Kellogg Co. Marketing Analysis

Paper Summary:

This paper discusses the history of the Kellogg Company, with particular attention to its current marketing strategies. The paper examines the four Ps of its marketing strategy (price, promotion, product and placement). The paper concludes by analyzing how Kellogg's products are being managed from a marketing point of view and how this can be improved in the future.

Table of Contents:
Section 1: Description Of The Marketing Environment
Section 2: Description Of The Marketing Mix
Section 3: Critique Of How The Kellogg's Brand Is Being Managed From A Marketing Perspective

From the Paper:

"On the other hand, though, the company's sluggish performance in the European and Asian markets suggests that the company's marketers are overlooking some important cultural issues that are related to either the brands themselves or another component of the marketing mix that has not been identified yet. The company is well situated, though, to take advantage of these burgeoning markets. For example, a leading food industry expert maintains that cereal is a food that can be easily translated to international markets (Bredahl 75). This author reports that the company believes its consumers' needs concerning nutrition, taste, and convenience are the driving forces for the increased acceptance of its products and that these are worldwide directions of change in terms of consumers' wants and needs (Bredahl 75)."

Sample of Sources Used:

• Applbaum, Kalman. The Marketing Era: From Professional Practice to Global Provisioning. New York: Routledge, 2004.
• Avery, Christine and Diane Zabel. The Flexible Workplace: A Sourcebook of Information and Research. Westport, CT: Quorum Books, 2001.
• Baltas, George. (2001). "The Effects of Nutrition Information on Consumer Choice," Journal of Advertising Research 41(2):57.
• Bennett, James T. and Kevin F. Mccrohan. (1993). "Public Policy Issues in the Marketing of Seals of Approval for Food," Journal of Consumer Affairs 27(2):397.
• Bredahl, Maury E. Competitiveness in International Food Markets. Boulder, CO: Westview Press, 1994.

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