Kellogg Product Strategy Summary

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New Product Strategy at Kellogg A Product Innovation Charter (PIC), as stated in the book is a document reminding organizations that strategies are meant for products and not processes or any other activities. The PIC is an effective tool used in the process of new product development. In other words, a product innovation charter can be termed as a mission statement, only applied at a micro level within an organization. There are four stages to the PIC that will be charted out for Kellogg Krave in the text below: Background: The market for cereals had been changing and it saw General Mills surpassing Kellog as the number one cereal brand. Successful product lines were launched by competitors and prices were slashed by the use of low…show more content…
The snack bar was marketed and served as an energy booster mid day snack, keeping the working population revitalized by the end of the day. This market focused strategy provided Kellogg a chance to branch into segments it had not targeted before, resulting in an effective market expansion strategy. Goals and Objectives: The goal behind the launch of Kellogg Krave was to branch out in a sustainable market segment that would balance off the fierce competition Kellogg faced in the cereals market. Krave managed to develop a first mover’s advantage, as it was one of the only energy bars present in the market at the time of its launch (1999). Kellogg’s new product innovation strategy not only helped it in tapping into new markets for snacks but it also helped the company in wading off its competition. Guidelines: While launching Kellogg Krave, there are certain elements that had to be kept in mind. The senior management had to realize that the company should effectively tap into the new market while keeping the market extension aligned with the overall image of the brand. This is the reason why, Krave bears a red capital ‘K’ with its…show more content…
Using computers becomes a cutting-edged trend. We should develop a new feature specification for Windows to simplify setup and configuration, to provide an integrated and complete protect mode operating system and to establish a robust computing environment. Higher level strategic plans involve gaining profitability through networking and communication between PCs, printers and telephones. Focus: (a) Technology: The technological focus is to develop a new Windows 95 version that can combine the functions of Microsoft's formerly separate MS-DOS and Windows products. It can utilize multitasking, simultaneous performance of works or more tasks, by a computer's central processing unit. (b) Markets: The market focus provides an incentive in the manner that not only home users but also professional information technology users will use this operation system. Those users, no matter what country or geographical location they are from or belong to, will all enjoy the ease and convenient use of this operation system. Goals and

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