The Marketing area is responsible for developing and securing the company’s current and new brand franchises. They lead the formulation of marketing plans for the company, which include business strategies for each of the brands. This area also creates and implements advertising campaigns and monitors and serves as a liaison point between the company and its consumers.

Marketing managers and brand managers take responsibility for each brand’s advertising and promotion activities. Working closely with the advertising agencies, they develop creative marketing ideas to communicate the benefits of Kellogg’s® foods for the consumer. In fact, the image that most people have of the Kellogg Company comes directly from their efforts.

From the promotion and trade marketing teams come the familiar items of Kellogg promotions including packaging, premiums and point of sale materials that consumers see in grocery stores. These services are part of the total marketing effort and connect the strategies of marketing and sales.

This area takes the pulse of the public. State-of-the-art market research monitors the total environment of consumer food choices including nutrition needs, food preferences and eating patterns. Experts learn how Kellogg’s® products meet consumers’ expectations and what new needs or preferences they may have. Analysts also test consumer reactions before new products are introduced to the market and evaluate consumer response to Kellogg advertising to ensure that the company’s messages are clearly communicated.

Kellogg utilises three types of research in support of its marketing activity:

• Product research to optimise the quality of its products;
• Consumer research to understand the needs and wants of the consumer; and
• Market tracking research to monitor awareness of Kellogg brands and advertising, and to track sales performance in the market.