Kellogg’s Special K Cereal

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1EXECUTIVE SUMMARY……………………………………………………………………3 2INTRODUCTION……………………………………………………………………………..4 2.1Kellogg’s Special K Background……………………………………………………………...4 2.2Kellogg’s Mission………………………………………………………………………………4 2.3Kellogg’s Vision………………………………………………………………………………..4 2.4Kellogg’s Objectives……………………………………………………………………………4 EXECUTIVE SUMMARY

Kellogg is one of the leading companies in the world of healthy nutritious food company, has 106 years of history in the business of food production. Their products are manufacture over 18 countries and marketed in more than 180 countries worldwide including Singapore, it has contributed to the environment by adopting a strong environment policy, demonstrating their dedication to caring for the local communities and protecting our environment. The Kellogg’s product that our group is focusing on is Special K which is a lightly toasted breakfast cereals introduced in 1956. It is to be consume and help one lose weight providing nutritional factors for all ages. In this marketing project, our aim is to successfully promote a convenience package of Kellogg’s Special K cereal, named Special K On The Go! .In the package, it contains milk, disposable spoon and a serving of Special K cereal. Heavy advertising will be conducted over the time span of 6 months. This is to increase the awareness of Special K cereal and gain an increase share in the breakfast cereal market in Singapore. The financial analysis of the sales forecast and expenses have been tabulated in the report. The results projected that our propose marketing idea is feasible and we are confident that Special K On The Go! would be an improvement of Special K cereal line as it offers a new and convenience way of consuming the cereal.

2INTRODUCTIONS
2.1KELLOGG’S SPECIAL K’S BACKGROUND
Special K is manufactured by KELLOGG’s company in 1956. Special K is not just nutritious and low-fat cereal, it also provides benefits such as able to help dieters to maintain and even lose weight. In order to stay competitive in the food industry, they have continuously introduced different varieties over the years to entice more consumers as well as to keep up with the market trends. 2.2KELLOGG’S MISSION

Since Special K is manufactured by the Kellogg Company, it naturally abides by the general mission of Kellogg’s Company. “Kellogg is a Global Company Committed to Building Long-Term Growth in Volume and Profit and to Enhancing its Worldwide Leadership Position by Providing Nutritious Food Products of Superior Value How do we uphold this mission? Our world-class leadership is dedicated to a management philosophy that holds people above profits. And they're committed to an advertising and marketing philosophy that helps ensure the Kellogg name is associated with wholesome, truthful advertising. 2.3KELLOGG’s VISION

To enrich and delight through foods and brands that matter
2.4KELLOGG’S OBJECTIVES
Nourishing families so they can flourish and thrive. We are a company of promise and possibilities. Each day represents a fresh opportunity to share Our Vision, live Our Purpose. By being mindful and committed to these ideals, we uphold our founder’s dedication to people and their well-being. And we promote an environment where we can push beyond boundaries and across borders to create foods and brands that help to fuel the best in everyone everywhere. It is this belief that brings us together and sets us apart. 3OVERVIEW OF CURRENT MARKET

3.1CURRENT MARKET SIZE
As of current, Kellogg’s is the first runner-up brand in breakfast cereal and is experiencing double digit growth. While the breakfast cereal market is broadly defined, we managed to pinpoint out the major competitors other than Kellogg’s in the market – namely Nestle’s the direct competitors. The smaller competitors have insignificant market shares and have been grouped into one broad category “Others”. From the figure below, we can see that...
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