Strategy marketing plan

Topics: Marketing, Cheez-It, Kellogg Company Pages: 22 (4050 words) Published: March 11, 2014
BRUNEL BUSINESS SCHOOL
COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS

Module Code
MG5553
Module Title
Strategic Marketing Management
Module leader
Dr. Geraldine Cohen

Student ID numberStudent name
1226866

I understand that the School does not tolerate plagiarism.  Plagiarism is the knowing or reckless presentation of another person’s thoughts, writings, inventions, as one’s own. It includes the incorporation of another person’s work from published or unpublished sources, without indicating that the material is derived from those sources. It includes the use of material obtained from the internet. (Senate Regulations 6.46)

I confirm that I adhere to the School’s Policy on plagiarism. 

Brunel Business School

MSc in Marketing

Academic Year 2011-2012

Marketing Plan

1226866
Word count: 3130

Brunel University
Brunel Business School
Uxbridge, Middlesex UB8 3PH
United Kingdom
Tel: +44 (0) 1895 267007
Fax: +44 (0) 1895 269865

TABLE OF CONTENTS

1. Introduction1
2. cORPORATE OBJECTIVES1
3. MARKET OVERVIEW1
4. MARKET AUDIT3
4.1. Marketing Mix3
4.2. SWOT Analysis4
4.3. PESTEL Analysis5
4.4. Porter’s 5 force7
5. ASSUMPTIONS8
6. MARKETING OBJECTIVES AND STRATEGIES FOR NEW OR MODIFIED PRODUCT9 6.1. Growth Strategy9
7. IDENTIFICATION OF ALTERNATIVE PLANS9
8. PROMOTIONAL PROGRAMME9
9. MEASUREMENT, REVIEW AND CONTROL10
10. REFERENCES LIST11
11. APPENDICES13

1. Introduction
Kellogg Company is a manufacturer company who produces well-known products for breakfast, cereal, snacks, snack bars, and health bars under the famous brand such as Rice Krispies Squares, Corn flakes, Frosties, and other brands which included 39 brands in total (The Times 100, 2007). Kellogg has manufacturing facilities in 18 countries and sells their wide range of products in 180 countries around the world. The Company also distributes wide range products in frozen food, snack bars, energy bars (Kellogg Company, 2012). 2. Corporate Objectives

At Kellogg Company, the company act with integrity and show respect and are all accountable. Kellogg passionate about their business, their brands and their food. Kellogg have the humility and hunger to learn. Kellogg strive for simplicity. And theit love to be success. Over a hundred year passed, the literature corporate objective has change through the time but the biggest cereal maker determination and goal of the company has not change which is aim to nourish families around the world in order to make sure that they can have a prosper future (Kellogg Company, 2012). Kellogg also improves their brand profile which included a new tagline and redesign contemporary logo which focuses on bright and optimistic pattern (Global, 2012). In addition, they just buy Pringle from P&G in order to help them achieved their objective of becoming a truly global cereal and snacks company and take all talented employees at Pringle over 3500 person which will improve Kellogg capabilities instantly (Jopson & Rappeport, 2012). 3. Market Overview

Nowadays, consumer taste, rising in obesity level, and health-consciousness drives the industrial demand (First Research, Inc., 2012). Since snack eater concern more with what they eat, snack bars and healthy bars become outstanding choices for them (Euromonitor, 2011). Furthermore, consumers perceive Kellogg to be a high quality manufacturer and serious about consumer responsibility and the best example is from the beginning of this year when Kellogg call-back a wheat products due to a faulty manufacturing part (Community-powered support Kellogg, 2012). Although the UK facing an economic downturn from EU economic crisis, the market value has increase from £300 million to £389 million, approximately 28% and they forecast that the UK retail sales will continuously grow by 14% to £442 million (Mintel, 2012) (see Appendix1). In 2011, although snacking markets obtains benefit from customer...

References: Afifi, Z. E. M., 1997. Daily practices, study performance and health during the Ramadan fast. The Journal of the Royal Society for the Promotion of Health , 117(4), pp. 231-235.
Azoulay, E. et al., 2002. Impact of a Family Information Leaflet on Effectivenessof Information Provided to Family Members of IntensiveCare Unit Patients. journal of respiratory and critical care medicine, 165(4), pp. 438-442.
BBC, 2012. Economic Tracker. [Online]
Available at: http://www.bbc.co.uk/news/10613201
BBC, 2012. UK inflation unchanged at 2.7% in November. [Online]
Available at: http://www.bbc.co.uk/news/business-20766392
Bigelow, J., 2009. Behavior and the Bottom Line. Pharmaceutical Executive, pp. 126,128.
Chaiwanichya, B., 2012. Youtube 's Channel Analytic. [Online]
Available at: https://www.youtube.com/analytics?vmv=2&feature=mhsn
Euromonitor, 2011. Pakaged Food in The United Kingdom, s.l.: Euromonitor.
Fill, C., 1999. Marketing Communications. 2 ed. s.l.:Prentice Hall Europe.
First Research, Inc., 2012. Snack Foods Manufacturing, s.l.: MarketResearch.com .
Global, L., 2012. Kellogg 's Updates 106-Year-Old Brand Profile. License! Global, June.pp. 22-22.
Hollensen, S., 2005. Marketing Planning: A Global Perspective. Berkshire: Mc Graw Hill Education.
Jopson, B. & Rappeport, A., 2012. Kellogg pays P&G $2.7bn for Pringles, Cincinnati and New York: s.n.
Kellogg Company, 2012. Kellogg 's Products, s.l.: s.n.
Kellogg Company, 2012. Our Vision and Purpose, s.l.: s.n.
Kelman, A. & Failer, B., 2002. Prices and brands. Chain Store Age, 78(8), p. 30.
Korkofingas, C. & Ang, L., 2011. Product recall, brand equity, and future choice. Journal of Marketing Management, Volume 27, pp. 959-975.
Kotler, P. & Armstrong, G., 2012. Principle of Marketing. Global Edition ed. Essex: Pearson Education Limited.
MarketLine, 2012. Kellogg Company, s.l.: MarketLine.
Mintel, 2012. Cereal, Energy and Snack Bars, s.l.: Mintel.
Mintel, 2012. Cereal, Energy and Snack Bars Executive Summary, s.l.: Mintel.
Munnukka, J., 2008. Customers ' purchase intentions as a reflection of price perception. Journal of Product & Brand Management, 17(3), pp. 188-196.
nextanalytics.com, 2012. Nextanalytics. [Online]
Available at: http://www.nextanalytics.com/wp-content/uploads/2012/10/youtube-videos-by-gender-age.png
The Guardian, 2013. 2012 among the 10 warmest years on record, figures show. [Online]
Available at: http://www.guardian.co.uk/environment/2013/jan/16/2012-10-warmest-years-on-record
The Times 100, 2007. Using aims and objectives to create a business strategy. [Online]
Available at: http://businesscasestudies.co.uk/kelloggs/using-aims-and-objectives-to-create-a-business-strategy/#teaching-resources
Ward, M., 2007. SAFETY PAYS. NPN, National Petroleum News, 99(2), pp. 40-42,44.
Wood, Z. & Kollewe, J., 2012. Kellogg 's tucks into Pringles for $2.7bn, London: The Guardian.
11. Appendices
Appendix 1: Forecast of UK retail sales of cereal, snack and energy bars, by value, 2006-2012
Appendix 2: Manufacturer’s estimated shares in UK retail valu sales of cereal, energy and snack bars, 2011
Appendix3: YouTube Video Appeal Demographics
Source: nextanalytics.com, 2012. [Accessed 20 11 2012].
Appendix4: Youtube’s analytic function
Source: Captured by Chaiwanichya, B., 2012. Youtube 's Channel Analytic. [Online] [Accessed 20 11 2012].
Appendix5: This report shows fan activities as they unfold which includes as following
Source: nextanalytics.com, 2012. [Accessed 20 11 2012].
Appendix 6: The Facebook Fan Page Visitor Demographics spreadsheet provides details about visitors to your fan page.
Source: nextanalytics.com, 2012
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Indicators of the Effectiveness of Marketing Essay
  • Marketing and Finance Extended Response Essay
  • Marketing strategies Essay
  • Marketing Strategy Essay
  • Marketing Plan Elements Essay
  • Essay on Marketing Strategies of Natasha
  • Consumer Marketing and Branding Strategies Essay
  • Nestle Crunch Marketing Plan Essay

Become a StudyMode Member

Sign Up - It's Free