Premium Essay

Case Study for Kelloggs New Product from Market Research

In: Business and Management

Submitted By wasiqdiwan
Words 2461
Pages 10
New products from market research

Curriculum Topics
• Market research
• Types of research
• Quantitative and qualitative
• Product development

Kellogg’s with a sales value of £68 million*. In 2003 the Crunchy

Introduction

Nut brand created a brand extension. This involved using the
The Kellogg Company is the world’s leading producer of cereals.

Crunchy Nut name to launch a new product called Crunchy Nut

Its products are manufactured in 18 countries and sold in more

Clusters. This variant has two varieties, Milk Chocolate Curls and

than 180 countries. For more than 100 years, Kellogg’s has been a

Honey and Nut. Both of them have enabled the brand to reach a

leader in health and nutrition through providing consumers with a

wider group of consumers. This brand extension is now worth

wide variety of food products. These are designed to be part of a

£21 million in annual value sales.*

balanced diet and meet the different tastes of consumers. Kellogg’s focuses on sustainable growth. This involves constantly looking

This case study focuses on the importance of market research

for ways to meet consumer needs by growing the cereal business

during the development and launch of Crunchy Nut Bites, a more

and expanding its product portfolio.

recent extension to the Crunchy Nut brand. The objective of this innovation was to provide a new flavour and texture for consumers,

Market research is a specific area of marketing that informs

helping Kellogg’s extend its share of the breakfast cereals market.

businesses like Kellogg’s about the things consumers need, how
*IRI sales data

best to design products to answer those needs and how to advertise those products to consumers. Market research goes beyond finding out what consumers are thinking today. It can identify what consumers might want in the future. In…...

Similar Documents

Free Essay

Research Case Study: Vodafone's Youth Market

...Research Case Study: Vodafone's Youth Market | | INTRODUCTION This case study will explain how the highly competitive telecommunications market lead Vodafone to set up an on-going 'panel' of respondents to give them a greater understanding of the youth market. THE CLIENT Vodafone is probably the biggest success story of the telecommunications market, becoming a household name with a penetration of 29% (TNS Telecoms panel Q3 2001) of the mobile phone market. Vodafone's media and planning agency, OMD UK plays an important strategic role in terms of researching the commercial market. THE CHALLENGE Operating in such a highly competitive industry meant that Vodafone had to look at new ways of researching how it could best profit from the hugely competitive youth market. The youth market is defined as anyone aged between 16-24 years old. Currently 90% of all 16-24 year olds own a mobile phone in the UK, amounting to 6.1m people in the UK. THE SOLUTION OMD UK, along with 2CV Research, recruited a panel of volunteers who receive monthly questionnaires over a long-term period in order to build up a profile of habits, attitudes and opinions of the young Vodafone user. The panel is made up of 200 respondents, all of whom must have an email address and a mobile phone (this is 85% of the youth market), and is maintained by 2CV. Questions sent out every month cover a whole range of areas, not just telecommunications. The idea is to build a very comprehensive picture of...

Words: 841 - Pages: 4

Free Essay

Market Research for Namkeen Products

... MARKET RESEARCH NAMKEEN MARKET IN INDIA Table of contents 1. | | Title | | 2. | | Introduction | | 3. | | Namkeen market | | | 3.1. | Key players/ Brands | | | 3.2. | Market share | | | 3.3. | Sub category/ variety | | 4. | | Price, SKU & Packaging | | 5. | | Concept of Namkeen market | | | 5.1. | Market size | | | 5.2. | Market type | | | 5.3. | Market segment | | 6. | | Positioning | | 7. | | Trends | | 8. | | Campaign | | 9. | | References | | TITLE To study Namkeen market in India INTRODUCTION The country of India is the 2nd largest food producer in the world. With a continuous and rapid growth, this industry is most likely to double itself in the coming 10 years. From time to time, the country involves different kinds of new technologies related to food processing, which are updated on regular intervals as well so as to meet the modern requirement of the citizens of India. Starting from vegetarian to non-vegetarian food, milk to milk products, junk to health food,Namkeen, soft drinks to alcoholic beverages, the country manufactures all kinds of food products. Some of the most prominent sub-divisions of Indian food industry are soft drink bottling, fishing, confectionery manufacturing, aqua-culture, poultry and meat processing, grain-milling, alcoholic beverages, fast-food manufacturing, ready-to-eat cereals processing etc. Initially Namkeen in India was usually made at home but with the increasing number of......

Words: 2100 - Pages: 9

Free Essay

Market Research for Namkeen Products

...submitted to Jagan Institute of Management Studies, New Delhi, as a part of fifth semester project for Bachelor of Business Administration Programme.” Mentor Achin Vasudev PREFACE The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manager may be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join Bikano one of the good company in FMCG sector in the world. I gained lot of experience and confidence over the past eight week which will further help me to take the future responsibility in my professional life. During this period I was given to find out the “competitive analysis of packaged food industry in context of traditional sweets, snacks, namkeens opportunities and challenges ahead” and also the “Findings and Result of New Product Development”. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the Bikano marketing department, an idea about the market condition and the behaviour of......

Words: 8944 - Pages: 36

Premium Essay

New Products in Existing Markets

...ever-changing market opens up a plethora of opportunities for competitors. Customers needs and wants constantly alter, bringing about a change in demand and supply. Stein says that industry competitors must be cognizant of new customers entering their market, while employing organizational strategies that exploit those entrants. An increasingly expanding market generates challengers seeking to make a competitive move through positioning or placement of new products. Introducing new products in the same segment with existing products is a good idea, but firms must proceed with caution. Many firms can add products to its existing product lines in order to create variations in different market segments. Stein says that at the SBU level, firms can add complementary and supplementary products to its main products to “round out its product lines.” Complementary products are ones that can be used concurrently with other products, while performance and quality are upgraded in primary products through the manufacturing of supplementary products. Adding new products to an existing product line will access a larger range of market segments. The idea is to position the product aggressively against the “less well-positioned” competitors in order to promote rapid growth. This rapid growth will increase a firm’s market share and will benefit its long-term goals. Following its entrance into the segment, firms should employ a penetration strategy to further saturate itself into the......

Words: 505 - Pages: 3

Premium Essay

Market Research and Product Development

...Market Research and Product Development By Kevin Ofor Abugu PhD Student – Cardiff Metropolitan University Introduction Organisations invest in new product development to ensure their future success in the market. Nevertheless most of the new products introduce into the market are more likely to fail than succeed (Viaene, 1999). Hoban (2002) posits that only one-third of the new products launched survive. Young (Ibid) states that the rate of new product failure is as high as 90 to 95 percent. The failures of the new products in mobile industry, automobile industry, beverage industry, etc. are few examples. Hence a thorough market research should be employed to precede new product development (Cooper & Klienschmidts, 2000). This elucidates the importance of market research in new product development (NPD). Companies must continuously acquire market information to be able to adapt a new product into the market (Cooper & Klienschmidts, Ibid). Such effort is expected to bring the customers’ need, wants and perception into the new product development process. For example, Cisco introduced a system through which her B2B customers share their ideas, design and order products online. Similarly, IBM introduced a forum through which her customers exchange information concerning the development of a new product. The information gathered through the various means is transmitted to the R&D through the communication with marketing. Marketing research acquires customer......

Words: 3400 - Pages: 14

Premium Essay

Launching a Product in New Market

...A SWOT analysis has been provided to identify  immediate action items.  STP analysis on launch of the product  A marketing plan devised from the 7Ps is outlined in  this report to provide a practical and feasible way to  launch the product in Qatar.  Numerical targets and qualitative targets are stated  clearly as objectives.  Sales Plan  Revenue and Pay back analysis 2 EXECUTIVE SUMMARY Strengths * Well known brand name in local  market * Great SME experience in UAE  market * Well established SME asset to back  launch of liabilities Weakness * Limitation in terms of distribution  network – 4 branches. * Not been fully able to position itself  correctly – More known for Retail.  * Technologically weak in terms of  alternative channels. S.W.O.T Opportunities * Leverage UAE Technology for  differentiation and cost reduction.  * Launch suite of products to meet  E2E requirement of SME clients   Threat  * Local & government banks hold  80% of the market share. * Lower margins on liabilities * Back office support from UAE ‐ * 40% growth expected in SME sector  Slower TATs will adversely effect  in next 3 years. customer experience. 3 SEGMENTATION TARGETING POSITIONING 4  SEGMENTATION Geographic Demographic Psychographic • Different industrial areas of Qatar where  SMEs are highly based. • SE customers  ageing 35‐60 years of age • Business Turnover: 1 million – 10 Million QR • New business owners  •......

Words: 1424 - Pages: 6

Premium Essay

New Product Launch in Rural Market

... |PAGE NO. | |1. |Objectives of our project |1 | |2. |Introduction of rural market |2 | |3. |Competition in rural market |3 | |4. |Profile of rural market & consumer |4-6 | |5. |Market segmentation |7-8 | |6. |FMCG industry |9-11 | |7. |Our market study |12-13 | |8. |Why shampoo…?? & |14-16 | | |Consumer buying behaviour | | |9. |Product launch |17 | |10. |4 P’s of our product |18-29 | |11. |Unique Selling Proposition |30 | |12. |Our......

Words: 3920 - Pages: 16

Free Essay

Secondary Market Research to Support a New Product Innovation

...Secondary Market Research to Support a New Product Innovation The Product The Energy Bar is a mountable wall unit for households that enables them to track their energy usage by providing numbers for electric, heat, and water consumption. The Energy Bar provides a visual to let you know how much you are using, how much you should be using, and how much you could be saving! It also compares your usage for the current month to that of the month prior to help homeowners improve the energy efficiency of their homes, while also saving money. As you see the numbers go up and down, you will intuitively know where you can reduce your consumption and utilities costs, and act on it immediately. Place it near your alarm system and it becomes easy to check before you, and the rest of your family, leave the house. This way, no unnecessary lights will be left on, heat will be kept to a minimum when you are away from the home, and no faucets will be left running by accident. This unique device addresses the energy shortages and water management problems that we should all be concerned about. Install an Energy Bar to ensure your future and your wallet! The Evidence In a poll conducted by Ipsos for Procter and Gamble, respondents chose “saving money” (64%) and “preserving resources” (56%) as the most important reasons for taking environmentally-friendly measures. When reporting the reasons that prevented people from leading a more environmentally-friendly......

Words: 790 - Pages: 4

Premium Essay

Market Segmentation of a New Product

...managers of a consumer product in a domestic company. The top management asked us to choose a product to segment the market and we choose men soap. The description of the product is given below. Product: Men Soap Brand Name: Deluxe Product Features: • It's Deep cleansing formula that rinses off easily. • With 1/4th moisturizing cream, clinically proven to fight skin dryness. • It's Total skin comfort. • Feel better than regular soap. • Keep the body fresh for a long time. • It has a classic scent. Product Ingredients: • Sodium Lauryl Isethionate • Stearic Acid • Sodium Tallowate or Sodium Palmitate • Lauric Acid • Water • Sodium Stearate • Cocamidopropyl Product Indication: It thoroughly cleanses and rinses off easily without leaving skin feeling dry and tight. For total skin comfort and refreshment you want. Price: Taka 50. We choose this very product because normally there are much soap produced for women and many of them have been produced for both male and female but there are very few company that produce men soap and most of them are produced outside Bangladesh. People or men of this country are not familiar with men soap. So we are going to launch a soap specially designed for men keeping in mind about their skin and comfort. This will be a completely new concept in Bangladesh. As men haven’t experienced this type of product we feel that they will respond to this new product for a......

Words: 1774 - Pages: 8

Premium Essay

New Product from Bosedk

...reference | 14 | Introduction We, BOSEDK Inc., are a firm that produces game consoles for gamers and our main target are young teenagers within the age range 10-20. We work with many international and well reputed firms such as EA sports and UbiSoft and many other firms in order to create some of the best games and also in order to bring the firms together. Executive Summary Gaming industries has come a long way since their entry into the market in the early 1990's. Within the course of time, many companies have triumphed the market and made new technologies and innovations that would create revolutionary change to the world of games. Our company BOSEDK INC. is incorporation with EA sports and UBISOFT, combining and modifying their technology of games used throughout the years to build the ultimate gaming consoles that will satisfy users and attract customers to try the games and consoles of new age. Our unique gaming counsel feature includes Virtual Projector which allow users to project directly from the counsel. Throughout research, we have realized what the consumer wants and we have taken the initiative to make the dreams into a reality. We have ensured to include every desirable features of gaming counsel and include them into an ultimate counsel that will grant every wishes a customer have imagined for a gaming counsel to be like. We are a profit maximizing organization and it is our job to satisfy customer's every need. We follow ethical measure while......

Words: 2214 - Pages: 9

Premium Essay

Global Market Research Case Study Analysis

...Global Market Research Case Study Analysis The situation discussed in the case tells of an opportunity afforded Sperry/MacLennan Architects and Planners; the Canadian company was founded in 1972 as a one-man architectural practice and years since then they have become a very respected and profitable company in the field of architecture. It has been recorded in text that Aaker, Kumar & Day (2007) stated, “Eight market niches were identified for Canadian architects in the United States, one of which was educational facilities, in particular post-secondary institutions. This niche, identified as most likely to match S/M’s capabilities, is controlled by state governments and private organizations. Mitch Brooks, a junior partner in the firm, has plans to identify and evaluate other possible markets for S/M’s services as part of his October presentation to the board. Other parts of the United States, or the affluent countries of Europe, where recreational facilities are regularly patronized and design is taken seriously, might provide a better export market, given S/M’s string of design successes at home and the international recognition afforded by the Amherst facility design award.” (Chapter 3). Fortunately for S/M, things began to take a turn in the right direction when their persistence and faith was rewarded in 1983. Sperry won the competition for the aquatics facility for the Canada Games in Saint John. Sperry had gained renowned nationwide acknowledgment for its sports......

Words: 1010 - Pages: 5

Premium Essay

Market Research for the Product of S.B Beverages

...A project on “The study on market research for the product of S.B. Beverages Pvt., Ltd, products.” (oxygem) A Project Report Submitted in partial fulfillment Of MBA (Batch 2014-2016) Submitted By: Kishor Dahare Submitted To: Director Academics: Prof. L.C Jamb Dr. Parag Kalkar SINHGAD INSTITUTES OF MANAGEMENT STUDIES, PUNE-411041 2014-2016 Declaration I kishor Dahare here by declare that the project titled {“The study on Market research for the product of S.B. Beverages Pvt. ,Ltd,products.” (oxygem)}is an original work carried out under the guidance of Prof. L.C Jamb.The report submitted is a bonafide work of my own efforts and has not been submitted to any institute or published before. Signature of the student (Kishor Dahare) Date: Place: ACKNOWLEDGEMENT It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well-wishers who have in some way or other contributed in their own special ways to the success and completion of this summer internship project. First of all, I express my sage sense of gratitude and indebtedness to the Director of “Sinhgad Institute of Management”, Dr. Parag Kalkar, from the bottom of my heart, for his unprecedented support and faith that I do the best and his valuable recommendation and for accepting this......

Words: 7160 - Pages: 29

Premium Essay

Introduction to Market Research: First Direct Case Study

...Understand the main types of market research used to make marketing decisions In this report I will be discussing the different forms of market research and how these methods have been used to make marketing decisions for first direct. Carrying on from this I will be suggesting how different methods are appropriate to enable first direct to revitalise its brand relaunch and evaluating the businesses market research. Marketing is a management process which is responsible for identifying, anticipating and satisfying consumer requirements profitably. To satisfy consumer needs is to make sure the consumer gets what they want. You do this through market research. The first stage of market research is to plan it also called the ‘MR process; .Define the problem .Define research objectives .Choose data sources .Choose research methods .Set budgets and deadlines .Undertake research .Analysis and evaluate Choosing the research is what I am focusing on today. There are four main sources of research, qualitative, quantitative, primary and secondary. Primary research Primary research is new information obtained by an organisation first hand from using their own resources and collecting their own data to answer specific issues or questions. The method can involve observation, experimentations, surveys, focus groups, interviews, field trials and panels. Surveys are one of the most frequently used methods of market research, there are four common ways of conducting a survey, via......

Words: 2568 - Pages: 11

Premium Essay

Implication of Introducing a New Product on the Market

...implications of a new product on operations managment the implications of a new product on operations managment By: Mwenya Musakanya SN: 14100042 BS343 PRODUCTION AND OPERATIONS MANAGEMENT By: Mwenya Musakanya SN: 14100042 BS343 PRODUCTION AND OPERATIONS MANAGEMENT Contents 1 Introduction 2 2 New Products and Product Design 2 2.1 Factors to Consider in Product Design 3 2.1.1 Design for Manufacture 3 2.1.2 Product Life Cycle 3 3 Process Selection 4 3.1 Process Decisions 4 3.2 Factors to Consider in Process Design 5 3.2.1 Choice of Technology 5 3.2.2 Process Planning 5 4 Capacity Planning 5 4.1 Process of Capacity Planning 6 4.2 Importance of Capacity Planning for New Products 7 5 Quality Control 7 5.1 Methods that can be used to control Quality 7 5.1.1 Verification of the Design Quality 8 5.1.2 Product Quality Control 8 5.1.3 Supplier Quality Control 8 5.1.4 Early Warning Mechanism 8 6 Forecasting 9 6.1 Methods used in Forecasting 10 6.1.1 Short Term Forecast 10 6.1.2 Long Term Forecast 10 7 Conclusion 10 8 References 12 Introduction New product launches are highly complex and can pose major challenges to companies. But then, managing the relationship between product generations and diversity can greatly increase the chances for success for a company. Traditionally, new products have offered great opportunities for companies to innovate, connect with their customers and provide value added services and products. When......

Words: 3524 - Pages: 15

Premium Essay

New Product Study

...Business English II New product study: Mobile phone EMP Omnium Teacher: Eta Rozman, MBA Student: John Doe VPŠ Libertas, Ag. 2011./2012. Product: Mobile phone Name: EMP Omnium The name Omnium is derived from a latin prefix „omni“ which means „all“. EMP is an acronym which stands for: „Excellent Mobile Phone“ Corporate Message: Omnium has it all! The corporate message shows the power of the Omnium, because it leaves no room for other competition. Logo: Logo is a simpe, stylized letter „O“ because it shows true power and simpicity of Omnium. Target market: The target market for EMP Omnium are everyone who like a top notch smartphone. Ages 15+, all professions and lifestyles because Omnium is adaptable to any lifestyle, whether you are a student or a businesman. Geographically, Omium will be placed to the Balkans area to start with, after that it will spread across Europe and finally it will conquer the world. Position: Luxurious smartphone for people who appreciate quality and simplicity of use. Diversification: Soft pouches, leather pouches for carrying Omnia in your pocket so you don't scratch it, off the market add-ons such as syncing stations, car holders, etc. Differentiation: Higher price over the direct competitors to establish a leadership on the market in the eyes of the potential customers. Benchmarking: Our benchmark products will be Apple's......

Words: 454 - Pages: 2