Product Life Cycle and Micheal Portal's 5 Forces of Kellogg Company

1.0 Introduction Kellogg Company is the world’s leading producer of breakfast cereals and convenience foods. The total worldwide sales of Kellogg had achieved $11 billion (£5.5 billion) in the year of 2006. Kellogg becomes the biggest selling grocery brand in England in the year of 2006, with the sales of more than £550 million. Its product of Rice Krispies, Special K and Nutri-Grain, whilst some of its brand characters, like Snap, Crackle and Pop, are the most famous products in the worldwide.

Notable, in order to stay competitiveness around the world, corporate social responsibility become the benchmark to Kellogg Company because company must exercises its social conscience in specific dealings with customers and stakeholders. Besides that, people want information about a company’s record on social and environmental responsibility to help them decide which companies to buy from, invest in, and work for. That’s means that all Kellogg’s business aims are set within a particular context or set of ideals. Therefore, Kellogg’s business or brand is demonstrated through the promotion of healthy living.

The product of Nutri-Grain had been created by Kellogg in 1994 in order to meet the needs of busy people and convenient format. Concurrently, the product of Nutri-Grain show how Kellogg identified the problem and overcame it by the way to re-launch the brand and return it to growth into the market. In the other way, it can be annotated as a company’s positioning and differentiation strategy must change as the product, market, and competitors change over the product life cycle (PLC) (Kotler & Keller, 2012).

2.0 The product life cycle of Nutri-Grain

The product life cycle is the model that represents a sales pattern for a product over a period time. It shows the revenue by a product from the stage of introduction to eventual

decline. There are four stages to the product life cycle: introduction, growth, maturity, and decline (Kotler & Keller, 2012)....