Re-branding a Corporate Image
A Kellogg's case study

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...
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Page 2: What Is A Brand

The marketing of Kellogg's and the creation of some of the most valuable individual brand names has been key to the company's success. Firms are keen to give products their own identity, which will clearly distinguish them from any competition. A successful brand name will encourage loyalty amongst consumers who will be more likely to buy the product on a regular basis. An effective brand...
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Page 3: Kellogg´s Marketing Mix

When Kellogg's Corn Flakes were launched in the UK in the early 1920's the company faced a formidable task of persuading a sceptical nation, accustomed to porridge and bacon and eggs, to try a brand new breakfast food. What followed was one of the most remarkable marketing achievements of the 20th Century. Kellogg used a team of dedicated salesmen who employed armies of casual labourers and Boy...
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Page 4: Advertising The Kellogg´s Brands

This was an example of sales promotion. Today, advertising and packaging are also key aspects of the marketing mix. Kellogg's advertises using a whole range of media: in the press, on posters, radio and cinema, direct mail and, most recently, on the Internet. However, the main channel for its advertising is on television, where individual brands are given their own air time, aimed...
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Page 5: Packaging The Individual Brands

The packaging of Kellogg's breakfast cereals is also a key element of the marketing mix. The packaging has to provide a representation of the brand identity and appeal to the target market. It also has to have space for nutritional information and any promotional offers. Kellogg's has to deal with the problem that the purchasers of cereal, usually adults and often female, are not always the...
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Page 6: Marketing Research - The Reduction Of Risk

To further reduce any risk, Kellogg's undertook a considerable amount of market research. One thousand consumers were asked a series of questions about the Kellogg's brands and were shown some initial designs. In particular, the researchers wanted information about the impact of the designs on the shelf, the ease of recognition and the clarity of the brand name and product. The results of the...
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Page 7: Comunicating With The Consumers

The completed new designs were further tested on consumers using sophisticated computerised eye tracking tests to see if the packs stood out on the supermarket shelves. More extensive market research was carried out to gauge the reactions of consumers. Finally, it was necessary to communicate with consumers about the new packaging and the new image was flagged on the old packs for two months...
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Teaching resources for this case study

  • Kellogg's Logo

    These are the teaching resources associated with the case study: Re-branding a Corporate Image

    This case study looks at the Kellogg's brands and considers both the branding of the corporate image and the individual products. How have they developed and how are they maintained?

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