Enterprises Efficiently Using Market Research

 Enterprises Efficiently Using Market Research Essay

Kellogg's Use of Market Research

Deidre Heitmann Barnes

BUS4036 Promoting Research

U05a2 Enterprises Successfully Using Market Research

Capella College or university

February, 2013


Kellogg's is a great over 100 year old business whose concentrate is mainly breakfast and snack foods with 36 brands under the profile (Kellogg's). Kellogg's produces its products in 19 countries for circulation of their items in above 160 countries. Current Products for Kellogg's includes cereals, cookies, treat bars, food replacement beverages, crackers and other snacks. Essential drivers for each and every of these incorporate taste and convenience with packaging that may be colorful, fun and attention grabbing. The market segmentation pertaining to the Kellogg's brands declines under two primary groups; families with young children and those who have an interest in nutritional food and treat that assist with losing weight or control. The company's mission statement is definitely, " To complement and delight the world through foods and brands that matter. ” The company's approach has been to brand itself as providing fast, hassle-free, good sampling breakfast food and treats that are nourishing. Kellogg's likes strong brand recognition and retention while using company position number twenty nine out of the Interbrand top 95 global brands (The Top 100 Brands, 2012). Kellogg's has a advertising team of over 90 senior marketers all over the world as well as the organization implements common functioning processes over the territories, yet , they are mindful to create all their brand graphic and product flavors in harmony while using culture of every country. Kellogg's diligently utilizes market research for each and every aspect of its business decisions from branding to new product development.

Kellogg's Branding Researching the market

Kellogg's provides very carefully crafted and maintained its marketplace brand and also to do this they may be diligent conductors of market research. A successful and effective company encourages brand loyalty and supplies the company with distinction from the competitors. A great corporate company lends reliability to each of its products. Kellogg's has typically been successful in producing both a good corporate manufacturer to function as the umbrella for its product as well as growing brand id to the items themselves. To tie its brands towards the corporate umbrella Kellogg's resolved to change the branding design on the house of brands items (The Times 100 Organization Case Studies). To gather researching the market on their brands Kellogg's utilized main research by surveying 1000 customers for the brands as well as the product patterns. Specifically the business was looking for ease of shelf recognition, and clarity of the identity and product. As a result Kellogg's discovered that their particular strongest style was their particular " K” logo. This kind of then lead to teams of designers who were tasked with incorporating the " K” into the packaging of the Kellogg's individual brands. Again the company utilized researching the market to continue to achieve feedback coming from consumers regarding the success with their designs to avoid alienating consumers with significantly different patterns that deceased brand identification and perception. The company even more connected their particular branding alterations with buyers by releasing direct mail advertisments that coincided with delivery of the fresh branding pictures as the merchandise went to marketplace. Kellogg's Cool product Development Market Research

Kellogg's is definitely a market focused company and thus focuses greatly on figuring out the demands of it is customers. This year the company produced an excess of hundreds of dollars million in sales from new products (Kellogg Company 2011 annual statement, 2012). Kellogg's accomplishes this through the hefty use of market research in preparing new product lines or extensions of existing product lines. As an example, when ever developing it is Crunchy Nut Bites cereal brand extension Kellogg's counted on primary research data and second research info (The Times 100 Business Case Studies). The...

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