Marketing Plan for Kellogg Nutri Gain Food Product

Business Plan
Contents

INTRODUCTION.......................................................................................................................................3
Company’s background...........................................................................................................................3
Situational Analyses....................................................................................................................................3
Market Analyses......................................................................................................................................3
Macro Environment Analyses.....................................................................................................................4
Pestel Analysis........................................................................................................................................4
Political Analysis.................................................................................................................................4
Social Analysis....................................................................................................................................5
Technological Analysis.......................................................................................................................5
Legal Analysis.....................................................................................................................................5
Environmental Analysis.......................................................................................................................5
Micro Environmental Analysis....................................................................................................................6
Company Analysis...................................................................................................................................6
Competitor Analysis................................................................................................................................6
Consumer Analysis..................................................................................................................................7
SWOT Analysis.......................................................................................................................................7
Marketing Objectives..............................................................................................................................8
Target Market and Positioning....................................................................................................................8
Selection of Target Market......................................................................................................................8
Positioning Strategy.................................................................................................................................8
Positioning Attributes..............................................................................................................................8
Positioning Map......................................................................................................................................9
Product Mix Strategies................................................................................................................................9
Defining the Product Attributes...............................................................................................................9
Recommendations/Conclusion..................................................................................................................10
REFERENCES..........................................................................................................................................10
INTRODUCTION
Business plan works as a layout for the businesses through which they forms all the plans
and activities that they will carry. Marketing plan refers to be a plan in which an organization

performs planning about their marketing activities, organize all the resources according to the
plans, executes the strategies and then also control the marketing activities if they are not running
according to the plan. It is said to be an overview about the company’s marketing and advertising
goals. Marketing plan is futuristic as the plans made here are decided after analyzing all the
future possibilities and market scenario. For reference purpose this report has taken an example
of a company, Kellogg Company (Hansen, 2017). The company is a food processing company
which was establish in the year 1906. Kellogg is an Australian company which serves its
products worldwide. The company engages its business in manufacturing of cereals, food
supplements, and light and healthy breakfast foods for people and so on. It was founded by Will
Keith Kellogg. The company has a product called Kellogg Nutri gain which is a liquid breakfast.
This food is full of healthy ingredients which are full of protein.
This report discusses about the marketing plan for Kellogg Nutri gain Food product. In that
company’s background, its micro and macro environmental factors, competitor’s analyses and
the methods which the company has used to position its products in market has been mentioned.
Company’s background
Kellogg Company is a multinational Australian company which serves its product
throughout the world. It is founded by 2 brothers who have successfully opened around 20 plus
other brands under this company, for example, Corn falks, coco cops, Froot loops and much
more. The company also is supplying healthy cereals breakfast in Australia, New Zealand and
parts of other countries. Kellogg company has through the years from its establishment has taken
care about their values. They have successfully created awareness among the local people and
other communities about the importance of healthy and safe food (Iyer, 2019). The company is
very particular about the necessity and importance for eating a healthy breakfast in one’s life.
Kellogg for this also has joined various other companies and organization like ANZ and Clontraf
Foundation. It has started various campaigns about with a motive of “the breakfast for better
day” highlighting the importance of taking breakfast for a good day.
Situational Analyses
Market Analyses
The market analysis refers to the process in which a research performs an investigation
about the situation prevailing in the market at current. It states all the current and previous trends
so that the company can make the futuristic trends and situation out of it. Through the proper
market analyses an organization can forms its further marketing plans and strategies in a much
effective manner. As per the market analysis for Kellogg Company, it was found out that from
past many years the eating habits of people are becoming healthier as they now prefer to take the
foods which is unadulterated. From a research it has been observed that 42 % of people who
consumes the breakfast drinks have very little time for doing the breakfast. 41 % of people who
are in practice if consume breakfast drinks frequently purchases the food from takeaways for