Marketing mix of Kellogg’s (4Ps of Kellogg’s)
This is a detailed assessment of the marketing mix of Kellogg’s (4Ps of Kellogg’s). It explains how the Kellogg company uses its marketing mix elements to appeal to the customers. The Kellogg Company is an American multinational food manufacturing company. It is widely known as Kellogg’s.
Product strategies of Kellogg’s
Kellogg’s manufactures various types of breakfast cereals and food products. Its products fall into different categories i.e. Breakfast Favorites & Treats, Cereal & Granola, Frozen Breakfast, Plant-Based Protein, Protein Bars & Shakes, Savory Snacks, and Snack Bars & Bites. It has a family of brands e.g. Kellogg’s Special, Cheezit, Pringles, Austin, Carr’s, All Bran, Frosted Flakes, Krave, Froot Loops, Town House, and Fiber Plus (Kellogg, 2022).
The products of Kellogg’s are of good quality. However, the company recalled some of its products in the past because of food safety concerns. Product recalls make some customers sceptical about the quality management systems and procedures in the company.
Pricing strategies of Kellogg’s
Pricing plays a big role in the marketing mix of Kellogg’s (4Ps of Kellogg’s). Kellogg’s prices its products competitively to attract more customers. It also offers discounts to generate more sales. Its products are generally affordable to most people in many countries. However, Griffith (2022) reports that the CEO has warned that price hikes are likely as the company faces skyrocketing costs for ingredients and raw materials.
Place/Distribution channels of Kellogg’s
Products of Kellogg’s are available worldwide. It produces products in 18 countries and sell them in more than 180 countries (Kellogg, 2022). All major supermarkets in the UK and the USA sell a variety of its products. Products are also available in corner shops, small independent retailers, and online stores.
Promotion strategies of Kellogg’s
Promotion is the last area of discussion in the marketing mix of Kellogg’s (4Ps of Kellogg’s). Kellogg’s has been advertising on TV, radio, newspapers, and magazines for decades. Its digital marketing strategy includes but not limited to programmatic and direct ads, social media posts, and videos. However, it is worth mentioning that some of its adverts were criticized in the past for containing misleading information.
Kellogg’s also sponsors (or sponsored before) sporting events around the world such as the North America’s Major League Soccer, League of Legends European Championship, and many others to help promote its brands. However, it should be mentioned that sponsoring mega events is often very costly.
Some of the CSR activities of Kellogg’s have been very good as well. For instance, its partnership with Amazon and hunger charity Feeding America enables consumers to donate items most requested by hungry families to several participating Feeding America food banks. However, its threat to replace striking union members at four of its US cereal plants in 2021 has drawn widespread criticism.
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Last update: 02 March 2022
Griffith, K. (2022) Kellogg may hike prices AGAIN…, available at: https://www.dailymail.co.uk/news/article-10500023/Kellogg-hike-prices-CEO-laments-double-digit-cost-inflation.html (accessed 01 March 2022)
Kellogg (2022) Who we are, available at: https://www.kelloggs.com/en_US/who-we-are/our-history.html (accessed 01 March 2022)
Author: Fahim Shah
Fahim Shah has been working in the UK as a visiting lecturer in Business and Tourism for the last 10 years. After completing a Bachelor’s degree in Business and Marketing, he went on to gain an MBA from the University of Bradford, the UK. He is a Fellow of Advance HE (FHEA) and a full member of the Association of Business Executives (ABE).