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Kelloggs case study

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its about communication process plan (case study)

its about communication process plan (case study)

Published in: Technology, Business

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  • 1.  This Case Study Examines How Kelloggy’s Devised A Plan To Communicate the importance of breakfast to selected target audience through a multi-platform campaign .  This was in support of its “ Help give a Child a Breakfast ” campaign launched in October 2011.
  • 2.  Kellogg’s is the worlds leading producer of cereals, its products are manufactured in 18 countries and sold in more than 180 countries.  Its also been a leader in health and nutrition through providing consumers with a wide variety of food products.
  • 3.  Kellogg’s has been active in supporting Breakfast clubs in schools for many years , working with the education charity .  Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment.
  • 4.  Since 1998 , this partnership has set up 500 breakfast clubs in schools across the UK .
  • 5. Sender Encoding Medium Decoding Receiver Feedback Barriers
  • 6. Evaluation Findings Channels and formats Audience Message Overall objectives Research Specific target
  • 7.  Written communication  Television and radio advertising  Internet and social media  Face to face
  • 8.  A formal communication channel transmits information such as the goals, policies, and procedures of an organization. Messages in this type of communication channel follow a chain of command. This means information flows from a manager to his subordinates and they in turn pass on the information to the next level of staff.  An example of a formal communication channel is a company's newsletter which gives employees as well as the clients a clear idea of a company's goals and vision. It also includes the transfer of information with regard to memoranda, reports, directions, and scheduled meetings in the chain of command.  A business plan, customer satisfaction survey, annual reports, employer's manual, review meetings are all formal communication channels.
  • 9.  Within a formal working environment, there always exists an informal communication network. The strict hierarchical web of communication cannot function efficiently on its own and hence there exists a communication channel outside of this web. While this type of communication channel may disrupt the chain of command, a good manager needs to find the fine balance between the formal and informal communication channel.  An example of an informal communication channel is lunchtime at the organization's cafeteria/canteen. Here, in a relaxed atmosphere, discussions among employees are encouraged. Also managers walking around, adopting a hands-on approach to handling employee queries is an example of an informal communication channel.  Quality circles, team work, different training programs are outside of the chain of command and so, fall under the category of informal communication channels.
  • 10. Business engage in both Internal and External communication  Internal communication involves  Share holder.  Senior managers.  Other employees or contractors.  External communication involves  Media .  Customers.  Supplier .  Government or wider public.
  • 11. Target audience Develop greater understanding of the impact of kellogg’s Shareholders , employees customers, national media wider public government Change increase public awareness of the impact of breakfast Shareholders , employees customers, national media wider public government Raise funding for breakfast by donation made from the purchase of kellogg’s corn flakes Consumers Improve public perception of the company Consumers the wide public and key opinion formers Motivate employees be involving them in the initiative Employees
  • 12.  From this case study we would like to conclude that Kellogg's wanted to give message to the people that healthy meal is good for health.  It also contains fiber , vitamins and minerals which is healthy for children.  That's the reason they started breakfast club so that children get healthy food and they also enjoy to play, learn & socialise with classmates.
  • 13. Dharmendra Tiwari Heeralal kumavat Ankita Edlabadkar Bhoomi Kakkad Jafarali Nathani Pravin