Balancing the marketing mix through creative and innovative strategies
A Kellogg's case study

Page 1: Introduction

The Kellogg company was founded in 1898 by W.K. Kellogg and his brother, Dr. John Harvey Kellogg. Through experimentation with flaked corn, W.K. Kellogg created the recipe for Corn Flakes. In 1906, he opened the “Battle Creek Toasted Corn Flake Company” and recruited his first 44 employees. Together with these employees he developed the initial batch of Kellogg’sCorn Flakes...
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Page 2: The marketing mix

Marketing is a key business function that enables a company to ensure that its products and services either match or exceed a customer’s needs or expectations. The Chartered Institute of Marketing defines marketing as: “Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably.” A marketing strategy...
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Page 3: Marketing strategies and market research

The marketing strategy of a company sets out its overall aims and objectives through a detailed plan. For many businesses a key objective within the strategy will be to increase profits and gain market share. One of Kellogg’s marketing objectives is to get its products into as many households as possible by providing new ways to make a positive impact on people. To achieve this objective...
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Page 4: Above and below the line promotion

A business needs to use different promotional activities to raise awareness of its products and services. When planning promotional activity, the acronym AIDA is a tool that can be used to make marketing communication more effective:   initiating awareness amongst non-customers or increasing knowledge of new offers for existing customers generating interest for and a desire to have the...
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Page 5: Evaluating promotional activity

Promotional activity is expensive and a business needs to be able to measure the return on the investment (ROI) it has made in developing and implementing promotional campaigns. A business also needs to learn from the marketing initiatives it carries out so that the findings can be used to improve future strategies. Learning from the experience of both their 2012 and 2013 CN restaurants, and the...
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Page 6: Conclusion

Getting the right product or service to the customer, at the right price, in the right place and at the right time is fundamental to business success. Understanding and balancing the marketing mix enables an organisation to uniquely position its brand to drive sales of its products and services. To remain as a market leader a business needs to continually look at new ways of engaging and...
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