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  1. 1.
  2. 2. About kellogs<br />Kellogg started with only 44 employees in Battle Creek, Michigan, in 1906. <br />Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality.<br />Kellogg has historically been a leader in industry, innovation and marketing.<br />With 2009 sales of nearly $13 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods.<br />
  3. 3. <ul><li>Vision:</li></ul> To be the food company of choice.<br /><ul><li>Mission:</li></ul> To drive sustainable growth through the power of our people and brands by better servicing the needs of our customers , consumers , and communities.<br /><ul><li> Operating Principles</li></ul> Remain consumer centric<br />Executional excellence<br /> Prioritize to win<br /> Continuous efficiency improvement<br />Vision and mission<br />
  4. 4.  Values<br />Kellogg Company’s values, K Values™, shape their culture and guide the way they run their business. <br />In 2005, the company instituted the W.K. Kellogg Values Award, which is given annually to one individual and one team of employees who best exhibit the K Values in their work.<br />
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  6. 6. 1900s:<br />In 1906, W.K. Kellogg entered the cereal business, as American eating habits began shifting from heavy, fat-laden breakfasts to lighter, more grain-based meals. <br />To help consumers distinguish Kellogg's Corn Flakes® cereal from the products of the 42 other cereal companies in Battle Creek, Michigan, W.K. put his signature on each package, saying that these Corn Flakes are the "The Original."<br />History<br />
  7. 7. With the advent of pasteurization of milk, the ready-to-eat cereal business expanded. <br />To keep up with a growing market, Kellogg Company developed new product, packaging and marketing innovations to fit consumer needs. <br />In 1914, Kellogg Company created Waxtite® wrappers, a new concept in packaging technology. W.K. Kellogg believed that if people tried a good product, they would keep buying it.<br />After having success in the U.S. market, Kellogg opened its first foreign cereal facility in 1914 in Canada.<br />1910s<br />
  8. 8. Kellogg continued to expand into new markets, exporting cereal to England in the early 1920s and later building a plant in Sydney, Australia.<br />Kellogg also established one of the first home economics departments in the food industry in 1923, the same year that Kellogg's® Pep™ wheat flakes was introduced. <br />The famous Kellogg's® Rice Krispies® began talking to consumers in 1927.<br />1920s<br />
  9. 9. In 1930, Mr. Kellogg founded the W.K. Kellogg Foundation..<br /> Kellogg expansion continued with a new plant in Manchester, England. <br />Kellogg's® Pep™, became the first cereal fortified with vitamins through the "spray" method.<br />1930s<br />
  10. 10. As a result of the company's many efforts during WWII, Kellogg was awarded the Army-Navy "E" flag for excellence<br />Kellogg's® Rice Krispies® Marshmallow Treats ® recipe, first advertised in 1940, became a popular food for mailing to service people abroad<br />Kellogg launched new whole-grain product lines likeKellogg's Raisin Bran® in 1942 and opened the company's second U.S. plant in Nebraska.<br />1940s<br />
  11. 11. Throughout the 1950s the company introduced some of today's most beloved cereals including: Kellogg's® Corn Pops®, Kellogg's Frosted Flakes®, Kellogg's® Honey Smacks™, Kellogg's® Cocoa Krispies™ andKellogg's® Special K®, which was the first high-protein breakfast cereal ever offered to consumers.<br />1950s<br />
  12. 12. For Kellogg Company, the 1960s were marked by a wide range of new product introductions. <br />There were five new cereals: Kellogg's Froot Loops®, Kellogg's Apple Jacks®, Kellogg's Frosted Mini-Wheats®, Kellogg's Bran Buds® andKellogg's Product 19®, as well as Kellogg's Pop-Tarts® toaster pastries andKellogg's® Croutettes™ croutons.<br />Kellogg also enjoyed extensive global expansion, opening facilities in South America, Canada, Scandinavia, Europe and Asia. <br />1960s<br />
  13. 13. The company published its nutrition policy, outlining its fortification practices and commitments to nutrition, responsible advertising and consumer education. <br />Kellogg became the first cereal company to voluntarily list the amount of sugar in its cereals on the side panel of its packages.<br />1970s<br />
  14. 14. New cereal products of the 1980s including Kellogg's® Squares™ line,Kellogg's® Crispix® and Kellogg's® Just Right®<br />The company built advanced-technology cereal plants in Battle Creek and London, Ontario. <br /> In 1986, Kellogg Company's new headquarters opened in downtown Battle Creek<br />1980s<br />
  15. 15. Kellogg remained the global cereal leader and opened its first plants in India, China, Thailand and Latvia.<br />Kellogg's® Pop-Tarts® toaster pastries became the company's top-selling product.<br />In the 1990s, as consumers purchased "On the Go" foods like never before, convenience foods grew as a percentage of Kellogg's sales. <br />Kellogg's® Rice Krispies Treats® squares and Kellogg's® Nutri-Grain® bars won broad consumer acceptance.<br />1990s<br />
  16. 16. Kellogg has generated strong upward momentum – sales of its cereal products, expanding its convenience foods business and pursuing profitable growth.<br />Kellogg also has benefited from the acquisition of health foods leader Kashi Company, the multi-country success of products such as Kellogg's® Special K® Red Berries cereal. <br />In 2006, Kellogg Company celebrated its 100th Anniversary.<br />2000s<br />
  17. 17. Kellogs products:<br />New In Stores<br /> Pop-Tarts Frosted<br /> Wild GrapePop-Tarts Popsters Strawberry BlastSpecial K Fruit Crisps StrawberryClever Kids Lett<br />Family Favorites <br />AustinCarr'sCheez-ItEggoFamous AmosFroot LoopsFrosted FlakesKeebler EL FudgeKeebler Town HouseMorningstar FarmsMurray Sugar FreeNutri-GrainRice KrispiesSpecial K<br />
  18. 18. Key Factor for Success(KFS)<br /><ul><li>Healthy image: it is perceived as healthy in comparison to other daily snacks such as crisps and chocolates.. </li></ul> <br /><ul><li>Convenience: Kellogg’s have a range of breakfast bars which are ‘portable snacks’ to have on-the-go which make it convenient for those on the morning rush, something that they can have whenever they want, were ever they are.</li></ul> <br /><ul><li>Versatility: can be used to replace meals, as a snack between meals and for kids as lunch box filler.
  19. 19. Healthy options: Kellogg’s are making cereals healthier for the future generation as health is a growing concern by reducing salt and adding fruits into the cereals and bars.</li></li></ul><li><ul><li>Brand awareness: Kellogg’s has been a long established company and have a high level of brand awareness and customer loyalty. </li></ul> <br /><ul><li>Something for everyone: they have a wide range of products that vary from children to adults,
  20. 20. Innovation: from when they started they continue to make more and more different cereals by playing with flavor, taste and the new emerging markets. </li></ul> <br /><ul><li>Low barriers to entry: low technological requirements have made it easy for niche markets to enter the industry.
  21. 21. Value for money: the average household can afford to buy Kellogg’s as they usually promote offers with new products and regular price reductions in order to keep there loyal customers by their side.</li></ul> <br /><ul><li>Quality: since they began Kellogg’s have always offered the same quality in the products they also make a promise to the customers that if they are not satisfied with there product they can get their money back. This ensures the same great taste in every product.</li></li></ul><li>Key Factor for Success(KFS)<br />
  22. 22. Kellogg Around the World<br />One of Kellogg Company’s greatest competitive advantages is their global infrastructure.<br /> Their founder, W.K. Kellogg, started the company more than 100 years ago and quickly expanded into new geographies. <br />The early adoption of this growth plan has provided them with a global business today.<br />Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world.<br />