The present paper analyses the ma rketing mix for Kellogg’s ‘Special K’ breakfast cereals 2 aiming at filtering out the target market. Two supermarkets in Sydney were examined for data .
Table of Contents
- Introduction
- Product
- Price
- Competition
- Kellogg's products
- Place
- Promotion
- Conclusion: Target Market for Kellogg's 'Special K'
Objectives and Key Themes
This paper examines the marketing mix for Kellogg's 'Special K' breakfast cereals, aiming to define the target market. The analysis focuses on two supermarkets in Sydney and incorporates a comparison with competitor products and other Kellogg's cereals.
- Determining the target market for Kellogg's 'Special K' breakfast cereals
- Analyzing the product characteristics and positioning within the market
- Examining price strategies in relation to competition and other Kellogg's products
- Assessing the distribution channels and placement within retail stores
- Evaluating the promotion mix and its impact on consumer targeting
Chapter Summaries
- Introduction: This chapter provides a brief overview of the paper's objective, methodology, and scope.
- Product: This chapter discusses the 'Special K' product line, highlighting its key features such as low-calorie, low-fat content, varied flavors, and ease of preparation. It also mentions the product's packaging and its focus on appealing to busy consumers interested in health and fitness.
- Price: This chapter compares prices for 'Special K' cereals with competitor products, specifically Uncle Toby's Plus, and with other Kellogg's cereals. The analysis suggests that 'Special K' is positioned as a premium product, targeting consumers who value health and fitness and are willing to pay a higher price.
- Place: This chapter examines the distribution channels for 'Special K' cereals, noting their availability in major supermarkets and their placement on shelves for convenient shopping.
- Promotion: This chapter discusses Kellogg's promotion mix for 'Special K', emphasizing its combination of mass and targeted communication. The analysis highlights the use of TV spots, print media, outdoor posters, internet platforms, and sales promotions to reach a specific target audience.
Keywords
The primary focus of this analysis lies in the marketing mix for Kellogg's 'Special K' breakfast cereals. Key terms and concepts include target market, product characteristics, price strategy, distribution channels, promotional mix, health and fitness, premium pricing, and consumer segmentation. These terms reflect the core elements of the analysis, providing insights into the company's efforts to reach its target audience.
Frequently Asked Questions
What is the target market for Kellogg's Special K?
The target market consists of health-conscious and fitness-oriented consumers, particularly busy individuals who value low-calorie, low-fat breakfast options and are willing to pay a premium price.
How is Special K positioned in terms of price?
Special K is positioned as a premium product. Compared to competitors like Uncle Toby's Plus and other Kellogg's cereals, it maintains a higher price point to reflect its health-focused brand image.
What are the key product features of Special K?
Key features include its low-fat and low-calorie content, varied flavors, and ease of preparation, which appeals to consumers with a busy lifestyle.
Where was the data for this marketing analysis collected?
The data was collected from two major supermarkets in Sydney, focusing on retail placement and shelf distribution.
What promotional strategies does Kellogg's use for Special K?
Kellogg's uses a mix of TV spots, print media, outdoor posters, internet platforms, and sales promotions to reach its specific audience.
Who is the main competitor mentioned in the study?
The paper specifically mentions Uncle Toby's Plus as a competitor in the breakfast cereal market.
- Quote paper
- Anne-Kathrin Müller (Author), 2004, Determination of Target Market for Kellogg's Special K, Munich, GRIN Verlag, https://www.grin.com/document/30012
