Like Coco the monkey we sing the praises
- Slides: 45
Like Coco the monkey we sing the praises of the chocolatey cereal
Kellogg Company Mission Statement “Kellogg is a Global Company Committed to Building Long-Term Growth In Volume and Profit and to Enhancing its Worldwide Leadership Position by Providing Nutritious Food Products of Superior Value” W. K. Kellogg
Kellogg’s Marketing Strategy and Marketing Plans
Organizational Strategies n n n Leadership in product innovation Strengthening the company’s seven largest cereal markets Accelerating the growth of convenience foods business Developing a more focused organization Continuing to reduce costs
Global Strategy Management continues global strategy n Offers brand-differentiated pricing n Invests in new product research n Brand-building marketing activities n Cost structure reduction n
Product Market Strategies Product development – Constant innovation. Introduction of new product to present customers. Market development – Maintain global position Diversification – Introduction of new products to fit new customers needs
Kellogg’s SWOT Analysis
Strengths n Control 42% of global market share for Presweeter cereal, which is more than triple the market share of any of their competitors. n They have the strongest brand recognition and advertising recollection of all the cereal manufacturers
Weaknesses n Have not aggressively developed many new cereal lines in the past four years. n Slow erosion of their U. S. market share in the past few years, n Follower in Pricing Strategy
Opportunities n International expansion is the biggest area for growth for Kellogg’s. n Kellogg can continue to slowly diversify, while still remaining in their core business area, which will increase their profitability. n If they can develop a better pricing strategy and guarantee lower prices, they can reduce costs while increasing their market share.
Threats n General Mills, Post, and Quaker Oats are using price competition and product proliferation to erode Kellogg’s share of the market. n Discount imitation cereals brands have been successful in reducing premium brands in the more commodity like cereals.
Market Analysis
Market Analysis n Market size: sales of nearly $9. 7 billion in the Ready-To-Eat Market in 2001 n Product segments: the best-selling kids’ cereal brands--GM Lucky Charms, GM Count Chocula, Post Marshmallow Alphabits, Q Marshmallow Safari, Rice Krispy. n Market share: competition is heating up in this market as flat sales and low-priced clones have eroded the market shares of Kellogg and General Mills n Market Forecasts: the kids’market has been growing at a rate of more than 15% a year, for the 5 to 7 years and shows no sign of slowing through the end of the decade. Growth in the overall kid’s food market was driven, to the largest extent, by gains in cereals.
Cereal Industry Volume Sales for Presweet Cereal
Market Analysis (continued) n Marketing/promotion: Seven breakfast cereal marketers allocated almost $775 million to purchases of space and time mass media in 2001. n Industry structure: Three food giants--Kellogg, General Mills, and Philip Morris--responsible for 70% of kid’s foods in 2001.
Major Trends in Cereal Industry n New products are dominated by line extension and product promotion n Increasing popularity of private labeled cereals due to high cost of branded products n Higher demand for health food markets & products n Health claims is becoming more prevalent; Kellogg’s American Heart Association
Competitive Analysis
Competitive Force Analysis Intensity of Rivals §Four Large companies are dominant in the market §Oligopoly §Competition is very intense §Inflated prices §Growth Rate has remained Constant
Competitive Force Analysis Threat of a Substitution §Private Labels §Has made substitution very significant §Caused other 3 competitors to lower their prices §Low switching cost (1/3 of 1, 000 shoppers switched to private label) §Price competition (1990’s started a price war between rivals) §Made the buyer more powerful
Strategic Group Map of Competitors in the Presweeter Cereal Industry High PRICE/QUALITY/IMAGE Kellogg General Mills General Food Low Quaker Oats Private Label Brand Cereals PRODUCT LINE/MANUFACTURING MIX
Private Label Quaker Oats General Foods General Mills Cap’n Crunch KELLOGG Honey Nut Cheerios Lucky Charm Cocoa Krispies Honey Nut Cheerios Honey Nut Shredded Cap’n Crunch Snack Bars Other Cereals Bagged Value. Priced Cereal Cheerios Fruit Cereal Bars Cranberry Almond Crunch Rice Cakes Oatmeal Cereal Bars
Competitive Force Analysis High Barriers to Entry Main barriers to entry in the breakfast cereal market are four major cost factors. Product development - easy for established manufacturers to duplicate products, new products take more money & time to develop Distribution - high slotting & promotional fees, limited shelf space, need to create retail demand, all increase costs for manufacturers
Competitive Force Analysis High Barriers to Entry Marketing - need to compete against current brands that have been established through large advertising and promotional efforts (t. v. , coupon) High Capital costs - for different types of equipment and plants
Competitive Force Analysis Power of Supplier n Supplier does not have much power because of private labels. n Similar products have allowed buyers to acquire products from private labels at a Cheaper Price. n Now industry is very Sensitive to the buyer.
Customer Analysis
Cocoa Krispies Buying Criteria n Key equity drivers: chocolate taste, Coco the monkey, snap, crackle and pop n Package: fun, colorful, capture children’s attention n Product: very sweet, colorful and contain nutritious elements
Kellogg’s Customer Analysis Who Are the Buyers? n Parents, Older Adults How Often Do They Purchase? n Kids cereal are purchased roughly 18 times a year n 10 th fastest-moving product in the supermarket Where Do they Want to Buy? n Grocery Stores responsible for 99% of cereal sales Who Are the Influencers? n Kids Who consumes the goods? n Kids under 18 Who are Kellogg’s Target Market? n Kids 8 -11 years old
Percent of Total Annual Spending on Presweeter Cereal (by Age Group)
Cocoa Krispies Objective n Strengthen kid consumer base n Secure Kellogg “cocoa” bit subsegment volume share with competitive focus on GM’s Cocoa Puffs and Post’s Cocoa Pebbles n Create a product that enhances the “ultimate multisensory food experience” by adding additional attributes that satisfy expended consumer needs n Attract different target groups
COCOA Krispies Promotion n Spent roughly $15 million for ad campaign: TV, print n Adds include Coco the Monkey n Advertiser: Kellogg Agency (Leo Burnet) n Quantity and price discounts n Packaging: fun, colorful, capture children attention
Cereal Pricing for Retail Stores
Kellogg’s Distribution Players Retail/Distribution: Grocery stores are responsible for the overwhelming 99%--of cereal sales n – – – Major players: n Minor players: Kroger Farmer Jack Target – Convenience stores Gas stations –
Kellogg’s Distribution Channels Kellogg’s Computer system Wholesaler Kroger, Target, distrib. centers Retailers Distrib. In stores
Cocoa Krispies: Dollars PRODUCT LIFE CYCLE Introduction Growth Maturity Time Decline
Critique of the Plan n Have we heard of it? Promotional issues n Can we get it? Distribution n Can we afford it? Pricing n Are we buying it? Target market record n Is it legitimate? Corporate responsibilities
Promotional Issues n Mass Advertising TV, Cocoa the Monkey, and Snap, Crackle and Pop. n Direct Promotions Coupons n Trade Promotions In-store displays, Samples n Personal Selling Key-account reps, Area reps, Merchandisers
Distribution n Penetration - n Sales Channel - Brand equity helps n Logistics n Relationships - Conflict or harmony? Chain stores, Independent wholesalers - Finished goods warehouse / rail / truck / centers or independent warehouses
The Target Fastest Growing Foods in the American Diet: Carbonated Soft drinks Pre-Sweet Cereal Bagels Toaster Pastries Pizza
Corporate Responsibilities Legal Issues - Safety, Information, Choice n Environmental - Earth Spirit Award Issues n Civic Responsibilities - Ad content standards n - Stakeholder orientation - Public program support n Ethical Issues - Nutritional education - More than required
America’s Top 10 R-T-E Cereals 1. Frosted Flakes 2. Cheerios 3. Frosted Mini-Wheat 4. Corn Flakes 5. Rice Krispies/Cocoa Krispies 6. Honey Nut Cheerios 7. Raisin Bran 8. Fruit Loops 9. Special K 10. Corn Pops
Positioning Map Taste Cocoa Krisp Fruit Loops Corn Flakes Cheerios Raisin Bran Nutrition Special K
Sorry Coco
The boys are back in town!
Sources n Kellogg - Mike Culverson / Customer Service Farmer Jack’s - Ron Van Este / Cereal buyer Media Week - May‘ 98 / ‘Something New Under My Nose” Business Week - Wednesday, May 29, 2002 “Kellogg Co. ” WWW. industryweek. com - “Food Industry Focus” Field Visits - Kroger, Farmer Jack’s, Target, Rite-Aid. Florida Sun Sentinel - Feb. 7, 1998 / Robin Fields / “Get That One n The NPD Group - March, 2001/ “The Twelfth Annual Report on Eating n Kellogg - www. Kellogg's. com http: //faculty. sba. udayton. edu. schenk. kellcase. htm n n n n Mommy” Patterns in America”
The End
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