A case study on Kellogg's

Presented By:
Guided By:
Attul R
Mrs .Mamtha.
Amith P
Lecturer, Dept of MBA
Annegowda
SJBIT, Bangalore
Arjun
Bhargavi
Introduction:
Consumers around the world enjoy Kellogg Company products, one of which –Kellogg’s
Corn Flakes®– has been part of a wholesome, delicious morning for more than a century.
Our company began with only 44 employees in Battle Creek, Michigan, in 1906. Today
we manufacture in 18 countries and sell our products in more than 180 countries
around the world.
For more than 100 years, innovation and our commitment to being the best in the
categories in which we compete has guided our Company. From being the first company
to offer premiums in our cereal boxes to being the first to fortify our cereals, Kellogg has
historically been a leader in industry, innovation and marketing.

With 2009 sales of nearly $13 billion, Kellogg Company is the world’s leading producer
of cereal and a leading producer of convenience foods, including cookies, crackers,
toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods
Snap Shots:
•42% market share in UK.
•Unique position in the minds of consumers.
•Introduction of diet charts
•Concentrated on health and lifestyle.
•CSR
•SMART objectives.
•Packed with chart of GDA’s (guideline daily
amounts)
•Promoted physical activity for better health.
1. Explain what is meant by a premium brand.
2.Describe the difference between an aim and an objective.
3. Outline the purpose of Kellogg’s work with the ASA.
4. Using examples to support your dialogue, evaluate how Kellogg
communicates and discuss how this enables it to position its brand.
THANK YOU