New products from market research
A Kellogg's case study

Page 1: Introduction

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The Kellogg Company is the world's leading producer of cereals. Its products are manufactured in 18 countries and sold in more than 180 countries. For more than 100 years, Kellogg's has been a leader in health and nutrition through providing consumers with a wide variety of food products. These are designed to be part of a balanced diet and meet the different tastes of consumers. Kellogg's...
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Page 2: Why carry out market research?

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Many organisations are described as product orientated. This means they develop a product and then look for a market to sell to. Kellogg's is market orientated. This means that the whole organisation focuses on the needs of its consumers. It is therefore essential that it identifies and anticipates changing consumer needs before the development of new products Market research adds value to...
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Page 3: Types of research

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Primary research To develop a new Crunchy Nut brand extension, Kellogg's commissioned primary research. This is research gathered firsthand to answer questions that are specific to the project. Although primary research is often time-consuming and expensive, it is considered as a reliable source of information because it is directly from the consumer and is specifically designed to meet the...
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Page 4: Information gathering - discovery to selection

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For Kellogg's, the order in which the information is gathered is as important as the type of information being gathered. In order to develop the new Crunchy Nut Bites, Kellogg's undertook four distinct stages of research. Stage 1: Discovery Initial research aimed to identify a set of new food ideas that would be suitable for developing a new Crunchy Nut product. Secondary research from [market...
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Page 5: Information gathering - development to launch

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Stage 3: Crafting the idea into a complete new product Once the best idea had been selected from stage 2, Kellogg's needed to make this idea become a real product. The Crunchy Nut Bites food prototype recipe was refined using the feedback from another qualitative and quantitative survey. The qualitative research helped Kellogg's food technologists to explore the taste and texture of the new...
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Page 6: Conclusion

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Kellogg's used market research throughout the whole development process for a new product for the Crunchy Nut range, from the initial idea to the planning of production and delivery. During the earlier stages of research, consumer responses helped Kellogg”s to explore lots of different ideas in an open way. It then crafted some ideas in more detail and screened those ideas with...
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