Business and Management

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Business & Management (SL) IA:

Commentary on:
How is Special K using the mobile electronics to capture the diet market?

Candidate Name: Alaina Russell
Candidate Number: dxn496
Declaration of Authenticity:
I confirm that this work is my own and is the final version. I have acknowledged each use of the words or ideas of another person, whether written, oral or visual.

Candidate Signature: __________________________________ Date: ___________

Word Count:

Table of Contents:
1. Introduction……………………………………………………………………………3 2. Ansoff Matrix………………………………………………………………………….4 3. The 7 P’s……………………………………………………………………………….5 4. SWOT Analysis………………………………………………………………………...6 5. Conclusion……………………………………………………………………………...7 6. Bibliography……………………………………………………………………………8 7. Article 1………………………………………………………………………………..9-10 8. Article 2………………………………………………………………………………11-15 9. Article 3………………………………………………………………………………16-22 10. Article 4………………………………………………………………………………23-26 11. Article 5………………………………………………………………………………27-30

Alaina Russell
IB Business Management
2/22/13

Kellogg’s is redoing it’s marketing strategy for the Special K cereal brand with an application called “myPlan” that lets users manage their weight loss goals through the mobile phone, desktop, twitter, broadcast, and print. This is all part of Special K’s bigger marketing plan to promote the Special K diet. The question that I want to figure out is how is Special K using the mobile electronics to capture the diet market? The Special K diet allows a young and old person to take the challenge and turn it into something that is worth wild for them. To promote this, Kellogg’s users can sign up for four different weight loss programs that let them track their stability as they go along so they can reach an ideal weight, or prepare for an event. As they get closer to the goal or challenge and track their Special K eating habits, they receive virtual badges as rewards for making it so far. If customers of the Special K diet, or challenge, are satisfied with the job Kellogg’s has done, they would like you to recommend them to friends and family or whoever you think might want to take this challenge. Also would like to make them aware of the health food for conscious women who are taking the Special K diet; Mostly Females from 15-35 in urban and suburban areas, the middle and upper class mostly2. To analyze this further, I will be using Ansoff Matrix, the 7p’s, and SWOT analysis. The first tool that I will be using to examine this more is Ansoff Matrix. This tool of analysis, allows the marketers to consider ways to grow the business via existing and/or new products, in existing and/or new markets. This helps the companies decide what course of action should be taken. So in this case, Kellogg’s is trying to promote their Special K challenge, or diet to help user’s lose weight by having an app called “myPlan”. For them to do this they will need to know their market penetration, the competitors’ customers, or attracting non-users and convincing current clients to use more of the Special K challenge. Attracting mostly females from the age of 15-35 in urban and suburban areas, the middle and upper class2 are going to be the biggest part of the market penetration. You could also attract people who use different weight loss programs and get them to try the Special K Challenge. Then they will need to know the product development, the sale of new products or the existing ones in the existing markets. So basically they need to know what’s out there and come up with new things that will help also. Kellogg’s is a producer of cereal and convenience foods like crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and vegetarian foods3. So if they have diet things for these products but they taste the same as the regular ones, the customers will love it and want to keep using the Special K Challenge. There is also a “What...
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