How Kellogg\'s Uses Marketing Effectively

Kellogg's Case Study

Q1.Define communication.

Communication is defined as "the transmission of information from a sender to a receiver, via a given medium. Two-way communication involves some kind of feedback from the receiver back to the sender" (Communication 2).

Q2.Describe the key stages in the communication process. You can use a diagram to show the process

The communications process involves a sender encoding a message and transmitting the message through a particular medium. The message is then decoded by the recipient who gives a response in the form of feedback (Kellogg's 2).

What is meant by internal communication? Please give an example.

Internal communication "occurs within the firm e.g. between the marketing and finance departments" (Communication 6). Mass emails sent to all employees about a change in vacation policy or emails sent between members of a corporate work team are both examples of internal communications.

Q4. Describe the problems that could occur with informal communication. Give two examples.

Informal communications are defined as communication methods that "are not officially recognised e.g. A chat by the water cooler" (Communication 6). One of the problems which can occur with internal communication is the rumors and innuendos which may be generated about the company. For example, a rumor might be started that the company is going to merge with another company and many workers are likely to be let go. This can result in a great deal of needless internal disagreement and dissent. Informal communication, because it is spontaneous and not vetted by an outside authority; can also be subjected to many of the problems of informal communication in general, including a lack of clarity and poor timing; problems with the medium of communication itself; the attitudes of either the sender or the recipient to communication; or cultural barriers (Communication 9). For example, what one person intends as a harmless joke might be offensive to someone because of his or her particular worldview.

Q5. Explain two benefits of Kellogg's using its multi- platform campaign to communicate its messages.

Kellogg's 'Help give a child a breakfast' campaign was part of its 'breakfast clubs' initiative in the UK to give students in need free breakfasts through the school system. The program was not designed to advertise Kellogg's products but rather part of its sense of corporate social responsibility. Communicating information about the breakfast program could, of course, generate positive feelings about the company but information about the breakfast club could not be presented as 'advertising.'

A multi-platform campaign allows a company to reap all of the benefits of formal and informal communication, while using only one medium exclusively could present problems. For example, Kellogg's sent letters to members of the government informing them of the benefits of its free breakfasts. It also issued formal press releases. This allowed the company to control the message it was sending out. However, formal communication alone can seem too preprogrammed and not generate enough goodwill. Thus Kellogg's also used informal methods of communication through face-to-face interactions with students at breakfast clubs and also interfacing with 'mommy bloggers,' encouraging them to give the program positive press and to raise funding for the program (Kellogg's 4). Informal communication is less controlled and does run the risk of giving rise to innuendos or rumors but it is also faster, more direct, and sometimes more trusted by consumers.

Q6. Explain, with examples, the different communications channels a business might use to reach consumers. .

Written communication includes press releases, letters to public officials, and advertising in print magazines and newspapers. Television and radio communication channels include standard advertisements but also appearances on talk shows. Internet and social media includes using the corporate blog and website; interacting through Facebook and Twitter with customers; and using independent bloggers to promote the product. Face-to-face interactions involve actually interfacing with customers (such as meeting them at stores) (Kellogg's 5).

Q7. Choose two audiences of Kellogg's campaign shown in the case study and identify which media you think would be particularly effective for getting the messages across to them, explaining why.

Audiences such as schools are best reached through face-to-face communication. Schools must be made aware of the existence of the program and their eligibility. School officials might not be aware of the other types of media disseminated by Kellogg's and the message for this group needed to be very specific. In contrast, the public at large needed to be made aware of the general existence of the program and using mass television advertising and appearances on popular talk shows would be more useful to reach this general audience (Kellogg's 4).