Question

I need help.

Kellogg's special K Cereal in USA (presentation slides and a written paper based on these questions)

1. Name of product and description of the product

2. Product Category - Size of product category dollar or unit sales and major competitors. What are the market share of the major competitors and your brand? What other information can you provide which can help to understand what is happening in the market?

Answer 1

Kellogg's special K Cereal in USA

1.

Name of the product: Kellogg's special K Original Cereal

Description of the product:

• It ready-to-eat cholesterol free breakfast cereal made from

• With only 2% fat, Special K is high in C & B group Vitamins (B1, B2, B3 & B6, B12 & Folate – reduces tiredness). It is a rich source of protein and fiber.

• Ingredients:

• Helpful especially to those who are undergoing weight management journey.

• Can be eaten with skimmed milk or whisked yoghurt.

2.

Product Category - Size of product category

The size of breakfast cereal market in US is US $15,605 million in 2019. This is expected to grow annually at a rate of 1.2%. The average per capita consumption is 6.5 kg in 2019.

Major competitors:

• General Mills

• Nature Foods Company

• Bob’s Red Mill Natural Foods

• Carman's Fine Foods

• Cereal Partners Worldwide (CPW)

• Family Cereal

• MCKEE FOODS

• The Jordan and Ryvita Company

• Tree House Foods

Market share:

Kellogg’s – 32%

General mills – 31%

Other brands – 37%

Other information:

• Demand from the fast food restaurants which offers breakfast on the go are posing a serious threat to the company. It must be carefully analyzed.

The potential demand for supermarkets and grocery stores is expected to grow in 2019. Since the breakfast cereals are sold mostly in supermarkets and grocery stores, there is an opportunity for the breakfast cereal manufacturers.