Kellogg's is the largest producer of corn flakes, coco pops, and rice flakes with a huge market in children who influence parents' purchasing power. Kellogg's communication strategy aims to establish the brand as healthy by promoting the benefits of breakfast through campaigns like breakfast clubs funded through public-private partnerships. The message is propagated through all internal and external communication channels to employees and target audiences like children and parents. Kellogg's multi-platform approach including campaigns, media, online presence, and corporate social responsibility initiatives has been highly successful with positive feedback and enrollment of 700 schools in their breakfast club program.

1. BY AKSHAY P.S
ASHWATHY SANTOSH
LAXMI PRIYA
ROHINI MAHENDRA
JOSEPH TOMY
FRANKIN JOSEPH
SUHAS KUNNATH
*

2. 1.WHAT IS
COMMUNICATION??

3. *

4. *

5. *
*Huge market for Kellogg's
*Kellogs largest producer of corn flakes coco pops
and rice flakes
*Huge market if communication done properly to
target audience(Children) but purchasing power of
parents
*Start from children and move to parents bottom –up
strategy
*Healthy breakfast important for all age groups
propagated through they're communication strategy

6. *
*To establish Kellogg's as a healthy brand
*Portray a silent marketing strategy as a part of
corporate social responsibility
*Build up a recognizable brand which has a long
lasting impression on the consumers mind
*Use all channels of communication effectively
namely campaigns, print, media both satellite
and radio, online.

7. *
*Benefit of having a healthy breakfast
*Make a healthy start for the day
*This was propagated through the campaign of
breakfast clubs the same which was funded by
private- public partnership between the local
governments .
*The message propagated through both internal
and external communication means

8. *
*The message should be percolated from top
management to the bottom level
*Each and every employee should relate to the
company’s message
*The employees should be able to relate to the
campaign
*Then only they would be able to relay the
message in the same context to the
consumers..

9. *
*External business communication refers to
what and how you communicate with
audiences outside your business.
* Each audience segment should be defined
so you can tailor the most effective
method of reaching it.
*Kellogg's was able to do it very efficiently.

10. *
*Kellogg's target audience the entire population
or generation into a non-healthy habit of
having fast –food or no breakfast at all.
*Specific target-children most likely to miss
breakfast Make it attractive for them by
combining corn flakes and choclate variants..
*Once children accept it move towards the
parents .
*Popularize the concept through campaigns at
school so that awareness about Kellogg's
increases among parents .

11. *
*Campaigns for publicity, breakfast clubs
*Media- TV Radio & Print media
*Online- Social networking sites, blogging
especially mummy blogging
*Corporate social responsibility

12. *
* Multi platform approach paying dividends
* Campaigns a great success in schools
* Children having Kellogg's breakfast able to
perform better in academics and all
activities

13. *
*Positive reaction from print media
*All media feedback remained positive reaching a
target audience of a million people.
* Campaigns in school a great success
* Online campaign wonderful success – trending
high on twitter and Facebook

14. *
*Kellogg's employees visit breakfast clubs with
local Member of Parliament and try and get a
ground reality of the situation which resulted
in a positive feedback
* Moms into blogging about advantages of the
product so indirect word of mouth publicity..
* Through sales of Kellogg's a certain part of
money contributed to set up and functioning
of breakfast clubs.
* 700 schools enrolled for the programme
largest CSR campaign in united kingdom.