Premium Essay

Kellogs Marketing

In: Business and Management

Submitted By asobani
Words 1162
Pages 5
Discussion Question 1-

Kellogg’s Overview:
The marketing of Kellogg's and the creation of some of the most valuable individual brand names has been key to the company's success.
Kellogg's advertises using a whole range of media: in the press, on posters, radio and cinema, direct mail and, most recently, on the Internet. However, the main channel for its advertising is on television, where individual brands are given their own air time, aimed specifically at a target audience.
Current Issues for Kellogg’s
WASHINGTON—Parents and advocacy groups today announced their intent to file suit against Viacom and Kellogg to stop them from marketing junk food to young children. The plaintiffs contend that these two companies are directly harming kids’ health since the overwhelming majority of food products they market to children are high in sugar, saturated and trans fat, or salt, or almost devoid of nutrients. They will ask a Massachusetts court to enjoin the companies from marketing junk foods to audiences where 15 percent or more of the audience is under age eight, and to cease marketing junk foods through web sites, toy giveaways, contests, and other techniques aimed at that age group.
How has the advertising target audience changed over time :
It is crucial for us to understand what the overall market trend is like. Important considerations to understand what the content of the advertisement would cover and who it should appeal to depends on the overall product itself. Today’s marketing and advertising influences children’s daily lives. The advertisement target audience for these products are younger children who are the primary consumers of the product. The overall buying power of children and adolescents has made youth a market eminently worthy of pursuit by business. Youths now have influence over billions of dollars in spending each year. A recent report…...

Similar Documents

Free Essay

Kellogs

... CORPORATE STRATEGY OF KELLOGS Outline • • • • • • • • • • Introduction History Industry Analysis Product Portfolio Marketing Mix Strategies adopted in Indian market Failure of Kellogg’s and its results Porter’s Five Force Model SWOT Analysis PESTEL Kellogg’s •Kellogg Company is a multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. •Kellogg started with only 44 employees in 1906. •Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality. •Kellogg's products are manufactured in 18 countries and marketed in more than 180 countries. Vision and mission Vision: To enrich and delight through foods and brand that matter. Mission: To drive sustainable growth through the power of our people and brands by better servicing the needs of our customers, consumers and communities. Operating Principles •Remain consumer centric •Executional excellence •Prioritize to win •Continuous efficiency improvement Values • Kellogg Company’s values, K Values™, shape their culture and guide the way they run their business. • In 2005, the company instituted the W.K. Kellogg Values Award, which is given annually to one individual and one team of employees who best exhibit the K Values in their work. History of Kellogg’s 1906 - John Harvey Kellogg and Will Keith Kellogg also known as W.K Kellogg founded the Battle Creek Toasted Corn Flake Company in Battle Creek, Michigan. 1914–The production of the Kellogg’s Corn......

Words: 599 - Pages: 3

Premium Essay

Kellog

...whether to 1) launch alone, 2) co-market with a partner, or 3) sell, license or swap the drug to a third party. Information to be given if asked: Market Conditions · The concerns over market potential center on whether the drug can gain adequate competitive advantage in a market segment having two dominant, patent-protected competitors and nearly 100 generic competitors. Additionally, a competitor recently introduced a higher technology antidepressant, which appears to offer therapeutic advantages. Firm Conditions · Gaining the professional endorsement of psychiatrists is crucial to success in this therapeutic category since they write approximately half of the prescriptions for antidepressants. However, the division has no experience marketing drugs to this physician group. Consequently, it would have to hire a sales force and/or enter into a comarketing agreement to gain access to psychiatrists through someone else’s force. The client would be able to leverage its existing sales force to reach the other half of the prescribers (Internal Medicine specialist and Family and General Practitioners). Interview Dialogue: Commentator: Note here what is being asked, “How would you help them decide.” What is not being asked is “Which is the correct option to choose?” The Interviewer is looking more for how this problem is approached then for the “correct” answer. Also note that it is totally appropriate to take some time to organize your thoughts before launching into the case......

Words: 23126 - Pages: 93

Premium Essay

Kellogs in India

...------------------------------------------------- Kelloggs in India SWOT ANALYSIS Strenghs Strong Brand recognition * Product of Kellogg’s are manufactured in 18 countries and marketed in more than 80 countries. * High brand recall and top of the mind breakfast cereal brand globally * All the children in the world know their Mascots such as the Tiger Kellog’s flexibility and adaptility towards consumer needs * Great marketing initiative through various campaigns * They are able to make special products for different countries Control 42% of global market share for cereal * Has a global workforce of over 30,000 people * Considered as the best brand in their area Weaknesses The product was too expensive initially for the Indian Market * The revenues of the Indians are not the same compared to the americans or the europeans for example Product not adapted to the Indian taste * The Indian people have their own taste concerning their food habit and it is completely different comparent to the “usual” customers of Kellogs Opportunities Introduction of new trend with nutritional value in breakfast * Change in lifestyle of consumers , lack of time increase consumption of readymade food * Give examples of the Benefits of Kellogg’s Cereals Diversification of their product line * Create new product line adapted to the indian taste Develop a better pricing strategy * Adapt their prices to......

Words: 312 - Pages: 2

Free Essay

Marketing Mix

...Marketing Mix of Kraft Foods When a company, like Kraft food, look at an alteration in its promotion it can believe about four ground rules, which are documented as the marketing mix or 4Ps, explained below: Products: Kraft foods are one of the most versatile companies based in America. Over the many years, Kraft food is serving as one of the most famous, delicious and prominent brand. The major products of the company are in chocolate, coffee, candies, etc. brands. The company’s products are recognized as delicious. That’s the reason company states that being delicious is their main rival factor that differentiates it with other food brands. The corporation produce and marketplaces wrap up are sold food products such as Coffee, cheese products, desserts, ready to cook foods, confectionery, juices, ready-to-cereals, desserts, convenient etc. , under the main brands such as Kraft, Jacob’s, Philadelphia, Maxwell house, Nabisco, Oscar Mayer, Post, Oreo and LU. Pricing: The pricing strategy of Kraft food is quite competitive to as compare of other food brands. The quality of food products is superior but cost effective to management. The company states that they never compromise on the quality of their branded food stuff, however they always try to introduce such ingredients while manufacturing their products that are taken from natural sources and cost effective so that both consumer & company enjoys competitive price products. Placement: Kraft......

Words: 816 - Pages: 4

Free Essay

Kellogs Case

...To : Carlos Gutierrez From : Date : 16/10/2013 Subject : Kellog’s case Analysis The purpose of this memo is to recommend about Special K product innovation. Since Kellogs became number-one cereal maker in the world, Special K’s product is one of the most successfull product of Kellogs. Indeed, the company decided to focus on the snack product while not ignoring the cereal products. Special K products are now famous in a lot of country especially in America. The women were the main target. For the Special K product, heavy advertising and promotion has been established, and there is also new flavours that appeared with for example « Red berries » and « Vanilla Almond» to answer to the different needs. Then new kind of products were launched  with several new snack products  like : Snack Bites, Protein Bars etc.. to create a new way of consumption. We spent to a morning consumption (cereals) for daily consumption (with all the new products). And they also adapted their product with the new way of life with the « calorie-counting crowd ». Indeed, the advantages are the evolution of the product that interest the consumer. The product corresponds with the expectations and the behaviors of the society and especially the women. However, it is difficult to identify all kinds of products for the consumer, the range is maybe too large with more than 40 products.......

Words: 299 - Pages: 2

Premium Essay

Kellogs

...other small local companies of India which can lead to saving its costs and adding constancy to its productions. As India is one of the booming economies of the world with a vast potential of growth, so Kellogg’s moving to Indian market is fully justified. Its entrance in the Indian market was not quite easy as it had to suffer huge loss due to unacceptance of its products by the Indian masses. Kellogg’s used a lot of innovative strategies to remain in the Indian market. There are a lot of challenges which Kellogs has to face in India like fluctuating oil prices, repositioning its brand correctly, conducting good market analysis and monitoring the Indian culture, taste and price sensitive market. Need an essay? You can buy essay help from us today! PEST Analysis A further result of the market research conducted was segmentation to focus on urban women concerned about weight. This leads to benefits such as the possibility to focus specifically on the product and marketing needs of a select group of consumers; however, it can be simultaneously detrimental by narrowing the consumer base even further particularly whilst a company is still in the process of establishing itself within the market. Whilst Kellogg’s has demonstrated a great deal of stamina and perseverance in attempting to both enter and grow within a particularly challenging market, one of the key failings of the strategies employed is the failure to appreciate the significance of conducting adequate market......

Words: 1423 - Pages: 6

Premium Essay

Kellogs Report

...:5006681990621 Group Report By- PARAS GUPTA JAIVARDHAN DHAWAN ARJUN NARANG RAHUL DHIR AMAN SHARMA NISHANT EUGENE CHIRAG BHATIA SUMMARY Motivation is a psychological process that activates and directs voluntary actions that are goal directed. Motivation is the inner force that guides behaviour and is concerned with the causation of specific actions. People spend a considerable part of their lives at work, and expect to be rewarded. This makes them satisfied and happy. Motivation encourages the employees to contribute more to the development of an organization despite of being variety of functions and work performed like engineering operatives in the manufacturing section, finance, marketing, sales, information technology or human resources. Kellogg has encouraged everyone to live in a positive way. The Kellogg Company which is the world’s leading producer of breakfast cereals that produces their product in 18 countries and sell them in more than 180 countries have applied the various motivational theories in their organization has gained success in satisfying their employees. Based on Taylor theory monetary reward can be great motivational factor that tends to work with narrow job confined, as it might reduce the quality and increase the productivity which would not make the customer satisfied. Kellogg dint find this motivational theory effective. Another theory which Kellogg adopted is Maslow theory which is......

Words: 1577 - Pages: 7

Premium Essay

A Financial Ratio Quarterly Trend Analysis of Kellog Co.

...model. Research for Kellogg Co. (K) Ratio Analysis Input Worksheet December 11th, 2013 usd $ (000) Sep 30, 2012 Line Item Inventory Total assets Owners' equity Number of common shares Q3 $1,279,000 $14,854,000 $2,436,000 358,000 usd $ (000) Dec 29, 2012 usd $ (000) Mar 30, 2013 usd $ (000) Jun 29, 2013 usd $ (000) Sep 28, 2013 usd $ (000) Line Item Current assets Fixed assets Total assets Average total assets Cash and cash equivalents Inventory Average inventory Current liabilities Total liabilities Owners' equity Number of common shares Average number of common shares Average owners' equity Market price per share Cash flow Cash flow per share Dividends paid Total sales Operating expenses Operating income Advertising expense Marketing expense Earnings before interest and taxes Interest expense Net income Total loan Value of collateral or property Q4 3,380,000 11,804,000 15,184,000 15,019,000 281,000 1,365,000 1,322,000 4,523,000 12,765,000 2,419,000 361,270 359,635 2,427,500 55.33 -24,000 -0.07 -158,000 3,563,000 3,560,000 3,000 0 0 -3,000 66,000 -32,000 0 0 Q1 3,462,000 11,762,000 15,224,000 15,039,000 252,000 1,284,000 1,281,500 3,568,000 12,443,000 2,781,000 366,000 362,000 2,608,500 64.43 -29,000 -0.08 -160,000 3,861,000 3,358,000 503,000 0 0 496,000 60,000 311,000 0 0 Q2 3,407,000 11,669,000 15,076,000 14,965,000 262,000 1,274,000 1,276,500 3,969,000 12,518,000 2,558,000 362,000 360,000 2,497,000 64.23 10,000 0.03 -160,000 3,714,000 3,144,000 570,000......

Words: 4831 - Pages: 20

Premium Essay

Kellogs

...focuses on breakfast clubs for children so conflict will occur when charities supporting other causes cannot be a focus for Kellogg’s at this time. Internal stakeholders Internal stakeholders are those within an organisation who have a key interest in the organisation’s decisions. Kellogg’s key internal stakeholders include employees at all levels, all over the world, and shareholders. Both groups are integral to the success of the organisation. Employees carry out the day-to-day activities which enable the company to operate globally. Shareholders invest the capital that makes this possible. • Marketplace ambition - meeting the needs of customers. Selling them safe, high quality products whilst engaging in ethical and responsible marketing. • Environment ambition - using scarce resources carefully whilst also reducing environmental impacts and supporting sustainable agriculture. • Community ambition - contributing to the communities in which the company operates, concentrating on nutrition and physical fitness. • Workplace ambition - supporting a talented and diverse workforce which values diversity and inclusion, abiding by best practice labour standards. Kellogg’s focuses its CSR activity on initiatives that benefit stakeholders across these pillars. For example, Kellogg’s Breakfasts for Better Days campaign communicates important information about the benefits of starting the day with a healthy breakfast. It engages stakeholders across three of these pillars –......

Words: 2258 - Pages: 10

Premium Essay

Marketing

...organizations. Some of them are; (www.7-eleven.com) - No. 1 on CNN TRAVEL International staffers list of favourite chains in the world for travellers. - No. 12 among Top 75 Retailers & Wholesalers by Supermarket News for 2012. Speed: 7-Eleven aims to minimise the time between a customer asking for goods and services and the customer receiving them in full (Slack, et al. 2012). 7-Eleven is single out as ranked 3 on Fast Company's "World's Top 10 Most Innovative Companies in Retail" for 2013. Cost: 7-Eleven requires all suppliers to deliver to the CDC where products are sorted by temperature. This reduces transportation cost because of aggregation of deliveries across multiple suppliers. It also lowers the receiving cost. (by Sunil Chopra, Kellog School of Management). V. 7-Eleven’s Importance & Performance Matrix Ratings of relative “importance” and “current performance” and the importance-performance matrix of 7-Eleven is illustrated below. Performance Objectives Competitive importance Performance (1 = high, 9 = low) (1 = high, 9 = low) Dependability 1 1 Flexibility 4 4 Quality 2 3 Speed 2 2 Cost 4 5 Figure: 2. Ratings of relative “importance” and “current performance” of 7-Eleven Figure: 3. The importance-performance matrix of 7-Eleven The gap between how an operation or process is currently performing and how it wishes to perform is the key driver of any improvement initiative (Slack, et al. 2012). In this analysis, cost and......

Words: 1258 - Pages: 6

Free Essay

Kellogs

...Kellogg’s Main points: 1) 100% recycled packaging 2) No racial discrimination 3) Foregoing profits rather than putting its customers at risk 4) Phasing out some food ads to children 5) Searching for salt substitutes Kellogg’s is one of world’s most ethical companies for many reasons. To start with, the Founder W.K. Kellogg wanted to do good things for people, starting with nutrition and the environment, and began promoting environmentally-friendly processes by producing the first boxes of cereal in recycled packaging in 1906. Today, Kellogg’s uses 100% recycled packaging. In addition, Kellogg’s created a Social Responsibility Committee in 1979 that now deals with environmental concerns, health & safety, addiction and abuse, and other issues that impact employees and communities. Kellogg’s recently received an award from the National Association for the Advancement of Colored People for diversity in compliance and ethics. Kellogg’s is also the 2007 national sponsor for Race for the Cure, and has a comprehensive program for United Way’s Days of Caring, in which the entire company donates time. In 2009, the cereal giant Kellogg asked stores to stop selling its popular Keebler and Austin brand peanut butter crackers, as health officials reported two more deaths in the nationwide salmonella outbreak that is linked to peanut butter. What is important to note is that Kellogg had discovered no trace of salmonella in its peanut butter crackers but took......

Words: 435 - Pages: 2

Premium Essay

Kellogs Case Study

...products on the Indian market (10 marks) Incresased market penetration Kellogs increased their market penetration by having numerous distribution channels in the indian market. This would lead to inceased sales volume. Plans were also in place to open an additional processing plant in india as a way of increasing produce/supply. Positioning of products and cost reduction Mazza was not prositioned in the premium segment. The packaging was also different- pouches instead of cardboard- thus reducing costs and by extension prices. Creation of brand awareness through the launch of Chocos biscuits- Kellog’s mass market production of choco biscuits to created a wider awareness for their brand. This help in brand recognition both locally and internationally. Introduction of retail pack Kellogs introduced retail packs that would cater for the different consumer needs in the market. This further helped in gaining a bigger market share. Launch of Mazza series- Indianising the flavours After the success of both the Choco and Frosties brands , Mazza was introduced with indian flavour. This was a great strategy since it recognized the locals’ favoured flavours. It came in various categories such as Mango Elaichi, Coconut Kesar and Rose flavors. These were deveoped after a series of indian martket research. Nutrition Education: In partnership with the Indian Dietetic Association, Kellogs developed a series of nutrition workshop activities to create......

Words: 983 - Pages: 4

Free Essay

Marketing Management

...Name: Nikita Patel Course: Marketing Management DSI # 01433731 Email:niks_pat87@yahoo.com Assignment: Week # 4 Executive Summary Professor: Dena Hale Executive Summary: Kellogg's Mission Statement: Kellogg's is a global company which is committed towards long-term growth both in volume and profit. It enhances its worldwide leadership position by providing superior value nutritious food to their customers. Its organizational strategies can be classified as below. * Leadership in innovative products * Strengthening the company's seven largest cereal market. * Develops a focused organization * Strategy of continuing to reduce the costs. Introduction: Breakfast is considered as the most important meal of the day. And the best choice among all is cereal breakfast which provides essential nutrients. Many people claim that skipping breakfast is the fastest way to lose weight. As they do not realize the importance of breakfast which is most important meal of the day.( Patanathabutr, Chaiyakal) Kellogg Company is a multinational producer for breakfast foods,snack,cookies and crackers. It is famous for the production of ready to eat breakfast cereals. The company operates in the Americas Asia Pacific, Europe, Middle East, and Africa. Its headquarters is at Battle Creek Michigan and employs around 30,277 people as of December 28,2013 Rice Krispies Cereal was introduced to Kellogg's company by Eugene McKay in 1927 and was released to the public in 1928.......

Words: 1403 - Pages: 6

Premium Essay

Kellogs

...products and being supported by the technical, managerial and financial resources of its parent, Kellogg's products failed in the Indian market. Even a high-profile launch backed by hectic media activity failed to make an impact in the marketplace. Meanwhile, negative media coverage regarding the products increased, as more and more consumers were reportedly rejecting the taste. There were complaints that the products were not available in many cities. According to analysts, out of every 100 packets sold, only two were being bought by regular customers; with the rest 98 being first-time buyers. Converting these experimenters into regular buyers had become a major problem for the company. By September, 1995, sales had virtually stagnated. Marketing experts pointed out various mistakes that Kellogg had committed and it was being increasingly felt that the company would find it extremely difficult to sustain itself in the Indian market. The Mistakes Kellogg realized that it was going to be tough to get the Indian consumers to accept its products. Kellogg banked heavily on the quality of its crispy flakes. But pouring hot milk on the flakes made them soggy. Indians always boiled their milk unlike in the West and consumed it warm or lukewarm. They also liked to add sugar to their milk. or lukewarm. They also liked to add sugar to their milk. When Kellogg flakes were put in hot milk, they became soggy and did not taste good. If one tried having it with cold milk, it was not......

Words: 2645 - Pages: 11

Premium Essay

Marketing Plan for Kellogs

...billion for fiscal 2015 stated in report for 2011, which is more than the target of 23 $ billion announced in 2010. (www.nikeinc.com, 2011 ) Nike faces strong competition from the German sportswear maker Adidas and Puma globally. (Datamonitor Plc., 2011 ) Identifying market opportunities and key marketing strategies helps the company to achieve its marketing objectives – profit. Analyses on the Bulgarian market reveals a demand for sportswear and footwear among professional sports players and all the amateurs involved in range of sports and fitness activities and people who wear sports clothing and snickers for leisure , can be identified as a growth opportunity. Bulgaria offers perfect locations for extreme sports like skiing and snowboarding , which are very popular among young people in the country and their demand for special and high-quality equipment can identify NIKE 6.0 Brand category for active sports as a entry opportunity as such equipment is hard to find on the Bulgarian market. A suitable marketing mix and appropriate strategies for the different segments (target groups ) on the Bulgarian market will increase the sales and lead to achieved marketing objectives. Bulgarian market opportunities and trends Growth opportunity - Expected demand for sports clothing and footwear among younger generations and athletes in Bulgaria. It is the NIKE Sportswear NIKE Brand Category , which has a larger effect on the sales figures and growth rate......

Words: 1387 - Pages: 6