Pob Marketing Sba Essay

This study seeks to investigate the commercialise go forthline of Kenlees & community cereal restrict (KCCL). This triumphful cereal grass producer prides itself on having a integral tone harvest-festival and a policy of place node satisfaction first. The importance of the selling mix, make outet research, competitors, substitutes and customer satisfaction completely impact on the strategy choose by KCCL. The impact of branding and the diverse choices available to the selling department forget be discussed and the Ethical responsibility KCCL owes to its customers go out be highlighted.Description of the BusinessKenlee Cereal & Comp both Limited (KCCL) was founded in 1987 as a privately owned family channel. The fraternity is involved in the cropion and merchandiseing of cereals. In1997 it took on a partner to tender more capital. It is withal a contain liability business. This medium sized friendship employs 50 persons. It is financed by loans, person al nest egg and investments through its partnership with its local anesthetic business partner Ericas terra plaste inflammationa Styled Honey Roasted Peanuts. KCCL is located withdraw the Sir Solomon Hochoy Highway close to the Presal fly-over. It plans to become the steer exporter of cereals in the Caribbean and thereafter the international market. administration of the merchandise DepartmentOrganization of the selling DepartmentMarketing Man senescer The Marketing Man bestrider is obligated for the cereal marketing and besides the profit and loss of his department. advertize Manager- The AdvertisingManager oversees the whole process of advertising for KCCL. The process begins from market research and fin on the wholey leading to the f existent gross revenue. Advertising at KCCL is base on the image the family seeks to portray. In this case, the company is concerned about producing a cheap, quality, alimentary and tasty product. sales Manager- gross revenue Manager s atomic number 18 responsible for sales. Their role involves organizing, actuate and leading sales aggroups. They be responsible for the combined performance of the team. At KCCL, Sales Managers are responsible forRecruiting and training sales staffSupervising, motivating and monitoring team performance solelyocating areas to sales executivesSetting budgets/targetsLiaising with customers which includes actual selling (Wholesalers, Retailers)Keeping abreast of what competitors are doingMarket ResearchCustomers differ on many dimensions- taste, needs, and expectations. Managers so need to ascertain that their product satisfies these tastes. Market research is therefore very big to reveal customer needs. Before this can be through the potential customers had to be identified. This is done by eitherTargeting the whole population sectionalisation (geographical, behavioral or demographics)Niche marketingKCCL has elect to target the whole population.At the companys recent gear up of its innovative product. KCCL chose to segment themarket apply demographics to localize its customers. Characteristics such as age,income, occupation or education can be apply to divide the population. In theintroduction of its new Granola Bar, age was employ to site the target population.The age groups were3-14years15-35years36 and olderThe marketing tutor identified the needs of these groups with respect to their nourishmentary needs. The (3-14years) group indicated that these personsneeded proper nutrition in order to promote whole growth and development. The (15-35 years), included students and persons on the go.The (36years and over), were persons who did not need to eat as much. This groups mainconcern was focused on the maintenance of their health. The study of these segments identified a market for a nutritious meal-Kenlees Crunchy Bar was the result. costPrice is an important aspect of the marketing mix which essential be considered. The price a product is sold at is dependent on the following-The pricing objective the firm sets for itselfThe demand for the productCost incurred in production, marketing and distributionThe product characteristics determine is very competitive as there are quadruple other exchangeable companies with whom KCCL has to compete with. KCCls prices are base on cost plus mark up. KCCL has chosen a Market leadership objective. The aim is to increase their share of the market.CompetitorsThe market is very competitive. There are four major companies that sell the same products. pull in pie chart which shows the percentage of the market held by these cerealmanufacturers.SubstitutesSubstitutes are a threat to any company. This occurs if there is in existence products thatcan alternate it. There needs to be qualities that the product exhibits that identifies it fromothers, if possible.Sales ForecastThe following get across shows a sales forecast for KCCLs products. This was based onhistorical records of sales for the past five years.ProductUnits/Mth (000)Retail Price ($ per unit)Cereal1000$2.00K Flakes200$2.50Wheat Thins1500$15.25Coco Flakes100$13.50 stigmatization and PackagingThe Cereals produced are branded below the name KCCL and it is a well know brand.The product carries a distinctive red and white logo of the company. stigmatisation is veryimportant because it allows consumers to identify the product of a particular manufacturer. flawing issues includeBrand name extractBrand name extensionBrand sponsorKCCLs launch of its new product, Kenlees Crunchy Bar was under its gift brandname. This name has been established in the minds of consumers as a quality cereal. Ithas therefore chosen a line extension strategy since its product has similar features to its present products. KCCL packages its products using attractive foil packaging. The packaging carries thecompanys colors for immediate identification. The colors used for the logo are the colorsof the nation thole of Trinidad and Tob ago.Information given on the packaging includesnutritional informationIngredientExpiry viewKCCL s Price StrategyTheir strategy is to to have market-share leadership to ensure its continue survival andexistence. It has chosen to sell its products at the lowest possible price in order to capturea large share of the market. positioningThe method by which the product gets to the consumers is called channel of distribution.KCCL has a fleet of vehicles to transport its products. It alike subcontracts delivery invery far geographical areas. umpteen small retailers buy directly from the centrally locatedoffice. Delivery is made twice periodical by boat to Tobago. Promotion fuseKenlee Cereal & Company Limited (KCCL) advertises it products by the use of print,radio and television. In-store displays are sponcered by local businesses. The selling of KCCLs products are carried out through, sales meetings, sales presentations and incentive programs. KCCL products are promoted by the use of coupons and product samples. It also promotes its products through contests.Government RegulationsThe Bureau of Standards sets the standards in Trinidad and Tobago in terms of qualityand workmanship of products. around standards include Products must be denominateAll ingredients identifiedThe value added tax revenue (VAT) must be included in labelling of the priceInformation must also be written in faceTechnologyKCCL uses high mechanization which reduces costs. All machinery used by KCCL isvery efficient and this increases productiveness of the company. Record keeping iscomputerized.Consumer ComplaintsKCCL has two consumer billing offices one is located at its theme quarters and the other in Tobago. KCCL addresses all complaints and has a three day chemical reaction policy.Ethical IssuesIngredients stated on the labeling and advertising of products is accurate and not misleading adapt declaration of sales for taxation.Proper governing body of wasteMoney laundering to oblite rate illegal business transactionsKCCL has maintain its motto of having good legal and honest business standardsConclusionKey to success of Kenlees & Company Cereal Limited are1.Quality products.2.Good customer service.3.Good distribution channel.4.High ethical and business standards.