...Kellogg’s has been very successful making new products and marketing them. Stephanie Thompson, a writer for Advertising Age explains Special K's success in Kellogg has megabrand ambitions for Special K, and she states, "In the five years since Kellogg Co. and its agency, Leo Burnett Worldwide, devised the Special K Challenge diet plan, it's blossomed into the company’s No. 1 brand, with an estimated $500 million in global sales.” Kellogg’s value opinions about their products very highly as the feedback from customers are the most important. As a socially responsible company they aim to nourish their consumers, employees, customers, communities and the environment so that they can continue as a company. Kellogg’s have created strategies, governance structures, corporate policies, commitment statements and codes of conduct that help to embed corporate responsibility into their everyday operations. To encourage people to speak their opinions Special K set up a shop in London with the release of their new cracker crisps. When people tweeted their opinion they were able to receive a free low calorie snack. DietsInReview.com release reviews, facts and information about the Special K diet. And in the end they say if you want to ‘jump start the weight loss’ then it’s a good idea. Then with in this website Special K users were able to leave their feedback which had a range of opinions saying how good the diet plan was and how well it worked. Over all they were ‘happy with the outcome’...
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...Breakfast Cereal Market Special K 05/02/2014 MARK1500 Principle of Marketing Table of Content Title Page no. Intro Paragraph 3 Business Overview 3 Commentary on Situational Analysis 4 Product Overview 5 Market Segment 6 2016 Olympic Promotions 7 Appendices 8-9 Intro Paragraph This report has been put together to analyse the strength and weakness of Kellogg’s product Special K. This report will identify the strengths and weakness as well as its internal and external factors that affect its sales using ‘PRESTCOM’ and ‘SWOT’ analysis. We will be looking at the market segments that heavily impact the sales of Special K and ways to leap over those barriers to increase revenue. It will also ascertain future promotional ideas for the 2016 Brazil Olympics and the opportunities it may have for Special K Business Overview Kellogg’s is a company with a rich history; established in 1906 by a Mr W.K. Kellogg they have been making great tasting breakfast ever since. Kellogg’s started selling in the UK stores up and down the country ever since 1922. The Kellogg Company was the first company in the food industry to hire a dietician “Mary Barber started the Kellogg’s Home Economics Department and began defining the different types of food and what roll they played in a proper diet” (Kellogg’s, 2014). Kellogg’s quickly established themselves...
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...to grow a brand Introduction 1 2 Kellogg’s and the marketing mix With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Managers can decide when to make key changes to a core product by analysing its position within the product life-cycle. Life-cycle analysis accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e.g. with a fad, or In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. Kellogg’s is a global organisation. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries. In an uncertain world where the organisation’s strategy is to focus on products and brands that are either the market leader or in a strong second position the company believes that this focus upon core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. craze) or, as with Special K, for many years. Although it was a successful product, Kellogg’s recognised the opportunity to stretch...
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...brand Kellogg’s and the marketing mix Introduction 2 1 In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, uncertain world where the organisation’s strategy is to focus on be expensive. It involves making investment decisions now, in the products and brands that are either the market leader or in a strong hope of making a return later. Weighing up future returns against an second position the company believes that this focus upon core and investment is a crucial part of a manager’s job. successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. It always involves an element of risk, because the future is never outcomes. However, all business activities involve some element of risk. There is often said to be a link between risk and return. The accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e.g. with a fad, or Kellogg’s is a global...
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...function- it is not something that operates alone from other business activities. Marketing is also about understanding customers and finding ways to provide products or services which customers demand. There are four different marketing techniques; Growth strategies, survival strategies, branding and relationship marking. My two chosen products for this report are Kelloggs Special K cereal and Nestle Cheerios cereal. Growth Strategies The Ansoff’s growth matrix is another marketing planning tool that helps a business determine its product and market growth strategy. Ansoff’s product/market growth matrix suggests that a business’ attempt to grow depends on whether it markets new or existing products in new or existing markets. The output from the Ansoff’s product/market matrix is a series of suggested growth strategies which set the direction for the business strategy. With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Kellogg’s is a global organisation. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries. In an uncertain world where the organisation’s strategy is to focus on products and brands that are either the market leader or in a strong second position the company believes that this focus upon core and successful products enables it to...
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...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 Flakes expanded world wide. 1922–The Battle Creek Toasted Corn Flake Company changed there...
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...Assessment 4.2 P2 - Present complex internal business information using three different methods appropriate to the user’s needs In this assignment I will present internal business information using three different types of communication methods which are appropriate to the user’s needs. The three types of methods I have chosen are written, on screen multimedia presentation and verbal presentations. I have chosen ASDA to do my research upon. ASDA is a global supermarket which sells groceries, electrical equipment, general domestic equipment, toys and clothing. It is now subsidiary of the American store Wal-Mart. Today they are the UK’s second-largest chain by market share. Written- written communication involves any type of interaction that makes us use the form of a written word. It is one of the main types of communication used. Written communication is used a lot in a business as written communication involves reports, letter, instruction, agreements, memos and policies. Written communication is the most appropriate when detailed instructions are required, when something needs to be documented, or when the person is too far away to easily speak with over the phone or in person. ASDA uses this type of communication to communicate without different people in the hierarchy system or to one of their customers. It is appropriate to the user’s needs because written communication is precise and explicit. It also allows the manager to get in contact with someone easily without...
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...Running Head: [ Morgan - Capitalizing on Healthier Breakfasts ] Capitalizing on Kellogg’s Effort to Make Breakfast Healthier Andréica L. Morgan Post University BUS520.90: Competitive Intelligence William Robinson March 4, 2011 Summary of Analysis Kellogg Company, the leading producer of breakfast cereals, is focusing its sights on creating healthier versions of the products that have found their homes in the hearts of the American consumer. By using current interactive marketing technology, focusing on how to integrate more fruits and grains into their products, and expanding into new markets, they provide a high bar for our little company to shoot for. Our way to compete against their extensive advertising budget, well-known products, and extensive distribution channels will lie in focusing regionally in supplies, production, and marketplace. This will allow us to capitalize on missed opportunities for using byproducts of current manufacturing processes as part of a two-fold aim – first to get the most out of our resources and second to be greener. COMPETITOR ANALYSIS COMPONENTS COMPETITOR ANALYSIS COMPONENTS Current Capabilities Strengths (Kellogg Company, 2010) Our people Committed to excellence, passionate about achieving our goals, eagerly embracing new challenges Our strategy Focused and consistent, delivers sustainable and dependable performance Our business model Resilient and proven, relevant in all economies, drives long-term health of the...
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...Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship...
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...Industry Analysis: Kellogg (K) vs. Kraft (KRFT) Niki Cocke FIN 4461-791 Prof. Amy Ho April 22, 2015 Table of Contents I. Introduction II. Profitability/Risk Ratio Calculations and Analysis a. Kellogg (K) i. Risk ii. Profitability b. Kraft (KRFT) iii. Risk iv. Profitability c. Industry Comparison v. Current Ratio vi. Quick Ratio vii. Days Accounts Receivable Outstanding viii. Profitability 1. Return on Assets 2. Return on Common Equity d. Competitor’s ix. Kellogg’s x. Kraft III. Conclusion IV. Appendix I e. Kellogg’s xi. Kellogg’s Annual Report and Form 10-K 2014 3. Income Statement 4. Cash Flow Statement 5. Balance Sheet f. Kraft xii. Balance Sheet xiii. Statement of Income xiv. Statement of Cash Flows V. References I. Introduction This analysis on Kraft (KRFT) and Kellogg (K) will include multiple facets.Kraft Foods Group, Inc. operates as a consumer packaged food and beverage company. It is also one of the largest company in the North America and the second largest in the world. It operates through six segments: Cheese, Refrigerated Meals, Beverages, Meals & Desserts, Enhancers & Snack Nuts, and Canada. The company provides natura, cream, processed, grated and shredded, and cottage...
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...Homework 3 1. Age and Life-Cycle Stage. According to the article, “Millennials” are causing a headache to most cereal companies due to their health conscious habits or diet fads that completely exclude sugar filled cereals. In addition, most cereal companies are trying to create nostalgia for older consumers by bringing back old cereal flavors or characters. The reason why I chose this specific market segment is because people are becoming efficient and busy in their daily lives, no one has time to sit down and consume cereal like the old days. I believe cereal companies should focus on the wants of their young consumers (ie; cereal bars, kashi infused cereal, etc…) and older adults and try to become more innovative in their marketing and products. 2. In my opinion, I believe PRIZM geoclustering can be helpful in identifying the specific kinds of consumers that are within a 10 mi radius. This approach basically breaks down certain attributes such as affluence, education, income, tastes, and preferences that are more prevalent in that radius. So for example, let’s say if we did geoclustering in New Brunswick, NJ for cereals, I can derive that this population is mostly Hispanics and African Americans mostly living in poverty and Rutgers college student. Knowing this information can be helpful when marketing to low income students and individuals by possibly adding Spanish advertisement on the cereal box or introducing exclusive cereal marketed to the tastes of that crowd...
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...------------------------------------------------- Abstract: The case, 'Kellogg's Indian Experience' analyzes the causes that led to the failure of the Kellogg breakfast cereal brand in the Indian market. The case examines the measures the company adopted on the marketing front to rectify its mistakes and at the efficacy of these measures. | ------------------------------------------------- Issues: » Enable students to see how mistakes on the pricing, positioning and distribution fronts led to Kellogg's poor performance in the initial stages Market Many people view breakfast as the most important meal of the day. Research shows that 96% of the UK population eat or drink something for breakfast and 49% start the day with ready-to-eat cereals. This signifies a huge change in UK breakfast eating habits over the last twenty years. In 1968 approximately half the population tucked into a cooked breakfast on a regular basis, but, by 1990 this had dropped to an estimated 10%. This change can be attributed to increasingly busy lifestyles and an awareness of the importance of healthy eating. However, hectic lifestyles can mean breakfast is often sacrificed to keeping to a tight timetable. The major challenge facing cereal companies today is to persuade consumers that eating cereals is both convenient and beneficial at breakfast time or at any time of the day. In terms of volume, the UK is the largest consumer of cereals in Europe. In 1999, the market was valued at £944 million...
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...Kellogg’s Company Mark Brown II SNHU Professor Joshua Gomez Abstract Kellogg’s company as a whole is a great company to work for. Their values and mission are some of the best and are widely looked after by all employees. Kellogg’s is a company that strives to succeed not only with the company, but also with its customers. They are always looking for ways to improve their product and also looking for ways to expand their products. With this being said they look for the best employees and best stores to carry their products. It covers the three main types of employee performance appraisal 360-degree feedback, management by objectives, and ratings scale. The design of performance appraisals have the likeliness to influence professional progression, succession preparation, organizational training and development, retention, entire compensation and other key human capital benefit investment programs. The vision of the Kellogg’s company is “To enrich and delight the world through foods and brands that matter” (kelloggcompany.com). Kellogg’s company has been around since February 19th, 1906. It reaches out to not only adults, but children as well. Whether you like Rice Krispies, Frosted Flakes, or you might not even be a cereal person, Kellogg’s has your favorite foods. Again their vision says “To enrich and delight the world through foods and brands that matter” (kelloggcompany.com). If you are familiar with the products of Kellogg’s, then you know that they do take pride in...
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...Abstract Kellogg’s Company The Kellogg’s Company has several different kinds of foods. They have breakfast foods as well as crackers snacks, vegetarian foods and organic foods as well as frozen foods. The Kellogg’s Company is worldwide. A lot of people love the Kellogg’s food lines. These foods are good if you are running late for school, work or an appointment; you can just grab them and go. COMPANY Kellogg’s Company Looking into the year-over-year statements I have used the Kellogg’s Company annual statements for three years and December 31 2007 Reclassified USD, January 3 2009, January 2 2010 and January 1 2011. The year-over-year change had very little change to it. Income Statement: The revenue for the four years was; Revenue has gone down December 29, 2007 11,776.0 January 3, 2009 12,822.0 January 2, 2010 12,575.0 January 1, 2011 12,397.0 Selling General and Admin Expenses for the four years was; Selling General and Admin has gone down December 29, 2007 3,234.0 January 3, 2009 3,409.0 January 2, 2010 3,349.0 COMPANY Kellogg’s Company January 1, 2011 3,258.0 Net income for the four years was; Net Income has gone down but then it went back up December 29, 2007 1,103.0 January 3, 2009 1,148.0 January 2, 2010 1,212.0 January 1, 2011 1,247.0 Balance Sheet: The Balance Sheet for the three years and the December Reclassified...
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...Kellogg's (also Kellogg, Kellogg Company and Kellogg's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Froot Loops, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Cocoa Krispies, Keebler, Pringles, Pop-Tarts, Kashi, Cheez-It, Eggo, Nutri-Grain, Morningstar Farms, and many more. Kellogg's stated purpose is "Nourishing families so they can flourish and thrive." Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906, by Will Keith Kellogg as an outgrowth of his work with his brother John Harvey Kellogg at the Battle Creek Sanitarium following practices based on the Seventh-day Adventist Church. The company produced and marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed the Kellogg Company in 1922. In 1930, the Kellogg Company announced that most of its factories would shift towards 30 hour work weeks, from the usual 40. W.K. Kellogg stated that he did this so that an additional shift of workers would be employed in an effort to support people through the depression era. This practice remained until World War II, and continued briefly after the war, although some departments and factories remained locked into 30 hour work weeks until 1980...
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