That’s why Kellogg makes sure that her products are of high quality and also likable to the customers. Marketing has constantly been seeking those points that customers are easily influenced. For decades, these points have been regarded through the allegory of a “funnel”— customers start with a variety of prospective brands at the funnel’s wide end. Marketing activities are then embarked on so as the customers reduce the number of brands to one of their choice. Each day, individuals form intuitions of products from “touch” points such as product experiences, advertisements, among others. However, the exposure may appear wasted unless active shopping is witnessed from the consumers. All in all, when the impulse to buy is triggered the initial-consideration set is shaped
The initial-consideration set is methodically narrowed, as proposed by funnel correlation, when the customers think about the available options, make judgment, and acquire products. Subsequently, the post sale stage turns into a trial era that determines customer loyalty and the possibility of purchasing the product for the second time. Pushing marketing towards the customers at every phase of the funnel progression has been the goal of every marketer. This is in an attempt to persuade their buying behaviour (Porter 1998).
Earlier on, companies used to drive marketing by pushing on customers through direct marketing, traditional advertising, and other channels. At each stage in the funnel, as customers carved down their brand alternatives, marketers would try to influence their decisions. This inexact approach habitually failed to reach the consumer effectively.
Making long term and continued relationships with the customer is refereed to as relationship marketing. Kellogg’s should take the opportunity of converting the sales of Coco Pops Choc N Roll Cereal into productive (long-tem) relationship