BSBMKG608: Organizational Marketing Objectives for Kellogg's Australia

This report details the development of marketing objectives for Kellogg's Australia, focusing on a new cereal drink product line. It includes a market analysis covering the Australian breakfast cereal market, competitive landscape, consumer buying habits, and potential market segments. The report suggests strategies for capturing market share, aligning with Kellogg's vision, and addressing challenges like health perceptions and competitor offerings. It also covers marketing mix analysis, supply chain considerations, SWOT analysis, and PESTLE analysis to identify opportunities and threats. The report concludes by emphasizing innovative marketing strategies tailored to different market segments using both online and offline platforms. Desklib offers a wealth of similar solved assignments and study resources to aid students in their academic pursuits.

Running head: DEVELOP MARKETING OBJECTIVES
Develop marketing objectives
Assessment task 1
Name of Student:
Name of College:
Authors Note:
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DEVELOP MARKETING OBJECTIVES
Contents
Part A...........................................................................................................................................3
Part B...........................................................................................................................................5
Part C...........................................................................................................................................7
Part D...........................................................................................................................................9
References..................................................................................................................................13
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DEVELOP MARKETING OBJECTIVES
Part A
1. The breakfast cereal market in Australia continued to experience modest growth in 2017
with rise of value sales by 1%. The growth of the breakfast cereal market in Australia
continues to decline as a result of continuous shift away from children’s breakfast, which
declined by 3% in value terms in 2017, as well as flakes, which declined by 1% in value
terms in 2017. The market size of the Australia breakfast industry is expected to contract
as a result of perception regarding the presence of high sugar content in major cereal
brands.
2. By introducing the new product line of the company, cereal drinks, Kellogg’s, can
conservatively take majority of the market share of close to 40%, as there are no or very
limited global companies in Australia, who has introduced cereal drinks in the market.
The capturing of the majority of market share by the introduction of cereal drinks is very
much worth to the company, both financially and otherwise, as the company is
experiencing decline market shares and sales in the breakfast cereal market as a result of
increased health consciousness among the target customers.
3. The cereal drink product line of the company fits perfectly in to the current market of the
company as the cereal drink of the company will operate in the breakfast cereal market of
Australia which caters to the breakfast needs and requirements of the customers.
Kellogg’s can create a new market for the cereal drink of the company which will be
consisting of the customers who prefer to have breakfast on the go due to lack of
available time to have breakfast.
4. The factors which have led to the success of Kellogg’s in the market are highly effective
marketing campaign undertaken by the company and the worldwide presence of the
company and the strategic alliances undertaken by the company. The factor which has
contributed to the un-successfulness of the company in the market is concerns regarding
the nutritional value of the ingredients of the products.
5. As stated by Bok (2014) the buying habit which is most prevalent in the Australian
market is that the customers are searching for alterative products which are healthy in
nature and whose nutritional value are high in nature without any side effects. Another
buying habit which is observed in the Australian market is that the consumers mostly
prefer to buy products online and also from various supermarket chains as a result of lack
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DEVELOP MARKETING OBJECTIVES
of time and variety of options regarding payment and delivery available. In order to
exploit the buying habits of the customers, Kellogg’s needs to develop products which
are health and tasty in nature and are high in nutritional content and they also need to
offer the products to the customers from various supermarkets and through various online
shopping platforms.
6. According to Adetunji, Nordin and Noor (2014) the different segments of the breakfast
cereal market are a good start, an easy start, family feeders, mobile snackers, family
friendly, dietary needs and just for kids. It is recommended for Kellogg’s to compete in
segments of the market rather than competing in all the segments of the market regarding
their cereal drink product line so that they can effectively focus on meeting the
requirements of the customers belonging to the particular market segments. Kellogg’s can
operate in an easy start, mobile snackers, family friendly and dietary needs. The growing
market segments are an easy start, dietary needs, a good start and just for kids. The
contracting market segments are family feeders and family friendly.
7. The main competitors of Kellogg’s in context of the Australian Market are Nestle,
Quaker and other domestic companies. The reason for which, the customers buy from the
competitors of the products is presence of more nutritional value in the products of the
competitors. The main task that Kellogg’s needs to do in order to get customers buy from
them, are develop products which have more nutritional value and which satisfies the
health-consciousness requirements of the customers and which satisfies the breakfast
requirements of the customers.
8. The kind of margin that Kellogg’s should expect in the market is 30.5 %. The margin
closely aligns with the overall margin of the company which is 33.90 %. The reason for
fluctuation between both the margins is because that the cereal drink product is new in
the market and therefore in order to make the product acceptable the company has to
offer the products at a lower margin.
9. As stated by Urde and Koch (2014) the customer organizations which Kellogg’s need to
target first in Australia are Australian Consumer’s Association, Consumers’ Federation of
Australia and Australian Consumer Organization.
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DEVELOP MARKETING OBJECTIVES
Part B
1. In order to identify potential markets for the increased marketing opportunities for
Kellogg’s in Australia, the company needs to conduct market research in Australia which
will help in identifying the preferences of the customer and the trends affecting the cereal
market in Australia.
Vision of the company- The vision of Kellogg’s is to enrich and delight the world
through the foods and brands which matter.
Purpose of the company- The purpose of the company is to nourish families so that they
can flourish and thrive.
Heritage of the company- The heritage of the company drives the future of the company
and keep the company excited for tomorrow.
It is very important that the identified opportunities after the market research comply with
the vision, purpose and heritage of Kellogg’s so that the identified opportunities reflect
the values of the company.
2. In order to reach to the target markets of the products and future directions of the
company based on price, promotion, distribution and product it is very important to
analyse the marketing mix of the company as it will help in defining the product, price,
distribution and promotion regarding the various product lines of the company and it will
also help in reaching to the target markets of the products and provide future direction to
the products of the company.
3. In order to ensure supply of the product, in the market it is very important to review the
market performances of the products of the company in the market as the success of the
products of the market attracts influences the distribution channel of the products of the
company as the distributors prefer to distribute those products in the market which have a
demand in the market and which will yield profitability for the distributors and therefore
it is very important for the company to review the market performances of the products in
order to ensure supply of the product based on the demand of the product.
4. In order to meet the Australian challenges, Kellogg’s must be geared up to clear the clear
the perception regarding cereals as a healthy breakfast option among the target customers
of the products of the new product line of the company. previous lessons which have
learnt from the previous marketing launch campaign is that that the company should take
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DEVELOP MARKETING OBJECTIVES
into account the psychology of the customers regarding the benefits of the products
among the various genders of the society and must also take into account the images and
perceptions associated with every gender which are being associated with the marketing
campaign
5. According to Newstex (2014) the previous marketing positioning strategy of Kellogg’s
involved using product or benefit based positioning strategy in order to highlight the
benefits of their products to the target customers of the product. The current marketing
positioning strategy of Kellogg’s will focus on differentiation based positioning strategy
which will help in differentiating the new product line of the company with the existing
options available in the market.
6. SWOT analysis of the current cereal drink market in Australia are as follows:
Strengths- The main strength of cereal drink market in Australia is that it has high growth
potential. The other strength of the cereal drink market in Australia is that it will receive
high customer attraction due to the requirement of the customers regarding nutritional
breakfast options.
Weakness- The main weakness which is associated with the cereal drink market in
Australia is that consumers perceive cereal as a non-nutritional element for breakfast
owing to its high sugar content. The other weakness associated with the cereal drink
market is that it has got limited or no global companies operating in it and therefore it
lacks popularity.
Opportunities- The main opportunity which is associated with the cereal drink market in
Australia is that it can exploit various emerging market segments such as an easy start
and the mobile snackers. The other opportunity which is associated with the cereal drink
market is that it can exploit the growth opportunities associated with the non-availability
of competitors in the sector.
Threat- The main threat which is associated with the cereal drink market is the rise of
several other alternative breakfast options. The other threat which is associated with
cereal drink market is the regulations imposed by government regarding the use of
various ingredients.
7. The marketing performance against the previous marketing objectives was effective in
nature as the previous marketing strategies of the company were successful in
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accomplishing the previous marketing objectives of the company. The crucial success
factors regarding accomplishing the previous marketing objective was the innovative
marketing strategy design of the company and selection of the effective platforms in
order to accomplish those objectives. These ideas can be used towards the new ideas of
the marketing opportunities by designing the marketing campaign of the new product line
according to the preferences of each market segment and using both online and offline
platform to ensure the effectiveness of the marketing campaigns.
Part C
1. As opined by Efanny, Haryanto, Kashif and Widyanto (2018) the main marketing
opportunity which is associated with the cereal drink market in Australia is that it can
exploit various emerging market segments such as an easy start and the mobile snackers.
The other marketing opportunity which is associated with the cereal drink market is that
it can exploit the growth opportunities associated with the non-availability of competitors
in the sector.
As opined by Yang, Cai, Chen and Yang (2017) the new product line of the company can
contribute to the business of the company in Australia as the new product line of the
market which is cereal drinks, is relatively new in the market with very limited or no
competition and therefore customers will be tempted to try out a new alternative
breakfast option in order to access that whether the cereal drink is capable of becoming a
health and nutritious breakfast option.
2. The PESTLE analysis of the new marketing opportunity is as follows:
Political- The political environment of the country is stable in nature and the policies of
the government are friendly in nature and it helps in fostering investment in the country.
The country has sound relations with most of the countries of the world regarding trade
and business.
Economic- The economic environment of the country is stable in nature as the economy
is growing in nature. The growth of the economy ensures that the disposable incomes of
the people are high which ensures high purchasing power of the customers.
Socio-cultural- As opined by Srivastava (2015) the socio-cultural environment of the
country is accompanied by growing awareness among the people regarding their health
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and diet as they have become health-conscious in nature. The people of the country seek
for high quality nutritious and healthy products irrespective of its prices.
Technological- The country has a high technological growth rate which can be witnesses
through the high rate of technological advancements in the countries. As a result of high
technological infrastructure, new technologies are used by the companies in order to
manufacture new products and services which suits customer demands.
Environmental- The country demonstrates a high level of environmental awareness in
response to the various environmental issues which are affecting the country such as
climate change, deforestation and melting of glaciers.
Legal- The legal framework of the country is very strict and affective in nature in order to
promote fair trading and human rights and equality in the society. There are strict legal
regulations and legislations regarding the use of particular materials or the use of a
various technology in the manufacturing of the products which safeguards the healthy
well-being of the customers of the country.
3. The costs, benefits and risks for each opportunity are as follows:
Opportunity Cost Benefit Risk
Exploiting various
emerging market
segments such as an
easy start and the
mobile snackers.
Promotion of the
products in different
segments of the
market.
As opined by Wang,
(2015) it will help
in increasing the
market share of the
new product line of
the company and
will help in
enhancing the brand
image of the
company.
Lack of products
awareness in the
other segments of
the market which
could result in
decreasing of the
brand image.
Exploit the growth
opportunities
associated with the
non-availability of
competitors in the
Manufacturing and
marketing the new
product line of the
company.
Will help in
increasing the
profitability and
revenue of the
Concerns regarding
the quality of the
product as a result
of limited or no
competition in the
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DEVELOP MARKETING OBJECTIVES
sector company.
Can exploit the
monopoly of the
market.
sector.
4. As stated by Fair Disclosure Wire (2013) The main organizational goal and aim of
Kellogg’s is to enrich and delight the world with the foods and brands which matter and
the main aim of the new product of the company is to satisfy the demands of the
customers regarding healthy and nutritional breakfast option and therefore the new
marketing opportunity of the company fits with company’s goals and objectives in
general. The marketing capability of the company is highly effective in nature as the
marketing at Kellogg’s exists to cultivate and activate engaging relationship between the
brands of the company with the customers of the company. The marketing team of the
company work consistently to develop media and messages which connect the brand to
the customer and helps in increasing the demands of the products among the customers.
The marketing personnel of the company develop and implements innovative ideas which
are supported by deep human insights in order to create a delightful customer experiences
with the products of the company.
5. According to Presswire (2016) the opportunity to market the new product line of the
company will have a positive impact on the business of the company and its current
customers as the new product line of the company will help in meeting the customer
requirement of health and nutritional breakfast option with no side effect. The new
product line of the company will company will also the business of the company in a
positive manner as it will help in increasing the market share of the company and will
also help in developing the brand image of the company which witnesses de-growth due
to the perception among the customer regarding its ingredients.
Part D
1. As stated by Blankson, Cowan, Crawford, Kalafatis, Singh and Coffie (2013) in order to
increase market share by 20% in every Australian City, Kellogg’s need to increase brand
awareness of the new product line of the company by using online videos to quickly build
the star power of the company, developing a compelling press release which is
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DEVELOP MARKETING OBJECTIVES
newsworthy in nature, attracting customers to the website of the company using content
rich blogs, utilizing various social media tools to help develop brand image and
developing paid search ads of the company.
In order to create KPI awareness to achieve sales target, the staffs of the company must
be well informed about the Key performance Indicators of the company and the sales
target of the company. The employees of the company must be updated by the company
regarding KPI and monthly sales target of the company regarding the new product line of
the company through the intranet network of the company.
2. The objectives of the new product line of the company are consistent with the forecasted
needs of the business as the new objectives of the business are set in accordance with the
forecasted needs of the business. The forecasted need of the business is to introduce such
a product line which will help in addressing the de-growth of the company faced in the
cereal breakfast sector and therefore the objective of the new product line is to satisfy the
needs and requirements of the health conscious consumers of the company by marketing
the benefits associated with the cereal drink of the company.
3. The objectives of the new product line are compatible with the organization projected
forecasted in the way as follows:
Objective of the new Product Line Projected forecasts of the company
Achieving a market share of 30% after 2
years of introduction in the market.
Net sales to rise from 5 % to 4 % in fiscal
2018.
Increasing the profit margin of the product
from 31% to 34.5%.
Increase in earning per share from 11% to
13%.
Communicating the benefits of cereal
drinks to the customers along with its
nutritional values.
Customers opting for low sugar options,
protein bars and yoghurt for breakfast over
cereals.
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DEVELOP MARKETING OBJECTIVES
4. As stated by Xie, Xie Qian and Zhao (2018) the new product line of the company
complies with the Competition and Consumer Act 2010, which ensures that trading done
by the business is fair in nature for the customers of the business. The products meets the
standards and ethics by complying with the laws and legislations which are implemented
by the government of Australia regarding business in the country and it also complies
with the fair trading laws implanted by the government of Australia. The products also
meet the standards and ethics by ensuring that the ingredient of the products follows all
necessary quality standards and checks. The products also meet the standards and ethics
by ensuring that the activities of the company such as sourcing. Manufacturing,
operations and marketing are not misleading or deceptive in nature. The government of
Australia provides various benefits to the domestic companies of the country to compete
against foreign countries by allocating funds, reducing the interest rate and taxation rate
for the companies.
5. The current legal requirements that Kellogg’s needs to abide by are Competition and
Consumer Act 2010, Australian Consumer Law and Fair Trading Act 2012 and
Australian Consumer Law.
The ethical factors that the organization is a part in are as follows:
 The company must help in promoting equality.
 The company must focus on egalitarianism and individuality as it strongly affects
the corporate structure and hierarchy.
 The company must value privacy and relationship in the organization culture.
 The company must focus on promoting equality among all gender roles.
 The company must display full information about the products in the packaging of
the company.
 The company must not indulge in unfair trading services.
 The company must not indulge in deceptive marketing campaign.
Kellogg’s Special K got rid of the red bikini lady running along with the beaches by modifying
the market positioning strategy of the company. Earlier the company positioned itself its product
which will help a women to fit into a bikini but as the customers have moved away from the
above mentioned style of dieting and towards nourishing their body towards a healthy lifestyle as
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DEVELOP MARKETING OBJECTIVES
they want to eat well and feel confident that the brand can deliver it and therefore it modified its
positioning strategies.
6. The strategic direction of the company focuses on addressing the misconception of the
customers of the company regarding the ingredient of the cereal breakfast products of the
company. The strategic direction of the company also focuses on increasing the market
share of the company which had reduced due to the increased consciousness of the target
customers regarding various health related issues.
As opined by Srivastava (2016) the strategic direction of the company may impact of the
future marketing activities of the company as the future marketing activities of the
company are dependent on the strategic direction of the company. The future marketing
activities of the company are influenced by the strategic direction of the company as the
marketing strategy of the company is influenced by the strategic direction of the
company.
7. The risk assessment chart of the company is as follows:
Risk Contingency Strategy
Lack of products awareness in the other
segments of the market Lack of products
awareness in the other segments of the
market.
Introducing new product lines for the rest
of the market segments of the company
according to their requirements.
Concerns regarding the quality of the
product.
Providing awareness regarding the quality
of the product in the brand awareness
campaign of the company.
Downturn of the economy According to Uggla(2015) reducing the
prices of the product of the company by
reducing the margin of the product.
8. The marketing opportunities of the company fit with the organizational capability in
terms of manufacturing, marketing, technology, personnel and financial requirements.
The market fits with the organizational structure and design as the organizational
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