Competitive advantage in the Marketing strategy of Kellogg PDF

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Current Brand Item Evaluation: The Product is the Kellogg’s Nutri Grain Protein Breakfast cereal 805g. The average/medium price is $8.50. This product can be found in a range of supermarkets, convenience stores and online food distributors. Kellogg’s promotes itself as an “iron man food” and the “energy cereal” through a range of advertisements partnered with Ironman/Ironwoman racing series as well as a breakfast cereal for young kids to provide energy for the day.

The current reviews of the cereal often have a theme of complaints about the amount of sugar (over 200g) and the health benefits of this cereal they claim to meet. However it does have over 170g of protein in the 805g pack and boasts muscle development and long lasting fulfilment. It satisfies customers with protein intake and long lasting fulfilment. The company has recently used a range of ads of individuals working out around the cereal itself, with logos and words such as “unstoppable” to promote the protein intake and the result this will have on individual performance. They have previously used sporting events to promote their image and brand through focusing on the “protein” and power aspects of the cereal.

The distribution of the Kellogg’s products is effective as they use well equipped transportation and storage systems that ensure the consumers are able to achieve a high quality product. Kellogg’s uses a Just-In-Time system to ensure they produce the right amount of products for distribution to get the balance right at each section of the supply chain. The brand is very well known as Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. Made in 1906, Kelloggs has been operating for over 100 years and the actual Nutrigrain cereal was created in 1986 and has been stocked in supermarket shelves ever since. The amount of sugar within the cereal is a problem for consumers as many would not purchase regularly because of this. The cereal has a 4 star health rating however many of the consumer’s group food experts claim it should be at 1.5 stars rather than 4. This is because of the obscene amount of added sugar into the cereal, despite the amount of protein in provides.

The cereal has one of the most amounts of protein in it compared to others on the market. From 2011 to 2016 it went from 2 health stars to 4 by reducing the sugar and sodium and increasing the fibre, making a point of difference between competitors.

The differentiate themselves by promoting themselves as the “energy cereal” and “iron man food” through its high amount of protein. This is done by utilising athletes to promote the brand as their own breakfast cereal.

The consumers of Kellogg’s can range from children to the elderly, which can demonstrate different perceptions of the brand item. As a consumer of the product, it can be obvious to assume the consumers would perceive the item as a tasty, healthy image as they promote their products to be concerned with health and are focused on customer loyalty....