Unit 3 Introduction to marketing
Merit criteria 1
M1 – Compare marketing techniques used in marketing two products in two
organisations
Kellogg’s and Nestle both have spent years developing their brand awareness, in both cases
it has been very successful.
Marketing technique only used by one organisation – Kellogg’s decided after the success of
the original release of Special K, they would extend the brand by producing new products,
such as Special K Fruit Crisps and Special K Low Fat Granolai. Nestle didn’t expand Maggi ‘A
Natural Choice because the product itself was already a brand extension of Maggi; Maggi ‘A
Natural Choice was filling in the gaps that hadn’t been covered by Maggi (they had already
covered all the areas they could expand to).
Marketing techniques used by both organisations – Kellogg’s and Nestle both use the
following marketing techniques, the reason that they used almost all the same techniques
to market their product is because the way they wanted to engage customers is similar;
they both had a very specific set target group, Special K had previously been released and
wasn’t doing as well as it could’ve done and Maggi ‘A Natural Choice is a brand extension of
Maggi.
Growth strategies, to build the company to do bigger things than it used to do
Branding, used on all their products for people to be able to easily identify them
Brand building and positioning, building up the brand to increase the value of shares
Relationship marketing, identifying groups of people to market to, to increase the
amount of “valuable” customers they have
Growth strategies were also used in a similar way by Kellogg’s as they did to expand the
brand, they introduced new ranges of products that already exist to try and ensure that they
covered the tastes of as many people as they could, this is done to increase profits. Maggi ‘A
Natural choice similarly did the same; they created new flavours to add to the existing range
of products.
Branding is used by both Kellogg’s and Nestle in a similar way, they both use their brand
name as a forefront for the product. Kellogg’s and Nestle are both parent brands to Special
K and Maggi ‘A Natural Choice. A parent brand is the original brand before it has branched
off to develop new products, figure 1 shows 10 different parent brands (including Kellogg’s
and Nestle). Special K features a recognisable font and is red, this helps people know what
brand it is without having to read the words. Maggi ‘A Natural Choice features the already
known Maggi logo with the ‘A Natural Choice underneath it. Both Kellogg’s and Nestle have
designed their products with their own logos for the same reason; to make the products
easily recognisable, so consumers know the high quality to expect from the product.
Brand building and positioning has been used by Kellogg’s and Nestle in different ways.
Nestle has faced controversies concerning some of products under the Maggi brand name,
which means Nestle has had to try turn it around by building up the brand to be more
natural (which is why Maggi ‘A Natural Choice was created). Special K never faced
controversies so theoretically they started off at a higher starting point than Maggi ‘A
Natural Choice did, meaning that it didn’t have many hurdles to overcome and they could
spend more time developing the product to be successful.
Merit criteria 1
M1 – Compare marketing techniques used in marketing two products in two
organisations
Kellogg’s and Nestle both have spent years developing their brand awareness, in both cases
it has been very successful.
Marketing technique only used by one organisation – Kellogg’s decided after the success of
the original release of Special K, they would extend the brand by producing new products,
such as Special K Fruit Crisps and Special K Low Fat Granolai. Nestle didn’t expand Maggi ‘A
Natural Choice because the product itself was already a brand extension of Maggi; Maggi ‘A
Natural Choice was filling in the gaps that hadn’t been covered by Maggi (they had already
covered all the areas they could expand to).
Marketing techniques used by both organisations – Kellogg’s and Nestle both use the
following marketing techniques, the reason that they used almost all the same techniques
to market their product is because the way they wanted to engage customers is similar;
they both had a very specific set target group, Special K had previously been released and
wasn’t doing as well as it could’ve done and Maggi ‘A Natural Choice is a brand extension of
Maggi.
Growth strategies, to build the company to do bigger things than it used to do
Branding, used on all their products for people to be able to easily identify them
Brand building and positioning, building up the brand to increase the value of shares
Relationship marketing, identifying groups of people to market to, to increase the
amount of “valuable” customers they have
Growth strategies were also used in a similar way by Kellogg’s as they did to expand the
brand, they introduced new ranges of products that already exist to try and ensure that they
covered the tastes of as many people as they could, this is done to increase profits. Maggi ‘A
Natural choice similarly did the same; they created new flavours to add to the existing range
of products.
Branding is used by both Kellogg’s and Nestle in a similar way, they both use their brand
name as a forefront for the product. Kellogg’s and Nestle are both parent brands to Special
K and Maggi ‘A Natural Choice. A parent brand is the original brand before it has branched
off to develop new products, figure 1 shows 10 different parent brands (including Kellogg’s
and Nestle). Special K features a recognisable font and is red, this helps people know what
brand it is without having to read the words. Maggi ‘A Natural Choice features the already
known Maggi logo with the ‘A Natural Choice underneath it. Both Kellogg’s and Nestle have
designed their products with their own logos for the same reason; to make the products
easily recognisable, so consumers know the high quality to expect from the product.
Brand building and positioning has been used by Kellogg’s and Nestle in different ways.
Nestle has faced controversies concerning some of products under the Maggi brand name,
which means Nestle has had to try turn it around by building up the brand to be more
natural (which is why Maggi ‘A Natural Choice was created). Special K never faced
controversies so theoretically they started off at a higher starting point than Maggi ‘A
Natural Choice did, meaning that it didn’t have many hurdles to overcome and they could
spend more time developing the product to be successful.
