Special K Breakfast Cereal Positioning
Special K Breakfast Cereal
This paper will critically review the situation and positioning of Special K breakfast cereals within the UK. In order to undertake this analysis a variety of observations have been carried out within supermarkets, these observations are accompanied by a number of assumptions which were developed following the earlier observations to determine target markets and marketing approach. The marketing concepts discussed have been sourced from Kotler et al (2009). Discussion will centre on the marketing mix 4P’s of product, price, place and promotion.
Background
Special K is thought to have launched in the UK in the late 1950’s or early 1960’s, the cereal is manufactured by Kellogg’s, a leading multinational corporation. Special K is available in ten different flavours with additional products available through cereal bar offerings. The focus of Special K is based around weight loss / control and a healthy lifestyle.
Current Position
Initial observation of Special K focuses on the packaging currently used. This is cardboard based and of similar quality to many other cereal products however some differentiation is evident when looking at the design of package. The design is coloured quite differently to other cereals which mainly focus on bright colours with typography reminiscent of cartoon styling. The design of Special K is mainly crisp white background with a flowing feel to lettering which is coloured red. Beginning with this observation demonstrates how Special K postions itself differently to many other cereals, these other cereals are looking to secure a younger demographic whereas Special K is aiming at an older audience by comparison. Special
K is not the only cereal attempting to secure the same space further competition arises from Alpin, Jordans and supermarket own brand alternatives. Jordans packaging also uses white within the design however this is not as prominent as Special K, further colouring is used to identify the
This paper will critically review the situation and positioning of Special K breakfast cereals within the UK. In order to undertake this analysis a variety of observations have been carried out within supermarkets, these observations are accompanied by a number of assumptions which were developed following the earlier observations to determine target markets and marketing approach. The marketing concepts discussed have been sourced from Kotler et al (2009). Discussion will centre on the marketing mix 4P’s of product, price, place and promotion.
Background
Special K is thought to have launched in the UK in the late 1950’s or early 1960’s, the cereal is manufactured by Kellogg’s, a leading multinational corporation. Special K is available in ten different flavours with additional products available through cereal bar offerings. The focus of Special K is based around weight loss / control and a healthy lifestyle.
Current Position
Initial observation of Special K focuses on the packaging currently used. This is cardboard based and of similar quality to many other cereal products however some differentiation is evident when looking at the design of package. The design is coloured quite differently to other cereals which mainly focus on bright colours with typography reminiscent of cartoon styling. The design of Special K is mainly crisp white background with a flowing feel to lettering which is coloured red. Beginning with this observation demonstrates how Special K postions itself differently to many other cereals, these other cereals are looking to secure a younger demographic whereas Special K is aiming at an older audience by comparison. Special
K is not the only cereal attempting to secure the same space further competition arises from Alpin, Jordans and supermarket own brand alternatives. Jordans packaging also uses white within the design however this is not as prominent as Special K, further colouring is used to identify the
References: Bartlett, R. (2009) Driving Brand Loyalty in Foods and Drinks. Datamonitor, November, pp 78 – 86 Harding, L., Meikle, J Pearson Education Ltd, Essex My Special K (2010), Get fabulous support from other slimmers [Internet] Available from: <www.myspecialk.co.uk/forum/GetFabulousSupport> [Accessed 4 January 2011] Times 100 (2004) The Times 100 Kellogg’s Edition 9 Full Case Study [Internet] Available from: