA<br />GRAS<br />Labeling<br />Nutrition panel<br />Ingredient declarations<br />Economic trends and concerns<br />Healthier products<br />KGNC<br />
    8. 8. Environmental Factors (cont.)<br />Environmental concerns<br />Cost and availability of energy and water<br />Impact on agriculture and water quality<br />Biodiversity<br />Climate change concerns<br />Technology concerns<br />Leased green facility – LEED Certified<br />Retrofitting into existing facilities<br />
    9. 9. Environmental Factors (cont.)<br />Social concerns<br />Healthy fast paced lifestyles<br />Obesity<br />Competition concerns<br />General Mills<br />Nestle<br />Quaker<br />Generic brands<br />
    10. 10. Segmentation Analysis<br />26 +<br />5 - 6<br />19 - 25<br />14 - 18<br />Target Market<br />7-10<br />Target Market<br />11-13<br />
    11. 11. Target Market<br />Target Market<br />7 to 13 years of age<br />BMI<br />Associated with eating cereal daily<br />Puberty<br />Boys 8 to 13<br />Girls 10 to 15<br />Economy<br />Parents<br />Middle income households<br />
    12. 12. Price<br />Competition pricing <br />Varies greatly<br />Ranges $.122 to $.625 per ounce (18 oz box) <br />Strategy<br />Penetration pricing<br />Attract new customers<br />Gain market share<br />Price<br />$.26 per ounce<br />$4.69 per 18 oz box<br />
    13. 13.
    14. 14. Distribution<br /> *Everywhere Kellogg’s Products Are Sold*<br />Intensive distribution strategy<br />Grocery/Discount Stores<br />Convenient Stores<br />Pharmacies<br />Displayed on 3rd or 4th shelf<br />Placed around eye level<br />Increase customer exposure<br />
    15. 15. Promotion<br />Introduction stage/Gain awareness<br />TV advertising<br />Family oriented channels<br />Sales promotions<br />In store samples<br />Coupons<br />Mail advertising<br />Direct mail<br />Newspapers<br />
    16. 16. Work Cited<br />Kellogg’s Company. (2007) A Historical Overview. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kellogghistory.com/history.html<br />Kellogg’s Company. (2009) How it all Began. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kelloggs.co.uk/company/history/howitallbegan.aspx<br />Kellogg’s Company. (2007) Kellogg Global Nutrition Criteria Fact Sheet. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kelloggs.ca/newsroom/news27/kgnc_factsheet_en.pdf<br />Kellogg’s Company, (2008) Kellogg’s Corporate Responsibility. 2008 Report (pp 50, 27), Kellogg Company<br />Topher. (2008) Breakfast Food Statistics. Retrieved September 2009, From Topher’s Breakfast Cereal Character Guide. Web Site: http://www.lavasurfer.com/cereal-stats.html<br />U.S. Census Bureau. (2008) 2007 NAICS Definition. Retrieved September 2009, From North American Industry Classification System. Web Site: http://www.census.gov/cgi-bin/sssd/naics/naicsrch?code=311230&search=2007%20NAICS%20Search<br />Topher. (2008) Breakfast Food Statistics. Retrieved September 2009, From Topher’s Breakfast Cereal Character Guide. Web Site: http://www.lavasurfer.com/cereal-stats.html<br />U.S. Department of Health and Human Services. (2009) Food Ingredients and Packaging. Retrieved September 2009, From U.S. Food and Drug Administration. Web Site: http://www.fda.gov/Food/FoodIngredientsPackaging/default.htm<br />
    17. 17. Thank You!<br />

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