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Kelloggs Balancing The Marketing Mix Through Creative and Innovative Strategies
Kelloggs Balancing The Marketing Mix Through Creative and Innovative Strategies
“You are invited to enter the Crunchy Nut restaurant – at your own risk! Inside you can enjoy one of the
eight irresistibly tasty options from the menus with a choice of juices to compliment your food.”
Located at the Manchester Arndale shopping centre, the 2013 restaurant served 9,049 customers over a 12
day period. Many customers were surprised that everything was free of charge, over 8000 50p-off coupons
were distributed, and the redemption rate of those coupons exceeded the industry average. Customers were
invited to leave feedback on their experience through the use of social media channels, as part of Kellogg’s
digital marketing strategy. The use of Facebook and Twitter enabled Kellogg’s to reach almost a million
people.
As part of the event, the CN restaurant ran a Twitter competition and offered a specially designated Wi-Fi
code to encourage Facebook/Twitter usage:
‘Both Facebook and Twitter were used to amplify the UK Crunchy Nut Restaurant experiential activity’.
Feedback from one of the event managers indicates that it was a very positive experience for customers:
‘Consumers constantly made comments on their shock that they were being given a free bowl of cereal. The
overall look of the stand impressed many people with them thinking it was a proper eatery and queuing up
expecting to pay’.
As a result of this initiative, £10,000 in media value was delivered across social channels and 2m shoppers
were exposed to the CN restaurant, which has enabled the company to conduct further and more diverse
market research into its products.
Conclusion
Getting the right product or service to the customer, at the right price, in the right place and at the right time
is fundamental to business success. Understanding and balancing the marketing mix enables an organisation
to uniquely position its brand to drive sales of its products and services. To remain as a market leader a
business needs to continually look at new ways of engaging and exciting customers in its products and
services.
This case study has shown how Kellogg’s is able to remain as market leader through its implementation of
groundbreaking marketing strategies and by learning from every marketing campaign it undertakes. Through
the use of social channels, Kellogg’s is able to innovatively market its new products in creative and interesting
ways, generating opportunities to gain new customers and retain existing customers.