Case Study Of Kellogg's

The cereal industry is very adamant on using a differentiation strategy to make one’s brand stand out in the minds of certain people. The companies break down the public into different target markets; and then make products that will be attractive to their target markets. Companies make different brands for young kids, teenagers, adults, and people who are health conscience. Currently, there are 387 different brands of cereal sold in the United States and each family is estimated to purchase 17 different brands per year. (O’Connor, Amy) Companies continue to brainstorm for new product ideas to attract the various market segmentations.

Kellogg CompanyKellogg Company is a multinational Group of company that manufactures delicious and healthy food products. The Company operates with Battle Green, Michigan as headquarters. Kellogg’s produces cereal food products such as the toaster pastries, crackers, cereal bars, frozen waffles, fruit flavored snacks and plenty of vegetarian healthy snacks. They live up to their motto, ‘Nourishing families so they can flourish and thrive.” You can also grab wonderful jobs from their distribution centers located in Chicago, Aurora, Oak Brook and Western Stephenson County etc. in Illinois. You would need to visit the company’s website to find out more about the company.

The Kellogg Company - an American multinational food manufacturing company was founded on February 09, 1906 and is headquartered in Battle Creek, Michigan, United States. Kellogg 's specializes in breakfast cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. Among many Kellogg’s brands Froot Loops, Apple Jacks, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms are most popular. With a vision of "Nourishing families so they can flourish and thrive” Kellogg company has extended its operations in 180 countries worldwide. In

Special K is a successful brand, with a good level of innovation and communication. It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’. As the

Throughout Kentucky Fried Chicken’s (KFC) lifespan as a division of the company Yum Brands, they have developed and establish grounds that have helped make Yum Brands the company they are today. Within this lifespan, KFC has expanded not only throughout the United States, but globally to more than 125 countries and territories building and establishing more than 20,500 KFC outlets (About KFC). Although expansion is often times a great step for a company, sometimes they are successful and unsuccessful. One of the major countries KFC is successful in is China, and one of the countries they have not been so successful in is India. At the root of KFC success and failures are a few very basic marketing techniques, the four P’s (product, price, promotion, place), their target market, and KFC’s strengths, weaknesses, opportunities, and threats which are continually changing as KFC continues to expand and their market continue to grow.

The leadership at Kellogg’s missed it. They did not see that consumers were no longer sitting around the table to have breakfast. The also missed that the trend of the consumption of copious amounts of sugary breakfast cereal on a daily basis was heading off a cliff. So as a result their sales and even the viability of the company is now at risk.

This paper will discuss about a particular product producing cereals as breakfast food. The product for this document is Weet-Bix that is a cereal made from wheat, which is well-known for its brand popularity and nutrition. In this document firstly the background, introduction and company history will be talk over. Secondly, this paper will discuss about the products of Weet-Bix, and its ingredients. Thirdly, marketing mix will be discussed, which includes product, price promotions and place subtopics for the discussion. Furthermore to this, the Weet-Bix promotions, it advertisement and sales promotions will be argued. Fourthly, the market will be analysed and will be talk about the competitors of Weet-Bix and a simple SWOT analysis also be included. In the final glance of the topic some recommendations will be given and will finish up with conclusion.

This paper research the possibility of General Mills to be successful despite of high levels of competitions and consumers changed in eating habits to find healthier and fresher alternatives. With 150 years in the market and with a vast portfolio of more than 100 products that are marketed inside and outside the United States, General Mills have gotten behind in the development of new products that attract the need of the new consumer demand. New eating patterns represent a threat to the company along with the proliferation of private labels. A weakness in the strategic planning functions made General Mill’s competitors gained market share over GM. Chapter one mentioned that one the company biggest rival in the cereal line is Kellogg’s, which was already suffering from low sales. Yoplait in the yogurt line, used to be a leading brand in the country are now losing market share to give way to the newcomers.

Kellogg’s has set up set up intense achievable objectives for Special K that will alter the product and who it targets in the next few years. This new strategic plan will improve marketing by creating new customers and ensuring existing customers are even more satisfied than before, which is what marketing truly stands for (McKenna, 1991, p.10).

In the 1990’s, the core markets of Kellogg’s, such as the United States and the UK, had been stagnant for over a decade. There also seemed

Special K is one of the well-established brands among Kellogg’s brand category and was viewed as a stand-alone product. But, Kellogg’s had not created any variants or brand extensions to develop the core product. Kellogg’s recognised that it’s time to stretch the brand to not only keep original core product, Special K, strong but also grow the brand as a whole. They did a lot on marketing research, tasty research and quantitative research before they launched Special K cereal and Special K bars. Soon Kellogg’s came to

The Kellogg Company is the world’s leading producer of cereal and one of the leaders in the production of convenience foods. The company reported sales of nearly $11 billion for 2006; sales revenue has steadily risen over the last decade. Kellogg’s products are made in seventeen countries and are sold in more than 180 countries. According to the company website, “Kellogg Company has a rich history of corporate social responsibility, a history that has grown and evolved to meet the complexities of today’s business world and the challenges of a global society” (kelloggcompany.com,2006). Kellogg has made it clear that the company was founded with a strong commitment to social responsibility and is proud of the progress that

Now after many failed efforts, Kellogg’s decided to launch 2 of their highly successful brands – Chocos in September 1996)and Frosties in April 1997.

Old habits die hard, especially when it comes to Indian eating habits. When Kellogg India Ltd. (Kellogg’s), the wholly owned subsidiary of the US$ 7-billion Kellogg Company, entered the 3000- ton cereal market in 1994, little did it realize the importance of the adage. It had a clear game plan to position itself on the health platform, highlighting the nutritional values of the brand.

After completely investigating Kellogg's organizations, the careful investigation exhibits the adequacy of Kellogg's advertising procedures. Generally speaking, Kellogg has effectively used their promoting methods viably. There is then again, opportunity to get better by adjusting marketing mix with a specific end goal to attain distinctive and better results. The business may be seen as one of the potential business in today's reality because of its extraordinary items and their marketing