Joanna Yu's Blog

Recently, from class, we have talked about cereal and branding which reminded me of Kellogs.  I have been eating Kellogs cereal since I was young and I could say I am loyal to the brand.  I as a consumer, have tried many Kellogs products and I remain loyal to them because I have developed a trust for the brand.  I believe Kellogs has a good brand name because they make a large variety of products for different types of consumers.  For example, they used to target young children as they use animated characters on their cereal products as seen in the picture below.

However, from the rise of health conscious people, Kellogs has responded to this by introducing a new product line known as Specail K where they specifically promote the minimal fat content and the healthy corn flakes + additional healthy fruits and nuts add ins.  They have also developed a strong brand through their special featured products.  They have developed strong partnerships with other well known companies that allow them to feature special coupons printed on the inside of the box itself that people can use.  For example, I realized recently, I always remain loyal to Kellogs because I find their cereals a good deal as the the money I save on the coupons tend to be equal to the amount of money I actaully spend on their cereal.  They have been doing this for many years now as I remember recieving free VCDs as a prize in my cereal box.  Kellogs has a very strong branding because they keep their promises to gain consumer trust.  I can firmly say that I have never been disappointed from any Kellogs product purchases as they are always fresh and always contains a prize or coupon!

Kellogs uses effective segmentation target marketing and shown from the picture above, their Special K cereal is targeted towards healthy conscious people and thus the coupons offered are for healthy foods as well such as salads and energy drinks.