• The product is a lightly toasted breakfast cereal, made from rice and wheat. The USP is the focus on it being a healthy alternative to other breakfast cereals
• The competitors are food companies that are manufacturing cheaper options (e.g. Tesco Special Flakes)
• The target market is health-conscious women in the 25–45 age range
• The packaging is simple and stylish to appeal to the target market. The striking red K catches the customer’s eye
Price • The product is sold for approximately €4.60 for a 550 g box
• Tesco Special Flakes are €1.79 for 500 g. However, Kellogg’s is associated with quality and the target market are willing to pay more for it
• The target market is likely to be young professional women with enough income to pay extra for a product they want
Place
• Kellogg’s is a global business and its products, including Special K, are sold in more than 180 countries
• Special K is sold in most supermarkets and grocery shops across Ireland
Promotion • Special K is promoted using television and magazine adverts aimed at the target market
• The product links itself to healthy lifestyle messages
• Kellogg’s teamed up with TV3’s Xposé programme (including tv3.ie, 3player and social media) to promote Special K to its viewers. These promotions allowed Kellogg’s to reach Special K’s target market. Prizes, including weekend breaks and cash, were sponsored by Special K. Xposé also recorded a broadcast from Special K’s Dare to Wear Red fashion show in Dundrum Town Centre, Dublin
A The marketing mix
In pairs, go to page 101 of your Activities and Accounts Book to apply the marketing mix to an existing product or service of your choice.
