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Introduction
Businesses need to set themselves clear aims and objectives if they are going to succeed.
The Kellogg Company is the world’s leading producer of breakfast cereals and convenience
foods, such as cereal bars, and aims to maintain that position. In 2006, Kellogg had total
worldwide sales of almost $11 billion (£5.5 billion). In 2007, it was Britain’s biggest selling
grocery brand, with sales of more than £550 million. Product lines include ready-to-eat cereals
(i.e. not hot cereals like porridge) and nutritious snacks, such as cereal bars. Kellogg’s brands
are household names around the world and include Rice Krispies, Special K and Nutri-Grain,
whilst some of its brand characters, like Snap, Crackle and Pop, are amongst the most wellknown
in the world.
Kellogg has achieved this position, not only through great brands and great brand value, but
through a strong commitment to corporate social responsibility. This means that all of
Kellogg’s business aims are set within a particular context or set of ideals. Central to this is
Kellogg’s passion for the business, the brands and the food, demonstrated through the
promotion of healthy living.
The company divides its market into six key segments. Kellogg's Corn Flakes has been on
breakfast tables for over 100 years and represents the ‘Tasty Start’ cereals that people eat to
start their day. Other segments include ‘Simply Wholesome’ products that are good for you,
such as Kashi Muesli, ‘Shape Management’ products, such as Special K and ‘Inner Health’
lines, such as All-Bran. Children will be most familiar with the ‘Kid Preferred’ brands, such as
Frosties, whilst ‘Mum Approved’ brands like Raisin W ...