Kellogg’s: Marketing Concepts, Customer Relationship Management, and Marketing Mix Strategy

This document discusses the marketing concepts, customer relationship management, and marketing mix strategy of Kellogg’s. It explains the different marketing concepts and their relevance in today’s market. It also explores the importance of customer relationship management and how Kellogg’s maintains long-term relationships with its customers. Additionally, it discusses the components of the marketing mix and how Kellogg’s effectively differentiates and positions its products in the market. The document also compares Kellogg’s marketing strategies with its competitor, Campbell.

Running head: Kellogg’s
Kellogg’s

Kellogg’s
Question 1
Part A
According to Philip kotler “Marketing can be considered as the science and art of exploring,
creating and delivering the value that assist in satisfying the requirements of the target market at
a profit. It can be said that marketing identifies the unfulfilled wants and desires and it also
defines and evaluates the size of the targeted market and the overall profits. It also emphasizes
on the segment of the organization that should be capable of serving the best in relation to the
products and services of the company”. Marketing is also considered as the process through
which the company’s profits are translated by the needs of the customers (Baker, 2016).
Part B
There are five marketing concepts such as production concept, marketing concept, societal
concept, selling concept and product concept. The first is production concept that focuses on
producing by ignoring the needs of the customers present in the market. The next is selling
concept that emphasizes on the buying pattern of the customers. Third is societal concept that
focuses on the needs of the society and also on customer acceptance. Product concept is also one
of the concepts on that is related with the process that starts with promoting the products and on
the initial level the emphasis is not given on starting with the customers. The last one is
marketing concept that helps to satisfy the requirements of the customers by enhancing their
value. In the recent era, societal marketing is considered by the organizations. The main aim is to
satisfy the wants of the customers at the time of launching the products in the market. It can also
help in maintaining the welfare of the customers. This concept is beneficial to maintain the
market share in the high competition that exists in the market (Kotler and Armstrong, 2015).
Question No- 2
 Customer relationship management: It is considered as a combination of the practices,
strategies and technologies that are considered by the organizations to manage the interaction
with the customers. The main goal is to boost the satisfaction level of the customers by
maintaining long term relations. It will help the companies to in driving the sales and also assist
in retaining the customers for future growth. It is necessary for the company to maintain the
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relation with the customers by solving their queries on time so that it could be easy to positively
impact on the mindset of the customers (Dewnarain, Ramkissoon and Mavondo, 2019).
Part - B
Different relationship levels are:
1. Proactive marketing: It has been observed the company considers this approach so that
large customer base can be maintained in relation to the improvement in the performance. In this
regular feedback is taken from the customers that assist in developing the products.
2. Partnership marketing: In this type of marketing, the company works with the customers
to boost its performance. Service centers or assistance centers are opened for the customers so
that they can solve their queries.
3. Accountable marketing: the call is given by the sales person to its customers to ensure
that their products are according to the satisfaction level or not. The feedback and suggestions
are also considered from the customers (Tseng, 2016).
Part- C
To maintain the customer relationship management it can be said that company focused on
proving the range of the products in the market as it will help in retaining the customer. To
maintain the relations with the customers the prices of the products set by the company is less as
compared to the competitors. The products are also offered in the different markets such as on
retail stores and supermarkets. There are also different promotions that are offered by the
company to engage and retain the customers towards the products provided to the customers. It
can be said that company considers proactive marketing in which feedback is taken from the
customers to bring improvisation in the products and services offered by the company in the
competitive market. By considering the feedback of the customers, the company tries to
maximize the level of satisfaction of the customers towards the products that are introduced in
the market. This has helped to boost the sales of the products and also provided competitive
advantage (Pavlou and Stewart, 2015).
Question 3
Part- A
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The marketing mix strategy of the company is balanced by emphasizing on the different
components of the marketing mix such as product, price, place and promotion.
1. Place: This factor emphasizes on location in which the products of the company are old
such as on retail outlets or supermarkets. Kellogg’s products can be purchased by the customers
from the retail outlets, super markets and also from the wholesale market.
2. Promotion: It is one of the important components of the marketing mix that is related
with promoting the products among the customers. Kellogg focuses n promoting through
different sources such as through social media platform or through print media.
3. Price: This emphasizes on the cost of the products offered in the market. It is important
for the companies to set nominal prices so that it could be easy to boost the demand of the
products in the competitive market. The prices set by Kellogg’s are nominal as compared to the
other competitors.
4. Product: This emphasizes on the nature of the products offered in the market. The
company focuses on providing the products such as cereal, crackers and cookies. The products
should be introduced to satisfy the needs of the customers. The focus of the company is on the
ingredients of the products that are included in the products (Festa et al., 2016).
PART- B
Differentiation and positioning of the products is done effectively by the company which assisted
in maintaining the competitive advantage. It can be said that the company maintained its
competitive advantage by providing the products easily to the customers through different modes
such as through retail outlets, supermarkets and by wholesale market. To maintain the
positioning strategy, the company emphasized on the concept of marketing mix that boosted the
demand of the products in the market. By considering the concept of marketing mix the company
maintains the demand of the products among the customers. It has also assisted to maintain the
brand image or the goodwill of the company in reference to the high level of the competition
present in the market. As stated in the case, it has been examined that Kellogg also emphasized
on finding the new techniques that will boost the engagement level of the customers in reference
to the products provided to the customers (Meng et al., 2016).
PART- C
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Competitors of the company is CAMPBELL
A.) The marketing strategies are considered by both the companies to maintain the market
share in the highly competitive market. Campbell considered e-commerce marketing strategy in
which the products and services are promoted on the digital marketing ground. But on the other
hand Kellogg considered the strategy of promoting the products by giving products at fewer
prices as compared to the competitors. Also, the products and services are promoted in the
market with attractive discounts and promotions which assisted the company in boosting the
demand of the products and service in the market. These are the marketing strategy which is
considered by both the companies and it has helped to maintain the large market share (Green,
Henneman and Antov, 2018).
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References
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Green, J., Henneman, M. and Antov, D., 2018. Optimizing Growth: Predictive and Profitable
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Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
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