Kellog’s Case Essay

Generally speaking, unrivalled can say a premium brand is a brand of excellent quality and value. Futher more than, a premium brand is a brand that has a particular value to a market because of the design, inventiveness and quality that it provides. In addition to this, a triple-crown brand name will encourage loyalty amongst consumers who will be more likely to buy the product on a regular basis. So a brand is considered to be premium only when the customers believe the brand is worth the price one is paying for it.In other words, the vendor is fitting to charge more for a product even if the competition provides a similar product or service at a lower price. Regarding Kellogs, one can say it is a premium brand not only because of its wide range of products and 42% of the market share of the value ot the UKs grain market but also because the consumers are con? dent that they receive a high quality product when they buy a Kellogs trade Question 2 Describe the difference in the m idst of an motor and an objective. Before differentiating between an aim and an objective on should ?rst de? ne the speci? c meaning of these ii words in the management context. An aim is a ending. It is something a company wants to achieve. Moreover, it helps people to understand the beliefs and principles of that business An objective is a more precise literary argument of the goal. It is designed to contribute to a speci? c aim. Therfore, it has to be speci? c, measurable and realistic. To make it more clear one can take Kellogs as an example. Their aim was was to clarify the greatness of a balanced lifestyle to the consumers.To achieve this aim Kellogs set some(prenominal) objectives, such as increasing the association between Kellogs and sports or even encouring and supporting physical activities. Question 3 Outline the purpose of Kellogs last with the ASA. The reason why Kellogs chose to work with the Amateur Swimming Association can be deduced when one looks at the aim s of Kellogs and of the ASA. As explained in question 2 Kellogs wants to reinforce the grandness of a balanced lifestyle so its consumers understand how a balanced diet and excercise can improve their lives.ASAs aim is to give more people, more opportunities to swim for health and fun. Because of the correlation of these two aims of these two companies it makes sense to work together in order to use synergies to achieve their common goals and objectives. Whereas Kellogs acts as a sponsor, ASA makes sure the swimmers receive the best possble support and the funds reach the proper institutions and people. Moreover, working with ASA assisted Kellogs to get in contact with several other companies and partners, such as Sustrans. Furthermore, Kellogs reinforces its brand flecking by working with ASA.Because of its corporate responsibility Kellogs is perceived much more positively by its customers which automatically leads to a higher loyalty and a better business reputation, which eventu ally can lead to higher sales and revenues. Question 4 Using examples to support your dialogue, evaluate how Kellog communicates and discuss how this enables it to position its brand. Kellogs uses two ways to communicate. The internal and the external way. In order for a strategy to be adopted successfully, a companys internal and external communication has to be correlated.First of all Kellogs uses internal communication, which is done within its organisation. The goal of trying to clarify the importance of a balanced lifestyle to the consumers is also done within the company. By dispersing a house magazine to its employees, about the importance of a balanced lifestyle, it also wants to highlights the importance of its goal not only to its customers but also to its staff. Furthermore, the Kellogs personnel is provided with a pedometer to encourage its employees to live a healthier lifestyle. To summarize this, Kellogs wants its staff to understand its business objectives and also b e able to relate to them.Secondly, Kellogs uses several external communication methods in order to strengthen its brand positioning. It uses several elements of the marketing-mix to communicate with its customers. First of all, it uses a huge variety of media to reach its consumers, such as the press, radio, television and internet. Moreover, the packaging of Kelloggs products is also a key element of the marketing mix. Kellogs packaging provides the assurances of quality and nutrition that come with its name and also appeal to the end user, mostly children. unitary example is the use of the cartoon characters of Jack & Aimee the tries to show the importance of exercise and a balanced lifestyle. So to summarize, one can say Kellogs wants to position its brand as a healthy, family-oriented, high quality product that puts an emphasis on a healthy and balanced lifestyle. This is done by communicating the neediness of physical activity by working with partners that emphasize sports an d also by advertising the need of sports through their own channels such as packaging and advertisement.