Product Development and Brand Management of Kelloggs Assignment Answer
Product Development and Brand Management
1) Critically discuss how effective has your chosen FMCG brand/firm been in applying the principles of brand vision to its brand positioning about the competition.
The Kellogg’s brand vision is focused on providing an enriched and delights global food. (Du Preez, 2018). The organization is focused on how to would be able to provide a better set up of delivering its promise and possibilities to its customers. The company brand vision also includes how there can be a mindful and committed ideal, that can help to provide a better dedication to the employees, customers, and stakeholders. The brand position itself to promote the environment by exercising a better sustainable practice.
The brand is positioned itself as a healthy product and an enjoyable cereal breakfast. The product is shown as an edge in slimming down and positions itself in providing a control over the nutrition (Flint, 2016). The product has also positioned itself as a customer purchase decision aimed at purchase a decision that aims at deriving psychological and physical benefits from the given product. It even positions itself in the mindset of the customers as, by prolong use of the product can help in deriving more benefits, focuses on the improvement in health and makes a loyal customer base.
The brand vision and the positioning have directly impacted its competition, by creating a distinguishing product, and have impacted the customer in terms of the physical and the psychological effects of the benefits derived from the given product. The product has also been able to edge and provide a better support system in terms of the profit potential brand and growth in market share (Chernev, 2018). The direct competition is affected due to the brand vision and position as follows:
Dieting trends: As per the recent consumer trends, how the cereal has better aimed at controlling weight and also losing it. The posting is directed to impact consumer behavior augments and derived benefits in the target market selection (Heding, 2015).
The popularity of Health food: The product is known to be healthy food, which has aimed at making themselves as a purchasing functional food.
Dealing with the obesity levels: The product has also aimed itself in the target markets which are obese or overweight, to make the customer realize their worth and derive a better positioning (Flint, 2016).
Grocery shopping: Making itself a breakfast cereal that contains all the essential nutrients has helped in creating an edge in the demand and the existing distribution channel of grocery chains. This has impacted the consumer behavior where one can see being visually appealing and readily available would help to sell out more.
The brand vision and positioning has certainly aimed at providing a better edge over its competitors.
3) How it compares with direct competition to your brand.
Kellogg’s bowl of cereal has been considered as a "visual center point" that is been sold extensively in the brand’s portfolio market. The brand has so far known as a “cereal” ambassador and with the better brand architecture, it has placed the Kellogg’s as a central to the category leader. It certainly related to the direct competition, with the brand as now only it has provided an edge in the contemporary and having a clean new look, but the brand is correctly been recognized as a valuable brand. It has provided an edge that could distinguish the brand as a simplified new designed product and aimed to provide better clarity (Rosenbaum-Elliott, 2015). The brand architecture has also aimed at making the brand distinguished from its packaging providing valuable information such as nutrition insights, facts, and constructive information. The direct competition is been sent a message of renovating the brand with their staple product "cereal". It does not miss out on the outlook of the muddled and mixed messaging, which would lead to losing its identity (Kelley, 2015). The product aims at providing a distinguishing identity by being labeled as “natural grains”, and it includes in-depth information about the production aimed at the cereal. The overall strategy with the direct competition speaks a volume about the brand and helps in providing distinguishing identity. It also speaks how the brand has been known to create a robust and an ability to grow and adapt (Veloutsou, 2017).