Marketing Audit Project/Keebler Company

Technology: Keebler Company is the first consumer packaged goods division, to utilize the artificial intelligence program. This technology interacts with consumers through instant messaging, mimicking natural conversation to provide recipes based on a person 's stated preferences and mood. Moreover, the program was created by Active Buddy, which has launched other interactive agents such as: Smarter Child, Austin Powers and Elle Girl Buddy (Keebler Recipe Tool. Com). In addition, Keebler made the decision to purse an instant messaging program based on three factors: the increasing popularity of instant messaging, the need for a cost effective way to add frequency to the company 's traditional marketing communications, and the need to prepare the company for online marketing tools (such as e-mail, becoming ineffective). Through advanced programming, RecipeBuddle is able to instantly recognize and respond appropriately to requests as chicken, no garlic. Furthermore, RecipeBuddle is able to instantly recognize and respond appropriately to person 's mood , for example comfort food if a person is "sad " or more challenging recipes for adventurous individual (Keebler Recipe Tool. Com). According to Jeff Johansen, vice president of marketing for Keebler, this technology is an advantage to the company in the industry. This technology is not a treat to make the products obsolete. Moreover, it gives an advantage to the company to build personal relationships with the 100 million people now using instant messaging software (Keebler Recipe Tool. Com).
Culture:
Since the acquisition of Keebler (by Kellogg in 2001, which merged the corporate cultures of both companies), the organization of the business has changed. Keebler has been in business since the earlier 1800 's and Kellogg 's since 1906, both companies has lengthy practice on its internal customers. Since, that time Keebler culture has been incorporated with Kellogg 's culture within the industry.