Pop-tart Mini’s

Pop-tart Mini’s

Karie StrangewayOlga ShevchenkoMadelyn SchnierleDave SchneckErik Gosselink

Marketing Plan By:

Kellogg Company is the world’s leading producerof cereal and a leading producer of conveniencefoods, including cookies, crackers, toasterpastries, cereal bars, frozen waffles, and meatalternatives.

Pop Tart Mini’s

• Kellogg’s newest line of cereal• Similar to a Pop Tart pastry • Size of frosted mini wheat's• Flavoring is on the outside• Crunchier than the original Pop Tart pastry• Sold in 13.5 or 18 ounce boxes• Box will have the same appearance as the pastry

Product

Kellogg’s is already a big name in the cereal industry and Pop Tart Minis will fit in great with the Pop Tart family.

• Convenience good• Consumer good• Non-durable good

Nutrition Facts

• High in calcium • More fiber from whole

wheat• More vitamin C & A• Made with similar

ingredients as Pop Tart pastry

• Made with real strawberries

NAICS & Industry Assessment

• Pop Tart Minis fall under breakfast cereal manufacturing code– 311230

• 2.7 billion packages of cereal are sold each year• Kellogg’s market share for 2008 was about 33%• General Mills market share is 25%

Environmental Factors

• Regulatory/Legal concerns– FDA

• GRAS

– Labeling• Nutrition panel• Ingredient declarations

• Economic trends and concerns– Healthier products– KGNC

Environmental Factors (cont.)

• Environmental concerns– Cost and availability of energy and water– Impact on agriculture and water quality– Biodiversity– Climate change concerns

• Technology concerns– Leased green facility – LEED Certified– Retrofitting into existing facilities

Environmental Factors (cont.)

• Social concerns– Healthy fast paced lifestyles– Obesity

• Competition concerns– General Mills– Nestle– Quaker– Generic brands

Segmentation AnalysisDemographic Age Groupings

5 to 6

7 to 10

11 to 13

14 to 18

19 to 25

26 +

Target Market7-10

Target Market11-13

5 - 619 - 25

14 - 18

26 +

Target Market

• Target Market– 7 to 13 years of age

• BMI– Associated with eating cereal daily

• Puberty– Boys 8 to 13– Girls 10 to 15

• Economy– Parents– Middle income households

Price

• Competition pricing– Varies greatly– Ranges $.122 to $.625 per ounce (18 oz box)

• Strategy– Penetration pricing– Attract new customers– Gain market share

• Price– $.26 per ounce– $4.69 per 18 oz box

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Price Comparison

Price

Per

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Distribution

*Everywhere Kellogg’s Products Are Sold*

• Intensive distribution strategy– Grocery/Discount Stores– Convenient Stores– Pharmacies

• Displayed on 3rd or 4th shelf– Placed around eye level– Increase customer exposure

Promotion

• Introduction stage/Gain awareness• TV advertising

– Family oriented channels• Sales promotions

– In store samples– Coupons

• Mail advertising– Direct mail– Newspapers

Thank You!