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Marketing Plan

This research developed a marketing plan for the "Apple Jacks" breakfast cereal product produced by the Kellogg Company. "Apple Jacks" is an appleflavored cereal grain product, which is presugared. In fact, "Apple Jacks" has one of the highest concentrations of sugar of any breakfast cereal product marketed in the United States.

The differential advantages of the product are relative. First, the product has a fruit flavor  apple. For the consumer desiring a fruit flavor without actual fruit, this advantage is real. Second, the product has a high sugar content coating. Presugared cereal products are no longer unique; however, the level of sugar in the coating of this product is higher than that for almost any cereal. This differential advantage can also be a disadvantage with some consumers.

"Apple Jacks" is an existing product (it has been on the market for approximately 10 years, and is but one of many of the cereal brands produced by the Kellogg Company). Thus, additional investment with respect to product development and production is not required. Renewed emphasis on the promotion of the product, however, will require an increased investment in marketing approximating $500,000 dollars for the next product year. It is anticipated that this investment in marketing will produce a sales increase of $10 million, and an operating profit increase of one million dollars in the next product year.

The purpose of this research is to develop a marketing plan for the "Apple Jacks" breakfast cereal product produced and marketed by the Kellogg Company. "Apple Jacks" is a fruitflavored cereal grain product. It does not contain actual pieces of fruit in the product. "Apple Jacks" is also a presweetened cereal product. Thus, in addition to the sugar used in the production of the cereal flake, the product is covered with a coating largely comprised of sugar.

Covered in the situational analysis are (1) the situational...

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Marketing Plan. (1969, December 31). In LotsofEssays.com. Retrieved 11:51, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1680823.html