Kellogg case study
New Products From Market Research a Kellogg's case study
Content
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1- Kellogg Company Over view
2- Kellogg’s Expansion
3- Market Research Benefits
4- Types of research
5- New Product Development
6- Gathering Information
7- Conclusion
8- Recommendation
1- Kellogg Company Over view
• The world’s leading producer of breakfast cereals
– Manufactures in 18 countries
– Products sold in more than 180 countries
– Supportive of health and nutrition for over 100 years
• A market-orientated business
– Focuses on consumer needs
– Aims for sustainable growth by expanding its product portfolio • Market research is critical to making these decisions
2- Kellogg’s Expansion
• Kellogg's launched Crunchy Nut Cornflakes in the
UK in 1980 with a sales value of £68 million
• In 2003 the Crunchy Nut brand created a brand extension • The new product called Crunchy Nut Cluster
• The Crunchy Nut Cluster has two varieties, Milk
Chocolate Curls and Honey and Nut
• Crunchy Nut Cluster reached a worth £21 million in annual value sales
• They think about more extension to the brand using market research
3- Market Research Benefits
• Market research is critical in making such decisions
• Finds out what consumers think and want today and in the future
– Helps businesses to make informed choices
– Aids forward planning
• Adds value
– Ensures new products will meet consumer needs
– Improves competitive advantage
4- Types of research
• Primary
– Gathered first hand for specific project, e.g. through interviews, focus groups, questionnaires
– Time-consuming and expensive but focused
• Secondary
– Existing data from published sources, e.g., market research reports, government statistics
– Cheaper and quicker to collect but less specific and open to competitors
• Qualitative
– Conveys opinions, feelings, attitudes
• Quantitative
– Provides hard numerical data for statistical analysis
5- New
Content
•
•
•
•
•
•
•
•
1- Kellogg Company Over view
2- Kellogg’s Expansion
3- Market Research Benefits
4- Types of research
5- New Product Development
6- Gathering Information
7- Conclusion
8- Recommendation
1- Kellogg Company Over view
• The world’s leading producer of breakfast cereals
– Manufactures in 18 countries
– Products sold in more than 180 countries
– Supportive of health and nutrition for over 100 years
• A market-orientated business
– Focuses on consumer needs
– Aims for sustainable growth by expanding its product portfolio • Market research is critical to making these decisions
2- Kellogg’s Expansion
• Kellogg's launched Crunchy Nut Cornflakes in the
UK in 1980 with a sales value of £68 million
• In 2003 the Crunchy Nut brand created a brand extension • The new product called Crunchy Nut Cluster
• The Crunchy Nut Cluster has two varieties, Milk
Chocolate Curls and Honey and Nut
• Crunchy Nut Cluster reached a worth £21 million in annual value sales
• They think about more extension to the brand using market research
3- Market Research Benefits
• Market research is critical in making such decisions
• Finds out what consumers think and want today and in the future
– Helps businesses to make informed choices
– Aids forward planning
• Adds value
– Ensures new products will meet consumer needs
– Improves competitive advantage
4- Types of research
• Primary
– Gathered first hand for specific project, e.g. through interviews, focus groups, questionnaires
– Time-consuming and expensive but focused
• Secondary
– Existing data from published sources, e.g., market research reports, government statistics
– Cheaper and quicker to collect but less specific and open to competitors
• Qualitative
– Conveys opinions, feelings, attitudes
• Quantitative
– Provides hard numerical data for statistical analysis
5- New