Kelloggs The Worlds Leading Breakfast Food Manufacturing Business Marketing Essay

Kelloggs The Worlds Leading Breakfast Food Manufacturing Business Marketing Essay Introduction Kelloggs company formed in 1906 became worlds leading breakfast food manufacturing business. Well known for its brand of cereals, Kelloggs had thirty per cent (30 %) share of the breakfast food market in the world. Kelloggs has its main market in United States, Canada and Australia. Fruit Loops, Frosted Mini-Wheat, Corn Flakes and Corn Pops are the most popular products by Kelloggs (Kelloggs, 2011). Marketing strategy can be defined as the plan of actions targeted to a certain group of people for whom the products are made, to make an image of the products in the minds of these people. Usually big companies spend a lot of funds on their marketing research in order to come up with ideas of formulating a marketing plan (Grant, 2010). Kelloggs follow its marketing strategies in a vey clear way. It has targeted its customers and tries to retain the share it has in the market currently. Kelloggs company has its mission and vision very clearly stated which it follows in its marketing plan as well (Boyer and Hult, 2005). Kelloggs Competition The market for the breakfast food has a oligopolistic nature and therefore there are few number of companies and all enjoy a big chunk of market share. These companies include Kelloggs, General Mills, Quaker Oats and Post. Due to nature of the market, there is a very less price wars among the companies. Among these companies only Kelloggs is the one who deals in only cereals, other companies have diversified in other types of food as well. Therefore Kelloggs made its focus on just the cereals and gained its revenues out it. Kelloggs SWOT Analysis Strengths One of the biggest strengths of Kelloggs is that it has existed in the market for over hundred years because of which people recognize its name and it carries a very strong brand recall as well as high brand awareness. Maximum share occupation in the market of approximately 42% globally which is almost thrice of its competitors. A very large range of well managed products. An image in the market of healthy and nutritious food products Kelloggs has an image of good corporate social organization, because of its recent campaign of share your meal with Kelloggs it has gained a good perception in consumers mind. This campaign was about sharing the breakfast pictures with the company and the company will save money on photography with which it will give charity to poor for breakfast (Rave Reviews, 2011). Weaknesses There are low barriers to entry in the market The products produced by Kelloggs need extensions or upgrading because of the facts that they have not launched any new product in last four years due to which all of the products are in their maturity phase, soon to enter into declining phase. Soon the costs of production is expected to go high due to the increase in the utility rates because of which the prices will have to be increase, jeopardizing the market share. Due to lack of diversification, it is expected that Kelloggs might loose its market the same way its share is getting low in US market. Opportunities Kelloggs can extend and diversify its range of products by launching new flavours or changing the packaging style etc. Kelloggs has the potential to capture the new markets as well which are still left un exploited. Kelloggs has a chance to take over the small companies dealing in breakfast food stuff which will benefit Kelloggs by increasing its production capacity. Threats Because of low barriers new entrants are entering posing competitive threat to Kelloggs. Increase in the utilities which in turn are increasing the production cost for Kelloggs. The price wars between the market giants and the Kelloggs. Cheaper technology giving ease to new entrants to enter into the market. Kelloggs Competitive Edge Kelloggs has its competitive edge in the market because of its experience of years, it has been in the market since 1906 which makes it more than hundred years in the industry because of which it has strongest brand identity among all breakfast food sector. Researches prove that people when asked about a company which comes in their mind on listening the word cereal, they replied with Kelloggs. This has helped Kelloggs to gather a huge number of loyal customers who might prove to be an asset even if the prices goes up, they will remain customers of Kelloggs (Kelloggs Company, 2010). Kelloggs has another competitive edge which it utilizes in its operations; it is strategic planning of business. Kelloggs top management as well as the lower staff is well integrated through the strategic planning and get well coordinated in their actions because of it which results in effective and efficient operational outcomes. This not only helps the management to take correct decisions at exact time but also helps them to maintain the relations with their customers effectively (Kelloggs, 2011). Another competitive advantage that Kelloggs enjoys is that the market for breakfast food follows Oligopoly concept of economics, there are few players in the market amongst whom Kelloggs has the top position with the highest market share both company wise and the product wise. Kelloggs Targeting and Positioning Targeting deals with the selection of a certain segments of population and then choosing one or two out of them to cater to the needs of people belonging to those segments (Applbaum, 2004). Kelloggs has its target segments into different categories the major two are discussed below. Kids Kelloggs has targeted its few products for Kids giving an impression of healthy food before starting the day and leaving for school. The age range to which Kelloggs cater to in Kids category is between 4 years to 10 years (Brand Republic, 2002). Health Conscious People Kelloggs has always maintained an image of healthy and nutritious food manufacturers in the market and therefore its target market also incorporates people who are health conscious and want to maintain their weight and shape. To ensure that such image is maintained in the market, Kelloggs started showing its ingredients and nutritional values on their products packaging. Kelloggs Positioning Strategy Kelloggs has positioned itself differently in different countries throughout the world. In the places where Kelloggs has a strong market share or has been operating for a long time has positioned itself an expensive healthy food, such strategy is followed in places like United States and United Kingdom. In places like India or Taiwan, where Kelloggs is a new brand and is in the stage of attracting customers, it has launched itself on relatively lower prices but has maintained the quality of product at the same par (New York Times, 1994). Kelloggs Marketing Strategy Kelloggs is following currently many marketing and promotional strategies, some of these promotional strategies are discussed below Free in the Box Kelloggs Free in the box offer includes coupons of $3 to $5 attached on the marked boxes of products. Internet Kelloggs has many internet campaigns currently which includes a game of racing cars introduced for kids in which there is the life line of Kelloggs and picking up Kelloggs boxes increases the points of the player. Another internet based promotional technique is that on playing games and collecting points, winner gets gift hampers from Kelloggs including Kelloggs products to attract the kids towards itself. Movie Tickets Another offer valid in Kelloggs products is just to fill the form available at the back of the products, mail it to the given P.O Box no and receive free movie tickets. Kelloggs has the largest share in the market, but because of the low barriers to enter, Kelloggs might face some troubles retaining such share so Kelloggs is left with the option of focussing on the fourth (4th) P of Marketing Mix. Recommendations There is always a room for improvement and recommendations in the operations of a business, therefore some of the recommendations which Kelloggs can follow and which might bring some good change in their efficiency and results are discussed below. Kelloggs cost has been increasing due to increase in utility rates; to cut down its cost it can shift its production plant to country with low labour cost like china. Kelloggs has potential to capture new markets which are un-exploited still by other competitors as well. This will help it to increase its market share as well share in the capital. Kelloggs has been able to retain its loyal customers because of its efficient strategic planning but Kelloggs should plan its marketing plan in such a way that their loyal customers should suggest the brand to others too, this needs some research in the marketing department. Kelloggs has been there in the market for over hundred years but still it should start a campaign of word of mouth through some tactical marketing move, as it is proven by researches that word of mouth increases sales. Kelloggs products have reached their maturity level and needs some kind of upgrading and changes, the market still is high and demands for cereals and ready to eat food stuff therefore Kelloggs can take advantage of the fact and just by changing the packaging or adding new flavours it can increase its market share and shift its products graph towards developing stage again. Because of low barriers to enter, new entrants are entering and posing competition to Kelloggs. Kelloggs should take over the few small companies dealing in the same market. As Kelloggs targets towards children through its products, it should organize such events where the characters endorsing the Kelloggs products in advertisements can play and conduct some fun activities amongst children and their mothers. Kelloggs should target schools as well, through in-school marketing, children adapt more and put a pressure on their parents to use the same product they have seen other friends using at the school. Kelloggs no matter has been the market leader for quite a time but still to maintain the same position it should come up with new products with new creative and innovative ideas. In some of the countries where culture plays an important role, Kelloggs should target through cultural events and occasions. At the time of religious festivities, there should be some new schemes and campaigns like at the time of Christmas for Christians, Eid for Muslims and Easters and Divali for Hindus. Kelloggs has indirect competition too so to overcome that; it should market itself in such a way as to prevent its customers from shifting to substitutes like indirect competitors. Kelloggs should introduce toys and stationary for kids with the brand identity of the rabbit and bear characters it shows in the advertisements. This will increase the brand awareness and the kids will get emotionally attached to the characters in shape of their toys and would pressurise their parents to make purchase of the same item. Kelloggs should once a year launch a cartoon movie including all he characters of its products showing them healthy and in positive light using Kelloggs products. Such advertising techniques have always been successful in the past. Kelloggs spend a big amount on its marketing and advertising, it should use the celebrity endorsements as well because people tend to copy the celebrities more rather than the athletes that Kelloggs have been showing in its advertisements. Internet marketing through social networking has taken a surge suddenly, Kelloggs should outsource such promotional activities and should work on it in order to attract people using these mediums. Conclusion Kelloggs has been in the market for more than hundred years. It is very difficult for any other company to take the position of Kelloggs in the market and therefore Kelloggs enjoys its position but yet it deals and takes care of all the issues that might jeopardise the position it holds in the market. Managing the operations in a strategic way and planning the marketing tactics in such a way that it maintains the market share and retains its loyal customers by providing them the best and healthy food, coming up to the expectations of the customers.

The Impact of Classical Literature on Machiavellianism Essay -- Litera

In offering his own world view and knowledge to the Medici family, Machiavelli draws a considerable amount of his resources from classical figures and ideology. While Machiavelli is writing for a prince, whose goal would be to gain in territory, power, and control; his philosophy ties simply into less vital victories in the lives of common people. In this paper I will explain the points where he differs and conforms from/to the classical ideology in the generalized context of a leader. He uses these in one of two ways, by agreeing with and reinforcing them, or by refuting them. While Machiavelli keeps the need for a leader to have independence, seriousness, loyalty, and intellect; he rejects the necessity of generosity, mercy, and honesty, in favor of the outward appearance of these virtues. While Machiavelli’s viewpoint differs from the common ideology of his time and of classical antiquity, he does not disagree with all of the virtues. One such virtue is independence. Machiavelli spends the beginning of his treatise discussing principalities and defending them. A wise and successful leader, he says, should not use auxiliaries or mercenaries, as they will always lack unity and their true loyalty is always uncertain. For auxiliary troops, their loyalty is always to a rival, whom may betray the leader at any time. Wise leaders also do not consider a victory with outside help to be a true victory. (The Prince, Chapter 13, pg.49) For mercenaries, their loyalty is to whoever can offer them the most. (The Prince, Chapter 12, pg.43) Machiavelli reinforces this key idea with two examples. The first is in the Old Testament when Saul offered David his weapons and armor, which he rejected as he would be unable to fight well w... ...re the leaders that maintain a faà §ade of honesty, while being skillful in deceiving rivals and enemies. He advises that a leader cannot and should not keep his word when it would harm him. He goes on to say that men are so naà ¯ve and focused on the present that any skillful deceiver would have little difficulty finding people to deceive. (The Prince, Chapter 18, pg.61-62) Despite some of Machiavelli’s more provocative and shocking statements in The Prince, upon a close reading, his values are not very different from those of the classical period. Although he rejects the genuine need for generosity, mercy, and honesty in return for the appearance thereof; he keeps the more significant remaining values the way they are. The changes that he makes in explaining his view of the world are based on his examination of humans as inherently corrupt and self-serving.

Brief Notes on Karl Marx Essay

â€Å"Workers of the world unite, you have nothing to lose but your chains† Karl Marx, a 19th century sociologist, philosopher and political economist who suggested a theory explaining the conflict between capital and labour, and the role of classes in the state, has had a profound influence on political thinking all over the world. Karl Marx was born on May 5, 1818, in Prussia. His family was Jewish, but later converted to Protestanism. Marx read law at university, majoring in history and philosophy. He concluded his university course in 1841. A revolutionary, he upset too many governments on the continent and eventually settled in London, where he died in 1883. â€Å"ACCORDING TO MARX, human civilization has manifested itself in a series of organizational structures, each determined by its primary mode of production, particularly the division of labor that dominates in each stage. â€Å"Ideology functions as the superstructure of a civilization: the conventions and culture that make up the dominant ideas of a society. The â€Å"ruling ideas† of a given epoch are, however, those of the ruling class: â€Å"The ruling ideas are nothing more than the ideal expression of the dominant material relationships, the dominant material relationships grasped as ideas; hence of the relationships which make the one class the ruling one, therefore, the ideas of their dominance†. Since one goal of ideology is to legitimize those forces in a position of hegemony, it tends to obfuscate the violence and exploitation that often keep a disempowered group in its place (from slaves in tribal society to the peasantry in feudal society to the proletariat in capitalist society). The obfuscation necessarily leads to logical contradictions in the dominant ideology, which Marxism works to uncover by returning to the material conditions of a society: a society’s mode o f production. â€Å"The material conditions existing at a given time period Marx refers to as  the means of production. Any given time period’s ideology is most clearly revealed by uncovering the material conditions of production: the means of production, as well as the relations of production (the ways the society structures the relations between individuals, particularly through the division of labor), which together make up the mode of production: â€Å"life involves before everything else eating and drinking, a habitation, clothing and many other things. The first historical act is thus the production of the means to satisfy these needs, the production of material life itself† (48). For Marx, it is the materiality of human production that directly influences ideology: â€Å"Life is not determined by consciousness, but consciousness by life†. Felluga, Dino. (2003) â€Å"Modules on Marx, Introductory Guide to Critical Theory† . 17 Mar 2004 Marx states that Capitalist society is formed of the Owning Class (Borgoisie), those who own and control the economic functions of society and who can thus shape society to suit themselves; and the Working Class (Proletariat), the workers. These classes have nothing in common; they are antagonistic and in conflict with each other. This struggle will ultimately lead to revolution and the establishment of a single class society. All relationships are based upon Economics – even family relationships – economics is the fundamental driving force, surpassing even religion which he described as the Opium of the People. Understanding economic relationships is a crucial step if one wishes to gain control of them.

Essay National ID Card - 1533 Words

National ID Card There has been much discussion over the issue of a national ID card. Can it guarantee national security? Can it even improve the current state of security in the US? Is implementation feasible? Is it an invasion of privacy? These are just a few of the questions that surround the issue of a national ID. The scene that the NID evokes in me is from the movies of the forties and fifties. The security officials from some eastern European country move from passenger to passenger in a train demanding â€Å"Papers please.† The US citizenry have never been subject to that kind of open scrutiny before and it is disturbing to contemplate the implementation of such a draconian system. Consideration of a†¦show more content†¦The lab that tested the city water supply detected radioactive contaminants. After two weeks without running water of any kind the city found out that a lab technician hadn’t properly washed the glassware before testing the drinking water sample. The tech. was careless, but what if the error was intentional? The same tech. could â€Å"miss read† the bacteria count in the sample and allow contaminated water to be pumped into homes. Under the current system the work to create an identity that would put a terrorist in place to be the careless tech. is not imposable but it takes considerable resources and time. Some of the 9-11 terrorists spent years building just such covers. With the NID system one card is all that is necessary. Corrupt a single card and your testing water in Golden CO.. A single peace of plastic puts you behind the wheel of a tanker hauling sulfuric acid. The question of whether a card could be corrupted falls into the implementation category, which leads us back to travelers swiping their cards at airport security. For the comparison (between the biometric data collected onsite and the records of the individual) to carry any weight the infrastructure that supports it must be sound. 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