KELLOGG'S-CASE STUDY

Kellogg's-Case Study

Executive summary

This report has focused on analyzing different products of the Kellogg's in terms of their stages at product life cycle. From the analysis of the case, it has been identified that some of the products of the company are on declining stage and hence the Kellogg's needs to take some actions in order to boost sales of the company. Throughout the report, different stages of product life cycle have been discussed in detail, defining and explaining the key theoretical concepts of the PLC.

Kellogg's-Case Study

Introduction

Kellogg's company is an American based multinational company which is involved in producing breakfast cereals, crackers, cookies, and snacks etc. The Kellogg's company is also involved in producing and delivering ready to eat cereals and convenience foods, like fruit snacks, frozen waffles, fruit snacks, toaster pastries and veggie foods. The company is headquartered in Battle Creek, Michigan and approximately 30,600 employees are working in the company. This research report focuses on analyzing the current products of the company and identifying in which stage the product is lying in the product life cycle model.

Every Kellogg's brand holds its own position in a competitive market. This case study focuses on the brand of Nutri-Grain, it explained the circumstances in which the Kellogg's identified that there an issue with its brand and then they focused in utilizing tools and business models in order to reach at a solution and retaining its customers. The overall aim was to re-launch the brand and return it to growth in its market.

Key Areas of Research and Sources

The key areas of this research work emphasize on analyzing the current products of the company and identifying the place of each product in the product life cycle model. The sources used for gathering information about the company and the products of the company were online annual reports of the company and the case study is analyzed from which most of the information is obtained regarding company product's.

Products of the Company

Products:

Ready-to-eat cereals

Cookies

Crackers

Toaster pastries

Cereal bars

Frozen waffles

Meat alternatives

Kelloggs k

Corn flakes

All-bran

Frosties

Key Theoretical Positions

The significant theoretical concept which has been identified after the analysis of the case study is the model of Product Life Cycle. In theory, thFrostiese product life takes place in the same way (Westkämper, 2000, pp. 501-522). After a period of 'research and development', it is launched on the market. More and more customers trying and its market share are growing in importance. Its market eventually stabilizes and the product becomes mature. After a certain period, the product is overtaken by development and the introduction of top competitors, so it get declined and eventually removed. However, if Corn-Flakes, All-Bran and Kelloggs K are taken into consideration, than it can be seen that Kellog's have focused on increasing its market share through these products. It can be due to the fact that every marketer should know that most products die from the launch phase, other familiar cyclical maturity phases where declines lead to promotions to get customers (Wheelright, 1992, ...