Market Strategy for Kellogg’s Products
Eric L. Walden Jr.
October 24, 2011
The purpose of this paper is to describe a company’s marketing plan. The author of this paper has chosen to conduct research on Kellogg’s company and describe this company’s marketing plans that have enabled them to be successful for over one hundred years. The first topic discussed is what type of products the Kellogg’s company offers and identifying the company’s primary characteristics. The next topic that will be covered is the company’s product branding strategy. This section of the paper will address how the Kellogg’s company chose to name products and how they will market these products to consumers. Then, the paper will discuss how Kellogg’s products fit within its product lines and how does it products relate to the breadth and depth of the company. The last topic that will be covered is how the product and target market strategies fit with the organizational strategy. After reading this paper, the reader will have a better understanding of how company’s choose to select products to offer to consumers and how they will market these products to them.
Discuss the type of product the company will offer and identify its primary characteristics.
What is a product? The term product can be referenced to one specific item in general, or it can be used to reference an entire product profile. A product profile includes the entire market offering, pricing, and image of the brand. For Kellogg’s, its product profile includes a wide variety of whole grain healthy foods that range from several brands of cereal to crackers and snack foods (Iacobucci, 2010).
The Kellogg’s company was founded in 1906 by W.K. Kellogg. W.K. Kellogg had a vision of providing great tasting, healthy, nutritious food. The Kellogg’s company began as a small manufacturer and marketer of “better for you breakfast” food....