• Research Paper on:
    Marketing Keebler (Kellogg) Cookies

    Number of Pages: 7


    Summary of the research paper:

    A 7 page paper discussing use of the marketing mix to enhance cookie sales at Kellogg. This paper differs from another of the same name in that the only "p" of the marketing mix discussed is that of place. Includes a SWOT analysis. Bibliography lists 7 sources.

    Name of Research Paper File: CC6_KSmktgCook2.rtf

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    Unformatted Sample Text from the Research Paper:
    The cookie category has been stale for some time, in part because of consumers choice of lower-priced private labels during hard economic times, in part because of greater  awareness of rising obesity rates in the US. Kellogg acquired Keebler just as this trend was emerging (Gallun, 2002); the company now needs to greatly increase sales in the  category. Current Situation One European publication states that cookie sales in the US are more than only strong (Cookie sales soaring in the  US, 2002), but US-based sources find nothing in the cookie market to cause celebration. Eder (2003) summarizes US conditions: "A stagnant market and a shifting consumer preference for  healthier snacks has the cookie industry in a slump" (p. 33). In the past, trends such as "miniature cookies, convenience snacks and premium flavors" (Eder, 2003; p. 33) had  preserved competitors market shares, but lack of innovation in the meantime is blamed at least in part for declining sales. In the past, Keeblers reclosable bags were enough to  increase sales Keeblers packages, 2001). Edoardo Savazzini, assistant brand manager for Archway, notes that in difficult economic times, suppliers are more likely to  seek to alter items not part of their primary product line, in an effort to ensure that they do not lose sales for reasons such as consumers preference for small  cookies over standard sized ones (Eder, 2003). And these certainly have been difficult economic times. The $4 billion cookie market grew only  one percent in dollar sales, but it declined one percent in unit sales (Eder, 2003). This reflects overall sales, in all outlets excluding Wal-Mart. In the drug channel, 

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