...organisation uses marketing research to contribute to the development of its marketing plans In this section of the unit the investigation of the marketing research used by Kellogg’s will be shown through thorough research and evaluation also how it links in to the development of Kellogg’s marketing plans. The Purpose of Market Research Marketing research is what informs business’s make decisions by helping it to understand the changing dynamics of its market. This involves finding out more about customers, competitors and the overall marketing environment. The purpose of doing this is to gather data on customers and potential customers. The pure definition of market research is systematically gathering, recording and analysing data and also about the issues relating to marketing products and services. There are two types of research’s that can be conducted: * Primary * Secondary These research can then be formed into either quantitative or qualitative Primary Research Primary research is data and information that the business has gathered first-hand and has not been gathered before. Internal primary research data sources include: * Sales figures for the business’s own products * Customer data held on a central database. External primary research methods include: * Questionnaires and Surveys * Interviews and Focus Groups * Mystery Shoppers, And other observation techniques. Secondary Research Secondary research uses data and information...
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...P3 Kellogg’s use different types of marketing research to develop their marketing plans to increase sales and find out information from the public to understand customer’s interests. Kellogg’s use Quantitative research, Qualitative research, Primary research, Secondary research and Uses & Limitations. QUANTITATIVE RESEARCH Quantitative research is data which is in numerical form and is usually gathered from a large sample of respondents. Quantitative research is specifically associated with figures or numbers that help to make the research more objective from a large number of consumers. Kellogg’s use Quantitative research to develop their marketing plans because this method of research is more reliable as it is based on figures and statistics which would give Kellogg’s a accurate opinion on the public response to their ideas. An example of quantitative research which Kellogg’s has undertook is survey in which they find out the statistics and majority of people who would have a positive response or negative response to survey questions and tally that up. QUALITATIVE RESEARCH Qualitative research is concerned specifically about consumer responses, feelings, attitudes and descriptions. Qualitative research creates a conversation with consumers regarding Kellogg’s new ideas which encourage the consumer’s reaction also. An example would be that Kellogg’s introduces a new product idea and allows researchers to understand what they think of it and how it makes them feel...
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... | |subject: |About kellogg’s | |date: |September 28, 2015 | |cc: |Payal sharma | | | | Dear Mr. Wall, I am writing about Kellogg’s uses research to contribute to the developments its quantitative market research involves finding numerical data in Kellogg’s. Kellogg’s quantitative data is generally collected from large samplers and is easy to analyze to see how many people like to have Kellogg’s for there breakfast. With method of this will be doing samples in stores and taking people word of mouth to see if they have liked the product or disliked it. Also I will be doing online questionnaires to also collect date from that. The step by step information they need to follow in order to make a successful business. Qualitative and quantitative the opinions that the customers would have of the product. Why Kellogg’s want to do research on the product before they sell it to the customers. A larger sampler of the product for example Kellogg’s would do samples in store to see who likes which product. They...
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...Discussion Question 1- Kellogg’s Overview: The marketing of Kellogg's and the creation of some of the most valuable individual brand names has been key to the company's success. Kellogg's advertises using a whole range of media: in the press, on posters, radio and cinema, direct mail and, most recently, on the Internet. However, the main channel for its advertising is on television, where individual brands are given their own air time, aimed specifically at a target audience. Current Issues for Kellogg’s WASHINGTON—Parents and advocacy groups today announced their intent to file suit against Viacom and Kellogg to stop them from marketing junk food to young children. The plaintiffs contend that these two companies are directly harming kids’ health since the overwhelming majority of food products they market to children are high in sugar, saturated and trans fat, or salt, or almost devoid of nutrients. They will ask a Massachusetts court to enjoin the companies from marketing junk foods to audiences where 15 percent or more of the audience is under age eight, and to cease marketing junk foods through web sites, toy giveaways, contests, and other techniques aimed at that age group. How has the advertising target audience changed over time : It is crucial for us to understand what the overall market trend is like. Important considerations to understand what the content of the advertisement would cover and who it should appeal to depends on the overall product itself. ...
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...Introduction to marketing Report for the local council on the use of marketing by HNC and Kellogg’s Marketing is the management process for classifying and anticipating and satisfying the customer needs cost-effectively. In a business, to recognise where marketing is involved is by three steps. 1. How well you know your customers and how to satisfy now as well as the future 2. For the business to produce and provide what the customer wants 3. A business should be able to make profit. The three steps I have mentioned is vital to have and also carried out daily in order to run your business successful and that why marketing makes such a huge impact on a business. From marketing it allows the business to have an understanding of the customer needs and attempting to make sure the product which they are creating, the quality is outstanding. The role of marketing is crucial for a businesses, as in every business market there are aims and objectives. Objectives are specific when it comes to the role of marketing as they are decided from the business objective, this is how the business framework it overall aims which they are achieving for. Marketing objectives are ways in which marketing will help meet corporate objectives, the marketing strategy is the specific way in which the market will contribute towards marketing mission. Finally, the marketing tactics are where the elements of the marketing mix are used in the marketing strategy. As well as objectives, the business...
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...A- marketing is about The right product in the right place at the right time at the right price.Marketing is the management process that identifies, anticipates and satisfies customer requirements. When marketing a product a business must make sure that it will satisfy the customers needs and wants. A business will not survive let alone succeed or make profit if it does not meet the customers physical,intellectual educational or social needs. Market research helps identify what the customer/consumer wants. So it is aim to successfully complete market research to ensure profitability. However, this does not apply to public sector businesses as much as it does to private and voluntary. As a public business is a not for profit organisation but to provide a satisfactory service. C- a public sector business are owned by the local or national government and are funded by tax payer. Public business do not look to make profit but to offer a good/satisfying service to meet to help. For example, a hospital. They get a budget from the government and will have to provide a good quality service within that budget.There objectives are based on providing good services,improving efficiently of service and meeting good quality standards. H- A marketing objective for cadbury's are to make their brand and chocolate advertisements as appealing as possible as the cadbury's brand is known worldwide and therefor they are expected to come up with new ideas keeping there product fresh and attractive...
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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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...die down? 1. Lack of innovation : Generally people misinterpret this word with invention. Any improvement done and if it gives money , then it is called INNOVATION. If it doesn’t give money it is called CREATIVITY. Ex : Today there is no medicine for AIDS. But if medicine is found then it is INVENTION. Ex: Different ways of thinking is creativity. There are no examples of creativity. When creativity gets practical implication and you get money is innovation. Ex: Steve Jobs was highly creative and what he gave the world by way of his product was innovation. Innovation is not only in product but also in selling / systems. Ex : unique ways of selling. Direct marketing. Door to door selling. All the product was existing in the market. So very innovative in selling. Ex : Pan Parag Product was competitive. But no corporate competitors . This was way back in 1983. But he took the route of paanwala and sold thru them only. Actually they were his competitors. For innovation, you remember companies like Apple, Google, facebook , 3M ........ Ex: In 3M , employees ( after some hierarchical levels ) were given time for creativity. No questions asked. There are lots of flexibility. They are told You are free to define your working hrs. You are free to spend any time for creativity. Company will provide all the resources. One person...
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...July 2012 BRANDGYM RESEARCH PAPER 6 By David Taylor Managing Partner Can social media show you the money? www.thebrandgym.com Can social media show you the money? About the research The first part of the research was with over 100 senior marketing professionals across Europe, Africa, Asia, the USA and Latin America, covering a broad range of sectors. In addition, we did research with 1000 consumers each in the UK and USA, to compare their actual use of social media* with how marketers think they use it. Read on to see how wrong most marketers are! We have brought to life the findings with examples from our work on brandgym projects, and through interesting case studies we have come across in our blogging and book writing. * To clarify, this study focuses on the creation of content using social media (e.g. Facebook pages, Twitter feeds) and not online advertising on social media sites. In this, our 6th global survey, we ask “Can Social Media Show you the Money?”. The brandgym partners Introduction Social media is a red-hot topic today. Social media is sexy, shiny and new. And it’s also a bit scary, with headlines screaming that the whole world of marketing is changing, and that ‘old’ media like TV advertising is dead. However, data on the brand and business building effects of social media is thin on the ground. We felt it was time to cut through the hype and hysteria around social media, to better understand the role it can play. We wanted to find out: “Can social media show...
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...advertising Eliane Karsaklian - Advancia-Negocia Abstract This paper aims at demonstrating that expatriates represent a specific target for companies as they tend to consume global brands during their stay abroad in order to avoid cultural shock and thus should be addressed with specific communication. The literature review articulates global brands and advertising with cultural shock, explained on the basis of Trompenaars and Hampden-Turner’s dilemmas’ theory. The qualitative method used in this research were 53 in-depth interviews. Results demonstrated that expatriates relay on well-known brands to adapt to new environments when they are abroad and that specific advertising help them to reconcile dilemmas. Key words: Global brands, advertising, expatriates, cultural shock Introduction Economic and social factors are working to increase global competition and global operations, and subsequently an acceleration of traffic in expatriation and repatriation. Johansson and Ronkainen (2005) state that research shows that one of the most common features of a globally integrated marketing strategy is the adoption of one brand name around the world, whereas Callow and Schiffman (2002) talk about how advertising interpretations are dependent on cultural factors of the viewer. Therefore, the present paper is relevant because it demonstrates that particular attention should be drawn to expatriates during their sojourn abroad. While struggling to adjust both as individuals and professionals, expatriates...
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...Cereal products in Australia over the time period starting from the second quarter of 2004 and ending fiscal year 2007 (1/10/2004 – 30/6/2008). This plan takes into account and builds on new marketing strategies for Uncle Tobys resulting from the take-over by Burns Philp in the USA. Uncle Tobys is a leading brand of Goodman Fielder, which is a division of Burns Philp Company Ltd. Until 2002, Uncle Tobys had the second greatest share of the RTE market by value with 20.3% in 2001, but has since slipped to third place at 15.9% in 2003 and is now behind Sanitarium (17.2%) and Kellogg’s (55.4%). Contributing factors were issues such as high debt and lack of effective IMC strategy. However, it is anticipated that efficiency gains from the new organisational structure will come into fruition during 2004-05, and Burns Philp’s renewed support to build up leading brands such as Uncle Tobys will provide the frame work and support for achieving revenue growth. Uncle Tobys corporate objectives for the next three years in the RTE cereal market is to increase revenue by 2 - 5% per annum on average, and have a net profit growth of 6% per annum on average. However, these objectives cannot be met using strategies...
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...characteristics: relative market share and market growth as suggested from the figure below. [pic] Figure 5: Boston Corporate Group matrix It has four cells and each cell has its name as follows. • a. Dogs. The products that fall in this cell are the ones with a low share of a low growth market. These products do not generate revenues for the company. Firms should get rid of the products that fall in this cell as they tend to require huge investments from time to time. • b. Cash Cows. In a slow growth market products that hold a high share are represented by the Cash Cows in the BCG matrix. Cash Cows generate revenues more than that is invested in them since they are the leaders in the mature market. Firms can still continue to have them as a part of the portfolio till they eventually become dogs and stop generating revenues. • c. Question Marks (also known as the ‘problem child’). These products have low market shares and do not generate much cash. However, these products are in a rapidly growing stage and thus consume large amounts of cash. A question mark has the capability to gain market share when the market growth slows, and can thus become a star and finally a cash cow. Before making the investment required to grow the market share. Question marks must be analyzed carefully in order to determine their potential. • d. Stars. These products generate high amounts of income as they are in high growth markets with a relatively high share of that market. However, they...
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...Bushry (2005) defines electronic commerce as „an emerging concept that describes the process of buzing and selling or exchanging of products, services and information via. telecommunication and computer networks including the Internet“ (p. 1). Bajaj and Nag (2009) notice that „E-commerce not only automates manual processes and paper transactions, but also helps organizations move to a full electronic environment and change the way they operate“ (Nansi, 2004, p. 14). In a word, E-commerce today involves business information sharing, business relationships maintaining, and business transactions conducting by telecommunications networks (Web catalogues, advertazing and other). Besides, e-commerce considers electronical orders of products and services, payments (traditional payment, by credit cards, EDI, digital money), form filling (Web form, e-mail, faxing and others), services and technical support (Frequently Asked Questions, e-mail, bulletin boards and others). One of the major advantages of e-commerce is low connection and usage prices and multichanelled access and delivery. On the other hand, M-commerce reffers to mobile commerce and it “is defined as the exchange or buying and selling of commodities, services, or information on the Internet through the use of mobile handheld devices.” (p. 1-2). In another words, mobile commerce refers to the implementation of e-commerce over wireless devices. It is commercial mobile computing application based on wireless networks...
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...10 SWOT Analysis 11 Organizational Structure 14 Company’s Capabilities and Processes 14 Industry environment 15 Customers 15 Who are they 15 Any recent or expected changes in behavior, attitudes, composition of the customer base 16 What are they purchasing from your company 16 Why are they buying company’s product 16 Describe order qualifying and order winning characteristics of your company’s product(s) 17 Context 17 Industry 17 Economics 19 Technological 21 Societal 22 Legal 24 Competitors 25 Kind Healthy Snacks 25 Nature Valley 28 Kellogg’s 31 Financial Ratio 34 Collaborators 35 Growth Strategy 36 Detailed description of the growth strategy 37 Goals/Objectives 37 Segmentation 37 Targeting 38 Positioning 38 Strategy Execution 40 Product 41 Goals and Product Description 41 Process Description 42 Life Cycle Stage 43 Place 43 Goals and Market Exposure 43 Channels Used 44 Supply Chain System 45 Promotion 46 Goals 46 Promotional Blend 47 Price 50 Goals 50 Value Proposition and Price Sensitivity 50 Pricing Strategy (Short Term/Long Term) 51 Breakeven Analysis 52 Implementation and Control 53 Timing and Implementation Activities 54 Sales Estimates (Forecast) 54 Forecast/Estimates 56 Scenario Analysis and Discussion 57 Sensitivity Analysis and Discussion 59 Comprehensive Financial Analysis 64 Conclusions 65 Appendix 67 Citations 75 Executive Summary The Hershey Company is...
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...competitive effects of a merger. I estimate a brand-level demand system for ready-to-eat cereal using supermarket scanner data and use the estimates to (1) recover marginal costs, (2) simulate postmerger price equilibria, and (3) compute welfare effects, under a variety of assumptions. The methodology is applied to five mergers, two of which occurred and for which I compare predicted to actual outcomes. 1. Introduction Traditional analysis of horizontal mergers is based primarily on industryconcentration measures. The market is defined and pre- and postmerger market shares of the relevant firms are used to compute pre- and postmerger concentration measures, which give rise to presumptions of illegality. Using this approach to evaluate mergers in industries with differentiated, or closely related but not identical, products is problematic. In many cases the product offerings make it difficult to define the relevant product (or geographic) market. Even if the relevant market can easily be defined, the computed concentration index provides a reasonable standard by which to judge the competitive effects of the merger only under strong assumptions.1 To deal with these challenges, a new methodology to evaluate mergers has been developed. 2 The basic idea consists of ‘‘front-end’’ estimation, in which demand functions and possibly supply relations are estimated, and a ‘‘back-end’’ analysis, in which the estimates are used to simulate the postmerger equilibrium. This...
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