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Brand personality refers to a marketing strategy that is intended to pass a powerful message targeting a group in a certain area to influence people to associate with the product. A brand personality should integrate the needs of the target group and the product image by understanding the lifestyle, age, and gender of the target group. It is divided into five dimensions that include excitement, competence, sincerity, sophistication, sincerity, and ruggedness (Tybout, Calder & Kellogg School of Management, 2010).
Kellogg’s brand and product personality
Breakfast is an important meal that provides teens and children with the energy required for concentration, memory, attention, creativity, and positive moods among other benefits. Most people in the US misses breakfast because of a lack of time or weight loss. For these reasons, the company introduced breakfast clubs to enable kids to take breakfast (Tybout & Calkins, 2005).
The marketing of Kellogg products was challenging in the beginning due to the difficulties in convincing the public to buy a different product. The company invested heavily in sales of corn flakes as a way of advertisement. Kellogg has an original and unchanged personality about great-tasting, nutritious, quality, and healthy products. The company products include crunchy nuts, Eggo, Krave, and many other new products.
The company believes that a day starts with a good breakfast. Therefore, the company has been working towards creating a positive impact on family lives especially children. These products are nutritionally enriched with vitamins and cereals rich in iron, folic acid, and thiamin that are recommended for a complete diet requirement. It provides consumers with full nutrition from the diverse, great tasting cereals that are fortified with vitamins (Calder & Kellogg Graduate School of Management, 2008).
The communication concept
This campaign communication concept is described as all-inclusive and aggressive. The use of both formal and informal communication increased the brand, as well as product awareness ensuring that all age groups and different personalities are involved. The use of letters to reach schools and government representatives was effective to reach the masses represented by institutions. Social media are widely used by most adults in the UK especially the youth where feedback is easily retrieved. The use of both informal and formal communication presented opportunities to provide more information about the brand and its products thus popularizing the brand (Calder & Kellogg Graduate School of Management, 2008).
Kellogg’s campaign discussed
The campaign targeted mainly mothers since they have a major influence on what their kids eat and this was meant to make the brand sensible. Many women are busy and overwhelmed with a lot of work and thus do not find enough time. The company invested in the mothers’ instincts to keep children out of hunger through the program. The strategy to collaborate with motherhood.com was a brilliant idea for the website to increase brand awareness through advertisement.
The motherhood.com founder promoted the brand quoting how simple and powerful the company made a difference in people’s lives. Getting kids involved in the campaign was an opportunity to interact with them, and initiate conversations between kids and mothers and the other people. Social media has a significant influence on women. Thus, getting women into positions of social networks has promoted the success of the campaign. The powerful force of social media was critical for the success of this campaign considering the overwhelming response experienced during the launch (Minglin 2011).
Kellogg’s influence consumer socialization
American children are exposed to media marketing that has influenced them in many ways when they remember and understand the intentions of the advert. The Kellogg “funk-town” website is one of the advertisements intended to advertise the company’s breakfast brands. The children’s influence on family consumption choices is a bottom-up approach. In this case, it is the kids who influence the parents on what they would consume and not the other way round.
Children do not comprehend the persuasive adverts, and that is why the use of video games was developed to influence them since they focus on attractive products. The use of video games acts as a conversation. Thus, the message is conveyed through this interaction. Studies have shown that children are likely to be influenced more by other kids than parents’ choices. Consequently, popularizing the brand through children was projected to increase consumption.
Involving mothers in the company’s campaigns influenced the family consumption lifestyle. In this case, mothers are the decision-makers when it comes to family consumption since they shop and make meals. The social network created awareness on the company’s products while relatives with children influenced one another in supporting the breakfast fund initiative. This campaign involved every interested party including parents, members of parliament, the public, the media, and the school. Therefore, just like the previous campaigns, “help give a child breakfast” is expected to influence consumption in children (Sandra, 2008).
The use of music in advertisements is effective in marketing consumer goods. The music industry generates a lot of money suggesting the use of music in adverts can be effective. Music adverts are applicable on both radio and television adverts. I would advertise the American commercial airline using music on television by incorporating soothing music to show the different satisfying emotions desired by airline travelers. This advert starts as an exhausted traveler struggles to pack the luggage and change the music from one scene or setting to another. The intensity of the music would start from irritating and uncoordinated tune to soothing and smooth music to associate the airline with comfort and prestige.
The use of music and the advertisement require an understanding of the music that affects the communication relay. The use of music enhances recall of the brand especially if the music fits (MacInnis & Park, 1991). An advantage of music is that the consumer does not have to be in visual contact with the advert. Thus, the consumer can be reached from a nonvisual range with the advertising channel.
The use of popular music is effective as great attention is paid to commercial advert. It is important to investigate and understand the music used in adverts. This can enable changes to be made for the music to fit the advert. This is meant to ensure that the lyrics in the song match the advertising message. Additional comparisons should be made considering the instrument or vocals used (Alpert & Alpert, 1990, p. 130). Music has driven the corporate advertisement with the assistance of Apple products and other brands. This has formed one of the most effective advertisement appeals.
Alpert, JI & Alpert, MI 1990, “Music influence on mood and purchase intentions,” Psychology & Marketing, vol. 7, no. 2, pp. 109-133.
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Calder, BJ & Kellogg Graduate School of Management, 2008, Kellogg on advertising & media: The Kellogg School of Management, John Wiley & Sons, Hoboken, N.J.
MacInnis, DJ & Park, CW 1991, “The differential role of characteristics of music on high- and low-involvement consumers’ processing of ads,” Journal of Consumer Research, vol. 18, pp. 161-173.
Minglin, P 2011, Why Kellogg’s Latest Cause Marketing Campaign Works. Web.
Sandra, C 2008, Children as Consumers: Advertising and Marketing. Web.
Tybout, A M & Calkins, T 2005, Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management, John Wiley & Sons, Inc., Hoboken, New Jersey.
Tybout, AM, Calder, BJ & Kellogg School of Management 2010, Kellogg on marketing, John Wiley & Sons, Hoboken, N.J.