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Essay / Kellogg Case Analysis - 1067
There are more than five healthy breakfast cereal brands that Kellogg must compete with. However, Kellogg's Special K has been able to expand into two specific markets: the weight loss market and the nutrition market. They also offer a variety of cereal flavors, while other cereals have limited options. To improve its position in the market for healthy food choices, Kellogg's must target other specific segments with new features and benefits for those segments. It would be an added benefit if Kellogg's could market its cereals interactively, as it already does with children's cereals.