Analysis Of Marketing Positioning Of Kelloggs Special K Marketing Essay

Analysis Of Marketing Positioning Of Kelloggs Special K Marketing Essay Kotler et al’s ideology of marketing entailing understanding consumers and their needs and designing marketing initiatives to deliver those needs (2009, p. 5) emerges in the marketing endeavors undertaken by the Kellogg’s Special K (SK) cereal brand. The marketing foresight inculcated by the brand not only helped it contribute to the overall success of the Kellogg conglomerate but also helped it evolve as a strong contender in the UK cereal industry. This assignment will unravel the marketing practices followed by the SK brand by analyzing its positioning in the UK cereal market. The analyses will encompass highlighting the customer segmentation adapted by this cereal brand followed by evaluating the efficacy of its target market selection. Subsequently, it will assess the cereal’s positioning as compared with its competitor’s positioning including its usage of the marketing mix elements to sustain that positioning. Finally as an outcome of the above anal ysis, it will offer recommendations to strengthen the brand’s market positioning. Assumptions Made: Barring considering the retailers as buyers for a five force analysis of the UK cereal industry, the assignment considers the end users as the consumers of the SK cereal. Whilst for a perceptual map, price   [ 1 ]   has been used to draw inferences on the product quality of the various cereal brands, Kellogg’s product life cycle stage in the UK market and SK’s brand share have been used to draw inferences on SK’s product life cycle stage. UK Cereal Market and Kellogg’s: The UK cereal market grew by 15.7% in value between 2004 and 2008 because of the perceived health benefits of and convenience in consuming cereals coupled with the declining popularity of the traditional breakfast (Worth, 2009). This growth rate indicates the attractiveness of UK cereal industry, which is also substantiated by a Porter’s five forces analysis of the market ( represented diagrammatically in Figure 1.1). This oligopolistic market is dominated by three big brands: Kellogg’s, Weetabix and Cereal Partners (Worth, 2009 and Datamonitor, 2009a) with Kellogg’s leading the market (as shown in figure 1.2). Since giving the world its very first ready to eat cereal – cornflakes (Emerald, 1991, p. 16), Kellogg’s has become practically synonymous with breakfast cereals (Mitchell and Boustani, 1992, p. 21). With over 100 years of experience in the cereal business, it appears that Kellogg’s has built its high brand value (shown in figure 1.3) on consistent pioneering innovations and incessant delivery of consumer’s nutritious food requirements. And keeping true to this tradition is Special K, the leading cereal brand of the Kellogg’s family   [ 2 ]   . Special K and its marketing choices: Launched in the UK in 1959 (Kellogg’s Special K, 2009), Special K is a nutritious low-fat, ready to eat die t cereal that owes its eminent market position to the enhanced marketing choices made by the Kellogg marketers (Kellogg Company, 2003,2004). Following section of the assignment will analyse the components of the marketing choices made by the SK brand. Market segmentation and Target Market: SK is targeted at weight conscious women, employed/homemakers, between the ages of 25-49 who desire to attain a slimmer shape either for a healthy lifestyle or for an occasion. And in pursuit of their weight goals these women will prefer to consume nutritious food substitutes including paying an above average price for the product.

Peer review form Assignment Example | Topics and Well Written Essays - 250 words

Peer review form - Assignment Example Nonetheless, the paper does follow the direction of the thesis because the following paragraphs are related to the thesis. The first part of the introduction is well crafted because it starts by introducing the paper. The writer uses suspense to hook the reader up, and this is effective. For instance, in the introduction, the writer avoids availing all the information about the story which compels the reader to read the other parts. Thus, they are effective, and almost require no suggestion. 3. How does the writer use textual evidence and analysis to back up his or her claim? Comment on several examples and offer any suggestions that you have. Do you think that the writer â€Å"digs deeply† into the text (vertical thinking)? Why or why not? What are some of the implications that the writer draws from the examples? In a bid to back up claims, the writer quotes from the story. For instance, to show the relationship between animals and danger, the writer states that the doctor kept two animals: a cheetah and a baboon. Another entails the snake which is portrayed as sharing similar traits with one Roylott because of the ruthlessness demonstrated. The suggestion is that author ought to have indicated the page numbers where direct quotations were used. The writer had dug deeply and this is confirmed by the implications such as humans resembling humans in terms of characteristics. 4. Comment on the organization of the paper. Is it logical and clear, why or why not? Is each paragraph unified around one main idea, indicated by a topic sentence? Note any issues that you see concerning paragraph unity, general organization or awkward transitions? Offer suggestion where appropriate. Notwithstanding the use of examples, the paper’s organization is poor. Whereas the overall message is clear and logical paragraphs are poorly arranged. For instance, there is no indication

The Lifestyle Theory by Larry Siegal Research Paper

The Lifestyle Theory by Larry Siegal - Research Paper Example Thus the lifestyle theory brings forth the issue of a rational choice that determines an individual’s involvement in crimes (Johnson, 2011). The present study focuses on an understanding of the lifestyle theory and the vital issues that may be associated with the theory as well as understand the probable solutions to complicated problems related to the theory. The Lifestyle Theory: A Brief Overview: As far as the lifestyle theory is concerned there are three interlocking models that constitute the theory. These are the structural model, the functional model, and the change model. Through a structural model, a lifestyle is defined operationally along with its features. It also explains how the lifestyle fits into a larger system of classification. The functional model delivers the developmental features of a lifestyle with respect to the fears, beliefs and values of a person in a community, distinguishing such factors into initiating ones and maintaining ones. The change model of the theory deals with the focus of change in a lifestyle. This is primarily concerned with the changes that occur naturally in the lifestyle of an individual during a lifetime influencing the behavior of the lifestyle (Walters, 2006, p.1). Vital Issues Associated with the Theory: The most important issue associated with the lifestyle theory is the fact that depending on lifestyles, individuals tend to get victimized and get involved into criminal activities. This has been discussed in several studies. Different individuals have different styles of living their lives. The different activities that individuals are involved may be mandatory or optional, leading to lifestyles being patterned, or customary, or persistent, common or involving routine activities (Robinson, n.d.). It can be discussed here that while there are certain activities that are customary or mandatory for almost all individuals to follow regularly which may be the routine activities of life, the discretionary act ivities are the ones that individuals choose on their own to be involved in. A person having a highly active lifestyle are prone to greater victimization since they tend to mix with greater number of people irrespective of whether they are good or bad, having no proper knowledge of their intentions. Hence victimization may be influenced. However the criminal victimization also depends on the individual’s incapability of not being able to predict the wrongdoers and the incorrect activities that might lead to crimes (Robinson, n.d.). With the active lifestyles of individuals, particularly among the youth, there are greater risks of exposures to offenders in a society. This has been more associated with the assaults and criminal activities from strangers. For example, parental violence might also lead younger individuals to perform crimes. However such activities or crimes cannot be associated with the lifestyle theory. Lifestyle theory discusses about the cases where individual s spend large amounts of time out of their homes, with strangers, even at the time of night and become prone to criminal victimization (Finkelhor & Asdigian, 1996, pp.3-4).