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Kellogg’s alone spent ?49,184,000 on advertising in 2006.
The final section refers to the threat of substitutes or alternatives for Kellogg’s. These substitutes don’t only depend on elasticity’s but more and more on the ever changing trends and lifestyles.
Market Size
The Market size for breakfast cereal in the UK accounted for just over ?1.45 billion at the retail selling price in 2006 alone. A survey conducted using consumer data from BMRM international Target Group Index confirms that Ready-To-Eat breakfast cereal remains as the family favourite. There is no better way to explain the size of the market than showing it graphically so below you can see a table with the size in terms of sales from 2002 to 2007...
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