Kellogg Marketing Strategy

BALANCING THE MARKETING MIX THROUGH CREATIVE AND INNOVATIVE STRATEGIES OF KELLOGG

INTRODUCTION

Kellogg is a well-known cereal brand nowadays, which have the top-leading product called “Corn Flakes”. It takes a century from 1898 until now for W. K. Kellogg and his brother, Dr. John Harvey Kellogg, to arrange this company. The “Corn Flakes” was introduced to society in addition of opening the Battle Creek Toasted Corn Flake Company, the first factory of Kellogg’s. The company has their own vision not only to gain profit but also to help people (customer) improve their health. Due to their vision, it influenced public perception of their company, and it brings them up to be the market leader throughout the United Kingdom.

THE MARKETING

As the matter of fact, the definition actually shows that the function of marketing is the art of selling products, and in other words it is about the way companies or producers convincing their customer in a large civilization. There are five basic markets, and each of them is influenced with one another either directly or indirectly, they are: Manufacturer Markets, Consumer Markets, Government Markets, Intermediary Markets, and Resource Markets. As the Kellogg’s Company is the Manufacturer Markets, so the most market they concern about is the Consumer Markets, and between those two main markets lie a connector called the Intermediary Markets, thus, precisely the process of marketing takes place twice. First, it happens in the Manufacturer Markets when the company endeavors to not only accomplish the demand of their customer, both in the quality and the quantity of their products, but also establish the price of the product. Furthermore, as what Neil H. Borden state on his writing “The Concepts of the Marketing Mix” (2001), Manufacturers Market have twelve elements of Marketing Mix, such as:

1. Product Planning

a. Product lines to be offered, including qualities, design, etc.

b. Markets to sell (4Ws), including Whom, Where,

And the point Kellogg’s Company has done during this century is combining the mix to gain their vision of gaining profit and giving a better nutrition to the society. For the manufacturer segment, Kellogg’s Company determine their product is focused on food, especially cereal, so as the target market is widely ranged to broad layers of society. In the fact of one of the vision is to give a better nutrition, it indicates that the Kellogg’s Company maintain the product’s quality flawlessly. As well as the manufacturer segment, the distribution (Intermediary Markets) conjointly makes a vital role to introduce and convince the consumer about the product in certain strategies of using advertisement and promotion. Through using the 4Ps and more specifically elaborated by the twelve elements of Marketing Mix, Kellogg’s Company established substantial foundation to their business and remain to evolve it in expectation coming into existence as what they are