Detailed Marketing Strategy and Plan Analysis for Kellogg's Company

This report provides a detailed analysis of Kellogg's marketing strategy and plan. It begins by outlining the company's marketing objectives, including reducing costs, increasing sales, enhancing brand image, and achieving a competitive advantage. The report then delves into Kellogg's target customers, differentiating between children, adults, and health-conscious consumers, and discusses how the company positions its products in various markets. The analysis covers distribution strategies, emphasizing the importance of an effective distribution channel, including online platforms and retail outlets. Digital marketing strategies, such as social media and interactive games, are also highlighted. The report further examines the marketing mix, including product, place, price, and promotion strategies. Competitive analysis focuses on the challenges from competitors and the strategies for market penetration. The report concludes by emphasizing the importance of strategic marketing for achieving overall business goals and objectives.

Running Head: Marketing Strategy and Plan
Marketing strategy and Plan

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Table of Contents
Introduction.................................................................................................................................................1
Marketing objectives for Kellogg.................................................................................................................1
Marketing Strategy for Kellogg....................................................................................................................1
Target customer..........................................................................................................................................1
Positioning...................................................................................................................................................2
Distribution..................................................................................................................................................2
Digital Marketing.........................................................................................................................................3
Marketing Mix.............................................................................................................................................3
Competitive analysis....................................................................................................................................5
Market penetration.....................................................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6
Introduction
In the recent scenario, it is analyzed that it is important for a company to have a strategic
marketing strategy. This helps the company to achieve overall goals and objectives related to

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marketing. This report highlights the marketing objectives of Kellogg and also the strategies that
are used by the company.
Marketing objectives for Kellogg
a.) To reduce the overall cost of marketing of various products by adopting digital means.
b.) To increase the overall sale of the products by 30 % by the end of the financial year 2018.
c.) To enhance the brand name of the company by around 40 %.
d.) To target the section of the market so that the customers can be induced to purchase the
products of the company.
e.) To achieve strategic advantage in marketing over the competitors.
Marketing Strategy for Kellogg
Kellogg is an American multinational food manufacturing company and headquarter is in
Battle Creek and in the United States. The company offers cereal and foods like cookies and
frozen waffles (Bauch, 2016).
Target customer
The company should focus on children by taking into consideration Frosties. Adults
should be targeted for Crunchy and nut cornflakes. The company should also target the older
segment by telling them about the healthy food that should be taken just before starting a day so
that they can feel good and healthy.
Kellogg should also target the people who purchase the product on regular basis. This is
the major reason that the company also organizes many events and offer benefits on the products.
The customers can easily purchase the products from the stores and can enhance their image in
the market. The target should also be on the people who are health conscious. The company has
maintained a good image in the market so to maintain it in a proper manner it is important to
demonstrate the ingredients and also nutritional values on the packaging so that customers can be
induced to purchase the product (Dean et al., 2015). Kellogg can target the customers by giving
sponsorships in FIFA and Olympics. It will help to connect with the customers and all the target
segments can be taken into consideration at the time of giving sponsorships.

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Young men should also be targeted so that they can consume the product at the time of doing any
physical activities like Gyming and running.
Positioning
It is seen that the company has positioned within different nations all over the globe. The
company should emphasize on effective positioning. In the places where the company has a
good share in the market or is conducting the activities from a long time should position by
offering healthy and high range products like in the United States. In some places like India
where the company is totally new and also wants to attract customers. So in this situation, the
products should be offered at low prices and also quality should be maintained. The company
should position its products as healthy and nutritional breakfast in each market segment. Also
the positioning of the products should be affordable to the public if the comparison is made with
the competitors (Lelieveld et al., 2016).
Distribution
It is seen that it is very important that distribution channel should be effective enough so
that product can be offered to the customers easily. The products of the company should be
available on every outlet so that it can be easy for the customers to purchase it from any
convenience stores. Kellogg can also offer the products on commerce sites by redesigning the
old website in an attractive manner. The products should also be available in the supermarkets
like Tesco and Wal-Mart so that sales can be enhanced in the market (Solomon et al., 2014). The
company can also take into consideration their own sales force. The sale person will offer door to
door services to its customers. The company should supply its products directly to retailers or
through the wholesaler. It can enhance the profitability if the product is available on every
outlet. If the product is easily available on the outlets then it can be easy for the customers to
purchase without giving any second thought. This strategy will help the company to increase the
overall sale of the products in 2018.
Kellogg should also focus on enhancing the overall production or manufacturing facilities
in more countries so that the products can be available in large quantity in every corner of the
world. Also just because of the good product portfolio the company it is important to distribute

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the products in more than 160 countries (Osterwalder et al., 2014). It is evaluated that company
should spend at least 8% to maintain proper distribution channel globally.
Digital Marketing
In the recent scenario, digital marketing plays a great role to promote the products in an
effective manner. Kellogg should also focus on digital marketing so that overall profits can be
enhanced. The company should launch new games and also attractive posters that induce the
customers to purchase the item. If the game is launched by the company then it should be created
in such a way that the information of the product is given to the customers (Tobey and Manore,
2014). It is an effective marketing strategy that will help the company to increase the demand for
the products in the market.
It is also important that company should create social media pages so that the products
that are launched in the market can be posted on the page for giving information to the customers
(Bohe et al., 2017). As the company is targeting on many segments so it is important to make
posters or advertisement of every segment by inserting pictures that will attract the interest of the
customers. This marketing strategy will help the company to give knowledge to its customers. If
customers have proper knowledge than it is seen that they can easily purchase the item for
consumption purpose. In the recent scenario, it is important for the company to introduce its
products on social networking sites as it helps to attract the interest of the large audience in less
time (Calder et al., 2016).
Marketing Mix
Product
Kellogg is related to the food processing industry and there are many products that are
offered to the customers. It analyzed that company offers products like cereal bars, cookies,
frozen waffles and vegetarian foods. Cereals are considered as one of the famous product of the
company and the company can attain a large market share in future (Lang and Heasman, 2015).
The benefit of cereals is that it emphasizes on fitness which has made a good breakfast option for
the people of all age groups. So the company can achieve large market share if many flavors are
introduced with the same flavor.

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Place
Kellogg should focus on managing the distribution channel so that large share of the
market can be grabbed. The company should also focus on hiring efficient sale members and
distributors so that sales can be enhanced effectively. Kellogg has also focused on the
warehouses so that proper supply of goods takes place when required. The company should have
a proper connection with the retailers so that the products can be directly sent to the customers in
a short time. It is analyzed that availability is one of the important factors that determine the
overall sales. The company should supply proper quantity of items on the outlet so that there is
no shortage of products.
Price
It is analyzed that Kellogg should determine the actual selling price of the product by
conducting market research. It should also consider production costs, advertisements cost and
overall profits (Massa and Testa, 2017). When market research is done then only the prices of the
products should be determined. These prices can be different as in many cases the company
offers discounts and schemes so that sales can be generated in high volume (Anselmsson et al.,
2014). The company can achieve large market share if the prices are less as compared to the
competitors like Nestle and General Mills.
Promotion
This is one of the important factors as it helps to enhance the sales in the market and also
enhances the satisfaction level of the customers. To make the customer aware of the products it
is important for the company to consider Media as a source of promotion. The company should
give attractive advertisements on magazines and on television. To attract kids towards the
product the company should also introduce attractive gifts in the boxes of cereals so that demand
can be enhanced (Ryan, 2016).The company should distribute fun comics with corn flakes for
children.
It is analyzed that company has also taken help from merchandises to promote their products in
the market. So, an effective promotional move should be taken into consideration by the

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company by distributing free samples so that the awareness can be created of the products
(Chaffey and Ellis-Chadwick, 2016).
Competitive analysis
The company faces huge competition from many local, national and international
companies. The major factors that affect the competition are related to cost of materials, quality,
and price. So, to achieve competitive advantage it is important that company should focus on
fixing accurate cost by analyzing the prices of the competitors.
Market penetration
It is important for the companies to analyze the overall sales and compare trends that are
prevailing in the market. The company should use the information related to marketing so that
sales can be evaluated easily. At the time of Christmas, Kellogg should consider the market
penetration strategy as it is the time for a sales push. This can help the company to enhance the
sale in the existing market and also it can be effectively done by taking into consideration
advertising. It is analyzed that decisions of the customer are based on the brands. So each and
every time there are many choices available with the consumers so it is important to consider
market penetration strategy as it will help to create a good image in the market and enhances the
overall profits of the company (Urban et al., 2017).
Conclusion
By evaluating the report it is seen that company should consider marketing strategies so
that overall goals and objectives can be achieved. It is important for the company to consider
effective promotional techniques so that awareness of the products can be generated. It is
important for the company to aware the customers as it will help to enhance overall sales and
profits for the company. If the customers are satisfied with the product then it can be easy to
attain large market share and the image of the company is also enhanced effectively.

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References
Anselmsson, J., Vestman Bondesson, N. and Johansson, U., 2014. Brand image and customers'
willingness to pay a price premium for food brands. Journal of Product & Brand
Management, 23(2), pp.90-102.
Bauch, N., 2016. A Geography of Digestion: Biotechnology and the Kellogg Cereal
Enterprise (Vol. 62). Univ of California Press.
Bohe, A., Cervini, G. and Zobi, G., Accenture Global Services Ltd, 2017. Digital consumer data
model and customer analytic record. U.S. Patent 9,536,002.
Calder, B.J., Malthouse, E.C. and Maslowska, E., 2016. Brand marketing, big data and social
innovation as future research directions for engagement. Journal of Marketing
Management, 32(5-6), pp.579-585.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Dean, M., Spence, M., Hodgkins, C. and Raats, M.M., 2015. Front-of-pack (FOP) labelling of
foods and beverages. In Advances in Food and Beverage Labelling (pp. 113-131).
Lang, T. and Heasman, M., 2015. Food wars: the global battle for mouths, minds and markets.
Routledge.
Lelieveld, H.L., Holah, J. and Gabric, D. eds., 2016. Handbook of hygiene control in the food
industry. Woodhead Publishing.
Massa, S. and Testa, S., 2017. Opening up innovation processes through contests in the food
sector. Business Process Management Journal, 23(6), pp.1290-1310.
Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A., 2014. Value proposition design: How
to create products and services customers want. John Wiley & Sons.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.

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Tobey, L.N. and Manore, M.M., 2014. Social media and nutrition education: the food hero
experience. Journal of nutrition education and behavior, 46(2), pp.128-133.
Urban, G.L., Gosline, R. and Lee, J., 2017. The Power of Consumer Stories in Digital
Marketing. MIT Sloan Management Review, 58(4).