Published on February 17, 2014
BRAND CATEGORIES BY THE PRODUCTS MADE BY… UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa Carolina Ramirez Camilo Romero Julieth 2014
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 2.2 USING THE CASE STUDY AND THE KELLOGG’S WEBSITE (HTTP://GOO.GL/RHSUQJ) PRESENT THIS BRAND CATEGORIES WITH ALL THEIR PRODUCTS MADE BY KELLOGG’S. As a group we visited and sailed by Kellogg's web site is highlighted as a company that is positioned on 5 continents, handling different categories and products in each of them, this depends on the type of market that is handled in each region. Imagen 1: Distribución de KELLOG´S a nivel mundial
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 BRAND CATEGORIES BY THE PRODUCTS MADE BY… We found that in the USA and in the UK a greater number of categories are handled. Which will highlight later in a table. Imagen 2: Categorías de Marcas y productos en Estados unidos. http://www.kelloggs.com/en_US/home.html We note that care category with each segment running a marketing, advertising and a different positioning for each product category leader. The Website generally find that the products grouped into 2 major categories: • Cereal • Snack Imagen 3: Categorías de Marcas y productos en el Reino Unido UK http://www.kelloggs.co.uk/en_GB/home.html#prevpoint
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 BRAND CATEGORIES BY THE PRODUCTS MADE BY… Kellogg's also handles line registered trademarks and sub products that change for different flavors and ingredients. Imagen 2: Categorías de Marcas y productos en Colombia http://www.kelloggs.com/en_US/home.html In Colombia we find only the cereal category, with 28 products in distribution. Remember who brought several brands as a special edition to test whether our Colombian market would be feasible and some handle bars as RiceCrispis ChocoCrispis and were withdrawn from the market.
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 Cereal Toaster Pastrie BRAND CATEGORIES BY THE PRODUCTS MADE BY… Biscuits Bars Warm Breakfast Crackers Crips Fruit Flavoured Snacks Table 1: Brand Categories by the products made by KELLOGG´S New Products
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 HOW DO YOU APPLY “LOGISTICAL VALUE PROPOSITION” THAT APPEARS IN CHAPTER 2 CALLED “LOGISTICS” GUIDE BOOK TO THE CASE OF KELLOGG’S? PLEASE NOTE AS MANY ASPECTS AS POSSIBLE. Group found that the value added to the process of logistics supply chain Kellogg's is high-impact , since it involves all service rendered to deliver efficient and excellent product quality standards , include below value propositions of logistics in the supply chain from Kellogg 's: • Value in service Identified that generates logistics Kellogg's value because it allows you to have alliances with specialist providers , which will provide optimum levels of quality and storage services , inventory, order and product movement . In turn allows Kellogg's work effectively and with speed to customer requirements , so standing out for their excellent service. • Value at cost minimization Another value we found is that the factories are located in strategic locations close to your target group , n order to reduce total costs in relation to the displacement ( manufactures - client) , allowing the product is closer to the point of sale and transportation costs are minimal. • Value in the order processing At Kellogg's we see aspects of managing customer requirements , from initial receipt of the order , delivery , billing and collections are efficient, because they are automated which creates value for Kellogg's have
UNIVERSIDAD EAN Mercadeo Logística & Distribución Figueroa, Ramirez, Romero 2014 HOW DO YOU APPLY “LOGISTICAL VALUE PROPOSITION” THAT APPEARS IN CHAPTER 2 CALLED “LOGISTICS” GUIDE BOOK TO THE CASE OF KELLOGG’S? PLEASE NOTE AS MANY ASPECTS AS POSSIBLE. achieved control their shelves ensuring that they are always full of product and orders are delivered on time . • Inventory value Another value that logistics gives Kellogg's is to have a system called just- in-time to provide an efficient inventory system inventory. Just- in-time means that only the desired product will be made to fulfill orders and limited stock is always maintained. This gives another value to Kellogg's , which is to maintain the lowest possible financial investment in inventory. • Value Transportation TDG strategic provider of Kellogg's offers a value proposition as it keeps the Low cost of transferring large product capabilities and specialized computerized transport , adding value to the displacement and geographical positioning of inventory. Also found to have this specialized delivery system to move products makes minimize fuel waste and providing it to the environment. Group concluded that the value that logistics brings to Kellogg's we obviously reflected in costs, speed, consistency and quality with which the product is delivered to the final consumer.
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