In the USA, Kellogg's launched "To Go" breakfast drinks back in 2013, targeting both males and females that are health conscious but who skip breakfast because of a busy lifestyle (Vierhile, 2013 and Kellogg's.com, a). The reason for this introduction might perhaps have been due to the changing eating behaviour in the USA and the falling cereal market (Choi, 2013) and (The New York Times, 2013). As the same scenario is present in Denmark there is a need for presenting a non-cereal product to the market. Indeed, sales figures show a slight fall in sales from 2010-2012 (Proff.dk). According to Ansoff this approach would be: presenting a new product to an existing market (McDonald & Meldrum, 2013) as Kellogg's currently has several products on this market (Kellogg's.dk). This report therefore aims to carry out a marketing plan for Kellogg's "To Go" breakfast shake on the Danish market.
Gilligan & Hird (1986) suggests that before applying any strategies in a marketing plan, it is imperative that market analyses are carried out. This is therefore made to determine if there is an existing market and to be able to apply strategies based on the analyses.
Table of Contents
1.1 Introduction
2.1 Market analysis
2.2 Cultural aspects and implications
2.3 SLEPT
3.1 SWOT analysis
4.1 Strategies
5.1 Conclusion
6.1 References
7.1 Appendices
Appendix 1, The "To Go" breakfast market
Appendix 2, How health conscious are the Danes?
Appendix 3, Competition
Appendix 4, translation of proff.dk
Appendix 5, translation of Food Supply.dk (2014)
Appendix 6, translation of Christoffersen, B. (2014)
Appendix 7, translation of Q8 (2013)
Appendix 8, translation of Politiken.dk (2011)
Appendix 9, translation of Jessen (2005)
Objectives & Core Topics
The primary objective of this report is to develop a strategic marketing plan for the introduction of Kellogg's "To Go" breakfast shake into the Danish market, addressing challenges posed by changing consumer lifestyles and specific cultural dietary preferences.
- Market analysis of the Danish "to-go" breakfast segment and competitive landscape.
- Evaluation of Danish cultural aspects, including uncertainty avoidance and communication styles.
- Analysis of external environmental factors using the SLEPT framework.
- Development of adaptive marketing strategies focusing on health consciousness and product positioning.
Excerpt from the Book
2.2 Cultural aspects and implications
In being able to apply successful strategies this section will analyse the Danish culture. The areas that are relevant to the marketing mix will be analysed from a cultural perspective. Illuminating on the Danes' attitude towards new products, Hofstede (2014) concludes that the level of uncertainty avoidance is low in Denmark. This suggests that the Danes are relatively open towards innovative products. This can be further backed up by House et al.'s GLOBE project (2004) and Baker & Carson (2011), stating that high uncertainty avoidance cultures tend to be more brand loyal and more suspicious towards new products. This suggests that the Danes will be more open to Kellogg's "To Go" shake. However, the Danes might not be brand loyal, easily switching to other available products Baker & Carson (2011). This point is backed up by Usunier (2013, a), arguing that individualistic cultures such as Denmark tend to be less loyal to brands, trying a variety of brands as this reflects uniqueness. However, for Kellogg's it is important to remember that if consumers are less loyal it might also be easier for them to persuade consumers to switch to their product. Straughan & Albers-Miller (2001) agrees with this.
Summary of Chapters
1.1 Introduction: Provides an overview of the "To Go" breakfast market in the USA and justifies the need for a similar market entry strategy in Denmark.
2.1 Market analysis: Summarizes research on Danish breakfast habits and lifestyle trends, highlighting the demand for convenient, health-conscious products.
2.2 Cultural aspects and implications: Examines Danish cultural dimensions such as uncertainty avoidance and communication styles to inform marketing mix adaptations.
2.3 SLEPT: Investigates political and regulatory factors in Denmark, specifically previous issues with additives and government sugar taxes.
3.1 SWOT analysis: Synthesizes internal and external factors to identify strengths, weaknesses, opportunities, and threats for the Kellogg's product launch.
4.1 Strategies: Outlines actionable recommendations for marketing mix, pricing, promotion, and distribution in the Danish market.
5.1 Conclusion: Summarizes the report's findings, concluding that there is potential for the product if strategies address specific Danish market hurdles.
Keywords
Marketing plan, Kellogg's, To Go, Denmark, breakfast habits, health consciousness, consumer behavior, market entry, cultural adaptation, SLEPT, SWOT analysis, convenience, retail strategy, product positioning, uncertainty avoidance.
Frequently Asked Questions
What is the core focus of this report?
The report focuses on creating a comprehensive marketing plan to introduce the Kellogg's "To Go" breakfast shake to the Danish market, considering local consumer behavior.
Which central themes are analyzed?
Central themes include Danish breakfast habits, the rise of the "on-the-go" lifestyle, consumer health consciousness, and competitive dynamics.
What is the primary research goal?
The goal is to determine if an existing market for "to-go" breakfast products exists in Denmark and to devise strategies for a successful launch.
Which analytical methods are employed?
The author uses marketing frameworks including Market Analysis, SLEPT (Social, Legal, Economic, Political, Technological), SWOT analysis, and Porter’s Five Forces.
What topics are covered in the main section?
The main sections cover market environmental analysis, cultural implications, competition assessment, and strategic recommendations for the marketing mix.
How is this work characterized by keywords?
The work is characterized by terms such as market entry, cultural adaptation, consumer health consciousness, and strategic marketing management.
How does the "low context" culture of Denmark influence marketing strategy?
According to Hall’s theory, Denmark is a low-context culture preferring direct and explicit communication, which suggests that marketing appeals should be informative and factual ("hard sell") rather than purely emotional.
Why is the political factor specifically mentioned regarding Kellogg's?
The political factor is crucial because Kellogg's products were previously banned by Danish authorities for containing certain added vitamins and minerals, requiring product adjustments for reentry.
What is the significance of the Coop Denmark case study in the appendix?
The case illustrates the high bargaining power of retailers in Denmark, showing that even major brands must negotiate carefully to maintain shelf space after previous disputes over pricing.
- Quote paper
- Beway Bakir (Author), 2014, Kellogg's "To Go" Breakfast-Shake at the Danish Market, Munich, GRIN Verlag, https://www.grin.com/document/288224
