Kellog's Marketing Strategy

Paper Summary:

This paper looks at all aspects of the Kellog Company's marketing strategy. The Kellog marketing environment is examined and broken down into its demographic, economic, technological, political, and cultural aspects, its markets, customers and competitors, as well as its suppliers, facilitators and public policies. This is followed by an examination and break down of Kellog's marketing strategy which includes a review of the business mission, marketing objectives, goals, products, pricing, distribution, and promotion strategies.

From the Paper:

"Kellogg's has utilized integrated business units and compensation incentive systems to increase the accountability of the cash expenditure and improve the functionality of the organization. Products sales have been increasing in the US as well as in other countries. (See Appendix; Table 2) The pricing and availability of the product determines the profitability of a product. Streamlining many of the operations in recent times has helped the Kellogg increase the profit margin. More resources could therefore be spent on the marketing and advertisement of products. In addition, Kellogg's also increased the number and frequency of promotional offers more toys and DVD's in cereal boxes, tie-ins with movies and charitable donations to local schools and charities. In 2002, a new strategy of "Volume to Value" was introduced throughout the company."

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