India Why would Kellogg need to move into non-breakfast segment? The text informs us that “Kellogg’s started as a small manufacturer of breakfast food and has never lost that initial focus”. So how can we understand this change into a nonbreakfast segment? It is quite simple, Kellogg? s is re-positioning Special K has a healthy food product in relation to General Mills breakfast cereal.
This change of positioning was not only an adaptation to the new reality of the markets needs but it was also a necessary move for the company. Although Kellogg’s sales had been increasing greatly over time they still weren’t market leaders, and General Mills was still increasing its market share. Integral cereal is a healthy product. With this, Special K could grow in to an entire new market as meal or meal’s substitute and no longer be circumscribed to breakfast.
This understanding led to the launching of the “Kellogg’s Special K Diet” which included eating a Special K product 2 meals a day (breakfast and other one).
Of course that Special K was supposed to continue to be sold with the purpose of being eaten in the morning but now it was more than that, it was to be seen as a healthy meal. That meal could be breakfast, but it could also be any other. It could inclusively be used as a snack (cereal are a healthier alternative to cookies and sandwiches, for instance).
Kellogg’s understood that the market was evolving, that people no longer required just tasty, practical meals. Health was becoming an important issue in people’s choices. When concerning food, everything that could help or led to a weight loss was becoming a first choice for many people, especially women. This change implies moving to a completely different market, with different needs and cares. In the breakfast food, especially cereal, the main concerns were taste and practicability.
The Essay on Factors Affecting Ready Meals Market
The market of ready meals has grown remarkably in the recent years. Previously perceived as non-healthy and an indulgence, it has adapted to changing consumer demands and lifestyles. In 2007, the research company Mintel reported that the ready meals market within the five largest European Countries (UK, France, Germany, Italy and Spain) increased by 5% between 2006 and 2007, reaching a total sales ...
Breakfast food targets the whole family, and although health issues are taken into account, they don’t make for a change in the decision of buying or not a certain type of cereal (a mother won’t trade her children’s chocolate cereals to start buying them integral ones, but this same mother won’t probably let the children eat chocolate pancakes every day).
In the healthy food market the needs are completely different, the impact of the product in a person’s body is taken into account very strongly. Special K targeted women between 20-40 that were concerned with weight loss or maintenance.
Kellogg’s wasn’t a leader in the breakfast food market and it could be a leader in the healthy food market. The company choose to gain market share in a different market, with a different target group. In this market Special K had everything it needed to be a leader because not only are integral cereals good for your health, they can be inserted in a healthy life style. Furthermore they still are a very practical and tasty meal, weather it is breakfast or any other. What is your suggested Positioning Statement for Kellogg’s new product?? •
Frame of reference – two different suggestions: o Healthy food, because Special K is supposed to be eaten as breakfast and as a substitute of another meal and so its alternatives are going to be other healthy food that can be used to cook beneficial meals. o Integral cereal, and in this case its alternative are going to be other cereals. • Target group – urban women (age 22 to 44) • Point of difference – depending on the frame of reference chosen: o Healthy food frame of reference – a meal that doesn’t require cooking o Integral cereal frame of reference – meal alternative.
The Essay on Whole Foods Market, Inc.
Whole Foods Market, Inc. (WFM) lives through their motto of “Whole Food, Whole People, Whole Planet.” WFM opened their first store in Austin, Texas with 19 employees in 1980. Today, WFM has 311 stores in the US, Canada and the UK, and employs more than 72,700 employees. Whole Foods Market is one of the largest natural and organic food retailers in North America. WFM has grown to its size today ...
These cereals are a practical and healthy alternative to meal (besides breakfast).
• Reason why – weight loss method Kellogg’s Special K is a type of healthy food aiming at urban women (age 22 to 44) that stands out from the competition as a product that is a meal that doesn’t require cooking and supports weight loss and maintenance. Kellogg’s Special K is a type of Integral cereal aiming at urban women (age 22 to 44) that stands out from the competition as a product that is a meal alternative and supports weight loss and maintenance.
