Universidad Sergio Arboleda

Project Management for New Products

Group: Daniel Triana, Santiago Hidalgo and Ximena Hamón

KELLOG’S CASE STUDY

1. Should Kellogg conduct consumer insight research on that brand extension development
and launch of crunchy nut bites?
 1. Yes, because the results they obtained with the launch of crunchy nut bites, they
got to £6,9 million in its first year, which indicates that the market research that was
involved in the product was actually worth it, and for sure, it became one of the bests
products in this brand for Kellogg’s.

2. What type of research should Kellogg conduct increase the chance of success of product
launch for crunchy nut bites?
 Kellogg’s should consider a quantitative research taking into account primary sources
of information. They already have (thanks to the different types of qualitative
researches they performed) the acceptance of the consumers in regards to the
product and the flavor, but if they got a bit more data from real results about the
consumers they are targeting, they would probably focus even more the market
strategy and therefore, probably have a more successful product.