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Kellogg's Marketing - Essay Example

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Marketing Table of Contents Marketing 1 Table of Contents 2 Question 1 3 Product, Sales and Marketing Orientation at Kellogg’s 3 Types of needs, wants and demands for Kellogg’s Customers 3 Question 2 4 Purpose of Market Research at Kellogg’s 4 Qualitative versus Quantitative Research 4 Primary and Secondary Data Sources for Kellogg’s 4 Question 3 5 Target Marketing Strategy 5 Basis for Market Segmentation (Special K Protein Milk Bar Chocolate) 6 Purposes, Requirements and Advantages of Customer Segmentation 6 References 8 Question 1 Product, Sales and Marketing Orientation at Kellogg’s The product strategy at Kellogg’s is largely based out of innovation in the product line…
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Kelloggs Marketing Essay
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Kellogg's Marketing

The sales strategy is directly based on forecasting and predicting the future demand and supply for a particular product. Extensive research encompassing both primary and secondary research is used to forecast the demand for a particular product. The forecast is used to derive the sales strategy. This type of sales strategy helps in generating a realistic demand for the product and also enables better achievement of the sales targets. The market orientation of Kellogg’s is towards creating more value in the brand and establishes the brand as a formidable entity in the market. It also adopts a brand based product strategy that allows it to target multiple consumer segments (Wayle’s State University, n.d.) Types of needs, wants and demands for Kellogg’s Customers The demands as well as needs and wants for Kellogg’s consumers are constantly changing. ...
In case of Kellogg’s this assumes even more significance considering the fact that the product category is such that the demands of the consumers are changing rapidly. Also there is a huge competition in the market that makes it necessary to conduct market research. Market research can help the company understand the actual demands of the consumers as well as gaps in the product offering so as to formulate a product offering the fills the gaps in customer expectations that is the key element to success (Nykiel, 2003, p.18). Qualitative versus Quantitative Research Qualitative research involves analysing data without using number while qualitative research involves use of numbers to undertake statistical analysis of the data. The questions used in a qualitative research are probing in nature while those of quantitative are not probing in nature. The sample size in a qualitative research is also smaller as compared to quantitative research where the sample size is larger. Qualitative researches are also less prone to replicate that is the findings cannot be generalised while the case is the reverse in case of quantitative research analysis methods. Finally while qualitative research methods can be termed as exploratory in nature while quantitative research methods are more of a casual or descriptive form (McDaniel & Gates, 1998, p.99). Primary and Secondary Data Sources for Kellogg’s The primary data sources for Kellogg’s includes the aspect of customer surveys that can be carried out on the existing as well as prospective customers of the organization or its products. In addition to this the company can also find sources for secondary ... Read More
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