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SOMETHING TO CROW ABOUT!
Kellogg’s success Product Management: Branding, Life Cycle, Pricing, and Mix
0422 Marketing Principles
TOPIC OR UNIT OF STUDY
Skill Set: Product Service Management, Marketing Information Management
CONTENT STANDARD(S) AND OBJECTIVE(S)
Marketing Principles #6 Product/Service Management—Explain the nature and scope of the
product/service management function; Identify the impact of product life cycles on marketing decisions;
Describe use of technology in the product/service management function; Explain business ethics in
product/service management; Identify consumer protection provisions of appropriate agencies; Explain
the concept of product mix
Marketing Principles #7 Product/Service Management—Describe factors used by marketers to position
products/services; Explain the nature of product/service branding; Explain the nature of corporate
branding
Marketing Principles #11 Marketing Information Management—Describe the need for marketing
information; Identify information monitored for marketing decision-making; Explain the nature and
scope of the marketing-information management function; Explain the role of ethics in marketinginformation management; Describe the use of technology in the marketing-information function;
Describe the regulations of marketing-information management; Describe the nature of marketing
research; Discuss the nature of marketing research problems/issues; Describe methods used to design
marketing research; Describe options businesses use to obtain marketing-research data; Discuss the
nature of sampling plans; Explain characteristics of effective data-collection instruments; Explain
techniques for processing marketing information; Explain the use of descriptive statistics in marketing
decision-making.
INTRODUCTION
Business success relies on product service management. Students will look at product life cycles, and
how marketing may change through different stages. Students will examine how Kellogg’s has
maintained their brand strength in a rapidly changing market place through marketing research and
product development. Students will utilize the MBAresearch.org website for product/service
management background.
ESSENTIAL QUESTION
How has the extension of the Special K brand been a global success story?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
Students will utilize Internet for research (including the mbaresearch.org website). Students will
complete various activities that will help them plan, structure, and write a technical report in a style
taught I BCA and English classes. Students will develop entrepreneurship skills by working
independently on mbaresearch.org site, and completing assignments in a timely, efficient manner.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will select Kellogg product for research and participate in brainstorming sessions within their
teams.
TASK(S)
Students will access mbaresearch.org and the following:
 Nature and Scope (PM:001) (PM LAP 17) (SP)
 Life cycle (PM:024) (SP)
 Technology (PM:039) (SP)
 Ethics (PM:040) (SP)
 Consumer protection (PM:017) (SP)
 Product mix (PM:003) (PM LP3) (SP)
As a group, students will brainstorm products made by Kellogg’s. After brainstorming session, students
will access www.Kelloggcompany.com/ and compare their list with the product mix offered by Kellogg’s.
This site will provide them the history of Kellogg’s and its continued success as the world’s largest cereal
producer.
Students will continue research of the Kellogg’s corporation on The Times 100 website
(businesscasestudies.co.uk) covering all aspects of market research, product life cycle, product
positioning, product mix, etc. *Select case studies tab, select by company, Kellogg’s. Students will
interact with website to complete a variety of activities (questions, answers, case studies) covering:
 Communications Skills
o Devising a communications plan
o Building a better workplace through motivation
 Promotion
o Using promotion to boost sales and brand value
 Marketing planning
o Using aims and objectives to create a business strategy
 Branding (product and corporate)
o Using promotion to boost sales and brand value
o Building a brand in order to sustain its life cycle
o Using new product development to grow a brand
o Revitalizing a valued character
o Re-branding a Corporate Image
 Product life cycle
o Extending the product life-cycle
 Market research
o New products from market research
 Channel Management
o Supply chain from manufacturing to shelf
o

http://businesscasestudies.co.uk/business-theory/marketing/creating-strategies-that-meetcustomer-needs-the -marketing-mix.html#ixzz1zD6Q5XnW
o Study of the four P’s of a Marketing Mix, plus activities
RESOURCES
http://statesconnection.mbaresearch.org
www.Kelloggcompany.com/
TECHNOLOGY USE
Internet research (sites listed above).
EVALUATION
Students will complete each activity within every case study, print their responses, and check for
accuracy. Grades will be recorded regularly. Students will compile all exercises into individual files in
preparation for final evaluation.
For the final evaluation of this project, students will prepare a summary report about the Kellogg’s
company, making sure that all questions were identified and answered in their own words. They may
use their files developed from the above activities, to prepare this report. A rubric will be used to grade
this report.
TIMELINE: 45-minute sessions; 8-period day
Approximately 20 class sessions.
CONCLUSION
Upon completion of this project, students will be able to talk about the impact of product life cycles on
marketing decisions, explain the concept of branding, and identify or explain how the extension of
product brands may contribute to a business global success.
Business Report Rubric
0422 MARKETING
PRINCIPLES
POOR - 1
AVERAGE - 2
GOOD - 3
EXCELLENT - 4
Sections are
poorly organized
and some are
missing. A few
formatting errors
exist.
All required sections
are included but one
or two are poorly
organized. One
formatting error
exists.
All required sections
are included but one
needs to be organized
better. No formatting
errors exist.
All required sections are
included, and each is
effectively organized. No
formatting errors exist.
Introduction
Does not provide
adequate
background and
does not convey
purpose or
report’s form.
Introductory
information is
adequate but needs
development and
clarity.
Introductory
information is clear
and professionally
developed.
Introduction is excellent:
it’s clear, engaging, and
thorough.
Data Analysis and
Results
Data is not
relevant for
purpose;
presentation and
interpretation of
results are
inaccurate.
Data is relevant but
presentation and
interpretation of
results need work.
Data is appropriate
and relevant;
presentation and
analysis of data is
good.
Data is appropriate and
very relevant;
presentation and
analysis of data are
professional, thorough,
engaging, and
sophisticated.
Conclusions are
pertinent, realistic,
evidence-based, and
detailed.
Conclusions are
excellent.
Report Format and
Organization
Conclusions
Visual Supplements
Grammar
Mechanics
Sentences and Style
Unclear and not
connected to the
report’s data.
Not pertinent,
realistic, or detailed.
No visual
supplements such
as tables or
graphs are
included.
Two supplements are
included and provide
valuable information
but warrant more
thought AND editing.
Two supplements are
included and provide
valuable information
but warrant more
thought OR editing.
Two supplements are
included and provide
valuable information
that is clear,
professionally presented,
and insightful.
Numerous
grammatical
errors exist and
impede meaning.
Some grammatical
errors exist but
generally don’t
impede meaning.
Few grammatical
errors exist and don’t
impede meaning.
No grammatical errors
exist.
Report has
numerous
punctuation,
spelling, or
capitalization
errors.
Report has some
punctuation, spelling,
or capitalization
errors.
Report has a few
punctuation, spelling,
or capitalization
errors.
Report has no
punctuation, spelling, or
capitalization errors.
Sentences contain
numerous errors
and impede
meaning. Style is
not concise or
professional.
Sentences contain
some errors but don’t
impede meaning.
Style is generally
concise and
professional, but some
additional editing is
warranted.
Sentences contain
few errors that don’t
impede meaning.
Style is concise and
professional. Both
sentences and style
are good.
Sentences contain no
errors and are diverse
and sophisticated. Style
is concise and
professional. The report
has clearly been edited
and proofread numerous
times.