Marketing Strategies for Kellogg's
Added on 2020-01-16
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Marketing Management
Table of ContentsINTRODUCTION..........................................................................................................................1Evaluation........................................................................................................................................1Threats..............................................................................................................................................2New products development..............................................................................................................3Product Management, Branding and Packaging..............................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................8
INTRODUCTIONMarketing management is the process where the company use in the business to make thecompany in discipline which focus on the marketing strategies, structure, function on thebusiness organisation. It is the activity where the enterprise use to achieve the goal successfully.Sainsbury's organisation is the big supermarket where they sale the product with their own labelor brand and other brand also like Kellogg's crunchy nut cereals. In this case study discuss theissue of brands, packaging in the market and how it face and develop in the market (Kotler,2009). EvaluationKellogg's crunchy nut cereals is the company situated in the US where they producedifferent category of all products are produced like new products, vegetarian, vegan, halalcertified, kosher certified etc. At present company is producing 164 products. The overview ofKelloggs brand include Cereals, Biscuits, Bars, Fruit flavoured snacks, Crisps, Toaster Pas\triesand many other new products. These all are the cereals where enterprise produced for people totake benefits of breakfast which full of minerals and vitamin (Best, 2012). This Kellogg's crunchy nut cereals brand is very popular which spread around the world inNorth America, Latin and Africa, Asia, Europe and middle East, Oceania. This brand is verypopular and doing continue expanding. This company has different brands like Eggo,Gardenburger, Pringles, Sunshine Biscuits. Various methods of marketing is used by thecompany to promote its brands and the products where the marketing strategies are used so theycan produced thousands of products that have been distributed in the worldwide.Kellogg's crunchy nut cereals company has issue in the marketing regarding in the brands,products and packaging (Hulfactor, 2006). 1.First issue is on children premium, packaging of the cereal according to the children so itmay get attract to the children. By attracting the children the Kellogg's company hasoffers the million copies of books with different edition distributed over a period of time.Second issue is the company used merchandising of their products, where the released or1
offers the different game, video games with the special products. So it get moreexpensive for the company.2.In Kellogg's products advertising claims in misleading the products by the Federal TradeCommission (FTC). Frost Mini wheat product cereals of the Kellogg's also found thefault by the FTC. Where as “ Special K” product has stop the advertising by the UKbecause due to the citing caloric values of milk consumed with the serials. 3.There are so many different brands in the Kellogg's industries have which make issue forboth the business and the buyers. Good brand name make strategy of customer decisionmakilng. So many brand just confuse the people and they do not buy where it makesdecrease in the sales. Other issue with the brand is company is having so many brandwhich (Boyd and Massy, 1972). ThreatsIt is multinational American food manufacturing company. Kellogg's largest factory aresituated in UK. Where Kellogg's company has many threats like in dismal sales indicate thebiggest problem in the company. Having so many brands and the products it makes difficult tohandle. More then $1 billion dollar Kellogg's food industry spend the money on advertising.And there are so many varieties in the cereals people get confused, where most of the peoplemakes breakfast at home so it lead to decrease in sales. Some of the products like “Special K”,Corn flakes, Oats are increasing day by day in selling but some products like “Mini – wheat” andothers are declining in the sales where it may not recover in the market. Moreover, the productlike oats, corn and rice having carbohydrates which includes sugar, starch and cellulose, wherethis effect the human body (Stern and Ansary, 1988).The larger problems of this venture is growing competitors in the market environment which arealso in the morning breakfast cereals trends. Its hard to manage the employees in the factoriesbecause there are number of headquarters and industries situated. The other issue is Kellogg'sonly focusing on the product Special K and just neglecting the other brands of the company. Thislead to the decline in sales of the other products. As to solve all these threats ad problems, the Kellogg's company increase the sales in healthyproducts. Now a days people are becoming more health conscious and they mostly prefer thehealthy things to make their body fit. Many of the people are office going and they do not have2
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