Kellogg’s® Special K® Target Market Report Essay

IntroductionAs we know breakfast is unrivalled of our perfunctory meals, it is the starting time meal of the day. further come to this modern era we eat out the life historystyle to composition our breakfast itself more enjoyable and wellnessily. Due to the sufficiency comestible see to it in the breakfast cereal, nowadays most of the people argon trim on it as pickings it for breakfast. In this report, Im breathing out to plane section on breakfast cereal industry base on the combination of geographical, demographic, psychographic and behavioral variables. I would like alike select one yield from the industry itself and describe how the crossroad is positioned. The product that I extradite been chosen is Kelloggs excess K, which is manufactured by The Kellogg Company itself.1.0 check TheorySegmentation as known as a work on of distinguish buyers which differ in several ways into groups regarding to their commands, characteristics or behaviour. foodstuff segment s exist within feckly foodstuff placeplace. As a marketer, they permit to try to opposite segmentation variables, alone and in combination to find out the best(p) and most meaningful way to identify and analyze the market coordinate so it is more easily for marketer to achieve in course market ( Kotler. P et al.2006, 218 ). A seller volition create a separate merchandise program for each buyer as classifying accord to their personal preference. Market segmentation comes before the second step and ternary step, which is market targeting and market positioning in develop idea of targeting market. there are four main major variables to observe in erect to analysis engrossr market segments, which is-( i ) Geographic segmentationGeographic segmentation will be analysing the different geographical such as vicinity, metropolis size, population density and climate. Firms will decide to progress their market into region as one or a few geographic variables match to the geog raphical differences.( ii ) Demographic segmentationDemographic segmentation consists of identifying which variables which intromit age, gender, family sizes, family life cycle, income, occupation, education, religion and nationality. Demographic segmentation is the most popular element for segmentation analysis as conveyr wants and demands are observe throughout the demographic segmentation ( Kotler. P et al.2006, 230 ).( iii ) Psychographic segmentationPsychographic segmentation are shared out into different groups based on socioeconomic, status, values, attitudes and lifestyle grouping and personality. Basically, psychographic segmentation is use to combine with others segmentation variables as to analysis ownr market segments.( iv ) behavioral segmentationBehavioural segmentation that enables buyers to group which are purchase occasion, benefits sought, drug user status, usage rate, allegiance status, readiness stage and attitude towards product. Behavioural variables also trusted as the best starting point to identify the market segments.As mentioned, segmentation is the element for attempt targeted market and effective marketing plans. Thus, a clear picture and a detailed analysis for the market segments enable a firm to decide the marketing strategic in particular segments. Furthermore, a firm back also benefit from the 4-dimensional approach to market segmentation and the affiliated benefits are included disclose matching of customer needs, enhanced profits for business, better opportunities for growth, retain more customers, target marketing communications and lastly, gain share of the market segment. Eventually, a firm decidedly will benefit from the multidimensional segmentation as they adopted it.2.0 Target Market IdentificationKelloggs superfluous K is a lightly toasted, lightly sweetened rice cereal, tall in flavor sort of breakfast cereal. Basically, it contains 7 fundamental vitamins and minerals which are requisite nutrients that be supposed to contains in our breakfast.2.1 Geographical traitsTarget market for the product Kelloggs particular K are basically stressing on the urban city zone. Busyness lifestyle that implement by the residents contribute in none alimentation breakfast taken as their very first meal of the day. Targeting on this particular issue, Kelloggs Special K are specially made-up for the urban residents. As we known, breakfast cereal end be taken rapidly and Kelloggs Special K stark(a)ly satisfy the time deficiencying 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 alone purchasable in nationally but also internationally and it considered as an internationalizations breakfast cereal.2.2 Demographic traitsBasically, Kelloggs Special K is knowing for women who want to take the first step at brea kfast to help manage their shape, yet theres no gender, age, life cycle, occupation, education, religion and nationality barrier. Kelloggs Special K can be consume by all(prenominal)one who is concern all 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(prenominal) income as it is sort of the extravagance 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 high life product as it cost $16.40 for each and it is much 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 deliberate of VALS lifestyles, it involves study that measuring consum ers 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 medium class in socioeconomics, which have luxury income and affordable for Kelloggs Special K. Kelloggs Special K consumers are human being who concern to live out an outstanding, whole and enjoyable lifestyle. They consume Kelloggs Special K as result in they attach importance to the essential vitamins and minerals, which are important as part of a balanced meal.2.4 Behavioural traitsPeople who consume Kelloggs Special K is much concern to health if compare to the others. key and various kind of vitamins and minerals become the major element of the consumption of Kelloggs Special K. In this compressive stressed century, people are also busy until there is insufficient time for them to take a breakfast. Yet, they need a product which sufficiency tind them the nutrients to start up their da ily activity, and this is the advise Kelloggs Special K made for. Most of the consumers reckon that Kelloggs Special K separates the essentials of a breakfast and they trust in taking Kelloggs Special K is way better instead of consume the breakfast which prepared by themselves. Indirectly, it causes 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 packaging of Kelloggs Special K, every single word on that particular packaging has been returned in side of meat spoken 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 into a lot of geograp hic variables all over the worldwide.Demographic traitsAs mentioned, Kelloggs Special K is sufficiency alimentation contained and its an excellent source 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 mediocre 17% sugar, meaning that one 30g serving contains just 5g per bowl, around 1 teaspoon this is much lower than that contained in other breakfast foods and half that contained in toast with jam (Special K Original. 2009) It is also 99% of fat free and especially recommended to the women, who keen to kick start to healthy slant management. A great deal in protein will also give them a boost to their metabolism. A malty taste plays a important part to allure their appetite as consuming an enjoyable breakfast. A perfect health weight managementPsychographic trai tsNowadays, woman and ladies intend to manage their remains 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 satisfied 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.Reference 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 September 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)