Kellogg's Cereal

Kellogg's Cereal

Vision and Mission

Kellogg's Vision encompasses the full spectrum of their stakeholders including shareowners, employees, customers, consumers and communities. Their Mission articulates where they are as a company today and where we wish to be in the future. Their Vision and Mission do not stand alone. They are integrated with our focused strategy and operating principles as well as the foundations of our business: their Values, people and commitment to social responsibility (Kellogg's company website).

New Kellogg's Brands

Crunchy Nut Clusters

Crunchy Nut Bites

Crunchy Nut Cluster - Milk Chocolate Curls

Crunchy Nut Cluster - Honey and Nut

Crunchy Nut Cornflakes

The company had launched various products after researching the market. This was because the company is market oriented and only after researching the market, it realises the need of a new product. Thus the company launches a new product, after making sure that the market needs it (Kellogg's company website).

Marketing Research

The product of Kellogg's has undergone a major change, which means, that the products of the company are now more than breakfast cereals, products such as slim cornflakes.

The product of the company has developed various attributes which means that the company has now manufactured various types of products.

The company's products are more customer focused now.

Changing market trends have caused the company to change the characteristics and attributes of their product.

With global presence the company has gained a lot, and this is the main reason the attributes and characteristics have changed (Kellogg's company website).

Macro-Environments

Demographics

As far as the gender is concerned “Breakfast Cereal” will target both the genders equally. In this segment, consumers grouped on the basis of their characteristics such as age, gender, income lifestyle group etc. It is quite simple to reach such segments through media. However, age and other demographics are not that closely related with behaviour. As far as the age groups are concerned initially youngster of 10 - 25 years because they account for most frequent users of breakfast cereals. However, the models designed for different age classes according to their requirements after the research (Ippolito, 1990).

Economic Factors

The economic factors of the consumer industry can be divided into two distinct categories. The foremost is the contribution to the economy and the GDP. Various domestic and international events are a major source of income to different segments of the economy. The sale of tickets and the money spent by the spectators is often a significant portion of the overall contribution of the industry. The other factor is the sponsorships and financial support organizations. This is often the “invisible” part of the economic factors of industry. This portion comes from various indigenous and multi nationals present in the particular geographical location. Sponsorships are often awarded to various clubs and organizations. The amount is often significant enough to have a major impact on the economy. It is significant that a certain part should furthermore give sufficient vigilance to its financial stability to Company (Morales, 2005).

The financial aim of certain commerce is like an axis in which other objectives or goals are ...