Strategy marketing plan

BRUNEL BUSINESS SCHOOL
COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS

Module Code
MG5553
Module Title
Strategic Marketing Management
Module leader
Dr. Geraldine Cohen

Student ID numberStudent name
1226866

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Brunel Business School

MSc in Marketing

Academic Year 2011-2012

Marketing Plan

1226866
Word count: 3130

Brunel University Brunel Business School Uxbridge, Middlesex UB8 3PH United Kingdom Tel: [phone] Fax: [phone]

TABLE OF CONTENTS

1. Introduction 1
2. cORPORATE OBJECTIVES 1
3. MARKET OVERVIEW 1
4. MARKET AUDIT 3
4.1. Marketing Mix 3
4.2. SWOT Analysis 4
4.3. PESTEL Analysis 5
4.4. Porter’s 5 force 7
5. ASSUMPTIONS 8
6. MARKETING OBJECTIVES AND STRATEGIES FOR NEW OR MODIFIED PRODUCT 9
6.1. Growth Strategy 9
7. IDENTIFICATION OF ALTERNATIVE PLANS 9
8. PROMOTIONAL PROGRAMME 9
9. MEASUREMENT, REVIEW AND CONTROL 10
10. REFERENCES LIST 11
11. APPENDICES 13

1. Introduction
Kellogg Company is a manufacturer company who produces well-known products for breakfast, cereal, snacks, snack bars, and health bars under the famous brand such as Rice Krispies Squares, Corn flakes, Frosties, and other brands which included 39 brands in total (The Times 100, 2007). Kellogg has manufacturing facilities in 18 countries and sells their wide range of products in 180 countries around the world. The Company also distributes wide range products in frozen food, snack bars, energy bars

References: Afifi, Z. E. M., 1997. Daily practices, study performance and health during the Ramadan fast. The Journal of the Royal Society for the Promotion of Health , 117(4), pp. 231-235. Azoulay, E. et al., 2002. Impact of a Family Information Leaflet on Effectivenessof Information Provided to Family Members of IntensiveCare Unit Patients. journal of respiratory and critical care medicine, 165(4), pp. 438-442. BBC, 2012. Economic Tracker. [Online] Available at: http://www.bbc.co.uk/news/10613201 BBC, 2012. UK inflation unchanged at 2.7% in November. [Online] Available at: http://www.bbc.co.uk/news/business-20766392 Bigelow, J., 2009. Behavior and the Bottom Line. Pharmaceutical Executive, pp. 126,128. Chaiwanichya, B., 2012. Youtube 's Channel Analytic. [Online] Available at: https://www.youtube.com/analytics?vmv=2&feature=mhsn Euromonitor, 2011. Pakaged Food in The United Kingdom, s.l.: Euromonitor. Fill, C., 1999. Marketing Communications. 2 ed. s.l.:Prentice Hall Europe. First Research, Inc., 2012. Snack Foods Manufacturing, s.l.: MarketResearch.com . Global, L., 2012. Kellogg 's Updates 106-Year-Old Brand Profile. License! Global, June.pp. 22-22. Hollensen, S., 2005. Marketing Planning: A Global Perspective. Berkshire: Mc Graw Hill Education. Jopson, B. & Rappeport, A., 2012. Kellogg pays P&G $2.7bn for Pringles, Cincinnati and New York: s.n. Kellogg Company, 2012. Kellogg 's Products, s.l.: s.n. Kellogg Company, 2012. Our Vision and Purpose, s.l.: s.n. Kelman, A. & Failer, B., 2002. Prices and brands. Chain Store Age, 78(8), p. 30. Korkofingas, C. & Ang, L., 2011. Product recall, brand equity, and future choice. Journal of Marketing Management, Volume 27, pp. 959-975. Kotler, P. & Armstrong, G., 2012. Principle of Marketing. Global Edition ed. Essex: Pearson Education Limited. MarketLine, 2012. Kellogg Company, s.l.: MarketLine. Mintel, 2012. Cereal, Energy and Snack Bars, s.l.: Mintel. Mintel, 2012. Cereal, Energy and Snack Bars Executive Summary, s.l.: Mintel. Munnukka, J., 2008. Customers ' purchase intentions as a reflection of price perception. Journal of Product & Brand Management, 17(3), pp. 188-196. nextanalytics.com, 2012. Nextanalytics. [Online] Available at: http://www.nextanalytics.com/wp-content/uploads/2012/10/youtube-videos-by-gender-age.png The Guardian, 2013. 2012 among the 10 warmest years on record, figures show. [Online] Available at: http://www.guardian.co.uk/environment/2013/jan/16/2012-10-warmest-years-on-record The Times 100, 2007. Using aims and objectives to create a business strategy. [Online] Available at: http://businesscasestudies.co.uk/kelloggs/using-aims-and-objectives-to-create-a-business-strategy/#teaching-resources Ward, M., 2007. SAFETY PAYS. NPN, National Petroleum News, 99(2), pp. 40-42,44. Wood, Z. & Kollewe, J., 2012. Kellogg 's tucks into Pringles for $2.7bn, London: The Guardian. 11. Appendices Appendix 1: Forecast of UK retail sales of cereal, snack and energy bars, by value, 2006-2012 Appendix 2: Manufacturer’s estimated shares in UK retail valu sales of cereal, energy and snack bars, 2011 Appendix3: YouTube Video Appeal Demographics Source: nextanalytics.com, 2012. [Accessed 20 11 2012]. Appendix4: Youtube’s analytic function Source: Captured by Chaiwanichya, B., 2012. Youtube 's Channel Analytic. [Online] [Accessed 20 11 2012]. Appendix5: This report shows fan activities as they unfold which includes as following Source: nextanalytics.com, 2012. [Accessed 20 11 2012]. Appendix 6: The Facebook Fan Page Visitor Demographics spreadsheet provides details about visitors to your fan page. Source: nextanalytics.com, 2012