Keloggs case study

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Case study

Company’s profile
The world’s leading producer of breakfast cereals and convenience foods
* 2008 revenues: $12,8 billions (+9%)
* 32000 employees in 2008
* Kellogg’s hasoperations in 17 countries
* 34% of the US cereal market share (31% General Mills, 14% Kraft…)

Cf polycopié

Top management
David Mackay : ”Our K values reflect our commitment toembracing people from all cultures, backgrounds and experiences, as well as showing respect for everyone and supporting our team management.”

The K Values:
* Integrity
* Accountability
* Passion
* Humility
* Simplicity
* Results

Kellogg Company’s brandsinclude Kellogg’s®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, Club®, Nutri-Grain®, Rice Krispies®, All-Bran®, Special K®, Mini-Wheats®, Chips Deluxe®, Sandies®, Morningstar Farms®, Famous Amos®, andMurray®.

Kellogg’s products are sold in 180 countries around the globe
Focus on Nutri-Grain’s issues
A line of 5 types of whole grain cereal bars
* Softbake-Twist-Elevenses-Minis-Chewy
Designed to meet the needs of busy people who had missed breakfast
Aimed to provide a cereal breakfast in a portable and convenient format
Mainly introduced on the US market
Sales : cf polyA few reminders about the product life cycle

Def: A concept that attempts to describe a product’s sales from its beginning until it’s removed from the market. Popularized by Theodore Levitt in1965.
The purpose: Enables a firm to anticipate changes in consumers tastes, competition and adjust the Marketing mix accordingly.



The launch stage:
* Immediate success* High production and marketing costs
* One basic product is being offered (Soft Bake)
The growth stage:
* Nutri Grain’s sales steadily increase up to 2002
* New flavors and format...