Market Segments For Kellogg Company

 

Question:

Describe, and thoroughly analyze the market segments for Kellogg Company?

Answer:

Introduction:

Kellogg's was formed in the 1906 and became globe’s leading manufacturing of breakfast food business. The brand is well famous for its brand of the cereals. Kellogg's has the main market within United States, Australia and Canada. Fruit Loops, corn flakes, Frosted Wheat and Corn Pops actually are most famous products of Kellogg's (Cahill, 2006).

Discussion:

Kellogg's Targeting and Positioning

Targeting of the firm deals with selection of particular segments of the populace and later selecting one otherwise two from them to anyhow cater to requirements of people that are belonging to such segments. The biggest strengths of the Kellogg's is that it has existed within market for above hundred years and for this people recognize the firm’s name. The firm has its own target segments that are divided into categories and major ones are as follows:

Demographic-

Based on age the firm segments the market and sells goods to below mentioned segment-

Kids & Adults- Kellogg’s Frosties are actually targeted to children whereas it’s crunchy and nut cornflakes are targeted to the adults. Both the goods products which are marketed to the two different sets of people and both have same needs and traits as well as wants (Kotler & Armstrong, 2006).

Older segment- Kellogg's has also targeted some of its goods to older people by giving impression of very healthy food just before starting day so that they feel energetic and healthy. Kellogg has an image within market of the "healthy & nutritious products of food". Kellogg targets such segment through its special segmentation procedure.

Psychographic 

Health conscious public- Kellogg's has maintained a proper image of very healthy as well as nutritious food makers in market and thus its entire target market even incorporates all the people that are very much health conscious plus want to anyhow maintain their health and weight plus shape. To make sure that this image is properly maintained in market, Kellogg's also has started demonstrating its ingredients as well as nutritional values upon their good are packaging (Lamb, Hair & McDaniel, 2002).

Behavioral 

Usage rate- The firm targets people that frequently buy the product. This is the reason that the firm for its regular uses at times organizes many occasions and also gives them many added benefits like discounts and offers on the products and many things else. It carries the very burly brand image plus higher brand awareness. Thus people find the products easily within stores and this makes the firm’s good extra easily usable.

Kellogg's Positioning Strategy

Kellogg's in fact has positioned the firm differently within different nations all through the globe. In places where the firm has a very strong share in market or has been functioning for a very long time and has also positioned itself like very expensive and healthy food, this strategy is also followed in some places like United States. In places such as India and Taiwan, where the firm is a totally new brand plus is within phase of attracting people, it has also launched itself upon relatively lesser prices yet has properly maintained quality of goods at same par (McDonald & Dunbar, 2004).

Kellogg's Marketing Strategy

Kellogg's is presently following several marketing as well as promotional strategies. Kellogg's can in future extend as well as diversify its variety of goods through launching novel flavors or altering packaging style. The firm has potential to imprison new markets that are yet left unexploited. Few of such promotional plans are also discussed here:

Free in Box

Kellogg's Free in box offer comprises of the coupons for about $3 to $5 that is attached on marked boxes for the goods.

Internet

Kellogg's also has several internet campaigns presently that includes a proper game of the racing cars setting up for kids within which there also is life line for Kellogg's plus picking up the Kellogg's boxes enhances points of player ('Sterling puts the shine back into a sunshine breakfast at Kelloggs', 2001).

Movie Tickets

Other offer valid within Kellogg's products actually is merely to fill form attainable at back of products, and mail it to provided P.O Box no plus receive the free tickets for movie.

Conclusion

Kellogg's in fact has been within market for additional to some hundred years. This is also very hard for several other firms to take position of the Kellogg's within market. Thus Kellogg's also enjoys its proper position but it deals as well as takes care for all issues which may jeopardize position that it holds within market (Weinstein, 2001). As of less barriers novel entrants are also entering the competitive market as a threat to the firm. Increase within utilities that later in return are enhancing production cost of Kellogg's.

References

Cahill, D. (2006). Lifestyle market segmentation. New York: Haworth Press.

Kotler, P., & Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.

Lamb, C., Hair, J., & McDaniel, C. (2002). Marketing. Cincinnati, Ohio: South-Western.

McDonald, M., & Dunbar, I. (2004). Market segmentation. Amsterdam: Elsevier/Butterworth-Heinemann.

Sterling puts the shine back into a sunshine breakfast at Kelloggs. (2001). World Pumps, 2001(417), 18. doi:10.1016/s0262-1762(01)80244-3

Weinstein, A. (2001). Global Consumer Segmentation. Journal Of Segmentation In Marketing, 4(2), 1-6. doi:10.1300/j142v04n02_01