Kellogg's launches new mixed grain bars

Kellogg's has unveiled Krave, a new range of mixed grain bars that are available in three flavours, Go Nuts for Donuts, Nudge to Fudge, and Caramel Pop'n Choc. The flavours are inspired by everyone's favourite afternoon treats, but with fewer than 110 calories per serve, the bars satisfy those cravings with less of the guilt.

Combining the goodness of grains with the light crunch of puffed sorghum and bursts of real churro, choc fudge chocolate or caramel fudge pieces, Krave bars contain no artificial colours, flavours or sweeteners and can be found in the muesli bar aisle.

Tash Sutherland, Senior Marketing Lead, Krave said: "The majority of consumers can relate to seeking out an indulgent afternoon pick-me-up snack that is better for them. Krave mixed grain bars are the perfect balance Aussies have been looking for, with delicious varieties that make you feel good about your snack choices and don't sacrifice on flavour."

The new Krave mixed grain bars are available nationwide at Woolworths, Coles, and independent supermarkets.

If Krave Mixed Grain Bar is the "Product" of the 4Ps, use the Roy Morgan Values Segment of your Marketing Plan Project to answer the following;

Product: Discuss why you think Kellogg's has decided to launch this type of product given that the Kellogg's logo isn't on the packaging and if it will suit your RMVS profile. Consider any relevant aspects of consumer behaviour as part of your answer.

Promotion: Using the relevant theory, what promotional strategy should Kellogg's follow in order to raise consumer awareness of the new bars? Include examples in your answer specifically focusing on your RMVS profile.

Place: Krave Mixed Grain Bars are sold though both Coles and Woolworths. If they wanted to expand this, where else could they sell their products? Using the relevant channel theory, why would this be suitable for your RMVS? Give examples of your answer.

Price: The current normal retail price is $5.00 per box (130g). What pricing strategy should they follow to build brand awareness and purchase? Give reasons for your answer again, keeping in mind your RMVS needs and pricing theories.

Differentiation: This product is different from the usual protein bars, particularly around the flavours. Thinking about some of your answers for the above questions, identify which differentiation strategy you think Kellogg's has followed. Justify your answer.