Brands That Needs to Identify the Segmentation, Targeting, and Positioning Strategy - Essay Example

Kellogg cornflakes are the popular breakfast cereals in Hong Kong which became more familiar with breakfast cereals. In busier lifestyles, it makes a good choice for a quick and healthy breakfast. In 2013, breakfast cereals were expected to enjoy high growth prospects of 9%.  In the year 2012, the growth of the industry was down due to the economic downturn in the country.

Market Positioning strategy of Alphen

The brand Alphen is very popular in Hong Kong for breakfast cereals. The product it deals with was chocolates. It expanded its brands with breakfast cereals like muesli bars and cereals. The brands have created an image in the mind of customers. It also includes improving customer’s perception of the brand and to be informed about the product that is to be launched. The brand also requires a good understanding of competing products and the benefits of the targeted market.

Market targeting for Alphen

The products basically target those customers who have busier lifestyles as well as children. It is a good source of nutrients for both children and adults. The brands have a variety of products for the consumers and they can choose any one of the products. The products are comparatively less costly than Kellogg corn flakes. It has different groups of customers to target (Proctor, 2013 pp. 75-88).

Market segmentation of Alphen

This helps to group the customers into segments that have a common need and will respond in marketing actions. It offers alternate growth and profit opportunities. The brand focuses on the characteristics such as the age group of the customer for making segmentation among the customer group. It has also focused on the customer’s lifestyle and everyday busy schedule which make this brand very popular among them. The brand has different products for different age groups.

Market Position strategy of Kellogg Cornflakes

Kellogg has a very dominating position in breakfast cereals, accounting from 71% to 72% value shares in 2012 and 2013. The company is present in the country with a huge variety of products as well as with an efficient and distribution network. Consumers can easily find products in most modern channels. The manufactures are also putting efforts into promoting this brand, especially through promotional activities in order to educate consumers about breakfast cereals. They should be aware of the benefits of Kellogg cornflakes and in order to boost up their sales as well as foster category growth in the country. This brand of breakfast cereals was introduced by the westerners in the country. Kellogg’s strategy was to introduce fun and cute elements to its products and packaging to attract children. To boost up the sales it offers a discount of 20% on popular Kellogg’s pops and Kellogg Frosties brand during the economic downturn.

Market targeting of Kellogg cornflakes

Kellogg has a wide range of targeted customers. There are products for children as well as for the people who are working dumped with busy lifestyles. Kellogg uses a wide range of sophisticated techniques to market these products to children including cartoon characters, celebrities, and film tie-ins on packaging, giveaway toys, and games. Promotions such as TV advertising, sponsorship of events, and websites are to be done to reach the targeted customers.

Market Segmenting of Kellogg cornflakes

The market is divided into market segments and there are six segments for the Kellogg market and those are:

Tasty start: the cereals that most people will intake to start their day. The brand includes corn flakes with lots of variety.

Simply wholesome:   the brands like Kellogg’s Fruit ‘n’ Fibre, Alphen, and Kellogg’s are the right brands to have.

Shape management: this is the brand that enables the customers to manage their weight or shape, such as Kellogg’s special K.

Mother approved: the mothers think that the brands are healthy for their kids like Rice Krispies and Shreddies.

Kid preferred: the brand is preferred by children such as Kellogg’s Frontiers, Coco Pops from Kellogg’s, and Weetos.

Inner health: This brand contributes digestion process and acts to be the catalyst in healthy living (Kotler, 2008 pp. 100-110).

Conclusion

The packaging of Kellogg is superior since it targets the kids within cartoons on the package box. The packaging is also unbreakable which cuts out the risk of being broken at the hands of the kids. The packaging system can be improved by adding the nutritional contents of the food so as to inform the parents about the brand.

This paper highlights the brands of breakfast cereals such as Kellogg and Alphen. These are the popular brands of Hong Kong which are followed by a wide range of customers. It includes both adults and children. In their busy lifestyles, the best and healthy choice to make for breakfast is Kellogg. The paper deals with the market positioning, targeting, and segmentation of the brands in the Hong Kong market. The marketing strategy for both of the brands is similar. The packaging is different for both brands. Kellogg provides some toys and gifts for the children to attract their kid customers and to boost up sales. Alphen packaging is colorful but it does not offer gifts like toys for the children. Kellogg brand has some special brands for women who are very determined about their weight and shape, which Alphen does not have.