Pob marketing small business administration essay

This kind of study looks for to investigate the marketing strategy of Kenlee’s & Company Food Limited (KCCL). This good cereal maker prides by itself on using a quality product and an insurance policy of adding customer satisfaction initially. The importance from the marketing blend, market research, opponents, substitutes and customer satisfaction most impact on the strategy adopted by KCCL. The impact of branding as well as the various choices available to the marketing office will be reviewed and the Honest responsibility KCCL owes to its consumers will be featured.

Explanation of the Organization

Kenlee Food & Company Limited (KCCL) was founded in 1987 as being a privately owned family organization. The company is definitely involved in the development and advertising of cereals. In1997 it took on a spouse to provide more capital. Also, it is a limited legal responsibility business. This medium sized organization employs 50 persons. It really is financed simply by loans, personal savings and investments through its partnership with its community business partner Erica’s Country Styled Honey Roasted Peanuts.

KCCL is located off the Sir Solomon Hochoy Freeway close to the Presal fly-over. That plans to get the leading vendre of cereals in the Caribbean and thereafter the international market.

Firm of the Marketing Department

Corporation of the Advertising Department

Marketing Administrator: “

The Marketing Director is responsible for the cereal marketing and also the money and loss in his section. Advertising Manager: – The Advertising

Manager runs the whole means of advertising intended for KCCL. The procedure begins via market research and finally leading to you see, the sales. Advertising at KCCL is based on the image the company tries to represent. In this case, the business is concerned about producing a cheap, quality, nourishing and tasty product. Sales Manager: – Sales Managers are responsible intended for sales. Their role involves arranging, motivating and leading revenue teams. They are really responsible for the combined performance of the group. At KCCL, Sales Managers are responsible pertaining to:

¢Recruiting and training revenue staff

¢Supervising, encouraging and monitoring team overall performance

¢Allocating areas to sales business owners

¢Setting budgets/targets

¢Liaising with customers which includes actual providing (Wholesalers, Retailers)

¢Keeping abreast of what competitors are doing

Market Research

Consumers differ upon many dimensions- taste, requirements, and anticipations. Managers as a result need to ensure that their item satisfies these kinds of tastes. Researching the market is for that reason very important to expose customer demands. Before this is often done the actual customers had to be identified. This can be done by either:

¢Targeting the entire population

¢Segmentation (geographical, behavioral or perhaps demographics)

¢Niche promoting

KCCL features chosen to goal the whole inhabitants.

At the provider’s recent launch of its new product. KCCL chose to segment themarket applying demographics to spot its consumers. Characteristics such as age, profits, occupation or perhaps education may be used to divide the citizenry. In theintroduction of the new Granola Bar, era was used to distinguish the target human population. The age groups were:

¢3-14years

¢15-35years

¢36 and more mature

The marketing manager recognized the demands of these groups with respect to their nutritional demands. The (3-14years) group mentioned that these personsneeded proper nourishment in order to encourage healthy growth and development. The (15-35 years), included students and persons “on the go. The (36years and over), were persons who did not need to consume as much. This kind of group’s mainconcern was dedicated to the maintenance with their health. The study of these segments identified a market for a nutritious meal-Kenlee’s Crunchy Bar was the result.

Cost

Price are an important facet of the promoting mix which must be regarded as. The price a product or service is sold at is dependent on the following: –

¢The pricing goal the company sets to get itself

¢The demand for the product

¢Cost sustained in production, marketing and syndication

The merchandise characteristics

Prices is very competitive as there are several other identical companies with whom KCCL has to take on. KCCl’s prices are based on cost plus indicate up. KCCL has selected a Market leadership objective. The aim is to increase their share from the market.

Opponents

The market is incredibly competitive. There are four main companies that sell the same products. See pie graph and or chart which reveals the percentage from the market held by these cerealmanufacturers.

Substitutes

Substitutes certainly are a threat to the company. This kind of occurs when there is in existence items thatcan replace it. There should be qualities which the product demonstrates that pinpoints it fromothers, if possible.

Sales Forecast

The following table reveals a revenue forecast to get KCCLs products. This was primarily based onhistorical documents of product sales for the past five years.

ProductUnits/Mth (000)Retail Price ($ per unit)

Cereal1000$2. 00

E Flakes200$2. 55

Whole wheat Thins1500$15. 25

Chaveta Flakes100$13. 40

Branding and Packaging

The Cereals developed are brand name under the name KCCL and it is a well known brand. The merchandise carries a exclusive red and white company logo of the firm. Branding is usually veryimportant because it allows consumers to identify the item of a particular manufacturer. Branding issues incorporate:

¢Brand name selection

¢Brand name extension

¢Brand sponsor

KCCL’s release of it is new product, Kenlee’s Crunchy Bar was under its present brandname. This kind of name continues to be established in the minds of consumers like a quality cereal. Ithas for that reason chosen a line expansion strategy as its product features similar features to their present goods. KCCL deals its products applying attractive foil packaging. The labeling carries thecompany’s colors to get immediate recognition. The colors utilized for the logo are definitely the colorsof the nation flag of Trinidad and Tobago. Data given for the packaging includes:

¢Nutritional details

¢Ingredient

¢Expiry date

KCCL ‘s Price Strategy

Their technique is to to have market-share command to ensure their continued your survival andexistence. They have chosen to promote its products with the lowest possible cost in order to capturea large reveal of the industry.

Place

The method by which the item gets to the consumers is known as channels of distribution. KCCL has a fleet of vehicles to hold its products. It also subcontracts delivery invery considerably geographical areas. Many tiny retailers purchase directly from the centrally locatedoffice. Delivery is created twice every week by vessel to Tobago. Promotion Combine

Kenlee Food & Business Limited (KCCL) advertises that products by using print, car radio and tv set. In-store displays are sponcered by local businesses. The selling of KCCL’s goods are completed through, sales meetings, sales pitches and incentive programs. KCCL products will be promoted by using coupons and product samples. Additionally, it promotes its products through challenges.

Government Rules

The Bureau of Standards sets the standards in Trinidad and Tobago in terms of qualityand workmanship of goods. Some requirements include: ¢Products must be classed

¢All ingredients identified

¢The value added duty (VAT) should be included in labelling of the value

¢Information must also always be written in English

Technology

KCCL uses high mechanization which will reduces costs. All machinery used by KCCL isvery effective and this improves productivity with the company. Record keeping iscomputerized.

Buyer Complaints

KCCL offers two client complaint office buildings; one is located at its brain quarters and the other in Tobago. KCCL addresses almost all complaints and has a 3 day response policy.

Ethical Concerns

¢Ingredients stated for the labeling and advertising of products is exact and not deceiving

¢Correct declaration of sales to get taxation.

¢Proper removal of squander

¢Money laundering to hide illegal organization transactions

KCCL provides maintained the motto of obtaining good legal and honest business requirements

Conclusion

Key to success of Kenlee’s & Company Cereal Limited are:

1 ) Quality products.

2 . Good customer service.

3. Great distribution channel.

some. High moral and organization standards.

1

Tweet