Marketing Strategies of Kellogg’s: Driving Growth and Innovation

Kellogg’s is a renowned American multinational food manufacturing company that specializes in producing breakfast cereals, snacks, and convenience foods. The company was founded in 1906 by Will Keith Kellogg, a health food enthusiast who aimed to provide wholesome and nutritious breakfast options to people. Kellogg’s headquarters are located in Battle Creek, Michigan, United States, and the company has operations in more than 180 countries worldwide.

The history of Kellogg’s dates back to the 19th century, when John Harvey Kellogg, Will Keith Kellogg’s brother, founded the Battle Creek Sanitarium. The institution was a health retreat that promoted vegetarianism, exercise, and other lifestyle changes to improve people’s health. Will Keith Kellogg worked at the Sanitarium and developed a cereal made from wheat, which was a hit among the guests. In 1906, he founded the Kellogg Company to manufacture and market the cereal, which became known as Corn Flakes.

Over the years, Kellogg’s has expanded its product line to include a wide range of cereals, snacks, and convenience foods. Some of the most popular Kellogg’s brands include Rice Krispies, Special K, Pop-Tarts, Pringles, and Cheez-It. The company has also acquired several other food companies, such as Keebler, Bear Naked, and RXBAR to diversify its product portfolio.

Kellogg’s has had a long and successful history, with many milestones along the way. In 1914, the company introduced its first bran cereal, All-Bran, which became a bestseller. In 1928, Kellogg’s began using snap, crackle, and pop as the advertising slogan for rice krispies, which has become one of the most recognizable jingles in the world. In 1953, the company introduced sugar frosted flakes, which later became known as frosted flakes and continue to be one of the most popular breakfast cereals to this day.

Kellogg’s is one of the largest food companies in the world. In 2020, the company reported net sales of $13.8 billion and a market share of 24.7% in the US cereal market. Kellogg’s has consistently ranked among the top food companies on the Fortune 500 list and has received numerous awards for its products, innovation, and sustainability practices.

Kellogg's - Target Audience
Kellogg's - Marketing Mix
Kellogg's - Marketing Campaigns
Kellogg's - Marketing Strategies

Kellogg's - Target Audience

Kellogg’s focuses on families with children and health-conscious individuals. Their products include breakfast cereals, granolas, and snacks, which are marketed as convenient, tasty, and nutritious options for breakfast, lunch, or snack time.

Kellogg’s aims to attract parents who are concerned about their children’s health and want to provide them with a balanced and wholesome diet. They also target busy individuals who are looking for quick and easy meal options that fit into their busy schedules. Kellogg’s also emphasizes its commitment to using natural and wholesome ingredients and promoting sustainable practices, which may appeal to environmentally conscious consumers.

Kellogg's - Marketing Mix

Kellogg’s marketing mix is a key factor in its success as a global brand. The company’s strategy focuses on creating and marketing high-quality breakfast foods, snacks, and other food products to appeal to a diverse audience. Kellogg’s utilizes a range of marketing strategies including product development, competitive pricing, extensive promotion, and widespread distribution channels to ensure their products are easily accessible to consumers. Let’s delve deep into the marketing mix that helps Kellogg’s appeal to its customers.

Product

Kellogg’s product mix consists of a variety of breakfast cereals and snacks that cater to different consumer preferences and needs. The company's breakfast cereal product line includes popular brands such as Kellogg’s Cornflakes, Special-K, and Froot Loops.

Kellogg’s also offers a range of snacks such as crackers, cookies, and cereal bars under brands like Pringles, Gardenburger, and Sunshine Biscuits. The company continuously innovates and introduces new product variants to keep up with changing consumer preferences, including gluten-free options and products with visible ingredients like granola, fruits, and nuts. Kellogg’s product mix is designed to appeal to a diverse audience while maintaining a focus on health and nutrition.  

Price

Kellogg’s pricing strategy is based on market research and conditions. The company adopts a competitive pricing approach to maintain its market position and compete with other players in the industry. Kellogg’s also uses various promotional programs, such as discounts and coupons, to increase sales and customer loyalty. The company keeps prices flexible to respond to changes in consumer demand and market conditions. Despite its market leadership, Kellogg’s pricing strategy is often dominated by its own brands. The company demonstrates its commitment to corporate social responsibility by donating products, such as cereals, to support initiatives that fight global hunger. Kellogg’s pricing strategy is designed to balance profitability with accessibility and social responsibility.

Place

Kellogg’s place mix includes a range of distribution channels designed to make its products easily accessible to consumers worldwide. The company’s focus on emerging markets has led to the development of various distribution channels such as convenience stores, vending machines, mini superstores, and high-frequency stores. Kellogg’s also sells its products through direct sales to grocery stores, utilizing a broker and distributor system for certain products. The company markets some of its brands to supermarkets through a direct store-door delivery system. Kellogg’s has adapted to changing consumer preferences by utilizing e-commerce platforms to distribute its products. The company’s strategic partnerships with major retailers like Walmart have helped to drive a large portion of its sales. Kellogg’s place mix is designed to ensure its products are widely available and easily accessible to consumers globally.

Promotion

Kellogg’s promotional mix is aimed at building brand awareness and increasing sales. The company utilizes various promotional strategies, such as sponsorships of events and series, to promote its brands. Kellogg’s also offers prizes in cereal boxes and uses mascots to attract children. Merchandising is another promotional tool that the company utilizes, such as releasing a PC game called Mission Nutrition with select cereal packs. Kellogg’s has also utilized social media for marketing campaigns and is expanding its messaging on special occasions to increase snack growth in emerging markets. The company’s promotion mix is designed to engage consumers through various channels and increase brand recognition globally.

Kellogg's marketing mix is designed to cater to changing consumer preferences and market trends, and has enabled the company to maintain its leadership position in the food industry.

Kellogg's - Marketing Campaigns

Kellogg's is known for its creative and innovative marketing campaigns that have captured the attention of consumers worldwide. Here are some of the top marketing campaigns by Kellogg's:

Tony the Tiger

One of the most iconic mascots of Kellogg’s is Tony the Tiger. Tony, the smiling tiger, is the face of Kellogg’s Frosted Flakes cereal. His famous catchphrase “They're Great!” has become a part of popular culture. Tony the Tiger has appeared in numerous television commercials, print ads, and social media campaigns over the years.

Share Your Breakfast

In 2011, Kellogg’s launched the Share Your Breakfast campaign, encouraging people to share their breakfast with a child in need. The campaign aimed to help children who were going hungry and were unable to afford a nutritious breakfast. Kellogg’s pledged to donate a free breakfast for every breakfast photo shared on social media platforms. The campaign was a huge success, with millions of breakfast photos shared online and a significant increase in Kellogg’s breakfast sales.

Special K “What Will You Gain?”

In 2013, Kellogg’s launched the “What Will You Gain?” campaign for its Special K brand. The campaign focused on women’s empowerment and body positivity, urging women to focus on what they could gain by adopting a healthy lifestyle rather than just losing weight. The campaign received widespread recognition and appreciation from women all over the world.

Eggo Waffle’s Stranger Things Collaboration

In 2019, Kellogg’s partnered with Netflix’s popular series Stranger Things to promote Eggo Waffles. The Eggo Waffles product had a prominent presence in the show, and the collaboration helped Kellogg’s boost sales and brand awareness. The campaign was a huge success, with Eggo Waffles becoming a pop culture phenomenon.

Cereal and Milk

In 2021, Kellogg’s launched an innovative marketing campaign called “Cereal and Milk”. The campaign encouraged people to explore different cereal and milk combinations and share their creations on social media. The campaign featured popular influencers and celebrities sharing their favorite cereal and milk combinations. The campaign was a huge success, with thousands of people participating and sharing their creations online.

Kellogg's has a long history of successful marketing campaigns that have resonated with consumers worldwide. Kellogg’s has proven to be a master of marketing and brand awareness.

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Kellogg's - Marketing Strategies

Kellogg’s is a household name when it comes to breakfast cereal and snacks. The company has been successful in creating a strong brand image that has been consistent for more than a century. Kellogg’s has used several marketing strategies over the years to stay ahead of its competitors and retain its market share. Here are the top  marketing strategies that Kellogg’s has used:

Targeted Marketing

Kellogg’s uses targeted marketing to promote its products. For example, Kellogg’s has separate marketing campaigns for children and adults, which are tailored to appeal to their specific tastes and preferences. Kellogg’s has also launched a range of gluten-free and organic products to cater to the growing health-conscious segment.

Product Innovation

Kellogg’s has consistently introduced new products to keep up with changing consumer preferences. For example, Kellogg’s introduced the first-ever cereal box toy in the early 1900s and has continued to offer innovative products such as Special K Protein bars, and Kashi Go crunch.

Branding

Kellogg’s has a strong brand image that has been consistent for over a century. The company’s iconic characters, such as Tony the Tiger and Snap, Crackle, and Pop, are well-known across the world.

Sponsorship

Kellogg’s has sponsored several sports events, such as the Olympics and the World Cup, to increase brand visibility. The company has also sponsored TV shows, such as USA Gymnastics and Dragon Tales, to target children.

Social Media Marketing

Kellogg’s has an active social media presence, which it uses to connect with consumers and promote its products. The company has used platforms such as Facebook, Twitter, and Instagram to launch marketing campaigns and engage with its followers.

Packaging

Kellogg’s has used innovative packaging to stand out on the shelves. For example, the company introduced resealable cereal bags, which helped to keep the cereal fresh for longer periods.

Discounts and Promotions

Kellogg’s uses discounts and promotions, such as coupons and buy-one-get-one-free offers, to attract customers and increase sales. The company has also used loyalty programs to retain its customers.

Corporate Social Responsibility

Kellogg’s has used its corporate social responsibility initiatives to improve its brand image and increase customer loyalty. For example, the company donated cereals worth more than $10 million during the pandemic to fight global hunger.

The company’s strong brand image and consistency in marketing have helped it to maintain its position as a market leader in the breakfast cereal and snack industry.

Kellogg’s has implemented a variety of marketing strategies to establish its brand as a leader in the food industry. From introducing new product variants to investing in social media marketing, Kellogg’s has been able to capture the attention of its target audience and increase its market share. The company’s focus on CSR initiatives, such as donating cereal to fight hunger during the pandemic, has helped strengthen its brand reputation and build customer loyalty.

By implementing these strategies, start-ups can create a strong brand presence and establish themselves as leaders in their respective industries.

So, if you are a start-up looking to establish your brand, take a cue from Kellogg’s and invest in innovative marketing strategies that resonate with your target audience. By doing so, you can create a strong brand presence and drive business growth.

FAQs

Who is the founder of Kellogg's?

Kellogg's was founded in 1906 by Will Keith Kellogg.

What is the target audience of Kellogg's?

Kellogg’s focuses on families with children and health-conscious individuals. They also target busy individuals who are looking for quick and easy meal options that fit into their busy schedules.

What are the top marketing strategies of Kellogg's?

The top marketing strategies of Kellogg's are:

• Targeted Marketing
• Product Innovation
• Branding
• Sponsorship
• Social Media Marketing
• Packaging
• Discounts and Promotions
• Corporate Social Responsibility