anisha - kelloggs uk case analysis

CASE ANALYSIS -KELLOGG’S,

United Kingdom

Presented by:Anisha Kirpalani – CPGFR1001

Ramya Rangaswamy – CPGFR1004

Case Analysis, Kellogg’s, UK

HOW DO OBJECTIVES HELP IN ESTABLISHING A BUSINESS STRATEGY?

• Objectives of a business directs the company towards a common path. After establishing the objectives, the company has to clarify their business strategies to it’s various departments and to the general public. The business strategy simplifies the objectives by splitting them into micro events and targets to be achieved.

• In the case of Kellogg’s, the objectives set were very clear, they wanted to increase customer awareness about “right food” and wanted to create an image of their brand with the consumers wherein they associate Kellogg with health, physical activity, and community service.


CHARACTERISTICS OF A GOOD BUSINESS STRATEGY

• A good business strategy will be supported by a clear, concise and realistic objective.

• It should support the company’s objective. It should be aligned with company’s vision and mission.

• It has to be communicated clearly within the company, among all the departments and employees. This will ensure an understanding of each and every individual with the company’s goal and their personal goal.

• It should also communicate externally, telling the world what the brand stands for and what it believes in.


CHARACTERISTICS OF A GOOD BUSINESS STRATEGY

• A good business strategy should help in building a competitive yet healthy relationship with other organizations.

• The key strategy for Kellogg was not just to create a message about a balanced lifestyle for its consumers,it was also to set up activities that helped them achieve this lifestyle.


WOULD KELLOGG’S STRATEGY HAVE WORKED WITHOUT GOOD COMMUNICATION?

EXTERNAL• Kellogg’s success is due to how well it communicated itsobjective to help customers to eat well and healthy.• It also used various methods to communicate the same.• Jack & Aimee cartoon to spread the message ‘Get thebalance right’• Leaflets – to communicate healthy living and eating habits.

COMMUNITY ACTIVITIES• Sustainability – for a sustainable environment in the future• Donating to charity through employee matches andassociation with organizations like ASA• Main sponsor of swimming in Britain

Kellogg's Leaflets.pdf


WOULD KELLOGG’S STRATEGY HAVE WORKED WITHOUT GOOD COMMUNICATION?

INTERNAL• In house magazine circulated among employees that talkabout health and fitness.• Pedometers to all employees to encourage walking.• Why? – Help employees understand why the company hascreated its’ objectives.• This shows clearly what measures were taken by Kellogg’s toachieve its’ objectives.


VISION AND MISSION STATEMENT OF KELLOGG’S

“Kellogg Company’s Vision and Mission statements define its’focus upon sustainable growth, broadened definition of socialresponsibility and the true strength of the company – its peopleand our brands.”

The key was not just to create a message about a balancedlifestyle for its consumers. It was also to set up activities thathelped them achieve this lifestyle.


VISION AND MISSION STATEMENT OF KELLOGG’S

Case Analysis, Kelloggs, UK

THANK YOU


anisha - kelloggs uk case analysis

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