Kellogg has been developed used multiple approach to successfully re-launch the nutri-grain brand by blending product life cycle, ansoff's matrix and the marketing mix. The brands of kellogg mainly include corn flakes, special k, pop - tarts and nutri -grain range of products form tasty cereals to healthy breakfasts helped the company in achieving its leadership position (marketing week 2012. This case study is about nutri-grain it shows how kellogg recognised there was a problem with the brand and used business tools to reach a solution the overall aim was to re-launch the brand and return it to growth in its market. Product life cycle (plc): the life expectancy of a product is thought to be finite the product life cycle diagram is used to describe the change in sales during various stages of the product life the first stage is introduction where the product is launched into the market and the sales will most likely start low.
Product life cycle 1 product life cycles• product life cycle (plc):- each product may have a different life cycle- plc determines revenue earned- contributes to strategic marketing planning- may help the firm to identify whena product needs support, redesign,reinvigorating, withdrawal, etc- may help in new product development planning- may help in forecasting and managing cashflow. The nutri-grain brand achieved a retail sales growth rate of almost three times that of the market and most importantly to develop a strategy for continuing success draw and label a product life cycle diagram. Kellogg's® nutri-grain® cereal is packed with fiber and nearly a day's worth of whole grains to help keep you full in the morning kellogg's frosted mini-wheats. Kellogg's nutri-grain executive summary this report is based on developing a marketing plan for nutri-grain product of kellogg company it is observed that nutri-grain product is targeted for the niche market of children and young adults.
Product life cycle every new product developed by the company has to follow the life cycle of the product that signifies four stages namely introduction, growth, maturity and decline. Kellogg had to decide whether the problem with nutri-grain was the market, the product or both the market had grown by over 15% and competitors' market share had increased whilst nutri-grain sales in 2003 had declined. Marketing management: an individual journal page 16 conclusion the group assignment gave me a chance to discover deeply into two new aspects: product life cycle and ansoff's matrix it proved that with the right analysis of a company's existing product, suitable strategy and the combination of the marketing mix, that company can help to.
Nutri-grain fitted well with its main aims and objectives and therefore was a product and a brand worth rescuing kellogg decided to try to extend the life of the product rather than withdraw it from the market. Extending the product life cycle six key segments 'tasty start' 'simply wholesome' 'shape management' 'inner health' 'kid preferred' 'mum approved' nutri-grain. Product life cycle product life cycle product life cycle is the stages through which a product or its category bypass from its introduction to the marketing, growth, maturity to its decline or reduce in demand in the market. Extending the product life cycle businesses need to set themselves clear aims and objectives if they are going to succeed the kellogg company is the world's leading producer of breakfast cereals and convenience foods, such as cereal bars, and aims to maintain that position.
In this product line, smart start line has been the most successful product it is a product that helps to lower the level of cholesterol and blood pressure all-bran also helps in digestion while special k aids helps to reduce and maintain healthy weight. Conclusion tools used to relaunch nutri grain product life cycle ansoff's matrix marketing mix aims fulfilled by kelloggs during relaunch of nutri grain • re-position the brand through the use of the marketing mix • return the brand to growth • improve the frequency of purchase • introduce new customers to the brand. The product life cycle a product's life cycle (plc) can be divided into several stages characterized by the revenue generated by the product the life cycle concept may apply to a brand or to a category of product.
Nutri-grain did well when it was first launched in 1997 gained nearly 50% of cereal bar market in 2 years new market, new food category this product was designed to meet the needs of busy people who had missed breakfast. Product lines include ready-to-eat cereals (ie not hot cereals like porridge) and nutritious snacks, such as cereal bars kellogg's brands are household names around the world and include rice krispies, special k and nutri-grain, whilst some of its brand characters, like snap, crackle and pop, are amongst the most well-known in the world. The market position of nutri-grain also subtly changed from a missed breakfast product to an 'all-day' healthy snack 6 the product life cycle sl. Caso studio inglese i contenuti di docsity sono pienamente accessibili da qualunque versione.