Company & Marketing Strategy

Analysis of Kellogg’s Brands Using the BCG Growth-Share Matrix

Introduction

Companies assess their product or business unit portfolios using the BCG Growth-Share Matrix. Based on growth and market share, it labels products Stars, Cash Cows, Question Marks, and Dogs. This matrix helps organizations manage resources by identifying which items require more investment, which are profitable and stable, and which may need to be repositioned or abandoned. This project will analyze 10 Kellogg’s brands, a global food company, using the BCG Growth-Share Matrix. Kellogg’s offers cereals and snacks for preferences. Frosted Flakes, Corn Flakes, Froot Loops, Krave, and Honey Smacks have helped the company establish its brand (Kellogg, 2025). By placing these 10 brands in the BCG Matrix quadrants, this study will disclose Kellogg’s product strategy and brand portfolio management. It will also indicate the balance between established, high-performing goods and newer, underperforming ones, indicating where to invest for sustained growth and profitability. This strategy study demonstrates Kellogg’s how to stay competitive, increase product performance, and adapt to changing market dynamics in the highly competitive food industry.

Figure 1 Kellogg Logo

(Source: Kellogg, 2025)

1. Kellogg’s Portfolio Overview

The international food company Kellogg’s has a diverse and well-established product portfolio. The company sells snacks and plant-based meals, but its specialty is breakfast cereals. These standard and gourmet cereals please all tastes.

The company has enduring brands. Famous cereal brands:

Frosted Flakes
Froot Loops
Frosted Mini-Wheats
Rice Krispies
Raisin Bran
Corn Flakes
Pops
Apple Jacks
Honey Smacks
Krave

These products target various markets. Frosted Flakes and Apple Jacks target youngsters and families searching for fun, delicious options, while Corn Flakes and Raisin Bran target health-conscious consumers. Krave, a new addition, targeting teens and young adults with its dessert-like appeal, while Rice Krispies is versatile beyond breakfast, particularly in homemade snacks and desserts. Changing health preferences, private label competition, and the emergence of on-the-go and plant-based breakfast options influence these firms’ market share, consumer perception, and growth potential (Chernev, & Kotler, 2023). Strategic planning utilizing the BCG Growth-Share Matrix demands brand positioning expertise. These 10 brands show how Kellogg’s manages its product mix and resources to grow and compete.

2. The BCG Growth-Share Matrix

The BCG Growth-Share Matrix assesses a company’s product portfolio or business divisions based on market growth and share. Firms may deploy resources between items to improve profitability and long-term performance.

The matrix has 4 quadrants:

1. Stars

High-growth marketplaces favour market-shared products and brands. These leaders head fast-growing, high-income industries. For market leadership, they must invest in marketing, innovation, and product development. If nurtured, stars may become Cash Cows once market growth stabilizes. A prominent morning cereal brand may fit here.

2. Question Marks (or Problem Children)

Question Marks is underrepresented in high-growth markets. These products need large investment to obtain market share. Question Marks may become Stars with market momentum, while others may fail despite investment (Hung, & Wang, 2024). Companies must assess benefits and risks. Many compete with other products or lack brand recognition.

3. Cash Cows

Low-growth product market share leaders are cash cows. The market may be mature or decreasing, yet these things provide steady cash flows. Earnings may finance high-potential enterprises like Stars and Question Marks since they need minimal investment. These often support firm finances.

4. Dogs

Product market share leaders with low growth are cash cows. The market may be mature or declining, yet cash flows are consistent. Stars and Question Marks, which need little investment, may be financed by earnings. These aid firms’ finances.

3. Brand Classification Using the BCG Matrix

The BCG Growth-Share Matrix helps evaluate Kellogg’s cereal brand portfolio by examining market share and growth rate. Kellogg’s may use this approach to decide where to invest, which items to keep, and which to reposition or phase out. Stars, Cash Cows, Question Marks, and Dogs visually and analytically classify brands for resource allocation and portfolio management. This section will analyze four of Kellogg’s top cereal brands and explain how they fall within the matrix’s quadrants (Umema, & Japee, 2024).

Figure 2 BCG Matrix

(Source: By Author)

3.1 Stars

Brand: Frosted Flakes

Explanation:
One of Kellogg’s brightest products is Frosted Flakes. It has a large market share and competes well in a growing morning cereal industry, notably in North America. Frosted Flakes is popular with kids and adults because to its sweet taste and Tony the Tiger mascot. Frosted Flakes has survived competition from health-conscious breakfast goods and on-the-go options thanks to savvy marketing and brand expansions. The product now features lesser sugar and healthy grains to suit to shifting customer tastes. These improvements have helped Kellogg’s dominate the cereal business. Frosted Flakes, a Star, must invest in marketing, product innovation, and packaging to compete (Gholamveisy et al., 2024). Despite its high income, continual investment keeps the brand at the top of a growing market. The brand’s familiarity, cross-generational appeal, and relevance in changing market circumstances make it Kellogg’s strategic priority. If the cereal market evolves, Frosted Flakes might become a Cash Cow with appropriate care.

3.2 Question Marks

Brand: Krave

Explanation:
The Question Marks quadrant includes Krave. It operates in a fairly increasing area, mainly indulgent and novelty cereals, although it has yet to gain market share. Krave, a chocolate-filled cereal, targets teens and young adults who want a snack-like morning. Krave has struggled to compete with other Kellogg’s goods despite its unique marketing. It confronts tough competition from bigger brands. It also faces difficulties in its dessert-like morning cereal segment. Healthy customers are shunning high-sugar alternatives, while others may not regard Krave as a staple cereal. Krave needs strong promotion, brand recognition, and maybe reformulation to appeal to larger or developing health-focused populations. Influencer marketing, nutritional attributes, and new flavour varieties might make Krave a Star. However, if it fails to establish customer loyalty or distinguish itself, it might stagnate and slide into the Dogs sector. Kellogg’s must carefully assess if ROI justifies continuing funding.

3.3 Cash Cows

Brand: Corn Flakes

Explanation:
Kellogg’s Cash Cow Corn Flakes is a classic. Kellogg’s Corn Flakes remain a stable performer due to its strong market share in a low-growth market. After being introduced over a century ago, it remains a mainstay in many families worldwide, especially among elderly customers and health-conscious consumers who prefer basic, minimally processed morning cereals. Corn Flakes has retained its market position via trust, tradition, and brand loyalty while the morning cereal business has slowed. It needs less advertising expenditure because to robust distribution networks, customer familiarity, and operational efficiency (García-Vidal et al., 2023). Corn Flakes doesn’t need much investment to be competitive. Kellogg’s may earn from this brand and sponsor Krave or Frosted Flakes. High-volume sales and low-cost maintenance make Corn Flakes a stable Kellogg’s portfolio asset. The firm should continue to prioritize cost efficiency, small brand updates, and infrequent promotion to keep its trustworthy, healthy, and economical image. As long as it remains relevant, Corn Flakes will undoubtedly remain an asset despite little growth.

3.4 Dogs

Brand: Honey Smacks

Explanation:
Honey Smacks is in the BCG Matrix Dogs quadrant. Its market share is low and its sector is stagnant or falling. Honey Smacks, part of Kellogg’s portfolio for decades, has steadily declined because to shifting customer choices, health concerns, and limited innovation. High sugar content is a problem for this brand. As health awareness grows, sugary cereals like Honey Smacks are criticized and replaced by healthier options (Kahle-Piaseck, & Hyslop, 2022). The brand has failed to adapt to current market requirements, although older consumers may find it nostalgic. Lack of innovation makes it irrelevant to younger customers. Honey Smacks wastes resources and has little financial and strategic results. Kellogg’s must decide whether to rebrand, reposition, or discontinue this product. A complete revamp—reducing sugar, adding flavours, or relaunching with a health focus—could reinvigorate the brand. If these tactics fail to enhance portfolio efficiency, divesting or discontinuing the product may be better. Frosted Flakes (Star), Krave (Question Mark), Corn Flakes (Cash Cow), and Honey Smacks (Dog) show Kellogg’s portfolio’s product positions in the BCG Matrix (Aulia, & Wahdiniwaty, 2023). This evaluation directs firm investment, optimization, and withdrawal. This methodology helps Kellogg’s manage growth, profitability, and risk across its different product lines and succeed in a changing global market.

4. Further Analysis and Discussion

Due to its wide range of products, Kellogg needs to make strategic decisions in order to grow and make money over the long run. This BCG Growth-Share Matrix sorts brands and displays how each one makes use of company assets. This part will talk about how Kellogg’s product strategy is affected by market share and industry growth patterns, as well as the strategic effects of each group classification.

4.1 Market Share and Growth Rate Analysis

Kellogg’s ability to manage legacy brands, new market entrants, and niche items boosts its global food industry position. But each brand’s performance and potential differ. Balanced investments in items with different growth ecosystem roles are challenging. Frosted Flakes is popular and growing. Star sells children’s ready-to-eat cereals and fast meals for busy families in a mature sector with growth. Its brand recall is strong, but trends change rapidly, requiring ongoing innovation in health-conscious types and advertising. In contrast, Honey Smacks stagnates. Its low client demand and increased competition make it neither growing nor dominating. Maintenance may lower profitability, making this product a candidate for sale or rebranding. Consumer demand and brand loyalty help Corn Flakes succeed in mature markets (Yang et al., 2025). Cash Cow funds unpredictable or high-potential regions like Krave’s growth. Krave lacks market share and brand dominance in a burgeoning market for unique and indulgent cereals. It needs consistent marketing and branding to determine whether it should become a star or not. Kellogg’s portfolio management goal is optimized resource deployment to reduce risk and increase return. Understanding product growth and share trajectory helps prioritize long-term value above short-term gains.

4.2 Strategic Implications

There are both descriptive and prescriptive ways to group brands in the BCG Matrix. Quadrants have different strategic needs and investment strategies. Kellogg must adjust its strategy.

Stars: Reinforce Leadership with Investment

Frosted Flakes are essential to competitiveness. These businesses must innovate with healthier formulas, new flavours, and limited-time deals to keep customers. Marketing is crucial to visibility, and operational efficiency must improve with demand (Hasan et al., 2025). Kellogg’s should focus product development, brand expansions, and marketing to stay relevant and dominating.

Question Marks: Invest or Divest Based on Potential

Question Marks like Krave need closer scrutiny. In promising markets, many items lack the performance to justify their existence without backing. To attract younger consumers, Kellogg’s could use tailored campaigns, data-driven marketing, and partnerships with influencers. If major expenditures fail to increase market share, it may be wise to sell, rename, or reposition the product to reduce losses (Aprilia et al., 2023).

Cash Cows: Maintain Profitability, Minimize Cost

Corn Flakes should be cost-effective and profitable. These items have a large market share in low-growth categories, thus substantial investment is unneeded. Kellogg’s should prioritize efficiency, brand care, and customer trust. Cash Cow revenue should fund innovation, digital transformation, and higher-growth businesses.

Dogs: Reconsider Their Place in the Portfolio

Honey Smacks are low-return dogs that take up space. Not all Dogs must be stopped immediately. Kellogg’s might try strategic repositioning or specialty marketing to revitalize the product. If these attempts fail, the brand should be discontinued or replaced with a better idea. This helps concentrate on goods with a clear growth or profitability path.

Kellogg’s product lines’ strategic review utilizing the BCG Growth-Share Matrix emphasizes resource allocation. Stars require attention, Question Marks demand clear strategy, Cash Cows demand good management, and Dogs demand tough judgments (Gorb et al., 2022). By matching financial decisions with brand potential, Kellogg’s can do better in the food business, take advantage of new trends, and stay on top of the market.

5. Conclusion

For product portfolio performance and future review, BCG Growth-Share Matrix is essential. Kellogg’s, a cereal maker with a lengthy history, utilizes the matrix to decide which products to invest in, which to keep profitable, and which to drop. This strategy may help Kellogg’s manage resources and align brand strategies with market realities. This method arranged Kellogg’s top ten cereal brands in matrix quadrants. Frosted Flakes is in Stars because of its strong brand and growing success. Innovative marketing is needed to remain ahead and capture trends. Krave of the Question Marks quadrant works in a promising area but lacks market share, necessitating savvy spending and concentrated branding. A Cash Cow in a low-growth market, Corn Flakes earns consistently. Kellogg’s should optimize this brand to enhance profits and reduce costs. Dogs sector houses Honey Smacks. This brand requires severe examination, repositioning, or deletion owing to declining popularity and growth possibilities. The BCG Matrix promotes tailored strategic management across product categories. Kellogg’s should develop their Stars for leadership, invest cautiously in its Question Marks, safeguard its Cash Cows for innovation, and carefully examine its Dogs to prevent waste. Kellogg’s can increase its competitiveness, adapt to consumer preferences, and flourish in a changing food market.

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