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Kellogg's special k product marketing strategy
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While this past year’s financial situation has not been released yet, Kellogg has been earning a steady amount of profit in the last five years. Nonetheless, the growth rate and revenue fluctuate positively and negatively, which means Kellogg struggles to grow year after year. It has notable years when it introduces new products or it acquires other companies, but mainly because of a declining economy and a fading trend for cereal in the mornings, Kellogg’s has experienced declines in revenues (Kell, 2014, para. 6). Specifically in 2014 and 2012. Research has shown newer generations like the Millennials prefer alternatives to cereals for breakfast, which has made it hard for Kellogg’s to grow their business. The corporation usually redeems …show more content…
Being healthy is a lifestyle choice that has increased over the past few years. In 1955, Kellogg introduced Special K, a cereal that is made from healthy ingredients and focuses on the adult market (“Kellogg Company”, 2015, p.7). Currently, the average person in America is at risk of health disease or is obese (Dinkins, 2001, p.98). There has gradually been in an increase in the want to diet, eat better and exercise, “twenty-three percent of people surveyed were interested in improving their diet” (Dinkins, 2001, p.98). This leads to many food companies creating their own healthier versions of food, and for Kellogg’s it is the dietary products of the Special K chain. According to an article written by Elaine Wong, Special K cereal is number four in “ready to eat” cereal and has made $6.6 billion in sales (2010, p.18). Although the health craze has increased in recent years, there is still a need to market Special K better for healthy …show more content…
There are over five brands of healthy breakfast cereals that Kellogg must compete with. However, Kellogg’s Special K has been able to advance itself into two specific markets; the weight loss market, and the nutrition market. They also have a variety of cereal flavors, while other cereals have limited options. To improve its position in the healthy food choice market, Kellogg’s must target other specific segments with new features and benefits for those segments. It would be an added benefit if Kellogg’s could market cereal in interactive ways like it does already for children’s cereal
In addition, the fast food industry’s main goal is to produce profit, and advertisements for unhealthy nutrition options flood schools, television, billboards, and multitudes of other outputs, all places where young children can view endorsements for fast food. Drawing a parallel between fast food and tobacco, Fed Up claims that soda resembles the cigarettes of the 21st century and that both of these toxins present many future health implications. While continuing to discuss long term effects of unhealthy food and eating habits, various scientific researchers and individuals share that up to “40% of non-obese people have metabolic diseases” (Fed Up). While not everyone may appear overweight or obese, they may have diabetes, heart related problems, high blood pressure, and/or numerous other health concerns. Overall, Stephanie Soechtig’s Fed Up discusses the issues of obesity and how private provide and special interests place themselves above public
The food that we as a nation consumes reflects the health and well being of the American people. We have become so accustomed to fast food and easy, unhealthy, diet choices that diseases like diabetes has become very prevalent and on the rise. One in every three Americans born after 2000 will contract early onset diabetes. In the film “Food Inc.” takes a look into a typical grocery store and reveals the illusion of variety. Most of the food in the industry leads back to corn. High fructose corn syrup, a sweetener made from corn starch, is found in many of the foods and beverages that we consume. High fructose corn syrup has been linked to metabolic diseases like obesity and diabetes. Corn has become very affordable and abundant and big food
The analysis of the Kellogg’s case is presented in this chapter and will contribute to answer the research question. The case are evaluated and compared to the literature presented in the previous chapters and will support the conclusion of this paper.
Zinczenko shares his personal story about how fast-food restaurants such as Taco Bell and McDonald’s led to a weight problem during his high-school years. He claims that the ease of accessibility and lack of healthy alternatives make it all too easy to fall into the cycle of unhealthy eating. Zinczenko also contends that the lack of nutrition labels on fast-food products leaves the consumer in the dark about what he or she is actually consuming. At the time Zinczenko wrote his article, fast-food restaurants were not willingly disclosing nutritional values of their products. Today this has changed. Fast-food companies, including McDonald’s, have put the full nutritional information of their products directly on the packaging and wrappers. All other fast-food establishments either post it on the menu board (Panera), offer easy access to pamphlets containing all nutritional information of their menu in store, or have it easily accessible online (Taco Bell, KFC). I am sure that this is a helpful step forward toward educating the public as to what they are consuming, but has this new knowledge to consumers had a dramatic change toward ending obesity? No. People have always known that eating a Big Mac and fries with the giant soft drinks that McDonald’s and other chains offer is not healthy; putting the nutritional labels on these items has done little to nothing to stop people from eating these high-calorie meals. This again leads back to the point that people as consumers need to be more accountable to themselves and stop blaming others for what they willingly choose to put in their
of Philip Morris, said “People could point to these things and say, ‘They’ve got too much sugar, they’ve got too much salt […] well, that’s what the consumer wants, and we’re not putting a gun to their head to eat it. That’s what they want.” (Moss 267) However, consumers are being unconsciously forced to fund food industries that produce junk food. Companies devote much of their time and effort into manipulating us to purchase their products. For instance, Kraft’s first Lunchables campaign aimed for an audience of mothers who had far too much to do to make time to put together their own lunch for their kids. Then, they steered their advertisements to target an even more vulnerable pool of people; kids. This reeled in even more consumers because it allowed kids to be in control of what they wanted to eat, as Bob Eckert, the C.E.O. of Kraft in 1999, said, “Lunchables aren’t about lunch. It’s about kids being able to put together what they want to eat, anytime, anywhere” (Moss 268). While parents are innocently purchasing Lunchables to save time or to satisfy the wishes of their children, companies are formulating more deceiving marketing plans, further studying the psychology of customers, and conducting an excessive quantity of charts and graphs to produce a new and addictive
Repeatedly the news will highlight a story about the obesity epidemic sweeping the nation. Although the news and health experts bombard the common citizen with quick and easy ways to eat healthier and exercise more, the source of the issue is kept hidden behind closed doors. Before placing blame on the eating habits, it’s essential to take a closer look at what is being consumed. With rapid change in the food industry, progress must be met with caution because “The way we eat has changed more in the past fifty years than in the past 10,000” (Pollan and Schlosser). It is easy for the common man to provide the blanket statement of eating “better”, yet few actually proceed to do this. The average American has one of the worst diets in the world although opportunity and variety of options are overwhelming. Food industries are deceiving by masking the true process of how their food is produced. Not only does the eye not see how the food was made, but there is also a false sense of variety in the grocery market. The grossly unbalanced American diets and genetically modified organisms both coexist to create a greater problem than previously thought of.
The population in the United States as of 2009 was 307,006,550 the younger population is projected to slightly increase and eventually plateau though the older population has been steadily increasing and projected to continue on an upward trend (Vincent & Velkoff, 2010). The lack of a healthier diet is something that has been highlighted in the media for the past decade and more often than not we are seeing the effects of overindulging and the consumption of highl...
Not many people pay attention to labels on the cereal box or the soda they are drinking. "More than one-third of the U.S. adults, 35.7 percent, are obese" (Adult). Junk food has become a meal in most teenagers lives and adults who are always on the go. They don't have time to eat in the mornings before work or school, so therefore they eat processed sugared foods. Situations like these though are only one of the many possible situations that could lead to obesity. In the years 2004-2005, a...
Focusing on the well being of the customers should be the main focus of any major company, especially fast food companies. By reducing the amount of unhealthy choices for children and replacing them with nutritional foods, the nation’s youth will benefit.
Growing up in today’s culture offers more convenience than ever before. This fast-paced lifestyle unfortunately leaves little time for most to shop, prepare and enjoy healthy food. Many people find it easier to buy packaged, pre-made or fast food in place of more sustaining foods. In Paleolithic times humans were required to hunt meat, gather and forage vegetables, roots, seeds and nuts to live. These skills served up fare that was full of nutrition and sustenance. Today’s processed and sugar-laden foods offer convenience but at the cost of some health problems. A February 2009 study done by the Department of Medicine in the University of California, San Francisco, shows a remarkable improvement in
The main challenge is to determine how Panera Bread can continue to achieve high growth rates in the future. Panera Bread is operating in an extremely high competitive restaurant market which forces the company to improve and to grow steadily for staying profitable. The company’s mission statement of putting “a loaf of bread in every arm” is just underlying Panera’s commitment for growing. They are now in a good financial situation and facing growth rates of up to 20% per year in a niche market that has a great growth potential. In the next 7 years the fast-casual market is expected to grow by 500% in sales to a total of $30 billion.
Since going public in 2000, Krispy Kreme Doughnuts has posted strong growth in same-store sales each quarter, with a consistency that would make most competitors envious. According to the Krispy Kreme’s most recent quarter, which ended August 3, 2003, it posted an 11.3 percents rise in system wide same-store sales, including 15.6 percents growth at company operated units (Peters, 2003). From the financial report of second quarter in 2003, it could foretell there would be more earnings growth in the future as long as Krispy Kreme finds more new markets in which to launch doughnut shops. Its average weekly sales are in large determined by newly opened stores. This also demonstrates that the doughnuts specialist’s soaring results and rise to the top echelon of industry performers can be attributed to successful expansion.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Earlier in the history of Food and Nutrition, people followed the saying, “Eat to live.” With the change in times, trends, and food nutrition, the mentioned saying has evidently flipped to “Live to Eat”. Before, the balance between the four essential portions of food were steady: 30% vegetables(2 ½ cups), 20% fruits(2 cups), 25% healthy proteins(5 ½ cups), 25% grains(6 ounces), and 3 cups of dairy(Grasa and Christine). Nowadays, the plate has lopsided in one direction, changing sides from one to the other, giving importance to the preference that is comfortable to an individual at a time or period. Hence, the plate is never stable. There is more percentage in an individual’s own likable portion resulting in a lower percentage in the other portions. This produces an overall unhealthy lifestyle or habit for people today. According to the nutritional statistics of the President’s Council on Fitness, Sports, and Nutrition, “Typical American diets exceed the categories: calories from solid fats and added sugars; refined grains, sodium; and saturated fat. Americans eat less than the recommended amounts of vegetables, fruits, whole-grains, dairy products, and oils.” More and more people are procrastinating the thought of eating healthy or have ignored that essential completely in their lifestyle. More people should adapt to having a nutritional life due to the nutrition benefits of: the prevention of diseases, boosting of energy levels, and improving our lives.
The diet of the average person in the United States can be seen as less than ideal to anyone who has knowledge of nutrition and proper diet. According to Center For Science In the Public Interest (CSPINET), the diet of the an average individual in America is said to lead to increase the risk of many diseases. This is due to the amount of saturated fat, sodium, calories, and added sugar (para. 1). In 2016, Frerichs, Intolubbe-Chmil, Trowbridge, Brittin, Teitelbaum, & Huang, explain that the factors of