...Since 1932, Weetabix has been a popular part of a British family breakfast. Weetabix itself is the nation's favorite breakfast cereal, and the brand includes a wide range of tasty, nutritious cereals, bars and muesli. Weetabix Heapular part of a British family breakfast. Weetabix itself is the nation's favorite breakfast cereal, and the brand includes a wide range of tasty, nutritious cereals, bars and muesli. Weetabix Head Office is located at its main production site, Burton Latimer, a 75 acre site that produces circa 3 billion Weetabix every year. Weetabix is enjoyed all over the world, with further manufacturing facilities in the USA and South Africa and consumers in more than 80 countries. Structure of the industry: Breakfast cereals are an integral part of the British diet, and a key sector of the grocery market in the UK. The total industry value is about 2bn at present in the UK. Since the Second World War, consumption of breakfast cereals has shown steady growth, although in 2008 the UK economy was hit by the recession, which saw the sale of breakfast cereals - alongside other food items - slow. Between 2006 and 2010, Key Note estimates that the entire breakfast cereals market grew by 15.6% in value terms, with particular growth demonstrated in the RTE cereal sector, which accounted for 91.2% of sales by value in 2010, compared with 90.9% in 2006. In addition, the consumption of hot cereals, which had been in long-term decline, has risen over the past 5...
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...THE BATTLE FOR THE BREAKFAST CEREAL MARKET, by Richard Lynch 1. INTRODUCTION Corporate strategy is certainly a topic that is exciting and challenging. It makes fundamental decisions about the future directions of organisations. And it has the potential to have a real impact on people's lives. But it isn't the easiest subject to study. There are several reasons for this: *It's a young academic subject when compared to more traditional topics like economics and organisational behaviour. This means that there is a lot that we still don't understand. *It's a complex subject that involves many different aspects of organisations, all of which may be important. This makes it difficult to record and analyse. *And it's a subject that lacks a widely agreed body of accepted knowledge. Different strategists have different opinions on what is important and how strategy should be developed. All these factors make it quite tough. Certainly, some strategists argue that there is a place for strategic analytical frameworks like Professor Michael Porter's Five Forces. But the same strategists also point out the most successful strategies need to be more experimental and creative. For example, they argue that the successful strategy of Dell Personal Computers - selling directly to customers, cutting out the distributor - owed much more to innovation than to traditional strategic analysis. In more general terms and arguably to oversimplify strategy theory, strategic processes need to be both prescriptive...
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...As a new company of breakfast cereal industry, the business has to get over many barriers to enter the market. Breakfast cereal market is an existing market and there are already some powerful competitors in the market, such as, Nestle, Kellog’s and General Mills. Therefore, market penetration is a main objective which should be considered at the beginning (Jobber, 2007). The specific methodology of achieve the objective is increasing market share of breakfast cereal market. The marketing objective of Horizon Food Company will be sorted into several 3 years planning. The first 3 year will be concentrated on getting into the cereal market, building sales and market share (Jobber, 2007), and the place of launching products will be chosen in Sheffield. The objective for first year will be getting into the market and giving consumers some time to know the new brand. In order to spread efficiently, company will consider building a cooperation relationship with the several biggest retailers, for instance, Tesco, ASDA, Sainsbury’s and ALDI. Aiming of second year will be achieving 2% market share and expanding the sales. Products of Horizon can help consumers keep fit and gain muscle. It is a perfect opportunity to cooperate with gyms. The goal of third year, the company will do some research for developing more products to satisfy customers needs, meanwhile, continuing to increase 2% market share in this year. When getting into the breakfast cereal market for two years, customers...
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...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. Per capita consumption has risen in the last decade by almost 10%...
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... Contents. | 3 | Introduction of the marketing strategies. | 4 | Introduction to enterprise & definition of Ansoff’s Matrix. | 5 | Market development & product development. | 6 | Diversification, market penetration & summary. | 7 | Introducing Kellogg’s and Kellogg’s brands. | 8 | Marketing mix, packaging & advertising | 9 | Market research & communicating with consumers & summary. | Introduction The purpose of this report is to research two different marketing strategies that can be used by organisations to identify opportunities to grow. The two organisations used in this report are Enterprise Rent-a-Car and Kellogg’s Breakfast Cereals. The growth strategies include Ansoff’s Matrix and Branding. According to The Chartered Institute of Marketing, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Enterprise Rent-a-car In 1957,Jack Crawford Taylor, an American entrepreneur established executive leasing in Missouri, united states which came later to be renamed as enterprise rent –a-car in 1962. With a vast network of over 6500 rental offices (5400 local markets locations and 419 airport locations) and over 850000 cars, enterprise rent-a-car is the largest rental car company in north America w99ith an annual revenue of $14.1 billion and 68000 employees. In fact with this...
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...Green Days Company. Green Days is a company of a standard size that manufactures organic breakfast cereal since 1985. The company has spent its initial years in creating a good brand image for itself around UK. Serving a good range of cereal to more than 7 cities in the UK has given confidence to the company. This brand serves at least 110 outlets in the UK employing 250 in each outlet. The collection includes: * Cornflakes * Mixed grains flakes * Porridge oats * Muesli * Wheat * Rice * Barley * Honey flakes * Toasted Oats * Multi Grain * Fruit and Wheat Cereal The sales have progressively been growing since the mid 1990’s and are now looking into modernising their range with a breakfast cereal, which will specifically apply to children. We are now planning to introduce its new product to be chocolate based, the target market being children. In these fast paced conditions businesses need to go in order to survive and increase their sales revenue. The cereal has to be nutritious and healthy along with tasty in order for the children to enjoy and demand for more! Current market (Organic Food Sale) Multiple retailers: 2010 = £1,252m, 2011 = £1,189.6m -5% Box schemes/home delivery/mail order: 2010 = £155.8m, 2011 = £167m +7.2% Farm shops: 2010 = £31.55m, 2011 = £30.45m -3.5% Farmers’ markets: 2010 = £17.82m, 2011 = £17.64m -1% Other independent retailers: 2010-£259.3m, 2011-£246.6m -4.9% Why did it...
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...24765_KELLOGGS 8/3/07 08:45 Page 1 www.thetimes100.co.uk Using aims and objectives to create a business strategy CURRICULUM TOPICS • Aims and objectives • Branding • Positioning • Communication Introduction When preparing a strategy for success, a business needs to be clear about what it wants to achieve. It needs to know how it is going to turn its desires into reality in the face of intense competition. Setting clear and specific aims and objectives is vital for a business to compete. However, a business must also be aware of why it is different to others in the same market. This case study looks at the combination of these elements and shows how Kellogg prepared a successful strategy by setting aims and objectives linked to its unique brand. One of the most powerful tools that organisations use is branding. A brand is a name, design, symbol or major feature that helps to identify one or more products from a business or organisation. The reason that branding is powerful is that the moment a consumer recognises a brand, the brand itself instantly provides a lot of information to that consumer. This helps them to make quicker and better decisions about what products or services to buy. Managing a brand is part of a process called product positioning. The positioning of a product is a process where the various attributes and qualities of a brand are emphasised to consumers. When consumers see the brand, they distinguish the brand from other...
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...Loops is a brand of sweetened, fruit-flavored breakfast cereal produced by Kellogg's and sold in many countries. The cereal pieces are ring-shaped and come in a variety of bright colors and a blend of fruit flavors . However, there is no actual fruit in Froot Loops, they are only one flavor. This has led to different methods of production in the UK. Kellogg's introduced Froot Loops in September 1962. Originally, there were red, orange, and yellow loops, but green, purple, and blue were added during the 1990s. In the UK, Froot Loops are purple, green and orange, due to the lack of natural colourings for yellow, red and blue, and are also larger in shape. While the marketing sold each individual loops as a different flavor, Kellogg's...
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...Cereal: The Complete Story ® Let’s make today great™ Quick facts on breakfast cereal. Average calories per serving by breakfast type. Cereal compares favorably to many other traditional choices.1 Children who eat cereal regularly tend to have lower BMIs.*** Studies have shown that the consumption of cereal for breakfast is associated with lower BMI in children, a relationship that holds regardless of the amount of sugar in the cereal.2, 3 Fewer than 4 servings in 14 days 4 to 7 servings in 14 days More than 7 servings in 14 days Percent overweight age 4-6 48% 35% 26% Percent overweight age 7-9 50% 38% 16% Good mornings begin here. The latest science on breakfast cereals. Since introducing Kellogg’s Corn Flakes in 1906, Kellogg has invested decades of science and product development into health and nutrition. From being the first food company to employ our own dietitian, to running our own research labs and closely monitoring independent studies on breakfast, cereal, grains and fiber all around the world, we aim to keep abreast of the ongoing scientific advancements in nutrition and food research and take this into account as we strive to enhance existing cereals and develop new cereals. What we learn constantly shapes our future direction. In the past few years, it’s helped us respond to consumer and market demands to lower sugar and sodium, as well as to increase the fiber and maintain the great taste in many of our cereals. We’re always looking for ways...
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...“United Cereal: Lora Brill’s Eurobrand Challenge“ INTRODUCTION The case is focusing on European division of a giant multinational breakfast food company, which describes a launch decision for a new cereal product. United Cereal (UC) was established in 1910 by Jed Thomas. It was known in the industry, eventually diversified into snack foods, dairy products. Breakfast cereal market was a potential market and there were several major competitors. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry. UC entered European market in 1952 by acquiring an English baked goods company, and then growing it by introducing products from the U.S. line. By 2009, Europe accounted for 20% of UC’s worldwide sales. But at the same time, European market was becoming a complex market to handle. The market varied to a great extent in each of these countries. There were a variety of breakfast traditions and national tastes that differed from each other. So Lora Brill pursue an idea which she referred to as the “Eurobrand” concept that could be adapted for product marketing. Crunch in other European markets with the Eurobrand approach, continuing with Germany and Benelux, as those countries are also in favor of Healthy Berry Crunch. Lora Brill faces a challenge in launching a new product for the European market. Pros of the French Market with Healthy Berry Crunch Healthy Berry Crunch began for Lora, to begin her Eurobrand strategy starting with...
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...United Cereal has a very concrete corporate strategy and culture which they call “The UC Way”. The United Cereal Way includes valuing their mottos “listen to the customer”, “spot the trend, make the market”, and “honoring the past while embracing the future”. This company structures their organization to follow these mottos while maintaining a focus to “commitment, diligence, and loyalty”. The UC Way can be identified as a strength of the organization in that they have a strong set of values and a clear commitment to their vision which can help to guide their decision making. Another strength of this organization is the involvement of their brand management system in every aspect of building the brand from production to sales allowing for efficient involvement and communication to build their brands the right way. In addition, United Cereal’s structure of appointing country managers to be responsible for their own market is beneficial in ensuring that the company is efficiently responding to the needs and demands of that nation’s market as well as limiting the cultural differences and making a new market entrance smooth. United Cereal’s European Vice President Lora Brill has structured the organization with new subsidiaries to enter new markets in Europe. Each national subsidiary is led by a country manager who has the authority to decide how to run the business in that country. The country managers are overseen by three regional presidents. This organization has strengths in...
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...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 will also have aims they wish to achieve. Private sector and public sector aims will vary. Aims are what the business will wish to achieve in the long term. The aim for the private sector is to make as much profit as possible. The main targets are growth, maximum profit and breakeven. The public sector differs all the time as they provide for the public and they will...
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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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...Stakeholder engagement S T R AT E G Y Introduction The Kellogg Company is the world’s leading producer of cereals. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products. Kellogg’s market leading position and reputation is built on its commitment to ethical business practices and its values-based culture. Business values identify the beliefs that the company holds to be the most important. These values then guide decision making and shape the way the organisation behaves. For Kellogg’s, these are referred to as K-Values. Kellogg’s long-term business plans, known as strategies, focus on engaging with its stakeholders to ensure their needs are being met. For Kellogg’s, this means ensuring the highest ethical standards and sustainable business practices. Kellogg’s has a Global Code of Ethics governing how it deals with stakeholders across the world. A sustainable business is one which focuses on minimising any negative impact to the environment to ensure future generations can prosper. Kellogg’s vision and core purpose outline what the company wants to achieve. They guide the organisation’s decision making processes to help meet the expectations of its stakeholders. Kellogg’s vision, which was refreshed in 2012, sets out the company’s main aim: ‘To enrich and delight the world through Integrity & Respect • Accountability • Passion Simplicity • Success • Humility & Hunger Values ...
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...1.0 Introduction 1.1 Background Kellogg Company (often referred to as Kellogg or Kellogg's in its corporate logo, or even more formally as Kellogg's of Battle Creek), with 2011 sales revenue of nearly $13 billion, is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, Toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, BearNaked, Morningstar Farms, Famous Amos, Special K, All-Bran, Frosted Mini-Wheats, Club and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. Its global headquarters are in Battle Creek, Michigan, USA. Kellogg trades under the ticker symbol NYSE: K. When preparing a strategy for success, a business needs to be clear about what it wants to achieve. It needs to know how it is going to turn its desires into reality in the face of intense competition. Setting clear and specific aims and objectives is vital for a business to compete. However, a business must also be aware of why it is different to others in the same market. This case study looks at the combination of these elements and shows how Kellogg prepared a successful strategy by setting aims and objectives linked to its unique brand. One of the most powerful tools that organizations use is branding. A brand is a name, design, symbol or...
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