Kellogg's Target Audience Analysis

Background of Kellogg’s

Founded in 1906 by W.K. Kellogg as the “Battle Creek Toasted Corn Flake Company”, where the Irish families favourite Kellogg’s Corn Flakes were created. In 1915 Kellogg’s were the first cereal company to introduce a high fibre cereal into the market this was of course Kellogg’s Bran Flakes, Creating All Bran the following year. Kellogg’s first arrived in Ireland in 1922 and their products were sold in supermarkets across the country. The following year they became the first company in the food industry to hire a dietician. Decade’s later Kellogg’s introduced a range of new products to “delight Ireland’s shoppers” these products included one of the nation’s favourites “Crunchy Nut Cornflakes”. In 1997 the W.K. Kellogg’s

In a marketing communications strategy the first objective is to identify the target audience. In the case of Kellogg’s they have two main audiences, the purchaser who is the parents and the influencer who is the children. Kellogg’s tend to have specific target audiences for each of their products. For example, Kellogg’s Corn Flakes targets families, Kellogg’s Special K targets women and/or health conscious women and Kellogg’s Coco Pops targets children.

In my opinion Kellogg’s out of all the cereal brands has the strongest brand recognition, when people think of Cornflakes for example it’s not only Cornflakes it Kellogg’s Cornflakes, it just clicks in the consumers mind.

Promotional Objectives

What do we want to tell them?

When the target audience is identified by the marketer, its then time to “decide exactly what the communication is supposed to accomplish”. (John W. Mullins, 2008) From my research I have found one of Kellogg’s long term promotional goals would be to improve and increase their overall market share, while one of their more short term goals would be to increase

Kellogg’s provides the breakfast clubs in schools with information as well as cereal products. In stores on certain packs of Kellogg’s cereals and snacks you will see the “Help give a child a breakfast” (Kellogg's, 2014) logo (as shown below) and for every product purchased with this logo, Kellogg’s will donate a bowl of cereal to a breakfast club, “for someone who otherwise may have gone without” (Kellogg's, 2014). Breakfast clubs are really effective for Kellogg’s as parents will trust in them, they will have the view that if the school is backing them then it must be okay. This will encourage parents to then buy Kellogg’s products at home for their