The present paper analyses the ma rketing mix for Kellogg’s ‘Special K’ breakfast cereals 2 aiming at filtering out the target market. Two supermarkets in Sydney were examined for data .
Table of Contents
1. Introduction
2. Product
3. Price
3.(a) Competition
3.(b) Kellogg’s products
4. Place
5. Promotion
6. Conclusion: Target Market for Kellogg’s ‘Special K’
Objectives and Topics
This assignment aims to analyze the marketing mix of Kellogg’s ‘Special K’ breakfast cereals to identify and define its primary target market. By examining pricing strategies, product features, distribution channels, and promotional activities, the paper determines the demographic and psychographic profile of the typical consumer.
- Analysis of the ‘Special K’ product range and characteristics.
- Comparative price analysis against competitors and internal product lines.
- Evaluation of distribution channels and their impact on target customer reach.
- Review of promotional strategies including mass communication and targeted diet-plan events.
- Synthesis of findings to identify the core consumer group.
Excerpt from the Book
2. Product
‘Special K cereals’ belong to the category of breakfast cereals and are part of Kellogg’s product line ‘Special K’. Besides cereals, muesli- and muffin-bars and waffles are available. Cereals are available in different flavours: Original, Red Berries, Vanilla Almond, Low Carb, Peach & Apricot. All are low-calorie, low-fat, offering more vitamins and minerals than other breakfast cereals. Thus, ‘Special K cereals’ are a qualitative, healthy, balanced way to start the day. Additionaly, these cereals have a great taste. Thus with ‘Special K’ eating healthy needn’t be boring but is tasteful, varied and satisfying.
‘Special K’ is easy and fast to prepare. Consumers just have to add milk. The package also accounts for fast and easy use: In the primary cardboard container is a secondary plastic bag, ensuring that it stays crisp and flavoured.
‘Special K’ comes in 360g and 630g packs. All items in the product line are labeled according to Kellogg’s and ‘Special K’s corporate designs. Hence it is easy to recognize in-store and by this the shopping process is eased. By offering a large pack, consumers do not have to repurchase that often and more free time is left, e.g. for exercising.
These product characteristics point to busy consumers paying attention to shape and fitness but also wanting enjoyment of tasteful food.
Summary of Chapters
1. Introduction: This chapter outlines the scope of the paper, which analyzes the marketing mix of Kellogg’s ‘Special K’ to determine its target market based on data from two Sydney supermarkets.
2. Product: This section details the characteristics of the ‘Special K’ line, highlighting its health benefits, variety, and packaging convenience aimed at busy, fitness-conscious consumers.
3. Price: This chapter evaluates the premium-pricing strategy of ‘Special K’ by comparing it to both direct competitors like Uncle Toby’s and other Kellogg’s products.
4. Place: This section describes the selective distribution of the products in major supermarkets and how the shelf positioning caters to the shopping habits of time-constrained customers.
5. Promotion: This chapter explores how mass media and targeted online platforms, such as the ‘Special Challenge’ diet-plan, are used to reinforce the brand's association with health and fitness.
6. Conclusion: Target Market for Kellogg’s ‘Special K’: The final chapter synthesizes the findings, identifying the primary target market as busy, working women who prioritize health, fitness, and high-quality nutrition.
Keywords
Marketing Mix, Kellogg’s, Special K, Target Market, Breakfast Cereals, Pricing Strategy, Product Analysis, Consumer Behavior, Fitness, Nutrition, Health-conscious, Promotion, Distribution, Market Segmentation, Retail.
Frequently Asked Questions
What is the core focus of this assignment?
The assignment focuses on analyzing the marketing mix—product, price, place, and promotion—of Kellogg’s ‘Special K’ to define its specific target market.
What are the primary thematic fields covered?
The themes include premium product positioning, competitive price benchmarking, retail distribution dynamics, and targeted marketing communication strategies.
What is the research goal?
The goal is to determine which consumer segment is most effectively addressed by the current marketing strategy of the ‘Special K’ brand.
Which scientific method is applied?
The paper uses an analytical marketing mix approach, supported by empirical data collection from two supermarket chains in Sydney.
What does the main body of the paper discuss?
The main body breaks down the brand's attributes, compares prices against competitors, analyzes retail shelf placement, and evaluates advertising content aimed at weight-conscious consumers.
Which keywords best characterize this work?
The work is best characterized by terms like Target Market, Marketing Mix, Kellogg’s, Premium Pricing, and Health-conscious consumer.
Why is the pricing strategy for ‘Special K’ considered premium?
The paper observes that ‘Special K’ is consistently priced higher than other cereals in the same category, which serves to emphasize its perceived high quality and specialty status.
How does the brand try to broaden its consumer base?
While historically targeting women, the brand explores the opportunity to reach men, as the focus on body image and health is increasingly seen as a universal consumer concern.
- Quote paper
- Anne-Kathrin Müller (Author), 2004, Determination of Target Market for Kellogg's Special K, Munich, GRIN Verlag, https://www.grin.com/document/30012
