Critical Analysis Of Kellogg

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CRITICAL REVIEW

Kellogg is one of the famous companies in ‘breakfast foods’ industry. It has been developed for more than 100 years since it is founded by W.K. Kellogg in 1898. Among one decade, Kellogg still exist and it even has more customers from time to time. How can Kellogg still exist in the industry and adjusting over the period of time? Kellogg is applying the marketing mix and marketing strategies as creative and innovative as possible.
According to Kotler and Armstrong (2013, p. 80), “marketing mix is the set of tactical marketing tools (product, place, price, and promotion) that the firm or company blends to produce the response it wants in the target market”. In other words, marketing mix is compiling and maximizing the marketing
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Moreover, by identifying specific customer needs, a business can adjust the features, appearance, price and distribution method for a target market (BBC.co.uk, no date). So, marketing mix will help the business to obtain the customer’s satisfaction and achieve the business’ intended objectives or goals.
Through all the strategies, there are both strengths and weaknesses. Kellogg manages the marketing mix equally among the 4 elements. In Product aspect, Kellogg provides wide range of products and keeps introducing new products to customers. The various of products help consumers to choose the suitable products based on their preferences and the new products prevent customers’ satiation of consuming the same product over and over. Besides, Kellogg always wants to ship fresh product to the customers to keep the quality of the products (Brown et al., 2001).
In Price aspect, Kellogg ensures that consumers buy the product in “worth it” price, it means the quality of the product is equal to the amount they need to pay so the customers feel satisfy from the product they have bought. According to Black Book-US (2009), Kellogg able to take price and gained share growth on 2005 and
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It uses the popularity of social media to promote its product and communicate directly to customers. The advantage of the social media is the fast responses from the customers so Kellogg can determine the impact of its promotion to customers itself. According to Forbes.com (Rooney, 2012), Kellogg thinks that social media affects the promotion and the relationship with the customers because by using social media under Kellogg’s platform, Kellogg able to do something they never do before and the instant ability for customers to interact with message by giving feedback could never existed if there’s no technology. Kellogg also provides advertising by various campaigns both online campaigns and in-store campaigns. The promotional campaigns can improve the brand awareness towards the products. In 2011, Kellogg held a campaign called “Share Your Breakfast” and input a charity programme to the campaign (Vega,

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