Case Study On Kellogg's

Marketing Management
Assignment No: 1
Case Study on the company:
Submitted by:
Name: Somnath Paul
MBA, 1st Year, ID: 19PMHS002
School of Management, NITA

Q1. Describe the purpose of market research.
Ans: The purpose of market research is to collect, record, analyze and
interpret data from customer and potential customers that will be
helpful in the decision making process for companies and in the
marketing of their product. The data that is collected can tell
businesses about consumer needs, how best to design products to fit
those needs and how they can advertise the products to consumers.
Additionally, it can identify what consumers want in the future as
well. Market research also monitors competitors and gives feedback,
which enables companies to react more quickly to their competitor’s
moves.
For the purpose of Kellogg’s, their market research was done to focus
on the development and launch of Crunchy Nut Bites, an extension of
to the Crunch Nut Brand. Product extensions are a less risky way of
increasing market share by providing consumers with new features
under an existing brand, which then gives consumers more choices
and helps them to feel more favorably about the existing brands.
Q2. Explain the difference between primary

research and secondary research.
Ans: Primary research is explained as the research that is performed
for the first time to meet a specific goal or objective by answering
questions that are focused on a single project. This type of research
1
can be very time-consuming, cost more money, and comes directly
from the consumer.
Secondary research is the opposite of primary research and is defined

as using information that has already been gathered and published,
such as: newspapers, magazines, and reports. Unlike primary
research, secondary research is a quicker option and is often less
expensive. One drawback to secondary research is that the
information you find may not be related to the needs of a specific
project.
The difference between primary and secondary research, in the

following points in detail:
1. Research conducted to gather first-hand information, for the

current problem is called Primary Research. Secondary
Research is one that involves the use of information obtained
originally by primary research.
2. Primary Research is based on raw data, whereas secondary

research is based on analysed and interpreted information.
3. The primary research, the data is collected by the researcher

himself or by the person hired by him. As against this, the
secondary research, the data collection is performed by
someone else.
4. The primary research process is very involved which deeply

explores the topic. Conversely, the secondary research process
2
is fast and easy, which aims at gaining broad understanding
about the subject.
5. In primary research, as the researcher conducts the research,

the data collected is always specific to the needs of the
researcher. As opposed to secondary research, wherein the data
lacks particularity, i.e. it may or may not be as per the
requirements of the researcher.
6. Primary research is an expensive process; wherein high cost is

involved in the exploration of data and facts from various
sources. Unlike Secondary research, is an economical process
wherein the low cost is involved in acquiring pertinent
information because the data is already collected by someone
else.
7. Primary research consumes a lot of time as the research is done

from scratch. However, in the case of secondary research, the
collection of data is already done, the research takes
comparatively less time.
Both primary and secondary researches have their advantages

and disadvantages. While primary data is need-specific and quality
is also up to the mark, but it is expensive and consumes more time.
Secondary research, on the other hand, is cheap, and the data
collection is easy, but it is also possible that the data may be
outdated and does not suit your requirements. So, before choosing
any of these two, first examine your requirements, sources, costs,
etc. to choose the best research type for your project.
3
Q3. Analyze why an organization like Kellogg’s
would use both qualitative and quantitative
data.
Ans: Kellogg’s is a company that is market oriented – meaning it
produces products that focus on the consumers’ needs and wants. In
order to establish what those needs and wants are, it is necessary to
collect qualitative data; which gathers the opinions, attitudes, and
feelings associated with a particular product. This is useful for
discovering which products the consumers would like to see on store
shelves and eventually this would lead to purchases. It is important to
have consumer opinions, but these opinions must be monitored.
Whereas quantitative research takes the numbers – usually as surveys
– and organizes them so that product development teams can look at
the big picture and determine which new product ideas should go into
production.
It is important for any company that operates as a market-orientated

business to utilize both types of research to get both the subjective
(qualitative) and objective (quantitative) opinions to ultimately find
out what their target market wants to purchase, which in turn will
make the product successful and the company more profitable.
4
Q4. Evaluate why market research can reduce
the risks of a new product launch.
Ans: As a market oriented business Kellogg’s research is important
for many reasons. It helps identify and anticipate consumers’ needs
and wants and allows a company to gain a competitive advantage.
Market research helps in New Product Development (NPD) to ensure
that what is being developed will be, look and taste just as the
consumer wants it to be, look, and taste. By doing their due diligence,
a company will be able to greatly reduce their risk of launching the
new product. The company will know and have a firm understanding
on the four P’s; how the product should be and look, the marketplace
the product should be in, how much to charge for the product, and
how to advertise said product.

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Marketing Management

Case Study on the company:

Name: Somnath Paul

MBA, 1st Year, ID: 19PMHS002

School of Management, NITA

Q2. Explain the difference between primary

Secondary research is the opposite of primary research and is defined

The difference between primary and secondary research, in the

1. Research conducted to gather first-hand information, for the

2. Primary Research is based on raw data, whereas secondary

3. The primary research, the data is collected by the researcher

4. The primary research process is very involved which deeply

5. In primary research, as the researcher conducts the research,

6. Primary research is an expensive process; wherein high cost is

7. Primary research consumes a lot of time as the research is done

Both primary and secondary researches have their advantages

It is important for any company that operates as a market-orientated

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