Kellogg's exposé

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Hello to all, I’m going to talk about the brand Kellog’s. I will start by talking about the creation of the brand, then about the evolution of the brand and how it becomes a world leading-brand, after about the marketing strategies, the values the brand means to promote,the controversies and finally what surprised me and interested me and why.

1. The creation of the brand

The brand Kellogg’s we know today, was created in 1898, about 100 years by W.K Kellogg and his brother John Harvey Kellogg. I’m going first to talk about the founders of the brand and then, how they created the kellog’s we know today.

1. W.K Kellogg

Will Keith was born the sevnth of April 1860 in Battle Creek in the USA and dead the sixth of October 1951 in Battle Creek. He  was an American industrialist in food manufacturing. Moreover, he was a member of the Seventh-day Adventist Church and practiced vegetarianism as a dietary principle taught by his church. As a young businessman, Kellogg started out selling brooms, before moving to Battle Creek, Michigan, to help his brother John Harvey Kellogg run the Battle Creek Sanitarium  which was originally the Western Health Reform Institute

1. Dr John Harvey Kellogg

John Harvey Kellogg was born the 26th of February 1852 in Tyron and dead the 14th December 1943 in Battle Creek. He was an American medical doctor and nutritionist. He was the director of the Battle Creek Sanitarium in Battle Creek, Michigan. He worked at a sanitarium in Battle Creek, Michigan, advocating good health through a strict vegetarian diet. When his nutritionally enhanced foods began to catch on, he and his brother Will formed Sanitas Food Company to produce and sell the dry wheat, rice, and corn flake breakfast cereal that came out of John's laboratory. When feuding caused the brothers to split, Will continued to market the cereals as the W. K. Kellogg Company, while John formed the Battle Creek Food Company to develop and market coffee substitutes and soy milk. He wrote some 50 books to advance his nutritional theories, but never enjoyed the fame and fortune accorded to his  brother.

1. The creation of the brand 

Everything starts at the end of the XIXth century when W.K Kellogg with his brother decided to bake beans of wheat they  grind immediatly  between rolls to obtain a thin sheet of dough. But a day,in 1894, they left the kitchen forgetting the wheat and, on their return, the grains of wheat have cooked and hardened. However, they  still decided to roll the wheat into a sheet of dough. And after  a rest time,the grains of wheat turn into petals when rolling, instead of the thin dough sheet. In 1898, W.K Kellogg remade  the same thing but with corn. When they were grilled the petals became crunchy and light. This is how the corn flakes are born.

1. The evolution of the brand and how it became a word-leading brand.

1. The evolution of the brand 

Since the invention of the Corn flakes, Kellogg’s  innovated a lot, here is some dates wich show the evolution of the brand:

1906 : W.K Kellogg founds the Battle Creek Toasted Corn Flake Company and hire the first 44 contributors. Together, they create the corn flakes and put into practise the vision of W.K Kellogg’s: Have healthy and good foods for the breakfast.

1915 : They create the Bran Flakes.

1916 : They create the All Bran.

1922: Kellogg’s arrive in the UK and the corn flaks are on sale in the groceries.

1926: Kellogg Company innovates by becoming the first company in the food industry to hire a dietician.

1928: Kellogg’s creates the Rice Krispies.

1950s: Kellogg’s creates Special K and Frosties.

1968: Kellogg’s arrives in France.

1980s: Kellogg's expands its product line for the happiness of consumers.

1997: Opening of the W.K. Kellogg Institute for Food and Nutrition Research where the scientists, the nutrisionists and the engineer transformed raw cereals into good and healthy cereals for the breakfast.

Today: Kellogg’s spread in 180 countries and made the corn fllakes as W.K Kellogg’s made them.

1. How it became a word-leading brand

We can say Kellogg’s Comapgny became a world-leading brand because W.K and his brother invented something that didn’t exist before: the corn flakes and continued to innovate. Moreover, during the Second World War, Kellogg’s created cereals to feed the populations affected by the war what gave them a good image. In 1969, Kellogg’s had the honor to provide the breakfast to Neil Armstrong, Buzz Aldrin and Michael Collins during their travel to the moon.  

1. Marketing strategies 

1. Marketing tools

The most noticeable contemporary marketing tool for Kellogg Cornflakes are the company newsletter which incorporates all its product and latest news on each, mass advertising  that is, TV, print media, and direct promotion  that is coupons. The coupons allow customer to claim box of cereal. This is even made much easier by allowing the customers to claim the free box of cereal coupons on the Kellogg’s promotional website (www.freecereal.co.uk). The compagny uses also the packaging of Kellogg Cornflakes to influence consumer beliefs about the product. Indeed, Kellogg Cornflakes has colours green, purple and yellow which depict perceptions of green as wellness, natural and organic, purple as creativity and sensitivity and yellow as brightness, happy and uplifting.

1. Target consumer

The target consumers for Kellogg’s are children. According to Kellogg’s, Children are assumed to like chickens, it fascinates them. So the pack design with cork head will fascinates children to draw the attention of their parent to buy Kellogg’s Cornflakes. Moreover, Kellogg’s compagny create others mascots to attract the children like Coco the monkey for the cereals Coco Pops, Maya the bee for the cereals Miel Pops and Tony the Tiger for the cereals Frosties. It is a visual message that children understand easily. The visual communication content explains how this product is advertised to children. For the parents and the adults, Kellogg’s Compagny knows that they are not interrested by the visual contents of the adverts but rather the real contents in the cereal box more precisely by the the nutritional contents. Indeed,they will want to search for cereals that are healthy by looking at their nutrition fact labels. That is the reason Kellogg’s put on the sides of the box of Kelllogg’s cereals   a nutrition label. So the parents or the adults are able to check through the nutrition label, which is certainly to meet the nutrition standard for a healthy living.

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