Kellogg’s Product Lifecycle
Kellogg’s Product lifecycle
Link to case study
Overview: a case study focusing on the development of Kellogg’s Special K brand
Learning objectives: ➢ to understand the product life cycle ➢ to understand the value of market research ➢ to examine extension strategies.
Introduction (2 minutes)
Introduction to the lesson: you will look at the product life cycle and how marketing may change at different stages. Then you will consider the decline stage and how firms such as Kellogg’s may react to this.
The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.
Product life cycle (10 minutes)
The product life cycle shows the typical stages that a product goes through in its life.
What are the main stages in the conventional life cycle of a product?
Marketing activity will change in nature at different times of the product life cycle to meet the different objectives at different times.
At what stages of this product life cycle is it most important to inject marketing activity?
Student task: working in teams consider “How might marketing vary at different stages of the product life cycle?” Put students’ ideas on the board for notes.
Marketing research (10 minutes)
Market research is often undertaken before marketing decisions are made.
Why did Kellogg’s engage in marketing research before deciding how to inject new growth into Special K?
Special K Red Berries is a variant of Special K why was it important to check that the two products were not competing in a major way?
Student task: working in teams discuss how Kellogg’s might undertake market research to decide whether to inject new growth into Special K.
Marketing and other functions (10 minutes)
A business is made up of different functions. The decisions in one area affect the activities of other parts of the business- they are interrelated.
Link to case study
Overview: a case study focusing on the development of Kellogg’s Special K brand
Learning objectives: ➢ to understand the product life cycle ➢ to understand the value of market research ➢ to examine extension strategies.
Introduction (2 minutes)
Introduction to the lesson: you will look at the product life cycle and how marketing may change at different stages. Then you will consider the decline stage and how firms such as Kellogg’s may react to this.
The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.
Product life cycle (10 minutes)
The product life cycle shows the typical stages that a product goes through in its life.
What are the main stages in the conventional life cycle of a product?
Marketing activity will change in nature at different times of the product life cycle to meet the different objectives at different times.
At what stages of this product life cycle is it most important to inject marketing activity?
Student task: working in teams consider “How might marketing vary at different stages of the product life cycle?” Put students’ ideas on the board for notes.
Marketing research (10 minutes)
Market research is often undertaken before marketing decisions are made.
Why did Kellogg’s engage in marketing research before deciding how to inject new growth into Special K?
Special K Red Berries is a variant of Special K why was it important to check that the two products were not competing in a major way?
Student task: working in teams discuss how Kellogg’s might undertake market research to decide whether to inject new growth into Special K.
Marketing and other functions (10 minutes)
A business is made up of different functions. The decisions in one area affect the activities of other parts of the business- they are interrelated.