市场学Essay代写范文：The Marketing Strategy of the Kellogg Company
本文是市场学专业的留学生Essay代写范例，题目是“The Marketing Strategy of the Kellogg Company（家乐氏公司的营销策略）”,这是一份关于家乐氏公司(Kellogg's)对家乐氏玉米片营销策略的调查和评估报告，玉米片是品牌早餐食品中家喻户晓的品牌。家乐氏玉米片是一种谷物食品，儿童和成人都喜欢将其作为早餐。谷物是杂货店里最受欢迎的商品。家乐氏公司是谷物和方便食品的主要生产商，包括饼干、饼干、面包糕点、谷物棒、水果风味小吃、冷冻华夫饼和蔬菜食品。该报告从促销方式和目标消费者两方面探讨了家乐氏玉米片的营销策略。并对这些营销策略的改进提出了建议。
This is a report on the investigation and evaluation of the marketing strategies adopted by Kellogg Company (Kellogg's) for the marketing of Kellogg Cornflakes a popular household name among branded breakfast foodstuff. Kellogg cornflake is a cereal product which is highly consumed by children and adults as breakfast foods. Cereals are major popular items at the grocery store. Kellogg Company is a leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavoured snacks, frozen waffles and veggie foods. The report explores the marketing strategies for Kellogg Cornflakes on the basis of the promotional methods and target consumer. It also makes some recommendation for the improvement of these marketing strategies.
Marketing is a fundamental aspect of any organisation sustainable competiveness. It is at the heart of the organisation and a key driver of its financial and economy performances. As a result of its importance, organisation defines the best appropriate ways to market the company and its product. Kotler et al (1999, p. 7) notes that today’s successful organisation is one that is dedicated to sensing, serving, and the satisfying of the needs of the customers in well-defined markets. Marketing is at the core of this. Marketing is simply “the delivery of customer satisfaction at a profit” (ibid, p. 7). Therefore, marketing involves the process to identify and satisfy the need of the consumers. These processes are made in several parts, and the main purpose of this short report is to identify, investigate and evaluate this process in regards to Kellogg Cornflakes.
市场营销是任何组织可持续竞争力的一个基本方面。它是该组织的核心，是其财务和经济表现的关键驱动力。作为其重要性的结果，组织定义了营销公司及其产品的最佳合适方式。科特勒等人(1999，第7页)指出，当今成功的组织是致力于感知、服务和满足明确定义的市场中的客户需求的组织。营销是其中的核心。营销就是简单地“以利润传递顾客满意”(同上，第7页)。因此，营销涉及到识别和满足消费者需求的过程。这些过程由几个部分组成，这篇简短报告的主要目的是识别、调查和评估这一过程与家乐氏玉米片有关。
In this light, this report will investigate and evaluate the design of Kellogg Cornflakes to satisfy and attend to the needs of the consumer. The consumers as identified are parents and older adults; they represent the main buyer of this product. The transmission of the company’s offers to the specific target is therefore very important in the process to meets consumers satisfaction. Specifically, it relates to the identification of target consumer, identification of objectives of the goods (Kellogg Cornflakes), evaluation of media options and identification of best possible media vehicle and the content of the message both in terms of the verbal and visual contents of the message. Therefore, the investigation and evaluation of the marketing strategies for Kellogg Cornflakes would be done on the basis of target consumer and the promotional methods. However, these are simultaneously examined in the context of traditional marketing mix within the customer perspectives of four Cs [1] of marketing. This section followed by recommendations on the best ways Kellogg Company needs to go about marketing Kellogg Cornflakes. It also serves as the conclusion.
Promotional methods/marketing tools促销方法/营销工具
The most noticeable contemporary marketing tool for Kellogg Cornflakes are the company newsletter which incorporates all its product and latest news on each, mass advertising i.e., TV and print media, and direct promotion i.e., coupons. The company is using the right marketing tools through such avenues as newsletter that kept updating the consumer on latest improvement and available offers by Kellogg Company; its television advert in United Kingdom which is based on the sunshine street breakfast and “putting the good in good morning” and its direct promotion by using coupons which enable consumers to redeem prices. The coupons allow customer to claim box of cereal. This is even made much easier by allowing the customers to claim the free box of cereal coupons on the Kellogg’s promotional website (www.freecereal.co.uk).
家乐氏玉米片最引人注目的当代营销工具是公司通讯，它包含了所有的产品和每一个最新的新闻，大量的广告，即电视和印刷媒体，以及直接促销，即优惠券。该公司正在使用正确的营销工具，通过通讯的途径，不断更新消费者的最新改进和可提供的家乐氏公司;它在英国的电视广告是基于阳光街早餐和“put the good in good morning”，并通过使用优惠券进行直接促销，使消费者可以赎回价格。这些优惠券允许顾客认领一盒麦片。如果允许顾客在家乐氏的促销网站(www.freecereal.co.uk)上领取一盒免费的谷物券，这就更加容易了。
Kellogg’s Company promotional methods show that it focus more on its target consumers so as to get in their minds. The company recognises the needs to get in the minds of its customers which are also important towards getting information from the customers. Kellogg Cornflakes is not only appealing in outlook and contents, its promotional offer of free cereal box are also appealing to customers. Therefore, through its coupons Kellogg management is aware of price sensitivity of consumers and gives out coupons that will enable the consumer redeem a free cereal box which is an indirect way of price reduction. The company has also been using the packaging of Kellogg Cornflakes to influence consumer beliefs about the product. Kellogg Cornflakes has colours green, purple and yellow which depict perceptions of green as wellness, natural and organic, purple as creativity and sensitivity and yellow as brightness, happy and uplifting. Colour plays an essential part of business and marketing at both strategic and tactical level since it affects consumer emotion and behaviours towards a particular product (Wright 2006, p. 115-116).
Kellogg cereal promotional offers such as news and offers from Kellogg i.e., coupons, special offers and promotions, great tasting recipes, nutrition tips, product sneak peeks and getting great saving on their products ensure the company maintain its competitiveness. With its innovative promotional adverts, it is able to strengthening the company market shares and develops more focus organisation. Doyle (2000, p. 1) affirms that in today’s rapidly changing environment, a company cannot long maintain market share of profits unless it is innovative. While, keeping abreast of competition in the food industry, it has not in any way compromise it product’s value. It consistently provides its teeming customers healthy food and as specified on the product packs. However, it is notable that Kellogg Cornflakes promotions are made according to the specification of targeted consumers, in this case mainly children. Therefore it has fancy phrases; fancy labels and pictures specifically to attract children who as earlier stated are the highest consumer of cereals.
Target Consumer目标消费者
The target consumers for Kellogg Cornflakes are children. Therefore, this group of consumers should be able to identify Kellogg Cornflakes among the tens of cereal boxes in the grocery stores. Kellogg Company designs Kellogg’s Cornflakes is such a way that is very attractive to children. The picture on the park is cork hen head, which is bold enough to attract children attention. Children are assumed to like chickens, it fascinates them. So the pack design with cork head will fascinates children to draw the attention of their parent to buy Kellogg’s Cornflakes. It is a visual message that children understand easily. Therefore, for children as the consumer, it is convenience and an easy way to find a product they want as well as ensure their parents purchase it. The ability of a company to identify customers need and wants and design products that meet this need and wants is what Fifield describes as real marketing (2004, p.112). The graphics on the Kellogg Cornflakes box captures the customer convenience and communication as it relates to children. The visual communication content explains how this product is advertised to children.
家乐氏玉米片的目标消费者是儿童。因此，这一群体的消费者应该能够在杂货店的几十盒麦片中识别出家乐氏玉米片。家乐氏公司设计家乐氏的玉米片就是这样一种方式，非常吸引孩子。公园里的画是软木鸡头，非常大胆，吸引了孩子们的注意。孩子们被假定喜欢鸡，这使他们着迷。因此，带有软木塞头的包装设计会吸引孩子们的注意力，吸引他们的父母购买家乐氏玉米片。这是一种视觉信息，孩子们很容易理解。因此，对于作为消费者的儿童来说，这是一种方便和简单的方法来找到他们想要的产品，并确保他们的父母购买它。公司识别顾客需要和想要的能力，并设计出满足这种需要和想要的产品，这就是菲尔德所描述的真正的营销(2004，第112页)。家乐氏玉米片盒上的图形捕捉到了顾客的方便和沟通，因为它涉及到儿童。视觉传达内容解释了该产品是如何向儿童宣传的。
On the part of the parents and older people who eat cornflakes, they are hardly concern about the visual contents of the adverts but rather the real contents in the cereal box. This has to do with the amount of cornflakes inside the box and the nutritional contents. In this regard, they will want to search for cereals that are healthy by looking at their nutrition fact labels. With the nutrition labels boldly inscribed on the side of the box of Kellogg’s Cornflakes, the parents/ adults are able to check through the nutrition label, which is certainly to meet the nutrition standard for a healthy living. In essence, the product description as low in saturated fat and cholesterol and contains several vitamins will catch the attraction of this group of consumers. This shapes their perceived value of the product. Kotler and Keller (2006, p. 141) argues that customers estimate which offer will deliver the most perceived value and act on it. Consumers are more educated and informed than ever, and they have the tools to verify companies’ claims and seek out superior alternatives (Ibid, p.141).
Certainly, a parent would not want to buy unhealthy product for the child likewise, an adult would not buy unhealthy foodstuff. By regularly updating the vitamin contents of this product therefore, Kellogg Company ensures that the product meets the changing consumer needs. It also has varieties of this product to satisfy different needs of consumer. This explains the promotional aspect of the marketing mix and where communication really matters. The product dimension shown in nutrition fact label explains what is good about Kellogg Cornflakes that is by providing healthy food with its fat specification near 0 and letting the target consumer aware of it easily. However, the possibility that an adult will not concern itself with the graphics on the Kellogg Cornflakes does not remove the fact that package graphic is very important in strengthening or weakening marketer’s explicit verbal claims (Bone and France, 2001). For instance, green is often used on a product package, particularly foodstuffs to denote wellness because consumers associate the colour with “fresh, natural and organic” (Ibid, p. 468).
Recommendation建议
Kellogg Company has more or less concentrate on marketing approaches that are meant to influence sale and turnover of the company. It has relegated to the background the need to make consumer happy, not just from the satisfaction derives from the product but also by developing a healthy customer relationships that seeks to secure customer loyalty. As a result of the lack of customer relationship aims at guaranteeing customer loyalty rather that directed mainly at product performance, this study recommends that the company upgrades its Kellogg Kid’s Club. The Kellogg Kid’s Club should be sponsor in all major primary school in the country. This club that will be taking place once a month will incorporates beautiful story telling about nutrition and wellness. This will ensure that Kellogg’s Cereals are established in the minds of the kids and even if their parents have not been buying the product, the children will persuade them to doing so on the long run.
家乐氏公司或多或少专注于营销方法，旨在影响公司的销售和营业额。它已经把使消费者满意的需要降格为背景，不仅是来自产品的满意度，而且是通过发展健康的客户关系来寻求确保客户忠诚度。由于缺乏以保证客户忠诚度为目的而不是以产品性能为主要目标的客户关系，本研究建议该公司升级其家乐氏儿童俱乐部。家乐氏儿童俱乐部应该成为全国所有主要小学的赞助商。这个每月举办一次的俱乐部将包含关于营养和健康的美丽故事。这将确保家乐氏麦片在孩子们心中根深蒂固，即使他们的父母没有购买这种产品，孩子们也会说服他们长期购买。
Another important area that needs consideration is in the aspect of newsletter. Certainly, the purpose of a newsletter is to provide the necessary information that consumers need in regard to a product. However, considering that children are the major consumer of Kellogg Cornflakes, there should be a newsletter or children magazine that will covers such aspect on cartoons that children are most interested in. Corey, 1991 and; Kotler 1994 agree that “market targeting implies major commitment to satisfying the needs of particular customer groups through the development of specific capability and investment in dedicated resources” (Slater and Olson 2001, p. 1056). It should use striking and dramatic graphics that will draw the attention of children to want to read the magazine. Although they are children, the graphic pictures in the magazine should be to convey most of the advertorial messages. Hamilton states that we should never underestimate the reader’s intelligence but never overestimate their interests (1996, p. 11).
By regularly sending cartoon magazines to children, it will ensure their loyalty to Kellogg through to adulthood. In actual fact, creativity is the heart of new paradigm on customer relationship management, and it those organisations that adopt an effective, well-conceive customer relationship that will succeed in the 21st century (2003, p.3). The Kellogg Kid’s Club will be an avenue to let children sign up for the magazine and will be dispatch to them via regular mail. Apart from ensuring the loyalty of the children, it will ensure that the company have an encompassing database of its consumer, which is essential for the company to tapped into the value that is locked in that customer base outside of what it currently delivers. Therefore, by focusing on targets and keeping track of children and parents that are committed to Kellogg’s line of products, it will be able use the database for future market forecast. This is important for the organisation performance.
通过定期向儿童发送卡通杂志，该公司将确保他们终生忠于家乐氏。事实上，创新是客户关系管理新范式的核心，而那些采用有效的、构思良好的客户关系的组织将在21世纪取得成功(2003，第3页)。家乐氏儿童俱乐部(Kellogg kids’s Club)将成为让孩子们注册杂志的途径，并将通过常规邮件发送给他们。除了确保孩子们的忠诚度，它还将确保公司拥有一个涵盖广泛的消费者数据库，这对公司挖掘锁定在当前产品之外的客户群的价值至关重要。因此，通过关注目标，跟踪承诺使用家乐氏产品线的孩子和父母，它将能够使用数据库进行未来的市场预测。这对组织绩效很重要。
The fact that kids are central influencing factor on their parent necessitates that Kellogg should consider the location of its print media advert bill boards. Understanding and identifying who has influence on Kellogg Cereal products will enable the company to understand how such group apply their influence and how to turn that into the company’s advantage. Therefore, given the impact the children can have on their parents buying decisions, it is essential that Kellogg Cornflakes advertorial be placed around children schools. Outdoor advertising is one of the main marketing tools that Kellogg Company should employ to win the attention of its target consumers. Advertising space is as important as the advert itself as such the adverts must reflect creativity that focuses on children sentiments. Hence, to focus on this sentiments and captures the attention of children, the billboards should be placed close and around children schools. At the same time, such outdoor adverts must reflect the product as affordable, best value for money and meets the standard requires in the industry.
There are lots of cereal manufacturing companies and some other major brands that posed threats to Kellogg’s share of the market using price competition and product proliferations. As a matter of facts, market competition is heated up in the breakfast cereal market as flat sales and low price are predominant. Simply, there are a lot of cereal boxes out at the grocery store and therefore Kellogg advertisement should focus on what differentiate and makes it product better than others. At the same time, the marketing of Kellogg’s cereal product should also reflect optimum customer value through pricing and the contents in the boxes. This should be made clear to the consumer. It is also adviceable to get product catalogues to the customers. A regularly mailed catalogue is a direct way of marketing that can improve the sales volume and assist in customer loyalty base. The customer relationship marketing (CRM) involves a mix of marketing intervention such a direct mail, internet contacts, personal selling contacts, telephone contacts etc (Rust and Verhoef, 2005). In this way, the children would be able to compel their parents to always buy Kellogg Cornflakes since they will be able to say: mum please let us buy Kellogg, I love it and after all it is not expensive and good for health.
Conclusion结论
Therefore, Kellogg market share is increasingly been challenged not only by other major brands but also by private label cereals product. Private labels cereals products are often more cheaper compare to the high price of branded cereal product. This underscored the need for Kellogg to have an effective marketing strategy so as to maintain its competitiveness in the industry. As stated by Slater and Olson (2001) marketing strategy is a crucial element that determines an organisation willingness to achieve it set objectives and goals. It is the set of integrated decisions and actions by which an organisation expects to achieve and meet its objectives and the value requirements of its customer (Ibid, p.1056).
因此，家乐氏的市场份额不仅受到其他主要品牌的挑战，还受到自有品牌谷物产品的挑战。自有品牌的谷物产品通常比昂贵的品牌谷物产品更便宜。这就强调了Kellogg需要有一个有效的营销策略，以保持其在行业中的竞争力。正如斯莱特和奥尔森(2001)所述，市场营销战略是决定一个组织实现其设定的目标和目标的意愿的一个关键因素。它是一组整合的决策和行动，通过这些决策和行动，组织期望实现和满足其目标和客户的价值要求(同上，第1056页)。
The study have shown that Kellogg Company concentrate of customer, that is it chooses the 4 C’s of consumer-side marketing by focusing on cost, customer value, consumer and communication. As Saunders et al have stated, relationships with customer is a significant advantage generating resources (2008, p.144). Kellogg Company has thus establishes a brand name not only in the minds of its customer but also in the industry that distinguishes and differentiates its product from those of others in the cereal breakfast markets. Kellogg Cornflakes brand allows allow the consumer to identify their desirable qualities and traits with the product. This enables the customer to have a relationship with the brand and thus they feel complete because of the brand. The company knows its target as well as the people that consume the product (mainly children). It capitalizes on this, and using its marketing approaches its product was able to get in the minds of its customers. Customer can even pay more because of the value they get from the brand since they have been associated with it.
研究表明，家乐氏公司注重顾客，即通过关注成本、顾客价值、消费者和沟通，选择了消费者侧营销的4c。正如Saunders等人所说，与客户的关系是产生资源的一个重要优势(2008，第144页)。因此，家乐氏公司不仅在其顾客的心目中建立了一个品牌名称，而且在业内将其产品与其他谷物早餐市场上的产品区分开来。家乐氏玉米片品牌允许消费者识别他们想要的品质和特征与产品。这使得客户能够与品牌建立关系，因此他们会因为品牌而感到完整。该公司了解它的目标人群以及消费产品的人群(主要是儿童)。它利用了这一点，利用它的营销方法，它的产品能够进入客户的头脑。顾客甚至可以支付更多的钱，因为他们从品牌中获得了价值，因为他们已经与这个品牌联系在一起。
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