Marketing Research and International Marketing of Kellogg Company

This report provides an in-depth analysis of Kellogg Company's marketing strategies, with a specific focus on their market research methodologies and international marketing endeavors. The report begins by outlining the types of market research employed by Kellogg's, including both primary and secondary research techniques. It highlights the company's use of questionnaires and customer feedback to evaluate product viability, particularly in the context of brand extensions like Crunchy Nut. Furthermore, the report details the process of international marketing research, differentiating between primary research involving surveys and qualitative analysis, and secondary research utilizing existing data. The report then explores the reasons behind Kellogg's international marketing efforts, emphasizing the importance of effective communication and the benefits of reaching a broader customer base, managing demand fluctuations, and diversifying income streams. The analysis underscores how international marketing enhances sales and revenue for the company, supported by references to relevant academic literature. The report concludes by summarizing the key findings and implications of Kellogg's marketing practices.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
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The paper is focused in the elaboration of the market research strategies and the
marketing strategies of Kellogg Company. The organization is one the largest producer of cereals in
the modern business world with the excellent reputation of providing quality food products for more
than 100 years (Kelloggcompany.com. 2019). The paper focused in the description of the
marketing research that the mentioned organization conducts for the introduction of the new food
products and along with that, analyses the reasons of International marketing from the part of the
companies of the modern business world.
Research type of the company:
The organization uses primary and secondary market research for evaluating the viability and
scope of introducing new products. Both the forms of the research have significant amount of
opportunities of providing important information regarding the key trends of the market along with
the preferences of the customers of the mentioned industry. For the Crunchy Nut brand extension, the
research and development department of the mentioned organization was observed to put strong
emphasis on the primary research where the company evaluated the preferences and the demands of
the customers through reporting their comments on the basis of the set questionnaire (Kelloggs.com.
2019). The comments of the customers included the feelings, emotions and the important advices for
the products of the mentioned company. In addition to the qualitative research, the company also
conducted the quantitative research where the comments or the responses of the customers of the
customers were recorded on the basis of a scale that had values assigned from the most positive aspect
to the most negative aspect. Apart from this, the company also used the cost efficient form of research
which is the secondary research where the company evaluated the recorded and preferred prototypes
of the customers.
In addition to the research, the company has the expertise of analysing the information
gathered from the research in an efficient manner which is pretty evident with the formation of the
suitable prototypes and recipes and the real time testing of them to gather the information of the any

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necessary adjustments to be made and to achieve the sales forecast as well (Kelloggcompany.com.
2019).
Process of international marketing research:
The process of the international marketing research is observed to be divided into two forms.
The first one is the primary research and the second one is the secondary research. Considering the
primary research, the organization are seen to conduct surveys for identifying the preferences of the
customers. The quantitative form of research includes a framed questionnaire where the customers
provide their responses with various ratings and on the other hand, the qualitative form of research is
seen to be focused on the explanatory comments of the customers (Antwi and Hamza 2015). The
findings of the qualitative research provides notable amount of idea to the companies regarding the
likings of the customers and the information that have the potential to improve the quality of the
products. The findings of the qualitative research helps the organizations in increasing the
effectiveness of the products and the services that they offer to the customers.
Apart from the primary research, many of the organizations are seen to prefer the secondary
research where the main objective for the organizations is to gain the idea of the market from the
information of the secondary sources. With the secondary sources, the organizations have the idea of
the information that is already present about the market. Walliman (2017) commented that the
process of the secondary research is concerned about the sourcing of the ideas from the present text
and thus it becomes time and cost efficient for the managers of the organization. But on the other
hand, the fluctuation in the timing of the sourcing of the data and the formation of the data becomes
one of the main factor that decreases the effectiveness of the research.
Reasons of International Marketing:
The main reason of the internal marketing from the part of the companies is seen to be the
urge of the companies in communicating to the customers regarding the new products. It is pretty

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evident that the importance of communicating to the customers regarding the features and the
availability of the products is notably high for the success of the organizations in introducing the
products and in selling the products (Fletcher and Crawford 2013). With the effective
communication to the customers regarding the new products through the increased marketing and
promotional campaigns from the part of the companies, the organizations have the potential to attract
the attention of the customers and influence them in conducting repetitive purchases. Under such
situation, the international marketing becomes notably important for the organizations as that have the
potential to place the organizations in a better position in communicating to a larger number of
customers. The international marketing helps the organizations in attracting diversified income
streams and along with that, it also becomes essential for the organizations in entering the foreign
markets as that plays a key role in managing the demand fluctuations. Considering the financial
aspect, the international marketing helps the organizations in the improvement of the sales of the
organization along with the revenue.

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References:
Antwi, S.K. and Hamza, K., 2015. Qualitative and quantitative research paradigms in
business research: A philosophical reflection. European Journal of Business and
Management, 7(3), pp.217-225.
Fletcher, R. and Crawford, H., 2013. International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Kelloggcompany.com. 2019. [online] Available at:
https://www.kelloggcompany.com/en_US/home.html
Kelloggs.com. 2019. [online] Available at: https://www.kelloggs.com/en_US/home.html
Walliman, N., 2017. Research methods: The basics. Routledge.