Extending the product life cycle
A Kellogg's case study

Page 6: Conclusion

Successful businesses use all the tools at their disposal to stay at the top of their chosen market.

Kellogg's was able to use a number of business tools in order to successfully re-launch the Nutri-Grain brand. These tools included the product life cycle, Ansoff”s matrix and the marketing mix. Such tools are useful when used properly.

Kellogg's was able to see that although Nutri-Grain fitted its strategic profile a healthy, convenient cereal product it was underperforming in the market. This information was used, along with the aims and objectives of the business, to develop a strategy for continuing success.

Finally, when Kellogg's checked the growth of the re-launched product against its own objectives, it had met all its aims to:

  • re-position the brand through the use of the marketing mix
  • return the brand to growth
  • improve the frequency of purchase
  • introduce new customers to the brand.

Nutri-Grain remains a growing brand and product within the Kellogg's product family.

Kellogg's | Extending the product life cycle

Listen

Downloads

You can download free resources for this case study below

For students
For Teachers

Glossary »

More from Kellogg's

Below are external web links provided by Kellogg's in relation to their business activities.

Newsletter

Subscribe to our newsletter for current business news including lesson plans and activity ideas.

Share this website