Kellog’s Case Essay

Generally speaking, one can distinguish a pension target is a brand of excellent reference and value. Futher to a greater extent, a premium brand is a brand that has a peculiar(a) value to a commercialise because of the design, inventiveness and quality that it provides. In humanitarian to this, a successful brand name will encourage subjection amongst consumers who will be more likely to buy the product on a regular basis. So a brand is considered to be premium solitary(prenominal) when the customers believe the brand is worth the price one is gainful for it.In other words, the vendor is able to charge more for a product however if the competition provides a similar product or service at a lower price. Regarding Kellogs, one can severalize it is a premium brand not only because of its wide roll up of products and 42% of the market share of the value ot the UKs cereal market but to a fault because the consumers are con? dent that they receive a high quality product when they buy a Kellogs deal Question 2 Describe the difference between an aim and an objective. ahead differentiating between an aim and an objective on should ?rst de? ne the speci? c signification of these two words in the management context. An aim is a goal. It is something a company wants to achieve. Moreover, it helps people to understand the beliefs and principles of that pedigree An objective is a more precise statement 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 start Kellogs as an example. Their aim was was to clarify the importance of a fit lifestyle to the consumers.To achieve this aim Kellogs set several objectives, much(prenominal) as increasing the association between Kellogs and sports or even encouring and supporting forcible activities. Question 3 Outline the purpose of Kellogs cause with the ASA. The reason why Kellogs chose to work with the Amateur mel ted Association can be deduced when one looks at the aims of Kellogs and of the ASA. As explained in question 2 Kellogs wants to reinforce the importance of a balanced lifestyle so its consumers understand how a balanced victuals and excercise can improve their harps.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 gold 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 positioning by working with ASA.Because of its corporate responsibility Kellogs is perceived much more positively by its customers which automatically hold o uts to a high loyalty and a better business reputation, which eventually can lead to higher sales and revenues. Question 4 Using examples to support your dialogue, esteem how Kellog pass offs and discuss how this enables it to position its brand. Kellogs uses two ways to communicate. The internal and the out-of-door way. In order for a strategy to be adopted successfully, a companys internal and outside communication has to be correlated. outset of all Kellogs uses internal communication, which is make within its organisation. The goal of stressful 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 th is, Kellogs wants its staff to understand its business objectives and also be able to relate to them.Secondly, Kellogs uses several external communication methods in order to strengthen its brand positioning. It uses several shares 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 publicity 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.One example is the use of the resume 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 need of physi cal activity by working with partners that emphasize sports and also by publicize the need of sports through their own channels such as packaging and advertisement.