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This assignment requires you to demonstrate, through secondary research, an understanding and assessment of the segmentation, targeting and positioning strategy of The Kellogg Company. The Kellogg Company is an American multinational food manufacturer. For the purpose of this assignment you are concerned only with the Kelloggs products available in the UK. See: www.kelloggs.co.uk
Your assessment should include the following aspects:
An Introduction which clarifies the purpose, context and structure of the assignment. (5%)
A profile of The Kellogg Company, which includes background to the company, (such as scope and scale of operation and length of time in business) product ranges, and industry competitors. (15%)
An ACADEMIC discussion of the advantages of market segmentation, targeting and positioning, which draws upon definitions and views from different academic scholars. (25%)
Section Three (3 parts):
Part One: Using the 3 segmentation criteria below and their associated variables, review the product portfolio of www.kelloggs.co.uk and discuss how Kelloggs have segmented the breakfast cereal market. Use examples from www.kelloggs.co.uk product range to demonstrate how they have targeted different customer segments. (15%)
Part Two: Using academic sources, define and discuss brand extension and brand stretching. Review the product portfolio of www.kelloggs.co.uk and include examples (where relevant) of brand extension and/or brand stretching.* (10%)
*Please note Kelloggs UK may/may not engage in either or both strategies. You are being assessed on your understanding of each, and your ability to identify them in practice.
Part 3: Choose one brand from www.kelloggs.co.uk product portfolio. Discuss how Kelloggs have positioned this brand to appeal to a specific target segment. (15%)
A Conclusion which summarises the main points and draws conclusions (based on the evidence presented, not personal opinion) (5%)
Presentation and literature (10%)
You should aim to produce work which:
Illustrates clearly your understanding of Segmentation, Targeting and Positioning
Demonstrates evidence of reading a wide range of appropriate supplementary sources (including appropriate referencing);
Has a logical structure, including clarity and consistency of discussion.
Presentation and word limit:
Length: 1,500 words MAXIMUM (excluding tables, diagrams, and references, etc.)
Please state the word clearly on the cover page
Word-processed, preferably using Arial 12 point font, single-spacing
Each section should be clearly labeled
Separate reference list
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