Kellogg's Crunchy Nut is a breakfast cereal made by Kellogg's containing corn flakes, honey, sugar, and chopped peanuts. It was created in the UK in 1980 and introduced to the US in 2011. Kellogg's aims to increase sales of Crunchy Nut through promotional offers, product extensions into developing markets, and potential price reductions and recipe improvements to appeal to health-conscious consumers. As the market leader, Kellogg's seeks to leverage its brand recognition, global manufacturing and distribution network, and large marketing budget to grow sales of Crunchy Nut cereal.
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
P&G transformed its supply chain from a linear chain to a responsive network through innovations like agent-based modeling, RFID technology, and strategic customer relationships. By simulating complex supply network interactions, P&G identified opportunities to reduce inventory 50% and save $300M annually with only a 1% investment. RFID implementation improved dock loading throughput by 40% and vendor-managed inventory with big customers like Walmart increased profits for both companies. Overall, P&G shifted from product to supply chain innovation to achieve strategic fit, responsiveness, and efficiency across 160 countries.
- Kellogg's was founded in 1906 in Battle Creek, Michigan by John Harvey Kellogg and Will Keith Kellogg and was originally known as the Battle Creek Toasted Corn Flake Company.
- Over the following decades, Kellogg's expanded globally and acquired several other brands, becoming one of the largest food companies in the world.
- Today, Kellogg's manufactures cereal, snacks, and other convenience foods in 17 countries and markets products in over 180 countries worldwide.
Kellogg's initially failed in India with the launch of Corn Flakes in 1994 due to lack of cultural understanding and product localization. However, they learned from their mistakes by conducting extensive market research, Indianizing their products through new flavors and packaging, improving distribution, and educating consumers. Kellogg's is now the market leader in the cereal category in India with constant innovation and adaptation to the local market. They plan to further localize their oats range by launching new Indian flavors to drive growth. However, experts note that localized variants may not be the main growth driver for the category long-term.
A Presentation on Integrated marketing strategies of Kelloggs in India. This presentation includes company profile, entry in India, promotion tools, business strategy, advertising strategy, competition and the factors of success and failure as a brand in India.
documents-ulkerbiskuvi-pdf-ulker biskuvi-management_presentationAras Dagli
This management presentation summarizes Ülker, a leading Turkish confectionery company. It outlines Ülker's position as the market leader in biscuits, chocolate and cake categories in Turkey, with market shares of 48%, 49% and 33% respectively. The presentation also discusses Ülker's strategy of streamlining its product portfolio, improving margins through a simplified distribution network under its parent company Yildiz Holding, and pursuing international expansion into high growth markets. Financial targets include achieving revenues of ~TL 2.6 billion in 2013 with EBITDA margins expanding to 11-11.5%.
Kellogg Company's mission is to build long-term growth and enhance its global leadership position by providing nutritious, superior value food products. The document then outlines Kellogg's new product development process, including idea generation, screening, development, testing, and commercialization. It discusses launching Special K Red Berries in the UK and developing Special K as a healthy snack. Various concepts, positioning, marketing strategy, distribution channels, and market analysis are presented. Kellogg conducted market research before commercializing Special K bars in the UK in 2001.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
P&G transformed its supply chain from a linear chain to a responsive network through innovations like agent-based modeling, RFID technology, and strategic customer relationships. By simulating complex supply network interactions, P&G identified opportunities to reduce inventory 50% and save $300M annually with only a 1% investment. RFID implementation improved dock loading throughput by 40% and vendor-managed inventory with big customers like Walmart increased profits for both companies. Overall, P&G shifted from product to supply chain innovation to achieve strategic fit, responsiveness, and efficiency across 160 countries.
- Kellogg's was founded in 1906 in Battle Creek, Michigan by John Harvey Kellogg and Will Keith Kellogg and was originally known as the Battle Creek Toasted Corn Flake Company.
- Over the following decades, Kellogg's expanded globally and acquired several other brands, becoming one of the largest food companies in the world.
- Today, Kellogg's manufactures cereal, snacks, and other convenience foods in 17 countries and markets products in over 180 countries worldwide.
Kellogg's initially failed in India with the launch of Corn Flakes in 1994 due to lack of cultural understanding and product localization. However, they learned from their mistakes by conducting extensive market research, Indianizing their products through new flavors and packaging, improving distribution, and educating consumers. Kellogg's is now the market leader in the cereal category in India with constant innovation and adaptation to the local market. They plan to further localize their oats range by launching new Indian flavors to drive growth. However, experts note that localized variants may not be the main growth driver for the category long-term.
A Presentation on Integrated marketing strategies of Kelloggs in India. This presentation includes company profile, entry in India, promotion tools, business strategy, advertising strategy, competition and the factors of success and failure as a brand in India.
documents-ulkerbiskuvi-pdf-ulker biskuvi-management_presentationAras Dagli
This management presentation summarizes Ülker, a leading Turkish confectionery company. It outlines Ülker's position as the market leader in biscuits, chocolate and cake categories in Turkey, with market shares of 48%, 49% and 33% respectively. The presentation also discusses Ülker's strategy of streamlining its product portfolio, improving margins through a simplified distribution network under its parent company Yildiz Holding, and pursuing international expansion into high growth markets. Financial targets include achieving revenues of ~TL 2.6 billion in 2013 with EBITDA margins expanding to 11-11.5%.
Kellogg Company's mission is to build long-term growth and enhance its global leadership position by providing nutritious, superior value food products. The document then outlines Kellogg's new product development process, including idea generation, screening, development, testing, and commercialization. It discusses launching Special K Red Berries in the UK and developing Special K as a healthy snack. Various concepts, positioning, marketing strategy, distribution channels, and market analysis are presented. Kellogg conducted market research before commercializing Special K bars in the UK in 2001.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
Kellogg first struggled when entering the Indian market as their products did not align with local tastes and eating habits. They initially launched cornflakes, wheat flakes, and rice flakes but saw poor performance. Kellogg then decided to launch more popular brands like Chocos and Frosties. They also introduced the Mazza series of cereal in local Indian flavors like mango and coconut. Kellogg increased their focus on promotions in schools and offering free samples to get people to try their products. Over time, Kellogg Indianised their products, reduced prices, and repositioned their branding to focus on nutrition rather than just health.
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
- Kellogg's was established in 1906 in the United States and is now the world's leading producer of cereal and convenience foods.
- It entered the Indian market in 1994 and offers products like corn flakes, wheat flakes, and basmati rice flakes. However, it initially failed to understand Indian consumer behavior and culture.
- A PESTEL analysis identifies factors like regulations, economic and social conditions, and technology that Kellogg's must address in India.
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
This document provides an overview of Ülker, a Turkish confectionery company founded in 1944. It discusses Ülker's history, founding, core values of making people happy, product lines, sponsorship activities, social responsibilities, vision, mission, and SWOT analysis. Ülker aims to strengthen its brand and be a top five global company while believing every child deserves a happy childhood. The document reviews Ülker's growth over the decades and expansion internationally and into new product categories.
United Biscuits aimed to reposition their Hobnobs biscuits to target younger consumers aged 18-34, while maintaining their existing audience. Market research found Hobnobs appealed more to men and younger people. The new strategy focused on portraying Hobnobs as a fun, sociable snack through humor and linking them to events relevant to younger adults. United Biscuits launched an effective marketing campaign in 1997 using sampling, promotional activities, and appropriate media like radio and magazines to introduce Hobnobs' new "Irrepressible Nobbly Adventure" image to younger consumers.
Marketing case study on procter & gamble (P&G)Rahbar Haque
Procter & Gamble (P&G) is an American multinational consumer goods corporation founded in 1837. It primarily specializes in cleaning agents and personal care products. P&G operates by continuously studying customer needs, investing in R&D to innovate products, ensuring high quality, reserving shelf space, and spending on advertising. It has a wide range of brands across categories like laundry, dish washing, hair care, and more. While P&G has had success, it faces threats such as heavy reliance on developed markets, imitable products, limited online presence, slowing dividend growth, and falling behind competitors in areas like sustainable development.
Coca cola uses various types of market segmentation including geographic, demographic, psychographic, and behavioral segmentation to target different customer groups. They segment based on location, age, lifestyle, and purchasing patterns. Some key segments include younger people aged 10-25, health conscious consumers, athletes for sports drinks, and diabetics for products like Coke Zero. Coca cola positions itself as a solution for thirst and uses segmentation to ensure continuous customer satisfaction and increasing sales by tailoring benefits to each segment.
Coca-Cola has had global success through consistent branding and marketing strategies. It entered new markets like India in 1994 by acquiring local brands for distribution. In China, it has grown to become the 3rd largest market for Coke through establishing local bottling plants and tailoring products to culture. Coke uses geographic and demographic segmentation and ensures wide availability through agreements with local bottlers around the world.
- Kellogg's launched in India in 1994 and has since offered products like cornflakes, wheat flakes, and rice flakes.
- Special K is a low-fat cereal marketed for weight loss, made of grains like rice and wheat.
- The document discusses Kellogg's target audience as Indian housewives aged 25-45, who are health-conscious and interested in losing weight easily.
Nestle Lanka PLC manufactures and distributes food and beverage products in Sri Lanka. Their Maggi instant noodle brand holds 45-50% of the noodle market share. Between 2008-2013, Maggi noodle revenue grew by 15% annually on average. The company faces competition from Prima and Alli noodle brands. To increase market share, Nestle will reposition Maggi as a family brand and launch new product lines fortified with vitamins and minerals while utilizing competitive pricing and widespread distribution. The marketing objectives are to increase Maggi's market share to 50-60% and brand awareness by 10% through new product launches, upgrading existing lines, and promotional activities over the next year.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
The document summarizes the cola wars between Coca-Cola and Pepsi from 2010. It provides histories of how each company was founded and evolved over time. Coca-Cola was formulated in 1886 and went public in 1919. Pepsi was created in 1893 and struggled before growing during the Great Depression. Both companies diversified their product lines beyond cola to respond to health concerns and a declining carbonated soft drinks market. They also expanded their international operations and adapted their strategies and relationships over time to remain competitive in the cola wars.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
MKT 408 Phase 3Prepared byTables of ContentsⅠ. Ex.docxraju957290
MKT 408 Phase 3
Prepared by:
Tables of ContentsⅠ. Executive Summary………………………………………………………………...……3Ⅱ. Objective…………………………………………………………………………….…....4Ⅲ. Background………………………………………………………………………………4
Situation Analysis…………………………………………………………………
Current Marketing Strategy………………………………………………………..
Marketing Challenges/Issues ……………………………………………………..
Current Positioning………………………………………………………………….Ⅳ. Market Analysis……………………………………………………………………….XX
Demographics ……………………………………………………………………..
Psychographics…………………………………………………………………….
Motivations………………………………………………………………………….
Personal, Social, and Cultural……………………………………………………... Influences…………………………………………………………………………..
Situational Influence……………………………………………………………….
Purchase Process…………………………………………………………………….
Post-purchase Experience……………………………………………………………...Ⅴ. Recommendation………………………………………………………………………XXⅥ. Bibliography & Footnotes…………………………….……………………………...XXⅦ. Appendix………………………………………………………………………………XX
Executive Summary (Do this one)
Objective
Our objective is to be able to provide helpful suggestions in which the Kellogg’s team can then implement in order to better their current marketing strategy. Kellogg’s company is currently facing a marketing issue in that their cereal sales have been decreasing over the years. The decrease in sales has been forcing Kellogg’s to come up with new products while also “pairing their operating costs in order to increase sales and profits” (Peltz, 2016). Another marketing issue the company is facing is that they are having trouble convincing consumers to eat cereal, and more specifically, why they should eat Kellogg brand cereal instead of a competitors such as General Mills.
Our team suggests that an objective that Kellogg should do is increase their media presence like that of competitors General Mills. In where they produce ads and tv commercials aimed at tugging on consumers feeling of nostalgia of having cereal as well as highlighting the nutritious benefits of their cereal. We would suggest that Kellogg perhaps pay merchandisers for premium eye level spots in their shelves, and end caps where their cereal will most likely get a consumer's attention. Kellogg’s could also benefit from making their different variations of their cereal in order for it to be friendly for all diets such as gluten free, whole grains, and fiber. Lastly, our other suggestion would be for Kellogg’s to join the breakfast on the go movement and make products that can be easily consumed while on the run. Some ways that they can do this is by making breakfast bars, and investing in hot cereal in to-go cups where the consumer can just add hot water and instantly have a hearty and filling breakfast wherever they may be. Our goal is that by implementing some or all of these suggestions Kellogg Company will be able to see an increase on their brand cereal consumption, as well as in increase in sales, and overall brand awareness.
Background
Kellogg’s is an American multinational food manufacturing co ...
This document provides a critical evaluation of Nutri-Grain's marketing strategy. It analyzes Nutri-Grain's current market situation, including its products, target market, distribution channels, and competition. A SWOT analysis identifies Nutri-Grain's strengths in brand recognition and market share, weaknesses in international exposure and packaging costs, opportunities in health trends and global markets, and threats from competitors. Recommendations are made to strengthen international development and improve customer relationship management.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
This presentation is based on the Harvard Business Case:Procter & Gamble: Marketing Capabilities.It was created by me during a marketing internship by Prof Sameer Mathur IIM-Lucknow
Kellogg first struggled when entering the Indian market as their products did not align with local tastes and eating habits. They initially launched cornflakes, wheat flakes, and rice flakes but saw poor performance. Kellogg then decided to launch more popular brands like Chocos and Frosties. They also introduced the Mazza series of cereal in local Indian flavors like mango and coconut. Kellogg increased their focus on promotions in schools and offering free samples to get people to try their products. Over time, Kellogg Indianised their products, reduced prices, and repositioned their branding to focus on nutrition rather than just health.
A group case study project as part of the Marketing Management Post-Graduate course work exploring the acquisition of Snapple by Quaker and then Triarc.
- Kellogg's was established in 1906 in the United States and is now the world's leading producer of cereal and convenience foods.
- It entered the Indian market in 1994 and offers products like corn flakes, wheat flakes, and basmati rice flakes. However, it initially failed to understand Indian consumer behavior and culture.
- A PESTEL analysis identifies factors like regulations, economic and social conditions, and technology that Kellogg's must address in India.
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
This document provides an overview of Ülker, a Turkish confectionery company founded in 1944. It discusses Ülker's history, founding, core values of making people happy, product lines, sponsorship activities, social responsibilities, vision, mission, and SWOT analysis. Ülker aims to strengthen its brand and be a top five global company while believing every child deserves a happy childhood. The document reviews Ülker's growth over the decades and expansion internationally and into new product categories.
United Biscuits aimed to reposition their Hobnobs biscuits to target younger consumers aged 18-34, while maintaining their existing audience. Market research found Hobnobs appealed more to men and younger people. The new strategy focused on portraying Hobnobs as a fun, sociable snack through humor and linking them to events relevant to younger adults. United Biscuits launched an effective marketing campaign in 1997 using sampling, promotional activities, and appropriate media like radio and magazines to introduce Hobnobs' new "Irrepressible Nobbly Adventure" image to younger consumers.
Marketing case study on procter & gamble (P&G)Rahbar Haque
Procter & Gamble (P&G) is an American multinational consumer goods corporation founded in 1837. It primarily specializes in cleaning agents and personal care products. P&G operates by continuously studying customer needs, investing in R&D to innovate products, ensuring high quality, reserving shelf space, and spending on advertising. It has a wide range of brands across categories like laundry, dish washing, hair care, and more. While P&G has had success, it faces threats such as heavy reliance on developed markets, imitable products, limited online presence, slowing dividend growth, and falling behind competitors in areas like sustainable development.
Coca cola uses various types of market segmentation including geographic, demographic, psychographic, and behavioral segmentation to target different customer groups. They segment based on location, age, lifestyle, and purchasing patterns. Some key segments include younger people aged 10-25, health conscious consumers, athletes for sports drinks, and diabetics for products like Coke Zero. Coca cola positions itself as a solution for thirst and uses segmentation to ensure continuous customer satisfaction and increasing sales by tailoring benefits to each segment.
Coca-Cola has had global success through consistent branding and marketing strategies. It entered new markets like India in 1994 by acquiring local brands for distribution. In China, it has grown to become the 3rd largest market for Coke through establishing local bottling plants and tailoring products to culture. Coke uses geographic and demographic segmentation and ensures wide availability through agreements with local bottlers around the world.
- Kellogg's launched in India in 1994 and has since offered products like cornflakes, wheat flakes, and rice flakes.
- Special K is a low-fat cereal marketed for weight loss, made of grains like rice and wheat.
- The document discusses Kellogg's target audience as Indian housewives aged 25-45, who are health-conscious and interested in losing weight easily.
Nestle Lanka PLC manufactures and distributes food and beverage products in Sri Lanka. Their Maggi instant noodle brand holds 45-50% of the noodle market share. Between 2008-2013, Maggi noodle revenue grew by 15% annually on average. The company faces competition from Prima and Alli noodle brands. To increase market share, Nestle will reposition Maggi as a family brand and launch new product lines fortified with vitamins and minerals while utilizing competitive pricing and widespread distribution. The marketing objectives are to increase Maggi's market share to 50-60% and brand awareness by 10% through new product launches, upgrading existing lines, and promotional activities over the next year.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
The document summarizes the cola wars between Coca-Cola and Pepsi from 2010. It provides histories of how each company was founded and evolved over time. Coca-Cola was formulated in 1886 and went public in 1919. Pepsi was created in 1893 and struggled before growing during the Great Depression. Both companies diversified their product lines beyond cola to respond to health concerns and a declining carbonated soft drinks market. They also expanded their international operations and adapted their strategies and relationships over time to remain competitive in the cola wars.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
MKT 408 Phase 3Prepared byTables of ContentsⅠ. Ex.docxraju957290
MKT 408 Phase 3
Prepared by:
Tables of ContentsⅠ. Executive Summary………………………………………………………………...……3Ⅱ. Objective…………………………………………………………………………….…....4Ⅲ. Background………………………………………………………………………………4
Situation Analysis…………………………………………………………………
Current Marketing Strategy………………………………………………………..
Marketing Challenges/Issues ……………………………………………………..
Current Positioning………………………………………………………………….Ⅳ. Market Analysis……………………………………………………………………….XX
Demographics ……………………………………………………………………..
Psychographics…………………………………………………………………….
Motivations………………………………………………………………………….
Personal, Social, and Cultural……………………………………………………... Influences…………………………………………………………………………..
Situational Influence……………………………………………………………….
Purchase Process…………………………………………………………………….
Post-purchase Experience……………………………………………………………...Ⅴ. Recommendation………………………………………………………………………XXⅥ. Bibliography & Footnotes…………………………….……………………………...XXⅦ. Appendix………………………………………………………………………………XX
Executive Summary (Do this one)
Objective
Our objective is to be able to provide helpful suggestions in which the Kellogg’s team can then implement in order to better their current marketing strategy. Kellogg’s company is currently facing a marketing issue in that their cereal sales have been decreasing over the years. The decrease in sales has been forcing Kellogg’s to come up with new products while also “pairing their operating costs in order to increase sales and profits” (Peltz, 2016). Another marketing issue the company is facing is that they are having trouble convincing consumers to eat cereal, and more specifically, why they should eat Kellogg brand cereal instead of a competitors such as General Mills.
Our team suggests that an objective that Kellogg should do is increase their media presence like that of competitors General Mills. In where they produce ads and tv commercials aimed at tugging on consumers feeling of nostalgia of having cereal as well as highlighting the nutritious benefits of their cereal. We would suggest that Kellogg perhaps pay merchandisers for premium eye level spots in their shelves, and end caps where their cereal will most likely get a consumer's attention. Kellogg’s could also benefit from making their different variations of their cereal in order for it to be friendly for all diets such as gluten free, whole grains, and fiber. Lastly, our other suggestion would be for Kellogg’s to join the breakfast on the go movement and make products that can be easily consumed while on the run. Some ways that they can do this is by making breakfast bars, and investing in hot cereal in to-go cups where the consumer can just add hot water and instantly have a hearty and filling breakfast wherever they may be. Our goal is that by implementing some or all of these suggestions Kellogg Company will be able to see an increase on their brand cereal consumption, as well as in increase in sales, and overall brand awareness.
Background
Kellogg’s is an American multinational food manufacturing co ...
This document provides a critical evaluation of Nutri-Grain's marketing strategy. It analyzes Nutri-Grain's current market situation, including its products, target market, distribution channels, and competition. A SWOT analysis identifies Nutri-Grain's strengths in brand recognition and market share, weaknesses in international exposure and packaging costs, opportunities in health trends and global markets, and threats from competitors. Recommendations are made to strengthen international development and improve customer relationship management.
Kellogg's recognized that sales of its Nutri-Grain cereal bars were declining, putting the brand in the decline stage of its product life cycle. To extend the life of the brand, Kellogg's conducted research to identify issues with the brand message, product lineup, and marketing. Kellogg's then implemented an extension strategy focused on improving the core products, packaging, pricing, and promotion. This re-launch of Nutri-Grain was successful in returning the brand to growth above market rates.
Agribusiness
KELLOGG-EXTENDING THE PRODUCT LIFE CYCLE
Aim and objectives for small, medium, and large business
Decision taken by Kellogg to opt for product development
PLC diagram
Special K is a Kellogg's cereal brand that became the first high-protein cereal in the 1950s. It has since expanded its product line to include bars, shakes, and other items. Special K targets women for weight loss and fitness goals. It has a 34% market share but faces competition from General Mills, Nestle, and Quaker. Special K's marketing emphasizes the products' role in helping women achieve their fitness goals through advertising, social media, and challenges. The document recommends expanding Special K's target market to include men while retaining female customers.
Kellogg's is an American multinational food company founded in 1906. It has a strong commitment to ethical business practices and values-based culture. Kellogg's values known as "K-Values" guide decision making and stakeholder interactions. The document discusses Kellogg's management of relationships with key stakeholders - employees, customers, competitors, community and CSR activities. It engages stakeholders through CSR initiatives focused on marketplace, environment, community and workplace ambitions. Internal stakeholders include employees and shareholders, while external stakeholders are customers, suppliers, communities and charities. Recommendations include modifying strategies to local markets, improving internal communications, and expanding products.
The document provides information about Kellogg's, the world's leading cereal and convenience food company. It was established in 1906 and produces products in 18 countries that are marketed in over 180 countries globally. Kellogg's entered the Indian market in 1994 but initially failed due to overconfidence, ignorance of cultural aspects, and a premium pricing strategy. The document then analyzes Kellogg's using various frameworks like PESTEL, the marketing mix, SWOT analysis, market segmentation, and the product life cycle.
The document provides information about Kellogg's, the world's leading cereal and convenience food company. It was established in 1906 and produces products in 18 countries that are marketed in over 180 countries globally. Kellogg's entered the Indian market in 1994 but initially failed due to overconfidence, ignorance of cultural aspects, and a premium pricing strategy. The document then analyzes Kellogg's using various frameworks including PESTEL, the marketing mix, SWOT, market segmentation, and the product life cycle.
Kellogg acquired Pringles from Procter & Gamble for $2.7 billion in May 2012. Pringles is the world's second largest savory snack brand distributed in over 140 countries. The acquisition provided Kellogg entry into the warehouse-distributed snack category and expanded its international presence. It also gained Pringles' manufacturing and supply chain capabilities. The deal was expected to be slightly accretive to Kellogg's earnings per share in 2013 after accounting for one-time costs.
Kellogs - Extending the product life cycle - case study Akhilesh Krishnan
Kellogg's Nutri-Grain cereal bar brand was experiencing declining sales as it entered the decline stage of its product life cycle. Kellogg analyzed the problem and determined that changes were needed to both the product and brand image to meet changing consumer tastes. Kellogg developed a strategy to re-launch Nutri-Grain using tools like Ansoff's matrix and the marketing mix. This involved renewing the brand image focused on the soft bake as the unique selling point, improving products, and increased investment in advertising. The re-launch was successful in returning Nutri-Grain to growth above market rates.
Kellogg's was established in 1906 and produces cereal and convenience foods that are sold in over 180 countries worldwide. It uses all aspects of the marketing mix, including product, price, place, and promotion strategies. Kellogg's segments its markets into categories like "Tasty Start" cereals, "Simply Wholesome" healthier options, and brands for children or weight management. Porter's Five Forces analysis shows that while rivalry with General Mills is strong and buyer power resides with retailers, barriers to entry remain moderate and substitutes exist. The company failed previously in India due to overconfidence, ignoring cultural differences, and misunderstanding local consumer behavior and pricing expectations.
This document discusses Kellogg's relaunch of its Nutri-Grain product line. It provides background on Nutri-Grain's product life cycle, noting it had reached maturity and decline. Kellogg's implemented an extension strategy using Ansoff's matrix, rebranding Nutri-Grain as a "healthy and tasty" snack. The rebrand involved improvements to packaging, flavors, and pricing, as well as increased promotion. The relaunch was successful in repositioning the brand and returning it to growth.
Kellogg's All-Bran cereal brand was reaching maturity, so Kellogg analyzed the market through a SWOT analysis and conducted research. The SWOT found All-Bran was a strong brand associated with health but awareness was declining. Research involved interviews and surveys. Kellogg then decided to build on All-Bran's brand strength by creating a "powerbrand" family of products including tastier varieties like Bran Flakes Yoghurty. Promotion coordinated all products under the All-Bran name and emphasized health benefits through challenges like feeling better in two weeks. This allowed Kellogg to extend the mature All-Bran brand's lifecycle.
Kellogg Company is introducing a new cereal called Pop-Tart Minis, which are similar in size to frosted mini wheats. Pop-Tart Minis will be crunchy like the original Pop-Tart pastry but with flavoring on the outside. The target market is children ages 7 to 13, and the marketing plan includes competitive pricing, wide distribution in stores where Kellogg products are sold, and initial promotion through TV advertising, samples, and coupons.
Kellogg's marketing strategy and marketing plans ppt @ mbabecdomsBabasab Patil
Kellogg's is the global leader in cereal and convenience foods. It aims to provide nutritious, high-quality products and grow its business through innovation, strengthening key markets, cost reductions, and global expansion. In the cereal industry, Kellogg's faces competition from General Mills and other major players, and threats from private label brands and price competition. Kellogg's Cocoa Krispies cereal targets children ages 8-11 and aims to strengthen its market position through mass advertising, promotions, and colorful packaging that appeals to kids.
Kellogg's was founded in 1906 and sells well-known cereal brands worldwide like Corn Flakes and Frosted Flakes. While cereal is its core business, Kellogg's also sells snacks and convenience foods. Its vision is to enrich lives through foods and brands that matter, and its mission is to provide nutritious, superior value food products globally to build long-term growth. In 2012-2013, Kellogg's strategy focused on strengthening its megabrands, pursuing global opportunities, innovating new products, and acquiring companies to expand its business and maximize profits.
This document provides an integrated marketing communication plan for Kellogg's Froot Loops cereal in Singapore. It includes a situation analysis noting Kellogg's strengths as a leading cereal brand but also weaknesses like high sugar content. The plan aims to increase sales of Froot Loops by 3% by addressing negative perceptions of the product and positioning it as a nutritious part of children's diets. Key elements of the communication strategy include TV commercials, newspaper ads, bus advertising, and posters at bus stops highlighting Froot Loops' vitamins and nutrients to appeal to parents while maintaining an exciting brand image for children. The budget for the 12-month campaign in Singapore is estimated at $1.64 million.
Kellogg's uses various stages of market research to develop new products. Stage 1 involves secondary research from external sources and focus groups to get initial consumer feedback. Stage 2 takes the ideas from focus groups and tests them quantitatively in surveys to identify the best ideas. Stage 3 crafts the top ideas into real products based on additional qualitative and quantitative consumer testing. Stage 4 uses "In Home Usage Tests" to forecast sales for new products like Crunchy Nut Bites by collecting consumer feedback over a week-long trial period. This thorough, multi-stage research process allows Kellogg's to efficiently develop and launch new products that meet consumer needs.
This document provides a marketing plan for Kellogg's to introduce a new yogurt-covered granola snack called Yogra Bits. It analyzes the growing market for on-the-go breakfast products and granola snacks. The plan targets families and health-conscious consumers by positioning Yogra Bits as a convenient, tasty, and nutritious snack. It recommends a multi-segment marketing strategy to appeal to various customer groups, such as families with busy lifestyles, kids in activities, and people focused on healthy eating. A SWOT analysis is also included, noting Kellogg's strengths in marketing and worldwide availability while outlining threats from competitors.
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Key Takeaways:
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3. KELLOGG'S CRUNCHY & NUT
Page 3
Company History:
Will Keith Kellogg once have estimated that 42 cereal companies were launched in the
breakfast-food boom during the early years of the 20th century. His own venture, founded as the Battle
Creek Toasted Corn Flake Company, was among the last, but it outlasted most of its early competitors
and has dominated the ready-to-eat cereal industry. The Kellogg Company, as it was ultimately named,
followed a straight and profitable path, avoiding takeovers and diversification, relying heavily on
advertising and promotion, and posting profits nearly every year of its existence.
Kellogg's Corn Flakes:
By the time Kellogg launched his cereal company in 1906, he had already been in the cereal
business for more than ten years as an employee of the Adventist Battle Creek Sanitarium run by his
brother, Dr. John Harvey Kellogg. Dr. Kellogg, a strict vegetarian and the sanitarium's internationally
celebrated director, also invented and marketed various health foods. One of the foods sold by Dr.
Kellogg's Sanitas Food Company was called Granose, a wheat flake the Kellogg brothers had stumbled
upon while trying to develop a more digestible form of bread. The wheat flake was produced one night
in 1894 following a long series of unsuccessfulexperiments.
The company continued adding new cereals, aiming some at adolescent baby boomers and
others, like Special K and Product 19, at their parents. Kellogg's Corn Flakes still led the cereal market
and got more advertising support than any other cereal on grocers' shelves. Kellogg poured nearly $10
million into Corn Flakes advertising in both 1964 and 1965, putting more than two-thirds of those
dollars into television.
In 1969 Kellogg finally made a significant move away from the ready-to-eat breakfast-food
business, acquiring Salada Foods, a tea company. The following year Kellogg bought Fearn
International, which sold soups, sauces, and desserts to restaurants. Kellogg added Mrs. Smith's Pie
Company in 1976 and Pure Packed Foods, a maker of nondairy frozen foods for institutional customers,
in 1977. Kellogg also bought several small foreign food companies.
Kellogg's Crunchy n nut:
Crunchy Nut (previously known as Crunchy Nut Corn Flakes in the UK, and Honey & Nut Corn
Flakes in the US during the 1980s) is a breakfast cereal made by Kellogg's, made with flakes of corn, a
small amount of honey, three types of sugar, and chopped peanuts. The product was created by
Kellogg's employees at their Trafford Park factory in Manchester and were first introduced to the UK
and Ireland around 1980. In 2011, Crunchy Nut was introduced to the US.
4. KELLOGG'S CRUNCHY & NUT
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Situational Analysis:
Market Summary:
The value of the UK cereals market is around £1.1 billion per year. Kellogg has a 42% market share
of the value of the UK’s breakfast cereal market. Reported earnings for full year 2009 were $1.2
billion, or $3.16 per diluted share, an increase of 6 percent from full-year 2008 of $1.1 billion. The
company has developed a range of products for the segments within this market, targeted at all age
groups over three years old. As a market leader, it maintains a distinct premium position within the
market. This means that it has confidence of its consumers and a large market share.
Kellogg’s has turned around the performance of its Crunchy Nut brand following a catalogue of
growth initiatives which have boosted value sales by 10% to £88m in the last year.
The popular brand has returned to growth following a major brand overhaul last year and in the last
12 weeks alone the brand has enjoyed a 24% leap in sales.
Customer Analysis:
According to customer’s reviews, the price of crunchy nut is high compared to the competitors yet
has a great taste. But the shelf life of the product is very low.
Compared to ordinary cereals,this is more indulgent and preferred by most customers.
Competitor Analysis:
5. KELLOGG'S CRUNCHY & NUT
Page 5
Kellogg’s is the market leader and enjoys a strong position.
Advanced knowledge and independence of choice.
General Mills is one of Kellogg's's top rivals. General Mills was founded in 1866, and its
headquarters is in Minneapolis, Minnesota. Like Kellogg's, General Mills also works within the
Packaged Foods & Meats field. General Mills has 7,000 more employees than Kellogg's.
The total revenue earned by general mills is $28.1B whereas kellogg’s has a total revenue of $10.1B.
S.W.O.T analysis:
STRENTHS
Worldwide presence
Strong brand/Awareness
Market Leader
‘Fighting Hunger’ marketing initiative.
Economics of scale
Brand presence and acceptability
Customer loyalty
WEAKNESS
Lack of customization.
Questionable marketing campaigns.
OPPORTUNITY
Market penetration
Changing lifestyle
Targeting Restaurants & hotels
THREATS
Intense competition
Take away outlets
Restrictions from regulating bodies.
Marketing mix of Kellogg’s:
Product:
Kellogg’s crunchy nut bites nut n caramel – Available in packages of 360gm, 400gm and
625gm.
Kellogg’s crunchy nut granola– Available in packages of 150gm with price of ₹290, 380gm
and 460gm .
Kellogg’s crunchy nut peanut crisp bar – Available in size of 35 gm with a price of ₹75.
6. KELLOGG'S CRUNCHY & NUT
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Place:
Since Kellogg’s crunchy nut is a fast confusing food, it should be easily available to the customer.
So the product will be placed in a way that will be easily accessible. It will be placed in supermarkets in
ready to eat section. It will be also placed in local departmental stores.
Price:
The price of the product is high i.e. ₹1300 whereas its competitors are selling at a lower price. For
eg. General mills crunchy cornflakes at a price of ₹1149 which is lesser than Kellogg’s. But still most of
the customers are preferring Kellogg’s crunchy nut due to brand loyalty and Kellogg’s being the market
leader in the field.
Promotions:
Kellogg’s is trying to capture most of the market by providing various attractive offers. For
various seasonal festivals, they are capturing the customer’s attention by providing family trips on the
purchase of it’s products. They are focusing on children by providing offers which strike their attention
like giving away free football playing cards etc.
8. KELLOGG'S CRUNCHY & NUT
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STP in the Marketing strategyof Kellogg’s Crunchy nut–
Mission- “ Nourishing families so they can flourish and thrive ”
Vision- “ Enrich and delight the world through foods and brands that matter ”
Tagline- “ Let’s make today great ”
Targeting:
Kellogg’s being the market leader in cereals and convenience meals has targeted the following
segments –
1. Tasty starter: cornflakes and Kellogg’s crunchy nut
2. Simply whole: Fruit ‘n’Fibre, Alpen and Kellogg’s Just right.
3. Shape management: Kellogg’s special K and Fitness.
4. Mum Approved: Rice Krispies and shreddies
5. Kid Preferred:Frosties, Coco pops and Weetos.
6. Inner Health: All-bran, own label Bran cornflakes.
Segmentation:
Demographic – Targeted to adults, children in the age group of 10-15 years.
Psychographic – Maintained a proper image of very healthy and nutritious food maker in the
market thus incorporates health conscious people.
Behavioral – the firm targets people frequently buying the product and thus provides additional
discounts and offers on the products.
9. KELLOGG'S CRUNCHY & NUT
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Positioning:
Kellogg’s crunchy nut is positioned as a Fat free and nutritious cereal accompanied with
great taste of fruit and nut to enjoy the breakfast meals.
Competitive advantage in the Marketing strategyof Kellogg’s –
Manufacturing Facility: Kellogg’s has manufacturing facilities in more than 20 countries which are
helping it to make its products available in more than 180 countries globally.
Strong product portfolio: Being world’s largest cereal maker and 2nd largest maker of cookies &
snacks is helping the company to distribute more than 160 countries globally.
Kellogg’s spends more than its 8% of its revenue brand building exercise which is helping the company
in emerging as a powerful brand in some of the developing markets in the world.
PESTELanalysis:
Kellogg Company PESTEL analysis is a strategic tool to analyze the macro environment of the
organization. PESTEL stands for - Political, Economic, Social, Technological, Environmental & Legal
factors that impact the macro environment of Kellogg Company. Changes in the macro-environment
factors can have a direct impact on not only the Kellogg Company but also can impact other players in
the Processed & Packaged Goods. The macro-environment factors can impact the Porter Five Forces at
shape strategy and competitive landscape. They can impact individual firm’s competitive advantage or
overall profitability levels of the Consumer Goods industry.
1. Political Factors:
Political factors play a significant role in determining the factors that can impact Kellogg
Company's long term profitability in a certain country or market. Kellogg Company is operating in
Processed & Packaged Goods in more than dozen countries and expose itself to different types of
political environment and political system risks. The achieve success in such a dynamic Processed &
Packaged Goods industry across various countries is to diversify the systematic risks of political
environment.
Kellogg Company can closely analyze the following factors before entering or investing in a
certain market-
Political stability and importance of Processed & Packaged Goods sector in the country's
economy.
Risk of military invasion
Level of corruption - especially levels of regulation in Consumer Goods sector.
Bureaucracy and interference in Processed & Packaged Goods industry by government.
Legal framework for contract enforcement
Intellectual property protection
10. KELLOGG'S CRUNCHY & NUT
Page 10
Trade regulations & tariffs related to Consumer Goods
Favored trading partners
2. Economic Factors:
The Macro environment factors such as – inflation rate, savings rate, interest rate, foreign
exchange rate and economic cycle determine the aggregate demand and aggregate investment in an
economy. While micro environment factors such as competition norms impact the competitive
advantage of the firm. Economic factors that Kellogg Company should consider while conducting
PESTEL analysis are -
Type of economic system in countries of operation – what type of economic system there is and
how stable it is.
Government intervention in the free market and related Consumer Goods
Exchange rates & stability of host country currency.
Efficiency of financial markets – Does Kellogg Company needs to raise capital in local market?
Infrastructure quality in Processed & Packaged Goods industry
Comparative advantages of host country and Consumer Goods sector in the particular country.
Skill level of workforce in Processed & Packaged Goods industry.
Business cycle stage (e.g. prosperity, recession, recovery)
Economic growth rate
Discretionary income
Unemployment rate
Inflation rate
Interest rates
3. Social Factors:
Society’s culture and way of doing things impact the culture of an organization in an
environment. Shared beliefs and attitudes of the population play a great role in how marketers at
Kellogg Company will understand the customers of a given market and how they design the marketing
message for Processed & Packaged Goods industry consumers. Social factors that leadership of Kellogg
Company should analyze for PESTEL analysis are -
Demographics and skill level of the population
Class structure, hierarchy and power structure in the society.
Education level as well as education standard in the Kellogg Company ’s industry
Culture (gender roles, social conventions etc.)
Entrepreneurial spirit and broader nature of the society. Some societies encourage
entrepreneurship while some don’t.
Attitudes (health, environmental consciousness, etc.)
Leisure interests
4. Technological Factors:
Technology is fast disrupting various industries across the board. Transportation industry is a
good case to illustrate this point. Over the last 5 years the industry has been transforming really fast, not
even giving chance to the established players to cope with the changes. A firm should not only do
technological analysis of the industry but also the speed at which technology disrupts that industry. Slow
11. KELLOGG'S CRUNCHY & NUT
Page 11
speed will give more time while fast speed of technological disruption may give a firm little time to cope
and be profitable. Technology analysis involves understanding the following impacts -
Recent technological developments by Kellogg Company competitors
Technology's impact on product offering
Impact on cost structure in Processed & Packaged Goods industry
Impact on value chain structure in Consumer Goods sector
Rate of technological diffusion
5. Environmental Factors:
Different markets have different norms or environmental standards which can impact the
profitability of an organization in those markets. Even within a country often states can have different
environmental laws and liability laws. For example, in United States – Texas and Florida have different
liability clauses in case of mishaps or environmental disaster.
Some of the environmental factors that a firm should consider beforehand are -
Weather
Climate change
Laws regulating environment pollution
Air and water pollution regulations in Processed & Packaged Goods industry
Recycling
Waste management in Consumer Goods sector
Attitudes toward “green” or ecological products
Endangered species
Attitudes toward and support for renewable energy
6. Legal Factors :
Some of the legal factors that Kellogg Company leadership should consider while entering a new market
are -
Anti-trust law in Processed & Packaged Goods industry and overall in the country.
Discrimination law
Copyright, patents / Intellectual property law
Consumer protection and e-commerce
Employment law
Health and safety law
Data Protection
Recommendations:
The company can focus more to create awareness about the offers to the customers by various
promotional techniques like advertisements through media, advertisement hoardings etc.
12. KELLOGG'S CRUNCHY & NUT
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Product extension in the developing countries through sales in the local markets, superstores and
departmental stores.
The sales can be increased by reducing the prices of the product and providing more and more offers
on the product.
Providing the crunchy nut as a freebie to the customer in the stores may lead to customer awareness
about the product.
The improvement in the product i.e. improved receipe , flavor and taste with least or no sugar may
help in increasing focus of the health conscious segment on the product.
References:
www.kelloggs.com
www.encyclopedia.com
www.kelloggsnutrition.com