About the Company:
The Kellogg’s company is a multinational company operated in America which engaged in the sector of food manufacturing. Headquarter of this company is established in Battle Creek, Michigan, United States. Variety of products are manufactured by this company such as cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and other vegetarian foods. Products of Kellogg’s are manufactured in almost 18 countries and these products are marketed in almost 180 countries.
Customer Information:
For the purpose of serving the common needs of one or more segment, various plans are made by company for making its efforts in the market. For making such efforts they require information related to their customer. Generally, Kellogg’s divided its market on the basis of Geo-Demographic aspects and Behavior aspects. The reason for choosing these aspects are that company wants all type of customers whether children’s, male, and female from all age groups, and such customers are fall under both middle and higher income group. There is one more reason which states that product has nutritional and health values and because of this company also adopts behavior aspects. Generally, company collects information related to consumer on the basis of these aspects:
- Geographic which includes region, city, and rural areas.
- Demographic which includes age of consumer, family size, gender, income, and education. This can be understand through example such as company manufactured Kellogg’s Frosties which are actually manufactured for children’s while crunchy and nut cornflakes are prepared for adults. Therefore, both the products are manufactured on the basis of different tastes and preferences of customers and they are offered to different sets of people. On the other hand, Kellogg’s also targeted some of its goods to older people by presenting the food as healthy food.
- Psychographic includes lifestyle and personality of consumers. In this Kellogg’s manufactured products for health conscious customers also and represent their goods as healthy products, and these goods are offered to those customers who want to maintain their health, weight, and shape. For the purpose of making sure that this image is properly maintained in market Kellogg’s demonstrate its ingredients and nutritious value.
- Behavioral includes various benefits and occasions. The firm targets those consumers which buy the product on frequent basis, and this is the reason because of which firm on regular basis organize various occasions and also provide various benefits to the consumers such as discounts and offers on their products (Kellogg’s, 2017).
Decision making process and its examples:
Generally, Decision making process of consumer includes five stages:
- Problem recognition- the first stage includes recognizing the problem such as problem of weight loss was recognized by the company, and for this company introduce Kellogg’s Special K for solving this problem.
- Information search- when company recognized the problem they try to find out the solution for such problem.
- Evaluation of alternatives- it must be noted that consumers do not buy any product without comparing the benefits of products with other products. Therefore, it is necessary that company evaluate available alternatives. Such as company presents different products with similar nutrition value.
- Purchase decision: In this company evaluate the willingness of consumers on which product they preferred to pay money. Such as women’s get effect from Special k and they and they have good experience from this product.
- Post purchase behavior: company also evaluates the post purchase behavior of the consumer, because experience of consumer subsequently affects the purchase decision of consumers (Markeing Chocos).
Loyalty of consumer:
Both brand and product quality of the Kellogg’s are best and it is successful in long run. Various consumers are loyal towards the product of Kellogg’s such as health conscious consumers are loyal because company makes such consumers happy which affects the short term profits of the company and this also make consumers loyal towards the company which also pays off in the future. Company also tries to make these products available at all consumer stores and super markets at low price which also assist the company to make loyal consumers.
Other way is advertisement which plays very important role in building the brand image and loyalty of the consumers. It must be noted that if company tries to create awareness related to the product and also maintain their low price strategy which not only encourage consumers to buy the product but also encourage them to be loyal with the company (Marketing diary, n.d.).
Market segment of special K:
Market segment of this product is especially women, and as expected end user of this product are women who wants to be in shape and weight loss.
References:
MarketingDiary. Consumer Decision Making Process. Available at: https://marketingdiarysanchita.wordpress.com/2014/08/04/consumer-buying-decision-making/. Accessed on 20th June 2017.
Markeingchocos. Segmenting Targeting and Positioning. Available at: https://markeingchocos.wordpress.com/2014/09/26/segmenting-targeting-and-positioning/. Accessed on 20th June 2017.
Kellogg’s, (2017). Kellogg’s Promise to You. Available at: https://www.kelloggs.com/en_US/who-we-are/marketplace-commitment.html. Accessed on 20th June 2017.
