Marketing Plan on coco pops kellogs in Australia Research Proposal

Marketing Plan on coco pops kellogs in Australia - Research Proposal Example The author of the study has not only developed a marketing plan to cater to the needs and requirements of the customers but also will help the company to maintain its profitability. Finally, the study will conclude with the evaluation of its existing marketing plan. The author of the study has focused on developing a marketing plan for Kellogg’s which not only focuses on providing healthy food to customers but also lay emphasis on the environment. Table of Contents Table of Contents 3 Situational Analysis 4 Competitor Analysis 6 Customer Analysis 6 Strength, Weakness, Opportunity and Threats Analysis 7 Marketing Objectives 9 Marketing Mix: Kellogg’s 7P 10 Budget 12 Implementation of Milestones 15 Evaluation 16 Conclusion 17 Introduction: Kellogg’s Marketing Plan Kellogg’s is a multinational food corporation, which specializes in manufacturing cereal and other convenience food like crackers, pastries, toaster, cereal bars, waffles and other vegetarian foods ( Kellogg’s, 2013g). The brand includes regular cornflakes, frosted flakes, Special K, Rice Krispies, Coco Pops, Pringles, Nutri Grain and Pop ( Kellogg’s, 2013h). ... The main objective of the study would be to develop a marketing plan for Kellogg’s, in order to penetrate in Australian markets for providing children and adults a healthy meal without compromising the nutritional benefits. Finally, the study will deal with all the components of the marketing plan required for introducing a cereal into the market. The chosen market for the study is Australia because of its alarming rate of obesity and other diseases, which has become a growing concern for the Australian government. Situational Analysis The situational analysis would be conducted through PESTLE analysis, which is instrumental for understanding the external factors that have the potentiality of affecting Kellogg’s. Political The corporate tax rate in Australia is 30 percent which is higher than most of the developed countries. The high tax rate implemented by the government is to recover from the present economic slowdown. The existing cereal industries in Australia are s truggling to maintain its profitability. Economic: Although, there is an economic slowdown in Australia which has affected most of the industries to a large extent, the cereal industries have been performing quite well. Social: The Australian people are very health conscious and prefer cereal over other breakfast food because of its nutritional content and healthy ingredients. The social life of the Australian common people is very active and they prefer breakfast food like cereals which provides zeal and healthiness. Technological: Technology plays an important role in the cereal industry because apart from the manufacturing of cereal the packaging process is totally dependent on technology. Packaging process needs to be effective to ensure the freshness of the product and retain