Kellogg's Company Case

Kellogg's company is one of the world's leading producers on cereal and convenience foods including cookies and pastries, cereal bars among other. The founder W.K. Kellogg, had a strong commitment to nutrition health and quality. His vision continues to drive improvement in the products and processes with a goal of providing great- tasting, nutritious products meeting high standards of quality. Kellogg's offers a wide variety of brands to meet the needs and preferences of a wide range of customers.

For the big Kellogg's company, advertising is one of the main factors in the marketing mix that aids to determine a product's success in the market. Traditionally, Kellogg's has used TV advertisement besides direct mail, press, radio, and in the last few years have online ads. However, TV advertisement remains to be the most popular means. TV ads allows for the products to have their own time on air, thus being able to target the desired market. For example, the ad can be targeted to children, women or the family. In turn the target market will determine how and when the ad will be viewed and also the ad's content. For example, Kellogg's has come with a new regulations on add for children under 12 years of age. The product must meet specific nutrition guidelines for calories, fat, sugar, and sodium. Product must contain less than 200 calories, no trans fat, no more than 2 grams of saturated fat, no more than 230 milligrams of salt, and no more than 12 grams of sugar.

For sales promotions Kellogg's take a different approach. Being customer oriented Kellogg's main focus is to provide valuable information to customers so they can purchase the product that best fit their lifestyles. Kellogg's likes to keep families informed about their new product offerings, health and nutrition, delicious recipes and company promotions. One way to ensure families are informed, Kellogg's has the Kellogg's Kitchens Recipe Club. This site provides access to recipes for great tasting salads, appetizers, entrees and desserts. Kellogg's also has a source for promotions on Kellogg's E-news. This site will inform families for money saving offers, one of a kind items, and limited time promotions from Kellogg's. Kellogg's has also created a site so people can easily look up the nutrients on their products. The site informs about the importance on the fiber ingredient. Kellogg's has also developed a program to engage children in healthy eating. There is a dedicated team of nutritionists that who defined the diabetes friendly criteria to help diabetes patients manage the amount of intake on carbohydrates. Sales promotions are also product driven so that different customer with different tastes can take advantage of different sale deals.

Due to the wide range of products, Kellogg's does an excellent job at direct marketing for the different target markets.