Pob Marketing Sba

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  • Topic: Marketing, Sales, Price
  • Pages : 5 (1290 words )
  • Download(s) : 595
  • Published : January 16, 2013
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CONTENTS
Introduction…………………………………………………….Pg. Description of Business………………………………………...Pg. Organization of the Marketing Department…………………….Pg .Market Research………………………………………………..Pg. Branding and Packaging………………………………………..Pg. KCCL’s Price Strategy………………………………………….Pg Place…………………………………………………………….Pg. Promotion Mix………………………………………………….Pg. Government Regulations………………………………………..Pg. Technology……………………………………………………...Pg. Consumer Complaints…………………………………………..Pg. Ethics……………………………………………………………Pg. Conclusion………………………………………………………Pg INTRODUCTION

This study seeks to investigate the marketing strategy of Kenlee’s & Company Cereal Limited (KCCL). This successful cereal producer prides itself on having a quality product and a policy of putting customer satisfaction first. The importance of the marketing mix, market research, competitors, substitutes and customer satisfaction all impact on the strategy adopted by KCCL. The impact of branding and the various choices available to the marketing department will be discussed and the Ethical responsibility KCCL owes to its customers will be highlighted. Description of the Business

Kenlee Cereal & Company Limited (KCCL) was founded in 1987 as a privately owned family business. The company is involved in the production and marketing of cereals. In1997 it took on a partner to provide more capital. It is also a limited liability business. This medium sized company employs 50 persons. It is financed by loans, personal savings and investments through its partnership with its local business partner Erica’s Country Styled Honey Roasted Peanuts. KCCL is located off the Sir Solomon Hochoy Highway close to the Presal fly-over. It plans to become the leading exporter of cereals in the Caribbean and thereafter the international market. Organization of the Marketing Department

Organization of the Marketing Department
Marketing Manager: -
The Marketing Manager is responsible for the cereal marketing and also the profit and loss of his department. Advertising Manager:- The Advertising Manager oversees the whole process of advertising for KCCL. The process begins from market research and finally leading to the actual sales. Advertising at KCCL is based on the image the company seeks to portray. In this case, the company is concerned about producing a cheap, quality, nutritious and tasty product. Sales Manager:- Sales Managers are responsible for sales. Their role involves organizing, motivating and leading sales teams. They are responsible for the combined performance of the team. At KCCL, Sales Managers are responsible for: •Recruiting and training sales staff

Supervising, motivating and monitoring team performance
Allocating areas to sales executives
Setting budgets/targets
Liaising with customers which includes actual selling (Wholesalers, Retailers) •Keeping abreast of what competitors are doing
Market Research
Customers differ on many dimensions- taste, needs, and expectations. Managers therefore need to ensure that their product satisfies these tastes. Market research is therefore very important to reveal customer needs. Before this can be done the potential customers had to be identified. This is done by either: •Targeting the whole population

Segmentation (geographical, behavioral or demographics)
Niche marketing
KCCL has chosen to target the whole population.
At the company’s recent launch of its new product. KCCL chose to segment themarket using demographics to identify its customers. Characteristics such as age,income, occupation or education can be used to divide the population. In theintroduction of its new Granola Bar, age was used to identify the target population.The age groups were: •3-14years

15-35years
36 and older
The marketing manager identified the needs of these groups with respect to their nutritional needs. The (3-14years) group indicated that these persons needed proper nutrition in order to promote healthy growth and development. The (15-35...
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