Task 1 – Report

(P1)

In this report I will be looking at how marketing techniques are used to market products in two organisations and meet organisational aims.

Kellogg’s

The first company that I will look at is Kellogg’s. Kellogg’s is a very well known worldwide cereal company that produces a number of different cereals for a number of different target markets. Kellogg’s was founded Michigan, United States, February 19, 1906. Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. Kellogg's largest factory is at Trafford Park in Manchester, United Kingdom, which is also the location of its European headquarters. Kellogg's holds a Royal Warrant from Queen Elizabeth II and the Prince of Wales.

Growth Strategies
Some of the techniques that Kellogg’s use to market their products are things such as diversification which is a corporate strategy to enter into a new market or industry which the business is not currently in, whilst also creating a new product for that new market. This is most risky section of the Ansoff Matrix, as the business has no experience in the new market and does not know if the product is going to be successful. Kellogg’s would use diversification if they were looking to produce a new cereal in a market that they have never worked in before. For example if they were going to make a cereal which is high in protein and used for bodybuilding they would be experimenting in a new market and therefore use this marketing strategy.
Another growth strategy that Kellogg’s would use is product development. Product development is where a company creates a new product either in a market that they have worked with before or even a new market and then that would link in with diversification. Kellogg’s would use product development if they were not selling many of their current products and they needed something