2.  Kellogg is one of the world’s leading
producers of cereals. It has manufacturing
facilities in more than 18 countries and
sells its products in over 180 countries.
 Kellogg offer a range of healthy and
nutritious food items. It aims to achieve
sustainable growth by focusing on meeting
the customer requirements.
 This can be done by including more
products in the portfolio of the company.

3.  In 1980, Kellogg’s launched crunchy nut
cornflakes in UK. Since then, it has become one
of the most important brands for Kellogg’s with
a sale of 68 million.
 Kellogg launched another product, crunchy nut
cluster, under the brand name of crunchy nut.
 The present case focuses on the important of
market research during the development and
launch of crunchy nut bites, a more recent
extension to the crunchy nut brand.
 The main aim of launching crunchy nuts bites to
provide a new flavour to customer.

4.  To achieve
sustainable
growth by
focusing on
“meeting the
customer
requirement”.
 To improve its
competitive
advantage.

5.  RESEARCH DESIGN
 Hypothesis testing
 DATA COLLECTION
 Primary data
▪ Interview method
▪ Questionnaires
 Secondary data
▪ Books
▪ Journals
▪ Internet
▪ Government statistics
 SAMPLE
 Sampling- purposive and convenient sampling
 Sampling size-75
 Sample population – customers of similar product in the market.

6.  PRIMARY RESEARCH-
 Includes the data collected by interview with customer. It
prompt consumer reaction to, a new product idea and help
research understand what they think of it, how it makes them
feel, why they find it interesting or not.
 Research use questionnaires administered a large number of
respondents.
 SECONDARY RESERCH-
 Sources of secondary data includes books, journals, and the
internet and government statistics.

7.  H0 = Customer like the crunchy nut bites
 H1 = Customer do not like crunchy nut bites
 H0 ; µ = 84, S.D = 10, n = 75, mean = 81.5, level of
signification is 1%
 = 0.01/2 = 0.005
 Finding region of acceptance:-
 = 0.5-0.005 = 0.495
 From the table = 2.5+0.07
 =2.57
 From the formula
 =81.5-84/10/
 = -2.165

8.  Hence H0 i.e null hypothesis is accepted

9.  Identify competitive products idea that
had the best or least sales potential.
 Identify how to appeal the new product
consumer and how likely would be to
buy it in real life.

10.  Kellogg conducted market research before launching a new
product, crunchy nut bites , under the crunchy nut bites. The
marketresearch helped the company in finding out that the
customers liked the taste of crunchy nut bites. Therefore, the new
product can be successful in the market. After getting the positive
feedback of customers through market research, the company
launched crunchy nut bites in 2008. The new product has
increased the sale volume the company to £ 6.9 million in the
year of its launch. This indicates that research play a vital in role
in taking crucial business decision.