...The UK 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...
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...Food Marketing Policy Issue Paper Food Marketing Policy Issue Papers address particular policy or marketing issues in a non-technical manner. They summarize research results and provide insights for users outside the research community. Single copies are available at no charge. The last page lists all Food Policy Issue Papers to date, and describes other publication series available from the Food Marketing Policy Center. Tel (860) 486-1927 Fax (860) 486-2461 email: fmpc@canr1.cag.uconn.edu http://vm.uconn.edu/~wwware/ fmktc.html No. 17 October 1998 Jawboning Cereal: The Campaign to Lower Cereal Prices by Ronald W. Cotterill Food Marketing Policy Center University of Connecticut Food Marketing Policy Center, Department of Agricultural and Resource Economics, University of Connecticut, 1376 Storrs Road, U-21, Storrs, CT 06269-4021 Jawboning Cereal: The Campaign to Lower Cereal Prices by Ronald W. Cotterill Abstract This article introduces the Forum by explaining the sequence of events related to the jawboning campaign and subsequent reductions in cereal prices. It also introduces the main issues on the vigor of competition and pricing that are analyzed in subsequent papers. Jawboning as a public policy strategy is assessed and found useful in certain circumstances such as those in the breakfast cereal industry in the mid 1990’s. The jawboning campaign was effective in advancing price competition in an industry that successfully resisted repeated antitrust...
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...Not So Grrreat! Cereal is the most popular breakfast choice today. However, the cereal aisle is a parent’s worst nightmare of bright colors and cartoon characters floating in a sea of sugar. Cereal boxes are littered with promises of health and nutrition; but these are just empty promises used to trick parents into believing they are feeding their children the right foods. Cereal companies use catchy tunes and slogans to grab the attention of young children. The children then proceed to beg and pester their parents until they get the cereal they want. Most parents strive to feed children nutritional foods but cereal companies have been making it harder and harder. Cereals that are marketed to children have little nutritional value and can lead to poor performance in school; this can be solved by marketing the nutritional cereals to children and parents removing unhealthy cereals from their children’s diets. First, cereals marketed to children have little nutritional value. Cereal companies are required to self-regulate the nutritional value of their products, but this self-regulation only gives the cereal companies the right to fill cereal boxes with whatever they want. In an article by Georgina Gustin in December 2011, Jane Houlihan, vice president for research at the Environmental Working Group, states that cereals don’t belong in your breakfast pantry, they are desserts. Houlihan’s group assessed 84 cereals to make a report focusing on the larger cereal makers, the big four:...
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...favorite things to eat is breakfast cereal. I have been a cereal eater since I was a kid and have chosen to do my paper on the breakfast cereal industry. The NAICS code is 311320. The SIC code is 2043 Cereal Breakfast Foods. The SIC gives a description of establishments as primarily engaged in manufacturing cereal breakfast foods and related preparations, except breakfast bars. Cereal breakfast foods include: coffee substitutes made grain, hulled corn, farina, granola (except bars and clusters), hominy grits, infant cereal foods, oatmeal, rolled oats, rice breakfast foods and wheat flakes. History Breakfast cereal is one of the most popular forms of breakfast in the United States. Just about all of us have had and enjoyed a bowl of cereal in the morning. The breakfast cereal industry is very profitable and has been around a long time. In 2007, the market value for the industry was $11.2 billion (Datamonitor, 2007). The breakfast cereal was first invented in 1863 by Dr. James Caleb Jackson who made the granula. The granula was a hard wheat that had to soak overnight before it could be eaten. Later the popular Corn Flakes was invented and today there are many varieties of cereal to choose from. There were a number of individuals who made various forms of cereal as a diet for its patients of the Sanitarium in Battle Creek, Michigan. The cereals that were made however were not for mass market. Not until 1906 was there a patent for cereal, and Corn Flakes were mass marketed...
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...CSR Analysis Mallory Griffith September 14, 2014 Introduction to Marketing Strategy: Section 2 It is 7:53 a.m., and your first class of the day begins at 8:30 a.m. You still have a little bit of time left to eat breakfast before you have to walk to class. For breakfast you choose to have a bowl of General Mills Cheerios with Anderson Erickson 1% milk. As you munch on your cereal, you begin to look at the side of the box. What ingredients are in Cheerios? How are they processed and made? Who makes them? What does the factory look like? How are Cheerios packaged? What happens to the packaging when you throw the box away? How does General Mills do it all? How do they maintain customer loyalty? How do they manage their products? What is added to the product to satisfy the customer? General Mills’ brands are best known for quality and value added to their products. General Mills not only creates economic value, but it creates social and environmental value in the way it operates. General Mills is one of the largest companies in the world. Cheerios being one, General Mills manages 32 brands that offer various products. Yoplait offers many yogurt products focusing on the “goodness of taste” while supporting digestive health. Progresso offers a variety of soups and beans, as well as pasta dishes. Don’t forget about the Pillsbury crescent rolls at Thanksgiving or the chocolate chip cookies from Grandma’s house. These brands are all run by the company General Mills. As consumers, we sometimes...
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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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...Harvard Business School 9-795-191 Rev. February 14, 1997 The Ready-to-Eat Breakfast Cereal Industry in 1994 (A) All is not well in the land of Tony the Tiger.1 In early 1994, the ready-to-eat (RTE) breakfast cereal industry had reached a critical turning point in its evolution. In an industry historically characterized by stability and above average profitability, slowing demand growth and a surge in private label sales threatened to undermine the dominant positions of the Big Three: Kellogg, General Mills, and Philip Morris. The 1993 year-end statistics showed that industry sales growth had slowed to under 2%, while private labels had topped 5% market share by sales and 9% by volume for the first time. Price increases by the Big Three had widened the gap between branded and private label products. The competitors had traditionally avoided destructive head-to-head competition, but this mutual restraint appeared to be crumbling. Each of the firms faced major decisions going forward about whether to break with the industry’s lock-step moves and how to deal with the threat of private labels. History of the RTE Breakfast Cereal Industry2 The ready-to-eat breakfast cereal industry got its start in 1894, when Dr. John Kellogg and his brother W.K. Kellogg invented wheat cereal flakes in an attempt to make whole grains appealing to the vegetarian clients of the Seventh-Day Adventist sanitarium Dr. Kellogg ran in Battle Creek, Michigan. 3 W.K. went on to invent the corn flake...
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...Strategic Marketing Plan Q2 2004 – Q4 2007 Page 1 of 89 DECLARATION We hereby certify that this assignment contains no material which has been accepted for the award of any other degree or diploma in any university or equivalent institution, and that to the best of our knowledge and belief, contains no material previously published or written by another person except where due reference is made in the text of this assignment. Viraj Perera Sara Russell Ingrid Szikla ID: 18877095 ID: 18481183 ID: 13034715 Page 2 of 89 EXECUTIVE SUMMARY This strategic marketing plan specifically addresses Uncle Tobys Ready to Eat (RTE) Breakfast 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...
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...Final project Marketing Mangement Submitted to: Sir Zeshan Shaukat Submitted By: Ghulam jilani Zeshan Naseem Zeshan Munir Zeshan javed UNIVERSITY OF MANAGEMENT AND TECHNOLOGY, LAHORE “Cerelac is a reliable and innovative product and a symbol of commitment. Cerelac is an ideal infant starter and excellent source of energy” TABLE OF CONTENTS 1. Executive summary ……..…………………………………….....4 2. Selection of Nestle cerelac……….……………………………....6 3. Nestle company intro…….………………………………………7 4. Nestle financial data……………………………………………..8 5. Nestle products………………..…………………………………9 6. Nestle Cerelac……………………………………………..….…10 7. Situation analysis………………………………..………………13 8. Market opportunities and issues…………………………………14 9. Objectives…… ……………………………………………….…15 10. Marketing strategy………………………………………………15 11. Target marketing…………………………………………………15 12. Positioning…… …………………………………………………16 13. Marketing Mix……....……………………………………………19 14. Product……… …………………………………………………..19 15. Price………………………………………………………………20 16. Promotion……………….……………………………………..…20 17. Place……………………….……………………………………..21 18. Conclusion………………………………………………….……20 EXECUTIVE SUMMARY Business is a never ending race and in the fast running world of business, there is variety...
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...[Innocent Cereal Bar] [Marketing] Contents page 1. Marketing Objectives Page 3 2. Target Market 1. Introduction Page 5 2. The whole Organic food and drink market Page 5 3. Segmenting the Market Page 5 4. Description of potential segments Page 5 5. Applying criteria to potential segments Page 5 6. Customer Profile Page 6 3. Customer Perceptual Positioning Map Page 7 1. Introduction Page 7 2. Customer Preceptual Positioning Map Page 7 3. Key Brands Page 7 4. Main types of dimensions page 7 5. Constrcting The map Page 8 6. Marketing Mix Implications Page 8 4. Product 1. Introuction Page 9 2. Core products Page 9 3. Emobodied Product Page 9 4. Argumented Product Page 10 5. Packaging Page 10 6. Potential Product Page 10 5. Pricing 1. Introduction Page 11 2. Pricing Strategies Page 11 3. Pricing Objectives Page 12 4. Influences Page 12 6. Promotion 1. Introduction Page 13 2. pull and push factors Page 13 1. Pull Factors Page 13 2. Push factors Page 13 3. Key features of Target audience Page 13 4. Specific message Page 13 5. Promotion Media Page 13 6. Promotion...
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...Brochure More information from http://www.researchandmarkets.com/reports/1524235/ Confectionery in the Philippines - Market Forecast & Consumer Demographics Description: Synopsis Confectionery in the Philippines – Market Forecast & Consumer Demographics is an information resource that quantifies the market and provides detailed insight into the consumption and usage demographics of the confectionery industry in the Philippines. Introduction Provides market value and volume estimates from 2004 to 2009 and forecasts from 2010 to 2014. Includes analysis of consumption and usage demographics for the Philippine confectionery products by splitting consumers by age, gender, income, status, urban/rural from 2004 to 2008. Also provides market share, brand share and distribution share of the market for 2008 and 2009. Scope - The confectionery market consists of the sale of cereal bars, chocolate, gum and sugar confectionery. - Market overview & forecast – overall the Philippines confectionery market value and volume data split by category - Market shares –company share, brand share and distribution share for the confectionery market in the Philippines - Confectionery consumption and usage demographics –analysis of Consumer Demographics in the Philippines confectionery market Highlights - In the Philippines, 0-14 age group accounted for 35.5% share of the total confectionery consumption in 2008. - In the Philippines, urban consumers accounted for 67.9% of the total confectionery consumption...
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...Marketing research Marketing research is the research that companies do to study consumers and other companies. Marketing research seeks to understand the best ways to connect a consumer and a product, with the hopes that the consumer will buy. This involved evaluating the current marketing already being done for that product, or similar products that are created by the same company, and determining how well the marketing campaigns are working. This also involves studying the marketing techniques of other companies. Marketers begin research with a problem or a question. They don't approach research with the goal to learn more about a particular market. Instead, they want to know why a particular market is doing well, or why it is falling and what can be done to change that. They may also want to know why consumers are not buying some products, but gladly purchasing similar products. Research is then done to answer the question, and that answer can be turned into a marketing technique that may get better results. There are two types of marketing research. The first is consumer market research. The goal is to study the purchasing habits of consumers. This can be done by tallying up how much of a product is sold, through surveys or through other means. The information gathered from consumers can be used to analyze current marketing campaigns and to create new ones. The second type of marketing research is business to business (B2B) research, which studies how businesses sell...
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...USING STATISTICS @ Oxford Cereals, Part II Fundamentals of Hypothesis-Testing Methodology The Null and Alternative Hypotheses The Critical Value of the Test Statistic Regions of Rejection and Nonrejection Risks in Decision Making Using Hypothesis Testing Hypothesis Testing Using the Critical Value Approach Hypothesis Testing Using the p-Value Approach 9.4 Z Test of Hypothesis for the Proportion The Critical Value Approach The p-Value Approach Potential HypothesisTesting Pitfalls and Ethical Issues 9.5 9.2 t Test of Hypothesis for the Mean (S Unknown) The Critical Value Approach The p-Value Approach Checking the Normality Assumption One-Tail Tests The Critical Value Approach The p-Value Approach 9.6 Online Topic: The Power of a Test USING STATISTICS @ Oxford Cereals, Part II Revisited CHAPTER 9 EXCEL GUIDE CHAPTER 9 MINITAB GUIDE 9.3 Learning Objectives In this chapter, you learn: • The basic principles of hypothesis testing • How to use hypothesis testing to test a mean or proportion • The assumptions of each hypothesis-testing procedure, how to evaluate them, and the consequences if they are seriously violated • How to avoid the pitfalls involved in hypothesis testing • Ethical issues involved in hypothesis testing U S I N G S TAT I S T I C S @ Oxford Cereals, Part II s in Chapter 7, you again find yourself as plant operations manager for Oxford Cereals. You are responsible for monitoring the amount in each cereal box filled. Company specifications...
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...Brochure More information from http://www.researchandmarkets.com/reports/1555129/ Bakery and Cereals Market in the Philippines to 2014 Description: Introduction This databook provides key data and information on the bakery and cereals market in the Philippines. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods. Scope -Contains data on : bread and rolls, cookies (sweet biscuits), cakes and pastries, crackers (savory biscuits), breakfast cereals and morning goods -Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data -Category level company and brand share as well as distribution share information for 2008 and 2009 -Review of the top two companies within the bakery and cereals market, including company overview, key facts and business description Highlights The market for bakery and cereals in the Philippines increased at a compound annual growth rate of 3.4% between 2004 and 2009. The bread and rolls category led the bakery and cereals market in the Philippines, accounting for a share of 38.2%. The leading players in the Philippines bakery and cereals market are Gardenia Foods (S) Pte Ltd, Kraft Foods, Inc. and Monde Nissin Corporation. Reasons to Purchase -Develop business strategies...
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...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 hassle. On-screen multimedia presentation- on screen presentation means any sort of information that is presented on the screen. It can be written so the user can read it. It can be...
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