MARKETING

Breakfast Cereal

Breakfast Cereal

Introduction of each brand

Nestle

Nestle (Malaysia), a part of Nestle Group, is engaged in the manufacturing, marketing and sale of food, confectionery and dairy products in Malaysia. The company is headquartered in Petaling Jaya, Malaysia. The company recorded revenues of MYR4,026.3 million (approximately $1,247.8 million) in the fiscal year ended December 2010, an increase of 7.5% over 2009. The company's operating profit was MYR487.4 million (approximately $151 million) in fiscal 2010, an increase of 5.6% over 2009. Its net profit was MYR391.4 million (approximately $121.3 million) in fiscal 2010, an increase of 11.3% over 2009.

Kellogg Company

Kellogg Company (Kellogg or the company') is an American multinational producer of breakfast foods, snack foods, cookies, and crackers and at the same time operating in Malaysia and other Asian countries.. The company also manufactures and markets ready-to-eat cereals and convenience foods such as toaster pastries, cereal bars, fruit snacks, frozen waffles and veggie foods. It is headquartered in Battle Creek, Michigan and employs 30,600 people. The company recorded revenues of $12,397 million during the financial year ended December 2010 (FY2010) a decrease of 1.4% compared to FY2009. The operating profit of the company was $1,990 million in FY2010, a decrease of 0.5% compared to FY2009. The net profit was $1,247 million in FY2010, an increase of 2.9% over FY2009.

Variables for each brand appear to be using in segmentation

Nestlé (M) Bhd

Nestlé (M) Bhd launched Nestlé Clusters during the first half of 2011in two flavors: banana-nut and almond. Nestlé Banana Nut Clusters are made from whole-grain wheat combined with slices of dried banana, crunchy nuts and pieces of hazelnut, while Nestlé Almond Clusters contains a unique blend of almond slices and crunchy nuts. Nestlé Clusters mainly targeted at health conscious consumers. But here we are focusing more on two different brands launched by nestle which are Nestle koko Krunch (coco Crunch) and Nestle Fitness.

Talking about nestle Koko Crunch their key target audience are children of small ages, and for nestle Fitness, these are targeted towards those people or especially women's who are health conscious and want to lose their weight. Koko Crunch Primary target markets are kids which fall under the age bracket of 7-12 years. Talking about nestle Fitness cereal, its key target audience are young people it is a source of whole grain, which helps one, to make oneself slim and smart. Talking about flakes, Flakes recorded the highest value growth in breakfast cereals during 2011, increasing by 5%. Some of the most famous brands in flakes such as Kellogg's Special K offer products with functional benefits, specifically nutritional benefits, which helped flakes to increase in value during 2011. Furthermore, flakes remain one of the most important ingredients in home baking, which boosts sales of flakes during festive seasons such as Hari Raya, Chinese New Year, Diwali and Christmas. In addition, flakes remain a very popular and affordable breakfast cereal and one which is suitable for the whole family.

Kellogg Asia Marketing

Sales of breakfast cereals in Malaysia remained dominated by global manufacturers during ...