Kellogg Company (you know them as Kellogg\'s, makers of Rice Krispies, Corn Flak
ID: 1246362 • Letter: K
Question
Kellogg Company (you know them as Kellogg's, makers of Rice Krispies, Corn Flakes, and a variety of other cold cereal products) celebrated its 100th anniversary a few years ago in 2006. As with many companies, it has attempted to expand internationally. Click to view all the countries where Kellogg can be found. Take a look a few of the websites for Kellogg Company in other countries. How do their marketing efforts in these countries differ? Do they offer the same products everywhere? What are some of the major concerns and considerations related to international expansion on which Kelloggs should reflect when deciding to venture into these countries?Explanation / Answer
Kellogg Company, the world's largest breakfast producer and leading provider of convenience foods, today announced the kick-off of its 100th anniversary celebration. Breakfast as we know it today was an accident. In the late 1800s at the Battle Creek Sanatorium, a combination hospital and health spa for the elite and famous, W.K. Kellogg, business manager, and his brother, Dr. John Harvey Kellogg, chief physician, were in the process of cooking some wheat for a type of granola when they were called away. When they returned, the wheat had become stale. They decided to force the tempered grain through the rollers anyway, and surprisingly, the grain did not come out in long sheets of dough. Instead each wheat berry was flattened and came out as a thin flake. This flake was a springboard for innovation that resulted in the creation of Kellogg's Corn Flakes cereal and led to the formation of the Battle Creek Toasted Corn Flake company in 1906, which eventually became Kellogg Company - changing the form of breakfast forever. This kind of innovation is core to Kellogg history and culture. In fact, during its anniversary year, the company will unveil a number of new innovations including Granola Munch 'Ems, Yogos fruit and yogurt snacks and Special K Snack Bites. Although the last century has seen dramatic shifts in the way people live, Kellogg has been a reliable presence decade after decade, introducing now-classic brands such as Rice Krispies (1928), Kellogg's Frosted Flakes (1952), Special K (1956), Froot Loops (1963) and Apple Jacks (1965). As distinctive as its new products were, so too were the company's marketing strategies. For example, Kellogg created its first premium, "The Funny Jungleland Moving Picture Book," in 1910. Kellogg also introduced some of today's most recognizable and favorite characters such as Snap! Crackle! Pop! (1933), Tony the Tiger (1952) and Toucan Sam (1963). From the beginning, W.K. Kellogg wanted to share his products with other countries, and began distributing Kellogg's Corn Flakes in Canada in 1914. To keep the company growing, Kellogg presented its first public offering in January of 1952. It is now traded on the New York Stock Exchange under the ticker symbol K.
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