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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this report is to develop a comprehensive marketing plan for the launch of Kellogg's "To Go" breakfast shake in the Danish market. The plan will consider market analysis, cultural implications, and competitive landscape to devise effective strategies.
- Market analysis of the Danish breakfast market and consumer preferences.
- Cultural aspects of Danish consumer behavior and their implications for marketing.
- Competitive analysis to identify opportunities and challenges.
- Development of effective marketing strategies tailored to the Danish market.
- Assessment of the feasibility and potential success of introducing Kellogg's "To Go" breakfast shake to Denmark.
Zusammenfassung der Kapitel (Chapter Summaries)
1.1 Introduction: This introductory chapter sets the stage by highlighting the successful launch of Kellogg's "To Go" breakfast shakes in the USA in 2013, targeting health-conscious individuals with busy lifestyles. It notes a potential parallel in the Danish market, citing a decline in cereal sales and suggesting the introduction of a non-cereal product like the "To Go" shake as a strategic move aligned with Ansoff's matrix (a new product in an existing market). The chapter establishes the report's aim: to create a marketing plan for launching the product in Denmark.
2.1 Market analysis: This chapter delves into a market analysis, emphasizing the importance of this step before strategy implementation. It summarizes findings from appendices 1, 2, and 3 concerning Danish breakfast habits, lifestyles, and market competition. The analysis reveals a rising demand for quick breakfast options and a growing health consciousness among Danes, preferring lower sugar and fewer additives. Porter's five forces analysis (appendix 3) highlights both obstacles and advantages (lack of a direct competitor) for the "To Go" shake, emphasizing the need for strategic planning to overcome challenges. The chapter concludes that there's potential market demand, supported by research indicating that busy lifestyles and the desire for healthier options present opportunities. However, it cautions that the conclusions are based on desk research, and primary research may reveal different findings.
2.2 Cultural aspects and implications: This section analyzes the cultural landscape of Denmark to inform effective marketing strategies. It uses Hofstede's cultural dimensions theory to suggest that Denmark's low uncertainty avoidance indicates openness to new products. This is supported by other research highlighting that Danes are less brand loyal and more open to trying new brands. Hall's high versus low context communication theory is also applied, suggesting a direct and explicit communication approach would be most effective. However, the chapter acknowledges limitations in generalizing cultural theories and emphasizes the need for caution, especially in diverse cultural settings. It concludes by noting the importance of adapting product offerings to align with Danish preferences, such as the growing demand for healthier options with less sugar.
Schlüsselwörter (Keywords)
Kellogg's, To Go breakfast shake, Danish market, market analysis, cultural aspects, consumer behavior, marketing strategy, competition, health consciousness, Ansoff's matrix, Porter's five forces, Hofstede's cultural dimensions, Hall's high/low context communication.
Kellogg's "To Go" Breakfast Shake in the Danish Market: Frequently Asked Questions
What is the main objective of this report?
The report aims to develop a comprehensive marketing plan for launching Kellogg's "To Go" breakfast shake in the Danish market. This involves analyzing the market, considering cultural factors, assessing competition, and devising effective strategies for a successful product launch.
What key themes are addressed in the report?
Key themes include market analysis of the Danish breakfast market and consumer preferences; cultural aspects of Danish consumer behavior and their marketing implications; competitive analysis to identify opportunities and challenges; development of marketing strategies tailored to the Danish market; and assessment of the product's potential success in Denmark.
What is covered in the market analysis chapter?
The market analysis chapter examines Danish breakfast habits, lifestyles, and market competition. It uses Porter's five forces analysis to identify both opportunities and challenges. The analysis reveals a growing demand for quick and healthier breakfast options, but also cautions that the findings are based on desk research and might differ with primary research.
How does the report address cultural aspects?
The report analyzes the cultural landscape of Denmark using Hofstede's cultural dimensions theory and Hall's high versus low context communication theory. It suggests that Denmark's cultural characteristics indicate openness to new products and a preference for direct communication. However, it also emphasizes the need for caution when generalizing cultural theories and adapting strategies for diverse settings.
What strategies are mentioned for marketing the product in Denmark?
The report doesn't explicitly detail specific marketing strategies, but it strongly suggests tailoring the marketing approach to the Danish market's preferences for healthier, less sugary options and the need for clear and direct communication. The strategies will likely be informed by the market analysis and cultural considerations discussed in the report.
What are the key findings regarding consumer behavior in Denmark?
The report highlights a growing health consciousness among Danes, a preference for quicker breakfast options, and a lower level of brand loyalty compared to other markets. This suggests an opportunity for a product like Kellogg's "To Go" breakfast shake, particularly if it aligns with the health-conscious trend.
What frameworks are used in the report for analysis?
The report utilizes several established frameworks, including Ansoff's matrix (for product strategy), Porter's five forces (for competitive analysis), Hofstede's cultural dimensions theory (for understanding cultural nuances), and Hall's high/low context communication theory (for communication strategies).
What is the overall conclusion of the report?
While the provided excerpt doesn't include the full conclusion, it strongly suggests that there's potential market demand for Kellogg's "To Go" breakfast shake in Denmark, given the identified trends and consumer preferences. However, further primary research is recommended to validate the findings from desk research.
What are the key words associated with this report?
Key words include Kellogg's, To Go breakfast shake, Danish market, market analysis, cultural aspects, consumer behavior, marketing strategy, competition, health consciousness, Ansoff's matrix, Porter's five forces, Hofstede's cultural dimensions, and Hall's high/low context communication.
- 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
