Marketing Plan for Kellogg's Green Tea Biscuits

Running Head: MARKETING PLAN
Marketing Plan

MARKETING PLAN 1
Executive Summary
This marketing plan focuses on the launch on Green Tea Biscuits by Kellogg Company. With the
passage of time, the preferences of the customers have changes and they have started adopting a
healthy lifestyle. Kellogg’s will launch its Green Tea Biscuits which will be tasty and healthy
and will target the age group of 20- 40 years. The main target of the product will be women who
are more health conscious as compared to men.
This marketing plan provides the situation analysis, SWOT analysis, PESTLE analysis, market
segmentation along with the budget projections of the product which should be kept in mind
during the launch of the product in the market.

MARKETING PLAN 2
Contents
Introduction.................................................................................................................................................3
Situation Analysis........................................................................................................................................3
Customer.....................................................................................................................................................4
Competition.................................................................................................................................................5
Strengths, weaknesses, opportunities and threats (SWOT)..........................................................................5
Macro Environmental Analysis...................................................................................................................7
Market Segmentation...................................................................................................................................8
Product........................................................................................................................................................8
Price............................................................................................................................................................8
Distribution.................................................................................................................................................9
Promotion....................................................................................................................................................9
Projections...................................................................................................................................................9
Projected Costs............................................................................................................................................9
Conclusion.................................................................................................................................................10
Appendix...................................................................................................................................................11
References.................................................................................................................................................13

MARKETING PLAN 3
Introduction
The Kellogg Company, also known as Kellogg’s, is a multinational food- manufacturing
company from America having its headquarters situated in Michigan, United States. Kellogg’s is
involved in the production of convenience and cereal foods such as crackers, cookies and toaster
pastries and markets its products through a number of well- known brands like Keebler, Corn
Flakes and Cheez- it. The mission of Kellogg’s is to nourish families so that they can thrive and
flourish. The manufacturing of the products of Kellogg’s take place in 18 countries and are
marketed in more than 180 countries of the world (Kellogg’s, 2018).
Kellogg’s is entering into a new business of producing green tea biscuits for its customers in
order to provide them a healthier experience. Green tea has small amounts of minerals that
contribute towards the health of the individual. Furthermore, it improves physical performance
and increases fat burning. The risk of various diseases such as Alzheimer’s, Parkinson’s and
Cancer is also minimized to a great extent (Khan & Mukhtar, 2016). The compounds contained
in the green tea perform the function of improving the brain functions and makes an individual
smarter (Arendt, Rahamat, Xu & Jeong, 2018). On the other hand, every individual eats biscuits
which make them obese and unhealthy. The company wants to launch a green tea biscuits which
will support the health of the customers. This marketing plan is addressed to the board members,
executive committee and the investors of the company to be taken into consideration for the
reaching the target market.
Situation Analysis
Porter’s five forces model is selected for the purpose of conducting the situation analysis for the
new business launch of Kellogg’s.
Threats of New Entrants- Further innovation will be brought by processed and packed goods by
the new entrants which, in turn, will pressurize the Kellogg Company for lowering their prices.
All these challenges will require to be managed by Kellogg’s along with safeguarding its
competitive edge in the market (Hess & Slavin, 2017).