Report Kellog's Corporate Communication Strategies
14 May 2010
REPORT
KELLOG’S CORPORATE COMMUNICATION STRATEGIES
Executive summary
The Kellogg’s company is the largest ready-to-eat cereal manufacturer in the world, employing over 13,000 people and producing over 1 billion kilos of ready-to-eat cereals annually for distribution in over 160 countries.
From small beginnings in Battle Creek, Michigan the company has grown into a global organisation with factories, distribution networks and markets worldwide. Its founders Dr John Harvey Kellogg and his brother William Keith Kellogg invented the cornflake in 1894 as a healthy breakfast alternative for Dr John’s patients at his sanatorium. Over 100 years later it remains the most popular breakfast cereal around the world. This has been largely due to the Kellogg commitment to quality and its refusal to make cereals for anyone else at a time when many of their closest rivals have succumbed to pressure from large retailers and started to produce stores’ own brand versions of popular breakfast cereals.
Kellogg’s corporate communication tools and strategies are analyzed in this report. To that end, a detailed interpretation of the communication visuals and texts is conducted, using semiotics, rhetorical analysis, discourse analysis an intercultural approach, attempting to relate the textual analysis to a critical assessment of the communication of the organisation.
Table of contents
1. THE KELLOG’S COMPANY: AN OVERVIEW 4 2. KELLOG’S CORPORATE COMMUNICATION TOOLS AND STRATEGIES 6 3.1. External communication 7 3.2. Internal communication 7 3.3. The Semiotics of the Kellogg’s Logo 8 3.4. Global Corporate Responsibility Reports 10 3.5. Intercultural approach of the Kellogg’s corporate strategy 12 3.6. Other corporate communication techniques 13 3. CONCLUSIONS
REPORT
KELLOG’S CORPORATE COMMUNICATION STRATEGIES
Executive summary
The Kellogg’s company is the largest ready-to-eat cereal manufacturer in the world, employing over 13,000 people and producing over 1 billion kilos of ready-to-eat cereals annually for distribution in over 160 countries.
From small beginnings in Battle Creek, Michigan the company has grown into a global organisation with factories, distribution networks and markets worldwide. Its founders Dr John Harvey Kellogg and his brother William Keith Kellogg invented the cornflake in 1894 as a healthy breakfast alternative for Dr John’s patients at his sanatorium. Over 100 years later it remains the most popular breakfast cereal around the world. This has been largely due to the Kellogg commitment to quality and its refusal to make cereals for anyone else at a time when many of their closest rivals have succumbed to pressure from large retailers and started to produce stores’ own brand versions of popular breakfast cereals.
Kellogg’s corporate communication tools and strategies are analyzed in this report. To that end, a detailed interpretation of the communication visuals and texts is conducted, using semiotics, rhetorical analysis, discourse analysis an intercultural approach, attempting to relate the textual analysis to a critical assessment of the communication of the organisation.
Table of contents
1. THE KELLOG’S COMPANY: AN OVERVIEW 4 2. KELLOG’S CORPORATE COMMUNICATION TOOLS AND STRATEGIES 6 3.1. External communication 7 3.2. Internal communication 7 3.3. The Semiotics of the Kellogg’s Logo 8 3.4. Global Corporate Responsibility Reports 10 3.5. Intercultural approach of the Kellogg’s corporate strategy 12 3.6. Other corporate communication techniques 13 3. CONCLUSIONS
References: and Bibliography * McLuhan, R (1999), "Kellogg’s interactive ads turn rebrand to its advantage", Marketing, pp.23. * Vignali, C (2001) Kellogg’s – internationalisation versus globalisation of the marketing mix, British Food Journal, Vol. 103, Issue 2 pp 112-130 * Kellogg’s: Using aims and objectives to create a business strategy