Identifying the benefits

Kellogg needed to identify the benefits that would result from any changes it made. An important advantage related to managing the product range. Kellogg identified which of its existing fibre based products offered the best present and future prospects and decided to concentrate on those. This simplification made it easier to manage the product portfolio. Managers could concentrate on the common elements of the chosen range and focus marketing activity on them. This action produced management and marketing economies of scale, rather than production economies - the complexity of manufacturing individual products has not been reduced. The smaller brands were pulled together into the All-Bran range.

Kellogg's market research showed that, in choosing a cereal product, consumers place high priority on taste. Although they want a healthier cereal, it still must taste good. So Kellogg decided to develop new 'tastier' products under the single All-Bran umbrella, such as Bran Flakes Yoghurty.

Pulling a range of fibre products together under a single brand also made it easier to communicate with the target audiences through a shared communication plan.