Group Assignment - Cereal
Executive Summary
Experts worldwide agree that breakfast is the most important meal of the day. Breakfast cereal is the best way to kick of a healthy start to a day as it contains low-fat, nutrient-dense food with many essential vitamins and minerals. Not only is cereal healthy, it is usually a very reasonable price and extremely easy to put together on a day to day basis. Kellogg’s is one of the most successful Australian cereal brands on the market today with a diverse range of cereals. One of the most recent cereals to the Kellogg’s product line is “Smart Start Healthy Heart” (SSHH). SSHH focuses mainly on the idea of a consumers having healthy, well balanced and tasteful start to each morning. Although with an alarming level of sugars and other trans fats, it is quite hard to believe that this cereal is “smart for the heart”. This marketing plan will focus on developing a newly reconstructed look at the way SSHH is put together in order for the cereal to be a more healthy breakfast option. As well as modifying the cereal, the marketing plan will look to introduce an advertising campaign focusing on a target market of Adults (mainly parents) and children.
Contents
Introduction
Kellogg Company was created by Dr. John Harvey Kellogg and Will Keith Kellogg, his younger brother and business partner. In the late 19th Century, they accidentally discovered a brand new breakfast cereal. They could not imagine that they had the potential to create a multi-national, huge global industry that would change the eating habits of people all over the whole World. In modern day, Kellogg’s consumers want a cereal that is healthy and convenient for their lifestyle. Kellogg Company then continued their exploration and development untill they produced a new product line call “Smart Start Healthy Heart” in 2006. Although Kellogg is one of a limited number of top “Breakfast Brand”, but it still far behind
Experts worldwide agree that breakfast is the most important meal of the day. Breakfast cereal is the best way to kick of a healthy start to a day as it contains low-fat, nutrient-dense food with many essential vitamins and minerals. Not only is cereal healthy, it is usually a very reasonable price and extremely easy to put together on a day to day basis. Kellogg’s is one of the most successful Australian cereal brands on the market today with a diverse range of cereals. One of the most recent cereals to the Kellogg’s product line is “Smart Start Healthy Heart” (SSHH). SSHH focuses mainly on the idea of a consumers having healthy, well balanced and tasteful start to each morning. Although with an alarming level of sugars and other trans fats, it is quite hard to believe that this cereal is “smart for the heart”. This marketing plan will focus on developing a newly reconstructed look at the way SSHH is put together in order for the cereal to be a more healthy breakfast option. As well as modifying the cereal, the marketing plan will look to introduce an advertising campaign focusing on a target market of Adults (mainly parents) and children.
Contents
Introduction
Kellogg Company was created by Dr. John Harvey Kellogg and Will Keith Kellogg, his younger brother and business partner. In the late 19th Century, they accidentally discovered a brand new breakfast cereal. They could not imagine that they had the potential to create a multi-national, huge global industry that would change the eating habits of people all over the whole World. In modern day, Kellogg’s consumers want a cereal that is healthy and convenient for their lifestyle. Kellogg Company then continued their exploration and development untill they produced a new product line call “Smart Start Healthy Heart” in 2006. Although Kellogg is one of a limited number of top “Breakfast Brand”, but it still far behind
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