Kerry Group Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 18, 2019
Marketing Strategy of Kerry Group analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kerry Group marketing mix, help the brand succeed in the market.
Kerry Group marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Kerry Group Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Kerry Group marketing strategy can be explained as follows:
Kerry Group is one of the most prominent food and beverages companies in Europe. Under its marketing mix product portfolio, Kerry group offers a diverse range of products based on the different industries it operates. It provides a range of traditional tastes with technology and solutions as per requirement of change in taste, all along with frozen & ready made food and finally making media supplements for biotech, pharma and nutrition market. Some of its products include Cheese-strings, Lowlow, Dairygold, Richmond, Fire & Smoke. Kerry Group also supplies private brand labeled food ingredients, frozen food, dairy and meat products to the restaurants of its customer brands as under brands like Tesco, Waitrose and Iceland.
Kerry Group Price/Pricing Strategy:
Below is the pricing strategy in Kerry Group marketing strategy:
Kerry Group is in a highly competitive FMCG market and hence has to keep prices of its products based on demand, supply and competition offering.
Although the company values for premium branding, the prices are economical for the markets they operate and offers in a wide range. Different products have different pricing strategies for Kerry Group products, based on their product life cycle. Competition also defines the prices as almost all of its products are offered by other FMCG companies at equally competitive prices.
Following is the distribution strategy in the Kerry Group marketing mix:
The brands of Kerry Group are present in different countries and so one can buy its product either through e-commerce websites in that country or through retailer stores and malls. The product availability os also good because of a strong and robust distribution network. Kerry Group products are widely available through supermarkets, departmental stores, groceries and also through online portals.
This enables the company to have a wide geographical reach for its products.
Kerry Group Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kerry Group marketing strategy is as follows:
Kerry Group utilises various media channels to ensure that brand awareness about its products is always high. With the basic concentration on health and nutrition, the company has promoted itself as healthy and natural product with distribution and demo strategy and awareness through advertisements, stalls in exhibition and malls. Posters, print ads, social media pages etc have all helped the brand to grow. The company also comes up regularly with discounts, sales etc for customers. Loyal customers are also retained through loyalty discounts and special rates. Hence this completes the Kerry Group marketing mix.
About Kerry Group:
Kerry Group is a public food company operating from Ireland.
It aspires to be the leader in food and nutrition segment serving customer branded foods with added values to predominantly Irish, UK and few selected international markets. The business is diversified into several segments like Dairy and Culinary, Meat, Sweet and Cereal, Dry and Liquid Beverage, FI &A etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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