Your team has been hired by the Kellogg company to develop a new cereal for a
specific market. Your group will have to think about, research and provide a full rationale
for all your ideas (i.e., you will need to explain why you are making the
recommendations you’ve made and prove why they will be successful).
“Kellogg is the original plant-based food company offering an unmatched portfolio of
favorite foods to drive holistic wellbeing” (Who, n.d.).
Your team is now tasked to develop key parts of a strategy that brings the new Kellogg
cereal, to market strategically and profitably.
 YOUR GROUP ASSIGNMENT IS WORTH 25% OF YOUR FINAL MARK.
 THIS MAJOR GROUP ASSIGNMENT IS SPLIT UP INTO FOUR PARTS:
o OUTLINE: due before 11:59 p.m. on Friday, Feb. 17, via Moodle – worth
3%
o PART 1: due before 11:59 p.m. Friday, Mar. 17, via Moodle – worth 5%
o PART 2: due before 11:59 p.m. Thursday, Apr. 6, via Moodle – worth 10%
o PART 3: Group Presentations in class on Tuesday, Apr. 11 – worth 7%
 THIS IS A GROUP PROJECT AND AS SUCH, SOLO SUBMISSIONS WILL
NOT BE ACCEPTED.

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(Hartley, 2022)

Article: Kellogg Splits into Three Companies
Organizations never sit still for very long. Before you know it, there is a new
product/service rival, or new company, or change in supply chain, or change in consumer
demands. Since we know change is inevitable, the challenge for marketers is to be aware
of the environment and know where their company is strong and weak. Where are the
opportunities? What are the threats? What companies want to take their market share?
Often these environmental changes, combined with revised corporate strategies, cause an
old, established company to split into separate entities in order to better serve the market
and shareholders. For example, last year, Johnson & Johnson announced it will break into
two companies serving (1) consumer health products and (2) pharmaceuticals. General
Electric will split into three companies to serve (1) healthcare, (2) power, and (3) aviation.
The most recent example of a large conglomerate breaking into separate companies is
Kellogg. Kellogg is the latest large company to announce it is splitting businesses into
separate entities. The North America cereal business will be around $2.4 billion in sales;
the plant-based foods business at $340 million in sales; the global snacks business is the
largest at $11.4 billion (and was 80% of Kellogg’s sales last year).
Each of these businesses faces different environmental factors, and of course markets its
products to different segments. In this case, cereal is stable, plant-based is growing but
with increasing competition, leaving snacks as a large and growing segment.
Breaking Kellogg into independent companies will help it focus on distinct strategic
priorities and opportunities in each of the three markets. Snacking is a higher-growth
market than is cereal. Plant-based foods are growing overall, but need attention. And all
three companies face increasing competition not only from established companies such as
General Mills and Mondelez, but also new companies building more plant-based and
natural food products. (Hartley, 2022)
Your Task

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You have been hired as marketing consultants by Kellogg to develop a new cereal idea
and prepare a strategy to appeal to a new target market.
With its recent division into separate companies and growth in the plant-based food
industry, Kellogg has decided to hire an outside advertising agency to develop the plan
and strategy for a new cereal to appeal to plant-based conscious consumers.
Your group assignment is to create the idea and strategy for a new Kellogg cereal that
will appeal to vegan consumers, aged 20 – 34.
You are expected to find and use concepts learned from our course as well as resources
outside of our textbook. Doing secondary research will be helpful. Being resourceful and
creative is encouraged.
This assignment has been divided into parts, each with its own deadline. Be sure to
follow the instructions closely to include all pertinent information for each deadline.
You must cite all external sources of information, including our textbook using APA
citation.
When completed, the written assignment will include:
 Executive Summary
 Title Page
 Table of Contents
 Group Contract and Resume
 Analysis (SWOT, Marketing Mix, Customer Persona through Segmentation,
Perceptual Map)
 Recommendations
 Bibliography
Executive Summary
This is a brief section at the beginning of your report, which will pique the reader’s
interest, perhaps with one or two of your recommendations from your group.
When I read the executive summary, I should get an understanding of your entire report
without the fine details.
This should be concise and usually one page or less and placed after the title page but
before the table of contents.
The executive summary will ONLY be included with submission of part II of the
assignment (i.e. the full written report).

Title Page
(Make it attractive. Remember this is Marketing and Packaging sells)
Name of the Assignment

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Group members’ names, student numbers, and email addresses (You may also choose
a name for your consulting group)
Professor’s Name
Submission Date
Course Name and Code
A title page must accompany ALL written submissions (outline, part I and part II).

Table of Contents
To include major and minor headings with accompanying page numbers (please include
page numbers within the body of your assignment).
A table of contents must accompany ALL written submissions (outline, part I and part II).
Outline: Group Contract and Resume
The outline allows you to get to know your group members and get on the right track for
the assignment. The outline should include a title page, table of contents and the
following:
a.) A group contract. This contract can be brief (1-2 pages) but must include the
expectations being set forth as a group, the guidelines you all intend to adhere to, and the
performance requirements for each member. These are the parameters your group is
setting for the course of the assignment (i.e. when you plan to meet virtually, how you
plan to complete the assignment, duties of each group member, programs you may use,
etc.).
b.) A group resume form. This form must also be filled out and included within your
outline. This chart highlights each group member’s background, skillset and strengths
and may be a good tool to use in determining roles for the group contract. There is a
form template in Moodle to use.
Analysis
This section is the real "body" of your assignment. The main concern here is: how can we
meet the needs of our audience? Be imaginative but be reasonable! The analysis is
broken into two parts with separate deadlines.
PART I: An environmental scan is often a component of this section – in this case, a
SWOT analysis.
Your grade will depend on the quality of the ideas and solutions as well as your ability to
identify the reasoning behind it. In other words, your rationale is just as important as the
idea. In fictitious assignments, we cannot test your answer to see if it will work. This
means that you must ensure that your analysis is clear, concise, and complete.

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You must also ensure that the reader can easily follow your analysis by organizing the
content appropriately. The use of sub-headings for sections within the analysis is strongly
recommended and is often helpful for the reader.
Please include the following sections within your analysis section:
a.) SWOT Analysis [A Template is included below]
The marketing environment includes anything that influences or is influenced by
decisions that are made to facilitate an exchange. Using the forces of the micro- and
macro- environment, review the current marketing environment for the current cereal
offerings of Kellogg’s (not your new product).

Part II:
b.) Marketing Mix
Developing a Marketing Mix for the new Kellogg’s cereal to be sold to a new audience:
Product
Your new Kellogg’s cereal product will need a new idea and accompanying brand.
Explain all details for what it is including: the name, ingredients, look, packaging, size,
and more. Provide a rationale for all your ideas, including why you’ve chosen them
(based on research). Why does your product appeal to the target audience?
Price
Determine the retail shelf price and sale price for your new Kellogg’s cereal that meets
your new target market’s needs (for the purpose of this exercise, cost and profit
requirements are not necessary but you may include any additional pricing information
you have). Again, provide a rationale for all your ideas and recommendations relating to
the price.
Place
Determine all the channels of distribution for where you think this product should be
offered (please note that for purposes of this exercise, the market will be domestic only
i.e. inside Canada). Be sure to provide a rationale for your decisions. Please include
more information than simply saying “grocery stores”.
Promotion
Do your best to present some promotional ideas that you will use to communicate to your
target market. Include the key messaging and media to be used. Tools may include:
advertising, sales promotion, public relations, direct marketing, etc. Include the idea for
HOW you will promote the product (i.e. don’t just say we will place TV ads. What is the
message in the ad? How will it speak to the audience? What stations are best-suited to
reach your audience?). Include at least one visual mock-up to demonstrate the message
and mode of promotion.
Be sure to provide a rationale for your ideas and plan with respect to promotion.
c.) New Customer Persona
A customer persona is a fictional character created to represent a group of customers
that might use a service, brand, or product in a similar way.

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In this section of the assignment, your group will demonstrate your understanding of
segmenting the overall market and how the new product will appeal to its target audience.
Using the four bases of segmentation, describe the ideal customer for the new Kellogg’s
cereal using as much detail as possible by creating a persona. Who is the perfect person
for this new product?
1. Demographic (expand on vegans, aged 20-34)
2. Geographic
3. Psychographic
4. Behavioural
NOTE: Your group will have to have your ideas worked out for the new Kellogg’s cereal
brand/product prior to determining your ideal customer (i.e. if the new product will have a
luxury price tag $15.00 per box, a typical price tag $5.00 per box or whatever you decide,
you should be looking at the demographic, psychographic and behavioural characteristics
of a person who is willing to spend or will only spend that amount on cereal).
d.) Positioning
Placing the product offering in the minds of the target consumer with the right messaging
requires a strong positioning. Marketers often prepare perceptual maps that show
consumer perceptions of their products vs. competing products on important buying
dimensions.
In this section, your group will develop a perceptual map per the following:
 Include a perceptual map with two axes using features that are important to the
customer (some ideas may include: Low/High calories, Low/High Price, Low/High
Perceived Quality, Low/High sugar contents). Show where your cereal fits with
other competitive products.
 Please include a minimum of 7 competing cereal products.
 Provide a brief explanation of your findings.
 Ensure that you research and accurately support your competitive product
mapping.
 See our textbook for details on positioning and perceptual mapping.
Sample:

MKT 1204 – Major Group Assignment W2023

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Recommendations
Once you have analyzed the existing market, the new target audience, the marketing mix
and how it compares to the competition, your group should state what you feel is the best
advice to provide Kellogg’s for launching the new plant-based cereal. As you’ve already
included a promotion section, your recommendations should be actionable advice for
implementation and delivery. This section can be succinct to wrap up your thoughts for
the overall strategy.
Works Cited (bibliography)
Detailed list of all information used for the assignment. You are encouraged to do
additional research outside of the textbook, but make sure to cite your sources using
APA formatting.
http://www.plagiarism.org/citing-sources/whats-a-bibliography/
Please use APA 6 formatting citing your work inside the body of the text, against
the bibliography provided.
https://libguides.library.usyd.edu.au/c.php?g=508212&p=3476096
This assignment is subject to the School of Business spelling and grammar policy,
whereby you will receive a 2% deduction for each unique spelling, punctuation and
grammar error, up to a maximum of 20% of your final grade. It is imperative that you
spellcheck and proofread your assignments before submission. Please adhere to
Canadian spelling rules (i.e. behaviour, favourite, colour, etc.).

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DEADLINES & GRADING
Your group case assignment is worth 25% of your final grade. ONE student will submit on
behalf of the group:
DEADLINE #1: OUTLINE – DUE BEFORE 11:59 P.M. ON FRIDAY, FEB. 17 VIA
MOODLE (3% OF TOTAL)

The outline allows you to get to know your group members and get on the right track for
the assignment. The outline should include a title page, table of contents and the
following:
a.) A group contract.
b.) A group resume form.
Assessment – 3% of total grade:
The outline will be marked out of 10 (5 marks per section).
DEADLINE #2: PART 1 – DUE BEFORE 11:59 P.M. FRIDAY, MARCH 17 VIA
MOODLE
(5% OF TOTAL)
The Part I document will not be a complete paper, but a starting point with of a road map
to determine how the assignment will be completed. Your group should have the overall
format laid out, and your SWOT analysis completed. Part I must include a title page and
table of contents.
Assessment – 5% of total grade:
Format
Title Page [1 mark]
Table of Contents [1 mark]
Style, Format [2 marks]
Bibliography: APA 6 must be used [1 mark]

5 marks

1. SWOT analysis (25): must include rationale for all points included. 25 marks
Spelling and Grammar Errors Please note that this assignment is subject to the School of
Business spelling and grammar policy, whereby you will receive a 2% deduction for each unique
spelling, punctuation, and grammar error, up to a maximum of 20% of your final grade.
Total: 30 marks
Evaluated at: 5%

MKT 1204 – Major Group Assignment W2023

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DEADLINE #3: PART 2 – DUE BEFORE 11:59 P.M. FRIDAY, APRIL 7 VIA MOODLE
(10% OF TOTAL)
Part II is the Complete and Final Paper, which must include all information from Part I as
well as the remainder of the assignment:
Assessment – 10% of total grade:
Format
Title Page [1 mark]
Table of Contents [2 marks]
Executive Summary [5 marks]
Bibliography: APA 6 must be used [2 marks]

10 marks

1. Analysis: (SWOT – will not be remarked but should be included),
Marketing Mix (35), Customer Persona (20), Perceptual Map (15)
2. Recommendations (10)

80 marks

Spelling and Grammar Errors Please note that this assignment is subject to the School of
Business spelling and grammar policy, whereby you will receive a 2% deduction for each unique
spelling, punctuation, and grammar error, up to a maximum of 20% of your final grade.
Total: 90 marks
Evaluated at: 10%

PRESENTATION – GROUP PRESENTATIONS IN CLASS TUESDAY, APRIL 11
(7% OF TOTAL)
Assessment – 7% of total grade (see marking rubric on Moodle):
All group members MUST participate in the presentation.
PRESENTATION STRUCTURE
 Presentation style (not reading)
 Group (shared equally)
 Presentation flow

/15

INFORMATION PRESENTED
 Introduction
 Presentation visuals
 Body of material
 Recommendations (thorough, valid, in line with marketing analysis)

/30

OVERALL IMPRESSION
 WOW factor

/5

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Total: /50
Evaluated at: 7%

Questions? Please email me to discuss as a group, including all members in the email:
[email protected]

Please note: the Cambrian College Academic Integrity Policy is in full effect.
Failure to adhere to the Policy will result in the following penalties:
First Offense: A student who commits an act of Academic Dishonesty for the
first time receives a zero for the specific test or assignment.
Second Offense: A student, who commits an act of Academic Dishonesty for
the second time, whether in the same course for the first offense or in a different
course, receives an F grade (0%) in the course.
Third Offense: A student who commits an act of Academic Dishonesty for the
third time, regardless of the course involved, receives a suspension from all
College programs and/or courses for two years.
Further Offenses: In the event that the College re-admits a student to a
program after a two-year suspension for Academic Dishonesty, and in the event
that such a student commits an act of Academic Dishonesty once again, the
student receives a further two-year suspension from all College programs or
courses.
[No Late submissions – Email me if you are experiencing issues]

Works Cited

Hartley, S.W. (2022, August 3). Kellogg Splits into Three Companies. Kerin & Harley
Marketing. https://kerinmarketing.com/2022/08/03/kellogg-splits-into-three-companies/
Who We Are. (n.d.) Retrieved January 8, 2023, from
https://www.kelloggs.com/en_US/who-we-are.html