Tim Tse's Blog

A few hours earlier my friend and I went grocery shopping at a supermarket near campus. As we were walking through the aisle that contained baking goods, something grabbed our attention. There was this small box that had the iconic rooster logo for Kellogg’s corn flakes sitting near the spices, and that immediately caught my attention. “Why is there a box of cereal over there? Ah, someone must have just ditched it here since they’re too lazy to walk and put it back into the right place.” As I walked closer to the box of corn flakes, I noticed there was an additional word right below the word “corn flake”. That was actually a box of corn flake crumbs.

(Image from grocerycheckout.com)

You can probably tell by now that I don’t really cook, nor do I bake. I’ve seen boxes of bread crumbs at supermarkets before, but corn flake crumbs? Really? What makes it more interesting is that it’s under the product line of Kellogg’s Corn Flakes. I remember today in our marketing class we learned about segmentation, and under that broad category there’s this “product-related” subcategory with “benefit sought” as one of the variables.

Ideally, corn flakes are consumed as cereal. However, being flavorless technically forced me to purchase other types of corn flakes such as Kellogg’s frosted flakes. It’s technically the same recipe but just with sugar coating on the surface. I thought those two were the only variations that corn flakes can diversify into, I didn’t expect them to crumble corn flakes up and sell them as a separate item. I guess Kellogg’s is just trying to expand their corn flake empire and satisfy everyone’s needs.

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