Question

Balancing the marketing mix through creative and innovative strategies

W.K. Kellogg and his brother, Dr. John Harvey Kellogg, founded the Kellogg Company in 1898. Through experimentation with flaked corn, W.K. Kellogg created the recipe for Corn Flakes. In 1906, he opened the “Battle Creek Toasted Corn Flake Company” and recruited his first 44 employees. Together with these employees he developed the initial batch of Kellogg's Corn Flakes bringing to life his vision for great-tasting, ‘better-for-you’ breakfast foods.

Kellogg embraced every opportunity to make a difference in peoples’ lives and was motivated by his passion to help people improve their health. Today, over a hundred years since it was first founded, the Kellogg Company still upholds his original values. The company is the world’s leading producer of cereals and a market leader in health and nutrition. Kellogg’s was one of the first companies to print nutrition labels on its packaging and, in 2007, was amongst the first companies to print Guideline Daily Amounts (GDA) on its products to inform the public about the food they are eating. This has helped the company to engage with a market more concerned with healthy living

A marketing strategy determines what a company is going to produce in terms of products or deliver in terms of services, how much it is going to charge for these products or services, how it will deliver these products or services to the customer, and how it is going to tell its customers about its products and services. This is known as the marketing mix and is often referred to as the 4Ps of marketing. The mix involves creating the right product, sold at the right price, in the right place, using the most suitable methods of promotion. Although the marketing mix will vary from business to business and market sector, its purpose is to assist a business to balance these four key factors to meet the needs of the customer

Kellogg’s balances the 4Ps by Offering a wide range of popular products and regularly introducing exciting new products to the market. Pricing its products to ensure that customers receive the best possible product for their money. Help ensuring its products are available wherever shoppers are, from supermarkets, to the internet or on-the-go, and by understanding shopper behaviors. Delivering engaging and exciting marketing communications.

Getting the right product or service to the customer, at the right price, in the right place and at the right time is fundamental to business success. Understanding and balancing the marketing mix enables an organization to uniquely position its brand to drive sales of its products and services. To remain as a market leader a business needs to continually look at new ways of engaging and exciting customers in its products and services.

Please answer the following questions:

1-Discuss how Kellogg succeeded in differentiating and positioning its products for maximum competitive advantage in the marketplace?

2-Identify any one of Kellogg's competitor to discuss the differences in marketing strategies between the two.

Answer 1

1. Kellogg succeeded by positioning right products with right price and right place at right time. Its accessibility, affordability, availability made it global success with bang for buck and wide diversified range of products with constant innovation and intensive distribution networks across channels helped it differentiate amongst peers and gain competitive advantage.
2. Nestle which has been Kellogs biggesf competitor has adopted an integrated marketing approach with mix of mediums like social media, mobile, TV, Radio, Out of Home, Print, Referrals, Location based, digital, etc. The positioning is of good health and taste and has priced next to Kelloggs. The marketing overall revolves around its positioning statement and brand Reinforcement which is the difference between Kelloggs and Nestle.

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