Responsible for segmentation analysis & target market slides only for Marketing class.

1. Pop-tart Mini’s Pop-tart Mini’s Marketing Plan By: Karie Strangeway Olga Shevchenko Madelyn Schnierle Dave Schneck Erik Gosselink

2. Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives.

3. Pop Tart Mini’s Kellogg’s newest line of cereal Similar to a Pop Tart pastry Size of frosted mini wheat's Flavoring is on the outside Crunchier than the original Pop Tart pastry Sold in 13.5 or 18 ounce boxes Box will have the same appearance as the pastry

4. Product Kellogg’s is already a big name in the cereal industry and Pop Tart Minis will fit in great with the Pop Tart family. Convenience good Consumer good Non-durable good

5. Nutrition Facts High in calcium More fiber from whole wheat More vitamin C & A Made with similar ingredients as Pop Tart pastry Made with real strawberries

6. NAICS & Industry Assessment Pop Tart Minis fall under breakfast cereal manufacturing code 311230 2.7 billion packages of cereal are sold each year Kellogg’s market share for 2008 was about 33% General Mills market share is 25%

7. Environmental Factors Regulatory/Legal concerns FDA GRAS Labeling Nutrition panel Ingredient declarations Economic trends and concerns Healthier products KGNC

8. Environmental Factors (cont.) Environmental concerns Cost and availability of energy and water Impact on agriculture and water quality Biodiversity Climate change concerns Technology concerns Leased green facility – LEED Certified Retrofitting into existing facilities

9. Environmental Factors (cont.) Social concerns Healthy fast paced lifestyles Obesity Competition concerns General Mills Nestle Quaker Generic brands

10. Segmentation Analysis 26 + 5 - 6 19 - 25 14 - 18 Target Market 7-10 Target Market 11-13

11. Target Market Target Market 7 to 13 years of age BMI Associated with eating cereal daily Puberty Boys 8 to 13 Girls 10 to 15 Economy Parents Middle income households

12. Price Competition pricing Varies greatly Ranges $.122 to $.625 per ounce (18 oz box) Strategy Penetration pricing Attract new customers Gain market share Price $.26 per ounce $4.69 per 18 oz box

14. Distribution *Everywhere Kellogg’s Products Are Sold* Intensive distribution strategy Grocery/Discount Stores Convenient Stores Pharmacies Displayed on 3rd or 4th shelf Placed around eye level Increase customer exposure

15. Promotion Introduction stage/Gain awareness TV advertising Family oriented channels Sales promotions In store samples Coupons Mail advertising Direct mail Newspapers

16. Work Cited Kellogg’s Company. (2007) A Historical Overview. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kellogghistory.com/history.html Kellogg’s Company. (2009) How it all Began. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kelloggs.co.uk/company/history/howitallbegan.aspx Kellogg’s Company. (2007) Kellogg Global Nutrition Criteria Fact Sheet. Retrieved September 2009, From Kellogg’s Company. Web Site: http://www.kelloggs.ca/newsroom/news27/kgnc_factsheet_en.pdf Kellogg’s Company, (2008) Kellogg’s Corporate Responsibility. 2008 Report (pp 50, 27), Kellogg Company Topher. (2008) Breakfast Food Statistics. Retrieved September 2009, From Topher’s Breakfast Cereal Character Guide. Web Site: http://www.lavasurfer.com/cereal-stats.html U.S. Census Bureau. (2008) 2007 NAICS Definition. Retrieved September 2009, From North American Industry Classification System. Web Site: http://www.census.gov/cgi-bin/sssd/naics/naicsrch?code=311230&search=2007%20NAICS%20Search Topher. (2008) Breakfast Food Statistics. Retrieved September 2009, From Topher’s Breakfast Cereal Character Guide. Web Site: http://www.lavasurfer.com/cereal-stats.html U.S. Department of Health and Human Services. (2009) Food Ingredients and Packaging. Retrieved September 2009, From U.S. Food and Drug Administration. Web Site: http://www.fda.gov/Food/FoodIngredientsPackaging/default.htm

17. Thank You!