Special K

Satisfactory Essays
Kellogg’s Special K: Cinnamon Pecan

Marketing aims:
• To satisfy our customers with a delicious but healthy product that provides nutritious sustained energy all morning.
• Promote Kelloggs Special K as a healthy breakfast option compared to other breakfast cereals. We aim to increase the profit by 5% by the end of 2014.
• Use resources to sponsor activities and run physical activity focused community programmes for its consumers and the public in general
• Increase the association between Kellogg and physical activity
• Introduce food labelling that would enable consumers to make decisions about the right balance of food

Each of the aims set by Kellogg was clear, specific and measurable. This meant Kelloggs would know whether each objective had been achieved. The objectives were considered to be achievable. The aims were set over a realistic time-period of two years. By setting these objectives Kelloggs set a direction that would take the business to where it wanted to be two years into the future.

The marketing audit:
Kelloggs Special K is found under Kelloggs breakfast cereals collection. Special K is one of 22 breakfast cereals that Kelloggs develop. Special K comes in 11 different types; Originial, Cinnamon Pecan, Red Berries, Oats and Honey, Chocolatey Delight, Vanilla Almond, Fruit and Yoghurt, Chocolatey Stawberry, Low Fat Granola, Multigrain and Protein. The wide range of flavours Special K develops differentiates them from other competitors. Special K Cereals are made with whole grain and fibre, making them a deliciously nutritious part of any balanced breakfast which are targeted at all age groups over three years

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