NEW BRAND STRATEGY Based on the challenge identified, regarding to the customer concerns over consumer health and wellbeing and the high sugar content contained in breakfast cereal products, as a strongly recognised brand, for great nutritional value, Kellogg’s ‘Special K’ requires implementing a brand extension and functional positioning strategy, in which the company can extend the existing brand to a new category, with the same name, and solve customer issues through providing tangible benefits. A new ‘Special K for Kids’ brand extension, enables Kellogg’s to provide a product of great nutritional value to consumers, children, whilst being viewed by customers, parents, as a beneficial product of purchase. A multidimensional marketing strategy, …show more content…
Based mainly on distinctive, semiotic attributes of the brand such as design, colour, size, images, smell and others, these enable the ‘Special K for Kids’ brand to attract children as major the consumers. Additionally, the CPM type enables to develop brand loyalty from the customers, who are not necessarily the consumers of the new brand extension, although the buyers of the brand. The marketing campaign considers rational, cognitive and systematic aspects, such as healthy and nutritional qualities, and great value for money, to develop brand loyalty from parents, and further purchase the product brand based on child influential preferences. This brand extension expects to develop brand equity via an IMC strategy to consumers, from aspects including personal messages, large audience reachability, a high level of interaction, and a large degree of credibility towards the targeted audience (Kitchen & De Pelsmacker, 2004). Media advertising through television commercials enables the product brand to reach a large audience scope and develop a high amount of credibility among consumers. Although this marketing channel does not appear as personable, it does develop greater responsiveness and higher credibility from child consumers, rather than
...e my competition brand will gain more customers since teenagers nowadays want to appear youthful but mature. Recognizing the tweens as being unbeneficial and reducing these customers, we will lose market share but still improves effectiveness.
When I found out I qualified to be a candidate for the NJHS, I knew I had to take this chance. This group is made up of people who depict leadership, character, citizenship, academic success, and service and I would love to join. These characteristics wouldn't just be valuable for a candidate to have, but for everyone to have to exceed in life. If I were to be in the National Junior Honor Society, it would give me an opportunity to ameliorate my future and motivate me to do better.
In “The Fish” by Elizabeth Bishop, the narrator attempts to understand the relationship between humans and nature and finds herself concluding that they are intertwined due to humans’ underlying need to take away from nature, whether through the act of poetic imagination or through the exploitation and contamination of nature. Bishop’s view of nature changes from one where it is an unknown, mysterious, and fearful presence that is antagonistic, to one that characterizes nature as being resilient when faced against harm and often victimized by people. Mary Oliver’s poem also titled “The Fish” offers a response to Bishop’s idea that people are harming nature, by providing another reason as to why people are harming nature, which is due to how people are unable to view nature as something that exists and goes beyond the purpose of serving human needs and offers a different interpretation of the relationship between man and nature. Oliver believes that nature serves as subsidence for humans, both physically and spiritually. Unlike Bishop who finds peace through understanding her role in nature’s plight and acceptance at the merging between the natural and human worlds, Oliver finds that through the literal act of consuming nature can she obtain a form of empowerment that allows her to become one with nature.
Both 1984 and The Handmaid’s Tale are dystopian novels, however, these books are a lot more complex than mere portrayals of dystopia, it can be argued that they are explorations of dystopia rather than mere portrayals. In order to explore dystopia, many themes must be considered, such as; feminism, love and repression. Nonetheless, it is apparent that human characteristics are the driving point of the two novels, predominantly, the depiction of human resilience. In an imperfect world, it is important to have certain qualities which, if plentiful, it can mean success, whereas if it lacks, it can mean failure, this characteristic is resilience. The protagonists in each novel, Winston in 1984 and Offred in The Handmaid’s Tale face situations which leave them both in disarray, and both even consider suicide. The authors tentatively highlight human resilience, its limits and most importantly its strengths into the two novels.
Summary on Article, “Pubic Attitudes Toward the Youth Marketing Industry & Its Impact on Children”
As a young graduate student who never been to Congress, Woodrow Wilson criticized the founding fathers on the separation of powers. Between his first book, Constitutional Government, in 1884, and his second book, Constitutional Government in the United States, in 1908, Wilson shifted his position on important structural features of the constitutional system. The first changed Wilson did in Constitutional Government, was to define the term “constitution” which he ignored in his first book. Second, Wilson focused his study on the presidential power defined by the constitution and third he also realized that external forces are now shaping American politics more than the intentions of the founders.
The Kilachand Honors College is a perfect fit for me because I am intellectually curious. I am extremely motivated to learn, but I would like to help others succeed as well. The various group assignments will be beneficial because I will be able to experience perspectives of students from different backgrounds because we all have similar goals. Together, I am confident we will solve challenging problems by implementing ideas from the different group members because our motivation to succeed will allow for high performing groups. These exercises will allow me to experience new perspectives from others within this honors college, and furthermore, I will create connections with my peers that will be beneficial for future career opportunities. The Kilachand Honors College presents an excellent opportunity by teaching me new approaches
Religion’s chief functions include: a system of explanation and justification for morality. Religion in society provides us with a sense of purpose, security, morality, and obedience. This impacts every society because, as Pojman stated, “it legitimizes social mores, morality itself, as well as rituals for the dedication of children, rites of passage, marriage, and the passage from death to the beyond” (Pojman 1). This gives an accurate explanation of the different cultural traditions and views that exist worldwide.
Has it ever crossed your mind what exactly is that makes people relate to each other? Whether its simple things like food and music or more complex things like language and religion, the feeling of being part of something gives us a sense of satisfaction, and common ground. Humans have an inevitable need to belong. However when those factors that make people interconnect with each other becomes distorted, the results can be catastrophic. In this essay I will discuss the how the genocidal events that took place in the U.S. with the Native Americans, the Belgian Congo, and German South West Africa were carried out and why elements of exploitation, racialization, identity, and inferiority played a role in them.
In the visuals above it is apparent that both are South African TV news broadcasts linking to theme of oppression and minority over majority. There are many similarities that are seen in these visuals. Both of these visuals have a portrait of two very different objects, the one on the left is of an oppressed alien. The one on the right is a man named P.W. Botha who was an oppressor, dictator and cruel president of South Africa during apartheid. So one visual shows the oppressed in District 9 and the other shows the oppressor during apartheid.
Second, marketing Objective is to promote our products to children and their parents as tasty, yet heart-healthy, to fit the needs of each of the two defined target segments. Expand product line to fit the changing needs of the 13-18 year old consumers (Camenzind and Umscheid, 2016).
Hill & Associates Brief History Founded in 1992 with headquarters in Hong Kong and Singapore, we are a risk mitigation consulting firm that helps clients to understand and manage operational risks in opaque, dangerous or unfamiliar markets. We are a multidisciplinary organization; our staff of over 200 full time employees includes lawyers, accountants, bankers, military and law enforcement officers, certified fraud examiners, forensic accountants, intelligence officers, computer forensic special-ists and corporate intelligence analysts, all with significant international experience. We were acquired by G4S plc, the world's largest commercial security company, in 2009.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
When I think about Kellogg’s target market for their classic corn flakes to me the marketing is simple. A wholesome product for your family, a breakfast staple for many homes for many years. In recent years Kellogg has marketed corn flakes to the average American family of 4 or more with middle and upper middle class income, and a busy lifestyle. A big opportunity for them has been the fact that this generation of US consumers are concerned more than ever about healthy food, we also have very hectic lives. So touting corn flakes as a healthy breakfast that is quick is a perfect way to appeal to a variety of families. In 2012 they launched a campaign geared towards reminding consumers about the simplicity of the ingredients in their oldest brands, one of them corn flakes with only 4 ingredients. Jogging the memories of consumers that they have always been a healthy, easy delicious choice for breakfast. Reiterating that this is not a new concept for Kellogg’s, but one they have been valuing for 100 years. Communicating to families that they know the modern family has a busy life and not much time for a healthy breakfast, corn flakes satisfies that need. The colors they use on their corn flakes box even accentuate this idea. The three colors green, red and yellow all represent different things to consumers. Green represents the environment, nature and organics. Red indicates energy, and a sense of urgency. Lastly, yellow signifies sunshine energy and happiness (Coffin, 2011). They also subtly target children with these three bright colors in a simple almos...
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.