Business and Management
Business & Management (SL) IA:
Commentary on:
How is Special K using the mobile electronics to capture the diet market?
Candidate Name: Alaina Russell
Candidate Number: dxn496
Declaration of Authenticity:
I confirm that this work is my own and is the final version. I have acknowledged each use of the words or ideas of another person, whether written, oral or visual.
Candidate Signature: __________________________________ Date: ___________
Word Count:
Table of Contents: 1. Introduction……………………………………………………………………………3 2. Ansoff Matrix………………………………………………………………………….4 3. The 7 P’s……………………………………………………………………………….5 4. SWOT Analysis………………………………………………………………………...6 5. Conclusion……………………………………………………………………………...7 6. Bibliography……………………………………………………………………………8 7. Article 1………………………………………………………………………………..9-10 8. Article 2………………………………………………………………………………11-15 9. Article 3………………………………………………………………………………16-22 10. Article 4………………………………………………………………………………23-26 11. Article 5………………………………………………………………………………27-30
Alaina Russell
IB Business Management
2/22/13
Kellogg’s is redoing it’s marketing strategy for the Special K cereal brand with an application called “myPlan” that lets users manage their weight loss goals through the mobile phone, desktop, twitter, broadcast, and print. This is all part of Special K’s bigger marketing plan to promote the Special K diet. The question that I want to figure out is how is Special K using the mobile electronics to capture the diet market? The Special K diet allows a young and old person to take the challenge and turn it into something that is worth wild for them. To promote this, Kellogg’s users can sign up for four different weight loss programs that let them track their stability as they go along so they can reach an ideal weight, or prepare for an event. As they get closer to the goal or challenge and track their Special K eating habits, they receive virtual badges as
Commentary on:
How is Special K using the mobile electronics to capture the diet market?
Candidate Name: Alaina Russell
Candidate Number: dxn496
Declaration of Authenticity:
I confirm that this work is my own and is the final version. I have acknowledged each use of the words or ideas of another person, whether written, oral or visual.
Candidate Signature: __________________________________ Date: ___________
Word Count:
Table of Contents: 1. Introduction……………………………………………………………………………3 2. Ansoff Matrix………………………………………………………………………….4 3. The 7 P’s……………………………………………………………………………….5 4. SWOT Analysis………………………………………………………………………...6 5. Conclusion……………………………………………………………………………...7 6. Bibliography……………………………………………………………………………8 7. Article 1………………………………………………………………………………..9-10 8. Article 2………………………………………………………………………………11-15 9. Article 3………………………………………………………………………………16-22 10. Article 4………………………………………………………………………………23-26 11. Article 5………………………………………………………………………………27-30
Alaina Russell
IB Business Management
2/22/13
Kellogg’s is redoing it’s marketing strategy for the Special K cereal brand with an application called “myPlan” that lets users manage their weight loss goals through the mobile phone, desktop, twitter, broadcast, and print. This is all part of Special K’s bigger marketing plan to promote the Special K diet. The question that I want to figure out is how is Special K using the mobile electronics to capture the diet market? The Special K diet allows a young and old person to take the challenge and turn it into something that is worth wild for them. To promote this, Kellogg’s users can sign up for four different weight loss programs that let them track their stability as they go along so they can reach an ideal weight, or prepare for an event. As they get closer to the goal or challenge and track their Special K eating habits, they receive virtual badges as
Bibliography: 1. Johnson, Lauren. "Kellogg Co. Builds on 2012 Marketing Strategy with Mobile." Mobile Marketer. Mobile Marketer, 5 Jan. 2012. Web. 14 Mar. 2013. <http://www.mobilemarketer.com/cms/news/strategy/11827.print>. 2. "KELLOGGÂ’S HEALTHY BREAKBAR MARKETING PLAN." KELLOGGÂ’S HEALTHY BREAKBAR MARKETING PLAN. Tripod, n.d. Web. 14 Mar. 2013. <http://ezeswebsite.tripod.com/markplan.htm>. 3. Butcher, Dan. "Kellogg Activates Special K Campaign with First Mobile Apps in US." - Mobile Marketer. Mobile Marketer, 8 Dec. 2011. Web. 14 Mar. 2013. <http://www.mobilemarketer.com/cms/news/content/8371.html>.