Kellogg’s is a global food manufacturing company that has become an iconic household name due to its cereal products. The company has been in operation for over a century, evolving and growing along the way.
The evolution of Kellogg’s business strategy can be classified into three broad phases: the early years, consolidation and modernization, and globalization.
During the early years, Kellogg’s was focused on product innovation and upholding their brand identity. Their initial market strategy was to focus on the health benefits of their products and target the wellness-conscious consumer. The invention of cornflakes by John Kellogg was not only groundbreaking but also the start of Kellogg’s exceptional product innovation. Corn flakes also provided Kellogg’s with a unique selling point by catering to the vegetarian community, promoting non-meat diets, and serving the health and wellness agenda.
In the consolidation and modernization phase, Kellogg’s began to focus on expanding its product line while also making strategic acquisitions to fortify its position as the leading cereal producer. By acquiring companies such as Keebler, Famous Amos, and MorningStar Farms, Kellogg’s diversified its product range ensuring it had a share in the snacking and vegetarian market, among others. The move ensured that the company maintained dominance it had developed in the breakfast food category while also penetrating other areas of the food industry.
The globalization phase saw Kellogg’s take its position as a leading global manufacturer of healthy, tasty, and nutritional products to the next level. With its large variety of products, the company began to focus on increasing its presence in new markets and establishing a global brand identity. Kellogg’s expansion into emerging markets such as China and India was driven by years of research experiences in product innovation, brand positioning, and customer experience. These experiences gave the company a head start in terms of branding, making its products accessible to customers worldwide.
It is worth noting that Kellogg’s extensive involvement in community welfare activities has helped the company maintain its consumer brand loyalty and trust. The company’s corporate social responsibility initiatives such as donating cereal products to schools and helping fund research for the fight against hunger are proof of their commitment to the customers and communities that their products serve.
In conclusion, Kellogg’s business strategy has evolved over time with the company creating a unique selling point while also being innovative with their products. Kellogg’s continues to balance the health of their customers, the value they bring to their shareholders, and the role they play in their community. The company’s continued efforts in research, product development, and community welfare will keep them ahead in the food industry for years to come.
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