Question

Select a consumer product of personal interest—one that you have purchased within the past six months. It can be anything, just as long you are familiar with the product and generally understand how it is marketed. Using the matrix model of marketing management in Table 1.2, fill in the cells of the matrix as completely and thoroughly as you can for the brand that you purchased. Be sure that your entries correspond to your perspective as a customer for this brand. In short, you are the target market. You may wish to create one or more positioning maps to help illustrate how you perceive the competitive playing field. Once you’re done, examine the intersection of each cell. How do the elements of the marketing mix align with the four strategy categories in the left-hand column? Does every one of the 4 P’s contribute to each of the strategic objectives established in the left-hand column? Do you see room for improvement? How would this assessment be different for other types of customers?

Answer 1

The Marketing Matrix for the Kelloggs

	The Marketing Mix
	Product	Price	Place	Promotion
Generic Marketing Strategy	Kellogg is based upon more product realization, customer acquisition and retention and fulfilment. and	Attempts to hasten market development and offers the pioneer the opportunity to use the experience curve to gain market share with a low price and then dominate the industry.	Available through retail stores or online ordering; make is easy to pick up by the customer	Main promotional and advertising objective is to get a hold of market among the range of existing products and need to target the base population which is large in number and attract them with the special pricing and the discounting factors.
Marketing Segmentation	Kelloggs being solely product centric and product divisions to cater and being more segment centred.	Penetration pricing is, however, more likely than skim pricing to raise a unit’s operating profit in the long term.	With a differentiation focus a Kellogg has created competitive advantage through differentiation within the niche or segment.	Social media, TV commercials, billboards near shopping malls.
Product Differentiation	Significant differentiations in accordance with the Kellogg new product Special K a weight management product launched and has the best position in the market, its performance and its financial strength in general.	Prices will be less in comparison and use dynamic pricing, a practice in which prices vary frequently based upon demand, market segment, and product availability.	The intermediaries are hired to understand the customer requirements and their base issue.	It need to protect its product and make them authorized so as to no local competitor can compete with its brand.
Brand Positioning	For growth strategy a firm can follow Ansoff Matrix as it combines present and new products and also present and new markets and shows four product strategies for growth of the business.	Indian competitor Mohan Meakins in terms of pricing aspect and also on the traditional eating habits of Indians because for them it was new concept introduced and initially faced lot of criticism. But slowly and steadily it developed its own niche.	kind of this innovation of new product and flavours will contribute to the accelerating the model of business growth.	Kellogg’s should always take decision on the global perspective front rather concentrating on their home country and consider the host countries also.

How do the elements of the marketing mix align with the four strategy categories in the left-hand column?

Consumer of Kellogg’s products alone but as they becoming more influence by the brand choice decision for variety of products and they is considered influencers of choice. Also seek the purchasing power of the people as well in economy depends upon the current income, price savings, debt and also depends on the purchasing power of the customer and product also focussed on the market where the consumers are price sensitive like Indian economy and also to understand the better economic levels of the population and demand.

            Changes in lifestyle results in demand and supply of the any product and this became the important magnitude to focus on utilizing these opportunities and needs to understand the culture of different regions implications of the cultural diversity and the consumption behaviour and attitudes helps to draw the generalizations to make specific marketing decisions and show distinctiveness in preferences and habits across consumer segments.

Market segmentation is specialized according to the needs and wants of specific groups and promoted to satisfy each group needs.

Geographic Segmentation - Market is divided by location,

Demographic Segmentation – Market is divided by age, sex, marital status. Income, occupation and education.

Psychological Segmentation – Market is divided by intrinsic qualities of the individual.

Psychographic Segmentation – Market is divided by activities, interests and opinions.

Socio-cultural Segmentation – Market is divided into various cultural and social cultural environments.

Hybrid Segmentation – Combination of several segments rather than relying on a single segmentation base.

So the Kellogg need to stabiles it’s over pricing structure in the market and also it need to localize its product. So the appropriate segmentation needs to be done.