Submitted by: Submitted by zakfadhil
Views: 1405
Words: 4012
Pages: 17
Category: Business and Industry
Date Submitted: 04/04/2011 01:28 AM
Product Report on Nutri-Grain |
Individual Assignment 325-640 Marketing Management |
Mohamad Zaky Ihsan Fadhil (217700) |
Table of Contents
Introduction of the product 3
Company Analysis 3
Competitor Analysis 4
Customer Analysis 7
Customer value creation 8
Quality: 8
Marketing: 9
Promotion 9
Post purchase 9
Target Marketing 9
Segmentation 10
Market Targeting 11
Market Positioning 12
Marketing Mix 13
1. Product 13
2. Promotion 13
Target Audience 14
Response Sought 14
Message 14
Content 14
Media 14
3. Price 15
4. Place 16
SWOT ANALYSIS 17
Strengths 17
Weakness 17
Opportunities 18
Threats 18
Conclusion 18
Reference List 19
Introduction of the product
Nutri-grain is one of the leading breakfast cereals from the Kellogg’s Australia. It is targeted at growing boys and young men who need protein, iron and calcium for growth and muscle development. Nutri-grain was marketed to portray the symbol of ‘iron man’, with the iron man being someone who is strong, athletic and at the prime of their physical being. It claims that it is one of the highest protein level breakfast cereals on the market and also a good source of iron, calcium & B-group vitamins (Nutri-grain, 2010).
Company Analysis
The manufacturer of the cereal is Kellogg’s Australia Holding Pty Ltd, the Australian subsidiary of the Kellogg Company from the United States. Kellogg’s opened its operations in Australia in 1924. Cereals are manufactured in Botany, NSW and snack products in Charmhaven, NSW (IBISWorld, 2009).
Kellogg’s is considered to be a reputable brand mainly because it has been long established in the cereal and snack food market, since its inception in1894 (Kelloggs, 2010). Today it is the largest ready-to-eat cereal manufacturer in the world operating in 19 countries and marketed to over 180 countries (IBISWorld, 2009). The company’s portfolio brands include Frosted Flakes, All Bran, Coco Pops, Froot Loops, Special K, etc....