Launching Ready to Eat Cereals by Kelloggs in UK

by

ABSTRACT

Kellogg is an international food and product Service Company and a multinational brand to provide manufacturing and supplying of different elements that are considered in a manner of facilitation as breakfast items and things one can purchase for quick meals. Headquarter of the Kellogg company is located in Battle Creek, Michigan, United States. It is famous not only for the breakfast items but for multiple other food associations and convenience products such as cookies, toasters, crackers, cereal bars, frozen waffles, vegetarian foods, snacks which are fruit flavoured and different types of pastries as well. There are several brand names Kellogg is associated as well considering the marketing strategies and endorsements that it facilitates and associates with. Here are some of the brands that the company is working with; Corn Flakes, Pop-Tarts, Eggo, Keebler, Cheez-It, Rice Krispies, Nutri-Grain, Bear Naked, Famous Amos, Special K, All-Bran, Club Crackers, Yogo Bits and Kashi. The products which are produced with the name of Kellogg are produced within 18 countries including national and international ones which are affiliated equally with their considerations and moderations of working equipments and company materials. The marketing and supply of such detailing is carried out within the regions of 180 countries that are different from one another in the entire cultural, competitive, social and economic manner for the cause.

ACKNOWLEDGEMENT

It would not have been possible to narrate this thesis without the help and motivation of the gracious people around me, to only some of whom it is possible to give particular highlight here.

First of all, I would like to express my sincere appreciation to my advisor [professor's name] for the continuous support of my study and research, for his endurance, enthusiasm and engross knowledge. His guidance helped me in all the time of research and writing for this thesis.

Besides my advisor, I would like to thank the rest of my thesis committee [professor's names] for their encouragement, perceptive comments and difficult questions.

I thank my fellow research companions [names] for the stimulating discussions, for working together before deadlines and for the enlightening experiences.

Last but not the least I would like to thank my family: [names] for supporting me and providing me insightful suggestions and ideas for working on this diversified project.

Table of Content

ABSTRACTii

CHAPTER ONE INTRODUCTION6

Background6

Background of Case Company6

Kellogg Company profile6

Significance of the problem7

Statement of the purpose8

Statement of the problem9

Research aims9

Research objectives10

Research questions11

Structure of the dissertation12

CHAPTER TWO LITERATURE REVIEW13

Kellogg's Business formation14

Raw materials15

Customers16

Competition17

Competitive strategies for the market structure18

Launching and communication strategies19

Segmentation and targeting strategies of launching new products21

Branding and launching strategies23

Cultural influences on marketing strategies25

SWOT Analysis26

Strengths27

Weaknesses27

Opportunities28

Threats28

CHAPTER THREE METHODOLOGY29

Introduction29

Research approach29

Inductive research approach30

Deductive research approach30

Qualitative and quantitative research31

Research strategies32

Survey32

Case study33

Data collection33

Primary data33

Secondary data34

Methods of data analysis34

Reliability and validity35

Ethical issues35

Limitations36

Summary37

CHAPTER FOUR DATA FINDINGS AND ANALYSIS38

Introduction38

Data findings39

CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS44

REFERENCES47

CHAPTER ONE INTRODUCTION

Background

The explanatory background of this dissertation is to have an examination on launching ready to eat cereals by Kellogg's in UK. There have been different advancements and approaches within the consideration of having a systematic marketing and ...