Kellogg's Marketing Report: Launching New Pineapple Cereal in UK

This report provides an analysis of Kellogg's marketing strategies for launching a new pineapple-flavored cereal in the United Kingdom. The introduction defines marketing and highlights Kellogg's mission to nourish families. The report explores the company's strategy of launching a new product under its existing brand name, focusing on adapting to social, cultural, political, and ethical considerations in the UK market. It then delves into various marketing strategies, including pre-launch giveaways to generate excitement, creating shareable content to engage customers, and leveraging social media platforms to promote the new product. The conclusion emphasizes the importance of marketing in boosting sales and the adoption of various strategies to attract customers and increase profitability. The report references academic journals and books to support its findings, providing a comprehensive overview of Kellogg's marketing approach for its new cereal launch.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
Company's strategy idea in launching new product....................................................................1
Company's marketing strategies..................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing refers to business activities of a company associated with buying and selling a
product and services. It includes advertising, selling and delivering product and services to
people (Ottman, 2017). In this report the organisation chosen is Kellogg's, a multinational food
manufacturing company headquarters in Michigan, United States. Its mission statement is
“Nourishing families so they can flourish and thrive”. Now they are planning to launch new
flavour in cereal that is pineapple. This report is going to analysis different strategy idea in
launch new product in United Kingdom. Moreover, discussing about different marketing
strategies in launching new product.
Company's strategy idea in launching new product
Kellogg's is one of the well establish brand in cereal. It produces cereal and convenience
including cookies, crackers and toaster pastries and market their products by several well known
brands including Corn flakes, Keebler and Chee z-it. Food. Its mission statement is “Nourishing
families so they can flourish and thrive”. Now they are coming up with new pineapple flavour
cereal in its product in market of United Kingdom. Moreover, they are launching a new flavour
in order to attain more market share and increasing its productivity as well as profitability in
market (Olsen, Slotegraaf and Chandukala, 2014).
Herein, Kellogg's are launching their product in existing brand name. Eventually they
will not face more issues in launching their product in new market place that is United Kingdom.
Moreover, they just need to analysis social, culture, political and ethical issues of a country in
where they are planning to launch their product. So that they are to provide better quality of
product and services in new marketplace.
Company's marketing strategies
In order to launch a product at marketplace, it is essential for a company to concern on
various marketing strategies. It includes identifying demand of customers, choosing best
channels for promotional activities and more. As a product manager, it is also necessary to
concern on various stages for successful launching of a new product. For example: Data
gathering and analysis, market strategy, launch planning and implementation. In addition to this,
before unveil the new product as well as its offerings in the market, it is also essential to provide
specific information to all associated members of business teams and key stakeholders. This
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would help in getting high support and contribution of them for launch product successfully. In
context with Kellogg’s company, it is going to offer a new flavour of cereals. For launching this
new product between targeted audiences, its product managers have developed effective
marketing plan (Kahn, 2014). This plan includes specific strategies for launching the product as
given below:-
Organise a pre-launch giveaway:
In order to get success in launching a product at marketplace profitably, it is required for
Kellogg’s to develop a feeling of excitement among customers before its release. For this
purpose, marketing manager is required to organise a pre-launch contest. By offering new
product to an exclusive group of some lucky participants, aid in developing excitement of them.
For example: Giving award to most creative ideas, photography contests and more, help in
attracting more customers towards business. Before launching or unveil new product, managers
should think to create as more viral as possible. This would help in increasing curiosity of people
to become first customer who get new product.
Create shareable content:
It refers to most reliable digital marketing strategy for organisations to long run. By
investing some time for creating a high quality blog which talks about new products to
customers, help in getting positive response of them (Gruner, Homburg and Lukas, 2014). Thus,
through this strategy, marketing team of Kellogg’s can share content of business. It brings traffic
to websites on regular manner.
Social media platform:
This strategy is considered as best technique for influencing people towards new products
of a company. By using platform of social media like Facebook Pages, Instagram, You Tube and
more, product managers of Kellogg’s can provide information related to new flavoured cereal to
people. This would help in increasing curiosity among customers about the same, through which
product will successfully launch at marketplace.
CONCLUSION
It has interpreted from this report that marketing is a main function for a company in
increasing its sales performance. For launching any new product at marketplace, an organisation
adopts various marketing strategies. This would help in attracting more customers towards a
company through which high profitability can be gained.
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REFERENCES
Books and Journals
Gruner, R. L., Homburg, C. and Lukas, B. A., 2014. Firm-hosted online brand communities and
new product success. Journal of the Academy of Marketing Science. 42(1). pp.29-48.
Kahn, K. B., 2014. New product forecasting: an applied approach. Routledge.
Olsen, M. C., Slotegraaf, R. J. and Chandukala, S. R., 2014. Green claims and message frames:
how green new products change brand attitude. Journal of Marketing. 78(5). pp.119-137.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
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