Each culture contains small subcultures, or a group of people with shared value systems based on common life experiences and situations. Different cultures have an influence on the buying behaviour and these may vary greatly from country to country. Marketers are interested in the roles and influences of the wife, husband and the children on the purchase of the products.
It has applied appropriate marketing and promotional strategies to achieve its leadership position. Kellogg is a company based in America and produces a range of brands.
Range of products form tasty cereals to healthy breakfasts helped the company in achieving its leadership position Marketing Week Company uses many marketing and promotional techniques to gain its competitive advantage.
Promotional strategies used by Kellogg Company is identified and analyzed below. Promotional activities are required by Kellogg because without promotion it would not be able to make its consumers aware about its products.
It is essential for a company that the target consumers of the company have knowledge about the products of the company. Kellogg is involved in many promotional activities. Promotional activities applied by Kellogg encourages its target audience to purchase its products as in these promotional activities Kellogg tells its consumers about those benefits that they will get while having products of Kellogg.
Kellogg uses many promotional activities like advertising, event management, above the line promotion and below the line promotion. Activities implemented by Kellogg are described below in this report.
Kellogg is able to manage effective promotional activities which are not focused only at its consumers but also at its suppliers and distributors. Promotional activities applied by Kellogg involve mainly three important factors: Consumers are the main focus of promotions of Kellogg.
It has a range of products and with effective promotional techniques Kellogg wants to make its consumers aware about its products. Kellogg uses advertising techniques to send its messages to the consumers. Messages which are required to reach at the consumers are the features of the products as well as the benefits that the consumers will get by consuming the products of Kellogg.
Promotional activities cannot be completed without a proper trade practices. When promotions are done people become aware about the products and then advertising encourages them to purchase the products.
When consumers go to the retail outlets or shops the products should be available there and this can be done with proper trade. Kellogg is able to manage its trade practices efficiently which helps it in its promotion Kellogg School of management With the help of all the above mentioned factors Kellogg applies effective promotional strategies.
Different promotional activities at Kellogg aim different target audiences. According to the activities given in the case study Kellogg targeted family members in the event of Star War TM Movies.
This event was conducted by Kellogg on a large scale and attracted the attention of families towards the brands of Kellogg.
This event was a large scale event and Kellogg needed better trade practices to fulfill the requirements of the consumers. As we discussed above that trade and advertising both are necessary for an effective promotional activity, Kellogg used advertising as well in this event.
It gave a 30 second Television commercial so that it can support is promotional event. This event was the biggest event of Kellogg for families which was conducted with the help of Television commercial as well as online support.
Kellogg used contests, special offers, prizes etc to attract it consumers in this event. These kind of promotional techniques help companies in making its good image into the mind of consumers e. Kellogg produced more than 30 million promotional packs and these packs included free gifts like mini Lightsabers TM as well as consumers can also get the Lightsabers signed by actor Christopher Lee.
In this activity Kellogg not only provided its products, special offers and prizes to the consumers but also it used a celebrity which helped it in its promotion. This event also included some special offers and prizes. Apart from above mentioned promotional activities Kellogg is also involved in above and below the line promotions.
Kellogg used both the promotional methodology in Star War TM event as we have already discussed that Kellogg prepared a thirty second television commercial in the Star War TM event to attract the consumers which will come under above the line promotion. Television commercial is an above the line promotional activity because it is paid directly.
The special offers and prizes offered by Kellogg will come under below the line promotion as below the line promotion involves those techniques which do not use direct advertising and promotes the products e.
In short we can say that Kellogg uses approximately all the techniques of promotion whether it is advertising through print media, electronic media, internet or stories, special offers and prizes.
In our case study we find that Kellogg uses events to promote its brands and in these events it uses promotional activities like special offers, prizes as well as television commercial. Whenever a company goes for a promotional activity it is required to fulfill the legal requirements of the promotions and consumer law according to that particular country.
As we have discussed above that Kellogg is available in more than countries therefore the legal requirements of different countries would be different and it needs to understand those requirements carefully so that there will not be any chance of bad ads.
Here bad ads mean those ads which are not according to the legal requirement of the country. Advertising campaigns which do not follow the legal requirements are charged and companies have to bear high financial penalties. Kellogg successfully understands this thing and conducts its promotional events within the requirement of the law.Special K is a successful brand, with a good level of innovation and communication.
It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’.
SWOT Analysis of Kelloggs Special K with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis. Kellogg is market leader in the ready to eat cereals production. It has applied appropriate marketing and promotional strategies to achieve its leadership position.
Kellogg is a company based in America and produces a range of brands. The brands of Kellogg mainly include Corn flakes, Special K, Pop – Tarts and Nutri –Grain. Kellogg Company is a strong market leader in the production of cereal and convenience foods.
With reported earnings of $ billion. Kellogg trades under the ticker symbol NYSE.K. This marketing plan is aimed at extending Special K product line, one of the many Kellogg Company brands.
Customer Analysis: Special K' cereal and bars. KELLOGG: BUSINESS AND MARKETING STRATEGY. TASK 1. Special K, Pop – Tarts and Nutri –Grain. Range of products form tasty cereals to healthy breakfasts helped the company in achieving its leadership position (Marketing Week ).
If you want . Kellogg's Market Research. Download. BBS2 Market Positioning Marketing positioning has been defined as „the place a product occupies in a given market, as perceived by the relevant group of customers‟ (Blythe, ) Product positioning is strongly related to perception and image.
For example Kellogg‟s Special K targeted.