Marketing Management: Kellogg's Brand, Packaging, and Product

This report provides a comprehensive analysis of Kellogg's marketing management, focusing on brand strategies, new product development, and packaging. The introduction highlights the role of marketing management in the context of a large supermarket like Sainsbury's, with a specific focus on Kellogg's. The evaluation section examines Kellogg's product range, market presence, and the issues it faces, including brand confusion, misleading advertising, and the impact of product variety. The report also delves into potential threats, such as competition and changing consumer preferences, while suggesting strategies for new product development. The report further explores the process of new product development (NDP), including the Fuzzy Front End, design and implementation, and Fuzzy Back End stages, along with various approaches like idea evaluation, screening, and business analysis. The final section examines product management, branding, and packaging, emphasizing the importance of branding in building customer loyalty and the role of packaging in marketing strategies. The report concludes by summarizing the key findings and offering insights into Kellogg's marketing challenges and opportunities.

Marketing Management

Table of Contents
INTRODUCTION..........................................................................................................................1
Evaluation........................................................................................................................................1
Threats..............................................................................................................................................2
New products development..............................................................................................................3
Product Management, Branding and Packaging..............................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management is the process where the company use in the business to make the
company in discipline which focus on the marketing strategies, structure, function on the
business organisation. It is the activity where the enterprise use to achieve the goal successfully.
Sainsbury's organisation is the big supermarket where they sale the product with their own label
or brand and other brand also like Kellogg's crunchy nut cereals. In this case study discuss the
issue of brands, packaging in the market and how it face and develop in the market ( Kotler,
2009).
Evaluation
Kellogg's crunchy nut cereals is the company situated in the US where they produce
different category of all products are produced like new products, vegetarian, vegan, halal
certified, kosher certified etc. At present company is producing 164 products. The overview of
Kelloggs brand include Cereals, Biscuits, Bars, Fruit flavoured snacks, Crisps, Toaster Pas\tries
and many other new products. These all are the cereals where enterprise produced for people to
take benefits of breakfast which full of minerals and vitamin (Best, 2012).
This Kellogg's crunchy nut cereals brand is very popular which spread around the world in
North America, Latin and Africa, Asia, Europe and middle East, Oceania. This brand is very
popular and doing continue expanding. This company has different brands like Eggo,
Gardenburger, Pringles, Sunshine Biscuits. Various methods of marketing is used by the
company to promote its brands and the products where the marketing strategies are used so they
can produced thousands of products that have been distributed in the worldwide.
Kellogg's crunchy nut cereals company has issue in the marketing regarding in the brands,
products and packaging (Hulfactor, 2006).
1. First issue is on children premium, packaging of the cereal according to the children so it
may get attract to the children. By attracting the children the Kellogg's company has
offers the million copies of books with different edition distributed over a period of time.
Second issue is the company used merchandising of their products, where the released or
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offers the different game, video games with the special products. So it get more
expensive for the company.
2. In Kellogg's products advertising claims in misleading the products by the Federal Trade
Commission (FTC). Frost Mini wheat product cereals of the Kellogg's also found the
fault by the FTC. Where as “ Special K” product has stop the advertising by the UK
because due to the citing caloric values of milk consumed with the serials.
3. There are so many different brands in the Kellogg's industries have which make issue for
both the business and the buyers. Good brand name make strategy of customer decision
makilng. So many brand just confuse the people and they do not buy where it makes
decrease in the sales. Other issue with the brand is company is having so many brand
which (Boyd and Massy, 1972).
Threats
It is multinational American food manufacturing company. Kellogg's largest factory are
situated in UK. Where Kellogg's company has many threats like in dismal sales indicate the
biggest problem in the company. Having so many brands and the products it makes difficult to
handle. More then $1 billion dollar Kellogg's food industry spend the money on advertising.
And there are so many varieties in the cereals people get confused, where most of the people
makes breakfast at home so it lead to decrease in sales. Some of the products like “Special K”,
Corn flakes, Oats are increasing day by day in selling but some products like “Mini – wheat” and
others are declining in the sales where it may not recover in the market. Moreover, the product
like oats, corn and rice having carbohydrates which includes sugar, starch and cellulose, where
this effect the human body (Stern and Ansary, 1988).
The larger problems of this venture is growing competitors in the market environment which are
also in the morning breakfast cereals trends. Its hard to manage the employees in the factories
because there are number of headquarters and industries situated. The other issue is Kellogg's
only focusing on the product Special K and just neglecting the other brands of the company. This
lead to the decline in sales of the other products.
As to solve all these threats ad problems, the Kellogg's company increase the sales in healthy
products. Now a days people are becoming more health conscious and they mostly prefer the
healthy things to make their body fit. Many of the people are office going and they do not have
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time to make the breakfast so this company producing the breakfast bar, a piece of fruits,
yogurts, healthy sandwiches and many more products so the customer just grab it on the way of
their work. For handling the employees Kellogg's venture have focus on the marketing
management in the business (Shimp, 1997).
New products development
As Kellogg's crunchy nut cereal company wants to capture the whole market and
produce the product other then it is producing, they have to develop the new products in the
market. It is the activities where the company produce new product in the market. It is the
opportunity for the Kellogg's industries to develop the business. By analysing the people needs
and wants, doing satisfy in the competitive environment it will lead to the success of the
products. There are some process of new development product (NDP) where every new products
have to pass three steps which are :-
1. Fuzzy front end (FFE) - employees have to do analyse or specify the requirement of the
people on the basis of the high level requirement. It is the pre-project activities, it is the
starting point where it is the opportunity of the company innovate the new product for
development.
2. Design and implement – second step is to design the products which help in high level
and the detailed level development of the products. It specify the meet of the requirement.
Then implement the product, it is the phase where it implement the design of the products
and take the test process. The product life cycle cost are engaged in this stage so it is very
important stage.
3. Fuzzy back end – toz, Allen and Hamilton (BAH) process in models which include the
strategies, ideas, generation, evaluation, analyses, development, testing and
commercialisation. All this applied to the employees industries. They adopt al these in
the business so they get benefit and improve the skill. There are five steps of models
where most of the company use in new development of the products. .his is the last third
steps where the products launch in the market. In other words it is the commercialisation
phase where the production occur and product go to the people. It is the output where
products are ready to sale.
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For introducing the new product in the market there are models which go smoothly in the
business. The use of model in the NDP because it helps to develop afterwards in the business.
There is the Booz, Allen and Hamilton (BAH) process in models which include the strategies,
ideas, generation, evaluation, analyses, development, testing and commercialisation. All this
applied to the employees industries. They adopt al these in the business so they get benefit and
improve the skill. There are five steps of models where most of the company use in new
development of the products.
 analyse the market, understand and the technology and the problems,
 Collect the information,
 imagine or visualise the product using customer,
 Make preliminary version, analyse and correct,
 Finally, implement the design (Reichheld, 1994).
Approaches of NDP
Their are eight approaches of the new development product where the Kellogg's
company use in the business so it get help in the process of development the product in the
market.
1. Ideas evaluation – by doing SWOT analyses it generate the lots of ideas. Different ideas
develop new products, ideas can be come from the sources, competence, employee,
members, top management or with other peoples. By doing brainstorming ideas ca be
created by doing opportunity analyses.
2. Ideas screening – in the resourcing make object is to eliminate the waste full concept.
The screener ask some questions like can benefit get with the product in the customer
target market? , will the production is beneficial when doing manufacturing?” etc.
3. Idea development – company make the product ideas and clear all the concept related
with product and identify the actual or potential products. Make the test group and five
the question and ask randomly so it will come to know about the product and make
further improvement (Richard, 2003).
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4. Business analyses – make estimate in the selling price of the competitor, sales volume,
break even point, profitability and take customer feedback.
5. Testing – venture mock up the product in the market and test the product and packaging.
And make improve if the company feels necessary.
6. Implementation – at this stage company initiate the new program and finalize the quality
of the products then make estimation in resources, requirement, planning, monitoring and
in contingencies.
7. Commercialisation – at second last stage, industries launch or produce the products and
make advertising, promotion to the merchandise and again do the critical analyses.
8. New product pricing – at the last stage, make the portfolio and analyses the external and
internal environment, competitions, whether the cost of the product is variable or fixed
and forecast (Kotabe and Helsen, 1998).
Product Management, Branding and Packaging
Product management is the function where the Kellogg's company use for in the product
life cycle. This include planning, forecasting and the marketing of the products. It is important
because it is maximising the profits, sales revenue and helps to capture the market share. In
product management branding and packaging are the important element which helps to acxhieve
the goals in the business organisation.
Branding
Marketers goal is to increasing the brand name of the products against the competition in
the market under the life cycle. Earlier brand name taken as lightly but now a days, brands of the
products is necessary for the product strategies, values of the product and in addition the value
of the quality and the value of the life styles. Brand is like a symbol or a name where the
business use so that consumers easily imagine that this brand refers to that company or
enterprise. The Kellogg's company has include different goods brand with different products and
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create the good relationship between the brand and the people. Kellogg's branding has many
advantages regarding both the buyers and the producers.
 In big supermarket, brand makes easy to the buyers to make decision and choice on the
various types of the products.
 It reduce the time in making search and offer the security.
 It reduce the anxiety level of the customer and make confident to the people.
 Brand makes loyalty with the buyers and motivate to the buyers.
 Brand makes facilitates in the higher prices and add values in the products (Kinnear and
Taylor, 1987).
1. There are 4 types of brand strategy, first is line extension which means the product which
are in the same category extended to the products with the existing names. Second is the
brand extension means existing the new categories with existing names. Third is multi
brands, which means existing categories or products involve new brands. And the last
one fourth is new brands, means all new brands in al new categories.
Packaging
The Kellogg's company spend more on the advertising and the packaging. In market strategies
packaging is the most important in the competitive world (Hunt and Morgan, 1994). In
packaging a good instruction are written will help in maximising the products and a well
condition of product attract the buyers more (Robert, 2008). Marketers should package the
products in that way so it can be recycle and use again. They have to keep in mind the
importance of the environmental concerning. Make the label standard and truthful considering
the legal and ethical consideration.
CONCLUSION
By attempting this essay on marketing management it shows the evaluation of products,
brand and packaging of the Kellogg's food industry. The company is facing the issues and
problem in the packaging and brand and it overcome with the marketing management. In this
case study Kellogg's company also develop the new product in the marketing with the help of
marketing models and marketing approaches, so the industry can develop easily and and achieve
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the goals. It helps to make good relation with the customer and increase high level of customer in
the market. The Kellog's company have to focus more on the packaging because many people
value the environment and if the the responsibility are given to each individual and make
implementation on it then no one can stop to get the goals and this can be happen only when the
Kellog's has ensure to done the control tightly and monitoring the every individual. Marketing
management helps in growing business in the future if the industries focus on the marketing
management (Keegan and Schlegelmilch, 2001).
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REFERENCES
Books and journals
Kotler, P., 2009. Marketing management: A south Asian perspective. Pearson Education India.
Best, R., 2012. Market-based management. Pearson Higher Ed.
Boyd, H.W. and Massy, W.F., 1972. Marketing management. Orlando, FL.: Harcourt Brace
Jovanovich.
Hunt, S.D. and Morgan, R.M., 1994. Relationship marketing in the era of network
competition. Marketing Management. 3(1), p.18.
Keegan, W.J. and Schlegelmilch, B.B., 2001. Global marketing management: A European
perspective. Pearson education.
Kinnear, T.C. and Taylor, J.R., 1987. Marketing research: an applied approach. McGraw-Hill
Companies.
Kotabe, M. and Helsen, K., 1998. Global marketing management. New York.
Reichheld, F.F., 1994. Loyalty and the renaissance of marketing. Marketing Management. 2(4),
p.10.
Shimp, T.A., 1997. Advertising, promotion, and supplemental aspects of integrated marketing
communications. Harcourt Brace College Publishers.
Stern, L.W. and Ansary, A.I., 1988. Marketing channels. Prentice Hall.
Online
Robert, W., 2008. How to create a successful marketing plan. [Online]. Available through:
<http://www.entrepreneur.com/article/43018>. [Assessing on 12th December 2016].
Richard, D., 2003. Marketing theory. [Online]. Available
through:<http://businesscasestudies.co.uk/business-theory/marketing/market-
planning.html#axzz3SrZu6htD>. [Assessing on: 12th December 2016]].
Hulfactor, M., 2006. Overcoming Barriers to Market Understanding: Achieving Innovative
Technology Product and Service Success. [Online]. Available through:
<http://gajanana.org/images/Barriers_to_Market_Feb_2006.pdf>. [Assessing on 12th
December 2016].
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