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Marketing Management at Kelloggs Company - Essay Example

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Marketing Management at Kelloggs Company

Sales Orientation The company has continually been coming up with various brands e.g. Coco Pops Choc 'N' Roll Cereal. Kellogg mainly focuses on making the product after which it engages on selling it to the targeted market. Market Orientation The company has always put the client at heart. It tries to comprehend consumer needs by employing suitable methods of doing research. Proper procedures are also initiated to ensure that the information received from clients is attended to (Rosenzweig 2000). Here, customer is in deed the king with whom most activities are based. B. The Customer Loyalty Funnel for Kellogg’s Frosties The main idea behind marketing is reaching the customers at the time that largely persuade their judgments. 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. C. The Relationship Marketing Ladder for Coco Pops Choc 'N' Roll Cereal 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 with its clients for mutual benefits. The company should be well aware of the customer loyalty ladder in order to comprehend the various kinds of client it may encounter (Kleiner and Abrams 2003). This should be done with the main aim of retaining the existing and new customers. The five phases in this ladder include; Suspect - The Company should take into consideration those people coming across the firm’s promotion. They are potential client for the organization and thus should not be ignored. Prospect - Whenever individuals are interested with the company’s product, it’s no doubt that they will become Kellogg’s future customers. Customers – these are those people who will buy products from the company ...Show more

Summary

Kellogg Company Marketing Management 1. A. Product, Sales and Marketing Orientation at Kellogg’s as organizations The modern world has seen considerable changes in the marketing concepts employed. Let us examine Product, Sales and Marketing Orientation at Kellogg Company…
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