Market Research

Introduction to Kelloggs

Worlds leading producer of breakfast cereals

Kelloggs promotes benefit of healthy breakfast

A leader in health and nutrition for over 100 years Products manufactured in18 countries Sold in more than 180 countries

Supported breakfast clubs for over 20 years Over 500 clubs set up since 1998

Breakfast clubs

Set up in partnership with education charity ContinYou Kelloggs provides start-up grant to schools

Invested 1.5 million to date

Clubs in schools provide nutritious breakfast in safe, friendly environment Cuts in government funding affecting clubs Kelloggs communication plan highlights importance of clubs

The communication process

Effective communication needs

Barriers to effective communication = noise, e.g.

Clear message from sender Fitted to target receiver Using right channel or medium

Language, jargon, wrong medium

A communications plan

Uses principles of communication process May be used internally and externally

Also identifies all stakeholders Establishes objectives to be met Sets out measures of success Puts in place means of feedback and evaluation

Kelloggs breakfast clubs communications plan

Background to plan

Kelloggs purpose

1 in 7 UK children do not eat breakfast 25% eat chocolate/fast food instead Poor nutrition = lack of concentration, poor performance/behaviour

To show companys ongoing commitment to breakfast clubs Part of its longstanding Corporate Responsibility programme

Key messages for communications plan

Breakfast is important for people of all ages especially young people Breakfast clubs positively impact on childrens behaviour, attendance and ability to concentrate

Kelloggs has supported breakfast clubs since 1998 Buying Kelloggs products helps to feed children at breakfast clubs

Stakeholders in the plan

Internal - Kelloggs employees External Schools to attract applications for Kelloggs grants Media to generate press interest and increase public awareness Parents to demonstrate Kelloggs socially responsible stance and inform them how breakfast clubs could support their children. Members of Parliament (MPs) to get them to encourage local schools to apply for funding The public to attract consumers to buy Kelloggs products and generate additional funding

Key objectives

To get messages across about the benefits of breakfast and breakfast clubs To raise funds for clubs through the sale of Kelloggs products To make schools aware of funding from Kelloggs to support breakfast clubs.

Using the right medium

Multi-platform approach using different media Mix of formal (e.g. MP letters) and informal (e.g. mummy blogs) communications

Review and evaluation

Press articles and TV news coverage Reached a potential audience of 9 million people Over 700 schools applied for grant 500 of these received grant

Kelloggs employees attended 15 breakfast clubs with local MP Money raised will provide a million breakfasts by the end of 2012