Building a brand in order to sustain its life cycle
A Kellogg's case study

Page 0: Introduction

Kellogg's All-Bran has a long and distinguished history. Like many other famous products, however, it is important from time to time to re-energise its life cycle.While All-Bran continues to be a powerful brand, a number of other high fibre brands made by Kellogg have not had the promotional support or sales of the All-Bran brand. Kellogg has therefore sought to support these other fibre...
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Page 1: Preparing to make a strategic change

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Before committing resources to creating the family of All-Bran brands, Kellogg needed to conduct research to discover whether a change was worth making and the nature of these changes. This involved carrying out a SWOT analysis to identify: Strengths of the All-Bran brand Weaknesses Opportunities existing in the market Threats - e.g. from competitors.
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Page 2: All-Bran's product life cycle

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Kellogg created All-Bran as a product and the fibre sector of the cereal market in the 1930s. From then onwards the product experienced steady growth with the company injecting regular promotional spends to support product development. The most spectacular growth was in the 1980s with widespread publicity for the 'F' Plan Diet from nutritionists and health experts. This diet had an impact...
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Page 3: Identifying the benefits

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Kellogg needed to identify the benefits that would result from any changes it made. An important advantage related to managing the product range. Kellogg identified which of its existing fibre based products offered the best present and future prospects and decided to concentrate on those. This simplification made it easier to manage the product portfolio. Managers could concentrate on the...
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Page 4: Research and promotion

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Research Before proceeding with the change, Kellogg carried out some detailed market research with consumers to discover their thoughts and feelings. There are two main approaches to market research: qualitative quantitative. Qualitative research involves working in detail with a relatively small number of consumers e.g. observing and listening to them talking in small groups in which they...
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Page 5: Conclusion

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If a business wants to make a product's total sales grow, it must carefully consider how best to extend its life cycle. By creating the powerbrand 'All-Bran' and providing the right sort of well researched promotional support, Kellogg has been able to inject renewed vigour into a family of related products. Through appropriate promotional activities and more relevant messages, Kellogg has...
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