Harvard Case - Kellogg Company/eighteen94 capital
"Kellogg Company/eighteen94 capital" Harvard business case study is written by David E. Bell, Damien P. McLoughlin, Natalie Kindred. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : Dec 10, 2017
At Fern Fort University, we recommend that Kellogg Company pursue a strategic partnership with Eighteen94 Capital, leveraging their expertise in the plant-based food space to accelerate Kellogg's entry into this rapidly growing market. This partnership will involve a joint venture to develop, manufacture, and market a portfolio of innovative plant-based products under a new, distinct brand.
2. Background
This case study examines Kellogg Company's strategic decision to enter the rapidly growing plant-based food market. Kellogg, a global leader in breakfast cereals and snacks, faces increasing consumer demand for plant-based alternatives. Eighteen94 Capital, a venture capital firm specializing in plant-based food, provides expertise and resources to help companies navigate this complex and dynamic market.
The case study highlights the key players:
- Kellogg Company: A global food company with a strong brand presence and extensive manufacturing capabilities.
- Eighteen94 Capital: A venture capital firm focused on investing in plant-based food companies.
- Plant-Based Food Market: A burgeoning market experiencing rapid growth driven by consumer trends towards health, sustainability, and ethical consumption.
3. Analysis of the Case Study
This analysis utilizes a framework combining Strategic Analysis (SWOT, PESTEL) and Marketing Analysis (Segmentation, Targeting, Positioning, Marketing Mix).
Strategic Analysis:
- SWOT Analysis:
- Strengths: Kellogg's strong brand recognition, established distribution network, and manufacturing expertise.
- Weaknesses: Limited experience in plant-based food development and marketing.
- Opportunities: Growing plant-based food market, consumer demand for healthier and sustainable options.
- Threats: Intense competition in the plant-based food space, potential for regulatory changes.
- PESTEL Analysis:
- Political: Government regulations on food labeling and ingredient sourcing.
- Economic: Consumer spending patterns and economic conditions.
- Social: Increasing consumer awareness of health and sustainability.
- Technological: Advancements in plant-based food technology.
- Environmental: Growing concerns about the environmental impact of food production.
- Legal: Food safety regulations and labeling requirements.
Marketing Analysis:
- Market Segmentation: Identifying different consumer groups with distinct needs and preferences within the plant-based food market (e.g., health-conscious consumers, flexitarians, vegans).
- Targeting: Focusing marketing efforts on specific target segments based on their needs and preferences.
- Positioning: Establishing a clear and compelling brand positioning for the new plant-based product line, differentiating it from competitors.
- Marketing Mix (4Ps):
- Product: Developing innovative and appealing plant-based products that meet consumer needs.
- Price: Setting competitive pricing strategies that align with the target market.
- Place: Utilizing Kellogg's existing distribution network and exploring new channels to reach consumers.
- Promotion: Implementing a comprehensive marketing strategy that includes advertising, social media, and public relations.
4. Recommendations
- Strategic Partnership with Eighteen94 Capital: Kellogg should form a joint venture with Eighteen94 Capital, combining Kellogg's resources and infrastructure with Eighteen94's expertise in the plant-based food market.
- New Brand Development: Create a distinct brand identity for the plant-based product line, separate from Kellogg's existing brands. This allows for flexibility in product development and marketing strategies.
- Product Development and Innovation: Focus on developing innovative and high-quality plant-based products that cater to diverse consumer needs and preferences. This includes exploring different product categories, flavors, and formats.
- Marketing Strategy: Implement a comprehensive marketing strategy that leverages both traditional and digital channels. This includes targeted advertising, social media marketing, influencer partnerships, and content marketing.
- Distribution Strategy: Utilize Kellogg's existing distribution network and explore new channels, such as online retailers and direct-to-consumer sales, to reach a wider audience.
- Sustainability Focus: Emphasize the sustainability aspects of the plant-based products, appealing to consumers concerned about environmental impact and ethical sourcing.
- Data-Driven Decision Making: Leverage technology and analytics to monitor consumer behavior, track market trends, and optimize marketing campaigns.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The partnership with Eighteen94 Capital leverages Kellogg's core competencies in manufacturing and distribution while addressing the growing market for plant-based foods, aligning with Kellogg's mission of providing healthy and sustainable food options.
- External Customers and Internal Clients: The recommended strategy addresses the needs of both external customers (consumers seeking plant-based alternatives) and internal clients (Kellogg's stakeholders seeking growth opportunities).
- Competitors: The new brand positioning and product development strategy aim to differentiate Kellogg's offerings from competitors in the plant-based food market.
- Attractiveness: The partnership with Eighteen94 Capital provides access to a growing market with high growth potential. The new brand and product development strategy can generate significant revenue and market share.
6. Conclusion
By forming a strategic partnership with Eighteen94 Capital, Kellogg can leverage their expertise in the plant-based food market to accelerate their entry into this rapidly growing segment. This partnership will enable Kellogg to develop and market innovative plant-based products under a new brand, capturing significant market share and driving long-term growth.
7. Discussion
Alternatives:
- Organic Growth: Kellogg could attempt to develop and market plant-based products independently. However, this approach would require significant investment in research and development, marketing, and distribution, potentially delaying entry into the market.
- Acquisition: Kellogg could acquire an existing plant-based food company. This approach would provide immediate access to products, brands, and expertise but could be costly and potentially require integration challenges.
Risks and Key Assumptions:
- Competition: The plant-based food market is highly competitive, with established players and new entrants constantly innovating.
- Consumer Acceptance: Consumer preferences for plant-based foods are evolving, and there is a risk that the new products may not meet consumer expectations.
- Regulatory Changes: Regulations concerning food labeling and ingredient sourcing could impact the development and marketing of plant-based products.
Options Grid:
| Option | Advantages | Disadvantages |
|---|---|---|
| Strategic Partnership | Access to expertise, faster market entry, shared risk | Potential for conflict, loss of control |
| Organic Growth | Full control, potentially lower cost | Requires significant investment, slower market entry |
| Acquisition | Immediate market access, existing expertise | High cost, potential for integration challenges |
8. Next Steps
- Due Diligence: Conduct thorough due diligence on Eighteen94 Capital, evaluating their expertise, track record, and alignment with Kellogg's values.
- Joint Venture Agreement: Negotiate a comprehensive joint venture agreement outlining the terms of the partnership, including ownership structure, investment, and decision-making processes.
- Brand Development: Develop a distinct brand identity for the new plant-based product line, including a name, logo, and messaging.
- Product Development: Initiate product development efforts, focusing on innovation, quality, and consumer preferences.
- Marketing Strategy: Develop a comprehensive marketing plan that leverages both traditional and digital channels to reach target consumers.
- Launch and Expansion: Launch the new plant-based product line in selected markets and monitor consumer response. Based on the initial results, expand distribution and product offerings.
This timeline should be adjusted based on the specific needs and resources of Kellogg and Eighteen94 Capital. By taking these steps, Kellogg can successfully enter the plant-based food market and capitalize on the significant growth opportunities in this dynamic sector.
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Case Description
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world's largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and marketing innovation starting with its first product, Kellogg's Toasted Corn Flakes, which created the cold cereal category. In recent years, however, Kellogg's revenue had declined due to a number of factors, including changing consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had announced investments in three startups as of late 2017. eighteen94 was conceived as a platform for giving Kellogg access to the kinds of skills, products, and ingredients that could help drive future growth. It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg. This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form. Does eighteen94 have the potential to drive the kind of changes and benefits that Kellogg needs?
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