Incorporated in 1906 by W.K Kellogg, Kellogg’s initially started the business with breakfast cereals i.e. ready to eat cereals but over the period of time it ventured out to the products beyond breakfast. Today its product portfolio includes convenience foods such as snacks, biscuits, waffles, pastries cookies and crackers.
“Kellogg’s” brand name is famous globally but the company have its brand portfolio consisting of brands such as Murray, Austin, Famous Amos, Cheez-it and Keebler.
Segmentation, targeting, positioning in the Marketing strategy of Kellogg’s –
The world’s largest cereal company uses product/ benefit based positioning strategies to highlight the benefits of their products to the customers.
Mission- “Not Available”
Vision- “Enrich and delight the world through foods and brands that matter”
Tagline-“Let’s make today great”.
Competitive advantage in the Marketing strategy of Kellogg’s –
Manufacturing Facility: Kellogg’s has manufacturing facilities in more than 20 countries which are helping it to make its products available in more than 180 countries globally.
Strong product portfolio: Being world’s largest cereal maker and 2nd largest maker of cookies & snacks are helping the company to distribute more than 160 countries globally.
Kellogg’s spends more than its 8% of its revenue brand building exercise which is helping the company in emerging as a powerful brand in some of the developing markets in the world.
BCG Matrix in the Marketing strategy of Kellogg’s –
Having brands in its portfolios such as Murray, Austin, Famous Amos, Cheez-it and Keebler has helped the company to offer various choices to a customer under the umbrella brand Kellogg’s.
The business segments of Kellogg’s such as Ready to eat cereals and crackers, frozen foods are stars in the BCG matrix and all others products are questions marks in the BCG matrix.
Distribution strategy in the Marketing strategy of Kellogg’s –
Being part of the FMCG industry, Kellogg’s make its products available to the end customers through different channels such as its distributors, own sales force, convenience stores, e-commerce sites and chain of supermarkets such as Walmart, Tesco, big bazaar, 99 stores etc.
Brand equity in the Marketing strategy of Kellogg’s –
Revamping/ redesigning its old website or engaging in CSR activities or representing the brand by winning various awards and accolades worldwide at various platforms; Kellogg’s in its objective to connect with the next generation of consumers have created High TOMA (top of mind awareness) in the market. Kellogg’s have been associated with many international events like FIFA, Olympics and many others to connect with the customers. As has been bagged many awards such as Fortune for being the world most admired company, Interbrand for being world’s best global brand, by Forbes and many others.
Competitive analysis in the Marketing strategy of Kellogg’s –
Kellogg’s faces competition from various local, national and International companies who are dealing in unbranded or private brands. Factors affecting the competition are the cost of raw materials, quality, price, convenience services and advertising & promotions by the companies.
Market analysis in the Marketing strategy of Kellogg’s –
The market and product in which Kelloggs’s deal with are overcrowded with a large number of players.
Change in consumption pattern, changing lifestyle, migration of people from rural to urban and metro cities in shaping the demand analytics of the ready to eat products whether it is cereals, bakeries, pastries or any other item. The rise in disposable income and literacy level is also affecting the consumption graph as forecasted by the companies in this industry.
Customer analysis in the Marketing strategy of Kellogg’s –
Customers of Kellogg’s consists of B2C and B2B. Mainly people from urban or metro regions are the major customer segments which are targeted by Kellogg’s.