This is a Marketing project I need somebody to work on. I had to choose a grocery product available in Canadian grocery stores and change one thing about it (that change could be one of the 4P’s of Ma

This is a Marketing project I need somebody to work on. I had to choose a grocery product available in Canadian grocery stores and change one thing about it (that change could be one of the 4P’s of Ma
Kellogg’s Berry Blast History of Kellogg’s ● Kellogg’s was founded in 1906 by William Keith Kellogg (Kellogg’s, 2021, para. 1). ● Originally named the Battle Creek Corn Flakes Company (Kellogg’s, 2021, para. 2). ● The first product was Toasted Corn Flakes and was introduced to Canada in 1914 (Kellogg’s, 2021, para. 3). ● Kellogg’s is now one of the top producers of breakfast cereals in the world, holding 30% of the market in 2017 (Wunsch, 2021). “Nourishing families so they can flourish and thrive. ” Presentation Overview The product we will be modifying is Frosted Flakes in order to make a more healthy kids cereal. The product will be called Berry Blast. Report Overview: Target Market Positioning Strategy Product Strategy Pricing Strategy Place Strategy Promotional Strat egy Our Target Market Strategy ● Our target market for Berry Blast focuses on children between the ages of 3 – 12 with parents who make an average income. ● We attract our target market through the use of brightly coloured boxes and advertisements with playful mascots, ● We entice the parents by sharing the message of providing fast and healthy breakfasts.. ● Based on the fact that cereal product consumption is rising in Canada due to the global markets expected expansions to grow by 3% each year, and the fact that it’s popular in youth due to its quick and easy preparation, our product is a convenient and healthy asset to the ever -growing cereal market (Schmidt, 2019, para. 1). Creating Our Target Market Demographics: ● Age: Parents with children between the ages of 3 -12 ● Gender: Everyone ● Parental Status: Purchaser Geographics: ● Location: Canada ● Province: Ontario Behaviouristics: ● Tasty healthy breakfast that fills children up ● Used everyday ● Key to a good breakfast Psychographics: ● Happy and energy filled ● Enjoys bright colours ● Spends the day playing and moving around Our Value Propositions Vs. Competition ● Value Propositions: ○ Respect and Integrity ■ Ensuring they’re inclusive ○ Accountability ■ Keeping promises they make ○ Passion ■ Show pride in their heritage, serve their consumers with only the highest quality products ● Value Propositions: ○ Innovation ■ “Innovation Intersection” ● Connects employees with academics, inventors, suppliers, entrepreneurs, and consumers Our Value Propositions Vs. Competition ● Value Propositions: ○ Humility ■ Seek feedback on ways to better improve the company ○ Simplicity ■ Ease of the process and procedures ○ Success ■ Want to make consumers feel valued and appreciated (Kellogg’s, 2019) ● Value Propositions: ○ Risk Reduction ■ Maintains high -quality products and safety standards, overall goal to make food healthier ○ Brand/Status ■ Markets its product in over 100 countries, 6 continents (General Mills, 2021) Our Positioning Statement “For families with children 6 -12 years who desire a healthy breakfast, Berry Blast is the cereal that offers tasty flavours while reducing health risks.” Perceptual Map: Before Based off of Information From: (Janik, 2021) (Smith, 2021) Perceptual Map: After Our Product ● Our product is a new reinvention of children’s cereal. ● Our plan is to reinvent our specific cereal by maintaining the fun, delicious taste children love but adding health benefits to the cereal. ● We plan on changing the grain portion of the cereal to whole grain, to aid in the intake of fibre as well as decrease the chances of diseases such as diabetes. ● We will also be lowering the artificial sugar intake. ● With less sugar, we plan on using a mixture of dried berries such as strawberries and blueberries to keep the sweet flavour kids will enjoy (Kent, M, Rudinicki, E & Usher, C, 2017 ). Berry Blast ● Our product name is Berry Blast. ● Our mascot is Leo the Lion, cousin to Tony the Tiger. ● We use the same base as Frosted Flakes, except the flakes are made up of whole wheat grains. Dried berries are added to create a sweet flavour. ● Our box uses primary colours to make it bright and eye catching. ● The red background makes the blue name and Leo stand out to the consumers. ● The box also promotes Leo to attract children’s eye. Our Pricing Strategy ● At Kellogg’s, we are known for our competitive pricing. ● We are one of the most well -known brands of cereals in Canada with a large group of competition. ● We keep our prices flexible in order to compete with opposing brands. ● Though we are very competition -based, we also conduct thorough consumer research and are always observing the market conditions for any changes. ● With our new cereal, we plan on maintaining that competitive strategy for our price. The competitive price will regulate the competition and increase brand loyalty (MBA Skool Team, 2021). Pricing Comparison Grocery/Retail Stores Kellogg’s “Berry Blast” Kellogg’s “Frosted Flakes” General Mills “Honey Nut Cheerios” Zehrs 123 Pioneer Dr, Kitchener (October 2021) $4.99 for 425g (multi – sale of $4.00 each, minimum of 2 boxes per purchase) $4.99 for 425g (multi – sale of $4.00 each, minimum of 2 boxes per purchase) $4.99 for 430g (multi – sale of $4.00 each, minimum of 2 boxes per purchase) Walmart 2960 Kingsway Dr, KItchener (October 2021) $4.27 for 425g (sale of 3 boxes for $9.00) $4.27 for 425g (sale of 3 boxes for $9.00) $4.27 for 430g (sale of 3 boxes for $9.00) Amazon Amazon.ca (October 2021) $5.99 for 650g Family Sized Box $5.99 for 650g Family Sized Box $8.97 for 650g Jumbo boxes (pack of 2) Price Alignment in the Target Market ● For our cereal products, we maintain an average price point that is reasonable for the average Canadian household to afford. ● Berry Blast is affordable for the parents of the children we are targeting, while still providing a healthy and delicious breakfast for their child. ● Compared to bigger breakfast products, our cereal is a more affordable, quicker concept. Our Place Strategy ● For our place strategy, we will place our product in the cereal aisle of the store bundled with the rest of Kellogg’s product. ● The cereal aisle is usually the first aisle in the store, one of the most high -traffic areas in supermarkets and department stores. ● Our product will be on the lower shelves at the eye level of the kids to make the bright and colourful boxes attention -grabbing. ● Berry Blast will be placed next to other kid -targeted cereals and prominent alongside other brands such as General Mills and Post. Typical Distribution Channels At Kellogg’s, we have 3 primary sectors that our products undergo, from product development to delivering the final product to the consumer (Lu, 2014, para. 5). ● Primary Sector: ○ Raw materials are provided to the company from suppliers around the world (Lu, 2014, para. 7) ● Secondary Sector: ○ Products are made and then shipped to wholesalers and/or stored in warehouses (Lu, 2014, para. 8) ● Tertiary Sector: ○ Service sector ■ Departments & functions coordinate & work together ● Purchasing, quality checks, sales, transportation & distribution process ○ Work with major retailers including Tesco, ASDA, & wholesalers such as Makro ○ Collaborates with TDG who stores and transports pallets of Kellogg’s cereal (Lu, 2014, para. 9) With the TDG collaboration, we’ve created an efficient distribution system with computerized stock -holding systems to ensure that stores and shelves are always completely stocked and orders are delivered on time (Lu, 2014, para. 23). Manufacturer Distributor Wholesaler Retailer Consumer (Natsgunness, 2016, para. 1) Typical Retailers The typical types of retailers that we use include: ● Supermarkets ○ Sobeys, Freshco, No Frills, Real Canadian Superstore ● Department stores ○ Walmart, Costco, Zehrs, ● Convenience stores ○ Circle K (Mac’s Milk), Short Stop, Hasty Market ● eCommerce sites ○ Amazon (Bhasin, 2018, para. 11) Our Current Promotional Strategy Our brand uses many promotional strategies to increase sales and attract customers such as: ● Current Promotional Deal: buy 2 specially marked boxes of cereal, get the 3rd box for free, and the company will also donate to help fight hunger (Kellogg’s, 2021) ● Partners with celebrities to do brand commercials or appear on cereal boxes (Bhasin, H, 2019, para. 13) ● Target promotions towards women (decision -maker of the house) and children (the influencers) (Bhasin, H, 2019, para. 10) ● Family rewards to offer exclusive promotional deals to those who collect points (get special coupons, gift cards, electronics, or vacations) (Kellogg’s Family Rewards, 2021) ● Promotions in ads and magazines ( eg. “buy 3 for $9” and “buy one get one 50% off”) (Bhasin, H, 2019, para. 11) ● Have prizes in cereal boxes as a promotional tool to target children (Bhasin, H, 2019, para. 11) ● Uses mascots to represent the brand and appeal to children (Topher, 2015) ○ Toucan Sam (Froot Loops) Cornelius (Corn Flakes) ○ Snap, Crackle, & Pop (Rice Krispies) Sunny (Raisin Bran) ○ Tony the Tiger (Frosted Flakes) IMC Objectives for “Berry Blast” Promotion Focus on inbound promotional strategies (online marketing) as our target audience (kids aged 3-12 and parents) are users of social media. Focus on building brand awareness by advertising on the most used social media platforms (Instagram, TikTok, Facebook, Youtube, etc.). Have our online ads be short, eye -catching, and integrate a way to take customers straight to our website. Not only showing the new features of our new cereal but also focusing on the benefits and advantages over our competition in our advertisements to create customer interest. Create brand loyalty by ensuring customers have positive experiences with Kellogg’s products. For example, Berry Blast is similar to Frosted Flakes so our customers that already trust this cereal will have confidence that Berry Blast will live up to the same standards. Result —> repeat purchases. The design of our product is eye – catching and appealing to our target market with a kid -friendly mascot to go along. We provide a strong brand message unlike any other cereal brand to attract our target market. Inbound Promotion Ideas for 2022 1. Influencer Marketing ❏ We plan to team up with influencers such as Justin Bieber to help promote Berry Blast. ❏ Justin Bieber is a Canadian influencer who can be seen recently promoting other Canadian brands such as Tim Hortons which is creating a lot of buzz. ❏ The company recently partnered with Justin Bieber which seems to be gaining a lot of popularity and bringing in a younger clientele. ❏ Our target market for Berry Blast is kids (aged 3 -12) and parents with an average income. ❏ Justin Bieber is loved by all age groups and is a perfect choice to promote our new cereal in order to cater to our target market. Sample Advertisement Inbound Promotion Ideas for 2022 2. Social Media Marketing ❏ We plan to promote Berry Blast ads on Instagram, TikTok, Facebook, Twitter, and Snapchat. ❏ These social media platforms were ranked the most popular social media sites in 2020. ❏ Our target market, especially our younger clientele, uses social media very frequently meaning it should be highly effective. ❏ We will have a consistent posting schedule where we will be posting short but eye -catching advertisements. ❏ Mon -Fri: before people start work/school (7am -8am), during lunch (12pm -3pm), and after work/school (5pm -7pm). ❏ Sat -Sun: before people start their day (8am -10am) ❏ In addition, we will combine our influencer marketing strategy with social media. Justin Bieber currently has 205 million followers on Instagram and 23.1 million on TikTok. Having him promote Berry Blast will gain popularity and positive brand awareness. Sample Advertisement Outbound Promotion Ideas for 2022 3. Sales Promotions ❏ Since our target market for Berry Blast is a mix of children and their parents, we want to provide them with promotions that can help them save as much money as possible. ❏ Groceries can be expensive, especially with children, so parents will be attracted to even the slightest discounts to save money. Example Promotions: ❏ Buy 2 boxes of Berry Blast and get the 3rd box of any Kellogg’s cereal for free ❏ Limited price of $3.49 for Berry Blast Outbound Promotion Ideas for 2022 4. Product Placement & Branded Entertainment ❏ A popular children’s TV show is “The Boss Baby: Back in Business” which can be watched on Netflix or television. ❏ Our plan is to integrate Berry Blast cereal into the new episodes coming out in 2022. ❏ We plan to discuss with the show’s producers about including Berry Blast in their new season as a highly loved product by the characters. ❏ This show has had a great response from its viewers and will be directed right towards our target market. ★ W hen kids see their favourite characters eating Berry Blast, they’ll be attracted to the cereal and want their parents to buy it for them. ★ For example, in the popular movie “E.T.”, they advertised Reese’s Pieces chocolate and the company saw a rise in sales of 65% within the first 2 weeks the movie was released (Troncoso, 2020). References: Introduction References: Kellogg’s. (2021). How We Got Here. Kellogg’s Company. https://www.kelloggs.com/en_US/who -we -are/our -history.html Wunsch, NG. (2021, May, 28). Kellogg’s Company -Statistics & Facts. Statista. https://www.statista.com/topics/1808/kellogg -company/ Target Market References: General Mills. (2021). Innovation. General Mills Company. https://www.generalmills.com/en/Company/Innovation Kellogg’s. (2019). Our Values. Kellogg’s Company. https://www.kelloggcompany.com/en_US/our -values.html Schmidt, S. (2019, November, 11). 5 Breakfast Cereal Industry Trends. Market Research. https://blog.marketresearch.com/5 -breakfast -cereal – industry -trends Positioning References: (2018, February, 22). General Mills. Cleverism. https://www.cleverism.com/company/general -mills/ Janick, P. (2021). The 10 Worst Cereals You Can Buy, According to Their Nutritional Value. Spoon University. https://spoonuniversity.com/lifestyle/10 -worst -cereals -according -to-nutritional -value Smith, Faye M. (2021, February, 9). The Healthiest Cereal for Kids at Breakfast, According to a Nutritionist. GoodtoKnow. https://www.goodto.com/family/healthiest -cereal -for -kids -breakfast -nutritionist -580835 References: Product References: Kellogg’s. (2021). Living Our Founder’s Values. Kellogg’s . https://www.kelloggs.ca/en_CA/our -story/living -our -founders -values.html Kent, E, Rudnicki, E & Usher, C. (2017, November 13). Less healthy breakfast are promoted more frequently in large supermarke t c hains in Canada. BMC Public Health. https://www.mbaskool.com/marketing -mix/products/16876 -kelloggs.html Pricing References: MBA Skool Team. (2021, October 2). Kellogg’s Marketing Strategy and Marketing Mix (4Ps). https://www.mbaskool.com/marketing – mix/products/16876 -kelloggs.html Wells, T. (2021, June 24). What is Pricing in Marketing Management? Kellogg’s case study example. Taylor Wells. https://taylorwells.com.au/what -is-pricing -in-marketing -management/ Place References: Bhasin, H. (2018, June, 18). Marketing Strategy of Kellogg’s -Kellogg’s Marketing Strategy. Marketing91. https://www.marketing91.com/marketing -strategy -kelloggs/ Lu, C. (2014, July 22). Kelloggs Supply Chain Process -From Factory to Supermarket Shelves. Inventory Management Software. https://www.tradegecko.com/blog/supply -chain -management/supply -chain -management -factory -supermarket -shelves -kelloggs Natsgunness. (2016, May, 16). Distributional Channelling. Marketing Management. https://mpk732t12016clusterb.wordpress.com/2016/05/16/distributional -channelling -by -kelloggs/ References Pricing Comparison: Amazon. (2021). Cheerios Honey Nut Jumbo Cereal, Twin Pac k. https://www.amazon.ca/Cheerios -Honey -Jumbo -Cereal -1-3- Kilogram/dp/B01M1DK5X8/ref=sr_1_6?crid=WHHMLFFYCWN2&keywords=cheerios+family+size&qid=1637847245&sprefix=cheerio s+family+%2Caps%2C405&sr=8 -6 Amazon. (2021). Kellogg’s Frosted Flakes Cereal Family Size 650 gram. https://www.amazon.ca/Kelloggs -Frosted -Flakes -Cereal – Family/dp/B01AG88CS2/ref=sr_1_5?keywords=frosted+flakes&qid=1637846918&sr=8 -5 Walmart, 2960 Kingsway Dr. Kitchener. 2021 Zehrs, 123 Pioneer Dr, Kitchener. 2021 References: Promotion References: (2015). Topher’s Breakfast Cereal Character Guide Kellogg’s. LavaSurfer. https://www.lavasurfer.com/cereal -kelloggs.html Bhasin, H. (2019, May, 1). Marketing Mix of Kellogg’s -Kellogg’s Marketing Mix . Marketing91. https://www.marketing91.com/marketing -mix – kelloggs/ Kellogg’s. (2021). Brands You Love, Rewards You’ll Crave. Kellogg’s Family Reward$. https://www.kelloggsfamilyrewards.com/en_US/how – v2.html Kellogg’s. (2021). Promotions. Kellogg’s Company. https://www.kelloggs.ca/en_CA/promotions.html?gclid=CjwKCAjwiY6MBhBqEiwARFSCPg3wloQN7JZcD1dtNEFjnri05SnHm4KYfG zT_gbKO32Fg9uSE_mwJhoCXWQQAvD_BwE Troncoso, D. J. (2020). 20 most amazing product placements in movies that will blow your mind. MarketSplash. https://marketsplash.com/product -placement/ .