Kellogg's Special K Marketing Evaluation
Summary
Executive Summary p.2
Key facts p. 3
Marketing mix
Product p.4
Price p.4
Promotion p.5
Place (distribution) p.6
Recommendations p.7
Appendix p.8
Appendix 1. Aisle of Breakfast cereals at Woolworth Ashfield p.9
Appendix 2. Print ad of Special K, 1964 p.10
Appendix 3.
Questionnaire p.11
Results of the survey p.12
Sources p.14
Executive summary
Special K is a successful brand, with a good level of innovation and communication. It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’. As the market of breakfast cereals is in maturity step, with many competitors and strong distribution channels in retail and market, the brand has to attract more consumers and gain market shares against its competitors, identified as being (from higher to lower competitiveness), Nestlé “Uncle Toby’s Plus” range, Weightwatchers “Flakes” and Woolworth “Special choice”. Plus cereals are the most present in aisles, against Special K, and has a range of products with specificities meeting the needs of different customers, which Special K doesn’t have: “Plus antioxidant”, “Plus fiber”, “Plus Omega 3”. For its natural cereal, that we will call Special K original (with no flavors), the brand will have to extend the product through different particularities in order to attract more and different customers, such as men with “Special K protein + “ or “Special K energy +” (focusing on protein), men and women aged 45/50 to 65 and more with “Special K omega 3”, and men and women aged 40 to 65 and more with “Special K antioxidant”. It will allow the brand to reach the customers who buy competitive offers because they didn’t find a product corresponding to their needs in the Special K range. The brand should focus on men through the extension of its
Executive Summary p.2
Key facts p. 3
Marketing mix
Product p.4
Price p.4
Promotion p.5
Place (distribution) p.6
Recommendations p.7
Appendix p.8
Appendix 1. Aisle of Breakfast cereals at Woolworth Ashfield p.9
Appendix 2. Print ad of Special K, 1964 p.10
Appendix 3.
Questionnaire p.11
Results of the survey p.12
Sources p.14
Executive summary
Special K is a successful brand, with a good level of innovation and communication. It has reached many consumers; especially women aged 20 to 40 yearsold, focusing on key elements such as beauty, shape, and weight loss. People are ready to pay more for Special K cereals, positioned as high quality products, with higher prices as competitors’. As the market of breakfast cereals is in maturity step, with many competitors and strong distribution channels in retail and market, the brand has to attract more consumers and gain market shares against its competitors, identified as being (from higher to lower competitiveness), Nestlé “Uncle Toby’s Plus” range, Weightwatchers “Flakes” and Woolworth “Special choice”. Plus cereals are the most present in aisles, against Special K, and has a range of products with specificities meeting the needs of different customers, which Special K doesn’t have: “Plus antioxidant”, “Plus fiber”, “Plus Omega 3”. For its natural cereal, that we will call Special K original (with no flavors), the brand will have to extend the product through different particularities in order to attract more and different customers, such as men with “Special K protein + “ or “Special K energy +” (focusing on protein), men and women aged 45/50 to 65 and more with “Special K omega 3”, and men and women aged 40 to 65 and more with “Special K antioxidant”. It will allow the brand to reach the customers who buy competitive offers because they didn’t find a product corresponding to their needs in the Special K range. The brand should focus on men through the extension of its