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Marketing 100 -Situation Analysis/Target Market Identification - Essay Example

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The company mainly sells corn flakes, cereals and other such products. The different brands of the company are chhez-it, and nutria gram.
Kellogg’s Sultana Bran is extremely popular in…
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Marketing 100 -Situation Analysis/Target Market Identification
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Download file to see previous pages Kellogg’s Sultana Bran has fibre content. As a matter of fact, a 45 gram of Kellogg’s Sultana provides an eight year old with almost one-third of his daily fibre requirement.
An important study to examine the effect of brand has been done by the noted market research firm AC Nielsen. The purpose of the study was to find what effect the brand Sultana Bran had on consumer perception with respect to other brands.
The strategy followed by Kellogg’s for pricing in Australia is simple. They charge on the value of the product. This means more the value of the product, the higher is the price. The customers are supposed to make their payments through credit card (Baranwal 2009).
Kellogg’s follows a regionocentric approach in its distribution. It has two important market segments – Kellogg’s North America and Kellogg’s International. The company sells its products in different retail outlets, departmental stores etc (Baranwal 2009).
1.2.1 Political/ Legal Environment – Politics and law of a country have an important impact on the functioning of business. An important law that can have an impact on Kellogg’s Sultana Bran in Australia is Food Standards Amendment (Truth in Labelling Laws) Bill, 2009.
There are many pressure groups in Australia such as Green Peace Australia, Australian Conservation Foundation, Business Council of Australia, and Centre for Independent Studies, World Trade Union Directory etc (Australianpolitics 2010).
The Australian economy is showing signs of price volatility. The price of export index has shown a positive trend of growth by 16.1% in the quarter of June. The prices of exports have also risen sharply by 7.1% (Business Insider 2010).
Australian investors demonstrate the tendency of investing their savings in deposits. However, the Australian economy is yet to fully recover from recession and this has reduced the growth in savings (Allbusiness 2009).
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