Applied Concepts in Building Brand Value: Kellogg’s Special K
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A Special Recognition for Special K MKT325-1203B-02 Consumer Behavior Fundamentals Phase 1 Individual Project Sabrina Mergenthaler Colorado Technical University Online Professor Justin Rudick August 27, 2012
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Applying BAV principles to evaluate and approach the development of a marketing plan for Kellogg's Special K.
Transcript of Applied Concepts in Building Brand Value: Kellogg’s Special K
A Special Recognition for Special KMKT325-1203B-02 Consumer Behavior
FundamentalsPhase 1 Individual Project
Sabrina MergenthalerColorado Technical University Online
Professor Justin RudickAugust 27, 2012
WHO IS SPECIAL K?• Lightly Toasted Cereal
• Introduced in 1956
• Rice and multi grains
• Low-Fat
• Variety of products
• The Special K Challenge
• Fitness Tips
• Giveaways
• Trackers
WHO IS SPECIAL K FOR?
• The Red Dress Campaign
• Women
• Health-conscious
• Shape-Conscious
• Moms
• Age:20-45
• Serious about weight loss
THE BRAND ASSET VALUATOR
SPECIAL K & THE BAV
• Promises of Special K• Support
• Convenience• Quality• Popularity• Challenges• Contests
• Giveaways• Gatherings• Awareness
• Family-friendly• Empowering
• Solution to cravings
Different, Relevant, Esteemed, Known
INFLUENCING THE BUYER
• Three C’s-Competition-Consumers
-Change
• Developing strategy for Improvement
• Roll with the times
• Establish a bigger market
REFERENCES
Brand Asset Valuator. (n.d.). 12manage. Retrieved from http://www.12manage.com/methods_brand_asset_valuator.html
Buyer Types. (n.d.). M.U.S.E. Consumer Behavior Fundamentals. Colorado Technical University. Retrieved from
http://coursebuildercontent.careeredonline.com/Assets/30000/23199.pdf
Consumer Behavior and its Role in Marketing. (n.d.). M.U.S.E. Consumer Behavior Fundamentals. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT325/p1/hub1/3298.pdf
Evans, M., Jamal, A., Foxall, G., (2009). Consumer Behaviour. 2nd ed. Pg. 26. West Sussex. EN. John Wiley & Sons Ltd. Publication
Special K. (n.d.). Retrieved from Special K. (n.d.). Retrieved from http://www.specialk.com
