Kellogs Marketing

Contents

Introduction 5

1. Current marketing situation 6

2 1 Macro environment. 6

2.1.1 Political forces 7

2.1.2 Economical Forces 7

2.1.3 Technological Environment 7

2.2Microenvironment 7

2.2.1 The company 8

2.2.2 The suppliers 8

2.2.3 Market intermediaries 8

2.2.4 The Customers 9

2.2.5 The Competitors 9

2.2.6 The Public 9

3 SWOT Analysis 10

3.1 Strengths 10

3.2 Weaknesses 11

3.3 Opportunities 11

3.4 Threats 12

4 Market segmentation 13

4.1 Positioning 13

5. Products 13

5.1 Brands 14

6 Pricing strategies 14

7 Promotion strategies 14

8 Distribution Channel 15

Conclusion 15

References 15

Introduction

The Kellogg’s company began in 1906 as the Battle Creek Toasted Corn Flakes Company In 1922 it changed its name to Kellogg when it began making cereals other than cornflakes in 1922. Kellogg main philosophy as stated in their company website was the idea of improving diet which will improve the health of the people. The company’s main dedication t is to make quality products and improving the health of its customers. Kellogg’s produces ready to eat cereals, cookies, cracker toasters, pastries, cereal bars, frozen waffles and meat alternatives. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo Cheez-It, Club, Nutri-Grain, Rice Krispies, All-Bran, Special K, Mini-Wheats, Chips Deluxe, Sandies, Morningstar Farms, Famous Amos and Kashi. According to Euromonitor, Kellogg has maintained its strong lead in global breakfast cereals and snack bars over the period 2001-09 with the value share of 33 percent and 20 percent respectively in the year 2009

1. Current marketing situation

Kellogg is a global organisation manufacturing products in 18 countries and selling the products to more than 180 countries. The company’s brands, markets the products which are sold to the grocery trade through direct sales. The company also sell products...