Marketing Plan for a Food and Beverage Organization


 


Introduction


The Kellogg Company   which was founded by William Keith Kellogg is a   cereal and breakfast food organization in 1906.  The company has been able to gain straight and profitable business by the help of its advertising and promotion campaigns for all its products in the market. Furthermore, in order to become more efficient and effective in adoption of eco-friendly measures for the company’s products; the company has a brand of principles that  it only offers and provides its consumers the best breakfast and beverage that people can eat and drink safely and nutritiously.   In the contrary of the rumors about Kellogg’s ,  the company has been using  genetically engineered corn (Try to “Kill” this rumor);  and always do its best to be more healthy in  choosing all its raw materials in the substitute for salt, peanut  and among other unhealthy substances    for the production of  all its  food products. This is only to make sure that it serves the existing loyal customers with all its nutritious and healthy food process.


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Marketing Objectives


This marketing plan wants to focus on the massive promotion of the new beverage products of the company.  And, its communication objective is to disseminate massive communication campaign about the company’s worth and it’s significant to its existing products as well as to the new product that is going to be introduced in the world market.  In this connection, the target  market of this marketing plan  are the existing consumers who have already grown up with Kellogg’s breakfast cereals and foods for over the years now; as well as to attract and convince  new consumers that company’s products have strong association of  healthy family and healthy raising of children. This is a proposed marketing plan for a beverage product that soon to be launch in the market.  The marketing plan for this specific product is comprised of the following areas.  First, the communication goals and objectives must be first determined   in the marketing plan. And, it has been decided that a total email  explosion  will be done to all people in the industry; as well as telemarketing promotion strategies will be made to local  event promoters for the upcoming  launching of our company’s new  beverage product. The Kellogg’s Food and Beverage Company must have to establish a strong presence in the local as well as in the international market in order to kill out the   rumors against its existing products.


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The company aims to establish a strong presence and registration both in local and international market.  Likewise, Kellogg’s Company wants to penetrate especially the US market through its nation wide distribution and international promotion and distribution in the international market.  This rare opportunity will be done by the company in order to measure the reception of the consumers of the said new beverage product; so as to determine the possible financial risk that may happen in the   making and launching process of the product.  Along with the marketing goals is the utilization of the acquired market knowledge and presence of the existing and loyal consumers of Kellogg’s products in the market; and eventually, to be able to establish a significant high margins sales and profits. 


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Moreover, the marketing team will   oversee the overall marketing activities as well as will take charge the roles and responsibilities for advertising and promoting the product.  They are also responsible for the evaluation of the customer’s preferences and opinions about the product, as well as the monitoring of the competitor’s activities and the assessment of the information and data gathered from the part of the competitors.  By this way, the marketing group will be able to determine what are the marketing strategies of   some competitors are also preparing for their own products against other competitors in the market.  And, to be able to monitor effectively the response of the consumers about the new product, there must be a utilization of a “customer response card”, this is to measure as well as to analyze the brand positioning of the company’s product along with its competitor in the market.  In this regard, during product tasting campaign, a rating evaluation is necessary to get the opinion and message of the consumers about the effectiveness of the product to them.


(http://www.businessplans.org/2mba/2mba06.html)


Subsequently, during the marketing communication campaign, the company must have the efficient and effective way and means in identifying the new product by the consumers.  The brand message must be stronger that may be able to register to the minds of the children and impress the mothers and adults in particular.  The emphasis of the need of the consumer to buy that certain new beverage product that may certainly help them to become healthier and stronger; as well as it may contribute to the people’s longevity and endurance. (http://www.businessplans.org/2mba/2mba06.html)


 


References:


http://www.answers.com/topic/kellogg-company


http://www.businessplans.org/2mba/2mba06.html


 



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