Special K Breakfast Food
This conventional paper will seriously review the case and setting of Unique K lunch break cereals inside the UK. In order to undertake this analysis a number of observations have been completely carried out within just supermarkets, these types of observations are accompanied by a number of assumptions that were developed following a earlier observations to determine focus on markets and marketing approach. The advertising concepts reviewed have been sourced from Kotler et al (2009). Dialogue will middle on the promoting mix 4P's of item, price, place and advertising.
Special K can be thought to have got launched in britain in the late 50s or early 1960's, the cereal is manufactured by Kellogg's, a leading multinational corporation. Particular K can be found in ten distinct flavours with additional products available through cereal club offerings. Primary of Unique K is based around fat loss / control and a normal lifestyle.
Initial observation of Special E focuses on their packaging currently employed. This is card based along with similar top quality to many various other cereal products however a lot of differentiation can be evident when dealing with the design of package. The design is definitely coloured quite differently to other cereals which mainly focus on shiny colours with typography reminiscent of cartoon design. The design of Unique K is principally crisp light background which has a flowing feel to letters which is colored red. Beginning with this declaration demonstrates how Special K postions on its own differently to a lot of other cereals, these other cereals are looking to protect a younger demographic although Special K is aiming at an older target audience by comparison. Unique K is usually not the only cereal attempting to secure similar space additional competition comes from Alpin, Jordans and superstore own company alternatives. Jordans packaging as well uses light within the design however this is much less prominent while Special K, further colouring is used to recognize the flavouring such as reddish colored denoting bananas. A proclaimed difference in price exists between Special E and Jordans, based on prices observed because at 5 January 2010 Jordans is 34% cheaper (this excludes any kind of multibuy or perhaps promotional pricing).
The target market of Exceptional K is segmented based initially on demographics centered on sexuality and way of living, females whom are pounds conscious varying in age groups from middle to overdue twenties through to forties evidenced by campaigns such as drop a dress size. The target marketplace is likely to be generally middle category with a affordable disposable cash flow who are seeking a normal lifestyle and therefore are prepared to pay a price premium for this. This targeting is generally different to most of the other food products which may have a heterogeneous approach and attempt to protect market share throughout the spectrum. In adopting this kind of more homogenous approach Unique K will be able to occupy an area that is fewer congested and allows development of targeted activity which complies with the requires and desires of the customer by appealing to them initially on advertisments and turning these customers into do it again purchasers. The premium aspect is demonstrated through the decision by Markings and Gradzino food to stock Exceptional K food as part of their particular branded goods offering. This selection displays how Particular K is regarded as a premium product not only by simply consumers although
likewise by a leading UK store. Following in from the market segmentation it is also assumed that Special K undertakes psychographic segmentation by simply targeting all those seeking a normal lifestyle by using a brand which they can trust. This trust can be engendered through the traditions of Kellogg's brand which has been a cereal producer considering that the early twentieth century.
Next on from your brand traditions of Kellogg's it is obvious that Particular K positively seeks to strengthen this through the usage of similar style of K. The usage of constant lettering looks for to hyperlink to overall brand and connected trust...
Sources: Bartlett, L. (2009) Traveling Brand Devotion in Food and Beverages. Datamonitor, November, pp 80 вЂ“ eighty six
Harding, M., Meikle, L
Pearson Education Ltd, Essex
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