Marketing Plan
Phase 5 Individual Project
Hellena Elaine Wesson
MKT305-1301B-01
Robert W. Touro
March 25, 2013
Executive Summary
“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).
We are the largest cereal company in the world, ahead of all North America’s frozen food companies, and only one company leads us in producing cookies, savory snacks, and crackers. We are continuing to aggressively develop new products that are wholesome, nutritious, and great tasting. We are finding new ways to satisfy the many various tastes around the world while also making our products healthy.
The marketing plan that follows is for the purpose of increasing our consumer base. It will segment our target market by demographics, psychographics and/or current environments. It will also include information about the products which we are attempting to sell, some of the company’s strengths, weaknesses, opportunities and threats (SWOT analysis). You will learn what our customer’s profile is, what we ultimately want to achieve with this marketing plan, and how this plan will meet our business plan objectives. The products’ position in the marketplace will also be included within this plan along with methods we will use for the promotional plan of the products. You will find a twelve month calendar of our advertising budget. The conclusion will emphasize the main parts of the marketing plan.
Situational Analysis
We are in a fast/growing competitive market. Our target market are those who want to embark on a healthier way of life or those who want a variety of ways to continue their healthy way of life. The target market is present and new customers ages 4 and older. Nine out of ten of us do not receive the recommended daily amount of vitamins, nutrients, and minerals in our diets, so, change these drastic statistics.
Hellena Elaine Wesson
MKT305-1301B-01
Robert W. Touro
March 25, 2013
Executive Summary
“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).
We are the largest cereal company in the world, ahead of all North America’s frozen food companies, and only one company leads us in producing cookies, savory snacks, and crackers. We are continuing to aggressively develop new products that are wholesome, nutritious, and great tasting. We are finding new ways to satisfy the many various tastes around the world while also making our products healthy.
The marketing plan that follows is for the purpose of increasing our consumer base. It will segment our target market by demographics, psychographics and/or current environments. It will also include information about the products which we are attempting to sell, some of the company’s strengths, weaknesses, opportunities and threats (SWOT analysis). You will learn what our customer’s profile is, what we ultimately want to achieve with this marketing plan, and how this plan will meet our business plan objectives. The products’ position in the marketplace will also be included within this plan along with methods we will use for the promotional plan of the products. You will find a twelve month calendar of our advertising budget. The conclusion will emphasize the main parts of the marketing plan.
Situational Analysis
We are in a fast/growing competitive market. Our target market are those who want to embark on a healthier way of life or those who want a variety of ways to continue their healthy way of life. The target market is present and new customers ages 4 and older. Nine out of ten of us do not receive the recommended daily amount of vitamins, nutrients, and minerals in our diets, so, change these drastic statistics.
References: Kellogg’s.(2008).International food information council fiber fact sheet 2008.Retrieved March 11, 2013, from: http://www.kelloggs.com/en_US/the-benefits-of-cereal/fiber-and-whole-grains.html Kellogg. (2009).Kellogg company’s every gram counts: Eating away at the fiber deficit (2009).Retrieved March 11, 2013, from: http://www.kelloggs.com/en_US/the-benefits-of-cereal/fiber-and-whole-grains.html Kellogg. (2009).Whole grain & fiber omnibus survey 2009.Retrieved March 11, 2009, from: http://www.kelloggs.com/en_US/the-benefits-of-cereal/fiber-and-whole-grains.html Kellogg’s Banner Advertisement. Retrieved March 17, 2013, from: http://images.search.yahoo.com/search/images?_adv_prop=image&fr=yfp-t-900-37-s&va=kellogg+s+banner+advertisement