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,
The company’s brand advocacy and its activity on social media, shown through their massive social following, allows them to reach a huge audience where they can directly communicate with them. Whether it be their separate Twitter handles, which each represents a specific app or function, to their ability to “respond to 64% of comments within the hour, and 99% of comments within 24 hours”(Hitz, 2014). This creates a system of trust and strong branding. Targets creating a relationship with their consumers which in turn creates consumers who want to speak out on behalf of the brand.
Food corporations look to those who have recognizable credentials. By explaining that she lacked sufficient background knowledge and is a well-informed as a common person, Miller proves that she has nothing of value that they can learn. In her article, she mentions that she “cautiously raise a subject that has concerned me of late: less than five miles away, some children don’t have enough to eat” (2). Her experience with families lacking healthy food has only recently become an issue of worry for her, and thereby is not qualified to present new solutions to the problem. Through failing to build up a credible relationship with her target audience, Miller’s argument becomes a waste and is an inefficiency.
Did you know that 1 in 5 U.S. kids don’t get the food they need every day? This negatively impacts kids’ health and development, but this can also negatively impact them academically as well as emotionally and socially. No Kid Hungry is an organization that is making a difference regarding this problem. No Kid Hungry was founded by Billy Shore and his sister Debbie Shore in 1984. Since then, No Kid Hungry has raised and invested more than $528 million in the fight against hunger, and has won the support of national leaders in business, government, health and education, sports, and entertainment.
In a country that wastes billions of pounds of food each year, it's almost shocking that anyone in America goes hungry. Yet every day, there are millions of children and adults who do not get the meals they need to thrive. We work to get nourishing food – from farmers, manufacturers, and retailers – to people in need. At the same time, we also seek to help the people we serve build a path to a brighter, food-secure future.
ECONOMICS PROJECT Name: Saatwic Malhotra Course: BBA.LLB (H) Section: A Enrollment Number: 7058 ACKNOWLEDGEMENT I express my sincere thanks to Mrs. Tanu Sachdeva, my economics teacher who guided me throughout the project and also gave me valuable suggestions and guidance for completing the project. She helped me to understand the issues involved in the project making besides effectively presenting it. My project has been a success because of her. PEPSICO • PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Purchase, New York. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products.
ALDI supermarkets, a well-known retailer in business, focused on retaining and gaining customer’s loyalty on those who were already familiar with the ALDI brand. ALDI’s main objective is getting its message across which is offering the best quality products at the lowest price possible. One of ALDI’s marketing strategies is the ‘Like brands’ by which ALDI created high quality products similar to those products of a well-known brand and competitors, but with a lower price. ALDI created blind tastes of these ‘like brands’ where people can taste ALDI’s brands and the national brand to see if they can make a
Kellogg’s provides the breakfast clubs in schools with information as well as cereal products. In stores on certain packs of Kellogg’s cereals and snacks you will see the “Help give a child a breakfast” (Kellogg's, 2014) logo (as shown below) and for every product purchased with this logo, Kellogg’s will donate a bowl of cereal to a breakfast club, “for someone who otherwise may have gone without” (Kellogg's, 2014). Breakfast clubs are really effective for Kellogg’s as parents will trust in them, they will have the view that if the school is backing them then it must be okay. This will encourage parents to then buy Kellogg’s products at home for their
D) Marketing Plan (4Ps) Marketing Mix (4Ps) • Product – Divide product into three categories for different market o High-end function, design, and price – to target high-end group. The function will feature the highest potential such as child protection lock, built-in coffee and toaster maker, rotisserie, new technology
6.0 Marketing Strategies There are different marketing strategies which can be applied for each component depending on organizational objectives or goals. Skillshare need to accomplish the precise equilibrium of the marketing mix to achieve its goals. Figure 1: The 4 Ps of Marketing Mix Marketing mix is an arrangement of four choices which should be taken before propelling any new product or service on the market. These variables are otherwise called the 4 P's of marketing. These four variables help the firm in settling on vital choices essential for the smooth running of any product / organization.
Panera Bread: Ethical Competitive Analysis Panera Bread is presently a recognized as a leader in the fast-casual type of the restaurant industry. However, despite its status, Panera Bread should understand the potential new entrants in the industry by conducting a competitive analysis of the fast-casual sector. The company can conduct an ethical and appropriate analysis by studying major and successful players in the restaurant sector currently dealing in unrelated food products. These companies are probable entrants in the market since they may attempt to introduce new product channels to boost their profits.
In order for a business to find out their customers interests and thoughts about their business, they carry out the appropriate marketing research to ensure that the business has 100% customer satisfaction. In relation to Kellogg’s, they have carried out a number of market research, which has ultimately led them to becoming the leading cereal brand. The company has developed a range of products for the segments within this market, targeted at all age groups over three years old. This includes 39 brands of cereals as well as different types of cereal bars. Consumers of cereal products perceive Kellogg 's to be a high quality manufacturer.
Kraft Heinz Company the 5th largest food and beverage company with revenues over $26.5 billion and 26 popular brands under its umbrella has recently seen sales disintegrate from competitors that are associated with natural and organic brands (Kraft Heinz Company, 2017). This analysis studies Kraft Heinz Company’s strategy, competitive position in the market, problems being faced, and the company’s financials. KHC, an established company in the packaged-food industry, has dominated the market share with a 3.7% dividend yield, but can soon face destruction to their profitability and impose losses among competitors (KHC: Dividend Date & History for the Kraft Heinz Company, 2018). In order for KHC to remain an industry leader, they must first have a deep understanding of the pertinent factors surrounding the company’s situation (Thompson,
6.1 Marketing Mix Marketing mix is a set of controllable marketing tactics used by business to promote their product and achieve its marketing objectives. (L. Lake, 15 June 2017) Marketing mix is also called the 4Ps which consist of Promotion, Place, Product and Price. (M. J. Baker, 2001, p.54) 6.1.1 Product
In fact, some families had used Nestle products for a long period. In addition, Nestle has a vigorous relationship with retailers and occupied large amount of market share in some national economies especially in Europe and United States. This is to ensure the brands will continuously stable in the market competitive. Therefore, a strong research and development (R&D) of this company needed to commercial a new products and improve the existing products. WEAKNESSES
Department of Management Studies Marketing Assignment-1 on Nescafe Submitted by Arpit Gupta MS14A017 Table of contents Contents Table of contents 2 Introduction 3 BRAND 3 About product in WORLD 3 NESCAFE IN INDIA 3 The 4 P’s applied to Nescafe 4 Product 4 Promotion 4 Price 5 Place 5 SURVEY ANALYSIS 5 SEGMENTATION , TARGETING AND POSITION OF NESCAFE 6 Segmentation 6 Targeting 7 Positioning 7 COMPETITORS 8 PRODUCT LIFE CYCLE 8 SWOT ANALYSIS OF NESCAFE 10 BIBLOGRAPHY 10 INTRODUCTION BRAND Nestle is a Swiss based multinational food and beverage company Nestle was founded in the year 1867 by Henri Nestle (German Pharmacist) in Switzerland.