Special K. Product Life Cycle

1657 Words May 12th, 2012 7 Pages
Special K added special k bars to the product range in 1999, to target the lucrative female market. The company has gradually introduced a range of flavors and varieties such as Special K bars apple & Pear, chocolate, and Red berry. The parent company for special K is Kellogg’s and it’s a worldwide company for producing cereals. In 2010 sales reached nearly $12 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, cereal bars, and fruit-flavored snacks, with leading brand such as Pop-Tarts® and Nutri-Grain®. My assessment of Kellogg’s Special K is that they are doing well at managing the product line, particularly in the area of advertisement, which has lead to …show more content…
However, refereeing back to the PLC and the fact that the brand on the stage of maturity when many products slip into decline or become a dog it is recommended to manage the product and introduce new varieties of products. The result of this the company can increase the market share and growth, will move to become a star and the leader of the market.

SWOT analysis:

Kellogg’s is the parent company of Special K, which means it can lean on Kellogg’s brand strength and quality. This can help in terms of marketing as people positively associate the bars with their favorite cereals brand. The resources are already available in terms of innovation and research & development, the raw materials such as wheat and sugar will be cheaper because of the purchasing power due to buying in bulk along side the parent company.
Special K knows their target market well and are great at knowing how to attract them for example by introducing the Special K Plan to help them lose weight with advice and recipes (My special K, 2011). Also by sponsoring popular women’s TV show like Desperate housewives (Sarginson, 2010). They’re innovative and great at mixing taste flavors for example Chocolate with apricot. However, the cost per unit of the bars can seem expansive to some customers compared to other brand such as
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