5. *
*Huge market for Kellogg's
*Kellogs largest producer of corn flakes coco pops
and rice flakes
*Huge market if communication done properly to
target audience(Children) but purchasing power of
parents
*Start from children and move to parents bottom –up
strategy
*Healthy breakfast important for all age groups
propagated through they're communication strategy
6. *
*To establish Kellogg's as a healthy brand
*Portray a silent marketing strategy as a part of
corporate social responsibility
*Build up a recognizable brand which has a long
lasting impression on the consumers mind
*Use all channels of communication effectively
namely campaigns, print, media both satellite
and radio, online.
7. *
*Benefit of having a healthy breakfast
*Make a healthy start for the day
*This was propagated through the campaign of
breakfast clubs the same which was funded by
private- public partnership between the local
governments .
*The message propagated through both internal
and external communication means
8. *
*The message should be percolated from top
management to the bottom level
*Each and every employee should relate to the
company’s message
*The employees should be able to relate to the
campaign
*Then only they would be able to relay the
message in the same context to the
consumers..
9. *
*External business communication refers to
what and how you communicate with
audiences outside your business.
* Each audience segment should be defined
so you can tailor the most effective
method of reaching it.
*Kellogg's was able to do it very efficiently.
10. *
*Kellogg's target audience the entire population
or generation into a non-healthy habit of
having fast –food or no breakfast at all.
*Specific target-children most likely to miss
breakfast Make it attractive for them by
combining corn flakes and choclate variants..
*Once children accept it move towards the
parents .
*Popularize the concept through campaigns at
school so that awareness about Kellogg's
increases among parents .
11. *
*Campaigns for publicity, breakfast clubs
*Media- TV Radio & Print media
*Online- Social networking sites, blogging
especially mummy blogging
*Corporate social responsibility
12. *
* Multi platform approach paying dividends
* Campaigns a great success in schools
* Children having Kellogg's breakfast able to
perform better in academics and all
activities
13. *
*Positive reaction from print media
*All media feedback remained positive reaching a
target audience of a million people.
* Campaigns in school a great success
* Online campaign wonderful success – trending
high on twitter and Facebook
14. *
*Kellogg's employees visit breakfast clubs with
local Member of Parliament and try and get a
ground reality of the situation which resulted
in a positive feedback
* Moms into blogging about advantages of the
product so indirect word of mouth publicity..
* Through sales of Kellogg's a certain part of
money contributed to set up and functioning
of breakfast clubs.
* 700 schools enrolled for the programme
largest CSR campaign in united kingdom.
