MARKETING

Unit 9 Creative Product Promotion

Unit 9 Creative Product Promotion

Introduction to Case

This case relates to producing a promotional campaign for Kellogg's by Elite Advertising Agency that has been hired for this purpose. This case will entail a comprehensive account of how the promotion will be brought about in addition to specifying the practices that can result into a more effective promotion. Kellogg's Coco Pops is a breakfast cereal that speaks for its target audience by emphasizing that it is “not just for kids”.

Overview of Company

Kellogg Company is a multinational agri-food enterprise of U.S, which mainly produces breakfast foods, cereals and crackers. The company is headquartered in Battle Creek, Michigan, United States. Kellogg's was founded in 1906 by Will Keith Kellogg who relied on the feeding of the Seventh Day Adventist, a religion that he practised. The result was so good that orders were immediate, and soon after it jumped high in number. Today it is the leader with Nestlé in the field of breakfast cereals worldwide. After under-utilization of its expertise in the development and commercialization of products, the market share of U.S. Kellogg's hit a low of 36.7% in 1983 (Calkins & Tybout, 2005, p. 100-103). A prominent Wall Street analyst called it “a good company” that is beyond their first competitors and the cereal market was considered “mature” in the product life cycle.

Analysis of Current marketing Promotion at Kellogg's

Competition among manufacturers in similar product lines is fierce and therefore, creates the need for innovation often to preserve its market share. The universe of breakfast is changing. It should, however, that manufacturers will remember for the development of their products, ideas of naturalness and balanced diet, two concepts expected by consumers. As part of a market study of breakfast foods especially cereals, it seems difficult dwelling on each product type. We therefore, decided to further analyze the market for breakfast cereals subjected to competition from other products developed for this sector by industry in terms of the applicability of the marketing tools that could be utilized for this purpose.

Reasons behind choice of media in a successful promotional campaign

Question 1

The target audience for Kellogg's Coco Pops campaign are breakfast eaters, which does not, in any way, means only children. The promotional tagline for the brand calls for itself as “not just for kids”. Breakfasts, usually reserved for children, are also the choice of adolescents, those adults who want to relive their childhood. This means that Kellogg's Coco pops is not only reserved for children but for athletes, students, mothers, fathers, and adults too, who are breakfast eaters and have diverse health needs (Curtis, 2001, p. 75-81). It is also a source of nourishment for the aged who cannot carry out daily activities without a good breakfast that keeps them up and about the whole day.

Question 2

There are many ways in which a brand may reach its target audience. All the promotional campaigns of the brand are linked to the positioning of the product to its target ...