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This article describes how Kelloggs uses marketing research to contribute to the development of its marketing plans.

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Introduction

Marketing for Tomorrow This article describes how Kelloggs uses marketing research to contribute to the development of its marketing plans. The marketing plans of Kelloggs include them being able to continue to grow through the offering of new products whether they be an extension or not and make sure that these products are sustainable in terms of sales and popularity with the target audience. They are also following and responding to the demand for health conscious products, and of course in terms of their position, Kelloggs want to remain the number one provider of cereal products to customers globally. To achieve these things Kelloggs and any other business for that matter should always consider the customer and all aspects of the potential product. This includes finding the pros and cons that different demographics within the audience may find with the product. In order to receive this information Kelloggs must do their market research, this area of marketing informs Kelloggs about the things consumers need, how to design certain products and how to advertise the products. ...read more.

Middle

Quantitative- the last way we are going to mention is quantitative research this is more numerically based and can be more factual and easy to analyse, but just because there are a certain number of people that could possibly purchase the potential product that Kelloggs have to offer it doesn't necessarily mean they will. Marketing for Tomorrow In order for us at Marketing for Tomorrow to show you what marketing entails we decided to set up a questionnaire and have pupils from St. Bernard's Catholic School in High Wycombe answer it here is the scenario. A local secondary school have received a letter from Kelloggs who are offering to sponsor them with �1 000 worth of free products each month. The school, however, now need to find out which products would be most suitable for their students. The idea is that the products will be sold in the school canteen. So the purpose of my research was to find out, what sort of products do the pupils want? How much do pupils currently spend in the canteen? ...read more.

Conclusion

The remaining 30% spent between �5-10 pounds weekly. How often was the canteen used? 42.5% used the canteen every day, 1.5% used the canteen once a week, 1.5% used the canteen once or twice daily and 54.5% used the canteen a couple of times weekly. The most popular product was...... you guessed it Cereal Bars! So from these results it is clear to see that with the �1000 worth of free products from Kelloggs, St. Bernard's should spend it on cereal bars as that was the most popular product from the questionnaire. Marketing for Tomorrow The purpose of this questionnaire is to find out which Kelloggs products would be most suitable for students as these items will be sold on their canteen. Gender Male Female Your Age? 11 12 13 14 15 16 How often to you use the canteen? Everyday Once or twice daily A couple of times weekley Once a week How much do you spend on average in the canteen weekly? �1-3 �3-5 �5-10 Do you currently purchase any Kelloggs products in the canteen? Yes No What sort of Kelloggs Products would you most want to purchase? Cereal boxes Cereal bars Snack bites e.g. Special K Marketing for Tomorrow Information box ?? ?? ?? ?? ...read more.

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