Brands that needs to identify the segmentation, targeting, and Essay

Brands that needs to identify the segmentation, targeting, and positioning strategy - Essay Example Kellogg cornflakes are the popular breakfast cereals in Hong Kong which became more familiar with breakfast cereals. In busier lifestyles it makes a good choice for quick and healthy breakfast. In 2013, breakfast cereals were expected to enjoy high growth prospects of 9%. In the year 2012 the growth of industry was down due to economic downturn in the country. The brand Alphen is very popular in Hong Kong for breakfast cereals. The product it deals with was chocolates. It expanded its brands with breakfast cereals like muesli bars and cereals. The brands have created an image on the mind of customers. It also includes improving customer’s perception about the brand and to be informed about the product that are to be launched. The brand also requires a good understanding of competing products and the benefits of targeted market. The products basically target those customers who have busier lifestyles as well as the children. It is a good source of nutrients for both children and adults. The brands have a variety of products for the consumers and they can choose any one of the products. The products are comparatively less costly than Kellogg corn flakes. It has different groups of customers to target (Proctor, 2013 pp. 75-88). This helps to group the customers into segments that have a common need and will response in marketing actions. It offers alternate growth and profit opportunities. The brand focuses on the characteristics such as age group of the customer for making segmentation among the customer group. It has also focused in the customer’s lifestyle and everyday busy schedule which make this brand very popular among them. The brand has different products for different age groups. Kellogg has a very dominating position in breakfast cereals, accounting from 71% to 72% value shares in 2012 and 2013. The company is present in the country with huge variety of products as well as with efficient and distribution network. Consumers can easily find

Final exam Essay Example | Topics and Well Written Essays - 2000 words - 4

Final exam - Essay Example On the subject of externality there is the aspect of Negative Externality and it involves both the consumer and the producer who collectively neglect the environment and what implications their activities have on the environment. It could also involve one of the two parties leaving the other out of consideration; for example when a producer releases a harmful product into the market and it results into the death of a consumer. This is one scenario that has been satisfied by the tobacco company. The health effects (lung cancer) of smoking to both the active and passive smokers cannot be over emphasized. The medical bills that the smoker incurs in the course of treatment is substantial and then there is the pain endured during ones illness and the ultimate price is the loss of life. Regardless of these hazardous effects, the cigarette industry continues to thrive over financial gains from the sale of its product. In the United States, the Food and Drug Administration (FDA) has controlled the tobacco company through the regulation of their products. It has done this by: restricting the advertising and promotion of tobacco products and this has worked to promote healthy living since the public is less aware of the existence of the product. It has banned all tobacco products which are flavored like fruits and candy and this has made them less attractive to minors and individuals with refined tastes. The companies are barred from purporting any reduced risk products and this has played the role of reducing the number of new smokers or prospective ones. It requires the companies to fully disclose the health effects of their product, the contents and any changes they might have made; with this knowledge in the public eye, the consumers are empowered with information. The disadvantage that comes with these legislations is that the sale of the product is still legal so long as the relevant companies abide by them. The