Balancing the marketing mix through creative and innovative strategies A Kellogg's case study
The Kellogg company was founded in 1898 by W.K. Kellogg and his brother, Dr. John Harvey Kellogg. Through experimentation with flaked corn, W.K. Kellogg created the recipe for Corn Flakes. In 1906, he opened the "Battle Creek Toasted Corn Flake Company" and recruited his first 44 employees. Together with these employees he developed the initial batch of Kellogg's Corn Flakes bringing to life his vision for great-tasting, 'better-for-you' breakfast foods.
This has helped the company to engage with a market more concerned with healthy living.
With a vision 'to enrich and delight the world, through foods and brands that matter' Kellogg's employs over 31,000 people worldwide. Its products are manufactured in 18 countries and sold in over 180 countries. Kellogg's well known cereal brands include Coco PopsÃÂ®, Rice KrispiesÃÂ®, Crunchy NutÃÂ® and Special KÃÂ®. With a 37% market share of the value of the UK's breakfast cereal market, Kellogg's has a wide range of products including 25 brands of cereals, cereal bars, and snacks.