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凯洛格玉米片的营销策略

时间:2016-02-12 09:17来源:www.ukassignment.org/ 作者:留学作业网 点击:
凯洛格玉米片的营销策略
 
这是一篇关于调查和评估凯洛格公司所采用的营销策略的报告,探究凯洛格的玉米片品牌为什么能够在早餐食品行业家喻户晓。凯洛格玉米片是一种谷物产品,很多成人和儿童将其作为早餐食品。谷物是食品杂货店的主要销售物品。凯洛格公司是谷物生产的领导者和方便食品生产商中的领头者,旗下商品包括曲奇,饼干,烤面包糕点,谷物棒,水果味的零食,冷冻华夫饼和素食食品。该报告研究了凯洛格玉米片针对于促销方法和目标消费者的营销策略,并对这些营销策略的进一步完善也提了一些建议。
 
营销是所有企业维持可持续竞争力的一个基本方面。它是组织的核心,是其金融和经济表现的关键驱动力。正是因为它的重要性,组织为如何针对公司及其产品进行市场营销制定了详细方案。
 
The Marketing Strategies Of Kellogg Cornflakes 

This is a report on the investigation and evaluation of the marketing strategies adopted by Kellogg Company for the marketing of Kellogg Cornflakes a popular household name among branded breakfast foodstuff. Kellogg cornflake is a cereal product which is highly consumed by children and adults as breakfast foods. Cereals are major popular items at the grocery store. Kellogg Company is a leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles and veggie foods. The report explores the marketing strategies for Kellogg Cornflakes on the basis of the promotional methods and target consumer. It also makes some recommendation for the improvement of these marketing strategies.
 
Marketing is a fundamental aspect of any organisation sustainable competiveness. It is at the heart of the organisation and a key driver of its financial and economy performances. As a result of its importance, organisation defines the best appropriate ways to market the company and its product. Kotler et al (1999, p. 7) notes that today's successful organisation is one that is dedicated to sensing, serving, and the satisfying of the needs of the customers in well-defined markets. Marketing is at the core of this. Marketing is simply "the delivery of customer satisfaction at a profit" (ibid, p. 7). Therefore, marketing involves the process to identify and satisfy the need of the consumers. These processes are made in several parts, and the main purpose of this short report is to identify, investigate and evaluate this process in regards to Kellogg Cornflakes.
 
In this light, this report will investigate and evaluate the design of Kellogg Cornflakes to satisfy and attend to the needs of the consumer. The consumers as identified are parents and older adults; they represent the main buyer of this product. The transmission of the company's offers to the specific target is therefore very important in the process to meets consumers satisfaction. Specifically, it relates to the identification of target consumer, identification of objectives of the goods (Kellogg Cornflakes), evaluation of media options and identification of best possible media vehicle and the content of the message both in terms of the verbal and visual contents of the message. Therefore, the investigation and evaluation of the marketing strategies for Kellogg Cornflakes would be done on the basis of target consumer and the promotional methods. However, these are simultaneously examined in the context of traditional marketing mix within the customer perspectives of four Cs [1] of marketing. This section followed by recommendations on the best ways Kellogg Company needs to go about marketing Kellogg Cornflakes. It also serves as the conclusion.
 
1.0 促销方法/营销手段-1.0 Promotional methods/marketing tools
 
The most noticeable contemporary marketing tool for Kellogg Cornflakes are the company newsletter which incorporates all its product and latest news on each, mass advertising i.e., TV and print media, and direct promotion 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 advert in United Kingdom which is based on the sunshine street breakfast and "putting the good in good morning" and its direct promotion by using coupons which enable consumers to redeem prices. The coupons allow customer to claim box of cereal. This is even made much easier by allowing the customers to claim the free box of cereal coupons on the Kellogg's promotional website (www.freecereal.co.uk).
 
Kellogg's Company promotional methods show that it focus more on its target consumers so as to get in their minds. The company recognises the needs to get in the minds of its customers which are also important towards getting information from the customers. Kellogg Cornflakes is not only appealing in outlook and contents, its promotional offer of free cereal box are also appealing to customers. Therefore, through its coupons Kellogg management is aware of price sensitivity of consumers and gives out coupons that will enable the consumer redeem a free cereal box which is an indirect way of price reduction. The company has also been using the packaging of Kellogg Cornflakes to influence consumer beliefs about the product. Kellogg Cornflakes has colours green, purple and yellow which depict perceptions of green as wellness, natural and organic, purple as creativity and sensitivity and yellow as brightness, happy and uplifting. Colour plays an essential part of business and marketing at both strategic and tactical level since it affects consumer emotion and behaviours towards a particular product (Wright 2006, p. 115-116).
 
Kellogg cereal promotional offers such as news and offers from Kellogg i.e., coupons, special offers and promotions, great tasting recipes, nutrition tips, product sneak peeks and getting great saving on their products ensure the company maintain its competitiveness. With its innovative promotional adverts, it is able to strengthening the company market shares and develops more focus organisation. Doyle (2000, p. 1) affirms that in today's rapidly changing environment, a company cannot long maintain market share of profits unless it is innovative. While, keeping abreast of competition in the food industry, it has not in any way compromise it product's value. It consistently provides its teeming customers healthy food and as specified on the product packs. However, it is notable that Kellogg Cornflakes promotions are made according to the specification of targeted consumers, in this case mainly children. Therefore it has fancy phrases; fancy labels and pictures specifically to attract children who as earlier stated are the highest consumer of cereals.
 
1.1 Target Consumer
 
The target consumers for Kellogg Cornflakes are children. Therefore, this group of consumers should be able to identify Kellogg Cornflakes among the tens of cereal boxes in the grocery stores. Kellogg Company designs Kellogg's Cornflakes is such a way that is very attractive to children. The picture on the park is cork hen head, which is bold enough to attract children attention. Children are assumed to like chickens, it fascinates them. So the pack design with cork head will fascinates children to draw the attention of their parent to buy Kellogg's Cornflakes. It is a visual message that children understand easily. Therefore, for children as the consumer, it is convenience and an easy way to find a product they want as well as ensure their parents purchase it. The ability of a company to identify customers need and wants and design products that meet this need and wants is what Fifield describes as real marketing (2004, p.112). The graphics on the Kellogg Cornflakes box captures the customer convenience and communication as it relates to children. The visual communication content explains how this product is advertised to children.
 
On the part of the parents and older people who eat cornflakes, they are hardly concern about the visual contents of the adverts but rather the real contents in the cereal box. This has to do with the amount of cornflakes inside the box and the nutritional contents. In this regard, they will want to search for cereals that are healthy by looking at their nutrition fact labels. With the nutrition labels boldly inscribed on the side of the box of Kellogg's Cornflakes, the parents/ adults are able 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 fat and cholesterol and contains several vitamins will catch the attraction of this group of consumers. This shapes their perceived value of the product. Kotler and Keller (2006, p. 141) argues that customers estimate which offer will deliver the most perceived value and act on it. Consumers are more educated and informed than ever, and they have the tools to verify companies' claims and seek out superior alternatives (Ibid, p.141).
 
Certainly, a parent would not want to buy unhealthy product for the child likewise, an adult would not buy unhealthy foodstuff. By regularly updating the vitamin contents of this product therefore, Kellogg Company ensures that the product meets the changing consumer needs. It also has varieties of this product to satisfy different needs of consumer. This explains the promotional aspect of the marketing mix and where communication really matters. The product dimension shown in nutrition fact label explains what is good about Kellogg Cornflakes that is by providing healthy food with its fat specification near 0 and letting the target consumer aware of it easily. However, the possibility that an adult will not concern itself with the graphics on the Kellogg Cornflakes does not remove the fact that package graphic is very important in strengthening or weakening marketer's explicit verbal claims (Bone and France, 2001). For instance, green is often used on a product package, particularly foodstuffs to denote wellness because consumers associate the colour with "fresh, natural and organic" (Ibid, p. 468).


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