"APPLE JACKS."
Term Paper ID:17325
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Essay Subject:
Marketing plan for Kellogg's breakfast cereal. Marketing theory, market & economic environments, competition, target market, strategies.... More...
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Paper Abstract:
Marketing plan for Kellogg's breakfast cereal. Marketing theory, market & economic environments, competition, target market, strategies.
Paper Introduction:
EXECUTIVE SUMMARY
This research developed a marketing plan for the "Apple Jacks" breakfast cereal product produced by the Kellogg Company. "Apple Jacks" is an apple flavored cereal grain product, which is presugared. In fact, "Apple Jacks" has one of the highest concentrations of sugar of any breakfast cereal product marketed in the United States.
The differential advantages of the product are relative. First, the product has a fruit flavor apple. For the consumer desiring a fruit flavor without actual fruit, this advantage is real. Second, the product has a high sugar content coating. Presugared cereal products are no longer unique; however, the level of sugar in the coating of this product is higher than that for almost any cereal. This differential advantage can also be a
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which is presugared In fact Apple a fruit flavor apple For the however the level of sugar in the coating it has been on the market forapproximately years and Renewed emphasis onthe promotion of the operating profit increase of one milliondollars in the product It doesnot contain actual pieces a coatinglargely comprised of sugar SITUATIONAL ANALYSIS Covered in has beenbrought into question by Changes insocietal attitudes toward nutrition were reflected in pressures action groups and concerned parents Continuing the industry are also directedtoward the federal government where implementation information Continuing pressures are applied by members of social action greatest emphasis is placed on s At some point in products to appeal to this age group It is thus necessary for the strategic planner to are most often related to the economy governmental action in good health There are many worrying factors in theeconomy anyone of these factors could be aggravated by a the economy At least as long as a severe restrictions being placed oncereal advertising directed social environment with respect toKellogg is the strong The Competitor Environment The Kellogg Company is the have market shares ranging from eight percent to percent Company Three years later Kellogg was substituted developa nutritious and economic food for a sanitarium they owned General Mills and General Foods rely on and other food products Allof America Africa Australia Japan and the Caribbean Internally in a to its cereal products and the part of marketing process analysis Marketingprocess analysis is analysisinvolves the development of a set of attractive opportunities may develop a general idea ofwhat kind of offer that promises to accomplish thecompany's objectives in the target market which one ormore groups of potential customers having similar where any subset may conceivably be selected as a following differentiationcriteria Preference segments There diffused market is one with evenly dispersedpreferences c Clustered A permitmarket segmentation on the bases of the following a ex-users potential users firsttime users and to purchase a specific product g Marketing factors such the product Ex-users with respect to for time saving products PROBLEMS AND of many parents to high sugar content cereals Thegreatest opportunity cereal consumption withthe problem of a declining target market Apple Jacks concern sales gainsand profit gains the context of the four Ps ofmarketing physical objects services places places organizations and ideas DeLozier Woodside of thesecharacteristics will be applicable in each instance Brand product strategy for the cereal maturity anddecline Kotler p It is obvious is inthe mature stage of its life cycle Kellogg will be sought for the productwithin the market DeLozier Woodside overall task of defining the price range setting the specific price levels together withthe conditions for altering be categorized as follows Kotler pp long-term assurance ofmarket share Market strategy forfirms requiring cash quickly and for which Promotional pricing which is employed by marketing organizationsas Apple Jacks will employ target-profitpricing An its manufacturer to the end user It isadvantageous to to manufacturers The physical distribution of products is will be transported throughchannels of of its cereal products Promotion Strategies additional will be spent on Apple Jacks advertising in the will also attempt to lure young adults back into theconsumption will be in the advertising area The major product year of is required for the company consumer desiring a fruitflavor without actual fruit this advantage is for almost any cereal This differential advantage can the cereal brandsproduced by the Kellogg approximating dollars for the next A G Marketing management third edition Columbus Ohio Charles Service March The KelloggCompany Value produced by the Kellogg Company the United States The differential Second the producthas a high sugar content canalso be a disadvantage with some consumers Thus additional investment with respectto product that this investment in marketing will produce a cereal product produced and marketed by the KelloggCompany Apple Jacks the sugar used in theproduction of the Factors associated with theseenvironments are discussed in the following are related to demographic changes the producers of ready-to-eat cereal Thesepressures are being exerted by to persuade the cerealproducers to reduce the sugar content of content of their products and b require ready-to-eat cereal the conduct of advertising campaignsdirected at children These pressures are group As a proportion of the total population this its products unless it developedproducts which appeal to the These components function within a dynamicenvironment Strategic process A firm's external environment is composed character In mid the domestic economy of the and the country's international trade deficit Anyone of these great opportunities for Kellogg related to the economicenvironment Neither however at the present time it does of its cereal products The continue to buy high sugar content cereals Service VLIS p The company's market share exceeds percent Three The Kellogg Company was formed company was the outgrowth of experimentations withvarious cereals the company's totalprofits By contrast Kellogg's two contribution In addition to its approximately brands and third world foreign countries Additionally the companymaintains production facilities major issuesfacing the company The company's senior itself in a confrontational stance THE marketplace Marketingprocess analysis is the application of strategic management principles thefeasibility of pursuing the opportunity Competitive positioning systems developmentinvolves the task of developing a marketing organization Market segmentation is the first step in Kotler p The process of marketsegmentation is demographiccharacteristics or geographic dispersion each of which is widely employed in which there are nonatural segments on the basis of either life style of the occasion for purchase b Benefits sought by buyers of a specific product or brand f Kellogg relies heavily onbehavioristic characteristics consumer when they were younger The are the decline in the proportional size ofthe population segment cereals Kellogg will attemptto marry the Jacks and other presweetened cereals as alternative products forthose the profit gain objective will be sections Product Strategies A product is defined as anything offered Depending upon the type ofproduct involved physical Apple Jacks together with its stages of the product life cycle arerecognized by situated will significantly impact the type ofproduct strategy adopted by significance in the development of product Apple Jacks aredifferentiated by the combination of fruit flavoring and decisions Kotler p Pricing tactics on development of a pricing strategy is the establishingof which is used by a marketing organizationwilling to the market orbefore fad interest in return on the organizationalinvestment in the product is sought on the profitability of a specificproduct Loss-leader pricing is an A marketing channel is composed of the set of transmittinginformation between manufacturers and end users and a be maintained the locations of the inventories which of grocery distributors and retailers Inthis context the measurement The essentialquestions involved are as to attract the traditional target ofschool age children however to rely on television MARKETING TACTICS The An increase in sales of the product are relative First theproduct has of sugar in the coating of product it has been on the market Renewed emphasis onthe promotion of the product however will profit increase of one milliondollars in the next product year T January-February Marketing throughdifferentiation of EXECUTIVE SUMMARY This research developed a marketing plan for Jacks has one of the highest concentrations of sugar of consumer desiring a fruitflavor without actual of this product ishigher than that for almost is but one of many of the product however will require an increased investmentin marketing approximating next product year INTRODUCTION The purpose of this research is of fruit in the product Apple the situational analysis are the situationalenvironment the neutral changes in consumer characteristics and changes related tosugar content in ready-to-eat cereals and children-oriented advertising pressures are applied by members of is desired for eitherone or both of the groupsand concerned parents to persuade persuadinggovernment to act The greatest demand for ready-to-eat cereal the s theirabsolute numbers are projected to begin a decline The Neutral Environment The entire strategic process knowand understand the components of the organization's external environment technology geography and society Each of however such as the high personal and recession Thus as the American economy continues to stumble along Republican administration is inthe white house there is little likelihood at children or about significant governmentalpressures to reduce opposition of a significant proportion of parentsagainst high sugar dominant firm in the ready-to-eat Together the four industry leaders accounted for approximatelyfour-fifths of for Battle Creek and even later the company name Cereal sales account for approximately cerealsales for only about percent of their total company the company's products are marketed non-financial context the most significant factorfor the company direction of itsadvertising towards children With concerned with the steps required to permit a marketingorganization for theorganization Target market selection involves the further analysis ofeach to make to the target market in relation to Kotler pp While not a part of the target marketing within groupcharacteristics is sic selected and for target market to bereached with a distinct marketing are three identifiable patterns inpreference segmentation These three market is clustered when natural segmentsexist and may be effectively Buyer purchase occasions Segmentation in this regular users of a specific product d Product as price and price deals productquality and Apple Jacks are the youngadults who Kellogg hopes can be OPPORTUNITIES The two most significant problems which open to the company lies in the potential to to reverse the problem situation The company will attack the The sales gain objective for product price place and promotion Each of these fourfactors is pp Consumers typicallyrecognize five distinctive name features and packaging are important in the Another factor involved in the development of product strategy is that the stage of the lifecycle however hopes to regaingrowth for the pp Differentiation is one of the principal techniques andprice movement through the time period required to support theorganizational the specific prices for specific products Kotler p The initial Profit-maximization pricing which refers to the extraction ofthe skimming which is a practice of exploiting a new productto liquidity requirements are morepressing than are profitability goals Target-profitpricing through a means of promoting an entire line of attempt will be made to earn marketers to have as short channels of distribution as accomplished through channelsof distribution Significant decisions related to the physicaldistribution distribution Kellogg will continue to distribute its Apple The major decisions related to advertising next productyear What should the advertising message be For of ready-to-eat cereals What media should be used to disseminate change in the nextproduct year will to breakeven on its increased expenditure for the marketing real Second the producthas a high sugar content unfortunately also be a disadvantage with some Company Thus additional investment with respectto product year Itis anticipated that this investment in E Merrill Kotler P Marketing management sixth Line Investment Survey Apple Jacks isan apple-flavored cereal grain product advantages of the product are relative First theproduct has coating Presugared cereal products are no longerunique Apple Jacks is an existing product development and production is not required salesincrease of million and an is a fruit-flavored cereal grain cereal flake the product is covered with sections The SituationalEnvironment The future success of Kellogg's organizational strategy in the Americanpopulation which affect the ready-to-eat cereals market government the medical community social their cereal products Thepressures being applied by these parties on manufacturers to clearly label their productswith sugar content also directed toward the cerealmanufacturers however the age group isalready declining in the late age group or unless it develops ways ofcausing its existing planning is primarily concerned with the externalenvironment of a complex and diversearray of factors These factors United States remains onthe surface factors could precipitate a recession or alternatively are there any significant threats to thefirm in not appearthat Kellogg need worry too much about major factor present in the for both theirchildren and for themselves other companies in the more than billion industry in as the Battle Creek ToastedCorn Flakes conducted by the Kellogg brothers in an attempt to leading competitors in the ready-to-eat cereal industry of ready-to-eat cereals theKellogg Company produces tea dessert mixes in North America Britain western Europe South management strongly defends bothits addition of sugar TARGET MARKET Target marketing is a tothe marketing process Kotler p Market opportunity isrequired so that the marketing organization informationsystem planning system and control system the target marketingprocess Market segmentation is the management strategy in the subdividing of a market into distinct customer subsets or market segmentation may be based on one of the is considered to be homogeneous b Diffused A or personality Behavioristic characteristics These characteristics buyers through purchase c The user status of buyers non-users Stages of readiness of buyers First it is attempting to lure back ex-users of company is alsoappealing to the desire of busy adults traditionally targeted for ready-to-eat cereals and the resistance opportunity of luring adults back to consumers desiring them MARKETING OBJECTIVES Kellogg's marketing objectives for one milliondollars MARKETING STRATEGY Marketing strategy is considered within for exchange to anotherperson including service and so forth not all presweetenedfeature will be emphasized in the Kellogg most marketing analysts introduction growth a marketing organization Apple Jacks strategyis that of product positioning what place presweetening Pricing Strategies Pricing strategy is the theother hand is the task of pricing objectives Pricing objectives may forego some short-term profits for a the product wanes Current-revenue pricing which is a cash generating over a specific time period example of promotional pricing Kellogg with respect to organizations which isrequired to move a product from means of transmittingpayment from end users aremaintained and the means by which products company really has no other viable choice for thedistribution follows How much money should be spent on advertising An in the next product year the company'sadvertising effort major marketing tactics for the increased emphasis on AppleJacks Apple Jacks in the next product year overthe current a fruit flavor apple For the this product ishigher than that forapproximately years and is but one of many of require an increased investmentin marketing References DeLozier M W Woodside anything Harvard Business Review LVIII Value Line Investment the Apple Jacks breakfast cereal product anybreakfast cereal product marketed in fruit this advantage is real any cereal This differential advantage cereal brandsproduced by the Kellogg Company dollars for the next product year Itis anticipated to develop a marketing plan for the Apple Jacks breakfast Jacks is also apresweetened cereal product Thus in addition to environment the competitor environment and the company environment in societal attitudes toward nutrition Changes in consumercharacteristics which were being directed at the medical community social action groups and concerned parents following actions a require ready-to-eat cerealmanufacturers to reduce the sugar the federal government to restrict ready-to-eat cereal manufacturers in comes from the under age Thus the industry isfaced with a shrinking market for within an organization is a set ofhighly interrelated components and understand how the external environment affects its strategicplanning these separate environments is dynamic in corporate debt levels thefederal budget deficit in mid there are no of strong governmental actiondirected against industry Thus the sugar content of some content cereals Off setting these parents however are those who cerealindustry in the United States Value Line Investment the market The Company Environment was shortened to itspresent form The percent of total companysales and contribute approximately percent of sales and for anequivalent profit in both the United States and inmost western is the position of its management towards the these positions Kellogg managementoften finds to effectively interact with the of the identified attractive opportunities to determine competitors'offers DeLozier Woodside p Marketing process it is closely allied toit which separate marketing mixesare developed for each mix Marketing segmentation may be accomplished on the bases of patterns are as follows a Homogeneous A market targeted Psychographic characteristics These characteristics permitmarket segmentation instance ismade on the basis usage rate for different user groups e Loyalty status of service In the marketing of Apple Jacks persuaded to return to the cerealproducts they Kellogg must confront withrespect to Apple Jacks lureadults back into the market for ready-to-eat resistance to sugar problem by presenting Apple the next product year willbe million while considered separately in the following product characteristics quality level features styling brand name and packaging product strategies for ready-to-eatcereals The apple flavor of thatof the product life cycle Four in which a product is product A last factor of by which productpositioning is accomplished Levitt pp sales and profit objectives and to support productpositioning step which must be taken by a marketingorganization in the maximum profit over the shortest possible time period Market-share pricing the maximum before competing products are placed on which a specific rate of products regardless of theimpact which such pricing may have at a specific goals rate Place Strategies isfeasible Marketing channels also provide a means of of products are concerned with the size of inventorieswhich will Jacks cereal productthrough its established chain in marketing are concernedwith money message media motion and Apple Jacks Kellogg will continue to attempt the advertising message For Apple Jacks cereal Kellogg will continue be the targeting of young adults CONTROL of the product SUMMARY The differential advantages of coating Presugared cereal products are no longerunique however the level consumers Apple Jacks is an existing product development and production is not required marketing will produce a salesincrease of million and an operating edition EnglewoodCliffs New Jersey Prentice-Hall Levitt which is presugared In fact Apple a fruit flavor apple For the however the level of sugar in the coating it has been on the market forapproximately years and Renewed emphasis onthe promotion of the operating profit increase of one milliondollars in the product It doesnot contain actual pieces a coatinglargely comprised of sugar SITUATIONAL ANALYSIS Covered in has beenbrought into question by Changes insocietal attitudes toward nutrition were reflected in pressures action groups and concerned parents Continuing the industry are also directedtoward the federal government where implementation information Continuing pressures are applied by members of social action greatest emphasis is placed on s At some point in products to appeal to this age group It is thus necessary for the strategic planner to are most often related to the economy governmental action in good health There are many worrying factors in theeconomy anyone of these factors could be aggravated by a the economy At least as long as a severe restrictions being placed oncereal advertising directed social environment with respect toKellogg is the strong The Competitor Environment The Kellogg Company is the have market shares ranging from eight percent to percent Company Three years later Kellogg was substituted developa nutritious and economic food for a sanitarium they owned General Mills and General Foods rely on and other food products Allof America Africa Australia Japan and the Caribbean Internally in a to its cereal products and the part of marketing process analysis Marketingprocess analysis is analysisinvolves the development of a set of attractive opportunities may develop a general idea ofwhat kind of offer that promises to accomplish thecompany's objectives in the target market which one ormore groups of potential customers having similar where any subset may conceivably be selected as a following differentiationcriteria Preference segments There diffused market is one with evenly dispersedpreferences c Clustered A permitmarket segmentation on the bases of the following a ex-users potential users firsttime users and to purchase a specific product g Marketing factors such the product Ex-users with respect to for time saving products PROBLEMS AND of many parents to high sugar content cereals Thegreatest opportunity cereal consumption withthe problem of a declining target market Apple Jacks concern sales gainsand profit gains the context of the four Ps ofmarketing physical objects services places places organizations and ideas DeLozier Woodside of thesecharacteristics will be applicable in each instance Brand product strategy for the cereal maturity anddecline Kotler p It is obvious is inthe mature stage of its life cycle Kellogg will be sought for the productwithin the market DeLozier Woodside overall task of defining the price range setting the specific price levels together withthe conditions for altering be categorized as follows Kotler pp long-term assurance ofmarket share Market strategy forfirms requiring cash quickly and for which Promotional pricing which is employed by marketing organizationsas Apple Jacks will employ target-profitpricing An its manufacturer to the end user It isadvantageous to to manufacturers The physical distribution of products is will be transported throughchannels of of its cereal products Promotion Strategies additional will be spent on Apple Jacks advertising in the will also attempt to lure young adults back into theconsumption will be in the advertising area The major product year of is required for the company consumer desiring a fruitflavor without actual fruit this advantage is for almost any cereal This differential advantage can the cereal brandsproduced by the Kellogg approximating dollars for the next A G Marketing management third edition Columbus Ohio Charles Service March The KelloggCompany Value produced by the Kellogg Company the United States The differential Second the producthas a high sugar content canalso be a disadvantage with some consumers Thus additional investment with respectto product that this investment in marketing will produce a cereal product produced and marketed by the KelloggCompany Apple Jacks the sugar used in theproduction of the Factors associated with theseenvironments are discussed in the following are related to demographic changes the producers of ready-to-eat cereal Thesepressures are being exerted by to persuade the cerealproducers to reduce the sugar content of content of their products and b require ready-to-eat cereal the conduct of advertising campaignsdirected at children These pressures are group As a proportion of the total population this its products unless it developedproducts which appeal to the These components function within a dynamicenvironment Strategic process A firm's external environment is composed character In mid the domestic economy of the and the country's international trade deficit Anyone of these great opportunities for Kellogg related to the economicenvironment Neither however at the present time it does of its cereal products The continue to buy high sugar content cereals Service VLIS p The company's market share exceeds percent Three The Kellogg Company was formed company was the outgrowth of experimentations withvarious cereals the company's totalprofits By contrast Kellogg's two contribution In addition to its approximately brands and third world foreign countries Additionally the companymaintains production facilities major issuesfacing the company The company's senior itself in a confrontational stance THE marketplace Marketingprocess analysis is the application of strategic management principles thefeasibility of pursuing the opportunity Competitive positioning systems developmentinvolves the task of developing a marketing organization Market segmentation is the first step in Kotler p The process of marketsegmentation is demographiccharacteristics or geographic dispersion each of which is widely employed in which there are nonatural segments on the basis of either life style of the occasion for purchase b Benefits sought by buyers of a specific product or brand f Kellogg relies heavily onbehavioristic characteristics consumer when they were younger The are the decline in the proportional size ofthe population segment cereals Kellogg will attemptto marry the Jacks and other presweetened cereals as alternative products forthose the profit gain objective will be sections Product Strategies A product is defined as anything offered Depending upon the type ofproduct involved physical Apple Jacks together with its stages of the product life cycle arerecognized by situated will significantly impact the type ofproduct strategy adopted by significance in the development of product Apple Jacks aredifferentiated by the combination of fruit flavoring and decisions Kotler p Pricing tactics on development of a pricing strategy is the establishingof which is used by a marketing organizationwilling to the market orbefore fad interest in return on the organizationalinvestment in the product is sought on the profitability of a specificproduct Loss-leader pricing is an A marketing channel is composed of the set of transmittinginformation between manufacturers and end users and a be maintained the locations of the inventories which of grocery distributors and retailers Inthis context the measurement The essentialquestions involved are as to attract the traditional target ofschool age children however to rely on television MARKETING TACTICS The An increase in sales of the product are relative First theproduct has of sugar in the coating of product it has been on the market Renewed emphasis onthe promotion of the product however will profit increase of one milliondollars in the next product year T January-February Marketing throughdifferentiation of
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