Nutri-Grain Cereal Product Analysis

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....