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Word Count: 987
Table of contents 1 Introduction1 2 Product analysis1 21 Product life-cycle1 22 Core product1 23 Actual product1 24 Augmented product2 25 Competing products2 3 Target marketing Strategy2 31 Market segment2 32 Market targeting2 33 Positioning3 4 Consumer buyer behaviour3 5 Conclusion3 List of references5 Appendices6 Appendix 1 Current life-cycle stage6 Appendix 2 Differentiated marketing strategy7 Appendix 3 Brand position strategy8 Appendix4 Communicating Kelloggs chosen position via the internet9 Appendix 5 Consumer buyer roles10 List of tables11 Table 1 Levels of product11 Table 2 Direct competitors12 Table 3 Indirect competitors12 Table 4 Market segment profile for Kelloggs cornflakes13 1 Introduction The marketing of Kelloggs cornflakes has resulted in the creation of one of the worlds most valuable brand names in the breakfast cereal industry and has been the key to the companys success for almost 100 years wwwthetimes100couk The aim of this report is to give an overview of Kelloggs cornflakes and to analyse the marketing strategies that Kelloggs have used in promoting cornflakes the flagship product of Kelloggs since its launch in 1906 2 Product analysis 21 Product life-cycle Kotler et al 2001 p 397 define product life cycle as the course of a products sales and profits during its lifetime Kelloggs Cornflakes are currently in the decline stage of its lifecycle A good indicator of this is the extensive period of time that the product has been in the market the number of direct competitors in the market and the extended product range available under the Kelloggs brand name See appendix 1 22 Core product Core benefits or problem solving services are what customers are buying when they purchase a product Kotler et al 2001 Purchasers of Kelloggs cornflakes are purchasing a healthy nutritional means to satisfy their hunger See table 1 23 Actual product When WK Kellogg started to manufacture his original Cornflakes cereal in 1906 he had one goal to provide his consumers with high-quality
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