Table of contents.
1. Introduction. 1
2. Product analysis. 1
2.1 Product life-cycle. 1
2.2 Core product. 1
2.3 Actual product. 1
2.4 Augmented product. 2
2.5 Competing products. 2
3. Target marketing Strategy. 2
3.1 Market segment. 2
3.2 Market targeting. 2
3.3 Positioning. 3
4. Consumer buyer behaviour. 3
5. Conclusion. 3
List of references. 5
Appendix 1. Current life-cycle stage 6
Appendix 2. Differentiated marketing strategy 7
Appendix 3. Brand position strategy. 8
Appendix4. Communicating Kellogg's chosen position via the internet. 9
Appendix 5. Consumer buyer roles 10
List of tables. 11
Table 1. Levels of product. 11
Table 2. Direct competitors. 12
Table 3. Indirect competitors. 12
Table 4. Market segment profile for Kellogg's cornflakes. 13
The marketing of Kellogg's cornflakes has resulted in the creation of one of the world's most valuable brand names in the breakfast cereal industry and has been the key to the company's success for almost 100 years.
(www.thetimes100.co.uk.) The aim of this report is to give an overview of Kellogg's cornflakes and to analyse the marketing strategies that Kellogg's have used in promoting cornflakes, the flagship product of Kellogg's since its launch in 1906.
2. Product analysis.
2.1 Product life-cycle.
Kotler et. al (2001, p. 397) define product life cycle as 'the course of a product's sales and profits during its lifetime.' Kellogg's 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 Kellogg's brand name. See appendix 1.
2.2 Core product.
Core benefits or problem solving services are what customers are buying when they purchase...