Kellogg CoS
Universidad Tecnológica de Panamá
Science and Technology Faculty
Executive Bilingual Communication
Subject:
Marketing and Advertisement
Professor:
Ricardo Cajina
Essay of “Multicultural Marketing” -
Student:
Aguilar, Aleyka
8 – 883 – 276
Date:
Monday, September 1st, 2014
Kellogg’s Case of Study
1. Explain what is meant by a premium brand.
A= A premium brand is a brand that gives consumers a good impression, a brand in which consumers have faith and rely on, a brand that they feel it’s the best choice for making a purchase; positioning it in a high rank among others of the same category in the market.
2. Describe the difference between an aim and an objective.
A= An aim is a general statement of something a company desires to achieve, it’s on a bigger scale and isn’t focused on a specific achievement; it provides an organization with a direction they want to follow to get that general statement. While an objective is on a smallest scale, they are specific targets that help a company achieve their aims. It’s kind of like a support for achieving the desired aims.
3. Outline the purpose of Kellogg’s work with the ASA.
A= Kellogg’s purpose when working with ASA was to reinforce its brand position, but just as important, they wanted to contribute in a recognizable way to how individuals achieve an active healthy balanced lifestyle because that was the aim Kellogg’s wanted to achieve in the first place.
4. Using examples to support your dialogue, evaluate how Kellogg communicates and discuss how this enables it to position its brand.
A= Kellogg’s, on their external communication, successfully delivers a message to kids and their parents using many different strategies, among them, the use of two characters found on their cereal boxes, which could be addressed as Kellogg’s mascots. This method is highly successful because they don’t just focus on kids or parents, but on both of them, giving parents a mindset that makes them want to buy
Science and Technology Faculty
Executive Bilingual Communication
Subject:
Marketing and Advertisement
Professor:
Ricardo Cajina
Essay of “Multicultural Marketing” -
Student:
Aguilar, Aleyka
8 – 883 – 276
Date:
Monday, September 1st, 2014
Kellogg’s Case of Study
1. Explain what is meant by a premium brand.
A= A premium brand is a brand that gives consumers a good impression, a brand in which consumers have faith and rely on, a brand that they feel it’s the best choice for making a purchase; positioning it in a high rank among others of the same category in the market.
2. Describe the difference between an aim and an objective.
A= An aim is a general statement of something a company desires to achieve, it’s on a bigger scale and isn’t focused on a specific achievement; it provides an organization with a direction they want to follow to get that general statement. While an objective is on a smallest scale, they are specific targets that help a company achieve their aims. It’s kind of like a support for achieving the desired aims.
3. Outline the purpose of Kellogg’s work with the ASA.
A= Kellogg’s purpose when working with ASA was to reinforce its brand position, but just as important, they wanted to contribute in a recognizable way to how individuals achieve an active healthy balanced lifestyle because that was the aim Kellogg’s wanted to achieve in the first place.
4. Using examples to support your dialogue, evaluate how Kellogg communicates and discuss how this enables it to position its brand.
A= Kellogg’s, on their external communication, successfully delivers a message to kids and their parents using many different strategies, among them, the use of two characters found on their cereal boxes, which could be addressed as Kellogg’s mascots. This method is highly successful because they don’t just focus on kids or parents, but on both of them, giving parents a mindset that makes them want to buy