Marketing Part Project Assignment: Kellogg Cereal Bars

Marketing
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Kellogg Cereal Bars
Kellogg is a multinational company that majors in the manufacture and distribution of quite a number of food products among them, vegetarian foods, convenience foods, fruit flavored snacks, toaster pastries, cookies, frozen waffles crackers and most importantly for this paper, cereals bars. There are quite a number of brands that are associated with the company among them, Cheez-It, Apple Jacks, Frosted Flakes, Cocoa Krispies, Keebler, Nutri-Grain, Pop Trats, Kashi among others. The company has experienced some significant success in the past relative to the segmentation strategies, targeting and positioning in the market relative to the competition ("Kellogg's Cereal Bars", 2017).
Segmentation
Segmentation strategies include a geographical approach, where the company uses different regions to market their products (Mulhall, 2017). This is an approach that involves marketing the cereals to different locations locally and internationally. In places like India, the company is able to divide up the market into the city, rural and regional. This means the company has the ability to differentiate between the sections of the market based on the element of geography ("Kellogg's Cereal Bars", 2017). This is basically a spatial approach. The company also uses demographics with reference to age and income. With reference to the cereal bars, the products are sold to the young children and teenager living in the middle class or the high class. These are amongst the most likely customers that will want to buy cereal bars as a snack and for breakfast. There is also a strategy that is associated with psychographics such as lifestyle, where most of the customers will be living a modern lifestyle (Rucha, 2017). The company uses the lifestyle segmentation approach as the targeted customers have to be part of the population that is keen on cereal products. At the same time the customer in this segment will be looking for products that are both tasty and offer health benefits. The company has of late concentrated on health, as quite a number of the customers would want to take products that are not harmful their health, but, more importantly those that improve their health.
Targeting
To target the di...