Kelloggs Case Study Marketing

A: Marketing has many definitions, hence it's better to start with its meaning in the dictionary. Marketing is the act of buying and selling in a market. It's also the activities that involved in transferring good or service from its producer to the customer, this activities includes selling and advertising and many others.

According to the American Marketing Association board for directors marketing is the activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. Despite all the definitions perhaps the simplest definition of marketing is managing profitable customer relationship.

B:

There are five concepts

Its products vary from ready to eat cereal to cookies, frozen waffles and veggie foods. The demand on its products started in1906 as a result of the continued advertising. There are key factors for Kellogg’s success on gaining and retaining customers, the main factor was its passion to help people improve their health depending on its products which considered healthy compared to other daily breakfasts. The company is considered as a market leader in health and nutrition. Also offering many products to cope the market and taste change helped Kellogg to gain customers, not only that but also offering this products with affordable price and that lead up to maintain customers. One of the important things which made Kellogg regain customer trust and loyalty much stronger is that it was of the firsts companies which print Guideline Daily Amounts on its products to apprise the customers about the food they chose to buy. Hence, introducing a high level of brand and health awareness allows them easier to gain and maintain customer

The competitive advantage refers to the ability gained through attributes and resources to perform at a higher level than others in the same industry or market (Christensen and Fahey 1984, Kay 1994, Porter 1980 cited by Chacarbaghi and Lynch 1999, p. 45).

Kellogg differentiates and positions its products by being market leader in health and nutrition. Also by being amongst the first companies to print Guideline Daily Amounts to inform its customer about the product they bought. It also differentiates itself by being the one of the first companies printing nutrition labels on its packaging.

D:

In the Egyptian market Temmy's can be considered as the strongest competitor to Kellogg's.

Based on a market research, it has been discovered that people who buy Temmy's products buy if mostly because it's less price. Another reason is that it's generally accessible, whilst people who buy Kellogg's products prefer it due to its quality and reputation. hence, Kellogg's in its marketing strategy mostly depends on its products quality and its international strong brand name which it built in the world market by being market leader in health and nutrition, while Temmy's in its marketing strategy relies on its reasonable price according to Egyptian market and its expansion on the market by being constantly