How Kellogg's Uses Marketing Effectively Case Study

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...


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…

Cite this Document:

"How Kellogg's Uses Marketing Effectively" (2014, March 24) Retrieved June 18, 2024, from

"How Kellogg's Uses Marketing Effectively" 24 March 2014. Web.18 June. 2024. <

"How Kellogg's Uses Marketing Effectively", 24 March 2014, Accessed.18 June. 2024,

Related Documents
Kellogg's Company

Breakfast is considered the important meal of the day. It is a good, nutritional start for the rest of the day. The metabolism of the human body is at its peak from morning to noon. More energy is required during this period. Nutritionists believe that breakfast should be the heaviest meal of the day. And meals should become smaller as the day progresses. Cereal is a good source of carbohydrates

Marketing Valuation of Special Kellog's Cereal Marketing valuation Kellogg's Special K. cereals Kellogg's Foods: 3 Marketing mix: 3 Product: 4 Price: 4 Promotion: 5 Product Differentiation: 5 Triple bottom line Strategy: 6 Financial, Social, and Environmental Factors: 7 The business case of Kellogg's Special K. cereals is analyzed to assess the effectiveness of marketing mix, key features of the business strategy, and growth factors. The history of Kellogg's Foods is briefly described along with the analysis of marketing mix. Later

Marketing Justification and Marketing Strategy for the Launch of a Date Flavored Breakfast Cereal in Saudi Arabia The development and sale of a date flavored cereal to be sold in Saudi Arabia may have a great deal of potential. The cereal market in Saudi Arabia is the largest cereal market in the Middle East, and it is in a growth phase (ITP.net, 2006), while two major global breakfast cereal firms; Kellogg and

The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001). The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers

Programmatic marketing is as some will say the next best way to advertise. In digital marketing, new techniques are being developed to effectively and efficiently target a broader audience through online and the web. The amount of smartphone and tablet users are growing by the day which means companies and organizations need a more cost-effective and faster way to advertise to them. Any types of events can trigger programmatic marketing.

Managing Advertising, Sales Promotion, Public Relation and Direct Marketing Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one