Premium Essay


In: Business and Management

Submitted By snilayb
Words 2258
Pages 10
Stakeholder engagement

The Kellogg Company is the world’s leading producer of cereals. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products. Kellogg’s market leading position and reputation is built on its commitment to ethical business practices and its values-based culture. Business values identify the beliefs that the company holds to be the most important. These values then guide decision making and shape the way the organisation behaves. For Kellogg’s, these are referred to as K-Values.

Kellogg’s long-term business plans, known as strategies, focus on engaging with its stakeholders to ensure their needs are being met. For Kellogg’s, this means ensuring the highest ethical standards and sustainable business practices. Kellogg’s has a Global Code of Ethics governing how it deals with stakeholders across the world. A sustainable business is one which focuses on minimising any negative impact to the environment to ensure future generations can prosper. Kellogg’s vision and core purpose outline what the company wants to achieve. They guide the organisation’s decision making processes to help meet the expectations of its stakeholders. Kellogg’s vision, which was refreshed in 2012, sets out the company’s main aim: ‘To enrich and delight the world through

Integrity & Respect • Accountability • Passion Simplicity • Success • Humility & Hunger


foods and brands that matter.’ This is supported by Kellogg’s purpose of ‘Nourishing families so that they can flourish and thrive.’ Every Kellogg’s employee, no matter where in the world, is working towards achieving these every single day.

Kellogg’s K-Values guide the way the company interacts with all of its stakeholders. Stakeholders are individuals, groups and organisations that have an…...

Similar Documents

Free Essay


... CORPORATE STRATEGY OF KELLOGS Outline • • • • • • • • • • Introduction History Industry Analysis Product Portfolio Marketing Mix Strategies adopted in Indian market Failure of Kellogg’s and its results Porter’s Five Force Model SWOT Analysis PESTEL Kellogg’s •Kellogg Company is a multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. •Kellogg started with only 44 employees in 1906. •Founder, W.K. Kellogg, had a strong commitment to nutrition, health and quality. •Kellogg's products are manufactured in 18 countries and marketed in more than 180 countries. Vision and mission Vision: To enrich and delight through foods and brand that matter. Mission: To drive sustainable growth through the power of our people and brands by better servicing the needs of our customers, consumers and communities. Operating Principles •Remain consumer centric •Executional excellence •Prioritize to win •Continuous efficiency improvement Values • Kellogg Company’s values, K Values™, shape their culture and guide the way they run their business. • In 2005, the company instituted the W.K. Kellogg Values Award, which is given annually to one individual and one team of employees who best exhibit the K Values in their work. History of Kellogg’s 1906 - John Harvey Kellogg and Will Keith Kellogg also known as W.K Kellogg founded the Battle Creek Toasted Corn Flake Company in Battle Creek, Michigan. 1914–The production of the Kellogg’s Corn......

Words: 599 - Pages: 3

Premium Essay

Kellogs Marketing

...Discussion Question 1- Kellogg’s Overview: The marketing of Kellogg's and the creation of some of the most valuable individual brand names has been key to the company's success. Kellogg's advertises using a whole range of media: in the press, on posters, radio and cinema, direct mail and, most recently, on the Internet. However, the main channel for its advertising is on television, where individual brands are given their own air time, aimed specifically at a target audience. Current Issues for Kellogg’s WASHINGTON—Parents and advocacy groups today announced their intent to file suit against Viacom and Kellogg to stop them from marketing junk food to young children. The plaintiffs contend that these two companies are directly harming kids’ health since the overwhelming majority of food products they market to children are high in sugar, saturated and trans fat, or salt, or almost devoid of nutrients. They will ask a Massachusetts court to enjoin the companies from marketing junk foods to audiences where 15 percent or more of the audience is under age eight, and to cease marketing junk foods through web sites, toy giveaways, contests, and other techniques aimed at that age group. How has the advertising target audience changed over time : It is crucial for us to understand what the overall market trend is like. Important considerations to understand what the content of the advertisement would cover and who it should appeal to depends on the overall product itself. ...

Words: 1162 - Pages: 5

Premium Essay


...APPENDIX: Kellogg Consulting Club Practice Cases While most cases require multiple analytical techniques, the category indicates where the candidate will likely spend most of the time. SECTION I: Sample Case Interviews 1. 2. New Drug Launch Prozac SECTION II: Profitability/Operations 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Shamrock Chemical Chilled Beverages Distilled Spirits Commodity Manufacturer Snack Food Conglomerate ROIC Increase Agricultural Equipment Manufacturing Paint Manufacturer Super Regional Bank Local Banking Demand Cement Manufacturer Beverage Company Candy Company SECTION III: Industry Analysis/Growth 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. Direct Mail Retailer Selective Binding Case Iberia Gasoline Pricing Pipeline Company Permanent Light Bulbs Aluminum Can Manufacturer Science Industry Information Services Company Meat Packing Industry Video Games Merger Candidate in Chemical Industry Machine Loading Case Telecommunications Diversification Packaging Material Manufacturer Page 34 SECTION IV: Market Entry/Expansion/Investment 30. 31. 32. 33. 34. 35. 36. Corn Feed Company Buenos Aires ENT Consulting Firm (I) Concrete Manufacturer Healthcare Company Gas Manufacturer Vitamin Manufacturer Entry into China SECTION V: Market Sizing/Estimation/Brainteasers 37. 38. 39. 40. 41. 42. 43. Cigar Bar New Magazine Piano Tuners Cars in the Chicago Loop Chewing Gum Market Golf ball Market Entry Oil Refining Industry SECTION VI:......

Words: 23126 - Pages: 93

Premium Essay

Kellogs in India

...Mascots such as the Tiger Kellog’s flexibility and adaptility towards consumer needs * Great marketing initiative through various campaigns * They are able to make special products for different countries Control 42% of global market share for cereal * Has a global workforce of over 30,000 people * Considered as the best brand in their area Weaknesses The product was too expensive initially for the Indian Market * The revenues of the Indians are not the same compared to the americans or the europeans for example Product not adapted to the Indian taste * The Indian people have their own taste concerning their food habit and it is completely different comparent to the “usual” customers of Kellogs Opportunities Introduction of new trend with nutritional value in breakfast * Change in lifestyle of consumers , lack of time increase consumption of readymade food * Give examples of the Benefits of Kellogg’s Cereals Diversification of their product line * Create new product line adapted to the indian taste Develop a better pricing strategy * Adapt their prices to the Indian Prices and to the local prices Less competition * Few Big cereal Brands are implanted in the Indian Market * The local food is their only competitors Threats Cultural factor and eating habits * India is a traditional country * It will be hard for Kelloggs to change the Indian’s habits concerning the......

Words: 312 - Pages: 2

Free Essay

Kellogs Case

...To : Carlos Gutierrez From : Date : 16/10/2013 Subject : Kellog’s case Analysis The purpose of this memo is to recommend about Special K product innovation. Since Kellogs became number-one cereal maker in the world, Special K’s product is one of the most successfull product of Kellogs. Indeed, the company decided to focus on the snack product while not ignoring the cereal products. Special K products are now famous in a lot of country especially in America. The women were the main target. For the Special K product, heavy advertising and promotion has been established, and there is also new flavours that appeared with for example « Red berries » and « Vanilla Almond» to answer to the different needs. Then new kind of products were launched  with several new snack products  like : Snack Bites, Protein Bars etc.. to create a new way of consumption. We spent to a morning consumption (cereals) for daily consumption (with all the new products). And they also adapted their product with the new way of life with the « calorie-counting crowd ». Indeed, the advantages are the evolution of the product that interest the consumer. The product corresponds with the expectations and the behaviors of the society and especially the women. However, it is difficult to identify all kinds of products for the consumer, the range is maybe too large with more than 40 products.......

Words: 299 - Pages: 2

Premium Essay


...the huge population of India. Further one of the main challenges for Kellogg’s is to find product to suit well to the Indian taste. It should find products that could appeal well to the Indian masses. Kellogg’s should collaborate with other small local companies of India which can lead to saving its costs and adding constancy to its productions. As India is one of the booming economies of the world with a vast potential of growth, so Kellogg’s moving to Indian market is fully justified. Its entrance in the Indian market was not quite easy as it had to suffer huge loss due to unacceptance of its products by the Indian masses. Kellogg’s used a lot of innovative strategies to remain in the Indian market. There are a lot of challenges which Kellogs has to face in India like fluctuating oil prices, repositioning its brand correctly, conducting good market analysis and monitoring the Indian culture, taste and price sensitive market. Need an essay? You can buy essay help from us today! PEST Analysis A further result of the market research conducted was segmentation to focus on urban women concerned about weight. This leads to benefits such as the possibility to focus specifically on the product and marketing needs of a select group of consumers; however, it can be simultaneously detrimental by narrowing the consumer base even further particularly whilst a company is still in the process of establishing itself within the market. Whilst Kellogg’s has demonstrated a great deal of......

Words: 1423 - Pages: 6

Premium Essay

Kellogs Report

...KELLOGG’S Building a better workplace through motivation Photo uploaded successfully. Roll No :500668 Password Photo uploaded successfully. Roll No :500668 Password :5006681990621 Group Report By- PARAS GUPTA JAIVARDHAN DHAWAN ARJUN NARANG RAHUL DHIR AMAN SHARMA NISHANT EUGENE CHIRAG BHATIA SUMMARY Motivation is a psychological process that activates and directs voluntary actions that are goal directed. Motivation is the inner force that guides behaviour and is concerned with the causation of specific actions. People spend a considerable part of their lives at work, and expect to be rewarded. This makes them satisfied and happy. Motivation encourages the employees to contribute more to the development of an organization despite of being variety of functions and work performed like engineering operatives in the manufacturing section, finance, marketing, sales, information technology or human resources. Kellogg has encouraged everyone to live in a positive way. The Kellogg Company which is the world’s leading producer of breakfast cereals that produces their product in 18 countries and sell them in more than 180 countries have applied the various motivational theories in their organization has gained success in satisfying their employees. Based on Taylor theory monetary reward can be great motivational factor that tends to work with narrow job confined, as it might reduce the quality and increase...

Words: 1577 - Pages: 7

Free Essay

Kellog Brown Root

...Kellogg Brown and Root, also known as KBR Engineering & Construction, is a unit of the Halliburton Company which provides military support services. KBR IS a leading global engineering, construction and services company and the world’s largest government defense services provider. Its mission is to provide on-demand support services to the U.S. Department of Defense across the full military mission cycle, from contingency logistics and field support to operations and maintenance on military bases. Formerly known as Brown and Root Services, KBR was scrutinized in 2000 by the GAO for overcharging and providing unnecessary services in the Balkans. ▪ Balkans Support Contract is the largest contract for services to U. S. forces, representing about $2 billion in contract costs spent in the Balkans since December 1995.Brown & Root's open-ended logistics contracts from the Army and Navy --indeed much of the military privatization campaign -- are grounded in a 1992 study the company did for the Defense Department that several analysts said formed the template for privatization of logistics for a downsized U.S. military. Soon after the company delivered the classified study, which reportedly concluded that the Pentagon could save hundreds of billions of dollars by outsourcing, Brown & Root won its first competitively bid logistics contract. Vice President Dick Cheney was defense secretary when the first Brown & Root study was done, and he became chief executive of its parent......

Words: 526 - Pages: 3

Free Essay


...Kellogg’s Main points: 1) 100% recycled packaging 2) No racial discrimination 3) Foregoing profits rather than putting its customers at risk 4) Phasing out some food ads to children 5) Searching for salt substitutes Kellogg’s is one of world’s most ethical companies for many reasons. To start with, the Founder W.K. Kellogg wanted to do good things for people, starting with nutrition and the environment, and began promoting environmentally-friendly processes by producing the first boxes of cereal in recycled packaging in 1906. Today, Kellogg’s uses 100% recycled packaging. In addition, Kellogg’s created a Social Responsibility Committee in 1979 that now deals with environmental concerns, health & safety, addiction and abuse, and other issues that impact employees and communities. Kellogg’s recently received an award from the National Association for the Advancement of Colored People for diversity in compliance and ethics. Kellogg’s is also the 2007 national sponsor for Race for the Cure, and has a comprehensive program for United Way’s Days of Caring, in which the entire company donates time. In 2009, the cereal giant Kellogg asked stores to stop selling its popular Keebler and Austin brand peanut butter crackers, as health officials reported two more deaths in the nationwide salmonella outbreak that is linked to peanut butter. What is important to note is that Kellogg had discovered no trace of salmonella in its peanut butter crackers but took......

Words: 435 - Pages: 2

Premium Essay

Kellogs Case Study

...products on the Indian market (10 marks) Incresased market penetration Kellogs increased their market penetration by having numerous distribution channels in the indian market. This would lead to inceased sales volume. Plans were also in place to open an additional processing plant in india as a way of increasing produce/supply. Positioning of products and cost reduction Mazza was not prositioned in the premium segment. The packaging was also different- pouches instead of cardboard- thus reducing costs and by extension prices. Creation of brand awareness through the launch of Chocos biscuits- Kellog’s mass market production of choco biscuits to created a wider awareness for their brand. This help in brand recognition both locally and internationally. Introduction of retail pack Kellogs introduced retail packs that would cater for the different consumer needs in the market. This further helped in gaining a bigger market share. Launch of Mazza series- Indianising the flavours After the success of both the Choco and Frosties brands , Mazza was introduced with indian flavour. This was a great strategy since it recognized the locals’ favoured flavours. It came in various categories such as Mango Elaichi, Coconut Kesar and Rose flavors. These were deveoped after a series of indian martket research. Nutrition Education: In partnership with the Indian Dietetic Association, Kellogs developed a series of nutrition workshop activities to create......

Words: 983 - Pages: 4

Premium Essay


...Kellogg's Indian Experience: A Failed Launch |In April 1995, Kellogg India Ltd. (Kellogg) received unsettling reports of a gradual drop in sales from its distributors in Mumbai. There | |was a 25% decline in countrywide sales since March1995, the month Kellogg products had been made available nationally. | | | |Kellogg was the wholly-owned Indian subsidiary of the Kellogg Company based in Battle Creek, Michigan. Kellogg Company was the world's | |leading producer of cereals and convenience foods, including cookies, crackers, cereal bars, frozen waffles, meat alternatives, piecrusts, | |and ice cream cones. Founded in 1906, Kellogg Company had manufacturing facilities in 19 countries and marketed its products in more than | |160 countries. The company's turnover in 1999-00 was $ 7 billion. Kellogg Company had set up its 30th manufacturing facility in India, with | |a total investment of $ 30 million. The Indian market held great significance for the Kellogg Company because its US sales were stagnating | |and only regular price increases had helped boost the revenues in the 1990s. | Launched in September 1994, Kellogg's initial offerings in India included cornflakes, wheat flakes and Basmati rice flakes. Despite offering good quality......

Words: 2645 - Pages: 11

Premium Essay

Kellogs Case of Study

...24765_KELLOGGS 8/3/07 08:45 Page 1 Using aims and objectives to create a business strategy CURRICULUM TOPICS • Aims and objectives • Branding • Positioning • Communication Introduction When preparing a strategy for success, a business needs to be clear about what it wants to achieve. It needs to know how it is going to turn its desires into reality in the face of intense competition. Setting clear and specific aims and objectives is vital for a business to compete. However, a business must also be aware of why it is different to others in the same market. This case study looks at the combination of these elements and shows how Kellogg prepared a successful strategy by setting aims and objectives linked to its unique brand. One of the most powerful tools that organisations use is branding. A brand is a name, design, symbol or major feature that helps to identify one or more products from a business or organisation. The reason that branding is powerful is that the moment a consumer recognises a brand, the brand itself instantly provides a lot of information to that consumer. This helps them to make quicker and better decisions about what products or services to buy. Managing a brand is part of a process called product positioning. The positioning of a product is a process where the various attributes and qualities of a brand are emphasised to consumers. When consumers see the brand, they distinguish the brand from......

Words: 2352 - Pages: 10

Premium Essay

Acc 551 Kellog Company

...Kellogg Company is the world’s leading producer of ready-to-eat cereal products. In recent years, the company has taken numerous steps aimed at improving its profitability and earnings per share. Presented below are some basic facts for Kellogg. [pic] .:. Instructions (a) What are some of the reasons that management purchases its own stock? (b) Explain how earnings per share might be affected by treasury stock transactions. (c) Calculate the ratio of debt to assets for 2010 and 2011, and discuss the implications of the change. SOLUTION: (a) Management might purchase treasury stock to provide to stockholders a tax-efficient method for receiving cash from the corporation. In addition, it might have to repurchase shares to have them available to issue to people exercising options to purchase stock, or management might purchase treasury stock because it feels that its stock price is too low. It may believe that by purchasing shares it is signaling to the market that the price is too low. Management might also use excess cash to purchase stock to ward off a hostile takeover. Finally, management might purchase stock in an effort to change its capital structure. If it purchases stock and issues debt (or at least does not retire debt), it will increase the percentage of debt in its capital structure. (b) Earnings per share is calculated by dividing net income by the weighted-average number of shares outstanding during the year. If shares are reduced by......

Words: 400 - Pages: 2

Free Essay

Case Study Kellog

...Everybody Loves Cereal! Kellogg Raul Mendez Lindsey Wilson College 11/2/2015 On my honor as a student, I have neither given nor received any unauthorized aid on this assignment/exam. Introduction The majority of the people do not comprehend how important the breakfast in our lives is. Research shows that 93% of the population in the United States eat or drink something for breakfast, and 51% of this people prefers cereal, this is mainly because health factors. Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on February 19, 1906, by Will Keith Kellogg as a consequence of his effort with his brother John Harvey Kellogg at the Sanitarium Battle Creek following practices established on Adventist Seventh Day Christian denomination and he also believed in the remunerations of a vegetarian diet and exercise. John Harvey Kellogg thought that masturbation was something really bad for the people, Therefore, Kellogg wanted to combat masturbation by a simple method: the simple and healthy food. And, he claimed, that was able to overpower the instincts of man's primary, as well as a healthy lifestyle. On the opposing, he believed that other foods such as meats it augmented. So, during his stay in Battle Creek Sanitarium in Michigan, he decided to devise a kind of breakfast inadequate by sexual impulses cereal granules with oats and corn. Later, he teamed with his brother Will and both decided to put sugar to the recipe and then create one of the......

Words: 1306 - Pages: 6

Premium Essay

Marketing Plan for Kellogs

...Executive Summary NIKE is the world's leading sports clothing and footwear designer, marketer and distributor. The company is established 45 years ago and it produces and sells high quality sports clothing, footwear, equipment and accessories for a range of sports, fitness activities and leisure mainly. NIKE is a multinational company, which runs and develops its business activities globally and sells its products in more than 160 countries according to NIKE Corporate Website. NIKE owes its success and best performance on the global market to the high quality and innovative products that it produces and to its strong USP, brand positioning and direct to consumer channels. Related to the impressive performance and identified strong growth opportunities for the NIKE Brand portfolio the company objective is to achieve a revenue of $ 24 -25 billion for fiscal 2015 stated in report for 2011, which is more than the target of 23 $ billion announced in 2010. (, 2011 ) Nike faces strong competition from the German sportswear maker Adidas and Puma globally. (Datamonitor Plc., 2011 ) Identifying market opportunities and key marketing strategies helps the company to achieve its marketing objectives – profit. Analyses on the Bulgarian market reveals a demand for sportswear and footwear among professional sports players and all the amateurs involved in range of sports and fitness activities and people who wear sports clothing and snickers for leisure , can...

Words: 1387 - Pages: 6