Kellogg’s® Special K® Target Market Report Essay

IntroductionAs we know eat is one of our daily meals, it is the first meal of the day. However go up to this modern era we eat out the lifestyle to makeup our breakfast itself more enjoyable and healthily. Due to the enough alimentation contain in the breakfast cereal, nowadays most of the people are concentrate on it as taking it for breakfast. In this report, Im going to segment on breakfast cereal indus savor base on the combination of geographical, demographic, psychographic and behavioral variables. I would like besides select one production from the industry itself and describe how the product is positioned. The product that I have been chosen is Kelloggs supererogatory 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 ways into groups regarding to their needs, characteristics or behaviour. Market segments exist within feckly trade. As a marketer, they have to try to different class variables, alone and in combination to find out the best and most meaningful way to identify and analyze the market construction so it is more easily for marketer to achieve in ancestry market ( Kotler. P et al.2006, 218 ). A seller leave create a sort out marketing program for each buyer as classifying according to their personal preference. Market segmentation comes before the second step and third step, which is market targeting and market positioning in develop idea of targeting market. There are four main major variables to observe in order to analysis codr market segments, which is-( i ) Geographic segmentationGeographic segmentation will be analysing the different geographical such as region, metropolis size, population density and climate. Firms will go down to progress their market into region as one or a few geographic variables according to the geographical differences.( ii ) demographic segmentationDemographic segmentation consists of identifyi ng which variables which include age, gender, family sizes, family life cycle, income, occupation,education, religion and nationality. Demographic segmentation is the most popular element for segmentation analysis as consumer wants and demands are observe passim the demographic segmentation ( Kotler. P et al.2006, 230 ).( iii ) Psychographic segmentationPsychographic segmentation are divided into different groups based on socioeconomic, status, values, attitudes and lifestyle grouping and personality. Basically, psychographic segmentation is use to combine with early(a)s 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, engagement rate, loyalty 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 el ement for attempt targeted market and effective marketing plans. Thus, a clear picture and a detailed analysis for the market segments enable a blind drunk to decide the marketing strategic in particular segments. Furthermore, a firm can also benefit from the multidimensional approach to market segmentation and the committed benefits are included better matching of customer needs, enhanced profits for business, better opportunities for growth, retain more customers, target marketing communications and lastly, gain partake in of the market segment. Eventually, a firm definitely will benefit from the multidimensional segmentation as they adopted it.2.0 Target Market IdentificationKelloggs limited K is a lightly toasted, lightly sweetened rice cereal, high in flavor sort of breakfast cereal. Basically, it contains 7 fundamental vitamins and minerals which are substantial nutrients that be supposed to contains in our breakfast.2.1 Geographical traitsTarget market for the product Kel loggs finical K are basically stressing on the urban city zone. Busyness lifestyle that implement by the residents closure in none alimentation breakfast taken as their very first meal of the day. Targeting on this particular issue, Kelloggs Special 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 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 nationally but also internationally and it considered as an internationalizations breakfast cereal.2.2 Demographic traitsBasically, Kelloggs Special K is designed for women who want to take the first step at breakfast to help manage their fake, yet theres no gender, age, life cycle, occupation, education, religion and nationalit y barrier. Kelloggs Special K can be consume by bothone 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 appeal $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 strong as the ingestion for their breakfast. Therefore, regarding to the study of VALS lifestyles, it involves study 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 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, sizeable 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. Fundamental 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 too busy until there is insufficient time for them to take a breakfast. Yet, they need a product which sufficiency provided them 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 breakf ast and they trust in taking Kelloggs Special K is way better instead of eating the breakfast which prepared by themselves. Indirectly, it forms a fountain 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 sublime 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 English language printed on it as English is the common language in Australia. as well as 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 secern into a lot of geographic variables all over the worldwide.Demographic traitsAs mentioned, Kelloggs Special K is sufficiency alimentation contained and its an excellent antecedent of 7 vitamin s 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 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 weight management. A great deal in protein will also give them a boost to their metabolism. A malty taste plays a important section to allure their appetite as consuming an enjoyable breakfast. A perfect health weight managementPsychographic 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 att ract 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 schnozzle 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. 2 006. 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)