Ingeniero

Situation Analysis

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Special K cereal & the Special K Challenge

Situation Analysis

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PRODUCT OVERVIEW Kellogg’s Company History
Kellogg’s Toasted Corn Flakes becomes success and company name changes to Kellogg Company. 1922 Kellogg’s is criticized against General Mills and Quaker Oats about the small business they acquired. 1969-1977 “Ready-to-eat” campaign, worth total $5.4billion, expanding Kellogg’s brand. 1988

1956

2/19/1906 Kellogg’s founded as Battle Creek Toasted Corn Flake Company by Will Keith Kellogg.

1930 Kellogg Company factories move from 40 hour weeks to 30 hours until after WWII.

1983 Kellogg’s undersells competition and hits all time low of 36.7%.

2001 Kellogg’s largest acquisition of the Keebler Company.

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PRODUCTSpecial KChallenge OVERVIEW Special K & the
• 1956 - Special K is released nationwide  Kellogg's Special K was the first cereal fortified with seven vitamins
and iron, thus giving it its "special" designation.

• 2002 - Kellogg's cereals with freeze-dried fruit  Generating almost $100 million in sales for the company
 Beaten General Mills' freeze-dried fruit cereals by two years.

• 2003 - Consumerdemand for "low carb" meals  Kellogg released Kellogg's Special K For A Low Carb Lifestyle • 2006 - Special K products extended into diet and nutrition sections of grocery and drug stores

 Protein-fortified products designed to meet consumers' evolving shape management needs added: Special K₂0 protein waters, Special K protein snack bars and Special K protein meal bars.

• 2007 - Special KChallenge introduced  lose 6 pounds or one inch in two weeks
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TARGET AUDIENCE
Specifically the Special K Challenge is targeted to adult women ages 25-45, about the ages where the women are either busy mom’s or workingwomen with disposable income.
When starting the Special K Challenge, the woman picks a plan to follow and she chooses this plan according to the woman’s personality and lifestyle. The four plans include “Classic Plan, Mix it up Plan, On-The-Go Plan, and Chocolate Lover’s Plan.” The four types of plans for four types of women are what the target audiences’ lifestyles, habits, motivations, and beliefs are focused around. It’s perfect for women because of the ingredients including calcium, fruit, rice, vitamin C, vitamin E, iron, and many other things that are especiallygood for women more than men.

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These four plans are all examples of how busy women view themselves and their lives. They believe they want to loose weight and inches with something that is healthy, delicious, and fast.

TARGET AUDIENCE
Classic Plan
“People who want the essentials, people who love the classics: you like the basics, the tried and true crowd-pleasers. Here’s a plan that’ssimple and easy and good.”

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On-The-Go-Plan
“Busy moms, business travelers: you’re always on the go, running from A to B and back again. You need a portable, easy and yummy plan that can go where you go.”

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Mix it up Plan
“Foodies, people who love variety: you love to try new things and get bored easily. Here’s a game plan to help you stay totally interested (and totally ontrack).”

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Chocolate Lover’s Plan
“Chocoholics, serious sweet tooths: here’s a plan that celebrates one of the most wonderful things in the whole wide world: Chocolate!”
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“Class reunion” “Lose baby weight” “Upcoming trip/vacation” “Kick start an even better me” “Look fabulous on my wedding day”

TARGET AUDIENCE
What Motivates You?

• Women from all over can log onto the Special KChallenge website and post their “victories” meaning what they want to accomplish because of this diet.  This inspires more people to take part in the diet  It gives them reasons to join that they might not have thought of before  Makes women, or any challenger, feel like they are doing this with the support of other challengers • The encouragement from the website and ads helps new users and old...