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