Kellogs Perceptual Positioning

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According to brand research, most of the cereals brands do not meet the required nutritional standard due to their high sugar content. A report by the Food Standards Agency stated that most of the cereals such as Rice Krispies are also laden with salt which is a health risk for hypertension (Ludwig, 2012). The competitor brand such as Quaker Oatmeal is perceived to embrace a high nutritional value courtesy of its numerous health benefits. According to the survey by the FSA, oats are a source of cholesterol-lowering soluble fiber (Decker, 2014). Additionally, the brand ranked low in the low in the hypoglycemic index thus contributing to its good nutritional profile. It is even said to be a good meal for the diabetic patients. However, according to the survey by the Consumers organization, most of its consumers are not satisfied with the taste quality as depicted in the map.

Shredded wheat, on the other hand, had a good nutritional profile among the consumers due its low cholesterol content. This made preferable to the consumers who want to accelerate their weight losing program. Above all, the product outshined Quaker oatmeal regarding the taste rankings. Cap n Crunch aside strategizing in the advertisement were also not left out in the taste rankings. The product is very high in sugar hence a good taste and was a favorite among the kids. The high caloric content, however, makes it rank low when it comes to the nutritional benefits profile.

Post Raisin Bran product of the Ralcorp had a balanced profile. It is an excellent source of fiber but a high caloric content which pulls down on its nutritional value index. However, low caloric content made it surpass products such as frosted flakes. Cheerios on the other hand which is one of the earliest breakfast cereals proved to be equally nutritious and tasty as well. The brand low saturated fat content and cholesterol level in addition to the delicious taste made it a favorite among the consumers. It also has a good fiber content and dietary vitamins and minerals making it’s a perfect choice for the consumer who want to maintain a nutritional balance (Ludwig, 2012).

Fiber one topped in the ranking pertaining the nutritional benefit. According to statistics from the Nutritional Facts and Analysis for Cereals most of the consumers ranked the product highly in terms of providing their dietary fiber needs, vitamins and minerals as well. This made it competitive against the other firms in the market in terms of nutritional benefits. Frosted flakes have a good appetizing taste and a high nutritional value hence was perceived well in the market by the health conscious consumers. Indeed, product positioning as depicted by the illustration of the various brands in the cereals industry clearly portrayed the interplay of the different cereal brands in maintaining the market position regarding the product taste and nutritional benefits. The company’s ranking determine its image and position in the company thus assisting in strategizing. Above all, analysis of the market positioning helps the firms withstand the competition in the market by identifying where their competitor stand.

References

Kotler, P. (2011). Kellogg on branding: The marketing faculty of the kellogg school of management. A. M. Tybout, & T. Calkins (Eds.). John Wiley & Sons.

Tybout, A., & Calder, B. J. (2010). Kellogg on marketing. John Wiley & Sons.

Ludwig, D. C., & Ludwig, J. A (2012). of Health and Nutrition Claims.

Decker, E. A., Rose, D. J., & Stewart, D. (2014). Processing of oats and the impact of processing operations on nutrition and health benefits. British Journal of Nutrition, 112(S2), S58-S64.