Consumer Behavior and Marketing Psychology - Study of Kellogg's Special K

Running Head: Consumer Behaviour & Marketing 0
Consumer Behavior and Marketing
Study about Marketing Psychology
(Student Details:)
9/21/2018

Consumer behaviour and Marketing 1
Executive Summary
In this report of Consumer behaviour and Marketing psychology, the company Kellogg’s has
been chosen for the analysis of the consumer attitudes towards brand value. Kellogg’s is one
of the topmost ten breakfast cereal brands all over the world producing consistently the best
breakfast diet foods since 100 years. Kellogg is one of the best quality and delicious cereal
brands was recognized in the year of 1906 by Will Keith Kellogg at Michigan, US and is one
of the biggest industrialists of quality breakfast cereal presently. According to the reports, this
best-selling company had yearly revenue of more than $15 billion with a total profit of nearly
$2 billion in the year of 2017.
Moreover, this top breakfast cereals brand also produce delicious cereals for diabetics’
patients and having more than 30,000 employees working efficiently. Moreover, after
evaluating everything appropriately in the directions, if the business acquires its own set
profit goals and place in the market then following actions are needed: Companies should
introduce new products according to the market demands that those must be well financed in
order to get commercial success over fluctuating supply demand base of marketplace. It is
vital to please initial consumers, since it will create strong mouth publicity, as they will
further influence many successive customers’ brand selections.

Consumer behaviour and Marketing 2
Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Critical Analysis.........................................................................................................................3
Theories related to consumer behaviour................................................................................3
................................................................................................................................................4
Marketing issues concerning consumer behaviour................................................................4
Personal buying decision-making......................................................................................5
Individual differences:.......................................................................................................5
Environmental influences...................................................................................................5
Marketing strategies...............................................................................................................7
Product: Marketing mix of Kellogg’s................................................................................7
Place: Marketing mix of Kellogg’s....................................................................................8
Price: in the Marketing mix of Kellogg’s.........................................................................8
Promotions: in the Marketing mix of Kellogg’s...............................................................8
Strategic Recommendations.......................................................................................................8
I-Marketing strategy of using digital path all-over................................................................9
II-To improve marketing-mix recommendations to sustain at first place globally................9
III- Addressing a Global Audience......................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

Consumer behaviour and Marketing 3
Introduction
An FMCG product stands for Fast-moving consumer goods (referred as FMCG). These
products are generally sold speedily and at comparatively low price. Illustrations include
home and personal care, tobacco, many non-durable products such as food, beverages,
household items, toiletries, over-the-counter drugs, alcoholic drinks and other consumables
(The economist, 2018).
In this report, FMCG product “Kellogg’s Special K” is one of the best breakfast cereal is
being selected, as this brand is an emerging company of Australia market since 2015.
Kellogg’s Special K (here in after referred as K-Product) is a tasty as well as crunchy ready-
to-have breakfast cereal made with wheat and rice. It is a good source of fibre, certainly low
fat product, and contains high B-group vitamins. This product is usually consumed with
either skimmed milk or whipped yoghurt along with fruits and dry-fruits.
It gives a fresh feel to begin every day with delicious breakfast cereal and full of energy.
Although it was established in the year of 1898, yet after achieving benchmarks in Australian
market, it became the first company, which was providing many choices about breakfast
foods and cereals in 2006. Finally, in 2015 it created a never ending rising growth in FMCG
market of Australia. Kellogg’s Pty Ltd. acquired the place of the topmost dealer of breakfast
cereals in 2015. Their retail value sale was 32 per cent in the year of 2015 (Marketing91,
2018).
Critical Analysis
Theories related to consumer behaviour
Consumer’s behaviour regarding K-Product can be observed easily by effective marketing
and sales model application as it is a decision-making procedure of consumer while
assessing, purchasing, utilizing, or disposing some products or services. This decision-
making is mostly depending upon two main aspects that are as follows:
 The customers expected amounts of consummation.
 The capitals those are available with the consumer to spend on the product (Perner,
2018).