Read: Re-branding a Corporate Image A Kellogg\'s case study Below is a list of B
ID: 430275 • Letter: R
Question
Read: Re-branding a Corporate Image A Kellogg's case study Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below. Page 1: Introduction When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did not realise that he was on the threshold of forming a major food manufacturing company. His name would become one of the most instantly recognised throughout the world. Today, Kellogg's is an American owned organisation that has a true global market. It has four main divisions covering North America, South & Central America, Asia Pacific, and finally Europe, Africa and the Middle East. The European Headquarters is in the UK, which along with Ireland has the highest per capita consumption in the world. However, Kellogg's has manufacturing operations in several different European countries. The supply chain management, covering all aspects of production, logistics and finance is organised on a pan-European basis, which gives substantial economies of scale. However, marketing and sales tend to be more locally based to meet the different cultural needs as the markets across Europe can vary enormously. Questions: 1. What method did Kellogg’s primarily use to get the cereal into the homes of potential customers? 2. Why did Kellogg’s launch a new image for each of its cereal brands? 3. How did Kellogg’s gradually introduce the new image for each of its cereal brands?
Explanation / Answer
1. Kellogg's is a new breakfast food company which were invented in 1894, and it grows so well that today its a major stakeholder of this sector market. there are many different strategies is used by the company to make it into the home of the potential customer. cereal is a most productive and consumable item in every household, which became the major turning point in the company history.
the most noticeable method which is primarily used is the use of mass advertising, TV, newspapers, posters and direct promotions like coupons. they used the tagline "putting the good in the good morning" in UK TV commercial which was floated everywhere.
kellogg's company always used that method which directly hit the target customers, they used to built their outlook more attractive and appealing. this lead to the sense of curiosity among the people and those people who want to try new things get attract.
lastly, they basically provide different recipes, tips, nutrition values in promotion campaign which tell people that cereals can be eaten in different ways.
2.as Kellogg's have not only work in their country but also go international which create a sense of responsibility for them to please the people of different taste. 40 % of the household like this company product in the UK. this gives more reason to developed different product and the new image for each cereal brands just to create a sense of curiosity among the people.
as the new product developed they always have different product values for targeted audience ,most of it product give 99% fat free nutrision values,25% of RDA in their product hence this gives them a reason to provide a new image" by showing to the people that we bring something new with the new name and new image"
3. by promotion, launching the new product by signing new brand ambassador, create a sense of excitement among the people. basically, this is a marketing way in which they gradually introduced the new image and also promote their product and which make them unique among all the competitors of it.
in early time, 1911 they have invested $1million just into the advertising sector, very huge sum in those days. they figured out at that time only that for any product if we promote it very well then its a long run revenue because
it makes an impact on their mindset for a longer period. people then used as a tradition like family and past it on to next generation. like most other brands also do so, for example, Raymond, apple, Microsoft, are some big companies whose product we are using for generations.
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