preview

Product Analysis: Kellogg's Cornflakes

Satisfactory Essays
Open Document

Table of contents.

1. Introduction. 1

2. Product analysis. 1

2.1 Product life-cycle. 1

2.2 Core product. 1

2.3 Actual product. 1

2.4 Augmented product. 2

2.5 Competing products. 2

3. Target marketing Strategy. 2

3.1 Market segment. 2

3.2 Market targeting. 2

3.3 Positioning. 3

4. Consumer buyer behaviour. 3

5. Conclusion. 3

List of references. 5

Appendices. 6

Appendix 1. Current life-cycle stage 6

Appendix 2. Differentiated marketing strategy 7

Appendix 3. Brand position strategy. 8

Appendix4. Communicating Kellogg's chosen position via the internet. 9

Appendix 5. Consumer buyer roles 10

List of tables. 11

Table 1. Levels of product. 11

Table 2. Direct competitors. 12

Table 3. Indirect competitors. 12

Table 4. …show more content…

2001). Kellogg's cornflakes are targeted towards the family segment of the market. When Kellogg's cornflakes first entered the Australia marketplace in 1928 it was promoted as an original and unique product. Hence the entire market had potential for growth without the threat of any direct competitors. Some 75 years later Kellogg's cornflakes are in the decline faze of its product life-cycle in a market teeming with direct and indirect competitors. Kellogg's have subsequently introduced a range of other products into the breakfast foods industry to be marketed alongside cornflakes as part of their differentiated marketing strategy. See appendix 2.

3.3 Positioning.

Kellogg's cornflakes are positioned to highlight the quality of their product and their commitment to customers; what's more they have created an identity that clearly distinguishes their product apart from their competitors. See appendix 3. They communicate this position very effectively using mediums such as the press, posters, radio, cinema, direct mail, the internet and T.V. (www.thetimes100.co.uk). The result is a successful brand name that encourages loyalty amongst consumers.

See appendix 4.

4. Consumer buyer behaviour.

Identifying who occupies the various roles in the buying process helps companies in obtaining the ideal marketing mix (Kotler et al. 2001). This issue has been identified by Kellogg's who are aware of the problem that the purchasers of

Get Access
Related
Get Access