This is a report on the exploration and evaluation of the marketing strategies implemented by Kellogg Company for the marketing of Kellogg Cornflakes a popular home name among branded breakfast foodstuff. Kellogg cornflake is a cereal product which is highly used by children and individuals as breakfast time foods. Cereals are major popular items at the grocery store. Kellogg Company is a leading producer of cereal and a leading company of convenience foods, including cookies, crackers, toaster pastries, cereal pubs, fruit-flavoured snacks, freezing waffles and veggie foods. The record explores the marketing strategies for Kellogg Cornflakes on the basis of the promotional methods and concentrate on consumer. In addition, it makes some advice for the improvement of these marketing strategies.
Marketing is a fundamental facet of any organisation lasting competiveness. It really is in the centre of the company and a key driver of its financial and economy performances. Following its importance, organisation defines the best appropriate ways to advertise the company and its product. Kotler et al (1999, p. 7) notes that today's successful organisation is one which is dedicated to sensing, providing, and the satisfying of the needs of the customers in well-defined market segments. Marketing reaches the core of this. Marketing is merely "the delivery of client satisfaction at a earnings" (ibid, p. 7). Therefore, marketing requires the process to identify and satisfy the need of the consumers. These processes are made in a number of parts, and the key reason for this short article is to recognize, investigate and examine this process when it comes to Kellogg Cornflakes.
In this light, this report will research and measure the design of Kellogg Cornflakes to satisfy and attend to the needs of the buyer. The consumers as recognized are parents and elderly adults; they signify the primary buyer of the product. The transmitting of the company's offers to the specific aim for is therefore very important in the process to fits consumers satisfaction. Specifically, it pertains to the id of target consumer, recognition of aims of the goods (Kellogg Cornflakes), evaluation of multimedia options and recognition of greatest multimedia vehicle and the content of the concept both in conditions of the verbal and aesthetic material of the meaning. Therefore, the inspection and evaluation of the marketing approaches for Kellogg Cornflakes would be achieved on the basis of concentrate on consumer and the promotional methods. However, these are simultaneously analyzed in the context of traditional marketing mix within the customer perspectives of four Cs of marketing. This section followed by recommendations on the best ways Kellogg Company needs to start marketing Kellogg Cornflakes. It also serves as the conclusion.
3. 0 Promotional methods/marketing tools
The most obvious modern marketing tool for Kellogg Cornflakes are the company newsletter which features all its product and latest information on each, mass advertising i. e. , Television and print multimedia, and direct campaign i. e. , coupons. The company is using the right marketing tools through such avenues as newsletter that kept updating the consumer on latest improvement and available offers by Kellogg Company; its television set advert in United Kingdom which is dependant on the sunshine road breakfast and "putting the nice in good morning" and its own direct promotion by using coupons which enable consumers to redeem prices. The coupons allow customer to lay claim package of cereal. That is even made much easier by allowing the clients to lay claim the free field of cereal coupons on the Kellogg's promotional website (www. freecereal. co. uk).
Kellogg's Company promotional methods show it target more on its goal consumers in order to enter their minds. The business recognises the must enter the intellects of its customers that are also important towards getting information from the customers. Kellogg Cornflakes isn't only appealing in outlook and articles, its promotional offer of free cereal pack are also appealing to customers. Therefore, through its coupons Kellogg management is aware of price awareness of consumers and gives out coupons that will enable the consumer redeem a free of charge cereal pack which is an indirect way of price lowering. The company has also been using the presentation of Kellogg Cornflakes to affect consumer values about the product. Kellogg Cornflakes has colors green, crimson and yellow which depict perceptions of inexperienced as wellness, pure, organic, purple as creativeness and level of sensitivity and yellowish as brightness, happy and uplifting. Color plays an essential part of business and marketing at both tactical and tactical level since it affects consumer feelings and behaviours towards a particular product (Wright 2006, p. 115-116).
Kellogg cereal promotional offers such as media and will be offering from Kellogg i. e. , coupons, special offers and promotions, great tasting recipes, nutrition tips, product sneak peeks and getting great keeping on the products ensure the business maintain steadily its competitiveness. Using its impressive promotional adverts, with the ability to strengthening the company market stocks and develops more focus organisation. Doyle (2000, p. 1) affirms that in today's quickly changing environment, an organization cannot long maintain market show of profits unless it is impressive. While, keeping up to date with competition in the meals industry, it hasn't in any way bargain it product's value. It consistently provides its teeming customers healthy food and as specified on the product packages. However, it is well known that Kellogg Cornflakes campaigns are made based on the specs of targeted consumers, in cases like this mainly children. Therefore it has fancy phrases; fancy brands and pictures specifically to catch the attention of children who as previous stated are the highest consumer of cereals.
3. 1 Target Consumer
The target consumers for Kellogg Cornflakes are children. Therefore, this group of consumers can identify Kellogg Cornflakes one of the tens of cereal boxes in the food markets. Kellogg Company designs Kellogg's Cornflakes is undoubtedly a means that is very attractive to children. The picture on the area is cork hen head, which is strong enough to attract children attention. Children are assumed to like chickens, it fascinates them. So the load up design with cork mind will fascinates children to attract the attention of these parent to buy Kellogg's Cornflakes. It really is a visual message that children understand easily. Therefore, for children as the buyer, it is convenience and an easy way to discover a product they need as well as ensure their parents purchase it. The power of your company to recognize customers need and would like and design products that meet this need and would like is what Fifield represents as real marketing (2004, p. 112). The design on the Kellogg Cornflakes package captures the customer convenience and communication as it relates to children. The visible communication content points out how this product is publicized to children.
On the area of the parents and the elderly who eat cornflakes, they may be rarely concern about the aesthetic material of the adverts but instead the real articles in the cereal container. This has to do with the quantity of cornflakes inside the package and the nutritional contents. In this respect, they will want to search for cereals that are healthy by looking at their nourishment fact labels. Along with the nutrition labels boldly inscribed on the side of the pack of Kellogg's Cornflakes, the parents/ individuals have the ability to check through the nutrition label, which is certainly to meet the nutrition standard for a healthy living. In essence, the product description as low in saturated excess fat and cholesterol possesses several natural vitamins will get the attraction of this band of consumers. This designs their identified value of the merchandise. Kotler and Keller (2006, p. 141) argues that customers calculate that offer will deliver the most perceived value and take action on it. Consumers are more informed and informed than ever before, plus they have the tools to check companies' statements and seek out superior alternatives (Ibid, p. 141).
Certainly, a parent or guardian would not want to buy detrimental product for the child likewise, an adult would not buy harmful foodstuff. By regularly updating the vitamin material of this product therefore, Kellogg Company ensures that the product satisfies the changing consumer needs. In addition, it has varieties of the product to meet different needs of consumer. This points out the promotional facet of the marketing mix and where communication really concerns. The product aspect shown in nutrition fact label points out what's good about Kellogg Cornflakes that is by giving healthy food using its fat specs near 0 and letting the prospective consumer aware of it easily. However, the probability an adult will not concern itself with the graphics on the Kellogg Cornflakes will not remove the idea that package graphic is very important in conditioning or weakening marketer's explicit verbal boasts (Bone and France, 2001). For instance, renewable is often used on a product offer, especially foodstuffs to denote wellbeing because consumers affiliate the color with "fresh, pure, organic" (Ibid, p. 468).
4. 0 Recommendation
Kellogg Company has pretty much focus on marketing approaches that are meant to influence sale and turnover of the business. It offers relegated to the backdrop the need to make consumer happy, not just from the satisfaction derives from the merchandise but also by developing a healthy customer associations that seeks to secure customer loyalty. Due to the lack of customer relationship aims at guaranteeing customer devotion rather that aimed mainly at product performance, this analysis recommends that the business upgrades its Kellogg Kid's Team. The Kellogg Kid's Club should be sponsor in every major primary school in the united states. This club that'll be taking place once a month will incorporates beautiful account telling about nourishment and wellness. This can ensure that Kellogg's Cereals are founded in the intellects of the kids and even if their parents never have been purchasing the product, the kids will persuade these to doing this on the long term.
Another important area that requires account is in the facet of newsletter. Certainly, the goal of a publication is to supply the necessary data that consumers need in regard to something. However, due to the fact children will be the major consumer of Kellogg Cornflakes, there should be a publication or children mag that will covers such aspect on cartoons that children are most interested in. Corey, 1991 and; Kotler 1994 agree that "market targeting means major dedication to gratifying the needs of particular customer groupings through the development of specific potential and investment in dedicated resources" (Slater and Olson 2001, p. 1056). It should use striking and remarkable graphics that will sketch the interest of children to want to read the journal. Although they are children, the graphic pictures in the mag should be to convey almost all of the advertorial announcements. Hamilton states that people shouldn't underestimate the reader's intellect but never overestimate their hobbies (1996, p. 11).
By regularly mailing cartoon periodicals to children, it'll ensure their devotion to Kellogg to adulthood. In actual fact, creativity is the heart and soul of new paradigm on customer marriage management, and it those organisations that adopt a highly effective, well-conceive customer romance that will succeed in the 21st century (2003, p. 3). The Kellogg Kid's Club will be an avenue to let children join the magazine and will be dispatch to them via regular email. Apart from ensuring the devotion of the children, it'll ensure that the business own an encompassing repository of its consumer, which is vital for the company to tapped in to the value that is locked for the reason that customer base beyond what it currently offers. Therefore, by focusing on targets and keeping track of children and parents that are committed to Kellogg's line of products, it will be able use the databases for future market forecast. This is very important to the organisation performance.
The simple fact that kids are central influencing factor on the parent or guardian necessitates that Kellogg should think about the location of its print media advert expenses planks. Understanding and identifying who has influence on Kellogg Cereal products will allow the company to understand how such group apply their effect and how to carefully turn that in to the company's edge. Therefore, given the impact the children can have on the parents buying decisions, it is essential that Kellogg Cornflakes advertorial be put around children institutions. Outdoor advertising is one of the main marketing tools that Kellogg Company should employ to win the interest of its focus on consumers. Advertising space is really as important as the advert itself therefore the adverts must mirror creativity that targets children sentiments. Hence, to focus on this sentiments and captures the attention of children, the billboards should be positioned close and around children colleges. At the same time, such outdoor adverts must mirror the merchandise as affordable, cost effective for money and meets the typical requires on the market.
There are a lot of cereal production companies and some other major brands that posed hazards to Kellogg's show of the market using price competition and product proliferations. To be a subject of facts, market competition is heated up up in the breakfast cereal market as smooth sales and low price are predominant. Simply, there are a great number of cereal bins out at the grocery store and therefore Kellogg advert should focus on what differentiate and helps it be product much better than others. At the same time, the marketing of Kellogg's cereal product should also reflect optimum customer value through prices and the material in the boxes. This should be made clear to the consumer. Additionally it is adviceable to get product catalogues to the customers. A regularly mailed catalogue is a primary way of marketing that can improve the sales volume and help out with customer loyalty bottom. The customer romantic relationship marketing (CRM) consists of a variety of marketing intervention such a primary mail, internet contacts, personal selling contacts, telephone contacts etc (Rust and Verhoef, 2005). In this way, the children would be able to compel their parents to always buy Kellogg Cornflakes given that they will be able to say: mum please why don't we buy Kellogg, I love it and after all it isn't expensive and good for health.
5. 0 Conclusion
Therefore, Kellogg market share is increasingly been challenged not only by other major brands but also by private label cereals product. Private labels cereals products tend to be more cheaper compare to the high price of top quality cereal product. This underscored the necessity for Kellogg to obtain an effective online marketing strategy so as to maintain steadily its competitiveness in the industry. As explained by Slater and Olson (2001) marketing strategy is an essential element that decides an organisation determination to accomplish it set goals and goals. It's the set of designed decisions and actions by which an organisation desires to achieve and meet its objectives and the worthiness requirements of its customer (Ibid, p. 1056).
The study show that Kellogg Company concentrate of customer, that is it decides the 4 C's of consumer-side marketing by concentrating on cost, customer value, consumer and communication. As Saunders et al have stated, relationships with customer is a substantial advantage generating resources (2008, p. 144). Kellogg Company has thus establishes a brand name not only in the intellects of its customer but also in the industry that distinguishes and differentiates its product from those of others in the cereal breakfast time market segments. Kellogg Cornflakes brand allows allow the consumer to identify their desirable characteristics and qualities with the product. This enables the client to have a marriage with the brand and so they feel complete because of the brand. The business knows its concentrate on as well as the people that consume the product (mainly children). It capitalizes on this, and which consists of marketing approaches its product was able to get in the heads of its customers. Customer may also pay more as a result of value they get from the brand since they have been associated with it.
