...to grow a brand Introduction 1 2 Kellogg’s and the marketing mix With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Managers can decide when to make key changes to a core product by analysing its position within the product life-cycle. Life-cycle analysis accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e.g. with a fad, or In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. Kellogg’s is a global organisation. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries. In an uncertain world where the organisation’s strategy is to focus on products and brands that are either the market leader or in a strong second position the company believes that this focus upon core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. craze) or, as with Special K, for many years. Although it was a successful product, Kellogg’s recognised the opportunity to stretch...
Words: 1953 - Pages: 8
...brand Kellogg’s and the marketing mix Introduction 2 1 In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, uncertain world where the organisation’s strategy is to focus on be expensive. It involves making investment decisions now, in the products and brands that are either the market leader or in a strong hope of making a return later. Weighing up future returns against an second position the company believes that this focus upon core and investment is a crucial part of a manager’s job. successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. It always involves an element of risk, because the future is never outcomes. However, all business activities involve some element of risk. There is often said to be a link between risk and return. The accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e.g. with a fad, or Kellogg’s is a global...
Words: 1858 - Pages: 8
...Topic: Is Infant Circumcision Really Necessary? Circumcision, (in Latin circumcidere, means "to cut around"), “is the surgical removal of the foreskin of the penis” ("Circumcision," 2013). This is a practice that may be performed to an infant baby boy after birth or to a boy who is just approaching adolescence depending on the cultures or beliefs of the parents. There are many arguments concerning the best time for boys to undergo this procedure, and whether or not they should undergo this procedure. And like many surgical procedures, there are risks and benefits that may result from going through with this surgery. I believe in doing what is important and what is best for the child, meaning; catering to the boy’s interest is what I advocate. “There is compelling evidence that male circumcision reduces the risk of heterosexually acquired HIV infection in men by approximately 60%” ("Male circumcision for," 2012). World Health Organization also describes the efficacy of circumcision as proven beyond reasonable doubt, but states that provision of circumcision should be consistent with medical ethics and human rights principles. ("Male circumcision for," 2012). WHO and UNAIDS stated that “Informed consent, confidentiality and absence of coercion should be assured. . . . Where male circumcision is provided for minors (young boys and adolescents), there should be involvement of the child in the decision-making, and the child should be given the opportunity to provide assent or consent...
Words: 1382 - Pages: 6
...of the practice, strategies and goals of international marketing Demonstrate how international markets are different from domestic markets and provide an analysis of how international marketing environments can be understood and negotiated Analyse the impact of cultural, social, political and economic factors on marketing strategies Determine when to use different product-market entry and penetration strategies Discuss how and when the integrated marketing mix should be utilised in various international markets Provide an overview and discussion of academic marketing literature on the subject which will be applied to specific international case studies Course Structure The course will run for nine weeks and will consist of weekly classes of four hours. Each class will consist of lectures, seminar discussions, student presentations, and case-study work. Students presentations will usually last 15 minutes, will be done in groups and done on power-point. Students are expected to come to class fully prepared and to take an...
Words: 1525 - Pages: 7
...‘United Cereal: Lora Brill’s Eurobrand Challenge’ case analysis Question 1. As Lora Brill, United Cereal European VP, would you authorize Jean-Luc Michel’s request to launch of Healthy Berry Crunch in France? Be sure to analyze both sides: Launch and Delay Launch (summarize in a table format and then discuss). Question 2. Does United Cereal represent an example of centralized or decentralized international management? Question 3. What do you think of Brill’s Eurobrand proposals? Should she authorize the launch of Healthy Berry Crunch as the Eurobrand? What concerns do you have? How do you resolve them? Be sure to analyze both sides: Launch and Delay Launch (summarize in a table format and then discuss). Question 4.a. How might United Cereal implement your recommendations? 4.b. What do you think of the Eurobrand Team proposal? 4.c. How can you make the Team work? Introduction The case gives a brief idea about the company’s confusion over a new product launch in Europe. United Cereal was first established in the year 1910 in Kalamazoo, Michigan, It also stepped in to the market of other markets such as beverages, frozen food, and baked food. But the breakfast cereal trend soon set in. And it was very necessary for the company to do a full research before launching a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there was only one major competitor, Kellog. With the growing...
Words: 3444 - Pages: 14
...Ajasiz Johnson American Intercontinental University Consumer Marketing MKT655 – Research Methods in Marketing June 23, 2013 Abstract Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers. Consumer Marketing Introduction Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed campaigns are created to sway the consumers and to promote a positive image. Research on Brand Endorser and Consumer Perception Since one of the key objectives of an advertising agency is to persuade customers to purchase the products they represent, an advertisement’s credibility plays an intricate part in heightening the sense of appeal to potential consumers. The enormous amount of money that is allotted for advertising budgets for celebrity endorsements indicate that they are vital in the “advertising world”. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Even though it may sound vain, when creating campaigns, advertisers also have to consider the attractiveness, physical appearance, personality, etc., of...
Words: 1802 - Pages: 8
...IntMk-CStud-4.qxd 26/05/2005 14:05 Page 563 section 4 case studies cases 4.1 Wal-Mart’s German Misadventure 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise 4.3 Blair Water Purifiers to India 4.4 A Tale of Two Tipples 4.5 Kellogg’s Indian Experience 4.6 Strategic Alliances in the Global Airline Industry: from Bilateral Agreements to Integrated Networks 4.7 GN Netcom in China 4.8 IKEA: Entering Russia 4.9 The ‘David Beckham’ Brand 563 571 574 583 586 590 594 599 604 case 4.1 Wal-Mart’s German Misadventure I don’t think that Wal-Mart did their homework as well as they should have. Germany is Europe’s most pricesensitive market. Wal-Mart underestimated the competition, the culture, the legislative environment. — Steve Gotham, retail analyst, Verdict Retail Consulting, October 20021 We screwed up in Germany. Our biggest mistake was putting our name up before we had the service and low prices. People were disappointed. — John Menzer, head of Wal-Mart International December 20012 ‘Don’t look now:’ low prices all year round! With thanks to Walmart 563 IntMk-CStud-4.qxd 26/05/2005 14:06 Page 564 section 6 case studies section 4 German blues For the world’s largest retailing company, Wal-Mart, Inc., the German market was proving difficult to crack. By 2003, even after five years of having entered Germany, Wal-Mart was making losses. Though Wal-Mart did not reveal these figures, analysts estimated...
Words: 33872 - Pages: 136
...REVIEW OF LITERATURE The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'. In this age of globalization hyper competition has become a regular feature. Today the markets are no less then battlegrounds and one has to strive very hard for survival and growth. A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. Definition of Brand: ...
Words: 4012 - Pages: 17
...Discussion and Evaluation of Woolworths Foods purchasing process Authors: Ian dlamini, Sne Byron Van Herder, Naseer Khan, Mohamed Kadar & Muhammad Moola, Executive summary Woolworths is one of the biggest retail stores in South Africa. Founded in the early nineteen thirties by Max Sonnenberg, Woolworths has grown to a retail giant with over four hundred stores throughout Africa and Middle East. Along with Woolworths being of such large proportions it now is listed on the Johannesburg Stock Exchange. Within our study of Woolworths we will be examining the purchasing process of this retail giant and in order to achieve this we will employ tools and techniques to simplify our study. This study will compromise of a detailed discussion, illustration and evaluation of Woolworths purchasing process and for the purpose of our study we narrow down the study to a smaller aspect of Woolworths namely Woolworths Food. As we look closer into exactly what is required we employ the use of tools to aid in our study. These will consist of a SWOT analysis of the company, a PESTLE analysis of the purchasing processes and a PORTERS five forces analysis. We will then narrow down the purchasing process to one area of Woolworths namely Woolworths Food and base our study on that. A concise discussion is to follow in which we outline the most important factors that influence the purchasing decision. Included in the factors to be mentioned within our investigation we would refer to...
Words: 5362 - Pages: 22
...DOES CULTURE MATTER? BY SHRUTI BALABHADRA DM16144 In the yearly part of the 21st century Thomas L. Friedman published the bestseller “The World is Flat: A brief History of the 21st century” which was an international hit. The author stated that the world has become a flat and levelled field with respect to commerce thus in turn giving equal opportunity to competitors across the globe. Further, it stated that we have reached a time where geographical, cultural and historical divisions have become insignificant in terms of a trade culture. Friedman stated ten “Flatteners” that have levelled the global map: * The Berlin wall collapse: the downfall of communism was a primary breakthrough in terms of freedom of trade, content creation and an opportunity for the world to connect with each other. * Netscape: when the company went public, it gave rise to a new era of digitization where anyone could access and information form any part of the world. * “Workflow software”: the rise of new programming languages and machines resulted in the rise of a global platform for new multinational collaborations. Also called as the “Genesis Moment of the flat world”, it gave rise to the rest of the global flatteners. * Uploading: people were uploading and working together on online assignments from different parts of the world. * Outsourcing: this has helped companies in mass distribution where services and other activities like manufacturing have been segregated for better...
Words: 2699 - Pages: 11
...Joseph Halabi Mrs. Ciallella English 8C March 23 2015 The Bitter Side of Sugar Sugar has always been an important and influencing factor in our lives, although most of the time we don’t realize it. It is a product that is quite available in many places around the world since it is very affordable, yet is so misused by the majority such as food giants that use it in order to hook consumers, the reason for this is that sugar is cheap, sugar tastes good and sugar sells, so companies have little incentive to change. The overuse of sugar in hyperprocessed food affects the American consumer negatively, causing obesity, cancer, addiction and other diet related diseases. Sugar has become one of the longterm health disasters to consumers. For instance, Robert Lustig, Pediatric Endocrinologist at UC San Francisco, offers his analysis in the Public Health article “The Toxic Truth About Sugar” that for the first time in human history, chronic noncommunicable diseases like cancer, diabetes, obesity and heart diseases pose a greater health burden worldwide than do infectious diseases, resulting in 35 million deaths annually, mainly caused from excessive sugar consumption (10). We consume it and think it will be burned away through any type of physical activity such as working out, not realizing the fact that it leaves back permanent traces in our body that slowly develop over time and lead to serious and lifethreatening diseases. Additionally...
Words: 2158 - Pages: 9
...Impact of Celebrity Endorsement on a Brand chillibreeze writer — Saurbh Katyal (REF: http://www.chillibreeze.com/articles/Celebrityendorsement.asp accessed on 20 August 2012) "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin INTRODUCTION The motif behind total branding may be decocted as an attempt to amalgamate diverse activities to win customer preference. Apropos to this context, the topic “Impact of celebrity endorsement on overall brand”, is a significant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand. If I may take the liberty of rephrasing Aristotle’s quote on anger, “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.” Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall. Celebrity values define, and refresh the brand...
Words: 2686 - Pages: 11
...companies because through advertising they promote or market them products, so they are able to sell large stocks of goods that they produce and create demand for new products and offers, and for consumers because enable them to choose between different types of products on the market. In Latin, ad vertere means "to turn toward".] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. BRIEF HISTORY OF ADVERTISING Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in...
Words: 4787 - Pages: 20
...Food Marketing Policy Issue Paper Food Marketing Policy Issue Papers address particular policy or marketing issues in a non-technical manner. They summarize research results and provide insights for users outside the research community. Single copies are available at no charge. The last page lists all Food Policy Issue Papers to date, and describes other publication series available from the Food Marketing Policy Center. Tel (860) 486-1927 Fax (860) 486-2461 email: fmpc@canr1.cag.uconn.edu http://vm.uconn.edu/~wwware/ fmktc.html No. 17 October 1998 Jawboning Cereal: The Campaign to Lower Cereal Prices by Ronald W. Cotterill Food Marketing Policy Center University of Connecticut Food Marketing Policy Center, Department of Agricultural and Resource Economics, University of Connecticut, 1376 Storrs Road, U-21, Storrs, CT 06269-4021 Jawboning Cereal: The Campaign to Lower Cereal Prices by Ronald W. Cotterill Abstract This article introduces the Forum by explaining the sequence of events related to the jawboning campaign and subsequent reductions in cereal prices. It also introduces the main issues on the vigor of competition and pricing that are analyzed in subsequent papers. Jawboning as a public policy strategy is assessed and found useful in certain circumstances such as those in the breakfast cereal industry in the mid 1990’s. The jawboning campaign was effective in advancing price competition in an industry that successfully resisted repeated antitrust...
Words: 5234 - Pages: 21
...Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations. Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc. | Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world. Brand identity is the noticeable elements of a brand (for instance - Trademark colour...
Words: 5973 - Pages: 24
