Kelloggs The Worlds Leading Breakfast Food Manufacturing Business Marketing Essay

Kelloggs The Worlds Leading Breakfast Food Manufacturing Business Marketing Essay de simplyKelloggs company formed in 1906 became worlds leading breakfast aliment manufacturing business. Well known for its brand of cereals, Kelloggs had thirty per cent (30 %) sh be of the breakfast food food marketplace place in the world. Kelloggs has its main market in United States, Canada and Australia. Fruit Loops, Frosted Mini-Wheat, Corn Flakes and Corn Pops are the most popular produces by Kelloggs (Kelloggs, 2011).Marketing schema can be defined as the plan of actions butted to a certain group of people for whom the products are made, to make an image of the products in the judgings of these people. Usually greathearted companies spend a lot of funds on their marketing research in order to come up with ideas of formulating a marketing plan (Grant, 2010).Kelloggs attend its marketing strategies in a vey clear way. It has targeted its customers and tries to retain the share it has i n the market currently. Kelloggs company has its mission and vision very clearly stated which it fol depleteds in its marketing plan as rise up (Boyer and Hult, 2005).Kelloggs CompetitionThe market for the breakfast food has a oligopolistic nature and therefore there are few bend of companies and all enjoy a big chunk of market share. These companies include Kelloggs, General Mills, Quaker Oats and Post. Due to nature of the market, there is a very little price wars among the companies.Among these companies only Kelloggs is the one who deals in only cereals, other companies have diversified in other types of food as well. Therefore Kelloggs made its decoct on just the cereals and gained its revenues out it.Kelloggs SWOT AnalysisStrengthsOne of the biggest strengths of Kelloggs is that it has existed in the market for over cytosine years because of which people recognize its name and it carries a very strong brand recall as well as high brand awareness.Maximum share occupation in the market of rough 42% globally which is almost thrice of its competitors.A very large lop of well managed products.An image in the market of sanitary and nutritious food productsKelloggs has an image of good corporate social organization, because of its recent campaign of share your meal with Kelloggs it has gained a good perception in consumers mind. This campaign was about manduction the breakfast pictures with the company and the company will save money on photography with which it will give charity to poor for breakfast (Rave Reviews, 2011).WeaknessesThere are low barriers to entry in the marketThe products produced by Kelloggs need extensions or upgrading because of the facts that they have not launched any new product in last quartet years delinquent to which all of the products are in their maturity phase, soon to enter into declining phase.Soon the costs of production is expected to go high due to the increase in the utility rates because of which the prices will have to be increase, jeopardizing the market share.Due to lack of diversification, it is expected that Kelloggs might loose its market the homogeneous way its share is getting low in US market.OpportunitiesKelloggs can extend and diversify its range of products by launching new flavours or ever-changing the package style etc.Kelloggs has the potential to capture the new markets as well which are still left un exploited.Kelloggs has a chance to take over the small companies dealing in breakfast food stuff which will benefit Kelloggs by increasing its production capacity.ThreatsBecause of low barriers new entrants are debut seance competitive threat to Kelloggs.Increase in the utilities which in turn are increasing the production cost for Kelloggs.The price wars between the market giants and the Kelloggs.Cheaper engineering giving ease to new entrants to enter into the market.Kelloggs Competitive EdgeKelloggs has its competitive edge in the market because of its experience of yea rs, it has been in the market since 1906 which makes it more(prenominal) than hundred years in the industry because of which it has strongest brand identity among all breakfast food sector. Researches prove that people when asked about a company which comes in their mind on listening the word cereal, they replied with Kelloggs. This has helped Kelloggs to gather a huge number of loyal customers who might prove to be an asset even if the prices goes up, they will extend customers of Kelloggs (Kelloggs Company, 2010).Kelloggs has another competitive edge which it utilizes in its operations it is strategic cookery of business. Kelloggs top watchfulness as well as the lower staff is well integrated by means of the strategic planning and get well coordinated in their actions because of it which results in effective and efficient operational outcomes. This not only helps the management to take correct decisions at exact time but also helps them to maintain the relations with their cu stomers effectively (Kelloggs, 2011).Another competitive advantage that Kelloggs enjoys is that the market for breakfast food follows Oligopoly concept of economics, there are few act uponers in the market amongst whom Kelloggs has the top position with the highest market share both company wise and the product wise.Kelloggs Targeting and PositioningTargeting deals with the selection of a certain segments of population and then choosing one or two out of them to cater to the needs of people belonging to those segments (Applbaum, 2004). Kelloggs has its target segments into different categories the major two are discussed below.KidsKelloggs has targeted its few products for Kids giving an impression of healthy food before starting the day and leaving for school. The age range to which Kelloggs cater to in Kids category is between 4 years to 10 years (Brand Republic, 2002).Health Conscious PeopleKelloggs has eternally maintained an image of healthy and nutritious food manufacturers in the market and therefore its target market also incorporates people who are health conscious and want to maintain their weightiness and shape. To ensure that much(prenominal) image is maintained in the market, Kelloggs started showing its ingredients and nutritional values on their products packaging.Kelloggs Positioning StrategyKelloggs has positioned itself differently in different countries end-to-end the world. In the places where Kelloggs has a strong market share or has been operating for a long time has positioned itself an expensive healthy food, such strategy is followed in places like United States and United Kingdom.In places like India or Taiwan, where Kelloggs is a new brand and is in the stage of attracting customers, it has launched itself on relatively lower prices but has maintained the quality of product at the akin par (New York Times, 1994).Kelloggs Marketing StrategyKelloggs is following currently many marketing and promotional strategies, some of these p romotional strategies are discussed belowFree in the BoxKelloggs Free in the box offer includes coupons of $3 to $5 attached on the marked boxes of products. net profitKelloggs has many internet campaigns currently which includes a game of racing cars introduced for kids in which there is the life line of Kelloggs and picking up Kelloggs boxes increases the points of the player.Another internet ground promotional technique is that on playing games and collecting points, winner gets gift hampers from Kelloggs including Kelloggs products to attract the kids towards itself.Movie TicketsAnother offer valid in Kelloggs products is just to select the form available at the back of the products, mail it to the given P.O Box no and receive free movie tickets.Kelloggs has the largest share in the market, but because of the low barriers to enter, Kelloggs might face some troubles retaining such share so Kelloggs is left with the option of focussing on the fourth (4th) P of Marketing Mix.Reco mmendationsThere is always a room for improvement and recommendations in the operations of a business, therefore some of the recommendations which Kelloggs can follow and which might bring some good reassign in their efficiency and results are discussed below.Kelloggs cost has been increasing due to increase in utility rates to cut down its cost it can slipperiness its production plant to country with low labour cost like china.Kelloggs has potential to capture new markets which are un-exploited still by other competitors as well. This will help it to increase its market share as well share in the capital.Kelloggs has been able to retain its loyal customers because of its efficient strategic planning but Kelloggs should plan its marketing plan in such a way that their loyal customers should suggest the brand to others too, this needs some research in the marketing department.Kelloggs has been there in the market for over hundred years but still it should start a campaign of word o f mouth through some tactical marketing move, as it is proven by researches that word of mouth increases sales.Kelloggs products have reached their maturity level and needs some kind of upgrading and changes, the market still is high and demands for cereals and ready to eat food stuff therefore Kelloggs can take advantage of the fact and just by changing the packaging or adding new flavours it can increase its market share and shift its products graph towards developing stage again.Because of low barriers to enter, new entrants are entering and posing competition to Kelloggs. Kelloggs should take over the few small companies dealing in the uniform market.As Kelloggs targets towards children through its products, it should organize such events where the characters endorsing the Kelloggs products in advertisements can play and conduct some fun activities amongst children and their mothers.Kelloggs should target schools as well, through in-school marketing, children adapt more and put a pressure on their parents to use the same product they have seen other friends victimisation at the school.Kelloggs no matter has been the market leader for quite a time but still to maintain the same position it should come up with new products with new creative and innovative ideas.In some of the countries where culture plays an important role, Kelloggs should target through cultural events and occasions.At the time of religious festivities, there should be some new schemes and campaigns like at the time of Christmas for Christians, Eid for Muslims and Easters and Divali for Hindus.Kelloggs has indirect competition too so to overcome that it should market itself in such a way as to prevent its customers from shifting to substitutes like indirect competitors.Kelloggs should introduce toys and stationary for kids with the brand identity of the rabbit and hurt characters it shows in the advertisements. This will increase the brand awareness and the kids will get emotionally atta ched to the characters in shape of their toys and would pressurise their parents to make purchase of the same item.Kelloggs should once a year launch a cartoon movie including all he characters of its products showing them healthy and in positive light using Kelloggs products. Such advertising techniques have always been successful in the past.Kelloggs spend a big amount on its marketing and advertising, it should use the celebrity endorsements as well because people tend to copy the celebrities more rather than the athletes that Kelloggs have been showing in its advertisements.Internet marketing through social networking has taken a surge suddenly, Kelloggs should outsource such promotional activities and should work on it in order to attract people using these mediums.ConclusionKelloggs has been in the market for more than hundred years. It is very difficult for any other company to take the position of Kelloggs in the market and therefore Kelloggs enjoys its position but yet it d eals and takes vexation of all the issues that might jeopardise the position it holds in the market. Managing the operations in a strategic way and planning the marketing tactics in such a way that it maintains the market share and retains its loyal customers by providing them the best and healthy food, coming up to the expectations of the customers.