Your SlideShare is downloading. ×
Markma10 step by step marketing plan
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Markma10 step by step marketing plan

1,505
views

Published on

Published in: Business, News & Politics

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,505
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The 10 Step Marketing Plan 2012 Edition LU, QINGJUAN Ateneo Graduate School of Business
  • 2. 10 STEPMarketing Plan for Kellogg’s cereals LU, QINGJUAN Product March 01, 2012 Photo here
  • 3. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
  • 4. Steps 1 to 5 Summary headline of the marketing mix & strategy1. Kellogg’s cereal PTM are the parent who has kid or adult.2. Who want to have Kellogg’s cereal keep you energized physically.3. Can choose Nestle & Cheerios.4. Gap is all other brands are new comer and less experience than Kellogg major trends in cereal industry.5. Market size: sales of nearly $9.7 billion, 42% of market share global.
  • 5. Steps 6 to 10Summary headline of themarketing mix & strategy 6. Kellogg’s cereal is a health diet food. 7. In price 20% less than Nestle, only 10% higher than Cheerios. 8. Promo uses TV add, event, experiences and coupons. 9. Distributed globally, 120 country. 10. Strongest brand recognition and advertising recollection
  • 6. 1. Kellogg’s cereal primarytarget market (PTM)* Parent who has kid or adult, social class AB and C, single or married. Who love the sweet cereal, and who want to take the most convenience food for breakfast and also health.
  • 7. 2. My PTM’s NWDNeeds from Maslow’s hierarchyWants determine choiceDemands for them to buy the product
  • 8. PTM needs to be survival and health Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love)I want health Safety Needs (security, protection) I Need food Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 8
  • 9. 2. PTM’s needs, wants &demandsNeeds: People need food for survival, and during the common three meals a day, the breakfast is the most important.Wants: People may want the different tastes for the foods, some of the people like sweet and some of the people may like the salty.Demands: With the differentiate for organic combination or more vegetable for balancing the bodily functions health.
  • 10. 3a. Kellogg’s cereal Directand indirect competitors Direct: Nestle, Cheerios Indirect: Quaker Oats, Bread talk Variables: Age, Price, Packaging, Specific use
  • 11. 3b. Example of a 2x2competitive position map forCereal Price vs. Age Matrix Nestle Nestle KoKo Fintness Krunch Kellogg’s Cheerios Rice Mulh grain Krispies Kellogg’s Froshies Cheerios Fruit cheerios
  • 12. 4. Gap between customersand competitionInternational expansion is the biggest area for growth for Kellogg’sKellogg can continue to slowly diversify, while still remaining in their core business area, which will increase their profitability.Develop a better pricing and guarantee lower prices to increase the market share.
  • 13. 5a. Estimate the market sizeusing customer data1. Kellogg’s Cereal Usage per day or per year  45 of 90 million Filipino eat Kellogg’s cereal everyday as breakfast for 50g which costs around P25 per 50g  20M X 365 X P20 = P219 billion
  • 14. 5b. Kellogg’s Market analysis1. Market size: sales of nearly $9.7 billion in the Ready-To-Eat market2. Market share: competition is heating up in this market as flat sales and low- priced clones have eroded the market shares of Kellogg and General Mills.
  • 15. 6a. Kellogg’s cereal productcategory
  • 16. 6a. Nestle & Cheerios productcategory
  • 17. 6a. Kellogg’s supermarketdisplay vs. Nestle & Cheerios
  • 18. 6b. Product DescriptionOrganics, certified and recognizable by the green USDA label, are required by federal law to be produced without toxic inputs and genetically engineered ingredients.
  • 19. 7. Kellogg’s cereal Price  Source form market research and online research
  • 20. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use
  • 21. 8a. Kellogg’s cerealPromotionsLet’s consumers know about products and services.Tries to encourage consumers to purchase the product or service, often by telling them about the benefits they will gain.
  • 22. 8a. Kellogg’s Promo commercials - Advertisinghttp://www.youtube.com/watch?v=rNLcFd9kJ 2I
  • 23. Kellogg’s Promocommercials - Coupons
  • 24. 8b. Nestle & Cheerios commercial-Advertisinghttp://www.youtube.com/watch?v=gVWn0dbIjQs http://www.youtube.com/watch?v=rIaVph0JFM4 Compare with Nestle & Cheerios commercial ad, Kellogg’s more funny
  • 25. 9. Kellogg’s cereal isdistributed globally  Supermarkets, convenience outlets, drugstores  Globally, around 120 country  Pick-up by customers, cash and credit translation, ordered via internet.
  • 26. 10. Innovating Products is thegeneric winning strategy?The successful introduction of new products helps reinforce brand awareness, drive sales, and strengthen both the product and price/mix, consistently develop products that are differentiated in the marketplace and respond to the changing tastes and lifestyle needs of consumers around the goal.
  • 27. SUMMARY 27
  • 28. Steps 1 to 5 Summary headline of the marketing mix & strategy1. Kellogg’s cereal PTM are the parent who has kid or adult.2. Who want to have Kellogg’s cereal keep you energized physically.3. Can choose Nestle & Cheerios.4. Gap is all other brands are new comer and less experience than Kellogg major trends in cereal industry.5. Market size: sales of nearly $9.7 billion, 42% of market share.
  • 29. Steps 6 to 10Summary headline of themarketing mix & strategy 6. Kellogg’s cereal is a health diet food. 7. In price 20% less than Nestle, only 10% higher than Cheerios. 8. Promo uses TV add, event, experiences and coupons. 9. Distributed globally, 120 country. 10. Strongest brand recognition and advertising recollection
  • 30. 10 STEPMarketing Plan for Kellogg’s cereals LU, QINGJUAN March 01, 2012 30