Enterprises Effectively Using Market Research
Kellogg’s Use of Market Research
Deidre Heitmann Hughes
BUS4036 Marketing Research
U05a2 Enterprises Effectively Using Market Research
Capella University
February, 2013
Introduction
Kellogg’s is an over 100 year old company whose focus is primarily breakfast and snack foods with 36 brands under its profile (Kellogg 's). Kellogg’s produces its products in 19 countries for distribution of their products in over 160 countries. Current Products for Kellogg’s includes cereals, cookies, snack bars, meal replacement drinks, crackers and other snacks. Key drivers for each of these include taste and convenience with packaging that is colorful, fun and attention grabbing. The market segmentation for the Kellogg’s brands falls under two primary categories; families with young children and those who are interested in nutritional foods and snack that help with weight loss or control. The company’s mission statement is, “To enrich and delight the world through foods and brands that matter.” The company’s strategy has been to brand itself as providing fast, convenient, good tasting breakfast foods and snacks that are nutritious. Kellogg’s enjoys strong brand recognition and retention with the company ranking number 29 out of the Interbrand top 100 global brands (The Top 100 Brands, 2012).
Kellogg’s has a marketing team of over 100 senior marketers all over the world and the organization implements common working processes across the territories, however, they are careful to create their brand image and product flavors in harmony with the culture of each country. Kellogg’s diligently utilizes market research for every aspect of its business decisions from branding to new product development.
Kellogg’s Branding Market Research
Kellogg’s has very carefully crafted and maintained its market brand and to do this they are diligent conductors of market research. A successful and effective brand encourages brand loyalty and provides the company with distinction
Deidre Heitmann Hughes
BUS4036 Marketing Research
U05a2 Enterprises Effectively Using Market Research
Capella University
February, 2013
Introduction
Kellogg’s is an over 100 year old company whose focus is primarily breakfast and snack foods with 36 brands under its profile (Kellogg 's). Kellogg’s produces its products in 19 countries for distribution of their products in over 160 countries. Current Products for Kellogg’s includes cereals, cookies, snack bars, meal replacement drinks, crackers and other snacks. Key drivers for each of these include taste and convenience with packaging that is colorful, fun and attention grabbing. The market segmentation for the Kellogg’s brands falls under two primary categories; families with young children and those who are interested in nutritional foods and snack that help with weight loss or control. The company’s mission statement is, “To enrich and delight the world through foods and brands that matter.” The company’s strategy has been to brand itself as providing fast, convenient, good tasting breakfast foods and snacks that are nutritious. Kellogg’s enjoys strong brand recognition and retention with the company ranking number 29 out of the Interbrand top 100 global brands (The Top 100 Brands, 2012).
Kellogg’s has a marketing team of over 100 senior marketers all over the world and the organization implements common working processes across the territories, however, they are careful to create their brand image and product flavors in harmony with the culture of each country. Kellogg’s diligently utilizes market research for every aspect of its business decisions from branding to new product development.
Kellogg’s Branding Market Research
Kellogg’s has very carefully crafted and maintained its market brand and to do this they are diligent conductors of market research. A successful and effective brand encourages brand loyalty and provides the company with distinction
References: INDIA: Kellogg issued notice over Special K ad claims. (2012, November 28). Retrieved February 8, 2013 from Just-Food: http://www.just-food.com/news/kellogg-issued-notice-over-special-k-ad-claims_id121355.aspx (2012). Kellogg Company 2011 annual report. The Top 100 Brands. (2012). Retrieved February 8,2013 from Interbrand: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx Chakraborty, D. (2009, October 5). Ayushveda.com. Retrieved February 8, 2013, from Kellogg 's in India: A Square Peg in a Round Hole: http://ayushveda.com/blogs/business/kelloggs-in-india/ Kellogg 's. (n.d.). Retrieved February 8, 2013, from Kellogg 's: http://www.kelloggs.com/en_US/home.html The Times 100 Business Case Studies. (n.d.). Retrieved February 8, 2013, from New Products from Market Research A Kellogg 's Case Study: http://businesscasestudies.co.uk/kelloggs/new-products-from-market-research/introduction.html#axzz2KPvS3ACc The Times 100 Business Case Studies. (n.d.). Retrieved February 8, 2013, from Re-Branding a Corporate Image A Kellogg 's Business Case Study: http://businesscasestudies.co.uk/kelloggs/re-branding-a-corporate-image/introduction.html#axzz2KPvS3ACc