Challenges in the Cereal Market

Challenges in the Cereal MarketThe purpose of this report is that to let the readers know the challenges and competition in Cereal and Snacks of UK and rest of the world. This report is sculptured on Kelloggs the market attraction of cereal and breakfast industry of UK. This report consists of detail conjunction analysis utilise SWOT* analysis, PESTEL** analysis and using Marketing 4 ps*** and Porter Five Forces to highlight the industry. The objective of the report is to outline the merchandise scheme of Kelloggs and then critically evaluate the plan making the recommendations. Further then this report is going to highlight effects of technology on Kelloggs operations and how Kelloggs is benefiting from in the altogether media i.e Internet. The end of the report some focus is upon the Kelloggs Sustainability plan and recommendations for further improvements.* SWOT Strengths, Weakness, Opportunity and Threats** PESTEL Political, Economical, Social, Technological, Environment al and Legal*** 7ps- Product, Price, Promotion and PlaceContentsMarketing..2) About Kelloggs and market analysis3) Kelloggs Marketing curriculum .4) SWOT ANALYIS.5) PESTEL Analysis6) Kelloggs 4 Ps.7) Kelloggs Product life Cycle.8) Impact of technology on Future Marketing Plans..9) Sustainability and Kelloggs.10) ReferencesMarketingMarketing is the anxiety process of Identifying, anticipating and satisfying guest ask and requirements profitably. Chartered Institute of MarketingSo the primary(prenominal) functions of marketing is to Identify and Anticipate what are the needs and wants of the guest and analysing what the competitors are providing at the moment and what further new and better product and service the Organisation can brook. The Main aim here is to know and realise the customer so well that product or service fits accordingly to customer requirements and sells itself. Secondly the important aim of marketing is to satisfy the customer. So the companies go forth t he combination of products and services to satisfy the needs and wants of the customers.Kotler describes marketing as the process by which companies create value for customers and build strong relationships in edict to hex value from customers in return. To do this successfully, firms need to embrace a culture of market orientation and put the customer at the forefront of everything they do. Communication of the marketing dodging and plan across the organisation plays a vital part in making this happen.Philips KotlerThere is misconception among the people that marketing is all about advertizing and selling i.e. Telling and selling, although they are important but they are only the tip the marketing iceberg. Selling and telling occurs after the product is complete and gain to launch to market, in contrast marketing starts long before the company has a product. Marketing is all about assessing the needs of consumers, measure their extend intensiveness and estimate whether there i s a profit opportunity exist. Marketing is of such importance that is continues from the product development to market withdrawal, and its main function during this period is to benefit new customers and keep the current customers locked in by improving product appeal and performance and giving customer a good after gross revenue service with constant product updates. According to the Marketing guru Peter Drucker, The Aim of marketing is to make selling unnecessary this is done by understanding the customers so well that the product and service sells itself.Marketing is a five step processUnderstanding the Marketplace and Customer needs and wantsDesign Customer-Driven Strategy manufacture a Marketing Programme that delivers pukka value.Build Profitable relationship and customer delightCapture Value from customer in return.Kotler one of the famous Marketing author describes marketing as a Process by which companies create value to the customers and build a strong relation in order to capture value from customers in return in the form of Current and future sales, market share and profits. Companies should provide good quality service and superior products to customers to satisfy them and in return win customer loyalty and future sales. To create value for the customer the company should have a Customer-driven marketing strategy and the customer driven strategy looks upon two basic questions, What customers will we serve and how can we serve these customers best. The company must first decide who it will serve, for this company divides the market into segments and selects the segment it will go for. After selecting the target customer then company decides how they are going to differentiate and position itself in the marketplace. bingle important role of marketing is that to lock the customer with continuous good quality service and to provide innovative products at regular intervals and once the customer is locked in, and then most important step is to buil d a profitable customer relationship.KelloggsAbout Kelloggs Kelloggs is a prominent player in the world of eat and produces more than three out of 10 packets eaten in UK. Kelloggs has 42% of UK market share, this makes Kelloggs a market draw and in 2009 it was Britains biggest grocery selling brand with sales of 550 million and global sales of nearly 12 billion. Kelloggs products are manufactured in 18 countries and marketed in more than 180 countries and it employs around 32000 employees. The Company Products including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. Kelloggs markets its products under a variety of brands include Rice Krispies, Special K and Nutri-Grain.Vision and MissionKellogg Companys Vision and Mission statements trace our focus upon sustainable fruit, our broadened definition of social responsibility and the true strength of our company our people and our brands.Our Vision encompasses the full spect rum of our stakeholders including shareowners, employees, customers, consumers and communities. Our Mission articulates where we are as a company today and where we wish to be in the future.Our Vision and Mission do not stand alone. They are integrated with our focused strategy and operational principles as well as the foundations of our business our K Values, people and commitment to social responsibility.http//www.kelloggcompany.comKelloggs Marketing Plan and StrategiesThe cereal giant Kelloggs being the Market leader in the world of breakfast has plans to further increase its market share with the help of new innovative products and new marketing campaigns. Kelloggs chief marketing ships officer Mark Baynes said in an marketing Magazine We are aiming to create a team inspired, equipped and enabled to drive stronger returns in this increasingly complex consumer landscape. As per Mark Baynes the company marketing plan is to drive stronger returns in the complex business environm ent as last year Kelloggs reported six per cent drop in the earnings in the third quarter, which is because of increasing competition in the cereal industry, General mills, Nestle being the biggest competitor of Kelloggs followed by champion Oats.So the main Marketing and Business plan of Kelloggs is toLeadership in product innovationStrengthening the companys seven largest market segmentsContinuing to reduce the court and increasing the effectiveness and efficiency of the business processesInvesting in new product research and brand building activitiesThinking ethically and environmentally.SWOT psychoanalysisThe SWOT analysis is an analysis of the companys current position in the light of its strengths, weakness, opportunity and threats.Kelloggs StrengthsKelloggs biggest strength comes from its 42% market share and being market leaderBrand is fully recognised by the customers and the retailers.Providing Quality innovative products with the support of proper marketing campaigns and sound distribution channels.High product demand gives Kelloggs main shelf space in the shops and Retailer want ASDA, TESCO etc.Kelloggs have products targeting childrens, teenagers, adult and even the elders. This gives Kelloggs reputation of proving products for everyone.Social Responsibility Kelloggs welcomes social responsibility and notes the environment, advocating sanguine lifestyles, and promoting diversity as its main responsibilities.Kelloggs WeaknessSlow erosion in Global market share as competitors like Nestle and Wheatabix are providing new and economic valued products.Kelloggs has some demographically different customers which mean many different focuses. This may cause a conflict when it comes to public opinionKelloggs OpportunitiesKelloggs can slowly diversify and still remain into their core business. This could further increase their profitability and market growth.There can further increase their market share and growth by using better pricing strategy.Major opportunity for Kelloggs is to provide health and more organic products as customers are looking for healthier life-style.Kelloggs ThreatsRetailers like ASDA, Tesco are so powerful that they have created their own brand of cereals and corn flakes. Providing cheaper and better quality alternative products.The world economy is suffering, so customers prefer sparing n cheap products. Kelloggs charging premium prices can hinder in its growth.Competition in the market is increasing day by day as many companies like Quarters , Nestle wheata bix and other brands are coming with new and healthy breakfast products, this increases pressure on kelloggs to provide even better products with mediocre price.PEST ANALYSISPoliticalSocial health Consciousfast paced Life style obesityKelloggs 4 PsThe main objective of marketing plan is to create a strategy and goals that ultimately satisfy customer needs. The main part of marketing plan consists of its marketing mix, to satisfy customers the compa ny is to provide quality products with suitable distribution channels i.e Place with competitive and reasonable Price with appropriate Promotion.ProductsProduct is anything that is offered to the market for the attention, acquisition, use and consumption that satisfy the wants and needs of the customer. Kelloggs being the market leader in product innovation by launching new cereals and snacks