Using promotion to boost sales and brand value
A Kellogg's case study

Page 6: Conclusion

Kellogg imageWhat a consumer sees is an exciting, professional and relevant promotion. This encourages them to choose the promoted brand and, in the case of almost a million households in the Star WarsTM campaign, to buy the Kellogg cereal brand. Behind these results is an enormous amount of planning and communication, all of which must be both effective in itself and in supporting other parts of the event.

A successful event takes teamwork, careful management and precise communication. But that isn't the end; the business must then immediately go back to planning. This will help to decide how to keep the market it has gained, or how to create yet another exciting and impressive promotion.

STAR WARS ® TM is a trademark of Lucasfilm Ltd, and its affiliate. All STAR WARS property ® 2005 Lucasfilm Ltd. All rights reserved.

Kellogg's | Using promotion to boost sales and brand value



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