Kellogg’s® Special K® Target Market Report Essay

IntroductionAs we know eat is genius of our daily meals, it is the first meal of the day. However come to this modern geological era we eat fall out the lifestyle to makeup our eat itself more sweet and healthily. Due to the enough alimentation contain in the breakfast grain, nowadays most of the people are concentrate on it as pickings it for breakfast. In this report, Im going to segment on breakfast cereal industry base on the combination of geographical, demographic, psychographic and behavioral variables. I would like similarly select unmatchable harvest-festival from the industry itself and observe how the product is positioned. The product that I consume been chosen is Kelloggs special K, which is manufactured by The Kellogg Company itself.1.0 Segmentation TheorySegmentation as known as a process of distinguish buyers which differ in several representations into groups regarding to their needs, characteristics or behaviour. securities industry segments exist w ithin feckly market. As a marketer, they have to try to contrasting sectionalisation variables, alone and in combination to find out the surmount and most meaningful way to identify and analyze the market structure so it is more advantageously for marketer to achieve in business market ( Kotler. P et al.2006, 218 ). A seller bequeath create a separate marketing political program for each buyer as classifying according to their personal preference. market place breakdown comes before the second step and third step, which is market preying and market military position in develop idea of targeting market. There are four of import(prenominal) major variables to observe in order to analysis consumer market segments, which is-( i ) Geographic classGeographic segmentation depart be analysing the different geographical such as region, city size, population density and climate. Firms will decide to progress their market into region as one or a few geographic variables according to the geographical differences.( ii ) demographic segmentationdemographic segmentation consists of identifying which variables which include age, gender, family sizes, family life cycle, income, occupation,education, righteousness and nationality. Demographic segmentation is the most popular fixings for segmentation analysis as consumer wants and demands are observe throughout the demographic segmentation ( Kotler. P et al.2006, 230 ).( deuce-ace ) Psychographic segmentationPsychographic segmentation are divided into different groups based on socioeconomic, status, values, attitudes and lifestyle grouping and personality. Basically, psychographic segmentation is used to combine with others segmentation variables as to analysis consumer market segments.( iv ) Behavioural segmentationBehavioural segmentation that enables buyers to group which are purchase occasion, benefits sought, user status, usage rate, loyalty status, facility stage and attitude towards product. Behavioural variables in any case trusted as the best surfaceing point to identify the market segments.As mentioned, segmentation is the element for attempt targeted market and effective marketing plans. Thus, a clear calculate and a detailed analysis for the market segments enable a menage to decide the marketing strategic in especial(a) segments. Furthermore, a unwavering displace also benefit from the multidimensional approach to market segmentation and the affiliated benefits are included better matching of customer needs, compound profits for business, better opportunities for growth, retain more customers, target marketing communication theory and lastly, gain share of the market segment. Eventually, a firm definitely will benefit from the multidimensional segmentation as they adopted it.2.0 Target Market IdentificationKelloggs particular K is a lightly toasted, lightly sweetened rice cereal, high in flavor expression of breakfast cereal. Basically, it contains 7 fundamental vi tamins and minerals which are essential nutrients that be supposed to contains in our breakfast.2.1 Geographical traitsTarget market for the product Kelloggs additional K are basically stressing on the urban city zone. Busyness lifestyle that implement by the residents result in none alimentation breakfast signn as their very first meal of the day. Targeting on this particular issue, Kelloggs limited K are especially made-up for the urban residents. As we known, breakfast cereal can be taken quickly and Kelloggs Special K absolutely satisfy the time lacking(p) issue in pragmatic lifestyle. Furthermore, sufficiently vitamins and minerals contained in Kelloggs Special K intent to replenish to the residents who lack of nutrients to go with daily activity. Currently, Kelloggs Special K is not only purchasable in across the country but also internationally and it considered as an internationalizations breakfast cereal.2.2 Demographic traitsBasically, Kelloggs Special K is designed f or women who want to take the first step at breakfast to help manage their shape, stock-still theres no gender, age, life cycle, occupation, education, religion and nationality barrier. Kelloggs Special K can be consume by everyone who is concern overall condition in health, and this product especially recommended to the senior citizens and the busyness urban residents as it helps on boosting their metabolism. Nevertheless, the Kelloggs Special K product can only purchase by those who have higher income as it is sort of the luxury breakfast cereal and it definitely suitable for urban residents as most of them receive a high wages.2.3 Psychographic traitsKelloggs Special K consider as a luxury product as it hail $16.40 for each and it is a great report suitable to consume by buyers who have a higher wages. Urban residents are wealthily and Kelloggs Special K fits them well as the consumption for their breakfast. Therefore, regarding to the study of VALS lifestyles, it involves s tudy that measuring consumers main AIO dimensions, which is activities, interests and opinions. Kelloggs Special K is the higher level status product and it is most probably consume by those who are the higher and mean(a) class in socioeconomics,which have luxury income and affordable for Kelloggs Special K. Kelloggs Special K consumers are human macrocosm who concern to live out an outstanding, healthy and enjoyable lifestyle. They consume Kelloggs Special K as result in they attach splendour to the essential vitamins and minerals, which are important as part of a equilibrate meal.2.4 Behavioural traitsPeople who consume Kelloggs Special K is much concern to health if compare to the others. Fundamental and various kind of vitamins and minerals plump the major element of the consumption of Kelloggs Special K. In this compressive stressed century, people are too busy until there is depleted time for them to take a breakfast. Yet, they need a product which sufficiency provided t hem the nutrients to start up their daily activity, and this is the purpose Kelloggs Special K made for. Most of the consumers reckon that Kelloggs Special K gives the essentials of a breakfast and they trust in taking Kelloggs Special K is way better instead of eating the breakfast which prepared by themselves. Indirectly, it forms a bound between the consumers and product, which is loyalty to the product. They trust, purchase and consume on Kelloggs Special K as Kelloggs Special K can lead them to an ideal lifestyle.3.0 Visually Representing the Target MarketKelloggs Special KGeographical traitsAs we can notice from the forwarding of Kelloggs Special K, every single word on that particular advancement has been returned in English language printed on it as English is the common language in Australia. Besides that, English also cognizance as the international language in this century. Eventually it shows that the target market for the product Kelloggs Special K is differentiated i nto a lot of geographic variables all over the worldwide.Demographic traitsAs mentioned, Kelloggs Special K is sufficiency alimentation contained and its an excellent ascendent of 7 vitamins and minerals. Thus, the target market for the product Kelloggs Special K itself is people who require abundance daily nutrients regardless to gender, age, life cycle, occupation, education, religion and nationality barrier. Kelloggs Special K contains just 17% sugar, meaning that one 30g serving contains just 5g per bowl, around 1 teaspoon this is much scorn than that contained in other breakfast foods and half that contained in toast with tamp down (Special K Original. 2009) It is also 99% of fat free and especially recommended to the women, who sharp to kick start to healthy weight attention. A great deal in protein will also give them a boost to their metabolism. A malty taste plays a important role to allure their appetite as consuming an enjoyable breakfast. A perfect health weight ma nagementPsychographic traitsNowadays, woman and ladies intend to manage their body shape and live out a healthier lifestyle. As we can see from the packaging, a 99% of fat free definitely will attract the consumption by woman, as it is a simple and convenient weight management program. The K letter itself shows in artistic form to inspire the picture of a prefect body shape to the consumer. Besides that, a well looking packaging of Kelloggs Special K designed to deserve the purchase cost. It is also shows the snob effect as consume it because it is one of the luxury breakfast cereal. All of these have been shown in the pictures of the part of psychographic traits.Behavioural traitsMost of the consumers have the some thought towards Kelloggs Special K product, which is lead them to a healthier and better standard of healths condition. The image of cereal which contains 7 fundamental vitamins and minerals will provide sufficient nutrients to the consumers to kick start their brand new day. It helps to form a healthy body by providing the essential nutritions as what written in the nutrition information panel. indication listKotler, P. Adam, S. Brown, L. and Armstrong, G. 2006. Pearson Education Australia. Principles of Marketing Analyzing consumer market segments.Kotler, P. Adam, S. Brown, L. and Armstrong, G. 2006. Pearson Education Australia. Principles of Marketing Market targeting.Market segmentation Why segment markets?http//tutor2u.net/business/marketing/segmentation_why.asp(Accessed family 1, 2009)Special K Originalhttp//www.kelloggs.co.uk/whatson/specialk/forum/nutrition/our-products/special- k-original/9230/view-topic.aspx (Accessed September 1, 2009)