The Kellogg's Company is one of the oldest existing food companies in America. It was founded as a health food company, designed to promote better eating habits at breakfast than the usual standard of bacon and eggs. Since then, however, Kellogg's product lines have expanded and the company now targets consumers of all ages, nationalities, genders, all expressing different levels of concern about their health. The same company that manufactures Special K also sells the indulgent Scooby Doo Berry Bones, while products such as 1/3 Less Sugar Frosted Flakes attempt to strike a balance between the desires of children and parents and between health and pure, delightful sugary satisfaction.

             What is the marketing mix? (Product, packaging, price, promotion, place).

             Kellogg's targeting a plethora of marketing segments means that the marketing campaigns for its various products have also expanded and diversified. On one hand, cereal is a fairly regular staple product. But unlike eggs or milk, or even bread, the basic grains of rice, corn, wheat, and oats are changed through cereal product development and packaging in a way that they can be marketed in much more diverse ways than other staples. The Kellogg Company has deployed everything from cartoon characters to diets to promote its cereals.

             The appeal of the product Scooby Doo Berry Bones is perhaps obvious in terms of its appeal. It is sold with the image of a popular cartoon and movie character upon its face, and rarely goes on sale, as it is purely marketed to children. Most cereals, however, are not unduly expensive, usually around three dollars a box, unless on sale. However, children do not do the budgeting for their home, rather a children's product relies upon the crucial 'nag' factor, namely that children will want Scooby Doo cereal, regardless of price or even taste, and demand their parents buy it for them. This new cereal is prominently featured on the Kellogg website, again to increase visibility and foster desire within the hearts and mouths of children to eat like Scooby Doo.