Kellogg's* marketing philosophy is that a Kellogg product is never completely sold until it is purchased, used and the consumer is ready for repeat purchase. To apply this philosophy, we must have products of superior quality that satisfy consumers' preferences. We recognize that to enjoy the rewards and share in the responsibilities of a competitive marketing system, we must serve the consumer effectively and efficiently.
At Kellogg Canada Inc., we believe this "Golden Rule" is the most sound, long-range course to follow in our marketing practices. First, the consumer is assured a high quality, nutritious and good tasting product at a fair price. Second, through advertising, the consumer receives information in a light, entertaining but educational manner.
Good nutrition has been a driving force behind the Kellogg Company since its founding in 1906. Mr. Kellogg developed his cereals around four grains: corn, wheat, oats and rice. He was convinced that grains were not only highly nutritious but could offer a wide range of tastes and textures that could please people of all ages.
Kellogg has always been known for consistent quality. And the high standards that distinguish our quality products also apply to our marketing practices. The Kellogg marketing division leads the formulation of all company-wide marketing initiatives, including business strategies for each Kellogg brand. Internally, Kellogg marketing includes:
Product Management: Product managers, assistant product managers, and marketing associates take responsibility for each brand's advertising. Working closely with advertising agencies, they evaluate and implement creative marketing ideas that present Kellogg products to the public. In fact, the image that most people have of Kellogg Canada comes directly from their efforts.
New Product Development: This group's function is to initiate and manage the introduction of new products, both cereal and convenience foods, from the concept stage through market introduction. They oversee the food, brand equity, and advertising.
Consumer Understanding: This area takes the pulse of the public. State-of-the-art market research monitors the total environment of consumer food choices including nutritional needs, food preferences and eating patterns. Experts learn how Kellogg products meet consumers' expectations and what new needs or preferences they may have. Analysts also test consumer reactions before new products are introduced to the market, and they evaluate consumer response to Kellogg advertising to ensure that our messages are clearly communicated.
Consumer Affairs: This department serves as a liaison between Kellogg Canada and its consumers. Its goal is to maintain consumer confidence in Kellogg Company, its products, and promotions. A toll-free 800 telephone number (1-888-876-3750) telephone number and Post Office box number are printed on each Kellogg package to encourage consumers to share their comments. And, of course, you can reach Consumer Affairs through the Web.
Promotion Marketing: From this group comes the familiar items of Kellogg promotions, including packaging, premiums, coupons and point-of-purchase materials that consumers see in grocery stores. These services are part of the total marketing effort and connect the strategies of marketing and sales.
Nutrition Affairs: This group works with nutrition and health professionals to provide nutrition information on Kellogg products to consumers and professionals.
Product Communications/PR: This group handles public relations activities, serving as a liaison between Kellogg Canada and the media.
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