Comprehensive Marketing Analysis: Kellogg's Cereal Drink in Australia

This report provides a comprehensive marketing analysis of Kellogg's cereal drink in the Australian market. It begins with an overview of Kellogg's presence in Australia and potential market opportunities. The report identifies key market segments, potential competitors like Zenith and Up&Go, and strategies for attracting customers, including targeting remote areas and adjusting pricing. It explores the company's vision, objectives, and pricing policies. The research design involves analyzing past reports and customer preferences. A SWOT analysis reveals Kellogg's strengths (global presence), weaknesses (slow innovation), opportunities (targeting eateries and B&Bs), and threats (competition). The report examines political, economic, social, technological, environmental, and legal factors impacting Kellogg's marketing plan. It outlines short-term objectives (TV and internet advertisements, celebrity endorsements) and long-term goals (market share increase). Finally, the report concludes that Kellogg's can successfully market its cereal drink in Australia by implementing an appropriate strategy.

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Marketing

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Part A: Marketing opportunities
Kellogg’s has carved a niche of itself in Australia since its entry there in 1924. Given
the economic situation in Australia, it is expected that it would grow to an optimum level in
the future as far as Australia is concerned (Hadjikhani, Lee, & Park, 2016). Since Kellogg’s
has carved a niche of itself at the global level, it can take a huge share of market with
reference to Australia which implies that it can generate huge amount of revenues by
attracting customers. The cereal drink is expected to incredibly position itself into the market
once it is launched. The primary reason for the success of Kellogg’s in Australia is its ability
to provide a variety of cereal drinks for breakfast (Kiseleva, 2017). The main segments of
market include the geographical and demographical factors where it can be in competition as
far as the location and respective population is concerned. The potential competitors for
Kellogg’s in the Australian market include Zenith and Up&Go and customers purchase from
them for exploring varieties associated with different brands of cereal drinks. In order to
attract more and more customers, Kellogg’s needs to enter into the markets of remote areas
and also make reductions in the prices of the cereal drink. The organisations which can
potentially be the primary targets for the cereal drink marketed by Kellogg’s include the
healthcare sector as the cereal drink contains health benefits. Additionally, it can also target
those organisations which lay a huge emphasis over cereal drinks. It can also include schools
which offer free breakfast to students.
Part B: Research Design
The potential markets can be identified by the means of browsing through the past
reports concerning organisational sales and the products the consumers are passionate about.
The vision of Kellogg’s implies the satisfaction of the people of the world by the relevant
food and brand (Wensley, 2017). The main objectives of Kellogg’s include the welfare of
families through its food products as far as their enrichment is concerned. It is dedicated to
provide the appropriate services in accordance with the suitability of the needs of the people.
The pricing policy should be as per the ability of the buyers in the market. It should also
advertise itself through banners and hoardings (Lovelock & Patterson, 2015). The promotion
and distribution of the cereal drinks must be done through advertisement and campaigning in
an appropriate manner. The company has incredibly performed as far as the Australian
market is concerned. The cereal drink would have to primarily target families with babies and

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young children as far as overcoming challenges in the Australian market is concerned. The
Strengths of Kellogg’s include being prevalent at the global level to a massive extent (De
Mooij, 2018). The Weaknesses of Kellogg’s include being not so responsive to innovative
techniques. The Opportunities for Kellogg’s include being provided with a platform to target
eateries and Bed and Breakfast lodges. The Threats for of Kellogg’s include being faced with
competition from other brands such as Zenith and Up&Go. It is imperative from the previous
outcomes that Kellogg’s has been quite successful in satisfying its customers in Australia as
far as its target audience is concerned.
Part C: Opportunities
Taking account of the Strengths, Weaknesses, Opportunities and Threats, it can be
inferred that the cereal drink by Kellogg’s has a wide scope and opportunity to market itself
in Australia thereby playing an important role in driving the Australian economy. The
Political factors for Kellogg’s in Australia include the situation in Australia relating to
administration which seems to be quite stable. The Economic factors in Australia imply that
it would be viable for Kellogg’s to market its cereal drink as far as the economic policies are
concerned (Brown, 2016). The Social factors for the success of the breakfast drink of
Kellogg’s imply the culture and traditions of Australia playing an important role for the same.
The Technological factors include the availability of the appropriate machinery in Australia
for the purpose of manufacturing the cereal breakfast drink. The Environmental factors imply
the rate of pollution in Australia and the emphasis over eco-friendliness by Kellogg’s. The
Legal factors imply the laws in Australia playing an important role as far as the marketing of
the cereal breakfast drink by Kellogg’s is concerned. The changes by society may also play
an important role in the modifications of the marketing plan of Kellogg’s as far as the cereal
breakfast drink is concerned. It implies that Kellogg’s may have to change its target market.
As a result, it can be assessed that the cereal breakfast drink by Kellogg’s can be marketed in
Australia in a proper and appropriate manner provided that it follows an appropriate strategy.
Part D: Objectives
The short term objectives imply the telecasting of advertisements through televisions
and internet as far as brand awareness is concerned. In order to advertise the cereal breakfast
drink by Kellogg’s in a proper and appropriate manner, sportsmen and celebrities would play
an extremely important role as far as its endorsement is concerned. It can also collaborate

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with other organisations as far as joint venture is concerned with reference to advertisement.
The long term objectives would help in the cereal breakfast drink by Kellogg’s to carve a
niche of itself in the Australian market (Babin & Zikmund, 2016). If it follows a proper and
appropriate strategy with regard to the spreading of the awareness, its market share is
projected to increase by twenty percent in a couple of years. Kellogg’s has achieved beyond
its stipulated goals as observed and inferred accordingly and appropriately. It implied that the
objectives of Kellogg’s with reference to the marketing of the cereal breakfast drink are on
line with the demands of future customers taking account of the market situation of Australia.
It can be exemplified through the past strategies used by Kellogg’s as far as marketing of its
products is concerned (McDonald & Wilson, 2016). The laws and the Australian government
regulations have not imposed enormous amount of red tape over organisations as far as
carrying out of business activities is concerned. It implies that the legal requirements for
Kellogg’s are not so stringent as far as the marketing of the cereal breakfast drink is
concerned.

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References
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