Done by MariegreeceAlvarez Subject Marketing research at University of Indianapolis

2. Kellogg’s Kellogg’s “Ready- 2/19/1906 1930 2001
Toasted is to-eat” Kellogg’s Kellogg Kellogg’s
Corn criticized campaign founded Company largest
Flakes against , worth as Battle factories acquisitio
becomes General total $5.4 Creek move n of
success Mills billion, Toasted from the
and and expandin Corn 40 hour Keebler
company Quaker g Flake weeks to Company
name Oats Kellogg’s Company 30 hours .
changes about the brand. by Will until after
to small 1988 Keith WWII.
Kellogg business 1983 Kellogg
Company they Kellogg’s
. acquired. undersell
1922 1969- s
1977 competiti
on and
hits all
time low
of 36.7%.
1956

4. Kellogg’s in Greece began on February 19,
1906.
Started operating in the sectors of foods and
beverage in 1965and is responsible for
distribution of Kellogg product in Greece.

5. The Kellogg Company has a strong presence in Greece with the
Kellogg’s Greece head office based in Athens. In addition to this,
Kellogg’s employ a number of dedicated agencies to manage various
areas of the business.
Distribution
Atlanta s.a. started operating in the sectors of foods and beverages in
1965 and is responsible for distribution of Kellogg products in Greece,
based in the Peania area, near Athens operates a warehouse of 10,000
m2 with a further 3,000 m2 warehouse in Salonica.

6. This is what Kellogg’s calls their “Start
Simple, Start Right” approach.

7. Strength Weaknesses
Cost advantage Bad Communication
Asset leverage Not innovative
Effective communication Weak management team
Online growth
Strong brand equity
Real estate
Unique products

8. OPPORTUNITIES
Financial markets (raise money through debt, etc).
Emerging markets and expansion abroad.
Product and services expansion.
Takeovers.

9. THREATS
Competition.
Cheaper technology.
Lower cost competitors or imports.
Price wars.
Product substitution.

10.  4 variables of segmentation Kellogg's need
to apply on the basis of Geographic
Segmentation are:-
 Division of customer base by continent,
country or state, size of population of a
particular region.
 Climate of locality, Kellogg's cannot sell or
promote its products that are not good to
eat in hot climate areas and vice versa.
 The scale of production and stock
management can be segmented according

11.  4 variables of segmentation Kellogg's need
to apply on the basis of Demographic
Segmentation are
 Consumer needs and wants change with
age. Marketers design, package and
promote products differently to meet the
wants of different age groups.
 Gender segmentation is widely used in
consumer marketing. There is a vast
difference in shopping behavior of women
and men.

12.  4 variables of segmentation Kellogg's
need to apply on the basis of
Psychographic Segmentation are:
 Purchase standardized personas, such
as the happy senior, or the adventurous
teenager, they are not customized to
your products and services
 Markets divided into light, medium or
heavy user groups. Help Kellogg's
marketing to distribute the products in
the market and helping them to
commercialize new products later.

13.  4 variables of segmentation Kellogg's
need to apply on the basis of Behavioral
Segmentation are
 When a product is consumed or
purchased.
 Some markets can be segmented into
light, medium and heavy user groups.
 Loyal consumers - those who buy one
brand all or most of the time - are
valuable customers.

14. Age
Kellogg's commitment offering a variety of
helpful tools and resources that benefit
you and your family. Age =relevant
segment of marketing for Kellogg's(a kid
(Choco, Rice Krispy's, etc.)to oldies
(Special K).Focus on each type of age
group.
Gender
Male female have different taste in food
items. Kellogg's can market special meals
for females like especially for young girls

15. Income
Income can be a barrier or a boon. If people in
a region are well organized or can afford
convenience foods, then investing in such
region is always a boon and cannot market
Kellogg's product where people are living on
breads only.
Flavour/Taste
100 years, Kellogg has been committed to
producing nutritious, high-quality foods for your
dining table.
Kellogg'srequires to update the brand with new

16. 6 key segments to the Kellogg market.
Tasty Start - ,Corn Flakes, Kellogg's Crunchy Nut.
Simply Wholesome., Kellogg's Fruit 'n' Fibre, Alpen
and Kellogg's Just Right.
Shape Management, Kellogg's Special K and Fitnesse.
Mum Approved, Kellogg's Rice Krispies and
Shreddies.
Kid Preferred, Kellogg's Frosties, Kellogg's Coco Pops
and Weetos.
Inner Health, Kellogg's All-Bran and own-label Bran
Flakes.

17. The main competitor is nestle company(
founded in Switzerland and positioned the
top 100 ranking 54th ).
Nestlé company has a lot of products like
cereal and animal foods.
Nestle was founded 1866 (Kellogg's 1906) .

18. MARKETING STRATEGY
PRODUCT PRICE PROMOTION PLACE
Kellogg’s Healthy The new product will When stores put
Competing product’s
BreakBar need to be ‘pushed’ into Kellogg’s products on the
price: Unit: $0.55 | Pack
The customer buys the the market with shelf the employees
of 6 units: $3.20
following benefits: aggressive advertising on aren’t just throwing them
Healthy BreakBar Price
Food, Healthiness and a a number of media in a vacant space.
Analysis
healthy lifestyle. Sense Kellogg’s placement on
of self worth. Image. the shelf is methodical
Sense of sophistication. and strategic and comes
at a price.

19. Implementation
Monitoring
Controlling

20. Specifically the Special K Challenge is targeted to adult
women ages 25-45, about the ages where the women are
either busy mom’s or workingwomen with disposable
income.

21. These four plans are all examples of how
busy women view themselves and their
lives. They believe they want to loose
weight and inches with something that is
healthy, delicious, and fast.
CLASSIC PLAN ON-THE-GO-PLAN MIX UP PLAN CHOCOLATE
LOVERS PLAN

22. ‘’Class reunion”
“Lose baby weight”
“Upcoming trip/vacation”
“Kick start an even better me”
“Look fabulous on my wedding/birth/graduation day”

24. THANK YOU
