Marketing Strategy and Practices

This report investigates and evaluates the marketing design of Kellogg's company that attracted the consumers. It majorly focuses on the marketing strategies that have been adopted by the company that made them successful in the market and the challenges that faced by the company. It also makes some recommendations for the enhancement of such strategies.

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Marketing Strategy and Practices
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MARKETING STRATEGY AND PRACTICES 1
Table of Contents
Introduction......................................................................................................................................2
Current Marketing Strategy and other practices..............................................................................2
Marketing strategy.......................................................................................................................2
Other strategies............................................................................................................................3
Recommendations........................................................................................................................3
Anti-consumption............................................................................................................................5
Type of stakeholders demonstrate anti consumption behavior....................................................5
Overcome from Anti-consumption..............................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

MARKETING STRATEGY AND PRACTICES 2
Introduction
Marketing is one of the fundamental characteristic of any company sustainable
competiveness. It plays a vital role in the growth and success of any business to the certain extent
as it is the key driver of its financial as well as economy performance (Olson, Slater, Hult &
Olson, 2018). One of the leading company Kellogg Cornflakes has also adopted effective
marketing strategy to make it competitive in the international marker. The company is based on
famous household name among the braded breakfast foodstuff. Kellogg cornflakes are the cereal
product that is highly consumed by the children as well as adult as a breakfast food (Kang,
2019). Kellogg company is one of the leading producer of the cereal as well as leading producer
of the convenience foods that include crackers, cookies, cereal bars, fruit flavored snacks, veggie
food as well as frozen waffles. The product of Kellogg’s is manufactured in more than 17
countries as well as also marketed in more than 180 countries. The company also employed more
than 32000 employees that made them successful in the market (Polacsek et al., 2017).
The report will investigate as well as evaluate the marketing design of the Kellogg’s
company that attracted the consumers. It will majorly focus on the marketing strategies that has
been adopted by the company that made them successful in the market and the challenges tat
faced by the company. It also makes some recommendation for the enhancement of such
strategies.
Current Marketing Strategy and other practices
Kellogg s one of the cereal giant in the domain of mealtime as well as has also plan to
more enhance its share in the market with the assistance of the inventive goods as well as novel
advertising campaign.
Marketing strategy
The marketing strategies that the company has adopted are explained in the below points:
Product Innovation Leadership

MARKETING STRATEGY AND PRACTICES 3
Kellogg Company majorly focuses on innovating new product. It manufactures various
roles of cereals as well as food products. The awareness on leaving healthier lifestyle has
resulted in many of its product. The company has introduced variety of product for example
crackers, cereals (such as nut feast, chocos, as well as chocolate corn flakes), toaster pastries,
cereal bar, cookies, vegetarian foods as well as snacks that have flavor of fruit (Dubiel, Banerjee,
Ernst & Subramaniam, 2018).
Promoting the growth of convenience foods business
The company has adopted outstanding promotion approach. In edict to sort the customer
conscious of its product as well as its brand, the company use platform of media. The
promotional campaign of the company is broadcast on the TV particularly on the channels of
kids as well as the leading period slit. The company has perfectly embattled the females as well
as the kinds for its product as they understand that the budding of such genders due to the reason
one is the influence as well as other is the main decision maker for their house. The corporation
also shows their ad on the print media such as magazines as well as the newspaper. In order to
attract the kinds for its product, the corporation has also continuously presented some surprise
gift stuffs in the packets of the cornflakes (Harris, LoDolce & Schwartz, 2015).
Enhancing the seven largest market of company
The company has expanded its business in the international market more efficiently. It
has covered 40% market in UK that created big achievement for the company. The companies
cover manufacturing plant in nearly 18 countries such as UK, Australia, Canada, Latin America
as well as Asia. The marketing as well as selling of pits product is achieved in nearly 118
countries. It has own distribution channel that made them leader in the market (Agarwal,
Chhugani & Wanchoo, 2018)
Pricing Strategy
The organization always determines the actual selling price of the product after
conducting a thorough market research that also includes the customers. The company also looks
its own production cost; advertisement cost as well as the profit after which it analyze each
feature of research in the market it regulates the values of the product. Such values ate treated as

MARKETING STRATEGY AND PRACTICES 4
bendable as well as modest as in amid the corporation also proclaims some kind of arrangements
as well as discount to generate more sales due to the reason the high volume will lead to more
revenue. The company has high price rate as comparison to its competitors for example 475g of
Kellogg’s Corn Flakes cost is $7 and other companies deliver 500g at $6 (Kang, 2019).
Other strategies
Developing much focused organization
The company worked in developing much focused organization by providing effective
service to the consumers as well as provide friendly environment to the employees that enhances
the performance of the employees in more efficient manner (Sethi & Bafna, 2018).
Building brand image
The company greatly worked on building brand image in the international market by
focusing on the quality of its product and also provides effective service to the consumers to
make them satisfied. It directly enhances the brand image of the company in the international
market more efficiently and effectively (Grashuis & Magnier, 2018).
Recommendations
It is required for the company to make changes of its strategic positioning as the company
as many companies enter in the market and some of the further main products stood threat to the
segment of Kellogg using the price competition as well as product proliferation. As the
marketplace rivalry is impassioned up in the market of mealtime cereal as flat discounts as well
as low price are prime. Therefore, it is required for the company to change some of its strategies
to compete its competitors more efficiently and effectively.
Consumer behavior
The company Kellogg engaged with the consumers as well as potential consumer through
the advertisement campaign such as TV as well as motif advertisements with the using the
platform of social media which include Twitter, Facebook. Such platform used to create two-way
engagement with the consumers about the products as well as its initiative of CSR. In the recent

MARKETING STRATEGY AND PRACTICES 5
scenario, the people are diverted towards healthy lifestyle. They majorly prefer to eat healthy
food to enhances and enrich its health in an effective manner. therefore, the demand of cereal
products is increasing day by day that affected the overall sales f he company to the certain
extent as the people get attracted towards the product to the certain extent that enhances the
overall revenue of the company efficiently and effectively (Wall & Chen, 2018).
Supplier relationship
The essential stakeholder group is supplier. The company is committed to an ethical
supply chain as well as has effective Supplier Code of Conduct that all its suppliers must abide
by. Such code requires all the suppliers of Kellogg o comply with the fair labor practice as well
as ethical business standards. The company majorly focuses on the issues related to the
environment with health and safety issue. The corporation has a sum of agriculturalist progress
programs to involve the dealers. The main aim of such program is to diminish the deficiency as
well as encourage the development of economy therefore assisting the K-Value as well as
revelation of the company. for instance in the pastoral region of the country Mexico the
company support the viable invention of amaranth an prehistoric ounce supposed to be stale in
the regimes of the Incas as well as Aztecs. The company is the founder of Mexico Tierra e
Amaranto that teaches the communal associates how to grow as well as harvest amaranth, usage
of the machine in cooking with baking as well as sell the food they make. It was the mean of
earning income for the rural women that made the company successful in the market efficiently
and effectively (Kashmanian, 2018).
Competitors
The company faces great rivalry from numerous native, nationwide as well as global
corporations who are trading in isolated brand or unbranded brand. The main aspects that
distressing the rivalry are the cost of rare material, price, excellence, and advertising & promote
suitability service as well as other factors by the companies. Therefore, the main competitors of
Kellogg are General Mills, Ralcorp Holding, Inc., as well as Nestle S. A. for which the company
is facing an intense competition from the General Mills due to the reason, General Mills has
diversified its business in different sector and deliver is product alt low price as comparison to
the Kellogg. Therefore, it covers the market of Kellogg’s that affected overall sales of the

MARKETING STRATEGY AND PRACTICES 6
company to the certain extent. Moreover, Nestle provide its services and product at low prices
than Kellogg’s that attract the consumers towards its product in an effective manner. It has strong
marketing strategy that affected overall sales and revenue of the company at greater level (Kang,
2019).
Employees
The company invested huge amount on its employees as well as future employees. The
company’s Global Employer rand communicate the K-Values as well as the extensive assortment
of assistances that the staffs of the company receive. The company refreshed the vision as well as
its purpose that were a unswerving consequence of the response from the staffs. The company
Kellogg seek to manage the brand of employer in the same manner that is managed its product
brand. In keeping the K-Value of the company, the staffs are fortified to heed to a well as cram
with one another. There are different ranges of manner that staffs interrelate with one another
such comprise:
 Scheduled trade group: the players of leadership discussed to the entire business of UK
about the recital against the goal of corporate, growth initiative of employees as well as
other new marketing campaign.
 The company international intranet enable communication between the staff across the
global and also celebrating he achievement of employees.
 Three-monthly team conversation webcast: the worldwide as well as the European
leaders also discourse to the staffs athwart the country Europe about the recital of the
company through webcast (Thompson, 2018).
Therefore, through such manner, the company did able to understand the concern and
query of the employees that made the company successful and competitive in the market more
efficiently.
Anti-consumption
Anti-consumption means against the consumption. It is the concept in which the
consumers avoid certain product or brand that affect or harm the individual or society to the
certain extent (Lee & Ahn, 2016). The company faces more ominous trend at the table. As the

MARKETING STRATEGY AND PRACTICES 7
people in America switch onwards more healthy food, they are shying away the kind of
processes food baked in Kellogg four U.S. cereal factories. They tend to be adverse to
carbohydrates that created an issue for the company in selling the cereal that served rom corn,
rice as well as oats. They basically have carb-heavy portfolio. Government requirements for food
content as well as preference of consumers. The company recently changed the formula of
Honey Loops to reduce the sugar content however, it created great impact on the perception of
the consumers (Li, 2018).
Type of stakeholders demonstrate anti consumption behavior
The stakeholder that involved in the anti-consumption are explained in the below points:
Consumers: they play a main role in anti –consumption of any product. Some of the
consumers feel that Kellogg’s does not created great impact on its body it has high level of
carbohydrate that negatively affected its body to the certain level. Therefore, the consumers
adopted anti-consumption against Kellogg’s that affected overall sales of the company to the
certain extent.
Government: government also involved in the anti-consumption f it feel it affected the
society negatively. Therefore, the government has taken various initiatives to protect the interest
of consumers by imposing strict rules on the company. It affected the company to the certain
extent by enhancing the cost of the company that decreases the overall sales of the company to
the certain extent (Sudbury-Riley & Kohlbacher, 2018).
Overcome from Anti-consumption
There are certain methods through which the company can overcome from the anti-
consumption issues as they are explained in below points:
 It is required for the company to adopt effective CSR strategy to enhance the level of
trust among the government and other consumers. It will help in satisfying the actual
need of the consumers and government to the certain extent.

MARKETING STRATEGY AND PRACTICES 8
 The company should properly analyze the effect of list product in the environment, health
on individual as well as society. They should adopt environment free packaging to make
the consumers more attracted towards the product.
 It should explain the impact of every ingredient that will clear the picture among the
consumers about the impact of its ingredients on the body of the individual.
 Post purchase service should be provided to the consumers to share the review and should
assist the consumers in consuming its product. It will enhance the trust and also gain the
attention of the consumers in more effective and efficient manner.
 The company can provide classes of consuming Kellogg’s in different manner. It will
enhance the sales of the company to the certain extent as well as also help in marketing
its product in more effecting manner (Garcia-de-Frutos, Ortega-Egea & Martínez-del-
Rio, 2018).
Therefore, through such methods, the company can efficiently overcome from the anti-
consumption challenges that affected its sales to the certain extent.
Conclusion
From the above analysis it can be concluded that marketing strategy play a vital role for
the company. Most of the companies has adopted and uses effective strategies of marketing that
enhances its change of growth and development in the competitive market. One of the leading
cereal company Kellogg has also adopted effective marketing strategy to grow in the market.
The company has adopted innovative product leadership strategy to grow in the market the
pricing of the product is also high in the market as comparison to the other competitors that
affected overall sales of the company. The company has adopted traditional marketing strategy
as well as social media to market its product. It enhances chances of the company to spread
awareness about its product more efficiently and effectively. However, the company faces
certain challenges in the market due to high pricing therefore; it is required for the company to
adopt certain changes in positioning its brands to target its consumers. At the end it is concluded
that the company should adopt effective marketing and other strategies to grow its business. It
should work on its strategies to cope up from the challenge of anti-consumption issues.

MARKETING STRATEGY AND PRACTICES 9
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cereal brand: Kellogg. International Journal of Education and Management Studies, 8(1),
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Dubiel, A., Banerjee, S., Ernst, H., & Subramaniam, M. (2018). International-market-
information use across new-product-development stages: Antecedents and performance
implications. International Marketing Review, 35(5), 760-784.
Garcia-de-Frutos, N., Ortega-Egea, J. M., & Martínez-del-Rio, J. (2018). Anti-consumption for
environmental sustainability: conceptualization, review, and multilevel research
directions. Journal of Business Ethics, 148(2), 411-435.
Grashuis, J., & Magnier, A. (2018). Product differentiation by marketing and processing
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MARKETING STRATEGY AND PRACTICES 10
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subcontractors. Environmental Quality Management, 27(4), 9-27.
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