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Essay / Research Paper Abstract
This 8-page paper discusses integrated marketing communications and how this type of plan might be applied to Kellogg Co. Bibliography lists 5 sources.
Page Count:
8 pages (~225 words per page)
File: AS43_MTkelllimc.rtf
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Unformatted sample text from the term paper:
- all three grace the boxes of Kelloggs cereal. While Toucan Sam carefully guards the colorful Os of Froot Loops, Snap, Crackle and Pop cavort on boxes of Rice Krispies
and Tony the Tiger espouses the benefits of Frosted Flakes by noting that "theyre greeeeaaat!!!" These three are also fairly recognizable brand images, thanks to Kelloggs constant effort to keep
them before the public. What well attempt to do in this paper is discuss the concept of integrated marketing communications (IMC)
and how it might fit in with Kelloggs marketing strategies. At the end of this paper, well discuss potential media outlets for promotion. Kellogg - An Overview
Kellogg Company in Battle Creek, MI is the manufacturer and distributor of some very well-known cereal brands; as mentioned above, Tony the Tiger and
Snap, Crackle and Pop are fairly well known brand characters. In addition to cereals, the company also offers snacks and cookies (through the Famous Amos and Keebler brands) and foods
such as Eggo waffles and Nutri-Grain cereal bars (Murray, 2009). Kellogg, a consumer food business, is in a highly competitive industry
- its in a constant battle with rival General Mills for the number one spot in the U.S., while getting a run for its money by the Post cereal brand
(owned by Ralcorp) (Murray, 2009). Kellogg is also active overseas, having acquired Zhenghang Food Company in China and the United Bakers
Group in the UK and Specialty Cereals in Australia (Murray, 2009). The companys largest customer is Wal-Mart, which accounted for approximately 20% of Kelloggs sales in 2008 (Murray, 2009).
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