Unit 3 Marketing P1
Introduction
For this assignment I have been asked to do a report on………………………(say what you have been
asked to do)
The company I chose for this marketing report is kellogs and Nestle. I will first start off by writing
about Kellogs.
About Kellogs
Kellogs is a …………………(Give history of Kellogs and background info)
The types of products Kellogs produces are…..(make sure you mention the products kellogs produces
and the general target market for these producst E.g. cereals – aimed at consumers aged 5 onwards,
can you think of any other products?)
Marketing strategies used by Kellogs
Kellogs use a variety of marketing strategies. One of which is the growth strategy which can take
many forma s as listed below..
1. growth strategies (such as diversification, product development, market penetration
or market development, Ansoff’s Matrix)
I will write about the Growth strategies in greater detail.
For Kellogs they use all the following strategies for growth.
Growth strategies are:
Market penetration – say what it is and how kellogs has used this for one of their products
Market development -say what it is and how kellogs has used this for one of their products
Product development - say what it is and how kellogs has used this for one of their products
Diversification -say what it is and how kellogs has used this for one of their products
About Nestle
Nestle is a …………………(Give history of Nestle and background info)
The types of products Kellogs produces are…..(make sure you mention the products Nestle produces
and the general target market for these producst E.g. cereals – aimed at consumers aged 5 onwards,
can you think of any other products?)
Marketing strategies used by Nestle
Nestle use a variety of marketing strategies. One of which is the growth strategy which can take
many forms as as listed below..
1. growth strategies (such as diversification, product development, market penetration
or market development, Ansoff’s Matrix)
I will write about the Growth strategies in greater detail.
For Nestle they use all the following strategies for growth.
Market penetration – say what it is and how Nestle has used this for one of their products
Market development -say what it is and how Nestle has used this for one of their products
Diversification -say what it is and how Nestle has used this for one of their products
Product development -say what it is and how Nestle has used this for one of their products
Other marketing strategies for Kellogs
Now we will look at survival strategies and relationship marketing because they are other strategies
that both nestle and Kellogs use.
For kellogs their survival strategies are:
survival strategies; Mention in detail Kellogs strategies such as branding (importance in
influencing buyer behaviour, brand building, positioning, brand extension) look at resources
on the U drive and also search the internet. U:\Business Studies\Students\BTEC Level 3 Sept
2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3
And another strategy Kellogs use is relationship marketing:
relationship marketing Mention definition, difference between transactional marketing and
relationship marketing, value of lifetime customer and how Kellogs has used relationship
marketing look at resources on the U drive and also search the internet. U:\Business
Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to
Marketing\Assignment 1\Lesson 3
Other marketing strategies for Nestle
Now we will look at survival strategies and relationship marketing because they are other strategies
that both nestle and Nestle use.
For Nestle their survival strategies are:
survival strategies; Mention in detail Nestle strategies such as branding (importance in
influencing buyer behaviour, brand building, positioning, brand extension) look at resources
on the U drive and also search the internet. U:\Business Studies\Students\BTEC Level 3 Sept
2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3
And another strategy Nestle use is relationship marketing:
relationship marketing Mention the definition, difference between transactional marketing
and relationship marketing, value of lifetime customer and how Nestle has used relationship
marketing look at resources on the U drive and also search the internet. U:\Business
Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to
Marketing\Assignment 1\Lesson 3