KELLOGSS CORN FLAKES

ANKITA(20100127) SHARMISTHA PURKAYASTHA(20100145)

 This case study looks at the Kelloggs brands and considers both the branding of the corporate image and the individual products. How have they developed and how are they maintained

Packaging of Kelloggs

What is rebranding
Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors

 This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand upmarket . However, the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish to communicate.

Introduction
Kelloggs is an American owned organization that has a true global market. It has four main divisions covering North America, South & Central America, Asia Pacific, and finally Europe, Africa and the Middle East. The European Headquarters is in the UK, which along with Ireland has the highest per capita consumption in the world.

2010 Cereal Recall

On June 25, the company voluntarily began to recall about 28 million boxes of Apple Jacks, Corn Pops, Froot Loops and Honey Smacks because of an unusual smell and flavor from the packages' liners that could make people ill. Kellogg's said about 20 people complained about the cereals, including five who reported nausea and vomiting.

 The suspected chemical that caused the illnesses was 2-methylnaphthalene, used in the cereal packaging process. Little is known about 2-methylnaphthalene's impact on human health Kellogg's offered consumers refunds in the meantime

Discontinued cereals and foods

Banana Bubbles A banana-flavoured variation of Rice Krispies. First appeared in the UK in 1995, but discontinued shortly thereafter. Bart Simpson's No ProblemO's Sold in the UK for a limited period Bigg Mixx cereal C-3PO's cereal

Marketing
Premiums and Prizes W.K. Kellogg was the first to introduce prizes in boxes of cereal. The marketing strategy that he established has produced thousands of different cereal box prizes that have been distributed by the tens of billions

Childrens premiums
Kellogg's Corn Flakes had the first cereal premium with The Funny Jungleland Moving Pictures Book. The book was originally available as a prize that was given to the customer in the store with the purchase two packages of the cereal. But in 1909, Kelloggs changed the book giveaway to a premium mail-in offer for the cost of a dime. Over 2.5 million copies of the book were distributed in different editions over a period of 23 years

Cereal box prizes

In 1945, Kellogg inserted a prize in the form of pin-back buttons into each box of Pep cereal. Pep pins have included U.S. Army squadrons as well as characters from newspaper comics and were available through 1947. There were 5 series of comic characters and 18 different buttons in each set, with a total of 90 in the collection. Other manufacturers of major brands of cereal (including General Mills, Malt-O-Meal, Nestl, Post Foods, and Quaker Oats) followed suit and inserted prizes into boxes of cereal to promote sales and brand loyalty.

Motorsports
Kellogg's made its first foray into auto racing in 199192, when the company sponsored the #41 Chevrolets fielded by Larry Hedrick Motorsports in the NASCAR Winston Cup Series

Merchandising
Kelloggs once released Mission Nutrition, a PC Game that came free with special packs of cereal. Some toy cars have the Kelloggs logo on them, and occasionally their mascots.