Marketing Research Paper Kellogg Company
Marketing Research Paper
Kellogg and New Product Innovation
Managing the Marketing Function
November 8, 2010
Executive Summary
The Kelloggâs Company began over 100 years ago in Battle Creek, Michigan, producing âbetter-for-youâ breakfast foods with a strong focus on nutrition, health, and quality. Today, it has a wide geographical presence, manufacturing in 18 countries around the world and selling products in over 180, still maintaining its headquarters in Battle Creek. The company produces and markets ready-to-eat cereal and convenience foods. While cereal is produced under the Kelloggâs name, the company produces many other products under various brand names which include; Keebler, Cheez-it, Murray, Austin, and Famous Amos. A commitment to nutrition without compromising taste or quality remains at the core of its business philosophy.
The largest market for the company is North America, accounting for 68% of total sales with the European market coming in second at close to 19% of total sales. Kelloggâs expands and adjusts its portfolio to meet the changing needs of its customers worldwide, introducing new products on a routine basis. Market research indicates that consumers demand more convenience as lives become more hectic. This market plan will focus on the introduction of a new cereal product that is easier to take and eat on the go, but just as nutritious and appetizing as one enjoyed at the breakfast table.
The marketing objective is to launch a new product that is desirable in all areas of our existing US market while capturing the attention of new convenience shoppers. Our plan is to increase geographical areas as the initial launch proves successful.
TABLE OF CONTENTS
Organization Description
âŠâŠâŠâŠâŠâŠ.1
Mission Statement
Vision Statement
Product Details
Marketing Goals and Objectives
Product Market
Market Share
Market Trends/Growth