W.K. Kellogg and his brother, Dr John Harvey Kellogg, founded the Kellogg Company in 1898. Through experimentation with flaked corn, W.K. Kellogg created the recipe for Corn Flakes. In 1906, he opened the "Battle Creek Toasted Corn Flake Company" and recruited his first 44 employees. Together with these employees, he developed the initial batch of Kellogg's Corn Flakes bringing to life his vision for great-tasting, 'better-for-you' breakfast foods. Kellogg embraced every opportunity to make a difference in peoples' lives and was motivated by his passion to help people improve their health. Today, over a hundred years since it was first founded, the Kellogg Company still upholds his original values. The company is the world's leading producer of cereals and a market leader in health and nutrition. Kellogg's was one of the first companies to print nutrition labels on its packaging and, in 2007, was amongst the first companies to print Guideline Daily Amounts (GDA) on its products to inform the public about the food they are eating. This has helped the company to engage with a market more concerned with healthy living. With a vision 'to enrich and delight the world, through foods and brands that matter' Kellogg's employs over 31,000 people worldwide. Its products are manufactured in 18 countries and sold in over 180 countries. Kellogg has well known cereal brands include Coco Pops®, Rice Krispies®, Crunchy Nut® and Special K®. With a 37% market share of the value of the UK's breakfast cereal market, Kellogg's has a wide range of products including 25 brands of cereals, cereal bars, and snacks. The food-manufacturing sector is highly competitive, with consumers having considerable choice over which products they buy. For Kellogg's to remain as market leader it needs innovative marketing strategies to help ensure that it is manufacturing the right products to meet consumer needs, that the products are sold at the right price and in the right locations (place) and that the promotion of its products is suited to the target audience. A marketing strategy determines what a company is going to produce in terms of products or deliver in terms of services, how much it is going to charge for these products or services, how it will deliver these products or services to the customer, and how it is going to tell its customers about its products and services. This is known as the marketing mix and is often referred to as the 4Ps of marketing. The mix involves creating the right product, sold at the right price, in the right place, using the most suitable methods of promotion. Although the marketing mix will vary from business to business and market sector, its purpose is to assist a business to balance these four key factors to meet the needs of the customer. Kellogg's balances the 4Ps by: 

• offering a wide range of popular products and regularly introducing exciting new products to the market - Product 

• pricing its products to ensure that customers receive the best possible product for their money - Price 

• help ensuring its products are available wherever shoppers are, from supermarkets, to the internet or on-the-go, and by understanding shopper behaviours - Place Every business will determine its own balance of the 4Ps to suit the needs of its customers. In addition, a business needs to incorporate other factors into the mix; internal factors such as the amount of finance for marketing, the types of 2 products being sold, as well as external factors such as the market sector and competitors' products and services delivering engaging and exciting marketing communications and Promotion. 

Source: https://businesscasestudies.co.uk/balancing-the-marketing-mix-through-creative-and-innovative-strategies/

The marketing mix is the combination of controllable marketing variables that a manager uses to carry out a marketing strategy in pursuit of the firm's objectives in a given target market. Critically discuss how Kellogg can utilise the marketing mix effectively in pursuit of the company's objectives.

Answer rating: 100% (QA)

Effectively Utilizing the Marketing Mix at Kelloggs Kelloggs a giant in the breakfast cereal market can leverage the marketing mix 4Ps strategically to achieve its objectives Heres how 1 Product Innov... View the full answer